Belmarkacademy September14 Module1 Handout (1)

BELMARK ACADEMY

MODULE 1 OVERALL MARKETING APPROACH

KEY PRINCIPLES

September 2014

1

The Bel Marketing priorities Key areas on which we want to be stronger

Consumer insights

Brand experience

Marketing efficiency

Innovation

Responsible marketing

6

DEVELOP What are the key strategies to address the brand challenges?

Bel Marketing Way in action: 3D process for building marketing plans

DIAGNOSE What are the Top 3 challenges to fuel the brand growth?

What are the key drivers and barriers to grow the business?

What activities worked / did not work (ROI)?

What are the priorities and opportunities within the brand portfolio?

Who should we target? What

insights do we have about them?

What should be our

communication strategy based on

the brand challenges and target

understanding?

How can we optimize our portfolio,

value proposition, in-store

fundamentals and brand

experience to acquire, keep and

expand our Target consumers?

DELIVER How do we concretely execute the marketing plans to maximize ROI?

Eva

lua

te

7

Building Bel brands Different situations, different challenges

New or small player in

developed market grow

share vs. competition

Big player in developed market

defend/expand in new markets

New/Small player in under

developed category

grow selectively

Big player in underdeveloped

category grow category

Brand relative strength vs. competition

Category

Development

--

++

-- ++

8

Building Bel brands 4 cases, 4 category/brand situations

Small player in developed

market

Big player in

developed market

Small player in under developed

category


category


Category

Development

--

++

-- ++

9

LVQR ALGERIA

The approach in action:

continue to grow an already strong brand

Big player

in

developed

market

10

The Algerian Cheese market

A very developed market and still growing >8% each year

Dominated by Processed cheese (79%) and portions (61%)

LVQR in Algeria prior to 2006

A sleeping beauty with a strong potential for growth

25% market share Flat volume at 4.5MM tons Good image

The Algerian context

11

EXPAND THE

OFFER

I

II

III

The strategy Grow the brand on 3 axes

12

I


13

New Recipe Guarantee the

quality in a

sensitive context

FORTI: nutrition

positioning in line with

mothers expectations

Install the fundamentals PHASE 1

Evolve the discourse PHASE 2

VITA launch Proximity &

Cheerfulness

2007 - 2010

2010 - 2012

Activation linked to events to create

proximity and convey cheerfulness

axe 1 BUILD A STRONG

BRAND

14

Turning LVQR into a

Love Brand for the

algerian family

Moving ahead

The mother The children

FOCUS

The fathers


BRAND

15

1.Bring cheerfulness to algerian families: Brand association to emotional moments

National team games Back to school Birthdays 3 2 1


BRAND

16

Key Visual Poster

The LVQR good mood caravan goes at the encounter of Algerians

(18 cities) to share joy and conviviality

1.Bring cheerfulness to algerian families: Big scale proximity actions


BRAND

17

2. Be the privileged partner of the Algerian women (2 roles: mother & housewife)

Mother partner Ally of the housewife

Peace of mind

Valorization of the housewife

Recognition from her family


BRAND

3. Build a strong and longlasting bond with children

Direct Marketing

Promotions


BRAND

EXPAND THE

OFFER

I

II


20

Better cover moments & occasions

13% 12% 31% 11% 23% 10%

Cooking

Spreading

/Snacking

Dipping

axe 2 EXPAND THE

OFFER

21

...and targets!

Children Family Men Seniors / young

women Mothers 1-3 yo

axe 2 EXPAND THE

OFFER

22

With source of business

within and outside cheese

axe 2 EXPAND THE

OFFER

23

Example Entering the Bars segment

Bars segment: 20% of processed cheese

market

Convenient product (cooking)

Not valorized, sold in bulk

Driven by the price, No marketing

Key challenge:

How to enter this

BIG segment with a

value-added

proposition?

axe 2 EXPAND THE

OFFER

24

Entering the Bars segment (2007)

Bars segment: 20% of processed cheese

market

Convenient product (cooking)

Not valorized, sold in bulk

Driven by the price, No marketing

LVQR Chef

Value-added proposition

pre-cut and pre-packed bars

Key Benefit:

Success guarantee for your dishes

The recognition of your family

RTB:

Melting and binding texture

Cheese full of taste

Pre-packed fresh bars

axe 2 EXPAND THE

OFFER

25

A culinary aid IMAGE built in 3 phases

2010

PHASE 1

Garantee to

succeed

PHASE 2

Recipe ideas

PHASE 3

Bring varieties

2011 2009 2008 2007

6,5 M* booklets

distributed

* 2012 inclus

axe 2 EXPAND THE

OFFER

26

A successful launch that also helped reinforce LVQR master brand

Bar segment leader

after One year

Source: Ad-tracker AMRB.

W2 Dec 2011

MS bar segment s / %

Source: Retail audi MEMRB MA 011

Image building on complementary

culinary expertise

axe 2 EXPAND THE

OFFER

27

EXPAND THE

OFFER

I

II

III


28

Become the more visible brand within and outside the store

Maximize shelf visibility

via Merchandising

Temporary and permanent visibility

at POS

Reinforce bonding and proximity with

consumers at POS

More and more integrated campaigns 1

2

3

4

axe 2 VISIBILITY

Results

Volume x4 between 2006 and 2012

Market share + 21 points (from 25 to 46%)

CAN x6

Preferred brand by 84% of Algerians

55% Most Often Used Brand

30

LVQR VIETNAM

The approach in Action:

Increasing brand relevance in low consumption

market

Big player

under

developed

category

32

TLC Vietnam

Context Vietnam Cheese market = TLC round box

Huge brand awareness but low consumption / lack of cheese culture

Objective : Increase brand penetration

33

Increase relevance for the mum

(2008)

Increase brand proximity (2009)

Fix basics (2010)

Increase kids proximity (2011)

TLC Vietnam - The strategy Step by step approach

34


(2008)


Fix basics (2010)



35

TLC Vietnam The Starting Point: Understanding the local consumer mindset

INTELLIGENT

GOOD HEALTH

TALL

Good appetite Good digestion/

absorption

STRONG RESISTANCE

FOUNDATION OF

DEVELOPMENT

VISIBLE SIGNS/

EXPRESSIONS OF

DEVELOPMENT

Good nutrition

+ Good living

environment +

Source : S&S planning (Nestl study probably)

Food considered as a health factor.

Mums very concerned by nutrition and very ambitious for their kids

4 key expectations vs. food for their children :

Vietnamese national

complex also a sign of wealth and good looking

36

TLC Vietnam The Starting Point: Understanding the local consumer mindset

INTELLIGENT

GOOD HEALTH

TALL

Good appetite Good digestion/

absorption

STRONG RESISTANCE

FOUNDATION OF

DEVELOPMENT

VISIBLE SIGNS/

EXPRESSIONS OF

DEVELOPMENT

Good nutrition

+ Good living

environment +

Source : S&S planning (Nestl study probably)

Focus choice for LVQR

- #2 key concern for mums

- Differentiating vs. milk

brand, focusing more on

intelligence

37

Turning this end benefit into a communication platform for TLC

Growing up

has never

been so

much fun

Carries both nutritional & pleasure of taste benefits Consistent with our brand identity

Unique vs. milk competition especially

More in line with mums expectations

38

The HOW an integrated relaunch plan

Create interest:

Massive TV plan +

trolley branding

Drive brand

rationales

amongst mums:

PR, press & event

Generate product

experience :

School programs +

supermarkets

animations

Boost sales at the

point of purchase :

Trad. Trade: Displays

SM: enhanced

visibility & promotions

Growing up

has never been

so much fun

39

Results and learnings phase 1

Volume growth despite difficult context

Good impact on functional image nutrition and convenience

BUT liking and relevance below average

need to strengthen emotional bound to the brand, while still establishing functional benefits (taste & nutrition)

40


(2008)


Fix basics (2010)



41

2009 plans build on the momentum

Continue to build on the platform

Continue to educate mums on nutritional benefits of TLC

But develop emotional hook to the brand

42

Benefits :

- puts a smile on everybodys face - helps kids grow taller

TLC turns goodness into cheerfullness.

Product/

External Relations / PR

Objective : Awareness of brand benefits

Target : Mothers & kids

Tool : TVC

Objective:

Educate on

nutrition

Target: Mothers

Tool: Press/ PR

Objective: Brand love

Target: kids

Tool: School program

Objective: Boost

sales in store

Target: Mothers

Tool: promotion

Growing tall

is

so much fun

43

New TVC to drive awareness of brand benefits among mothers & kids

High impact : +28% increase in sales July-Dec 09 vs. LY

Strong ad recall : 73%

Key messages well recalled

3D Icon Helped bring the brand closer to our 2 targets

44

Phase 1

Increase relevance

(2008)

Phase 2

Increase brand proximity (2010-11)

Phase 3

Fix basics (2012)

Pse 4

hacrease kids proximity (2011)


45

2011-2012: tough years

High inflation: 3 prices increases in 2011-2012

Global crisis

Cheapies from competition

Reaction with a 12,5% price decrease

Immediate positive reaction of sales

46

Phase 1

Increase relevance

(2008)

Phase 2

Increase brand proximity (2010-11)

Phase 3

Fix basics (2012)

Phase 4



47

Building brand proximity with kids while continuing on functional benefit

+

Kids Activation - On-pack Premium

- BTS program

- Sampling

- Mascotte

48

Results

Volume x2 since 2007

Locked competition out (Share of cheese > 90% despite competitive pressure)

Strong image improvement

49

Moving forward

Taste = key barrier for recruitment

Continue to drive proximity with kids

50

LVQR KOREA


Finding a relevant & growing from there

Small player

under

developed

market

51

The context

A small market but growing fast driven by Korean food habit changes and aggressive marketing by local manufacturers

A market underdeveloped vs. other dairy products - 60% penetration (2012) vs. 99% for milk and 95% for yogurt

Evolution of Korean Cheese Market

Consumption per capita (KG), Retail & FS Total

Note: 2011 figure (estimate) = estimated market size 2011 actual population Korea

52

The context

When we say Cheese in Korea

It means foodservice (85% of market) and a small but highly valorized retail market

It means processed cheese (>75%) and mostly slices (2/3)

It means local brands (75%)

It is sold in Modern Trade with 83% of total value generated from 57% at Hypers, 18% at Chain Large Supers, and 8% at

CVS

It is sold in Cities, with 77% of total value coming from Seoul, Kyounggi (Seoul suburb), and 6 major cities. Seoul + near

Seoul accounts for around 60%.

53

Soft cheese

Slices for adult

Hard cheese

Non-cheese product : Natural & Flavoured milk

(+/- 50% of dairy)

Source: 2010 data - Global cheese

Korea: competitive set

Kid slices 75%

54

The strategy?

Enter via cubes

Continuous learnings &

rework on the marketing

strategy and actions

55

2009

Opportunistic launch of Belcube

2010

Broaden to casual sharing moment

2011

Reposition on family

snack

2012/2013

Fully leverage

LVQR brand

TLC Korea Step by step approach

Continuous Learnings and Rework on

the Marketing Strategy and Actions

56

2009

Opportunistic launch of Belcube

Focus Brand Belcube

Target 25-35 yo adults

Positioning Best match w/ wine

ATL Japan copy + OOS + digital

BTL Tasting + 10% coupon

Achieved MS(value): 2.7%

TLC awareness: 48%

Learned Good awareness start Too limited (special) occasion

57

2010

Broaden to casual sharing moment

Focus Brand Belcube

Target 25-40 yo adults

Positioning Cheerful snack for casual sharing

occasion

ATL Korean copy

BTL Tasting + 20% TPR

Achieved MS(value): 4.3%

TLC awareness: 52%

Learned Low relevancy of TVC Still price too high for sharing,

but RSP decrease doesnt drive volume

59

2011

Reposition on family healthy snack

Focus Brand 1H: Portions

2H: Belcube

Target 30-45 yo moms (media target 30-39) 4 12 yo kids

Positioning Portions: Delicious and nutritious snack for kids

Belcube: Delicious and healthy snack for family

ATL Portions: Pan-Asian Happy Farmer Belcube: 5 sec tag-on to Portions (from Q4)

BTL Tasting + 20%

Achieved MS(value): 4.0% TLC awareness: 59%

Learned Portions: Successful launch Belcube: Good TVC tactic working for

business

61

2012/2013

Fully leverage LVQR brand

Focus Brand TLC Umbrella

Target

30-45 yo moms (media target 30-39)

focus mums with 8-12 yo

kids

focus mums with 4-12 yo

kids

Positioning TLC is the expert in making cheese with qualitative ingredients

Positioning Delicious and nutritious snack for kids

Delicious and healthy

snack for family

ATL New Expert equity copy

BTL In-store Visibility, Tasting , PR

Achieved MS(value): 4.0% TLC awareness: 59%

Learned Worked to accelerate growth Need to reinforce differentiation portions & cubes

63

2012 Copy

64

Results

Volume x2 since 2009

TLC = No. 1 international Brand (in value) in retail market

TLC brand awareness @ 75%

Market share @5%

Penetration @ 5.7%

68

Remaining priorities

Continue focus on penetration growth understand needs & drivers of cheese consumption more deeply

Differentiate Portions vs. Belcube more clearly

69

LVQR UKRAINE


Taking over an already developed segment

Small

player in

developed

market

70

Building Bel brands 4 cases, 4 category/brand situations


market

Big player in

developed market


category


category


Category

Development

--

++

-- ++

71

Key learnings: 7 key principles that apply in all cases..

Start with an in-depth diagnosis

Clearly define the target

Develop in-depth consumer understanding

Define the most relevant local positioning (in line with global)

Review message focus at each step of the journey

Define the priority levers (think ROI)

Build integrated brand experience plans

72

Key learnings How to grow the brand depends of its situation


market

Big player in

developed market


category


category

(1) Defend leadership via

Reinforce/Cultivate emotional link

Renovation /Pack (2) Expand franchise

new categories New targets New moments New markets

(1) Take the lead in

developing category

in ownable way

- Drive category

relevance

(2) Leverage brand

promise in other

categories

(1) Find a clear

positioning relevant

in a broader

category

(2) Step by step growth

and progressive

investment

(1) Find an interesting

niche and way to

differentiatie vs. existing

competitors

(2) Progressive growth

from small base via

innovation building on

your specific area of

differentiation

73

DEVELOP What are the key strategies to address the brand challenges?

Bel Marketing Way in action: 3D process for building marketing plans

DIAGNOSE What are the Top 3 challenges to fuel the brand growth?

What are the key drivers and barriers to grow the business?

What activities worked / did not work (ROI)?

What are the priorities and opportunities within the brand portfolio?

Who should we target? What

insights do we have about them?

What should be our

communication strategy based on

the brand challenges and target

understanding?

How can we optimize our portfolio,

value proposition, in-store

fundamentals and brand

experience to acquire, keep and

expand our Target consumers?

DELIVER How do we concretely execute the marketing plans to maximize ROI?

Eva

lua

te

74

The Bel Marketing priorities Key areas on which we want to be stronger

Consumer insights

Brand experience

Marketing efficiency

Innovation

Responsible marketing

75

8

Corporate Social Responsibility (CSR) at Bel: 5 pillars

76

CSR: An opportunity: Path to Being Purposeful

Toda

y

Credibility Risk Mitigation Creating Shared Value

Tom

orr

ow

77

Toda

y


Tom

orr

ow

Our Approach to Being Purposeful

78


Toda

y


Tom

orr

ow

79

AXIS PROJECTS

Information more accessible

More responsible

Advertising/ Promotion

Consumer data and privacy

More Engaged brands

in Social actions

PRIORITIES Conso Data

Privac

y

CRM

Policy

Comm

To Children Validation

Process

Comm

Charter

Labeling

Promo

Guidelines

Brand

Social

Role

Bring best quality & nutrition

Create the core brands nutritional stories

Build recognition with external key stakeholders

Food Profiler

HUGGIES

Efficacy

studies

Story

PREFERENCE Story

CONTROL

ATNI Analysis

Expert

committee KOL

meetings

Activation Mass Factory

80

TOOLBOX: Q2/14

INTEGRATION

from Q2/14

Labeling

Transparent &

Accessible

Information on

Packaging &

Beyond

83

Labeling

84

Labeling

85

3 PRIORITIES

Recognition from key Stakeholders

Sharing smiles with families by bringing the pleasure

of dairy goodness

Create the nutritional stories of the future

Best quality & nutrition to our consumers

86

Future STORIES

3-10 yrs old

Benefit of individual portion

of cheeses on 3 dairy

products consumption a

day

Benefit of individual portion

of cheeses on portion

control for shape

management

Results: q2/14

Launch: q3/14

Active women

89


Toda

y


Tom

orr

ow

90

Brand Roadmap: Holistic Approach

Brands all dimensions

STAKEHOLDER APPROACH

PRIORIZATION

Brand Grids

CSR SWOT

StrategicPriorities

Key Actions

StakeholderApproach

Brand Purpose

PrioritizedActions

Complete process

91

Roadmap 2015

Top 5 Projects

More responsible kids Promotions

Marketing to children Position

Less Salt Project

Eco-Packaging Project (incl. wax)

Naturality of variants Project

92

Roadmap 2015

Top 5 Projects

Improve transparency towards consumers

More Sustainable Click Pack & Paper

Remove the Es + Get Sodium reduction

Free-grazing policy + Leverage WWF partnership

Communicate on our Responsibility

93


Toda

y


Tom

orr

ow

94

Brand Social Role Tool

Guidelines & Framework

95

A dedicated Organization

Photos

Lets Go Purposeful

Together!! 97

Belmarkacademy September14 Module1 Handout (1)

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