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TKDO IT YOURSELF TOOLKITCONSUMER CENTRICPepsiCo Consumer Centric Team
July 2010
04 10 22INTRODUCTIONThe toolkit will focus on 4 key areas
Legend Consumer Connect Topics
Consumer Centric – So What? and What’s next?
MY DAILY LIFE AS A CONSUMERMingle at a Consumer Fair
Spend a day with Consumer Services
Prepare for Holiday
Explore the Habit
Peer pressure
The place to Be
Co-creation
At Home
Your product Alive & Kicking!
Picture this
HABITS ON THE SHOP FLOORInspiration from the shop floor
Be a real Spy
Shopping with the shopper
What’s new and happening at the shelf
Work a day as a Demonstration lady / man
Work a day in a Supermarket
Become a Shopper know-it-all
32 42 60THE ROLE OF BRANDS IN MY LIFEIn search of brand talk
User Generated Content
Brand stories
Get connected to your brand ambassadors
Get connected to Brand lovers of competitor
MY MEDIA USAGEI twitter, you twitter, we twitter…about brands
Expose Yourself
Not for Me
Get Inspired
Visit Hyves
Opinion Rules
See your colleague from a different perspective
Get to know your friends & family
The Battle of Advertisements
TIPS ‘N TRICKS
0401INTRODUCTIONThe toolkit will focus on 4 key areas
Legend Consumer Connect Topics
Consumer Centric – So What? and What’s next?
04 INTRODUCTION
DEAR MARKETEERS,When we were kids, the thing we liked best was playing outside. Looking for new things to play with,
other kids that knew new games or places to go to and to enjoy the different games that came with
the different seasons. Getting older comes with responsibilities. As a teen: less time outside,
more homework. As a student the world is getting as small as the nearest student union or pub
and than finally as a grown up adult you’re stuck in the office 40 hours/wk.
What a pleasure to be a marketer at PepsiCo!! Not only it is our job to work with the tastiest and most desirable products you could only dream of as a kid, it is also our job to be creative and play around with products, packaging and fun communication & engagement programs. The only watch out in this is that we’re so caught up in all these activities that we forget to keep looking outside. And that is where real life is going on, where we can discover new things that make us curious and stimulate our minds. That make us re-invent our way of working and replace old paradigms for new ideas. Absolutely essential for any marketer and absolutely essential if we want to re-invent our business and brands.
So let’s go outside and enjoy the fantastic program that the Consumer Centric team has developed for us. And let’s make it not only a program to attend, but a new way of working & watching!
Cindy TervoortMarketing Director Savoury Snacks
Karl BuiksMarketing Director Beverages & Cereals
CONGRATS!You are one of the happy few to take part in the unique Consumer Centric program! PepsiCo developed this special
program to make sure its marketers stay connected to their target groups. An important part of the program
lies in front of you, the Consumer Centric Toolkit. This toolkit will be your guide in getting to know your consumer.
It provides you easy ways to stay connected to your target group, whether you have a spare hour to spend
or a whole day. The legend placed under every activity will tell you if the activity needs preparation and how
and where you can do it. We have tried to make it as easy as possible for you to interact with your consumer
on a regular base.
After all, without your consumer, you wouldn’t be here right? We are hoping you will enjoy each session!
Happy reading!The Consumer Centric Team
PS: If you have any feedback for us, please do let us know!
06 INTRODUCTION
THE TOOLKIT WILL FOCUS ON 4 KEY AREASWe have selected consumer connect
topics in the following 4 areas:
■My daily life as a consumer
■Habits on the shop floor
■My media usage
■The role of brands in my life
Lots of influences on the consumer / shopper…
Media
Retail
Brands
Trends
Social environment
LEGEND CONSUMER CONNECT TOPICSFor each consumer connect topics you can discover practical details in the legend.
08 INTRODUCTION
Time consuming? Costs involved? (rough indication)
Outside the office
In the office Direct interaction with consumer
CONSUMER CENTRIC SO WHAT? AND WHAT’S NEXT? Each Consumer Centric Activity should assist you in your work and embed
how consumers think in your way of working.
Before embarking on a Consumer Centric journey, please pay special attention to the Tips ‘n Tricks Chapter.
Before or after each activity you might think “So what?” or “What’s next?”. For each chapter with activities you will therefore find some examples of goals and questions.
If possible you should do the activity with a colleague, compare notes afterwards or discuss them with your team.
Debrief with Consumer Insights: after the activity, organize a debrief session with your CI manager.
1002MY DAILY LIFE AS A CONSUMERMingle at a Consumer Fair
Spend a day with Consumer Services
Prepare for Holiday
Explore the Habit
Peer pressure
The place to Be
Co-creation
At Home
Your product Alive & Kicking!
Picture this
10 MY DAILY LIFE AS A CONSUMER
MY DAILY LIFE AS A CONSUMERSo What? ➔ why do an activity from the Consumer chapter?
Consumer based activities may give you answers on questions like…
What are key reasons for product and brand usage?
How are consumers influenced by others in their opinions on brands?
What can you learn from habits people have at home?
What does my real consumer look like?
What’s next? ➔ what should you do with results of an activity from the Consumer chapter?
Can you use your learnings to come up with new ideas for activation?
Think about peoples beliefs and values, how can you embed these in your brand personality?
Visualize and actualize your target group, use this for advertising / media briefings.
What impact can you describe for brand visibility, consumer influences and the role of your product?
MINGLE AT A CONSUMER FAIRWHAT
Visit one of the many consumer fairs that are being organized throughout the year (for example: HHbeurs, Libelle Zomerweek, ANWB Kampeerdagen etc.).
Goal is to observe different types of consumers and see how various topics relate to their lifestyle and attitudes.
HOW
Observe consumers at the fair and see what they are like, who they are with, what they are doing and how they interact with the brands and topics that are being displayed at the fair.
If possible, try to mingle and make a short conversation with a consumer. Find out their motivation for attending the
NEEDED
Ask your media agency (or media manager) if any free tickets to a fair area available. Visit at least one fair per year.
12 MY DAILY LIFE AS A CONSUMER
3 hr. € 0
SPEND A DAY WITH CONSUMER SERVICES
WHAT
Ask your consumer services department to join them during work hours.
Find out why consumers are contacting your organization and explore how consumers talk about your brand or product.
HOW
Contact consumer services and ask them to spend a couple of hours with them. Explain your motivation and goal.
Listen to how they interact with consumers who are calling.
Learn from their experience.
Try to be on the phone yourself and find out what is bothering consumers.
Also take a look at letters and e-mails that consumers have send to your
company and identify possible brand lovers and haters.
NEEDED
Ask your media agency (or media manager) if any free tickets to a fair area available. Visit at least one fair per year.
3 hr. € 0
2203HABITS ON THE SHOP FLOORInspiration from the shop floor
Be a real Spy
Shopping with the shopper
What’s new and happening at the shelf
Work a day as a Demonstration lady / man
Work a day in a Supermarket
Become a Shopper know-it-all
22 HABITS ON THE SHOP FLOOR
HABITS ON THE SHOP FLOORSo What? ➔ why do an activity from the Shopper chapter?
Shopper based activities may give you answers on questions like… How does my consumer behave on the shop floor?
Are decisions being made in-store?
How can I get inspired by NPDs on the shelf?
What’s next? ➔ what should you do with results of an activity from the Shopper chapter?
Think about implications for shelf visibility, shelf design, and in-store routing.
Explore what you can do with new products, new designs, other types of in-store promotion.
Find similarities and differences with completely other categories than your own.
Also discuss your learnings with sales, your category manager and your retail marketing manager.
3204MY MEDIA USAGEI twitter, you twitter, we twitter…about brands
Expose Yourself
Not for Me
Get Inspired
Visit Hyves
Opinion Rules
See your colleague from a different perspective
Get to know your friends & family
The Battle of Advertisements
32 MY MEDIA USAGE
MY MEDIA USAGESo What? ➔ why do an activity from the Media chapter?
Media based activities may give you answers on questions like… How do media influence my target group?
How do people talk about my brand?
In what way can I get inspired by advertising?
What’s next? ➔ what should you do with results of an activity from the Media chapter?
What can you do for your brand to enhance your social media activities?
And what can you learn form brands that already have a strong foothold in social media?
How can you enhance your brands’ online presence?
Can you use your learnings in your advertising / media brief?
Share what you have seen and heard with the media manager.
4205THE ROLE OF BRANDS IN MY LIFEIn search of brand talk
User Generated Content
Brand stories
Get connected to your brand ambassadors
Get connected to Brand lovers of competitor
42 THE ROLE OF BRANDS IN MY LIFE
THE ROLE OF BRANDS IN MY LIFESo What? ➔ why do an activity from the Branding chapter?
Branding based activities may give you answers on questions like… How important are brands in the life of my target group?
What can I learn from competitive brands?
How are people talking about my brand?
What’s next? ➔ what should you do with results of an activity from the Branding chapter?
Verify your brand values to how consumers perceive your brand.
Think about the accuracy of your brand values and image.
Think about the meaning of your brand. How can you use this in advertising briefings?
What makes a brand a strong brand? Use learnings from your competition.