1. The document outlines a campaign in Romania to promote the use of sauces through various initiatives from June 2012 to December 2012.
2. It includes plans for an "Ask Us" campaign to educate chefs and consumers on sauces, as well as a "Sauces are Good" campaign to increase awareness of benefits of using sauces.
3. Tactics involve outreach through trade publications, events, recipes, and working with media partners to continue the conversation around sauces. The goal is to increase sauce usage in restaurants and change attitudes towards sauces in Romania.
Knorr conducted research that found millennials prefer personalized food brands with a story over mass-produced brands. To connect with millennials, Knorr launched a "Love at First Taste" campaign matching singles based on shared flavor preferences. The campaign included a viral video and generated over 1 billion impressions. It increased Knorr's brand appeal among millennials by 10 percentage points and was the most watched ad of 2016, successfully positioning Knorr as a solution rather than part of "Big Food".
This document provides a segmentation, targeting, and positioning strategy for packaged food products in India. It includes insights from market reports and consumer surveys. Three product lines are proposed under the Knorr brand: Knorr Exotica to offer authentic Indian cuisine recipes; Knorr Mom's Food for easy daily meals; and Knorr Ezee for on-the-go instant foods. The strategies target different consumer groups and leverage Knorr's brand equity through innovative packaging, flavors, and distribution channels including kiosks for sampling. Challenges around preferences for fresh food and competition are addressed.
Knorr soup has been established since 1838 and is now in a leading market position. It has a variety of nutritious soup flavors. The brand mantra is "In Taste & In Health". A SWOT analysis finds strengths in its alternative to homemade soup and mother brand, while weaknesses include MSG and limited rural presence. The marketing strategy focuses on new flavors, effective ads, and user friendliness without heavy discounts. Promotional activities encompass online reviews and ads as well as offline discounts, offers, and CSR campaigns around sharing meals and environmental protection.
Knorr is the number one brand of Unilever with annual sales of €3 billion. It provides a variety of affordable seasoning and soup products in convenient packaging. Knorr uses aggressive marketing strategies including television advertisements, sales promotions, and distribution through Unilever's existing global channels to promote its products and penetrate markets worldwide.
The document describes two Pittsburgh businesses, The Waffle Shop and Conflict Kitchen, that take a "content-centric" approach to marketing. Both rely heavily on engaging content creation and interactions between customers to drive their business. The Waffle Shop produces various TV shows and live events featuring customers. Conflict Kitchen is a take-out restaurant that educates about countries in conflict with the US through food from that country and packaging featuring interviews. Both use content to promote discussion and understanding beyond what their core business offers.
FoD - Food on Demand the amazing new dining experience for College and Universities. FoD blends awesome culinary creations along with innovative ordering technology to deliver an industry leading dynamic dining experience. Click now to learn more...
The document summarizes research conducted by a restaurant to evaluate itself and its competitors. This included a survey of customers, focus groups, and blind taste tests comparing the restaurant's signature burger to a competitor's. Interviews were also conducted with frequent customers. The research examined the restaurant and its competitor's missions, cultures, strengths, weaknesses, images, pricing, marketing strategies, customer demographics and behaviors. It identified increasing local customers and sales during slow seasons as goals. The restaurant positioned itself as a "burger boutique" rather than a typical burger joint, aiming to attract young professionals looking for an upgraded gourmet burger experience.
FoD - Food on Demand the amazing new dining experience for College and Universities. FoD blends awesome culinary creations along with innovative ordering technology to deliver an industry leading dynamic dining experience. Click now to learn more...
Knorr conducted research that found millennials prefer personalized food brands with a story over mass-produced brands. To connect with millennials, Knorr launched a "Love at First Taste" campaign matching singles based on shared flavor preferences. The campaign included a viral video and generated over 1 billion impressions. It increased Knorr's brand appeal among millennials by 10 percentage points and was the most watched ad of 2016, successfully positioning Knorr as a solution rather than part of "Big Food".
This document provides a segmentation, targeting, and positioning strategy for packaged food products in India. It includes insights from market reports and consumer surveys. Three product lines are proposed under the Knorr brand: Knorr Exotica to offer authentic Indian cuisine recipes; Knorr Mom's Food for easy daily meals; and Knorr Ezee for on-the-go instant foods. The strategies target different consumer groups and leverage Knorr's brand equity through innovative packaging, flavors, and distribution channels including kiosks for sampling. Challenges around preferences for fresh food and competition are addressed.
Knorr soup has been established since 1838 and is now in a leading market position. It has a variety of nutritious soup flavors. The brand mantra is "In Taste & In Health". A SWOT analysis finds strengths in its alternative to homemade soup and mother brand, while weaknesses include MSG and limited rural presence. The marketing strategy focuses on new flavors, effective ads, and user friendliness without heavy discounts. Promotional activities encompass online reviews and ads as well as offline discounts, offers, and CSR campaigns around sharing meals and environmental protection.
Knorr is the number one brand of Unilever with annual sales of €3 billion. It provides a variety of affordable seasoning and soup products in convenient packaging. Knorr uses aggressive marketing strategies including television advertisements, sales promotions, and distribution through Unilever's existing global channels to promote its products and penetrate markets worldwide.
The document describes two Pittsburgh businesses, The Waffle Shop and Conflict Kitchen, that take a "content-centric" approach to marketing. Both rely heavily on engaging content creation and interactions between customers to drive their business. The Waffle Shop produces various TV shows and live events featuring customers. Conflict Kitchen is a take-out restaurant that educates about countries in conflict with the US through food from that country and packaging featuring interviews. Both use content to promote discussion and understanding beyond what their core business offers.
FoD - Food on Demand the amazing new dining experience for College and Universities. FoD blends awesome culinary creations along with innovative ordering technology to deliver an industry leading dynamic dining experience. Click now to learn more...
The document summarizes research conducted by a restaurant to evaluate itself and its competitors. This included a survey of customers, focus groups, and blind taste tests comparing the restaurant's signature burger to a competitor's. Interviews were also conducted with frequent customers. The research examined the restaurant and its competitor's missions, cultures, strengths, weaknesses, images, pricing, marketing strategies, customer demographics and behaviors. It identified increasing local customers and sales during slow seasons as goals. The restaurant positioned itself as a "burger boutique" rather than a typical burger joint, aiming to attract young professionals looking for an upgraded gourmet burger experience.
FoD - Food on Demand the amazing new dining experience for College and Universities. FoD blends awesome culinary creations along with innovative ordering technology to deliver an industry leading dynamic dining experience. Click now to learn more...
Social media activity summaries in Indonesia, June 2013.
Contact @pitra via Twitter if you need more info.
----------------------
- Get to know more on Indonesia’s users in many social media channels.
- Recapping most commercial campaign study cases in Indonesia 2012.
- Music, cinema, and social causes in Indonesia’s social mediasphere.
- Concerns on the openness of social media in Indonesia.
Order "Social Media Landscape in Indonesia 2012" white book at https://www.strategocorp.com/socialmedia2012/
Once dominated by a largely young consumer base, the Middle East and North Africa (MENA) region is at a demographic tipping point. This executive summary version of Generation BOLD, an Innovation Group MENA report, looks at over-50s in the region, who are reinventing cultural preconceptions about aging and retirement.
Natural is back—As anxious consumers reject an industrial system that appears increasingly toxic and damaging to health, they are turning toward natural products as a solution. Raised on digital culture, they no longer see nature and technology as mutually exclusive, and are combining the best aspects of both to build New Natural lifestyles.
It’s a new era—welcome to the Control Shift. Exchanging data for utility, people are delegating an increasing amount of control over their lives to technology. Brands can capitalize on this societal change by positioning themselves as trusted partners and fostering consumer empowerment.
Millennials consider food to be an important part of their personal identity and closely follow food trends. They are more likely than older generations to research and try new food trends. Most millennials share photos of food on social media and are more inclined to share unique or unusual dishes. There is growing fatigue with typical "food porn" photos on Instagram. Emerging food photography focuses more on unexpected, artistic presentations of food aimed at stimulating the mind. Feats of precise food arrangement and plating are gaining attention on accounts like Symmetry Breakfast. Restaurants and consumers are also placing greater emphasis on attractive, share-worthy table settings and backdrops for food photos.
WHAT’S ON THE MENU IN 2017: Global Food and Beverage TrendsEdelman
Look ahead to what’s next for food and drink around the world, and what it means for consumers and brands.
Prepared by Edelman's Global Food and Beverage sector.
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
Assignment 2.1 (Minh Trang - Công Dũng - Lan Chi - Yến Anh)Dung Nguyen
The document outlines Knorr's strategic branding process in Vietnam over several steps:
1. It begins with customer segmentation and identifying the needs of their target segment of home cook women.
2. It establishes the brand vision and promise to provide natural, nutritious and convenient meals.
3. Key stakeholders are analyzed to gain support. The brand is then positioned as providing the "rounded taste of love."
4. A brand identity, personality, and narrative are developed focusing on flavor and family.
5. Products, packaging, pricing, and promotion strategies are designed to translate the brand promise into the customer experience.
The document discusses menu planning and catering policy for food service operations. It emphasizes that menu planning is a critical activity that defines key aspects of the establishment. Effective menu planning requires thorough market research, consideration of factors like target market segments, price points, and quality standards. The menu planning process involves developing a pool of menu ideas, selecting items based on various criteria, conducting food trials, and ensuring the menu has aesthetic, nutritional and price balance to appeal to customers.
The document discusses research conducted for the Saxonville Italian Sausage brand to develop a national product line. It analyzes positioning the brand with emotional and functional benefits. Qualitative research was performed on demographics, psychographics, and consumer sessions. Concepts were developed and tested. Research showed family connection positioning resonated best but may face competition. The brand name "Saxonville Italy's Best" is recommended along with goals for R&D, pricing strategy, and marketing tactics like label changes, celebrity endorsements, and product displays.
KFC aims to reposition itself in India by targeting both vegetarian and non-vegetarian consumers. Currently, vegetarians feel excluded by KFC's focus on chicken and lack of variety in vegetarian options. The document outlines a 5C analysis of KFC as a company, its food category in India, consumer insights, competition, and channels. It then presents a business ambition to establish KFC as a healthy brand with variety for all consumers. Insights show vegetarians feel neglected at KFC due to limited options and messaging reinforcing non-vegetarianism. The creative brief aims to eliminate vegetarian inhibitions and have them see KFC as an aspirational hangout through communicating the variety, quality and
This document provides a summary of trends observed at the Natural Products Expo West conference in March 2016. It identifies several major trends seen at the show, including an emphasis on new product forms and formats, cultural fusion influences in products, a renewed focus on healthy fats in products and diets, and the growth of lifestyle-based consumer tribes. The document also provides examples of products showcased at the event that demonstrate these trends. The information is intended to help companies innovate new products that align with shifting consumer preferences.
Social Reflects The Health of Your Cross-Channel StrategyMediaPost
Social is not just a channel. It is a barometer. Here is where marketers can understand how their brand is resonating with prospective and existing customers in terms of messaging relevance, market geography, engagement. The VP of Marketing for innovative healthy frozen food maker Luvo shares how she optimizes social to serve as a gauge and a guide to her cross-channel strategy.
This document outlines a communication strategy for Spanish Josh, a new restaurant serving Spanish and Indian cuisine. It begins with an introduction to the brand proposition and target market understanding. It then describes the results of a dipstick survey conducted in Bangalore to understand why customers frequently visit an existing restaurant, Mast Kalandar. The survey found customers appreciate Mast Kalandar's consistent quality, hygiene, and convenient location. The document concludes by recommending Spanish Josh focus its communication on engaging customers at multiple touchpoints from their first visit through return visits using social media, word-of-mouth promotions, and dual positioning to different customer segments.
Danny Boome is an international TV personality known for his culinary work and dynamic personality. He has over a decade of broadcasting experience and has built his brand across the globe. Fresh Fest is an event celebrating Fresh Direct's suppliers, produce, and values through a market, dining experiences with guest chefs, lectures from suppliers, and cooking demonstrations. Potential digital marketing campaigns include disrupting other grocery chains by comparing products, creating instructional videos on food pairings, and promoting Fresh Direct's suppliers.
Kissan was introduced in India in 1935 and was acquired by Hindustan Unilever Limited in 1993. It has since grown to become the leading jam and ketchup brand in India. Kissan started as a jam brand but has expanded into other product categories like ketchup, squashes, and juices. It enjoys strong brand recognition and a wide distribution network. While facing competition from brands like Heinz and Maggi, Kissan maintains a leading share of the ketchup market in India through competitive pricing, variety of flavors, and extensive promotions.
This document outlines a business plan for "Earthos", a proposed premium vegetarian restaurant. The summary includes:
- Earthos will be a theme-based, upscale concept focused on providing authentic vegetarian and vegan delicacies from around the world.
- Keys to success will include authenticity, innovation in vegetarian cuisine, combining world cuisines, using healthy ingredients, and attracting renowned chefs.
- The objectives are to become a top global vegetarian restaurant known for authentic flavors and achieve cash flow self-sufficiency within a year.
The document discusses strategies for Lavazza, an Italian coffee brand, to evolve its creative communication platform and build brand awareness among its target consumers in the US. It emphasizes elevating a conversation around individuality, self-expression, and attainable luxuries. The pandemic has accelerated consumers' desire for elevated experiences and willingness to spend more on brands that complement their lifestyles.
Social media activity summaries in Indonesia, June 2013.
Contact @pitra via Twitter if you need more info.
----------------------
- Get to know more on Indonesia’s users in many social media channels.
- Recapping most commercial campaign study cases in Indonesia 2012.
- Music, cinema, and social causes in Indonesia’s social mediasphere.
- Concerns on the openness of social media in Indonesia.
Order "Social Media Landscape in Indonesia 2012" white book at https://www.strategocorp.com/socialmedia2012/
Once dominated by a largely young consumer base, the Middle East and North Africa (MENA) region is at a demographic tipping point. This executive summary version of Generation BOLD, an Innovation Group MENA report, looks at over-50s in the region, who are reinventing cultural preconceptions about aging and retirement.
Natural is back—As anxious consumers reject an industrial system that appears increasingly toxic and damaging to health, they are turning toward natural products as a solution. Raised on digital culture, they no longer see nature and technology as mutually exclusive, and are combining the best aspects of both to build New Natural lifestyles.
It’s a new era—welcome to the Control Shift. Exchanging data for utility, people are delegating an increasing amount of control over their lives to technology. Brands can capitalize on this societal change by positioning themselves as trusted partners and fostering consumer empowerment.
Millennials consider food to be an important part of their personal identity and closely follow food trends. They are more likely than older generations to research and try new food trends. Most millennials share photos of food on social media and are more inclined to share unique or unusual dishes. There is growing fatigue with typical "food porn" photos on Instagram. Emerging food photography focuses more on unexpected, artistic presentations of food aimed at stimulating the mind. Feats of precise food arrangement and plating are gaining attention on accounts like Symmetry Breakfast. Restaurants and consumers are also placing greater emphasis on attractive, share-worthy table settings and backdrops for food photos.
WHAT’S ON THE MENU IN 2017: Global Food and Beverage TrendsEdelman
Look ahead to what’s next for food and drink around the world, and what it means for consumers and brands.
Prepared by Edelman's Global Food and Beverage sector.
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
Assignment 2.1 (Minh Trang - Công Dũng - Lan Chi - Yến Anh)Dung Nguyen
The document outlines Knorr's strategic branding process in Vietnam over several steps:
1. It begins with customer segmentation and identifying the needs of their target segment of home cook women.
2. It establishes the brand vision and promise to provide natural, nutritious and convenient meals.
3. Key stakeholders are analyzed to gain support. The brand is then positioned as providing the "rounded taste of love."
4. A brand identity, personality, and narrative are developed focusing on flavor and family.
5. Products, packaging, pricing, and promotion strategies are designed to translate the brand promise into the customer experience.
The document discusses menu planning and catering policy for food service operations. It emphasizes that menu planning is a critical activity that defines key aspects of the establishment. Effective menu planning requires thorough market research, consideration of factors like target market segments, price points, and quality standards. The menu planning process involves developing a pool of menu ideas, selecting items based on various criteria, conducting food trials, and ensuring the menu has aesthetic, nutritional and price balance to appeal to customers.
The document discusses research conducted for the Saxonville Italian Sausage brand to develop a national product line. It analyzes positioning the brand with emotional and functional benefits. Qualitative research was performed on demographics, psychographics, and consumer sessions. Concepts were developed and tested. Research showed family connection positioning resonated best but may face competition. The brand name "Saxonville Italy's Best" is recommended along with goals for R&D, pricing strategy, and marketing tactics like label changes, celebrity endorsements, and product displays.
KFC aims to reposition itself in India by targeting both vegetarian and non-vegetarian consumers. Currently, vegetarians feel excluded by KFC's focus on chicken and lack of variety in vegetarian options. The document outlines a 5C analysis of KFC as a company, its food category in India, consumer insights, competition, and channels. It then presents a business ambition to establish KFC as a healthy brand with variety for all consumers. Insights show vegetarians feel neglected at KFC due to limited options and messaging reinforcing non-vegetarianism. The creative brief aims to eliminate vegetarian inhibitions and have them see KFC as an aspirational hangout through communicating the variety, quality and
This document provides a summary of trends observed at the Natural Products Expo West conference in March 2016. It identifies several major trends seen at the show, including an emphasis on new product forms and formats, cultural fusion influences in products, a renewed focus on healthy fats in products and diets, and the growth of lifestyle-based consumer tribes. The document also provides examples of products showcased at the event that demonstrate these trends. The information is intended to help companies innovate new products that align with shifting consumer preferences.
Social Reflects The Health of Your Cross-Channel StrategyMediaPost
Social is not just a channel. It is a barometer. Here is where marketers can understand how their brand is resonating with prospective and existing customers in terms of messaging relevance, market geography, engagement. The VP of Marketing for innovative healthy frozen food maker Luvo shares how she optimizes social to serve as a gauge and a guide to her cross-channel strategy.
This document outlines a communication strategy for Spanish Josh, a new restaurant serving Spanish and Indian cuisine. It begins with an introduction to the brand proposition and target market understanding. It then describes the results of a dipstick survey conducted in Bangalore to understand why customers frequently visit an existing restaurant, Mast Kalandar. The survey found customers appreciate Mast Kalandar's consistent quality, hygiene, and convenient location. The document concludes by recommending Spanish Josh focus its communication on engaging customers at multiple touchpoints from their first visit through return visits using social media, word-of-mouth promotions, and dual positioning to different customer segments.
Danny Boome is an international TV personality known for his culinary work and dynamic personality. He has over a decade of broadcasting experience and has built his brand across the globe. Fresh Fest is an event celebrating Fresh Direct's suppliers, produce, and values through a market, dining experiences with guest chefs, lectures from suppliers, and cooking demonstrations. Potential digital marketing campaigns include disrupting other grocery chains by comparing products, creating instructional videos on food pairings, and promoting Fresh Direct's suppliers.
Kissan was introduced in India in 1935 and was acquired by Hindustan Unilever Limited in 1993. It has since grown to become the leading jam and ketchup brand in India. Kissan started as a jam brand but has expanded into other product categories like ketchup, squashes, and juices. It enjoys strong brand recognition and a wide distribution network. While facing competition from brands like Heinz and Maggi, Kissan maintains a leading share of the ketchup market in India through competitive pricing, variety of flavors, and extensive promotions.
This document outlines a business plan for "Earthos", a proposed premium vegetarian restaurant. The summary includes:
- Earthos will be a theme-based, upscale concept focused on providing authentic vegetarian and vegan delicacies from around the world.
- Keys to success will include authenticity, innovation in vegetarian cuisine, combining world cuisines, using healthy ingredients, and attracting renowned chefs.
- The objectives are to become a top global vegetarian restaurant known for authentic flavors and achieve cash flow self-sufficiency within a year.
The document discusses strategies for Lavazza, an Italian coffee brand, to evolve its creative communication platform and build brand awareness among its target consumers in the US. It emphasizes elevating a conversation around individuality, self-expression, and attainable luxuries. The pandemic has accelerated consumers' desire for elevated experiences and willingness to spend more on brands that complement their lifestyles.
Young Marketers Elite Development 4 - Assignment 2.1Anh Huynh
Knorr's strategic branding process involves understanding implicit requirements, developing a vision linked to business goals, and segmenting customers. It conducted stakeholder analysis to identify opportunities and issues in Vietnam's seasoning market. Knorr's brand promise was to provide natural, nutritious meals conveniently. Its positioning centered around delivering "rounded taste of love" through all-in-one seasonings. The brand personality aimed to be authentic, generous, and inspirational through simple, smart cooking ideas.
Loeb's Crunch is a consumer goods company introducing a unique line of crunchy, healthy toppings to the food industry. The $21 billion seasoning/condiment industry is growing, and Loeb's Crunch aims to capitalize on this as a first mover with its variety of natural, low-calorie toppings. The company has established a national retail footprint in over 8,000 stores and 2,000 foodservice locations. Its strategy is to improve margins, expand product lines, increase national distribution to 40,000 locations, launch international expansion, and grow brand awareness.
Loeb's Crunch is a consumer goods company introducing a unique line of crunchy, healthy toppings to the food industry. The $21 billion seasoning/condiment industry is growing, and Loeb's Crunch aims to capitalize on this as a first mover with its variety of natural, low-calorie toppings. The company has established a national retail footprint in over 8,000 stores and 2,000 foodservice locations. Its strategy is to improve margins, expand product lines, increase national distribution, and launch the brand internationally. Management has industry experience and the company has gained celebrity endorsements and national press coverage.
Loeb's Crunch is a consumer goods company introducing a unique line of crunchy, healthy toppings to the food industry. The $21 billion seasoning/condiment industry is growing, and Loeb's Crunch aims to capitalize on this as a first mover with its variety of natural, low-calorie toppings. The company has established a national retail footprint in over 8,000 stores and 2,000 foodservice locations. Its strategy is to improve margins, expand product lines, increase national distribution, and launch the brand internationally. Management has industry experience and the company has received celebrity endorsements and national press coverage.
Gardenburger aims to expand from specialty stores into mainstream grocery. Its strategies include branding the veggie patty category, leveraging the brand into new retail and food service channels, supporting expansion through advertising and promotion, and strengthening leadership in current channels. It also plans to develop new products. The analysis discusses Gardenburger's target demographic as health-conscious women aged 25-54, and proposes an "Eat Positive" advertising campaign emphasizing the brand's natural and environmentally-friendly qualities.
A Strategic Communications Plan For Nandos - PresentationMonica Franklin
This document summarizes a presentation by the marketing team at Nando's. It discusses research conducted on occasional customers, insights developed, and a proposed brand positioning and campaign. The team conducted surveys and interviews to understand why occasional customers only visit 1-2 times per year. Their insight was that these customers enjoy sharing local restaurant experiences with friends. Their proposed campaign aims to position Nando's as your "local Portuguese" restaurant and encourage more frequent visits among occasional customers by appealing to the social and communal aspects of eating there. Key elements of the campaign include posters in bus shelters and a social media/online campaign around a hashtag to evaluate effectiveness.
Shan Biryani Mix is a rice recipe mix produced by Shan Foods. It contains spices like salt, garlic, ginger, and chili that help recreate the authentic taste of biryani at home. The product aims to provide consumers an easy way to make tasty meals quickly. Shan Foods targets women aged 18-45, especially for occasions with family and in restaurants. The company uses various marketing strategies like advertising, distribution through retailers and wholesalers, and competitive pricing to promote the brand and ensure customer satisfaction.
This document provides a market analysis for Bazaar Sauce, a startup sauce company. It begins with an executive summary that outlines the goals of increasing market share starting in 2016 and breaking even on investments by 2019. It then provides a situational analysis including details on the company, customers, industry and competitors. The major competitors identified are Heinz, Tabasco, and McCormick. It also outlines segmentation of the target market and goals. Environmental trends noted include increasing demand for ethnic sauces and the aging population potentially impacting spending.
1. Sauces
activation
in Romania
Maria Gavrilescu 2012
2. Campaign Structure
June – Dec 2012
1. New world of Knorr 3. New world of Knorr
ASK US CAMPAIGN TEST US CAMPAIGN
June- August 2011 Sept – Dec 2011
4. Events Kits!
2. Sauces are good!
Implementing recipes
Campaign
Campaign
August 2011- Dec 2012
Sept- Dec 2011
4. Knorr Tells you everything you want to know.
ASK US!
Tool:
Guide of Myths
.
Presentation title in footer 00 Month 0000 4
5. Knorr Tells you everything you want to know.
ASK US!
Tool:
Website
www.knorrpentrubucatari.ro
Text means: Are you a professional chef?
Knorr tells you everything you want to
know. Ask us!
Live!
6. Knorr tells you everything you want to know.
ASK US!
Tool:
Ads in trade
magazines
41.000 copies
Call to action – go on
www.knorrpentrubucatari.ro and
ask questions
Presentation title in footer 00 Month 0000 6
8. What we need to do is to educate both
parties (operators & chefs + end
consumers) regarding sauces and
types of meats.
We need to make them understand the
benefits of serving meat with sauces
(for operators that mean revenue, for
chefs means innovation in menu, for end
consumer a better taste of the dish) and
also what type of sauce goes with a
certain type of meat.
9. Objectives Desired outcome
•Increase ROS – sauces in •Chefs use with more than
more plates 20% more sauces by the
end of the campaign
•Increase coverage – sauces •To list the new range of
in more kitchens sauces in 30% of the active
locations
•Educate chefs and consumers
Sauce is good •Chefs understand the
benefit of the Knorr sauces
•Knorr is a professional brand category
in which chefs can truly trust
•Consumers start to
•UFS is the brand that brings demand dishes that have
inspiration in all kitchens and sauces
their tastes (flavors)
gavrilescu maria 2012
10. Targets
CHEFS
• 20% of the Romanian Chefs know how to use the sauces and they already
use them – UFS need to provide them with more types of sauces
and inspiration
• 80% do not know how to use the sauces, or use them in 1-2 dishes –
UFS needs to assume the role of Category Former and to start an
educational campaign
CONSUMERS
• 20% of consumers are opened to new culinary experiences – UFS
thought out its operators need to give support to the most
desirables experiences
• 80% of consumers are in the comfort zone, eating only traditional dishes
(dry food)* UFS need to stat an educational campaign
gavrilescu maria 2012
11. SAUCES ARE GOOD
TRADE END
CHEFS CONSUMERS
OPERATORS and (GUESTS)
PUT SAUCE ASK FOR
IN YOUR MENU DISHES WITH
AND RECOMMEND SAUCES THAT HAVE
IT TO YOUR FLAVOUR
GUEST
TEST US! EXPERIENCE!
gavrilescu maria 2012
12. Discover the diversity of flavors and express your self
Trade materials with all 21 types of sauces
gavrilescu maria 2012
13. Sauces dictionary – explains the 5 families of sauces
Trade material
gavrilescu maria 2012
15. Consumer communication
PR campaign
• The 1st step of the communication on sauces was
designed as a nonbranded campaign which purpose
was to talk about sauces and about how good they
are for customers’ gastronomic experiences, before
the Test Us campagin and at least one year after, in
order to change Romanians’ habit of eating meat
dishes without sauces.
• We got this insight about Romanians’ attitude towards
food from the Omnibus study that we made in
Romania in May, therefore we supported our
communication about nonbranded sauces on this
study whose results say that Romanians like to eat
shaorma, pizza and meat without sauces, garnished
with potatoes.
gavrilescu maria 2012 15
16. Communication target
» External non-commercial: Mass Media, Key
opinion formers
» External commercial: chefs, operators, direct
clients
consumers
those who usually eat out of home, also at
business meetings, and who know all types of
cuisines and those who eat only at restaurants
that they know and only dishes that they have
tried before
gavrilescu maria 2012
17. Why?
• What we need to do is to educate both parties
(operators & chefs + end consumers) regarding
sauces and types of meats. We need to make them
understand the benefits of serving meat with
sauces (for operators that means revenue, for chefs
means innovation in menu, for end consumer a better
taste of the dish) and also what type of sauce goes
with a certain type of meat.
• Convince mass-media to talk about sauces because the
information directly concerns customers and because
the information that we give is not branded – therefore
they won’t associate their names with a company.
Communicate that it is a UFS campaign, but that we
aren’t interested to communicate our name but to
communicate through our professionals (chefs and
nutritionist) why we should eat meat with sauce.in
menu, for end consumer a better taste of the dish) and
also what type of sauce goes with a certain type of
meat.
gavrilescu maria 2012 17
18. PR tactics Sauce is good
Continue the conversation started about
sauces and about the benefits of eating
meat with sauces
• Make the media interested in the subject, by
giving them tailored information about sauces
that would interest their readers –
information about afrodisiac sauces and
about sauces that women and men could
cook to impress their partners and their
families – stories pitched in lifestyle
magazines.
• Start a cause online (on Facebook) for a
Romanian sauce, to discover and create a
Romanian sauce and talk to general media
about the ingredients that a Romanian,
traditional sauce should have (involve
journalists in the process of finding the
Romanian sauce)
• UFS’ specialists (our chefs) to become
journalists’ partners when it comes to talking
and giving advice about sauces.
gavrilescu maria 2012 18
19. PR tactics Sauce is good
• Make our partners in the media realise
that they can help UFS in educating
customers to ask for sauces when eating
out of home
• Start the conversation about sauces also
on social media, on channels that we
don’t control, through our chefs – they
will post in culinary groups on Facebook
recipes with sauces that they prepare
from scratch and ask for the
community’s opinion about sauces in
general.
• Make interviews about sauces and eating
with sauces, in general, with local chefs
during Knorr makes your 4 promises
campaign, without mentioning Knorr
sauces and give the information to the
local and general media. The subject –
Cooking with sauce –a new competitive
advantage that Romanian restaurants
can capitalize on
gavrilescu maria 2012 19
20. Results in words
• A general publication with nationwide circulation asked
UFS to give them a series of materials about sauces
and realized a series of materials with sauces as the
main subject.
• Cooking and lifestyle websites used the information
that we gave about sauces and started a conversation
about sauces also asking for our specialists’ opinion
(nutritionist and chefs)
• We gained a strategic partner (restrograf.ro) a website
that makes the best reviews for restaurants, that
publishes the information that we give them and starts
conversations with its readers. We used Restograf.ro to
find out customers’ opinions about eating out of home
– we posted a questionnaire with questions from
WMR1 to help us when communicating the results of
the study that we made in Romania (local WMR2
study)
• Lifestyle websites ask us for recipes that are made with
sauces.
gavrilescu maria 2012 20
31. - Chefs need inspiration as shown in our last market research
- Chefs need to be fast in preparation process and maintain
the same quality and taste for all dishes
- Chefs need convenience products as are time savers
- Chefs need new solutions as their job requires permanent
innovation as a pressure from the owners
- Chefs need a partner to understand their need and provide
solutions
• Owners need innovation for
their business (need for
differentiation)
• Owners need fast end efficient
solutions doubled by quality
services and dishes
• Owners need solutions to
better sell their offer
gavrilescu maria 2012
34. Next steps
• Road show Test Us
◦ Oradea Event
◦ Bucharest Event
◦ Demonstrations, demonstration, demonstrations
• Sauces are good
◦ Maintain conversation with mass media
◦ Involve owners in the conversation
◦ Make consumer our sauce demander
◦ Change attitude and habits towards sauces
gavrilescu maria 2012