Creative brief

Draft – Jeito repositioning

Brief: businessMarket definition

•HIV Prevention and Family Planning

Background

•Jeito has been on the market for more than 15 years•In addition to the “classic” jeito, over the last three years several extensions were introduced: Saliente (studded), Aromatizado (flavoured) and Manobra (in camouflage foil). • Jeito has been dominating the condom market since its introduction. • We don't have market share, but some brand use data in 2009 INSIDA. 35.8% of women and 57.9% of men say they used a Jeito condom at last sex (among those who used a condom) NB: A large percentage didn't know what brand was used (44% of women, 15% of men).•Prices of all Jeito variants were doubled in 2010 but Jeito classico (at 10 Mts) remains the cheapest brand of the market

Business Issues

• 2010 marked the end of Jeito’s near monopoly – Jeito sold 30 million condoms in 2010, from 54 million in 2009 (-44%). • Our assumption is that this was caused by two concurrent factors:

• The introduction of Prudence, another socially marketed condom brand• The 100% increase of Jeito’s price, across all variants

•Currently main competitors to Jeito are Prudence and Kama Sutra. It is a safe assumption that we retain dominant marketshare by total volumes but Prudence seems to be very successful in Maputo and Nampula

Business objective

• The introduction of Prudence has changed the way PSI looks at the condom market in Mozambique. As much as the market has become more competitive, our objective cannot be to fight directly Prudence but rather to address needs (and targets) that are currently untouched.• As the cheapest brand on the market, Jeito is also the most credible alternative to government condoms• It can also be considered as a behaviour change brands: the brand that makes non-users (and rare users) use condoms, more consistently

Brief: business (2)

Marketing issues

Product• During its 15 years of existence, Jeito’s package has changed once or twice;The product is unglamorous, straight forward (see semiotic analysis)• A recent qualitative survey helps unveil some negative perceptions of the product: lack of softness, breaks easily, is often expired, causes irritation, is smelly)• It also showed that two brand extensions are not understood (saliente and manobra), while aromatizado does not provide clear choice (the three flavours are always mixed)Price•Jeito classic is the lowest pricepoint on the market, the other ones are at the same pricepoint with prudence, with a much lower perceived qualityPlace•Jeito is available in town shops and in barracas. Jeito has better rural coverage than prudencePromotion•Jeito never had a consistent communication; most initiatives were random at best without fitting into a specific communication platform; significant efforts were put into ATL, which has led to a high brand awareness;

Brand Strengths and Weaknesses

•Overall: •Jeito is the generic name for condoms in Mozambique – almost not a brand anymore• Given current perceptions and the modernity attached to Prudence, wec an assume that the equity of the brand is currently suffering;

•Strengths:• High brand awareness• The most affordable brand

• Weaknesses•The brand is old fashioned, slightly boring – your father’s condoms• An institutional condom, like the free / government one• No sensuality or desire attached to the brand •Low quality perception•Brand extensions have not helped strengthen its equity

Brief: creative

Objectives of this creative brief

1. To help re-position Jeito in order to:a. Be relevant (again) to its target audience b. Reaffirm its credibility on the marketc. Underline its key points of differenciation vs. Prudence

and free condomsd. Create an emotional link with its target audience

2. To prepare the ground for communication on new variants that will be introduced once its positioning has been set in stone

3. To execute both positioning options in order to help choose the most promising one

Brief: target

Target

O Vizinho

• Demographics:Low income, young, lives alone / with friends. Small jobs. Did not study as much as he would have liked. Contributes to his family as much as he can

• Attitudes to lifeHe takes life on a day to day basis – you never know what can happen. Maybe one day he will be rich (he saw this movie in which this guy was winning million at the casino). But for now, he needs to get enough to pay the rent for his room and try getting this Chinese Iphone everyone has. And get the new Adidas sneakers.He has his close group of friends – guys with whom he grew up. They see him a ‘nice guy’, always ready to give a hand – and share a beer or watch a soccer match. He goes out with his friends – most of the time drinking at the barracas but sometimes in clubs (he has some friends who studied and now have money and pay drinks to the others). He feels cool when he is with them – more than when he is by himself.When he goes out, he avoids as much as possible the fights - he doesn’t want to get into trouble, just wants to enjoy the moment.He has strong opinions about things – especially when it comes to yesterday’s soccer match. He loves soccer maybe one day he will be a professional, who knows.He admires his mother, a batalhadora who managed to raise a family of 6 and gain respect from the community.

Brief: target (2)

Target

O Vizinho (ctd)

• Attitudes to sex / partners

He hangs around with some girls he knows usually when he goes out with his friends – there are always the same girls from the area, they all know each other. Now that he has a room, he manages to bring them back to his place – but sometimes, especially when he is a bit drunk, it just happens behind the barracas.

He did have a girlfriend last year, but she left to study in Maputo. He felt a bit hurt, because he liked her a lot – she was more educated than him and he was feeling proud to be seen with her.

• Attitudes to condoms

Condoms are important – he wouldn’t want to receive a call from one of his usual partners in few weeks telling him she is pregnant. Sex with a condom is better than no sex ! Of course sometimes he doesn’t use them – last time he had sex, he did not use any, it was his birthday !He doesn’t have any brand preference – he goes for free condoms when he doesn’t have money but he likes to buy condoms – girls prefer brands. These days, when he can, he buys Prudence – they are cool and cheap – and girls like them because of the scent.

SummaryO Vizinho is your next door neighboor, a nice guy, a bit insecure, not very ambitous, who dreams of better things (but doesn’t really try to make it happen) and hopes that tonight, after some rounds of beers at the barracas, he will get laid.

Brief: execution (1/2)

Deliverables

•A new logo for Jeito• A new visual identity that will be applied to the packaging and to the communication executions that depicts a mother brand and leave room for variants

We advise to explore both brand positioning platforms

Brief: execution (2/2)

Prerequisite

Timing

Budget

• Two positioning platform have been designed.• Each is a potential winning platform for the

brand• Both platform should be executed• A quantitative pretest will help determine the

one with the highest potential

Positioning #1: Bem EstarInsight Promise

Benefits RTB's

Personality/Values

Achievement

Self Belief

Jeito me completa

Is Isn’t

I really don’t want to worry about the things I’m doing often

Jeito condoms are the only condoms that never let you down – they are

your natural companions that will

allow you to enjoy sex 100% with zero

worries

• Jeito condoms fit me perfectly• I feel well as I know that I am 100% safe / with no risk of rashes or allergies•With Jeito, I can be myself – and enjoy sex my way

• Jeito condoms are made of natural rubber and are water

lubricated – easy to put on, no allergies

• Jeito condoms are triple tested – no risk of breaking

• Jeito condoms come in all variants you need – for all your

moods and all your partners

Unpretentious Warm

LoyalNaturalFamiliar

SensualA category definer

Protective

PornA local brandOn a mission

Bem Estar– mood board

Positioning #2: Prazer DelaInsight Promise

Benefits RTB's

Personality/Values

Self Belief

For our pleasure

Is Isn’t

When I make love, I want my partner to enjoy it as much as I do

• Makes me feel a good / better lover• Helps my self esteem• Helps me impress her• Ela satisfeita, eu sinto-me realizado

Since sex should always be shared, Jeito is made for both partner’s pleasure

Jeito condoms are specially designed to fit perfectly the man and are slightly pearled for more

sensationsIts water-based lube is specially conceived for both comfort and

increased sensationsThe new fun range explore more

fantasies for both partners

Not serious

Balanced

Sensual

Attractive

SensualAn enhancer

A partner

PornA medicine

A tool

In control

Prazer dela – mood board