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AGENDA
• Why primary research was necessary?
• Key findings
• Guidelines
• Direction of our strategy
CATEGORY DRIVERS
Penetration rate already high
Frequency of purchase
Average weight of purchase
Pre-store
context
Store
Select the
product
Category
PATH TO PURCHASE
How to dominate the pre-store context
3 opportunities
Dessert after dinner
On-the-go
Active lifestyle
PATH TO PURCHASE
How to dominate the pre-store context
3 opportunities
Dessert after dinner
On-the-go
Active lifestyle
Only 11% of
Irish people
PATH TO PURCHASE
How to dominate the pre-store context
3 opportunities
Dessert after dinner
On-the-go
Active lifestyle
Only 19% of
Irish people
PATH TO PURCHASE
How to dominate the pre-store context
3 opportunities
Dessert after dinner
On-the-go
Active lifestyle
High protein
content
PATH TO PURCHASE
How to dominate the pre-store context
3 opportunities
What need states
dominate those 3
occasions?
Brand heuristic
PATH TO PURCHASE
How to dominate the in-store context
Increase the category drivers
Optimize the merchandising
Determine cross merchandising from the findings of
the research on the pre-store context
Improve the shopper in-store experience
Improve the first moment of truth
MARKET RESEARCH OBJECTIVES
Usage and attitudes towards yogurt consumption
Key motives and barriers
Level of importance of the 3 dairy a day recommendation
Perception of the brand
How to best communicate our message
The customers’ logic when choosing a yogurt in-store
The merchandising factors that can influence the
purchase
Understand and identify
MARKET RESEARCH
3 focus groups
Merchandising audit
9 Irish stores
4 French stores
In-depth interviews
MARKET RESEARCH
4 in-store observations Comparative research French
vs Irish and quick online survey
KEY FINDINGS
Only 2 brands are top of mind: Actimel and Activia
Only the advertising that are health-benefit focused
are remembered: Actimel, Activia, Danacol
Lack of link to Danone parent brand and the rest of
the products
KEY FINDINGS
Danone’s communications have been too focused on
specific health issues
Neglects general health and younger age groups
KEY FINDINGS
Merchandising in
Ireland
Good numerical distribution
of Danone
Near the other dairy
products in general
Staples like milk can draw
traffic to the aisle
Refrigerated area. Only
Supervalu has glass cover
The aisle is cluttered and
sense of ‘choice overload’
Restrictive in sense of
being primary household
buyer focused
KEY FINDINGS
Merchandising in
France
Aims to :
Save time – segmentation/
planograms
Awaken senses –
atmosphere, visuals,
experience
Accompany the shopper –
informative, professional
KEY FINDINGS
So what does this mean?
Time – further facilitation
of consumer eg snacking
shelves at entrance
Senses –visual aesthetics,
improved experience
Accompaniment – clearer
information eg 3-a-day
guidelines on shelf
Merchandising can be improved to
portray a better image of Danone and to
augment the shopper’s experience and
simplify their purchasing decisions
KEY FINDINGS
Other distribution channels
1. Online shopping
How to generate impulse purchase and improve the online customer
experience?
KEY FINDINGS
Other distribution channels
People are outside the home for a large part of day – not reliant on
primary household shopper
2. Other distribution channels
KEY FINDINGS
Dessert after dinner
On-the-go
Active lifestyle
Potential but…may not be
strong enough to work in
isolation
How to make the consumption of yogurt an habit?
How to follow the French success?
Key findings:
75% of the respondents are already aware of the
importance of consuming 3 dairy a day
Reasons behind yogurt consumption:
Irish French
How to make the consumption of yogurt an habit?
How to follow the French success?
86% of the French stated family habit as their
primary reason
Yogurt anchored in their meal, dessert after lunch
or dinner
How to make the consumption of yogurt a habit?
How to follow the French success?
Danone can still work on making
yogurt a consumption habit for a
different occasion
Opportunities
Appeal to a wider population
Irish people more conscious about
their health
Implies in-home and on-the-go
consumption
Opportunities
Includes functional and emotional need
states
Hunger
Mindless
pastime Healthy eating
plan
Pleasure
Habit
Challenges
Current packaging: no XXL pot for all the
brands and fragile packaging But upcoming packaging, more
resistant
Evening snacks often include tea not
compatible with yogurt
Some Irish consumers just think they don’t
like the taste
Challenges
Difficulty to convey a clear message
containing 2 informations: yogurt as part of the
3-a-day and yogurt as a snack
Refregiration issue out of home
Conclusion
How we conducted the research
Focus groups
In-depth interviews
Merchandising audit
In-store observation
Comparative research
Conclusion
Educate people on the 3-a-day recommendation
Relate the brands to Danone
Rejuvenate the brand
Partner with the retailers to improve the
merchandising
Find other channels of distribution
The 3 opportunities of consumption will not
work in isolation
Guidelines from the findings
Conclusion
Anchor a new opportunity of consumption:
A HEALTHY AND TASTY SNACK
Direction for our strategy
Appendix 1: Path – to - Purchase
• Because each shopper has her own view on category importance, companies must be aware of which purchases are planned at store level and brand level, and which purchases are not planned at all. Most pre-store decisions are brand driven: the shopper has purchased the product in the past and will continue to do so in the future. In-store decisions, however, are often based on perceived value, merchandising, and packaging.
• Aisle and shelf organization also play a big role in purchasing decisions. It makes
sense to organize shelves by brands, but products need to be merchandised in the least confusing way possible. For example: a health-conscious shopper will shop based on ingredients and preparation and will seek brands that meet her needs; the more time it takes a customer to understand product attributes and benefits, and to compare prices, the less likely she is to browse unplanned categories and products; the fewer the products browsed and bought, the more money the store loses, proving the point that time is money.
• By studying shopper insights, retailers and manufacturers can understand and address the difference between product consideration and product closure. Was packaging a consideration? Was their first choice out of stock? Was price a deciding factor?
Source: smartrevenue.com
• 6-8 participants • Gender: Males and females • Age groups: 18 – 45+ • Participants from both rural and urban areas • Participants who ate yogurt every day, those who
ate yogurt occasionaly, those who never ate yogurt
• Participants who ate the Danone brand and those who ate a different brand
• Online shoppers and those who shop in-store
Appendix 2: Focus group
General comments
Good numerical distribution
of Danone
Near the other dairy
products in genera
Stapples like milk can drain
traffic to the ailse
Refrigerated area. Only
Supervalue has glass cover
The aisle generally looks
outdated
Less traffic, fewer sales
Appendix 3: Key findings - merchandising
Merchandising at the service of
cash flow
Challenging product to
merchandize implying greater
conditionning labour
Hard time to keep a proper
facing along the day
Risk of shrinkage
Loss of earnings when out
of stock
Appendix 3: Key findings - merchandising
Merchandising at the service of
cash flow
IN FRANCE
more attractive with
unobstructed view of retail
packaging while giving
shoppers easy access to
product
Mass effect: factor to
generate sales
Appendix 3: Key findings - merchandising
Merchandising at the service of the customers
Merchandising should help customers:
Save time
Awake their senses
Accompany the
shopper
Appendix 3: Key findings - merchandising
Merchandising at the service of the customers
Save time
Yogurt section = ½ aisle only
YET Time spent in front of it
relatively long
Impression of choice overload
Possible reason: wrong product segmentation and confusing
layout
Appendix 3: Key findings - merchandising
Merchandising at the service of the customers
Save time
In France
Clearer separation according to the nature, the target market
and the benefits of the yogurts
Appendix 3: Key findings - merchandising
Merchandising at the service of the customers
Awake their senses
Visual aesthetic: Important to work
on the store experience
Appendix 3: Key findings - merchandising
Merchandising at the service of the customers
Awake their senses
Taste experience: offering tasting
session to open a dialogue
between the brand and the
shopper in-store
Appendix 3: Key findings - merchandising
Merchandising at the service of the customers
Accompany the
shopper
Help them spot
?
Merchandising should improve the
legibility of the gondola
Appendix 3: Key findings - merchandising
Merchandising at the service of the customers
Accompany the
shopper
Display professionalism
Brands are partly dependent on
the image of the retailers selling
their products
Appendix 3: Key findings - merchandising
Merchandising at the service of the customers
Accompany the
shopper
Inform the shopper
Retailers can use informative
labels to inform on the importance
of the 3 a day recommendation
Appendix 3: Key findings - merchandising
Merchandising at the service of Danone
In France
Volume
Price
Find other key of segmentation to generate revenue
Appendix 3: Key findings - merchandising
Merchandising at the service of Danone
Opportunities for Danone to display their product at
strategic points to increase impulse purchase
Appendix 3: Key findings - merchandising
Companies like Danone have to try to recreate their own
environment in those supermarkets by upgrading the
merchandising, using trade marketing and so on.
Work on the shopper perception of the dairy aisle. Moving
away from outdated look to modern, refreshing and exciting.
Engage shoppers and improve their shopping experience
Guide them by showing the benefit and usage of yogurts
Find the right segmentation following the logic of the
shopper
Appendix 3: Guideline - merchandising
Appendix 4: Protein Benefits
1. Decreases Blood Pressure
Whey protein supplementation might have blood pressure benefits, according to lead researcher Joel Pins and colleagues from the University of Minnesota. Hypertensive subjects randomly received 20 g of whey protein supplement or a placebo for six weeks. Blood pressure, blood lipids and safety measures were evaluated. At the end of the study, scientists observed that the whey protein group experienced decreases in blood pressure compared to those who were administered a placebo, according to the Food Navigator website.
2. Reduces Cholesterol Levels
Kristi Reynolds led a team of researchers from Tulane University who examined the studies regarding the relationship between protein consumption and cholesterol levels. After evaluating 41 studies from 1982 to 2004, researchers concluded that protein consumption was associated with lowering low-density lipoprotein or bad cholesterol and boosting high-density lipoprotein or good cholesterol in the body. Their report is published in the September 1, 2006 issue of "The American Journal of Cardiology.“
3. Lowers Glucose Levels
Researchers from the Curtain University of Technology investigated the effects of whey protein supplementation on body composition, lipids and glucose levels. Their study is published in the September 2010 issue of "The British Journal of Nutrition." Overweight and obese participants consumed one of the following: whey protein, casein or glucose. At the end of the 12-week study, researchers discovered that the whey protein group had lowered their glucose and cholesterol levels compared to the placebo group.
Source: http://www.livestrong.com/