4. The
Product
CS2031 Week 6
Dr. Oetker’s
Frozen Pizza
Restaurant
quality pizza.
A simple explanation of the exact product
you will be advertising (and its main feature).
Brand and product may be same thing in
the case of corporate advertising e.g. IBM
Tuesday, 24 September, 13
Dr. Oetker’s frozen pizza has been in the market since the 1970s, and is established for making quality pizza due to the parent company’s experience in making baking goods. That
expertise is applied to quality pizza crusts, which is the base of good pizza. Additionally, they are the best-selling frozen pizza brand in 33 countries, including Italy (the birthplace
of Pizza) and UK, with market share of up to 40%.
6. Business
Goals
CS2031 Week 6
Increase user
adoption of frozen
pizzas in the market
Penetrate untapped
markets
What are you trying to achieve in business terms?
Is it about trial, increasing penetration, growing
share, cementing loyalty, increasing profitability?
What is the source of this business?
Tuesday, 24 September, 13
Since there’s an unhealthy perception towards frozen pizzas, we plan to change that mindset by marketing the product to untapped markets. The core target markets, according to Fairprice — are working men,
especially adults, for this product. There are a fair bit of housewives that purchase this brand, but those are usually expat housewives.
7. Target
Audience
CS2031 Week 6
Mothers,
especially
those aged
25-40
Who are we talking to?
What are they thinking and feeling about?
What are the relevant things going on in their lives?
Busy mums who
have no time/
energy to whip
up a quality
meal for their
loved ones.
Tuesday, 24 September, 13
8. Target
Audience
CS2031 Week 6
As a mother, you
want your
children/loved
ones to have
the best
Who are we talking to?
What are they thinking and feeling about?
What are the relevant things going on in their lives?
As a woman, you
need your off-
day — a break.
Tuesday, 24 September, 13
As a mother, you want your children/loved ones to have the best
As a woman, you need your off-day, a break.
9. The
Reason
CS2031 Week 6
Mothers need a break.
They also want the best
food for their children.
Quality + convenience =
Dr. Oetker’s frozen pizza
Why are you advertising?
What is the basis of your strategy?
Tuesday, 24 September, 13
To tell people to take a break from work and eat a proper meal
10. Pizza
Thoughts
CS2031 Week 6
Crappy tasting
rubbish that is
for lazy people
Impossible Projects, Inc.
How is frozen pizza being
viewed by our target audience?
How is it being consumed?
Generally
avoided like a
plague, unless
you are really
exhausted
Tuesday, 24 September, 13
11. Competing
Factors
CS2031 Week 6
Cooking a meal
Quality, at the
price of time
and energy
after a long day
What do they feel about other alternatives to
frozen pizza?
Is there any weakness that can be leveraged upon?
Delivery
Predictable
quality, but
takes a long
time
Tuesday, 24 September, 13
• Cooking a meal - quality, the cost of time and effort that they cannot afford to have after a long day at work
• Meaning people order delivery - also a competition - they know what they are paying for and what they can expect of it
• Ordering delivery takes more time in the process of getting the good from the restaurant into your home
12. Our
Brand
CS2031 Week 6
Never heard
of it
What do they feel about our brand?
Do they dislike/ignore/forget about it?
88%
Ignorant
because:
Why would you
pay for lousy
food when you
can order
delivery?
Tuesday, 24 September, 13
Our survey amongst 25 housewives revealed that 88% of them have never heard of Dr. Oetker.
When asked why they don’t like frozen pizza — these were the top 3 reasons:
a) If they were lazy, they would rather go outside and buy takeout
b) If not, there was delivery, which can promise predictable quality
c) Have the perception that frozen pizza is not nutritious/lousy tasting
13. Our
Brand
CS2031 Week 6
What do they feel about our brand?
Do they dislike/ignore/forget about it?
“ ... and partly because, through it pains me to say
so Dr. Oetker’s Ristorante pizzas are not inedible.”
Jon Henley, 2011, The Guardian
Tuesday, 24 September, 13
14. Our
Brand
CS2031 Week 6
What do they feel about our brand?
Do they dislike/ignore/forget about it?
superkid_23: “Closest
restaurant pizza experience
you can have in a frozen
box!”
Kendall:
“I think they should be
bigger - the kids loved
them so much they wanted
more”
Source: thesoup.au, a word-of-mouth social
media influence agency
Tuesday, 24 September, 13
15. Our
Proposition
CS2031 Week 6
It’s a quality meal
that’s good enough
for you and your
loved ones.
What are we going to say to the consumer with our
advertising?
Tuesday, 24 September, 13
16. Desired
Response
CS2031 Week 6
“Oh this pizza is
actually not bad!
Damn, i’ll try it again
next time.”
What do we want our consumer to feel after seeing
our advertising and using the product?
“Oh crap I could
actually cook
this for my
children”
Tuesday, 24 September, 13
17. Why
believe it
CS2031 Week 6
Low sugar and cholesterol
Made in Germany
Most popular store-bought pizza
in Italy & 33 other countries
Source: Dr. Oetker
Tuesday, 24 September, 13
22. The
Message
CS2031 Week 6
You deserve a
break. Your family
deserves the best.
Dr. Oetker’s.
Tuesday, 24 September, 13
Reason: Once they get out of office, they’ll be forced to stop work and they have to go down and eat anyway. So they will probably join their friends for lunch thereafter.
The print ad will remind them on the educational aspects (the facts) of not eating lunch.
23. The
Campaign
CS2031 Week 6
Storyboard for 30s TVC:
1. Mother receives a call from mother-in-law that she is joining
them for dinner when preparing a meal for her family.
2. Mother quickly cooks up a Dr Oekter's pizza and serves it at
the table.
3. Doorbell rings. Mother welcomes the mother-in-law
confidently.
4. Mother-in-law joins the table and family starts eating.
5. Mother-in-law eyes the pizza, picks up a slice, and try a slice.
6. Mother-in-law inspects pizza and ponders for a while.
(Suspense)
7. Mother-in-law gives look of approval (mm..not bad..) to
Mother.
8. Camera tracks from family laughing heartily to the dustbin
with Dr Oekto's pizza box in there.
9. Tagline: Dr Oekter's Pizza: So good, it's gotta be homemade.
Tuesday, 24 September, 13
24. The
Summary
CS2031 Week 6
Identified mums
want a break but
also the best for
their loved ones.
Used a TV ad to
reach out to them
that tells them Dr.
Oetker is so good,
your mother-in-law
approves.
Tuesday, 24 September, 13
