colgate kitchen entrees irish market 02-08-13
DESCRIPTION
Study project - MA Marketing Dublin Business School Date: 02-08-13 Strategy communication to launch a particular productTRANSCRIPT
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Brand Identity
1. Colgate Oral Care Products
Toothpaste Manual and Powered Toothbrushes
Mouth Rinses Colgate Kids Range
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Brand Identity
Brand identity prism
Personality
Culture
Self Image
Reflection
Physique
Relationship
1. Brand2. Creative
strategy3. M
edia - Innovation
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.
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
The product
1. Brand2. Creative
strategy3. M
edia - Innovation
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Problem to solve
How promote the Colgate ready-meal consumption even though the
brand positioning and market is different?
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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,
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Targets
Core target
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Positioning
Promise of our product
Quick to cook
For several people (4-5p)
Good for health
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Positioning
Tone used
RelaxedConvivial
FamilyRealistic
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Positioning
Concept
Remove mom's guilt feeling who do not
have time to cook, by offering products
holy and balanced for the whole family
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Positioning
Family Gourmet inspired by Colgate
3. Media -Innovation
• Actions
• Annual media planning
• Budget
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Actions
STAGE 1 :
Inform consumers and make know the “Family Gourmet”
inspired by Colgate Awareness
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Actions/ Tools
Public Relations
Press report
Press conference
Press release
Launch: second Tuesday on September 2013
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Actions/ Tools
In-store to attract the target
Point of purchase
Attractive Packaging
Sampling
Family Gourmet inspired by Colgate
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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.
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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.
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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.
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Actions / Media
Storyboard for the TV ad
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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)
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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)
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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.
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Actions / Media
Billboards
Create a billboard Maud??
See the billboard in appendix 4
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Actions
Digital Package
Ads on Internet/ Google Ads
Website and social network
Free app
Newsletters
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Actions / Digital Package
Internet
Google AdsenseGoogle
Adwords
Advertisements on Social
Networking Sites and Health blog
1. Brand2. Creative
strategy3. M
edia - Innovation
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Actions
STAGE 2 :
Create a good feeling in the mind of our consumers and
attract them / Bonding
1. Brand2. Creative
strategy3. M
edia - Innovation
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
1. Brand2. Creative
strategy3. M
edia - Innovation
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Actions
STAGE 3 :
Attract the target on the point of purchase/ Purchase
1. Brand2. Creative
strategy3. M
edia - Innovation
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
1. Brand2. Creative
strategy3. M
edia - Innovation
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.
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
Conclusion - Actions
Create a Word-Of-Mouth positive
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
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
1. Brand2. Creative
strategy3. M
edia - Innovation
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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
1. Brand2. Creative
strategy3. M
edia - Innovation
4. Eyes on the prize
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/