ia een innovatieve toekomst voor de afg-sector. sessie 1. trendwatching. marleen vaesen
Post on 21-Oct-2014
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The objective:
To build consumer understanding
To turn that into a consumer relevant innovation & communication
To build the business profitably
Agenda
1. Consumer trends & needs
2. How to reinvent a market with a new brand ?
3. How to rebuild a market with category‐generic communication?
4. How to translate this to the market of processed vegetables ?
Consumer needs are constantly changing...
1. Consumer trends
1. Increasedindividuality
Need for CUSTOMISATION & VARIETY
2. Focus on price/quality
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Consumer Demand
Benefit-driven/Premium/Health
Value-driven/Basic
• Demand for quality is polarising
Growth
Need for proper QUALITY/PRICE ratio
• Health becomes increasingly important
Need for HEALTH assurance/ enhancement
3. Time starvation
Need for CONVENIENCE
2. How to reinvent a market with a new brand?
Stable coffee maker and coffee market
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Coffee maker market - volume evolution
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Coffee market – volume evolutionDe afbeelding kan momenteel niet worden weergegeven. De afbeelding kan momenteel niet worden weergegeven.
Unmet consumer needs in coffee market:
• Individual choice
• Better, rounder taste
• More convenience
Fresh cup in under 30 seconds
- A totally new coffee system & brand
Mild, round taste & crema layer
Plenty of variety
‐ continued growth
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Appliances (Cum sales)Coffee (Annual sales)
X 2 =
‐ higher value per cup
has delivered
3. How to rebuild a market with consumer‐relevant communication?
CASE 1: Milk market in FL
• Belgian Milk Market had been declining for years– esp. as of the age of 11‐12 yrs
• Role of milk unclear for consumer ‐ competitorsclaim both indulgence & health benefits
Underlying consumer insight
INSIGHT: Consumers are willing to invest in their health now to stay fit longer ~ need for healthy lifestyle
=> MESSAGE : “It is essential to drink milk now to invest in your health capital so you stay fit through old age’
VLAM: Vlaams Centrum voor Agro‐ en Visserijmarketing ensures promotion of agricultural products in Flanders
Previous generic milk campaigns failed to engage consumers
=> Need for ‘What’s in it for me’‐ approach
Campaign in Flanders (2008‐2011)
Commercial: “Everybody prefers to dance to the music of their youth. So you know what you’re in for… Drink now milk for later’:
Results : Recall of ‘Drink milk now for later’ = 88% after TV wave 1Significant increase in per capita consumption over 3 yr period:
FLANDERS:+ 4.8%
Vs WALLONIA:- 6%
3. How to rebuild a market with consumer‐relevant communication?
• Pork meat consumption had been eroding gradually for yearsin favour of chicken which is perceived as healthier– consumption in 2011 vs 1986:
CASE 2: Pork meat in Quebec
- 8% vs. + 40%
• Quebec Pork producers have strongexpertise leading to feeding innovation
=> Quebec pork = lean, healthy meat
Underlying consumer insight
FPPQ: Fédération des Producteurs de Porcs du Quebec represents the Quebec pork producers and wanted to change the negative perceptions of pork meat
INSIGHT: 90% of Quebecers thought of changing their diet to improve their health and 36% wanted to ban pork meat which they consider to be low‐quality, fatty meat
MESSAGES: “ Quebec pork is a healthy, lean meat with 30% less fat than 25 years ago”“ Quebec pork is different from foreign pork” “ Try new exciting pork cuts: osso buco & racks”
Underlying consumer insight
Campaign in Quebec (2011)Objective: To educate consumers about quality & nutritional value of Quebec pork & encourage them to ask for it at POS
TV was lead medium, supported by print, a website, POS material
Launched via a PR event ‘Gourmet Manifestation’ in which Gourmet Chefs prepared osso buco and racks
TV Commercial: featured characters resistant to novelty who did change to Quebec pork – selling line “QUEBEC PORK HAS CHANGED. CHANGE FOR PORK” :
Campaign in Quebec (12 wks in 2011)
Results : Perception that pork is lean meat : +21% from 19% to 24%Average weekly consumption: +28% from 32% to 41% Awareness of QUEBEC pork being different from foreign pork: +10% from 53% to 59%
PR event ‘Gourmet Manifestation’o + 400% sales lift for pork osso bucoo + 350% sales lift for pork racks
4. OPPORTUNITY IN VEGETABLE PRODUCING INDUSTRY?
Processed Vegetable Markets
• Consumption of vegetables has clearly the potential for further growth.
• Consumption of frozen and canned vegetables is actually very small compared to fresh vegetables.
• The growth rate is very low for frozen vegetables, even lower for canned vegetables.
10%10%
FreshFrozenCanned
Processed Vegetable Markets
• Some markets in Europe have much higher consumption e.g. France.
Country Consumption: kg/capita
Avg 5.73
Belgium 5.45
Germany 6.07
Austria 6.38
France 10.58
Processed Vegetable Markets
• We can dynamize and with the right consumer insight achieve growth in the market of processed vegetables by communicating.
• Imagine we can copy the success of milk (+10%) or porc meat (+20%) a much larger pie to benefit from.
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