Similaire à How PepsiCo Redefined Research by Ana Alvarez of PepsiCo and Larissa Moreira of MESH Planning - Presented at Insight Innovation eXchange LATAM 2013
Similaire à How PepsiCo Redefined Research by Ana Alvarez of PepsiCo and Larissa Moreira of MESH Planning - Presented at Insight Innovation eXchange LATAM 2013 (20)
Insight Innovation Challenge: Digital Convergence: Driving Deeper Insights Fo...
How PepsiCo Redefined Research by Ana Alvarez of PepsiCo and Larissa Moreira of MESH Planning - Presented at Insight Innovation eXchange LATAM 2013
1. Insight Innovation Exchange LatAm 2013
HOW PEPSICO REDEFINED RESEARCH
Ana Alvarez (PepsiCo)
Larissa Moreira (MESH Planning)
Ana Alvarez (PepsiCo)
Larissa Moreira (MESH Planning)
1
2. PepsiCo in Latin America
PepsiCo Brazil Beverages
PepsiCo Brazil Foods
2
3. A structure that Brazil deserves
• AmBev´s partnership since 1994
12 thousands employees
•+ of 1 million of point of sales
• 19 factories
•2.500 sales routes
•+ 100 distribution center
3
7. Redefine Research in Latam
Process & Inspiration Partners
• Motivation the insight team to • Innovative approach (MESH
try the new Planning, Scoop & Co, Animux,
Insittun, Touch, EC- Global, etc)
• Supporting them to assume risk
• Dual Responsibility - local & • Co-create and develop research
regional expertise products proper to our realities
• Rigid brief process
• Outside eyes • Costs is still an issue in this region –
be creative without compromising
• Not be afraid to say what they the quality
are not expecting
• Having fun always • Different aproach
7
8. PepsiCo Business Issue 1: PepsiCo Business Issue 2: PepsiCo Business Issue 3:
How to evaluate the How to evaluate the How to incorporate Human
effectiveness of new effect of trade on Sustainability into research
channel strategy? brand? to act as a change agent for
PepsiCo?
www.meshplanning.com 8
9. 1
A brief introduction to how
Real-time Experience Tracking works
PepsiCo Business Issue 1:
How to evaluate the
effectiveness of new
channel strategy?
www.meshplanning.com 9
10. Mexico Gatorade
Mexico Launch
Sports drinks
Sports nutrition
Research Challenge:
How to evaluate innovative channel strategy round
experiential touchpoints?
www.meshplanning.com 10
11. Gatorade dominated the
experiential touchpoints
Touchpoint Share Our client Brand A Brand B
Non experiential 1 36% 19% 46%
Non experiential 2 63% 16% 21%
Non experiential 3 32% 18% 51%
Non experiential 4 33% 10% 58%
Experiential touchpoint 1 64% 15% 20%
Non experiential 5 48% 21% 31%
Non experiential 6 39% 15% 47%
Non experiential 7 52% 21% 28%
Experiential touchpoint 2 57% 22% 20%
Experiential touchpoint 3 71% 18% 11%
Non experiential 8 53% 28% 19%
Experiential touchpoint 4 47% 18% 34%
Diary – Base: Total (3543)
www.meshplanning.com 11
14. Recommended…
Spend more on… Spend less on…
Experiential
Traditional media
touchpoints
Generic
Tailored outdoor
Outdoor
Sub brand A Sub brand B
www.meshplanning.com 14
15. What happened next?
Money switched from TV to experiential touchpoints…
90
88 Use by athletes
85 85
82
80 81 Improved
77 performance
75 75 73 For someone like me
70
65 66 Modern
60
Q1 '11 Q2 '12
…and Brand Metrics improved substantially
www.meshplanning.com 15
16. A similar study in Brazil
Mexico Launch
www.meshplanning.com 16
17. Business questions:
How has the Win From Within campaign performed?
The real-time data demonstrates an extremely
impressive campaign performance; though
reach could have been higher.
A powerful and memorable
strapline has been an important
component. The ‘Win from
Within’ messaging was easy to
relate to and clearly appealing.
Comercial do gatorade, com
atletas de
corrida, futebol, volei. Me
chamou a atenção o slogan
do Gatorade: vencer vem de
dentro.
Senti que a mensagem foi de que não adianta você usar
ótimos acessórios, seja tênis, camisa... você tem que
estar bem consigo mesmo, seu corpo precisa estar bem...
passa superioridade e guarra.
17
18. Business questions
What is the value of sponsorship?
Gatorade is strongly linked to ‘sport’ in general and outperforms all other brands
on sponsorship.
no jogo corinthians x sport, havia
um patrocinio enorme da
gatorade. bem interessante e que
acima de tudo valoriza a marca.
fiquei contente ao ver a marca no
patrocinio da copa sul-america um Gatorade Patrocina o
produto qual consumo e gosto com Futebol , muito legal!
um esporte q adoro muito legal
Gatorade soccer sponsorship in particular generates an
emotive, passionate response – sponsorship here goes beyond
just providing campaign support.
18
19. Recommendation
Spend less on/Limit
Keep investing in … Spend more on …
spend on…
Non-Soccer Soccer Facebook
Sponsorship Sponsorship Advertising
Online Brand
Generated TV In-Store
Content
Gyms
19
20. 2
Guatemala Pepsi study
PepsiCo Business Issue
2: How to evaluate the
effect of trade on
brand?
www.meshplanning.com 20
21. Pepsi traditional trade store experiences
are behind a key competitor but improve
when the activation kicks in
Traditional trade stores Experience Map
80%
Brand C
Purchase Intent TB(%)
Pepsi Control
60%
Pepsi Pitbull
40% Brand B
20%
Brand A
0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Positivity TB(%)
www.meshplanning.com 21
22. Overall, In store activation has driven
brand affinity measure directly
Relative areas of impact of in store activation
Makes me feel happier How much
Helps me express who I 3 For someone like me more likely
am
Is worth what you pay for someone is to
it 2 Is a brand I love associate a
statement with
Very refreshing
1 Has ads that appeal to Pepsi after in
you store activation
0 experiences
Is a brand that sets the Connects me to the music
trends I love
Inspire you to make most Drink when I’m out with
out of life friends
Tastes better than other Available where and
brands when I need
Is a fun brand
Activations in traditional trade stores are worth investing in again in the future
www.meshplanning.com 22
23. Ads featured around the fridge inside
the store are the most persuasive
Traditional Trade Store sub occasions (All brands)
Purchase Intent TB(%)
80%
70%
60% Outside poster Sticker in fridge
Ads above fridge
50% Other
Inside poster Fridge
40% Social areas* Frame around window
30% Shop front Inside displays*
20%
10%
10% 20% 30% 40% 50% 60% 70% 80%
Positivity TB(%)
Source: MESH Experience Tracking – Diary Data
Base: Experiences (texts): 7585.
Due to low base we’ve included all groups from both waves (Pitbull TV and Pitbull In-store wave) * 10<30 Experiences = Low Base
www.meshplanning.com 23
24. 3
The Sustainable Research eco-system
PepsiCo Customer
Network Community
PepsiCo Business Issue 3:
How to incorporate
Human Sustainability into
400 x Real- 20 x 1 x Customer Experience
research to act as a
time Community Community Directors
change agent for
Experience Leaders Manager
PepsiCo?
Reporters
Stakeholders Insight Team
www.meshplanning.com 24
Add base sizes inDiary Q3. Which Brand was it?; Q4. Where did you see, hear or experience it?; Q46. How did it make you feel?; Q47. How likely did it make you to choose that brand?