jay turner portfolio - consulting
Post on 29-Jun-2015
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Brand Marke*ng Consul*ng
New Product Packaging
Automo*ve A/C Repair Product
Consumer Needs Assessment
COLD
EASY
PROFESSIONAL
CONFIDENCE
• Address and communicate consumer needs via different packaging elements: – Brand Name, Descriptor, Logo, Icon, Font, Copy, Layout, etc
Current Packaging: Heavy on COLD
Cold
Cold
Cold
Cold Cold
Cold
Cold
Cold
• New packaging needs a beKer mix of consumer needs communica*on
Theme #1: “Cold & Professional”
Look/Feel
• Brand Name: A/C Pro
• Alt Brand Name: Master Blaster • Logo: Cold Cues
• Colors:
• Icon: DIY Professional
• Copy: – R-‐134a Refrigerant – Professional A/C refrigerant you can
quickly and easily use yourself
– 3 bullets (La*n)
• Layout: Clean, professional
Theme #2: “Cold & Easy”
Look/Feel
• Brand Name: Flash Freeze
• Alt Brand Name: No Sweat • Colors:
• Logo: “Cold & Easy”
• Icons: Canister + Hose + Gauge
• Copy: – R-‐134a Refrigerant – All-‐in-‐One Kit. Easy to use! – Colder Air in 10 Minutes
– Snowflake/Cross type icons you created – 3 Bullets (La*n)
• Layout: Clean, simple, approachable
(Soder design approach than theme #1 with grey instead of black secondary color and very simple approachable layout/icons)
Theme #3: “Cold & Confident”
Look/Feel
• Brand Name: Ice-‐Man
• Alt Brand Name: TempaSure • Logo: Cold cues, confident
• Colors:
• Icon: Character/Hero – Ice-‐Man superhero – Cloud blowing cold air
– Other character?
• Copy: – R-‐134a Refrigerant – Confidently restore cold air to your A/C. – Add A/C booster seal/guarantee – 3 bullets (La*n)
• Layout: Clean, confident lines (Primary color/design is white to communicate cold/snow but different than theme 1 and 2)
Final Product
New Product Marke*ng Plan
Automo*ve A/C Repair Product
Overview
• Background – Test market new brand in 6 AutoZone stores – Garland, TX loca*on – 6 to 10 week *ming – $50,000 budget
• Iden*fy 4-‐5 programs, $5-‐10k each • DRTV has separate budget
• Objec*ves – Increase awareness of DIY automo*ve A/C refrigerant category – Drive traffic and sales of new brand in AutoZone test stores – “Pay as you go” posi*ve return on investment (ROI) – Maintain consistent messaging/theme for maximum impact – Gain key learnings before roll-‐out (i.e. “role before you roll”)
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Target Audience
• Male
• Age 18 to 44 years old
• Lower income, “blue collar”
• < $30,000 car, 5+ years old • “Do-‐It-‐Yourself” auto repair
• Price conscious
• Southern geography
• Possible Hispanic skew
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Internal Posi*oning Statement
“For DIY auto repair males 18 to 44 years old, Ar*c Freeze is the easy, cost effec*ve way to restore and maximize your car A/C with
75% savings compared to DIFM auto repair dealers.”
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Outdoor
• Multiple units on Interstate-30 in Garland • 150,000 cars per day • $2,000 per unit per month + $1,000 prod/install • Evaluate Spanish version and local posters near stores • 3 units over 2 months • Total Program Cost = $9,000
Car A/C not cool enough?
Try ARTIC FREEZE refrigerant, the easy, inexpensive fix.
Find at this exit.
Highway Billboard
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• “Neighbors – Garland” insertion every Friday • 27,000 readership • Median age 34, avg income $56,000 • Mix of full and half page color ads; $1,500 per insertion • 8 to 10 insertions over 2 months • Total Program Cost = $7,500
Insertion Newspaper
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Direct Mail
• Target by zip code • Minimum 5,000 quantity • Letter/Envelope $0.25 per unit • Postage $0.35 per unit • $5 gift card offer w/ purchase; redeemable via mail • 3 drops over 2 months • Total Program Cost = $9,000
Steve Smith 123 Clove Street Garland, TX 75040
FREE GIFT CARD
OFFER INSIDE
Car A/C not working?
Try ARTIC FREEZE refrigerant, the easy, inexpensive fix.
Gift Card
Letter/Envelope
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Car Flyers
• 1 mall + several nearby strip center parking lots • 15,000 car flyers in 8 hour day • $0.10 per unit delivered • $5 gift card offer w/ purchase; redeemable via mail • 5 drops over 2 months • Total Program Cost = $8,250
Too HOT in your car? A/C not working?
Try ARTIC FREEZE, the easy, inexpensive fix.
FREE GIFT CARD OFFER Flyer
Windshield Applied Gift Card
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Direct Response TV
• Dallas/Ft Worth DMA, #5 Rank • Garland/Richardson Zone = 57,530 HH’s • Garland zip codes: 75040, 75041, 75042, 75043 • Sales rep indicated low inventory of :60 spots, no 2:00 • Total Program Cost = $TBD
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Direct Response ROI
Program Quantity Total Costs
Cost Per Piece
Resp. Rate
# Resp.
Cost Per Resp.
Conv. Rate
# Buyers
Cost Per Buyer
Avg Profit Per Sale
Total Profit
ROI
Car Flyer 75,000 $8,250 $0.11 1.0% 750 $11 90% 675 $12 $20 $13,500 64%
DM Letter 15,000 $9,225 $0.62 1.5% 225 $41 90% 203 $46 $20 $4,050 -56%
DRTV 3.0% 90% $20
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Store Merchandising
Wish your Car A/C felt like this?
Try ARTIC FREEZER refrigerant, the easy, inexpensive solution.
Actual Home A/C Unit + Header Card
($250 each store)
Total Program Cost @ 6 stores = $1,500 19
Co-‐Packs
• $3.00 Koozie & Air Freshener • $TBD Fulfillment • 8% price reduction equivalent • Total Cost = $TBD
FREE KOOZIE
Cool A/C and fresh scent for your car.
ARTIC FREEZE
FREE KEY CHAIN
Cool A/C and accessories for your car.
ARTIC FREEZE
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OR
AutoZone Event – “Cool Zone”
DEMO TODAY Fix your car A/C!
Easy, inexpensive!
Total Program Cost @ 1 store = $12,500 21
Demo Person Demo Car Demo Tent
PR/Radio DJ
Promo Person Cool Give-Away
Cool Snack
Crea*ve Concepts
#1 Cool Car,
Cool Savings
Traditional/Basic Message
Differentiated/Edgy Message
#2 Cool Car
In 10 Minutes
#3 Hot Date, Cool Car
#5 Chill
Your Ride
#4 Uh Oh,
Better Get…
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#1: “Cool Car, Cool Savings”
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Car A/C not working well? Too expensive to fix? Ar*c Freeze is the Do-‐It-‐Yourself automo*ve refrigerant that inexpensively restores and maximizes the cool air of your car A/C. Best of all, it only costs $39.99 compared to hundreds of
dollars at auto repair shops. Enjoy a cool ride and cool savings with Ar*c Freeze.
#2: “Cool Car in 10 Minutes”
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Car A/C not working well? Think it’s too difficult to repair? Ar*c Freeze is the Do-‐It-‐Yourself automo*ve refrigerant that restores
and maximizes the cool temperature of your car A/C. It comes with a reusable dispenser; no tools are required. In just 10 minutes, Ar*c Freeze with ultra synthe*c A/C booster produces
up to 18% colder air.
#3: “Hot Date, Cool Car”
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Tired of hearing your girl complain about the car A/C? Ar*c Freeze is the Do-‐It-‐Yourself automo*ve A/C refrigerant that
restores and maximizes the cool temperature of your car A/C. Within minutes, Ar*c Freeze can keep you and your hot date
cool this summer.
#4: “Uh Oh, BeKer Get Ar*c Freeze”
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Car A/C not working well? Embarrassed to invite others for a ride? Ar*c Freeze is the Do-‐It-‐Yourself automo*ve A/C refrigerant that restores and
maximizes the cool temperature of your car A/C. Best of all, it only costs $39.99 compared to hundreds of dollars at auto repair shops. Don’t let
warm air deter others from a cool ride in your car.
#5: “Chill Your Ride”
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Car A/C bringing you down? Time to chill your ride. Ar*c Freeze is the Do-‐It-‐Yourself automo*ve A/C refrigerant that restores
and maximizes the cool temperature of your car. With a unique dispenser, Ar*c Freeze fixes the problem in 10 minutes. Lean back,
crank up the A/C, and enjoy your sweet ride again.
Inspira*on
Die Hard Battery + Reggie Watts = “Cool” Factor
http://www.youtube.com/watch?v=UUNg9LYqUwQ
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Branding
Personal Health Monitors
Brand Architecture Spectrum
Corporate Dominant Brand Dominant Corporate & Brand Mixed
Corporate Brand Dual Brand Endorsed Brand Co-Brand Single Brand
Brand Architecture • Corporate Brand (aka Master Brand)
– Defini*on • Corporate Brand + Generic Sub-‐Brands
– Examples • BMW automobiles, BMW motorcycles, BMW racing • Chase finance, Chase mortgage, Chase brokerage • Phillips tvs, Phillips stereos, Phillips light bulbs, Phillips shavers
– PROS • Strong corporate brand for well-‐defined business
– Chase is in the financial service business – BMW is in the engine business – Phillips is in the “sense and simplicity” products business
• Flexible/broad in offerings and markets • Least expensive and most singular message of brand architecture
– CONS • Requires large corporate brand campaign to work • No targe*ng/segmen*ng using specific sub-‐brands
Master Brand Case Study – Method • Brand Promise
– “Eco-‐friendly, high-‐design”, “a cleaner clean” – Target consumer cleaning products market
method home cleaning
method detergents
method hand soaps
Brand Architecture
• Dual Brand – Defini*on
• Corporate Brand + Sub Brand – Examples
• Microsod Windows, Microsod Office, Microsod Explorer • Ford Taurus, Ford Mustang, Ford F-‐150 • Philips Sonicare, Philips Norelco, Philips Avent
– PROS • BeKer targe*ng/segmen*ng of the market
– CONS • Requires dual level of branding ac*vi*es • Corporate brand at risk if problems with sub-‐brands
Dual Brand Case Study – Dyson • Brand Promise
– “Always different. Always beKer.” – James Dyson, founder, innovator
Dyson Air Blade Fan
Dyson Air Multiplier Hand Dryer
Dyson Ball Vacuum
Brand Architecture
• Endorsed Brand – Defini*on
• Sub-‐Brand + endorsement or hint of Corporate Brand
– Examples • Courtyard by MarrioK, ExecuStay by MarrioK • McMuffin (by McDonalds), Nestea (by Nestle)
– PROS • BeKer targe*ng/segmen*ng of the market • Endorsement by well established corporate brand
– CONS • Need a well established corporate brand • Less interest from those that dislike corporate brand
Brand Architecture
• Co-‐Brand – Defini*on
• Single Brand + Single Brand – Examples
• Pop Tarts with Smuckers, Coke with Nutrasweet • Phillips Norelco + Nivea Skin Care
– PROS • Raises perceived quality of each brand • Raises brand exposure in new/different product class
– CONS • May confuse or alienate some customers • May dilute either brand equity
Brand Architecture
• Single Brand (aka House of Brands) – Defini*on
• Single Brand + no use of Corporate Brand or Dual Brand – Examples
• Tide, Huggies, Crest (all from Procter & Gamble) – PROS
• Strong, single, separate brand that can be very targeted • No baggage of corporate brand
– CONS • No benefit of corporate brand • Significant *me, resources, and money to build each brand • Most expensive and fragmented message of brand architecture
Poten*al Naming Ideas • Corporate Brand
– Func*onal • Monitor This • Dashboard
– Invented • N/A
– Experien*al • Health Pilot • Life Scout
– Evoca*ve (look ader, monitor, protect) • Mother • Angel • Body Guard • Nanny • Lighthouse • Beacon
Brand Name
• Why is a brand name important? – Differen*ates from compe**on
– Makes emo*onal connec*on with target audience – Ignites passion for customers toward the brand – Requires less adver*sing; they are adver*sements!
Naming Type Spectrum
Less Differentiated & Memorable Most Differentiated & Memorable
Functional Invented Experiential Evocative
Note: - 3 or less syllable names are more effective - Consumers naturally shorten brands to 3 syllables
Ex: International Business Machines = IBM Ex: Trans World Airlines = TWA
Naming Types • Func*onal
– The lowest common denominator of names – Usually named ader a person – Purely descrip*ve of what company or product does – Pre or suffixed reference to func*onality – Very difficult to trademark; usually taken – Examples
• Infoseek, Digital Equipment, Trans World Airlines
Naming Types
• Invented – Invented as in a made-‐up name or non-‐English name – Examples
• TiVO, Jeep, Snapple
Naming Types
• Experien*al – A direct connec*on to something real – Part of direct human experience, emo*onal – Examples:
• Explorer, United, Gateway
Naming Types
• Evoca*ve – Designed to evoke the posi*oning of a company or product – Evokes memories, stories, and many levels of associa*on
• Can be posi*ve or nega*ve – Examples
• Yahoo!, Virgin, Apple
Compe**ve Naming Op*ons • Heart Rate Monitors (mostly all watches)
Func%onal Invented Experien%al Evoca%ve Ra%ng
Reco: Running Mate A
Bowflex Impulse Polar B
Impact Sports Cardio Sport Timex C
Sensor Dynamics Omron D
Garmin Suunto EKHO
MIO F
Poten*al Naming Ideas • Single Brand – Health & Fitness
– Func*onal • Fitness Friend
– Invented • N/A
– Experien*al • In Shape • Feelin’ Good
– Evoca*ve • Green Light • Body Guard • Running Mate
Compe**ve Naming Analysis • Drug Tests
Func%onal Invented Experien%al Evoca%ve Ra%ng
A
Reco: DOPE Detect B
First Check C
Drug Confirm D
At Home Hair Confirm F
Poten*al Naming Ideas • Single Brand – Drug Tests
– Func*onal • DOPE detect • Drug Buster
– Invented • N/A
– Experien*al • Narco Polo
– Evoca*ve • Narc • Red Flag • Watch Dog
Category Brand Name Color Scheme Target/Posi%oning
Alcohol BAC track 21-‐40 Male/Female
Male skew? “Social, But Responsible”
Substance DOPE detect Parents/Police/Hospitals “Reliable check for DOPE”
Health
Doctor’s Choice -‐ cholesterol
-‐ blood pressure -‐ thermometer
40+ Male/Female Ethnic skew?
“Health check at home”
Fitness Running Mate
-‐ heart rate watch -‐ pedometer
All Ages “Recrea*onal Fitness Check”
Brand Architecture
Global Brand Relaunch Presenta*on
Diabetes Monitoring Systems
Several large, global brands competing for market share
Highly Competitive Environment
Multiple brands, sub-brands, and skus spread across 92 countries
Complicated ADC Portfolio
Marketing / sales efforts split across multiple brands
% Awareness US WEC Brazil China
FreeStyle 76% 37% 57%
Optium 15% 31% 32% 42%
Precision 36% 23%
One-Touch/ J&J
96% 70% 61% 45%
Accu-Chek/ Roche
92% 81% 70% 43%
Bayer 60% 32% 38% 63%
Lower ADC Brand Awareness
Packaging design / color not as impactful on shelf
ADC Packaging Doesn’t Stand Out
New FreeStyle Masterbrand
• Research indicated FreeStyle has highest brand equity globally • Winning concept was FreeStyle with monarch butterfly
Frequent Testers
High Insulin Use
Compliant with HCPs See Diabetes Specialist
Seek Innovation Low Feelings of Guilt
Seek Improvement
• FreeStyle will focus on Proactive Lifestyle Managers
Psychographic Consumer Profile
The place the brand occupies in the mind of the patient or health care professional, relative to competition.
Different than a tagline or advertising copy, positioning is the way we want people to perceive, think, and feel about a brand.
What is Brand Positioning?
“Empowerment” “Empowerment” “Empowerment”
• Each competitor promises the same emotional benefit
Competitor Brand Positioning
“Iʼm making progress”"For:
ADC is:
that:
through:
Those taking a proactive approach to managing their diabetes
the diabetes management partner
enables you to make progress
• Products and services that enable active participation • Insights that improve patient expertise • Personalized human to human support that makes a difference
FreeStyle Brand Positioning
Through research, patients positively depicted “progress”
Technology Optimistic
Renewal Individual & Community Growth
Exciting
FreeStyle “Progress” Positioning
FreeStyle has a brand character or “voice” that exemplifies:
New FreeStyle Brand Character
The dominant and primary brand that provides an “umbrella” for a line of products or services.
Masterbrand
Product/ Service 1
Product/ Service 2
Product/ Service 3
Product/ Service 4
What is a Masterbrand?
• Masterbrand with color-coded technology platforms
• Masterbrand with product category sub-brands
Masterbrand Examples
1) Establishes one brand, one voice, one global brand identity
4) Sustainable over time
3) Builds trust and assurance
2) Generates marketing economies of scale
Benefits of Masterbrand
ADC Masterbrand Starting Point
Market research evaluated multiple logos
New FreeStyle Masterbrand
• Research indicated FreeStyle has highest brand equity globally • Winning concept was FreeStyle with monarch butterfly
New FreeStyle Masterbrand
FreeStyle is the dominant and primary brand that provides an “umbrella” for a line of products
New FreeStyle Masterbrand
3) FreeStyle becomes more prominent in communications
Raise awareness, trial and preference for our products
4) FreeStyle Brand = Name + Butterfly + yellow color
1) FreeStyle is the face of ADC going forward globally
2) All collateral will show FreeStyle Masterbrand
New FreeStyle Masterbrand
• FreeStyle masterbrand through consistent architecture
• New packaging significantly preferred to current
• Key packaging innovations
Package Design Takeaways
Qualitative research evaluated multiple packaging designs
New Packaging Design
Winning design represents significant change over existing
Existing Winning Design
New Packaging Design
Consistent brand architecture across portfolio
Technology Color Bar
Prominent Butterfly in Flight
Most Relevant Benefits
No Coding Claim
Abbott Symbol
Abbott Brand Signature
Product Descriptor
Prominent FreeStyle Masterbrand
Product Visual
Equity Yellow
New Packaging Design
FreeStyle color-coded bars enhance customer experience
New Packaging Design
Current design / color not as impactful on shelf
Current Packaging on Shelf
Increases shelf impact and shopability across sub-brands
New Packaging on Shelf
Users preferred new packaging across key measures
US Current US New UK Current UK New
Appeal 62% 73% 56% 65%
Uniqueness 21% 47% 14% 39%
Readability 57% 82% 43% 62%
= Significantly higher at the 95% confidence level
New Packaging Research
“Dump and Discard” has been the rule for the category
1. Contents Dumped from Box 2. Paper Discarded in Trash
Current Packaging Issue
Removable Top Piece
New 2-piece packaging design provides organization & education
Bottom Piece 2-Piece Packaging
New Packaging Structure
CDEs responded favorably to new packaging structure
“It’s the first one I’ve seen like this. It’s really different.”
“It’s simple… it gives you easy, quick access to all the devices which are inside.”
“I like the way it’s laid out. The things aren’t just thrown in there, like they usually are. I like the way it’s organized.”
New Packaging Research
Qualitative research evaluated multiple campaigns
New Brand Transition Campaign
Before: Cocoon Stage
Now: Butterfly Stage
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