to make consumers understand and trust... 1. all consumers care about quality of food – where...
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Research Institute of Organic Agriculture
Forschungsinstitut für biologischen Landbau
Communication and positioning of organic products
Thomas Bernet, FIBL
Institut de recherche de l’agriculture biologique
Promoting Organic Agriculture in Ukraine
to make consumers understand and trust
www.fibl.org
1. Almost all consumers are aware
about organic products.
2. Despite of higher prices, an
increasing number of consumers are
willing to purchase organic products.
3. Big processors and retailers do
important investments to promote
organic – to boost image and sales.
4. Most countries had/have organic
awareness creation campaigns.
Why is communication so important ?
~ Healthy
~ Natural
~ Safe
Source: Leapfrog Research UK 2012
Consumer-driven promotion of sustainable food production !
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Situation in Europe:
www.fibl.org
1. All consumers care about quality of food –
where natural is a key attribute – but many
still don’t know what “organic” relates to.
2. Many of those who know what “organic”
means have difficulties to clearly identify
organic products.
3. Big retailers and processors are just starting
to understand the potential of organic
products in Ukraine.
4. Limited public awareness creation.
Why is communication so important ?
Source: Survey work of the Retail Academy and the Swiss-Ukrainian Organic Market Development Project
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Awareness to promote sustainable food production and consumption !
Situation in Ukraine:
www.fibl.org
Clear Concept ~ Theory
= a set of attributes/values that make something
(1) unique and (2) valuable for a specific group
of persons (i.e. target group).
Successful “Organic Communication” ?
Organic? Clear Consumer Perception!
“Branding” ~ Practice
= creating identity through optimal visualization of attributes/values.
Unique + Valuable
Good examples: Ferrari, RedBull, Rolex -> unique positions!
Perceive Identify Trust
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www.fibl.org 5
How to Position Organic in Ukraine ?
Natural, healthy, safe, tasty
[natural ingredients, pesticide free,
taste, no GMO]
Natural, safe, modern
[safe packaging, natural,
transparent, clean]
Quality for value!
[higher price = better quality,
justified, reasonable!]
Natural, healthy, safe, modern
[clear believable messages relating to
key values, efficient use of media]
Modern, natural, safe
[quality retail point, clean,
good accessible!)
5P Concept !
Target Consumers
Urban middle &
upper class
Key
Attributes / Values (1) Natural & Healthy & Safe
(2) Tasty & Modern
P roduct P
P P ackage
P romotion P
oint P
of sale
P
P rice P
www.fibl.org 6
How to Position Organic in Ukraine ?
P roduct P
P P ackage
P rice P P romotion P
Branding = Making a clear difference !
Effort of producers
or traders
oint P
of sale
P
Effort of retailers
Effort of sector
stakeholders
Target Consumers
Urban middle &
upper class
Key
Attributes / Values (1) Natural & Healthy & Safe
(2) Tasty & Modern
Optimal “Brand
Experience” to
stimulate demand
through mouth to
mouth propaganda !
www.fibl.org
Branding – Level of product packaging Use of different organic labels
~ Safe
B. Private product labels
~ Healthy
~ Natural
~ Modern
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A. Certification labels
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Branding – Level of product packaging Optimal package design
~ Healthy
~ Natural
~ Transparent
~ Modern
~ Safe
Example of Sonnentor, Austrian organic tea producer 8
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Branding – Level of product packaging Optimal package design of organic categories
Examples of COOP and Migros, the two biggest food retailers in Switzerland
~ Identification conventional products!
~ Safe, natural, healthy, modern
Migros
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www.fibl.org
Branding – Level of retailing Optimal visualization of organic sections
Example of Migros Supermarket
~ Identification conventional products!
~ Safe, natural, healthy, modern
Example of Megamarket, Kiev
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Branding – Level of retailing Optimal visualization of organic products
Example of Good Wine supermarket, Kiev
~ Identification conventional products!
~ Safe, natural, healthy, modern
Example from German supermarket
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Branding – Level of promotion Optimal communication of the “organic key messages” – organic sector
Example of UK Organic Promotion Campaign
~ Differentiation conventional food!
~ Natural, healthy, modern, safe
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Neutral !
www.fibl.org
Branding – Level of promotion Optimal communication of the “organic key messages” – companies
Example of UK Organic Promotion Campaign
~ Differentiation conventional food!
~ Natural, healthy, modern, safe
TV Commercials
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www.fibl.org
Awareness Creation Working towards emotional organic brands
Example of UK Organic Promotion Campaign 14
Perceive Identify Trust Sharing of information
websites
billboards
TV commercials
media articles
personal communications
flyers
product labels
Buy Be excited with experience
watch out for organic products
access special retailers
pay higher prices
share positive experience
study product labels
Optimal Organic Concept & Branding Strategy
Natural – Healthy – Safe
+++
[Multiplication at 0 costs mouth to mouth, social media]
Urban middle & upper class
messages action
www.fibl.org
Challenges – Effective “organic communication”
1. Consumers must always confront the same “organic
messages” !
Importance of agreed General Concept / Guidelines
2. “Organic communication” can only be effective if organic
products and their packages are, in fact, of good quality !
Importance to involve good package and label designers
3. Consumers must be confronted continuously with different
“organic information” that creates tangible benefits !
Importance of excellent collaboration at sector level
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Organic Clear Brand Identity & Excellent Brand Experience !
www.fibl.org
Thank you !
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