Leveraging the brand essence for an iconic & lovemark brand - Nestle

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Information about Leveraging the brand essence for an iconic & lovemark brand - Nestle
Business & Mgmt

Published on February 28, 2014

Author: merlien

Source: slideshare.net

Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by

Leveraging the brand essence for an iconic & love-mark brand Strictly Confidential - Feb 20th, 2014

Strictly Confidential - Feb 20th, 2014

Strictly Confidential - Feb 20th, 2014

2 Aspects of being «legendary»: 1. Extremely well-known; famous 2. Transferred from generation to generation Strictly Confidential - Feb 20th, 2014 Source:www.thefreedictionary.com

Favorite brand of generations... MY GRANDMOM Born in 1924 MY MOM Born in 1953 ME Born in 1979 from 1933 from 1966 from 1990 Strictly Confidential - Feb 20th, 2014 MY SON Born in 2008 from 2014

Today’s topics: 1.Risk of interpreting the data and the magic of listening to consumers. 2. The challenge in creating new ideas for iconic brands 3. Generating WOM in digital, through big brand ideas. Strictly Confidential - Feb 20th, 2014

DAMAK Free Associations Classy Pistachios High quality Whole/large pieces of pistachios White color Packaging Classic All to myself Gusto/ delicacy-’damak tadı’ Combination of white & green Childhood memories Unique Different ‘my father used to bring it home’ Consistent quality & pack Strictly Confidential - Feb 20th, 2014 With coffee Source: Sever Impeks Consultancy, 2007

DAMAK Brand Personality*  Proper, knows how to behave, mature  Well-educated, well-rounded, has refined taste  Principled, trustworthy, consistent, self-confident, sophisticated  Articulate, plain, simple, clear, convincing, strong  Admirable, attractive, mysterious, well-groomed  Contemporary, modern but also classic, has roots from the past  Aristocratic, elite but also warm, friendly, sympathetic, has a nice smile * Collage done by participants. Strictly Confidential - Feb 20th, 2014 Source: Sever Impeks Consultancy, 2007

Most premium retail chocolate Average Price Index (kg) Strictly Confidential - Feb 20th, 2014 Source: AcNielsen, 2013 Full Year

DAMAK consumption is AB SES skewed. Strictly Confidential - Feb 20th, 2014 Source: IPSOS Household Panel 2013 Full Year

How about the consumer ? Strictly Confidential - Feb 20th, 2014

Key points from the consumer portait*  Young adults, who appreciate finer things in life.  Very optimistic about their future.  They like to be known as selective and they believe that they are distinguished.  Real chocolate lovers and are ready to pay more for DAMAK.  Average income is between 1.000-1.500 TL/month.  Have never been to abroad, their dream is to go to Paris in the future. * Pictures are representatitve. Strictly Confidential - Feb 20th, 2014 Source: Consumer Portait Visits

Dream of DAMAK Consumers: Go to Paris with their beloved ones... Strictly Confidential - Feb 20th, 2014

5 Criteria of an Iconic Brand 1. Design 2. Shape 3. Color 4. Logo 5. Appetite Appeal Strictly Confidential - Feb 20th, 2014 Source: Roman Klis Design

Leverage the inherit values... Brand Essence: « The Legendary love of chocolate and pistachio» Brand Ques:  White  Unique font and special use of Green  Square pack  Pistachio Strictly Confidential - Feb 20th, 2014

The idea came !!! An internal workshop, May 2013. Strictly Confidential - Feb 20th, 2014

Teaser period of 1 week... Strictly Confidential - Feb 20th, 2014

80th Year Film after the teaser... Strictly Confidential - Feb 20th, 2014

Results... - 36.430 tweets during campaign. - 74% of the tweets were with DAMAK branded content during teaser. All organic. - 0.1% negative tweet. - 70.000 new fans. (almost doubled the base) - Engagement rate: 0.95%. Strictly Confidential - Feb 20th, 2014 Source: IPSOS BHT, Dekathlon Social Listening

Then came the St Valentine’s Day Strictly Confidential - Feb 20th, 2014

Last words: 1. Don’t be too much data freak. Simply talk to your consumers. 2. Always inspire by the brand essence 3. If you really have a big idea, things are easier to spread over. Strictly Confidential - Feb 20th, 2014

Thank you... Strictly Confidential - Feb 20th, 2014

Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by

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