OF DAIRY A EUROPEAN PERSPECTIVE Dr. Mike Johnston Chief Executive - PowerPoint PPT Presentation

LEVERAGING THE ATTRIBUTES OF DAIRY A EUROPEAN PERSPECTIVE Dr. Mike Johnston Chief Executive Dairy Council for Northern Ireland Dr Mike Johnston Chief Executive Dairy Council for Northern Ireland

DRIVERS OF DAIRY MARKETING IN EUROPE 1. Changing roles of brand and generic 2. Use of nutrient density (rich) concept

TIMELINE OF DAIRY MARKETING IN EUROPE Post WW II Generic took the lead 1970s Birth and growth of European Union Decreased Processor Regulation consolidation 1990s Brands took lead Wilderness years for generic

PENDULUM OF DAIRY MARKETING Post WW II Post 1990s Mid 2000s

FACTORS DRIVING FACTORS DRIVING REBALANCING REBALANCING  Dairy category under pressure Difficult for brands to address underlying issues  Back to basic principles Consumers must want to buy dairy Buy my brand because ...........  Difficult for brands to use nutrition

ROLES OF GENERIC AND BRAND Pressure on Regulatory margins environment Brand Marketing Price Margin Awareness Positioning Innovation Customer service Maximise market share and revenue

ROLES OF GENERIC AND BRAND GENERIC GENERIC Issues and Nutrition crisis Brands management Lifelong Positive relationship industry image with dairy GROW REVENUE

RELATIONSHIP WITH DAIRY STARTS EARLY IN LIFE Generic = Combined effort for the common good

BENEFITS OF BRAND ENGAGEMENT DAIRY COMPANY Generic + Brand M Planning A $ DAIRY SUPPLY R CHAIN K E $ T Generic + Brand

DAIRY COUNCIL FOR NORTHERN IRELAND 1956 PARTNERSHIP Farmers + Processors Funding Governance Chair and Vice Chair

EUROPEAN DAIRY MARKETING FORUM CO-OPERATION Change

BIRTH OF EUROPEAN DAIRY MARKETING FORUM EDMF established Joint application for EU funds Genetic + Brand Strategic Direction

GROWTH OF EUROPEAN DAIRY MARKETING FORUM  Registered company in Belgium  Affiliated to European Dairy Association

DAIRY MARKETING IN EUROPE IS CHANGING

EDMF’s NUTRIENT DENSITY CAMPAIGN Nutrient Provides substantial Dense amounts of nutrients Food relative to its calories

WHY FOCUS ON NUTRIENT DENSITY ? Defensive Promote Positives BENEFITS 1. Consumer relationship with dairy 2. Legislative environment 3. Add value to nutrients

RELATIONSHIP WITH DAIRY STARTS EARLY IN LIFE

LEGISLATIVE ENVIRONMENT Controls communication of - Marketing - Health professionals Consumer’s relationship with dairy

ADDING VALUE Availability Price/value Nutrition Image Packaging Brand values Taste Quality Food safety

ADDING VALUE DAIRY  Wide range of nutrients  Easily absorbed  Natural COMPETITIVE ADVANTAGE

EDMF’s CAMPAIGN OBJECTIVES  To create a more positive legislative environment.  To encourage information givers to recommend dairy.  To positively influence consumers’ relationship with dairy.  To provide a dairy friendly environment for brands

NATURE OF NUTRIENT DENSITY COMMUNICATIONS Generic best because  ND is not brand specific  Seen as less “commercial”  On-pack issues for brands

EDMF’s CAMPAIGN OUTLINE “MILK : Nutritious By Nature”  € 25 million over 3 years  Austria, Belgium, Denmark, France, Netherlands, Northern Ireland, Republic of Ireland

“MILK : Nutritious By Nature” Target audience : Females 20 – 49 yrs (with children) STRUCTURE PR : Health Professionals ADVERTISING • Scientific Advisory Board 1. Health Professionals • Dossiers • Newsletters 2. Milk : TV + mags • Seminars • Web site 3. Cheese : TV + mags • Media workshops

Press pack

Health professional press advertising

Consumer press advertising

DAIRY MARKETING IS CHANGING EUROPE GLOBALLY

DAIRY MARKETING IS CHANGING G B E GENERIC R N A E + R N I D BRAND C REVENUE

You ain’t seen nothin’ yet !