opti Konzeption 2015

A CLEAR VIEW
ON THE TARGET GROUP.
Rodenstock & sky
Berlin, 5 June 2015
Kilian Manninger, Head of Communications, Rodenstock Group
THE RODENSTOCK
GROUP.
FACTS & FIGURES.
Leading designer, manufacturer and supplier of
optical lenses, ophthalmic frames and sunglasses.
Only company worldwide offering the combination of
lenses and eyewear.
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Branch:
Optical industry
Market position:
Lenses #4
Sales:
€408 m
Employees:
4,500
Distribution:
85 countries
PHILOSOPHY.
» Defective sight is not a disease and
can be overcome when the
system of vision is fully understood «
JOSEF RODENSTOCK
1877
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HISTORY.
First consumer goods brand in optical industry.
Innovation leader for lenses and frames technologies made in Germany for more than a century.
1877
1880
1959
Foundation
First
Patent for
advertising
diaphragma campaign in
spectacles industry
1968
Invention
of selftinting
lenses
1970
Pioneer
of
plastic
lenses
1981
1996
1998
2003
Breakthrough:
progressive
lenses
Invention
of reading
spectacles
ProRead®
Awarded
50th frame
design
prize
Ti-Lite, the
lightest
EyeLT
frame on the 100%
market
vision
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2011
2013
Launch of
two new
Rodenstock
eyewear
collections
THE “SYSTEM OF BETTER VISION”.
Only Rodenstock offers a perfect symbiosis of high-precision lenses and timelessly elegant frames in a one-of-a-kind
“System of Better Vision”.
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EYEWEAR.
• The perfect spectacles with the
perfect fit
• More that 135 years of experience
• Design, engineering and quality
testing in Germany
• An average of 135 perfectly
matched production steps per
model; 85% of them
are performed manually
• Exclusive use of premium materials
such as super-light titanium, finest
Italian acetate, high tech polyamide
and modern stainless steel
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BRAND HERITAGE.
• Registered in 1887
• First to run a newspaper advertisement
in 1913
• First optical brand to leverage testimonials
in 1959
• Effie Award for communication in 1998
• High profile image amongst opticians
around the world
• Awarded “German Brand of the Century”
and “Major German Brand”
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BRAND COMMUNICATION.
AN EFFICIENT MEDIA STRATEGY IS KEY.
MEDIA OUTSPEND OF RETAILERS
BRAND AWARENESS UNDER PRESSURE
Source: Mediacom based on Nielsen, 12/14
Source: Rodenstock online survey for consumers in DE, July 2014, 14-65 years, n=1000
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OUR CONSUMER TARGET REQUIRES A SMART COMMUNICATION APPROACH.
Population > 14y
70 Mill. (100%)
Wearing glasses & contact lenses
36 Mill. (51%)
•
Relatively narrow target
•
Low purchase frequency ( every 2-3 years)
•
In general highly involved purchasing desicions
EFFICIENCY =
Quality Seeker
9 Mill. (13%)
 No broad mass media advertising
 Targeted approach
Quality Seeker
> 39y
HHNI > 3.000 €
2.4 Mill. (3%)
Source: Rodenstock & mediaplus analysis Germany
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OUR CONSUMER COMMUNICATION MODEL.
Consumer
process
Communication
channels
AWARENESS
IMAGE
DESIRE
TV
ACTION
OPTICIAN
• Boost awareness regularly
• Targeted approach
• Efficient special formats
ONLINE
• Complementary to optician
• Ability to educate & inform
• (Sales) performance oriented
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CONFIRMATION
TV-SPONSORING PROVEN SUCCESSFUL FOR RODENSTOCK.
Unaided brand awareness
Rodenstock (after)*
Rodenstock (before)*
42%
24%
Fielmann
29%
Apollo
Ray Ban
* n-tv TV-Sponsoring October vs. pre-period
Source: IP Deutschland, n= 358; target n-tv viewers
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26%
20%
CHOICE OF THE RIGHT CHANNELS AND ENVIRONMENTS.
TV CHANNELS
ENVIRONMENTS
Affinity index vs. rep
Affinity index vs. rep
190
170
160
170
sky
150
150
130
110
90 0
70
50
Golf
arte
n-tv
3sat
N24
140
130
Sport1
10
Phoenix
VOX
Super RTL
20
Pro7
30
ZDF40
RTL
ARD 50
60
120
110
SAT1
Kabel1 3. Programme
RTLII
100
90
30
10
Reach in % of rep.
80
Target Group: Wearer of glasses and contact lenses, 40y+, HHNI 3.5k€+
Source: Typologie der Wünsche 2013 (Germany)
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Talkshows
Magazine &
Ratgeber Auto
Wintersport
Magazine & Ratgeber Reisen
Comedy
Motorsport
Magazine &Ratgeber Natur
Sportmagazine
Spielfilm SciFi/Fantasy
Boxen
Dt. Familienserien
Spielfilm Action & Thriller
Nachrichten
Deutsche Krimis
Lokalnachrichten
Wtter
Gameshows
Shows allgemein
Reach in % of rep.
SKY: PERFECT STRATEGIC FIT.
1. Target group overlap
2. Premium brand
3. „Sharp vision“ theme
4. Media efficiency
5. Innovation
SKY USERS: A PARTICULARLY INTERESTING TARGET.
Early adopters
Premium purchasers
Opinion leaders
Brand adicts
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TWO COMPANIES – ONE THEME.
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RODENSTOCK & SKY 2015.
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Movie-Sponsoring „Film der Woche“
sky cinema HD, 24, +1
Movie-Sponsoring „Samstagsfilm“
sky cinema HD, 24, +1
Sep
Oct
Nov
Trailer-Sponsoring „SKY HD Fiction“
Live Frames
1. Bundesliga
Live Frames
1. Bundesliga
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Dec
EXTENSION OF TRAILER INTO SKY ANYTIME.
•
Extension of reach
•
Younger target
•
Innovative format
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SKY BUNDESLIGA: NO.1 SPORTS ENVIRONMENT.
No.1 for soccer
Strong viewer growth
Top market share Saturday afternoon
Highest reach (> „Die Sportschau“)
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A SUCCESSFUL PARTNERSHIP – WHAT‘S NEXT?
+
+
STAY TUNED!
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THANK YOU!