success springs from understanding the consumer...
TRANSCRIPT
T: +44 (0) 1926 774512
M: +44 (0) 7775 951471
Chris Lukehurst
The Marketing Clinic
Greg Tucker
The Marketing Clinic T: +44 (0) 1223 871884
M: +44 (0) 7774 281591
Success Springs From Understanding The Consumer Fully
The Marketing Clinic
We understand the emotional journey of the consumer as they eat or drink and how and why that journey is generated
by that consumption experience
The Marketing Clinic
The Brief
• The Cornetto brand is an outstanding Power Brand within the Unilever portfolio.
• It faces constant competition from other global and local brands across the world.
• The Unilever team asked the Marketing Clinic to define the “why” behind the brand’s success …
• … how best to bring order to the NPD and range strategy…
• …and how to leverage insights to inform communications.
The Research
• The Marketing Clinic profiled Cornetto and global and local competitors in markets in Asia and in Europe.
• We ran 5 qualitative groups in each market.
• February 2011
Cornetto: The Findings
• 4 distinct stages of consumption
• Each driving a different set of emotions
• These stages of consumption affect not only the emotions of each consumer but also how they interact with each other during consumption of the ice cream.
• We identified how competitive products either do not have all four stages or how they vary in their delivery of these stages of consumption and how this effects the emotional journey of the consumer and the group interactions.
Application
• Cornetto is about Love.
• But ice cream is about “Love”
• To understand this properly and to really understand how Cornetto represents “love” …
• …and what we mean by love.
• Let us consider the Greek meanings of love…
Application
• Eros is passionate love, sensual desire and longing.
• Philia is the love of friends, a dispassionate, virtuous love shared with those that we care about and whose company we enjoy.
• Ludus or playful love the affection between children or young lovers.
• Agape a selfless love for everyone friends and strangers
The Subtle but Important Differences
Success Springs From The Consumer Experience Understood
Any Questions?
The Marketing Clinic