2004 turning the map a deeper purple presentation by...

Louise CookeMarketing Director, CTB

The Consumer and Shopper World

I’ve had a great

day, I want to treat myself. I’ll

have some chocolate

I had a curry, I want to freshen

myself . I’ll have a Trebor mint

The Consumer and Shopper World

• I’m having a night in with the family

• I’ve chosen the video

• I’ll buy some big bars of Cadbury’s Dairy Milk to share

Occasions and Formats

The Consumer and Shopper World

• Main weekly shop

• Need the store cupboard items on my shopping list

• I’ll get the multi-pack from the main aisle

Shopping Purpose

The Consumer and Shopper World

• I’m a 34 year old working Mum

• I’m busy, I deserve a treat

• Prefer something my kids might like too

• But I do watch the fat in my diet.

• And that journey to pick up the kids is really boring

Creating Sustainable Advantage Through

Branding Strategy

• A winning portfolio of fewer, bigger brands

• Flexible brand footprints

– Innovation – product and format

– Effective competition

• Scale brands

– Economic advantages

Consumers Satisfy Needs At A

Category Level

Hunger satisfaction

Relief GivingSnacking

Body stimulation

Personal treat

Mind stimulation

Mouth stimulation

Routine & habit

Fun & pleasure

Product Attributes

• What would you replace your product with?

• Attributes personal product preference

• Attributes reason for use and time of day

CDM

Kit Kat

Buttons

Twix

Our Vision

A unique portfolio of winning masterbrands that own the benefits in the categories in

which we compete

A unique portfolio of winning masterbrands that own the benefits in the categories in

which we compete

Needstate and Brand Positioning

It’s Friday. I’m going to have a treat. Treat = chocolate. Chocolate =

Cadbury. And today, for a change, the nut

version

It’s my Mum’s birthday and I’ve

already bought her a manicure. She loves chocolate. Chocolate = Cadbury and she particularly likes

Flake I’ve got an unexpected meeting with my boss, I must freshen up after lunch. I’ll have a mint.

Mint = Trebor. I’d better have sugar free as I’ve just been to the

dentist

I loved sweets when I was a kid. I’d like some of that fun and pleasure

recaptured. Fun and pleasure = sweets. Sweets = Bassett’s.

Today the Jelly Babies so I can pull their heads off!

This drive is boring. I need some mind

stimulation. Chewy sweets do that.

Maynards = chewy sweets. I’m quite tired so the zing of the sours

for today

I’ve got a sore throat, not bad enough to stay

off work but I need some TLC. TLC =

medicated sweets. Medicated sweets = Halls, Halls offers

soothing relief

Creating Sustainable Advantage Through

Branding Strategy

• A winning portfolio of fewer, bigger brands

• Flexible brand footprints

– Innovation – product and format

– Effective competition

• Scale brands

– Economic advantages

Flexible Brand Footprints - Innovation

• Demographic expansion - Offer

• Daypart coverage - Ingredients

• More effective competition - Preference

• Occasion coverage - Format

• Repertoire building – Product

• Range building – Price points

Flexible Brand Footprints - Innovation

Flexible Brand Footprints - Innovation

Insight

• Sharing occasions growing

• Needstate weakness in peckish

Offer

• Light eat

• Popular flavour combinations

• Sharing format

• Premium

Advantage

• New occasion for category

• Cadbury brand stretch

• Profitability for us and customers

Flexible Brand Footprints - Innovation

Insight

• Missed giving opportunity

• Customer profitability issue

• Premium giving in growth

Offer

• Special Cadbury eggs

• Premium priced

• Chocolate at the heart

Advantage

• Category changing

• New reasons to give

Creating Sustainable Advantage Through

Branding Strategy

• A winning portfolio of fewer, bigger brands

• Flexible brand footprints

– Innovation – product and format

– Effective competition

• Scale brands

– Economic advantages

Scale Brands - Economic Advantages

Fragmented offer, sub-scale brands, diminishing equities

“The products they want from the brands they love”

Sub-segmented benefits

Scale brands with product variety.

Category defining benefits

Scale Brands - Economic Advantages

• Advertising to drive top of mind brand awareness

– Continuous presence

• Advertising to own the category benefit

– Frequency of consistent message

• Advertising to (cost effectively) introduce new products

Scale Brands - Economic Advantages

• Advertising to drive top of mind brand awareness

– Continuous presence

• Advertising to own the category benefit

– Frequency of consistent message

• Advertising to (cost effectively) introduce new products

Scale Brands - Economic Advantages

• Advertising to drive top of mind brand awareness

– Continuous presence

• Advertising to own the category benefit

– Frequency of consistent message

• Advertising to (cost effectively) introduce new products

Creating Sustainable Advantage Through

Branding Strategy

• A winning portfolio of fewer, bigger brands

• Flexible brand footprints

– Innovation – product and format

– Effective competition

• Scale brands

– Economic advantages