early part of WAWAM! the nestle give-me-a-name internet contest was a favorite topic. they eventually chose the name SCRAMBELICIOUS and on april 15, 2008 when they announced the winner of the name, they said they will launch the brand in a few week's time. it's already end july, now a few months after the announcement of the winner and the product is yet to be seen in supermarkets. wonder what happened to it?
view the discussions here:
http://the-wawam-file.blogspot.com/search/label/scrambelicious%20ice%20cream
http://the-wawam-file.blogspot.com/search/label/nestle%20give-me-a-name
nestle's give-me-a-name website: http://givemeaname.ph/win/index.php
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Showing posts with label scrambelicious ice cream. Show all posts
Showing posts with label scrambelicious ice cream. Show all posts
Saturday, July 26, 2008
Wednesday, April 16, 2008
marketing dilemma : scrambelicious vs trio
with the impending launch of the lower priced "scrambelicious", what ad will nestle go with for this brand? with its much lower pricing versus trio, scrambelicious will obviously be targeted against a broader socio-eco market, wider to include broad C and perhaps middle and upper D. this will need an ad that will appeal to the broader/lower socio-eco class.
but, they already have sharon cuneta for trio?! now, that can be a pain! sharon could have been perfect for scrambelicious. and certainly a kurot-sa-puso approach using the mega-star and mega-baby could have been a perfect fit for scrambelicious!
ok, ok, the brand name scrambelicious is certainly not appropriate for any kind of emotional or kurot-sa-puso ad, but there's gotta be a way to do it without turning the audience into neurotics. if not emotional, what about humor or the two megas singing to dial up cuteness and kilig factor? oh well, if it's the two of them, i still say it ought to be kurot-sa-puso.
the nestle ice cream marketing department is actually facing a brand portfolio issue with these two brands that have the same product characteristic of 3 flavors in one tub. the biggest issue will be the risk of canibalization. consumers will naturally compare scrambelicious and trio with each other because they have the same product concept. trio users will be most susceptible to that comparison.
unfortunately, with the significant pricing disparity between the two, scrambelicious being lower priced has the clear advantage. and when scrambelicious, a much lower priced and therefore generating lower margins and profits for nestle cannibalizes the market share of trio, a higher priced and with higher margins and profits, nestle will surely feel sorry they ever launched scrambelicious.
i am sure nestle has thought about cannibalization and what impact scrambelicious will have on the ice cream category profits. or did they?
i think the price difference between the two is too big to ignore for consumers. scrambelicious' retail price is 46% lower than trio's (based on the price printed on the lids of the tubs). if i am right in saying that the appeal of a 3-flavored ice cream is mainly value-for-money, then scrambelicious with its much lower pricing will be seen as giving the best value for money between the two. it's not only superior value for money that will be scrambelicious' strength, it will also be superior cash outlay. if i am right on those, scrambelicious will definitely kill trio in less than 2 years.
in the philippine market, value-for-money and in this case also superior cash outlay trumps celebrity endorsers, even if its the mega-star and the mega-baby.
not only will nestle face problems with consumers, they in fact might face problems even sooner - with their distributors and retailers. their distributors and retailers like supermarkets and groceries will be very reluctant to carry a lot of trio once scrambelicious is launched into the market. supermarket and grocery owners know that low price and good value for money sell better with consumers. they will feel that trio will decline in market share and will be taken over by scrambelicious. if they think that, they will certainly reduce their inventory and sales orders of trio in favor of scrambelicious.
sure, the product managers will argue that the flavors in each product are all different from the other and therefore can justify the difference in pricing. but that's like asking consumers to read the fine print, they will gloss that over. and the same way that low pricing and value for money trumps celebrity endorsers, the same two things will trump flavor differences.
does it sound like this wasn't properly thought through by nestle? oh, yah, i did say that already.
given this interesting portfolio issue, brand positioning will be most key. getting that very clear for each will be the driver for differentiating the brands and therefore giving consumers a reason to buy both, not just one over the other. good strategic thinking and applied across all marketing components will be most key. they need to do this for each of the brand and the whole category.
there are solutions to these issues, of course, but that's for another long discussion.
but, they already have sharon cuneta for trio?! now, that can be a pain! sharon could have been perfect for scrambelicious. and certainly a kurot-sa-puso approach using the mega-star and mega-baby could have been a perfect fit for scrambelicious!
ok, ok, the brand name scrambelicious is certainly not appropriate for any kind of emotional or kurot-sa-puso ad, but there's gotta be a way to do it without turning the audience into neurotics. if not emotional, what about humor or the two megas singing to dial up cuteness and kilig factor? oh well, if it's the two of them, i still say it ought to be kurot-sa-puso.
the nestle ice cream marketing department is actually facing a brand portfolio issue with these two brands that have the same product characteristic of 3 flavors in one tub. the biggest issue will be the risk of canibalization. consumers will naturally compare scrambelicious and trio with each other because they have the same product concept. trio users will be most susceptible to that comparison.
unfortunately, with the significant pricing disparity between the two, scrambelicious being lower priced has the clear advantage. and when scrambelicious, a much lower priced and therefore generating lower margins and profits for nestle cannibalizes the market share of trio, a higher priced and with higher margins and profits, nestle will surely feel sorry they ever launched scrambelicious.
i am sure nestle has thought about cannibalization and what impact scrambelicious will have on the ice cream category profits. or did they?
i think the price difference between the two is too big to ignore for consumers. scrambelicious' retail price is 46% lower than trio's (based on the price printed on the lids of the tubs). if i am right in saying that the appeal of a 3-flavored ice cream is mainly value-for-money, then scrambelicious with its much lower pricing will be seen as giving the best value for money between the two. it's not only superior value for money that will be scrambelicious' strength, it will also be superior cash outlay. if i am right on those, scrambelicious will definitely kill trio in less than 2 years.
in the philippine market, value-for-money and in this case also superior cash outlay trumps celebrity endorsers, even if its the mega-star and the mega-baby.not only will nestle face problems with consumers, they in fact might face problems even sooner - with their distributors and retailers. their distributors and retailers like supermarkets and groceries will be very reluctant to carry a lot of trio once scrambelicious is launched into the market. supermarket and grocery owners know that low price and good value for money sell better with consumers. they will feel that trio will decline in market share and will be taken over by scrambelicious. if they think that, they will certainly reduce their inventory and sales orders of trio in favor of scrambelicious.
sure, the product managers will argue that the flavors in each product are all different from the other and therefore can justify the difference in pricing. but that's like asking consumers to read the fine print, they will gloss that over. and the same way that low pricing and value for money trumps celebrity endorsers, the same two things will trump flavor differences.
does it sound like this wasn't properly thought through by nestle? oh, yah, i did say that already.
given this interesting portfolio issue, brand positioning will be most key. getting that very clear for each will be the driver for differentiating the brands and therefore giving consumers a reason to buy both, not just one over the other. good strategic thinking and applied across all marketing components will be most key. they need to do this for each of the brand and the whole category.
there are solutions to these issues, of course, but that's for another long discussion.
Tuesday, April 15, 2008
SCRAMBELICIOUS is the nestle give-me-a-name winner
yup, that's what the nestle website says. SCRAMBELICIOUS is a name submitted by a Ms. Analyn Bojos. congratulations to miss bojos!
nestle chose the simple, no frills route in announcing the winner. just posted the winning name and the name of the author. no apologies. not defensive. and finally they learned, no drum-beating true or the false kind ("hundreds of thousands of entries", remember that? hahaha). this is a good move on the part nestle! finally, they learned?
scrambelicious as the winning name confirms that contrary to the impression the website gave, number of votes did not determine the winner. urflower's "taste of summer" didn't win and so it could mean a college girl from an exclusive girls school might decide to sell her body for money. the author of the name "tropical burst" now has to dispose the 100+ email addresses he got for the contest. or maybe look for another contest to join?
is scrambelicious a good name for an ice cream?
it's a play between two words "scramble" and "delicious". scramble most likely refers to the three flavors, a scramble or a mix of three flavors. it's filipinized english. also, there's an ice desert that's sold by street vendors called "scramble". so maybe its playing up on that idea. but the question is - will consumers "scramble" the ice cream when they eat it, as in scoop the three flavors and put it in their mouths all at the same time?
it's too playful and unserious a name for an ice cream. but that's not surprising considering that nestle already has an ice cream brand called "trio". it's a name that you know will not be a classic brand.
we will have to see the advertising support nestle will give this brand.
nestle chose the simple, no frills route in announcing the winner. just posted the winning name and the name of the author. no apologies. not defensive. and finally they learned, no drum-beating true or the false kind ("hundreds of thousands of entries", remember that? hahaha). this is a good move on the part nestle! finally, they learned?
scrambelicious as the winning name confirms that contrary to the impression the website gave, number of votes did not determine the winner. urflower's "taste of summer" didn't win and so it could mean a college girl from an exclusive girls school might decide to sell her body for money. the author of the name "tropical burst" now has to dispose the 100+ email addresses he got for the contest. or maybe look for another contest to join?
is scrambelicious a good name for an ice cream?
it's a play between two words "scramble" and "delicious". scramble most likely refers to the three flavors, a scramble or a mix of three flavors. it's filipinized english. also, there's an ice desert that's sold by street vendors called "scramble". so maybe its playing up on that idea. but the question is - will consumers "scramble" the ice cream when they eat it, as in scoop the three flavors and put it in their mouths all at the same time?
it's too playful and unserious a name for an ice cream. but that's not surprising considering that nestle already has an ice cream brand called "trio". it's a name that you know will not be a classic brand.
we will have to see the advertising support nestle will give this brand.
today, nestle will announce the winning entry
nestle apparently had a change of heart and announced in their website a few days ago that they will "exclusively" announce the winning name in their website today. previous statements in the website did not promise an announcement in the website, instead it just asked visitors to watch out for the product's launch in the coming weeks. this annoucement today is good, we will have closure! hahaha.
these were supposed to be the criteria and mechanics nestle used in choosing the winning name :
they actually did not follow the stated mechanics of choosing 30 entries weekly. they did not do that because they probably did not get 30 new entries every week, probably got much less than 30 entries. although of course, in the latest statement in the website, they claim they received "hundreds of thousands" of entries. hahaha. yeah, right!
they also said the following will be used as the crtieria for choosing the final winner. they had asked website visitors to look at the entries using these as criteria, either to vote or give comments on.
so, today, we will know the following :
these were supposed to be the criteria and mechanics nestle used in choosing the winning name :
c. All 30 weekly entries shall be evaluated on the basis of the following criteria: i. Originality. ii. Suitability for use as a brand name. iii. Absence of prior registration at the Philippine Intellectual Property Office. iv. Non-use by any company or person. v. Conformity with branding regulations of the BFAD or any other responsible agency.
they actually did not follow the stated mechanics of choosing 30 entries weekly. they did not do that because they probably did not get 30 new entries every week, probably got much less than 30 entries. although of course, in the latest statement in the website, they claim they received "hundreds of thousands" of entries. hahaha. yeah, right!
they also said the following will be used as the crtieria for choosing the final winner. they had asked website visitors to look at the entries using these as criteria, either to vote or give comments on.
- creativity : 40%
- suitability of the name to the Product Concept : 30%
- appetite appeal : 30%
so, today, we will know the following :
- when they announce the winner, we will know how they define the criteria that they have set
- we will know if what has been posted here is corect - votes of website visitors don't count. contrary to the impression the website gave, the entry that got the most number of votes is not necessarily the winner. this will be confirmed today.
- that means urflower's "taste of summer", the entry that got the most number of votes within the "promo" period will not be declared the winner. if "taste of summer" is not declared the winner, will urflower, a declared college student from an exclusive girl's school, go into prostitution and sell sex for money?
- that also means "tropical burst" will not be declared the winner. this entry got 1.400+ votes after the promo period until the website was closed on the single gallant effort by it's author who got for himself 100+ email addresses to get this entry to get that number of votes. posters in the website pointed out that gatorade and kool aid have brands that already use "tropical burst" which means nestle should have disqualified this name based on the criteria they have set for choosing the 30 weekly entries (above, 2nd paragraph). will nestle declare this as winner when this has gotten so many negative comments in the website and is already being used by 2 companies?
- will they declare 'scrambelicious' as the winner, based on the email send by nestle to deathnote? as far as anyone can remember, 'scrambelicious' did not get any vote in the website. some even doubt if it was in the list. we do know 'scramble' was mentioned in their tv ad.
- will nestle give a spiel on why they chose 'scrambelicious' as the winner?
- or, my worst fear and that of 'anonymous' - will nestle declare a different winning entry today aside from 'scrambelicious'? and as anonymous have posted here in WAWAM!, that will be an all time low for nestle! hahaha
- in their announcement, will nestle 'make nice' (as the song goes) and placate the dozens, hundreds even (but please, NOT 'hundreds of thousands') of website visitors and authors of entries submitted? the announcement on the april 15 date they had in their website i thought was very defensive and apologetic. nestle seem to know they had disappointed their target audience and the visitors to the website with their effort. they probably realize it was very much ill-conceived, not thought through and plainly incompetent. will their announcement today somehow try to 'make nice' to regain some goodwill? or will they just ignore that and have a celebratory tone? or will it still be apologetic and defensive?
- or...... will nestle not announce the winner today, as declared?
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