The Consumer Imperative
Next Generation Meat Marketing
Helen King
Head of Consumer Insight & Innovation
Growing the success of Irish food & horticulture
Why we need to move on…
Pressure on red meat sales in
Europe
Continuing retail pressure for
price concessions
Increase in feed prices
The new consumer
power means that a
focus on the customer
now matters more than
2010…
any other strategic
Age of the
customer &
imperative
consumer
1990-2010
Empowered buyers
Age of
demand a new level of
1960-1990 Information customer obsession
Age of
distribution
1900-1960
Facebook
Age of
IBM
manufacturing
Best Buy
Apple
June 2011 “Competitive Strategy In The Age Of The Customer”
Tremendous
progress over the
past 50 years
1995 – 2010
Technology
1985 – 1995
Shelf ready
in market
1970-1985
Boneless beef
Ready to cook,
heat and eat
Central
packaging
1960-1970
Carcass
trade
1950-1960
Live trade
Vacuum packing
Refrigeration
Shipping
ACotter, Bord Bia
Available across all retailers
2413…
A Consumer
Brand...
Brand =
Making our offer
desired by a certain
small set of people
Brand = Control
Three principles to help build
a meat brand
1. Know your
consumers &
what they
want
2. Create a
distinct
positioning
3. Tell your
story and be
heard
1. Know your consumers &
what they want
Watering can principle
Two main trends
Celebrating tradition
Taking the best of tradition and heritage to
meet modern tastes
15
Celebrating tradition
Taking the best of tradition and heritage to
meet modern tastes
Craftsmanship
Rising interest in the people and artisan
skills behind products
16
Celebrating tradition
Taking the best of tradition and heritage to
meet modern tastes
Craftsmanship
Rising interest in the people and artisan
skills behind products
Behind the scenes
Transparency as a mark of quality and
trust
17
Celebrating tradition
Taking the best of tradition and heritage to
meet modern tastes
Craftsmanship
Rising interest in the people and artisan
skills behind products
Behind the scenes
Transparency as a mark of quality and
trust
Passion for place
Growing interest in origin as a mark of
quality and authenticity
18
Conserving resources
Living in a world where resources are
increasingly in short supply
19
Conserving resources
Living in a world where resources are
increasingly in short supply
War on waste
Reducing the wasteful results of consumption
20
Conserving resources
Living in a world where resources are
increasingly in short supply
War on waste
Reducing the wasteful results of consumption
Climate conscious
Protecting the world’s environment and
biodiversity
21
Conserving resources
Living in a world where resources are
increasingly in short supply
War on waste
Reducing the wasteful results of consumption
Climate conscious
Protecting the world’s environment and
biodiversity
Fair treatment
Treating animals and people fairly in the
production process
22
1. Know your consumers &
what they want
2. Create a distinct positioning
Ireland
Italy
France
Germany
Ownable
Ireland
Different
Italy
✔
✗
France
Germany
Ownable
Different
✗
✔
2. Create a distinct positioning
3. Tell your story & be heard
Family owned farms
Local traditions
Family traditions
Natural Growing
Natural, not forced pace
Develops taste & character
Island in the Atlantic
Minimal heavy industry
Clean: air, water, soil
Agricultural traditions
Environmental protection
Animal welfare
Taste standards
Proven superior quality
Three principles to help build
a meat brand
1. Know your
consumers &
what they
want
2. Create a
distinct
positioning
3. Tell your
story and be
heard
Our ultimate goal
Top Down
Top Down
Our ultimate goal
Top Down
Top Down
Story 1
Story 2
Story 3
Story 4
Can we see evidence of this trend at work in brand or human behavio
Bottom Up
Our ultimate goal
Top Down
Top Down
Available, sought after Consumer brand
Story 1
Story 2
Story 3
Story 4
Can we see evidence of this trend at work in brand or human behavio
Bottom Up
Thank you
Helen King
Head of Consumer Insight & Innovation