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G RAF VON F ABER- C ASTELL

G RAF VON F ABER- C ASTELL. Agenda. Scope of the project. Current position of Graf von Faber-Castell. Approach. Proposed concepts and initiatives. Masterplan. The objective. The challenge. The question. Graf von Faber-Castell wants to become the global leader in writing instruments.

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G RAF VON F ABER- C ASTELL

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  1. GRAF VON FABER-CASTELL

  2. Agenda Scope of the project Current position of Graf von Faber-Castell Approach Proposed concepts and initiatives Masterplan

  3. The objective The challenge The question Graf von Faber-Castell wants to become theglobal leader in writing instruments The global brand recognition is not yet reflected in the US Market What can be done to increase brand awareness in the US market? Problem Definition Graf von Faber-Castell is looking for a strategy to increase its brand awareness in the US market

  4. The Perfect Pencilwill be the iconic product Decision to Make Proposed Approach Only the pencil market or the Entire writing instruments market? • Concentrate to the whole writing • instruments market Which GvFC product to lead with? Pen or pencil? • Lead with the Perfect Pencil • Differentiates GvFC from competition • No one has a similar product • Generates curiosity to learn about GvFC • Leverages pencil making expertise

  5. Diagnoses Strategy Execution • Understand current situation • Customer • Company • Competition • Positioning • Market context • Brand Identity • Develop a strategy to promote GvFC brand • Identify concepts to communicate brand • Initiate viral/buzz communication • Outline potential execution ideas • Detail the master plan . • Understand distribution channel implications • Detail marketing mix • Detail execution plan, with budget and results forecasts Developing Strategy to improve brand awareness Create a Graf Von Faber-Castell marketing strategy through an iterative process of strategy

  6. Result of Diagnostic PhaseCurrent situation Graf Von Faber-Castell brand awareness is weak, but it is an opportunity to build brand without preconceptions Customers need to be educated to the product Current customers shop Graf Von Faber-Castell because they knew the brand from Europe, South America

  7. Target Concepts The Voyager The Grown-up Pencil Virtuosity Creating the Magic Secrets Concepts considered to communicate the brand Orchestra’s Mystique

  8. Target Concepts The Voyager Orchestra’s Mystique The Grown-up Pencil Virtuosity Creating the Magic Secrets Concepts considered to communicate the brand

  9. Unique positioning Virtuosity Virtuosity = a great technical skill “Virtuosity” means the overarching theme to celebrate skill and success of the customer(incorporate elemnets of “Magic”, “Orchestra’s Mystique” and “Voyager”) “Orchestra” the first campaign in the series to be followed by the arts “Secrets” an optional concept to resonate with the female audience

  10. Proposal for the First Campaignthe virtuosity of an Orchestra Both the Atmosphere and the Audience of an Orchestra fit very well with the Brand and the target segment Elegance The orchestra conveys an image of elegant art, accessible and self standing GvFC has a similar appeal: elegance and authentic quality Instrument Writing instruments, pencils in particular, are an essential part of the everyday life of musicians and composers Wood It is the emblemic material of GvFC It is present in any orchestra: from conductor’s baton, the violins, the flutes, the concert hall... German Heritage Symphony music foundations can be found in Beethoven, Wagner, Strauss Writing instruments base is in Faber-Castell

  11. Proposal for the Second CampaignSecrets Your GVFC knows all your personal thoughts and is your confidante Mystery Coyness Private Personal

  12. Improve Distribution Channels In order to improve current distribution, and to align it with proposed positioning we developed the following concepts Mobile stores Kiosks (airports, fairs, main venues) Website

  13. Matrix study of prices Matrix matrix matrix matrix matrix

  14. Mobile flapship stores Inspirations & Elements Wood Tree Natural light, dim The storyteller Writing desk Squeaky wooden floors One entry / exit Where Being able to experience the products Flagship Department Stores Airport Concert Halls

  15. Mobile flapship stores Write a letter to yourself Rationale: experience the product in its natural setting Caring about the customer One week store event Using GvFC pencil or pen, write a letter on an antique writing desk Address the envelope to yourself in exactly one year: 5 things you want to achieve by the end of this year or where you might be in one year The shop seals it with wax and stamps it with a GvFC logo max & will post it

  16. Video of in-store experience Will be completed for final presentation

  17. Kiosk personalizedmusic Floor Plan

  18. Kiosk personalizedmusic Inside of Kiosk

  19. Kiosk personalizedmusic Inside of Kiosk (color)

  20. Conceptual internet website New website, centered, in the launch period, on the emblematic product of the perfect pencil, connected to the Orchestra theme Rationale Communicating the brand’s uniqueness Enhancing & supporting the Brand Identity Educating the customers Creating curiosity & expectation

  21. Conceptual internet website proposed structure Loading Page

  22. Conceptual internet website proposed structure Loading Page

  23. Conceptual internet website proposed structure Final Main Page

  24. Composers’ Contest Rational Promote the image of GvFC through the sponsorship of new symphony compositions in the US Main Elements Partnerships - Co-sponsor the event with the major professional institutions (investment Banks, Law Firms) and local Newspapers Timing - Promotion time of 6 to 9 months. The event itself happens in two weeks Multip-phased process - First, submissions - composers send their works in tape and scores. Independent judges select 12 compositions to be played Second, Eliminatory performances - invited assemblies (p.e. Semiprofessional orchestras) perform the selected compositions in one weekend. Judges select the winner Third, Last Performance - Winner is announced. Host orchestra perform the composition to a selected audience, with guests from the sponsor. Execution suggestions Invite an experienced musician / composer to deal with the details of the event Contract a strong PR agency to deal with the communication to the potential composers and to the general public

  25. Rationale Impress Have a full illustration of the product Reach a large number of potential customers Where Financial center Main stations Close to large, luxury department stores Sidewalk Arch A walk through the story of the pencil

  26. Sidewalk Arch Sketches

  27. Sidewalk Arch Sketches

  28. Sampling How Send direct marketing to selected senior leaders of professional institutions (investment banks, law forms, architectural firm, etc); include the perfect pencil in the mailing What Message will be about using the perfect pencil to create their own music / magic in their daily lives Rationale Match with target profile Influential role of the recipients (write often, sees clients and have influence over junior staff members)

  29. Celebrities’ Journal What are you Hiding? A Journal collecting celebrities’ secrets anonymouslly Celebrities write their secrets only with GvFC

  30. Introduction of Secrets Masquerade Masquerade event for charity, celebrities involved Include the Perfect Pencil, a journal and a beauty fan in the gift bag Ideas to convey - Elegance, seduction ability, mystery, plyfulness

  31. Dedicated Linesfor secrets Sketches

  32. Detailed later 1 2 3 Introduction Apprenticeship Mastery 1-2 years 2 years 2 years Objective Introduce the market to The Perfect Pencil Educate and create high aspirations Dominate the market and represent a strong reference to customers Concepts • Introduction of Virtuosity: Orchestra campaign • Development of Orchestra with Magic elements • Introduction of Secrets • Development of Virtuosity with another art • Development of Secrets Orchestra Secrets Initiatives • Conceptual internet site for GvFC – Perfect Pencil • Orchestra Campaign • Retailing initiatives to create brand awareness • Website extended to the whole line and connected to side initiatives • Secrets Campaign • Supporting initiatives to Orchestra • Website extended to the whole line and connected to side initiatives • Supporting initiatives to both Secrets and Orchestra Brand Strategy to enter the US market The new market can be tackled in three different phases

  33. Financials (developing developing developing) Sampling via direct mail Up to $5 per piece, plus postage depending on complexity of design, can leverage volume discounts Mobile Kiosk Permit, construction, transport Sidewalk arch Permit, construction

  34. Out (out out out out out out out) out

  35. Big Concepts text text text text

  36. Virtuosity combines elements of Magic, Orchestra and Voyager Addresses the mastery and skill of the customer Targets same demographic as all three concepts Elements of creating “magic” in all that you do resonates Treat Orchestra as the first execution of the concept (can be expended to other areas of art)

  37. Detailed later 1 2 3 Introduction Apprenticeship Mastery 1-2 years 2 years 2 years Objective Introduce the market to The Perfect Pencil Educate and create high aspirations Dominate the market and represent a strong reference to customers Concepts • Introduction of Virtuosity: Orchestra campaign • Development of Orchestra with Magic elements • Introduction of Secrets • Development of Virtuosity with another art • Development of Secrets Orchestra Secrets Initiatives • Conceptual internet site for GvFC – Perfect Pencil • Orchestra Campaign • Retailing initiatives to create brand awareness • Website extended to the whole line and connected to side initiatives • Secrets Campaign • Supporting initiatives to Orchestra • Website extended to the whole line and connected to side initiatives • Supporting initiatives to both Secrets and Orchestra Brand Strategy to enter the US market The new market can be tackled in three different phases

  38. Conceptual internet website proposed structure Final Main Page

  39. The Orchestra’s Mystiquethe concept The Artistic Inclined GvFC can have a strong appeal for the audience of orchestras 30 to 55 males $100K + annual income Curious about new concerts new expositions, new art events Look for what is truly beautiful

  40. Initiatives + Mobile flagship store New store in Wall Street Sampling Yearly Contest for Composers Sidewalk Arch Communication effectiveness Advertising Yearly Contest for Artists Google Advertising PR New pen Website - - + Cost Initiatives to Launch the Orchestra Campaignconceptual

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