30/07/2018 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 1
30/07/2018 Deliver long-term value to growers & shareholders, by helping more consumers lead healthy & delicious lives. ZESPRI’S PURPOSE Global Brand: 56 countries 2
30/07/2018 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 3
30/07/2018 CONSUMERS ARE MORE LIKELY TO SELECT MEANINGFUL & DIFFERENT BRANDS Different Meaningful Salient Consumers feel an affinity They are seen as different or They are top of for them unique in the category mind to consumers Consumers feel they will They are dynamic and set performwell and meet their category trends needs Source: Kantar MB/BrandZ Our Personality 4
30/07/2018 A GLOBALLY MEANIINGFUL & DIFFERENT BRAND FOR THE LOCAL CONSUMERS - CASE STUDIES CASE STUDY 1. CHINA CREATING BRAND MEANING FOR THE CHINESE CONSUMERS 5
30/07/2018 OUR CHALLENGE IN CHINA High Brand Awareness & High Purchase Intent & Emotional Distance Likeability Recommendation Score “Zespri is a premium kiwifruit brand... Not for me” “Distant, high end” “Like a boss, not a buddy …” TARGET CONSUMER: THE CONTEMPORARY WOMEN PROACTIVE INVOLVED WHOLE FAMILY 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. 6
30/07/2018 THE CONTEMPORARY WOMAN SHE IS A MULTI-ROLE WOMAN. THEY ARE DOING A GOOD JOB. BUT THEY UNDER-ESTIMATE IT AND GIVE THEMSELVES MUCH LESS CREDIT THAN THEY DESERVE. 7
30/07/2018 Viral video-3 minutes 8
30/07/2018 IN 2018, WE GO BEYOND MOTHERS TO INSPIRE ALL CONTEMPORARY WOMEN TO LIVE A BLOOMING LIFE. “I AM SATISFIED WITH MY CURRENT LIFE. BUT SOMETIMES I FEEL LIKE I AM RELIVING THE SAME DAY EVERYDAY.” From To 和闺蜜下午茶、陪宝宝玩、放松休息…... 9
30/07/2018 MY LIFE IS LIKE A GARDEN… AS LONG I AM WILLING TO PUT IN THOUGHT & EFFORT, MY LIFE CAN BLOSSOM. 10
30/07/2018 11
30/07/2018 CASE STUDY 2. JAPAN BUILDING BRAND DIFFERENCE & SALIENCE THROUGH CHALLENGING A LOCAL CONSUMER BARRIER OUR KIWIFRUIT IS A DELICIOUS HEALTHY TREAT. 12
30/07/2018 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！ 13
30/07/2018 27 HOLIS ISTIC TIC ACTIV IVATION TION - KIWI I THE E HER ERO Tie-up with popular local comedian, the Banana-man. 28 14
30/07/2018 HOLISTIC CAMPAIGN ACTIVATION In-store Out-of-Home Digital 30 15
30/07/2018 THANK YOU 16
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