An attempt to get a job as a Planner.

1. +
FLORA Strategy
An attempt to get a job as a Planner

2. +
Once upon a time
 Unilever's goal was to improve cardiovascular health and to
make the world’s hearts healthier and to achieve this goal Flora
was the solution.
 Flora was one of the first soft margarines to be launched in the
UK in 1964.
 Flora was created after the medical profession asked them to
create a healthy alternative to butter and hard margarines. The
end result was a spread that was high in polyunsaturated fat
and at least 70% lower in saturated fat than butter.

3. +
Flora right now…

4. +
It looks OK for a meeting
with the shareholders but
not for the modern consumer.

5. +
Brands that change people’s lives
are the ones that are remebered
 It takes time to build a name.
 Branding is a process.
 People are looking for
experiences, if a brand knows
how to provide them, then they
become its consumers.
 I don’t like using the word
consumers, lets change it for
advocates. (Sounds more
professional)

6. +
At first glance
 Flora’s communication is working but it doesn’t amaze.
 It talks about saturated fat and healthy factors in a way that
other brands could do.
 It needs a personality urgently, to be loved.
 People do remember Flora. (And I did ask 10 international
friends + 4 British relatives the benefits of London). Best
answer: “I use Flora proactive which is supposed to help
lower cholesterol” Clare.
 Most people prefer the taste of butter but those who make
healthier choices go for Flora. Others go for sale items.

7. +
Flora is following the crowd
It has to go the other way

8. +
Competitors
Market Share
Lurpark
Others
Blue Band
Meadow Lea Market Share
Olive grove
Flora
0% 10% 20% 30% 40% 50%
http://download-reports.blogspot.co.uk/2011/08/analysis-of-unilever-flora-margarine.html

9. +
Current Strategy
 For the hearts you love.
Promoting reformulation of the brand ingredients.
Unilever received complaints when claiming Flora Cuisine contains 45%
less saturated fat than olive oil.

10. +
Butter vs margarine wars
“Why does Unilever
continue to focus on
promoting healthy
spreads, the latest of which
contain cholesterol-
lowering ingredients?”

11. +
People & calories
“It’s not our job to tell people how many calories they should consume or
how much exercise they should do but it is our responsibility to provide
information so they can make an informed decision.”

12. +
Raw diamond
 Flora has been developed following research into consumers’
understanding of heart disease, food choices, and obstacles to making
positive changes.
 Flora is recognized by the medical profession as a world leader in
nutritional research.

13. +
That is a hint

14. +
Flora has to start
from the Inside out

15. +
A brand that prides itself on being
good for you and your heart,
it has to show us it’s heart, right?
We need a heart for Flora.

16. +
The heart is the motor of our body but we mainly associate it with
sentiments, we mention it all time. We love people with all our
heart. People [heart] NY, hearts are everywhere, that’s good. But
we don’t take care of it that often, that’s bad.
We live amazing experiences and great moments because of our
hearts. The result doesn’t matter, there is no such feeling as
following our hearts.
New Strategy:
Follow your heart

17. +
Inviting people to follow their
hearts, to be more passionate, less
reasonable, to love more, to make
mistakes, to learn, to live.
Whatever happens,
Flora will take care of their hearts.

18. +
Target:
Heartbroken
Anyone that has felt at least once heartbreak - that means
everyone. Sensitive individuals living their lives with their loved
ones or in the search of love.
Benefit: Flora will take care of their hearts.
Insight: People look for refuge in food.

19. +
Flora reinventing itself
Changing the role of a brand providing advice for providing
experiences, that’s how we learn.

20. +
FIN
Finito, Sefini, End, Einde, 끝.