Pekka Rantala - Mainontapaiva 2012

Tehtävänä makuelämyksetTehtävänä makuelämykset–– työkaluna vahvat työkaluna vahvat bränditbrändityy

Pekka Rantala Pekka Rantala

1 20.9.2012 © Fazer. All rights reserved

Pekka RantalaPekka Rantala@@FazerSuomiFazerSuomi ##MainontapaivaMainontapaiva

Technology is back in human hands.Technology is back in human hands.gygy

It helps us to fall in It helps us to fall in love.love.

To become a better To become a better driver.driver.

To have fun and be To have fun and be together.together.

To makeTo make friendsfriendsTo make To make friends.friends.RavintolapäiväRavintolapäivä

To makeTo make moneymoneyTo make To make money.money.Gold farmingGold farming

To become aTo become a presidentpresidentTo become a To become a president.president.

To help othersTo help others to haveto haveTo help others To help others to haveto haveprogress progress in their in their lives.lives.p gp g


So what does So what does this mean this mean for us?for us?

Decisions are emotionalDecisions are emotionalDecisions are emotionalDecisions are emotional..

B d d i f liB d d i f liBrands drive feelings.Brands drive feelings.

Brand = promise = Brand = promise = valuevalue

Consistent delivery.Clear product category.Premium experience

Engineering premium.Premium experience.Focus on quality of engineering.“The ultimate driving machine.”

Loyal fan base.Huge PR machine.gDesign simplicity.Innovative user experiences.

Cult.p

“This changes everything.”

Youth culture.Youth culture.event‐driven.t d fi i Youth energy.category‐defining.

Edgy, risky, aspirational, funny.“Gives you wings.”

LegacyLegacy.

Rugged, classic, pioneering. Levis invented bluejeans.Levis = USA. Roots. Integrity. “Original.”Original.

A unique storyAuthenticFamily Roots TraditionFamily, Roots, TraditionA brand that’s more than a brand..

Taste SensationsTaste SensationsTaste Sensations.Taste Sensations.

h b ild b d h h dTV l d B d ti P di W d f M th l d I t t P di

The way to build brands has changedTV-led Broadcasting Paradigm Word-of-Mouth-led Internet Paradigm

BrandA

TotalPopulation

Recommender Score

Brand StrengthBrandConsi-

deration

AwarenessBrand Strength = f (No of Users x Net Promoters)

BrandPreference

Target

Strength ofPreference

Number of Users

Today

Message + Media Experience + Word-of-Mouth

of Users


Consumer understanding remains key hi k h d ´ kiRethink how to get under consumers´skin

Loyalty remains Loyalty remains key key hi khi k hh kkRethinkRethink how how you keep your customeryou keep your customer


The captiveThe captive passivepassiveThe captive, The captive, passivepassiveaudience audience is deadis dead..

Rethink your touchpointstrategy

DigitalmarketingTVC

PR WoMRetail POS Relationship

marketing

Digitalmarketing

Consumer marketingPrint

Radio

TVC

Comms

Social Blogs

Service Event sponsorshipproduct placementetc.

marketing

OOH

Radio

Cinema

Socialmedia

OOC e a


We at Fazer have a new, international segmentation model

Flagship

We put more focus on few powerPower brand

We put more focus on few power brands

Classic hero

Sil hSilent hero

Join andJoin and enhanceenhanceJoin and Join and enhanceenhanceexisting existing conversationsconversations..

hi k i l f kiRethink your internal way of working

ATL Retail PR DigitalATL Retail PR Digital

Advertising Di t PR SPAdvertising Direct PR SP

Digital


Marketeers AgenciesMarketeers Agencies

ConsumersConsumers

Trade customersTrade customers

Every ideaEvery idea is the resultis the resultEvery idea Every idea is the resultis the resultof of a collaborationa collaboration..


We bring We bring MarketingMarketingand Communicationsand Communicationsand Communicationsand Communications

under under one roof. one roof.


We make the world taste goodWe make the world taste good


Business

Pekka Rantala - Mainontapaiva 2012