Winning Share In A Recession By De Positinoning The Competition 5 7 09

Win Share In A Recession: De-position the competition May, 2009

The recession puts many companies in a share fight © 2009 EMM Group ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Understanding the changes in consumer attitudes and behavior is fundamental to winning share.

Our research during boom years showed that consumers value recognition and achievement ,[object Object],Highest Values Features & Attributes Functional Benefits Emotional Benefits Values Of The Materialist Consumer* © 2009 EMM Group *Based on EMM Group’s research in Food and Beverages, Retail, Credit Cards, Consumer Borrowing (2005-2008) High performance, superior design aesthetics Recognized brand heritage, leading edge, superior ingredients and components Wealth, badge value Feel smart, proud, powerful and successful, trusting in continued prosperity Social Recognition + Sense of Achievement

Our recent research shows that the recession has brought a shift in consumer values ,[object Object],[object Object],Highest Values Features & Attributes Functional Benefits Emotional Benefits Highest Values Features & Attributes Functional Benefits Emotional Benefits Values Of The Post - Materialist Consumer* © 2009 EMM Group *Based on EMM Group’s research (2008-09), Yankelovich Monitor, Economist Intelligence Unit. High performance, superior design aesthetics Recognized brand heritage, leading edge, superior ingredients and components Wealth, badge value Feel smart, proud, powerful and successful, trusting in continued prosperity Social Recognition + Sense of Achievement Less wasteful, authentic, fair, honest High quality: price ratio, fair value, highly functional Timeless, authentic brand experience Feel safe, wise, smart and disciplined, grounded and balanced Security, Sense of Responsibility Consumers are re-evaluating their choices, providing an opportunity to win share.

The values shift brings an opportunity for the nimble brand to win share © 2009 EMM Group ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Complementary components: (1) position my brand (2) de-position the competition

There are 6 Steps in the process of Winning Share by De-Positioning the Competition © 2009 EMM Group ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Your attack plan has to be focused and very targeted.

It all starts with the market map © 2009 EMM Group Excitement Enjoyment Progressive Traditional “ I love to party and try new things. I am game for a cool new beer if it helps me amp up the party.” “ I love to be at a party and a part of the scene. Drinking beer helps me fit in and enjoy the moment.” “ I have a beer to relax. It is a great way to kick back and enjoy myself with friends and family.” “ I love the taste of a good beer. I seek out new ways to enjoy my beer.” Beer Category Example

In the boom years (2004-2008) a perceptive brand builder could find the dominant values trend © 2009 EMM Group Excitement Enjoyment Progressive Traditional ,[object Object],[object Object],[object Object],[object Object],Progressive Excitement Progressive Enjoyment Pass Out Sleep Broad Category Values Trend Beer Category Example

Coors Light achieved 13 straight quarters of growth by capitalizing on this trend © 2009 EMM Group Excitement Enjoyment Progressive Traditional Progressive Excitement Progressive Enjoyment Pass Out Sleep Miller Lite Bud Light 3 years ago Current Coors Light de-positioned larger competitors by being on trend and innovating on its core benefits of cold and refreshing Coors Light Beer Category Example

In the recession years, there's a shift in values and a new opportunity for an agile brand © 2009 EMM Group Excitement Enjoyment Progressive Traditional ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Progressive Excitement Progressive Enjoyment Pass Out Sleep Shift in Category Values Trend Beer Category Example

MillerCoors has an opportunity to capitalize on the shift to further marginalize Bud Light © 2009 EMM Group Excitement Enjoyment Progressive Traditional Progressive Excitement Progressive Enjoyment Pass Out Sleep Coors Light Miller Lite Bud Light Bud Light Current Future ..while putting downward pressure on Bud Light to dilute its amorphous brand positioning Now Miller Lite can capture the shift from Excitement to Responsible Enjoyment by owning the benefit of taste in light beer Beer Category Example

Another example of the pre-and-post crisis shift: Share Win Strategies between Apple and Microsoft © 2009 EMM Group Example: Apple’s Mac vs. PC Advertising campaign Apple’s De-positioning Strategy over the last 3 years ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Responding post-crisis with a “more for less” campaign to de-position Apple, making its users look indulgent and frivolous

Winning Share In A Recession By De Positinoning The Competition 5 7 09

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Winning Share In A Recession By De Positinoning The Competition 5 7 09