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Branding Project

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This a class project for a brand management class I took at ESADE Business School in Barcelona, Spain.

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Branding Project

  1. 1.
  2. 2. INDEX <ul><li>Introduction </li></ul><ul><li>Market Overview </li></ul><ul><li>Consumer Insight & Segmentation </li></ul><ul><li>Brand Concept </li></ul><ul><li>Brand Identity </li></ul><ul><li>Integrated Marketing Communication (IMC) </li></ul><ul><li>Recommendations </li></ul>
  3. 3. 01. INTRODUCTION
  4. 4. OBJECTIVES <ul><li>To develop a brand strategy </li></ul><ul><li>To establish the direction, leadership, clarity of purpose, inspiration and energy for the Brand </li></ul><ul><li>To propose an implementation strategy that is effective and consistent with the Brand </li></ul>05. RECOMMENDATIONS
  5. 5. 02. MARKET OVERVIEW
  6. 6. 02. MARKET OVERVIEW
  7. 7. TRAVEL MARKET TRENDS <ul><li>Heightened need for information </li></ul><ul><li>Time: Scarce Commodity </li></ul><ul><li>Gap between expectations and experience </li></ul><ul><li>Pressure on leisure time are likely to lead to more but shorter trips </li></ul><ul><li>Competitive global environment with tourists looking for more economical travel experiences through the Internet </li></ul><ul><ul><li>Companies are able to trade more freely across borders </li></ul></ul><ul><li>Increasing need of information to be accessible through all the latest Internet and communication channels </li></ul>02. MARKET OVERVIEW
  8. 8. SWOT ANALYSIS 02. MARKET OVERVIEW <ul><li>WEAKNESS </li></ul><ul><li>Startup company </li></ul><ul><li>New brand and product </li></ul><ul><li>Constraint of languages and cultures </li></ul><ul><li>Doesn’t provide as much information as other travel guides </li></ul><ul><li>Difficult to reach consumers in other countries </li></ul><ul><li>STRENGTH </li></ul><ul><li>Entertaining and friendly content </li></ul><ul><li>Easy to carry </li></ul><ul><li>Travel at your own pace </li></ul><ul><li>Ability to live emotions </li></ul><ul><li>Unique way to know the city </li></ul><ul><li>THREAT </li></ul><ul><li>Many competitor in different sectors </li></ul><ul><li>“ Audio Guide” has a negative connotation </li></ul><ul><li>People think audio shuts them off from city </li></ul><ul><li>Fragmented market </li></ul><ul><li>Many people have visited the cities </li></ul><ul><li>Economic downturn </li></ul><ul><li>OPPORTUNITY </li></ul><ul><li>Increase in short trips (2-3 days) </li></ul><ul><li>Internet and new platforms make it easier to reach people globally </li></ul><ul><li>Most people book flights and hotels online </li></ul>
  9. 9. 03. CONSUMER INSIGHT & SEGMENTATION
  10. 10. CONSUMER INSIGHT <ul><li>Customers have a pre-conceived notion of audio guides as something boring that does not connect them emotionally </li></ul>03. CONSUMER INSIGHT & SEGMENTATION
  11. 11. SEGMENTATION 03. CONSUMER INSIGHT & SEGMENTATION
  12. 12. AGE SEGMENTATION 03. CONSUMER INSIGHT & SEGMENTATION
  13. 13. TYPES OF TRAVELERS <ul><li>Family Vacation </li></ul><ul><li>Adventure Travel </li></ul><ul><li>Budget Travel </li></ul><ul><li>Leisure Travel </li></ul><ul><li>Road Trip </li></ul><ul><li>Spring Break </li></ul><ul><li>Weekend Getaway </li></ul><ul><li>Historical & Cultural Trips </li></ul><ul><li>Romantic Travel </li></ul><ul><li>Senior Travel </li></ul><ul><li>Honeymoon </li></ul><ul><li>Business Travel </li></ul>03. CONSUMER INSIGHT & SEGMENTATION
  14. 14. GEOGRAPHIC SEGMENTATION U.S. And Canada + Europe 03. CONSUMER INSIGHT & SEGMENTATION
  15. 15. DEMOGRAPHIC SEGMENTATION 03. CONSUMER INSIGHT & SEGMENTATION
  16. 16. TARGET CONSUMER
  17. 17. CONSUMER TARGET MARKET <ul><li>Demographics </li></ul><ul><ul><li>Those traveling to the destinations </li></ul></ul><ul><ul><li>Language: speak English, Spanish, French, German or Italian </li></ul></ul><ul><ul><li>Age: between 27 and 44 years old </li></ul></ul><ul><ul><li>Social Status: upper-medium class </li></ul></ul><ul><ul><li>Education: completed college </li></ul></ul>03. CONSUMER INSIGHT & SEGMENTATION
  18. 18. CONSUMER TARGET MARKET <ul><li>Behavior </li></ul><ul><ul><li>Traveling alone, in couple, or small groups </li></ul></ul><ul><ul><li>Type of Travelers </li></ul></ul><ul><ul><ul><li>Weekend travelers (2-3 days) </li></ul></ul></ul><ul><ul><ul><li>Short Vacation </li></ul></ul></ul><ul><ul><ul><li>Leisure Travelers </li></ul></ul></ul><ul><ul><ul><li>Cultural Trips </li></ul></ul></ul><ul><ul><li>Book flights and hotels online </li></ul></ul><ul><ul><li>Participate in at least one online social network </li></ul></ul><ul><ul><li>Own iPod </li></ul></ul>03. CONSUMER INSIGHT & SEGMENTATION
  19. 19. CONSUMER TARGET MARKET <ul><li>Psychographics </li></ul><ul><ul><li>Lifestyle: heavy Internet users, love to travel, live an active life, technology-savvy, love to experience new things </li></ul></ul><ul><ul><li>Personality: intellectually curious, appreciative of art and culture, sensitive to beauty, creative, modern, sophisticated </li></ul></ul>03. CONSUMER INSIGHT & SEGMENTATION
  20. 20. 04. BRAND CONCEPT
  21. 21. BRAND CONCEPT 04. BRAND CONCEPT
  22. 22. BRAND CONCEPT <ul><li>“ The Soul of the City” </li></ul><ul><ul><li>Every city has a personality, an essence, a soul. Through the audio guides people can truly get to (vivir) experience the city. These guides will bring the city to life right in front of your eyes. It’s the only way of connecting with the city. It’s like the city speaking to you. </li></ul></ul>04. BRAND CONCEPT
  23. 23. 04. BRAND CONCEPT
  24. 24. 05. BRAND IDENTITY 05. BRAND IDENTITY
  25. 25. VISION & MISSION <ul><li>Vision: </li></ul><ul><ul><li>To be the best provider of quality travel content and a worldwide recognized brand </li></ul></ul><ul><li>Mission: </li></ul><ul><ul><li>To provide our customers with an unique, fun and entertaining travel experience by continually connecting them emotionally to the city and its soul. </li></ul></ul>05. BRAND IDENTITY
  26. 26. BRAND STRATEGY DEVELOPMENT INTERNAL EXTERNAL FIXED VARIABLE BRAND VISION To be the best provider of quality travel content and a worldwide recognized brand. BRAND PROMISE We connect travelers to the city in an emotional way by providing unique experiences. BRAND DELIVERY To provide unique, fun and entertaining audio and travel content. BRAND POSITIONING For modern travelers, we are a travel guide which provides emotional audio content that connects travelers to the city. 05. BRAND IDENTITY
  27. 27. POSITIONING 05. BRAND IDENTITY
  28. 28. BRAND STRATEGY 05. BRAND IDENTITY
  29. 29. BRAND IDENTITY 05. BRAND IDENTITY
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34. BRAND IDENTITY <ul><li>Colors: </li></ul><ul><ul><li>Color Palette </li></ul></ul><ul><ul><li>CMYK, RGB </li></ul></ul><ul><ul><li>Meaning: </li></ul></ul><ul><ul><ul><li>“ Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation .” </li></ul></ul></ul>05. BRAND IDENTITY
  35. 35. BRAND IDENTITY <ul><li>Brand Architecture </li></ul>05. BRAND IDENTITY
  36. 36. 06. IMC 06. IMC
  37. 37. CUSTOMER READINESS 06. IMC
  38. 38. MARKETING STRATEGY
  39. 39. MARKETING MIX 06. IMC
  40. 40. PRODUCT <ul><li>Digital City Pack: </li></ul><ul><ul><li>Primary Target </li></ul></ul><ul><ul><li>Mp3 Files + Pdf Map </li></ul></ul><ul><li>City Pack: </li></ul><ul><ul><li>Secondary Target </li></ul></ul><ul><ul><li>Mp3 Player + Audio Files + Print Map/Handout </li></ul></ul>06. IMC
  41. 41. MARKETING MIX 06. IMC
  42. 42. PRICE <ul><li>Digital City Pack: €4.99 </li></ul><ul><ul><li>Mp3 Files + Pdf Map </li></ul></ul><ul><li>City Pack: €14.99 </li></ul><ul><ul><li>Mp3 Player + Audio Files + Print Map </li></ul></ul>06. IMC
  43. 43. MARKETING MIX 06. IMC
  44. 44. PLACE <ul><li>Digital City Packet </li></ul><ul><ul><li>iTunes </li></ul></ul><ul><ul><li>Partnership with online booking companies </li></ul></ul><ul><ul><ul><li>i.e. Vueling, eDreams, Expedia, Click Air, etc </li></ul></ul></ul><ul><ul><li>Amazon.com and other online stores </li></ul></ul><ul><ul><li>Own website (download) </li></ul></ul><ul><ul><ul><li>www.VivaCity.me </li></ul></ul></ul>06. IMC
  45. 45. PLACE <ul><li>Partnership with Airlines </li></ul><ul><ul><li>i.e. Vueling, eDreams, Expedia, Click Air, etc </li></ul></ul>06. IMC
  46. 46. PLACE <ul><li>Amazon.com and other online stores </li></ul>06. IMC
  47. 47. PLACE <ul><li>Own website (download) </li></ul>06. IMC
  48. 48. PLACE <ul><li>Airport </li></ul><ul><ul><li>Duty free </li></ul></ul><ul><ul><li>Kiosk in strategic location in main airports </li></ul></ul>06. IMC
  49. 49. PLACE <ul><li>Hotels in 5 cities </li></ul><ul><ul><li>Modern </li></ul></ul><ul><ul><li>High-end </li></ul></ul><ul><ul><li>Service and customer-oriented </li></ul></ul>06. IMC
  50. 50. PLACE <ul><li>On-Site Stands </li></ul><ul><ul><li>In touristic areas </li></ul></ul><ul><ul><li>2-3 in each city </li></ul></ul><ul><ul><li>Eye catchy, way to advertise </li></ul></ul><ul><ul><li>Portable and easy to set up </li></ul></ul><ul><ul><li>Offers free information </li></ul></ul>06. IMC
  51. 51. MARKETING MIX 06. IMC
  52. 52. PROMOTION - ONLINE <ul><li>Website (Vivacity.com) </li></ul><ul><ul><li>Offering free travel content </li></ul></ul><ul><ul><ul><li>Things to do, insider tips, restaurants, pictures, useful links, online postcards to send to friends </li></ul></ul></ul><ul><ul><li>Travel Blog & Podcast </li></ul></ul><ul><ul><li>Free audio sample </li></ul></ul>06. IMC
  53. 53.
  54. 54. PROMOTION - ONLINE <ul><li>Search Engine Optimization </li></ul>06. IMC Search Engine Relationship Chart
  55. 55. PROMOTION - ONLINE <ul><li>SEO & Google Adwords </li></ul><ul><ul><li>Pay-per-click </li></ul></ul><ul><ul><li>Google Adwords + Analytics </li></ul></ul>06. IMC
  56. 56.
  57. 57. PROMOTION - ONLINE <ul><li>Analytics & Metrics </li></ul>06. IMC
  58. 58.
  59. 59. PROMOTION - ONLINE <ul><li>Podcast </li></ul><ul><ul><li>Travel Podcast </li></ul></ul><ul><ul><li>Free audio content </li></ul></ul><ul><ul><ul><li>Things to do, nightlife, culture and useful information </li></ul></ul></ul>06. IMC
  60. 60.
  61. 61. PROMOTION - ONLINE <ul><li>YouTube Channel + Viral Video </li></ul><ul><ul><li>Develop a viral video for YouTube to get people talking about </li></ul></ul><ul><ul><li>Drive traffic to website </li></ul></ul>06. IMC
  62. 62. PROMOTION - ONLINE <ul><li>Photo, Video, PowerPoint, SlideShow </li></ul>06. IMC
  63. 63. PROMOTION - ONLINE <ul><li>Social Networks </li></ul><ul><ul><li>Facebook fan page </li></ul></ul><ul><ul><li>Myspace page </li></ul></ul><ul><ul><li>Twitter profile </li></ul></ul><ul><ul><li>A Small World profile & forum </li></ul></ul>06. IMC
  64. 64. PROMOTION - ONLINE <ul><li>Social Networks </li></ul>06. IMC
  65. 65. PROMOTION - ONLINE <ul><li>Microblogging </li></ul>06. IMC
  66. 66. PROMOTION - ONLINE <ul><li>Blogging </li></ul>06. IMC
  67. 67. PROMOTION - ONLINE <ul><li>Email Marketing & Trigger Marketing </li></ul>06. IMC
  68. 68. PROMOTION - ONLINE <ul><li>Trust Marketing </li></ul>06. IMC
  69. 69. PROMOTION - ONLINE <ul><li>Group & Discussions </li></ul>06. IMC
  70. 70. PROMOTION - ONLINE <ul><li>Content Marketing & Link Baiting </li></ul>06. IMC
  71. 71. PROMOTION - ONLINE <ul><li>Mobile </li></ul>06. IMC
  72. 72. PROMOTION - ONLINE <ul><li>Wiki </li></ul>06. IMC
  73. 73. PROMOTION - ONLINE <ul><li>Tagging, Sharing and Bookmarking </li></ul>06. IMC
  74. 74. PROMOTION - ONLINE <ul><li>Directory Listing </li></ul>06. IMC The WWW Virtual Library
  75. 75. PROMOTION - ONLINE <ul><li>Mapplets, Geotagging, Mashups </li></ul>06. IMC
  76. 76. PROMOTION - ONLINE <ul><li>Word-of-Mouth (online PR) </li></ul>06. IMC
  77. 77. PROMOTION - ONLINE <ul><li>Search Marketing, Web Advertising </li></ul>06. IMC Christian Advertising Network
  78. 78. PROMOTION - ONLINE <ul><li>Internet Radio Advertising </li></ul>06. IMC
  79. 79. PROMOTION - ONLINE <ul><li>Internet Radio Advertising </li></ul>06. IMC
  80. 80. PROMOTION - ONLINE <ul><li>Online Banner advertising </li></ul><ul><ul><li>Online booking companies </li></ul></ul><ul><ul><ul><li>Vueling, ClickAir, EasyJet, … </li></ul></ul></ul><ul><ul><ul><li>Expedia, Skyscanner, … </li></ul></ul></ul><ul><ul><ul><li>Hotels.com, Bookings.com, … </li></ul></ul></ul>06. IMC
  81. 81. PROMOTION – TRADITIONAL <ul><li>Guerrilla Marketing </li></ul>06. IMC
  82. 82. PROMOTION – TRADITIONAL <ul><li>Posters in airports </li></ul><ul><li>Point-of-Sales Display </li></ul>06. IMC
  83. 83. PROMOTION – PR <ul><li>Press Releases </li></ul><ul><ul><li>Local newspapers & Online PR </li></ul></ul>06. IMC
  84. 84. PROMOTION – PR <ul><li>Electronic Press Kit, Online Newsroom </li></ul>06. IMC
  85. 85. 07. RECOMMENDATIONS 07. RECOMMENDATIONS
  86. 86. RECOMMENDATIONS <ul><li>Audio Content: </li></ul><ul><ul><li>Emotional content </li></ul></ul><ul><ul><ul><li>Tone of voice; Enthusiastic </li></ul></ul></ul><ul><ul><li>Lively Experiences </li></ul></ul><ul><ul><ul><li>Street sounds, people talking, music, etc </li></ul></ul></ul>07. RECOMMENDATIONS
  87. 87. RECOMMENDATIONS <ul><li>Key Factor for Success </li></ul><ul><ul><li>Developing communication that is: </li></ul></ul><ul><ul><ul><li>Relevant, Engaging and Valuable to consumers </li></ul></ul></ul><ul><ul><li>Be part of every conversation, create Buzz </li></ul></ul><ul><li>Risks: </li></ul><ul><ul><li>Breaking the Brand Promise </li></ul></ul>07. RECOMMENDATIONS
  88. 88. RECOMMENDATIONS <ul><li>Customer Relationship Management </li></ul>07. RECOMMENDATIONS
  89. 89. THANK YOU

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