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Unilever фрутоняня
1.
Позиционирование бренда Группа
Unilever
2.
Целевая аудитория Женщины,
молодые матери 18-30 лет Средний и высокий доход «Ключевые» - карьеристки «Общие» - домохозяйки
3.
Прямые и косвенные
конкуренты Прямой конкурент – Тема Косвенные конкуренты – Агуша, Гербер, Nestle, Бабушкино лукошко
4.
Предпочтения потребителей Каши
- Агуша, Нестле, Хайнц Фруктовыепюре - Агуша, Фрутоняня Овощные, мясные - Бабушкинолукошко, Тема Творогидр.– Тема, Агуша
5.
Эмоциональные бенефиты Здоровье
Традиции Теплые эмоции Доверие Привязанность Радость
6.
Ценности бренда Разнообразие
Поддержка и забота Безопасность и экология
7.
Потребительский инсайт «Я
забочусь о своём ребенке и слежу за тем, чем он питается с самого раннего возраста. Именно поэтому я выбираю натуральные, полезные и вкусные продукты, которые помогут ему вырасти здоровым и счастливым».
8.
Moodboard
9.
Слоган бренда Оригинал:
«Фрутоняня – помощь маме» Алтернатива: «Фрутоняня – вкусная забота»
10.
Спасибо за внимание!
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