SLIDE 1 LEVERAGING THE ATTRIBUTES OF DAIRY A EUROPEAN PERSPECTIVE
Chief Executive Dairy Council for Northern Ireland Dr Mike Johnston Chief Executive Dairy Council for Northern Ireland
SLIDE 2 DRIVERS OF DAIRY MARKETING IN EUROPE
- 1. Changing roles of brand and generic
- 2. Use of nutrient density (rich) concept
SLIDE 3
TIMELINE OF DAIRY MARKETING IN EUROPE
Generic took the lead 1970s Birth and growth of European Union Decreased Regulation Brands took lead Wilderness years for generic Processor consolidation 1990s Post WW II
SLIDE 4
PENDULUM OF DAIRY MARKETING
Post WW II Post 1990s Mid 2000s
SLIDE 5
FACTORS DRIVING 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
FACTORS DRIVING REBALANCING
SLIDE 6
ROLES OF GENERIC AND BRAND
Maximise market share and revenue Price Regulatory environment Pressure on margins Brand Marketing Margin Awareness Positioning Innovation Customer service
SLIDE 7
ROLES OF GENERIC AND BRAND
Positive industry image Nutrition GENERIC
Brands
Issues and crisis management
GROW REVENUE
Lifelong relationship with dairy GENERIC
SLIDE 8
RELATIONSHIP WITH DAIRY STARTS EARLY IN LIFE
Generic = Combined effort for the common good
SLIDE 9 BENEFITS OF BRAND ENGAGEMENT
DAIRY COMPANY
$
DAIRY SUPPLY CHAIN M A R K E T
Generic + Brand Generic + Brand
$
Planning
SLIDE 10
DAIRY COUNCIL FOR NORTHERN IRELAND
1956 PARTNERSHIP Farmers + Processors Funding Governance Chair and Vice Chair
SLIDE 11
EUROPEAN DAIRY MARKETING FORUM
CO-OPERATION
Change
SLIDE 12
BIRTH OF EUROPEAN DAIRY MARKETING FORUM
EDMF established Joint application for EU funds Genetic + Brand Strategic Direction
SLIDE 13
GROWTH OF EUROPEAN DAIRY MARKETING FORUM
Registered company in Belgium Affiliated to European Dairy Association
SLIDE 14
DAIRY MARKETING IN EUROPE IS CHANGING
SLIDE 15
EDMF’s NUTRIENT DENSITY CAMPAIGN Nutrient Dense Food Provides substantial amounts of nutrients relative to its calories
SLIDE 16 WHY FOCUS ON NUTRIENT DENSITY ?
Defensive Promote Positives
BENEFITS
- 1. Consumer relationship with dairy
- 2. Legislative environment
- 3. Add value to nutrients
SLIDE 17
RELATIONSHIP WITH DAIRY STARTS EARLY IN LIFE
SLIDE 18 LEGISLATIVE ENVIRONMENT Consumer’s relationship with dairy Controls communication
- f
- Marketing
- Health professionals
SLIDE 19
ADDING VALUE
Availability Price/value Nutrition Image Packaging Brand values Taste Quality Food safety
SLIDE 20 DAIRY
- Wide range of nutrients
- Easily absorbed
- Natural
COMPETITIVE ADVANTAGE
ADDING VALUE
SLIDE 21
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
SLIDE 22
NATURE OF NUTRIENT DENSITY COMMUNICATIONS
Generic best because
ND is not brand specific Seen as less “commercial” On-pack issues for brands
SLIDE 23
EDMF’s CAMPAIGN OUTLINE
“MILK : Nutritious By Nature”
€ 25 million over 3 years Austria, Belgium, Denmark, France, Netherlands, Northern Ireland, Republic of Ireland
SLIDE 24 “MILK : Nutritious By Nature”
Target audience : Females 20 – 49 yrs (with children) STRUCTURE PR : Health Professionals
Board
- Dossiers
- Newsletters
- Seminars
- Web site
- Media workshops
ADVERTISING
- 1. Health Professionals
- 2. Milk : TV + mags
- 3. Cheese : TV + mags
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Press pack
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Health professional press advertising
SLIDE 29
Consumer press advertising
SLIDE 30
SLIDE 31
DAIRY MARKETING IS CHANGING EUROPE GLOBALLY
SLIDE 32
DAIRY MARKETING IS CHANGING
REVENUE
B R A N D
G E N E R I C
GENERIC + BRAND
SLIDE 33
You ain’t seen nothin’ yet !
