The document provides guidance on building and maintaining a successful brand. It discusses three key principles: know your brand, know your customers, and focus on creating value. It then provides examples of successful branding strategies and promotions for frozen food brands like Stouffer's, Klondike, and Red Baron. Metrics show various promotions significantly increased sales. The document emphasizes focusing on the brand, accountability, simplifying processes, communication, execution excellence, and celebrating results.
2. Three Simple Rules
Know your brand
Know your consumers/customers
Focus on value creation 24/7
3. Over 25 Years in Food Selling & Marketing
• 9 Years with Nestle; managed Stouffer Entrees
• 3 Years with Snyder’s of Hanover
• 11 Years with ConAgra; ran Banquet business for 4 years
• 3 Years with Unilever as VP of Marketing for Unilever’s
North American Ice Cream business
• 2 ½ Years with Schwan’s Consumer Brands
4. 52 Week Frozen Pizza Shares
Company $ Share Pt. Change
Total Nestle 38.1 +0.5
Total Schwan’s 25.9 +1.4
Total General Mills 9.8 ----
Source : 52 Week Nielsen + Walmart data ending 9/11/10
5. Three Simple Rules
Know your brand
Know your consumers/customers
Focus on value creation 24/7
6. What does brand knowledge look like?
Clear vision of why your brand exists
Simple
Differentiated
Ownable
Compelling
Stay consistent and true to your positioning
Know your target better than your competition
7. Case Study #1
Stouffer Entrées
Key Insight:
No frozen food company can prepare meals
that taste as good as I can make them
myself. But if anyone can come close, it’s
Stouffer’s.
8. Case Study #2
Klondike Ice Cream Bars
Key Insight:
Klondike is an every day reward for doing
ordinary stuff…..even if it seems miraculous
9. Three Simple Rules
Know your brand
Know your consumers/customers
Focus on value creation 24/7
10. Keys to Consumer Intimacy
Understand their values
Know their motivations
Speak to them on their terms
How
When
What
Build personal relationships by making a difference
11. Freschetta Growth Vision
Unsurpassed freshness in
frozen (pizza).
Approach: Build brand meaning in pizza first, then build expand to close-in categories.
12. Base Business Brand Hero: Jennifer
Core, heavy, loyal user
Mid-30’s, mother, educated, HHI
>$75K
Psychographics:
Discerning, thoughtful, involved
Prefers less of something better, than
more of something mediocre
Pizza is “not a gut-filler” – desires
something better for her family
“I feel better about serving my family Freschetta. All the little
things they do to make the pizza better add up – they make a
difference to me.”
13. 13
Consumer Insight: Why FR?
Jennifer feels confident she’s giving her family the best when she
serves Freschetta….Why?
Believes fresher is better
Freshest in frozen is better (better for you)
Wants to provide the freshest (best) available within constraints of the
category, evening, etc.
Why? Makes her feel good about her role as nurturer…
Why? Takes the time to do little things for her family…shows that
she cares, that they’re worth it…simple way to show love…
Why? Lots of little things – but they add up to something
important; details matter.
Insight: Always looks for a little bit more (better), because little
touches add up and they matter
14. 14
Other Builds on Jennifer
Interests
Family – she is at the center of her family, organizing, coordinating, keeping
everything together
Takes on a traditional maternal role, as it’s been redefined by Millenials
She is an early Millenial
Tech-savvy – comfortable using technology; always a part of her, doesn’t have to
think about it
Used to having choices; processes fast & has well-developed decision screens
E.g. Grew up with cable vs network TV
“The Little touches matter, because my family is worth it”
Lighting the candle on the table for dinner
Flowers on the table
Fewer, nicer things – buys the right thing once.
Eat to live (vs. live to eat) but won’t use gut fillers
Likes to eat the Quick Fresch fast food – e.g. Panera, Cosi, etc.
Shops Cub for staples, but will go to Byerly’s for Fresh “touches”
Reads labels – looks for the cleanest label – recognizes BS from afar
“She wants a little bit Fresher Frozen”
19. Red Baron brings you pizzeria taste with products you can cook
at home in minutes:
• Shorter cook time from oven or microwave
• Better because you cook it when you want it
Brand Repositioning:
Pizzeria Taste in Minutes.
20. Primary Consumer
Age 40, lives with her family in a middle class outer suburb. She and her husband Dave have two kids, ages 13 and 9. Dave is in
sales while Becky works part time for extra income. Part time work helps them afford a better lifestyle with a few of life’s extras,
while allowing her to set her schedule around her kids’ needs. Combined, Becky and Dave earn around $50-$70k a year. They
wish they could save a bit more for the kids’ college and their own retirement, but overall Becky is satisfied and optimistic as her
resourceful approach helps her manage the controlled chaos of raising a family.
22. House Party Overview
House Party organizes consumer parties across the country to generate
consumer trial and word-of-mouth
Many CPG companies use House Party, including Kraft (Di Giorno),
Nestle, Con Agra, Pepsi, and SC Johnson
Party hosts chosen based on their social profile – consumers who are
more likely to chat about their parties through social media (Facebook,
Twitter, blogs, etc.)
1,010 hosts invite
15 guests
16,160 party-
goers talk to 10
friends
161,600 friends
talk to 10 more
friends
1,616,000 people
learn about Red
Baron Pan Pizza
and Pasta!
23. Viral Component
To drive viral word-of-mouth,
party guests could print an
online coupon for Pan Pizza or
Pan Pasta
On the website, they could
share this offer with friends via
Facebook or Twitter
24. House Party Recap
1,000 Red Baron Pan Parties took place on Saturday, May 8th,
attended by 13,000 people
E-coupons distributed to drive trial
Each mom can print one coupon
Coupon offer is then shared to her friends via Facebook,
encouraging viral spread of Pan news and coupon
Great consumer response on both Red Baron and House Party
websites
The pan pizza was great. The crust was nice....got really crispy. The
pasta was nice and cheesy.
I expected the pizza to be good (which it was), but what really
surprised me was the pasta. Awesome!
It was extremely awesome - best tasting frozen pizza and the
alfredo was the best!
We loved, loved, loved the "ambiance" of the checkered tablecloth
and candle! It seriously reminded some of my guests and myself of
pizzerias we ate at when we were younger! The pizza was amazing,
but wow at the pasta! I'm big on making my own sauce, so I'm
super picky, but I was blown away at how good it was!
We were shocked that little pan made the crust turn out
PERFECT! And I've never tasted alfredo that good!
25.
26. Three Simple Rules
Know your brand
Know your consumers/customers
Focus on value creation 24/7
27.
28. Tony’s® Brand Mission:
To become the #1 Frozen Value Brand Solution
for consumers within the Value Segments of
Pizza and Snacks
Role in Portfolio:
Meet the Needs of Value Driven Consumers
While Delivering Profit and Leveraging Assets
Effectively
29. Tony’s® Multi-Serve Brand Hero: Melissa
Demographics
• Age 34, married, with 3 children
ages 14, 10, 7 and a HHI
<$50,000
Psychographics
• Lives in the town she grew up in
• Works part time
• To stretch the family money,
smartly budgets each paycheck
and clips coupons
• Her kids are the light of her life,
and she looks for little ways to
have fun at home
• Life’s pretty good
42. Principles for Success
Focus – Be as declarative about what your NOT going to do
as much as talking about what you’re going to do
Accountability – Gain alignment on who owns what, and
then hold people accountable for delivering
Simplify – Complexity causes confusion, chaos, and
inefficiency in your organization
Talk, talk, talk – You can’t over-communicate to your
people
Execute with Excellence – Good ideas become great ideas
due to the last 10% being executed flawlessly
Results = Rewards – Celebrate successes, both big ones and
little ones, to maintain a happy, motivated team
