RUSTLERS PRESENTATION

Joseph AndersonChris Djiallis Neirin Millard

HQT

10:23

Sales Value: £346.3m

Micro-snackingQuick serve ready mealsCold Soups, Pies & Pastry

£101.2m5.8% Y-O-Y Growth

Micro-snackingRustlers: £74 million Segment penetration: 13%

HQT Sales Value:

£346.3mMicro-snacking

Quick serve ready mealsCold Soups, Pies & Pastry

£101.2m5.8% Y-O-Y Growth

Micro-snacking:

Rustlers: £74 million Segment penetration: 13% Hot, Quick, Tasty

HOT, QUICK & TASTY

+ + =Where we are now

Source: Kantar Worldpanel, 2015; The Grocer 2014

Source: Kantar Worldpanel, 2015; The Grocer 2014 & U&A 2015, Future Thinking

Non-buyers taste perception as the main barrier:, , ‘yuck’, nasty

Buyers taste opinion: tasty, delicious, quick and easy

“getting new consumers to try the product by breaching this perceptual

barrier.”

Customer Insights

cheaphorrible

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+ + =

Brand Perception / Image Objectives

Develop a positive perception of Rustlers brand to stimulate product trial by reducing the negative words

used to describe by non-buyers:

Poor quality/ junk food from 9% to 5%Cheap from 13% to 7%

Horrible unappealing from 16% to 10%

Hot, Quick, Tasty

HOT, QUICK & TASTY

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Develop an online community of advocates by

achieving: 10,000 downloads of battle of the sexes’ gamified

appIncrease Facebook ‘likes’ from 40,000 to 50,000

Increase Rustlers online brand sentiments Increase Rustlers e-wom share via Social Media

Brand Perception / Image Objectives

HOT, QUICK & TASTY

Hot, Quick, Tasty

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Sales Objectives

Increase sales of Rustler products by 10% during the

campaign periodIncrease segment

penetration by 2% to 15% over a 6-month period

Hot, Quick, Tasty

HOT, QUICK & TASTY

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Understanding the Target Customer

Name Gaming Gav & Gaming Grace

Age 18-24

Occupation Junior Marketing Assistant

Salary £18,000 - £22,000

Location London, Manchester, Bristol

Living StatusIndependent

Living with Friends

Hobbies Socialising, Sports, Gaming

Media HabitsInternet, Social Media, Mobile, Dual

Screeners

Eating Habits Takeaways, Ready Meals, Snacks

Eating Influences Convenience, Hot, Quick and Tasty

Social Influences Large Network of Online/Offline Friends

(Alexander, 2014; Lantos, 2014)

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Strategy

32% are recommended

55% have played a mobile game66% boredom

(Mintel, 2015[a]; Mintel, 2012; Kastner, 2013; Vivek et al., 2012, p.127)

Individual

Connection

Self-Exploration

Social Interaction

HOT, QUICK & TASTY

Communal

+ + =

Brand

Hot, Quick, Tasty

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Play until the “Ding”

Load it upBattle of the Sexes

“ ”

Begin

Augmented Reality Packaging + + =

HOT, QUICK & TASTY

Race against time to match the ingredients & accumulate pointsTo activate, SCAN YOUR PACKET, Login through Facebook, and battle it out before the time runs out

Example game

+ + =

HOT, QUICK & TASTY

Billboards Advertising

10:23

23,938,621

126,9931,049“Support your sex!”

Increasing reach and awarenessOnline Community

E-WOM

YouTube video advertisementInformative, quirky and fun – Creating the

buzz!

Social Media: FACEBOOK, TWITTER, YOUTUBE

Hot, Quick, Tasty

+ + =

HOT, QUICK & TASTY

EGX Gaming Expo, Birmingham NEC (22-25 Sept 2016)

Point of Purchase & Field Marketing

NEW!MALEVFEMALE

+ + =

HOT, QUICK & TASTY

Action

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Gross Views (total amount of people visiting the social platform)

Mentions (Where and who is mentioning it?)

Activity (How fast is this trend catching on and where?)

Engagement (gross views + likes + shares + downloads)

Like growth rate (checked daily or weekly?)

Followers growth rate (when did the campaign trend and by how much?)

Conversation (who and what is the spiel?)

Sentiment (Opinions and views about the campaign)

Connections (is it more popular with different types of consumers?)

+ + =Control

HOT, QUICK & TASTY

Alexander, A. (2014) Decoding millennials: marketing to the nontraditional mindset, Lebhar-Friedman, Inc, New York.Chaffey, D. and Smith, P.R. (2013) Marketing Excellence, Planning and optimising your digital marketing, 4th edn. Butterworth-Heinemann, Oxford. Cova, B. & Cova, V. (2002) “Tribal marketing", European Journal of Marketing, vol. 36, no. 5/6, pp. 595-620.Kantar Worldpanel (2015) Internal Report from the Food Industry Centre based at Cardiff Metropolitan University.Kastner, N. (2013) “Gamification: From the Arcade to the Bank”, ABA Bank Marketing, vol. 45 no.10, pp. 20-24Lantos, G.P. (2014), "Marketing to Millennials", Journal of Consumer Marketing, 31(5)Mintel, (2015[a]) “Mobile Phone and Tablet Apps” [online] http://academic.mintel.com.ezproxy.cardiffmet.ac.uk/display/716222/ [Accessed: 23.01.2016]Mintel, (2012) “Mobile Application Gaming – 2012” [online] http://academic.mintel.com.ezproxy.cardiffmet.ac.uk/display/606098/ [Accessed: 23.01.2016]Moore, M. (2012) “Interactive media usage among millennial consumers”, Journal of Consumer Marketing, vol. 29, no. 6, pp. 436-444.The Grocer (2014) [online] http://www.thegrocer.co.uk/ [Accessed: 25.02.2016]U & A (2015, Future Thinking Provided by CIM The Pitch Competition Documentation

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References