strategy to communication excellence - mr.siddharth banerjee - october 2014
TRANSCRIPT
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Quick Introduction
15 years of operating experience in FMCG
12th year in Unilever
Currently, Country Marketing Director, HPC for USL
Worked across sales / strategy & brand marketing roles
Operated across India / Singapore / UK and Sri Lanka
Conference Speaker and published author
Love long-distance running and reading
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Strategy to
Communication Excellence
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One Size Fits All
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Lack of differentiation
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Sounds Familiar ?
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Strategy to
Communication Excellence
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Media Vehicles used to Investigate: Relative importance change
‘Pull’ based
In-shop
‘Push’ based
(Visibility, Demo, Recommendation)
(WOM, PR, Digital searches)
(TV, Press, Outdoor, digital)
1. Passive Consideration 2. Active Investigation 3. PurchaseC
onsu
mers
The Consumer Decision Making process has 3 Key Stages
Understanding this is critical to establish the role of Media for Consumer & Shopper
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Strategy - THINK
•Understand your JTBD
•Understand your TG
•Understand your KPIs
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• Usage & Attitude / Market Segmentation Studies
• Buyer Behaviour Studies
• Consumer Immersion and Consumer Clinics (Qualitative)
• Communication Studies
• Continuous Performance Tracking
Building Strategic Consumer Understanding
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Strategy - BRIEF
• Creatively share the Insight
• Agree on the Single-most Important Point
• Clear POV on Media
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Strategy - SHAPE
• Research / Pre Test
• Incorporate Learnings & feedback
• Track & course-correct
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Strategyto
Communication Excellence
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Role of communication
Consumer Engagement
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In order to ENGAGE Consumers…
Brands need to STOP interrupting what people are interested in & instead BECOME what they are
interested in
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Meet Me at Starbucks
Play Video
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Insights
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Dove Real Beauty Sketches
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Purpose
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Sunlight Festival of Light
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Relevance
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Axe Blast of The Year
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Experience
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Communication Excellence• Single Minded & Consistent
• Engages Powerfully
• Invokes An Idea
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Strategy to
Communication Excellence
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The Magic Recipe
• Great Insight
• Great Brief
• Great Deployment
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Thank you
So with that…