powerpoint presentation · 2018-11-12 · 3 key levers to set us up for success right portfolio...
TRANSCRIPT
ECR 2018
Market Landscape
Strong Local #1 Competitor
Sharing Portfolio in growth but
not as fast as the Competition
Win with retailers &
shoppers to support the
Challenger Brand
However The Summer Unlocked An Opportunity……
The Opportunity
Consumer Engagement Category & Retailer
Opportunity Portfolio Advantage
Crisps & Snacks are the Number 1 food consumed during match time Soft drinks are the Number 1 non-alcoholic beverage of choice
3 Key Levers To Set Us Up For Success
Right Portfolio Football Credibility Shopper Insights
Competitive advantage using our unique portfolio of PepsiCo +
Britvic products UCL Sponsorship Research into shopper behavior in
the run up to Footballing events
Critical 2-3 hour window before match
Safe, familiar purchases for the group
Incremental to weekly shop
Shopper: 2 Different Purchase Mindsets For This Social Occasion
Purchase 2-3 days in advance of the match
Beer, Crisps & Soft Drinks are staple of this at home occasion
Host dictated by ‘safe’ choices – what’s appealing to most
Purchases are made en route to host’s home
More impulsive & indulgent on choice
Shopping for the occasion is mostly enjoyed and not a chore given the social occasion & excitement of the match
Powerful & Disruptive Comms both in & out of store is crucial to impact purchase
Host Guest
Understanding What Motivates The Shopper
Shopper Insights Key Occasions
I am time poor and want
convenience in store to meet
my needs
I like brands that offer a prize that
benefits me or my family
I love football and can relate to what this
brand is talking about
In order to win with the Shopper
we need to tap into their specific
needstates to impact key occasions
The Ambition
Create Locally Relevant Shopper Campaigns, Rooted In Shopper Insights To Amplify And Execute
Both In & Out Of Store
Key Objectives
Grow within Sharing across Walkers KPI: 12% share of Sharing Crisps & Snacks.
Grow within Sharing across Doritos
KPI: 10% share of Sharing Crisps & Snacks
Drive relevance & cut through with our Target Audience – become a ‘top-of-mind’ brand
2 Pronged Campaign Approach to Engage with Shoppers
On Pack Promotion Retailer Exclusives
TTL Support to Leverage the Football
Period
Engaging and Topical
Outdoor Campaign
Strong On Pack Offer
Across ROI & UK
Relevant E-Comm &
social content
Disruptive in store foyer &
aisle displays
A Fully Integrated Shopper Approach
Importance of driving Visibility & Navigation at the Point of Purchase
Key Visibility Hotspot
Creative POS To Disrupt The Shopper
Attractive Price Promotion & Incentive
43% of the category is
driven through
unplanned purchases
(Shopper Intelligence’18)
Display is an important trigger for impulsive purchases
Irish Exclusive to Tesco! Win a “Meet & Greet” with Lionel Messi
How did we attract and navigate shoppers to the category?
Attract
Disruptive POS in Foyer
Engaging with shoppers at point of purchase
Engage
Not only that…we executed across retailers NATIONWIDE throughout the Summer months
Results
Exceeded our RSV target by +17%
Exceeded Doritos Sharing target by:
+7%
Exceeded Walkers Sharing target by
+8%
Exceeded our Competition Entry
KPI by +58%
Top Tips For A Successful Shopper Marketing Campaign
Relevant “Money Can’t Buy” Prizes to ensure shopper
engagement
Tailored in Store Activations to garner better
results & support through a
collaborative approach
A Strong Shopper Insight to create
relevant Campaigns
Strong, disruptive in store POS to
increase visibility at POP