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Gas company: proposition target helps plan communication messagesGas company: proposition target helps plan communication messagesThis gas company was developing a formal proposition framework for all its European businesses. It faced two challenges. First, the proposition needed to be tailored for different markets in different countries. Second, it needed to be communicated simply but effectively to the staff who would deliver it. The approach was to develop a central set of elements to the proposition and to define the basic European offer and quality standards for these elements. They included pricing, ordering, delivery, product quality and invoicing. Each separate European business could then tailor the core elements based on a 'shopping list' of tailored elements, again with Europe-wide quality standards. Each business was then encouraged to develop market-specific, value-added additions to the centrally defined proposition elements. The businesses then built communication messages around these value-added elements to form the basis of communication plans. The device used in each country to communicate all the elements of the proposition was a target (see Figure 6.5). This fitted well with the highly targeted nature of the business culture and with a very successful safety campaign called 'Target zero accidents'. [1]The Ogilvy Loyalty Index is Ogilvy One's proprietary analysis tool which analyses the value of building emotional loyalty for all markets (28), categories (70) and Brands (10,000) in the BRANDZ™ database. BRANDZ™ is a global Millward Brown Brand equity study, sponsored by the WPP group. 128
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