Saudi Star RiceBrackets @2010 All Rights Reserved                                                                         ...
Brackets @2010 All Rights Reserved                                     [SHOPPING AROUND]
Brackets @2010 All Rights Reserved
Brackets @2010 All Rights Reserved
Brackets @2010 All Rights Reserved
Brackets @2010 All Rights Reserved
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Brackets @2010 All Rights Reserved                                        EXPENDITURE]                                    ...
Brackets @2010 All Rights ReservedAmount in USD
Brackets @2010 All Rights ReservedAmount in USD
Brackets @2010 All Rights ReservedAmount in USD
Brackets @2010 All Rights Reserved                                     [FOOD IN KSA]
[KEY FACTORS]                                     •   Higher grocery prices behind changes in shopping habits             ...
[SAUDI CONSUMER EXPENDITURE - FORCAST]Brackets @2010 All Rights Reserved                                     Source: Eurom...
[SAUDI CONSUMER EXPENDITURE - FORCAST]Brackets @2010 All Rights Reserved                                     Source: Eurom...
[SAUDI CONSUMER EXPENDITURE - FORCAST]Brackets @2010 All Rights Reserved                                     Source: Eurom...
[PURCHASE BEHAVIOUR]                                              Measurement Tree on Food                                ...
Brackets @2010 All Rights Reserved
Brackets @2010 All Rights Reserved                                         MOUTH]                                     [ONL...
Brackets @2010 All Rights Reserved
Brackets @2010 All Rights Reserved                                     [DIPSTICK SURVEY]
[INTRO]                                      The survey was done in                                     www.polldaddy.com...
Brackets @2010 All Rights Reserved                                     [BASIC INFORMATION]
[HOW DO YOU FEEL ABOUT THE                                     FOLLOWING CHARACTERISTICS OF                               ...
[DID YOU INCREASE RICE       [ DO YOU INTEND TO INCREASE                                     CONSUMPTION AS COMPARED TO   ...
[ON AVERAGE, HOW OFTEN DO YOU                                     EAT RICE?]Brackets @2010 All Rights Reserved
[WHAT TYPE OF RICE PRODUCTS ARE                                     YOU INTERESTED IN?]Brackets @2010 All Rights Reserved
[WHAT IS THE BEST RICE BRAND IN                                     YOUR OPINION?]Brackets @2010 All Rights Reserved
[WHY SHOULD ONE BRAND ABrackets @2010 All Rights Reserved                                     COMMODITY?]
 A way to escape from merely competing on                                       volume and price alone                   ...
Brackets @2010 All Rights Reserved                                     [A LOGO DOES NOT A BRAND MAKE]
[Creating a successful BRAND is based around                                         having identified an effective strate...
[ABRAND strategy builds on a vision, is aligned                                      with your business strategy, emerges ...
[ABRAND strategy reflects an in-depth                                     understanding of customer and employee needs    ...
[ABRAND strategy provides a central unified idea                                          around which all behavior, actio...
Marketing                                                  Web   Research                                     Collateral  ...
Marketing                                                  Web           Research                                     Coll...
Brackets @2010 All Rights Reserved                                     [So, where do we start?]
[we always begin each program with a BRAND                                                       workshop]Brackets @2010 A...
[START]                                                       Proposal Phase                                              ...
[PHASE ONE]                                                       Analysis & Planning                                     ...
[Then, together, we can start to build a BRAND                                                   Identity Platform…]Bracke...
Position                                       Purpose                                       Mission                      ...
Position                                       Purpose                                       Mission                      ...
Position                                       Purpose                                                       Positioning  ...
Position                                       Purpose                                       Mission                      ...
Position                                       Purpose                                       Mission         Mission      ...
Position                                                       Culture, Personality                                       ...
Position                                       Purpose                                       Mission         Promise      ...
Position                                       Purpose                                                       Associations ...
Position                                       Purpose                                       Mission         Anchor       ...
[PHASE TWO]                                                       Naming and Logo Design                                  ...
Brackets @2010 All Rights Reserved                     [SAUDI STAR BRAND]
[THE CHALLENGE]                                          To define ourselves                                          A go...
[BENEFIT LADDERING]                                        Driving                                         Force          ...
[SMART VALUES]                                                               Alert                                        ...
[BRAND IMAGE]                                                                                                  Picture of ...
[THE DIFFERNTIATER]                                           To define ourselves                                         ...
[Now we can develop a BRAND IDENTITY that truly                                           reflects the vision, values, cul...
[… and provide the necessary tools to effectively                                       communicate the vision and identit...
Brackets @2010 All Rights Reserved                     [STRATEGIES]
Strategy is the fine art of keeping every factor and element in perfect                                     balance.      ...
The Saudi FMCG market in general is very promotion-driven. Commodity                                     consumers tend to...
[WHERE ARE WE TODAY]                                      These four dimensions guide brand development,                 ...
[WHERE DO WE WANT TO GO]                                      Remove the blind-spot with      Rational                   ...
[BRAND PLATFORM]                                                                 •Housewives with 1 – 2 children - 21-30 y...
[UNLEASHING CREATIVITY]                                      Unleash - to allow something, especially something          ...
[…THE POWER OF OUR PROPOSITION]                                                                               To facilitat...
[BRAND DNA … UNLEASHING CREATIVITY]                                                                                       ...
[BRAND IDENTITY PLANNING MODEL]                                                                                   Brand DN...
[EXAMPLE: BRAND IDENTITY PLANNING]                                         Brand As Product        Brand as Organization  ...
[EXAMPLE: BRAND IDENTITY PLANNING]                                         Brand As Product                Brand as Organi...
Brackets @2010 All Rights Reserved                     [COMMUNICATION TOUCH POINTS]
TV                                                   Press                                      Wireless                  ...
Brackets @2010 All Rights Reserved                     [CREATIVE PRESENTATION - LOGOS]
Brackets @2010 All Rights ReservedWheat
Brackets @2010 All Rights Reserved
Brackets @2010 All Rights Reserved
The ExecutionBrackets @2010 All Rights Reserved                                     Represents and empowers the name and v...
Brackets @2010 All Rights Reserved                     [LOGOS – COLOUR RATIONALE]
Brackets @2010 All Rights ReservedPassionate
Brackets @2010 All Rights ReservedNatural
RED                                     The most physical color in the spectrum, red suggests the                         ...
Brackets @2010 All Rights ReservedLogo - option 1
Brackets @2010 All Rights Reserved                                     Freshness
Brackets @2010 All Rights ReservedNature
Green                                     Long associated with nature. It is the most restful                             ...
Brackets @2010 All Rights ReservedLogo - option 2
Brackets @2010 All Rights Reserved
Brackets @2010 All Rights Reserved
BLUE                                     Long associated with the serenity of a clear,                                    ...
Brackets @2010 All Rights ReservedLogo - option 3 (A)
Brackets @2010 All Rights ReservedLogo - option 3 (B)
[CREATIVE PRESENTATION - PACKAGING]Brackets @2010 All Rights Reserved
Brackets @2010 All Rights Reserved2kg bag – option 1 (A)
Brackets @2010 All Rights Reserved2kg bag – option 1 (B)
Brackets @2010 All Rights Reserved2kg bag – option 2 (A)
Brackets @2010 All Rights Reserved2kg bag – option 2 (B)
Brackets @2010 All Rights Reserved2kg bag – option 3
Brackets @2010 All Rights Reserved2kg bag – option 4
Brackets @2010 All Rights Reserved2kg bag – option 5 (A)
Brackets @2010 All Rights Reserved2kg bag – option 5 (B)
Brackets @2010 All Rights Reserved2kg bag – option 5 (C)
Brackets @2010 All Rights Reserved10kg Jute
[CREATIVE PRESENTATION – CAREBrackets @2010 All Rights Reserved                                     TEASER CAMPAIGN]
Brackets @2010 All Rights ReservedCare MV
Brackets @2010 All Rights ReservedCare - Press
Brackets @2010 All Rights ReservedCare - Megacom
[CREATIVE PRESENTATION – HANDSBrackets @2010 All Rights Reserved                                     TEASER CAMPAIGN]
Brackets @2010 All Rights ReservedHands MV
Brackets @2010 All Rights ReservedHands - Megacom
[CREATIVE PRESENTATION – QUALITYBrackets @2010 All Rights Reserved                                     TEASER CAMPAIGN]
Brackets @2010 All Rights ReservedQuality MV
Brackets @2010 All Rights ReservedQuality - Press
[CREATIVE PRESENTATION – TASTEBrackets @2010 All Rights Reserved                                     TEASER CAMPAIGN]
Brackets @2010 All Rights ReservedTaste MV
Brackets @2010 All Rights ReservedQuality - Press
[CREATIVE PRESENTATION – ALLBrackets @2010 All Rights Reserved                                     TOGETHER REVEAL CAMPAIGN]
Brackets @2010 All Rights ReservedMV
Brackets @2010 All Rights ReservedMain Ad
Brackets @2010 All Rights ReservedPress
Brackets @2010 All Rights ReservedMegacom
Brackets @2010 All Rights ReservedOn Site Unipole
Brackets @2010 All Rights ReservedOn Site Unipole
Brackets @2010 All Rights ReservedMall Mupi
Brackets @2010 All Rights ReservedMall Mupi
Brackets @2010 All Rights ReservedShelf Talker
Opening Shot of our farm                                                                         VO: hands you can rely on...
[CREATIVE PRESENTATION – CAREBrackets @2010 All Rights Reserved                                     TACTICAL CAMPAIGN]
Brackets @2010 All Rights ReservedCare – Main Ad
Brackets @2010 All Rights ReservedCare - Press
Brackets @2010 All Rights ReservedCare - Magazine
[CREATIVE PRESENTATION – HANDSBrackets @2010 All Rights Reserved                                     TACTICAL CAMPAIGN]
Brackets @2010 All Rights ReservedHands – Main Ad
Brackets @2010 All Rights ReservedHands - Press
Brackets @2010 All Rights ReservedHands- Magazine
[CREATIVE PRESENTATION – QUALITYBrackets @2010 All Rights Reserved                                     TACTICAL CAMPAIGN]
Brackets @2010 All Rights ReservedQuality – Main Ad
Brackets @2010 All Rights ReservedQuality - Press
Brackets @2010 All Rights ReservedQuality - Magazine
[CREATIVE PRESENTATION – TASTEBrackets @2010 All Rights Reserved                                     TACTICAL CAMPAIGN]
Brackets @2010 All Rights ReservedTaste – Main Ad
Brackets @2010 All Rights ReservedTaste - Press
Brackets @2010 All Rights ReservedTaste - Magazine
Brackets @2010 All Rights Reserved                     [ ESTIMATED COST – AGENCY ONLY]
Scope of Work                                       Cost in SAR                                     A. Create a new brand ...
Scope of Work                                                    Cost in SAR                                     C. Office...
Scope of Work                                                  Cost in SAR                                     E. Packagin...
[COST SUMMERY]                                             Scope of Work                                                  ...
Brackets @2010 All Rights Reserved                      [THANK YOU]
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Ss rice (aug 2010)

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Saudi Star Rice, a new brand in the KSA. Worked on consumer insights and planning

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Ss rice (aug 2010)

  1. 1. Saudi Star RiceBrackets @2010 All Rights Reserved August 2010 Brackets retains the intellectual property rights to this document. Unauthorized usage of the ideas presented herein, or replication in any form is strictly prohibited
  2. 2. Brackets @2010 All Rights Reserved [SHOPPING AROUND]
  3. 3. Brackets @2010 All Rights Reserved
  4. 4. Brackets @2010 All Rights Reserved
  5. 5. Brackets @2010 All Rights Reserved
  6. 6. Brackets @2010 All Rights Reserved
  7. 7. Brackets @2010 All Rights Reserved
  8. 8. Brackets @2010 All Rights Reserved
  9. 9. Brackets @2010 All Rights Reserved
  10. 10. Brackets @2010 All Rights Reserved
  11. 11. Brackets @2010 All Rights Reserved EXPENDITURE] [RICE BRANDS MEDIA
  12. 12. Brackets @2010 All Rights ReservedAmount in USD
  13. 13. Brackets @2010 All Rights ReservedAmount in USD
  14. 14. Brackets @2010 All Rights ReservedAmount in USD
  15. 15. Brackets @2010 All Rights Reserved [FOOD IN KSA]
  16. 16. [KEY FACTORS] • Higher grocery prices behind changes in shopping habits • Consumers buying smaller quantities (86%) • Switching to cheaper brands (75%) • No longer buying certain food categories all together (65%) • Saudi food imports grew by 25% in 2009Brackets @2010 All Rights Reserved
  17. 17. [SAUDI CONSUMER EXPENDITURE - FORCAST]Brackets @2010 All Rights Reserved Source: Euromonitor Intl
  18. 18. [SAUDI CONSUMER EXPENDITURE - FORCAST]Brackets @2010 All Rights Reserved Source: Euromonitor Intl
  19. 19. [SAUDI CONSUMER EXPENDITURE - FORCAST]Brackets @2010 All Rights Reserved Source: Euromonitor Intl
  20. 20. [PURCHASE BEHAVIOUR] Measurement Tree on Food Spend Contribution by Channel Food indexed to Total FMCG Spend per buyer in (Saudi Riyals) Hypermarkets 94 5,533 (+3.1) Supermarkets 96 Mini Market 99 Purchase Frequency Spend per Trip Baqala 113 (Trips per year) (Saudi Riyals) 88 204 (+7.9) 27 (-4.6) Wholesale 2009; figures in parentheses indicate % change 2008 Food Purchases from Baqalas Source of Growth Baqalas Source of Growth Switching Baqalas Spend per buyer inBrackets @2010 All Rights Reserved (Saudi Riyals) Total percentage change Supermarkets 13 55 1,916 (+12.7) Increased purchasing Mini Market 18 7 Purchase Frequency Spend per Trip All others Switching from other channel 17 (Trips per year) (Saudi Riyals) 6 Wholesales 151 (+11.9) 13 (+0.8) 8 Hypermarkets Source: Saudi Kantara World Panel 2009 3
  21. 21. Brackets @2010 All Rights Reserved
  22. 22. Brackets @2010 All Rights Reserved MOUTH] [ONLINE WORD OF
  23. 23. Brackets @2010 All Rights Reserved
  24. 24. Brackets @2010 All Rights Reserved [DIPSTICK SURVEY]
  25. 25. [INTRO]  The survey was done in www.polldaddy.com  Distributed through Brackets twitter, facebook and by email.  This is by no means a scientific survey.Brackets @2010 All Rights Reserved  Around ( 52 ) people answered 10 questions in 4 days
  26. 26. Brackets @2010 All Rights Reserved [BASIC INFORMATION]
  27. 27. [HOW DO YOU FEEL ABOUT THE FOLLOWING CHARACTERISTICS OF RICE?] - +Brackets @2010 All Rights Reserved Note: Participants could choose more than one
  28. 28. [DID YOU INCREASE RICE [ DO YOU INTEND TO INCREASE CONSUMPTION AS COMPARED TO RICE CONSUMPTION IN THE NEAR LAST YEAR?] FUTURE? ]Brackets @2010 All Rights Reserved
  29. 29. [ON AVERAGE, HOW OFTEN DO YOU EAT RICE?]Brackets @2010 All Rights Reserved
  30. 30. [WHAT TYPE OF RICE PRODUCTS ARE YOU INTERESTED IN?]Brackets @2010 All Rights Reserved
  31. 31. [WHAT IS THE BEST RICE BRAND IN YOUR OPINION?]Brackets @2010 All Rights Reserved
  32. 32. [WHY SHOULD ONE BRAND ABrackets @2010 All Rights Reserved COMMODITY?]
  33. 33.  A way to escape from merely competing on volume and price alone  differentiate products as they enhance their value beyond their functional attributes.  build preferences versus competing products andBrackets @2010 All Rights Reserved therefore create long-term sustainable competitive advantage
  34. 34. Brackets @2010 All Rights Reserved [A LOGO DOES NOT A BRAND MAKE]
  35. 35. [Creating a successful BRAND is based around having identified an effective strategy]Brackets @2010 All Rights Reserved
  36. 36. [ABRAND strategy builds on a vision, is aligned with your business strategy, emerges company’s values and culture…]Brackets @2010 All Rights Reserved
  37. 37. [ABRAND strategy reflects an in-depth understanding of customer and employee needs and perception]Brackets @2010 All Rights Reserved
  38. 38. [ABRAND strategy provides a central unified idea around which all behavior, actions and communications are aligned.]Brackets @2010 All Rights Reserved
  39. 39. Marketing Web Research Collateral Advertising EventsBrackets @2010 All Rights Reserved Direct Mail
  40. 40. Marketing Web Research Collateral Advertising BRAND EventsBrackets @2010 All Rights Reserved Direct Mail
  41. 41. Brackets @2010 All Rights Reserved [So, where do we start?]
  42. 42. [we always begin each program with a BRAND workshop]Brackets @2010 All Rights Reserved
  43. 43. [START] Proposal Phase Recognize of need Go Decision to review the brand Client Activity identity First meeting Second meeting? Credentials and Procedure •Review plan & estimate Statement of problem •Establish team Consultancy Activity Written program plan, timetable and fee estimateBrackets @2010 All Rights Reserved Internal Change •Change of vision, positioning Environmental Change •Reorganization •Technological Inputs •Acquisition/.Merger •Societal •Product line change •Regularity •Marketing strategy change
  44. 44. [PHASE ONE] Analysis & Planning Go Decision Plan Approval Designate internal Client Activity contacts Presentation of Brand Identity Plan Initial Brand Workshop Findings, Conclusions, Recommendations Brand Identity Plan Consultancy Current identity assessment Situation Factors assessment •Industry definition Leadership intentions Brand Identity Platform Creative Direction as required •Visual message •Definition •Positioning •Naming Plan Activity •Verbal message •Nomenolature system & elements •Geography/ Nationality •Size & Ranking Mission, vision, position •Culture •Purpose •Mission •Logo design criteria •Association models •History & Ranking •Name & Logo •Management Character, personality •Composition •Nomenolature system & elements •Identities of components •Competitor •Composition •Culture •Signature & association system •Units & Competenose Organizing concept, •Personality •Brands components relationshipBrackets @2010 All Rights Reserved Communications Literature Review Executive Interviews External interviews Image Research materials audit •Press articles •Corporate mgmt. •Customers •Review existing Inputs •Print •Analyst Report •Line managers •Industry press data •Corporate staff •Signs •Business Plans •Distributors •Analysis •New research? •Other media •Marketing Plans •Agencies •Regulators (added Phase)
  45. 45. [Then, together, we can start to build a BRAND Identity Platform…]Brackets @2010 All Rights Reserved
  46. 46. Position Purpose Mission Culture, Personality and valuesBrackets @2010 All Rights Reserved Promise Association Anchor
  47. 47. Position Purpose Mission Culture, Personality and valuesBrackets @2010 All Rights Reserved Promise Association Anchor
  48. 48. Position Purpose Positioning Mission What we hope to be Culture, Personality and in our audiences’ values minds, compared toBrackets @2010 All Rights Reserved Promise other organizations Association Anchor
  49. 49. Position Purpose Mission Purpose Culture, Personality and What we are in values business to doBrackets @2010 All Rights Reserved Promise Association Anchor
  50. 50. Position Purpose Mission Mission Culture, Beyond the Personality and values economics, why it is worth doing?Brackets @2010 All Rights Reserved Promise Association Anchor
  51. 51. Position Culture, Personality Purpose and Values The distinctive Mission shared behavior that Culture, Personality and best support your values common purposeBrackets @2010 All Rights Reserved Promise and mission – your Association chosen style & Anchor manner
  52. 52. Position Purpose Mission Promise Culture, Your right to engage Personality and values with your members, clients or customersBrackets @2010 All Rights Reserved Promise Association Anchor
  53. 53. Position Purpose Associations Mission The clothes you Culture, Personality and wear to illustrate values your BrandBrackets @2010 All Rights Reserved Promise personality traits Association Anchor
  54. 54. Position Purpose Mission Anchor Culture, Aligning your Brand Personality and values with one primary needBrackets @2010 All Rights Reserved Promise Association Anchor
  55. 55. [PHASE TWO] Naming and Logo Design Plan Approval Name Selection and Logo decision and design •Identity Platform clearance approval •Naming Plan (?) Client Activity •Design Criteria Second-out selections Directional Design Review Design and availability search Recommendations Consultancy Naming Phase (if required) Logo Design Refinements of selected •Master list generation •Design exploration directions Activity •First-out selection and •Application Studies •Application demonstration screening •Colour studies • visual system elementsBrackets @2010 All Rights Reserved Intellectual property (if appropriate) Audience counsel testing of candidate logo (Possible) name Inputs evaluation research
  56. 56. Brackets @2010 All Rights Reserved [SAUDI STAR BRAND]
  57. 57. [THE CHALLENGE] To define ourselves A good value long grain rice To establish ourselves A good choice for your family.Brackets @2010 All Rights Reserved To position/ differentiate ourselves ?
  58. 58. [BENEFIT LADDERING] Driving Force Smart Living Leverage Point The smart choice for Saudi family Consumer Premium quality that gives you & your family a tasty meal for Benefit good value for moneyBrackets @2010 All Rights Reserved Attribute White, Long Grain, High quality, Fresh from the farm
  59. 59. [SMART VALUES] Alert Sharp Bright Smart ChoiceBrackets @2010 All Rights Reserved Sensible Clever Life style Decision
  60. 60. [BRAND IMAGE] Picture of the Sender Physique Personality Long grain, white, multistage, modern & •Confident •Modern & Trendy contemporary. •Sensible •Smart •Young Relationship Culture Externalization Internalization •It offers me & my family a premium The Smart •Approachable rice with a good value for money. •As well as a choice that reflects a Choice •Committed to deliver tasty food for your family hence your smart lifestyle. lifestyle.Brackets @2010 All Rights Reserved Reflection Self Image •I am a responsible housewife •I am a modern woman who seeks •I carefully evaluate my choices the best for my family. •I believe I make the right •I believe in making smart choices. decisions. Picture of the Recipient
  61. 61. [THE DIFFERNTIATER] To define ourselves A good value long grain rice To establish ourselves A good choice for your family.Brackets @2010 All Rights Reserved To position/ differentiate ourselves is the Smart Choice that you make for a better life style.
  62. 62. [Now we can develop a BRAND IDENTITY that truly reflects the vision, values, culture and personality of business…]Brackets @2010 All Rights Reserved
  63. 63. [… and provide the necessary tools to effectively communicate the vision and identity to all key stakeholders – across all platforms]Brackets @2010 All Rights Reserved
  64. 64. Brackets @2010 All Rights Reserved [STRATEGIES]
  65. 65. Strategy is the fine art of keeping every factor and element in perfect balance. By working closely with our clients, our Brand Strategy team defines and puts in place the actions needed to deliver an agreed result. This will be in lineBrackets @2010 All Rights Reserved with the overall business strategy behind the brand creation, and ensure the long-term, consistent implementation and management of the brand.
  66. 66. The Saudi FMCG market in general is very promotion-driven. Commodity consumers tend to be even more responsive to promotions than consumers in other categories because the value of the gift differentiates one product from another. This is particularly important when products are not so visibleBrackets @2010 All Rights Reserved or known to the consumer
  67. 67. [WHERE ARE WE TODAY]  These four dimensions guide brand development, management, and measurement of brand equity in the commodity market Brand EquityBrackets @2010 All Rights Reserved Brand Perceived Brand Brand Awareness Quality Association Loyalty Saudi Star Brand Journey Today Saudi Star Branding Building
  68. 68. [WHERE DO WE WANT TO GO]  Remove the blind-spot with Rational Saudi Star Saudi Star Today selecting a brand v/s product Appeal destination  Make Rice/Saudi Star at the Product Delivery forefront of consumer purchaseBrackets @2010 All Rights Reserved  Make Saudi Star at the Emotional Building Brand forefront of consumer Equity Appeal moments
  69. 69. [BRAND PLATFORM] •Housewives with 1 – 2 children - 21-30 years. •SEC: B, C1 (trend setters) and C2 (aspirational). GET •Educated. (target) •Highly involved and opinionated •Values her family WHO •longing for self-satisfaction, & appreciation and hence is (think/feel/do this) experimenting with her cooking skills to surprise her family & friends TO Believe that Saudi Star is her key partner to help her unleash herBrackets @2010 All Rights Reserved (think/feel/do that) creativity when she wants to prepare a meal for her family & friends BY telling them Saudi Star Rice … A Smart Choice (proposition)
  70. 70. [UNLEASHING CREATIVITY]  Unleash - to allow something, especially something previously held in check, to have its full effect  Creativity - the ability to use the imagination to develop new and original ideas or things, especially in an artistic context Rush of Emotion Skill DemonstrationBrackets @2010 All Rights Reserved creativity A powerful platform that could be unbelievable for a low involvement product unless effectively communicated to a hype to demonstrate its performance like the INTEL INSIDE
  71. 71. […THE POWER OF OUR PROPOSITION] To facilitate creativity To enable people to In a world of data realize their potentialBrackets @2010 All Rights Reserved Saudi Star Rice Unleashing Creativity
  72. 72. [BRAND DNA … UNLEASHING CREATIVITY] Consumer EMOTIONAL Also Saudi Star Rice is my creative VALUE facilitator that helps me demonstrate my skills, always bringing a delicious ending Unleash your creativity – Saudi Star rice A EMOTIONAL Smart Choice BENEFIT FUNCTIONAL BENEFIT high quality purity and whitenessBrackets @2010 All Rights Reserved ATTRIBUTE White, long grain, high quality Product
  73. 73. [BRAND IDENTITY PLANNING MODEL] Brand DNA Brand as Brand as Brand as Brand as Product Organization Person SymbolBrackets @2010 All Rights Reserved 1.Product Scope 1.Organizational 1.Personality 1.Visual Imagery and Attributes metaphors 2.Product Attributes 2. Brand-customer 2. Local vs. Global relationship 2. Brand Heritage 3.Quality/Value 4.Users 5.Country
  74. 74. [EXAMPLE: BRAND IDENTITY PLANNING] Brand As Product Brand as Organization Brand As Person Brand As Symbol 1.Product Scope 1. Organizational Attributes 1. Personality 1. Visual Imagery and 2.Product Attributes metaphors 2. Local vs. Global 2. Brand-customer 3.Quality/Value relationship 2. Brand Heritage 4.Users 5.Country Brand As Product Brand as Organization Brand As Person Brand As SymbolBrackets @2010 All Rights Reserved 1.Search 1. Hardworking, fun, cult 1. Honest, but 1. Simple design, basic playful. html, logo is not sacred. 2.Fast, comprehensive 2.Global view 2. Always there for 2. “Old internet’ 3.“The best” you. 4.Surfers 5.International
  75. 75. [EXAMPLE: BRAND IDENTITY PLANNING] Brand As Product Brand as Organization Brand As Person Brand As Symbol 1.Product Scope 1. Organizational Attributes 1. Personality 1. Visual Imagery and 2.Product Attributes metaphors 2. Local vs. Global 2. Brand-customer 3.Quality/Value relationship 2. Brand Heritage 4.Users 5.Country Saudi Star Rice Brand As Product Brand as Organization Brand As Person Brand As SymbolBrackets @2010 All Rights Reserved 1.Commodity course 1. Proactive, creative 1. Creative, Caring, 1.Emotional, Modern In-control, 2.White long grain 2. Local need, Regional view 2. Co-Partner, Innovative Trustworthy 3.Delicious food 2.Versatile, 4.Caring Housewives, Creative Dependable, Responsive. 5.Saudi
  76. 76. Brackets @2010 All Rights Reserved [COMMUNICATION TOUCH POINTS]
  77. 77. TV Press Wireless Direct Mail Email Magazines Advertising Loyalty Competitions Schemes Event Cause In store Sponsorship Related Promotions POS SMS/Mobile Content Sponsorship/ Creation Partnership Online Advertorials/ Public Expert Consumer Vouchers Advertising Transportation Editorial On Pack Viral / WOM Email Consumer Online Consumer Lifestyle Trade Content Entertainment Shows MemberBrackets @2010 All Rights Reserved DR Press Schemes Radio DR Online DR TV Posters Outdoor Ambient 1 Awareness 3 Experiential 2 Conversations 4 Personal
  78. 78. Brackets @2010 All Rights Reserved [CREATIVE PRESENTATION - LOGOS]
  79. 79. Brackets @2010 All Rights ReservedWheat
  80. 80. Brackets @2010 All Rights Reserved
  81. 81. Brackets @2010 All Rights Reserved
  82. 82. The ExecutionBrackets @2010 All Rights Reserved Represents and empowers the name and values of the brand
  83. 83. Brackets @2010 All Rights Reserved [LOGOS – COLOUR RATIONALE]
  84. 84. Brackets @2010 All Rights ReservedPassionate
  85. 85. Brackets @2010 All Rights ReservedNatural
  86. 86. RED The most physical color in the spectrum, red suggests the very ebb and flow of life. It is the symbolic color of the heart, strong-willed and expressing strong emotions. It may command us to stop but the same time encourages movement. From the beginning of time red has been deeply ingrained in the human mind as a signal to act or re-act. It is the colorBrackets @2010 All Rights Reserved of life-sustaining blood as well as the color of enticing, appetite arousing ripened fruits that sustain humans’ very existence. Rich | Elegant | Refined | Expensive | Mature | Luxurious | Robust
  87. 87. Brackets @2010 All Rights ReservedLogo - option 1
  88. 88. Brackets @2010 All Rights Reserved Freshness
  89. 89. Brackets @2010 All Rights ReservedNature
  90. 90. Green Long associated with nature. It is the most restful colour to the eyes. Green also refer to emeralds, jade and other gemstoneBrackets @2010 All Rights Reserved Nature | Freshness | Renewal | Tranquility | Peace| Youth | Growth.
  91. 91. Brackets @2010 All Rights ReservedLogo - option 2
  92. 92. Brackets @2010 All Rights Reserved
  93. 93. Brackets @2010 All Rights Reserved
  94. 94. BLUE Long associated with the serenity of a clear, cloudless blue sky reflected over a calm sea. The human mind embraces the concept of blue as constant and translates it into a symbolic image of dependability and loyalty.Brackets @2010 All Rights Reserved Heavenly | Constant | True | Dependable | Restful | Trusting | Credible.
  95. 95. Brackets @2010 All Rights ReservedLogo - option 3 (A)
  96. 96. Brackets @2010 All Rights ReservedLogo - option 3 (B)
  97. 97. [CREATIVE PRESENTATION - PACKAGING]Brackets @2010 All Rights Reserved
  98. 98. Brackets @2010 All Rights Reserved2kg bag – option 1 (A)
  99. 99. Brackets @2010 All Rights Reserved2kg bag – option 1 (B)
  100. 100. Brackets @2010 All Rights Reserved2kg bag – option 2 (A)
  101. 101. Brackets @2010 All Rights Reserved2kg bag – option 2 (B)
  102. 102. Brackets @2010 All Rights Reserved2kg bag – option 3
  103. 103. Brackets @2010 All Rights Reserved2kg bag – option 4
  104. 104. Brackets @2010 All Rights Reserved2kg bag – option 5 (A)
  105. 105. Brackets @2010 All Rights Reserved2kg bag – option 5 (B)
  106. 106. Brackets @2010 All Rights Reserved2kg bag – option 5 (C)
  107. 107. Brackets @2010 All Rights Reserved10kg Jute
  108. 108. [CREATIVE PRESENTATION – CAREBrackets @2010 All Rights Reserved TEASER CAMPAIGN]
  109. 109. Brackets @2010 All Rights ReservedCare MV
  110. 110. Brackets @2010 All Rights ReservedCare - Press
  111. 111. Brackets @2010 All Rights ReservedCare - Megacom
  112. 112. [CREATIVE PRESENTATION – HANDSBrackets @2010 All Rights Reserved TEASER CAMPAIGN]
  113. 113. Brackets @2010 All Rights ReservedHands MV
  114. 114. Brackets @2010 All Rights ReservedHands - Megacom
  115. 115. [CREATIVE PRESENTATION – QUALITYBrackets @2010 All Rights Reserved TEASER CAMPAIGN]
  116. 116. Brackets @2010 All Rights ReservedQuality MV
  117. 117. Brackets @2010 All Rights ReservedQuality - Press
  118. 118. [CREATIVE PRESENTATION – TASTEBrackets @2010 All Rights Reserved TEASER CAMPAIGN]
  119. 119. Brackets @2010 All Rights ReservedTaste MV
  120. 120. Brackets @2010 All Rights ReservedQuality - Press
  121. 121. [CREATIVE PRESENTATION – ALLBrackets @2010 All Rights Reserved TOGETHER REVEAL CAMPAIGN]
  122. 122. Brackets @2010 All Rights ReservedMV
  123. 123. Brackets @2010 All Rights ReservedMain Ad
  124. 124. Brackets @2010 All Rights ReservedPress
  125. 125. Brackets @2010 All Rights ReservedMegacom
  126. 126. Brackets @2010 All Rights ReservedOn Site Unipole
  127. 127. Brackets @2010 All Rights ReservedOn Site Unipole
  128. 128. Brackets @2010 All Rights ReservedMall Mupi
  129. 129. Brackets @2010 All Rights ReservedMall Mupi
  130. 130. Brackets @2010 All Rights ReservedShelf Talker
  131. 131. Opening Shot of our farm VO: hands you can rely on VO: to cultivate VO: to nurture VO: to care VO: to harvest VO: to selectBrackets @2010 All Rights Reserved VO: to bring you the best quality VO: from our own fields to your table VO: Saudi Star Rice … trusted quality in every grain TVC
  132. 132. [CREATIVE PRESENTATION – CAREBrackets @2010 All Rights Reserved TACTICAL CAMPAIGN]
  133. 133. Brackets @2010 All Rights ReservedCare – Main Ad
  134. 134. Brackets @2010 All Rights ReservedCare - Press
  135. 135. Brackets @2010 All Rights ReservedCare - Magazine
  136. 136. [CREATIVE PRESENTATION – HANDSBrackets @2010 All Rights Reserved TACTICAL CAMPAIGN]
  137. 137. Brackets @2010 All Rights ReservedHands – Main Ad
  138. 138. Brackets @2010 All Rights ReservedHands - Press
  139. 139. Brackets @2010 All Rights ReservedHands- Magazine
  140. 140. [CREATIVE PRESENTATION – QUALITYBrackets @2010 All Rights Reserved TACTICAL CAMPAIGN]
  141. 141. Brackets @2010 All Rights ReservedQuality – Main Ad
  142. 142. Brackets @2010 All Rights ReservedQuality - Press
  143. 143. Brackets @2010 All Rights ReservedQuality - Magazine
  144. 144. [CREATIVE PRESENTATION – TASTEBrackets @2010 All Rights Reserved TACTICAL CAMPAIGN]
  145. 145. Brackets @2010 All Rights ReservedTaste – Main Ad
  146. 146. Brackets @2010 All Rights ReservedTaste - Press
  147. 147. Brackets @2010 All Rights ReservedTaste - Magazine
  148. 148. Brackets @2010 All Rights Reserved [ ESTIMATED COST – AGENCY ONLY]
  149. 149. Scope of Work Cost in SAR A. Create a new brand logo for Saudi Star Rice Logo design B. Development of Visual Language (Usage Guidelines) 1.Application/usage of logo SAR. 45,000 2.Development of tone of voice 3.Font usage 4.Colour palette 5.Photographic palette explorationBrackets @2010 All Rights Reserved
  150. 150. Scope of Work Cost in SAR C. Office Collateral - A Saudi Star stationary: 1.Business cards 2.Envelopes A4, DL, C4, A3 oversize 3.Forms 4.Letterhead 5.Wrapping paper 6.With compliment slips 7.Fax sheet 8.Bags SAR. 120,000 9.CD and CD cover labels 10.Powerpoint template, this also includes digital stationary) 11.Corporate Gift Items (branding design) D. Office Collateral - BBrackets @2010 All Rights Reserved 1.HTML emailers email signatures 2.Signages (interior and exterior) 3.Environmental design palette for exhibition and display environment
  151. 151. Scope of Work Cost in SAR E. Packaging: 1. 2KG bag SAR. 40,000 2. 10KG Jute F. Above the line campaign: (building the brand) 1. Main concept (include positioning, planning, proposition and main idea) 2. Teaser campaign (Press, magazine, outdoor) for the four SAR. 164,000 elements: Care, Hands, Quality and Taste 3. Reveal Campaign (Press, Magazine, outdoor, TV, Radio) 4. Tactical Campaign (Press, magazine, outdoor) for the four elements: Care, Hands, Quality and Taste G. Online 1. Website design only 2. Blog design onlyBrackets @2010 All Rights Reserved 3. Online Teaser campaign SAR. 45,000 4. Online Reveal campaign 5. Online Tactical campaign P.S. we will work with a third party for full digital strategy
  152. 152. [COST SUMMERY] Scope of Work Cost in SAR A. Create a new brand logo for Saudi Star Rice SAR. 45,000 B. Development of Visual Language (Usage Guidelines) C. Office Collateral – A SAR. 120,000 D. Office Collateral – B E. Packaging SAR. 40,000 F. Above the line campaign: (building the brand) SAR. 164,000 G. Online SAR. 45,000Brackets @2010 All Rights Reserved TOTAL COST SAR. 414,000 Note: 1. The cost above does not include any media booking. We will charge 10% agency fees above the cost 2. The cost above does not include any third party expenses like PR, photography, printing etc. We will charge 15% agency fees above the cost 3. The cost above is estimated, and it could be changed if the brief is changed 4. Upon approval, a detailed project timeline will be shared to mark responsibilities. 5. The cost above include 3 sets of revisions prior to moving to final artwork. Additional revisions (over & above 3 included in above rates) will be charged at 50% of the original Design/Artwork cost.
  153. 153. Brackets @2010 All Rights Reserved [THANK YOU]

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