Harrison Xavier Udo portfolio (2016)
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Transcript of Harrison Xavier Udo portfolio (2016)
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Title slide
23 July 2014
President Response to Brief
President is France’s #1 cheese but there’s a lot of room to grow elsewhere in
Europe.With entrenched habits keeping people buying local cheese e.g.
Cheddar in the UK, President only comes out for special occasions e.g.
Christmas
Drive penetration
1
We want to position President Brie as an everyday special food to entice a lot of
new cheese-lovers to buy President
Strengthen brand associations e.g. French, pleasure, expertise, quality
Build brand equity
2
what’s the business challenge & opportunity?
The communication’s challenge
Build emotional relationships with President that prompt purchase
Capture and own the right expression of France to resonate across
multiple markets
Cut through with a lighter weight media plan then the competition
Create advertising that can support President for years
mood/tone/behaviour
It’s vital to capture authentic Frenchness and this is best expressed
through fresh food locations (market, bistro, fromagerie) and ambience,
rather than using a clichéd French spokesperson
These attractive foodie situations allow us to hero the product and show off
President’s food values and expertise naturally
President’s Frenchness is more urban, modern and at the heart of the
kitchen table than La Rustique, who have a traditional, country feel
Presentation theme
‘Choosing Costain’ 1
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City / country
Name Detail(description)
Name Detail(description)
Title
Name Detail(description)
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Team member box
Source SchumbergerNotes1 For any acquisitions which increase holding 2 Exceptions
Source/note
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2011 2012 2013 2014
Timeline
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‘Choosing Costain’ 2
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2000 2001 2002 2003
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Highlight colour
HSBC fire escape plan.
FSABank of America HSBC KPMG
Barclays
Waitrose
McGraw HillReuters
To River Ferries
To the McDonald’s Roundabouts
Jubilee Park
CanadaSquare
CabotSquare
Canary wharf
Canary wharf
To Ropemakers FieldsVia Narrow street
CITIGROUP
Black arrows show exit directions in the event of a full evacuation of the Canary Wharf estate
Scope of the problem
7100
870
World population
Undernourished
2010 – 2012
175 million
239 million
0
50
100
150
200
250
300
2010 2012
2010 – 2012 Low income countries
Population distribution
2010 – 2012 High income countries
15%
85%
High incomecountries
Low incomecountries
16 million
Population of undernourished in High income countries
13 million
16 million
0
2
4
6
8
10
12
14
16
18
2010 2012
Source : http://www.worldhunger.org/articles/Learn/world%20hunger%20facts%202002.htm#Number_of_hungry_people_in_the_world
“By improving nutrition, we can build human capital and fuel economic growth for generations to come. However, nutrition’s full impact can only be unleashed when all sectors do their part”
UNICEF conceptual framework
Source : http://www.unicef.org/eapro/Brief_Nutrition_Overview.pdf
Carbon footprint ratios
CHINA
USACANADA
INDIA
SOUTH KOREA
TAIWAN
SOUTH AFRICA
EGYPT
NIGERIA
ALGERIA
LIBYA
JAPAN
THAILAND
MALAYSIAHONG KONG
HONG KONG
TURKMENISTAN
SINGAPORE
VIETNAM
NORTH KOREA
INDONESIA AUSTRALIA
PAKISTAN
IRANSAUDI ARABIA
UAE
KAZAKSTAN
UZBEKISTAN
IRAQ
KUWAIT
BRAZIL
CHILE
ARGENTINA
VENEZUELA
FRANCE
UKRAINE
POLAND
UNITED KINGDOM
SPAIN
TURKEY
GERMANY RUSSIA
MEXICO
ITALY
BELGIUM
PORTUGAL
NORWAY
AUSTRIA
ROMANIA
NETHERLANDS
DENMARK
SWEDEN
SWITZERLAND
SLOVAKIA
CZECHREPUBLIC
IRELAND
BULGARIA
BELARUS
GREECE
HUGARY
ESTONIA
ICELAND
JAMAICA
TRINIDAD AND TOBAGO
PUERTO RICO
CUBA
DOMINICANREPUBLIC
ASIA
AFRICA
OCEANIA
SOUTH AMERICA
MIDDLE EAST
EUROPE
NORTH AMERICA
CARIBBEAN
EVOLUTION OF THE BAT SIGNAL
19401989
19972003
2009
2012
Wall’s
WALL’S DESSERTS GLOBAL TISSUE MEETING 19th May 2014
Kibon Selecta Wall’s
Pitch Journey
Client briefing
Q&A session
Calls with regional
BD
Regional creative hot
houses
Global tissue meeting
Regional tissue
meeting
Regional consumer emersions
Final presentation
Stella Artois Toolkit 1.0
Stella Artois Toolkit
The Brand
PTW / PTR / PTC & Assortment
Media Strategy
Events
On Trade
Off Trade
RTM
Tech Sales
Initiatives
Stella Artois Toolkit The Brand
The Ritual
The Chalice
The Legacy of the Stella Artois Chalice:
Part of a brewing tradition stretching back to 1366, Stella
Artois is a beer for true connoisseurs that’s also the best-
selling Belgian beer in the world. Integral to its success is
The Chalice – Stella Artois’ iconic glassware and the ideal
way to experience the pride of Belgium.
The Art Of The Belgian Pouring Ritual
The Belgians take beer seriously – and the Stella Artois
nine-step Pouring Ritual is beer at its most serious. Each
step serves a specific purpose, optimizing serving
consistency, drinking enjoyment, and the romance of the
beer itself.
Stella Artois should be skillfully poured
and artfully presented.
Belgium Artistry
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To Barefootly Go
To dance like no-one’s watching
To sing like no-one’s listening.
To embrace life’s loves & laughs and feel an energy that
starts at the tips of your toes and ends, well, who knows ‘ ‘
‘ ‘ To forget about Brand.
And Wine.
And Demographics.
And everything in between
To look down and discover
your feet are Bare.
And it’s time to Barefootly Go
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To make friends on the journey
And walk a mile in their joy-filled shoes
If only they had some ‘ ‘ ‘ ‘
We’re TOEtally up for it
Live our brand values
Have Fun &
Keep it Quirky!
Express
Gra-TOE-tude
Love Locally
Be Inclusive
Don’t Stop
Believ’in