2 AGENDA TBWA\ introduction Mission Philosophy Guseppe - frozen pizza case studyBackgroundStrategyResultsJim Beam case studySimply enjoy…
3 TBWA\MISSIONTo 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 Clow Chairman & Chief Creative Officer
4 AGENT\CHANGEWe 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.Jean-Marie Dru President & CEO, TBWA Worldwide
5 One cannot win on the market provided that he adheres to its conventions
6 DISRUPTION - PHILOSOPHY Disruption is about what makes for an effective communicationCommunication ideas that lead to ganing a larger share of the brand’s futureDisruption is about what kind of co-operation we offer to our clientsLooking at the problem as a whole, not only at the communicationTaking the situation as an opportunity for the whole client’s organizationCreating new market opportunitiesJean-Marie Dru, President and CEO TBWA\Worldwide
7 HOW DISRUPTION WORKS VISION DISRUPTIVE IDEA CONVENTION Where we want to be TOMORROW, identification of company visionVISIONWhere we are NOW, identification of conventionsDISRUPTIVE IDEAWay to change the market ruleswhich helps realizing the company visionCONVENTION
8 A TOOL WE USE WHEN PLANNING EFFECTIVE INTEGRATED COMMUNICATION IS „CONNECTIONS PLANNING“ A tool to find the most effective way of communication with a customerWhile Disruption deals with strategic issue „WHAT“ to communicate, Connections Planning deals with a question „WHERE“, „WHEN“ and „HOW“ to communicateConnections 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
9 RESULTSSince 1985, TBWA\ has won 10 Grand Effies awarded for advertising effectiveness - seven more than our closest competitor.1985198619871989199019971999200020012003
12 BACKGROUNDGuseppe 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 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
13 BACKGROUNDGuseppe was loosing market share in Czech Republic due to severalreasons:Continuous heavy media spending on Dr. Oetkers RistoranteLacking media spending on Guseppe brandLost of distributor Nowaco to Dr. Oetker autumn 2001 lead to reduced in-store impactAttempts to drive Guseppe sales through launch of new variants did not prove successfulConsumer preference towards product quality has changed in parallel with increased penetration of Ristorante - making Guseppe pizza inferior
14 VALUE SHARE DEVELOPMENT Guseppe decrease started in the autumn of 2000, but has later stabilised around 18 %Ristorante is market leader with 26 % value shareMaestro market share remains stable - but is currently being challenged by new value brandsBon Giorno relaunch in the autumn of 2001 was not successful
15 Value Curve Ristorante vs Guseppe: situation in the end of 2003
16 Key insights about: Consumers Brand Communication Category WHERE WE WERE?WHY WEREWE THERE?Key insights about:ConsumersBrandCommunicationCategory
17 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)
18 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“.
19 KEY INSIGHTS ABOUT COMMUNICATION Since 2000 there were no media investments behind GuseppeOn 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)
21 KEY INSIGHTS ABOUT THE CATEGORY/MARKET Overall convenient food category is growingMain market players in frozen pizza segment were Ristorante (market leader), Guseppe, Bon Giorno and Maestro80% of distribution focused in international chainsMarket is polarized on „real tasty pizza“ (Ristorante) vs „filled“ pizzas (Maestro, local brands). Guseppe and Bon Giorno are somewhere in the middleGuseppe (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).
22 WHERE WERE WE?WHY WEREWE THERE?WHERE WEWANTEDTO GET?
23 WHERE WE WANTED TO GET ? Business goals: Increase value market share to 22% = regain leading position on the Czech MarketMarketing goals:Inform consumers about the product quality improvement in order to support trial and re-purchaseCommunication goals:Increase communication indexesUBA above 23%ABA above 45%To build brand image as a family pizza for every dayTo achieve a quality brand perception by consumers
24 Regain TOP position on Czech market in ready meal category
25 WHERE WERE WE?WHY WEREWE THERE?HOW DID WEGET THERE?WHERE WEWANTEDTO GET?
26 RELAUNCH OF GUSEPPE Goal Relaunch Guseppe American range in Czech Rep and regain no 1 positionMandateImprove product quality and communicate this improvement to consumers through new packaging design and TV adCritical Success Factors- Assure substantial product improvements- Develop single minded communication
27 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 relevantNew 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
28 NEW MARKETING MIX Recipe improvement Weight changes Product New variantsProductPackagingNew designIncreased price per kilo and unitPricingCommunicationNew TV ad
29 NEW PRODUCT ASSSORTMENT Core assortment:Ham g, 300 gChampignon g, 300 gHam & Spinach gMexicana g4 Cheese gMulti-pack:Ham 2x450 gHam/Champignon 2x450 gVariants to be developed:Hawaii gBacon g
30 PRODUCT DEVELOPMENT Crust - reduced thickness from 15 to 9 mm - whole grain crust on 4 CheeseTopping - different cutting on ham- change of topping sequence- more vegetables- more meat- more sauce- new pepperoni- new sauce with more tomato flavour- extensive use of herbsWeight - reduced on all variantsDiameter - remains 26 cm
31 PACKAGING Packaging design challenge: - communicate improved product quality- assure strong branding and maintain design properties- differentiate clearly between variants- facilitate freezer impact- enable use of multilanguage packaging- improve preparation guidelines
32 PRICE Average hypermarket retail price points Per unit Per kilo Existing Guseppe Ham 520 g CZK 106 CZKRistorante Prosciutto 330 g CZK 194 CZKBon Giorno Ham 510 g CZK CZKMaestro Ham 500 g CZK CZKPrivate Label 500 g CZK CZKNew Guseppe Ham 480 g CZK 125 CZKThe new price level:represents 9 % increase of invoice value per SKUassumes a higher willingness to pay due to improved quality, new packaging and media supportdifferentiates Guseppe more clearly from value brands and PL
33 COMMUNCATION VISION DISRUPTIVE IDEA CONVENTION Problem: Guseppe lost its leadership position in the category after Dr. Oetker launched the heavily promoted Ristorante brand.VISIONDISRUPTIVE IDEACONVENTION
34 A family enjoying a pizza as a source of a home ease COMMUNCATIONProblem:Guseppe lost its leadership position in the category after Dr. Oetker launched the heavily promoted Ristorante brand.VISIONA family enjoying a pizza as a source of a home easeDISRUPTIVE IDEACONVENTION
35 COMMUNCATION VISION DISRUPTIVE IDEA CONVENTION Problem: Guseppe lost its leadership position in the category after Dr. Oetker launched the heavily promoted Ristorante brand.Guseppe is the most popular family pizzaVISIONA family enjoying a pizza as a source of a home easeDISRUPTIVE IDEACONVENTION
36 The way to harmonize the home is to forget about it for a while COMMUNCATIONProblem:Guseppe lost its leadership position in the category after Dr. Oetker launched the heavily promoted Ristorante brand.Guseppe is the most popular family pizzaThe way to harmonize the home is to forget about it for a whileVISIONA family enjoying a pizza as a source of a home easeDISRUPTIVE IDEACONVENTION
37 „THANKS TO THE GREAT TASTE KEY IDEA„THANKS TO THE GREAT TASTEOF GUSEPPE PIZZAYOU WILL FORGET ABOUTTHE WORLD AROUND YOU“
38 WHAT WOULD SUPPORT THE VISION? Product improvement (including new varieties and weight changes)New packaging designNew communication
39 Make consumers to TRY improved Guseppe pizza. FIRST GOALMake consumers to TRY improved Guseppe pizza.BYGiving them relevant reason WHY?Make product present on marketImprove visibility of the brandBuild emotional bond between brand and consumers
40 WHERE WAS THE ROLE OF ADVERTISING? To create BIG IDEA for Guseppe,that would be:Simple, with broad impactTruth (for both product and brand)Unique for GuseppeTimelessMedia neutralAccepted by current consumersPositive and attractive
41 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“.
42 GUSEPPE BRAND LADDER TOM Atributs Benefits Territory Values Role Pizza from GuseppeThinner crustLots of good toppingGood taste,Please all family, especially kidsUrban family table-funFamily, time spent together, humorFamily Pizza expert
43 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
44 CREATIVE STRATEGYCreative 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.
45 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 TVVarious 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.
49 WHERE WERE WE?DID WEGET THERE?WHY WEREWE THERE?HOW DID WEGET THERE?WHERE WEWANTEDTO GET?
50 IN FROZEN PIZZA CATEGORY AFTER THE COMMUNICATION CAMPAIGN GUSEPPE PIZZA BECAME A CZECH MARKET LEADERIN FROZEN PIZZA CATEGORY
51 VALUE SOM – TOTAL CRYTD 2003YTD /FM 2004GUSEPPE17, 2%23, 1%RISTORANTE27%22,0%NSV YTD (1-5/04) vs. LY: +51%Source: AC-Nielsen FM04
52 FROZEN PIZZA COMPSUMPTION IN CZECH HH COMMUNICATION RESULTS:COMMUNICATION INDEXESUBAABAFROZEN PIZZA COMPSUMPTION IN CZECH HHGUSEPPE32%65%42%RISTORANTE15%47%23%Source: GFK 1/04 – Omnibus research
53 SPONTANEOUS VS. PROMPTED AWARENESS OF SELECTED FROZEN PIZZA BRANDS AMONG THE WHOLE POPULATION %Base = whole sampleN = 500Q.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?
54 AWARENESS OF THE GUSEPPE BRAND BY AGE %Base = whole sampleN = 500Q.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?
55 BRANDS OF FROZEN PIZZA CONSUMED IN THE HOUSEHOLD %Base = pizza consumers onlyN = 232Q.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?
56 BRANDS OF FROZEN PIZZA CONSUMED IN THE HH GUSEPPE VS. RISTORANTE GUSEPPE consumers in total42 %BOTH brands consumed (Guseppe + Ristorante)]RISTORANTE consumers in total23 %GUSEPPE consumers only (no Ristorante)RISTORANTE consumers only (no Guseppe]other brandsBase = pizza consumers onlyN = 232Q.4a - Which brands of frozen pizza do you buy and eat in your household?
57 TYPES OF PRODUCTS ASSOCIATED WITH THE GUSEPPE BRAND %Base = Guseppe consumers onlyN = 97Q.5b - Which types of products do you link with the Guseppe brand?
58 AWARENESS OF THE TV COMMERCIAL GUSEPPE aware vs. GUSEPPE not aware Whole sampleBase = whole sampleN = 500GUSEPPE awareBase = aware of Guseppe brandN = 326GUSEPPE not awareBase = not aware of Guseppe brandN = 174Q.7/8a/8b - Do you remember the last pizza Guseppe TV commercial? …. COMMERCIAL READ OUT … Is this the right commercial?
59 AWARENESS OF THE BRAND VS. AWARENESS OF THE TV COMMERCIAL Brand awareness in totalaware of Guseppe brand %not aware of Guseppe brand 35 %TV commercial awareness in totalcommercial remembered %commercial not remembered 16 %Base = whole sampleN = 500Q.2 - I will read you several brands, which of them do you know, even if only by name?Q.7/8a/8b - Do you remember the last pizza Guseppe TV commercial? …. COMMERCIAL READ OUT … Is this the right commercial?
60 MESSAGE OF THE PIZZA GUSEPPE TV COMMERCIAL %Base = aware of the TV commercialN = 422Q.9 - In your opinion, what was the main message of this advertisement?
61 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 commercialN = 422Q.10 - How did you like this commercial?
62 EVALUATION OF IMAGE STATEMENTS FOR THE GUSEPPE BRAND - OVERVIEW Average2,22,12,62,52,82,9Base = aware of brand or TV commercialN = 446Q.12a-j - For each statement indicate, in which extent the statement applies to the Guseppe brand!
63 GUSEPPE CAMPAIGN EVALUATION „Strategie“ – weekly magazine about media and marketing communication, issue 48/03Regular 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 creativityAwareness 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 ptAssociation with the brand – no2 ranking (44%),2002 average was 31,1%
64 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.
65 GUSEPPE CAMPAIGN EVALUATION „Marketing & Media“ – weekly magazine for marketing, advertising and media, issue 48/03Regular column „TVC evaluation“Monthly evaluation of TV commercials in terms of creativity, execution and brand relevance.Guseppe TVC achieved ranking no 2
66 GOLDEN EFFIE 2004 IN THE MOST PRESTIGIOUS FMCG CATEGORY FOR GUSEPPE
69 DRIVE TRIAL AMONGST YOUNG WHILE MAXIMIZING RELEVANCE Market situationDeclining consumption and losing relevance of whiskey amongst younger audienceThe spontaneous awareness and TOM figures of Jim Beam lead the whiskey segmentThey do not translate into expected consumption volumes thoughWhiskey seen as a drink for older people, imagery-wise not relevant to today´s young people lifestyleDRIVE TRIAL AMONGST YOUNG WHILE MAXIMIZING RELEVANCE
70 STRENTHEN THE IDENTITY Jim Beam positioningA genuine brand for genuine peopleKey Brand PillarsAuthentic SpiritNatural ConfidenceTrue ConnectionsPersonalityConfident straight-talkerSTRENTHEN THE IDENTITY
71 REAL MESSAGE FOR A REAL BOURBON. Jim Beam audienceThe tone of Jim Beam communication has to take into account its audienceUrban & activeWell educatedLiberal mindedWorldlyNaturally confidentMasculineThey demand authenticity & what you see is what you get attitudeREAL MESSAGE FOR A REAL BOURBON.
72 JIM BEAM MUSIC communication platform 7 years of consistent activity that has helped to define what Jim Beam is and what it stands forFocus on live music & original productionCarved out the clear position within the whiskey categoryBuilt the awareness within its core target groupBUILD ON MUSIC FRANCHISE
73 REAL BOURBON - REAL MUSIC Key ThemeREAL EXPERIENCEREAL BOURBON - REAL MUSIC
74 Concept: JIM BEAM MUSIC NIGHT Extension of Jim Beam Music program, bringing the real music from concert halls to real barsExperience the life music performance in the Jim Beam wayAuthenticity in the true sense of the word
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