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Content Situation analysis Market Casual dining has had a growth of 4% 1/3 of all money spent on food is spent eating out Eating out in England has become.

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Presentation on theme: "Content Situation analysis Market Casual dining has had a growth of 4% 1/3 of all money spent on food is spent eating out Eating out in England has become."— Presentation transcript:

1

2 Content Situation analysis

3 Market Casual dining has had a growth of 4% 1/3 of all money spent on food is spent eating out Eating out in England has become a social trend Pizza is the main casual dining sector Women decision makers JWT 2013 trends Casual dining has had a growth of 4% 1/3 of all money spent on food is spent eating out Eating out in England has become a social trend Pizza is the main casual dining sector Women decision makers JWT 2013 trends Mintel, 2011; JWT, 2012

4 Competitor Wagamumas one of the fastest growing restaurants in the UK Cool brands 2012 Pizza Hut and Pizza Express Wagamumas one of the fastest growing restaurants in the UK Cool brands 2012 Pizza Hut and Pizza Express

5 Occasionals Families Foodies Fans of restaurants Families Foodies Fans of restaurants

6 Experience or Food?

7 Occasionals

8 Expectancy-value model Smetana, 1980

9 who we spoke to Keri Peter

10 who we spoke to Lucy Beth

11 who we spoke to Nationwide Difference in UK food expenditure Nationwide Difference in UK food expenditure

12 dichter: motivational research Structured in-depth interview Independent restaurants Negative experiences Fast food perception Friends and family Emotional experiences Structured in-depth interview Independent restaurants Negative experiences Fast food perception Friends and family Emotional experiences Stern, 2004

13 Brand Positioning Benefits - spontaneity, efficient, satisfied and quality Values -familiarity, heritage, quality and convenience Reasons to believe - Sunday Times award, aesthetics, menu, celebrity following Benefits - spontaneity, efficient, satisfied and quality Values -familiarity, heritage, quality and convenience Reasons to believe - Sunday Times award, aesthetics, menu, celebrity following The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives (BrandingStrategyInsider 2012) The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives (BrandingStrategyInsider 2012)

14 Brand Positioning Discriminator - Nandos can provide the convenient, relaxed environment that allows me to socialise and enjoy the company of those Im with. Essence - Social Fulfilment Insight - Eating out is about the people you are with Discriminator - Nandos can provide the convenient, relaxed environment that allows me to socialise and enjoy the company of those Im with. Essence - Social Fulfilment Insight - Eating out is about the people you are with

15 Objectives Primary: To increase footfall, sales and brand favourability amongst an occasional audience throughout 2013 Secondary: Stimulate a change of perceptions of Nandos amongst an occasional audience by January 2014 Secondary: Increase sales from an occasional audience by 50% from January 2013 to January 2014 Primary: To increase footfall, sales and brand favourability amongst an occasional audience throughout 2013 Secondary: Stimulate a change of perceptions of Nandos amongst an occasional audience by January 2014 Secondary: Increase sales from an occasional audience by 50% from January 2013 to January 2014

16 strategy

17 creative brief

18 its a lot of pun

19 easter fireworks

20 other ideas Popular Culture - Dirty dance - You dont put Plain in the corner Decision - Women- You may choose the restaurant but im pickin the chicken Popular Culture - Dirty dance - You dont put Plain in the corner Decision - Women- You may choose the restaurant but im pickin the chicken

21 References JWT Intelligence. 2012, 2013 and Beyond. New York: JWT Intelligence. Available from: http://www.jwtintelligence.com/2013-and-beyond/ [Accessed 7 December 2012] http://www.jwtintelligence.com/2013-and-beyond/ Stern, B.B., 2004. The Importance of Being Ernest: Commemorating Dichters Contribution to Advertising Research. Journal of Advertising Research, 44 (2), 165-169. Smetana, J.G. and Adler, N.E., 1980. Fishbeins Value x Expectancy Model. Personality & Social Psychology Bulletin, 6 (1), 89-96. Mintel, 2011. Pizza and Pasta Restaurants UK Market Report, 2012. Mintel Branding Strategy Insider. 2012. Brand positioning elements defined. Available from: http://www.brandingstrategyinsider.com/2012/02/brand-positioning-elements-defined.html [Accessed 8th December 2012] http://www.brandingstrategyinsider.com/2012/02/brand-positioning-elements-defined.html JWT Intelligence. 2012, 2013 and Beyond. New York: JWT Intelligence. Available from: http://www.jwtintelligence.com/2013-and-beyond/ [Accessed 7 December 2012] http://www.jwtintelligence.com/2013-and-beyond/ Stern, B.B., 2004. The Importance of Being Ernest: Commemorating Dichters Contribution to Advertising Research. Journal of Advertising Research, 44 (2), 165-169. Smetana, J.G. and Adler, N.E., 1980. Fishbeins Value x Expectancy Model. Personality & Social Psychology Bulletin, 6 (1), 89-96. Mintel, 2011. Pizza and Pasta Restaurants UK Market Report, 2012. Mintel Branding Strategy Insider. 2012. Brand positioning elements defined. Available from: http://www.brandingstrategyinsider.com/2012/02/brand-positioning-elements-defined.html [Accessed 8th December 2012] http://www.brandingstrategyinsider.com/2012/02/brand-positioning-elements-defined.html


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