юбилейное competitive overview

Jubilee Competitive review September 2013

Market snapshot

Trends of market

Quality & health benefits (choosey consumer)

Trends of market

Trust to tradition of national kitchen (world well-known taste; perfect

ingredients from country famous in some specific aspects)

Trends of market

“Fitness” trend (less calories, replacement from sugar to fructose)

Trends of market

Fast cooking

Advertorials review

Competitors of Jubilee Traditional

Main trend in category that not communicated

Pack & size (big packing of 250-300 gr. on small price; petite cookies for office tea break)

Maping

 Origins claim Naturalness Family values Perfect with tea Unique tastes 

and components

Lubyatovo          

Bryankonfi          

7 Days          

Mulino Bianco          

Codes of the category

Naturalness – wheat field Origins claim Perfect with tea - tea occasion

Codes of the category

Unique tastes and components Family values – all the family have tea-break

Product: Lyubyatovo

Campaign message: Natural

taste and health benefit

RTB: Keeps all the best from

nature

Tone of voice; Kind, family-

oriented

Head line: From the heart of

Russian fields

TVC 2013

BTL 2013

Product: Lyubyatovo

Date: 18.02 – 18.08

Mechanics: Register a code,

write a story about your family

cottage and win the repair of

summer residence

BTL 2013. Internet support

BTL 2013

Product: Lyubyatovo

Date: 18.08 – 10.12

Mechanics: Find a unique

code inside the packaging;

Register code on the site

www.lubyatovo.ru or SMS to

the number 5400 and

participate in the prize draw!

Product: Bryankonfi

Campaign message: Quality

product for family tea break

RTB: Done like homemade

food, ecological product

Tone of voice: Kind, family-

oriented

Headline: Legendary brand,

perfect quality

TVC 2013

Product: 7 Days

Campaign message: Best for

tea break

RTB: The perfect combination

of pastry and filling, sweet taste

Tone of voice: Kind, soulful

Headline: The soul of tea party

TVC 2013

Product: Mulino Bianco

Campaign message: Perfect

Italian taste

RTB: Every taste have his own

product story

Tone of voice: Kind, soft

Headline: Mulino Bianco -

The truth Italian taste

Press 2013

Competitors of Jubilee Morning

Maping

Origins claim Naturalness Family values Time economy

Health and wellness

Unique tastes and 

components

Bystrov            

Actimel            

Nordic            

President            

Skoroeshka            

Ehrmann            

Codes of the category

Naturalness – product storyOrigin claim - Finland’s rough naturalness

Codes of the category

Family values - mother and child bonding Time economy

Codes of the category

Health and wellness – packshot and headline Give us  strong association with healthy lifestyle

Unique tastes and components – ingredients comparing with usual subjects

Product: BystrovCampaign message: Normalizes work of the bowel

RTB: Contain probiotic

Tone of voice: Scientific

Headline: Perfect in the Lent. The

quality of Nestle

TVC 2013

TVC & Radio 2013

Product: Nordic

Campaign message: Organic,

diversity of tastes, health benefit

RTB: Finish quality

Tone of voice: Austere Nordic

humor

Headline: Hot Finish porridge

TVC 2013

Product: President

Campaign message: Good

breakfast creates good mood for

all your working day

RTB: Perfect of ingredients and

quality control

Tone of voice: Rational,

optimistic

Headline: Breakfast that create

my day

Product: Skoroeshka

Campaign message: Quick

decision for breakfast

RTB: Useful composition:

oatmeal porridge, vitamins, fruits

and berries

Tone of voice: Optimistic

Headline: Have breakfast?

Product: Ehrmann

Campaign message: Quality

production with big history

RTB: 3 times more milk in

yogurts

Tone of voice: Kind, family-

oriented

Headline: Light and useful

breakfast for 5 minutes!

Press 2013

Product: Actimel

Campaign message: Immunity

protection

RTB: Contain lactobacterium

Tone of voice: Kind, family-

oriented, scientific

Headline: The breakfast for

immunity

TVC 2013

Product: Actimel

Campaign message: Immunity

protection

RTB: Contain lactobacterium

Tone of voice: Kind, family-

oriented, scientific

Headline: The breakfast for

immunity

TVC 2013

Competitors of Jubilee with fruit and berries

Maping

   Scientific proof Naturalness Family values Health and 

wellness Joy of life

Sharmel          

Nestle Fitness          

Velle          

Danissimo          

Ehrmann          

Activia          

Bio Balance          

Chudo          

Bio Max          

Codes of the category

Scientific proof – the graphics show how useful elements are working

Naturalness - Ingredients display

Codes of the category

Family values

Health and wellnesspackshot and headline give us full information Joy of life

TVC 2013

Product: Sharmel

Campaign message: Pleasure

especially for women, not

damage figure

RTB: Light texture

Tone of voice: Humor and

affectedness

Headline: Small fun for woman

Outdoor 2013

TVC 2013

Product: Nestle Fitness

Campaign message: Get your

perfect shape in 14 days

RTB: Made from whole grains

Tone of voice: Optimistic

Headline: 14 days fitness

program. Nestle's quality

Product: Velle

Campaign message: Taste and

health benefit

RTB: Contain oatmeal, fruits and

probiotics

Tone of voice: Romantic

Headline: The harmony of taste

and benefit

TVC 2013

TVC 2013

Product: Danissimo

Campaign message: You can

eat Danissimo even in the

evening with pleasure

RTB: Contain light curd, fruits

and sweet cream

Tone of voice: Romantic

Headline: Carefree joy

Press 2013

Product: Ehrmann

Campaign message: Quality

production with big history

RTB: 3 times more milk in

yogurts

Tone of voice: Kind, family-

oriented

Headline: Want something tasty

and nature?

Product: Activia

Campaign message: Good

alternative for snackRTB: Contain bifid bacteria

Tone of voice: Optimistic,

scientific

Headline: Benefit snacking with

Activia

TVC 2013

TVC 2013

Product: Bio Balance

Campaign message: Important

part of healthy nutrition

RTB: Contain lacto bacteria

Tone of voice: Scientific

Headline: Meet city spring with

Bio Balance

TVC 2013

Product: Chudo

Campaign message: Help to

satisfy hunger and feel the care

of your relatives

RTB: Sweet texture with fruits

Tone of voice: Family-oriented

Headline: My favorite Chudo

TVC 2013

Product: Bio Max

Campaign message: Help to

avoid digestion problems

RTB: Contain pectin and inulin

Tone of voice: Optimistic

Headline: Fill every day of life

Thank you!