Applebee´s ii ronda final

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Saturday, May 5, 2012

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Mission Statement

“To be the most valued, by those who most value brands”


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What we believe in?

“We believe in the power of brands. We believe they are any company's greatest asset, and that building strong, enduring brands is the key to marketplace success. We believe we are of greatest value to those clients that share this understanding of and passion for brands. We believe that when we deliver on this promise, our clients will in turn reward us with their continued loyalty, which is the key to our own success and financial strength.”


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Global Clients

Coca-Cola Co. - 29 years

British American Tobacco - 29 years

Unilever - 24 years

Kimberly Clark - 23 years

KRAFT - 16 years


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What is Applebee´s sense of being?


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To those that hunger for REAL, Applebee’s is the favorite place in the NEIGHBORHOOD, where you can come in as you are, to CONNECT with those important in your life, over the food and beverage you love EVERY DAY

The brand promise

To maintain and heighten its brand promise was our #1 priority in our creative process


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-It is relatable-It serves great food-It delivers value due to economic times-It has great ambiance

What do we understand from Applebee’s in the US market?

...and most of all, it gives people the opportunity to share the food and beverages they most love...


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Let´s take a look at the downside...


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All of them are delivering value!

There is lack of differentiation due to saturation of the CDR category

Main scenery:Friday´s, Chili´s and Olive Garden


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What happens then in the Central American markets?


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-We are relatively new competitors.

-We have low advertising recall.

-There are notable differences between social and economical realities from the United States and Central America.

-We have few units (3 in Guatemala, 7 in Honduras and 1 in Costa Rica).

- Consumers do not believe that Applebee´s is always affordable.


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Let`s take a look on what`s going on with our brand promise in the Central American markets


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Applebee´s means real food and lots of it. Units are simple and right to the point, but does not attract necessarily the everyday hard worker.

REAL


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Consumers do not relate to the brand nor have a sense of belonging for several reasons:

-They do not have sufficient units to cover wide geographical areas.- It´is difficult to relate to the brand as part of the native culture.-It is not an active participant in the community to be perceived as an actual neighbor.

NEIGHBORHOOD


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People do perceive Applebee´s as a place to share with their beloved ones; family and friends. Although due to the visitation frequency, consumers do not establish an emotional connection with the brand or the crew.

CONNECTIONS


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Applebee´s can be spontaneous and special, but for the Latin American middle class worker, it is not regularly affordable. Food may be delicious but does not represent the everyday meal for the average consumer.

EVERYDAY


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Overall, the agency´s perspective about Applebee´s: The brand´s current SWOT


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- Delivers great food.- Delivers a warming and inviting environment to its consumers.- Wide range of variety of options in the menu to choose from.

Strengths

- Competitors in all categories are aggressively launching values opportunities for consumers.- Los Cebollines in Guatemala and El Fogoncito in Honduras have better advertising recall, awareness and visits.

Threats

- All the restaurants within the Central American region are located in high traffic areas.Switchers are looking for new flavors and healthy meals.- New consumption occasions are taken in consideration for consumers in all food categories.

Opportunities

- Applebee’s has few advertising efforts, so consequently their advertising recall is much lower that their main local competitors (El Fogoncito in Honduras and Los Cebollines in Guatemala). - Applebee`s perception as a pricey CDR affects the consumer´s intention to visit the restaurant. It has very few units established in its three markets, therefore affecting the average visitation.

Weaknesses


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To fully understand the Central American market, let´s take a look some of our real neighborhoods


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HONDURAS


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An upper middle class residential neighborhood , located in one of the areas of high added value of the city.

Near this area there are malls, banks, restaurants, movie theaters and churches.

Colonia Villa Eugenia, front of Avenida Circunvalación, San

Pedro de Sula


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In this area there are many restaurants, banks, supermarkets, hotels, city malls among others.

Near by there are Casual Dining Restaurants.

Residential neighborhoods are populated by the middle and middle upper class.

Avenida Circunvalación, 1ra Calle Blvd. Morazán, Fuente Luminosa, San Pedro de Sula


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La Hacienda is one of the the newest housing areas of the upper middle and upper class.

It has developed very quickly with banks, un ivers i t ies, te lev is ion stat ions, restaurants, private and government offices.

Residencial La Hacienda, Boulevard La Hacienda,

Tegucigalpa


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There is a mix of social classes located in these neighborhoods, the first three are middle and upper middle class and last three are lower middle and lower class neighborhoods.

Blvd. Morazán, in front of Restaurante El Patio


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This area has had a fast growth in terms of development, it is surrounded by gas stations, churches, radio and television stat ion and upper middle class neighborhoods.

Mall Megaplaza, El Progreso


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Located between the road that can take you from the La Ceiba to Tela and Trujillo.

It is surrounded by small shopping complexes, banks, fast food restaurants, auto dealerships and upper middle class neighborhoods.

Mall Megaplaza, Col. El Toronjal Carretera Tela-Ceiba, La Ceiba


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It is a place of enjoyment, there are many restaurants, gas stations, clothing stores.

People who visit this mall and live near from the Megaplaza belong to middle and upper middle class, but those who frequently visit this mall are usually from upper class.

Mall Megaplaza, French Harbour, Roatán


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GUATEMALA


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Being an area where development is mostly commercial, the urban make up is totally varied. In the area there are from hotels and restaurants to office buildings and luxury apartments.

There are also stores, discos and popular bars. The socioeconomic level is commercial B and C nevertheless in the surrounding areas people of socio level A live.

2a. Avenue 12-55, Zona 10


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This area too may be classified in a commercial zone but, made up of a higher socio economic level (nse A,B,C+).

In the area there are restaurants, stores and shopping centers with exclusive brand names.

Km. 15.5 road to El Salvador, Centro Comercial, Calle Real 2,

Santa Catarina


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In the area there are restaurants, stores and shopping centers with exclusive brand names. This area is characterized as a high residential area with a socio economic level of c+ and c. As in the above cases, there is commercial activity. This area is known for having different service areas like: entertainment, luxury restaurants ( fine dining is another way of saying it), fast foods, crafts and housewares, among others.

Centro Comercial, Plaza Comercial Majadas, Zona 11


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COSTA RICA


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An upper middle and upper class residential neighborhood, located strategically in one of the areas of high added value of investment of the city of San José.

Lindora offers shopping complexes, boutiques, banks, restaurants, fast food restaurants, supermarkets, gas stations, nightclubs, private residential areas, commercial offices and office centers.

Centro Comercial Momentum, in front of Automercado, Lindora,

Santa Ana


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We want to be the best neighbors(to create real connections with all our targets everyday)


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1. a person who lives near another.2. one who is near in sympathy or confidence.

Dictionary definition

1. one who is friendly and generous.2. a member of the family.3. to be reliable to someone.

Applebee´s definition

What does it mean to be a good neighbor?


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If we want to be a good neighbor, we have to start with:

Trading Partners

NearbyResidentials

StrategicLocations


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-We are not a daily place, we are a everyday place.

-We are not necessarily comfort food. We are more than special food.

-We are not the same market by price, location and perception (we are not the United States).

Some considerations:


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Althought, just saying that we are good neighbors it is not enough...


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We have to prove it

Special Occasions

Everyday


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Special Ocassions


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Our best product, in a limited time, to eat as much as you want.

Core Message


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Target

Family FriendsExecutives


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Ribs Ritual

You eat with your hands

You share a moment

You have fun

You take your time


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No judgementUnlimitedSharingTasteful


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Print

Out of Home

POS

Digital

All you can eat ribs

Radio


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Print

Out of Home

POS

Digital


Radio


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Your appetite is not ready for this.All day, everyday. All you can eat Ribs.


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Friendship lasts forever, but this promotion not.All day, everyday. All you can eat Ribs.


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After 14 hours of ribs, we are all friends.


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Don’t Stop till you get enough.


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Super yummy!

Super yummy!


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Print

Out of Home

POS

Digital


Radio


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Print

Out of Home

POS

Digital

Radio


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Version 1: Friends & Sharing


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Version 2: Work & Unlimited


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Version 3: Family & No judgment


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Print

Out of Home

POS

Digital


Radio


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Hangers/Window stickers


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Rib Coupons

More friends, more fun.One rib is a 10% of individual discount.The five ribs together are a 50% of group discount.


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Print

Out of Home

POS

Digital


Radio


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Rib Countdown


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RibBanner


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Hashtag #quenuncaseacabe


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FELIPE GARCIA


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Rib Tee´s


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Everyday


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Trading Partners

Promotional Materials

Everyday


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Trading Partners


Everyday


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With different partners such as Heineken and Coca Cola, we will hide promotional coupons in different parts of the restaurant, for the consumer to find.

Applebee´s Secret Surprises


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Trading Partners


Everyday


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We will provide flyers to share, the coupons will give better rewards depending of how many people get together.

Sharing coupons


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Compensation


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Ogilvy Latina Compensation

Fee for conceptualization + 15% production

Man-hour cost + Overhead % 1 - 15%

MHC x 2.85%


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“A good neighbor is friendly and considerate. They respect your space and privacy. Good neighbors wave at you, may stop to pet your dog and chat, and buy lemonade from your children. Good neighbors take time to talk and smile. They reach out to connect to you. A good neighbor looks out for others. And most importantly, good neighbors are respectful to everyone.”


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¡Muchas Gracias!


Applebee´s ii ronda final

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Transcript of Applebee´s ii ronda final