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Path to purchase brand equity
- 1. Strategic Range Brands Equity Building How to build strong brands? 1 Strong Idea + Target Obsession Measurement ROCI Path to Purchase Targeted Media Path to Future Relationship or Conversion Centre Targeted Promotions Price Point Management Targeted Distribution
- 2. Strategic Range Brands Equity Building How to build strong brands? 1 Strong Idea + Target Obsession
- 3. Friskies
- 4. ALPO
- 5. Strategic Range Brands Equity Building How to build strong brands? 1 Strong Idea + Target Obsession Path to Purchase Targeted Distribution
- 6. "Accelerating Change" Creating a "Path to Purchase" strategy
- 10. Tactical Focus on medium, not message Belief = "logo will make people buy"
- 13. New approach to POP "Path to Purchase" BUY Come
- 14. Two Key Principles define Strategic Approach Call to Action Path to Purchase
- 15. Visibility is not enough: Shoppers must be involved & invited Open Sidewalk sign Sidewalk sign
- 17. What's the right message for each vehicle ?
- 19. Our objectives Get pet owners to turn their heads Connect emotionally Persuade pet owner Activate a purchase
- 20. Give people a reason to buy !
- 21. turn head
- 22. Why do you want to go there? ?
- 24. What connects you to the product? ?
- 26. What is the role of the package? ?
- 28. Decision to buy? Why? ?
- 31. Who does it well outside Nestlé ? Drink, Enjoy, Share Live Football Drink Coke Immediate consumption Future Consumption
- 38. The Petfood Section How can we help shoppers, retailers and ourselves by creating innovative retail solutions?
- 39. navigation
- 40. Alpo & Friskies “Pet Street” in Thailand
- 44. Key Learning - structure & resources allowed vision to survive and be brought to life - shopper insight is intellectual capital that makes them indispensable to retailer Retail Learning Centre is only the "tip" of the iceberg
- 45. Uzbekistan Communicate & educate along the path to purchase Outside Store Inside Store In-aisle / On-shelf Product Bunting/ Flags (visibility) Drink Nestlé Milk Get healthy! Front Door sign (Open/ Closed) Buy Nestlé Milk here Buy Nestlé Miik Tomorrow “ Drink Nestle Milk and get healthy” Bus Stop On-Street Poster Shipper (secondary packaging) Choose Health Primary Packaging Front & Back Panels Mobile Choose Health Wrangler Buy and be healthy Choose Health / Buy Health Shelf Talker
- 47. Marketing must lead the POP strategy 1
- 48. Manage the hierarchy, do NOT over-communicate on the pack 1 2 3
- 49. Packaging Identify most relevant hierarchy Information Compelling benefit
- 51. Visibility is not enough: shoppers must be involved & invited 2 Open Sidewalk sign Sidewalk sign
- 52. Hook triggers need (far away) Invitation to purchase (close-in) Same elements on all surfaces
- 53. Think & use Nestl é Purina owned media 3
- 57. Both client and agency need to Kick bad habits... GRPs POP is sales responsibility
- 58. Turn the log side on ! tactical strategic
- 60. Use the Tools
- 61. ... it won't always be easy TRY, LEARN, IMPROVE - CONTINUOUSLY
- 62. Path to Purchase = All Markets will Benefit by Applying a Common Workflow (COE) Common Variables Brands Corporate Range Markets Developed Starter Consumers Users Non-Users Channels Modern Trade Pet Trade Opinion Leaders Footprint for non-exclusive brands Exclusive brands
- 63. Strategic Range Brands Equity Building How to build strong brands? 1 Strong Idea + Target Obsession Path to Purchase Targeted Media Relationship or Conversion Centre Targeted Promotions Targeted Distribution
- 64. Strategic Range Brands Equity Building How to build strong brands? 1 Strong Idea + Target Obsession Measurement ROCI Path to Purchase Targeted Media Path to Future Relationship or Conversion Centre Targeted Promotions Price Point Management Targeted Distribution
Hinweis der Redaktion
- Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase ....surprise, stimulate, involve and invite. Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street.. In confectionery is "battle is within arms reach", therefore message is start there and work backwards. ...prioritise first then invest !
- Making people stop and buy using powerful POP Communicaiton
- Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase ....surprise, stimulate, involve and invite. Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street.. In confectionery is "battle is within arms reach", therefore message is start there and work backwards. ...prioritise first then invest !
- Cereals are already creating a path by overhead signage and floor decals.
- We look for ways to: Interrupt: get them to turn their head in your direction. This is done through using elements in their field of vision that contrast with the surroundings. Connect: the objective is to get an emotional response from your consumer. It’s like meeting a person for the first time. If they show interest in you, chances are that you will be interested in them. Persuade: once they like you, they are ready to listen to what you have to say. This as a more rational exchange. Activate: invite them to take action – purchase.
- The bright refrigerated cases catch your attention, particularly the Tropicana case due to the lighted header. This is enough to get the shopper to turn their head toward the chilled beverages.
- The lights help provide a bright and colorful appearance that is appealing to shoppers. You start to move toward the case.
- Here’s where Tropicana drops the ball and Fantasia wins the shopper’s purchase. Tropicana’s header was the brightest and caught the eye better from far away. But once a shopper gets right up to the display cases, Tropicana misses an opportunity to keep a shopper focused on them. The reason? They’re missing the emotional connection and as the consumer gets in this close, the shelves are closer in to their field of vision. The Fantasia case included shelf strips that appeal to a shopper with powerful language: Energizers. Protein Powerhouses. Body Boosters. You see these as you approach the case, but before you get close enough to really focus on product/packaging itself. So the key point: Simply being seen and being present isn’t enough. You must fight to maintain shopper attention and interest in order to complete the sale.
- The Fantasia packaging continues to shine with bright colors and imagery. They continue to make an emotional connection with shoppers while communicating specific differences between individual packages. There is humor and human connection in the product labels reinforced on the shelf tags.
- The shelf tags trigger ideas about occasions that the consumer can aspire to. It’s more than just drinking a beverage, it is strong on imagination and product benefit.
- Immediate consumption to be brought to front
- Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase ....surprise, stimulate, involve and invite. Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street.. In confectionery is "battle is within arms reach", therefore message is start there and work backwards. ...prioritise first then invest !
- Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase ....surprise, stimulate, involve and invite. Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street.. In confectionery is "battle is within arms reach", therefore message is start there and work backwards. ...prioritise first then invest !
- Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase ....surprise, stimulate, involve and invite. Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street.. In confectionery is "battle is within arms reach", therefore message is start there and work backwards. ...prioritise first then invest !
- Visibility is a cost, combined with powerful communication it is an investment. We have to connect emotionally with shoppers and trigger purchase ....surprise, stimulate, involve and invite. Ice-Cream strategy is to "own the streets" by painting the world blue. This is a unique strategy for Ice Cream, not relevant for other. Each category strategy must identify key points of contact where shoppers can be influenced, most often this is close to the product, not on the street.. In confectionery is "battle is within arms reach", therefore message is start there and work backwards. ...prioritise first then invest !
- All together
- I can't do it, Nestlé isn't going to do it, your boss isn't going to do it, you need to do it" POP better driven by client CEO LOWE Worldwide (P4, Vevey)