belmarkacademy september14 module1 handout (1)
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BELMARK ACADEMY
MODULE 1 OVERALL MARKETING APPROACH
KEY PRINCIPLES
September 2014
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The Bel Marketing priorities Key areas on which we want to be stronger
Consumer insights
Brand experience
Marketing efficiency
Innovation
Responsible marketing
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DEVELOP What are the key strategies to address the brand challenges?
Bel Marketing Way in action: 3D process for building marketing plans
DIAGNOSE What are the Top 3 challenges to fuel the brand growth?
What are the key drivers and barriers to grow the business?
What activities worked / did not work (ROI)?
What are the priorities and opportunities within the brand portfolio?
Who should we target? What
insights do we have about them?
What should be our
communication strategy based on
the brand challenges and target
understanding?
How can we optimize our portfolio,
value proposition, in-store
fundamentals and brand
experience to acquire, keep and
expand our Target consumers?
DELIVER How do we concretely execute the marketing plans to maximize ROI?
Eva
lua
te
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Building Bel brands Different situations, different challenges
New or small player in
developed market grow
share vs. competition
Big player in developed market
defend/expand in new markets
New/Small player in under
developed category
grow selectively
Big player in underdeveloped
category grow category
Brand relative strength vs. competition
Category
Development
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++
-- ++
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Building Bel brands 4 cases, 4 category/brand situations
Small player in developed
market
Big player in
developed market
Small player in under developed
category
Big player in underdeveloped
category
Brand relative strength vs. competition
Category
Development
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++
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LVQR ALGERIA
The approach in action:
continue to grow an already strong brand
Big player
in
developed
market
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The Algerian Cheese market
A very developed market and still growing >8% each year
Dominated by Processed cheese (79%) and portions (61%)
LVQR in Algeria prior to 2006
A sleeping beauty with a strong potential for growth
25% market share Flat volume at 4.5MM tons Good image
The Algerian context
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EXPAND THE
OFFER
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II
III
The strategy Grow the brand on 3 axes
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I
The strategy Grow the brand on 3 axes
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New Recipe Guarantee the
quality in a
sensitive context
FORTI: nutrition
positioning in line with
mothers expectations
Install the fundamentals PHASE 1
Evolve the discourse PHASE 2
VITA launch Proximity &
Cheerfulness
2007 - 2010
2010 - 2012
Activation linked to events to create
proximity and convey cheerfulness
axe 1 BUILD A STRONG
BRAND
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Turning LVQR into a
Love Brand for the
algerian family
Moving ahead
The mother The children
FOCUS
The fathers
axe 1 BUILD A STRONG
BRAND
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1.Bring cheerfulness to algerian families: Brand association to emotional moments
National team games Back to school Birthdays 3 2 1
axe 1 BUILD A STRONG
BRAND
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Key Visual Poster
The LVQR good mood caravan goes at the encounter of Algerians
(18 cities) to share joy and conviviality
1.Bring cheerfulness to algerian families: Big scale proximity actions
axe 1 BUILD A STRONG
BRAND
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2. Be the privileged partner of the Algerian women (2 roles: mother & housewife)
Mother partner Ally of the housewife
Peace of mind
Valorization of the housewife
Recognition from her family
axe 1 BUILD A STRONG
BRAND
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3. Build a strong and longlasting bond with children
Direct Marketing
Promotions
axe 1 BUILD A STRONG
BRAND
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EXPAND THE
OFFER
I
II
The strategy Grow the brand on 3 axes
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Better cover moments & occasions
13% 12% 31% 11% 23% 10%
Cooking
Spreading
/Snacking
Dipping
axe 2 EXPAND THE
OFFER
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...and targets!
Children Family Men Seniors / young
women Mothers 1-3 yo
axe 2 EXPAND THE
OFFER
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With source of business
within and outside cheese
axe 2 EXPAND THE
OFFER
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Example Entering the Bars segment
Bars segment: 20% of processed cheese
market
Convenient product (cooking)
Not valorized, sold in bulk
Driven by the price, No marketing
Key challenge:
How to enter this
BIG segment with a
value-added
proposition?
axe 2 EXPAND THE
OFFER
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Entering the Bars segment (2007)
Bars segment: 20% of processed cheese
market
Convenient product (cooking)
Not valorized, sold in bulk
Driven by the price, No marketing
LVQR Chef
Value-added proposition
pre-cut and pre-packed bars
Key Benefit:
Success guarantee for your dishes
The recognition of your family
RTB:
Melting and binding texture
Cheese full of taste
Pre-packed fresh bars
axe 2 EXPAND THE
OFFER
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A culinary aid IMAGE built in 3 phases
2010
PHASE 1
Garantee to
succeed
PHASE 2
Recipe ideas
PHASE 3
Bring varieties
2011 2009 2008 2007
6,5 M* booklets
distributed
* 2012 inclus
axe 2 EXPAND THE
OFFER
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A successful launch that also helped reinforce LVQR master brand
Bar segment leader
after One year
Source: Ad-tracker AMRB.
W2 Dec 2011
MS bar segment s / %
Source: Retail audi MEMRB MA 011
Image building on complementary
culinary expertise
axe 2 EXPAND THE
OFFER
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EXPAND THE
OFFER
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II
III
The strategy Grow the brand on 3 axes
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Become the more visible brand within and outside the store
Maximize shelf visibility
via Merchandising
Temporary and permanent visibility
at POS
Reinforce bonding and proximity with
consumers at POS
More and more integrated campaigns 1
2
3
4
axe 2 VISIBILITY
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Results
Volume x4 between 2006 and 2012
Market share + 21 points (from 25 to 46%)
CAN x6
Preferred brand by 84% of Algerians
55% Most Often Used Brand
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LVQR VIETNAM
The approach in Action:
Increasing brand relevance in low consumption
market
Big player
under
developed
category
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TLC Vietnam
Context Vietnam Cheese market = TLC round box
Huge brand awareness but low consumption / lack of cheese culture
Objective : Increase brand penetration
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Increase relevance for the mum
(2008)
Increase brand proximity (2009)
Fix basics (2010)
Increase kids proximity (2011)
TLC Vietnam - The strategy Step by step approach
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Increase relevance for the mum
(2008)
Increase brand proximity (2009)
Fix basics (2010)
Increase kids proximity (2011)
TLC Vietnam - The strategy Step by step approach
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TLC Vietnam The Starting Point: Understanding the local consumer mindset
INTELLIGENT
GOOD HEALTH
TALL
Good appetite Good digestion/
absorption
STRONG RESISTANCE
FOUNDATION OF
DEVELOPMENT
VISIBLE SIGNS/
EXPRESSIONS OF
DEVELOPMENT
Good nutrition
+ Good living
environment +
Source : S&S planning (Nestl study probably)
Food considered as a health factor.
Mums very concerned by nutrition and very ambitious for their kids
4 key expectations vs. food for their children :
Vietnamese national
complex also a sign of wealth and good looking
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TLC Vietnam The Starting Point: Understanding the local consumer mindset
INTELLIGENT
GOOD HEALTH
TALL
Good appetite Good digestion/
absorption
STRONG RESISTANCE
FOUNDATION OF
DEVELOPMENT
VISIBLE SIGNS/
EXPRESSIONS OF
DEVELOPMENT
Good nutrition
+ Good living
environment +
Source : S&S planning (Nestl study probably)
Focus choice for LVQR
- #2 key concern for mums
- Differentiating vs. milk
brand, focusing more on
intelligence
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Turning this end benefit into a communication platform for TLC
Growing up
has never
been so
much fun
Carries both nutritional & pleasure of taste benefits Consistent with our brand identity
Unique vs. milk competition especially
More in line with mums expectations
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The HOW an integrated relaunch plan
Create interest:
Massive TV plan +
trolley branding
Drive brand
rationales
amongst mums:
PR, press & event
Generate product
experience :
School programs +
supermarkets
animations
Boost sales at the
point of purchase :
Trad. Trade: Displays
SM: enhanced
visibility & promotions
Growing up
has never been
so much fun
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Results and learnings phase 1
Volume growth despite difficult context
Good impact on functional image nutrition and convenience
BUT liking and relevance below average
need to strengthen emotional bound to the brand, while still establishing functional benefits (taste & nutrition)
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Increase relevance for the mum
(2008)
Increase brand proximity (2009)
Fix basics (2010)
Increase kids proximity (2011)
TLC Vietnam - The strategy Step by step approach
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2009 plans build on the momentum
Continue to build on the platform
Continue to educate mums on nutritional benefits of TLC
But develop emotional hook to the brand
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Benefits :
- puts a smile on everybodys face - helps kids grow taller
TLC turns goodness into cheerfullness.
Product/
External Relations / PR
Objective : Awareness of brand benefits
Target : Mothers & kids
Tool : TVC
Objective:
Educate on
nutrition
Target: Mothers
Tool: Press/ PR
Objective: Brand love
Target: kids
Tool: School program
Objective: Boost
sales in store
Target: Mothers
Tool: promotion
Growing tall
is
so much fun
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New TVC to drive awareness of brand benefits among mothers & kids
High impact : +28% increase in sales July-Dec 09 vs. LY
Strong ad recall : 73%
Key messages well recalled
3D Icon Helped bring the brand closer to our 2 targets
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Phase 1
Increase relevance
(2008)
Phase 2
Increase brand proximity (2010-11)
Phase 3
Fix basics (2012)
Pse 4
hacrease kids proximity (2011)
TLC Vietnam - The strategy Step by step approach
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2011-2012: tough years
High inflation: 3 prices increases in 2011-2012
Global crisis
Cheapies from competition
Reaction with a 12,5% price decrease
Immediate positive reaction of sales
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Phase 1
Increase relevance
(2008)
Phase 2
Increase brand proximity (2010-11)
Phase 3
Fix basics (2012)
Phase 4
Increase kids proximity (2011)
TLC Vietnam - The strategy Step by step approach
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Building brand proximity with kids while continuing on functional benefit
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Kids Activation - On-pack Premium
- BTS program
- Sampling
- Mascotte
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Results
Volume x2 since 2007
Locked competition out (Share of cheese > 90% despite competitive pressure)
Strong image improvement
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Moving forward
Taste = key barrier for recruitment
Continue to drive proximity with kids
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LVQR KOREA
The approach in action:
Finding a relevant & growing from there
Small player
under
developed
market
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The context
A small market but growing fast driven by Korean food habit changes and aggressive marketing by local manufacturers
A market underdeveloped vs. other dairy products - 60% penetration (2012) vs. 99% for milk and 95% for yogurt
Evolution of Korean Cheese Market
Consumption per capita (KG), Retail & FS Total
Note: 2011 figure (estimate) = estimated market size 2011 actual population Korea
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The context
When we say Cheese in Korea
It means foodservice (85% of market) and a small but highly valorized retail market
It means processed cheese (>75%) and mostly slices (2/3)
It means local brands (75%)
It is sold in Modern Trade with 83% of total value generated from 57% at Hypers, 18% at Chain Large Supers, and 8% at
CVS
It is sold in Cities, with 77% of total value coming from Seoul, Kyounggi (Seoul suburb), and 6 major cities. Seoul + near
Seoul accounts for around 60%.
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Soft cheese
Slices for adult
Hard cheese
Non-cheese product : Natural & Flavoured milk
(+/- 50% of dairy)
Source: 2010 data - Global cheese
Korea: competitive set
Kid slices 75%
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The strategy?
Enter via cubes
Continuous learnings &
rework on the marketing
strategy and actions
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2009
Opportunistic launch of Belcube
2010
Broaden to casual sharing moment
2011
Reposition on family
snack
2012/2013
Fully leverage
LVQR brand
TLC Korea Step by step approach
Continuous Learnings and Rework on
the Marketing Strategy and Actions
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2009
Opportunistic launch of Belcube
Focus Brand Belcube
Target 25-35 yo adults
Positioning Best match w/ wine
ATL Japan copy + OOS + digital
BTL Tasting + 10% coupon
Achieved MS(value): 2.7%
TLC awareness: 48%
Learned Good awareness start Too limited (special) occasion
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2010
Broaden to casual sharing moment
Focus Brand Belcube
Target 25-40 yo adults
Positioning Cheerful snack for casual sharing
occasion
ATL Korean copy
BTL Tasting + 20% TPR
Achieved MS(value): 4.3%
TLC awareness: 52%
Learned Low relevancy of TVC Still price too high for sharing,
but RSP decrease doesnt drive volume
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2011
Reposition on family healthy snack
Focus Brand 1H: Portions
2H: Belcube
Target 30-45 yo moms (media target 30-39) 4 12 yo kids
Positioning Portions: Delicious and nutritious snack for kids
Belcube: Delicious and healthy snack for family
ATL Portions: Pan-Asian Happy Farmer Belcube: 5 sec tag-on to Portions (from Q4)
BTL Tasting + 20%
Achieved MS(value): 4.0% TLC awareness: 59%
Learned Portions: Successful launch Belcube: Good TVC tactic working for
business
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2012/2013
Fully leverage LVQR brand
Focus Brand TLC Umbrella
Target
30-45 yo moms (media target 30-39)
focus mums with 8-12 yo
kids
focus mums with 4-12 yo
kids
Positioning TLC is the expert in making cheese with qualitative ingredients
Positioning Delicious and nutritious snack for kids
Delicious and healthy
snack for family
ATL New Expert equity copy
BTL In-store Visibility, Tasting , PR
Achieved MS(value): 4.0% TLC awareness: 59%
Learned Worked to accelerate growth Need to reinforce differentiation portions & cubes
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2012 Copy
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Results
Volume x2 since 2009
TLC = No. 1 international Brand (in value) in retail market
TLC brand awareness @ 75%
Market share @5%
Penetration @ 5.7%
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Remaining priorities
Continue focus on penetration growth understand needs & drivers of cheese consumption more deeply
Differentiate Portions vs. Belcube more clearly
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LVQR UKRAINE
The approach in action:
Taking over an already developed segment
Small
player in
developed
market
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Building Bel brands 4 cases, 4 category/brand situations
Small player in developed
market
Big player in
developed market
Small player in under developed
category
Big player in underdeveloped
category
Brand relative strength vs. competition
Category
Development
--
++
-- ++
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Key learnings: 7 key principles that apply in all cases..
Start with an in-depth diagnosis
Clearly define the target
Develop in-depth consumer understanding
Define the most relevant local positioning (in line with global)
Review message focus at each step of the journey
Define the priority levers (think ROI)
Build integrated brand experience plans
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Key learnings How to grow the brand depends of its situation
Small player in developed
market
Big player in
developed market
Small player in under developed
category
Big player in underdeveloped
category
(1) Defend leadership via
Reinforce/Cultivate emotional link
Renovation /Pack (2) Expand franchise
new categories New targets New moments New markets
(1) Take the lead in
developing category
in ownable way
- Drive category
relevance
(2) Leverage brand
promise in other
categories
(1) Find a clear
positioning relevant
in a broader
category
(2) Step by step growth
and progressive
investment
(1) Find an interesting
niche and way to
differentiatie vs. existing
competitors
(2) Progressive growth
from small base via
innovation building on
your specific area of
differentiation
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DEVELOP What are the key strategies to address the brand challenges?
Bel Marketing Way in action: 3D process for building marketing plans
DIAGNOSE What are the Top 3 challenges to fuel the brand growth?
What are the key drivers and barriers to grow the business?
What activities worked / did not work (ROI)?
What are the priorities and opportunities within the brand portfolio?
Who should we target? What
insights do we have about them?
What should be our
communication strategy based on
the brand challenges and target
understanding?
How can we optimize our portfolio,
value proposition, in-store
fundamentals and brand
experience to acquire, keep and
expand our Target consumers?
DELIVER How do we concretely execute the marketing plans to maximize ROI?
Eva
lua
te
74
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The Bel Marketing priorities Key areas on which we want to be stronger
Consumer insights
Brand experience
Marketing efficiency
Innovation
Responsible marketing
75
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8
Corporate Social Responsibility (CSR) at Bel: 5 pillars
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CSR: An opportunity: Path to Being Purposeful
Toda
y
Credibility Risk Mitigation Creating Shared Value
Tom
orr
ow
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Toda
y
Credibility Risk Mitigation Creating Shared Value
Tom
orr
ow
Our Approach to Being Purposeful
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Our Approach to Being Purposeful
Toda
y
Credibility Risk Mitigation Creating Shared Value
Tom
orr
ow
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AXIS PROJECTS
Information more accessible
More responsible
Advertising/ Promotion
Consumer data and privacy
More Engaged brands
in Social actions
PRIORITIES Conso Data
Privac
y
CRM
Policy
Comm
To Children Validation
Process
Comm
Charter
Labeling
Promo
Guidelines
Brand
Social
Role
Bring best quality & nutrition
Create the core brands nutritional stories
Build recognition with external key stakeholders
Food Profiler
HUGGIES
Efficacy
studies
Story
PREFERENCE Story
CONTROL
ATNI Analysis
Expert
committee KOL
meetings
Activation Mass Factory
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TOOLBOX: Q2/14
INTEGRATION
from Q2/14
Labeling
Transparent &
Accessible
Information on
Packaging &
Beyond
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Labeling
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Labeling
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3 PRIORITIES
Recognition from key Stakeholders
Sharing smiles with families by bringing the pleasure
of dairy goodness
Create the nutritional stories of the future
Best quality & nutrition to our consumers
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Future STORIES
3-10 yrs old
Benefit of individual portion
of cheeses on 3 dairy
products consumption a
day
Benefit of individual portion
of cheeses on portion
control for shape
management
Results: q2/14
Launch: q3/14
Active women
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Our Approach to Being Purposeful
Toda
y
Credibility Risk Mitigation Creating Shared Value
Tom
orr
ow
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Brand Roadmap: Holistic Approach
Brands all dimensions
STAKEHOLDER APPROACH
PRIORIZATION
Brand Grids
CSR SWOT
StrategicPriorities
Key Actions
StakeholderApproach
Brand Purpose
PrioritizedActions
Complete process
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Roadmap 2015
Top 5 Projects
More responsible kids Promotions
Marketing to children Position
Less Salt Project
Eco-Packaging Project (incl. wax)
Naturality of variants Project
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Roadmap 2015
Top 5 Projects
Improve transparency towards consumers
More Sustainable Click Pack & Paper
Remove the Es + Get Sodium reduction
Free-grazing policy + Leverage WWF partnership
Communicate on our Responsibility
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Our Approach to Being Purposeful
Toda
y
Credibility Risk Mitigation Creating Shared Value
Tom
orr
ow
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Brand Social Role Tool
Guidelines & Framework
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A dedicated Organization
Photos
Lets Go Purposeful
Together!! 97