Radu moldovan petrut heidi

www.heidi-chocolate.com

MARKETING IN A RECESSION

BUILDING BRANDS THAT ENGAGEPEOPLE

MARKETING IN A RECESSIONHOW DO BRANDS GROW?

PHYSICAL & MENTAL AVAILABLITY

Memory structures are weak in most consumers

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Memories build on memories

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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

1. Why Brands need to be distinct (not different)

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ADVERTISE THE BRAND AND NOT THE CATEGORY

DISTINCTIVE ASSETS create & sustain mental availability

FEW BRANDS ACCOMPLISH THIS AS WELL AS YOU MIGHT THINK

43% 814

STELLA ARTOIS ARE DELIVERING CONSISTENCY THROUGH-THE-LINE

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=jZWfUUDpENVD-M&tbnid=QYI1A6tAzAgSyM:&ved=0CAUQjRw&url=http://ab-inbev.co.uk/2013/03/stella-artois-quest-for-perfection-continues/&ei=L8yMUcCiNITt0gWvpIHwDg&psig=AFQjCNFJNNifQOUXjL7GMc8cIpJBn1SWAQ&ust=1368268171219621

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=rq0CLc61I05AeM&tbnid=rmN2QKkm8ZaBkM:&ved=0CAUQjRw&url=http://www.stellaartois.com/en/global/content/image/home/served-in-style&ei=XcyMUa7mK-nu0gWxs4HQDg&psig=AFQjCNG_XcmJjN7TWb1MfibICVdNl8Ya_w&ust=1368268244098663

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=hpO1wkTnRFEy5M&tbnid=HzXVsWUGSHbm9M:&ved=0CAUQjRw&url=http://ab-inbev.co.uk/2013/04/stella-artois-pouring-ritual-celebrated-in-the-on-trade/&ei=3MyMUZjOD86Z0AWi04DwAg&psig=AFQjCNHMy1AizHP-SAOqBmEhSec2wHel3g&ust=1368268367672066

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CARLING demonstrates the alternative

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=EJuqN1BIX2W0gM&tbnid=VBW8y0xS-IZdCM:&ved=0CAUQjRw&url=http://www.prweek.com/news/1118012/Carling-Chrome-anticipation-VCCP-Blue/&ei=GMWMUbaHN8rJ0QWX6IHICQ&psig=AFQjCNGXJKnLtdfzteMlhN8jpSEPinNYjw&ust=1368266374219911

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=6IBKFcs2SkAi4M&tbnid=u4Jh_1sI4ytjXM:&ved=0CAUQjRw&url=http://www.thedrum.com/news/2012/05/31/carling-drinks-brutishness-brilliantly-british-brilliantly-refreshing-campaign&ei=bcWMUbrwE8O-0QXzvYGgDQ&psig=AFQjCNG_Dh9AxxloW9tqrhfvqBmygy2Law&ust=1368266473134864

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=HVjILfq6rUODjM&tbnid=iAint-MHMzf-jM:&ved=0CAUQjRw&url=http://blog.making-pictures.co.uk/summer-carling-zest-dan-burn-forti/&ei=dcaMUcbJCdPK0AXE2YCoBA&psig=AFQjCNFGWDvP1sumSDq5VIRYknaklG0W3A&ust=1368266731990970

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=yoOqnGaotxewoM&tbnid=9W3vJExyWUIOeM:&ved=0CAUQjRw&url=http://theinspirationroom.com/daily/2008/carling-you-know-who-your-mates-are/&ei=csSQUZaGD-Om0AWY7ICYCg&psig=AFQjCNE3rXVS8uInG1OT9z_D21bfvAMDrg&ust=1368528365293531

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2. GET CLOSE TO THE POINT OF PURCHASEOWNING THE PERFECT MOMENT CAN HELP DELIVER THIS EFFICIENTLYEXPERIENTIAL AND INNOVATION

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Customer decides rule is a myth

4%80% 20%

20%45% 55%

% OF BASE

VOLUME OF SALES

PEOPLE ARE LOYAL, HAVE MORE CONTACT AND NOTICE YOU MORE

ADVERTISING WORKS HARDER

HERE

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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+

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Emphasised further when looking at our clients

16% are 35-54yr old ABC1M 37% are ABC1M 49% are Women

6% are HW and Kids 21% are Mums and Kids 22% are 65+ Adults

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=3bAetsSefSx7tM&tbnid=TbNKnh9gVrdP-M:&ved=0CAUQjRw&url=http://mycarlogos.blogspot.com/2012/11/bmw-logo.html&ei=lw7IUdiRIuek0QWW84DgCQ&psig=AFQjCNHoWZKEvLqQ0PUxs5KxtjuF-423Aw&ust=1372151829792113

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=4OcrzjDmvUhHhM&tbnid=T5kcGb4_70ID_M:&ved=0CAUQjRw&url=http://www.mysupermarket.co.uk/asda-compare-prices/Tinned_Beans/Heinz_Baked_Beanz_in_Tomato_Sauce_415g.html&ei=sw7IUbv-HYOb0AWDl4H4Cg&psig=AFQjCNECVWu-QfMPq0l6_xuA9WyqOwYpKQ&ust=1372151850346811

There are no niche brands

THE DOUBLE JEOPARDY LAW:Brands with less market share have fewer buyers and they buy less frequently

ALWAYS CHOOSE PENETRATION OVER LOYALTY

But there are personal approaches

MASS MARKET PERSONAL

Stand out and make the dream of people come trueand they shall be your ambassadors

PERSONAL EXPERIENTIAL

ALWAYS STAND OUT

THANK YOU VERY MUCH

RADU MOLDOVAN PETRUT

rmoldovan@Heidi-chocolate.com

Linkedin / Facebook / G+Radu Moldovan - Petrut

mailto:rmoldovan@Heidi-chocolate.com

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