ot #33 - annemiek temming - danone
TRANSCRIPT
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De realiteit van de dag
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‘We moeten als merk weer relevant worden in het leven van mensen’
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Verlies van vertrouwen
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VERBINDING
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Sta je als merk aan mijn zijde?
Geef je echt om mij?
Probeer je echt om dingen beter te maken voor mij?
Kan ik je echt vertrouwen?
Probeer je echt om van mijn wereld een betere plaats te maken?
Krijg ik een stem?
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Van de consument centraal stellen naar de mens
centraal stellen..
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Functional Benefit, Purpose
& Persoonlijkheid
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Een merk is niet langer een abstract concept
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Mijn baan: 100% focus op mens, shopper, consument &
verbinding
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Storytelling avant la lettre. Twee belangrijke momenten in de geschiedenis van Danone in 1919 en 1972
&
Social & economic dual project
In 1919: an original yoghurt with health
benefit
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Gezondheid in 4 divisies
Dairy MedicalWater Baby
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Glocal
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But one-way communication to consumers. No broader presence in
society, no bonding
We are a Small Player in a Big Market
Market share value
Campina
PL
Danone
Arla
Almhof
Yakult
Other
Our reality: the position of Danone in the Netherlands
People grown up with dairy & market leader and cooperative Campina.
DNA = Locality and milk from farmers
Despite that we were able to build the brand in a positive way
Consumer Retailer KOL
35,8% MS val39,6% MS vol
12,6 % MS val5,5% MS vol
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Wie klein is moet slim
zijn
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Versterken van onze connecties met de buitenwereld
Consumer connection
FULL CONNECTION, ENGAGE
MEDIA
2012
2011
&
Shopper connection
Persoonlijk Begrijpen
Persoonlijk Activeren
Customer connection
Inkoop - Sales
Multidisciplinair
Stakeholder connection
Stakeholders
Health
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Merken met heel verschillende doelgroepen en eigen uitdagingen en kansen
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De basis staat bij ons goed maar we willen beter
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Met verschillende brillen kijken. Mens, boodschapper
en consument
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Verschuivingen in middelen
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Verschuiving in middelen
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Van een ‘opgeblazen gevoel’ naar ‘ritme als voorwaarde
voor lekker leven’
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New Prevalence
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Convinced Frequent
Convinced Occasional
Captive
Unconscious
NonCore Symptoms
Not Prevalent
TOTAL Not Prevalent
TOTALPrevalent
NetherlandWomen 18-70
100% (20.2% Activia Users P6M)
16,6 million (3.4 million Activia Users)
Rep. Base : 753RB Activia Users: 152
NEW
11.4%(7.0%)
1.9 million
(0.13 million)
88.6%(21.9%)
14.7 million
(3.2 million)
42.0%(28.5%)
7.0 million
(2.0 million)
3.7%(7,1%)
0.6 million
(0.04 million)
34.8%(18.7%)
5.8 million
(1.1 million)
11.6%(8.1%)
1.9 million
(0.2 million)0.3%
(0%)0.05 million
7.7%(6,9%)
1.3 million
(0.08 million)
Data in ( ) = Activia User Base
The incidence of Activia depends on the prevalence.
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Causes & Symptoms Synthesis: Digestive Disorders in Average
New Prevalence 88.6%
ACTIONS (E.13.)
SPECIFIC PRODUCTS (E.15.)
CAUSES (E.8.) SYMPTOMS (E2.ab)
Nothing special 25.4
Eating certain types of food, like
spicy, or fatty23.6
Not drinking enough water 16.8
Eating too much, excesses 16.2
Stress / nervousness 15.3
Gas / Flatulence 51.0
Feeling bloated 44.8
Diarrhoea 43.8
Pain / Spasms 41.5
Stomach gurgling 40.9
Watch what I eat 36.5
Drink more water 32.6
Take a rest 26.3
Consume products that help me during
this time20.5
Drink products that help me during this
time13.8
Ihave some specific time 54.6
You do not have any specific time 45.3
After dinner/evening meal 34.9
Before going to bed 10.7
Between lunch and dinner 9.3
Generally after eating 19.6
Whenever you change my eating habits 16.7
When you are stressed/anxious in general 15.8
Irregular lifestyle 15.2
During holidays 14.7
Feel not at my best 38.1
Feel uncomfortable 32.8
With pain 31.9
Feel fat 28.1
Tired / have low energy 25.7
Water 70.8
Brown Bread/Whole Bread 62.9
Fresh Fruits 59.3
Fresh vegetables 57.6
Tea 42.3
Yoghurts (in general) 32.3
Boiled vegetables 31.7
Fibre (All Bran, Cereals) 29.5
Fruit juice 23.3
Activia 19.0
MOMENT OF DAY (E.7.b)
SPECIFIC SITUATIONS (E.7)
ASSOCIATED DISCOMFORTS (E.6.)
Base Prevalent: 665
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The Ladder: Total Non Consumers Prevalent
Base: Non Consumer P6M Prevalent (521)
5 Superior
4 Credibility
3 Relevance
2 B. Understanding
1 Awareness
6 Negative
Prioritizing the barriers, the relevance of benefit one is the main problem, and the negative (price) is the second one.
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While there are universal themes that unite women aged 45–65, it is actually an incredibly transitionary
and diverse stage of life.
Women go through a variety of different phases and roles within this
age group, impacting on their priorities, lifestyles and outlook on
life...
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•Have teenage kids, who are still dependent
•Looking for more time for ‘me’ but it’s difficult
• No kids and in charge of agenda
• Life revolves mainly around family, friends and career
• Kids now in early 20’s, but still living at home
• Partly looking forward to freedom, but also dreading the ‘void’
• Recently gone through divorce or suffered death in family
• Slowly having to readjust to new life
• Grandkids have arrived
• A chance to apply wisdom & experience
• But on their terms now – controlling their time & freedom
From the age of 45-65 there are six distinct stages of life...
2828
Independent
Family CEO
• Kids have left home and are independent
• Freedom at last! • Now have time to focus
on ‘me’
Picking up the pieces
Gran
Me Time Nearly Free
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50+ is niet oubllig
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Always walking our consumers shoes
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From Insights to Connected Insights
WHAT I HEAR I FORGETWHAT I SEE I REMEMBERWHAT I EXPERIENCE I CAN ACT UPON
Confucius
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Healthier Habits made irresistible 37
Lessons Learned
Lessons Learned
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#DTV