TBWA\PRAHACZECH REPUBLIC PASSWORD 2006
AGENDA • TBWA\ introduction • Mission • Philosophy • Guseppe - frozen pizza case study • Background • Strategy • Results • Jim Beam case study • Simply enjoy…
TBWA\MISSION 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
AGENT\CHANGE We are hired when clients need a change, because change isin our DNA. Change is our workingmethodology 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. Jean-Marie DruPresident & CEO, TBWA Worldwide
One cannot win on the market provided that he adheres to its conventions
DISRUPTION - PHILOSOPHY • 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 Jean-Marie Dru, President and CEO TBWA\Worldwide
HOW DISRUPTION WORKS Where we want to be TOMORROW, identification of company vision VISION Where we are NOW, identification of conventions DISRUPTIVE IDEA Way to change the market rules which helps realizing the company vision CONVENTION
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 A TOOL WE USE WHEN PLANNING EFFECTIVE INTEGRATED COMMUNICATION IS „CONNECTIONS PLANNING“
RESULTS • Since 1985, TBWA\ has won 10 Grand Effies awarded for advertising effectiveness - seven more than our closest competitor. 2000 2003 1985 1986 1987 1989 1990 1997 1999 2001
FROZEN PIZZA CASE STUDY
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
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 tasteand 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)
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?
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 WERE WE? WHY WERE WE THERE? HOW DID WE GET THERE? WHERE WE WANTED TO GET?
RELAUNCH OF GUSEPPE Goal Relaunch Guseppe American range in Czech Rep and regain no 1 position Mandate Improve 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 Recipe improvement Weight changes New variants Product New design Packaging Increased price per kilo and unit Pricing New TV ad Communication
COMMUNCATION Problem: Guseppe lost its leadership position in the category after Dr. Oetker launched the heavily promoted Ristorante brand. VISION DISRUPTIVE IDEA CONVENTION
COMMUNCATION Problem: Guseppe lost its leadership position in the category after Dr. Oetker launched the heavily promoted Ristorante brand. VISION A family enjoying a pizza as a source of a home ease DISRUPTIVE IDEA CONVENTION
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 VISION A family enjoying a pizza as a source of a home ease DISRUPTIVE IDEA CONVENTION
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 The way to harmonize the home is to forget about it for a while VISION A family enjoying a pizza as a source of a home ease DISRUPTIVE IDEA CONVENTION
KEY IDEA „THANKS TO THE GREAT TASTE OF GUSEPPE PIZZA YOU WILL FORGET ABOUT THE WORLD AROUND YOU“
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“.
GUSEPPE BRAND LADDER TOM Atributs Benefits Territory Values Role Pizza from Guseppe Thinner crust Lots of good topping Good taste, Please all family, especially kids Urban family table-fun Family Pizza expert Family, time spent together, humor
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.
WHERE WERE WE? DID WE GET THERE? WHY WERE WE THERE? HOW DID WE GET THERE? WHERE WE WANTED TO GET?
AFTER THE COMMUNICATION CAMPAIGNGUSEPPE PIZZABECAME A CZECHMARKET LEADER IN FROZEN PIZZA CATEGORY
NSV YTD (1-5/04) vs. LY: +51% Source: AC-Nielsen FM04
COMMUNICATION RESULTS: Source: GFK 1/04 – Omnibus research
SPONTANEOUS VS. PROMPTED AWARENESS OF SELECTED FROZEN PIZZA BRANDS AMONG THE WHOLE POPULATION % Base = whole sample N = 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 only N = 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?
BRANDS OF FROZEN PIZZA CONSUMED IN THE HHGUSEPPE VS. RISTORANTE RISTORANTEconsumers in total 23 % GUSEPPEconsumers in total 42 % BOTH brands consumed(Guseppe + Ristorante)] GUSEPPEconsumers only(no Ristorante) RISTORANTEconsumers only(no Guseppe] other brands Base = pizza consumers only N = 232 Q.4a- Which brands of frozen pizza do you buy and eat in your household?
AWARENESS OF THE TV COMMERCIALGUSEPPE aware vs. GUSEPPE not aware Whole sample Base = whole sample N = 500 GUSEPPE aware Base = aware of Guseppe brand N = 326 GUSEPPEnot aware Base = not aware of Guseppe brand N = 174 Q.7/8a/8b- Do you remember the last pizza Guseppe TV commercial? …. COMMERCIAL READ OUT … Is this the right commercial?
MESSAGE OF THE PIZZA GUSEPPE TV COMMERCIAL % Base = aware of the TV commercial N = 422 Q.9 - In your opinion, what was the main message of this advertisement?
EVALUATION OF THE COMMERCIAL Top 2 Box (1+2) 70 % Low 2 Box (4+5) 14 % Mean value 2,1 % Base = aware of the TV commercial N = 422 Q.10 - How did you like this commercial?
GUSEPPE CAMPAIGN EVALUATION „Strategie“ – weekly magazine about media and marketing communication, issue 48/03 Regular column „Sujet Focus“ – TVC testing Top 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. 2003 2002 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%