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 together by email only to awards@cim.co.uk. 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

Section 2 Company details

This 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 Company address Town Postcode Type of company Company profile/overview (100 words max) Morphy Richards Ltd Talbot Road, Mexborough, South Yorkshire, 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. 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 - 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 details

Please 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

A. Category entered FMCG / Retail

B. Title Enter title/name of marketing project being submitted. This title/name will be included in all relevant publicity and literature. Morphy Richards Vorticity Vacuum Cleaner

C. Context Describe the background and business case for this project. What challenges or opportunities were you faced 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.

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 the bottom 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 first product 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

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 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, 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 the floorhead. 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;

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 supporting evidence.

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 September targeting 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 a central 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 instore 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.

G. 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 1.1m 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 Chartered Institute 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.

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 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

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 nonrefundable 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 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. 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

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 awards@cim.co.uk. 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 tablesales@awardsinternational.eu.