THE CHINA CASE

Henk Terol

Content Branding process

• Olive Oil Market, international possibilities (focus China)

• Consumers demands

• Competition and shelve opportunities

• Distribution analyses

• Positioning and brand analyses

• SWOT

• Values end users

• Values distribution partners

• Target group analyses

• Favourite colour analyses young female decision maker

• Mood boarding

• Creative brief

• Creative outcome

• Result test in Middle East and China

The start just before Olympic Games Beijing 2008• CHINESE OLIVE OIL MARKET: Let’s numbers talk…

• Since 2001 the average proportion of import olive oil has been keeping the increases over 70% per year (13,000 tons in 2007).

• Last year import of extra virgin olive oil increase 141%

• With the same rate, till to 2011 it will be over 100,000 tons.

•

• CHINESE OLIVE OIL MARKET: Let’s money talk…

• $894 million in 2005

• $1.3 billion in 2010

• (Packaged Facts forecast)

Important insights

Situation mid 2008

• Olive oil market diversification in two segments

– Local develop brands owned by Chinese suppliers (bulk supply)

– European suppliers from Spain, Italy and other Med countries

• Olive oil market is common, without any brands who makes the differences

• Mostly price fight on the shelves

• All chains deliver the same brands

International Olive Oil in Asia and Middle East is not yet arrived as a professional market with a category management strategy who brings three

levels of pricing and brands.

Market needs new initiatives from international brands

whose professionalize olive oil market/category management

International Market potential

Size / volume

focus country, not yet numbered but huge

Growth,

in focus countries yearly increasing use of olive oil, cosmetics based on olive oil, recognizing added values healthy food

Buy Reasons ,

end users recognize added values of Greek food products in general and olive oil in particular,

Greece food have quality image, tourist b.e.

Russia are more and more interested in Greek food products,

Chinese culture back ground fits in their opinion into the living standards of their live style,

India is olive oil cosmetic user, growing economic who is a big advantage,

Arabic countries starts their investigation in parts of the port folio of Cretan Treasure products

Trends and opportunities

Consumer requests

New food conceptsTop issues of the Chinese (young) people?

What Crete can deliver

Competition

By country competitors, a lot of international and local

brands

Distribution shares, not yet available

Functionality, quality versus price, low quality, discount

prices, but developments in better quality are improving

Height barriers, distributors needs long decision making

steps

Low step out barriers, not yet presence

Who’s are the distribution channels build up?

Opportunities

DE CONSULT BRANDGUIDE™HET INSTRUMENT OM DE POSITIONERING

VAST TE LEGGEN

MARKT-DEFINITIE

CATEGORIE-VOORWAARDEN

KERN-DOELGROEP

GEWENSTE RESPONS

VERANDERINGEN

BEWIJSVOERING

KERNPROPOSITIE

WAARDEPROPOSITIE

MERKPERSOONLIJKHEID

INTERNE WAARDEN EXTERNE WAARDEN

PAGE 18 | BRANDASSET™ VALUATOR CASE

POSITIONERINGSGRID: LUXE EN UITGESPROKEN STERKE WAARDES

Milky Way

Balisto

Bon Bon BlocBounty

Chocotoff

Côte d`Or

Delicata

Droste

Kinder

KitKat

Lila Pause

Lindt

Lion

M & M`s

Mars

Milka

Nestlé

Nuts

Smarties

Snickers

TobleroneTwix

Verkade

Authentiek/echt

Beste in zijn soort

Zorgeloos

Klantgericht

Charmant

Gedurfd

Anders

Vooraanstaand

Nuchter

Dynamisch

Energiek

Sympathiek

Leuk

Stijgend in populariteit

Glamour

Waar voor je geld

Gezond

Klantvriendelijk

Hoge prestatie

Prima kwaliteit

Onafhankelijk

Vernieuwend

IntelligentAardig

Toonaangevend

Beleefd

Origineel

Geniet aanzien

Vooruitstrevend

Kan je van op aan

Ingetogen

Ruig

Sensueel

Eenvoudig

Sociaal

Maatschappelijk betrokken

Eerlijk/oprecht

Klasse/allure

Stoer

Traditiegetrouw

Trendy

Vertrouwen waard

Afstandelijk

Uniek

Met zijn tijd mee

Voor de elite

Geld meer dan waard

Rationeel

Fun

Uitgesproken

Luxe

Base: Nederland 2000. Totale bevolking (18+)

What if Cretan Treasure… ?a. Introduce Products with healthy and care proposition for young female

o Would position a line of products as healthy and care for in and outside values for young educated buyers;

o Would introduce a port folio with special selected Cretan products during the day program based on the ; “Mediterranean Diet” life style

o Would introduce;“Morning start with herbs and honey for the energy start”“Afternoon wine and dinner preparation ideas(recepies)

o Would introduce:“The Cretan Beauty Inside Out lifestyle program

o

Cretan Treasure: Series philosophy

– The dominant idea in Cretan Treasure series:

– Philosophy:

• Products produced exclusively in Crete

• Products representative of the Cretan Tradition, culture and nutrition

• Products of certified higher quality

• LEADER of the products of Cretan Treasure in ‘Mediterranean Diet’

Selecting and offering the most important traditional Cretan products in one package

Products

1. Cretan Treasure Platinum

2. Cretan Treasure Classic

3. Cretan Treasure Amphora

4. Cretan Treasure Red Wine

5. Cretan Treasure White Wine

6. Cretan Treasure Honey

7. Cretan Treasure Herbs

8. Cretan Treasure Tsikoudia

9. Cretan Treasure new packaging concept for all products

10. Cretan Treasure present boxes

Cosmetics

Olive Moisturizing Skin Cream

Changes (external)

· Export

New clients activities

· More product categories

· More values for invest in brand

image and visibility

Threaths (external)

· No actions

· Ampathy

· Attitude & Mentality

· Fear for new steps

· Strong competitors

· Spain focus mass market productions

Strengthens (internal)

Motivated CEO and Founder

· Strong back office

· Good marketing & sales

support(2010)

· Good support of the BU leader(2010)

End 2009 all existing client to be inform

them about CT initiative and to introduce

website. January 2010 starts directly with

communication on several levels to

potentials in China, India, USA, Russia,

Arabic countries with packaged possibilities

for wealthy end users

To start directly: To investigate the

opportunities for new employees to support

the preparations of the introduction and to

start the relationship with our current

contacts.

Weakness (Internal)

· Financial situation

· Weak and not active commercial

vision and strategy

· Not enough clients

· Not positioned company and brands

with a strong marketing & sales

oriented back ground

To change and improve skills of staff and

MT July till December start training and

education programs.

Start new Business model and make people

responsible for own businesses to improve

financial situation. Implement key account

system with regularly actions, reports, each

Build Dbase next months and research the

market. Make clear if not, to be out.

SWOT

AIMS

Critical Success

Factors

2010 2011 2012

Well knowing brand low Customers satisfaction End users satisfactions

Brand knowledge end

users

low In retail its better End users start to use

in habits

Image of CT brand low Improve in 10% retail 25 retail/10% end

users

Services CT agents/

retail

Low Start to discover,

different

Choices about our

service map

Website Low viewers Search engine is

working well

Good amount of

visitors regularly

Cretan Treasure: Basics values

• Promises

• Selection of the most excellent products

• Insurance of quality – Investment on quality

• Flexibility in creating new products according to the needs of the market

• Expand of co-operations in a worldwide level

• High quality services

– Quality guarantee

• Selection of our collaborators with strict criteria

• Certification of our co-operators from international organizations

• Experience – Know–how

• Professionalism

• Consequence

• Personal relationship

• Vision

• Final product of certified higher quality

Brand values for end users

Brand value: Care the of the body: Inside

Vain

Heart

Lever

Stomach

Decrease Cancer

Decrease Alzheimer

Decrease Parkinson

Its cleans the vain and air system

Brand value: Care of the skin: Outside

Skin

Aging

Protect for sun and pollution

24 hours

In the daytime

In the night time

Deliver good body feeling

Outside Beauty

Brand values for end users

Brand values for distributors

Retail

• Loyalty opportunities

• dBase marketing

• Tastings and shelve promotions

Importers

• Valued proposition for special distributors:

– Webshops

BestCustomer

Profile

Keep with intent

to profit

Convert

HotProspects

Acquisition

FirstExperience

Management

New Customers

Reinforce Brand Choice

ExistingCustomers

Cross-Sell

Loyalty

BestCustomers

Up-Sell

Suspects

Identify

Prospects

Target

Cretan Treasure Creates Added Customer Value

Return onInvestment

Acquire withintent to keep

The Relationship Management Continuum0

• Like life, customer relationships follow patterns

• Recognize the phases of a customer’s relationship

• Respond with appropriate tactics

• Consumer

introduced to

the brand

• Sustain

awareness and

interest

• Incent trial

• Solidify

relationship

• Grow

relationship

Courtship

• Recognize it’s

happening

Lose

Interest

Daily LifeHoneymoonIntroduction

Part

Company

• Give up when it

makes sense

Try

Again

• Reemphasize

what matters to

them

Acquisition Loyalty Management

Loyalty

FrameworkAssesses behavioral and

attitudinal relationships

to the Brand

SegmentationCategorizes customers

around common

wants/needs

Customer Value

ModelEstimates of the

customer’s

actual/potential

financial contribution Satisfaction

MonitorTracks the customer’s

brand/product

experience

The Relationship Management Toolkit

From current brand to new international brand approach

Favourite Colour search for young female

• Women prefer brands whose ads mirror their own identities

• Real women respond more favourably to a brand if its adverts mirror their own identities, an ongoing survey which canvassed the opinions of 2,000 women in the UK, US, China, India, Canada, Brazil, Kenya and Jordan revealed.

• The study challenges the advertising world's perennial reliance on young, white and extremely thin models.

• However, advertisers cannot simply enlist a few fuller-figured models, says Ben Barry, who is carrying out the research at Cambridge University’’s Judge business school: “In general, people have a more favourable reaction to brands that show models who represent people’’s age, size and background.

• “It’’s not necessarily enough to show one component which is similar - people really wanted to see someone who represents them in all three factors.”

• To reach the conclusion, Barry commissioned advertising agencies to produce a number of realistic print campaigns for products, including consumer and luxury goods, reports the Guardian.co.uk

• Half were made using what the study termed “traditionally attractive models” -aged 16 to 24, white and around US size zero, the equivalent of a UK size four.

• While the remaining pictures included “realistically attractive models” of a range of ages, races and shapes.

MOOD BOARD OUR TARGET GROUP

Favourite brandsWomen's Luxury

Lifestyle Brands

Emilio Pucci

Fendi

David Yurman

Agent Provocateur

Moët & Chandon

Kate Spade

Sonia Rykiel

Versace

Roberto Cavalli

Women's Luxury

Lifestyle Brands

Baccarat

Dior

Bollinger

doo.ri

Diane von

Furstenberg

Emilio Pucci

Milly

Alexander McQueen

Louis Vuitton

Women's Luxury

Lifestyle Shops

Saks.com

eLuxury.com

Neiman Marcus

Yoox

Jake

Barneys

Bluefly

Ron Herman

Blue Nile

Women's Luxury

Lifestyle Shops

wine.com

Kate Boutique

Forzieri

Bergdorf Goodman

Net-a-Porter.com

Revolve

Standard Style

Boutique

The Pink Slip

Michael C. Fina

Cretan Treasure new packaging concept for all products

aantrekkelijk,

inspirerend

intelligent, open,

transparant,

leuk

bevredigend,

creatief, innovatief

duurzaam,

loyaal, lonend

webvertising

tv

direct mail

discussie

e-mail, sms,

virals

game

radiooutdoo

r

print

dialoog

brochures

Q&A

informatiesite

contact

infotainment

infotools

customer

relationship

management

eigen profiel

customizing

cross-selling

upselling

helpdesk

producten

diensten

formules

transacties

acties

incentives

Awareness0% - 76%

41% - 15%

35% - 6%

24% - 3%

Begrip/voorkeu

r

Conversie

Duurzaam-

heid

massa

rtv, print,

outdoor

(e)DM

online marketingPR

site

brochureq&a

infotoolbeurs,

event

proefgebrui

k

promoti

e

incentive

nieuwsbrief

MGM-

actiebeloning

lidmaatschap/

aandeel

doelgroep + mindset +

media/kanaalgebruik

eindwaarde

Cretan Diet and food

THANK YOU

Henk Terol

Henk.terol@admarcom.com

Tel: 0031 75 6123987

M: 0031 654977703

Website:

http://www.admarcom.com