This action might not be possible to undo. Are you sure you want to continue?
To be completed for Industry category submissions only. For Individual/team category submissions please request and complete the Individual/team category Entry Kit. Return completed Entry kits and up to one file of supporting evidence together by email only to firstname.lastname@example.org. Complete one Entry kit per marketing individual/team. One piece of supporting material (i.e. Word, Excel, PowerPoint, PDF) may be included. Please ensure that files do not exceed 5MB. If your entry includes video or audio support this will need to be hosted online with working location links provided within your official entry or supporting material. Where websites form part of an entry, please ensure that any access details, usernames and passwords needed for judging are supplied and that they continue to work until the 22 November 2010.
Important information: Entries should relate to work completed: Word limit for Section three: Closing date for submitting entries: Finalists announced from: Awards evening:
1 January 2009 – 30 September 2010 2000 words maximum 8 October 2010 22 November 2010 15 February 2011
Please complete all sections of the Entry Kit below to enable us to process your entry correctly.
Section 1 – Entrant details
Please note these details will be used for all future correspondence regarding this specific entry. All fields are compulsory. This contact will be invited to join our Affiliate community for one year. Title First name Job title Unique ID code (allocated in email receipt for Request form) Company name Company address Town Postcode Company telephone number Mr Rod Marketing Director CIMMEA_1235_morphy-richards-ltd_9_1003 Morphy Richards Ltd Talbot Road, Mexborough, South Yorkshire, S64 8AJ Mexborough S64 8AJ 01709 582402 County Country Company email South Yorkshire England rburrows@morphyrichards. co.uk Surname Burrows
client name and project name will be announced. then agency name. Company name Company address Town Postcode Type of company Company profile/overview (100 words max) Morphy Richards Ltd Talbot Road. S64 8AJ FILLIN "" Mexborough S64 8AJ Ltd Morphy Richards is one of the leading suppliers of small domestic appliances to the UK and International markets. including the return on marketing investment • involvement of. customer satisfaction and other stakeholder groups • demonstrate adaptability to meet the current financial climate and changing markets . key stakeholders • evidence of sustainable added-value to the organisation and its stakeholders • evidence of positive changes in audience behaviour. If you are an agency submitting a project for work undertaken for a client.central to entry If you are an agency submitting an entry on behalf of a client. Closing date for submitting entries is 8 October 2010. Please ensure you complete sections 2 and 2a. Mexborough. South Yorkshire. original and creative • effective time and budget management. please tick here to confirm you have permission from your client to do so: Section 3 – Entry details Please complete all sections as accurately as possible as this will be used by the judging panel to assess your entry. and cooperation with.Section 2 – Company details This information will be used for all publicity and literature. Judges will specifically be assessing all entries by the criteria outlined below – please bear this in mind when completing this section. With 75 years of heritage Morphy Richards prides itself on providing British designed electrical appliances that make everyday domestic tasks easier whilst being innovative. intelligent and kind to the environment County Country South Yorkshire England Section 2a – Additional information (Agency entries only) Client Company Name Product / service / brand . therefore please ensure all sections are completed accurately. Section 3 must be no more than 2000 words and should relate to work completed from 1 January 2009 to 30 September 2010. Judging criteria: • presentation of a business case that is innovative.
After 4 years of internal development. the team of British designers delivered a revolutionary approach to vacuuming. predominantly manufactured in the Far East.A. It would have been very easy for Morphy Richard to follow a market share gain strategy by adopting aggressive pricing tactics via cheap Far Eastern product. suppliers or other stakeholders if you feel this is beneficial to your entry. Context Describe the background and business case for this project. The UK vacuum cleaner market is worth over £500m. What challenges or opportunities were you faced with? You may wish to include information such as your market(s). In response. The Morphy Richards unique value proposition. environment. Category entered FMCG / Retail B. However. processes. the Vorticity vacuum cleaner was launched onto the UK market in June 2010. built on clear consumer insight and superior execution. In the absence of any further step changes in product innovation accepted within the market these cheaper variants have competed with each other resulting in volume sales being driven through aggressive price promotional tactics. competition. namely to deliver a differentiated product. “Cleaning two floor types is a real pain – changing attachments is fiddly” “I wish vacuuming was quicker but I won’t trade time for results” “I want everyone to admire my super clean floors and get a deep down clean” Formed the backdrop to the NPD brief. Although Dyson is the largest and most recognised brand in the market. “to provide innovative. customer(s). Morphy Richards with a British design heritage and focus on its unique value proposition embarked on a different strategic path. intelligent and environmentally sustainable solutions to everyday domestic tasks” Coupled with several latent consumer insights. . Title Enter title/name of marketing project being submitted. This title/name will be included in all relevant publicity and literature. since the lapse of its No Loss of Suction patent the market has been flooded with cheaper product variants. Morphy Richards Vorticity Vacuum Cleaner C.
Following a design phase lasting over 2 years.Our team decided to deliver the brief through focussing on the vacuum floorhead. In a collaborative manufacturing development project. D. The product also delivered. a specialist cord retraction system supplier and a renowned Chinese vacuum unit manufacturer to deliver the Vorticity product were all recruited. the fully engineered solution would be delivered within 18 months. the agitated dust and dirt would then be sucked into the vacuum cleaner. the floorhead delivered best in class cleaning performance on hard floors surfaces and lead in class performance on carpet and soft furnishings. Morphy Richards wanted to ensure the concept was matched by superior build quality. a specialist vacuum motor supplier. Aims and objectives Outline the aim(s) and objective(s) that were to be achieved from this project. the Design team developed a concept that was able to draw ambient air into the floorhead and converting it into cyclonic airflows using the power of the vacuum unit. Morphy Richards had identified vacuum cleaners as a target market for growth and potential so established a number of critical objectives • • To establish Morphy Richards as a leading household cleaning brand name To establish a differentiated consumer positioning for Morphy Richards in the product category based upon true consumer insight To leverage said differentiated positioning to create a long term Morphy Richards vacuum cleaner range legacy To increase Morphy Richards market share of the product category whilst moving up average selling price and category profitability • • . • • For the first time a single floorhead that could be used on all floor surfaces For the first time. a specialist vacuum filter supplier. but did not have a clearly differentiated product or positioning versus the competitive set. When independently tested. This concept was developed into a manufacturable floorhead that incorporated 22 of the mini cyclones.e. Morphy Richards had minor presence in the UK Vacuum Cleaner market in terms of market share and brand recognition. a specialist floor head manufacturer. the floor surface For the first time a floorhead that could agitate and remove dirt and dust from the depths of the floor surface (without the use of a disruptive beater bar damaging the floor surface itself) • Out of the birth of the Vorticity floorhead. When supplemented by a powerful vacuum motor. the power of the cyclone that had been harnessed and applied to where it matters most i. In short. Each mini cyclone was purposely designed so that the “tip” of each cyclone was 5 millimetres below the bottom of the floorhead thus enabling the cyclones to agitate dirt below the point of contact between the floorhead and the floor surface. with first product landing May 2010.
The “ice dancer” creative was developed • • • • Through U&A research. The challenge from a marketing proposition perspective was how best to communicate the product benefits to the latent demands whilst combine this basic cyclonic understanding within the floorhead. The propositional statement “A deeper clean on every surface without changing floorheads” was created A lead strap line that would accompany the sub branding to instantly describe the message Vorticity franchise. 3 core target audience had been identified for the UK market. • A sub brand that encapsulated the cyclonic power of the product. . The phrase “A new power takes the floor” was developed A secondary strap line that would inform the consumer of the floorhead technology. “Vorticity” was created as a spin on the power of the vortex A single minded proposition that best summarised the consumer insights.• To leverage premium product and differentiated positioning to establish wider branded department store distribution To launch the Morphy Richards “More Innovative” umbrella brand strap line from the Vorticity marcomms activity To launch the Morphy Richards social media model utilising Vorticity marcomms activity as launch base To leverage Vorticity to establish a long term working relationship with a leading Chinese manufacturer of quality vacuum cleaners To expand Vorticity into target International markets through in-market distributors or licensing relationships To target a project payback within 18 months • • • • • E. Propositional solution included. their understanding is limited within vacuum cleaners. The phrase “The power of the cyclone where you need it most” was created A leading creative “hook” that communicated the product benefits but also acted as a creative link throughout the marketing communications plans. Strategy Explain how you achieved your aim(s) and objective(s) through your marketing strategy. What approaches did you use and why? The new floorhead harnesses the power of the cyclone and whilst consumer has a broad awareness of cyclonic power.
engagement through to purchase. Launch would need to be scheduled for the Summer to allow CWD to be achieved allowing the launch marcomms campaign to hit before the gifting period and then recommence in January through to Spring clean. The timings of the launch would also be critical recognising the seasonal nature of vacuum cleaner market. Tactics and implementation Detail the activity undertaken to support your strategic approach. . key retail partners and would need to be supported. The plan would also need to recognise that to achieve share of voice within the trade in a segment of the market dominated by other brands.• • • Houseproud Housewives Allergy sufferers Gadget early adaptors As part of the marketing communications plan. Tactics would need to be adopted that addressed the specifics of Morphy Richards category credibility as well as the changing consumer behaviour through the purchase funnel. The plan would also recognise that pier recommendation within this category was essential and that word of mouth through recruitment of key opinion formers would be essential. F. media and purchase behaviours would need to be identified to maximise engagement with the targets. consideration. Marketing communications plans needed to engage the consumer at each stage of the purchase decision from awareness. Include examples and supporting evidence. The audience accounted for 60% of the total market size.
co. staff offers were arranged through the Comet Knowledge to encourage product usage in their own homes as was extra instore training arranged via the demonstrations agency. On a small spend of £300k a TVR of 175 and OTS of 4-5 was achieved against the target audience. www. Display units were fitted and merchandised and a bespoke consumer value added offer. Customer specific activity was launched with one key retail partner being Comet. Promotional coding was developed on our branded website to give us a package of engagement via core social media through to purchase via promotional coding and the e-commerce website.Consumer Activity planning started with methods to drive awareness of the product. PR and the TV advertising. In turn Consumer Care operatives are being utilised as internal advocates and company representatives via the social media campaign. The activity is also supplemented by Morphy Richards Consumer Care department promoting Vorticity to the 20k calls received each month. With research showing significant use of on-line to research vacuum purchases and high levels of social media usage. The strength of the Morphy brand was also leveraged with flyers being placed into Morphy Richards non-vacuum cleaner product acting as a teaser to the launch. The campaign run for 3 weeks in September targeting terrestrial channels and selected satellite sales houses. manufactured and placed in key retailers supplemented by a demonstration campaign through agency Orchid that continues to run through 2010. Display units were developed. Recognising that staff training and knowledge was a key to in-store success. Post sale a “recommend a friend” scheme was put in place designed to incentive purchases turning them into key opinion formers and spread word of mouth amongst their peers. A microsite. Trade Point of purchase is an increasingly broad church within consumer durables and our activities needed to cover many areas. Vorticity social media plans were also developed with social PR agency Finn being commissioned to deliver a central blog. Flix media were recruited to deliver richer on-line content to all of our key retail partners. Traffic directional activity was put in place via direct marketing.com along with facebook. heavy weight on-line plans were also developed. . Amongst the activities TV advertising was used to communicate the proposition.vorticityvacuums. establish the Ice Skater creative link and to launch the Morphy Richards strap line. Comet remain our leading customer in terms of sales. twitter and U-tube core content.uk was launched acting as the hub for on-line communications.homeofthehouseproud. Niche tribe sites and blogs were also targeted in line with the target audience. www.5m e-mail launch activity. on-pack. Direct marketing activity utilising Morphy Richards database and externally purchased names and addresses were assembled totalling more than a 1.
Summary Provide a brief summary of your project and include why you feel it deserves recognition by The Chartered Institute of Marketing. developed on sound R&D. handheld vacuums as well as uprights and bagless cylinders. By establishing a franchise behind the floorhead. France and Australia. Results/measurements What were the results of the project? Was the project delivered on time and within budget? What measurements were used to prove the success of the project? Did you regularly monitor and review the project? The UK marketing communications plan was delivered on time and to budget with a modest total spend of £1. we are seeing the first signs of market penetration and success. The direct marketing activity had a targeted open rate of 20% with a click through rate of 15%. manufactured to the highest quality and marketed to a focus singular proposition across multiple consumer and trade channels. . different types of vacuum cleaner unit can be rolled out to target different market sectors with a singular message such as bagged cylinders.000 individual views in September which has been described by Flix as an unbelievable result. Vorticity has to date proved an excellent success for Morphy Richards. The campaign will continue to be monitored against ROI and key kpi performance with a view of results feeding into the budgeting process for 11/12 fiscal planning H. Vorticity is excellent case study for a project conceived out on consumer insight. To date the campaign open rate is performing at above 40% with click through of 17% The Flix media mini sites have received over 3.1m Sales to the trade are currently above budget with sales out data by key customer suggesting the marketing campaign has been a massive success. To date the activity is performing to target.G. The Vorticity project has also been designed to ensure longevity for Morphy Richards within vacuum cleaners with succession and range extension plans already in place for AW’11. Our Chinese manufacturer partner felt so strong that they have launched the product as their premium offering within the Chinese market. Following 4 years in development. The Vorticity project has touched every part of the Morphy Richards business and is a testament of our cross functional matrix style to project development. The product is also actively being sold around the world with key markets in Germany. Various ROI measures have been put in place for specific activity that continue to be measures and reviews. The campaign will continue into January to ensure the momentum is maintained. The demonstration activity was targeted at 20 demonstrations per day and 4 product sales per day.
may not submit these projects as an entry in to the Marketing Excellence Awards • • • Sponsors or Affiliates are not allowed to enter into a category they are sponsoring Agencies submitting entries on behalf of clients must secure the client’s permission prior to submitting and entry Entries are open to any brand or marketing services provider who contributed to a campaign or communication as outlined in the category descriptions and that was launched or has shown substantial. specifically working on projects for The Chartered Institute of Marketing. Please ensure that all questions on the entry forms are answered.Section 4 – Declaration I confirm that I have read and agree to the Marketing Excellence Awards ‘Additional information and terms and conditions’ below and that the information given in this Entry Kit along with any supporting evidence is both accurate and correct: Name Job title Company name Date (DD/MM/YY) Mr Rod Burrows Marketing Director Morphy Richards 08/10/2010 Section 5 – Additional information and terms and conditions of entry Entries • • Employees of The Chartered Institute of Marketing will not be permitted to submit an entry for the Marketing Excellence Awards The Institute’s volunteer officials and other members. measurable progress during the eligibility period of 1 January 2009 – 30 September 2010 • Use either the Industry Entry Kit for the Industry categories or the Individual/Team Entry Kit for the individual/team categories. The answer .
boxes are expandable. and must state the date they entered the profession on the Entry kit • • Marketer of the year – entries are welcome for individuals who have demonstrated exceptional marketing skills. Word. please ensure that section 3 does not exceed 2000 words. decisions on finalists and winners Judges reserve the right to re-categorise entries if they think another category would be more suitable. The entry fee is £195 +VAT for an initial entry. however. user names and passwords needed for judging are supplied and that they continue to work until 22 November 2010 Categories • SME – entries are welcomed from small to medium sized enterprises that feel they deserve special recognition for exemplary marketing. Once submitted. SME as defined by BERR (Department for Business Enterprise & Regulatory Reform) • Marketing newcomer of the year – entries are welcome for or from individuals who have demonstrated exceptional marketing skills. This may affect the success of your entry . PowerPoint. Penalties will be applied if this count is exceeded • • • • Entries must be submitted by 8 October 2010. However. Excel. If the team is from an agency. The overall winner will be chosen from the winners of each category Judging • • No communication will take place between judges and those submitting entries regarding judging criteria. If your entry has video or audio support this will need to be hosted online with working location links provided within your official entry or supporting material • Where websites form part of an entry.e. the client name and product or brand will be published • The Chairman’s Award – this category is not open for entry. Entrants must be new to the profession (three years or less). knowledge and initiative. It is made at the discretion of the Chairman and must demonstrate an outstanding contribution to the marketing profession. Please ensure that files do not exceed 5MB. they cannot be expected to routinely re-categorise incorrectly entered projects. knowledge and initiative. PDF) may be included. and £100 + VAT per each additional entry When submitting an Entry kit one piece of supporting material (i. entries are confirmed and nonrefundable Request for Entry Kit Forms and Entry Kits must be completed using the official template. processes. knowledge and initiative Marketing team of the year – entries are welcome for or from marketing teams who have worked together in delivering success through exceptional use of marketing skills. Projects may be entered into more than one category as appropriate. please ensure that any access details.
please call 01438 791104 or contact tablesales@awardsinternational. Section 7 – Booking places at the Awards evening on 15 February 2011 To book your places or tables for the Marketing Excellence Awards. .• • Judges’ decisions are final regarding all entries.co.eu. judging criteria and process. decisions on finalists and winners The Chartered Institute of Marketing will have the final decision in resolving any disputes. Section 6 – Submitting completed entries Completed Entry Kits and any supporting evidence should be emailed to awards@cim. You will receive confirmation of receipt of your entry form.uk.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.