AGENDA
I. Our journey continues
II. Key achievements of the last months
III. Our Alpro brand vision & strategic priorities
IV.Meet our target – Caroline
ESEG
-1-1-
AGENDA
I. Our journey continues
II. Key achievements of the last months
III. Our Alpro brand vision & strategic priorities
IV.Meet our target – Caroline
ESEG
-2-2-
We want to move …
We want to move…
… by reducing barriers to entry,
Taste perception
Lack of relevance
Lack of social
acceptance
Emotional cost
─ Bad taste expectations, worse than reality
─ No knowledge on how the brand can play a role in your life
ignorance regarding the product characteristics and usage
─ Brand is still perceived as being for fanatics or people with
health problems
─ The effort to enter the brand is seen as huge for non users.
Seen as an impact full life change and not a possible
variation
─ Awareness of the brand is still low
Awareness
─ High price perception – lack of personal value
Value
… through the creation of a positive
natural holistic health brand …
WITH APPEALING ADVERTISING
Nordics
Cooking
Spain
Creation of a dedicated plus site
Migration of our Facebook pages to 17,000 fans
Alpro Spain “Say si” website
… through the creation of a positive
natural holistic health brand …
WITH TASTY PRODUCTS
IN ATTRACTIVE PACKAGINGS
Drinks
Desserts
Yofu
Cream
Meat-free
Margarine
… through the creation of a positive
natural holistic health brand …
WITH PLATFORMS
AS A TOOL TO SUPPORT DIFFERENT
CATEGORIES TOGETHER
ENJOYABLE UNIQUE TASTE EXPERIENCE
Morning
Driver: Good start is half of the work
Positive
Cooking
Driver: Healthy touch for everyday
favorites
Light hearted
Delightful moments
Driver: guilt-free ME time
Naugthy
Playful
Everywhere
Fresh and natural
Pleasure
ME time
Rest
Nutrition
Nourishing
Nutritional benefits
Convenience
Need of
something
Pleasure
AGENDA
I. Our journey continues
II. Key achievements of the last months
III. Our Alpro brand vision & strategic priorities
IV. Meet our target – Caroline
29,5 MIO people
spontaneously mention Alpro
when asked for brands of soya products
in our 7 core countries (EU4 + SP + SW + FI)
Brand Awareness EU4
AWARENESS TRACKING Q1 2011 (N = 1800)
Brand awareness SPAIN
• Impact on brand awareness shown in April
50%
40%
31%
30%
20%
24%
23%
21%
10%
0%
10%
3%
3%
jan
feb
Spontaneous
Source: awareness tracker N = 300/month
4%
march
spontaneous female
april
aided
aided female
> 3 MIO new households in EU4
have been recruited in 2010
Over 3 MIO new households recruited in 2010
•
Positive results of the marketing investments in 2010: High recruitment in all countries
and increasing vs last year (except UK)
* CONSUMERS BUYING ALPRO IN 2010 THAT
DID NOT BUY IN 2009. SOURCE: GFK
CONSTANT PANEL 2009-2010
+
+
19%
40%
+
-
59%
26%
Excellent results in the
iTQi Superior Taste Award :
26 Alpro products rewarded
Rewarded Alpro products
AGENDA
I. Our journey continues
II. Key achievements of the last months
III. Our Alpro brand vision & strategic priorities
IV. Meet our target – Caroline
NEW BRAND VISION
WHERE DO WE WANT TO GO?
Alpro company mission statement
We create delicious, naturally healthy plantbased foods for the maximum wellbeing of
everyone and the utmost respect for the planet
Our Alpro brand journey continues…
RTB=soya
PAST
Soya bean goodness
Natural energy
through plant based
(soy) proteins
FUTURE
Pro-active
Holistic positive
health
Feeling light and
energized
Problem
solving
CURRENT
Reactive
ENJOY PLANT POWER
Brand vision model
5. Values &
Personality
6. Reasons to
Believe
8. Essence
4. Benefits
7. Discriminator
3. Insight
1. Competitive
Environment
2. Target
Competitive Environment
The set of alternative choices as seen by the consumer, and against which we need to
differentiate
Healthy food and drinks, primarily dairy and dairy alternatives, meat and meat
alternatives and margarines
Target
The person for which the brand is the most likely to be the best choice, defined in terms of
their attitudes and values, not just demographics
•
Upmarket, urban & educated, primarily women, who shares a common set of attitudes
•
•
•
•
•
•
•
•
A flexible approach to food, looking for a balanced & diverse diet
Nutritionally aware but are not exclusively health fanatics
They are not willing to compromise on taste for health – they want it all (tasty, healthy,
natural)
Fit and active,
They like and aspire to cook with fresh ingredients, but in reality time is short in their busy
lives
Open-minded and curious - connected and sociable
Awareness of the environment and intentions to do something about it
An important part of our target has specific needs like : lactose intolerance, milk allergies,
cholesterol, weight control/obesitas, ....
Insight
Truth and knwoledge about the target consumer and their needs

I’m curious to find smarter food choices, that are easy to integrate in my everyday life

Finding smarter choices makes me feel good in body and mind. The better I eat, the better
I feel, the more I can enjoy life to the full. It’s also nice to know I’m doing the right choices
for the world I live in

Easy to integrate in my everyday life, on different levels
 An enjoyable taste experience
 Convenience, fitting an active lifestyle
 Technical performance (non-curdling, baking, …)
 Easy to share with other members of the family
Benefits
The diferentiating benefits that motivate purchase

Emotional: I feel light and energised, so I am up for anything that life throws my way; I feel
better about myself, because I make the smart choices

Functional : naturally healthy and good for your body, easy to digest source of vitality

Sensory: enjoyable unique taste experience
Values & Personality
The Brand personality and values – what the brand stands for and believes in

Who we are : inspiring, confident, passionate, caring, optimistic friend

What we stand for: authentic, responsible, open & honest
Reasons to believe
The proof we offer to substantiate the positioning
 The goodness of plant-based nutrition
 Rich in good things, low in bad things and planet friendly



To be fuelled by concrete elements.
Can be different, depending on the category or key ingredients
Examples :
 Rich in good things: complete protein; vitamins, fibres, calcium, good fats
 Low in /no bad things: no animal fats, saturated fat, sugar, artificial additives, lactose
 Planet friendly : Lower footprint

Substantiating the taste benefit : plain products used in a flavoursome way (ex. breakfast
cereals, fruits), flavoured products containing tasty ingredients (vanilla, chocolate, fruits, ...)
Discriminator
The most compelling and competitive reason for the target consumer to choose the Brand.
-
We are the most authentic: we have always believed in the goodness of plant
nutrition, for you and the planet. We were the first to believe it 30 years ago and we
believe it now more than ever. That’s why you can trust Alpro to offer the most tasty
and accessible range of plant-based products.
Essence
The distillation of the Brand’s genetic code into one clear thought, a thought you would be
proud to put on your T-shirt
Enjoy plant power

The pride to believe in the power, the strength of plant-based nutrition for you
and the planet, as a positive choice

Expressing the inspiring, pioneering nature of the brand : we are on a mission
for better food, we are passionate and confident on our offer, no longer will we
be apologetic that we “aren’t quite dairy”.
Essence
The distillation of the Brand’s genetic code into one clear thought, a thought you would be
proud to put on your T-shirt
Enjoy plant power
STRATEGIC PRIORITIES
Key priorities to walk the path to growth
Enjoyable
unique taste
experience
Right target Right
message
Right context
Brand
Desire
Create a
multi category
food brand
OWN and
Leverage
Plantgoodness
Build a strong brand through a strong
communication architecture
Work on 2 levels
AGENDA
I. Our journey continues
II. Key achievements of the last months
III. Our Alpro brand vision & strategic priorities
IV. Meet our target – Caroline
Who’s Caroline?
Context
Starting Point
• Attitudinal target from brand key
• Based on input from research input on target
Need
• An inspiring & clear vision on ‘target person’ for internal & external usage
• Based input from local and divisional marketing in Passion Radar
What
does
she
do?
Who
does
she
spend
time
with?
Where does
she go to?
Enjoy life to the fullest
INSPIRE MY
BODY, MIND
& SOUL
• Discovery, challenging
& inspiring
• Experience
• Including physical
activity
• Well-being
• Feeling of mental
and/ physical
satisfaction
Enjoy a touch of nature
SIMPLE
CREATIVE
COOKING
A touch of esthetics in
everything I do
• Natural ingredients
Sharing & living
experiences
With a twist
• Easy to make
(ingredients & timing)
• classics with a twist
• Possibility to include
personal touch
• Surprising