FONTERRA + MODERNIMPACT Pioneering Product Sales Growth in the U.S. Market

Intro

Overview

Approach

Mapping out our role in supporting the Fonterra Product Journey.

1

RAIN, SUN & SOIL

Discovering Brand Heritage & Character
Where Fonterra’s All-Natural Storytelling Begins
2

FARMERS & FARMS

Establishing Relationships with Fonterra of New Zealand
Understanding Brand Vision & Values
Developing Overarching Product & Process Storylines
3

COMING TO AMERICA

Understanding Fonterra Business Plans & Models
Identifying US Sales Objectives, Obstacles & Opportunities
Delineating Domestic Brand Architecture
Defining US Brand Competencies, Attributes & Promise
Reviewing & Refining US Market Brand Identity
Creating Initial Consumer Personae & Avatars
Researching Competitive Landscape
Profiling Current US Dairy Product Consumers
Establishing Team Communications Systems & Protocols
4

DOMESTIC DISTRIBUTION

Providing Initial & Annual Program Planning Services
Leveraging MI Distribution Experience to Build Forecasts
Refining Fonterra Brand Positioning by Audience
Establishing Fonterra Domestic Brand Standards
Delivering the Fonterra Brand Book
Creating Audience Segmentation Profiles
Developing Personalized Core Messaging by Audience Segment
Launching Initial Test Programs in Select Markets
Profiling Current US Fonterra Customers
Generating Look-Alike Consumer Behavioral Targeting Profiles
5

SELLING INTO RETAILERS

Understanding Retailer Value Propositions & How Fonterra Products Add Value
Assisting in Domestic Account Planning
Providing Marketing Operations Infrastructure & Support
Assessing Fonterra/Retailer Brand Compatibilities
Identifying Common GTM Strategies
Refining Fonterra Domestic Package Design
Designing B2B Marketing & Sales Support Materials
Creating Retailer Co-Branded Messaging & Content
Defining & Executing B2B Omni-Channel Media Programs
Generating IP Insights on Consumer & Market Tests to Support Sales Team
Developing Retailer B2B Digital Destinations
6

IN THE MARKETPLACE

Mapping Marketing/Advertising to Sales Goals & Performance
Identifying New Market & Revenue Opportunities
Coordinating Retailer Promotions
Managing Fonterra Loyalty Database
Delivering Analytics & Reporting
Overseeing Contractual Relationships
Ensuring Brand Compliance Across All Consumer Tactics, Vehicles & Assets
Identifying Compatible Brands for Endorsement or Cross-Promotion
Providing Experiential Design of Consumer Microsite, Landing Pages & Digital Assets
Designing Product & Consumer Advertising for All Media
Creating Multi-Segmented, Hyper-Targeted Messaging by User Persona
Developing & Enhancing Omni-Channel Content Matrix for All Media
Producing Co-Branded Retailer & Partner Advertising Content
Planning & Executing Custom Omni-Channel Consumer Campaigns:
  • Paid & Organic Search
  • Digital Display (Ad Targeting & Retargeting)
  • Native Display
  • Paid Social
  • Mobile
  • Digital TV & Radio
  • eCRM (Email)
Generating IP Insights on Consumer Behavior & Response
Producing Look-Alike Profiles to Expand Market Audience & Potential
Delivering Comprehensive Performance Analytics & Reporting
Developing Fonterra Microsite, Landing Pages & Other Digital Assets
7

ON STORE SHELVES

Contracting/Overseeing In-Store Sampling & Promotions
Ensuring Brand Compliance Across All Retailer Tactics & Assets
Designing In-Store POP
Developing Retailer-Specific Sampling Scripts & Marketing Materials
Creating Mobile Advertising Content for Special Promotions
Planning & Executing Retailer-Specific Pull-Thru Programs
Exploring Coupon & Promotion Options
Generating IP Insights on Consumer Behavior & Response
Producing Look-Alike Profiles to Expand Market Audience & Potential
Delivering Promotion Performance Analytics & Reporting
Developing Digital Assets for In-Store Promotional Programs
8

IN THE HOME & COMMUNITY

Managing & Expanding Social Marketing Programs
Developing & Expanding Community Marketing Editorial Calendar
Identifying Compatible Brands for Sponsorship or Strategic Partnership
Ensuring Brand Compliance Across All Community Tactics & Assets
Designing & Enhancing Social Media Platforms
Expanding Fonterra Website Content (Recipes, etc)
Creating Original Mobile & Social Content
Curating Product-Relevant & Cause-Related Content
Planning & Executing Organic Social Marketing Programs
Generating IP Insights on Consumer Behavior & Response
Producing Look-Alike Profiles to Expand Market Audience & Potential
Delivering Community Performance Analytics & Reporting
Developing Digital Assets for Social & Community Marketing Programs

Summary

Q & A

Thank you

Credits:

Created with images by vrcarabeo - "Portraits" • vrcarabeo - "Portraits" • ElvisClooth - "weimaraner puppy dog" • Christopher Combe Photography - "Leaf after rain" • PublicDomainPictures - "bull calf farm" • pixel2013 - "cologne 4711 logo colognes" • JeepersMedia - "Aldi" • RachelC.Photography - "stone texture" • qmnonic - "eggs 'n butter" • dpstyles™ - "Post-church appetizers. I'm a big fan of the little meat slices in the mustard (and the SKRIMPZ!). That dip with the little guy sticking out of it (cream cheese and meat?) is also supah good (Mom, recipe?)"

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