syralite product launch

Syralite™Syralite™Product LaunchProduct Launch

Syralite™Syralite™Product LaunchProduct Launch

ContentsContents

Facts & Trends1

Market for polyols2

Data collection Methodology4

3 Positioning & Marketing strategy

5 Suggestions & Recommendations

Food specialities LtdFood specialities Ltd

Food Specialities Ltd headquartered in Jebel Ali , Dubai

20 years of experience in the Middle East

Presence in major GCC countries

Integrated System - All branch offices online with Dubai office

ISO 9001:2000 certified company

Food specialities LtdFood specialities Ltd

Food SpecialitiesLimited

Food Ingredients Division

Consumer ProductsDivision

Trade Agencies Division

PharmaceuticalDivision

Ingredients & Dairy Commodities Unit

Meat, Poultry, Snack andFood Ingredients

Food Additives, Confectioneryand Bakery Unit

POLYOL BLEND FINALIZATION AND LABORATORY TESTING

PRODUCT PRICING ANDNEGOTIATIONS

�PRIMARY DATA FROM CUSTOMERS

�ANALYZE COLLECTED DATA

�IDENTIFY POTENTIAL BUSINESSUNITS TO SELL THE PRODUCTS

�INTERVIEW MANUFACTURERS AND

In Frame/Out FrameIn Frame/Out Frame

PREPARATION OF RECIPES AND SAMPLE CONFECTIONARIES

FOLLOW UP WITH MANUFACTURERS AND HANDLING PRODUCT SALES

OBTAIN INFORMATION

�FORMULATE MARKETING STRATEGYBASED ON RESPONSES

TRENDS AND FACTSTRENDS AND FACTS

� MENA population :

6% of world population

� Sugar consumption: 28

3532

23

Sugar Consumption and Growth Trends

Sugar FactsSugar Facts

� Sugar consumption: 9% of world sugar consumption

� Regional consumption12 million tonnes per annum 0

7

14

21

Sugar Growth Rate(%) Per Capita Sugar Consumption (KG)

3 2

MENA World Avg

Health Angle Health Angle –– A few factsA few facts

Diabetes prevalence in the adult population: At least 50% of all

people with diabetes are the adult population:

Nauru(30.7%)UAE (19.5%)Saudi Arabia (16.7%) Bahrain(15.2%)Kuwait (14.4%)

Diabetes is the fourth leading cause of global death by disease

people with diabetes are unaware of their condition

In some countries this figure may reach 80%

Sugar TrendsSugar Trends

Sugar and sweeteners typically account for more than 10% of total calorie intake

European and US consumers are tryingto cut down sugar intake

Low calorie sweeteners are proving increasingly popular

WHO Findings: 1998WHO Findings: 1998--20002000

• 2,363 nationals • 4,246 expatriates

6,609 men and women

Survey by WHO & UAE Ministry of Health (1998-2000)

• UAE citizens – 24%• Expatriates – 17.4%

Overall percentage of people with diabetes -19.6%

Higher prevalence in 60+ age group - 40%

WHO Findings : 2005WHO Findings : 2005

One in every four UAE adult is believed to be diabetic

Diabetes and childhood obesity are major health concerns - the two go largely hand-in-hand

Type II diabetes (a.k.a. “Adult onset" diabetes) more common among younger individuals

UAE youth likely to be 2-3 times more obese than the international standard

SugarSugar--FreeFree

What is “Sugar-free”?

Intense Sweeteners - Aspartame based

• Equal®, Splenda®, NutraSweet®, Canderel®

• Xylitol® , MaltiSorb® , MaltiSweet®

Bulk sweeteners - Polyol based

WHAT ARE POLYOLSWHAT ARE POLYOLS

Polyols Polyols -- PropertiesProperties

Also called as sugar alcohols

Hydrogenated form of carbohydrate

• in combination with high intensive sweeteners (HIS)

Used for replacing sucrose in food stuff

Incompletely absorbed into the blood stream

Calorie comparisonCalorie comparison

POSITIONING AND STRATEGYPOSITIONING AND STRATEGY

Market for PolyolsMarket for Polyols

Health conscious people

Diabetic and Hypoglycaemic

Overweight

Dental problems

Positioning of Polyol BlendPositioning of Polyol Blend

Phase 2

Phase 3

Phase 4

Differentiate Phase 1

Communicate and deliver value to the customer

Project product as a low calorie

ingredient

Highlight as a ‘health

enhancer’ with all the features of

normal sugar

Differentiate ‘Syralite’ as a brand from

other similar substitutes

Whom to market to?Whom to market to?

Ho-Re-Ca

Hotels, restaurants and caterers

Demography

Middle and high income group

Whom to

Market to?

Bakeries & Sweet shops

Premium bakery shops and sub-premium bakery shops

Aviation Catering Industry

Dubai an international hub for middle-east

flying

Market to?

Data collection and Study

to enable the

Marketing StrategyMarketing Strategy

Approach end customers

Secondary Research

to enable the team to find a

suitable strategy to capture the

market

Endorsements from Dubai Municipality

Partnering with Sweetshops and Bakeries

customers

Push Strategy-Manufacturers

RESEARCH METHODOLOGYRESEARCH METHODOLOGY

Data Collection Data Collection -- MethodologyMethodology

Primary data collection

Preferential sampling –Customers

Secondary research

Sugar consumption in UAECustomers

Online data collection

UAE

Diabetes prevalence

CUSTOMER DATA ANALYSISCUSTOMER DATA ANALYSIS

Customer QuestionnaireCustomer Questionnaire

Divided into three logical segments

Customer information Food habits Awareness &

Pricing

Age group, Nationality,

GenderFrequency of having

sweets

Where do they buy these sweets and confectioneries

Their opinion on healthy sugar

How much are they willing to pay for a

healthy living?

Data Analysis and InterpretationData Analysis and Interpretation

73% 27%27%

Gender

Male female

15%

64%

20%

1%

Nationality

Arab Asian European Others

6%

40%50%

4%

Age Group

Less than 18years 18 to 30 years 30 to 50 years Above 50 years

64%

Data Analysis and InterpretationData Analysis and Interpretation

38%

62%

Tried Sugar Free products?

10

20

30

40

50

29

19 21

Consumption Pattern

� Good number of people have already used Sugar Free product and there is a marked preference for low-cal products

Yes No

0

10

Skimmed milk or low fat milk

Milk with full cream

Both skimmed milk as well as full cream milk

Nationality Vs ExperienceNationality Vs Experience

57.9%

100.0%

Same taste. I dont find any difference.

I didnt like the taste

Never tried but would like to try them in future

Good

Middle EastAsian

EuropeanOthers

Total

15.4%30.5%

21.1%0.0% 27.1%

15.4%10.5% 10.5%

0.0%10.9%

61.5%

29.5%10.5%

0.0% 29.5%

7.7%29.5%

57.9%

32.6%

Nationality Vs OpinionNationality Vs Opinion

30.8%

49.5%

7.7%16.8%

52.6% 50.0%

21.7%

No idea about it I think it tastes bitter / bland I don't mind using them Good, I use them

Middle East Asian European Others Total

7.7%

21.1%

5.3%0.0%

17.1%

53.8%

12.6%

10.5%

0.0%

16.3%

49.5%

31.6%

50.0%

45.0%

Nationality Vs Price PremiumNationality Vs Price Premium

53.8% 37.9%57.9%

50.0% 42.6%

0.0%7.4%

0.0% 0.0%5.4%

Same Price upto 20% 20% to 50% above 50%

Middle East Asian European Others Total

38.5%

11.6% 10.5%

0.0%

14.0%

7.7%

43.2%

31.6% 50.0%

38.0%

Sweets Preference Vs OpinionSweets Preference Vs Opinion

50.6%

13.5% 16.2%

32.4% 37.8%

Arab Sweets Indian Sweets Pastries And Cookies

No idea about itI think it tastes bitter

/ bland I don't mind using them Good, I use them

6.9%

31.0%41.4%

20.7%

22.4%

9.4%17.6%

Sweets Preference Vs Price PremiumSweets Preference Vs Price Premium

43.5% 43.5%24.3%

32.4%43.2%

Arab Sweets Indian Sweets Pastries And Cookies

Same Priceupto 20%

20% to 50%above 50%

28.6%

17.9%

50.0%

3.6%

7.1%

5.9%

0.0%

Prevents Diabetes Vs Diabetic in FamilyPrevents Diabetes Vs Diabetic in Family

67.16%

60.71%

Does Not Prevent Prevents

No Diabetic history

Diabetic History

8.96% 16.07%

Diabetic In Family Vs OpinionDiabetic In Family Vs Opinion

23.9%16.1%

50.0%

21.7%

No idea about it I think it tastes bitter / bland I don't mind using them Good, I use them

No Yes Can't Say Total

14.9%21.4%

0.0%

17.1%

11.9%

19.6%

33.3%

16.3%

49.3%

42.9%

16.7%

45.0%

MANUFACTURER DATA ANALYSISMANUFACTURER DATA ANALYSIS

Manufacturer QuestionnaireManufacturer Questionnaire

Three

Customer information & product line

Clientele, Types of sweets, Modifications in product line

Awareness and

Awareness of low calorie sugarsThree

logical segments

Awareness and usage

sugars

Current products using low-calorie sugars

Willingness to use and customer

demand

Motivational factors, promotional pricing

Customer demand for low calorie products

Data Analysis and InterpretationData Analysis and Interpretation

Data Analysis and InterpretationData Analysis and Interpretation

Data Analysis and InterpretationData Analysis and Interpretation

Data Analysis and InterpretationData Analysis and Interpretation

Manufacturer’s Purchase Decision ProcessManufacturer’s Purchase Decision Process

Add Your Text

Add Your TextProject health benefitsand create Urgency

Ensure productacceptance

Add Your Text

Add Your Text

Make them aware thatcustomers are aware

Make them understandthe difference

LABELLABEL

LABELLINGLABELLING

COMPETITION ANALYSISCOMPETITION ANALYSIS

Possible CompetitionPossible Competition

1

“MALTISWEET™”

3

“LYCASIN®”

2

“Bite Rite”

4

Distributors

DM Flavors

and

SPI Polyols,

New Castle

“MaltiSorb®”

Roquette,

France

NMC

Foodlands,

Abu Dhabi

Sahtain

Foodstuff

Trading,

Dubai

Price ComparisonPrice Comparison

Normal PoloAED 1.5

Sugar-free PoloAED 3.45

Chocolate Biscuit250gmsAED 2.5 Sugar-free Biscuit

150gmsAED 5.25

TOOLS AND METHODOLOGIESTOOLS AND METHODOLOGIES

Resistance AnalysisResistance Analysis

Key

Constituent

Reason for resisting

change

Level of

resistance

Strategy for

dealing with

resistance

Approachability

of Arab women

for survey

Culture of Arabs and no

female in the group to

assist with data collection

from women

High Organize events in malls

Time of survey

data collection

Ramadan period. Fasting

was going on and people

High Call back after Ramadan

data collection was going on and people

were not receptive

towards answering

questions related to food

Data collection

inside malls

As per policy in malls data

collection is strictly

prohibited

Medium ���� Target other potential

places

���� Collect data through

disguise

Lack of

awareness

Due to their lack of

awareness they are not

interested in responding

to surveys

Medium Make them taste the

product and show

the market demand

QFD AND FMEAQFD AND FMEAQFD AND FMEAQFD AND FMEA

SUGGESTIONSSUGGESTIONS

Suggestions & RecommendationsSuggestions & Recommendations

Strategic tie-ups with major

Add new blends / Value additions

Emphasize on ‘Health angle’- Stress as a

‘Functional’ product

Continuous

Events and promotions Marketing gimmicks

with major sweetshops and

bakeries

FSLContinuous interaction with consumers

Suggestions & RecommendationsSuggestions & Recommendations

Promote ‘Syralite’ as a brand with recall value among manufacturers

Get endorsements from Get endorsements from health community and the

Dubai Municipality

Draw on lessons from Diet Cola marketing

VALUE ADDITIONSVALUE ADDITIONSVALUE ADDITIONSVALUE ADDITIONS

Sample RecipeSample Recipe

FSL tried the product on following recipes

�Arabian� Baklawa

�Indian�Indian� Gulab jamun

�Pastries And Cookies� Devil’s Cake

� Strawberry Mousse

Unique Customer responsesUnique Customer responses

“I will not go for sugar free products even if I get diabetes”

“So this means I can eat more sweets, right?”“So this means I can eat more sweets, right?”

“The product looks cool. Where can I buy it?”

SPJCM SPJCM –– “Go Healthy” Team“Go Healthy” Team

ArvindArvind BBArvindArvind SSAnushAnush RRAswinAswin NN

Jayakumar RJayakumar R