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Insight Innovation Exchange LatAm 2013


HOW PEPSICO REDEFINED RESEARCH
 Ana Alvarez (PepsiCo)

 Larissa Moreira (MESH Planning)

Ana Alvarez (PepsiCo)

Larissa Moreira (MESH Planning)



                                         1
PepsiCo in Latin America

                           PepsiCo Brazil Beverages




                            PepsiCo Brazil Foods




                                                      2
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
Performance with Purpouse




•Encourage people to   •Protect the Earth's   •Investing in our people
 have a healthier.      natural




                                                                         4
Consumer & Insight Vision




         To be an essential catalyst for
            transformational growth




                                           5
TO CHALLENGE THE STATUS QUO




                              6
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
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
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
Mexico Gatorade
 Mexico Launch
  Sports drinks
                                         Sports nutrition




  Research Challenge:
  How to evaluate innovative channel strategy round
  experiential touchpoints?

          www.meshplanning.com                              10
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
These were the most persuasive


                                 Touchpoint Experience Map
                         80%
                                                                                                 Experiential
                                                                                                Touchpoint 1
Purchase Intent (TB %)




                         70%                                                   Experiential                            Experiential
                                                                              Touchpoint 3                            Touchpoint 4
                         60%
                                                        Non-experiential                                           Experiential
                                                         touchpoint 1                                             Touchpoint 5
                         50%                                                                       Experiential
                                     Non-experiential                                             Touchpoint 2
                         40%          touchpoint 4
                                                                                          Non-experiential
                                                                                           touchpoint 2
                         30%
                                               Non-experiential
                                                touchpoint 5                 Non-experiential
                         20%                                                  touchpoint 3


                         10%
                               10%         20%            30%              40%           50%             60%          70%             80%

                                                                    Positivity (TB %)

                                     www.meshplanning.com                                                                                   12
And impacted on most important
brand metrics
                                       Impacted through experiential
   Impacted through digital                    touchpoints
         BRAND METRIC 1                          BRAND METRIC 1
         BRAND METRIC 2                          BRAND METRIC 2
         BRAND METRIC 3
         BRAND METRIC 4                         IMAGE STATEMENT 2
                                                IMAGE STATEMENT 3
        IMAGE STATEMENT 1                       IMAGE STATEMENT 4
        IMAGE STATEMENT 2                       IMAGE STATEMENT 5
        IMAGE STATEMENT 3                       IMAGE STATEMENT 6


                                          EDUCATIONAL IMAGE STATEMENT 1

                                          EDUCATIONAL IMAGE STATEMENT 2

       RE-POSITIONED AS CAMPAIGN          EDUCATIONAL IMAGE STATEMENT 3
                        PRIORITIES        EDUCATIONAL IMAGE STATEMENT 4

                                          EDUCATIONAL IMAGE STATEMENT 5

                                          EDUCATIONAL IMAGE STATEMENT 6
                www.meshplanning.com                                      13
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
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
A similar study in Brazil
 Mexico Launch




          www.meshplanning.com   16
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
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
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
2




                                       Guatemala Pepsi study
 PepsiCo Business Issue
2: How to evaluate the
   effect of trade on
        brand?




                          www.meshplanning.com                 20
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
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
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
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
Final words




              25

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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
  • 4. Performance with Purpouse •Encourage people to •Protect the Earth's •Investing in our people have a healthier. natural 4
  • 5. Consumer & Insight Vision To be an essential catalyst for transformational growth 5
  • 6. TO CHALLENGE THE STATUS QUO 6
  • 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
  • 12. These were the most persuasive Touchpoint Experience Map 80% Experiential Touchpoint 1 Purchase Intent (TB %) 70% Experiential Experiential Touchpoint 3 Touchpoint 4 60% Non-experiential Experiential touchpoint 1 Touchpoint 5 50% Experiential Non-experiential Touchpoint 2 40% touchpoint 4 Non-experiential touchpoint 2 30% Non-experiential touchpoint 5 Non-experiential 20% touchpoint 3 10% 10% 20% 30% 40% 50% 60% 70% 80% Positivity (TB %) www.meshplanning.com 12
  • 13. And impacted on most important brand metrics Impacted through experiential Impacted through digital touchpoints BRAND METRIC 1 BRAND METRIC 1 BRAND METRIC 2 BRAND METRIC 2 BRAND METRIC 3 BRAND METRIC 4 IMAGE STATEMENT 2 IMAGE STATEMENT 3 IMAGE STATEMENT 1 IMAGE STATEMENT 4 IMAGE STATEMENT 2 IMAGE STATEMENT 5 IMAGE STATEMENT 3 IMAGE STATEMENT 6 EDUCATIONAL IMAGE STATEMENT 1 EDUCATIONAL IMAGE STATEMENT 2 RE-POSITIONED AS CAMPAIGN EDUCATIONAL IMAGE STATEMENT 3 PRIORITIES EDUCATIONAL IMAGE STATEMENT 4 EDUCATIONAL IMAGE STATEMENT 5 EDUCATIONAL IMAGE STATEMENT 6 www.meshplanning.com 13
  • 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

Notes de l'éditeur

  1. 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?