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The Key Equity Components That Drive Consumption Frequency

The Key Equity Components That Drive Consumption Frequency. Rita Houston - Director , Marketing Capability Development , Marketing Capabilities. Info.shoppermarketing@coca-cola.com. From Brand Love to Brand Value.

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The Key Equity Components That Drive Consumption Frequency

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  1. The Key Equity Components That Drive Consumption Frequency Rita Houston - Director, Marketing Capability Development, Marketing Capabilities Info.shoppermarketing@coca-cola.com

  2. From Brand Love to Brand Value

  3. I’VE HEARD OF BRAND LOVE…but what is it?…why should I care?…and how do we create it?
  4. What is Brand Love? LOYALTY BEYOND REASON
  5. Brand Love is Good Business…love you = drink you Avg Drinks Per Person Per Week –All Main Brands Average Drinks Per Person Per Week Source: B³ 2012 13-64 yr olds, Relationship Pyramid
  6. …Regardless of what consumers rationally “think” about us Latin America Top 5 Markets Coca-Cola Drinks / Year Coca-Cola Drinks / Year 201212-49yr olds Claimed Regular SSDs are “Unhealthy Claimed Regular SSDs are “Unhealthy YES NO YES NO YES YES Coca-ColaBrand Preference (All Beverage Categories) Coca-ColaBrand Preference (All Beverage Categories) NO NO Source: B³ USA, 12-49 yr olds, 2010, & CSD Reg Unhealthy Perception.Percaps represents Avg. Drinks per person per year from B³.
  7. Creating Brand Love is A Combination of Science and Art…
  8. …Which We Have Codified Into A Cohesive Doctrine For Marketing ART SCIENCE
  9. The DNA Model Incorporates the Major Stages of a Business Planning Process… ASSESS OPPORTUNITIES DEVELOP STRATEGIES DEVELOPPLANS EXECUTE
  10. …embedding Key Commercial Components At All Stages Retail Activation Shopper PITA Package ASSESS OPPORTUNITIES Occasion, Brand,Channel DEVELOP STRATEGIES DEVELOPPLANS EXECUTE
  11. Fusion Point 1 MARKET INSIGHTS HUMAN & CULTURAL INSIGHTS
  12. Fusion Point 2 PROFIT MAPS BRAND/CATEGORY MAPS
  13. Brand/Category Maps Allow Us To Develop Footprints Against Consumer Segments NEW TCCC BRAND B BRAND J BRAND A TCCC BRAND BRAND I TCCC BRAND BRAND D BRAND E BRAND K
  14. Overlaying Profit Maps Enables Us To Prioritize Those Opportunities NEW TCCC BRAND B BRAND J BRAND A TCCC BRAND I TCCC BRAND BRAND D BRAND E BRAND K
  15. Fusion Point 3 BRAND VISION AND ARCHITECTURE BRAND GROWTH STRATEGY USA version being updated
  16. PITA Is a Key Component of the Brand Growth Strategy Teens: 13-18 YA: 19-24 Boomers: 45-64 Moms 24-49 w/kids <19 20yo (male) skew male 25yo (female/Male) skew female teens Mom & EA
  17. We Employ a Detailed Version of PITA to Derive Our Objectives… Growth Lever Opportunity Size 2013-2020 (Mucs) P Growth Strategy Cohort Effect Recruit into the Category through Coke 1 Recruit next 2 generations by 2020. Refreshing & expanding the user base I Recruit from other brands into Coke Maintain current Coke consumer base 2 T Retain current Coke drinker frequency Retain & build frequency of consumption across the entire drinkership. Increase frequency of current Coke drinkers A Maintain current Coke amount per serving Life-stage Source: RFR tool, FY 2010, ‘maintain current base’ + ‘retain current drinker frequency’ are loss avoidance
  18. PRODUCT, PACKAND EQUIPMENTAGENDA COMMUNICATION AND CONNECTION AGENDA BRAND AND PORTFOLIO PLANS
  19. Once we build our plans, how do we bring them to life?
  20. IMC Supports Brand Business Objectives Coca-Cola: Moms IMC Framework O B P P C T I A P
  21. …Based on An In-Depth Understanding of the Consumer And Shopper Target Audiences Precision target lapsed CSD buyers Ongoing message rotation/testing
  22. We know what content will drive the business forward
  23. Half of Consumption Frequency is Driven by Brand Affinity… Consumption Frequency .48 Brand Affinity THE BRAND EQUITY MODEL – COKE– MAGNITUDE OF IMPACT Every factor in this model has an impact on Consumption Frequency. Most have indirect impact (e.g. Company Image), and two have direct impact - Brand Affinity and New Packaging. Numbers indicate the magnitude of impact from one factor to another. Numbers range from 0 to 1, where 0 means no impact and 1 means complete impact. Numbers can be compared. The larger the number, the greater the impact. For example, the impact of Brand Affinity on Consumption Frequency (0.48) is more than double the impact of New Packaging on Consumption Frequency (0.22).
  24. …But Brand Affinity is Made up of Several Sub-Components… Consumption Frequency .22 .65 .48 Brand Emotional Image Brand Connection with People Brand Affinity .96 .15 .27 .53 THE BRAND EQUITY MODEL – COKE– MAGNITUDE OF IMPACT Brand Functional Image Company Image Every factor in this model has an impact on Consumption Frequency. Most have indirect impact (e.g. Company Image), and two have direct impact - Brand Affinity and New Packaging. Numbers indicate the magnitude of impact from one factor to another. Numbers range from 0 to 1, where 0 means no impact and 1 means complete impact. Numbers can be compared. The larger the number, the greater the impact. For example, the impact of Brand Affinity on Consumption Frequency (0.48) is more than double the impact of New Packaging on Consumption Frequency (0.22). .35 .46 Awareness of Communication PATH TO INFLUENCE CONSUMPTION FREQUENCY
  25. …And We Know What Messages Will Drive Those Sub-Components Most Effectively Consumption Frequency Brand Emotional Image Brand Connection with People Brand Affinity Coke is a refreshing drink Coke is great tasting Coke has a premium quality Coke gives me enjoyment anytime Coke is an uplifting drink Coke is cool Coke is for someone like me Coke is a brand you love Coke makes the moment more fun Coke really cares about customers and communities where they live Coke actively participates in recycling and environmental efforts Coke supports healthy, active lifestyles Coke is worth what you pay for Most likely to choose Coke Coke is favorite CSD brand Aware of TV ads for Coke Aware of Coke brand vending machines Aware of Coke sponsoring sports, community, culture, and charity events Brand Functional Image Company Image The three attributes under each factor are the most important ones in that area to help impact consumption frequency. Awareness of Communication PATH TO INFLUENCE CONSUMPTION FREQUENCY
  26. We Are Very Careful to Ensure that Our Communications Drive Brand Love After Before
  27. System ROI * by Media Vehicle PROPERTY TV FLEX TV DIGITAL CINEMA RADIO PRINT OOH/CDN OVERALL 1.66 Break-even line * ROI = (Incremental EQ Volume * System Gross Profit) / Spend
  28. Fusion Point 4 CHANNEL/CUSTOMEREXPERIENCES BRAND EXPERIENCES
  29. I’VE HEARD OF BRAND LOVE …but what is it? loyalty beyond reason …why should I care? it drives volume …and how do we create it? leverage the proven science and art of DNA
  30. THANK YOU For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com
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