OMD MD | PHD group for Adam Smith conference 2013

1. FMCG
effective
communication
drivers
Sergey Matveyuk,
Analytics & Insights Director
Brandscience

2. FMCG from Media point of view

3. The consumer considers
an initial brands, based on
brand perceptions and
exposure to recent touch
points
Consumers add
subtract brands as they
evaluate what they want
After purchasing a product or service, the
consumer builds expectations based on
experience to inform the next decision journey
Ultimately, the
consumer select a
brand at the moment
of purchase
Info search plays
a small role in grocery
~12%did some research
prior to purchase
Product purchase cycle
Package | Brandname
Impulse | planned purchase
Retail | Private labels
…
FMCG from Media point of view

4. The consumer considers
an initial brands, based on
brand perceptions and
exposure to recent touch
points
Consumers add
subtract brands as they
evaluate what they want
After purchasing a product or service, the
consumer builds expectations based on
experience to inform the next decision journey
Ultimately, the
consumer select a
brand at the moment
of purchase
Product purchase cycle
Package | Brandname
Impulse | planned purchase
Retail | Private labels
…
FMCG from Media point of view

5. The consumer considers
an initial brands, based on
brand perceptions and
exposure to recent touch
points
Consumers add
subtract brands as they
evaluate what they want
After purchasing a product or service, the
consumer builds expectations based on
experience to inform the next decision journey
Ultimately, the
consumer select a
brand at the moment
of purchase
Product purchase cycle
Package | Brandname
Impulse | planned purchase
Retail | Private labels
…
FMCG from Media point of view

6. FMCG from Media point of view
Product purchase cycle
Package | Brandname
Impulse | planned purchase
Retail | Private labels
…
Impulse
FMCG
Occasional
Consumer
Durables
Routine
Planned

7. FMCG from Media point of view
Product purchase cycle
Package | Brandname
Impulse | planned purchase
Retail | Private labels
…
Impulse
FMCG
Occasional
Consumer
Durables
Routine
Planned

8. FMCG from Media point of view
Product purchase cycle
Package | Brandname
Impulse | planned purchase
Retail | Private labels
…
Impulse
FMCG
Occasional
Consumer
Durables
Routine
Planned
Brand Awareness
Rational benefits
Quality reassurance
Brand Awareness
Differentiation from competitors
Reminder
OOH
VNP CinemaOnline
Special projectVNP
TV

9. Impulse
FMCG
Occasional
Consumer
Durables
Routine
Planned
Brand Awareness
Rational benefits
Quality reassurance
Brand Awareness
Differentiation from competitors
Reminder
OOH
VNP CinemaOnline
Special projectVNP
TV
PrivateLabelShareofTotalMarket
Total FMCG - Private Label (PL) Share and Evolution
PL VALUE share 2012 and share evolution vs. year ago
PL UNIT share 2012 and share evolution vs. year ago
FMCG from Media point of view
Product purchase cycle
Package | Brandname
Impulse | planned purchase
…
Retail | Private labels
http://www.iriworldwide.eu/Portals/0/articlepdfs/PrivateLabel/PrivateLabel_2012_FullReport_Final.pdf
http://www.pwc.ru/ru_ru/ru/retail-consumer/assets/private-labels-eng-may2011.pdf

10. PrivateLabelShareofTotalMarket
Total FMCG - Private Label (PL) Share and Evolution
PL VALUE share 2012 and share evolution vs. year ago
PL UNIT share 2012 and share evolution vs. year ago
FMCG from Media point of view
Product purchase cycle
Package | Brandname
Impulse | planned purchase
Retail | Private labels
…
Private Labels
discount vs. Branded
~30%
The level of
penetration
of Private Labels in
Russia doesn’t exceed
3%

11. FMCG from Media point of view - IMPLICATIONS

12. IMPLICATIONS – Insight Focused

13. • Energy drinks MARKET was OCCUPIED mostly by 3 strong
players and few others cheap analogues;
• Players were mostly communicated in sport, extreme and
creative/fun areas;
• There was launched new brand at the end of 2012 – E-ON –
that is about dynamic lives in megapolis, full of EXPERIENCEs,
emotions and VITALITY;
• So it was a key challenge to SET UP a new NICHE for the
product and keep there leadership position;
• To succeed challenge, communication strategy was separated
on two parts: BUILDing brand AWARENESS and CREATing
right brand POSITIONING.
E-ON. LIFE’S ON
launch of new energy drink

14. NATIONAL TV
Perviy channel, STS, TNT, NTV
NONAIR TV
RBC, Moscow-24, Russia-24, Rain, Discovery Channel and others
INTERNET
Esquire, Slon, Timeout, Afisha, Facebook and others
PRINT
Forbes, Harvard Business Review, Esquire, GQ and other
OOH
E-ON. LIFE’S ON
STAGE I: build brand awareness

15. NATIONAL TV:
Perviy channel - integration with sponsor spots into
“Gorodskie pijoni”
INTERNET:
LookAtMe - Creating unique branded stream ‘Move on’
with regular posting about people who gain the goal
EVENTS – PARK LIVE
Creating multifunctional zone ‘E-ON Smart Park’ where
people can look though relevant TA magazines, get
detailed info about fest and use ON gadgets
EVENTS – PICNIC.AFISHA
Executing special multimedia space in collaboration
with Hopes & Fears and Silver Rain
E-ON. LIFE’S ON
STAGE II: create right brand positioning

16. 4th
place in premium
segment
Brand awareness
among energy drink consumers
16%

17. IMPLICATIONS – Video Neutral Planning

18. Video Neutral Planning
8%Share of FMCG
spends in digital
PROCTER & GAMBLE 25,6%
DANONE 17,3%
MARS-RUSSIA 10,9%
UNILEVER 8,7%
L'OREAL 6,6%
MONDELEZ 5,7%
HENKEL GROUP 5,3%
PHILIP MORRIS 3,6%
BEIERSDORF 2,9%
JAPAN TOBACCO INC. 2,7%
Other 10,7%

19. Brand Health &
Ad Performance Monitoring
IMPLICATIONS – Data Driven

21. Video Neutral Planning

22. Video Neutral Planning

23. Video Neutral Planning

24. Video Neutral Planning

25. Video Neutral Planning

26. PROCTER & GAMBLE 25,6%
DANONE 17,3%
MARS-RUSSIA 10,9%
UNILEVER 8,7%
L'OREAL 6,6%
MONDELEZ 5,7%
HENKEL GROUP 5,3%
PHILIP MORRIS 3,6%
BEIERSDORF 2,9%
JAPAN TOBACCO INC. 2,7%
Other 10,7%
Video Neutral Planning
8%Share of FMCG
spends in digital