b2b customer innovation & strategy development presentation. jaime scholl. april 2016 vf final...
TRANSCRIPT
CONFIDENTIAL
B2B CUSTOMER, INNOVATION & STRATEGY DEVELOPMENT
JAIME SCHOLLCustomer Innovation & Strategy Manager
BALDWIN RICHARDSON FOODS
April 15, 2016
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ABOUT JAIME SCHOLL
EDUCATION
EXPERIENCE
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ABOUT BALDWIN RICHARDSON FOODS
WHO
Leading Manufacturer of
Custom Ingredients for
the Food & Beverage Industry
WHAT
Fillings Sauces
Toppings Syrups
WHERE
Foodservice
Industrial/Retail
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IT’S ALL ABOUT THE END CONSUMER
NeedsWants
End Consumers
B2CInnovation
B2BInnovation
&Everything Begins & Ends With the Consumer
Consumers ultimately drive demand and determine product usage outcomes
Consumer-centric views provides crucial insight about what drives loyalty
Canadean. TrendSights 2016: Defining the trends shaping the consumer and innovation landscape. January 2016.
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INFLUENCES ON CONSUMER PURCHASE BEHAVIOR
CULTURAL SOCIAL PERSONAL PSYCHOLOGICAL Economical
CULTURE
SUBCULTURE
SOCIAL CLASS
FAMILY
REFERENCE
ROLES/STATUS
AGE
OCCUPATION
LIFESTYLE
PERSONALITY
MOTIVATION
PERCEPTION
LEARNING
LIFESTYLE
BELIEFS
PERSONALINCOME
FAMILY INCOME
INCOMEEXPECTATIONS
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EXAMPLE
CULTURAL
SOCIAL
PERSONAL
PSYCHOLOGICAL
Economical
1) Educated: More Millennials have college degrees that any other generation of young adults and women have outpaced men in earning bachelor’s degrees.
Popsugar.com/Moms/Signs You Are a Millennial Mom. March 2016
2) Shaped by Technology: Generation came of age with the Internet and Millennials Moms are highly connected using an average of 3.4 different online accounts and spend 17 hours/week online (+4 hours/week than non Millennial moms)
3) Don’t Want to “be Mom” All The Time: “Me time” is a hot commodity for this new generation of moms. 20% say they would pay $150/month to tackle the “to do” list items they’d rather not do.
4) Surprisingly Traditional: Millennial parents maintains surprisingly tradition division of labor. This group of moms spends half as much time in paid work but twice what fathers do on childcare and household maintenance.
5) Less Spending Power: Earning power has been stifled due to bad timing. Many have entered the job market just as the economy tanked. Working moms who started their careers during the recession earn 9% less than those who didn’t.
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END CONSUMER NEEDS/WANTS
National Marketing Institute H&W Study for Sensient 2015
52% 51% 49% 45% 42% 41% 40% 37%
67% 62% 62% 60% 57% 55% 54% 53%
Dairy Kid CentricFoods
Juice, Drinks,Teas & Sports
Drinks
Cold Cereals Salty Snacks Sweets Drink Mixes CarbonatedSoft Drinks
All Consumers Millennial Moms
Question: When it comes to artificial colors, which categories matter the most?
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REALM OF INFLUENCES
NeedsWants
End Consumers
Macro/IndustryCategory
MarketTrends
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END CONSUMERS & TRENDS INFLUENCE EACH OTHER
End Consumer Behavior Creates
Trends
Trends Effect Consumer Behavior
PERCEPTION
INFORMATION
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TREND EXAMPLES
Pouched fruits, vegetables and yogurt
CategoryMacro/Industry
Limited selection supermarkets with curated content at an affordable price
Market
Pulses: Plant based protein and amino acids as part of a healthy diet
Consumer
Simple ingredients (no artificial)
Canadean 2016
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REALM OF INFLUENCE
Macro/IndustryCategory
Market
NeedsWants
End Consumers
Trends
Business StrategyBusiness Plan
Product PortfolioPain Points/Opportunities
Your Customer
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YOUR CUSTOMER
Business Strategy
What are their corporate goals? For next year? In 5 years?
What sets them apart from their competition?
Business Plan
How do they plan to grow sales?
What are their key initiatives?
Product Portfolio
What brands/product lines are they focused on?
What is happening in the marketplace?
Pain Points/Opportunities
Which trends are influencing their business the most?
What are the biggest hurdles they have in achieving their corporate goals?
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WHERE DOES YOUR CUSTOMER FALL?
Roger’s Multi-Step Flow Theory or Diffusion of Innovations Theory
Breakthrough
“Me Too”
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EXAMPLE: ARTIFICIAL COLORS
Canadean. Clean Label Focus: What Are Consumers Saying & What Is the Industry Doing?
Over 60% of American consumers say that
a lack of artificial colors or flavors is important to their food purchase decisions
Subway is removing artificial colors from its North American menu items by 2017
Artificial ingredients to be removed from all its cereal products by the end of 2017
Plans on phasing out the use of all artificial colors and flavors from its products by 2018.
Removing all artificial colors from its human food products over a five-year period (2016)
Consumer Driven Trend: Clean Labels
Companies Respond to Clean Label Trend
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REALM OF INFLUENCE
Business StrategyBusiness Plan
Product PortfolioPain Points/Opportunities
Macro/IndustryCategory
Market
NeedsWants
Your Customer
End Consumers
Trends
Business StrategyBusiness Plan
Core Competencies
Your Company
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YOUR COMPANY
Business Strategy
What are your corporate goals? For next year? In 5 years?
Is your strategy aligned with your customers’ strategy?
What sets you apart from your competition?
Business Plan
How do you plan to grow sales?
What are your key initiatives?
Core Competencies
How do your core competencies relate to your customers’ key brands/product lines?
How can your core competencies help them grow these brands/product lines?
How can you use your core competencies to help your customers get/stay ahead of their competition?
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YOUR COMPANY
Business Strategy
What are your corporate goals? For next year? In 5 years?
Is your strategy aligned with your customers’ strategy?
What sets you apart from your competition?
Business Plan
How do you plan to grow sales?
What are your key initiatives?
Core Competencies
How do your core competencies relate to your customers’ key brands/product lines?
How can your core competencies help them grow these brands/product lines?
How can you use your core competencies to help your customers get/stay ahead of their competition?
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FINDING THE SWEET SPOT
Your Company
Business StrategyBusiness Plan
Core Competencies
Your Customer
Business StrategyBusiness Plan
Product PortfolioPain Points/Opportunities
Trends
Sweet Spot
On-Trend Your Core CompetencyX Customer Strategy
On-Trend Customer StrategyX Your Core Competency
Your Core Competency Customer StrategyX On-Trend
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WHERE SHOULD INNOVATION COME FROM?
Your Company
Your CustomerorBOTH!
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INNOVATION PROCESSES
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NON LINEAR INNOVATION PROCESS
Production
End Consumers
Customer
Trends
(Your)
Business Strategy
Idea Generation
Ingredients
Formulation
Packaging
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KEYS TO SUCCESS
Business Goal/Rationale
Definition of Success
Time Frame
Alignment
Limitations Ingredients
Pricing
Manufacturing capabilities
Packaging
Today
Close-In
Bly Sky
Innovation Type
Expectations Size of opportunity
Internal resources required
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Thank YouJaime SchollCustomer Innovation & Strategy ManagerBALDWIN RICHARDSON FOODS