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NADA

LIGHTHOUSE IDENTITY WORKSHOP APRIL 2012 BAHRAIN

SUMMARY NOTES

CONTENTS

CONTENTS
Introduction........................................................................................................5 Building on these home territories.....................................................................7 Packaging........................................................................................................64 Outlooking summary......................................................................................114 Things to challenge........................................................................................117 Overnight task...............................................................................................123 Outputs..........................................................................................................128 Challenger stances........................................................................................132 X into Y + 3 words..........................................................................................141 Drivers wanted...............................................................................................147 Beliefs............................................................................................................151 Cause............................................................................................................157 First go at the triangle....................................................................................161 Thought summaries from Day 2.....................................................................169

CONTENTS
Filters.............................................................................................................174 Manifestos, Articles, From-To, Pen Portraits..................................................179 Illustrating the triangle....................................................................................192 The triangle....................................................................................................198 Geri Halliwell exercise...................................................................................201 What next?....................................................................................................210

INTRODUCTION

INTRODUCTION
Develop and articulate a clear brand positioning statement Create a roadmap of ideas that will enable us to achieve brand objectives Tangible and intangible outputs, more than just words on a page Stretching commercial targets Double sales by 2016 118m litres shortfall

BUILDING ON THESE HOME TERRITORIES

BUILDING ON HOME TERRITORY


Should overcommitting to our area of strength and our home territory play a bigger part in our strategic thinking?

Two main parts ..


1.Why would a greater focus on the East make good business sense? 2. How might Hufof (and perhaps the Al-Hassa region) play a bigger part in our brand story?

1. 1.Why would a greater focus on the East make good business sense?

TOTAL DAIRY
Volume in 1000 lts TOTAL KSA TOTAL WEST SOUTH WEST TOTAL CENTRAL TOTAL EAST DAMMAM OTHER EAST 2010 867,305.4 292,173.7 143,010.6 262,621.7 169,499.4 93,888.4 75,611.0 2011 877,922.6 299,103.9 138,601.2 264,742.7 175,474.9 100,940.4 74,534.5

Market Contribution
100% 34% 16% 30% 20% 11% 8%

Growth 1% 2% -3% 1% 4% 8% -1%

Eastern region is ranked the 3rd after Center & West and one of the fastest growing among other regions

Source: Nielsen Retail Audi FY 2011

VOLUME SHARE WITHIN FRESH DAIRY - BY REGION

Volume Share

TOTAL KSA (index)

TOTAL WEST

SOUTH WEST

TOTAL CENTRAL

DAMMAM

OTHER EAST

TOTAL EAST

By Brand - Fresh Dairy ALMARAI AL SAFI

100.0 54.7 12.8

100.0 67.9 8.2

100.0 57.5 14.0

100.0 45.9 20.1

100.0 54.2 10.4

100.0 36.9 5.9

100.0 46.4 8.4

NADEC
NADA RAYAN

10.6
5.4 1.8

9.2
1.6 NA

11.6
5.6 NA

11.3
1.8 0.0

12.6
7.5 3.1

8.5
25.6 14.0

10.8
15.6 8.0

NADA key strengths are in East, mainly other east, where we retain considerable market share compared to total market index. However, we are still weak in the capital of east Dammam falling behind Al-Safi and Nadec.

Source: Nielsen Retail Audi FY 2011

WEIGHTED DISTRIBUTION - BY REGION

Weighted Distribution

TOTAL KSA (index)

TOTAL WEST

SOUTH WEST

TOTAL CENTRAL

DAMMAM

OTHER EAST

TOTAL EAST

By Brand - Fresh Dairy ALMARAI AL SAFI

89 89 82

95 95 82

84 84 73

92 89 92

96 96 95

82 78 47

88 88 75

NADEC
NADA RAYAN

67
56 13

68
56 NA

61
48 NA

70
42 0

86
92 65

56
82 56

71
87 61

NADA has stong Distribution in East, even better in Dammam but unfortunately this is not reflected in share suggesting major consumer pull issues. On the other hand, we have a solid product distribution in other east, even higher than Almarai. However, our volume share is lower than Almarai, a strong indication of lower brand equity.
Source: Nielsen Retail Audi FY 2011

DAMMAM VS. OTHER EAST FRESH DAIRY


NADA
100 80 60 40 20 0 Dammam Other East Weighted Dist. Volume Share 7.5 25.6 92 82

Almarai
100 80 60 40 20 0 Dammam Other East Weighted Dist. Volume Share 54.2 36.9 96 78

Low share per point of weighted distribution in other east!


Source: Nielsen Retail Audi FY 2011

TOTAL FRESH JUICE


Volume in 1000 lts
2010 2011

Market Contribution

Growth

TOTAL KSA TOTAL WEST SOUTH WEST TOTAL CENTRAL TOTAL EAST DAMMAM OTHER EAST

239,860.1 104,898.1 14,170.2 73,525.0 47,266.9 22,823.1 24,443.8

260,876.4 112,688.7 15,396.3 82,510.8 50,280.6 25,190.9 25,089.7

100% 43% 6% 32% 19% 10% 10%

9% 7% 9% 12% 6% 10% 3%

The same applies to fresh juices. The market growth of total east is below the market index. However, Dammam which is the capital of east is growing faster.

Source: Nielsen Retail Audi FY 2011

VOLUME SHARE WITHIN FRESH JUICES - BY REGION

Volume Share

TOTAL KSA (index)

TOTAL WEST

SOUTH WEST

TOTAL CENTRAL

DAMMAM

OTHER EAST

TOTAL EAST

By Brand - Fresh Juice

100.0 48.0 17.7

100.0 53.5 17.3

100.0 47.4 18.5

100.0 47.4 20.6

100.0 38.2 16.2

100.0 35.0 11.2

100.0 36.6 13.7

ALMARAI NADEC

NADA
KARIM RAYAN

12.0
6.0 2.3

10.1
6.3 NA

12.2
6.5 NA

6.3
6.8 0.6

22.7
4.8 4.9

28.3
2.7 16.8

25.5
3.7 10.9

East is the core market for NADAs fresh juices - we are a strong number 2 Competitors like Almarai & Nadec have relatively low market share within East compared to fresh dairy.

Source: Nielsen Retail Audi FY 2011

WEIGHTED DISTRIBUTION - BY REGION

Weighted Distribution

TOTAL KSA (index)

TOTAL WEST

SOUTH WEST

TOTAL CENTRAL

DAMMAM

OTHER EAST

TOTAL EAST

By Brand - Fresh Juice

80 80 62

85 85 65

70 67 46

82 82 66

83 83 71

74 70 47

77 76 58

ALMARAI NADEC

KARIM
NADA RAYAN

52
50 12

62
54 NA

39
30 NA

54
39 10

70
81 52

25
74 54

46
77 53

The brand has good distribution in East., with Dammam the strongest In terms of distribution, NADA is the no. 1 in other east but this is not the case for volume share. There are other issues besides distribution consumer pull.

Source: Nielsen Retail Audi FY 2011

DAMMAM VS. OTHER EAST FRESH JUICE


NADA
100 80 60 40 22.7 20 0 Dammam Other East Weighted Dist. Volume Share 28.3 81 74
100 83 80 60 40 20 0 Dammam Other East Weighted Dist. Volume Share 38.2 35 70

Almarai

Low share per point of weighted distribution in other east Source: Nielsen Retail Audi FY 2011

Operational benefits? Better utilization of resources to drive the business ahead and realize growth in our home territory. Distribution/ operation cost is relatively lower for us than competition, because we are positioned at the core heart of the eastern region. It would a lot easier for us to grab share since the region is not a key focus for competition especially in other east.

What would make us standout against competition? Operational excellence: this is a must for any integrated dairy company with its home territory. This is applicable to all operation aspects: Production, Sales, Marketing, PR,.. etc Availability & visibility: you are noticeable on shelf and available almost everywhere you must be better than others. Tackle the brand saliency and engage more with the consumer & the society: Know your consumers better than others, tell them what they want hear and give them what they want ..

Merchandising Issues
Customer Cooler
With Rent Without Rent

Merchandising Issues

With Nada Cooler

Merchandising Issues
Al-Marai Coolers in Class B

In overall .. The brand has the right to claim the leadership position within eastern region, its our home territory but unfortunately been out of focus where our resources been stretched to confront others on different fronts. The population size within the eastern region is growing rapidly, even faster than other regions, which would help sustaining the growth momentum. Hence, it is very important to start thinking about how we would defend our territory and position/ prove our self as the core market leader in the eastern region.

2.How might Al-Hassa play a bigger role in our brand backstory?

Historical POV

Agricultural POV

Cultural POV

Roots to Trading. Diversity of skills and handy crafts Exposure to other cultures.

The land & water. Agriculture base. Quality & Varity of crops.

How is it viewed around the country. Connotations of the region/ the brand from a cultural view.

Historical POV

Positioned at the center of the trading routes which traders followed between the east of Arabian peninsula and India, Persia and the far east.
It was the main sea port that has supported the economy of the 1st Saudi state before the liberation of Hijaz (west part) It was the center for the Eastern Province Governor until 1953, when the governorate was moved to Dammam.

Al-Oqair Port

Qaisaryah Old Market

Historical POV

The view of civilization goes back more than 4000 years at the time the oasis was inhabited.
The richness of natural resources & devotions of people have made us one of the most civilized & highly productive nations since ages. The region been very well know for its handy crafts, i.e. goldsmith, potteries, mantle, knitting, boats .. etc

Historical POV

Overseas commercial trading has enriched the culture of the region due to the exposure to other cultures & norms of other nations. The discovery of oil in early 30s have had a revolutionary advancement to education in order to cope up with the requirement of the industry .

All of that have made Al-Hassa one of the most developed districts from an educational/ knowledge base.

Agriculture POV

Al-Hassa is called Hasa by locals which means the sound of water under the ground.
It is the agricultural center of the region and hosts the largest date palm plantation in the world beside a large Varity of other crops. The uniqueness of both the soil and the water have helped Al-Hassa to prosper becoming an icon within the GCC when it comes to agriculture.

Agriculture POV

The uniqueness of agriculture base have contributed to the richens & diversity of crops. Al- Hassa is very well known for growing the best quality dates in the world and other crops like: rice, large variety of vegetables, watermelon, lime .. etc. It remains to be a key source for agriculture crops consumed within the country & other parts of the GCC.

Agriculture POV

The richness of the land and vegetation have also contributed to the diversity of livestock. Framers raise different types of cattle, i.e. cows, cheeps, goats, camels and chickens for their meat and milk. Local/ Small farms who used to produce and sell cows fresh milk were quite popular back in the time.

Cultural POV

Al-Hassa is viewed by local population as the cradle of civilization and culture that goes back to the ancient history of the region. The people of Al-Hassa are known to be kind, humble, peaceful and highly devoted to what they believe in & do in life.

Al-Hassa is rich of natural resources and tourist attractions making it a unique destination for beauty & richness within the GCC.

Historical POV

Agricultural POV

Cultural POV

Sufficient expertise when it Roots to Trading. comes to commercial Diversity of skills and handy crafts trading & providing quality products/ commodities. Exposure to other cultures.
The Know-How

Best natural & water. & The land recourses good level of expertise Agriculture base. when it comes to running/ Quality & Varity of operating a dairy farm crops.
The resources

Consumersit viewed How is are passionate around the country. toward Al-Hassa & have a certain level of pride toward Connotations of the products from this region. region/ the brand from a cultural view.
The consumer

All of the above fit very well with the history/ roots of the brand. In fact, this is part of the brand DNA which has made NADA Self-Efficient having the essentials of how to run a successful dairy business

FINALLY...
Below are some are the key watch outs or concerns we might have about a greater focus on the Eastern region: Focusing more on east would limit potential growth opportunities that exist in other markets like south, even in key markets like Riyadh. Dairy manufacturing is always associated with heavy consumption of water which means an overuse of natural resources and that could be perceived as a negative sign by the environmentalists. Aggressive fight back from the market leader, i.e. Almarai. They might choose to take this battle further since East region is one of the potential & fast growing markets.

EXAMPLES OF BRAND TALKING ABOUT THE REGION WHERE THEY COME FROM
Molson Canadian Beer

THANK YOU

APPENDIX

DAIRY OUTLOOK OTHER EAST REGION

Nada Dairy (Other East Region)

- Dairy Market growing at steady pace, Noting the higher value growth than volume.
Dairy Evolution | KSA 4500 4000 3500 3000 2500 2000 1500 1000 500 0 60% 3640 3811 50% 40% 30% 867 1.3% Sales Volume Million Ltrs MAT 11 MAT 12 893 3.1% Sales Value Million SAR GROWTH 20% 10% 0%

Volume & Value

Growth Vs LY

Dairy Segments Development | MAT12 100% 31.9 33.5 34 33.8 33.5 33.9 32.1 29.4 27.9 30.6 30.7 32 80% 32.3 33 33.1

60% 40% 20% 0% 42.7 41.3 39.7 39.4 39.3 39.9 39.7 40.9 44.2 46 42.9 42.4 40.8 39.6 39.2

25 26.8 26.8 26.7 26.9 26.7 26.4 27 26.4 26.1 26.6 26.8 27.2 27.4 27.8

Apr-11

MAT 11

MAT 12

Aug-11

Oct-11

Dec-11

Jul-11

Sep-11

Feb-11

Jun-11

Jan-12

May-11

FRESH MILK

LABAN

LONG LIFE MILK NADA Segments Development | MAT12 100% 19.5 16.4 16.5 19.9 21.5 20.1 20.4 21.8 90% 25.6 20.9 27.8 27.9 24.6 22.4 22.5 80% 70% 32.6 31.8 34.5 38.5 39.2 36 35.1 32 31.5 31.3 60% 34 34 32.3 31.8 32.7 50% 40% 30% 48 48.1 46.9 20% 40.4 45.1 39.8 40.3 42.7 45 45.7 46 45.2 44.3 44.1 43.3 10% 0%

Nada Underleverage d in Lanan and LLM

Volume Share

Nov-11

Apr-11

Feb-12

Mar-11

LABAN IS THE MAJOR SEGMENT WITH 39% CONTRIBUTIO N TO DAIRY

Volume Share

Aug-11

MAT LY

MAT TY

Oct-11

Dec-11

Jul-11

Sep-11

Feb-11

Jun-11

Jan-12

May-11

FRESH MILK

LABAN

LONG LIFE MILK

Nov-11

Feb-12

Mar-11

- Dairy Location of Sales

Laban Other East Region

Dairy Vs Nada | Other East | MAT12 80 70 60


Volume & Value

75.1

76.1

60% 50%
Growth Vs LY

50 40 30 20 10 0 1.3% Dairy MAT LY MAT TY Nada Dairy Growth 16.2 18.3 13.2%

40% 30% 20% 10% 0%

- Nada growing faster than category in East Other East. - Lana and Fresh milk driving Nadas growth.

Dairy Segments Contribution | Other East | MAT12

Nada Dairy Segments Contribution |Other East | MAT12

6.1% -2.8%

-3.2%

19.9 35.6

9.2 44.5 44.4 46.5

14.0%

4.2%
LABAN FRESH MILK LONG LIFE MILK

16.2%
LABAN FRESH MILK LONG LIFE MILK

LABAN VS NADA DAIRY


Laban Vs Nada | Other East | MAT12 40 35 34.8 33.8 60% 50% 40% 30% 20% 14.0% 7.1 -2.8% Dairy MAT LY MAT TY Nada Dairy Growth 8.1 10% 0% -10%

Volume in Million Ltrs

30 25 20 15 10 5 0

Growth Vs LY

- Laban Location of Sales

- Nada holds 2nd position and gained 2.6 volume share points Vs LY, Rayan and Safi losing share points
Top Players in East Region |Laban |MAT12
40% 35% 30%
Volume Share

33.7%

25% 20% 15% 10% 5% 0%

21.4% 14.9% 8.3% 6.0% 5.6% 2.7% 2.6% 2.4% 1.6%

ALMARAI

NADA

RAYAN

NADEC

AL SAFI
41.2%

KOOL PLUS

NADA RAHA

ACTIVIA

ALMARAI VETAL
0.5 0.5 -0.9

NAJDYA

Players Volume Growth | MAT12


25.7% -26.8% 47.7% 12.6% -21.3% -4.2% -27.1%
Vol Decline: -2.8

Players Volume Share +/- | MAT12

0.9 0.8 -1.4 -0.1 -5

10.8% 0.8% -10% 0% 10% 20% 30% 40% 50% 60% -6 -5 -4 -3 -2 -1 0 1 1.2 2

2.6 3

-40%

-30%

-20%

STILL SOME GAP FOR DISTRIBUTION FOR NADA AND RAHA.


Brand Position | Other East | Laban | MAT12

100 90 80 70 60 50 40 30 20 10 0 0
ALMARAI

WTD Distribution

50
RAYAN AL SAFI

100
Sales Per Point WTD Distribution

150
NADA ACTIVIA

200

NADA RAHA

Fresh Milk Other East Region

FRESH MILK VS NADA DAIRY


Fresh Milk Vs Nada | Other East | MAT12 30 26 25 60% 50%

27.1

Volume in Million Ltrs

15 10 5 4.2% 0 Dairy MAT LY MAT TY Nada Dairy Growth 7.3 8.5 16.2%

30% 20% 10% 0%

Growth Vs LY

20

40%

- Fresh Milk Location of Sales

- Nada holds 2nd position with + 3.2 volume share points Vs LY, Rayan and Safi losing share points
Top Players in Other East Region |Fresh Milk |MAT12
45% 40% 35%
Volume Share

41.1% 31.4%

30% 25% 20% 15% 10% 5% 0% 11.7% 9.2% 5.4% 1.0%

ALMARAI

NADA

RAYAN
62.7%

NADEC

AL SAFI
0.3

NAJDYA

Players Volume Growth | MAT12


-29.8% 8.1% -20.9% 16.2% 10.7% -40% -20% 0% 20%
Vol Growth: 4.2

Players Volume Share +/- | MAT12


-2.6 0.3 -3.7 3.2 2.4 80% -5 -4 -3 -2 -1 0 1 2 3 4

40%

60%

NADA AT PAR IN TERMS OF AVAILABILITY IN IMPORTANT STORES. INCREASE Position | Other East | Fresh Milk | MAT12 OFF-TAKE Brand
100 90 80
WTD Distribution

70 60 50 40 30 20 10 0 0 20 40 60 80
RAYAN

100
AL SAFI

120
NADEC

140
NADA

160

180

Sales Per Point WTD Distribution

ALMARAI

UHT Milk Other East Region

UHT MILK VS NADA DAIRY


UHT Milk Vs Nada | Other East | MAT12 16 14 15.1 60% 50% 40% 30% 20% 6.1% 10% 1.7 -3.2% Dairy MAT LY MAT TY Nada Dairy Growth 1.7 0% -10%

14.3

Volume in Million Ltrs

12 10 8 6 4 2 0

Growth Vs LY

- UHT Milk Location of Sales

- Nada holds 2nd position with + 3.2 volume share points Vs LY, Rayan and Safi losing share points
Top Players in Other East Region |UHT Milk |MAT12
40% 35% 30%
Volume Share

34.3% 30.3%

25% 20% 15% 10% 5% 0% 11.1% 6.5% 3.0% 1.9% 1.5% 1.0%

SAUDIA
1.0% 1.5% 1.9% 3.0% 6.5% 11.1%

ALMARAI

NADA

AL SAFI SAFIO
-2.3

NADEC

AL SAFI

AL RABIE

RAINBOW

Players Volume Growth | MAT12

Players Volume Share +/- | MAT12


-0.9 -0.5 0.2 -1.1 -1.1 30.3% 34.3% 0.1 1.3 40%-2.5 -2 -1.5 -1 -0.5 0 0.5 1 1.5 35%

Vol Growth: 6.2

0%

5%

10%

15%

20%

25%

30%

NADA TO BE SUPPORTED ON BOTH AXIS


Brand Position | Other East | UHT Milk | MAT12 120 100
WTD Distribution

80 60 40 20 0 0 10
SAUDIA NADA

20
NADEC

30
AL SAFI SAFIO

40
ALMARAI

50
AL RABIE

60
AL SAFI

70

Sales Per Point WTD Distribution

How might a focus on the East enable us to drive the business ahead?
Exercise - Drop one of the least contributing markets, direct resources to east ! Fresh Juice
100% 90% 80% 50,280.6 12,822.1 82,510.8 60% 50% 40% 30% 20% 10% 112,688.7 11,336.6 10.1 Market Sales TOTAL WEST NADA Sales 5,194.2 60% 50% 40% 12.2 30% 20% 10% 0% NADA Volume Share TOTAL CENTRAL NADA Sales NADA Volume Share 11,336.6

100%
90%

+6

25.5

80% 15,838.9 70%

+3,016
31.5

70%

15,396.3

6.3

1,879.7

5,194.2 6.3

10.1

0%

SOUTH WEST

TOTAL EAST

BUILDING ON THESE HOME TERRITORIES


1. Good business sense? 2. Brand building? Hofuf? Eastern region growing quickly Were second in Eastern region. Weak in Dammam. High distribution in Dammam, but not getting share advantage vs. Almarai 92% distribution, but only 7.5% share in Dammam. Almarai just 25.6% with 8.2% share Operational excellence is a must if we are to prove benefits to retailers Noticeable on shelf for the Eastern region We are not able to focus. We just research Jeddah and Riyadh. We take our eye off Dammam and East.

BUILDING ON THESE HOME TERRITORIES


Our coolers, etc, are poor in Eastern region We get chucked in with everyone else Almarai are winning in class Bs where we could do better. Explains their ability to convert lower distribution into share. Eastern region growing faster than other regions. We ARE from Al-Hassa. We are poor in execution 92% distribution is an opportunity There are no loss-making regions Not just about dropping, its about focusing Al-Hassa is a geographical centre of GCC 4,000 year old civilisation Rich natural resources Highly skilled craftsmen

BUILDING ON THESE HOME TERRITORIES


Hasa = the sound of water under the ground Largest date palm plantation in the world GCC icon for agriculture Al Hassa not necessarily known among youth, but famous for quality among older Local view = Al Hassa = cradle of civilisation The know-how + the resources + the consumer All the parts to run a perfect dairy Current consumers are curious

BUILDS
Are Saudis now more national than regional?

We go far to get you the best 2008 historical ad. Not about regions!

PACKAGING

Packaging Trends for NADA Bahrain, Apr. 2012

PACKAGING, an essential contact point


between brands and consumers

250 milliseconds

Time needed for a product to attract a customer and register in his visual memory.

A few seconds to make a buying decision

A limited attention span


Our minds can retain limited information. Simplicity and clear intention are therefore essential.

Design has a real impact on the business:


Companies where design plays a key role, usually outperform those that dont value design.

Source (Financial Times Stock Exchange)

Design can turn a brand into an icon

B-Food Event I CB'a Design Solutions I 07.09.2010

Aesthetics are very important. Start with fusing meaning and pleasure with function. Unfortunately, businesses that operate on functionality see aesthetics as fluff.
Claudia Kotchka, Vice President of Design Innovation and Strategy, Procter & Gamble

WHAT IS A SUCESSFUL PACKAGING DESIGN ?

WHAT ARE THE RETAIL CHALLENGES FACING NADA TODAY ? 1- COMMODITISATION and how to stand out on shelf

SPEAK A NEW LANGAGE THE CUSTOMERS

From talking straight to straight-talking. What are the customizable levers ?


1. The brand identity 2. The segmentation consistency 3. The brand universe 4. The different tone and manner 5. The renewed visibility

Trend : from talking straight to straight-talking - Brand identity

Any name can be considered


Today, brands express their personality thru their names. They differentiate themselves by using a more direct, surprising and innovative pitch. It is an invitation to identify and share the brand mindset.

Brands with strong personalities keep a low profile.

Trend : from talking straight to straight-talking - the segmentation consistency

The segmentation by customer need: the brand becomes the service


Addressing customer need strengthens the brand essentials and gives it a brand service look that justifies the product and the line.

A need = a brand/product answer

Trend : from talking straight to straight-talking the brand universe

Suggest a brand vision far beyond product benefit


Going beyond the product function and its first benefit in order to bring to the customer a vision, a brand promise that is more evocative.

Feminity according to Kotex

Trend : from talking straight to straight-talking - the different speeches

Crunch the customers mind


Profile the customer for which the product was initially created. An owner mindset and a unique brand signature and still being contemporary

Trend : from talking straight to straight-talking - the different speeches

The unexpected
Play on categories contradictions and paradoxes

A brand that plays on the consumption disadvantages of its own product category

From talking straight to straight-talking - the different speeches

Faces that tell a story


Portraying the people behind the brands passion conveys the consumers own passion and creates a strong bond.

Proximity

1. A face in which the customer recognizes himself


The personification of the packaging helps the consumer to better identify with his/her brand.

Each label uses a customer photo

From talking straight to straight-talking - the different speeches

Lifestyles that tell a story


Staging everyday moments brings the brand so much closer to the consumer

From talking straight to straight-talking - the different speeches

Emotions that tell a story


Play on emotions by using human faces, through unique and unusual situations. From emotions to humour .

From talking straight to straight-talking renewed visibility

The limited edition


By proposing limited editions for mass products, brands acquire new visibility and customer attraction. generating continuous novelty around the brand

Brands become icons, collectible items

From talking straight to straight-talking renewed visibility

The limited edition


By proposing limited editions for mass products, brands acquire new visibility and customer attraction. generating continuous novelty around the brand

Brands become icons, collectible items

From talking straight to straight-talking renewed visibility

The limited edition


By proposing limited editions for mass products, brands acquire new visibility and customer attraction. generating continuous novelty around the brand

Brands become icons, collectible items

From talking straight to straight-talking renewed visibility

The promotional edition


By proposing seasonal promotional editions for mass products, brands acquire new visibility and customer attraction. generating continuous novelty around the brand. Promotional packaging designs can also reinforce the brands line extentions

WHAT ARE THE RETAIL CHALLENGES FACING NADA TODAY ? 2 PREMIUMISATION as one way of extending your brand into new territories

Designhas been democratised


It is now everywhere.

92

Codes that are simpler, more accessible but more sophisticated

codes of premiumness

The value is also created around the product.


Adding premium codes to mass market products. Placing them in this new luxurious environment, adds value to the brand.

codes of premiumness

The power of why express too much


The simple product designation becomes the new belief. The brand disappears behind the benefit and appears in a subtle way, thanks to a strong graphic language, full of originality and differentiation. The benefit, even the most obvious one (the nutritional content here), starts to own the brand and justify the product line scope.

NUTRI : a unique graphic signature for a strong brand personality

codes of premiumness

Natural is luxury
The natural benefit of a product can be communicated thru design rather than your usual pictograms.

codes of premiumness

Natural is premium, a taste of luxury


The natural benefit of a product can be communicated thru design rather than your usual pictograms. Every little service provided offers a small daily luxury.

codes of premiumness

The premium codes at the disposal of daily consumption


The most basic products find their perception values increased thru an eye catching new pack design, elegant and lustrous dark colors and a new brandmark

WHAT ARE THE RETAIL CHALLENGES FACING NADA TODAY ? 3 CAPTURING the childrens imagination

CREATIVE EXPLORATION FOR DADDY L.E AIMED AT THE FAMILY

CREATIVE EXPLORATION FOR DADDY L.E AIMED AT THE FAMILY

CREATIVE EXPLORATION FOR DADDY L.E AIMED AT THE FAMILY

FINAL DESIGN

CREATIVE EXPLORATION FOR AQAUFRESH AIMED AT CHILDREN

AQUAFRESH - ITALY
Development of a mouth wash pack design for Aquafresh Italy, aimed at children : 1- New innovation product 2- New Packaging Four concepts with their respective executions

CREATION OF 4 DIFFERENT CONCEPTS

1- Energy

CREATION OF 4 DIFFERENT CONCEPTS

2- Ugly Fun

CREATION OF 4 DIFFERENT CONCEPTS

3- Storytelling

CREATION OF 4 DIFFERENT CONCEPTS

4-Making faces

CREATION OF 4 DIFFERENT CONCEPTS

FINAL DESIGN : UGLY FUN

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Thank you

Packaging Trends for NADA Bahrain, Apr. 2012

PACKAGING
Looked at: Commoditisation Premiumisation Appealing to kids, etc We dont do limited editions in Saudi Arabia an opportunity? Consider using designers Competition amongst designers University competitions Innocent smoothies always inspirational We view packaging as fixed why? Nada has 500m packs in circulation Whats the barrier?

PACKAGING
Consider secondary packaging (jugs, glasses, etc) as opportunity Special edition packs (Ramadan) Outer packs (especially long-life area) Customisation/ personalisation could Nada be a real (fictional) person? Is Nada a person? Or Dew?? M&Ms + Heineken are great personalisation examples how about a Nada baby mug? Evian + designers collectible ideas huge PR opportunity

OUTLOOKING SUMMARY

Driving Belief

CAUSE/ RALLYING CRY

Product Rock

How we will behave

BUILDS ON THE OUTLOOKING SUMMARY


Female Agree that this has potential Needs to agree which feminine relationship to adopt Splash product range Standard products and added value Sobheya Depends on who we target? Is this the right audience? Is taste delivery important? Can we turn our naivity into something positive? Peace/ innocence...

THINGS TO CHALLENGE

POSSIBLE THINGS TO CHALLENGE


Drivers of category Quality Premium Health Shops for or experience Mood (time of day) Not taste or brand etc Culture of the category Shelf space Home delivery (Nada milkman) Contemporary culture Male dominance

CONTEMPORARY CULTURE
Male/ female split: 50:50 Perception male influences 80% Were challenging that Saudi is a male dominant society It would be good for Nada to challenge this because (reverse the curse): It would strengthen our feminine position It would give Nada a voice inside the Saudi society (+ GCC) Communication platform (the invisible rule) Designer for women... Understood by men! Three wise women

WHAT: CULTURE
Culture: difficulty getting shelfspace and paying retail fees Smaller guys bullies How: Nada milkman Trial regionally (East) Door-to-door delivery Fresh to consumer Special vans Any: chain, PR-ability, concern for consumer, building great brand loyalty

TASTE: FLAVOURS
Why? First to introduce fresh flavoured milk Unique flavours How? Keep introducing unique flavours in dairy and juice Consumer engagement in developing flavours Benefits Making us closer to the consumer More choice Starting a conversation Ideas Social media introducing My Mix (seasonal, mothers day, national day, Ramadan) Sampling blind taste

TASTE: FLAVOURS
One thing that Nada could challenge re: An aspect of the way the consumer shops for or experiences our producer The traditional way of consuming dairy and juice products Why is this interesting? Unique vs. our competitive set Adapts to the new consumer lifestyle and how we can add value to it Point of difference non-traditional Suite of products 24/7 Relevance to consumers lives all day long

OVERNIGHT TASK

OVERNIGHT TASK
Complete the phrase, in five words or less: In 5 years time the Nada brand will be known for... And our most famous product(s) will be... (Identify our icon product)

IN 5 YEARS TIME, THE NADA BRAND WILL BE KNOWN FOR...


The admired, highly differentiated/ challenging product concepts, flavours and packaging Thought leader in innovation: Nada, the House of Flavours Discoverer of fresh taste Radical innovation, by setting new flavour trends Juice and flavour innovators + Range (juice & dairy) Drinks that support your through the day Satisfaction that makes you (me) feel good My indispensible juice innovation partner High quality mood enhancement products

IN 5 YEARS TIME, THE NADA BRAND WILL BE KNOWN FOR...


Customer-focused approach = through dialogue Flavour-ite companion (fun to be with) Youth active brand Trendy brand Hassa social response Faster growing brand Female spokesperson Nada is caring, fresh, innovative, creative Sunshine brand

AND OUR MOST FAMOUS PRODUCT(S) WILL BE...


We dont have an iconic product today New product/ flavours concepts New innovative products New flavours experts Midnight cranberry Monsoon twist Saudi Mojito Fresh flavoured beverages Innovative, trendy flavours-mixes Unique in taste, diversity of flavour, dynamic packaging The family two-litres iconic pack Products for a better well-being The mood dairy and juice range Mood juice dairy Detox, energy, de-stress, self-mixes

OUTPUTS

OUTPUTS FROM THIS WORKSHOP

A mechanism that captures the future story we want to tell for Nada

CONSUMER PEN
PORTRAIT

Exercises that codify the attitude and values of our target consumer the Nada superfan An illustration of the future potential of our new brand story

A RETROSPECTIVE
ARTICLE

A way to illustrate the key shifts in our thinking that the strategy implies

OUTPUTS FROM THE INCUBATION


A range of ideas that exemplify the recommended brand story from: Communication/ advertising Packaging Digital/ social media Product development and innovation Sales/ distribution/ retail plans That together form the backbone of a new roadmap and action plan for Nada

FILTERS FOR THE POSITIONING


Relevant (and to whom?) Different On our terms and based on a truth The potential to drive salience Can drive thought leadership reputation for Nada Provides direction for our actions

CHALLENGER STANCES

GROUP 1
What are we challenging? Being told what is good for you Almarai is a big culprit Being dominated Quality cues for category Size: big brands are selfish So Nada... Will be the listening brand Do us a flavour choice Nimble against the dairy giants Trendy packaging and execution Splash overused! Shape of the packs and size of the packs

GROUP 1
Enjoy food, drink healthy Save your calories for the meal Meal/ drink balance Next generation looks after themselves Trust the old generation to make you fat! 16 cubes of sugar in a bottle of Coke Know what youre drinking Were the shakes and movers next generation! We would communicate where the next generation are

GROUP 2
Nada is on a mission to... Bring unexpected colour to everyday life Key shifts Nada would need to go beyond the norm (black the white, the mainstream world) Our products would improve moods and sense of well-being Create experiences beyond product consumption (sociable) Brand as a champion for joie de vivre optimistic Shifts Less stiff, less formal Youthful, best of both worlds

GROUP 2
Symbol of re-evaluation Interactive campaign to invite the nation to describe moods as colours and tastes Launch a range of colourful mood flavours Take the standard flavours and add a twist Free rose promotion The new criteria for choice: Not simply taste, flavour... But a brand associated with mood and occasion Smiles, heart, laughter, surprise

GROUP 3
Were against: lack of difference Why is it stupid? People are different Why does it matter to Nada? Making Nada different As a female brand we understand that each individual has different needs Packaging New and different with consumers Always looking for whats next from Nada (Daddy) Personalised packaging

GROUP 3
Way we communicate Female + caring More democratic: social media- centric YouTube POS Alternative locations Isle violations Merchandising: uniforms/ trucks/ etc Head office Building reflects Nada brand Product Seasonal, limited editions, constantly buzzing portfolio, functionality/ flavours PR event: dare to be different Limited edition 100 Saudi flavours

BUILDS
We innovate against the season (for example) Common themes across all three: Think differently Black + white colour Challenge the norm Customise Understanding the next generations attitude Its not about age Growing younger How can we make our products appeal to this generation? Caring brand + being different

BUILDS
Dont want to push the boundaries too far dont want to get political E.g. Multi-coloured abayas Yet we need a twist We dont want to be more of the same Need to find a way of communicating our differences 3 wise women idea unifies the generations Like Oprah Winfrey How do the younger generation define themselves? We need focus: what mindset are we appealing to?

X INTO Y & 3 WORDS EXERCISE

GROUP 1

Pure at heart Fruit for thought Fountain of joy

Nature Nurture
Thought Fruit Joy Every bottle Flavour Life

GROUP 2

Shot of health/ energy/ joy Flavourful moments Good start

Kick Your day


Energy Morning Love Family

GROUP 3

Cherry on my cake Splash of joy Fresh-ology/ juice-ology Sunshine in every sip

Swing Mood Joie De Vivre

Bend Rules

GROUP 4

Flavour your life Everyones flavour-mate The mood customiser

Splash Glass

Colour Rainbow
Flavour Your Day

BUILDS
Cherry on my cake nice life, but Nada is the final touch Swing into mood positive, adds a swing into my day Love into family Flavourful moments making moments more flavourful, a Nada moment, different uses throughout the day different benefits Fountain of joy? Directional enough Better to bend the rules, than to break Are we encircling flavour? Are we being pushed? No. Its fertile, lots of innovative ideas Mood why has it captured the imagination? No-one else is doing it? Is it true to our past, etc? Functional products are out there, is it an indicator of listening, etc?

DRIVERS WANTED

DRIVERS WANTED

Drivers Passengers Influencers + initiators Followers Listen and act Talking only We/ collective Individuals Live life to the full Cynical + world-weary Fun Boring Dreamers Realists Optimists Pessimists Shakers Stoppers Urban Rural

DRIVERS WANTED

Drivers Passengers Bend Obey Connected Not connected Active Laid back Accept change Resistance Internet Newspapers Moderate/ trendy Old fashioned/ too conservative Progressive/ futuristic Stuck in the past Caring Indifferent

BUILDS
Is Nada we or me? Giving her a moment to herself... Or caring for her family? Alternatively, she could give herself a moment so that she can take care of others The me to cater for the we Its me and the ones you love The me doesnt have to be solitary. We can still talk to others and have a conversation. Listeners good to listen and understand, but we need to be more active, too.

BELIEFS EXERCISE

WE BELIEVE...
...In the power of making a difference ... To take care of others you need to take care of yourself ... Every mother deserves a break ... Its not the big that will eat the small, but the fast will eat the slow ... In the collective power to make a change ... Outside in is better than inside out (/ in) ... In a hectic world, we believe you need a flavourable moment ... That life in black and white is grey ... That shaping the future is better than being a follower ... Every mother deserves a treat ... In the power of more flavours ... Every mother deserves a hug/ me moment

WE BELIEVE...
... Colour without taste is blind ... In the power of innovation ... You can tell a Nada drinker by the way they swing ... In a world of me too we need a me only

I, NADA, BELIEVE...
... True attraction comes from constant change ... Attention to detail is everything ... Keeping things fresh is more important than keeping things constant ... Youll never really know me ... The intangibles make all the difference ... Its the fluff that counts ... Its the last 10% that counts! ... Its not about product. Its about meaningful experiences. ... Taste is not enough. It has to be tasteful, too. ... Men dont notice the little things. ... My time is Nadas time ... Giving the best to my family means not compromising ... I can add flavour for every occasion

I, NADA, BELIEVE...
... Listening is the best way of showing care ... In brands that talk with me, not to me ... Whatever I do, I do with care and attention to detail ... If my family is happy, Im happy ... I can make a difference ... Size does not matter! ... I can be a scientist, adventurer, captain and athlete no boundaries ... To deliver a product that has a homemade touch with elegant packaging, a burst of colour adding positive energy to enhance your world ... Spoil family members ... Physical wellbeing of family ... Caring is an instinct, not a science ... That men are in no position to be experts on milk/ nurturing

I, NADA, BELIEVE...
... That caring for yourself/ your family is too important to leave to men ... You cant send a man to do a womans job ... In a black and white world, it takes a womans touch to add colour ... In care with every sip ... My products care for all ... More aesthetic, healthy, practical uses

CAUSE EXERCISE

CAUSES
Rainbow fairy Give women the freedom to be Give every woman her favourite flavour one at a time! No more black Get into the mix Save family flavours! Release the flavours Without me youre lost Sip life to the last drop Get flavour quenched Equal half Love life I love to care

CAUSES
Its splash time Flavour counts One sip leads to another Stylish and full of colour A new definition of joy Bring the flavours back home Positive surprises in your life Caring and sharing adds life Live life to the full Tender loving carer Flavourable moments Every sip counts Bring magic to your life

CAUSES
Live life in full colour Bring flavour back to your life Bring colour back to your life Get into the mix! Get involved, participative Mixology Contemporary Release the flavour Constant stream Every sip counts Flavour-licious

FIRST GO AT THE TRIANGLES

GROUP 1
Power of change

BRING THE FLAVOUR BACK HOME

Full on flavour

Change advocate

GROUP 1
Its no longer a mans world

TENDER LOVING CARER

Drink that stirs the soul

Confident partner

GROUP 2
No boundaries. Unlimited choices

Imagination is not limited by convention

RELEASE THE FLAVOURS!

House of flavours

Never stop searching

GROUP 2
Everyone should be at their best

LIVE LIFE TO THE FULL

Swing into the mood

Quietly selfconfident

GROUP 2
Flavour for every occasion

EVERY SIP COUNTS

Joy of life

Live life to the full

GROUP 3
In a world of me toos we believe in the power of you only

SHOW ME YOUR TRUE FLAVOURS

Your house of flavours and mixes

Your companion 24/7

GROUP 3
In the power of being refreshingly different

GET INTO THE MIX!

Irresistible flavouritism and mixology

Release the drinks

THOUGHT SUMMARIES FROM DAY 2

FROM TO THOUGHTS
From To One way shouting Two-way dialogue Androgynous (no gender) Woman among men Shy Out there Naiive Knowing From nowhere From Al-Hassa Follower Innovative partner

Stationary Constant momentum The way it always has been The way we think it should be

CONSUMER PEN PORTRAIT


More Jeddah than Quassim Communicators, participants Progressive but proud of roots Caring about each other Less stiff, formal than other generations? Growing younger Energetic personality? Sobheya is wrong Interested in new ideas? Not the same old

THINGS TO AVOID
No NEED for controversy Womens rights campaign

FILTERS

FILTERS FOR THE POSITIONING


Relevant (and to whom?) Different On our terms and based on a truth The potential to drive salience Can drive thought leadership reputation for Nada Provides direction for our actions

FILTERS FOR BELIEF


Our POV in the world A belief that influences how we do things as a business Relevant to our category

FILTERS FOR RALLYING CRY


Likely to have double meaning A philosophy on life Relevant to what we make... ... And how we make it Can also have value to an internal audience Linked to your belief

FILTERS FOR PRODUCT ROCK


Directional for innovation Allude to emotional benefit Not limited to juice, dairy, or perhaps flavour? Interesting and fresh

MANIFESTOS, ARTICLES, FROM-TO, PEN PORTRAITS

MANIFESTOS
Rob No longer a mans world Heres to the neck that turns the head While some see blue, we see colour TLC Ramsey Flavour your day

MANIFESTOS
Jap Female- female; friends Family. Nourish through the day Good morning, keep going, mocktail ranges Paul Small things in life are important Joy to every day Life for living Stirs the soul Sister to sister

BUILDS ON MANIFESTOS
Common themes: female nurturing Higher purpose is more interesting Emotional not functional Balance between traditional and modern Not revolutionary Lets talk. Tell us what you need.

ARTICLES
Ghaida 18/04/2017 letter from Paul to the Board Al Safi takeover Premiumisation Mood range soya, detox Souheil 5 years on... Consistency in communications Improved distribution focus in East; new routes in South Forum online exchanging tips WhatNadaCanDo.com

ARTICLES
Roger Article in Saudi Campaign First Saudi woman as Marketing Director Through the eyes of a woman Consumer engagement Saudi Mojito Design and shape of packs feminine touch Limited edition Online, starting a conversation Nada reveals her plans to consumers first

ARTICLES
Habib Female decision makers Open, understanding, honest Companion Thought leader House of flavours interactivity Pack design changes every quarter Mohammad Technology as a forum for empowerment Also consumer input participating in design, pack, flavours 2012 the need to change

BUILDS ON ARTICLES
Craft... Handmade, personalised with care Online sparking conversations Mood range Ambitious Lady Nada Female sensibility within the company female Marketing Director Friends of Nada online recipe forum Consumer engagement is key e.g. in pack design, flavour, etc Its the future Need to talk about innovation beyond product launches Its the WAY we do it

PEN PORTRAITS
Dani We are here for you For fresh thinkers, movers and shakers, the brave, the colourful Ammar Those who love life Embrace the moment Explorers Antoon If you take care of others, need to look after you, too Growing younger Live life to the full

BUILDS ON PEN PORTRAITS


Taste the senses Using no way as a way Not overdressing for a party natural, genuine Short break in the day for the person who appreciates a moment of calm Blind optimism re: no wrinkles!

FROM - TO
Lina Past future Agile, great brand, nimble, was a brand, now a friend Agheil Doing it the consumers way. Listening Consistent and organised Colourful Eyes of a woman Anwar Confident No longer seeking permission from Almarai Modern Fun Proactive

BUILDS ON FROM- TO
Agile Brand to a friend What is stopping us from being who we want to be? Is it us? No longer seeking permission from the market leaders

ILLUSTRATING THE TRIANGLE

YOUR BRIEF
How we need to behave Choose between Sisters seeking inspiration and Collectors of inspiration or, invent a new option Once you have made your choice add 3 or 4 bullet points that clarify the meaning/ implications of the headline (example ideas can help) Rallying cry Add 3 or 4 bullets to clarify meaning/ implications You should consider how this thought might influence internal actions/ behaviour

YOUR BRIEF
Driving belief Choose between Twists in the road... or In a sea of uncertainty... If it helps you can tweak (!) the headline as you see fit, but please retain the essential meaning Add 3 or 4 explanatory bullet points to clarify meaning/ implication Product rock corner Choose between Drinks that stir the body + soul and a more explicit flavour alternative If you choose the latter, please come up with a new phrase that captures your thinking Please add 3 or 4 explanatory bullet points/ examples, clarifying meaning/ implications.

GROUP 1
In a sea of similarity, its the creative twists that make all the difference

BELIEF: We need to stand out Can be applied to current products and breakthrough innovation Break conventions for our own advantage (on our terms)

CAUSE: Quality imperative Pay attention to what you put in your body Make the most of every experience

Focus on innovation

Enjoyment/ anticipation vital


Precious moments

EVERY SIP COUNTS


BEHAVIOUR: Feminine perspective Explorers Listening + sharing Steal with pride Attention to detail

PRODUCT: Charts a new course for innovation

More emotional
Sensual + tangible Refreshing + nurturing E.g. mood range

Drinks that nourish your soul + body

Sisters seeking inspiration

GROUP 2

CAUSE:

When everything around us is the same, its the relevant differences that add spice to life

BELIEF: We will stand out: packaging, position, flavours We will be different to make a difference

Pay attention to detail


Dont settle for second best Not just functional emotional We care about everything we do A conversation. Each consumer matters.

Relevance in a meaningful way

EVERY SIP COUNTS


BEHAVIOUR: Open to the world Steal with pride Bend the rules Imagineers

PRODUCT: Making you feel good Mood drinks, variety, exciting Vitamins + minerals 6th sense stimulates all senses Nourishes the body

Nada stirs the body + soul

Collectors of inspiration

GROUP 3
Its the surprises in life makes life interesting

PRODUCT: Makes me feel good physically + spiritually Elevating the intrinsic goodness Probiotics no energy drinks We take care of you Juice + dairy product that stirs the body + soul

THE TRIANGLE

This triangle is a way of capturing the sentiment of our brand identity, which will act as a springboard for future growth.

BELIEF: Its the relevant differences that add spice to life CAUSE: Different to make a difference Big or small, as long as they are compelling

Quality imperative
Attention to detail Expect the best Make the most of everything

EVERY SIP COUNTS


PRODUCT: A focus on juice + dairy Stimulates + senses Makes you feel good Ahead of the curve

BEHAVIOUR: See everything through womens eyes

Nada stirs the body + soul

Seekers of inspiration

Steal with pride Bend the rules Seeing opportunity everywhere Imagineering

GERI HALLIWELL EXERCISE

GERI HALLIWELL THE BRIEF


Identify 3 or 4 key steps that would move the current Nada brand to the new vision (A re-launch in four key steps) We are not this... We have now got this... Were really good at... Heres the whole package...

GERI HALLIWELL
Nada is here with one big ear to listen to you, the consumer We will organise a PR event/ campaign across KSA to convey the message that we are a listening and caring brand Were good at caring by providing products that nurture the body and soul Launch a range of mood drinks/ products Heres the whole package: Mood range Morning, noon and evening range of products the all day range Different flavours/ mixes

BUILDS
Once we listen, we must understand and interpret and then act What is the insight? Perhaps research the science of mood and ingredients Must mine existing success in markets like pro-biotics, vegetables mixes, smoothie Need a huge steal with pride resource initiative incubation tasks

DO US A FLAVOUR EXERCISE

DO US A FLAVOUR THE BRIEF


Look at best practice globally Test innovations with individual retailers (live test)

DO US A FLAVOUR
Whats your flavour? Whats your bodys flavour? Whats your souls flavour? Time of I need... Gearing up... Give a morning kick Breakfast replacement drink Vitamins Positive vibe

DO US A FLAVOUR
Midday Refreshment Quick fix Help digestion Nap time Re-fuel Me at best Sports Help me Sleep

DO US A FLAVOUR
Campaign to generate a new flavour

Through website + Facebook: Whats your favourite time of day? Whats your favourite flavour, at which favourite time?

WHAT NEXT?

CHINESE WHISPERS

Taking the positioning out for a road test...

INCUBATION
What executional ideas are inspired by the triangle? What new behaviours, capabilities, approach are suggested by the triangle? Likely incubation teams: LHI & triangle team Comms/ advertising Innovation Packaging Digital and social media

PR & SAMPLING
Get people talking about and tasting Nada Earning media not just paid for Internal and external

DIGITAL
Creative campaign to bring the triangle to life through digital channels Online and social profile Whats the role? Sales? Talk? Likes? Etc... Soft metrics what are they?

PACKAGING LED BY CBA


Packaging ideas that deliver against our triangle How will we use owned media to tell our story? Short vs. long-term Tetra Pak limitations now, vs. future opportunities Format innovations Limited editions Have you seen Nadas new packaging?

COMMUNICATIONS LED BY DRIVE


Develop a cross-platform marketing campaign without purely a reliance on TV or OOH! Think more with less big impact, sharing, earned media instead of paid Measures for success: What are our soft metrics? Facebook likes? YouTube hits? Interactions? Define role of communications in telling the brand story. Create fame? Communicate mission?

LHI TEAM LED BY PAUL


Finesse the triangle language, if needed Create materials that bring the triangle to life Elevator pitch Manifesto Consumer pen portrait Internal blessing plan Calendar of meetings for roll out What? Where? Who? When? How?

MEDIA LED BY SOUHEIL


Getting more bang for our buck How do we evolve our media choices? How do we build... ... A stronger relationship with our consumers? ... A two-way platform? To bring to life our LHI, how do we manage... Own media Bought media Earned media?

RETAIL & SALES LED BY ROB


How do we sell the LHI to retailers? How do we build an equal relationship? How do we leverage cross-category pollination? Isle violations What do we do on merchandising? Should we have a different approach for each category? E.g. Milk vs. juice? What are the key principles in how we invest behind each product/ category/ region/ retailer/ format? What KPIs need to be redefined in collaboration with marketing + research? Visible distribution

INTERNAL CULTURE + HR
How do we change the internal mindset from follower to thought leader? How do we create an innovation culture (own or stolen with pride) How do we go about instilling the brand values? People, office...? What are the key hiring principles now? How do we reward the right behaviours that live up to our values?

FINANCE
Defining what are the right metrics: marketing and finance Managing the relationship between profitability and portfolio role, key principles ROI: are we achieving more with less?

INNOVATION
Definition of innovation: new product, new pack, promotion... Where do we want to develop our portfolio: functional? Mood? Mixes? Juice and milk? What role do the different parts of the portfolio play in building our LHI? Which part of the triangle do they drive? How do we manage the existing pipeline of innovation? What do we keep, or let go?