EE MDO exploitation
Selena is the biggest ever Naturella news! Tier 1 initiative Will bring 348MSU incremental volume and 9.4MM$ NOS in EE Great GBU toolkit which allows us breakthrough the clutter!
Emotional bonding via feminine look
Total reach 75% both in RU / UA
= Local Top-spin Disp. share - 30% RU, 40% UA Feat. Share - 30% RU 9 POSMS â€“ 80% ACV
Print, Factories, Postnatal: coverage RU-6%, UA-18%
Search, banners, social networks, Coverage 25-30% in RU, 15-20% in UA
Direct print: coverage 45-50% in RU, 40-45% in UA. RU: up to 50 issues nationally, 30 regional UA: 35 issues
Nonstandart SP + booklet
In - store Objective: to paint stores green! POSM menu: 9 items - 80% ACV Targets WD - 97 (+2ppts.) in RU WD- 90 (+6ppts.) in UA Disp. share - 30% RU, 40% UA Feat. Share - 30% RU, Shelf share â€“ 15%
Flower distribution: Modern Trade: + 1 SKU to list on top behind upgrade Traditional Trade: Naturella Thick and Ultra in each store
Glorious shelf : Do not lose shelf behind transition. Fix Shelf via Trays Communicate superiority via Shelf decoration
Power display Decorated Naturella Pads + Liners display in every store
Drive trial - sampling Increased sampling scale twice vs. regular (2MM samples) New targeted channels:
Coverage 6% in RU and 18% in UA
New beauty samples with educational info
Immerse in Naturella world Selena is the first Naturella initiative with big Digital support!
Exploitation of locally relevant touch-pointsâ€Ś
Establish Naturella.ru Expecting up to 1MM visitors!
MBCI project Special edition of Summer booklet
Partnership with main female portals and i-media campaign 402MM impressions in EE
â€Ś and Non-standard execution
PR support The biggest ever PR support since launch! Up to 47MM impressions Educate on product change Press tour to Schwalbach Innovation Center
Emotional bonding with the brand Celebrating Day of Caress with journalists Consumer events in regions Flower platform in UA
What is the next for Selena?