SWISSE WELLNESS
ASIA PACIFIC WORLD SPORT & WOMEN
Monday October 27th 2014 1
AGENDA
1. The Vitamin Market Trend
2. Company Overview – George Livery, Commercial Director - Swisse History - Swisse Brand
3. Contribution to Science and Research
4. The Celebrate Life Foundation & Netball Australia case study
5. A Segment of One – marketing to each female individually
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THE VITAMIN MARKET TREND • According to the latest findings from Roy Morgan Research in Australia &
New Zealand, the vast majority of people who buy vitamins (80% in Australia and 82% in New Zealand) say they’re ‘feeling well and in good health’
• Medicines Australia report from March 2013 noted that 59.7% of consumers are using complementary medicines daily. 42.7% of which take one or 2 daily and 17.1% take 3 or more
• The ABS statistics shows that 94% of Australians are not getting enough fruit and vegetables
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Morgan R, 2014, How Vital Are Vitamins, viewed on 1st May 2014 h=p://roymorgan.com/findings/5503-‐how-‐vital-‐are-‐vitamins-‐201403252241
Australian Bureau of StaJsJcs (ABS). Australian Health Survey: Updated Results, 2011-‐12. 4338.0 -‐ Profiles of Health, Australia, 2011-‐13 h=p://www.abs.gov.au/ausstats/[email protected]/Lookup/by%20Subject/4338.0~2011-‐13~Main%20Features~Daily%20intake%20of%20fruit%20and%20vegetables~10009
02// COMPANY OVERVIEW GEORGE LIVERY, COMMERCIAL DIRECTOR
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SWISSE HISTORY • Kevin Ring went to Switzerland
in the 1960s to learn about the latest developments in natural medicine and was inspired to develop his own range of herbal and vitamin supplements in Australia.
• The first product in the Swisse range was pollen tablets and he sold them from his organic bakery.
• The name Swisse was inspired by Switzerland’s attitude to healthy living. The ‘e’ was added to accommodate naming rights legislation.
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TOP SELLING PRODUCTS
AZTEC Sales Data MAT: 10/08/2014 (pharmacy & grocery combined).
CONSUMERS ARE SPENDING MORE ON VITAMINS THAN 12 MONTHS AGO
More than 12 months
ago 31%
Less than 12 months
ago 8%
Same as 12 months ago
61%
Customer spending in comparison to prior year (%) • On average, 31% of consumers are spending more on vitamins compared with the prior 12 months – key drivers were found to include
• Change in health (45%)
• RecommendaJon from doctor / health professional (29%)
• Another member in the household has started taking vitamins (24%)
• Increase in discreJonary income (12%)
• AdverJsement driven (11%)
• 8% of consumers are spending less than they were 12 months ago – key drivers were found to include
• Decrease in discreJonary income (42%)
• Buying less vitamins (33%)
• View that vitamins were not working well (13%)
• Switched to cheaper brands (13%)
• Change in health (12%)
• Pricing of vitamins in general has reduced (5%)
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Purpose: Swisse is devoted to making the world healthier and happier. Overall Equity
Inspire people to live healthier & happier
Brand Character Aspirational, happy and credible
Comprehensive formulas made with premium quality ingredients.
Based on the latest scientific research and traditional evidence.
Trusted and recommended by top healthcare professionals, elite sporting bodies, athletes and entertainers that inspire.
Brand values/beliefs: People, principals and passion come before….profit. Celebrate Life Every Day
Building Blocks (PODs)
THE
Con8nue to target the right audience Primary Audience -‐ Investors in Health
VMS use is an addiJonal boost on top of a healthy lifestyle to help delay ‘gedng old’
VMS are regarded as a necessity – a criJcal combinaJon with diet, exercise, and harmony for good health; carry a high emoJonal value
Want high quality VMS supplements and willing to pay a premium
“I want to keep my general health good so I can s5ll do the things I like to do when I’m 70!”
Secondary Audience – Seeking Targeted Benefits
Con8nue to target the right audience
Clear and focused VMS use – specific product to help with specific benefit
Highly invested in the VMS category – tailoring daily intake to maximize efficacy
“When I have a cold I take Vitamin C. When I can’t sleep I take Valerian.”
Leverage the insight that drives our cause Research shows that health is the new status symbol
and beacon of aspira8on. Health is seen as an achievement with Australians working to at least be
perceived as having a healthy body and mind.
The key trends are: A move towards ‘Health Esteem’ ‘Healthy Selfies’ all over social media
People earning their treats rather than indulging People favouring of natural ingredients People moving away from gluten, hormones, dairy or wheat A move towards customisable, personalised health products
Increased usage of complementary medicines Increased usage of natural therapies
Remain Authen8c to the Swisse Masterbrand Iden8ty and
Posi8oning Consumers recognise Swisse
and know what Swisse offers versus compe8tors
03// CONTRIBUTION TO SCIENCE AND RESEARCH
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SCIENTIFIC ADVISORY BOARD • The Swisse Wellness Scientific Advisory Panel consists of world-class medical
professors and academics. • The panel assists NPD through identification of new science (e.g. green lipped
mussels) and EPD through advising on evolving science and ingredients. • Swisse are part way through putting 80% of existing product portfolio through clinical
trials. • All research is published on the Swisse website – we are the only Australian company
in our Wellness space to do this.
Professor Avni Sali Director NaJonal
InsJtute of IntegraJve Medicine
Andrew Papingas Faculty of Life and Social Sciences –
Swinburne University
Karen Reid Research Director at The NaJonal InsJtute of IntegraJve Medicine
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Gerald Quigley PracJcing Community
Pharmacist & Accredited Herbalist
Dr. Valerie Malka Surgeon & former Director of trauma
services at Westmead Hospital
SCIENTIFIC ADVISORY PANEL
SWISSE RESEARCH • Over the last 3 years, we have invested $6.85mil in research and development
• Swisse has undertaken extensive discussions with the leading research universiJes across Australia to establish a unique research centre focused on complementary medicines
• Transparently manage and report on research of exisJng and new products
• Collaborate with leaders in the field (naJonally and internaJonally) to drive new levels of complementary medicine research
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INDUSTRY & RESEARCH IS THE FUTURE • Australia’s own Chief Scientist, Professor Ian Chubb has said
recently ... “We must get people to accept that if we don’t translate ideas into goods and services the future is not going to be as rosy as we would like.”
• Prime Minister Tony Abbott recently told an audience that science is “absolutely critical” for the progress of humanity, calling scientists the “explorers and adventurers of our age”.
• Opposition Leader Bill Shorten has called for a national commitment to science and innovation amid a wave of manufacturing job losses, highlighting that “an innovation-led growth plan must support all budding industries, whether they have a focus on agriculture, or defense or the automotive industry, financial services or health and education services.”
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AUSTRALIANS SUPPORT VITAMINS • It has been estimated that complementary medicine use in Australia
is as high as 75% with almost four times as much out of pocket dollars spent on complementary medicines rather than on pharmaceuticals.
• Australians spend 12.5% of their total medicines and devices sector on complementary medicines, which equates to an estimated spend in excess of $1.8 billion each year.
• In fact Swisse is ‘the fastest growing over the counter brand in the world over the past five years’. Lets celebrate it !!!
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A MULTIVITAMIN IS THE ULTIMATE INSURANCE POLICY
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h=p://www.hsph.harvard.edu/nutriJonsource/mulJvitamin/
• Dietary deficiencies are wide spread, we are not a ‘well nourished’ populaJon • Harvard U, School of Public Health, recommend a daily mulJvitamin-‐mineral (MVM)
supplement as an inexpensive insurance policy to fill nutrient gaps • A strong body of evidence shows that MVM may help lower risk of chronic diseases and
reduce risk of cancer • No reports of death associated with MVM use • Long term use of MVM use NOT associated with any adverse health effects
THE REAL FACTS There have never been reports of death from multivitamin use.
The largest randomised, double-blind placebo controlled trial on multivitamin mineral use ever conducted found no that long-term
multivitamin mineral use is not associated with any adverse health effect. (Gaziano, 2012)
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Gaziano, J. M., Sesso, H. D., Christen, W. G., Bubes, V., Smith, J. P., MacFadyen, J., et al. (2012).
PHARMACEUTICAL MEDICINES
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04// NETBALL AUSTRALIA & SWISSE CELEBRATE LIFE FOUNDATION – CASE STUDY
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CELEBRATE LIFE FOUNDATION THE FOUNDATION • $3 million dollars raised through our activities • 23 Charities Supported • 6 Key Projects Supported • 2500 Health Care Professionals Reached
THE COLOR RUN • $6.57 million Media Generated Nationally • 300,000 Runners Participating • 362,000 Facebook likes Nationally
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NETBALL AUSTRALIA COMMUNITY PARTNERSHIP WITH NETBALL AUSTRALIA
• A Foundation based Community Partnership with Netball Australia
• $108,000.00 donated to NA through the Celebrate Life Foundation annually
• PR and Marketing support through leveraging Netball Australia activities
• Associating NA with The Swisse Color Run leveraging the 70% of entrants that are female
• Media and PR activation in the Trans-Tasman league series
• Final competition round called the H&H round – the Celebrate Life round – played with coloured netballs – a world 1st
• Full activation of the netball tests - i.e. The 4 on now in October – cross promoting the color run overall, specific offers and the foundations mandate and 4 pillars
• Lead partner for Netfest - 2000 people event over a weekend playing round robin netball in in a knock out comp
• Major engagement for The World Cup in Sydney (Aug 7-16) in 2015
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NETBALL AUSTRALIA
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A LONG STANDING RELATIONSHIP AMBASSADOR AUDITIONS CAMPAIGN
NETBALL AUSTRALIA
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Match program ads designed specifically targeJng products for players and fans
NETBALL AUSTRALIA
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IntegraJng our retail promoJon with a strong 18-‐35 female bias into the Test Match program
NETBALL AUSTRALIA
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IntegraJng our community assets into game day court borders and banners
05// A DEMOGRAPHIC SEGMENT OF ONE
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A SEGMENT OF ONE MARKETING STRATEGY CONSIDERATIONS FEMALE BIA SEGMENTS
• Campaigns should feel like that they are targeting every consumer as a segment
of one
• Don’t limit yourself to demography
• Don’t be influenced by stereotypes
• Do be on the look-out for unintended consequences of all of your campaigns
and maximise them
• Always stay true to your brand values
• Find a way to integrate your campaign into a retailer opportunity
• Maximise PR opportunities and integrate into your campaigns
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A DEMOGRAPHIC OF ONE
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Liz Cambage Olympic campaign
A DEMOGRAPHIC OF ONE
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Liz Cambage PR IntegraJon
A DEMOGRAPHIC OF ONE
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RICKY PONTING ORIGINAL CAMPAIGN
• Ground-‐breaking campaign
• Swisse’s first 360degree IntegraJon Strategy implementaJon
• Challenging gender roles
• Appealing to both genders
• Sport bias
• Sales impact across both men's and women's range
• The Priceline unintended consequence
A DEMOGRAPHIC OF ONE
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RICKY PONTING ORIGINAL CAMPAIGN TVC
THANK YOU AND REMEMBER TO
CLED
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