tdg -The Design Group Influencing how people choose brands - - PowerPoint PPT Presentation

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tdg -The Design Group Influencing how people choose brands - - PowerPoint PPT Presentation

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tdg -The Design Group Influencing how people choose brands September 2012 tdg specialises in Branding, Packaging, Packaging Implementation & Shopper Marketing for both physical and digital FMCG environments. We believe that these disciplines

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tdg -The Design Group

Influencing how people choose brands

September 2012

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tdg specialises in Branding, Packaging, Packaging Implementation & Shopper Marketing for both physical and digital FMCG environments.

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We believe that these disciplines are increasingly complimentary and consider them ‘as one’.

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tdg’s Design Implementation Team is ISO9001 qualified – we can offer a competitive cost matrix structure to handle range extension projects /multiple SKU projects.

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  • Brand consultancy - FMCG sector design specialists
  • Core competencies:

Packaging Design Packaging design Implementation Shopper Marketing

  • 6 decades of design excellence
  • Diverse category and market experience
  • Offices in Geneva, Newcastle (HQ) and London
  • 50 talented individuals in the TDG team
  • Multi Award-Winning

About us

design effectiveness award winner

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Our Journey

…with shoppers, consumers and brands

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Early beginnings

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Early beginnings

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Early starts

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Early starts

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In the day to day

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In the day to day

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Taking a break

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Taking a break

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Feeding the family

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Feeding the family

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Treating the family

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Treating the family

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Pampering themselves

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Pampering themselves

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Looking after themselves

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Looking after themselves

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Building a home

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Building a home

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Our Approach

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The scale of the challenge in FMCG

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The scale of the challenge in FMCG

25,000 - 40,000 different products in a typical supermarket

Source: Jugger (1999)

  • nly 39 items find their way into the average basket

A shopper may pass by up to 300 brands in one minute

A fraction of a second

for a single product to grab shopper’s attention and spark purchase

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Effective communication

The design of key touch points must be optimised so as to:

STOP… the shopper in their tracks by standing out from the crowd HOLD… their attention by being engaging and relevant to them CLOSE… ensure a particular ‘activation’ behaviour takes place

(e.g. product purchase, coupon redemption, click-through, etc…)

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Decisions, Decisions, Decisions…

Shopper behaviour

“60-90% of decision- making is driven by subconscious activity in the brain”

Source: Lindstrom, Buy.ology (2008), various other

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Knowledge & Insight

Knowledge Transfer Partnership

Formal collaboration with leading academic institution in the UK to understand consumers’ ‘emotional’ and ‘instinctive’ relationship with FMCG brands.

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*Source Devises (2000)

The Shopper’s subconscious ‘Radar’ - How design can influence decision making

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Brand

…and Category

Shopper

…and Consumer

Retailer

…and Environment

We consider…

Decision point(s)

Brand (& Category)

  • Understand strategic goals
  • Review landscape - category cues & sector

characteristics

  • Evaluate competitor set
  • Identify opportunities for differentiation
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Brand

…and Category

Shopper

…and Consumer

Retailer

…and Environment

We consider…

Decision point(s)

Shopper (& Consumer)

Understand: Who, When, Why, How

  • Lifestyle & trends
  • shopping behaviour (e.g. mission-types, typical

journey to shelf, etc…)

  • motivational triggers
  • subconscious influences
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Brand

…and Category

Shopper

…and Consumer

Retailer

…and Environment

We consider…

Retailer (and Environment)

Where - Online OR Offline (integration)

  • Practicalities (Constraints / mandatories /

guidelines)

  • Highlight opportunities to stand out from the

crowd

Decision point(s)

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Branding and Packaging Design

Influencing the First Moment of Truth

June 2012

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Client Procter & Gamble Markets Pan European Brief Evolve the packaging design of a range of leading P&G brands to visually capitalise on the company's official sponsorship of the London Olympic Games and promote Britishness whilst retaining each brands' unique personality Design Implementation Tdg’s design Implementation team worked with our creative team’s approved core packaging design and worked it across all SKU’s in range for each Brand. Results The new packaging designs helped launch the P&G Olympics campaign successfully in leading retailers

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Insight – The feel good factor

  • f patriotism extends

to every aspect of life

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Client Dr Oetker Market UK Brief Reverse a declining sales trend Design Implementation Tdg’s design Implementation team worked with our creative team’s approved core packaging design and worked it across all SKU’s in range. Results

  • Moved from No.3 to No.1 to secure leadership of frozen pizza category
  • Increased brand sales from £30m to £60m over 12 months
  • 24% growth in market share
  • 2009 Design Effectiveness Award Winner
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Insight – Frozen has it’s own unique category language

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Before After

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Bringing the proposition to life

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Consistent architecture

Standard template agreed for nutrition, GDA, cooking instructions etc

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Consistent architecture

Freestanding Chicago Town logo, black background, brighter variant colour coding etc

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Tone of voice

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design effectiveness award winner

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Client Nestle Markets Global Brief Create a compelling gifting proposition for the Smarties brand in International Travel Retail by partnering with Disney and creating structural concept, packaging graphics and providing advice on the creation of a range of collectable character toys to be included as a premium with each of three pack themes Results Launched Spring 2012

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Insight – Brands in travel retail need a little visual magic to stand

  • ut on shelf
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Client Tayto Markets UK Brief Combine the new Golden Wonder brand equities (created by TDG) with those of Heinz Tomato Ketchup and HP Sauce to create two new Limited Edition flavour variants and apply to Individual and Multi-Pack formats – tdg’s Deisgn Implementation team keeping the project costs low by working with the approved design and implementing across all SKU’s. Results Launched Spring 2012

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Insight – Much loved brands can jump categories

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Case Studies

How we influence the way people choose brands

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P&G Olympic

Games In Superdrug

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Key Facts

  • P&G’s 1st MBCI with Superdrug for 2 years
  • P&G’s biggest ever MBCI with breakthrough display (over 5,000 sites agreed)
  • Olympics point promotion across all 2,000 P&G products in all 20 brands and 11

categories in Superdrug

  • Over 1,000 incremental POS items sold in via Retail X Team
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Superdrug Olympics

Online Headers Wobbler Security Cladding Aisle Fins Consumer Leaflet Gondola End

*Getting the Olympic look Each month would focus on a different regime in the ‘look’. e.g. March: Skincare – Olay April: Haircare – Pantene May: Make-up – Max Factor

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Headers Consumer Leaflet Gondola End

April: Jessica Ennis recommends Olay Complete May: Kerri Anne Payne recommends Max Factor Mascara June: Chris Hoy recommends Gillette Pro-Glide

Window Poster Online

Superdrug Olympics

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Headers

Superdrug Olympics

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Gondola Ends (per Category) BLIPS (per Category)

Superdrug Olympics

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In-Store-P&G Displays

Dates: 9th May -5th June Day 1 Activation: South & London

Superdrug Olympics

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In-Store-P&G Displays

Dates: 9th May -5th June Day 1 Activation: South & London

Superdrug Olympics

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In-Store-P&G Displays

Dates: 9th May -5th June Day 1 Activation: South & London

Superdrug Olympics

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PGP Himalaya

launch in Makro

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Background

To professionalise PGP FMOT & SMOT to win with Professionals. Launch - Makro Event – Live February 2012

Objectives

Dial up the PGP specialist range of Laundry products that target the Professional market. To drive awareness of the range and the communication of the 5 core benefits .

Makro New PGP Laundry Launch

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FMOT: Packaging Design

Design & illustration of the Himalaya benefit KV & HORECA icons

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Creative Adaptation/implementation Adaptation of master visual for all pack formats

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Makro Shopper Journey

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Makro CRM campaign

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Makro online http://store.makro.co.uk/

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Print Ads & E-Blast

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Microsite

http://www.professional-laundry.co.uk

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Online Banners

Caterer and Hotel Keeper Big Hospitality

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Don’t just take our word for it!

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“Excellent work in record timings!!!! And as ever – right on brief” “Working with TDG is great, they bring innovative thinking and fresh ideas to a brief. They also offer that unique combination of both fantastic design and excellent customer service”

“You guys are heroes – always there when we need you – giving us the great strategic creative and service which has helped us get to the No1 spot…and you’re a pleasure to work with too!”

“You make our life so much easier. With you guys, it’s effortless”

Client Testimonials

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Ranked by clients within top 15 leading agencies when it comes to Strategy and Client Service*

*Biggest ever agency reputation survey, conducted by YouGov, in which 700 UK Brand Managers were asked to identify and evaluate their agency’s performance.

Unprompted client recognition

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tdg -The Design Group

Influencing how people choose brands

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Contact

Name: Jeremy Hall – Managing Director Email: jerry.hall@tdgbrand.com Tel: +44 (0) 191 284 5334 Mob: +44 (0) 771 317 5426

www.tdgbrand.com