Marketing Concept

Brand Ambition
To radically change the rules of the game in the nappy/diaper market.
Market Objectives
Establish an international brand that is a recognized
alternative to the leading brands and is both profitable
for retailers and Naty AB.
HIGH
Strategy
Position Naty as a lifestyle brand in the category of baby and women care.
Product performance as good as, or better than, leading brands.
NON
COMPOSTABLE
COMPOSTABLE
Product composition that minimizes harmful effects on the environment.
Private Label
LOW
Vision and Business Concept
Naty’s vision is to become the market leader within the niche market of
ecological hygiene products.
The business concept is to, in co-operation with large retail chains,
develop and market high performance hygiene products that care for
the consumer and the environment.
Important aspects of the Nature concept:
› Market communication - new tone
› Product innovation
› Timing
› Obvious competitive advantage
› Influence on lifestyle/Influence on society
› Design
› Product improvement
› Changing - continuous development
› Combination quality and environment
› Products for retailers within the segment of environment - quality
› Change the rules of the market
Torbjörn Lindgren, creative director
Mother and Baby Magazine - Australia
Auchan TV Magazine:
TV ENVIE - France
Financial Times
Press Activities
Thanks to its revolutionary technology Naty’s products have been making
headlines all over the world for the past fifteen years. Marlene Sandberg
continues to appear on major TV networks and international publications.
Today our customers write about us on their blogs.
Sky News
Marlene Sandberg
CEO
New York Times
www.growingupgreen.com.au - Australia
Natural Moments
– a Naty guide for all moms
Natural Moments is Naty’s natural guide to healthier living for the
mom and the baby (approx 40 pages). It emphasizes Naty’s positioning
as a lifestyle brand, it strengthens the emotional bond with the
consumers and it ensures that the key message is communicated.
It is produced in partnership with major retailers worldwide.
Naty’s Organic Maternity Bag
”Every Mothers Helper”
Fully in line with Naty’s philosophy the Naty Organic Maternity Bag is
made of the finest ECO materials using an all-natural process without
the use of synthetic preservatives to respect and embrace the value of
sustainability and its effects on the environment.
›
›
100% Certified Organic Cotton
No harmful materials
The Naty Organic Maternity Bag has great features, like tons of
pockets, to fit everything mom and baby possibly need.
TRADITIONAL BABY PRODUCTS
What makes the difference?
Our products are made with natural and renewable resources that are
kinder on the baby as well as the environment. The well being of the
baby and the one of the environment he lives in, are our first priority.
The benefits are:
– More breathable
– Help reduce nappy rush
– Decomposes much faster than plastic
VS
you
Mother Nature says thank
Nature Babycare
Naty Consumer Profile
›
›
›
Informed mothers who care about the environment as well as their baby and want to
make a better choice for the future.
Life style aware consumer – organic buyer: Demographically ABC1, age 18-44.
Increasing trend of consumers that show desire for healthier and eco-organic products.
”Mother Nature thanks you”
Become an Ambassador for the best
Green Nappy in the World
The idea with the Eco by Naty Ambassadors started early and grew fast in the
UK market. With no other marketing tool than this, Eco by Naty managed to
take 2% of the nappy market within two years.
The Ambassadors system was built on trust and genuine cooperation between
Nature Babycare and its customers along with an active position towards better
environment for both.The benefits for the Ambassadors included samples, special
offers and also the possibility to play an active role and make an important
change. In a market that has historically been dominated by a few, large actors
with very few environmental alternatives, the ambassador program allows for
Nature Babycare consumer to become engaged consumers.
What is the Ambassador System?
It’s a system that rewards users if:
›
›
›
›
They refer other friends
Stimulate trial
Increase brand loyalty
Increase consumer data base
50% off all clothes
in our webshop
Samples of diapers
Why do we need Ambassadors?
The Ambassador system creates a unique community of parents from all
over the world who are committed to help spreading the word about the
need to use healthier products for the care of their children and family.
Rather than investing in expensive advertising campaigns, we have made
a conscious decision to invest in improving our products, and instead rely
on word of mouth marketing.
All Eco by Naty Ambassadors receive special offers and earn points
for their activities that can be redeemed for exclusive product offers only
available to ambassadors. It’s a win win for everyone!
The Naty Maternity Bag at 70% discount
Exclusive offers for Naty Ambassadors
Special deals through Email Database
Third Party
Social Media
Consumer Packs
How we communicate
the Ambassador System
ADV in no 1 pregnancy
magazines
Celebrities
Deal of the Day sites
Competitions
Bloggers
PROVEN SUCCESS
PROVEN SUCCESS IN EUROPE,
35,000 AMBASSADORS
99,000 FRIENDS
Social class of nappy buyers:
› 75% of Naty by Nature Babycare buyers are catagorised as exclusive/High/Medium
compared to 50% for the total nappy market.
› Naty by Nature Babycare shoppers spend 36% more than the average non eco
nappies buyers.
› 45% of the consumers come from word of mouth.
(Source: UK Kantar analysis)
Drive the consumers to
shop at selected retailer
›
Partnership with leading #1 destination for moms online
in the market
›
Geo-target selected areas
›
Focus on embedded content, dedicated email blasts and
banner ads with offers to drive traffic
50%
off one pack of Naty
Size 1 Newborn nappies
at Woolworths.
Voucher valid between:
6/3/2013 and 11/9/2013
Consumer: Redeem only by purchasing the
brand
and
product
indicated
at
Woolworths stores. Discount will be deducted on product when voucher and
product purchased are scanned at register in the same transaction. Voucher is
not transferable. Valid in Australia only.
Specific retailer
FRANCE
Deal of the day sites
USA
UK
Turnover: 1,3 Billion €
Sales to date: $19,00 USD
Members: ca. 2,3 Millions active
Members: 12 Millions
Members: 4.5 Million active customers
Number of Unique visitors per day:
ca. 2 Millions (est.)
Daily Page Views per Visitor: 12.87
Number of Unique visitors per day:
1,5 Million. 95% of all new mums are
members of the Bounty Club
Time Spent on the site/month/person:
45 minutes
Number of click per activity:
ca. 300 000
Sales Conversion Rate: ca. 3%
Profile of Members:
› 65% women
›› 24% high income
Daily Time on Site: 9:55
Profile of Members: Mostly Women
334 Naty Loves - When a consumer
discovers a brand they love, they click
the heart to add it to their list of favorites.
Zulily will send an email when one of
their favorites is coming up.
Profile of Members:
› 25-35 y.o. Women
›› Pregnant to young family stage
SAMPLING – CONSUMER EXHIBITION
Reviews
Nearly everyone has searched for information on Google or another
search engine, and nearly half the world’s population has searched
for product reviews online. Indeed, it won’t be long before consumers are on average better informed about a retailer’s products than
the retailer’s staff.
https://www.bcgperspectives.com/content/articles/consumer_
products_retail_navigating_new_consumer_realities/?chapter=5
Naty have easy access to all online ratings trough the homepage.
Information on the packs.
Where are they spending their time?
Mandatory question to become a Naty Ambassador
Reach-out to customers
Collaboration Partner
Reach out to consumers
One Day Sites
Bounty
1 500 000
Google
Google Search ’Organic Diaper Bags’
20 000
Pregnancy & Birth
Special ’Birth’
30 000
Organic Food Producer
30 000
Naty*
9000
Naty Ambassador
Per Quarter
1589
Competition – Third Parties
+
A print competition in one of the key consumer parenting titles opens
up the opportunity for not only a company logo but also images
of the product available in the competition. Size of the competition
and the page position can be influenced by the quality/quantity of
products offered for give away.
Eco by Naty
Environmental class 1
For smart users
Awards
“Best Nappies” Gold Award in ’2010
”Good Environmental Choice”
from Practical Pre-School Magazine (UK)
Eco Label from Swedish Society for Nature Conservation
”Green Award for Outstanding Product 2009”
from EcoBabyWorld (USA)
”TIPS Highly Commended Award 2009”
- Lightly Scented Wipes from TIPS Ltd. (UK)
”TIPS Highly Commended Award 2009”
- Fragrance Free Wipes from TIPS Ltd. (UK)
“Best Disposable Diaper” Bronze Award in ’08-’09
“Best Wipes” Gold Award in ’07
EcoBaby World (USA), 2009.
from Mother and Baby Magazine (UK)
from Practical Pre-School Magazine (UK)
“Highly Recommended” Award in ’07-’08
”TIPS Editor’s Choice Award 2007”
from Practical Parenting Magazine (UK)
- Wipes from TIPS Ltd. (UK)
”TIPS Editor’s Choice Award 2007” - Nursing Pads from TIPS Ltd. (UK)
“Best Disposable Diaper”
Silver Award in ’06-’07 from Mother and Baby Magazine (UK)
“Best Baby Wipes” in ’06-’07
from Mother and Baby Magazine (UK)
“Editor’s Choice” Award in ’06-’07
from Junior Magazine (UK)
“Best Baby Wipe” Gold Award in 2005 and 2006 from Mother and Baby Magazine (UK)
Mother & Baby Magazine, July 2006.
For more awards, please visit our website: www.naty.com
Blogger Outreach
COMPETITIONS
Activity with leading baby Magazines and online sites in each market.
NEW
Organic Maternity Bag
Maximization
Maximizationvia
viaCelebrities
Celebrities
Alicia Silverstone
Information
pack
aboutdirectly
ambassador
system of
sent
to famous
mothers,
We put our
product
in the hands
theout
celebrities
sponsoring
contact
the celebrity
troughtoBlogger,
partners.
key events
contributing
makingPR
ouragency
brand and
more
desirable.
Giselle Bundchen
Malin Åkerman
Sylvie Tellier
© Hiadecréation Photographies
Elsa Fayer
© Hiadecréation Photographies
Sampling
An effective way to have our product speaks for itself. We partner with
different media and key events to distribute our diapers and wipes to
new and expectant mothers
Increased Consumer Value
Sales of high value baby articles directly from supplier.
AW_Naty_Mum_Magazine_Babyprod_131112.pdf
1
2013-11-12
11:42
Die Naty by Nature Babycare Windeln
stehen mit beiden Beinen fest auf der Erde.
Das eine Bein ist ihre Performance, das
andere – die besondere Pflege und der
Schutz, die diese Windeln für Ihr Baby und
die Umwelt bieten.
Die Idee, die sich hinter unseren Produkten
versteckt, ist sehr natürlich. Die Naty by
Nature Babycare Windeln werden aus
chlorfreiem Absorptionsmaterial hergestellt,
sie schonen die Umwelt und die weiche
Haut Ihres Babys. Sanft, dünn und passgenau.
Advertising
C
M
Y
CM
MY
We carefully select different media outlets online and offline to reach
consumers maximizing resources and localizing activities.
CY
CMY
K
Im Vergleich zu konventionellen Windeln,
die aus Kunststoff und Erdöl hergestellt
werden, setzten wir in unseren Windeln
eine Feuchteschutzfolie aus Maisstärke ein,
die nicht nur vollständig biologisch abbaubar
ist, sondern auch wichtige Performance-
Go green
without
giving up
performance
Vorteile bietet. Die Windeln sind natürlich
atmungsaktiv und schützen vor Ausdringen der
Nässe, somit halten die Windeln maximal
lange trocken und bieten Komfort.
Eine umweltfreundliche Lösung ohne Nachteile.
www.naty.com
Developed
in Sweden
Do you really care about
the major breakthrough
in the nappy industry.
Eco by Naty
Market leaders
environmental consciousness
lack of environmental consciousness
intelligent, easy, smart and informative marketing
aggressive, and invasive marketing
good design
no plastic, no oil based material
natural materials
environmental certifications
no chemical bleachers
perfume free
good technical performance
lack of good design
large amount of plastic and oil based material
few natural materials
few environmental approvals
chemical bleachers
YES
NO
perfumed
good technical performance
Nature babycare nappies are based on two principles.
One is their great performance. The other is a special care
for your child and Nature.
The whole approach behind our products is natural. Nature
nappies are made from totally chlorine free pulp that’s better
for your baby and Nature. They are soft and thin, with an
excellent fit. Instead of using plastic made from oil, we use
a film based on natural material for the backsheet. Apart
from being 100% biodegradable it has some superb
performance advantages. Such as being naturally breathable, letting the air in and keeping the wetness from coming
out, offering maximum dryness and comfort for your child.
We are 100% dedicated to offer you and your child a way
to go green. With absolutely no sacrifices.
Go green without giving up performance
”It´s possible
to make an
environmentally friendly
disposable nappy
with the same
quality as the
market leaders”
No, it is not possible, don´t bother me again.
Yes, it is possible and I would like a sample.
Instead of normal plastic that is used in most nappies, the outer layer of our nappies
is based from raw material that comes directly from Mother Earth. We use a degradable and organic
cornstarch film, which is also breathable, making Nature Boy and Girl even better
and kinder for your baby.
www.naty.com
“
Social Media
Facebook is our favorite tool to communicate with our fans. Today we
have many country specific Facebook pages enabling us to personalize
our communication and tailor our messages.
We use email blasts and newsletters to keep our customers informed and
convey the sense of community that we strive to maintain day after day.
+ Retailer marketing
In-store
Baby Club
Magazine features
Leaflets
Advertorials
Display
Promotion
Samples
Mother & Baby Facilities
Competitions
Joint Activities
to meet
Agreed Joint Objectives
with
Key Retail Partners
There is an ever increasing demand for environmental and organic products
Naty Marketing plans
Specialist media
Advertising in
Events/Appeals
In-store activity
Ambassador System
PR
Selected baby
and female
magazines.
Awareness building
Benefit selling
Networking marketing
Brand related
Sampling in store
with demo
Word of mouth
Product tests
Environmental info
Samples and tryouts
Advertorials
Pregnancy Box
Information
Press Office
Combination offers
Collaboration
Influencers
Features
Website
Forum
Incentives
Rewards
Linked, when possible, to retailer publications and Mother&Baby marketing
and
In-store price promotion linked to communication.
Contact
Naty A B
Gamla Värmdövägen 4
131 37 Nacka, Sweden
Phone: +46 8 644 96 96
Fax: +46 8 644 96 97
[email protected]
www.naty.com