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Case study

Delac o launch

communicationcampanign

Dec em ber 03, 2012ASE

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Strate gy:

- Unde rstands thec ontext of thema rket, the ta rgetand sets som eguide lines to befollowe d whende veloping the

c rea tive conc ept.

Crea tive team:- a rt direc tor +copywriter

deve lop thecreat ive c onceptwith texts and

layouts (designs).

Media

- Pla ns when a ndwhere thec amp a ign will becommunicated

- Buys the m ed iaspac e from TV,Press, Internet,

OOH etc .

Production

- Help s w ith theac tual rea liza tionof the ca mpa ignmaterials:

- TVC (p ro duc tio nhouses)

- Printed m a te ria ls(printing houses)

- Rad io (aud iostudios)

Agency:

Client Service

- interfa c e b tw . thec lient and thec rea tive de pt.,suppliers.

- Pro je c t m ana g em ent:unde rstand ing of theb rief, budge ting,

c oordination o f a lltea ms involved- se lls the a g enc y s

wo rk to the c lient- Ma kes sure tha t

things ge t d one- In time, CS c an

evo lve to

consultancy.

Client:

- c ho oses the a genc y

ba sed on c red entia lsor on a p itch (acontest)

- w rites the b rie f:ma rket bac kground,p rod uc t desc rip tion,

targe t d esc rip tion,

competitionobjectives, budget,timing

- eva lua tes theage nc ys p rop osa ls

- He lps w ith the finetuning of theprop osals if needed .

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Bac k in 2007 Delac owas a good andprofitab le fam ilybusiness ac tive inimp orts and

d istribution of cheeseprod uc ts .But it was inexistent a sa brand .

Delac o was alow profile loc a lp layer, on a veryseg mented ma rkedthat wa s do minated

by a m ultina tiona lc ompa ny whoinvested hugebudgets inma rketing andcommunication(Hochland).

The resea rc h sa id tha tDelac o wa sntassoc ia ted with thecategory.

Had no a warene ss.

Had a c hao tic po rtfolio.

Had nothing intrinsic

wo rth com municating,that w ould d ifferentiateit from the c om petitors

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More

The pric es for the irp rod uc ts we rec omp arab le with the

competition

The p rod uc ts theyoffered we re no tsignificantly differentthan thecompetition.

The p ac kaging ofthe p rod uc ts wa sdull, had no unityand had no visib ilityamo ng o ther simila rp rod uc ts on theshelve.

But Delac o ha d:

Ow ners and amanag ement teamwith m ercha nt skills,

young and with a lotof guts.

A very goo dove rview of thec heese ma rket

A 13% Market sha rea fter 7 years of ha rdwork.

What Delac o wa nted

Som e a warene ss

Sa les inc rea se

An ide ntity

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Step 1

Ma ke order in theportfolio a nd solvethe she lve v isibility

problem.

Chang ing thepriority fromassortment(ge neric : Ruc ar,Dalia ) to b randDelaco

Keep ing in mindthe tec hnic al andbudget restric tions.

Step 2

DifferentiateDelac o throughcommunication,

not throug h theproduct(branded

entertainement).

Ma ke thec onsumers try the

product.

Define a c lea rterritory that isvisib le a nd ha rd tofollow (cop y)

We c reated ama sc ot, ac harac ter that

had the powe r toc arry Delac osprod uc t portfolioon the long te rm.

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The launc h

Choosing thec ateg ory thatDelac o c ould susta in(qua lity, p rice ) yellow c heese

Targe t

Instea d of show ing ahap py fam ilyga thered a round thetab le, we c hose toc rea te this ma sc ot character.

We turned on aflashlight w ith thepurpo se to d raw as

many a s possible without exc lud inganyone.

Toni Delac o

The CV :Cheese mercha nt,businessma n wholived in Ita ly(Delac o nam eresonance).He s a mo dernc harac ter, hasc onnec tions, hasop inions and mo stimp ortant the ha s

g ood stuff.

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The launch c am pa ign:

- 7 weeks on a ir (TV)

- Som e p ress ads

- Internet: a Blog a nd aba nner c amp aign

- Point of sa lesmateria ls (POSM) posters, a standup,samp ling , flyer

- Outdoor (billboa rdsand subw ay)

Results

From 13% 19%market sha re

Spec tac ula r g row thin sa les fo rDelac o Sofia (theprem ium a ssortmentin the portfolio)

3rd plac e inspontaneousawarene ss (a fterHoc hland andLaDorna) and 3rd

place on thec onsume rs shop p inglist.

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Thanks

Questions anyone?