L'Angelica market strategy

BITRADE, d.o.o. / Breznikova ulica 26 / 1230 Domžale / Slovenija / T: +386 1 72 48 663 / F: +386 1 72 10 128

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REVISIOn

of communication



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POWERFUL marketing campaign

“L’Angelica - superior product at an affordable price.”

Revision of communication



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Revision of communication | Results

In the second part of the

winter ATL communication,

we introduced the product

advertising from the group of

oral hygiene and body care.

Uniform,

consistent visual

and audio image

Strong L’Angelica brand

awareness

advertisingL’AnGELIcA


erbySOOO


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Revision of communication | Results


customers have recognised the new

collection of products based on herbs

completely adopted the slogan Sooo

Herby

identified the source of brand

- Institute L’Angelica

they are less aware of individual products

within the brand

L’AngelicaI

erbySOOO


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Revision of communication | What have we done?

Television commercials: 17 sec, 12 sec - 2 versions (brand and oral hygiene, brand and body care), 7 sec - 2 versions (Product: toothpaste, shampoos and gels)

Jumbos – 2 versions – extended and classic

Print ads: different content and formats, ready for the printed version of the media and trade publications - 20 versions

Printed material: brochure, leaflet, flyer with a sample

Radio ads: product12 seconds - 2 versions

Banners: different

dimensions, 5 versions

Equipment of points of sale: promotional counter, stand, t-shirts for promoters and vendors, labels, signs, voblers, penguins.



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Revision of communication | POWER | challenges

We constantly monitor the market data, the perception of the brand and the competition. We are aware of the potential risks and adopt measures:

The brand was in the perception of customers and traders successfully diferentiated in relation to other providers. With advertising, we want to raise awareness about the width of the brand and keep this differentiation.

The users are still not aware of the width of the entire

L’Angelica assortment: In the following market communication

campaigns, it will increase awareness of other product

groups, especially body care, dietary supplements and later

functional teas.

In the market, the competition appears in our

segment.

cHALLEnGES

This confirms the excellence and thrust

of our strategy with the introduction of a

new category of herbal products, while at

the same time reminds us that additional

investment to L’Angelica is necessary to

maintain its leading position outlined in

this class.

MOČzelišČ


Dealers remove products with lower sales from the shelves:

There is a crucial period before us when we need to maintain

an intensive marketing communications to make

L’Angelica a strong brand in its several segments.


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An aggressive competition in our segment appeared in the market: This confirms the excellence and thrust of our strategy with the introduction of a new category of herbal products, while at the same time reminds us that additional investment is necessary in order for L’Angelica to maintain its leading position in its segment.

LE PETIT MARSEILLAISE

Productsstarted advertising their brand as herbal products in March. They

are present with a very wide range of products.

They are advertising a 50% discount on the purchase of

products.

AGRESSIVEcompetition



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MAIn

FUTUREgoal

So far, we have managed to provide the traders with many L’Angelica products.

Now, our goal is to keep the products on the shelves and sell them!

If there is no satisfactory sale, the

seller reserves the right to exclude the

product.


!


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Printed material

L’Angelica girls

Radio

Tv

Wheelbarrow with penguins

Digital Planned

Spring

Questions and answers

Content marketing

Expert www

L’Angelica herbal gardens

2014AcTIVITIES



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samokolnice s pingvininAjBOLjšE

Activities | Spring 2014

Narava ponuja le

With spring, the conditions for the growth of plants are perfect. We want to address the visitors of stores at all levels, including through attractive real herbs that they can touch, smell and admire.

TIMELINE: June 2014



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promo L’Angelica girls

OFFER cOR-REcT AnSWERS


Let the first impression

L’Angelica girls are walking through larger cities and shopping centres where they with their appearance and equipment - a wheelbarrow full of herbs - rise attention and enthusi-asm.

TIMELINE: April and May 2014



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Mozirje and Arbore-tum Volčji potok

HERB GARDEnS


Plant, grow, enjoy

It is a subtle way of building brand reputation and visibility. With its presence in such a natural environment, it further underscores the mission of the L’Angelica brand, the credibility of its ingredients and the entire origin.

TIMELINE: April and May 2014



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printed materialREADERS


Women are not only gatherers, they are also

The carrying idea talks about an independent attachment to the magazine. The printed copies could have been great-er, so it can be used as a separate attachment as an attrac-tive material that would otherwise be communicated and sold in a different way - educational, relaxed and effortless.

TIMELINE: May and June 2014



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TV ADVERTISInG


The brand develops and grows over

In the spring part of the TV adver-tising, we address all the population during their preparation and plan-ning of leave. At that time, the grow-ing demand for such products, body care and hygiene (creams, shampoos, gels, toothpaste, etc.).

TIMELINE: From June 15, 2014, forward



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advertisingFB

Let us be in trend and become trendy

We must define the protokol of the com-munication strategy on FB.

TIMELINE: The entire year.




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HEAR ABOUT YOULet everyone

In June, we will switch from the general to product ads and communicate individual products, which are used primarily in the summer, during the holi-days: oral hygiene, body care, dietary supplements.

TIMELINE: June 2014



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advertisingDIGITAL

Strategic web appear-ance

We are advertising on the most visited websites by price per click. We are using dynamic ban-ners and video ads. We are advertising on FB. The effectiveness of advertising is checked reg-ularly.

TIMELINE: April 2014




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How can Coswell sup-port us with content?

FB plug-in

Android application

E-newsletter

Content is the King – advice and content

On the Slovenian L`Angelica site, we would like to implement a plug-in FB comment, through which we would establish Ques-tions-Answers.

Is it possible to translate it into the Slovenian lan-guage?

What support can we get here?

www.nutraceuticanews.org




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Activities | Autumn 2014

VIcTORIOUSLet the first impression be

We will perform the packages of shampoos and shower gels “3 for the price of 2” and thus allow the consumer who searches for a product to obtain two products and thus a positive experience with the L’Angelica trademark.

TIMELINE: September and November 2014

point of sale

Prva

zeliščna

pomoč“

“



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LEKARnEAdditional sales channels

We want to penetrate the pharmacies with special advertising - a pot plant with herbs with one of the products that will be sold in pharmacies - di-etary supplements, functional teas.



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BIO/EKO UMBERTONewsubculture Foundation

The Skupaj za zdravje človeka in narave Magazine has become a “bi-ble” in the Slovenian area for all who are looking for natural, purified and verified information.

PR articles and advertisements

TIMELINE: September and October 2014

NEW CONSUMERS - printed material




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FESTIVETV advertising before winter

We are rotating 12-second product ads (the emphasis on dietary supplements, functional teas and festive gift pack-ages).

TIMELINE: October/November 2014

time




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THE HERB-AL VOIcE

Let the herbal be heard

Due to the increasing complexity of advertising of products with the selected radio stations, we are par-ticipating in the demonstrational radio interviews that achieve excellent performance on the more serious ra-dio programs.

TIMELINE: October 2014

radio




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cURREnTinvestment

Surveys, strategy, creative solutions, design, production, atl, btl:

Media costs

Distribution costs, equipment of points of sales, promoters

52,900

89,000

119,209


BITRADE, d.o.o. / Breznikova ulica 26 / 1230 Domžale / Slovenija / T: +386 1 72 48 663 / F: +386 1 72 10 128BITRADE

TVSummaryadvertising

Success rate

GRP

GRP

more1184

zears

1662

25-65 92%

REAcH

plA

nn

Ed

REA

lIZE

d The campaign has realised 25% of all GRPs, which is an

extremely large share for such powerful

categories.

years

In the groups of

oral cosmetics

and skin care

25%

40%


Bruto vrednost 1.964.811GRP 6525

Eq. GRP 4119

Osnovni podatki Trajanje (v sek) 30.858

Št. oglasov 8.893Bruto CPP 425

Izdelčna skupina Bruto 30" CPP 301

Dnevni termin (do 18:00) 1510

GRP po časovnih pasovih Osrednji termin (18:00 - 23:00) 4358

Nočni termin po 23:00) 660Doseg 1+ 98%Doseg 3+ 95%

Doseg in OTS Doseg 5+ 94%

OTS 66,8Bruto vrednost 208.025

Oglaševalsko okolje Delež (Share Of Spends) 11%

GRP 1661Delež (Share Of Voice) 25%

Osnovni podatki Eq. GRP 606

Trajanje (v sek) 25.132Št. oglasov 2.248Bruto CPP 353

Oglaševalska akcija Bruto 30" CPP 125

Dnevni termin (do 18:00) 662

GRP po časovnih pasovih Osrednji termin (18:00 - 23:00) 866

Nočni termin (po 23:00) 1331., 2., predzadnja, zadnja v bloku 578

GRP po pozicijah ostele pozicije v bloku 1083

% posebnih pozicij 35%Doseg 1+ 92%

Doseg in OTS Doseg 3+ 38%

Doseg 5+ 75%OTS 18,0

Naročnik Bitrade Ciljna skupina Vsi 25-65

Oglaševalska akcija L'Angelica Velikost 1.181.630

Obdobje 23.1.-16.3.2014 Izdelčna skupina Ustna kozmetika & nega kože

Oglas(i) 12 sek & 7 sek

Post-aNaLiza tv ogLaševaNja



Oglaševalska akcija -

Načrtovano : Doseženo

TV Slovenija Načrtovani GRP 726,8 PLANET TV Načrtovani GRP 213Doseženi GRP 1169 Doseženi GRP 226

Indeks 161 Indeks 106Doseg 1+ 81% Doseg 1+ 56%

Bruto vrednost 54.989 Bruto vrednost 70.580Neto vrednost 35.090 Neto vrednost 6.349

Prihranek (dodana vrednost) 19.899 Prihranek (dodana vrednost) 64.231Eq. GRP 426 Eq. GRP 77Neto CPP 30 Neto CPP 28

Neto 30"CPP 82 Neto 30"CPP 82

COMEDIA (KABELSKE POSTAJE)

Načrtovani GRP 83 FoX MREŽA Načrtovani GRP 77Doseženi GRP 84 Doseženi GRP 91

Indeks 102 Indeks 119Doseg 1+ 23% Doseg 1+ 23%


Prihranek (dodana vrednost) 8.023 Prihranek (dodana vrednost) 13.938Eq. GRP 31 Eq. GRP 37Neto CPP 29 Neto CPP 26

Neto 30"CPP 80 Neto 30"CPP 65

TV3 Medias Načrtovani GRP 82 Skupaj Načrtovani GRP 1182Doseženi GRP 91 Realizirani GRP 1661

Indeks 110 Indeks 141Doseg 1+ 37% Doseg 92%


Prihranek (dodana vrednost) 53.193 Prihranek (dodana vrednost) 159.284Eq. GRP 35 Eq GRP 606Neto CPP 27 Neto CPP 29

Neto 30"CPP 70 Neto 30"CPP 80Neto 30"CPT 7



Media channel for communication

March April May June July August September October November December1.- 15. 16.-28. 1.- 15. 16.-31. 1.- 15. 16.-30. 1.- 15. 16.-31. 1.- 15. 16.-31. 1.- 15. 16.-28. 1.- 15. 16.-31. 1.- 15. 16.-30. 1.- 15. 16.-31. 1.- 15. 16.-31.

Wheelbarrows

L’Angelica promo girls

Herb gardens (Mozirje, Arboretum Volčji potok)

Press and publications

TV advertising

FB communication

Radio

Digital advertising

Facing on the merchandising spot

Print media - Za zdravje in z naravo (Sanja Lončar)

Public Relations for Foundation Umberto Veronesi

2014Timeline L`angelica Communication plan for



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L'Angelica market strategy