Mundo

p h i l i p p i n e a l a n n a o m i m a r g a u x l e a

a u s t r a l i a b r a z i l a u s t r a l i a

b r a z i l a u s t r a l i a

B r a n d c o n s u lt a n t

s t r at e g y K n o w l e d g e m G T r e s e a r c h

b r a n d i n g

WE ARE . . .

OUR vis ion

Our ambit ion

creative partners for global brands

deep understanding of insights creates accurate strategies

multidimensional skills for an holistic approach

cultural melting-pot and curious-minded

strong values are guarantee of unforgettable experiences

your brand potential just asks to be highlighted

pragmatism is compatible with creativity

EATON’S

LAUNCH - 2016

J a m a ic a n h e r i t a g e o b j e c t iv e s

to be highlighted thanks to powerful storytelling

123

Defining a value centric global concept

Building an effective awareness campaign that reverses established beliefs.

Understanding markets that are considerably different than one’s own.

JAMAICAN CULTURE Out of Many, One People

C o l o r f u l l a n d s c a p e s ’ vibrant colors are reflected in the visual arts

the most renown recipes of Jamaica i nc lude " Je rky " s p i c e r u b a n d marinade

t h e f o o d o f J a m a i c a i s a s d i v e r s e a s i t s Native, European and Asian cultures

C O L O R F U L C U L T U R E

M I X E D F O O D

J E R K S A U C E

australia

2

Australian BARBIE aS A WAY OF LIFE

C O N S U M P T I O N S C H E M E S

a go-to condiment to slather on chicken or ribs, improve the taste of their neighborhood

BBQ

concerns about flavor profiles,

recipes and food pairings

B e h av i o r s

BBQ among the favorite cooking methods

Different approaches : “low and slow” / grilling

caramelised BBQ crust

B B Q S A U C E S

A great social tradition

competition

specialized

create

enhance

MCCORMICK Inclusive range

MASTERFOODS Ranch hands

Taste as a mission

Why cook when you can create?"

Makes good food taste great

U.S flavours BRiNG TO AUSSIE

the consumer as a creator, will find the perfect combination of spices

bring flavors of the south and southwest of our native America to Australia

the leading global supplier of value-added flavor solutions

spur

Ranches taste

Add Spur's famous flavors to your meal

Jack daniels

Timeless quality and character Robust, full-bodied sauces and marinades to

add character to your meals

Eaton’s

Desired position

2.1

Bbq sauce market Spicier and healthier

17% Value share of Mars Australia,

leader in sauces, dressings and condiments Brands: Masterfoods, Dolmio and Kan Tong

45% of new launches feature

health claims

New products : greater convenience, easier

cooking of complicated dishes

dominated by tomato-based products – shift to sp i c i e r and m o r e c omp l e x flavorings

expected to grow by 3% - to reach $2.1 billion

brazil

33%

17%

bbq bbq sauce: recent popularization

General sauce market boom: increased 17% last year (nielsen)

the volume of sales of BBQ sauces in supermarkets grew 4.3%

heinz 33% growth rate

Sauce Market B B Q , S P I C Y , K E T C H U P

brazilian Hora do churrasco !

Survey/ 32 Brazilians 17-32 years old

96% like BBQ moments

73% have never used BBQ sauce for BBQ

Vinagrete sauce, salted rice, french bread And farofa

Gathering moment

Moment with friends

Moment with family

13%

87%

Positive associations

The issue 73%

TYPICAL BRAZILIAN ACCOMPANIMENTS

“

BBQ but no BBQ Cultural Habit

« I don’t use BBQ sauce during a BBQ. I like to eat it with french fries, Doritos or as my Burger sauce » 

Fast food and snacking time are also moments that you share with friends 

snacks Fast food

bbq

other

35% 50%

10%

5%

“

LOW-COST

Family / Formal Friends / Cool

PREMIUM

competition

fugini

Made with love hemmer

traditional brazilian brand

kenko

Quality for your life

Hellmann’s

A life with more tasty dishes heinz

High-Quality Fresh sauces

Premium Made in Britain

TABASCO

Easiest way to get tastier meals

Why cook when you can create?

Killer insight

What I like about BBQ

is the idea of

gathering unformally around a

Good meal

GLOBAL TARGET G at h e r e d a r o u n d t h e l o v e o f t a s t e

bullseye target

core target

secondary target

Young adults / 20-30 years old

Foodies Spend a lot of time outdoor Love to share moments with their friends Value the experience Want simple, quick meals Love to mix and match

Families

Love to have big families reunion Don’t bother spend time cooking for a tasty meal

Young trendy chefs

Don’t follow standards and rules eager to make gastronomy

accessible

C U R R E N T

B r a n d p e r c e p t i o n

D E S I R E D

B r a n d a m b i t i o n

Jamaican heritage Authentic

Difficult to find/exclusive Products-oriented

Laid-back Simple to use

Sharing Social

Product features Eaton’s bbq sauces

Conviviality Happiness

Warm Easy-going

Sun Exotic Social

E M O T I O N A L B E N E F I T S r at i o n a l B E N E F I T S

Affordable Enhance flavor

Easy to find Caramelized crust

Easy to use

Products features Rational benefits

Taste / flavours

Spicy

Affordable

Easy to use

Natural ingredients

Easy to find

Portable

High quality

Cholesterol-free

Diversity of range Jamaican

Give added flavour

Produce Caramelized crust

Attribut

es im

portan

ce

Brand performance vs. Competition

Differentiation matrix Wh at m a k e s e at o n ’s s a u c e s s o u n i q u e

Brand footprint Hearty and social

values personality •  Laid-back, relaxed •  Sharing •  Social

•  Jamaican •  Spicy and mystical flavour •  Warm and hearty

Source: Jamaica-Gleaner.com Source: Eatons website

Big Idea

Eaton’s bbq sauces

are social and easy going, for the perfect gathering!

IN

FOR

EATON’s IS

THAT DELIVERS

BECAUSE

a maker of mouth-watering jamaican sauces,with an easy-going culture

spicy and hearty meal

whose who like to gather around an informal meal

sauces are produced from original recipes with the best spices and

ingredients.

Australia

Positioning statement

the BBQ sauce market

Creative Concepts

Australia brazil

Spice up your BBQ ! Spicy and mystical flavour, for a

crusty and hearty meal. Benefit from the Jamaican laid-back culture to warm up

the ambiance.

Every single thing that you do in life are strictly linked with other things.

Basketball without ball? Beach Without sun? Rice without

beans? You without friends? Snack without Eatons BBQ sauce? No way! Life needs accompaniments, and your food

too.

Life needs accompaniments 

Creative Concepts Australian key messages

Eaton’s Benefits from Jamaican’s easy-going culture, with family and friends at the

key stone

BBQ sauces

BBQ with Eaton’s

Sauces give flavour to your life: spread it over your meat to obtain a caramelised crust

Easily enjoy your BBQ with your friend, share a great moment around a tasty meal

Creative Concepts brasilian key messages

Creative Concepts brAZilian key messages

Eaton’s Exo$c  brand  with  modern  

values.  Young  and  cool  spirit  at  the  forefront  

BBQ sauces

A moment with Eaton’s

Bring a new fresh flavour for different food moments

Ensure “snack time” a gathering and chill moment full of fun and good memories

australian tactical plan Task cycle

Barriers Communication channel roles

I don’t know

the taste

I don’t know

the brand

I have a very

vague idea about

Jamaican culture

I like the idea

of gathering

sampling PR EVENT TV partnership

POS ONLINE

PRESENCE

sampling

Point of sale

A s t r e e t m a r k e t i n g activation: on the beach, in the streets… go and meet people having a BBQ and offer them a sample of Eaton’s sauces Why? Introduce Jamaican values, emphasize the social and laid-back aspect.

Drive purchase on-site thanks to a Jamaican animation with tasting and discount coupons. W h y ? O f f e r t h e opportunity to know the brand and taste the product.

australian tactical plan Actions in details

Press Relations

S h a r e q u a l i t a t i v e c o n t e n t – m o r e t r us two r thy f rom a customers’ point of view with food journalists and bloggers. Why ? Lay the stress on the idea of Jamaican values and informal gathering.

ONLINE PRESENCE

TV partnership

R e a f fi r m t h e b r a n d identity and values thanks to qualitative content. E.g: On Pinterest, boards dedicated to ideas of r e c i p e s , i n f o r m a l gatherings. Why? Raise awareness for the brands and its products – share the Jamaican value’s and the idea of social-oriented products.

P a r t n e r s h i p w i t h MasterChef Australia: chefs w i l l use the sauces to cook easy and savory meals. Why? Raise awareness for the brands and its products.

australian tactical plan Actions in details

EVENT

A food tour of Australian c o a s t s t o i n v i t e passerby to taste the sauces in BBQ meals prepared by young chefs. At the end of the tour: a giant BBQ party to gather informally in a Jamaican atmosphere! Why? Raise awareness for the brand, invite to taste the product and share Jamaican values.

BRAZILIAN tactical plan Task cycle

Barriers Communication channel roles

Unknown brand

Unknown taste

Solid competitors

Need of

complementary

product

TV

You tube

We transfer Ads

Food

Trucks

Facebook Pinterest

Instagram

Eaton’s

Pepsico

space

in a festival

Snapchat

Use of the Product

WE TRANSFER Ads

YOU TUBE ADS

Trend

Using Youtubers as actors 75% of young brazilians watch videos on you tube 88% of people that have a smartphone use the youtube app

brazilian tactical plan 1 . Advertis ing

TV SPOT

Mass media to announce that we’ve arrived!  Channels watched by our target: -CANAL OFF -MULTISHOW -HBO -Fox

Park and beaches

universities

Truck food tours."

brazilian tactical plan 2 . EVENTS

Taste it !

Taste space in festivals*

(partnership with pepsico)

Open doors to Eaton’s Universe Try our product

Create a relation with consumers

Truck food tours."

Why?

FACEBOOK

brazilian tactical plan 3 .SOC IAL NETWORK

-Create a community -Events Photos -News -Next Events -Share Content

-#foodporn -food tips -dishes with eaton’s

-Special filter -Tropical thematic - Take a photo with what you can’t live without -Best photos on snap home

-Fast Food Suggestion -Snack recipes

96% of young brazilians have a FB Profile

2nd country with more instagram users

App with the biggest growth rate in the last

six months

A way to reach our female Target : 80% of Pinterest users are woman

INSTAGRAM SNAPCHAT PINTEREST

AUG SEP OCT NOV DEC JAN FEB MAR APR MAI JUI JUL

Brazilian Campaign

TV Spot

Youtube Ads

We Transfer Ads

Festival

Universities

Beach

Social Network

Snapchat Filter

2016/2017

CALENDAR

AUG SEP OCT NOV DEC JAN FEB MAR APR MAI JUI JUL

Australian Campaign

Press relations

POS

Sampling

Event

TV partnership

Social network

2016/2017

CALENDAR

   

Project  Cost  

Total  days  

Total  amount  

Managing  Director   Client  Service  Director   Account  Director   Account  Manager   Strategic  Planner   Crea$ve  Director   Crea$ve  Copywriter   Art  Director   Studio  Artworker      

Billing  Rate  (€)  /  Day   2400   2100   1200   800   1900   1900   950   950   600              

Eaton's   Es5mated  Days  Required          

PROJECT                  

BRANDING                                           7,7   13360  

Researches  and  Knowledge  Management               0,2   3                       3,2   5860  

Posi5oning  Statement                   1                       1,0   1900  

Crea5ve  concept   0,25       0,5   0,75   1   1                   3,5   5600  

Tac$cs                                           35,4   40625  

Australia                                           14,5   18365  

Sampling                                           1,4   1890  

Concep5on           0,25       0,25   0,25                          

Organiza5on   0,1           0,5                                  

P.O.S                                           3,0   3325  

Canvass  of  the  supermarkets               1,5                                  

Anima5on  concep5on           0,25   0,5   0,5   0,25                          

Online  presence                                           3,3   4350  

Social  media  management  strategy               1   1                              

Concep5on  of  guidelines           0,25   0,5   0,5                              

TV  partnership                                           1,1   1650  

Partnership  with  TV  channel                                                  

Crea5ve  Concep5on   0,1       0,25   0,2       0,5                          

PR                                           2,3   2750  

Strategy   0,1           0,2   0,5                              

Implementa5on  supervision           0,5   1                                  

Event                                           3,5   4400  

Presence  on  site           0,25   2                                  

Crea5ve  Concep5on   0,25               0,5   0,5                          

Brazil                                           21,0   22260  

TV  ads                                           3,4   3780  

Crea5ve  concep5on           0,2   1       1                          

Negocia5on  and  media  buying           0,2                                      

Produc5on  of  the  ad                                   1              

Youtube  videos                                           3,3   3600  

Crea5ve  concep5on           0,25   1       1                          

Produc5on  of  the  videos                                   1              

We  transfer  ads                                           1,7   1260  

Crea5ve  concep5on               0,2                   0,5              

Negocia5on  with  We  transfer               1                                  

Booth  in  fes5val                                           4,2   4540  

Management  on-­‐site           0,2   2,5                                  

Crea5ve  Concep5on               0,5       1                          

Universi5es  -­‐  food  truck                                           4,2   4540  

Management  on-­‐site           0,2   2,5                                  

Crea5ve  Concep5on               0,5       1                          

Park  and  beaches  -­‐  food  truck                                           4,2   4540  

Management  on-­‐site               2,5                                  

Crea5ve  Concep5on           0,2   0,5       1                          

Total  Days   0,8   0   3,5   20,55   8,25   7,5   0   0   2,5   0   43,1   148595  

                                               

Development  Cost   1  920  €   0  €   4  200  €   16  440  €   15  675  €   14  250  €   0  €   0  €   1  500  €   0  €   53  985  €   Euros  

Total  Cost       202  580  €   Euros  

Your budget Australia + Brazil

Australia Brazil

Total  >  18  365€     Total  >  22  260€    

Branding  >  13  360€    

Development  costs  >  53  985€    

Total > 202 580€

3 keys of success A differentiat ing strategy

From words to action

A strategy that shed l i g h t o n t a n g i b l e customers’ benefit : enhance your food taste, whether it’s bbq or snacks.

A Taste of jamaica

A new exotic way to add a mystical flavor t o y o u r m e a l … Capital izing on an easy-going and social culture.

Share more than food

A key differentiate e l e m e n t : g a t h e r i n f o r m a l l y a ro u n d enhanced food you enjoy.