final_ims kjeldsens
TRANSCRIPT
Agila Tanirbergenova | Isabel Valdez | Lisa Nguyen | Mauricio MedinaSamuel Hernandez | Tan Yixin | Vianney Mendez | William Nham
Butter Cookies
Agenda
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
I. BackgroundII. Market AnalysisIII. Target ConsumersIV. Survey FindingsV. Creative BriefVI. Connection Plan
Company Background• Introduced in
1933• Entered the
China market in the early 1980s
• Acquired by Campbell Soup Company in 2013
• TMall shop launched in December 2013, increased sales revenue by 55%
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
4 P’s
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Kjeldsens in China• Popular gifting item in China• Associated with
Chinese New Year• Highest brand
penetration in premium cookie industry
• Sales up an average of 28% in the last 3 years
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
SWOT Analysis
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Competitor Background• Imported from Indonesia• Often sold next to Kjeldsens cookies• Has lower brand purchasing frequency
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Benefit Ladder
Target Consumer DescriptionUpper Middle Class
106,000–206,000 RMB
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Middle Class60,000 - 106,000 RMB
Market ResearchCustomer Survey
– How old are you?– Do you buy 蓝罐曲奇 or 皇冠曲奇？
• To those who purchase 蓝罐曲奇 we asked:
• Which of these packages do you usually purchase?
– Given that one of these is from Denmark, and one is from Indonesia, does this affect your purchase decision?
– What do you associate with butter cookies?
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Survey ResultsDo you buy 蓝罐曲奇 or 皇冠曲奇？
• To those who purchase 蓝罐曲奇 we ask:• Which of these packages do you usually
purchase?
Kjeldsens
74%
Danisa26%
Kjeldsens
55%
Danisa45%
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Survey ResultsGiven that one of these is from Denmark, and one is from Indonesia, does this affect your purchase decision?
Yes82%
No18%
Denmark100%
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Survey ResultsWhat memories, events, or occasions do you
associate with butter cookies/Kjeldsens?– Gift giving, holidays, friends– Childhood memories, emotional connections
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Communication Objective
“Reinforce the association of the brand name of Kjeldsens to its cookie packaging, in order to avoid brand confusion with Danisa’s
packaging.”
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
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Behavior Changes
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
“Slow down, create a golden moment”“ 慢活黄金时刻”
Weibo Photo Contest
Contest promotion vehicles
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
“Slow down, create a golden moment”“ 慢活黄金时刻”
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Commercial Video
“Slow down, create a golden moment”“ 慢活黄金时刻”
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
TMall Store Holiday Gift Baskets
Holidays:• Chinese New Year: January 31 –
February 14• Labour Day: May 1 - 3• Dragon Boat Festival: May 31 – June 2• Children’s Day: June 1• Double Seven Festival (Chinese
Valentine’s Day): August 2• Teacher’s Day: September 10• Christmas: December 25
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
“Slow down, create a golden moment”“ 慢活黄金时刻”
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Point-of-Sales Displays
• Remind that Kjeldsens is the original Danish cookie from Denmark
• Promote Weibo Photo Contest with QR codes linking to our official Weibo account
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
“Slow down, create a golden moment”“ 慢活黄金时刻”
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
“Free Smells” at Metro Stations
• Concept inspired by Famous Amos stores’ “free smells” concept in Singapore
• Spraying cookie smells at 30 minutes interval to attract customers
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Metro ads
Scents of Kjeldsens
butter cookies
Induces cravings for Kjeldsens cookies
Evokes fond memories of eating Kjeldsens with loved
ones
“Free Smells” at Metro Stations
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
“Slow down, create a golden moment”“ 慢活黄金时刻”
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Carnival and Photo Collage
• Mini carnivals with photos booths held at main shopping districts of tier-one cities
• People encouraged to attend event with loved ones
• Free Kjeldsens cookies provided for attendeesBackground | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Carnival and Photo Collage• Photo booth will be set
up for people to take photos of themselves enjoying Kjeldsens with family or friends
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Photos will be used to form a collage, eventually displayed at Lujiazui“Slow down, create a golden moment”
Key Takeaways
Weibo Photo Contest Brand name product packaging
Commercial Video Reminder of a golden moment
TMall Allow customers to tailor their purchases
Metro Evoke senses to drive sales
POS Displays Facilitate on-site purchases, promote photo contest
Public Event Create talkability
Background | Market Analysis | Target Consumers | Survey Findings | Creative Brief | Connection Plan
Communication Objective“Reinforce the association of the brand name of Kjeldsens to its cookie packaging, in order to avoid brand confusion with Danisa’s packaging.”