GRAF VON FABER-CASTELL
Agenda
Scope of the project
Current position of Graf von Faber-Castell
Approach
Proposed concepts and initiatives
Masterplan
Problem DefinitionGraf von Faber-Castell is looking for a strategy to increase its brand awareness in the US market
What can be done to increase brand awareness in the US market?
The global brand recognition is not yet reflected in the US Market
Graf von Faber-Castell wants to become theglobal leader in writing instruments
The objective The challenge The question
The Perfect Pencil will be the iconic product
Decision to Make Proposed Approach
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
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
Which GvFC product to lead with? Pen or pencil?Which GvFC product to lead with? Pen or pencil?
Concentrate to the whole writing instruments marketConcentrate to the whole writing instruments market
Only the pencil market or the Entire writing instruments market?Only the pencil market or the Entire writing instruments market?
Developing Strategy to improve brand awareness
Create a Graf Von Faber-Castell marketing strategy through an iterative process of strategy
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
Result of Diagnostic Phase Current 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
Concepts considered to communicate the brand
Creating the Magic
Orchestra’s Mystique
The Voyager
Virtuosity
The Grown-up Pencil
Secrets
Target Concepts
Concepts considered to communicate the brand
Creating the Magic
The Voyager
Virtuosity
The Grown-up PencilOrchestra’s Mystique
Secrets
Target Concepts
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
Proposal for the First Campaign the virtuosity of an Orchestra
Elegance
The orchestra conveys an image of elegant art, accessible and self standing
GvFC has a similar appeal: elegance and authentic quality
InstrumentWriting instruments, pencils in particular, are an essential part of the everyday life of musicians and composers
WoodIt is the emblemic material of GvFC
It is present in any orchestra: from conductor’s baton, the violins, the flutes, the concert hall...
German HeritageSymphony music foundations can be found in Beethoven, Wagner, Strauss
Writing instruments base is in Faber-Castell
Both the Atmosphere and the Audience of an Orchestra fit very well with the Brand and the target segment
Proposal for the Second Campaign Secrets
Your GVFC knows all your personal thoughts and is your confidante
Mystery
Private
Coyness
Personal
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
Matrix study of prices
Matrix matrix matrix matrix matrix
Mobile flapship stores
Inspirations & Elements
Wood
Tree
Natural light, dim
The storyteller
Writing desk
Squeaky wooden floors
One entry / exit
Being able to experience the products Where
Flagship
Department Stores
Airport
Concert Halls
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
Video of in-store experience
Will be completed for final presentation
Kiosk personalized music
Floor Plan
Kiosk personalized music
Inside of Kiosk
Kiosk personalized music
Inside of Kiosk(color)
Conceptual internet websiteNew 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
Conceptual internet website proposed structure
Loading Page
Conceptual internet website proposed structure
Loading Page
Conceptual internet website proposed structure
Final Main Page
Composers’ Contest
Timing - Promotion time of 6 to 9 months. The event itself happens in two weeks
Rational
Promote the image of GvFC through the sponsorship of new symphony compositions in the USMain Elements
Partnerships - Co-sponsor the event with the major professional institutions (investment Banks, Law Firms) and local Newspapers
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
Sidewalk Arch A walk through the story of the pencil
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 Sketches
Sidewalk Arch Sketches
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)
Celebrities’ Journal
A Journal collecting celebrities’ secrets anonymouslly
Celebrities write their secrets only with GvFC
What are you Hiding?
Introduction of Secrets Masquerade
Include the Perfect Pencil, a journal and a beauty fan in the gift bag
Masquerade event for charity, celebrities involved
Ideas to convey - Elegance, seduction ability, mystery, plyfulness
Dedicated Lines for secrets
Sketches
Brand Strategy to enter the US market
The new market can be tackled in three different phases
1 32
Apprenticeship MasteryIntroduction1-2 years 2 years 2 years
Objective
Concepts
Initiatives • Conceptual internet site for GvFC – Perfect Pencil
• Orchestra Campaign
• Retailing initiatives to create brand awareness
•Introduction of Virtuosity: Orchestra campaign
Introduce the market to The Perfect Pencil
• Website extended to the whole line and connected to side initiatives
• Secrets Campaign
• Supporting initiatives to Orchestra
• Development of Orchestra with Magic elements
• Introduction of Secrets
Educate and create high aspirations
• Website extended to the whole line and connected to
side initiatives
• Supporting initiatives to both Secrets and Orchestra
• Development of Virtuosity with another art
•Development of Secrets
Dominate the market and represent a strong reference to customers
Orchestra
Secrets
Detailed later
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
Out (out out out out out out out)
out
Big Concepts text text text text
Virtuosity combines elements of Magic, Orchestra and Voyager
Addresses the mastery and skill of the customer
Treat Orchestra as the first execution of the concept (can be expended to other areas of art)
Elements of creating “magic” in all that you do resonates
Targets same demographic as all three concepts
Brand Strategy to enter the US market
The new market can be tackled in three different phases
1 32
Apprenticeship MasteryIntroduction1-2 years 2 years 2 years
Objective
Concepts
Initiatives • Conceptual internet site for GvFC – Perfect Pencil
• Orchestra Campaign
• Retailing initiatives to create brand awareness
•Introduction of Virtuosity: Orchestra campaign
Introduce the market to The Perfect Pencil
• Website extended to the whole line and connected to side initiatives
• Secrets Campaign
• Supporting initiatives to Orchestra
• Development of Orchestra with Magic elements
• Introduction of Secrets
Educate and create high aspirations
• Website extended to the whole line and connected to
side initiatives
• Supporting initiatives to both Secrets and Orchestra
• Development of Virtuosity with another art
•Development of Secrets
Dominate the market and represent a strong reference to customers
Orchestra
Secrets
Detailed later
Conceptual internet website proposed structure
Final Main Page
The Orchestra’s Mystique the 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
Initiatives to Launch the Orchestra Campaign conceptual
Cost
Communication effectiveness
Yearly Contest for Artists
Yearly Contest for Composers
Advertising
Google Advertising
Mobile flagship
storeSampling
Initiatives+
-+-
SidewalkArch
Website
PR
New store in Wall Street
New pen