2013 04 22 profiling deployment
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Philip Morris International 2012 - Confidential
Summary
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1. BACKGROUND
2. CONSUMER PROFILING APPLICATION DESCRIPTION
3. DEPLOYMENT PLAN
Profiling Flow
CPA – Steps &Timing
Pilot phase
Review phase
CPA Live
Philip Morris International 2013 - Confidential 3
PMI CE Model
Create a consumer journey with
long-term personalized
communication across all
relevant touch-points at the right
time and intensity.
How to Achieve it? Brand communication & CE tailor made on
LAS profiles & needs .
Engage LAS with emotional, credible, relevant & personalized messages.
PROFILING
Mandatory process to better understand our LAS needs as to address them in a relevant and personalized manner.
Profiling pillars: Life attitudes & Personality Traits Interests / Hobbies
MASS
TARGETED
PERSONALIZED
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BACKGROUND
Philip Morris International 2013 - Confidential
BACKGROUND – Defined Steps
Develop a CONSUMER PROFILING APPLICATION to identify the right profile for each LAS
Identify an appropriate, customized LAS CONSUMER PROFILING:
Relevant for Romanian market, adapted to Romanian realities
In line with the project’s objectives
To consider the Key pillars defined
Deployment of the Consumer profiling within the project: Bucharest/Top 6 cities
Get learning and extend on other brands (L&M)
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Philip Morris International 2013 - Confidential
Consumer Profiling Application screens
STATEMENT SECTION (10 Life attitude statements)
VISUAL SECTION (5 Questions)
Holiday Music Life style InterestsWeek-end
Philip Morris International 2013 - Confidential
Consumer Profiling Application screens
CONSUMER PROFILES (5 Profiles identified)
THE HIPS THE POPS THE PALS
THE NESTERS THE CONFINED
Philip Morris International 2013 - Confidential
The PALS
Exploration
Control
Affirmation Integration
The POPS
23%
13%
The NESTERS
18%
27%
The HIPS
Note:
• % are calculates at national urban level
• Level among LA-35 LA smokers.
• Base of analysis: 1,000 LA smokers
Profiles - Main attitude
The CONFINED
19%
The POPS
Philip Morris International 2013 - Confidential
Profiling General Flow
Start to activate LAS with PERSONALIZED message & targeted brand
CE Interaction with LAS (LAMP/Retail)
Apply CPA to LAS
Define LAS Profile
Takes away in line with LAS with
Profile
Name Generation
Match LAS with Trade Profiles
Philip Morris International 2013 - Confidential
Flow in MING application – CPA included
Open MING Name Generation
SAVE
all
colle
cted
dat
a in
MIN
G
Apply CE Interaction
Brand selection Verify history
Open & Apply Profiling
Con
sum
ers
NO
T pr
ofile
d
CE team visualize the LAS details & history => address him/her in a personalized manner
Philip Morris International 2013 - Confidential
DEPLOYMENT – Usage of Application
Define campaigns / PrizesPersonalized CE/Brand approach
Discover a talent you never knew you had! Come to Entourage with 3 friends and let yourself engaged!
Dare to explore new skills! We’re sure you’ve got what it takes! Come and see for yourself!
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Targeted Brand & CE ideas, mechanics
Hello George,
You are curious and dare to explore any new or unexploited paths;
You are a leader and inspire those around you with your energy and your style of life;
You set the rules of the game like Marlboro does. Continue to lead other people around you and encourage them!
Don’t be a maybe, Be Marlboro!
Create different CE & Brand messages, define campaigns & prizes based on CP. Example: LAS LA-29, HIPS Profile, Marlboro target
“Be yourself! Your passion to explore will conquer the world!”
Philip Morris International 2013 - Confidential
CP Application –Timing & Steps
APR MAY JUN JUL AUG SEP OCT NOV DEC
PILOT REVIEW CPA LIVE
Bucharest
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1. PILOT PhaseTest the application on real environment. 2 weeks (April 2-14, 2013)Get feed-back from CE team & LAS.
2. REVIEW PhaseCentralize & Analyze the Pilot Period feed-back . 1-3 weeks (April 15 - May 11, 2013)Make review and adjustments on CP Application. Solve the bugs (if any).
3. LIVE PhaseDeploy CPA. Profile target LAS & start to personalize the brand & CE message Mid May – Dec 2013Analysis of collected data => define improvements.
4. Consumer Profiling Version 1.1Start to develop CPA Version 1.1. => If needed Jan 2014
Philip Morris International 2013 - Confidential
Pilot period
APR MAY JUN
PILOT
Bucharest
Timing: April 2-14, 2013
Objective: Test &get feed-back on application; Identify most proper locations &timing to apply CPA
Team: 1CE Team (2CEday + 2CEevening +2TL +1CES) + IS + 121 + Brand Team + Research
Training: April 2nd , Otopeni offices; Target Audience: Focus on LA-24 y.o. (max LA-27) ; ~200 new names in DB, profiled LAS of Marlboro, Kent, Dunhill, Pall Mall, Winston (focus on Kent LAS)
Objective: Quantitative: Retail: 8 contacts/day/CE; LAMP: 5 contacts/day/CEQualitative: Reach targeted LAS – 100%
Accuracy of Data collection – 100% validation with Police
01 08 15 22 29 06 13 20 27
Philip Morris International 2013 - Confidential
PILOT Period - Deployment
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Objective: Engage PM employees with new Marketing initiatives. Test &get feed-back from colleagues on CPA.
Participants: Rosetti PMT employees. Rewarded with printed cards with their profile.
Objective: CE team test the application on LAS real environment: LAMP/Retail. Get feed-back from CE team &LAS.
Actions: Test various types of locations at different time of the day. Reach diversity of LAS.
INTERNAL ENGAGEMENT
LAS PROFILING
Philip Morris International 2013 - Confidential
STEP 1: CE interaction
STEP 2: Name Generation
STEP 3: APPLY PROFILING Tone of voice: Friendly, Informal, Extension of previous steps dialog.
Profiling Speech Flow:
CE: “Wow, you are great! Now, I have another question for you: how well do you know yourself? “
LAS: “I think I know myself…. .”
CE: “Marlboro challenges you to discover new things about your personality. What kind of person are you? “
LAS : “I am rather extrovert. I like to party ….. .”
CE: “Ok. Let’s see what our quiz says. It’s very fun! Are you ready?”.
Continues with Profiling application and Profile definition & description.
CE: “And, because you are an Explorer, you will receive as gift this watch, especially design for your profile. Wear it and show it also to your friends!”
CE Speech
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Philip Morris International 2013 - Confidential
PILOT Phase - Deployment - Results
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PILOT PHASE - Results
Achievement Target Achievement vs. target
Total LAS profiled: 146 200 75%LAMP: 106 60 177%Retail: 40 140 29%
TOTAL ACHIVEMENT: 146 LAS Profiled
Split by type of location:
Coffee shop: 36%Pub: 14%Supermarket: 38%Mall: 10%Other shops: 1%
Split by area:
Old City: 69%Other Downtown: 9%Campus: 12%Neighborhoods: 10%
Best locations (those with highest no. of LAS profiled):
Arcade: 25%La Historia: 14%St. Patrick: 10%
Philip Morris International 2013 - Confidential
Feedback on Consumer Profiling Application
“It’s a really nice interaction. I think it’s a great idea to have different prizes for each personality.”“I like the idea of profile. It makes it personal because you show interest in each of us.” “Your app looks absolutely great! And I wasn’t expecting to be so heavily rewarded.” “I like the way you think about getting to know the people that smoke Marlboro. It was a nice and personal way to interact. I hope to see you soon!” “The questions are fun to answer, but I can’t decide on the pictures that easy.” “I think many of the pictures represent clubbing, traveling or activities for couples. They mean the same thing for me.” “You should include in pictures other activities for women, like shopping, lazy weekends, etc.”
LAS FEED-BACK
CE TEAM FEED-BACK
Application Very well received by LAS => enjoy&spend ~15 min on it . No issues on application usage, easy to apply it. Very smooth transition from MING to CPA&back to MING.
Locations Difficult to run CPA in most of Retail locations and also in
some other types of locations during day-time. Fixed Profiling Stations => not so recommended as CE not
able to select target LAS.
CE team All CE teams can run CPA but optimizing activities as to
reach both targets: Profiling and Contacts. Pilot Profiling target => rather high for Retail CE team. CPA more easily run by LAMP teams.
Current proposed pictures in the CPA, to be analyzed & replaced according to the feed-back.
Run CPA with focus on LAMP & recommended day-time areas &timing => CE Team to prepare list of locations & proper timing to activate there.
Quantitative target => to be adjusted according to the results recorded in Pilot period.
Only 1-2 Profiling Stations to be installed (caravans) as test.
KEY ACTIONS TO BE TAKEN
Philip Morris International 2013 - Confidential
Review period – Timing & Activities
APR MAY JUN
REVIEW
Bucharest
REVIEW Period
Timing: April 15-May 11, 2013 (1-3 weeks => except May 1st/Easter period).
Objective: Implement necessary reviews &adjustments on application. Define & develop final activities & actions for LIVE phase.
Actions: Analyze the Pilot Period. Issue reports.
Discuss and evaluate within the team the necessary adjustments (ex: pictures).Create list with focus profiling locations & timing to activate in.
Review Team: 121 with support (CES + IS + Brand Team + Research).
CE Team: Pilot team continues to activate, to profile LAS & provide feed-back on application &adjustments implemented.
01 08 15 22 29 06 13 20 27
Philip Morris International 2013 - Confidential
MAY JUN JUL AUG SEP OCT NOV DEC
CPA LIVEBucharest
LIVE Phase – Timing & Steps
Timing: Mid May – Dec 2013
Objective: Profile target LAS from Bucharest.Define profile for each LAS & gather key elements for differentiation. Start to personalized the brand & CE communication based on each LAS profile identified and key elements for differentiation (sphere of interests, life attitude, etc).
Team: All CE teams depending on the context (locations, timing, etc).
Audience: Focus on LA-27 y.o., Marlboro &Target competition LAS.
Target: Quantitative (Recommended): ~500 names profiled / week / all CE teams (15k new names profiled => until end of year).
Qualitative: Reach targeted LAS – 100% Accuracy of Data collection – 100% validation with Police.
Locations: All, but with focus on LAMP & special day-time areas defined during Pilot & Review Stage.
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Philip Morris International 2013 - Confidential 24
Objective: Explain the purpose & importance of CP project and application Training on application => 1 session – Mid MayParticipants: All CE teams Bucharest (LAMP & Retail) & 121, IS, Brand team representatives
Run CPA mostly in locations where LAS spend more time
Bars, Pubs, Coffee shops, Restaurants, Clubs, Terraces: Locations visited by both Retail & LAMP teams => identified by CE teams.Selected Shops, Hyper/Super market (ex: Carrefour, Mega Image) Locations visited by Retail teams => identified by CE teams.Caravans (considered more as fixed locations): 2 pcs. Locations where activate both Retail & LAMP teams To be positioned in key places (Old city, Regie Campus area)
Objective: Profile target DB LAS (LA-29, Most Active LAS, ~ 5k)Mechanics: Send DB LAS to Caravans or targeted locations => communication via SMS/email
TRAINING SESSION
Recommended LOCATIONS
DATABASE Profiling
LIVE Phase – Deployment Principles
Philip Morris International 2013 - Confidential
Participants: All CE teams (20 CE / 5teams )
Target (qty): Min. 8 contacts / week / CE 8x20CE = 160/week(3 days)/ all teams
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LIVE Period - Deployment Recommendations
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Participants: All CE teams (40 CE / 10 teams )
Target (qty): Min. 8 contacts / week / CE 8x40CE = 320/week(5 days)/ all teams
Retail LAMP
Mechanics: CE Interaction Name Generation APPLY PROFILING
Reward: Profiling watches (different type for women and men) Printed cards with their profile
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