Skittles Gummi Launch Strategy Creative Prez会员免费

S T R A T E G Y & C R E A T I V E P R E S E N T A T I O NGUMMI LAUNCH2 0 1 9 . 1 2 . 1 3 | P r e p a r e d b y D D B G Z

AGENDAUNDERSTANDING YOUR BRIEF TO US IDENTIFY THE COMMS TARGETUNDERSTANDING OUR TARGET AUIDENCESSORT OUT THE PRODUCT USPOUR STRATEGIC THINKINGSTRATEGIC AND CREATIVE DIRECTIONSCREATIVEDISCUSSION

UNDERSTANDING YOUR BRIEF TO US梳理简报

BUSINESS BACKGROUND & OBJECTIVESkittles’ ambition is to become the dominant FC category leader. However, Skittles has achieved it in the chewy segment with over 50% importance. Gummi is the fastest growing segment in FC category while Skittles has no presence. Also Skittles is facing penetration drop due to lack of premium offerings to attract the growing premium buyers. So in order to regain growth momentum, Skittles wants to launch a Gummi NPD to drive penetration in Gummi segment and premium buyer group.

PORTFOLIO STRATEGYChewyGummiVolume builderIncremental driverRoleDrive penetration of Skittles overall brandDrive penetration of gummi segment and premium buyersSource of Business4.5 RMB / 45g8.9 RMB / 50gPriceProduct

OUR TASKCLEARLY IDENTIFY AND ESTABLISH THE DIFFERENTIATION OF SKITTLES GUMMI TO RECRUIT NEW SKITTLES BRAND USERS FROM PREMIUM BUYERS

IDENTIFY THE COMMS TARGET对于彩虹糖新品 – 小彩弹来说， 我们应该抓准核心的高端购买人群进行沟通找准沟通人群

WE WANT TO UNDERSTAND WHO THOSE PREMIUM SNACK BUYERS ARE, BUT WE LACK THE COMPREHENSIVE MARKET DATA TO FIND OUT THIS TARGET GROUP.

HOW WE IDENTIFY THE PREMIUM GUMMI BUYERSWe study how UHA succeed in establishing the premium gummi segmentation and try to find our own way to identify the premium gummi buyers. CNRS Data UHA CONSUMERS PROFILE from 2015 to 2017 * UHA launches 酷露露 in China at the 2nd half of 2016

ACCORDING TO BAIDU SEARCH INDEX酷露露悠哈UHA0000.0490.009021.31%17.47%20.25%50.82%52.11%36.71%21.31%29.52%43.04%≤1920-2930-3940-49≥50≤19 AND 20-29 ARE MOST INTERESTED IN KNOWING UHA GUMMI PRODUCT. Source: Baidu Search IndexKEYWORDS SEARCHERS BY AGE

SKITTLES IS STRONGER IN ATTRACTING GATEKEEPER TARGET GROUP 65+60-6455-5950-5445-4940-4435-3930-3425-2920-2415-19CONSUMER AGE DISTRIBUTION11.2%25.2%16.9%11.3%11.7%10.3%5.0%3.6%2.9%1.6%0.6%-12.0%-20.0%-17.4%-12.9%-12.3%-8.8%-5.4%-4.1%-3.5%-2.3%-1.4%SKITTLESUHAGATEKEEPER PROPORTIONUHA IS ABLE TO ATTRACT MORE 20-24 CONSUMERS THAN SKITTLESGK 42.8%NGK 57.2%NGK 61.2%GK 38.8%Source: CNRS; 2018

ACCORDING TO UHA CONSUMER DATA FROM 2014 TO 201715-1920-2425-2930-3435-3940-4445-4950-5455-5960-6465+1.6%1.8%2.9%5.0%6.7%9.6%9.7%10.4%13.2%22.8%16.2%0.9%2.3%2.7%4.3%7.1%7.7%11.9%11.6%13.5%23.7%14.3%0.3%1.8%5.5%4.8%8.0%8.5%10.6%11.4%12.8%23.9%12.5%0.9%2.3%3.9%5.3%8.3%8.3%9.2%10.7%14.8%23.6%12.7%2014201520162017* P1Y PENETRATION – UHA BRANDSource: CNRS; 2014 - 2017MORE AND MORE 15-19 AND 25-29 CONSUMERS BUY UHA PRODUCTS AFTER THE GUMMI LAUNCH (2nd OF 2016)Index number for 40-44 is under average

Source: Nielsen Retail Audit - 2017ACCORDING TO CMI REPORTUHA GAIN...