NDC Strategy Development
- 1. Presented by Helen Brophy Chief Executive, National Dairy Council April 2008
- 2. Why Does the NDC Require a New Strategy ? Need for a trusted industry voice to drive the consumption of milk and dairy products in Ireland. NDC business model required change to evolve with changing consumer and market trends. Engagement and contact with key stakeholders needed to be strengthened. NDC must demonstrate value and measure the performance and impact of its programmes/activities.
- 3. Key Issues for NDC Arising From Stakeholder Consultation Process Appropriate time to initiate a new drive to promote milk and dairy products more proactively in Ireland. Level of misinformation and inaccurate facts being communicated to consumers is damaging to the sector. Need for the NDC to be more outward focused and recognise the potential to harness relations and build partnerships/ synergies both at national and international level. Need for strong communication and awareness profile of the NDC and its programmes/activities.
- 4. Value & Projected Growth of Irish Dairy Market Click to add Body Copy
- 5. Key Consumer Issues in Dairy How Often Do We Purchase From the Dairy Shelf ? certain products showing decrease in frequency: milk, butter and cheese in particular. How Much Do We Purchase ? trends also showing that when we do buy, we are buying less than previously, particularly butter. How Much Do We Spend ? do prices reflect the true value of the product and how is this impacted on by the strong growth of private label ?
- 6. Key Consumer Survey Findings (NDC Commissioned-Survey) 29% of adults aged 15+ not consuming three servings of dairy per day as recommended by Dept. Health & Children. 27% do not believe they will consume more milk in the future. 55% believe butter is fattening and detrimental to their health. 72% believe butter is not good for their cholesterol levels. 45% believe cheese is fattening and detrimental to their health. 30% do not believe milk is a natural unprocessed product. 17% believe milk is harmful to their health. Source: TNS 2008
- 7. Mission of the NDC … ..to support Irish dairy farmers by driving the positive position and consumption of milk and dairy products through integrated marketing and communications programmes, based on informed scientific evidence.
- 8. Objectives of Strategy Objective 1: Enhance the position and image of dairy products through well-informed advocacy and communication Objective 2: Increase the consumption of milk by young people in leading the re-vitalisation of the School Milk Scheme Objective 3: Strengthen the position and image of milk and dairy amongst targeted consumer segments Objective 4: Inform, advise and publicly represent the milk and dairy sector Objective 5: Be recognised as the national centre of knowledge on dairy nutrition and related matters of importance to consumers Objective 6: Develop the NDC as a competent, efficient, effective organisation delivering value to funders and key stakeholders
- 9. What the Strategy Aims to Deliver
- 10. What the Strategy Aims to Deliver