Skoda “The Czech manufacturer has gone from motoring joke to huge success story in just a few...
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Skoda “The Czech manufacturer has gone from motoring joke to huge success story in just a few short years” How?
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Transcript of Skoda “The Czech manufacturer has gone from motoring joke to huge success story in just a few...
Skoda
“The Czech manufacturer has gone from motoring joke to huge success story in just a few short years”
How?
Buddy Lee
EDS
What was the strategic challenge?
How did they solve it?
Conventions
Of Representation
Of Medium
Of Product experience
INTRODUCING
VEGEMITE
Situation
Vegemite is more popular in the world than peanut butter.
Americans have never tried it.
Kraft Foods owns Vegemite.
Kraft Foods loves making money
Kraft Foods wants you to figure out how to make Vegemite a HUGE hit in America
Vegemite history Invented 1922 by Dr. Cyril Callister. He had the task of developing a spread
from the used yeast being dumped by breweries.
Vegemite is one of the world’s richest known sources of B vitamins thiamine, riboflavin, niacin and folic acid.
Sales took off in 1939 when Vegemite was officially endorsed by the British Medical Asssociation as a rich source of B vitamins.
Rationed in Australia during World War II it was included in Australian Army rations and by the late 1940s was used in nine out of ten Australian homes.
Vegemite is produced by Kraft Foods in Melbourne.
Over 22 million jars per year.
The billionth jar of Vegemite was produced in October 2008
Some Advertising History
http://www.youtube.com/watch?v=0yA98MujNeM
We're happy little VegemitesAs bright as bright can be.We all enjoy our VegemiteFor breakfast, lunch and tea.Our Mummies say we're growing strongerEvery single weekBecause we LOVE our Vegemite.We all ADORE our Vegemite.IT PUTS A ROSE IN EVERY CHEEK!We're growing stronger every week!
More Advertising History
http://www.youtube.com/watch?v=y6GCmpxo1JM
http://www.youtube.com/watch?v=GoRcU0Ul7tU
What is the primary problem you must solve for Vegemite
to be successful?
What is the Competition?
Name everything good about Vegemite
What do Americans think about Australia?
Name everything negative Vegemite
How might Americans use Vegemite?
What do you advise Vegemite to do to become successful?
Product
What do you advise Vegemite to do to become successful?
Price
What do you advise Vegemite to do to become successful?
Place
What do you advise Vegemite to do to become successful?
Promotion
Write a positioning statement for Vegemite
What’s the BIG IDEA for Vegemite?
Let’s write the creative brief
What do we want the advertising to do?
Who is our target?
What do they currently think?
What would we like them to think?
What is the single most compelling promise we can make them?
How do we make it believable?
Is there anything else worth considering that may get to great creative work?
Are there any executional mandatories?
Big Idea of the Day
