3
A brand is a:
Promise, an expectation and
ultimately an experience
Declaration of the quality that
will be delivered
Marketplace differentiator
3
4
Strong brands
• Create lasting
impressions
• Reduce risk and
simplify decision
making
• Enable premium
pricing
5
Best Global Brands
• Investment and management of brand as a business asset with value
• Three brand value components:
− Financial performance
− Role of brand in decision making
− Brand strength
6
2010 Rank Company Brand Value ($m)
#1 Coca Cola 70,452
#23 Pepsi 14,061
#27 Nescafe 12,753
#35 Kellogg’s 11,041
#46 Heinz 7,534
#57 Nestle 6,548
#58 Danone 6,363
#61 Sprite 5,777
#97 Starbucks 3,339
#99 Campbell’s 3,241 6
Best Global Brands 2010
Brand Equity
7
Made in Italy who lived outside
The 221 high-quality Italian products protected by the EU recognition developed in 2010 a turnover of consumption over 9 billion of which approximately 1.5 billion realized on foreign markets through exports.
Made in Italy lived within
Almost half of Italians (47%) believe that a food made with products grown or reared entirely in Italy is worth at least 30% more. The superiority of Made in Italy food is given in the order:
to comply with tougher laws the goodness and freshness the guarantee of more controls.
Source: Coldiretti 2010.
8
Your tractor trailer pulls up once a week and delivers pizza dough and other food made somewhere else that only needs to be cooked or warmed up at your restaurant
Your menu is a never ending list of over-doing-it. Super sized,stuffed crust,meat lovers supreme,but buster specials that come in portions that could feed a large family…twice
You need to try way too hard to get approval from Italians because they would never eat in your restaurant and/or have never heard of the dishes you’re claiming are Italian
You use ingredients that can’t be pronounced in an effort to enhance taste and preserve “shelf-life”
Your recipes were developed in a laboratory by chefs with chemistry degrees
5 clues that your food is not authentic Italian:
1
2
4
5
3
Source: Italyville 2009.
FAKE ITALIAN
REAL
SIZE
TASTE
SAFETY
TRADITION
9
Italy is on the first place for culinary offer:
Regional ingredients variety Simple flavors Great creativity
A gastronomic journey not to be missed
1. Italy (2) Italy’s diverse regional ingredients, simple flavors and rich inventiveness create a culinary journey not to be missed
2. France (1)
3. Japan (4)
4. Singapore (3)
5. Switzerland
6. Austria
7.Spain (9)
8.8. Monaco
9.Belgium
10. United arab Emirates (7)
Source: Coldiretti 2010.
10
Italy is in fifth place for "doing business“ Where doing business and with who
1. United States (1) The United States has the largest and most diversifeded scenary in the world, providing the broadest array of business opportunities
2. Germany
3. United Kingdom (3)
4. France (4)
5. Italy (5)
6. Australia (6)
7. China (2)
8. Austria (8)
9.Canada
10. Japan (8) Source: Coldiretti 2010.
12
1900-1960 Age of Manufacturing
1960-1990 Age of Distribution
1990-2010 Age of Information
2010 + Age of the Consumer
13
The focus on the
consumer now matters
more than any other
strategic initiative
2011 Forrester Research,
Competitive Strategy In the
Age of the Consumer
14
Consumers want
things faster, better,
cheaper – with a
higher degree of
service
2011 Forrester Research,
Competitive Strategy In the
Age of the Consumer
15
New generation of consumers
• Aging population
• Prioritize convenience
• Inundated with options
• Have more tools to
research price, quality
and availability
15
16
Proliferation of touch points”
…customer experience continuously solicited through multiples
channels and contact points ...
Umani
Digitali
Fisici
18
Trends: Digital
6 17 54 23 Global
Emerging
Markets
Mature
Markets
Technology contributes to product/service awareness (%)
Strongly disagree Somewhat disagree Somewhat agree Strongly agree
7 21 55 17
3 10 53 34
Accenture Research Study
Email, online ads, product comparison tools.
19
Trends: Social
Trust, influence and use of social media: Accenture
Research Study (%)
I trust comments posted by
people I know
I trust comments about brands
posted by people I don’t know
Negative comments influence me
Positive comments contribute to
my purchase decision
Disagree Neutral Agree
26% posted negative comments after a negative customer
experience
20
33
21
19
52
55
56
57
28
12
33
24
20
Trends: Social
• Purchasing habits driven by tapping into
networks of friends, fans and followers
• Dramatically accelerates exchange of
customer opinion
• Four areas influence behavior:
- Discovery
- Ratings
- Feedback
- Together
23
Trends: Social
• Deeper relationships
and dialogue with
customers
• Market successes:
– Frito-Lay “free chips”
promotion acquired 1.5M
new Facebook “likes” in
24 hours
– Kellogg’s engaged
customers to choose the
next “Cheez-It” flavor
24
Trends: Mobile
• Delivers convenient price comparison in-store vs. online
• Provides retailers new order opportunities for mobile consumers
• Ocado app in UK generated: – 2% of retailer’s sales in
Feb. 2010
– 6% in May 2010
– Presently > 10%
25
Trends: Cross-boarder e-commerce
• Pent-up demand in markets where products are
not available
• Consumers want latest trends − from internet,
magazines, movies
• Increasingly willing to buy items from websites
outside their home country
• Retailers launch online in new markets to test
waters before opening stores
26
Trends: Now-or-never commerce
Flash sale sites like Groupon
- General Mills was the first CPG company to run a daily deal
in April 2011 – to encourage trial and sampling
- "Groupon Now” allows
customers to view
real-time deals in their
current vicinity.
- Could supermarkets
be next to offer deals
on major branded
foods and beverages?
26
The world’s most extensive study on
brands
•Over 750,000 respondents
•50,000 brands across 200 categories
•18 years of data
•72 brand metrics
•51 countries
BrandAsset® Valuator (Y&R)
28
0
20
40
60
80
100
Differentiation Relevance
0
20
40
60
80
100
Esteem Knowledge
Brand strength is the first level of
measurement in assessing a brand’s health
29
BrandAsset Valuator
Brand strength Brand stature
Leading indicator
future growth value Lagging indicator
current operating value
30
The stages of consumer attraction depict
brand momentum and credibility
30
Bra
nd
Str
en
gth
(D
iffe
rentia
tion &
Rele
vance)
Curiosity Commitment
Indifference Fatigue
Brand Stature (Esteem & Knowledge)
Key consumer and business metrics
•Pricing power
•Usage and preference
•Loyalty
•Social currency
• Intangible value
creation
BrandAsset Valuator metrics
relate to marketplace performance
31
UK all adults – food sector
Food corps
Bakery goods & crackers
Fruit juices and drinks
Canned, packaged and frozen foods
Sauces and sandwich spreads Snacks
Bra
nd
str
en
gth
(D
iffe
ren
tiation
/ R
ele
van
ce)
Brand stature (Esteem / Knowledge)
Cadbury
Danone
Heinz
Hellmann's
Kellogg's
Kraft
Nestlé
Allinson's
Bahlsen
bisc&
Duchy Originals
Fox's Biscuits
Hovis
Jacobs Biscuits
Jaffa Cakes
Kingsmill
McVities
Nabisco
Penguin
Biscuits
Ritz
Ryvita
Sara Lee
Warburtons
Mr
Kipling
Britvic
Britvic J2O
Copella
Feel Good Drinks
Grove Fresh Organic Juices
Innocent
Just Juice
Lipton Ice Tea
Minute Maid
Nestea
Oasis
Ocean Spray PJ Smoothies
Ribena Robinsons
Sunny D
Tropicana
Vie Shot
Anchor
Bertolli
Chicken Tonight
Chivers
Clover
Country Life
Flora
Gales
Hartleys
Homepride
I Can't Believe
It's Not Butter
Knorr
Loyd Grossman
Lurpak
Marmite
Nutella
Old El Paso
Ragú
Robertsons
Seeds of
Change
St Ivel Gold
Sun-Pat
Uncle Ben's
Utterly
Butterly
Saclà
Ambrosia
Amoy
Aunt Bessie's
Batchelors
Baxters
Bernard Matthews
Bird's Eye
Branston Beans
Campbell's Carnation
Chicago Town Crosse & Blackwell
Cup-a-Soup
Findus
John West
Linda McCartney Foods
Maggi
McCain
Napolina
New Covent
Garden Food Co
Pot Noodle
Princes
Quorn
Ross
Weight Watchers
from Heinz
Young's Seafood
Buitoni
Dolmio
Del Monte
Doritos
Ginsters
Golden Wonder
Hula Hoops
Kettle Chips
KP Nuts
McCoys
Peperami
Phileas Fogg
Pringles
Quavers
Twiglets
Tyrrells Chips
Walkers
32
•Created its own category
of smoothies
•Fun and different brand
•Unique marketing efforts
and social events
− New packaging and flavors
− The Big Knit, Village Fete,
Hungry Grassy Van
− Recipe books
33 33
Bra
nd
str
en
gth
(D
iffe
rentia
tion /
Rele
vance
)
Innocent enjoys niche status with significantly
more momentum to build mass appeal
34
Fruit juices
& drinks average
Brand stature (Esteem / Knowledge)
35
Innocent has created a unique and
differentiated meaning
0
20
40
60
80
100
Differentiation Relevance Esteem Knowledge
Perc
en
t R
an
k S
co
re
Innocent (drinks) Fruit Juices & Drinks Average
36
Innocent brand strength
Innocent vs. fruit juices & drinks average
2.4x more
progressive
2.2x
stronger
differentiation
1.6x more
visionary
1.2x more
desirable
Fruit Juices & Drinks Category Average
Innocent
indexed t
o c
ate
gory
avera
ge
Ind
ex
vs. C
ate
go
ry
Category average (%)
Different
Distinctive
Unique
Dynamic
Innovative
Leader
Reliable
High quality Arrogant
Authentic Best Brand
Carefree
Cares Customers
Charming
Daring Down to Earth
Energetic
Friendly Fun
Gaining In Popularity
Glamorous
Good Value
Healthy
Helpful
High Performance
Independent
Intelligent
Kind
Obliging
Original
Prestigious
Progressive
Restrained
Rugged
Sensuous
Simple Social
Straightforward
Stylish
Traditional
Trendy
Trustworthy
Unapproachable
Up To Date
Upper Class
Visionary
Worth More
20
40
60
80
100
120
140
160
180
200
220
240
260
280
0 5 10 15 20 25 30
Socially
Responsible
Innocent breaks away as an innovative and
progressive beverage in juice category
37
35
Category cost of entry Uncommon to category
UK all adults – food sector
Food corps
Bakery goods & crackers
Fruit juices and drinks
Canned, packaged and frozen foods
Sauces and sandwich spreads Snacks
Bra
nd
str
en
gth
(D
iffe
ren
tiation
/ R
ele
van
ce)
Brand stature (Esteem / Knowledge)
Cadbury
Danone
Heinz
Hellmann's
Kellogg's
Kraft
Nestlé
Allinson's
Bahlsen
bisc&
Duchy Originals
Fox's Biscuits
Hovis
Jacobs Biscuits
Jaffa Cakes
Kingsmill
McVities
Nabisco
Penguin
Biscuits
Ritz
Ryvita
Sara Lee
Warburtons
Mr
Kipling
Britvic
Britvic J2O
Copella
Feel Good Drinks
Grove Fresh Organic Juices
Innocent
Just Juice
Lipton Ice Tea
Minute Maid
Nestea
Oasis
Ocean Spray PJ Smoothies
Ribena Robinsons
Sunny D
Tropicana
Vie Shot
Anchor
Bertolli
Chicken Tonight
Chivers
Clover
Country Life
Flora
Gales
Hartleys
Homepride
I Can't Believe
It's Not Butter
Knorr
Loyd Grossman
Lurpak
Marmite
Nutella
Old El Paso
Ragú
Robertsons
Seeds of
Change
St Ivel Gold
Sun-Pat
Uncle Ben's
Utterly
Butterly
Saclà
Ambrosia
Amoy
Aunt Bessie's
Batchelors
Baxters
Bernard Matthews
Bird's Eye
Branston Beans
Campbell's Carnation
Chicago Town Crosse & Blackwell
Cup-a-Soup
Findus
John West
Linda McCartney Foods
Maggi
McCain
Napolina
New Covent
Garden Food Co
Pot Noodle
Princes
Quorn
Ross
Weight Watchers
from Heinz
Young's Seafood
Buitoni
Dolmio
Del Monte
Doritos
Ginsters
Golden Wonder
Hula Hoops
Kettle Chips
KP Nuts
McCoys
Peperami
Phileas Fogg
Pringles
Quavers
Twiglets
Tyrrells Chips
Walkers
38
•Savory spread invented in the late 1800s
• “The growing up
spread you never
grow out of”
•Quirky communications
– Love It or Hate It
Campaign
– Marmarati Campaign:
Portrays Marmite fans as
an exclusive, desirable
segment to belong to
39
With unusual and edgy persona,
Marmite breaks away from competitors
40
Jam, honey & spreads average
Bra
nd
str
en
gth
(D
iffe
rentia
tion /
Rele
vance
)
Brand stature (Esteem & Knowledge)
41
Greater pricing power and loyalty than
other jams and spreads
0
20
40
60
80
100
Differentiation Relevance Esteem Knowledge
Perc
en
t R
an
k S
co
re
Marmite Jam, Honey & Spreads Average
42
Marmite brand strength
Marmite vs. spreads average
1.5x greater
emotional
commitment
1.2x greater
pricing power
1.5x greater
behavioral
commitment
Marmite: different, unique, distinctive, rugged,
daring and authentic
Jams, honey & spreads category average
Marm
ite indexed t
o c
ate
gory
avera
ge
Ind
ex
vs. c
ate
go
ry
Category cost of entry Uncommon to category
Category average (%)
Different
Distinctive
Unique
Dynamic Innovative
Leader
Reliable High quality
Arrogant
Best Brand
Carefree
Cares Customers
Daring
Down
to Earth Energetic
Friendly Fun
Gaining In
Popularity
Glamorous Good
Value
Healthy
Helpful
High Performance
Independent
Intelligent Kind
Original
Prestigious Progressive
Restrained
Rugged
Sensuous
Simple Social
Socially Responsible Straightforward
Stylish
Traditional Trendy
Trustworthy
Unapproachable
Up To Date Upper Class
Visionary
Worth More
0
50
100
150
200
250
0 5 10 15 20 25 30 35
Authentic
Charming
Obliging
43
Food and beverage main market trends are
strongly related to the evolution of lifestyle and
consumption values, behaviors and habits
Pleasure
Health . Convenience
Efficient/ Functional Nutrition
The Sensory Experience
The Time Factor
Convenience Plus
Health & Wellness
Guilt / Sugar-free indulgence
© 2011 Accenture. All rights reserved.
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