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Challenges in maintaining the momentum of a successful launch

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Presentation on theme: "Challenges in maintaining the momentum of a successful launch"— Presentation transcript:

1 Challenges in maintaining the momentum of a successful launch
Steve Challouma Category Director 19th October 2011

2 One of the healthiest foods known to man
We love our Fish! One of the healthiest foods known to man In home consumption of Fish and Chips now almost twice as big as takeaway 3.1bn Fish occasion’s a year – half are frozen Low calorie High in Omega-3 Packed with vitamins and nutrients For ¾ of us our first taste of Fish is a Fish Finger 20 Birds Eye Fish Fingers are eaten every second in the UK 10 April 2017

3 £144m BE = #1 Fish Brand in Frozen
Opportunity: Whilst the biggest brand, the business was dominated by ‘Prepared’ Fish Leading Brand in Frozen & Fish Famous Kids & Family businesses But no foothold in Natural Fish sector £85m sector (pre BTP launch) BE = #1 Fish Brand in Frozen £144m Source: Nielsen 52w/e Jan 09 10 April 2017

4 Problem: Consumers have deep-rooted barriers to preparing natural fish
I love the idea of eating more fish, but…. …I lack the skills & know-how …it’s messy and smelly …it’s not that convenient …I don’t know how to use it “I always overcook my fish – I’m scared as I don’t want to give anyone food poisoning I don’t know how long to cook it for” “I always have it when I’m in a restaurant – they have more variety and exciting ways to cook it” “It really smells if you put it in the dishwasher afterwards and on your hands” “I thought all plain fish was in the chiller” “I always think frozen tastes worse than chilled” “Yes, but you’ve got to defrost it first right, so it’s just not quick and easy” ...I find the thought of preparing it scary …I worry about the quality and freshness Source: Bluecube Research – Mar 2008 10 April 2017

5 Solution: Perfectly Cooked Fish with No Fuss
The Finest Fish Fillets……. ...topped with herb infused piped butter… …individually sealed in a Bake PerfectR Foil Bag to lock in Flavour Launched in a range of 5 species & flavours Salmon Haddock King Prawns Pollock Basa 10 April 2017

6

7 Result: A breakthrough success
18m packs sold since launch, worth over £60m Premium Pricing 85%+ 4.5m UK HH’s bought since launch 20% share of the Category Natural Fish Category grew from £85m in 2009 to £115m in 2011 70%+ Incremental to the category 10 April 2017

8 Making it one of the biggest grocery launches within the last 15 years
Less than 2% of NPD achieves RSV over £10m in year 1 1st yr RSV £m 10 April 2017

9 However, whilst the franchise has continued to grow….
TV Support 10 April 2017 Source: Nielsen Scantrack + Kantar 4we to , Total Market

10 …after 18 months the rate of new consumers coming in slowed, leading to a penetration plateau
TV Support 10 April 2017 Source: Nielsen Scantrack + Kantar 4we to , Total Market

11 With a raft of new competitive launches The sincerest form of flattery…
Tesco Simply Bake X 4 Apr 2011 Young’s Fishmongers Choice x2 Sep 2010 BTP Salmon, Pollock Haddock, Chilli & Basa March 2009 Asda Cook in The Bag x5 April 2010 Findus Fresher Taste Launch (2 Poultry/2 Fish) Oct 2010 JS Bake in the Bag X 3 Mar 2011 Iceland’s Fish in Foil Tray Jan 2010 Young’s Its in the Bag x4 Skus October 2009 2011 2009 2010 10 April 2017

12 Keeping your nerve in the face of competitor launches…..
Not compromising on your value proposition - protect, sustain and build the integrity of your launch Understand comparative quality differences and protect what’s distinctive – attention to detail is key Customer specific tracking and planning to understand the impact on your sales Behave like a confident brand should and demonstrate thought leadership – ensure you have a pipeline of news lined up which keeps up momentum and interest Continue to back it and prioritise in the business What you can protect: Visual identity The integrity of the proposition The message Your behaviour as a brand – thought leadership Attention to detail The price / value propotion - compromises the long-run price/value proposition. After it’s finished the consumer will not like the ‘apparent’ 30-50% price increase – she is not to know it was a short-term incentive. 10 April 2017

13 Execution is everything - not every distribution point is equal
Range Space Visibility Overall Retailer A Room to increase core Strong range 1 facing Mixed Focus on merch Retailer B Core skus in full dist Opps for non-core 2 facings Central at Eye level Focus on range gaps Retailer C Core skus in high dist 2 facings on biggest plan Retailer D Risk to range - Secure & build range Retailer E Salmon increase needed Plans to list Haddock Secure Haddock listing Keeping very focused on retailer level execution on the range – just because the product is listed it doesn’t mean there isn’t further room to optimise 10 April 2017

14 Getting quick feedback on how the proposition is being adopted
Total UK Population: 25.5m h/h Still a huge remaining penetration opportunity – only 20% of Category Buyers Aware: 13m Unaware: 12.5m Trialled: 3.6m Not trialled: 9.4m Only 25% of trialled have built it into their repertoire – buying seven times since launch Trialists 75% of BTP buyers 35% of spend Bought 1-2 times since launch Regular buyers 25% of BTP buyers 66% of spend Bought avg 7x since launch 25% of BTP’s buyers have accounted for 75% of the sales (That’s 1M HHs delivering more than £20M of sales!) Getting the other 75% to buy just 1x more = £11M Adopters: 0.9m Trialists: 2.7m But need to go beyond the data to understand they why as well as the what… 10 April 2017

15 Understanding the drivers of consumer value what is working and not working
Identify the shopping and consumption levers for BTP Regular Light Lapsed Considerers Who are they? Demographics and segments What do they eat/buy? Frozen naked fish? Chilled fish? What do they during they free time? Media What do they believe? Attitude to fish and frozen, etc What are their needs? How do they shop for BTP? Planned purchase? Deals? Back up or for a meal this week? Identifying triggers & barriers What do they like about BTP and why? What they do not like about BTP and why? How does the product deliver against their expectations? Taste? Filling? Convenience? Etc. What motivates to buy BTP in store? Deals? Awareness of recipes Etc What prevent them from buying it? Visibility? Availability? Price? Get a full understanding of both the consumer and the shopper truths Unlocking BTP potential and unmet needs When do they use BTP? Meal occasion: who, type of meal, What resonates the most? Benefits, needs, comms messages What can make BTP worth paying more for? Species? recipes? 10 April 2017

16 Key Learnings from Engaging with Consumers
We interviewed 1,522 consumers – regular, light & lapsed buyers Consumers feel there is a lack of variety & excitement in the range Consumers don’t see BTP as ‘special’ & worth paying more for – see it as a standby Consumers don’t know when to eat BTP & what to eat it with + = Potatoes on 9/10 BTP plates Chips on 6/10 Peas on 3/10 Canned Veg on 24% Baked Beans on 12% Ketchup on 12% Salad only 5% Rice only 1% Limited repertoire / lack of inspiration Need to help consumers…provide them with the inspiration & ideas…to get BTP into their ‘cooking repertoire’ Source: U&A research; 1,522 interviews: May ‘11 10 April 2017

17 Being prepared to alter the course…
DELIBERATE STRATEGY INTENDED STRATEGY REALIZED STRATEGY Quick feedback to loop into your strategy Being prepared to alter the course – open, flexible and responsive Strategy formation walks on two feet – one deliberate, the other emergent Light deft touch – Source: Mintzberg and Waters (1985) 10 April 2017

18 Being prepared to alter the course…
DELIBERATE STRATEGY INTENDED STRATEGY REALIZED STRATEGY UNREALIZED STRATEGY EMERGENT STRATEGY Quick feedback to loop into your strategy Being prepared to alter the course – open, flexible and responsive Strategy formation walks on two feet – one deliberate, the other emergent Light deft touch – Direct to realize intentions while at the same time respond to an unfolding pattern of action Source: Mintzberg and Waters (1985) 10 April 2017

19 Evolving the Proposition
From: ‘Perfectly cooked fish with no fuss’ Bring the occasion to life Bring more variety & excitement to the range NPD NEW Consumers bought BTP because it was new & exciting…but they don’t know when to serve it & with what We need to help them…provide them with the inspiration & ideas…to get BTP into their mid-wk ‘cooking repertoire’ To: ‘delicious & exciting fish…the easy way’ PRODUCT PACKAGING COMMS 10 April 2017

20 NPD Solution: Taste Inspiration Recipes
High profile, good creative TV advertising to get the Product into the Consumers’ Psyche - if it’s as good as you’ve spent the time and money developing it. White Wine, Wholegrain Mustard & Spring Onion Olive Oil, Rosemary & Tomato 10 April 2017

21 Ongoing plan: Using NPD and refreshment to drive interest and uplift across the range
10 April 2017 21

22 On-going activity to bring to life the occasion & engage consumers

23 Summary: Evolution of the Proposition
5 Summary: Evolution of the Proposition Launch  Concept Embed  Inspiration Drive  Expansion Objective: Easy to understand concept, recipes for everybody Objective: Drive excitement & expand recipe offerings Objective: Build the franchise, expand the shopper base Strategy: Effective product led advertising, traditional recipes / flavours Strategy: Occasion led advertising, new & inspiring flavour combinations Strategy: New product benefits, recipes based on consumer needs Plan: Functional ad explaining BTP technology on “butter & herb” fish & prawn range Plan: New ‘taste inspiration’ recipes and occasion-based advertising Plan: Next generation concepts that drive the platform further 10 April 2017 Source: Birdseye, Roland Berger 23

24 6. Presence and Distribution 8. Placement & Merchandising
Finally: Capture your learnings and create a robust, live ‘business model’ hypothesis that you can leverage Objective: Drive Penetration 1. Innovation & Product 2. Media Strategy & Mix 3. Communication 4. Promotions 5. Performance Tracking 6. Presence and Distribution 7. Pricing 8. Placement & Merchandising 10 April 2017

25 Providing a ‘Blueprint’ for rolling into new territories
10 April 2017

26 Keep razor sharp focus on in-store execution
Summary Expect success to be copied - but don’t let it un-nerve you or compromise your standards Keep razor sharp focus on in-store execution Get quick feedback to understand what’s working and not Be prepared to evolve the proposition to get to next step change of growth Capture and leverage your experience 10 April 2017


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