Radu moldovan petrut heidi

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  • 1. www.heidi-chocolate.com MARKETING IN A RECESSION BUILDING BRANDS THAT ENGAGE PEOPLE
  • 2. www.heidi-chocolate.com MARKETING IN A RECESSIONHOW DO BRANDS GROW? PHYSICAL & MENTAL AVAILABLITY
  • 3. www.heidi-chocolate.com Memory structures are weak in most consumers 3
  • 4. www.heidi-chocolate.com Memories build on memories 4
  • 5. www.heidi-chocolate.com 5 Cue Routine Reward The stimulus or behavioural trigger: the context, situation or association always preceding regular action The behavioural output itself: the action, habit or circumstance pursued The benefit: tangible or otherwise, a sense of compensation permanently associated with the action itself CHOICE AND HABIT IS CONTEXT-DEPENDENT BECOMING PART OF ROUTINE MEANS BEING MENTALLY & PHYSICALLY AVAILABLE AT THE RIGHT TIME
  • 6. www.heidi-chocolate.com 1. Why Brands need to be distinct (not different) 6
  • 7. www.heidi-chocolate.com ADVERTISE THE BRAND AND NOT THE CATEGORY DISTINCTIVE ASSETS create & sustain mental availability
  • 8. www.heidi-chocolate.com FEW BRANDS ACCOMPLISH THIS AS WELL AS YOU MIGHT THINK 43%814
  • 9. www.heidi-chocolate.com STELLA ARTOIS ARE DELIVERING CONSISTENCY THROUGH-THE-LINE
  • 10. www.heidi-chocolate.com 10 CARLING demonstrates the alternative
  • 11. www.heidi-chocolate.com 11 2. GET CLOSE TO THE POINT OF PURCHASE OWNING THE PERFECT MOMENT CAN HELP DELIVER THIS EFFICIENTLY EXPERIENTIAL AND INNOVATION
  • 12. www.heidi-chocolate.com 12 Customer decides rule is a myth 4%80% 20% 20%45% 55% % OF BASE VOLUME OF SALES PEOPLE ARE LOYAL, HAVE MORE CONTACT AND NOTICE YOU MORE ADVERTISING WORKS HARDER HERE
  • 13. www.heidi-chocolate.com 13 Audiences are rarely as straightforward as we might like Source: GB TGi 2013 (Q2) All aged 18+, ever bought or drunk- in last 12 months 15% OF DRINKERS ARE STYLE & STATUS 22% OF DRINKERS ARE OVER 45 42% OF DRINKERS ARE PARENTS 33% OF DRINKERS ARE MEN 6% MORE ABC1 DRINKERS THAN CHIVAS REGAL 25% OF DRINKERS ARE 65+
  • 14. www.heidi-chocolate.com 14 Emphasised further when looking at our clients 16% are 35-54yr old ABC1M 37% are ABC1M 49% are Women 6% are HW and Kids 21% are Mums and Kids 22% are 65+ Adults
  • 15. www.heidi-chocolate.com There are no niche brands THE DOUBLE JEOPARDY LAW: Brands with less market share have fewer buyers and they buy less frequently
  • 16. www.heidi-chocolate.com But there are personal approaches
  • 17. www.heidi-chocolate.com Stand out and make the dream of people come true and they shall be your ambassadors
  • 18. www.heidi-chocolate.com ALWAYS STAND OUT