Embed Size (px)
Citation preview
1
Bordeaux, January 17th and 18th
PERNOD RICARD SWEDENIntervention M2 WINE - Bordeaux International Wine Institute
2
-10-10.05: Introduction
-10.05-11.30: Company and brands presentation
-11.30-11.45: pause
-11.45-13: Inter-cultural management France-Sweden
-13-14: Lunch
-14-15.45: The Absolut case
-15.45-16.00: pause
-16-17.00: Trend Book 2012
Intervention M2 WINE - Bordeaux International Wine Institute
Agenda
3
Intervention M2 WINE - Bordeaux International Wine Institute
Pernod Ricard Company presentation
4
1805
1932
A little history
1975
5
2000
€1.8 Bn
SEAGRAM 2001
2003 FY 07/08ALLIED DOMECQ 2005
€3.4 Bn €6.6 Bn
VIN & SPRIT 2008
2008
€300 M €740 M €1,520 M
+ =
PR globalCo-leader
FY 09/10
€7.1 Bn
€1,795 M
Three ‘Big Bangs’ in less than 8 years
** Operating profit W&S* W&S sales
NET SALES* (€Bn):
PROFIT** (M€):
6
104
93
3530 30
Volume of spirits: in millions of 9-litre cases (1)
Co-leader in the spirit category
Western Style Spirits – Ranking among International groups
16 17 7 7 5 N° of Top 100 brands
(2) Source : Impact published in 2010(1) Source : PR Market View, based on IWSR data ending 2009 – “Western Style spirits” excluding RTD, wines, wine-based aperitifs & agencies brands. – Ranking among international groups. PR portfolio at 30/06/10.
7
Volume of champagnes
Source: PR Market View, based on IWSR data ending 2009. Champagne
n°4 in the champagne category
4.0
1.61.4
0.8 0.7 0.6
Volume of champagnes: in millions of 9-litre cases
8
58
3734
22
1612
Volume of branded quality wines > US$3
n°4 in the wine category
Volume of wines: in millions of 9-litre cases
Source: PR Market View, based on IWSR data ending 2009 – Branded bottled still wine (brands priced > US$ 3) & sparkling wine (brands priced > US$ 5). Ranking among international groups. Pernod Ricard Portfolio at 31/12/09
3
Differences & similarities in French & Swedish business culture
Intervention M2 WINE - Bordeaux International Wine Institute
Inter-cultural management
2
European Business case by Colin Moon:
What if your boss ask you what you think about his opinion and if you totally disagree?
“That’s an interesting idea”
“Let’s arrange another meeting”
FRENCH - SWEDISH MANAGEMENT, SOME THOUGHTS…
French and Swedish way to handle:
• Time:⌐ Linear vs cyclical ⌐ Work –life balance
• Hierarchy⌐ Decision process⌐ The role of the boss⌐ Power distance
• Conflict
French and Swedish way to handle time
Germany Sweden/Norge DK Czech R. France Turkey
1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 10
Time is concrete/limited Time is elastic/plentiful
Inflexible schedules/deadlines Flexible schedules/deadlinesAble to predict/forecast Believe in fateOne task at a time Multiple tasks at a timeChanges/deviations unwelcome Changes/modifications unavoidable
___Linear time___ ____Cyclical time______
French and Swedish way to handle time-work-life balance
“The Swede is very keen to find that comfortable work-life balance. Work is OK as long as it doesn’t interfere too much with his free time”
Colin Moon “the secret file”
French and Swedish way of handling hierarchy-
Decision process
French and Swedish way of handling hierarchy-Decision process
“As a Swede sees it, it is better to debate a question without settling it than to settle a question without debating it” …
…”then they compromise. The word compromise is music to a Swede’s ears”
Colin Moon “the secret file”
French and Swedish way of handling hierarchy-Role of the boss
Should the boss have all the answers?
Japan 78%Russia 74%China 73%Ukraine 72%France 61%Estonia 46%
Netherlands 38%Finland 24%Denmark 23%Norway 16%Sweden 7%
Source: Time Magazine
French and Swedish way of handling hierarchy-power distance
Sweden Finland Italy Spain France Russia
1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 10
Responsibility delegated to many Power in the hands of a few Boss can be questioned Boss’s word is final Boss - consultative democrat Boss- authoritarian/caring father Leadership by communication/motivation Leadership by personality/charisma
Low power distance High power distance
French and Swedish way of handling conflict
French and Swedish way of handling conflict
“Being neutral and avoiders of conflict, the Swedes are careful not to express an opinion. This may lead to heated discussion, which Swedes consider hysterical behavior ”
Colin Moon “the secret file
Conclusion: the best off
« If God had been a Swede there wouldn’t have been the ten
Commandments but the Ten proposals, to be discussed in
small groups at the next kick-off with Moses the team leader”
Colin Moon
68
3
Absolut Vodka
- Discussion: What does Absolut vodka brand stand for you?
- Video - Brand presentation
Intervention M2 WINE - Bordeaux International Wine Institute
The Absolut Case
3
Absolut Vodka
Intervention M2 WINE - Bordeaux International Wine Institute
The Absolut Case
Qual i t y
Cr eat i v i t y
Per f ect i on
1979
mor e t han1 2 0 0 a d s
The Ki ng of VODKAL. O . S m i th
1879In t r o d u c e c o n t i n u o u s Di s t i l l a t i o n
Absolut rent brännvin = Absolutely pure vodkaRegistered the trademark ABSOLUT
absol ut vodkaO n e S o u r c e
The chal l enge on t he home mar ketBe i n g b o l d , e d g y a n d c r e a t i v e
Absol ut sveaA u n i q u e b o t t l e f o r S w e d e n
Absol ut GREYHOUNDS w e d i s h Ho u s e Ma f i a
2. EXPERIENCE
Sharability
1. ANTICIPATION
Promotion 3. Maintain ENGAGEMENT
Pre-summer
RSVP
Contest
Greyhound event tour
Contest
Build FB fanbase
June 26th
First Greyhound event
Mid August
Pride
Greyhound finaleTVC
Early June VIP Greyhound areas
at Summerburst for on-trade accounts
only
Post-event
Contest winner announcement
ATL
Facebook Hub
Timings
20
SUMMER
TOUR
RSVP
LOCAL Contest
Summer tour tab
Need to RSVP to win tickets to
Greyhound events
Additional content (if relevant)
•remixes of local djs•pictures of events (if
legally possible)
Local contest linked to app
Remix Greyhound and become the
warm-up dj at the next Greyhound
event
Remix Greyhound and win a trip to Ibiza with SHM
Landing page is local page ! (to comply with LEGAL)
either local remix app (on rmx console) either Summer tour RSVp tab
Global facebook pageAnticipation: Concentrated on Facebook
21
102
ABSOLUT GREYHOUND Online
Spotify - Page
A content hub within Spotify, where Absolut could distribute exclusive content and engage with consumers whilst they are listening music. The possibilities of creating meaningful and deep interaction are endless on an Advertiser Page; you can publish video, music, tour dates, competitions, you name it. It is an HTML5 environment which is entirely dynamic.
Promote and drive traffic to the Advertiser Page via advertising on Spotify, via Absolut's and SHM's fan base on Facebook, as well as via other communication.
Selected content highlights may also be distributed through ad formats on Spotify. Target according to target group interest and age, +25.
Recommended budget: 300.000 SEK
Period: 1 month (August)
103
ABSOLUT GREYHOUND Online
Mass medium with a high traffic driving value Targeted according to target group interest and age, +25.Opportunity to create engagement and interaction. Use as a active medium allowing the fans to interact with the brand.
Recommended budget: 150.000sek
Period: 3 months (August, Sept, Oct)
We can drive 4000 users/month
Absolut US
104
Search Sponsored Links
Using the right keywords with the right message and bidding the correct price to maximize positioning, click-through, and conversion.
105
EVENTGr e y h o u n d S u m m e r To u r
• Famous and cutting edge local Dj• Dj booth in chrome with pink typing/logo• LED screens behind the dj displaying the
Greyhound music video• Displaying pink grape fruits on chrome trays
and bowls• A large replica of robot greyhound• Lighting: strobe, pink washes
An overall manner with a high energy nightclub feel, and colours Pink Grape, Black/White, Metallic/Chrome and Sky blue
106
EVENTGr e y h o u n d S u m m e r To u r
• Hand out metallic/chrome venetian masquerade masks to all guests
• Photo-opp wall for arriving guests • Drink tickets in chrome and pink/sky blue• Venue staff dressed according to the Greyhound
music video
QR code on drink menus, posters, tickets etc. with call to action:
’Make your own remix’ and ’See your party images’
107
TVC
Gr e y h o u n d S w e d i s h h o u s e Ma f i a
http://www.youtube.com/watch?v=CmlRK8Da6GE
TVC: objective: recruit young adults
Summary
Total TRP’s 298 Objective: 227 TRP’s
Likeability score 3,50 vs benchmark* score of 3,16 (scale 1-5, 1 ”do not like” and 5 “excellent”)
Sum positive/negative charge of the listed words: 183 vs benchmark* 117
Overall opinion: 98% having an opinion with the arguments Good, Modern/futuristic
Strengths TVC: 81% positive and 11% nothing. Music
Weaknesses TVC: 35% negative and 57% nothing. Presentation of the product
Conclusion and recommendation
The Greyhound TVC has an observation level that is below expected on observation in the A20-39 target BUT in the younger audience the results show expected observation levels. Liking scores are well above general benchmarks for A20-39.
We are observing the desired responses: “it’s cool to drink ABSOLUT” and “the ad makes me more positive towards the brand” in the primary target audience
The Greyhound execution is appealing to a very young target audience, in line with objectives. The spill over effects to broader audiences is though limited and that needs to be taken in to account when communicating with such a narrow target audience through TV.
109
EVENTS w e d i s h Ho u s e Ma f i a c o n c e r t
absol ut
ABSOLUT ELYX was inspired by the same passion for transcending conventions.ABSOLUT ELYX is handcrafted and copper distilled for a natural pure taste. A product of real substance, introducing a new vision
on vodka making.
ABSOLUT ELYX
Do i n g th i n g s d i f f e r e n t l y
I nt r oduci ng absol ut el yx
Absol ut El yx is a new vision on vodka making from Absol ut . Absol ut El yx is made from 100% natural ingredients.
It is a single batch vodka, made from a single harvest of single estate winter wheat. Every batch is traceable from seed to bottle. It is copper distilled for a natural pure taste in a hand-operated copper column still from 1929. Absol ut El yx is the culmination of hundreds of years of Swedish spirit and vodka-making tradition.
ABSOLUT ELYX
A n e w v i s i o n o n v o d k a m a k i n g
Nat ur al i ngr edi ent s
Single batch vodka, Absol ut El yx is made using a single year’s harvest of the highest quality Swedish winter wheat.This wheat comes from a single estate called Råbelöf, which has one of the finest soils for growing wheat in Sweden.The wheat grown at Råbelöf contains exactly the right amount of water and the perfect balance of starch and protein for producing the very highest quality vodka.
ABSOLUT ELYX
S i n g l e Es ta t e W h e a t
Copper di st i l l at i on
The time-honoured craft of distillation comes to the fore at the old Absol ut distillery in Åhus where the raw spirit is transformed into the finest expression of Swedish vodka: Absol ut el yx.Here everything is done by hand.
ABSOLUT ELYX
Fo r a n a tu r a l p u r e t a s t e
Copper di st i l l at i on
A unique, traditional single column continuous distillation unit stands in the heart of the old distillery: Column 51.Made entirely of copper, this vintage still dates back to 1929, although some parts are more than a century old.
ABSOLUT ELYX
Fo r a n a tu r a l p u r e t a s t e
Copper di st i l l at i on
The unique properties of the copper column still are responsible for the trademark natural pure taste of Absol ut el yx.Inside, the copper surfaces have a catalytic effect on some of the trace compounds in the spirit, resulting in a naturally pure vodka.The sensory impact is unmistakable. Copper catalyzation adds a highly prized and definitive silky texture as well as subtle savoury notes.
ABSOLUT ELYX
Fo r a n a tu r a l p u r e t a s t e
3
Synthesis of most likely & impactful trends
Intervention M2 WINE - Bordeaux International Wine Institute
Trend Book 2012
Absol ut THANK YOU
