www.heidi-chocolate.com
MARKETING IN A RECESSION
BUILDING BRANDS THAT ENGAGE
PEOPLE
www.heidi-chocolate.com
MARKETING IN A RECESSIONHOW DO BRANDS GROW?
PHYSICAL & MENTAL AVAILABLITY
www.heidi-chocolate.com
Memory structures are weak in most consumers
3
www.heidi-chocolate.com
Memories build on memories
4
www.heidi-chocolate.com
5
Cue Routine Reward
The stimulus or behavioural
trigger: the context, situation
or association al...
www.heidi-chocolate.com
1. Why Brands need to be distinct (not different)
6
www.heidi-chocolate.com
ADVERTISE THE BRAND AND
NOT THE CATEGORY
DISTINCTIVE ASSETS create
& sustain mental availability
www.heidi-chocolate.com
FEW BRANDS ACCOMPLISH THIS AS WELL AS YOU MIGHT THINK
43%814
www.heidi-chocolate.com
STELLA ARTOIS ARE DELIVERING CONSISTENCY THROUGH-THE-LINE
www.heidi-chocolate.com
10
CARLING demonstrates the alternative
www.heidi-chocolate.com
11
2. GET CLOSE TO THE POINT OF PURCHASE
OWNING THE PERFECT MOMENT CAN HELP DELIVER THIS EFFICIENT...
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...
www.heidi-chocolate.com
13
Audiences are rarely as straightforward as we might
like
Source: GB TGi 2013 (Q2) All aged 18+,...
www.heidi-chocolate.com
14
Emphasised further when looking at our clients
16% are 35-54yr old ABC1M 37% are ABC1M 49% are ...
www.heidi-chocolate.com
There are no niche brands
THE DOUBLE JEOPARDY LAW:
Brands with less market share have fewer buyers...
www.heidi-chocolate.com
But there are personal approaches
www.heidi-chocolate.com
Stand out and make the dream of people come true
and they shall be your ambassadors
www.heidi-chocolate.com
ALWAYS STAND OUT
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Radu moldovan petrut heidi

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Radu moldovan petrut heidi

  1. 1. www.heidi-chocolate.com MARKETING IN A RECESSION BUILDING BRANDS THAT ENGAGE PEOPLE
  2. 2. www.heidi-chocolate.com MARKETING IN A RECESSIONHOW DO BRANDS GROW? PHYSICAL & MENTAL AVAILABLITY
  3. 3. www.heidi-chocolate.com Memory structures are weak in most consumers 3
  4. 4. www.heidi-chocolate.com Memories build on memories 4
  5. 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. 6. www.heidi-chocolate.com 1. Why Brands need to be distinct (not different) 6
  7. 7. www.heidi-chocolate.com ADVERTISE THE BRAND AND NOT THE CATEGORY DISTINCTIVE ASSETS create & sustain mental availability
  8. 8. www.heidi-chocolate.com FEW BRANDS ACCOMPLISH THIS AS WELL AS YOU MIGHT THINK 43%814
  9. 9. www.heidi-chocolate.com STELLA ARTOIS ARE DELIVERING CONSISTENCY THROUGH-THE-LINE
  10. 10. www.heidi-chocolate.com 10 CARLING demonstrates the alternative
  11. 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. 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. 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. 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. 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. 16. www.heidi-chocolate.com But there are personal approaches
  17. 17. www.heidi-chocolate.com Stand out and make the dream of people come true and they shall be your ambassadors
  18. 18. www.heidi-chocolate.com ALWAYS STAND OUT

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