Study project - MA Marketing Dublin Business School Date: 02-08-13 Strategy communication to launch a particular product

1. Colgate Kitchen Entrees
In the Irish Market
Audrey JASPART

2. Overview
1. Brand
2. Creative
strategy
3. Media -
Innovation
4. Eyes on
the prize

3. 1. Brand
• The brand identity : Colgate
• The product: frozen ready meal
• The market of ready-meal
• The competitors analysis

4. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Brand Identity
“World of Oral Care”
Colgate has subcategorized its product into:
1.Oral Care Products
2.Professional Oral Care
3.Personal Care (Marketed as Palmolive)
Oral Care
Products
Professional
Oral Care
Personal Care

5. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Brand Identity
1. Colgate Oral Care Products

6. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Brand Identity
2. Colgate Professional Health Care Products
Colgate Markets a range of professional health care products some of which
are prescription medicines like Perio Guard, Prevident and Phos-Flur

7. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Brand Identity
3. Colgate Personal Care Products
Colgate being a subsidiary of
Colgate Palmolive its Home and
Personal care products are
marketed by the brand name of
Palmolive
The products marketed are:
- Shower Gels
- Bath Soaps
- Liquid Hand washes
- Bath Foams
- A Range of men‟s shaving products

8. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Brand Identity
Brand identity prism
Personality
Culture
Self Image
Reflection
Physique
Relationship

9. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 The product
“Colgate’s Kitchen Entrees”
Launch date: 1982
The idea: Capitalize on the popular Colgate brand to sell a new line of
frozen dinners. The idea must have been that consumers would eat their
Colgate meal, then brush their teeth with Colgate toothpaste.
 The problem: The trouble was that for most people the name Colgate
does not exactly get their taste buds tingling. This not only failed to draw
customer attention, but also reduced its sales of toothpaste.

10. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 The product

11. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Market of ready-meal
 Currently, this market includes:
– Canned/Preserved Ready Meal
– Chilled Pizza
– Chilled Ready Meals
– Dinner Mixes
– Dried Ready Meals
– Frozen Pizza
– Frozen Ready Meals
– Prepared Salads

12. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Market of ready-meal
 Markets
• Consumers:
- restrict their socialising expenditure
- spend less on going out
- purchase fewer experience products to
eat at home
• 3 price groups of ready meal:
Discount, mid-range and premium

13. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Market of ready-meal
Consumer trends
1. More women working, loss of cooking skills
2. Demographics and household size
3. Breakdown of the family meal with more individual
lifestyles
4. Income growth
See other information about the market and the environment analysis in appendices 1-2

14. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Competitors analysis
 Direct Market Competitors
Branded and own-brand frozen ready meals are available
Own-Brand frozen ready meals :Brand frozen ready meals :
-Sharwood’s, Green Isle Foods ,The Country
Cooking, Company, Dawn Fresh Foods, Walsh
Family Foods and Cappoquin Chickens, Silver Hill
Foods, Capital Foods

15. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Competitors analysis
 Direct Market Competitors : 2 examples
Bird’s Eye (Brand)
Wide range of breakfast, lunch & dinner
Main media:Television & Bill boards
Messaging: Its dinner time
Tesco (own brand supermarket)
Good food with a low price
Main media : Television & Printing ad
Messaging: Every little helps

16. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Competitors analysis
 Indirect Market Competitors
There are the competitors who have different products but the
customers are same:
– Restaurant
– Fast food : burger king, subway…
– Canned/Preserved Ready Meal
– Chilled Pizza/ Chilled Ready Meals
– Dinner Mixes/ Dried Ready Meals
– Prepared Salads
See other information about competitors environment in appendix 3

17. 2. Creative
strategy
• The problem to solve
• The objectives
• The target
• The positioning

18. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Problem to solve
How promote the Colgate ready-
meal consumption even though the
brand positioning and market is
different?

19. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Objectives
1. Cognitive:
– Inform consumers about our new product and our positioning
– Indicate advantages, benefits and originality of our product‟s range
– Help consumers to recognize the product‟s range
2. Affective:
– Create a good feeling in the mind of our consumers
– Install at the target, an image in accordance with an advertising positioning
3. Conative:
– Attract the target on the point of purchase

20. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Targets
Core target
• Mothers who have youngest children 6 or over,
with financial position better, who work and
have no time to cook, who prize health and
quality especially in food (customer)
Primary target
• Family with two or one parents,
parents who work and don’t have
time to cook, who prize health and
quality especially in food
Secondary target
•young single people not living
with parents or children,

21. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Targets
Core target

22. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Positioning
 Promise of our product
Quick to cook
For several people (4-5p)
Good for health

23. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Positioning
 Reason why
- Variety of frozen ready-meal with foodstuffs good for
health like vegetables, fish and meal
- Large portion to feed a family
- Microwaveable

24. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Positioning
 Marketing Mix: 4P
• Product: large quantity 4/5 persons,
good for health, microwaveable
• Price: premium price but reasonable
for a family
• Place: supermarkets such as
Dunnes, Tesco, Mark & Spencer
• Promotion: campaign of 1 year to
promote our product

25. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Positioning
Tone used

26. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Positioning
 Concept
Remove mom's guilt feeling who do not
have time to cook, by offering products
holy and balanced for the whole family

27. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Positioning
Family Gourmet
inspired by Colgate

28. 3. Media -
Innovation
• Actions
• Annual media planning
• Budget

29. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions
Inform consumers and make
know the “Family Gourmet”
inspired by Colgate
Awareness

30. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Public Relations
Press
report
Press
conference
Press
release
Launch: second Tuesday
on September 2013

31. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 In-store to attract the target

32. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Celebrity endorsement : Rachel Allen
To generate actual purchase
behavior and to promulgate the
new brand image
•Where: in advertising
•Who: Rachel Allen, an Irish
Celebrity Chef known for her work
on television and as a writer. She
represents the target.

33. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Television advertisements - Prime time (30 sec)
RTE News, CNN News: the ad will be shown in the
mornings when working people usually leave scan
the news before leaving for work and in the
evenings when they come back from work and
usually have free time to relax.
RTE One and RTE Two : they are the
most popular channels in Ireland
Nickelodeon : it’s a kids channel and working
mothers usually spend time with their children
watching television.

34. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Storyboard for the TV ad
A working mother (Rachel Allen) is sitting in her office and is almost getting
prepared to leave for home. She is worried, irritated and tired. She is thinking
about how tough and tiring it would be for her go back home after a tough day
and having to cook for her family. She is thinking about it all the way how her
husband and her kids will be screaming and frustrated at being hungry. She
reaches home, opens the door and heats up “Family Gourmet” inspired by
Colgate. Her husband and her kids are happily enjoying their meal. The frozen
ready meal is on the table next to the microwaves. Product slogan comes on the
screen.

35. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Storyboard for the TV ad

36. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Magazines which target working women
Positive Life- Nearby one of the major articles in the magazine (three-monthly)
Easy Health- On the front page of this magazine , since our product is health oriented
and people usually take their eating preferences by referring to it (monthly)
Red magazine- It is a women’s special magazine (monthly)
Women and Home- A popular Irish magazine (monthly)

37. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Radio
RTE Radio One and RTE Two FM:
Both popular channels in Ireland. The timings would be
7:00 to 10:00 in the morning and 4:00 to 8:00 in the
evening when working women are usually leaving for work
(15 seconds)

38. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Billboards
Billboards with the product slogan and picture will be strategically places
across
Where:
•The city centre
•Near all Retailing Units
•On major motoring highways where it will be visible while driving down.
•On Major buses with routes around the city.
•Nearby corporate offices.

39. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Billboards
Create a billboard Maud??
See the billboard in appendix 4

40. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions
Digital Package
 Ads on Internet/ Google Ads
 Website and social network
 Free app
 Newsletters

41. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Digital Package
 Internet

42. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Digital Package
 Digital: website & social network
• Where: Thanks to our own website
www.familygourmetbycolgate.ie and our Facebook page
“Family Gourmet inspired by Colgate”
To question a nutritionist about our frozen ready meal and to
give nutrition information to consumers  affective objective

43. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Digital Package
 Digital : free app
To accompany women throughout the day for they remember
the brand
• Where: free apps on Smartphone
downloadable from the website
• What: an electronic calendar where
women can write their family tasks
for each day

44. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Digital Package
 Newsletters
To bring nutrition information to our
target access on “Family Gourmet”
inspired by Colgate and the family
• Where and when: Thanks to a
three-monthly newsletter send our
target and available on the website.
•What: the newsletter present our
product

45. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions
Create a good feeling in the
mind of our consumers and
attract them / Bonding

46. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Contest
To participate in a draw after answering 3 questions on nutrition
• Where: thanks to the Facebook page and our website
Information of the game relayed on the packaging
•Who: women/moms
•For what: to win a body care/ relax care
•Good way to complete the database
Special Mother’s Day

47. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Sponsorship
•Sponsorize “Discovery Health”
on the Discovery Channel
•Since the product aims at
healthy food, sponsoring it
would position our product as
healthy in the minds of our
consumers

48. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Contest: compose the new recipe
To involve consumers
• What: to compose the new recipe of ready meal “Family
Gourmet”. The 3 best recipes selected by Colgate will be
propose on the facebook page where fan could be vote for their
favorite.
•Who: family game
•For what: to win a travel and one year of “Family Gourmet”
products

49. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions
Attract the target on the point
of purchase/ Purchase

50. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Events
To have a stand in Irish festivals where people can taste our
product
 Irish food festival
 Taste festival

51. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Discount voucher online
To get a database
• Where: on our website : www.familygourmetbycolgate.ie ,
customers
•How: on the packaging of “Family Gourmet” product,
customers are invited to join us in our website to receive a
discount voucher  They have to complete information about
us.

52. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Conclusion - Actions
 Create a Word-Of-Mouth positive

53. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Annual media planning
 Stage 1: Awareness / Inform consumers and make know
the “Family Gourmet” inspired by Colgate
Media Name September October November December
TV (30s) RTE One/ Two
RTE News/ CNN News
Nickelodeon
Magazines Positive life (3-monthly) X X X X
Easy Health (monthly) X X
Red magazine (monthly) X X
Women and home (monthly) X X
Radio RTE Radio One
RTE Two FM
Billboards On bus
Urban / city
Internet Banners on blog and website related with food
Digital package website, social network, apps, newsletter
Public Relation press conference, report
In-store point of purchase and packaging
Sampling
Celebrity endorsment Rachel Allen

54. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Annual media planning
 Stage 2: Bonding / Create a good feeling in the mind of
our consumers and attract them
Media Name January February March April
TV (30s) RTE One/ Two
RTE News/ CNN News
Nickelodeon
Magazines Positive life (3-monthly) X X X X
Easy Health (monthly) X X X
Red magazine (monthly) X X X
Women and home (monthly) X X X
Radio RTE Radio One
RTE Two FM
Billboards On bus
Urban / city
Internet Banners on blog and website related with food
Digital package website, social network, apps, newsletter
Contest: Mother's Day
Sponsorship The programme Discovery Health
Celebrity endorsment Rachel Allen

55. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Annual media planning
 Stage 3: Purchase / Attract the target on the point of
purchase
Media Name May June July August
Internet Banners On blog and website related with food
Digital package
Website, social network, apps,
newsletter
Contest: new recipe
Events Irish Food festival and Taste Festival X x
Discount voucher
online
Celebrity endorsment Rachel Allen
See the complete media-planning in appendix 5

56. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Budget
Internet banners : = 7 500 € (0,40 cts /clic)
Magazines: 4510 € / right full page color = 36 080 € (4 mag, 2 months)
2900 € / right half page color = 34 800 € (4 mag, 3 months)
Radio: 7am-10am : 20 €/s = 1800 € (3spots /day)
4pm-8pm: 18 €/s = 1080 € (2spots/day)
= 950 000 € (5 months)
TV: 7am-9am & prime time = 46 M€ (5months)
Billboards: Bus 220 000 € (7days, 2 600 faces) = 461 340 €
Urban 850 000 € (7 days, 14 000 faces)= 18 M€ (5 months)
≈ 66 M €
 Media

57. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Budget
 Non Media:
Internet website (creation): 1 500 €
App: 2 000 €
Events: 8 000 € (goodies, place, staffs…)
Contest (Mother day’s) 2 500 €
Contest (New recipe) 5 000 €
Discount voucher 100 000 €
Celebrity 10 M€
10 119 000 €
≈ 76 M € (Media, non-media)

58. 4. Eyes on
the prize
• Evaluation/ Control

59. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Evaluation/Control
1. Registration on the website to participate at our contest : “compose the new recipe”
 Data base
2. Send the Newsletter at our data base and invite us to participate at ours contests
3. Comments in the social network  how people feels with the product (complaints,
thanks…)
4. Freefone ® number
Stage 1: Awareness / Inform consumers and make know the “Family
Gourmet” inspired by Colgate
Stage 2: Bonding / Create a good feeling in the mind of our consumers
and attract them
1. Number of visit on our website and number of fans on our facebook page
2. Registration on the website to have discount, samples, newsletter, apps
 Data base

60. 1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Evaluation/Control
Stage 3: Purchase / Attract the target on the point of purchase
1. Customers survey about why they buy the product, what they think about,
period, quantity….
 Available and send: facebook, data base, newsletter, website
2. Number of discount vouchers used
3. Study if our commercial operation permitted to increase sale
 More sells after an operation ?
 Look on number of sells

61. Thanks for
your
attention

62.  Reference List
-Euromonitor (2011) „Ready meals in Ireland”, Euromonitor. Available at:
http://www.euromonitor.com/ready-meals-in-ireland/report (Accessed: 03 March 2013)
-Datamonitor (2011) “Ready meals market in Ireland to 2014?”, Datamonitor. Available at:
http://www.datamonitor.com/store/Product/ready_meals_market_in_ireland_to_2014?productid=DBCM877
9 (Accessed: 03 March 2013)
- http://www.colgate.co
-Henchion (no date) “Ready meals: The Revolution in Convenience”, Marketing Group, The National Food
Centre [online] (Accessed: 04 March 2013)
-Haig, M. (2003) Brand failures : the truth about the 100 biggest branding mistakes of all time. London:
Kogan Page Ltd.
-http://www.surveymonkey.com/mp/lp/freesurveys-1/