Discovery 7 Tropicana Case

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Discovery 7 Tropicana Case

  1. 1. & One-to-One Strategy meets media integration: Launch of Tropicana Essentials Vitamine C+ 1
  2. 2. Agenda Setting the Stage The Briefing The Approach The Results Conclusion 2
  3. 3. PepsiCo at a glance $111 billion market cap... listed on NYSE since 1965 185,000 employees, operating in 200 countries World’s second largest food and beverage company worldwide Retail sales estimated at $92 billion 17 billion-dollar brands, 5 generating annual retail sales of more than $5 billion Portfolio of over 200 brands 3
  4. 4. PepsiCo has 4 sites in Belgium and a number of strong brands PepsiCo Sites in Belgium Tropicana Zeebrugge Zeebrugge Veurne Brussel Veurne Snack Foods Borgloon Looza Borgloon Net Revenue: EUR 140,000MM PepsiCo Belgium Commercial HQ Zaventem • 967 Employees 4
  5. 5. Tropicana at a glance: Not all juices are equal 100% pure 100% pure squeezed squeezed no added water, colour, no added water, colour, sugar or preservatives. sugar or preservatives. gently pasteurized for Unpasteurized longer life vs. Freshly Squeezed. <5 days shelf life Between 1% and 99% Juice 100% pure juice Water evaporated off added water sugar, flavouring, After transport, juice & preservatives. reconstituted & pasteurized. chilled or long life. chilled or long life. 5
  6. 6. Tropicana at a glance: From Mass to Targeted Awareness 80 Penetration 14 Media Spendings Tropicana 2008 Media Spendings Tropicana 2009 Others DM & E- Mail Others 11% 25% 7% Outdoor Print 34% 26% TV Outdoor 55% 42% 6
  7. 7. Tropicana at a glance: Why to start a loyalty program? A strong growth of PL Other 49 53.3 50.3 51.9 50.8 81 A share of voice under + 24% our market 51 26.8 share 21.4 18.8 18.5 19 Tropicana PLB’s 2006 2007 2008 2009F A message about purity & 8.5 pleasure 21.2 50 which is not unique anymore HU = ca. 95.000 HH households A need to improve VFM 30 70.3 >> Better targeting perception in a decreasing is needed buying purchase power 20 % TPP % TPP Vol users 7
  8. 8. The Approach Phase 1 : consideration Phase 2 : engagement Phase 3 : conversion Objective Create awareness Create relevancy Activate participation / & impact & credibility identification & purchase Phase 4 : loyalty Reinforce ambassadorship Drive emotional band with Tropicana Drive repurchase 8
  9. 9. More in details… 9
  10. 10. The Approach: Phase 1 Phase 1 : Objective Create awareness & impact consideration Connections Strong Media Support JAN FEB MAR OUTDOOR MAGAZINE PR 10
  11. 11. The Approach: Phase 2 Objective Objective Create relevancy & credibility Phase 2 : engagement Strong Presence Vitamine C+ Connections in “Savoure Le jour”program JAN FEB MAR DIRECT MAILING E-MAILING WWW.TROPICANA.BE 11
  12. 12. The Approach: Phase 2 Target Group Program Target Group Program Communication Strategy 35 – 60 year High social class City Households no kids / little kids < 5 years Interests : Wine, ski, golf, tennis, hockey, thalasso, travelling 2009 = Launch CRM Umbrella 12
  13. 13. The Approach: Phase 3 Objective Activate participation / identification & purchase Phase 3 : Conversion Call to action/Offer : Outcome Personalized Reduction Coupons in DM Registration online (contest as incentive) Registration via response card On pack contest POS Visibility 13
  14. 14. The Approach: Phase 4 Objective Reinforce ambassadorship Drive emotional band with TROPICANA Drive repurchase Phase 4 : Loyalty Continue on further the Next Steps “Savoure Le jour” CRM program APR MAY JUNE JULY AUG SEPT OCT NOV DEC DIRECT MAILING OUTDOOR E-MAILING WWW.TROPICANA.BE 14
  15. 15. The Results: Impact Direct Mailing Communication Funnel Intent to Recall having Recall content buy and/or to Opened it Read it Intent to act received it (content or message) use coupon (top boxes) “Do you “Can you “Do you have the “What did you do “Do you have intention remember describe the intention to with the DM?” to buy Tropicana? receiving a DM?” DM?” react?” Users 83 66 55 94 51 94 48 83 40 61 TOTAL n=300 Average 63 41 36 31 18 nB2C=16 Average 61 87 85 50 nB2C = 16 + + + + + Average opening High reading rate: Very good direct High recall rate Good content recall rate content appeal activation % of respondents (n=600) – 100% of the respondents 15
  16. 16. The Results: Impact Direct Mailing Content Recall Top 3 1. Reduction Coupons 2. New Flavour in the series Essentials : Vitamine C+ 3. Tropicana contains extra Vitamine C “Extra resistance and Vitality During the winter” had high scores 16
  17. 17. The Results: Impact Direct Mailing Recall – Activation Matrix 100% Strong activation 90% case Efficient Limited recall 80% mailing Tropicana 70% Strong recall case Limited reaction Activation rate 60% level 50% Average (43.6%) 40% Improve attention Do it again 30% 20% Improve action 10% 0% 0% 20% 40% 60% 80% 100% Avg (65.3%) Recall rate N B2C=16 Activation rate = 50% * intention to react (base=people having read mail) + 50% * intention to purchase (base = people recalling ad) 17
  18. 18. The Results: Couponing Use Redemption 8,7% On Average by coupon 17% On Average by household 18
  19. 19. The Results: Couponing Use Profile Analyse Coupon Users HH no kids 50 + Highest social groups Brussels = confirmation of GFK profile Mailing respondents are representative for the Tropicana target 19
  20. 20. The Results: E-newsletter 12,15 % clicked versus Total (vs. IAB Benchmark FMCG 11,10%) Vitamine C+ Content 12% of total CTR on Vitamine C+ (Top 3) Delivered Opened Clicked/Opened Clicked/Total Newsletter Tropicana 86,96% 25,13% 48,33% 12,15% Benchmark IAB 93,20% 23,80% 11,10% 20
  21. 21. The Results: Contest Participation Participants 43% DM & E-news 22% overlapping contacts 57% Other sources 5,9% (ON-PACK / POS / WOM) 6% of Total of Total mailing e-newsletter 21
  22. 22. The Results: Savoure le Jour Registration Through registration card = 0,026% Through packaging and others sources = 41% Who received DM = 34% Who received e-newsletter = 24% 22
  23. 23. Conclusion Direct Marketing efforts needs to be integrated in a broader story and put the consumer at the heart of the program Through Direct Marketing integration into our campaign, Tropicana was able to leverage the efficiency of a new product launch Direct Mailing has created relevance and credibility for our product and amplified our outdoor and print message Transfer from classic mass media to one-to-one communication has improved the ROI of the campaign 23
  24. 24. Thank you for your attention 24
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