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How Nestle married chocolate to Google technology
Stephen Whiteside, Event Reports, ad:tech New York, November 2013
This report describes how Nestlé is approaching connecting online and offline marketing, including partnering with Google to name an iteration of the technology company's mobile phone operating system after KitKat, the chocolate bar owned by Nestlé.
This report describes how Nestlé is approaching connecting online and offline marketing, including partnering with Google to name an iteration of the technology company's mobile phone operating system after KitKat, the chocolate bar owned by Nestlé. This affiliation led to extensive social media buzz and promotional KitKats offered the chance to win Android-related products. Other digital endeavours include the use of QR codes with the Drumstick ice cream in Malaysia; tie-ups with BenNaNa, a peelable ice cream, and the Chinese social-media platform, QQ; and a 'Tweeting bra' created by Nestlé Fitness cereal in Greece.
Brand engagement: Why optimism is a winning strategy
Vicky Bullen, Market Leader, Quarter 4, 2013, pp. 19-19
This article highlights the benefits of taking a light-hearted approach to brand engagement during difficult times, using examples of activity during the UK Queen's Diamond Jubilee and London 2012 Olympics.
This article highlights the benefits of taking a light-hearted approach to brand engagement during difficult times, using examples of activity during the UK Queen's Diamond Jubilee and London 2012 Olympics. Brands such as Marmite, the food spread, and Kit Kat, the chocolate bar, took the opportunity to boost peoples' mood and in turn gained positive brand appeal. However, some sectors are better suited to a playful approach than others, with finance in particular seen as least suited.
Psychological Automotive Lifestyles: The analysis of automotive lifestyles to support targeting
Dirk Ziems, Thomas Ebenfeld and Gabriele Lehmann, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper highlights a type of qualitative research that provides a detailed understanding of target groups of car owners.
This paper highlights a type of qualitative research that provides a detailed understanding of target groups of car owners. Car ownership, vehicle body types and car brands have specific relevance to consumers at different life stages, for different lifestyles and in different cultures. Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Concerning innovation planning, designing or communication and marketing, target customers have specific requirements, depending on their lifestyle and cultural background, which this paper discusses. Practical examples of research from Europe and Asia are described.
Grupo Bimbo on Global Expansion and the Role of Agencies
Ivan Castano, Event Reports, Festival of Media Latin America, September 2012
Grupo Bimbo is a Mexican company and the world's largest baker, with 19,000 registered brands. In a presentation to the 2012 Festival of Media Latam, Marketing Communications Director Ricardo Perez talked about the company's new marketing strategy, which was divided into Brand Context, Target Segment, Insight, Attributes, Personality and Essence objectives.
Grupo Bimbo is a Mexican company and the world's largest baker, with 19,000 registered brands. In a presentation to the 2012 Festival of Media Latam, Marketing Communications Director Ricardo Perez talked about the company's new marketing strategy, which was divided into Brand Context, Target Segment, Insight, Attributes, Personality and Essence objectives. Following an unsuccessful expansion into Brazil, the company learnt to take localisation strategies seriously, balancing global positioning and graphic identity with local insights and innovations. This article also provides examples of how the company fought to win consumers in the US, China and Chile.
Packaging and in-market impact: Uncovering the drivers of success
Scott Young, Research on Warc, Perception Research Services International, January 2013
This article looks at the key factors impacting the in-market performance of new packaging for products.
This article looks at the key factors impacting the in-market performance of new packaging for products. Three dynamics in conjunction with a new packaging system can dramatically impact shopper behaviour beyond that predicted by pre-testing: "soft" rollouts (where new and old packaging design occupy the same shelf), in-store support, and changes in pricing and/or quantity. These issues lead to several principles for optimising the rollout of new packaging systems, which will also lead to more accurate predictions from pre-testing research, as well as stronger in-market measurement.
Beyond product innovation
Adam French, Admap, January 2013, pp. 25-27
If brands only respond to a growth challenge with new product development, they risk creating a marketplace that is messy, complex and difficult to navigate for the consumer and the trade.
If brands only respond to a growth challenge with new product development, they risk creating a marketplace that is messy, complex and difficult to navigate for the consumer and the trade. Thinking more broadly about innovation will open brands up to finding stronger solutions and ideas leading to commercial innovation. This is innovation that focuses inwards and on what already exists within the product itself and gives customers a reason to reappraise or engage with the product or brand. This article looks at the three defining principles to help guide commercial innovation and, using examples from Cheerios, Birds Eye, Tide and Dove, examines the four dimensions of commercial innovation.
Landor's 2013 trends forecast (Landor Perspectives 2012)
WPP Atticus Awards, Highly Commended, 2012
This article forecasts eight trends for 2013 from around the world and discusses their impact on brands.
This article forecasts eight trends for 2013 from around the world and discusses their impact on brands. It argues that advertising will become more interactive, that brand purpose will become increasingly important in setting the direction of advertising whilst being socially responsible, and that luxury brands in India will move online more as the market expands across the country. Packaging will need to continually change to reflect changes in society and the way products are used. Data visualisation will allow consumers to engage more with brands, however, as with design, it will become less about aesthetics and more about usability and purpose. Global growth will continue for Chinese brands with consumers in emerging markets accepting them as 'good enough'. The article closes by arguing that branding should become simpler and focus more on storytelling.
Make the most of your brand through packaging (Landor Perspectives 2012)
Christine Hall and Dale Doyle, WPP Atticus Awards, Highly Commended, 2012
This article offers best practice advice for brands on how to get the most from packaging redesigns, which are becoming an increasingly frequent necessity in the modern marketplace.
This article offers best practice advice for brands on how to get the most from packaging redesigns, which are becoming an increasingly frequent necessity in the modern marketplace. Key elements include: think of pack redesigns as a continual evolution rather than a one-off project; ground the brand in its core; keep it simple; and make time for inspiration. Practical examples are provided, including the redesigns of MIO, a water flavourer, Gevalia, a coffee roastery, and Sour Patch, the children's confectionary brand.
From consumer-focused to shopper-focused packaging: Nestlé realigns its Gerber brand using virtual research
Geoffrey Precourt, Event Reports, The Market Research Event, November 2012
This report describes how and why Nestlé redesigned the packaging of its market-leading Gerber baby food and infant nutrition brand in the United States.
This report describes how and why Nestlé redesigned the packaging of its market-leading Gerber baby food and infant nutrition brand in the United States. Despite enjoying universal brand awareness and owning the iconic Gerber Baby trademark, Nestlé was facing increased competition from rival, contemporary brands. Research also showed negative associations with some aspects of Gerber’s packaging which, despite showing the widely-loved Gerber Baby, was not optimised for busy mothers in shopper mode. Working to a very tight deadline, Nestlé used virtual research to validate a revised packaging for Gerber that worked across its product range.
The Power of a Package: Product Claims Drive Purchase Decisions
Nora Lado Cousté, Mercedes Martos-Partal and Ester Martínez-Ros, Journal of Advertising Research, Vol. 52, No. 3, 2012, pp. 364-375
This research focuses on trends in new-product packaging claims and how such claims influence firm value.
This research focuses on trends in new-product packaging claims and how such claims influence firm value. Empirical evidence revealed differential impacts of three types of packaging claims: nutritional, environmental, and production. The result of the current study also identified an increasingly popular trend toward introducing multiple claims simultaneously on the same package. Theoretical and empirical evidence confirm that these claims relate to firm value. The empirical analyses included more than 18,000 new products from 81 firms in the US consumer packaged goods industry over a 10-year period.
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