werther's 2
TRANSCRIPT
In Between Life
The SituationWorking to “own caramel” - Gary Parker - V.P. of Sales Storck USA
✤ Caramel is enjoying new found fame!
✤ Werther’s is positioned to reach a broader audience and ensconce loyal consumers
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Werther’s Target Audience
Decision Maker / Spending Power✤ Women represent 65% of global
spending and 80% of US spending or $5 Trillion (50% GDP)
✤ Women account for 85% of consumer purchases
✤ 75% are the primary household purchaser Women 35 - 55 Source: Marketing To Women, Beyond Pink.
Mothers Know Best!
✤ Mothers represent a $2.4 trillion market
✤ Mention brands 73 times per week compared to men
✤ 22% ask other mothers for purchase advice
✤ 63% consider other mothers as experts
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✤ 31% of moms admit to lingering longer in the shower, while running errands, and during their commute to get a bit more “alone time” during the day
✤ 50% of women say they are pressured for time
✤ Be relevant to busy moms
✤ Be a conversation starter
✤ Be their first choice when they need a break
Struggling to find time to renewJuggling life, career and all that they do...
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Introducing
In Between Life, “There’s Werther’s”
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The KMK Solution
KMK drives brand consideration, evaluation, and heightens purchase intent✤ In the Decision Journey KMK delivers:
✤ Brand Education - Conveys new information to change the considerationset and preferences
✤ Brand Refocus - Brings back consumers with history of forming preferences forothers
✤ Consumer Action - Facilitates and inspires consumers to take action
Aware
Buy
Consider
EvaluateExperience
Advocate
Spark Evaluati
on
Discover Competit
or(s)
Orignal Brand
Refocus
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The KMK Solution
Visited the brand's websiteWatched a video
Looked up the brand on a portable deviceDid research later on Sampled the product
Told somebody about the brandClicked on the ad
Purchased the brand
0% 13% 25% 38% 50%
10%20%
27%31%31%
39%41%
43%
Source: KMK Impact Studies.
KMK Activates Consumers: ✤ Instantaneous Research ✤ Sampling ✤ Word of Mouth
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The KMK Solution
An ad during a TV showAn online ad
An ad in a newspaper or magazineWord of mouth (e.g. friends or family)
The brand's websiteBrand’s Facebook or Twitter feed
You know someone who owns this brandAn category website other than the brand's website
An email from the brandA news story
An ad on an airplane during the in-flight entertainmentYou already to buy this brand
Other
0% 13% 25% 38% 50%1%
3%7%8%
8%15%15%15%
18%21%
22%29%
44%
KMK is an Important Part of Your Media Mix✤ Less than 50% of consumers saw the brands' ad:
✤ On TV✤ Online✤ Newspaper ✤ Social site
Source: KMK Impact Studies. 9
Source: KMK Impact Studies.
✤ 56% of women advocate for brands because they have had a great experience
✤ 62% of women have a scanning app on their phone
✤ 71% would scan a QR code to save less than $5
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The KMK Solution
Interactive Banner
Strong call to action with Interactive Banner Ad
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Branded Destination
Branded Destination delivers an immersive experience
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Recommendation: Support “There's Werther's” with a social media
Ask women to share their "There's Werther's moments"
✤ Tweets your experiences
✤ Upload user generated video
✤ FaceBook page especially for this
✤ Engage their kids too. It a great treat to share, under 70 calories for 3 pieces
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