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Presented by Helen Brophy Chief Executive, National Dairy Council April 2008
Why Does the NDC Require a New Strategy ? <ul><li>Need for a trusted industry voice to drive the consumption of milk and d...
Key Issues for NDC Arising From Stakeholder Consultation Process <ul><li>Appropriate time to initiate a new drive to promo...
Value & Projected Growth of  Irish Dairy Market Click to add Body Copy
Key Consumer Issues in Dairy <ul><li>How Often Do We Purchase From the Dairy Shelf ? </li></ul><ul><ul><li>certain product...
Key Consumer Survey Findings (NDC Commissioned-Survey) <ul><li>29% of adults aged 15+ not consuming three servings of dair...
Mission of the NDC <ul><li>… ..to support Irish dairy farmers by driving the positive </li></ul><ul><li>position and consu...
Objectives of Strategy <ul><li>Objective 1:  </li></ul><ul><li>Enhance the position and image of dairy products through  <...
What the Strategy Aims to Deliver
What the Strategy Aims to Deliver
 
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NDC Strategy Development

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NDC Strategy Development

  1. 1. Presented by Helen Brophy Chief Executive, National Dairy Council April 2008
  2. 2. Why Does the NDC Require a New Strategy ? <ul><li>Need for a trusted industry voice to drive the consumption of milk and dairy products in Ireland. </li></ul><ul><li>NDC business model required change to evolve with changing consumer and market trends. </li></ul><ul><li>Engagement and contact with key stakeholders needed to be strengthened. </li></ul><ul><li>NDC must demonstrate value and measure the performance and impact of its programmes/activities. </li></ul>
  3. 3. Key Issues for NDC Arising From Stakeholder Consultation Process <ul><li>Appropriate time to initiate a new drive to promote milk and dairy products more proactively in Ireland. </li></ul><ul><li>Level of misinformation and inaccurate facts being communicated to consumers is damaging to the sector. </li></ul><ul><li>Need for the NDC to be more outward focused and recognise the potential to harness relations and build partnerships/ synergies both at national and international level. </li></ul><ul><li>Need for strong communication and awareness profile of the NDC and its programmes/activities. </li></ul>
  4. 4. Value & Projected Growth of Irish Dairy Market Click to add Body Copy
  5. 5. Key Consumer Issues in Dairy <ul><li>How Often Do We Purchase From the Dairy Shelf ? </li></ul><ul><ul><li>certain products showing decrease in frequency: milk, butter and cheese in particular. </li></ul></ul><ul><li>How Much Do We Purchase ? </li></ul><ul><ul><li>trends also showing that when we do buy, we are buying less than previously, particularly butter. </li></ul></ul><ul><li>How Much Do We Spend ? </li></ul><ul><ul><li>do prices reflect the true value of the product and how is this impacted on by the strong growth of private label ? </li></ul></ul>
  6. 6. Key Consumer Survey Findings (NDC Commissioned-Survey) <ul><li>29% of adults aged 15+ not consuming three servings of dairy per day as recommended by Dept. Health & Children. </li></ul><ul><li>27% do not believe they will consume more milk in the future. </li></ul><ul><li>55% believe butter is fattening and detrimental to their health. </li></ul><ul><li>72% believe butter is not good for their cholesterol levels. </li></ul><ul><li>45% believe cheese is fattening and detrimental to their health. </li></ul><ul><li>30% do not believe milk is a natural unprocessed product. </li></ul><ul><li>17% believe milk is harmful to their health. </li></ul>Source: TNS 2008
  7. 7. Mission of the NDC <ul><li>… ..to support Irish dairy farmers by driving the positive </li></ul><ul><li>position and consumption of milk and dairy products through integrated marketing and communications programmes, based on informed scientific evidence. </li></ul>
  8. 8. Objectives of Strategy <ul><li>Objective 1: </li></ul><ul><li>Enhance the position and image of dairy products through </li></ul><ul><li>well-informed advocacy and communication </li></ul><ul><li>Objective 2: </li></ul><ul><li>Increase the consumption of milk by young people in leading the re-vitalisation </li></ul><ul><li>of the School Milk Scheme </li></ul><ul><li>Objective 3: </li></ul><ul><li>Strengthen the position and image of milk and dairy amongst targeted </li></ul><ul><li>consumer segments </li></ul><ul><li>Objective 4: </li></ul><ul><li>Inform, advise and publicly represent the milk and dairy sector </li></ul><ul><li>Objective 5: </li></ul><ul><li>Be recognised as the national centre of knowledge on dairy nutrition and </li></ul><ul><li>related matters of importance to consumers </li></ul><ul><li>Objective 6: </li></ul><ul><li>Develop the NDC as a competent, efficient, effective organisation delivering </li></ul><ul><li>value to funders and key stakeholders </li></ul>
  9. 9. What the Strategy Aims to Deliver
  10. 10. What the Strategy Aims to Deliver

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