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Syralite™

Product Launch
Contents

1 Facts & Trends

2 Market for polyols

3 Positioning & Marketing strategy

4 Data collection Methodology

5 Suggestions & Recommendations


Food specialities Ltd

Food Specialities Ltd headquartered in


Jebel Ali , Dubai

20 years of experience in the Middle East

Presence in major GCC countries

Integrated System - All branch offices


online with Dubai office

ISO 9001:2000 certified company


Food specialities Ltd

Food Specialities
Limited

Consumer
Food Ingredients Trade Agencies Pharmaceutical
Products
Division Division Division
Division

Ingredients & Dairy


Commodities Unit

Meat, Poultry, Snack and


Food Ingredients

Food Additives, Confectionery


and Bakery Unit
In Frame/Out Frame

POLYOL BLEND
PRODUCT PRICING AND
FINALIZATION AND
NEGOTIATIONS
LABORATORY TESTING PRIMARY DATA FROM CUSTOMERS

ANALYZE COLLECTED DATA

IDENTIFY POTENTIAL BUSINESS


UNITS TO SELL THE PRODUCTS

INTERVIEW MANUFACTURERS AND


OBTAIN INFORMATION

FORMULATE MARKETING STRATEGY


BASED ON RESPONSES

PREPARATION OF RECIPES AND FOLLOW UP WITH MANUFACTURERS AND


SAMPLE CONFECTIONARIES HANDLING PRODUCT SALES
TRENDS AND FACTS
Sugar Facts
Sugar Consumption and Growth
Trends
 MENA population:
6% of world population 35
32

28 23
 Sugar consumption:
9% of world sugar 21

consumption
14

 Regional consumption 7
3 2
12 million tonnes per
0
annum Sugar Growth Rate(%) Per Capita Sugar
Consumption (KG)

MENA World Avg


Health Angle – A few facts

Diabetes prevalence in
the adult population: At least 50% of all
people with diabetes are
Nauru(30.7%) Diabetes is the unaware of their
UAE (19.5%) fourth leading cause of condition
Saudi Arabia (16.7%) global death by disease
In some countries this
Bahrain(15.2%) figure may reach 80%
Kuwait (14.4%)
Sugar Trends

Sugar and sweeteners typically account for


more than 10% of total calorie intake

European and US consumers are trying


to cut down sugar intake

Low calorie sweeteners are proving


increasingly popular
WHO Findings: 1998-
1998-2000

Survey by WHO & UAE Ministry of Health (1998-2000)

6,609 men and women

• 2,363 nationals
• 4,246 expatriates

Overall percentage of people with diabetes -


19.6%
• UAE citizens – 24%
• Expatriates – 17.4%

Higher prevalence in 60+ age group - 40%


WHO Findings : 2005

One in every four UAE adult is believed to be diabetic

Diabetes and childhood obesity are major health concerns - the two go
largely hand-in-hand

Type II diabetes (a.k.a. “Adult onset" diabetes) more common among


younger individuals

UAE youth likely to be 2-3 times more obese than the international
standard
Sugar--Free
Sugar

What is “Sugar-free”?

Intense Sweeteners - Aspartame based

• Equal®, Splenda®, NutraSweet®, Canderel®

Bulk sweeteners - Polyol based

• Xylitol® , MaltiSorb® , MaltiSweet®


WHAT ARE POLYOLS
Polyols - Properties

Also called as sugar alcohols

Hydrogenated form of carbohydrate

Used for replacing sucrose in food stuff

• in combination with high intensive sweeteners (HIS)

Incompletely absorbed into the blood stream


Calorie comparison
POSITIONING AND STRATEGY
Market for Polyols

Health conscious people

Diabetic and Hypoglycaemic

Overweight

Dental problems
Positioning of Polyol Blend

Phase 4

Phase 3

Phase 2

Phase 1
Differentiate
‘Syralite’ as a
Highlight as a brand from
Project product ‘health other similar
as a low enhancer’ substitutes
Communicate calorie with all the
and deliver ingredient features of
value to the normal sugar
customer
Whom to market to?

Ho-Re-Ca Demography

Hotels, restaurants Middle and


and caterers high income
group

Whom to
Market to?

Aviation Catering Bakeries & Sweet


Industry shops
Premium bakery
Dubai an international shops and sub-
hub for middle-east premium bakery
flying shops
Marketing Strategy

Secondary
Research

Approach Data collection


end and Study
customers to enable the
team to find a Partnering with
suitable strategy Sweetshops and
to capture the Bakeries
market

Push Strategy- Endorsements


Manufacturers from Dubai
Municipality
RESEARCH METHODOLOGY
Data Collection - Methodology

Primary data collection Secondary research

Preferential sampling – Sugar consumption in


Customers UAE

Online data collection Diabetes prevalence


CUSTOMER DATA ANALYSIS
Customer Questionnaire

Divided into three


logical segments

Customer Awareness &


Food habits
information Pricing

Age group, Nationality, Frequency of having Their opinion on


Gender sweets healthy sugar

Where do they buy How much are they


these sweets and willing to pay for a
confectioneries healthy living?
Data Analysis and Interpretation

Gender Nationality
Male female Arab Asian European Others
1% 15%
20%

73% 27% 27%


64%

Age Group
Less than 18years 18 to 30 years 30 to 50 years Above 50 years

4% 6%

40%
50%
Data Analysis and Interpretation

Consumption Pattern
Tried Sugar Free products?

50

38% 40 29
19 21
62% 30

20

10

0
Skimmed milk or Milk with full Both skimmed milk
Yes No low fat milk cream as well as full
cream milk

 Good number of people have already used


Sugar Free product and there is a marked
preference for low-cal products
Nationality Vs Experience

Same taste. I dont find any difference.


I didnt like the taste
Never tried but would like to try them in future
Good

100.0%

57.9%
61.5% 7.7%
29.5%
29.5% 32.6%
10.5%
15.4%
10.5% 0.0% 29.5%
10.5%
15.4%
30.5% 0.0%
10.9%
21.1%
0.0% 27.1%
Middle East
Asian
European
Others
Total
Nationality Vs Opinion
No idea about it I think it tastes bitter / bland I don't mind using them Good, I use them

7.7%
16.8%
21.7%

30.8%
52.6% 50.0%

49.5%
45.0%

53.8%
31.6%
12.6%
50.0% 16.3%

21.1% 10.5%
17.1%
7.7% 5.3%
0.0%

Middle East Asian European Others Total


Nationality Vs Price Premium

Same Price upto 20% 20% to 50% above 50%

0.0% 0.0% 0.0%


7.4% 5.4%

37.9% 50.0%
53.8% 42.6%
57.9%

7.7%

43.2% 38.0%

31.6% 50.0%
38.5%

11.6% 14.0%
10.5%
0.0%

Middle East Asian European Others Total


Sweets Preference Vs Opinion

Arab Sweets Indian Sweets Pastries And Cookies

50.6%
37.8%
32.4%
13.5% 16.2%

22.4%
41.4%
9.4%
31.0%
17.6%
6.9%
20.7%

No idea about it
I think it tastes bitter
/ bland I don't mind using
them Good, I use them
Sweets Preference Vs Price Premium

Arab Sweets Indian Sweets Pastries And Cookies

32.4%
43.2%

43.5% 43.5%
24.3%

50.0%
28.6%
7.1%
17.9% 0.0%

5.9%

3.6%
Same Price
upto 20%
20% to 50%
above 50%
Prevents Diabetes Vs Diabetic in Family

Does Not Prevent Prevents


67.16%
60.71%

8.96% 16.07%

No Diabetic history
Diabetic History
Diabetic In Family Vs Opinion

No idea about it I think it tastes bitter / bland I don't mind using them Good, I use them

16.1%
23.9% 21.7%

50.0%

42.9%
45.0%
49.3%

16.7%

19.6%
16.3%
11.9%
33.3%
21.4% 17.1%
14.9%
0.0%

No Yes Can't Say Total


MANUFACTURER DATA ANALYSIS
Manufacturer Questionnaire

Customer Clientele, Types of sweets,


information & Modifications in product line
product line
Awareness of low calorie
Three Awareness and sugars
logical usage Current products using low-
segments calorie sugars
Motivational factors,
Willingness to use promotional pricing
and customer
demand Customer demand for low
calorie products
Data Analysis and Interpretation
Data Analysis and Interpretation
Data Analysis and Interpretation
Data Analysis and Interpretation
Manufacturer’s Purchase Decision Process

Ensure product
acceptance Add Your Text

Project health benefits


Add Your Text
and create Urgency

Make them aware that


Add Your Text
customers are aware

Add Your Text


Make them understand
the difference
LABEL
LABELLING
COMPETITION ANALYSIS
Possible Competition

1 2 3 4

“MALTISWEET™” “Bite Rite” “LYCASIN®” Distributors


“MaltiSorb®”
DM Flavors Sahtain
NMC
and Foodstuff
Foodlands, Roquette,
SPI Polyols, Trading,
Abu Dhabi France
New Castle Dubai
Price Comparison

Sugar-free Polo
AED 3.45
Normal Polo
AED 1.5

Chocolate Biscuit
250gms
AED 2.5 Sugar-free Biscuit
150gms
AED 5.25
TOOLS AND METHODOLOGIES
Resistance Analysis

Strategy for
Key Reason for resisting Level of
dealing with
Constituent change resistance
resistance
Approachability Culture of Arabs and no High Organize events in malls
of Arab women female in the group to
for survey assist with data collection
from women
Time of survey Ramadan period. Fasting High Call back after Ramadan
data collection was going on and people
were not receptive
towards answering
questions related to food
Data collection As per policy in malls data Medium  Target other potential
inside malls collection is strictly places
prohibited  Collect data through
disguise
Lack of Due to their lack of Medium Make them taste the
awareness awareness they are not product and show
interested in responding the market demand
to surveys
QFD AND FMEA
SUGGESTIONS
Suggestions & Recommendations

Add new blends / Emphasize on ‘Health


Value additions angle’- Stress as a
‘Functional’ product

Strategic tie-ups
Continuous with major
interaction with FSL sweetshops and
consumers bakeries

Events and promotions Marketing gimmicks


Suggestions & Recommendations

Promote ‘Syralite’ as a
brand with recall value
among manufacturers

Get endorsements from


health community and the
Dubai Municipality

Draw on lessons from


Diet Cola marketing
VALUE ADDITIONS
Sample Recipe

FSL tried the product on following recipes


Arabian
 Baklawa
Indian
 Gulab jamun
Pastries And Cookies
 Devil’s Cake
 Strawberry Mousse
Unique Customer responses

“I will not go for sugar free products even if I


get diabetes”

“So this means I can eat more sweets, right?”

“The product looks cool. Where can I buy it?”


SPJCM – “Go Healthy” Team

Arvind B
Arvind S
Anush R
Aswin N
Jayakumar R