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NESTLE CONFECTIONARY COMMUNICATION PROGRAM
2004
Prepared for Nestle Indonesia Dec 15, 2003
Agenda
• Background• Marketing Plan• Consumer Learning• Strategic Communication Tools
– Macs Triangle– Consumer Proposition– Rationale
• Communication Objective• Communication Strategy• Creative• Media Strategy• Below The Line Program
• When Nestle came into Indonesian market the perception towards the company was a reliable food specialist.
• From the research done last November it was found that practically nobody knew that Nestle has acquired several confectionery brands. Even the relationship with Rowntree was not understood by the consumer
Background
Market Overview• Chocolate market dominated by Silver Queen from
Ceres• Less than 12 manufacturer in Indonesia • Nestle have a niche market through Smarties & Kitkat
in Indonesia, however Nestle still have not been able to develop itself as a serious contender for chocolate leadership
• 2002 PT Ceres = 52 % of the market share Nestle 5.2%
• 2002 Silver Queen SOE 17 % Nestle :Kit kat 6% Smarties2% Éclair, Crunch
• 2003 Jan-Sep Nestle :Éclair ( TV ); Smarties; Kitkat
Background
Market Overview
Sugar• 2002 Mayora11.8% of the market share
Nestle 5.9• 2002 Starburst 6% fox 2%,polo • 2003 Jan-Sep Nestle :Nano-Nano 11 %; Fox 1
% polo
Background
Double the size of market share within the next 3 year Chocolate: 10.8% to 21.6% Sugar: 7.1% to 14.2%
Dominate the confectionery market Become the leadership within 7 years
Marketing Objective
Single communication proposition on NESTLEconfectionery brands Develop one message communication strategy
that will tie-up the three candy brand Develop one message communication strategy
that will tie-up all chocolate brands
Create high awareness on NESTLE confectioneryevolvement; Candy: ‘YOUR TOOTHFRIENDLY
CONFECTIONERY’ Chocolate: ‘PASSION FOR WHITE CHOCOLATE’
Agency Task
SugarPolo • candy (standard, big
one )• chewing gum Fox • Oriental( chrysanthem
um tea, ginger honey, green tea)
• Crystal Clear (fruits, mint )
• Sugar free ( fruits)
ChocolateChoco moo• Milo Nuggets• Kit kat• Eclairs• Smarties• Milky bar :milk & cookies
Agency Task
Consumer Research
PROFILING CONSUMERS
• Important Value
•Needs •Psychological
character
PERCEPTION ON NESTLE
•Awareness on Nestle
•Perceived comparison between Nestle and other players
•Perception on Nestle:• Spontaneous
association• Personality• Expertise• User imagery
ATTITUDE TOWARD
CATEGORY•Role of chocolate
& candy•Motivation &
Inhibitor•Attribute of good
& bad chocolate & candy
•Product categorization
Objective
To find communication direction toward Nestle Confectionary as umbrella for all Nestle sub brands
Methodology
Teens Mothers
Young Adult
Mini Focused Group Discussion on • 3 groups of loyal consumer • Mothers, Young Adults and Teens • Within Jakarta area
• Self purchase and decision maker themselves.• Minimal consumption of the product is 6 months.• Purchase and consume regularly every month.
• Minimal twice per month.
Consumer Profile
SAFETY NET
•When they are in need
ROOTS
•The symbol of my existence
NEEDS FULFILLMENT
•Fulfill my basic physical and emotional needs
CONVENTIONAL VALUE
Important Life Aspect of Nestle Loyalist
FAMILY(The role or meaning of family)
Moms Young Adult Teens• Using reference
from abroad.• Perceive themselves
as dynamic, always seek for variation, not monotonous
• Doing safe adventures (go to uncommon places)
• Impulsive (unplanned action)
• Perceive themselves as dynamic, always seek for variation, not monotonous
• Perceive themselves as fun teenagers.
Lifestyle of Nestle Loyalist
HIGH PROFILE PEOPLE…they perceive themselves as people who are dynamic, fun and
own high quality of life…
CONVENTIONAL VALUE HIGH PROFILE PEOPLE
ORDINARY CLASSY PEOPLE
KEY LEARNINGNestle loyalist are people who show a high profile lifestyle
but still hold a conventional value.
Summary
ORDINARY CLASSY PEOPLE
KEY LEARNINGNestle loyalist are people who
show a high profile lifestyle but still hold a
conventional value.
“PENGEN DIANGGAP”/ WANT TO
BE ACKNOWLEDGED
Summary
Consumer Perceptions
PersonalityExpertise
Perceived Users
• Fun
• Friendly• Sociable
ACTIVE• Charismatic
• Leader
EXPERT• Good Appearance
• High Profile
STYLISH
•Middle upper
•Affluent
•Apartment
•Private school
CLASSY
•Health•Nutrition
•Good taste
•Natural essence
•Variation
•New invention
BEST QUALITY
ADVANCENestle
Emotional Connection to Nestle
Moms Young Adult Teens
• At noon when a little bit hungry.
• Snacking in my car• When refreshment is
needed.• With my husband• Relaxing moment in
my home• When there is a lot of
time for myself, not in rush.
• When bad mood (Bete).
• While watching TV.• When reading a
magazine.• Relaxing moment• When gather with my
close friends.
• When bad mood (Bete).
• Afternoon time (when not too hungry but need to eat something).
• When gather with my close friends.
Chocolate Moment
Perception and Attitude toward Category
… chocolate is relaxing and fulfilling snack for personal moments …
Chocolate Moment
Good Chocolate
Moms Young Adult Teens• While cleaning up the
house• Outside the house (when
traveling or sightseeing)• Emergency (when water
is not available)• To be placed in living
room• After eating meal• When avoiding ‘eneq’
(nauseous)
• When studying• Outside the house (in
the car or sightseeing)• When avoiding ‘eneq’
(nauseous)
• When studying
Candy Moment
Perception and Attitude toward Category
…a shared snack that will turn ordinary social moments into
special social moments…
Candy Moment
Good Candy
To find communication direction toward Nestle Confectionary as umbrella for all Nestle sub brands
Objective
Propose Direction
PROFILING CONSUMERS
NESTLE EMOTIONAL CONNECTION
CATEGORY ROLE (CHOCO & CANDY)
POTENTIAL EMOTIONAL CONNECTION BETWEEN NESTLE AND CATEGORY
SUB BRANDS
Relating to core age of sub brand target market
Relating to current soul of sub brand
Frame of thinking
Ordinary Classy People
A ProgressiveSophisticated
Brand
Relaxing fulfilling snack for
deep special moment
Nestle Chocolate is a sophisticated chocolate that will enlighten all my deep personal moments, anytime and anywhere.
Proposed Potential Direction for
Nestle Chocolate Category
My companion in all special moments.
Choco Moo ÉclairsMilo NuggetKit KatMilky BarSmarties
Proposed Potential Direction for
Nestle Chocolate CategoryNestle Chocolate is a sophisticated chocolate
that will enlighten all my deep personal moments, anytime and anywhere
…a shared snack that will turn ordinary social moments into special social moments…
Proposed Potential Direction for
Nestle Candy Category
Ordinary Classy People
A ProgressiveSophisticated
Brand
Social snack that will turn
your ordinary moment into special moment
FoxPolo
Proposed Potential Direction for
Nestle Candy CategoryNestle Candy is a sophisticated candy that will turn your
social ordinary moment into social special moment
A friend in every “socializing”
moments.
Communication Strategy
What to do? • Design a single idea strategy to build strong brand
awareness and preference of Nestle confectionery• To test the strategy on creative implementation to a
selected chocolate & candy brand
Umbrella theme• Develop one message communication strategy that will tie-
up the candy brand• Develop one message communication strategy that will tie-
up the chocolate brand
Connect the umbrella theme to Nestle confectioneryevolvement• Candy: Your tooth-friendly confectionery• Chocolate: Passions for white chocolate
Communication Strategy
How to get there?Umbrella theme• Create a single minded proposition that able to tie-up
each brand to the confectionery umbrella
Connecting to the new evolvement of Nestle confectionery
• Develop an introductory device as the ‘bridge’ for the new changes
Communication Strategy
Strategic tool
Strategic tool
MACS TRIANGLE• MACS Triangle is our tool to define a
proposition that may give clearer consumer comprehension and appreciation towards the brand, based on the Brand Core Value as well as the consumer insights.
Point of DifferenceCompetitive Frame
Benefits
Prime Prospects
Brand Core Value
BRAND CORE VALUE
Consumers insight• Defining our consumer’s agenda, expectation and habits
Defining our Brand Core Value
Brand value• Searching and developing the core value of the brand
MACS TRIANGLE
Advertising Promise
An integrated campaign should be implemented. In this case, it should cover all aspects that can intercept the audience “24 hours” a day.
Advertising may not need to be year long but it should be supported by BTL activities that grab the core of the target segments.
We need to create a sales-generating activity to create trial and loyalty while demonstrating the goodness of Nestle’s “Good Life”.
Games and quiz amongst students may create a sales if the rewards are relevant (not necessarily expensive perhaps).
Communication Implementation
Nestle confectionery
TELEVISION
P O S
RADIO
SPONSORSHIP
Above The Line
Below The LineEVENT &OFF AIR
PROGRAMS
OUTDOORS
INTERNET
Integrated Communication
Confectionery
Point of Difference: •unique image that delivers the value of each brand•Wholesome goodness that comes from the food expert
Competitive Frame High competitive arena With Only few have survived & able to claim them selves as a top confectionery brand (20 brand in candy & only Ceres in chocolate) .
Prime ProspectsMale/Female AB with high profile lifestyle who perceived snack as their mate who can add meanings to their social activity
BRAND CORE VALUEWholesome goodness that
accompany you at any momentBenefitsMakes them feel good inside at every moment (Nutrition for the soul, enrichment for the body)
Consumers insightWant to be acknowledged for their good taste (Pengen dianggap)
Defining our Advertising Proposition
Brand Core Value Wholesome goodness that accompany you at any moment
Advertising PromiseCompanion that adds goodness
to your quality moment
Confectionery
Chocolate
Point of Difference• unique image that delivers satisfaction for your passions for chocolate
Competitive Frame Small arena of competition but with the domination of 1 giant (Silver Queen)
BenefitsPersonal moment become more enjoyable and memorable
Prime ProspectsMale/Female AB with high profile lifestyle who perceived snack as their mate who can add meanings to their personal moment
Brand Core Value
BRAND CORE VALUECompanion for your passionate moment
Consumers insightWant to be acknowledge for their ‘sophisticated taste’ (Pengen dianggap)
Brand Core Valuecompanion for your passionate moment
Chocolate
Advertising Promise
Companion for your sophisticated passions
Candy
Point of Difference•Unique product with unique personality mouth refreshment.
Competitive FrameHigh cluttered competition with only few becomes market leaders
Benefitsmood refreshment to enhance any social moment
Prime ProspectsMale/Female AB with high profile lifestyle who perceived snack as their mate who can add meanings to their social moment
Brand Core Value
BRAND CORE VALUEcompanion that can
freshen-up the moment
Consumers insightWant to be acknowledge for their “role” amongst their peer group (Pengen dianggap)
Understanding our Brand Core Value
Brand Core Valuecompanion that can freshen-up the moment
Advertising PromiseCompanion to freshen-up your social moment
Candy
Single word that translate the proposition
Companion that adds goodness to
your quality moment
Confectionery
CandyChocolate
Companion for your
sophisticated passions
Companion to freshen-up your social moment
“SOUL MATE”
Message implementation
KEY consideration to deliver the message
Nestle’s Confectionary
Chocolate Sugar
Current personality should be kept and but another element should be added up
to strengthen the sense of belonging. “Soul mate” should be incorporated in all
communications
“Passion for White Chocolate” and “Tooth Friendly” should be communicated as an improvement to portray
a close relationship as a soul mate
Add an element in all communications that can create a consumer perception that Nestle’s brands are fit in all occasions
Only to be communicated as a tactical campaign that strengthens the brands’ image
Implement the brand proposition into actionable communication
toolsBrand proposition
Nestle’s Confex Brand Core Value
ATL BTL Media
Creative
Objective
To test that our “Soul mate” single proposition
can be implemented through out all Nestle brand’s communications.
For these purposes we selected two brands, first is Polo to represent candy categories. And second we select Eclairs as chocolate representative.
Objective
For Polo communications we add soul mate as a tone and manner to the existing communication. The soul mate scenario is between the consumer and the brand. That why we came up with the new headline that just an extension of the original concept but
more personal, “Nyari yang bolong”. With this statement we can play around with many execution that still can reflect the soul of the brand that “young rebellious Humor” but we connected that with soul mate situation.
POLO
Objective
For Eclair communication we are going more personal with the brand, with their soul mate they can expect “a pleasant surprise” happens along the way. Just like in life you always never know the nice thing you might find just around the corner.
Eclairs
Eclairs
MEDIA
Media Strategy
Above the line activity is recommended to use traditional medium such as television, print and radio
Confectionary and Chocolate consumers are considered as non loyal users, continuous advertising is needed to maintain awareness and to strengthen the brand from the competitor
To get closer to the consumers, creative media and tie up with media houses activity will be impact full and straight to the target audience
Budget split will be 75% on Television, 15% on print (mostly magazine) and 10% on Radio
Media Strategy
Creative Media
Beside the display ads, to sponsor the children creativity section such as die cut, games, ‘treasure hunt’ etc.
To have brand experience, tie up with children magazine on school visit (edutainment), meet & greet, watch movie etc.
To sponsor Holiday activity (such as out bound, camping, entertainment short course etc.). This activity will be tie up with magazine or radio to create noise.
SMS or E-mail games
ACTIVITY MEDIA PRODUCTCreativity Section Bobo Smarties
Junior Choco Moo
Fantasi
KIDs Fantasi
Die cut Bobo Smarties
Junior Choco Moo
Fantasi
KIDs Fantasi
Games Gadis Kik Kat
Kawanku Polo
Aneka Yess
RADIO
Seventeen Fox
Kosmo Girl Kit Kat
Éclair
Media Activity
ACTIVITY MEDIA PRODUCTValentine momentum Gadis Kik Kat
Kawanku Polo
Aneka Yess
Seventeen Fox
Kosmo Girl Kit Kat
Éclair
RADIO
School visit on Tooth Friendly Fantasi Smarties
Polo
Choco Moo
RADIO Support
Jumpa Bintang Fantasi Smarties
Polo
Choco Moo
RADIO Support
Nonton Bareng Bintang Indonesia All product depend on
Jumpa Bintang Fantasi Movie Selection
RADIO Support
Media Activity
Below The Line Activities
Objective
To add an association of Nestle
confectionery brands to the new proposition through various events
Tie up the improvement messages (I.e. “Tooth Friendly” and “Passion for White Chocolate”) to create a stronger awareness that Nestle confectionery products understand the consumers needs.
Chocolate Candy
Association
• Smarties- Smart Creation
• Choco Moo-Sampling + dental care
• Choco Moo-Sampling + scholarship
• Choco Moo-Sampling on special event
• Kitkat- Give me a break !
• Éclair – Dreamed Date !
• Kitkat, Éclair- Soul mate Party
• Polo - Election 2004 • Fox - Crystal clear
memories !
Awareness •Milky bar–White Lie , passion for white chocolate! –Sampling
•Polo- Soul mate party
Below The Line Activities
Smarties Together with a friend or member of the family,
make a creation with Smarties and send the photograph to children’s magazine ( Bobo ) with 1 pack of Smarties (empty)
The smartest creation will get great prizes
Choco Moo Road show to 5 schools in 3 big cities
( Jakarta, Bandung, Surabaya) and share tips on dental care + sampling. Tie up with with Fantasia tabloid . Benefit :national media coverage
Events
Events
Choco Moo Scholarship :Every purchase of 1 Choco Moo, consumer
will donate Rp 1,- for Nestle scholarship .The scholarship will be given every 4 months ( 3x a year)
The event and sampling will be held at Primary school at greater Jakarta
Sampling : at Kindergarten & Primary school on their special events such as (graduation,independence, etc ) sharing with their love ones ( family ,& friend )
Mixed brand :KitKat, Éclair & Polo • Road show with a trailer, getting closer to the customer • Sponsored by KitKat, Éclair & Polo • Activities :music,games, basket ball 3 on 3,best photo box
contest, mini golf contest, the most ‘hole’ contest• All games requires couples(could be lovers, member of
family,etc ) • Sampling on new product or introducing new variants
KitKat Every break hours 12.00-13.00 participant should tell
their experience during the day & how KitKat can give them a break !
Events
Éclair• Send an email on a perfect date with your dreamed
celebrities, and how would you want it to be, imagine it with Éclair and wait for the surprise !!!
• 3 most passionate story will be on aired at MTV Media Tie up with MTV on sky & MTV
Fox Tell a touching story about something that you crystal
clearly remembered with your loved ones on Valentine’s day
Events
Milky Bar• Advertorial/Article about white chocolate- introduce passion
for white chocolate • Sampling at university & high school
Radio program : White lie with white chocolate• Tell a white lie story that finally make your relationship
( between your lover, parents or friends ) even more closer
Events
Events
Polo Election for youth “cari yang bolong !!” campaign• Objective :Urge youth to participate on election 2004• Media tie up with MTV & MTV on sky • Mechanism : write your opinion on the most ideal
president/leader for the future • Medium : sms
THANK YOU