canvassco branding solutions

© CANVASSCO 2016

CANVASSCO’S SOLUTIONSDEVELOP AND IMPLEMENT BRANDING AND MARKETING STRATEGY Date: March 2016

WHAT WE DO TO HELP CLIENTS DEVELOP BRANDING STRATEGY

MARKET ANALYSIS We analyse market environment to identify trends that are affecting our client’s business

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Case StudyA client, who is a market leader for metal and steel supply for construction materials, tools and equipment used in poultry, fishing and farming industries, would like to develop a pull marketing strategy via branding new product line targeting at end-users, similar to “Intel-Inside” marketing campaign to brand B2B products. Prior to design branding strategy and marketing campaign, we helped the client identify:

• Market size and growth

• Target customer segment and their buyer persona

• Key locations for new product launches

• Customer’s problems

The information are used to develop key benefits to promote the new product, content for marketing materials, brand direction and marketing plan and activities

METHODOLOGY

DESK RESEARCH

IN-DEPTHINTERVIEWS WITH CUSTOMERS

ANALYSIS

WORKSHOP WITH CLIENTS

We conduct desk research to identify locations for F2F interviews with customers. Data collected from interviews are used as a fact book to conduct workshops with clients

SAMPLESample of report we submitted to clients

BRAND HEALTH STUDYMeasure brand’s strength, benchmark to key competitors and understand customer perception

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Case StudyA client is planning to rebranding its business and would like to assess whether they should keep their current brand or rebranding into a new concept. Based on their requirements, we conducted quantitative survey to understand:

• brand’s strengths

• customer perception about their brand

• brand’s performance comparing to competitors

The information are used to help client makes decision on brand direction and strategy and initiate plans to improve services and sales channel to increase brand’s strength.

METHODOLOGYWe conduct quantitative research with random sample who are potential customers within client’s targets. Analysis frameworks used for this projects include:

BRAND EQUITY

BRAND ASSOCIATION

BRAND POSITIONING


CUSTOMER EXPERIENCEUnderstand customer experience, life cycle and their needs

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Case StudyA client, who is one of the major retailer in Thailand is looking to rebrand their shopping mall to be competitive with other competitors. Therefore, they would like to understand customers’ behaviour and their perception on how customers engage with their brand. we helped the client to:

• Understand customer’s life cycle

• Segment customers based on their lifecycle and their lifestyle

• Understand customer’s need

The information are used to develop new shopping centre concepts based on customer lifestyles in order to attract new customers, increase spending among current fans and win-back old customers.

METHODOLOGY

IN-DEPTHINTERVIEWS WITH CUSTOMERS

OBSERVE ACTUAL EXPERIENCE

MOOD BOARD

ANALYSIS

We conduct a deep dive customers interview by using focus group technique and mood board to assist respondents to explain their ideas, express their emotion and describe their experience.


BRAND CONCEPT CURATIONDesign new brand concepts based on business trends and customer’s demand

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Case StudyA client has several products and services targeting mass market and various segments and has been operating under their old brand for several years. To be competitive in a current market place, the client would like to do rebranding that is relevant to current customers and attract new potential customers. For this project we help the client to:

• collect customer’s opinion and trends that are affecting their business

• identify client’s strengths and brand assets

• create brand concepts based on customers’ demand and business trends

The information are used to identify 10 concepts that are relevant to client’s strengths and customer’s needs. The concepts then, we conduct quantitative survey for concept test and organise workshops for business case evaluation.

METHODOLOGYWe conduct in-depth interviews with customers and work closely with clients via workshops and their past marketing materials, then we creatively identify 10 concepts to further testing:

IN-DEPTH INTERVIEWS

ANALYSIS

WORKSHOP

SAMPLESample of works we

did for clients

QUANTITATIVE MARKET RESEARCH

DESIGN BRAND IDENTITYUnderstand customer experience, life cycle and their needs

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Case StudyA client would like to increase their market share with a new premium product line. Based on a market study we conducted for a client, we designed a brand personality, logo, website, marketing materials (e.g. brochures, flyers, ads and etc) to help the client launch new product. Our design are based on the following dimension:

• Key customers concerns (what’s different color mean to them)

• Key content to be on marketing material e.g. slogan, tagline, logo’s meaning

• Layout that’s are easy to understand and reflect brand’s personality

The marketing material we have designed, were used to launch new product. We design marketing materials to fit with what’s customer are looking for and we work on layout that’s makes it easy for salesperson to present their products to customers.

METHODOLOGY

KEYWORDS

CREATIVE FACTORY

DESIGN

STORYTELLING

The process of designing brand identity is to understand customers’ perception and key issues they are facing and then creatively generate design concepts


WHAT’S NEXT? WE HELP CLIENTS TO LAUNCH THEIR BRANDS IN LOCAL MARKETS

DESIGN MARKETING PROGRAM AND KPIFirst step is to identify appropriate marketing program and KPI to measure outcomes

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Strategy and Objectives Action Plan and budget KPI

Fine tune marketing strategy and business

objectives

Propose marketing plan and marketing budget

Set Key Performance Indicators

ORGANISE B2C/B2B EVENTSTo create marketing impact on the bottom lines

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Product launch at dealer’s location

The event at dealer's locations to introduce new product to end users. The event leads to retail market development and generate sales.

B2B Matchmaking Event in JakartaParticipated by over 100 key manufacturers, retailers and distributors for housewares products

WE DO CUSTOMISED MARKETING SOLUTION FOR CLIENTS

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