Van den kommer delivery fe zn


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Van den kommer delivery fe zn

  1. 1. Marcelle van den Kommer Marketing invisible traits Delivering iron/zinc crops: an invisible nutrient First Global Conference on Biofortification 9 November 2010
  2. 2. Content Content Invisible traits: an issue? From attribute to aspiration: what are we selling? Building trust; the role of branding Marketing to BOP-consumers Increasing adoption The marketing process Summary and conclusions
  3. 3. Invisible traits Some of HarvestPlus’ biofortified crops look different from the standard…. Some do not. Should that be a concern?
  4. 4. Many food products have invisible traits! Invisible traits
  5. 5. So why do consumers buy products that look the same but promise something different?  These products deliver something they want  Same products – easier to fit into life  They believe the promise and trust the sender So: 1. How do we get consumers to want our products? 2. How do we generate belief and trust? Can branding help? 3. Any specifics for base-of-the-pyramid (BOP) consumers? Invisible traits
  6. 6. Brand proposition Values Goals Product Product characteristics Benefits what the productsBenefits Consumer Product ad 1. Products are means to an end for consumers Contains zinc and iron Improved health, income Strong, healthy family Be good parent / person; esteem Example: Brand proposition: our promise
  7. 7. ad 1. People have the same aspirations around the world Example: Unilever lifegoal model Extensive consumer research has shown people have the same lifegoals around the world – only the meaning of these goals may differ. Most successful brands connect to consumer lifegoals and values. Brand proposition
  8. 8. Brand identity ad 2. Building trust takes time and consistency • The product comes from a trusted source:  Key influencers: People from the community Role models Experts …….. Trusted (co-)brand • Evidence • Open and consistent communication over time, on a rational, emotional and moral level.
  9. 9. ad 2. A brand identity can take many different forms A brand identity can be linked more or less explicitly to: The brand’s promise The brand’s benefits The product’s attributes Visual brand elements: graphics, colour, logo No brand strategy / generic product Building trust quickly: use a trusted sender. e.g. miller uses his name/brand; crop is mentioned as “Intel inside”. Brand identity
  10. 10. ad 3. Marketing to BOP-consumers: providing security Key risk in changing varieties: food and income security. Positive drivers:  involvement - farmer participatory breeding – demonstration fields  good access to planting material – free/subsidized samples  increased farm revenue through increased production or improved production efficiency  added economic value from improved end-use quality and  development of markets for both the harvested biofortified crop(s) and any processed products made from them. BOP
  11. 11. BOP ad 3. Marketing to BOP-consumers: education Key issue: limited awareness and knowledge about the link between food and health. HarvestPlus crops: in general no practices need to be altered or new skills taught. So: Is improved revenue not enough a driver? Do we need to talk nutrition? Yes! Visible traits: positive, neutral, negative image. Invisible traits: avoid misperceptions about having altered food without consumers’ knowledge. -> explain, educate, inspire!
  12. 12. Adoption Behaviour change model: how to increase adoption Knowledge Liking Product Conviction what the products Preference Awareness Adoption Cognitive – relevant health/strength <-> impact nutrition Emotional – connecting Action
  13. 13. Marketing The marketing process Brand development Brand strategy Brand activation The fundament: Consumer insights target group benefits Brand proposition Brand identity Creative idea Deciding levers: Product Packaging Place / distribution Price Promotion Comms strategy Into the market: Adoption model Training Communication Promotion
  14. 14. Summary Summary Marketing invisible traits is not new. Consumers around the world have similar aspirations. The brand proposition best to connect to consumers’ goals and values. Brand identities come in many forms. A trusted source such as key influencers or a brand help building trust, together with consistent communication. For BOP-consumers ensuring food and income security is key. Education about food and health is necessary for increased adoption for both visible and invisible traits. There are 3 stages in successful marketing: brand development, strategy, activation.