African Regional Integration: Implications for Food Security
African Food Brand
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Transcript of African Food Brand
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
The African Food Brand
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Hakuna MatataBrand Management
what is our BUSINESS ?
Oriental food?
Italian food? Mexican food? Dutch food?
African food?
Unique Selling Proposition: Umbrella brand for a complate wide range of authentic
African products that enables you to prepare the most delicios and varied African dishes
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Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Hakuna MatataBrand Management
CONIMEX brand equity
Focus on Indonesian food
„Conimex has a complete wide range of authentic Indonesian products that enables you to prepare the most delicious and varied
Indonesian dishes “
Asian, Indonesia, logo, meal packages, quick meals, convenient, reliable, Nasi Goreng, prawn
crackers & sambal
authentic Asian, original, wok, rice, meat spices, exotic, Asian with a Western twitch
Free associations
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Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Hakuna MatataBrand Management
CONIMEX brand equity | qualitative research findings
Indonesia: sunny, touristic, poor, temples, Dutch colony, tea, rice fields, exotic islands, nice food, traditional culture, basic living, Muslim, tropical climate
Positive: tasty, original , easy to prepare, reliable, every day life, well known for its mixes of spices; good herbal mixes; young generation: Thai & Indian dishes, quality
Negative: pricy, two people portion, not too innovative, ingredient (not meal) supplier; eliminating Tracy
Exciting, competent, sincere
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Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Hakuna MatataBrand Management
CONIMEX brand equity | qualitative
List 1 ½ kg chicken breast 1 carton eggs Wok noodles Conimex sweet & sour wok sauce
List 2 ½ kg chicken breast 1 carton eggs Rice Uncle Bean’s sweet & sour sauce
Uniqueness
Situation: dinner, looking for something easy and quick to cook, for when trying to save time, for cooking for friends or themselves
Eating habits: twice per week Conimex style, Eastern & Italian, Dutch food, eating out
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Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Hakuna MatataBrand Management
CONIMEX brand equity | quantitative | brand awareness
Strongly disagree
Disagree Neither disagree
nor agree
Agree Strongly agree
0
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Able to recognizeAware ofKnow some chars. quicklyAble to recall logoDifficulty imagining brand [reversed]
BertolliConimex
Honig
Knorr
Other
None
Which foreign meal package brands you know?
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Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Hakuna MatataBrand Management
CONIMEX brand equity | quantitative | pricing
5%
95%
Euroshopper: 0,55 €c. Conimex 0,60€c. Which would you buy?
Euroshopper Conimex
Open question: € 0,33 willing to pay extra
Strongly disagree
Disagree Neither disagree nor agree
Agree Strongly agree
0
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12Price is high Price is low Expensive
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Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Hakuna MatataBrand Management
CONIMEX brand equity | quantitative | quality & loyalty
Strongly disagree
Disagree Neither disagree nor agree
Agree Strongly agree
0
5
10
15
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High qualityLikely qualityLikely to be functionalReliableGood quality
Strongly disagree
Disagree Neither disagree nor agree
Agree Strongly agree
0
5
10
15
Loyal to ConimexFirst choiceWon't trade down
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Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Hakuna MatataBrand Management
what SEGMENT do we target?
Demographic: Income: medium Age: 18 – 65 (~67,8%) Sex: slightly more women
Geographic Across the Netherlands
Behavioral Eager to try new food / Cross culinary borders Active in cooking dinners a few times a week Buying groceries at supermarkets
Psychographics Dinner is social activity, other people involved Healthy living, healthy cooking Positive attitude towards other cultures (travellers-mentality, positive
towards development aid)
mass marketing
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Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Hakuna MatataBrand Management
who is our CONSUMER?
Anna
13 years
Friends, music
School, parents
Junk food, spicy food, new meals,Diet food
Name
Age
Likes
Dislikes
Eats
Stijn
23 years
Friends, parties
Studying, responsibilities
Junk food, fast food, quick meals
Evelien
26 years
Reading, shopping,her boyfriend
Stress, commute
Healthy meals, Quick meals
Luc & Mara
34 & 29 years
Their daughter, Dancing
Stress, budgets
Healthy meals, quick meals,quality ingredients
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Hakuna MatataBrand Management
Complete, healthy recipes or components Reasonable prices Cover geographic region Adjusted to Dutch consumer preferences User friendly; easy to use, fast to prepare Fighting for the 11% of share of wallet
positioning | points of PARITY
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
positioning | points of DIFFERENCE
Combination of food and development aid First and only umbrella brand of African food on the Dutch market Brand with best reason to identify itself with football world
championship in South Africa
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Hakuna MatataBrand Management
brand BUILDING BLOCKS
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Our product is good, so we expect to create loyal
customer with support of mass marketing campaigns. Our product and values are unique and will therefore
attract a customer community with similar values.
Since the food is exotic and extraordinary, it is kind of
exciting. Cooking a dinner and eating it in a social setting creates a feeling of warmth
and togetherness
Moderate priced food components with an
orientation on African food. Style and design fit the
‘African feeling’
Furthermore HM is positioned as social-aware company with
care for people in Africa so buying our products leads to a
higher self esteem of customers.
We offer reasonable quality for a reasonable price like
may other products in supermarket’s shelve. We help
customers to prepare an exotic dinner in a limited
amount of time and effort.
Customers are present in all layers of population. Prepare
dinner themselves, acknowledge importance of healthy, complete dinner.
Dinner is social activity. Buy groceries at supermarket
Category: FMCG, food components. Satisfies the need of having an dinner menu.
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Hakuna MatataBrand Management
core brand VALUES & brand Mantra
• Exotic• User friendly• Menu solution• Social
awareness• Credibility• Africa• Adventurous
Hakuna Matata
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Hakuna Matata
Flavor
African
Food
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Hakuna MatataBrand Management
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
brand ELEMENTS
Brand name: HAKUNA MATATA
Brand logo
Color Scheme
Slogan: Flavors of Africa
Jingle
Packaging: African colors & scenery
Type face & text placement: intricate fonts, a bit old school; lots of informative text
Marketed in an African theme setting.
Serious setting; more ‘Cote d’Or’ than ‘Duyvis Fireman Nootjes’
URL: www.hakunamatata.nl
www.hm.nl / www.afrikaanseten.nl
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Hakuna MatataBrand Management
MARKETING campaign
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Product
Price
Place
Low involvement, taste productHigh perceived qualityBrand intangibles:
Functional benefitsexotic flavorsAfrican tasteseasy to usequick to cookdiverse
Process benefitsconvenient mixesbroad product selectionsimple recipesunlimited combinations
Relationship benefitslifestyle cooking
community
mediumly pricedupper-bound pricing
Quality focused dutch supermarketsAlbert HeijnC1000DekaMarktJumboMetro Cash and CarrySparSuper de BoerSupercoop
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Hakuna MatataBrand Management
MARKETING campaign
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Promotion
ABOVE THE LINEMass communication: TV, radio, print media advertising, web & Internet banners
OBJECTIVES: Create brand awareness
Generate consumer interestInfluence purchase intentions
Create associations in the mind of the consumerEducate on African cuisine
Inform about African culture
BELOW THE LINEBrand communication – relationship marketingPublic relationsBrand website & online communityCorporate Social Responsibility Local eventsTrade showsMedia cooperationIn-store communication (taste trials)On-street promotion (city centers:taste trials)Customer newsletters / brochures
Flavours of Africa
Hakuna Matata
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Hakuna MatataBrand Management
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
SECONDARY entities
Sponsorship opportunitiesEco-tourism to AfricaFair Trade Original
Dutch chef Ramon Beuk (Born2Cook, book prize ‘What comes from fair’)
Possible co-branding with: Cote d’Or (as dessert) African wine / beer
Cultural activitiesGourmet magazines
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Hakuna MatataBrand Management
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
PRODUCT development
authentic African ingredients grown in the perfect climate, and topography needed to manufacture the finest blend of peppers, spices, herbs, and vegetables that make up authentic African cuisine
Hakuna Matata uses only all natural ingredients
Concept: Add some ingredients yourself (add meat /
vegetables / eggs) Mix it with HM package And enjoy!!
Various types of African dishes: Bobotie Vegetarian Stew Chicken Curry Potje Dabo Kolo
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Hakuna MatataBrand Management
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
brand PORTFOLIO decisions
What the future could hold: Infinite number of new African Dishes can be added to portfolio keep
product up-to date and new
Gourmet line
Complete “EXPERIENCE AFRICA” package
Cooking classes in African cuisine
Cooking trips – ecotourism in Africa
African catering service
Start same concept under other unexplored cuisines like Eastern Europe
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Hakuna MatataBrand Management
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
expanding to England
51,5 million potential new customers Diversified population, especially in bigger cities
Used to other than traditional food So time for introduction of Hakanu Matata
Citations from the book Global marketing and advertising: understanding cultural paradoxes by de Mooij:‘British use a lot of humor in their advertisments’
‘freedom of choice is particularly attractive to the British’ and furtermore British have ‘weak uncertainty avoidance’ ‘direct style ads/ individualistic culture’
Traditional food in England = fat and unhealty, British kitchen is not really highly praised for being delicious
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Hakuna MatataBrand Management
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
what should we CHANGE?
Segmentation English are not known for healthy living. We should not use that as
segmentation criteria anymore since we exclude too much potential customers.
Instead, HM should focus on people with an low uncertainty avoidance which is a characteristic of the English. They are likely to try new products.
Point of parity Since the English are used to another ‘kitchen’, the meals should be
adjusted to the local tastes. Points of difference
The combination with develpoment aid should be emphasized since the English spend more on charity than the Dutch.
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Hakuna MatataBrand Management
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
what should we CHANGE?
Brand Elements / Marketing Activities
The setting can be more ‘humoristic’ since British use relatively much humor in their advertisements as shown by van Mooij.
British show weak uncertainty avoidance which implies that they are likely to try new things e.g. buying Hakuna Matata. The ‘dare to try’ should be element of the brand as well in England.
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Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Thank you for your attention !