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Kantar Sample
The document discusses Campbell's Soup Company, an iconic American brand that has faced challenging times with declining category and brand sales. Kantar believes it is uniquely positioned to help Campbell's reverse these declines and put the company on a path of sustainable growth. Kantar can draw on insights into future trends and consumer needs to help Campbell's strengthen its brand positioning, innovate effectively, and optimize its marketing strategy and in-store performance.
Kantar Sample
- 1. THE REVIVAL OFAN ICON AND HOW KANTAR CAN HELP MARCH 10TH 2011
- 2. CAMPBELL’S ONE OFAMERICA’S ICONIC BRANDS 2
- 3. CHALLENGING TIMES FORCAMPBELL’S SOUP COMPANY 3 8.0% 7.0% -4.0% -7.0% -4.0% 6.0% 4.0% 2.0% 0.0% -2.0% -4.0% -6.0% -8.0% Second Quarter – U.S. Soup Net Sales Total Condensed Ready-to-Serve Broth Retail Sales – U.S. Wet Soup Category Performance Campbell -4.1% All Other Branded -1.6% 7.0% Private Label Soup Company -3.4% 8.0% 6.0% 4.0% 2.0% 0.0% -2.0% -4.0% -6.0% -8.0%
- 4. WE BELIEVE THATWE ARE UNIQUELY PLACED TO HELP YOU DRIVE GROWTH ACROSS YOUR PORTFOLIO 4
- 5. 2. How isour brand positioned in the marketplace and what do we need to do to strengthen it? Central Question…. How do we reverse category & brand declines to put Campbell’s Soup Company on a path to sustainable growth? 1. What future trends will impact our business? 5. How should our communications strategy support our brand equity objectives? 7. How do we align our growth strategies to our retail and food-service customers? 3. How does our current portfolio meet consumer needs and where are the white spaces? 8. How do we ensure maximum in-store conversion through optimal assortment, brand, price, pack and point of sale materials? 4. Where should we be placing our innovation bets over the next 5 years? 6. What should the optimal balance be between promotions and brand building activities and how do we allocate our marketing investment across connections points? 5
- 6. 2. How isour brand positioned in the marketplace and what do we need to do to strengthen it? Central Question…. How do we reverse category & brand declines to put Campbell’s Soup Company on a path to sustainable growth? 1. What future trends will impact our business? 5. How should our communications strategy support our brand equity objectives? 7. How do we align our growth strategies to our retail and food-service customers? 3. How does our current portfolio meet consumer needs and where are the white spaces? 8. How do we ensure maximum in-store conversion through optimal assortment, brand, price, pack and point of sale materials? 4. Where should we be placing our innovation bets over the next 5 years? 6. What should the optimal balance be between promotions and brand building activities and how do we allocate our marketing investment across connections points? 6
- 7. FUTURE TRENDS HELPUS TO MAKE SENSE OF A CHANGING MARKETPLACE 7 Macro Type of trend Micro MACRO Social, technological, environmental, economic, political and organisational trends that shape the operating environment MICRO Trends in consumer or brand behaviour within specific categories
- 8. FUTURE TRENDS HELPUS TO MAKE SENSE OF A CHANGING MARKETPLACE 8 Macro Type of trend Micro MACRO Social, technological, environmental, economic, political and organisational trends that shape the operating environment MICRO Trends in consumer or brand behaviour within specific categories
- 9. TRENDS IMPACTING FOODBUSINESSES 9 Resource Scarcity Return of Nostalgia Desire for experiential Increasingly Regulation
- 10. USE OF FUTURETRENDS: UNDERSTANDING THE FUTURE LANDSCAPE OF A CATEGORY What − Understanding the evolution of the global tissue market over the next decade across developed and emerging markets, linking to opportunity spaces for the brand How − The Futures Company identified the macro dynamics affecting the future growth of the category, and linked these to our understanding of evolving consumer need states to create a set of future landscapes for the category Benefit − A future-facing Brand Vision was created, showing how the brand could evolve over time. − Identification of platforms for innovation and innovation concepts linked back to the 2020 Vision
- 11. USING TRENDS TODEVELOP A BRAND VISION We spot the best route for the future evolution of the brand to create a Brand Vision. The Brand Vision is clearly defined through: − Where the brand can credibly play − What the brand could be in the future − The key points of differentiation AAA xxx YYY Consumer attitude towards Health per annual care Ambition for the brand by 2020 growth and Expansion here Path to 2020 xxx xxx Consumer Interaction in the marketplace Kleenex centre of gravity today (2009) AAA xxx BBB
- 12. USE OF FUTURETRENDS: COMBINING TREND AND SEGMENTATION INSIGHT TO INFORM STRATEGY AND INNOVATION What − A global food and drink manufacturer wanted to understand the key opportunities that would arise from changing needs in Lat Am & implications for future strategy, investment & innovation How − We mapped onto the client’s segmentation our proprietary insight of trends and understanding of their macro drivers. This identified the evolution of consumer need states. − Working with the client, we projected which of these need states would grow and within which cohort groups. Benefit − The interrogation of these projections revealed a series of key growth areas and priority targets for investment & innovation. − Consequently two new products tailored for the growing need states in particular demographics were successfully developed and launched within 12 months.
- 13. FIVE SHARES KEYWORDS − Real Growth: This may look expensive and/or uncertain, but real growth will increasingly come from uncomfortable places − Wallet Share: Focus energy on how my communication can convert occasionals to loyalists − Decisions: When in doubt, frame the strategy around a decision you need to influence or want to change − Solutions: Expand your Real Growth Share of Wallet Share of Retailer/ Landscape Market Evolution and Conditions Shopper Engagement Post-Recession Digital Shopper Information Post-Desktop Information Share of Share of Decision Share of Solution communication to be a more holistic solution – how can you “improve lives” better? 13
- 14. THE REVIVAL OFAN ICON: KANTAR CAN HELP END OF PRESENTATION
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