jay turner portfolio - consulting

Brand Marke*ng Consul*ng

New Product Packaging

Automo*ve A/C Repair Product

Consumer Needs Assessment

COLD

EASY

PROFESSIONAL

CONFIDENCE

•  Address and communicate consumer needs via different packaging elements: –  Brand Name, Descriptor, Logo, Icon, Font, Copy, Layout, etc

Current Packaging: Heavy on COLD

Cold

Cold

Cold

Cold Cold

Cold

Cold

Cold

•  New packaging needs a beKer mix of consumer needs communica*on

Theme #1: “Cold & Professional”

Look/Feel

•  Brand Name: A/C Pro

•  Alt Brand Name: Master Blaster •  Logo: Cold Cues

•  Colors:

•  Icon: DIY Professional

•  Copy: –  R-‐134a Refrigerant –  Professional A/C refrigerant you can

quickly and easily use yourself

–  3 bullets (La*n)

•  Layout: Clean, professional

Theme #2: “Cold & Easy”

Look/Feel

•  Brand Name: Flash Freeze

•  Alt Brand Name: No Sweat •  Colors:

•  Logo: “Cold & Easy”

•  Icons: Canister + Hose + Gauge

•  Copy: –  R-‐134a Refrigerant –  All-‐in-‐One Kit. Easy to use! –  Colder Air in 10 Minutes

–  Snowflake/Cross type icons you created –  3 Bullets (La*n)

•  Layout: Clean, simple, approachable

(Soder design approach than theme #1 with grey instead of black secondary color and very simple approachable layout/icons)

Theme #3: “Cold & Confident”

Look/Feel

•  Brand Name: Ice-‐Man

•  Alt Brand Name: TempaSure •  Logo: Cold cues, confident

•  Colors:

•  Icon: Character/Hero –  Ice-‐Man superhero –  Cloud blowing cold air

–  Other character?

•  Copy: –  R-‐134a Refrigerant –  Confidently restore cold air to your A/C. –  Add A/C booster seal/guarantee –  3 bullets (La*n)

•  Layout: Clean, confident lines (Primary color/design is white to communicate cold/snow but different than theme 1 and 2)

Final Product

New Product Marke*ng Plan

Automo*ve A/C Repair Product

Overview

•  Background –  Test market new brand in 6 AutoZone stores –  Garland, TX loca*on –  6 to 10 week *ming –  $50,000 budget

•  Iden*fy 4-‐5 programs, $5-‐10k each •  DRTV has separate budget

•  Objec*ves –  Increase awareness of DIY automo*ve A/C refrigerant category –  Drive traffic and sales of new brand in AutoZone test stores –  “Pay as you go” posi*ve return on investment (ROI) –  Maintain consistent messaging/theme for maximum impact –  Gain key learnings before roll-‐out (i.e. “role before you roll”)

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Target Audience

•  Male

•  Age 18 to 44 years old

•  Lower income, “blue collar”

•  < $30,000 car, 5+ years old •  “Do-‐It-‐Yourself” auto repair

•  Price conscious

•  Southern geography

•  Possible Hispanic skew

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Internal Posi*oning Statement

“For DIY auto repair males 18 to 44 years old, Ar*c Freeze is the easy, cost effec*ve way to restore and maximize your car A/C with

75% savings compared to DIFM auto repair dealers.”

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Outdoor

•  Multiple units on Interstate-30 in Garland •  150,000 cars per day •  $2,000 per unit per month + $1,000 prod/install •  Evaluate Spanish version and local posters near stores •  3 units over 2 months •  Total Program Cost = $9,000

Car A/C not cool enough?

Try ARTIC FREEZE refrigerant, the easy, inexpensive fix.

Find at this exit.

Highway Billboard

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Print

•  “Neighbors – Garland” insertion every Friday •  27,000 readership •  Median age 34, avg income $56,000 •  Mix of full and half page color ads; $1,500 per insertion •  8 to 10 insertions over 2 months •  Total Program Cost = $7,500

Insertion Newspaper

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Direct Mail

•  Target by zip code •  Minimum 5,000 quantity •  Letter/Envelope $0.25 per unit •  Postage $0.35 per unit •  $5 gift card offer w/ purchase; redeemable via mail •  3 drops over 2 months •  Total Program Cost = $9,000

Steve Smith 123 Clove Street Garland, TX 75040

FREE GIFT CARD

OFFER INSIDE

Car A/C not working?

Try ARTIC FREEZE refrigerant, the easy, inexpensive fix.

Gift Card

Letter/Envelope

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Car Flyers

•  1 mall + several nearby strip center parking lots •  15,000 car flyers in 8 hour day •  $0.10 per unit delivered •  $5 gift card offer w/ purchase; redeemable via mail •  5 drops over 2 months •  Total Program Cost = $8,250

Too HOT in your car? A/C not working?

Try ARTIC FREEZE, the easy, inexpensive fix.

FREE GIFT CARD OFFER Flyer

Windshield Applied Gift Card

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Direct Response TV

•  Dallas/Ft Worth DMA, #5 Rank •  Garland/Richardson Zone = 57,530 HH’s •  Garland zip codes: 75040, 75041, 75042, 75043 •  Sales rep indicated low inventory of :60 spots, no 2:00 •  Total Program Cost = $TBD

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Direct Response ROI

Program Quantity Total Costs

Cost Per Piece

Resp. Rate

# Resp.

Cost Per Resp.

Conv. Rate

# Buyers

Cost Per Buyer

Avg Profit Per Sale

Total Profit

ROI

Car Flyer 75,000 $8,250 $0.11 1.0% 750 $11 90% 675 $12 $20 $13,500 64%

DM Letter 15,000 $9,225 $0.62 1.5% 225 $41 90% 203 $46 $20 $4,050 -56%

DRTV 3.0% 90% $20

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Store Merchandising

Wish your Car A/C felt like this?

Try ARTIC FREEZER refrigerant, the easy, inexpensive solution.

Actual Home A/C Unit + Header Card

($250 each store)

Total Program Cost @ 6 stores = $1,500 19

Co-‐Packs

•  $3.00 Koozie & Air Freshener •  $TBD Fulfillment •  8% price reduction equivalent •  Total Cost = $TBD

FREE KOOZIE

Cool A/C and fresh scent for your car.

ARTIC FREEZE

FREE KEY CHAIN

Cool A/C and accessories for your car.

ARTIC FREEZE

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OR

AutoZone Event – “Cool Zone”

DEMO TODAY Fix your car A/C!

Easy, inexpensive!

Total Program Cost @ 1 store = $12,500 21

Demo Person Demo Car Demo Tent

PR/Radio DJ

Promo Person Cool Give-Away

Cool Snack

Crea*ve Concepts

#1 Cool Car,

Cool Savings

Traditional/Basic Message

Differentiated/Edgy Message

#2 Cool Car

In 10 Minutes

#3 Hot Date, Cool Car

#5 Chill

Your Ride

#4 Uh Oh,

Better Get…

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#1: “Cool Car, Cool Savings”

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Car A/C not working well? Too expensive to fix? Ar*c Freeze is the Do-‐It-‐Yourself automo*ve refrigerant that inexpensively restores and maximizes the cool air of your car A/C. Best of all, it only costs $39.99 compared to hundreds of

dollars at auto repair shops. Enjoy a cool ride and cool savings with Ar*c Freeze.

#2: “Cool Car in 10 Minutes”

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Car A/C not working well? Think it’s too difficult to repair? Ar*c Freeze is the Do-‐It-‐Yourself automo*ve refrigerant that restores

and maximizes the cool temperature of your car A/C. It comes with a reusable dispenser; no tools are required. In just 10 minutes, Ar*c Freeze with ultra synthe*c A/C booster produces

up to 18% colder air.

#3: “Hot Date, Cool Car”

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Tired of hearing your girl complain about the car A/C? Ar*c Freeze is the Do-‐It-‐Yourself automo*ve A/C refrigerant that

restores and maximizes the cool temperature of your car A/C. Within minutes, Ar*c Freeze can keep you and your hot date

cool this summer.

#4: “Uh Oh, BeKer Get Ar*c Freeze”

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Car A/C not working well? Embarrassed to invite others for a ride? Ar*c Freeze is the Do-‐It-‐Yourself automo*ve A/C refrigerant that restores and

maximizes the cool temperature of your car A/C. Best of all, it only costs $39.99 compared to hundreds of dollars at auto repair shops. Don’t let

warm air deter others from a cool ride in your car.

#5: “Chill Your Ride”

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Car A/C bringing you down? Time to chill your ride. Ar*c Freeze is the Do-‐It-‐Yourself automo*ve A/C refrigerant that restores

and maximizes the cool temperature of your car. With a unique dispenser, Ar*c Freeze fixes the problem in 10 minutes. Lean back,

crank up the A/C, and enjoy your sweet ride again.

Inspira*on

Die Hard Battery + Reggie Watts = “Cool” Factor

http://www.youtube.com/watch?v=UUNg9LYqUwQ

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Branding

Personal Health Monitors

Brand Architecture Spectrum

Corporate Dominant Brand Dominant Corporate & Brand Mixed

Corporate Brand Dual Brand Endorsed Brand Co-Brand Single Brand

Brand Architecture •  Corporate Brand (aka Master Brand)

–  Defini*on •  Corporate Brand + Generic Sub-‐Brands

–  Examples •  BMW automobiles, BMW motorcycles, BMW racing •  Chase finance, Chase mortgage, Chase brokerage •  Phillips tvs, Phillips stereos, Phillips light bulbs, Phillips shavers

–  PROS •  Strong corporate brand for well-‐defined business

–  Chase is in the financial service business –  BMW is in the engine business –  Phillips is in the “sense and simplicity” products business

•  Flexible/broad in offerings and markets •  Least expensive and most singular message of brand architecture

–  CONS •  Requires large corporate brand campaign to work •  No targe*ng/segmen*ng using specific sub-‐brands

Master Brand Case Study – Method •  Brand Promise

– “Eco-‐friendly, high-‐design”, “a cleaner clean” – Target consumer cleaning products market

method home cleaning

method detergents

method hand soaps

Brand Architecture

•  Dual Brand – Defini*on

•  Corporate Brand + Sub Brand –  Examples

•  Microsod Windows, Microsod Office, Microsod Explorer •  Ford Taurus, Ford Mustang, Ford F-‐150 •  Philips Sonicare, Philips Norelco, Philips Avent

–  PROS •  BeKer targe*ng/segmen*ng of the market

–  CONS •  Requires dual level of branding ac*vi*es •  Corporate brand at risk if problems with sub-‐brands

Dual Brand Case Study – Dyson •  Brand Promise

– “Always different. Always beKer.” –  James Dyson, founder, innovator

Dyson Air Blade Fan

Dyson Air Multiplier Hand Dryer

Dyson Ball Vacuum

Brand Architecture

•  Endorsed Brand – Defini*on

•  Sub-‐Brand + endorsement or hint of Corporate Brand

–  Examples •  Courtyard by MarrioK, ExecuStay by MarrioK •  McMuffin (by McDonalds), Nestea (by Nestle)

–  PROS •  BeKer targe*ng/segmen*ng of the market •  Endorsement by well established corporate brand

–  CONS •  Need a well established corporate brand •  Less interest from those that dislike corporate brand

Brand Architecture

•  Co-‐Brand – Defini*on

•  Single Brand + Single Brand –  Examples

•  Pop Tarts with Smuckers, Coke with Nutrasweet •  Phillips Norelco + Nivea Skin Care

–  PROS •  Raises perceived quality of each brand •  Raises brand exposure in new/different product class

–  CONS •  May confuse or alienate some customers •  May dilute either brand equity

Brand Architecture

•  Single Brand (aka House of Brands) – Defini*on

•  Single Brand + no use of Corporate Brand or Dual Brand –  Examples

•  Tide, Huggies, Crest (all from Procter & Gamble) –  PROS

•  Strong, single, separate brand that can be very targeted •  No baggage of corporate brand

–  CONS •  No benefit of corporate brand •  Significant *me, resources, and money to build each brand •  Most expensive and fragmented message of brand architecture

Poten*al Naming Ideas •  Corporate Brand

–  Func*onal •  Monitor This •  Dashboard

–  Invented •  N/A

–  Experien*al •  Health Pilot •  Life Scout

–  Evoca*ve (look ader, monitor, protect) •  Mother •  Angel •  Body Guard •  Nanny •  Lighthouse •  Beacon

Brand Name

•  Why is a brand name important? – Differen*ates from compe**on

– Makes emo*onal connec*on with target audience –  Ignites passion for customers toward the brand – Requires less adver*sing; they are adver*sements!

Naming Type Spectrum

Less Differentiated & Memorable Most Differentiated & Memorable

Functional Invented Experiential Evocative

Note: -  3 or less syllable names are more effective -  Consumers naturally shorten brands to 3 syllables

Ex: International Business Machines = IBM Ex: Trans World Airlines = TWA

Naming Types •  Func*onal

– The lowest common denominator of names – Usually named ader a person – Purely descrip*ve of what company or product does – Pre or suffixed reference to func*onality – Very difficult to trademark; usually taken – Examples

•  Infoseek, Digital Equipment, Trans World Airlines

Naming Types

•  Invented –  Invented as in a made-‐up name or non-‐English name –  Examples

•  TiVO, Jeep, Snapple

Naming Types

•  Experien*al – A direct connec*on to something real –  Part of direct human experience, emo*onal –  Examples:

•  Explorer, United, Gateway

Naming Types

•  Evoca*ve – Designed to evoke the posi*oning of a company or product –  Evokes memories, stories, and many levels of associa*on

•  Can be posi*ve or nega*ve –  Examples

•  Yahoo!, Virgin, Apple

Compe**ve Naming Op*ons •  Heart Rate Monitors (mostly all watches)

Func%onal Invented Experien%al Evoca%ve Ra%ng

Reco: Running Mate A

Bowflex Impulse Polar B

Impact Sports Cardio Sport Timex C

Sensor Dynamics Omron D

Garmin Suunto EKHO

MIO F

Poten*al Naming Ideas •  Single Brand – Health & Fitness

–  Func*onal •  Fitness Friend


–  Experien*al •  In Shape •  Feelin’ Good

–  Evoca*ve •  Green Light •  Body Guard •  Running Mate

Compe**ve Naming Analysis •  Drug Tests

Func%onal Invented Experien%al Evoca%ve Ra%ng

A

Reco: DOPE Detect B

First Check C

Drug Confirm D

At Home Hair Confirm F

Poten*al Naming Ideas •  Single Brand – Drug Tests

–  Func*onal •  DOPE detect •  Drug Buster


–  Experien*al •  Narco Polo

–  Evoca*ve •  Narc •  Red Flag •  Watch Dog

Category Brand Name Color Scheme Target/Posi%oning

Alcohol BAC track 21-‐40 Male/Female

Male skew? “Social, But Responsible”

Substance DOPE detect Parents/Police/Hospitals “Reliable check for DOPE”

Health

Doctor’s Choice -‐  cholesterol

-‐  blood pressure -‐  thermometer

40+ Male/Female Ethnic skew?

“Health check at home”

Fitness Running Mate

-‐  heart rate watch -‐  pedometer

All Ages “Recrea*onal Fitness Check”

Brand Architecture

Global Brand Relaunch Presenta*on

Diabetes Monitoring Systems

Several large, global brands competing for market share

Highly Competitive Environment

Multiple brands, sub-brands, and skus spread across 92 countries

Complicated ADC Portfolio

Marketing / sales efforts split across multiple brands

% Awareness US WEC Brazil China

FreeStyle 76% 37% 57%

Optium 15% 31% 32% 42%

Precision 36% 23%

One-Touch/ J&J

96% 70% 61% 45%

Accu-Chek/ Roche

92% 81% 70% 43%

Bayer 60% 32% 38% 63%

Lower ADC Brand Awareness

Packaging design / color not as impactful on shelf

ADC Packaging Doesn’t Stand Out

New FreeStyle Masterbrand

•  Research indicated FreeStyle has highest brand equity globally •  Winning concept was FreeStyle with monarch butterfly

Frequent Testers

High Insulin Use

Compliant with HCPs See Diabetes Specialist

Seek Innovation Low Feelings of Guilt

Seek Improvement

•  FreeStyle will focus on Proactive Lifestyle Managers

Psychographic Consumer Profile

The place the brand occupies in the mind of the patient or health care professional, relative to competition.

Different than a tagline or advertising copy, positioning is the way we want people to perceive, think, and feel about a brand.

What is Brand Positioning?

“Empowerment” “Empowerment” “Empowerment”

•  Each competitor promises the same emotional benefit

Competitor Brand Positioning

“Iʼm making progress”"For:

ADC is:

that:

through:

Those taking a proactive approach to managing their diabetes

the diabetes management partner

enables you to make progress

• Products and services that enable active participation •  Insights that improve patient expertise • Personalized human to human support that makes a difference

FreeStyle Brand Positioning

Through research, patients positively depicted “progress”

Technology Optimistic

Renewal Individual & Community Growth

Exciting

FreeStyle “Progress” Positioning

FreeStyle has a brand character or “voice” that exemplifies:

New FreeStyle Brand Character

The dominant and primary brand that provides an “umbrella” for a line of products or services.

Masterbrand

Product/ Service 1

Product/ Service 2

Product/ Service 3

Product/ Service 4

What is a Masterbrand?

•  Masterbrand with color-coded technology platforms

•  Masterbrand with product category sub-brands

Masterbrand Examples

1) Establishes one brand, one voice, one global brand identity

4) Sustainable over time

3) Builds trust and assurance

2) Generates marketing economies of scale

Benefits of Masterbrand

ADC Masterbrand Starting Point

Market research evaluated multiple logos


•  Research indicated FreeStyle has highest brand equity globally •  Winning concept was FreeStyle with monarch butterfly


FreeStyle is the dominant and primary brand that provides an “umbrella” for a line of products


3) FreeStyle becomes more prominent in communications

Raise awareness, trial and preference for our products

4) FreeStyle Brand = Name + Butterfly + yellow color

1) FreeStyle is the face of ADC going forward globally

2) All collateral will show FreeStyle Masterbrand


•  FreeStyle masterbrand through consistent architecture

•  New packaging significantly preferred to current

•  Key packaging innovations

Package Design Takeaways

Qualitative research evaluated multiple packaging designs

New Packaging Design

Winning design represents significant change over existing

Existing Winning Design


Consistent brand architecture across portfolio

Technology Color Bar

Prominent Butterfly in Flight

Most Relevant Benefits

No Coding Claim

Abbott Symbol

Abbott Brand Signature

Product Descriptor

Prominent FreeStyle Masterbrand

Product Visual

Equity Yellow


FreeStyle color-coded bars enhance customer experience


Current design / color not as impactful on shelf

Current Packaging on Shelf

Increases shelf impact and shopability across sub-brands

New Packaging on Shelf

Users preferred new packaging across key measures

US Current US New UK Current UK New

Appeal 62% 73% 56% 65%

Uniqueness 21% 47% 14% 39%

Readability 57% 82% 43% 62%

= Significantly higher at the 95% confidence level

New Packaging Research

“Dump and Discard” has been the rule for the category

1. Contents Dumped from Box 2. Paper Discarded in Trash

Current Packaging Issue

Removable Top Piece

New 2-piece packaging design provides organization & education

Bottom Piece 2-Piece Packaging

New Packaging Structure

CDEs responded favorably to new packaging structure

“It’s the first one I’ve seen like this. It’s really different.”

“It’s simple… it gives you easy, quick access to all the devices which are inside.”

“I like the way it’s laid out. The things aren’t just thrown in there, like they usually are. I like the way it’s organized.”

New Packaging Research

Qualitative research evaluated multiple campaigns

New Brand Transition Campaign

Before: Cocoon Stage

Now: Butterfly Stage

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