Estrategias de Gestión Humana 2.0: desde el employer branding a ...
Estrategias de Branding y Marketing para ganar en...
Transcript of Estrategias de Branding y Marketing para ganar en...
Presentation Marketing counsel_Graphic_16.10.09.pptx
Madrid, October 29th, 2009
Presentation for "Thoughts about the future: the markets in 2011"
Estrategias de Branding y Marketing para ganar en tiempos de crisis
2Presentation Marketing counsel_Graphic_16.10.09.pptx
A. Strong brands are more successful in times of crisis
3Presentation Marketing counsel_Graphic_16.10.09.pptx
Strong brands are significant more successful then industry average – Even in times of crisis
DEVELOPMENT SINCE AWARDDEVELOPMENT SINCE AWARD
> Winners of the German Brand-Award of the last 10 years
> 27 companies from various industries
> Development in the years after being awarded (starting from 2001)
> Revenues and BIT growth strongly above respective industry average
REVENUESREVENUES
20082008
+8.3% CAGR +8.3% CAGR
EBITEBIT
20082008
+6.0% CAGR +6.0% CAGR
4Presentation Marketing counsel_Graphic_16.10.09.pptx
Power brands contribute high brand energy and mass
> Market share> Relative market share> Brand recognition
>Br
and r
ecog
nition
/usag
e (co
nver
sion)
>Br
and p
ortfo
lio>
Bran
d diffe
renti
ation
BEST BRAND RELAUNCH BEST NEW BRAND
0
5
10
0 5 100
5
10
0 5 10BRAND MASS
BRAN
D EN
ERGY
5Presentation Marketing counsel_Graphic_16.10.09.pptx
12 essentials of customer centric marketing learned from winning brands
I. Understand your target groups and focus on themII. Tailor your brand's core to your target groupIII. Closely tailor your brand's USP to your target group, but differentiate it clearly from the competition IV. Make sure all elements of the marketing mix are in line with the brand's core and are based on your
target group's values and behaviorV. Orchestrate all customer touch points in terms of content, timing and activitiesVI. Persevere, stay focused and don't strayVII. Tightly coordinate brand launches and management of all marketing mix elementsVIII. Focus your targets and management systems rigorously on your target group and make sure there are
no contradictionsIX. Don't forget that customer-focused employees are the best ambassadors of your brandX. Closely monitor brand performance and continuously improve performance vis-à-vis your core target
groupXI. Align your pricing strategies to your brands' USPs and your target group's price sensitivity XII. Efficiently communicate with your brands' target groups by orchestrating all your touch points with them
Source: Roland Berger Strategy Consultants
6Presentation Marketing counsel_Graphic_16.10.09.pptx
B. How to implement Customer centric marketing
7Presentation Marketing counsel_Graphic_16.10.09.pptx
Customer Centric Marketing focuses all energies on the successful customer approach
> Increase customer satisfaction/loyalty
> Top line growth> Margin/cost
optimization
> Values> Needs> Behaviors> Decision
patterns> Customer
value
Customer centric (M/S) organization
Customer centric enterprise
R&D
Production
Supply chain
INTEGRATED CUSTOMER
UNDERSTANDING
INTEGRATED CUSTOMER APPROACH
Brand
Offer product /service
Campaign/Promotion
Channel
Price
Sales
Marketing
Sales
8Presentation Marketing counsel_Graphic_16.10.09.pptx
Two elements of advanced customer understanding: a comprehensive, demographic database plus the value systemElements of the RB ProfilerQUANTITATIVE DATA BASE RB PROFILER VALUE SYSTEM
Enormous pool of quantitative data available for economic assessment, product- and service-design, marketing campaigns etc.
> Existing databases from more than 200 projects> Individual market researches
20 general customer values in 6 specific clusters describe the needs of people or the values addressed by brands
> The RB Profiler value system is the result of extensive research, many years of branding expertise and continuous refinement
Socio- demographic data
Socio- economic data
Product-/ brand aware-ness &
usage
Consumptionbehavior
Interests & Attitudes
Values, needs& desires
Source: Roland Berger Strategy Consultants
9Presentation Marketing counsel_Graphic_16.10.09.pptx
20 general customer values, desires and aspirations used to measure needs of customers and values addressed by brands
Source: Roland Berger Strategy Consultants
Purism NatureFair
Altruism
Smart Shopping Total Cost
Moneyism
ProvenProvenServiceQualitySecurity
Traditional Performance
ClassicPrestigeTranquil Clanning Vitality
Traditional Hedonism
CarefreeCool &Trendy
Thrill &Entertainm.
Progressive Hedonism
PersonalEfficiency
Innnovation/ProtechCustomized
Progressive Performance
E
Smart ShoppingSmart
Shopping
Total CostTotal Cost
NatureNature
FairFair
PurismPurism TranquilTranquil
Thrill&Entertainm.
Thrill&Entertainm.
Cool&TrendyCool&Trendy
CarefreeCarefreeVitalityVitality
ClanningClanning
PrestigePrestige
ClassicClassic
CustomizedCustomized
Personal EfficiencyPersonal Efficiency
Innovation/ Protech
Innovation/ Protech
Service Service
QualityQuality
ProvenProven
SecuritySecurity
R
10Presentation Marketing counsel_Graphic_16.10.09.pptx
It's key to measure, visualize and analyze the values and desires of individuals or groups of people
Source: Roland Berger Strategy Consultants
Example: Individual customer profile "Juan"
'Juan'ICP – Individual customer profile
(ID 0335)
'Juan'ICP – Individual customer profile
(ID 0335)
INTERPRETATIONINTERPRETATION
> Juan is a very modern, progressive person
> He finds new, innovative technology and trendy products very thrilling and demands customized, service- oriented and top-quality products
> Money is not an issue for Juan – he is ready to spend
> Ethical values do matter for Juan – he is open to new things and worries about society and the environment
No. of level lines indicates statistical significance in relation to the peer group
Values that Juan agrees with – i.e. his preferences, desires
Values that Juan does not agree with – i.e. his dislikes
11Presentation Marketing counsel_Graphic_16.10.09.pptx
Identifying consumers with homogenous needs and behavior is the starting point for increased commercial impact of brandsExample for homogenous consumer Archetypes
INDIVIDUALS VALUES-BASED CONSUMER ARCHETYPES1)
…
Traditionalists
17%
Progressive Performers
15%
Traditional Hedonists
12%
Modern Emotionalists
12%
Minimalists
10%
Progressive Individualists
10%
Rationalists
10%
Maximalists
9%
Egomaniacs
5%
1) Share of consumers
Source: Roland Berger Strategy Consultants
12Presentation Marketing counsel_Graphic_16.10.09.pptx
Rationalists demand high personal efficiency at attractive prices and neglect emotional aspects – example SpainRationalistsSpanish Archetype
Main Personality Characteristics – "Value demography" Pro-Values: Protech and efficiency seekers; Technocrats; Price seekersAnti-Values: Reject emotional values; Individualists
10 % 4,4 Facts & figures 3
Size (%)Key Economic Figures – "demographics"
Income index Main purchase driver
Archetype Average in Population
Telecom usage
Economic relevance (1-9)
Brand split (%)
Market penetration3)
(%)Average expenditure (EUR)
Brand split (%)
Market penetration3)
(%)Average expenditure (EUR)
Brand split (%)Internet Pay TV Bundles
40.8 31.5
Telefónica (54.9%) Orange (9.3%)
ONO (20.2%)
Other (5.9%) Tele2 (0.8%)Jazztel (2.1%)Ya.com (6.8%)
28.8 23.2
54.0 41.7
Digital+/ Sogecable
(49.3%)
ONO (31.7%)
Other (7.9%)Telefónica (11.1%)
39.939.2
Telefónica (45.4%) ONO (40.3%)
Orange (2.9%)
Other (3.8%) Jazztel (1.4%)Ya.com (1.2%)
Market penetration3)
(%)Average expenditure (EUR)
54.9 58.931.6
18.624.9
26.4
Within all users
Within users with 2 services
Source: Roland Berger Strategy Consultants; actual project example
13Presentation Marketing counsel_Graphic_16.10.09.pptx
The values addressed by brands allows to forecast consumption behavior
Source: Roland Berger Strategy Consultants
Dia
CUSTOMER"CARMEN"BRAND PROFILESCUSTOMER "JUAN"
El Corte Inglés
> Juan likes innovative technology, trendy, customized products and good quality. He is neither an adventure-seeking person nor price-sensitive
> Juan buys at El Corte Inglés – it is expensive, but stands for efficiency and quality
> He does not like the minimalistic image of Día
> Carmen is a serious and altruistic person. She is very concerned with the prices and even compromises on quality and service
> The performance-oriented image of El Corte Inglés does not attract her – it is too expensive
> Carmen buys at Día – it ad- dresses her needs for minimalistic products and low prices
BUY
�
FIT
�
FIT
�NO FIT
�NO FITBUY
Understanding consumption behavior
14Presentation Marketing counsel_Graphic_16.10.09.pptx
The values of the customers build the profile of the market drivers in the industry
Mobile phones, UK
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
R
Beer, Germany
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
R
Luxury Cosmetics, Japan
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassionClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassionClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
R
Smart Shopping
Smart Shopping
Total CostTotal Cost
NatureNature
FairFair
PurismPurismTranquilTranquil
Thrill&FunThrill&Fun
New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
ClanningClanning
PassionPassion
ClassicClassic
CustomizedCustomized
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
Service Service
QualityQuality
ProvenProven
E+ E-
R+ R-
E
R
E+ E-
R+ R-
E
R
Smart Shopping
Smart Shopping
Total CostTotal Cost
NatureNature
FairFair
PurismPurismTranquilTranquil
Thrill&FunThrill&Fun
New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
ClanningClanning
PassionPassion
ClassicClassic
CustomizedCustomized
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
Service Service
QualityQuality
ProvenProven
Values of business hotel users Values of leisure hotel users
Source: Roland Berger; project examples
15Presentation Marketing counsel_Graphic_16.10.09.pptx
With RB Profiler, Actual Value Perceptions (AVP) of all consumer brands can be measured and analyzed
TELEFONICA COCA-COLA SOL MELIA
Examples – Actual Brand Perceptions
Source: Roland Berger Strategy Consultants; Actual project examples
16Presentation Marketing counsel_Graphic_16.10.09.pptx
Customer segments and brand profiles are the basis for the commercial positioning process – the joint space
Source: Brandmark, actual project; Roland Berger Strategy Consultants
> The "Joint Space" is (a room to illustrate how close value profiles are towards other based on multi- dimensional scaling analysis) our unique way of visualizing all target groups (archetypes), own brand(s) and competitors' brands in one space
> This overview of entire competitive landscape lead to core questions:– Which kind of customer types are addressed by
the different brands ?– Does my brand portfolio allow for a maximum
market penetration with minimum risk of cannibalization ?
– Do market gaps exist that allow for additional market potential ?
Toyota
Opel
Audi
Mercedes-Benz
BMWFord
Peugeot
VW
Renault
Skoda
Archetype Current brand position
REMARKS
PERFORMANCE
INDIVIDUALISM
TRADITION
PRA
LEI
KOM
KNS
HEDANS
JOINT SPACE – AUTOMOTIVE
17Presentation Marketing counsel_Graphic_16.10.09.pptx
Focus on specific target groups and their values drive the economic success of a brand
JOINT SPACE – AUTOMOTIVE
> A strong and differentiated brand with a clear target group focus are a core lever for economic success
> Joint space shows the average develop-ment of the analyzed brands in the past 10 years
Archetype Current brand position and development of volume
REMARKS
2)
1) CAGR Volume 1997-2007
Volume increased – growth >1% p.a.Volume constant.Volume decreased – decline >1% p.a.
> Brands with a clear target group focus and a focused brand positioning are more successful – development of course also influenced by other criteria
PERFORMANCE
INDIVIDUALISM
TRADITION
PRA
LEI
KOM
KNS
HEDANS
Toyota
Opel
Audi
Mercedes-Benz
BMWFord
Peugeot
VW
Renault
Skoda
Source: Brandmark, actual project; Roland Berger Strategy Consultants
18Presentation Marketing counsel_Graphic_16.10.09.pptx
The RB Profiler provides one integrated methodology to segment the market and develop targeted value propositionsAreas of ApplicationMARKETS & CUSTOMERS BRANDING
MARKETING & SALESMEASUREMENT & CONTROLLING
> Market, customer and competitor analysis
> Market and customer segmentation> Economic assessment of market and customer
segments / potentials> Customer insights – comprehensive customer
understanding
> Review, development and evaluation of marketing communications, pricing or sales / POS concepts
> Strategic campaign management> Product and service design
> Sales activation concepts> Loyalty concepts
> Analysis of actual brand perceptions of own and competitor brands
> Development of future / target brand positioning> Review and development of brand strategies
– Brand portfolio / architecture– Brand extension
> Analysis of effectiveness and efficiency in marketing & sales
> Marketing Controlling: measurement of Brand & Marketing KPIs
> Business planning
> Campaign & response tracking
Source: Roland Berger Strategy Consultants
19Presentation Marketing counsel_Graphic_16.10.09.pptx
C. Case study: Successful in turbulent times with Customer Centric Marketing
20Presentation Marketing counsel_Graphic_16.10.09.pptx
Successful repositioning of a leading German fashion brand in times of crisis
STARTING POINT
> Initial situation:– Customers largely unaware of
sub-brands– Lack of differentiation in product,
price and VM1)
> Project goal: Revive the brand and win additional customers
> Build up umbrella brand via strong sub-brands
> Clearly differentiate the individual sub-brands' positioning
> Identify, define and under-stand target groups in detail
BRAND STRATEGY IMPLEMENTATION
> Align product range and looks to specific target groups
> Differentiate visual merchan-dising, including differentiated shop window plan
> Design and launch separate sub- brand campaigns
Vero Moda
Gentle Traditionalists
Polo Ralph Lauren Boss men
Tommy Hilfiger
Gentle Minimalists
Humanists
Minimalists
Social Hedonists
Strenesse Blue
Zero
Mexx
Street One
Strellson
Marc AurelMax Mara
More & More
Mango
H&M
Clockhouse
Orsay
Rule BreakerPimkie
New Yorker
Restless Ind.
Miss Sixty
Tom Tailor
HugoDieselD&G
Puma
Esprit
Marc O’Polo Zara
Boss w.S.Oliver
Clothcraft
Collection
Casual
edc
Vero Moda
Gentle Traditionalists
Polo Ralph Lauren Boss men
Tommy Hilfiger
Gentle Minimalists
Humanists
Minimalists
Social Hedonists
Strenesse Blue
Zero
Mexx
Street One
Strellson
Marc AurelMax Mara
More & More
Mango
H&M
Clockhouse
Orsay
Rule BreakerPimkie
New Yorker
Restless Ind.
Miss Sixty
Tom Tailor
HugoDieselD&G
Puma
Esprit
Marc O’Polo Zara
Boss w.S.Oliver
Clothcraft
Collection
Casual
edc
1) Visual merchandising
Source: Roland Berger Strategy Consultants
Marketing Communication – project example
21Presentation Marketing counsel_Graphic_16.10.09.pptx
Esprit's initial perception was mainly based on two emotional elements
> Esprit has the leading position regarding brand awareness and is clearly anchored
in the mind of consumers> But due to its broad penetration it has a rather democratic brand
perception> Only selective emotional attributes like "Prestige" and "Vitality"
are perceived –
rational and performance-oriented values like "Quality" and "Convenience" are completely missing
> "Cool & Trendy" as a driver for fashion
and freshness
is also not clearly perceived
by the consumer> The current brand value perception is mainly based on three
reasons –
communication, distribution channels, and differentiation
of divisions
Esprit KEY REMARKS
Esprit has to strengthen its emotional values, but also to drive the consumer perception in the area of rational values
Cool&Trendy
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7Protech
24/7Protech
E
+–
R
E
+–
Solidarity Stimulation
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomizedTotal CostTotal Cost
FairFair
PurismPurism
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
ClassicClassic
Personal EfficiencyPersonal Efficiency
ProtechProtech
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomizedTotal CostTotal Cost
FairFair
PurismPurism
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
ClanningClanning
ClassicClassic
Personal EfficiencyPersonal Efficiency
ProtechProtech
Thrill&EntertainmentThrill&EntertainmentThrill&FunThrill&Entertainment
Cool&TrendyCool&TrendyCool&Trendy
PrestigePrestigePrestigePrestige
SecuritySecurity
Initial situation
Source: Roland Berger Strategy Consultants
22Presentation Marketing counsel_Graphic_16.10.09.pptx
Eight different consumer segments in the considered age segment 14-50 years identified
E
+–
R
E
+–
R
E
+–
R
E
+–
R
E
+–
R
E
+–
R
E
+–
R
E
+–
R
MINIMALISTS (11.7%)
HUMANISTS (7.7%)
GENTLE MINIMALISTS (9.1%)
SOCIAL HEDONISTS (8.7%)
GENTLE TRADITIONALISTS (15.3%)
RESTLESS INDIVIDUALISTS (13.3%)
RULE BREAKER (19.0%)
MAXIMALISTS (12.7%)
Source: Roland Berger Strategy Consultants
1) 97% of total sample; 3% could not be identified
23Presentation Marketing counsel_Graphic_16.10.09.pptx
Two brand strategy: Target propositions developed for each sub-brand
Development of "Collection" sub-brand to a distinctive concept with a high fashion and quality claim
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
E
+–
Solidarity Stimulation
Solutions Price R
Collection (description and TVP1))
Controlled reju- venation of Esprit by positioning "edc" sub- brand closer to "Rule Breaker" and "Restless Individual"
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
E
+–
Solidarity Stimulation
Solutions Price R
edc (description and TVP1))
GENTLE TRADITIONALIST
Polo Ralph Lauren Boss men
Tommy Hilfiger
GENTLE MINIMALIST
HUMANIST
MINIMALIST
SOCIAL HEDONIST
Mexx Mango
H&M
Clockhouse
Miss Sixty
HugoDieselD&G
FASHION BRAND A
Zara
Boss w.
Collection
edc
Casual
RULE BREAKER
RESTLESS INDIVIDUAL
MAXIMALIST
Max Mara
Source: Roland Berger Strategy Consultants
1) TVP = Target Value Proposition
Joint space – Strategic positioning options
24Presentation Marketing counsel_Graphic_16.10.09.pptx
To implement sub-brand strategies, detailed guidelines for every aspect of the marketing mix defined
PRODUCT/PRICE VM/STORE DESIGN COMMUNICATION DISTRIBUTION CHANNEL
> Elegant, feminine designer look in style and cuts (e.g. dresses, skirts, tops)
> Muted colors with selected color highlights
> Integrated feminine, chic lifestyle accessories, e.g. jewelry, leather bags
> High-quality fabrics> Increased product fit> Starting prices above
Casual level > Increased exit prices for key
looks
> Distinctive POS environment reflecting value, quality, and style (e.g. decorative items like flowers, vases)
> Large key visuals to increase visibility and to clearly differentiate from other sub-brands
> Clearly structured product presentation (e.g. key outfits)
> Active presentation of accessories in "Collection area"
> Urban chic store windows themes
> Lifestyle-appropriate images and communication
> Individual "Collection" sub- brand advertising campaign to increase brand awareness
> City lights in key cities and image catalogs
> Increased PR activities, e.g. product placement or editorials in high-fashion magazines
> Celebrity testimonial for PR> Event sponsoring
(community marketing)
> Increased presence in own stores
> Open free-standing concept stores as image drivers
> Extended presence in wholesale channels, but:– Ensure highest level of
control (e.g. VM)– Selection of appropriate
stores– Appropriate location in
store (e.g. neighbor brands)
– Selling defined product programs out of global range
1 2 3 4
Source: Roland Berger Strategy Consultants
Strategy implementation – example "Collection" sub-brand (extract)
25Presentation Marketing counsel_Graphic_16.10.09.pptx
The urban fashion style has to be consistently reflected in clothes and accessories
OBJECTIVES > Differentiate from "Casual products"> Represent smart urban international feminine fashion chic for a good price
> Direct towards fashion follower who reflects actual designer looks > Increase feminine and rather sexy touch in product style and cuts to differ from "Casual"> Focus assortment strategy on commercial urban formal and fashion daywear and only selectively cover fashion
casual wear which need to be clearly distinguished from "Casual"> Define core products and offer fast turning selected high-fashion products; continuously offer selected fashion
highlights to drive image and to create desire – time-to-market is crucial > Use rather muted colors like black, white, grey and beige/brown to attract the performance- oriented fashion
woman – selectively add color highlights > Integrate feminine, chic accessories to create targeted lifestyle value proposition> Focus on combinations, skirts, and blouses as strategic products > Offer elegant and extraordinary dresses as a must-have for an urban feminine fashion retailer> Strengthen product fit and quality – product fit has already been reviewed; special labeling with name of cut/fit will
be integrated in product to ease buying process for the consumer> The manufacturing has to be of high standard, but also the materials used should be easy to handle and up-to-date
fabric
CONCEPT GUIDELINES
Source: Roland Berger Strategy Consultants
Women "Collection": Product
26Presentation Marketing counsel_Graphic_16.10.09.pptx
Products have become more feminine, guidelines for visual merchandising accentuate "urban chic"
INITIAL PRODUCTS/ VISUAL MERCHANDISING NEW PRODUCTS/VISUAL MERCHANDISING
Source: Roland Berger Strategy Consultants
Image shots of Women "Collection"
27Presentation Marketing counsel_Graphic_16.10.09.pptx
The new marketing campaign used much trendier images and differed more significantly from the other sub-brands
INITIAL ADVERTISING NEW ADVERTISING
> Communication
is significantly different to other sub-brands> Image shots have become much trendier in style and appearance
Source: Roland Berger Strategy Consultants
Marketing campaign of Women "Collection"
28Presentation Marketing counsel_Graphic_16.10.09.pptx
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
E
+–
Solidarity Stimulation
Solutions Price R
Major elements of the ESPRIT COLLECTION target position are included in the advertising campaign
TARGETPOSITION – ESPRIT TV-CAMPAIGN – ESPRIT
Source: Roland Berger Strategy Consultants
29Presentation Marketing counsel_Graphic_16.10.09.pptx
The core values of the edc brand are implemented in the advertising campaign
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
E
+–
Solidarity Stimulation
Solutions Price R
TARGET POSITION – edc TV-CAMPAIGN – edc
Source: Roland Berger Strategy Consultants, ESPRIT
30Presentation Marketing counsel_Graphic_16.10.09.pptx
The repositioning of the Esprit brand was a major success – brand image changed as planned, sales increased considerably
Cool&Trendy
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7Protech
24/7Protech
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7Protech
24/7Protech
E
+–
Solidarity Stimulation
Solutions Price R
E
+–
Solidarity Stimulation
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomizedTotal CostTotal Cost
FairFair
PurismPurism
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
ClassicClassic
Personal EfficiencyPersonal Efficiency
ProtechProtech
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomizedTotal CostTotal Cost
FairFair
PurismPurism
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
ClassicClassic
Personal EfficiencyPersonal Efficiency
ProtechProtech
Thrill&EntertainmentThrill&EntertainmentThrill&FunThrill&Entertainment
Cool&TrendyCool&TrendyCool&Trendy
PrestigePrestigePrestigePrestige
SecuritySecurity
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
NatureNature
Smart Shopping
Smart Shopping
ProvenProven
CustomizedCustomized
Thrill&FunThrill&Fun
Total CostTotal Cost
FairFair
PurismPurism New&CoolNew&Cool
CarefreeCarefree
VitalityVitality
TranquilTranquil
QualityQuality
Service Service
ClanningClanning
PassionPassion
ClassicClassic
Personal EfficiencyPersonal Efficiency
24/7 Protech
24/7 Protech
E
+–
Solidarity Stimulation
Solutions Price R
E
+–
Solidarity Stimulation
Solutions Price R
Actual Brand Profile 2003
Target Value Proposition1) 2003
Actual Brand Profile 2007
Turnover development – Esprit worldwide [HK$ m]
REMARKS> The actual brand profile of
Esprit 2007 includes almost all intended focal points from the 2003 project – only the quality perception of Esprit needs further improvement
> At the same time, worldwide turnover has increased considerably – at an average growth rate of 24% p.a.
2003 2004 2005 2006 2007
12,381 16,357 20,632 23,34929,640
10,000
20,000
30,000
0
Source: Roland Berger Strategy Consultants; Esprit Jahresbericht 2007; BCN Typologie der Wünsche (Mai 2007; n=2.017; Bevölkerung 14 Jahre und älter)
1) TVP for Esprit Collection
Development brand perception and worldwide turnover – Esprit