食品・飲料ブランドのロイヤルティ戦略

Winning Strategies for Food and Drink Brand Loyalty: Effective consumer engagement, communication and innovation

発行	Business Insights
出版日	2006年12月	商品コード	47713
ページ情報	英文
価格	US$ 1,910 換算 ¥ 153,697 (税抜) PDF by E-mail (Single User License) US$ 7,163 換算 ¥ 576,406 (税抜) PDF by E-mail (Global License)

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原文目次

Abstract

Brand loyalty is changing, under threat from the growth of private label and more promiscuous consumer purchasing habits. Food and drinks companies are beginning to question the strategic value of building brand loyalty over driving customer acquisition. While advertisers traditionally channel investment into brand awareness to capture the third to a half of customers unsure of which brand to buy, innovation and new marketing approaches provide the key to effective customer retention and profit growth. Winning Strategies for Food and Drink Brand Loyalty: Effective consumer engagement, communication and innovation is a new management report published by Business Insights that examines some of the key challenges to brand loyalty and provides actionable recommendations for strategic responses, drawing on opinion leaders? ideas, best practice, case studies and a proprietary survey of top executives in the industry. Enhance your strategies for building and maintaining brand loyalty using the actionable recommendations provided by this new report.

Executive Summary

Defining brand loyalty
Challenges to loyalty
Building loyalty
Case studies
Industry survey
Conclusions

Chapter 1 Defining brand loyalty

Summary
Introduction
Defining brand loyalty
The changing nature of loyalty
Less loyal
A relationship over time
Big brands have the advantage
Not just about hunger
Measuring loyalty
A range of approaches
- Tracking what consumers do
- Asking what consumers think and do
- Adding in brand emotion
Linking to financial performance
Measuring for real benefit

Chapter 2 Challenges to loyalty

Summary
Introduction
Driven by desire
Consumer cynicism
Too much choice
- Less time
- Less attention
- Less belief
- Less structure
Nuisance ads
Premiumization and price shopping
Premiumization
Price shopping
- Promotional activity and price competition
Private label
Substitution
Decision-making at the shelf

Chapter 3 Building loyalty

Summary
Introduction
Getting the basics right
Product innovation
Defining your market
Targeting
Outsourcing innovation
Inspiration
- Mass DIY customization
- Occasion-specific
Packaging
Not just the product
Marketing innovation
Portfolio management
Brand strategy
- Authenticity
- Brand as identifier
- Part of the popular culture
Marketing to kids
Other marketing actions
- Communicating
- Relationships
- In the right place at the right time
- Pricing and deals
Building Loyalty Checklist

Chapter 4 Case studies

Summary
Introduction
Case study 1: Procter & Gamble (P&G)
Company Overview
Goals & strategy
Initiatives contributing to loyalty
- Consumer focus
Consumer insight
- Word of mouth marketing
- Innovation
- Communicating
Learnings to take away from P&G' s approach
Case study 2: Innocent Drinks
Company Overview
Goals and strategy
Initiatives contributing to loyalty
- Branding
- Communications
- Product innovation
- Distribution
Learnings to take away from Innocent' s approach
Summary

Chapter 5 Industry survey

Summary
Introduction
Research methodology
Key Findings
Overview
Demographics of loyalty
Factors impacting loyalty
The rise of premium private label
Category differences
Strategies for improved brand loyalty
Survey summary

Chapter 6 Conclusions

Summary
Introduction
The future of brand loyalty
Key strategic recommendations
Focus
The fundamentals
Be more than just another product
Authenticity
Better targeting
Leveraging technology
Currency
Don' t count on it
Appendix 1.
Five-level Brand Leadership Model - January 20, 2006
- Level 1 - Proprietary goods
- Level 2 - Branded products
- Level 3 - Positioned brands
- Level 4 - Identity-building brands
- Level 5 - Mythological brand
Index

List of Figures

Figure 1.1: High involvement purchase decisions weigh more heavily on consumers' minds
Figure 1.2: Building loyalty at every encounter
Figure 1.3: Loyalty graphically represented
Figure 1.4: Increasing stakeholder value
Figure 2.5: Consumers are confronted with too many choices
Figure 2.6: Working hours stabilize, but "harriedness" grows
Figure 2.7: Local brands grow in popularity
Figure 2.8: Tremor' s Teen Panel
Figure 2.9: Relative purchasing powering selected European states
Figure 2.10: Growing income inequality in Europe
Figure 2.11: What constitutes a premium product?
Figure 2.12: Transparent offers most attractive
Figure 2.13: Increasing share of private label
Figure 2.14: In-store examples
Figure 3.15: Most common obstacles to innovation
Figure 3.16: Yoplait Essence Yogurt Drink and Purple Machine Superfood 100% Juice Smoothie from the Naked Juice Co.
Figure 3.17: H2O Pia Flavor Infusion Naturally Flavored Water Beverage and Campbell' s Microwaveable Gravy
Figure 3.18: Promoting the umbrella brand
Figure 3.19: One model of brand leadership
Figure 3.20: American Pie
Figure 3.21: What makes it Fairtrade?
Figure 3.22: Top European Fairtrade markets
Figure 3.23: Ethical luxury
Figure 3.24: Example kids branded website with game
Figure 3.25: Tactics employed on kids' websites
Figure 3.26: Creating a buzz
Figure 3.27: A flood of groceries through Amazon
Figure 4.28: The five phase Tremor Process
Figure 4.29: Amplifying the message
Figure 4.30: Connect & Develop successes
Figure 4.31: Beinggirl.com (UK)
Figure 4.32: Lesfilles.com (France)
Figure 4.33: Mr. Clean Bathroom Explorer
Figure 4.34: P&G' s Health Expressions
Figure 4.35: Innocent Product Range in 2006
Figure 4.36: The first Innocent ad
Figure 4.37: Grass-covered vans (at Fruitstock)
Figure 4.38: The Innocent blog
Figure 4.39: Smoothies for kids
Figure 4.40: Appealing to kids
Figure 5.41: Level of consumer loyalty towards mainstream food and drinks brands now and in the next 5 years 150
Figure 5.42: Loyalty of different consumer groups to mainstream food and drinks brands 151
Figure 5.43: Increases in various factors and their impact on brand loyalty 152
Figure 5.44: Changes in the level of loyalty towards different types of brands over the next 5 years 155
Figure 5.45: Levels of consumer loyalty to brands in food and drinks categories 156
Figure 5.46: Views on loyalty 157
Figure 5.47: Respondents' definition of their marketing strategies towards their brands 158
Figure 5.48: Strategies to promote consumer loyalty 159
Figure 6.49: Duchy Originals trades on its heraldry 172
Figure 6.50: Putting it together 173

List of Tables

Table 1.1: Long-lived brands
Table 1.2: Behavioral & attitudinal approaches assessed
Table 2.3: Examples of evolving private label
Table 2.4: The value of eating out in foodservice channels (profit sector), by country (US$ billions), 2004-2009
Table 3.5: Shift in thinking
Table 3.6: Number of annual in-home and out-of-home breakfast, lunch and dinner occasions, country (billions), 2003-2008
Table 5.7: Most effective at retailing customer loyalty