RICOLA

Carolina Ivarsson Sp.2012

RICOLA

RICOLA

Ten herbs makes Ricola’s magic mix Only a few people know how to make it

SECRET FORMULAS

Tracked back through centuries Variations of usage areas

WHY KEEP THESE FORMULAS A SECRET

?

TODAYS CATEGORIES

1. Secret for competitors 2. Fooling customers

IS IT MORE TO IT ?

PERCEPTION OF VALUE

Adding an extra layer by keeping it a secret For both competitors and customers

DOES IT WORK?

Yes, it does Perception: It must be important

BUT WHAT IS THEN THAT EXTRA LAYER

OF VALUE ?

IT IS THE MYSTERY

“I KNOW SOMETHING THAT YOU DON’T”

Triggers interest You are now getting curious But why?

A LIFE OF UNSOLVED MYSTERIES

Who are we? Is it real? What happened?

Is it possible?

WHAT HAPPENS WHEN THE MYSTERY

IS SOLVED ?

THE MYSTERY DIES

You loose interest Move on to find something new

I F A N S W E R N O T R E V E A L E D YO U K E E P S E A R C H I N G !

WHAT HAPPENS WHEN THE MYSTERY

IS SOLVED ?

THAT GOES FOR PRODUCTS ASWELL

WHAT HAPPENS WHEN THE MYSTERY

IS SOLVED ?

TRENDS and what it does

Transparency = possibilities for knowledge I can find what I want to know

New: Might drive customers away Mystery is gone

WHAT HAPPENS WHEN THE MYSTERY

IS SOLVED ?

Now: Finding flavours and brand personalities

WHAT HAPPENS WHEN THE MYSTERY

IS SOLVED ?

Insight: MYSTERIES OVERCOME

KNOWLEDGE AND INFORMATION

WHAT HAPPENS WHEN THE MYSTERY

IS SOLVED ?

Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.”

- Albert Einstein

WHAT HAPPENS WHEN THE MYSTERY

IS SOLVED ?

MYSTERY OVER KNOWLEDGE

At First: Had a twitter, did not tweet, did not answer Still got over 6 million followers

RICOLA

Secret Perception Mystic Long-term interest

Thank you