agenda - doyoubuzz

AGENDA

• Why primary research was necessary?

• Key findings

• Guidelines

• Direction of our strategy

The reasons behind

the campaign

COMPETITION

DECLINE

DISCOUNT

What’s

wrong

EXPANDING CATEGORY OCCASION

THE SOLUTION

EXPANDING THE TARGET MARKET

CATEGORY DRIVERS

Penetration rate already high

Frequency of purchase

Average weight of purchase

Pre-store

context

Store

Select the

product

Category

CATEGORY DRIVERS

Pre-store

context

Store

Select the

product

Category

PATH TO PURCHASE

How to dominate the pre-store context

PATH TO PURCHASE


Different

need

states

PATH TO PURCHASE


PATH TO PURCHASE


3 opportunities

Dessert after dinner

On-the-go

Active lifestyle

PATH TO PURCHASE


3 opportunities


On-the-go

Active lifestyle

Only 11% of

Irish people

PATH TO PURCHASE


3 opportunities


On-the-go

Active lifestyle

Only 19% of

Irish people

PATH TO PURCHASE


3 opportunities


On-the-go

Active lifestyle

High protein

content

PATH TO PURCHASE


3 opportunities

What need states

dominate those 3

occasions?

Brand heuristic

PATH TO PURCHASE

How to dominate the in-store context

PATH TO PURCHASE

How to dominate the in-store context

Increase the category drivers

Optimize the merchandising

Determine cross merchandising from the findings of

the research on the pre-store context

Improve the shopper in-store experience

Improve the first moment of truth

What do we need to

know?

DEFINE THE STRATEGY

MARKET RESEARCH OBJECTIVES

Usage and attitudes towards yogurt consumption

Key motives and barriers

Level of importance of the 3 dairy a day recommendation

Perception of the brand

How to best communicate our message

The customers’ logic when choosing a yogurt in-store

The merchandising factors that can influence the

purchase

Understand and identify

MARKET RESEARCH

HOW?

MARKET RESEARCH

3 focus groups

Merchandising audit

9 Irish stores

4 French stores

In-depth interviews

MARKET RESEARCH

4 in-store observations Comparative research French

vs Irish and quick online survey

Combine

key findings

to capture the

right direction

6 general

guidelines

KEY FINDINGS

Most regard themselves as healthy eaters in general

KEY FINDINGS

but aware of only 2 recommendations in the food

pyramid

KEY FINDINGS

and unsure of the exact benefits of consuming 3

dairy a day

Awareness of ‘3-a-day’ can be

grown to further educate

consumers about benefits of

dairy

KEY FINDINGS

YET

hard to

exploit

87% recognise

Danone as a strong brand for dairy products

KEY FINDINGS

Only 2 brands are top of mind: Actimel and Activia

Only the advertising that are health-benefit focused

are remembered: Actimel, Activia, Danacol

Lack of link to Danone parent brand and the rest of

the products

Enhance the presence of the

parent brand and its link to all

the product line

KEY FINDINGS

KEY FINDINGS

“ Listen to classical

music ”

“ Hobbies: walking ”

“ Conservative ”

KEY FINDINGS

Danone’s communications have been too focused on

specific health issues

Neglects general health and younger age groups

Rejuvenate the brand to

have a more inclusive

appeal

KEY FINDINGS

Merchandising in

Ireland

Good numerical distribution

of Danone

Near the other dairy

products in general

Staples like milk can draw

traffic to the aisle

Refrigerated area. Only

Supervalu has glass cover

The aisle is cluttered and

sense of ‘choice overload’

Restrictive in sense of

being primary household

buyer focused

KEY FINDINGS

Merchandising in

France

Aims to :

Save time – segmentation/

planograms

Awaken senses –

atmosphere, visuals,

experience

Accompany the shopper –

informative, professional

KEY FINDINGS

So what does this mean?

Time – further facilitation

of consumer eg snacking

shelves at entrance

Senses –visual aesthetics,

improved experience

Accompaniment – clearer

information eg 3-a-day

guidelines on shelf

Merchandising can be improved to

portray a better image of Danone and to

augment the shopper’s experience and

simplify their purchasing decisions

KEY FINDINGS

Other distribution channels

1. Online shopping

How to generate impulse purchase and improve the online customer

experience?

KEY FINDINGS

Other distribution channels

People are outside the home for a large part of day – not reliant on

primary household shopper

2. Other distribution channels

Uncover alternative ways and means of

reaching consumers on terms more

convenient for them

KEY FINDINGS


On-the-go

Active lifestyle

Potential but…may not be

strong enough to work in

isolation

Find a more inclusive

occasion of consumption

The direction

of our strategy

How to make the consumption of yogurt an habit?

How to follow the French success?



Key findings:

75% of the respondents are already aware of the

importance of consuming 3 dairy a day

Reasons behind yogurt consumption:

Irish French



86% of the French stated family habit as their

primary reason

Yogurt anchored in their meal, dessert after lunch

or dinner

How to make the consumption of yogurt a habit?


Danone can still work on making

yogurt a consumption habit for a

different occasion

Yogurt, the healthy and tasty snack

Opportunities

Appeal to a wider population

Irish people more conscious about

their health

Implies in-home and on-the-go

consumption

Opportunities

Includes functional and emotional need

states

Hunger

Mindless

pastime Healthy eating

plan

Pleasure

Habit

Challenges

Current packaging: no XXL pot for all the

brands and fragile packaging But upcoming packaging, more

resistant

Evening snacks often include tea not

compatible with yogurt

Some Irish consumers just think they don’t

like the taste

Challenges

Difficulty to convey a clear message

containing 2 informations: yogurt as part of the

3-a-day and yogurt as a snack

Refregiration issue out of home

Conclusion

How we conducted the research

Focus groups

In-depth interviews

Merchandising audit

In-store observation

Comparative research

Conclusion

Educate people on the 3-a-day recommendation

Relate the brands to Danone

Rejuvenate the brand

Partner with the retailers to improve the

merchandising

Find other channels of distribution

The 3 opportunities of consumption will not

work in isolation

Guidelines from the findings

Conclusion

Anchor a new opportunity of consumption:

A HEALTHY AND TASTY SNACK

Direction for our strategy

Appendix 1: Path – to - Purchase

Source: smartrevenue.com

Appendix 1: Path – to - Purchase

• Because each shopper has her own view on category importance, companies must be aware of which purchases are planned at store level and brand level, and which purchases are not planned at all. Most pre-store decisions are brand driven: the shopper has purchased the product in the past and will continue to do so in the future. In-store decisions, however, are often based on perceived value, merchandising, and packaging.

• Aisle and shelf organization also play a big role in purchasing decisions. It makes

sense to organize shelves by brands, but products need to be merchandised in the least confusing way possible. For example: a health-conscious shopper will shop based on ingredients and preparation and will seek brands that meet her needs; the more time it takes a customer to understand product attributes and benefits, and to compare prices, the less likely she is to browse unplanned categories and products; the fewer the products browsed and bought, the more money the store loses, proving the point that time is money.

• By studying shopper insights, retailers and manufacturers can understand and address the difference between product consideration and product closure. Was packaging a consideration? Was their first choice out of stock? Was price a deciding factor?

Source: smartrevenue.com

• 6-8 participants • Gender: Males and females • Age groups: 18 – 45+ • Participants from both rural and urban areas • Participants who ate yogurt every day, those who

ate yogurt occasionaly, those who never ate yogurt

• Participants who ate the Danone brand and those who ate a different brand

• Online shoppers and those who shop in-store

Appendix 2: Focus group

General comments

Good numerical distribution

of Danone

Near the other dairy

products in genera

Stapples like milk can drain

traffic to the ailse

Refrigerated area. Only

Supervalue has glass cover

The aisle generally looks

outdated

Less traffic, fewer sales

Appendix 3: Key findings - merchandising

Merchandising at the service of

cash flow

Challenging product to

merchandize implying greater

conditionning labour

Hard time to keep a proper

facing along the day

Risk of shrinkage

Loss of earnings when out

of stock


Merchandising at the service of

cash flow

IN FRANCE

more attractive with

unobstructed view of retail

packaging while giving

shoppers easy access to

product

Mass effect: factor to

generate sales


Merchandising at the service of the customers

Merchandising should help customers:

Save time

Awake their senses

Accompany the

shopper



Save time

Yogurt section = ½ aisle only

YET Time spent in front of it

relatively long

Impression of choice overload

Possible reason: wrong product segmentation and confusing

layout



Save time

In France

Clearer separation according to the nature, the target market

and the benefits of the yogurts



Awake their senses

Visual aesthetic: Important to work

on the store experience



Awake their senses

Taste experience: offering tasting

session to open a dialogue

between the brand and the

shopper in-store



Accompany the

shopper

Help them spot

?

Merchandising should improve the

legibility of the gondola



Accompany the

shopper

Display professionalism

Brands are partly dependent on

the image of the retailers selling

their products



Accompany the

shopper

Inform the shopper

Retailers can use informative

labels to inform on the importance

of the 3 a day recommendation


Merchandising at the service of Danone

In France

Volume

Price

Find other key of segmentation to generate revenue


Merchandising at the service of Danone

Opportunities for Danone to display their product at

strategic points to increase impulse purchase


Companies like Danone have to try to recreate their own

environment in those supermarkets by upgrading the

merchandising, using trade marketing and so on.

Work on the shopper perception of the dairy aisle. Moving

away from outdated look to modern, refreshing and exciting.

Engage shoppers and improve their shopping experience

Guide them by showing the benefit and usage of yogurts

Find the right segmentation following the logic of the

shopper

Appendix 3: Guideline - merchandising

Appendix 4: Protein Benefits

1. Decreases Blood Pressure

Whey protein supplementation might have blood pressure benefits, according to lead researcher Joel Pins and colleagues from the University of Minnesota. Hypertensive subjects randomly received 20 g of whey protein supplement or a placebo for six weeks. Blood pressure, blood lipids and safety measures were evaluated. At the end of the study, scientists observed that the whey protein group experienced decreases in blood pressure compared to those who were administered a placebo, according to the Food Navigator website.

2. Reduces Cholesterol Levels

Kristi Reynolds led a team of researchers from Tulane University who examined the studies regarding the relationship between protein consumption and cholesterol levels. After evaluating 41 studies from 1982 to 2004, researchers concluded that protein consumption was associated with lowering low-density lipoprotein or bad cholesterol and boosting high-density lipoprotein or good cholesterol in the body. Their report is published in the September 1, 2006 issue of "The American Journal of Cardiology.“

3. Lowers Glucose Levels

Researchers from the Curtain University of Technology investigated the effects of whey protein supplementation on body composition, lipids and glucose levels. Their study is published in the September 2010 issue of "The British Journal of Nutrition." Overweight and obese participants consumed one of the following: whey protein, casein or glucose. At the end of the 12-week study, researchers discovered that the whey protein group had lowered their glucose and cholesterol levels compared to the placebo group.

Source: http://www.livestrong.com/

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