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“Vi a Dios”
Brand ImperativesConsumer InsightsConnections StrategyConnection EssentialsPotential ChannelsFood For Thought: ‘Activation Zones’Most Have Channel
Agenda
Main Objective
s
MCO
MMO
• Entering Masstige market• Leadership in anti-aging segment• Recruit competence users
To be perceived as the leading brand on Face Care Experts, Innovative Brand and Effectively Fights Ageing
• Establish leadership in the anti-aging segment.• Win in Anti Aging in all price points, driving volume migration towards upper tiers
9. Essence
4. Insight
2. Competitive Environment 3. Target
1. Roots
Emotionally:
Functionally:
Helps you realise your dreams of love.
From the heart
Playful, inventive and surprising.
Resourceful and Intuitiive as only a woman can be.
At heart every woman craves the magical feeling of love. Being more beautiful enhances your chances of
love.
• A long advertising history linking beauty to romance. • First skin care regime in the USA comprising Cold Cream & Vanishing
Cream.• A second wave of introduction in Asia based on skin-lightening
All face care solutions
Makes you more beautiful
The magical feeling of love
• Straight-talking knock-out claims that make you want to give it a go.
Romance realized
• Sensorial experience of the product
Only Pond’s gives you the beauty that brings romance into your life
The romantic side of every woman.
• The Ponds Institute
Taking in mind the “Romance Realization” as an important strategic driver
turning information and insights into
ideas
Anti-aging
treatmen
t
Romance
Masstige
PondsMiracl
e
The Challenge of a New Product Line
About she…
Ocupation Women 35-50 ABC (4 Countries)
41%
3%
13%
15%
43%
59%
2%
8%
61%
16%
7%
5%
2%
31%
17%
19%
50%
69%
3%
7%
13%
60%
8%
8%
32%
48%
21%
15%
5%
51%
19%
19%
3%
2%
68%
7%
47%
2%
9%
11%
42%
54%
2%
5%
5%
67%
15%
7%
33%
22%
18%
4%
44%
55%
2%
8%
9%
24%
51%
6%
Married
Single
Union with mate
Separated
Divorced
Widowed
Employed
30 hours wkl
Employed pt
8-29 h/w
Less than 8 h/w
Unemployed
Total 4C ARG COL MEX VEN
Source: TGI Latina Women 35-50 ABC
Universe Wom ABC 35-50: 6.857.000
Direct Sales Business
• US$100,000 millions Worldwide Business– 50% = cosmetics and
personal care
• 54 millions of sales persons– 24% just in U.S.A.– 75% Women– Omnilife Mexico has almost
3 million of distributors– Direct Sales have access to
the 63% of Colombian
Sources: World Federation of Direct Selling Association
Botox
• Incredible change: – 3-7 days
• Effect: – 4-6 months
• Cost: – US$400 - US$1,000
Latin America
• Women start using it at 38 y.o.
• Business increase 33% per year worldwide, the fastest-growing cosmetic.
• USA, Mexico and Argentina: Top 3 countries with Botox ussage (annual market increases in value up to 80%)
• 40% of Botox users are Heavy Users
Key Findings
• 65% of women declare to be open for a esthetic surgery.
• The hispan market increases 67% in esthetic surgeries during the last year
Sources: Allergan, American Society for Aesthetic Plastic Surgey, Terra Hispanic PR Wire, AmericaOn Line Latino
How is the Masstige media environment
ProductoMedio
Masstige: building in
conjunction
Facial Care Category Spending By Medium 2006
4727
3
158
22
74
3
1
19
74
5
2
Magazine Outdoor Pay TV Press Radio TV
Argentina Colombia
Mexico
Mexico Media Mix / Competencia
81%90%
95%82% 84%
48%
28%
7% 6%
2%
4% 10% 5%12% 16%
52%
70%
8%
0
0.2
0.4
0.6
0.8
1
Pond´s Avón Nivea L´oreal Ebel Vichy Olay
Televisión Pay Tv Radio Impresos
95% 91% 96%89%
77%66% 63%
4%
11% 37%
4% 9% 4% 7% 11%
34%
0
0.2
0.4
0.6
0.8
1
Pond´s Avón Nivea L´oreal Ebel Vichy Olay
2005 2006
2007
Inversión Categoría Ene – Dic 2005: $225,769 Inversión Categoría Ene – Dic 2006: $323,669
Inversión Categoría Ene –Mayo 2007: $222,570
89%
74%
92%80%
68% 67%79%
1%
5%6%
18%
20%
6%21%
8% 14% 13%
33%
1%
0
0.2
0.4
0.6
0.8
1
Pond´s Avón Nivea L´oreal Ebel Vichy Olay
•Source: Ibope/ Prepared by Mindshare•Rates UL / ‘000 MPX
Magazine
Pay TV
Medio Diarios Cap. Revistas Total
Porcentaje 14% 86% 100%
Inversión 151,301 948,120 1,099,421
MagazineArgentina
MedioDiarios
Cap. Diarios Int. Revistas TV Cable Total
Porcentaje 16% 2% 54% 28% 100%
Inversión 551,220
66,830
1,854,601
978,150
3,450,801
Magazine Pay TVArgentina
MedioDiarios
Cap. Diarios Int. Revistas TV CableVía Pública Total
Porcentaj
e 9% 2% 43% 33% 13% 100%
Inversión
515,537
105,014
2,339,923
1,788,815
679,405
5,428,694
Magazine Pay TV OOHArgentina
MedioDiarios
Cap. Diarios Int. Revistas TV Cable Total
Porcentaje 7% 4% 89% 1% 100%
Inversión 44,616
22,944
564,387
3,816
635,763
MagazineArgentina
MedioDiarios
Cap. Revistas Total
Porcentaje 4% 96% 100%
Inversión 14,076
349,324
363,400
MagazineArgentina
MedioDiarios
Cap. Revistas TV Cable Total
Porcentaje 0% 99% 1% 100%
Inversión 1,548 370,389 360 372,297
MagazineArgentina
Connection Strategy
•Be in the right mindset
Therefore we need a Connection Strategy that allow us
•Be in the right place•Have the perfect excuse to talk to her
What about her vision of love/romance
Love Romance•Love is forever
•Love is open, is free. •Romance is intimate private
Socia
lEm
oti
on
al
Ex
pre
ss
ion
∙Love is the motor of life.
∙Love it is the only reason why I came to this world.
•It make me happy
•Love is unconditional∙The maximum state of tranquility
∙Is the reason to live
•Love is the most profound manifestation of a human being
•Love is sacrifice, understanding, patience, building, sharing,
admiration, recognition.
∙It feeds Love
•The romance isDetails, Kissing, touching, hugging
•Romance equals passion wiliness, seduction
•Today is not the romance alive
•Romance is temporary
•Clandestine
•Hugs, words, tenderness
•Wonderful limited period of time
•Sex, to be desired
•Couple•Family
What about the vision of love/romance: A cross country opinion
Source: Initiative
•Expects reciprocity
I feel younger than I look
I still crave romance
I wish my skin looked younger and fresher
Romance seems to take more work than it used
to
I’m a little overweight
I know beauty is only skin deep,
but if I don’t feel good about how I look, I don’t
feel romantic.
I like to feel attractive…I still want to be
desired
Consumer Insight
She needs reassurance that her romantic spirit
still shines through
Pond’s Age Miracle Needs to Work on Two levels
Age Miracle needs to help her feel romantic by
making her face look and feel younger
Age Miracle needs to help her feel romantic by reminding her that true romance comes deep
from within
feeling younge
r
romantic
feelings
younger
lookingskin
looks of love(from him)
looks of love(from her)
Brand idea:“romance realised”
Brand idea:“romance realised”
Refining the Connection Strategy
Consumer insight “I like to feel attractive
& still want to be desired”
Consumer insight “I like to feel attractive
& still want to be desired”
Connection Platform:“the look of love”
Connection Platform:“the look of love”
Connection Platform
“The look of love!”
We want her to bask in the look of love
...the look of love from a partner...the look of love coming from inside her self
““The look of love”The look of love”
It’s true.It’s true.
Women love romance.Women love romance.
But what does romance mean to her?But what does romance mean to her?
Does it mean…Does it mean…
unexpected romantic gestures?unexpected romantic gestures?
Yes.Yes.
Does it mean…Does it mean…
long-stemmed roses?long-stemmed roses?
Of course.Of course.
Does it mean…Does it mean…
a walk on the beach?a walk on the beach?
MmmmMmmm
Does it mean…Does it mean…
closeness and touching?closeness and touching?
Definitely.Definitely.
But the true meaning of romanceBut the true meaning of romanceis deeper than a gesture…is deeper than a gesture…
Better than a hugBetter than a hug
And goes beyond roses,And goes beyond roses,
chocolates, champagnechocolates, champagne
and the bedroom.and the bedroom.
True romance is the miracleTrue romance is the miracleof two people loving each other.of two people loving each other.
the story they’ve written together,the story they’ve written together,told through their children,told through their children,
and through their own secret and through their own secret code of words and signs.code of words and signs.
True romance is about unlocking True romance is about unlocking the intimacy forged across years.the intimacy forged across years.
It’s about ‘miracle moments’…It’s about ‘miracle moments’…
Those rare and precious momentsThose rare and precious momentswhen one lookwhen one look
spans a lifetime of love.spans a lifetime of love.
And time has no meaning.And time has no meaning.
Because like you,Because like you,
love is timeless.love is timeless.
Love is timeless.Love is timeless.
Anti-aging
treatmen
t
Romance
Masstige
Let’s review our goals…
PondsMiracl
e
Age Miracle to become her skin expert
and a romantic advisor
Opportunities
A ‘POND’S Age Miracle pathway’
I know about it
To achieve thiswe must influence a chain of behaviors
I‘m going
to give it a try
I use iton a daily basis
I see it working
I tryother Age
Miracle products
Unlocking the Pond’s Age Miracle Pathway
InspireBuild Trust
We need to work in Connections that:
I know about it
I‘m going
to give it a try
I use iton a daily basis
I see it working
I tryother Age
Miracle products
Connectionessentials
Translating communications to ‘connections’
Build Trust Prove expertise
Inspire
Communication
Strategies
Romance
Channel Guidelines
Connect the right moment
through the right media
to the right mindset
Hig
h P
ote
ntia
l Channels
TV Soap Opera
Quality Magazine
Quality
Places
Web Forums
Mobile
‘her’ Magazines
friends
Radio
Interact with ‘product’: (Sampling,
demonstrations)
Outdoor
Mass MagazinesTV
Talkshows
Vacation
Radio
News/ Music
Quality
MerchandisingCable
InternetEvents
Restaurants
Cinemas
Books
Cinema
TV Films
Places
Restaurants
Parks
TV
Cable
Newspaper
TV Open
Impact &
Visibility
Masstige Enviroment
Trust
Right
Mindset
Romantic Books
Prestige Malls
Impact &
Visibility
Hig
h P
ote
ntia
l Channels
TV Soap Opera
Quality Magazine
Trust
Quality
Places
Web Forums
Mobile
‘her’ Magazines
friends
Radio
Interact with ‘product’: (Sampling,
demonstrations)
Mass MagazinesTV
Talkshows
Radio
News/ Music
Quality
MerchandisingCable
InternetEvents
Restaurants
Cinemas
Books
Cinema
TV Films
Places
Restaurants
Parks
TV
Cable
Newspaper
TV Open
Outdoor
Vacation
Masstige Enviroment
Right
Mindset
Romantic Books
Prestige Malls
Books
Recognize this variant is more than just a perfum choise. It delivers of a specific kind of cleaning: iluminated whites and the smell of sundried clothes.
[think]
Can’t separate channels from
activation ideas…
…or activation ideas from channels
Food For Thought
Brand Essence“Romance realized”
Brand Essence“Romance realized”
Campaign Idea“Miracle Moments”
Campaign Idea“Miracle Moments”
Connection Platform
“The Look of Love”
Connection Platform
“The Look of Love”
Activate Connection
Connection Platform“The Look of Love”
Connection Platform“The Look of Love”
Activate Connection
Activation “Prove expertise
Activation“Inspiring & Promoting Romance”
“Masstige Masstige endorsement”endorsement”
“Masstige Masstige endorsement”endorsement”
TVVisible , fast Awarness
Newspaper
MagazinesQuality supports
Endorse masstige credential
MerchandiseExperience & reinforcing
Ponds commitment. Quality boxes/Kits
MUST HAVE CHANNELS
AREA
NICE TO HAVE CHANNELS
AREA
CinemaQuality locations
OOH/IndoorVisibility,
Dramatization and Impact
Radio
ActivationsExcuse to contact in the right place at the
Right timeExperience will
generates talkability
Rea
ch
Strategic Fit
“Look of love” connecting channels
Mobile &Bluetooth
Ponds Institute
Prove Expertisse
WEBProve
MUST HAVE CHANNELS
AREA
NICE TO HAVE CHANNELS
AREA
TVVisible , fast Awarness
Newspaper
MagazinesQuality supports
Endorse masstige credential
MerchandiseExperience & reinforcing
Ponds commitment. Quality boxes/Kits
MUST HAVE CHANNELS
AREA
NICE TO HAVE CHANNELS
AREA
CinemaQuality locations
OOH/IndoorVisibility,
Dramatization and Impact
Radio
ActivationsExcuse to contact in the right place at the
Right timeExperience will
generates talkability
Rea
ch
Strategic Fit
“Look of love” connecting channels
Mobile &Bluetooth
Ponds Institute
Prove Expertisse
WEBProve
Activation “Prove expertise
Proof
TV Programming
Seven Day Separation =Seven Years Younger
•TV Makeover show (non-surgical, go to Spa)•Before & after•“Look of Love” at reunion in a special tv show
ActivationProve
Expertise
Concept: Make the experience real, something she can touch
Expert / Real Experience
Pond’s Institute
The Look of Love
Real stories
about Romance
Attract women to touchthe real Pond’s experience
One Month
Channel Callto Action
permanet
TV Magazines
Timeline
Women who “touched” the experience/ TalkabilityStage
How
Consumer Engagement
How it works:
Radio
Internet
Mobile clinique with scientific skin assesment
Online scan + analysis of skin, beauty tips
Media InsertPull-out supplements with history and latest developments
Individual file, record onimprovements
Trial
Seven Days Before the Big Event…
•Trial Pack/merchandise•Dress Shop Partnership (when you are looking for the dress)•Hair Salon: Tied to once-a-week salon visit
Masstige endorsement
: Fashion and category dress
shops and stylish hair salons
ActivationProve
Expertise
The Effect (Dramatization)
Outdoor Ideas
Giant “Unwrinkling” Display
•Image starts wrinkled and then pulled-out smooth – over 7 days
ActivationProve
Expertise
The Romace Effect (dramatization)
Husband Reaction
Ho hum
Wow
Outdoor
ActivationProve
Expertise
Activation“Inspiring & Promoting Romance”
Provoking the “right mindset”
Concept:Open TV Ponds sponsorship of classic romance movies played in the evening’s prime time
Idea:Romance de Película
ActivationInspiring Romance
0%
10%
20%
30%
40%
50%
60%
06 - 07 07 - 08 08 - 09 09 - 10 10 - 11 11 - 12 12 - 13 13 - 14 14 - 15 15 - 16 16 - 17 17 - 18 18 - 19 19 - 20 20 - 21 21 - 22 22 - 23 23 - 24 00 - 01 01 - 02
Women
Channel: Open TVType: SponsorshipPrime Time (8-11 pm)
How it works:
+ + =
TV “Romance dePelículas”Sponsorship
Woman TV Audience
Idea:“Milagros del Amor”
Concept: -Prevoiuos to launch-A 7-days love story, each day-Engaging consumer through make them “think about it”
Make romance a relevant “matter”Activation
Inspiring Romance
Valentine’sDay (14/02)
Hired ContemporaryWoman Writer
7 days
Each day story publication in blog
3 months
Preparing Content:7 love stories
7 days
TV Magazines
Magazines (stories printed edition)
PR (Writer’s Interviews)
Internet Blog Launch
Radio Section Love story Narration
Timeline
Consumer Content
Women start commenting and sharing their own love-experiences
Stage
How
Concept spreadinto market/Blog launch
Consumer Engagement
How it works:
The Look of Love
Real stories
about Romance
Provoking the “right mindset”
7-day Quality Boutique Hotel Romance
Concept:
Activation to give the couple the lost spark of love again
ActivationInspiring Romance
7 days...Years of Marriage
Hotel Experience looking for love to skyrock
Timeline7 days
Couple runs intoroutine and loveslightly drops
One Month
TV “7 day Miracles” (Master Campaign) “7 days Btq Htl Romance”
Magazines
Internet
Radio
Announcement of the RomanticRevival
PR (Couple’s Interviews)
For Second Time
...
How
How it works:
Masstige endorsement
: Well know Quality
Boutique Hotel (Located
on prestige zone)
Right Place, Righ Mindset:
“Summer Nights
Movies for Two”
•7 night program in a park• Tied to phase of moon?
•Romantic theme•Flowers
Masstige endorsement:
Nice place, secure, well
located in cities (near of prestige
zone)
ActivationInspiring Romance
The Look of Love
Real stories
about Romance
Exhorting couples to life a new romantic experience
One Month
Channel Callto Action
7 days
OOH
TV Magazines
Timeline
Audience Presence
A classic romantic movie to be playedby night each of the 7 days activationin big fields or city parks
Stage
How
Consumer Engagement
How it works:
Radio
Digital
Masstige endorsement
: Nice place, secure, well
located in cities (near to prestige
zone)
Provoking “a romantic moments”
Win a 7-day Romantic Kit
Concept: Promotional Merchandising looking forward to leverage into romantic situations
ActivationInspiring Romance
Trade/Merchandising:
7 CD’s ofLove Classics
7 BathCandles
7 Chocolates/Pralines
7 ClassicLove Movies
Masstige endorsement: Quality well finished wood or metal box.
Indicative Activity PlanP1: ‘Establish P2: ‘Amplification’ P3: ‘Reinforce’
Bringing consumers intoromance experiences
Awareness
Nice to Have Channels
•Romance de Pelicula•The Look of Love Book•CV Milagros del Amor
• Boutique Hotel• Romantic Kit• Open Cinema
• 7 days before big event• 7 days separation...• Unwrinkling Display
• Pond’s Institute•Pond’s Beauty Kit
•Romance de Pelicula•The Look of Love Book•CV Milagros del Amor
• Boutique Hotel• Romantic Kit• Open Cinema
• 7 days before big event• 7 days separation...• Unwrinkling Display
• Pond’s Institute•Pond’s Beauty Kit
Launch:Master Campaign
Launch:Master Campaign
Must Have Channels
TV (Open & Cable)MagazineInternet
TV (Open & Cable)MagazineInternet
Consumer Engagementthrough participationin romance activities andexperiences
THANK YOU