annele brand marketing

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Annele brand communication strategy

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Page 1: Annele brand marketing
Page 2: Annele brand marketing

Purposes and tasks

Page 3: Annele brand marketing

To obtain the loyal customersANNELE as an historical valueANNELE between latvian leading milk producersTo promote the latvian national confidenceTo increase market share, to improve sale ratios

Page 4: Annele brand marketing

Also food products can talk more than for separate product properties and quality, they can talk for values. " Annele" production allows a consumer to remember things he saw or heard about the ancient times, about that time quality and great taste. Without aggression and point of view press on but with its high value, elegance and style not requesting or asking,but allowing the appropriate target audiance to choose the product as a symbol of true quality and elegance, to satisfy desire after traditional values.

Annele – latvian national brand

Page 5: Annele brand marketing

How Latvian milk producer positioning?

healthynaturalfresh

one of usLatvian

Page 6: Annele brand marketing

How do we look like between competitors?

Page 7: Annele brand marketing

The feature of Milk market!

All competitors same commodity - milk - is identical.

The unique difference – packaging and brand legend.

Page 8: Annele brand marketing

The creative conception.

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How can ANNELE differ?

In the time of Ulmanis all it was better. Bread more delicious, milk fatter,bluer skies and sour cream thicker.

The age-old decent times in Latvia = Ulmaņlaiki 20th century 30's

Page 10: Annele brand marketing

Karlis Ulmanis (1877 - 1942)

Karlis Ulmanis was born the third son to a Zemgale farming family in 1877. He became Latvia's first Prime Minister and was also the last national President prior to the Soviet occupation in 1940. Ulmanis was an agronomist by training, a specialization that played a major role in agricultural development during Latvian independence. Ulmanis started his public life in 1899 as coordinator of animal and dairy productivity training courses in rural areas. In 1905 he was editor of the farming journal Lauksainmnieks (Farmer).Ulmanis gained his training in agronomy in several countries. The most significant were the years 1903-05, which he spent at the Leipzig Agricultural Institute in Germany, and at the Lincoln University in Nebraska USA where he gained a Bachelors degree in Agricultural Science in 1909.

When he returned to Latvia in 1913, he worked as an agronomist at the Baltic Agricultural Association and was editor of the newspaper Zeme (The Land). In 1917 he founded the Latvian Country party. In 1918 he became the first Latvian Prime Minister. Ulmanis was Prime Minister on seven more occasions before the political coup he led in 1934.Following the coup, Ulmanis became Prime Minister in the new authoritarian regime, and in 1936 he appointed himself as President as well. During this so-called "Ulmanis period" particular emphasis was laid upon rural production. He often expressed his opinion about the significance of rural industries in the life of the nation: "The farmer is the most trustworthy guardian and producer of national and cultural resources. The farmstead is the cradle of the nation, and the fields are the eternal source of our people's spiritual and temporal strengths." During this period, rural education programmes were promoted; farm mechanization, agricultural cooperatives and rural associations were actively fostered. Latvia became a significant food product exporter.In the Soviet occupation in 1940 Ulmanis was deported to the Soviet Union, where he died in 1942 in prison in Krasnovodska, Turkmenistan.

Page 11: Annele brand marketing

Why was it better in the times of Ulmanis?

Also then, if people haven’t experienced theese times, there are warm flashbacks wich are obtained from literature and mass medium about them.

Then there was an order on earth. People where happyer and politicians more honest.

What whas before, was done by parents, grandparents.

That was the time when everything was more natural, cleaner and healthier.

Page 12: Annele brand marketing

What do we need to achieve?

To obtain that ANNELE takes the status of the ancient,natural,close and beloved production of Ulmaņlaiki.

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Ads in the 20th century 30's

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In campaign we show, that products of ANNELE are same tasty like in times of Ulmanis.

We obtine the status – traditional, Latvian

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Lietojiet tikai ANNELES pienu – spēkam un veselībai!

Use Annele milk only - for strength and health!

Slogan

Page 17: Annele brand marketing

TVOutdoor

PrintWeb

In a collaboration with the media agency Capital Media we will plan the most effective use of mass media.

Advertisments

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Format: Real video

Tint – times of Ulmanis. 20th century the 30's years in Latvia

Text – agitating, as reports of the 30's years

Feelings – beautiful memories and feeling for times of Ulmanis

Video ads

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Story board

ANNELE milk delivery car drives out of a side-street early in the morning.

The car stops next to the grocerie store.

Workers unload the fresh ANNELE production and takes it into the shop where a happy shopkeeper awaits them.

A small girl comes into the store and takes ANNELE milk. The girl has poured milk in

the glass and drinks it deliciously

Pack shot

Page 20: Annele brand marketing

Video text

Latvju tauta. mēs esam sasnieguši cildenus panākumus. mūsu turpmākās rosības gaitas vada mūsu piensaimniecību uz jauniem panākumu ceļiem visā vakareiropā. Tirdzniecības un rūpniecības kamera mūs apbalvo par augsto kvalitāti. Šogad esam sasnieguši jaunus pārdošanas apjomus. Mūsu produkciju gaida gan lieli gan mazi. Lieliska garša, labumi no laukiem. Cilvēka organismam nepieciešamie vitamīni. Lietojiet tikai Anneles pienu – spēkam un veselībai!

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Print ads bolsters in press –

old fashion paper with news of times of Ulmanis and Annele ads

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Outdoor ads – quite as 30's years

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Packaging

Packaging of the “Anneles” products is elegance and style of the 30th years, but it is not loud and obtrusive - ancient fonts, style, mens, illustrations are drawn by darker contours.Texts on packing are informative correct, at the same time - emotional, talking with a client personally. Unobtrusive and neat design without falling paints are difference sign of "Annele" products , what testifies to quality and ancient value.

Page 24: Annele brand marketing

Sales promotionA powerful instrument, how to increase the loyal clients and to lay everyday to choose ANNELE

Latvian people are collectors. He likes to lay one piece to the second and in final get a present.Buy some products of Annele and get piece of puzzle. Collect all pieces and receive one present

Presents are – Annele Ulmanlaiku package

old 5 lats coins of silverbroochamber ornament,milk mugs of claya ticket to latvian movienational costume etc.

Page 25: Annele brand marketing

PR

Risk communication – milk from Latvia, which only packed in Lithuania

CompetitionsMeasures of stimulation

To take a part and organize social and charity projects

Page 26: Annele brand marketing

PricesStandart prices:

Creative director 125 Eur/hdesigner – 75 Eur/hcopywriter – 75 Eur/hFoto – 75 Eur/hweb designer – 75 Eur/hproject manager – 55 Eur/hproject asisstents – 40 Eur/hPR director – 100 Eur/hPR project manager – 55 Eur/hPR assistent - 40 Eur/h

Page 27: Annele brand marketing

Provisional campaign costs

Campaign idea – 1500 EurVideo shooting – 12500 EurFotosession – 1500 Eur

Page 28: Annele brand marketing

Lietojiet tikai ANNELES pienu –spēkam un veselībai.