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FLORA StrategyAn attempt to get a job as a Planner

+Once upon a time

Unilever's goal was to improve cardiovascular health and to make the world’s hearts healthier and to achieve this goal Flora was the solution.

Flora was one of the first soft margarines to be launched in the UK in 1964.

Flora was created after the medical profession asked them to create a healthy alternative to butter and hard margarines. The end result was a spread that was high in polyunsaturated fat and at least 70% lower in saturated fat than butter.

+Flora right now…

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It looks OK for a meeting with the shareholders butnot for the modern consumer.

+Brands that change people’s lives are the ones that are remebered

It takes time to build a name.

Branding is a process.

People are looking for experiences, if a brand knows how to provide them, then they become its consumers.

I don’t like using the word consumers, lets change it for advocates. (Sounds more professional)

+At first glance

Flora’s communication is working but it doesn’t amaze.

It talks about saturated fat and healthy factors in a way that other brands could do.

It needs a personality urgently, to be loved.

People do remember Flora. (And I did ask 10 international friends + 4 British relatives the benefits of London). Best answer: “I use Flora proactive which is supposed to help lower cholesterol” Clare.

Most people prefer the taste of butter but those who make healthier choices go for Flora. Others go for sale items.

+Flora is following the crowdIt has to go the other way

+Competitors

Flora

Olive grove

Meadow Lea

Blue Band

Others

Lurpark

0% 10% 20% 30% 40% 50%

Market Share

Market Share

http://download-reports.blogspot.co.uk/2011/08/analysis-of-unilever-flora-margarine.html

+Current Strategy

For the hearts you love.

Promoting reformulation of the brand ingredients.

Unilever received complaints when claiming Flora Cuisine contains 45% less saturated fat than olive oil.

+Butter vs margarine wars

“Why does Unilever continue to focus on promoting healthy spreads, the latest of which contain cholesterol-lowering ingredients?”

+People & calories“It’s not our job to tell people how many calories they should consume or how much exercise they should do but it is our responsibility to provide information so they can make an informed decision.”

+Raw diamond

Flora has been developed following research into consumers’ understanding of heart disease, food choices, and obstacles to making positive changes.

Flora is recognized by the medical profession as a world leader in nutritional research.

+That is a hint

+Flora has to start from the Inside out

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A brand that prides itself on being good for you and your heart, it has to show us it’s heart, right?

We need a heart for Flora.

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New Strategy: Follow your heart

The heart is the motor of our body but we mainly associate it with sentiments, we mention it all time. We love people with all our heart. People [heart] NY, hearts are everywhere, that’s good. But we don’t take care of it that often, that’s bad.

We live amazing experiences and great moments because of our hearts. The result doesn’t matter, there is no such feeling as following our hearts.

+Inviting people to follow their hearts, to be more passionate, less reasonable, to love more, to make mistakes, to learn, to live.

Whatever happens,Flora will take care of their hearts.

+Target: Heartbroken

Anyone that has felt at least once heartbreak - that means everyone. Sensitive individuals living their lives with their loved ones or in the search of love.

Benefit: Flora will take care of their hearts.

Insight: People look for refuge in food.

+ Flora reinventing itself

Changing the role of a brand providing advice for providing experiences, that’s how we learn.

+FINFinito, Sefini, End, Einde, 끝 .