Proposed Brand Extension for Hellmann's
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Our team was charged with creating a new product for Hellmann’s that would extend the brand beyond mayonnaise. To do this, we followed a multi-pronged approach that progressively led us toward a strategic decision that we believe will allow Hellmann’s to capitalize on their current brand meaning, while also creating new positive associations and gaining market share for the brand.
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Proposed Brand Extension for Hellmann's
- 2. Hellmann’s? 1. Picnic 2. Quality 3. Recipes 4. Delicatessen 5. Premium 6. Unhealthy 1. Product Recommendation: What does Hellman’s mean to
- 3. Brand Associations Strengthen Capitalize Weaken On Picnic Quality Unhealthy Recipes Premium Deli 1. Product Recommendation: Goals of the brand extension
- 4. Hellman’s Current Brand Messaging • Real, whole ingredients • Rich in Omega-3’s • 100% cage-free eggs • Adds versatility and flavor • It’s Time for Real Taste • http://www.youtube.com/watch? v=OOd-jIvGhwM 1. Product Recommendation: Hellma’s current brand message
- 5. Industry Trends • Ethnic Flavors • Spicy Food • Healthier Alternatives • Economical Ways to Add Variety • Desire to Enjoy Restaurant-Style Flavors and Quality at Home 1. Product Recommendation: Consumer needs
- 6. Strengthen: Picnic, Recipes, Deli Great Flavor Weaken: Unhealthy Real, Whole Capitalize On: Ingredients Quality, Premium ? Restaurant Ethnic Flavors, Spicy Experience at Home Food Healthier Alternative Add Variety 1. Product Recommendation: Brand Associations + Messaging + Trends
- 7. Hellmann’s Real Spreads “Bring Out the Best In Your Sandwich” • Enjoy a specialty sandwich anytime • Make an old favorite an exciting new experience • New category in condiment market • Fresh, all-natural ingredients • Launch flavors: Zesty Pesto and Spicy Chipotle 1. Product Recommendation: Hellman’s Real Spreads
- 8. Strengthen: Picnic, Recipes, De li Weaken: Great Flavor Unhealthy Real, Whole Capitalize On: Ingredients Quality, Premium Real Spreads Restaurant Ethnic Flavors, Experience at Spicy Food Home Healthier Add Variety Alternative 1. Product Recommendation
- 9. Market Analysis • Large and Growing Market • 2010 sales volume of 2 billion pounds and sales value of $4 billion • Predicted growth of 5% over next 5 years • Highly Concentrated • Few Barriers to Entry • Unilever is a current market leader 1. Product Recommendation
- 10. “puts a new twist on the traditional sandwich” “I would definitely buy this!” “the flavors look “like going to a delicious” specialty deli” “unique and “I like the idea of having innovative” more variety” 1. Product Recommendation: Comments from our test market
- 11. • Married Woman • 25 -54 years old • Children • Typically 6-17 years old •Household Income • Greater than $75k •Home Value • Greater than $250k •Education • Graduated college •Activities • Soccer, tennis, and golf •Ideals • Health conscious, enjoys “finer things” 2. Target Market
- 12. Strong Competitive Advantage • Few Premium Spread Products Available Now Points of Difference • Distinctive – fresh, healthy, high quality • Creative Package Design • Refrigerated • Unique, ethnic, spicy flavors – Zesty Pesto & Chipotle Pepper 3. Positioning
- 13. Positioning Statement: For those who want a gourmet experience at home, Hellmann’s Real Spread is the savory sandwich spread that gives you a fresh, healthy alternative for the entire family. 3. Positioning
- 14. • Utilize the premium association and recognition of the Hellmann’s brand •Sub-brand as: Hellmann’s Real Spreads 4. Branding
- 15. Refrigerated Re-Sealable Tub-Style Packaging • Clear Tub Emphasizes Fresh & Wholesome Ingredients • Glossy Overwrap for Premium Appearance • Differentiates from industry standard jar 5. Packaging and Design
- 16. Suggested Retail Price • $3.49 for an 8 oz. container ($.44 per ounce) • 100% of consumers classified this price as “good or reasonable.” • In-line with traditional condiment products while being lower than most specialty items 6. Pricing
- 17. Stick with the familiar & successful • Use the existing Hellmann’s distribution channels • Primarily Supermarkets 7. Distribution
- 18. Television Demos Hellmann’s Spokesperson Bobby Flay • Real Spreads Episode Sponsorship on Flay’s Television Shows • America’s Next Great Restaurant • Brunch @ Bobby’s • Iron Chef, Etc. • Guest Appearances on Targeted TV Programs Preparing Real Spreads Recipes • Today Show • Good Morning America 8. Advertising and Promotion
- 19. Upscale Print & Web Ads Magazines – Print Ads • Food & Wine • Women’s Health, Etc. Web – Banner Ads, Promo Boxes • Food Network.com • Epicurious.com • Food.com 8. Advertising and Promotion
- 20. Half Page Ad Advertising Examples Full Page Ad 8. Advertising and Promotion
- 21. Online Recipe Database • Recipes featuring Hellmann’s Real Spreads • Consumer contest focused on creating the best Real Spreads recipe 8. Advertising and Promotion
- 22. Print & Digital Couponing to Drive Trial Print Coupons • Retailer Ads Digital Coupons • Hellmann’s Real Spread Website • Facebook 8. Advertising and Promotion
- 23. In-store Sampling • Sampling program • Key retail partners • Hellmann’s brand is strong • Samplings located in deli 8. Advertising and Promotion
Hinweis der Redaktion
- We are Hellmann’s Team 1. I am going to talk about our proposed brand extension: the reasons we selected this concept and 2) why we think it will be successful.Then, I am going to had it over to Jennifer to talk about how we plan to bring this product to market.
- We started out like all of you asking “What does the Hellman’s brand mean to consumers?” These are the top 6 brand associations that emerged from our research.
- Our next step was to create goals for our brand extension using these associations.Strengthen picnic, recipes and deli, because we feel this is an area where Hellmann’s can begin to differentiate itselfCapitalize on quality and premium to put out a high-end productIf possible, weaken the association with unhealthy
- Once we had an idea of what consumers thought about Hellmann’s, it was important for us to find out what Hellmann’s thought of itself. So, we also looked at Hellmann’s current messaging to make sure that we were developing a product consistent with their vision for their brand.If we are to sum it up in a word, their brand message is about being REAL. They also position themselves as a product that adds versatility and flavor.
- What type of product can we bring to market that meets consumers’ wants and needs? This is going to be the key to being successful with a new product launch. We can study Hellmann’s brand all we want, but we know if we are not meeting a need or filling a gpa for consumers, then we are not going to be as successful as we want to be. To answer this question, we looked at industry reports.
- At this point what we have is a puzzle. We have our Brand Assciations, Hellmann’s Brand messaging, and all of our industry trends and we are looking for a product that addresses all of these.
- What we came up with was Hellmann’s Real Spreads.
- Real spreads can address our brand association goals and incorporate current trends in the market. It wrapped everything together.
- The dressing (both sandwich and salad) market is a growth market. It also highly concentrated, but we will not have to worry about barriers to entry because we are already a market leader.
- What consumers said about Hellmann’s Real Spreads concept.
- Launch two flavors, more options (SKUs) for flavors post-launch and success of product; including sun dried tomato and spicy avocado. Allows us to have “news” to reenergize the product line down the road. Pesto and chipotle pepper are the 2 flavors with the highest expected trial and acceptance rates that can build early success.
- Instead of bbq sauce or salsa to “zip-up” the flavor of your sandwich, try these premium spreads…
- Hellmann’s has developed a solid brand image with a strong and loyal following. Since these sandwich spreads are an extension from their mayonnaise product line, we will recommend that Hellmann’s sub-brand this product as “Real Spreads”. At launch we will utilize a play on two of Hellmann’s famous tag lines “bring out the best” and “the real mayonnaise” and announce it as “bring out the Real Spreads.”
- The premium spread would initially be placed in the refrigerated section of the condiment aisle, similar to the refrigerated pickle section currently there. We would also work with the stores to place the product in the refrigerated deli section. Based upon the initial results we would track to see which area was more successful and then go forward with that place.
- We chose this price, because we wanted the total price to be in-line with traditional condiment products while being lower than most specialty items. In addition, we believed the smaller size and greater price per ounce would be necessary to 1) cover the increased cost of producing and displaying the product and 2) positioning it as a premium or specialty product. In our market research, consumers responded positively to the price; 100% of consumers classified this price as “good or reasonable.” One consumer articulated our pricing strategy well when she said, “It’s a good price, comparable to other condiments, less than most specialty items.”
- Reinforce brand awareness and image
- Reinforce brand awareness and image
- Enhance consumer’s brand experience
- Ultimately intended to create Brand trial, purchase or re-purchase
- Designed to drive brand engagement and brand purchase