branding strategy - minemaster electrical cables
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Branding Strategy - Mining Products Martin Francis and Owen Edwards
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Goal
To develop a branding strategy for
Australian mining cables
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Background
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Background
• Excellent opportunity with the Factory 1 upgrade
• Prysmian’s competitors have created brand names for their mining product group as a whole (i.e. ‘Powermine’ and ‘Durareel’)
• Prysmian receives RFQs for competitor branded products (‘Dekoron’)
• Creating segmentated groups is difficult given the variety of functions that these cables are capable of
• Lack of a clear Positioning statement – “what are you” “who are you” from all competitors
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Website benchmarking
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Website benchmarking
• Improving Prysmian Australia’s mining website will help to promote the brands and will be essential in integrating the brands into the market.
• Prysmian has looked at their competitors in Australia and benchmarked how they compare.
• Combining the good points from each competitor will lead to the ‘class-leading’ mining website in Australia.
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Appeal to Stay – current Prysmian website
• No writing to give users some information
• Lack of relevant, clear image
• AmpControl website has a good blend of information and images
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Appeal to stay
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Easy access to products – current Prysmian website
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Easy access to 'Products' • No ‘hero’ connecting to products
• No left-hand navigation for all mining cables
• Brochure does not have sufficient product information
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Clear Navigation – current Prysmian website
• Unclear heroes
• Drop down menus are too full and complex
• ‘Breadcrumbs’ top navigation is good
• Olex has made good use of heroes with their drop-down menus
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Clear navigation in website
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Example of Mining Homepage - August 2012
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Competitor benchmarking
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‘Durareel’
• ‘Durareel’ is the brand name that WW Cables has given to their mining products
• There are too many aspects covered in their positioning statement because ‘Durareel’ has too many bases to cover
• ‘Durareel’ has no real purpose. It has no position and WW have not tried to play to any of their strengths
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‘Powermine’
• Olex uses “Powermine” as a brand name for their mining products
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‘Powermine’
• Again no effective positioning statement as they have to cover too much with one name
• No mention of Australian standards
• Any claims are immeasurable and so bare no meaning
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Prysmian Germany branding
• Prysmian Germany has the Protolon, Protomont etc. brand names for their mining product groups
• These groups have been segmented by attributes or end-use of the cables
• Lack of positioning statement, branding
• Also no indication of an overall mining brand (i.e. ‘Powermine’)
• Individual cables have confusing names (‘NTMCGCWOEU’)
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Recommended solutions
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Solutions
• Introducing a brand will encourage customers to refer to mining cables using the Prysmian brand, as oppose to the industry name or even a competitor’s name
• The brand hierarchy should be simple
• Product groups can be segmented relating to common attributes or end-use
• The positioning statement does not need to overload customers with information. ‘Short but effective’
• The brand name needs to meet the expectations of the industry
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Segmentation Map
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Brand Hierarchy
• Option 1: Prysmian can use up to 7 brand names by separating products in more precise ways (premium, general, UV resistant etc.)
• Option 2: Prysmian can use only 3 brand names by separating products regarding where they are used (underground, open-cut, feeder)
• as an example, it became clear that creating more than 3 or 4 brand names would bring too much confusion and also take away the importance of an ‘overall’ brand because it could refer to so many things.
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Brand Name – Target Audience
Mining engineers are very much ‘down to earth’ and they are not
interested in fancy wording. Short and simple really is what these
engineers want.
2 target groups “Experienced Engineers” and “Just out of Uni”
Keeping with a simple theme;
1.The name should mention the word ‘Mine’
2.It should not be long
3.The name needs to be easy to pronounce
4.Not too similar to competitors
5.The positioning statement needs to “say what it is”
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Brand Hierarchy
Overall brand
‘Modifier’ (e.g. Type 209)
‘Modifier’ (e.g. Type 409)
‘Modifier’ (e.g. 11kv Paper Insulated)
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Communication Plan
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MineMaster – Communication Plan
Website:
Heavy Industry
Mining Cables
Underground Open - Cut Feeder Etc
Type 209
Type 210
Type 240
Type 241
Type 409
Type 440
Type 441
Type 450
Paper Lead
Type 1
Type 2
Type 3
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MineMaster – Communication Plan
Website: - Mining Homepage, SEO Optimised
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MineMaster – Communication Plan
Website: - Underground Mining Section
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MineMaster – Communication Plan
Website: - Type 209 page
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MineMaster – Communication Plan
Website: - Quick Reference Guide
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MineMaster – Communication Plan
Website: - Micro Site Strategy & Lead Generation Plan, SEO Optimised
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MineMaster – Communication Plan
Technical Brochure:
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MineMaster – Communication Plan
Advertising:
Guidelines for Advertising Industrial Products
• Adopt a corporate or family branding strategy and create a well-
defined brand hierarchy
• Link non-product related imagery associations
• Employ a full range of marketing communication options
• Leverage equity of other companies that are customers
• Segment markets carefully and develop tailored branding and
marketing programs
Keller K L – Strategic Brand Management, 2nd Ed, 737pp
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MineMaster – Communication Plan
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MineMaster – Communication Plan
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MineMaster – Communication Plan
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MineMaster – Communication Plan
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MineMaster – Communication Plan
Exhibitions:
• Xstrata – Mt Isa, early May 2013
• Mine Safety – Brisbane, late June 2013
• AMIX Mining Expo – Sydney, August 2013
Factory Tours:
• As required
Promotional Plan:
• Being developed, covered by a range of communication including print, electronic, websites, mail outs
Assistance from Owen Edwards, Prysmian and Andrew Vella, Imagri
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For further details on how to develop a brand strategy for B2B and B2C markets please contact;
Martin Francis
0434 038 207
au.linkedin.com/in/martinfrancis1