The Business of F&B Innovation - Gary De Ocampo

Presentation title here and can run to two lines 24pt

Why I Eat the Brands I EatGary de OcampoCEO, Philippines

1 February 2017

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight Margin2Its an extraordinary world.

Inspiration for an extraordinary world.

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight Margin

2

3

Power in the marketPower in the mind

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight Margin4==v^^vMindMarket

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginWe eat the brands we eat because they are

Irresistible

We eat the brands we eat because they are

VisibleKnownAccessibleAvailableAffordable

5

Power in the marketPower in the mind

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight Margin6Why I eat the brands I eat


7Why I eat the brands I eatHow I make my food brands irresistible=


7

8

Irresistible brands are the inevitable choice and the impossible competitor.


8

9Irresistible brands meet consumer needs in a compelling way.


9

10Irresistible brands understand that allconsumers dont share the same needs.


10

11

Irresistible brands are rare but do share common qualities that marketers can manage.


11

12

Irresistibility increases brand usage and drives growth.


12

WHAT makes brands irresistible?13

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight Margin14


14

15

System 1: Fast brain IntuitiveEmotiveSystem 2: Slow brainRationalConscious


15

16


16

What makes the brands that we eat irresistible?

17They are able to lodge themselves in the auto-pilot side of our brains so much so that they become the intuitive and automatic choice.They remind* us of what is meaningful** to us.

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight Margin18

So HOW do we make our food brandsI R R E S I S T I B L E ?


19


19

20

Meaningful?Different?Salient?


20

21

Onions have layers. Ogres have layers.

You get it?

We both have layers!


21

22

Food is emotion on a plate.


22

We can communicate functional benefits by appealing to emotions.

23


23

We must manage our communication to elicit the desired emotion from consumers.

24


24

The more we understand emotions, the more focused our communication can become.

25


25

To understand emotions, we need to understand people.

26


26

27

Understanding people and emotions allows us to tell impactful stories about our food brands.


27

28



28

29



29

30



30

31



31

32



32

33


33

34


34

35


35

36

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginStories make memories, and memories drive choice.

37


37

38


38

39Inspiration for an extraordinary world.

Gary de OcampoCEO, [email protected]


39