Adriana nestoriuc pepsi

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  • EXECUTIONAL CONSIDERATIONS:
    Main character: Sebi, the first guy from our gang. We can also see other friends showing impressed by his action.
  • EXECUTIONAL CONSIDERATIONS:
    Ana, one of the girls from our gang, with her boyfriend.
  • EXECUTIONAL CONSIDERATIONS:
    Cristina, the second girl from our gang, with her family.
  • EXECUTIONAL CONSIDERATIONS:
    Alex, the second guy from the Pepsi gang, being carried out by his friends (Alex, Ana and Cristina are also part of the group) at a home anniversary.
  • 31
  • 32
  • Adriana nestoriuc pepsi

    1. 1. ROMANIA Pepsi 2014New Occasion Packs launching campaign 21th May , Bucharest
    2. 2. 2 COLAS CATEGORY/ SWITCHERS DYAGNOSE PEPSI MARKETING CHALLENGE
    3. 3. 3 •Romania has a leading per capita consumption on CSDs and Colas across Eastern Europe Region, reaching an 80% of LRBexW consumption. Also average Romanian consumer drinks highest PC volume of Pepsi TM within EER. •Pepsi has a very strong local relevance, having been considered social currency in the past. First cola category product to enter the Romanian boarders. Still high dependency on 2 packs : 0,5L and 2.5L. •75% of the market is represented by switchers and repertoires, loyalty to brands being very low. •The category prices are higher than in most countries and pressured by low affordability.
    4. 4. 4 ROMANIA – Unique Opportunity for Pepsi to capture share from Switchers (80% of heavy cola users)
    5. 5. KEY MESSAGE WHO WHY MORE for ME along the DAY 1,25L 1,75L 2,25L 2 x 2,25L 2,75L ME TO FEEL ALIVE MORE for ME & YOU US TO FEEL INLOVE MORE TASTY MOMENTS AT HOME WE TO BELONG MORE FRIENDS WE TO HAVE FUN My time out 1L Couples Time 1.5L Couples Time/ Family Time Lunch& Dinner 2.5LAS IS 2L / 2x2L Competition OCCASION MARKETING PLATFORM 2014 Reset and launch New PEPSI Pack Line-up as CONCEPTUALIZED RANGE New Pepsi + 250 ML extra on pack specific communication New PEP SHOPPER DTS, ON THE GO OT & DTS, MED SHOPPER 2,25L – DTS Med Shopper, 2x2,25L OT Med Shopper DTS, HEAVY SHOPPER TO BE
    6. 6. 6 DISRUPTIVE ENGAGEMENT TARGETING KEY TOUCHPOINTS
    7. 7. One Campaign – Umbrella execution (12 months tracking) Brand Equity Tide in LFN Positioning Full Range Availability Packs Signature (Unified Look & Feel) (Perceived) Price Parity OT Tailormades Account Specific Expand Warm Shelf Differentiate in Coolers Instore Disruptive POSM 360Comms ONE PLATFORM/ KEY OCASSIONS 2014 New PEPSI Pack Line-up RIGHT Activation Must Haves – The 10 Commandments for Success 1 2 3 4 5 6 7 8 9 10
    8. 8. 8 INTEGRATED COMMS BRIEF 360 execution
    9. 9. 1. WHY: CHALLENGE: CHANGE THE STANDARD IN THE COLA CATEGORY. PREMISES: •Current Pepsi SKUs don’t cover all the opportunities in terms of demand moments across a day. •The need for a stronger “Value for me” in order to differentiate. •The opportunity to support the LIVE FOR NOW statement, a desire for MORE of everything right NOW, both in terms of brand & package.
    10. 10. 10
    11. 11. 11
    12. 12. 12
    13. 13. 13
    14. 14. 14
    15. 15. 15
    16. 16. BIG IDEA With the new Pepsi +250ml variety, I am ON PLUS (in advantage) in my everyday key moments… Because I am part of my Gang…The Pepsi Gang! .
    17. 17. 17
    18. 18. CREATIVE CONCEPT Headline : Acum sunt pe plus. Semnatura campaniei: Cu noile sticle + 250ml.
    19. 19. 19 KVs
    20. 20. 20
    21. 21. Why Who Mai mult pentru mine toata ziua EU Mai mult pentru amandoi NOI DOI Mai mult pentru acasa NOI Mai mult pentru petrecere NOI KVs addressing distinctive demand spaces throughout the day
    22. 22. 1,25L ME MOMENT EBT: NOW I HAVE A PLUS. The new bottles +250ML
    23. 23. 1,75L US MOMENT EBT: NOW I HAVE A PLUS. The new bottles +250ML
    24. 24. 2,25L FAMILY MOMENT EBT: NOW I HAVE A PLUS. The new bottles +250ML
    25. 25. 2,75L PARTY MOMENT EBT: NOW I HAVE A PLUS. The new bottles +250ML
    26. 26. 26 TVCs
    27. 27. 4x 30” TVCs
    28. 28. 28 2x Finished Films test Communication ResponseBranded Engagement Will the ad connect with the consumer and leave a branded impression? Does the ad effect brand associations in the right way? Do the brand associations make it more desirable at key decision moments? Method • Quantitative • Link measurement + facial coding • N=150 • Media target
    29. 29. Key Msg A Key Msg A Copy Testing Dashboard 100% 83% 50% 33% 17% 0% 67% 100 83 50 33 17 0 67 COMMUNICATION RESPONSE BRANDED CUT-THROUGH TOTAL SPONTANEOUS AIDED Average Weak Strong Average Weak Strong Average Weak Strong 83+0-16 17-32 33-49 67-8250-66CUT THROUGH, COMMUNICATION & RESPONSE: PERCENTILES VERSUS COUNTRY DATABASE NOTE: US percentiles are based on top box measures. All other countries are mean scores. OVERALLASSESSMENT IDEAL NOTE: STSL is a raw percentage, Average percentile SAMPLE DEFINITION: N = OBJECTIVE: COMMUNICATION OBJECTIVE: KEY MSG A: COMMUNICATION SHORT TERM SALES LIKELIHOOD KEY FINDINGS Awareness Index Branding Enjoyment Engagement Adjusted Persuasion New News Relevance Credibility Differentiation Appeal Percentile 77 72 75 Norm: 55% Very Strong Pepsi - Romania 2.25 Friends Gathering Finished film February, 2014 ESTABLISHED/ LARGE BRAND 150 Win on Colas category by succeeding a smooth conversion of the switchers segment in a declining market and an insecure economical context With the new Pepsi SKU's with extra 250 ml, now I am on + Percentile 95 94 59 70 Strong Percentile 30 85 53 55 46 33 Weak • The overall assessment of Friends gathering lays into the ideal scenario: both short term sales likelihood and communication are strong. • The high potential to cut through comes from the ad’s ability to involve consumers into the story of the ad, while at the same time associating the communication to Pepsi. • The main message is well conveyed and drinkers see a plus in the extra quantity offer. • Given the overall evaluation of the ad, the recommendation is “Progress to air” Strong 85%
    30. 30. Key Msg A Key Msg A Copy Testing Dashboard 100% 83% 50% 33% 17% 0% 67% 100 83 50 33 17 0 67 COMMUNICATION RESPONSE BRANDED CUT-THROUGH TOTAL SPONTANEOUS AIDED Average Weak Strong Average Weak Strong Average Weak Strong 83+0-16 17-32 33-49 67-8250-66CUT THROUGH, COMMUNICATION & RESPONSE: PERCENTILES VERSUS COUNTRY DATABASE NOTE: US percentiles are based on top box measures. All other countries are mean scores. OVERALLASSESSMENT IDEAL NOTE: STSL is a raw percentage, Average percentile SAMPLE DEFINITION: N = OBJECTIVE: COMMUNICATION OBJECTIVE: KEY MSG A: COMMUNICATION SHORT TERM SALES LIKELIHOOD KEY FINDINGS Awareness Index Branding Enjoyment Engagement Adjusted Persuasion New News Relevance Credibility Differentiation Appeal Percentile 62 38 50Norm: 55% Above Average Pepsi - Romania 2.75 Party Finished film February, 2014 ESTABLISHED/ LARGE BRAND 150 Win on Colas category by succeeding a smooth conversion of the switchers segment in a declining market and an insecure economical context With the new Pepsi SKU's with extra 250 ml, now I am on + Strong Percentile 92 75 80 85 Average Percentile 30 92 58 49 45 28 Weak 82% • The ad “Party” has a good potential to generate short term sales. This comes mainly from the ad’s high potential to generate branded memorability. Consumers like seeing the ad, get involved emotionally and moreover remember that it is for Pepsi. • The message “With the new Pepsi SKU's with extra 250 ml, now I am on +” is delivered averagely. The good news is that consumers mention spontaneously the extra quantity to a high extent. Remembering the extra 250 ml is visible by the high perception of novelty too. • Considering the overall evaluation of this ad, the recommendation is “Progress to air”
    31. 31. Extend the reach of the commercials by using Shazam as a “second screen” companion Using Shazam Technology on all 4 TV commercials we give our young target the opportunity to listen and download on their mobiles the full version of the TV soundtrack “Esti pe plus” composed by Marius Moga - the famous Romanian producer.
    32. 32. Online campaign to maximize the TV campaign for young target Youtube views 1.75L – 531.474. It was the main focus TVC as it was launched in the second wave with the online media campaign. Shazam tags – 2097 .Mixed Media plan to maximize Pepsi PE + TVCs reach within high affinitive touchpoints with the Shazam project and Youtube. +
    33. 33. 33 OOH / Transit
    34. 34. KV 1,25 L
    35. 35. KV 1,75 – v2
    36. 36. FULL RANGE LANDSCAPE
    37. 37. RANGE PORTRAIT
    38. 38. Execution
    39. 39. Tranzit Deco – Sides
    40. 40. 40 Packs
    41. 41. PEPSI PE + 2014 Range 1,25l
    42. 42. 1,75l PEPSI PE + 2014 Range
    43. 43. 2,25L 2x2,25L PEPSI PE + 2014 Range
    44. 44. 2,75l PEPSI PE + 2014 Range
    45. 45. ROMANIA – New PEPSI 2014 Upgraded Line-up
    46. 46. 0,5l 1,25l 1,75l 2,5l 0,5l 1,25l 1,75l 2,25l 2,75l CAROLINE LOOK NEW GLOBAL DESIGN
    47. 47. 47 In Store
    48. 48. 2,75 “pe+” Full Range POSTERS
    49. 49. Poster New Pack Line 50x70 ShelfTalkerPoleSign StopperWobbler Ghid de Executie New Pack Line (Brosura) Calendar Embosat Poster New Pack Line 70x100 Poster Pepsi 2.75L 50x70 POSM Pepsi New Pack Line TT
    50. 50. 51PepsiCo Confidential Insula Stand cartonStand carton +Header DubluStand carton +Header Simplu Temporary Tools TT
    51. 51. Coltar Stopper Wobbler Calendar Embosat PoleSign Linner HP Linner FP Linner QP Linner Client POSM Pepsi New Pack Line OT
    52. 52. 53PepsiCo Confidential Insula Stand cartonStand carton +Header Simplu Temporary Tools OT
    53. 53. 54
    54. 54. 55 Campaign MEDIA PLAN
    55. 55. PEPSI +250 ml Marketing Plan Q1/Q2 2014 JANUARY ‘14 FEBRUARY ’14 MARCH ‘14 APRIL’14 DECLARE 1 ENGAGE TV OOH TRANSIT ON LINE PR IN STORE ACTIVATION POSM PLACEMENTS OUT STORE 2 POSMs/ DTS new guidline execution DTS/OT new pack line placements Hypermarkets activation (1.25l, 1.75L, 2x2.25L) / POSM’s OT - Easter special price POSM’s (2x2.25L) PR Soft transition to new packs (DTS) 10th Jan Radio TVC 3200 GRPs 30” / Build fast reach in the first 2 weeks/Use customize TV planning for each TVC Viral videos TRANSIT: Top 5 CITIES OOH High Traffic location Top 10 CITIES – backlit campaign
    56. 56. Winning in all brand KPIS vs 2013 ( Brand I love + 3 pp, Daily Ritual : +2 pp) FY 2013 Mar- April 2014 CONSUMPTION P4W Usage 40 41 Outcome Equities Love Brand I love 22 25 Daily Ritual Is good for everyday 15 17 Primary Drivers Social Lubricant Is a drink that I have when I’m out with my friends 29 31 Food Accompaniment Are drinks that go well with food 27 28 Worth/ Value Is worth what you pay for it 35 36 Lynchpin Equity Great Taste Taste better than other brands 27 28 Refreshment Offers ultimate refreshment 19 20 AWARENESS KPI's TOM 21 23 Spontaneous Awareness 78 84 Any Media Awareness 62 62 Pepsi sale out on upward trend P3M, showing early potential for “pe+250ml” Appeal to end consumers

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