FS Digital brief 2019 21.09.18 (1)mgk.olimpiada.ru/media/work/19159/Приложение_2.pdf · +...

FSDIGITALBRIEF2019

CATEGORYREVIEW

PepsiCo Confidential 3

RUSSIAN CONTEXT IS TRENDING POSITIVELY WHILST CONSUMER & CUSTOMER CHALLENGES EXIST

Economy recovering …via Frequency & Traffic…driving further MT growth

Still low but improving CC & LFL challenge for retailers…rationalizing shoppers

Change%vsPY 2017 2018e 2019f

GDPgrowth 1,5 1,7 1,4

CPI(avg) 3,7 3,2 4,8

RDI -1,7 2,2 1,8

RealWages 3,5 4,0 2,8

RealRetailTurnover 1,2 2,4 2,3

%2019vsPY Stores Value % 2019vsPY Stores Value

NKA 11,2 10,2 HM 2,5 4,5

LKA 5,8 6,3 SM 2,3 5,1

TTnotspec -6,6 -10 V&P(MM) 6,7 8,5

TTspec 5,5 6,5 V&P(Disc) 10,2 11,6

TotalRetail -0,7 4,9 TotalMT 7,4 7,9

22 22

21 21

15 166 621 17

16 17

2016 2017

Economyseekers

Traditionalists

Quality&Con-ce

Rationalists

Enthusiasts

Modernfamilies

ShoppersMix(%Food,GfK)

Choicerationalization,healthytrends

LifestylechangeandTTshrinking

Crisisecho,morediscountsoffered

Drivers

18 17

15 16

31 34

34 31

2017 Q1'18

Others

TT

V&P

SM

HM

StoreSalesMix(%Food,GfK) Drivers

FREQUENCY:Convenience/Discounts/GoodPersonnel

PENETRATION:Variety/Discounts/Lowprices

8085

78 7466 63

70 69

105

87

2013Q2

2014Q2

2015Q2

2015Q4

2016Q2

2016Q4

2017Q2

2017Q4

Source: Rostat, InfoLine, GfK, PEP estimations, Nielsen, Retailers websites

ConsumerConfidence

+Big2areex-changingresources&reviewstrategy

%2019vsPY VPO

NKA -5,2

LKA -3,7

TTnotspec -7,6

TTspec -3,2

22,8

21,2

18,2

7,7

5,4

-0,1

4,8

-4,7

Revenue LFLRetailersinH1-18vsPY,%


JUICES IS THE BIGGEST CATEGORY WITHIN LRB, STILL LOSE ITS SHARE MOSTLY TO MINERAL WATER AS UNEQUIVOCALLY HEALTHY PROPOSITION

30,1 28,6 27,7

24,0 24,5 24,6

17,1 16,8 16,8

12,7 12,9 13,4

6,3 7,4 8,7 5,0 4,8 4,5

MAT-2 MAT-1 MAT

SPORTDRINKS

KVASS

ICETEA

ENERGYDRINKS

COLAS

FLAVORS

MINERALWATER

JUICES

+2,4%

-3,8%

-1,2%

+5,2%

-8,7%

+22%

Volumechg,%MATvsMAT-1

-31 254

-109 088

-485 480

-348 772

-87 074

-105 110

-9 279

-16 596

-4 854

-3 139

-5 239

37 744

111 784

459 666

327 387

69 978

103 785

8 258

15 648

3 966

2 456

4 692

Kvass

Sparkling Water

Tea

Coffee

Still Water

CSD

Ice Tea

Yogurt Liquid

Aroma milk

Energy drinks

Milk drinks with juice

6 490

2 696

-25 814

-21 385

-17 096

-1 326

-1 021

-949

-888

-683

-547

LRB Value Mix MAT Mar’18 Gain & Loss MAT Mar’18


ITEMS PER TRIP DECREASING IS THE KEY CONTRIBUTOR TO CATEGORY DECLINE IN THE MARKET

JuicesTotal,bln Rub

+2% -3% -3%+1%

-0,6


CATEGORY - SHOPPER KPIs DYNAMIC

NLR analysis

Who are lost buyersShopper KPIs dynamics by NLR

Dynamic of shopper KPIs

Source: GFK HHP

5,6 5,4 4,8 5,4 5,9 5,4 4,8 5,4 5,7

72,6 70,3 64,4 68,7 69,7 68,9 65,1

71,1 71,2

100,2 102,2 102,2 108,3 106,3

102,6 101,9 107,4 104,4

-

2 ,0

4 ,0

6 ,0

8 ,0

1 0 ,0

1 2 ,0

1 4 ,0

-

20, 0

40, 0

60, 0

80, 0

100, 0

120, 0

Q1'16 Q2'16 Q3'16 Q4'16 Q1'17 Q2'17 Q3'17 Q4'17 Q1'18

Frequency

Penetration

Basketsize(Rub)

% in buyers. Q1 ‘18 vs Q1’17

18% 63% 19%

RETAINEDLOST NEW

REPEATEDQ1 2017 Q1 2018

Frequency 6,8 6,4Basket, items 1,9 1,9

Basket, rur 105 104LOST NEW

Q1 2017 Q1 2018Frequency 3,3 3,5

Basket, items 1,7 1,7Basket, rur 104 104 15 19 13

3745 42

3328 35

16 8 1012 11 14

33 27 29

18 22 1918 23 2220 18 16<29 y.o.

30-39 years

40-49 years

50-65 years

66 years and older

<10 ths. rbls

10-19 ths. rbls

19-45 ths. rbls

more than 45000 rbls. LOST NEWRETAINED

75 60 72

68

76 15 913 17 1220 22 1610 13 108 11

818 19

1618 17

20

28 19 29

21 27 2121 26 21

31 28 31

27 19 271 member2 members3 members4+ membersRural10-49 ths50-249 ths250-499 ths500-999 ths1 mln.Children <5 y.o.Children 6-12 y.o.Children 13-18 y.o.HH without children LOST NEWRETAINED


DOBRY OUTPERFORMS LUB AND FS IN CONSUMERS PERCEPTION WHICH RESULTS IN SOM

10

Sources: Ipsos, Juice Tracking, FEB-APR’18 average

TOP OF MIND 14 8 5 8 42

6CONSIDERATION TOP 1 8 10 8 8 26

-CLOSENESS (average score) 59 60 60 56 71

BRAND I LOVE - 44 48 37 34 55

1,4SOM VAL 6,2 5,1 12,5 11,1 24,8

|FSHISTORY||TARGETAUDIENCE|

|PORTFOLIO|

F.SAD:18YEARSONTHEMARKET…1999 2002

LAUNCH

«Fruit Holiday/Kindergarten campaign»

2005-2006 2008 2009 2010 2011

2012 2014 2015 2016

«Happiness -it’s Simple» «Fruit Factory!»

“Just a treasure for the Health”/

FS Jingle

KIDS/SCHOOL LINE COMMUNICATION

PRODUCT ADVANTAGE CAMPAIGN

with opinion leader Y.Vysotskaya

‘Everyday –Celebration!”

2013

NEW POSITIONING NEW POSITIONING NEW POSITIONING NEW POSITIONING

NEW POSITIONING

NEW LOOK/PACK

NEW POSITIONING

«NewKindergarten campaign»

COMPOTE LAUNCH

NEW PACK FS+SY Merge

2017

10

FSTARGETAUDIENCEPROFILE:FAMILYDEVOTEES,NOTCONSERVATIVE&TRADITIONALBUTWITHTRADITIONALVALUE:FAMILYCONNECTION

TA • FamilyDevotees25-44y.o SHOPPERSEGMENT • ModernFamilies

PROFILE

• Age<39• HHsize3+withchildren• Familyhappiness&wellbeingiskey• Middleandupper-middleincome(30-45K

RUBperHHfamilymember• BuyDobry,mostlikelysharebrandvalues

(kindness,care)

SHOPPINGSTYLE

• ShortonTime;• Likenewproducts;• Likestrongimpressions

INTERESTS

• Cooking• Gardening• Travelling• Interiordecor• Popcultureof80s

CHOICE

• Bigpacks;• Pricematters;• Innovative;• BuyWellKnownBrands;

KEYINSIGHT:Familyisthemostimportantvalueinmylife:myhusbandandmykids.Myhusband ismakingsurewearewelloff,andIdevotemyselftocreatingwarmatmosphereinthefamily.IbelievethatonlybysincerelyputtingmysoulintothehearthandhomeIcancreateastrongconnected family,whereeveryone ishappy.

БРЕНД «ФРУКТОВЫЙ САД» — ОДИН ИЗ ЛИДЕРОВРЫНКАС АКТИВНОЙ РЕКЛАМНОЙ ПОДДЕРЖКОЙ В ТЕЧЕНИЕ ВСЕГО ГОДА

*Milward brown A/R/M/IDec`17

99%ЗНАЮТ БРЕНД

«ФРУКТОВЫЙ САД»!*

9 из 10ПОТРЕБИТЕЛЕЙ СОКА

ХОТЯ БЫ РАЗ ПРОБОВАЛИ«ФРУКТОВЫЙСАД»!*

60%ДОЛЯ ЦЕНОВОГО СЕГМЕНТА,В КОТОРОМ

ИГРАЕТ БРЕНД!

ИНТЕНСИВНАЯ ТВ-ПОДДЕРЖКА

НАПРОТЯЖЕНИИ ВСЕГО ГОДА!

FSDIGITALECOSYSTEM

CONTENT

DISPLAYSEM

SEEDING BLOGGERSACTIVATION

PROMOPOSTING

CRM

OLV

SP

SITE

SM

SP

2018CALENDAR

Q1 (Янв – Фев ) Q2 (Мар – Май) Q3 (Июнь – Авг) Q4 (Сен – Дек)

JOYFROM

NATURE

TASTEADVANTAGECAMPAIGN

ALWAYSONSEO

SMMPROMOTION INVK,4POSTSPERMONTH,STORIESINIGONOCCASION

MASLENITSAGASTRONOM[FSMORS]

TASTEOFSUMMER[FSMORS]

BASKOMETR

360

CAM

PAIG

NS

DIG

ITAL

SP

ECIA

L PR

OJE

CTS

ALW

AYS

ON

2018– ГОДБОЛЬШИХПЕРЕМЕНДЛЯБРЕНДА«ФРУКТОВЫЙСАД».ПОНИМАЯВСЕМИНУСЫТЕКУЩЕГОПОЗИЦИОНИРОВАНИЯ,МЫ

ПРИНЯЛИРЕШЕНИЕЕГОИЗМЕНИТЬ

ITWASIMPORTANTNOTONLYTOCHANGETHE

POSITIONING,BUTALSOTOSTRENGHTENRATIONAL

BENEFITSOFTHEPRODUCT

УЛУЧШЕННЫЙ ВКУС

ЕЩЕ БОЛЬШЕ ЯБЛОК В КАЖДОЙ

ПАЧКЕ БЕЗ ДОБАВЛЕНИЯ САХАРА(потребительский тренд на употреблениепродуктов без сахара)

УВЕЛИЧЕННАЯ ФРУКТОВАЯДОЛЯ**

МЕНЬШЕ САХАРА**

ТОП-5 ВКУСОВ «ФРУКТОВЫЙ САД»СТАНУТ ЕЩЕВКУСНЕЕ!

ЯБЛОКОНЕКТАР СТАНОВИТСЯ 100%СОКОМ

ОСТАЛЬНЫЕ ТОП-4ВКУСОВ

РОСТ КОЛИЧЕСТВАПОКУПОК

ПЕРСИКАПЕЛЬСИН МУЛЬТИФРУКТ

УЛУЧШЕННЫЙ ВКУС

ТОМАТ

*На основе потребительского исследования ООО «Ипсос Комкон» по заказу ООО «ПепсиКо Холдингс» в г. Москва за период с 07 по 16 августа 2017 г. размер выборки: 100 человек на тестируемый продукт.** Во всех вкусах за исключением 100% томатного сока

ПОТРЕБИТЕЛЕЙ ПОДТВЕРЖДАЮТ:

УЛУЧШЕННЫЙ «ФРУКТОВЫЙСАД» ВКУСНЕЕ, ЧЕМ СОК, КОТОРЫЙ ОНИ ПЬЮТОБЫЧНО!*

100%сок

ИНТЕРНЕТ •89 млн охват’’•Онлайн видео и баннеры• Социальные сети• Блоггеры•Активация на сайте «Баскометр»

ТВ & ОНЛАЙН ВИДЕО• 4 месяца

• 7 креативных копий

• 95% охват аудитории

• +40% увеличение рейтингов против 2017

МАСШТАБНАЯ КАМПАНИЯ 360°СТАНЕТПЕРВОЙВ СВОЕМ РОДЕ АКТИВАЦИЕЙ В ИСТОРИИ СОКОВОЙ КАТЕГОРИИ В

РОССИИ!

МАСШТАБНЫЕДЕГУСТАЦИИ

ЯРКАЯ КОММУНИКАЦИЯ

НАУПАКОВКЕ

БЕСПРЕЦЕНДЕНТНАЯ КАМПАНИЯ В КАТЕГОРИИ!

18 городов

4 млнконтактов

16 500+ ДОПОЛНИТЕЛЬНЫХ МЕСТ ПРОДАЖ!

СЕНТЯБРЬ-ДЕКАБРЬ 2018

НАРУЖНАЯ РЕКЛАМА•Впервые за последние 5 лет!

• 50% охват в 6 крупнейших городах

•100 млн+ контактов

PR В НАИБОЛЕЕ ПОПУЛЯРНЫХ СМИ20 млн контактов

‘противаналогичногопериодапрошлогогода;‘’неуникальныйохватвсехплощадок

COPIES

OLV6’

OLV15’

TVC25-30’

2019CALENDAR

Q1 (Янв – Фев ) Q2 (Мар – Май) Q3 (Июнь – Авг) Q4 (Сен – Дек)

TOP-5UP-JUICING[PART2] CAMPAIGNTBD36

0 C

AMPA

IGN

S

DIG

ITAL

SP

ECIA

L PR

OJE

CTS

ALW

AYS

ON

MASLENITSA[FSMORS]

BTS[FS0,2Kids]

NYTasteofSummer[FSMors]

OUTOFBRIEFSCOPE

ALWAYSONSEO

SMMPROMOTION

ТАКОЙ

2.0

ВКУ-У-УСНЫЙ!

TASTE ADVANTAGE 2.0 – SO TASTY WITH MEAL!

MESSAGE:Таквкууусно!Попробуйтесами!7из10заявляют…

FROM

Tasty

Family

Withmeal

Tasty

Family

TO

MESSAGE (TBC):Таквкууусно седой!ХХХмлнпопробовалоПопробуйтесами!

SCENERY:Shoppingcenter

SCENERY:Flat+yard

new

2TVC(25’)

2OLV(15’)

4OLV(6’)

TO (REFRAMED DESIRED BELIEF OR BEHAVIOR):

BY (BRAND BIG IDEA):

Family Devotees: Adults with established families (30-40y.o.) with kids (6-14 yo), for whom family well-being and happiness is the core valueDemand Space: Enjoyable Meals Together

Are looking for the best for the whole family

• Emotionally engage with FS brand and see it as a “brand for me and my family”

• Buy FS because it’s very tasty, natural juice, worth more than it costs

“Renewed Fruktovy Sad tastes better than the juices you usually drink”

IMC BRIEF | TASTE ADVANTAGE 2.0

GET TARGET:

WHO (TARGET INSIGHT)

Get ‘Family Devotees’ to Increase F.Sad consumption in their ‘Enjoyable Meals Together’ occasions instead of choosing Dobry>>> Win battle beyond price

MARKETING OBJECTIVE

1. Grow F.Sad Sales and market share 2.Win Q2 and increase RMS vs Dobry

BUSINESS OBJECTIVE

Fix value perception:• Has great taste• Worth what it costs• Natural• Salience into Enjoyable Meals Together

COMMUNICATION OBJECTIVE

Retaining current buyers and recruiting switchers.

WITHIN:

Dobry is currently a default choice for consumers… How to become so relevant and distinctive that we are considered every time Family Devotees are choosing juice for family meals

PROBLEM TO SOLVE:

KEY MESSAGE: «ФРУКТОВЫЙ САД» ВКУСНЕЕ СОКОВ И НЕКТАРОВ, КОТОРЫЕ ВЫ ОБЫЧНО ПЬЕТЕ»

HERO PRODUCT:

FS 0.95 Ultra Edge Apple 100%






• Buy FS Mors because it tastes like in the childhood

FS Mors is tasty like in the childhood

IMC BRIEF | MASLENITSA

GET TARGET:

WHO (TARGET INSIGHT)

• Grow awareness • Grow penetration via recruiting VFM switchers• Differentiate FS Mors from Core, Compote & Dobry Mors• Grow value perception

MARKETING OBJECTIVE

Grow F.Sad Mors Sales and market share

BUSINESS OBJECTIVE

Connect sub brand with traditional celebration 'Maslenitsa' & build Taste Appeal in a specific Mors way (bright aroma + forest berries + light sourness). Drive goes well with food; naturalness, taste appeal


Recruiting new buyers

WITHIN:

• Penetration & consumption frequency decline• Undervalued perception

PROBLEM TO SOLVE:

KEY MESSAGE: «ВКУСНО, КАК В ДЕТСТВЕ»

HERO PRODUCT:

FS Mors 0.95






• Buy FS because it’s very tasty, natural juice, worth more than it costs

FS inspires families for innocent moments of family joy

IMC BRIEF | ALWAYS ON

GET TARGET:

WHO (TARGET INSIGHT)Get ‘Family Devotees’ to Increase F.Sad consumption in their ‘Enjoyable Meals Together’ occasions instead of choosing Dobryà Win battle beyond price

MARKETING OBJECTIVE

1. Grow F.Sad Sales and market share 2. Increase RMS vs Dobry

BUSINESS OBJECTIVE

Continue proving emotional (innocent moments of family joy) & rational (the tastiest juice on VFM market) benefits via KPIs:• “Brings joy” • “Naturalness” & “healthiness” (but not sport & healthy lifestyle)• Salience into Enjoyable Meals Together• Has great taste


Retaining current buyers and recruiting switchers.WITHIN:

Dobry is currently a default choice for consumers… How to become so relevant and distinctive that we are considered every time Family Devotees are choosing juice for family meals

PROBLEM TO SOLVE:

KEY MESSAGE: «ФРУКТОВЫЙ САД – ЕСТЕСТВЕННЫЙ ИСТОЧНИК ПРОСТЫХ РАДОСТЕЙ»

HERO PRODUCT:

Core 0,2, 0,3 & 0,95 Apple, Peach, Multifruit, Tomato, Orange;Mors & Compote 0,95 all SKUs

• REVIEW&ANALYSIS• FSDigitalapproachreview• ReviewcompetitorsstrategyinDigital(Juices:CCHbrands,Sady Pridonia +

anyfamilyorientedfoodFMCG)• STRATEGICVISION

• Proposebranddigitalecosystemdevelopmentstrategy(SMM,site,organicsearch,etc)

• DIGITALSUPPORTPLANBASEDONBRANDCALENDAR:

• AdjustTasteAdvantage2.0keymessagetodigital,proposeactivationplan[mainbet]

• Propose ideastoactivatespecialoccasions(Maslenitsa)• CALCULATECEwithinavailablebudget• SETKPIsforeachpillar(Ecosystem,Tasteadvantage,Maslenitsa)

TASKS&DELIVERABLES

TIMING:• 21Sept– briefing• 3Oct– 1stpresentation• 26Oct–approachconfirmation/agencyselection

BUDGET:

• 15MM

DELIVERABLES

• EcosystembasedoncurrentFSactivities&competitorsreview

• Creativematerialsexamplesforeachpillar

• TasteAdvantageactivationproposal

• Maslenitsaactivationproposal

• Teamstructure

• СE

• KPIs

• Preliminarytimingofexecution

BACKUP

ASSETS

ЗаголовокОригинальныйлеттеринг

Подзаголовок/call-to-actionстилизованныйшрифтPanforteProБесплатныйвариантPTSansDemi

ОсновнойтекстСовременныйгротеск.Например,PTSans

Forwhitebackground Forgreenbackground

LOGO

FONT

‘LIKEDBYKIDS,TRUSTEDBYMOMS’ ‘INSPIRESINNOCENTFAMILY JOY’

Functionalproposition Emotionalproposition

2differentbenefitsinoppositeemotionalterritories(enjoymentvs.security) 1focusedend-benefittargetedonparentsasdecisionmakersofjuicepurchase(innocentjoy)

Childish=merry,fun,lighthearted(ownedequity) WestaytruetoFSdistinctivechildishbrandcharacter&keepthebestofit,butgetmorewholesome/lessplasticfeel(nothecticfun,butinnocentfun)

Nolinkwithconcreteproductbenefits ‘Pure/natural’productperceptionasahaloofemotionalinnocence

Localprovenance ishardlyownableforFSwithitscurrentequity(Dobriy isalreadythere)

Localprovenanceevolvedintolocalrelevancevia“likefromyourgarden”

“Kidsinfruitcostumes”arethekeyvisualcue Opportunity tostrengthenbrandidentityviageographicalname(‘Sad’)and‘Tree’logo

36PepsiCo Confidential

F.SAD OLDVSNEW

DOBRY:GROWINGKINDNESS NewF.Sad:INSPIRINGINNOCENTJOY

EMOTIONALNEED Promotinguniversalhumanvalue Wefocusonpersonalfamily,whichensuresemotionalinvolvement

TONALITY Caring,secure,warm(passive) Dynamic,playful,

CONSUMERBENEFIT Leadingasocialmovement Weaimtodeliverpersonalemotionalbenefit

TASTY Claimed,butnotsupportedwithRTB

Deliveredasatake-outvia‘likefromyourgarden’&‘childlikeenjoymentofbrightfruittastes’

LOCALPROVENANCE ‘FromparticularregionsofRussia’ ‘Likefromyourgarden’à closertoconsumer/clearend-benefit

NATURAL/PURE Notsupported ‘Pure/natural’productperceptionasahaloofemotionalinnocence

37PepsiCo Confidential

F.SAD NEWVSDOBRY

F.SADBRANDCHARACTERKEYFEATURES

Juices100% juice part

11 SKUs

Nectars30%-99% juice part

23 SKUs

Juice drinks10-29% juice part

7 SKUs

Mors(made only from berries)

6 SKU

Traditional Block

FSFAMILYPORTFOLIOSTRUCTURE |47SKU

0.95L

1.93L

0.485LPET 0.3L

0.2L

1.45L

39

FS Digital brief 2019 21.09.18 (1)mgk.olimpiada.ru/media/work/19159/Приложение_2.pdf · +...

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