Mistakes of marketers: huge failures of famous brands. Accenture and Cancer will select the best marketers in the country The best marketers in the world
On February 15, the advertising industry found out which marketers are at the top. The awards ceremony for the winners of the National Business Communications Award took place in Moscow at the Alexander Gradsky Theater “Gradsky Hall”. 300 participants, 31 winners, 4 grand prix, 4 special nominations. The country's strongest professionals received awards for the most effective marketing practices.
The venue brought together over 500 guests. Alexey Kovylov (AKAR), Alexander and Karina Oganjanyan (TWIGA), Elena Reshetova (AGT), Vladimir Evstafiev (IMA-press), Vladilen Sitnikov (Possible Group), Gavriil Gordeev (TNT4), Igor Kirikchi (BBDO Group), Vladimir Filippov (Russian Academy of Advertising) and other leading representatives of the largest advertising and media agencies, brands and companies, top managers and media attended the event to congratulate the laureates on their victory in the main categories: “Best Marketing Director”, “Best Marketing Strategy”, “Best Marketing Campaign” and in special categories: Trendsetter, Innovation, “Breakthrough of the Year”, “Social Responsibility”.
The solemn atmosphere of the Ceremony was marked by a welcome-drink, a buffet reception and a concert by the Alexander Gradsky Theater Orchestra with the participation of the stars of the show “The Voice”.
Valentin Smolyakov, General Director of the National Business Communications Award: “Today, the effectiveness of marketing communications is one of the most popular stories on Russian market. Advertisers take their investment seriously, and we, as an industry organization, are committed to ensuring that the industry broadcasts only the best tools and capabilities. The award brought together the entire spectrum of Russian marketing, and its winners presented large-scale, serious projects that attracted the attention of international companies.”
Participants in the Award were Gazpromneft, Condé Nast, Nestle, PepsiCo, Johnson & Johnson, Burger King, Ingosstrakh, Gorn Development, Megafon, MTS, Star of the Capital, LVMH, Rolf, Rostelecom, IKEA, Clarins and others top companies from 27 industries, from FMCG to heavy industry.
The Grand Prix winners were: “Best Marketing Director”: Daria Kotova, Garage Museum of Contemporary Art; “Best Marketing Campaign”: DOSTAEVSKY, GRANAT-Communications; “Best Marketing Strategy”: Johnson&Johnson, Nicorette; Grand Prix of the Russian Academy of Advertising: FC Spartak, TWIGA Communication Group.
Mina Khachatryan, Strategic Marketing Director of TPH "Rusklimat", laureate of the Prize: "Rusklimat" promotes its own trade marks, two of which were presented at the Awards in the categories: “Best Marketing Strategy” (Ballu brand) and “Best Marketing Campaign” (Royal Thermo brand). Both brands received first place in the category “Goods for home and country life, household appliances and electronics for home and office.” By submitting an application for the NPBC in the IT field, I wanted to convey the key idea that today the effectiveness and efficiency of marketing is largely determined by deep integration with IT, HR and finance. It is this kind of interaction that makes it successful. Marketing is not only the management of pricing, assortment policy, supply chain and promotion, it is also the management of human and time capital, motivation and development of personnel, and proper administration.”
Yulia Zaripova, head of the marketing communications department of M.Video, winner of the Award: “M.Video is a long-term market leader in its category with a 25-year history of success, a recognizable brand and a large share of regular loyal customers. Despite its confident leadership, the company is constantly looking for new growth points and new audiences. It is important for us to preserve the key component of brand perception, but at the same time make it relevant to a young audience. The key marketing communications tool for solving this problem was the m_mobile project.”
The award was held under the auspices of the Association of Communication Agencies of Russia (ACAR) in several stages: collection of applications (until the end of 2017); closed meetings of the Expert Council for online and offline voting, as well as a meeting of the Grand Prix competition, which also determined the winners of special nominations.
The jury included more than 100 major players in the business, media and advertising industries, including: Sergey Piskarev (NRA), Alexander Mitroshenkov (TMK), Nikolay Uskov (Forbes). Snezhana Chernogortseva (Megafon), Mikhail Berger (RUMEDIA), Andrey Milekhin (ROMIR), Olga Barskaya (OMD OM).
In their work, experts used statistical data on media placements from a strategic research partner, Mediascope.
The winners were determined according to evaluation criteria specially developed by the international consulting company Accenture.
Violeta Rodionova, Accenture: “We consider the Award a very important project that allows us to develop and maintain high industrial standards, as well as ensure widespread recognition of the professionalism of marketing specialists, companies and agencies. This year there were approximately 300 applications, indicating great interest in the award. There were many examples of participants delivering excellent business results, and the ability to answer application questions accurately and concisely is as impressive as the results themselves. Another important point– an attempt to highlight the efforts of specialists and evaluate the contribution of the budget. The award is a useful experience, and we recommend companies to participate in the project next year.”
The award was supported by the Chamber of Commerce and Industry of the Russian Federation, AKMR, RAMU, IAB Russia, RAEC, GIPP, Guild of Marketers, EMG, Independent Media, Esquire, Cossa, Repa, Copy General, Cabinet Lounge, De`Longhi, PepsiCo, Star of the Capital, Artox Media, Merci (Storck), Flowers_From_Msc.
ACMG|Forbes acted as the strategic communication partner; general information partner - Kommersant; general sports partner – “Sport-Express”; general television partner - MIR; general video partner - First Media Group; general radio partner – “GPM-radio”. The General Information Agency was presented by Interfax.
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Energy drink Red Bull
When the drink was introduced to the wider market, its main competitors were Coca-Cola and Pepsi. Everyone had the same concept: they toned and stimulated.
Then Dietrich Mateschitz took a risky step: he artificially increased the price by 2 times compared to competitors, reduced the volume of containers shaped like a battery, and began placing cans in stores not in the beverage departments, but in any others.
Taxi Mike
A striking example of incredibly simple and effective marketing is the promotion of the Canadian taxi Mike. Instead of publishing brochures about himself, Mike publishes real guides to cafes, bars and other establishments of the city. That is, to all those entertainment places that Mike will help you get to.
HBO television channel
HBO's marketing campaign for Game of Thrones Season 3 was thoughtful, consistent, and ambitious. The main theme of the new season was the large shadow of a dragon, which caught people's eyes over and over again. First on the covers of magazines, then on the pages of newspapers, it was even projected onto buildings, creating a sense of the reality of what was happening. Thus, it was simply impossible not to think about the dragon and not wait for the release of the new season.
Marlboro cigarettes
The whole point was that consumers pulled cigarettes out of soft packs without taking them out of their pockets, which means that others did not see the brand. Unacceptable disgrace!
Flip tops - that's what the current cigarette packs are called - had to be taken out, but new ones always attract attention.
Manufacturer of furniture and home goods IKEA
The curved paths along which you have to walk around the entire store were invented for a reason. Walking through them in this way, you see each product at least 3 times, and from different sides. Subconsciously, this increases your desire to buy the product, even if you didn’t need it in the first place.
Harley-Davidson motorcycles
The manufacturer of the most famous bikes in the world has held 1st place in the number of “branded” tattoos for decades. It all started with Harley announcing impressive discounts on bikes for those who come to buy a motorcycle with a tattoo of their logo.
Medicine Alka-Seltzer
Pampers diapers
Leading chemist-technologist at Procter & Gamble, Victor Mills, who helped his daughter care for her children, had to repeatedly pull out wet diapers from under his own grandchildren, wash and dry them. Of course, he didn’t like the process, and he wanted to somehow make his life easier. Then the idea of a disposable “diaper” came to mind. After several experiments with different materials Mills developed a new product for P&G, which they began to produce under the Pampers brand, which became a household name.
Snickers chocolate bar
First in Russia chocolate bars Snickers appeared in 1992 as a snack that replaced a full meal. Former Soviet consumer for a long time I couldn’t get used to the fact that I could have chocolate for lunch instead of soup, so I bought Snickers as a “sweet for tea.” After the BBDO Moscow agency took over the creative servicing of the brand, Snickers was already identified as a delicacy for teenagers, who for the most part love sweets and do not like soup.
Starbucks coffee shop
Not long ago, Seattle’s best, a coffee chain competing with Starbucks, appeared in the United States. She began to position herself as a “non-Starbucks”, doing everything the opposite: not the same coffee, not the same furniture, not the same music, not the same atmosphere, not the same service. The coffee shop attracted those customers who somehow didn’t like Starbucks.
And the Starbucks chain did an incredibly simple thing: it simply bought a competitor that was interfering with it. And this is a completely expected move. But after the purchase, Starbucks did not close the coffee shops. Rather, on the contrary, he began to make everything in it even more different from Starbucks, intensifying the competition between these two brands even more.
As a result, people who liked Starbucks would go to Starbucks and take money to its cash register. And those who didn’t like this coffee shop went to Seattle’s best - and also took money to the cash register... Starbucks. In this way, the company not only coped with the flow of part of its customer audience to a competitor, but also captured an additional audience of Starbucks haters that it would never have received otherwise.
Even the best marketers working for global giants can make mistakes. A selection of the most striking failures of world famous brands.
History knows not only the great successes of famous companies, which are usually discussed at trainings, described in educational literature, or referred to in practice. Failed marketing decisions are also known. Usually brands try not to remember this, but the Internet remembers everything. Knowing and remembering the costly mistakes of others can provide a useful case study for a retailer.
Hamburger "for adults" from McDonald's
The idea for the Arch Deluxe burger came from McDonald's in 1996. It consisted in creating a product only for gourmets, so it was necessary to exclude the association of a new type of burger with children. To emphasize this feature, in advertising videos for the product prepared by the chain, children refused the Arch Deluxe burger, which was too “complex” in terms of filling and taste. The project was criticized, and McDonald's itself was accused of losing contact with the consumer. The company's president, Jack Greenberg, also acknowledged this problem.
“It took us too long to develop the project and introduce the product to the market, and then it took us too long to decide whether we wanted to implement this project or not,” said the McDonald’s president. Jack Greenberg in an interview with the Financial Times later.
By some estimates, McDonald's spent over $300 million on research, production and marketing for Arch Deluxe.
Underwear from BIC
Since 1953, BIC, a disposable products company, has sold more than 100 billion ballpoint pens worldwide. It is also widely known for its lighters and razors. History is silent about what prompted its management to try their hand at the underwear segment, but the consumer did not accept the new products. It was difficult for the buyer to make the connection between the ballpoint pen, the lighter and the panties. Launched in 1998, the campaign for the production of underwear was curtailed by the beginning of 1999.
New Coke
April 23, 1985 is considered the day of the “marketing failure of the century.” At that time, Coca-Cola sales in America had been declining for 15 years, so for the first time in 99 years the company took a decisive step - to change classic recipe your drink. No one expected the ensuing reaction from society. In the United States, the “Community of American Old Coca-Cola Lovers” appeared, whose ranks attracted more than 100,000 people, and protesters began to gather in front of the office of the drink manufacturer with posters saying “Our children will never know what the feeling of real freshness is.” Even the Chairman of the Cuban State Council, Fidel Castro, did not remain silent, calling the change in the Coca-Cola recipe “a sign of the decline of America.”
During the 79 days that New Coke was on sale, the company received so much ire from consumers that the company was forced to return to the original formula, and the situation itself became a household name for the entire industry.
“We wanted to change the carbonated beverage market in the United States - and we did it, although not in the way we planned,” said then-Chairman of the Coca Cola Company Roberto Goizueta.
Another example of this brand’s mistake is considered to be Coca-Cola Life with its green label. With the word “Life” in the background and the color green representing life, the red color of classic Coca-Cola takes on an ominous appearance. The new cola appeared in 2013 in Argentina; what the future holds for the product is still unknown.
"Gourmania" from Mars
In 2004, the American food company Mars decided to try its luck in the CIS market with the help of soup instant cooking"Gourmania". The investments alone in the specially built plant in Lukhovitsy amounted to more than $10 million. But it turned out that the Mivina era had already passed and in 2009 the company was finally folded. marketers' mistakes
Cocaine
They tried to launch an energy drink with that name in the United States. It was positioned as the most powerful means for vivacity and recharging. To do this, the manufacturers not only took a catchy name, but also filled the drink with 3.5 times more caffeine than in classic Red Bull. In 2007, sales of Cocaine were stopped, and the product itself was withdrawn from retail chains. US government regulators did not appreciate this positioning. However, the drink can still be found in some online stores - the brand has gone underground. marketers' mistakes
Facebook Phone marketers' mistakes
Even before the appearance of the first mobile device from Facebook in 2013, opinion polls showed that only 3% of respondents were waiting for a gadget from the largest social network in the world. Subsequently, due to catastrophically low demand, the operator AT&T, which sold the devices, had to reduce the price of HTC First, called Facebook Phone, from $99 to 99 cents. In 2016, the project was canceled. You can still find a review of it among other products on the e-catalog, but the gadget is no longer listed for sale.
However, similar failures also occurred among other well-known companies that wanted to take a place in the mobile manufacturers market. For example, in 2014, Amazon's Fire Phone failed miserably.
20.12.2016 09:00
December is not only corporate parties, gifts and treats, but also a time to sum up the results of the year. We asked the chief marketers of banks and companies what they remembered most.
Mikhail Zurov,
Director of the Strategic Marketing Department at Otkritie Bank
Which promotion channels performed well in 2016?
From the point of view of sales promotion, federal campaigns have traditionally been effective - on TV and on the Internet using performance marketing. Outdoor advertising, especially in Moscow, as well as press placements worked well for the image.
Name your team's most striking marketing project.
Federal image campaign involving guest hockey star Alexander Ovechkin. I would like to note the integrated nature of the campaign - it was not just a one-time “reset” of the TV budget. The Ovechkin theme is widely used in the bank throughout the year in BTL (indirect advertising) and regional activities.
Will the strategy change in 2017?
It's hard to say now. We closely monitor changes in the market and macroeconomics and promptly take them into account in our work.
What business event was the most useful for you?
You can find something valuable in each, the main thing is to listen carefully.
Do you remember the marketing moves of other companies?
From positive impressions - a promotion with stickies from the Dixie store. Among the negative ones is the advertising campaign of the Zilart residential complex.
Where do marketers most often find new knowledge?
No one will ever give you ready-made recipes. It is important to have an established channel of communication with the consumer - both current and potential. At the bank, we actively use tools such as online forums, which are accessible by marketing, product, risk, and IT departments. Discussion of various topics, not necessarily related to the bank’s services, allows us to obtain high-quality insights about our consumers and use them in developing products, building communications, and improving customer service. Traditionally, conferences organized by international payment systems are also useful. The opportunity to get acquainted with the best world practices is always important.
The Association of Communication Agencies of Russia and the largest international professional services company Accenture have entered into a partnership agreement: Accenture will develop criteria for evaluating nominees for the National Business Communications Award. For the first time in Russia, a fundamental examination of the work done by marketing professionals from all over the country will be carried out.
The winners will be determined in several stages. Until October 31 on the website www.grandawards.ru candidates can submit applications in the personal category “Best Marketing Director” and corporate categories: “Best Marketing Strategy” and “Best Marketing Campaign”.
From November 7 to November 11, nominees will be determined, from among whom experts will form a shortlist. The Expert Council will include: owners of the largest brands, leading marketing directors, representatives of government agencies and the media. The last, main stage will take place from November 28 to 31. Grand Prix winners will be selected from the first place winners in each category. Their names will be announced on December 7 at the awards ceremony in Congress park Radisson Royal Hotel Moscow.
On October 15, a working meeting between the directorate of the National Business Communications Award and Accenture took place. It adopted the algorithm of work of the Expert Council and the criteria for evaluating nominees.
Senior manager of the consulting company Accenture, Violetta Rodionova, says: “The main role will be played by the implementation of performance indicators: achieving the main goal and related objectives of the business, brand and media. Since the Prize is important for practices that develop the industry, the scale of the work done and the profitability of new ideas and technologies involved will be taken into account.”.
For the personal nomination “Best Marketing Director”, 9 evaluation parameters have been developed, for corporate ones: “Best Marketing Strategy” and “Best Marketing Campaign” - 15 points.
Criteria for evaluating nominees for the National Business Communications Award
| "Best Marketing Director" | "Best Marketing Strategy" and "Best Marketing Campaign" |
| 1. Solving the main problem; 2. Achievements in other performance indicators; 3. Using data to validate results; 4. ROI analysis; 5. Dynamics of changes in “brand health”; 6. Formation of long-term relationships with clients; 7. Use of innovative solutions; 8. Application of technological solutions; 9. Implementation of other solutions to achieve results. |
1. Clear formulation of the idea; 2. Validity of the key performance parameter; 3. Setting KPIs; 4. Integration in the media; 5. Justification of the media mix; 6. Innovation; 7. Technologies; 8. The scale of target audience coverage; 9. Achievement of key performance indicator; 10. Fulfillment of set goals; 11. ROI analysis; 12. Profitability of new ideas and technologies; 13. Depth of analysis of results; 14. Measuring the communication channels used; 15. Analysis of additional efficiency parameters. |
The National Business Communications Award will cover 27 sectors of the economy: from FMCG to industry. Candidates can be representatives of small, medium-sized businesses and large enterprises. It is important that the evaluation of nominees will not be comparative between companies. Each participant will be reviewed individually for their own dynamics and development - how effectively the company or professional has dealt with strategic challenges in the context of the industry, market, competitors and customers.
Violetta Rodionova, notes: « Experts should pay special attention to four key indicators: sales growth and return on investment, the quality of “brand health”, advertising campaign or strategy, and work with consumers. To ensure an objective selection of winners, we assigned a certain number of points to each parameter, the highest for sales growth and efficiency. Moreover, in conditions of heterogeneity of participants important role The assessment will be influenced by the scope and clarity of the company’s goals, actions and results formulated in the application.».
To date, more than 180 nominees from all over the country have already registered for the Award: Moscow, St. Petersburg, Krasnodar, Kemerovo, Khabarovsk, Sochi, Samara, Rostov and Krasnoyarsk, etc.
The result of the Business Communications Award will be the first independent register of effective marketing practices in Russia, which will be published in the business publication Kommersant.
Detailed information and conditions of participation are on the official website www.grandawards.ru and in the Facebook group
