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National Pork Board Re-branding Campaign Spring 2011

National Pork Board Re-branding Campaign Spring 2011. Retail Marketing Mission. To fundamentally change the way retailers think about fresh pork by increasing strategic retail partnerships, providing information driven business solutions and effective, consistent communication.

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National Pork Board Re-branding Campaign Spring 2011

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  1. National Pork BoardRe-branding CampaignSpring 2011

  2. Retail Marketing Mission To fundamentally change the way retailers think about fresh pork by increasing strategic retail partnerships, providing information driven business solutions and effective, consistent communication

  3. Business Goals for 2014 +10% Points Juicy, Tender, Flavorful +10% Fresh Pork Eatings +10% Real PCE Behavior Attitudes 3 3

  4. We Are

  5. Consumer attitudes toward pork From our Consumer Segmentation Research Study

  6. Confirmations And Encouragements… Fresh pork is not consumed at the same rate as beef or chicken Processed pork is consumed at very strong rates Pork doesn’t have a focused, strong rational or emotional connection with the general consumer marketplace

  7. Americans Enjoy Pork Percent of U.S. Households giving each cut a top-three box rating for “Enjoy” *1-10 scale Source: NPB Consumer Segmentation Study, 2010

  8. Pork is Flavorful • Just as flavorful as Beef & Chicken • 63% of U.S. households say Pork such as Loins, Tenderloins & Roasts are flavorful – not significantly different from the other proteins • 67% say Bacon, Ham & Sausage are flavorful – higher than Beef & Chicken Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores

  9. And Satisfying Too • 65% of consumers find Pork such as Loins, Tenderloins & Roasts satisfying • 61% say the same about Bacon, Ham & Sausage Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores

  10. Pork is a People-Pleaser 52% of consumers say Pork Ribs, Loins, Tenderloins & Roasts are something everyone enjoys 48% say the same about Bacon, Ham & Sausage Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores

  11. Pork is Healthy & Safe Only 10% of U.S. consumers limit the number of times they eat pork because of fat and sodium Only 5% limit consumption because of worries about safety Worries about safety and undercooking are very comparable to Chicken and Beef Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores

  12. And Can Be Enjoyed Pink 22% of U.S. households like their pork chops, loins and tenderloins cooked to “Medium” 38% like pork cooked “Medium Well” 39% like pork “Well” Source: NPB Consumer Segmentation Study, 2010 - Top Three Box Scores

  13. Consumers are open to Pork Consumers would eat more pork if… • They had more recipes for preparing pork quickly on weeknights (36%) • Cooking instructions were provided on pork packaging (35%) • They knew certain cuts of pork were comparable to chicken breast in terms of fat content (33%) or nutritionally very similar to other meats (25%) • They knew it could be cooked to medium (25%) or slightly pink center (25%) • They saw more pork items on restaurant menus (22%)

  14. Medium/Heavy Pork Users Account for 27.7% of Households Source: NPB Consumer Segmentation Study, 2010 Medium /Heavy Light Super Light AFH Only Non-Users FRESH At Home FRESH Away PROCESSED Away U.S. HHs PROCESSED At Home And account for 78% of the eating occasions for fresh pork at home in the past 2 weeks

  15. determiningthe new pork target

  16. Targeting Questions • Who are our most committed customers? • Can we still grow with them? • Drive at-home fresh pork consumption • Build away-from-home fresh pork demand • Create a climate where processed pork can thrive • Can we find other consumers that share some of their behaviors and attitudes, and make them more committed to pork?

  17. New Pork Target Medium/Heavy Fresh Pork Eaters Enjoy all fresh cuts Confident preparing >2 cuts cuts 28% of U.S. Households Positive about pork, cooking, life Enjoy all fresh cuts 50% of all Fresh Pork Consumed Away From Home 68% of all Fresh Pork Consumed At Home

  18. Changing Behaviors Annual Fresh Pork Eatings Baseline Goal 2011 2012 2013 2014 Core 88 76 +3 +6 +9 +12 77 Positives 68 +1 +3 +6 +9 48 Confidents 42 +0 +1 +3 +6 10% Growth

  19. Understanding the New pork target

  20. What do they do? Love a good meal - with various proteins at the center, plus delicious sides Enjoy and recommend pork; fresh and processed, at home or away from home Enjoy cooking - for special occasions, weekend meals or weeknight meals Use lots of appliances - and a thermometer Search for new ideas Experiment See the glass half full; have fun

  21. How do they feel? Confident in cooking and in life Accomplished & Proud when preparing a complicated meal or when asked for a recipe Down-to-Earth in attitude Open to new flavor experiences, meal ideas, prep methods, and meat cuts Engaged in learning and trying new things, new ways to cook Content with their health and lifestyle Aware of fat and sodium, but doesn’t let that stop them from enjoying pork

  22. What do they value? Cooking New flavor and preparation experiences Creative expression Enjoyment Sharing meals with family & friends Giving to others Quality, respect, security

  23. How do they engage? With family and friends, first and foremost! Find meal ideas from watching cooking shows, searching the internet, browsing the supermarket and dining out at restaurants, reading magazines and newspapers

  24. Who are they? Women, and Men too Married, in a smaller household Both working full-time outside the home 35-64 years old College grad, making $50K-$99K per HH Any ethnicity, living anywhere Medium/heavy pork user Medium/heavy meat & poultry user A confident cook, but not a foodie

  25. Pork’s New Position

  26. Pork is the brand

  27. Consumer Need & Pork’s Position

  28. Pork’s Personality Unapologetic, assertive, optimistic, energetic, approachable, outgoing, a leader

  29. Pork’s “Voice” We are Pork. Deliciously, wonderfully, unabashedly Pork. We’re fresh inspiration, a family favorite, your weeknight go-to, the one you look for. We’re endless versatility. We’re fun in the kitchen, and we help you put your own spin on things. We know how to keep things simple and make things special.

  30. . . .Continued “Voice” We’re the aroma you can’t resist. The taste of backyard barbeques, Sunday dinners, casual get-togethers, and mid-week meals on the go. We’re your favorite dish at your favorite restaurant. We’re the sizzle. The bite. The taste. The savor. We are one great meal after another. We are. . . .

  31. Our Product Marketing Will… No longer rely on comparisonswith other proteins Embrace the flavor and versatility that is the product we love. . .And what chefs, food writers and everyday good cooks love! Celebrate the wide range of meals that pork offers Give new ideas to our best customers and influencers to increase frequency Movethe needle on pork sales both at retail and foodservice

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