Everyday Heroes Conference

Transcription

1 Everyday Heroes Conference

2 Before We Start:

3 California Almonds India Marketing Program

4 Marketing Objectives Increase consumption of California Almonds amongst current consumers Increase awareness of California Almonds outside of traditional holiday/festive season Increase awareness of California Almonds outside of traditional usage patterns

5 Diwali Campaign

6 Diwali Communication Strategy Build on the proposition of gifting good health during Diwali. Previous year s Festive creative continued this year.

7 Diwali Campaign TVC s

8 Diwali TV Campaign 8665 spots telecast from 15 th September to 25 th October (6 Weeks) Telecast on all leading GEC s: Colors, Zee, Sony Entertainment, Star Plus and Sab TV High frequency burst on Zee Cinema, Max, Filmy, Zee News, 9XM, India TV, Discovery, Zoom and Food. Reached regional audiences through Zee Marathi, Zee Talkies, and PTC Punjabi. Popular programs such as, Kaun Banega Crorepati, Big Boss, Balika Vadhu, Bade Achche Lagte Hain, Uttaran, Sathiya, Yeh Rishta Kya Kehlata Hai and Pavitra Rishta adopted. Some shows also ran the title, Brought to you by California Almonds for a period of 6 weeks, free of cost.

9 Diwali Print Campaign 9 print publications adopted. Titles: High reach daily supplements, Times of India Times Life and Hindustan Times HT Brunch Women centric magazines : Femina, Grihshobha, Grihlakshmi, Reader s Digest, Reader s Digest Food Special, Meri Saheli and Jagran Sakhi

10 Print Campaign Continued after Diwali December January

11 Influencing Nutritionists: Indian Dietetic Association (IDA) Journal

12 Third Party Research to Measure Impact and Effectiveness of Campaign

13 Ad Testing: Ad Recall 60% 50% 40% 30% 20% 10% 0% 56% Almonds have the highest recall (among dry fruits) for advertising seen or heard in the last three months Aided recall of TV advertisements was extremely high (76%) Brand California Almonds recalled at 22% Unaided 32% 20% 18% 13% 11% 10% 10% Aided TV and/or Advertorial Any TV TVC 1 TVC 2 TVC 3 Advertorial 77% 76% 53% 55% 57% 15% Aided Advertising Recall (i.e. remembered seeing specific ad shown) Badam 12% Recalled Hearing or Reading About (in the last three months) Califor nia 22% Don t Know 66% Brand Recall (among those remembering any TV ad) RQ14: In the past three months, for which dry fruits have you seen of heard of or read anything? RQ19 & RQ21b: Do you remember watching this ad on television within the last three months? RQ22: Do you remember seeing this ad or any similar ad in the newspaper/magazine in the last three months?

14 Ad Testing: Liking, Relevance, Comprehension, Believability Overall, respondents liked the ads and found them to be relevant, easy to understand, and believable Ad Performance (among those remembering any TV ad) n= % 98% 99% 92% 97% 95% 80% 60% 40% 42% 56% 53% 45% 46% 47% 47% 50% 55% 40% 2nd Box* Top Box* 20% 0% Liking Relevance Easy to Understand Believability New Information A1-A9 * Top and second box were most often very and quite or strongly and somewhat

15 Ad Testing: Message and Spokesperson Recall Among those recalling an almond ad on an unaided basis, 84% were able to recall a specific message Spokesperson recall was also extremely high (93% among those recalling a woman in the ad) Key Message Recalled % (among those seeing/hearing an ad for almonds in last three months) n=561 Any message 84% Karisma telling about almonds 20% Almonds are good for your health 20% Almonds should be gifted 20% Good for the mind 18% Good for the hair/skin 9% Gives strength 9% 87% of those recalling seeing an almond ad remembered that there was a woman in the ad (49% of the total sample) 93% of those recalling a woman in the ad recalled Karishma Kapoor (45% of the total sample) RQ16: What was the key message that you picked up from the advertising? RQ17: Please tell me whether there was a woman in the advertisement? RQ18: Can you tell me who the woman was in these ads?

16 Ad Testing: Spokesperson Liking, Relevance Karishma was very well-liked, especially among Mumbai respondents Total Ahmedabad Delhi Lucknow Mumbai n= (seen any TV) Like her a lot + a little 97% 95% 98% 95% 99% Like her a lot 51% 49% 42% 54% 62% Very + Quite suitable 99% 98% 99% 99% 99% Very Suitable 55% 52% 48% 48% 74% Agreement that Karishma was (among those remembering any TV ad) n=757 Convincing Confident Knowledgable Honest Irritating Boring 3% 2% 98% 97% 96% 95% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% B1c B4

17 Ad Testing: Impact Nearly 40% of those recalling a TV ad report being much more likely to eat almonds in the future as a result of the advertising How likely are you to recommend? n=757 Impact on intent to eat almonds n= % 96% 100% 93% 80% 60% 45% 80% 60% 55% 40% 20% 51% 40% 20% 38% 0% Advocacy 0% Intent Will probably recommend Much more likely Will definitely recommend Somewhat more likely C1: How likely are you to recommend almonds to your friends and family? C6: And how was your intention to consume almonds in the future affected by this advertisement?

18 From Gifting to Increasing Consumption Among Existing Users

19 Summarizing the Process Insight Mining Study (20 FGD s in 4 Markets) Insight Ranking Study (1322 respondents in 4 Centers) Creative Development Campaign Roll Out Creative Tweaking as per findings Creative Testing Study (12 FGD s in 4 Centers) *4 centers used across researches are: Delhi, Mumbai, Lucknow and Ahmedebad

20 Factors Driving Consumption of Almonds Memory/ Brain (17) Hair/ skin (14) Taste/ Garnishing (13 ) Factor Hierarchy Weighted Scores Aspirational (12) Energy (11 ) Anytime any day (11) Question. Now I shall read out some statements related to various benefits provided by dry fruits and some other items that are available in the market. As I read out each statement, please tell me to which of the following items do you associate this statement with. Please note that you can choose multiple responses for each statement and in case you feel that any statement doesn t apply to any item then you can also choose none. Heart Related (8 ) Weight management (7 ) Preventive (6 ) *as recommended in the Insight Ranking Study Bones strength (1 )

21 Insight Used and Brand Proposition Insight Used: I am the caretaker of the family s health, hence I will do what it takes to keep them and me healthy and energetic Brand Proposition: I ensure daily consumption of almonds by my family members (including me), to enable each of us to achieve success in whatever we do. Success is a result of energy that allows each and every member of my family to make most of the opportunities that come their way through physical stamina and mental agility.

22 Winning Creative Idea Almonds, a Mom s Way of Saying I Care A mother s love leaves an indelible imprint on a child s life. She believes in him, more than anyone else. She encourages him, to follow every dream. Be victorious. She protects him, and she nurtures him with the goodness of almonds, to make every dream come true. Her love and the nourishment of almonds every morning, help shape him into the person he becomes.

23 Brand Film: Traditions and Energy

24 Media in Use Over 8300 spots to be aired during February March Leading GEC s Colors, Zee, Sony Entertainment, Star Plus and Sab TV Other channels: High frequency burst on Set Max, Filmy, Zee News, 9XM, India TV, Discovery, Zoom and Food Food. Regional Channels: ETV Marathi, Mahuaa TV and Star Pravah. Popular programs include: Balika Vadhu, Badhe Acche Lagte Hain, Havan and Uttaran.

25 Brand Film Extension: Classroom Same idea as current campaign, executed to highlight existing belief that almonds are good for brain. Mother/nurturer and mother child relationship dramatized in context of academics success. Media Planned 5000 spots planned for 1 month post completion of current campaign. Leading GEC s: Star Plus, Colors, Sony and SAB TV Others: Zee Cinema, Filmy, SET Max, India TV, Zoom and Discovery.

26 Brand Film Extension: Classroom

27 Summer Campaign: Encourage Consumption during Summer Months Campaign under development

28 Building Knowledge Through PR

29 Key Press Office Activities Build Knowledge Through Press Notes Health benefits of almonds International studies on health benefits of almonds for diabetes and weight management (Mattes Study) Benefits of almonds during winters Almond health benefits factsheet Leveraging Occasions Festivals :Rakhi, Ramdan, Diwali & Christmas World Days : World Diabetes Day, World Heart Day, Nutrition Week & World Obesity Day.

30

31 Recap of Enhanced India Marketing Program Communication supporting regular consumption beyond peak festive period Building of consumption in Summer Insights through research being leveraged for maximum impact Enhanced support

32 Almond Board of California: Overview

33 Thank You