PEPSI 2004 MARKETING CLINIC PRESENTATION BRIEF CREDENTIALS & SNACK A JACK OUTLINE PROPOSAL S T R I C T L Y P R I V A T E A N D C O N F I D E N T I A LS

PEPSI 2004

MARKETING CLINIC PRESENTATION

BRIEF CREDENTIALS & SNACK A JACK OUTLINE PROPOSAL

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Who we are

Founded by TM 20 years ago Ex Cadbury Schweppes, Avon,

Cussons Managing Director of Wrigleys DR – Cadbury Schweppes,

Beechams NPD Director of Bass Brewers GT – Head of Innovation – RHM CL – Protein research & delivery

HMG

The Marketing Clinic – Client List

Alpen – Bacardi – Baileys - Bombay Sapphire – Brooke Bond - Beefeater Black Bottle Budweiser – Cadburys Schweppes – Cadbury Trebor Bassett Can’t Believe its not Butter – Celebrations - Carling Black label – Coca-Cola Coke Light – Cockburns Special Rese rve - Courvoisier – Cravendale Milk Danone - Diet Coke – Dr Pepper – Diet Coke with Lemon - Fanta – Frosties Galaxy – Ginsters – Granary – Green Tea – Harveys Bristol Cream – Hovis Hula Hoops – Heinz Jaffa Cakes – Joosters - Kellogg’s Frosties - Kenco ‘K’ Lipton Ice - Lurpak – Macleans - Maltesers – Marmite - Manor Bakeries Mars Bar - Mars Ice Cream - Maxwell House – McCains Crisps - Mr Kipling M&M’s –Mini Cheddars – Penguin - Mothers Pride Scottish Plain - Pringles – Red Bull - Ribena - Rio - Roo Juice – Schweppes – Sensodyne Skittles Snack Stops - Snickers - Starburst - Steinlager - Stella Artois -Super Noodles – Tanglefoot – Thai Bites - Thorntons - Tropicana - Tunes - Twiglets – Twix - Tungstons – Weetabix

The Marketing Clinic – Projects for Mars

Armadillo Chocolate – UK – Europe – USA

Signatures and Palates Galaxy and Count Lines

Galaxy

Psychology and Taste Signature

Hard Candy Fruit Polo – Murray Mints – Werthers Bite Size – Taste Build – Taste Shape

Character and Emotive Response

Wakrone

Texture Development Bounty Extension – Calapino

Galaxy - Amicelli

Mars Bar

UK – Netherlands – France – Germany – New European Bar

Taste Shape – Taste Direction/Psychology

European

Sweet/Savoury Taste Palate

Skittles

UK – Sweden – Eating Deconstruction – Taste Extensions –

Taste Signature and Mint Development

Celebrations

Biscuit Variation

Ice-Cream Extensions

Mars – Bounty - Starburst

Maltesers

Ice-Cream

Mars Line Extensions

Cake – Biscuit – Ice-Cream – Mini-Mars

Twix

UK/Europe Taste Signature and

Development

Starburst

Taste Signature – Direction and Strategy – Brand Development –

Positioning – Flavour palate & range extension optimisation in Europe –

Australia – India - Russia

M & M

UK – Germany – China – Japan – Australia – USA

Taste Signature and Market Fit Extensions – Flavour Direction

Tunes Plus

Functional Food Response

Development

Joosters and NPD

Scandinavia - UK Snickers

Denmark – Development China – UK – Japan

Taste Signature

Maltesers

Taste Signature and Development/Strategy

Global Candy NPD

Positioning – Flavour & Texture Development - UK – USA - Russia

Chocolate Gifting

Optimising Taste and Texture - China

What we do

Unique consumer research methodology

Qualitative focus groups Identifies the emotional experience

of taste for a particular product Obtained through understanding the

psychological messages of taste / experience of a particular product / brand

1) Regression Analysis Groups

Emotional Need State Regression

Regression of Product Encounter

MARKETING CLINIC OUTPUTS: A 3 STEP PROCESS

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2) Interpretative Analysis Groups

Psychometric Analysis

Taste Profile


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ENSR

RPE

THE MARKETING CLINIC DATABASE

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3) Analysis and OUTPUTS

The Taste Signature®

Brand consumption

experience - shape of taste

Need State analysis

Technical briefs, NPD & brand

optimisation


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TP

MARKETING CLINIC OUTPUTS…..& HOW TO USE THEM

TASTE SIGNATURE Brand consumption experience –

shape of taste Need State analysis Detailed technical briefs NPD & brand optimisation

The TASTE SIGNATURE

Composed of 2 profiles, generated independently during our research

The EMOTIONAL Profile The TASTE Profile Note that although the 2 profiles are

independent they are clearly linked in the consumption experience

The TASTE SIGNATURE

EMOTIONAL profile TASTE profile

Appearance Front of Mouth Mid Mouth - Taste Aftertastenatural cool initially sweet lingers a long timefruity cold initially sour lingers a short timerich harsh initially bitter disappearstasty taste hit thickens in mouth leaves mouth freshfresh aggressive distinctive leaves mouth cleanartificial cleansing mild leaves mouth stickyheavy tasting refreshing citrus taste down throatsickly mild citrus fruit dryingrefreshing gentle citrus zest sicklywatery hint of sweetness citrus peel tangysyrupy sweet whole fruit heavyheavy too sweet orange lightcloying sickly navel orange moreishattractive stimulating seville satisfiesbright lively tangerine relaxesshiny tangy mandarin refreshes

cleansing satsuma warmscrisp clementine naturalclean lime close to the fruitshocks lemon artificial

Aroma exciting pink grapefruit mixturelight sharp Mediterraneanfresh fast California/Floridaclean zesty harmonious Overall Characteristicsfruity kind easy changes through the mouthjuicy soft aggressive contrast of taste front/rearacidic easy harsh sweet then becomes sourcitrus squeezed fruit sour then becomes sweetpotentially refreshing from fruit deliciouspotentially heavy from concentrate easyfairly strong honestvery strong impactfulharsh Rear of Mouth harshsweet cleansing crisptangy fresh wakes you upbitter refreshing yummysour mellow refreshingzesty Mouthfeel - Mid Mouth dull moreishnatural smooth sharp comfortingorangy silky acidic indulgentorange syrupy fruit bitter long tastenavel orange rough fruit sour short tastetangerine light fruit mild sessionable/easy to drink lotsmandarin cleansing watery dominant taste front mouthsatsuma fast contrast with front mouth dominant taste centre mouthlemon rich sweet dominant taste rear mouthnatural slow too sweet run of the mill

heavy rich differentquality fills mouth with flavour qualitycontrasting full bodied real qualitycomplex light bodied a fast drinkintense taste light in mouth a slow drinkgentle soft in mouthsubtle spicykind floralnatural herbalchanging taste greencomforting heavyburns tongue creamykind on tongue syrupybits are soft thinbits are juicy drybits are intrusive smoothbits are hard cleanastringent lightacidic complexchanges as you drink it salivation

Raw data Taste profile dataorange juice example

Raw Psychometric data orange juice example

The TASTE SIGNATURE

TASTE profileEMOTIONAL profile

CrediblePremium

SocialJust squeezed orangesClosest to the orangeHealthier choiceLight in stomachSatisfactionDeliciousLeisurely drinkTo relax withEvening

HappyHappinessPleasurable

Stylish

The TASTE SIGNATURE


CrediblePremium

SocialJust squeezed orangesClosest to the orangeHealthier choiceLight in stomachSatisfactionDeliciousLeisurely drinkTo relax withEvening

HappyHappinessPleasurable

Stylish





Raw data Taste profile dataorange juice example

The TASTE SIGNATURE

TASTE profileEMOTIONAL profileAppearance Front of Mouth Mid Mouth - Taste Aftertaste

natural cool initially sweet lingers a long timefruity cold initially sour lingers a short timerich harsh initially bitter disappearstasty taste hit thickens in mouth leaves mouth freshfresh aggressive distinctive leaves mouth cleanartificial cleansing mild leaves mouth stickyheavy tasting refreshing citrus taste down throatsickly mild citrus fruit dryingrefreshing gentle citrus zest sicklywatery hint of sweetness citrus peel tangysyrupy sweet whole fruit heavyheavy too sweet orange lightcloying sickly navel orange moreishattractive stimulating seville satisfiesbright lively tangerine relaxesshiny tangy mandarin refreshes




GentleEasyNot sour or bitterRoundedPolishedRichDistinctMellowCalifornia/FloridaGentle complexityClean

The TASTE SIGNATURE


StylishCrediblePremiumHappyHappinessPleasurableSocialJust squeezed orangesClosest to the orangeHealthier choiceLight in stomachSatisfactionDeliciousLeisurely drinkTo relax withEvening






The TASTE SIGNATURE


StylishCrediblePremiumHappyHappinessPleasurableSocialJust squeezed orangesClosest to the orangeHealthier choiceLight in stomachSatisfactionDeliciousLeisurely drinkTo relax withEvening


Orangy, hint of sweet and the vitality of freshness of cute fruit in aroma

Gentle easy front of mouth - not sour or bitter nor acidic, an extraordinary balance - the elegance of nature

Rounded, polished, rich but fresh Mid mouth - slow delicious distinct drink

Rear mouth, heart of the drink - pure mellow tropical orange deiciousness

Gentle orange complexity within a single taste chord - no mixture - its just the fruit

Clean, pure, no chemical or mixture aftertaste. Light in stomach - refreshing

Cleanses and freshens - stylish

Premium Quality Purity - real - healthy

Stirs emotions, relaxes & calms - chill out

Savouring flavour - comforts - indulgent - moreishness - starts

Hedonistic & slow - real pleasure - happy - evening

Strong natural message - moreish & quality closest to the fruit.

These are not the final lists of discriminating characteristics

We use this knowledge to re-interogate the consumers and enhance the lists into more complete descriptions

The TASTE SIGNATURE

TASTE profileEMOTIONAL profile Orangy, hint of sweet and

the vitality of freshness of cute fruit in aroma












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The characteristics of the consumers’ experience are then prioritised.

The TASTE SIGNATURE

TASTE profileEMOTIONAL profile Orangy, hint of sweet and

the vitality of freshness of cute fruit in aroma












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Finally we make the links between the prioritised emotional experiences and the detailed taste profile from different parts of the mouth.

To create the TASTE SIGNATURE

The TASTE SIGNATURE

Orangy, hint of sweet and the vitality of freshness of cute fruit in aroma












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MARKETING CLINIC OUTPUTS ….& HOW TO USE THEM

Taste signature BRAND CONSUMPTION EXPERIENCE

–SHAPE OF TASTE Need State analysis Detailed technical briefs NPD & brand optimisation

A CONFECTIONERY SHAPE OF TASTE

Crisp bite – into soft (contrast)

Sweetness Caramel 1st & Chocolate 2nd

Dissolve

Powerfully intense taste

Full/Creamy/Sticky (Caramel dominates) Heavy/Intense Taste

‘Malt’ Warmth/Heavy/Sweet (Bitter) Yeasty-Sticky Heated Butter

Swallow Aftertaste

Heavy Lingers Taste in Throat Settles Stomach Filling/Sweet Leaves Mouth Sweet Mouth Dryish

REAR OF MOUTH Rate of Change (New Stimuli) Slows Down

Moreish

Satiation

Taste hit (aroma)

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Taste signature Brand consumption experience –

shape of taste NEED STATE DEVELOPMENT Detailed technical briefs NPD & brand optimisation

NEEDS STATES - TROPICANA

Breakfast – cleansing, refreshing, sharp and intrusive, rehydrating, awakening, fresh mouth.

Mid-Morning and Afternoon – break in mood, pleasurable, private, soft, rich, pleasure but not indulgence.

With Meals – cleans the mouth, light in taste, gently cleanses palate, alternate flavour to food, healthy.

Social/Evening/Indulgence – drunk slowly, savoured, liquid pleasure, extended moment, concentration upon the taste, rich texture but light in mouth, savoured in mouth, indulgence.

MARKETING CLINIC OUTPUTS …..& HOW TO USE THEM

Taste signature Brand consumption experience -

shape of taste Need State analysis DETAILED TECHNICAL BRIEFS NPD & brand optimisation

TASTE BRIEF

TASTE BRIEF Development Formulations for Freshmint Toothpaste

Appearance and Aroma

0 2 4 6 8 10

powerful aroma

clean mint note

soft

pure white

Front of Mouth

0 2 4 6 8 10

taste hit

crisp mint

initial harshness

Texture When Brushing

0 2 4 6 8 10

mouthfeel zing to edge ofpain

extra strong mint flavourlifted by menthol

flavour diffuses into sinuses

flavour release increases asbrushed

foaming powerfully

initially soft

Teeth Feel

0 2 4 6 8 10

clean and smooth

After Rinsing

0 2 4 6 8 10

breathing in must detectstrong mint

mouthfeel astringentlycleansed

numbing and mouth tingle

lingering strong and cooledmint

The appearance needs to be very pure white, can be a little soft. The aroma should be a clear mint note, insistent more than powerful, but fresh, clean and simple

The front taste needs to be fairly instant, harsh and aggressive to suggest the purge to come. While mint crisp it must not be the dominant taste point, which needs to be after rinsing. Taste hit only average

Good foam should develop and this should cause taste to build as should the flavour which should be extra strong mint that diffuses into the sinuses. Texture foamy but must remain abrasive on the edge of pain. Consumers like to feel this brand purges.

Clean smooth – but key target is mouthfeel not teeth

Here reaction needs to be maximised lingering strong mint, numbing with an insistant tingle, with the mouth feeling astringently cleansed and cold. Breathing in must deliver strong mint and cold effect throughout the mouth. This must be the climax of the taste experience.


Taste signature Brand consumption experience -

shape of taste Need State analysis Detailed technical briefs NPD & BRAND OPTIMISATION

OUTLINE TARGET BRIEF

Look at Snack A Jack – how it evolved & how it can be developed & improved

WHAT IS SNACK A JACK & HOW TO IMPROVE - 1

Key 1: What heritage is used in that judgement pre-Encounter- Crisp market- Popcorn market- Low fat snack/ biscuit market- Confectionery market

Key 2: Which mix of these markets is it operating in & how it evolved

Key 3: What criteria are used by consumers at the Encounter

Key 4: Who is the primary Target consumer


Stage 1:Use regression groups to establish brand Encounter & 1st Expectations

What market heritage is used by the consumer in the Encounter

What Need State was being targeted & how well did it perform

How this has evolved & the effect of tastes & textures on Need State delivery

Generate blank Taste & Psychometric profiles

TROPICANA ORANGE JUICE - TASTE PROFILE





TROPICANA ORANGE JUICE - PSYCHOMETRICS

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stylish

fashionable

unique

integrity

credible

sophisticated

worth a premium

premium

authentic

fun

sunny

spirited

happy

confident

self assured

merry

radiant

happiness

summery

playful

pleasurable

chatting drink

engaging

a drink to chill out

a drink to savour

a drink to change my mood

social

indulgent

evening

afternoon

morning

quenching

pure refreshment

to relax with

fast drink

leisurely drink

with breakfast

pre breakfast

delicious

satisfaction

fulfilling

moment of pleasure

in harmony with my mouth

light in stomach

healthier choice

orange nothing added

orange nothing lost

effortlessly healthy

added health benefits

added healthy ingredients

cells totally natural

closest to the orange

just squeezed oranges

modern

StyleNeed States

Character

Social

Natural

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stylish

fashionable

unique

integrity

credible

sophisticated

worth a premium

premium

authentic

fun

sunny

spirited

happy

confident

self assured

merry

radiant

happiness

summery

playful

pleasurable

chatting drink

engaging


a drink to savour


social

indulgent

evening

afternoon

morning

quenching

pure refreshment

to relax with

fast drink

leisurely drink

with breakfast

pre breakfast

delicious

satisfaction

fulfilling

moment of pleasure


light in stomach

healthier choice


orange nothing lost







modern

Tropicana Orange Juice Psychometrics

StyleNeed States

Character

Social

Natural

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stylish

fashionable

unique

integrity

credible

sophisticated

worth a premium

premium

authentic

fun

sunny

spirited

happy

confident

self assured

merry

radiant

happiness

summery

playful

pleasurable

chatting drink

engaging


a drink to savour


social

indulgent

evening

afternoon

morning

quenching

pure refreshment

to relax with

fast drink

leisurely drink

with breakfast

pre breakfast

delicious

satisfaction

fulfilling

moment of pleasure


light in stomach

healthier choice


orange nothing lost







modern

Tropicana - The Brand Psychometrics

StyleNeed States

Character

Social

Natural

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Stage 2: Deconstruct in detail using the Psychometrics & Taste profile

Understand – the market heritage & the basis of that attraction

The 1st Need State & its subsequent usage & evolution

Critical is the anticipated perception & its subsequent delivery - & any gaps

What is right & wrong in taste & texture delivery & how this is delivered by the major flavours in the range

RESEARCH FINDINGS

Pre-first Consumption Perception (Encounter) Anticipated eating experience and Need State

usage – expected target consumer – positioning (benefits and their priority) – replaces which brands.

Key Consumption Criteria Appearance, bite, texture, flavour, aftertaste and

emotional benefits (satisfaction, indulgence, etc.) How it works or otherwise throughout the mouth.

Taste Shape, Psychometrics Taste Profiling Current Taste Signature® for “Snack a Jack” its

performance versus the pre first consumption anticipation.

RECOMMENDATIONS

Strategic Direction Which parts of heritage should be

emphasised Recommended re-positioning including

re-targeting if needed. Tighten targeted Need States and

competitive direction.Executional Guidelines Detail product size and texture/flavour

range strategy and tactical choice. Technical briefs for Optimisation of

Consumption Experience. Recommended ideal Taste Signature®

for sales and share growth

Documents

PEPSI 2004 MARKETING CLINIC PRESENTATION BRIEF CREDENTIALS & SNACK A JACK OUTLINE PROPOSAL S T R I C T L Y P R I V A T E A N D C O N F I D E N T I A LS