Syralite Product launch

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Market research for polyol based bulk sweeteners in UAE

Transcript of Syralite Product launch

SyraliteProduct Launch

Contents1 2 3 4 5

Facts & Trends

Market for polyols

Positioning & Marketing strategy

Data collection Methodology

Suggestions & Recommendations

Food specialities LtdFood 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 Limited

Food Ingredients Division

Consumer Products Division

Trade Agencies Division

Pharmaceutical Division

Ingredients & Dairy Commodities Unit

Meat, Poultry, Snack and Food Ingredients

Food Additives, Confectionery and Bakery Unit

In Frame/Out FramePOLYOL BLEND FINALIZATION AND LABORATORY TESTING PRODUCT PRICING AND NEGOTIATIONS

PRIMARY DATA FROM CUSTOMERS ANALYZE COLLECTED DATA IDENTIFY POTENTIAL BUSINESS UNITS TO SELL THE PRODUCTS INTERVIEW MANUFACTURERS AND OBTAIN INFORMATION FORMULATE MARKETING STRATEGY BASED ON RESPONSES

PREPARATION OF RECIPES AND SAMPLE CONFECTIONARIES

FOLLOW UP WITH MANUFACTURERS AND HANDLING PRODUCT SALES

TRENDS AND FACTS

Sugar FactsSugar Consumption and Growth Trends

MENA population: 6% of world population Sugar consumption: 9% of world sugar consumption Regional consumption 12 million tonnes per annum

35

32 23

28

21

14

7

3

2Per Capita Sugar Consumption (KG) World Avg

0 Sugar Growth Rate(%)

MENA

Health Angle A few facts

Diabetes prevalence in 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

At least 50% of all people with diabetes are unaware of their condition In some countries this figure may reach 80%

Sugar Trends

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

European and US consumers are trying to cut down sugar intake

Low calorie sweeteners are proving increasingly popular

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

6,609 men and women 2,363 nationals 4,246 expatriates Overall percentage of people with diabetes 19.6% UAE citizens 24% Expatriates 17.4% Higher prevalence in 60+ age group - 40%

WHO 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-FreeWhat is Sugar-free?

Intense Sweeteners - Aspartame based Equal, Splenda, NutraSweet, Canderel Bulk sweeteners - Polyol based Xylitol , MaltiSorb , MaltiSweet

WHAT ARE POLYOLS

Polyols - PropertiesAlso called as sugar alcohols

Hydrogenated form of carbohydrate

Used for replacing sucrose in food stuff in combination with high intensive sweeteners (HIS) Incompletely absorbed into the blood stream

Calorie comparison

POSITIONING AND STRATEGY

Market for PolyolsHealth conscious people

Diabetic and Hypoglycaemic

Overweight

Dental problems

Positioning of Polyol Blend

Phase 4 Phase 3 Phase 2 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?

Ho-Re-CaHotels, restaurants and caterers

DemographyMiddle and high income group

Whom to Market to?

Aviation Catering IndustryDubai an international hub for middle-east flying

Bakeries & Sweet shopsPremium bakery shops and subpremium bakery shops

Marketing Strategy

Secondary Research Data collection and Study to enable the team to find a suitable strategy to capture the market

Approach end customers

Partnering with Sweetshops and Bakeries

Push StrategyManufacturers

Endorsements from Dubai Municipality

RESEARCH METHODOLOGY

Data Collection - Methodology

Primary data collectionPreferential sampling Customers

Secondary researchSugar consumption in UAE

Online data collection

Diabetes prevalence

CUSTOMER DATA ANALYSIS

Customer Questionnaire Divided into three logical segmentsCustomer informationAge group, Nationality, Gender

Food habits

Awareness & PricingTheir opinion on healthy sugar

Frequency of having sweets

Where do they buy these sweets and confectioneries

How much are they willing to pay for a healthy living?

Data Analysis and InterpretationGenderMale female Arab

NationalityAsian European Others

1% 20% 73% 27% 27%

15%

64%

Age GroupLess than 18years 18 to 30 years 30 to 50 years Above 50 years

4%

6% 40%

50%

Data Analysis and InterpretationTried Sugar Free products?50

Consumption Pattern

38% 62%

40 30 20 10 0

29 19 21

Yes

No

Skimmed milk or low fat milk

Milk with full cream

Both skimmed milk as well as full cream milk

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

Nationality Vs ExperienceSame taste. I dont find any difference. I didnt like the taste Never tried but would like to try them in future Good 100.0% 57.9% 29.5% 29.5% 10.5% 15.4% 10.5% 15.4% 30.5% 21.1% 10.5% 0.0% 0.0% 0.0% 29.5% 10.9% 27.1% 32.6%

61.5%

7.7%

Middle East

Asian European Others Total

Nationality Vs OpinionNo idea about it I think it tastes bitter / bland I don't mind using them Good, I use them

7.7% 16.8% 21.7%

30.8% 52.6%

50.0%

49.5%

45.0%

53.8% 31.6% 12.6% 50.0% 16.3%

21.1% 7.7%

10.5% 5.3% 0.0%

17.1%

Middle East

Asian

European

Others

Total

Nationality Vs Price PremiumSame Price upto 20% 20% to 50% above 50%

0.0% 7.4%

0.0%

0.0%

5.4%

53.8%

37.9%

50.0% 57.9%

42.6%

7.7% 43.2% 31.6% 38.5% 50.0% 38.0%

11.6%

10.5% 0.0%

14.0%

Middle East

Asian

European

Others

Total

Sweets Preference Vs OpinionArab Sweets Indian Sweets Pastries And Cookies

50.6% 32.4% 13.5% 22.4% 31.0% 6.9% 20.7% 9.4% 41.4% 17.6% 16.2% 37.8%

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

Good, I use them

Sweets Preference Vs Price PremiumArab Sweets Indian Sweets Pastries And Cookies

32.4%

43.2%

24.3%

43.5% 50.0%

43.5%

28.6%

7.1% 17.9%0.0%

5.9% 3.6%Same Price upto 20% 20% to 50% above 50%

Prevents Diabetes Vs Diabetic in FamilyDoes Not Prevent67.16% 60.71%

Prevents

8.96%

16.07%

No Diabetic history Diabetic History

Diabetic In Family Vs OpinionNo idea about it I think it tastes bitter / bland I don't mind using them Good, I use them

23.9%

16.1%

21.7% 50.0%

42.9% 45.0% 49.3% 16.7% 19.6% 16.3% 11.9% 14.9% 21.4% 0.0% No Yes Can't Say Total 33.3% 17.1%

MANUFACTURER DATA ANALYSIS

Manufacturer Questionnaire

Customer information & product line

Clientele, Types of sweets, Modifications in product line Awareness of low calorie sugars Current products using lowcalorie sugars Motivational factors, promotional pricing Customer demand for low calorie products

Three logical segments

Awareness and usage Willingness to use and customer demand

Data Analysis and Interpretation

Data Analysis and Interpretation

Data Analysis and Interpretation

Data Analysis and Interpretation

Manufacturers Purchase Decision Process

Ensure product acceptance

Add Your Text

Project health benefits Add Your Text and create Urgency

Add Make them aware that Your Text customers are aware

Add Your Text

Make them understand the difference

LABEL

LABELLING

COMPETITION ANALYSIS

Possible Competition

1MALTISWEET

2 Bite Rite NMC Foodlands, Abu Dhabi

3 LYCASIN MaltiSorb Roquette, France

4 Distributors Sahtain Foodstuff Trading, Dubai

DM Flavors and SPI Polyols, New Castle

Price ComparisonSugar-free Polo AED 3.45

Normal Polo AED 1.5

Chocolate Biscuit 250gms AED 2.5

Sugar-free Biscuit 150gms AED 5.25

TOOLS AND METHODOLOGIES

Resistance AnalysisStrategy for dealing with resistanceOrganize events in malls

Key ConstituentApproachability of Arab women for survey Time of survey data collection

Reason for resisting changeCulture of Arabs and no female in the group to assist with data collection from women Ramadan period. Fasting was going on and people were not receptive towards answering questions related to food As per policy in malls data collection is strictly prohibited Due to their lack of awareness they are not interested in responding to surveys

Level of resistanceHigh

High

Call back after Ramadan

Data collection inside malls

Medium

Targ