March, 2012

© ColourMind.com 2012

© ColourMind.com 2012 3

Heineken

© ColourMind.com 2012 4

I drink with mates

I drink with friends

pub

restaurant

brewer

waiter

waitress

?

(Source: ColourMind for Heineken)

© ColourMind.com 2012 5

I drink with mates

I drink with friends

pub

restaurant

brewer

waiter

waitress

(Source: ColourMind for Heineken)

© ColourMind.com 2012 6

© ColourMind.com 2012

Tested on Thousands

7

Fo

cu

s G

ro

up

s

© ColourMind.com 2012 8

Lozenges forthroats and mouth

© ColourMind.com 2012 9

Healing

Functional

Medicine

Without chemicals

NaturalRelief

Pharmacy

Pharmacist

Helper

Safe

© ColourMind.com 2012 10

Relief

Long lasting

Natural

No chemicals

Medicine

Pharmacist

Relief

Fast

Strong

Tasty

Candy

Supermarket

Client Competitors

© ColourMind.com 2012 11

Mining Company

© ColourMind.com 2012

Insurance Company

© ColourMind.com 2012 14

It is not about insurance

It is about a relationship

MedicalSupplies Company

© ColourMind.com 2012 16

Vnímání inkontinence

0,0

2,0

4,0

6,0

8,0

10,0

12,0

14,0

16,0

18,0

? Competitor

Brand 1

Source: Hartman-Rico

© ColourMind.com 2012 17

Summary

Brand 1 Competitor

Problem Urinary incontinenceLight urinary incontinence

ProductAromatic tabSpecial tabAbsorbent tab

TabInco-tabAbsorbent tab

CommunicationYou can feel however youwant. We solve yourproblem.

Says what the consumershould feel and do.

• With what to communicate

Television, Internet, Radio, Fun, Magazine

Radio, Internet

• With whom to communicate

Friend, family, consultation.

Doctor, druggist.

• Where to communicate

Waiting rooms Drugstores

Consumer

• Expects quality, consultation.

• Ready for a long-term relationship, action andcare.

• Tell me what to do andhow.

• Don’t stop or you will lose me.

N = 1102 women, internet population,

Data collection by MEDIARESEARCH, a.s., October 2010

© ColourMind.com 2012

Before After

Source: Hartman-Rico

© ColourMind.com 2012 19

fast

cost efficentcross cultural EA

SY

TO

US

E

© ColourMind.com 2012 20

BusinessDevelopmentOpportunities

© ColourMind.com 2012 21

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