Cimpor presentation

CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Presentation by TEQUILA | 27 July 2012 Client: CIMPOR-NPC

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

CIMPOR NPC Brand enhancement and identity development

Objective: To raise awareness and drive an increase in sales and revenues in a competitive market Presentation by TEQUILA | 27 July 2012 Client: CIMPOR-NPC Copyright reserved © 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Background

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

CIMPOR produces a range of cements and aggragates formerly known as NPC The main product lines are: • PRO-R (yellow) • PRO (blue) • PLUS (black) • BUILD (red) • MASONRY (green) Copyright reserved © 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Threats

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

• Cheaper imports • Local competition • Retailers’ own brand • Brand and product confusion • Global economy affecting construction industry Copyright reserved © 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Task 1

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Create a promotional campaign aimed at both consumers and retailers PURPOSE • to increase awareness and raise the profile of CIMPOR-NPC and its core products and drive sales.

MECHANISMS • Radio and trade advertising • Roadshows and activations • Trade presentations • Point of purchase, factory / ambient signs Copyright reserved © 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

IN ORDER TO REGAIN MARKET SHARE CIMPOR NEEDS TO start BY OWNING A UNIQUE AND BELIEVABLE PROPOSITION and creating

significant brand differentiators

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Promote the brand not the category Copyright reserved © 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

CEMENT IS CEMENT IS CEMENT Once it is mixed and set, it ceases to have any discernible brand difference.

Looking at the finished product it is impossible to know what brand it is, what the packet looked like and what the brand promise was.

To create a strong brand you first need to establish a strong point of difference - supported by hard-hitting, bold and relevant brand advertising.

Because cement is a homogenous category, with very little difference between brand offerings (pricing, quality, strength, packaging, delivery, etc.) the CIMPOR-NPC brand needs something ‘to champion’ that others aren’t claiming.

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Such a point of difference will draw attention to the brand and become the ‘tie-breaker’ when other factors are in relative parity.

Something to separate CIMPOR-NPC, from all other cement brands, and give the consumer a discernible purchasing motivation - a valid, reason to buy CIMPOR-NPC above any other brand.

Price alone is not that reason - that is often in the control of the retailer. With more and more retailers developing their own house brands, it is becoming critical that we establish a real, authentic point of difference.

Our difference needs to be something that ‘resonates’ with consumers, something that adds value to their business and reassures them that money is well spent - this will create ‘brand stickiness’ for CIMPOR. Copyright reserved © 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

We would like to make a case for CIMPOR-NPC to own the idea of being ‘the strongest, most durable and most reliable cement on the market’ We know our product is of exceptional quality, strong and competitively priced – but so are our competitors.

Nobody else is promising a bold claim that talks directly of the core advantages to the consumer. If we are the first to say it we own it.

We are suggesting that CIMPOR-NPC make more of a virtue out of the fact that their product is not an inferior import, but a superior cement that creates a tangible advantage for the consumer where it counts most …

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Your proposition

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

PRIMARY CONCEPT

STRONGER FOR LONGER The line makes a bold statement about the core attributes

STRENGTH | REASSURANCE | RELIABILITY STRONGER FOR LONGER instils a sense of security in the customer in-store, influencing point of purchase decision by acting as a ‘tie-breaker‘ A catchy, memorable line that will ‘stick’ in consumers minds, creating constant top-of-mind-awareness - think Vodacom’s ‘Yebo Gogo’ The line lends itself to multiple spheres of CIMPOR’S business, always talking up the core brand strengths, e.g. relationships are stronger for longer

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

STRONGER FOR LONGER ALSO REPRESENTS A CHAIN OF STRENGTH: STRONG PRODUCT STRONG LEADERSHIP STRONG COMPANY STRONG BRAND STRONG PARTNERSHIPS STRONG SUPPLY CHAIN STRONG SALES Copyright reserved © 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

DEVICE TO BRING CAMPAIGN STRAPLINE TO LIFE By repeating the name, we reinforce this idea of strength with the brand and product

Introduce a campaign branding device - ‘the chain of strength’ in which the CP hoop device becomes a ‘building block’ and a strong graphic element within the campaign and links back to the main brand identity Copyright reserved © 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE :: VARIANTS

In certain applications the words CIMPOR CEMENT can be omitted where their presence would be repetitive.

The ‘CHAIN OF STRENGTH’ can also be used at an angle of -20o and colour utilised as appropriate.

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE :: BROUGHT TO LIFE IN THE PRODUCT

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE :: BROUGHT TO LIFE ON THE PRODUCT Packs redesigned to incorporate the new campaign device as well as making the packs clearer and stronger in terms of their use and application

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: SITE HOARDINGS

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: SITE HOARDINGS

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: SITE HOARDINGS

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: ON SITE

Device brought to life by using the product, on site, in reception, as planters and on the buildings.

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: ON SITE Making use of the iconic buildings to further promote the campaign

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: ON TRUCKS

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: DIARY

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: TRADE PROMOTION

PR CAMPAIGN TARGETING RETAILERS Product aligned with a high value item that is also STRONGER FOR LONGER - namely a diamond.

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: TRADE PROMOTION

PR CAMPAIGN TARGETING RETAILERS 100 customised boxes are sent to retailers.

The branded box has a concrete block engraved with a diamond symbol.

Underneath the block is number which is entered into a draw using a landing page on a STRONGER FOR LONGER website.

The lucky winner gets the diamond.

Offers great PR opportunities and creates a buzz around the brand.

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: TRADE PRESENTERS

TRADE PRESENTERS FOR RETAILERS Utilising the same box with branded paperweights and product descriptors to save on costs

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: POP IN-STORE DISPLAY

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

IN SITU WITH HERO BUILDINGS

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: ADVERTISING

Reliability is built on two basic, yet essential properties strength and durability! With Cimpor you can add credibility into the mix, because after 50 years of supplying the South African building industry with the right stuff, we know exactly what the local conditions demand. That’s why in every bag of Cimpor cement, is cement that is designed to be STRONGER FOR LONGER!

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

GRAPHIC DEVICE IN USE :: ADVERTISING

CIMPOR CEMENT - THE RIGHT STUFF AT THE RIGHT PRICE - Bea dolupta tumquam, sequia nectur, int rerchiliqui cus dusaniscit as veliqui aci alitaqu iatecto te nulloriandam vero velecum fugitatium Copyright reserved © 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

PRODUCT IN USE :: ALTERNATIVE ADVERTISING

Reliability is built on two basic, yet essential properties strength and durability! With Cimpor you can add credibility into the mix, because after 50 years of supplying the South African building industry with the right stuff, we know exactly what the local conditions demand. That’s why in every bag of Cimpor cement, is cement that is designed to be STRONGER FOR LONGER!

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Sign offs

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Sign offs can be used in advertising to reinforce the key message

GUARANTEED FOR 1000 YEARS strength, reassurance and reliability

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Alternative sign-off 2

FOUNDATIONS FOR LIFE the nation’s number one choice / environmentally responsible and community conscious

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Alternative sign-off 3

CEMENTING A BETTER FUTURE the nation’s number one choice / environmentally responsible and community conscious

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Activations

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

FURTHER, STRONGER, LONGER, HIGHER, HARDER Activating :: STRONGER FOR LONGER A STRONGMAN road-show takes NPC PRODUCT around the country.

MECHANISM Run a series ‘power meets’, where strength and durability are tested using bags of cement: For eg: drag cement blocks further, hold a 50kg cement bag up for longer, etc.

Locations include picturesque venues around SA, as well as roadshows to rural communities and stores.

The series is a huge entertainment event (think WWE), televised and photo opportunities, heavily branded. School kids and community groups are invited.

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

CREATE CHARACTERS: Reg ‘the wrecker’ Richardson Danny ‘the damager’ Du Toit Nkosi ‘the masher’Mkhize ‘One-klap’ Koos Smit ELEMENTS: • Ads - Use big strong, beefy, builders in campaign holding up 50kg bags of cement.

• Collector’s cards – with various strength & durability stats • In-store competitions that mirror the strong man series – hold a 50 kg bag above your head for 1 minute and win R1000 voucher, drag a bag, wheelbarrow races, building towers etc.

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

FACEBOOK: Get a following for each of the characters Post updates from these characters on facebook, pics of strength. Use pics and video links of events to generate interest Copyright reserved Š 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

DIAMOND IN THE ROUGH Activating :: STRONGER FOR LONGER

We back up these claims with a campaign using NPC cement to either build schools, or make a donation towards repairing a building dear to the community, especially in rural areas.

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

MECHANISM Supported by a national radio campaign, CIMPOR beds a diamond in a concrete block branded with the new strap-line and a CIMPOR-NPC logo.

The BLOCK is sent around the country on a branded road-show with attendant security and minders. Its progress is followed like an Olympic torch and it becomes a ‘beacon of hope’.

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

FACEBOOK PAGES Follow progress of the roadshow on. The public can win money with STRONGER FOR LONGER games. Photographs uploaded as the block tours the country.

The final winners are featured in a special event and FACEBOOK promotion.

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

SCRIPTS : Advertising \ consumer \ trade \ radio CONSUMER PRESS ADS Reliability is built on two basic, yet essential properties strength and durability! With Cimpor NPC you can add credibility into the mix, because after 50 years of supplying the South African building industry with the right stuff, we know exactly what the local conditions demand. That’s why in every bag of CIMPOR-NPC, there is a cement that is designed to be STRONGER FOR LONGER! TRADE PRESS ADS Reliability = strength + durability + credibility.

After 50 years of supplying the South African building industry with the right stuff, we know exactly what the local conditions demand. That’s why in every bag of CIMPOR-NPC, is a cement that is designed to be STRONGER FOR LONGER!

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RADIO AD OPTIONS A.i) SFX: a car engine starter motor turns over …

SFX: engine fires up VO: you get cement …

SFX: it’s puny, little put-put-put sounding, 1200 motor SFX: runs for a little while and misfires and stalls VO: and then you get cement …

SFX: a car engine starter motor turns over …

SFX: engine fires up SFX: A gutsy, growling sound of a mustang, 3.7 l Camaro roars across the radio waves VO: Cimpor NPC cement is strength VO: Cimpor NPC cement is durable VO: Cimpor NPC cement … stronger for longer!

Concept can also work with acoustic/electric guitar

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

SCRIPTS : Advertising \ consumer \ trade \ radio A.ii) SFX: mlungu singing Nkosi sikelela on his own, with accent MVO1: Nkosi sikeleli iAfrica …

MVO2: you get cement …

SFX: mlungu voice begins to break up and he begins to cough CVO1: A whole stadium of 50 000 soccer supporters belting out a rich, round, ‘big’ delivery of the national anthem MVO2: and then you get cement …

MVO2: Cimpor NPC cement is strength MVO2: Cimpor NPC cement is durable MVO2: Cimpor NPC cement … stronger for longer!

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B.i) MVO= solo black male singer, CVO1=Choir of black male singers, MVO2= black male talking SFX: Create a musical jingle out of construction site tool noises (much like the official Olympic track used sports sounds) MVO: When we build …

CVO1: we build, we build MVO: We use Cimpor NPC CVO1: cement, cement MVO: And that’s because …

CVO1: because, because MVO2: Cimpor NPC cement is strength MVO2: Cimpor NPC cement is durable MVO2: Cimpor NPC cement … stronger for longer!

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

SCRIPTS : Advertising \ consumer \ trade \ radio B.ii) The Zulu version MVO: Uma sakha CVO1 sakha, sakha MVO: Sisebenzisa I-Cimpor NPC CVO1: Cement, cement MVO: Ngoba CVO1: Ngoba, ngoba MVO: iCimpor NPC is Stronger for longer CVO1: Stronger for longer, stronger for longer MVO2: Cimpor NPC cement …stronger for longer

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

However...

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

There seems to be some confusion as to what exactly the brand is called.

Due to the historical growth of the company and acquisition of NPC, brand and product appear to be confused.

We propose therefore, that before the STRONGER FOR LONGER campaign is rolled out, some work needs to be done first, so that we are promoting a strong brand with clearly defined products that sit apart from the competition.

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Strategy

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

1. RATIONALISE THE BRAND NAME

CIMPOR VS NPC

The challenge is to:

• Establish which name / brand carries more consumer recognition and therefore brand loyalty • Create a clear brand hierarchy

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

2. CREATE A STRONG BRAND ARCHITECTURE

The company is CIMPOR. What is the product called?

• • • • • •

NPC NPC Plus NPC Pro NPC Pro-R NPC Build NPC Masonry

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

3. PROMOTE YOUR BRAND

Your brand thrives or dies by how well you live up to your brand promise.

That promise is brought to life by: • brand value • brand colours • brand logo • brand packaging • brand advertising Copyright reserved © 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Competition

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

AFRISAM

PPC

LAFARGE

clear descriptions well branded packs -easy to identify the application

clear descriptions well branded packs -easy to identify the application

unclear descriptions weakly branded packs not easy to identify the application

Build with confidence

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Strength guaranteed

Bringing materials to life

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

What’s your point of difference?

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

CIMPOR NPC

PRODUCT NAME UNCLEAR - is it CIMPOR? CIMPOR NPC? or PLUS? PRO? etc.

COLOURS NOT UNIQUE to CIMPOR NPC and easily confused with competitors NAMING adds to confusion No clear product description or signposting for usage Accreditation logos add to confusion Copyright reserved © 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

BE DIFFERENT : STAND OUT

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

Recommendation

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

1. Create a brand architecture that clarifies and distinguishes brand and product from holding company 2. Create a believable and substantiated claim 3. Own unique colours and brand devices 4. Relaunch and promote the new branding as well as the product Copyright reserved Š 2012 , confidential intellectual property of TBWA \ TEQUILA

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CIMPOR | NPC Branding and brand rationalisation | Presented by TEQUILA KZN | July 2012

thank you Presentation by TEQUILA | 27 July 2012 Client: CIMPOR-NPC

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