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