Beruflich Dokumente
Kultur Dokumente
The marketplace is a social system in which customers, companies and media interact.
In 1926, in order to use up the surplus milk and cream that was produced during the spring and summer, the three Hughes Brothers took another momentous decision they began to manufacture ice cream. From this small, family run operation, Irelands favourite ice cream brand, HB, was born.
The HB brand acts as an umbrella for a wide range of products In Home ranges Hazelbrook Farm, Viennetta, and Carte Dor Out of home ranges Magnum, Solero Cornetto, Kids and Classics
Long heritage in the Irish market; since 1926 our ice cream 1973 the brand was bought by Unilever Late 1990s, Unilever decided to introduce a new brand identity
MAIN OBJECTIVE
Introduce a new brand identity for HB ice cream across Europe
BUSINESS OBJECTIVE
Grow the category by increasing ice cream consumption
MESSAGE OBJECTIVE
To touch the emotions of the audience
Housewives with children In home products Young adults aged 15 34 Out of home products
The logo that HB ice cream has been familiar to the Irish community for 30 years
The new design continued to use the familiar HB initials but replaced the oval with a heart shape
THE MESSAGE
The design sought to communicate THE VALUES OF NATURAL TOGETHERNESS AND LOVE
natural togetherness focusing on people enjoying ice cream in a social, interactive environment
Utilized a major public event to spearhead the campaign and involve the audience
Use of Valentines Day weekend as a launch platform to create rapid and widespread awareness, excitement and recognition
Supported by advertising
Combination of 3 elements:
TV spot
The Love Weekend to create Irelands first-ever themed weekend on Irish TV Sponsorship stings TV spots announcing HBs sponsorship of Love Weekend Newspaper TV Listings printed over colored watermarks of the HB heart logo
Change of logo in point-of-purchase displays and packaging, branded litter bins, window stickers, HB branded freezer cabinets
Teamed with Dublin film-production company to project video images on large outdoor screens or walls
Love Weekend TV reminders ads projected on large walls at city center locations on Valentines night (Dublin, Cork, and Belfast)
Hit squads in each location, distributing HB passion test cards and questionnares that tested the passion in ones life Color ad leading into TV listings that offered the chance to win a family holiday
EVALUATION
Half of all Irish recognized the new symbol 70% of the 15 24 age group were aware of the logo 75% immediately associated the logo with HB Ice Cream Because of this success, HBs strategy now include launching the new impulse season each year with a Valentines weekend themed TV event.
Popularized by Jan Carlson, former chairman of Scandinavian Airlines System (SAS) Customer-company interactions or moments of truth on-time departures and arrivals, careful handling of luggage and courteous interactions Messages are delivered at these touch points are more powerful
There are many kinds of brand messages Media is not the exclusive means by which customers come in contact with a brand message
Any communicated message contributes to brand knowledge, either awareness or composition of the brands associative network
Company-created company controlled and regulated messages Intrinsic different objective; communicates something about the brand Unexpected communicates about the brand without the control of the company Customer-initiated under control but are uncertain
The main role of the company in these touch points is to RESPOND Messages communicated in these touch points must be INTEGRATED to ensure CONSISTENCY
THE ADVANTAGE
The messages are all planned and controlled to reach their target audience
SENDER - COMPANY
initiator of the message Decide what idea or statement to disseminate Transform this message into a concrete idea that can be communicated (encoding process)
MESSAGE
Idea encoded in a combination of words, pictures, actions, symbols and/or events use words, pictures and other cues whose meanings are shared by members of the intended audience MC MESSAGE anything that talks about a brand, such as newspaper ads, radio commercials, direct-mail pieces, sales clerks, or customer service
RECEIVER - CUSTOMER
means by which a message is delivered (letter, e-mail, radio, television, newspaper, telephone, an event) anyone who is exposed to a message
Once the message has been received, they must DECODE it process of interpreting what a message means
FEEDBACK - RESPONSE
NOISE - INTERFERENCE
Interferences or distractions that can negatively affect the transmission and reception of a message IMPACT is necessary to overcome noise
Coffee Beanery caf that serves customers all day at one end of the showroom
A culture that appeals to Philippine sensitivities Conservatory safety, protection of the environment, social values and support for the arts Holds concerts by local bands
SOURCE
Messages can range from creating simple awareness to an entirely new position; in between is creation of an association in the minds of the receiver (perception) Perceived integrity of the sender (CREDIBILITY) Building brand trust Multiple proof points Good corporate citizens - CSR
ENCODING
Thorough understanding of the target audience to ensure intended meanings when decoded Select one and only way to communicate an idea which is noticed and understood Awareness of the FRAME OF REFERENCE of the target audience; people assumed to receive and understand the message
other factors
Channels that link companies and customers PSYCHOLOGICALLY and PHYSICALLY Each medium has an image which communicates another message medium is the message
NOISE - clutter
2003 Honda and Toyota pulled out their US TV commercials during the first days of war against Iraq
IMPACT
the first and last thing you see, hear, or read are more likely to be remembered than all the messages in the middle
Penline tape
TYNANT water
Jumbo Muffins
TIDE
The Economist
Coops paint
Kill Bill ad
Target audience group that has significant potential to respond positively to a brand message
1.
2. 3.
Does the message actually reach the receiver mentally? Once the receiver has taken notice of the message, it must be decoded Psychological response of the receiver and the effect of the decoded message
For decoding to be successful, there should be shared meaning between source and receiver
Shared understanding of symbols result of common fields of experience between encoders and decoders (codebook)
Receivers field of experience and immediate needs, wants and concerns
Thorough understanding of the customers, empathizing with them, speaking their literal and emotional language STRATEGIC REDUNDANCY saying the same thing in several different ways Strategic redundancy by coordinating all the messages delivered
Keeping messages simple KISS keep it simple, stupid The simpler the messages thought and execution, the easier it is for receivers to grasp the main point
FEEDBACK
To minimize miscommunication, monitor the perception customers have about the brand
Customer perceptions is an important source of feedback; first step in evaluating success of brand messages
Types of feedback
Immediate soon after a brand message is received Delayed given at a later time No feedback rarely a desired response yet meaningful and important
Demand pricing
When capacities decrease, prices are raised to maximum revenue return on products being sold
Airlines Oil and Gas Prices Coca-cola vending machines
They are important because direct interaction with other people is about the strongest type of messages you can receive
IKEA
Purposeful dialogue communication that is mutually beneficial for the customer and the brand
Interactivity two-way communication that sends and receives messages from customers and other stakeholders
4 Rs of purposeful dialogue
Ex. The Bombay Company Well take the thing back with no hassle, no questions, no guff about it wheres the receipt? The cost of that is peanuts compared with what you gain in customer loyalty
RECOGNITION company acknowledgement of purchases and of the customers interaction history with the company
RESPONSIVENESS a reaction that produces customer satisfaction after a customer-initiated company contact Ex. Texas instruments
RESPECT consideration and not hammering customers with advertisements and other messages in which they have little interest
Ex. Southwest Airlines We dont have a marketing Department, we have a Customer Department Heb Kelleher, CEO
EVERYTHING COMMUNICATES