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FMCG effective communication drivers

BBDO Group
BBDO Group
BBDO GroupBBDO Group

OMD MD | PHD group for Adam Smith conference 2013

FMCG effective communication drivers

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FMCG
effective
communication
drivers
Sergey Matveyuk,
Analytics & Insights Director
Brandscience
FMCG from Media point of view
The consumer considers
an initial brands, based on
brand perceptions and
exposure to recent touch
points
Consumers add
subtract brands as they
evaluate what they want
After purchasing a product or service, the
consumer builds expectations based on
experience to inform the next decision journey
Ultimately, the
consumer select a
brand at the moment
of purchase
Info search plays
a small role in grocery
~12%did some research
prior to purchase
Product purchase cycle
Package | Brandname
Impulse | planned purchase
Retail | Private labels
…
FMCG from Media point of view
The consumer considers
an initial brands, based on
brand perceptions and
exposure to recent touch
points
Consumers add
subtract brands as they
evaluate what they want
After purchasing a product or service, the
consumer builds expectations based on
experience to inform the next decision journey
Ultimately, the
consumer select a
brand at the moment
of purchase
Product purchase cycle
Package | Brandname
Impulse | planned purchase
Retail | Private labels
…
FMCG from Media point of view
The consumer considers
an initial brands, based on
brand perceptions and
exposure to recent touch
points
Consumers add
subtract brands as they
evaluate what they want
After purchasing a product or service, the
consumer builds expectations based on
experience to inform the next decision journey
Ultimately, the
consumer select a
brand at the moment
of purchase
Product purchase cycle
Package | Brandname
Impulse | planned purchase
Retail | Private labels
…
FMCG from Media point of view
FMCG from Media point of view
Product purchase cycle
Package | Brandname
Impulse | planned purchase
Retail | Private labels
…
Impulse
FMCG
Occasional
Consumer
Durables
Routine
Planned
Ad

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FMCG effective communication drivers

  • 2. FMCG from Media point of view
  • 3. The consumer considers an initial brands, based on brand perceptions and exposure to recent touch points Consumers add subtract brands as they evaluate what they want After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey Ultimately, the consumer select a brand at the moment of purchase Info search plays a small role in grocery ~12%did some research prior to purchase Product purchase cycle Package | Brandname Impulse | planned purchase Retail | Private labels … FMCG from Media point of view
  • 4. The consumer considers an initial brands, based on brand perceptions and exposure to recent touch points Consumers add subtract brands as they evaluate what they want After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey Ultimately, the consumer select a brand at the moment of purchase Product purchase cycle Package | Brandname Impulse | planned purchase Retail | Private labels … FMCG from Media point of view
  • 5. The consumer considers an initial brands, based on brand perceptions and exposure to recent touch points Consumers add subtract brands as they evaluate what they want After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey Ultimately, the consumer select a brand at the moment of purchase Product purchase cycle Package | Brandname Impulse | planned purchase Retail | Private labels … FMCG from Media point of view
  • 6. FMCG from Media point of view Product purchase cycle Package | Brandname Impulse | planned purchase Retail | Private labels … Impulse FMCG Occasional Consumer Durables Routine Planned
  • 7. FMCG from Media point of view Product purchase cycle Package | Brandname Impulse | planned purchase Retail | Private labels … Impulse FMCG Occasional Consumer Durables Routine Planned
  • 8. FMCG from Media point of view Product purchase cycle Package | Brandname Impulse | planned purchase Retail | Private labels … Impulse FMCG Occasional Consumer Durables Routine Planned Brand Awareness Rational benefits Quality reassurance Brand Awareness Differentiation from competitors Reminder OOH VNP CinemaOnline Special projectVNP TV
  • 9. Impulse FMCG Occasional Consumer Durables Routine Planned Brand Awareness Rational benefits Quality reassurance Brand Awareness Differentiation from competitors Reminder OOH VNP CinemaOnline Special projectVNP TV PrivateLabelShareofTotalMarket Total FMCG - Private Label (PL) Share and Evolution PL VALUE share 2012 and share evolution vs. year ago PL UNIT share 2012 and share evolution vs. year ago FMCG from Media point of view Product purchase cycle Package | Brandname Impulse | planned purchase … Retail | Private labels http://www.iriworldwide.eu/Portals/0/articlepdfs/PrivateLabel/PrivateLabel_2012_FullReport_Final.pdf http://www.pwc.ru/ru_ru/ru/retail-consumer/assets/private-labels-eng-may2011.pdf
  • 10. PrivateLabelShareofTotalMarket Total FMCG - Private Label (PL) Share and Evolution PL VALUE share 2012 and share evolution vs. year ago PL UNIT share 2012 and share evolution vs. year ago FMCG from Media point of view Product purchase cycle Package | Brandname Impulse | planned purchase Retail | Private labels … Private Labels discount vs. Branded ~30% The level of penetration of Private Labels in Russia doesn’t exceed 3%
  • 11. FMCG from Media point of view - IMPLICATIONS
  • 13. • Energy drinks MARKET was OCCUPIED mostly by 3 strong players and few others cheap analogues; • Players were mostly communicated in sport, extreme and creative/fun areas; • There was launched new brand at the end of 2012 – E-ON – that is about dynamic lives in megapolis, full of EXPERIENCEs, emotions and VITALITY; • So it was a key challenge to SET UP a new NICHE for the product and keep there leadership position; • To succeed challenge, communication strategy was separated on two parts: BUILDing brand AWARENESS and CREATing right brand POSITIONING. E-ON. LIFE’S ON launch of new energy drink
  • 14. NATIONAL TV Perviy channel, STS, TNT, NTV NONAIR TV RBC, Moscow-24, Russia-24, Rain, Discovery Channel and others INTERNET Esquire, Slon, Timeout, Afisha, Facebook and others PRINT Forbes, Harvard Business Review, Esquire, GQ and other OOH E-ON. LIFE’S ON STAGE I: build brand awareness
  • 15. NATIONAL TV: Perviy channel - integration with sponsor spots into “Gorodskie pijoni” INTERNET: LookAtMe - Creating unique branded stream ‘Move on’ with regular posting about people who gain the goal EVENTS – PARK LIVE Creating multifunctional zone ‘E-ON Smart Park’ where people can look though relevant TA magazines, get detailed info about fest and use ON gadgets EVENTS – PICNIC.AFISHA Executing special multimedia space in collaboration with Hopes & Fears and Silver Rain E-ON. LIFE’S ON STAGE II: create right brand positioning
  • 16. 4th place in premium segment Brand awareness among energy drink consumers 16%
  • 17. IMPLICATIONS – Video Neutral Planning
  • 18. Video Neutral Planning 8%Share of FMCG spends in digital PROCTER & GAMBLE 25,6% DANONE 17,3% MARS-RUSSIA 10,9% UNILEVER 8,7% L'OREAL 6,6% MONDELEZ 5,7% HENKEL GROUP 5,3% PHILIP MORRIS 3,6% BEIERSDORF 2,9% JAPAN TOBACCO INC. 2,7% Other 10,7%
  • 19. Brand Health & Ad Performance Monitoring IMPLICATIONS – Data Driven
  • 26. PROCTER & GAMBLE 25,6% DANONE 17,3% MARS-RUSSIA 10,9% UNILEVER 8,7% L'OREAL 6,6% MONDELEZ 5,7% HENKEL GROUP 5,3% PHILIP MORRIS 3,6% BEIERSDORF 2,9% JAPAN TOBACCO INC. 2,7% Other 10,7% Video Neutral Planning 8%Share of FMCG spends in digital