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TRANSCRIPT
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
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Positioning
COMPANY CUSTOMERS
Perception
Positioning X Perception
Multinationals companies in Brazil
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Technology/ Innovation (COSTS)
Proximity with farmers (Relationship)
Local and small companies
How???
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- 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
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- 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
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- 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
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PHASE 01 + PHASE 02 = 2 YEARS
CAMPAIGN
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CAMPAIGN
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CAMPAIGN
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CAMPAIGN
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Segmentation:
External
Internal
Customers Prospects Influencers Decison makers Associations Media
Empoyees
PHASE 01
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INTERNAL AUDIENCE
Internal audience
Create the feeling of PRIDE to be part of Trouw Nutrition team with the company's employees (at all levels)
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Pencil holder and notebook sticker
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Uniforms and pictures contests
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Plant panel
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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.
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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.
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PHASE 01: EXTERNAL AUDIENCE
Build a community through an
emotional campaign to create
the feeling of closeness with
our brand – Bulding authority
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COMUNICATION TOOLS
- Magazine advertisments - Social midia (Facebook + Instagram + You Tube +
Linkedin) - Stickers
- Video - Gifts - Hot site
- Outdoors - Journalists kit
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EXAMPLES:
Magazines advertisments
Social media images:
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CAMPAIGN VOICE TONE
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THIS COUNTRY WAS NOT BUILT BY MEN IN SUITS
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I WAKE UP AT 3 TO ENSURE YO UR M I LK AT 8
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H A R D W O R K A N D PA S S I O N
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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
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THIS FAMILY PROVIDES THE FOOD FOR OUR FAMILY
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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
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M U T U A L L O V E A N D R E S P E C T
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I L O V E M Y J O B ! ! !
CAR STICKER
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Notebook
sticker
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T-SHIRTS
Hot site
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visit: http://pangeatm.com.br/pangeatm/
Facebook Page
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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
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Journalist kit
Emotional videos
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RESULTS
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3 WEEKS
Facebook Posts
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Facebook Posts
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Facebook Posts
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Facebook Posts
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Facebook Posts
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Facebook Posts
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Other videos
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Facebook Page
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Posts reach (1 week)
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Engagement (1 week)
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Posts engagements:
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Posts engagements:
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Posts engagements:
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5.000 stickers sent 700 address
PHASE 02
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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:
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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
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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
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Thank you