Concept Wri,ng Windsor 2010 - Marketing Development

Marketing Development

Concept	
  Wri,ng	
  
    Windsor	
  2010	
  

     Charlo6e	
  Kwist	
  

CONCEPT WRITING                                            MARKETING COLLEGE

     Training objectives

     By the end of this module, you will:

        Understand
          what a concept is and how it is used
          what its key components are, and
          what differentiates strong from weak concepts

        Be able to start writing strong concepts

CONCEPT WRITING                         MARKETING COLLEGE

     Agenda

        Building brand equity

        Intro to concept development

        Writing concepts

        Evaluating concepts

CONCEPT WRITING                           MARKETING COLLEGE

        Building	
  Brand	
  Equity	
  

CONCEPT WRITING         MARKETING COLLEGE

     What is a brand?

CONCEPT WRITING                                               MARKETING COLLEGE

     What is positioning?

        The place you occupy relative to your competitors in the
         consumer’s mind

        Concentrating on one appealing idea that distinguishes our
         brand from the competition in the mind of the target
         audience

CONCEPT WRITING                                           MARKETING COLLEGE

     Relevance

        “Positioning means concentrating on
         one appealing idea that distinguishes
         our brand from the competition in the
         mind of the target audience”

              “If you’re on the wrong train, every stop
                         is the wrong stop.”

                     David Verklin, ex-CEO Carat

Man is the creator of                                               The desire to be
change in this world.
As such he should be
                                                                    empowered as a
  above systems and                                                 creative, unique
structures and not be                                                   individual
  subordinate to them

                         Apple	
  is	
  on	
  earth	
  to	
  
                         make	
  great	
  products.	
  
                              A	
  prime	
  mover	
  	
  
                                 of	
  crea;on.	
  	
  
                        Never,	
  ever	
  an	
  add-­‐on.	
  	
  
                                   A	
  Force.	
  

iPhones sold in 2008:
      11.4 million
  (index 246 vs. YA)

2008 revenue:
 $720 million

Vicks Breathing Sensations is
a new way to experience the
stimulating power of menthol in
a delicious chewing gum.

- The crunchy white layer
contains a high level of arvensis
mint that instantly gives you an
intense feeling of cool breathing
in your mouth and nose.

- The smooth blue gum layer
contains Vapocrystals that
continuously release menthol
vapours to make the feeling last
whilst you chew.

CONCEPT WRITING                                           MARKETING COLLEGE

     Focus

        “Positioning means concentrating on
         one appealing idea that distinguishes
         our brand from the competition in the
         mind of the target audience”

          “The essence of positioning is sacrifice. You
          must be willing to give up something in order
                  to establish that unique position”

CONCEPT WRITING   MARKETING COLLEGE

CONCEPT WRITING   MARKETING COLLEGE

CONCEPT WRITING                                  MARKETING COLLEGE

     Distinctiveness

        “Positioning means concentrating on
         one appealing idea that distinguishes
         our brand from the competition in the
         mind of the target audience”

CONCEPT WRITING                                                              MARKETING COLLEGE

     Perceptions

        “Positioning means concentrating on one appealing idea that
         distinguishes our brand from the competition in the mind of
         the target audience”

          “Products are made in factories…   …brands are made in the mind”
                                                                                     W.	
  Landor

CONCEPT WRITING                                                                                                MARKETING COLLEGE

     Perceptions

        “Marketing is not a battle of products, it’s a battle of
         perceptions”

                                               The	
  ‘real’	
  Pepsi	
  test	
  
                                  Blind	
  test	
                              Branded	
  test	
  

                                                                             65%	
  
                     51%	
  44%	
                                                   12%	
  
                                                 5%	
                23%	
  
                     prefer	
      prefer	
          no	
             prefer	
      prefer	
          no	
  
                      Pepsi	
       Coke	
   preference	
              Pepsi	
       Coke	
   preference	
  

CONCEPT WRITING                                                           MARKETING COLLEGE

     Touchpoints

     = Moments at which the target audience comes in contact with
          the brand

              product	
                                                  price	
  
              stores	
                                                service	
  
              history	
                                        brand	
  name	
  
              promo,ons	
                                         packaging	
  
              personnel	
  
                               Percep,ons	
                     adver,sing	
  
              users	
                                           Direct	
  Mail	
  
              PR	
                                       corporate	
  image	
  
              sponsoring	
                              investor	
  rela,ons	
  

                                weblogs,	
  chats	
  
                                word-­‐of-­‐mouth	
  

CONCEPT WRITING                                            MARKETING COLLEGE

     Perceptions. The role of marketing

                                 Perception

                  Perception                  Perception

                               Brand Equity

CONCEPT WRITING                                                             MARKETING COLLEGE

     What is brand equity?

          Brand equity is the added value that a brand brings to a
           product

          Benefits of strong brand equity:
                 consumer information processing
                 increased profitability
                 reduced vulnerability to competition
                 the ability to charge premium prices
                 a platform for introducing new to market products carrying the
                  same brand name

CONCEPT WRITING                                                 MARKETING COLLEGE

    Great	
  brands	
  begin	
  with	
  great	
  concepts	
  

        Great brands are:
           relevant to the target consumer
           focused on one big idea (‘tennis ball’)
           distinctive vs. competitors

        We often use concepts to develop new brand or product ideas,
         so…
           all concepts should meet these same criteria

CONCEPT WRITING                               MARKETING COLLEGE

        Introduc;on	
  to	
  concept	
  development	
  

CONCEPT WRITING                                              MARKETING COLLEGE

     Concept. Definition

     A concept captures the core idea of a product or service,
     answering the questions:

        What’s in it for me?

        Why should I believe that?

CONCEPT WRITING                                                MARKETING COLLEGE

     Concept. Purpose

         Helps us assess the likelihood of success of a new product idea
          with consumers

         A way to capture the core of a new idea in such a way that the
          target audience can easily understand and react to it

         A starting point for the development of products, packaging,
          promotional ideas and communication

CONCEPT WRITING                                                          MARKETING COLLEGE

     Concept. Elements
                  Galaxy Cream for Long-lasting Pleasure
                  Sometimes I long for time to stand still, so I could
                  lose myself in a moment of chocolate bliss.

                  Indulge yourself in Galaxy Cream with our
                  signature creamy chocolate that melts your
                  senses.

                  Galaxy Cream is smooth, delectable chocolate
                  blended with rich cream that makes each piece
                  slowly melt in your mouth, in a lingering moment
                  of chocolate pleasure.

                  This creamy selection from Galaxy can be
                  enjoyed with 3 distinctive fillings – Hazelnut
                  Cream, Caramel Cream and Chocolate Cream.

CONCEPT WRITING                                                          MARKETING COLLEGE

     Concept. Elements
Headline          Galaxy Cream for Long-lasting Pleasure

Insight           Sometimes I long for time to stand still, so I could
                  lose myself in a moment of chocolate bliss.

Benefit           Indulge yourself in Galaxy Cream with our
                  signature creamy chocolate that melts your
                  senses.

Reason-to-        Galaxy Cream is smooth, delectable chocolate
                  blended with rich cream that makes each piece
Believe (RTB)
                  slowly melt in your mouth, in a lingering moment
                  of chocolate pleasure.

Relevant          This creamy selection from Galaxy can be
details           enjoyed with 3 distinctive fillings – Hazelnut
                  Cream, Caramel Cream and Chocolate Cream.

CONCEPT WRITING                                                                MARKETING COLLEGE

     Concept. Elements

         In the development process, all concept elements need to be
          worked

         When working with consumers, some of the elements can be
          left out:
                 In qualitative: to assess strength of individual sections of the
                  concept
                 In quantitative: to reflect levels of support for the initiative

CONCEPT WRITING                                              MARKETING COLLEGE

     Concept. Process

         Consumer Hotshop / Concept Lab –
          sessions with (creative) consumers to
          explore product ideas, develop and
          optimize concepts prior to concept
          screening

         Mix of consumer contact sessions and time for the team to
          Stop&Think and improve the concepts

         From exploration to validation

         Multi-disciplinary, very time-intensive effort

CONCEPT WRITING                  MARKETING COLLEGE

        Wri;ng	
  concepts	
  

CONCEPT WRITING                 MARKETING COLLEGE

     Concept writing

         It’s like a puzzle…

CONCEPT WRITING                                                MARKETING COLLEGE

     Concept writing

        It all begins with the Insight …

        … then comes the Benefit

        … then the Reason-to-Believe

        The Relevant Details, a Headline and Visuals (if appropriate)
         come last

CONCEPT WRITING                                                                                        MARKETING COLLEGE

     Insights. Definition

         “A penetrating discovery about consumer motivations that
          can be applied to unlock growth”

            Influen;al	
  learning	
  or	
  
                                                 Create	
  a	
  connec;on	
      Against	
  which	
  we	
  can	
  then	
  
               interpreta;on	
  &	
  
                                                     between	
  the	
           deliver	
  some	
  relevant	
  brand	
  
               understanding	
  of	
  
                                                  consumer	
  and	
  the	
      value,	
  or	
  product	
  aRribute	
  or	
  
             facts	
  and	
  nuggets	
  of	
  
                                                    brand	
  /product	
                           benefit	
  
                  informa;on	
  

         Reactions to real insights
            The universal head nod, and flow of personal examples
            “That’s sooo true!”
            “You obviously understand me”

         Short paragraph written in consumer language
            “That’s something I could have said!”

CONCEPT WRITING                                                  MARKETING COLLEGE

     Insights. Why?

         Creates a context or perspective for the rest of the
          concept. It opens up the mind in order to make the
          promise more relevant (the “hook”)

         The Benefit paragraph in your concept will be an
          answer or solution to these thoughts

CONCEPT WRITING                                                   MARKETING COLLEGE

     Insights. How?
          Insights must make a CONNECTION – hit a rational or
           emotional nerve

          They should be INCISIVE, so consumers can react to
           something

          Insights must be SIMPLE

          Insights must be MOTIVATING

                      Insight is correct when consumers can say
                  “Yes, it is true: that’s exactly what I think/feel”

CONCEPT WRITING                                                     MARKETING COLLEGE

     Insights. How?

          Good ideas CAN be rejected if framed by the wrong insight!

          Great insights don’t necessarily make a good idea – if the
           benefit is wrong, or not linked to the insight, the idea will fail!

          Insights need to be specific enough to be relevant and
           motivating but have broad enough appeal to meet your
           business objectives! Not always easy…

          It’s perfectly fine to use a fact or ACB in your business
           projects if that is all that is necessary to create a hook – not
           everything needs a deep psychological insight!

CONCEPT WRITING                                                                 MARKETING COLLEGE

     Insights. Writing them

         One common format:

            Consumer truth                “I try to drink 1.5L water a day …

            Reason-why                    to stay healthy…

            Friction                      but it’s so hard to do”

         May be less appropriate with brands that are highly
          emotionally-driven (e.g. Galaxy)
                 Artificially forces us to search for a problem when one may not exist

CONCEPT WRITING                                                              MARKETING COLLEGE

     Insights. Writing them

             Are they using the target’s language?

             Are they empathetically expressed?
                   Personal and inclusive language: “I” not “you/your”
                   Avoid patronising or authoritarian tonality: “Sometimes, it’s good to…”,
                    “It may happen that…”

             Are you unintentionally arousing or prompting negative
              emotions? Is the consumer enhanced, not criticised?
                   Avoid questioning their current habits/choices if it makes them appear
                    stupid or inadequate
                   Fear of fear

             Do you focus on one dilemma or belief?

CONCEPT WRITING   MARKETING COLLEGE

Special Indulgent Moments

My daily commitments demand that I stay
positive, even as I take on countless pursuits
and responsibilities. That is why I need special
moments to enliven my spirits.

Heighten your mood with a little indulgence
from Galaxy Moments. Galaxy Moment’s most
involving chocolate journey begins with its
premium and elegant box, followed by
opening each of the 3 pieces and exploring
pure pleasure with their smooth, creamy taste.

Galaxy Moments is a decadently delicious
chocolate, blended with divine rich cream that
makes each piece slowly melt in your mouth.
Lacing your moments of indulgence with softly
melting, creamy delights.

Savor your special moments with Galaxy
Moments.

Thrive with Galaxy Moods

Women have changing feelings and moods and we need people
around us to understand these moods and help us thrive
through them.

Thrive through Galaxy Moods. A divine experience of chocolate
therapy, Galaxy Moods is a blend of smooth and creamy Galaxy
chocolate infused with drops of Chamomile that soothe stress,
or drops of Jasmine for moments of serenity, or drops of Ginger
for moments of spontaneity.

There’s a Galaxy Moods for all your different moods.

CONCEPT WRITING                                             MARKETING COLLEGE

     Casework 1. Insights

         Agree a project with your team

         Develop / improve as many possible insights as you can come
          up with

CONCEPT WRITING                                               MARKETING COLLEGE

     Benefit. Definition

          What the consumer receives, enjoys or experiences in
           exchange for his time, trouble, trust or money

          The most compelling and distinctive thing your product idea
           can do for the consumer

          Answers the question: “what’s in it for ME?”

          Can be more functional (product benefit) or emotional (people
           benefit), or both

CONCEPT WRITING                                                           MARKETING COLLEGE

     Benefits. Functional or Product benefits

         What the product tangibly does for the consumer
            “What does this give me, or do for me?”

         Example:
            Gillette: closest shave
            Head & Shoulders: removes and prevents dandruff
            EasyJet: makes flying euro’s cheaper than traditional airlines

CONCEPT WRITING                                                MARKETING COLLEGE

     Benefits. Emotional or People benefits

        Explains what the product benefit means to you
           “How does it make me feel when I get it?”, or
           “What does it allow me to achieve when I get it”

        Example:
           Gillette: confirms male success
           Head & Shoulders: greater confidence
           Easy Jet: smarter choice

CONCEPT WRITING                                                           MARKETING COLLEGE

     Benefits. Developing them

        The benefit can follow from the Insight (top-down)
           Often a solution to the dilemma/unmet need

        ...but can be made more specific or distinctive by looking at the
         product ideas (bottom-up)
           Laddering product features up into customer benefits
           Ask: “why should I care about this feature?”, “why is it important?”

CONCEPT WRITING                                                   MARKETING COLLEGE

     Benefits. Laddering

         Laddering is based on Reynolds and Gutman’s Means-
          End Chain

         Qualitative interview technique that
          exposes all possible connections
          between a product’s attributes and its
          end values

         Helps identify the ‘higher meaning’ of
          your product idea
                 What is the best benefit to use?
                 What are the best reasons-to-believe that
                  supports this benefit?
                                                              WHY?????

CONCEPT WRITING                                 MARKETING COLLEGE

    Benefits. ‘Window of opportunity’

                                   Emotional
                     Values
                                                  Here?

                                                  Here?
                  Consequences

                                                Or Here?

                    Attributes
                                   Functional

CONCEPT WRITING                                                            MARKETING COLLEGE

     Benefits. One clear benefit idea

          New benefit
               Now there’s a delicious meaty snack that’s perfect for between meal
                feeding

          New level of a benefit
               Now there’s a Celebration selection created to satisfy the richer
                tastes we want for these occasions

          Eliminates a negative
               So we have taken some of the sugar out of Milky Way to make it
                even lighter and fluffier, but it still tastes as good as ever

          Solves a paradox
               With flutes from Maltesers you can have a real chocolate treat and a
                clear conscience

CONCEPT WRITING                                                       MARKETING COLLEGE

     Benefits. Writing them

        One clear benefit idea

        Distinctive in the market

        Relevant answer to the Insight
           Logical build-up

        Clear, concise language
           Short sentences
           Is every word necessary? Does every word only have one interpretation?
           Don’t exaggerate

Core – Pro-X

CONCEPT WRITING                                               MARKETING COLLEGE

     Reason-to-Believe

        The RTB has one important function: to convince the consumer
         she’ll get the benefit
           Proof point

        It also provides distinctiveness vs. other products when
         benefits sound similar

CONCEPT WRITING                                                               MARKETING COLLEGE

     RTB’s. Types

         Magic ingredient (or lack of it)
            Breaker is made with whole fruit and sunflower seeds
            Natural PRO-tect active probiotics to help support a healthy
             immune system
            Not an E-number, colouring or artificial preservative in sight

         Mode of action
            Our vegetables are picked and packed the same day
            Delicately slow-cooked over low heat to produce the most tender
             meaty chunks

         Endorsement (testimonial and pedigree)
                 BT Mobile’s reach is rated best by the Consumer Association
                 Recommended by most dentists
                 Established in 1869
                 From the makers of Apple

CONCEPT WRITING                                     MARKETING COLLEGE

     Example. Red Bull

         Red Bull has a unique combination of
          ingredients containing carbohydrates,
          taurine, glucuronolactone, caffeine and
          vitamins. Working together, they
          significantly enhance physical and
          mental performance. Energising mind
          and body when most needed, ensuring
          you get the most out of your working
          day.
         Red Bull’s effects have been recog-
          nised by world class athletes, busy
          professionals, active students and
          long-distance drivers the world over.

CONCEPT WRITING                                                  MARKETING COLLEGE

     RTB’s. Developing them

         They should be obvious as a result of the concept building
          phase

         If not, talk to product developers about:
                 Taste or taste-experience?
                 Heritage/source of ingredients, recipe etc.?
                 Way of production/preparation?
                 Convenience aspects?
                 Health aspects?
                 Packaging aspects?
                 Special applications?

         Be inspired by other categories

CONCEPT WRITING                                                         MARKETING COLLEGE

     RTB’s. Writing them

         Simple, consumer-friendly language
            Avoid jargon, technical language

         Limit the number of RTB’s to what is:
            Necessary to support the benefit
            Executable in for example advertising

         Do not add new benefits disguised as RTB’s
            “Dove won’t dry out the skin like some other soaps do. That’s
             because Dove moisturizes your skin so it looks radiant”

         Ensure a logical link with benefit

CONCEPT WRITING                                                      MARKETING COLLEGE

     Benefits. The ladder

                                                   How	
  will	
  I	
  feel	
  
                                                   when	
  I	
  get	
  it?	
  
                  Emo,onal	
  
                                   People	
  
                                   benefit	
           What	
  does	
  
                                                      it	
  give	
  me?	
  
                                   Product	
  
                                   benefit	
  
                                                    Why	
  should	
  I	
  
                                  Reason-­‐to-­‐    believe	
  you?	
  
                  Func,onal	
      Believe	
  

CONCEPT WRITING                                                                                        MARKETING COLLEGE

     Sensodyne	
  

      My	
  teeth	
  are	
  sensi,ve	
  some,mes.	
  So	
  I	
  try	
  to	
  avoid	
  some	
  of	
  
      the	
  things	
  that	
  seem	
  to	
  worsen	
  it	
  like	
  ice-­‐cream	
  and	
  cold	
  
      drinks,	
  but	
  that’s	
  not	
  always	
  easy	
  to	
  do	
  

      Regular	
  brushing	
  with	
  Sensodyne	
  helps	
  relieve	
  the	
  pain	
  of	
  
      sensi,ve	
  teeth,	
  allowing	
  you	
  to	
  enjoy	
  the	
  food	
  and	
  drink	
  
      you’ve	
  been	
  avoiding	
  

      Every	
  ,me	
  you	
  brush	
  with	
  Sensodyne	
  you’re	
  building	
  up	
  a	
  
      barrier	
  to	
  painful	
  s,muli	
  
      Most	
  frequently	
  recommended	
  by	
  den,sts	
  and	
  oral	
  hygiene	
  
      specialists	
  

CONCEPT WRITING                            MARKETING COLLEGE

                   It now contains more
                  peanut power than ever
                           before

CONCEPT WRITING                         MARKETING COLLEGE

             We have taken out the bad fats
                 and replaced them with
                sunflower oil, a good fat.

CONCEPT WRITING                                MARKETING COLLEGE

                  It’s packed full of peanuts
                   which are naturally high in
                   protein to really fill you up

CONCEPT WRITING                           MARKETING COLLEGE

              It’s now made with peanuts that
                   have their skins left on to
                 provide even more goodness

CONCEPT WRITING                        MARKETING COLLEGE

              We have found a super peanut
               which means your Snickers
               bar is now packed with more
                peanut goodness than ever
                          before

CONCEPT WRITING                             MARKETING COLLEGE

                    Your Snickers bar now
                  contains 30% less fat as the
                  peanuts have been steamed
                           not fried

CONCEPT WRITING                              MARKETING COLLEGE

                  It contains as many proteins,
                     minerals and vitamins as a
                      slice of brown bread with
                            peanut butter

CONCEPT WRITING                                  MARKETING COLLEGE

     Asking the consumer to play Where’s Wally

                           74

CONCEPT WRITING                                MARKETING COLLEGE

     Casework 2. Benefits and RTB’s

     Per insight / product idea combination:

         Write down benefits for each

         Develop RTB’s that support them

CONCEPT WRITING                                       MARKETING COLLEGE

     Review. Iterative process

                                 Relevant
                                            Visuals      Headline
                                  Details
        RTB       Benefit

CONCEPT WRITING                                                          MARKETING COLLEGE

     Relevant Details

         Aspects like:
            Preservation method, preparation, flavor, size, packaging

         But only as needed for good understanding of the concept

         Writing
            Separate part in the concept, not buried in the text
            Stated in a neutral manner to enable a valid assessment

         Parent brand reference
            Line extension: “All other Brand X products remain available”
            Restage: “New xx will replace the existing Brand X product”

CONCEPT WRITING                                                MARKETING COLLEGE

     Relevant Details. Price

         Price is added only in the quantitative phase of concept
          development

         Should match what you actually plan to introduce in market
            Do ensure accurate pricing
            Do ensure accurate sizing

CONCEPT WRITING                                                            MARKETING COLLEGE

     Working title vs. Headline

          Working titles are used in the process of concept writing
              For identification
              To check core idea of the concept
              For assessing whether concepts are sufficiently different

          They are not usually included on concepts shown to
           consumers (in qualitative)

          Headlines are included for final quantitative testing

CONCEPT WRITING                                                        MARKETING COLLEGE

     Headline

         The last thing you do
            Great ‘acid test’ for simplicity of the concept

         Short, core-idea encapsulating title. It sums up the
          essence of the concept

         Treat it as if it’s the only statement consumers will
          remember
            Clear, single-minded
            Benefit focused
            Include the product’s name (be consistent throughout the
             concept)
            ‘New’ signals that product is new to the market and reassures
             consumers that it will not replace their old product

         Note: you are not writing advertising!

CONCEPT WRITING                                                                MARKETING COLLEGE

     Visuals

         Watch-out: Visuals can have unpredictable effects!
            Especially when using a few, individual pictures vs. collage

         Visuals can be used to clarify the concept:
            Emotional benefits can sound ‘hokey’ when written down

         Or as a ‘shorthand’ for the respondent on…
            Pack type, usage, cooking method etc
            Do ensure correct relative (!) sizing
                  • In a two-concept study with a 25g pack concept and one 45g pack concept
                     the 25g pack needs to appear smaller than the 45g pack!)

         If using visuals: comparability amongst concepts is key
            If you decide to use visuals, they must be comparable in type, number
             and level of finish for all concepts tested
            In qualitative, we usually don’t include visuals in the concept, but may
             assess visualization separately

CONCEPT WRITING         MARKETING COLLEGE

        Evalua;on	
  

CONCEPT WRITING                                                       MARKETING COLLEGE

    Evaluating concepts. Criteria

                  Content                             Writing
           Relevant answer to a         Short and simple
            real insight
                                          - Maximum of 80-100 words

           One tight idea (‘tennis      Logical build-up
            ball’)
                                          - Well-structured
                                          - Tight link between Insight, Benefit
                                          and RTB

           Distinctive versus           Do not over- or under execute
            competition

CONCEPT WRITING                                                                                           MARKETING COLLEGE

     Board 1
                                               New M&M’s Selects
                              Who says good chocolate always has to be serious?

   Sharing special little treats, is like having a
   celebration everyday – you feel light
   hearted and happy. Wouldn’t it be nice to
   have a rich, chocolate treat that’s perfect
   for those light hearted times?

   Introducing M&M’s Selects – creamy,
   satisfying chocolate in colourful
   sophisticated varieties
                                                                Available in a 170g box for $3.99:
   M&M’s Selects redefines what it means to                          Raspberry Almond
   be “sophisticated”, with these bite size                          Café Mochaccino
   chocolates in unique flavours, surrounded                         White Mint
   by soft colourful outer layers with no candy                      Chocolate Almond
   shell                                                             Triple Chocolate           colourful soft outer layer, with
                                                                                                             no candy shell
   New M&M’s select – Indulge your playful
   spirit

 M&M’s Milk Chocolate, Peanut, Peanut Butter, Dark Chocolate and Almond will still be available for purchase in the
                                                                                                                  - candy section
                                                             85

CONCEPT WRITING                                                                    MARKETING COLLEGE

     Board 2
                                       M&M’s Selects
                         Who says good chocolate always has to be serious?

   Eating your own special little treats, is like
   having a celebration everyday – you feel
   light hearted and happy. Wouldn’t it be
   nice to have a rich, chocolate treat that’s
   perfect for those light hearted times?

   Introducing M&M’s Selects – creamy,
   satisfying chocolate in colourful
   sophisticated varieties
                                                     Available for $3.99:
   M&M’s Selects redefines what it means to               Raspberry Almond
   be “sophisticated”, with these bite size               Café Mochaccino
   chocolates in unique flavours, surrounded              White Mint
   by soft colourful outer layers with no candy           Chocolate Almond   colourful soft outer layer, with
   shell                                                  Triple Chocolate          no candy shell

   New M&M’s select – Indulge your playful
   spirit

                                                                                          -
                                                    86

CONCEPT WRITING                                                                              MARKETING COLLEGE
                                             Need to include NEW or Introducing,
     Board          2
Only slight change to concept
                                             so that consumers are aware that this
                                             doesn’t already exist in market
wording / positioning. Cannot be
picked up by consumer and will
                                         M&M’s Selects
                              Who says good chocolate always has to be serious?
show little variation in results

   Eating your own special little treats, is like
   having a celebration everyday – you feel
   light hearted and happy. Wouldn’t it be
   nice to have a rich, chocolate treat that’s
   perfect for those light hearted times?

   Introducing M&M’s Selects – creamy,                                    Consumers need to be aware of the
   satisfying chocolate in colourful                                      size/amount they will receive for the
   sophisticated varieties                                                stated price, or they cannot accurately
                                                                          determine their PI of the product
                                                       Available for $3.99:
   M&M’s Selects redefines what it means to                 Raspberry Almond
                                                                                                   No size indication
   be “sophisticated”, with these bite size                 Café Mochaccino
   chocolates in unique flavours, surrounded                White Mint
   by soft colourful outer layers with no candy             Chocolate Almond           colourful soft outer layer, with
   shell                                                    Triple Chocolate                  no candy shell

   New M&M’s select – Indulge your playful
   spirit

                  No indication to consumer that the M&M’s products they are currently aware of remain
                                                                                                 -
                                                                                                       in-store
                                                     87

CONCEPT WRITING   MARKETING COLLEGE

CONCEPT WRITING   MARKETING COLLEGE

CONCEPT WRITING                                                MARKETING COLLEGE

     Casework 3. Finalizing the concepts

        Write full concepts for the two routes you have selected:
             Insight
             Benefit
             RTB
             Relevant details
             Headline

        Present to the group

CONCEPT WRITING                                                    MARKETING COLLEGE

     Management alignment

        You are now ready to move on to the next stage

        Make sure Management is aligned
           But preferably already involved in the consumer work

CONCEPT WRITING                        MARKETING COLLEGE

     After the Concept Lab / Hotshop

        Quantitative screening

        Use as basis for:
            Product development
            Packaging briefing
            Communication briefing
            PR briefing
            Sales briefing
            Etc.

CONCEPT WRITING         MARKETING COLLEGE

        Wrap-­‐up	
  

CONCEPT WRITING       MARKETING COLLEGE

     BASES SnapShot