Performed in-depth analysis on the Johnnie Walker brand to understand its current customer base and marketing strategy. We evaluated the strengths and weaknesses of the brands positioning and posed several solutions to strengthen the brand image, increase brand awareness, and enhance brand perception to create higher sustainability.
In the two decades that Y&Rās BrandAssetĀ® Valuator (BAVĀ®) - the worldās largest database of brand perceptions - has studied the brandscape, brands have become 200% less distinct from one another. Marketers must work harder than ever in order to make their brands stand out. But how? By studying thousands of brands - from the most iconic to the most commoditized - we found that breakaway brands have an inherent tension that makes them irresistible. We call this BRAND TENSITYĀ®
Integrated marketing commuinication plan an IMC plan Ahmed Hazzaa
Ā
An IMC plan presentation for an Egyptian company called Kaha faced a development crisis during the 90's in this presentation providing a new design for the packaging and new target segment among the youth in the Egyptian society and new form of distribution
This was an advertising campaign for Tazo bottled iced tea and the project was created my Sophomore year. Our target markets were 18- 26 and 27-34 year old women. Adobe Photoshop, Indesign, and Qualtrics were used for this project.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brandās reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brandās soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Performed in-depth analysis on the Johnnie Walker brand to understand its current customer base and marketing strategy. We evaluated the strengths and weaknesses of the brands positioning and posed several solutions to strengthen the brand image, increase brand awareness, and enhance brand perception to create higher sustainability.
In the two decades that Y&Rās BrandAssetĀ® Valuator (BAVĀ®) - the worldās largest database of brand perceptions - has studied the brandscape, brands have become 200% less distinct from one another. Marketers must work harder than ever in order to make their brands stand out. But how? By studying thousands of brands - from the most iconic to the most commoditized - we found that breakaway brands have an inherent tension that makes them irresistible. We call this BRAND TENSITYĀ®
Integrated marketing commuinication plan an IMC plan Ahmed Hazzaa
Ā
An IMC plan presentation for an Egyptian company called Kaha faced a development crisis during the 90's in this presentation providing a new design for the packaging and new target segment among the youth in the Egyptian society and new form of distribution
This was an advertising campaign for Tazo bottled iced tea and the project was created my Sophomore year. Our target markets were 18- 26 and 27-34 year old women. Adobe Photoshop, Indesign, and Qualtrics were used for this project.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brandās reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brandās soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Millward Brown Egypt - Meaningfully Different BrandsKantar
Ā
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
The final project for my Advertising class was to create a yearlong ad campaign for a company of our group's choosing. My teammates and I picked to represent Nutella. Attached is the full campaign book that I designed using Adobe Photoshop.
Nutella is the original Hazelnut spread. Ferrero Group, Nutellaās parent company, was established in 1946. The mission of this advertising campaign is to promote Nutella as a quick and tasty meal solution for families. Our big idea, āDelightfully simple. Irresistibly easy.āemphasizes that idea, which is important because we want to reach our primary target audience of mothers between the ages 6 to 16. Our agency, rAdvertising Group, utilized print, television, and online ads, in addition to a number of brand activation methods in order to appeal Nutella to the those target demographics.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
CASE STUDY - 'MAGNUM ICE CREAM' by Sharad Dhuliya, J Prateek Kundu and Mukul ...Sharad Dhuliya
Ā
The presentation will take you through case study with the prospective of Digital Marketing and visual psychie related to the visual advertisments by the brand.
This presentation of case study was made by the above stated group members as a part of assignment submission at Bridge School of Management, Gurgaon.
The examples and visuals quoted here are taken from various sources of internet and not produced by self.
This is for educational purpose only and shall not be published with authority before taking permissions from various sources used in the presentation.
How to design a Media Plan Project? It is easy to do it just with having a look at this Advertising Media Plan for Axe deodorant. It is a class project so feel free to share and download it. Just for educational purpose! Fall 2012. Coautors: Al CF, Leslie Montalbano, Clemence Paul and Jerron Granberry. University of North Florida
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Millward Brown Egypt - Meaningfully Different BrandsKantar
Ā
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
The final project for my Advertising class was to create a yearlong ad campaign for a company of our group's choosing. My teammates and I picked to represent Nutella. Attached is the full campaign book that I designed using Adobe Photoshop.
Nutella is the original Hazelnut spread. Ferrero Group, Nutellaās parent company, was established in 1946. The mission of this advertising campaign is to promote Nutella as a quick and tasty meal solution for families. Our big idea, āDelightfully simple. Irresistibly easy.āemphasizes that idea, which is important because we want to reach our primary target audience of mothers between the ages 6 to 16. Our agency, rAdvertising Group, utilized print, television, and online ads, in addition to a number of brand activation methods in order to appeal Nutella to the those target demographics.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
CASE STUDY - 'MAGNUM ICE CREAM' by Sharad Dhuliya, J Prateek Kundu and Mukul ...Sharad Dhuliya
Ā
The presentation will take you through case study with the prospective of Digital Marketing and visual psychie related to the visual advertisments by the brand.
This presentation of case study was made by the above stated group members as a part of assignment submission at Bridge School of Management, Gurgaon.
The examples and visuals quoted here are taken from various sources of internet and not produced by self.
This is for educational purpose only and shall not be published with authority before taking permissions from various sources used in the presentation.
How to design a Media Plan Project? It is easy to do it just with having a look at this Advertising Media Plan for Axe deodorant. It is a class project so feel free to share and download it. Just for educational purpose! Fall 2012. Coautors: Al CF, Leslie Montalbano, Clemence Paul and Jerron Granberry. University of North Florida
Trident is an architectural marvel.
The unique shape is a technological spectacle that is poised to enthrall South Mumbai.
James Law an Architect of International repute is the brain behind Trident.
This gravity defying feat is not only at the pinnacle of creative aspirations but also equally fascinating in its offering.
Trident is an evidence to the pursuit of creativity.
Tower A ā 62 floors each floor 6 flats.
Tower B ā 54 floors each floor 5 flats.
Digital Marketing Management: Brand/Agency PartnershipMark Congiusta
Ā
Digital Marketing Management: Brand/Agency Partnership
Lecture slides for a class I taught in the Graduate Certificate in Digital Marketing program at Dublin City University, winter session 2011-12. The lectures were broken down into 4 parts:
1. Digital Marketing Management Basics - Building a foundation upon which to base all digital marketing activities including common pitfalls and often overlooked opportunities.
2. The Brand/Agency Partnership - How brands should identify the best agencies to partner with for their marketing endeavors and how agencies can compete and win in a crowded digital space.
3. User and Customer Experience - Using a user-centric methodology for designing marketing engagement activities and campaigns.
4. Targeting, Measurement and ROI - How to identify, plan, engage, track and iterate marketing campaigns using data and insight.
Presentation for Experiential Marketing Heuristics. Notes to come, which is really where our best content is. Our heuristics are explicitly designed for websites of cultural institutions or other non-profit websites that are looking (and we condone!) to implement these strategies.
We owe a lot to Berndt Schmitt, David Armano, Matt Webb for this presentation, and recommend them for much, much more in-depth conversation here.
The purpose of a business-education partnership is to link independent filmmakers who need high quality graphic design and marketing design with talented senior visual communications students. Such a partnership is a win-win for filmmakers who need graphics that well-represent their project to investors, distributors and potential cast and crew; to students who need real-world professional experience, portfolio pieces, and recommendations; and to universities and technical schools who want to keep their students motivated and prepared for the job market. Included in this presentation are some of the successful winning student designs, and projects from class assignments. Valerie Michele Oliver (Art Director and Educator) arranged and facilitated partnerships with education institutions for class, or individual independent study.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
How to Implement a Real Estate CRM SoftwareSalesTown
Ā
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Ā
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
Ā
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Understanding User Needs and Satisfying ThemAggregage
Ā
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
ā¢ Introduce a taxonomy for user goals with real world examples
ā¢ Present the Onion Diagram, a tool for contextualizing task-level goals
ā¢ Illustrate how customer journey maps capture activity-level and task-level goals
ā¢ Demonstrate the best approach to selection and prioritization of user-goals to address
ā¢ Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujaratās DholeraAvirahi City Dholera
Ā
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isnāt just any project; itās a potential game changer for Indiaās chipmaking aspirations and a boon for investors seeking promisingĀ residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Ā
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.š¤Æ
We will dig deeper into:
1. How to capture video testimonials that convert from your audience š„
2. How to leverage your testimonials to boost your sales š²
3. How you can capture more CRM data to understand your audience better through video testimonials. š
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
Ā
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Å tancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
Ā
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
buy old yahoo accounts buy yahoo accountsSusan Laney
Ā
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
10. āI like the way all the bits of gum are lined
āThe pack is cool, it up, it makes it feel a little bit specialā
really jumps out at youā
āI like the writing on the pack, its
funny and pretty randomā
10
20. WRIGLEY
ā¢ Wrigley remains the worldās largest gum manufacturer
and stands out in the market as category leader with a
total market share of 83 percent in the UK
ā¢ Wrigley, as quasi-monopolist, virtually formed its own
categories
ā¢ Wrigleyās Extra has become the most recognised
chewing
gum in the market
20
Source: Marketingmagazine.co.uk/2010
21. ā¢ Extra is the most valuable brand within the Wrigley
product portfolio and had sales of Ā£153.9m in 2009,
while its Airwaves variant was worth Ā£30.9m
ā¢ With the introduction of 5, Wrigley launched a new
sophisticated, stylish and adult feeling product;
targeting teens and young adults
21
Source: Marketingmagazine.co.uk/2010
22. In comparison:
ā¢ Trident had sales of Ā£19.1m in 2009 and holds 15 percent
market share in the UK
ā¢ Since the UK launch of Trident (2007) sales plummeted
from Ā£26.2m in 2008 to Ā£19.1m in 2009
22
Source: Marketingmagazine.co.uk/2010
25. Mints and chewing gum are aimed at the same targets
Consumers tend to choose gum for its functional uses:
refreshment and breath freshening
A number of mint products now target the breath-
freshening and oral health care market;
sugar-free ranges offer a healthier option
25
Source: Key Note Confectionery 2010
30. COMMUNICATION SOCIETY
Society is more demanding
MEDIA CONSUMER
30
31. Men and women consume chewing gum and mints nearly similarly
Consumption by sex in percent
Chewing gum; Mints
61.3
54.6
47.4
44.3
Women Men
31
Source: Key Note Confectionery 2010
32. Consumption by age in percent
Chewing gum; Mints
75.9
58.5 63.3
16.4
15-19 20-24 25-34 35-44 45-54 55-64 65+
Mints users tend to have an older age profile in comparison to chewing gum
32
Source: Key Note Confectionery 2010
33. BENEFITS OF CHEWING GUM: INTERNAL
Gumsā¦
ā¢ releasenervous energy and provide an
outlet for frustration and irritation
ā¢ helpto focus and concentrate
ā¢ helpto ease stress, tension and to
improve mood
ā¢ increaseblood flow to the brain, influence
brain activity positively
33
Source: Gumlink.com/2010
34. In todayās world of multi-tasking, lack of concentration
and increased stress are challenges that most people face
People chew gum to relieve
boredom and
tension, refreshment and breath freshening
34
Source: FRC Research Corporation/ 2006
35. āChewing gum is a great way
to help me to feel more relaxed.ā
28%
15%
Teens
Adults
I need to relax after a busy
day to get new energy and
ideas.
35
Source: FRC Research Corporation/ 2006
36. āWhen I am tense or
excited, chewing gum helps calm
downā
26%
15%
Teens
Adults
I like challenges and experiencing new things.
36
Source: FRC Research Corporation/ 2006
38. Consumers choose their gum in
less than eight
seconds, highlighting the
impulsive nature of this product
and the importance of loyalty to
specific
brands and flavours.
Consumer buy what they usually
know or what catches their eye
at the counter.
38
Source: Key Note Confectionery 2010
39. Consumers choose their gum in
less than eight
seconds, highlighting the
impulsive nature of this product
and the importance of loyalty to
specific
brands and flavours.
Consumer buy what they usually
know or what catches their eye
at the counter.
39
Source: Key Note Confectionery 2010
40. COMMUNICATION SOCIETY
Society is more demanding
MEDIA CONSUMER
People need orientation
40
41. Different age groups prefer different media
15-24 25-44 45+
41
Source: TouchPoints3 Experience 2010
42. Daily media consumption in percent
1
4
19
TV
50
Radio
Internet
26 Newspaper
Magazine
42
Source: TouchPoints3 Experience 2010
43. TV reaches most people is the most used
media, however, out-of-home has a similar
reach.
43
Source: TouchPoints3 Experience 2010
44. COMMUNICATION SOCIETY
Society is more demanding
MARKETING CONSUMER
TV is main media People need orientation
44
46. Promoting the health
aspect dominates the
communication
Positioning in percent
Heath (Passive)
3 8 Heath (Active)
7
9 Age
54
Convenience
19
Pleasure
Others
46
Source:Innova Market Insights 2009
47. Promoting the health
aspect dominates the
communication
Positioning in percent
Heath (Passive)
3 8 Heath (Active)
7
9 Age
54
Convenience
19
Pleasure
Others
47
Source:Innova Market Insights 2009
48. āKeep your mouth extra cleanā āHelp to fight the plaque you canāt
seeā
48
49. āStimulate your Sensesā āKick up a Gearā
Communicate Lifestyle. For people who like cutting-edge lifestyle
products and the ultimate experience.
49
50. āThe original Fruit Gumā āItās Fun believablebubbleā āDouble
the Funā
50
51. COMMUNICATION SOCIETY
Communication satisfies
different needs and wants Society is more demanding
Society is more demanding
MARKETING CONSUMER
TV is main media People need orientation
51
52. To Sum Up
ā ā ā
Demand for Too many
sugar People are products Health aspect
free, healthy more crossing dominates the
products sophisticated consumerās way marketing
52
53. THE PROBLEM
The market is highly competitive and not just Wrigley can be seen as
competitor, also the mint category must be taken notice of
Wrigley, as category leader, covers every single need with its product
portfolio in the gum market and constitutes Tridentās biggest competitor
Tridentās positioning as a āpleasurable gumā is unique indeed, but does
not cover consumersā needs and wants
Tridentās positioning over flavour and taste covers just 10 percent of
the market and is therefore not strong enough to compete against
Wrigleyās product portfolio, as the main potential can be found in the
functional category
53
60. Chewing Gum Benefits
Traditionally, chewing gum benefits can be found in two
ābenefit areasā. On the one hand, gums offer functional
benefits, i.e. they whiten your teeth, freshen your breath
or offer general oral care.
The functional sector covers 73 percent of the overall
market.
On the other hand, gums also offer fun/ pleasure
benefits. The chewing experience takes centre stage.
To name a few, tropical flavours or the easy use are
typical āfun benefitsā.
Source: Group Nymphenburg
60
62. Tridentās Current Positioning
Currently, the Trident brand is positioned in
the fun/ pleasure category and does not cover
the functional sector.
The package design, the latest marketing
activities, the claim āpleasurable chewā as well
as the flavours support this positioning.
Source: Group Nymphenburg
62
63. In order to cover the whole gum market and to
compete against Wrigley it is necessary for Trident to be on
the spot in both ābenefit areasā
To achieve this goal, Trident needs to set foot in the
functional category
As a consequence, the functional category that already
exists in the US will be launched in the UK
63
64. Launch of Trident White and Xtra Care in the UK
In order to become a serious competitor, the
launch of functional gums in the UK is an
absolute necessity for Trident
Trident White and Xtra Care enable the brand
to target the functional gum category
Tridentās āfun product portfolioā is already quite
successful in the UK, therefore there is no
need for modification (WĆ¼rde das
andersformulierenoderrauslassen,
oderwarumsonstmachenwireinenrelaunchwen
nalles super ist?, kƶnntenenangriffspunktsein)
64
65. Trident goes into the functional category
Source: Group Nymphenburg
65
66. Trident goes into the functional category
Source: Group Nymphenburg
66
68. In order to differentiate the Trident brand from its main
competitor a new
positioning is necessary that goes
beyond traditional chewing gum benefits
The new brand positioning will span over the whole
product portfolio, i.e.over the fun and functional
category, and will concurrently exploit a gap in the
market
The positioning will be linked to the overall brand
and not to particular products
68
71. āAchieve Your Little Goalsā
The new Trident positioning will be established and communicated in
order to position the brand and occupy a distinct position in the
minds of consumers
The positioning is based on the well-known fact that chewing
stimulates brain activity and helps to improve concentration and
creativity, plus the factor that it takes care of the consumerās teeth
Both categories will be communicated under this new positioning
The campaign aims at establishing the Trident brand and not
particular products in the consumersā choice set
71
76. Business Objectives
Key goals:
ā¢ Compete against Wrigley and establish Trident as a serious
competitor
ā¢ Successfully re-launch and re-position the brand
ā¢ Successfully introduce a full product portfolio
ā¢ Occupy a strong position in the market
ā¢ Adapt a promising course for the future
76
77. Marketing Objectives*
ā¢ Increase annual sales by 32 percent within two years (CAGR of
15 percent; 10 percent attributed to the functional category, 5
percent to the fun category)
ā¢ Gain market share in the functional category of 5 percent in
2012
ā¢ Slightly increase market share in the fun category (+ 10
percent) by 2012
ā¢ Permanently establish Trident as the No. 2 gum brand
ā¢ Increase general awareness of the Trident brand among the
target audience by 30 percent in 2011
* UK
77
78. Marketing Communications Objectives
Communication should affect the mind of current and potential
consumers in the following ways:
ā¢ Make people aware of the re-launched Trident brand
ā¢ Create awareness for and make consumers interested in
Trident
ā¢ Determine Trident as the gum brand to choose and distinctively
position in the consumersā minds
ā¢ Reinforce the Trident brand image
ā¢ Make consumers understand what the new Trident is all about
78
80. Overall Campaign Objectives
Decision
Choice set
The campaign is aimed at creating awareness for the new Trident brand.
In the long term, consumers shall consider Trident a good alternative to
Consideration set
Wrigley and finally think of Trident as their first choice.
Awareness set
Total set
80
82. It isnāt the big pleasures that
count the most;
Itās making a great deal out of
the little things.
- Jean Webster -
82
83. Success and happiness in life is founded
upon attention to the small
things,i.e. those every day things and
challenges that are nearest to us.
83
84. Lifeās Little Challenges
Life is full of little challenges one is facing every day
It is not about life and death. Not meeting these challenges is not the end
of the world, however, a success results in a moment of personal
happiness and satisfaction
A moment of clarity, i.e. the ālight bulb momentā, that illuminates the mind
plays a decisive role
āLight bulb momentsā are precious. They can happen at any age, any time
and they come and go. āLight bulb momentsā always lead to one thing:
change
84
85. The Light Bulb Momentā¦is about achieving an idea and a
sudden boost of inspiration
85
86. The Light Bulb Momentā¦ provides extra energy and creativity and
leads to the āfinal answerā or the āmissing pieceā
86
87. The Light Bulb Momentā¦ describes the moment where one is just
one āclickā away from discovering something new
87
88. The Light Bulb Momentā¦ opens new paths and guides into new
directions
88
89. The Light Bulb Momentā¦ embodies an individual āmoment of
geniusā and is particularly for the person concerned of special meaning
89
90. The Light Bulb Momentā¦ is the moment when the clarity of thought
becomes so intense that one realises that something āspecialā is possible
90
91. The light bulb moment embodies
a little bit of magic
since it comes out of the blue,
unexpected and surprisingly.
91
94. Tickā¦ Tickā¦ Click!
Is directly related to the fact that chewing gum stimulates brain activity
and expresses it in a modern way as well as is actively connected to the
Trident brand
Reflects a typical situation everybody is facing all the time
Is about a process of thinking where people try to solve a problem, even if
little, followed by a moment of enlightenment, i.e. the light bulb moment
The sub-slogan āDiscover Your Trident Momentā additionally supports this
while helping to establish the brandās new brand positioning
94
95. The light
Problem Thinking
bulb Personal
occurrence process moment satisfaction
Tickā¦ Tickā¦ Click! Discover
Your
Moment
95
96. Trident helps to get over lifeās little challenges
Trident gum will be portrayed as the ālittle helperā that helps to clear lifeās
little hurdles
It is not only about increasing concentration and striking on an idea. It is
about discovering a personal moment of happiness and satisfaction, i.e.
āYour Trident momentā
The campaignās message will be conveyed in a humorous way. Situations
will be shown where normal people discover their individual and perfect
solution to typical challenges of everyday life
96
97. Everyday challenges of:
Caitlin & Andrew &
The Crew Julie
The College The
Clique Anderson
97
99. TV Print Ambient Media
POP Online Out of Home
Sales
PR Sponsorship
Promotion
99
100. Media choice
By using a variety of communication tools the campaign seeks to address
the whole range of potential consumers, old or young
Mass media will ensure that the re-launched brand will generally find a
sympathetic ear and a maximum amount of attention
More targeted media will guarantee that Trident permanently occupies an
important place in the consumers choice
One comes across lifeās little challenges anytime and anywhere. Hence, it
is always time for a āTrident momentā. What matters is that the campaign
message and the new Trident brand reaches the ārightā consumers
100
101. Not sureif Ann
meine m
pfeilen, hab e
beim zwei
Media choice Sponsorship begriffen
PR
meinst..aberi
gut, vielleic
Online
man d
Sales Promotion nenbissloffen
Out of Home
machen, wenn
Awareness Consideratio Decision ega
Choice Set
Total set Set n
Set
-Awareness- -Interest- -Desire- -Purchase-
TV
Point of Purchase
Ambient
In order to equally target potential consumers as well as existing consumers and
to take account of the buying decision making process the media mix is geared to
cover all stages of this process.
101
102. Integration across all media guarantees a
consistent look and feel and a consistent brand
experience across all brand touch points.
In addition, synergy between various marketing
disciplines can be created.
102
103. The Campaign
The campaign uses everyday situations to suggest an everyday
challenge, but the outcome is always something humorous and
unexpected.
It works because the idea or the āClick momentā works for that individual
but might not work to anyone else (Sounds a bit funny, would change the
sentence)
The positioning somehow needs to relate to both categories, i.e. the fun
and the functional category
āFunctionā will be communicated by suggesting that Trident helps the
consumer to reach his/her āClick momentā
The campaign will incorporated āfunā by the use of humour with the
adverts
The āClick momentā is always unique and personal for the characters
within the adverts. Therefore the outcome shows a glimpse of their
humour and character 103
104. TV commercial ā 15 sec
TV spots on major TV channels will help to introduce the new Trident
brand and to easily convey the campaign message
Six TV commercials, i.e. six different scenarios, will be produced. All of
them will show typical challenges of everyday life. Each scenario will be
targeted at a specific age group. The āTrident Momentā, i.e. the charactersā
individual solution to their challenge, will take centre stage
TV spots will also be shown on the āYour Trident Momentsā YouTube
channel, the Facebook page and the Trident website
104
105. TV commercial ā āGregā just to giveoneexample
Greg is sitting in front of three people in an interview. One of the interviewers asks
himā¦
āSo what would you The next few sec. Tickā¦ Tickā¦ Click! Gregās funny idea is to take
consider your Greg is struggling to word strength a little bit literally and pulls of his
greatest strength?ā find the right answer shirt to flex his muscles. The interviewers look
as he knows it impresses and burst out laughing. This is Gregās
needs needs to be Trident moment, his unique way of leaving an
unique to impress impression.
the bosses
The last thing you see is the Trident logo and a voice over saying āDiscover Your Trident
Momentā
105
107. Social Grade for targeting the right and reliable TA for Trident
campaign as per TV channels we will select. This are the Top 5
best channel across UK with millions of viewer
108. Do we need to
The mentionTV ishows
specifically
Best But think
shows?
of top 5 TV channel with millions
will b reliable and viewers I donāt know can we place our
effectful advert in BBC 1 & 2 have best show
TV Channel Shows Time (Mon ā Fri) Viewer (000)ā
BBC One East Enders 20:00 9283
BBC One What Do You Think 21:00 5972
what you are?
BBC One 10ā0 News 22:00 4950
Channel 4 Big Brother 22:35 3042
BBC Two Top Gear 21:31 (sun) 5089
BBC Two Athletes 18:04 3624
BBC Two Dragon Den 21:02 3022
FIVE CSI MIAMI 21:02 2624
FIVE Neighbours 17:30 1452
Five Film 21:35 1351
BARB, 2010
109. Print ads
Magazine and newspaper ads will provide the opportunity to reach a mass
audience and to effectively deliver the campaign message
Ads in nationwide newspapers will support the Tickā¦ tickā¦ Click!
campaign at the beginning of the campaign
Later, advertisements will run in more targeted weekly and monthly
magazines
Print ads will deliver a clear understanding of Tridentās new positioning
and will, amongst others, run in the following newspapers and magazines
are:
109
110. Print Magazine
Top Trident TA Resonance for considering best among others with the quality
buying content and generating higher revenue from adverts
behaviour mag
Top Gear UK highest selling CAR magazine
Vogue Lifestyle Magazine
TV Choice One of the highest selling TV magazine Y-O-Y
Menās Health Menās best magazine
Vanity Fair Specially mean Hollywood fans and Womenās lifestyle, fashion
ELLE Womenās highest purchasing mag
Cosmopolitan Lifestyle and everything stuff
FHM Sexy, fun, gadgets, sports and extra
Audit Bureau Circulation (ABC) report card, 2010
111. National Morning Quality content Newspaper
circulation
ā¢ Daily Telegraph 678,391
ā¢ Financial Times 378,497
ā¢ The Guardian 277,246
ā¢ The Independent 183,975
ā¢ The Scotsman 42,850
ā¢ The Times 502,588
Average circulation 2,115,729
Source: ABC, 2010
113. Out-of-Home
Out-of-Home activities present further brand touch points and ensure that
the new Trident message will be adequately delivered
For this purpose, billboards and posters will be put into use in crowded
areas around major UK cities as well as in the London underground
Out-of-Home advertising will help to grab the publicās attention and to
convey the campaign message outdoors
Just like print ads, billboards and poster will show typical scenarios of day-
to-day life
āLight bulb momentsā can occur anywhere and anytime. Hence, the focus
is on highly frequented areas in order to effectively convey the campaign
message
113
116. Online
Online activities offer the opportunity to cost effectively spread the new
Trident message, to reinvigorate the brand and to create a dynamic, one-to-
one dialogue with current and potential consumers
All online activities will be matched in a way that they strengthen the Trident
brand as they constitute an interactive and experiential brand touch point
The Trident website and Facebook page will be updated and matched to the
look and feel of the campaign
A YouTube channel (āYour Trident Momentsā) will be launched. Thereby
customers will be actively involved by showing/ uploading their own āTrident
momentsā
Online banners supplementary support the campaign
116
120. Sales Promotion / Point-of-Purchase (POP)
Sales Promotion (SP) and POP activities will be used in order to affect the
later stages of the customersā buying process and thereby generate trials
or increase usage
SP, a cost-effective, below-the-line tool, will be applied in the form of a
competition. Prizes can be won that are related to the Trident theme, e.g.
trips to discover some of the greatest light bulb moments in the history of
mankind (e.g. the Louvre in Paris) or āSnap Lampsā (sound sensitive
lamps that can be switched on by snapping the fingers)
The importance of the POP, with regard to low-involvement FMCG in
particular, will be taken into account. Displays at the checkout counter or
in the aisles will be matched to the look and feel of the campaign in order
to ensure consistency and the achievement of the campaignās objectives
120
122. Ambient Media ā The āClick Tunnelā
Ambient media is used, in conjunction with the marketing mix, in order to
effectively push the brand message in a highly interactive and exiting way
The ambient media activity will create a ābuzzā while generating publicity in
the form of PR to gain comprehensive media coverage
Pedestrians will enter the āClick Tunnelā at 2min intervals. As they walk the
tunnel will be dark, but as they click their fingers lights will turn on. Posters
containing short audio text will then play. The text and imagery will be those
of great inventors, scientists, artists and so on that have on thing in
common: they all had at least one great āClick momentā
The āClick Tunnelā will be presented in major cities. It allows Trident to
interact with consumers. The tunnel will enable them to discover the
greatest āClick momentsā of mankind while making them curious about the
new campaign
122
125. Sponsorship
Sponsorship ofāGood Ideas Salonāwill help to achieve Tridentās
communications objectives
The event looks to reward candidates for progressive thinking
Sponsorship activities will increase awareness and enhance the image of
the new Trident brand. In addition, it will engage the target audience in a
relaxed atmosphere of goodwill and also create a dialogue with them
The sponsorship ofāGood Ideas Salonāwill help to rebuild and reposition
the Trident brand image through the associations of the actual event. In
addition, there is a firm link between the theme of the event, Tridentās new
positioning and the ālight bulb momentā
The sponsorship also enables sampling activities
125
127. PR
Press releases should include in no more than one
PR activities will help to create an environment inthe five it is easier to
to two pages which W's and an H:āØWHO is
market the new Trident brand involved āØWHAT happened āØWHEN did it happen
āØWHERE did it happen āØWHY or HOW did it
happen.
Press releases about the Ambient Media activities/ publicity stunts as well
as about the sponsorship will be distributed to the right editors at the right
time in order to support the overall campaign objectives
PR activities, first and foremost, will be used to credibly and cost-
effectively raise visibility for the re-launched Trident brand and motto
(corporate PR)
127
129. Time schedule - Time period: September 2010 ā August 2011
Press releases send out in August to inform the press, media, retail about the new
campaign and Tridentās product re-launch start in September 2010
Campaign kick-off start in September with TV commercial (15 sec) and reminder (5
sec), as TV is different from all other media in that it demands visual presentation and
can deliver a strong emotional message to the mass audience.
Print in magazines, out-of-home media, online activities and sales promotion will
support the campaign.
The POP will used to attract the customers over the whole campaign period via new
packaging, displays and instore promotions
129
130. Time schedule*
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
2010 2010 2010 2010 2010 2011 2011 2011 2011 2011 2011 2011 2011
TV XXX XXX XXX
X X X
Print XX XXX XX XX XXX XXX
X X X
Out-of-home
XX XX XX XX XXX XXX
Ambient X X
Online X
Sales Promotion XXX XXX XX XX XXX XXX
X X X X
POP
XXX XXX XXX XXX
X X X X
PR
XXX XXX XXX XXX XXX XXX XXX XXX XXX XXX XXX XXX
Sponsorship X X X X X X X X X X X X
XXX XXX XX XX XXX XXX
X X X X
XXX
X
* Thereis a detailedschedule in theappendix
130
132. Field Position Total
TV 15 sec Ā£ 2,430,000
Ā£ 368,000
POP/ Sales Promotion Supermarket and Bars
Ā£ 1,190,760
Out-of-home + Ambient Billboards, Banner
Ā£ 643,800
Online Websites and widgets
Mobile i-Phone appl Ā£ 10,000
Ā£ 50,000
PR PR press release
Sponsorship Good Idea Salon Ā£ 1,523,000
Cinema 15 sec spots Ā£ 272,500
Print Magazine + Newspaper Ā£ 680,833
Ā£ 7,168,893
Ā£ 1,792,224
Ā£ 8,961,117
Including 25% agency fee, production
* There is a detailed budget plan in the appendix
132
133. Budget allocation
0.5%
7%
TV
Cinema
22%
44% Print
Online
Out-of-home
12% Mobile
POP
10% 5%
133