Van den kommer delivery fe zn

Marcelle van den Kommer

Marketing invisible traits

Delivering iron/zinc crops: an invisible nutrient

First Global Conference on Biofortification9 November 2010

Content

Content

Invisible traits: an issue?

From attribute to aspiration: what are we selling?

Building trust; the role of branding

Marketing to BOP-consumers

Increasing adoption

The marketing process

Summary and conclusions

Invisible traits

Some of HarvestPlus’ biofortified crops look different from the standard….

Some do not.

Should that be a concern?

Many food products have invisible traits!

Invisible traits

So why do consumers buy products that look the same but promise something different?

These products deliver something they want Same products – easier to fit into life They believe the promise and trust the sender

So:1. How do we get consumers to want our products?2. How do we generate belief and trust? Can branding help?3. Any specifics for base-of-the-pyramid (BOP) consumers?

Invisible traits

Brand proposition

Values

Goals

Product Product characteristics

Benefitswhat the products Benefits

Consumer

Product

ad 1. Products are means to an end for consumers

Contains zinc and iron

Improved health, income

Strong, healthy family

Be good parent / person; esteem

Example:

Brand proposition: our promise

ad 1. People have the same aspirations around the world

Example: Unilever lifegoal model

Extensive consumer research has shown people have the same lifegoals around the world – only the meaning of these goals may differ.

Most successful brands connect to consumer lifegoals and values.

Brand proposition

Brand identity

ad 2. Building trust takes time and consistency

• The product comes from a trusted source: Key influencers: People from the community

Role modelsExperts……..

Trusted (co-)brand

• Evidence

• Open and consistent communication over time, on a rational, emotional and moral level.

ad 2. A brand identity can take many different forms

A brand identity can be linked more or less explicitly to:

The brand’s promise

The brand’s benefits

The product’s attributes

Visual brand elements: graphics, colour, logo

No brand strategy / generic product

Building trust quickly: use a trusted sender.e.g. miller uses his name/brand; crop is mentioned as “Intel inside”.

Brand identity

ad 3. Marketing to BOP-consumers: providing security

Key risk in changing varieties:food and income security.

Positive drivers: involvement - farmer participatory breeding – demonstration fields good access to planting material – free/subsidized samples increased farm revenue through increased production or

improved production efficiency added economic value from improved end-use quality and development of markets for both the harvested biofortified crop(s)

and any processed products made from them.

BOP

BOP

ad 3. Marketing to BOP-consumers: education

Key issue: limited awareness and knowledge about the link between food and health.

HarvestPlus crops: in general no practices need to be altered or new skills taught.

So: Is improved revenue not enough a driver? Do we need to talk nutrition?

Yes!Visible traits: positive, neutral, negative image.Invisible traits: avoid misperceptions about having altered food

without consumers’ knowledge.

-> explain, educate, inspire!

Adoption

Behaviour change model: how to increase adoption

Knowledge

Liking

Product Conviction

what the products Preference

Awareness

Adoption

Cognitive – relevanthealth/strength <-> impact nutrition

Emotional –connecting

Action

Marketing

The marketing process

Brand development

Brand strategy

Brand activation

The fundament:Consumer insights

target groupbenefits

Brand propositionBrand identityCreative idea

Deciding levers:ProductPackagingPlace / distributionPricePromotionComms strategy

Into the market:Adoption modelTrainingCommunicationPromotion

Summary

Summary

Marketing invisible traits is not new.

Consumers around the world have similar aspirations.The brand proposition best to connect to consumers’ goals and values.

Brand identities come in many forms. A trusted source such as key influencers or a brand help building trust, together with consistent communication.

For BOP-consumers ensuring food and income security is key.

Education about food and health is necessary for increased adoption for both visible and invisible traits.

There are 3 stages in successful marketing: brand development, strategy, activation.