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PEPSI 2004 PowerPoint Presentation

PEPSI 2004

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PEPSI 2004

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  1. PEPSI 2004 MARKETING CLINIC PRESENTATION BRIEF CREDENTIALS & SNACK A JACK OUTLINE PROPOSAL STRICTLYPRIVATEANDCONFIDENTIAL

  2. 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

  3. The Marketing Clinic – Client List

  4. The Marketing Clinic – Projects for Mars

  5. 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

  6. MARKETING CLINIC OUTPUTS: A 3 STEP PROCESS 1) Regression Analysis Groups • Emotional Need State Regression • Regression of Product Encounter 2 3 1

  7. THE MARKETING CLINIC DATABASE MARKETING CLINIC OUTPUTS: A 3 STEP PROCESS • ENSR • RPE 2) Interpretative Analysis Groups • Psychometric Analysis • Taste Profile 1 2 3

  8. 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

  9. MARKETING CLINIC OUTPUTS…..& HOW TO USE THEM • TASTE SIGNATURE • Brand consumption experience – shape of taste • Need State analysis • Detailed technical briefs • NPD & brand optimisation

  10. 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

  11. TASTE profile Raw Psychometric data orange juice example Raw data Taste profile data orange juice example The TASTE SIGNATURE EMOTIONAL profile

  12. 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

  13. 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

  14. EMOTIONAL profile The TASTE SIGNATURE TASTE profile Gentle Easy Not sour or bitter Rounded Polished Rich Distinct Mellow California/Florida Gentle complexity Clean

  15. 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

  16. 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.

  17. 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.

  18. 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.

  19. 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.

  20. MARKETING CLINIC OUTPUTS ….& HOW TO USE THEM • Taste signature • BRAND CONSUMPTION EXPERIENCE –SHAPE OF TASTE • Need State analysis • Detailed technical briefs • NPD & brand optimisation

  21. A CONFECTIONERY SHAPE OF TASTE T A S T E I N T E N S I T Y

  22. MARKETING CLINIC OUTPUTS ….& HOW TO USE THEM • Taste signature • Brand consumption experience – shape of taste • NEED STATE DEVELOPMENT • Detailed technical briefs • NPD & brand optimisation

  23. 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.

  24. MARKETING CLINIC OUTPUTS …..& HOW TO USE THEM • Taste signature • Brand consumption experience - shape of taste • Need State analysis • DETAILED TECHNICAL BRIEFS • NPD & brand optimisation

  25. TASTE BRIEF

  26. MARKETING CLINIC OUTPUTS ….& HOW TO USE THEM • Taste signature • Brand consumption experience - shape of taste • Need State analysis • Detailed technical briefs • NPD & BRAND OPTIMISATION

  27. OUTLINE TARGET BRIEF • Look at Snack A Jack – how it evolved & how it can be developed & improved

  28. 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

  29. 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

  30. TROPICANA ORANGE JUICE - TASTE PROFILE

  31. TROPICANA ORANGE JUICE - PSYCHOMETRICS

  32. 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

  33. 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.

  34. 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