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National Pork Board Re-branding Campaign Spring 2011. Retail Marketing Mission. To fundamentally change the way retailers think about fresh pork by increasing strategic retail partnerships, providing information driven business solutions and effective, consistent communication. - PowerPoint PPT Presentation
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National Pork Board
Re-branding CampaignSpring 2011
Retail Marketing Mission
To fundamentally change the way retailers think about fresh pork by increasing strategic retail
partnerships, providing information driven business
solutions and effective, consistent communication
2
Business Goals for 2014
333
+10% Real PCE
+10%Points
Juicy, Tender, Flavorful
+10% Fresh Pork
Eatings
Behavior Attitudes
We Are
CONSUMER ATTITUDES TOWARD PORK
5
From our Consumer Segmentation Research Study
Confirmations
Fresh pork is not consumed at the same rate as beef or chicken
Processed pork is consumed at very strong rates
Pork doesn’t have a focused, strong rational or emotional connection with the general consumer marketplace
6
And Encouragements…
Americans Enjoy Pork
7 Source: NPB Consumer Segmentation Study, 2010
Percent of U.S. Households giving each cut a top-three box rating for “Enjoy”*1-10 scale
Pork is Flavorful
Just as flavorful as Beef & Chicken• 63% of U.S. households say Pork such as Loins,
Tenderloins & Roasts are flavorful – not significantly different from the other proteins
• 67% say Bacon, Ham & Sausage are flavorful – higher than Beef & Chicken
8 Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores
And Satisfying Too
65% of consumers find Pork such as Loins, Tenderloins & Roasts satisfying
61% say the same about Bacon, Ham & Sausage
9 Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores
Pork is a People-Pleaser
52% of consumers say Pork Ribs, Loins, Tenderloins & Roasts are something everyone enjoys
48% say the same about Bacon, Ham & Sausage
10 Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores
Pork is Healthy & Safe
Only 10% of U.S. consumers limit the number of times they eat pork because of fat and sodium
Only 5% limit consumption because of worries about safety
Worries about safety and undercooking are very comparable to Chicken and Beef
11 Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores
And Can Be Enjoyed Pink
22% of U.S. households like their pork chops, loins and tenderloins cooked to “Medium”
38% like pork cooked “Medium Well”
39% like pork “Well”
12 Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores
Consumers are open to Pork
Consumers would eat more pork if…They had more recipes for preparing pork quickly on weeknights (36%)
Cooking instructions were provided on pork packaging (35%)
They knew certain cuts of pork were comparable to chicken breast in terms of fat content (33%) or nutritionally very similar to other meats (25%)
They knew it could be cooked to medium (25%) or slightly pink center (25%)
They saw more pork items on restaurant menus (22%)
13
Medium/Heavy Pork Users Account for 27.7% of Households
14
U.S. HHs FRESHAt Home
FRESHAway
PROCESSEDAt Home
PROCESSEDAway
Non-Users
AFH Only
Super Light
Light
Medium/Heavy
And account for 78% of the eating occasions for fresh pork at home in the past 2 weeks
Source: NPB Consumer Segmentation Study, 2010
DETERMININGTHE NEW PORK TARGET
15
Targeting Questions
Who are our most committed customers?
Can we still grow with them? Drive at-home fresh pork consumption
Build away-from-home fresh pork demand
Create a climate where processed pork can thrive
Can we find other consumers that share some of their behaviors and attitudes, and make them more committed to pork?
16
New Pork Target
17
Enjoy all fresh cutsEnjoy all fresh cuts cutsEnjoy
all fresh cuts
Enjoy all fresh
cuts
Positive about pork, cooking, life
Confident preparing>2 cuts
Medium/Heavy Fresh Pork Eaters
28% of U.S.Households
68% of all Fresh Pork Consumed At Home
50% of all Fresh PorkConsumed Away From Home
Changing Behaviors
18
Baseline
Core
Positives
Confidents
76
68
42
Goal
88
77
48
2011 2012 2013 2014
+3
+0
+1
+6
+1
+3
+9
+3
+6
+12
+6
+9
10% Growth
Annual Fresh Pork Eatings
UNDERSTANDING THE NEW PORK TARGET
19
What do they do?
Love a good meal - with various proteins at the center, plus delicious sides
Enjoy and recommend pork; fresh and processed, at home or away from home
Enjoy cooking - for special occasions, weekend meals or weeknight meals
Use lots of appliances - and a thermometer
Search for new ideas
Experiment
See the glass half full; have fun
20
How do they feel?
Confident in cooking and in life
Accomplished & Proud when preparing a complicated meal or when asked for a recipe
Down-to-Earth in attitude
Open to new flavor experiences, meal ideas, prep methods, and meat cuts
Engaged in learning and trying new things, new ways to cook
Content with their health and lifestyle
Aware of fat and sodium, but doesn’t let that stop them from enjoying pork
21
What do they value?
Cooking
New flavor and preparation experiences
Creative expression
Enjoyment
Sharing meals with family & friends
Giving to others
Quality, respect, security
22
How do they engage?
With family and friends, first and foremost!
Find meal ideas from watching cooking shows, searching the internet, browsing the supermarket and dining out at restaurants, reading magazines and newspapers
23
Who are they?
Women, and Men too
Married, in a smaller household
Both working full-time outside the home
35-64 years old
College grad, making $50K-$99K per HH
Any ethnicity, living anywhere
Medium/heavy pork user
Medium/heavy meat & poultry user
A confident cook, but not a foodie
24
Pork’s New Position
Pork is the brand
26
Consumer Need & Pork’s Position
27
Pork’s Personality
28
Unapologetic, assertive, optimistic, energetic,
approachable, outgoing, a leader
We are Pork. Deliciously, wonderfully, unabashedly Pork.
We’re fresh inspiration, a family favorite, your weeknight go-to, the one you look for.
We’re endless versatility. We’re fun in the kitchen, and we help you
put your own spin on things. We know how to keep
things simple and make things special.29
Pork’s “Voice”
We’re the aroma you can’t resist. The taste of backyard barbeques,
Sunday dinners, casual get-togethers, and mid-week meals on the go. We’re your favorite dish at your favorite restaurant. We’re the sizzle.
The bite. The taste. The savor.
We are one great meal after another. We are. . . .
30
. . .Continued “Voice”
Our Product Marketing Will…
No longer rely on comparisons with other proteins
Embrace the flavor and versatility that is the product we love. . .And what chefs, food writers and everyday good cooks love!
Celebrate the wide range of meals that pork offers
Give new ideas to our best customers and influencers to increase frequency
Move the needle on pork sales both at retail and foodservice
31