Marmite Pitch Final

Agenda

• The Business Problem• Exploration of Research• Findings and Insight• Solution

THE MARMITE MUNCH

www.marmite.com

The Brief

• Drive re-appraisal

• Drive to shelf

• Drive involvement and engagement

Business Problem

• Engaging but not buying• Decline in sales

THE MARMITE MUNCH

www.marmite.com

Chris

Alice

Focus Group

•Lovers have consumed it since childhood

•Unique taste is why they remain loyal to he brand

•“Marmite makes me happy” AB Male 21

Focus Group

•Perceived taste

•Not sure what it can be eaten with

•“The smell puts me off” – BC Female 22

THE MARMITE MUNCH

www.marmite.com

There’s a thin line between

love and hate…“Black and yellow”

“Marmite = life blood”

“The dark side”

“Strong, unique, thick”

http://www.google.co.uk/imgres?imgurl=http://www.puremobile.com/mmPUREMOBILEUSA/Images/bb-Torch-bk-l.jpg&imgrefurl=http://www.puremobile.com/BlackBerry/BlackBerry-Torch-9800-Black-AT&T/&usg=__LWXnf0wSAuTpdW3xhWsEzgY4oTM=&h=450&w=300&sz=61&hl=en&start=1&zoom=1&um=1&itbs=1&tbnid=dIgSZv9MmUEB4M:&tbnh=127&tbnw=85&prev=/images?q=bb+torch&um=1&hl=en&tbm=isch&ei=LITSTZ2aDYexhAe1rt2PCg

http://www.google.co.uk/imgres?imgurl=http://regmedia.co.uk/2010/08/06/4od_2.jpg&imgrefurl=http://www.reghardware.com/2010/08/06/4od_ps3/&usg=__-ofOwdQg3KQX_sa4PzpJChADe0k=&h=228&w=283&sz=29&hl=en&start=1&zoom=1&um=1&itbs=1&tbnid=G8Lt_0Ln6x1exM:&tbnh=92&tbnw=114&prev=/images?q=4od&um=1&hl=en&biw=1419&bih=724&tbm=isch&ei=sITSTaCcIMiChQfuyrH5CQ

http://www.google.co.uk/imgres?imgurl=http://www.talkandroid.com/wp-content/uploads/2010/06/bbc-iplayer-logo.jpg&imgrefurl=http://www.talkandroid.com/4560-bbc-iplayer-streaming-comes-to-android-2-2-phones/&usg=__fyZMjksqpGTnEDh3-uDBoVkI8Xk=&h=340&w=400&sz=44&hl=en&start=2&zoom=1&um=1&itbs=1&tbnid=3XDArJWz2hBTfM:&tbnh=105&tbnw=124&prev=/images?q=i+player&um=1&hl=en&biw=1419&bih=724&tbm=isch&ei=noTSTaTDHYmDhQewv937CQ

http://www.google.co.uk/imgres?imgurl=http://4.bp.blogspot.com/_W7Z7AfatzNc/TTyfjvL5e5I/AAAAAAAAASQ/34fCzzs2lO0/s1600/500px-Flag_yellow_black_5x3.svg.png&imgrefurl=http://thechristjames.blogspot.com/2011/01/black-and-yellow-video-rock-n-roll.html&usg=__XCn-uIk5gsyv-y1lZXtPCTnfEzw=&h=300&w=500&sz=2&hl=en&start=21&zoom=1&um=1&itbs=1&tbnid=X2BtqPg0-ogxdM:&tbnh=78&tbnw=130&prev=/images?q=black+and+yellow&start=18&um=1&hl=en&sa=N&ndsp=18&biw=1419&bih=724&tbm=isch&ei=fITSTczRGM6IhQfj-bCECg

http://www.google.co.uk/imgres?imgurl=http://3.bp.blogspot.com/-fzwElJ8KX90/TZ-PZNe1oFI/AAAAAAAAAvI/hzBvW3lnh_4/s400/internet-explorer-logo-with-pins.jpg&imgrefurl=http://jeffhoogland.blogspot.com/2011/04/internet-explorer-6-is-holding-back.html&usg=__CltDSWMGuPSsItspCGj-QGghVc4=&h=308&w=356&sz=38&hl=en&start=13&zoom=1&um=1&itbs=1&tbnid=D5m8pWukoKl5MM:&tbnh=105&tbnw=121&prev=/images?q=internet&um=1&hl=en&biw=1419&bih=724&tbm=isch&ei=z4TSTbzBJ5CzhAeI3on4CQ

http://www.google.co.uk/imgres?imgurl=http://www.ators.com/images/stories/breakfast/marmite.png&imgrefurl=http://www.ators.com/MS_3.html&usg=__DVxGxmPYJsUh5znK3jVd98L3FPE=&h=441&w=310&sz=152&hl=en&start=18&zoom=1&um=1&itbs=1&tbnid=mhSpAAZ9o6qXwM:&tbnh=127&tbnw=89&prev=/images?q=marmite+breakfast&um=1&hl=en&biw=1419&bih=724&tbm=isch&ei=l4XSTcrlNoyDhQf1lLH5CQ

Q “Do you love or hate marmite?”

A “I hate it but I only eat it with pasta”

Q “Do you like marmite?”

A “Yes, but I only eat it with toast”

Insight

Marmite Consumer

High expectations...Morale boost

Humour

In-between love & hate

Post university lifestyle

Perceptive Taste of marmite

Enjoy Recreational

activities

Embattlement

Morale boost

Love & hate restrictions

Post university life

Combating the battles of life

THE MARMITE MUNCH

www.marmite.com

THE SOLUTION...

“MARMITE

THE ONLY THING IN LIFE THAT’S CONSISTANT”

THE MARMITE MUNCH

www.marmite.com

Munch on Marmite

•Dancing army•Picnic & BBQ event•Stalls •Unsigned acts ‘battle of the bands’•Minimum 4,000 person capacity•Win a Marmite Hamper

http://www.youtube.com/watch?v=ux4zbkIf1mE

Hyde Park

Regents Park

Kelvingrove Park - Glasgow

Focus Group – Campaign ideas

•“Party in the park” - Live acts•Would travel to picnic location•Coaches from universities etc•“After party?”

Basic roulette rules

Themes:Different marmite products“Just the jar”Create your own

Future...Football themedOlympic themedBoard game

MOBILE “My friend made me try marmite, now I love it”

Marmite alarmLocate marmite“100 ways”

ABOUT US

YOUR RECIPIES

MARMITE ROULETTE

LOCATE MARMITEYOUR RECIPIES

GAMESMERCHANDISE

YOUR TOP 100 WAYS TO USE

MARMITEWIN

PAINTBALLIN

G!

Web “I’m not sure what to use marmite with”

VIEW MOBILE APP

THE MARMITE MUNCH

02/07/11

“100 WAYS, 100 DAYS”Marmite twitter ‘trends’#day1marmitewithbagelsandbanana

SOCIAL MEDIA

Promoting other platforms

Speaks for itself!

To the shelves...

Not opportunity...ENGAGEMENT

7am

12am

7-8am Wake up, wash, dress

3pm

1-2pm Lunch

6-11pmCatch up TV, check e-mails,

social networkingExplore online

work work

Media Plan

•Key dates:6th June – Pre-launch2nd July – Launch day4th September – End of campaign

Measurement

Cutlip et al’s evaluation model.

Implementation - consumers who have received these messages

Preparation - validity of key objectives and messages.

Impact - Has their perception changed? Have they purchased the product ?

Tracking studies and econometrics

Benefits of our campaign•Increase sales to every 7 weeks• Adaptable •Engaging •Controversial•Relevant •IT WORKS!

Recognise brand as a morale boost

Weaning off Love & Hate

THANK YOU FROM

Marmite Pitch Final

Documents

Transcript of Marmite Pitch Final