Content Content

Situation analysisSituation analysis

MarketMarket

Casual dining has had a growth of 4%

1/3 of all money spent on food is spent eating out

Eating out in England has become a social trend

Pizza is the main casual dining sector

Women decision makers

JWT 2013 trends

Casual dining has had a growth of 4%

1/3 of all money spent on food is spent eating out

Eating out in England has become a social trend

Pizza is the main casual dining sector

Women decision makers

JWT 2013 trends

Mintel, 2011; JWT, 2012Mintel, 2011; JWT, 2012

CompetitorCompetitor

Wagamumas one of the fastest growing restaurants in the UK

‘Cool’ brands 2012

Pizza Hut and Pizza Express

Wagamumas one of the fastest growing restaurants in the UK

‘Cool’ brands 2012

Pizza Hut and Pizza Express

OccasionalsOccasionals

Families

Foodies

Fans of restaurants

Families

Foodies

Fans of restaurants

Experience or Food?

Experience or Food?

Occasionals Occasionals

QuickTime™ and a decompressor

are needed to see this picture.

Expectancy-value modelExpectancy-value model

Smetana, 1980Smetana, 1980

who we spoke towho we spoke to

Keri Keri Peter Peter

who we spoke towho we spoke to

Lucy Lucy Beth Beth

who we spoke towho we spoke to

Nationwide

Difference in UK food expenditure

Nationwide

Difference in UK food expenditure

dichter: motivational researchdichter: motivational research

Structured in-depth interview

Structured in-depth interview

Independent restaurants

Negative experiences

Fast food perception

Friends and family

Emotional experiences

Structured in-depth interview

Structured in-depth interview

Independent restaurants

Negative experiences

Fast food perception

Friends and family

Emotional experiences Stern, 2004Stern, 2004

Brand Positioning Brand Positioning

Benefits - spontaneity, efficient, satisfied and quality

Values -familiarity, heritage, quality and convenience

Reasons to believe - Sunday Times award, aesthetics, menu, celebrity following

Benefits - spontaneity, efficient, satisfied and quality

Values -familiarity, heritage, quality and convenience

Reasons to believe - Sunday Times award, aesthetics, menu, celebrity following

“The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives’” (BrandingStrategyInsider 2012)

“The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives’” (BrandingStrategyInsider 2012)

Brand Positioning Brand Positioning

Discriminator - “Nando’s can provide the convenient, relaxed environment that allows me to socialise and enjoy the company of those I’m with.”

Essence - Social Fulfilment

Insight - Eating out is about the people you are with

Discriminator - “Nando’s can provide the convenient, relaxed environment that allows me to socialise and enjoy the company of those I’m with.”

Essence - Social Fulfilment

Insight - Eating out is about the people you are with

ObjectivesObjectives

Primary: To increase footfall, sales and brand favourability amongst an ‘occasional’ audience throughout 2013

Secondary: Stimulate a change of perceptions of Nando’s amongst an occasional audience by January 2014

Secondary: Increase sales from an occasional audience by 50% from January 2013 to January 2014

Primary: To increase footfall, sales and brand favourability amongst an ‘occasional’ audience throughout 2013

Secondary: Stimulate a change of perceptions of Nando’s amongst an occasional audience by January 2014

Secondary: Increase sales from an occasional audience by 50% from January 2013 to January 2014

strategy strategy

creative briefcreative brief

it’s a lot of punit’s a lot of pun

easter fireworks easter fireworks

other ideasother ideas

Popular Culture - Dirty dance - ‘You don’t put Plain in the corner’

Decision - Women- ‘You may choose the restaurant but i’m pickin’ the chicken’

Popular Culture - Dirty dance - ‘You don’t put Plain in the corner’

Decision - Women- ‘You may choose the restaurant but i’m pickin’ the chicken’

ReferencesReferences

JWT Intelligence. 2012, 2013 and Beyond. New York: JWT Intelligence. Available from:

http://www.jwtintelligence.com/2013-and-beyond/ [Accessed 7 December 2012]

Stern, B.B., 2004. The Importance of Being Ernest: Commemorating Dichter’s Contribution to Advertising Research. Journal of Advertising Research, 44 (2), 165-169.

Smetana, J.G. and Adler, N.E., 1980. Fishbein’s Value x Expectancy Model. Personality & Social Psychology Bulletin, 6 (1), 89-96.

Mintel, 2011. Pizza and Pasta Restaurants UK Market Report, 2012. Mintel

Branding Strategy Insider. 2012. Brand positioning elements defined. Available from: http://www.brandingstrategyinsider.com/2012/02/brand-positioning-elements-defined.html [Accessed 8th December 2012]

JWT Intelligence. 2012, 2013 and Beyond. New York: JWT Intelligence. Available from:

http://www.jwtintelligence.com/2013-and-beyond/ [Accessed 7 December 2012]

Stern, B.B., 2004. The Importance of Being Ernest: Commemorating Dichter’s Contribution to Advertising Research. Journal of Advertising Research, 44 (2), 165-169.

Smetana, J.G. and Adler, N.E., 1980. Fishbein’s Value x Expectancy Model. Personality & Social Psychology Bulletin, 6 (1), 89-96.

Mintel, 2011. Pizza and Pasta Restaurants UK Market Report, 2012. Mintel

Branding Strategy Insider. 2012. Brand positioning elements defined. Available from: http://www.brandingstrategyinsider.com/2012/02/brand-positioning-elements-defined.html [Accessed 8th December 2012]