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An introduction to Chilli SauceA marketing inspiration [email protected]
www.chillisauceinspiration.com
+61406 045424
Brand growth - Insight, Innovation & Strategy Insight identification
New product developmentBrand repositioning
Learning (one day modules)Insights in Action
Innovation and IdeationBrand Building Workshop FacilitationPresentation Skills
Blended Learning AND SolutionsDefine the challenge
Share the right toolsProvide coaching in how to use them
Chilli Sauce is a new company but these are some of the clients we’ve worked with in a previous life and in a parallel universe
www.chillisauceinspiration.com
What Chilli Saucetm delivers*
AUSTRALIAN BREAKFAST CEREALINNOVATION STRATEGY CASE STUDY
One of Australia’s leading brands, Brand XX is targeted at mums with teenage boys
Project FlowMeta-analysis of Past Research“Brand Myths” identified
Strategic Questions Hypothesis Generation (workshop)
Candidate Strategic Questions generated
Gap fill - small scale quant research
Strategic Questions quantified
Strategic Questions Prioritisation(workshop)
Strategic Questions prioritised
Outputs
Brand relaunch with NPD and new communications
Sales Rejuvenated
Project flow
CANDIDATE STRATEGIC QUESTIONS DEVELOPEDJOINTLY WITH KEY STAKEHOLDERS
BUILD THE CORE XX AMONGST CORE YOUNG
BOYS/GATEKEEPER TARGET?
BUILD CORE XX PRODUCT AMONGST
ADULTS w/out KIDS AT HOME
STRETCH BRAND AMONGST GIRLS/ Young women (eg: via low GI range
extension)
STRETCH AMONGST
OLDER TEENS/YOUNG
ADULTS (eg: via liquid/snack)
How do we
encourage boys
aged 8-15 (and
their gate-
keeper mums)
to eat more XX
for breakfast
How do we
encourage boys aged
8-15 (and their gate
keeper mums) to
start to consume XX
as a snack (e.g.
after school/ while
playing computer
games)
How do we
encourage adults
without kids at
home to consume
more XX MORE
FREQUENTLY for
breakfast
How do we
encourage GIRLS
aged 8-15 (and
their gate-keeper
mums) to eat
more XX for
breakfast?
How do we
encourage
young women
(16+) to eat
more XX for
breakfast?
How do we
encourage busy
young males (16+
y/o’s) who often
skip breakfast at
home to consume XX
more frequently?
1 2 3 4 5 6
MODELLING - QUANTIFICATION OF SIZE OF PRIZESUMMARY
Q1ab Encourage non- and
light user boys 8-15 to eat
more frequently
(BREAKFAST)
Q2 Encourage non-user
boys 8-15 to start (AFTER
SCHOOL)
Q3 Encourage adults no
kids to consume more
(BREAKFAST)
Q4 Encourage girls 8-15 to
consume more
(BREAKFAST)
Q5 Encourage women 16-29
to consume more
(BREAKFAST)
Q6 Encourage men 16-29 to
consume more
(BREAKFAST)
Number of people 950,339 1,140,434 5,478,627 1,066,094 1,967,768 2,013,013
eating cereal for breakfast all boys aged 8-15 eating cereal for breakfast eating cereal for breakfast all women aged 16-29 all men aged 16-29
% not eating occasion 0% 11% 7% 0% 8% 11%
% not eating cereal for occasion 13% 92% 34% 6% 41% 30%
% consider cereal for occasion 19% 28% 39% 52%
% eating NG for occasion 68% 5% 18% 44% 18% 22%
Number eating NG for occasion 645,348 54,842 968,377 474,360 363,156 433,651
Current weekly NG volume (kg) 32,488 1,502 34,171 14,050 8,138 5,436
Approx share of total NG volume 23% 2% 24% 10% 6% 4%
% non-eating consider NG for
occasion 9% 0% 11% 9% 5% 9%
If 10% of non-eating considerers eat
one bowl, additional weekly
volume (kg) 118 1 636 102 82 99
As % of current total weekly volume
(within target group) 0.36% 0.00% 1.86% 0.73% 1.00% 1.83%
% of total current NG volume 0.12% 0.00% 0.66% 0.11% 0.09% 0.10%
If 10% of light/medium users eat
one more bowl, additional weekly
volume (kg) 641 135 860 430 212 181
As % of current total weekly volume
(within target group) 1.97% 0.10% 2.52% 3.06% 2.61% 3.33%
% of total current NG volume 0.67% 0.14% 0.90% 0.45% 0.22% 0.19%
Using “consideration” data amongst non-users for each target group, we were able to calculate the size of prize for each strategic question
STRATEGIC QUESTION - SELECTION CRITERIA
1. Size of prize2. Segment
growth
3. Capabilities,
cost to serve
4. Brand strength
today
5. Brand
potential
tomorrow
6. Competitors’
strength
Priority Strategic
Question
The joint client agency team used these criteria to agree which strategic questions were highest priority
Priorities agreed at joint client/agency workshop, using the 6 key criteria
BUILD THE CORE XX PRODUCT AMONGST CORE YOUNG
BOYS/GATEKEEPER TARGET?
BUILD CORE XX PRODUCT AMONGST
ADULTS w/out KIDS AT HOME
STRETCH XX BRAND AMONGST GIRLS/ Young
women (eg: via low GI range
extension)
STRETCH AMONGST
OLDER TEENS/YOUNG
ADULTS (eg: via
liquid/snack)
How do we
encourage boys
aged 8-15 (and
their gate-
keeper mums)
to eat more XX
for breakfast
How do we
encourage boys aged
8-15 (and their gate
keeper mums) to
start to consume XX
as a snack (e.g.
after school/ while
playing computer
games)
How do we
encourage adults
without kids at
home to consume
more XX MORE
FREQUENTLY for
breakfast
How do we
encourage GIRLS
aged 8-15 (and
their gate-keeper
mums) to eat
more XX for
breakfast?
How do we
encourage
young women
(16+) to eat
more XX for
breakfast?
How do we
encourage busy
young males (16+
y/o’s) who often
skip breakfast at
home to consume XX
more frequently?
New Communications (new target audience, new proposition)
Results
“This brand is now back in growth. The project helped us
identify a completely new target audience and paved the way for a new product that has helped us enter a whole new
category”
Brand growth - Insight, Innovation & Strategy Insight identification
New product developmentBrand repositioning
Learning (one day modules)Insights in Action
Innovation and IdeationBrand Building Workshop FacilitationPresentation Skills
Blended Learning AND SolutionsDefine the challenge
Share the right toolsProvide coaching in how to use them
Chilli Sauce is a new company but these are some of the clients we’ve worked with in a previous life and in a parallel universe
Two of our courses in more detail
INNOVATION AND IDEATIONA ONE DAY COURSE IN MAKING NEW STUFF HAPPEN!
AN INNOVATION FRAMEWORK - OVERVIEW
Copywri ng
ConsumerCo-crea on
QuantScreening
StrategicFit
RighttoWin
RiskAnalysis
SingleMindedGrowthIdea
InsightGenera on
StratPlanning-GrowthPillar,etc
StageGateProcess
StrategicQues on
ConceptCra ing
Commercialisa on
Idea on
OpportunityDefini on
ProblemDefini on/Scoping
S mulusDevelopment
Idea on
Screening
1
Habit Number 1
12
Habit Number 2
13
Habit Number 3
AN INNOVATION FRAMEWORK INNOVATION BEHAVIOURS
S
N
I
B
Strategic Question
New Connections
Big Bold Ideas
Insight Crafting
INSIGHTS IN ACTIONA ONE DAY COURSE IN GETTING TO THE HEART OF THE CONSUMER
INSIGHTS FRAMEWORK INSIGHT THINKING STYLES
FORTHCOMING COURSES
INSIGHTS IN ACTIONINNOVATION AND IDEATIONWORKSHOP FACILITATION
8.30 a.m – 5.00pm‘ThinkPOD’ , 1 o’connell st, sydney$1,000 per person (max 15 persons)
“"This year, our marketing plans are better than ever.
They're clearer, better written and really help direct the organization
towards success"
