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Sixth sense for dogs

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Sixth Sense holistic petcare service and product design

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Sixth sense for dogs

  1. 1. Creating fans for 21st Century pet care products
  2. 2. Business Insight A need to reinvent the category 1. Dogfood Market Slowly growing at 2% 2. Share of Dry becoming over dominant 2000 4000 6000 8000 1998 2000 2002 2010 Mio€ 6882 Mio€ 5351 Mio€ Dry 82% Wet 54% Dry 46% 0 0.04 0.08 0.12 0.16 Wet Dry €/Kcal 3. Dry Contribution / Kcal half of Wet MFE Contribution Expected to decline From 100 Mio€ to just 60 Mio€ 40 60 80 100 120 1998 2000 2002 2010 Mio€ 62 Mio€ 108 Mio€
  3. 3. Brands and products trammelled… …by convention
  4. 4. People are more sophisticated than the pet brand choices available to them
  5. 5. Market Insight: there is an unmet need for connection (except in publishing)
  6. 6. Where is the pet care brand that is allied with this desire for psychological, emotional and behavioural engagement with animals?
  7. 7. Q. Where do you start to create a new market space?
  8. 8. A. With consumers: •  Gap in the market exists for a health-conscious, design-conscious information-rich brand that is well-engineered that would appeal directly to early adopters and market-influencers
  9. 9. A. With consumers: •  Gap in the market exists for a health-conscious, design-conscious information-rich brand that is well-engineered that would appeal directly to early adopters and market-influencers With that insight we asked the question - what if…
  10. 10. What if a range of pet products were designed around the true nature of pets… ?
  11. 11. What if a dog food were designed around the true nature of dogs… ?
  12. 12. …a range of pet products •  connected to consumers in a new way •  resonated with the values and beliefs of the consumers •  was designed to be: 1). better for pets 2). better for people 3). better for Mars What if…?
  13. 13. Sixth Sense, A new proposition Meet Consumer needs, pioneer & capture new market Health & Convenience Enjoyment& Variety Wet Dry SixthSense 1. Breaking Health vs Taste consumer tension Time to eat DryWet SixthSense 1~2 Minutes 7~10 Minutes 2. Exploring a complete new proposition 3. A new Brand to connect with consumer 4. A brand execution 100% aligned with the essence and the positioning •  New packaging breaking with convention •  New communication strategy •  New route to market
  14. 14. © SMLXL
  15. 15. © SMLXL
  16. 16. © SMLXL
  17. 17. 1. Better for dogs…
  18. 18. Up to now: Food ingredients have been designed to meet the needs of basic dog nutrition and the efficiencies of mass production
  19. 19. The food experience has been sorely neglected At best, they have been given astronaut food; at worst they have been given TV dinners Up to now:
  20. 20. As a consequence, dogs are eating at speeds which is unhealthy for them Under this regime, dog obesity has increased and life expectancy has decreased - significantly Up to now:
  21. 21. Animals are not machines - they need more than fuel
  22. 22. …including their instincts, behaviour and psychology? …a dog food were designed around the true nature of dogs… What if…?
  23. 23. •  Extremely enjoyable, longer-lasting to eat •  Better digestion through longer time to eat •  Greatly decreased risk of obesity •  Increased life expectancy •  Chewing for pleasure and for improved dental care •  Better oral hygiene benefits than dry food Being authentic to the nature of animals Sixth Sense provides holistically healthy and authentic food The benefits:
  24. 24. believes: Better nurture through deep thinking about nature
  25. 25. A commitment to start without any preconceptions, except the belief that good pet products begin with thinking hard and afresh about the true nature of animals believes:
  26. 26. With a determination to nurture them through thinking holistically about their instincts, behaviour, emotions as well as the nutritional needs of their bodies believes:
  27. 27. 2. Better for people…
  28. 28. •  Pets have been central to peoples lives •  Pet brands have been peripheral choices that say little about the owner’s overall lifestyle or about their beliefs •  Dog food has been a compromise between convenience and efficacy •  Dry foods seen OK as for nutritional health and convenience, but not for enjoyment and variety •  Wet foods seen OK for immediate enjoyment and variety, but not for health and convenience •  Dog food manufacturers have responded to growing concerns about quality of life and health with claims about quality of ingredients But… Up to now :
  29. 29. People understand that food has a significant role beyond nutrition And people are looking for brands that reflect their values and beliefs
  30. 30. There is an opportunity for Sixth Sense to fulfil this role: consumers have a new higher order expectation of products products designed to solve a problem and deliver ‘performance’ and fit with other high-performing brands that redefine the category
  31. 31. Brand Model
  32. 32. Proposition Pioneering pet products that have been developed by thinking afresh, in-depth, and holistically about the nature of animals. A promise to deliver better performing, always evolving, pet care products Positioning • Category breaker •  Premium brand •  Thought leader •  Take a position not a positioning Stylish, witty and more insightful than the others (and it therefore implies this about the users of it too) Ideology Products designed by thinking about their end- users. Don’t follow conventions if they’re wrong. Follow your instincts. Listen to your dog! Commercial success results from putting pets first Origins State-of-the-art insight into animal instincts and behaviour. Developed by experts (not mere enthusiasts) who are passionate about animal well-being. A company big enough to invest in in-depth R&D and with the technological resources to use it. Personality Intelligent, witty and engaging, independent, optimistic, straightforward, authentic, passionate mavericks Essence Pioneering products for pets that respect their true nature.
  33. 33. 3. Better for Mars…
  34. 34. 1.  Sixth Sense an aspirational Brand that trades-up consumers 2.  A well balanced portfolio aligned with the trading-up potential for Pedigree, once the market is mature Business Insight An additional string for a clear premium portfolio Appropriate for my dog Appealing to me Dog as friendDog as a dog Pedigree Cesar Royal Canin Frolic Chappi Sixth Sense Dog as child
  35. 35. Sixth Sense, A new proposition Meet Consumer needs, pioneer & capture new market Health & Convenience Enjoyment& Variety Wet Dry SixthSense 1. Breaking Health vs Taste consumer tension Time to eat DryWet SixthSense 1~2 Minutes 7~10 Minutes 2. Exploring a complete new proposition 3. A new Brand to connect with consumer 4. A brand execution 100% aligned with the essence and the positioning •  New packaging breaking with convention •  New communication strategy •  New route to market
  36. 36. Sixth Sense, a new business model Regain Leadership and boost profit UK France GermanyEstimate Europe ‘10 - Dog populations (millions) - Dog between 10 and 25 Kg - Target segment* 8 33% 11% 6.5 39% 17% 4.2 36% 22% Demand / Year 2300T 1600T 1800T NSV / Year 14 Mio€ 18 Mio€27 Mio€ Profit / Year 4.4 Mio€ 2.6 Mio€ 3.2 Mio€ * (health conscious seeking pet wellbeing) 36% 33% 24% 21% 21% 18% 13% 11% 600 17% 250 SixthSense (Y1) SixthSense (Y5) Prime Costs Conversion Costs A&P + F&S G&A NSV 3600 €/t 3600 €/t Contribution / Kcal SixthSense 0.290€ Wet 0.141€ Dry 0.080€ Profit Trade Margin SixthSense 2350€/T Wet 700€/T Dry 500€/T •  RSP = 30%- 50% premium over RC •  TM = 50% Trade Margin •  A&P = 5% of NSV (alternative communication strategy) •  Franchise & Sale Cost = 10% of NSV (own distribution) •  G&A = 11% of NSV (lean management) 59 Mio€ 11 Mio€
  37. 37. Sixth Sense Potential to premiumize Pedigree Step 1 Step 2 Step 3 Early Adopter Majority Late Majority PEDIGREE EXECUTION SIXTH SENSE LAUNCH SIXTH SENSE NPD PEDIGREE NPD SIXTH SENSE NPD 6th Sense NSV 6th Sense Profit Pedigree NSV Pedigree Profit By 2010 By 2015 By 2020 59 Mio€ 11 Mio€ N/A N/A 75 Mio€ 15 Mio€ 52 Mio€ 7 Mio€ 90 Mio€ 21 Mio€ 103 Mio€ 15 Mio€ 193 Mio€ *Pedigree Consumer feeding 2-3 products / week as part of their feeding pattern
  38. 38. Why a New Brand to start and not just…. a Pedigree line extension. The Rationale Pedigree Launch Implications •  Existing Brands lack credibility to challenge consumer perceptions & behaviours •  Reduces the opportunity to a simple line extension from 120Mio€ to 35Mio €? Ambition: Reinventing the Category •  Target: consumers seeking a higher order brand that reflects their values and beliefs. •  This is not the traditional Pedigree target. •  Confuse current Pedigree consumer •  Limit the potential to reach a new target segment Objective: Target consumer segment identified by the market research •  Difficult to establish the product as main meal under Pedigree. •  Given that past innovation within Pedigree has been in S&T, the product format is seen by Pedigree consumers as a treat. •  Limits credibility as a main-meal due to S&T portfolio •  Cannibalise S&T with a product that could be used as a healthy, occupational treat Critical Success Factor: Build main-meal product •  Deliver full consumer expectation for the product •  Use the marketing mix to support product positioning (premium, new,…) •  Lack of freedom to execute vs target groups & category needs •  Risk losing credibility of current Pedigree offerings. Execution: Total Mix alignment (product, brand, distribution, comm.) •  Sixth Sense is not a food brand, it is a range of products and services springing from specific beliefs. •  It has permission to create behaviourally-driven food and non-food products for any pet •  Pedigree only has permission for line extension with this particular product. Scope and Permission: Any pet, any type of product
  39. 39. And what about MealBone ? MEALBONE SIXTH SENSE Care for your dog beyond complete nutrition with also Dental care and Chewing satisfaction. Pioneering pet products that have been developed by thinking afresh, in-depth, and holistically about the nature of animals. Proposition Competes against Super-premium Redefine the Pet care Category Category breaker - Premium brand - Thought leader Positioning US: Health oriented market dominated by Dry Europe: Balanced Market split between Dry (Health) vs Wet (Enjoyment) Context Dry product strong on Health and claiming some oral care benefit Holistic feeding behaviour of the dog for longer & happier life through slow eating. First of a series of radically innovative pet care products. Product expectation Snack New way to feed your dog that will replace current main meal.European Consumer Perception
  40. 40. Product Usage Eating Experience <2 minutes 2-5 minutes 5-10 minutes >10 minutes Average - 10.7 mins Average - 4.0 mins MealBone is •  NOT considered as a Meal •  NOT a slow eating experience Medium (26-55 lbs.) Static Sample of Total Respondents (161) % Treat (Net) 45 As an everyday snack or treat 31 Only on special occasions as a snack or treat 14 Meal Accompaniment (Net) 30 As a meal instead of other dry dog food brands 25 As a meal instead of canned/ wet dog food 4 Meal Replacement (Net) 25 As a meal in addition to other dry dog food brands 22 As a meal in addition to canned/ wet dog food 3 Sixth Sense MealBone 6.5 5.3 6.8 0 5 10 All format (n=259 obs) Gel (n=89 obs) Fec (n=85 obs) After Meal Feeding Opinions Different Consumer Perceptions 1% 12% 36% 51% 27% 50% 19% 4%
  41. 41. The route to success is a new category, not a new product ….making news…creating advocates Sixth Sense is not a new Dog Food It’s pioneering products for pets that respect their true nature
  42. 42. Appendix
  43. 43. Marketing & media strategy
  44. 44. Food on the Run Category Local Sandwich Shop ‘Fast Food’ Homemade Sandwich Pret à Manger •  Pret à Manger took the principal of fast food and delivered a healthy eating option that you could trust •  Built around the care and preparation of their products •  Fresh food made fresh everyday •  High commitment to service and to their staff •  And did it with no advertising •  Customer advocacy - a brand driven by belief Case example: Creating a new category within a category
  45. 45. Pet Food category Science/Health Gourmet Mid-price Mass-market Sixth Sense Instinctively better products for dogs A product range that encourages for both owner and pet: • Nutrition • Physical well-being • Mental well-being • Emotional well-being • A longer and more fulfilling life Case example: Creating a new category within a category
  46. 46. Media recommendations & plan
  47. 47. Successful brands get into the mind slowly •  A blurb in a magazine •  A mention in a newspaper •  A comment from a friend •  A display in a retail store After a slow build-up, people become convinced that they have known about the brand forever Belief:
  48. 48. •  Commitment to care for our pets •  Love of good food •  Concern over environment •  Healthy scepticism towards conventional advertising claims Media connections: Create a rapport with customers based on trust and shared values via long term partnerships with keytrusted media
  49. 49. A holistic combination of careful distribution, marketing, new media, packaging to deliver a a sense of clear differentiation from all other petcare brands Communications, like the brand, are designed with its consumers’ tastes and behaviours in mind Communication strategy:
  50. 50. Distribution channels and partnerships will aid consumer perceptions of the brand proposition Recommendation to limit initial distribution to: Quality (pet) food stores and vets (where premium dry food is already sold), health food retailers, independent food stores / delicatessens, specialist B+B’s and Waitrose for first 12 months
  51. 51. Audience Analysis
  52. 52. 5 million households in UK have a dog* Core Audience 1.1m Primary shoppers in household 24% (UK Households) 21% (UK Households) * Pet Food Manufacturers Association ** TGI 2004 Health or food Conscious households** Own a dog
  53. 53. *TGI 1.1m households Social grade ABC1 78% (index 111) Social grade AB 28% (index 121) Married 53% (index 100) No children in household 75% (index 120) Separated / Divorced / Widowed 34% (index 142) Age 45+ 70% (index 142) Live in London 12% (index 60) Live in South 11% (index 121) Live in Wales / West 12% (index 144) Live in N.West 14% (index 113) Live in South West 6% (index 185) Live in Midlands 18% (index 117) Core audience: Up-market professional couples in their 50’s living outside of London (probably Midlands or South West) Demographics
  54. 54. The Simpsons (typical household profile) Jonathan & Sarah Simpson and Max (2 year old Dalmatian cross) They’re in their late 40’s & married for 22 years Jonathan runs small architectural practice Sarah works part-time in local school Have a 19 year old son at university Live outside Bath Prefer to shop at Waitrose and independent retailers Read Guardian & Observer Read books Opposed Iraq War, voted Lib Dem May 5th Are careful about what they eat and often buy organic food Concerned about the environment and keen ‘recyclers’ Health conscious but do not participate in sport Enjoy walking, particularly when accompanied by Max
  55. 55. *TGI •  76% buy free range products when available (index 202) •  69% believe their diet to be very healthy (index 176) •  66% agree with statement “all fast food is junk” (index 166) •  43% state that all advertising annoys them (index 131) •  60% feel bombarded by advertising (index 125) •  90% appreciate good food (index 112) •  10% consider themselves TV addicts (index 80) •  11% Like watching TV ads as much as the programmes Key attitude statements
  56. 56. *TGI, NRS Media consumption overview Relatively light media consumers •  Older age group, AB profile (lower TV viewing) •  Watch ave TV : documentaries, news, drama & BBC •  Avid daytime radio listeners (not commercial stations) •  Light newspaper reading (mainly at weekends/ broadsheets & mids) •  Read women’s magazines (older women’s) •  Read newspaper supplements •  Rarely go to the cinema •  Keen internet users (specifically email, info gathering, & shopping) Key media channels: newspaper supp’s, women’s magazines & internet
  57. 57. – brands that redefined their categories Brand Inspirations
  58. 58. Dyson •  Rethinking household appliances •  Born out of frustration with conventional vacuum cleaners •  And from a willingness to rethink the design to suit function rather than market conventions •  Dysons eliminate tedium of working with Hoover bags, and delivers a number of further benefits and opportunities: •  ‘No loss of suction’ •  Allergen filtering •  Dyson hasn’t rested on its laurels •  The new ‘ball’ design improves manoeuvrability and, according to their research, makes men more willing to do the housework
  59. 59. Jamie Oliver •  A passionate rebel •  Recognised expertise as a chef •  Maverick •  Trusted integrity: good cause, campaigning attitude, personal belief, know how •  Unexpected integrated benefits (against culture of gruel/fuel for kids): It turns out that improving the food for children is not just a nutritional issue, it’s a health, education and behavioural issue.

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