Casio (Brand Strategy, NYU Stern - Gromley)


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Casio (Brand Strategy, NYU Stern - Gromley)

  1. 1. Presented by: Esha Shah Jason Rawlins Jennifer (Seok Hwa) Hong Susan Stawicki
  2. 2. 7/17/2013 2 Agenda  CASIO: A Brand In Fatigue  The Branding Objective  Brand Revitalization
  3. 3. 7/17/2013 3 CASIO’s current brand portfolio includes a wide assortment of products from Calculators to Watches, Cameras to Synthesizers Consumer Products: Watches Digital cameras Digital keyboards & pianos Synthesizers Calculators Electronic dictionaries Cell phones Business-to-Business Products: Label printers Portable projectors Mobile scanners Cash registers
  4. 4. 7/17/2013 4 Some CASIO products are marketed under the parent brand, while others have coined and descriptive brand names targeting specific segments Consumer Products Watch Men Women CASIO Sport Musical Instrumen t Camera Mobile Devices Digital Dictionaries Calculator B2B Label Printers Projectors Cash Registers Handheld Terminals
  5. 5. 7/17/2013 5 Communications to consumers are product-focused; there is no unified brand message Promotional approaches greatly vary by product and customer segment CASIO caters to specific needs of various local markets
  6. 6. 7/17/2013 6 CASIO is not on the leading edge of the markets it serves; trends of increasing convergence/specialization in consumer electronics products further stymie brand performance • With the increasing sophistication of mobile technologies, the demand for calculators, single function compact digital cameras and time pieces will continue to decrease • At the same time, consumers are becoming more savvy about product offerings and increasingly demand more specialized products (DSLRs and micro four thirds)
  7. 7. 7/17/2013 7 CASIO is an undifferentiated, fatigued brand that is rapidly deteriorating
  8. 8. 7/17/2013 8 Most of CASIO’s current visual world does not connect with consumers on an emotional level and lacks energy mass market | staid | unfocused | ubiquitous
  9. 9. 7/17/2013 9 Our objectives are to create a branding concept that will: - Elevate, differentiate and create excitement about the CASIO brand - Leverage CASIO’s more innovative products and premium sub-brands - Create an ideal brand architecture for CASIO and its premium sub-brands
  10. 10. 7/17/2013 10 Concept store in London is a step in the right direction Goal of concept store is to reset the retail experience and tone for CASIO's premium sub-brands
  11. 11. 7/17/2013 11 We plan to revitalize the CASIO corporate brand by infusing it with the current G-Shock brand image
  12. 12. 7/17/2013 12
  13. 13. 7/17/2013 13 Revitalize CASIO’s previous brand image by adding color, energy, and style to capture brand’s new vision and personality, yet keeping it recognizable by maintaining its signature font
  14. 14. G-Shock’s existing exciting, colorful brand image is a strong foundation for CASIO’s repositioning adventurous | rhythmic | dynamic | irreverent 7/17/2013 14
  15. 15. 7/17/2013 15 Brand Vision In the next five years to evolve from a mass-market consumer electronics manufacturer to a global provider of dynamic, stylish and rugged products that enable active consumers to live the life they want to the fullest.
  16. 16. 7/17/2013 16 Brand Positioning To the consumer who desires innovative electronic products with style and functionality, CASIO offers trendsetting and durable electronic solutions that allow you to capture, create, and color your life.
  17. 17. 7/17/2013 17 Concept Store 2.0: G-Shock, Cameras, Musical Instruments, and Cell Phones
  18. 18. 7/17/2013 18 Expand concept store idea into formats appropriate for various markets globally  Launch concept stores in other major cities  Incorporate concept kiosks into retail outlets in smaller cities  Sponsor “pop-up” concept kiosks at key sporting, music, and other entertainment events
  19. 19. 7/17/2013 19 360 CASIO Experience G-Shock GzOne Handheld Terminals Point of Sale Baby-G Privia Slim Series EXLIM
  20. 20. 7/17/2013 20 Taglines for the New CASIO
  21. 21. 7/17/2013 21 COLOR YOUR LIFE
  22. 22. 7/17/2013 22 CAPTURE YOUR LIFE
  23. 23. 7/17/2013 23 CREATE YOUR LIFE
  24. 24. CAPTURE 7/17/2013 24 COLORCREATE YOUR LIFE
  25. 25. 7/17/2013 25 FOR LIFE