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