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- 1 -
- 1 -ESEG
AGENDA
I. Our journey continues
II. Key achievements of the last months
III. Our Alpro brand vision & strategic priorities
IV. Meet our target – Caroline
- 2 -
- 2 -ESEG
AGENDA
I. Our journey continues
II. Key achievements of the last months
III. Our Alpro brand vision & strategic priorities
IV. Meet our target – Caroline
We want to move …
We want to move…
… by reducing barriers to entry,
Value
Awareness
Emotional cost
Lack of social acceptance
Lack of relevance
Taste perception─ Bad taste expectations, worse than reality
─ Awareness of the brand is still low
─ High price perception – lack of personal value
─ The effort to enter the brand is seen as huge for non users.
Seen as an impact full life change and not a possible
variation
─ Brand is still perceived as being for fanatics or people with
health problems
─ No knowledge on how the brand can play a role in your life
ignorance regarding the product characteristics and usage
WITH APPEALING ADVERTISING
… through the creation of a positive
natural holistic health brand …
Nordics
Cooking
Spain
Creation of a dedicated plus site
Migration of our Facebook pages to 17,000 fans
DRAFT
Alpro Spain “Say si” website
WITH TASTY PRODUCTSIN ATTRACTIVE PACKAGINGS
… through the creation of a positive
natural holistic health brand …
Drinks Desserts Yofu
Cream Meat-free Margarine
WITH PLATFORMSAS A TOOL TO SUPPORT DIFFERENT CATEGORIES TOGETHER
… through the creation of a positive
natural holistic health brand …
Morning
Everywhere
Driver: Good start is half of the work
Positive
Nutrition
Nourishing
Nutritional benefits Pleasure
PlayfulNaugthy
Pleasure
ME time
Need of something
Rest
Driver: guilt-free ME time
Delightful moments
ENJOYABLE UNIQUE TASTE EXPERIENCE
Cooking
Convenience
Light hearted
Fresh and natural
Driver: Healthy touch for everyday favorites
AGENDA
I. Our journey continues
II. Key achievements of the last months
III. Our Alpro brand vision & strategic priorities
IV. Meet our target – Caroline
29,5 MIO peoplespontaneously mention Alpro
when asked for brands of soya productsin our 7 core countries (EU4 + SP + SW + FI)
Brand Awareness EU4
AWARENESS TRACKING Q1 2011 (N = 1800)
3% 3% 4%
10%
21%23% 24%
31%
0%
10%
20%
30%
40%
50%
jan feb march april
Spontaneous spontaneous female aided aided female
Brand awareness SPAIN• Impact on brand awareness shown in April
Source: awareness tracker N = 300/month
> 3 MIO new households in EU4have been recruited in 2010
Over 3 MIO new households recruited in 2010
• Positive results of the marketing investments in 2010: High recruitment in all countries and increasing vs last year (except UK)
19% 40% 59% 26%
+
+
+ -
* CONSUMERS BUYING ALPRO IN 2010 THAT DID NOT BUY IN 2009. SOURCE:
GFK CONSTANT PANEL 2009-2010
Excellent results in the iTQi Superior Taste Award : 26 Alpro products rewarded
Rewarded Alpro products
AGENDA
I. Our journey continues
II. Key achievements of the last months
III. Our Alpro brand vision & strategic priorities
IV. Meet our target – Caroline
NEW BRAND VISIONWHERE DO WE WANT TO GO?
Alpro company mission statement
We create delicious, naturally healthy plant-based foods for the maximum wellbeing of everyone
and the utmost respect for the planet
RTB=soya
Soya bean goodness
Natural energy through plant based
(soy) proteins
Problem solving
Reactive
PAST
CURRENT
Pro-active
Holistic positive health
Feeling light and energized
ENJOY PLANT POWER
FUTURE
Our Alpro brand journey continues…
5. Values & Personality 6. Reasons to Believe
7. Discriminator4. Benefits
8. Essence
1. Competitive Environment
3. Insight
2. Target
Brand vision model
Competitive EnvironmentThe set of alternative choices as seen by the consumer, and against which we need to differentiate
Healthy food and drinks, primarily dairy and dairy alternatives, meat and meat alternatives and margarines
TargetThe person for which the brand is the most likely to be the best choice, defined in terms of their attitudes and values, not just demographics
• Upmarket, urban & educated, primarily women, who shares a common set of attitudes
• A flexible approach to food, looking for a balanced & diverse diet• Nutritionally aware but are not exclusively health fanatics• They are not willing to compromise on taste for health – they want it all (tasty, healthy,
natural)• Fit and active, • They like and aspire to cook with fresh ingredients, but in reality time is short in their busy
lives• Open-minded and curious - connected and sociable• Awareness of the environment and intentions to do something about it
• An important part of our target has specific needs like : lactose intolerance, milk allergies, cholesterol, weight control/obesitas, ....
InsightTruth and knwoledge about the target consumer and their needs
I’m curious to find smarter food choices, that are easy to integrate in my everyday life
Finding smarter choices makes me feel good in body and mind. The better I eat, the better I feel, the more I can enjoy life to the full. It’s also nice to know I’m doing the right choices for the world I live in
Easy to integrate in my everyday life, on different levels
An enjoyable taste experience
Convenience, fitting an active lifestyle
Technical performance (non-curdling, baking, …)
Easy to share with other members of the family
BenefitsThe diferentiating benefits that motivate purchase
Emotional: I feel light and energised, so I am up for anything that life throws my way; I feel better about myself, because I make the smart choices
Functional : naturally healthy and good for your body, easy to digest source of vitality
Sensory: enjoyable unique taste experience
Values & PersonalityThe Brand personality and values – what the brand stands for and believes in
Who we are : inspiring, confident, passionate, caring, optimistic friend
What we stand for: authentic, responsible, open & honest
Reasons to believeThe proof we offer to substantiate the positioning
The goodness of plant-based nutrition
Rich in good things, low in bad things and planet friendly
To be fuelled by concrete elements.
Can be different, depending on the category or key ingredients
Examples :
Rich in good things: complete protein; vitamins, fibres, calcium, good fats
Low in /no bad things: no animal fats, saturated fat, sugar, artificial additives, lactose
Planet friendly : Lower footprint
Substantiating the taste benefit : plain products used in a flavoursome way (ex. breakfast cereals, fruits), flavoured products containing tasty ingredients (vanilla,
chocolate, fruits, ...)
DiscriminatorThe most compelling and competitive reason for the target consumer to choose the Brand.
- We are the most authentic: we have always believed in the goodness of plant nutrition, for you and the planet. We were the first to believe it 30 years ago and we believe it now more than ever. That’s why you can trust Alpro to offer the most tasty and accessible range of plant-based products.
EssenceThe distillation of the Brand’s genetic code into one clear thought, a thought you would be proud to put on your T-shirt
Enjoy plant power
The pride to believe in the power, the strength of plant-based nutrition for you and the planet, as a positive choice
Expressing the inspiring, pioneering nature of the brand : we are on a mission for better food, we are passionate and confident on our offer,
no longer will we be apologetic that we “aren’t quite dairy”.
EssenceThe distillation of the Brand’s genetic code into one clear thought, a thought you would be proud to put on your T-shirt
Enjoy plant power
STRATEGIC PRIORITIES
Key priorities to walk the path to growth
Brand Desire
Enjoyable unique taste
experience
OWN and Leverage Plant-
goodness
Create a multi -category food
brand
Right target - Right message
Right context
Work on 2 levels
1.Brand level
2.Platform & product
level
Build a strong brand through a strong communication architecture
AGENDA
I. Our journey continues
II. Key achievements of the last months
III. Our Alpro brand vision & strategic priorities
IV. Meet our target – Caroline
Who’s Caroline?
• Attitudinal target from brand key
• Based on input from research input on target
ContextStarting Point
Need
• An inspiring & clear vision on ‘target person’ for internal & external usage
• Based input from local and divisional marketing in Passion Radar
Who does
she spend
time with?
Where does she go
to?
What
does she
do?
SIMPLE CREATIVE
COOKING
• Natural ingredients
• Easy to make (ingredients &
timing)
• classics with a twist
• Possibility to include personal touch
• Surprising
INSPIRE MY BODY,
MIND & SOUL
• Discovery, challenging & inspiring
• Experience
• Including physical activity
• Well-being
• Feeling of mental and/ physical
satisfaction
Enjoy a touch of nature
A touch of esthetics in everything I do
Sharing & living experiences
With a twist
Enjoy life to the fullest
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