ORION_Presentation_Team6

Editor's Notes

• #7: TARGET GROUP Age: 30+ Families with children aren´t our priority no. 1 anymore. Why? Because children usually don´t like too much cacao in a chocolate, they prefer rather milk taste. Focus rather on families with older children, single people. Important attitudes/values: People that prefer cacao taste (higher cacao share in chocolate). People that are nationalistic, i.e. they are proud of the Czech nation and therefore prefer honest and traditional Czech products. People that care about price. People that can enjoy one piece of chocolate longer.
• #9: STRATEGIES Focus on a shopper as well as a consumer (adults for themeselves, mums for their families). We suppose that cooperation with customers isn´t our key issue. PRODUCT   Address shoppers so that they would buy Orion instead of Milka. Targeting: People who buy chocolate randomly. People who aren´t committed to any brand. Approximately 40% f the Czech population. It´s necessary to communicate especially chocolate advantages so that people could identify themselves with the brand. Measures: Penetration (%) Action plan: Change packaging design, uniform communication campaign (will be specified later).   PRICE   Pay attention to the current price of Orion BL in certain stores, it mustn´t be higher than the price of its biggest competitor Milka (supposed that none of them is in promotion). This strategy is based on the fact that we have noticed in some stores that the price of Orion BL was higher than the price of Milka. Action plan: Merchandisers have to watch out the price and inform the appropriate sales reps if necessary. There is another question that we have to take into consideration: Should Orion response to the reduced price of Milka if it is in promotion? NO -> who likes Orion, buys it even for the original price. If shoppers hesitate between Milka and Orion in promotion, those who always prefer Milka and those who buy chocolate randomly, buy Milka anyway.   PLACE   Definitely continue with the current level of distribution, further try to focus on new distribution channels. Potential distribution channels: Czech Airlines – sky shop Trains – pendolino, EC, IC Buses – Student Agency Measures: Number of the first trialists (SA) Brand awareness (CSA, trains) Action plan: SA: hot beverages free of charge + small Orion chocolates (sampling + tasting) -> it would be also possible to buy chocolate here CSA: possibility to buy chocolate in terms of a sky shop   PROMOTION   Convince shoppers/consumers so that they would change their perception about the quality of the brand Orion. Measures: Brand health („spider“ – larger diffusion of key features) Action plan: Excellent communication campaign (will be specified more deeply later) TV spot – highlight positive results of blind tests Spaceshow „Hvězdná koleda“ - chocolate tasting, blind tests Consumer competition Promo actions – eps. blind tests in stores
• #11: BRAND ESSENCE Depicted in the form of the space galaxy Consists of 7 main features Tradition Local aspect Quality National pride Cacao taste Experience/Enjoyment Shopper/Consumer
• #13: PRE-EVENT COMMUNICATION BILLBOARDS where: the particular cities that are included in the roadshow timing: 1 month before the spaceshow starts Metro - Prague Trams – selected bigger cities: Plzeň, Brno, Ostrava, Praha, Liberec, Olomouc -> timing: always 2 months before the spaceshow starts RADIO ADVERTISING Radio Impuls – local (regional) radio broadcasting 5 times per day/ 3working days + Saturday/4weeks costs: http://www.impuls.cz/text/cenik/32 (source)
• #14: TV ADVERTISING 2 types: Shorter version General commercial Transmitted throughout the year Length: 20 secs Longer version Adjusted general commercial At the end there should appear a note about the upcoming event – Spaceshow „Hvězdná koleda“ List of cities where Orion trucks will arrive Specific dates when they will arrive „Come to convince yourselves to your cities.“ („Přijdťe se přesvědčit do vašich měst.“) Length: 30 secs Note: MP – the period around the spaceshow SP – the whole period of the year besides the period around the spaceshow March + April: 30s – 20s – 30s – 20s (change of longer and shorter version of TV commercial) November + December: 30s – 20s – 30s – 20s (change of longer and shorter version of TV commercial) Months that are not related to the spaceshow: TV commercial as a support of brand awareness
• #15: MAIN EVENT Orion Spaceshow – „Hvězdná koleda“ Key message: „Come to enjoy long-lasting cacao taste!“ („Přijďte si vychutnat dlouhotrvající kakaovou chuť!“)   Description: An event for the whole Czech Republic. It will také place twice per year – in the periods of Easter and St. Nicholas Day. Objective of the event: To make a traditional communication tool from this event because in these periods the connection with chocolate adventures appears as very actual and practical (many chocolate figures are usually given out: chocolate bunnies, chocolate Nicholaseses and devils, Christmas callendars). When? April – Easter Monday (25/4/2011) December – St. Nicholas Day (5/12/2011) -> Start approximately 3 weeks before planned traditional holidays. -> The entire event has to be tightly bound with traditional Czech holidays.   Where? (related only to one spaceshow) 18 Czech cities (2 trucks – 1 for Bohemia, 1 for Moravia) 9 cities in Bohemia 9 cities in Moravia Planned schedule: bigger cities (weekends), smaller cities (week days) – one day for a transfer   Accompanying activities (related only to one spaceshow): Orion truck – interior: Chocolate production – process description, presentation in the form of projection History of Orion – change of branding and packages throughout the years Hostesses Chocolate tasting Blind tests Racks with flyers (new consumer competition announcement, information + rules, prices) The whole afternoon should be moderated by a testimonial. Competitions for families, friends (unlimited regarding their age). Selling stand – chocolates can be also purchased, especially thematic chocolate figures, callendars. Consumer competition will be announced and initiated in terms of Easter spaceshow – important role of testimonial: Competition will be officially published Rules will be introduction Flyers will be given out
• #17: SPOTŘEBITELSKÁ SOUTĚŽ Name: „Koledování s Orionem“ Timing Between Easter and St. Nicholas Day spaceshow Rules Competition will be initiated in the course of Easter spaceshow, all consumers will be asked to start collecting packages from Orion chocolates BL Competition will be finished in the course of St. Nicholas Day, all consumers will be asked to personally hand over already collected packages at specially prepared stands in the particular cities. Obviously we would like to involve consumers from the whole Czech Republic, therefore the competition will be communicated in the nationwide media. Objective of the competition: To involve not only particular consumers but especially entire families and their closer friends. Prices: 25 pcs – Orion chocolate liquer 50 pcs – Orion desk game 75 pcs – Orion fondue set For each 75 pcs of packages that will be handed over by a single consumer, or even better by a family, will be granted 1 lot, after the competition will be finished, all lots will be mixed and then 1 winner will be drawn. Main price for such a winner: „Win for yourself, your family and friends a weekend stay at a cottage in the mountains!“
• #18: SALES PROMOTION January: x February: Lower price + Tasting with hostesses March: 2+1 free April: Easter promo action: 3 chocolates + special Easter package that consumers will be free to pick up at the information desk directly in a store May: 2+1 free June: Lower price July: x August: x September: Lower price + Tasting with hostesses October: 30 % for free (identified directly on the package) November: 2+1 free December: Lower price
• #21: EXPLANATION Sales 2010: slide 22 (price elasticity Orion BL) 2011: it results from already defined objectives and goals for 2011 that we will be expecting a certain growth of the MS: 8,9% - > 12% = 3,1 p.p., which is 35% (in comparison to 2010 planned sales should be 100 milion pcs higher) PFME 2010: an estimation which amount could be spent in 2010 2011: the amount that we would like to spend for our mrktg activities in 2011 (8,3% = 30 milions)
• #22: WEBSITES Proposed content Product portfolio Information about ongoing competitions Information related to other activities undertaken by Orion team (e.g. spaceshows) …
• #23: STORECHECK Important notes based on our observation Price of Orion BL mustn´t be higher than price of Milka we would recommend to send some sales reps to certain types of stores (esp. Billa) to check the price Milka´s block of chocolates usually shines strongly (thanks to the colour of its packages) in comparison to Orion we would recomment to redesign the package of Orion´s chocolates Milka generally occupies more space in terms of secondary placement in stores
• #25: MP – the period around the spaceshow SP – the whole period of the year besides the period around the spaceshow
• #26: MP – the period around the spaceshow SP – the whole period of the year besides the period around the spaceshow
• #27: MP – the period around the spaceshow SP – the whole period of the year besides the period around the spaceshow