Radu moldovan petrut heidi
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21-Oct-2014 -
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Marketing
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Transcript of Radu moldovan petrut heidi
www.heidi-chocolate.com
MARKETING IN A RECESSION
BUILDING BRANDS THAT ENGAGEPEOPLE
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MARKETING IN A RECESSIONHOW DO BRANDS GROW?
PHYSICAL & MENTAL AVAILABLITY
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Memory structures are weak in most consumers
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Memories build on memories
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Cue Routine Reward
The stimulus or behavioural trigger: the context, situation or association always preceding regular action
The behavioural output itself: the action, habit or circumstance pursued
The benefit: tangible or otherwise, a sense of compensation permanently associated with the action itself
CHOICE AND HABIT IS CONTEXT-DEPENDENT
BECOMING PART OF ROUTINE MEANS BEING MENTALLY & PHYSICALLY AVAILABLE AT THE RIGHT TIME
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1. Why Brands need to be distinct (not different)
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ADVERTISE THE BRAND AND NOT THE CATEGORY
DISTINCTIVE ASSETS create & sustain mental availability
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FEW BRANDS ACCOMPLISH THIS AS WELL AS YOU MIGHT THINK
43% 814
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STELLA ARTOIS ARE DELIVERING CONSISTENCY THROUGH-THE-LINE
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CARLING demonstrates the alternative
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2. GET CLOSE TO THE POINT OF PURCHASEOWNING THE PERFECT MOMENT CAN HELP DELIVER THIS EFFICIENTLYEXPERIENTIAL AND INNOVATION
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Customer decides rule is a myth
4%80% 20%
20%45% 55%
% OF BASE
VOLUME OF SALES
PEOPLE ARE LOYAL, HAVE MORE CONTACT AND NOTICE YOU MORE
ADVERTISING WORKS HARDER
HERE
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Audiences are rarely as straightforward as we might like
Source: GB TGi 2013 (Q2) All aged 18+, ever bought or drunk- in last 12 months
15% OF DRINKERS ARE STYLE & STATUS
22% OF DRINKERS ARE OVER 45
42% OF DRINKERS ARE PARENTS
33% OF DRINKERS ARE MEN
6% MORE ABC1 DRINKERS THAN CHIVAS REGAL
25% OF DRINKERS ARE 65+
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Emphasised further when looking at our clients
16% are 35-54yr old ABC1M 37% are ABC1M 49% are Women
6% are HW and Kids 21% are Mums and Kids 22% are 65+ Adults
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There are no niche brands
THE DOUBLE JEOPARDY LAW:Brands with less market share have fewer buyers and they buy less frequently
ALWAYS CHOOSE PENETRATION OVER LOYALTY
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But there are personal approaches
MASS MARKET PERSONAL
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Stand out and make the dream of people come trueand they shall be your ambassadors
PERSONAL EXPERIENTIAL
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ALWAYS STAND OUT
THANK YOU VERY MUCH
RADU MOLDOVAN PETRUT
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