brent wallace - keeping the consumer excited about our product

Keeping the consumer excited about our product

Prepared by: Brent Wallace

CEO Galileo Kaleidoscope

15 October 2014

Keeping the consumer excited about Macadamias…

THE BEST WAY TO EXCITE CUSTOMERS IS TO GET INTO THEIR MINDS, SPEAK TO WHAT IS RELEVANT TO THEM

2014 AMS 40th Anniversary Industry Conference proudly presented by

THE PRIMARY REASON PEOPLE EAT NUTS IS BECAUSE OF THEIR PERCEIVED HEALTH BENEFITS


“I definitely eat more nuts now, and I don’t eat packets of chips or any type of snack that is high in sugar and fat. I have been more aware of food the

past few years”

“I eat nuts most days they are a quick and healthy alternative to a lot of sweet and fatty snacks”

“Selenium is a mineral that has anti-oxidant properties and we should get… brazil nuts are a great source and something that can help with a

sluggish thyroid– which I have”

“Snacking on nuts is better than eating other snacks because I know it tastes great and has

additional health benefits”

“I decide what to eat, nuts vs. bad stuff”

“They are packed full of good fats, are low-carb”

“They contain protein… essential fatty acids, either omega 3 or 6 or 9, I get confused which”

“They are good at keeping cholesterol down and and contain good fats”

“Nuts do contain good fats, vitamins, minerals”

“I have read studies showing people who eat nuts have lower blood pressure, less risk of heart

disease, and typically lower weight than people who don’t eat nuts… no downside”

“They have fibre for digestive health”

“High omega 3, low omega 6, high protein, no sugar… they are nourishing for your body”

Nuts are one of the only “guilt-free” snacks…….

MACADAMIAS ARE A PRODUCT THAT OFFERS A UNIQUE EATING EXPERIENCE FOR CONSUMERS


The most rich and decadent nut

Macadamias are described sumptuously by those who love AND those who don’t love them– oiliness is the biggest asset or drawback, depending on who you ask

PROS: CONS:

EXPENSIVEFATTENINGLACKS VERSATILITYTOO RICH

TASTYRICHMAKES DESSERTS BETTERNATIVE

TASTE AND TEXTURE DESCRIPTORS:

OilyMelt-in-your-mouth

DelectableCreamyButtery

Delicious

SmoothRich

SatisfyingButteryNaturalFresh

Creamy

NuttyMoorish

SweetSubtle

SoftCrunchyRound

“My favourite nut is definitely the macadamia nut eaten on its own, naturally. It has a flavour & texture unlike any other and it’s really healthy for you!”

The rich and buttery taste of macadamias combine with the smooth, creamy, crumbly texture of macadamias to make a nut unlike any other. – description

“This is a spot on description, and no other nuts have this uniqueness” Loyal, Male

soft crunch

THE PERCEPTION OF MACADAMIAS OCCUPIES A PLACE IN THE UNIVERSE OF NUTS THAT IS ALL ITS OWN


VER

SATILE

LESS

VER

SATI

LE

RARE

UBIQUITOUS

MACADAMIAS ARE CONSIDERED A BIT MORE SPECIAL AND TREAT-LIKE THAN OTHER NUTS, MEANT TO SAVOUR


Nibble… More special… Treat…

“These nuts are very tasty, they are quite creamy, soft and crunchy. They are great to nibble as a snack and very yummy in biscuits they also have a very nice nutty smell”

“I nibble on macadamia nuts with a glass of wine and later in the evening if I feel like something to eat that is healthy and not too heavy. I am not a sweet eater but rather a savoury so prefer the taste of nuts to chocolate”

“creamy - I love to nibble at them, making them smooth and creamy when I eat them”

“In my experience, they've either been nibbles or with chocolate or ice cream...”

“I love them. They make me happy when I get to eat them because I think of them as a treat”

“I thought I would treat myself and have a few on that occasion. They were delicious”

“At nearly $40 a Kilo they are a very expensive treat”

“Fresh macadamia can be quite expensive, especially if they have a coating whether it be chocolate or honey etc. For that reason I consider them more a treat and also that when they are covered the things they are covered with generally aren't very good for you”

“They are a treat compared to the other nuts”

“They are enjoyable, memorable, and a bit fancy”

“I don’t think macadamias are your common old garden variety of nuts. But rather a nut that is a little more unusual and used more sparingly”

“Crunchy, flavourful, and fancy”

“They are scarcer, maybe they are harder to grow than other nuts”

“They are pretty expensive, so not something you’d buy regularly”

THIS IDEA OF SAVOURING FITS IN WITH THE BEST MACADAMIA MOMENTS CONSUMERS COULD CREATE…


“My macadamia involves chocolate, and probably a glass of milk… a movie night at home, on a cold night, on the couch with a hot chocolate or even a glass of milk, on the table in front of me a bowl of macadamias and some chocolate”

“At home on my couch with my partner late in the afternoon as I snack with a few drinks. This is the most relaxing of times for me and when I can really enjoy the snack, not just eat quickly and run so something yummy like macadamias works perfectly at this time”

“Maybe taking a trip of a lifetime on the Ghan, the outback train across central Australia. Sipping a fine Australian sparkling Pinot, nibbling some lovely salted, roasted macadamias, and enjoying the scenery as a kangaroo hops by”

“Having macadamias as part of a snack food platter including crackers, cheeses, and dips, enjoying it with a great red wine in the company of friends”

“Lying on the beach, under the natural shade of some tropical trees. Crystal clear water, minimal waves, while being served fresh fruity cocktails and squeezed juice without a care in the world. Macadamias at-hand”

“The best ever macadamia experience would be on a cold evening in front of an open fire, relaxing. Listening to good music, or even watching a DVD. Next to me would be a bowl of macadamia nuts to accompany a glass of red wine”

“A nice night with friends, chatting, savouring a bowl of macadamias one at a time…

Imagine the best possible moment to have a macadamia…

THE IDEA OF “PREMIUM” BRINGS UP VERY CLEAR IMAGES FOR CONSUMERS, OFTEN VERY HIGH-PRICED


“The word premium means better than average so generally would be more expensive”

“Cost is the first association… It is not standard”

“For some reason, when I am thinking about premium, expensive cars come to mind”

Higher cost is the first association…

Excitement was the biggest emotion… Premium colours were agreed-upon…

Premium brands coalesced-around

WHEN ASKED FOR MORE EVERYDAY OR SMALL LUXURIES, FOOD ITEMS COME UP IN DROVES


• See-through window (food product)

• Modern design quality

• Sleek packaging (rounded, curvy, etc.)

• High-end colours (gold, blue, black, red)

• Material the packet is made of (heavy, natural)

• Organic or farm (food product)

• Quality story or narrative

• High pricepoint

Some elements that signal premium…

When we finally tamped down their initial burst of hyper-luxury products and got them to focus on more everyday things they bought, premium products they regularly bought for themselves– food items dominated the conversation. It seems that in lieu of being able to afford a BMW, consumers can get a taste of the luxurious life in their food choices every day, an opportunity for macadamias.

HEALTH AND PROVENANCE ARE THE BEST SUPPORT FOR PREMIUMNESS


“I definitely eat more nuts now, and I don’t eat packets of chips or any type of snack that is high in sugar and fat. I have been more aware of food the past few years”

“I eat nuts most days they are a quick and healthy alternative to a lot of sweet and fatty snacks”

“Snacking on nuts is better than eating other snacks because it tastes great and has additional health benefits”

“I decide what to eat, nuts vs. bad stuff”

Australia is the birthplace of macadamias and the largest producer of them. Growers are committed to using world-class farming practices and production is clean and green from seedling to serving. Macadamias are a good source of protein and are rich in Omega-7, a great source of good fats– and of course, they’re delicious.

BEST SUPPORT:

Nuts are perceived as an alternative to “bad” snacks

HEALTH PROVENANCE

“Australia kills it when it comes to macadamias. They’re given TLC and you’re supporting local farmers and the economy when you buy them”

“Premium is about what’s in it, how those ingredients were made and sourced, what ethics the company has”

“Feel like the high price is justified by the labour that goes into processing them.”

“Makes me feel like there’s nothing Aussies do better”

Australian macadamias are farmed carefully and cleanly

=+

MACADAMIAS PROVIDE A TASTE OF THE LUXURIOUS LIFE WITH THE SIMPLICITY OF A DAILY PURCHASE


HIGH END LUXURYEVERYDAY LUXURYEVERYDAY

FOUR THEMES FROM CONSUMERS THAT YOU SHOULD KNOW ABOUT MACADAMIAS


Consumers both in the loyal and light user bases are interested in future innovation with macadamias, including being open and interested in trying macadamias in new ways (e.g. cooking, outside sweet into savoury, etc.). There is a perceived gap between the ways macadamias COULD potentially be used and the ways they are used now.

Macadamias easily stretch into the premium space. Consumers perceive them as highly premium already. Consumers will pay a higher pricepoint (up to 10%) if added to foods, and can add further premiumness and quality perceptions to already-premium food products. There is large upside for macadamias in profit margin over other nuts.

Macadamias share some attributes with other nuts, but three themes emerges for macadamias that are unique: nibble or savouring, special not everyday, and treat– they are perceived as a little splurge because of the high pricepoint, so they automatically occupy a different space than other nuts.

The “macadamia moment” is different than other nuts. It is a bit special and a little luxurious for the eater. It’s not a snack for fuel but a snack for enjoyment, and one that is still perceived as healthy at-that. How many snacks cause us to pause and take a moment in our day to treat ourselves that is simultaneously good for us?

A

B

C

D

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