Insights about the bumping road to start a new brand in China. Proposition: Beauty Inside Out, Port folio of healthy and added value food products from Crete.

2. THE CHINA CASE
Henk Terol

3. Content Branding process
• Olive Oil Market, international possibilities (focus China)
• Consumers demands
• Competition and shelve opportunities
• Distribution analyses
• Positioning and brand analyses
• SWOT
• Values end users
• Values distribution partners
• Target group analyses
• Favourite colour analyses young female decision maker
• Mood boarding
• Creative brief
• Creative outcome
• Result test in Middle East and China

4. The start just before Olympic Games
Beijing 2008
• CHINESE OLIVE OIL MARKET: Let’s numbers talk…
• Since 2001 the average proportion of import olive oil has been keeping the increases over
70% per year (13,000 tons in 2007).
• Last year import of extra virgin olive oil increase 141%
• With the same rate, till to 2011 it will be over 100,000 tons.
•
• CHINESE OLIVE OIL MARKET: Let’s money talk…
• $894 million in 2005
• $1.3 billion in 2010
• (Packaged Facts forecast)

5. Important insights

6. Situation mid 2008
• Olive oil market diversification in two segments
– Local develop brands owned by Chinese suppliers (bulk supply)
– European suppliers from Spain, Italy and other Med countries
• Olive oil market is common, without any brands who makes the differences
• Mostly price fight on the shelves
• All chains deliver the same brands

7. Market needs new initiatives
from international brands
whose professionalize olive oil
market/category management
International Olive Oil in Asia and Middle East is not yet arrived as a
professional market with a category management strategy who brings three
levels of pricing and brands.

8. International Market potential
 Size / volume
 focus country, not yet numbered but huge
 Growth,
 in focus countries yearly increasing use of olive oil, cosmetics based on olive oil,
recognizing added values healthy food
 Buy Reasons ,
 end users recognize added values of Greek food products in general and olive oil in
particular,
 Greece food have quality image, tourist b.e.
 Russia are more and more interested in Greek food products,
 Chinese culture back ground fits in their opinion into the living standards of their live
style,
 India is olive oil cosmetic user, growing economic who is a big advantage,
 Arabic countries starts their investigation in parts of the port folio of Cretan Treasure
products

9. Trends and opportunities

10. Consumer requests

11. New food concepts
Top issues of the Chinese (young) people?

12. What Crete can deliver

13. Competition
 By country competitors, a lot of international and local
brands
 Distribution shares, not yet available
 Functionality, quality versus price, low quality, discount
prices, but developments in better quality are improving
 Height barriers, distributors needs long decision making
steps
 Low step out barriers, not yet presence

14. Who’s are the distribution channels build up?

17. Opportunities

18. MARKT-
DEFINITIE
DE CONSULT BRANDGUIDE™ GEWENSTE
RESPONS
HET INSTRUMENT OM DE POSITIONERING
VAST TE LEGGEN
INTERNE WAARDEN EXTERNE WAARDEN
BEWIJSVOERING
CATEGORIE-
VOORWAARDEN
KERNPROPOSITIE
WAARDEPROPOSITIE
MERKPERSOONLIJKHEID
KERN-
DOELGROEP
VERANDERINGEN
PAGE 18 | BRANDASSET™ VALUATOR  CASE

19. POSITIONERINGSGRID:
LUXE EN UITGESPROKEN STERKE WAARDES
Ruig
Uitgesproken
LionGedurfd Voor de elite
Dynamisch Trendy
Charmant
Stoer Uniek
Balisto Twix Vooruitstrevend Chocotoff
Anders Lila Pause Toblerone Glamour
Energiek
Ingetogen Beste in zijn soort Geniet aanzien
Leuk Vernieuwend
KitKat Bon Bon Bloc Afstandelijk
Zorgeloos Nuts
Snickers Waar voor je geld
Bounty Klasse/allure
M & M`sOrigineel Prima kwaliteit
Fun Eenvoudig
Stijgend in populariteit
Lindt
Luxe
Milky Way Authentiek/echt
Smarties
Aardig Mars
Intelligent Côte d`Or
Kinder Gezond Sensueel Nuchter Hoge prestatie Vooraanstaan
Milka Geld meer dan waard
Kan je van op aan
Droste d
Maatschappelijk betrokken Traditiegetrouw
Sympathiek
Delicata Nestlé
Met zijn tijd mee Klantvriendelijk Vertrouwen waard
Sociaal
Klantgericht Beleefd
Eerlijk/oprecht Verkade
Rationeel Onafhankelijk Toonaangevend
Base: Nederland 2000. Totale bevolking (18+)

20. What if Cretan Treasure… ?
a. Introduce Products with healthy and care proposition for
young female
o Would position a line of products as
healthy and care for in and outside values for young educated
buyers;
o Would introduce a port folio with special selected Cretan
products during the day program based on the ;
“Mediterranean Diet” life style
o Would introduce;
“Morning start with herbs and honey for the energy start”
“Afternoon wine and dinner preparation ideas(recepies)
o Would introduce:
“The Cretan Beauty Inside Out lifestyle program
o

21. Cretan Treasure: Series philosophy
– The dominant idea in Cretan Treasure series:
Selecting and offering the most important traditional Cretan products in one package
– Philosophy:
• Products produced exclusively in Crete
• Products representative of the Cretan Tradition, culture and nutrition
• Products of certified higher quality
• LEADER of the products of Cretan Treasure in ‘Mediterranean Diet’

22. Products
1. Cretan Treasure Platinum
2. Cretan Treasure Classic
3. Cretan Treasure Amphora
4. Cretan Treasure Red Wine
5. Cretan Treasure White Wine
6. Cretan Treasure Honey
7. Cretan Treasure Herbs
8. Cretan Treasure Tsikoudia
9. Cretan Treasure new packaging concept for all products
10. Cretan Treasure present boxes

23. Cosmetics
Olive Moisturizing Skin Cream

24. SWOT
Changes (external) Threaths (external)
· Export · No actions
New clients activities · Ampathy
· More product categories · Attitude & Mentality
· More values for invest in brand · Fear for new steps
image and visibility · Strong competitors
· Spain focus mass market productions
Strengthens (internal) End 2009 all existing client to be inform To start directly: To investigate the
Motivated CEO and Founder them about CT initiative and to introduce opportunities for new employees to support
· Strong back office website. January 2010 starts directly with the preparations of the introduction and to
· Good marketing & sales communication on several levels to start the relationship with our current
support(2010) potentials in China, India, USA, Russia, contacts.
· Good support of the BU leader(2010) Arabic countries with packaged possibilities
for wealthy end users
Weakness (Internal) To change and improve skills of staff and Start new Business model and make people
· Financial situation MT July till December start training and responsible for own businesses to improve
· Weak and not active commercial education programs. financial situation. Implement key account
vision and strategy system with regularly actions, reports, each
· Not enough clients Build Dbase next months and research the
· Not positioned company and brands market. Make clear if not, to be out.
with a strong marketing & sales
oriented back ground

25. AIMS
Critical Success 2010 2011 2012
Factors
Well knowing brand low Customers satisfaction End users satisfactions
Brand knowledge end low In retail its better End users start to use
users in habits
Image of CT brand low Improve in 10% retail 25 retail/10% end
users
Services CT agents/ Low Start to discover, Choices about our
retail different service map
Website Low viewers Search engine is Good amount of
working well visitors regularly

26. Cretan Treasure: Basics values
• Promises – Quality guarantee
• Selection of the most excellent • Selection of our collaborators
products with strict criteria
• Insurance of quality – Investment on • Certification of our co-operators
quality from international
• Flexibility in creating new products organizations
according to the needs of the market • Experience – Know–how
• Expand of co-operations in a • Professionalism
worldwide level • Consequence
• High quality services • Personal relationship
• Vision
• Final product of certified higher
quality

27. Brand values for end users
Brand value: Care the of the body: Inside
 Vain
 Heart
 Lever
 Stomach
 Decrease Cancer
 Decrease Alzheimer
 Decrease Parkinson
 Its cleans the vain and air system

28. Brand values for end users
Brand value: Care of the skin: Outside
 Skin
 Aging
 Protect for sun and pollution
 24 hours
 In the daytime
 In the night time
 Deliver good body feeling
 Outside Beauty

29. Brand values for distributors
Retail Importers
• Loyalty opportunities • Valued proposition for
• dBase marketing special distributors:
– Webshops
• Tastings and shelve
promotions

30. Cretan Treasure Creates Added Customer
Value
Best
Customer
Profile
Identify
Up-Sell
Best Suspects
Return on Customers
Target Acquire with
Investment intent to keep
Prospects
Loyalty Acquisition
Cross- Existing First Hot
Sell Customers Experience Prospects
Management Convert
New Customers
Keep Reinforce Brand Choice
with intent
to profit

31. The Relationship Management Continuum0
• Like life, customer relationships follow patterns
• Recognize the phases of a customer’s relationship
• Respond with appropriate tactics
Acquisition Loyalty Management
Introduction Courtship Honeymoon Daily Life
• Consumer • Sustain • Solidify • Grow
introduced to awareness and relationship relationship
the brand interest
• Incent trial
Lose
Interest
• Recognize it’s
Try Part
happening Again Company
• Reemphasize • Give up when it
what matters to makes sense
them

32. The Relationship Management Toolkit
Segmentation
Categorizes customers
around common
wants/needs
Customer Value
Model
Estimates of the
customer’s
actual/potential
financial contribution Satisfaction
Monitor
Tracks the customer’s
brand/product
Loyalty experience
Framework
Assesses behavioral and
attitudinal relationships
to the Brand

34. From current brand to new
international brand approach

35. Favourite Colour search for young female
• Women prefer brands whose ads mirror their own identities
• Real women respond more favourably to a brand if its adverts mirror their own
identities, an ongoing survey which canvassed the opinions of 2,000 women in
the UK, US, China, India, Canada, Brazil, Kenya and Jordan revealed.
• The study challenges the advertising world's perennial reliance on young, white
and extremely thin models.
• However, advertisers cannot simply enlist a few fuller-figured models, says Ben
Barry, who is carrying out the research at Cambridge University’’s Judge
business school: “In general, people have a more favourable reaction to brands
that show models who represent people’’s age, size and background.
• “It’’s not necessarily enough to show one component which is similar - people
really wanted to see someone who represents them in all three factors.”
• To reach the conclusion, Barry commissioned advertising agencies to produce a
number of realistic print campaigns for products, including consumer and
luxury goods, reports the Guardian.co.uk
• Half were made using what the study termed “traditionally attractive models” -
aged 16 to 24, white and around US size zero, the equivalent of a UK size four.
• While the remaining pictures included “realistically attractive models” of a range
of ages, races and shapes.

36. MOOD BOARD OUR TARGET GROUP

37. Favourite brands
Women's Luxury Women's Luxury Women's Luxury Women's Luxury
Lifestyle Brands Lifestyle Brands Lifestyle Shops Lifestyle Shops
Emilio Pucci Baccarat Saks.com wine.com
Fendi Dior eLuxury.com Kate Boutique
David Yurman Bollinger Neiman Marcus Forzieri
Agent Provocateur doo.ri Yoox Bergdorf Goodman
Moët & Chandon Diane von Jake Net-a-Porter.com
Kate Spade Furstenberg Barneys Revolve
Sonia Rykiel Emilio Pucci Bluefly Standard Style
Versace Milly Ron Herman Boutique
Roberto Cavalli Alexander McQueen Blue Nile The Pink Slip
Louis Vuitton Michael C. Fina

38. Cretan Treasure new packaging concept for all products

49. tv print
radio dialoog
outdoo contact
r
webvertising informatiesite
e-mail, sms,
virals
infotools
direct mail aantrekkelijk, intelligent, open, Q&A
inspirerend transparant,
game infotainment
leuk
discussie brochures
customer
relationship producten
management duurzaam, bevredigend,
helpdesk loyaal, lonend creatief, innovatief diensten
acties
eigen profiel
incentives
customizing
formules
upselling
transacties
cross-selling

50. eindwaarde
MGM-
lidmaatschap/ actie
Duurzaam- aandeel beloning
heid 24% - 3%
nieuwsbrief
promoti
Conversie e
proefgebrui
incentive k 35% - 6%
41% - 15%
site
beurs,
Begrip/voorkeu infotool event
r q&a brochure
(e)DM
PR
Awareness online marketing 0% - 76%
massa
rtv, print,
outdoor
doelgroep + mindset +
media/kanaalgebruik

51. Cretan Diet and food

52. THANK YOU
Henk Terol
Henk.terol@admarcom.com
Tel: 0031 75 6123987
M: 0031 654977703
Website:
http://www.admarcom.com