TIC TAC FRANCE - COMMUNICATION CAMPAIGN PROPOSAL
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Analysis of TIC TAC Brand and proposal for a new communication campaign for TIC TAC France. Audencia Nantes - product marketing major - May 2015.
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TIC TAC FRANCE - COMMUNICATION CAMPAIGN PROPOSAL
- 1. Bastien PILLON, Patrice LESGARDS, Pierric FARGEAS, Erqing TAN, Xinrui ZHANG
- 2. AGENDA
- 4. [OBJECTIVES] A WHOLE NEW COMMUNICATIONANALYSIS OUR TARGET (18-35 yo) WATCHES LESS AND LESS TV YOUR ISSUE YOUR VALUES FRESH & FUN OUR ANSWER A FRESH & FUN NEW SPEECH
- 5. [SWOT] PEOPLE ARE SWITCHING SCREEN THREATS STRENGTHS OPPORTUNITIES WEAKNESSES 100% awareness GOOD COMMUNICATION Overall good market performance COMPETITION strong competitors TELEVISION young leave TV SPONTANEOUS Involvement on social networks for our brand NEW TRENDS that other brands have not taken advantage of NO EVENTS or not emblematic ones NO WEBSITE with brand content in France A FEW PR despite the potential of the brand ANALYSIS 13.6 million facebook fans DECLINE of facebook with youngsters
- 6. [BENCHMARK] NO MARKET LEADERS ON DIGITAL 13.6M 0.7M 117 0.02M 2600 ANALYSIS 1577
- 7. [BENCHMARK] AND A HUGE OPPORTUNITY HUGE INVOLVEMENT ANALYSIS
- 8. FRESH & FUN [BENCHMARK] A "SOCIAL COMPATIBLE" POSITIONNING positive cheerful original creative BIG PRECEDENTSCREATIVELY REFRESHING 600,000 1,5 M ANALYSIS 6,000,000 1,500,000
- 9. ANALYSIS PROPOSAL I AM SO EXCITED AGENDA
- 10. [TIC TAC CHALLENGE] A SOCIAL BATTLE AROUND MUSIC A MATCH WITH TIC TAC DNA A COMPETITON TO CREATE THE NEW TIC TAC SOUND NOVICE CAMPAIGN A "SOCIAL COMPATIBLE" BRAND CONSOMER INVOLVEMENT ? NOTHING NEW PROPOSAL FACEBOOK CONTEST PRIZES
- 11. [TIC TAC CHALLENGE] A SOCIAL BATTLE AROUND MUSIC A COMPETITON TO CREATE THE NEW TIC TAC SOUND DJ CAMPAIGN PROPOSAL CREATION PRIZESFACEBOOK CONTEST SELECTION BY A FAMOUS DJ
- 12. [TIC TAC CHALLENGE] A SOCIAL BATTLE AROUND MUSIC A COMPETITON TO CREATE THE NEW TIC TAC SOUND PRODUCERS WITH OTHER STYLES PROPOSAL CREATION PRIZES & PROMOTION FACEBOOK CONTEST SELECTION BY TIC TAC
- 13. [TIC TAC CHALLENGE] A SOCIAL BATTLE AROUND MUSICPROPOSAL 1 2 3
- 14. [LOOKING FOR MORE PR ] THE COLOR RUN THE COLOR RUN FRESHNESS & FUN” EFFECT PROPOSAL EVENT SPONSORING A GOOD WAY TO STAY IN TOP OF MIND
- 15. [LOOKING FOR MORE PR ] BUSINESS FORUMS EVENT SPONSORING A GOOD WAY TO STAY IN TOP OF MIND FRESH BREATH & PROFESSIONAL SITUATION “FRESH AIR, FRESH JOB” PROPOSAL
- 16. COMMUNICATION STRATEGYPROPOSAL TIC TAC CHALLENGE Communication on Facebook during the event and after New website Radios ( Radio FG, Fun Radio, NRJ…) Youtube THE COLOR RUN Public display Presence on flyers Advertising by the organizers Communication on Facebook during the event and after BUSINESS FORUMS Specialized magazines Presence on flyers Communication on Facebook during the event and after 1 2 3 4 1 2 3 1 2 3 4
- 17. CONCLUSION INCREASE TIC TAC « IN TOP OF MIND » with unconventionnal moments of speech DEVELOPP THE TRAFFIC ON THE WEBSITE & THE FACEBOOK PAGE (NUMBER OF LIKES) and set up a new platform for communication STRENGHTEN ITS IMAGE ON ITS TARGET ( 18-35 ) A FRESH & FUN NEW SPEECH 1 2 3
Editor's Notes
- Introduction of teams – Bastien Pillon, Patrice Lesgards, Pierrick Fargeas, Erqing Tan, Xinrui Zhang Introduction of topic – Communication : How to renforce the proximity to our target in order to develop the penetration of Tic Tac, maximising impulsion boughts? Issue : Insure a regular and relevant communication on all our targets to maintain the top of mind of the brand
- AGENDA
- We are going to make an analysis of our brands, competitors from a communication point of view like everyone but ours will be great so you should be enthusiastic ! And then we’ll present our what the fresh solution
- About our communication : We have great budgets, we are innovative in our speech : we are a great communicant. However the main issue we focus our efforts on TV, where as people are switching screen, especially youngsters. To tackle this issue we invaded social networks like facebook but we are mainly focusing on this one which might become dangerous (inactive account on instagram!). However, we do not have any websites whereas many competitors do.
- About our communication : We have great budgets, we are innovative in our speech : we are a great communicant. However the main issue we focus our efforts on TV, where as people are switching screen, especially youngsters. To tackle this issue we invaded social networks like facebook but we are mainly focusing on this one which might become dangerous (inactive account on instagram!). However, we do not have any websites whereas many competitors do.
- It appears today that on our market, there are no strong leaders. There has been no groundbreaking campaign, and some companies look like they are still elaborating their startegy ( Ricola has a different background according to the social network, which reveals a lack of coherence). Hence on this field, even if TIC TAC does not have any brand website, it looks like the brand enjoys a strong position on digital, as shows the 13 million facebook fans, even if we have to argue that the brand name is worldwide so it has mechanically more fans.
- However as we can see there is still a long way to go. Indeed if you go beyond competitors, you can find that there are brands today that are doing a real great job on social networks and that are creating huge involvement with its customers. And since we have a fun brand, and we implemented good characters I think there is big opportunity for us !
- Indeed TIC TAC has a simple positioning to speak to a maximum of people. It is divided in two parts. -> First : their historical product for those who are needing of freshness. It is a part designed more for adults (25-49 years old). -> Second: they developed a funnier part of their range of products with the new colors and flavors. They use also for these products a funnier image with the new Tic Tac Characters for example. They are exploiting more the consumers’ emotions whereas in the first part it is more practical -> against bad breath. We can notice that recently Tic Tac mixed Freshness and Fun with their buzzy video “The Worst Bad Breath in the world” a huge success. Conclusion: Tic Tac proposed to young and old consumers a break in their busy day, this break can be fresh or fun or both effects. This Fresh & Fun
- The novice producers can create their own music from sample with the application called Keezy. It’s allow to create samples and to play live with it like show the video. TIC TAC will develop a Database of samples for the challenge : something like 1000 samples : piano sound / Tic Tac sound / rythmics /guitar …. In order to give the keys for the novice producers. After finishing their music, candidates can share it on their facebook page through the App. And the best one’s will receive presents according to the number of likes and share.
- Create one music of your choice with TIC TAC Sound Upload the music video on the new website only the music files on Tic Tac Facebook Page : (dedicated sections) Share the link of your music on your facebook page to incite your fans to go to vote #MusicTicTacChallenge Generate more likes as possible Tic Tac team select the best one’s and do a ranking according to the number of likes and share. The best candidates can win: 1-3 : BIG gift ( trip, car…) 4-10 : Gifts + Promotion 10-40 : TOP Tic Tac goodies
- Create one music of your choice with TIC TAC Sound Upload the music video on the new website only the music files on Tic Tac Facebook Page : (dedicated sections) Share the link of your music on your facebook page to incite your fans to go to vote #MusicTicTacChallenge Generate more likes as possible Tic Tac team select the best one’s and do a ranking according to the number of likes and share. The best candidates can win: 1-3 : Big promotion on the facebook page of Tic Tac and opportunities with record companies : labels + BIG gift ( trip, car…) 4-10 : Gifts + Promotion 10-40 : TOP Tic Tac goodies
- -> We think that Tic Tac need to be partner of a trendy event which will give to the brand a positive image and a way to promote cheaply new products. -> These events are booming and are adapted to the positioning of Tic Tac -> the new colors and flavors of Tic Tac are fun and after a run you have a need a freshness. -> The Color Run are a new fun way to participate to a running race. They are inspired by the Indian fests of Holi which celebrate the moment when winter ends and spring begins. -> You run 5 kilometers with a white T-Shirt (at the beginning) and every kilometer you have a “color zone” in which you throw a color. At the end every colors are thrown in the air. -> The Color Me Run was only parisian but is declining in every big city in France. -> In 2014, The Color Run were organized with more than two million runners. => With this partnership we think that people will associate Tic Tac with sport, freshness, fun etc… And at the cash desk they will choose Tic Tac TARGET : 18 – 25 years old
- Fresh air, fresh job 1. Targeting professional life 2. Mint flavor, the most fresh and professional for job-hunting 3. Cooperate with forums and universities 4. With Tic Tac Mint, more confidence and better job opportunities partnership with business forums : give samples to the participants so they have a good breath and that they match in their mind profesionnal moments with TIC TAC it’s always better to smell good of the mouth when you are looking for a job » slogan « with a fresh breath : put all the chances on your side » OLDER TARGET : 20-35 years old
- INCREASE TIC TAC « IN TOP OF MIND » WITH THE DISTRIBUTION OF SAMPLES DURING EVENTS (INCITE THE PURCHASE) OUR DIFFERENT COMPAIGNS WILL : INCREASE TIC TAC « IN TOP OF MIND » DEVELOPP THE TRAFFIC ON THE WEBSITE & THE FACEBOOK PAGE (NUMBER OF LIKES) STRENGHTEN ITS IMAGE ON ITS TARGET ( 18-35 )