ExperienceGroup components: Alberto Gallego-‐Casilda Estefanía Gómez Ángela Maraver Marta Villanueva
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.
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.
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.
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.
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.
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.
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 companys 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.
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.
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.
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.
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%).
GRAPHIC IMAGEThe 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 companys 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.
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.
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.
COMPETITORSExperience 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 “McDonalds 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
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.
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
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.
SECOND TARGET DESCRIPTIONSocio 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.
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.
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.
BRAND STRATEGIC TERRITORY VISUAL AND VERBAL TERRITORY BRAND PERSONALITY BRAN VALUES BRAND IDEA VISION
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
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.
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.
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.
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.
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.
NEW PERSONALITYEnjoyable 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.
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.
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.
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.
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.
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.
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.
FINAL CONCLUSIONSAmer 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.