MOBILE MARKETING IN BEVERAGE DEMAND SCIENCE

Huynh Xuan Lien

Marketing SVPSuntory Pepsico Vietnam

Oct 30th, 2015

BRAND STRATEGY

• Brand Purpose

• Brand Lover

• Demand Architecture

• Relevant Demand

Space

3YR BRAND GROWTH

PLAN

• 3yr Growth Task

• Consumer/ Shopper

task

• Barriers/ Triggers

within Demand

Journey

• Brand Big Idea

DIGITAL INTEGRATION

FRAMEWORK

• Integrated Marketing

Communications

• Digital Toolkit

• CRM/ Data Analysis

ANNUAL OPERATING

PLAN

• Integrated Marketing

Communications

• Integrated Digital

Plan

• Optimized Content

Marketing strategy

INPUTS DIGITAL INPUTS OUTPUTS…AND OUR MARKETING LIVES

• The Big Idea

• The Demand Journey

identifies where and

how the consumer/

shopper uses their

mobiles, e.g. at the

point of Purchase.

• Mobile usage impacts

every element of

marketing:

- Reflect the immediacy

- Leverage proximity

- Be as integrated as

possible.

OPTIMIZED

MOBILE

STRATEGY

• Demand Science

identified for

incremental growth.

• Based on Demand

Science context,

identify the role of

mobile.

MO

BIL

E

PERSONIFICATION

LOCALIZATION

IMMEDIACY

MOBILE STRATEGY

MOBILE TECHNIQUE: SEARCH, AD & VIDEO, BRAND APP, SOCIAL APP, COUPON, OOH

PERSONIFICATION

OUR CASES

LAY’S MOBILE BAG CHALLENGE

•Technique: Web-based Mobile.

•How: Lay’s created interactive

Summer Bag Creator tool at

www.lays.com, fans can upload a

summer photo, caption it and receive

a digital version.

•What: The first 10,000 approved

submissions will receive real bags.

IMMEDIACY

OUR CASES

DEW’S 1st MOVER IN PERISCOPE

•Technique: Native App

•How: On March 26, Mountain Dew

tweeted out a link to its live stream on

Periscope, encouraging Twitter users

to stop by.

•What: Once the stream was over, the

brand reached out to fans that

watched to reward them.

LOCALIZATION

OUR CASES

PEPSI PASS’ LOCATION-BASED

•Technique: Brand App

•How: location-based update that will

award points to friends who have

downloaded the app and are hanging

out with each other.

•What: This happens seamlessly in the

background. No need to tag friends, or

to check in.

FROM WHAT WE THINK

DEMAND SCIENCEA Shift In Thinking

TO WHAT CONSUMER THINK

Break Time Family

Friends Unwind

No guilt Thirsty

FROM WHAT WE THINK

DEMAND SCIENCEA Shift In Thinking

TO WHAT CONSUMER THINK

WHATWHO

WHERE WHEN

WHY NOT

WHY

FROM WHAT WE THINK

DEMAND SCIENCEA Shift In Thinking

TO WHAT CONSUMER THINK

DEMAND

SCIENCE

in

BEVERAGE

WORLD

PREPARE (17%) PERFORM (24 %)

RESET (48%) CONNECT (07%)

ENJOYABLE MEALS TOGETHER(xx%)

I want to enhance a celebratory meal with my friends & family

DEMAND SPACE SELECTION

RESET (48%)

YOUNG AND CHILL(5%)

I want something refreshing –a drink that is fun and tasty to

distract me

ENJOYABLE MEALS

TOGETHER (3%)

I want to enhance a

celebratory meal with my

friends & family

CONNECT (07%)

SHOPPING

GOALSHow do I get ready to shop

STORE CHOICE

DRIVERSWhere is the best place (s)?

SHOPPING

DYNAMICSHow do I buy?

DEMAND

AWARENESS

DRIVERSHow do I get aware?

EXPERIENCE

CHARACTERISTICSHow do I get involved?

CONSUMPTION

DYNAMICSHow do I use?

PLAN PLACE PURCHASE

CONSUMEENGAGEAWARE

DEMAND BUY

DEMAND JOURNEY C

onsum

er

Journ

ey

Bra

nd

Ap

pro

ach

BLAST OUT SMS TO

TARGETED CONSUMER

NEARBY STORES

REAL-TIME &

LOCATION-BASED

WIFI ADS

WIFI & SMS

MARKETING

CONSUMERS HAVE BEEN DRIVEN TO STORES

IN THE ZONE(xx%)

While I’m trying to finish my work, I need something invigorating

YOUNG AND CHILL(5%)

I want something refreshing – a drink that is fun and tasty to distract me

ENJOYABLE MEALS TOGETHER(3%)

I want to enhance a celebratory meal with my friends & family

YOUNG AND CHILL(5%)

I want something refreshing – a drink that is fun and tasty to distract me

SHOPPING

GOALSHow do I get ready to shop

STORE CHOICE

DRIVERSWhere is the best place (s)?

SHOPPING

DYNAMICSHow do I buy?

DEMANDSPACE

DEMANDJOURNEY

Mobile --- Mobile --- Mobile --- Mobile --- Mobile

ENJOYABLE MEALS TOGETHER

(3%)

I want to enhance a celebratory meal with my friends & family

YOUNG AND CHILL(5%)

I want something refreshing – a drink that is fun and tasty to

distract me

MOBILE ROLE IN MOBILE IN

BEVERAGE DEMAND SPACE

Be There

Be Useful

Be Immediate

THANK YOU