Danette Marketing Activity Plan 2012

Business Plan 2012July 2011

2012 STRATEGY

Support the base1

Activation platform…

“You deserve...a Danette”

Insight: “Despite the small difficulties I face daily, there are so many other things I do which

make me feel good and that I certainly deserve a Danette for them!”

Great taste for unique moments of absolute indulgence!

ATL Activities

TVC communicates:

• Modernity

• Energy & dynamism

• Notion of “reward”

• Indulging taste

• Humour

Radio ad to base on

same platform

“You deserve…a

Danette”

Target Group: Adults 25 – 45 years old

http://www.google.com/imgres?imgurl=http://www.vibe.com/sites/default/files/old-school-radio-image.jpg&imgrefurl=http://www.vibe.com/posts/scion-launches-streaming-radio-and-widget-facebook&usg=__0Zv8jBWjVhkkluLwJuPYCwH282k=&h=426&w=426&sz=31&hl=el&start=3&zoom=1&tbnid=qtsY8iWxwi5UtM:&tbnh=126&tbnw=126&ei=7UxlTtnsEoek4AS5yvjVCg&prev=/search%3Fq%3Dradio%26hl%3Del%26gbv%3D2%26tbm%3Disch&itbs=1

http://www.google.com/imgres?imgurl=http://legalplanet.files.wordpress.com/2011/03/radio-signal.jpg&imgrefurl=http://legalplanet.wordpress.com/2011/03/11/public-policy-and-those-pesky-smart-meters/&usg=__8ZcWw9ky4DrBWpwBlDY6CjT-pOY=&h=285&w=380&sz=18&hl=el&start=2&zoom=1&tbnid=TwlqA1ixcCsMkM:&tbnh=92&tbnw=123&ei=hsNpTreeGun04QTkrNXqBA&prev=/images%3Fq%3Dradio%2Bsignal%26um%3D1%26hl%3Del%26tbm%3Disch&um=1&itbs=1

BTL Activities - Outdoor

“Been already 3 times at the gym this week?...You deserve a Danette”

“Just missed the bus, but you are still smiling...You deserve a

Danette”

“Despite the 8 stops on your way back, you are daily giving a big hug to your kids at home...You deserve a Danette”


http://www.google.com/imgres?imgurl=http://i.dailymail.co.uk/i/pix/2008/12/16/article-1095783-024D64370000044D-470_233x423.jpg&imgrefurl=http://www.dailymail.co.uk/news/article-1095783/People-exercise-work-days-happier-suffer-stress-productive.html&usg=___YUYg9Ki7un7F7bHtBgDKuCDoB8=&h=423&w=233&sz=22&hl=el&start=2&zoom=1&tbnid=COaX_Th4aCbORM:&tbnh=126&tbnw=69&ei=28xpTrTEIOPi4QTG-6zqBA&prev=/images%3Fq%3Dpeople%2Bexercising%26um%3D1%26hl%3Del%26sa%3DX%26tbm%3Disch&um=1&itbs=1

http://www.google.com/imgres?imgurl=http://5tinimera.files.wordpress.com/2010/12/banner-stivos.gif&imgrefurl=http://5tinimera.wordpress.com/2010/12/28/%25CF%2580%25CE%25BF%25CF%258D-%25CE%25BD%25CE%25B1-%25CF%2584%25CF%2581%25CE%25AD%25CF%2587%25CF%2589-%25CE%25BC%25CE%25AD%25CF%2581%25CE%25BF%25CF%2582-1%25CE%25BF/banner-stivos/&usg=__9KbaHYDhvkJRoenRkTpijJayqpI=&h=274&w=795&sz=118&hl=el&start=1&zoom=1&tbnid=0Bms_eIT6DB3xM:&tbnh=49&tbnw=143&ei=6c1pTrH4KYj44QSwoISRBQ&prev=/search%3Fq%3D%25CF%2584%25CF%2581%25CE%25AD%25CE%25BE%25CE%25B9%25CE%25BC%25CE%25BF%2B%25CF%2583%25CE%25B5%2B%25CE%25B3%25CE%25AE%25CF%2580%25CE%25B5%25CE%25B4%25CE%25BF%26hl%3Del%26gbv%3D2%26tbm%3Disch&itbs=1

BTL Activities - SamplingReach our target consumers where they are and reward them.

“They deserve…a Danette”

“You managed to stay in for 2 nights to study...You

deserve a Danette”

“You just watched Conan the Barbarian for him...You


“It’s 5pm and you still have 100 e-mails to read, but you keep calm...You



Universities Cinemas Offices

http://www.google.com/imgres?imgurl=http://www.powerfm.gr/wp-content/uploads/2009/07/village.jpg&imgrefurl=http://www.powerfm.gr/go-cinema/village-cinemas&usg=__x2oWVmWvCPQIkhLhwpBvPdbgiS8=&h=200&w=181&sz=13&hl=el&start=3&zoom=1&tbnid=OzRm7m086vXbEM:&tbnh=104&tbnw=94&ei=FNNpTs3LB4n54QT7hfjSBA&prev=/images%3Fq%3Dvillage%2Bcinemas%26um%3D1%26hl%3Del%26tbm%3Disch&um=1&itbs=1

http://www.google.com/imgres?imgurl=http://www.readthesmiths.com/articles/Images/Finance/TiredAtWork.jpg&imgrefurl=http://www.readthesmiths.com/articles/health/Get_More_Energy_After_Work&usg=__lIMxMkr5EHgBMEjJgQ7PCavOIjw=&h=282&w=425&sz=140&hl=el&start=4&zoom=1&tbnid=Yhhh_kNQpLDlBM:&tbnh=84&tbnw=126&ei=1dtpToLXEYmH4gS-paXkBA&prev=/images%3Fq%3Dtired%2Bfrom%2Bwork%26um%3D1%26hl%3Del%26tbm%3Disch&um=1&itbs=1

BTL Activities - In storePOP on other categories’ shelves for cross selling effect:

e.g. Cleaning products

“You will be cleaning the house all day for your parents’ visit ...

You deserve a Danette”


Personification on shelf & visibility

BTL Activities – Social Media

Online recipe book:

“You deserve…even more Danette”

Facebook campaignPost on your wall a good reason you think you deserve a Danette and enter a weekly draw to win the Danette you really deserve!


Coupons

360° PLAN TV

RADIO

SOCIAL MEDIA

PRINT

OUTDOOR

“You deserve...a Danette”

1ST hit: Mar/Apr ‘12

2nd hit: Sep/Oct ‘12

IN STORE - POP

CINEMAS UNIVERSITIES GYMSCOMPANY OFFICES

SAMPLING

S/M


http://www.google.com/imgres?imgurl=http://www.powerfm.gr/wp-content/uploads/2009/07/village.jpg&imgrefurl=http://www.powerfm.gr/go-cinema/village-cinemas&usg=__x2oWVmWvCPQIkhLhwpBvPdbgiS8=&h=200&w=181&sz=13&hl=el&start=3&zoom=1&tbnid=OzRm7m086vXbEM:&tbnh=104&tbnw=94&ei=FNNpTs3LB4n54QT7hfjSBA&prev=/images%3Fq%3Dvillage%2Bcinemas%26um%3D1%26hl%3Del%26tbm%3Disch&um=1&itbs=1

http://www.google.com/imgres?imgurl=http://i.dailymail.co.uk/i/pix/2008/12/16/article-1095783-024D64370000044D-470_233x423.jpg&imgrefurl=http://www.dailymail.co.uk/news/article-1095783/People-exercise-work-days-happier-suffer-stress-productive.html&usg=___YUYg9Ki7un7F7bHtBgDKuCDoB8=&h=423&w=233&sz=22&hl=el&start=2&zoom=1&tbnid=COaX_Th4aCbORM:&tbnh=126&tbnw=69&ei=28xpTrTEIOPi4QTG-6zqBA&prev=/images%3Fq%3Dpeople%2Bexercising%26um%3D1%26hl%3Del%26sa%3DX%26tbm%3Disch&um=1&itbs=1

http://www.google.com/imgres?imgurl=http://5tinimera.files.wordpress.com/2010/12/banner-stivos.gif&imgrefurl=http://5tinimera.wordpress.com/2010/12/28/%25CF%2580%25CE%25BF%25CF%258D-%25CE%25BD%25CE%25B1-%25CF%2584%25CF%2581%25CE%25AD%25CF%2587%25CF%2589-%25CE%25BC%25CE%25AD%25CF%2581%25CE%25BF%25CF%2582-1%25CE%25BF/banner-stivos/&usg=__9KbaHYDhvkJRoenRkTpijJayqpI=&h=274&w=795&sz=118&hl=el&start=1&zoom=1&tbnid=0Bms_eIT6DB3xM:&tbnh=49&tbnw=143&ei=6c1pTrH4KYj44QSwoISRBQ&prev=/search%3Fq%3D%25CF%2584%25CF%2581%25CE%25AD%25CE%25BE%25CE%25B9%25CE%25BC%25CE%25BF%2B%25CF%2583%25CE%25B5%2B%25CE%25B3%25CE%25AE%25CF%2580%25CE%25B5%25CE%25B4%25CE%25BF%26hl%3Del%26gbv%3D2%26tbm%3Disch&itbs=1

2012 STRATEGY

Support the base1

Bring exciting news!2

Qualitative Study (focus groups) Nov 2010

Qualitative research:New product concepts evaluation

Most winning…

Qualitative Study (focus groups) Nov 2010

Qualitative research:New product concepts evaluation

Chocolate Caramel

Pistachio

Cookies (Oreo)

Brownies

Petit Beurre

Mastic

Grand Marnier

Tiramisu

Profiterol

Cheese cake

Almond

Apple Pie

Red fruit Tart

http://www.google.com/imgres?imgurl=http://www.whosjack.org/wp-content/uploads/2010/02/TWDFrenchChocolateBrownies6.03.2008.jpg&imgrefurl=http://www.whosjack.org/fancy-a-freebie-chocolate-brownies/&usg=__7nyn7kfggBKmGmCWwEKdJyPV7ZA=&h=1600&w=1200&sz=439&hl=el&start=4&zoom=1&tbnid=smu31VT8ZDQ0dM:&tbnh=150&tbnw=113&ei=poBwTvzoOMGj-gbiqvGMCQ&prev=/search%3Fq%3Dbrownies%26hl%3Del%26gbv%3D2%26tbm%3Disch&itbs=1

http://www.google.com/imgres?imgurl=http://www.coffeeroastery.co.uk/ccdata/images/imageMain_1_2.jpg&imgrefurl=http://www.coffeeroastery.co.uk/viewitem.php%3Fproductid%3D2&usg=__HjQwTb_7oKhsXao1IvcQU_9X2Hc=&h=480&w=358&sz=23&hl=el&start=1&zoom=1&tbnid=VQpSLQk0NpQ5hM:&tbnh=129&tbnw=96&ei=8oBwTtrlG4bo-gbspbWKCQ&prev=/search%3Fq%3Dchocolate%2Bcaramel%26hl%3Del%26gbv%3D2%26tbm%3Disch&itbs=1

http://www.google.com/imgres?imgurl=http://asset.keldelice.com/attachments/photos/569011/original/petit-beurre.jpg%3F1289387673&imgrefurl=http://www.keldelice.com/guide/specialites/le-petit-beurre&usg=__thiq8_pVfta2YFACF5GYgC-mdRM=&h=256&w=300&sz=19&hl=el&start=2&zoom=1&tbnid=k46PkMARV-qK5M:&tbnh=99&tbnw=116&ei=HYFwTqu6GYv_-gbomO29CQ&prev=/search%3Fq%3Dpetit%2Bbeurre%26hl%3Del%26sa%3DX%26gbv%3D2%26tbm%3Disch&itbs=1

http://www.google.com/imgres?imgurl=http://3.bp.blogspot.com/-SKjwVXWOK4Y/TVZFErtNAkI/AAAAAAAABL4/qhOy_fJl8r4/s1600/mastic%25255B1%25255D.jpg&imgrefurl=http://edodima2.blogspot.com/2011/02/mastic.html&usg=__pcLTxVjkUMeqLWjy8tf16jr-_0E=&h=300&w=400&sz=42&hl=el&start=5&zoom=1&tbnid=O26uizwKJzGP3M:&tbnh=93&tbnw=124&ei=RYFwTv-mII6e-wbV8f2HCQ&prev=/search%3Fq%3Dmastic%26hl%3Del%26sa%3DX%26gbv%3D2%26tbm%3Disch&itbs=1

http://www.google.com/imgres?imgurl=http://www.odomcorp.com/ecom_img/original-307-150-grand-marnier.jpg&imgrefurl=http://www.odomcorp.com/store/products/grand-marnier&usg=__7q7itPcAImnmDF0VbS3syMWmgL4=&h=350&w=270&sz=59&hl=el&start=2&zoom=1&tbnid=7oXQnPvzcjC22M:&tbnh=120&tbnw=93&ei=i4FwToHTAc3z-gbhy4WJCQ&prev=/search%3Fq%3Dgrand%2Bmarnier%26hl%3Del%26sa%3DX%26gbv%3D2%26tbm%3Disch&itbs=1

http://www.google.com/imgres?imgurl=http://www.thefatlossauthority.com/fat_loss_tips/wp-content/uploads/2011/01/almond-calories.jpg&imgrefurl=http://www.thefatlossauthority.com/fat_loss_tips/almond-nutrition-facts-how-many-calories-are-in-almonds&usg=__Hw2g1lhhvphdZfnMtvGDjCmFkIA=&h=305&w=456&sz=21&hl=el&start=2&zoom=1&tbnid=C8xJIebsoPYF9M:&tbnh=86&tbnw=128&ei=sYFwTuiBFZCl-gben9iMCQ&prev=/search%3Fq%3Dalmond%26hl%3Del%26sa%3DX%26gbv%3D2%26tbm%3Disch&itbs=1

http://www.google.com/imgres?imgurl=http://www.89thandbroke.com/wp-content/uploads/2011/08/tiramisu.jpg&imgrefurl=http://www.89thandbroke.com/2011/08/deal-alert-free-tiramisu-this-saturday/&usg=__2Q2jED-eknQpbrJ8zFA-SJ9qNRw=&h=434&w=500&sz=151&hl=el&start=4&zoom=1&tbnid=QeRSG-mPK0_QPM:&tbnh=113&tbnw=130&ei=0YFwTr_kJsOf-wbDsdiZCQ&prev=/search%3Fq%3Dtiramisu%26hl%3Del%26sa%3DX%26gbv%3D2%26tbm%3Disch&itbs=1

http://www.google.com/imgres?imgurl=http://www.deviantart.com/download/134971632/Profiterol_by_neatekim.jpg&imgrefurl=http://ntrimy-oisydagesthsgiagias.blogspot.com/2011/04/profiterol-ntr.html&usg=__CN-wH6Kosy7hRVkYt4VESP2JgVs=&h=2393&w=3293&sz=1349&hl=el&start=12&zoom=1&tbnid=1Ny0ovF3G8iLwM:&tbnh=109&tbnw=150&ei=-YFwTpLkDY6N-wbvuMW_CQ&prev=/search%3Fq%3D%25CF%2580%25CF%2581%25CE%25BF%25CF%2586%25CE%25B9%25CF%2584%25CE%25B5%25CF%2581%25CE%25BF%25CE%25BB%26hl%3Del%26sa%3DX%26gbv%3D2%26tbm%3Disch&itbs=1

http://www.google.com/imgres?imgurl=http://images.pictureshunt.com/pics/b/blueberry_cheesecake-5692.jpg&imgrefurl=http://www.free-extras.com/search/1/cheesecake.htm&usg=__hshJCmiLScNnLue9oDe3CkOYZx4=&h=358&w=470&sz=47&hl=el&start=4&zoom=1&tbnid=Aqb3zMfeZLVXAM:&tbnh=98&tbnw=129&ei=HIJwTvTKOs6q-AaNptCaCQ&prev=/search%3Fq%3Dcheesecake%26hl%3Del%26sa%3DX%26gbv%3D2%26tbm%3Disch&itbs=1

http://www.google.com/imgres?imgurl=http://www.capitalfm.co.ke/lifestyle/files/2011/09/apple-pie.jpg&imgrefurl=http://www.capitalfm.co.ke/lifestyle/2011/09/03/saturday-recipe-old-fashioned-apple-pie/&usg=__d4h8fA7fuGk-3Uty4DHUzvylbXo=&h=280&w=280&sz=17&hl=el&start=3&zoom=1&tbnid=7LXG4cKrS5OibM:&tbnh=114&tbnw=114&ei=PYJwTtzHDYTn-gbtwJyPCQ&prev=/search%3Fq%3Dapple%2Bpie%26hl%3Del%26sa%3DX%26gbv%3D2%26tbm%3Disch&itbs=1

http://www.google.com/imgres?imgurl=http://www.thinkegg.com/_media/uploaded/img/recipes/Mothers_Fruit_Tart.jpg&imgrefurl=http://www.thinkegg.com/recipes/details.asp%3Fid%3D61&usg=__oAIVM0i2bS5N1zY5nbVW26Zl-1Q=&h=336&w=337&sz=66&hl=el&start=3&zoom=1&tbnid=bKGwa35eHqS9MM:&tbnh=119&tbnw=119&ei=X4JwTtj1OYXt-gb92NiTCQ&prev=/search%3Fq%3Dred%2Bfruit%2Btart%26hl%3Del%26sa%3DX%26gbv%3D2%26tbm%3Disch&itbs=1

New Launch – Danette Oreo

New packaging design to be developed

+ =

Marketing support

TVC - Oreo tag Sampling POP in store Social Media

Oreo recipes

Leverage the shelves of Oreo

biscuits

http://www.google.com/imgres?imgurl=http://2.bp.blogspot.com/_kpxC1WnpnJA/SKg_xODXU7I/AAAAAAAAAW0/85CtsefLqxo/s400/Oreo%2BFrosted.JPG&imgrefurl=http://butterbursbistro.blogspot.com/2008/08/oreo-inspired-cupcakes.html&usg=__ECru5xruBdC6KuX0XaI3NGxHBuk=&h=300&w=400&sz=32&hl=el&start=4&zoom=1&tbnid=qByPIQvM4ZPMYM:&tbnh=93&tbnw=124&ei=Bi9tTvG_EYzEsgaMg7DYBA&prev=/search%3Fq%3Drecipes%2Bwith%2Boreo%26hl%3Del%26gbv%3D2%26tbm%3Disch&itbs=1

http://www.google.com/imgres?imgurl=http://4.bp.blogspot.com/_1ece_1s4bkU/SeCq969Cg4I/AAAAAAAAB4k/ajYudAuG22U/s400/OREO-Cheesecake-Bites-2545%2B%2Boreo%2Bcheesecake%2Bbites.jpg&imgrefurl=http://dennysfoodandrecipes.blogspot.com/2009/04/recipe-oreo-cheesecake-bites.html&usg=__YsnKrCR0k7g91hJWxE8uyIYiaFQ=&h=204&w=307&sz=19&hl=el&start=7&zoom=1&tbnid=ElMuqETt7EGVVM:&tbnh=78&tbnw=117&ei=Bi9tTvG_EYzEsgaMg7DYBA&prev=/search%3Fq%3Drecipes%2Bwith%2Boreo%26hl%3Del%26gbv%3D2%26tbm%3Disch&itbs=1

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Total Danette Activity Plan 2012Q1 Q2 Q3 Q4

PR

OM

OIN

NO

AT

LB

TL

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Oreo Launch

In store tastings & coupons

POP

On pack trial initiave for

Oreo Mar/Apr

Mar/Apr Sep/Oct

March

GYMSMay

CINEMASOct

UNIsSep

OFFICESJun

In store key account activities

Sampling events

In store key account activities


Launch of confidential

project


Sampling events

http://www.google.gr/imgres?imgurl=http://parodynews.files.wordpress.com/2008/07/tv_homepage.gif&imgrefurl=http://parodynews.wordpress.com/2008/07/10/%25CE%25BC%25CE%25AD-%25CE%25B4%25CE%25B5%25CF%2585%25CF%2584%25CE%25B5%25CF%2581%25CE%25AC%25CE%25BD%25CF%2584%25CE%25B6%25CE%25B5%25CF%2582-%25CF%2583%25CF%2584%25CE%25AE%25CE%25BD-tv-%25CE%25BF%25CE%25BA%25CF%2584%25CF%258E%25CE%25B2%25CF%2581%25CE%25B9%25CE%25BF-%25CE%25B4%25CE%25AD%25CE%25BD-%25CE%25B8%25CE%25AC/&usg=__cGN914zEe1P9XuSgd_TG8fkxZ5Q=&h=350&w=350&sz=56&hl=el&start=6&zoom=1&itbs=1&tbnid=Ppo4F4qfuUI0UM:&tbnh=120&tbnw=120&prev=/images%3Fq%3Dtv%26hl%3Del%26gbv%3D2%26tbs%3Disch:1&ei=pxVCTaSkJYGr8APj-935Dw


http://www.google.com/imgres?imgurl=http://2.bp.blogspot.com/_LS1qrP7fzFU/S9I7qSeEDfI/AAAAAAAAAgI/WIfyCTj8eiE/s400/facebook-logo.png&imgrefurl=http://anaxfiles.blogspot.com/&usg=__uJTZBj95xi7ABbL330PUdYYB8Co=&h=256&w=256&sz=23&hl=el&start=2&zoom=1&tbnid=KFICJaE2iv0AvM:&tbnh=111&tbnw=111&ei=4_BlTregMZT24QTvzP29Cg&prev=/search%3Fq%3Dfacebook%2Blogo%26hl%3Del%26gbv%3D2%26tbm%3Disch&itbs=1



http://www.google.gr/imgres?imgurl=http://parodynews.files.wordpress.com/2008/07/tv_homepage.gif&imgrefurl=http://parodynews.wordpress.com/2008/07/10/%25CE%25BC%25CE%25AD-%25CE%25B4%25CE%25B5%25CF%2585%25CF%2584%25CE%25B5%25CF%2581%25CE%25AC%25CE%25BD%25CF%2584%25CE%25B6%25CE%25B5%25CF%2582-%25CF%2583%25CF%2584%25CE%25AE%25CE%25BD-tv-%25CE%25BF%25CE%25BA%25CF%2584%25CF%258E%25CE%25B2%25CF%2581%25CE%25B9%25CE%25BF-%25CE%25B4%25CE%25AD%25CE%25BD-%25CE%25B8%25CE%25AC/&usg=__cGN914zEe1P9XuSgd_TG8fkxZ5Q=&h=350&w=350&sz=56&hl=el&start=6&zoom=1&itbs=1&tbnid=Ppo4F4qfuUI0UM:&tbnh=120&tbnw=120&prev=/images%3Fq%3Dtv%26hl%3Del%26gbv%3D2%26tbs%3Disch:1&ei=pxVCTaSkJYGr8APj-935Dw

2012 STRATEGY

Support the base1

Bring exciting news2

3 Go beyond

Confidential Project• Enter a new category – bring incremental volume.

• Leverage the brand equity of Danette.

Thank you…

Documents

Danette Marketing Activity Plan 2012