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Content Content
Situation analysisSituation analysis
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MarketMarket
Casual dining has had a growth of 4%
1/3 of all money spent on food is spent eating out
Eating out in England has become a social trend
Pizza is the main casual dining sector
Women decision makers
JWT 2013 trends
Casual dining has had a growth of 4%
1/3 of all money spent on food is spent eating out
Eating out in England has become a social trend
Pizza is the main casual dining sector
Women decision makers
JWT 2013 trends
Mintel, 2011; JWT, 2012Mintel, 2011; JWT, 2012
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CompetitorCompetitor
Wagamumas one of the fastest growing restaurants in the UK
‘Cool’ brands 2012
Pizza Hut and Pizza Express
Wagamumas one of the fastest growing restaurants in the UK
‘Cool’ brands 2012
Pizza Hut and Pizza Express
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OccasionalsOccasionals
Families
Foodies
Fans of restaurants
Families
Foodies
Fans of restaurants
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Experience or Food?
Experience or Food?
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Occasionals Occasionals
QuickTime™ and a decompressor
are needed to see this picture.
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Expectancy-value modelExpectancy-value model
Smetana, 1980Smetana, 1980
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who we spoke towho we spoke to
Keri Keri Peter Peter
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who we spoke towho we spoke to
Lucy Lucy Beth Beth
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who we spoke towho we spoke to
Nationwide
Difference in UK food expenditure
Nationwide
Difference in UK food expenditure
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dichter: motivational researchdichter: motivational research
Structured in-depth interview
Structured in-depth interview
Independent restaurants
Negative experiences
Fast food perception
Friends and family
Emotional experiences
Structured in-depth interview
Structured in-depth interview
Independent restaurants
Negative experiences
Fast food perception
Friends and family
Emotional experiences Stern, 2004Stern, 2004
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Brand Positioning Brand Positioning
Benefits - spontaneity, efficient, satisfied and quality
Values -familiarity, heritage, quality and convenience
Reasons to believe - Sunday Times award, aesthetics, menu, celebrity following
Benefits - spontaneity, efficient, satisfied and quality
Values -familiarity, heritage, quality and convenience
Reasons to believe - Sunday Times award, aesthetics, menu, celebrity following
“The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives’” (BrandingStrategyInsider 2012)
“The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives’” (BrandingStrategyInsider 2012)
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Brand Positioning Brand Positioning
Discriminator - “Nando’s can provide the convenient, relaxed environment that allows me to socialise and enjoy the company of those I’m with.”
Essence - Social Fulfilment
Insight - Eating out is about the people you are with
Discriminator - “Nando’s can provide the convenient, relaxed environment that allows me to socialise and enjoy the company of those I’m with.”
Essence - Social Fulfilment
Insight - Eating out is about the people you are with
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ObjectivesObjectives
Primary: To increase footfall, sales and brand favourability amongst an ‘occasional’ audience throughout 2013
Secondary: Stimulate a change of perceptions of Nando’s amongst an occasional audience by January 2014
Secondary: Increase sales from an occasional audience by 50% from January 2013 to January 2014
Primary: To increase footfall, sales and brand favourability amongst an ‘occasional’ audience throughout 2013
Secondary: Stimulate a change of perceptions of Nando’s amongst an occasional audience by January 2014
Secondary: Increase sales from an occasional audience by 50% from January 2013 to January 2014
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strategy strategy
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creative briefcreative brief
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it’s a lot of punit’s a lot of pun
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easter fireworks easter fireworks
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other ideasother ideas
Popular Culture - Dirty dance - ‘You don’t put Plain in the corner’
Decision - Women- ‘You may choose the restaurant but i’m pickin’ the chicken’
Popular Culture - Dirty dance - ‘You don’t put Plain in the corner’
Decision - Women- ‘You may choose the restaurant but i’m pickin’ the chicken’
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ReferencesReferences
JWT Intelligence. 2012, 2013 and Beyond. New York: JWT Intelligence. Available from:
http://www.jwtintelligence.com/2013-and-beyond/ [Accessed 7 December 2012]
Stern, B.B., 2004. The Importance of Being Ernest: Commemorating Dichter’s Contribution to Advertising Research. Journal of Advertising Research, 44 (2), 165-169.
Smetana, J.G. and Adler, N.E., 1980. Fishbein’s Value x Expectancy Model. Personality & Social Psychology Bulletin, 6 (1), 89-96.
Mintel, 2011. Pizza and Pasta Restaurants UK Market Report, 2012. Mintel
Branding Strategy Insider. 2012. Brand positioning elements defined. Available from: http://www.brandingstrategyinsider.com/2012/02/brand-positioning-elements-defined.html [Accessed 8th December 2012]
JWT Intelligence. 2012, 2013 and Beyond. New York: JWT Intelligence. Available from:
http://www.jwtintelligence.com/2013-and-beyond/ [Accessed 7 December 2012]
Stern, B.B., 2004. The Importance of Being Ernest: Commemorating Dichter’s Contribution to Advertising Research. Journal of Advertising Research, 44 (2), 165-169.
Smetana, J.G. and Adler, N.E., 1980. Fishbein’s Value x Expectancy Model. Personality & Social Psychology Bulletin, 6 (1), 89-96.
Mintel, 2011. Pizza and Pasta Restaurants UK Market Report, 2012. Mintel
Branding Strategy Insider. 2012. Brand positioning elements defined. Available from: http://www.brandingstrategyinsider.com/2012/02/brand-positioning-elements-defined.html [Accessed 8th December 2012]