Cs2031 wk6 Full
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The document outlines a marketing campaign for Dr. Oetker frozen pizza. It identifies busy mothers aged 25-40 as the target audience, as they want a quick meal solution but also to provide quality food for their families. The document proposes a 30-second TV commercial showing a mother serving Dr. Oetker pizza to her family when her mother-in-law unexpectedly visits. The commercial aims to show that the pizza is of such good quality that even the mother-in-law approves. The overall goal is to change perceptions that frozen pizza is a lazy food choice by positioning Dr. Oetker as a convenient solution that also delivers on taste and quality.
Cs2031 wk6 Full
- 1. The Pizza CS2031 Week 6 Reinvented Tuesday, 24 September, 13
- 2. The Brief CS2031 Week 6 Make use of the big idea and create a campaign to market pizza. Tuesday, 24 September, 13
- 3. The Brief CS2031 Week 6 Tuesday, 24 September, 13
- 4. The Product CS2031 Week 6 Dr. Oetkers 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 Tuesday, 24 September, 13 Dr. Oetkers frozen pizza has been in the market since the 1970s, and is established for making quality pizza due to the parent companys 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%.
- 5. The Problem CS2031 Week 6 Frozen pizzas are for lazy people, and is viewed as crappy food. Tuesday, 24 September, 13
- 6. Business Goals CS2031 Week 6 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? Tuesday, 24 September, 13 Since theres 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.
- 7. Target Audience CS2031 Week 6 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. Tuesday, 24 September, 13
- 8. Target Audience CS2031 Week 6 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. Tuesday, 24 September, 13 As a mother, you want your children/loved ones to have the best As a woman, you need your off-day, a break.
- 9. The Reason CS2031 Week 6 Mothers need a break. They also want the best food for their children. Quality + convenience = Dr. Oetkers frozen pizza Why are you advertising? What is the basis of your strategy? Tuesday, 24 September, 13 To tell people to take a break from work and eat a proper meal
- 10. Pizza Thoughts CS2031 Week 6 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 Tuesday, 24 September, 13
- 11. Competing Factors CS2031 Week 6 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 Tuesday, 24 September, 13 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
- 12. Our Brand CS2031 Week 6 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? Tuesday, 24 September, 13 Our survey amongst 25 housewives revealed that 88% of them have never heard of Dr. Oetker. When asked why they dont like frozen pizza these were the top 3 reasons: a) If they were lazy, they would rather go outside and buy takeout b) If not, there was delivery, which can promise predictable quality c) Have the perception that frozen pizza is not nutritious/lousy tasting
- 13. Our Brand CS2031 Week 6 What do they feel about our brand? Do they dislike/ignore/forget about it? ... and partly because, through it pains me to say so Dr. Oetkers Ristorante pizzas are not inedible. Jon Henley, 2011, The Guardian Tuesday, 24 September, 13
- 14. Our Brand CS2031 Week 6 What do they feel about our brand? Do they dislike/ignore/forget about it? 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 Tuesday, 24 September, 13
- 15. Our Proposition CS2031 Week 6 Its a quality meal thats good enough for you and your loved ones. What are we going to say to the consumer with our advertising? Tuesday, 24 September, 13
- 16. Desired Response CS2031 Week 6 Oh this pizza is actually not bad! Damn, ill 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 Tuesday, 24 September, 13
- 17. Why believe it CS2031 Week 6 Low sugar and cholesterol Made in Germany Most popular store-bought pizza in Italy & 33 other countries Source: Dr. Oetker Tuesday, 24 September, 13
- 18. Why believe it CS2031 Week 6 Tuesday, 24 September, 13
- 19. The Big Idea CS2031 Week 6 The power to solve problems. Tuesday, 24 September, 13
- 20. The Tagline CS2031 Week 6 So good, its gotta be homemade Tuesday, 24 September, 13
- 21. The Strategy CS2031 Week 6 Demonstration. Tuesday, 24 September, 13
- 22. The Message CS2031 Week 6 You deserve a break. Your family deserves the best. Dr. Oetkers. Tuesday, 24 September, 13 Reason: Once they get out of office, theyll 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.
- 23. The Campaign CS2031 Week 6 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. Tuesday, 24 September, 13
- 24. The Summary CS2031 Week 6 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. Tuesday, 24 September, 13
- 25. Fin. CS2031 Week 6 Tuesday, 24 September, 13
- 26. Fin. CS2031 Week 6 Tuesday, 24 September, 13