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TBWA\PRAHA CZECH REPUBLIC
PASSWORD 2006
AGENDA
1. TBWA\ introduction
Mission
Philosophy
2. Guseppe - frozen pizza case study
Background
Strategy
Results
3. Jim Beam case study
Simply enjoy…
To make our clients famous for the ideas
they stand for. Fame way beyond just
having a good campaign - that famous idea that can drive a company forward for years.
Lee ClowChairman & Chief Creative Officer
TBWA\MISSION
We are hired when clients need a change, because change
is in our DNA.
Change is our working methodology and in our
language we call it DISRUPTION.
Because we believe that doing the same thing over and over again and expecting different results is a sign of insanity.
AGENT\CHANGE
Jean-Marie DruPresident & CEO, TBWA Worldwide
One cannot win on the market provided that he adheres to its conventions
Disruption is about what makes for an effective communication- Communication ideas that lead to ganing a
larger share of the brand’s future
Disruption is about what kind of co-operation we offer to our clients – Looking at the problem as a whole, not only
at the communication
– Taking the situation as an opportunity for the whole client’s organization
– Creating new market opportunities
DISRUPTION - PHILOSOPHY
Jean-Marie Dru, President and CEO TBWA\Worldwide
HOW DISRUPTION WORKS
Way to change the market rules which helps realizing the company vision
Where we are NOW, identification of conventions
CONVENTION
DISRUPTIVE IDEA
VISION
Where we want to be TOMORROW, identification of company vision
A TOOL WE USE WHEN PLANNING EFFECTIVE INTEGRATED COMMUNICATION IS „CONNECTIONS PLANNING“
A tool to find the most effective way of communication with a customer
While Disruption deals with strategic issue „WHAT“ to communicate, Connections Planning deals with a question „WHERE“, „WHEN“ and „HOW“ to communicate
Connections Planning enables us to choose from a wide array of communication tools, both media and non-media, and to select the ones that are the most relevant ones for a given brand
RESULTS
Since 1985, TBWA\ has won 10 Grand Effies awarded for
advertising effectiveness - seven more than our closest
competitor.
1985 1986 1987 1989 1990 1997 1999 2000 2001 2003
CASE STUDY
FROZEN PIZZA
WHERE WE WERE?
BACKGROUND
Guseppe was launched in Czech Rep in 1993 and established a market leading position in a growing market of „ready meal“. Leading market position lasted till 2001. Communication support of Guseppe in media was limited and unfocused.
In 2000 Ristorante (by Dr. Oetker) entered Czech market supported by the strong media investments behind the brand. In 2002 it became no.1 on the market. Support has been allocated to TV only – using the same copy in the rest of Europe.
Guseppe was continually loosing it‘s market share, being on the same level as local private labels market position.
In the half of 2003 SOM Ristorante was 28,2% vs Guseppe 16,1%
STAGNANT MARKET WITH SIGNIFICANT DOMINANCE OF DR. OETKER WITH RISTORANTE, THANKS TO MEDIA
INVESTMENT
VALUE SHARE DEVELOPMENT
• Guseppe decrease started in the autumn of 2000, but has later stabilised around 18 % • Ristorante is market leader with 26 % value share • Maestro market share remains stable - but is currently being challenged by new value brands• Bon Giorno relaunch in the autumn of 2001 was not successful
0
5
10
15
20
25
30
35
40
45
50
FM2000
AM2000
AS2000
FM2001
JJ2001
ON2001
FM2002
JJ2002
ON2002
DJ2003
FM2003
Ristorante Bon Giorno Guseppe Maestro
WHERE WE WERE?
WHY WERE WE THERE?
Key insights about: Consumers Brand Communication Category
KEY INSIGHTS ABOUT CONSUMERS
Mothers use to prepare pizza for kids and themselves, that‘s why kids have an important influence during the shopping.
Consumers do not differentiate between Italian and American pizza, they don‘t care.
Guseppe pizza is acceptable for whole family because of the taste and sufficient size.
Pizza is informal meal (way of consumption)
Frozen pizza is good value (comparing to pizza in Pizzeria)
KEY INSIGHTS ABOUT THE BRAND
While Ristorante positioned itself as a replacement of „the
real pizza from an Italian pizzeria“ in convenient form (and it
is becoming the category reference), Guseppe didn‘t stand
for anything valuable in the „pizza world“.
KEY INSIGHTS ABOUT COMMUNICATION
Since 2000 there were no media investments behind
Guseppe
On the other side – the main competitor Ristorante is on air
continually, using the communication which established the
brand as the category reference – pizza which taste great
(just like if it was made in a real Italian pizzeria)
RISTORANTE TVC
KEY INSIGHTS ABOUT THE CATEGORY/MARKET
Overall convenient food category is growing
Main market players in frozen pizza segment were Ristorante (market leader), Guseppe, Bon Giorno and Maestro
80% of distribution focused in international chains
Market is polarized on „real tasty pizza“ (Ristorante) vs „filled“ pizzas (Maestro, local brands). Guseppe and Bon Giorno are somewhere in the middle
Guseppe (American) pizza is perceived as having insufficient topping (asking to add something on the top)
Frozen pizza is perceived as being very convenient (easy to prepare, fast and no dishes requiring).
WHERE WERE WE?
WHY WERE WE THERE?
WHERE WE WANTED TO GET?
Business goals: Increase value market share to 22% = regain leading position on
the Czech Market
Marketing goals: Inform consumers about the product quality improvement in
order to support trial and re-purchase
Communication goals: Increase communication indexes
– UBA above 23%– ABA above 45%
To build brand image as a family pizza for every day To achieve a quality brand perception by consumers
WHERE WE WANTED TO GET ?
Regain TOP position on Czech market in ready meal category
WHERE WERE WE?
HOW DID WE GET THERE?
WHY WERE WE THERE?
WHERE WE WANTED TO GET?
RELAUNCH OF GUSEPPE
GoalRelaunch Guseppe American range in Czech Rep and regain no 1 position
MandateImprove product quality and communicate this improvement to consumers through new packaging design and TV ad
Critical Success Factors- Assure substantial product improvements - Develop single minded communication
NEW GUSEPPE POSITIONING
Existing core idea “Guseppe pizza is the complete meal provider that is substantial and „popular”
+ Well suited for building total market and establishing Guseppe in the popularity position (need for everyday meal solutions that everybody in the family can share and enjoy)
÷ “Completeness” may not be the best way to make pizza more relevant
New core idea“Guseppe pizza has more of the good stuff that all youngsters love”
+Simple and relevant message that should be able to generate trial
NEW MARKETING MIX
Product
Packaging
Communication
Pricing
Recipe improvementWeight changesNew variants
New design
New TV ad
Increased price per kilo and unit
CONVENTION
VISION
DISRUPTIVE IDEA
COMMUNCATION
Problem:Guseppe lost its leadership position in the category after Dr. Oetker launched the heavily promoted Ristorante brand.
A family enjoying a pizza as a
source of a home ease
CONVENTION
DISRUPTIVE IDEA
VISION
COMMUNCATION
Problem:Guseppe lost its leadership position in the category after Dr. Oetker launched the heavily promoted Ristorante brand.
CONVENTION
DISRUPTIVE IDEA
VISION
Guseppe is the most popular
family pizza
COMMUNCATION
Problem:Guseppe lost its leadership position in the category after Dr. Oetker launched the heavily promoted Ristorante brand.
A family enjoying a pizza as a
source of a home ease
CONVENTION
DISRUPTIVE IDEA
VISION
The way to harmonize the home is to forget about it
for a while
COMMUNCATION
Problem:Guseppe lost its leadership position in the category after Dr. Oetker launched the heavily promoted Ristorante brand.
Guseppe is the most popular
family pizza
A family enjoying a pizza as a
source of a home ease
„THANKS TO THE GREAT TASTE OF GUSEPPE PIZZA
YOU WILL FORGET ABOUT THE WORLD AROUND YOU“
KEY IDEA
COMMUNICATION STRATEGY
Guseppe has to win back consumers from Ristorante and to grow the whole segment by becoming a reference themselves.
To achieve this tactically Guseppe will try to own the differentiations of abundant topping, family consumption and everydayness.
From the strategic point of view, however, additional brand leverage has to be developed to support Guseppe‘s „pizza competence“.
Tastes authentic thin crust lot of topping price everyday/ special convenience for family
Rel
ativ
e iI
mp
ort
ance
Ristorante Guseppe
GUSEPPE BRAND LADDER
TOM Benefits Territory Values RoleAtributs
Thinner crustLots of good
topping
Urban family
table-fun
Family, time spent together,
humor
Family Pizza
expert
Good taste,
Please all family,
especially kids
Pizza from Guseppe
WHO WERE WE TALKING TO?
Primary:
Urban working mothers with kids (8 – 18). They prepare supper for kids and themselves after coming back from work while fathers usually stay at work late.
Frozen food is an integral part of their „cooking repertoire“. While they value the convenience of frozen food (pizza) they are not ready to compromise quality and taste.
Secondary:
Young/teenagers
CREATIVE STRATEGY
Creative solution based on communication of brand values (family, time spent together, humor) in combination with product benefits and attributes in original, genuine, humorous and memorable story that would attract TG.
To avoid cliché in communication that is usually used by other brands in FMCG/food category – happy people sitting round the family table and being satisfied because of product using.
Unexpected reactions of acting people end up humorous, funny and human-touching.
Building of emotional bond between product and consumers.
Appetizing shots supporting rational benefit – quality improvement.
MEDIA STRATEGY
Limited budget didn't allow to run multimedia strategy.
100% media budget was allocated to TV due to effective reach of target group.
Improved product features could be best communicated through TV
Various forms of TVC – 35 sec, 2x 15 sec in order to get high frequency.
Media budget – 10,7 mio CZK in gross for one wave.
GUSEPPE TVC 35“
GUSEPPE TVC 15“
GUSEPPE TVC 15“
WHERE WERE WE?
HOW DID WE GET THERE?
WHY WERE WE THERE?
WHERE WE WANTED TO GET?
DID WE GET THERE?
AFTER THE COMMUNICATION CAMPAIGN GUSEPPE PIZZA BECAME A CZECH
MARKET LEADER
IN FROZEN PIZZA CATEGORY
VALUE SOM – TOTAL CR YTD 2003 YTD /FM 2004
GUSEPPE 17, 2% 23, 1%
RISTORANTE 27% 22,0%
Source: AC-Nielsen FM04
NSV YTD (1-5/04) vs. LY: +51%
COMMUNICATION RESULTS:
COMMUNICATION INDEXES UBA ABAFROZEN PIZZA
COMPSUMPTION IN CZECH HH
GUSEPPE 32% 65% 42%
RISTORANTE 15% 47% 23%
Source: GFK 1/04 – Omnibus research
SPONTANEOUS VS. PROMPTED AWARENESS OF SELECTED FROZEN PIZZA BRANDS AMONG THE WHOLE POPULATION
65
47
32
15
6
5
1
1
38
60
3
9
32
27
30
73
0 10 20 30 40 50 60 70
Guseppe
Ristorante
Maestro
Bon Giorno
Happy Pizza
Pane
AT LEAST 1 SELECTED BR. KNOWN
NO BRAND KNOWN
spontaneous awareness
prompted awareness
Base = whole sampleN = 500
%
Q.1 - Which brands of frozen pizza do you know, even if only by name?Q.2 - I will read you several brands, which brands of them do you know, even if only by name?
BRANDS OF FROZEN PIZZA CONSUMED IN THE HOUSEHOLD
Base = pizza consumers onlyN = 232
Q.4a - Which brands of frozen pizza do you buy and eat in your household?Q.4b - Which brands of frozen pizza do you buy and eat in your household most often?
42
23
13
7
1
24
18
27
31
14
16
0
7
4
0 5 10 15 20 25 30 35 40 45
Guseppe
Ristorante
Maestro
Bon Giorno
Happy Pizza
other brand
do not know
brand consumed
brand consumed most often
%
BRANDS OF FROZEN PIZZA CONSUMED IN THE HH GUSEPPE VS. RISTORANTE
Base = pizza consumers onlyN = 232
Q.4a - Which brands of frozen pizza do you buy and eat in your household?
13%32%
45%
10%
GUSEPPEconsumers in
total
42 %
RISTORANTEconsumers in
total
23 %
GUSEPPEconsumers only
(no Ristorante)
RISTORANTEconsumers only
(no Guseppe]
BOTH brands consumed
(Guseppe + Ristorante)]
other brands
AWARENESS OF THE TV COMMERCIALGUSEPPE aware vs. GUSEPPE not aware
Q.7/8a/8b - Do you remember the last pizza Guseppe TV commercial? …. COMMERCIAL READ OUT … Is this the right commercial?
36 57
69
16
7
31
23 61
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
whole sample
GUSEPPE aware
GUSEPPE not aware
YES, remembered spontaneously YES, remembered after prompt NO, not remembered (even after prompt)
Whole sample
GUSEPPE aware
GUSEPPEnot aware
Base = whole sampleN = 500
Base = aware of Guseppe brandN = 326
Base = not aware of Guseppe brandN = 174
MESSAGE OF THE PIZZA GUSEPPE TV COMMERCIAL
Q.9 - In your opinion, what was the main message of this advertisement?
4
11
6
31
24
5
3
21
0 5 10 15 20 25 30 35
excellent pizza, of good taste
eating the pizza other thingsgo aside
perfect taste takes troublesaway
witty and shocking
calls attention to the product
promotes purchase
rubbish, stupid, embarrassing
do not know
%
Base = aware of the TV commercialN = 422
EVALUATION OF THE COMMERCIAL
I do not like it at all (5)6%
I rather do not like it (4)8%
nothing special,like any other commercial
(3)17%
I like it very much(1)
40%
I rather like it(2)
29%
Top 2 Box (1+2) 70 %
Low 2 Box (4+5) 14 %
Mean value2,1 %
Q.10 - How did you like this commercial?
Base = aware of the TV commercialN = 422
GUSEPPE CAMPAIGN EVALUATION
„Strategie“ – weekly magazine about media and marketing communication, issue 48/03
Regular column „Sujet Focus“ – TVC testingTop 10 TVCs evaluated in categories: awareness, likeability, association with the brand – Guseppe TVC achieved rank no 2. (after regional TVC adaptation)
Guseppe TVC achieved best score in originality and creativity
Awareness evaluation – no1 ranking (88%) - best awareness among spots aired in Oct. – Nov. 20032002 average awareness was 59%
Likeability evaluation – no1 ranking (7 points within the scale 1 – 10)2002 average was 5,7 pt
Association with the brand – no2 ranking (44%),2002 average was 31,1%
GUSEPPE CAMPAIGN EVALUATION
„Strategie“ – weekly magazine about media and marketing communication.
Full page article about the campaign in marketing/communication professional weekly magazine positively evaluating unconventional advertising developed for Guseppe.
GUSEPPE CAMPAIGN EVALUATION
„Marketing & Media“ – weekly magazine for marketing, advertising and media, issue 48/03
Regular column „TVC evaluation“
Monthly evaluation of TV commercials in terms of creativity, execution and brand relevance.
Guseppe TVC achieved ranking no 2
GOLDEN EFFIE 2004 IN THE MOST PRESTIGIOUS
FMCG CATEGORY FOR GUSEPPE
On-trade communication 2005
Case study
Market situation
• Declining consumption and losing relevance of whiskey amongst younger audience
• The spontaneous awareness and TOM figures of Jim Beam lead the whiskey segment
• They do not translate into expected consumption volumes though
• Whiskey seen as a drink for older people, imagery-wise not relevant to today´s young people lifestyle
DRIVE TRIAL AMONGST YOUNG WHILE MAXIMIZING RELEVANCE
Jim Beam positioning
• A genuine brand for genuine people
• Key Brand Pillars – Authentic Spirit– Natural Confidence– True Connections
• Personality – Confident straight-talker
STRENTHEN THE IDENTITY
Jim Beam audience
• The tone of Jim Beam communication has to take into account its audience
– Urban & active– Well educated– Liberal minded– Worldly– Naturally confident– Masculine
• They demand authenticity & what you see is what you get attitude
REAL MESSAGE FOR A REAL BOURBON.
JIM BEAM MUSIC communication platform
• 7 years of consistent activity that has helped to define what Jim Beam is and what it stands for
• Focus on live music & original production
• Carved out the clear position within the whiskey category
• Built the awareness within its core target group
BUILD ON MUSIC FRANCHISE
REAL EXPERIENCEREAL BOURBON - REAL MUSIC
Key Theme
• Extension of Jim Beam Music program, bringing the real music from concert halls to real bars
• Experience the life music performance in the Jim Beam way
• Authenticity in the true sense of the word
Concept: JIM BEAM MUSIC NIGHT
Communication support
A Jim Beam Brands Worldwide, Inc. Company has
evaluated TBWA\Praha concept as the best within
the Europe and 3rd best worldwide in 2005.
Thank you for your attention.