5. www.heidi-chocolate.com
5
Cue Routine Reward
The stimulus or behavioural
trigger: the context, situation
or association always
preceding regular action
The behavioural output itself:
the action, habit or
circumstance pursued
The benefit: tangible or
otherwise, a sense of
compensation permanently
associated with the action
itself
CHOICE AND HABIT IS CONTEXT-DEPENDENT
BECOMING PART OF ROUTINE MEANS BEING MENTALLY &
PHYSICALLY AVAILABLE AT THE RIGHT TIME
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13
Audiences are rarely as straightforward as we might
like
Source: GB TGi 2013 (Q2) All aged 18+, ever bought or drunk- in last 12 months
15% OF DRINKERS ARE
STYLE & STATUS
22% OF DRINKERS ARE
OVER 45
42% OF DRINKERS ARE
PARENTS
33% OF DRINKERS ARE
MEN
6% MORE ABC1 DRINKERS
THAN CHIVAS REGAL
25% OF DRINKERS ARE 65+
15. www.heidi-chocolate.com
There are no niche brands
THE DOUBLE JEOPARDY LAW:
Brands with less market share have fewer buyers and
they buy less frequently