fs digital brief 2019 21.09.18 (1)mgk.olimpiada.ru/media/work/19159/Приложение_2.pdf · +...
TRANSCRIPT
FSDIGITALBRIEF2019
CATEGORYREVIEW
PepsiCo Confidential 3
RUSSIAN CONTEXT IS TRENDING POSITIVELY WHILST CONSUMER & CUSTOMER CHALLENGES EXIST
Economy recovering …via Frequency & Traffic…driving further MT growth
Still low but improving CC & LFL challenge for retailers…rationalizing shoppers
Change%vsPY 2017 2018e 2019f
GDPgrowth 1,5 1,7 1,4
CPI(avg) 3,7 3,2 4,8
RDI -1,7 2,2 1,8
RealWages 3,5 4,0 2,8
RealRetailTurnover 1,2 2,4 2,3
%2019vsPY Stores Value % 2019vsPY Stores Value
NKA 11,2 10,2 HM 2,5 4,5
LKA 5,8 6,3 SM 2,3 5,1
TTnotspec -6,6 -10 V&P(MM) 6,7 8,5
TTspec 5,5 6,5 V&P(Disc) 10,2 11,6
TotalRetail -0,7 4,9 TotalMT 7,4 7,9
22 22
21 21
15 166 621 17
16 17
2016 2017
Economyseekers
Traditionalists
Quality&Con-ce
Rationalists
Enthusiasts
Modernfamilies
ShoppersMix(%Food,GfK)
Choicerationalization,healthytrends
LifestylechangeandTTshrinking
Crisisecho,morediscountsoffered
Drivers
18 17
15 16
31 34
34 31
2017 Q1'18
Others
TT
V&P
SM
HM
StoreSalesMix(%Food,GfK) Drivers
FREQUENCY:Convenience/Discounts/GoodPersonnel
PENETRATION:Variety/Discounts/Lowprices
8085
78 7466 63
70 69
105
87
2013Q2
2014Q2
2015Q2
2015Q4
2016Q2
2016Q4
2017Q2
2017Q4
Source: Rostat, InfoLine, GfK, PEP estimations, Nielsen, Retailers websites
ConsumerConfidence
+Big2areex-changingresources&reviewstrategy
%2019vsPY VPO
NKA -5,2
LKA -3,7
TTnotspec -7,6
TTspec -3,2
22,8
21,2
18,2
7,7
5,4
-0,1
4,8
-4,7
Revenue LFLRetailersinH1-18vsPY,%
PepsiCo Confidential 4
JUICES IS THE BIGGEST CATEGORY WITHIN LRB, STILL LOSE ITS SHARE MOSTLY TO MINERAL WATER AS UNEQUIVOCALLY HEALTHY PROPOSITION
30,1 28,6 27,7
24,0 24,5 24,6
17,1 16,8 16,8
12,7 12,9 13,4
6,3 7,4 8,7 5,0 4,8 4,5
MAT-2 MAT-1 MAT
SPORTDRINKS
KVASS
ICETEA
ENERGYDRINKS
COLAS
FLAVORS
MINERALWATER
JUICES
+2,4%
-3,8%
-1,2%
+5,2%
-8,7%
+22%
Volumechg,%MATvsMAT-1
-31 254
-109 088
-485 480
-348 772
-87 074
-105 110
-9 279
-16 596
-4 854
-3 139
-5 239
37 744
111 784
459 666
327 387
69 978
103 785
8 258
15 648
3 966
2 456
4 692
Kvass
Sparkling Water
Tea
Coffee
Still Water
CSD
Ice Tea
Yogurt Liquid
Aroma milk
Energy drinks
Milk drinks with juice
6 490
2 696
-25 814
-21 385
-17 096
-1 326
-1 021
-949
-888
-683
-547
LRB Value Mix MAT Mar’18 Gain & Loss MAT Mar’18
PepsiCo Confidential 5
ITEMS PER TRIP DECREASING IS THE KEY CONTRIBUTOR TO CATEGORY DECLINE IN THE MARKET
JuicesTotal,bln Rub
+2% -3% -3%+1%
-0,6
PepsiCo Confidential 6
CATEGORY - SHOPPER KPIs DYNAMIC
NLR analysis
Who are lost buyersShopper KPIs dynamics by NLR
Dynamic of shopper KPIs
Source: GFK HHP
5,6 5,4 4,8 5,4 5,9 5,4 4,8 5,4 5,7
72,6 70,3 64,4 68,7 69,7 68,9 65,1
71,1 71,2
100,2 102,2 102,2 108,3 106,3
102,6 101,9 107,4 104,4
-
2 ,0
4 ,0
6 ,0
8 ,0
1 0 ,0
1 2 ,0
1 4 ,0
-
20, 0
40, 0
60, 0
80, 0
100, 0
120, 0
Q1'16 Q2'16 Q3'16 Q4'16 Q1'17 Q2'17 Q3'17 Q4'17 Q1'18
Frequency
Penetration
Basketsize(Rub)
% in buyers. Q1 ‘18 vs Q1’17
18% 63% 19%
RETAINEDLOST NEW
REPEATEDQ1 2017 Q1 2018
Frequency 6,8 6,4Basket, items 1,9 1,9
Basket, rur 105 104LOST NEW
Q1 2017 Q1 2018Frequency 3,3 3,5
Basket, items 1,7 1,7Basket, rur 104 104 15 19 13
3745 42
3328 35
16 8 1012 11 14
33 27 29
18 22 1918 23 2220 18 16<29 y.o.
30-39 years
40-49 years
50-65 years
66 years and older
<10 ths. rbls
10-19 ths. rbls
19-45 ths. rbls
more than 45000 rbls. LOST NEWRETAINED
75 60 72
68
76 15 913 17 1220 22 1610 13 108 11
818 19
1618 17
20
28 19 29
21 27 2121 26 21
31 28 31
27 19 271 member2 members3 members4+ membersRural10-49 ths50-249 ths250-499 ths500-999 ths1 mln.Children <5 y.o.Children 6-12 y.o.Children 13-18 y.o.HH without children LOST NEWRETAINED
PepsiCo Confidential 7
DOBRY OUTPERFORMS LUB AND FS IN CONSUMERS PERCEPTION WHICH RESULTS IN SOM
10
Sources: Ipsos, Juice Tracking, FEB-APR’18 average
TOP OF MIND 14 8 5 8 42
6CONSIDERATION TOP 1 8 10 8 8 26
-CLOSENESS (average score) 59 60 60 56 71
BRAND I LOVE - 44 48 37 34 55
1,4SOM VAL 6,2 5,1 12,5 11,1 24,8
|FSHISTORY||TARGETAUDIENCE|
|PORTFOLIO|
F.SAD:18YEARSONTHEMARKET…1999 2002
LAUNCH
«Fruit Holiday/Kindergarten campaign»
2005-2006 2008 2009 2010 2011
2012 2014 2015 2016
«Happiness -it’s Simple» «Fruit Factory!»
“Just a treasure for the Health”/
FS Jingle
KIDS/SCHOOL LINE COMMUNICATION
PRODUCT ADVANTAGE CAMPAIGN
with opinion leader Y.Vysotskaya
‘Everyday –Celebration!”
2013
NEW POSITIONING NEW POSITIONING NEW POSITIONING NEW POSITIONING
NEW POSITIONING
NEW LOOK/PACK
NEW POSITIONING
«NewKindergarten campaign»
COMPOTE LAUNCH
NEW PACK FS+SY Merge
2017
10
FSTARGETAUDIENCEPROFILE:FAMILYDEVOTEES,NOTCONSERVATIVE&TRADITIONALBUTWITHTRADITIONALVALUE:FAMILYCONNECTION
TA • FamilyDevotees25-44y.o SHOPPERSEGMENT • ModernFamilies
PROFILE
• Age<39• HHsize3+withchildren• Familyhappiness&wellbeingiskey• Middleandupper-middleincome(30-45K
RUBperHHfamilymember• BuyDobry,mostlikelysharebrandvalues
(kindness,care)
SHOPPINGSTYLE
• ShortonTime;• Likenewproducts;• Likestrongimpressions
INTERESTS
• Cooking• Gardening• Travelling• Interiordecor• Popcultureof80s
CHOICE
• Bigpacks;• Pricematters;• Innovative;• BuyWellKnownBrands;
KEYINSIGHT:Familyisthemostimportantvalueinmylife:myhusbandandmykids.Myhusband ismakingsurewearewelloff,andIdevotemyselftocreatingwarmatmosphereinthefamily.IbelievethatonlybysincerelyputtingmysoulintothehearthandhomeIcancreateastrongconnected family,whereeveryone ishappy.
БРЕНД «ФРУКТОВЫЙ САД» — ОДИН ИЗ ЛИДЕРОВРЫНКАС АКТИВНОЙ РЕКЛАМНОЙ ПОДДЕРЖКОЙ В ТЕЧЕНИЕ ВСЕГО ГОДА
*Milward brown A/R/M/IDec`17
99%ЗНАЮТ БРЕНД
«ФРУКТОВЫЙ САД»!*
9 из 10ПОТРЕБИТЕЛЕЙ СОКА
ХОТЯ БЫ РАЗ ПРОБОВАЛИ«ФРУКТОВЫЙСАД»!*
60%ДОЛЯ ЦЕНОВОГО СЕГМЕНТА,В КОТОРОМ
ИГРАЕТ БРЕНД!
ИНТЕНСИВНАЯ ТВ-ПОДДЕРЖКА
НАПРОТЯЖЕНИИ ВСЕГО ГОДА!
FSDIGITALECOSYSTEM
CONTENT
DISPLAYSEM
SEEDING BLOGGERSACTIVATION
PROMOPOSTING
CRM
OLV
SP
SITE
SM
SP
2018CALENDAR
Q1 (Янв – Фев ) Q2 (Мар – Май) Q3 (Июнь – Авг) Q4 (Сен – Дек)
JOYFROM
NATURE
TASTEADVANTAGECAMPAIGN
ALWAYSONSEO
SMMPROMOTION INVK,4POSTSPERMONTH,STORIESINIGONOCCASION
MASLENITSAGASTRONOM[FSMORS]
TASTEOFSUMMER[FSMORS]
BASKOMETR
360
CAM
PAIG
NS
DIG
ITAL
SP
ECIA
L PR
OJE
CTS
ALW
AYS
ON
2018– ГОДБОЛЬШИХПЕРЕМЕНДЛЯБРЕНДА«ФРУКТОВЫЙСАД».ПОНИМАЯВСЕМИНУСЫТЕКУЩЕГОПОЗИЦИОНИРОВАНИЯ,МЫ
ПРИНЯЛИРЕШЕНИЕЕГОИЗМЕНИТЬ
ITWASIMPORTANTNOTONLYTOCHANGETHE
POSITIONING,BUTALSOTOSTRENGHTENRATIONAL
BENEFITSOFTHEPRODUCT
УЛУЧШЕННЫЙ ВКУС
ЕЩЕ БОЛЬШЕ ЯБЛОК В КАЖДОЙ
ПАЧКЕ БЕЗ ДОБАВЛЕНИЯ САХАРА(потребительский тренд на употреблениепродуктов без сахара)
УВЕЛИЧЕННАЯ ФРУКТОВАЯДОЛЯ**
МЕНЬШЕ САХАРА**
ТОП-5 ВКУСОВ «ФРУКТОВЫЙ САД»СТАНУТ ЕЩЕВКУСНЕЕ!
ЯБЛОКОНЕКТАР СТАНОВИТСЯ 100%СОКОМ
ОСТАЛЬНЫЕ ТОП-4ВКУСОВ
РОСТ КОЛИЧЕСТВАПОКУПОК
ПЕРСИКАПЕЛЬСИН МУЛЬТИФРУКТ
УЛУЧШЕННЫЙ ВКУС
ТОМАТ
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ПОТРЕБИТЕЛЕЙ ПОДТВЕРЖДАЮТ:
УЛУЧШЕННЫЙ «ФРУКТОВЫЙСАД» ВКУСНЕЕ, ЧЕМ СОК, КОТОРЫЙ ОНИ ПЬЮТОБЫЧНО!*
100%сок
ИНТЕРНЕТ •89 млн охват’’•Онлайн видео и баннеры• Социальные сети• Блоггеры•Активация на сайте «Баскометр»
ТВ & ОНЛАЙН ВИДЕО• 4 месяца
• 7 креативных копий
• 95% охват аудитории
• +40% увеличение рейтингов против 2017
МАСШТАБНАЯ КАМПАНИЯ 360°СТАНЕТПЕРВОЙВ СВОЕМ РОДЕ АКТИВАЦИЕЙ В ИСТОРИИ СОКОВОЙ КАТЕГОРИИ В
РОССИИ!
МАСШТАБНЫЕДЕГУСТАЦИИ
ЯРКАЯ КОММУНИКАЦИЯ
НАУПАКОВКЕ
БЕСПРЕЦЕНДЕНТНАЯ КАМПАНИЯ В КАТЕГОРИИ!
18 городов
4 млнконтактов
16 500+ ДОПОЛНИТЕЛЬНЫХ МЕСТ ПРОДАЖ!
СЕНТЯБРЬ-ДЕКАБРЬ 2018
НАРУЖНАЯ РЕКЛАМА•Впервые за последние 5 лет!
• 50% охват в 6 крупнейших городах
•100 млн+ контактов
PR В НАИБОЛЕЕ ПОПУЛЯРНЫХ СМИ20 млн контактов
‘противаналогичногопериодапрошлогогода;‘’неуникальныйохватвсехплощадок
COPIES
OLV6’
OLV15’
TVC25-30’
2019CALENDAR
Q1 (Янв – Фев ) Q2 (Мар – Май) Q3 (Июнь – Авг) Q4 (Сен – Дек)
TOP-5UP-JUICING[PART2] CAMPAIGNTBD36
0 C
AMPA
IGN
S
DIG
ITAL
SP
ECIA
L PR
OJE
CTS
ALW
AYS
ON
MASLENITSA[FSMORS]
BTS[FS0,2Kids]
NYTasteofSummer[FSMors]
OUTOFBRIEFSCOPE
ALWAYSONSEO
SMMPROMOTION
ТАКОЙ
2.0
ВКУ-У-УСНЫЙ!
TASTE ADVANTAGE 2.0 – SO TASTY WITH MEAL!
MESSAGE:Таквкууусно!Попробуйтесами!7из10заявляют…
FROM
Tasty
Family
Withmeal
Tasty
Family
TO
MESSAGE (TBC):Таквкууусно седой!ХХХмлнпопробовалоПопробуйтесами!
SCENERY:Shoppingcenter
SCENERY:Flat+yard
new
2TVC(25’)
2OLV(15’)
4OLV(6’)
TO (REFRAMED DESIRED BELIEF OR BEHAVIOR):
BY (BRAND BIG IDEA):
Family Devotees: Adults with established families (30-40y.o.) with kids (6-14 yo), for whom family well-being and happiness is the core valueDemand Space: Enjoyable Meals Together
Are looking for the best for the whole family
• Emotionally engage with FS brand and see it as a “brand for me and my family”
• Buy FS because it’s very tasty, natural juice, worth more than it costs
“Renewed Fruktovy Sad tastes better than the juices you usually drink”
IMC BRIEF | TASTE ADVANTAGE 2.0
GET TARGET:
WHO (TARGET INSIGHT)
Get ‘Family Devotees’ to Increase F.Sad consumption in their ‘Enjoyable Meals Together’ occasions instead of choosing Dobry>>> Win battle beyond price
MARKETING OBJECTIVE
1. Grow F.Sad Sales and market share 2.Win Q2 and increase RMS vs Dobry
BUSINESS OBJECTIVE
Fix value perception:• Has great taste• Worth what it costs• Natural• Salience into Enjoyable Meals Together
COMMUNICATION OBJECTIVE
Retaining current buyers and recruiting switchers.
WITHIN:
Dobry is currently a default choice for consumers… How to become so relevant and distinctive that we are considered every time Family Devotees are choosing juice for family meals
PROBLEM TO SOLVE:
KEY MESSAGE: «ФРУКТОВЫЙ САД» ВКУСНЕЕ СОКОВ И НЕКТАРОВ, КОТОРЫЕ ВЫ ОБЫЧНО ПЬЕТЕ»
HERO PRODUCT:
FS 0.95 Ultra Edge Apple 100%
TO (REFRAMED DESIRED BELIEF OR BEHAVIOR):
BY (BRAND BIG IDEA):
Family Devotees: Adults with established families (30-40y.o.) with kids (6-14 yo), for whom family well-being and happiness is the core valueDemand Space: Enjoyable Meals Together
Are looking for the best for the whole family
• Emotionally engage with FS brand and see it as a “brand for me and my family”
• Buy FS Mors because it tastes like in the childhood
FS Mors is tasty like in the childhood
IMC BRIEF | MASLENITSA
GET TARGET:
WHO (TARGET INSIGHT)
• Grow awareness • Grow penetration via recruiting VFM switchers• Differentiate FS Mors from Core, Compote & Dobry Mors• Grow value perception
MARKETING OBJECTIVE
Grow F.Sad Mors Sales and market share
BUSINESS OBJECTIVE
Connect sub brand with traditional celebration 'Maslenitsa' & build Taste Appeal in a specific Mors way (bright aroma + forest berries + light sourness). Drive goes well with food; naturalness, taste appeal
COMMUNICATION OBJECTIVE
Recruiting new buyers
WITHIN:
• Penetration & consumption frequency decline• Undervalued perception
PROBLEM TO SOLVE:
KEY MESSAGE: «ВКУСНО, КАК В ДЕТСТВЕ»
HERO PRODUCT:
FS Mors 0.95
TO (REFRAMED DESIRED BELIEF OR BEHAVIOR):
BY (BRAND BIG IDEA):
Family Devotees: Adults with established families (30-40y.o.) with kids (6-14 yo), for whom family well-being and happiness is the core valueDemand Space: Enjoyable Meals Together
Are looking for the best for the whole family
• Emotionally engage with FS brand and see it as a “brand for me and my family”
• Buy FS because it’s very tasty, natural juice, worth more than it costs
FS inspires families for innocent moments of family joy
IMC BRIEF | ALWAYS ON
GET TARGET:
WHO (TARGET INSIGHT)Get ‘Family Devotees’ to Increase F.Sad consumption in their ‘Enjoyable Meals Together’ occasions instead of choosing Dobryà Win battle beyond price
MARKETING OBJECTIVE
1. Grow F.Sad Sales and market share 2. Increase RMS vs Dobry
BUSINESS OBJECTIVE
Continue proving emotional (innocent moments of family joy) & rational (the tastiest juice on VFM market) benefits via KPIs:• “Brings joy” • “Naturalness” & “healthiness” (but not sport & healthy lifestyle)• Salience into Enjoyable Meals Together• Has great taste
COMMUNICATION OBJECTIVE
Retaining current buyers and recruiting switchers.WITHIN:
Dobry is currently a default choice for consumers… How to become so relevant and distinctive that we are considered every time Family Devotees are choosing juice for family meals
PROBLEM TO SOLVE:
KEY MESSAGE: «ФРУКТОВЫЙ САД – ЕСТЕСТВЕННЫЙ ИСТОЧНИК ПРОСТЫХ РАДОСТЕЙ»
HERO PRODUCT:
Core 0,2, 0,3 & 0,95 Apple, Peach, Multifruit, Tomato, Orange;Mors & Compote 0,95 all SKUs
• REVIEW&ANALYSIS• FSDigitalapproachreview• ReviewcompetitorsstrategyinDigital(Juices:CCHbrands,Sady Pridonia +
anyfamilyorientedfoodFMCG)• STRATEGICVISION
• Proposebranddigitalecosystemdevelopmentstrategy(SMM,site,organicsearch,etc)
• DIGITALSUPPORTPLANBASEDONBRANDCALENDAR:
• AdjustTasteAdvantage2.0keymessagetodigital,proposeactivationplan[mainbet]
• Propose ideastoactivatespecialoccasions(Maslenitsa)• CALCULATECEwithinavailablebudget• SETKPIsforeachpillar(Ecosystem,Tasteadvantage,Maslenitsa)
TASKS&DELIVERABLES
TIMING:• 21Sept– briefing• 3Oct– 1stpresentation• 26Oct–approachconfirmation/agencyselection
BUDGET:
• 15MM
DELIVERABLES
• EcosystembasedoncurrentFSactivities&competitorsreview
• Creativematerialsexamplesforeachpillar
• TasteAdvantageactivationproposal
• Maslenitsaactivationproposal
• Teamstructure
• СE
• KPIs
• Preliminarytimingofexecution
BACKUP
ASSETS
ЗаголовокОригинальныйлеттеринг
Подзаголовок/call-to-actionстилизованныйшрифтPanforteProБесплатныйвариантPTSansDemi
ОсновнойтекстСовременныйгротеск.Например,PTSans
Forwhitebackground Forgreenbackground
LOGO
FONT
‘LIKEDBYKIDS,TRUSTEDBYMOMS’ ‘INSPIRESINNOCENTFAMILY JOY’
Functionalproposition Emotionalproposition
2differentbenefitsinoppositeemotionalterritories(enjoymentvs.security) 1focusedend-benefittargetedonparentsasdecisionmakersofjuicepurchase(innocentjoy)
Childish=merry,fun,lighthearted(ownedequity) WestaytruetoFSdistinctivechildishbrandcharacter&keepthebestofit,butgetmorewholesome/lessplasticfeel(nothecticfun,butinnocentfun)
Nolinkwithconcreteproductbenefits ‘Pure/natural’productperceptionasahaloofemotionalinnocence
Localprovenance ishardlyownableforFSwithitscurrentequity(Dobriy isalreadythere)
Localprovenanceevolvedintolocalrelevancevia“likefromyourgarden”
“Kidsinfruitcostumes”arethekeyvisualcue Opportunity tostrengthenbrandidentityviageographicalname(‘Sad’)and‘Tree’logo
36PepsiCo Confidential
F.SAD OLDVSNEW
DOBRY:GROWINGKINDNESS NewF.Sad:INSPIRINGINNOCENTJOY
EMOTIONALNEED Promotinguniversalhumanvalue Wefocusonpersonalfamily,whichensuresemotionalinvolvement
TONALITY Caring,secure,warm(passive) Dynamic,playful,
CONSUMERBENEFIT Leadingasocialmovement Weaimtodeliverpersonalemotionalbenefit
TASTY Claimed,butnotsupportedwithRTB
Deliveredasatake-outvia‘likefromyourgarden’&‘childlikeenjoymentofbrightfruittastes’
LOCALPROVENANCE ‘FromparticularregionsofRussia’ ‘Likefromyourgarden’à closertoconsumer/clearend-benefit
NATURAL/PURE Notsupported ‘Pure/natural’productperceptionasahaloofemotionalinnocence
37PepsiCo Confidential
F.SAD NEWVSDOBRY
F.SADBRANDCHARACTERKEYFEATURES
Juices100% juice part
11 SKUs
Nectars30%-99% juice part
23 SKUs
Juice drinks10-29% juice part
7 SKUs
Mors(made only from berries)
6 SKU
Traditional Block
FSFAMILYPORTFOLIOSTRUCTURE |47SKU
0.95L
1.93L
0.485LPET 0.3L
0.2L
1.45L
39