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BRIEF

Brand: NAPOLACT Date: February 2013

Project: Napolact + cereal breakfast concept in 2013


Our product will be just like Activia Mic Dejun and similar products from other brands: a cup of yogurt on the bottom with a smaller cup of cereal on top - to be mixed and stirred in the bottom cup before consumption. 1. What do we want to do? To launch Napolact + cereal breakfast as new sub-category of the Napolact range. 2. Why do we want to do this? (to define the marketing challenge) - To empower the whole Napolact umbrella brand and to exploit its potential - Napolact + cereal will be a dedicated breakfast product to communicate and own a specific moment of consumption - To emphasize the added value that we have in this category: variety, unique positioning on tradition, Romanian brand heritage, naturallness, quality and taste 3. Objectives (both quantitative / qualitative) for the new product Of all yogurt + cereal segment, to be achieved after the 1 st month of campaign: Spontaneous Awareness 40% Prompted Awareness 75% Trial 30% Market share 10% 4. What is the source of business? Competition of yogurt+ cereal category Activia Mic Dejun Zuzu + Cereal Muller Mix-Dejun Etc Background of the yogurt + cereal segment of the market: is the most premium category in the fruit yogurt segment The category has a premium price (qty. vs. price) Yogurt + cereal segment represent 4% in volume and 7% in value from total yogurt category Yogurt + cereal is on a decreasing trend in 2012 of 28% in value Activia Mic Dejun is leader of segment with 65% MS of segment, Zuzu + cereal is next with 25% MS of segment, the rest is others. Background of all yogurt category: Market share of Napolact: 11% (Sept 2010) behind leader Danone with 70%, Zuzu with 13% etc All yogurt category is in slow increase of 6% in volume vs 2012 Hypermarkets are the key distribution channel and they account for over 60% of all yogurt sales

5. Who are we addressing to? / Consumer Insights 1

Young adult 16-29, more women, independent, active, health orientated, medium to high education, living mostly in the urban areas, medium to high income, they know what to eat, its about being involved in choosing the product that fits you, more than about having fun when you mix and eat a yogurt + cereal

6. What do we want to communicate? Napolact + cereal new sub-category inside the Napolact range. Point of differentiation: Napolact positioning = tradition, naturaless, authenticity. 7. What consumer/shopper change do we expect? High quality, health, very good taste, innovation, variety, alternative for breakfast.

8. Tasks for the Agency To propose a mix of communication (channels) fitted for the launch To develop a creative concept (energy, full of life, morning, etc) for the new product, but related to the Napolact brand umbrella (name, design element as a differentiator, etc) To build a communication platform around the differentiator factors To make perfectly clear the consumption moment: breakfast

9. TIMETABLE PROPOSALS First creative concept proposal Finalize and approve the concept To define the mix of communication

Nr membrilor din echip: 4 Cerinte: 1. Elaborarea unei strategii de creatie (obiective de comunicare, profilul targetului, pozitionare) si a unei strategii media (plasare media a materialului publicitar). 2. Redactarea unui script pentru spoturile TV. 3. Materialul video pentru editare trebuie inregistrat/filmat (65%), dar se pot folosi i materiale ale altor reclame (maximum 3-4). NU TOT MATERIALUL ESTE DEJA PROVENIT DIN RECLAME! 4. Materialul video trebuie prelucrat i editat prin aplicarea efectelor video, tranziiilor i a tehnicilor nvate. 5. Materialul audio preluat din orice surs. 6. Materialul verbal trebuie nregistrat sau preluat. 7. Produsele publicitare vor avea o durat cuprins ntre 25-30 secunde. Echipele sunt alctuite din 4 membri cu urmtoarele responsabiliti: a. Strategia de creaie, alegerea axei tematice si a tonului reclamei; selecia materialului de editare vizual, stabilirea formatului reclamei i realizarea scriptului (secvene, cadre, locaie, profil personaje) i a unei scheme media.
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b. Producie Completarea scriptului video cu efecte, tranziii, diferenerea pe scene i cadre scriptului, stabilirea timpului i editarea materialului-2 membri. c. Un copywriter-crearea scripturilor si a mesajului reclamelor.

n cazul n care exist 3 membri n echip, 1- strategie; 1-copywriting+ radio spot; 3- se va ocupa tot de producie-TV spot .

Mai mult de 4 membri nu pot fi n echip! Criterii de evaluare: Se acorda 1p din oficiu. a. strategie Nr.crt. 1 2 3 4 5 6 7 8 Itemi Obiective de comunicare adaptate campaniei Profilul targetului-segmentare Pozitionare (eventual detaliere + secundara) Respectarea briefului Elaborarea unui brief de creatie un paragraf Propunerea unui mix de comunicare Cercetare asupra pieei si diferentierea Punctaj comun pt echipa Punctaj 1 1 1 1 1 1 1 2

b. Copywriter+ art Nr.crt. Itemi 1 Crearea scriptului pentru ambele reclame (fara efecte, tranzitii) 2 Respectarea strategiei 3 Punctarea explicita a timpului de consum: breakfast. 4 Tonul si axa reclamelor 5 Realizarea storyboardului reclamei video 6 Punctaj comun pt echipa Nr.crt. 1 2 3. 4 5 Punctaj 2 1 1 1 2 2

c.Reclama audio-video (spotul 1)-PRODUCTIE 1 i 2 (doar TV) Itemi Punctaj Respectarea strategiei si a tonului reclamei. 0.5 Folosirea reperelor de brand 1 Folosirea a maximum 5 secunde din alte 1 reclame Napolact (2-3) Respectarea timpului de producie 25-30 0.5 secunde. Operarea cu minimum 4 secvente, delimitate 1
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conform formatului ales i urmrirea coerenei nlnuirii acestora. Aplicarea a minimum 3 efecte diferite, 3 tranziii i corecta exportare a spotuluiredactarea scriptului de productie Adaptarea mesajului verbal i audio la elementele vizuale, printr-o corect fragmentare a spotului. Punctaj comun pt echipa

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Atenie: Fiecare prezentare va dura 10-15 de minute, laolalt cu evaluarea. Fiecare membru din echip va vorbi 5 minute despre munca lui. Nota se va da invididual, prin respectarea baremului;

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