2 nd chinese heritage brand workshop dubliss focused approach
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2 nd CHINESE HERITAGE BRAND WORKSHOP DUBLISS FOCUSED APPROACH. – MACAU – Nov. 2012. Dubliss History 2008-2009. Dubliss was launched in 2008 Geo-focus – Pan-Russia Noncompetitive price: Dubliss-27 RUR/Winston-25 RUR Brand Perception: Controversial pack design

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2 nd CHINESE HERITAGE BRAND WORKSHOP DUBLISS FOCUSED APPROACH

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2 nd chinese heritage brand workshop dubliss focused approach

2nd CHINESE HERITAGE BRAND WORKSHOPDUBLISS FOCUSED APPROACH

– MACAU –

Nov. 2012


Dubliss history 2008 2009

Dubliss History 2008-2009

  • Dubliss was launched in 2008

  • Geo-focus – Pan-Russia

  • Noncompetitive price: Dubliss-27 RUR/Winston-25 RUR

  • Brand Perception:

    • Controversial pack design

    • Not optimal product range, lack of Super Lights proposition

    • Too narrow targeted consumer segment

    • ”Mystery” communication platform not understood

    • Low brand awareness

  • DublissIMS, Oct’08-Dec’09 mio st.


Recovery plan 2009

Recovery Plan 2009

August2009…

DECISION TO RE-LAUNCH

OBJECTIVE:

Renew the DUBLISS offer to better meet the expectations of Russian adult smokers

Use focus approach for get best results


Action plan 2009

Action Plan 2009

PRODUCT

IMAGE

  • PRICE / AVALABILITY

    • Brand considered as affordable & worth its price

    • Consumers are not satisfied with limited availability of the product

New Dubliss offer, price and message are relevant and trigger genuine excitement among adult smokers


Russia and its people

Russia and its People


Pmsm map

Area North

Area Moscow

Area East

Area Centre

Area South

PMSM Map

Population / Density

Salary

Huge

Really huge

Moscow

Novosibirsk

Kamchatka

3.7 less dense

Five time zones

Larger than continental US

Poorer with exceptions

Share vs. JTI

Top Brands

% SOM

p.p.

Not the same starting point

Not a single target

  • Concentrate on Area East to meet volume OB

  • Clear early indications of significant volume / share potential

  • “Test Lab” to assess effectiveness of key activities for national roll-out in 2012+


Focus approach

Focus Approach

Sales and Marketing partnership

Sustainability

Field Force

Consumer

Distribution


Focus field force

Focus: Field Force

Prioritization

Motivation program for TE,CE and DSPV

Dubliss Workshops

1

2

3

  • Communication to Sales Forces about the strategic importance of Dubliss

  • Building up internal communication within organization to stress on important role of Dubliss

  • Setting the criteria to win:

  • Handling 2 SKU’s - 80% for three month period

  • Visibility (HotSpot) 50%

  • MultiFacings 50% on territory

  • Coverage 100% from Route Plan

  • TPOSM Placement –100% from allocation

  • Dubliss workshop to engage and reward FF based on achievements

  • Recognition by meeting DublissSecondees

  • Understanding of China market and role of Dubliss as a China Heritage brand

Field Force full concentration on Dubliss importance

8


Focus approach1

Focus Approach

Sales and Marketing partnership

Sustainability

Field Force

Consumer

Distribution


Focus distribution

Distribution

Focus: Distribution

DSD

Wholesale

Key accounts

1

2

3

  • Handling and Volume driving programs

  • Tsunami - non covered territories support - 14K POS

  • Weekly audits

  • Dubliss handling and visibility increase through active delivery agents

  • Dubliss push from vending points and handling increase in DE strata

  • Dubliss as an obligatory brand for WS C&C, especially in DE strata

  • Price-off activities

  • Special offers – PPBBO, Dual packs

Extensive Dubliss distribution through all channels

10


Focus approach2

Focus Approach

Sales and Marketing partnership

Sustainability

Field Force

Consumer

Distribution


Focus sales and marketing partnership

Focus: Sales and Marketing partnership

Tailor made solution

Evaluation and adaptation

Area commitment

1

2

3

  • Summer NTP programs - 4K DCC

  • Mobile Hostess team/Mobile Redemption centers

  • Parking MBBO activities

  • Weekly reports with key performance

  • Special target audience research (sales-study)

  • Regular Field Visits with participation of Brand Group

  • Flexible Action Plan and decision taking to improve brand performance

  • Keeping full year focus on DUBLISS during other Brands Cycles

  • Consistency of support while sharing the universe

  • Ownership and full commitment

Regain internal organization’s trust in the brand by showcasing improving brand performance in Area EAST

12


Focus sales and marketing partnership1

Focus: Sales and Marketing partnership

2011: Dubliss plan improvement in partnership with Area East:

Price repositioning (27 RUR 24 RUR)

Introduce Full Flavor (Dubliss Red) line extension/ Upgrade Tipping

Up-grade mainline packaging


Focus approach3

Focus Approach

Sales and Marketing partnership

Sustainability

Field Force

Consumer

Distribution


Consumer

Consumers

Consumer

  • Male, 18 -34 y.o., Urban (RUSSIA mostly provincial cities)

  • Average income

  • Secondary technical education (less university education)

  • Entrepreneurial, however not following a career path

  • Looking for financial achievements and success but not through constant hard work and qualification but rather as a one time big opportunity

  • Self-centered, individualistic, caring less about family, tradition, society

  • Open to the new, users of communication means (Internet, sms, mobile communication)

  • Sociable, with the boldest attitude

15


Focus consumer orientation novosibirsk example

Focus: Consumer orientation - Novosibirsk example

NTP

General trade

Horeca

Shopping malls

16

University


Focus consumer orientation

Focus: Consumer orientation

Mass

Needs

Occasional

1

2

3

  • Shop assistants/Field Force switch purchasing – 350K DCC

  • Mass Repeated MBBO – 200K DCC

  • SMBBO and PPBBO sets

Redemption centers

  • Permanent hostesses teams in Shopping Malls

  • Mobile teams in NTP

  • 56 K Effective contacts

  • 90 K Info contacts

  • 612 K POP were collected

  • Consumer engagement Non traditional places

  • Horeca platform

  • 22 Event & Plug-in, 4K DCC

17


Focus approach4

Focus Approach

Sales and Marketing partnership

Sustainability

Field Force

Consumer

Distribution


Dubliss performance evolution

Dubliss Performance Evolution

DUBLISS SOM,Jun’10-Sept’12 by Areas %

Focus on Area East (full year support)

Expand focus to Area Center

0.21

0.17

  • Brand performance is directly proportional to PM investment, human resources involvement and support regularity

  • Low consumer base brand needs extensive support long-term to get sustainable organic growth before reducing support.


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