2. NEW
TENDENCIES
Acts
of
kindness
By
this
markeGng
strategy
based
on
giving
free
products
or
discounts
on
the
orders,
customers
will
be
more
faithful
to
the
brand
and
they
will
speak
well
of
the
company.
Healthy
way
of
life
“Being
Healthy”
is
a
trend
and
all
the
products
&
services
related
with
it
will
be
accept
and
consume
by
the
society.
Online
culture
&
Social
media
Society
is
accustomed
to
the
immediacy.
Being
present
on
the
social
media
will
help
the
business
to
get
much
more
known
by
the
consumers.
Sharing
informaGon
with
them
is
the
key
of
the
loyalty
to
the
public.
Citysumers
It
is
consider
a
citysumer
those
urbanites
that
are
demanding
an
open
brand
market.
They
are
users
of
Internet,
spontaneous,
individuals.
They
are
also
claiming
for
a
new
generaGon
of
services,
experiences,
campaigns
and
feed-‐back
with
the
brands
they
love.
They
have
high
incomes
and
high
cultural
level.
Superior
Eco
consump=on
WE
are
living
in
the
green
consumpGon
era,
that
conGnues
growing.
Customers
are
conscious
about
the
importance
of
taking
care
of
the
environment.
It
is
turning
into
a
lifestyle.
There
are
more
products
and
companies
that
do
not
pollut,
because
the
industry
are
aware
about
the
consecuences
in
the
world.
3. Brief brand description
Founded
in
1987,
leader
in
the
category
of
Fast
Food
(pizza),
with
a
wide
presence
in
Spain
and
in
internaGonal
markets
such
as
Portugal,
Chile,
and
Poland.
More
than
24000
employees.
Establishments
No se puede mostrar la imagen. Puede que su equipo no tenga suficiente memoria para abrir la imagen o que ésta esté dañada. Reinicie el equipo y, a continuación, abra el archivo de nuevo. Si sigue apareciendo la x roja, puede que tenga que borrar la imagen e insertarla de nuevo.
4. Time line
1988:
Opens
first
store
in
Madrid
1993:
First
factory.
InternaGonal
expansion.
1995:
Leading
delivery
market
52%.
1996:
LisGng
at
the
stock
market
1998-‐1999:
AcquisiGon
Luxor
Cheese
factory,
increased
market
share
to
62%.
1999:
Change
of
ownership
=
change
of
corporate
culture
and
business
strategy.
2003:
New
corporate
idenGty
and
logo
towards
modernity.
Output
Markets
UK,
Morocco,
France
and
Mexico..
2005:
New
communicaGon
campaign:
moments
round
2006:
Private
capital.
No
lisGng
at
the
stock
market.
5. The
current
product
offer
is
in
a
This
pricing
policy
is
enhanced
diversificaGon
process,
due
to
a
with
conGnuous
offers
and
reposiGoning
strategy
which
promoGons,
like
the
50%
includes
the
significant
increase
discount
or
2x1.
And
even
in
the
variety
of
the
offer.
special
prices
like
the
1€
pizza.
6. Models
of
stores
by
size:
populaGon
areas
of
more
than
30000
inhabitants
(large
surface
area,
greater
investment)
or
less
than
30000
inhabitants
(less
floor
space,
less
investment).
Franchisee
system:
Of
the
630
Spanish
stores,
around
300
are
property
of
the
company,
the
rest
are
franchised.
Minimum
ini=al
investment:
90000
€
Minimum
popula=on:
20000
inhabitants.
Royalty:
5%.
Adver=sing
fee:
3%.
The
Telepizza
main
source
of
income
is
home
delivery,
so
in
its
stores
is
more
important
the
pizza
producGon
area
(kitchen)
than
the
dining
area.
The
kitchen
is
usually
glazed
and
visible
to
customers,
to
convey
a
sense
of
transparency
and
trust.
The
establishment
do
not
care
much
about
decoraGon,
as
the
meals
in
place
are
minority,
and
this
stores
are
not
so
comfortable.
7. The
franchise
system
allows
rapid
geographic
expansion
reducing
economic
risks.
Another
advantage
is
the
standardizaGon
and
low
investment
in
materials,
and
centralize
suppliers.
As
a
disadvantage;
is
that
faciliGes
are
not
comfortable,
so
that
the
consumer
experience
in
the
restaurant
is
not
highly
valued,
and
the
faciliGes
are
used
more
as
a
waiGng
room
to
take
away.
The
company
has
its
strength
in
home
delivery,
that
is
why
has
lem
in
the
background
the
experience
in
the
restaurant.
If
the
brand
wants
to
grow
without
losing
their
idenGty
could
redefine
the
customer
experience
in
the
restaurant,
on
the
one
hand
adjusGng
the
comfort
faciliGes,
creaGng
new
models
for
other
“express"
where
orders
are
addressed
only
to
go
and
collect.
8. Current
posiGoning
of
the
brand
Telepizza,
more
than
pizza.
One
of
the
strengths
is
the
brand
Telepizza
which
describes
its
specialty,
delivering
pizzas.
At
this
level,
the
brand
is
fully
posiGoned,
being
the
market
leader.
Viewing
the
current
threats
to
this
dominant
posiGon,
the
brand
is
looking
for
a
reposiGoning
through
the
sale
of
complementary
products
(salads,
appeGzers
and
desserts)
that
revolve
around
the
main
product,
which
is
the
pizza.
But
the
strategy
of
posiGoning
is
going
further
with
the
inclusion
of
subsGtute
products
such
as
pasta
and
burgers,
seeking
the
company's
growth
and
may
exceeding
the
capacity
of
expansion
of
the
brand.
Pro:
it
broadens
the
potenGal
audience,
being
a
higher
offer
may
aqract
public
that
was
not
interested
before.
Cons:
Dispersion
of
brand
image,
it
loses
its
characterisGc
of
"specialist”
Risk:
If
you
stop
being
who
you
are,
you
can
lose
your
posiGon.
From
the
point
of
view
of
the
consumer
also
is
trying
to
reposiGon
the
brand
to
become
perceived
as
a
service
where
food
is
healthy,
emphasizing
that
the
products
are
fresh
and
the
value
of
the
mediterranean
diet.
Telepizza
is
also
posiGoned
as
a
young
brand,
fresh
and
original.
9. Analysis
of
the
communicaGon
campaigns
The
agency
JWT
(J.
Walter
Thompson)
Delvico
is
the
responsible
for
developing
communicaGon
campaigns
in
recent
years,
which
remain
common
elements
that
give
coherence
to
the
brand.
This
adverGsing
agency
has
won
recogniGon
for
his
parGcular
style
based
on
originality
and
sense
of
humor,
elements
that
have
been
transmiqed
to
the
image
of
the
company,
achieving
a
unique
style.
The
language
is
fresh
and
fun,
concrete
and
direct,
and
always
based
on
a
sense
of
humor,
through
these
elements
have
achieved
a
style
that
differenGates
them
directly,
as
well
as
make
an
impact
for
their
originality.
The
consistency
is
reinforced
by
the
creaGon
of
a
melody
that
sounds
in
all
the
campaigns.
Since
June
2007,
the
year
360
Homenages
Telepizza
the
brand
has
developed
its
own
language
in
their
communicaGon,
based
on
humor,
with
which
to
reach
your
target
audience
and
aqract
new
audiences.
They
have
achieved
great
impact
on
the
audience
recovering
iconic
elements
like
the
series
Baywatch
and
the
Locomia’s
Hit
applied
to
its
Martes
Locos.
Recent
campaigns
under
the
concept
of
mixture
of
antagonisGc
characters,
a
fun
way
to
launch
the
individual
menus.
Other
campaigns
such
as
No=cias
de
Andar
por
Casa
or
Reconcialiaciones
give
more
importance
to
children,
conveying
the
image
of
the
product
with
a
family
value,
while
maintaining
consistency
of
brand
style
based
on
originality
and
sense
of
humor.
10. No
table
service,
furniture
and
interior
design
is
not
very
careful,
and
the
decoraGon
is
summarized
by
the
promoGons.
The
kitchen
occupies
the
central
place,
usually
in
the
entry,
separated
by
glass
to
convey
the
idea
of
hygiene
and
transparency.
Personal.
Usually
young,
because
the
business
model
structure
based
on
part-‐Gme
contracts.
They
are
usually
very
busy,
and
sympathy
depends
on
the
person.
There
are
many
complaints
on
the
internet
for
low
wages
and
precarious
contracts,
these
circumstances
may
make
the
service
less
right
than
it
should,
in
the
establishment
in
home
delivery
by
telephone.
Brochures.
The
technique
of
the
mailshot
is
a
tacGc
used
by
Telepizza,
the
zone
of
influence
of
each
store
is
the
focus
of
this
deal,
that
cyclical
distributes
specific
offers.
11. Internet.
Telepizza
has
developed
a
website
where,
amer
registraGon,
you
can
make
your
order
in
a
fluid
form,
also
offering
informaGon
on
all
types
of
promoGons
and
a
Gmeline
that
indicates
how
long
it
takes
for
the
order
to
arrive
to
your
domicile.
Smartphones.
Based
on
the
same
web
system,
it´s
been
created
an
applicaGon
for
smartphone.
Since
these
applicaGons
can
be
ordered
conveniently,
allowing,
for
example,
ordering
while
from
the
subway
or
bus
to
get
to
your
house
at
the
same
Gme
as
you.
Social
Media.
There
are
acGve
profiles
in
the
main
social
media,
like
Facebook
or
Twiqer,
and
even
some
campaigns
has
been
created
based
on
this
media
like
“la
pizza
del
millón
de
fans”
.
Packaging.
The
use
of
packaging
in
pizza
delivery
presents
some
peculiariGes
as
it
is
being
used
as
a
support
for
self-‐promoGon.
12. MARKET RESEARCH
95%
of
respondents
said
they
use
fast
food,
the
same
percentage
menGoned
the
pizza
fas
a
preference.
They
are
referred
to
8
different
brands
of
pizza,
including
Telepizza,
which
is
menGoned
65%
of
the
Gme,
being
the
first
choice
in
45%
of
cases.
Regarding
complementary
or
subsGtute
products
sold
in
Telepizza,
a
percentage
of
20%
doesn´t
know
about
this
product.,
the
hamburgers
are
menGoned
in
40%
followed
by
salads
(30%)
and
pasta
(25%).
13. GRAPHIC IMAGE
The
current
corporate
image
Telepizza
was
changed
in
2003
and
was
established
in
all
its
stores
to
over
2004.
The
new
logo
keeps
the
red
as
dominant
color,
but
reduces
to
a
minimum
range
of
colors
(white
on
red
background
or
red
on
white)
in
addiGon
to
eliminaGng
graphics.
The
symbol
or
logo
has
no
imagotype
and
concentrates
on
the
typography
of
the
brand.
The
naming
of
the
brand
is
one
is
their
best
assets,
as
it
indicates
the
product
(pizza)
and
how
to
get
it
(phone),
strengthening
the
company's
compeGGve
posiGon.
The
colours
of
Telepizza
have
meaning.
Red
is
the
foundaGon
of
any
pizza,
tomato,
and
is
a
warm
color,
warm,
high
temperature,
essenGal
aqributes
for
a
pizza
that
has
to
be
delivered
at
home.
White
is
the
symbol
of
hygiene
and
cleanliness.
All
kitchens
have
glass
shops,
everything
is
transparent
and
hygiene
is
above
anything.
The
red
white
combinaGon
is
part
of
the
family
Telepizza.
Applica=ons:
in
all
products,
in
this
case
always
has
the
logo
as
a
visual
reference.
Delivery
vehicles
and
packaging
Graphic:
brochures
and
press
adverGsing,
Web,
rules,
establishment…
The
varia=ons
of
the
logo
in
these
applicaGons
are
always
based
on
the
target
and
/
or
red,
avoiding
any
kind
of
variaGon.
14. COMPETITORS
How
is
the
posi=on
of
brands?
The
Delivery
Service
is
with
How
is
the
image
graphic?
guaranty
of
giving
the
money
back.
Logo:
The
logotype
is
formed
by
a
domino´s
figure.
The
three
Brand
Values:
points
represent
the
first
three
stores
of
Domino´s
Pizza.
It
Puxng
people
first
is
based
on
bright
blue
and
red
colours.
Moreover
it
is
Demanding
intergrity
simple
and
easy
to
remember.
Striving
for
customer
loyalty
Packaging
Delivering
with
smart
hustle
and
posiGve
energy
The
logo
is
presented
in
the
boxes
of
the
company
and
it
is
Winning
by
improving
results
everyday
very
visible.
The
box
has
six
sides
to
introduce
the
product
in
a
comfortable
way
and
the
logo
takes
up
the
most
Supports
of
its
values:
In
relaGon
with
giving
priority
to
people,
surface
of
the
box.
they
promote
acGons,
which
reflect
its
commitment
with
the
society.
Its
takings
go
to
help
poor
communiGes,
cancer
sufferers,
educaGon,
and
supporGng
Member´s
Company,
as
well
as,
promoGng
art
and
culture.
The
company
works
to
offer
a
good
How
is
the
brand
experience
on
the
touchpoints?
service
to
clients,
with
the
purpose
of
keeping
their
fidelity.
They
The
company
worries
about
the
needs
of
customers.
It
did
it,
through
customized
products,
creaGng
new
ingredients,
offers
products
with
guaranty,
so
it
means
that
the
product
offering
a
product´s
guaranty
and
knowing
the
opinion
of
clients
is
changed,
if
the
customer
receives
it
later
or
in
bad
through
the
social
media.
condiGons.
The
relaGon
with
clients
is
comprehensible
and
friendly.
How
is
the
communica=on?
Its
communicaGon
wants
to
transmit
a
colloquial
and
closeness
language.
What
are
the
innova=ons
of
the
last
years?
Domino’s
gives
importance
to
the
online
communicaGon.
Social
Offering
an
applicaGon
on
IPad
to
make
possible
the
networks,
Website
and
blogs
have
an
important
role
on
the
personificaGon
by
clients.
The
company
interacts
with
the
company´s
communicaGon.
In
this
way
they
know
the
users´
user
and
reinforces
the
originality
of
the
brand.
complaints
and
try
to
resolve
them.
InnovaGon
on
the
products
by
introducing
new
recipes.
15. COMPETITORS
How
is
the
communica=on?
The
brand
values
appear
on
its
communicaGon.
Its
ads
show
a
familiar
atmosphere
and
natural
It
is
posi=oned
as
a
familiar
brand.
products.
According
to
its
graphic
image,
the
landscape
of
farms
and
wheat
fields
are
very
common
in
its
ads.
Moreover
they
emphasize
What
are
the
values
that
they
achieve?
the
home-‐loving
values
with
its
claim
"Como
en
casa,
en
ningún
TradiGon,
quality,
origin
si/o".
The
language
is
familiar,
emoGonal
and
kind.
Which
func=ons
support
the
values?
How
is
the
image
graphic?
The
selecGon
of
the
ingredients
is
made
carefully.
Logo:
The
logo
contains
the
image
of
country
house
surrounds
of
How
is
the
communica=on?
vegetaGon.
In
this
way,
it
represents
clearly
the
brand
values,
as
The
company
is
coherent
with
its
brands
values
by
ads
that
show
a
tradiGon,
nature,
and
quality.
Moreover,
the
name
of
Casa
familiar
atmosphere
and
natural
products.
Tarradellas
refers
to
homemade
products
and
familiar
values.
According
to
its
graphic
image,
the
landscape
of
farms
and
wheat
Packaging
fields
are
very
common
in
its
ads.
Moreover
they
emphasize
the
The
logo
appears
on
a
figure
of
a
slice
of
pizza,
and
moreover
the
home-‐loving
values
with
its
claim
"Como
en
casa,
en
ningún
si/o".
package
shows
the
landscape
where
the
company
is
located.
The
language
is
familiar,
emoGonal
and
kind.
How
is
the
brand
experience
on
the
touch
points?
What
are
the
values
that
they
achieve?
The
products
are
well
posiGoned
on
the
supermarket.
Its
locaGon
TradiGon,
quality,
cramwork,
origin
aqracts
the
customer
aqenGon.
Which
func=ons
support
the
values?
What
are
the
innova=ons
of
the
last
years?
The
company
selects
carefully
its
ingredients.
The
company
uses
its
Website
and
Youtube
channel
to
offer
receipts
made
with
its
products.
In
this
way,
they
do
an
enjoyable
communicaGon
and
involve
the
users
to
its
products.
CreaGon
of
a
research
center
to
improve
the
quality
of
the
flour.
16. COMPETITORS
Experience
for
the
customer.
McDonald’s
brand
mission
is
to
be
our
customer’s
favourite
place
to
eat.
1.
Placing
the
customer’s
experience
at
the
core
of
all
they
do.
2.
Commitment
with
the
society.
3.
OperaGng
the
business
ethically.
Touchpoints:
4.
PromoGng
innovaGon
and
creaGvity.
Its
restaurants
are
very
confortable,
modern
and
clean
in
order
5.
Striving
conGnually
to
improve.
to
create
the
“McDonald's
Experience”.
The
company
takes
care
about
its
customer’s
demands
and
Communica=on:
McDonald’s
focuses
its
communicaGon
on
creaGng
a
complaints.
There
is
a
system
for
receiving
and
analysing
halo
of
happiness
around
its
products
and
services.
The
tone
of
the
language
is
kind,
colloquial
and
familiar.
suggesGons
from
clients.
Innova=ons:
Adver=sing
campaigns:
By
its
ads
the
company
shows
the
quality
of
its
McDonald’s
is
changing
the
concept
of
“Fast
Food”
into
“Good
products
focusing
on
the
origin
of
them
(“The
beef
comes
from
Toledo”).
Fast
Food”.
Its
ads
show
happy
moments
presented
by
young
people
and
children.
By
McDonald’s
takes
care
about
the
quality
of
its
products
from
its
its
ads
McDonald’s
focuses
on
its
children
target
by
using
colourful
origin
to
the
service
on
the
restaurants.
images.
The
company
is
innovaGng
on
the
customer’s
service
by
Its
most
powerful
campaign
was
created
under
the
moqo
“I’m
lovin’
it”
offering
improvements
on
its
restaurants
such
as
decoraGon,
related
with
sports,
Olympic
games
and
healthy
food.
pay
with
credit
card,
free
WIFI
and
extending
its
hours.
Graphic
Image:
Changing
the
image
of
the
company.
The
“M”
of
McDonald’s
is
a
symbol
well
known
around
the
world.
It
does
Change
the
idea
of
“Fast
food”
into
a
healthy
and
eco-‐friendly
not
need
a
descripGon
that
defines
its
representaGon.
concept.
The
characterisGc
red
colour
of
its
logo
is
changed
for
In
Europe
the
company
has
changed
the
colour
red
of
its
logo
for
the
green
in
order
to
transmit
that
concept.
green
colour.
The
logo
relates
the
big
M
with
the
idea
of:
A
McDonald’s
franchise
is
like
having
a
gold
mine.
A
place
to
protect
yourself
under
de
M’s
arches
17. COMPETITORS CONCLUSION
What
is
useful
for
the
Telepizza
business?
-‐In
the
case
of
Domino´s
the
use
of
the
Website
is
well
done,
and
it
is
outstanding
how
the
company
works
to
keep
a
good
reputaGon
and
idenGty.
-‐In
relaGon
with
Casa
Tarradellas,
this
company
has
important
elements
that
form
the
idenGty
of
a
company
as
a
story,
values
and
it
adapts
itself
to
the
social
media.
-‐McDonald’s
takes
care
so
much
about
its
corporate
image.
Telepizza
should
copy
its
strategy
of
creaGng
an
experience
around
the
consumpGon
of
pizza.
It
is
important
that
Telepizza
reflects
that
it
is
more
than
a
delivery
company.
18. SWOT
ANALYSIS
CONCLUSIONS
WEAKNESSES
STRENGHS
-‐A
market
research
indicates
that
1.
Develop
a
training
plan
for
improving
consumers
have
the
sensaGon
that
food
the
customer
service.
is
much
more
healthy
in
restaurants
-‐Strong
Corporate
Image
-‐Establishments
are
careless
-‐Strong
brand
2.
Offer
healthy
food
in
order
to
aqract
more
customers
to
the
company.
-‐Quality-‐Price
à
products
are
-‐Top
of
mind
expensive
in
relaGon
with
its
-‐Leadership
on
delivery’s
service
compeGtors
-‐Leadership
on
e-‐commerce
3.
Decrease
prices
by
the
development
of
promoGons
and
discounts
of
products.
-‐Delays
in
deliveries
at
home
-‐Customer’s
confidence
-‐Non
qualified
staff
4.
Focus
on
the
quality
of
the
ingredients
-‐Bad
customer
service
used
on
the
pizzas
and
its
other
products.
OPPORTUNITIES
5.
Improve
the
establishments
in
order
to
THREATS
aqract
customers
to
consume
at
them.
-‐Crisisà
society
spend
less
money
on
-‐Introduce
new
products
6.
Develop
a
“customer
plan”
in
order
to
leisure
acGviGes
-‐Human
capital
more
qualified
-‐SubsGtuGve
products
à
quality
of
facilitate
the
products
&
services
offered
-‐Co-‐branding
&
strategic
alliances
by
Telepizza.
frozen
pizzas
is
gexng
beqer
&
cheaper
-‐Increase
the
number
of
franchises
due
-‐New
compeGtors
in
the
sector
to
the
decreasing
of
the
prices
7.
Change
the
concept
of
“Fast
Food”
into
-‐Change
on
the
consumpGon
habits
(influenced
by
the
crisis)
“Personal
Fast
Food”.
The
products
offered
-‐Complaints
&
claims
about
the
service
-‐Less
Gme
to
cook
and
eat
at
home
-‐Campaigns
against
“junk
food”
due
to
by
the
company
are
based
on
its
tastes
&
(workers
&
students)
needs.
the
increasing
obesity
among
the
-‐
-‐Aging
of
the
populaGon
Spanish
populaGon
20. MAIN TARGET DESCRIPTION
Socio
demographic:
Unisex.
People
between
20-‐45
years
old,
from
middle
to
middle-‐high
classes.
They
have
middle
to
high
cultural
level.
They
are
workers
and
City-‐sumers.
In
this
way,
we
consider
a
city-‐sumer
those
urbanites
that
are
demanding
an
open
brand
market;
they
also
have
a
high
cultural
level
and
good
incomes.
Psychographic
level:
They
are
individualists,
users
of
Internet,
they
like
Sports
on
TV
and
InternaGonal
serials.
They
have
an
acGve
social
life.
They
like
pracGcing
Sports.
They
give
importance
to
the
physical
appearance.
22. SECOND TARGET DESCRIPTION
Socio
demographic:
Children
between
5-‐
16
years
old,
from
middle
to
middle-‐high
classes.
Unisex.
UrbaniGes.
Psychographic
level:
They
are
students
and
users
of
videogames
and
technological
devices.
They
are
growing
in
a
changing
environment
because
of
new
Technologies.
They
like
open-‐air
acGviGes.
In
this
target,
we
have
to
differenGate
teenagers
in
order
that
they
are
aware
about
the
importance
of
the
physical
appearance.
They
also
have
an
acGve
social
life.
23. OBJECTIVES OF REPOSITIONING
1.
To
return
to
the
quality
of
the
ingredients.
2.
Improve
the
personal
aaen=on.
RecommendaGons
based
on
the
previous
orders
the
cosumer
has
done.
3.
To
improve
the
establishments
in
order
to
define
the
new
image
as
a
healthier
restaurant.
4.
To
be
a
reference
point
for
children
and
their
birthday
celebraGons.
5.
Adress
more
female
target.
6.
To
be
a
responsible
brand
that
takes
care
about
the
environment.
24. POSITIONING SPEECH
“ Telepizza
does
not
sell
just
products.
It
sells
moments.
It
has
a
strong
top
of
mind
because
its
offer.
In
that
way,
Telepizza
does
not
only
offer
pizza,
it
offers
healthyness,
happiness
and
friendly
moments.
Telepizza
bets
for
the
quality
of
its
ingredients
and
its
personal
aqenGon,
because
the
customer
is
acquiring
his
perfect
moment.
Therefore,
Telepizza
is
dedicated
to
the
personal
fast-‐food.
By
offering
a
individual
aqenGon
depending
on
customer’s
tastes
making
easier
the
process
of
enjoying
friendly
moments.
Telepizza
establishments
are
not
just
delivery
places.
They
are
restaurants,
where
the
customers
could
enjoy
Telepizza
experience.
”
Telepizza
takes
care
about
the
environment.
It
is
an
eco
friendly
company
because
its
materials
are
made
with
recycled
elements.
25. BRAND STRATEGIC TERRITORY
VISUAL
AND
VERBAL
TERRITORY
BRAND
PERSONALITY
BRAN
VALUES
BRAND
IDEA
VISION
26. VISION
The
smile.
That
simple
gesture
changes
a
daily
moment
into
a
special
one,
as
when
people
open
a
gim
converted
into
a
Telepizza’s
box.
No
maqer
the
place,
being
alone
or
with
anyone.
The
most
important
thing
for
us
is
a
customer
smiling
and
enjoying
life
in
every
porGon
of
pizza.
hey
need
a
special
moment,
just
a
smile
...
people
can
always
count
on
Telepizza.
The
secret
of
our
success
is
inside
every
customer:
its
tastes,
needs
and
smiles
caused
by
opening
a
pizza’s
box.
And
we
follow
this
way,
worried
every
day
for
every
smile,
puxng
our
efforts
in
each
product
that
carries
our
secrets
to
the
clients,
and
ensuring
that
whenever
t
27. BRAND IDEA
“Alimenta
tu
sonrisa”
These
simple
words
reflect
the
aspiraGons
of
Telepizza.
This
phrase
adds
emoGonal
value
to
the
brand,
establishing
a
link
with
the
public.
It
tries
to
convey
the
idea
that
consuming
a
product
of
Telepizza
is
a
saGsfying
experience
that
will
produce
a
smile,
and
also
it´s
included
the
feeling
of
happiness
associated
with
the
brand.
This
brand
idea
also
is
directed
to
internal
audiences,
trying
to
be
well
perceived
from
within,
and
that
good
percepGon
will
be
reflected
in
the
workflow
and
business
development.
28. FUNCTIONAL VALUES
1.
Posi=oning
the
customer
as
the
centre
of
the
business.
The
customer
is
the
main
protagonist
of
the
company’s
acGviGes
and
everything
is
determinate
and
address
to
him.
2.
Offering
Quality.
Quality
offered
in
terms
of
products
and
customer
service.
The
ingredients
used
on
the
food,
the
packaging
and
the
way
Telepizza
treats
customers.
3.
Innova=on
in
products
and
services.
The
company’s
purpose
is
to
innovate
day
by
day
on
its
offer
to
the
clients.
For
example:
new
varieGes
of
pizza,
exclusive
ingredients
and
faciliGes
to
place
the
orders.
4.
Commitment
with
the
society.
Telepizza
is
concerned
with
the
society
and
the
company
shows
it
through
discounts
to
unemployed
people
and
students.
Also,
its
packaging
and
the
materials
used
on
its
establishment
are
recycled
in
order
to
protect
the
environment.
29. ASPIRATIONAL VALUES
Enjoy
celebra3ng
everyday
Telepizza
wants
to
convert
its
food’s
packaging
in
presents
that
customers
give
to
themselves
to
celebrate
every
moment.
Happiness
in
small
por3ons
The
porGons
of
pizza
become
porGons
of
happiness
for
the
customer.
The
real
happiness
is
formed
by
small
moments
and
Telepizza
is
conscious
of
that
giving
to
its
customers
the
possibility
of
having
a
perfect
moment.
30. PROOF
POINTS
(I)
Changes
in
offer:
It
is
considered
that
the
brand
should
strengthen
its
value
of
"specialist",
one
of
the
most
important
values
of
its
naming.
Is
not
recommended
the
introducGon
of
subsGtute
product,
which
would
distort
completely
the
percepGon
of
the
brand,
however,
it
is
recommended
extension
of
complementary
products.
The
development
of
a
new
line
of
complementary
products
with
a
greater
variety
of
salads,
starters,
snacks
and
desserts,
with
a
clear
orientaGon
to
healthy
food.
For
example,
recipes
for
celiac
and
vegetarian
pizzas
and
the
introducGon
of
an
integral
dough,
the
subsGtuGon
of
bran
flour
or
desserts
for
diabeGcs.
Channels:
Establishment:
Another
pillar
of
growth
of
the
brand
could
be
based
on
the
enrichment
of
local
experience,
encouraging
the
consumpGon
of
products
on
site
through
deals
and
promoGon.
The
establishment
has
to
transmit
the
values
of
the
brand
through
the
creaGon
of
an
original
graphic
and
decoraGve
language
standardized
in
all
the
restaurant.
It
would
maintain
the
self
service,
like
the
other
fast
food
servers.
Internet:
Enhancing
online
orders,
the
strategy
iniGated
with
the
creaGon
of
the
online
ordering
website
and
applicaGons
for
smart
phones
are
correct,
and
highly
valued
by
customers.
Is
a
fact
that
the
younger
generaGon
consider
new
technologies
as
something
natural,
so
the
company
has
to
tap
the
potenGal
of
these
channels
with
simple
and
intuiGve
applicaGons.
The
social
media
could
be
a
new
channel,
not
only
for
the
communicaGon,
also
can
be
considered
to
order
on
line
trough
the
profiles.
In
this
premises
could
be
installed
a
touch
screen
terminal
to
order
in
the
establishment.
Phone:
Remains
the
majority
of
orders,
so
you
have
to
maintain
the
smooth
operaGon
of
the
service,
improving
and
simplifying
the
process.
31. PROOF
POINTS
(II)
Customer
Service:
Trough
phone
and
in
the
establishment,
the
customer
service
has
to
be
improved.
It
is
proposed
the
establishment
of
regular
courses
to
educate
the
staff
in
the
philosophy
of
the
brand
and
the
importance
that
customers
have.
In
relaGon
with
the
brand
idea
"feeds
your
smile"
we
must
be
consistent
and
employees
should
always
give
a
careful
image
and
friendly
service.
Pricing:
The
pricing
policy
has
been
simplified
in
recent
months
to
avoid
the
confusion
that
produced
the
large
number
of
offers
and
seasonal
promoGons.
It
is
recommended
following
this
strategy
and
establish
a
pricing
policy
more
simple
and
stable.
Avoid
the
saturaGon
of
these
offers
and
more
easily
transmixng.
For
example
discount
for
student
or
unemployed.
Adver=sing:
Brochures
and
charts
must
follow
the
same
concept
of
simplicity,
keeping
the
original
design
and
consistent
with
brand
idenGty.
The
fresh
tone
and
sense
of
humor
in
television
campaign
has
become
a
disGncGve
of
the
brand
,
contribuGng
to
its
posiGoning,
so
it
is
recommended
to
conGnue
with
this
style.
The
contact
in
social
networks:
This
is
an
area
in
which
you
have
to
improve,
delving
into
direct
interacGon
with
users,
trying
to
answer
immediately
the
acGviGes
of
the
followers.
32. NEW PERSONALITY
Enjoyable
According
to
transmit
an
experience
of
brand
and
join
people
with
different
personaliGes,
the
company
will
use
a
fresh
and
funny
style
of
communicaGon
to
achieve
a
pleasant
atmosphere
between
its
customers.
33. NEW
PERSONALITY
Close
It
is
relevant
to
establish
a
closeness
tone
due
to
the
importance
of
the
customer
service.
The
clients
should
feel
that
Telepizza
is
a
place
where
they
are
heard
and
welcome.
34. NEW
PERSONALITY
Commiaed
It
is
necessary
to
generate
profits
for
the
society.
In
this
way,
the
company
could
achieve
a
good
reputaGon
by
taking
care
of
its
customers
and
especially
for
underprivileged
ones,
as
unemployed
people.
This
commitment
will
be
reflected
on
its
style
of
communicaGon.
35. NEW
PERSONALITY
Healthy
Due
to
the
features
of
the
company’s
business,
the
style
of
communicaGon
will
be
based
on
reinforcing
the
healthy
characterisGcs
of
the
products.
36. GRAPHIC IMAGE RECOMMENDATION
Should
Telepizza
change
the
graphic
idenGty?
The
brand
has
got
a
high
level
on
the
top
of
mind
of
the
society
and
we
considerate
that
changing
the
logo
will
create
controversy.
Is
one
of
Telepizza’s
strengths
and
since
its
creaGon
it
has
suffered
just
one
change
(2004).
We
recommend
changing
the
packaging
of
its
new
products:
-‐Healthy
line:
green
colour.
-‐Celiac
line:
purple
colour.
-‐TradiGonal
line:
red
colour.
This
disGncGon
between
the
products
will
help
to
differenGate
the
delivery
orders
and
also
it
personalizes
the
products.
37. LAUNCH CAMPAIGN
New
moao:
“Felicidad
en
porciones”
1.
A
couple
of
newlyweds
are
cugng
a
pizza
instead
of
a
wedding
cake.
We
want
to
enhance
the
concept
of
happiness
and
smile
around
our
brand
idea.
2.
A
marathon
runner
reaches
the
goal
and
receives
a
por=on
of
pizza
instead
water.
Our
purpose
is
to
transmit
the
new
healthy
varieGes
in
our
offer.
3.
A
child
celebra=ng
his
birthday
with
friends.
He
blows
out
the
candles
on
a
pizza
instead
of
using
a
cake.
Taking
into
account
that
our
second
target
are
children
we
want
to
aqract
them
to
the
company
in
order
to
establish
an
emoGonal
link
between
Telepizza
and
this
target.
38. SPONSORSHIP
Telepizza
will
collaborate
with
some
NGOs,
as
Aldeas
en
Acción.
The
money
will
be
collected
from
the
selling
of
its
products.
The
taking
will
be
desGned
to
help
these
NGOs,
which
work
to
help
children
in
underprivileged
socieGes.
The
sponsorships
will
be
known
through
promoGons
on
brochures,
Gcket
purchases
and
adverGsements.
These
acGons
have
coherence
with
its
values
about
the
commitment
with
the
society.
39. FINAL CONCLUSIONS
Amer
assessing
the
environment,
the
brand
and
its
business,
makes
the
following
recommendaGons.
1. Avoid
subs=tutes
product.
It
is
very
important
to
maintain
the
strength
of
the
brand
as
a
specialist,
and
avoid
dispersion
with
products
that
are
idenGfied
with
other
brands.
2. Begng
complementary
products
as
part
of
product
diversificaGon.
Always
around
the
pizza
as
a
main
element.
3. Main
Product
Diversifica=on.
Deepening
the
line
started
with
gluten-‐free
pizzas,
and
vegetarian-‐oriented
kind
of
healthy
food
that
expand
the
potenGal
audience
4. Improve
customer
service,
invesGng
in
staff
training
and
development
of
new
channels
through
new
technologies.
5. Consider
begng
brand
growth
by
improving
the
experience
of
eaGng
in
local
establishments
doing
more
comfortable.
6. Con=nue
with
the
concept
of
disGnct,
original
communica=on.
