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ICOM FOR PAPERMATE

ICOM FOR PAPERMATE. AGENDA. Introduction ICOM Overview Key factors of success Papermate challenges Local strategies Budget Team. YOUR CHALLENGE. +100 ME turnover in 3 years Understanding keys to success No mistake allowed. YOUR NEED. A Global Agency With Multi Local Force

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ICOM FOR PAPERMATE

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  1. ICOM FOR PAPERMATE

  2. AGENDA • Introduction • ICOM Overview • Key factors of success • Papermate challenges • Local strategies • Budget • Team

  3. YOUR CHALLENGE • +100 ME turnover in 3 years • Understanding keys to success • No mistake allowed

  4. YOUR NEED • A Global Agency • With Multi Local Force • Already a strong expertise on your market • Had proven success

  5. ICOM COVERAGE • Covers 90% of world ’s markets • Total billings exceed 3 billion dollars • 70 agencies • 2500 employees

  6. INVENTED FOR CLIENTS • Who want : • Global resources • Continuity and involvement of agency management • Deep understanding of local markets • No bureaucracy • Faster response times

  7. ICOM IS ENTREPRENEURIAL • Founded in the 50’s by Entrepreneurs • Agencies owned the network, not the other way around TheIcom Idea IndependentsMultinationals

  8. SERVING SUCCESSFULLY INTERNATIONAL CLIENTS

  9. WITH AGENCIES TOTALLY CONNECTED • Intraned linked • Access to 1000 database and library services

  10. ICOM IS EVERY WHEREYOU NEED Regional Breakout North America : 50% South America : 10% Europe : 20% Asie Pacific : 20% EUROPE HQ PARIS

  11. EXPERTISE AND SUCCESS ON YOUR MARKET FRANCE UK CREATIVE DIRECTOR 6 YEARS SUCCESS PILOT MEDIA DIRECTOR 5 YEARS FOR BIC REYNOLDS N°2 BRAND 90% KNOWN FRANCE + UK + GERMANY ITALY + SPAIN WINNERS OF SANFORD REVIEW IN 2000 HIGHEST EXPERIENCE OF YOUR TARGET 15 - 35 YEARS NO CONFLICT IN OTHER COUNTRIES

  12. OUR APPROACH • We create Positioning Statement for brands, breaking the rules of their industry and able to build strong recognition

  13. THE ICOM BRAND POSITIONING STATEMENT

  14. THE BRAND TRIANGLE

  15. RESULTS « Il n ’y a pas que le riz et les pâtes dans la vie, il y a EBLY » « 3 generations, one passion » « Reliability » « Easy to work with Case »

  16. KEY FACTORS OF SUCCESS

  17. GOING TO A GLOBAL ATTITUDE • Same paradox everywhere : less writing but more instruments • Usages are similar, instruments also • Same new trends emerge everywhere : roller pens, Gel ink, “swatch-like” design • Brand positioning has to follow

  18. BUT STARTING FROM A LOCAL ATTITUDE • Purchasing criteria vary • Quality & performance : USA / Germany • Style : France / Italy • French market strong in fountain pens, Papermate is not • German market strong in refillable, Papermate is not • Papermate 2 brands in France and UK, 1 brand in Italy and Germany

  19. Low awareness in France, High in UK and Italy. • Low empathy in France, Better in UK. • A family image in Italy and Spain, not elsewhere. • A French market dominated by Hypermarkets, a German market by Traditional. • High media cost in Germany, lower in Italy.

  20. CREATING BRAND EQUITY • New generations are the trend setters • Young want brands • Brands build emotional territory that makes the difference

  21. LOOKING FOR THE RIGHT BRAND POSITIONING + - BIC PILOT PENTEL STABILO EDDING UNIBALL Value for money Single product Had to follow market trend Technology Too arrogant Awareness Relying on 70 ’s success Profesionnal Smove Dichotomy - Boss / Schwan Technical Vague

  22. LOOKING FOR THE RIGHT BRAND POSITIONING(2) + - Good quality, serious Too serious, “cold” technology PAPERMATE PAPERMATE “ Au cœur de la communication ” A tool among computers, cell phones Lack of emotional values

  23. A FLAG PRODUCT IS CRITICAL For establishing a brand and selling a range • Bic : Crystal Pen ( in the 50’s) • Pentel : Fibre pen / Green body ( in the 70’s) • Pilot : Hightech Roller v.series ( in the 80’s) • Stabilo : highlighter Boss, Smove • Papermate : Nylon ( but brand marking not visible)

  24. ADVERTISING THAT WORKS REYNOLDS / FRANCE PILOT / UK Flag : Ink series Media : TV Tone : Relaxed, friendly Flag : Roller V.series TV Media : TV Actor : Stirling Moss

  25. PAPERMATE CHALLENGES

  26. Establishing a high and consistent Brand Equity • Select Flag(s) Product(s) • Europe’s 3 years plan • Setting local objectives • No cannibalization of Reynolds • No rush for Germany

  27. ESTABLISHING A HIGH AND CONSISTENT BRAND EQUITY Timing is short • Starting 2nd phase now • Testing final options 01/03 • All information available at ICOM • Except Brand Survey/Results 12/02 • Deadline 03/03 • Production ready for Back to School

  28. Brand image is not relevant to your turnover’s objectives No mention of Papermate in Gatard Brand Mapping ( France, UK, Germany, 2000)

  29. Lack of brand empathy in France ( Source : TMO 2001)

  30. Need for emotional values Emotional values Complicity After Success Vitality Pleasure of writing Personal expression Close Fun Quality Reliability Technology Before Commodity Comfort Functional values

  31. REASONS TO CHANGE BRAND LEADER WIDER RANGE WELL RECOGNIZED LOGOTYPE WITH NEW STYLE NEW COLORS MORE FUN NEW WRITING PERFORMANCES GEL

  32. SELECT FLAG PRODUCTS • This is a first short list • From an evaluation of your range which is divided in 3 parts Traditional Papermate Papermate 2001 -2002 Sanford selection PHD Clickster Sharpie Expo Accent Flexgrip Nylon Replay Gel Max Star Gel Eraser Max Ageing Perception unknown Weack perception in Euro survey 2000

  33. SELECT FLAG PRODUCTS FLEXGRIP STAR GEL STAR GEL COLOURS LIQUID RANGE ERASER MAX « La valeur sûre » « The Gel » « The Fun » « The Liquid Attitude » « The new REPLAY in Italy »

  34. Flexgrip is the existing best seller / key role in short term • Star Gel: - we have no consumer test - but seems to have great potential • Liquid range : Brings modernity and glamour for in Markers and Highlighters • Eraser Max : Mostly for the Italian and Spanish market

  35. In 1er stage, flag products mostly local • In 2nd stage, going for a global flag • Innovation is essential “ A market where people write less but use more writing instruments needs innovation ”

  36. EUROPE 3 YEARS PLAN (1) • Short term priority: UK/ITALY : No major existing weakness FRANCE : Major target is Offices SPAIN/PORTUGAL : The 4th largest population, high potential, benefiting from your Hypermarkets experience

  37. EUROPE 3 YEARS PLAN (2) • Additional targets BENELUX : GERMANY : National launch on 2005 Regional or local test in 2004 Capitalizing on France and UK

  38. EUROPE 3 YEARS PLAN (3) Relaunch with heavy Media Relaunch Test Market

  39. LOCAL STRATEGIES

  40. ITALY Pens 67% Markers 20% Pencils 13% Background : • A market dominated by Pens • Papermate’s best seller is Replay ( 15% of Ball Pens) but name not related to Papermate • Brand image needs refreshment • Strong potential against Bic, Tratto Fila, Staedler, Stabilo • Need for introducing new models with higher performances

  41. ITALY (2) Orientation : • Capitalize on new models of the range • Going after all targets • Boost awareness and sales with budget 2ME per year • Build the future with emphatizing on innovation

  42. 2003 - 2004 - 2005 • All targets • Identifying flag products Eraser Max : More diversified target than Replay : from schoolboy to business man Star Gel : Gel technology Great style High potential Liquid range : Needs evaluation before Go/ Nogo • TV + other media ( Radio / Press / Outdoor ) • Presence at SMAU ( March + October )

  43. UK Background : • Papermate is strong (close to 10%) • Amoung the big players like Bic, Pilot, Pentel • Logotype recognized • Consumers are at ease with Papermate • Contract Stationers is a Key channel • Advertising awareness from the past

  44. Orientation : • Identifying flag products • Starting heavy media campaigns in 2003 • All targets • Budget 2 ME

  45. Orientation (2) : 2003 - 2004 - 2005 • Consumers : • Large share of budget for Back to school • Go back to TV or use National Newspapers • Use of Posters in Schools and Colleges • Reach 500,000 children via Special Newspaper • Business : • Strong coverage of purchasers via Trade and Secretary Magazines • London underground posters in key business areas • Trade : • Stationery Trade press

  46. FRANCE • Market share under 3% • Stopping sales drop, new momentum • Aggressive relaunch in 2003 • Boost awareness and sales with budget 2 ME • Going from a Brand “Functional Territory” to “Emotional Territory”. • 2 stages

  47. FRANCE (2) 2003 - 2004 2005 · · Priority on offices and All targets young adults ( except kids) - versus Pilot, Pentel Identifying new · cannibalization - limit Reynolds Flag Product · Identifying Flag Product · Going TV · Reviewing media like outdoor and Magazines · High pressure on Professional Press* * Pilot’s strategy in the 90 ’s

  48. GERMANY Background : • National brands are dominant, except Bic • Writing is more traditional in Germany, people seem to stick to what they have been used to • Traditional retail reaches 35% of sales • Protectionism? • Cost of media is the highest • We need 3 ME for a TV launch

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