leveraging the brand essence for an iconic & lovemark brand - nestle
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Qualitative 360 Europe 2014
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Strictly Confidential - Feb 20th, 2014
Leveraging the brand essence for an iconic & love-mark brand
Strictly Confidential - Feb 20th, 2014
Strictly Confidential - Feb 20th, 2014
2 Aspects of being «legendary»:
1. Extremely well-known; famous 2. Transferred from generation to generation
Source:www.thefreedictionary.com
Strictly Confidential - Feb 20th, 2014
ME MY SON MY MOM MY GRANDMOM
Born in 1979 Born in 2008 Born in 1953 Born in 1924
from 1990 from 2014 from 1966 from 1933
Favorite brand of generations...
Strictly Confidential - Feb 20th, 2014
Today’s topics:
1.Risk of interpreting the data and the magic of listening to consumers.
2. The challenge in creating new ideas for iconic brands 3. Generating WOM in digital, through big brand ideas.
Strictly Confidential - Feb 20th, 2014
DAMAK Free Associations
Pistachios
Whole/large pieces of
pistachios Packaging
White color
Classic
Unique Consistent quality & pack
Childhood memories
Combination of white & green
Classy
Different
Gusto/ delicacy-’damak tadı’
High quality
‘my father used to bring it home’
All to myself
With coffee
Source: Sever Impeks Consultancy, 2007
Strictly Confidential - Feb 20th, 2014
DAMAK Brand Personality*
Proper, knows how to behave, mature
Well-educated, well-rounded, has refined taste
Principled, trustworthy, consistent, self-confident, sophisticated
Articulate, plain, simple, clear, convincing, strong
Admirable, attractive, mysterious, well-groomed
Contemporary, modern but also classic, has roots from the past
Aristocratic, elite but also warm, friendly, sympathetic, has a nice smile
Source: Sever Impeks Consultancy, 2007 * Collage done by participants.
Strictly Confidential - Feb 20th, 2014
Most premium retail chocolate
Average Price Index (kg)
Source: AcNielsen, 2013 Full Year
Strictly Confidential - Feb 20th, 2014
DAMAK consumption is AB SES skewed.
Source: IPSOS Household Panel 2013 Full Year
Strictly Confidential - Feb 20th, 2014
How about the consumer ?
Strictly Confidential - Feb 20th, 2014
Key points from the consumer portait*
Source: Consumer Portait Visits
Young adults, who appreciate finer things in life.
Very optimistic about their future.
They like to be known as selective and they believe that they are
distinguished.
Real chocolate lovers and are ready to pay more for DAMAK.
Average income is between 1.000-1.500 TL/month.
Have never been to abroad, their dream is to go to Paris in the future.
* Pictures are representatitve.
Strictly Confidential - Feb 20th, 2014
Dream of DAMAK Consumers: Go to Paris with their beloved ones...
Strictly Confidential - Feb 20th, 2014
5 Criteria of an Iconic Brand
1. Design
2. Shape
3. Color
4. Logo
5. Appetite Appeal
Source: Roman Klis Design
Strictly Confidential - Feb 20th, 2014
Leverage the inherit values...
Brand Essence: « The Legendary love of chocolate and pistachio»
Brand Ques:
White
Unique font and special use of Green
Square pack
Pistachio
Strictly Confidential - Feb 20th, 2014
The idea came !!! An internal workshop, May 2013.
Strictly Confidential - Feb 20th, 2014
Results...
Source: IPSOS BHT, Dekathlon Social Listening
- 36.430 tweets during campaign. - 74% of the tweets were with DAMAK branded
content during teaser. All organic. - 0.1% negative tweet.
- 70.000 new fans. (almost doubled the base) - Engagement rate: 0.95%.
Strictly Confidential - Feb 20th, 2014
Then came the St Valentine’s Day
Strictly Confidential - Feb 20th, 2014
Last words:
1. Don’t be too much data freak. Simply talk to your consumers. 2. Always inspire by the brand essence
3. If you really have a big idea, things are easier to spread over.
Strictly Confidential - Feb 20th, 2014
Thank you...
Qualitative 360 Europe 2014
Silver Sponsor Gold Sponsor
Supported by
Organised by
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