Insight Innovation Exchange LatAm 2013HOW PEPSICO REDEFINED RESEARCH Ana Alvarez (PepsiCo) Larissa Moreira (MESH Planning)...
PepsiCo in Latin America                           PepsiCo Brazil Beverages                            PepsiCo Brazil Food...
A structure that Brazil deserves     • AmBev´s partnership since 1994         12 thousands employees       •+ of 1 million...
Performance with Purpouse•Encourage people to   •Protect the Earths   •Investing in our people have a healthier.      natu...
Consumer & Insight Vision         To be an essential catalyst for            transformational growth                      ...
TO CHALLENGE THE STATUS QUO                              6
Redefine Research in Latam Process & Inspiration                           Partners• Motivation the insight team to   •   ...
PepsiCo Business Issue 1:      PepsiCo Business Issue 2:     PepsiCo Business Issue 3: How to evaluate the            How ...
1                                   A brief introduction to how                              Real-time Experience Tracking...
Mexico Gatorade Mexico Launch  Sports drinks                                         Sports nutrition  Research Challenge:...
Gatorade dominated theexperiential touchpoints  Touchpoint Share                                     Our client         Br...
These were the most persuasive                                 Touchpoint Experience Map                         80%      ...
And impacted on most importantbrand metrics                                       Impacted through experiential   Impacted...
Recommended…Spend more on…                          Spend less on…                        Experiential                    ...
What happened next? Money switched from TV to experiential touchpoints…      90                                      88   ...
A similar study in Brazil Mexico Launch          www.meshplanning.com   16
Business questions:How has the Win From Within campaign performed?  The real-time data demonstrates an extremely   impress...
Business questionsWhat is the value of sponsorship?  Gatorade is strongly linked to ‘sport’ in general and outperforms all...
Recommendation  Spend less on/Limit                        Keep investing in …   Spend more on …  spend on…     Non-Soccer...
2                                       Guatemala Pepsi study PepsiCo Business Issue2: How to evaluate the   effect of tra...
Pepsi traditional trade store experiencesare behind a key competitor but improvewhen the activation kicks in              ...
Overall, In store activation has drivenbrand affinity measure directly        Relative areas of impact of in store activat...
Ads featured around the fridge insidethe store are the most persuasive                                          Traditiona...
3The Sustainable Research eco-system                PepsiCo Customer              Network CommunityPepsiCo Business Issue ...
Final words              25
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How PepsiCo Redefined Research by Ana Alvarez of PepsiCo and Larissa Moreira of MESH Planning - Presented at Insight Innovation eXchange LATAM 2013

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  • Add base sizes inDiary Q3. Which Brand was it?; Q4. Where did you see, hear or experience it?; Q46. How did it make you feel?; Q47. How likely did it make you to choose that brand?
  • How PepsiCo Redefined Research by Ana Alvarez of PepsiCo and Larissa Moreira of MESH Planning - Presented at Insight Innovation eXchange LATAM 2013

    1. 1. Insight Innovation Exchange LatAm 2013HOW PEPSICO REDEFINED RESEARCH Ana Alvarez (PepsiCo) Larissa Moreira (MESH Planning)Ana Alvarez (PepsiCo)Larissa Moreira (MESH Planning) 1
    2. 2. PepsiCo in Latin America PepsiCo Brazil Beverages PepsiCo Brazil Foods 2
    3. 3. A structure that Brazil deserves • AmBev´s partnership since 1994 12 thousands employees •+ of 1 million of point of sales • 19 factories •2.500 sales routes •+ 100 distribution center 3
    4. 4. Performance with Purpouse•Encourage people to •Protect the Earths •Investing in our people have a healthier. natural 4
    5. 5. Consumer & Insight Vision To be an essential catalyst for transformational growth 5
    6. 6. TO CHALLENGE THE STATUS QUO 6
    7. 7. Redefine Research in Latam Process & Inspiration Partners• Motivation the insight team to • Innovative approach (MESH try the new Planning, Scoop & Co, Animux, Insittun, Touch, EC- Global, etc)• Supporting them to assume risk• Dual Responsibility - local & • Co-create and develop research regional expertise products proper to our realities• Rigid brief process• Outside eyes • Costs is still an issue in this region – be creative without compromising• Not be afraid to say what they the quality are not expecting• Having fun always • Different aproach 7
    8. 8. PepsiCo Business Issue 1: PepsiCo Business Issue 2: PepsiCo Business Issue 3: How to evaluate the How to evaluate the How to incorporate Human effectiveness of new effect of trade on Sustainability into research channel strategy? brand? to act as a change agent for PepsiCo? www.meshplanning.com 8
    9. 9. 1 A brief introduction to how Real-time Experience Tracking worksPepsiCo Business Issue 1: How to evaluate the effectiveness of new channel strategy? www.meshplanning.com 9
    10. 10. Mexico Gatorade Mexico Launch Sports drinks Sports nutrition Research Challenge: How to evaluate innovative channel strategy round experiential touchpoints? www.meshplanning.com 10
    11. 11. Gatorade dominated theexperiential touchpoints Touchpoint Share Our client Brand A Brand B Non experiential 1 36% 19% 46% Non experiential 2 63% 16% 21% Non experiential 3 32% 18% 51% Non experiential 4 33% 10% 58% Experiential touchpoint 1 64% 15% 20% Non experiential 5 48% 21% 31% Non experiential 6 39% 15% 47% Non experiential 7 52% 21% 28% Experiential touchpoint 2 57% 22% 20% Experiential touchpoint 3 71% 18% 11% Non experiential 8 53% 28% 19% Experiential touchpoint 4 47% 18% 34% Diary – Base: Total (3543) www.meshplanning.com 11
    12. 12. These were the most persuasive Touchpoint Experience Map 80% Experiential Touchpoint 1Purchase Intent (TB %) 70% Experiential Experiential Touchpoint 3 Touchpoint 4 60% Non-experiential Experiential touchpoint 1 Touchpoint 5 50% Experiential Non-experiential Touchpoint 2 40% touchpoint 4 Non-experiential touchpoint 2 30% Non-experiential touchpoint 5 Non-experiential 20% touchpoint 3 10% 10% 20% 30% 40% 50% 60% 70% 80% Positivity (TB %) www.meshplanning.com 12
    13. 13. And impacted on most importantbrand metrics Impacted through experiential Impacted through digital touchpoints BRAND METRIC 1 BRAND METRIC 1 BRAND METRIC 2 BRAND METRIC 2 BRAND METRIC 3 BRAND METRIC 4 IMAGE STATEMENT 2 IMAGE STATEMENT 3 IMAGE STATEMENT 1 IMAGE STATEMENT 4 IMAGE STATEMENT 2 IMAGE STATEMENT 5 IMAGE STATEMENT 3 IMAGE STATEMENT 6 EDUCATIONAL IMAGE STATEMENT 1 EDUCATIONAL IMAGE STATEMENT 2 RE-POSITIONED AS CAMPAIGN EDUCATIONAL IMAGE STATEMENT 3 PRIORITIES EDUCATIONAL IMAGE STATEMENT 4 EDUCATIONAL IMAGE STATEMENT 5 EDUCATIONAL IMAGE STATEMENT 6 www.meshplanning.com 13
    14. 14. Recommended…Spend more on… Spend less on… Experiential Traditional media touchpoints Generic Tailored outdoor Outdoor Sub brand A Sub brand B www.meshplanning.com 14
    15. 15. What happened next? Money switched from TV to experiential touchpoints… 90 88 Use by athletes 85 85 82 80 81 Improved 77 performance 75 75 73 For someone like me 70 65 66 Modern 60 Q1 11 Q2 12 …and Brand Metrics improved substantially www.meshplanning.com 15
    16. 16. A similar study in Brazil Mexico Launch www.meshplanning.com 16
    17. 17. Business questions:How has the Win From Within campaign performed? The real-time data demonstrates an extremely impressive campaign performance; though reach could have been higher. A powerful and memorable strapline has been an important component. The ‘Win from Within’ messaging was easy to relate to and clearly appealing. Comercial do gatorade, com atletas de corrida, futebol, volei. Me chamou a atenção o slogan do Gatorade: vencer vem de dentro. Senti que a mensagem foi de que não adianta você usar ótimos acessórios, seja tênis, camisa... você tem que estar bem consigo mesmo, seu corpo precisa estar bem... passa superioridade e guarra. 17
    18. 18. Business questionsWhat is the value of sponsorship? Gatorade is strongly linked to ‘sport’ in general and outperforms all other brands on sponsorship. no jogo corinthians x sport, havia um patrocinio enorme da gatorade. bem interessante e que acima de tudo valoriza a marca. fiquei contente ao ver a marca no patrocinio da copa sul-america um Gatorade Patrocina o produto qual consumo e gosto com Futebol , muito legal! um esporte q adoro muito legal Gatorade soccer sponsorship in particular generates an emotive, passionate response – sponsorship here goes beyond just providing campaign support. 18
    19. 19. Recommendation Spend less on/Limit Keep investing in … Spend more on … spend on… Non-Soccer Soccer Facebook Sponsorship Sponsorship Advertising Online Brand Generated TV In-Store Content Gyms 19
    20. 20. 2 Guatemala Pepsi study PepsiCo Business Issue2: How to evaluate the effect of trade on brand? www.meshplanning.com 20
    21. 21. Pepsi traditional trade store experiencesare behind a key competitor but improvewhen the activation kicks in Traditional trade stores Experience Map 80% Brand C Purchase Intent TB(%) Pepsi Control 60% Pepsi Pitbull 40% Brand B 20% Brand A 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% Positivity TB(%) www.meshplanning.com 21
    22. 22. Overall, In store activation has drivenbrand affinity measure directly Relative areas of impact of in store activation Makes me feel happier How much Helps me express who I 3 For someone like me more likely am Is worth what you pay for someone is to it 2 Is a brand I love associate a statement with Very refreshing 1 Has ads that appeal to Pepsi after in you store activation 0 experiences Is a brand that sets the Connects me to the music trends I love Inspire you to make most Drink when I’m out with out of life friends Tastes better than other Available where and brands when I need Is a fun brand Activations in traditional trade stores are worth investing in again in the future www.meshplanning.com 22
    23. 23. Ads featured around the fridge insidethe store are the most persuasive Traditional Trade Store sub occasions (All brands) Purchase Intent TB(%) 80% 70% 60% Outside poster Sticker in fridge Ads above fridge 50% Other Inside poster Fridge 40% Social areas* Frame around window 30% Shop front Inside displays* 20% 10% 10% 20% 30% 40% 50% 60% 70% 80% Positivity TB(%)Source: MESH Experience Tracking – Diary DataBase: Experiences (texts): 7585.Due to low base we’ve included all groups from both waves (Pitbull TV and Pitbull In-store wave) * 10<30 Experiences = Low Base www.meshplanning.com 23
    24. 24. 3The Sustainable Research eco-system PepsiCo Customer Network CommunityPepsiCo Business Issue 3: How to incorporateHuman Sustainability into 400 x Real- 20 x 1 x Customer Experience research to act as a time Community Community Directors change agent for Experience Leaders Manager PepsiCo? Reporters Stakeholders Insight Team www.meshplanning.com 24
    25. 25. Final words 25

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