Morton salt brand research

Page 1


Morton Salt History 1848

Found In Chicago

1889 1910 1914

Introduction of Morton’s Girl 1924 and Morton’s Slogan “When it Rains, it Pours”

1970 1973 1984 1988 1998 2004

Morton’s Product Expansion

Salt Water Softner Spices Salt Pellets

Water Softner

Salt Pellets

2006 2007 2008

Morton-McCormick Partnership 2008

2009 2010

Morton is acquired by K+S

2011 2011 2014

Morton’s girl 100th Birthday


Morton Salt Slogan

100th birthday of “When it Rains it Pours” and the “Morton’s Girl”


Morton Salt Evolution


Morton Salt Marketing Hello? How much salt do I add to the soup Mother?

Moon Landing 1969

A pinch? But how big is a pinch Mother?

President Nixon 1969

We have different size hands mother!


Morton Salt Marketing Hello? How much salt do I add to the soup Mother?

Moon Landing 1969

A pinch? But how big is a pinch Mother?

President Nixon 1969

We have different size hands mother!

Woodstock 1969


What Has Happened Since?


Media War on Salt


Media War on Salt


Media War on Salt


Media War on Salt


Media War on Salt


Salt Consumption

99 out out ofof 1010 Americans Americans consume consume too too much much sodium. sodium.

35% 35% more more sodium sodium today today than than 1900s 1900s

1900s 1900s

2010s 2010s


Where come Where Doesdoes it Comeit From?

from?

Restaurant

Home

60%

25%

10%

2000mg

Supermarket

Recommended Daily Sodium Intake

Work 50% Breakfast

Home

Lunch

Snack

Work

Dinner

Home


Dealing with Dogma Salt is linked to many health issues but it is not the salt’s problem, it is a problem of intake portions. TOO MUCH SALT CAUSES THESE PROBLEMS

Obesity

Death

High Blood Pressure

Heart Attack

The National Heart Lung and Blood Association reports that 500 mg is a safe daily minimum intake of sodium to maintain the bodily functions.

Too Little Salt causes these problems Lack of Sodium in the Body can produce >Increased LDL and Triglycerides (Bad

Cholesterol) >Insulin Resistance (Leading cause of Obesity) >Hyponatremia (Spasms) >Death for people with Type II Diabetes due to lack of water in the body


What Has Happened to the Market?


Salt Market

OTHER

35%

30%

16%

4%

16%


Salt Market Change Round Can Round CanKosher Sea Sea CanSalt SeaKosher Kosher Salt Kosher Salt Salt Salt Round Can Round Sea Salt Salt 2005

2005 2005 2009 2010 2011 2011 2009 2005 2009 20102009 2010 20112010 2011

17%

17% 17%22%

17%

3%

3%3%

3%

14%

80%

80% 80% 64%

80%

16% 11%

22% 22% 23%

22%

23% 23% 24%

23%

24% 24%

24%

14% 14% 21%

14%

21% 21% 22%

21%

22% 22%

22%

64% 64% 56%

64%

56% 56% 54%

56%

54% 54%

54%

8%11% 7% 8%2%7% 7%1% 8% 16% 16% 11%8% 16% 11%

7% 2% 2% 1% 1%2%

1%


Missed Generation! 1914

2014

MILLENNIALS

1968


Who Uses Salt?


Who Uses Salt, How and How Much

Drew 20 - University Student Salt for Popcorn and Shots

Fiona and Gabriel 27 and 29- New Home Owners Use Salt for the Daily Cooking

> The busy schedule of a college student prevents him from cooking, or so he says. His family uses Morton’s, so does he!

> Their home cooking is a way to feel like a family, just like their parents!

Dan and Craig 34 and 36 - Designer/Entrepreneur Use Salt to Garnish their Salads

Phil and Family 42 - Engineer To Spice up his Barbecue

Sue 64 - Retired Teacher Uses Salt to Delight her Family

>Together they help each other watch what they eat in order to stay fit thats why they must portion their daily calorie intake carefully.

>He cares about his health, but will not compromise the taste of his ribs, potato salad for his wife, chicken wings for the kids. He cooks like his dad cooked!

>She loves making her famous chicken noodle soup and grilled veggies from scratch, the same way her mother’s mother use to make it.

Daily Salt Intake by Age Everyone is Different Salt intake varies by person, by lifestyle and by uses, but everyone in one way or another uses salt.

32 Months / 26 Oz Can

12 Months / 26 Oz Can

4 Months / 26 Oz Can

14 Months / 26 Oz Can

6 Months / 26 Oz Can


Morton Salt Attributes!


Positioning Platform

Morton Salt Attributes and Traits IS... Caring

All American I have been part of America for many years and have slowly become part of the American families. From generation to generation I have been a tradition of flavor and without my taste, no kitchen is complete. From granny’s meatloaf to mom’s beef stew and into today’s kale salads, I have been there to support everyone’s delights.

Caring It gives me great pleasure to make something that

Trustworthy

and realizing, however, that all of our Itsomeone gives enjoys me great pleasure to help make taste buds are different. something that someone enjoys. Realizing I love I have brought simple pleasure that alltoofknow ourthat taste buds are the different, I make of good food to those I care about, it makes me smile. sure that everyone enjoys what they like, the same way mothers have been doing it for their loved ones through the years.

People can trust in their time of need. They recognize me and know I am the right person to help. For many generations and for families all over America, I am always there to make things easier and betters, no matter the situation.

I love to know that I have brought the simple pleasure of good food to those I care most for.

In many ways, I am their rock!


Positioning Statement WHAT: All American Salt HOW: Classic Flavor, Simple Ingredients and Portioning WHO: Busy Millennials WHERE: Modern American Household WHY: Care about their health and the health of loved ones WHEN: In an inherent media war of mistrust of salt.

Morton Salt is the All-American Salt that brings the classic flavor of home, simple ingredients and portioning awareness to busy millennials of the urban American household who care about their bodies and the health of their loved ones in a time where there is an inherent mistrust of salt and media war against it.


IS... Caring

Positioning Salt as a health necessity and erasing the negative reputation the media has given it.

Caring All-American Trustworthy

Competitive Advantage

Attributes

Healthy Salt

Positioning Platform

Vision and Mission

Brand Brief

American Tradition >Recognition >Household Name >History >Simplicity

It gives me great pleasure to make something that someone enjoys and realizing, however, that all of our taste buds are different.

TAKE SALT INTO YOUR OWN HANDS

Home and On-The-Go +

Salt for Home and on-the-go for busy millennials who care about what they intake on an everyday basis

Target Markets

Key Products

Positioning Salt as a health necessity and erasing the negative reputation the media has given it.

Millennials The lack of exposure to advertisement makes this group the perfect market for a re-introduction of salt into the contemporary times.

Key Competitors

Indie Woman

Value Proposition

Big Idea

Key Stakeholders

I love to know that I have brought the simple pleasure of good food to those I care about, it makes me smile.

Same Salt - New Use By giving the individual the opportunity to take control of salt, Morton Salt will become an accessory that can exist in every place, not just the kitchen

Same Salt 0 New Use The lack of exposure to advertisement makes this group the perfect market for a re-introduction of salt into the contemporary times.


Big Idea

TAKE SALT INTO YOUR OWN HANDS


Vision and Mission

Healthy Salt Our vision is to position Morton Salt as a health necessity, and American home tradition while at the same time combat the negative reputation the media has started against salt.


Competitive Advantage

All American Tradition The main advantage of Morton Salt is the recognition that we already have of it. Whether your mother, your grandmother or your friends family bought it, Morton Salt has always been part of the kitchen all over the country.


Key Competitors

Forms of Salt Salt’s competition is more than just at the supermarket. Different forms of salt exist is different places and for different users. Home Competitor - The Salt Shaker Work Competitor - The Salt Packet Health Competitor - Salt Substitute


Value Proposition

Same Salt - New Use With an expansion of specialty salts and salt forms. The proposal seeks to keep the simplicity of salt but make it marketable for new users and new places.


Target Markets

Millennials As a generation that has only been exposed to the negative effects of sodium and with an intense interest in health, Millennials make the perfect market to introduce Morton Salt as a positive and healthy substance for their everyday lives.


Key Products

New Sense of Home

+

Millennials are busy, dedicated and health conscious, but they lack time. Which means that their meals are always prepared ahead of time or taken on the go. This characteristic creates two opportunities for Salt to exist in two different places. Home and On-The-Go


Key Stakeholders Emily 27-34 yrs old 1/3 of US women $1 Trillion /yr spending

Indie Woman The growing segment of female consumers, who loves to shop, dine, spend time with friends and focuses on career before marriage. She loves to online shop and, particularly, hunt for bargains but she also has a strong brand affinity for products with great peer reviews. When it comes to food, prep-time is more important than eating well. The Indie Woman has no time to waste, so she looks for brands to offer more semi-homemade meals that use fresh, high-quality ingredients, and products that are healthy, fast and efficient.


Key Stakeholders Emily NGO Employee 60-80 Hours/Week Beginning the Day

6:45 AM >After snoozing for an hour

6

7

8

9

10

11

12

1

2

3

4

5

6

7

8

9

10

11


Key Stakeholders Emily NGO Employee 60-80 Hours/Week Beginning the Day

6:45 AM >After snoozing for an hour

6

7

8

9

10

7:10 AM >Jump in for a quick Shower

11

12

1

2

3

4

5

6

7

8

9

10

11


Key Stakeholders Emily NGO Employee 60-80 Hours/Week Beginning the Day

6:45 AM >After snoozing for an hour

6

7

8

9

10

7:10 AM >Jump in for a quick Shower

11

12

1

2

3

4

7:40 AM >Run to Work and Eat on the Go

5

6

7

8

9

10

11


Key Stakeholders Emily NGO Employee 60-80 Hours/Week Work Day

8:30 AM >Time for Work

6

7

8

9

10

11

12

1

2

3

4

5

6

7

8

9

10

11


Key Stakeholders Emily NGO Employee 60-80 Hours/Week Work Day

8:30 AM >Time for Work

6

7

8

12:10 PM >Healthy Packed Lunch Brighten her day with a little spice

9

10

11

12

1

2

3

4

5

6

7

8

9

10

11


Key Stakeholders Emily NGO Employee 60-80 Hours/Week Work Day

8:30 AM >Time for Work

6

7

8

12:10 PM >Healthy Packed Lunch Brighten her day with a little spice

9

10

11

12

1

2

3

4

3:40 PM >Snack at Work

5

6

7

8

9

10

11


Key Stakeholders Emily NGO Employee 60-80 Hours/Week After Work

7:30 PM >Time to workout, “Gotta look Good”

6

7

8

9

10

11

12

1

2

3

4

5

6

7

8

9

10

11


Key Stakeholders Emily NGO Employee 60-80 Hours/Week After Work

7:30 PM >Time to workout, “Gotta look Good”

6

7

8

9

10

11

8:10 PM >Quick Dinner - “Food Varies by Day”

12

1

2

3

4

5

6

7

8

9

10

11


Key Stakeholders Emily NGO Employee 60-80 Hours/Week After Work

7:30 PM >Time to workout, “Gotta look Good”

6

7

8

9

10

11

8:10 PM >Quick Dinner “Food Varies by Day”

12

1

2

3

10:00 PM >Work from Home and Relax a little before starting all over

4

5

6

7

8

9

10

11


Opportunities

Home.

America’s Spice. On the go.


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Color Analysis


Color Spectrum

• McCormick • Morton • Everyday Essential • Diamond Crystal • Celtic

• McCormick

• Diamond Crystal

• Red Cross

• Celtic

• Diamond Crystal • Red Cross • Morton

• Everyday Essential

• McCormick

• McCormick

• McCormick

• Celtic

• Morton

• Diamond


Color Evolution

• McCormick

• Red Cross

Trustworty

! Attract shoppers on a budget

Clean

Healthy

Navy Teal

• McCormick • Morton • Everyday Essential • Diamond Crystal • Celtic

• Diamond Crystal • Celtic

• Diamond Crystal • Red Cross • Morton

• Everyday Essential

• McCormick

• McCormick

• McCormick

• Celtic

• Morton

• Diamond


ogoLogo Evolution

Trustworty

Trustworty

Optimism

Healthy

Pureness Pureness

Typography

Trustworty Light Simple Heritage

Brand Revolution


Morton on the Go


Salt Straw Portable Light and thin to carry on the go Biodegradable Heat pressed rice paper 7

Morton Salt Green Salt

6

5

4

3

2

1

Twist on Dispensing Portion Control Cap Small version of the already used mechanism


Salt Stick Ergonomic Development


Salt Stick Evolution

Dispensing Cap

Lock Ring

Containing Body

Cap

Dispensing Hole

Dispensing Hole Twisting Cap



Salt Stick at Work



Salt Straw Evolution Daily Pack

Monthly Pack


Morton at Home


Salt Bottle 1 TSP 1 tsp 1/2 tsp 1/4 tsp

1/2 TSP

5-3/4ʼʼ

1/4 TSP




Home Bottle

1tsp 1/2 1/4

Measu rable!

New Easy-to-U

se

le imp S e Sam

Bott le!

TAKE SALT INTO YOUR OWN HANDS

15.0cm

Ingredients

MEASURES

+

NUMBER OF INGREDIENTS Salt, Calcium Silicate

2

CALORIES

0

SERVING SIZE

1.8 Grams SERVINGS PER CONTAINER

111

SHAKES

% DAILY VALUES ARE BASED ON A 2,000 CALORIE DIET 10%

200g 7.0 oz

0 33 0 0 45

20%

30%

40%

50%

60%

70%

80%

% TOTAL FAT - 0 grams % SODIUM - 650 mg % TOTAL CARBOHYDRATE - 0 grams % PROTEIN - 0 grams % IODINE

90%

100%

+

STORES

7.5cm

4.0cm


TAKE SALT INTO YOUR OWN HANDS


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