l'angelica market strategy
TRANSCRIPT
BITRADE, d.o.o. / Breznikova ulica 26 / 1230 Domžale / Slovenija / T: +386 1 72 48 663 / F: +386 1 72 10 128
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A BIG STORYcontinues...
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REVISIOn
of communication
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BITRADE, d.o.o. / Breznikova ulica 26 / 1230 Domžale / Slovenija / T: +386 1 72 48 663 / F: +386 1 72 10 128
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POWERFUL marketing campaign
“L’Angelica - superior product at an affordable price.”
Revision of communication
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BITRADE, d.o.o. / Breznikova ulica 26 / 1230 Domžale / Slovenija / T: +386 1 72 48 663 / F: +386 1 72 10 128
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Revision of communication | Results
In the second part of the
winter ATL communication,
we introduced the product
advertising from the group of
oral hygiene and body care.
Uniform,
consistent visual
and audio image
Strong L’Angelica brand
awareness
advertisingL’AnGELIcA
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erbySOOO
BITRADE, d.o.o. / Breznikova ulica 26 / 1230 Domžale / Slovenija / T: +386 1 72 48 663 / F: +386 1 72 10 128
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Revision of communication | Results
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customers have recognised the new
collection of products based on herbs
completely adopted the slogan Sooo
Herby
identified the source of brand
- Institute L’Angelica
they are less aware of individual products
within the brand
L’AngelicaI
erbySOOO
BITRADE, d.o.o. / Breznikova ulica 26 / 1230 Domžale / Slovenija / T: +386 1 72 48 663 / F: +386 1 72 10 128
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Revision of communication | What have we done?
Television commercials: 17 sec, 12 sec - 2 versions (brand and oral hygiene, brand and body care), 7 sec - 2 versions (Product: toothpaste, shampoos and gels)
Jumbos – 2 versions – extended and classic
Print ads: different content and formats, ready for the printed version of the media and trade publications - 20 versions
Printed material: brochure, leaflet, flyer with a sample
Radio ads: product12 seconds - 2 versions
Banners: different
dimensions, 5 versions
Equipment of points of sale: promotional counter, stand, t-shirts for promoters and vendors, labels, signs, voblers, penguins.
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BITRADE, d.o.o. / Breznikova ulica 26 / 1230 Domžale / Slovenija / T: +386 1 72 48 663 / F: +386 1 72 10 128
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Revision of communication | POWER | challenges
We constantly monitor the market data, the perception of the brand and the competition. We are aware of the potential risks and adopt measures:
The brand was in the perception of customers and traders successfully diferentiated in relation to other providers. With advertising, we want to raise awareness about the width of the brand and keep this differentiation.
The users are still not aware of the width of the entire
L’Angelica assortment: In the following market communication
campaigns, it will increase awareness of other product
groups, especially body care, dietary supplements and later
functional teas.
In the market, the competition appears in our
segment.
cHALLEnGES
This confirms the excellence and thrust
of our strategy with the introduction of a
new category of herbal products, while at
the same time reminds us that additional
investment to L’Angelica is necessary to
maintain its leading position outlined in
this class.
MOČzelišČ
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Dealers remove products with lower sales from the shelves:
There is a crucial period before us when we need to maintain
an intensive marketing communications to make
L’Angelica a strong brand in its several segments.
BITRADE, d.o.o. / Breznikova ulica 26 / 1230 Domžale / Slovenija / T: +386 1 72 48 663 / F: +386 1 72 10 128
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An aggressive competition in our segment appeared in the market: This confirms the excellence and thrust of our strategy with the introduction of a new category of herbal products, while at the same time reminds us that additional investment is necessary in order for L’Angelica to maintain its leading position in its segment.
LE PETIT MARSEILLAISE
Productsstarted advertising their brand as herbal products in March. They
are present with a very wide range of products.
They are advertising a 50% discount on the purchase of
products.
AGRESSIVEcompetition
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MAIn
FUTUREgoal
So far, we have managed to provide the traders with many L’Angelica products.
Now, our goal is to keep the products on the shelves and sell them!
If there is no satisfactory sale, the
seller reserves the right to exclude the
product.
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!
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Printed material
L’Angelica girls
Radio
Tv
Wheelbarrow with penguins
Digital Planned
Spring
Questions and answers
Content marketing
Expert www
L’Angelica herbal gardens
2014AcTIVITIES
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samokolnice s pingvininAjBOLjšE
Activities | Spring 2014
Narava ponuja le
With spring, the conditions for the growth of plants are perfect. We want to address the visitors of stores at all levels, including through attractive real herbs that they can touch, smell and admire.
TIMELINE: June 2014
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promo L’Angelica girls
OFFER cOR-REcT AnSWERS
Activities | Spring 2014
Let the first impression
L’Angelica girls are walking through larger cities and shopping centres where they with their appearance and equipment - a wheelbarrow full of herbs - rise attention and enthusi-asm.
TIMELINE: April and May 2014
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Mozirje and Arbore-tum Volčji potok
HERB GARDEnS
Activities | Spring 2014
Plant, grow, enjoy
It is a subtle way of building brand reputation and visibility. With its presence in such a natural environment, it further underscores the mission of the L’Angelica brand, the credibility of its ingredients and the entire origin.
TIMELINE: April and May 2014
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printed materialREADERS
Activities | Spring 2014
Women are not only gatherers, they are also
The carrying idea talks about an independent attachment to the magazine. The printed copies could have been great-er, so it can be used as a separate attachment as an attrac-tive material that would otherwise be communicated and sold in a different way - educational, relaxed and effortless.
TIMELINE: May and June 2014
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TV ADVERTISInG
Activities | Spring 2014
The brand develops and grows over
In the spring part of the TV adver-tising, we address all the population during their preparation and plan-ning of leave. At that time, the grow-ing demand for such products, body care and hygiene (creams, shampoos, gels, toothpaste, etc.).
TIMELINE: From June 15, 2014, forward
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advertisingFB
Let us be in trend and become trendy
We must define the protokol of the com-munication strategy on FB.
TIMELINE: The entire year.
Activities | Spring 2014
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Activities | Spring 2014
HEAR ABOUT YOULet everyone
In June, we will switch from the general to product ads and communicate individual products, which are used primarily in the summer, during the holi-days: oral hygiene, body care, dietary supplements.
TIMELINE: June 2014
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advertisingDIGITAL
Strategic web appear-ance
We are advertising on the most visited websites by price per click. We are using dynamic ban-ners and video ads. We are advertising on FB. The effectiveness of advertising is checked reg-ularly.
TIMELINE: April 2014
Activities | Spring 2014
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How can Coswell sup-port us with content?
FB plug-in
Android application
E-newsletter
Content is the King – advice and content
On the Slovenian L`Angelica site, we would like to implement a plug-in FB comment, through which we would establish Ques-tions-Answers.
Is it possible to translate it into the Slovenian lan-guage?
What support can we get here?
www.nutraceuticanews.org
Activities | Spring 2014
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Activities | Autumn 2014
VIcTORIOUSLet the first impression be
We will perform the packages of shampoos and shower gels “3 for the price of 2” and thus allow the consumer who searches for a product to obtain two products and thus a positive experience with the L’Angelica trademark.
TIMELINE: September and November 2014
point of sale
Prva
zeliščna
pomoč“
“
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Activities | Autumn 2014
LEKARnEAdditional sales channels
We want to penetrate the pharmacies with special advertising - a pot plant with herbs with one of the products that will be sold in pharmacies - di-etary supplements, functional teas.
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BIO/EKO UMBERTONewsubculture Foundation
The Skupaj za zdravje človeka in narave Magazine has become a “bi-ble” in the Slovenian area for all who are looking for natural, purified and verified information.
PR articles and advertisements
TIMELINE: September and October 2014
NEW CONSUMERS - printed material
Activities | Spring 2014
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FESTIVETV advertising before winter
We are rotating 12-second product ads (the emphasis on dietary supplements, functional teas and festive gift pack-ages).
TIMELINE: October/November 2014
time
Activities | Autumn 2014
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THE HERB-AL VOIcE
Let the herbal be heard
Due to the increasing complexity of advertising of products with the selected radio stations, we are par-ticipating in the demonstrational radio interviews that achieve excellent performance on the more serious ra-dio programs.
TIMELINE: October 2014
radio
Activities | Autumn 2014
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cURREnTinvestment
Surveys, strategy, creative solutions, design, production, atl, btl:
Media costs
Distribution costs, equipment of points of sales, promoters
52,900
89,000
119,209
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TVSummaryadvertising
Success rate
GRP
GRP
more1184
zears
1662
25-65 92%
REAcH
plA
nn
Ed
REA
lIZE
d The campaign has realised 25% of all GRPs, which is an
extremely large share for such powerful
categories.
years
In the groups of
oral cosmetics
and skin care
25%
40%
BITRADE, d.o.o. / Breznikova ulica 26 / 1230 Domžale / Slovenija / T: +386 1 72 48 663 / F: +386 1 72 10 128BITRADE
Bruto vrednost 1.964.811GRP 6525
Eq. GRP 4119
Osnovni podatki Trajanje (v sek) 30.858
Št. oglasov 8.893Bruto CPP 425
Izdelčna skupina Bruto 30" CPP 301
Dnevni termin (do 18:00) 1510
GRP po časovnih pasovih Osrednji termin (18:00 - 23:00) 4358
Nočni termin po 23:00) 660Doseg 1+ 98%Doseg 3+ 95%
Doseg in OTS Doseg 5+ 94%
OTS 66,8Bruto vrednost 208.025
Oglaševalsko okolje Delež (Share Of Spends) 11%
GRP 1661Delež (Share Of Voice) 25%
Osnovni podatki Eq. GRP 606
Trajanje (v sek) 25.132Št. oglasov 2.248Bruto CPP 353
Oglaševalska akcija Bruto 30" CPP 125
Dnevni termin (do 18:00) 662
GRP po časovnih pasovih Osrednji termin (18:00 - 23:00) 866
Nočni termin (po 23:00) 1331., 2., predzadnja, zadnja v bloku 578
GRP po pozicijah ostele pozicije v bloku 1083
% posebnih pozicij 35%Doseg 1+ 92%
Doseg in OTS Doseg 3+ 38%
Doseg 5+ 75%OTS 18,0
Naročnik Bitrade Ciljna skupina Vsi 25-65
Oglaševalska akcija L'Angelica Velikost 1.181.630
Obdobje 23.1.-16.3.2014 Izdelčna skupina Ustna kozmetika & nega kože
Oglas(i) 12 sek & 7 sek
Post-aNaLiza tv ogLaševaNja
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Oglaševalska akcija -
Načrtovano : Doseženo
TV Slovenija Načrtovani GRP 726,8 PLANET TV Načrtovani GRP 213Doseženi GRP 1169 Doseženi GRP 226
Indeks 161 Indeks 106Doseg 1+ 81% Doseg 1+ 56%
Bruto vrednost 54.989 Bruto vrednost 70.580Neto vrednost 35.090 Neto vrednost 6.349
Prihranek (dodana vrednost) 19.899 Prihranek (dodana vrednost) 64.231Eq. GRP 426 Eq. GRP 77Neto CPP 30 Neto CPP 28
Neto 30"CPP 82 Neto 30"CPP 82
COMEDIA (KABELSKE POSTAJE)
Načrtovani GRP 83 FoX MREŽA Načrtovani GRP 77Doseženi GRP 84 Doseženi GRP 91
Indeks 102 Indeks 119Doseg 1+ 23% Doseg 1+ 23%
Bruto vrednost 10.487 Bruto vrednost 16.312Neto vrednost 2.464 Neto vrednost 2.374
Prihranek (dodana vrednost) 8.023 Prihranek (dodana vrednost) 13.938Eq. GRP 31 Eq. GRP 37Neto CPP 29 Neto CPP 26
Neto 30"CPP 80 Neto 30"CPP 65
TV3 Medias Načrtovani GRP 82 Skupaj Načrtovani GRP 1182Doseženi GRP 91 Realizirani GRP 1661
Indeks 110 Indeks 141Doseg 1+ 37% Doseg 92%
Bruto vrednost 55.657 Bruto vrednost 208.025Neto vrednost 2.464 Neto vrednost 48.741
Prihranek (dodana vrednost) 53.193 Prihranek (dodana vrednost) 159.284Eq. GRP 35 Eq GRP 606Neto CPP 27 Neto CPP 29
Neto 30"CPP 70 Neto 30"CPP 80Neto 30"CPT 7
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Media channel for communication
March April May June July August September October November December1.- 15. 16.-28. 1.- 15. 16.-31. 1.- 15. 16.-30. 1.- 15. 16.-31. 1.- 15. 16.-31. 1.- 15. 16.-28. 1.- 15. 16.-31. 1.- 15. 16.-30. 1.- 15. 16.-31. 1.- 15. 16.-31.
Wheelbarrows
L’Angelica promo girls
Herb gardens (Mozirje, Arboretum Volčji potok)
Press and publications
TV advertising
FB communication
Radio
Digital advertising
Facing on the merchandising spot
Print media - Za zdravje in z naravo (Sanja Lončar)
Public Relations for Foundation Umberto Veronesi
2014Timeline L`angelica Communication plan for
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Together, we will create a great
SALES SUccESS!
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