1. T h e P r e m i u m C o l l e c t i b l e C o m p a n y
C r e a t i n g R e l e v a n t C o n n e c t i o n s
2. “ A l i g n i n g v a l u e w i t h v a l u e s ”
As outlined by Deloitte in their 2010 report entitled..”Consumer 2020 Reading the Signs”
“Todays consumers will shape their buying decision and consumption based on values and beliefs...
Consumers will continue to hunt for better value,but they will also expect their values to be embedded in what they buy.
Business will need to adapt and develop new products and services to fit the lifestyles,preferences and definition of value””
Collectibles respond to this consumer concern
3. T O P I C S
Company Introduction|Case Studies|Benefits of Collectibles|Strategy|Results
4. An merchandising company founded in 1990,PMI Inc’.. ....
specializes in designing,producing and the distribution of”Irresistible Collectibles””...
We utilize the singular,unique selling points of collectibles to build a deeper consumer relationship...
To drive sales by building a community experience..to broaden product appeal.
In other words,the kind of targeted ,relevant programs that resonate with consumers.
C o m p a n y I n t r o d u c t i o n
5. The powerful selling point of our collectibles addresses the present consumer sentiment shift
from a simple desire to possess
to a deeper desire for a more meaningful,relevant experience.
A detailed pre planning process drives our proprietary manufacturing system to achieve
and deliver the highest level of workmanship.
In addition , our packaging process developed by PMI Inc, greatly reduces the impact of damages,allowing us to deliver
the perfect collectible,thus completing this process.
Periodic inspections and total project management ,are handled by our team in Hong Kong.
This ensures the strictest quality control is implemented and respect time lines are met.
6. Benefits of Collectible Series
Relatively inexpensive to implement Shift-Acquire New Customer
! ! ! ! Effective retention tool
Authentically Connecting with consumers Encourage cross branding purchases
Enhance value proposition of the brand
Rewarding loyal customers Increase of repeat purchases
L e v e r a g i n g t h e b r a n d s
7. Must tell a story
Must be relevant---address current concerns
Consumer Themes
To solicit customer attention
Utilize Direct mailing
To create customizable consumer conversation with loyal customers
Educate consumers
Deliver information of future products
Generate interest in cross products
Increase lead referrals
Effective if.....
12. Red Rose
Collectible Program
Red Rose Tea sales had been in decline for some time
Reinvigorate brand interest and win back lost market share
Challenge
13. Acquire New Customers Increase loyalty and potential value of existing customers
Induce cross-product buying by existing customers Motivate referrals!
Identify loyal customers Design collectibles reflecting the trends and values of the times.
Encourage consumers to connect Deflect competitive challenges
Goals
14. R R R R Re d R o s e - S u c c e s s f u l 4 ye a r C o l l e c t i b l e P ro g r a m
Developed a story that reinforced brand awareness.....
created a strong emotional bond with customers.
PMI proposed a series of premium collectible figurines that consumers simply could not
get enough of.A total of 32 collectibles were created.
15. Strategy
Phase 2
Evaluated suppliers,negotiated production schedule
Analysis-Streamlined an effective cost distribution operation
Proposed special packaging to reduce breakage
Nominated key personnel
Phase 1
Examined themes,gender,price points
Submitted Preliminary sketches to team
Identified Design/Production Challenges
Centralized program
Presented Project time line
Dedicated resources to logistics
Distribution-Identified distribution centers
Coordinated logistics,warehousing
Implemented quality control system
Phase 3
16. Ordered samples for evaluation test quality,, packaging
Tested collectibles /pollybag for health compliance
Developed our own special packaging to eliminate
breakage-0%
Engaged 3rd party inspection companies
HK personal inspected production
Phase 4
Phase 5
Placed order of 1.4 M collectibles per year for 4 years
Distributed collectibles as per provinces’ request
Created special gift sets for in store contests
17. Produced /designed/ implemented a 4 year in- pack continuity program of approx. 1.4 million hand-
made mini-collectibles per year.
Distributed throughout major shopping store retailers throughout Canada
Solution
18. R e s u l t s
R e d R o s e
Consumption from year 1 year- 3 averaged 32-35%
Market Share increased an average of 2-3 points
Factory shipments rose on an average of 26%
Generated Brand awareness - 19-22 %
! ! !
22. Dare’s share of the cookie market had been slowly crumbling for years .
Research indicated that adults tended to buy cookies more for themselves than for their children.
Solution was to develop three collectible tin canisters selected from 12 different kinds of Dare cookies offered in store.
New packaging was designed to reflect the different moods people feel when eating cookies
23. Produced 300,000 .........decorative tin canisters as an in-store program for their 3 new biscuit launches
Distribution throughout Canada to most major grocery chains
Strategy
STORE DISPLAYS:
TARGET 750 stores;Actual 1,1,20
(+49%)
SHARE:
TARGET +2 %;ACTUAL + 2.5%
VOLUME:
TARGET+10%;ACTUAL + 18.4%
KEY RESULTS
26. Novartis wanted a self-liquidator for their Sudafed and Triaminic Children’s Brand Syrup.To reward trial and
please the child...while meeting the highest standards in huggability,quality and service.
Designed /produced/100,000 Plush toys as in store liquidator for their children’s cough syrup.
The Canadian launch was a great success..so much so that the first year inventory of Teddy and
Bernie was gone within a few months.
Distributed throughout major drug store outlets
30. Produced 100,000 egg cookers according to Canadian Health Standards.
A cross selling in pack program developed for Danby Inc and C.E.M.A was offered in 750 stores .
PMI designed and produced the new packaging with instruction sheet.
Implemented distribution strategy.
RESULTS:+2.5 Market share increase
