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1、“Tips for Success”What Ogilvy & Mather has learned about launching packaged goods brands October 1996October 1996O & M2 2This presentation is designed to help local This presentation is designed to help local K-C and O&M teams build enduring brands K-C and O&M teams build enduring brands in new mark
2、ets. in new markets. We have summarized our learning from We have summarized our learning from many global packaged goods brands to many global packaged goods brands to provide “Tips for Success” in fast moving provide “Tips for Success” in fast moving consumer goods categories.consumer goods catego
3、ries.O & MPurposePurposeO & M3 3Since Ogilvy & Since Ogilvy & MatherMather introduced Brand Stewardship, it has introduced Brand Stewardship, it has become an integral part of our daily work on Kimberly-Clark become an integral part of our daily work on Kimberly-Clark around the world. around the wo
4、rld. Brand Stewardship is a process that helps us better Brand Stewardship is a process that helps us better understand the unique relationship between the product and understand the unique relationship between the product and the consumer. the consumer. All of the following All of the following rec
5、entrecent “Tips for Success” demonstrate “Tips for Success” demonstrate how this process has helped us in Building Global Brands. how this process has helped us in Building Global Brands. BackgroundBackgroundO & M4 41.1.Know The MarketKnow The Market2. 2. Know The ConsumerKnow The Consumer3. 3. Posi
6、tion Your Brand For Optimal ResultsPosition Your Brand For Optimal Results4. 4. Make Your Advertising As Compelling As It Can BeMake Your Advertising As Compelling As It Can Be5. 5. Use Media For Use Media For BrandbuildingBrandbuilding6. 6. Be Creative In Product DistributionBe Creative In Product
7、Distribution7. 7. Maximize Consumer ValueMaximize Consumer Value8. 8. Know Your EnemyKnow Your Enemy9. 9. Plan, Plan, Plan!Plan, Plan, Plan!AgendaAgendaO & M5 5Tip:Tip:Before entering the market, make a careful assessment Before entering the market, make a careful assessment of category and brand vo
8、lume potential. of category and brand volume potential. Identify volume sources:Identify volume sources: will sales come primarily from category growth or will sales come primarily from category growth or stealing share from competitors?stealing share from competitors? which market segment has the g
9、reatest potential?which market segment has the greatest potential?Note:Note: Answers to these questions help indicate marketing strategy Answers to these questions help indicate marketing strategy and advertising directions.and advertising directions.1.1. Know The MarketKnow The MarketO & M6 6Exampl
10、e of a calculation of category potential for disposable Example of a calculation of category potential for disposable diapers:diapers: User population (annual births, length of time using User population (annual births, length of time using diapers)diapers) Use-up rate (number of Use-up rate (number
11、 of diaperingsdiaperings per day) per day) Disposable penetration (percent of diapering versus Disposable penetration (percent of diapering versus cloth)cloth)Note:Note:Current usage levels and trends determine how much a new Current usage levels and trends determine how much a new brand can realist
12、ically expect to grow the category. If growthbrand can realistically expect to grow the category. If growthpotential is lower than your brands volume objectives,potential is lower than your brands volume objectives,significant share will need to be taken from existing brands. significant share will
13、need to be taken from existing brands. This is very difficult if competing brands are well established.This is very difficult if competing brands are well established.1.1. Know The Market - Category/Brand Volume PotentialKnow The Market - Category/Brand Volume PotentialO & M7 7How this Tip for Succe
14、ss helped us launch How this Tip for Success helped us launch HuggiesHuggies in the U.S. in the U.S.: :When When HuggiesHuggies was introduced in the U.S. in 1979, immediate was introduced in the U.S. in 1979, immediate category growth category growth was limited.was limited. annual birth rate: -3%,
15、 declining slowlyannual birth rate: -3%, declining slowly length of time using diapers: about 24-28 months, stablelength of time using diapers: about 24-28 months, stable average average diaperingsdiaperings per day: averaged 7+ per day, no per day: averaged 7+ per day, no special trends.special tre
16、nds. disposable penetration: about 60% of total disposable penetration: about 60% of total diaperingsdiaperings, , growing 2-3% annuallygrowing 2-3% annuallyDecision:Decision:Target Target HuggiesHuggies to take share from the to take share from the category leader, Pampers.category leader, Pampers.
17、1.1. Know The Market - Category/Brand Volume PotentialKnow The Market - Category/Brand Volume PotentialO & M8 8Tip:Tip:Segment the market, so that the new brand can be Segment the market, so that the new brand can be positioned in the segment offering best volumepositioned in the segment offering be
18、st volumepotential. potential. Know how Know how consumersconsumers - not manufacturers - segment - not manufacturers - segment the market.the market. Position your brand in the optimal segment - even if it Position your brand in the optimal segment - even if it requires head-on competition with the
19、 market leader.requires head-on competition with the market leader. Anticipate changes in segmentation because of new Anticipate changes in segmentation because of new brands and/or changing consumer perceptions.brands and/or changing consumer perceptions. In order to get a better understanding of t
20、he different In order to get a better understanding of the different Tiers in the diaper category, we are currently analyzing Tiers in the diaper category, we are currently analyzing the multiple tiers around the world. Here is where we the multiple tiers around the world. Here is where we are so fa
21、r. are so far. 1.1. Know The MarketKnow The MarketO & M9 9Background - Regional InputBackground - Regional InputMarketing Directors around the world contributed local insight Marketing Directors around the world contributed local insight into the multi-tier environment:into the multi-tier environmen
22、t: What defines a tier? What defines a tier? How many tiers can profitably exist? How many tiers can profitably exist? How many brands should K-C have? How many brands should K-C have? How do consumers move through tiers? How do consumers move through tiers? How should marketing funds be allocated?
23、How should marketing funds be allocated?1. Know The Market - Multiple Tier Analysis1. Know The Market - Multiple Tier AnalysisO & M1010Tier DefinitionsTier Definitions1. Know The Market - Multiple Tier Analysis1. Know The Market - Multiple Tier AnalysisTier 1Tier 1Market Market DevelopmentDevelopmen
24、tInexpensive Inexpensive alternative to alternative to clothclothup to 55up to 55Inserts Inserts Two-PieceTwo-PieceTier 2Tier 2ValueValueAffordable Affordable convenienceconvenience7070OBSESSIONOBSESSIONUniUniComfort/Comfort/FuturFuturTier 3Tier 3StandardStandardPerformance Performance through throu
25、gh established established technologytechnology8585Steps Steps PhasesPhasesTier 4Tier 4PremiumPremiumTop performance Top performance through feature through feature innovationinnovation100100EAGLEEAGLEBaby Dry PlusBaby Dry PlusTier 5Tier 5Super-PremiumSuper-PremiumUltimate in Ultimate in baby careba
26、by care115115Supreme Supreme PremiumPremiumTier NameTier NamePositionPositionPrice IndexPrice IndexSample Sample Products in Products in 19961996O & M1111Consumer Approach to TiersConsumer Approach to Tiers Differentiate on price/performance spectrumDifferentiate on price/performance spectrum expect
27、 about 15% price difference between tiersexpect about 15% price difference between tiers danger of tiers merging in consumers minds if price danger of tiers merging in consumers minds if price differential not maintaineddifferential not maintained performance levels distinguished by features/product
28、 performance levels distinguished by features/product typestypes1. Know The Market - Multiple Tier Analysis1. Know The Market - Multiple Tier AnalysisO & M1212Consumer Approach to TiersConsumer Approach to Tiers Usual tier choice dictated by household affordabilityUsual tier choice dictated by house
29、hold affordability Higher tiers purchased for select usage occasions Higher tiers purchased for select usage occasions (overnight, travel, holidays)(overnight, travel, holidays) provides benchmark for “gold standard” performanceprovides benchmark for “gold standard” performance1. Know The Market - M
30、ultiple Tier Analysis1. Know The Market - Multiple Tier AnalysisO & M1313K-C Guidelines for Implementation:K-C Guidelines for Implementation:ProductProduct K-C product must be best quality K-C product must be best quality within its tierwithin its tier Five products to be marketed globallyFive produ
31、cts to be marketed globally Ideally, no more than three products marketed per Ideally, no more than three products marketed per countrycountry K-C K-C strongly recommendsstrongly recommends a presence in Tier 4 (even if in a presence in Tier 4 (even if in limited quantities) to avoid ceding innovati
32、on equity to limited quantities) to avoid ceding innovation equity to competitioncompetition1. Know The Market - Multiple Tier Analysis1. Know The Market - Multiple Tier AnalysisO & M1414K-C Guidelines for Implementation:K-C Guidelines for Implementation:BrandingBranding Multi-tiers make the HUGGIES
33、 brand equity more vulnerable Multi-tiers make the HUGGIES brand equity more vulnerable than a single tier environmentthan a single tier environment Great care must be taken to maintain and strengthen the Great care must be taken to maintain and strengthen the brandbrand Use single parent branding w
34、herever possibleUse single parent branding wherever possible Do not establish parentage in ways that dilute the Do not establish parentage in ways that dilute the HUGGIES nameHUGGIES name Always use Always use subbrandssubbrands in multiple tiers markets (not in multiple tiers markets (not HUGGIES a
35、lone)HUGGIES alone)1. Know The Market - Multiple Tier Analysis1. Know The Market - Multiple Tier AnalysisO & M1515K-C Guidelines for Implementation:K-C Guidelines for Implementation:BrandingBranding Select tier Select tier subbrandsubbrand that clearly communicates tier that clearly communicates tie
36、r alignmentalignment HUGGIES should dominate in tiers 2-5, use as “trust mark” HUGGIES should dominate in tiers 2-5, use as “trust mark” in tier 1in tier 1 Follow Brand Framework guidelines for Brand Treatment Follow Brand Framework guidelines for Brand Treatment and Packagingand Packaging1. Know Th
37、e Market - Multiple Tier Analysis1. Know The Market - Multiple Tier AnalysisO & M1616How this Tip helped us in India:How this Tip helped us in India: In India, a market with low diaper penetration, In India, a market with low diaper penetration, HuggiesHuggies was was launched as the premium perform
38、ing diaper, to preempt the launched as the premium performing diaper, to preempt the introduction of Pampers. introduction of Pampers. HuggiesHuggies DriDri Fit was subsequently launched as the market Fit was subsequently launched as the market development diaper to convert cloth users and build bra
39、nd development diaper to convert cloth users and build brand volume.volume.1. Know The Market - Multiple Tier Analysis1. Know The Market - Multiple Tier AnalysisO & M1717Tip:Tip:The better you know your consumer, the more The better you know your consumer, the more successful your brand will be.succ
40、essful your brand will be. This has historically been one of Kimberly-Clarks This has historically been one of Kimberly-Clarks advantages over P&G. We listen very carefully to consumers advantages over P&G. We listen very carefully to consumers and translate this learning into brand, positioning and
41、 and translate this learning into brand, positioning and advertising ideas. advertising ideas. Some useful questions to ask:Some useful questions to ask: Who would most likely buy your brand?Who would most likely buy your brand? What are they currently using instead of your brand?What are they curre
42、ntly using instead of your brand?2. Know The Consumer2. Know The ConsumerO & M1818 Do they know the category (or do you have to educate Do they know the category (or do you have to educate them?)them?) Would they regard buying your brand as high or low risk ?Would they regard buying your brand as hi
43、gh or low risk ? Is it a carefully considered purchase decision with serious Is it a carefully considered purchase decision with serious social, economic or health consequences?social, economic or health consequences? Are there any other factors, i.e. weather, tradition, social Are there any other f
44、actors, i.e. weather, tradition, social values which influence their behavior?values which influence their behavior? Is there a high degree of loyalty to the brand they currently Is there a high degree of loyalty to the brand they currently use? use? 2. Know The Consumer2. Know The ConsumerO & M1919
45、 How this learning helped us market Depend, How this learning helped us market Depend, HuggiesHuggies and and KimbiesKimbies more successfully: more successfully: Edward Kellers successful launch of Depend in Hong Edward Kellers successful launch of Depend in Hong KongKongwas partly attributed to ad
46、vertising which reflected thewas partly attributed to advertising which reflected thetraditional in-home care situation within the family. traditional in-home care situation within the family. The The HuggiesHuggies “Happy Babies” campaign has generated “Happy Babies” campaign has generated greatgre
47、atbrand growth around the world because it is tailored tobrand growth around the world because it is tailored tolocal market conditions. local market conditions. (Show “Lab” “Malaysia”, “Cowboy” France, “(Show “Lab” “Malaysia”, “Cowboy” France, “PremioPremio” Brazil, “40% Thinner” Taiwan)” Brazil, “
48、40% Thinner” Taiwan)2. Know The Consumer2. Know The ConsumerO & M2020 KimbiesKimbies became the #1 selling diaper in the Philippines became the #1 selling diaper in the Philippines because advertising recognized the need for mothers to be because advertising recognized the need for mothers to be abl
49、e to convince the older generation (their parents) that able to convince the older generation (their parents) that KimbiesKimbies was a better way to diaper than cloth diapering. was a better way to diaper than cloth diapering. Since cloth diapering was the “Gold Standard”, the role of Since cloth d
50、iapering was the “Gold Standard”, the role of the advertising was to overcome the emotional hurdle moms the advertising was to overcome the emotional hurdle moms experienced in using a disposable diaper.experienced in using a disposable diaper.(Show Philippines (Show Philippines KimbiesKimbies spots
51、) spots)2. Know The Consumer2. Know The ConsumerO & M2121Tip:Tip:Position the brand to best meet consumer needs, and Position the brand to best meet consumer needs, and tell the consumer how your brand will do this.tell the consumer how your brand will do this. This requires us to first identify con
52、sumer needs.This requires us to first identify consumer needs. It also requires creative thinking - to translate the specific It also requires creative thinking - to translate the specific product features into promises that are relevant to product features into promises that are relevant to consume
53、rs. consumers. 3. Position Your Brand For Optimal Results3. Position Your Brand For Optimal ResultsO & M2222How this tip helped make Dove a global Unilever brandHow this tip helped make Dove a global Unilever brand: : In 1957, Unilever came to Ogilvy & In 1957, Unilever came to Ogilvy & MatherMather
54、 and presented a and presented a bar of soap made of a huge list of ingredients. One of those bar of soap made of a huge list of ingredients. One of those ingredients was a chemical which moisturized skin. ingredients was a chemical which moisturized skin. David Ogilvy translated this into the “1/4
55、moisturizing David Ogilvy translated this into the “1/4 moisturizing cream” promise which differentiated Dove from all other cream” promise which differentiated Dove from all other soaps, helped it achieve brand leadership in the U.S. and soaps, helped it achieve brand leadership in the U.S. and pro
56、vided a platform for new product development.provided a platform for new product development.3. Position Your Brand For Optimal Results3. Position Your Brand For Optimal ResultsO & M2323 The U.S. Dove The U.S. Dove BrandPrintBrandPrint served as the Ideal served as the Ideal BrandPrintBrandPrint for
57、 for most new markets. Dove has been successfully most new markets. Dove has been successfully launched in launched in more than 50 markets in less than 3 years!more than 50 markets in less than 3 years!Dove Dove BrandPrintBrandPrintDove and its users have a handshake bargain.Dove and its users have
58、 a handshake bargain.Dove is hope without hype.Dove is hope without hype.It doesnt prey on insecurities; its a consensus builder.It doesnt prey on insecurities; its a consensus builder.In use, theres a real sense of anticipation of taking part in In use, theres a real sense of anticipation of taking
59、 part in making a creamy concoction that says “One tiny making a creamy concoction that says “One tiny ing up”ing up”(Show a Dove Jean Shy and China)(Show a Dove Jean Shy and China)3. Position Your Brand For Optimal Results3. Position Your Brand For Optimal ResultsO & M2424How this Tip helped Pull-U
60、ps in the U.S.How this Tip helped Pull-Ups in the U.S.: : Pull-Ups was launched as the first toilet training pant in the Pull-Ups was launched as the first toilet training pant in the U.S. in 1990.U.S. in 1990. The brand was the answer to a consumer need for a diaper The brand was the answer to a co
61、nsumer need for a diaper that helps transition toddlers from diapers to underwear.that helps transition toddlers from diapers to underwear. Consumers told us a training pant should:Consumers told us a training pant should: be disposablebe disposable contain like diaperscontain like diapers go on and
62、 off like underweargo on and off like underwear look and feel like underwearlook and feel like underwear provide a pant-like fit provide a pant-like fit 3. Position Your Brand For Optimal Results3. Position Your Brand For Optimal ResultsO & M2525How this Tip helped Pull-Ups in the U.S. (cont)How thi
63、s Tip helped Pull-Ups in the U.S. (cont): : Product features will always be important but it was equally Product features will always be important but it was equally crucial that crucial that kidskids felt great about wearing Pull-Ups. felt great about wearing Pull-Ups.This emotional benefit was cen
64、tral to our This emotional benefit was central to our BrandPrintBrandPrint. .3. Position Your Brand For Optimal Results3. Position Your Brand For Optimal ResultsO & M2626The essence of Pull-Ups is these seven words:The essence of Pull-Ups is these seven words: “Mommy, watch! Look what I can do!” “Mo
65、mmy, watch! Look what I can do!”Pull-Ups is about the joy of discovery and the expectation of Pull-Ups is about the joy of discovery and the expectation of applause. The brand lives in all the little milestones we mark as applause. The brand lives in all the little milestones we mark as babies turn
66、into Big Kids: all the moments when Daddy didnt have babies turn into Big Kids: all the moments when Daddy didnt have his camera, and all the times when I show Mommy What I Can Do by his camera, and all the times when I show Mommy What I Can Do by Myself.Myself.Pull-Ups kids are Important Citizens i
67、n their family. Pull-Ups kids Pull-Ups kids are Important Citizens in their family. Pull-Ups kids want to be “Big” and do well. And when they do, that makes parents want to be “Big” and do well. And when they do, that makes parents feel big, too.feel big, too.“Mommy, Watch! Arent you proud?” “Mommy,
68、 Watch! Arent you proud?” Yes, shes very proud.Yes, shes very proud.(Show Pull-Ups UK “Somersault” and Pampers Trainers launch U.K. spot)(Show Pull-Ups UK “Somersault” and Pampers Trainers launch U.K. spot)The Pull-Ups Brand PrintThe Pull-Ups Brand Print3. Position Your Brand For Optimal Results3. P
69、osition Your Brand For Optimal ResultsO & M2727Tip:Tip: Position your brand to grow the overall business and Position your brand to grow the overall business and avoid cannibalizing your existing consumer franchise.avoid cannibalizing your existing consumer franchise. In Asia, P&G launched Pampers I
70、n Asia, P&G launched Pampers UniUni to counter the success to counter the success of of KimbiesKimbies in markets with low disposable diaper in markets with low disposable diaper penetration.penetration. P&GsP&Gs hope was to use hope was to use UniUni to gain a foothold in the fast- to gain a footho
71、ld in the fast-growing economy segment, while Pampers prospered in the growing economy segment, while Pampers prospered in the premium segment.premium segment.3. Position Your Brand For Optimal Results3. Position Your Brand For Optimal ResultsO & M2828 Pampers Pampers UniUni was launched as a lower
72、priced alternative to was launched as a lower priced alternative to premium diapers. This immediately cannibalized Pampers premium diapers. This immediately cannibalized Pampers premium diaper sales. Consumers traded down from premium diaper sales. Consumers traded down from Pampers main brand to Pa
73、mpers Uni.Pampers main brand to Pampers Uni. KimbiesKimbies entered the market as the better alternative to cloth entered the market as the better alternative to cloth “The dryness of disposable, the comfort of cloth”. This “The dryness of disposable, the comfort of cloth”. This converted cloth user
74、s (which represented the greatest converted cloth users (which represented the greatest volume opportunity). volume opportunity). (Show Pampers (Show Pampers UniUni Hong Kong spot) Hong Kong spot)3. Position Your Brand For Optimal Results3. Position Your Brand For Optimal ResultsO & M2929Tip: Tip: E
75、ven if time is short, take time to write a compelling brief Even if time is short, take time to write a compelling brief and you will save time later.and you will save time later. Involve your local K-C client in the process, so that you Involve your local K-C client in the process, so that you have
76、 common expectations of creative work.have common expectations of creative work.4. Make Your Advertising As Compelling As It Can Be4. Make Your Advertising As Compelling As It Can BeO & M3030Tip: Tip: Advertising focusing on visually distinctive product Advertising focusing on visually distinctive p
77、roduct features is proven to be the most persuasive.features is proven to be the most persuasive. The first winged The first winged pantilinerpantiliner introduced in the U.S. was a introduced in the U.S. was a Kotex Kotex LightdaysLightdays liner. Advertising focused single-mindedly liner. Advertis
78、ing focused single-mindedly on the wings and the “stays in place” consumer benefit.on the wings and the “stays in place” consumer benefit. Kotex Natural Curved Tampon was launchedKotex Natural Curved Tampon was launchedby demonstrating its unique curved shape compared to by demonstrating its unique
79、curved shape compared to traditional tampons.traditional tampons. (Show “Shifty” spot, Natural Curved print ad)(Show “Shifty” spot, Natural Curved print ad)4. Make Your Advertising As Compelling As It Can Be4. Make Your Advertising As Compelling As It Can BeO & M3131Tip: Tip: Advertising that featur
80、es sensitive products in a no Advertising that features sensitive products in a no nonsense way can be perceived to be highly empathetic.nonsense way can be perceived to be highly empathetic. The Australian advertising for Kotex Curved shows women The Australian advertising for Kotex Curved shows wo
81、men discussing and handling a Curved pad in a very natural way.discussing and handling a Curved pad in a very natural way.(Show Kotex “Mum”)(Show Kotex “Mum”) Kotex Days Tampons were launched in Argentina using Kotex Days Tampons were launched in Argentina using simple language and computer graphics
82、 to demonstrate simple language and computer graphics to demonstrate how a tampon how a tampon works.works.(Show(Show Days Tampon) Days Tampon) Dutch Depend advertising explains the symptoms of Dutch Depend advertising explains the symptoms of incontinence and loss of bladder control in a supportive
83、, incontinence and loss of bladder control in a supportive, educative manner. This has brought adult incontinence educative manner. This has brought adult incontinence “out of the closet” in Holland. “out of the closet” in Holland. (Show Dutch :60 Direct TV spot)(Show Dutch :60 Direct TV spot)4. Mak
84、e Your Advertising As Compelling As It Can Be4. Make Your Advertising As Compelling As It Can BeO & M3232Tip: Tip: Develop an advertising campaign so that you build your Develop an advertising campaign so that you build your brand beyond the launch phase and maximize efficiency. brand beyond the lau
85、nch phase and maximize efficiency. These questions help distinguish between one-off These questions help distinguish between one-off executions and enduring campaigns: executions and enduring campaigns: what is the creative idea? what is the creative idea? could the ad build a unique brand “personal
86、ity” over could the ad build a unique brand “personality” over time?time? can a new line extension or product improvement be can a new line extension or product improvement be advertised in the same format?advertised in the same format? does it feature functional product benefits while does it featu
87、re functional product benefits while reinforcing brand values?reinforcing brand values?4. Make Your Advertising As Compelling As It Can Be4. Make Your Advertising As Compelling As It Can BeO & M3333How this Tip has helped us create success for Pull-UpsHow this Tip has helped us create success for Pu
88、ll-Ups: : The Pull-Ups “Big Kid” TV campaign helped establish The Pull-Ups “Big Kid” TV campaign helped establish the the training pant category in North America in 1989. training pant category in North America in 1989. “Big “Big KidnessKidness” has become so powerful and so identified ” has become
89、so powerful and so identified with the Pull-Ups brand that P&G has with the Pull-Ups brand that P&G has stillstill not been able not been able to to make inroads into the category.make inroads into the category. In fact, in 3rd Quarter 1996 In fact, in 3rd Quarter 1996 WalmartWalmart dropped the Pam
90、pers dropped the Pampers Trainers brand from distribution.Trainers brand from distribution.( (show Pull-Ups U.S. “show Pull-Ups U.S. “TrikeTrike” and ” and GraiilGraiil spot) spot)4. Make Your Advertising As Compelling As It Can Be4. Make Your Advertising As Compelling As It Can BeO & M3434Tip:Tip:
91、When used with as much consideration as When used with as much consideration as advertising, advertising, media can be a crucial factor in successful media can be a crucial factor in successful BrandbuildingBrandbuilding. .Strategic Fundamentals:Strategic Fundamentals: Know your consumer, and how sh
92、e consumes media as well Know your consumer, and how she consumes media as well as how she consumes your product i.e., if she is a workingas how she consumes your product i.e., if she is a workingmother, she may be most effectively be reached via prime-mother, she may be most effectively be reached
93、via prime-time TV (evening) or magazines.time TV (evening) or magazines. Know your competitor. What does it take to break throughKnow your competitor. What does it take to break throughthe clutter in your category?the clutter in your category?5. Use Media For 5. Use Media For BrandbuildingBrandbuild
94、ingO & M3535 Our key competitor, P&G, has used consistent media Our key competitor, P&G, has used consistent media principles globally:principles globally: link spending levels to target sharelink spending levels to target share when launching a new product, spend at least as much when launching a n
95、ew product, spend at least as much as the category leaderas the category leader concentrate media funds on concentrate media funds on product newsproduct news, not , not sustaining advertising.sustaining advertising.(Show a Pantene Shampoo spot)(Show a Pantene Shampoo spot)5. Use Media For 5. Use Me
96、dia For BrandbuildingBrandbuildingO & M3636Where to start:Where to start: Begin the media plan process early - along with creative Begin the media plan process early - along with creative strategy.strategy. Ensure the agency team has all relevant consumer and Ensure the agency team has all relevant
97、consumer and competitive petitive information. Consider an ideal Brand Building budget.Consider an ideal Brand Building budget. If it is too high, start over and look for smarter ways to If it is too high, start over and look for smarter ways to spend the money.spend the money.5. Use Media For 5. Us
98、e Media For BrandbuildingBrandbuildingO & M3737 Set priorities and find the smartest way to achieve them: Set priorities and find the smartest way to achieve them: smaller geographysmaller geography fewer weeks/higher levelsfewer weeks/higher levels shorter/smaller executionsshorter/smaller executio
99、ns media alliancesmedia alliances combination of relevant product messages (i.e. combination of relevant product messages (i.e. HuggiesHuggies diapers, diapers, HuggiesHuggies Baby Wipes) Baby Wipes) Look for new ways to reach the consumerLook for new ways to reach the consumer where P&G is notwhere
100、 P&G is not own those channels if you can!own those channels if you can!5. Use Media For 5. Use Media For BrandbuildingBrandbuildingO & M3838Tip:Tip: Consider alternative media for sensitive products (i.e. Consider alternative media for sensitive products (i.e. Adult Incontinence products) and educa
101、tional Adult Incontinence products) and educational advertising messages.advertising messages. The launch of Depend in The Netherlands was made much The launch of Depend in The Netherlands was made much more effectively by direct marketing which enabled more effectively by direct marketing which ena
102、bled consumers to contact K-C for information and samples. consumers to contact K-C for information and samples. (show Depend direct spot)(show Depend direct spot) For Pull-Ups, a product which requires education on a For Pull-Ups, a product which requires education on a continuous basis, we develop
103、ed a “tool kit” on toilet continuous basis, we developed a “tool kit” on toilet training .training .5. Use Media For 5. Use Media For BrandbuildingBrandbuildingO & M3939How We Own The Dialogue How We Own The Dialogue PhilosophyPhilosophyPamphletPamphletWhenWhen toto start start trainingtrainingPre-t
104、rainersPre-trainers(diaper users)(diaper users)Signs of Signs of Readiness/TheReadiness/The“Pull-Ups Way to “Pull-Ups Way to Train”Train”Inserted into Inserted into HuggiesHuggies packages packagesMOMS MOMS QUESTIONS QUESTIONS ANSWEREDANSWEREDPRIMARY PRIMARY TARGETTARGETKEY MESSAGEKEY MESSAGEMEDIA M
105、EDIA VEHICLEVEHICLEInteractive Interactive GuideGuideHowHow toto train trainPre-trainersPre-trainersPull-Ups are the Pull-Ups are the best way to help best way to help you help your you help your child to trainchild to trainMailed to moms Mailed to moms with 19-month with 19-month oldsolds“ “Big-Tim
106、e”Big-Time”PrintPrintWhyWhy to use to use Pull-UpsPull-Upsvs. diapers for vs. diapers for trainingtrainingCurrent trainers Current trainers andandpre-trainers pre-trainers (diaper users)(diaper users)Pull-Ups are Pull-Ups are the best the best way to trainway to trainNatl pubs for Natl pubs for broa
107、d broad awarenessawareness“ “Big Idea”Big Idea”TV :30TV :30WhyWhy Pull-Ups are Pull-Ups arebest for trainingbest for trainingCurrent trainers Current trainers and pre-trainersand pre-trainersHow Pull-Ups helpHow Pull-Ups helpkids becomekids become“Big Kids”“Big Kids”Natl TV for broad Natl TV for bro
108、ad awarenessawareness5. Use Media For 5. Use Media For BrandbuildingBrandbuildingO & M4040“ “Sleepy Boy” TV :30Sleepy Boy” TV :30WhyWhy its better to train with its better to train with Pull-Ups than diapersPull-Ups than diapersCurrent trainersCurrent trainersPull-Ups help kids “get it” Pull-Ups hel
109、p kids “get it” so they can “do it” all by so they can “do it” all by themselvesthemselvesNatl TV for broad Natl TV for broad awarenessawareness“ “Chalkboard” PrintChalkboard” PrintWhyWhy Pull-Ups are the Pull-Ups are the best training pantbest training pantCurrent trainersCurrent trainersTP-94 feat
110、ures make TP-94 features make Pull-Ups the best way to Pull-Ups the best way to teach your kid to train teach your kid to train (and teach “other” skills)(and teach “other” skills)Natl pubs for broad Natl pubs for broad awarenessawarenessRadioRadioWhyWhy Pull-Ups are best for Pull-Ups are best for t
111、rainingtrainingWhyWhy Pull-Ups are better than Pull-Ups are better than diapersdiapersWhyWhy “consistent” training “consistent” training is bestis bestCurrent trainers and pre-Current trainers and pre-trainerstrainersVarious:Various: Best way to trainBest way to train ConsistencyConsistency Training
112、 GuideTraining Guide Customized for boys and Customized for boys and girlsgirlsTactical/Issue specificTactical/Issue specificMOMS MOMS QUESTIONS QUESTIONS ANSWEREDANSWEREDPRIMARY PRIMARY TARGETTARGETKEY MESSAGEKEY MESSAGEMEDIA MEDIA VEHICLEVEHICLE5. Use Media For 5. Use Media For BrandbuildingBrandb
113、uildingHow We Own The Dialogue How We Own The Dialogue O & M4141Tip: Tip: If local retail is not the ideal distribution channel, think If local retail is not the ideal distribution channel, think “Outside The Box”“Outside The Box” NepiaNepia, one of the adult care product manufacturers in Asia, , on
114、e of the adult care product manufacturers in Asia, had difficulties gaining distribution in Japan. had difficulties gaining distribution in Japan. They have started “direct selling” through pharmacies, They have started “direct selling” through pharmacies, simultaneously offering a meaningful benefi
115、t to consumers. simultaneously offering a meaningful benefit to consumers. (Show Japanese (Show Japanese NepiaNepia spot) spot)6. Be Creative In Product Distribution6. Be Creative In Product DistributionO & M4242Tip: Tip: Place your brand in store as close as possible to your Place your brand in sto
116、re as close as possible to your source of business.source of business. Many women with a light bladder control problem currently Many women with a light bladder control problem currently go to the Fem-Care aisle to purchase maxi pads. If Poise go to the Fem-Care aisle to purchase maxi pads. If Poise
117、 pads are placed directly next to the maxi pads, consumers pads are placed directly next to the maxi pads, consumers are likely to switch.are likely to switch.Note: Note: Incontinence products are usually placed in the “healthIncontinence products are usually placed in the “healthcare” section of th
118、e store. This is not a location women arecare” section of the store. This is not a location women arecomfortable shopping in! comfortable shopping in! 6. Be Creative In Product Distribution6. Be Creative In Product DistributionO & M4343Tip: Tip: Low pack counts reduce absolute price and accelerate L
119、ow pack counts reduce absolute price and accelerate trial purchase.trial purchase. In countries with low disposable income and low diaper In countries with low disposable income and low diaper penetration, cloth users can be converted by offering low penetration, cloth users can be converted by offe
120、ring low count diaper packs which are initially purchased for count diaper packs which are initially purchased for “special occasions” (South Africa, Eastern Europe) “special occasions” (South Africa, Eastern Europe) P&G has had great success with sachets of shampoo P&G has had great success with sa
121、chets of shampoo (Pantene) and trial size soap bars in emerging markets.(Pantene) and trial size soap bars in emerging markets. Research in Australia indicated that Pull-Ups trial rates Research in Australia indicated that Pull-Ups trial rates significantly increase when counts are low, so that the
122、pack significantly increase when counts are low, so that the pack price is below 10 (Australian) Dollars.price is below 10 (Australian) Dollars.7. Maximize Consumer Value7. Maximize Consumer ValueO & M4444Pull-Ups Australian Pricing StudyPull-Ups Australian Pricing Study7. Maximize Consumer Value7.
123、Maximize Consumer ValuePre-ResearchPre-ResearchPost-ResearchPost-ResearchCountCount16161414PricePrice$13.59$13.59$13.59$13.59Price/PantPrice/Pant.85.85.97.97CountCount12121010PricePrice$9.99$9.99$9.99$9.99Price/PantPrice/Pant.83.83$1.00$1.00Size 2Size 2Size 3Size 3O & M4545Tip: Tip: Study the compet
124、ition . Procter & Gamble is very Study the competition . Procter & Gamble is very predictable.predictable. Following business proven, global marketing strategies.Following business proven, global marketing strategies. Utilizing world technologies (i.e. Always Utilizing world technologies (i.e. Alway
125、s DriDri Weave film Weave film cover).cover). Capable of sourcing world class products.Capable of sourcing world class products. Dominating the diaper and fem-care categories (and Dominating the diaper and fem-care categories (and enjoying massive economies of scale).enjoying massive economies of sc
126、ale). Continuously investing in marketing support.Continuously investing in marketing support. Ready to discount heavily to protect brand leadership.Ready to discount heavily to protect brand leadership.8. Know Your Enemy8. Know Your EnemyO & M4646Key principles of how P&G advertise:Key principles o
127、f how P&G advertise:1.1.Heavy weightHeavy weight Launch and support products at a spending level equal Launch and support products at a spending level equal to current category (!) e.g. Whisper.to current category (!) e.g. Whisper.2.2.Use advertising to show how a consumer need is metUse advertising
128、 to show how a consumer need is met Very rational focus.Very rational focus.(Show Whisper Japanese (Show Whisper Japanese DriDri-Weave spot)-Weave spot)8. Know Your Enemy8. Know Your EnemyO & M47473. Use proven 3. Use proven executionalexecutional formulae formulae Rational supportRational support P
129、roduct demonstrations (side by side)Product demonstrations (side by side) Presenters talking to cameraPresenters talking to camera Slice of life.Slice of life.But P&G is experimenting.But P&G is experimenting. More emotion/humorMore emotion/humor Use of musicUse of music An attempt to make the slice
130、 of life portrayal more An attempt to make the slice of life portrayal more realistic.realistic.(Show Cheer U.S. spot)(Show Cheer U.S. spot)8. Know Your Enemy8. Know Your EnemyO & M4848Key principles of how P&G operates in a competitive context:Key principles of how P&G operates in a competitive con
131、text:1. Copy the claims made by competitors1. Copy the claims made by competitors Try to confuse consumers. Stop a competitor from Try to confuse consumers. Stop a competitor from establishing a clear positioning.establishing a clear positioning. Benefit from high expenditure.Benefit from high expen
132、diture.Examples:Examples: Pampers now emphasizes the theme of “happy babies” in Pampers now emphasizes the theme of “happy babies” in the the endlineendline for their advertising. for their advertising.(Show Pampers European spot)(Show Pampers European spot)8. Know Your Enemy8. Know Your EnemyO & M4
133、9492. They move very quickly.2. They move very quickly. Pampers Pampers UltrathinUltrathin was developed and launched three was developed and launched three months before the launch of months before the launch of HuggiesHuggies UltrathinUltrathin to preempt to preempt K-Cs launch.K-Cs launch.8. Know
134、 Your Enemy8. Know Your EnemyO & M5050 Key principle for both products and advertising: “Get it out Key principle for both products and advertising: “Get it out now, correct it later”.now, correct it later”. P&G introduced Pampers Baby Dry and P&G introduced Pampers Baby Dry and UltrathinUltrathin i
135、n in limited sizes only and then extended them throughout the limited sizes only and then extended them throughout the range.range. They were both launched as relatively poor products but They were both launched as relatively poor products but have been constantly improved since their launch.have be
136、en constantly improved since their launch. Pampers Trainers were launched as a relatively poor Pampers Trainers were launched as a relatively poor product in one size only just before the launch of Pull-product in one size only just before the launch of Pull-Ups.Ups. We have also seen poorly dubbed
137、foreign commercials We have also seen poorly dubbed foreign commercials which have been put on air for the sake of speed. which have been put on air for the sake of speed. 8. Know Your Enemy8. Know Your EnemyO & M5151 They move quickly in other areas too!They move quickly in other areas too! R&D - p
138、rovide very fast and thorough support for R&D - provide very fast and thorough support for advertising claims and demos.advertising claims and demos. Legal - within three days of going on air in Holland a forty Legal - within three days of going on air in Holland a forty page legal writ was sent to
139、K-C complaining about page legal writ was sent to K-C complaining about everything from wording on the back of the everything from wording on the back of the HuggiesHuggies pack pack to the advertising. to the advertising. 8. Know Your Enemy8. Know Your EnemyO & M52523.3. They create the perception
140、that they are leading the way They create the perception that they are leading the way even when they lag behind.even when they lag behind. Unilever were first to launch a liquid detergent (Wisk) Unilever were first to launch a liquid detergent (Wisk) which could be introduced to the washing machine
141、 via which could be introduced to the washing machine via the loading drawer.the loading drawer. Liquid Ariel, a poorer product, required a dosing ball. The Liquid Ariel, a poorer product, required a dosing ball. The ball was launched as part of the product innovation ball was launched as part of th
142、e product innovation although it was actually covering up a product weakness.although it was actually covering up a product weakness. Wisk eventually had to introduce a dosing ball to “catch Wisk eventually had to introduce a dosing ball to “catch up”!up”!8. Know Your Enemy8. Know Your EnemyO & M535
143、33.3. They create the perception that they are leading the way They create the perception that they are leading the way even when they lag behind (cont.)even when they lag behind (cont.) Breathable Breathable HuggiesHuggies Supreme began shipping and Supreme began shipping and advertising a full mon
144、th before Pampers Premiums advertising a full month before Pampers Premiums breathable feature.breathable feature. Nonetheless, Pampers advertising claimed that Pampers Nonetheless, Pampers advertising claimed that Pampers was “the first and only breathable diaper” by adding a was “the first and onl
145、y breathable diaper” by adding a footnote that said “in sizes 1,2 and 3 only”, sizes that footnote that said “in sizes 1,2 and 3 only”, sizes that HuggiesHuggies was not shipping for three weeks. was not shipping for three weeks.Note: Note: The business press did not take kindly to this approach, Th
146、e business press did not take kindly to this approach, announcing that announcing that P&GsP&Gs initiative was “losing steam” initiative was “losing steam” (Wall Street Journal, September 25, 1996)(Wall Street Journal, September 25, 1996)8. Know Your Enemy8. Know Your EnemyO & M54544. They will deni
147、grate an old product when launching a product 4. They will denigrate an old product when launching a product improvement. improvement. Tide - “Foot Crush”Tide - “Foot Crush”5. They are very aggressive in claims made in advertising.5. They are very aggressive in claims made in advertising. They dispu
148、te every claim competitors makeThey dispute every claim competitors make When they are allowed to claim superiority, they make the When they are allowed to claim superiority, they make the most of itmost of itExample:Example: “Driest nappy ever for the driest, happiest babies”. “Driest nappy ever fo
149、r the driest, happiest babies”. (Europe)(Europe)8. Know Your Enemy8. Know Your EnemyO & M5555 If they can not state superiority, they will imply itIf they can not state superiority, they will imply it Comparison with another Pampers brand (Phases) Comparison with another Pampers brand (Phases) label
150、ed in commercials as “next best nappy”. Plus claim labeled in commercials as “next best nappy”. Plus claim “For drier, happier babies”.“For drier, happier babies”. Clever use of testimonials.Clever use of testimonials.(Show Pampers “next best nappy”)(Show Pampers “next best nappy”)8. Know Your Enemy
151、8. Know Your EnemyO & M5656Tip: Tip: Make contingency plans so that you can respond quicklyMake contingency plans so that you can respond quicklywhen competitors retaliate.when competitors retaliate. Evaluate programsEvaluate programs Tailor messages to incorporate new learningTailor messages to inc
152、orporate new learning Develop contingency plans which can be implemented with Develop contingency plans which can be implemented with immediate effect if competitors challenge us, e.g. immediate effect if competitors challenge us, e.g. HuggiesHuggies “Marathon” was shot with and without reference to
153、 “Marathon” was shot with and without reference to Pampers.Pampers.(Show both versions with and without Pampers headbands)(Show both versions with and without Pampers headbands)9. Plan, Plan, Plan!9. Plan, Plan, Plan!O & M5757Tip: Tip: When you conduct research, remember consumers When you conduct r
154、esearch, remember consumers dont dont always say what they really do!always say what they really do!Mothers always tell us they toilet train in the summer. YetMothers always tell us they toilet train in the summer. YetPull-Ups sales have absolutely no seasonality!Pull-Ups sales have absolutely no se
155、asonality!In the U.S. we revised volume projections quickly when we In the U.S. we revised volume projections quickly when we learned this.learned this.9. Plan, Plan, Plan!9. Plan, Plan, Plan!O & M5858Tip: Tip: Before airing your first advertising in a new market, be Before airing your first adverti
156、sing in a new market, be sure you fully understand advertising approval policies.sure you fully understand advertising approval policies.This will enable you to respond faster to competitiveThis will enable you to respond faster to competitivechallenges.challenges. In some markets advertising agenci
157、es work directly with TV In some markets advertising agencies work directly with TV authorities, in others this is handled by the manufacturer.authorities, in others this is handled by the manufacturer. In some markets advertising must be approved by TV In some markets advertising must be approved b
158、y TV networks before it is aired. If it is subsequently challenged networks before it is aired. If it is subsequently challenged by a competitor, it can stay on air while the advertiser by a competitor, it can stay on air while the advertiser prepares a response to the challenge.prepares a response
159、to the challenge. In some markets regulations vary by city.In some markets regulations vary by city.Note: P&G has very close relationships with TV networks and Note: P&G has very close relationships with TV networks and censorship authorities!censorship authorities!9. Plan, Plan, Plan!9. Plan, Plan,
160、 Plan!O & M5959Tip: Tip: When you plan to advertise competitively, check first When you plan to advertise competitively, check first what is required legally to substantiate these claims.what is required legally to substantiate these claims.HuggiesHuggies Baby Wipes “Natural Care” could not claim to
161、 be Baby Wipes “Natural Care” could not claim to be natural because the natural because the basesheetbasesheet contained synthetic fibers. contained synthetic fibers.9. Plan, Plan, Plan!9. Plan, Plan, Plan!O & M60609. Plan, Plan, Plan!9. Plan, Plan, Plan!Tip: Tip: Consistently challenge your client
162、to develop Consistently challenge your client to develop advertisableadvertisable product improvements or line extensions.product improvements or line extensions.Kotex built market leadership in Mexico through continuous Kotex built market leadership in Mexico through continuous new launches and pro
163、duct improvements. new launches and product improvements. This helped tremendously to protect Kotex against aggressive This helped tremendously to protect Kotex against aggressive strategies by P&G.strategies by P&G.(Show 3 Kotex Mexico interviews spot.3 different aged women)(Show 3 Kotex Mexico interviews spot.3 different aged women)
