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Challenges in maintaining the momentum of a successful launch
Steve Challouma Category Director
19th October 2011
18 April 2023 2
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
• For ¾ of us our first taste of Fish is a Fish Finger
• 3.1bn Fish occasion’s a year – half are frozen
• 20 Birds Eye Fish Fingers are eaten every second in the UK
18 April 2023 3
Opportunity: Whilst the biggest brand, the business was dominated by ‘Prepared’ Fish
Famous Kids & Family businesses
£144m
But no foothold in Natural Fish sector
Coated Fish FingersSeafood NakedOthers
£85m sector (pre BTP launch)
Source: Nielsen 52w/e Jan 09
BE = #1 Fish Brand in Frozen
Leading Brand in Frozen & Fish
18 April 2023 4Source: Bluecube Research – Mar 2008
…I lack the skills & know-how
Problem: Consumers have deep-rooted barriers to preparing natural fish
…I don’t know how to use it
…I worry about the quality and freshness
…it’s messy and smelly
I love the idea of eating more fish, but….
...I find the thought of preparing it scary
…it’s not that convenient
18 April 2023 5
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
Solution: Perfectly Cooked Fish with No Fuss
18 April 2023 7
Result: A breakthrough success
18m packs sold since launch, worth over £60m
4.5m UK HH’s bought since launch
Premium Pricing 85%+
20% share of the Category
Natural Fish Category grew from £85m in 2009 to£115m in 2011
70%+ Incremental to the category
18 April 2023 8
63 61
40
2825
7 5
1st yr
RS
V £
mMaking it one of the biggest grocery launches
within the last 15 years
18 April 2023 9
However, whilst the franchise has continued to grow….
0
200
400
600
800
1,000
1,200
Un
its (
000's
)
0
2
4
6
8
10
12
14
16
18
Unit Sales Monthly pen%
Cumulative Pen%
TV Support
Source: Nielsen Scantrack + Kantar 4we to 14.05.11, Total Market
18 April 2023 10
…after 18 months the rate of new consumers coming in slowed, leading to a penetration plateau
0
200
400
600
800
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1,200
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E 21.
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Un
its
(000
's)
0
2
4
6
8
10
12
14
16
18
Unit Sales
Monthly pen%
52WK Rolling Penetration
Cumulative Pen%
TVSupport
Source: Nielsen Scantrack + Kantar 4we to 14.05.11, Total Market
18 April 2023 112009 2010 2011
Young’s Fishmongers Choice x2
Sep 2010
Iceland’s Fish in Foil Tray
Jan 2010
Asda Cook in The Bag x5
April 2010
BTP Salmon, Pollock Haddock, Chilli & Basa
March 2009
Young’s Its in the Bag x4 Skus
October 2009
Findus Fresher Taste Launch (2 Poultry/2
Fish)
Oct 2010
With a raft of new competitive launchesThe sincerest form of flattery…
Tesco Simply Bake X 4Apr 2011
JS Bake in the Bag X 3Mar 2011
18 April 2023 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
18 April 2023 13
Execution is everything - not every distribution point is equal
Distribution 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
levelFocus on
range gaps
Retailer C Core skus in high dist
Opps for non-core
2 facings on biggest plan
Central at Eye level
Focus on range gaps
Retailer D Risk to range Risk to range - -Secure &
build range
Retailer ESalmon 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
18 April 2023 14
Adopters: 0.9m Trialists: 2.7m
Only 25% of trialled have built
it into their repertoire – buying seven times since
launch
But need to go beyond the data to understand they why as well as the what…
Getting quick feedback on how the proposition is being adopted
Total UK Population: 25.5m h/h
Aware: 13m Unaware: 12.5m
Trialled: 3.6m Not trialled: 9.4m
Still a huge remaining
penetration opportunity – only
20% of Category Buyers
18 April 2023 15
Understanding the drivers of consumer valuewhat is working and not working
Identify the shopping and consumption
levers for BTP
Identify the shopping and consumption
levers for BTP
Get a full understanding of both the consumer and the
shopper truths
RegularLight
LapsedConsiderers
Who are they? Demographics and segmentsWhat do they eat/buy? Frozen naked fish? Chilled fish?What do they during they free time? MediaWhat do they believe? Attitude to fish and frozen, etcWhat are their needs? How do they shop for BTP? Planned purchase? Deals? Back up or for a meal this week?
Identifying triggers & barriers
Unlocking BTP potential
and unmet needs
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 EtcWhat prevent them from buying it? Visibility? Availability? Price?
When do they use BTP? Meal occasion: who, type of meal, What resonates the most? Benefits, needs, comms messagesWhat can make BTP worth paying more for? Species? recipes?
18 April 2023 16
Key Learnings from Engaging with Consumers
We interviewed 1,522 consumers – regular, light & lapsed buyers
Source: U&A research; 1,522 interviews: May ‘11
Consumers don’t know when to eat
BTP & what to eat it with
=+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
Need to help consumers…provide them with the inspiration & ideas…to get BTP into their ‘cooking repertoire’
18 April 2023 17
Being prepared to alter the course…
INTENDED STRATEGY REALIZED STRATEGY
DELIBERATE STRATEGY
Source: Mintzberg and Waters (1985)
18 April 2023 18
Being prepared to alter the course…
INTENDED STRATEGY REALIZED STRATEGY
DELIBERATE STRATEGY
UNREALIZED STRATEGY EMERGENT STRATEGY
Source: Mintzberg and Waters (1985)
Direct to realize intentions while at the same time respond to an unfolding pattern of action
18 April 2023 19
Bring the occasion to life
To: ‘delicious & exciting fish…the easy way’
PRODUCT COMMSPACKAGING
Bring more variety & excitement to the
range
NPD
NEW
From: ‘Perfectly cooked fish with no fuss’
Evolving the Proposition
18 April 2023 20
NPD Solution: Taste Inspiration Recipes
Olive Oil, Rosemary & Tomato
White Wine, Wholegrain
Mustard & Spring Onion
18 April 2023 21
Ongoing plan: Using NPD and refreshment to drive interest and uplift across the range
18 April 2023 23
Summary: Evolution of the Proposition
Drive Expansion
• Objective: Drive excitement & expand recipe offerings
• Strategy: Occasion led advertising, new & inspiring flavour combinations
• Plan: New ‘taste inspiration’ recipes and occasion-based advertising
• Objective: Easy to understand concept, recipes for everybody
• Strategy: Effective product led advertising, traditional recipes / flavours
• Plan: Functional ad explaining BTP technology on “butter & herb” fish & prawn range
• Objective: Build the franchise, expand the shopper base
• Strategy: New product benefits, recipes based on consumer needs
• Plan: Next generation concepts that drive the platform further
Embed InspirationLaunch Concept
18 April 2023 24
Finally: Capture your learnings and create a robust, live ‘business model’ hypothesis that you can leverage
1. Innovation & Product1. Innovation & Product
6. Presence and Distribution6. Presence and Distribution
7. Pricing7. Pricing
2. Media Strategy & Mix2. Media Strategy & Mix
8. Placement & Merchandising8. Placement & Merchandising
4. Promotions4. Promotions
3. Communication3. Communication
Objective:Objective:Drive PenetrationDrive Penetration
5. Performance Tracking5. Performance Tracking
18 April 2023 26
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