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Channel Vision - Brand Development, Positioning, Key Messaging.
The document presents a strategic overview of brand development and positioning recommendations for Channel Vision, detailing strengths and weaknesses identified through competitive reviews and dealer surveys. It highlights the importance of strong branding in differentiating products, building consumer trust, and enhancing perceived value while addressing specific challenges faced by the brand in terms of recognition and market presence. Key messaging and product family clarification are suggested to strengthen brand visibility and market effectiveness.
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Channel Vision - Brand Development, Positioning, Key Messaging.
- 1. Strategic Brand Development,Positioning and Key Messaging Recommendations Presented to Presented by
- 2. 2 Today’s age da Strategic brand development Competitive review Positioning Key messaging
- 3. Six benefits ofa strong brand A a d ide tifies you goods o se i es as distinct from others The benefits of a strong brand include: 1. Premium brand image commands a premium price 2. A premium price creates a perception of quality 3. Perceived quality has been shown to positively affect customer usage 4. Perceived quality is the single most important o t i uto to a o pa y’s etu o i est e t 5. Perceived value can be a point of differentiation 6. When buyers need to make a wise decision, they choose the brand name product over the no- a e o e. You’ll e e e fi ed fo uyi g IBM. 3
- 4. Channel Vision strategicbrand development based on CV management and dealer/distributor survey 1. Primary research – CV’s ,0 distributor/dealer database 2. Secondary research – vertical and horizontal lit review 3. Competitive review 4. CV management input 1. Brand & product awareness – % so e hat o ot fa ilia 2. Brand imagery; lack of positioning 3. Lack of product family clarity 4. La k of e efits essagi g 1. Few negative brand associations 2. Have many offerings to meet consumer demands: energy, security, entertainment systems 3. Competition gets stiffer everyday 4. P i e is ot a diffe e tiato 1. Channel activities • Direct marketing of specials • Advertising 2. Coop sales/collateral materials 3. Website improvements 1. Focus messaging on most important selection criteria 2. Raise brand visibility among key decision makers 3. Promote product attributes and e efits 1. Use tagline/phrase/descriptor • Promotes brand essence • Promotes product offerings • Opportunity to cross sell 2. Leverage key market drivers 4
- 5. Summary of AUDIO/VIDEOkey o petito s’ st e gths a d eak esses ased on CV management and distributor/dealer survey Brand development is a communication function that includes analysis and planning o ho the a d is positio ed i the a ket , hi h ta get audie es the a d is targeted at, and building a desired brand reputation Tangible elements of the brand include products – their look, price, packaging – interaction with employees, whether the company stands behind its products and honors product performance promises The intangible elements are brand promises and experiences consumers take away from the brand The intangible elements are brand promises and experiences consumers take away from the brand 5 Strengths • Complete solution with touch screen controls • Easy to program • Great aesthetics • Knowledgeable support • Marketing programs • Scalable solution Weaknesses • Customization of interface is limited • Difficult to make changes/updates • Low equipment margins • Need better 2-way RS232 drivers • Need longer tech support hours • Not very flexible technology • Wireless touch panels are horrible Strengths • Competitively priced • Delivers on time • Easy method to place orders • Has 24/7 tech support • Has high-quality A/V products • Has rebate program • Responds to problems quickly Weaknesses • Brand not well known by consumers • Distributor support • Getting product through distribution • Lack of apps Strengths • Competitively priced • Industry leader • Only focus on distributed audio solutions • Scalable solution Weaknesses • Co erge e is happe i g, ut they’re still way behind • Expensive • Loss of their 4-room system • No protection from unauthorized internet sales • Not enough variety Strengths • High-end solution • Proprietary system • Touch screen controllers Weaknesses • Complexity • Difficult to program • Expensive • Shipping costs • Too many resellers 31% SOM 17% SOM 9% SOM 8% SOM SOM = Share of Mind
- 6. Summary of INTERCOMkey o petito s’ st e gths a d eak esses ased o CV management and distributor/dealer survey Brand development is a communication function that includes analysis and planning o ho the a d is positio ed i the a ket , hi h ta get audie es the a d is targeted at, and building a desired brand reputation Tangible elements of the brand include products – their look, price, packaging – interaction with employees, whether the company stands behind its products and honors product performance promises The intangible elements are brand promises and experiences consumers take away from the brand The intangible elements are brand promises and experiences consumers take away from the brand 6 Strengths • All-in-one solutions available • MDU, commercial, residential offerings • Specialize in intercoms • Variety of product offerings Weaknesses • Complicated design • Delivery • Lack of integration • Old technology • Some dated models • Support Strengths • Aesthetically pleasing • Direct call features • Music integration • Room-to-room communications Weaknesses • Looks cheap • Low amplifier power • Not wireless • Only one design • Poor sound quality • Wiring connectors are touchy Strengths • Both room-to-room and phone integration options • Compatible with popular KSU phone system • Multiple finishes available Weaknesses • Getting product from distributors • Has radio interference issues at times • Indoor room intercoms are ugly • Lack of integration with other products in the home • Limited 3rd party integration • Very limited price protection Strengths • Compatible with touch screen (Control4 Only) • IP camera integration with app Weaknesses • Ca ’t se d s apshot of ho ra g doorbell to smartphone easily • Does ’t o e t to ell pho e • Does ’t i tegrate to ho e pho e system • Must use proprietary touch screens a d do ’t ork o iPad/A droid 15% SOM 15% SOM 13% SOM 11% SOM SOM = Share of Mind
- 7. Summary of IRREPEATER/DISTRIBUTION key o petito s’ st e gths a d weaknesses based on CV management and distributor/dealer survey Brand development is a communication function that includes analysis and planning o ho the a d is positio ed i the a ket , hi h ta get audie es the a d is targeted at, and building a desired brand reputation Tangible elements of the brand include products – their look, price, packaging – interaction with employees, whether the company stands behind its products and honors product performance promises The intangible elements are brand promises and experiences consumers take away from the brand The intangible elements are brand promises and experiences consumers take away from the brand 7 Strengths • Expanded assortment/wide range of options • IR for any application • Operates in wide frequency range; covers almost any product • Reliable and dependable • Started the IR repeating business Weaknesses • Control parameters within environment • Distribution problem • Getting outdated • Not reliable • Support • Very messy transition to Core brands Strengths • Aggressively priced • All-in-one solution for any application (plasma/LCD) • Compact design • Reliable solution Weaknesses • Distributor support • Getting product through distributors Strengths • Audio/Video expert • Co pati le ith halle gi g applications • Expanded assortment • Reliable Weaknesses • Expensive Strengths • Low cost solution • Not available online = higher margins • Purchases contribute to overall rebate Weaknesses • Creeping prices up, up, up • Lower quality • Made in China • Reliability • Some product limitations 35% SOM 16% SOM 9% SOM 9% SOM SOM = Share of Mind
- 8. Summary of REMOTECONTROL key o petito s’ st e gths a d eak esses based on CV management and distributor/dealer survey Brand development is a communication function that includes analysis and planning o ho the a d is positio ed i the a ket , hi h ta get audie es the a d is targeted at, and building a desired brand reputation Tangible elements of the brand include products – their look, price, packaging – interaction with employees, whether the company stands behind its products and honors product performance promises The intangible elements are brand promises and experiences consumers take away from the brand The intangible elements are brand promises and experiences consumers take away from the brand 8 Strengths • Easy to operate • Ergonomic back lighting • Fast and simple programming • Great support • The app – it’s easy to use • The LED screen • Wide acceptance among mftrs. Weaknesses • Drivers could be improved • Frequent set-up issues to overcome • Limited user interface flexibility • More remote programmable buttons • Network reliant • No low price entry point • The app is ’t usto iza le Strengths • Good product line Weaknesses • N/A Strengths • Capability • iPad control • Selection Weaknesses • Complexity • Price • Programming time • Takes way too long Strengths • Great customer service • High-end for clients who like toys • Large database of manufacturers • Lows and works well • Programming software • Well-built, flexible platform Weaknesses • Distributor availability • Docking stations • Have to build a device library before it’s easy • Need a simple remote option • Supply problems during transition • Takes extra time to program 26% SOM 17% SOM 4% SOM9% SOM SOM = Share of Mind
- 9. Summary of STRUCTUREDWIRING key o petito s’ st e gths a d weaknesses based on CV management and distributor/dealer survey Brand development is a communication function that includes analysis and planning o ho the a d is positio ed i the a ket , hi h ta get audie es the a d is targeted at, and building a desired brand reputation Tangible elements of the brand include products – their look, price, packaging – interaction with employees, whether the company stands behind its products and honors product performance promises The intangible elements are brand promises and experiences consumers take away from the brand The intangible elements are brand promises and experiences consumers take away from the brand 9 Strengths • 3 shipping locations – CA, TX, NC • Direct to dealer model • Great support • Great website • Price protected • Rebate program • Variety of product combo packages Weaknesses • Bland • Can be a little flaky • Distribution center products look cheap and unprofessional • Quality • Shipping cost • They’ll let al ost a yo e e a dealer Strengths • Broad range of products • Good marketing • Good penetration in building market • Outside sales force • Rebate program for builders and distributors • Visible presence in distribution Weaknesses • Can be very sensitive • Lack of supply by distributors • Way too expensive • Weird SKUs Strengths • Availability • Comparable price/quality to CV • Is widely available -- including retail and electrical outlets (Home Depot) • Recently acquired home automation line with security • Wide variety of products Weaknesses • Expensive Strengths • 20-year warranty option • Designed to mount in other a ufa turers’ e losures • One of the largest enclosures in the i dustry 50 • Wide variety of products Weaknesses • Brand less known by consumers • Limited range • Not much demand for this • The powered coax distribution blocks have too narrow of bandwidth 23% SOM 16% SOM 15% SOM 14% SOM SOM = Share of Mind
- 10. Summary of SURVEILLANCESYSTEMS key o petito s’ st e gths a d weaknesses based on CV management and distributor/dealer survey Brand development is a communication function that includes analysis and planning o ho the a d is positio ed i the a ket , hi h ta get audie es the a d is targeted at, and building a desired brand reputation Tangible elements of the brand include products – their look, price, packaging – interaction with employees, whether the company stands behind its products and honors product performance promises The intangible elements are brand promises and experiences consumers take away from the brand The intangible elements are brand promises and experiences consumers take away from the brand 10 Strengths • Analog and IP solutions • Cannot be shopped online • Certified integration with most home automation platforms • Excellent branding • First with analog solutions for Control4 integration Weaknesses • Could be easier to setup DVRs and IP cams • Lack of different form factors • Need more camera styles • No rewind in IP camera app • Not many options on cameras • The remote app Strengths • Certified integration with most home automaton platforms • Exclusive to surveillance category Weaknesses • Cameras and chip sets tend to be inconsistent when it comes to color reproduction • Lack of attention to detail with product support • Literature • Not very friendly Strengths • Integration with home automation systems (IP) • Primarily focused on the security market • Wide variety of products • Widely distributed/accessibility is good Weaknesses • Distributor options • Have had some problems with bad hard drives • The support guys typically have no real solid understanding of networking • Their ra d a e, “pe o Strengths • 24/7 tech support • Aggressively priced • IP integration with home automation platforms Weaknesses • Limited selection of low-profile cameras • Not inexpensive 21% SOM 9% SOM 9% SOM 9% SOM SOM = Share of Mind
- 11. Discovery summary: Whois Channel Vision – distributors and dealers say . . . Positive – Best RF splitters – Customer service – Front door intercom works well – Great modulators – Great people and products – Great price points – Innovative products – J box camera 6200 – best little front door camera on the market – Large product selection – Long history in the industry – Old reliable – Product quality – Product reliability – Respected brand – RF distribution products – Structured wiring products – They ha e p odu t offe i gs e a ’t get f o othe s – They have products that solve unique requirements Negative – A little outdated – Better distributor support – Builder program – Greater market penetration with installers and distribution – Lack of brand recognition – Lack of quality – More up-to-date marketing – More visible/viable consumer marketing – Need a catalog – Need comprehensive documentation on product interoperability – Need more apps – Need more information on products and pricing – Need marketing info – why should I buy and where – Need to market more to the industry – Never had a rep call on me – New logo – Tech support needs more techs – Weak field support – Website navigation – Website not easy to spec products11 #1 #6 #8 #5 #10 #10
- 12. Discovery summary –Competitive taglines promote a range of brand positions and category offerings Complete Home Control Integrated Control and Automation Systems A/V Distribution & Control Systems Video Security Intercoms You turn it on. We make it work. Changing The Way Custom Installers Do Business The First Name in Custom Installation It’s U de Co t ol Security & Automation Simply Unique Security Solutions 12
- 13. Current perceptual mapof key competitors and Channel Vision brand positioning 13 5%10%15%20%25%30%35% 5% 10% 15% 20% 25% 30% 35% HIGH BRAND AWARENESS LOW BRAND AWARENESS EMOTIONAL LIFESTYLE BRAND RATIONAL PRODUCT-CENTRIC BRAND
- 14. Future perceptual mapof key competitors and Channel Vision brand positioning 14 5%10%15%20%25%30%35% 5% 10% 15% 20% 25% 30% 35% HIGH BRAND AWARENESS LOW BRAND AWARENESS EMOTIONAL LIFESTYLE BRAND RATIONAL PRODUCT-CENTRIC BRAND
- 15. Distributor and dealerkey selection criteria and perception of Channel Vision Distributor and dealer key selection criteria in rank order 1. Product reliability 2. Product availability 3. Products in stock 4. Knowledgeable support 5. Treats us well 6. Competitive pricing 7. Easy to place an order 8. Brand reputation 9. 1-5 year warranty 10. Intuitive website CV’s pe fo a e y ite ia 1. Product Reliability – not asked 1a. P odu t Quality as asked a. A/V p odu ts: % yes, they’ e high uality b. Intercom: 33% yes c. IR repeater/distribution: 44% yes d. Remote control: Not asked e. Structured wiring: 47% yes f. Surveillance: 36% yes 2. Product Availability – Not asked 3. Products in stock – Not asked 4. Knowledgeable tech support – 22% yes 5. Treats us well – Not asked 6. Competitive pricing – 52% yes 7. Easy to place an order – 32% yes 8. Brand reputation – Not asked 9. 1-5 year warranty – Not asked 9a. Has 1-year powered product warranty – 26% yes 9b. Has 10-year passive warranty – 12% yes 10. Intuitive website – Not asked15 X X X X X X X X = Asked and Answered X = Survey Did Not Ask Question
- 16. Channel Vision currentmessaging critique 1. No tagline, phrase or descriptor 2. No consistent key messaging or theme 3. No positioning 4. Product-centric messaging only – Product descriptions mostly without benefits – Messages not consistent with top selection criteria 5. Press releases include: – Cele ati g 0 yea s as a leadi g a ufa tu e of innovative technology products for the Well- Co e ted Ho e™ – Well-Co e ted Ho e™ is a t ade a k of Simpson Strong-Tie Company 16
- 17. Grouping products intorelevant families will clarify CV brand essence – the three major market drivers are . . . Benefits – Control appliances, HVAC – Convenience – Cost savings – Enhanced comfort – Track and reduce consumption Relevant CV Products – Distribution modules – IR repeaters – Mobile apps – iPad wall docks – Structured wiring Benefits – Deter crime – Faster emergency assistance – Life safety – Peace of mind Relevant CV Products – Home intercom systems – IR repeater systems – Mobile apps – Structured wiring – Surveillance systems – Wall plates, connectors, tools 17 Benefits Enhanced family gatherings Free refreshments In-home relaxation Lifestyle enjoyment No movie tix to purchase Viewing/listening convenience Relevant CV Products Audio Video distribution iPad wall docks IR repeater systems Mobile apps Structured wiring Wall plates, connectors, tools 1. Energy 2. Entertainment 3. Security
- 18. Taglines and phrasestell your audience what you offer They’ e o e of the fi st steps a d a integral part of brand building A good tagline/phrase can be your least expensive form of advertising A tagline/phrase creates a first impression 18
- 19. I t isi alues of Cha el Visio ’s a d esse e 19 Promotes brand essence through relevant and recognized product categories Provides clarity and consistency of messaging Ho e e e gy, e te tai e t, a d se u ity atego ies a e key d i e s Promotes breadth of offerings with opportunity to cross-sell e Home Energy • Entertainment • Security Systemse Home Products & Solutionse Home Products & Systemsi Home Energy • Entertainment • Security Systemsi Home Products & SystemsIf it isn’t Channel Vision, it’s no damn goodIntelligent Home Energy • Entertainment • Security SystemsSmart Products for the Intelligent HomeIntelligent Home Products & Systemsi Home Energy • Entertainment • Security Systems i Home Energy • Entertainment • Security Systems Authe ti . Refle ts CV’s historic and future offeringsI tellige t Ho e . . .
- 20. Five-year messaging recommendation P odu t elia ility is the top message to be emphasized – May be expressed through exceptional warranties As strategic messages are added to the mix, the weight shifts The goal is to ensure CV brand awareness improves on top 5 selection criteria CV brand should be synonymous with reliability, availability and distributor/ dealer support 0% 10% 20% 30% 40% 50% 60% 2014 2015 2016 2017 2018 Product reliability/ warranty claims Product availability/ in-stock guarantees Knowledgeable tech support Treats us well -- Dist./dealer progams Ease of placing orders 20 MessagingWeight
- 21. Channel Vision brandidentity and positioning To consistently provide innovative, high-quality, reliable iHome products to customers quickly, profitably and without fail BRAND ESSENCE Innovative, high-quality iHome products BRAND IDENTITY PROGRAM TACTICS Brand/Image Marketing & Advertising Product/Service Marketing & Advertising PR & Media Relations BRAND POSITIONING iHome Energy, Entertainment & Security Systems 21 VISION To be recognized as a leading manufacturer of innovative, high- quality, reliable products for iHome energy, entertainment & security systems MISSION VALUES A commitment to excellence and the highest levels of mutual respect for customers, employees and vendors alike Home Energy • Entertainment • Security Systemsi
- 22. Recommended Channel Visionnew messaging Leading manufacturer of innovative, high-quality and reliable products for iHome energy, entertainment and security systems 1. Descriptor clearly communicates relevant product offerings 2. Provides consistent messaging 3. Positions the brand 22 Home Energy • Entertainment • Security Systemsi
- 23. Future CV messagesfor consideration Focus on top 5 selection criteria and consumer benefits 1. Product reliability a. 1-year powered warranty b. 10-year passive warranty c. 20-year optional warranty 2. Product availability/in stock 3. Knowledgeable tech support (available 24/7) 4. Treats us well a. Easy method to place orders b. Rebate program c. Responds quickly to problems d. Stands behind warranty 5. Easy to place an order 6. Consumer/end-user benefits a. Security b. Energy savings c. Convenience d. Lifestyle enjoyment 7. Future press release boilerplate Cele ati g 0 yea s as a leadi g manufacturer of innovative technology p odu ts fo iHome energy, entertainment a d se u ity syste s. 23 Home Energy • Entertainment • Security Systemsi
- 24. Evolution of CVbrand messaging over time 24 i Home Energy • Entertainment • Security Systems TAGLINE/DESCRIPTOR • Clarity of offerings • Clarity of brand messaging • Trade & consumer relevant 2016 2017 2018 2019 2020 Smart Products for Intelligent Homes™ TAGLINE • Maintains i Home focus • Leverages brand equity • Trade & consumer relevant Short-term Long-term
- 25. Summary Dealer targets 1.Owner/partner – key decision maker (66%) 2. System designer – next important (11%) Information sources 1. CE Pro is top information source (69%) 2. Residential Systems is next (43%) 3. Sound & Video Contractor (33%) Objective Tell the right stories to right audiences frequently, consistently and across all mediums 25 Brand awareness is low Brand imagery is dated Few negative associations exist Positioning and key messaging need attention – Consider leveraging top market drivers – energy, entertainment, security – Focus on top five selection criteria – Promote product attributes and benefits – Price is not a meaningful differentiator Opportunity for messaging and positioning clarity
- 26. 26 NEXT STEPS Messagingdevelopment • How many ways can CV demonstrate/articulate the top five criteria • Testimonials • Pseudomonials (testimonials told in 3rd person) Develop marketing communication plan • Direct marketing • Advertising – vertical markets • Media investment • Sales presentations • Website • Collateral materials • Budget Develop creative • Execute, measure, refine
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