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V1.1 SHS WKD Prezi

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by

Elisabetta Bruno

on 2 May 2018

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Transcript of V1.1 SHS WKD Prezi

We must change the
way we think
WKD - For The Now
Digital is everything
Be where they are
Open your mind
A FEW RULES BEFORE WE START
But sales have suffered.
HOWEVER
WKD
CONTINUES TO FORM AT THE BEDROCK OF THIS BUSINESS...


A BRIGHT NEW FUTURE
Do put it on silent
Keep your phone on
And also....
43% VOLUME
53% GMAP
...and we are not going to watch it die.
WKD CREATED AND DEFINED A MARKET
WHAT THIS MEANS FOR OUR COMMS PLANNING
OUR BRAND POSITIONING
Catalyst for fun
With friends
Great tasting
Right amount of
alcohol
TODAY
IMMERSION
EXPLORE

AGREE
THE JOURNEY
To understand our category, competitors, consumers and our brand competency. Fill and learn from the knowledge gaps.

OUR TARGET AUDIENCE
50% Students
Female first - Gender inclusive
19
20
22
23
24
18
Our target audience
18-19 Bullseye
21
OUR BRAND IDENTITY
Reinvention not
just relaunch.
We look to the pack
design as a critical
marker of change.
Strengthen the link from
pack to other parts of the
comms mix.
THE JOURNEY TO
DEVELOP
From initial hypotheses to consumer validation to development of opportunity platforms.

Bring it to life with our agencies and our consumers.

A way forward by all key stakeholders.

OUR INSPIRATION
Starbucks
Coca-Cola
Beats by Dre
Nike
airbnb
Apple
New bottle shape
Flexible new marque
Caps
SHOPPERS
CURRENT
CONSUMERS
POTENTIAL NEW
CONSUMERS
OUR
CUSTOMERS
OUR SALES
CONTROLLERS
OUR INTERNAL
WKD STALWARTS
OUR UNINHIBITED
'COMERS-IN'
INPUTS FROM MANY
PEOPLE
AND
PLACES
WHERE, HOW, WHEN:
Social platforms, mobile first, live video, new generation publishers, link comms to on pack.
WHERE:
Be live, be shareable, provide local brand experiences, be on their level via ‘people like me’ influencers & use credible technology partners.
HOW:
Focus on when 18-19s are in the moment, concentrate Thur-Sat, be flexible, scale-able & react spontaneously to other key social occasions.
WHEN:
SUMMER
17
WHAT WE
LEARNT
...ENJOY THE RIDE!
WE NEED TO MOVE FOWARD
INFLUENCERS
DIGITAL
CULTURAL ICON
OUR LEGEND
PREMIUM VISIBILITY
NEW WAYS TO DRIVE TRIAL
THE COMMUNICATION PLAN
A COMMITTED, MULTI-FUNCTIONAL PROJECT TEAM
TO MAKE IT HAPPEN
150
million
daily users
LIVE
SHAREABLE
ENGAGING
Text your reactions and
questions to
YEAR
PLAN
5
CHANGE
DON'T EXPECT TO SEE A
PUSHING AGAINST TRENDS
IF YOU DON'T
MAKE ONE
MOVING ON
TO THE FUTURE WITHOUT LETTING GO
OF THE PAST
IS LIKE TYING YOUR ARM TO A POST
WHILE CATCHING A TRAIN.
BIG
THINK
BRAVE
BE
CRAZY ENOUGH
THE ONES WHO ARE
"
TO THINK THEY CAN
CHANGE THE WORLD,
ARE THE ONES WHO
DO.
"
- Steve Jobs
Great new outers
TO GROW WE NEED TO BRING
MORE PLEASURE TO MORE PEOPLE
(MORE PENETRATION),
IN MORE SITUATIONS
(MORE OCCASIONS),
MORE OFTEN
(MORE FREQUENCY)
MORE NEWS TO FOLLOW FOR
SO WE NEED TO
YOUNGER
RECONNECT WITH OUR
AUDIENCE
RELEVANT
MAKE OUR PRODUCT
TODAY
TO HOW THEY DRINK
A desire to always be on point
WHILST FRUITY ALCOHOLIC DRINKS ARE AS
POPULAR WITH THEM AS EVER,
Authenticity
Healthier choices
FEWER
Big Night Blitz vs.
Look Good and Keep Going
Authenticity and Realness
vs. Artificial
Gender Inclusive/Female Focused
vs. For Lads
Health vs. Pleasure
(Even when you're going out)
WE LACK RELEVANCE....
RIGHT
FITTING OUR PRODUCT TO THE
OCCASION
8-10 PM
GETTING THE ENERGY GOING
CONSUMERS
BE WHERE OUR
SHOPPERS
AND
ARE
WHILST STILL BEING
A GREAT TASTING
DRINK
WKD PLC
BIGGER
BETTER
LACK OF RELEVANCE
USAGE UNCERTAINTY
OCCASION
OUR
WITH FRIENDS
GETTING STARTED
ALWAYS WITH POSITIVE
ENERGY
THEY ARE
• Mainly Students
• Time Pressured
• Cash Strapped but Aspirational
• Sophisticated
• Always On
• Image Conscious
• Adventurous
• Fun Loving
• Yet Sensible
• And Health Conscious
AND WE NEED TO BE WHERE THEY ARE...
DRINKING IS CHANGING
Going out doesn't always involve drinking...and drinking doesn't always involve getting drunk
Pre-drinking is the new going out
Café and entertainment venues are the new pubs
CONSUMERS
1
CATEGORY OPPORTUNITY
£65
M
M
WKD'S ROLE IS UNCLEAR
Late night/big night = spirits and mixers or shots (not a 4% ABV)
Early night/pub drink = flavoured ciders and easy drinking beers
WE HOPE YOU ENJOYED THE RIDE!
CONSUMERS
1
M
OUT OF HOME
250
k
CATEGORY OPPORTUNITY
£65
M
OUT OF HOME
£27
M
THANK YOU!
WORKSHOPS
Getting to the point
PART 1 - 1:00PM
Plan 2 Perform
You alright there?
The art of subtlety
• Insight Station
• Comms Station
• Range Station
Dave Lamport
PART 2 - 3:15PM
• Sector Workshops
Brian Cowan
Andy Cooney
Steve Whitlock
THE FINAL WORD!
WHERE WE ARE
NOW
WHERE DO WE WANT
TO BE
Needs Analysis
Provide Solutions
Gain Commitment
Structured Questioning
Active Listening
Confirming
Agreeing Needs
Sharing understanding

Matching Needs with Features & Benefits


Summary of Needs
TAKE HOME
750
k
stockists of Passion Fruit
10,000
WKD eye-level positioning

Everywhere
Casual dining
NKD Stocklists
1,000
Grocery Multiples
new RTD drinkers aged 18 - 24

points of Mults distribution

Total WKD Growth
3%
Top 4
1million
2,400
275ml singles
THE RIGHT PACKS IN
THE RIGHT PLACES
On Trade
6,000
stockists of Red Berry
Distribution on Passion Fruit
35%
Impulse -
25%
Distribution on Red Berry
TAKE HOME
£38
NKD listed in the
M
07814 643379
FOR THE NOW
RECRUITMENT
Great taste
Right packs, right places
Authenticity... know what they're getting
Refreshing energy lift
THE CONSUMER BENEFIT
MAKE THE MOST OF EVERY MOMENT
Right Taste
Right amount of
alcohol
Refreshing energy lift
We have a clear direction underpinned by insight
Be proud of our past but don't let it hold us back
Be brave
We need to create change
NOW!
Fight for the space
Attention seeking
Always on
Image conscious
Making things
happen
Escapist
Looking & staying sharp
Carrier
Side Stack
Outdoor Branding
THE LANDSCAPE HAS
CHANGED
SHOPPING HABITS HAVE
CHANGED
OUT OF HOME SOCIALISING
“Mixed Pack…good way to try new flavours”

Miki
“Mixed Pack…don’t just get bored of drinking the same flavour over and over again”


Kyle
HAS MOVED ON
LET'S THINK
DIFFERENTLY
£11
TRADE
M
INVESTMENT
WKD IS THE DRINK
FOR THE NEW MINDSET
Full transcript