Post on 25-Jun-2015
Altekruse, Friedrich
Bohlen, Heinrich von
Carelsz, Falco
Levinson, Anastasia
Losciuto, Olivier
Schneider, Philip
1
NAD+
Agenda
2
NAD+
I. The Product The Brand II.
III. Communications Results IV.
Agenda
2
NAD+
I. The Product The Brand II.
III. Communications Results IV.
3Product
Pet Perception Data
(Source: Petside Digital Network)
1%13%
36%
50%
Equal Family MemberSubordinate Family MemberHousehold MemberOthers
4Product
Pet Care Trends
2010
Healthy Life Styles
Carbon Footprint Reduction
Prodependency
Rising Pet-related Expenses
+ 4.8%
(Source: Amercican Pet Products Association)
5
Prodependency
j
Owner-Pet Relations=
Healthy Life Styles
Healthy Pet Food=
Carbon Footprint Reduction
Carbon PAW-print=
Rising Pet-related Expenses
Premium Opportunity
+ 4.8%=
Pet Care Trends
Product
6
Pet Care Trends
Product
!!!
7
Product Concept
Product
Core Product:
+
+
+
Extends a pet‘s lifespan
Fights deseases o. aging
Extends owner-pet bond
8
Product Concept
Product
Actual Product:
+
+
+
Easy dosage fluid
50 ml squeeze bottle
Branding
9Product
(Source: Sirtris Pharmaceuticals)
Scientific Background
10
Sirt 1 Sirt 2 Sirt 3 Sirt 4 Sirt 5 Sirt 6 Sirt 7
Field ofApplication
Metabolism
Inflammation
Cancer
Cardiovascular
Neurological
Product
(Source: Sirtris Pharmaceuticals)
Scientific Background
11Product
(Source: P&G)
Consumer Behavior
12Product
(Source: P&G)
Consumer Behavior
Agenda
13
NAD+
I. The Product The Brand II.
III. Communications Results IV.
Agenda
13
NAD+
I. The Product The Brand II.
III. Communications Results IV.
Brand Vision
14Brand
WHY?
HOW?
WHAT?
Brand Positioning
15Brand
CategoryPoints of parity
CompetitivePoints of parity
Nutritiment
Common associations
+
Healthy ingredients
+
+
Points ofDifference
+
+
+
+
Breakthrough
Pet food additive
Life-extending
Brand Responsibility
Brand elements
16Brand
Name Slogan Character
Packaging Logo
Brand Name
17Brand
[English: nædplʌs]
Pronounceable
Universal
Memorable
Meaningful
NAD+
Slogan
18Brand
Cheers to Life!
Summary Simple
Confirms POD‘sMeaningful
!!!
Character
19Brand
„ Great advertisement dress up in front oflecture hall!“
- nad+ customer -
Logo
20Brand
Closely linked to brand & product
Boosts Brand Recall
Transferable across contexts
abstract
Motion Advertisement
21Brand
Agenda
22
NAD+
I. The Product The Brand II.
III. Communications Results IV.
Agenda
22
NAD+
I. The Product The Brand II.
III. Communications Results IV.
Approaches
23Communications
NAD+
Traditional Media
Guerilla Tech‘s
Course Fair
+
+
+
Responsibility
Second Life
+
+
Approaches
23Communications
+
“Cheers to Life“Campaign
+
NAD
Advertisement Positioning
24Communications
(Source: Vakratsas & Ambler 1999)
ExperienceCognition
Affe
ctio
n
Traditional Media
25Communications
Commercial 1
Print Flyer
Commercial 2
Traditional Media
26Communications
Commercial 1+
+
+
+
Raise awarenessand brand salience
Positive BrandAssociations
EstablishBrand Elementsand personality
Impact Image-sideof BE-Pyramid
Traditional Media
27Communications
+
+
+
+
ComplementCommercial 1
More information about the product
Impact functionality-side of BE-pyramid
Commercial 2
IntroduceSocial Responsibility
Traditional Media
28Communications
Print Flyer:
Traditional Media
29Communications
+
+
+
+
Delivery ofinformation
distributed duringfair and lectures
Build Imagery
To become a billboardon second life
Print Flyer
Guerilla Techniques
30Communications
Lecture
Second Life
Podium
31Communications
„The idea of having a dog at the guest lecture and distributing cookies wasGood!“
- nad+ customer -
Guerilla Techniques
32Communications
“very smart to hang an ad with their brand in front of the um speaking box at one of the guest lectures: low cost but very effective“
- nad+ customer -
Guerilla Techniques
!!!
33Communications
Guerilla Techniques
The nad+ Logo-shot-gun...
33Communications
...Angry Competiton
Guerilla Techniques
Course Fair
34Communications
Stand No. 14:
Course Fair
34Communications
+ Direct response marketing
+ Up-to-date information
+ Ensure comprehension o. brand
+ Track campaign‘s effectiveness
35Communications
Social Responsibility
Thinking outside the box...
35Communications
Social Responsibility
+DOGS with JOBS
The Dogs with Jobs Initiative
36
Social Responsibility
+ Supply rescue dogs with NAD+
+ Extend useful life of the dogs
+ Increase cost-benefit of training
+ Perfect branding match
Communications
37
Motion Advertisement
Communications
Second Life
38Communications
Parcel No. 14:
Second Life
39Communications
Second Life
40Communications
Parcel No. 14:
Second Life
41Communications
Parcel No. 14:
Second Life
42Communications
The Sky Laboratory:
Second Life
42Communications
The Sky Laboratory:
“It was amazing how the stand was built with the lab.“
- nad+ customer -
Agenda
43
NAD+
I. The Product The Brand II.
III. Communications Results IV.
Agenda
43
NAD+
I. The Product The Brand II.
III. Communications Results IV.
Financial Results
44Results
Premium Pricing
Real-life pricing
Among Top Performers
Positive feedback
Financial Results
45
Premium Pricing
Real-life pricing
Among Top Performers
L$ 183,-
Positive feedback
Results
Brand Equity
46
NAD+
How...
...has built brand equity.
Feelings
Results
Brand Equity
46
“Cheers to Life“ Campaign resulted in both broad and deep Brand awarenes+
Differenial advertisements (Commercial 1 vs. 2)+
Adressing emotions and fostering credibility+
Direct response on fair and during shop experiment+
Feelings
Results
Brand Equity
47
“If I could buy this product in real-life i would buy it as well!“
- nad+ customer -
Feelings
...has built both behavioral and intentional loyalty.
Results
48Results
Increase Brand Equity
+
Cross-promotion with HotDog33+
49Results
Increase Brand Equity
Feelings
50Results
Increase Brand Equity
Time
Sa
le
s
Accelerated breakthrough adoption:
+
Questions?
48
Any questions?
Q&A
Questions?
48Q&A
Thank youfor your attention!