positioning campaign - clickdimensionsfiles.clickdimensions.com/nutrecocom-afqjk/files/3... · -...

POSITIONING CAMPAIGN ALESSANDRO ROPPA - BRAZIL

30 October 2015

CHALLEGES

- Bring the approach “Creating more value together” to live

- Make the Trouw Nutrition brand known and recognized in Brazil

- Create brand awareness as close to the farmers

- Promote understanding of the link between the brands product

lines with Trouw Nutrition brand

- Do differently from our competitors

2

3

Positioning

COMPANY CUSTOMERS

Perception

Positioning X Perception

Multinationals companies in Brazil

4

Technology/ Innovation (COSTS)

Proximity with farmers (Relationship)

Local and small companies

How???

5

- Products Launches - Promoting our Concept programs (LIFE START, NUTRIOPT, ETC...) - Promoting of our R&D´s - Share customers CASES - Sales team training

INNOVATION/ TECHNOLOGY

PROXIMITY WITH FARMERS

- Easy and practical Nutritional Programs - Share customers CASES - Sales team training - National campaign: Close to the farmers

CAMPAIGN

6

- Create the feeling of PRIDE to be part of Trouw Nutrition team, the company's employees (at all levels)

- Involve farmers in an emotional campaign to build a community around the brand Trouw Nutrition (at least 50,000) - Making the well-known and recognized brand in Brazil.

- Transforming the members of this community ambassadors of Trouw Nutrition brand. - Using the stickers with Trouw Nutrition brand on their cars, on their laptops, sharing our brand in their timelines on Facebook, commenting on the brand through the actions of the campaign.

- Put our brand to light not by the company but by own farmers.

PHASE 01

CAMPAIGN

7

- With formed community and the own farmers promoting our brand and

accessing our content through the campaign communication tools, we

started the placement of the Values of Trouw Nutrition brand:

With publication of technical content, Cases customers, our products results ,

institutional content of the company, and testemmonials of satisfied customers

with the relationship with our company

PHASE 02

CAMPAIGN

8

PHASE 01 + PHASE 02 = 2 YEARS

CAMPAIGN

9

CAMPAIGN

10

CAMPAIGN

11

CAMPAIGN

12

Segmentation:

External

Internal

Customers Prospects Influencers Decison makers Associations Media

Empoyees

PHASE 01

13

INTERNAL AUDIENCE

Internal audience

Create the feeling of PRIDE to be part of Trouw Nutrition team with the company's employees (at all levels)

14

Pencil holder and notebook sticker

15

Uniforms and pictures contests

16

Plant panel

17

18

Plant panel

Video

Video with customer testimonials showing all concern for the production of their animals, and thanking the Trouw Nutrition staff for producing a high quality feed for their animals.

19

Launch with custommers products

On a specific day, prepare lunch for all employees, exclusively with products from our

customers. So they can understand that the feed they produce, has an effect on quality

and food safety on the food that is served to them and their families.

20

PHASE 01: EXTERNAL AUDIENCE

Build a community through an

emotional campaign to create

the feeling of closeness with

our brand – Bulding authority

21

COMUNICATION TOOLS

- Magazine advertisments - Social midia (Facebook + Instagram + You Tube +

Linkedin) - Stickers

- Video - Gifts - Hot site

- Outdoors - Journalists kit

22

EXAMPLES:

Magazines advertisments

Social media images:

23

CAMPAIGN VOICE TONE

24

THIS COUNTRY WAS NOT BUILT BY MEN IN SUITS

25

I WAKE UP AT 3 TO ENSURE YO UR M I LK AT 8

26

H A R D W O R K A N D PA S S I O N

27

E N S U R I N G T H E Q U A L I T Y O F O U R F O O D

28

THIS FAMILY PROVIDES THE FOOD FOR OUR FAMILY

29

P R O D U C I N G H E A LT H Y A N D

TA S T E P R O T E I N

30

M U T U A L L O V E A N D R E S P E C T

31

I L O V E M Y J O B ! ! !

CAR STICKER

32

Notebook

sticker

33

34

T-SHIRTS

Hot site

35

visit: http://pangeatm.com.br/pangeatm/

Facebook Page

36

37

Interaction actions:

1 - Pictures and videos contests 2 - Phrases contests 3 - Posts sharing contests 4 - Posts Likes contests 5 - Call for action:

Post a photo or movie with a message of thanks to the farmer

Charge your post with the hashtag: #souprodutorrural

Mark your friends to show that you support its action

OutDoors

38

39

Journalist kit

Emotional videos

40

RESULTS

41

3 WEEKS

Facebook Posts

42

Facebook Posts

43

Facebook Posts

44

Facebook Posts

45

Facebook Posts

46

Facebook Posts

47

Other videos

48

49

Facebook Page

50

Posts reach (1 week)

51

Engagement (1 week)

52

Posts engagements:

53

Posts engagements:

54

Posts engagements:

55

56

5.000 stickers sent 700 address

PHASE 02

57

2016/17

PHASE 02 PLANING

In the second phase of the project, we will have built a community of: - 50 thousand followers of Trouw Nutrition brand - 50,000 farmers with real proximity to our brand

- 50,000 people connected emotionally with our brand - 50,000 ambassadors of Trouw Nutrition brand When we create the “Autorithy” in this community:

58

The exact timing and perfect conditions to promote our VALUES, the results of our products, testimonials from satisfied customers and institutional content of our company, as the community at this time, is already engaged in our communication tools.

Expectations

59

What we spect with this campaign

- To build a strong and large community

- Make the TN brand known in Brazil

- Create the perceptios to the community of a brand really close to the farmers

- Build an “Autorithy” on this community

- Have the largest number of farmers using our Brand (Cars and notebooks) – Brand ambassadors

60

Thank you