2019FBIC 品牌创新的机遇：抢在风口浪尖，不如走在商业与趋势之前 Sonoma Brands

2020-03-01 194浏览

  • 1.
  • 2.a humble beginning
  • 3.WINE the original functional beverage
  • 4.how it all began 7000 BC – Ancient Tribes in the Yellow River Valley of China made fermented honey wine stored in earthenware 1000 AD – Château de Goulaine is built. Possibly the oldest operating winery 77 AD – Pliny the Elder writes “vino veritas” 200 BC – Roman soldiers are encouraged to drink 2-3 liters of wine a day for good health 500 AD – Fall of the Roman Empire. Romans spread wine grapes throughout Europe 1670 AD – 1st vineyards planted at Château LafiteRothschild 1400 AD – At the conclusion of the Black Plague, wine is safer to drink than water
  • 5.the global wine industry 1 ITALY • Sangiovese, Trebbiano • 48.8 million hectoliters • 220,000 wineries • Italy is known for its variety, producing more than 400 types of grapes 2 FRANCE 3 SPAIN • Merlot, Grenache • Tempranillo, Airen • 41.9 million hectoliters • 37.8 million hectoliters • 27,000 wineries • 112,000 wineries • Champagne is France’s most popular wine • Heavily geared toward export market
  • 6.the US wine industry 1857 1st commercial winery in the US, Buena Vista Winery, is established in Sonoma 1933 Prohibition Ends 1937 California has 607 wineries 1965 Robert Mondavi opens his winery in Napa 1976 Judgement of Paris 1991 The French Paradox 2013 California has 3,839 wineries 1996 Gary Vaynerchuk founds Wine Library TODAY 14,000+ wineries in the US
  • 7.innovation floods in
  • 8.1368 KNOWN VARIETALS • HUNDREDS OF THOUSANDS OF BRANDS desperate for differentiation TERROIR • CORK TYPE • YEAST TYPE • SINGLE VARIETAL VS BLEND • TOASTING SCHEDULE • FERMENTATION TYPE • ALCOHOL % • BRIX LEVEL ESTATE VS SINGLE VINEYARD • BARREL FERMENTED • SOIL • CLIMATE VINTAGE • APPELATION / AVA • ORGANIC • BIODYNAMIC • SUSTAINABLE RUSSIAN OAK • FRENCH OAK • AMERICAN OAK • STAINLESS STEEL • HAND/MACHINE PICKED • GRAPE CLUSTER THINNNING • VINE LEAVING
  • 9.
  • 10.What’s the point if you can’t taste it?
  • 11.SOIL CLIMATE TERRAIN
  • 12.we can learn a lot from wine
  • 13.It’s better to be unique than it is to be admired.
  • 14.
  • 15.“Complex” is good. “Complicated” is not.
  • 16.
  • 17.“Better” isn’t better. “Different” is better.
  • 18.
  • 19.Branding is differentiation. Know your “zag.”
  • 20.
  • 21.Stay yummy. Stay foolish.
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  • 23.Trend or fad? the million dollar question.
  • 24.VEGETARIAN WHOLE 30 KETO LOW-CARB VEGAN AKALINE RAW FLEXITARIAN DASH MIND LOW-FAT PEGAN PALEO MEDITERRENEAN • As consumers follow fads, successful innovation is built around the underlying commonalities • Long term opportunities focused around what principles from each diet are here to stay • 64% of global respondents say they follow a diet that limits or prohibits consumption of some foods or ingredients • Artificial flavors (62%), preservatives (62%) and colors (61%) are the most avoided food ingredients among respondents worldwide • 36% of global respondents say they or someone in their household suffers from a food allergy or intolerance
  • 25.Premiumization of the consumer &watching the dollars
  • 26.Products consumers are spending more $ on vs. 5 years ago % of base respondents per region
  • 27.The ever evolving & shifting consumer landscape
  • 28.Large CPG companies …and underspending are losing market share… on R&D $312B …Consumer M&A Market in 2017 $20B …Amount ceded to new entrants from Large CPG companies from 2011-2016 40% …U.S. discretionary spend accounted for by Millennials by 2020 Legacy CPG brands underspend on innovation, allocating to M&A instead Google, Intel and Microsoft spent 15%, 21% and 15% of 2017 revenue on R&D, respectively. Kraft Heinz, P&G and PepsiCo spent 0.4%, 2.9% and 1.2%, respectively. Consumer tastes are changing… 80% of consumers are actively reducing sugar consumption 57% of Americans are changing their diet to improve their health “Paleo” was the diet Americans were most likely to try in 2017 …and so is consumer purchasing behavior 90% of fast-moving consumer goods market Growth driven by E-commerce Channel Online grocery sales grew by $2.4B in 2017, 4x more than Brick & Mortar Online grocery market size will be $100B by 2022
  • 29.Think less about the un-built product & more about the un-served tribe.
  • 30.meat treats $2.5B meat snacks market 3 incumbent brands 85% market share
  • 31.innovation in jerky • all natural • culinary flavors • tender experience • packaging • functional positioning • truly better-for-you
  • 32.founding situation opportunity trend $4 billion meat snacks category Flavor, protein & clean labels difference Whole muscle cuts All-natural/no nitrates Flavor exploration
  • 33.187 NEW JERKY COMPANIES LAUNCHED SINCE 2015 desperate for differentiation ALL NATURAL • ORGANIC • GRASS-FED • NITRATE FREE • WHOLE30 SUSTAINABLE • GAP RATED • SOURCING • FOUNDING STORY • GLUTEN & SOY FREE • PALEO • SUGAR FREE • NO REFINED SUGARS BISON • ELK • ALLIGATOR • CHICKEN • BACON JERKY • SALMON TUNA • BILTONG • NO ADDED SUGAR • NO REFINED SUGARS • STICKS • BARS • BITES • CHIPS • FLAVOR PROFILES • CAFFEINE
  • 34.recipe for differentiation CATEGORY MISSION VALUE PROPOSITION AUTHENTICITY CHANNEL STRATEGY
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