Strike kick-off presentation
Transcript of Strike kick-off presentation
STRIKESalad Dressings:
EATS SALADS
Almost every
Russian
Source: Menu Check 2007
CONSUMER:
Women can create three things OUT OF NOTHING:
Source: Consumer Blogs
hairstylesalad and tragedy
CONSUMER:
Salad must
Source: Golden Dishes Salads 2010 enthography study
UPLIFT MOOD.
Colorful, fresh!
CONSUMER:
Summer is coming –
Source: Consumer Blogs
we’ll lose weight by EATING LIGHT SALADS and fruits
CONSUMER:
We’re tired of regular
mayonnaises
Source: Star 2010 consumer research
and now we want some exotic
salads; NATURALLY, WE USE THESE NEW
SAUCES
CONSUMER:
Fresh green salad -
Source: Nielsen
TASTIEST AND HEALTHIEST!
CONSUMER:
I tried to create CAESAR SALAD
WITH MAYONNAISE –
Source: Consumer visits
but it just doesn’t fit
In Western European market, Salad dressings are as big as Meat&Fish sauces
Source: Euromonitor, Nielsen
and ONLY 2 TIMES SMALLER THAN MAYO
In Russia Calve already accounts
for
Source: Nielsen
75%
75% OF SALAD DRESSINGS
MARKET
!
JENI HALL:
Source: Stakeholder Interviews
what can we do in terms of Salad dressings”
“I’m glad that we’ve FINALLY TACKLED this discussion:
JENIA SEDOVA:
Source: Stakeholder Interviews
I observe people
switching toLIGHT VEGETABLE
SALADS
BAS SMIT:
Source: Stakeholder Interviews
and this is exactly what our Salad dressings will help Calve do
To keep up BEING MODERN Calve needs to act in a trendy way –
JENIA ODINTSOVA:
Source: Stakeholder Interviews
People start eating new salads like Caesar and
Greek
Salad dressings are a NEW
TREND.
and this trend would develop
more and more
I eat salads FOUR DAYS A WEEK – only excluding Friday, Saturday and Sunday
Source: Stakeholder Interview
SVETLANA TSAREVA:
ELENA FEDOSOVA:
Source: Stakeholder Interview
Salad dressings – like a favorite
child. Its so small,
but its SO CUTE AND
SO PROMISING
I eat green salad every day. I always take it as a side dish when I go to the canteen
Source: Stakeholder Interview
KASKA BRANNY:
but I assume triple growth of Salad dressings
Source: Stakeholder Interview
OLEG GUTSON:
In coming five years mayo
would still be dominating,
ACT MODERN&TRENDY
ABSOLUTELY YUMMY
BRING EXCITING VARIETY
SALAD DRESSINGS
THE JOURNEY BEGINS
STRIKESalad Dressings: