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Mid 1990s : One Vision Gerry Ford comes up with the idea of a continental coffee house 3 High quality Italian coffee People making a difference Warm, accessible neighbourhood atmosphere Fresh quality deli food that “travels throughout the day”
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From Brand Principles to Brand Loyalty
1. Product & Space: Know what business you are in
2. Contribution: Understand your brand positioning, and who your target customer is and why
3. Values: Know how your brand is differentiated and have a clear understanding of its characteristics and principles
4. Emotional links: Work to establish a bond and trust between your brand and your customer
Summary of Brand Principles
Mid 1990s : One Vision
Gerry Ford comes up with the idea of a continental coffee house
3
High quality Italian coffee People making a difference
Warm, accessible neighbourhood atmosphere
Fresh quality deli food that “travels throughout the day”
Mid 1990s : The Social Scene
4
UK Continental Europe
• People have too many choices and too little time
• Most offerings have similar quality and features
• We tend to base our buying choices on trust or an emotional
connection
5
Recognition
Differentiation
Trust and Bond
Growing Steadily: Few Challenges Along the Way
The Caffè Nero Brand Principles
1. Product & Space:
• every drink is expertly handcrafted
• we provide the highest quality espresso in the market
2. Contribution: to care about and make a difference to peoples lives
3. Values: Traditional Italian coffee drinks and interesting fresh deli style food
4. Emotional Links: Our environment and atmosphere is accessible to all, warm and stylish
6
Brand Principles
RecognitionDifferentiationTrust and Bond
Brand Experience
Brand Experience : Our Character
1. Premium Italian coffee 2. One to one service with your barista3. People with passion, feeling and caring4. Neighbourhood gathering spot, warmth and community5. High quality food6. Colours – black, cream and the cornflower blue
Brand Foundations
Brand Foundations
Brand Foundations
Brand Foundations
Brand Foundations
We are: • European• quality coffee• independent in spirit • neighbourhood living room feel • fresh food
Our aim is to make a difference to people lives
Summarising: a Clear Purpose
Role of MarketingWe help customers along their journey, generating:
1. Awareness & Reappraisal2. Conversion3. Loyalty
AWARENESS CONVERSION LOYALTY
TASK
KPI
CHANNEL
More people in store
General salesCustomer Numbers
VideoSocial MediaTargeted OffersConsumer PR
Up-selling
Attachment rateSpend per Head
In-store POS
Return customersEarning loyalty
FrequencyDatabase growth
Loyalty CardDatabaseGift Card registration
&REAPPRAISAL
AWARENESS & REAPPRAISAL
TASK
KPI
CHANNEL
More people in store
General salesCustomer Numbers
VideoSocial MediaTargeted OffersConsumer PR
CONVERSION
TASK
KPI
CHANNEL
Up-selling
Attachment rate, SPH
In-store POS
Customer Journey
Customer Journey
LOYALTY
TASK
KPI
CHANNEL
Return customersEarning loyalty
FrequencyDatabase growth
Loyalty CardDatabaseGift Card registration
The Key of Marketing Success: Internal Comms
STRATEGY
EXECUTION
OPERATIONS TEAMS
THANKS