Ydinkysymys. Jyrki Mielo Markkinointipäällikkö, Innovaatiot Sinebrychoff

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1 Ydinkysymys Jyrki Mielo Markkinointipäällikkö, Innovaatiot Sinebrychoff

2 Jyrki Mielo

3 Sinebrychoff on Suomen 4. vanhin yritys ja vanhin elintarvikealan yritys.

4 -konsernin kehitys No. 1 Pohjois- ja Itä- Euroopassa, maailman 4. suurin panimo. 500 olutbrändiä 41,000 työntekijää kolmella mantereella 4 36,000,000,000 pulloa myytyä olutta 2011 = yli litraa minuutissa

5 Ydinvalikoimaamme

6

7 Presentaation otsikko 12/14/2015

8 Kysymyksiä tutkimustoiminnolle Minkä arvoinen? Milloin? Missä tilanteessa? Kuinka usein? Miksi? Kenen kanssa? Minkä tilalle? Mitä mieltä? Kuinka paljon?

9 Kysymyksiä tutkimustoiminnolle Minkä arvoinen? Milloin? Missä tilanteessa? Kuinka usein? Miksi? Kenen kanssa? Minkä tilalle? Mitä mieltä? Kuinka paljon?

10 Kuinka moni teistä on ostanut Karhu Pintti tölkin? Miksi shopperi osti Karhu 0,568 L tölkin kaupasta?

11 Miksi kuluttaja valitsi kalliimman pakkauksen ja voiko samaa viedä muille brändeille? Keskihinta 3,27 /tölkki (5,74 /L) Keskihinta 1,35 /tölkki (3,90 /L)

12 Tiedämme valtavasti Karhusta ja sen kuluttajista Tiedämme kuinka monta prosenttia Suomalaisista vuotiaista on juonut olutta viimeisen 12 kk aikana

13 Tiedämme valtavasti Karhusta ja sen kuluttajista Tiedämme kuinka moni Suomalaisista tuntee Karhu brändin

14 Tiedämme valtavasti Karhusta ja sen kuluttajista Tiedämme kuinka moni Suomalaisista joi sitä viimeisen 7 päivän aikana ja 4 viikon sisällä tai 12 kk sisällä

15 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Tiedämme miten Karhu attribuutit muuttuu kuukausittain

16 An apéro drink to kick start the evening Drink after work During a meal Having a break / relaxing Other - specify Outdoor/garden event (BBQ, picnic) Planned sociable occasion / celebration / Pre-Party Reading a book or newspaper Rounding off the evening or night cap to end the evening Staying in as a couple Unplanned sociable occasion Watching TV Tiedämme missä tilanteessa juodaan Kotona 36% 38% 1% 1% 63% 60% 47% 1% 53% 29% 39% 1% 1% 0% 1% 70% 60% 68% 31% Outside Home On the Go At Work At Home brand1 brand3 18,7% 42,0% 3,2% 2,2% 3,1% 2,3% 1,8% 6,6% 1,9% 0,4% 2,4% 1,8% 13,7%

17 An apéro drink to kick start the evening outside home Drink after work outside home During a meal in restaurant/snack Going out as a couple / on a date In a hotel or resort In a park / on a beach Live event / sport event / concert Other - specify Planned sociable occasion / celebration / big night out outside Rounding off the evening or night cap to end the evening outside Spear of the moment Unplanned sociable occasion (spontaneously went with family Tiedämme missä tilanteessa juodaan poissa kotoa 36% 38% 1% 1% 47% 1% 29% 1% 39% 1% 31% Outside Home 1% 0% On the Go 63% 60% 53% 70% 60% 68% At Work At Home brand1 brand3 3,6% 9,0% 9,9% 17,1% 11,7% 1,8% 4,5% 1,8% 23,4% 0,9% 9,9% 6,3%

18 Tiedämme minä päivänä olutta juodaan Finland - Occasion - Day of Consumption - by Beer Brand (2015) 4% 7% 3% 6% 4% 5% Sunday 42% 42% 43% 42% 51% 44% Saturday Friday Thursday 34% 28% 33% 33% 36% 28% 5% 4% 4% 3% 8% 11% 6% 2% 3% 6% 7% 7% 4% 4% 5% 3% 1% 4% 4% 3% 6% 4% 5% 5% Wednesday Tuesday Monday brand1 brand3

19 Tiedämme kuinka usein Approximately how often do you purchase beer in a grocery store? Base: Completes & Screenouts (n=4454). 100% 90% 80% 70% 60% 50% 40% 30% 30% 20% 10% 5% 13% 9% 4% 11% 9% 20% 0% Several times every week Once every week Once every second week Once every third week Once every month Every second or third month More seldom Never 19

20 Tiedämme ostosmission Think about the last time you purchased beer in a grocery store, which of the following options best applies to the purpose of that shopping trip? Base: Total completes (n=1721) 50% 45% 40% 35% 30% 46% One need: A shopping trip you take when you need something specific. For this, you often think of visiting local grocery store, kiosk, gas station or some other similar store. In this case, price is not the main focus when you are buying products. Top-up: A shopping trip you take when you need a few things in addition to what you already have at home. For this, you often think of buying few products related to completing a meal. In most cases, you will do this shopping on your way home from work or similar. 25% 20% 21% Bargain hunting: A shopping trip you take when you really go looking for the good deal. You normally cruise through the store looking for the good promotions and ending up with the feeling of money being saved. 15% 10% 14% 14% Everyday main shopping: A quite frequent regular shopping trip when you normally look after products to prepare every day dinner or similar. You typically do this a few times a week. 5% 0% Everyday main shopping 5% Top-up Stock-up One need Bargain hunting Stock-up: A large planned shopping trip often to large supermarket or warehouse. Usually you do this on Saturday having with you the long shopping list. Most likely one more person will join you in this shopping (e.g. your spouse). 20

21 Tiedämme valintahierarkian Multi packs Single packs Big Small/Medium 0,33l ripped from Single packs > 0,33l multi packs (0,44l 0,568l) Other Koff/Karjala Karhu Local brands Intern. brands Local Karhu/Koff/ Karjala Intern. brands Local other

22 Tiedämme hintajouston Karhu 16000,0% 14000,0% 12000,0% 10000,0% 8000,0% 6000,0% 4000,0% Base price 2000,0% Value index by product(s) Value index SFF/Carlsberg portfolio Product(s) share of preference 0,0% Vihreä palkki kuvaa tuotteen indexiä ja harmaa Sff:n talona. Jos hinta lasketaan tuotteen myynti kasvaa 30% mutta Sinebrychoffin talon profiti laskee

23 Brand: Karhu TVC: Scooter Survey: R8-9 (w29-36, 2014) Total sample, base: 1065 Ad recognition Tiedämme mainonnan tehon 45% 55% Has seen Hasn't seen Norm: 53% Branding Feeling Engagement Couldn t fail to remember Quite good Not good Any brand Any category % 37% 15% 17% 13% Very positive about Karhu Quite positive No different Negative about Karhu % 32% 52% 6% Involving Ac+ Disturbing Ac- Unpleasant Ac- Distinctive Ac+ Axis = 90% Interesting Ac+ Soothing Pas+ Pleasant Pas+ Branding score: Norm: 3,7 3,31 Feeling score: Norm: 2,54 2,48 Irritating Ac- Gentle Pas+ Emotional & Rational response Emotional response % Norm Sig I enjoyed watching it a lot It made the brand seem more appealing It made me think the brand is diff. from others It was the sort of ad I'd talk about with friends I m getting fed up with seeing it Rational response It contained new information about the brand The points made in the ad were relevant to me The points made in the ad were believable It made me more likely to use the brand It made me think differently about the brand TV *compared to: Country LinkTM norm (55 ads) Boring Pas- Engagement score: Norm: Ordinary Pas- 5,62 3,32 Key communication message Weak Pas- Communication total impression % Norm Sig By buying Karhu, you do not receive any needless things Karhu is full beer 55 - KaKarhu is a beer for a good time with friends 13 - KarKarhu is a beer you are proud to choose 10 - Karhu is bought because of its taste 44 - Karhu is a brand for someone like me 11 - Karhu is a beer of superior quality 21 - Karhu is a brand that gets your mouth watering 6 Tiedämme Karhu mainonnasta kaiken, kuka näki, mistä piti ja miten paljon.

24 Tiedämme paljonko Karhun ja sen kilpailijat panostavat mediaan tai sinne päin

25 Emme tiedä ihan tarkasti share of voicea Meidän SOV mittauksesta puuttui 18% 2013 Meidän SOV mittauksesta puuttui 30% 2014 Meidän SOV mittauksesta puuttuu > 30% Digitaalisen median ostot? Tässä on tekemisistä miten saada vertailulukuja muuttuvasta media kentästä.

26 Kaupassa tiedämme mitkä touchpointit toimivat

27 Tiedämme missä kohtaa aivoissa ostohimo herää Punaisella kiihtyvää aivotoimintaa kun näkee jonkun itseään kiinnostavan asian, neuroloogisessa tutkimuksessa.

28 Tiedämme ostomotiivien aihealueet

29 Tiedämme mitä kuluttaja vastaa, kun häneltä kysytään SINGLE PACK MULTI PACK Main drivers 1) Brand (32%) 2) Type of lager (pale/dark) (27%) 3) Price (17%) 1) Brand (33%) 2) Price (31%) 3) Type of lager (pale/dark) (11%)

30 Mutta se miksi kuluttaja ostaa Pintissä Miksi? - koska vaimo antaa juoda vain yhden saunan jälkeen niin valitsen suurimman!

31 Presentaation otsikko 12/14/2015