Santa
Marketing evaluation 2015
(read through the deck and then enter the draw on the last slide)
SANTA | MARKETING EVALUATION | 2.12.2015
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AGENDA
›Project overview
›Understanding Santa
›Competitor analysis
›Insight
›Pen portraits
›Swot analysis
›Brand wheel
›Marketing objectives
›Developing the Santa brand
›Addressing barriers to believing
›Brand integrity
›PR
›Modernising Santa
›Summary
SANTA | MARKETING EVALUATION | 2.12.2015
PROJECT OVERVIEW
Thank you Santa Claus for inviting Denvir to review your
marketing for 2015 and make recommendations to support
your on-going awareness strategy
This project will:
›Review the market including current landscape, competitors
and consumers
›Define best practices to ensure consistency of the Santa brand
›Make recommendations to increase Santa’s popularity
and believability
›Modernise and bring Santa’s communications into the digital age
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SANTA | MARKETING EVALUATION | 2.12.2015
UNDERSTANDING
SANTA
›Santa, also known as Santa Claus, Saint
Nicholas, Saint Nick, Father Christmas,
Kris Kringle and Santy
›Santa brings gifts to the homes of the nice
children on 24 December
›Santa is universally recognised (and
trademarked) as a portly, joyous, whitebearded man (sometimes with spectacles)
›Santa carries a sack full of gifts for children
›Santa lives at the North Pole
›Santa’s catchphrase is “ho ho ho”TM
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SANTA | MARKETING EVALUATION | 2.12.2015
COMPETITORS
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SANTA | MARKETING EVALUATION | 2.12.2015
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COMPETITOR
Bigfoot
Elusive, forest dwelling humanoid
›Bigfoot, also known as ‘Sasquatch’ stands
between seven and ten feet tall
›His footprints are 17 inches long, and indicate
he weighs around 35 stone
›If you encounter Bigfoot, offering food
(ideally Kit-Kats) increases your survival
chances by 80%, whilst crying guarantees a
punch in the face
›Bigfoot can run at up to 45mph
›Rare sightings of Bigfoot
with a partner (believed
to be Mrs Bigfoot)
have been reported
Mrs Bigfoot?
SANTA | MARKETING EVALUATION | 2.12.2015
COMPETITOR
The Tooth Fairy
Nocturnal dental collector
›The Tooth Fairy resides in Neverland with
known associate Tinkerbell
›She is between one and two inches tall
›She collects children’s teeth to
create a magic powder to use as a
deterrent to hawks, her nemesis
›She gives money or ironically sweets to
children in exchange for their teeth
›This exchange can only take place if the child
has placed their teeth under their pillow, and
if the child is asleep
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SANTA | MARKETING EVALUATION | 2.12.2015
COMPETITOR
Easter Bunny
Judgemental bringer of confectionery eggs
›The Easter Bunny carries a basket full of
chocolate eggs, which he gives to children
he ‘judges’ to be ‘good’
›He places these eggs in an unknown
location, initiating what is known as the
‘Easter Egg Hunt’. Children will search
frantically for eggs, specifically the ‘golden
egg’ which may or may not exist
›The Easter Bunny lives in an underground
burrow (whereabouts unknown)
›The Easter Bunny is far larger than a
domestic rabbit, in the region of five feet tall,
and walks upright on his back legs
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SANTA | MARKETING EVALUATION | 2.12.2015
COMPETITOR
Willy Wonka
Reclusive chocolate-factory owner
›Mr Wonka has seen his star fade in recent years
as a direct result of the low-sugar diet craze
›Mr Wonka has invested in his innovation
and technology department in recent years
thanks to experimental new sweets protégé
Charlie Bucket
›Mr Wonka is currently under investigation
by British authorities for illegally importing
unregistered labourers from Loompaland,
paying them only in cocoa beans
›As the son of a dentist, Mr Wonka was long
forbidden to eat chocolate
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SANTA | MARKETING EVALUATION | 2.12.2015
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COMPETITOR MAPPING
High Popularity
Low Generosity
High Generosity
Low Popularity
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INSIGHT
NUMBER OF CHILDREN ON EARTH
This graph shows Santa’s projected customer growth.
An estimated 58%* of these children will be ‘nice’.
This equates to approx. 2133 million customers in 2025.
5000
2025 - 4263m
(Estimated)
4000
Number of children
in millions
3000
1993 - 2753m
2000
1975 - 1950m
1950 - 1250m
1000
1900 - 812m
1800 - 450m
1800
1900
2000
2100
*Source: North Poll Inc.: The Statistical Office of Myths and Nonsense (2015)
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PEN PORTRAIT
“NICE” CHILD
›Santa’s primary target audience is “nice” children
›Typically aged two and nine years old, male and
female, based worldwide
›Current present requests focus more on
technology than traditional toys and games
›Historically, children wrote paper and pen wish
lists, known as Santa Letters, sent to the North
Pole via chimneys or the postal service
›In modern times, children are confused by this
method and would prefer a quick and more
efficient digital method to send requests to Santa
SANTA | MARKETING EVALUATION | 2.12.2015
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PEN PORTRAIT
“NAUGHTY” CHILD
›Santa’s secondary target audience is “naughty”
children - the “could be” consumer group
›Naughty children receive lumps of coal rather
than presents as a punishment for bad behaviour
›However Santa is ever hopeful of converting them
to the “nice” list, hence targeting is still important
›Naughty children respond well to high impact,
distraction marketing techniques - specifically
those involving sugar sampling
›It is thought the increased reach of digital marketing
is likely to increase conversion rates to the nice list
as more children operate technology
SANTA | MARKETING EVALUATION | 2.12.2015
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SWOT ANALYSIS
STRENGTHS
WEAKNESSES
› Quick turnaround on present manufacture
› Reactive culture - elves require Santa lists to begin
present manufacture
› Well equipped facilities at North Pole
› Dedicated workforce of elves
› Magical powers allow access to households worldwide
› Santa is a popular, well liked and personable figure
in folklore
› Traditional offline communication channels are not
compatible with email or text
› Susceptible to the “political correctness police”
› Incorporated into family traditions which has allowed
brand longevity to date
OPPORTUNITIES
THREATS
› Hire of additional “support Santas” for personal
appearances and low fee parties
› Poor quality imposters (also known as ‘dads’) damaging
the brand image
› Expansion of manufacturing facilities in South
Pole to increase speed and effectiveness
of global delivery schedule
› Increasing market trend of “believers” to “non-believers”
› Global world now includes children with digital
reach and open communication channels
which erodes mystery and magic
› The Grinch
› Scrooge
SANTA | MARKETING EVALUATION | 2.12.2015
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BRAND WHEEL
gic
ma
unique
kind
omn
i
pre
s
en
t
kind
generous
hic
yc
generous
festive
generous
jolly
bel
iev
ab
le
CORE BRAND
SUPPORT
BRAND DEPTH
Santa is the embodiment
of ‘generosity’
We want to support
Santa’s generosity with
the positive values of
‘kindness’ and ‘jolliness’
These attributes add
to the overall character
of the Santa brand
ps
jolly
al
SANTA | MARKETING EVALUATION | 2.12.2015
MARKETING OBJECTIVES
The marketing objectives for Santa include:
›To clearly position Santa Claus as a market leader in the
gift-giving character market
›To build the Santa brand to ensure continued recognition
and awareness
›To increase believability in the modern age, with a focus on
digital communication and marketing
›To target non-believers and the naughty to increase
conversions to the nice list
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SANTA | MARKETING EVALUATION | 2.12.2015
DEVELOPING THE BRAND
What would we like consumers to think about Santa?
›“Santa makes Christmas for me and my family”
›“Santa rewards my good behaviour - I will behave this year”
›“Santa is friendly, warm and caring”
›“Santa is punctual and efficient”
›“Santa values all reindeer the same”
›“Santa is a fair employer which treats all elf colleagues well”
›“He is generous and always delivers presents I want”
›“Santa makes me feel special”
›“I love Santa!”
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ADDRESSING BARRIERS TO BELIEVING
What will prevent consumers
from believing in Santa?
›Rumours that Santa is not real,
spread by those on the naughty list
›The belief that a single person
would not be so generous
to so many children
›Suspicion that parents
purchase the presents rather
than Santa delivering them
›Poor quality imposters (also known
as ‘dads’) damaging the brand
image and reputation of Santa
How do we address these issues?
›Conversion of the naughty children
to the nice list to dispel rumours
›Education through PR and corporate
communications to promote Santa’s
key value of generosity and reduce
suspicion of parent involvement
›Crack down on imposters by
flooding the market with high
quality, authorised “support
Santas” - focus on quality uniform,
rosy cheeks and jolliness
SANTA | MARKETING EVALUATION | 2.12.2015
BRAND INTEGRITY
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SANTA | MARKETING EVALUATION | 2.12.2015
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BRAND INTEGRITY
TARGET WEIGHT
Santa’s weight must be closely monitored to
fit the correct expectation of ‘jolly’. However,
due to his hectic annual work schedule, Santa
must maintain a reasonable level of fitness
TOO SLIM
TOO FAT
JUST RIGHT
A thin Santa is not funny,
not cuddly and has knees
which are uncomfortable
for children to sit on
Santa must be slim enough
to squeeze down chimneys.
Santa should be cuddly. He
should maintain an optimum
weight level of ‘jolly rotundity’
A Santa who is too overweight
could be seen as a negative
role model, promoting
childhood obesity
SANTA | MARKETING EVALUATION | 2.12.2015
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BRAND INTEGRITY
FACE REDNESS
Santa’s trademark cheeks must be
appropriately rosy at all times. This simple
guide will make sure Santa’s complexion
gives the right impression
NOT RED ENOUGH
TOO RED
JUST RIGHT
If Santa’s face is too pale,
it will scare children and
create suspicion around
the widely accepted
status of his immortality
This makes Santa look angry.
Santa should maintain a
healthy complexion of ruddy
cheeks to give the desired
impression of rude health
Santa should avoid an
‘alehouse tan’ at all costs
SANTA | MARKETING EVALUATION | 2.12.2015
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BRAND INTEGRITY
Ever prepared for potential PR opportunities,
Santa’s trademark beard must be kept in good
working order to maintain brand recognition
BEARD MAINTENANCE
UNGROOMED
TOO GROOMED
PERFECTLY GROOMED
An unhygienic, unkempt beard
is not a good look for Santa.
Over-groomed beards can
appear creepy, or give a
negative impression of vanity
and self obsession. This can be
off-putting for children
A clean, natural white beard
and moustache combination,
trimmed of only the most
unruly hair is ideal
The beard must be white, and
must not smell, which would
deter children from sitting on
Santa’s knee
SANTA | MARKETING EVALUATION | 2.12.2015
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PR
PR will be key to supporting Santa in
›E
qual opportunities and corporate
2015 and the coming years - to reinforce
culture - Santa is an equal opportunities
brand messages and keep believability
employer, now accepting pixies and
high with new generations
gnomes to join the North Pole team
provided they can meet efficiency targets
Key PR themes for 2015/2016:
›S
anta IS real - non believers will be
added straight to the naughty list
›H
e sees you when you’re sleeping Santa is all knowing and you must be
well behaved at all times; note: this must
not come across as creepy
›E
xpanding markets - with increased
production capacity, Santa is expanding
into the pet gifting market
› L ap etiquette - Santa has been
challenged in recent years for allowing
children to sit on his lap. In sensitive
environments, consider use of a “Santa
stool” beside Santa for children to sit on
SANTA | MARKETING EVALUATION | 2.12.2015
PAPERLESS SANTA
THE NAUGHTY NICE APP
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Santa, rather than carrying a huge paper list
of names, can now assess whether a child
is naughty or nice whilst in the field with this
handy app
SANTA | MARKETING EVALUATION | 2.12.2015
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SANTAS LETTERS
EXISTING COMMS.
Letter by post to
the North Pole
dear
santa
Santa currently receives letters by post to
the North Pole, or by magic via domestic
chimneys. This creates the laborious task of
deciphering millions of letters written in crude,
childish handwriting
Letter up the chimney
SANTA | MARKETING EVALUATION | 2.12.2015
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SANTAS LETTERS
2015
X
Santa can take advantage of the various
digital channels available in 2015 to
make the task easier for him, and for
his tech-savvy target audience
Letter by post to
the North Pole
Skype Santa
Pinterest boards
Download the Santa’s
letter app, and
contact him directly
Videogram Santa
through YouTube
Tweet #lettertosanta
Post pictures of wanted
gifts to Instagram
dear
santa
X
Letter up the chimney
Facebook Santa
by messenger,
or on his wall
Email
SANTA | MARKETING EVALUATION | 2.12.2015
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ON PACK PROMO
Santa can target naughty children
with a discreet label attached to
their only gift (a piece of coal)
PIECE OF COAL QR CODE
A QR code lets children scan
and see videos of nice children
opening their presents on Christmas
morning. That will teach them!
joe
To:
From:
Santa
Oh dear, you’ve
been naughty.
Scan this QR Co
de to see
what all the good
children are
doing today.
Next year? Be ni
ce
.
Merry Christmas!
Would you like to win three free days of Denvir
marketing expertise for your business?*
To enter;
• What is your biggest marketing wish for 2016?
• Send Santa your top marketing wish.
• To be entered into our prize draw, and be in with a chance of winning
three free days of marketing expertise, click on the link below.
• The winner will be drawn from Santa’s sack on Wednesday 23rd December.
• Go to: http://www.denvirmarketing.com/blog/denvir-christmas-give-away/
•G
ood luck!
*Open to UK Businesses only.