Persil Sports Kits for Schools Campaign

Transcription

1 Persil Sports Kits for Schools Campaign Driving Value into the Laundry Category Shopper Marketing Homecare: Kathryn Dodd

2 MARKET OVERVIEW

3 THE CULTURE OF CONSUMPTION TODAY Rise of the discounters Lack of loyalty to 1 brand Price Savvy Shopper Number of promotions Bulk Buying

4 THE RETAIL LANDSCAPE Bulk buying driving category growth CATEGORY IN +2% VALUE GROWTH DRIVEN BY WOP AS FREQUENCY SUFFERS Sustainable growth? 84% OF LAUNDRY VOLUME IS SOLD ON PROMO 22% Increase in Promotional intensity in the last 4 years

5 THE NEW FACE OF THE EVER CHANGING CONSUMER Only 1 in 3 consumers is loyal to a single Laundry brand Brand repertoires have increase almost +20% in the last 3 years

6 SOLUTION HOW THINGS ARE State of the nation 1. Market growth: Driven by Bulk buying & Bigger Packs at lower price 2. Value being driven out of category: 84% of Volume sold on deal 3. Consumer Loyalty: only 1 in 3 customers remains brand loyal ACTION NEEDED Drive Value back into the category 1. Drive Loyalty back into Brands & Retailers. 2. Give consumers something worth paying more for, (above and beyond a good deal) 3. Move away from Bulk Buying, drive usage, frequency of purchase & trade up 4. Help Retailers Win with the right kind of consumer

7 WHO ARE WE TALKING TO?

8 MUMS WITH YOUNG FAMILIES 26% of Value Sales come from young families in Household Segment Loyal shopper segment focus on retaining & driving that loyalty Persil Families are valuable to retailers High Basket Spend Frequency is reducing due to bulk buying Young families are spending 7% less on Persil in last year

9 WHAT S IMPORTANT TO THE IRISH SHOPPER & RETAILER? Shopper Retailer 82% of Mums will buy into brand competitions if it benefits her or her family Shoppers are willing to pay full price for a product if it supports a charity or local, community initiative Key focus is finding ways to retain existing shoppers to create a strong loyalty base Supporting the local community is one of the key strategic pillars for many retailers

10 THE ACTIVATION

11 PERSIL CREDENTIALS Persil s key message is all around Dirt is Good Focus on healthy child development through Out Door Activities Make Mums live easier with Persil removing stains even in a quick wash

12 PERSIL SPORTS KITS FOR SCHOOLS CAMPAIGN What is it? Persil Sports Kits for Schools Win School Sports Kits for your child s school sports team. Kits include Jerseys, shorts, hoodies socks & sports bags. Competition open to any preferred school sports. Strategy An 8 week Buy, Scan, Win Mechanic in Stores nationwide excluding Dunnes Stores supported by Radio, OOH, Press & PR to achieve objectives

13 DRIVE A LOCAL, COMMUNITY INITIATVE Kits Details Win School Sports Kits for your child s school sports team. Kits include Jerseys, Shorts, Hoodies & Sports bags. Each Kit contains sets of sports attire. 30 schools won O'Neill's Collaboration to produce well know, quality kits that Mums recognise

14

15 2015 LAUNCH VIDEO

16 8 WEEK MARKETING CAMPAIGN Local Radio Advert TV Advert PR Support In Store Activity Press Social Media & Local Website Outdoor Proximity Advertising

17 INSTORE SUPPORT

18 INSTORE SUPPORT

19 DIGITAL

20 WELL KNOWN, LOCAL AMBASSADORS

21

22 COMMERCIAL RESULTS 56% Uplift in Sales during the promotional period versus last year Market Share increase after the campaign 6%

23 RESULTS 11% increase in EPOS 25% Increase in shoppers to the brand Spend per shopper increased 9%

24 RESULTS 15K young families brought into the activity Frequency increased +4%

25 Next Steps The success of the 2015 campaign has now secured a year 2 campaign in 2016 The campaign has achieved retailer support who see the value of the campaign Creates a robust promotional strategy driving value to the laundry category Opportunity to build repertoire across Unilever laundry brands

26 Top Tip Know your target shopper Understand their triggers & barriers to unlock growth Ensure you are talking to your target shopper in the right communication channels