Mini failure factors. Expectations Fisherman’s Friend Image.

Mini failure factors

Expectations

Expectations

Expectations

Fisherman’s Friend Image

Categoryvalues

Categoryvalues

Categoryvalues

Categoryvalues

Category likes/

dislikes

PROfreshmood board

Draft design

Fisherman’s Friend Pro Fresh

Norway, Holland, Germany

January 2010

©2009 Healthy Marketing Team. All Rights Reserved.

You need a solid step by step process to transport the insights from consumer data to brand design:

HMT Healthy Innovation Process

Step 1

CategoryDirection

Step 2

BrandAcceleration

Step 4

TestingConsumer concepts

What game are we playing in?Where to play?

Categorypositioning

roadmap

How to play?Which conceptsfit your brand?

Defined brand& data-proven

concepts

What will it look like on-shelf?

Tested conceptsready to roll

Finished productson shelf

Step 5

DesigningIdentity & products

Ongoing

ConsumerResearch

ConsumerTrends and

Market data

Step 3

PrototypingProduct concepts

What is the taste and

does it fit the

concept?

BRIE

F

Products with flavour and

taste

Which concepts consumers willbuy?

FourFactorsTM

From Theory to Award-winning Practice

Concept 3: Fresh fries

WHO NEED THE PRODUCT

Who: Investors

When: With Family

Why: Traditional meal

Flavour

INGREDIENTS

Cutting back on SALT/ FAT

Especially SATURATEd FAT

Trend to FARMERS MARKETs

BENEFITS

From nature

Lower fat

Tasty

Full of flavour

BRAND

Natures goodness

Field/farm fresh

Provenance

Heritage

– “Better targeted products,

– faster to market”

Our promise

What is scary about this?

–Consumers have more reasons than ever to REJECT your brand.

Motivation vs Permission

– Consumers motivated by needs and benefits

– Ingredients can provide a reason to believe

– And increasingly… a reason to reject

A new marketing reality

•RTB

•RTR

Part 1: Research & Findings

Profresh Breath Mint Concept and Taste TestNorway, Holland, Germany

January 13, 2010

Fisherman’s Friend

The Concept

You want to have fresh breath

• Introducing Fisherman’s Friend Pro Fresh breath mints, with breath-freshening herbs

• Instant and long-lasting mouth refreshment that you can take anywhere

• From a brand you know and trust – Fisherman’s Friend

• Comes in mint and fruit flavors

Flavors Tested– Blueberry/Pomegranate– Lemon/Lime– Vanilla Mint– Peppermint

• Measures of interest include:– Overall Taste– Flavor (Sweetness)– Intensity of Flavor– Refreshing– Long-lasting– Product Fit with Brand– Purchase Intent– Overall Rating

Pricing Summary

Norway Holland Germany

Tic Tac* 1.89 1.99 1.10

Smints* 1.60 1.50 1.00

Frist* 1.10 NA NA

King* NA .75 NA

Wrigley’s Airwaves* NA NA 1.79

Vivil* NA NA .95

Wilhemina* NA 1.90 NA

Market Average 1.53 1.53 1.21

Pro Fresh Range 1.22-1.84 1.00-1.50 1.50

(Euros)

It appears that the ProFresh concept can carry a premium price position in both Norway and Germany, but consumers see the price range in Holland as more parity.

* Actual in store price survey via HMT

Flavor Summary• Based on key metrics (“taste”, “sweetness”, “intensity”, “refreshment”, “duration” and “product fit”), Peppermint is the preferred choice across all geographies, followed by Mint Vanilla and Lemon-Lime ( which are comparable) and lastly Blueberry Pomegranate.

• While Blueberry Pomegranate scores lowest overall, it appears to exhibit a strong “love-hate relationship+ in Norway- with high polarization on the Overall Rating (equal % rating in both the highest and lowest levels) This suggests it may have some strong strategic role that builds on the Fisherman’s Friend flavour imagery and provides competitive distinction.

Lemon/Lime Blueberry Pomegranate Peppermint Mint Vanilla

3 country Total 3 4 1 2

Norway 2 4 1 3

Holland 4 3 1 2

Germany 3 4 1 2

Munich 3 4 1 2

Frankfort 2 3 1 4

Rank based on numerical score of key metrics

Flavor Summary• Interestingly, the average Top 2 Box Purchase Intent scores of the flavors by country

parallels the ranking and total scores for the concept key metrics (Purchase Intent, Believability, Uniqueness, and Liking).

Concept Key Metric Total Points Average Flavor Top 2 Box Inclination to Buy

Germany 184 53

Norway 163 48

Holland 138 41

Flavour Summary

Lemon-Lime Blueberry Pomegranate

Peppermint Mint Vanilla

Norway 43%•More natural•Less Sweet

45%•Too chemical/artificial•Less sweet•Less fruit•Too sour

24%•Stronger•More mint

43%•Stronger•Too Strong•Poor combination

Holland 58%•Less fruit•Poor combination•More mint

56%•Too chemical/artificial•Too sweet•Poor combination

37%•Too strong•More mint

44%•Poor combination•Don’t like vanilla

Germany 26%•More mint•More natural•Sweetener

32%•Too sweet•More refreshing

33%•Sweeter•Less intense•Milder•Too hot

30%•Less sweet•More sweet•More mint

Rejecter Open ends

Consistent top 3 favorable open ends are “Fresh”, “Tastes Good”, and “Long Lasting”.

Brand Imagery for all Brands: Norway

Q8.1 Thinking about brands of breath mints, please select which ONE BRAND best represents the following attribute:

Total Respondents

0%

10%

20%

30%

40%

50%

60%

70%

80%Well-known established brand

Effective

Backed by pharmaceutical heritage

Strong taste

Freshens breath

Clears the throat

Reliable

Unique taste

Sugar-free

For someone like me

Modern

Provides cough relief

Honest

Refreshing

Fishman's Friend Pro Fresh

TicTac

Mentos

Smint

Frisk

• Fisherman’s Friend clearly wins in Norway, where its heritage is so strong; Frisk is the only brand that is slightly competitive, beating Pro Fresh on Freshens breath and right behind Pro Fresh on Refreshing

NO

RWAY

Brand Imagery for all Brands: Holland

Q8.1 Thinking about brands of breath mints, please select which ONE BRAND best represents the following attribute:

HO

LLAND

Total Respondents

0%

10%

20%

30%

40%

50%

60%Well-known established brand

Effective

Backed by pharmaceutical heritage

Strong taste

Freshens breath

Clears the throat

Reliable

Unique taste

Sugar-free

For someone like me

Modern

Provides cough relief

Honest

Refreshing

Fishman Friend ProFresh

TicTac

Mentos

King

Smint

• Holland consumers provided the most diverse brand imagery; as in the other countries, Pro Fresh inherits traits like Strong taste and Cough relief from its parent brand; Tic Tac and Smint are known for a completely different set of attributes – Smint is notable for owning Sugar-free and Modern, while Tic Tac has strengths in reliability and well-known brand.

Brand Imagery for all Brands: Germany

Q8.1 Thinking about brands of breath mints, please select which ONE BRAND best represents the following attribute:

GERM

ANY

Total Respondents

0%

10%

20%

30%

40%

50%

60%

70%Well-known established brand

Effective

Backed by pharmaceutical heritage

Strong taste

Freshens breath

Clears the throat

Reliable

Unique taste

Sugar-free

For someone like me

Modern

Provides cough relief

Honest

Refreshing

Fishman Friend ProFresh

TicTac

Mentos

Smint

Wrigley Airwave

Wrigley ExPro

Vivil

• All other brands are masked by the strength of Pro Fresh and Tic Tac; Wrigley Ex Pro owns a single brand equity attribute: Backed by pharmaceutical heritage

0%

10%

20%

30%

40%

50%

60%

70%Well-known established brand

Effective

Backed by pharmaceutical heritage

Strong taste

Freshens breath

Clears the throat

Reliable

Unique taste

Sugar-free

For someone like me

Modern

Provides cough relief

Honest

Refreshing

Fishman Friend ProFresh

TicTac

Brand Imagery for ProFresh and TicTac: Germany

Q8.1 Thinking about brands of breath mints, please select which ONE BRAND best represents the following attribute:

GERM

ANY

Total Respondents

• Fisherman’s Friend Pro Fresh imagery is built upon cues from the original brand: Strong Taste, Clears the Throat, Effective

• Tic Tac is weaker on most attributes, but beats Pro fresh on reputation and matches it on honesty, relevance and reliability

Part 2: From Research to Results

Where to play?

How to play?

Who will buy it?

How to play?

FourFactorsTM

FourFactorsTM

From Theory to Practice...

Concept 3: Fresh orange juice

WHO NEED THE PRODUCT

Who: Investors

When: With Family

Why: Healthy breakfast

Flavour

INGREDIENTS

Cutting back on SUGAR

Especially SATURATEd FAT

Trend to FARMERS MARKETs

BENEFITS

From nature

Natural sugar

Tasty

Full of flavour

BRAND

Natures goodness

Field/farm fresh

Provenance

Heritage

Communicating the desired positioning…(to a tired retailer)

– For...

– Fisherman's Friend Pro Fresh is the...

– Which gives the most...

– Because of...–

Target group

Place yourself in the category

What only your brand can do

(reason to believe) – competencies, brand and ingredients

Snappy summary proposition: (EG: Game of the Gods)