Brand Management Presentation - NAD+

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.

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+



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+



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


+DOGS with JOBS

The Dogs with Jobs Initiative

36


+ 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+



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


Feelings

50Results


Time

Sa

le

s

Accelerated breakthrough adoption:

+

Questions?

48

Any questions?

Q&A

Questions?

48Q&A

Thank youfor your attention!

Brand Management Presentation - NAD+

Marketing

Transcript of Brand Management Presentation - NAD+