Anne Bacon Marketing Director -...

Anne BaconMarketing Director

Turkey Food & Drinks InitiativeBranding Challenges & Opportunities

Branding adds emotional value over and above rational attributesBranding is a strategy for competitive advantage

USPUnique Selling

Proposition

Brand Promise

Brand

Attr

ibut

esBrand Personality

Rational BenefitEmotional

Connection

Where a brand comes from has historically been an intrinsic part of the development of branding

Place of Origin Branding

Place of Origin

Brand Promise

Brand

Attr

ibut

esBrand Personality

Rational BenefitEmotional

Connection

Guinness Dublin 1759

ColmansNorwich 1759

HP SauceLondon 1895

Identity associated with place of origin & production - an important asset, part of brand’s heritage & symbolism

GlenfiddichGlenfiddich 1887Beefeater Gin

London 1895

The first food & drink brands developed as trusted local products Place of Origin Branding

Post WWII US and European brands expanded beyond their local borders. Country of origin and heritage were an essential part of their appeal and differentiation in export markets.

The Globalisation of Brands

So how important is place or country of origin to the reputation and appeal of a brand?

Overall Country of Origin Rankings

Source: FutureBrand ‘Made In’ Research 2014CBI refers to FutureBrand’s Country Brand Index 2012-13

Quantitative research amongst 1,050 consumers and opinion formers. USA, France, Brazil, India, China, Japan and Australia + qualitative research in the Americas, Asia Pacific and Europe

Country of Origin (& Country Brand) Perceptions

The strongest Countries of Origin are clear in consumers’ minds.Turkey is within the top 10 for Food & Beverages.

Rankings across industry sectors

Source: FutureBrand ‘Made In’ Research 2014

• The more brands we know of that are made in a country, the more likely we are to prefer it as a Country of Origin

• A strong country brand has a halo effect on consumer brands • The degree to which a country’s brand influences a product, service or corporate brand depends upon the degree to which the associations of the country are valuable for the brand

Contributory factors to Country of Origin strength

COI reputation is stronger when a country excels in multiple categories

Successful brands contribute to Country of Origin strength


AuthenticityA USP (Unique Selling Proposition) that can be connected with the country’s history, people, or geography

DifferentiationDemonstrating difference from competitors through approach, heritage or culture

Quality standardsCommitment to manufacturing excellence, craftsmanship, safety, and transparency

ExpertiseIdentified as the ‘best’ in a category or having created or defined it

Key Criteria for a strong Country of OriginAuthenticity...Differentiation...Quality ...Expertise


• Globalisation has challenged the realities of Country of Origin branding • Growing differentiation between the Country of Origin of the brand, the company ownership and place of production e.g.Kronenberg brewed in Manchester by Dutch owned Heineken

• Many much loved, mass market British brands are foreign owned and produced abroad • HP sauce is owned by Heinz and made in the Netherlands • Ribena is owned by Suntory of Japan • Quaker Oats is owned by PepsiCo

• Jaffa Cakes, Mcvities Digestives, Jacob Cream Crackers owned by Yildiz

The Impact of Globalisation

The Impact of Globalisation

1. Coco Cola (The Coca Cola Company, USA)

2 .Warburtons*(The Warburton Family, UK)

3. Walkers* (PepsiCo, USA)

4. Birds Eye (Pinnacle Foods, USA)

5. Cadbury Dairy Milk* (Mondelez, USA)

6. Kingsmill*(Allied Bakeries - Associated British Foods, UK)

7. Nescafe (Nestle, Switzerland)

8. Lucozade* (Suntory Japan)

9. Pepsi Cola (PepsiCo, USA)

10. Hovis* (Premier Foods, UK & The Gores Group, USA) Source: The Grocer

The Impact of GlobalisationHeritage brands* still feature strongly in UK’s Food & Drink Top 10 ...regardless of ownership

UK’s Top 10 Food & Drink Brands

1. Coco Cola2 .Warburtons3. Walkers4. Birds Eye5. Cadbury Dairy Milk6. Kingsmill*7. Nescafe8. Lucozade9. Pepsi Cola10. Hovis

Source: The Grocer Source: Kantar Worldpanel

Top 10 Global Drink Brands

Top 10 Global Food Brands

US brands dominate global marketsThe Impact of Globalisation

Does the UK consumer really care?

Does the UK consumer really care?Country of Origin branding with invented associations is often used as a marketing ploy

“As a nation, the British have traditionally cultivated a magpie approach to food, happily incorporating everything from curries and kebabs to pizzas into the gamut of their national diet.”

“From lasagne sandwiches to chicken tikka-flavored Blackpool rock, Briton’s eagerness to embrace ‘foreign food’ has resulted in some atrocities that other nations find hard to stomach.

Does the UK consumer really care?

Strong demand - 6 in 10 adults enjoy eating foreign food 44% of users are continually looking for new & interesting ethnic foodsSupporting factors include:• Multiculturalism• Growth in international travel• Visibility of new cuisine types in food service, the media and in-store choice

Mintel Report: UK Ethnic Food Market 2012Growth, demand & diversification

• Steady growth over last 5 years• Forecast growth of 14.8% between 2014 & 2018• Indian & Chinese are major sectors• Emerging sectors include Mexican/Tex-Mex & Caribbean • Strong performance for niche ethnic categories - Japanese, African & Indonesian• Important relationship between foodservice sector and retail sector• Consumers want to recreate dishes they have experienced outside the home• More consumers are cooking ethnic meals from scratch• Increasing variety is fuelling growth rather than dispersing sales • Continued market diversification as consumers experiment with new global cuisines

Authenticity is a key driver

Ethnic Foods Market Report Plus 2014Growth, demand & diversification

“It is expected that growth will continue throughout

the next 5 years, as an increasingly varied

selection of ethnic foods becomes more popular in

the UK.”

The branding of Turkish food & drink products in the UK

Turkish food & drink product brandsAimed mainly at the local Turkish communityAvailable online and in niche food stores.

Turkish Food & Drink Retail brandsSimit Sarayı is positioned as a world brand, not a Turkish brand

Turkish Food & Drink Retail brandsThe Kahve Dunyasi experience is also all about products and atmosphere but only the website tells the full brand story

Turkish ethnicity and authenticity at independent kebab shops and stalls. Integrated into mainstream British culture...like Indian, Chinese, American and Italian food.

Non Branded Turkish Food & Drink Culture in the UK

“Except for the places that are visually loaded with ‘designed Turkishness’, there is a certain invisibility of modern Turkish restaurants outside the Turkish community...due to avoidance of the term ‘Turkish’.”

Non Branded Turkish Food & Drink Culture in the UK

Istanbul Technical University Paper - Turkish restaurants in London

Explicit Explicit

The Competition

Implicit Implicit

Clear country communication, whether explicit or implicit

The Competition

Explicit Language Recognition Implicit

Clear country communication, whether explicit or implicit - or through language

Challenges

The UK is a fiercely competitive market, particularly in mass market grocery retail.

Opportunities

Niche, premium segments may offer the best opportunities for branded products?

Turkey Food & Drinks Initiative Branding Challenges & Opportunities

Challenges


In the UK, Turkey is probably in a weaker position compared to findings of international Country of Origin brand research.

Opportunities


Turkey is well placed to move up the international Country of Origin rankings in the Food & Beverages sector.


Challenges


In the UK, Turkey is probably in a weaker position compared to findings of international Country of Origin brand research.

Turkish food/drink culture & heritage suffers from a lack of profile in the UK

Opportunities


Turkey is well placed to move up the international Country of Origin rankings in the Food & Beverages sector.

Increase Country of Origin visibility and ownership in the UK. Strong Turkish brands can help to spearhead this initiative.


Creating Brand Synergy™

t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: [email protected] www.scglondon.com

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