ba11 complete handout

1BRANDING & ADVERTISING

2PART 1

PASSPORT TO MARKETING

COMMUNICATIONS

3SESSION 01

DO YOU SPEAK MARKETING

COMMUNICATIONS?

401. Marketing, Marketing Communication, Creative Communication, Advertising:

02. Client

03. Agency

04. Objectives:

05. Brief:

06. Deliverables:

PHN 1 - M CA

507. Agency/Production House:

08. Advertising agency:

+ traditional advertising agency:

+ agency network:

+ holding companies:

+ independent agency:

09. Media Agency:

10. Applied Marketing Research agency:

11. PR/Event/Activation agency:

12. Digital agency:

PHN 2 - BC Z

613. Account/Client services:

14. Creative:

+ Executive Creative Director

+ Copywriter

+ Art Director

+ Designer

+ Visualiser

15. Planner/Strategic Planning:

16. Production:

17. Portfolios:

18. Trainee/Intern/Junior:

PHN 3 - KIM CH NGI

719. i Pch - Pitching:

20. Proposal:

21. Big Idea:

22. Consumer insight:

23. CE Cost Estimated:

24. Timeline Deadline np bi:

PHN 4 - HNG

825. TVC:

+ Storyboard

+ PPM

+ Talent

+ Voice Talent

+ Shooting

+ Post production

+ Offline

+ Air

26. Print-ads:

+ Headline

+ Body copy

+ Illustration

+ Slogan tagline+ Format:

27. Event Activation:28. Integrated communication:

29. Brand guidelines:

30. Paid Own Eaned:

PHN 5 - VC

9SESSION 02

WHAT IS BRAND & MARKETING?

GOOD MARKETING IS NO ACCIDENT, BUT A RESULT OF CAREFUL PLANNING

AND EXECUTION USING STATE-OF-THE-ART TOOLS AND TECHNIQUES.

It becomes both an art and a science as marketers strive to find creative new solutions to

often-complex challenges amid profound changes in the 21st century marketing

environment.

Marketing management - Kotler Keller

INTRODUCTION

WITH BRANDING & ADVERTISING COURSE

CATEGORY &

CATEGORY STRATEGY

MARKETING OVERVIEW

BRAND POSITION-

ING & STRATEGY

BRAND INNOVATION

HOW TO TAKE BRIEF

FROM CLIENTS

IBC & BRIEFING

HOW TO GENERATE

IDEA

HOW TO PRESENT

PROPOSAL

Brand essentials

Marketing planning

(K hoch marketing)

Marketing execution

(Hot ng trin khai)

WHY NEED TO KNOW ABOUT BRAND?

1. WHAT IS BRANDS?

What Brands Are They?

Brand is the "name, term, design, symbol, and/or any other feature,

employed to create an image that identifies one seller's product distinct from

those of other sellers. WikipediaThng hiu l tn gi, thut ng, thit k, biu tng v/hay bt k c im nokhc to thnh mt hnh nh, gip xc nh v phn bit sn phm ca nh snxut ny vi sn phm ca nh sn xut khc.

Over time, this image becomes associated with a level of credibility,

quality, and satisfaction in the consumer's mind. Businessdictionary.com

Theo thi gian, hnh nh c gn lin vi mc tin cy, hi lng vcht lng trong tm tr ngi tiu dng.

The brand is not only a non-generic name, it is an intangible sumof a products attributes David OgilvyThng hiu khng ch l mt tn gi c th, m l s tng hp v hnhnhng thuc tnh/gi tr ca sn phm.

1. WHAT IS BRAND?

A BRAND IS A PERSONS GUT FEELING ABOUT A

PRODUCT, SERVICE OR

ORGANIZATION.

Thng hiuBrand lovemarks

Nhn hiuTrade-mark

Sn phmProduct

Bt git

OMO

Tide

Viso

Surf

Ariel

M HoV DnLix

ABA

Bay

Net

Daso

OMO = #1

Top of Mind (TOM) of detergent Stain removal, even the toughest Associated with Tt c truyn, tr hc

iu hay, ngi g vt bn ~ 65% Market share ~7,000bio VND Gross Sales Value

2. WHY BRAND?

Too many choices

Too many information

Too little time

We dont buy things because we feel that one product performs better than another, we choose brands because we like their language and their understanding of what we want.

(John Hegarty, Chairman BBH)

3. MARKETING FUNDAMENTALS

BRAND & BRANDING WHO WE ARE

MARKETING WHAT WE DO

Nhim v ca Marketing l lm sao ngy cng nhiu ngi tiu dng bit n

v trung thnh vi nhn hiu, theo mua v s dng nhiu hn.

020

40

60

80

100

120

140

Colgate26%

Close-Up

17%

P/S54%

Others3%

TURNOVER(DOANH S)

MARKET SHARE(TH PHN)

0

20

40

60

80

100

120

ColgateOthers

Total Cost Profit

PROFIT(LI NHUN)

TOOTHPASTE

TURNOVER - MARKET SHARE - PROFIT

PresenceHin din

RelevancePh hp

Performancep ng

AdvantageKhc bit

ConvictionTrung thnh

BRAND HEALTH (SC KHE THNG HIU)

PackagingBao b

ProductSn phm

Pricenh gi

PlacePhn phi

PromotionQung b

Propositionnh v

6Ps MODEL

TURNOVER MARKET SHARE - PROFIT

How many people buy? How much they buy?

PenetrationMc thm nhp

LoyaltyS trung thnh

FrequencyTn sut mua / xi

Consumption/Purchase sizeLng tiu th

Performance

Relevance

Presence

Advantage

Bonding

Present/Hin dinHave you experienced it? Is the brand TOM?Relationships start with presence & awareness

Relevance/Ph hpDoes it suit my need? Is it the right price bracket?"At first you are cautious does this person really fits your taste?

Acceptable performance/p ngCan it deliver?"For now, let's say your initial experience goes well

Advantage/Khc bitDoes it appeal to you more than others? Do you think it tastes better than others? Is it at a better placeYou see more and more of each other, a strong liking is developing

Conviction/Trung thnhHow many other brands do you feel the same about? Is it best?"The relationship is now very strong

BRAND HEALTH PYRAMID

5. MARKETING CAMPAIGN

K hoch truynthng & kch hot

Th 12

5

Execution plan

Sx TVC / Print-ad

K hoch chi tit chotng hot ng

Th 1-2

6

Implement & Monitor

I&O

Jobs-to-be-done

Th 7

1

Market research

/Audits

Th 9-10

2

Category/

Brand strategy

Th 10

3

Brand Marketing

Planning

Insight ch o tng ln

Th 11

4

Campaign Idea

7

Evaluation

o lng hiuqu

Th 3

Thi gian

Cng vic

Kt qu

Client

Agency + Client

Agency thu hiu chin lc ca Client

Client trn trng s sng to ca Agency

Ch.lc th.hiuCh.lc ngnh hngMc tiu KD

Hot ng,Ngn schBrief (MMO, MCO)

KPI

7 GIAI ON CA MT CHIN DCH MARKETING

7 giai on ca mtCHIN DCH MARKETING

6. MEASUREMENTS & KPI

CC CNG C O LNG HIU QU MARKETING

MEASUREMENT

Brand Sales (doanh s bn)

Brand Share (th phn)

Brand Profit & Loss (li nhun)

Brand Equity (ti sn thng hiu)

Brand Non-innovation Growth (tng trng qua truyn thng v kch hot)

Brand Innovation Growth (tng trng thng qua pht trin sn phm mi)

Brand Penetration (% thm nhp th trng)

Ch tiu o lng Tn bo co Ni dung Ni cung cp Thi gian

Sales(Doanh s)

Bo co Sales Doanh s thc t bn cho Nh phn phi (Primary sales) v Nh bn l (Tp ho, Siu th) (Secondary Sales)

Phng Sales Hng tun/ thng

Brand Share(Th phn)

Retail Audit o lng hiu qu phn phi v bn hng trn thtrng.o lng ln, tng trng, xu hng ca ngnhhng.

Nielsen Hng thng

Profit & Loss(Li nhun)

Bo co Ti chnh Li nhun thc t t hot ng kinh doanh v nggp ca marketing (TO/Gross Margin / PBI)

Phng Finance Hng thng

Brand Equity(Ti sn thng hiu)

Brand Health Tracking Kim tra sc kho & nh v thng hiu trong tm tr ngi tiu dng.

Millward Brown Hng qu

Penetration(%thm nhp)

Consumer Panels o lng, nh gi mc thm nhp v hnh vi tiu dng trong h gia nh.

TNS Hng qu

Communication & Activation(Truyn thng & Kch hot)

Media Review o lng, nh gi mc v hiu qu u t vo cc knh truyn thng.

Media Agency Hng qu /nm hocsau chin dch

KPI Report nh gi hiu qu thc thi ca knh truyn thng hoc chin dch

Agency thc hin Ngay sau chin dch

POPULAR MEASUREMENT

ABCDE RULE

Attention: Does it appeal to you?

Branding: Do you know which brand it belongs to?

Comprehensive: Do you understand?

Deliverables: What is the key message?

Effective: Does the idea cost effectively executed

WHY SHOULD I CARE? WHY SHOULD I SHARE?

OTHER CHALLENGES:

Is it reflecting the brands essense?Can it reach mass?

Can it go viral?

SIMPLE RULES TO ASSESS A SPECIFIC

MARKETING MATERIAL

7. PEOPLE IN MARKETING

LM VI AI? LM NHNG G?

Like creating a good movie

Building brands needs a big crew in which

Marketing is the project leader.

Ging nh mt b phim hay, xy dng thng hiu cn s ng gp ca tt c mingi trong v ngoi cng ty, trong Marketing l ngi o din chnh lnh o,li ko, truyn cm hng.

INSIDELead, connect cross functions

Sales Trade

Marketing

Research

Creative

MediaSupply

ChainPurchasing

R&DManufacturing FinanceHR

Legal IT

Operation Services Administration

Sales Trade

Marketing

ResearchCreative

Media

Supply

Chain

Purchasing

R&D

Factory

Finance

HR

Legal

IT

OUTSIDEGuide, inspire agencies

WIN - WIN

Marketing

Client

Internal Team

Agency

No one-man-stop Brand Building

8. SKILLS & CAPABILITIES

CHUN B THNH CNG

Marketing knowledge

English

Passion

Critical thinking

Growth mindset

Creative

Open minded/external oriented

Communication

STAY HUNGRY. STAY FOOLISH.

IN SUMMARY

Agency = doing advertisement, copy writing, PR, event, digital, SEO, etcAgency = creative only

Agency vs Client = endless battle

Branding & Marketing, not only Advertising

Strategic planning, not only doing creative work

NO client vs agency, ONLY great work.

You can dream about it, or you can go and make it happen Red Bull TVC

SESSION 03

MARKET RESEARCH

MARKETING FUNDAMENTALS

BRAND & BRANDING WHO WE ARE

MARKETING WHAT WE DO

Nhim v ca Marketing l lm sao ngy cng nhiu ngi tiu dng bit n

v trung thnh vi nhn hiu, theo mua v s dng nhiu hn.

CONSUMER PROMOTION SMART INVESTMENT?

70% of brand decisions are made in-storeTRADE PROMOTION

WE NEED TO WIN BOTH RETAILERS AND

SHOPPERS

SALES PUSH ENSURE WE DONT HURT OUR SALES TEAM

46%Social Media users think that their sharing about

product/service are not seen by the company

Source: GCOMM Vietnam JSC.

90%Saying that Company should be more proactive on line to take and respond their feedback though they dont mean to directly

complain

Source: GCOMM Vietnam JSC.

Conversations about Viet Jet Air from Sep 1st to Sep 30th, 2014

Conversations about IPhone 6 / 6 Plus from August 26th to Sep 15th, 2014

Per post Per post Per post

Conversations is positive!And its all about the Ads!

T nay i Viet Jet thi, c ricng chng tic!

H h...phi kim chin i u mua v my bay VJA ng hngi iu Ngc Trinh ca mnh

mi c.

Chc phi ni sp mi Ngc Trinh v qung co gingVietjet qu. Thy ln bo ln nc ngoi hn hoi, mnhiu khch nc ngoi cn i i hng ny na c m. Vit Nam mnh c lm qu ln, che mt, bm ming, giynh ch ch bai ch ngy no cng m v coi my cmc biki ch chng chiBn v Ngc Trinh, n b th tr mi, ming lm bm chch trong lng ai ch mun c nh nng y. Cn nng th thi, khi ni, thy l t o :)))

Conversations is negative!

Vietjet Air.... mt hng bay my mc 1 cch ngun v khn nn. y l hnh l xch tay ca 2 m con (b < 5 tui) phi chia ra khi lm th tc

check in ti sn bay v yu cu mi ngi txch hnh l.

Vietjet Air khng lo nng cao chtlng dch v m c u t qung

co nh ny lm g nh ?

i b con, ng h Vietjetdm vi, mc d delay

thng xuyn nhng cchn di ngm nhn th

gin con mt, lng lng ciu trong lc ch i di

c.

Ti s ko i vietjet air na, ti ch gn 60kg

thi m nhn vin dmu i "ph n angmang thai" l nhnoooooooooooo

RETAILER MEASUREMENT SERVICE

BRAND HEALTH CHECK

CONSUMER PANEL

SOCIAL LISTENING

AD-HOC MARKETING MEASUREMENT

MARKETING ACTITIVITY IS NOT LIKE SELFIE

ALL WE NEED TO BE TRANSLATED

INTO EITHER CASH OR LOVE

Nghin cu th trng r rng l khng cn thit v chi ph cho nghin cu th

trng qu cao, c bit l trong giai on kinh t nc ta ang kh khn

nh th ny. Hn na, khng c nghin cu th trng th doanh thu ca cng

ty ti cng tng 10% so vi cng k nm ngoi, v cc mu qung co cng

c ngi tiu dng n nhn rt tch cc. Ti khng phn i NCTT nhng

lc ny th ti khng cn

MARKET RESEARCH

Qualitative QuantitativeWho?How many of them?When?Where?

Why?How?What?

Understanding the consumer as an individual

Measuring and profiling the consumer as part of a mass market

QUALITATIVE VS. QUANTITATIVE

10%

7%5%

4% 3% 3% 2% 2% 2%

21%

14%

10%8%

6%5%

4%3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

50 100 150 200 250 300 350 400 450 500

Standard Error

Margin of Error

SAMPLE & ERROR CORELATION

SAMPLE SIZE VS. ERROR

BRAND HEALTH TRACK

Monitoring

o Changes in brand performance and positioning over time

o Development of consumers relationship with their brands

o Impact of competitor activity on their brands and the market Identifying

o The influence of advertising and marketing support

o How all the consumer touchpoints work together to

explain changes in brand sales

o Where gaps lie in the market, or targets with needs

unaddressed Informing

o Their plans for future action: which brands need more support? What brand weaknesses

need to be addressed? Which strengths can be exploited? Are there opportunities in the

market? What threats need to be countered? Can current advertising address these

issues, or does new copy need to be developed?

BRAND HEALTH TRACKING

53

0

20

40

60

8

2622

3634

51

TOP OF MIND AWARENESS - Spontaneous awareness - total mentionsRolling 8 weekly data Weighted Germany

GERMANY GE1000M J J A S O N D2007J F M A M J J A S O N D2008J F M A M J J A S O N D2009J F M A

11% Brand F

21% Brand E23% Brand D

30% Brand C34% Brand B37% Brand A

GRPs

0

250 ,Ad1190 ,Ad 2151 Ad 1 new version172 Ad 1199 Ad 1254

Brand A

MY BRAND IN CONSUMER MIND

BEI

% willingness to pay @ higher price

% brand recommended% Favourite brand

BRAND EQUITY INDEX

Presence

Relevance

Performance

Bonding

Advantage

"Do you know I exist?"

"Are we in the same league?

?

"How does the first date go?

"This is going well, but I should keep my

options open.

"Are we ready to be exclusive?

WHAT IS MY BRAND STATUS MB

10

10

12

20

9

66

57 20 86

Recommenders

Preferrers

Regulars

Considerers

Aware

Rejector

High Commitment

Low commitment

TOMOther Spont. Prompted

WHAT IS MY BRAND STATUS NIELSEN

BRAND A

Dummy Data

34

98

27

77

23

35

34

63 10100

45

40

6

50

36

30

33

21 47 74

8

83

7

30

7

7

7

30 50 87

40

99

54

88

35

43

43

42 4100

BRAND B BRAND C BRAND D

Nhn hiu gii thiu

Nhn hiu yu nht

Dng thng xuyn nht

Dng thng xuyn

Cn nhc s dng

Tng dng qua

Nhn bit

BRAND STATUS ACROSS KEY BRANDS

-5

14

-1

23

5

-3

-11

19

-3

-9

16

-2

2

2

6

-16

6

-13

-8

-4

1

-15

10

5

3

23

2

14

-3

-3

-5

4

-3

15

1

0

-5

13

-2

-4

5

-2

6

-2

1

0

13

6

1

5

9

-11

-10

7

4

-2

7

0

3

-3

6

-12

-4

21

1

-1

-2

4

-9

-12

8

-12

-1

-12

-2

-2

3

-2

5

-1

2

-4

6

1

0

2

2

0

1

1

Provides immunity

Aids mental development

Has attractive packaging

Helps my child grow taller

A brand that I trust

Is affordable

Is for younger people

International

Has all the nutrients needed to promote development

Is a trusted brand

For people like me

A brand I hear a lot about

Has good advertising

Base: Aware of Brands

4

5

-6

5

-7

-6

-12

-7

4

15

-10

-15

12

8

-2

More important

Less important

Brand A Brand B Brand C Brand D Brand E Brand F Brand G

BRAND DIFFERENTIATION PROFILE

CONCEPT PRODUCT TEST

Make up powder

Lipstick

Mascara

Eyebrow pencil

Lip balm

Foundation

Make up base

Blusher

Lip gloss

Make up remover

Eye liner

Eye shadow

BB Cream

Concealer

Highlight powder

CC Cream

PRODUCT CURRENT USAGE

100

100

93

85

81

81

67

48

48

44

41

41

33

19

15

7

100

98

84

78

85

83

45

55

45

46

56

57

45

34

15

5

100

100

94

95

94

87

73

78

48

67

86

79

70

65

32

14

ADULTYOUNG ADULTYOUNG

MUST HAVE ITEMS

Lipstick

Powder

Mascara

Foundation

Lipstick

Powder

Mascara

Foundation

Lip balm

Brow Brow

BB Cream

Lip balm

Powder

Lipstick

Mascara

Lip balm

Makeup base

ADULTYOUNG ADULTYOUNG

CONCEPTS OVERALL LIKING

3219

54

63

9 16

Concept 1 Concept 2

Definitely like Like

Somewhat like Somewhat dislike

Dislike Definitely dislike

8

4441

3641

9 15

Concept 1 Concept 2

Definitely would like Would buy

Probably would buy Probably would not buy

Would not buy Definitely would not buy

T2B 63 79 45 56

Mean 4.66 4.91 4.39 4.66

OVERALL LIKING PURCHASE INTENTION

Significant at 95% confidence level

OVERALL SATISFACTION TOWARD BUMO

25 1734

59

2413

6370

56

27

68

69

10 11 9 9 518

Total . HCM Hanoi Early users(*)

Regularusers

HeavyusersDefinitely satisfied Satisfied

Somewhat satisfied Somewhat dissatisfiedDissatisfied Definitely dissatisfied

T2B 73 81 65 36 74 87

Mean 4.81 4.90 4.71 4.41 4.76 5.05

Base: Q403. Please tell us your satisfaction level with brands of foundation you have been using the most often, in terms of overall product? (N=168)(*) Low base

CURRENT USAGE BRAND EVALUATION

25 26 3039 44

20

39 40

22 2735 36 31 23

29 29 26 31

56 60 5646 42

67

48 45

5559

52 48 52 62 5358 60 47

13 13 12 8 9 11 8 6 21 139 12 14 12 12 8 11 18

Definitely satisfied Satisfied Somewhat satisfied

Somewhat dissatisfied Dissatisfied Definitely dissatisfied

T2B 65 69 73 68 54 51 78 55 51 76 72 61 60 65 74 65 66 71 65

Mean 4.72 4.76 4.83 4.77 4.53 (*) 4.54 (*) 4.87 4.57 (*) 4.48 (*) 4.95 4.85 4.65 4.68 4.76 4.82 4.70 4.68 4.79 4.80

LowSTATED IMPORTANCEHigh

Average

(*) Significant at 95% confidence level vs. Average

SHOPPER RESEARCH

Uninvolved Auto-pilots

23%Deal Seekers

Trendsetters

Engaged BrowsersDiscerning Auto-pilots

27%22%

17%

11%

SHOPPER RESEARCH

60%Expand Baskets Grow Your Brand

of category purchases are planned 67%

of brand decisions are made in-store

SHOPPER RESEARCH

Shopper marketing drives growth

Brain creates autopilot to simplify and remember complex task

Recognize differences in consumers and shoppers:

CONSUMER Needs: healthy, tasty & durable SHOPPER Needs: choice, value & convenience

Apply these neuroscience findings in methodologies

Shopper observation

Video ethnography Exit interview

List vs basket analysis

Home Scan & Retail Audit

Aisle Intercept

RECORD DECODE ANALYZE

Hotspots on the shelf and in-store

SHOPPER RESEARCH

Hotspots on the shelf and in-store

WHAT SHOPPERS DO

70

PART 2

BRAND AND BRANDING DEEP DIVE

71

SESSION 04

CATEGORY PORTFOLIO STRATEGY

STRATEGY IS A CREATIVE ACT WHEREBY WE SHAPE OUR FUTURE, SET

CLEAR GOALS AND FOCUS EFFORTS TOWARDS REALISING THEM.

Good business leaders create a vision, articulate the vision, passionately ownthe vision, and relentlessly drive it into completion. - John Welch

Category portfolio strategy

What is category? And other related terms?

What is category strategy? What does it consist of?

Category Segmentation Needscope Model

Market Development Model

INTRODUCTION

Category

Brand portfolio

Brands

A groups of products that meet a similar consumer

needs, or that are inter-related OR substitutable The Nielsen definition

A set of competing choices that, as seen by the buyer,

share some key characteristics and provide broadly

similar benefits. Category

boundaries define the limit of customers consideration

set. - Patrick Barwise

Brands in one Manufacturer/Retailer category

WHAT IS CATEGORY?

DO TOOTH BRUSH & TOOTH PASTE BELONG TO 1 CAT?

Categories can be broken down into sub cats, reflectingconsumer/shopper decision tree

DO ELETRIC TOOTH BRUSH & MANUAL TOOTH BRUSH

BELONG TO 1 OR 2 CATs?

Categories can be overlapped each other

Category Portfolio Strategy

Define the long-term role for our brands within the portfolio and category.

Brand Positioning

Define what our brands should stand for in peoples minds.

Brand Strategy

Crystallize the growth opportunity for each of our brands, and how theyll goabout seizing it.

Brand Plans

Update our activity plans annually

OTHER RELATED TERMS

Defines how we segment the market Sets the specific brand portfolio roles and how each brand will play to grow the business and build equity.

Drives choices & priorities for Brands & Products Regions & Countries Customers & Channels

Example shown:

Ice Cream Portfolio

ADVENTURE

LOVE

JOY

INDULGENCE

SOCIAL SHARING

OPTIMISM

ROLE OF CATEGORY STRATEGY

THE CATEGORY STRATEGIC PLAN ANSWERS

4 KEY QUESTIONS Market definition & scope Market segmentation Vision & goals Value drivers

Brand portfolio positioning Priority geographies Priority channels Market Development Roadmap

How to succeed in markets like this What do winners do? ~ Strategic actions & JTBDs

6 P Strategies and capabilities eg. innovation Global Guideline (if available) Targets and measures Team Behaviour and Culture

What market are we truly in?

Where will we choose to play?

What are the rules of the game?

How will we win?

EXAMPLE: PEPSICO BEVERAGES NORTH AMERICA BUILDING ADVANTAGE THROUGH CATEGORY STRENGTH

BRAND PORTFOLIO POSITIONING:> Acquiring Gatorade and Tropicana in healthy hot spots> Launching Aquafina water> Developing Frappuccino as a joint venture with Starbucks> Partnering with Lipton on Iced Tea Strong

MARKET DEFINITION & SCOPE:Expanded the target category to Liquid Refreshing Beverages, broadening scope as follows:

From Cola > carbonated beverages > non-alcoholic/ non-dairy beverages

#1 positions in Water, RTD Tea, Sports drinks, Chilled juices, RTD Coffee in USA.

#1 USA Non-Carbs beverage market.Overtook Coca-Cola in the total US Liquid

Refreshing Beverages market and Coca-Cola is now trying to catch up.

Source: Bain/EIU Customer Led Growth study

0

20

40

60

80

100%

Consumer focus

96

Segmentation

81 80

% Respondents that perceive element to be critical

Delivering superior experience

MARKET SEGMENTATION TO ENABLE GROWTH PHN KHC TH TRNG THC Y TNG TRNG

Companies have limited assets and capabilities

Profit potential differs by consumer segment

Each consumer segment has a unique set of needs and requires a different

value proposition

Consumer segmentation helps us over-invest in high value consumers whose needs align with our capabilities

SEGMENTATION ENABLES FOCUS

AND RESONANCE

Top performance

Empowering protection

Fragrance and seduction

Skin care and

beauty

Works as well as

expensive brands

women

families

men

young men

women

GOOD SEGMENTATION LEADS US TO A WELL

DIFFERENTIATED BRAND PORTFOLIO

Market

Definition

Range

Architecture

Brand

Positioning

What market

are we

competing in?

Where do echoose to play?

How do we

organise the

range to take

advantage of

opportunities?

How do we

tighten our

brand

positioning for

our chosen

customers?

Portfolio

Strategy

What brand

portfolio to

cover the

space?

Market

Opportunity

Which or who

are the best

segment

opportunities to

focus on?

SEGMENTATION UNDERPINS BRAND

DEVELOPMENT CHOICES

Source: Marketing Leadership Council, Overcoming Complexity in Segmentation Initiatives,

WHAT ARE THE MOST POPULAR

SEGMENTATION METHODS USED?

Why by consumer need eg psychographic attitude/ needstate

Whoby consumer group eg gender / age / income

Male/Female, 18-35, LSM 7+

What by product type eg function/applicator

Shampoo, Hair Cond, Leave on, Treatment

Whereby location or channel

Salon, Department store, Pharmacy/Drug Store, Mass Retailer Channel

When by occasion

Day, Night, On-the-go, Party

How

muchby price index

Low Mass, Mass, Mainstream, Premium

KILLER QUESTIONS

Needscope Market & Brand Advisor

Decodes functional

driver & prioritize growth

Prioritisation using Market Brand Advisor tool

Monitor that the innovation fits with

brand profile and delivers on key

objective within category

Screening, optimization,

evaluation of potential,

refinement

Define where to

operate

Identify

opportunities

for growth

Test &

Optimize the

innovations

Launch

successfully

Price Ladders & LSM

Why WhatHow much

SOME KEY WAYS WE SEGMENT THE MARKET

We dont buy things because we feel that one product performs better than another,we choose brands because we like their language and their understanding of what we

want. - John Hegarty, Chairman BBH

Scientific evidence now fully endorses EMOTION as the underlying driver of

all human behavior

NeedScope approaches emotion in a unique way using unique tools

Psychological

Framework

Projective

approachA psychological model based

on archetypes to provide a

framework for understanding

the emotion in needs and

brand image

Projective photosets/collages

applied qualitatively and

quantitatively to access the

emotive layer

Consumer-Brand

Relationship ModelA model that recognises many

layers of consumer needs and

brand image, with emotion at

the heart

ALL STAGES OF RESEARCH MUST ADDRESS NOT

JUST THE RATIONAL SIDE OF CONSUMERS AND

BRANDS, BUT ALSO THE EMOTIVE

This provides a disciplined way of looking at consumer needs and brands

Forms the basis of all NeedScope research i.e. always analyse needs and brands at 3 layers

FUNCTIONAL NEEDS

Taste, price/rates, pack size, format,

service touch-point etcIDENTITY NEEDS

Peer group identification, social

level, lifestyle EMOTIVE NEEDS

Feeling consumer looking for and what it says

about me and my personality

SYMBOLISM

Brand personality fun loving, serious

SOCIAL VALUES

Family, older, female etc

PRODUCT FEATURES

Sweet, rich, premium, compact, easy to use

FUNCTIONAL NEEDS

IDENTITY NEEDS

EMOTIVE NEEDS

SYMBOLISM

SOCIAL VALUES

PRODUCT FEATURES

Consumer Needs

Brand Image

CONSUMER-BRAND RELATIONSHIP MODEL UNCOVERS THE

DIFFERENT SOCIOLOGICAL AND PSYCHOLOGICAL LAYERS

A psychological model based on archetypes to provide a framework for understanding

the emotion in needs and brand image

THE NEEDSCOPE TOOLS PSYCHOLOGICAL FRAMEWORK

WHAT DOES NEEDSCOPE ANSWER?

The consumers motivations and needs which explain brand choice A segmentation which links consumers needs to brands - and how to best satisfy

their needs

How well your brands meet consumer needs The strengths and vulnerabilities of your brands - and how to best attack the

competition

The needs of your brand(s) users - how to defend The strength and growth opportunities for your brand(s) - how to build

Based on two key emotive dimensions underlying all human behaviour

89

INWARD DIRECTED INTROVERTED

DOMINANCEASSERTIVENESSINDIVIDUALITY

RECEPTIVITY PASSIVITY

AFFILIATION

OUTWARD DIRECTED EXTROVERTED

TO HELP US UNDERSTAND EMOTION NEEDSCOPE USES A

FUNDAMENTAL MODEL OF JUNGIAN PSYCHOLOGY

BoldDynamic

Independent

Self-assuredAssertiveForthright

FocusedCompetentControlled

Fun-lovingCarefree

Spontaneous

CarefulCaring

Sensitive

ApproachableFriendly

Open

SIX CORE ARCHETYPES WITHIN NEEDSCOPE MODEL,

EXPRESSED HERE AS PERSONALITIES

(masterbrand)

SUCCESSFUL BRANDS CONNECTING WITH ARCHETYPES

But we express different archetypes in different categories

I want a car that is potent

and powerful Im a bit of a rebel

I want a mobile phone

thats simple and fun to use when it comes to technology Im just

a kid

I want an aftershave thats ordinary and everyday

Im a regular guy

MULTIPLE ARCHETYPES EXIST WITHIN EACH OF US

AND DONT FORGET, IN MULTI-MODAL CATEGORIES, EVERYONE MOVES AROUND THE MAPALCOHOLIC

BEVERAGES EXAMPLE

Colourful

Not too serious

Fun

Relaxed

Natural

Traditional

Composed

Ordered

Established

Elegant

Sophisticated

A cut above

Bold

Unconventional

Different

For everyone

Inclusive

EXPLORING CHRISTMAS THROUGH THE ARCHETYPES

DIMENSIONALISING CLEAN

BoldBright

LuminousDazzling

PowerfulPristine

Bleached Strong

CrispPure

ClinicalStarched

ProtectedRestored

SnowyCotton

Fresh Milky

Good as newRestored

ShiningDay-glowSparklingGleaming

EXPLODING ASPECTS OF WHITENESS FOR RICHER INSIGHT

Invigorating fresh

like ice

Refreshing fresh

like a walk

Clinical fresh

like water

Natural fresh

neutral

Laundered fresh

like professionals

Baby fresh

like powder

FRESH

This exercise was done during a workshop organised in December 2007 with Unilevers Fragrance Houses in the context of laundry detergent. The group agreed

that this exercise was useful for fragrance words that consumers frequently use - but without precision. Words like sweet, clean, citrus and fresh were immediately thought

of as words for additional exploration.

DIMENSIONALISING FRESH EXPERT LANGUAGE

Needscope Market & Brand Advisor

Decodes functional driver & prioritize

growth

Prioritisation using Market Brand Advisor tool

Monitor that the innovation fits with

brand profile and delivers on key

objective within category

Screening, optimization,

evaluation of potential,

refinement

Define where to

operate

Identify

opportunities

for growth

Test &

Optimize the

innovations

Launch

successfully

Price Ladders & LSM

Why WhatHow much

Use pricing ladders and LSM to identify where category growth

can come from

SOME KEY WAYS WE SEGMENT THE MARKET

HOW MUCH

150k 800k 30k 60k 20k 30k

WHICH PRICE SEGMENTS ARE YOU IN,

HOW WIDE IS THE PRICE PIANO?

Where is/ will category value growth come from?

- Take a deeper look at pricing segment opportunities

- Pricing analysis for all key cells:

Look for share gaps where the share of a price-point is low Look for growth which price-points are growing and why?

- Mine LSM data and leverage the insights

REFRESHING PRICE SEGMENTATION

Men Women

Sensor Excel for women

Venus Venus VibranceTrac

II

Atra

Plus

Sensor

Excel

Mach 3 M3

Power

Fusion

Power

$1.17 $1.17 $1.69 $2.24 $2.24 $2.49 $1.69 $2.25 $2.99 per Blade

Razor$9.49 $8.99 $13.59 $12.99 $5.49 $8.99 $15.49

RANGE ARCHITECTURE TO TRADE CONSUMERS UP

Market Development is about growing the size of a category through changing

fundamental consumer behaviors: bringing in more users, driving more usage, and

trading up through more benefits.

CAT SOURCE OF GROWTH:

70% FROM MARKET DEVELOPMENT

3. More Benefits (trade up)

1. More Users

In household cleaning, new users were recruited by giving better performing

products.

2. More Usage

Hellmanns challenged the belief that mayonnaise is high in calories & inspired cooks to use it in their

favourite dishes.

Through widely acclaimed educational campaign, Signal

encouraged families to brush day & night to prevent tooth decay.

Lipton has traded people from loose tea to tea bags to pyramids

for a better & richer tasting experience.

Dove increased category value through products that care for the

skin while providing maximum sweat protection.

MARKET DEVELOPMENT REQUIRES

FUNDAMENTAL CHANGES IN PEOPLES BEHAVIOR

Deep Consumer Insights

RENOVATION INNOVATION

BRAND LED GROWTH

Market development is driven not just by innovation but also by communications and promotions too

STEP 2: 5 LEVERS OF BEHAVIOUR CHANGE

STEP 3: MD 10 steps WheelSTEP 1: RESEARCH FOR BEHAVIOUR CHANGE INSIGHT

MARKET DEVELOPMENT STEPS

MARKET DEVELOPMENT ACTIVATOR (MDA)

5 LEVERS OF BEHAVIOR CHANGE

2 Right Size / Value

9 Scale

GROW

THE MARKET

& OUTPACE

COMPETITORS

3 EducationalCampaign

4 Product Experience

5 Product Availability

6 Visibility at Consumer Touch-points

7 Aligned Promotion Strategy

8 Community Involvement

PRODUCT

PROPOSITION

PR

ICE

PA

CK

PLA

CE

PR

OM

OTIO

N

1 Product Hero

10 Consistency & Commitment

Consistency10

Product is Hero1

Right Size/Value2

Educational Campaign3

Product Experience4

Product Availability5

Visibility6

Aligned Promo Strategy7

Community Involvement8

Scale9

MARKET DEVELOPMENT 10s WHEEL

10 Step Wheel components

108

SESSION 05

BRAND POSITIONING

Brand positioning:

Marketing can be seen as a process, but brands are the reason we do it, and brands are what people

buy and buy into. When you think about brands you elevate the vision of marketing to a higher level.

Marc Mathieu Unilever Global SVP Marketing

INTRODUCTION

Brand Positioning Model, captures what we want

the brand to be, i.e. brands positioning and itsPurpose an idea, bigger than benefits, that the brandbelieves in, and that the people were serving believe intoo.

The Brand Positioning model also captures the brand

ambition in delivering the Sustainable Living Plan.

This discipline ensures we nurture and build authentic

brands, that truly serve people, based on a point of

view that matters and a product that people want.

BUILD BRAND LOVE THROUGH PURPOSEFUL

POSITIONING

ROOT STRENGTHS

Specific assets from the past that we want to leverage for the

future.

Nhng ti sn, k tha hu hnh hay v hnh m thng hiuc.

BRAND LOVE TRIANGLE

Deep understanding of the people we want to serve, their

deep rooted tension or desire, brand POV to cut through

human tension & its core value.Bt u bng vic thu hiu con ngi v i tng tiudng, ng lc hay p lc hin c, t thit lp mc tiuthng hiu tn ti v gi tr ct li.

UNLOCK THE MAGIC

Khc ha thng hiu nh mt con ngi chc nng, skhc bit, tnh cch, k hoch pht trin bn vng.

1

2

35

4

6 7

8 9

10

BRAND POSIONING MODEL

Brand positioning is a future looking

strategic act, to shape our future.

However, it also builds on and takes

account of our brand history, it

leverages a deep understanding of

the people we want to serve and it

includes an honest interrogation of our

product offering.

AT THE HEART IS THE BRAND LOVE TRIANGLE

Describes the people who love the brand. What are their common defining characteristics?

How would we describe them as an affinity group?

Eg. Magnum

Purpose

(Brand pov)

Product truth

The people

we serve

Human truth

THE PEOPLE WE SERVE

SPONTANEOUS PLEASURE SEEKERS

KILLER QUESTION

Does it define the people that will love the brand but also implicitly those that will hate it?

A deep routed tension or desire, felt by the people the brand serves.

You can tangibly feel it in society today. Sets up the opportunity for the brand to respond.

Eg. Dove

HUMAN TRUTH

KILLER QUESTION

Is the tension something you can feel, touch in society? Is it culturally relevant for the time we are living in? But at the

same time is it something that's not an ephemeral fashion that will last only a summer?

The pressure

to be beautiful feeds our tendency

to focus on the negative, making

beauty an unnecessary source of

anxiety.

The reason why the brand exists. What the brand would write on its T-shirt. Defines the higher-

level contribution the brand brings to the life of the people it serves.

E.g. Dulux paint

Purpose

(Brand pov)

Product truth

The people

we serve

Human truth

BRAND PURPOSE

ADD COLOR TO OUR PEOPLE'S

LIVES

KILLER QUESTION

Does it work as a T-Shirt message? Could someone disagree with it? How clear is it in matching a great

product to buy and a powerful idea to buy into?

The essential, defining characteristic of our products and services - what marks them out as

different. Enables the brand to deliver its purpose.

Eg. Coke

Purpose

(Brand pov)

Product truth

The people

we serve

Human truth

PRODUCT TRUTH

UPLIFTING AND REFRESHING

KILLER QUESTION

Is it clear enough to guide your future offering Does it help to define a strong, compelling benefit for the brand?

9. Essence

3. Target2. Competitive

Environment

4. Insight

1. Root strengths

1. Root strengths

2. Competitive environment

3. Target

4. Insight

5. Benefits

6. Values & Personality

7. Reasons to believe

8. Consumer Discriminator

9. Essence

THE OTHER MODEL

BRAND DNA

Nhn dng thng hiu

Consists of elements that present how the brand is expressed physically, from which marketersdefine the way the brand is seen & felt by our consumers.

Tng hp nhng yu t i din cho thng hiu, nh hnh cch ngi tiu dng nhn din vcm nhn v thng hiu.

Brand DNA affects the real, every day encounters people have with Dove. In a whole range ofways. From products, to packaging, to point of sale and beyond.

DNA quyt nh cch thc thng hiu giao tip vi ngi tiu dng v di hnh dng nh thno, t bao b, sn phm n vt phm trng by v.v

Brand communication idea:

Is the big idea that translates the BrandLove Key into a communications theme. It

exists over time, geographies and

objectives.

Unites the brands personality, tone of voiceand functionality.

Enables creative execution consistencyand thus drives a brands ability to buildawareness and brand equity over time.

BRAND COMMUNICATION IDEA

tng truyn thng ca thng hiu

The content in this document is AiiMs property.

Brand communication ideaOmo Dirt is Good

The brand gives you freedom from laundry worries and stains so kids can get dirty and so develop. Therefore, Dirt

is Good.

.

Campaign ideaCu Tha Ho Lam Ban

Communication Architecture & ChannelsTVC, Print, Digital (Photo competition Kho tang tro

choi), PR

NOW LOOK BACK AT THIS PICTURE

Brand love key

OMO - Unleashing human potential

Sowhat is a great brand?

Meaningful

Different

Salient

ASSOCIATION

DEFINE

4 FACTORS COMBINE TO CREATE A GREAT BRAND

Milward Brown research

DEFINE AMPLIFY GROW

TO GROW A BRANDS MEANINGFUL DIFFERENCE MUST BE AMPLIFIED EFFECTIVELY AND EFFICIENTLY

FROM THE BRAND POSITIONING INTO TRACKING

The Brand Love Key (BLK) determines both the promise we make and the product we must deliver.

We track specific key attributes we want to stand for through the Brand health check and Brand Equity Score.

In your groups discuss how you would define Brand Equity

Be prepared to share your definition

WHAT DOES BRAND EQUITY MEAN TO YOU?

5 mins

A set of assets linked to a brand's name and symbol that adds to the value provided by a

product or service to a firm and/or that firm's customers

David Aaker

The brand's power derived from the goodwill and name recognition it has earned over time, and which translates into higher sales volume and higher profit margins against competing

brands

Business Dictionary

The associations in the minds of the consumer that permit the brand to earn a

greater volume or margin

Srivastava and Shocker

The discounted future value of the incremental sales that a brand generates above a generic brand

in the category

Various

The extra impact of knowing that the product is this brand

rather than a generic

Kevin Keller

HOW HAVE OTHERS DEFINED BRAND EQUITY?

Competitive Advantage

Our Brand Equities define our differences to consumers from competitors and are thefoundation for Share growth

Growth Potential

Brands that are healthy in the consumers eyes are more likely to grow volume, profits and salessimultaneously

Leverage with Customers

Retailers cant replicate Proposition as easily as other Ps and must be more collaborative onstrong brands than others

Greater Pricing Power

Brands with stronger Brand Equity have the ability to lead Pricing successfully (i.e. lower priceelasticities)

WHY DOES BRAND EQUITY MATTER?

BRAND EQUITY SCORE

WHAT IS THE BRAND EQUITY SCORE?

The Brand Equity Score is a single number measure of the strength of the brands proposition with adrill-down to performance on individual attributes.

It measures how effectively the brand meets consumer needs in a particular category.

This is not another isolated tool. It helps you to do what you already do and do it better.

Presence

Relevance

AcceptablePerformance

Advantage

Conviction

WHY BRAND EQUITY SCORE?

Brand Pyramid Strength of proposition in the context of consumersrelationships with brands in general. Look at Consumers Closeness to thebrand.

YET, when the data changes it can be hard to find out exactly why andwhat we should do about it.

BE Score the strength of proposition in the context of the category.

The BE Score enables you to drill down to individual category drivers

The Brand Equity Score and the Brand Pyramid are complementary and

will be used in parallel.

6041.5 37 32

0

50

100

Brand W Brand X Brand Y Brand Z

Brand Equity Scores

Brand W has highest BE Score, with 60

This means that Brand W is almost 50%more effective than Brand X at meeting

consumer needs

What does this tell you?

05

101520253035

Make you

feel attractive

Care for

your hair

Make your

hair healthy

Contain

natural ingredients

Effective

against dandruff

Attrib

ute

Im

po

rta

nce

We

igh

t

Attributes ranked by order of importance

0%10%20%30%40%50%60%70%

Make you

feel attractive

Care for

your hair

Make your

hair healthy

Contain

natural ingredients

Effective

against dandruff

En

do

rse

me

nt

%

Brand X Attribute Endorsement

x

=

sum of

WHAT DOES IT LOOK LIKE?

SESSION 06

BRAND INNOVATION+Brand strategy & marketing plans

+Brand strategic plan - Brand development model

+Brand Marketing plan:

Audit & J2BD

6Ps model

Task map

THE BRAND STRATEGIC PLAN SHOWS HOW TO REALISE

THE BRAND AMBITION ACROSS ALL ITS MARKETS

Together with the Brand Love Key the Brand Strategic Plan (BSP) lays

out the brands purpose and ambition for a 3 year period, in context of its portfolio role in the category strategy. It includes:

Brand vision and ambition, Value drivers Key business goals Brand Development Model Jobs to be Done 6Ps strategies. 12 quarter activity plan.

A BRAND HAS DIFFERENT SOURCES OF GROWTH ACROSS

MARKETS BASED ON ITS MATURITY AND STRENGTH

Strong brand equity is the foundation for all brand growth

Brand Growth = Brand Equity

+ Market Share + Market Development

CREATING BRAND MARKETING PLANFrom category & brand strategy, creating brand plans using deep holistic

understanding gained through two complementary approaches

WHO is shopping in the category

WHICH BRANDS they are choosing

HOW OFTEN and HOW MUCH they are Buying

WHY they are doing this.

Importantly, this helps us get to the

ROOT ISSUES AND OPPORTUNITIES for our

brands across the 6Ps

ANNUAL BRAND & CATEGORY AUDIT which structures an analysis of key data, and digs to get deeper understanding. the audit

data tells the story of:

THE BRAND AUDIT USES THE 6 PS BRAND GROWTH MODEL AS A FRAMEWORK TO ORGANISE LEARNING

THE BRAND AUDIT USES THE 6 PS BRAND GROWTH MODEL AS A FRAMEWORK TO ORGANISE LEARNING

What are the headline characteristics of my market and how does my category or brand perform within it?

Do I understand how my brand user behaviour is driving my category or brand performance?

How do the 6Ps growth drivers affect my consumer behavior?

THE AUDIT IDENTIFIES A BRANDS LOCAL ROOT ISSUES/ OPPORTUNITIES

Which of the 6P levers may be key to this issue or opportunity

WHO

WHAT

WHY6Ps Brand Levers

Root Issue- a highly specific and insightful description of the surface issue or opportunity. It

tells us a who/ what/ why story that shapes the Job To be done:

Which specific groups of people are affected? Where (regions / channels)? When (time of year/ day)?

What is the issue or opportunity we spotted? Is this about brand penetration, consumption or loyalty, is it about brand equity, or a

combination?

6P's Brand Levers Eg: The Argentina Axe team spotted that Light users of Axe body spray have limited consumption of the product, as they believe it is only for use as an underarm

deodorant, and not a product for using all over the body

WE CALL OBJECTIVES JOBS TO BE DONEIE. GET WHO TO DO WHAT, BY HOW?

The best objectives (known in Unilever as JTBD) describe the real behaviour we need to

influence to achieve our business outcomes- the consumer behavior focused Job to be Done

rather than describing the activities.

WHO

WHAT

WHY

Root Issue/Opportunity

GET WHO

TO DO WHAT

BY OVERCOME WHAT BARRIER

Job to be Done

SOME EXAMPLES OF JOBS TO BE DONE

Get users of X shampoo to also use Dove

conditioner regularly by communicating the

detangling benefits.

Get parents to encourage their children

to brush with Y both day and night by

convincing them of the real oral care

health benefits

THE TASK MAP CAN HELP TO SHARPEN LOCAL JOBS

TO BE DONE AND SET MEASURABLE OBJECTIVES

SESSION 07

BRAND INNOVATION (CONT)

IN THE MEANTIME: PAPER ELEPHANT

02 member of the class

1. Put hands behind your back & tear the paper into the shape of an

elephant, using only the sense of touch

2. Be shown elephant picture and imitate after it.

YOUVE GOT 2 MINUTES to show your elephant

A DESK IS A DANGEROUS PLACE FROM WHICH TO WATCH THE WORLD.- John Le Carre

Brand innovation

Insight development & Idea generation Exercise

INTRODUCTION

FINDING A INNING INSIGHT IS THE FIRST STAGE IN

DEVELOPING A SUCCESSFUL CONCEPT TO TAKE TO MARKET

What is Insight?Penetrating understanding that

hooks the brand into our consumers needs/wants.

She believes she is doing the best for her familys health so when her kids get sick she makes sense of it

by looking to outside factors, not her choice of soap or

hygiene habits.

EXAMPLE: AXE DARK TEMPTATION

THERE ARE 6 PRINCIPLES TO FIND WINNING INSIGHTS

1. Think differently. 2. Explore the new. 3. Dig deeper.

4. Look for tension. 5. Find the sweet spot. 6. Make it actionable.

1. THINK DIFFERENTLY

2. EXPLORE THE NEW

3. DIG DEEPER

4. LOOK FOR TENSION

5. FIND THE SWEET SPOT

6. MAKE IT ACTIONABLE

3 BROAD STEPS TO FIND WINNING INSIGHTS

A NUMBER OF WAYS (ONLINE & LIVE) TO LOOK OUTSIDE

FOR A DIFFERENT & DEEPER UNDERSTANDING

A GOOD DETECTIVE CAPTURES OBSERVATIONS IN A

WAY THAT MEANS THEY ARE PERFECT FOR SHARING &

GENERATING INSIGHTS

EXERCISE: STEP 1 DISPLAY YOUR LEARNINGS

EXERCISE: STEP 2 CONNECT, PROBE, CLUSTER & EXPLORE

EXERCISE: STEP 3 INSIGHT CLUSTERING & CRAFTING

TO CHOOSE WHICH INSIGHTS ARE BEST,

WE ASK SIX QUESTIONS

Finally we write up the winning insight, its headline with any relevant

support.

We may even find a picture that sums up the core of the insight.

This will help us choose the sharpest expression to build into briefs.

GREAT INSIGHTS IS SIMPLE, TRUE & SO CLEAR

FINDINGS/UNDERSTANDINGS THAT YOU DO NOT

NEED TO KEEP QUESTIONING WHY?

EXERCISE: STEP 3 WRITE UP THE WINNING INSIGHT

Remember to keep ask probing questions when you connect with consumers and think about their behavior and

motivation and needs

Why? So what?

Which means that? Why is that important? So whats the problem?

How does that make them feel? For example?

EXAMPLE: KEEP ASKING WHY, WHY, WHY BECAUSE, SO WHAT

EXAMPLE: THEN YOU CAN SPOT NEW CONNECTIONS &

MAKE USEFUL LINKS

EXAMPLE: WHICH LEADS YOU TO A SHARPENED

INSIGHT AND A PROPOSITION

EXAMPLE: ASKING WHY BECAUSE TO DIG DEEPER FROM YOUR STARTING OBSERVATION. GENERATE

HYPOTHESES TO EXPLORE & VALIDATE

EXAMPLE: AND SPOTTING NEW ANGLES AND LINKS

EXAMPLE: WHICH LEADS YOU TO A SHARPENED

INSIGHT AND A PROPOSITION

EXAMPLE: 5 WHYS TOOL? - RED BULL EXAMPLE

Creating a great idea to please our consumers is the essential start of successful mix development. An idea must

meet a consumer need or want or fancy. It may be triggered by an invention looking for a home, or an insight

looking for a solution.

NOW LOOK BACK OUR JOURNEY

Great ideas either find a new angle for the brand or product proposition, offer

enhanced benefits or present a new or different way to meet a consumer need

PRINCIPLES OF GREAT IDEA

FIND THE NEW

Great Ideas are those that hit the sweet spot where our brand and product can take full

advantage of deep insightful people understanding and where we can win.

PRINCIPLES OF GREAT IDEA

FIND THE SWEET SPOT WHERE OUR BRANDS CAN WIN

One to two sentences so consumers can understand and visualize a real, complete

product

Core product facts and simple benefit statements

No price

Branded

A natural laundry detergent from Persil

that has the cleaning results you expect,

but is also better for the environment

A floor cleaner from Cif with the next

generation of ionic cleaning technology

that can pick up dirt and dust like a

magnet in one easy step

Ask: do I understand what this product is

and does when reading this idea? Can I

visualize a complete, real product based

on this information?

HOW TO PRESENT AN IDEA?

CREATE

CHOOSE

CAPTURE

1. Go crazy and create - Generate many potential ideas,

using input stimulus

2. Get serious and choose Spot the big themes &select those with greatest potential

3. Get writing and capture - Write up the best ideas as

simple compelling propositions with desirable benefits

3 STEPS TO PRODUCE PREAT IDEAS

MIND MAPPING

STEP 1- CREATE

This technique can be used either to

develop ideas for core propositions,

using eg. an insight as a springboard..

..Or it can be used to identify morepowerful alternative ways of expressing

the language of either insights, benefits or

reasons to believe, claims, names etc

You can either do this in groups or individually

STEP 1- CREATE MIND MAPPING

Each group (or individual) writes up an insight inthe centre of a large piece of paper.

The group scribe draws spokes or branches off thecentre and fills these with potential alternative

angles/expressions of the insight, benefit or reason

to believe. Taking each spoke individually, brainstorm

each, exhausting their potential for ideas.

STEP 1- CREATE MIND MAPPING

TECHNIQUE

FRESH EYES

An exercise to help explore your stimulus

from a different perspective, looking at it

through the eyes of a wide variety of

different people and scenarios

1. Select a wide range of re-expression challenges and stimulus from the list of ideas, eg.

on the following slide (or invent your own!) Put the selected ideas onto separate cards/post

its.

2. Take turn select a card, as well as a variety of product, a different external brand and some

consumer stimulus (eg magazines,.)

3. Explore, looking at the product, brand and consumer stimulus with the fresh eyes from the point of view on the card. What new light does this shed on our challenge?

4. Share different perspectives and responses, and capture any original suggestions and

propositions we might learn from.

TECHNIQUE

FRESH EYES RE-EXPRESSION CHALLENGE

How would a teenager / pensioner/ gardener approach it?

Draw the challenge using your left hand, this promotes the use of the creative right side of your brain!

How would NIKE / APPLE / GOOGLE connect the stimulus?

How would NOKIA / COCA COLA link the stimulus?

How would STAR WARS DR.SPOCK approach or express the challenge? (apart from logically)

Write a verse from a RAP TUNE to describe the challenge

FRESH EYES RE-EXPRESSION STIMULUS

If you won the lottery how would you approach the issue?

Express the proposition as a wine bottle label (eg. classic and fruity with a rich berry overtone)

How would LOREAL express the challenge?

Draw a storyboard which describes the connections

How would WILLIAM SHAKESPARE connect the stimulus?

How would MADONNA connect the stimulus?

How would N.A.S.A approach it?


Sum up the proposition in just ONE WORD

Use THREE RHYMING words to describe the connection

How would GOD say it? Write out an eleventh commandment to describe the challenge.

How would you do it through the eyes for a child?

Express it through the eyes of a famous personality

Express it through another parallel world

How would an alien approach it?


How would a waiter approach it?

How would a new MOTHER make connections?

How would you do it through the eyes of a person who lived 500 years ago?

How would you express it if you were a person from a very different culture?


Based on a good opportunity springboard, we should be able to create many starter ideas,

written out simply each with a title & clear proposition.

STEP 1- CREATE

Cluster into common theme, with a headline

Ultimate Deep clean

Fabric conditioners that work deep down to

guarantee ultimate comfort and freshness

No Rinsing

Fabric conditioners without the need

to rinse

No wringing

Fabric conditioners that reduce the

wringing needed

Rinse Less

Fabric conditioners that reduce

the need to rinse

Rinse & Protection

Fabric Conditioners that that condition

and protect clothes

WORK WITH R&D TO UNDERSTAND WHAT THE PRODUCT OFFERS

STEP 2 - CLUSTER & CHOOSE

NEW & DIFFERENT INSIGHT LOCK DESIRABLESWEET SPOT

STEP 2- CLUSTER & CHOOSE

Based on agreed screening criteria

STEP 3 - CAPTURE

For each chosen idea we:

Develop the best expresssion of the idea, saying what it is and what the desirable

benefits are.

With a pithy headline to capture the nub of the idea

Be clear how you are going to get from your many

ideas to the few you want to take forward: Expert

Group Selection, Qual research (consumer groups),

Quant research (Idea Screener), a criteria based

elimination or a combination.

Qual: Consumer Groups To explore the most promising creative territories. Understand which ones have potential and should be developed further. Qual can give you indications of how to develop your idea.

Quant: Bases Idea ScreenerDesigned to be used at the very early stage of the funnel. Idea Screener is Quantative testing of ideas communicated in one/two sentences to screen for the strongest ideas.

SCREEN & TESTA

SESSION 8

BRAND INNOVATION (CONT)

WINNING CONCEPT DEVELOPMENT Concept & claim development theory

Exercise

Briefing research

CONCEPT

A full description of the promise or

offer. It contains the:

Name

Consumer insight

Discriminating benefit

Reason to believe

Supporting visuals eg.pack/demo

COMFORT ONE RINSE

To give my familys clothes the best care, Ihave to rinse several times to remove all the

detergent, which wastes a lot of water.

Introducing new Comfort One Rinse Fabric

Conditioner.

It contains a breakthrough foam

cutting technology: With just a capit cuts the foam and prevents detergent

residues from sticking onto clothes,

whilst keeping the great softness and

freshness you love from Comfort all injust one rinse.

New Comfort One Rinse rinse,soften and perfume your clothes in

one single step, while reducing

your water bill.

CONCEPT BASICS KEY DEFINITIONS

PROPOSITION

A short and simple statement that

describes the core promise or offer.


Comfort One Rinse

To give my familys clothes the best care, I have to rinse several times to remove all the

detergent, which wastes a lot of water.

Introducing new Comfort One Rinse Fabric

Conditioner.

INSIGHTPenetrating understanding that

hooks the brand into our consumers

needs/wants.

It contains a breakthrough foam cutting

technology: With just a cap it cuts the foam and prevents detergent residues from

sticking onto clothes, whilst keeping the great

softness and freshness you love from

Comfort all in just one rinse.

New Comfort One Rinse rinse, soften and perfume your clothes in

one single step, while reducing your

water bill.

BENEFIT

The functional or emotional solution

the product offers.

REASON TO BELIEVE (RTB)

& MODE OF ACTION (MOA)

Why the consumer should believe

the benefit & how the

product works.


Example


CLAIMA statement about the product that highlights its

advantages, attributes or differences compared to

other products.

DEMO (if any)Persuasive way of bringing the product,

benefit or technology to life.

197

Influencing product brief (point of

difference)

Guiding the development of compelling

product claims.

Getting evidence of consumer

appeal of a proposition.

1

2

3

4

5

IDEA & CONCEPT

DEVELOPMENT

PRODUCT & COMMS

DEVELOPMENT

Defining the main point of Integrated

Brand Communication (IBC) Brief.

PROJECT APPROVAL

WHAT IS A CONCEPT USED FOR?

USE THIS TO SHAPE YOUR CONCEPT BOARD

A GOOD CONCEPT TELLS A STORY

199

IF IT OFFERS SOMETHING DIFFERENT OR

IF IT OFFERS SOMETHING BETTER

CONCEPTS MADE SIMPLE: BE DIFFERENT

AND/OR BETTER

Step One: Gathering the building blocksLook at consumer insights, brand truths and product facts, which are the building

blocks of a winning concept development.

Step Two: Proposition developmentThis section explains how you make the creative link between the building

blocks in Step One and the proposition.

Step Three: Concept crafting and researchThis stage of your journey, shares the concept grid, top tips for consumer research

and crafting to get a winning concept.

STEP 1: GATHERING THE BUILDING BLOCKS

Consumer Understanding

Housewives think laundry

is a laborious and tedious process,

especially rinsing which takes lots

of time and effort.

Washing machines have

only 16% penetration in urban

markets and 12% in

rural ones.

96% of consumers in

Vietnam are

hand-washers.Women take great care of

their childrens favourite clothes.

Whats the consumer need?


76% of consumers rinse

three times or more after using

detergent, consuming 120

litres of water each wash.

Product Facts

Whats the product?


The active ingredients in a fabric conditioner coats the

fibres of garments with a protective film so that they remain smooth and supple.

Safety on skin is

endorsed by the

National Dermatologist

Institute.

A housewife could save

14,400 litres of water

in one year.A housewife could save

144 hours of hard

labour a year.

Brand Truths

Whats the brand about?


Proctor & Gamble were the

first to introduce

concentrate conditioners.

Potential threat of Downy

launching One Rinse

product after a

successful launch in Mexico.

We are a grown-up responsible

brand. We adopt a caring and

responsible approach towards our

environment, seeking to improve

every day.

Our Cloth world

characters

connect on everyday

family life.

Brand essence:

Comforted clothes

will love you back.

Step One: Gathering the building

blocksThis is the first step in the Concept Development Process. Well look at consumer insights, brand truths and product facts, which

are the building blocks of a winning concept development.Step Two: Proposition developmentHow to make the creative link between the building blocks in Step One and the

proposition.

Step Three: Concept crafting and researchThis stage of your journey, shares the concept grid, top tips for consumer

research and crafting to get a winning concept.

STEP 2: PROPOSITION DEVELOPMENT

The Incident Room

Write all stimuli on separate notes, displayed in a

large space, like a wall.


Making connections

Review learning and see and make different

vs original connections, discovering new

perspectives by connecting stimuli together.

We are a grown-up responsible brand, we adopt a caring & responsible approach towards our environment, seeking to improve every day.

Housewives think laundryis a laborious and tediousprocess, especially rinsingwhich takes lots of time and effort

The active ingredients in a fabric conditioner also kill detergent foam


Initial Propositions

Start to make new connections. Connecting

this material identifies opportunities for

propositions to satisfy consumers.

Step One: Gathering the building

blocksThis is the first step in the Concept Development Process. Well look at consumer insights, brand truths and product facts, which are the

building blocks of a winning concept development.Step Two: Proposition developmentThis section explains how you make the creative link between the building

blocks in Step One and the proposition.

Step Three: Concept crafting and researchShare the concept grid, top tips for consumer research and crafting to get a

winning concept.

STEP 3: CONCEPT CRAFTING AND RESEARCH

The Concept Grid and Concept Crafting

How to craft proposition into a concept using the concept grid and then afterresearch, finalise concept?

How to define core content and use consumer research to identify therelative importance of these elements?

How to make the most of visual communication in the concept and makegreat translations?


Step Three: Concept crafting and research

Share the concept grid, top tips for consumer research and crafting to get a winning concept.

The Concept grid

The concept grid is a way of capturing the compelling consumer insight, clear benefit and persuasive

reason to believe that underpin the core proposition.

CORE PROPOSITION


The Concept grid

Questions to articulate and craft the insights, benefits and RTB to ensure consumer relevancy and

competitiveness


Do they support the discriminating benefit?

Are they sustainable over the long term?

Is it relevant and important to your target market?

Does it accurately underpin and drive the core

proposition?

Does it contain interesting tension or freshness?

Does it answer the consumer insight directly?

Is it single-minded?

Is it competitive in the market place?

CORE PROPOSITION

The Concept grid

There are usually multiple options for the insight, benefit and reason to believe. These can be

optimised in consumer research.

I have to rinse my clothes several times to be sure theres no harmful residue left.

I have to rinse my clothes several times which takes a lot of effort.

I have to rinse my clothes several times which wastes a lot of water.

Rinsing is a real hassle in laundry

Rinse, soften and perfume your clothes, without leaving any

irritating residues.

Rinse, soften and perfume your clothes in one single step,

making your washing so much

easier.

Rinse, soften and perfume your clothes in one single step, while

reducing your water bill.

It cuts the foam which prevents detergent residues from sticking

onto clothes.

With a new foam dissolver, which means the foam disappears in

less water.

Comfort One Rinse


Concept research

Turn the concepts in the form of a simple template to test with consumer.

Besides the insight, benefit and RTB you can test alternative options for elements

such as a pack shot or a demonstration.

Example of a simple clean layout

Name

Benefit

[ ][ ]

[ Benefit & RTB ]

[ Insight ]

[ Name ]


98% more nourishment from root to tip.

Name

Benefit

Insight

RTB

Concept example


Supporting visuals:

Limit to only two visuals in 1 concept.

Suggestion to include:

Pack visuals or Line visuals

Brand equity visuals

Mode of action visuals/ demo


Pack Visuals If test alternative pack visuals make sure any differences

are very evident, as shown here.


Line Visuals Line visuals are important if the breadth of line is a key to

proposition.

It is not recommended to use both a line shot and a single

pack shot choose one or the other.


Brand Equity Visuals Note: should not test what the brand stands for during

product concept optimisation.


Mode of Action Visuals Visuals explaining a mode of action or demonstrating a

product use can be very effective.


Concept watch outs!


DONT Overload the concept with content

Keep it simple. This concept is too packed! Use a maximum of 80-100 words. Too much information means the most important points dont get heard!

DONT Make changes to the minor details, for example, pack copy Minor pack change alternatives wont be noticed in concept research.

DONT Overload the concept with mood visuals Multiple visuals can overwhelm a concept and crowd out the key you are trying to optimise. Keep visual elements to specific pack, brand equity or mode of action. Mood imagery can cause confusion and

make it harder for consumers to understand the differences between the concepts.

DONT Try to write a press advert

No evidence of ad copy generating better consumer research results. Harder to identify what motivates to consumers in the concept. Too executional

Concept research output

- Help understand what really matters to consumers

what to protect, what can sacrifice

finalize the brief main point.

- Help briefing for brilliant products and communication.


Make sure the concept is:

Succinct and single-minded.

Clear on the core proposition.

Targeting a consumer need.

A persuasive story.

Offering a better solution than your competitors.

True to your brand.

SUMMARY OF WINNING CONCEPT

ClaimsConcepts

Claims is an important part of getting to brilliant products and what we say about them.

Insights Ideas

IBC brief

(What we want

to say)

Product

brief

(What we want

the product to

do)

CLAIMS

Claims can be classified as anything you tell people aboutyour product and its environment (they can include words,imagery or both).

Claims can be brought to life through different touch points.

Pack

Rich in catechins Slimming effect

Refreshes the mind

In-storeTV Commercial

On-line

Freshness all daylong (Claim and demo on TV)

The brain is hungry too!

Lipton

RamaPersilLipton

CLAIMS EXAMPLES

Claims should be as strong and compelling as possible, whilst following strict guidelines.

Never put consumers at risk.

Must be technically and legally supportable.

Must not be misleading to the consumer.

Must not be overpromising.

Should not refer to competitor products in an unjustifiably denigrating manner.

If comparative, must be fair comparisons and in accordance with good business practice.

Should be scientifically sustainable; always have the data in hand prior to making a public claim.

Some claims ground rules

CLAIM GROUND RULES

How to express and deliver your product promise?

There are different types of claims, with big implications for support needed and competitiveness.

Ho

w w

e w

an

t to

de

live

r th

e p

rod

uct p

rom

ise

How we express the product promise to consumers

Remember - The

product has to deliver

the promise.

CLAIM MATRIX

Factual statements about the product.

Generally not performance related

Might be ingredient statements, information about the technology or descriptions about the function of the product.

Statement claims

Double churned

moisturising milk Unique pyramid bag

CLAIM MATRIX

Based around benefits comparing the use of a product to the non-use of a product.

Although any manufacturer can make the claim, if they are well crafted they can be owned and differentiating, especially if you are first to market.

Category benefits

Refreshes and revives With volume control

CLAIM MATRIX

Comparing the performance of the product to a range of relevant competitors.

Can sometimes imply superiority, even if the product actually only has an equal performance to competitors.

Require significant testing.

Top parity

Unbeatable cleaners

No better way to fly

With unbeatable chicken flavour

CLAIM MATRIX

Benchmark the product against either a competitive product or are based on an internal product improvement.

Only apply to specific conditions and, therefore, execution constraints apply to the wording and imagery permitted in relation to the claim.

Superiority claims

Sticks around 5x longer

Best ever Surf

Contains 30% less calories than other spreads.

CLAIM MATRIX

Based on superior performance or technology, and would apply to every situation (for example, allsubstrates and usage conditions, all countries, all environments and all types of people).

Applicable when data is supported

Ultimate claims

The worlds softest non-bio.

CLAIM MATRIX

An emotional belief regarding the product, usually due to the brand positioning.

Require technical or consumer evidence, which the consumer may not be able to directly perceive.

Consumer believable

Rich in omega-3 and omega-6 Nourishes deeply

Contains only 4.5% fat

CLAIM MATRIX

Contains Aloe Vera(supported by smell and green

colour)

Superior moisture across all layers of skin (supported by

tactile, silky feel and fragrance)

Full flavour experience (supported by bag shape)

This is when consumers may not directly perceive the superiority of the product, but by adding cues

in the product and pack, they have some evidence of the promise. The consumer perception is

supported by sensory or appraisal data, as well as consumer evidence.

Consumer perceivable via sensory cues

CLAIM MATRIX

Here the performance of the product is directly perceived (as well as supported by sensory cues).

Therefore, this will require significant support from technical data and consumer evidence via testing.

Consumer perceivable technology

Easier to spread on bread (than butter)

Just washed freshness all day long

(encaps technology)

CLAIM MATRIX

Ho

w w

e w

an

t to

de

liv

er

th

e p

ro

du

ct

pr

om

ise

The type of product promise we want to make in the market

EXERCISE MATCH CLAIM MATRIX

235

Consumer

Perceivable

Technology

Consumer

Perceivable via sensory

cues

Consumer

Believable

StatementCategory

benefitTop Parity Superiority Ultimate

Typology

Perceivability

Rich in omega-

3 and omega-6

Contains Aloe

Vera

(e.g., with green

coloured product

/ pack)

New pouring

system

Margarine helps

lower your

Cholesterol

For great

looking skin

Easier to

spread on

bread (than

butter)

Whiteness

recovery from

the first wash

Easier Ironing

even on shirts

and jeans

Light & Fresh

(product colour,

light fragrance

notes)

Performance

equal to market

leader but at

half the priceContains 35%

less fat than

Becel original

Superior

whiteness

(measured with

a shade guide)

8 out of 10

consumers

prefer the taste

of Hellmanns mayonnaise

With unbeatable

chicken flavour

(new gel format)

The worlds softest non-bio

The only mouth-

wash proven to

reduce the

build-up of

plaque by half

With Dove

deodorant we

guarantee no

risk of skin

irritation

Great tea taste

experience

(pyramid bags)

Double

Whisked

(ice cream)

No other

product kills

more germs

(smell of

bleach)

Unbeatable

Long lasting

Freshness

(encapsulated

fragrance)

#1 worldwide anti-dandruff

shampoo

3x renewal power with

Retinol & AHA

Consumer

Perceivable

Technology

Consumer


cues

Consumer

Believable

StatementCategory


Typology

Perceivability

Rich in omega-

3 and omega-6

Contains Aloe

Vera

(e.g., with green

coloured product

/ pack)

New pouring

system

Margarine helps

lower your

Cholesterol

For great

looking skin

Easier to

spread on

bread (than

butter)

Whiteness

recovery from

the first wash

Easier Ironing

even on shirts

and jeans

Light & Fresh

(product colour,

light fragrance

notes)

Performance

equal to market

leader but at


less fat than

Becel original

Superior

whiteness

(measured with

a shade guide)

8 out of 10

consumers

prefer the taste


With unbeatable

chicken flavour

(new gel format)


The only mouth-

wash proven to

reduce the

build-up of

plaque by half

With Dove

deodorant we

guarantee no

risk of skin

irritation

Great tea taste

experience

(pyramid bags)

Double

Whisked

(ice cream)

No other

product kills

more germs

(smell of

bleach)

Unbeatable

Long lasting

Freshness

(encapsulated

fragrance)

Consumer

Perceivable

Technology

Consumer


cues

Consumer

Believable

StatementCategory


Typology

Perceivability

Rich in omega-

3 and omega-6

Contains Aloe

Vera

(e.g., with green

coloured product

/ pack)

New pouring

system

Margarine helps

lower your

Cholesterol

For great

looking skin

Easier to

spread on

bread (than

butter)

Whiteness

recovery from

the first wash

Easier Ironing

even on shirts

and jeans

Light & Fresh

(product colour,

light fragrance

notes)

Performance

equal to market

leader but at


less fat than

Becel original

Superior

whiteness

(measured with

a shade guide)

8 out of 10

consumers

prefer the taste


With unbeatable

chicken flavour

(new gel format)


The only mouth-

wash proven to

reduce the

build-up of

plaque by half

With Dove

deodorant we

guarantee no

risk of skin

irritation

Great tea taste

experience

(pyramid bags)

Double

Whisked

(ice cream)

No other

product kills

more germs

(smell of

bleach)

Unbeatable

Long lasting

Freshness

(encapsulated

fragrance)

Consumer

Perceivable

Technology

Consumer


cues

Consumer

Believable

StatementCategory


Typology

Perceivability

Rich in omega-

3 and omega-6

Contains Aloe

Vera

(e.g., with green

coloured product

/ pack)

New pouring

system

Margarine helps

lower your

Cholesterol

For great

looking skin

Easier to

spread on

bread (than

butter)

Whiteness

recovery from

the first wash

Easier Ironing

even on shirts

and jeans

Light & Fresh

(product colour,

light fragrance

notes)

Performance

equal to market

leader but at


less fat than

Becel original

Superior

whiteness

(measured with

a shade guide)

8 out of 10

consumers

prefer the taste


With unbeatable

chicken flavour

(new gel format)


The only mouth-

wash proven to

reduce the

build-up of

plaque by half

With Dove

deodorant we

guarantee no

risk of skin

irritation

Great tea taste

experience

(pyramid bags)

Double

Whisked

(ice cream)

No other

product kills

more germs

(smell of

bleach)

Unbeatable

Long lasting

Freshness

(encapsulated

fragrance)

Consumer

Perceivable

Technology

Consumer


cues

Consumer

Believable

StatementCategory


Typology

Perceivability

Rich in omega-

3 and omega-6

Contains Aloe

Vera

(e.g., with green

coloured product

/ pack)

New pouring

system

Margarine helps

lower your

Cholesterol

For great

looking skin

Easier to

spread on

bread (than

butter)

Whiteness

recovery from

the first wash

Easier Ironing

even on shirts

and jeans

Light & Fresh

(product colour,

light fragrance

notes)

Performance

equal to market

leader but at


less fat than

Becel original

Superior

whiteness

(measured with

a shade guide)

8 out of 10

consumers

prefer the taste


With unbeatable

chicken flavour

(new gel format)


The only mouth-

wash proven to

reduce the

build-up of

plaque by half

With Dove

deodorant we

guarantee no

risk of skin

irritation

Great tea taste

exp

ba11 complete handout

Documents

brand marketing

good marketing

agency network

independent agency

digital agency

media agency

preventactivation agency

brand guidelines