Canned Meat In-store
Playbook. Emotional POS messaging.
Introduction to this
In-store
Playbook. This activation toolkit is your complete guide to the strategic thinking behind Tulip Canned Meat focusing on in-store activations incl. merchandise and POS material.
Table of
content.
01. product 02. the Tulip brand 03. target shopper 04. in-store basics 05. in-store concepts 06. POS solutions 07. POS by store size 08. POS occasions 09. sampling booth 10. merchandise
If any questions, please reach out to the Tulip International Marketing Team. 2
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And we’ve been delivering quality for more than
01.
100 years
product
since 1887 At Tulip we proudly produce the
highest quality meat products.
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Pork Luncheon Meat
our tasty classic.
We’re known for making a wide range of canned meat products, but our tasty bestseller is the Tulip Pork Luncheon Meat. Sold in more than 100 countries, it’s simply made from minced pork meat which is cooked in the canallowing you to prepare a quick, tasty dinner in no time. The product can be enjoyed hot, fried and cold and has long shelf life of up to 5 years. 6
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Brand mission
Brand solution
Today, we’re a modern meat manufacturing company
…But we also know that families eating together on a regular basis actually stay healthier, and they have a lower risk of splitting up because
Our brand mission is to make a positive contribution to our consumers’ everyday lives by
eating together
inspiring people
02.
the Tulip brand
to
eat
makes
you
happier.
together. Brand history
Consumer challenge
Value proposition
The Tulip brand dates all the way back to 1887 in Denmark, so we’re proud to have more than
We know that modern day lifestyles with busy work schedules and constant interruptions from mobile devices can make it
Therefore, our mission is to inspire consumers to come together by eating together, and we’re proud to be a valuable part of family meals around the globe.
100 years
& expertise. of brand
history
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simply
increasingly difficult
for families
to ensure
quality time
together.
Enjoy
together. 9
We know our
03.
shoppers
worldwide.
target shopper Targeting families with kids, our primary shopper is women aged 20-50. Characterized as socializers & caregivers, we know they enjoy connecting with others and taking care of their families.
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When communicating across the shopper journey, we know that communicating effectively to shoppers means tailoring our message across
04.
in-store basics
different shopper touchpoints.
And we communicate cross the shopper journey with very different goals.
Shopper touchpionts
Outside store.
Our mission
Near product.
Attract attention
Remind Shopper
Make the sale
Be visible out of home,
Disrupt the consumer as they journey through the store (ex. with a display, hanger or gondola end) to increase purchase probability
Increase visibility on regular shelf, ex. with wobblers, shelf talkers etc. to prompt shoppers to buy
ex. highways, parking lots, bus stops or digital to increase top of mind brand awareness
Shopper touchpionts
While ensuring our communication overcomes known consumer barriers.
Inside store.
e.g. billboard
in store
Outside store.
Inside store.
Product
Product
Product
relevant
found
bought
e.g. billboard
not
Consumer barriers
2nd placement
• Brand is unknown • Product is not relevant • Brand/product not considered
2nd placement
not
• Not looking for this product
Near product. in store
not
Shopper not attracted to:
• Can’t find the product
• Canned meats/category
• Brand/product not considered
• Product packaging • Pack claims • Price point
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Introducing‌
05.
in-store concept
for established markets
In established markets where we have a strong brand positioning, we focus our messaging on storytelling related to enjoying moments together. This is because we believe a meal is more than what we eat. Meals are happiness, hygge, history and a feeling of home. And meals are about caring – for each other and for ourselves. 14
Find it in your local store.
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06.
POS solutions
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Shopper touchpionts.
NEAR
INSIDE store
product
Our mission.
Attract
DISRUPT
Make them
Point of sale material.
store
NEAR
ATTENTON
the consumer
BUY TULIP
Billboard
Gondola end/ 2nd placement
Wobbler
POS across the shopper journey for established markets.
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Prioritizing placements across the shopper journey.
POS by store size
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Looking for familiar/traditional brands/packaging
Price conscious
Best practise POS for medium stores.
Best practise POS for large stores.
Specifically for small stores with little space to activate POS material, we’ve developed a hanger which is easy to install and fit into tight spaces.
Medium-sized stores often have space for manufacturers to put up 2nd placement displays or dress gondola ends, and our strategy is to ensure as many 2nd placements as possible as this increases the consumer’s chance to find and buy our products, even if she doesn’t visit the canned aisle.
The slogan for hyper markets should be: bigger is always better as consumers often come to these stores to buy products in bulk. Therefore, we suggest a pallet wrap solution or to place several displays together to ensure we stay visible in big open store spaces.
(e.g. impulse channel)
Shopper mindset.
07.
Best practise POS for small stores.
Willing to try new things if it’s appealing
2ND PLACEMENT
(e.g. supermarkets)
2ND PLACEMENT
(e.g. hyper markets)
2ND PLACEMENT
Promotion priotization.
1
Communicate on shelf near product
2
Get 2nd placement
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Prompt consideration at entrance
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Prompt consideration outside store
1 NEAR PRODUCT
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3
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Even when space is a limitation, it’s always possible to fit in a wobbler communicating the key USP and key call to actions for the consumer.
NEAR PRODUCT When the consumer gets up and close to the shelf, it’s important we communicate our USPs and key call to action to ensure we stand out compared to our competitors.
NEAR PRODUCT When the consumer gets up and close to the shelf, it’s important we communicate our USPs and key call to action to ensure we stand out compared to our competitors. 19
08.
POS occasions
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POS across the shopper journey for established markets.
We’re also launching occasion-based POS material because it allows us to communicate at key relevant moments with our consumers throughout the year - and ensures that they remember to buy Tulip during key occasions.
School start School start is a recurring occasion across the globe which calls for convenient solutions. Therefore, it’s our moment to shine as our products are convenient and easy to cook on busy school nights.
Chinese New Year Celebrated not only in China, Chinese New Year is a major celebration with prosperity at the center. Our focus is to be the New Year favourite!
Christmas A global holiday, Christmas is all about making the holidays special with Tulip, so naturally our communication is all about encouraging consumers to enjoy Christmas together with their loved ones - and with us.
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with
ith
asy w
e Made
Shopper touchpionts.
NEAR
Our mission.
Attract
Point of sale material.
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store
Tulip.
store
product
Shopper touchpionts.
DISRUPT
Make them
Our mission.
INSIDE
NEAR
ATTENTON
the consumer
BUY TULIP
Billboard
Gondola end/ 2nd placement
Wobbler
Point of sale material.
NEAR
Shopper touchpionts.
NEAR
INSIDE store
product
Make them
Our mission.
Attract
DISRUPT
Make them
NEAR
INSIDE store
product
Attract
DISRUPT
store
ATTENTON
the consumer
Billboard
Gondola end/ 2nd placement
BUY TULIP
Wobbler
Point of sale material.
store
NEAR
ATTENTON
the consumer
BUY TULIP
Billboard
Gondola end/ 2nd placement
Wobbler
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09.
Sampling booth for product demonstrations
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We have
a generic
demo booth
Tulip sampling activities. for all
Any product information about the products being sampled will be communicated via small posters in a-frames placed on the table.
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Merchandise for sampling activities.
10.
Roll-up banner
merchandise Uniforms
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Merchandise for retail GWPs & consumer giveaways.
Small tooth pick flags for samples
Merchandise for professional foodservice outlets.
Shopping bags
Lunchboxes
Poster
Large flag
Large can mock-up
Small backpacks 2020
Coloring books 2020
A-frames with small posters
Small flag
Stickers for deli servings
Purpose
Emphasize the Tulip brand during sampling events with Tulip branded merchandise & uniforms for the demo booth staff.
Purpose
Reward consumers with a gift with their purchase (& use attractive GWP as buying incentive) or use as giveaways for radio trivias, Facebook competitions etc.
Purpose
Provide Tulip branded merchandise to restaurants & other FS outlets selling Tulip products to increase our branded presence away from home.
Targeting
Merchandise for sampling events at retailers (aimed at consumers) or trade fairs (aimed at customers)
Targeting
Key target: Families with kids; Secondary target: Younger generation
Targeting
Restaurants, kiosks, cafĂŠs and other food outlets selling Tulip branded products away from home. 27
Questions or
Please reach out to the Tulip Canned Meat Marketing Team:
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Brand Manager (Americas/Africa)
Brand Manager (Asia)
Tina Kessel
Maria-Louise Dueholm Mortensen
TKESS@danishcrown.com
MADUM@danishcrown.com
