change of habit + case study

Axe Consumption

Change of habit + Case Study

Prepared on Oct - 2007

The Quilmes case

Situation: Beer was a seasonal and expensive alcohol beverage, which was loosing terrain by the hands of the direct competitor: cheap vine. The consumption per capita in liters was heavily descending. During the 60´s and 70’s it was 12 liters, but entering the 80´s the needle indicated scarce 6 liters.

Positioning: Brand associated to family consumption in two specific daily events: lunch and dinner. The meals in itself weren’t important but the claim “Hora Quilmes” was, announcing the suitable moment to drink a beer accompanied by the family.

Strategy: Amplify the target, renew the brands image, reduce prices, generate ads campaigns along the whole year with the main goal to turn the seasonal commodity into a regular alcohol beverage to be consumed at any t ime.

Sources: Desk Research + Monitor + Cámara de la Industria Cervecera Argentina

The renewed Quilmes

Action Plan: In 1981 they create the famous claim “El Sabor del Encuentro” which still prevails, start focusing to target the young audience and to increase the product distribution.

The unexpected rotund success: This new strategy had as a basic premise which was to approach young people thru the ad campaigns and an extremely powerful and sticky claim, which synthesized the whole essence of a brand.

Added to that, according to the Argentinean culture, gathering with friends is always one the best moments any person can have, knowing how many indescribable sensations in can provoke and evoke (important when it comes to a girl conquer). This claim gave the youngsters a new way to celebrate an encounter whether it is with friends or a date.

The Key is not only to generate a change of habit, also to be the f irst one to capital ize it .


Final conclution

Originally Quilmes wanted to gain more market share, but they didn’t know the impact a single phrase was going to make.

In a period of 25 years the average consumption per capita in l i ters grew from 7 l i ters to 36.5 in 2006, generating a marked change of habit.

Along all this time Quilmes knew how to work properly on their claim to sustain and increase its market participation as the key player of the category.

For example sponsoring the national football team and several local tournaments rooted to Argentinean tradition, launching every year maintain campaigns and the key commercial, which is put up in the air around November, generating expectation among the young audience and associating it with the summer season.


The change how to communicate

60’s Early 80’s


Early 90’s

6.5 75

12 1316 15

23

3230 30.5

33.5 3335

36.5

0

5

10

15

20

25

30

35

40

78 80 82 84 86 88 90 92 94 96 98 2000 2002 2004 2006

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EvolutionConsumption per capita in liters

The change of habit in numbers


Interpretation: Quilmesalong 25 years made a very smart strategylaunching every year a campaign which helped to boost the habit forward to an average year grow of 18%.Once the habit is firmly installed in the target the big push takes place(90-94). After that, thecurve starts to straighten, entering the saturation tier.

Zoom of graphic 2003 to 2006


*Euro Ex UL 06 (000) Interpretation: Usually Quilmes along one year has 3 campaigns, mostly maintenance. Just one could be seen as a minor, never a major, because Quilmes is the absolute market leader and since the famous claim “El sabor del encuentro” the brand essence didn’t vary.Audience has great expectationsevery November, when Quilmes launches the summer campaign, strongly supported with television(see Nov 06).You can observe in May 06 a very high advertising budget because ofthe World Cup Championship sponsoring.

Media Mix


What is a habit and how can

we change it?Habits are automatic routines of behavior that are repeated regularly, without thinking.

Neurobiology in Teens Neurobiology:Gonadal hormonelevel increasesProminent developmentalbrain transformation in stressor-sensitive regions

Generates:AnxietyRisk-takingNovelty seeking

Which leads to:Seek new experiencesHigher levels of rewarding stimulation without considering future outcomesor consequences Appearance of f irst phase

for SEX and COUPLE LOVE

Physically:Corporal changes, including grow of pubic hair, genitals, stature and voice becomes thicker

Sources: Binghamton University (NY)

Transtheorical Theory (Changing a habit)

Knowledge OptimismDesire ReinforcementStimulation

5 stages to behavior change

Behavior Intention

Behavior

One year

Sources: Veciler, Fava, Prochaska, Abrams, Emmons & Pierce

Examples of change behavior

In an north American study was demonstrated that the distribution of smokers who were trying stop the habit across the first 3 Stages of Change was approximately identical. Around 40% of the smokers were in the Knowledge stage, 40% were in the Desire stage and 20% were in the Optimism stage.The distribution may vary in different countries: in European samples, 70% where in the Knowledge stage, 20% were in the 2d stage and 10% in the 3rd.


Decisional Balance

It reflects the individual’s relative weighing of the pros and cons of changing

40

60

Knowledge Desire Optimism Simulation Reinforcement

Pros Cons

Brief explanation: Once somebodytakes knowledge of a new habit,at first he will be skeptic because henever had an experience with it.Entering thoroughly in the Desire Stage the positive perception increases while the negative thoughts about it begin todrop. Reached the Optimism stage, it startsbecoming a behavior.

T S

core


35

40

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55

60

65

Knowledge Desire Optimism Simulation Reinforcement

Stimulus Control Consciousness Raising

Behavior incorporation process T

Score

Brief explanation: Process use is at a minimum in Knowledge, increasesover the middle stages turning thehabit from a consciousness maneuver into a controlled stimulus.During the Simulation stage, the use is on its peak, needing onlya maintenance to deposit theStimulus Control curve in the Reinforcement stage area.


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