Path to purchase brand equity

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Path to purchase brand equity

  1. 1. Strategic Range Brands Equity Building How to build strong brands? 1 Strong Idea + Target Obsession Measurement ROCI Path to Purchase Targeted Media Path to Future Relationship or Conversion Centre Targeted Promotions Price Point Management Targeted Distribution
  2. 2. Strategic Range Brands Equity Building How to build strong brands? 1 Strong Idea + Target Obsession
  3. 3. Friskies
  4. 4. ALPO
  5. 5. Strategic Range Brands Equity Building How to build strong brands? 1 Strong Idea + Target Obsession Path to Purchase Targeted Distribution
  6. 6. "Accelerating Change" Creating a "Path to Purchase" strategy
  7. 7. <ul><li>&quot; The point of purchase is arguably the most decisive area of communication. It appears that we are treating POP communication as a tactical issue rather than as a strategic opportunity .&quot; </li></ul><ul><li>Blueprint 2009 </li></ul>
  8. 8. Business Opportunity <ul><li>Make sure what we do at the POP results in a purchase as often as possible </li></ul><ul><li>Optimizing effectiveness of message/ medium at closest proximity to purchase to increase sales and brand value </li></ul>
  9. 9. Two approaches to POP <ul><li>Traditional (tactical) approach </li></ul><ul><li>New (strategic) approach </li></ul>
  10. 10. Tactical Focus on medium, not message Belief = &quot;logo will make people buy&quot;
  11. 12. Strategic <ul><li>&quot;I want POP to become our strongest element in communication&quot; </li></ul><ul><li>Blueprint 2008 </li></ul>
  12. 13. New approach to POP &quot;Path to Purchase&quot; BUY Come
  13. 14. Two Key Principles define Strategic Approach Call to Action Path to Purchase
  14. 15. Visibility is not enough: Shoppers must be involved & invited Open Sidewalk sign Sidewalk sign
  15. 16. Communication Vehicles on the Path to Purchase Communication Vehicles Product / Packaging At Home Proximity to Purchase Outside Store Inside Store In-aisle / On Shelf Product/ Packaging Lead consumers along the &quot;Path to Purchase&quot; <ul><li>Display board </li></ul><ul><li>Umbrellas / flags </li></ul><ul><li>Outdoor </li></ul><ul><li>Street presence </li></ul><ul><li>Trucks, etc </li></ul><ul><li>Advertising (radio, trolley, etc) </li></ul><ul><li>Banner / flags </li></ul><ul><li>Mobiles </li></ul><ul><li>Customised shelving </li></ul><ul><li>Permanent display </li></ul><ul><li>Off shelf temporary displays </li></ul><ul><li>Shelf strip / sticker / menu board </li></ul><ul><li>Shelf talker, “take one”’s </li></ul><ul><li>Display racks, counter cards </li></ul><ul><li>Dispensing equipment, etc </li></ul><ul><li>Product experience </li></ul><ul><li>Packaging </li></ul><ul><li>Packaging strips / attachment </li></ul><ul><li>Shipping case </li></ul>
  16. 17. What's the right message for each vehicle ?
  17. 19. Our objectives Get pet owners to turn their heads Connect emotionally Persuade pet owner Activate a purchase
  18. 20. Give people a reason to buy !
  19. 21. turn head
  20. 22. Why do you want to go there? ?
  21. 24. What connects you to the product? ?
  22. 26. What is the role of the package? ?
  23. 28. Decision to buy? Why? ?
  24. 30. 2 <ul><li>Who does it well ? </li></ul><ul><li>Benchmarking </li></ul>
  25. 31. Who does it well outside Nestlé ? Drink, Enjoy, Share Live Football Drink Coke Immediate consumption Future Consumption
  26. 32. McDonald’s in WalMart
  27. 38. The Petfood Section How can we help shoppers, retailers and ourselves by creating innovative retail solutions?
  28. 39. navigation
  29. 40. Alpo & Friskies “Pet Street” in Thailand
  30. 41. <ul><li>Retail is not a medium, </li></ul><ul><li>its about turning a garden hose into a fire hose </li></ul>Key Learning 3
  31. 43. Total Petcare Solutions / Retail Learning Centre USA <ul><li>Make it easier to purchase and pet owners will buy more ! </li></ul><ul><li>Influence share of shelf, position and total category presentation and pet owners will buy more Nestlé Purina </li></ul><ul><li>Create unique intellectual capital / relationship through insights & retailers will buy more Nestlé Purina products and ideas </li></ul>
  32. 44. Key Learning - structure & resources allowed vision to survive and be brought to life - shopper insight is intellectual capital that makes them indispensable to retailer Retail Learning Centre is only the &quot;tip&quot; of the iceberg
  33. 45. Uzbekistan Communicate & educate along the path to purchase Outside Store Inside Store In-aisle / On-shelf Product Bunting/ Flags (visibility) Drink Nestlé Milk Get healthy! Front Door sign (Open/ Closed) Buy Nestlé Milk here Buy Nestlé Miik Tomorrow “ Drink Nestle Milk and get healthy” Bus Stop On-Street Poster Shipper (secondary packaging) Choose Health Primary Packaging Front & Back Panels Mobile Choose Health Wrangler Buy and be healthy Choose Health / Buy Health Shelf Talker
  34. 46. <ul><li>Key Principles </li></ul>
  35. 47. Marketing must lead the POP strategy 1
  36. 48. Manage the hierarchy, do NOT over-communicate on the pack 1 2 3
  37. 49. Packaging Identify most relevant hierarchy Information Compelling benefit
  38. 50. Danone Use iconic SHAPE to increase visibility <ul><li>Attracts shoppers - &quot;rounded&quot; form breaks out of &quot;square&quot; environment </li></ul><ul><li>Builds iconic property </li></ul>
  39. 51. Visibility is not enough: shoppers must be involved & invited 2 Open Sidewalk sign Sidewalk sign
  40. 52. Hook triggers need (far away) Invitation to purchase (close-in) Same elements on all surfaces
  41. 53. Think & use Nestl é Purina owned media 3
  42. 55. <ul><li>Build stories and occasions, to create a BRAND EXPERIENCE </li></ul>4
  43. 56. Summary - Action Plan What can we do? <ul><li>Test / measure effectiveness of each project </li></ul><ul><li>Create a path to purchase plan for Strategic Range Brands </li></ul><ul><li>Run tests to link POP with CRM strategy </li></ul><ul><li>Use Nestle Purina owned Media more effectively to activate purchase </li></ul><ul><li>Use “call to action” in all material produced from now </li></ul><ul><li>Collect “shopper insights” & identify missing information </li></ul>
  44. 57. Both client and agency need to Kick bad habits... GRPs POP is sales responsibility
  45. 58. Turn the log side on ! tactical strategic
  46. 59. <ul><li>Petowner </li></ul><ul><li>Insight </li></ul>Understand Petowner (buying) behaviour
  47. 60. Use the Tools
  48. 61. ... it won't always be easy TRY, LEARN, IMPROVE - CONTINUOUSLY
  49. 62. Path to Purchase = All Markets will Benefit by Applying a Common Workflow (COE) Common Variables Brands Corporate Range Markets Developed Starter Consumers Users Non-Users Channels Modern Trade Pet Trade Opinion Leaders Footprint for non-exclusive brands Exclusive brands
  50. 63. Strategic Range Brands Equity Building How to build strong brands? 1 Strong Idea + Target Obsession Path to Purchase Targeted Media Relationship or Conversion Centre Targeted Promotions Targeted Distribution
  51. 64. Strategic Range Brands Equity Building How to build strong brands? 1 Strong Idea + Target Obsession Measurement ROCI Path to Purchase Targeted Media Path to Future Relationship or Conversion Centre Targeted Promotions Price Point Management Targeted Distribution

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