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1
One-to-One Strategy meets media integration: Launch of Tropicana Essentials Vitamine C+
&
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Agenda
Setting the Stage
The Briefing
The Approach
The Results
Conclusion
3
PepsiCo at a glance
$111 billion market cap... listed on NYSE since 1965
185,000 employees, operating in 200 countries
World’s second largest food and beverage company worldwide
Retail sales estimated at $92 billion
17 billion-dollar brands, 5 generating annual retail sales of more than $5 billion
Portfolio of over 200 brands
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PepsiCo has 4 sites in Belgium and a number of strong brands
BrusselBrussel
VeurneVeurne
BorgloonBorgloon
ZeebruggeZeebruggeTropicana Zeebrugge
Veurne Snack Foods
Looza Borgloon
Commercial HQ Zaventem
PepsiCo Sites in BelgiumPepsiCo Sites in Belgium
PepsiCo BelgiumPepsiCo Belgium•• 967 Employees967 Employees
Net Revenue:Net Revenue:EUR 140,000MMEUR 140,000MM
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Tropicana at a glance: Not all juices are equal
100% pure squeezed
no added water, colour, sugar or preservatives.
gently pasteurized for
longer life vs. Freshly Squeezed.
100% pure squeezed
<5 days shelf life
Unpasteurized
no added water, colour, sugar or preservatives.
Between 1% and 99% Juice
chilled or long life.
added water sugar, flavouring,
& preservatives.
100% pure juice
After transport, juice reconstituted & pasteurized.
Water evaporated off
chilled or long life.
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Tropicana at a glance: From Mass to Targeted
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80
Penetration
Awareness
Others11%
TV55%
Outdoor34%
Media Spendings Tropicana 2008
Others7%
Outdoor42%
DM & E-Mail25%
Print26%
Media Spendings Tropicana 2009
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50.3 51.9 53.350.8
18.8 18.521.4
26.8
2006 2007 2008 2009F
A strong growth of PL
A share of voice under our market share
A message about purity & pleasure which is not unique anymore
HU = ca. 95.000 HH households >> Better targeting is needed
A need to improve VFM perception in a decreasing
buying purchase power
+ 24%51
19
49
81
Tropicana at a glance: Why to start a loyalty program?
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70.3
50
8.5
30
21.2
% TPPusers
% TPP Vol
PLB’s
Other
Tropicana
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Phase 1 : consideration Phase 2 : engagement Phase 3 : conversion
Phase 4 : loyalty
Create awareness & impact
Create relevancy & credibility
Activate participation /identification & purchase
Objective
The Approach
Reinforce ambassadorshipDrive emotional band with
TropicanaDrive repurchase
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More in details…
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The Approach: Phase 1
JAN
OUTDOOR
MAGAZINE
PR
Phase 1 : consideration
Create awareness & impact
Connections
ObjectiveStrong Media Support
FEB MAR
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Strong Presence Vitamine C+ in “Savoure Le jour”program
Objective
The Approach: Phase 2
Phase 2 : engagement
Objective Create relevancy & credibility
Connections
DIRECT MAILING
E-MAILING
WWW.TROPICANA.BE
JAN FEB MAR
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The Approach: Phase 2
35 – 60 yearHigh social classCityHouseholds no kids / little kids < 5 yearsInterests : Wine, ski, golf, tennis, hockey, thalasso, travelling
2009 = Launch CRM Umbrella
Target GroupTarget Group Program Program Communication Strategy
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Call to action/Offer : Personalized Reduction Coupons in DMRegistration online (contest as incentive)
Registration via response cardOn pack contest
POS Visibility
The Approach: Phase 3
Activate participation / identification & purchasePhase 3 : Conversion
Objective
Outcome
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Reinforce ambassadorshipDrive emotional band with TROPICANA
Drive repurchase
Continue on further the “Savoure Le jour” CRM program
Phase 4 : Loyalty
The Approach: Phase 4
APR
DIRECT MAILING
E-MAILING
WWW.TROPICANA.BE
MAY JUNE JULY AUG SEPT OCT NOV DEC
OUTDOOR
Objective
Next Steps
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The Results: Impact Direct Mailing
% of respondents (n=600) – 100% of the respondents
Recall having received it Opened it Recall content
(content or message) Intent to act
“Do you remember
receiving a DM?”“What did you do
with the DM?”“Can you
describe the DM?”
“Do you have the intention to
react?”
Read it
Average nB2C = 16
61 85 5087
Average nB2C=16
63 36 31 1841
55 4866 94 8383 51 4094Users TOTAL n=300
High recall rate
+Average opening
rateHigh reading rate:
content appeal Good content recall Very good direct activation
+ + + +
Intent to buy and/or to use coupon
(top boxes)
“Do you have intention to buy Tropicana?
61
Communication Funnel
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Top 3 1. Reduction Coupons2. New Flavour in the series Essentials : Vitamine C+3. Tropicana contains extra Vitamine C
“Extra resistance and Vitality During the winter” had high scores
The Results: Impact Direct Mailing
Content Recall
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0% 20% 40% 60% 80% 100%
Recall rate
Act
iva
tion
rate
Average(43.6%)
Avg (65.3%)
Efficient
Strong activation caseLimited recall mailing
Strong recall caseLimited reaction level
Do it againImprove attention
Improve action
Tropicana
N B2C=16
Activation rate = 50% * intention to react (base=people having read mail) + 50% * intention to purchase (base = people recalling ad)
Recall – Activation Matrix
The Results: Impact Direct Mailing
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8,7% On Average by coupon17% On Average by household
The Results: Couponing Use
Redemption
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HH no kids50 +Highest social groupsBrussels
= confirmation of GFK profile
Mailing respondents are representative for the Tropicana target
The Results: Couponing Use
Profile Analyse Coupon Users
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The Results: E-newsletter
Vitamine C+ Content
12,15 % clicked versus Total(vs. IAB Benchmark FMCG 11,10%)
12% of total CTR on Vitamine C+ (Top 3)
Delivered Opened Clicked/Opened Clicked/Total
Newsletter Tropicana 86,96% 25,13% 48,33% 12,15%Benchmark IAB 93,20% 23,80% 11,10%
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Participants
The Results: Contest Participation
5,9%of Total
e-newsletter
6% of Total mailing
22% overlapping contacts
43% DM & E-news
57% Other sources
(ON-PACK / POS / WOM)
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The Results: Savoure le Jour Registration
Through registration card = 0,026%
Through packaging and others sources = 41%
Who received DM = 34%
Who received e-newsletter = 24%
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Conclusion
Direct Marketing efforts needs to be integrated in a broader story and put the consumer at the heart of the program
Through Direct Marketing integration into our campaign, Tropicana was able to leverage the efficiency of a new product launch
Direct Mailing has created relevance and credibility for our product and amplified our outdoor and print message
Transfer from classic mass media to one-to-one communication has improved the ROI of the campaign
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Thank you for your attention
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