Deoleo - Customer Acquisition and Retention Strategy

Chen Yang Lim, Francisco Gustale, Kimberley Tuthill,

Lara Noujaim, Mirtta Wu, Panashe Masaka

P R E S E N T E D B Y

T H E N I E L S E N R E S E A R C H C H A L L E N G E

T E A M D

T E A M D

0 1 . INDUSTRY OVERVIEW

0 2 . ExECUTIVE SUmmARY

0 3 . CAVEATS

0 4 . CONSUmER FEEDbACk

0 5 . ADDITIONAL INSIGHTS

0 6 . RECOmmENDATIONS

Presentation overview

Deoleo

D E O L E OT E A M D 3

0 1 . INDUSTRY OVERVIEW

in spain

As olive oil sales have decreased (2011-2015),

sales of seed oils has increased.

2011 2012 2013 2014 2015

SEEDS

PURE OLIVE OIL

V + EV

39%

35%

25%

Age dispArity: Although shoppers over 50 yo represent 53% of Spanish households, they make up 70.2% of olive oil sales in 2015. Young shoppers under 35 make up 14% of households but represent only 5.6% of sales.


0 2 . ExECUTIVE

SUmmARY

THE mAIN bARRIERS TO COOkING

FOR ALL AGES ARE LACk OF

TImE AND mOTIVATION, THOUGH

young people in particular

spend less time in the

kITCHEN, SUGGESTING DECLINING

DETERmINATION AND ENTHUSIASm

FOR COOkING AT HOmE.

High penetration of olive oil use was reported among respondents of all ages.

Among young consumers under 35, family tradition remains the most important influencer of cooking behaviors, although there is a growing impact of the Internet and cookbooks.

Compared with their parents and grandparents, young people cook fewer fish and casserole dishes, opting instead for time-saving dishes such as salads, meats, and pasta.


0 3 . CAVEATS

I. Mixed collection method Combination of online & face-to-face surveys

II. Skewed Sample Age group is skewed towards interest:

Under 35 = 65%

35+ = 35%

Location surveyed is urban (Madrid)

III. Data is not weighted


0 4 . RESEARCH FINDINGS &

CONSUmER FEEDbACk


0 6 . RECOmmENDATION


FAmILY TRADITION IS kEY

Young consumers estimate oil use by habit

Cooking influences come from family

Growing trend in cooking influence from internet & cookbook

64%

14%

UNDER 35

35+

79%I N S I G H T

COOKING STYLE & INFLUENCE


HEALTHY EATING IN THE mind oF young consumers

[Frying produces]Too much smoke, oil

splashes and wastes oil too

”

“

Female Respondent

18-24

”

“Balanced and variety of food ... [more] grill, steam or boil

Male Respondent

25-34

HEALTHINESS oF dish

94% 4%

48%41%

22%

HEALTHINESS oF oil

FRIED FOOD IS UNHEALTHY

preFer FRIED FOOD

DON’T LIkE FRIED FOOD

I N S I G H T

HEALTH

VS

FRYING


FOR FRYING

IN CHOOSING OIL WHEN COOkING

FOR NOT FRYING

Quick and Easy

1 Flavour/taste

2 Healthiness

2.72

mEAN RANk

2.88

Not Healthy

HEALTH IS kING bUT TASTE TAkES THE LEAD

Reasons and decision drivers of olive oil consumers under 35


Grill

Oven/Bake

Light Fry

Saute

Stew

Boil

Deep Fry

84

67

41

78

53

58

27

GRILL mORE. FRY LESS.

CONSUmERS UNDER 35PERCENTAGE OF TEChNIqUES USED

5

4

7

12

8

34

20 % OF SEED OILS PRESENT in cooking techniques

Suitable for High Temperature

SEED OIL OLIVE OIL

17% 7%Vs

Healthy

SEED OIL OLIVE OIL

8% 51%Vs

Rich In Nutrition

SEED OIL OLIVE OIL

7% 28%Vs

perception oF seed oil VS OLIVE OIL


LACk OF TImE and motiVation

50%

16%

“Don’t have the time”

“Not Motivated”Cooking is also seen as a chore - willpower and motivation are the driving factors when considering whether or not to cook at home

B o t h a g e g r o u p s

WhEN YOU

DON’T COOK

AT hOME,

WhY? DON’T KNOW hOW TO COOK

IT’S ExPENSIVE

DON’T hAVE ThE TIME

NOT MOTIVATED

DON’T hAVE ThE INGREDIENTS

I PREFER DINING OUT

11 %

4 %

50 %

16 %

8 %

11 %


young consumer spend LESS TImE COOkING

86%< 35 SPEND LESS

ThAN 30 MINS

90%35+ SPEND AT

LEAST 30 MINS

69

53

17

08

13

25

01

13

<20 MINS

20-40 40-60 >60 MINS

“My cooking habits are influenced by my work schedule”

Male Respondent, 18-24

I N S I G H T


SALADS, mEAT and pasta

Young consumers cook a lot less fish and casserole dishes, stews are also a trend in older consumers

FREQUENCY OF DISHES COOkED

76

72

74%

%

%

I N S I G H T



0 6 . RECOmmENDATION


0 5 . ADDITIONAL

INSIGHTS

When young non-buyers eventually become buyers, their olive oil consumption may not increase as previous generations due to the increasing age of marriage and first child in Spain*.

*EC.EUROPA.EU/EUROSTAT/STATISTICS-ExPLAINED

OLD CONSUmERS

62%

Percentage of respondents without children

YOUNG CONSUmERS

98%



internet of “food”Video Recipes

Rising influence of internet/blogs and cooking books in young consumers

AVERAGE VIEW COUNT*

21.9 MILLION

VIEWS IN JANUARY 2016**

6.97 bILLION

* TUbULARLAbS.COM/Fb/bUzzFEEDTASTYT

** WWW.REELSEO.COM/TOP-FACEbOOK-VIDEO-CREATORS/

6 of Facebook’s top 10 most watched channels are food related


Sponsored Content• Piggybacking on successful channels

• “Guaranteed” audience

Brand Driven Content • Recipes for infused oils

• Recipes under 20 minutes

• Salads, meat and pasta focused

• Tasty dishes with “a side of health” supported with calorie and nutrition stats

VIDEO STRATEGY 01

VIDEO STRATEGY 02




CommuniCate benefits

Fr y Healthy

55% OF YOUNG

CONSUMERS*

PERCEIVE LIGhT

OLIVE OIL

AS hEALThY,

FLAVOURFUL,

NUTRITIOUS

AND VERSATILE

CROSS PROMOTE FRIED

DIShES IN RESTAURANTS

TO AMPLIFY PRODUCT

AWARENESS

Extra Light Olive Oil FOR FRYING

*Vs 26% in older consUmers

Reduce misconception of refined olive oil’s smoke point by communicating health benefits of olive oil designed specifically for high temperature cooking


Goodness in Purity

Clar ity Outreach

25% of respondents believed that “pure” olive oil was better than extra virgin olive oil


Pure Olive Oil



share the tasteFlavours f rom España

+ Tasting set Introduction to new releases

+ Seasonal Collectibles Festive gifts & collectors

+ Souvenir A proud product of Spain for the

visiting friend

+ Benefits Communication Re-educate & remind consumers

of the benefits and capabilities

of olive oil

100ml per bottle

ExTRA VIRGIN OLIVE OIL

ExTRA LIGhT OLIVE OIL

for frying

PURE OLIVE OIL

Miniature box set


One cannot love well

if one has not dined well

““

v i r g i n i a w o o l f

Deoleo - Customer Acquisition and Retention Strategy

Business

Transcript of Deoleo - Customer Acquisition and Retention Strategy