Strike kick-off presentation

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Strike kick-off presentation

  1. 1. STRIKE Salad Dressings:
  2. 3. EATS SALADS Almost every Russian Source: Menu Check 2007
  3. 4. CONSUMER: Women can create three things OUT OF NOTHING: Source: Consumer Blogs hairstyle salad and tragedy
  4. 5. CONSUMER: Salad must Source: Golden Dishes Salads 2010 enthography study UPLIFT MOOD. Colorful, fresh!
  5. 6. CONSUMER: Summer is coming – Source: Consumer Blogs we’ll lose weight by EATING LIGHT SALADS and fruits
  6. 7. CONSUMER: We’re tired of regular mayonnaises Source: Star 2010 consumer research and now we want some exotic salads; NATURALLY, WE USE THESE NEW SAUCES
  7. 8. CONSUMER: Fresh green salad - Source: Nielsen TASTIEST AND HEALTHIEST!
  8. 9. CONSUMER: I tried to create CAESAR SALAD WITH MAYONNAISE – Source: Consumer visits but it just doesn’t fit
  9. 10. In Western European market, Salad dressings are as big as Meat&Fish sauces Source: Euromonitor, Nielsen and ONLY 2 TIMES SMALLER THAN MAYO
  10. 11. In Russia Calve already accounts for Source: Nielsen 75% 75% OF SALAD DRESSINGS MARKET !
  11. 12. JENI HALL: Source: Stakeholder Interviews what can we do in terms of Salad dressings” “ I’m glad that we’ve FINALLY TACKLED this discussion:
  12. 13. JENIA SEDOVA: Source: Stakeholder Interviews I observe people switching to LIGHT VEGETABLE SALADS
  13. 14. BAS SMIT: Source: Stakeholder Interviews and this is exactly what our Salad dressings will help Calve do To keep up BEING MODERN Calve needs to act in a trendy way –
  14. 15. JENIA ODINTSOVA: Source: Stakeholder Interviews People start eating new salads like Caesar and Greek Salad dressings are a NEW TREND. and this trend would develop more and more
  15. 16. I eat salads FOUR DAYS A WEEK – only excluding Friday, Saturday and Sunday Source: Stakeholder Interview SVETLANA TSAREVA:
  16. 17. ELENA FEDOSOVA: Source: Stakeholder Interview Salad dressings – like a favorite child. Its so small, but its SO CUTE AND SO PROMISING
  17. 18. I eat green salad every day. I always take it as a side dish when I go to the canteen Source: Stakeholder Interview KASKA BRANNY:
  18. 19. but I assume triple growth of Salad dressings Source: Stakeholder Interview OLEG GUTSON: In coming five years mayo would still be dominating,
  19. 20. ACT MODERN&TRENDY
  20. 21. ABSOLUTELY YUMMY
  21. 22. BRING EXCITING VARIETY
  22. 23. SALAD DRESSINGS
  23. 24. THE JOURNEY BEGINS
  24. 25. STRIKE Salad Dressings:

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