1
Saturday, May 5, 2012
2
Mission Statement
“To be the most valued, by those
who most value brands”
Saturday, May 5, 2012
3
What we believe in?
“We believe in the power of brands. We believe they are any
company's greatest asset, and that build...
4
Global Clients
Coca-Cola Co. - 29 years
British American Tobacco - 29 years
Unilever - 24 years
Kimberly Clark - 23 year...
5
Saturday, May 5, 2012
6
What is Applebee´s sense of being?
Saturday, May 5, 2012
7
To those that hunger for REAL, Applebee’s is the favorite
place in the NEIGHBORHOOD, where you can come in
as you are, t...
8
-It is relatable
-It serves great food
-It delivers value due to economic times
-It has great ambiance
What do we unders...
9
Let´s take a look at the downside...
Saturday, May 5, 2012
10
All of them are delivering value!
There is lack of differentiation due to
saturation of the CDR category
Main scenery:
...
11
What happens then in the
Central American markets?
Saturday, May 5, 2012
12
-We are relatively new competitors.
-We have low advertising recall.
-There are notable differences between social and
...
13
Let`s take a look on what`s going on with our
brand promise in the Central American markets
Saturday, May 5, 2012
14
Applebee´s means real food and lots of it. Units
are simple and right to the point, but does not
attract necessarily th...
15
Consumers do not relate to the brand nor have a
sense of belonging for several reasons:
-They do not have sufficient un...
16
People do perceive Applebee´s as a place to share with
their beloved ones; family and friends. Although due to
the visi...
17
Applebee´s can be spontaneous and special, but for
the Latin American middle class worker, it is not
regularly affordab...
18
Overall, the agency´s perspective about Applebee´s:
The brand´s current SWOT
Saturday, May 5, 2012
19
- Delivers great food.
- Delivers a warming and inviting environment to its
consumers.
- Wide range of variety of optio...
20
To fully understand the Central American market,
let´s take a look some of our real neighborhoods
Saturday, May 5, 2012
21
HONDURAS
Saturday, May 5, 2012
22
An upper middle class residential
neighborhood , located in one of the areas
of high added value of the city.
Near this...
23
In this area there are many restaurants,
banks, supermarkets, hotels, city malls
among others.
Near by there are Casual...
24
La Hacienda is one of the the newest
housing areas of the upper middle and
upper class.
It has developed very quickly w...
25
There is a mix of social classes located in
these neighborhoods, the first three are
middle and upper middle class and ...
26
This area has had a fast growth in terms
of development, it is surrounded by gas
stations, churches, radio and televisi...
27
Located between the road that can take
you from the La Ceiba to Tela and Trujillo.
It is surrounded by small shopping
c...
28
It is a place of enjoyment, there are many
restaurants, gas stations, clothing stores.
People who visit this mall and l...
29
GUATEMALA
Saturday, May 5, 2012
30
Being an area where development is
mostly commercial, the urban make up
is totally varied. In the area there are
from h...
31
This area too may be classified in a
commercial zone but, made up of a
higher socio economic level (nse A,B,C
+).
In th...
32
In the area there are restaurants, stores
and shopping centers with exclusive
brand names. This area is characterized
a...
33
COSTA RICA
Saturday, May 5, 2012
34
An upper middle and upper class
residential neighborhood, located
strategically in one of the areas of high
added value...
35
We want to be the best neighbors
(to create real connections
with all our targets everyday)
Saturday, May 5, 2012
36
1. a person who lives near
another.
2. one who is near in
sympathy or confidence.
Dictionary definition
1. one who is f...
37
If we want to be a good neighbor,
we have to start with:
Trading
Partners
Nearby
Residentials
Strategic
Locations
Satur...
38
-We are not a daily place, we are a everyday place.
-We are not necessarily comfort food. We are more
than special food...
39
Althought, just saying that we are
good neighbors it is not enough...
Saturday, May 5, 2012
40
We have to prove it
Special Occasions
Everyday
Saturday, May 5, 2012
41
Special Ocassions
Saturday, May 5, 2012
42
Our best product, in a limited time,
to eat as much as you want.
Core Message
Saturday, May 5, 2012
43
Target
Family FriendsExecutives
Saturday, May 5, 2012
44
Ribs Ritual
You eat with your hands
You share a moment
You have fun
You take your time
Saturday, May 5, 2012
45
No judgementUnlimitedSharingTasteful
Saturday, May 5, 2012
46
Print
Out of Home
POS
Digital
All you can
eat ribs
Radio
Saturday, May 5, 2012
47
Print
Out of Home
POS
Digital
All you can
eat ribs
Radio
Saturday, May 5, 2012
48
Saturday, May 5, 2012
49
Saturday, May 5, 2012
50
Your appetite is not ready
for this.
All day, everyday.
All you can eat Ribs.
Saturday, May 5, 2012
51
Saturday, May 5, 2012
52
Friendship lasts forever,
but this promotion not.
All day, everyday.
All you can eat Ribs.
Saturday, May 5, 2012
53
After 14 hours of ribs, we
are all friends.
Saturday, May 5, 2012
54
Don’t Stop till you get
enough.
Saturday, May 5, 2012
55
Super yummy!
Super yummy!
Saturday, May 5, 2012
56
Print
Out of Home
POS
Digital
All you can
eat ribs
Radio
Saturday, May 5, 2012
57
Saturday, May 5, 2012
58
Saturday, May 5, 2012
59
Saturday, May 5, 2012
60
Saturday, May 5, 2012
61
Saturday, May 5, 2012
62
Saturday, May 5, 2012
63
Saturday, May 5, 2012
64
Saturday, May 5, 2012
65
Saturday, May 5, 2012
66
Saturday, May 5, 2012
67
Saturday, May 5, 2012
68
Saturday, May 5, 2012
69
Saturday, May 5, 2012
70
Saturday, May 5, 2012
71
All you can
eat ribs
Print
Out of Home
POS
Digital
Radio
Saturday, May 5, 2012
72
Version 1: Friends & Sharing
Saturday, May 5, 2012
73
Version 2: Work & Unlimited
Saturday, May 5, 2012
74
Version 3: Family & No judgment
Saturday, May 5, 2012
75
Print
Out of Home
POS
Digital
All you can
eat ribs
Radio
Saturday, May 5, 2012
76
Hangers/Window stickers
Saturday, May 5, 2012
77
Saturday, May 5, 2012
78
Saturday, May 5, 2012
79
Saturday, May 5, 2012
80
Saturday, May 5, 2012
81
Rib Coupons
More friends, more fun.
One rib is a 10% of
individual discount.
The five ribs together are
a 50% of group ...
82
Saturday, May 5, 2012
83
Print
Out of Home
POS
Digital
All you can
eat ribs
Radio
Saturday, May 5, 2012
84
Rib Countdown
Saturday, May 5, 2012
85
Saturday, May 5, 2012
86
Rib
Banner
Saturday, May 5, 2012
87
Saturday, May 5, 2012
88
Saturday, May 5, 2012
89
Saturday, May 5, 2012
90
Hashtag #quenuncaseacabe
Saturday, May 5, 2012
91
Saturday, May 5, 2012
92
FELIPE
GARCIA
Saturday, May 5, 2012
93
Rib Tee´s
Saturday, May 5, 2012
94
Saturday, May 5, 2012
95
Everyday
Saturday, May 5, 2012
96
Trading Partners
Promotional Materials
Everyday
Saturday, May 5, 2012
97
Trading Partners
Promotional Materials
Everyday
Saturday, May 5, 2012
98
With different partners such as
Heineken and Coca Cola, we
will hide promotional coupons
in different parts of the
rest...
99
Saturday, May 5, 2012
100
Saturday, May 5, 2012
101
Saturday, May 5, 2012
102
Trading Partners
Promotional Materials
Everyday
Saturday, May 5, 2012
103
We will provide flyers to
share, the coupons will give
better rewards depending of
how many people get
together.
Shari...
104
Compensation
Saturday, May 5, 2012
105
Ogilvy Latina Compensation
Fee for conceptualization + 15% production
Man-hour cost + Overhead % 1 - 15%
MHC x 2.85%
S...
106
“A good neighbor is friendly and considerate. They respect your
space and privacy. Good neighbors wave at you, may sto...
107
¡Muchas Gracias!
Saturday, May 5, 2012
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Applebee´s ii ronda final

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Applebee´s ii ronda final

  1. 1. 1 Saturday, May 5, 2012
  2. 2. 2 Mission Statement “To be the most valued, by those who most value brands” Saturday, May 5, 2012
  3. 3. 3 What we believe in? “We believe in the power of brands. We believe they are any company's greatest asset, and that building strong, enduring brands is the key to marketplace success. We believe we are of greatest value to those clients that share this understanding of and passion for brands. We believe that when we deliver on this promise, our clients will in turn reward us with their continued loyalty, which is the key to our own success and financial strength.” Saturday, May 5, 2012
  4. 4. 4 Global Clients Coca-Cola Co. - 29 years British American Tobacco - 29 years Unilever - 24 years Kimberly Clark - 23 years KRAFT - 16 years Saturday, May 5, 2012
  5. 5. 5 Saturday, May 5, 2012
  6. 6. 6 What is Applebee´s sense of being? Saturday, May 5, 2012
  7. 7. 7 To those that hunger for REAL, Applebee’s is the favorite place in the NEIGHBORHOOD, where you can come in as you are, to CONNECT with those important in your life, over the food and beverage you love EVERY DAY The brand promise To maintain and heighten its brand promise was our #1 priority in our creative process Saturday, May 5, 2012
  8. 8. 8 -It is relatable -It serves great food -It delivers value due to economic times -It has great ambiance What do we understand from Applebee’s in the US market? ...and most of all, it gives people the opportunity to share the food and beverages they most love... Saturday, May 5, 2012
  9. 9. 9 Let´s take a look at the downside... Saturday, May 5, 2012
  10. 10. 10 All of them are delivering value! There is lack of differentiation due to saturation of the CDR category Main scenery: Friday´s, Chili´s and Olive Garden Saturday, May 5, 2012
  11. 11. 11 What happens then in the Central American markets? Saturday, May 5, 2012
  12. 12. 12 -We are relatively new competitors. -We have low advertising recall. -There are notable differences between social and economical realities from the United States and Central America. -We have few units (3 in Guatemala, 7 in Honduras and 1 in Costa Rica). - Consumers do not believe that Applebee´s is always affordable. Saturday, May 5, 2012
  13. 13. 13 Let`s take a look on what`s going on with our brand promise in the Central American markets Saturday, May 5, 2012
  14. 14. 14 Applebee´s means real food and lots of it. Units are simple and right to the point, but does not attract necessarily the everyday hard worker. REAL Saturday, May 5, 2012
  15. 15. 15 Consumers do not relate to the brand nor have a sense of belonging for several reasons: -They do not have sufficient units to cover wide geographical areas. - It´is difficult to relate to the brand as part of the native culture. -It is not an active participant in the community to be perceived as an actual neighbor. NEIGHBORHOOD Saturday, May 5, 2012
  16. 16. 16 People do perceive Applebee´s as a place to share with their beloved ones; family and friends. Although due to the visitation frequency, consumers do not establish an emotional connection with the brand or the crew. CONNECTIONS Saturday, May 5, 2012
  17. 17. 17 Applebee´s can be spontaneous and special, but for the Latin American middle class worker, it is not regularly affordable. Food may be delicious but does not represent the everyday meal for the average consumer. EVERYDAY Saturday, May 5, 2012
  18. 18. 18 Overall, the agency´s perspective about Applebee´s: The brand´s current SWOT Saturday, May 5, 2012
  19. 19. 19 - Delivers great food. - Delivers a warming and inviting environment to its consumers. - Wide range of variety of options in the menu to choose from. Strengths - Competitors in all categories are aggressively launching values opportunities for consumers. - Los Cebollines in Guatemala and El Fogoncito in Honduras have better advertising recall, awareness and visits. Threats - All the restaurants within the Central American region are located in high traffic areas. Switchers are looking for new flavors and healthy meals. - New consumption occasions are taken in consideration for consumers in all food categories. Opportunities - Applebee’s has few advertising efforts, so consequently their advertising recall is much lower that their main local competitors (El Fogoncito in Honduras and Los Cebollines in Guatemala). - Applebee`s perception as a pricey CDR affects the consumer´s intention to visit the restaurant. It has very few units established in its three markets, therefore affecting the average visitation. Weaknesses Saturday, May 5, 2012
  20. 20. 20 To fully understand the Central American market, let´s take a look some of our real neighborhoods Saturday, May 5, 2012
  21. 21. 21 HONDURAS Saturday, May 5, 2012
  22. 22. 22 An upper middle class residential neighborhood , located in one of the areas of high added value of the city. Near this area there are malls, banks, restaurants, movie theaters and churches. Colonia Villa Eugenia, front of Avenida Circunvalación, San Pedro de Sula Saturday, May 5, 2012
  23. 23. 23 In this area there are many restaurants, banks, supermarkets, hotels, city malls among others. Near by there are Casual Dining Restaurants. Residential neighborhoods are populated by the middle and middle upper class. Avenida Circunvalación, 1ra Calle Blvd. Morazán, Fuente Luminosa, San Pedro de Sula Saturday, May 5, 2012
  24. 24. 24 La Hacienda is one of the the newest housing areas of the upper middle and upper class. It has developed very quickly with banks, universities, television stations, restaurants, private and government offices. Residencial La Hacienda, Boulevard La Hacienda, Tegucigalpa Saturday, May 5, 2012
  25. 25. 25 There is a mix of social classes located in these neighborhoods, the first three are middle and upper middle class and last three are lower middle and lower class neighborhoods. Blvd. Morazán, in front of Restaurante El Patio Saturday, May 5, 2012
  26. 26. 26 This area has had a fast growth in terms of development, it is surrounded by gas stations, churches, radio and television station and upper middle class neighborhoods. Mall Megaplaza, El Progreso Saturday, May 5, 2012
  27. 27. 27 Located between the road that can take you from the La Ceiba to Tela and Trujillo. It is surrounded by small shopping complexes, banks, fast food restaurants, auto dealerships and upper middle class neighborhoods. Mall Megaplaza, Col. El Toronjal Carretera Tela-Ceiba, La Ceiba Saturday, May 5, 2012
  28. 28. 28 It is a place of enjoyment, there are many restaurants, gas stations, clothing stores. People who visit this mall and live near from the Megaplaza belong to middle and upper middle class, but those who frequently visit this mall are usually from upper class. Mall Megaplaza, French Harbour, Roatán Saturday, May 5, 2012
  29. 29. 29 GUATEMALA Saturday, May 5, 2012
  30. 30. 30 Being an area where development is mostly commercial, the urban make up is totally varied. In the area there are from hotels and restaurants to office buildings and luxury apartments. There are also stores, discos and popular bars. The socioeconomic level is commercial B and C nevertheless in the surrounding areas people of socio level A live. 2a. Avenue 12-55, Zona 10 Saturday, May 5, 2012
  31. 31. 31 This area too may be classified in a commercial zone but, made up of a higher socio economic level (nse A,B,C +). In the area there are restaurants, stores and shopping centers with exclusive brand names. Km. 15.5 road to El Salvador, Centro Comercial, Calle Real 2, Santa Catarina Saturday, May 5, 2012
  32. 32. 32 In the area there are restaurants, stores and shopping centers with exclusive brand names. This area is characterized as a high residential area with a socio economic  level of c+ and c.   As in the above cases, there is commercial activity. This area is known for having different service areas like: entertainment, luxury restaurants ( fine dining is another way of saying it), fast foods, crafts and housewares, among others. Centro Comercial, Plaza Comercial Majadas, Zona 11 Saturday, May 5, 2012
  33. 33. 33 COSTA RICA Saturday, May 5, 2012
  34. 34. 34 An upper middle and upper class residential neighborhood, located strategically in one of the areas of high added value of investment of the city of San José. Lindora offers shopping complexes, boutiques, banks, restaurants, fast food restaurants, supermarkets, gas stations, nightclubs, private residential areas, commercial offices and office centers. Centro Comercial Momentum, in front of Automercado, Lindora, Santa Ana Saturday, May 5, 2012
  35. 35. 35 We want to be the best neighbors (to create real connections with all our targets everyday) Saturday, May 5, 2012
  36. 36. 36 1. a person who lives near another. 2. one who is near in sympathy or confidence. Dictionary definition 1. one who is friendly and generous. 2. a member of the family. 3. to be reliable to someone. Applebee´s definition What does it mean to be a good neighbor? Saturday, May 5, 2012
  37. 37. 37 If we want to be a good neighbor, we have to start with: Trading Partners Nearby Residentials Strategic Locations Saturday, May 5, 2012
  38. 38. 38 -We are not a daily place, we are a everyday place. -We are not necessarily comfort food. We are more than special food. -We are not the same market by price, location and perception (we are not the United States). Some considerations: Saturday, May 5, 2012
  39. 39. 39 Althought, just saying that we are good neighbors it is not enough... Saturday, May 5, 2012
  40. 40. 40 We have to prove it Special Occasions Everyday Saturday, May 5, 2012
  41. 41. 41 Special Ocassions Saturday, May 5, 2012
  42. 42. 42 Our best product, in a limited time, to eat as much as you want. Core Message Saturday, May 5, 2012
  43. 43. 43 Target Family FriendsExecutives Saturday, May 5, 2012
  44. 44. 44 Ribs Ritual You eat with your hands You share a moment You have fun You take your time Saturday, May 5, 2012
  45. 45. 45 No judgementUnlimitedSharingTasteful Saturday, May 5, 2012
  46. 46. 46 Print Out of Home POS Digital All you can eat ribs Radio Saturday, May 5, 2012
  47. 47. 47 Print Out of Home POS Digital All you can eat ribs Radio Saturday, May 5, 2012
  48. 48. 48 Saturday, May 5, 2012
  49. 49. 49 Saturday, May 5, 2012
  50. 50. 50 Your appetite is not ready for this. All day, everyday. All you can eat Ribs. Saturday, May 5, 2012
  51. 51. 51 Saturday, May 5, 2012
  52. 52. 52 Friendship lasts forever, but this promotion not. All day, everyday. All you can eat Ribs. Saturday, May 5, 2012
  53. 53. 53 After 14 hours of ribs, we are all friends. Saturday, May 5, 2012
  54. 54. 54 Don’t Stop till you get enough. Saturday, May 5, 2012
  55. 55. 55 Super yummy! Super yummy! Saturday, May 5, 2012
  56. 56. 56 Print Out of Home POS Digital All you can eat ribs Radio Saturday, May 5, 2012
  57. 57. 57 Saturday, May 5, 2012
  58. 58. 58 Saturday, May 5, 2012
  59. 59. 59 Saturday, May 5, 2012
  60. 60. 60 Saturday, May 5, 2012
  61. 61. 61 Saturday, May 5, 2012
  62. 62. 62 Saturday, May 5, 2012
  63. 63. 63 Saturday, May 5, 2012
  64. 64. 64 Saturday, May 5, 2012
  65. 65. 65 Saturday, May 5, 2012
  66. 66. 66 Saturday, May 5, 2012
  67. 67. 67 Saturday, May 5, 2012
  68. 68. 68 Saturday, May 5, 2012
  69. 69. 69 Saturday, May 5, 2012
  70. 70. 70 Saturday, May 5, 2012
  71. 71. 71 All you can eat ribs Print Out of Home POS Digital Radio Saturday, May 5, 2012
  72. 72. 72 Version 1: Friends & Sharing Saturday, May 5, 2012
  73. 73. 73 Version 2: Work & Unlimited Saturday, May 5, 2012
  74. 74. 74 Version 3: Family & No judgment Saturday, May 5, 2012
  75. 75. 75 Print Out of Home POS Digital All you can eat ribs Radio Saturday, May 5, 2012
  76. 76. 76 Hangers/Window stickers Saturday, May 5, 2012
  77. 77. 77 Saturday, May 5, 2012
  78. 78. 78 Saturday, May 5, 2012
  79. 79. 79 Saturday, May 5, 2012
  80. 80. 80 Saturday, May 5, 2012
  81. 81. 81 Rib Coupons More friends, more fun. One rib is a 10% of individual discount. The five ribs together are a 50% of group discount. Saturday, May 5, 2012
  82. 82. 82 Saturday, May 5, 2012
  83. 83. 83 Print Out of Home POS Digital All you can eat ribs Radio Saturday, May 5, 2012
  84. 84. 84 Rib Countdown Saturday, May 5, 2012
  85. 85. 85 Saturday, May 5, 2012
  86. 86. 86 Rib Banner Saturday, May 5, 2012
  87. 87. 87 Saturday, May 5, 2012
  88. 88. 88 Saturday, May 5, 2012
  89. 89. 89 Saturday, May 5, 2012
  90. 90. 90 Hashtag #quenuncaseacabe Saturday, May 5, 2012
  91. 91. 91 Saturday, May 5, 2012
  92. 92. 92 FELIPE GARCIA Saturday, May 5, 2012
  93. 93. 93 Rib Tee´s Saturday, May 5, 2012
  94. 94. 94 Saturday, May 5, 2012
  95. 95. 95 Everyday Saturday, May 5, 2012
  96. 96. 96 Trading Partners Promotional Materials Everyday Saturday, May 5, 2012
  97. 97. 97 Trading Partners Promotional Materials Everyday Saturday, May 5, 2012
  98. 98. 98 With different partners such as Heineken and Coca Cola, we will hide promotional coupons in different parts of the restaurant, for the consumer to find. Applebee´s Secret Surprises Saturday, May 5, 2012
  99. 99. 99 Saturday, May 5, 2012
  100. 100. 100 Saturday, May 5, 2012
  101. 101. 101 Saturday, May 5, 2012
  102. 102. 102 Trading Partners Promotional Materials Everyday Saturday, May 5, 2012
  103. 103. 103 We will provide flyers to share, the coupons will give better rewards depending of how many people get together. Sharing coupons Saturday, May 5, 2012
  104. 104. 104 Compensation Saturday, May 5, 2012
  105. 105. 105 Ogilvy Latina Compensation Fee for conceptualization + 15% production Man-hour cost + Overhead % 1 - 15% MHC x 2.85% Saturday, May 5, 2012
  106. 106. 106 “A good neighbor is friendly and considerate. They respect your space and privacy. Good neighbors wave at you, may stop to pet your dog and chat, and buy lemonade from your children. Good neighbors take time to talk and smile. They reach out to connect to you. A good neighbor looks out for others. And most importantly, good neighbors are respectful to everyone.” Saturday, May 5, 2012
  107. 107. 107 ¡Muchas Gracias! Saturday, May 5, 2012

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