2021 PLAN ON A PAGE - gpw-royalcanin.com
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2021 PLAN ON A PAGE COPYRIGHT MARS, INC. CONFIDENTIAL – INTERNAL USE ONLY. EUKANUBA IS A TRADEMARK OF MARS, INC. EXCEPT IN EUROPE
2021 GLOBAL DEMAND PRIORITIES
WE’RE BUILDING WE’RE MAKING WE ARE CREATING
the plan with more ambiguity informed assumptions space for market-specific
than ever, with a context on what will continue in 2021 COVID recovery plans
that is rapidly evolving & the associated
NO RISK moves
COPYRIGHT MARS, INC. CONFIDENTIAL – INTERNAL USE ONLY. EUKANUBA IS A TRADEMARK OF MARS, INC. EXCEPT IN EUROPE
2021 GLOBAL DEMAND PRIORITIES
POST COVID IMPLICATIONS FOR ROYAL CANIN 2021
OPERATING ASSUMPTIONS PLAN (‘NO RISK MOVES’)
Brands that invest during economic Invest in super premium brand experience
down-turns recover faster Be purposeful. Selfless. Relevant
Changed media consumption habits
Increase digital recommendation via search,
(shift to digital/social/interactive)
digital content/engagement/education, & digital prescription
will continue post acute phase
Disruption of pet ownership will continue
Customize and optimize Start of Life initiatives
(positive and negative depending on market)
Help our partners transact online
Shift to ecommerce will continue post acute
Continue with search best practices
phase of crisis phase
and perfect digital executions
Economic downturn will follow decreasing purchasing Focus on trial and penetration
power, reducing basket size (via relevant SKUs, pricing, promo’s)
Remove their pain points.
Offline/smaller partners will be challenged
Implement category growth principles.
to win traffic back & to survive
Make every interaction matter, via excellence in execution
COPYRIGHT MARS, INC. CONFIDENTIAL – INTERNAL USE ONLY. EUKANUBA IS A TRADEMARK OF MARS, INC. EXCEPT IN EUROPE
HEALTH. OUR PURPOSE. OUR IMPACT
| 2021 DEMAND PRIORITIES
STRATEGIES 2021 OUTCOMES 2021 ACTIVITIES
Brand & Media Guidelines ***
BUILD A SUPER- Drive Distinctive Brands, Intelligent Reach and Personalized Health SOL Campaign/Assets ***
PREMIUM BRAND Recommendations Content : SOL, Care & Sensitivities, Breed, Health Obsession **
EXPERIENCE
Step-Change START OF LIFE Penetration Start of Life Category Foundations
Foster Partner Super Premium Execution Perfect Store
Perfect PRO *** Perfect Clinic ***
& Perfect Digital Store ***
Weight Management Activation ***
Accelerate Eradication of Obesity / Clarify Vet Portfolio
INNOVATE FOR HIGHLY Health Management RVP **
CRITICAL MOMENTS Increase Feline Core Penetration FHN Dry & Wet ***
Drive Penetration & Premiumization of EUKANUBA® EUK Performance EUK Performance
& Functional Complements ** & Functional Complements **
Promote Sustainable Breeding Genetics **
Re-ignite the Recommendation Model at START OF LIFE Recharged Fundamentals ***
GROW AN OMNICHANNEL
SCIENCE HN CATEGORY Unlock Category Growth Category Launch *** Category Vision ** TYCTTV / Category Vision **
Enhance Customer Experience Digital Platforms: Hub [RC & EUK] , B2B Webshop, Mars Pulse, My Account, Knowledge
DEVELOP D2C / B2B Develop Services / D2C in the Service of our Partners PRO Services – Royal Start *** SPT driven D2C * Royal Canin Individualis **
PLATFORMS Increase Nutrition Recommendation Vet Services - Smart Reco ***
RECOVER Execute POST COVID Market Strategy Plans in Co-Creation ***
COPYRIGHT MARS, INC. CONFIDENTIAL – INTERNAL USE ONLY. EUKANUBA IS A TRADEMARK OF MARS, INC. EXCEPT IN EUROPE
*** Mandatory **Selective Deployment *Test & LearnAPPENDIX 22/05/2020 COPYRIGHT MARS, INC. CONFIDENTIAL – INTERNAL USE ONLY. EUKANUBA IS A TRADEMARK OF MARS, INC. EXCEPT IN EUROPE 5
APPENDIX:
BRANDS THAT SPEND THROUGH TOUGH PERIODS RECOVER FASTER
People’s behaviour towards all aspects of life is
shifting quickly and our approach will have to
follow suit. This will inevitably mean changes to
our media plans across the segments.
While we do this, we should also keep in mind the
long-term implications of the changes we make,
especially as markets emerge from acute
outbreak and into recovery.
Media’s contribution to long-term sales should be
balanced with the short-term shifts in purchase
behaviour that we expect.
SOURCE: MCMI; Gain Theory; Ehrenberg Bass
COPYRIGHT MARS, INC. CONFIDENTIAL – INTERNAL USE ONLY. EUKANUBA IS A TRADEMARK OF MARS, INC. EXCEPT IN EUROPEAPPENDIX:
SOURCES & FURTHER READING
WPP GLOBAL RESPONSE TO COVID-19
GROUPM EMEA RESPONSE TO COVID-19
GROUPMW CHINA RESPONSE TO COVID-19
EHRENBERG BASS: WHAT HAPPENS TO
SALES WHEN BRANDS STOP ADVERTISING
META ANALYSIS:
ADVERTISING DURING A RECESSION
MW INCONVENIENT TRUTH
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