Everyday Heroes Conference

Before We Start:

California Almonds – India Marketing Program 2011-2012

2011–2012 Marketing Objectives

• Increase consumption of California Almonds amongst current consumers

• Increase awareness of California Almonds outside of traditional holiday/festive season

• Increase awareness of California Almonds outside of traditional usage patterns

Diwali Campaign

Diwali – Communication Strategy

Build on the proposition of „gifting good health‟ during Diwali. Previous year‟s Festive creative continued this year.

Diwali Campaign – TVC‟s

• 8665 spots telecast from 15th September to 25th October (6 Weeks)

• Telecast on all leading GEC‟s: Colors, Zee, Sony Entertainment, Star Plus and Sab TV

• High frequency burst on Zee Cinema, Max, Filmy, Zee News, 9XM, India TV, Discovery, Zoom and Food.

• Reached regional audiences through Zee Marathi, Zee Talkies, and PTC Punjabi.

• Popular programs such as, Kaun Banega Crorepati, Big Boss, Balika Vadhu, Bade Achche Lagte Hain,

Uttaran, Sathiya, Yeh Rishta Kya Kehlata Hai and Pavitra Rishta adopted.

• Some shows also ran the title, “Brought to you by California Almonds” for a period of 6 weeks, free of cost.

Diwali TV Campaign

Diwali Print Campaign

• 9 print publications adopted.

• Titles:

• High reach daily supplements, Times of India – Times Life and Hindustan Times – HT Brunch

• Women centric magazines : Femina, Grihshobha, Grihlakshmi, Reader‟s Digest,

Reader‟s Digest – Food Special, Meri Saheli and Jagran Sakhi

Print Campaign Continued after Diwali

December January

Influencing Nutritionists: Indian Dietetic Association (IDA) Journal

Third Party Research to Measure Impact and Effectiveness of Campaign

Ad Testing: Ad Recall

• Almonds have the highest recall (among dry fruits) for advertising seen or heard in the last three months

• Aided recall of TV advertisements was extremely high (76%) • Brand “California Almonds” recalled at 22%

RQ14: In the past three months, for which dry fruits have you seen of heard of or read anything?

56%

32%

20% 18% 13% 11% 10% 10%

0%

10%

20%

30%

40%

50%

60%

Recalled Hearing or Reading About (in the last three months)

Aided Advertising Recall (i.e. remembered seeing specific ad shown)

Unaided

Aided

RQ19 & RQ21b: Do you remember watching this ad on television within the last three months? RQ22: Do you remember seeing this ad or any similar ad in the newspaper/magazine in the last three months?

TV and/or Advertorial

Any TV TVC 1 TVC 2 TVC 3 Advertorial

77% 76% 53% 55% 57% 15%

Don’t

Know 66%

California

22%

Badam 12%

“Brand” Recall (among

those remembering any TV ad)

Ad Testing: Liking, Relevance, Comprehension, Believability

• Overall, respondents liked the ads and found them to be relevant, easy to understand, and believable

56%

46% 47% 50%

40%

42% 53% 45%

47% 55%

98% 99% 92% 97% 95%

0%

20%

40%

60%

80%

100%

Liking Relevance Easy to Understand Believability New Information

2nd Box*

Top Box*

Ad Performance (among those remembering any TV ad) n=757

A1-A9 * Top and second box were most often “very” and “quite” or “strongly” and “somewhat”

Ad Testing: Message and Spokesperson Recall

• Among those recalling an almond ad on an unaided basis, 84% were able to recall a specific message

• Spokesperson recall was also extremely high (93% among those recalling a woman in the ad)

RQ16: What was the key message that you picked up from the advertising? RQ17: Please tell me whether there was a woman in the advertisement? RQ18: Can you tell me who the woman was in these ads?

Key Message Recalled % (among those seeing/hearing an ad for almonds in last three months)

n=561

Any message 84%

Karisma telling about almonds 20%

Almonds are good for your health 20%

Almonds should be gifted 20%

Good for the mind 18%

Good for the hair/skin 9%

Gives strength 9%

87% of those recalling seeing an almond ad

remembered that there was a woman in the ad

(49% of the total sample)

93% of those recalling a woman in the ad recalled

Karishma Kapoor (45% of the total sample)

Ad Testing: Spokesperson Liking, Relevance

• Karishma was very well-liked, especially among Mumbai respondents

B1c – B4

Total Ahmedabad Delhi Lucknow Mumbai

n= (seen any TV) 757 172 215 185 185

Like her a lot + a little 97% 95% 98% 95% 99%

Like her a lot 51% 49% 42% 54% 62%

Very + Quite suitable 99% 98% 99% 99% 99%

Very Suitable 55% 52% 48% 48% 74%

2%

3%

95%

96%

97%

98%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Boring

Irritating

Honest

Knowledgable

Confident

Convincing

Agreement that Karishma was… (among those remembering any TV ad) n=757

Ad Testing: Impact

• Nearly 40% of those recalling a TV ad report being much more likely to eat almonds in the future as a result of the advertising

C1: How likely are you to recommend almonds to your friends and family? C6: And how was your intention to consume almonds in the future affected by this advertisement?

How likely are you to recommend? n=757

Impact on intent to eat almonds n=757

51%

45%

0%

20%

40%

60%

80%

100%

Advocacy

Will probably recommend

Will definitely recommend

96%

38%

55%

0%

20%

40%

60%

80%

100%

Intent

Much more likely

Somewhat more likely

93%

From Gifting to Increasing Consumption Among Existing Users

Insight Mining Study

(20 FGD‟s in 4 Markets)

Insight Ranking Study

(1322 respondents in 4 Centers)

Creative Development

Creative Testing Study

(12 FGD‟s in 4 Centers)

Creative Tweaking as per findings Campaign Roll Out

Summarizing the Process

*4 centers used across researches are: Delhi, Mumbai, Lucknow and Ahmedebad

Factors Driving Consumption of Almonds

Weighted Scores

Memory/ Brain (17)

Preventive (6 )

Weight management (7 )

Heart Related (8 )

Anytime any day (11)

Hair/ skin (14)

Bones strength (1 )

Taste/ Garnishing (13 )

Aspirational (12)

Energy (11 )

Question. Now I shall read out some statements related to various benefits provided by dry fruits and some other items that are available in the market. As I read out each statement, please tell me to which of the following items do you associate this statement with. Please note that you can choose multiple responses for each statement and in case you feel that any statement doesn‟t apply to any item then you can also choose none.

Factor Hierarchy

*as recommended in the Insight Ranking Study

Insight Used and Brand Proposition

Insight Used: I am the caretaker of the family‟s health, hence I will do what it takes to

keep them and me healthy and energetic Brand Proposition:

“I ensure daily consumption of almonds by my family members

(including me), to enable each of us to achieve success in whatever we do. Success is a result of energy that allows each

and every member of my family to make most of the opportunities that come their way through physical stamina and mental agility.”

A mother‟s love leaves an

indelible imprint on a child‟s life.

She believes in him, more than anyone else. She encourages him, to follow every dream. Be victorious. She protects him, and she nurtures him with the goodness of almonds, to make every dream come true. Her love and the nourishment of almonds every morning, help shape him into the person he becomes.

Almonds, a Mom‟s Way of

Saying „I Care‟

Winning Creative Idea

Brand Film: Traditions and Energy

Media in Use

• Over 8300 spots to be aired during February – March 2012.

• Leading GEC‟s – Colors, Zee, Sony Entertainment, Star Plus and Sab TV

• Other channels: High frequency burst on Set Max, Filmy, Zee News, 9XM, India TV, Discovery, Zoom and Food Food.

• Regional Channels: ETV Marathi, Mahuaa TV and Star Pravah.

• Popular programs include: Balika Vadhu, Badhe Acche Lagte Hain, Havan and Uttaran.

Brand Film Extension: Classroom

Same idea as current campaign, executed to highlight existing belief that almonds are good for brain.

Mother/nurturer and mother – child relationship dramatized in context of academics success.

Media Planned

• 5000 spots planned for 1 month post completion of current campaign. • Leading GEC‟s: Star Plus, Colors, Sony and SAB TV • Others: Zee Cinema, Filmy, SET Max, India TV, Zoom and Discovery.

Brand Film Extension: Classroom

Summer Campaign: Encourage Consumption during Summer Months

Campaign under development

Building Knowledge Through PR

Key Press Office Activities

• Health benefits of almonds • International studies on health benefits of

almonds for diabetes and weight management (Mattes Study)

• Benefits of almonds during winters • Almond health benefits factsheet

Build Knowledge Through Press Notes

• Festivals :Rakhi, Ramdan, Diwali & Christmas • World Days : World Diabetes Day, World Heart

Day, Nutrition Week & World Obesity Day. Leveraging Occasions

Recap of Enhanced India Marketing Program

• Communication supporting regular consumption beyond peak festive period

• Building of consumption in Summer • Insights through research being leveraged for maximum impact • Enhanced support

Almond Board of California: Overview

Thank You