Post on 11-Apr-2015
description
Syralite™Syralite™Product LaunchProduct Launch
Syralite™Syralite™Product LaunchProduct Launch
ContentsContents
Facts & Trends1
Market for polyols2
Data collection Methodology4
3 Positioning & Marketing strategy
5 Suggestions & Recommendations
Food specialities LtdFood specialities Ltd
Food Specialities Ltd headquartered in Jebel Ali , Dubai
20 years of experience in the Middle East
Presence in major GCC countries
Integrated System - All branch offices online with Dubai office
ISO 9001:2000 certified company
Food specialities LtdFood specialities Ltd
Food SpecialitiesLimited
Food Ingredients Division
Consumer ProductsDivision
Trade Agencies Division
PharmaceuticalDivision
Ingredients & Dairy Commodities Unit
Meat, Poultry, Snack andFood Ingredients
Food Additives, Confectioneryand Bakery Unit
POLYOL BLEND FINALIZATION AND LABORATORY TESTING
PRODUCT PRICING ANDNEGOTIATIONS
�PRIMARY DATA FROM CUSTOMERS
�ANALYZE COLLECTED DATA
�IDENTIFY POTENTIAL BUSINESSUNITS TO SELL THE PRODUCTS
�INTERVIEW MANUFACTURERS AND
In Frame/Out FrameIn Frame/Out Frame
PREPARATION OF RECIPES AND SAMPLE CONFECTIONARIES
FOLLOW UP WITH MANUFACTURERS AND HANDLING PRODUCT SALES
OBTAIN INFORMATION
�FORMULATE MARKETING STRATEGYBASED ON RESPONSES
TRENDS AND FACTSTRENDS AND FACTS
� MENA population :
6% of world population
� Sugar consumption: 28
3532
23
Sugar Consumption and Growth Trends
Sugar FactsSugar Facts
� Sugar consumption: 9% of world sugar consumption
� Regional consumption12 million tonnes per annum 0
7
14
21
Sugar Growth Rate(%) Per Capita Sugar Consumption (KG)
3 2
MENA World Avg
Health Angle Health Angle –– A few factsA few facts
Diabetes prevalence in the adult population: At least 50% of all
people with diabetes are the adult population:
Nauru(30.7%)UAE (19.5%)Saudi Arabia (16.7%) Bahrain(15.2%)Kuwait (14.4%)
Diabetes is the fourth leading cause of global death by disease
people with diabetes are unaware of their condition
In some countries this figure may reach 80%
Sugar TrendsSugar Trends
Sugar and sweeteners typically account for more than 10% of total calorie intake
European and US consumers are tryingto cut down sugar intake
Low calorie sweeteners are proving increasingly popular
WHO Findings: 1998WHO Findings: 1998--20002000
• 2,363 nationals • 4,246 expatriates
6,609 men and women
Survey by WHO & UAE Ministry of Health (1998-2000)
• UAE citizens – 24%• Expatriates – 17.4%
Overall percentage of people with diabetes -19.6%
Higher prevalence in 60+ age group - 40%
WHO Findings : 2005WHO Findings : 2005
One in every four UAE adult is believed to be diabetic
Diabetes and childhood obesity are major health concerns - the two go largely hand-in-hand
Type II diabetes (a.k.a. “Adult onset" diabetes) more common among younger individuals
UAE youth likely to be 2-3 times more obese than the international standard
SugarSugar--FreeFree
What is “Sugar-free”?
Intense Sweeteners - Aspartame based
• Equal®, Splenda®, NutraSweet®, Canderel®
• Xylitol® , MaltiSorb® , MaltiSweet®
Bulk sweeteners - Polyol based
WHAT ARE POLYOLSWHAT ARE POLYOLS
Polyols Polyols -- PropertiesProperties
Also called as sugar alcohols
Hydrogenated form of carbohydrate
• in combination with high intensive sweeteners (HIS)
Used for replacing sucrose in food stuff
Incompletely absorbed into the blood stream
Calorie comparisonCalorie comparison
POSITIONING AND STRATEGYPOSITIONING AND STRATEGY
Market for PolyolsMarket for Polyols
Health conscious people
Diabetic and Hypoglycaemic
Overweight
Dental problems
Positioning of Polyol BlendPositioning of Polyol Blend
Phase 2
Phase 3
Phase 4
Differentiate Phase 1
Communicate and deliver value to the customer
Project product as a low calorie
ingredient
Highlight as a ‘health
enhancer’ with all the features of
normal sugar
Differentiate ‘Syralite’ as a brand from
other similar substitutes
Whom to market to?Whom to market to?
Ho-Re-Ca
Hotels, restaurants and caterers
Demography
Middle and high income group
Whom to
Market to?
Bakeries & Sweet shops
Premium bakery shops and sub-premium bakery shops
Aviation Catering Industry
Dubai an international hub for middle-east
flying
Market to?
Data collection and Study
to enable the
Marketing StrategyMarketing Strategy
Approach end customers
Secondary Research
to enable the team to find a
suitable strategy to capture the
market
Endorsements from Dubai Municipality
Partnering with Sweetshops and Bakeries
customers
Push Strategy-Manufacturers
RESEARCH METHODOLOGYRESEARCH METHODOLOGY
Data Collection Data Collection -- MethodologyMethodology
Primary data collection
Preferential sampling –Customers
Secondary research
Sugar consumption in UAECustomers
Online data collection
UAE
Diabetes prevalence
CUSTOMER DATA ANALYSISCUSTOMER DATA ANALYSIS
Customer QuestionnaireCustomer Questionnaire
Divided into three logical segments
Customer information Food habits Awareness &
Pricing
Age group, Nationality,
GenderFrequency of having
sweets
Where do they buy these sweets and confectioneries
Their opinion on healthy sugar
How much are they willing to pay for a
healthy living?
Data Analysis and InterpretationData Analysis and Interpretation
73% 27%27%
Gender
Male female
15%
64%
20%
1%
Nationality
Arab Asian European Others
6%
40%50%
4%
Age Group
Less than 18years 18 to 30 years 30 to 50 years Above 50 years
64%
Data Analysis and InterpretationData Analysis and Interpretation
38%
62%
Tried Sugar Free products?
10
20
30
40
50
29
19 21
Consumption Pattern
� Good number of people have already used Sugar Free product and there is a marked preference for low-cal products
Yes No
0
10
Skimmed milk or low fat milk
Milk with full cream
Both skimmed milk as well as full cream milk
Nationality Vs ExperienceNationality Vs Experience
57.9%
100.0%
Same taste. I dont find any difference.
I didnt like the taste
Never tried but would like to try them in future
Good
Middle EastAsian
EuropeanOthers
Total
15.4%30.5%
21.1%0.0% 27.1%
15.4%10.5% 10.5%
0.0%10.9%
61.5%
29.5%10.5%
0.0% 29.5%
7.7%29.5%
57.9%
32.6%
Nationality Vs OpinionNationality Vs Opinion
30.8%
49.5%
7.7%16.8%
52.6% 50.0%
21.7%
No idea about it I think it tastes bitter / bland I don't mind using them Good, I use them
Middle East Asian European Others Total
7.7%
21.1%
5.3%0.0%
17.1%
53.8%
12.6%
10.5%
0.0%
16.3%
49.5%
31.6%
50.0%
45.0%
Nationality Vs Price PremiumNationality Vs Price Premium
53.8% 37.9%57.9%
50.0% 42.6%
0.0%7.4%
0.0% 0.0%5.4%
Same Price upto 20% 20% to 50% above 50%
Middle East Asian European Others Total
38.5%
11.6% 10.5%
0.0%
14.0%
7.7%
43.2%
31.6% 50.0%
38.0%
Sweets Preference Vs OpinionSweets Preference Vs Opinion
50.6%
13.5% 16.2%
32.4% 37.8%
Arab Sweets Indian Sweets Pastries And Cookies
No idea about itI think it tastes bitter
/ bland I don't mind using them Good, I use them
6.9%
31.0%41.4%
20.7%
22.4%
9.4%17.6%
Sweets Preference Vs Price PremiumSweets Preference Vs Price Premium
43.5% 43.5%24.3%
32.4%43.2%
Arab Sweets Indian Sweets Pastries And Cookies
Same Priceupto 20%
20% to 50%above 50%
28.6%
17.9%
50.0%
3.6%
7.1%
5.9%
0.0%
Prevents Diabetes Vs Diabetic in FamilyPrevents Diabetes Vs Diabetic in Family
67.16%
60.71%
Does Not Prevent Prevents
No Diabetic history
Diabetic History
8.96% 16.07%
Diabetic In Family Vs OpinionDiabetic In Family Vs Opinion
23.9%16.1%
50.0%
21.7%
No idea about it I think it tastes bitter / bland I don't mind using them Good, I use them
No Yes Can't Say Total
14.9%21.4%
0.0%
17.1%
11.9%
19.6%
33.3%
16.3%
49.3%
42.9%
16.7%
45.0%
MANUFACTURER DATA ANALYSISMANUFACTURER DATA ANALYSIS
Manufacturer QuestionnaireManufacturer Questionnaire
Three
Customer information & product line
Clientele, Types of sweets, Modifications in product line
Awareness and
Awareness of low calorie sugarsThree
logical segments
Awareness and usage
sugars
Current products using low-calorie sugars
Willingness to use and customer
demand
Motivational factors, promotional pricing
Customer demand for low calorie products
Data Analysis and InterpretationData Analysis and Interpretation
Data Analysis and InterpretationData Analysis and Interpretation
Data Analysis and InterpretationData Analysis and Interpretation
Data Analysis and InterpretationData Analysis and Interpretation
Manufacturer’s Purchase Decision ProcessManufacturer’s Purchase Decision Process
Add Your Text
Add Your TextProject health benefitsand create Urgency
Ensure productacceptance
Add Your Text
Add Your Text
Make them aware thatcustomers are aware
Make them understandthe difference
LABELLABEL
LABELLINGLABELLING
COMPETITION ANALYSISCOMPETITION ANALYSIS
Possible CompetitionPossible Competition
1
“MALTISWEET™”
3
“LYCASIN®”
2
“Bite Rite”
4
Distributors
DM Flavors
and
SPI Polyols,
New Castle
“MaltiSorb®”
Roquette,
France
NMC
Foodlands,
Abu Dhabi
Sahtain
Foodstuff
Trading,
Dubai
Price ComparisonPrice Comparison
Normal PoloAED 1.5
Sugar-free PoloAED 3.45
Chocolate Biscuit250gmsAED 2.5 Sugar-free Biscuit
150gmsAED 5.25
TOOLS AND METHODOLOGIESTOOLS AND METHODOLOGIES
Resistance AnalysisResistance Analysis
Key
Constituent
Reason for resisting
change
Level of
resistance
Strategy for
dealing with
resistance
Approachability
of Arab women
for survey
Culture of Arabs and no
female in the group to
assist with data collection
from women
High Organize events in malls
Time of survey
data collection
Ramadan period. Fasting
was going on and people
High Call back after Ramadan
data collection was going on and people
were not receptive
towards answering
questions related to food
Data collection
inside malls
As per policy in malls data
collection is strictly
prohibited
Medium ���� Target other potential
places
���� Collect data through
disguise
Lack of
awareness
Due to their lack of
awareness they are not
interested in responding
to surveys
Medium Make them taste the
product and show
the market demand
QFD AND FMEAQFD AND FMEAQFD AND FMEAQFD AND FMEA
SUGGESTIONSSUGGESTIONS
Suggestions & RecommendationsSuggestions & Recommendations
Strategic tie-ups with major
Add new blends / Value additions
Emphasize on ‘Health angle’- Stress as a
‘Functional’ product
Continuous
Events and promotions Marketing gimmicks
with major sweetshops and
bakeries
FSLContinuous interaction with consumers
Suggestions & RecommendationsSuggestions & Recommendations
Promote ‘Syralite’ as a brand with recall value among manufacturers
Get endorsements from Get endorsements from health community and the
Dubai Municipality
Draw on lessons from Diet Cola marketing
VALUE ADDITIONSVALUE ADDITIONSVALUE ADDITIONSVALUE ADDITIONS
Sample RecipeSample Recipe
FSL tried the product on following recipes
�Arabian� Baklawa
�Indian�Indian� Gulab jamun
�Pastries And Cookies� Devil’s Cake
� Strawberry Mousse
Unique Customer responsesUnique Customer responses
“I will not go for sugar free products even if I get diabetes”
“So this means I can eat more sweets, right?”“So this means I can eat more sweets, right?”
“The product looks cool. Where can I buy it?”
SPJCM SPJCM –– “Go Healthy” Team“Go Healthy” Team
ArvindArvind BBArvindArvind SSAnushAnush RRAswinAswin NN
Jayakumar RJayakumar R