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V0.8 SHS Marketing Overview

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by

Elisabetta Bruno

on 2 May 2018

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Transcript of V0.8 SHS Marketing Overview


Agenda
Thursday 14
th
July 2016
12:15
am
Group Overview
11:00
am
lunch
10:25
am
Tea & Coffee Break
10:15
am
drinks strategy
11:45
am
MARKETING OVERVIEW
11:20
pm
engagement review
1:00
pm
BOTTLEGREEN
1:30
pm
SHLOER
2:15
pm
TEA & COFFEE BREAK
2:30
pm
MERRYDOWN
2:45
pm
WKD
3:30
pm
INTERNATIONAL
4:00
pm
SALES Q&A
4:30
pm
TEAM CHALLENGE
6:00
pm
SUMMARY & CLOSE
Individuals
OR A TEAM?
playing on the same field
SHS DRINKS
Dave McNulty
DELIVER
CONNECT
ENGAGE
SETTING SAIL ON
A JOURNEY
Our Brands
are the engine that will drive our growth
It’s the job of brand marketing to make sure each brand is in brilliant condition, performing at its best and ready to drive us forward
Everything
we do will be routed in Insight
Clarity
on what each of our brands stand for
Our
brand positionings
Maximising
our brand potential. Think Big
EPD & NPD
Step changing the potential
Our
new structure
Our
new structure
Adult Soft drinks
A category leading segmentation study
Relentless focus on building brand value
"
A brand is made up of a
recognisable, motivating and credible
set of
benefits, traits
and
values
that appeal to the
heart and mind
of your core consumer and
set you apart
from the competition as truly
unique.
A clearly defined audience and their itch
What market we are in and who we are competing with
What benefits we offer – rationally, emotionally and why people should believe us
Where will people drink us?
When will people drink us?
what traits and values we stand for
Who
What
Why
Where
When
Our
Personality
Fewer, bigger better
Consumer lead, insight lead
Brand Marketing’s responsibility:
but everyone has a part to play
New Marketing
Insight
Brand
Marketing - Alcohol
International Strategy
Innovation to Market
New Marketing
Marketing Specialists
Insight focused
Brand driven and focused on Vision 2021 targets
The right resource in the right areas:
Internationally aligned – strategy driven
Delivery
Excellence key
Clear owners for each brand
Brand strategy key
Think big and think long term
EPD and NPD responsible
Prioritised markets and brands
We have started the journey but there is much more to come - as we put insight at the heart of everything we do
We now have a
WKD
the insight inspiration behind our reinvention
Youth trends – general and drink specific
All our old research
Youth experts –about trends, about media consumption
Existing consumers
Potential new consumers
Internal experts
Fresh thinking independents
We Consulted
18-19 yr old shoppers to understand their buying behaviour

18-19 yr old drinking in pubs to understand their needs
We Observed
We Read
Other categories and brands that appeal to our audience
International RTD’s
Other drinks categories
We Compared ourselves with
£100k
investment
We understand our market better than anyone
We have identified gaps for future opportunities:
Existing brands
Acquisitions
We understand how our brands can
complement each other to maximise the potential opportunity
We understand
Types of consumers
Needs
Occasions
Marketing Overview
Jo Sykes
clear
strategy
A Clear positioning
inspires and drives EPD/NPD
Equity building
Clearly differentiated
Leading not following
Brand Strategy
not just Communications experts
Delivery Excellence
We have an NPD Process
We will have a new Innovation to Market Team
Project Leaders drive all our Alcohol and Soft Drinks EPD/NPD initiatives to market
Their focus will be on delivery excellence
Clarity, transparency, alignment, speed, joined up decision making
Our Consumer Segments
"
Brand Positioning
The Essence
that pulls everything together
From...
A grape juice based alcohol alternative
From ...
Elderflower cordial to drink at home
From...
blue alcopop
To...
The must have soft drink for any social occasion
To... The range of naturally inspired, elegant soft drinks for adults – available wherever and wherever they want one
To... A colourful range of drinks that are the catalyst for fun for young drinkers
From...
The traditional apple cider
To... The refreshingly relaxing drink to ease you into your evening
Brand
Marketing - Soft Drinks
BRAND IDENTITY
BRAND SYMBOLS
BRAND MEANING
BRAND EQUITY
Opportunity area for our Soft Drinks portfolio
Potential audiences and Need State relevance
WKD
Consumer Co-creation
Brand owners.
P&L accountable
Consumer
Champions
Full of brand
passion
Future focused
With the right
resource in the
right place
A mans got to stand for something.
Full transcript