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Entry Kit
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 togetherby email only to
[email protected]. 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: 1 January 2009 30
September 2010
Word limit for Section three: 2000 words maximum
Closing date for submitting entries: 8 October 2010
Finalists announced from: 22 November 2010
Awards evening: 15 February 2011
Please complete all sections of the Entry Kit below to enable us
to process your entry correctly.
Section 1 Entrant detailsPlease 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 Mr
First name Rod Surname Burrows
Job title Marketing Director
Unique ID code
(allocated in email
receipt for
Request form)
CIMMEA_1235_morphy-richards-ltd_9_1003
Company name Morphy Richards Ltd
Company address Talbot Road, Mexborough, South Yorkshire, S64
8AJ
Town Mexborough County South Yorkshire
Postcode S64 8AJ Country England
Company
telephone number
01709 582402 Company emailrburrows@morphyrichards.
co.uk
mailto:[email protected]:[email protected]
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Section 2 Company detailsThis information will be used for all
publicity and literature, therefore please ensure all sections are
completed
accurately. If you are an agency submitting a project for work
undertaken for a client, then agency name,
client name and project name will be announced. Please ensure
you complete sections 2 and 2a.
Company name Morphy Richards Ltd
Company address Talbot Road, Mexborough, South Yorkshire, S64
8AJ
Town FILLIN "" Mexborough County South Yorkshire
Postcode S64 8AJ Country England
Type of company Ltd
Company
profile/overview
(100 words max)
Morphy Richards is one of the leading suppliers of small
domestic appliances
to the UK and International markets. With 75 years of heritage
MorphyRichards prides itself on providing British designed
electrical appliances that
make everyday domestic tasks easier whilst being innovative,
intelligent and
kind to the environment
Section 2a Additional information (Agency entries only)
Client Company
Name
Product / service /
brand - central to
entry
If you are an agency submitting an entry on behalf of a client,
please tick here to confirm you have permission
from your client to do so:
Section 3 Entry detailsPlease complete all sections as
accurately as possible as this will be used by the judging panel to
assess
your entry. Section 3 must be no more than 2000 words and should
relate to work completed from
1 January 2009 to 30 September 2010. Closing date for submitting
entries is 8 October 2010.
Judges will specifically be assessing all entries by the
criteria outlined below please bear this in mind when
completing this section.
Judging criteria:
presentation of a business case that is innovative, original and
creative
effective time and budget management, including the return on
marketing investment
involvement of, and cooperation with, key stakeholders
evidence of sustainable added-value to the organisation and its
stakeholders
evidence of positive changes in audience behaviour, customer
satisfaction and other stakeholder
groups
demonstrate adaptability to meet the current financial climate
and changing markets
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A. Category entered
FMCG / Retail
B. Title
Enter title/name of marketing project being submitted. This
title/name will be included in all relevantpublicity and
literature.
Morphy Richards Vorticity Vacuum Cleaner
C. Context
Describe the background and business case for this project. What
challenges or opportunities were youfaced with? You may wish to
include information such as your market(s), customer(s),
competition,environment, processes, suppliers or other stakeholders
if you feel this is beneficial to your entry.
The UK vacuum cleaner market is worth over 500m. Although Dyson
is the largest and most
recognised brand in the market, since the lapse of its No Loss
of Suction patent the market has
been flooded with cheaper product variants, predominantly
manufactured in the Far East. 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.
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. However, Morphy Richards
with a British design heritage and focus on its unique value
proposition embarked on a different
strategic path, namely to deliver a differentiated product,
built on clear consumer insight and
superior execution. After 4 years of internal development, the
Vorticity vacuum cleaner was
launched onto the UK market in June 2010.
The Morphy Richards unique value proposition;
to provide innovative, intelligent and environmentally
sustainable solutions to everyday
domestic tasks
Coupled with several latent consumer insights;
Cleaning two floor types is a real pain changing attachments is
fiddly
I wish vacuuming was quicker but I wont 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. In response,
the team of British designers delivered a revolutionary approach
to vacuuming.
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Our team decided to deliver the brief through focussing on the
vacuum floorhead. In short, 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. This concept was
developed into a manufacturable floorhead that incorporated 22
of the mini cyclones. Each mini
cyclone was purposely designed so that the tip of each cyclone
was 5 millimetres below thebottom of the floorhead thus enabling
the cyclones to agitate dirt below the point of contact
between the floorhead and the floor surface. When supplemented
by a powerful vacuum motor,
the agitated dust and dirt would then be sucked into the vacuum
cleaner.
When independently tested, the floorhead delivered best in class
cleaning performance on hard
floors surfaces and lead in class performance on carpet and soft
furnishings. The product also
delivered;
For the first time a single floorhead that could be used on all
floor surfaces
For the first time, the power of the cyclone that had been
harnessed and applied to where
it matters most i.e. 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, Morphy Richards
wanted to ensure the concept was
matched by superior build quality. In a collaborative
manufacturing development project, a
specialist vacuum motor supplier, a specialist floor head
manufacturer, a specialist vacuum filter
supplier, a specialist cord retraction system supplier and a
renowned Chinese vacuum unit
manufacturer to deliver the Vorticity product were all
recruited. Following a design phase lasting
over 2 years, the fully engineered solution would be delivered
within 18 months, with firstproduct landing May 2010.
D. Aims and objectives
Outline the aim(s) and objective(s) that were to be achieved
from this project.
Morphy Richards had minor presence in the UK Vacuum Cleaner
market in terms of market share
and brand recognition, but did not have a clearly differentiated
product or positioning versus the
competitive set. 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
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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. Strategy
Explain how you achieved your aim(s) and objective(s) through
your marketing strategy. What approachesdid you use and why?
The new floorhead harnesses the power of the cyclone and whilst
consumer has a broad
awareness of cyclonic power, their understanding is limited
within vacuum cleaners. 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 thefloorhead.
Propositional solution included;
A sub brand that encapsulated the cyclonic power of the product.
Vorticity was created
as a spin on the power of the vortex
A single minded proposition that best summarised the consumer
insights. 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. The phrase A new power takes the
floor was developed
A secondary strap line that would inform the consumer of the
floorhead technology. 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. The
ice dancer creative
was developed
Through U&A research, 3 core target audience had been
identified for the UK market;
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Houseproud Housewives
Allergy sufferers
Gadget early adaptors
As part of the marketing communications plan, media and purchase
behaviours would need to be
identified to maximise engagement with the targets. The audience
accounted for 60% of the
total market size.
Marketing communications plans needed to engage the consumer at
each stage of the purchase
decision from awareness, consideration, engagement through to
purchase. 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.
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, key retail
partners and would need to be
supported.
The timings of the launch would also be critical recognising the
seasonal nature of vacuum
cleaner market. 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.
F. Tactics and implementation
Detail the activity undertaken to support your strategic
approach. Include examples and supportingevidence.
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Consumer
Activity planning started with methods to drive awareness of the
product. Amongst the activities
TV advertising was used to communicate the proposition,
establish the Ice Skater creative link
and to launch the Morphy Richards strap line. The campaign run
for 3 weeks in Septembertargeting terrestrial channels and selected
satellite sales houses. On a small spend of 300k a
TVR of 175 and OTS of 4-5 was achieved against the target
audience. 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.
With research showing significant use of on-line to research
vacuum purchases and high levels of
social media usage, heavy weight on-line plans were also
developed. A microsite,
www.vorticityvacuums.co.uk was launched acting as the hub for
on-line communications. Direct
marketing activity utilising Morphy Richards database and
externally purchased names and
addresses were assembled totalling more than a 1.5m e-mail
launch activity. Vorticity social
media plans were also developed with social PR agency Finn being
commissioned to deliver acentral blog, www.homeofthehouseproud.com
along with facebook, twitter and U-tube core
content. Niche tribe sites and blogs were also targeted in line
with the target audience. Traffic
directional activity was put in place via direct marketing,
on-pack, PR and the TV advertising.
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.
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.
The activity is also supplemented by Morphy Richards Consumer
Care department promoting
Vorticity to the 20k calls received each month. In turn Consumer
Care operatives are being
utilised as internal advocates and company representatives via
the social media campaign.
Trade
Point of purchase is an increasingly broad church within
consumer durables and our activities
needed to cover many areas. Flix media were recruited to deliver
richer on-line content to all of
our key retail partners. Display units were developed,
manufactured and placed in key retailers
supplemented by a demonstration campaign through agency Orchid
that continues to run
through 2010.
Customer specific activity was launched with one key retail
partner being Comet. Recognising
that staff training and knowledge was a key to in-store success,
staff offers were arranged
through the Comet Knowledge to encourage product usage in their
own homes as was extra in-
store training arranged via the demonstrations agency. Display
units were fitted and
merchandised and a bespoke consumer value added offer. Comet
remain our leading customer
in terms of sales.
http://www.vorticityvacuums.co.uk/http://www.homeofthehouseproud.com/http://www.vorticityvacuums.co.uk/http://www.homeofthehouseproud.com/
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G. Results/measurements
What were the results of the project? Was the project delivered
on time and within budget? Whatmeasurements were used to prove the
success of the project? Did you regularly monitor and review
theproject?
The UK marketing communications plan was delivered on time and
to budget with a modest total
spend of 1.1m
Sales to the trade are currently above budget with sales out
data by key customer suggesting
the marketing campaign has been a massive success. The campaign
will continue into January
to ensure the momentum is maintained.
Various ROI measures have been put in place for specific
activity that continue to be measures
and reviews. The demonstration activity was targeted at 20
demonstrations per day and 4
product sales per day. To date the activity is performing to
target.
The direct marketing activity had a targeted open rate of 20%
with a click through rate of 15%.
To date the campaign open rate is performing at above 40% with
click through of 17%
The Flix media mini sites have received over 3,000 individual
views in September which has been
described by Flix as an unbelievable result.
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. Summary
Provide a brief summary of your project and include why you feel
it deserves recognition by The CharteredInstitute of Marketing.
Vorticity has to date proved an excellent success for Morphy
Richards. Following 4 years in
development, we are seeing the first signs of market penetration
and success. 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 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 AW11. By establishing a
franchise behind the floorhead,different types of vacuum cleaner
unit can be rolled out to target different market sectors with
a
singular message such as bagged cylinders, handheld vacuums as
well as uprights and bagless
cylinders.
The product is also actively being sold around the world with
key markets in Germany, France
and Australia. Our Chinese manufacturer partner felt so strong
that they have launched the
product as their premium offering within the Chinese market.
Vorticity is excellent case study for a project conceived out on
consumer insight, developed on
sound R&D, manufactured to the highest quality and marketed
to a focus singular proposition
across multiple consumer and trade channels.
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Section 4 DeclarationI 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 Mr Rod Burrows
Job title Marketing Director
Company name Morphy Richards
Date (DD/MM/YY) 08/10/2010
Section 5 Additional information and terms and conditions of
entryEntries
Employees of The Chartered Institute of Marketing will not be
permitted to submit an entry for the
Marketing Excellence Awards
The Institutes volunteer officials and other members,
specifically working on projects for The
Chartered Institute of Marketing, 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
clients 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,
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. Please ensure that all questions on
the entry forms are answered. The answer
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boxes are expandable; however, please ensure that section 3 does
not exceed 2000 words. Penalties will
be applied if this count is exceeded
Entries must be submitted by 8 October 2010. Once submitted,
entries are confirmed and non-
refundable
Request for Entry Kit Forms and Entry Kits must be completed
using the official template.
Projects may be entered into more than one category as
appropriate. The entry fee is 195 +VAT for
an initial entry, and 100 + VAT per each additional entry
When submitting an Entry kit 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 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, please ensure that any
access details, user names andpasswords 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. 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, knowledge and initiative. Entrants
must be new to the profession (three years
or less), 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, 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, knowledge and initiative. If the
team is from an agency, the client name and product or brand
will be published
The Chairmans Award this category is not open for entry. It is
made at the discretion of the
Chairman and must demonstrate an outstanding contribution to the
marketing profession. 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, processes, decisions on finalists and winners
Judges reserve the right to re-categorise entries if they think
another category would be more suitable.
However, they cannot be expected to routinely re-categorise
incorrectly entered projects. This may affect
the success of your entry
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Judges decisions are final regarding all entries, 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 [email protected]. You will
receive confirmation of receipt of your entry form.
Section 7 Booking places at the Awards evening on 15 February
2011
To book your places or tables for the Marketing Excellence
Awards, please call 01438 791104 or contact
[email protected].
mailto:[email protected]:[email protected]:[email protected]:[email protected]
