guiding principles to calm the chaos and win the marketplace - dan hammer
DESCRIPTION
MN AMA 2010 Conquering Chaos Conference Keynote Presentation "Guiding Principles to Calm the Chaos and Win the Marketplace" by Dan Hammer, SVP of Marketing, Schwan’s Consumer BrandsTRANSCRIPT
November 8, 2010
Three Simple Rules
Know your brand
Know your consumers/customers
Focus on value creation 24/7
Over 25 Years in Food Selling & Marketing
• 9 Years with Nestle; managed Stouffer Entrees
• 3 Years with Snyder’s of Hanover
• 11 Years with ConAgra; ran Banquet business for 4 years
• 3 Years with Unilever as VP of Marketing for Unilever’s
North American Ice Cream business
• 2 ½ Years with Schwan’s Consumer Brands
52 Week Frozen Pizza Shares
Company $ Share Pt. Change
Total Nestle 38.1 +0.5
Total Schwan’s 25.9 +1.4
Total General Mills 9.8 ----
Source : 52 Week Nielsen + Walmart data ending 9/11/10
Three Simple Rules
Know your brand
Know your consumers/customers
Focus on value creation 24/7
What does brand knowledge look like?
Clear vision of why your brand exists
Simple
Differentiated
Ownable
Compelling
Stay consistent and true to your positioning
Know your target better than your competition
Case Study #1
Stouffer Entrées
Key Insight:
No frozen food company can prepare meals that taste as good as I can make them myself. But if anyone can come close, it’s Stouffer’s.
Case Study #2
Klondike Ice Cream Bars
Key Insight:
Klondike is an every day reward for doing ordinary stuff…..even if it seems miraculous
Three Simple Rules
Know your brand
Know your consumers/customers
Focus on value creation 24/7
Keys to Consumer Intimacy
Understand their values
Know their motivations
Speak to them on their terms
How
When
What
Build personal relationships by making a difference
Freschetta Growth Vision
Unsurpassed freshness in
frozen (pizza).
Approach: Build brand meaning in pizza first, then build expand to close-in categories.
Base Business Brand Hero: Jennifer Core, heavy, loyal user
Mid-30’s, mother, educated, HHI >$75K
Psychographics:
Discerning, thoughtful, involved
Prefers less of something better, than more of something mediocre
Pizza is “not a gut-filler” – desires something better for her family
“I feel better about serving my family Freschetta. All the little things they do to make the pizza better add up – they make a difference to me.”
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Consumer Insight: Why FR?
Jennifer feels confident she’s giving her family the best when she serves Freschetta….Why?
Believes fresher is better Freshest in frozen is better (better for you)
Wants to provide the freshest (best) available within constraints of the category, evening, etc.
Why? Makes her feel good about her role as nurturer…
Why? Takes the time to do little things for her family…shows that she cares, that they’re worth it…simple way to show love…
Why? Lots of little things – but they add up to something important; details matter.
Insight: Always looks for a little bit more (better), because little touches add up and they matter
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Other Builds on Jennifer
Interests Family – she is at the center of her family, organizing, coordinating, keeping
everything together Takes on a traditional maternal role, as it’s been redefined by Millenials
She is an early Millenial Tech-savvy – comfortable using technology; always a part of her, doesn’t have to
think about it Used to having choices; processes fast & has well-developed decision screens
E.g. Grew up with cable vs network TV
“The Little touches matter, because my family is worth it” Lighting the candle on the table for dinner Flowers on the table Fewer, nicer things – buys the right thing once. Eat to live (vs. live to eat) but won’t use gut fillers Likes to eat the Quick Fresch fast food – e.g. Panera, Cosi, etc. Shops Cub for staples, but will go to Byerly’s for Fresh “touches” Reads labels – looks for the cleanest label – recognizes BS from afar
“She wants a little bit Fresher Frozen”
Insert Freschetta “Fresh Ideas” Web Page Here
Red Baron brings you pizzeria taste with products you can cook at home in minutes:
• Shorter cook time from oven or microwave• Better because you cook it when you want it
Brand Repositioning:Pizzeria Taste in Minutes.
Primary Consumer
Age 40, lives with her family in a middle class outer suburb. She and her husband Dave have two kids, ages 13 and 9. Dave is in
sales while Becky works part time for extra income. Part time work helps them afford a better lifestyle with a few of life’s extras,
while allowing her to set her schedule around her kids’ needs. Combined, Becky and Dave earn around $50-$70k a year. They
wish they could save a bit more for the kids’ college and their own retirement, but overall Becky is satisfied and optimistic as her resourceful approach helps her manage the controlled chaos of raising a family.
Red Baron House Party!
Driving trial of Red Baron Pan Pizza and Pan Pasta!
House Party Overview House Party organizes consumer parties across the country to generate
consumer trial and word-of-mouth
Many CPG companies use House Party, including Kraft (Di Giorno), Nestle, Con Agra, Pepsi, and SC Johnson
Party hosts chosen based on their social profile – consumers who are more likely to chat about their parties through social media (Facebook, Twitter, blogs, etc.)
1,010 hosts invite 15 guests
16,160 party-goers talk to 10
friends
161,600 friends talk to 10 more
friends
1,616,000 people learn about Red Baron Pan Pizza
and Pasta!
Viral Component To drive viral word-of-mouth,
party guests could print an
online coupon for Pan Pizza or
Pan Pasta
On the website, they could
share this offer with friends via
Facebook or Twitter
House Party Recap 1,000 Red Baron Pan Parties took place on Saturday, May 8th,
attended by 13,000 people
E-coupons distributed to drive trial
Each mom can print one coupon
Coupon offer is then shared to her friends via Facebook, encouraging viral spread of Pan news and coupon
Great consumer response on both Red Baron and House Party websites
The pan pizza was great. The crust was nice....got really crispy. The pasta was nice and cheesy.
I expected the pizza to be good (which it was), but what really surprised me was the pasta. Awesome!
It was extremely awesome - best tasting frozen pizza and the alfredo was the best!
We loved, loved, loved the "ambiance" of the checkered tablecloth and candle! It seriously reminded some of my guests and myself of pizzerias we ate at when we were younger! The pizza was amazing, but wow at the pasta! I'm big on making my own sauce, so I'm super picky, but I was blown away at how good it was!
We were shocked that little pan made the crust turn out PERFECT! And I've never tasted alfredo that good!
Three Simple Rules
Know your brand
Know your consumers/customers
Focus on value creation 24/7
Tony’s® Brand Mission:
To become the #1 Frozen Value Brand Solution for consumers within the Value Segments of
Pizza and Snacks
Role in Portfolio:
Meet the Needs of Value Driven Consumers While Delivering Profit and Leveraging Assets
Effectively
Tony’s® Multi-Serve Brand Hero: Melissa
Demographics• Age 34, married, with 3 children
ages 14, 10, 7 and a HHI <$50,000
Psychographics• Lives in the town she grew up in• Works part time• To stretch the family money,
smartly budgets each paycheck and clips coupons
• Her kids are the light of her life, and she looks for little ways to have fun at home
• Life’s pretty good
Tony’s Free Game Bowling Promotion Success
Standee
Floor Graphics
T-Shirt
Tony’s FSI
Center Poster
TWC 5x7
Field Sales
Hy-vee In-store Event Drives Big Results!
Tony's OC Cases Delivered By Week
0
10
20
30
40
50
60
44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
Fiscal Week
Cases
524% Lift
Source: BEX “DSD Deliveries by Day” Hy-vee Store #1320
WMT # 1004
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240% Lift
DSD Delivers Results!
DSD Delivers Results!Wal-Mart # 915
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572% Lift
Meijer #216
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801% Lift
DSD Delivers Results Like the Post Office Delivers the Mail!
80,000
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100,000
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120,000
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150,000
Week
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2008
2009
All Tony’s Original Crust DSD
Week 18 through Week 24/25:
Promotion Launch to full packaging sell-through
What about nationally?
Principles for SuccessFocus – Be as declarative about what your NOT going to do as much as talking about what you’re going to do
Accountability – Gain alignment on who owns what, and then hold people accountable for delivering
Simplify – Complexity causes confusion, chaos, and inefficiency in your organization
Talk, talk, talk – You can’t over-communicate to your people
Execute with Excellence – Good ideas become great ideas due to the last 10% being executed flawlessly
Results = Rewards – Celebrate successes, both big ones and little ones, to maintain a happy, motivated team
Principles for Success
Focus
Accountability
Simplify
Talk
Execute
Results
FASTER