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Gain: The Biggest GAINer Caravan - Winning the approval of Asian tiger mothers
Sebastian Cruz, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Gain School Advance, a nutritional milk brand aimed at children from Abbott Laboratories, targeted mothers to increase market share in the Philippines.
This case study describes how Gain School Advance, a nutritional milk brand aimed at children from Abbott Laboratories, targeted mothers to increase market share in the Philippines. A key challenge was the strict regulatory environment which did not allow direct advertising of formula milk. The campaign used the insight that mothers were concerned with their children' school performance and launched a print, digital and on the ground strategy to help mothers understand their child's learning style. This included a workbook distributed in fee-paying metropolitan schools, visits to pre-schools to conduct seminars with mothers, and a website with information and worksheets for children. The campaign delivered a 20% increase in market share, ahead of the 12% growth experienced across the category.
Bournvita Li'l Champs: Right place at the right time - A Touchpoint Study
Team Pinnacle, Warc Prize for Asian Strategy, Entrant, 2013
This case describes how Bournvita Li'l Champs (BVLC), a milk additive, used television, print and social media to increase brand consideration in India.
This case describes how Bournvita Li'l Champs (BVLC), a milk additive, used television, print and social media to increase brand consideration in India. The campaign was based on the insight that mothers, BVLC's target market, were influenced by non-television media and personal recommendations when purchasing. This insight was important as BVLC's advertising had previously been focused on television. This campaign used television, print, radio and digital advertising to encourage people to nominate a mother who deserved appreciation for their nurturing. Information about child development and the product, along with product samples were then sent to mothers who were nominated. Research found that this new campaign mix increased brand advocacy and consideration.
Unlocking Success with Digital Shoppers: The e-commerce barriers and enablers that you need to consider
Jeanne Danubio and Nikhil Sharma, ESOMAR, Congress, Istanbul, September 2013
Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase.
Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase. This research views the path to purchase from the perspective of the increasingly connected shopper, explores the benefits/barriers to digital adoption of key consumer product categories, and considers how to integrate digital touch points that achieve success online and in-store. Results illuminate the role that various digital touch points play in influencing shoppers' purchase decisions.
Nestlé SA (Food - Baby Food and Dairy)
Euromonitor Profiles, May 2013
This Company Profile from Euromonitor is the second part of three, providing key details and analysis of Nestlé SA in the baby food and dairy sector.
This Company Profile from Euromonitor is the second part of three, providing key details and analysis of Nestlé SA in the baby food and dairy sector. Included is a strategic evaluation with key facts about the Swiss company, competitive positioning against comparative brands, and assessment of its position in the food market. Brand opportunities and strategy are identified and recommendations for the future offered.
HiPP Organic Branding and Packaging Redesign
Design Business Association, Silver, Design Effectiveness Awards 2013
Baby food brand HiPP was second in wet baby food in the UK, behind Cow & Gate. Although it was the original 'organic' food brand, this position had been eroded by new competitor offerings, with Jars in particular being devalued due to cross brand multi-buy promotions in supermarkets.
Baby food brand HiPP was second in wet baby food in the UK, behind Cow & Gate. Although it was the original 'organic' food brand, this position had been eroded by new competitor offerings, with Jars in particular being devalued due to cross brand multi-buy promotions in supermarkets. To reassert the premium status of HiPP, a redesign of the brand was undertaken, which anchored the logo at the centre of strong photography of the ingredients contained in the jar. This device added to the natural feel of the brand position of each of the 70 flavour variants, increasing value sales of HiPP wet foods by 10%. Jar value sales increased by 7%, against a market decline of 5%.
Milupa Cereals: Spoon by Spoon
Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2012
Irish baby food brand Milupa held a 68% market share but was under threat due to recession-hit parents cutting out weaning foods and moving babies straight to adult food.
Irish baby food brand Milupa held a 68% market share but was under threat due to recession-hit parents cutting out weaning foods and moving babies straight to adult food. It aimed to engage a target audience of first-time mothers, and attract 10,000 unique visitors and 1,500 registered members to its website. The owned media site was central to the campaign, offering nutrition information, dietary tips, recipes and advice about weaning. The option to make slideshows of their baby pictures engaged users and promoted social sharing. Registered users were also targeted with coupons and emails. Results exceeded expectations with a 13% conversion rate, 13,870 unique users and over 2,500 registered members.
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.
Babyface: Reading nonverbal cues to measure infants' acceptance of food products: How mothers know whether or not their babies like a product and how to communicate baby preferences back to their mothers
Payal Kondisetty, Lauren Yourshaw, Amy Elkes, Ashley Gabel and Kelly Sheahan, ESOMAR, Congress, Atlanta, September 2012
This paper discusses the results of a study that aimed at better understanding core Stonyfield YoBaby yogurt users' level of acceptance of a new product formulation.
This paper discusses the results of a study that aimed at better understanding core Stonyfield YoBaby yogurt users' level of acceptance of a new product formulation. The project involved recording research participants' YoBaby consumption at home via video recording equipment, along with follow-up interviews and ethnography. The paper goes on to suggest several advantages to this methodological approach: one is that the videos provide a powerful means of communicating findings to executives or other decision-makers who were not closely involved in the research.
Heinz Taste of Home: From zero to mum's hero
Design Business Association, Bronze, Design Effectiveness Awards 2012
Heinz Taste of Home is a line of potted ready meals for babies: plastic pots with re-sealable lids. The brand was explicitly positioned as being as close to home-made as possible, but also as appealing to everyday mothers who might otherwise not purchase a premium product from this category.
Heinz Taste of Home is a line of potted ready meals for babies: plastic pots with re-sealable lids. The brand was explicitly positioned as being as close to home-made as possible, but also as appealing to everyday mothers who might otherwise not purchase a premium product from this category. The packaging was therefore friendly, cartoonish and homely, emphasising the homely and everyday: in sum, inclusive. After the first 20 weeks of the campaign, the range achieved sales of £70,000, 80% of which took share from rivals in the same category.
Wyeth Gold: Wyeth DIY Flashcards
Warc Prize for Asian Strategy, Shortlisted, 2011
This campaign for Wyeth, Pfizer's pharmaceutical brand, is an example of how interactivity and customization can play an important role in an already cluttered market.
This campaign for Wyeth, Pfizer's pharmaceutical brand, is an example of how interactivity and customization can play an important role in an already cluttered market. The infant formula milk category in Hong Kong was a highly competitive category and most players had been using mainline traditional media approaches to talk to the consumers. However, Wyeth demonstrated a way to connect with the target audience in a completely different space and manner. The brand's challenge was to change the mindsets/perceptions of Hong Kong consumers. The target audience was Hong Kong mums with children aged up to three years, and the objective was to convince them that formula - such as Wyeth Gold - needed ingredients other than the well-known DHA compound designed to improve development of the brain and the nervous system. A campaign was developed based around mobile flashcards which could enable mothers to support the education of their children, as well as spreading the message about formula milk ingredients. As evidence of the success of this approach, this case study cites increased sales of Wyeth's formula product, improved scores for the brand in tracking surveys, and data on the take-up of its mobile app.
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