National pork board re branding campaign spring 2011
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National Pork Board Re-branding Campaign Spring 2011. Retail Marketing Mission. To fundamentally change the way retailers think about fresh pork by increasing strategic retail partnerships, providing information driven business solutions and effective, consistent communication.

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National pork board re branding campaign spring 2011

National Pork BoardRe-branding CampaignSpring 2011


Retail marketing mission
Retail Marketing Mission

To fundamentally change the way retailers think about fresh pork by increasing strategic retail partnerships, providing information driven business solutions and effective, consistent communication


Business goals for 2014
Business Goals for 2014

+10%

Points

Juicy, Tender, Flavorful

+10% Fresh Pork Eatings

+10% Real PCE

Behavior

Attitudes

3

3



Consumer attitudes toward pork
Consumer attitudes toward pork

From our Consumer Segmentation Research Study


Confirmations
Confirmations

And Encouragements…

Fresh pork is not consumed at the same rate as beef or chicken

Processed pork is consumed at very strong rates

Pork doesn’t have a focused, strong rational or emotional connection with the general consumer marketplace


Americans enjoy pork
Americans Enjoy Pork

Percent of U.S. Households giving each cut a top-three box rating for “Enjoy”

*1-10 scale

Source: NPB Consumer Segmentation Study, 2010


Pork is flavorful
Pork is Flavorful

  • Just as flavorful as Beef & Chicken

    • 63% of U.S. households say Pork such as Loins, Tenderloins & Roasts are flavorful – not significantly different from the other proteins

    • 67% say Bacon, Ham & Sausage are flavorful – higher than Beef & Chicken

Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores


And satisfying too
And Satisfying Too

  • 65% of consumers find Pork such as Loins, Tenderloins & Roasts satisfying

  • 61% say the same about Bacon, Ham & Sausage

Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores


Pork is a people pleaser
Pork is a People-Pleaser

52% of consumers say Pork Ribs, Loins, Tenderloins & Roasts are something everyone enjoys

48% say the same about Bacon, Ham & Sausage

Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores


Pork is healthy safe
Pork is Healthy & Safe

Only 10% of U.S. consumers limit the number of times they eat pork because of fat and sodium

Only 5% limit consumption because of worries about safety

Worries about safety and undercooking are very comparable to Chicken and Beef

Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores


And can be enjoyed pink
And Can Be Enjoyed Pink

22% of U.S. households like their pork chops, loins and tenderloins cooked to “Medium”

38% like pork cooked “Medium Well”

39% like pork “Well”

Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores


Consumers are open to pork
Consumers are open to Pork

Consumers would eat more pork if…

  • They had more recipes for preparing pork quickly on weeknights (36%)

  • Cooking instructions were provided on pork packaging (35%)

  • They knew certain cuts of pork were comparable to chicken breast in terms of fat content (33%) or nutritionally very similar to other meats (25%)

  • They knew it could be cooked to medium (25%) or slightly pink center (25%)

  • They saw more pork items on restaurant menus (22%)


Medium heavy pork users account for 27 7 of households
Medium/Heavy Pork Users Account for 27.7% of Households

Source: NPB Consumer Segmentation Study, 2010

Medium

/Heavy

Light

Super Light

AFH Only

Non-Users

FRESH

At Home

FRESH

Away

PROCESSED

Away

U.S. HHs

PROCESSED

At Home

And account for 78% of the eating occasions for fresh pork at home in the past 2 weeks


Determining the new pork target
determiningthe new pork target


Targeting questions
Targeting Questions

  • Who are our most committed customers?

  • Can we still grow with them?

    • Drive at-home fresh pork consumption

    • Build away-from-home fresh pork demand

    • Create a climate where processed pork can thrive

  • Can we find other consumers that share some of their behaviors and attitudes, and make them more committed to pork?


New pork target
New Pork Target

Medium/Heavy Fresh Pork Eaters

Enjoy all fresh cuts

Confident preparing

>2 cuts

cuts

28% of U.S.

Households

Positive about

pork, cooking, life

Enjoy all fresh cuts

50% of all Fresh Pork

Consumed Away From Home

68% of all Fresh Pork

Consumed At Home


Changing behaviors
Changing Behaviors

Annual Fresh Pork Eatings

Baseline

Goal

2011

2012

2013

2014

Core

88

76

+3

+6

+9

+12

77

Positives

68

+1

+3

+6

+9

48

Confidents

42

+0

+1

+3

+6

10% Growth


Understanding the new pork target
Understanding the New pork target


What do they do
What do they do?

Love a good meal - with various proteins at the center, plus delicious sides

Enjoy and recommend pork; fresh and processed, at home or away from home

Enjoy cooking - for special occasions, weekend meals or weeknight meals

Use lots of appliances - and a thermometer

Search for new ideas

Experiment

See the glass half full; have fun


How do they feel
How do they feel?

Confident in cooking and in life

Accomplished & Proud when preparing a complicated meal or when asked for a recipe

Down-to-Earth in attitude

Open to new flavor experiences, meal ideas, prep methods, and meat cuts

Engaged in learning and trying new things, new ways to cook

Content with their health and lifestyle

Aware of fat and sodium, but doesn’t let that stop them from enjoying pork


What do they value
What do they value?

Cooking

New flavor and preparation experiences

Creative expression

Enjoyment

Sharing meals with family & friends

Giving to others

Quality, respect, security


How do they engage
How do they engage?

With family and friends, first and foremost!

Find meal ideas from watching cooking shows, searching the internet, browsing the supermarket and dining out at restaurants, reading magazines and newspapers


Who are they
Who are they?

Women, and Men too

Married, in a smaller household

Both working full-time outside the home

35-64 years old

College grad, making $50K-$99K per HH

Any ethnicity, living anywhere

Medium/heavy pork user

Medium/heavy meat & poultry user

A confident cook, but not a foodie




Consumer need pork s position
Consumer Need & Pork’s Position


Pork’s Personality

Unapologetic, assertive, optimistic, energetic, approachable, outgoing, a leader


Pork’s “Voice”

We are Pork. Deliciously, wonderfully, unabashedly Pork.

We’re fresh inspiration, a family favorite, your weeknight go-to, the one you look for. We’re endless versatility. We’re fun in the kitchen, and we help you put your own spin on things. We know how to keep things simple and make things special.


. . .Continued “Voice”

We’re the aroma you can’t resist. The taste of backyard barbeques, Sunday dinners, casual get-togethers, and mid-week meals on the go. We’re your favorite dish at your favorite restaurant. We’re the sizzle. The bite. The taste. The savor.

We are one great meal after another. We are. . . .


Our product marketing will
Our Product Marketing Will…

No longer rely on comparisonswith other proteins

Embrace the flavor and versatility that is the product we love. . .And what chefs, food writers and everyday good cooks love!

Celebrate the wide range of meals that pork offers

Give new ideas to our best customers and influencers to increase frequency

Movethe needle on pork sales both at retail and foodservice


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