Phil Chapman
Chief Marketing Officer
Kerry Foods
Exporting Food Brands
• Kerry Foods
Jan 2009
– Chief Marketing Officer
• T-Mobile Jan 2005 - Dec 2008
– SEVP International Brands and Comms
– Based Uk and Bonn
• Unilever Sept 1981- Dec 2004
– Global Brand Director - Lipton
– Based Rotterdam, Dubai, Singapore, Egypt
The fridge is the gondola end
70% of the most frequently consumed
foods are stored in the fridge…
That’s how many chances you
have each week to stand out in
the Fridge
42
24
In the Cupboard
8
In the Freezer
3
Current Brand Portfolio
Clear Brand Destinations Needed
A few suggestions for building
brands across geography
More similarities than differences
across Kerry, Unilever and TMobile
Vision
Brand
Business Model
Organise
Tenacity
Vision
• Create something with a new perspective
• If powerful, might be universal
• Might be possible to mobilise evangelists
• Small differences can be important
• Better, cheaper, or both. But better value
An emotional as well as business well of power to draw from
What is a Brand?
A distinctive bundle of benefits,
services, behaviours and values that
people associate with a name or symbol.
The relationship space
between Touch points & Consumers
Not merely ‘communication’
Image Wrapper to Brand led Business
Brand = Image wrapper
Consumer Connection at heart of
everything the enterprise does
BRAND REALITY
BRAND
EXPERIENCE
BRAND IMAGE
LIPTON Tea - Natural Vitality
Tea the world’s favourite beverage
Coffee
Tea is the World’s
Favourite Beverage
16%
Tea Based
Share of Throat
Carbonates
Beverages
20%
40%
Global Non-alcoholic Beverages
Market
Bot Water
Total Volume: 945 Billion Litres
Fruit/Veg
(Value: € 500 billion)
Excluding Milk, Tap Water
& Packaged Bulk Water
Others
Juice
9%
5%
10%
Lipton - the World’s most global & largest tea brand
Lipton Leaf Tea
• Marketed in 200 countries
• Imported into a further 40
countries
• authentic roots since 1890
Tea Tradition ...
The Lipton Transformation
Tea is usually
Make Lipton
•
Traditional
•
Sociable / Out of Home
•
Family / In-home
•
Cosmopolitan
•
Comforting
•
Contemporary
•
Or Speciality / Niche
/ Formal
•
Optimistic / Uplifting
Playing Field
Lipton Vision?
•
Transform Lipton from ‘dusty grocery tea brand’ to a benefit
driven Beverage brand offering a complete experience of healthy
vital beverages
•
Based on Lipton’s unique ability to combine PEGS
–
–
–
–
pleasure (taste)
enjoyment (fun)
goodness (health)
standout (the Lipton Way)
Perhaps combine two separate sets
of codes to create a new gestalt?
•
Natural (tea codes?)
– natural ingredients, not
synthetic
– natural goodness
– feeling naturally well
– looking naturally good
– being yourself, authentic,
true to your own nature
•
Vitality (soft drink codes?)
–
–
–
–
–
–
–
a life force
inner sparkle
upbeat yet relaxed
youthful, positive energy
the tea effect: a gentle boost
mental refreshment
physical refreshment
Lipton Essence / Vision
Lipton Natural Vitality
Personality
/ Attitude
+
Tea
Leaf
+
‘the best me’
Mind & Body
Refreshment
Consumer Perspective
Essence
Benefit
Reason to
Believe
Natural
Vitality
Refreshes
Mind
&
Refreshes
Body
Lipton
Naturalness
(‘the best me’)
Natural Vitality x Lipton = Natural Vitali-Tea
The goodness of tea in Lipton helps the natural you
sparkle through
Mainstay
New situation
Contemporise the natural Leaf to stretch to
soft drinks to modernise the total brand
Lipton Yellow Label
•Fame/trust
•Authenticity
• Naturalness
Legitimacy
Recruitment
Lipton Ice Tea
•Youth/new generation
•Modern
•Innovation
•‘On the go’
The Business Model
• Made on constanta machines from the 1940’s


Written down, invested in to be double efficiency
One integrated supply chain
• Premium prices

Big premium, soft drink investment model in Brand
• Partner for entry and distribution

New markets, new channels, new formats
• Build availability, distribution, visibility

Prior to tv
• Pay your way
Organise
• One cohesive organisation

One business unit
fragmentation
global brand
• Clear accountabilities

eg Lipton Export, building Eastern Europe, Global
• Passion

Lipton missionaries, relationships, invest
• Don’t reinvent or duplicate
• Lock the brand position to the
business model; consistent delivery of promises
Tenacity
• Lipton took decades
• Traditional model
cosmopolitan teabags
• But paid its way along the way
Beverage Brand
• Phase 2 (contemporising & optimistic)
• Invented in the field
• Travelled globally through a team of 6
• Phase 3 (stretch to soft drinks and new channels)
• Only possible thru authenticity of P 1 and modernising of P3
• Sustaining took technology based on a truth
• Efficiency in teabags and supply chain
• Tea knowledge leveraged into RTD and health
• Sticking to Tea but stretching it
Replication
these principles being applied to Kerry
Dairy business
• Clear Vision
• One cohesive organisation
• Clear accountabilities & delivery
• Passion
• Don’t reinvent or duplicate