November 8, 2010
Three Simple Rules
 Know your brand
 Know your consumers/customers
 Focus on value creation 24/7
Over 25 Years in Food Selling & Marketing
• 9 Years with Nestle; managed Stouffer Entrees
• 3 Years with Snyder’s of Hanov...
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...
Three Simple Rules
Know your brand
 Know your consumers/customers
 Focus on value creation 24/7
What does brand knowledge look like?
 Clear vision of why your brand exists
 Simple
 Differentiated
 Ownable
 Compell...
Case Study #1
Stouffer Entrées
Key Insight:
No frozen food company can prepare meals
that taste as good as I can make them...
Case Study #2
Klondike Ice Cream Bars
Key Insight:
Klondike is an every day reward for doing
ordinary stuff…..even if it s...
Three Simple Rules
 Know your brand
Know your consumers/customers
 Focus on value creation 24/7
Keys to Consumer Intimacy
 Understand their values
 Know their motivations
 Speak to them on their terms
 How
 When
...
Freschetta Growth Vision
Unsurpassed freshness in
frozen (pizza).
Approach: Build brand meaning in pizza first, then build...
Base Business Brand Hero: Jennifer
 Core, heavy, loyal user
 Mid-30’s, mother, educated, HHI
>$75K
 Psychographics:
 D...
13
Consumer Insight: Why FR?
 Jennifer feels confident she’s giving her family the best when she
serves Freschetta….Why?
...
14
Other Builds on Jennifer
 Interests
 Family – she is at the center of her family, organizing, coordinating, keeping
e...
Insert Freschetta “Fresh Ideas”
Web Page Here
Red Baron brings you pizzeria taste with products you can cook
at home in minutes:
• Shorter cook time from oven or microw...
Primary Consumer
Age 40, lives with her family in a middle class outer suburb. She and her husband Dave have two kids, age...
Red Baron House
Party!
Driving trial of Red Baron Pan
Pizza and Pan Pasta!
House Party Overview
 House Party organizes consumer parties across the country to generate
consumer trial and word-of-mo...
Viral Component
 To drive viral word-of-mouth,
party guests could print an
online coupon for Pan Pizza or
Pan Pasta
 On ...
House Party Recap
 1,000 Red Baron Pan Parties took place on Saturday, May 8th,
attended by 13,000 people
 E-coupons dis...
Three Simple Rules
 Know your brand
 Know your consumers/customers
Focus on value creation 24/7
Tony’s® Brand Mission:
To become the #1 Frozen Value Brand Solution
for consumers within the Value Segments of
Pizza and S...
Tony’s® Multi-Serve Brand Hero: Melissa
Demographics
• Age 34, married, with 3 children
ages 14, 10, 7 and a HHI
<$50,000
...
Tony’s Free Game Bowling
Promotion Success
Standee
Floor Graphics
T-Shirt
Tony’s FSI
Center Poster
TWC 5x7
Field Sales
Hy-vee In-store Event Drives Big Results!
Tony's OC Cases Delivered By Week
0
10
20
30
40
50
60
44 45 46 47 48 49 50 51 52...
WMT # 1004
0
5
10
15
20
25
30
35
Week
14
Week
15
Week
16
Week
17
Week
18
Week
19
Week
20
Week
21
Week
22
Week
23
Week
24
W...
DSD Delivers Results!
Wal-Mart # 915
0
5
10
15
20
25
30
35
40
45
50
Week
14
Week
15
Week
16
Week
17
Week
18
Week
19
Week
2...
Meijer #216
0
20
40
60
80
100
120
Week
14
Week
15
Week
16
Week
17
Week
18
Week
19
Week
20
Week
21
Week
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Week
23
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24
...
80,000
90,000
100,000
110,000
120,000
130,000
140,000
150,000
W
eek
1
W
eek
2
W
eek
3
W
eek
4
W
eek
5
W
eek
6
W
eek
7
W
ee...
Principles for Success
Focus – Be as declarative about what your NOT going to do
as much as talking about what you’re goin...
Principles for Success
Focus
Accountability
Simplify
Talk
Execute
Results
FASTER
Guiding Principles to Calm the Chaos and Win the Marketplace - Dan Hammer
Guiding Principles to Calm the Chaos and Win the Marketplace - Dan Hammer
Guiding Principles to Calm the Chaos and Win the Marketplace - Dan Hammer
Guiding Principles to Calm the Chaos and Win the Marketplace - Dan Hammer
Guiding Principles to Calm the Chaos and Win the Marketplace - Dan Hammer
Guiding Principles to Calm the Chaos and Win the Marketplace - Dan Hammer
Guiding Principles to Calm the Chaos and Win the Marketplace - Dan Hammer
Guiding Principles to Calm the Chaos and Win the Marketplace - Dan Hammer
Guiding Principles to Calm the Chaos and Win the Marketplace - Dan Hammer
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Guiding Principles to Calm the Chaos and Win the Marketplace - Dan Hammer

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MN AMA 2010 Conquering Chaos Conference Keynote Presentation "Guiding Principles to Calm the Chaos and Win the Marketplace" by Dan Hammer, SVP of Marketing, Schwan’s Consumer Brands

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Guiding Principles to Calm the Chaos and Win the Marketplace - Dan Hammer

  1. 1. November 8, 2010
  2. 2. Three Simple Rules  Know your brand  Know your consumers/customers  Focus on value creation 24/7
  3. 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. 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. 5. Three Simple Rules Know your brand  Know your consumers/customers  Focus on value creation 24/7
  6. 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. 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. 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. 9. Three Simple Rules  Know your brand Know your consumers/customers  Focus on value creation 24/7
  10. 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. 11. Freschetta Growth Vision Unsurpassed freshness in frozen (pizza). Approach: Build brand meaning in pizza first, then build expand to close-in categories.
  12. 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. 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. 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”
  15. 15. Insert Freschetta “Fresh Ideas” Web Page Here
  16. 16. 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.
  17. 17. 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.
  18. 18. Red Baron House Party! Driving trial of Red Baron Pan Pizza and Pan Pasta!
  19. 19. 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!
  20. 20. 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
  21. 21. 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!
  22. 22. Three Simple Rules  Know your brand  Know your consumers/customers Focus on value creation 24/7
  23. 23. 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
  24. 24. 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
  25. 25. Tony’s Free Game Bowling Promotion Success
  26. 26. Standee Floor Graphics T-Shirt Tony’s FSI Center Poster TWC 5x7
  27. 27. Field Sales
  28. 28. Hy-vee In-store Event Drives Big Results! Tony's OC Cases Delivered By Week 0 10 20 30 40 50 60 44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Fiscal Week Cases 524% Lift Source: BEX “DSD Deliveries by Day” Hy-vee Store #1320
  29. 29. WMT # 1004 0 5 10 15 20 25 30 35 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 Week 25 Week 26 Week 27 240% Lift DSD Delivers Results!
  30. 30. DSD Delivers Results! Wal-Mart # 915 0 5 10 15 20 25 30 35 40 45 50 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 Week 25 Week 26 572% Lift
  31. 31. Meijer #216 0 20 40 60 80 100 120 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 Week 25 Week 26 801% Lift DSD Delivers Results Like the Post Office Delivers the Mail!
  32. 32. 80,000 90,000 100,000 110,000 120,000 130,000 140,000 150,000 W eek 1 W eek 2 W eek 3 W eek 4 W eek 5 W eek 6 W eek 7 W eek 8 W eek 9 W eek 10 W eek 11 W eek 12 W eek 13 W eek 14 W eek 15 W eek 16 W eek 17 W eek 18 W eek 19 W eek 20 W eek 21 W eek 22 W eek 23 W eek 24 W eek 25 W eek 26 W eek 27 2008 2009 All Tony’s Original Crust DSD Week 18 through Week 24/25: Promotion Launch to full packaging sell-through What about nationally?
  33. 33. 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
  34. 34. Principles for Success Focus Accountability Simplify Talk Execute Results FASTER
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