Honey Monster Sugar Puffs

One brand that isn’t so well known in Finland is Sugar Puffs. Sugar Puffs is a sweet breakfast cereal and it is marketed to children. They have a very iconic mascot, the Honey Monster, which has been used since the 1970s (here’s a link to the Honey Monster’s TV debut, quite entertaining). The brand was acquired by Raisio Group in 2006. Since the breakfast cereal market is very competitive they are actively promoting Sugar Puffs. The Honey Monster has an account on Twitter as well as a Facebook page, the latter having over 20,000 likes. This is a very interesting brand with a lot of possibilities, but I’m not sure how big the breakfast cereal market is in Finland. The brand is stronger in the UK where it has a longer history and the food culture is a bit different.

 

Team working day 1

Hello!

Today we’ve had our first working day during which we produced a mind map about the work of Raisio that looked something like this:

 

We’ve done some notes of each of the subjects that we’ll add here. Until next time we will try to find more information about each of the subjects. These are our notes so far: 

History:

   1939- 42 Wheat farmers found a milling company and build a mill. 1948-50 Production expands to include manufacture of feeds, malts and vegetable oils. 1956-57 Margarine production begins. 1988-89 The company is listed on the Helsinki Exchanges. 1995-96 The Chemicals Division expands to Canada and the UK, and the Margarine Division to Poland and then to Sweden. 1996 Benecol attracts international attention. 1999 Deliveries of Benecol products to Britain, the USA, Ireland and the Benelux countries begin.2006 Production of soy-oat based fresh products starts up in Turku. 2008 A new label indicating the CO2 emissions to Elovena oat flakes package is introduced. Benecol products are launched on the Asian market.Elovena products are launched in Poland, Sweden and Estonia. 2009 Raisio’s 70th anniversary.

When did it come a OYJ, and why? – Why change the name from Raisio Group?

Values:

Health care and candy (double moral?). Ecological. Sustainable food chain. Human capital efforts. Product spec. values. Safety of the products. CSR. Preservatives.

Competitors:

Raw material. Geographical competition. Size and niche competitors. Competing strategies.

Future:

 Candy ? New markets?

B2B:

 

Raisio Agro and other brands

 

Partners:

-UK-based -Supply chain partner

-Give up some Partner → nowadays competitior

-Outsourcing → administration → marketing → logistics → production

-Retailers, wholesalers

-Coopetition → Cooperation with competitors

Marketing

-Segmentation

-Pricing strategy

-Raision vs. Brand

-B2B & B2C

Webpage:

-Info

-Service

-Online shop

-Social media – different pages/ brand

-cook-book

-Interaction

Industrial production:

-CO²e -Animal vs. veg. → do they limit their range of products

-Eco impact measurment

-Raw material

-local vs. global

-Production placements FIN, UK

That’s enough for today, just look at how active we’ve been:

Björn Juhlin

I’m Björn Juhlin, of group Lucky Number Seven. I come from Malmö and moved to Turku 2008. I’m studying Business of Economics at Åbo Akademi (accounting as major), this is my third year. Have done the INNO 58h course twice before and look forward to participate event this time. My interests are all activities related to water. Sailing, diving, surfing, swimming, fishing and at the moment I’m also running two aquariums! I could describe myself as an extrovert person who loves challenges. I’m burning for economics and I have always some new business concepts running in my head. Weaknesses are defenitely organizing and to work towards certain deadlines. At my spare time I mostly do clubbing, but sometimes I take my mountain bike out for a ride in the woods as well. My specialty is cooking. Favorite dish is lamb marinated with rosemary garlic, served with goat cheese potato gratin and wild onion sauce.

 

Who am I?

So here’s a short presentation of who I am.

My name is Simon, I’m 22 years old and I’m from a town called Pargas (Parainen). I’m currently studying International Marketing at the School of Business and Economics at Åbo Akademi. I’m interested in digital marketing and consumer psychology. I intend to write my bachelor thesis this spring.

This is the second time I’m doing the Inno58H course and I really enjoyed the last time, though it didn’t go that smoothly because our team leader had to quit the course and the company that gave us our task seemed very disinterested. This year I hope we’ll be able to have better contact to the company we’re working for and that our team will work smoothly, but I have no reason to doubt that, the first meeting went really well.

On my spare time I’m usually caught up in some kind of cultural event. I’ve been involved in many theatre productions, as an actor as well as a writer and producer. Besides theatre I’ve been performing as a stand up comedian for roughly the past five years. I also like to play bass though I’m no good at it.

That’s about all I come up with right now. Here’s a picture of me swimming in a swamp:

I do not recommend this.

Until next time,

-Simon

 

Hello!

So this is it. The first post on our blog. Exciting!

We’re a group consisting of 6 creative students; three from Turku University of Applied Sciences, two from Åbo Akademi University and one from Novia University of Applied Sciences. On this course we’ll be working on a task from Raisio Group. We won’t get any specific task quite yet but the hint we got was that it has something to do with “generating ideas”. Since Raisio Group is so huge and manages many different brands the task could be pretty much anything. It will be a challenge but we will do everything in our power to be well prepared when we go to Kunstenniemi. I have no doubt that it will turn out great, our team seems very capable and our different backgrounds will probably produce many different views on the problems at hand. Looking forward to innovating!

 

Keep your eyes peeled for short presentations of each team member, they will be up shortly!

 

-Simon