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The African Food Brand<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />
what is our BUSINESS ?<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />Italian food?<br />M...
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />CONIMEX brand equity<br />Focus on Indonesian fo...
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />CONIMEX brand equity | qualitative research find...
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />CONIMEX brand equity | qualitative<br />Uniquene...
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />CONIMEX brand equity  |  quantitative | brand aw...
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />CONIMEX brand equity  |  quantitative | pricing<...
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />CONIMEX brand equity  |  quantitative | quality ...
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />what SEGMENT do we target?<br />Demographic:<br ...
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />who is our CONSUMER?<br />Anna<br />13 years<br ...
Complete, healthy recipes or components<br />Reasonable prices<br />Cover geographic region<br />Adjusted to Dutch consume...
brand BUILDING BLOCKS<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />11<br />
core brand VALUES &brand Mantra<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />12<br />
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />brand ELEMENTS<br />Brand name: HAKUNA MATATA<br...
Marketed in an African theme setting.
Serious setting; more ‘Cote d’Or’ than ‘Duyvis Fireman 	Nootjes’
URL: www.hakunamatata.nl </li></ul>	www.hm.nl / www.afrikaanseten.nl <br />13<br />
MARKETING campaign<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />Place<br />Product<br />...
MARKETING campaign<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />Promotion<br />OBJECTIVE...
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />SECONDARY entities<br />Sponsorship opportunitie...
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />PRODUCT development<br />authentic African ingre...
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />brand PORTFOLIO decisions<br />What the future c...
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />expanding to England<br />51,5 million potential...
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Hakuna Matata

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If you would build a new brand in the food industry, what would you choose? My team and I went for an African meal package brand, that combines the flavors of Africa & the convenience required by today's fast consumer lifestyles. The result? A great branding campaign. Have a look !!

Published in: Business, Self Improvement

Hakuna Matata

  1. 1. The African Food Brand<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />
  2. 2. what is our BUSINESS ?<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />Italian food?<br />Mexican food?<br />Dutch food?<br />Oriental food? <br />Africanfood?<br />Unique Selling Proposition: Umbrella brand for a complate wide range of authentic African products that enables you to prepare the most delicios and varied African dishes<br />1<br />
  3. 3. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />CONIMEX brand equity<br />Focus on Indonesian food<br />„Conimex has a complete wide range of authentic Indonesian products that enables you to prepare the most delicious and varied Indonesian dishes “<br />Free associations <br />Asian, Indonesia, logo, meal packages, quick meals, convenient, reliable, NasiGoreng, prawn crackers & sambal<br />authentic Asian, original, wok, rice, meat spices, exotic, Asian with a Western twitch <br />2<br />
  4. 4. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />CONIMEX brand equity | qualitative research findings<br />Indonesia: sunny, touristic, poor, temples, Dutch colony, tea, rice fields, exotic islands, nice food, traditional culture, basic living, Muslim, tropical climate <br />Positive: tasty, original , easy to prepare, reliable, every day life, well known for its mixes of spices; good herbal mixes; young generation: Thai & Indian dishes, quality<br />Negative: pricy, two people portion, not too innovative, ingredient (not meal) supplier; eliminating Tracy<br />Exciting, competent,sincere<br />3<br />
  5. 5. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />CONIMEX brand equity | qualitative<br />Uniqueness<br />List 1<br />½ kg chicken breast<br />1 carton eggs<br />Wok noodles<br />Conimex sweet & sour wok sauce<br />List 2<br />½ kg chicken breast<br />1 carton eggs<br />Rice<br />Uncle Bean’s sweet & sour sauce<br />Situation: dinner, looking for something easy and quick to cook, for when trying to save time, for cooking for friends or themselves<br />Eating habits: twice per week Conimex style, Eastern & Italian, Dutch food, eating out<br />4<br />
  6. 6. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />CONIMEX brand equity | quantitative | brand awareness<br />5<br />
  7. 7. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />CONIMEX brand equity | quantitative | pricing<br />Open question: <br />€ 0,33 willing to pay extra<br />6<br />
  8. 8. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />CONIMEX brand equity | quantitative | quality & loyalty<br />7<br />
  9. 9. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />what SEGMENT do we target?<br />Demographic:<br />Income: medium<br />Age: 18 – 65 (~67,8%) <br />Sex: slightly more women<br />Geographic<br />Across the Netherlands<br />Behavioral<br />Eager to try new food / Cross culinary borders<br />Active in cooking dinners a few times a week<br />Buying groceries at supermarkets<br />Psychographics<br />Dinner is social activity, other people involved<br />Healthy living, healthy cooking<br />Positive attitude towards other cultures (travellers-mentality, positive towards development aid)<br />mass marketing<br />8<br />
  10. 10. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />who is our CONSUMER?<br />Anna<br />13 years<br />Friends, music<br />School, parents<br />Junk food, spicy <br />food, new meals,<br />Diet food<br />Name<br />Age<br />Likes<br />Dislikes<br />Eats<br />Stijn<br />23 years<br />Friends, parties<br />Studying, <br />responsibilities<br />Junk food, <br />fast food, <br />quick meals<br />Evelien<br />26 years<br />Reading, shopping,<br />her boyfriend<br />Stress, commute<br />Healthy meals, <br />Quick meals<br />Luc & Mara<br />34 & 29 years<br />Their daughter, <br />Dancing<br />Stress, budgets<br />Healthy meals, <br />quick meals,<br />quality ingredients<br />9<br />
  11. 11. Complete, healthy recipes or components<br />Reasonable prices<br />Cover geographic region<br />Adjusted to Dutch consumer preferences<br />User friendly; easy to use, fast to prepare<br />Fighting for the 11% of share of wallet<br />positioning | points of PARITY<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />positioning | points of DIFFERENCE<br />Combination of food and development aid<br />First and only umbrella brand of African food on the Dutch market<br />Brand with best reason to identify itself with football world championship in South Africa<br />10<br />
  12. 12. brand BUILDING BLOCKS<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />11<br />
  13. 13. core brand VALUES &brand Mantra<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />12<br />
  14. 14. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />brand ELEMENTS<br />Brand name: HAKUNA MATATA<br />Brand logo<br />Color Scheme<br />Slogan: Flavors of Africa<br />Jingle<br />Packaging: African colors & scenery<br /><ul><li>Type face & text placement: intricate fonts, a bit old school; lots of informative text
  15. 15. Marketed in an African theme setting.
  16. 16. Serious setting; more ‘Cote d’Or’ than ‘Duyvis Fireman Nootjes’
  17. 17. URL: www.hakunamatata.nl </li></ul> www.hm.nl / www.afrikaanseten.nl <br />13<br />
  18. 18. MARKETING campaign<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />Place<br />Product<br />Quality focused dutch supermarkets<br />Albert Heijn<br />C1000<br />DekaMarkt<br />Jumbo<br />Metro Cash and Carry<br />Spar<br />Super de Boer<br />Supercoop<br />Low involvement, taste product<br />High perceived quality<br />Brand intangibles:<br />Functional benefits<br />exotic flavors<br />African tastes<br />easy to use<br />quick to cook<br />diverse<br />Process benefits<br />convenient mixes<br />broad product selection<br />simple recipes<br />unlimited combinations<br />Relationship benefits<br />lifestyle cooking community<br />Price<br />mediumly priced<br />upper-bound pricing<br />14<br />
  19. 19. MARKETING campaign<br />Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />Promotion<br />OBJECTIVES: <br />Create brand awareness<br />Generate consumer interest<br />Influence purchase intentions<br />Create associations in the mind of the consumer<br />Educate on African cuisine<br />Inform about African culture<br />ABOVE THE LINE<br />Mass communication: TV, radio, print media advertising, web & Internet banners<br />BELOW THE LINE<br />Brand communication – relationship marketing<br />Public relations<br />Brand website & online community<br />Corporate Social Responsibility <br />Local events<br />Trade shows<br />Media cooperation<br />In-store communication (taste trials)<br />On-street promotion (city centers:taste trials)<br />Customer newsletters / brochures<br />Flavours of Africa<br />Hakuna Matata<br />15<br />
  20. 20. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />SECONDARY entities<br />Sponsorship opportunities<br />Eco-tourism to Africa<br /><ul><li>Fair Trade Original</li></ul>Dutch chef Ramon Beuk (Born2Cook, book prize ‘What comes from fair’)<br />Possible co-branding with:<br /> Cote d’Or (as dessert)<br /> African wine / beer<br />Cultural activities<br />Gourmet magazines<br />16<br />
  21. 21. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />PRODUCT development<br />authentic African ingredients grown in the perfect climate, and topography needed to manufacture the finest blend of peppers, spices, herbs, and vegetables that make up authentic African cuisine <br />HakunaMatata uses only all natural ingredients<br />Concept:<br />Add some ingredients yourself (add meat / vegetables / eggs)<br />Mix it with HM package<br />And enjoy!!<br />Various types of African dishes:<br />Bobotie<br />Vegetarian Stew<br />Chicken Curry Potje<br />DaboKolo<br />17<br />
  22. 22. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />brand PORTFOLIO decisions<br />What the future could hold:<br />Infinite number of new African Dishes can be added to portfolio  keep product up-to date and new<br />Gourmet line<br />Complete “EXPERIENCE AFRICA” package<br />Cooking classes in African cuisine<br />Cooking trips – ecotourism in Africa<br />African catering service<br />Start same concept under other unexplored cuisines like Eastern Europe<br />18<br />
  23. 23. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />expanding to England<br />51,5 million potential new customers<br />Diversified population, especially in bigger cities<br />Used to other than traditional food<br /> So time for introduction of Hakanu Matata<br />Citations from the book Global marketing and advertising: understanding cultural paradoxes by de Mooij:‘British use a lot of humor in their advertisments’<br />‘freedom of choice is particularly attractive to the British’<br />and furtermore British have ‘weak uncertainty avoidance’<br />‘direct style ads/ individualistic culture’<br />Traditional food in England = fat and unhealty, British kitchen is not really highly praised for being delicious<br />19<br />
  24. 24. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />what should we CHANGE?<br />Segmentation<br />English are not known for healthy living. We should not use that as segmentation criteria anymore since we exclude too much potential customers.<br />Instead, HM should focus on people with an low uncertainty avoidance which is a characteristic of the English. They are likely to try new products.<br />Point of parity<br /> Since the English are used to another ‘kitchen’, the meals should be adjusted to the local tastes.<br />Points of difference<br />The combination with develpoment aid should be emphasized since the English spend more on charity than the Dutch.<br />20<br />
  25. 25. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />what should we CHANGE?<br />Brand Elements / Marketing Activities<br />The setting can be more ‘humoristic’ since British use relatively much humor in their advertisements as shown by van Mooij. <br />British show weak uncertainty avoidance which implies that they are likely to try new things e.g. buying HakunaMatata. The ‘dare to try’ should be element of the brand as well in England.<br />21<br />
  26. 26. Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet<br />Thank you for your attention !<br />

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