Building value into brands
Tim Mobsby - Bord Bia, Feb 2011
Building value into brands
Building value into brands
Building value into brands
Challenges next 1 – 2 years

Avoiding further pressure on margins by the trade

Developing new products and brands that meet the needs of today’s
consumer

Continuing to reduce production and distribution costs

Finding budget to invest in current brands

Finding new export markets
Source: “Feeling the Pinch 4, Above 50% Incidence
Building value into brands
Resisting margin transfer
CAN YOU ANSWER “YES” TO THESE QUESTIONS

Does your brand add incremental sales & more than your competitor(s)?

Are you more profitable (cash) to your customer than your competitors?

Do you “add value” over and above your direct sales revenue and margin &
do you leverage it?

Do you make your customer feel special?

Do you really have a brand or simply a product?
Building value into brands
REDUCING
RISK
SUSTAINABILITY
&
ETHICS
AGING
POPULATIONS
VALUE
FOR
MONEY
NO SHORTAGE
OF
OPPORTUNITIES
CHANGING
RETAIL DYNAMICS
CONSUMER
IN
CONTROL
VALUE OF TIME
INCREASING
URBANISATION
NEW /
DIFFERENT
CONSUMERS
Building value into brands
Building value into brands
Deserving trust

Don’t over-promise…………over-deliver

Honesty, integrity and transparency

Reflect your values in everything you do….are you proud
of who you are?

Be consistent
A reputation is fragile thing
Building value into brands
Building value into brands
THE IMPORTANCE OF INNOVATION

Don’t be a stationary target to be aimed at

Renovating existing brands powerful…...and necessary to rebuild
trust

Increasingly segmented market:



Economic
Socio-demographic
Attitudinal

Preparing for future trends

Retailers eager for news
Building value into brands
Value for money won’t go away


Price Segmentation

Ranges

Pack sizing
Value Innovation


More for less
Cost cutting and control a way of life
Building value into brands
Investing in your brands

Invest in ideas

Creativity more important than size of budget

Leverage your ideas through integration

Power of owned and earned media
Building value into brands
SKINNY COW
KOPPABERG
BABY CARROTS
www.creativeguerillamarketing.com
Building value into brands