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Стратегический Директор Optimum Media OMD Ксения Михайленко на конференции "Рецепт от кризиса", 12.06.2014, рассказала о специфике нынешнего кризиса для категории FMCG. В основном брэнды привыкли соревноваться в кризис на территории цен. В борьбе за самую низкую цену в FMCG всегда побеждают Private Labels торговых сетей. Противостоять им можно, только если ваш брэнд готов предоставить «вознаграждение» выше Private Labels, чтобы оправдать разницу в цене. На уровне продуктов разница не всегда ощутима, поэтому может быть передана в основном на уровне брэнда и его коммуникации. Поэтому ставку нужно делать или на продвижение брэнда (а для FMCG это в первую очередь ТВ) или на продажи по самой низкой цене.
Citation preview
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I N S I G H T S • I D E A S • R E S U LT S
Affordable happiness or FMCG in crisis
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It’s true that Ukrainian consumer is
unconfident now
2
Confidence index 56 (-7P vs. 1Q’13)
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Unconfidence has financial & emotional background
3
Stress Financial limitations
Activates “Safety mode” in consumers minds
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Emotional-Financial=purchase intention
Brian Knutson, Professor of Stanford University made an experiment, which measured neural activity of consumers minds. This research discovered that when consumers look on price of the product, they activate the area of brain that responsible for pain.
Pain Reward
Source: Phil Barden Decoded he Science Behind Why We Buy
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pain reward
Purchase takes place when reward is
higher than pain
>
Decrease Pain (Price) or Increase Reward (Brand/product proposition).
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Consumers fill pain, especially today…
Consumer Confidence Index (CCI) Index of the Current Situation (ICS) Index of Economic Expectations (IEE)
Source: GfK Ukraine
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Producers are looking for pain-relive drug
1+1=3
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Who will win in the price rush?
Price
Rew
ard
Private Labels
A brands
B
B
B
B
B
B
A
A
Private Labels as the price-based proposition has ability to provide the lowest prices to consumers
“Make your brand strong, or get organized to be the one that sells at the lowest prices!”
A
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Are you ready to provide the lowest price?
All the year round?
Challenge #1:
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The field of battle
Role of product’s characteristics & marketing In the category
# o
f big
bra
nds
In
the c
ate
gory
Price driven: higher share of private labels
High differentiation, Limited # of Big brands
High differentiation, Big # of Big brands
Low differentiation, Big # of Big brands
Low differentiation, No/ limited # of brands
Double efforts for the impulse
categories
Pure Price battle
Needed category argumentation &
category TOM support
Brand image support is highly
important
Convince in your added value or sale
by the lowest price
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Can you sell your brand or your category only through the best price proposition?
Challenge #2:
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Bring Value or get organized to be the one that
sells at the lowest prices!
advertize or lowest price
12
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Let’s look on the problem from other side!
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Crisis is the time of opportunities
Usually the ability of brand to win SOM is limited as the big part of customers are buying on “autopilot”. Now customers are reconsidering almost every choice and can open a new brands for themselves.
14
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Increase reward opposite to pain
15
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Brand is the frame which
changes perception of the base product
The similar products can have different perceived values for consumers depending on the brand which is behind that products.
16
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Perceived value of the brand can
justify it’s price
Brands which will convince consumers that they can satisfy specific consumption goals (relevant in crisis) better than other can justify their prices.
17
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VALUE for money,
has broader meaning than value for money brands
18
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How become considered and create
rewarding value for consumer?
There is no “magic pill” for any brand. Each category and brand are unique one. But there are several directional options which can be considered for different categories as a base for further thoughts .
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First of all Don’t act like “nothing happened”
Avoid the 'business as usual' approach in your advertising that can result in ads out of touch with people's concerns during a recession and, eventually, translate into a waste of money
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Consumers are changing
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Shock, fear, depression
Intend to consume smarter
Need of confidence in their choice
Escapism demonstrates
the growing trend in society
Waiting for empathy from
surrounding world
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What do they need from brands
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Proof of correct choice
Feeling that the choice is smart
Understanding of their current
situation from the brand
Self-
Indulgent,
possibility to
run from reality
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Values relevant in crisis:
More for the same money
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Like professional, but more affordable
Performs like more expensive
Smart choice
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Values relevant in crisis:
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Confidence
Less amount, but proven quality
Needs that you can afford
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Values relevant in crisis:
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Understanding
Brand as ally (союзник)
Empathy Brand (сочувствующий)
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Values relevant in crisis:
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Indulgence
Enjoyment/Reward
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Values relevant in crisis:
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Escapism
Feel like in another place
Territory of positive emotions
Territory of positive emotions
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Affordable happiness in crisis
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11,5грн
11,5грн
8,5грн
4,5грн 1,3грн 2грн
Big pleasures are on “pause” mode now. But there are a lot of things that consumers can afford to indulge themselves and feel happiness in black & white period.
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Ролик
29
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?????????????????
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Are there any break –through media recommendations in crisis times?
Any media thoughts???
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Only 2:
31
•Focus big
• Media rules are the same
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Focus big
Xno
Focus on mass-coverage media with proved effectiveness (TV)
Vyes
Focus on key brands, to invest in enough volume for each
Choose the strongest brands which has potential to survive
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Media rules are the same
Media:
is Mathematics is not a poetry
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Media rules are the same
Media has it’s oven rules which works in all the times: • Broad coverage = Big consumer base = Big Share of Market • Consistency of communication = People forget = Out of air-Out of mind • Competitive SOV = Visibility =Competitive SOM • etc. …
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Crisis doesn’t changes media approaches
it changes communications
35
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I N S I G H T S • I D E A S • R E S U LT S
Make your consumers happier!