Strike kick-off presentation

STRIKESalad Dressings:

EATS SALADS

Almost every

Russian

Source: Menu Check 2007

CONSUMER:

Women can create three things OUT OF NOTHING:

Source: Consumer Blogs

hairstylesalad and tragedy

CONSUMER:

Salad must

Source: Golden Dishes Salads 2010 enthography study

UPLIFT MOOD.

Colorful, fresh!

CONSUMER:

Summer is coming –

Source: Consumer Blogs

we’ll lose weight by EATING LIGHT SALADS and fruits

CONSUMER:

We’re tired of regular

mayonnaises

Source: Star 2010 consumer research

and now we want some exotic

salads; NATURALLY, WE USE THESE NEW

SAUCES

CONSUMER:

Fresh green salad -

Source: Nielsen

TASTIEST AND HEALTHIEST!

CONSUMER:

I tried to create CAESAR SALAD

WITH MAYONNAISE –

Source: Consumer visits

but it just doesn’t fit

In Western European market, Salad dressings are as big as Meat&Fish sauces

Source: Euromonitor, Nielsen

and ONLY 2 TIMES SMALLER THAN MAYO

In Russia Calve already accounts

for

Source: Nielsen

75%

75% OF SALAD DRESSINGS

MARKET

!

JENI HALL:

Source: Stakeholder Interviews

what can we do in terms of Salad dressings”

“I’m glad that we’ve FINALLY TACKLED this discussion:

JENIA SEDOVA:


I observe people

switching toLIGHT VEGETABLE

SALADS

BAS SMIT:


and this is exactly what our Salad dressings will help Calve do

To keep up BEING MODERN Calve needs to act in a trendy way –

JENIA ODINTSOVA:


People start eating new salads like Caesar and

Greek

Salad dressings are a NEW

TREND.

and this trend would develop

more and more

I eat salads FOUR DAYS A WEEK – only excluding Friday, Saturday and Sunday

Source: Stakeholder Interview

SVETLANA TSAREVA:

ELENA FEDOSOVA:


Salad dressings – like a favorite

child. Its so small,

but its SO CUTE AND

SO PROMISING

I eat green salad every day. I always take it as a side dish when I go to the canteen


KASKA BRANNY:

but I assume triple growth of Salad dressings


OLEG GUTSON:

In coming five years mayo

would still be dominating,

ACT MODERN&TRENDY

ABSOLUTELY YUMMY

BRING EXCITING VARIETY

SALAD DRESSINGS

THE JOURNEY BEGINS

STRIKESalad Dressings:

Education

Strike kick-off presentation