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GIRA Dairy ClubGeneva 13 September 2011Mature Market OpportunitiesPeter WennströmPresident and Expert consultant
©2011 Healthy Marketing TeamFor more information, please contact: [email protected]: www.thehmt.com
The HMT was founded as a joint venture between global branding agency DesignBridge and marketing strategy expert Peter Wennström.
The vision is to give clients expert guidance in the increasingly complex global landscape of nutrition health and wellness ! from category direction to creative strategy. The mission is to help clients to better targeted launches and faster projects by understanding the reasons for failures and successes.
Today the HMT is a team of global experts supporting clients in all parts of the worldTogether with hands on Consulting in Innovation, Marketing and
Brand Positioning, we also support our clients with Inspiration and Training on How to be a Winner in the Nutrition, Health & Wellness market.
Find out more on thehmt.com
What is happening in Europe now
and how will we be selling
healthy dairy products in 2013?
Our world before EFSA
Functional foods were developing as a promise of a prosperous future
Consumers were looking for enhanced products and health claims were believed to support them at the moment of their choice, making obvious to them which product had more value added
Then EFSA came
But our world after EFSA it s not so dire
Let s not make this too complicated(your consumer doesn t want you to)
They think a claim is a straight line to the consumer and that s not the case. - Michele Kellehals, Innovation Director Functional Ingredients Coca Cola
The consumer doesn t place the same value on health claims as you do.
I DON T REALLY CARE
I don t really care about
your health claims, about your active ingredientsand your new benefits-my life is complicated
enough already!
I m often confused about what to eat in order to stay healthy
2000 2003 2005 2008
Germany 24% 24% 20% 23%Netherlands 28% 13% 21% 13%France 26% 35% 40% 33%UK 34% 31% 27% 18%
All data ©2010 Health Focus International ! reproduction prohibited
2010 data now available from Health Focus®Contact [email protected]
FRANCE 2008: 33%
One third of consumers are confused about how to eat healthier
I m tired of expertstelling me what is good for me
2000 2003 2005 2008
Germany 38% 37% 35% 49%
Netherlands 43% 45% 45% 51%
France 43% 43% 45% 39%
UK 46% 49% 55% 53%
All data ©2010 Health Focus International ! reproduction prohibited
2010 data available from Health Focus®Contact [email protected]
UK 2008: 50%
Half of consumers are tired of experts!
I don t believe you!Don´t tell me what is good for me
Strong agree / agree
UK 2008
Germany2008
France2008
Netherlands2008
Poland2008
I don t believe many of the health
claims made on
food packages
48% 44% 43% 42% 52%
Almost half of consumers distrust claims!
All data ©2010 Health Focus International ! reproduction prohibited
2010 data now available from Health Focus®Contact [email protected]
UK 2008: 48%
I DON T REALLY CARE
I don t really care about
your health claims, about your active ingredientsand your new benefits-my life is complicated
enough already!
What DO I care about?
Let s take a look at some
CONSUMER data.
I m tired of expertstelling me what is good for me
The Elephant in the room..
The Society Perspective:Need for a preventive approach
MEDICINE
COST
FOOD
"unh
ealth
"
The bill:
©Bjerndell/Wennström
Medical care:Treatment, Medication, Surgery, Care
Prevention : Healthy lifestyle information, Supplements, Functional Foods, choice of foods
The Science Perspective:Need for a Wellness focus
MEDICINE
NUTRITION
:
©Bjerndell/Wennström
ILLNESS MARKERS
WELLNESS MARKERS:
So how can we make it happen for our brands categories?
What is the space your category and your occupy in the mind of the consumer?
That space is your starting point!
Dairy: It s significance for European Consumers
Health claims were intrinsically related to consumers understanding of the benefits
In the case of dairy products, the
GOODNESS OF MILK understanding
should be consider as an advantage.
It happens in those 3 dimensions:
Physical:What can I physically feel? What does
the product do to my body?
Intellectual:What do I know milk is good for?
-Strong bones, growing stronger, etc
Emotional:1.Personal relevance associated with
nurturing
2.Cultural relevance in most cultures
milk has an intrinsic cultural meaning
GOODNESS OF MILK
Social
Mythic
Cultural
Rational
Emotional With such a rich Significance, does dairy
really need health claims?
Dairy: It s significance for European Consumers
Dairy is still considered the GOLD STANDARD nutritional food for children in most European markets
The Category Essence of milk is still Natural and Healthy
After a long focus on low fat and carbohydrates, the trends are moving back to protein and full fat in a natural diet.
Hence, the opportunity to leverage the above and innovate with Dairy Based Solutions in Early Massmarket in these markets is significant.
Similarly, the need to keep loyalty of traditional mass market consumers is vital
Five key Market Entry Strategies
Five Market Entry Strategies with varying Innovation quotients & Marketdisruption ability:
Market Entry Strategy Relevance for Mass Markets
Leveraging hidden nutritional assets
New category creationNot relevant for Mass Market
New segment creation
Category substitution
The functional foods make-over Not relevant for Early Mass
Market
So how can we make it happen for our brands?
Kaiku - Removing barriersIncrease permissibility of milk and introducing a new segment
Kaiku Leveraging milk goodness and removing barriers to consumption
Avonmore leveraging goodnessBuilding a portfolio by leveraging essential milk goodness for all life stages
Avonmore MilksUsing consumer knowledge to brand and own the ubiquitous milk benefit in a Avonmore way
Avonmore MilksBackground
One of the largest milk brands inIreland.
The range is fortified withCalcium, Vitamins includingVitamin D and other essentialnutrients, including low fat milk,whole milk, milk fortified withfolic acid to aid healthypregnancy.
Avonmore portfolio boasts a range of milks to complement every lifestyle with SuperMilk, Slimline, Milk Plus Probiotic LGG, Low Fat and Fresh Milk.
Avonmore MilksUsing consumer knowledge to brand and own the ubiquitous milk benefit in a Avonmore way
Avonmore: Key Success Factors
Avonmore has strengthened it s Market Leader
position in the milk category in Ireland by
product innovations in it s range using the
strategy of Leveraging Milk s Nutritional Assets.
It continues to keep the brand relevant among
Mass Market stakeholders by being consistent to
it s origins as a brand strong in Irish provennace
and connected to local communities.
Sponsoring:- The successful Kilkenny hurling team.
- Munster schools rugby.
- Barretstown camp for children recovering
from serious illnesses, pledging to raise 2
million for the charity.
Activia preparing for post EFSAMoving from health claims to consumer education.
What does this sign means to you?
Translating the benefit into a mnemonic short hand
Activia targeted constipation and digestive irregularity.
They have a product where you are able to FEEL the benefit and were able to communicate that through demonstration.
Danone did this through imagery in the form of a slimed waist and yellow arrow. They also conducted a two week challenge to test the felt benefit.
Benefit development: Activia
Introducing the brand and the problem with a health claim
Activia with Bifidus RegularisHelps regulate your digestive system
Focusing on communicating the benefit, supported only by the active ingredient
With the Brand and the Benefit established, it s possible to communicate with less cues and no claims
Activia Brand Evolution: From Problem to Pleasure
Phase1. Targeting constipation and digestive irregularity
Brand Message & Symbolism: Owning Transit
Phase 2. Demonstrate Effectiveness
Brand Message & Activation: Feel the benefit
Phase 3. Expand Range to offer pleasure through digestive comfort
Brand Message & Extensions: Fits into My Life In many Pleasurable Ways
The Rules for a successful market entry
1. Remember the Category Significance and Category Essence of Milk and hence Dairy in the old market.
2. Understand the consumer s needs and the changing trends and how
that opens for new expectations on dairy. Be prepared to increase
permissibility of dairy by removing barriers like fat, lactose and
industrial processes.
3. Then determine the Role of the Brand as well as it s Market Entry Strategy to create a relevant and competitive dairy marketing mix to
serve both the Early and the Traditional Mass Market consumer.
4. Innovate and create value by leveraging and fitting into new habits
and needs by innovation in packaging and distribution. Position dairy as
a substitution to other categories.
In sum Know the Consumer! Listen to Her! Understand her Context!
So remember
It s NOT the end of the world!
Thank you
Peter WennströmPresident and Expert consultant
©2011 Healthy Marketing TeamFor more information, please contact [email protected] www.thehmt.com