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Daniel Vennard | @venoirGlobal Sustainability Director Mars
Tackling Systemic Problems and Shi6ing En8re Product Categories through Mul8-‐Layer Business Model Innova8on
#SB15London
Daniel Vennard Senior Research Fellow, World Resources Ins5tute
Twi8er: @venoir
Confiden5al Informa5on – Mars, Inc. For Internal Distribu5on Only. 2 @venoir
Confiden5al Informa5on – Mars, Inc. For Internal Distribu5on Only. 3 Confiden5al Informa5on – Mars, Inc. For Internal Distribu5on Only. 3 @venoir
Confiden5al Informa5on – Mars, Inc. For Internal Distribu5on Only. 4 @venoir
Confiden5al Informa5on – Mars, Inc. For Internal Distribu5on Only. 5 @venoir
Confiden5al Informa5on – Mars, Inc. For Internal Distribu5on Only. 6 @venoir
Confiden5al Informa5on – Mars, Inc. For Internal Distribu5on Only. 7 @venoir
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Educa.on Informa.on Abs.nence
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• Free Range Eggs • Laundry Compac5on • Bu8er Alterna5ve • Fish Fingers • Low Alcohol Beer • CFL & LED Light bulbs • Milk Alterna5ves
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• Coffee Eco-‐Refills • Meat Alterna5ves • Shark Fin Soup in China • Organ meat in WWII U.S. • Trans fats in the US
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Change
Barrier
Ac.ons
Move consumers from drinking high to low alcohol beverages
• Limited interest in low alcohol benefit • Taste of low alcohol beer poor • Located in low traffic “low-‐alcohol” sec5on • Limited secondary display due to lack of promo’s
• Masked taste with inclusions (lime etc.) • Posi5oned around benefit of refreshment – no men5on of ABV • Government reduced duty on low alcohol beer. • Invested in promo5ons and display. • Worked with retailer to move to the main shelf
Fish Fingers Low alcohol beer in the UK
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Confiden5al Informa5on – Mars, Inc. For Internal Distribu5on Only. 13 @venoir
Change
Barrier
Ac.ons
Move consumers from drinking high to low alcohol beverages
• Limited interest in low alcohol benefit • Taste of low alcohol beer poor • Located in low traffic “low-‐alcohol” sec5on • Limited secondary display due to lack of promo’s
• Masked taste with inclusions (lime etc.) • Posi5oned around benefit of refreshment – no men5on of ABV • Government reduced duty on low alcohol beer. • Invested in promo5ons and display. • Worked with retailer to move to the main shelf
Fish Fingers Low alcohol beer in the UK
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Be more memorable
Change
Barrier
Ac.ons
Move from eggs laid by caged hens to eggs laid by free range hens • No no5ceable consumer benefit • 50% price premium for free range eggs (£1.49 vs. 99p).
• Built on perceived quality benefit of free range hens to create a perceived quality and taste benefits for free range eggs.
• Recently launched brands into the category with marke5ng support to drive salience further of perceived benefit.
• Enhanced margin to retailers on free range eggs which has led to over facing for free range eggs.
• Number of retailers (UK) edi5ng out caged eggs from store. • Campaigns that re-‐enforce nega5ve points of caged hens.
Free Range Eggs Free Range Eggs UK
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Confiden5al Informa5on – Mars, Inc. For Internal Distribu5on Only. 17
Change
Barrier
Ac.ons
Move from eggs laid by caged hens to eggs laid by free range hens • No no5ceable consumer benefit • 50% price premium for free range eggs (£1.49 vs. 99p).
• Built on perceived quality benefit of free range hens to create a perceived quality and taste benefits for free range eggs.
• Recently launched brands into the category with marke5ng support to drive salience further of perceived benefit.
• Enhanced margin to retailers on free range eggs which has led to over facing for free range eggs.
• Number of retailers (UK) edi5ng out caged eggs from store. • Campaigns that re-‐enforce nega5ve points of caged hens.
Free Range Eggs Free Range Eggs UK
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Be more memorable
Change Makers Check List
Understood
Barriers
Mul.-‐stakeho
lder
Data and Ins
ight
Share and Re
-‐apply
Innova.ng ne
w ideas
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TwiIer: @venoir [email protected]
