Strategic Range Brands Equity BuildingHow to build strong brands?

Strategic Range Brands Equity BuildingHow to build strong brands?

Friskies

Primary Target

Indulgent Nutritionists who purchase pet food primarily in the grocery channel

Brand Positioning

Friskies provides all the great taste and nutrition your cat needs to stay full of life

Brand Background

Vitality positioning

Core Values

Taste sensation (enjoyment)

Everyday wellbeing (health)

Anthropomorphic variety

Brand Personality

Full of life

Innovative and exciting

Brand Territory

Premium dry and wet cat food

Brand Properties

Friskies logotype

Ginger cat

Special yellow background (blue in Japan)

ALPO

Primary Target

Indulgent Nutritionists who purchase pet food primarily in the grocery channel

Brand Positioning

All the wholesome goodness your dog needs to stay healthy and happy

Brand Background

Everyday Wellbeing

Core Values

Balance of taste and nutrition

Complete nourishment

Anthropomorphic variety

Brand Personality

Simple

Wholesome

Contemporary

Brand Territory

Premium dry and wet complete dog food

Brand Properties

ALPO logotype

Special red background (packaging)

Strategic Range Brands Equity BuildingHow to build strong brands?

"Accelerating Change"

Creating a "Path to Purchase" strategy

" The point of purchase is arguably the most decisive area of communication.

It appears that we are treating POP communication as a tactical issue rather than as a strategic opportunity." Blueprint 2009

*

Business OpportunityMake sure what we do at the POP results in a purchase as often as possible

Optimizing effectiveness of message/ medium at closest proximity to purchase to increase sales and brand value

Two approaches to POPTraditional (tactical) approach

New (strategic) approach

Belief = "logo will make people buy"TacticalFocus on medium, not message

*Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase....surprise, stimulate, involve and invite.

Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street..

In confectionery is "battle is within arms reach", therefore message is start there and work backwards.

...prioritise first then invest !

Strategic

"I want POP to become our strongest element in communication"

Blueprint 2008

*

New approach to POP "Path to Purchase"

*Making people stop and buy using powerful POP Communicaiton

Two Key Principles define Strategic Approach

Visibility is not enough: Shoppers must be involved & invited

*Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase....surprise, stimulate, involve and invite.

Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street..

In confectionery is "battle is within arms reach", therefore message is start there and work backwards.

...prioritise first then invest !

Communication Vehicles on the Path to PurchaseCommunication VehiclesProduct / PackagingAt Home

*

What's the right message for each vehicle ?

*Cereals are already creating a path by overhead signage and floor decals.

Our objectivesGet pet owners to turn their heads

Connect emotionally

Persuade pet owner

Activate a purchase

*We look for ways to:Interrupt: get them to turn their head in your direction. This is done through using elements in their field of vision that contrast with the surroundings.Connect: the objective is to get an emotional response from your consumer. Its like meeting a person for the first time. If they show interest in you, chances are that you will be interested in them.Persuade: once they like you, they are ready to listen to what you have to say. This as a more rational exchange.Activate: invite them to take action purchase.

Give people a reason to buy !

*The bright refrigerated cases catch your attention, particularly the Tropicana case due to the lighted header. This is enough to get the shopper to turn their head toward the chilled beverages.

Why do you want to go there??

*

*The lights help provide a bright and colorful appearance that is appealing to shoppers.

You start to move toward the case.

What connects you to the product??

*

*Heres where Tropicana drops the ball and Fantasia wins the shoppers purchase. Tropicanas header was the brightest and caught the eye better from far away. But once a shopper gets right up to the display cases, Tropicana misses an opportunity to keep a shopper focused on them. The reason? Theyre missing the emotional connection and as the consumer gets in this close, the shelves are closer in to their field of vision.

The Fantasia case included shelf strips that appeal to a shopper with powerful language: Energizers. Protein Powerhouses. Body Boosters.

You see these as you approach the case, but before you get close enough to really focus on product/packaging itself.

So the key point: Simply being seen and being present isnt enough. You must fight to maintain shopper attention and interest in order to complete the sale.

What is the role of the package??

*

*The Fantasia packaging continues to shine with bright colors and imagery. They continue to make an emotional connection with shoppers while communicating specific differences between individual packages. There is humor and human connection in the product labels reinforced on the shelf tags.

Decision to buy? Why? ?

*

*The shelf tags trigger ideas about occasions that the consumer can aspire to. Its more than just drinking a beverage, it is strong on imagination and product benefit.

2Who does it well ?Benchmarking

Who does it well outside Nestl ?

*Immediate consumption to be brought to front

McDonalds in WalMart

The Petfood SectionHow can we help shoppers, retailers and ourselves by creating innovative retail solutions?

navigation

Alpo & Friskies Pet Street in Thailand

Retail is not a medium,its about turning a garden hose into a fire hoseKey Learning 3

Total Petcare Solutions / Retail Learning Centre USAMake it easier to purchase and pet owners will buy more !

Influence share of shelf, position and total category presentation and pet owners will buy more Nestl Purina

Create unique intellectual capital / relationship through insights & retailers will buy more Nestl Purina products and ideas

Key Learning - structure & resources allowed vision to survive and be brought to life

- shopper insight is intellectual capital that makes them indispensable to retailer

Uzbekistan Communicate & educate along the path to purchaseOutside StoreInside StoreIn-aisle / On-shelfProduct

Key Principles

Marketing must lead the POP strategy1

*Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase....surprise, stimulate, involve and invite.

Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street..

In confectionery is "battle is within arms reach", therefore message is start there and work backwards.

...prioritise first then invest !

Manage the hierarchy, do NOT over-communicate on the pack

PackagingIdentify most relevant hierarchyInformation

Compelling benefit

Danone Use iconic SHAPE to increase visibilityAttracts shoppers - "rounded" form breaks out of "square" environment

2Visibility is not enough: shoppers must be involved & invited

*Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase....surprise, stimulate, involve and invite.

Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street..

In confectionery is "battle is within arms reach", therefore message is start there and work backwards.

...prioritise first then invest !

7.bin

Think & use Nestl Purina owned media3

*Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase....surprise, stimulate, involve and invite.

Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street..

In confectionery is "battle is within arms reach", therefore message is start there and work backwards.

...prioritise first then invest !

Build stories and occasions, to create a BRAND EXPERIENCE4

*Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase....surprise, stimulate, involve and invite.

Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street..

In confectionery is "battle is within arms reach", therefore message is start there and work backwards.

...prioritise first then invest !

Summary - Action PlanWhat can we do?Test / measure effectiveness of each project

Create a path to purchase plan for Strategic Range Brands

Run tests to link POP with CRM strategy

Use Nestle Purina owned Media more effectively to activate purchase

Use call to action in all material produced from now

Collect shopper insights & identify missing information

*All together

Both client and agency need toKick bad habits...GRPsPOP is salesresponsibility

Turn the log side on !

Petowner Insight

Understand Petowner (buying) behaviour

Use the Tools

... it won't always be easy

TRY, LEARN, IMPROVE - CONTINUOUSLY

*I can't do it, Nestl isn't going to do it, your boss isn't going to do it, you need to do it"POP better driven by client CEO LOWE Worldwide (P4, Vevey)

Common VariablesPath to Purchase = All Markets will Benefit by Applying a Common Workflow (COE)

Strategic Range Brands Equity BuildingHow to build strong brands?

Strategic Range Brands Equity BuildingHow to build strong brands?

*

*Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase....surprise, stimulate, involve and invite.

Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street..

In confectionery is "battle is within arms reach", therefore message is start there and work backwards.

...prioritise first then invest !

*

*Making people stop and buy using powerful POP Communicaiton*Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase....surprise, stimulate, involve and invite.

Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street..

In confectionery is "battle is within arms reach", therefore message is start there and work backwards.

...prioritise first then invest !

**Cereals are already creating a path by overhead signage and floor decals.*We look for ways to:Interrupt: get them to turn their head in your direction. This is done through using elements in their field of vision that contrast with the surroundings.Connect: the objective is to get an emotional response from your consumer. Its like meeting a person for the first time. If they show interest in you, chances are that you will be interested in them.Persuade: once they like you, they are ready to listen to what you have to say. This as a more rational exchange.Activate: invite them to take action purchase.*The bright refrigerated cases catch your attention, particularly the Tropicana case due to the lighted header. This is enough to get the shopper to turn their head toward the chilled beverages.*

*The lights help provide a bright and colorful appearance that is appealing to shoppers.

You start to move toward the case.*

*Heres where Tropicana drops the ball and Fantasia wins the shoppers purchase. Tropicanas header was the brightest and caught the eye better from far away. But once a shopper gets right up to the display cases, Tropicana misses an opportunity to keep a shopper focused on them. The reason? Theyre missing the emotional connection and as the consumer gets in this close, the shelves are closer in to their field of vision.

The Fantasia case included shelf strips that appeal to a shopper with powerful language: Energizers. Protein Powerhouses. Body Boosters.

You see these as you approach the case, but before you get close enough to really focus on product/packaging itself.

So the key point: Simply being seen and being present isnt enough. You must fight to maintain shopper attention and interest in order to complete the sale.*

*The Fantasia packaging continues to shine with bright colors and imagery. They continue to make an emotional connection with shoppers while communicating specific differences between individual packages. There is humor and human connection in the product labels reinforced on the shelf tags.*

*The shelf tags trigger ideas about occasions that the consumer can aspire to. Its more than just drinking a beverage, it is strong on imagination and product benefit.*Immediate consumption to be brought to front*Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase....surprise, stimulate, involve and invite.

Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street..

In confectionery is "battle is within arms reach", therefore message is start there and work backwards.

...prioritise first then invest !

*Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase....surprise, stimulate, involve and invite.

Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street..

In confectionery is "battle is within arms reach", therefore message is start there and work backwards.

...prioritise first then invest !

*Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase....surprise, stimulate, involve and invite.

Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street..

In confectionery is "battle is within arms reach", therefore message is start there and work backwards.

...prioritise first then invest !

*Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase....surprise, stimulate, involve and invite.

Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street..

In confectionery is "battle is within arms reach", therefore message is start there and work backwards.

...prioritise first then invest !

*All together*I can't do it, Nestl isn't going to do it, your boss isn't going to do it, you need to do it"POP better driven by client CEO LOWE Worldwide (P4, Vevey)