Aktywacja marki

Aktywacja marki - od koncepcji do
egzekucji na przykładzie
wybranych marek Sara Lee
Witold Araszkiewicz
Sara Lee
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Aktywacja marki - od koncepcji do
egzekucji na przykładzie wybranych marek
Sara Lee
Osobowość marek – personifikacja symboli
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Świat się zmienia i dlatego
pewne rzeczy trzeba robić inaczej...
• Budżety marketingowe muszą pracować ciężej
• Potrzebna jest sprytna „big idea” dookoła, której skupią się
działania marketingowe
• Musimy zbudować emocjonalną więź z konsumentem
poprzez spójną komunikację
• Musimy myśleć holistycznie o naszych planach aktywacji
• ...a wszystko po to, żeby Share of Voice przełożył się w jak
największym stopniu na Share of Mind.
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BIG idea jest „centralnym ośrodkiem
aktywacji”
Jaka powinna być?
1. Jednoczy wszystkie kanały
komunikacji
2. Buduje silną więź z konsumentem
3. „Czasoodporna”
4. Wyróżniająca się i zawłaszczalna
5. Neutralna w stosunku do
kanałów komunikacji
6. Angażuje w doświadczanie marki
•I dzięki temu prowadzi do zmian w zachowaniach
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Co robi, gdzie spędza czas i z kim, czego
pragnie i co myśli…
•Target Group index - cykliczne badanie
konsumpcji oraz odbioru mediów na reprezentatywnej
próbie dla Polaków w wieku 15-75 l.
•Consumer Pasion/Touch Points –
•Barriers and Drivers
•Consumer insight - obserwacja zachowania
konsumenta zawierająca w sobie niezaspokojona potrzebę
oraz potencjał biznesowy
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CASE STUDY
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1. Consumer Target Group
Demographics :all 20-49 living in villages,
small and medium-sized towns, income and
education up to medium, usually married
with 2 children, living often in 2 generation
households
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2. Consumer insights
Coffeee makes me think of relax
meaning we finally,after the whole
day rush, sit together, talk and just
feel we are together..
We drink coffee together with
the whole family. It helps to sum up the
day: what happened at work and at
school, what we have to plan for
tomorrow. We just talk. It would not be
the same over glass of water or juice.
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3. Consumer Drivers and Barriers
Drivers
• People value family contacts and coffee is the vehicle to give
the sense of togetherness that connects the members of the
whole family
• Coffee is a „social glue” which enables to break the ice and
creates valuable social moments
• Coffee is the number one drink associated with conversations
• Free trial or coincidental tasting at somebody's home is a strong
driver of buying decision (if taste accepted)
• Delicate taste accessible for all
Barriers
• Prima brand image is perceived by non-users as too traditional
and static, it is transferred to product quality perception even if
it scores very well in blind tests
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4. Consumer Passion Points
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5. Creative territory and BIG idea
Passion point(s)
Brand Territory
Enriching daily life
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Where is
Prima, there
is
conversation
Time spent with
the family/
caring for
the family
6. Activation Strategy
Contest on www.nasza-klasa.pl
Internet
Advertorials campaign
classmates community portal
Press
Banner campaign
ON-LINE
TV campaign: 1100
GRPs (30” and 15”)
PR
PR event-debate
Celebrities
endorsement
Tailor made press
releases&contests
TV
„Where is Prima there
is conversation
Events
Experiential
IN STORE
- powerful 2-nd placement
- impactful POS materials:
displays and pallet wraps
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Promo,
events
- promo sets with „talking heads”mugs
- volume added promo
7. The Results
Objective: Increase trial
August 2008
COMMITTED
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HEAVY USER
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CURRENT USE
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EVER BOUGHT
32
CONSIDERATION
63
AWARENESS
68
Source: SMG KRC brand tracking
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October 2008
83%
COMMITTED
14
79%
81%
HEAVY USER
18
87%
CURRENT USE
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53%
EVER BOUGHT
39
51%
51%
92%
CONSIDERATION
72
AWARENESS
77
increase on all other levels of
pyramid.
54%
92%
CASE STUDY KIWI
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1. Consumer Target Group
Aged 25 – 45 “White Collars”
In China, white collar is related to a decent work and a desirable life style
Target pen portrait: Terry Wang
Terry is 29 years old single man, working in a famous international company
as area sales manager.
Terry is passionate and ambitious about work. It takes Terry 2 weeks every
month to visit customers in his area. His customers are distributors,
international hyper market/super market managers & small retailers.
With his creativity, excellent selling skills, good team working, he hit the best
sales record in the region and was honored as regional super sales star.
He is confident to deliver better performance this year.
Terry’s office is located in a business building in downtown. There are lots of
world-class companies in the same building. There are lots of young and
fashionable office ladies who are working in the same building.
Terry is a good life quality seeker, he believes better work will lead
to a better life.
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2. Consumer Insights
Frequent market visits easily
make my dress especially
shoes messy & dirty
by end of the day
I spend majority of work time to visit my customers i.e.
distributors, store managers & small retailers. I want to show
my professionalism to customers to get more orders.
Towards challenging sales target,
my tidy and professional look
will inspire me and my team
members to drive passion for work
My professional
appearance
will enhance my credibility
to customers who think me as a reliable &
trustworthy person
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I like my appearance to
draw young lady's attention
3. Concept
My regular shoe cream provides my shoes with basic shine. But besides of shine, I
wish my shoes could be deeply nourished as well, which makes them like “Always New”
The global “Shoe Care Expert” – Kiwi provided you professional shoe care
experience. Twin Stripe Shoe Cream provides an innovative concept of 2-in-1 into
shoe care.
Contains black cream with high quality waxes. The special “Shine Formula” could restore
the colour and cover the scratches on the surfaces.
• Contains white cream of “Deep Nourishing Formula” gives shoes a protection cover and superior nourishment.
• Comes in a super tube which is soft squeezing, non-broken, and convenient usage.
Kiwi Twin Stripe Cream – totally new experience of shoe care
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4. Consumer Drivers and Barriers
Drivers:
•A good work brings higher
payment and better life
quality.
•It’s crucial to keep
professional look to do
business easier.
•Shining shoes are the icon of
tidiness and self-aspiration.
•White collar is willing to pay
more to get a professional
Barriers:
product for easy dress up.
• Losing shoe care habit.
Strong interests about
• It’s a complex and messy process
innovative products.
to take care of my shoes
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5. Consumer Passion Points
Achieve
outstanding
performance in
peers
Build
relationship &
network
Looking
Enjoy life
for Miss Right
TERRY
Pursue
sustainable
career
success
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6. Consumer Touch Points
Who does target spend time with?
Where do they go and when?
Restaurant
Colleagues
Office
Friends
Entertainment
place
Customers
ie. Store
managers
Supermarket
& stores
Hotels
Girlfriends
Different
cities
Business trip
Parents
Gyms
Home
Read
newspaper
Watch TV
Fashion
program
Shopping
Go to pub
Making friends
Internet Surfing
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What does target do and why?
7. Creative Territory and 360° Idea
Passion Point(s)
Brand Territory
Innovative and
break through
Pursue
career
success
Kiwi, Shine at Work
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Passion for work
8. Activation Strategy
Shine at work
Blog Contest
TV cooperation
Office Road-show
PR
Kiwi,
shine at work
In-store
Merchandising
& Promotion
Fesco (HR
Agency)
Cooperation
Office Shoe
Shine Machine
Ad.
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CounterDisplay
TG/promoter
Aktywacja marki - od koncepcji do
egzekucji na przykładzie
wybranych marek Sara Lee
Witold Araszkiewicz
Sara Lee
25