London | Cambridge | Birmingham | Manchester
brilliant brand thinking
3 yards in 3 seconds
brilliant brand thinking
brilliant brand thinking
3 seconds!
brilliant brand thinking
the average purchase decision time
brilliant brand thinking
70% of all packaged grocery sales take place in the multiples
18,000 different product lines across the multiples
80% of purchase decisions are made at point of sale
brilliant brand thinking
who. what. when. where. how. why.
brilliant brand thinking
1| knowledge
brilliant brand thinking
shopping
we do a main food shop every week and are likely to do it at one of the multiples
most working Mums do a
top-up shop every day
local, convenience/express stores are favoured for our daily shopping and ‘treats’
monthly shop of 10 years ago replaced by the weekly shop
brilliant brand thinking
we have the longest working hours in Europe
we spend longer travelling to work than we did 15 years ago
and we’re more mobile
we have more disposable income and enjoy more leisure pursuits than ever before
we have become a last minuteculture
we demand superlative value for time - 40% of consumers will spend money to save time
time
brilliant brand thinking
we have longer pub andclub opening hours
we can shop until we drop
we live lifeto the full
Sunday is the new Saturday
24/7
international trade &the Internet has blurred &
extended working hours
brilliant brand thinking
fast food
mid-week meals reduced to status of refuelling stop
75% of households own a microwave
we spend 15 minutes or less preparing mid-week main meals
meal preparation time reduced by 50% in last 10 years
brilliant brand thinking
slow food
at other times we want to savour food and the company of friends
the Sunday Roast has seena resurgence
mums see eating together at weekends as important family occasions
quick, quick,slow
brilliant brand thinking
no routine
buzz words - ‘desk dining’, ‘flexi eating’
are traditional mealtimes a thing of the past?
55% of consumers regularly miss out on proper meals ‘eating on the go’
meal times are being replaced by ‘mini meals’ or
constant snacking
brilliant brand thinking
new houses are being built without traditional kitchens
50% of 17-24 year olds can’t cook or won’t cook
we lack a strong cuisine culture
can’t cook
brilliant brand thinking
all change
by 2021, 1 in 5 of the population will be over 65
by 2010, 40% of households willbe single person households
friends are becoming the ‘new family’
lone parent households have trebled in the last 25 years to 23% of all households
brilliant brand thinking
‘for me’
we wantfood made ‘just for me’
we have different foods at different mealtimes we eat alone (37%)
or eat something different at the same time
we’re more individual
brilliant brand thinking
…and wants
we want maximum return on time
we want new experiences
we want healthier food
we want fresher, tastier food
we want better quality
brilliant brand thinking
2| insight
brilliant brand thinking
cash-rich, time-poor consumerswant easy choices
brilliant brand thinking
they want products ‘just for me’
brilliant brand thinking
rational
emotional
social
cultural
conscious
subconscious
function - what it does
how I feel using it
what my close social group think
its effect on my cultural identity
brilliant brand thinking
-8 -6 -4 -2 0 2 4 6 8 10 12 14 16MATERIAL SECURITY
PUBLIC IMAGE
STATUS
AMBITION
CREATIVITY
HONESTY
LIVE FOR TODAY
IN TUNE WITH NATURE
LEISURE
HAVING FUN
KNOWLEDGE
WISDOM
PLEASURE
ENJOYING LIFE
INDIVIDUALITY
% Change From 1997 to 2003 Source: Roper Starch WW 1997 & 2003 survey
changing consumer values
brilliant brand thinking
-8 -6 -4 -2 0 2 4 6 8 10 12 14 16MATERIAL SECURITY
PUBLIC IMAGE
STATUS
AMBITION
CREATIVITY
HONESTY
LIVE FOR TODAY
IN TUNE WITH NATURE
LEISURE
HAVING FUN
KNOWLEDGE
WISDOM
PLEASURE
ENJOYING LIFE
INDIVIDUALITY
% Change From 1997 to 2003 Source: Roper Starch WW 1997 & 2003 survey
brilliant brand thinking
-8 -6 -4 -2 0 2 4 6 8 10 12 14 16MATERIAL SECURITY
PUBLIC IMAGE
STATUS
AMBITION
CREATIVITY
HONESTY
LIVE FOR TODAY
IN TUNE WITH NATURE
LEISURE
HAVING FUN
KNOWLEDGE
WISDOM
PLEASURE
ENJOYING LIFE
INDIVIDUALITY
% Change From 1997 to 2003 Source: Roper Starch WW 1997 & 2003 survey
‘foodies’
brilliant brand thinking
TraditionalOrganics
Time Poor Cash Rich
HealthConscious
Foodies TypicalFamily
LessAffluentFamily
NewFamily
Traditional
Lads &Lasses
Economy
Quality Family
Budget
brilliant brand thinking
TraditionalOrganics
Time Poor Cash Rich
HealthConscious
Foodies TypicalFamily
LessAffluentFamily
NewFamily
Traditional
Lads &Lasses
Economy
Quality Family
Budget
brilliant brand thinking
Sainsbury’s
Tesco
AGE
PERC
ENTA
GE
OF
POPU
LATI
ON
TGI CONSUMER PROFILES OF STORES: TESCO SAINSBURYS WAITROSE
Tesco
Waitrose
SOCIO
-ECON
OM
IC G
ROU
PS
‘foodies’
“passionate about food”“best cut”
“friends coming around for dinner”
“from scratch”
“wine to complement the meal”
“adventurous”
“exotic ingredients”
“fresh”
“shopping is the precursor to the main event – the meal”
“service when needed”
“planned shop”“efficient”
“list”
brilliant brand thinking
brilliant brand thinking
brilliant brand thinking
brilliant brand thinking
3| expression
brilliant brand thinking
gourmet
brilliant brand thinking
convenience
brilliant brand thinking
yum tum
brilliant brand thinking
playful
brilliant brand thinking
provocative
brilliant brand thinking
danger zone!
brilliant brand thinking
brilliant brand thinking
1| identify your audience2| understand their needs3| satisfy their desires
brilliant brand thinking
4| colour & form attract5| words communicate6| packaging is 3d not 2d
brilliant brand thinking
7| less is more8| think about the hierarchy9| assess through research
brilliant brand thinking