Tackling Systemic Problems and Shifting Entire Product Categories through Multi-Layer Business Model Innovation

1. Daniel Vennard | @venoir
Global Sustainability Director
Mars
Tackling
Systemic
Problems
and
Shi6ing
En8re
Product
Categories
through
Mul8-­‐Layer
Business
Model
Innova8on

2. Daniel
Vennard
Senior
Research
Fellow,
World
Resources
Ins5tute
Twi8er:
@venoir

3. Confiden5al
Informa5on
–
Mars,
Inc.
For
Internal
Distribu5on
Only.
2
@venoir

4. Confiden5al
Informa5on
–
Mars,
Inc.
For
Internal
Distribu5on
Only.
3
Confiden5al
Informa5on
–
Mars,
Inc.
For
Internal
Distribu5on
Only.
3
@venoir

5. Confiden5al
Informa5on
–
Mars,
Inc.
For
Internal
Distribu5on
Only.
4
@venoir

6. Confiden5al
Informa5on
–
Mars,
Inc.
For
Internal
Distribu5on
Only.
5
@venoir

7. Confiden5al
Informa5on
–
Mars,
Inc.
For
Internal
Distribu5on
Only.
6
@venoir

8. Confiden5al
Informa5on
–
Mars,
Inc.
For
Internal
Distribu5on
Only.
7
@venoir

9. 8
@venoir

10. 9
Educa.on
Informa.on
Abs.nence
@venoir

11. • Free
Range
Eggs
• Laundry
Compac5on
• Bu8er
Alterna5ve
• Fish
Fingers
• Low
Alcohol
Beer
• CFL
&
LED
Light
bulbs
• Milk
Alterna5ves
10
• Coffee
Eco-­‐Refills
• Meat
Alterna5ves
• Shark
Fin
Soup
in
China
• Organ
meat
in
WWII
U.S.
• Trans
fats
in
the
US
@venoir

12. 11
@venoir

13. Change
Barrier
Ac.ons
Move
consumers
from
drinking
high
to
low
alcohol
beverages
• Limited
interest
in
low
alcohol
benefit
• Taste
of
low
alcohol
beer
poor
• Located
in
low
traffic
“low-­‐alcohol”
sec5on
• Limited
secondary
display
due
to
lack
of
promo’s
• Masked
taste
with
inclusions
(lime
etc.)
• Posi5oned
around
benefit
of
refreshment
–
no
men5on
of
ABV
• Government
reduced
duty
on
low
alcohol
beer.
• Invested
in
promo5ons
and
display.
• Worked
with
retailer
to
move
to
the
main
shelf
Fish
Fingers
Low
alcohol
beer
in
the
UK
@venoir

14. Confiden5al
Informa5on
–
Mars,
Inc.
For
Internal
Distribu5on
Only.
13
@venoir

15. Change
Barrier
Ac.ons
Move
consumers
from
drinking
high
to
low
alcohol
beverages
• Limited
interest
in
low
alcohol
benefit
• Taste
of
low
alcohol
beer
poor
• Located
in
low
traffic
“low-­‐alcohol”
sec5on
• Limited
secondary
display
due
to
lack
of
promo’s
• Masked
taste
with
inclusions
(lime
etc.)
• Posi5oned
around
benefit
of
refreshment
–
no
men5on
of
ABV
• Government
reduced
duty
on
low
alcohol
beer.
• Invested
in
promo5ons
and
display.
• Worked
with
retailer
to
move
to
the
main
shelf
Fish
Fingers
Low
alcohol
beer
in
the
UK
@venoir

16. Be
more
memorable

17. Change
Barrier
Ac.ons
Move
from
eggs
laid
by
caged
hens
to
eggs
laid
by
free
range
hens
• No
no5ceable
consumer
benefit
• 50%
price
premium
for
free
range
eggs
(£1.49
vs.
99p).
• Built
on
perceived
quality
benefit
of
free
range
hens
to
create
a
perceived
quality
and
taste
benefits
for
free
range
eggs.
• Recently
launched
brands
into
the
category
with
marke5ng
support
to
drive
salience
further
of
perceived
benefit.
• Enhanced
margin
to
retailers
on
free
range
eggs
which
has
led
to
over
facing
for
free
range
eggs.
• Number
of
retailers
(UK)
edi5ng
out
caged
eggs
from
store.
• Campaigns
that
re-­‐enforce
nega5ve
points
of
caged
hens.
Free
Range
Eggs
Free
Range
Eggs
UK
@venoir

18. Confiden5al
Informa5on
–
Mars,
Inc.
For
Internal
Distribu5on
Only.
17

19. Change
Barrier
Ac.ons
Move
from
eggs
laid
by
caged
hens
to
eggs
laid
by
free
range
hens
• No
no5ceable
consumer
benefit
• 50%
price
premium
for
free
range
eggs
(£1.49
vs.
99p).
• Built
on
perceived
quality
benefit
of
free
range
hens
to
create
a
perceived
quality
and
taste
benefits
for
free
range
eggs.
• Recently
launched
brands
into
the
category
with
marke5ng
support
to
drive
salience
further
of
perceived
benefit.
• Enhanced
margin
to
retailers
on
free
range
eggs
which
has
led
to
over
facing
for
free
range
eggs.
• Number
of
retailers
(UK)
edi5ng
out
caged
eggs
from
store.
• Campaigns
that
re-­‐enforce
nega5ve
points
of
caged
hens.
Free
Range
Eggs
Free
Range
Eggs
UK
@venoir

20. Be
more
memorable

21. Change
Makers
Check
List
Understood
Barriers
Mul.-­‐stakeholder
Data
and
Insight
Share
and
Re-­‐apply
Innova.ng
new
ideas
@venoir

22. 21
@venoir

23. TwiIer:
@venoir
daniel.vennard@effem.com