Brand Identity Domenico Marini Brand & Advertising Manager Scholtès Agenda Company profile Consumer clusters Brand identity Metodology Indesit Ariston Scholtès Conclusions & discussion
Company profile Indesit Company at a glance Commercial presence Annual sales Turnover Subsidiaries in 22 countries > 14 million appliances about 3 billion euro Main brands Product lines Production 2 European: Indesit, Ariston 3 regional: Hotpoint, Scholtès, Stinol Cookers, refrigerators, washing machines, dishwashers, tumble dryers (free standing and built-in) 18 plants Employees 18,000
subsidiaries worldwide growth through acquisition International Acquisitions Italian Acquisitions Hotpoint Stinol Indesit Scholtès 1977 1980 1982 1986 87 1988 1989 1992 1995 1995 00 02
global market demand breakdown by region Greater Europe 100 104 America 94 Asia 130 Africa 8 Including hoods and microwaves Population : 6.3 Bn Appliances : 336 M units market share 1/2 Change vs 2003 +0.3% BSH +0.4% Electrolux Whirlpool -1.1% -0.4% Koç Group +1.3% Candy 0% LG Samsung Vestel +0.3% +0.3% +0.4% competitive landscape is changing External sources, Indesit Company estimate.
market share 2/2 FS Brand Share Greater Europe 2004 vs 2003 BI Brand Share Greater Europe 2004 vs 2003 1 8.5% +0.3 1 Siemens 7.6% +0.1 2 Bosch 7.8% +0.2 2 * 7.4% -0.3 3 Whirlpool 5.5% -0.4 3 Whirlpool 7% +0.5 7 8 3.2% 3.1% 0 +0.3 8 12 * 0.9% 3.5% +0.2 +0.3 Number 1 FS Brand Number 2 BI Brand External sources, Indesit Company estimate. * ARISTON +HOTPOINT = 8.3% Company & Distribution at a glance Products B.Units Channels Trade Brand Cooking Cooling Washing Ovens Hobs Cookers Fridges Freezers Washing Machines Dishwashers Built In Free Standing Kitchen Manufacturers > Retailers Distributors > Retailers > Other KM GDO Retailers Distributors > Retailers Consumer
Dal punto di vista del MKTG/comunicazione CHI (Brand Identity) La costruiamo noi COSA (prodotto/servizio) COME (communication strategy) A CHI (Target) Lo studiamo DOVE, QUANDO (media touchpoints, POS). Consumer Cluster & Brand Identity
Cluster coverage of Indesit Company brand Beginners Practical Passionate Achievers Brand Identity - Metodology Desk research on sector Internal and external interviews Management workshops Visual audit of all brand materials Competitor audit Store checks
Brand Identity Project objectives Clarify brand positioning vs competitors Create a shared sense of purpose Identify key issues in the sector Develop a core strategic idea for the brand Develop a new visual identity Communicate the new brand to everyone Rejuvenate the brand Typical brand model elements Positioning how the brand idea translates externally into a meaningful competitive advantage Vision how the brand views the world around it Big Idea the single concept which can drive the brand now and in the future Mission the task we set for ourselves in order to achieve our vision Values the guiding principles which govern the behaviour of a brand
Typical brand model elements Propositions how the brand idea translates into different benefits for different stakeholders Personality/Communication style the way in which the brand idea is translated into a unique style, look and language Pay-off the phrase which best expresses the consumer benefit Target audience who the brand is talking to Conclusions
Conclusions CHI (Brand Identity) La costruiamo noi COSA (prodotti/servizii) COME (communication strategy) A CHI (Target) Li studiamo DOVE, QUANDO (media touch-points, media strategy, attività su PdV). Conclusions Beginners Practical Passionate Achievers
Conclusions Positioning value for money accessible quality I can afford expensive but worth it Big idea Values Leader for young Europe simple reliable involving strong For the love caring and the joy of sharing care style quality performance Performance dedicated to the art of cooking pleasure Innovation, performance & design specialist quality Pay-off We work. You play. Our ideas. Your home Il gusto e la perfezione Conclusions Communication keyword COHERENCE
Conclusions 360 Branding Advertising PR activities Territorial activities Promotion Trade Marketing Internet The brand has to be coherent in all its contact with consumers THANK YOU!