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8/3/2019 Hits and Misses Insight Presentation - June 2011 - ANZSEA Final v[1]
http://slidepdf.com/reader/full/hits-and-misses-insight-presentation-june-2011-anzsea-final-v1 1/76
Hits & MissesLessons Not to be Ignored in Product Innovation
Mintel Insight Presentation
June 2011
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• Global brands
• Keep the brand exciting without compromise
• They know what their consumers want
• They do what they do well
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Innovation – Many Definitions
The classic definitions of innovation include:
• The process of making improvements by introducing something new.
• The act of introducing something new: something newly introduced
(The American Heritage Dictionary).
• The process of translating new ideas into tangible societal impact (Krisztina Holly, Vice Provost,University of Southern California, and Executive Director of USC Stevens Institute for Innovation)
• The introduction of something new. (Merriam-Webster Online)
• A new idea, method or device. (Merriam-Webster Online)
• The successful exploitation of new ideas (Department of Trade and Industry, UK)
• Change that creates a new dimension of performance Peter Drucker (Hesselbein, 2002)
• A creative idea that is realized [(Frans Johansson)] (Harvard Business School Press, 2004)
•
"The capability of continuously realizing a desired future state" ([John Kao, The Innovation Manifesto, 2005])
• "The staging of value and/or the conservation of value." (Daniel Montano 2006.)
www.Wikipedia.com
4
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.5
The Consumer: Rethinking The Way They Consume
The global consumer landscape has changed. This changehas caused people to reconsider the way they consume.
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.6
Over Consumption Without Consideration
Causing The Rethink: Lifestyle
Our PersonalLives
Finances/Health
The Wider
Community
Global and LocalProducers
TheEnvironment
Reckless consumption has its limits
The “New Consumer” is rethinking the way they consume
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.7
New Consumer Priorities
Globalisation in Reverse
Movement from:Mass / globally produced items
Movement to:Local / ethical
Simplicity
Movement from:Complicated / over ambitious products
Movement to:Simplicity / focusing on the essentials
Smart Shopping
Movement from;Overly luxurious / expensive items
Movement to:Value initiatives
Togetherness
Movement from:Individual indulgence
Movement to:Shared experiences
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.8
New Consumer Priorities
Globalisation in Reverse
Movement from:Mass / globally produced items
Movement to:Local / ethical
Simplicity
Movement from:Complicated / over ambitious products
Movement to:Simplicity / focusing on the essentials
Smart Shopping
Movement from;Overly luxurious / expensive items
Movement to:Value initiatives
Togetherness
Movement from:Individual indulgence
Movement to:Shared experiences
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.9
Simplicity
People are simplifying their lives to hold on to what is important and stripping out the unnecessary
Simplicity
Source: Mintel Inspire
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.10
Simplicity – the Translation To Products
90% of US
respondents aresimplifying their livesafter the recession
Simple, honest,believable claims on
pack
Organic, natural andlocally produced
products on the rise
Average number of ingredients per product
is in decline in the US
Source: Mintel American Lifestyles Jan 2010
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
The Impact On New Product Development
Market DrivenUnsophisticated
Consumer
FirstAbsence / Minus
The removal of the not sodesirables
NextPositive / Plus
Functionality – with/withoutthe science
NowBalance
Health ManagementFresh
Natural
RealSimplicity
Ingredient reduction?
Consumer DrivenWanting greater clarity
Increasing overweight and obesity issues
1990’s Uncertainty
Consumers accepting of health& food messages
2000’s Change
Increased confusionregarding health messages
NowAccountability
Consumers actively seekinginformation
11
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
The Enemy
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Michael Pollan: Keeping it Simple
1. Avoid food products that contain morethan five ingredients.
2. Avoid food products containingingredients that a third-grader cannotpronounce
3. Avoids food products that make a health
claim
4. Don’t ingest foods made in places whereeveryone is required to wear a surgicalcap.
5. Get out of the supermarket whenever youcan
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.14
Simple Language
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Simplicity With Beauty
15
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Top New Performers
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Special Edition Yoghurt – Single PotUK
Hovis Heart Healthy BreadUK
Belvita Satiety WholegrainBreakfast Biscuits - UK
Available as a special edition yoghurt, the product consists of juicy peach and tangy passionfruit
mixed with a full, creamy textured luxury yoghurt
Baked with 50% oats and 50% wheatflour. Themanufacturers claim their bread will help
maintain normal cholesterol levels, which hasbeen approved by H.E.A.R.T UK
Crunchy biscuits designed for consumption at breakfast time, designed to provide a gradual
release of energy.
Performance – Units per store perweek: 108
Performance – Units per store perweek: 66
Performance – Units per store perweek: 50
Total Sales - £504,466 in 15 weeks onshelf
Total Sales - £5,227,370 in57 weeks on shelf
Total Sales - £1,489,440 in18 weeks on shelf
17
Top New Performers: Food
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Caffeine and Sugar Free Coke(330ml can)- Spain
Mountain Dew Energy Soft DrinkUK
Organic Arabica Senseo Coffee PadsFrance
Coca-Cola Zero Sin Cafeína (Carbonated Soft Drink without Caffeine) is now available. This
product retails in a 330ml can.
An energy positioned and an "extreme" soft drink that contains more caffeine than the Mountain
Dew Soft Drink sold in the USA for an extra kick
Made from high quality 100% arabica beans and UTZ Organic Certified
Performance – Units per store perweek: 57
Performance – Units per store perweek: 52
Performance – Units per store perweek: 37
Total Sales - €5,427,350 in45 weeks on shelf
Total Sales - £2,580,910 in53 weeks on shelf
Total Sales - €284,066 in16 weeks on shelf
18
Top New Performers: Beverages
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Sensodyne Repair ProtectToothpaste - UK
Limited Edition Shower Wash(Eastern Spirit Scent) – UK
Dettol Hand Wash SystemFrance
Features a unique concentrated calcium formula
claimed to continuously repair, strengthen and protect sensitive teeth with the exclusiveNovamin technology
The limited-edition Radox Eastern Spirit Shower
Therapy has been inspired by the Orient and combines extract of delicate lotus flower withorange blossom oil to help soften the skin and
rejuvenate the senses
Formulated with moisturising agents and is
claimed to kill 99.9% of bacteria, helping to stopthe spread of germs. The wash systemautomatically dispenses soap, for cleansing
without dripping or mess
Performance – Units per store perweek: 15
Performance – Units per store perweek: 14
Performance – Units per store perweek: 12
Total Sales - £1,700,450 in15 weeks on shelf
Total Sales - £895,381 in37 weeks on shelf
Total Sales - €1,771,020 in 28 weekson shelf
19
Top New Performers: Personal Care
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Bacteria-control DishwashingLiquid - UK
Sneeze Shield on-the-go TissuePacks - USA
“Exhilarations” mood-lifting FabricSoftener (750ml) - UK
Features antibacterial action to control bacteriaon a sponge. The product is retailed in a 433ml
bottle featuring the British Skin Foundation logo.
Eight packets with ten three-ply tissues with„Sneeze Shield‟, a unique coating that preventsgerms from going onto the hands and spreading
viruses
Exhilarations Wild Bluebell & Bergamot Thrill variety is said toelectrify the senses and uplift the
spirits. The product also acts as an ironing aid
Performance – Units per store perweek: 55
Performance – Units per store perweek: 44
Performance – Units per store perweek: 24
Total Sales - £2,564,302* in36 weeks on shelf
Total Sales - £2,580,910 in53 weeks on shelf
Total Sales - €284,066 in16 weeks on shelf
20
Top New Performers: Household
*(2 fragrance variants)
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Mintel’s Global “Hits”
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Innovation Pillars
Health & Wellness
Simple
Targeted
Lifestyle
Trading Up
Value
Convenience
Portability
Ease of Use
Ethical
Human
Environmental
Segmentation by Age and Gender
22
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Key Product Trends
23
Food & Drink
Claims Categories, Food & Beverage, Global% of new products, Last 12 Months
Non-Food
Claims Categories, Beauty, Household, Pet & Health/Hygiene, Global
% of new products, Last 12 Months
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Mintel’s Market Hits
24
Hit #1: Innocent
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Innocent: Meeting Consumer Need
Idea Origin:
The three founderswere:
Not wanting to wait ata juice bar in the
morning
Wanted somethingtotally natural
“ Supermarkets don‟t even return your calls at first. Then they say no and then if you are
persistent you get a chance”
25
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Innocent: Meeting Consumer Need
All NaturalSmoothie
Packaging ReflectsSimplicity
Fruit to Vegetable
Consumer
Need
Consumer
EngagementNew OfferingsSimple Story
Ethical Appeal
26
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Recent Success: Basic Apple Juice
27
Performance – units per storeper week: 85
£1,977,130 in 15 weeks
Innocent: Continued success with
a simple, natural story
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Mintel’s Market Hits
28
Hit #2: Tide
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.29
Tide: Results Driven
Original Proposition
Simple / EffectiveCleaning
Achieved viaNo frills
High results
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Tide: A Period of Experimentation
Back to BasicsWater-lessCleaning
ClothesBeautification
30
Traditional
High performancecleaning
Did Tide stray too far from the brand & the category?
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Tide: Delivering New Lifestyle Benefits
31
Scented lintroller
Aromatherapybenefits
On the goformats
Sports – OdourEliminators
Added softenerPerpetual
fragrance release
Continued SuccessSticking to the brand /
proposition
New lifestyle benefitsperpetuate interest
Safe territory within thecategory
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Top Performing SKUs: US Automatic Detergents
32
Tide plus Downy FabricSoftener (150.00 fl. oz)
Performance: Units perstore per week: 11
$49,242,500 USD in 94weeks on shelf
Top 5 Performing SKUs by Performance Rate Jan 2004 – June 2011
Wisk 2x UltraConcentrated (50.00 fl. oz)
Performance: Units perstore per week: 7
$21,765,900 USD in 95weeks on shelf
All Oxi-Lift 2-in-1(50.00 fl. Oz)
Performance: Units perstore per week: 7
$21,262,600 USD in 68weeks on shelf
Oxi Clean with StainFighters (150.00 fl. Oz)
Performance: Units perstore per week: 6
$9,717,000 USD in 74weeks on shelf
Tide Sports with OdourEliminators
(100.00 fl. Oz)
Performance: Units perstore per week: 6
$27,241,300 USD in 68weeks on shelf
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Mintel’s Global Hits
33
Hit #3: Haagen-Dazs
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Extending into “better for you” formats Simple HealthFull indulgence
Premium Healthier Options Without Compromise
Haagen-Dasz: Delivers On It’s Brand
34
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Haagen-Dazs Five: Simplicity Defined
Sales
Accumulative Sales:Approx 30 Million (USD)
Average Weekly Sales:Approx 360,000 (USD)
Still Selling
Flavours
Vanilla BeanMint
GingerCoffee
Sugar (Brown)Chocolate (Milk)
Lemon
35
Source: Mintel IRIS Product Sales Data
Häagen-Dazs Five - Vanilla Bean - 14.00 fl. oz (US)
Häagen-Dazs Five - Coffee - 14.00 fl. oz (US)
Häagen-Dazs Five - Milk Chocolate - 14.00 fl. oz (US)
Benchmark: Haagen-Dazs excl Five (17 SKUs)
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Mintel’s Market Hits
36
Hit #4: Olay
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Olay: Heritage of Youthful Beauty
37
Original Proposition
Younger looking skin
Achieved via
Light, non-greasy formulaQuick absorption
Effective moisturisation
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Olay: Staying True to Principles
Basic HydrationProfessional
Results
Anti-agingBenefits
“7 signs of ageing”
38
Continually delivering younger looking skin
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Olay: Real People, Real Results
39
Continued brand strength
through proven results
Olay‟s re-invents the brand over time while continuing to deliver
on it‟s original promise
Olay‟s recent campaigns show real anti-ageing results inreal people over time
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Mintel’s Market Hits
40
Hit #5: Absolut Vodka
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Absolut: Delivers an Experience
COMPLETE PACKAGE
Authentic ingredients
Hero/standout flavours
Successful ad campaign
Quality bottle packaging
41
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
An Absolut Chameleon
Absolut continues to tell a story withnew chapters….
42
b l f h
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Absolut – Be Part of the Experience
43
Ab l t N L R i d
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Absolut: No Logo Required
No Logo Required
The latest variant from Absolutis nude – no logo, no imagery,
no message
44
Mi t l’ M k t Hit
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Mintel’s Market Hits
Hit #6: Red Rock Deli
45
R d R k D li A P i t f Diff
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Red Rock Deli: A Point of Difference
46
Elevated yet simple offering
Highly developed market – yet lack of premium, affordableoptions
Consumer desire for more flavour choice and better quality
Si l P i Si l Off i
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Simple Premise, Simple Offering
47
Real Real potatoes,real flavourings
SimpleA real chip -
big in flavour, low
in fat
FreshFoil for freshness;
locally sourcedpotatoes
UniqueElevated
flavourings; unique
combinations
R d R k D li Si l b t U i
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Red Rock Deli: Simple….but Unique
Flavour Purpose
Moroccan Chicken Locational
Dijon Mustard and HoneyComplimentary but
striking
Honey Soy ChickenComplimentary but
striking
Lime and Black PepperComplimentary but
striking
Sweet Chilli and SourCream
Familiar andcomplimentary
Tzatziki Dip category inspired
Sea Salt Natural and simple
Sea Salt & BalsamicVinegar
Familiar yet elevated
Simple and familiar flavours combined tocreate something unique in the market
48
Delivered on a Consumer Need
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© 2010 Mintel International Group. All rights reserved. Confidential to Mintel.
Delivered on a Consumer Need
49
Meeting the need – with success
Since 2002, the Red Rock brand has solidifieditself firmly in the Australian snack market and
continues to evolve
Potato Salty Snack – Australia Market Shares 2010
Olive Oil 75% less fat variant
Mintel’s Market Hits
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Mintel’s Market Hits
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Hit #7: BeroccaTwist’n’Go
Berocca: History of Energy Delivery
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Berocca: History of Energy Delivery
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Original proposition
Natural energy – B vitamins
Daily boost
“Pick me up”
Berocca: Extending into Energy Drinks Market
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Berocca: Extending into Energy Drinks Market
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Simple packaging idea= new category, new
sales
Berocca: Knowing When to Cross Over
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Berocca: Knowing When to Cross Over
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Australian Energy Drinks Market – Spend per Capita
Trusted brand, natural energy High growth, developing market
Mintel’s Market Hits
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Mintel s Market Hits
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Hit #8: Sunrice
Sunrice: From Commodity to Convenience
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Sunrice: From Commodity to Convenience
Convenience, not commodity
Original positioning – easy & quick mealsolution
Convenient packaging
Simple product – new uses & cuisines
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Sunrice: Evolving the Convenience Element
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Sunrice: Evolving the Convenience Element
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What else can a rice be?
Sunrice identified opportunity to expand the natural convenience of ricethrough better storage solutions and new consumption situations
Diversifying the Humble Grain
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Diversifying the Humble Grain
Gluten free & lowGI
Quick cook brownrice
Better Storage
On-table serving
Global rice variants
Entertainingblends
Snacks
Ready Meals
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Sunrice: Exploring New Categories
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Sunrice: Exploring New Categories
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Extending the goodness
With a strong health profile and brandtraction, Sunrice extended into
confectionery to offer healthier options
Sunrice: Embraces its Category
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Sunrice: Embraces its Category
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Market Shares – Australian Rice Category 2009Mintel Global Market Navigator
Sunrice has continued to evolved it‟s offering within abasic category and perpetuate new consumption
occasions and new levels of convenience
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Mintel’s Global “Miss” List
Mintel’s Market Misses
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Mintel s Market Misses
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Miss #1: Calorie ConceptFor All Markets
Basic H&W: Portion Control
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“...The 100 calorie snack package, an industry that went from $0 to $200 million in a three yearperiod...”
“The concept of the 100 calorie package is a winner. Portion control, convenience, familiar and favouritefoods, all in one (slightly expensive) package add up to a dieter’s best friend”
Basic H&W: Portion Control
100 Calories – A Dieters Best Friend !
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62
Basic H&W: Getting The Portion Right
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Basic H&W: Getting The Portion Right
Claims 2005 2006 2007 2008 Growth2007 - 08
EnvironmentallyFriendly Package 37 65 616 3,568 479% Portionability 148 185 213 1,144 437%
Immune System(Functional)
87 87 286 433 51%
Glycemic
(Low/No/Reduced) 245 231 363 536 47% Cardiovascular(Functional)
172 241 434 624 43%
Selected Claims, All Food & Beverage(no. of new products, Jan 05 – Dec 08)
Top 5 Emerging Claims, All Food & Beverage(no. of new products, Jan 05 – Dec 08)
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Bacardi: Considered the Local Context
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Bacardi in the UK have recently launched 100 Calorie Breezer. They have replacedtheir previous lighter Half Sugar version. Bacardi said “the 100 Calorie variant was
created in response to consumers lack of understanding the calorie content inalcoholic drinks”
Bacardi: Considered the Local Context
Cadbury: Not The Right Concept
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adbu y o g o p
Fast Benchmark: Chocolate Tablets (UK)
Dairy Milk - Low Calorie Chocolate Bar
Cadbury Low CalorieChocolate Bar
Averageweekly sales
£331
Total sales(over 46weeks)
£15,246
Sales Performance
65
Uncle Toby’s: Re-thinking The Concept
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y g p
66
2008 2010
Getting the Message Right
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g g g
67
A multitude of messages Explaining & educating
Mintel’s Market Misses
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Miss #2: Febreze ScentStories
Scentstories: A Good Idea at the Time?
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Innovation in scent alternation
Innovative packaging/device
Attractive consumer benefit – scent control & variation
First major launch of alternating scents in aircare
Scentstories powered aircare unit used “scent discs” with 5 scents which the user could select and alternate
Scentstories: Miscommunication and Confusion
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Brand Launched Scentstories releaseShania Twain CDMarketed by ShaniaTwain
Consumers confused – music player or air-freshener?
Confused Consumers = Product Miss
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Deliver a clear purposeand benefit
Keep the message simple
Febreze abandoned the range within a year and sold the brand to Yankee Candle, whocontinued to make the scent disks for consumers who invested in the original player.YC also abandoned the brand after a few years as consumer demand died off.
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Lessons From The Hits
Meet Consumer Need Extend category
benefits
Deliver The Brand Know When to Cross
Over
Re-invent Be Unique but Simple
Embrace the Category Evolve But Stay True
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Lessons From The Misses
Steal concepts with consideration Communicate a clear purpose
“To do a common thing uncommonly well brings success”
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To do a common thing uncommonly well brings success
- Henry John Heinz, Founder