2010/05 第一期 品牌好報
2010/05 第一期 品牌好報
Heinz: Back to Brand Basics, And Coupons
摘譯者：楊筑羽
Feb. 19, 2010 - Sheila Shayon
Heinz秉持著兩個行銷信念：第一，回到品牌基本面，削減不必要的品牌種類，對於領導品牌有益，不僅零售商成本降低，在經濟景氣低迷時期，更能擄獲消費者的心，增加顧客的品牌忠誠度；第二，優惠劵是一個不可或缺的行銷工具，能夠維持品牌強度，據調查指出，從2008年到2009年，美國人用於消費卷上的金額上升了27個百分比，2009年金額為3.3億元，Heinz認為這不是一個暫時性的現象，而是一個新的行為，此行為包含了，優惠劵數量的增加及在家做菜的頻率增加。
H.J. Heinz Co. chief executive William Johnson announced at a food-industry conference this week that consumers are firmly entrenched in a new money-saving mind-set. "This is not a temporary phenomenon, but rather a new behavior," he said. This new behavior includes a dramatic increase in couponing and preparing more meals at home. Johnson further stated that coupons are once again an "indispensable marketing tool."
Americans cashed in 3.3 billion coupons in 2009, a 27 percent jump from 2008 when the financial crisis tipped the US into recession. According to Inmar, a North Carolina-based company that tracks coupons and promotion trends, this marks the first time in 17 years that consumers used more coupons than the year before.
“Brands saw coupons as a key to maintaining brand strength,” said Matthew Tilley, director of marketing for Inmar’s promotion services division. “If they reduced their promotional presence, they stood to lose sales to lower-priced competitors and store brands — so they doubled down, hoping to create brand loyalty once the economic dust settles."
Chances are Heinz brand loyalty will survive intact. Who from this era is not familiar with the "57 Varieties" slogan of the Pittsburgh Company? Perhaps best known for its ketchup, Heinz manufactures thousands of food products on six continents and markets these products in more than 200 countries and territories.
Johnson suggested that grocery retailers and consumer goods makers must trim the variety of shelf products to match consumers' shift "back to basics." This will enable leading brands to increase sales and help retailers reduce costs. Food makers across the board are seeking ways to increase consumer spending on food in order to offset a downtrend in sales, as consumers are less likely to tolerate price increases during a weakened economy.
Heinz continues a brand leadership position with homey values and trusted quality. Their websitestates: “Home is where the food is. At least, that’s our belief at Heinz. We’re passionate about serving up good food, and we know you are too. You want to make the most of every moment with your loved ones. You look for delicious, nutritious food that you can easily make at home.”
They also have an official Facebook presence:
Inmar’s Tilley commented, “This is an exciting time to be in the coupon business. Of course, we don’t know how long this upward trend will continue, but it is evident that coupons are back on shoppers’ radar; the economic downturn has instilled a drive to be smart and frugal about spending, and coupons definitely have a role in fulfilling it."
Families have welcomed Heinz into their homes for 140 years. Henry John Heinz, the brand's founder, said many years ago, “To do a thing uncommonly well brings success.” It’s a safe bet that Heinz’s welcome into American homes will continue for at least another 140 years.
Chevy Focuses On Family And Friends In New Ads
Feb. 18, 2010 - Barry Silverstein
通用汽車表示，賣車的是人，而非車；最近通用汽車於冬季奧運及電視的廣告手法不同於以往，拍攝一系列雪佛蘭車款的廣告以人的經驗、朋友、家庭為主，捕捉了雪佛蘭車款的精神，其一，在雪佛蘭車裡頭的＂父女時刻＂，其二，年輕女子開著馬里布＂拯救＂她朋友逃離無聊的約會，藉由此種廣告手法，達到與人的經驗做連結，人們看了廣告會感同身受，對於品牌增加認同感。
GM's Chevy brand is sporting a very different look in ads that just launched during the Winter Olympics: Vignettes featuring families and friends in Chevy cars.
The latest television commercials for Chevy's Equinox, Malibu, and Traverse models drop spokesperson Howie Long in favor of "very human, intimate, family moments – those that often happen in the enclosed environment of the family car – to capture the spirit of Chevy," says Bob Moore, chief creative officer of the agency that created the ads. The previous tagline, "The American revolution," is also gone.
One ad, typical of the series, depicts a dad-daughter moment inside a Chevy Traverse. Another shows a young woman "rescuing" her friend from a boring date by picking her up in a Malibu.
Clearly, Chevy is keying in to a recent trend in automobile advertising that connects cars with people's experiences. Pioneered by the Volkswagen brand more than a decade ago, it appears that slice of life ads are returning to carmakers' creative portfolios. A number of brands, including Subaru, Volvo, and now Chevy, use this approach in current advertising. Which should remind us that cars don't sell cars – people sell cars.
Domino’s Takes The Lead In Online Pizza Orders
Feb. 15, 2010 - Dale Buss
自1980年代起，達美樂就以承諾”30分鐘內外送送達，不然披薩就免費”聞名，並且達美樂眼光著重於放在長遠的未來，因此發展了未來披薩的線上訂購模式，及一套追蹤系統，讓顧客能夠監控他們披薩訂單的進度，而線上訂單數量之龐大到占了總訂單量的五分之一，優點是，第一，省去人工接聽電話的成本，第二，透過系統的訂單將更加準確無誤，第三，據調查指出，透過線上的訂單量及金額比透過電話的多。
Domino’s has been raising the stakes with a major rebranding effort lately, starting with the reformulation of its pizza ingredients and its counterintuitive marketingcampaign based on criticism of the chain’s old recipe.
But maybe just as important in the long run is that Domino’s has moved to the forefront of the future of pizza ordering: online. Last year, the Ann Arbor, Mich.-based chain launched an app called Pizza Tracker that allows customers to monitor the progress of their online orders and delivery ETA.
Online orders now account for about one-fifth of Domino’s overall orders, and the company reportedly has moved ahead of Papa John’s and Pizza Hut to become the US leader in online orders.
In its online push, Domino’s may have drawn inspiration from a regional pizza brand in Michigan, Hungry Howie’s -- which significantly boosted its online ordering throughout last year. Hungry Howie's learned early on the value of not having workers waste valuable time answering the phone. Plus, orders posted online tend to be more accurate, and the tickets tend to be bigger because customers are more likely to add sides of bread and salad that they might not customarily order over the phone.
Of course, Domino’s isn’t new to delivery innovation: Its promise of free pizza if drivers couldn’t make delivery within 30 minutes of a phone order became the brand’s calling card as it grew in the 1980s to become a national player. Questions of liability for accidents caused by speeding Domino’s drivers eventually negated that positioning.
And until the industry figures out a way to deliver a virtual pizza, for now it will be customers who are logging on and delivery people pulling up to the curb.
More about: Domino's, Pizza Hut, Papa John's, Hungry Howie's, Food
