1 2 3 4 5
M
Introduction Company Overview Client - Starbucks Client - DeWalt Client - Allergan
Connecting your brand to the buyer is job one. Your CEO demands it. Marca ensures you realize your goal. continued >
|rev.06.08| | |
| |
For More Information Please Go To
http://www.livemarca.com
M
Introduction
Perceptions are Guided
What’s Your Message? Many products and services look the same, are promoted the same, and for the most part, perform the same. Often times, the only thing that is different is your message as it is perceived by your customers. The question is whether or not you project a meaningful message. A relevant message. An ownable message. This is where we come in. We understand that marketing strategy is not a process rooted in reality. In fact, there is no objective reality in marketing. All that exists are the perceptions in the minds of the customers. Everything else is just an illusion. For the past 170 years, we have created and changed these perceptions held by our clients’ customers. Through our marketing expertise in Brand Innovation, Product and Service Strategy, Visual Marketing, Advertising, and Public Relations, we have delivered results to 756 of the fortune 1000 brands. At Marca, we excel at defining who your buyers are. We understand how to unfluence their buying decisions. If you want to keep your customers for life, continue to give them reasons to believe. Imagine launching a brand to buyers who assumed you were no more than a household appliance. The right approach coupled with the right tactics = $1B brand. The bottoms line: to move products and servcies you need to move people. We believe that is what strategic marketing can do. Everything we do is dedicated to increasing the odds that our client’s products and services will be chosen over others. We would welcome the opportunity to do it for you.
previous
|rev.06.08| | |
| |
continued > For More Information Please Go To
http://www.livemarca.com
2/7 2/49
>
M
Company Overview
Perception in a Sea of Noise
Is a Constant Challenge Marca is a global marketing consultancy whose ideas, strategies, and designs have consistently delivered a competitive edge for clients since 1831. OVERVIEW The firm’s client roster includes General Electric, Pepsico, Intel, UBS, Starbucks, Microsoft and Johnson & Johnson. Today, from our US headquarters in Chicago, Marca drives bottom-line results for clients all of the world. THE PARENT The company, Generali SPA, was founded in Trieste, Italy by business icon Marco Besso, becoming publicly traded in 1857 on the Trieste stock exchange. Besso’s innovative and entrepreneurial work quickly made Generali one of the world’s most renowned service firms. After coming to America in 1909, the organization was among the first to capitalize on a shift in American business - away from selling what they made - to making what would sell. This shift affected how products looked and felt. Generali created relationships with design icons, like Marcello Dudovich, who understood that stimulating demand for the product was paramount. While Dudovich rose to near-celebrity status in the 1930’s and 1940’s, the firm began to focus its talents toward using design to redefine products and igniting demand.
previous
|rev.06.08| | |
| |
THE COMPANY In the consumer boom that followed World War II, Generali began relationships with some of the largest consumer goods firms in the world, many of which remain clients of the firm today. In 1934, Generali was hired to aid in the design of the brand and marketing strategy for Bugatti, a high performance Italian automotive piece of art. The development of this landmark campaign was a tribute to the rigor with which the company approached strategy: leveraging expertise in fields ranging from psychology to architecture, along with a process that benefited from creative eperimentation tempered with buyer insight and review. Generali, through its subsidiary Marca, soon expanded their services into the “packaging” of companies, developing an identity and an expression of personality that would distinguish them and would appeal to both buyers and stockholders.
continued > For More Information Please Go To
http://www.livemarca.com
3/7 2/49
>
M
Company Overview
The fact that many of Marcello Dudovich’s designs for the household brands have outlived him is a testament to the power of the innovative thinking, processes, and practices that are embodied throughout the firm. While Marca continues today without him, the company upholds his legacy of leadership in the practice of branding and continues to build competitive advantage for clients through a rare combination of vigorous creative talent and sound business strategy. Although much has changed int he past 170 years, one thing has not - solid marketing strategies and tactics remaint potent competitive weapons.
Away from selling what they made-To making what would sell Today, Marca, under an operating joint-venture, employs over 250 of the world’s finest strategic, creative and operational minds. With a presence in over 10 US markets, the Far East, and western Europe, Marca consistently delivers on it’s promise to make results our top priority. Today our service portfolio includes: Visual and Communication Marketing Services • • • • • • • •
Interactive Media Corporate Identitiy Print Design Package Design Digital Design Advertising Public Relations Event Marketing
Strategic Marketing Services • • • • • •
Growth Strategy and Market Insight Marketing Strategy and Effectiveness Visual Equity Assessment Product and Service Innovation Business and Brand Strategy Partnership Marketing
previous
|rev.06.08| | |
| |
continued > For More Information Please Go To
http://www.livemarca.com
4/7 2/49
>
M
Starbucks
As part of a global brand initiative to boost the sale of whole bean coffee, Starbucks wanted a system to enhance the selection of coffee by taste segmentation. SITUATION Marca was asked to incorporate Starbucks’ rich coffee legacy while making the strategy extensible, capable of driving a multitude of integrated store and merchandising materials all working together to catalyze consumer interest and increase sales. In short, Marca had to discover a way to communicate the rich heritage of their coffee story in a way that was ownable for Starbucks - as a leader in the category, imitation was not if, but when. Starbucks wanted to make this process nearly impossible to follow. APPROACH For Marca, the project meant nothing short of rediscovering the soul of the Starbucks coffee experience and communicating it on the shelf. With research being a significant part of Marca’s approach, the team conducted a deep dive into the coffee sector, the coffee culture, and Starbucks strategy. This type of multi-tiered discovery is the hallmark of Marca’s culture, and a wildly effective creative device that delivers results for clients. To connect this strategy to new and existing Starbuck’s customers, Marca: Communicated a new way for consumers to select the type of coffee they enjoyed, giving them the confidence to experiment within their preferred taste category - mild, smooth, or bold.
Targeted current customers of coffee drinks who did not purchase bean coffee, allowing them to explore the more than 27 varieties of Starbucks coffee to meet their taste profile. Connected with whole bean buyers who were wishing to enhance their purchase via the design of a clear and meaningful flavor communicator. RESULT Whole bean coffee sales at Starbucks have grown 9% year over year, reversing a trend of retraction. Working closely with the Starbucks team, Marca went from the initial brief, to the creation of the final strategy and design in a project cycle of less than four months (including adaptation across the full range of retail offerings). Marca’s work for Starbucks quickly expanded beyond coffee to ensure consistent and effective guidelines. The work as been integrated into POP displays and store interior design elements. Marca is proud to have created a new way of expressing the coffee story in a universal language that has led to success in both North America and around the world.
previous
|rev.06.08| | |
| |
continued > For More Information Please Go To
http://www.livemarca.com
5/7 2/49
>
M
DeWalt
While Black & Decker was enjoying success in their household appliance sector, they were quickly losing market in the professional power tool segment. Established the “DeWalt” identity, selecting the brand to represent the new professional line
SITUATION Professional contractors, who preferred the products of market-leaders Makita and Milwaukee, associated Black & Decker with DIY tools for use around the home. After a failed attempt to enter the market under the brand Black & Decker “Professional”, they looked to revive this line of tools within the minds of professional contractors.
Created a packaging system that was extendable into multiple power tool lines and related segments. Integrated a bright yellow color into the merchandising, signage, pack advertising to stand out from the competition.
Black & Decker sought Marca to identify a name and brand that was synonymous with the hard working stationary equipment that they had developed, ultimately revitalizing and growing their struggling professional power tool category. APPROACH Marca proposed and conducted an extensive research study with professional contractors at their job sites. The process included evaluating the leading power tool brand perceptions, the conditions in which contractors worked with power tools, and the locations from where they purchased their tools. From the data collected, Marca was able to determine which brands had higher performance and value associations in the eyes of the contractors. Marca then prepared a global audit of power tool and accessory brands and presented a brand strategy to move forward. To appeal to professional contractors, Marca:
Embraced a simple, no nonsense professional approach to visual equity through graphics, line illustration of the products, and the copy for packaging. Developed the tag line “High Performance Industrial Tools” to establish the brand’s new dominant position. RESULT The program devised by Marca now generates $1.5 billion in global sales for Black & Decker. After a successful launch in North America, Marca developed the DeWalt global branding system (first launched in Europe, and subsequently throughout Asia and Latin America). Marca’s contribution has been referred to by Black & Decker’s CEO as the underpinning of their successful turnaround.
previous
|rev.06.08| | |
| |
continued > For More Information Please Go To
http://www.livemarca.com
6/7 2/49
>
M
Allergan
When a product is created that leverages a new technology with a better method of action, should the product be positioned as a line extension, or as a new brand? SITUATION Allergan, an industry-leading pharmaceutical company, turned to Marca for the answer.
To connect this strategy to the consumer and retail partners, Marca: Created an identity that communicated the desired character attributes;
The scientists at Allergan developed an innovative technology that delivered superior functional benefits in the eye care category. The new product offered chronic dry eye relief through a longerlasting, over-the-counter therapy in a manner that was distinct from their existing products. The question was how to drive the highest impact results. APPROACH Marca’s first task was to identify a target for the new technology. Utilizing ethnography studies, including in-home interviews and market basket data, Marca determined that the product benefits spoke to a different type of consumer than the company was accustomed to; one who proactively sought “the best” and “the most” from their purchasing decisions. Research into the eye care category, coupled with a deep understanding of the product’s unique functional benefits and a thorough analysis of the “proactive consumer” led Marca to recommend that Allergan develop a completely new brand resulting in the launch of Optive.
Designed packaging that resonated with the target consumer and eye care professionals alike, communicating the key product benefits Developed visual equities that supported the product’s premium positioning. RESULT Marca’s work helped build a brand that clearly communicated the advantages of the product and resonated with the proactive consumer who desires the best in advanced dry eye relief. The new brand, Optive, offers true consumer relevance, meets a growing consumer need and creates a unique positioning opportunity without cannibalizing Allergan’s existing brand portfolio or relevance within the eye care category.
previous
|rev.06.08| | |
| |
For More Information Please Go To
http://www.livemarca.com
7/7 2/49
>