1. Case study
Ronson: British Connection
How to find an appealing and
effective positioning on a price-
oriented market
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2. Co-creating Ronson positioning with
the local consumers
What does the Challenge against cheaper brands. This is
Cigarette market is undergoing changing the economy segment
“Britisheness” from within: for
constant change, mainly due to
and London the changing legislation and tax consumers, price is no more the
mean for the regulation which both are very single sufficient distinctive
local feature of brands in this
restrictive towards tobacco
segment;
consumers? industry. It is limited not only they demand more
Does the new by marketing communication sophisticated brand
restrictions but also by price propositions, formerly reserved
positioning
issues. These issues gave rise to for the upper segment. Ronson
have the the massive “economy” is one of the economy brands
potential to segment which today is vital for from JTI. Its brand DNA clearly
extend current creating market share and sales define it as “British”. JTI wanted
target group? volume. Premium brands to see just to what extent is this
remain relatively proposition attractive and
How can the differentiating for the
consumers use stable, however, the mid-price
consumers.
players have a much harder
the self- time justifying their price
expressive premium Continued on the next page >
benefits of the
12/17/2012 identity?
brand www.idealisti.eu 2

3. “Britishness” Solution nuances of Britishness visually
We designed the project as a (through Glogster). Last but not
doesn’t mean least, creative workshops with
combination of exploratory and
British Queen creative approaches done in consumers were held where
and flag only in collaboration with consumers final positioning concepts were
consumers’ themselves. At first it was vital crafted. Also, the
to understand what representations of
minds. It has “Britishness” from the early
“Britishness” meant in the
many more minds of local consumers. For stage of the research where
cultural this, we used semantic analysis discussed in the groups.
meanings on a of news sources and pop-
culture texts where we wanted
deeper level. to learn in just what contexts
The Result
The research delivered a
and collocations the idea of
comprehensive map of
Britishness lives. Next, the
perceived Britishness in the
consumers involved in the
minds of the Czech cigarette
research/creative group panel
smokers. It identified three
had to come up with online
levels /clusters of associations
collages expressing these
Continued on the next page >
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4. that were the most salient: About Idealisti
British symbols, British Today's ideas will become
tomorrow's world
values, and British “feelings”.
These were further elaborated Not only we (still) have ideals but also we
believe that most of what we experience
into communication concepts today and what makes up our world has
and a process was designed to been here yesterday in a form of an idea.
transform the Ronson brand We believe in the transformative power
of thoughts (in the form of brands, for
into a more culturally relevant example), in their power to move also
symbol of Britishness. The very material and sometimes heavy
things like pianos, buildings, cars, jars of
result was not only a new face care lotions or even people.
positioning but also a detailed We help create and steer brands – ideas
roadmap for the development which have the ability to animate
organizations, infuse consumption with
of a communication strategy. meaning and bring about good things to
Also, we delivered specific life. We always do it in dialogue with
those in charge of brands (which is just
creative guidelines for internal about anyone who has ever heard of the
and external treatment of the brand) and with the notion that all the
ideas-brands will have to compete for
brand. their existence in the free arena.
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