Brand Management Presentation - NAD+

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Brand Management Presentation - NAD+

  1. 1. Altekruse, Friedrich Bohlen, Heinrich von Carelsz, Falco Levinson, Anastasia Losciuto, Olivier Schneider, Philip 1 NAD +
  2. 2. Agenda 2 NAD + I. The Product The Brand II. III. Communications Results IV.
  3. 3. Agenda 2 NAD + I. The Product The Brand II. III. Communications Results IV.
  4. 4. 3Product Pet Perception Data (Source: Petside Digital Network) 1%13% 36% 50% Equal Family Member Subordinate Family Member Household Member Others
  5. 5. 4Product Pet Care Trends 2010 Healthy Life Styles Carbon Footprint Reduction Prodependency Rising Pet-related Expenses + 4.8% (Source: Amercican Pet Products Association)
  6. 6. 5 Prodependency j Owner-Pet Relations = Healthy Life Styles Healthy Pet Food = Carbon Footprint Reduction Carbon PAW-print = Rising Pet-related Expenses Premium Opportunity + 4.8% = Pet Care Trends Product
  7. 7. 6 Pet Care Trends Product !!!
  8. 8. 7 Product Concept Product Core Product: + + + Extends a pet‘s lifespan Fights deseases o. aging Extends owner-pet bond
  9. 9. 8 Product Concept Product Actual Product: + + + Easy dosage fluid 50 ml squeeze bottle Branding
  10. 10. 9Product (Source: Sirtris Pharmaceuticals) Scientific Background
  11. 11. 10 Sirt 1 Sirt 2 Sirt 3 Sirt 4 Sirt 5 Sirt 6 Sirt 7 Field of Application Metabolism Inflammation Cancer Cardiovascular Neurological Product (Source: Sirtris Pharmaceuticals) Scientific Background
  12. 12. 11Product (Source: P&G) Consumer Behavior
  13. 13. 12Product (Source: P&G) Consumer Behavior
  14. 14. Agenda 13 NAD + I. The Product The Brand II. III. Communications Results IV.
  15. 15. Agenda 13 NAD + I. The Product The Brand II. III. Communications Results IV.
  16. 16. Brand Vision 14Brand WHY? HOW? WHAT?
  17. 17. Brand Positioning 15Brand Category Points of parity Competitive Points of parity Nutritiment Common associations + Healthy ingredients + + Points of Difference + + + + Breakthrough Pet food additive Life-extending Brand Responsibility
  18. 18. Brand elements 16Brand Name Slogan Character Packaging Logo
  19. 19. Brand Name 17Brand [English: nædplʌs] Pronounceable Universal Memorable Meaningful NAD +
  20. 20. Slogan 18Brand Cheers to Life! Summary Simple Confirms POD‘sMeaningful !!!
  21. 21. Character 19Brand „ Great advertisement dress up in front of lecture hall!“ - nad+ customer -
  22. 22. Logo 20Brand Closely linked to brand & product Boosts Brand Recall Transferable across contexts abstract
  23. 23. Motion Advertisement 21Brand
  24. 24. Agenda 22 NAD + I. The Product The Brand II. III. Communications Results IV.
  25. 25. Agenda 22 NAD + I. The Product The Brand II. III. Communications Results IV.
  26. 26. Approaches 23Communications NAD + Traditional Media Guerilla Tech‘s Course Fair + + + Responsibility Second Life + +
  27. 27. Approaches 23Communications + “Cheers to Life“ Campaign + NAD
  28. 28. Advertisement Positioning 24Communications (Source: Vakratsas & Ambler 1999) Experience Cognition Affection
  29. 29. Traditional Media 25Communications Commercial 1 Print Flyer Commercial 2
  30. 30. Traditional Media 26Communications Commercial 1 + + + + Raise awareness and brand salience Positive Brand Associations Establish Brand Elements and personality Impact Image-side of BE-Pyramid
  31. 31. Traditional Media 27Communications + + + + Complement Commercial 1 More information about the product Impact functionality- side of BE-pyramid Commercial 2 Introduce Social Responsibility
  32. 32. Traditional Media 28Communications Print Flyer:
  33. 33. Traditional Media 29Communications + + + + Delivery of information distributed during fair and lectures Build Imagery To become a billboard on second life Print Flyer
  34. 34. Guerilla Techniques 30Communications Lecture Second Life Podium
  35. 35. 31Communications „The idea of having a dog at the guest lecture and distributing cookies was Good!“ - nad+ customer - Guerilla Techniques
  36. 36. 32Communications “very smart to hang an ad with their brand in front of the um speaking box at one of the guest lectures: low cost but very effective“ - nad+ customer - Guerilla Techniques !!!
  37. 37. 33Communications Guerilla Techniques The nad+ Logo-shot-gun...
  38. 38. 33Communications ...Angry Competiton Guerilla Techniques
  39. 39. Course Fair 34Communications Stand No. 14:
  40. 40. Course Fair 34Communications + Direct response marketing + Up-to-date information + Ensure comprehension o. brand + Track campaign‘s effectiveness
  41. 41. 35Communications Social Responsibility Thinking outside the box...
  42. 42. 35Communications Social Responsibility + DOGS with JOBS The Dogs with Jobs Initiative
  43. 43. 36 Social Responsibility + Supply rescue dogs with NAD+ + Extend useful life of the dogs + Increase cost-benefit of training + Perfect branding match Communications
  44. 44. 37 Motion Advertisement Communications
  45. 45. Second Life 38Communications Parcel No. 14:
  46. 46. Second Life 39Communications
  47. 47. Second Life 40Communications Parcel No. 14:
  48. 48. Second Life 41Communications Parcel No. 14:
  49. 49. Second Life 42Communications The Sky Laboratory:
  50. 50. Second Life 42Communications The Sky Laboratory: “It was amazing how the stand was built with the lab.“ - nad+ customer -
  51. 51. Agenda 43 NAD + I. The Product The Brand II. III. Communications Results IV.
  52. 52. Agenda 43 NAD + I. The Product The Brand II. III. Communications Results IV.
  53. 53. Financial Results 44Results Premium Pricing Real-life pricing Among Top Performers Positive feedback
  54. 54. Financial Results 45 Premium Pricing Real-life pricing Among Top Performers L$ 183,- Positive feedback Results
  55. 55. Brand Equity 46 NAD + How... ...has built brand equity. Feelings Results
  56. 56. Brand Equity 46 “Cheers to Life“ Campaign resulted in both broad and deep Brand awarenes + Differenial advertisements (Commercial 1 vs. 2)+ Adressing emotions and fostering credibility+ Direct response on fair and during shop experiment+ Feelings Results
  57. 57. Brand Equity 47 “If I could buy this product in real-life i would buy it as well!“ - nad+ customer - Feelings ...has built both behavioral and intentional loyalty. Results
  58. 58. 48Results Increase Brand Equity + Cross-promotion with HotDog33+
  59. 59. 49Results Increase Brand Equity Feelings
  60. 60. 50Results Increase Brand Equity Time Sales Accelerated breakthrough adoption: +
  61. 61. Questions? 48 Any questions? Q&A
  62. 62. Questions? 48Q&A Thank you for your attention!

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