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Building a brand in order to sustain its life cycle

Building a brand in order to sustain its life cycle. Fibrine. Luis Humberto Saldaña Lozano . Background. Product : high fiber food Family: Food/high fiber / cookies Attributes : high fiber, healthy Target: people over 55 in the UK . Brand : Fibrine

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Building a brand in order to sustain its life cycle

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  1. Building a brand in ordertosustainitslifecycle Fibrine Luis Humberto Saldaña Lozano

  2. Background Product: high fiber food Family: Food/high fiber/ cookies Attributes : high fiber, healthy Target: people over 55 in the UK Brand : Fibrine Atritubutes : The only large high brand, public is aware of the brand, strong brand Life cycle stage type: not steady Life cycle stage: past maturity

  3. SWOT • Product • Strengths : The product is healthy • Weakness: The product is not so tasty • Opportunities : People are trying to eat more healthy • Threats: Private labels are aware of market trends and are competing, also new products entering the markets are serving as substitutes ( not cookie based) Target market is decreasing in size Brand Strengths: The single large brand of the product range, the market is already aware of the brand Weakness: Brand has placed itself as a “helps you regulate” while the market demands inner health Opportunities : The market is moving towards an eat healthy idea and the brand has a representation of a healthy meal Threats : New brands are aware of this trends and are placing themselves as inner health products

  4. Known efforts • F plan Diet • This campaign in the 1980´s is what gave the growth to the brand in the 1980´s while falling in a stage of maturity. • The two week challenge • Eat any of the products of Fibirine for two weeks to feel the difference The brand is seen as a natural product part of a healthy diet

  5. Scenario • Fibrine has reached its mature cycle and it is declining, market changing behavior towards inner health, and more tastier products.

  6. Current Brand strategy • Fibrine • contains a variety of products that have been crushed in to one single campaign • Trying to reach the market as a whole Aided by the power of the brand • but concentrated the efforts in trying to convince people that they need Fibrine.

  7. Problemwiththecurrentstrategy • Campaign which most likely confuse the costumer in which of the Fibirine product should they buy… They all do the same thing?

  8. Segregation of the brand • Using the power of the brand but promoting the varity of products with different purposes to reach a larger market with specific needs. • We know that everybody is trying to eat healthier. But some are not willing to sacrifice flavor for wellness others will do it moderately and there would be people who might even eat grass to stay healthy.

  9. Whydoesthishappen • Beacusewedontknowwhathealthymeans…

  10. TaskstoDevelopthestrategy • We should separate the FIBRINE market into different clusters and analyze each cluster individually.

  11. Hypothesisonthetypes of markets • We divide the brand into 3 products ranging from high fiber and low flavor to low fiber and high flavor.

  12. Types of market of healthyfood • So we identify 3 simple types of segments • Healthy eaters, flavor is not an issue • Healthy eaters, would prefer a good flavor • Not so Healthy eaters, but are only willing to do it if taste good These are our new targets tobereacheachwith a seperatestrategy

  13. Campaignfocus • Wenowfocuson 3 diferentcampaignseachwithitsown targets tosatisfytheneeds. • FIBRINE “SUPER FIBER” – Eat me now… Love me later • FIBRINE “Thehealthygood taste” – Deliciouslyhealthy • FIBRINE “Taste with no guilt” – have a snack… its ok Thechallengeistochangetheprespective of themarket of fiber as a no taste foodonlyfromthosewhochooseto

  14. OUT COMES • Wewillhave a strongbrandthatoffers a variety of productsthat targets specificneeds of themarket.

  15. The 100 millionbudget • Step 1 Spend 20% of the budget in identifying the path of the 3 products market research. ( how tasty or how fibrous they have to appear) • Step 2 35% in the new designs for the packaging and testing • Step 3 45% in a mixed media strategy of TV radio and Internet

  16. Note • Marketresearchshouldaddresstoanswerthequestion • How many people fall into these segments and in which part of the graph should these products e placed?

  17. Conclusion • The brand Fiber needs oxygen to continue its life markets are growing and are changing in behavior groups are differentiating so should the brand´s products

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