the penny pinching hedonist

Markenkräfte entfesseln
Strategische Markenführung in destruktiven Märkten
Tom Ramoser
Tag der gewerblichen Schutzrechte
Stuttgart, 8. Juli 2009
1
Rosebud’s Markenphilosophie kehrt konventionelle Ansätze
um, Menschen definieren Marken (nicht Produkte)
Rosebud’s Philosophy
Conventional Wisdom
If Henry Ford
would have asked
his customers in
advance, they
would have asked
for “faster horses”
'Product'
'Product'
Marketing mix
Marketing mix
defines
influence
recruits
defines
is sold to
Consumer
Brand
boosts sales
Inside
People
Brand
defines
Outside
Product-driven brand philosophy
All “consumer” are the same and
differ only in their consumption
Source: Rosebud. The Strategic Business Development Group
Inside
Outside
People-driven brand philosophy
All “people” are different and
view the same product differently
2
Eine Marke ist wie ein Gastgeber, der zu einer Party einlädt
Optimizing Brand
State of de-branding
Inviting Friends …
And the friends-of-the-friends …
And now everyone else …
Market share
Exploitation
Brand Building
ER
MS
ER
80%
40%
80%
40%
Equilibrium
30%
25% 50%
50%
MS
30%
from
PushForce
50%
20%
10%
20%
20%
from
PullForce
10%
5%
10%
5%
15%
20%
10% 20%
10%
5%
0%
10%
0%
A0 A1 A2 A3
...
An
Archetypes according to similarity
P-Span – Projection/Perception-Span
0%
A0 A1 A2 A3
...
Archetypes according to similarity
An
P-Span – Projection/Perception-Span
A0
Ini'al
Archetype
(i.e.
Peer
Group
of
Protagonists)
A1
Next
similar
Archetype
to
A0
An
Least
similar
(opposite)
Archetype
to
A0
(i.e.
Peer
Group
of
Antagonists)
Source: Rosebud. The Strategic Business Development Group
A0 A1 A2 A3
...
Archetypes according to similarity
An
P-Span – Projection/Perception-Span
3
Je mehr das Wertesystem einer Person mit dem wahrgenommenen Wertesystem einer Marke übereinstimmt,
um so wahrscheinlicher ist eine Kaufentscheidung
Kaufentscheidung
Moment
der
Wahrheit2)
Persoenliches
Wertesystem
für oder gegen die Marke
VS
VP
Wertesystem
der Marke
Markenname, Symbole
Marketing Mix (all 4 P)
Markenverwender
Wünsche, Erwartungen
Verhalten
Wahrnehmung
The person 'tests' the projections/ promises of a
brand and creates/adjusts the brand‘s perception in
his or her mind
Projektion
The person tries to understand the value proposition of a brand
as it 'appears' through the marketing mix and the stereo type of
the brand user community
Gemeinsame Werte1)
Consumer assesses compliance
of perceived value propositions
with his or her own value system
1) The more perceived value propositions of a brand match with a person’s value system, the more likely is his or her buying of the brand
2) Moment of truth refers to either an independent re-confirmation of the original motivation for buying this brand, or newly defines the brand in ones mind
Source: Rosebud. The Strategic Business Development Group
4
Rosebud hat 19 universelle Werteorientierungen von Menschen
identifiziert, mit umfangreichen qualitativen und quantitativen
Langzeitstudien in vier Kontinenten
E
Solidarity
自然
Nature
•  High
ecological
awareness
•  Seeking
harmony
with
nature
•  Protec'on
of
nature,
taking
care
of
animals
•  Giving
up
own
needs
on
nature’s
behalf
Fair
Nature
Classic
自由自在 Carefree
Vitality
Thrill
& Fun
Carefree
•  Light
hearted‐ness
•  Easygoing,
op'mism
•  Spontaneity,
playful
diversity
•  "Hakuna
Matata"
–
no
worries
归属感
Clanning
Puristic
Clanning
Tranquil
Service
Smart
Shopping
全面成本
Total
Cost
•  Systema'c
buying
decision
by
cost
only
•  Penny‐
pinching
•  Extreme
minimalism
Stimulation
Passion
Quality
Total
Cost
Price
Source: Rosebud. The Strategic Business Development Group
New&Cool
Protech
Personal
Efficiency
Customized
Proven
R
Solution
•  Social
orienta'ons
•  Need
to
belong,
warmth,
friendship
•  Acceptance
in
a
group,
team
spirit
•  Having
a
good
'me
together
质量 Quality
•  Need
for
objec've
measurable
performance
criteria
•  Durability,
reliability
•  High
and
con'nuous
efforts
•  Order,
cleanliness
5
Der Rosebud-Profiler visualisiert das Wertesystem einzelner
Personen
E
Solidarity
'Paul'
Fair
Individual Value Profile
(ID 0335)
Stimulation
Passion
Nature
Classic
Vitality
Thrill
& Fun
Carefree
Puristic
• 25 Jahre alt
• Männlich
• Single
• Mittleres Einkommen
• Mittlere Ausbildung
• Vollzeit Arbeit
• Mit 4 Personen im Haushalt
Clanning
Tranquil
Service
Smart
Shopping
Quality
Total
Cost
Price
Legend
New&Cool
Protech
Fair Consumer value
E- Altruism
R- Minimalism
E0 Traditional hedonism
R0 Traditional performance
E+ Progressive hedonism
R+ Progressive performance
Midfield area, high degree of consensus
Pro-Value
Personal
Efficiency
Anti-Value, Demarcation
Customized
Proven
R
Solution
!
Warning, too weak,
should be more intense
Warning, too much,
should be less intense
Conflict with other value
Source: Rosebud. The Strategic Business Development Group, TNS Data (Germany, March 2007, n=1.500, Population 14-65 yrs., CATI)
6
Paul fährt einen BMW, würde das Geo-Magazin aber nicht
in die Hand nehmen
BMW 2008
2002
'Paul'
AVP (118
(109 vs. 1.693;
1.391; zmax
max=12.7)
National Geographic1)
IP (#0335; zmax= 5)
E
Solidarity
Nature
Puristic
Stimulation
Passion
Fair
Classic
Vitality
Solidarity
Thrill
& Fun
Nature
Clanning New&Cool
-
Puristic
+
Service
Smart
Shopping
Quality
Total
Cost
Proven
Price
Solution
•  Progressive, pro-technological
performance orientations
•  Not-altruist, Not-purist
•  Expressive orientations
•  Not-price/ pro-luxury orientations
Nature
Carefree
Clanning New&Cool
Tranquil
Puristic
Service
Smart
Shopping
Quality
Total
Cost
Proven
Price
Carefree
Clanning New&Cool
Tranquil
Service
Smart
Shopping
Total
Cost
Proven
Protech
Personal
Efficiency
Quality
Customized
Price
R
•  Pro-technocrat, progressive
performance orientation
•  Not-altruistic
•  Not-classic hedonism
•  Not-price/ pro-luxury orientations
Thrill
& Fun
+
Personal
Efficiency
Solution
Classic
Vitality
-
Protech
Customized
Stimulation
Passion
Fair
+
Personal
Efficiency
R
Thrill
& Fun
-
Protech
Customized
Classic
Vitality
E
Violation
of Paul’s
Solidarity
primary
orientation
Stimulation
Passion
Fair
Carefree
Tranquil
AVP (155 vs. 1.358; zmax=12.7)
E
Solution
R
•  Pro-traditional
performance orientation
•  Pro-altruistic
•  Not-hedonist, Not-expressive
1) Rosebud compiles the perceived value system of a brand (AVP) as the difference between the aggregated values of brand users vis-a-vis non-users
Source: Rosebud. The Strategic Business Development Group, TNS (Germany, March 2002, n=1.500, Population 14-65 yrs., CATI)
7
Rosebud hat acht Werte-Segmente in Europa identifiziert
Archetype
C1
C2
INO
HED
C3
PMX
C4
TMX
C5
TRA
C6
X
ALT
T
MIN
RPE
Tradi'on
Sta'c
Very
Low
Price
Hi‐Technology
Dynamic
Medium
Price
• Penny‐pincher
• Extreme
• Workaholics
• Admire
AWtudinal
Value
System,
Mindset
Cluster
[Euro5]
D
F
U
I
E
D
F
U
I
E
D
F
U
I
E
D
F
U
I
E
D
F
U
I
E
D
F
U
I
E
D
F
U
I
E
D
F
U
I
E
D
F
U
I
E
D
F
U
I
E
• Humanists
• Very
ethical,
D
F
U
I
E
D
F
U
I
E
D
F
U
I
E
D
F
U
I
E
7.6
11.8
11.2
11.6
11.2
12.9
16.8
14.6
11.9
altruis'c
and
minimalis'c
performance
ecological,
• Strongly
reject
all
• Hard
worker,
responsible
hedonism,
high
efforts,
are
• Idealis'c
avoid
pleasure,
organized,
• Tranquil,
quiet
seek
no
fun
reliable
• Tradi'onal
• Want
no
• Look
for
new
performer,
aTen'on
technology,
hard
worker,
high
• Tranquil,
quiet
efficiency
efforts,
• Puris'c
aWtudes
• Puris'c
aWtudes
not
organized,
minimalists,
minimalists,
not
efficient
avoid
waste
avoid
waste
• Reject
all
new
•  Systema'c
• Strongly
reject
all
• Puris'c
aWtudes
seeking
price
hedonism,
minimalists,
advantages
avoid
pleasure,
avoid
was'ng
seek
no
fun
8.2
• Conserva;ves
• Tradi'onal
hard
worker,
disciplined
• Perfec'onists,
very
organized
• Look
for
maximum
security
and
reliability,
no
experiments
• Old‐fashioned
• Reject
new
technology
• Have
daily
rou'nes,
plan
future
in
detail
11.8
14.1
15.6
12.4
12.9
• Connoisseurs
• Love
classics,
fun
'meless
beauty,
• Strong
fashion
• Very
social,
orienta'on
• Love
quiet
• Crea've,
loud,
moments,
thrill,
dynamic
avoid
hec'c
• Expressive,
• Ethical,
altruis'c,
aTen'on
seeking
ecological,
• Maximalis'c,
responsible
excessive,
• Maximalis'c,
wasteful
excessive,
• Consumerism,
wasteful
lavishness,
• Consumerism,
strong
luxury
lavishness,
orienta'ons
strong
luxury
orienta'ons
12.9
13
14.1
14.9
12.3
15.3
13.2
13.3
11.6
10.3
12.4
13.9
13.9
Size
[%]
• Bigger
is
beAer
• Hedonists,
seek
9.9
8.9
11.1
8.4
10.4
• Rule‐breaker
• Party
people
• Non‐conformists
• Posi've,
happy
• Challenges
spontaneous
conven'ons
and
• Progressive
norms
hedonists,
• Very
crea've
seek
risks
and
• Very
strong
adventures
fashion
• Expressive,
orienta'on
aTen'on
• Expressive,
seeking
aTen'on
• Avoid
hard
seeking
work
and
efforts,
• Loud,
fast,
are
messy,
not
restless
organized
• Not
interested
in
technology
and
efficiency
Very
high
12.7
11.1
8.5
11.8
13.5
Very
high
22.1
Personality,
AWtudes
Modernity
Dynamic
Low
Price
16.1
Rela'onships
D
F
U
I
E
D
F
U
I
E
Source:
Rosebud. The Strategic Business Development Group,
TNS
(W.Europe,
Sep.2008,
n=6.003,
General
Popula'on,
18‐65
yrs,
CAWI,
Sigma
weighted)
8
Deutscher Biermarkt: Ökonomische Relevanz der Archetypen
C1
C2
C3
C4
C5
C6
12,4%
20,3%
15,3%
12,9%
9,9%
15,1%
12,9%
16,1%
12,7%
9,0%
11,8%
10,3%
8,2%
6,2%
16,8%
10,2%
Alpha
[>
EUR
5.000]
Beta
[EUR
1.25
‐
5k]
Gamma
[<
EUR
1.250]
7%
70%
22%
6%
64%
29%
24%
60%
16%
20%
68%
12%
10%
65%
25%
8%
63%
28%
2%
59%
39%
10%
72%
18%
Avg.
Personal
Income
Avg.
Househ.
Income
Avg.
Socio.eco.Status
Spending
Index
2.183
2.751
2,14
Medium
1.410
2.028
1,55
Low
2.061
3.359
2,64
Very
High
2.134
3.131
2,38
Very
High
1.560
2.439
1,68
Low
1.931
2.406
1,88
Medium
1.651
2.224
0,92
Very
Low
1.790
2.485
2,45
Medium
Daily
User
[Scale
1]
Occasional
User
[Sc5]
20,9%
18,2%
10,4%
13,4%
13,4%
14,4%
9,7%
17,9%
9,7%
10,2%
13,4%
10,5%
11,2%
6,7%
11,2%
8,6%
Inhouse
Consump'on
Outside
Consump'on
Total
Consump'on
1,709
l/week
1,783
l/week
3,492
l/week
1,469
1,285
2,753
1,620
1,626
3,246
1,280
1,273
2,553
1,625
0,893
2,519
1,624
1,216
2,840
2,602
1,083
3,685
1,576
1,381
2,957
13,44
EUR/m
17,62
EUR/m
31,06
EUR/m
2,22
Very
high
11,14
15,49
26,63
2,42
Fair
14,25
22,99
37,24
2,87
Very
high
15,13
16,91
32,04
3,14
High
14,13
12,01
26,14
2,59
Low
13,95
15,23
29,18
2,57
Fair
18,22
12,10
30,32
2,06
High
14,99
14,04
29,04
2,46
Fair
226
Pts.
102
201
169
63
89
62
88
Archetypes
INO
HED
PMX
TMX
TRA
ALT
X
MIN
T
RPE
Value
System
Germany
Popula'on
Sample
[Beer
User]
Spent
Inhouse
Spent
Outside
Total
Spent
Spent
/
liter
[EUR]
Affinity
Index
Economic
Relevance
Source:
Rosebud. The Strategic Business Development Group,
Toluna
(Germany,
Nov.2008,
n=1.917,
Market
Par'cipants,
18‐65
yrs,
CAWI,
Sigma
weighted)
9
Deutscher Biermarkt: Maximalisten und regel-brechende
Segmente sind ökonomisch besonders bedeutend im
“Battlefield”
Maximalis'c
Luxury
orienta'ons
TMX
TRA
Up
PMX
3
4
5
2
ALT
We
HED
INO
6
1
Me
Social
&
ethical
conserva've
Tradi'onal
orienta'ons
Individual
&
liberal
change
agent
Progressive
orienta'ons
MIN
T
X
Down
RPE
Minimalis'c
Reduc'on
to
essen'als
Source:
Rosebud. The Strategic Business Development Group,
Toluna
(Germany,
Nov.2008,
n=1.917,
Market
Par'cipants,
18‐65
yrs,
CAWI,
Sigma
weighted)
10
Die angestrebte emotionale Verfassung der einzelnen
Archetypen ergeben einen Life-Cycle mit hoher Bedeutung
im Markenmanagement
Up
• Potency • Pleasure • Certainty • Security • Acceptance • Relief from doubt TMX
TRA
3
4
Lit
5
Drit
ALT
• Compassion • Peace We
• Relief from danger MIN
2
HED
INO
6
1
Hidden World
“Toxic”1)
• SAngy • Envy • Relief from guilt of wasAng own money PMX
T
X
Entry
gate
to
the
“graveyard
of
brands”
• Euphoria • Strength • Interest • Ecstasy • Pleasure • Ease • Curiosity, Fashion related Me • Surprise • Pride “Introverted” 1)
• Curiosity, Hi‐Tech related RPE
• Potency • Pride Down
1.)
See
appendix
for
further
details
Source:
Rosebud.
The
Strategic
Business
Development
Group
11
Starke Marken polarisieren in gegensätzliche Gruppen von
Protagonisten und Antagonisten, haben geringe Spannungen
innerhalb der Markenverwender und damit einen hohen „Pull“
Nike Germany
Brand
User
Analysis
Brand
Profile
–
Actual
Value
Percep'on
E
Solidarity
Passion
Fair
Nature
Puristic
Classic
Del
Stimulation
Vitality
Quality
Total
Cost
Proven
Price
Protech
HED
-3%
-20%
-13%
-40%
Customized
R
-57%
‐80%
AT
Code
751
Up
Dn
We
Me
Me
TRA
-69%
Decreasing
Economic
Relevance
C1
INO
33%
C2
HED
12%
C3
PMX
56%
C4
TMX
15%
C5
TRA
-38%
C6
ALT
-75%
X
MIN
-63%
Maximalis'c,
luxury
Minimalis'c,
reduc'on
Social
conserva've
Individual
progressive
Neutral
Point,
Cross‐sec'on
of
popula'on
Current
Brand
Posi'on
(AVP)
Protagonists
(P)
Delimiter
Antagonists
(A)
Delimiter
Force‐field,
ATrac'on,
Distrac'on
Projec'on,
Adver'sed
Posi'on
RPE
T
RPE
11%
MIN
Down
1.) Over/ under representation of Archetype in brand user group, in %
Pro‐Value,
Likes
An'‐Value,
Dislikes
Conflict
w/
Delimiter
Warning,
too
liTle
Warning,
too
much
We
INO
ALT
-40%
-60%
Personal
Efficiency
Solution
E‐
Altruism
R‐
Moneyism
E0
Tradi'onal
hedonism
R0
Tradi'onal
performance
E+
Progressive
hedonism
R+
Progressive
performance
18%
0
+
Smart
Shopping
Nike
32%
20%
Clanning New&Cool
Service
PMX
TMX
60%
40%
-
Up
80%
80%
Thrill
& Fun
Carefree
Tranquil
German
BaTlefield
Situa'on
1
2
3
4
5
6
X
T
INO:
Surprise,
Curiosity
&
Pride
HED:
Ecstasy,
Pleasure
&
Ease
PMX:
Euphoria,
Strength
&
Interest
TMX:
Potency,
Pleasure
&
Certainty
TRA:
Security,
Acceptance
&
Relief
from
Doubt
ALT:
Compassion,
Peace
&
Relief
from
Danger
MIN:
S'ngy,
Envy
&
Relief
from
was'ng
own
money
RPE:
Curiosity,
Potency
&
Pride
Source:
Rosebud. The Strategic Business Development Group,
Toluna
(Germany,
Nov.2008,
n=1.917,
Market
Par'cipants,
18‐65
yrs,
CAWI,
Sigma
weighted)
12
Schwache Marken haben kein Profil, maximale Spannungen
innerhalb der Markenverwender verhindern Multiplikation
 „fesseln“ Markenkräfte und mindern Profitabilität
Grundig 2002
Brand
User
Analysis
Brand
Profile
–
Actual
Value
Percep'on
E
Solidarity
Fair
Nature
Puristic
Classic
Vitality
80%
Thrill
& Fun
40%
-
Quality
Total
Cost
Proven
Price
Protech
HED
5%
-20%
-5%
-9%
-11%
-6%
We
-40%
ALT
Grundig
INO
Me
-60%
Personal
Efficiency
Customized
Solution
R
E‐
Altruism
R‐
Moneyism
E0
Tradi'onal
hedonism
R0
Tradi'onal
performance
E+
Progressive
hedonism
R+
Progressive
performance
8%
0
+
Service
11%
9%
20%
Clanning New&Cool
Smart
Shopping
PMX
TMX
60%
Carefree
Tranquil
Up
Del
Stimulation
Passion
German
BaTlefield
Situa'on
TRA
‐80%
AT
Code
751
C1
INO
-53%
C2
HED
-21%
C3
PMX
-44%
C4
TMX
-5%
C5
TRA
3%
C6
ALT
5%
X
MIN
23%
T
RPE
11%
MIN
Down
1.) Over/ under representation of Archetype in brand user group, in %
Pro‐Value,
Likes
An'‐Value,
Dislikes
Conflict
w/
Delimiter
Warning,
too
liTle
Warning,
too
much
Up
Dn
We
Me
RPE
Decreasing
Economic
Relevance
Maximalis'c,
luxury
Minimalis'c,
reduc'on
Social
conserva've
Individual
progressive
Neutral
Point,
Cross‐sec'on
of
popula'on
Current
Brand
Posi'on
(AVP)
Protagonists
(P)
Delimiter
Antagonists
(A)
Delimiter
Force‐field,
ATrac'on,
Distrac'on
Projec'on,
Adver'sed
Posi'on
1
2
3
4
5
6
X
T
INO:
Surprise,
Curiosity
&
Pride
HED:
Ecstasy,
Pleasure
&
Ease
PMX:
Euphoria,
Strength
&
Interest
TMX:
Potency,
Pleasure
&
Certainty
TRA:
Security,
Acceptance
&
Relief
from
Doubt
ALT:
Compassion,
Peace
&
Relief
from
Danger
MIN:
S'ngy,
Envy
&
Relief
from
was'ng
own
money
RPE:
Curiosity,
Potency
&
Pride
Source: Rosebud. The Strategic Business Development Group, TNS (Germany, Dec.2002, n=1.508, 18-55 yrs, CAWI)
13
Die “Delimiter” einer Marke bestimmen die “Pull”-Kräfte,
und damit den Marktanteil und die Profitabilität
Consumer
Emo'onal
count
ATachment
Max
300
Brand
Indifferent
'middle'
Min
Brand
Delimiter
Delimiter
250
Emo'onal
ATachment
Max
Gain
Brand
user
share
Loss
Market
Share
Market
Share
100%
1.)
Consumer
Count
75%
200
150
Compliance
Rate
of
a
…
50%
Brand
Non-User
100
2.)
25%
Strong
Pull‐force
Weak Pull-force
Repelling
Pull‐force
Brand
User
50
0
0%
Min
Protagonists
Delimiter
Distance
from
Protagonists
Max
Antagonists
Delimiter
Min
Protagonists
Delimiter
Distance
from
Protagonists
Max
Antagonists
Delimiter
1.) The
majority
of
protagonists
actually
use
the
brand;
s'll
some,
but
fewer
antagonist
buy
the
brand
2.) Only
a
minority
within
protagonist
peer
group
use
the
brand;
the
share
of
antagonists
using
the
brand
within
its
peer
group
exceeds
the
protagonist's
one
Source: Rosebud. The Strategic Business Development Group
14
Die Position einer Marke und ihre emotionale Verfassung
vis-à-vis anderen Marktteilnehmern wird im Battlefield
deutlich
Up
Willy Bogner
3
4
1
2
3
4
5
6
X
T
We
1
2
3
4
5
6
X
T
5
2
6
1
Bugaboo
1
2
3
4
5
6
X
T
Me
Hidden World
4711 Eau de Perfume
1
2
3
4
5
6
X
T
Toxic
“X”
Emo'ons
alienates
all
other
emo'onal
states
Nike
T
X
Entry
gate
to
the
“graveyard
of
brands”
Down
1:
Surprise,
Curiosity
&
Pride
2:
Ecstasy,
Pleasure
&
Ease
3:
Euphoria,
Strength
&
Interest
4:
Potency,
Pleasure
&
Certainty
5:
Security,
Acceptance
&
Relief
from
Doubt
6:
Compassion,
Peace
&
Relief
from
Danger
X:
S'ngy,
Envy
&
Relief
from
was'ng
own
money
T:
Curiosity,
Potency
&
Pride
Source:
Rosebud. The Strategic Business Development Group,
Toluna
(Germany,
Nov.2008,
n=1.917,
Market
Par'cipants,
18‐65
yrs,
CAWI,
Sigma
weighted)
15
Drei Wege führen aus der Markenfalle:
A. 
Gegen den Strom
zurück schwimmen
B. 
Direkter Sprung,
ohne Umweg zu den
wirtschaftlich
bedeutensten
Marktsegmenten
C. 
Flucht nach vorn,
durch die “Hidden
World”, über “T”
den Wiedereintritt
als Lifestyle-Marke
vorbereiten
Up
3
4
5
Past
A
2
B
6
1
Future
Hidden World
C
T
X
Entry
gate
to
the
“graveyard
of
brands”
Down
1:
Surprise,
Curiosity
&
Pride
2:
Ecstasy,
Pleasure
&
Ease
3:
Euphoria,
Strength
&
Interest
4:
Potency,
Pleasure
&
Certainty
5:
Security,
Acceptance
&
Relief
from
Doubt
6:
Compassion,
Peace
&
Relief
from
Danger
X:
S'ngy,
Envy
&
Relief
from
was'ng
own
money
T:
Curiosity,
Potency
&
Pride
Source:
Rosebud.
The
Strategic
Business
Development
Group,
Toluna
(Europe
B5,
Jul.2008,
n=6.143,
Driver,
18‐65
yrs,
CAWI,
Sigma
weighted)
16
Coca-Cola Case Studies
17
Fallstudie: Coca-Cola’s Werteprofil zeigt klare Anzeichen einer
fortgeschrittenen Erosion im Jahr 2000
Coca-Cola
AVP
(763 vs. 750 ;
zmax=12.7)
E
Solidarity
Passion
Fair
Egozentrik
als
primäre
Orien'erung
Nature
Puristic
Erosion
der
Preiswürdigkeit
Classic
!
Price
Thrill
& Fun
Kein
hedonis'sches
Element
Carefree
Service
Quality
Total
Cost
Vitality
Clanning
Tranquil
Smart
Shopping
Zentrales
Coca‐Cola
Thema
Stimulation
fehlt
New&Cool
Protech
Personal
Efficiency
Customized
Proven
R
Solution
Fair One
of
19
sta;s;cal
factors
associated
with
a
dis'nct
psychological
core
E
Emo;onal
values
,
feelings
R
Ra;onal
values,
measurables
+
More
consump;on
‐ 
Less
consump;on
E‐
Solidarity
[Altruism]
E+ S;mula;on
[Hedonism]
R+ Solu;on
[Performance]
R‐
Price
[Moneyism]
Pro‐Value:
Orienta'ons
an
individual
”likes”/
approves;
An;‐Value:
Orienta'ons
an
individual
”dislikes”/
disapproves
+ Midfield
area,
high
degree
of
consensus
in
a
popula'on,
Mainstream
Warning,
too
intense/
weak
!
Conflict,
cri'cal
Source: Rosebud. The Strategic Business Development Group, TNS Emnid Data (Germany, Apr.2000, n=1.513, Population 14-65 yrs., CATI)
18
Coca-Cola’s Polarisation ist unvollständig, die Marke verfügt
über keine erklärten Protagonisten, hat progressive und
traditionelle Segmente gleichzeitig akquiriert
Coca-Cola 2000
Brand
User
Analysis
Brand
Profile
–
Actual
Value
Percep'on
E
Solidarity
Fair
Nature
Puristic
Classic
Vitality
80%
Thrill
& Fun
40%
Service
Quality
Total
Cost
Proven
Price
Protech
5%
13%
-20%
HED
8%
-18%
-40%
-19%
-60%
Personal
Efficiency
Customized
Solution
R
E‐
Altruism
R‐
Moneyism
E0
Tradi'onal
hedonism
R0
Tradi'onal
performance
E+
Progressive
hedonism
R+
Progressive
performance
14%
0
+
Smart
Shopping
28%
20%
Clanning New&Cool
PMX
TMX
60%
Carefree
Tranquil
Up
Del
Stimulation
Passion
German
BaTlefield
Situa'on
-56%
‐80%
AT
Code
Fav
We
C1
INO
C2
HED
C3
PMX
C4
TMX
C5
TRA
C6
ALT
TRA
X
MIN
Up
Dn
We
Me
Maximalis'c,
luxury
Minimalis'c,
reduc'on
Social
conserva've
Individual
progressive
Neutral
Point,
Cross‐sec'on
of
popula'on
RPE
T
RPE
Current
Brand
Posi'on
(AVP)
Protagonists
(P)
Delimiter
Antagonists
(A)
Delimiter
Force‐field,
ATrac'on,
Distrac'on
Projec'on,
Adver'sed
Posi'on
No.1
Me
Decreasing
Economic
Relevance
MIN
Down
1.) Over/ under representation of Archetype in brand user group, in %
Pro‐Value,
Likes
An'‐Value,
Dislikes
Conflict
w/
Delimiter
Warning,
too
liTle
Warning,
too
much
INO
ALT
1
2
3
4
5
6
X
T
INO:
Surprise,
Curiosity
&
Pride
HED:
Ecstasy,
Pleasure
&
Ease
PMX:
Euphoria,
Strength
&
Interest
TMX:
Potency,
Pleasure
&
Certainty
TRA:
Security,
Acceptance
&
Relief
from
Doubt
ALT:
Compassion,
Peace
&
Relief
from
Danger
MIN:
S'ngy,
Envy
&
Relief
from
was'ng
own
money
RPE:
Curiosity,
Potency
&
Pride
Source: Rosebud. The Strategic Business Development Group, Toluna (Germany, Dec.2008, n=1.918, 18-55 yrs, CAWI)
19
Coca-Cola war im Jahr 2000 auf dem Weg, den ökonomisch
relevanten Markt zu verlassen
Up
Coca‐Cola
2000
(763)
Hedonists
PMX 2
13.1%
126pt.
Red
Bull
Fanta
(557)
3 HED
Innovators/ Rule-breaker
Afri
Cola
ALT
6
Pepsi
Sprite
(445)
Fanta
Sprite
Past
TRA 8
Red
Bull
(215)
1 INO
Future
9.9%
384pt.
4 IND
Coca‐Cola
5 MPE
Pepsi
(213)
MIN 7
I
P
H
I
M
T
M
A
U
D
P
F
Up,
Maximalis'c
Down,
Minimalis'c
Past,
Tradi'onal
Future.
Progressive
Down
Neutral
Point,
Cross‐
sec'on
of
popula'on
Segment
Size/
Rel.Value
Archetype
Segment
(ER)
Brand
posi'on
Momentum
1) 
Simula'on,
Archetypes
from
May
2004
Source:
Rosebud.
The
Strategic
Business
Development
Group,
TNS
Data
(Germany,
Aug.2001,
n=1.511,
16‐65
yrs,
CATI)
20
1999
Coca-Cola warb 1999 mit „Enjoy“ und fröhlichen Szenen aus
der Kindheit und dem Leben junger Erwachsener
PVP Projection analysis of Coca-Cola „Snowflakes“ (1)
•  Winter'me,
out
in
the
country,
big
snow
flakes
are
falling,
view
from
above
•  A
group
of
children
are
having
a
good
snow
ball
fight
•  The
children
are
all
properly
dressed
in
typical
classic/
European
winter
clothes
and
scarfs
•  The
boys
are
wild,
throwing
snow
balls
at
each
other,
chasing
the
girls
…
•  The
girl
with
the
blue
scarf
escapes,
stops
playing
…
•  [Slow
mo'on]
•  …and
starts
to
'dance'
with
the
snow
flakes
Source: Rosebud. The Strategic Business Development Group, PVP Assessment Panel
•  [Zoom
in]
•  The
girl
closes
her
eyes,
opens
her
mouth
and
starts
to
dream
…
•  It
appears,
that
the
girl
dreams
to
have
become
a
snow
flake
herself
‐
floa'ng
around
freely
•  [Cut]
•  [Close
up]
•  A
face
(nose,
eyes
only)
with
closed
eyes
appears
to
be
s'll
the
same
girl’s
face
–
but
not
quite
•  The
background
color
changes
from
a
cold
to
a
warm
tone
22
Coca-Cola’s “Schneeflocken” projiziert die Vorstellung, dass
es erfrischt wie nur ein Wintertag im Sommer
PVP Projection analysis of Coca-Cola „Snow flakes“ (2)
•  [Zoom
out]
•  The
face
shows
now
a
older
girl
–
probably
the
same
girl
as
a
teenager
in
the
future
–
drinking
from
a
boTle
of
Coca‐Cola
with
closed
eyes
–
appearing
to
be
enjoying
the
drink
very
much
•  The
girl
stops
drinking,
puts
the
boTle
down
and
turns
around
•  Her
face
brightens
up
(almost
in'mately)
as
if
she
recognizes
someone
she
likes
a
lot
…
and
whom
she
has
not
no'ced
approaching
while
busy
enjoying
her
Coca‐Cola
•  The
scene
is
obviously
taking
place
at
the
beach
where
it
is
warm
•  The
someone
from
the
previous
scene
obviously
takes
the
hand
of
the
girl
…
•  …
and
she
gladly
gives
in
at
last
geWng
up
from
her
seat
in
the
sand
•  She
is
splashed
at
by
others
from
her
peer
group
•  She
has
not
let
go
of
the
Coca‐Cola
boTle
and
is
s'll
holding
on
to
it
Source: Rosebud. The Strategic Business Development Group, PVP Assessment Panel
•  She
splashes
back
(but
not
too
much)
…
•  …
and
all
seem
to
have
a
very
good
'me
with
each
other
•  The
story
seems
to
be
that
the
girl
is
feeling
very
hot
at
the
beach,
drinks
a
Coca‐Cola
and
while
she
is
enjoying
the
refreshment
she
remembers
her
youth
in
the
cold
winter'me
having
a
snowball
fight
–
i.e.
Coca‐Cola
'works'
like
the
winter
in
good
old
'mes
23
In Summe projiziert Coca-Cola mit “Enjoy” ein traditionelles
Leistungsprofil mit traditionellen, hedonistischen Elementen
Coca-Cola “Enjoy”
Projected
Value
Proposi'on
ATrac'on
&
Distrac'on
E
Nature
Puristic
Classic
Tranquil
High
Thrill
& Fun
Carefree
ATrac'on
Passion
Fair
Up
Stimulation
Clanning New&Cool
Low
Vitality
-
+
Service
Smart
Shopping
Quality
Total
Cost
Proven
Price
Protech
Personal
Efficiency
Customized
Solution
Distrac'on
Solidarity
MC
P
ER
Pro‐Value,
Likes
An'‐Value,
Dislikes
Conflict
w/
Delimiter
Warning,
too
liTle
Warning,
too
much
Up
Dn
We
Me
PMX
TMX
10%
20%
30%
HED
10%
-10%
-30%
-30%
We
ALT
INO
“Enjoy”
Me
-50%
High
R
E‐
Altruism
R‐
Moneyism
E0
Tradi'onal
hedonism
R0
Tradi'onal
performance
E+
Progressive
hedonism
R+
Progressive
performance
German
BaTlefield
Situa'on
C1
C2
INO
HED
Decreasing
Economic
Relevance
TRA
C3
C4
C5
C6
X
R
PMX
TMX
TRA
ALT
MIN
RPE
Maximalis'c,
luxury
Minimalis'c,
reduc'on
Social
conserva've
Individual
progressive
Neutral
Point,
Cross‐sec'on
of
popula'on
Current
Brand
Posi'on
(AVP)
Protagonists
(P)
Delimiter
Antagonists
(A)
Delimiter
Force‐field,
ATrac'on,
Distrac'on
Projec'on,
Adver'sed
Posi'on
Source:
Rosebud.
The
Strategic
Business
Development
Group,
Qualita've
PVP
Assessment
Panel
Panel
RPE
MIN
Down
1
2
3
4
5
6
X
T
INO:
Surprise,
Curiosity
&
Pride
HED:
Ecstasy,
Pleasure
&
Ease
PMX:
Euphoria,
Strength
&
Interest
TMX:
Potency,
Pleasure
&
Certainty
TRA:
Security,
Acceptance
&
Relief
from
Doubt
ALT:
Compassion,
Peace
&
Relief
from
Danger
MIN:
S'ngy,
Envy
&
Relief
from
was'ng
own
money
RPE:
Curiosity,
Potency
&
Pride
24
Die projizierte Zielposition von “Enjoy” liegt klar außerhalb
des ökonomisch relevanten Marktes, Coca-Cola sollte vielmehr
seine Markenposition in Richtung Innovatoren verbessern
Up
Coca‐Cola
(763)
Hedonists
PMX 2
13.1%
126pt.
Red
Bull
Fanta
(557)
3 HED
Afri
Cola
ALT
6
“Enjoy”
Coca‐Cola’s
projected
posi'on
Sprite
(445)
Past
TRA 8
Red
Bull
(215)
Pepsi
Fanta
Sprite
1 INO
Future
9.9%
384pt.
4 IND
Coca‐Cola
10.9%
46pt.
5 MPE
Pepsi
(213)
Innovators & Rule-breaker
New
Coca‐Cola
Target‐PVP
Traditionalists
MIN 7
I
P
H
I
M
T
M
A
U
D
P
F
Up,
Maximalis'c
Down,
Minimalis'c
Past,
Tradi'onal
Future.
Progressive
Down
Neutral
Point,
Cross‐
sec'on
of
popula'on
Segment
Size/
Rel.Value
Archetype
Segment
(ER)
Brand
posi'on
Momentum
1) 
Simula'on,
Archetypes
from
May
2004
Source:
Rosebud.
The
Strategic
Business
Development
Group,
TNS
Data
(Germany,
Aug.2001,
n=1.511,
16‐65
yrs,
CATI)
25
Coca-Cola’s “Drei Grad Celsius” bekennt sich klar zu einem
Delimiter-Paar, stellt die Zuschauer vor eine einfache Wahl
Consumer
count
Protagonist
Delimiter
Indifferent
middle
Followers
Antagonist
Delimiter
200
100
Campaign
0
0
Distance from Protagonists
Max
Enjoy
+3°/ Slip
+3°/ Car
Source: Rosebud. The Strategic Business Development Group, PVP Assessment Panel
28
Coca-Cola’s Markenposition verbesserte sich bereits deutlich
nur acht Monate nach dem Launch der neuen Kampagne
Coca-Cola 2000
Coca-Cola 2001
AVP
(763
vs.
750;
zmax=12.7)
AVP
(927
vs.
582;
zmax=12.7)
E
5
2
E
Solidarity
Passion
Fair
3
Classic
Nature
Puristic
Stimulation
1
Vitality
Solidarity
Thrill
& Fun
Carefree
Fair
2
Nature
Clanning New&Cool
Tranquil
-
Puristic
+
4
Smart
Shopping
Service
!
Quality
Total
Cost
Proven
Price
Customized
Solution
R
1. Central
“Coca‐Cola”
theme
missing,
i.e.
Carefree,
Classic,
An'‐proven
2. No
hedonis'c
differen'ators
3. Egocentricity
as
primary
value
proposi'on/
representa'on,
too
strong
(rel.)
4. Erosion
of
price‐worthiness
Classic
Vitality
Thrill
& Fun
Carefree
1
Clanning New&Cool
Tranquil
-
+
Protech
Personal
Efficiency
Stimulation
Passion
Service
Smart
Shopping
4
Personal
Efficiency
Quality
Total
Cost
Proven
Price
Protech
Customized
6
3
Solution
R
1. Development
of
new
hedonis'c
differen'ators,
i.e.
Carefree
et.al.
2. Develop.
of
expressive
posi'ons
3. Develop.
of
individual
posi'ons
4. Reversal
of
minimalist
elements
5. Increase
from
763
to
927
user
6. An'‐Proven
s'll
missing
Source:
Rosebud.
The
Strategic
Business
Development
Group,
TNS
Data
(Germany,
Aug.2001,
n=1.511,
16‐65
yrs,
CATI)
29
Strategische Markenführung in destruktiven Märkten:
Wenn einem nichts anderes mehr einfällt, reduziere den Preis
1.  Genaue Kenntnis der Wertesegmente im Markt,
ihr Verhaeltnis zueinander, und ihre oekonomischen Relevanz
2.  Genaue Kenntnis der eigenen Position im Battlefield,
eigene Staerken, schonungslos eigene Schwaechen beim Namen nennen
3.  Genaue Kenntnis der Positonen der Wettbewerber im Battlefield,
besonders deren Schwaechen
4.  Strategische Wahl der Delimiter fuer die eigene Zielposition,
Maßnahmenliste zur Anpassung des Marketing-Mix
plus „strategische Fallen“ für die unmittelbaren Wettbewerber aufstellen
5.  Konsequente – mutige – Ausführung,
Nutzung von zwei Panels vor Ausführung von Maßnahmen im Marketing-Mix
Nutzung von Multiplikationseffekten um Mediakosten zu sparen
Source: Rosebud. The Strategic Business Development Group
30
Appendix
31
Quick Reference Guide
Emotional values, i.e. orientations to
satisfy feelings or conscience, looking
for pleasure or wanting to make sense
R
Rational values, i.e. orientations to
satisfy objective measurable
performance criteria, fact orientation
+
More consumption, i.e. looking for
maximum variety, true to the motto “more
and more at the same time”
- 
Less consumption, i.e. looking for
concentration and reduction, believing
in “less is more”, minimalism
ESolidarity [Altruism], i.e. looking for
ethical and balanced things, taking
responsibility, selflessness
E+ Stimulation [Hedonism], i.e. looking
for fun, seeking pleasure, wanting
more and more
R+ Solution [Performance], i.e. looking
for performance, efficiency and always
better things, all aspects of “quality”
RPrice [Moneyism], i.e. looking to spend
less and less money for as much as
possible in return
Fair One of 19 statistical factors from
quantitative evaluation of the Rosebud
Statement Battery, each factor is
associated with a distinct psychological
core; distance of factors to each other
(geography) according to result of a
multi-dimensional factor analysis
Pro-Value: Orientations an individual
”likes”/ approves; values overrepresented in the user group of
a brand vis-à-vis population
Anti-Value: Orientations an individual
”dislikes”/ disapproves; values underrepresented in the user group of
a brand vis-à-vis population
+ Midfield area, high degree of consensus
in a population,
Mainstream
The Rosebud-Profiler
E
E
Solidarity
Stimulation
Passion
Fair
Nature
Classic
Navigator Grid
Factors of higher degree
Vitality
Thrill
& Fun
Carefree
Puristic
Clanning
Tranquil
Service
Smart
Shopping
Quality
Total
Cost
Price
© Rosebud 2007
Source:
Rosebud.
The
Strategic
Business
Development
Group)
E-
E+
R-
R+
R0
v.3.4
New&Cool
Protech
Personal
Efficiency
Customized
Proven
R
E0
Solution
v.3.4
E0 Traditional hedonism, i.e. classics,
timeless beauty and elegance,
harmonious designs, quiet comfort,
conservative status symbols
R0 Traditional performance, i.e. hard
work, high efforts , perfectionism,
duty, objectivity, conventional, proven
things and strategies
E+ Progressive hedonism, i.e. thrill/
adventure seeking, creative, trendsetting, new & cool things, loud,
fashion orientation , avantgardistic
status symbols
R+ Progressive performance , i.e.
latest technologies, innovative,
efficiency seeking, maximum use
of time, delegation of performance
E- Altruism, i.e. high ethical values,
respectful to others, environmentally
concerned, taking care mentality,
guardians of social norms
R- Moneyism, i.e. price sensitive,
systematically seeking value for
money, active bargain hunting
32
Who’s Rosebud … ?
• 
Meant to increase a brand’s economic performance, an interdisciplinary team of seasoned
experts from around the world, a team of rich diversity with qualitative and quantitative sensors
• 
Entrepreneurial & Creative, Research & Development-driven, with a full scale statistical science
and data processing center; invented the “Profiler” in 1995 and is committed to always offer the
latest version and most advanced application
• 
Successfully completed more than 100 brand strategy projects in the past 5 years
• 
Global reach with projects in Europe, China, Japan, India, Brazil, and the United States.
Operating from Hong Kong, Beijing, Munich and New York
• 
Publishing in leading periodicals, such as Manager Magazine and Harvard Business Review
• 
Some of the most dynamic and successful corporations worldwide use Strategic Business
Management by Rosebud
Source: Rosebud – The Strategic Business Development Group
33
Rosebud. Unleashing the power of brands
Rosebud
The Strategic Business Development Group
Authorized by
234 East 46th Street, New York, NY 10017, USA
20/F, 9 Queen's Road Central, Hong Kong, SAR
Beichang Street 25, Beijing 100033, China
Blumenstrasse 23, Munich 80331, Germany
[email protected]
http://rosebud-strategies.com
Tom Ramoser
Managing Partner
34