Perfetti Van Melle India, a subsidiary of the global conglomerate, started operations in 1994. It’s a confectionary company of notable repute and it leads the Indian sugar confectionary market with more than 1/4th of the value share of the market. PVM has changed the way confectionery was marketed in the country. Innovations were made not only in products but also in packaging, communication and distribution.
Alpenliebe Lollipop – is a Brand of PVM. The wonderful flavor of the Alpenliebe lollipop makes it the largest selling lolly in the country. The brand was launched in India in 2001. During the launch period, the brand was well supported with path breaking and colloquial advertising. The tag line “Lagey Raho” was very well received and is still being talked about, making the brand recall levels quite high. The communication was not kept kiddy and there was an attempt to break mindsets and make lollipop contemporary and acceptable among youth.
WHAT IS IT ?
Who is the Builder?
A Company? A person?
What is the activity of the Builder?
All interesting things to know in order to sew a “tailor-made” solution … :)
IMPORTANT: If Builder doesn’t want to disclose who is he, no problem. In this case he has 2 possibilities.
∞ Skip the section (sorry, job of the tailor will be a bit harder… :)
∞ Say what he can say
Here are 2 CONCRETE EXAMPLES:
In case Builder is a COMPANY
∞ If Builder has no problem in disclosing his identity (VISIBLE):
NMN -No More Nicotine- is a Brand that promises to counteracts the damages on skin generated by smoking, due to exclusive active principles that avoid that the skin becomes thinner because of nicotine. NMN is distributed in pharmacies and drugstores, its price positioning middle-high; it is mainly promoted through professional endorsement and not massively advertised.
∞ If Builder doesn’t want to disclose his identity (BLIND):
BBrand providing products that promise to counteract the damages on skin generated by smoking, due to exclusive active principles that avoid that the skin becomes thinner because of nicotine. The products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and not massively advertised.
In case Builder is a PERSON
∞ If Builder has no problem in disclosing his identity (VISIBLE):
My name is Lucy Pallet. I am a student in oceanography at university.
∞ If Builder doesn’t want to disclose his identity (BLIND):
I am a girl who studies oceanography at university.
Simply who is the Builder (in a visible or “blind” way :)
There is a need to re-look at Alpenliebe Lollipop’s packaging to get display opportunities at the shop by changing the way the product gets displayed in the local shops.
Creators are asked to create alternate dispensing/ visibility options for Alpenliebe lollipop in all kind of outlets, considering that there is more freedom in smaller shops rather than in super-hypermarkets (attachment 1: examples of different outlets).
The display box (attachment 2) needs to change whilst the primary “flow wrapping” (attachment 2) of the product cannot be changed. New display boxes should replace the current ones, which currently cost about 25 cents for each box. The objective is also not to increase the cost per unit.
WHAT IS IT ?
It is the task that the Builder asks you, the Creator, to accomplish.
Here are 2 CONCRETE EXAMPLES:
∞ to encourage smokers to keep on trying to give up smoking (especially if they’ve already tried and failed before)
∞ Make people understand that I love dolphins by looking at the decoration of my car.
In summary: How to bowl a stike by knocking down 1 pin… this one!
Core audience is youth. But also this display packages should be very convenient in terms of placing them in the shops.
WHAT IS IT?
The people that the Builder wants you to entertain and persuade in order to think, feel or do something (which is exactly what you will read in the next section :)
Here are our 2 CONCRETE EXAMPLES:
∞ Smoking girls and women that would like to quit smoking but can’t. Usually health-conscious adults who care about their esthetical look. They generally feel guilty about that because they know it is harmful and it ruins their health. It’It’s a real problem for them: it’s like “My brain wants something, but my hand cannot respond”. They don’t relate to my brand, they are just waiting for a “helping hand”.
∞ People more or less my age (I am 25 :) who watch me when I am driving my car. I care especially about those who are not yet my friends and people I know. People that I would like to understand something about me (even without knowing me :) They should think “Oh, look at that car, she must be a dolphin-lover”. This way they will know something of me without having talked or chatted with me personally. If it is a guy in another car, and he doesn’t like the way I decorated my car, then he will stay away (and I will not waste time :)
In summary: Get inside their skin!
प्रस्ताव
[ Builder अपने लक्ष्य समूह तक क्या पहुंचाना चाहता है / उसे क्या समझाना चाहता है / उससे क्या करवाना चाहता है? ]
For the first time in India comes a lollipop that goes on and on and on… The truly irresistible taste of Alpenliebe is back with the Alpenliebe Lollipop.
WHAT IS IT?
The one single thing that Builder wants you to persuade his target audience of.
Here are 2 CONCRETE EXAMPLES:
∞Every cigarette you smoke is causing damage to your looks now.
∞I am a girl who likes dolphins and the sea.
In summary: Get it inside their brain!
Available in three tempting flavors, rich milky caramel, cream strawberry, and cola & vanilla, the Alpenliebe Lollipop is made from real cream.
WHAT IS IT?
It is the key to achieve the objective. It is what supports the Builder’s proposition. So, it is linked to the proposition and is the logical explanation that will make the target audience believing to it.
Here are 2 CONCRETE EXAMPLES:
∞ Smokers have thinner skin than non-smokers. A recent study took several pairs of identical twins where 1 twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers and in some cases there were differences of up to 40%. The presence of thinning-block anti-oxidants counteracts the effect of the nicotine on the skin.
∞ I am originally from a village on the sea side; but I live very far away from the sea. Many years ago I moved with my parents far away from the sea where I grew up. The sea is the only thing I’I’m missing in this place. That’s why I have both my flat and my office full of dolphins, which remind me about my hometown and that I collect maniacally. I have tried to go out with many people and discovered that those who don’t share my passion just don’t understand me. So, better they know about it at 1st glance!
In summary: if you are looking for logics… it’s here!
WHAT IS IT?
It’s the Brand that you are asked to create for is. Yes… who! The brand like it was a human being, like it has his own personality. To know the personality of the “client”” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives… they will be so helpful to you!
Here are 2 CONCRETE EXAMPLES:
∞ Knowledgeable, scientific, trustworthy, performing.
∞ Sea and dolphin lover, passionate, extrovert, egocentric.
In summary: Imagine that the “client” is a living person!
In the regular trade of grocers, mom-n-pop stores as well as large super and hyper markets.
WHAT IS IT?
A list of places (media) or things that will convey what you will create… the outcome of the BootB Project.
Here are 2 CONCRETE EXAMPLES:
∞ Magazines. Lifestyle and health focused. Planned budget is 500,000 USD. Country of investment is New Zealand.
∞ My car.
In summary: consider the medium!
अतिरिक्त निष्पादनीय तत्व
[ BootB रचनात्मक Solution उपलब्ध कराने के लिए और क्या-क्या बातें आपके लिए जानना आवश्यक है? ]
Being an impulse purchase category, along with brand familiarity (which Alpenliebe has), visibility also plays a key role in the purchase decision.
Unlike other lollipops, where the candy is covered and the stick is visible, Alpenliebe lollipops are “flow wrapped”, with both the candy and the stick wrapped. This is great from the hygiene point of view, but not so great for the way the consumer is used to seeing a lollipop.
Alpenliebe lollipops are made visible in the shop as “hangers” with chains of the flow wrapped lollipop hanging. There is a cardboard display box in the shape of a house for the shelf as well.
Anything that will help you in creating, like:
∞ Business objectives
∞ Market overview
∞ Competitive scenarios
∞ Guidelines or mandatory inclusions
Anything that Builder will provide you as useful information.
In summary: make your talent fly !