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Winning Strategies For Food and Drink Brand Loyalty: Effective Consumer Engagement, Communication and Innovation

Business Insights
December 1, 2006
180 Pages - SKU: RET1397894

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Brand loyalty is changing, under threat from the growth of private label and more promiscuous consumer purchasing habits. Food and drinks companies are beginning to question the strategic value of building brand loyalty over driving customer acquisition. While advertisers traditionally channel investment into brand awareness to capture the third to a half of customers unsure of which brand to buy, innovation and new marketing approaches provide the key to effective customer retention and profit growth.

Winning Strategies for Food and Drink Brand Loyalty: Effective consumer engagement, communication and innovation is a new management report published by Business Insights that examines some of the key challenges to brand loyalty and provides actionable recommendations for strategic responses, drawing on opinion leaders’ ideas, best practice, case studies and a proprietary survey of top executives in the industry.

Enhance your strategies for building and maintaining brand loyalty using the actionable recommendations provided by this new report.

Some key findings from this report:

41.7%, of industry executives expect loyalty to ‘decrease’ or ‘significantly decrease’ over the next 5 years, slightly more than the 40.3% that currently rate loyalty towards food brands as ‘high’ or ‘very high’. Drinks generally enjoy greater loyalty, but there is still risk.
Private label is the greatest threat to loyalty, followed by unplanned shopping as consumers are tempted away by lower priced private label alternatives and/ or are influenced to buy another brand (or private label) at the shelf front. Premiumization and price-shopping also threaten loyalty.
The food and drinks sector is increasingly competing with the foodservice sector because of customers’ on-the-go lifestyles This is making it more difficult to clarify the benefits consumers want and where and when to reach them.
True loyalty requires companies to think about creating desire and involving emotion. But consumers are increasingly disinterested in developing relationships with brands, because of the volumes of marketing and advertising to which they are exposed and cynicism about those messages.

This new report will enable you to:

Anticipate and combat the key challenges to brand loyalty from consumer cynicism, advertising clutter, the private label threat, substitution, shelf side decision-making and premiumization to price led shopping.
Develop more effective loyalty strategies based upon the in-depth case studies, best practice loyalty building strategies, analysis of product and marketing innovation and loyalty building checklist contained in this report.
Ensure effective and accurate measurement of brand loyalty with the analysis of loyalty metrics and behavioral and attitudinal approaches provided by this report.
Benchmark the opinions of nearly 200 leading food and drinks executives regarding current and future food and drinks brand loyalty with this report’s analysis of the results of a proprietary survey across the United States, Western Europe, Eastern Europe, Asia Pacific and South America.

Key issues examined in this report:

Authenticity. Consumers will reward trustworthy businesses with their loyalty, but they are increasingly cynical about companies and their motivations. It is crucial that a company is seen to be authentic, especially if it has an agenda that reflects consumer and marketplace trends.
Private label. Private label is one of the fastest growing trends in retailing and a particularly ominous threat to brand loyalty, with consumers increasingly perceiving the private label brands to offer better value for similar quality. Private label products are also increasingly perceived to be innovative, where previously private label was accepted to be simply a follower of brands’ innovations.
Changing consumer behavior. Growing polarization between those at the highest and lowest income levels is leading to premiumization and value lead pricing. However, even the affluent now substitute branded goods with cheaper alternatives. In addition consumers increasingly on-the-go lifestyles is affecting both the benefits they want and when and where these must be delivered.

Your questions answered:

Can food and drink brands achieve the same kind of loyalty as brands in more aspirational consumer sectors?
How can brand loyalty be measured most effectively?
Why is brand loyalty becoming more difficult to maintain and build and what steps can be taken to generate greater customer loyalty?
What is the threat from private label now and in the future?
What are the key threats to brand loyalty?
Which strategies are used by those most successfully securing brand loyalty in food and drinks and other sectors?
How do senior industry executives view brand loyalty over the next five years?

Executive Summary: Defining brand loyalty; Challenges to loyalty; Building loyalty; Case studies; Industry survey; Conclusions
Chapter 1 Defining brand loyalty: Summary; Introduction; Defining brand loyalty; Measuring loyalty
Chapter 2 Challenges to loyalty: Summary; Introduction; Driven by desire; Consumer cynicism; Nuisance ads; Premiumization and price shopping; Private label; Substitution; Decision-making at the shelf
Chapter 3 Building loyalty: Summary; Introduction; Getting the basics right; Product innovation; Marketing innovation; Building Loyalty Checklist
Chapter 4 Case studies: Summary; Introduction; Case study 1: Procter & Gamble (P&G); Case study 2: Innocent Drinks; Summary
Chapter 5 Industry survey: Summary; Introduction; Research methodology; Key Findings
Chapter 6 Conclusions: Summary; Introduction; The future of brand loyalty; Key strategic recommendations; Appendix 1.; Index
List of Figures: Figure 1.1: High involvement purchase decisions weigh more heavily on consumers’ minds; Figure 1.2: Building loyalty at every encounter; Figure 1.3: Loyalty graphically represented; Figure 1.4: Increasing stakeholder value; Figure 2.5: Consumers are confronted with too many choices; Figure 2.6: Working hours stabilize, but “harriedness” grows; Figure 2.7: Local brands grow in popularity; Figure 2.8: Tremor’s Teen Panel; Figure 2.9: Relative purchasing powering selected European states; Figure 2.10: Growing income inequality in Europe; Figure 2.11: What constitutes a premium product?; Figure 2.12: Transparent offers most attractive; Figure 2.13: Increasing share of private label; Figure 2.14: In-store examples; Figure 3.15: Most common obstacles to innovation; Figure 3.16: Yoplait Essence Yogurt Drink and Purple Machine Superfood 100% Juice Smoothiefrom the Naked Juice Co.; Figure 3.17: H2O Pia Flavor Infusion Naturally Flavored Water Beverage and Campbell’sMicrowaveable Gravy; Figure 3.18: Promoting the umbrella brand; Figure 3.19: One model of brand leadership; Figure 3.20: American Pie; Figure 3.21: What makes it Fairtrade?; Figure 3.22: Top European Fairtrade markets; Figure 3.23: Ethical luxury; Figure 3.24: Example kids branded website with game; Figure 3.25: Tactics employed on kids’ websites; Figure 3.26: Creating a buzz; Figure 3.27: A flood of groceries through Amazon; Figure 4.28: The five phase Tremor Process; Figure 4.29: Amplifying the message; Figure 4.30: Connect & Develop successes; Figure 4.31: Beinggirl.com (UK); Figure 4.32: Lesfilles.com (France); Figure 4.33: Mr. Clean Bathroom Explorer; Figure 4.34: P&G’s Health Expressions; Figure 4.35: Innocent Product Range in 2006; Figure 4.36: The first Innocent ad; Figure 4.37: Grass-covered vans (at Fruitstock); Figure 4.38: The Innocent blog; Figure 4.39: Smoothies for kids; Figure 4.40: Appealing to kids; Figure 5.41: Level of consumer loyalty towards mainstream food and drinks brands now and in thenext 5 years; Figure 5.42: Loyalty of different consumer groups to mainstream food and drinks brands; Figure 5.43: Increases in various factors and their impact on brand loyalty; Figure 5.44: Changes in the level of loyalty towards different types of brands over the next 5 years155; Figure 5.45: Levels of consumer loyalty to brands in food and drinks categories; Figure 5.46: Views on loyalty; Figure 5.47: Respondents’ definition of their marketing strategies towards their brands; Figure 5.48: Strategies to promote consumer loyalty; Figure 6.49: Duchy Originals trades on its heraldry; Figure 6.50: Putting it together
List of Tables: Table 1.1: Long-lived brands; Table 1.2: Behavioral & attitudinal approaches assessed; Table 2.3: Examples of evolving private label; Table 2.4: The value of eating out in foodservice channels (profit sector), by country (US$billions), 2004-2009; Table 3.5: Shift in thinking; Table 3.6: Number of annual in-home and out-of-home breakfast, lunch and dinner occasions, bycountry (billions), 2003-2008; Table 5.7: Most effective at retailing customer loyalty

Winning Strategies For Food and Drink Brand Loyalty: Effective Consumer Engagement, Communication and Innovation

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