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brilliant brand thinking 3 yards in 3 seconds

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 minute culture we demand superlative value for time - 40% of consumers will spend money to save time time

brilliant brand thinking we have longer pub and club opening hours we can shop until we drop we live life to 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 seen a 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 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 will be 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 want food 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 consumers want 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 MATERIAL 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 MATERIAL 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 MATERIAL 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 Traditional Organics Time Poor Cash Rich Health Conscious Foodies Typical Family Less Affluent Family New Family Traditional Lads & Lasses Economy Quality Family Budget

brilliant brand thinking Traditional Organics Time Poor Cash Rich Health Conscious Foodies Typical Family Less Affluent Family New Family Traditional Lads & Lasses Economy Quality Family Budget

brilliant brand thinking Sainsbury’s Tesco AGE PERCENTAGE OF POPULATION TGI CONSUMER PROFILES OF STORES: TESCO SAINSBURYS WAITROSE Tesco Waitrose SOCIO-ECONOMIC GROUPS ‘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

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

1| identify your audience 2| understand their needs 3| satisfy their desires

brilliant brand thinking 4| colour & form attract 5| words communicate 6| packaging is 3d not 2d

brilliant brand thinking 7| less is more 8| think about the hierarchy 9| assess through research

brilliant brand thinking