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PEPSI 2004. MARKETING CLINIC PRESENTATION. BRIEF CREDENTIALS & SNACK A JACK OUTLINE PROPOSAL . S T R I C T L Y P R I V A T E A N D C O N F I D E N T I A L. Who we are. Founded by TM 20 years ago Ex Cadbury Schweppes, Avon, Cussons Managing Director of Wrigleys

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PEPSI 2004

MARKETING CLINIC PRESENTATION

BRIEF CREDENTIALS & SNACK A JACK OUTLINE PROPOSAL

STRICTLYPRIVATEANDCONFIDENTIAL


Who we are
Who we are

  • Founded by TM 20 years ago

  • Ex Cadbury Schweppes, Avon, Cussons

  • Managing Director of Wrigleys

  • DR – Cadbury Schweppes, Beechams

  • NPD Director of Bass Brewers

  • GT – Head of Innovation – RHM

  • CL – Protein research & delivery HMG




What we do
What we do

  • Unique consumer research methodology

  • Qualitative focus groups

  • Identifies the emotional experience of taste for a particular product

  • Obtained through understanding the psychological messages of taste / experience of a particular product / brand


Marketing clinic outputs a 3 step process
MARKETING CLINIC OUTPUTS: A 3 STEP PROCESS

1) Regression Analysis Groups

  • Emotional Need State Regression

  • Regression of Product Encounter

2

3

1


Marketing clinic outputs a 3 step process1

THE MARKETING CLINIC DATABASE

MARKETING CLINIC OUTPUTS: A 3 STEP PROCESS

  • ENSR

  • RPE

2) Interpretative Analysis Groups

  • Psychometric Analysis

  • Taste Profile

1

2

3


Marketing clinic outputs a 3 step process2
MARKETING CLINIC OUTPUTS: A 3 STEP PROCESS

3) Analysis and OUTPUTS

  • The Taste Signature®

  • Brand consumption experience - shape of taste

  • Need State analysis

  • Technical briefs, NPD & brand optimisation

  • PA

  • TP

2

1

3


Marketing clinic outputs how to use them
MARKETING CLINIC OUTPUTS…..& HOW TO USE THEM

  • TASTE SIGNATURE

  • Brand consumption experience – shape of taste

  • Need State analysis

  • Detailed technical briefs

  • NPD & brand optimisation


The taste signature
The TASTE SIGNATURE

  • Composed of 2 profiles, generated independently during our research

  • The EMOTIONAL Profile

  • The TASTE Profile

  • Note that although the 2 profiles are independent they are clearly linked in the consumption experience


The taste signature1

TASTE profile

Raw Psychometric data

orange juice example

Raw data Taste profile data

orange juice example

The TASTE SIGNATURE

EMOTIONAL profile


The taste signature2

EMOTIONAL profile

Stylish

Credible

Premium

Happy

Happiness

Pleasurable

Social

Just squeezed oranges

Closest to the orange

Healthier choice

Light in stomach

Satisfaction

Delicious

Leisurely drink

To relax with

Evening

The TASTE SIGNATURE

TASTE profile


EMOTIONAL profile

Stylish

Credible

Raw data Taste profile data

orange juice example

Premium

Happy

Happiness

Pleasurable

Social

Just squeezed oranges

Closest to the orange

Healthier choice

Light in stomach

Satisfaction

Delicious

Leisurely drink

To relax with

Evening

The TASTE SIGNATURE

TASTE profile


The taste signature3

EMOTIONAL profile

The TASTE SIGNATURE

TASTE profile

Gentle

Easy

Not sour or bitter

Rounded

Polished

Rich

Distinct

Mellow

California/Florida

Gentle complexity

Clean


The taste signature4

EMOTIONAL profile

The TASTE SIGNATURE

TASTE profile

Gentle

Easy

Not sour or bitter

Rounded

Polished

Rich

Distinct

Mellow

California/Florida

Gentle complexity

Clean

Stylish

Credible

Premium

Happy

Happiness

Pleasurable

Social

Just squeezed oranges

Closest to the orange

Healthier choice

Light in stomach

Satisfaction

Delicious

Leisurely drink

To relax with

Evening


The taste signature5

EMOTIONAL profile

  • These are not the final lists of discriminating characteristics

  • We use this knowledge to re-interogate the consumers and enhance the lists into more complete descriptions

The TASTE SIGNATURE

  • Orangy, hint of sweet and the vitality of freshness of cute fruit in aroma

  • Gentle easy front of mouth - not sour or bitter nor acidic, an extraordinary balance - the elegance of nature

  • Rounded, polished, rich but fresh Mid mouth - slow delicious distinct drink

  • Rear mouth, heart of the drink - pure mellow tropical orange deiciousness

  • Gentle orange complexity within a single taste chord - no mixture - its just the fruit

  • Clean, pure, no chemical or mixture aftertaste. Light in stomach - refreshing

TASTE profile

Gentle

Easy

Not sour or bitter

Rounded

Polished

Rich

Distinct

Mellow

California/Florida

Gentle complexity

Clean

Stylish

Credible

Premium

Happy

Happiness

Pleasurable

Social

Just squeezed oranges

Closest to the orange

Healthier choice

Light in stomach

Satisfaction

Delicious

Leisurely drink

To relax with

Evening

  • Cleanses and freshens - stylish

  • Premium Quality Purity - real - healthy

  • Stirs emotions, relaxes & calms - chill out

  • Savouring flavour - comforts - indulgent - moreishness - starts

  • Hedonistic & slow - real pleasure - happy - evening

  • Strong natural message - moreish & quality closest to the fruit.


The taste signature6

EMOTIONAL profile

  • The characteristics of the consumers’ experience are then prioritised.

The TASTE SIGNATURE

  • Orangy, hint of sweet and the vitality of freshness of cute fruit in aroma

  • Gentle easy front of mouth - not sour or bitter nor acidic, an extraordinary balance - the elegance of nature

  • Rounded, polished, rich but fresh Mid mouth - slow delicious distinct drink

  • Rear mouth, heart of the drink - pure mellow tropical orange deiciousness

  • Gentle orange complexity within a single taste chord - no mixture - its just the fruit

  • Clean, pure, no chemical or mixture aftertaste. Light in stomach - refreshing

TASTE profile

  • Cleanses and freshens - stylish

  • Premium Quality Purity - real - healthy

  • Stirs emotions, relaxes & calms - chill out

  • Savouring flavour - comforts - indulgent - moreishness - starts

  • Hedonistic & slow - real pleasure - happy - evening

  • Strong natural message - moreish & quality closest to the fruit.


The taste signature7

EMOTIONAL profile

  • Finally we make the links between the prioritised emotional experiences and the detailed taste profile from different parts of the mouth.

  • To create the TASTE SIGNATURE

The TASTE SIGNATURE

  • Orangy, hint of sweet and the vitality of freshness of cute fruit in aroma

  • Gentle easy front of mouth - not sour or bitter nor acidic, an extraordinary balance - the elegance of nature

  • Rounded, polished, rich but fresh Mid mouth - slow delicious distinct drink

  • Rear mouth, heart of the drink - pure mellow tropical orange deiciousness

  • Gentle orange complexity within a single taste chord - no mixture - its just the fruit

  • Clean, pure, no chemical or mixture aftertaste. Light in stomach - refreshing

TASTE profile

  • Cleanses and freshens - stylish

  • Premium Quality Purity - real - healthy

  • Stirs emotions, relaxes & calms - chill out

  • Savouring flavour - comforts - indulgent - moreishness - starts

  • Hedonistic & slow - real pleasure - happy - evening

  • Strong natural message - moreish & quality closest to the fruit.


The taste signature8
The TASTE SIGNATURE

  • Orangy, hint of sweet and the vitality of freshness of cute fruit in aroma

  • Gentle easy front of mouth - not sour or bitter nor acidic, an extraordinary balance - the elegance of nature

  • Rounded, polished, rich but fresh Mid mouth - slow delicious distinct drink

  • Rear mouth, heart of the drink - pure mellow tropical orange deiciousness

  • Gentle orange complexity within a single taste chord - no mixture - its just the fruit

  • Clean, pure, no chemical or mixture aftertaste. Light in stomach - refreshing

  • Cleanses and freshens - stylish

  • Premium Quality Purity - real - healthy

  • Stirs emotions, relaxes & calms - chill out

  • Savouring flavour - comforts - indulgent - moreishness - starts

  • Hedonistic & slow - real pleasure - happy - evening

  • Strong natural message - moreish & quality closest to the fruit.


Marketing clinic outputs how to use them1
MARKETING CLINIC OUTPUTS ….& HOW TO USE THEM

  • Taste signature

  • BRAND CONSUMPTION EXPERIENCE –SHAPE OF TASTE

  • Need State analysis

  • Detailed technical briefs

  • NPD & brand optimisation


A confectionery shape of taste
A CONFECTIONERY SHAPE OF TASTE

T

A

S

T

E

I

N

T

E

N

S

I

T

Y


Marketing clinic outputs how to use them2
MARKETING CLINIC OUTPUTS ….& HOW TO USE THEM

  • Taste signature

  • Brand consumption experience – shape of taste

  • NEED STATE DEVELOPMENT

  • Detailed technical briefs

  • NPD & brand optimisation


Needs states tropicana
NEEDS STATES - TROPICANA

  • Breakfast – cleansing, refreshing, sharp and intrusive, rehydrating, awakening, fresh mouth.

  • Mid-Morning and Afternoon – break in mood, pleasurable, private, soft, rich, pleasure but not indulgence.

  • With Meals – cleans the mouth, light in taste, gently cleanses palate, alternate flavour to food, healthy.

  • Social/Evening/Indulgence – drunk slowly, savoured, liquid pleasure, extended moment, concentration upon the taste, rich texture but light in mouth, savoured in mouth, indulgence.


Marketing clinic outputs how to use them3
MARKETING CLINIC OUTPUTS …..& HOW TO USE THEM

  • Taste signature

  • Brand consumption experience - shape of taste

  • Need State analysis

  • DETAILED TECHNICAL BRIEFS

  • NPD & brand optimisation



Marketing clinic outputs how to use them4
MARKETING CLINIC OUTPUTS ….& HOW TO USE THEM

  • Taste signature

  • Brand consumption experience - shape of taste

  • Need State analysis

  • Detailed technical briefs

  • NPD & BRAND OPTIMISATION


Outline target brief
OUTLINE TARGET BRIEF

  • Look at Snack A Jack – how it evolved & how it can be developed & improved


What is snack a jack how to improve 1
WHAT IS SNACK A JACK & HOW TO IMPROVE - 1

  • Key 1: What heritage is used in that judgement pre-Encounter

    - Crisp market

    - Popcorn market

    - Low fat snack/ biscuit market

    - Confectionery market

  • Key 2: Which mix of these markets is it operating in & how it evolved

  • Key 3: What criteria are used by consumers at the Encounter

  • Key 4: Who is the primary Target consumer


What is snack a jack how to improve 2
WHAT IS SNACK A JACK & HOW TO IMPROVE - 2

  • Stage 1:Use regression groups to establish brand Encounter & 1st Expectations

  • What market heritage is used by the consumer in the Encounter

  • What Need State was being targeted & how well did it perform

  • How this has evolved & the effect of tastes & textures on Need State delivery

  • Generate blank Taste & Psychometric profiles




What is snack a jack how to improve 3
WHAT IS SNACK A JACK & HOW TO IMPROVE - 3

  • Stage 2: Deconstruct in detail using the Psychometrics & Taste profile

  • Understand – the market heritage & the basis of that attraction

  • The 1st Need State & its subsequent usage & evolution

  • Critical is the anticipated perception & its subsequent delivery - & any gaps

  • What is right & wrong in taste & texture delivery & how this is delivered by the major flavours in the range


Research findings
RESEARCH FINDINGS

Pre-first Consumption Perception (Encounter)

  • Anticipated eating experience and Need State usage – expected target consumer – positioning (benefits and their priority) – replaces which brands.

    Key Consumption Criteria

  • Appearance, bite, texture, flavour, aftertaste and emotional benefits (satisfaction, indulgence, etc.)

  • How it works or otherwise throughout the mouth.

    Taste Shape, Psychometrics Taste Profiling

  • Current Taste Signature®for “Snack a Jack”its performance versus the pre first consumption anticipation.


Recommendations
RECOMMENDATIONS

Strategic Direction

  • Which parts of heritage should be emphasised

  • Recommended re-positioning including re-targeting if needed.

  • Tighten targeted Need States and competitive direction.

    Executional Guidelines

  • Detail product size and texture/flavour range strategy and tactical choice.

  • Technical briefs for Optimisation of Consumption Experience.

  • Recommended ideal Taste Signature® for sales and share growth


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