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AGENDA

AGENDA. Our journey continues Key achievements of the last months Our Alpro brand vision & strategic priorities Meet our target – Caroline. AGENDA. Our journey continues Key achievements of the last months Our Alpro brand vision & strategic priorities Meet our target – Caroline.

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AGENDA

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  1. AGENDA • Our journey continues • Key achievements of the last months • Our Alpro brand vision & strategic priorities • Meet our target – Caroline

  2. AGENDA • Our journey continues • Key achievements of the last months • Our Alpro brand vision & strategic priorities • Meet our target – Caroline

  3. We want to move …

  4. We want to move…

  5. … by reducing barriers to entry, • ─ Bad taste expectations, worse than reality Taste perception • ─ No knowledge on how the brand can play a role in your life ignorance regarding the product characteristics and usage Lack of relevance ─ Brand is still perceived as being for fanatics or people with health problems Lack of social acceptance • ─ 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 Emotional cost • ─ Awareness of the brand is still low Awareness ─ High price perception – lack of personal value Value

  6. … through the creation of a positivenaturalholistichealth brand … withappealingadvertising

  7. Nordics

  8. Cooking

  9. Spain

  10. Creation of a dedicated plus site

  11. Migration of our Facebook pages to 17,000 fans DRAFT

  12. Alpro Spain “Say si” website

  13. … through the creation of a positivenaturalholistichealth brand … withtastyproductsin attractivepackagings

  14. Drinks Desserts Yofu Cream Meat-free Margarine

  15. … through the creation of a positivenaturalholistichealth brand … With platformsas a tool to support different categories together

  16. ENJOYABLE UNIQUE TASTE EXPERIENCE Delightful moments Morning Cooking Driver: guilt-free ME time Driver: Healthy touch for everyday favorites Driver: Good start is half of the work Playful Naugthy Positive Light hearted Everywhere Fresh and natural Pleasure ME time Rest Nutrition Nourishing Convenience Need of something Pleasure Nutritional benefits

  17. AGENDA • Our journey continues • Key achievements of the last months • Our Alpro brand vision & strategic priorities • Meet our target – Caroline

  18. 29,5 MIO peoplespontaneously mention Alprowhen asked for brands of soya productsin our 7 core countries (EU4 + SP + SW + FI)

  19. Brand Awareness EU4 AWARENESS TRACKING Q1 2011 (N = 1800)

  20. Brand awareness SPAIN • Impact on brand awareness shown in April Source: awareness tracker N = 300/month

  21. > 3 MIO new households in EU4have been recruited in 2010

  22. 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) * CONSUMERS BUYING ALPRO IN 2010 THAT DID NOT BUY IN 2009. SOURCE: GFK CONSTANT PANEL 2009-2010 + + + - 19% 40% 59% 26%

  23. Excellent results in theiTQi Superior Taste Award : 26 Alproproductsrewarded

  24. Rewarded Alpro products

  25. AGENDA • Our journey continues • Key achievements of the last months • Our Alpro brand vision & strategic priorities • Meet our target – Caroline

  26. New brand visionWhere do we want to go?

  27. 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

  28. Our Alpro brand journeycontinues… RTB=soya Soya bean goodness Natural energy through plant based (soy) proteins PAST FUTURE Pro-active Holistic positive health Feeling light and energized Problem solving Reactive CURRENT ENJOY PLANT POWER

  29. Brand vision model 5. Values & Personality 6. Reasons to Believe 8. Essence 4. Benefits 7. Discriminator 3. Insight 1. Competitive Environment 2. Target

  30. 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

  31. 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, ....

  32. 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

  33. 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

  34. 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

  35. 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, ...)

  36. 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.

  37. 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”.

  38. 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

  39. Strategicpriorities

  40. Key priorities to walk the path to growth

  41. Build a strong brand through a strong communication architecture Work on 2 levels 1.Brand level 2.Platform & product level

  42. AGENDA • Our journey continues • Key achievements of the last months • Our Alpro brand vision & strategic priorities • Meet our target – Caroline

  43. Who’s Caroline?

  44. Context Touch Points Starting Point • Attitudinal target from brand key • Basedon input from research input on target What does she do? Who does she spend time with? Values Need • Aninspiring & clearvisionon ‘target person’ for internal & external usage • Based input from local and divisional marketing in Passion Radar Passion Points Target Portrait Where does she go to?

  45. Enjoy life to the fullest INSPIRE MY BODY, MIND & SOUL SIMPLE CREATIVE COOKING Enjoy a touch of nature • Discovery, challenging & inspiring • Experience • Including physical activity • Well-being • Feeling of mental and/ physical satisfaction • Natural ingredients • Easy to make (ingredients & timing) • classics with a twist • Possibility to include personal touch • Surprising A touch of esthetics in everything I do Sharing & living experiences With a twist

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