March, 2012
March, 2012
© ColourMind.com 2012
© ColourMind.com 2012 3
Heineken
© ColourMind.com 2012 4
I drink with mates
I drink with friends
pub
restaurant
brewer
waiter
waitress
?
(Source: ColourMind for Heineken)
© ColourMind.com 2012 5
I drink with mates
I drink with friends
pub
restaurant
brewer
waiter
waitress
(Source: ColourMind for Heineken)
© ColourMind.com 2012 6
© ColourMind.com 2012
Tested on Thousands
7
Fo
cu
s G
ro
up
s
© ColourMind.com 2012 8
Lozenges forthroats and mouth
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Healing
Functional
Medicine
Without chemicals
NaturalRelief
Pharmacy
Pharmacist
Helper
Safe
© ColourMind.com 2012 10
Relief
Long lasting
Natural
No chemicals
Medicine
Pharmacist
Relief
Fast
Strong
Tasty
Candy
Supermarket
Client Competitors
© ColourMind.com 2012 11
Mining Company
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Insurance Company
© ColourMind.com 2012 14
It is not about insurance
It is about a relationship
MedicalSupplies Company
© ColourMind.com 2012 16
Vnímání inkontinence
0,0
2,0
4,0
6,0
8,0
10,0
12,0
14,0
16,0
18,0
? Competitor
Brand 1
Source: Hartman-Rico
© ColourMind.com 2012 17
Summary
Brand 1 Competitor
Problem Urinary incontinenceLight urinary incontinence
ProductAromatic tabSpecial tabAbsorbent tab
TabInco-tabAbsorbent tab
CommunicationYou can feel however youwant. We solve yourproblem.
Says what the consumershould feel and do.
• With what to communicate
Television, Internet, Radio, Fun, Magazine
Radio, Internet
• With whom to communicate
Friend, family, consultation.
Doctor, druggist.
• Where to communicate
Waiting rooms Drugstores
Consumer
• Expects quality, consultation.
• Ready for a long-term relationship, action andcare.
• Tell me what to do andhow.
• Don’t stop or you will lose me.
N = 1102 women, internet population,
Data collection by MEDIARESEARCH, a.s., October 2010
© ColourMind.com 2012
Before After
Source: Hartman-Rico
© ColourMind.com 2012 19
fast
cost efficentcross cultural EA
SY
TO
US
E
© ColourMind.com 2012 20
BusinessDevelopmentOpportunities
© ColourMind.com 2012 21
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