24th marketing forum session summary(1)
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The document summarizes presentations from a marketing forum, including presentations from Thomson Reuters and Shakey's Pizza. The Thomson Reuters presentation discussed the company's history, brand evolution, new logo, and pillars. It also highlighted the company's role as a major international news agency. The Shakey's presentation outlined the history and founding of the pizza chain in the US and Philippines. It described efforts to rebrand the company by focusing on fun, family, and pizza and improving operations through a customer-centric approach.
24th marketing forum session summary(1)
- 1. BRANDS24th Marketing forumV55 Marketing ManagementAvarsityJuanchoPascualJeanne QuitorianoSeptember 2, 2011Session 7 Summaryhttp://www.blogger.com/profile/00276604870570134445
- 2. Captured MomentsThis presentation is all about the photos taken during the Marketing Forum.http://www.blogger.com/profile/00276604870570134445
- 3. The Speakers and the audienceNess, I, and Juancho were seated at the back so that well be able to have a good view and during the forum. The location was great because I was able to capture the presentation and people easily.http://www.blogger.com/profile/00276604870570134445
- 4. Early BirdsSome of the Early Birdshttp://www.blogger.com/profile/00276604870570134445
- 5. The Speakers and the audiencesThe forum was about to start.http://www.blogger.com/profile/00276604870570134445
- 8. Introduction: First SpeakerProf. YolyIbarle introduced the first speaker of the forum.http://www.blogger.com/profile/00276604870570134445
- 9. The First SpeakerMs. Marla Alvarez of Thomson Reuters was the first to talk about their company.-Ambassador to Manila Thomson-Reuters-21 years experience in corporate communication and public relations-MASCOM @ UP Dilimanhttp://www.blogger.com/profile/00276604870570134445
- 10. Some of the first speakers slidesMs. Alvarez discussed Thomson Reuters. Who they are, what they do, and Who they serve.http://www.blogger.com/profile/00276604870570134445
- 11. She also talked about the Employee Global Footprint and the value chain of Thomson Reuters in Manila.http://www.blogger.com/profile/00276604870570134445
- 12. A Long and Rich HistoryI found out that Thomson and Reuters merged on 2008. And both companies started way back 19th century.-business was built for the need of past trustworthy, accurate and valuable information-legacy still continued now(still in imprint but moving on to the electronic space)-2007 Thomson acquired Reuters Group to create the Worlds largest information provider & news media organizationhttp://www.blogger.com/profile/00276604870570134445
- 13. Brand EvolutionFrom Thomson and Reuters to the current Thomson Reuters logo.-Blue represented stability, masculinity(male-dominated industry)http://www.blogger.com/profile/00276604870570134445
- 14. The inspirationThe speaker talked about how they come up with the new logo of Thomson Reuters.She showed a video that gives a better idea of how the logo was developedhttp://www.blogger.com/profile/00276604870570134445
- 15. The New LogoThe speaker let the audiences guess the number dots found in the logo of Thomson Reuters.http://www.blogger.com/profile/00276604870570134445
- 16. Knowledge to actThere are 108 dots of different orange contrast. (believed to be a spiritually significant number across many different cultures; also thought to embody mathematical clarity and simplicity)http://www.blogger.com/profile/00276604870570134445
- 17. The Logo and Configurationshttp://www.blogger.com/profile/00276604870570134445
- 18. Vertical ConfigurationMostly used in Social Network pages and other websitesLogo: Kinesis-a motion in response to an external stimulus-dynamism of intelligent information that keeps evolving into different things into different peoplehttp://www.blogger.com/profile/00276604870570134445
- 19. Visual Branding ElementsAs the speaker mentioned, a visually enticing and pure and clean logo can really help in marketing the company. The colours have different meanings.White-objectivityOrange-optimism,energy, and knowledgeGray-humanityBlue, violet, red, & Green- Agility(white being the most important because it is the perfect backdrop for every color)Corporate font: Knowledgehttp://www.blogger.com/profile/00276604870570134445
- 20. Brand ambassadors and Idea14 touch points were explained and the most important is the BRAND AMBASSADORS (employees)-people speak highly of the company and employees refer their friends to Thomson ReutersIntelligent information: example>> knowledge that will probably lead to the cure to cancerhttp://www.blogger.com/profile/00276604870570134445
- 21. AttributesOptimism-to serve customersHumanity-straightforward and speak like real people(informal company with average age of 27 years old)Agility-diverse customer(lawyers, scientists, etc)Clarity-simplify answers to complex questionshttp://www.blogger.com/profile/00276604870570134445
- 22. PillarsPillars are based on the following expectations:-global company-Accurate and unbiased-Timely -trusted - customer orientedhttp://www.blogger.com/profile/00276604870570134445
- 23. Bringing The Brand to LifeAnnual report on website:thomsonreuters.comApplying branding principles in all collaterals:Bags, brochures, calling cards, etchttp://www.blogger.com/profile/00276604870570134445
- 24. McKinley Office SnapshotsHead office-#3 Time Square NYCRecruitment hub in McKinley Hill Taguighttp://www.blogger.com/profile/00276604870570134445
- 25. Worlds Largest International News AgencyReuters is a recognition of the long history: 160 years oldBig events all over the World: Reuters always there (EDSA Revolution, death of Gandhi, fall of the Berlin Wall, etc)http://www.blogger.com/profile/00276604870570134445
- 26. Thomson Reuters and newsroomThey have retained Reuters because it referred to the new service(news and media services business)http://www.blogger.com/profile/00276604870570134445
- 27. Drama and ActionPhotos exhibited annually(100 best photos WORLDWIDE)http://www.blogger.com/profile/00276604870570134445
- 28. Question and AnswerAnnual Best Global Brand:2008: #442009: #402010: #39(better than Citi and Gucci)Question and Answerhttp://www.blogger.com/profile/00276604870570134445
- 29. AppreciatedMs. Marla was awarded the Certificate of Appreciation by the AGSB.BRAND IDEA:Doing amazing things with intelligent informationhttp://www.blogger.com/profile/00276604870570134445
- 31. Shakeys HistoryThe speaker was the Executive Vice President CEO of International Family Food Services Inc, Mr. Vicente Gregorio who was also an alumnus of Ateneo Graduate School of Business.He discussed the history of Shakeys.http://www.blogger.com/profile/00276604870570134445
- 32. Who Started What?Sherwood Shakey Johnson(American GI who acquired malaria during WWII thats why he had the shakes) and Ed Plummer established Shakeys in Sacramento California in 1954.http://www.blogger.com/profile/00276604870570134445
- 33. The Decline-first major pizza chain during 1975 in Makati. #1 for a period of time until it dropped to #3 on 2003.-low morale due to 5 years of no increase felt by anyone-he had faith in Shakeys because he grew up with the brand and worked with Shakeys when he was still in College.http://www.blogger.com/profile/00276604870570134445
- 34. Going back to BasicsThe speaker discussed about the Vision and mission of the company.http://www.blogger.com/profile/00276604870570134445
- 35. Vision and MissionVISION- memorable experience with the BrandMISSION- To WOW everyone was imposed since 2003http://www.blogger.com/profile/00276604870570134445
- 36. Core ValuesCore Values-crucial to turn things aroundhttp://www.blogger.com/profile/00276604870570134445
- 37. Focus Brand re-building:Shakeys had 99.9% awareness but not top-of-mindOperational excellence:Focus on tiny details because its one of the most profitable business if you do it right(do it with passion)People:-Employees should live and execute the brand-customers need to see and receive the promise of the brandhttp://www.blogger.com/profile/00276604870570134445
- 38. New Brand Position: Fun, Family, PizzaAt late 90s, managers came from the fastfood industry(their comfort zone) so Shakeys atmosphere became like a fastfood(bright lights, small space, etc)To reposition the Brand, 3 things were consideredFUN: everything in the store must be fun(colors, food, ambiance, etc.)FAMILY: cater organic and social familierPIZZA: social food that should cater to the FAMILYhttp://www.blogger.com/profile/00276604870570134445
- 40. PromotionsPromo: P140 or up per person-provide great ambiance and greater value while maintaining affordable priceshttp://www.blogger.com/profile/00276604870570134445
- 41. Brand InitiativesAt some point noticed they needed to make PIONEERING INITIATIVES and stop being just REACTIVEShakeys-On-Wheels-vehicle used for events or special requestsLive Radio-they have a professional DJ in stores whom you can call to request a song and dedicate to anyonehttp://www.blogger.com/profile/00276604870570134445
- 42. Brand InitiativesVolleyball League -elevated the standards of Philippine volleyball-volleyball is more fun and sexier(women)-biggest event in VolleyballUniforms-classy and preppy-not cheap, so it helps employees to be proud of what they dohttp://www.blogger.com/profile/00276604870570134445
- 43. Operational ExcellenceOBJECTIVE:Operational Excellence-change in philosophy(shown in the next slide)http://www.blogger.com/profile/00276604870570134445
- 44. Inverted Triangle approach-Guest as top priority-guests are supported by the front liners(store teams)-store teams are supported by area managers-top management cant be bossy, they need to help and serve the front linershttp://www.blogger.com/profile/00276604870570134445
- 45. Action-New products, services, surprise branch visits, and web presence are some of the things done by the management to provide excellent Operations and service.-dial 77-777-order and pay online and let anyone eat for free anywhere.http://www.blogger.com/profile/00276604870570134445
- 46. Another Key: People-hire, train, and keep new peopleTIP: if an employer asks if youre a good manage, answer with passion and dont just say youre good, but say youre a GREAT Manager.-people should be energized, influential, excellent, and should be able to executehttp://www.blogger.com/profile/00276604870570134445
- 47. SEALSReaching out to Corporate Responsibilitieshttp://www.blogger.com/profile/00276604870570134445
- 48. It worked!Efforts were 温敬温姻糸艶糸h岳岳沿://敬敬敬.恢鉛看乙乙艶姻.界看馨/沿姻看韓庄鉛艶/00276604870570134445
- 49. GrowthCompared to the decline of sales on 2003, on succeeding years, growth has been positivehttp://www.blogger.com/profile/00276604870570134445
- 56. Attendance SheetFriday MARKMA class of Vcoach Bong Ungria.http://www.blogger.com/profile/00276604870570134445
- 57. Done(for next session: check session 6 summary)Prepared and Captured by: Jeanne QuitorianoCommentary and Audio Recorded by:JuanchoPascualhttp://www.blogger.com/profile/00276604870570134445