奥美Tips for Success040.ppt

,“Tips for Success”What Ogilvy&Mather has learned about launching packaged goods brands,October 1996,This presentation is designed to help local K-C and O&M teams build enduring brands in new markets.We have summarized our learning from many global packaged goods brands to provide“Tips for Success”in fast moving consumer goods categories.,Purpose,Since Ogilvy&Mather introduced Brand Stewardship,it has become an integral part of our daily work on Kimberly-Clark around the world.Brand Stewardship is a process that helps us better understand the unique relationship between the product and the consumer.All of the following recent“Tips for Success”demonstrate how this process has helped us in Building Global Brands.,Background,1.Know The Market2.Know The Consumer3.Position Your Brand For Optimal Results4.Make Your Advertising As Compelling As It Can Be5.Use Media For Brandbuilding6.Be Creative In Product Distribution7.Maximize Consumer Value8.Know Your Enemy9.Plan,Plan,Plan!,Agenda,Tip:Before entering the market,make a careful assessment of category and brand volume potential.Identify volume sources:will sales come primarily from category growth or stealing share from competitors?which market segment has the greatest potential?Note:Answers to these questions help indicate marketing strategy and advertising directions.,1.Know The Market,Example of a calculation of category potential for disposable diapers:User population(annual births,length of time using diapers)Use-up rate(number of diaperings per day)Disposable penetration(percent of diapering versus cloth)Note:Current usage levels and trends determine how much a new brand can realistically expect to grow the category.If growthpotential is lower than your brands volume objectives,significant share will need to be taken from existing brands.This is very difficult if competing brands are well established.,1.Know The Market-Category/Brand Volume Potential,How this Tip for Success helped us launch Huggies in the U.S.:When Huggies was introduced in the U.S.in 1979,immediate category growth was limited.annual birth rate:-3%,declining slowlylength of time using diapers:about 24-28 months,stableaverage diaperings per day:averaged 7+per day,no special trends.disposable penetration:about 60%of total diaperings,growing 2-3%annuallyDecision:Target Huggies to take share from the category leader,Pampers.,1.Know The Market-Category/Brand Volume Potential,Tip:Segment the market,so that the new brand can be positioned in the segment offering best volumepotential.Know how consumers-not manufacturers-segment the market.Position your brand in the optimal segment-even if it requires head-on competition with the market leader.Anticipate changes in segmentation because of new brands and/or changing consumer perceptions.In order to get a better understanding of the different Tiers in the diaper category,we are currently analyzing the multiple tiers around the world.Here is where we are so far.,1.Know The Market,Background-Regional Input,Marketing Directors around the world contributed local insight into the multi-tier environment:What defines a tier?How many tiers can profitably exist?How many brands should K-C have?How do consumers move through tiers?How should marketing funds be allocated?,1.Know The Market-Multiple Tier Analysis,Tier Definitions,1.Know The Market-Multiple Tier Analysis,Tier 1Market DevelopmentInexpensive alternative to clothup to 55Inserts Two-Piece,Tier 2ValueAffordable convenience70OBSESSIONUniComfort/Futur,Tier 3StandardPerformance through established technology85Steps Phases,Tier 4PremiumTop performance through feature innovation100EAGLEBaby Dry Plus,Tier 5Super-PremiumUltimate in baby care115Supreme Premium,Tier NamePositionPrice IndexSample Products in 1996,Consumer Approach to Tiers,Differentiate on price/performance spectrumexpect about 15%price difference between tiersdanger of tiers merging in consumers minds if price differential not maintainedperformance levels distinguished by features/product types,1.Know The Market-Multiple Tier Analysis,Consumer Approach to Tiers,Usual tier choice dictated by household affordabilityHigher tiers purchased for select usage occasions(overnight,travel,holidays)provides benchmark for“gold standard”performance,1.Know The Market-Multiple Tier Analysis,K-C Guidelines for Implementation:Product,K-C product must be best quality within its tierFive products to be marketed globallyIdeally,no more than three products marketed per countryK-C strongly recommends a presence in Tier 4(even if in limited quantities)to avoid ceding innovation equity to competition,1.Know The Market-Multiple Tier Analysis,K-C Guidelines for Implementation:Branding,Multi-tiers make the HUGGIES brand equity more vulnerable than a single tier environmentGreat care must be taken to maintain and strengthen the brandUse single parent branding wherever possibleDo not establish parentage in ways that dilute the HUGGIES nameAlways use subbrands in multiple tiers markets(not HUGGIES alone),1.Know The Market-Multiple Tier Analysis,K-C Guidelines for Implementation:Branding,Select tier subbrand that clearly communicates tier alignmentHUGGIES should dominate in tiers 2-5,use as“trust mark”in tier 1Follow Brand Framework guidelines for Brand Treatment and Packaging,1.Know The Market-Multiple Tier Analysis,How this Tip helped us in India:In India,a market with low diaper penetration,Huggies was launched as the premium performing diaper,to preempt the introduction of Pampers.Huggies Dri Fit was subsequently launched as the market development diaper to convert cloth users and build brand volume.,1.Know The Market-Multiple Tier Analysis,Tip:The better you know your consumer,the more successful your brand will be.This has historically been one of Kimberly-Clarks advantages over P&G.We listen very carefully to consumers and translate this learning into brand,positioning and advertising ideas.Some useful questions to ask:Who would most likely buy your brand?What are they currently using instead of your brand?,2.Know The Consumer,Do they know the category(or do you have to educate them?)Would they regard buying your brand as high or low risk?Is it a carefully considered purchase decision with serious social,economic or health consequences?Are there any other factors,i.e.weather,tradition,social values which influence their behavior?Is there a high degree of loyalty to the brand they currently use?,2.Know The Consumer,How this learning helped us market Depend,Huggies and Kimbies more successfully:Edward Kellers successful launch of Depend in Hong Kongwas partly attributed to advertising which reflected thetraditional in-home care situation within the family.The Huggies“Happy Babies”campaign has generated greatbrand growth around the world because it is tailored tolocal market conditions.(Show“Lab”“Malaysia”,“Cowboy”France,“Premio”Brazil,“40%Thinner”Taiwan),2.Know The Consumer,Kimbies became the#1 selling diaper in the Philippines because advertising recognized the need for mothers to be able to convince the older generation(their parents)that Kimbies was a better way to diaper than cloth diapering.Since cloth diapering was the“Gold Standard”,the role of the advertising was to overcome the emotional hurdle moms experienced in using a disposable diaper.(Show Philippines Kimbies spots),2.Know The Consumer,Tip:Position the brand to best meet consumer needs,and tell the consumer how your brand will do this.This requires us to first identify consumer needs.It also requires creative thinking-to translate the specific product features into promises that are relevant to consumers.,3.Position Your Brand For Optimal Results,How this tip helped make Dove a global Unilever brand:In 1957,Unilever came to Ogilvy&Mather and presented a bar of soap made of a huge list of ingredients.One of those ingredients was a chemical which moisturized skin.David Ogilvy translated this into the“1/4 moisturizing cream”promise which differentiated Dove from all other soaps,helped it achieve brand leadership in the U.S.and provided a platform for new product development.,3.Position Your Brand For Optimal Results,The U.S.Dove BrandPrint served as the Ideal BrandPrint for most new markets.Dove has been successfully launched in more than 50 markets in less than 3 years!Dove BrandPrintDove and its users have a handshake bargain.Dove is hope without hype.It doesnt prey on insecurities;its a consensus builder.In use,theres a real sense of anticipation of taking part in making a creamy concoction that says“One tiny ing up”(Show a Dove Jean Shy and China),3.Position Your Brand For Optimal Results,How this Tip helped Pull-Ups in the U.S.:Pull-Ups was launched as the first toilet training pant in the U.S.in 1990.The brand was the answer to a consumer need for a diaper that helps transition toddlers from diapers to underwear.Consumers told us a training pant should:be disposablecontain like diapersgo on and off like underwearlook and feel like underwearprovide a pant-like fit,3.Position Your Brand For Optimal Results,How this Tip helped Pull-Ups in the U.S.(cont):Product features will always be important but it was equally crucial that kids felt great about wearing Pull-Ups.This emotional benefit was central to our BrandPrint.,3.Position Your Brand For Optimal Results,The essence of Pull-Ups is these seven words:“Mommy,watch!Look what I can do!”Pull-Ups is about the joy of discovery and the expectation of applause.The brand lives in all the little milestones we mark as 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 Myself.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 feel big,too.“Mommy,Watch!Arent you proud?”Yes,shes very proud.(Show Pull-Ups UK“Somersault”and Pampers Trainers launch U.K.spot),The Pull-Ups Brand Print,3.Position Your Brand For Optimal Results,Tip:Position your brand to grow the overall business and avoid cannibalizing your existing consumer franchise.In Asia,P&G launched Pampers Uni to counter the success of Kimbies in markets with low disposable diaper penetration.P&Gs hope was to use Uni to gain a foothold in the fast-growing economy segment,while Pampers prospered in the premium segment.,3.Position Your Brand For Optimal Results,Pampers Uni was launched as a lower priced alternative to premium diapers.This immediately cannibalized Pampers premium diaper sales.Consumers traded down from Pampers main brand to Pampers Uni.Kimbies entered the market as the better alternative to cloth“The dryness of disposable,the comfort of cloth”.This converted cloth users(which represented the greatest volume opportunity).(Show Pampers Uni Hong Kong spot),3.Position Your Brand For Optimal Results,Tip:Even if time is short,take time to write a compelling brief and you will save time later.Involve your local K-C client in the process,so that you have common expectations of creative work.,4.Make Your Advertising As Compelling As It Can Be,Tip:Advertising focusing on visually distinctive product features is proven to be the most persuasive.The first winged pantiliner introduced in the U.S.was a Kotex Lightdays liner.Advertising focused single-mindedly on the wings and the“stays in place”consumer benefit.Kotex Natural Curved Tampon was launchedby demonstrating its unique curved shape compared to traditional tampons.(Show“Shifty”spot,Natural Curved print ad),4.Make Your Advertising As Compelling As It Can Be,Tip:Advertising that features sensitive products in a no nonsense way can be perceived to be highly empathetic.The Australian advertising for Kotex Curved shows women discussing and handling a Curved pad in a very natural way.(Show Kotex“Mum”)Kotex Days Tampons were launched in Argentina using simple language and computer graphics to demonstrate how a tampon works.(Show Days Tampon)Dutch Depend advertising explains the symptoms of incontinence and loss of bladder control in a supportive,educative manner.This has brought adult incontinence“out of the closet”in Holland.(Show Dutch:60 Direct TV spot),4.Make Your Advertising As Compelling As It Can Be,Tip:Develop an advertising campaign so that you build your brand beyond the launch phase and maximize efficiency.These questions help distinguish between one-off executions and enduring campaigns:what is the creative idea?could the ad build a unique brand“personality”over time?can a new line extension or product improvement be advertised in the same format?does it feature functional product benefits while reinforcing brand values?,4.Make Your Advertising As Compelling As It Can Be,How this Tip has helped us create success for Pull-Ups:The Pull-Ups“Big Kid”TV campaign helped establish the training pant category in North America in 1989.“Big Kidness”has become so powerful and so identified with the Pull-Ups brand that P&G has still not been able to make inroads into the category.In fact,in 3rd Quarter 1996 Walmart dropped the Pampers Trainers brand from distribution.(show Pull-Ups U.S.“Trike”and Graiil spot),4.Make Your Advertising As Compelling As It Can Be,Tip:When used with as much consideration as advertising,media can be a crucial factor in successful Brandbuilding.Strategic Fundamentals:Know your consumer,and how she consumes media as well as how she consumes your product i.e.,if she is a workingmother,she may be most effectively be reached via prime-time TV(evening)or magazines.Know your competitor.What does it take to break throughthe clutter in your category?,5.Use Media For Brandbuilding,Our key competitor,P&G,has used consistent media principles globally:link spending levels to target sharewhen launching a new product,spend at least as much as the category leaderconcentrate media funds on product news,not sustaining advertising.(Show a Pantene Shampoo spot),5.Use Media For Brandbuilding,Where to start:Begin the media plan process early-along with creative strategy.Ensure the agency team has all relevant consumer and competitive information.Consider an ideal Brand Building budget.If it is too high,start over and look for smarter ways to spend the money.,5.Use Media For Brandbuilding,Set priorities and find the smartest way to achieve them:smaller geographyfewer weeks/higher levelsshorter/smaller executionsmedia alliancescombination of relevant product messages(i.e.Huggies diapers,Huggies Baby Wipes)Look for new ways to reach the consumerwhere P&G is notown those channels if you can!,5.Use Media For Brandbuilding,Tip:Consider alternative media for sensitive products(i.e.Adult Incontinence products)and educational advertising messages.The launch of Depend in The Netherlands was made much more effectively by direct marketing which enabled consumers to contact K-C for information and samples.(show Depend direct spot)For Pull-Ups,a product which requires education on a continuous basis,we developed a“tool kit”on