Cs2031 wk6 Full

The Pizza

CS2031 Week 6

Reinvented

Tuesday, 24 September, 13

The Brief

CS2031 Week 6

Make use of the big idea and create a campaign to market pizza.


The Brief

CS2031 Week 6


The Product

CS2031 Week 6

Dr. Oetker’s Frozen Pizza

Restaurant quality pizza.

A simple explanation of the exact product you will be advertising (and its main feature). Brand and product may be same thing in the case of corporate advertising e.g. IBM


Dr. Oetker’s frozen pizza has been in the market since the 1970s, and is established for making quality pizza due to the parent company’s experience in making baking goods. That expertise is applied to quality pizza crusts, which is the base of good pizza. Additionally, they are the best-selling frozen pizza brand in 33 countries, including Italy (the birthplace of Pizza) and UK, with market share of up to 40%.

The Problem

CS2031 Week 6

Frozen pizzas are for lazy people, and is viewed as crappy food.


BusinessGoals

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Increase user adoption of frozen pizzas in the market

Penetrate untapped markets

What are you trying to achieve in business terms?Is it about trial, increasing penetration, growing share, cementing loyalty, increasing profitability?What is the source of this business?


Since there’s an unhealthy perception towards frozen pizzas, we plan to change that mindset by marketing the product to untapped markets. The core target markets, according to Fairprice — are working men, especially adults, for this product. There are a fair bit of housewives that purchase this brand, but those are usually expat housewives.

TargetAudience

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Mothers, especially those aged 25-40

Who are we talking to?What are they thinking and feeling about?What are the relevant things going on in their lives?

Busy mums who have no time/energy to whip up a quality meal for their loved ones.


TargetAudience

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As a mother, you want your children/loved ones to have the best

Who are we talking to?What are they thinking and feeling about?What are the relevant things going on in their lives?

As a woman, you need your off-day — a break.


As a mother, you want your children/loved ones to have the bestAs a woman, you need your off-day, a break.

The Reason

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Mothers need a break. They also want the best food for their children.

Quality + convenience =Dr. Oetker’s frozen pizza

Why are you advertising?What is the basis of your strategy?


To tell people to take a break from work and eat a proper meal

PizzaThoughts

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Crappy tasting rubbish that is for lazy people

Impossible Projects, Inc.

How is frozen pizza being viewed by our target audience?

How is it being consumed?

Generally avoided like a plague, unless you are really exhausted


Competing Factors

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Cooking a meal

Quality, at the price of time and energy after a long day

What do they feel about other alternatives to frozen pizza? Is there any weakness that can be leveraged upon?

Delivery

Predictable quality, but takes a long time


• Cooking a meal - quality, the cost of time and effort that they cannot afford to have after a long day at work• Meaning people order delivery - also a competition - they know what they are paying for and what they can expect of it• Ordering delivery takes more time in the process of getting the good from the restaurant into your home

Our Brand

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Never heard of it

What do they feel about our brand?Do they dislike/ignore/forget about it?

88% Ignorant because:

Why would you pay for lousy food when you can order delivery?


Our survey amongst 25 housewives revealed that 88% of them have never heard of Dr. Oetker.

When asked why they don’t like frozen pizza — these were the top 3 reasons:a) If they were lazy, they would rather go outside and buy takeoutb) If not, there was delivery, which can promise predictable qualityc) Have the perception that frozen pizza is not nutritious/lousy tasting

Our Brand

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“ ... and partly because, through it pains me to say so Dr. Oetker’s Ristorante pizzas are not inedible.”

Jon Henley, 2011, The Guardian


Our Brand

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superkid_23: “Closest restaurant pizza experience you can have in a frozen box!”

Kendall: “I think they should be bigger - the kids loved them so much they wanted more”

Source: thesoup.au, a word-of-mouth social media influence agency


Our Proposition

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It’s a quality meal that’s good enough for you and your loved ones.

What are we going to say to the consumer with our advertising?


Desired Response

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“Oh this pizza is actually not bad! Damn, i’ll try it again next time.”

What do we want our consumer to feel after seeing our advertising and using the product?

“Oh crap I could actually cook this for my children”


Why believe it

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Low sugar and cholesterol

Made in Germany

Most popular store-bought pizza in Italy & 33 other countries

Source: Dr. Oetker


Why believe it

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TheBig Idea

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The power to solve problems.


TheTagline

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“So good, it’s gotta be homemade”


TheStrategy

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Demonstration.


TheMessage

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You deserve a break. Your family deserves the best. Dr. Oetker’s.


Reason: Once they get out of office, they’ll be forced to stop work and they have to go down and eat anyway. So they will probably join their friends for lunch thereafter.

The print ad will remind them on the educational aspects (the facts) of not eating lunch.

TheCampaign

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Storyboard for 30s TVC:1. Mother receives a call from mother-in-law that she is joining them for dinner when preparing a meal for her family. 2. Mother quickly cooks up a Dr Oekter's pizza and serves it at the table.3. Doorbell rings. Mother welcomes the mother-in-law confidently. 4. Mother-in-law joins the table and family starts eating.5. Mother-in-law eyes the pizza, picks up a slice, and try a slice. 6. Mother-in-law inspects pizza and ponders for a while. (Suspense) 7. Mother-in-law gives look of approval (mm..not bad..) to Mother. 8. Camera tracks from family laughing heartily to the dustbin with Dr Oekto's pizza box in there. 9. Tagline: Dr Oekter's Pizza: So good, it's gotta be homemade.


TheSummary

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Identified mums want a break but also the best for their loved ones.

Used a TV ad to reach out to them that tells them Dr. Oetker is so good, your mother-in-law approves.


Fin.

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Cs2031 wk6 Full

Marketing

Transcript of Cs2031 wk6 Full