Concept Development

NMF WS2 L9 Concept Development 25.8.06 1

Concept Development – Advertising

Presented by:Sandesh Dhawale

What is a Concept?

A concept is simply the tool we use to communicate a new idea to consumers(& internal audiences) so they can feed back to us usefully to make an ad/campaign for launch or re-launch a brand


Concept Content Grid

DISCRIMINATOR

REASON TO BELIEVE

EMOTIONAL BENEFIT

FUNCTIONAL BENEFIT

INSIGHTIDEA

Defining the Target Audience for a Concept

Brand

� Johnnie Walker

� Dove


Target GroupNew ProgressivesMen who are either setting out on theirjourney of progress, or who areenjoying some of the fruits of theirprogress so far.Life is not just about the destination,the journey is equally important

play the ad:http://www.youtube.com/watch?v=_SBIP9DuDxo&feature=related

To explore more about Johnniewalker

http://www.johnniewalker.com/asia/home/

Concept Content Grid - Dove Example

CONCEPT NAME: Dove TG

Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hype

Play the Dove Ads –

http://www.youtube.com/watch?v=x4umCDmKDxc&NR=1

http://www.youtube.com/watch?v=1XEHpyQbwM0

Defining the Target Audience


CONCEPT CONTENT

WHY NEEDED

Consumer insight “Prove to me that you understand my needs, that you really know what is going on in my head”

Idea

Discriminator

Reason to believe

“OK, you have now got my attention….but not for long. Now, who are you? What are you? How can you answer my needs better

than anybody else? Why should I believe you?

Reprise of discriminator or ‘why you should buy it’

“Please summarise precisely why I should buy you and how this will make me feel!”

Elements of a Great Concept

Definition - Insight

A penetrating understanding which provides hooks or clues that lead to brand building opportunities


Definition - Functional Benefit

“What does it do for me?”

This is the rational bit about your idea that appeals to consumers’ heads.

Definition - Emotional Benefit

“How does it make me feel?”

This is the emotional bit about your idea that appeals to consumers’ hearts


Definition - Reasons to Believe

“Why should I believe you - where’s the proof?”

This is the proof we offer to support the benefits. It may be emotional or functional depending upon the idea eg

ingredient, heritage, endorsement, reputation, expertise etc.

Definition - Discriminator

“What makes this product/ brand different from the rest?”

The single most compelling and competitive statement the target consumer would make for buying this product/brand


Our modern lives are so busy that we never get time to eat proper meals. We eat junk food on the run and our diets lack essential minerals & vitamins we need to perform.

New Kellogg’s NutriGrain is a delicious snackbar made of oats, barley, dried fruits and fortified with vitamins C and D.

This easy-to-eat snack can be eaten anywhere;on the train, in the car or at the desk.

There are no artificial ingredients in Kellogg’s NutriGrain. It is all good wholesome food;

giving you the fuel to perform at your best.

Now healthy eating can be fast.

Kellogg’s Snack Bar Concept

Our modern lives are so busy that we never get time to eat proper meals. We eat junk food on the run and our diets lack essential minerals & vitamins we need to perform.

New Kellogg’s NutriGrain is a delicious snackbar made of oats, barley, dried fruits and fortified with vitamins C and D.

This easy-to-eat snack can be eaten anywhere;on the train, in the car or at the desk.

There are no artificial ingredients in Kellogg’s NutriGrain. It is all good wholesome food;

giving you the fuel to perform at your best.

Now healthy eating can be fast.

Kellogg’s Snack Bar Concept

Insight

Name

Reason to believe

Benefits/ Discriminator

Reprise of discriminator


Structure of a Concept

CONCEPT CONTENTSTRUCTURE OF CONCEPT AS THE CONSUMER THINKS

Consumer insight “Prove to me that you understand my needs, that you really know what is going on in my head”

Idea

Discriminator

Reason to believe

“OK, you have now got my attention….but not for long. Now, who are you? What are you? How can you answer my needs better than anybody else? Why should I believe you?


“Please summarise precisely why I should buy you and how this will make me feel!”

CONCEPT STATEMENT

CONCEPT CONTENT

Consumer insight

Idea

Discriminator

Reason to believe


As parents we want our children to enjoy their food, but are often concerned about the nutritional value of processed food and the long term effect that it has

New VitaMac from McDonald’s is a delicious burger that contains all the vitamins a child needs to maintain his good health.McDonald’s have patented an effective process for fortifying their burgers with vitamins A & C without changing the great taste

McDonald’s VitaMac keeps your children happy and healthy and gives you peace of mind

Example - McDonald’s Vita Mac


Example - MCDONALD’S VITAMAC , A vitamin enriched burger for kids

�1. CONTENT

A process for fortifying their burgers with vitamins A & C without changing the taste

Keeps your children happy and gives you peace of mind

DISCRIMINATOR

The taste of McDonald’s that kids love with all the vitamins they need for good health and well being

A delicious burger that contains all the vitamins a child needs to maintain their health

As parents, we want our children to enjoy their food, but are often concerned about the nutritional value of processed food and the long term effect it has

MCDONALD’S VITAMAC

A vitamin enriched burger for kids

REASON TO BELIEVE

EMOTIONAL BENEFIT

FUNCTIONAL BENEFIT

INSIGHTIDEA

Concept Statement Checklist

� Is there a concept name?

� Does the concept have a consumer insight?

� Is there a discriminator?

� Are there reasons to believe?

� Is there a reprise of the discriminator?

� Does the language appeal to the target consumer

� Is the concept statement single-minded and succinct?

� Can you read the concept statement in 30 seconds or less?

� Does the concept statement have a logical flow?


How do you get that ‘just cleaned your teeth ready for anything’ sensation when you are out and about……..?

With just a click and a squeeze, new Whirlpool Ice pocket sized

mouthwash from Close Up releases its antibacterial formula

with an explosion of pure menthol. This cleans and blasts your mouth with long lasting

freshness….on the go

Whirlpool Ice keepsyou fresh

and ready for actionwherever you are

Concept - Close Up Whirlpool Ice

I want to make the most of my life and always be on top of things - so my hair must be right.

New Pantene Active shampoo with natural extracts from Lavender instantly nourish your hair from root to tip. The natural oils penetrate and rebuild hair making it healthier and stronger; leaving your scalp feeling clean, alive revitalised and invigoratedAnd you will love the scent…a light fresh natural fragrance that leaves you feeling refreshed and energised all day

New Pantene Active for hair that shines with all its renewed strength.

Insight

Name

Reason to believe

Benefits/ Discriminator

Reprise of discriminator

Pantene Active Shampoo Concept


Standout

Surprising whiteness

and new lemon

fragrance

Insight

Idea

End Pay off

Benefits

Reason to believe

Example - Tide Washing Powder Concept

Tide ad - linkage of the concept with the ad

http://www.youtube.com/watch?v=RWALQ-EmRig&feature=related


For the man in

every gentleman

End Pay off -

SX4 conquers roads, driving off the

beaten path and relishing the

performance of a masculine engine

SX4 is available in Diesel – to go an extra mile,

Petrol – make a powerful statement

and CNG – take the green way forward

Insight - I want to bring alive every fantasy of a real man who has blendof power, reflexes, dominance and a hint of chivalry.

Benefit - Presenting Maruti Suzuki SX4 to rule the road, undisputed

Reason to believe -– Perfectly groomed with Plush leather seats

– Wooden arm rests

– Cutting edge features

– Options to fuel – Petrol, Diesel or CNG

– Powerful engines, strong performance and flawless control

Maruti Suzuki SX4 Ads

2008 Launch Ad of SX4http://www.youtube.com/watch?v=4Kmtkf5xWoM&feature=related

2009 Relaunch Ad of SX4http://www.youtube.com/watch?v=0aH88Id9NxU&feature=related

2010 For the Men in Every Gentleman – The Concepthttp://www.youtube.com/watch?v=9kCNKBi0sU0&feature=relmfu

2011 SX4 Diesel Launch ads

http://www.youtube.com/watch?v=t6oqb7ir32E&feature=relmfuSX4 Diesel Launch - Karvachauth

http://www.youtube.com/watch?v=BVCwvP92L4E&feature=relmfuSX4 Diesel Launch - Church

http://www.youtube.com/watch?v=of27Yak_qKY&NR=1SX4 Diesel Launch - Restaurant

http://www.youtube.com/watch?v=odgRIcHJkU0&feature=relmfuSX4 Diesel Launch - Hospital


Pond’s Gold RadianceRecapture the radiance of your youth

Insight – Time robs skin of radiance, making it lifeless and dull as you become older.

Idea – New Pond’s Gold RadianceTM combats dullness effectively and makes you youthful

Reason to believe – It has world’s leading anti ageing ingredients with real precious gold micro particles

Benefits –

• Reduces visible signs of ageing

• Re-energizes skin and spots are reduces

End Pay off – Step in a Radiant tomorrow.

Pond's Gold Radiance June 2011 Launch ad

http://www.youtube.com/watch?v=x30R6V2

uk5s&feature=related


Example - Tropicana 100%

Juice

Concept - Health Excuses

Insight – Every morning is busy and there

is pressure for deadlines and meetings

Idea – New Tropicana 100% completes

your breakfast

Benefit – You stay healthy even when

rushed

Reason to believe – Has the goodness of 9

Fruit nutrients, No added sugar, No added

colour and preservatives, World’s no1

Juice brand.

End Pay off – Tropicana 100% , Now

Breakfast shall win

Insight – Love and be loved is a wonderful feeling and everyone wants to experience it at least once in their lifetime

Idea – The idea of love applies as much to objects around us. We love our homes, our phones and our clothes, as well as our cars. However, we never think of 'being loved' by the car.

Honda Brio the Car that loves you back

Benefits –• Has attractive aerodynamic styling• It is economical with low fuel consumption• It is spacious inside but takes less space in parking lots

End Pay off – Honda Brio, there is no ‘I love you’ without ‘I love you too’

Hindi – Part 1

http://www.youtube.com/watch?v=37pf0-hTLLc&NR=1

Honda English Full version

http://www.youtube.com/watch?v=8dQ0-ioMmxI

Or

http://www.youtube.com/watch?v=iTH01RVAfy0&feature=related

TG - Brio is a true Honda that will appeal to the young and the young at heart

Brio - pronounced as Br-ee-o means “energetic” and “cheerful” in Italian


Thank You

Concept Development

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