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OT #33 - Annemiek Temming - Danone

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OT #33 - Annemiek Temming - Danone

  1. 1. 1
  2. 2. De realiteit van de dag 2
  3. 3. ‘We moeten als merk weer relevant worden in het leven van mensen’ 3
  4. 4. Verlies van vertrouwen 4
  5. 5. VERBINDING 5
  6. 6. Sta je als merk aan mijn zijde?Geef je echt om mij?Probeer je echt om dingen beter te maken voor mij?Kan ik je echt vertrouwen?Probeer je echt om van mijn wereld een betere plaats te maken?Krijg ik een stem? 6
  7. 7. Van de consument centraal stellen naar de mens centraal stellen.. 7
  8. 8. Functional Benefit, Purpose & Persoonlijkheid 8
  9. 9. Een merk is niet langer een abstract concept 9
  10. 10. Mijn baan: 100% focus opmens, shopper, consument & verbinding 10
  11. 11. 11
  12. 12. Storytelling avant la lettre. Twee belangrijke momenten in degeschiedenis van Danone in 1919 en 1972 & In 1919: an original Social & economic yoghurt with health dual project benefit 12
  13. 13. Gezondheid in 4 divisiesWater Dairy Baby Medical 13
  14. 14. Glocal 14
  15. 15. Our reality: the position of Danone in the Netherlands People grown up with dairy & market We are a Small Player in a Big Market leader and cooperative Campina. Market share value DNA = Locality and milk from farmers Campina PL Danone 35,8% MS val Arla Almhof 39,6% MS vol Yakult Other12,6 % MS val 5,5% MS vol But one-way communication to Despite that we were able to build the consumers. No broader presence in brand in a positive way society, no bonding Consumer Retailer KOL 15
  16. 16. Wie klein ismoet slim zijn 16
  17. 17. Versterken van onze connecties met de buitenwereld Stakeholder Consumer Shopper Customer connection connection connection connection 2011 Stakeholders Persoonlijk Begrijpen Inkoop - Sales MEDIA 2012 Health FULL CONNECTION, ENGAGE Persoonlijk Activeren Multidisciplinair & 17
  18. 18. Merken met heel verschillende doelgroepen en eigenuitdagingen en kansen 18
  19. 19. De basis staat bij ons goed maar we willen beter 19
  20. 20. Met verschillende brillenkijken. Mens, boodschapper en consument 20
  21. 21. Verschuivingen in middelen 21
  22. 22. Verschuiving in middelen 22
  23. 23. Van een ‘opgeblazen gevoel’ naar ‘ritme als voorwaarde voor lekker leven’ 23
  24. 24. New Prevalence NetherlandThe incidence of Women 18-70Activia depends on 100% (20.2% Activia Users P6M)the prevalence. 16,6 million (3.4 million Activia Users) TOTAL TOTAL Not Prevalent Prevalent 88.6% 11.4% (21.9%) (7.0%) 14.7 million 1.9 million (3.2 million) (0.13 million) Convinced Frequent Convinced 42.0% Occasional (28.5%) NonCore 7.0 million 34.8% Captive Symptoms (2.0 million) (18.7%) 5.8 million 11.6% 7.7% Not Unconscious Prevalent (1.1 million) (8.1%) (6,9%) 1.9 million 1.3 million 0.3% 3.7% (0.2 million) (0.08 million) (0%) (7,1%) 0.05 million 0.6 million (0.04 million) Rep. Base : 753 RB Activia Users: 152 Data in ( ) = Activia User Base 24
  25. 25. Causes & Symptoms Synthesis:Digestive Disorders in Average New Prevalence 88.6%CAUSES (E.8.) SYMPTOMS (E2.ab) ACTIONS (E.13.)Nothing special 25.4 Gas / Flatulence 51.0 Watch what I eat 36.5Eating certain types of food, like Feeling bloated 44.8 Drink more water 32.6 23.6spicy, or fatty Diarrhoea 43.8 Take a rest 26.3Not drinking enough water 16.8 Pain / Spasms 41.5 Consume products that help me during 20.5Eating too much, excesses 16.2 Stomach gurgling 40.9 this timeStress / nervousness 15.3 Drink products that help me during this 13.8MOMENT OF DAY (E.7.b) time ASSOCIATED DISCOMFORTS (E.6.)Ihave some specific time 54.6 Feel not at my best 38.1You do not have any specific time 45.3 Feel uncomfortable 32.8 SPECIFIC PRODUCTS (E.15.)After dinner/evening meal 34.9 With pain 31.9 Water 70.8Before going to bed 10.7 Feel fat 28.1 Brown Bread/Whole Bread 62.9Between lunch and dinner 9.3 Tired / have low energy 25.7 Fresh Fruits 59.3 Fresh vegetables 57.6 Tea 42.3SPECIFIC SITUATIONS (E.7) Yoghurts (in general) 32.3Generally after eating 19.6 Boiled vegetables 31.7Whenever you change my eating habits 16.7 Fibre (All Bran, Cereals) 29.5When you are stressed/anxious in general 15.8 Fruit juice 23.3Irregular lifestyle 15.2 Activia 19.0During holidays 14.7 Base Prevalent: 665
  26. 26. The Ladder: Total Non Consumers PrevalentPrioritizing the barriers, the relevance of benefit one is themain problem, and the negative (price) is the second one. 6 Negative 5 Superior 4 Credibility 3 Relevance 2 B. Understanding 1 Awareness Base: Non Consumer P6M Prevalent (521) 26
  27. 27. While there are universal themes thatunite women aged 45–65, it is actually anincredibly transitionary and diverse stage of life. Women go through a variety of different phases and roles within this age group,impacting on their priorities, lifestyles and outlook on life... 27
  28. 28. From the age of 45-65 there are six distinct stages of life... • No kids and in charge • Recently gone through of agenda divorce or suffered • Life revolves mainly death in family around family, friends • Slowly having to and career readjust to new life Picking up Independent the pieces• Grandkids have arrived• A chance to apply • Have teenage kids, wisdom & experience Family CEO who are still dependent• But on their terms Gran • Looking for more time now – controlling for ‘me’ but it’s difficult their time & freedom Nearly Free Me Time • Kids have left home • Kids now in early 20’s, and are independent but still living at home • Freedom at last! • Partly looking forward • Now have time to focus to freedom, but also on ‘me’ dreading the ‘void’ 28
  29. 29. 29
  30. 30. 50+ is niet oubllig 30
  31. 31. 32
  32. 32. 33
  33. 33. Always walking our consumers shoes 35
  34. 34. From Insights to Connected InsightsWHAT I HEAR I FORGETWHAT I SEE I REMEMBERWHAT I EXPERIENCE I CAN ACT UPON Confucius 36
  35. 35. Lessons Learned Lessons Learned Healthier Habits made irresistible 37
  36. 36. #DTV 38

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