BUILDING A GLOBALLY MEANINGFUL BRAND FOR THE LOCAL CONSUMERS KOK - - PDF document

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BUILDING A GLOBALLY MEANINGFUL BRAND FOR THE LOCAL CONSUMERS

KOK HWEE NG – HEAD, GLOBAL MARKETING

The Horticulture Conference 2018 Christchurch, 24 July 2018

A LITTLE ABOUT ME ...

FMCG Marketer … from Beauty to Snacking … and now Zespri

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Deliver long-term value to growers & shareholders, by helping more consumers lead healthy & delicious lives.

ZESPRI’S PURPOSE

Global Brand: 56 countries

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CONSUMERS AT THE HEART OF OUR BRAND

STRONG BRANDS CONSISTENTLY GENERATE HIGHER STAKEHOLDER RETURN

• Strong brands consistently outperform the market.
• Brands grow faster if consumers perceive them to be Meaningful and Different

*Analysis of 2,419 brands measured in BrandZ over a 5 year time frame. Source: Kantar MillardBrown

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CONSUMERS ARE MORE LIKELY TO SELECT MEANINGFUL & DIFFERENT BRANDS

Meaningful Different Salient

Consumers feel an affinity for them Consumers feel they will performwell and meet their needs They are seen as different or unique in the category They are dynamic and set category trends They are top of mind to consumers

Source: Kantar MB/BrandZ

Our Personality

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A GLOBALLY MEANIINGFUL & DIFFERENT BRAND FOR THE LOCAL CONSUMERS

• CASE STUDIES

CREATING BRAND MEANING FOR THE CHINESE CONSUMERS

CASE STUDY 1. CHINA

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OUR CHALLENGE IN CHINA

Emotional Distance

“Zespri is a premium kiwifruit brand... Not for me” “Distant, high end” “Like a boss, not a buddy …”

High Brand Awareness & Likeability High Purchase Intent & Recommendation Score PROACTIVE INVOLVED

30+ working mum, not only care about her life and health but also responsible for family’s healthy diet and well-being, fruit purchasing decision maker.

WHOLE FAMILY

TARGET CONSUMER: THE CONTEMPORARY WOMEN

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THEY ARE DOING A GOOD JOB. BUT THEY UNDER-ESTIMATE IT AND GIVE THEMSELVES MUCH LESS CREDIT THAN THEY DESERVE.

THE CONTEMPORARY WOMAN SHE IS A MULTI-ROLE WOMAN.

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Viral video-3 minutes

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IN 2018, WE GO BEYOND MOTHERS TO INSPIRE ALL CONTEMPORARY WOMEN TO LIVE A BLOOMING LIFE.

From

和闺蜜下午茶、陪宝宝玩、放松休息…...

To

“I AM SATISFIED WITH MY CURRENT LIFE. BUT SOMETIMES I FEEL LIKE I AM RELIVING THE SAME DAY EVERYDAY.”

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MY LIFE IS LIKE A GARDEN… AS LONG I AM WILLING TO PUT IN THOUGHT & EFFORT, MY LIFE CAN BLOSSOM.

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BUILDING BRAND DIFFERENCE & SALIENCE THROUGH CHALLENGING A LOCAL CONSUMER BARRIER

CASE STUDY 2. JAPAN

OUR KIWIFRUIT IS A DELICIOUS HEALTHY TREAT.

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BUT SOMETIMES... CONSUMER BARRIER: PERCEIVED SOUR TASTE OF KIWIFRUIT

Sweet Surprise!

Taste our Kanjuku (=Fully Ripe) Kiwifruit! 完熟キウイを食べてみて！

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HOLIS ISTIC TIC ACTIV IVATION TION - KIWI I THE E HER ERO

28 Tie-up with popular local comedian, the Banana-man.

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HOLISTIC CAMPAIGN ACTIVATION

Out-of-Home Digital In-store

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THANK YOU