Lac awards beating the competition - baileys argentina - jan 2011
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This application seeks funding for a marketing campaign in Argentina to help Baileys outperform its main competitor Tia Maria. The goals are to strengthen Baileys' positioning as a drink to share with friends and make the brand more relevant for everyday socializing. The campaign will amplify two regional promotions through TV, digital, and point-of-sale advertising using a limited budget. Key metrics include improving brand image attributes, awareness, and market share relative to Tia Maria. The campaign aims to demonstrate multiple ways of enjoying Baileys to recruit new consumers and occasions of consumption.
Lac awards beating the competition - baileys argentina - jan 2011
- 1. APPLICATION FORM<br />Award Category: Beating the Competition Award<br />Program / Project: Baileys Argentina<br />Name (Group or individual): Julieta Vil叩, Marcela Flores, Maya Schmid<br />Market / Cluster: Argentina<br />Context: Baileys and Tia Maria are the main competitors within the Liquors Medium & High price segment in Argentina. Tia Maria RSP is 50% lower than Baileys (U$D12 vs U$D18).TM the market share leader (39.4pts vs Baileys 37.6pts) however Baileys the value share leader (48.7pts vs TM: 25.7pts). Source: CCR Cum H+S Dic09/Nov10.Lack of consistency and continuity in Baileys KBB delivery and brand identity; BEW focused on functional product attributes (no emotional values of the brand, there is no emotional link between Baileys and our TC).Consumers love the taste of the Baileys product but think the brand is not relevant for their everyday get together. Consumers are not clear about when and how to drink Baileys.A&P/NSV ratio of investment: 7% (Total A&P: 117K gbp in FY11 and 102K gbp in FY10).
- 2. Detail of outcome achieved:Brand Equity - Image attributes: To share with friends: above 44%. Achieved: 59%Affinity (Brand for me): above 40%. Achieved: 44%.Awareness - TOM: above 18%. Achieved: 18%.Brand commitment 4A卒sAdorers: above 10%. Achieved: 17%Adopters: above 21%. Achieved: 22%.Market share Dic09/Nov10: Above 36.4 pts. Achieved: 37.6 pts (+ 1.2 pts vs LY). TM decreased 0.8 pts vs LY (39.4 pts).During the months of January, February, March, October & November, Baileys surpassed TM Market share!!Value share Dic09/Nov10: above 48.1 pts. Achieved 48.7 pts. (+ 0.6 pts vs LY). TM decreased 0.8 pts vs LY (25.4 pts).FY10 AOP Volume: 27.6K 9L cases. Achieved: 39.1K 9L cases (+ 42%)!!FY11 AOP Volume: 39.8K 9L cases. Last Estimate 50K 9L cases (+ 26%)!!Among all Latam markets which participated in these promotions, Argentina was the market with the highest number of visits, registers and participations in both promotions!! Source: BTS July 2010, and CCR Cum H+S DIc09/Nov10.Brief description of the activity: The challenge: Build the brand from an occasion point of view, recruiting from other categories, demonstrating that Baileys can make the connection moment with close friends more memorable. (Remind consumers of Baileys experience at the right chilling moments and demonstrate there are many ways in which they can enjoy Baileys).Achieve these results with a very limited budget.The process: Due to a limited budget, focus in just 1 or 2 growth drivers, reinforcing the platforms activated regionally and delivering a bigger impact.As we needed to really engage the TCUT (Daniela), we needed a specific, ad hoc and economic way to contact consumers and dialogue with them. E-RM, a relevant digital promotion and a proper amplification was the main driver chosen to achieve the objective. We applied the Marketing in a digital world concept.The execution: Alongside with the regional team, develop two promotions to activate consistently throughout the calendar year.FY10 H2: Baileys Anecdotes promotion, where consumer could win a trip to MIAMI for them and 1 friend. FY11, H1: Let卒s Do This Again promotion, where consumers could win a trip to NY for them and 2 friends.The task was to invest the vast majority of the local A&P behind the amplification of these regional platforms, in order to reach breakthrough results.This amplification was activated in two channels:ATL. TV: PNTs at a targeted TV program (RSM) and, Digital: local online campaign at targeted sites and social networks (Facebook, Hotmail, MSN, Sonico, Yahoo).Off Trade: strong visibility at the POS and communication at the supermarkets magazines.Objective: Strengthen Baileys positioning as a drink to share with friends, making the brand more relevant for target consumers. Also, reinforce Baileys equity and therefore lower improve our Value perceived. Detail of outcome achieved:KPI卒s:Local PR clipping value: above U$D 100.000. Achieved (until today): U$D 178.000. Image attribute: J&B is The Party Whisky: above 30%. Achieved: Data available by January 20thTOM: above 32%. Achieved: Data available by January 20thAdvertising awareness: above 10%. Achieved: Data available by January 20th