Embed Size (px)
Citation preview
Jubilee Competitive review September 2013
Market snapshot
Trends of market
Quality & health benefits (choosey consumer)
Trends of market
Trust to tradition of national kitchen (world well-known taste; perfect
ingredients from country famous in some specific aspects)
Trends of market
“Fitness” trend (less calories, replacement from sugar to fructose)
Trends of market
Fast cooking
Advertorials review
Competitors of Jubilee Traditional
Main trend in category that not communicated
Pack & size (big packing of 250-300 gr. on small price; petite cookies for office tea break)
Maping
Origins claim Naturalness Family values Perfect with tea Unique tastes
and components
Lubyatovo
Bryankonfi
7 Days
Mulino Bianco
Codes of the category
Naturalness – wheat field Origins claim Perfect with tea - tea occasion
Codes of the category
Unique tastes and components Family values – all the family have tea-break
Product: Lyubyatovo
Campaign message: Natural
taste and health benefit
RTB: Keeps all the best from
nature
Tone of voice; Kind, family-
oriented
Head line: From the heart of
Russian fields
TVC 2013
BTL 2013
Product: Lyubyatovo
Date: 18.02 – 18.08
Mechanics: Register a code,
write a story about your family
cottage and win the repair of
summer residence
BTL 2013. Internet support
BTL 2013
Product: Lyubyatovo
Date: 18.08 – 10.12
Mechanics: Find a unique
code inside the packaging;
Register code on the site
www.lubyatovo.ru or SMS to
the number 5400 and
participate in the prize draw!
Product: Bryankonfi
Campaign message: Quality
product for family tea break
RTB: Done like homemade
food, ecological product
Tone of voice: Kind, family-
oriented
Headline: Legendary brand,
perfect quality
TVC 2013
Product: 7 Days
Campaign message: Best for
tea break
RTB: The perfect combination
of pastry and filling, sweet taste
Tone of voice: Kind, soulful
Headline: The soul of tea party
TVC 2013
Product: Mulino Bianco
Campaign message: Perfect
Italian taste
RTB: Every taste have his own
product story
Tone of voice: Kind, soft
Headline: Mulino Bianco -
The truth Italian taste
Press 2013
Competitors of Jubilee Morning
Maping
Origins claim Naturalness Family values Time economy
Health and wellness
Unique tastes and
components
Bystrov
Actimel
Nordic
President
Skoroeshka
Ehrmann
Codes of the category
Naturalness – product storyOrigin claim - Finland’s rough naturalness
Codes of the category
Family values - mother and child bonding Time economy
Codes of the category
Health and wellness – packshot and headline Give us strong association with healthy lifestyle
Unique tastes and components – ingredients comparing with usual subjects
Product: BystrovCampaign message: Normalizes work of the bowel
RTB: Contain probiotic
Tone of voice: Scientific
Headline: Perfect in the Lent. The
quality of Nestle
TVC 2013
TVC & Radio 2013
Product: Nordic
Campaign message: Organic,
diversity of tastes, health benefit
RTB: Finish quality
Tone of voice: Austere Nordic
humor
Headline: Hot Finish porridge
TVC 2013
Product: President
Campaign message: Good
breakfast creates good mood for
all your working day
RTB: Perfect of ingredients and
quality control
Tone of voice: Rational,
optimistic
Headline: Breakfast that create
my day
Product: Skoroeshka
Campaign message: Quick
decision for breakfast
RTB: Useful composition:
oatmeal porridge, vitamins, fruits
and berries
Tone of voice: Optimistic
Headline: Have breakfast?
Product: Ehrmann
Campaign message: Quality
production with big history
RTB: 3 times more milk in
yogurts
Tone of voice: Kind, family-
oriented
Headline: Light and useful
breakfast for 5 minutes!
Press 2013
Product: Actimel
Campaign message: Immunity
protection
RTB: Contain lactobacterium
Tone of voice: Kind, family-
oriented, scientific
Headline: The breakfast for
immunity
TVC 2013
Product: Actimel
Campaign message: Immunity
protection
RTB: Contain lactobacterium
Tone of voice: Kind, family-
oriented, scientific
Headline: The breakfast for
immunity
TVC 2013
Competitors of Jubilee with fruit and berries
Maping
Scientific proof Naturalness Family values Health and
wellness Joy of life
Sharmel
Nestle Fitness
Velle
Danissimo
Ehrmann
Activia
Bio Balance
Chudo
Bio Max
Codes of the category
Scientific proof – the graphics show how useful elements are working
Naturalness - Ingredients display
Codes of the category
Family values
Health and wellnesspackshot and headline give us full information Joy of life
TVC 2013
Product: Sharmel
Campaign message: Pleasure
especially for women, not
damage figure
RTB: Light texture
Tone of voice: Humor and
affectedness
Headline: Small fun for woman
Outdoor 2013
TVC 2013
Product: Nestle Fitness
Campaign message: Get your
perfect shape in 14 days
RTB: Made from whole grains
Tone of voice: Optimistic
Headline: 14 days fitness
program. Nestle's quality
Product: Velle
Campaign message: Taste and
health benefit
RTB: Contain oatmeal, fruits and
probiotics
Tone of voice: Romantic
Headline: The harmony of taste
and benefit
TVC 2013
TVC 2013
Product: Danissimo
Campaign message: You can
eat Danissimo even in the
evening with pleasure
RTB: Contain light curd, fruits
and sweet cream
Tone of voice: Romantic
Headline: Carefree joy
Press 2013
Product: Ehrmann
Campaign message: Quality
production with big history
RTB: 3 times more milk in
yogurts
Tone of voice: Kind, family-
oriented
Headline: Want something tasty
and nature?
Product: Activia
Campaign message: Good
alternative for snackRTB: Contain bifid bacteria
Tone of voice: Optimistic,
scientific
Headline: Benefit snacking with
Activia
TVC 2013
TVC 2013
Product: Bio Balance
Campaign message: Important
part of healthy nutrition
RTB: Contain lacto bacteria
Tone of voice: Scientific
Headline: Meet city spring with
Bio Balance
TVC 2013
Product: Chudo
Campaign message: Help to
satisfy hunger and feel the care
of your relatives
RTB: Sweet texture with fruits
Tone of voice: Family-oriented
Headline: My favorite Chudo
TVC 2013
Product: Bio Max
Campaign message: Help to
avoid digestion problems
RTB: Contain pectin and inulin
Tone of voice: Optimistic
Headline: Fill every day of life
Thank you!
