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Brand Planning day 5th May 2010

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by

Lella Carofano

on 16 May 2010

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Transcript of Brand Planning day 5th May 2010

Overview of 2009 activity Competitior activity and assessment The most interesting opportunity for 2011 Brand SWOT Q1 Q2 Q3 Q4 Overview of 2010 activity Q1 Q2 Q3 Q4 3 Things that have worked really well Great example of connecting with consumers Strengths Weaknesses opportunities Threats Our approach for 2011 Q3 Q4 Market leader
Most top of mind vs competitors
Great taste perception
Awareness
Saliency
Awareness not transferring to trial
Benefit understanding
Losing some penetration
Interesting media ideas e.g. AFPs, hospital 6 sheets, digital (YCC) and RHS partnership
Non-core audiences to tap into e.g. Mums with kids, office workers...
Communicating benefit understanding through association
New distribution opportunities (e.g. Hospitals, pharmacies)
Emerging trends e.g. Ethics
New flavour launches Yakult’s unaided brand awareness is higher
Yakult saliency
Muller Vitality (Joanna Lumley execution)
Inflation on TV costs
EFSA ruling
Empowered consumers
Negative PR
Actimel Muller Vitality Yakult Benecol Flora Pro Active Actimel Muller Vitality Yakult Benecol Flora Pro Active Actimel Brand Planning
MEC Thank you We will have succeeded when.....
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