An aggressive repositioning strategy for a well-known, yet struggling brand.
Text of Repositioning Strategy
1. A New Age is dawning lets Start on a New Page! a production ?
2. Key Strategic Indicators Brand Awareness Gestetner has lost considerable share of mind, when considering the competitors and options in the marketplace The brand identity itself is becoming dated Limited target customer spectrum Product Perception Vague Audiences are not totally aware of what Gestetner stands for, and what they provide Dipstick research shows that most respondents top of mind awareness regarding the product range, varies from Im not sure to those really expensive printers Bearing in mind this this is a perception and perceptions can be changed Key Strategic Alignment Imperative to align your brand with strategic alliances which wider audience can identify with and relate to Currently niche target audience Perceived as aloof ?
3. Brand Awareness Requirements It is an imperative that Gestetner achieve a modicum of top of mind awareness before the launch of the new gelsprinter The product is affordable to a wide spectrum of consumers and unless the consumer is aware of the product proposition you will be the last brand they approach (especially bearing in mind the current affordability and product range perceptions) The gelsprinter is a funky, techno product, which would appeal to a younger target audience (who will first be able to understand the technology) these will be your trendsetters Objectives Highly visible brand Contentious, to a certain degree (I want to be the brand, in my field, people talk about) Reposition the brand to include a wider audience spectrum Messaging that will speak to the desired target audience, versus talk down to them ?
4. Product Perception Requirements Change the new target audiences perception of the product ranges and assortment Accessibility to every sector of the market (physical and psychological) User-friendly interfaces at every touch-point Reassess the tone and manner in which you communicate the product promise take it to a conversational level (after all, the purchaser still only wants to know what the bottom line is and the relationship the is created) There are very few customers who know the difference between competitive technologies (and possibly who care) Objectives To ensure a Gestetner presence in every office or home This, in itself, will create cross and up-sell opportunities Create a psychological doorway, through the products, for prospective customers (this way please) KISS Keep it simple stupid find out what the customer wants from the product, and sell them only those F&Bs ?
5. Key Strategic Alignment Requirements You lay with dogs, you wake up with fleas Recent studies have shown that who you associate with, largely determines who you are or what you stand for Part of this study concentrated on brands who were associated with various social segments, i.e. Standard Bank with cricket, MTN with Soccer, Coca-Cola with everyone, etc The study revealed that audiences have very distinct preconceived ideas about the associations brands have One specific result was for Standard Bank and their alliance with cricket The result was that audiences (by and large, though inconclusive) associated Standard Bank as being aloof, merely by the company they keep The best results from the studies show that responsibility for the environment has a far greater appeal than does sport Objectives Strategic alliances are Create associations that appeal to wider target audiences Create a sense of belonging through associations Develop associations which would create emotive trigger mechanisms, that will allow audiences to identify and empathise with the brand ?
6. Market Strengths Whenever one is asked to audit a brand, you tend to focus on the negative aspects of the its failings, rather than isolate the strengths and embellish those One aspect that is so transparent (using the 3 main competitors as comparison), is service Just by looking at (1) which services you offer and (2) how your services are presented, place you so far apart from your competitors Spectrum Types of services Nature of the services One-to-one aspects Perceived efficiency Human interface We need to dissect each area of service and analyse where we can adapt them slightly, to ascertain how we can embellish this offering even further, and make this accessible to a wider customer base This is a segment of the business which could play a vital role in the marketing messaging, going forward ?
7. Market Strengths Once weve assisted in the re-launch of the Gestetner brand into the market place, we will be able to speak from a far stronger position when the new Gelsprinter is launched If we can time it correctly, Gestetner will be perceived as the gel printing leaders in the market place This will have addressed four of your key objectives: Accessing a wider target audience Addressing a younger, vibrant market Rejuvenating and repositioning your brand Making leeway into installing the Gestetner brand into a large number of household which further addresses another two key issues Cross-sell across your other utility products Up-sell to your higher-end solutions ?
8. Iconology Icons are graphic or visual representations of the brand When launched thoroughly and sustained, can become a recognisable extension of the brand The ultimate result is that the icon becomes a spokesperson for the brand Brand have always attempted to create means in which they can simplify the psychological barriers of entry to your brand Icons are easier on the eye, and in this communication saturated environment, an element that is quickly associated with the brand is identified with faster Colours play a crucial role in iconology If the colour within the current brand identity does not create the desired response, its advisable to create a stronger, bolder, call-to-action colour The objective of an icon is not to distract from the brand or diminish brand equity, but rather to create a single point of identity that works with the existing branding, in harmony, to compliment the brand values as an endorsement The icon will, if launched correctly, become indicative of what essence the brand communicates and how the targeted audience responds ?
9. Gestetner & Iconology Due to the nature of Gestetner being an established international brand, we cannot reinvent or rejuvenate the corporate identity The current corporate identity is described as traditional, conservative (people whove been in the communication industry for many years, recall the brand from their youth, and that it has not evolved) and for a technology brand, evolution is crucial But, one can always add an icon to the brand that could be used as an element with which to reposition the brand architecture, which in turn will assist in: Appealing to a different (in this case younger audience) Create new messaging subject and content Use it as a promotional element to add personality traits to previously staid products and services Facilitate huge potential for vial marketing Top of mind awareness Reposition your brand in a fast, cost-effective and efficient manner Lift the tone and manner of your identity, in comparison with your competitor What we are about to propose, will not only position you on par with your competitors it will elevate your brand a few steps higher! ?
10. Gestetner The Icon A short exercise to illustrate and introduce: What is the most illusive object in the world? Which subject sparks the most debate? What object has been idolised? Which object sparks passion? W