View
228
Download
0
Category
Tags:
Preview:
Citation preview
Castrol VectonNovember 2012
Proposition development
Contents
• Background
• Brand Proposition
• Market Challenges
• Communication Development
• Communications Architecture
• Taking it forward to B2B communication
• Summary
2
3
VECTONBackground
The brief
• Launch a new brand across 10 markets–Americas: Brazil, US–Asia: China, India, Malaysia, Vietnam–Australia–Europe: Poland, Turkey, Russia
• Target segment:– ‘Enterprisers’ mindset in the B2B segment– ‘Achievers’ mindset in the B2C segment
4
The product portfolio
• ‘Castrol Vecton’ as a base variant
• 2 variants providing added benefits on:–Fuel Economy – ‘Vecton Fuel Saver’–Longer Drain Interval – ‘Vecton Long Drain’
• System 5 Technology is the common RTB for the entire portfolio
5
System5 – Areas
Fuel Consumption
Power Loss
MaintenanceOil Change
Oil consumption
Viscosity control
Engine deposits
Oil under chemical / physical attack
Engine damage leads to shorter component life
Soot abrasive wear
Technology Story
7
Credibility and Differentiation
Vecton’s performance scores are better than industry standards by a minimum of 20%
Vecton Product Labels
9
VECTONBrand Proposition
10
10
Insights Overview More self-centred
Get a real buzz from business
Entrepreneurial spiritForward thinking
Highly ambitious / drivenSky is the limit
Financially driven
Inordinately proud of
achievementsSeek respect and recognition for achievementsWant the best
Want to give their family the best
Would be happy / proud for child to take over empire
Emotionally attached to their truck
Symbolises their success
Source: global segmentation study
The final concept – post research
Insight/Emotional Benefit
My ambition to succeed in my business, drives me to get more & more from my vehicles
Functional Benefit
Castrol Vecton Maximises Engine Performance
RTBEngineered with our most advanced System 5
TechnologyTM which gives you more
11
Want “more” from the truck to help them achieve their ambitions. Cannot ignore “Protection” as a underlying
benefit.
CastrolGuardian
Proposition can “own” NEW SPACE
Ambition
Reassurance
Pro
tect
ion
Perfo
rman
ce
CastrolAchiever
Superfleet
Delo
US
NOC’s
Non differentiated Protection
Australia
Source: Created by Millward Brown post research using findings Feb 2011
20% of the consumer market is Achievers, an untapped segment for us !
13
VECTONMarket Challenges
Market Challenges
• Vecton is a new Castrol product in some markets, and in other markets, it replaces an existing Castrol product
• B2B is the prominent segment in some, while B2C is the prominent one in others
• Castrol is a market leader in some markets, and a weak player in others
14
15
VECTONCommunication Development
The need
Articulate the brand proposition for Vecton in a way that:
• Breaks the clutter of engine oil communication, and stands out as unique and memorable; and
• Addresses relevant needs of the consumers
16
(Castrol Vecton’s) System 5 technology
adapts and responds to the changing engine conditions
(and thus) the competitive edge in your business
Attribute (technology)
How it works
Benefits (functional)
Emotional Pay off
Source of authorityCastrol
thus improving engine performance in 5 key areas
(like) fuel consumption, oil consumption, power, oil changes,
component life
(so) you get the most from your truck(s)
Brand Ladder
Starting points explored earlier
18
#1 Creating an aspirational user personality
Vecton
The oil for those who move the economy
19
#2.1 Giving the oil a unique descriptor
Vecton
The Performance Oil
20
#2.2 Giving the oil a unique descriptor
Vecton
The Profit Oil
21
#3 Focusing on the benefit
Vecton
Keeps your engine as good as new
22
Feedback and learning
• Need to maintain a strong link to the product story
• Proposition to be common for base and value-added variants
• Need to appeal to both B2B and B2C consumers
• Avoid fluffy labels / descriptors and be to-the-point
23
IDENTIFYING STRONG DIFFERENTIATORS FOR VECTON
24
3 Starting Points
25
Aunique
product benefit
Arelevant need
of our TG
Adifferentiated wayof communicating
#1: From the product perspective
• Castrol Vecton comes with System 5 Technology, Castrol’s most advanced engine oil technology till date.
• As compared to most other oil brands, which provide only one or two benefits, Castrol Vecton acts in 5 areas to deliver improved engine performance.
• Between its base and special variants, it has a solution to every possible need of the owner-driver and the fleet owner.
26
#1: From the product perspective
• As opposed to most oils just maintaining performance, Vecton is able to improve performance by as much as 20%.
• With its multiple actions, Vecton can called an equivalent of a smart, multi-skilled performer with an intuitive ability to detect and resolve problems before they can cause any damage.
27
Building this into Vecton’s proposition
• Option 1:
Vecton is an intuitive oil. It detects and defeats engine problems before any damage is caused.
• Option 2:
Vecton is an oil with multiple benefits. Its multiple-actions approach identifies 5 different engine problems and negates their impact, to improve better performance
28
#2: From a TG perspective
• Castrol Vecton targets ‘Achievers’ and ‘Enterprisers’ mindsets among B2C and B2B consumer segments.
• We know from research that these consumers are ambitious, enterprising people with a risk-taking ability, and–Look for a competitive edge in the work they do–Want to stand out from the crowd; be seen as doing something different–Are always on the look out for game-changing products, ideas, or practices
29
Exploring the Achievers’ mindset
30
Source: Castrol Research in Australia
Exploring the Achievers’ mindset
31
Source: Castrol Research in the US
Exploring the Achievers’ mindset
32
Source: Castrol Research in Turkey
Exploring the Achievers’ mindset
33
Source: Synovate Research across China, Vietnam, and India
Exploring the Achievers’ mindset
34
Source: Autumn Leaves Research in Turkey
Exploring the Achievers’ mindset
35
Source: Autumn Leaves Research in Turkey
Building this into Vecton’s proposition
• Option 1:
Vecton gives your business a competitive edge over others
• Option 2:
Vecton is a unique, better, smarter way of doing business
36
#3: From the competitors’ perspective
• We looked at the ATL communication done by brands over the last few years, across countries
• Additionally, we went through websites, and compared product claims for brands and variants.
37
Most communication in the category is rather predictable and un-distinctive.When logos are interchanged – it is difficult to understand which ad belong to which brand
Building this into Vecton’s proposition
• Option 1:
Vecton is nothing like the engine oils you have used so far
• Option 2:
Vecton is the next generation of engine oils
39
Bringing these ideas together
40
Product• Performance oil• Smart, intuitive oil with
multiple benefits
TG• Gives your business a
competitive edge• Unique, better, smarter
way of doing business
Competition• Nothing like the engine oils
you have used so far• The next generation of
engine oils
The big opportunity here…
• To break category conventions
• To relook the way decisions are made in the category
• To make a lifeless, deadpan category of engine oils come to life
• To make the TG get up and take notice
• To make a connect between what happens inside the truck, with what happens in our TG’s world
• To talk to their aspirations (dream, ambitions) not exasperations (daily struggles, truck maintenance)
41
42
What common link can we find between Vecton and his life?
What fuels his ambition
• Entrepreneurship, new initiatives
• Risk-taking, challenges
• Bold decisions, unchartered territories
43
Vecton can be his bridge to go
from a ‘businessman’
to a ‘successful businessman’
A better choice
A better vision
A SMARTER DECISION
A single word that describes these benefits
44
‘Smart’
Let’s look at the world around us
45
Giving a new description to Vecton
Vecton is a ‘Smart Oil’
47
Does ‘smart’ have the right associations?
48
SMART
Across different industries, ‘smart’ refers to a new generation of products.
Uncommon, sometimes, contrarian business practices that lead to growth
/ profits.
In culture too, ‘smart’ suggests a better, improved way of living.
At an individual level, ‘smart’ differentiates itself from the ordinary, creates a perception of superiority.
In our category, is ‘smart’ clutter-breaking?• No one is in our category is talking about it.
• It allows us to talk to owners themselves, because we talk business, not just vehicles and engines.
• It allows us to have a different point of view on business.
49
In our category, is ‘smart’ relevant?
• It’s an expressed need of our TG – Achievers and Enterprisers.
• With the category facing a tough situation in most economies, this plank helps us catch attention, and that too, of the key influencers and decision-makers.
• It helps us put our best foot forward; gives consumers an unquestionable reason to switch to our new brand.
50
Is ‘smart’ sustainable?
• The versatility of ‘smart’ allows us to start with most relevant and immediate context every time we approach new communication.
• It can also be used in different ways for–New product launches–Promotional offers and schemes–Loyalty programs–Channel programs–New initiatives
51
Tackling legal issues
• Calling Vecton a ‘Smart Oil’ may lead to legal issues in some markets
• Other options:–The Smart Generation Oil
–The Oil with ‘Smart Sense’
–The Intelligent Oil
–The Clever Oil
52
Building a proposition from ‘smart’
53
(Castrol Vecton’s) System 5 technology
adapts and responds to the changing engine conditions
(and thus) the competitive edge in your business
Brings the product story and the consumer mindset together.
Helps meet market challenges for the brand
too.
Adapt: differentiates the product, as well as
connects to the business reality of the consumers.
Smart: is versatile and can evolve to describe newer product stories
going forward.
Attribute (technology)
How it works
Benefits (functional)
Emotional benefit
Source of authorityCastrol It’s smart to adapt
Campaign Idea
Campaign Insight
Brand Ladder
More than size or strength, what
helps a man win, is how adaptable he
is to change.
thus improving engine performance in 5 key areas
(like) fuel consumption, oil consumption, power, oil changes,
component life
(so) you get the most from your truck(s)
54
Realisation of ambitions / ambitions achieved
Emotional Pay off
Various ways of communicating smart
55
Filter#1 Smart as an Achiever personality
• Vecton gets as much from your trucks as you do from yourself and your people
• Vecton responds to changing situations to deliver performance, the same way you do.
• Vecton is the smart way to grow big
56
#1.1 Get more. Achieve more.
57
To lead my trucking business to new heights, I try to push myself and my team harder. I wish I could do the same with my trucks too, and get more performance out of them.
INSIGHT
New Castrol Vecton with Smart System5 Technology gets as much from your trucks as you do from people. It adapts and responds to changing engine conditions to deliver 20% better engine performance.
ROLE OF BRAND
Castrol Vecton with Smart System5 technologyGet more. Achieve more.
PAYOFF
#1.2 Superior performance under all conditions
58
Trucking business is constantly changing and evolving. And to achieve success, I continuously adapt myself to the changing conditions, and make the most of them.
INSIGHT
New Castrol Vecton works in the same way. Its Smart System 5 Technology adapts and responds to changing engine conditions, to deliver 20% better performance compared to industry standards.
ROLE OF BRAND
Castrol Vecton with Smart System5 technologySuperior performance under all conditions
PAYOFF
#1.3 Growth without smartness is a dumb idea
59
Business is a very tricky game. You not only need to grow fast, but do it smartly. Just investing more won’t get there, you also have to get more from your investments.
INSIGHT
New Castrol Vecton helps me get more from my trucks. Its Smart System 5 Technology adapts and responds to changing engine conditions, to deliver 20% better performance compared to industry standards.
ROLE OF BRAND
Castrol Vecton with Smart System5 technologyBecause growth without smartness is a dumb idea.
PAYOFF
Filter#2 Smart as their competitive edge in business
• Vecton helps you not just to get ahead, but also to stay ahead.
• Vecton helps you check-mate the competition.
60
#2.1 Win every race
61
My business for me is an ongoing race; and winning once demands winning again. Therefore, I use the best of people and products to stay ahead of my competition.
INSIGHT
I use new Castrol Vecton in my trucks. Its Smart System 5 Technology works even under changing engine conditions, and delivers 20% better performance compared to industry standards.
ROLE OF BRAND
Castrol Vecton with Smart System5 technologyWin every race
PAYOFF
#2.2 Checkmate the competition
62
Competition in business is like a game of chess. One dumb move, and you have lost it all. Therefore I always look for smart ways of beating my competition.
INSIGHT
New Castrol Vecton is one such move. Its Smart System 5 Technology adapts and responds to changing engine conditions, and delivers 20% better performance compared to industry standards.
ROLE OF BRAND
Castrol Vecton with Smart System5 technologyCheckmate the competition
PAYOFF
Filter#3 Smart as a response to business conditions
• Vecton is a smart generation oil for smart generation trucking
63
#3 The smart generation oil for smart generation trucking
64
Every few years, trucking business evolves with new technology and business practices. If you don’t spot the trends and adapt yourself, you will be left behind.
INSIGHT
New Castrol Vecton is one such trend. Its new generation System 5 Technology adapts and responds to changing engine conditions, and delivers 20% better performance.
ROLE OF BRAND
Castrol Vecton with System5 technologyThe smart generation oil for smart generation trucking
PAYOFF
Filter#4 Smart as a response to ambitions
• Vecton also adapts to bigger, more ambitious dreams
65
#4 The oil that adapts to your growing ambitions
66
All my life, I have believed in setting loftier targets and beating them. The same applies to my business too. What I need for this, are people and products that set new benchmarks in performance.
INSIGHT
New Castrol Vecton does that for me. Its Smart System 5 Technology adapts and responds to changing engine conditions, and delivers 20% better performance compared to industry standards.
ROLE OF BRAND
Castrol Vecton with Smart System5 technologyThe oil that adapts to your growing ambitions
PAYOFF
67
VECTONCommunications Architecture
Using ‘Smart’ for variants too
68
Variant communication
Castrol VectonFuel Saver
Castrol VectonLong Drain
A smart oil that adapts to rising fuel costs
Provides 4% more fuel economy
A smart oil that adapts to extended trips
Can go for 70,000 kms.
A smart oil that adaptsto changing conditions
Portfolio communication
A few directional executions
69
70
71
72
73
74
VECTONB2B Communications
Demo Videos & Technical
Data
Digital sales tool
Symptoms Identification
Global Testimonials
& Case studies
Value Calculation
Tool
agency proposal
In Sum
• From all perspectives, ‘smart’ seems to have the right associations to help us launch Vecton.
• In our category, ‘smart’ is clutter-breaking, relevant and sustainable.
76
In Sum
• Ways in which Vecton can be communicated to consumers:1. Vecton gets as much from your trucks as you do from yourself and your
people2. Vecton responds to changing situations to deliver performance, the same
way you do.3. Vecton is the smart way to grow big4. Vecton helps you not just to get ahead, but also to stay ahead.5. Vecton helps you check-mate the competition6. Vecton is a smart generation oil for smart generation trucking7. Vecton adapts to bigger, more ambitious dreams
77
Mapping our journey
78
Launch Vecton portfolio across 10 markets;
target ‘Achievers’ and ‘Enterprisers’
Using System5 benefits to build product story
Trying user personality, descriptors, and benefit
story as propositions
Developing a common differentiator across
consumers, products, and communication
Checking ‘Smart Oil’ on uniqueness, relevance, and
sustainability
Ways in which ‘Smart’ can be communicated
Taking ‘Smart’ to B2B channel of communication
Testing, tweaking, and aligning ‘Smart’ across
country / regional teams
Let’s discuss
79
Recommended