tbwa\praha czech republic password 2006. agenda tbwa\ introduction mission philosophy guseppe -...

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

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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?

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11

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31

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3

21

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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.