All data are fictitious. Just for acedmic propose

1. WEDNESDAY, NOVEMBER, 21ST
UNILEVER CHALLENGE
INNOVATION AND CONSUMER INSIGHT
AMIT K.
ALLEGRIA I
BURCU K.
HARJYOT K.
NIKITA G
CHARLOTTE. L
XIANG X

2. OBJECTIVE
Ambition
To become the new mayo hero long term wise
 Grow the core (incremental)
 Grow our market share
 Improve our gross margin
 Ratio of real:bliss:light = 20:40:40 in five years
Scope
COUNTRY
BRAND

3. THE COUNTRY : SITUATION





Largest contribution to Unilever Mayonnaise turnover:
30%
Mayonnaise: big contributor to the dressing category
Hellman‟s is the main brand and the market leader:
70% of MS
Growth rate of mayonnaise consumption is declining in
the UK
As a market leader, challenge
Innovation Strategy & Consumer Insights

4. TARGET GROUP
CORE TARGET REMAINS THE SAME
» Target with Voltaire’s philosophy
» “Nothing would be more tiresome than eating if God
had not made it a pleasure as well as a necessity”
» Urban women : 30-45 years old with kids
 Looking for the best and the nutritious food for the families.
 They are women who are looking out for their family’s health,
especially with food, but they do it all in a balanced matter
without compromising on taste
 Organized and always have plan for the family
 Busy and are always looking for new recipes such that
everybody loves it

5. TARGET GROUP
…BUT THE NEW PRODUCT TARGET HAS TO
BE BROAD:
• More willing to experiment and not reluctant to novelty
• More likely cookers and would love to try new tastes
• They adapt to changing times, are open-minded and
connected
• Peripherical targets such as children and teenagers who
influence their mothers in their purchase.
“Our target is not looking for light, just for good”

7. CONSUMER INSIGHT

8. CONSUMER INSIGHT

9. PRODUCT
PRODUCT PHILOSOPHY
 Products made from authentic and quality ingredients
such as free range eggs, oil rich in omega-3 (good
fats)
 33% oil (vs. 70% for full fat and 25% for light)
 New X technology delivering delicious & unique taste
& texture
SUSTAINABILITY, A PRIORITY FOR HELLMANN'S
QUALITY PRODUCT

10. PROPOSITION
Rational Benefits
Emotional Benefits
1. Good and selected
ingredients
1. Reliable and true
products
2. Blue ribbon brand
2. British culture and
History identity
3. Double whisked
mayonnaise which
make it creamier
3. Tasty Product
4. Only 33% of Oil
4. Pleasure and
enjoyment of food
5. Healthier
Reasons to believe
100 years of expertise and a
commitment to real/simple and
sustainable high quality
ingredients creates an
undeniable taste and texture.
New process of making the new
mayonnaise: “Double whisked”
which bring a new texture.
Product X which bring a new
taste.
Less fat content: Only 33% of oil.

11. PROPOSITION
ESSENTIAL FOR REAL PLEASURE
“Having a tasty mayonnaise which keep the essence of
Hellman‟s mayo, its core values, but has something different, a
plus, the X factor”
“Hellman‟s offers a creamier mayonnaise, which offer a new
texture and taste but keep the Hellman‟s identity”
“It‟s not fat, it‟s not light, it‟s just as food should be: TASTY”

12. PACKAGE
+
ESSENTIAL
Essential
Plus
1. Keep the
essence of real
mayonnaise
1. Creamier plus
2. Essential to
enjoy food
3. Light plus
3. Essential for
tasty food and
real pleasure
Innovation Strategy & Consumer Insights
2. Whisked plus
4. Plus to every
dish to make it
even tastier
Essential +

13. PACKAGE
Same jar shape
to keep
Hellman‟s identity
„New‟ sticker to
catch the eye.
Orange color:
Stay close to
Hellman‟s identity
(yellow and
blue), be different
and unique.
Product name in
Hellman‟s blue
Essential+ motto:
message about
the product. Could
be modified after
the launch of the
product.
Keep the
nutrition
message.
Innovation Strategy & Consumer Insights

14. PRICING
SURVEY DESIGN FOR CONJOINT ANALYSIS
Attributes
Levels
Taste
Colour
Texture
Fat content1
Smell
Price2
(GBP/400g)
1
Tangy
White
Fluffy
<=27 %
Strong
1.89
2
Savory
Cream
Creamy
27 %-75 %
Mild
1.723
Thick
>=75 %
3
Salty-sweet Pale yellow
2.08
 By Orthogonal array selection, No. of questions = 17
 So, No. of questions in each survey = 20
 No. of concept cards in each view = 2
 Sample size = 36
1. Levels decided based on fat content of Hellman‟s real and light. Source: https://www.hellmanns.co.uk/products/mayonnaise/
2. Prices Source: http://www.mysupermarket.co.uk/#/shelves/mayonnaise_and_dressings_in_tesco.html
3. Competitor‟s product range does not include 400g pack so price for 430g has been converted to 400g

15. PRICING
Pricing Analysis Survey: Sample
Question

16. PRICING
Feature
Relative Importance (%)
Level Distribution
Salty-sweet
Tangy
Savory
0.510
4.35
Taste
0.480
0.499
22.95
7.11
Texture
Fat content
26.14
White
Cream
Pale-yellow
0.451
0.594
0.436
Fluffy
Creamy
Thick
0.481
Color
0.531
0.489
<=27%
27%-75%
>=75%
0.575
0.569
0.394
Strong
Smell
16
Price(GBP/400gms)
23.44
Mild
0.554
0.444
1.89
1.72
2.08
0.484
0.586
0.424
Even though the most-accepted fat-content is less than 27%, the
negligible difference between <=27% and 27%-75% indicates
good acceptance

17. PRICING
Relative Importance Of Attributes
 The pie chart indicates the relative
Price
24%
Taste
4%
importance of the six attributes studied in
Colour
23%
the survey:
 As is evident in the results, fat content
and price are the two most important
characteristics.
 Another interesting observation is that
even though the respondents are
extremely price sensitive, Hellman‟s is
smell
16%
Fat
Content
26%
Texture
7%
the market leader despite being priced
higher than the competitors.
Hence, customers are willing to pay
higher for a trustworthy brand.

18. PRICING
1.89
2.08
0.484
Price(GBP/400gms)
1.72
0.586
0.424
23.44
The relative importance of price in determining purchase intention is 2nd
highest
As expected, the utility of the lowest price point is the highest but looking at
the market share of Hellman‟s in the UK we inferred that the price point of
1.89 GBP for the 400gms jar is apt
As Essential+ is a better product, made with the double whipped technology
to deliver a creamier texture at a lower fat level, lowering the price is not an
option

19. PRICING
Perception about
Hellman‟s
• Hellman‟s is perceived to be top-of –the market product.
• Being used since generations
• Real: Very rich, thick and smooth, salty-sweet flavor
• Light: Lighter in texture, smooth, salty-sweet flavor
Attributes sought in
Mayonnaise
• Smooth, rich texture and flavor
• Tastes like home-made
Market competitors
• Heinz,
• Essential Waitrose
• Other private label players in supermarkets eg Tesco

20. PRICING
Texture
Color
Taste
FatContent
Smell
Price
Expected
Market
Share
Profile 11
Thick
Pale
Yellow
Saltysweet
>=70%
Mild
1.89
16.67%
Profile 2
Creamy
Cream
Saltysweet
30%70%
Mild
2.08
55.56%
Profile 3
Fluffy
Cream
Saltysweet
<30%
Mild
1.89
27.78%
Market Share
Simulation
Pricing
Decision
• The results of the market-share simulation shows that even at an increased price of
2.09 GBP which is 5% more than Hellman‟s existing price point, the market share
of Essential+ would be the highest as the other attributes are highly favorable
• But qualitative analysis shows that consumers have an emotional connect with
Hellman‟s and especially Real, so we do not propose raising the price of
Essential+ as it might hamper trials.
1. The profiles have been chosen to resemble Hellman‟s Real and Light variants based on the results of the in-depth interviews

21. PLACE
Supermarkets
 With 5% growth rate in Super/hyper markets
 As our mayonnaise consumption is increasing, we would invest more so
as to compete with other brands for shelf space in Supermarket
 High Level: M&S and Waitrose
 Middle Level: Sainsbury‟s
 Low Level: Tesco‟s
 Focus on ASDA and Morrison due to their increasing presence
Restaurants: Bar & Inn


Competitor penetration through this channel
Focus on Subway and salad
bars so to keep nutritious and
healthy message
 We do not recommend to
present in fast food, at the
beginning at least

22. PLACE
In Store Strategy
Pamphlets at the entrance of Supermarket / Store


At POS
Promotions should be introduced at this stage
Samples near entrance or food section




To induce trials
Trial with tested and tried recipe
Recipe education
Customer engagement
Near to the host foods


For changing consumer‟s habit
To remind customers
Position of the Shelf


Between Real on the left and Light on the right
Light is on the right as we don‟t want to cannibalize it

23. PLACE
Online Supermarket
 Considering the importance of online shopping, it is very
essential to be present in digital arena
 All the online shops of super markets we are in such as
tesco, aida etc
 We also can consider to sell in Amazon and Ocado which
are currently opening their online shop to food and sauces.

24. PROMOTION
Objective:
Cannibalize the Real mayonnaise
To create awareness about „Essential+‟ and show its usage
Communication idea:
“Essential for real pleasure” “Mom as Super hero for a house”
Communication Mix:
TV
20 %
Print
35%
Digital
35%
OOH
10%

25. PROMOTION
STRATEGY
 We advise to set up a big promotion strategy to
create the Essential+ product awareness
 We recommend to go mostly through two means
of diffusion:
 Print (35%)
 Digital (35%)
 We choose not to focus on the radio
 Radio is not appropriate as it is considered as an old
media and its audience is not enough broaden.
All this promotion is going to be supported by the
in-store promotion strategy

26. PROMOTION
PRINT
 Keywords:
 Sandwiches
 Love of food moments
 Fun
 Use humor
 Customers will remember it

27. PROMOTION
PRINT
Where ?
 Billboards – Massive presence
 Choose the best places
 Full pages in magazines
 Free magazines
 Targeted magazines
Need to set up a media planning strategy to identify
which magazines we need to build a partnership
with.

28. PROMOTION
DIGITAL
New website
 Create viral content:
welovefood.uk
www.whattocookwithessentialplus.com
 Recipes and menus using Essential+ mayonnaise (on
the go preparation for instance)
 Forum to create a community of consumer: They can
exchanges recipes, ideas
 Newsletter and RSS feeds
Objective: Involvement of the customer to create
advocacy.

29. PROMOTION
DIGITAL (continued)
 Social media strategy
 Facebook: Advergaming in cooking game.
 Contest on Instagram: The best,
 Be present on the pack
 Videos of recipes on YouTube channels
to a famous cooker (Jamie Oliver ?)
 Application for Smartphone: QR codes on
mayonnaise to have the last recipe
Aim is to create viral content and make a buzz

30. PROMOTION
DIGITAL (continued)
 Assure a qualitative presence on-line
 Need to identify the main digital influencers (as food
bloggers)
 Create ambassadors of the brand (famous people…)
 Development of PR within the bloggers
Aim is to create positive digital impacts

31. PROMOTION
TANGIBLES & TESTIMONIALS
 Give elongated spoon : With this spoon, reaching each
point of the jar is not impossible anymore!
 Ergonomically designed for Hellman‟s jar.
„‟ I was aware of the importance of consuming seafood but my little son used
to reject tuna fish and whatever I did was not useful and couldnt convince
him. Then I tried new sandwich recipe with Essential plus. Now, the biggest
fun of triangle tuna sandwiches is my son! We are all happy, thanks
Hellmans! ‟‟
Julia Brown, 35
Teacher, mom of Johnny

32. PROMOTION
Mobile
Newspapers
Magazines
Sandwiches
Love of food
Print Ad
Barcode/QR code
More recipe and
recommendations
Recipe by SMS
In Store
Pamphlets at the entrance
Demo for inducing trials
Recipe education on package
itself
3600 Campaign
TV Spot
TV
Website with recipe
Food bloggers for Advocacy
Facebook contest
Facebook Game
Video of recipe on YouTube
OOH
Digital
Hoardings in the specific
locations
Digital hoardings
Testimonials