Brand B 360 Analysis. Tea market презентация

Содержание

Сокращения, используемые в презентации в рамках обзора рынка чая TBs/tbgs- teabags (чайные пакетики) LS – leaf (loose) tea (листовой чай) Loose CTC – гранулированный чай PB – pure black (черный чай

Слайд 1RUSSIA

Слайд 2Сокращения, используемые в презентации в рамках обзора рынка чая
TBs/tbgs- teabags (чайные пакетики)
LS

– leaf (loose) tea (листовой чай)
Loose CTC – гранулированный чай
PB – pure black (черный чай без добавок)
BF – black flavored (черный ароматизированный чай)
PG – pure green (зеленый чай без добавок)
GF – green flavored (зеленый ароматизированный чай)
HF – herbal fusions (фруктово-травяные чаи)
MT – modern trade (магазины с самообслуживанием)
TT – traditional trade (магазины обслуживания через прилавок)

Слайд 3“B” brand:
Value for money tea brand
Created in 1998 especially for Russian

and Ukrainian markets according to taste preferences of local consumers
Has a strong image as warm, caring, convivial and family-oriented brand.
Main brand attributes:
Domovoy (brownie);
Round tea bags.
Brand essence: Warmth than bonds
Main milestones:
1998 - Launch
2000 – Launch of Round TBs (still unique TBs format on RUS market)
2004 – Launch of BF tea (black currant, raspberry and melissa)
2007 – Extention of BF tea range with shizhandra, wild strawberry and linden variants
2008 – Launch of GF range (black currant, raspberry and linden); Launch of Infusions (black currant, raspberry, citrua, apple)
2010 – Launch of Fiesta (PB Bergamot) and Forest Fruits variants
2011 – Extention of GF range with Jasmine variant

Background

Слайд 4Competitors overview
Princess Noory
Princess Java
Princess Kandy
Princess Gita
Producer
ORIMI
ORIMI
ORIMI
ORIMI
Price segment
Upper economy
Economy
Economy
Lower economy
TA
Assortment (ranges)
Main slogan
SOM

value, JJ’10

10,5% (loose -2,2% , tbs – 8,3% )

PB, BF

# of SKUs

PG, GF, Infusions

PB, BF

PB, BF

44 (loose – 12, CTC – 2, TBs – 30)

23 (loose – 8, TBs – 15)

18 (loose – 4, TBs – 14)

22 (loose – 8, TBs – 14)

Conservative family users

Young active people seeking new experience

2,6% (loose -0,5% , tbs – 2,0% )

2,3% (loose -1,4%, tbs – 0,8% )

1,4% (loose -0,5%, tbs – 0,9% )

Choice of real princess!
Evokes true feelings
Feel as princess!

You are special!
Health in every tea cup!

Strong tea for strong family!

Women 25-45 who want to feel feminine and refined

Traditional Indian tea

Conservative family users

Share in Company portfolio, YTD’10

34%

8%

7%

4%

Слайд 5Competitors overview
May tea
Bodrost
Golden Bowl
Lisma
Producer
Price segment
TA
Assortment (ranges)
Main slogan
SOM value, JJ’10
# of SKUs
All

ranges

All ranges

28 (loose – 9, TBs – 19)

51 (loose – 13, TBs – 38)

30 (loose – 12, TBs – 18)

26 (loose – 2, TBs – 24)

4,3% (loose -0,8%, tbs – 4,5% )

6,3% (loose -2,0%, tbs – 4,2% )

0,7% (loose -0,2%, tbs – 0,5% )

0,8% (loose -0,3%, tbs – 0,5% )

May tea is my favorite tea!
(The only authentic Russian tea)

May Co

May Co

Aromatic. Yours. Golden Bowl.
So tasty that the soul is singing!

Russian Product

Classic is always popular
OtCHAYannaya Bodrost! (extreme CHEERfulness)

Tea for modern, open, hospital, sincere people who appreciate RUS culture & traditions and like communicating with their family

Avalon (Distributor)

Economy

Mainstream

Lower Economy

Lower Economy

All ranges

All ranges

Gives joy of communication!

For family and individual users with good sense of humor (good value for money)

Women 20-40, housewives

Women who love traditions

Слайд 6“B” was rather stable in HY1 2010 despite Economy decline trend.

In the end of 2010 its shares significantly declined.

2009

Слайд 7Negative trend was the result of negative trend in both MT

and TT.

52%

48%

Value importance, MAT Jan’11

Слайд 8Tea market development
Market growth
Market development

Слайд 9Segment Evolution SOM value

Слайд 10Tea market development, Sales value & volume, MAT 08 – MAT 10
+5%
+5%

- Growth MAT 2010 vs MAT 2009

+7%

-1%

+10%

-7%

-3%

-12%

-6%

Слайд 11Tea market development, Sales value & volume, JJ’08 – JJ’10



+33%
+20%
-3%



-1%
-5%
-6%
+33% - Economy

segment development vs SPLY

Слайд 12Tea market by price segments

In volume sales tea market decline

is driven by all the price segments. Economy and Premium are the major contributors to the market value sales growth

Слайд 13Page
Tea market by price segments
Premium tea holds significantly higher

share in Moscow and St.Pete vs. the 22 cities as well as Total National level with trend to further slight growth.

Слайд 14Page
Tea market by price segments
In Hyper/Supermarkets Premium prevails in

sales while Economy accounts for the highest shares in other channels, esp. in Tr. Food Stores.

Слайд 15Page
Tea market development: Loose vs TBs


At the same time

in absolute volume sales all the formats show tendency to decline. In this respect Teabags remain most attractive segment.

Слайд 16Page
Tea market development: Loose vs TBs
The growth of teabags

share comes primarily from the 22 cities while in Moscow and St.Pete its share has almost stabilized.

Слайд 17Page
Tea market development: Loose vs TBs
Premium tea prevails in

Hyper/Supermarkets and Superettes with slight tendency to growth. In Food Stores and OM Premium is rapidly growing.

Слайд 19Market vs Economy players split Sales volume, Channels, MAT 08-10
-1%
-5%
-15%
-8%
-1% - Growth

MAT 2010 vs MAT 2009

+23%

-11%

-10%

-21%

+5%

-1%

-8%

+3%

+6%

+2%

+5%

+6%

“B” is loosing in Superretes & Traditional Food – faster vs competitors

Слайд 20Tea market development : MT vs TT
Traditional Trade importance is

more or less stable, contributing ~40% of sales for tea market

Слайд 21Tea market development : MT vs TT
Traditional Trade is still significant

for 24 cities and Moscow, while St.Pete is mostly focused on MT

Слайд 22Market vs Economy players split Sales volume, Cities, MAT 08-10
+3% - Growth

MAT 2010 vs MAT 2009

+3%

-10%

-7%

+24%

+32%

+1%

+18%

-7%

+2%

+14%

+13%

-2%

37% - Share of 24 cities

39%

40%

37%

30%

31%

34%

37%

38%

39%

30%

32%

31%

“B” & competitors are developing better vs the market in 24 cities
24 cities’ share in sales for economy brands is lower vs total market figure => potential for growth

Слайд 23Market vs Economy players split Sales volume, City size, MAT 08-10
-3% -

Growth MAT 2010 vs MAT 2009

-3%

-8%

-10%

-5%

+11%

+3%

-14%

-9%

+3%

-2%

-4%

+1%

+8%

-2%

+6%

+8%

“B” sales are growing in big cities (over 250 ths), but declining in small cities. It might be explained by positive KA development
Competitors are better in small cities (10-50 ths)

Слайд 24Market vs Economy players split Volume share, City size, MAT 08-10
“B”

has low share of 1mln cities (same as Lisma). Noory has better positions both in mln & small cities

Слайд 25Market vs Economy players split Sales volume, Ranges, MAT 08-10
-11% -

Growth MAT 2010 vs MAT 2009

-11%

-2%

-4%

-1%

-17%

-32%

+21%

+8%

+21%

+66%

-7%

+3%

+3%

0%

+7%

+13%

-11%

“B” is declining in Loose much faster vs competitors and total market

Слайд 26“B” vs Competitors by ranges
“B” has quite balanced portfolio, though

loose tea is weak
Main “B” competitors – Princess Noory & Lisma have much stronger positions in PB TBs segment

Слайд 28Price comparison “B” vs competitors Pure Black 26 tbgs
“B” is in line

with strategic pricing vs Princess Noory. However, it is more expensive vs Lisma (1 to 3.5 Rub) May tea decreased the price significantly, coming closer to economy segment

Слайд 29Price comparison “B” vs competitors Pure Black 50 tbgs, 100tbgs
50 TBs:

“B” is OK both in MT and TT 100 TBs: “B” is more expensive vs Pr. Noory and partly Lisma

50 tbgs

100 tbgs

Слайд 30100 tbgs development,
SOM Value & price per pack
“B” PB

100tbs has the highest SOM value in 22 cities MT where its price is equal to Lisma and 15 Rub lower vs Pr. Noory

Слайд 31Price comparison “B” vs competitors Loose Pure Black 100 gr
“B” Loose 100

gr has the highest price among competitors on NAT level (both in MT & TT). It is cheaper vs Pr. Noory in Moscow TT and has equal price in Moscow MT, SPb TT, 22 cities MT

В

Слайд 32Price comparison “B” vs competitors BF, best distributed SKU
“B” is in

line with Strategic pricing vs Pr. Noory, but is more expensive vs Lisma. May tea BF has the same price as Beseda BF

Слайд 33Price comparison “B” vs competitors GF 26 TBs, Infusions 20-25 TBs
“B”

GF is the most expensive brand in economy segment (except for Moscow MT & SPb MT) Price for Infusions is quite high in all channels (especially Moscow MT, SPb MT & TT) while the offer is 20 Tbs vs 25 Tbs of competitors

GF

Infusion

Слайд 34Price gap in TT vs MT,
“B” has much higher price gap

in TT vs MT than all Princesses & Lisma




Слайд 35Price map: “B” vs Competitors, PB 20-26 tbs SOM volume

& price per pack, JJ’10


“B” (0,5;100)


Pr. Noory (2,1;115)


Lisma (0,8;96)



Pr. Gita (0,7;78)

Pr. Kandi (0,4;93)


May (0,8;96)


Bodrost’ (0,0;109)


G. Bowl (0,1;105)

Price Index is calculated for Best Distributed SKUs: “B” PB 26tbs Princess Noory High Grown 25 tbs Princess Kandi Ceylon 25 tbs Princess Gita Indian 25 tbs Lisma Nasyshenny 25 tbs May tea Otborny 25 tbs Bodrost’ Indian 20 tbs Golden Bowl Indian 20 tbs

Слайд 36Economy brands price development, JJ’09 vs JJ’10
17 18 19 20

21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 Rub


11
10
9
8
7
6
5
4
3
2
1


“B”



Princess Noory



Princess Java



Princess Gita



Princess Kandi



May tea



Lisma



Bodrost’



Golden Bowl

SOM value

Слайд 37Consumer Value Index
Winter 2009/10: (24/08/09 to 14/02/10)
Fair value line
Good value
More resilient
Poor

value
Less resilient







Based on trialists

60

80

100

120

140

60

80

100

120

140



Ahmad



Akbar

“B”

Brooke Bond



Dilmah



Greenfield

Lipton



May Tea

Princess Nuri



Princess Gita



Princess Kandi

“B” is perceived as good value for money. All its main competitors are within “fair price” boundaries

Слайд 38PROMOTION

Слайд 39« L »
« B »
« BB »
Greenfield Tea
Ahmad
May Tea
Princess Nuri
Akbar
Dilmah
Princess Gita
Princess Kandi
Data period: winter 2009/2010
Total Communication
%
TV
%
Print
%
Outdoor
%
Radio
%
In-store
activity
%
(1186)
Base
Total
sample:
Communication

Awareness by channel

“B” communication awareness is much higher vs its main competitors

(1186)

(1186)

(1186)

(1186)

(1186)

(1186)

(1186)

(1186)

(1186)

(1186)









Слайд 40“B” activities, 2008-2010
TV
Launches
Promo
TV support for promo
Fairy Tale 2
160 GRPs
7/04-27/04
Green
480 GRPs
2/805-08/06
Rosaria
860

GRPs
16/03-03/05

Masterbrand
1099 GRPs
31/08 – 21/09, 01-31/12

Media target: women 25 to 45 yo
GRPs – Adjusted 30”

“B” Green range

“B” Rosaria

“B” Fiesta

“B” Forest Fruits

Fairy Tale (Second wave)

Fairy Tale (Forth wave)

Fairy Tale Pushkin (Third wave)

“B” Core
707 GRPs
01/01 – 15/02

Bears promo
410 GRPs
08/03- 26/04

Velvet taste
253 GRPs
17/05-31/05

Green
345 GRPs
21/07-25/08

Bears

BF 2+1

Smeshariki CD

Smeshariki CD

GF 2+1 (exclusive for OK)

Indian summer
452 GRPs
1/01-3/03

Indian Summer
331 GRPs
01/10-17/11

TV support for promo

Fairy Tale 3
150 GRPs
29/09-20/10

Слайд 41“B” advertising overview, 2006-2009
Over time, “B” shows a consistent and advertising platform
Last

ads underperform compared to previous ads

Pergola

Garden


Indian Summer

Green tea

* Change in the branding scale / ** top box




Rosaria


Note: Interviews conducted in big and medium size cities only

Слайд 42Brand Communication Analysis
2009, 30 sec
Tested from 14/09/09 to 15/11/09
Correct

visibility for the new “B” TVC which is averagely enjoyed and perceived rather as pleasant, soothing and gentle.
The linkage to the brand is good
The ad communicates well the brand messages
At the end, it leads to a promising effect on brand preference notably in terms of appeal.

Слайд 43 Mean score
“B” 2.29
Among total sample
Russian average 4.01




Brand Communication Analysis 2009, 30 sec Engagement details
(P-ve)
(A+ve)
(A+ve)
(P+ve)
(P+ve)
(P+ve)
(P-ve)
(P-ve)
(A-ve)
(A-ve)
(A-ve)
(A+ve)


“B”

among Total sample

Total Russia norm



Ad results above the local norm (95% significance)

Слайд 44PostView TV – “B” ‘Teddy Bears’
Mar-Apr 2010, 15 sec
Postview full

diagnosis tested from 12/04/10 to 06/06/10

Hot tea norm: 32%


In 2010, “B” used for the first time a promotional communication already established for Saga in Poland.
The copy struggled to emerge and to get recognised (might be due to the novelty of the advertising approach).
It has been averagely enjoyed and strongly judged as pleasant, gentle and soothing
The intended message has been understood and perceived as new, believable and different.
At the end, it tends to have a positive effect on the brand appeal which is however limited by the low ad visibility.

Слайд 45(P-ve)
(A+ve)
(A+ve)
(P+ve)
(P+ve)
(P+ve)
(P-ve)
(P-ve)
(A-ve)
(A-ve)
(A-ve)
(A+ve)

Total Russia norm
Mean

score

“B” ‘Teddy Bears’ 2.25

Russian average 3.93



‘B” Teddy Bears’ TV


Above the norm at 95% min




Base : Total (172)

PostView TV – “B” ‘Teddy Bears’ Engagement details

Слайд 46PostView TV – “B” ‘Velvet’
May 2010, 15 sec
Tested from 07/06/10

to 18/07/10

Hot tea norm: 32%


“B” Velvet Taste ad recorded a limited level of recognition.
The copy did not succeed to communicate properly the news therefore the rational response is not strong
CAUTION: Only 3 weeks on air (380 actual GRPs)

Слайд 47(P-ve)
(A+ve)
(A+ve)
(P+ve)
(P+ve)
(P+ve)
(P-ve)
(P-ve)
(A-ve)
(A-ve)
(A-ve)
(A+ve)

Total Russia norm
Mean score

“B” ‘Velvet’

2.34

Russian average 3.93



‘B” Velvet’ TV


Above the norm at 95% min




Base : Total (171)

PostView TV – “B” ‘Velvet’ Engagement details

Слайд 48“B” communication perception
“B” Green Campaign
Low spontaneous recall
No remarkable character
Low purchase intent
Positive

influence on Beseda brand in general

“B” Black Campaigns
High spontaneous recall
Brownie / Domovoy as a key character
High purchase intent
Big input to Beseda brand image / emotional attributes

Слайд 49Princess Noory promo support

1998
2007
2003
2005
2006
2004
2009
2010
Repositioning
after the crisis and offering economy

tea.
Result: leadership in economy segment

Rebranding
to extend target audience, assortment was divided into High Grow and Otbornyi tea
Message: “High quality tea for affordable price”
Media support: -10” and 20” TVCs of Otbornyi tea on Pervyi, STS, Ren-TV, Rossiya; sponsorship of movie programs and talk shows, press support

Sponsorship
Sto k odnomy, Puteshestviya Naturalista, Bolshaya Stirka

TVC “Skazka”
Focus on new audience – women 25-35 that want to feel exquisite

Sponsorship
Who wants to be a millionaire? on Pervy channel,
Period: Dec. 2005 – Dec. 2006, Integrations:- 5’’ BBs, avg. TVR: 7

2008

Radio
In 2007 Princess Nury turned to radio and press and kept 84% SOS on Radio

Sponsorship
Poka Vse Doma on Pervy channel, Period: Jan-Feb, Sep-Dec 2007, Integrations - 5’’ BBs, avg. TVR: 4.5
Fazenda on Pervy channel, Period: Mar 2007 – Dec 2007, Integrations - 5’’ BBs, avg. TVR: 4.6

TVC “Choice of a Real Princess”







Slogans: “Choice of a real Princess”, “Feel yourself as a Princess”, “Lubov’ ne sluCHAIna”, “PRIZnannyi Chai”, “Upoitel’nyi Chai”

Source: www.sostav.ru, www.advertology.ru, www.idea.ru

Promo: 25+ 5 TBs


Tastings


Outdoor


TVC “Choice of a Real Princess”







Slogan: “Choice of a real Princess”

TVC “Fashion Princess”







Слайд 50“B” sponsorship (Social Mission)
Sponsor jingle 10 sec (“B” brand Video)
Branded cups

on the table during the show
(3 hours)
Special Social Mission topic to be covered in story/ or special guest once a week
Government Channel, has high credibility among TA
National channel with largest coverage
High affinity


Period: May-June’2010



Слайд 51Competitors’ sponsorship

Слайд 52Sponsorship: Princess Noory

Who wants to be a millionaire?
Channel: Pervy
Period: Dec. 2005

– Dec. 2006
Integrations:
- 5’’ BBs
-PP or announcements, etc.

Average TVR: 7


Fazenda
Channel: Pervy
Period: Mar 2007 – Dec 2007
Integrations:
- 5’’ BBs
-PP or announcements, etc.
.
Average TVR: 4.6

Poka Vse Doma
Channel: Pervy
Period: Jan-Feb, Sep-Dec 2007
Integrations:
- 5’’ BBs
-PP or announcements, etc.

Average TVR: 4.5

Came to the program after Akbar


Dom Byta
Channel: Peterburg 5 kanal
Period: 25.06.2008
Integrations:
- BBs
-PP or announcements, etc.

Average TVR: 0.02

Princess Noory participates in “traditional family” programs

Слайд 53Green
Rosaria
New
Indian
Summer
Fairy Tale
Turn on TV Game
« B » – Teddy Bears
« B » – Velvet taste

The limited visibility of “B” communications in 2010 had a negative effect on the brand communication awareness.
“B” awareness is higher vs competitors

Communication awareness

Слайд 54Green
Indian
Summer
Fairy Tale
Rosaria
New
«B» – Teddy Bears
«B» – Velvet taste
Despite the promotional

activation and the launch of the new Velvet variant, “B” usage tends to step back. A recovery has been recorded in the latest period.

“B” awareness and usage


“B”

Слайд 55
49%
16%
11%
Awareness
Re-purchase intents
Trial

31%
8%
4%
“B” new product launch summary
Indian Summer
Esmeralda (Green)

69%

50%

40%
24%
17%
Study
average
(1432)
(720)
Tracked from


06/08/07-16/03/08

Tracked from
30/06-21/09/08

Base

(16 porducts)

71%


Слайд 56“B” Pure Black 100tbs promo effect SOM Value
In MT promo brings

good MS growth to “B”, but in TT its effect is weak

Слайд 57“B” 100tbs Bears promo

“B” PB 100tbs promo has low WSD

in several cities and almost no presence in TT

Слайд 58PRODUCT

Слайд 59ABC analysis “B” vs competitors, SOM Value

“B”

Слайд 60Assortment structure “B” vs competitors
“B”
Pr. Noory
Pr. Java
Pr. Kandi
Pr. Gita
Lisma
May Tea
G. Bowl
Bodrost’
Loose

& CTC

PB TBs

BF TBs

PG TBs

GF TBs

HF TBs

2
4
8
0
3
4
22

12
18
12
0
0
0
44

8
0
0
1
6
8
23

4
6
8
0
0
0
18

8
6
8
0
0
0
22

9
11
5
2
1
1
29

13
12
7
2
5
12
51

2
4
15
1
4
0
26

12
3
6
1
3
5
30

TOTAL

“B” has much lower # of SKUs in PB segment













Слайд 61“B” vs competitors PB Loose tea tasting results, Q3 2010
“B”

Loose has quite good results in terms of taste (superior to Princess Kandy & Gita, equal to Princess Noory Best & Pekoe, but inferior to Princess Noory High Grown). In terms of Intensity “B” is on par with Princess Noory Best & Highgrown


Слайд 62“B” vs competitors PB TBs tasting results, Q3 2010
“B” TBs

is inferior to Princess Noory & Kanby, but better vs Lisma in terms of taste. In terms of Intensity it is inferior to Princess Nooty Highgrown, new Golden Bowl & Lisma Ceylon


Слайд 63PROPOSITION

Слайд 64Tea category perception
GENERAL CATEGORY BENEFITS
Tonic/ exhilarant effect
Well quenches one’s thirst
Health benefits
Unites

people, creates trust-base atmosphere

Helps relaxing, resting

R A T I O N A L

E M O T I O N A L

GREEN TEA

BLACK TEA

2-3 times a day
Consumed in summer as it has excellent refreshing properties and quenches thirst well
In its «pure» state

3-4 times a day
Often consumed in winter as it warms better
Consumed together with other additional products (varying from sugar/milk to different kinds of sweets)

Слайд 65Penetration of Tea and “B” by Group

Food Innovators
Quality Seekers
Penny Grabbers
Indifferent to

Food

Mass Market

Upmarket

Older

Younger

Price-Careless
Dieters

Price-conscious
Dieters

95.3%
16.4%
85

93.7%
19,4%
101

90.8%
16.7%
87

Tea % “B” % Index

95.7%
24.1%
125

94.7%
19.9%
93

93.5%
18.9%
88

Total penetration (drink)
19.3% (12 mln)

Слайд 66“B” is interesting for…


Dieters try to care about their body, need

a small support in their hard fight and consider green tea the most healthy drink for them

Food innovators buy food products out of curiosity. Much of their consumption depends on their mood and is not strongly influenced by price. Beseda here can satisfy their need in “warmth” and difference with infusions proposition


Penny-Grabbers prefer Russian products and care about price much. They value the time, spent with their near and dear and are a bit “crazy” about family issues

Слайд 67Food Innovators
Price-conscious
Dieters
“B” target audience,
Women 30-55 (most valued ones 30-40), with families

(3+ members of HH), living in small cities (>1 Mio), percentage of housekeepers is high.
From low to middle income group ($1000 per HH in Moscow).

Masterbrand*

Infusions

Green

*Black & black flavored

Medium and heavy tea-bags users

Younger group of consumers, are looking for taste and indulgence in food and in tea in particular

A bit younger then black tea-drinkers, are more aware of trends and innovations

Penny Grabbers

Penny Grabbers

Penny Grabbers

Primary
Audience

Secondary
Audience

Слайд 68“B”
%
Princess Noory
%
Princess Gita
%

Base: total sample (600)
() - Figures from previous time

period
- Significantly different versus previous time period

Princess Kandi
%

“B” & Competitors BHC
Summer 2010 vs. Summer 2009

“B” has very high brand awareness (Presence) due to massive advertising
“B” ability to convert consumers from awareness to brand relevance is better than of a key competitor – Princess Noory
“B” lost in loyalty (conviction) vs 2009 and now it’s at the level of Pr. Noory

vs. 2009


May Tea
%

Слайд 69



Better quality
Taste/perform better
Appeal more
Different
Better value
Cost too much
Too cheap
Poor quality for the

price

Not meet needs

Taste/perform worse

Lack appeal

Ever Tried

Unaided Awareness










Presence

Conviction
And
Advantage

Relevance

Performance


Base: total sample (600)
- Significantly different versus previous time period

Princess Kandi
%

“B”
%

Princess Noory
%

Princess Gita
%

Brand Pyramids Details

“B” tends to work out its negative quality perception & adequacy to needs.



Слайд 70Image positioning mapping “B” as a popular Russian tea brand, 2009
Note:

“Typical Russian brand” has been removed as too polarizing

Typical Russian brand which can be found everywhere



= Beseda brand keys


Слайд 71Category drivers of conviction Winter 07/08

Share of endorsement*
Relevance through good

taste


Performance / Emotional benefits

*based on conviction level of the pyramids of hot tea brands


Brand strengths


Low importance dimensions

Main dimensions
leading to Conviction

Very important dimensions
leading to Conviction

Generic dimensions
leading to Conviction

Слайд 72Base: Total sample (600)
- Significantly different versus

previous time period

“B”

Princess Noory

Princess Gita

Princess Kandi

In %



“B” & competitors' image perception Summer 2010



The only strong characteristic of “B” is “Russian Brand”



Слайд 73“B” Semantic Analysis


Conversation
Tea party
Friends/ friendly
Family / Relatives
Old man
House-spirit
Home
Sincere
Cozy / coziness
Warm
Kind, tender
Pleasant

taste

Traditional

Saturated

Tonic

Tea
set

Aromatic

Strong

When respondents recall “B”, they first of all think of ‘family/relatives’, ‘conversation’, ‘house’, ‘house-spirit’, ‘old man’, ‘tea party’, ‘friends’. These words are the closest associations with the brand.


“Kind’, “Pleasant taste’, ‘Saturated’, ‘Tonic’, ‘Traditional’, ‘Tea set’, ‘Cozy’
form the second level of associations.



“Aromatic’, ‘Strong’, ‘Warm’ and ‘Calming’ form the third level of associations.

Cheerful

Calming


SEMANTIC NETWORK ANALYSIS OUTLINE: 1. Size of bubbles shows the share of respondents that mentioned the word. 2. The lines show the presence of connection between the words. 3. The distance between the brand and the word is determined by the mean rank of mentions (if the word is pointed out in first mention, second mention etc): the lower is the mean rank the closer is the word to the brand. 4. Associations form levels according to the distance between the words and the brand.

Second level: supplements the first-level associations

First level: “top of mind” associations

Third level: supplement the second-level associations

LEARNING: The brand is most intensively associated with home which in its turn leads to such positive associations as family, warmth and coziness. Emphasizing “Conversation’ also resulted in other pleasant associations with tea consumption : ‘Friends’, ‘Cheerfulness’, ‘Sincere’, ‘Calming’. “B” is not directly associated with important product characteristics (e.g. ‘pleasant taste’, ‘strong’, ‘saturated’). Respondents recall them only in connection with abstract words.

«В»

Слайд 74“B” Brand Perception Ipsos, Sep 2009
Well-known brand with a history
Strong and original

advertising support
Good-natured image of the main hero –Domovoy
The brand name is well-known for many consumers and supports the positive perception and is directly related with tea category, means the main tea consumption occasion, traditional for Russia: a heart talk while having a cup of tea in the kitchen.

Слайд 75PACKAGE

Слайд 76Players in PB segment: package comparison
“B”
Princess
Noori
May Tea
Lisma
Princess
Kandi
Princess
Gita
Golden
Bowl
Pack
Range

(# of SKUs)

Country of origin/ Quality claim

Pack dimensions (25-26 tbs)

Color coding

6

32

17

10

25

14

6

Not stated (Classic, Velvet taste)

Quality (Best, Highgrown, Original, etc)
Origin (Keniyan; Ceylon)

Stated (Indian or Ceylon) + Aroma, Strong, Revitalizing…

Origin (Ceylon)

Origin (Ceylon)

Origin (Indian)

Origin (Indian, Ceylon)

14x6x4sm

13x6x5sm

12x6,5x4,5sm

14x6,5x4 sm

14x6x4sm

White with colored strips for variants differentiation

Broun for Classic and dark-blue for Velvet Taste

Different color for each variant

Broun and yellow (different tints and shades)

Red triangles, colored stripes for variants differentiation

Orange stripes

Red stripes

Слайд 77Players in BF segment: package comparison
“B”
Princess
Noori
May Tea
Lisma
Princess
Kandi
Princess
Gita
Golden
Bowl
Pack
Range

(# of SKUs)

Country of origin/ Quality claim

Pack dimensions (25-26 tbs)

Color coding

10

12

6

7

10

14

15

Not stated

Not stated

Not stated

Origin (Indian)

Origin (Ceylon)

14,5x7,5x6sm

14x6x4sm

13x6x5sm

13x7x4sm

12x6,5x4,5sm

14x6x4 sm

Not stated

White with colored strips for variants differentiation

Broun

Different color for each variant

Broun and yellow

Red triangles

Different color for each variant

Red stripe

Слайд 78Players in GF segment: package comparison
“B”
Princess
Java
May Tea
Lisma
Golden
Bowl
Pack
Range (# of

SKUs)

Country of origin/ Quality claim

Pack dimensions (25-26 tbs)

Color coding

3

11

1

5

4

Origin (Chinese)

Not stated

14,5x6,5x4sm

14x6x4sm

12x8x6sm

12x6,5x4,5sm

14x6x4sm

Not stated

Not stated

Not stated

White with colored strips for variants differentiation

Green

Green with yellow stripe

Green

Red triangles

Слайд 79Players in HF segment: package comparison
“B”
Princess
Java
May Tea
Lisma
Golden
Bowl
Pack
Range (# of

SKUs)

Base for the drink

Pack dimensions (20-25 tbs)

Color coding

6

12

1

Delisted

4

14,5x6,5x4sm

14x6x4sm

13x6x5sm

12x6,5x4,5sm

14x6x4sm

Herbal tea (karkade)

Fruit-Herbal drink

Karkade

Karkade

Karkade

White with colored strips for variants differentiation

Pink

Red triangles

Broun and yellow

Red

Слайд 80“B” packs are less noticeable on shelf in comparison with key

competitors – Pr. Noory andLisma.

1. Which products do you remember seeing on shelf?

On–shelf Brand visibility (spontaneous, first mention)

Base: 137/ 137/ 135

%

On–shelf Brand visibility (spontaneous, Total mention)

Слайд 81Thank you!

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