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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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agenda
AGENDA
  • Introduction
  • ICOM Overview
  • Key factors of success
  • Papermate challenges
  • Local strategies
  • Budget
  • Team
your challenge
YOUR CHALLENGE
  • +100 ME turnover in 3 years
  • Understanding keys to success
  • No mistake allowed
your need
YOUR NEED
  • A Global Agency
  • With Multi Local Force
  • Already a strong expertise on your market
  • Had proven success
icom coverage
ICOM COVERAGE
  • Covers 90% of world ’s markets
  • Total billings exceed 3 billion dollars
  • 70 agencies
  • 2500 employees
invented for clients
INVENTED FOR CLIENTS
  • Who want :
    • Global resources
    • Continuity and involvement of agency management
    • Deep understanding of local markets
    • No bureaucracy
    • Faster response times
icom is entrepreneurial
ICOM IS ENTREPRENEURIAL
  • Founded in the 50’s by Entrepreneurs
  • Agencies owned the network, not the other way around

TheIcom Idea

IndependentsMultinationals

with agencies totally connected
WITH AGENCIES TOTALLY CONNECTED
  • Intraned linked
  • Access to 1000

database and

library services

icom is every where you need
ICOM IS EVERY WHEREYOU NEED

Regional Breakout

North America : 50%

South America : 10%

Europe : 20%

Asie Pacific : 20%

EUROPE HQ

PARIS

expertise and success on your market
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

our approach
OUR APPROACH
  • We create Positioning Statement for brands,

breaking the rules of their industry and able to

build strong recognition

results
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 »

going to a global attitude
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
but starting from a local attitude
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

slide21
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.
creating brand equity
CREATING BRAND EQUITY
  • New generations are the trend setters
  • Young want brands
  • Brands build emotional territory that makes the difference
looking for the right brand positioning
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

looking for the right brand positioning 2
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

a flag product is critical
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)
advertising that works
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

slide28
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
slide29

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
slide30
Brand image is not relevant to your turnover’s objectives

No mention of Papermate in Gatard Brand Mapping ( France, UK, Germany, 2000)

slide32
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

slide33

REASONS TO CHANGE

BRAND LEADER

WIDER RANGE

WELL RECOGNIZED

LOGOTYPE WITH

NEW STYLE

NEW COLORS

MORE FUN

NEW WRITING

PERFORMANCES

GEL

select flag products
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

select flag products1
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 »

slide36
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
slide37
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 ”

europe 3 years plan 1
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

europe 3 years plan 2
EUROPE 3 YEARS PLAN (2)
  • Additional targets

BENELUX :

GERMANY : National launch on 2005

Regional or local test in 2004

Capitalizing on France and UK

europe 3 years plan 3
EUROPE 3 YEARS PLAN (3)

Relaunch with

heavy Media

Relaunch

Test Market

italy
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
italy 2
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
slide44
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 )
slide45
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
orientation
Orientation :
  • Identifying flag products
  • Starting heavy media campaigns in 2003
  • All targets
  • Budget 2 ME
orientation 2
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
france
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
france 2
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

germany
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
slide51
Background (2) :
  • Your existing range didn’t sell well
  • Most of new products in 2003 catalogue come from Sanford
  • Sanford range was tested among consumers in 2000

- Style : disappointing

- Quality : didn’t meet high German expectations

- Confusion : some recognized rotring products

- Distributors said “it is not yet a range”

slide52
Background (3) :
  • some opportunities

PHD : German like thick pens but style

is pretentious

Sharpie : Distributors accredit a better quality

than Edding

Liquid range : Differentiating but may be a niche

slide53

Orientation :

2003

2004

2005

  • Running market
  • test (local or
  • regional)
  • National launch
  • No rush
  • Identifying a
  • flag product
  • Consumers tests
  • Budget : 3 ME
spain background
SPAINBackground :
  • No local brands in the market
  • A disposable market, few fountain pens or pencils
  • Trend going fast towards diversity and design
  • Competition are Bic, Pilot…
  • Pilot has a strong image, modern, reliable
spain 2 background
SPAIN(2)Background :
  • Papermate is recognized, but with an image somewhat OLD dated
  • Ageing products, Nylon, Flexgrip, Replay
  • Papermate often associated with schoolboys

( Replay)

  • Advertising on Flexgrip, Replay, EraserMax
  • Currently running TV campaigns with 1/2 ME divided in 2 waves, March and Back to school
spain 3 orientation
SPAIN(3)Orientation :
  • Refresh the brand and move it to a more modern territory
  • All targets, but concentration on “ back to school ” and B2B
  • Identify flag products among the most trendy, stylish and comfortable (gel?)
spain 4 orientation
SPAIN(4)Orientation :
  • Find the appropriate territory for the brand;
  • Agressive boost in 2003 for push-pull strategy
  • Review the media plan taking care on not spreading the plan too thin, and exploring other media (outdoor)
  • 1 million Euros should be appropriate to develop awareness and sales.
benelux background
BENELUX Background :
  • Papermate potential is x2
  • Low awareness
  • Competitors are Bic, Pentel, Staedler, Pelikan
  • Identifying all issues in 2002 : Image, product perception, distribution coverage
benelux 2 orientation
BENELUX(2)Orientation :
  • A first campaign is envisioned in 2003
    • Back to school

A key period

In Holland 25% population is under 20 years

Special activities in department stores and food chains

    • B to B

Catalogue selling

Internet

benelux 3 orientation
BENELUX(3)Orientation :
  • Heavily advertising in 2004 and 2005
  • Media
    • TV is expensive in Holland, not in Belgium
    • Radio is very popular among Teenagers and Students
    • Schools: Ads in agendas

Posters

National publication

    • Internet : 70% young people in Holland have internet at home
benelux orientation 2
BENELUXOrientation (2) :
  • A first campaign is envisioned in 2003
    • Back to school
slide64
STRATEGIC BOARD :
    • Germany / Italy / Spain / UK / Benelux / France
    • Members : Country Managing Directors
    • Head : P. Dassas
  • LEAD AGENCY :
    • Elaborates strategies / develops concepts / copy / global production/ visa & veto on local adaptations and production
    • Criteria of lead agency :
      • Close to client headquarters
      • Major market and potential
      • Strong writing instruments experience

FRANCE