Portfolio Piece 5: Point Of Sale (POS)


Rationale

Rekorderlig  cider is a Swedish fruit flavoured cider created in 1996, that is still brewed today in its home town,01 6 different flavours are available ranging from Strawberry and Lime to Pear. A 2017 Mintel Cider Report highlights that Rekorderlig only has a 3% market share within the UK Cider Market. In comparison to Strongbow, Bulmers and direct competitor Kopparberg, this small market share offers many challenges in gaining sales and brand awareness.

The Challenge

To increase the awareness of the brand Rekorderlig Cider.

The Solution

The introduction of Rekorderlig Cider as a base for summer themed cocktails.

The Result

A predominantly visual campaign showing 5 cocktails that can be made from a base of Rekorderlig cider.

Both the Business Objective and the Position in the Customer Journey are focused on Awareness Raising. To increase awareness and recall of Rekorderlig Cider within the millennial target market. Sharon Michaels a journalist at Forbes magazine explains that by keeping a brand name and message in front of the target market it constantly reminds them who the brand is, through a cohesive campaign spanning multiple channels, brands can increase their awareness.

YouGov  states that Rekorderlig’s target market are millennials. Melissa Hoffmann  from Adweek highlights that out of all the age demographics millennials are the most likely to try and adopt new products and brands.  David Orgel from Supermarket News states that millennials are the most likely generation to look up recipes in store, or follow set cards/information given by brands, allowing them to try new products and recipes, quickly and successfully.

Visual research, demonstrates many different examples of supermarket recipe cards, all showing examples of the finished product on the front, and the ingredients and method on the back. The creative above has taken inspiration from the recipe cards below.

Message

Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.

Concept

Use Rekorderlig Cider to make these great recipes – Mix Rekorderlig Cider with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.

Measurement

Customers are encouraged to vote online for their favourite recipe for the chance to win all the ingredients to make each of the five cocktails. Voter numbers will help to measure the success of the cards.

The tone of voice is style, refreshing and sophisticated, conveyed visually through a small recipe card with a picture of the chosen Rekorderlig Cider Cocktail, on the front, with text overlay of the logo at the top in a deep pink band and tag line at the bottom.  The back has images of corresponding ingredient required, the logo and the tagline at the bottom. Nigel Huddleston‘s article on millennials drink choices explains that millennials are switching to sweeter drinks.  The image suggests the flavour of the drink – fruity, sweet and refreshing. The image is simple through the use of the glasses, wooden bench. But also conveying sophistication through the crystal cut glass, the drinks presentation and the overall layout and choice of ingredients examples on the back.

Image specifications:

Size: 12 cm x 15 cm

Resolution: 300 dpi

Bleed: 3mm bleed

Colour: CYMK

Image (top) from stock image library: Unsplash 

Logo and bottle: Rekorderlig website

Ingredients: Glass, Blackcurrants, Gordon’s Gin, Chase, Lemon

References

Image source: Unsplash  Rekorderlig Cider

Demeritt.L. (2016) ‘Millennials in the grocery store: Are they really that much different from old generations?’ Supermarket News. Available at:http://www.supermarketnews.com/blog/millennials-grocery-store-are-they-really-much-different-older-generations (Accessed 29 March 2017).

Google Images (2017a) Gordon’s Gin. Available at:https://www.google.co.uk/search?q=gordons+gin&safe=strict&espv=2&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi9nYvvt_vSAhVsJcAKHUQECxYQ_AUIBygC&biw=1155&bih=900#imgrc=oeo52XA3_GAVZM (Accessed 29 March 2017).

Google Images (2017b) Blackcurrants. Available at:https://www.google.co.uk/search?q=blackcurrants&safe=strict&espv=2&source=lnms&tbm=isch&sa=X&ved=0ahUKEwibkMS9uPvSAhUMAcAKHQ-IBrkQ_AUIBygC&biw=1155&bih=900#imgrc=i71NzwxceaayiM: (Accessed 29 March 2017).

Google Images (2017c) Lemon. Available at:https://www.google.co.uk/search?q=lemon&safe=strict&espv=2&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjYuvzVuPvSAhVrC8AKHVUrBW4Q_AUIBigB&biw=1155&bih=900#imgrc=_z81f2MW6NNAhM: (Accessed 29 March 2017).

Google Images (2017d) Chase Blackcurrant liqueur. Available at:https://www.google.co.uk/search?q=chase+blackcurrant+liqueur&safe=strict&espv=2&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiysqPtuPvSAhXCCsAKHW4VDOYQ_AUIBygC&biw=1155&bih=900#imgrc=waga32aIV8rrNM:  (Accessed 29 March 2017).

Google Images (2017d) Crystal Cut whiskey glass.  Available at:https://www.google.co.uk/search?q=crystal+cut+glass&safe=strict&espv=2&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi44I2OufvSAhUJM8AKHRT1CjIQ_AUIBygC&biw=1155&bih=900#safe=strict&tbm=isch&q=crystal+cut+whiskey++glass&*&imgrc=dmX5aOvuIeFEAM: (Accessed 29 March 2017).

Halek,K. (2015) Digital Vs Print: which one will save your Marketing in 2015.Available at:http://www.millennialmarketing.com/2015/04/digital-vs-print-which-one-will-save-your-marketing-in-2015/ (Accessed 7 March 2017).

Hoffmann,M (2014) ‘Attention Brands: This Is How You Get Millennials To Like You’. Adweek. Available at:http://www.adweek.com/brand-marketing/attention-brands-how-you-get-millennials-you-160575/ (Accessed 29 March 2017).

Huddleston (2015) Millennial trends: play the generation game. Available at:http://www.morningadvertiser.co.uk/Running-your-pub/Marketing/Millennial-trends-play-the-generation-game  (Accessed 15 March 2017).

Iron Moutain (2016) Turning Back the Pages: Why Millennials Prefer Print (and what you need to do next). Available at:http://www.ironmountain.com/Knowledge-Center/Reference-Library/View-by-Document-Type/General-Articles/T/Turning-Back-the-Pages-Why-Millennials-Prefer-Print-and-What-You-Need-to-Do-Next.aspx (Accessed 7 March 2017).

KDM (2015) Myth Busters: Marketing to Millennials at Retail. Available at:http://www.kdmpop.com/2015/03/Myth-Busters-Marketing-to-Millennials-at-Retail.cfm (Accessed 22 March 2017).

Kourovskaia, A (2013) Increasing brand value: A masterclass from the world’s strongest brands. Available at:https://www-warc-com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=9c336bfb-62a2-4dcc-a0f2-3b09f0e40605&q=increasing+brand+recall&CID=A100711&PUB=WARC-RESEARCH  (Accessed 15 March 2017).

Michael, S (2016) 10 Ways to Better Brand Recognition. Available at:https://www.forbes.com/sites/womensmedia/2013/04/16/10-ways-to-better-brand-recognition/#32dcb699683a (Accessed 1 March 2017).

Mintel (2017) Cider-UK-January 2017. Available at:http://academic.mintel.com/display/814043/  (Accessed 21 March 2017).

Orgel,D. (2014) ‘New Recipes for success with Millennials.’ Supermarket News. Available at:http://www.supermarketnews.com/blog/new-recipes-success-millennials  (Accessed 21 March 2017).

Quelch,J. and Cannon-Bonventre,K. (2016) ‘Better Marketing at the Point of Purchase’ Harvard Business Review. Available at:https://hbr.org/1983/11/better-marketing-at-the-point-of-purchase  (Accessed 22 March 2017).

Rekorderlig (2017) About Us. Available at:http://www.rekorderlig.com/cz/flavours/ (Accessed 21 March 2017).

Rekorderlig (2017) Rekorderlig. Available at:http://www.rekorderlig.com/gb/ (Accessed 29 March 2017).

Unsplash (2017) Unsplash. Available at:https://unsplash.com/ (Accessed 29 March 2017).

YouGov (2016) Rekorderlig Profile. Available at:https://yougov.co.uk/opi/browse/Rekorderlig (Accessed 15 March 2017)


Research

Business objective

To increase awareness and recall of the brand Rekorderlig within the millennial target market. Source: Michaels , Source: Anastasia Kourovskaia at Warc, Source: Warc, Source: Nigel Jones,Louise Cook and Clive Cooper at Warc.

Audience Research

The target audience for  Rekorderlig  is millennials (18-24’s) both women and men who are trend setters,  want to break the mould and are always looking for something new and exciting YouGov  Schawbel  Olenski.

Melissa Hoffmann 2014  from Adweek highlights that out of all the age demographics millennials are the most likely to try new thing, products and brands, they’re open to adopting “new”.

Laurie Demeritt 2016 a writer for Supermarket News adds that they take a broader approach when they’re grocery shopping, they are always aware of new products, and pay attention to the social and advertising call outs identifying them in store. She states that this creates a interest for expanding their culinary boundaries, and the drives them to try new things at home.

As identified throughout the audience research Portfolio Piece 6 , millennials prize the opinions and experiences of their friends, family and even strangers. Daniel Newman 2015 from Forbes explains that this, and explains that this age group want information quickly, fast and digestible allowing them to read and then do. Point of Sale, will fit in as a prompt to customers as they walk through the supermarket, as they would have already seen one or more of the digital adverts (Instagram, Banner Advert,Blog).

Position in Customer Journey

Awareness-  this point of sale  will be to raise awareness of the product and brand Rekorderlig cider to consumers who may have never come across it before.

Tone of Voice

  • Style
  • Refreshing
  • Sophisticated

Message

  • Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.

Creative Format

Six A6 size double sided cards, demonstrating the different cocktail recipes, including an ingredient list

Measurement

Survey’s online to millennials/ focus group market research pre and post campaign to measure millennial awareness and recall

Concept

Use Rekorderlig Cider to make these great recipes – Mix Rekorderlig Cider with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.

Semiotic meaning of image

Image set up

InDesign

Size: 10cm by 15cm (this can be in mm or cm depending on the image being created)

Resolution: 300 dpi (large enough for printed images)

Bleed: 3mm bleed ( to wrap to the edge of the page )

Colour: CYMK

Research

These are some examples of POS in Waitrose, Sainsbury’s and Tesco. They range from celebrating the shops own collections of products, branded and partnerships between the Rugby World Cup, Sainbury’s and select products. Image Source: Pintrest.

Here are some examples of some recipe cards from Sainburys and Waitrose, they give ingredient and method information quickly and easily digestible Source: Google Images

Draft 1

Draft 2

Draft 3

References

Dermeritt, L. (2016) Millennials in the grocery store: Are they really that much different from older generations?  Available at:http://www.supermarketnews.com/blog/millennials-grocery-store-are-they-really-much-different-older-generations  (Accessed 22 March 2017).

Google Images (2017). Supermarket Recipe Cards.  Available at:https://www.google.co.uk/search?q=in+store+recipe+cards&safe=strict&espv=2&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiIzO3oierSAhUXOsAKHYqAAXcQ_AUIBigB&biw=1057&bih=859  (Accessed 22 March 2017).

Hoffmann,M (2016). Attention Brands: This Is How You Get Millennials To Like You. Available at:http://www.adweek.com/brand-marketing/attention-brands-how-you-get-millennials-you-160575/  (Accessed 22 March 2017).

Jone, N. Cook,L. and Cooper, C. (1991) Persistence & chimpanzees – the PG Tips case history. Available at: https://www-warc-com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=ec3f621a-c77d-442c-a993-a3a56cc069c3&q=building+brand+awarness&CID=A711&PUB=ADMAP (Accessed 1 March  2017).

Kourovskaia, A (2013) Increasing brand value: A masterclass from the world’s strongest brands. Available at:https://www-warc-com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=9c336bfb-62a2-4dcc-a0f2-3b09f0e40605&q=increasing+brand+recall&CID=A100711&PUB=WARC-RESEARCH  (Accessed 15 March 2017).

Michael, S (2016) 10 Ways to Better Brand Recognition. Available at:https://www.forbes.com/sites/womensmedia/2013/04/16/10-ways-to-better-brand-recognition/#32dcb699683a (Accessed 1 March 2017)

Pintrest (2017) Supermarket POS.  Available at:https://uk.pinterest.com/search/pins/?q=supermarket%20POS&rs=typed&term_meta[]=supermarket%7Ctyped&term_meta[]=POS%7Ctyped (Accessed 22 March 2017).

Newman,D. (2015)  Research Show Mmillennials Don’t Respond to Ads. Available at:https://www.forbes.com/sites/danielnewman/2015/04/28/research-shows-millennials-dont-respond-to-ads/2/#f82baa620ed7 (Accessed 22 March 2017).

WARC (2016) Inspire with Instagram. Available at:https://www-warc-com.proxy.worc.ac.uk/PDFFilesTMP/c9e68f96-6d27-4eee-b32f-3f26d13d3f6e.PDF (Accessed 23 February 2017).

YouGov (2016) Rekorderlig Profile. Available at:https://yougov.co.uk/opi/browse/Rekorderlig (Accessed 15 March 2017)

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One thought on “Portfolio Piece 5: Point Of Sale (POS)

  1. Notes: Size: 12Cm x 15Cm should read 12 cm x 15 cm – check this on other portfolio items for consistency. Also note typos such as ‘POs’ which should read ‘POS’. This is a recipe card and your visual research is not really expanded on in your rationale. It is in your research but only your rationale is assessed so make sure your rationale covers this research – and check the same for your other portfolio items. For example the visual research on Sky Scraper ads and POS recipe cards are not covered or discussed in the rationale? The bit that’s being marked?

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