S3 Ep24: Building a Billion Dollar Global Brand with Colin Westcott-Pitt, Global Chief Brand Officer of Glanbia Performance Nutrition (GPN). Check it out here https://lnkd.in/eaX_tRgT or listen here https://lnkd.in/etxJnqSe Glanbia is an incredible Irish success story - it has operations in 32 countries with leading market positions in sports nutrition, cheese, dairy ingredients & more. Glanbia products are sold or distributed in over 130 countries. Glanbia Performance Nutrition (GPN) has a portfolio of about 9 brands, like Slim Fast and the hugely successful Optimum Nutrition which Glanbia acquired in 2008 and it achieved over $1.1 Billion in revenue in 2023. Earlier this year in a video posted about annual results CEO Hugh McGuire spoke about the role of marketing and brand in growth, always great to hear CEO's that value marketing's role so publicly. So it is great to speak to Colin about his journey to this role and how he is approaching brand led growth in over 90 markets, the complexities of that, which Diplomat Agency has been set up to help brands navigate, and how he approaches global and local needs and nuances. A wonderful episode with wonderful insights and great advice. 12:25 Optimum Nutrition's Success Story 19:19 Partnership with McLaren F1 23:35 Balancing Global and Local Branding 28:56 Investing in Local Talent 29:52 Learning from Mistakes and Experimentation 31:50 Valuing Brand in Business Strategy 33:48 Conversations with the C-Suite 34:42 Marketing Metrics and Business Goals 37:38 Adapting to Technological Changes 40:18 Maintaining Market Leadership 42:13 Skills for Future Marketers
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Having strategised for many nutraceutical brands as a team, there is a running insight (we are a serious lot, we don’t joke) among us that bitter pills are usually associated with better efficacy. The first time this was mentioned, the first thing that popped in my head was Crocin; since childhood, I had told myself if I tolerate this bitterness, I could feel better in turn. A decent tradeoff. Recently, I associated this insight with 𝗥𝗲𝗱 𝗕𝘂𝗹𝗹. Well, let me set some context. When they were trying to launch Red Bull to the western markets (first, in Austria), during the taste testing, they received negative remarks as to how the drink has a weird taste and left a sticky feeling in the mouth. Had they altered the taste to completely suit the western paletes, they would have easily blended in with numerous carbonated soft drinks which were already thriving in the market. They, instead, retained that taste for the most part, and set themselves apart in a distinctive manner. They carved their niche - the ‘energy drinks’ category (this was when the category was at a very nascent stage). They positioned themselves as a purely functional energy drink that gives you wings. And, its unpleasant taste made consumers more likely to believe in its potency. Interestingly, if we dig deeper, we can find the undertone of a psychological phenomenon called 𝗣𝗿𝗮𝘁𝗳𝗮𝗹𝗹 𝗘𝗳𝗳𝗲𝗰𝘁. According to this effect, people who are considered competent tend to become more likeable after they commit a mistake than those who don’t. It is important to keep in mind that the principle doesn’t apply to incompetent people; meaning if a less competent person makes the same mistake, they are more likely to become less likeable. In the context of brands and products, a minor flaw (unpleasant taste) of theirs can be connected to a more prominent benefit and be weaved together to convey a tradeoff (gives you wings). This approach may seem a bit counterintuitive, but is effective, if leveraged in the right manner. But remember, if you try to fix the flaw, the mirror benefit would weaken. Leaving you with another interesting fact about Red Bull’s marketing strategy - they don’t post any pictures of their products, they instead show visuals of people indulging in extreme sports, strengthening the narrative of how Red Bull gives you wings and makes you feel gutsy enough to create the most daring experiences of your life. Have you noticed other brands leveraging the Pratfall Effect? #positioning #behaviouralscience #brandstrategy
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Marketing Manager at Zydus Group | Gastroenterology | Branding and Marketing Professional with 24 years of Experience | Passionate Poet and Writer.
Brand Nutrition refers to the essential elements that contribute to the overall health and vitality of a brand. Just like how nutrition is vital for our well-being, brand nutrition focuses on nurturing a brand's identity, reputation, and relationships with its audience. Key components of brand nutrition include: 📚 Brand consistency: Maintaining a cohesive brand image across all touchpoints to build recognition and trust. 👍🏻 Authenticity: Being true to your brand values and promises to establish credibility and loyalty among customers. 🗣️ Customer engagement: Actively connecting with your audience through meaningful interactions to foster relationships and loyalty. 🎉 Innovation: Continuously adapting to market trends and customer needs to stay relevant and competitive in the industry. 👨🏻💻 Reputation management: Monitoring and managing how your brand is perceived by customers, addressing feedback, and handling crises effectively. By focusing on brand nutrition, you can cultivate a strong and resilient brand that resonates with customers, drives growth, and sustains long-term success. What is your favourite Brand Nutrition? Do comment ✍️and follow 👍🏻 for more content. @ThankiThoughts #brandmanagement #branding #growthhacks #brandstory #growth
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I just learned that Nestlé is launching a new product for people under Ozempic's treatment, and now I also have this article on how brands are dealing with Ozempic's impact in the US. "Brands are already adapting—Nestlé recently announced that it will roll out a new frozen foods line called Vital Pursuit later this year that caters to GLP-1 users with smaller portion meals that are packed with nutrients aimed at people who are eating less volume. Although the line will not include ice cream, the move signifies changing market conditions that have already led some ice cream brands to make smaller size formats." The challenges of fighting obesity are clear for pharmaceutical companies, but other segments are now using it as a trigger for new products and services. Opportunity? Is the industry fighting against itself?
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Introducing "Nutrico" - An Organic Supplement Brand. Context: Nutrico, a dietary supplement brand, struggled to differentiate itself from other brands. The challenge was to stand out and capture a larger share of the market. Our Approach: We revamped the brand identity and marketing strategy of Nutrico. We began by conducting a comprehensive analysis of the brand's current positioning, target audience, and market trends. The following steps were taken to help the brand stand out: 1. Brand Identity Refresh: We started by redefining the brand identity. This involved redesigning their logo, packaging, and overall visual elements to reflect the brand's commitment to purity, sustainability, and wellness. The new look incorporated organic, nature-inspired colors, and imagery to create a cohesive and appealing brand image. 2. Unique Value Proposition: To distinguish Nutrico from competitors, we helped the brand articulate a unique value proposition. We highlighted their commitment to using only certified organic ingredients. This became a key part of their messaging. . . . . . #brandidentity #branding #brandingdesign #packagingdesign #brandingstudio #CreativeAgency #LogoDesign #GraphicDesign #designagency #visualidentity
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𝐀 𝐛𝐫𝐚𝐧𝐝 𝐬𝐭𝐮𝐝𝐲 𝐨𝐧 𝐍𝐞𝐬𝐭𝐥é 🍲 𝐍𝐞𝐬𝐭𝐥é, a company that has touched our lives in countless ways, has a rich history that goes beyond our beloved Maggi. Nestlé's journey began with condensed milk and a groundbreaking baby food called 'farine lactée' – an initiative to combat infant mortality rates. Today, nearly two centuries later, the Swiss conglomerate stands tall with an 8.4% 𝐚𝐧𝐧𝐮𝐚𝐥 𝐬𝐚𝐥𝐞𝐬 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐞, reaching a staggering USD 102.54 Bn in FY22, with North America being the top-selling region for the brand. Let us delve into the 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬 that keep Nestlé at the forefront of our lives: 1️⃣ 𝐕𝐚𝐥𝐮𝐞-𝐃𝐫𝐢𝐯𝐞𝐧 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲: Good food, Good life is Good business. This encapsulates Nestlé’s commitment to providing affordable, safe, and high-quality nutrition to consumers, regardless of their income levels. This approach has yielded approximately 10% growth in brand’s affordable nutrition products in FY22. 2️⃣ 𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧 𝐟𝐨𝐫 𝐓𝐨𝐝𝐚𝐲 𝐚𝐧𝐝 𝐓𝐨𝐦𝐨𝐫𝐫𝐨𝐰: Nestlé continuously strengthens its innovation capabilities to meet evolving consumer needs. With a significant investment of USD 1.85 Bn in R&D during FY22 & 20+ R&D locations worldwide, Nestlé is pioneering breakthroughs like low-sugar and plant-based products (e.g., 𝘕𝘦𝘴𝘵𝘭é 𝘝𝘦𝘨𝘨𝘪𝘦 – plant-based yogurt with Probiotics in Chile). 3️⃣ 𝐂𝐫𝐞𝐚𝐭𝐢𝐧𝐠 𝐒𝐡𝐚𝐫𝐞𝐝 𝐕𝐚𝐥𝐮𝐞: Nestlé's core lies in its purpose and values, emphasizing enhancing lives through the power of food. This purpose drives the company to make a positive impact on people, pets, and the planet. Notably, Nestlé achieved a 6.4 Mn tons reduction in GHG emissions by the end of FY22 and a 10.5% reduction in virgin plastic in its packaging since 2018. 4️⃣ 𝐃𝐚𝐭𝐚-𝐃𝐫𝐢𝐯𝐞𝐧 𝐃𝐢𝐠𝐢𝐭𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧: With a staggering 275 Mn first-party data records, Nestlé is accelerating its digitalization efforts. In FY22, it invested 55% of its total media spending in digital channels, attributing 15.8% of sales to E-commerce platforms. Nestlé is committed to furthering digital analytics and operations to achieve 25% of sales via E-commerce by 2025. 5️⃣ 𝐑𝐞𝐬𝐩𝐨𝐧𝐬𝐢𝐛𝐥𝐞 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: Nestlé adheres to strict guidelines in product promotion, especially concerning communication with children and the promotion of breastmilk substitutes. In 2022, Nestlé announced plans to unilaterally stop the promotion of infant formula globally for babies aged 0 to 6 months, reinforcing its commitment to responsible marketing. What are your thoughts on Nestlé's strategies? Do you believe they prioritize their brand purpose over growth? Share your insights in the comments below! #NestleStrategies #BrandPurpose #Innovation
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Social Media Marketing Intern at Qodeit | Intern at Muskurahat Foundation | Digital Marketing | Hand-painted handbags totes small business owner | Self Improvement Content Creator
🚀 How Yakult's Marketing Strategies Conquer the Market Ever wondered how a small probiotic drink made its way into millions of households worldwide? 📖 Introduction to Yakult Yakult, founded by Dr. Shirota in 1930, has over 75 years of expertise in beneficial bacteria research. Their signature product? A premium probiotic milk beverage, fermented with Lactobacillus paracasei Shirota. 🎯 Target Market of Yakult Yakult targets health-conscious individuals seeking natural ways to boost their digestive health and immunity. By promoting the positive impacts of their probiotic drink, Yakult appeals to those who prioritize their well-being. 🌟 Differentiation in the Market In a crowded beverage industry, Yakult stands out by emphasizing the unique benefits of its probiotic drink. Highlighting the importance of a healthy gut, Yakult positions itself as a leader in the probiotic market, backed by scientific research and development. 🌐 Multi-Channel Marketing Approach Yakult's multi-channel marketing involves TV commercials, print ads, social media, and event sponsorships. This diverse strategy ensures Yakult reaches its target audience through various touchpoints, enhancing brand exposure and engagement. 🏆 Unique Distribution Channel Yakult Ladies, dedicated sales reps, deliver Yakult directly to consumers’ homes, providing a personal touch and educational materials about the product’s health benefits. This unique approach fosters strong customer relationships and trust. 🔬 Scientific Research and Development With a robust R&D team, Yakult continuously improves its products. Their unique Lactobacillus casei Shirota strain, proven to survive stomach acid, differentiates Yakult from other probiotics, reinforcing their credibility. 📈 Opportunities for Yakult Yakult can expand its reach by tapping into growing health concerns and leveraging online platforms. Emphasizing their health benefits and engaging with health influencers can attract a larger, younger consumer base. 🛡️ Competitor Analysis: Ajinomoto Co Inc. Ajinomoto’s strong presence in scientific nutritional foods and innovative campaigns like "Take Out Hate" highlight the importance of aligning brand values with social issues. Yakult can learn from such strategies to enhance its market position. 🤝 Promotional Activities and Customer Loyalty Yakult maintains customer loyalty through discounts, loyalty programs, and partnerships with health organizations. These incentives ensure repeat purchases and long-term customer relationships. 🔍 Market Research and Adaptability Continuous market research allows Yakult to adapt its strategies to evolving consumer trends. Staying informed about consumer preferences ensures Yakult remains competitive and relevant. Yakult's success lies in its innovative marketing strategies, scientific backing, and unique distribution methods. By focusing on health-conscious consumers and leveraging multi-channel marketing, It thrive in the competitive beverage market.
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🚀 Crafting a Successful Brand: A Strategic Bodybuilding Diet Analogy 🏋️♂️ Creating a successful brand parallels sculpting an elite physique. Just as a bodybuilder relies on a meticulously planned diet and supplements to achieve optimal results, a brand requires a strategic blend of core offerings, marketing, and public relations (PR) to thrive in a competitive marketplace. 🥦 Core Offering: Product-Market Fit The cornerstone of any brand’s success is its product-market fit. This represents the alignment between your product or service and the specific needs and desires of the target market. Analogous to the foundational role of a balanced diet in muscle hypertrophy, a product that effectively addresses market demand is critical for establishing a robust brand foundation. Without a compelling core offering, no amount of marketing or PR can compensate for the deficiency. 💪 Marketing and Advertising: Promotional Supplements Marketing and advertising function as the promotional supplements in this analogy, akin to protein supplements in a bodybuilding regimen. These elements amplify the core offering, driving brand visibility and customer engagement. Much like protein's role in muscle synthesis and repair, targeted marketing campaigns enhance brand awareness and foster consumer interest. Utilizing data-driven strategies and omnichannel approaches ensures that the brand message resonates with the intended audience, thereby maximizing impact. 🧬 Public Relations (PR): Reputation Enhancement PR is the creatine of the branding world. It adds an extra layer of credibility and hype, similar to how creatine increases muscle volumization by enhancing water retention within muscle fibers, giving a more defined and robust appearance. Effective PR strategies, including media outreach, influencer collaborations, and crisis management, fortify the brand’s reputation, making it appear more authoritative and trustworthy in the eyes of stakeholders. 🔄 Synergistic Integration Together, these elements create a synergistic effect. A well-crafted product-market fit (core offering) forms the foundational base, while integrated marketing efforts (promotional supplements) and strategic PR initiatives (reputation enhancement) elevate the brand’s stature, making it distinguishable and compelling in a crowded market. ⚖️ Balanced Approach A balanced approach is paramount. Just as over-reliance on supplements without a proper diet won’t yield desired physiological outcomes, focusing exclusively on marketing and PR without a solid product foundation won’t build a sustainable brand. Continuous optimization and alignment of product development, marketing strategies, and PR efforts ensure long-term success and growth. #BrandStrategy #ProductMarketFit #MarketingOptimization #PublicRelations #BusinessGrowth #IntegratedMarketing #ReputationManagement #SustainableSuccess
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How did you celebrate National Cereal Day last week? 🥣 In 2024, Cereal brands are doubling-down on Better-for-You (BFY) claims, functional benefits and non-breakfast alternative consumption occasions through line extensions and personalized messaging. When looking at dozens of representatively unique Category Entry Points (CEPs) for cereal (excerpt attached), Appinio’s recent study… 1. Reveals “mental real estate” opportunities for cereal brands that shoppers and consumers associate with “craving after a workout”, “perfect for a healthier snack”, “is a great option for a sweet dessert”, “you’d take on a hiking trip”, etc. 2. Tracks Brand Health through more granular metrics: * Mental Penetration (MPen) - Brand Awareness or share of category buyers who associate analysis brand w/ at least one Category Entry Point (CEP) or occasion; mitigates bias toward larger, more established brands * Network Size (NS) - average number of CEPs associated w/ the analysis brand; the larger the NS, the more likely it is that the analysis brand would be considered for purchase on any occasion * Mental Market Share (MMS)/Share of Mind (SoM) - the share of “mental real estate” an analysis brand holds vs. a competitive set; higher figures indicate strong Brand Health As an example, General Mills Cheerios… * Insight: Highest MPen with developing opportunities for CEPs focused on nutrition, but moderate Network Size (NS), indicating exclusion from some potentially incremental CEPs. * Action: Explore adjusting product positioning and/or messaging to cater to CEPs like dessert, comfort food while ill, and other opportunities. Or perhaps Magic Spoon… * Insight: Lowest MPen but relatively high NS, suggesting that people aware of the brand give it significant consideration. *Action: Grow breadth of physical distribution and improve Brand Awareness through adjusting target audience and messaging. Therefore, understanding MMS and how it affects Mental Availability for your brand(s) vs. the competition can help accurately inform fun and incremental line extensions as well as alternative product positioning by leveraging Mental Advantage! https://lnkd.in/g89cRXWf https://lnkd.in/gufkbYvK https://lnkd.in/gjGKeqeD
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𝐖𝐡𝐞𝐲 𝐏𝐫𝐨𝐭𝐞𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭 𝟐𝟎𝟐𝟒-𝟐𝟎𝟑𝟐. 𝐆𝐥𝐨𝐛𝐚𝐥 𝐑𝐞𝐬𝐞𝐚𝐫𝐜𝐡 𝐑𝐞𝐩𝐨𝐫𝐭 𝐓𝐨 𝐊𝐧𝐨𝐰 𝐆𝐥𝐨𝐛𝐚𝐥 𝐒𝐜𝐨𝐩𝐞 𝐚𝐧𝐝 𝐃𝐞𝐦𝐚𝐧𝐝 𝐨𝐟 𝐖𝐡𝐞𝐲 𝐏𝐫𝐨𝐭𝐞𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭. 𝐑𝐞𝐪𝐮𝐞𝐬𝐭 𝐟𝐨𝐫 𝐒𝐚𝐦𝐩𝐥𝐞 𝐏𝐃𝐅: https://lnkd.in/dCfDgpHW The cosmetics and personal care industry is witnessing a surge in demand for whey protein ingredients driven by a growing preference for high-end products featuring natural and herbal elements. This trend aligns with the broader positive trajectory observed in the personal care and cosmetics market, particularly in the realm of skincare, with a notable uptick in facial care product demand. Anticipated over the next few years is a heightened inclination towards premium personal care and cosmetics items. A key factor influencing this market evolution is the heightened awareness of cleanliness and beauty among consumers. Urban populations, armed with increased disposable income, are channeling their spending towards top-quality products, further fueling demand. Major players in the personal care and cosmetics sector are strategically aiming to bolster their global presence, capitalizing on heightened brand awareness and consumer recognition. *𝗕𝘆 𝗧𝘆𝗽𝗲: Isolatesm, Concentrates, Others *𝗕𝘆 𝗔𝗽𝗽𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Food and Beverages, Animal Feed, Others *𝗕𝘆 𝗥𝗲𝗴𝗶𝗼𝗻𝘀: North America, Europe, Asia-Pacific, South America, Middle East & Africa *𝗕𝘆 𝗞𝗲𝘆 𝗣𝗹𝗮𝘆𝗲𝗿𝘀: HILMAR, The Cheese Company (U.S.), Saputo Inc.(Canada), Glanbia (Ireland), Fonterra (New Zealand), Arla Foods (Denmark), Käserei Champignon / Alpavit(Germany), Wheyco (Germany), Milk Specialties Global(U.S.), Carbery Group (Ireland), Lactalis Ingredients (France),Others Contrive Datum Insights Pvt. Ltd.
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Challenger brand ❌ Pioneering brand ✅ Recently I had a conversation with an old colleague who referred to us as being the next ‘challenger brand’ in our category, I disagreed with that. Why? - OxyShred rate of sale exceeds EVERY single one of the top 10 Sports Nutrition powders - unit and value. - OxyShred has the highest value rate of sale vs any other Sports Nutrition powder in over 100 stores We’ve been in mass market for the best part of 10 weeks, this is not the performance of a ‘challenger’ brand, this is the performance of a brand redefining a category, pioneering the space, delivering on the consumer needs not being met by the legacy brands who dominate shelf space. Buyers - if we aren’t already discussing how our brands can accelerate your category, please drop me a message 🚀🚀🚀 Data source: Polaris insight platform from North Star powered by Circana 12 w.e. 13th July 2024 IRI all outlets - food supplements and slimming Brands - for any insight/data requirements reach out to Andrew Cope and the fantastic team at North Star
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