Colgate Kitchen EntreesIn the Irish Market

Audrey JASPART

Overview

1. Brand

2. Creative strategy

3. Media -Innovation

4. Eyes on the prize

1. Brand

• The brand identity : Colgate

• The product: frozen ready meal

• The market of ready-meal

• The competitors analysis

1. Brand2. Creative

strategy3. M

edia - Innovation

4. Eyes on the prize

Brand Identity

“World of Oral Care”

Colgate has subcategorized its product into: 1.Oral Care Products2.Professional Oral Care 3.Personal Care (Marketed as Palmolive)

Oral Care Products

Professional Oral Care Personal Care

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4. Eyes on the prize

Brand Identity

1. Colgate Oral Care Products

Toothpaste Manual and Powered Toothbrushes

Mouth Rinses Colgate Kids Range

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Brand Identity

2. Colgate Professional Health Care Products

Colgate Markets a range of professional health care products some of which are prescription medicines like Perio Guard, Prevident and Phos-Flur

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4. Eyes on the prize

Brand Identity

3. Colgate Personal Care Products

Colgate being a subsidiary of Colgate Palmolive its Home and Personal care products are marketed by the brand name of Palmolive

The products marketed are: - Shower Gels - Bath Soaps - Liquid Hand washes - Bath Foams - A Range of men’s shaving products

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Brand Identity

Brand identity prism

Personality

Culture

Self Image

Reflection

Physique

Relationship

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4. Eyes on the prize

The product

“Colgate’s Kitchen Entrees”

Launch date: 1982

The idea: Capitalize on the popular Colgate brand to sell a new line of frozen dinners. The idea must have been that consumers would eat their Colgate meal, then brush their teeth with Colgate toothpaste.

The problem: The trouble was that for most people the name Colgate does not exactly get their taste buds tingling. This not only failed to draw customer attention, but also reduced its sales of toothpaste.

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4. Eyes on the prize

The product

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4. Eyes on the prize

Market of ready-meal

Currently, this market includes:

– Canned/Preserved Ready Meal

– Chilled Pizza

– Chilled Ready Meals

– Dinner Mixes

– Dried Ready Meals

– Frozen Pizza

– Frozen Ready Meals

– Prepared Salads

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Market of ready-meal

Markets

• Consumers:

- restrict their socialising expenditure

- spend less on going out

- purchase fewer experience products to eat at home

• 3 price groups of ready meal:

Discount, mid-range and premium

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Market of ready-meal

Consumer trends

1. More women working, loss of cooking skills

2. Demographics and household size

3. Breakdown of the family meal with more individual lifestyles

4. Income growth

See other information about the market and the environment analysis in appendices 1-2

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Competitors analysis

Direct Market CompetitorsBranded and own-brand frozen ready meals are available

Own-Brand frozen ready meals :Brand frozen ready meals :

-Sharwood’s, Green Isle Foods ,The Country Cooking, Company, Dawn Fresh Foods, Walsh Family Foods and Cappoquin Chickens, Silver Hill Foods, Capital Foods

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Competitors analysis

Direct Market Competitors : 2 examples

Bird’s Eye (Brand)Wide range of breakfast, lunch & dinner Main media:Television & Bill boardsMessaging: Its dinner time

Tesco (own brand supermarket)Good food with a low priceMain media : Television & Printing adMessaging: Every little helps

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Competitors analysis

Indirect Market Competitors

There are the competitors who have different products but the customers are same:

– Restaurant

– Fast food : burger king, subway…

– Canned/Preserved Ready Meal

– Chilled Pizza/ Chilled Ready Meals

– Dinner Mixes/ Dried Ready Meals

– Prepared Salads

See other information about competitors environment in appendix 3

2. Creative strategy

• The problem to solve

• The objectives

• The target

• The positioning

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Problem to solve

How promote the Colgate ready-meal consumption even though the

brand positioning and market is different?

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Objectives

1. Cognitive: – Inform consumers about our new product and our positioning– Indicate advantages, benefits and originality of our product’s range– Help consumers to recognize the product’s range

2. Affective:– Create a good feeling in the mind of our consumers– Install at the target, an image in accordance with an advertising positioning

3. Conative:– Attract the target on the point of purchase

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Targets

Core target• Mothers who have youngest children 6 or

over, with financial position better, who work and have no time to cook, who prize health and

quality especially in food (customer)

Primary target• Family with two or one parents,

parents who work and don’t have time to cook, who prize health and quality especially in food

Secondary target• young single people not living

with parents or children,

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Targets

Core target

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Positioning

Promise of our product

Quick to cook

For several people (4-5p)

Good for health

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Positioning

Reason why

- Variety of frozen ready-meal with foodstuffs good for health like vegetables, fish and meal

- Large portion to feed a family

- Microwaveable

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Positioning

Marketing Mix: 4P

• Product: large quantity 4/5 persons, good for health, microwaveable

• Price: premium price but reasonable for a family

• Place: supermarkets such as Dunnes, Tesco, Mark & Spencer

• Promotion: campaign of 1 year to

promote our product

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4. Eyes on the prize

Positioning

Tone used

RelaxedConvivial

FamilyRealistic

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Positioning

Concept

Remove mom's guilt feeling who do not

have time to cook, by offering products

holy and balanced for the whole family

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Positioning

Family Gourmet inspired by Colgate

3. Media -Innovation

• Actions

• Annual media planning

• Budget

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Actions

STAGE 1 :

Inform consumers and make know the “Family Gourmet”

inspired by Colgate Awareness

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4. Eyes on the prize

Actions/ Tools

Public Relations

Press report

Press conference

Press release

Launch: second Tuesday on September 2013

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4. Eyes on the prize

Actions/ Tools

In-store to attract the target

Point of purchase

Attractive Packaging

Sampling

Family Gourmet inspired by Colgate

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Actions/ Tools

Celebrity endorsement : Rachel Allen

To generate actual purchase behavior and to promulgate the new brand image

•Where: in advertising

•Who: Rachel Allen, an Irish Celebrity Chef known for her work on television and as a writer. She represents the target.

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Actions / Media

Television advertisements - Prime time (30 sec)

RTE News, CNN News: the ad will be shown in the mornings when working people usually leave scan the news before leaving for work and in the evenings when they come back from work and usually have free time to relax.

RTE One and RTE Two : they are the most popular channels in Ireland

Nickelodeon : it’s a kids channel and working mothers usually spend time with their children watching television.

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Actions / Media

Storyboard for the TV ad

A working mother (Rachel Allen) is sitting in her office and is almost getting prepared to leave for home. She is worried, irritated and tired. She is thinking about how tough and tiring it would be for her go back home after a tough day and having to cook for her family. She is thinking about it all the way how her husband and her kids will be screaming and frustrated at being hungry. She reaches home, opens the door and heats up “Family Gourmet” inspired by Colgate. Her husband and her kids are happily enjoying their meal. The frozen ready meal is on the table next to the microwaves. Product slogan comes on the screen.

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Actions / Media

Storyboard for the TV ad

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Actions / Media

Magazines which target working women

Positive Life- Nearby one of the major articles in the magazine (three-monthly)

Easy Health- On the front page of this magazine , since our product is health oriented and people usually take their eating preferences by referring to it (monthly)

Red magazine- It is a women’s special magazine (monthly) Women and Home- A popular Irish magazine (monthly)

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Actions / Media

Radio

RTE Radio One and RTE Two FM:

Both popular channels in Ireland. The timings would be 7:00 to 10:00 in the morning and 4:00 to 8:00 in the evening when working women are usually leaving for work (15 seconds)

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Actions / Media

Billboards

Billboards with the product slogan and picture will be strategically places across

Where:•The city centre•Near all Retailing Units •On major motoring highways where it will be visible while driving down.•On Major buses with routes around the city.•Nearby corporate offices.

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Actions / Media

Billboards

Create a billboard Maud??

See the billboard in appendix 4

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4. Eyes on the prize

Actions

Digital Package

Ads on Internet/ Google Ads

Website and social network

Free app

Newsletters

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4. Eyes on the prize

Actions / Digital Package

Internet

Google AdsenseGoogle

Adwords

Advertisements on Social

Networking Sites and Health blog

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4. Eyes on the prize

Actions/ Digital Package

Digital: website & social network

• Where: Thanks to our own website www.familygourmetbycolgate.ie and our Facebook page “Family Gourmet inspired by Colgate”

To question a nutritionist about our frozen ready meal and to give nutrition information to consumers affective objective

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Actions / Digital Package

Digital : free app

To accompany women throughout the day for they remember the brand

• Where: free apps on Smartphone downloadable from the website

• What: an electronic calendar where women can write their family tasks for each day

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Actions / Digital Package

Newsletters

To bring nutrition information to our target access on “Family Gourmet” inspired by Colgate and the family

• Where and when: Thanks to a three-monthly newsletter send our target and available on the website.

•What: the newsletter present our product

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Actions

STAGE 2 :

Create a good feeling in the mind of our consumers and

attract them / Bonding

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4. Eyes on the prize

Actions/ Tools

Contest

To participate in a draw after answering 3 questions on nutrition

• Where: thanks to the Facebook page and our websiteInformation of the game relayed on the packaging

•Who: women/moms

•For what: to win a body care/ relax care

•Good way to complete the database

Special Mother’s Day

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4. Eyes on the prize

Actions/ Tools

Sponsorship

•Sponsorize “Discovery Health” on the Discovery Channel

•Since the product aims at healthy food, sponsoring it would position our product as healthy in the minds of our consumers

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Actions/ Tools

Contest: compose the new recipe

To involve consumers

• What: to compose the new recipe of ready meal “Family Gourmet”. The 3 best recipes selected by Colgate will be propose on the facebook page where fan could be vote for their favorite.

•Who: family game

•For what: to win a travel and one year of “Family Gourmet” products

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4. Eyes on the prize

Actions

STAGE 3 :

Attract the target on the point of purchase/ Purchase

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4. Eyes on the prize

Actions/ Tools

Events

To have a stand in Irish festivals where people can taste our product

Irish food festival Taste festival

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4. Eyes on the prize

Actions/ Tools

Discount voucher online

To get a database

• Where: on our website : www.familygourmetbycolgate.ie , customers

•How: on the packaging of “Family Gourmet” product, customers are invited to join us in our website to receive a discount voucher They have to complete information about us.

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Conclusion - Actions

Create a Word-Of-Mouth positive

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Annual media planning

Stage 1: Awareness / Inform consumers and make know the “Family Gourmet” inspired by Colgate

Media Name September October November DecemberTV (30s) RTE One/ Two RTE News/ CNN News Nickelodeon Magazines Positive life (3-monthly) X X X X Easy Health (monthly) X X Red magazine (monthly) X X Women and home (monthly) X X Radio RTE Radio One RTE Two FM Billboards On bus Urban / city Internet Banners on blog and website related with food

Digital package website, social network, apps, newsletter Public Relation press conference, report In-store point of purchase and packaging Sampling Celebrity endorsment Rachel Allen

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4. Eyes on the prize

Annual media planning

Stage 2: Bonding / Create a good feeling in the mind of our consumers and attract them

Media Name January February March AprilTV (30s) RTE One/ Two RTE News/ CNN News Nickelodeon Magazines Positive life (3-monthly) X X X X Easy Health (monthly) X X X Red magazine (monthly) X X X Women and home (monthly) X X X Radio RTE Radio One RTE Two FM Billboards On bus Urban / city Internet Banners on blog and website related with food

Digital package website, social network, apps, newsletter Contest: Mother's Day Sponsorship The programme Discovery Health Celebrity endorsment Rachel Allen

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4. Eyes on the prize

Annual media planning

Stage 3: Purchase / Attract the target on the point of purchase

Media Name May June July August

Internet Banners On blog and website related with food

Digital package Website, social network, apps, newsletter

Contest: new recipe

Events Irish Food festival and Taste Festival X x Discount voucher online Celebrity endorsment Rachel Allen

See the complete media-planning in appendix 5

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Budget

Internet banners : = 7 500 € (0,40 cts /clic)Magazines: 4510 € / right full page color = 36 080 € (4 mag, 2 months) 2900 € / right half page color = 34 800 € (4 mag, 3 months)Radio: 7am-10am : 20 €/s = 1800 € (3spots /day) 4pm-8pm: 18 €/s = 1080 € (2spots/day) = 950 000 € (5 months)TV: 7am-9am & prime time = 46 M€ (5months)Billboards: Bus 220 000 € (7days, 2 600 faces) = 461 340 € Urban 850 000 € (7 days, 14 000 faces)= 18 M€ (5 months)

≈ 66 M €

Media

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Budget

Non Media:

Internet website (creation): 1 500 €App: 2 000 €Events: 8 000 € (goodies, place, staffs…)Contest (Mother day’s) 2 500 € Contest (New recipe) 5 000 €Discount voucher 100 000 €Celebrity 10 M€

10 119 000 €

≈ 76 M € (Media, non-media)

4. Eyes on the prize

• Evaluation/ Control

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Evaluation/Control

1. Registration on the website to participate at our contest : “compose the new recipe” Data base

2. Send the Newsletter at our data base and invite us to participate at ours contests3. Comments in the social network how people feels with the product (complaints,

thanks…)4. Freefone ® number

Stage 1: Awareness / Inform consumers and make know the “Family Gourmet” inspired by Colgate

Stage 2: Bonding / Create a good feeling in the mind of our consumers and attract them

1. Number of visit on our website and number of fans on our facebook page2. Registration on the website to have discount, samples, newsletter, apps

Data base

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Evaluation/Control

Stage 3: Purchase / Attract the target on the point of purchase

1. Customers survey about why they buy the product, what they think about, period, quantity….

Available and send: facebook, data base, newsletter, website

2. Number of discount vouchers used

3. Study if our commercial operation permitted to increase sale More sells after an operation ? Look on number of sells

Thanks for your attention

Reference List

-Euromonitor (2011) ‘Ready meals in Ireland”, Euromonitor. Available at: http://www.euromonitor.com/ready-meals-in-ireland/report (Accessed: 03 March 2013)

-Datamonitor (2011) “Ready meals market in Ireland to 2014?”, Datamonitor. Available at: http://www.datamonitor.com/store/Product/ready_meals_market_in_ireland_to_2014?productid=DBCM8779 (Accessed: 03 March 2013)

- http://www.colgate.co

-Henchion (no date) “Ready meals: The Revolution in Convenience”, Marketing Group, The National Food Centre [online] (Accessed: 04 March 2013)

-Haig, M. (2003) Brand failures : the truth about the 100 biggest branding mistakes of all time. London: Kogan Page Ltd.

-http://www.surveymonkey.com/mp/lp/freesurveys-1/