Banana Trends proposal [ENG]

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1 STRATEGIC PLANNING DPOTUSVDUPS PRESENT

Transcript of Banana Trends proposal [ENG]

Page 1: Banana Trends proposal [ENG]

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STRATEGIC PLANNINGPRESENT

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ILIA BURLAKOV

Strategic planner with a strong creative side. An inquiring mind with solid trend-watching experience. A culture junkie with deep understanding of human insights.Formed as strategic planner in Saatchi & Saatchi Russia working with such clients as Head&Shoulders, Novartis. Blended his interest in how consumers live in cities with regional branding. Cut teeth as a journalist to hone creative writing skills.

FRANCK VINCHON A C-level executive with a rock star attitude. A creative mind and a strategic visionnaire. 17 years of marketing and communication experience through 4 different countries and in the best communication networks in the world - BBDO, Havas, Y&R, Publicis, Saatchi & Saatchi. Top Manager and Entrepreneur, worked for all categories and all types of companies. Specialist in brand culture, brand and entertainment content and emerging countries dynamics. Writer, screenwriter, musician, composer...let's simply say that he is the ultimate storyteller.

OKSANA KUZMINA

Field research and regional insights. 10+ years of experience in a research agency, field research in regions and Moscow (for a variety of brands ranging from Novartis to Ikea). Lazer-sharp analytical mind that knows when to avoid generalization to preserve the target audience truth.

AISENA NOGOVITSINA Knows everything there is to know about clients and service. Period. Keen insight into matching brand’s goals and issues with consumer world to unlock the full potential of the client’s business.From 2008 to 2014 - Client Service Director | Group Account Director at Saatchi & Saatchi Russia for clients such as P&G, The Coca-Cola Company, Novartis, Dixy, Moscow Public Libraries, etc. Prior to that 3 years with Leo Burnett P&G account management and 5 years of marketing experience in the client-camp before moving to agency side.

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"Banana Trends joined our team in developing a concept for a very sophisticated integrated campaign. It was necessary to find ultra cutting-edge trends that would be on the front burner not even now, but in almost a year, by the date of the campaign launch. Banana Trends helped us find an ahead-of-the-curve trend that could become a successful platform for the launch of a new product."

Nina Sharutina, Marketing Communications Director, Departament Marketing agency

“What strikes the most when you work with Banana Trends is their vitality. Their method avoids blind following the canons of marketing with pie charts and pyramids. What they do provide is a ‘live’ unearthing process and also very ‘live’ findings in terms of the the nature of the Russian consumer. These are the actual voices of people and the key to their future aspirations. This is a new take, a new angle. sometimes even a new language of describing the situation. Which is very handy in this new rapidly morphing Russian recession-market reality. Working with Banana Тrends helps us not only in creating new brands but also reconceive the relevance and identify the current problems of the existing brands.”

Roman Pustovoit, Strategy Department, IQ Marketing agency

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Context:

Banana Trends task:

Banana Trends work:

KFC Russia was working on a charity platform aimed at Russian school children. The foremost goal was to understand their ultimate needs unmet by school, parents and other institutions in their life. The territories to explore were logically defined as professional orientation, personal development and social responsibility. 

The client has done some research among school professionals and parents but was worried that this was a new generation (born between 1996 and 2005) and it was growing up in a world even millennials know little about. It was critical to talk to them in their own world, on their own terms, feel the new air they breathe, being born in a world where Youtube, Google and wi-fi are taken for granted like water from the tap.

We felt excited to discover the universe of this new generation (that escapes overused generation labels and labels in general). We stepped into the lives of these teens (with permission from their parents, of course) to be blown away by the media content they consume while casually multi-tasking, to empathise about their hectic day worries, oh and ah over their social media sharings. We learned about the inspiring world of new jobs (including all the not-real-jobs) they are about to enter. After we shared the findings we helped the client organise a working session to brainstorm ideas on what could engage these teens and how. For the working session, it was crucial to find experts that could generate such ideas due to their deep understanding of the current teenagers as well as proven experience of working with them in the digital, media and culture world.

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Context:

Banana Trends task:

Banana Trends work:

In the time when the medium segment in Russia started massively down-tiering from restaurants and fast casual to fast-food and discounted offers became a routine practice, brands started looking for other ways to offer value to their customers.

Get a snapshot of the current moods of the target audience, find out what they think of the economical situation, how their values and behaviour changed and how they see their future; and provide recommendations on how to offer them value.

We discovered at what psychological stage of the crisis acceptance process the target audience found itself and what they actually feel about the economic situation. We learned how different sub-segments behave, and what they look for in their consumption habits.

KFC RUSSIA. VALUE/CRISIS INSIGHTS. TEENS / YOUNG ADULTS (14 TO 35)w

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Context:

Banana Trends task:

Banana Trends work:

Havas Digital (Russia) won the tender for promoting South Korea as a tourist destination for Russian tourists in the midst of a very tough situation for Russian economy and Russian tourism. Ruble was collapsing making travel abroad unaffordable and dwindling already low numbers of Russian tourists. Russia’s favorite destinations Turkey and Egypt became no-go destinations due to terrorism and political sanctions. Like many other destinations (e.g. Israel, Dubai) South Korea was set to increase its communication efforts to attract Russian tourists

Banana Trends was invited to unearth the current insights of the Russian tourists (both in Central Russia and Eastern Siberia) and as well as organise a workshop to arrive at the concepts for positioning tourism to South Korea on the Russian market. 

We explored the world of the Russian tourists with the help of our private method called Insight Hunt. We spent time in immersive experiences and conversations with young couples, families, single parents, singles. We looked for the perspective with related experts: flight attendants, travel agents, airlines executives. We compared global tourism trends vs. local peculiarities in attitude and behaviour. We arrived at an actionable picture of the mindsets and their shift present in the heads of Russian tourists. Ultimately, we developed a workshop scenario based on the stimuli we unearthed to arrive at several story-based concepts to be further implemented in the media planning by Havas Digital.

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OUR SISTER AGENCY

SISTER PSEUDO, LONDON

We have partnered with the global agency specializing in youth and young adults insights called Sister Pseudo. The agency has a network of over 2000 members all over the world in 47 markets in more than 100 large cities on all continents.

Banana Trends and Sister Pseudo approach is similar in that we unearth insights in real life, in the world of the consumer and not in the sterile focus group rooms.

Sister Pseudo studies their life: their homes, neighborhoods, places they love to visit, things they love to do. Sister Pseudo maintains personal connection with their network that is why they are always ready to open their lives to them and help Sister Pseudo find rich meaningful insights.

Employing Banana Trends to search for local (Russian) insights with the support of the global agency Sister Pseudo will help you become appropriate for the young target audience of the brand and not appropriate it.

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Product

Consumers

Brand Communication

Insights Hunt

Research

Consumer trends

by regions Research

CONSUMER TREND

WORKSHOP

CONCEPT WORKSHOP

CREATIVE IDEA WORKSHOP

CONSUMER STORY

WORKSHOP

Brand Experience

MarketCompetitor & market trends

Research

ENGAGEMENT RULES &

IMPLICATIONS WORKSHOP

STRATEGIC PLANNING

Brand Positioning

BRAND BUILDING

WORKSHOP

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HOW TO USE THE

STRATEGIC PLANNING

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You should use this tool if nobody knows what your brand is about, maybe even you, or if your brand is old, worn out and outdated, meaning it requires serious fixing.***

Brand Positioning

BRAND BUILDING WORKSHOP

Group working session for gathering materials needed for brand positioning development or to review existing brand positioning. Participants: client team, experts, strategic planners. Workshop: at least 5 hours (possibly split in 2 days) Preps: Consumer trends, Insight Hunt, Best-in-class review - 2-3 weeks

Deliverables:Actionable, clear brand architecture concepts to implement in business

BRAND BUILDING

WORKSHOP

***DISCLAIMER: IF YOUR BRAND IS NOT DEFINED OR REQUIRES FIXING, YOU SHOULD

ALWAYS START WITH THIS MODULE

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Product

CONCEPT WORKSHOP

Group working session designed to develop new product concepts, using consumer & product trends, consumer insights & needs. Participants: client team, experts, strategic planners, consumers. Workshop: at least 5 hours (possibly split in 2 days)

Preps: Consumer & product trends, Insight Hunt, Best-in-class review - 2-3 weeksDeliverables: Precise and actionable concepts for new and existing offers and even business branches

CONCEPT WORKSHOP

You should use this tool if you can’t decide wether you should produce fair-trade toothpaste or turtle food, or if you need to overhaul your current cold and flu product line-up.

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Consumers

CONSUMER STORY WORKSHOP Group working session for collecting stories from consumers in the format of live conversation staged as a consumer world

immersion activity. Participants: client team, consumers and guest experts from varied spheres (journalists, psychologists, etc.),

strategic planners. Length: 3-6 hours. Preps: event preparation, desk research / Insight Hunt / consumer trends - 2 weeks.

Deliverables: Inspiring communication or product story to re-engage consumers emotionally with the brand.

CONSUMER TREND WORKSHOP Identify triggers, shifts and expectations behind the consumer reaction to innovations.

Deliverables: Convert identified expectations into either brand vision, or product concept, or communications or business

concepts.

INSIGHT HUNT Qualitative ethnographic consumer research. Immersion into the target audience. Deliverables: insights, needs, touch points, required tonality.

CONSUMER TREND IN REGIONS Qualitative ethnographic consumer trend review, researchIdentify and interpret attitudinal and behavioural changes in the consumer world in relation to innovations. Deliverables: trend review.

Insights Hunt

Research

Consumer trends

by regions Research

TREND WORKSHOP

CONSUMER STORY

WORKSHOP

You should use this tool if your consumers don’t feel the love from your brand anymore.

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ENGAGEMENT RULES & IMPLICATIONS WORKSHOP Understand the theory about the 8 consumer engagement fields.And understand what your brand needs

Participants: client team, experts, strategic planners. Length: 5 hours. Preps: 1 to 2 weeks.

Deliverables: Understand the spheres of influence your brand can leverage with your target audience Brand Experience

ENGAGEMENT RULES &

IMPLICATIONSWORKSHOP

You should use this tool if your consumers can lip sync to your TV spot but have no idea how your brand might taste, smell, sound or how it might feel if it was their close friend.

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Brand Communication

CREATIVE IDEA WORKSHOP

Group working session for developing creative ideas for a brand’s communications campaign. Participants: client

team, guest experts (copywriters, PR, digital, etc.), strategic planners. Length: 4-6 hours. Preps: Consumer trends,

Insight Hunt, Best-in-class review - 2 weeks. Deliverables: Actionable creative briefs & concepts.

CREATIVE IDEAWORKSHOP

You should use this tool if it feels like your creative resources are deadlocked, out of fuel, while your brand desperately needs bold, brave, you-name-it ideas to take on the world. Preferably in 2 days.

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COMPETITORS MARKET TRENDS RESEARCH

Full competitors research with detailed analysis of communication in all touch-points, product and consumer trends in

category and best-in-class category cases.

Preps: 2 weeksDeliverables: Category competitor review analysis

MarketCompetitor & market trends

research

You should use this tool if it feels that in addition to learning the airing period and campaign communications of your competitors’, you want to get genuine inspiration to end up with a solid counter-strategy.

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BANANA TRENDS

E: [email protected]

E: [email protected]

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