This document contains the agenda and notes from a group presentation. Their recommendations are to partner with a major player in either the sandwich biscuit or peanut butter market in the USA. For sandwich biscuits, they suggest partnering with Mondelez International to develop a healthier version of the Oreo filling using emulsion technology. This would reduce fat and calories while maintaining taste. For peanut butter, they identify an opportunity to create a natural, reduced-fat peanut butter without added sugars or oils by partnering with J.M. Smucker Co.
In April 2016, Singapore hosted the first ever Food Vision Asia event. Food Vision Asia focused exclusively on this high growth market and the challenges it faces as increased consumer buying power drives its consumer’s appetite for a diet predicated on ‘world food’ choice and variety.
This presentation was the culmination of a 3 month long team effort. It is the result of extensive research, discovery and creativity. It was presented in March of 2008, in Marketing Behaviors class.
Transparency and Choice: Winning With Today's ConsumersBrandSquare
Mintel's 2018 Global Food & Drink Trends are the result of collaboration between 60 of Mintel’s expert analysts in more than a dozen countries around the world. In this webinar, we’ll look at two of the five consumer-led trends that are influencing food and drink product development in 2018, and are predicted to have a big impact going forward.
In this webinar you’ll learn:
How the Full Disclosure trend is satisfying consumer demands for total transparency
How the Self-Fulfilling Practices trend is encouraging more consumers to adopt truly flexible, balanced diets
How these trends empower consumers with trust in a post-truth reality and self-care in a world that’s becoming more hectic and stressful
In April 2016, Singapore hosted the first ever Food Vision Asia event. Food Vision Asia focused exclusively on this high growth market and the challenges it faces as increased consumer buying power drives its consumer’s appetite for a diet predicated on ‘world food’ choice and variety.
This presentation was the culmination of a 3 month long team effort. It is the result of extensive research, discovery and creativity. It was presented in March of 2008, in Marketing Behaviors class.
Transparency and Choice: Winning With Today's ConsumersBrandSquare
Mintel's 2018 Global Food & Drink Trends are the result of collaboration between 60 of Mintel’s expert analysts in more than a dozen countries around the world. In this webinar, we’ll look at two of the five consumer-led trends that are influencing food and drink product development in 2018, and are predicted to have a big impact going forward.
In this webinar you’ll learn:
How the Full Disclosure trend is satisfying consumer demands for total transparency
How the Self-Fulfilling Practices trend is encouraging more consumers to adopt truly flexible, balanced diets
How these trends empower consumers with trust in a post-truth reality and self-care in a world that’s becoming more hectic and stressful
Oat products have seen increased new product development in the UK over the last 4 years. This is good news for oat farmers who could benefit from increased demand.
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The Influence of Marketing Strategy and Market Competition on Business Perfor...
Emulsar group-2-final-presentation-04282015
1. Group 2:
Adam Ptacek
Camille Guezennec
Ji Yun Kim
Felipe Rebolledo
Pierre-Adrien Roy
Prashanth Ramachandran
Ségolène Daval-Frérot
Zainab Akano
2. Agenda
Reminder of the 1st
recommendations
Our recommendations
Option n°1: Sandwich biscuits
Market overview
Proposition of strategy
Option n°2: Peanut Butter
Market overview
Proposition of strategy
Conclusion
3. Last time we have followed a
structured approach
to identify the best oppotunity:
snacking in the USA
Snacking
4. Our recommendation: make a partnership
with a big player,
either on the sandwich biscuit or the peanut
butter market
Time to go!Time to go!
Make a partnership with a big
player
Make a partnership with a big
player
USA / Mass MarketUSA / Mass Market
Biggest market shares in 2014
Less fat, more calcium, same taste
An Oreo in line with Mondelez willness to do
a « mindful snacking »
A possibility to extend the partnership to
other brands of the group
Biggest market shares in 2014
Keep only the « good fat » and a natural taste
An improvement of the ratio good/bad fat
Taking advantage of the consumer increasing
awareness regarding natural and healthy
products
5.
6. Snacking has evolved from a between-meals
indulgence
into a full-on lifestyle for lots of time-strapped US
consumers
Percentage of consumers who said they
ate these snacks in the las 30 days
"As the lines continue to blur between meals
and snacks, marketers will have to answer
with offerings that pack a flavor and nutrition
punch in a convenient, portable pack."
>50%
91%
Eat at least 2 snacks per day
Eat at least 1 snack per day
Source: Audrey Iachella, de Brands Within Reach
Source: Nielsen Global Snacking Survey,Q1 2014
Source: http://www.foodnavigator-usa.com/Trends/Healthy-snacking
7. Sweet biscuits are dynamic, and more specifically
sandwich biscuits,
which remain the hugest and most dynamic sub-segment
(+ 20% in value). +1,2%
growth for Sweet
Biscuits in USA
between 2013
and2014
8. Few big manufacturers own the main national
brands
Oreo is the leader with an increasing market share
Other
1
2
3
4
5
10.0%
+1.4pt
9.9%-0.5pt
8.7%
+0.4pt
7.4%
+0.2pt
63.9%
*
**
* Value market share 2014
** Evolution of value market share
2014 vs 2011 (pts)
Source: Euromonitor
9. TASTE HEALTHSATIETY CONVENIENCE
On the biscuit market, consumers pay more & more attention
to health concerns, which could slow biscuits’ boom
75%
Living at a quicker pace, consumers are increasingly looking for health and wellness
50%"I can manage many heath
issues
through proper nutrition"
"It can be a challenge
to eat healthy"
ASPIRATION BEHAVIOR
NO SPECIFIC HEALTH
ISSUE ADRESSED
WORSE TASTEHIGHER PRICE
3 MAIN BARRIERS
A REAL OPPORTUNITY BY BRIDGING THE GAP
N
E
E
D
S
A sustained
energy benefit
New variety of protein bar
with good taste and texture
Sources: Nielsen, "Health and wellness in America", 08-14-2014
Nielsen, "Breakfast: still the most important meal of the day", 08-19-2014
10. In addition, few players intervene on the functional
biscuits
market, so Emulsar should seize the opportunity
Key functional elements added on
functional biscuits: calcium,
omega 3, vitamins & minerals
Companies may be discouraged
by regulation: in 2014, the
Supreme Court ruled that
companies can sue each
other over false or
misleading health
claims
Only 1,2%
of the functional
food in USA
in 2014
+64%
of growth
between 2009
and 2014
11. Advantages Drawbacks
B2B
with a main player
Easier to enter this
competitive market
Possibility to communicate on
the new benefits of the
product
Difficulty to negotiate
B2B
with a private label
Easier to enter this
competitive market
Difficulty to negotiate
Few budget to communicate
on the new benefits of the
products
PL = only 2% of the market
B2C
More autonomy in the
decisions
Better margins
More costs
3 big players and a very
competitive environment
Insufficient knowledge about
the American market
To enter the market, Emulsar should follow a B2B approach
and create a partnership with a key player
12. We suggest you to go on Mondelēz International’s
flagship
on the sandwich biscuit market: Oreo
A long history in the USA: More than 100 years of existence
Distributed worldwide
> 32 flavours: some created for special events
9 different shapes: Double Stuf Oreo,
Different formats: Familiy Size, Normal, Single…
Price: $ 2,98 for the 14,3Oz packet (avg price for PL $ 2,21)
A high calorie cookie (160 kcal for 3 cookies for the Original)
10.0%
of market
shares on biscuit
market
51.0%
of MS on
sandwich biscuit
market
14. Oreo must satisfy at the same times the
expectations
of both children (taste) and parents (health)
Parents
Middle class, suburban, 2 or 3 children
Children
Ages 4 to 12 years old
Satisfy ungry
High caloric value
Delicious taste
Crème fillingn lots of flavors
Fun
Twist, lick and dip
Imitation need
Health
Make children drink milk
No too much fat/calories
Convenience
Remain fresh all the day
Source: Nabisco Oreo
Analysis , Claire Rieder,
University of Minnesota
Twin Cities
15. HEALTH
Healthy benefit of milk, but…
High calories and fat content (160 kcal, 7 grams of fat)
Risk that one day parents stop letting their children consume unhealthy treats
As a result, development of better choice products: 100-calorie Double Stuf Oreo, Oreo Carbwell
Less fat, mut more calories since Mondelez makes biscuits sweeter to save the taste
High fat and calories content doesn’t appeal to the
rising
health conscious buyers. Oreo must become healthier
without making any concessions to product taste.
TASTE
Superior taste to other brands
Consumers prefer the vanilla filling over the chocolate cookie covering
Double Stuf Oreo invented since consumers wanted more of the delicious crème filling
Changing the traditionnal recipe is always risky (cf. the disaster of new coke)
STRONG ADDED VALUE OF EMULSAR Huge work to
conciliate them
but currently no
satisfying solution
16. xx
Currently researchers are facing difficulties
with
making Oreo healthier without sacrifying the
taste Need for a fat which is solid at room temperature to get the right texture of
the white center
The filling has to be firm yet soft, sweet but not grainy, and Oreo fans
should remain be able to twist open the cookie as they always have.
A difficult task since the basic Oreo recipe (nearly 60 percent sugar and
fat) can't change without altering the taste so many consumers love.
=> The Mondelez researchers had nailed the taste, but the secret oils in the new filling made
the middle seep out during a shipping test.
With Emulsar, Mondelez will have the solution
x
17. Our strategy is based on 4P’s pilars
Work on the crème filling of the Oreo
Double Stuf’s original flavour:
It’s the crème filling which makes Oreo
delicious
Emulsion can be used for the filling
More crème filling = more impact
Benefits
At least - 35% fat (3,5g => 2,3g = Oreo
Original)
+100% protein (1g => 2g)
+100mg calcium
Then, possibility to go on other brands:
Belvita: in compliance with consumers
needs, launch in 2012 and already a
success
Newton: with real fruits, high in fiber,
Ritz: proposes also fillings with salty flavors
Nutter Butter: with peanut butter
3,12$
Special event pricing (Halloween,
Thanksgiving, Christmas, Easter)
Retail store (93,21% of the sales in
2014)
Mention the benefits on the packaging
Advertising on TV and online
Product sampling – consumers to learn
about the nutritional aspect of the biscuit
Promotional campaign to target schools
and educational institutions
PLACE
PRICEPRODUCT
PROMOTION
18. Emulsar has strong arguments to convince Mondelēz
International to make a partnership on Oreo
Several brands in the Biscuits category that can be impacted in the following years:
A shared willing to create healthy products:
Grow our better choice products to 25% of our revenue
Reduce sodium and saturated fat by 10%
Increase whole grains by 25%
Expand our portion control options (200 calories or less) by 25%
Place calorie labeling front of pack on all relevant products globally by
the end of 2016
A way to win market shares over:
15%
market shares
for Oreo in
2016
22. Regarding consumers, peanuts and peanut
butter are
the most popular nut choice among American
people. According to the National
Peanut Board :
peanut butter is consumed in
90% of U.S. households
the average American
consumes more than six
pounds of peanuts and peanut
butter each year.
23. Diversified and dispersed customer
base
Strong position of grocery shops
Many alternatives available on the
market
Very competitive environment
No switching costs
Pressure from alternatives to peanut
based spreads
Huge growth of chocolate spreads
which accounts to 80% of the total
growth of spreads for the year 2014
No switching costs for customers
Limited place in the grocery store shelfs
Strong market leader JM Smucker Co
Successful independent niche brands like
Justin’s and Sunbutter
Successful new entrant The Hershey Co
Customer
preference
Supply and
Demand
Substitute
market
Existing
Competition
An industry with one market leader but
many others
actors, fighting to reach diversified
customers
24. Peanut butter 4 major competitors,
representing 44% of spreads market in
2014
Others
1
2
3
4
5
19.94%
9.79%
9.36%
4.79%
28.08%
* Value market share 2014
Source: Euromonitor
26. Peanut butter a product that raises debates :
Good or bad for health
A product rich in good components : 2
tablespoons = 2 grams of dietary fiber, 6
grams of total carbohydrates, 8 grams of
protein, vitamin E, vitamin B-6 and
magnesium…
But also in fat : 2 tablespoons = 16 grams or
fat
However is this fat really bad for health ?
27. 80% of this fat consists in healthy
unsaturated fatGood fat = 80%
Unsaturated fats (poly and monounsaturated
fats) can benefit the health by decreasing risk
for certain disease (heart disease), lower bad
cholesterol and improve good one.
Saturated and trans fats have a negative
effect on heart health. Saturated fats increase
levels of bad cholesterol without affecting
good cholesterol.
Bad fat = 20%
less than 0.001g of Trans Fats
28. ”standard peanut
butter” Most sold by
national brands. It’s
creamy and thick, even
at room temperature,
and usually has salt
and sugar in addition
to peanuts in the recipe.
Some brands also
contain a small
amount of stabilizer
(partially hydrogenated
vegetable oil) to keep
the oil from separating.
Appeared to meet
America's increasing
hyper-awareness of
trans fats. Though most
brands have recently
eliminated trans fats.
Main difference : it
rarely has extra
ingredients added.
Only peanuts.
Problem : it separates
easily into the oil and
peanuts.
A lower level of fat but
some added ingredients
that make the level of
calories remain the
same
(focus in new slide)
On the market, a large range of PB
products,
sorted out in 3 main categories
Regular PB : Natural PB : Reduced fat PB :
29. Reduced fat PB products present on the
market
until now : 3 main problems
Less favorable nutritional profile :
No fewer calories and some good fats less
Added carbs, sugar and salt :
Fat is reaplaced by corn syrup solids, sugar, molasses
higher level of sugar and total of carbs
An altered taste : Less peanut flavor.
Reduced fat spread hover around 60 peanuts instead of 90 for
natural one.
For now if consumer are theorically favorable to reduced fat peanut,
they prefer rather buy natural peanut butter products.
30. But among this 3 kinds .. Which one is
the healthier ?
JIF example
31. As a conclusion on this market, a huge
room to
launch a natural reduced fat PB
Strong points :
25% less fat than regular PB
Made without hydrogenated oils
Weaknesses :
But still the same level of calories
2 ingredients added to the regular natural PB:
* Maltrodextrin (replaces fat)
* Reduced ground peanuts
Only One product on this segment :
32. What Emulsar can bring on this
particular product ?Launching the new low fat natural PB
Strategy to go inStrategy to go in
Emulsar Capabilities
Added value in 3 points
Creation of the healthier PB
product on the market
Any added ingredients :
•The starting base : the
regular natural PB
•Only peanut and salt
• The first product on the
market with less calories :
• Only added component =
water
A product as tasty as
the regular one with
much less saturated fat
33. Why a partnership with J.M. Smucker co
on this
product ? Own the two best performing PB brands
Smucker and Jif :
Market shares : 29,7% of spreads in 2014
An emphasis put on health (reduced fat, omega 3, no salt, organic
product) : Jif communication oriented towards mothers looking for the
best for their children
JIF range of products : an empty place to launch a Natural Reduced
fat PB
Capacities and budget to communicate on this new innovative
product
The J.M. Smucker Co. will roll out a wide variety of new products across categories and platforms under its Jif and
Smucker’s in an effort to boost the iconic brands’ worth to $1 billion each, a company executive said. (2/2015)
34. Peanut Butter – 4P’s
Peanut butter consumed by over
90%
Smucker’s and JIF – established PB
brand
Packaging and labelling is key for
Emulsar to emphasize on the nutritional
aspect
Distribution channels to be retail store
outlets and confectionarties
Branding – versus competitors
PB brand to offer less calories – pricing
strategy to be accordingly adopted
Taste factor – key to pricing
Commonly purchased PB – 510g with
an average price of $2.3
Discounts and freebies – vital during the
initial launch
Distribution channels to be retail
store outlets and confectionaries
Door to Door sales – helps to
impose the nutrional aspect of the
PB product
Competitors analysis – Analysis of
inventory management
Advertising and hoardings – USA
consumer market are driven by
such marketing techniques
“Made in the USA” – More
consumers buying American
PLACE
PRICEPRODUCT
PROMOTION
35. How to convince J.M. Smucker Co. to make a
partnership with Emulsar
Several brands that can be impacted in the following years :
A shared willing to create healthy products:
No more hydrogenated oil, no more palm oil, no more trans fat,
homogeneously less saturated fats
No added ingredient increasing the sugar level
A product 100% natural
The first peanut butter with less calories
A way to gain market shares over :
The only
low fat
natural
peanut
butter on
the market
36.
37. Conclusion
Time to go!Time to go!
Make a partnership with a big
player
Make a partnership with a big
player
USA / Mass MarketUSA / Mass Market
Biggest market shares in 2014
Less fat, more calcium, same taste
An Oreo in line with Mondelez willness to do
a « mindful snacking »
A possibility to extend the partnership to
other brands of the group
Biggest market shares in 2014
Keep only the « good fat » and a natural taste
An improvement of the ratio good/bad fat
Taking advantage of the consumer increasing
awareness regarding natural and healthy
products
Editor's Notes
+ health issues?
+ more comments about snacking orally
Finish PB
SB: +10% growth in volume ; +20% in value (2009-2014)