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Similaire à ORION_Presentation_Team6
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ORION_Presentation_Team6
- 1. Product/Brand Marketing Dec 9, 2010 VERONIKA Ježková IRINA Lukyanova IVANA Sadílková PETR Weida TEREZA Bártová Team No. 6Team No. 6 Orion Chocolate BLOrion Chocolate BL Case StudyCase Study
- 2. Outline • Market Analysis – SWOT Orion – SWOT Milka • Key Issues • Target Group • ST Objectives • Mrktg Strategies • LT Vision • Brand Essence • New Package Design • Action Plan • Budget • P&L • LT Objectives • Storecheck 19.3.2015 2
- 3. 19.3.2015 3 SWOT Orion Strengths Weaknesses • Tradition • Well-established local brand • Cacao taste • Quality • Level of distribution • Winner in blind tests • Weak perception by consumers • Non-uniform communication campaign and positioning • Inexpressive package • Low customer loyalty Opportunities Threats • Growing market of tablet chocolates • Limited editions • Better communication • Uniform positioning • Population´s getting older • Innovation • Growing Milka´s MS • Loss of a shelf share • Increasing price of cacao • Private labels´ similarity and quality
- 4. 19.3.2015 4 Strengths Weaknesses • Milk taste • Natural impression • Well-established international brand • High loyalty of customers • Uniform communication campaign and positioning • Successful price policy • Higher price • Not traditional local brand in the CR Opportunities Threats • Gain of a higher shelf share • Penetration into other markets • Innovations • Local brand´s development • Threatening loss of the violet cow as a symbol SWOT Milka
- 5. 1) Weak perception by consumers 2) Unknown „reason why“ 3) Non-uniform communication campaigns and positioning of the brand 4) Unattractive package 5) Lower loyalty 6) Lower price elasticity than Milka 19.3.2015 5 Key Issues
- 6. • Age: 30+ • Families with older children, single people • Their attitudes/values: – Preference of cacao taste – Nationality – Care about price – Need to enjoy the taste of one piece of chocolate longer 19.3.2015 6 Target Group
- 7. 19.3.2015 7 Mrktg Objectives OBJECTIVES GOALS Diff. (p.p.) To increase the loyalty of consumers/ shoppers 20% (5/2010) 30% (12/2011) 10 To increase the penetration 37% (5/2010) 45% (12/2011) 8 To increase the market share 8,9% (12/2009) 12% (12/2011) 3,1 To stabilize the price policy* Orion´s price lower than Milka´s in 90% of cases * Conclusion based on observation
- 8. 19.3.2015 8 Mrktg Strategies "4P" STRATEGIES MEASURES Product Address shoppers so that they would buy Orion BL instead of Milka. Penetration Price Pay attention to the current price of Orion BL in certain stores (it mustn´t be higher than the price of its biggest competitor Milka). Price map Place Definitely continue with the current level of distribution, further try to focus on new distribution channels. Number of the first trialists, BA Promotion Convince shoppers/consumers so that they would change their perception about the quality of the brand Orion. Brand health
- 9. „Become a star among chocolates for the traditional softly cacao taste.“ 19.3.2015 9 LT Vision „Stát se hvězdou mezi čokoládami pro tradiční jemně kakaovou chuť.“
- 11. 19.3.2015 11 New Package Design New package design as a part of the chosen product strategy: • More shiny colour • More specific name for Orion chocolates BL • Flavour identified with a picture as well as in words
- 12. Action Plan * Regarding the exact number of days when we are in TV, please see the back-up slides no. 25-26 about TV commercial
- 13. 19.3.2015 13 TV Commercials SP MP Čt 1 2x 5x Nova 5x 8x Prima 3x 8x January February March April May June July August September Octomber November December 2x20s x 1x20s 1x20s 2x20s 1x20s x x 2x20s 1x20s 1x20s 1x20s x x 1x30s 1x30s x x x x x 1x30s 1x30s x note: MP SP • Advertising on three major programs: – Nova – Prima – ČT 1 The most watched programs by our target group How many times per week ? (divided according to different TV programs)
- 14. 19.3.2015 14 Spaceshow „Hvězdná koleda“ „Come to enjoy long-lasting cacao taste!“ Make a traditional communication tool from this event Eastern, St. Nicholas Day (peak) -> Beginning approx. 3 weeks before these holiday 18 Czech cities (9 Bohemia + 9 Moravia) 2 Orion „spaceships“ – 18 cities – 3 weeks - Family competitions, selling stand - Start of long-term CC announced (flyers) - Testimonial
- 15. 19.3.2015 15
- 16. 19.3.2015 16 Consumer Competition „Koledování s Orionem“ Involve not only particular consumers but especially the whole families as well as their close friends Start: Easter Spaceshow End: St. Nicholas Day Spaceshow 7 months Start + End: Particular Czech cities Consumers will be asked to collect packages from Orion chocolates BL within a certain period Prices: 1) 25 pcs – Orion chocolate liquer 2) 50 pcs – Orion desk game 3) 75 pcs – Orion fondue set -> Main price: „Weekend stay for your family and friends at a cottage in the mountains.“
- 17. Jan Feb Mar Apr May Jun x Lower price Tasting (with hostesses) 2 + 1 free Easter promo (special Easter package for 3 chocolates) 2 + 1 free Lower price 19.3.2015 17 Sales Promotion Jul Aug Sep Oct Nov Dec x x Lower price Tasting (with hostesses) 30% for free (identified directly on the package) 2 + 1 free Lower price
- 18. 19.3.2015 18 Budget (1year) Item Cost (CZK) Online advertising 200 000 Billboards (outdoor) 1 250 000 Metro (outdoor) 750 000 Trams (outdoor) 1 000 000 Radio advertising 2 500 000 TV commercial (incl. production) 15 000 000 Sales promotion 3 120 000 Creativity 1 000 000 Consumer Competition 1 000 000 Spaceshow (Easter, St. Nicholas Day) 4 180 000 SUMA 30 000 000
- 19. 19.3.2015 19 Budget (1year) One Spaceshow Item Cost (CZK) 2 trucks (rent) 500 000 2 drivers (wage) 60 000 Fuel 20 000 Staff for 2 trucks 500 000 Sampling (tasting, blind tests) 50 000 Gifts, goodies 50 000 Equipment for competitions 10 000 Selling stand (incl. installment) 150 000 Rent for 18 squares 750 000 SUMA 2 090 000
- 20. 2010 2011 Sales (pcs) 268 600 000 362 000 000 Price 19,90 CZK 19,90 CZK VC 51 % 51 % MC 49 % 49 % PFME 10 % 8,3 % 19.3.2015 20 P&L
- 21. • Penetrate into new distribution channels – Airplanes: „sky shop“ – Fast trains: pendolino, EC, IC – Buses: esp. Student Agency • Keep price politics stable • Make a traditional annual event from the spaceshow „Hvězdná koleda“ • Create own websites for the brand Orion 19.3.2015 21 LT Objectives
- 23. Product/Brand Marketing Dec 9, 2010 19.3.2015 THANK YOUTHANK YOU FOR YOUR ATTENTION!FOR YOUR ATTENTION! ….any
- 24. • Main period (MP) – Longer version (30s): 2 weeks before/during the spaceshow – Shorter version (20s): 2 weeks before/during the spaceshow • Secondary period (SP) – Continuous advertising – general TV spot (20s) 19.3.2015 24 Back-up TV Commercials
- 25. 19.3.2015 25 Back-up TV Commercials MP Monday Tuesday Wednesday Thursday Friday Saturday Sunday 6 - 10 h Čt 1 Nova Prima Čt 1 Nova Prima Čt 1 10 - 16 h Nova x Nova x Prima x x 16 - 18 h x Prima x Prima x x Prima 18 - 23 h Čt 1 Nova Prima Nova Čt 1 Prima Nova 23 - 6 h x x x x x Nova x SP Monday Tuesday Wednesday Thursday Friday Saturday Sunday 6 - 10 h Čt 1 x x Prima x x x 10 - 16 h x x x x x x Nova 16 - 18 h x x Nova x x Prima x 18 - 23 h x Nova Prima Nova Čt 1 Nova x 23 - 6 h x x x x x x x
- 26. 19.3.2015 26 Back-up TV Commercials 4 weeks MP 30s 6 496 000 Kč 4 weeks MP 20s 5 196 800 Kč 8 weeks SP 20s 6 688 000 Kč Total 18 380 000 Kč Discount 35% Total (after discount) 11 950 000 Kč Budget (1 year)
Notes de l'éditeur
- TARGET GROUP Age: 30+ Families with children aren´t our priority no. 1 anymore. Why? Because children usually don´t like too much cacao in a chocolate, they prefer rather milk taste. Focus rather on families with older children, single people. Important attitudes/values: People that prefer cacao taste (higher cacao share in chocolate). People that are nationalistic, i.e. they are proud of the Czech nation and therefore prefer honest and traditional Czech products. People that care about price. People that can enjoy one piece of chocolate longer.
- STRATEGIES Focus on a shopper as well as a consumer (adults for themeselves, mums for their families). We suppose that cooperation with customers isn´t our key issue. PRODUCT Address shoppers so that they would buy Orion instead of Milka. Targeting: People who buy chocolate randomly. People who aren´t committed to any brand. Approximately 40% f the Czech population. It´s necessary to communicate especially chocolate advantages so that people could identify themselves with the brand. Measures: Penetration (%) Action plan: Change packaging design, uniform communication campaign (will be specified later). PRICE Pay attention to the current price of Orion BL in certain stores, it mustn´t be higher than the price of its biggest competitor Milka (supposed that none of them is in promotion). This strategy is based on the fact that we have noticed in some stores that the price of Orion BL was higher than the price of Milka. Action plan: Merchandisers have to watch out the price and inform the appropriate sales reps if necessary. There is another question that we have to take into consideration: Should Orion response to the reduced price of Milka if it is in promotion? NO -> who likes Orion, buys it even for the original price. If shoppers hesitate between Milka and Orion in promotion, those who always prefer Milka and those who buy chocolate randomly, buy Milka anyway. PLACE Definitely continue with the current level of distribution, further try to focus on new distribution channels. Potential distribution channels: Czech Airlines – sky shop Trains – pendolino, EC, IC Buses – Student Agency Measures: Number of the first trialists (SA) Brand awareness (CSA, trains) Action plan: SA: hot beverages free of charge + small Orion chocolates (sampling + tasting) -> it would be also possible to buy chocolate here CSA: possibility to buy chocolate in terms of a sky shop PROMOTION Convince shoppers/consumers so that they would change their perception about the quality of the brand Orion. Measures: Brand health („spider“ – larger diffusion of key features) Action plan: Excellent communication campaign (will be specified more deeply later) TV spot – highlight positive results of blind tests Spaceshow „Hvězdná koleda“ - chocolate tasting, blind tests Consumer competition Promo actions – eps. blind tests in stores
- BRAND ESSENCE Depicted in the form of the space galaxy Consists of 7 main features Tradition Local aspect Quality National pride Cacao taste Experience/Enjoyment Shopper/Consumer
- PRE-EVENT COMMUNICATION BILLBOARDS where: the particular cities that are included in the roadshow timing: 1 month before the spaceshow starts Metro - Prague Trams – selected bigger cities: Plzeň, Brno, Ostrava, Praha, Liberec, Olomouc -> timing: always 2 months before the spaceshow starts RADIO ADVERTISING Radio Impuls – local (regional) radio broadcasting 5 times per day/ 3working days + Saturday/4weeks costs: http://www.impuls.cz/text/cenik/32 (source)
- TV ADVERTISING 2 types: Shorter version General commercial Transmitted throughout the year Length: 20 secs Longer version Adjusted general commercial At the end there should appear a note about the upcoming event – Spaceshow „Hvězdná koleda“ List of cities where Orion trucks will arrive Specific dates when they will arrive „Come to convince yourselves to your cities.“ („Přijdťe se přesvědčit do vašich měst.“) Length: 30 secs Note: MP – the period around the spaceshow SP – the whole period of the year besides the period around the spaceshow March + April: 30s – 20s – 30s – 20s (change of longer and shorter version of TV commercial) November + December: 30s – 20s – 30s – 20s (change of longer and shorter version of TV commercial) Months that are not related to the spaceshow: TV commercial as a support of brand awareness
- MAIN EVENT Orion Spaceshow – „Hvězdná koleda“ Key message: „Come to enjoy long-lasting cacao taste!“ („Přijďte si vychutnat dlouhotrvající kakaovou chuť!“) Description: An event for the whole Czech Republic. It will také place twice per year – in the periods of Easter and St. Nicholas Day. Objective of the event: To make a traditional communication tool from this event because in these periods the connection with chocolate adventures appears as very actual and practical (many chocolate figures are usually given out: chocolate bunnies, chocolate Nicholaseses and devils, Christmas callendars). When? April – Easter Monday (25/4/2011) December – St. Nicholas Day (5/12/2011) -> Start approximately 3 weeks before planned traditional holidays. -> The entire event has to be tightly bound with traditional Czech holidays. Where? (related only to one spaceshow) 18 Czech cities (2 trucks – 1 for Bohemia, 1 for Moravia) 9 cities in Bohemia 9 cities in Moravia Planned schedule: bigger cities (weekends), smaller cities (week days) – one day for a transfer Accompanying activities (related only to one spaceshow): Orion truck – interior: Chocolate production – process description, presentation in the form of projection History of Orion – change of branding and packages throughout the years Hostesses Chocolate tasting Blind tests Racks with flyers (new consumer competition announcement, information + rules, prices) The whole afternoon should be moderated by a testimonial. Competitions for families, friends (unlimited regarding their age). Selling stand – chocolates can be also purchased, especially thematic chocolate figures, callendars. Consumer competition will be announced and initiated in terms of Easter spaceshow – important role of testimonial: Competition will be officially published Rules will be introduction Flyers will be given out
- SPOTŘEBITELSKÁ SOUTĚŽ Name: „Koledování s Orionem“ Timing Between Easter and St. Nicholas Day spaceshow Rules Competition will be initiated in the course of Easter spaceshow, all consumers will be asked to start collecting packages from Orion chocolates BL Competition will be finished in the course of St. Nicholas Day, all consumers will be asked to personally hand over already collected packages at specially prepared stands in the particular cities. Obviously we would like to involve consumers from the whole Czech Republic, therefore the competition will be communicated in the nationwide media. Objective of the competition: To involve not only particular consumers but especially entire families and their closer friends. Prices: 25 pcs – Orion chocolate liquer 50 pcs – Orion desk game 75 pcs – Orion fondue set For each 75 pcs of packages that will be handed over by a single consumer, or even better by a family, will be granted 1 lot, after the competition will be finished, all lots will be mixed and then 1 winner will be drawn. Main price for such a winner: „Win for yourself, your family and friends a weekend stay at a cottage in the mountains!“
- SALES PROMOTION January: x February: Lower price + Tasting with hostesses March: 2+1 free April: Easter promo action: 3 chocolates + special Easter package that consumers will be free to pick up at the information desk directly in a store May: 2+1 free June: Lower price July: x August: x September: Lower price + Tasting with hostesses October: 30 % for free (identified directly on the package) November: 2+1 free December: Lower price
- EXPLANATION Sales 2010: slide 22 (price elasticity Orion BL) 2011: it results from already defined objectives and goals for 2011 that we will be expecting a certain growth of the MS: 8,9% - > 12% = 3,1 p.p., which is 35% (in comparison to 2010 planned sales should be 100 milion pcs higher) PFME 2010: an estimation which amount could be spent in 2010 2011: the amount that we would like to spend for our mrktg activities in 2011 (8,3% = 30 milions)
- WEBSITES Proposed content Product portfolio Information about ongoing competitions Information related to other activities undertaken by Orion team (e.g. spaceshows) …
- STORECHECK Important notes based on our observation Price of Orion BL mustn´t be higher than price of Milka we would recommend to send some sales reps to certain types of stores (esp. Billa) to check the price Milka´s block of chocolates usually shines strongly (thanks to the colour of its packages) in comparison to Orion we would recomment to redesign the package of Orion´s chocolates Milka generally occupies more space in terms of secondary placement in stores
- MP – the period around the spaceshow SP – the whole period of the year besides the period around the spaceshow
- MP – the period around the spaceshow SP – the whole period of the year besides the period around the spaceshow
- MP – the period around the spaceshow SP – the whole period of the year besides the period around the spaceshow