African Food Brand

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

The African Food Brand


Hakuna MatataBrand Management

what is our BUSINESS ?

Oriental food?

Italian food? Mexican food? Dutch food?

African food?

Unique Selling Proposition: Umbrella brand for a complate wide range of authentic

African products that enables you to prepare the most delicios and varied African dishes

1



CONIMEX brand equity

Focus on Indonesian food

„Conimex has a complete wide range of authentic Indonesian products that enables you to prepare the most delicious and varied

Indonesian dishes “

Asian, Indonesia, logo, meal packages, quick meals, convenient, reliable, Nasi Goreng, prawn

crackers & sambal

authentic Asian, original, wok, rice, meat spices, exotic, Asian with a Western twitch

Free associations

2



CONIMEX brand equity | qualitative research findings

Indonesia: sunny, touristic, poor, temples, Dutch colony, tea, rice fields, exotic islands, nice food, traditional culture, basic living, Muslim, tropical climate

Positive: tasty, original , easy to prepare, reliable, every day life, well known for its mixes of spices; good herbal mixes; young generation: Thai & Indian dishes, quality

Negative: pricy, two people portion, not too innovative, ingredient (not meal) supplier; eliminating Tracy

Exciting, competent, sincere

3



CONIMEX brand equity | qualitative

List 1 ½ kg chicken breast 1 carton eggs Wok noodles Conimex sweet & sour wok sauce

List 2 ½ kg chicken breast 1 carton eggs Rice Uncle Bean’s sweet & sour sauce

Uniqueness

Situation: dinner, looking for something easy and quick to cook, for when trying to save time, for cooking for friends or themselves

Eating habits: twice per week Conimex style, Eastern & Italian, Dutch food, eating out

4



CONIMEX brand equity | quantitative | brand awareness

Strongly disagree

Disagree Neither disagree

nor agree

Agree Strongly agree

0

2

4

6

8

10

12

14

16

Able to recognizeAware ofKnow some chars. quicklyAble to recall logoDifficulty imagining brand [reversed]

BertolliConimex

Honig

Knorr

Other

None

Which foreign meal package brands you know?

5



CONIMEX brand equity | quantitative | pricing

5%

95%

Euroshopper: 0,55 €c. Conimex 0,60€c. Which would you buy?

Euroshopper Conimex

Open question: € 0,33 willing to pay extra

Strongly disagree

Disagree Neither disagree nor agree


0

2

4

6

8

10

12Price is high Price is low Expensive

6



CONIMEX brand equity | quantitative | quality & loyalty

Strongly disagree



0

5

10

15

20

High qualityLikely qualityLikely to be functionalReliableGood quality

Strongly disagree



0

5

10

15

Loyal to ConimexFirst choiceWon't trade down

7



what SEGMENT do we target?

Demographic: Income: medium Age: 18 – 65 (~67,8%) Sex: slightly more women

Geographic Across the Netherlands

Behavioral Eager to try new food / Cross culinary borders Active in cooking dinners a few times a week Buying groceries at supermarkets

Psychographics Dinner is social activity, other people involved Healthy living, healthy cooking Positive attitude towards other cultures (travellers-mentality, positive

towards development aid)

mass marketing

8



who is our CONSUMER?

Anna

13 years

Friends, music

School, parents

Junk food, spicy food, new meals,Diet food

Name

Age

Likes

Dislikes

Eats

Stijn

23 years

Friends, parties

Studying, responsibilities

Junk food, fast food, quick meals

Evelien

26 years

Reading, shopping,her boyfriend

Stress, commute

Healthy meals, Quick meals

Luc & Mara

34 & 29 years

Their daughter, Dancing

Stress, budgets

Healthy meals, quick meals,quality ingredients

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Complete, healthy recipes or components Reasonable prices Cover geographic region Adjusted to Dutch consumer preferences User friendly; easy to use, fast to prepare Fighting for the 11% of share of wallet

positioning | points of PARITY


positioning | points of DIFFERENCE

Combination of food and development aid First and only umbrella brand of African food on the Dutch market Brand with best reason to identify itself with football world

championship in South Africa

10


brand BUILDING BLOCKS


Our product is good, so we expect to create loyal

customer with support of mass marketing campaigns. Our product and values are unique and will therefore

attract a customer community with similar values.

Since the food is exotic and extraordinary, it is kind of

exciting. Cooking a dinner and eating it in a social setting creates a feeling of warmth

and togetherness

Moderate priced food components with an

orientation on African food. Style and design fit the

‘African feeling’

Furthermore HM is positioned as social-aware company with

care for people in Africa so buying our products leads to a

higher self esteem of customers.

We offer reasonable quality for a reasonable price like

may other products in supermarket’s shelve. We help

customers to prepare an exotic dinner in a limited

amount of time and effort.

Customers are present in all layers of population. Prepare

dinner themselves, acknowledge importance of healthy, complete dinner.

Dinner is social activity. Buy groceries at supermarket

Category: FMCG, food components. Satisfies the need of having an dinner menu.

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core brand VALUES & brand Mantra

• Exotic• User friendly• Menu solution• Social

awareness• Credibility• Africa• Adventurous

Hakuna Matata


Hakuna Matata

Flavor

African

Food

12



brand ELEMENTS

Brand name: HAKUNA MATATA

Brand logo

Color Scheme

Slogan: Flavors of Africa

Jingle

Packaging: African colors & scenery

Type face & text placement: intricate fonts, a bit old school; lots of informative text

Marketed in an African theme setting.

Serious setting; more ‘Cote d’Or’ than ‘Duyvis Fireman Nootjes’

URL: www.hakunamatata.nl

www.hm.nl / www.afrikaanseten.nl

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MARKETING campaign


Product

Price

Place

Low involvement, taste productHigh perceived qualityBrand intangibles:

Functional benefitsexotic flavorsAfrican tasteseasy to usequick to cookdiverse

Process benefitsconvenient mixesbroad product selectionsimple recipesunlimited combinations

Relationship benefitslifestyle cooking

community

mediumly pricedupper-bound pricing

Quality focused dutch supermarketsAlbert HeijnC1000DekaMarktJumboMetro Cash and CarrySparSuper de BoerSupercoop

14


MARKETING campaign


Promotion

ABOVE THE LINEMass communication: TV, radio, print media advertising, web & Internet banners

OBJECTIVES: Create brand awareness

Generate consumer interestInfluence purchase intentions

Create associations in the mind of the consumerEducate on African cuisine

Inform about African culture

BELOW THE LINEBrand communication – relationship marketingPublic relationsBrand website & online communityCorporate Social Responsibility Local eventsTrade showsMedia cooperationIn-store communication (taste trials)On-street promotion (city centers:taste trials)Customer newsletters / brochures

Flavours of Africa

Hakuna Matata

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SECONDARY entities

Sponsorship opportunitiesEco-tourism to AfricaFair Trade Original

Dutch chef Ramon Beuk (Born2Cook, book prize ‘What comes from fair’)

Possible co-branding with: Cote d’Or (as dessert) African wine / beer

Cultural activitiesGourmet magazines

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PRODUCT development

authentic African ingredients grown in the perfect climate, and topography needed to manufacture the finest blend of peppers, spices, herbs, and vegetables that make up authentic African cuisine

Hakuna Matata uses only all natural ingredients

Concept: Add some ingredients yourself (add meat /

vegetables / eggs) Mix it with HM package And enjoy!!

Various types of African dishes: Bobotie Vegetarian Stew Chicken Curry Potje Dabo Kolo

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brand PORTFOLIO decisions

What the future could hold: Infinite number of new African Dishes can be added to portfolio keep

product up-to date and new

Gourmet line

Complete “EXPERIENCE AFRICA” package

Cooking classes in African cuisine

Cooking trips – ecotourism in Africa

African catering service

Start same concept under other unexplored cuisines like Eastern Europe

18



expanding to England

51,5 million potential new customers Diversified population, especially in bigger cities

Used to other than traditional food So time for introduction of Hakanu Matata

Citations from the book Global marketing and advertising: understanding cultural paradoxes by de Mooij:‘British use a lot of humor in their advertisments’

‘freedom of choice is particularly attractive to the British’ and furtermore British have ‘weak uncertainty avoidance’ ‘direct style ads/ individualistic culture’

Traditional food in England = fat and unhealty, British kitchen is not really highly praised for being delicious

19



what should we CHANGE?

Segmentation English are not known for healthy living. We should not use that as

segmentation criteria anymore since we exclude too much potential customers.

Instead, HM should focus on people with an low uncertainty avoidance which is a characteristic of the English. They are likely to try new products.

Point of parity Since the English are used to another ‘kitchen’, the meals should be

adjusted to the local tastes. Points of difference

The combination with develpoment aid should be emphasized since the English spend more on charity than the Dutch.

20



what should we CHANGE?

Brand Elements / Marketing Activities

The setting can be more ‘humoristic’ since British use relatively much humor in their advertisements as shown by van Mooij.

British show weak uncertainty avoidance which implies that they are likely to try new things e.g. buying Hakuna Matata. The ‘dare to try’ should be element of the brand as well in England.

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Thank you for your attention !

Date post:	01-Nov-2014
Category:	Business
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African Food Brand

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