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Castrol Vecton November 2012

Castrol Vecton November 2012. Proposition development. Contents. Background Brand Proposition Market Challenges Communication Development Communications Architecture Taking it forward to B2B communication Summary. VECTON Background. 3. The brief. Launch a new brand across 10 markets

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Castrol Vecton November 2012

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  1. Castrol VectonNovember 2012 Proposition development

  2. Contents • Background • Brand Proposition • Market Challenges • Communication Development • Communications Architecture • Taking it forward to B2B communication • Summary

  3. VECTONBackground 3

  4. The brief • Launch a new brand across 10 markets • Americas: Brazil, US • Asia: China, India, Malaysia, Vietnam • Australia • Europe: Poland, Turkey, Russia • Target segment: • ‘Enterprisers’ mindset in the B2B segment • ‘Achievers’ mindset in the B2C segment 4

  5. The product portfolio • ‘Castrol Vecton’ as a base variant • 2 variants providing added benefits on: • Fuel Economy – ‘Vecton Fuel Saver’ • Longer Drain Interval – ‘Vecton Long Drain’ • System 5 Technology is the common RTB for the entire portfolio 5

  6. System5 – Areas Viscosity control Engine deposits Soot abrasive wear Oil under chemical / physical attack Engine damage leads to shorter component life

  7. Credibility and Differentiation Vecton’s performance scores are better than industry standards by a minimum of 20% 7

  8. Vecton Product Labels

  9. VECTONBrand Proposition 9

  10. Insights Overview Moreself-centred Emotionally attached to their truck Symbolises their success Highly ambitious / driven Sky is the limit Get a real buzz from business Entrepreneurial spirit Forward thinking Would be happy / proud for child to take over empire Financially driven Want to give their family the best Inordinately proud of achievements Seek respect and recognition for achievements Want the best Source: global segmentation study 10 10

  11. The final concept – post research Insight/Emotional Benefit My ambition to succeed in my business, drives me to get more & more from my vehicles Functional Benefit Castrol Vecton Maximises Engine Performance RTB Engineered with our most advanced System 5 TechnologyTM which gives you more Want “more” from the truck to help them achieve their ambitions. Cannot ignore “Protection” as a underlying benefit. 11

  12. Proposition can “own” NEW SPACE 20% of the consumer market is Achievers, an untapped segment for us ! Reassurance Castrol Guardian NOC’s Australia Non differentiated Protection Superfleet US Protection Performance Delo Castrol Achiever Ambition Source: Created by Millward Brown post research using findings Feb 2011

  13. VECTONMarket Challenges 13

  14. Market Challenges • Vecton is a new Castrol product in some markets, and in other markets, it replaces an existing Castrol product • B2B is the prominent segment in some, while B2C is the prominent one in others • Castrol is a market leader in some markets, and a weak player in others

  15. VECTONCommunication Development 15

  16. The need Articulate the brand proposition for Vecton in a way that: • Breaks the clutter of engine oil communication, and stands out as unique and memorable; and • Addresses relevant needs of the consumers 16

  17. Brand Ladder Castrol Source of authority (Castrol Vecton’s) System 5 technology Attribute (technology) adapts and responds to the changing engine conditions How it works Benefits (functional) thus improving engine performance in 5 key areas (like) fuel consumption, oil consumption, power, oil changes, component life (so) you get the most from your truck(s) (and thus) the competitive edge in your business Emotional Pay off

  18. Starting points explored earlier

  19. #1 Creating an aspirational user personality Vecton The oil for those who move the economy

  20. #2.1 Giving the oil a unique descriptor Vecton The Performance Oil

  21. #2.2 Giving the oil a unique descriptor Vecton The Profit Oil

  22. #3 Focusing on the benefit Vecton Keeps your engine as good as new

  23. Feedback and learning • Need to maintain a strong link to the product story • Proposition to be common for base and value-added variants • Need to appeal to both B2B and B2C consumers • Avoid fluffy labels / descriptors and be to-the-point

  24. Identifying Strong differentiators for Vecton 24

  25. 3 Starting Points A unique product benefit A relevant need of our TG A differentiated way of communicating

  26. #1: From the product perspective Castrol Vecton comes with System 5 Technology, Castrol’s most advanced engine oil technology till date. As compared to most other oil brands, which provide only one or two benefits, Castrol Vecton acts in 5 areas to deliver improved engine performance. Between its base and special variants, it has a solution to every possible need of the owner-driver and the fleet owner. 26

  27. #1: From the product perspective As opposed to most oils just maintaining performance, Vecton is able to improve performance by as much as 20%. With its multiple actions, Vecton can called an equivalent of a smart, multi-skilled performer with an intuitive ability to detect and resolve problems before they can cause any damage. 27

  28. Building this into Vecton’s proposition • Option 1: Vecton is an intuitive oil. It detects and defeats engine problems before any damage is caused. • Option 2: Vecton is an oil with multiple benefits. Its multiple-actions approach identifies 5 different engine problems and negates their impact, to improve better performance 28

  29. #2: From a TG perspective • Castrol Vecton targets ‘Achievers’ and ‘Enterprisers’ mindsets among B2C and B2B consumer segments. • We know from research that these consumers are ambitious, enterprising people with a risk-taking ability, and • Look for a competitive edge in the work they do • Want to stand out from the crowd; be seen as doing something different • Are always on the look out for game-changing products, ideas, or practices 29

  30. Exploring the Achievers’ mindset Source: Castrol Research in Australia 30

  31. Exploring the Achievers’ mindset Source: Castrol Research in the US 31

  32. Exploring the Achievers’ mindset Source: Castrol Research in Turkey 32

  33. Exploring the Achievers’ mindset Source: Synovate Research across China, Vietnam, and India 33

  34. Exploring the Achievers’ mindset Source: Autumn Leaves Research in Turkey 34

  35. Exploring the Achievers’ mindset Source: Autumn Leaves Research in Turkey 35

  36. Building this into Vecton’s proposition • Option 1: Vecton gives your business a competitive edge over others • Option 2: Vecton is a unique, better, smarter way of doing business 36

  37. #3: From the competitors’ perspective We looked at the ATL communication done by brands over the last few years, across countries Additionally, we went through websites, and compared product claims for brands and variants. 37

  38. Most communication in the category is rather predictable and un-distinctive.When logos are interchanged – it is difficult to understand which ad belong to which brand

  39. Building this into Vecton’s proposition • Option 1: Vecton is nothing like the engine oils you have used so far • Option 2: Vecton is the next generation of engine oils 39

  40. Bringing these ideas together • TG • Gives your business a competitive edge • Unique, better, smarter way of doing business • Product • Performance oil • Smart, intuitive oil with multiple benefits • Competition • Nothing like the engine oils you have used so far • The next generation of engine oils

  41. The big opportunity here… • To break category conventions • To relook the way decisions are made in the category • To make a lifeless, deadpan category of engine oils come to life • To make the TG get up and take notice • To make a connect between what happens inside the truck, with what happens in our TG’s world • To talk to their aspirations (dream, ambitions) not exasperations (daily struggles, truck maintenance)

  42. What common link can we find between Vecton and his life?

  43. What fuels his ambition • Entrepreneurship, new initiatives • Risk-taking, challenges • Bold decisions, unchartered territories Vecton can be his bridge to go from a ‘businessman’ to a ‘successful businessman’ A better choice A better vision A SMARTER DECISION

  44. A single word that describes these benefits ‘Smart’

  45. Let’s look at the world around us 45

  46. Giving a new description to Vecton Vecton is a ‘Smart Oil’ 47

  47. Does ‘smart’ have the right associations? Across different industries, ‘smart’ refers to a new generation of products. Uncommon, sometimes, contrarian business practices that lead to growth / profits. SMART At an individual level, ‘smart’ differentiates itself from the ordinary, creates a perception of superiority. In culture too, ‘smart’ suggests a better, improved way of living. 48

  48. In our category, is ‘smart’ clutter-breaking? No one is in our category is talking about it. It allows us to talk to owners themselves, because we talk business, not just vehicles and engines. It allows us to have a different point of view on business. 49

  49. In our category, is ‘smart’ relevant? It’s an expressed need of our TG – Achievers and Enterprisers. With the category facing a tough situation in most economies, this plank helps us catch attention, and that too, of the key influencers and decision-makers. It helps us put our best foot forward; gives consumers an unquestionable reason to switch to our new brand. 50

  50. Is ‘smart’ sustainable? • The versatility of ‘smart’ allows us to start with most relevant and immediate context every time we approach new communication. • It can also be used in different ways for • New product launches • Promotional offers and schemes • Loyalty programs • Channel programs • New initiatives 51

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