Brand B 360 Analysis. Tea market презентация

Background

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%

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

2009

52%

48%

Value importance, MAT Jan’11

+7%

-1%

+10%

-7%

-3%

-12%

-6%

+23%

-11%

-10%

-21%

+5%

-1%

-8%

+3%

+6%

+2%

+5%

+6%

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

+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

-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)

-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

50 tbgs

100 tbgs

В

GF

Infusion

“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

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

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

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

(1186)

(1186)

(1186)

(1186)

(1186)

(1186)

(1186)

(1186)

(1186)

(1186)

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

Pergola

Garden

Indian Summer

Green tea

* Change in the branding scale / ** top box

Rosaria

Note: Interviews conducted in big and medium size cities only

Total Russia norm

Ad results above the local norm (95% significance)

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.

‘B” Teddy Bears’ TV

Above the norm at 95% min

Base : Total (172)

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

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)

‘B” Velvet’ TV

Above the norm at 95% min

Base : Total (171)

PostView TV – “B” ‘Velvet’ Engagement details

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

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”

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

Communication awareness

“B” awareness and usage

“B”

Tracked from
30/06-21/09/08

Base

(16 porducts)

71%

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

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)

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)

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

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

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
%

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.

Typical Russian brand which can be found everywhere

= Beseda brand keys

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

“B”

Princess Noory

Princess Gita

Princess Kandi

In %

“B” & competitors' image perception Summer 2010

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

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»

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

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

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

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

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)