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How to add value to a commodity category
The milk example
05 December 2013
… with clear brand positioning
HOW TO PLAY
To develop an effective portfolio of brands and
products …
WHERE TO PLAY
… organized in a clear architecture
HOW TO ORGANISE
Before innovating, you need to know where to play…
… innovation !
The Market Map
In order to help us in this journey, we have developed critical tools that were used as a basis for our decisions
The Typologies The Needstates
Typologies Helps us understand who the people in the market are in terms of attitudes to life and food. This brings an emotional layer to respond to the growth platforms
Needstates
Detailing the needs people want dairy and broader food and drink products to satisfy. Hints at the consumption context.
Opportunity Areas
Identify potential profit pools our brands can tap into. Opportunity areas are the intersection between Needstates and typologies
22 May 2013 4
We have developped a global dairy map that helps us defining brand and innovation territories
1. Rooted in a consumer insight
2. Differentiated from competition
3. Builds off any current equity that exists
4. Exciting and feels right for the team
We then proceeded in finding the right positioning for our milk brands, and uncovered the secret of great brand positioning:
How to deliver true differentiation with no / few functional points of difference
+ How to build value back into milk
How to build unique propositions that pull apart Laerkevang from Harmonie to counteract switching
+
We were faced with three challenges
From “nature centered” to “people centered”
There was a category norm that was ripe for disruption
Insight:
Buying organic is a simple little choice towards a better lifestyle and a better
future
Benefit: It’s easy to make a difference, everyday
Reason To Believe:
100% organic Zero Waste
Insight:
Freshness is the number 1 criteria when I buy milk
Benefit: The pleasure of the freshest milk
Reason To Believe: 24 hours from farm to shop
We have developped 2 distinctive positionings that pull our brands apart. This is innovation as well !
05 December 2013 9
The new communication….
05 December 2013 10
The new communication….
… with clear brand positioning
HOW TO PLAY
To develop an effective portfolio of brands and
products …
WHERE TO PLAY
… organized in a clear architecture
HOW TO ORGANISE
Before innovating, you need to know where to play…
… ready to innovate !
We were then ready to bring innovations to the danish consumers, and to make milk more relevant to new occasions and consumers
12
Nye occasions og salgskanaler Nye behov og nye drikkevarer
Manglende differentiering ......faldende værdi (kilde: Nielsen)
2.906.655
-9%
2.638.514
2012 2008
Mælk - Værdi Mælk - Volume
404.460
2012 2008
+1% 400.435
Starting with a segmentation that, historically, did not reflect the pivotal role of milk in society
“ideel” mælk segmentering
Health & Wellbeing
Kids Fun & Nutrition
Everyday Goodness
Coffee Moments
Cereals/ porridge
Cooking & Baking
Andel af mælke forbrug
Antal SKUs
40 % 15 % 15 % 10 % 10 % 10 %
261 0 0 9 33 20
FEDT %
STØRRELSE
GENLUK
MÆRKE
KONVENTIONEL ØKO
MÆLK LACTOSE FREE
Hence we developped a vision that aims at growing the milk category by 6,4% in the next 5 years
14
“Gør mælk essentielt i et moderne liv” ---------------------
1 ekstra glas hver 2. uge (+DKK 207 mio DKK)
15 MILK Category Strategy 2012
We have identified 6 growth drivers...
Kids and young adults
4 DKK mio
A good start to the day
51 DKK mio
Health and nutrition
53 DKK mio
Time-out 23 DKK mio
Milk through the day
26 DKK mio
Organic 50 DKK mio
Make milk essential to modern life...
Health and nutrition... some examples
Kids and young adults....some examples
A good start to the day....an example
19
Time out + health and nutrition...... some examples
THANK YOU…
Kantar Retail 2012 P\Arla\Yoghurts WS 7\(IM-ss) 20