2009
Agenda
• Introduction
• Ariel Case – Applying P&G brand building
framework
– Landscape
– Who
– What
– How
Agenda
• Introduction
• Ariel Case – Applying P&G brand building
framework
– Landscape
– Who
– What
– How
P&G at a glance
The No 1. Fast Moving Consumer Goods Company in the World
• Introduction
• Ariel Case – Applying P&G brand
building framework
– Landscape
– Who
– What
– How
Case Study
ARIEL AND SUSTAINABILITY
-
Making a brand more relevant
Background - Ariel in Nordic
• Insights from recent equity scan and focus groups were that
Ariel lacked consumers trust. Ariel in Nordic is the 2nd or 3rd
player in the market (depending on the countries).
• Geographical challenges
• Different Water Standards (Soft Water)
Background – Consequences
Local constraints and limitations = Brand in decline
1994
26%
15%
2007
VALUE SHARE TOTAL NORDIC
The Opportunity:
Grow Ariel to be market leader
Global agreement
• 2008 Decision to revive the brand – Opportunity for new
formula, and a Megabrand strategy
Local Action
• Build trust with the Nordic consumer behind an initiative and
leverage endorsers to drive credibility of the sustainability
message
Consumer needs – Laundry segment
Modern
The
TheDYNAMIC
DYNAMICconsumer
consumer
Performance,
Performance,Innovation
Innovation
The
TheETHICAL
ETHICALconsumer
consumer
Environment,
29%
Environment,Gentleness
Gentleness
19%
Introvert Extrovert
The
TheESTABLISHED
ESTABLISHEDconsumer
consumer
Performance
Performance
19%
The
TheEMOTIONAL
EMOTIONALconsumer
consumer
Fresh, Scented
Fresh, Scented 22% Traditional
The
TheDYNAMIC
DYNAMICconsumer
consumer
Performance,
Performance,Innovation
Innovation
The
TheETHICAL
ETHICALconsumer
consumer
Environment,
29%
Environment,Gentleness
Gentleness
19%
Introvert Extrovert
The
TheESTABLISHED
ESTABLISHEDconsumer
consumer
Performance
Performance
19%
The
TheEMOTIONAL
EMOTIONALconsumer
consumer
Fresh, Scented
Fresh, Scented 22% Traditional
Leadership Commitment…
• “We are committed to helping solve the
world’s sustainability challenges. We do
this through product innovations,
improving the environmental profile of our
operations and through our contributions
to help children live, learn and thrive.
Companies like P&G can be a force for
good in the world. This is a responsibility
and an opportunity that we embrace.”
A. G. Lafley,
Chairman of the Board
Sustainable Development
• Requires a balance between
Econo mic
Enviro
• Environmental Protection
– Waste Prevention & Management
– Sustainable Resources Management
nmen
• Social Responsibility
– Consumer understanding
– Products which improve quality of life
– Improve life in Developing Economies
Our Sustainability Strategies
1. Delight the consumer with sustainable innovations that
improve the environmental profile of our products
Brand assesment as to where P&G can make their products relevant in creating a
more sustainable enviroment.
Analysis shows that detergent i.e Ariel have a huge enviromental impact through
higher solubility. Confidential P&G Information – not to be copied, shared, or disclosed without the expressed written permission of P&G
Agenda
• Introduction
• Ariel Case – Applying P&G brand
building framework
– Landscape
– Who
– What
– How
The 1st step = Assess the local Landscape
Assessing the landscape
Objective:
- Identify opportunities that take us back on the growth track
Internal insights:
Consumer insight:
Top 2 purchase drivers for laundry 1) The new formula works even
detergents in Denmark are better in cold water, thanks to
better solubility (Cleanning Perfomance)
1) Cleaning performance
2)The biggest climate gain for P&G
is to change the laundry habit
2) Environmental performance
of consumers (Enviromental performance)
• Introduction
• Ariel Case – Applying P&G brand
building framework
– Landscape
– Who
– What
– How
Defining the consumer target
Who to target?
Understanding the target group: “CONSUMER IS BOSS!”
All households
Strategic target
Prime prospect
The Consumer Trend
Community Greens
• The majority who make an effort but
•Deep Greens Bandwagon Greens
believe it will only have an impact if Dirty Browns
• Prime Prospect
• Community Greens
• Introduction
• Ariel Case – Applying P&G brand
building framework
– Landscape
– Who
– What
– How
WHAT are we communicating/selling?
WHAT - The launch/initiative concept
INSIGHT:
“We all hear about global warming and want to
do something to help but it can be hard to know
what to do about it”
BENEFIT:
“With Ariel you can wash at 30 degrees and get
great results. By turning down the temperature
on your washing machine you can do your bit to
help keep the worlds temperature down”
REASON TO BELIEVE:
Endorsement from WWF (World Wildlife Fund)
(Ariel “owns” superior cleaning)
KEY VISUAL: Helena Christensen and Turn to 30
SELLING LINE: “Brilliant Cleaning, less energy”
Agenda
• Introduction
• Ariel Case – Applying P&G brand
building framework
– Landscape
– Who
– What
– How
HOW will we go to market?
HOW - Developing our marketing program
OBJECTIVE OF THE MARKETING PROGRAM
Magazine Print
- Ariel
- Ariel + WWF
- Ariel + Helena Christensen
Internet
- Future Friendly concept – tips for the consumers how to save energy
Partnership (Bosch)
- Help create BiC instore visibility
- POS material
- Demo personnel in-store
How – PR and communication
Femina
Ekstra Bladet
Launch TV copy
Dials
Making it all come together
Making it all come together
WHO?
Disproportionately
delight
Community Greens
LANDSCAPE: HOW?
Cleaning and Making enviromental awareness
Enviromental the center of our mediaplan
WHAT?
“Brilliant Cleaning,
less energy”
EXECUTION IN-STORE
RESULTS – Denmark Shares
Communication Idea:
“Ariel Excel Gel gives you all the
cleaning benefits of hot in cold
water”
Imagine, mid September 2008
in the UK ...
Pre-launch (press)
Pre-Launch (outdoor)
Pre-launch (national outdoor)
Pre-launch (regional outdoor)
Followed by the reveal as of
October...
TV – Copy
TV – Copy
Launch (press)
Launch (outdoor)
Launch (Internet)
Launch (PR Event)
Launch (PR Event)
The results