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Saudi Star Rice
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                                                                                                    August 2010


                                     Brackets retains the intellectual property rights to this document. Unauthorized usage of the ideas presented herein, or replication in any form is strictly prohibited
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                                     [SHOPPING AROUND]
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                                        EXPENDITURE]
                                     [RICE BRANDS MEDIA
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Amount in USD
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Amount in USD
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Amount in USD
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                                     [FOOD IN KSA]
[KEY FACTORS]

                                     •   Higher grocery prices behind changes in shopping habits
                                     •   Consumers buying smaller quantities (86%)
                                     •   Switching to cheaper brands (75%)
                                     •   No longer buying certain food categories all together (65%)
                                     •   Saudi food imports grew by 25% in 2009
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[SAUDI CONSUMER EXPENDITURE - FORCAST]
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                                     Source: Euromonitor Intl
[SAUDI CONSUMER EXPENDITURE - FORCAST]
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                                     Source: Euromonitor Intl
[SAUDI CONSUMER EXPENDITURE - FORCAST]
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                                     Source: Euromonitor Intl
[PURCHASE BEHAVIOUR]
                                              Measurement Tree on Food                                          Spend Contribution by Channel
                                                                                                                                        Food indexed to Total FMCG
                                                       Spend per buyer in
                                                         (Saudi Riyals)                                                                     Hypermarkets        94
                                                            5,533 (+3.1)                                                                    Supermarkets        96

                                                                                                                                            Mini Market     99
                                      Purchase Frequency                   Spend per Trip
                                                                                                                                            Baqala                   113
                                        (Trips per year)                    (Saudi Riyals)
                                                                                                                                                                88
                                            204 (+7.9)                          27 (-4.6)                                                   Wholesale

                                      2009; figures in parentheses indicate % change 2008

                                            Food Purchases from Baqalas                                             Source of Growth Baqalas
                                                                                             Source of Growth                 Switching Baqalas
                                                       Spend per buyer in
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                                                         (Saudi Riyals)                      Total percentage change          Supermarkets
                                                                                                                    13                                     55
                                                           1,916 (+12.7)
                                                                                             Increased purchasing             Mini Market
                                                                                                                                                           18
                                                                                                                     7
                                      Purchase Frequency                   Spend per Trip                                      All others
                                                                                             Switching from other channel                                  17
                                        (Trips per year)                    (Saudi Riyals)                           6         Wholesales
                                           151 (+11.9)                         13 (+0.8)                                                                    8
                                                                                                                               Hypermarkets
                                      Source: Saudi Kantara World Panel 2009                                                                                3
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                                         MOUTH]
                                     [ONLINE WORD OF
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                                     [DIPSTICK SURVEY]
[INTRO]

                                      The survey was done in
                                     www.polldaddy.com
                                      Distributed through Brackets
                                     twitter, facebook and by email.
                                      This is by no means a scientific survey.
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                                      Around ( 52 ) people answered 10
                                     questions in 4 days
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                                     [BASIC INFORMATION]
[HOW DO YOU FEEL ABOUT THE
                                     FOLLOWING CHARACTERISTICS OF
                                     RICE?]
                                               -                                                   +
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                                                   Note: Participants could choose more than one
[DID YOU INCREASE RICE       [ DO YOU INTEND TO INCREASE
                                     CONSUMPTION AS COMPARED TO   RICE CONSUMPTION IN THE NEAR
                                     LAST YEAR?]                  FUTURE? ]
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[ON AVERAGE, HOW OFTEN DO YOU
                                     EAT RICE?]
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[WHAT TYPE OF RICE PRODUCTS ARE
                                     YOU INTERESTED IN?]
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[WHAT IS THE BEST RICE BRAND IN
                                     YOUR OPINION?]
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[WHY SHOULD ONE BRAND A
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                                     COMMODITY?]
 A way to escape from merely competing on
                                       volume and price alone
                                      differentiate products as they enhance their value
                                       beyond their functional attributes.
                                      build preferences versus competing products and
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                                       therefore create long-term sustainable
                                       competitive advantage
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                                     [A LOGO DOES NOT A BRAND MAKE]
[Creating a successful BRAND is based around
                                         having identified an effective strategy]
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[ABRAND strategy builds on a vision, is aligned
                                      with your business strategy, emerges company’s
                                                   values and culture…]
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[ABRAND strategy reflects an in-depth
                                     understanding of customer and employee needs
                                                    and perception]
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[ABRAND strategy provides a central unified idea
                                          around which all behavior, actions and
                                              communications are aligned.]
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Marketing
                                                  Web   Research




                                     Collateral




                                                                      Advertising




                                      Events
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                                                        Direct Mail
Marketing
                                                  Web           Research




                                     Collateral




                                                                              Advertising
                                                        BRAND




                                      Events
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                                                                Direct Mail
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                                     [So, where do we start?]
[we always begin each program with a BRAND
                                                       workshop]
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[START]
                                                       Proposal Phase
                                                           Recognize of need                                                                                       Go Decision
                                                          to review the brand
                                     Client Activity            identity



                                                                           First meeting                                                 Second meeting?
                                                                           Credentials and Procedure                                     •Review plan & estimate
                                                                           Statement of problem                                          •Establish team

                                      Consultancy
                                        Activity                                                       Written program plan, timetable
                                                                                                       and fee estimate
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                                                        Internal Change
                                                        •Change of vision, positioning                         Environmental Change
                                                        •Reorganization                                        •Technological
                                         Inputs         •Acquisition/.Merger                                   •Societal
                                                        •Product line change                                   •Regularity
                                                        •Marketing strategy change
[PHASE ONE]
                                                       Analysis & Planning
                                                            Go Decision
                                                                                                                                                                                  Plan Approval
                                                            Designate internal
                                     Client Activity        contacts
                                                                                                                                                      Presentation of Brand Identity Plan
                                                               Initial Brand Workshop                                                                 Findings, Conclusions,
                                                                                                                                                      Recommendations
                                                       Brand Identity Plan
                                     Consultancy       Current identity assessment        Situation Factors assessment
                                                                                          •Industry definition
                                                                                                                          Leadership intentions         Brand Identity Platform       Creative Direction as required
                                                       •Visual message                                                    •Definition                   •Positioning                  •Naming Plan
                                       Activity        •Verbal message
                                                       •Nomenolature system & elements
                                                                                          •Geography/ Nationality
                                                                                          •Size & Ranking
                                                                                                                          Mission, vision, position
                                                                                                                          •Culture
                                                                                                                                                        •Purpose
                                                                                                                                                        •Mission
                                                                                                                                                                                      •Logo design criteria
                                                                                                                                                                                      •Association models
                                                                                          •History & Ranking
                                                       •Name & Logo                       •Management                     Character, personality        •Composition                  •Nomenolature system & elements
                                                       •Identities of components          •Competitor                     •Composition                  •Culture
                                                       •Signature & association system    •Units & Competenose            Organizing concept,           •Personality
                                                                                          •Brands                         components relationship
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                                                        Communications                   Literature Review                Executive Interviews              External interviews               Image Research
                                                        materials audit                  •Press articles                 •Corporate mgmt.                  •Customers                        •Review existing
                                         Inputs         •Print                           •Analyst Report                 •Line managers                    •Industry press                   data
                                                                                                                         •Corporate staff
                                                        •Signs                           •Business Plans                 •Distributors
                                                                                                                                                           •Analysis                         •New research?
                                                        •Other media                     •Marketing Plans                •Agencies                         •Regulators                       (added Phase)
[Then, together, we can start to build a BRAND
                                                   Identity Platform…]
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Position


                                       Purpose



                                       Mission

                                        Culture,
                                     Personality and
                                         values
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                                        Promise


                                       Association


                                         Anchor
Position


                                       Purpose



                                       Mission

                                        Culture,
                                     Personality and
                                         values
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                                        Promise


                                       Association


                                         Anchor
Position


                                       Purpose

                                                       Positioning
                                       Mission
                                                       What we hope to be
                                        Culture,
                                     Personality and   in our audiences’
                                         values
                                                       minds, compared to
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                                        Promise
                                                       other organizations
                                       Association


                                         Anchor
Position


                                       Purpose



                                       Mission
                                                       Purpose
                                        Culture,
                                     Personality and   What we are in
                                         values
                                                       business to do
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                                        Promise


                                       Association


                                         Anchor
Position


                                       Purpose



                                       Mission         Mission
                                        Culture,
                                                       Beyond the
                                     Personality and
                                         values        economics, why it is
                                                       worth doing?
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                                        Promise


                                       Association


                                         Anchor
Position
                                                       Culture, Personality
                                       Purpose         and Values
                                                       The distinctive
                                       Mission
                                                       shared behavior that
                                        Culture,
                                     Personality and   best support your
                                         values
                                                       common purpose
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                                        Promise        and mission – your
                                       Association     chosen style &
                                         Anchor
                                                       manner
Position


                                       Purpose



                                       Mission         Promise
                                        Culture,
                                                       Your right to engage
                                     Personality and
                                         values        with your members,
                                                       clients or customers
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                                        Promise


                                       Association


                                         Anchor
Position


                                       Purpose

                                                       Associations
                                       Mission
                                                       The clothes you
                                        Culture,
                                     Personality and   wear to illustrate
                                         values
                                                       your Brand
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                                        Promise
                                                       personality traits
                                       Association


                                         Anchor
Position


                                       Purpose



                                       Mission         Anchor
                                        Culture,
                                                       Aligning your Brand
                                     Personality and
                                         values        with one primary
                                                       need
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                                        Promise


                                       Association


                                         Anchor
[PHASE TWO]
                                                       Naming and Logo Design
                                                         Plan Approval                     Name Selection and                                                   Logo decision and design
                                                         •Identity Platform                clearance                                                                   approval
                                                         •Naming Plan (?)
                                     Client Activity     •Design Criteria

                                                                                      Second-out selections              Directional Design Review          Design
                                                                                      and availability search                                               Recommendations


                                     Consultancy         Naming Phase (if required)                    Logo Design                          Refinements of selected
                                                         •Master list generation                       •Design exploration                  directions
                                       Activity          •First-out selection and
                                                                                                       •Application Studies                 •Application demonstration
                                                         screening
                                                                                                                                            •Colour studies
                                                                                                                                            • visual system elements
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                                                                              Intellectual property                                              (if appropriate) Audience
                                                                              counsel                                                            testing of candidate logo

                                                                                        (Possible) name
                                         Inputs                                         evaluation research
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                     [SAUDI STAR BRAND]
[THE CHALLENGE]
                                          To define ourselves
                                          A good value long grain rice


                                             To establish ourselves
                                             A good choice for your family.
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                                                 To position/ differentiate
                                                 ourselves
                                                                  ?
[BENEFIT LADDERING]
                                        Driving
                                         Force                             Smart Living


                                       Leverage
                                         Point                  The smart choice for Saudi family


                                       Consumer    Premium quality that gives you & your family a tasty meal for
                                        Benefit                      good value for money
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                                       Attribute       White, Long Grain, High quality, Fresh from the farm
[SMART VALUES]

                                                               Alert


                                                  Sharp                    Bright



                                                            Smart Choice
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                                                 Sensible                  Clever

                                                                Life
                                                               style
                                                              Decision
[BRAND IMAGE]
                                                                                                  Picture of the Sender

                                                          Physique                                                          Personality
                                                          Long grain, white, multistage, modern &                           •Confident •Modern & Trendy
                                                          contemporary.
                                                                                                                            •Sensible     •Smart
                                                                                                                            •Young

                                                           Relationship                                                     Culture
                                        Externalization




                                                                                                                                                                  Internalization
                                                          •It offers me & my family a premium       The Smart               •Approachable
                                                          rice with a good value for money.
                                                          •As well as a choice that reflects a
                                                                                                     Choice                 •Committed to deliver tasty food
                                                                                                                            for your family hence your
                                                          smart lifestyle.                                                  lifestyle.
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                                                           Reflection                                                       Self Image
                                                           •I am a responsible housewife                                    •I am a modern woman who seeks
                                                           •I carefully evaluate my choices                                 the best for my family.
                                                           •I believe I make the right                                      •I believe in making smart choices.
                                                           decisions.

                                                                                                 Picture of the Recipient
[THE DIFFERNTIATER]
                                           To define ourselves
                                           A good value long grain rice



                                               To establish ourselves
                                               A good choice for your family.
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                                                   To position/ differentiate ourselves
                                                   is the Smart Choice that you make
                                                   for a better life style.
[Now we can develop a BRAND IDENTITY that truly
                                           reflects the vision, values, culture and
                                                  personality of business…]
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[… and provide the necessary tools to effectively
                                       communicate the vision and identity to all key
                                            stakeholders – across all platforms]
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                     [STRATEGIES]
Strategy is the fine art of keeping every factor and element in perfect

                                     balance.


                                     By working closely with our clients, our Brand Strategy team defines and puts

                                     in place the actions needed to deliver an agreed result. This will be in line
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                                     with the overall business strategy behind the brand creation, and ensure the

                                     long-term, consistent implementation and management of the brand.
The Saudi FMCG market in general is very promotion-driven. Commodity

                                     consumers tend to be even more responsive to promotions than consumers

                                     in other categories because the value of the gift differentiates one product

                                     from another. This is particularly important when products are not so visible
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                                     or known to the consumer
[WHERE ARE WE TODAY]

                                      These four dimensions guide brand development,
                                       management, and measurement of brand equity in the
                                       commodity market
                                                                             Brand Equity
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                                         Brand                        Perceived        Brand                                Brand
                                       Awareness                       Quality       Association                           Loyalty
                                            Saudi Star Brand Journey Today
                                                                                            Saudi Star Branding Building
[WHERE DO WE WANT TO GO]
                                      Remove the blind-spot with      Rational                                  Saudi Star
                                                                                             Saudi Star Today
                                       selecting a brand v/s product   Appeal                                    destination



                                      Make Rice/Saudi Star at the




                                                                          Product Delivery
                                       forefront of consumer
                                       purchase
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                                      Make Saudi Star at the                                                   Emotional
                                                                                              Building Brand
                                       forefront of consumer                                      Equity
                                                                                                                 Appeal


                                       moments
[BRAND PLATFORM]
                                                                 •Housewives with 1 – 2 children - 21-30 years.
                                                                 •SEC: B, C1 (trend setters) and C2 (aspirational).
                                                 GET             •Educated.
                                                (target)         •Highly involved and opinionated
                                                                 •Values her family



                                                WHO
                                                                 •longing for self-satisfaction, & appreciation and hence is
                                          (think/feel/do this)   experimenting with her cooking skills to surprise her family & friends




                                                  TO             Believe that Saudi Star is her key partner to help her unleash her
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                                          (think/feel/do that)   creativity when she wants to prepare a meal for her family & friends




                                                  BY
                                            telling them                Saudi Star Rice … A Smart Choice
                                             (proposition)
[UNLEASHING CREATIVITY]

                                      Unleash - to allow something, especially something
                                       previously held in check, to have its full effect
                                      Creativity - the ability to use the imagination to develop new
                                       and original ideas or things, especially in an artistic context
                                                                    Rush of Emotion                  Skill Demonstration
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                                                                                                 creativity
                                      A powerful platform that could be unbelievable for a low involvement product unless effectively communicated to a
                                      hype to demonstrate its performance like the INTEL INSIDE
[…THE POWER OF OUR PROPOSITION]




                                                                               To facilitate creativity
                                       To enable people to
                                                                               In a world of data
                                       realize their potential
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                                                                 Saudi Star
                                                                    Rice

                                                                 Unleashing
                                                                  Creativity
[BRAND DNA … UNLEASHING CREATIVITY]

                                                                                             Consumer


                                                                                                    EMOTIONAL            Also Saudi Star Rice is my creative
                                                                                                    VALUE                facilitator that helps me demonstrate my
                                                                                                                         skills, always bringing a delicious ending



                                                                                                         Unleash your creativity – Saudi Star rice A
                                                                             EMOTIONAL
                                                                                                         Smart Choice
                                                                             BENEFIT



                                                              FUNCTIONAL BENEFIT        high quality purity and whiteness
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                                                  ATTRIBUTE            White, long grain, high quality

                                        Product
[BRAND IDENTITY PLANNING MODEL]


                                                                                   Brand DNA


                                           Brand as            Brand as                      Brand as             Brand as
                                           Product            Organization                    Person              Symbol
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                                      1.Product Scope        1.Organizational            1.Personality       1.Visual Imagery and
                                                               Attributes                                      metaphors
                                      2.Product Attributes                               2. Brand-customer
                                                             2. Local vs. Global           relationship      2. Brand Heritage
                                      3.Quality/Value
                                      4.Users
                                      5.Country
[EXAMPLE: BRAND IDENTITY PLANNING]
                                         Brand As Product        Brand as Organization          Brand As Person       Brand As Symbol
                                         1.Product Scope         1. Organizational Attributes   1. Personality        1. Visual Imagery and
                                         2.Product Attributes                                                         metaphors
                                                                 2. Local vs. Global            2. Brand-customer
                                         3.Quality/Value                                        relationship          2. Brand Heritage

                                         4.Users
                                         5.Country




                                         Brand As Product        Brand as Organization          Brand As Person        Brand As Symbol
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                                         1.Search                1. Hardworking, fun, cult      1. Honest, but         1. Simple design, basic
                                                                                                playful.               html, logo is not sacred.
                                         2.Fast, comprehensive   2.Global view
                                                                                                2. Always there for    2. “Old internet’
                                         3.“The best”
                                                                                                you.
                                         4.Surfers
                                         5.International
[EXAMPLE: BRAND IDENTITY PLANNING]
                                         Brand As Product                Brand as Organization          Brand As Person        Brand As Symbol
                                         1.Product Scope                 1. Organizational Attributes   1. Personality         1. Visual Imagery and
                                         2.Product Attributes                                                                  metaphors
                                                                         2. Local vs. Global            2. Brand-customer
                                         3.Quality/Value                                                relationship           2. Brand Heritage

                                         4.Users
                                         5.Country

                                                                                           Saudi Star Rice


                                         Brand As Product            Brand as Organization              Brand As Person         Brand As Symbol
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                                         1.Commodity course          1. Proactive, creative             1. Creative, Caring,    1.Emotional, Modern
                                                                                                        In-control,
                                         2.White long grain          2. Local need, Regional view                               2. Co-Partner,
                                                                                                        Innovative
                                                                                                                                Trustworthy
                                         3.Delicious food
                                                                                                        2.Versatile,
                                         4.Caring Housewives, Creative                                  Dependable,
                                                                                                        Responsive.
                                         5.Saudi
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                     [COMMUNICATION TOUCH POINTS]
TV                                                   Press


                                      Wireless
                                                                           Direct Mail                            Email                                Magazines
                                     Advertising
                                                     Loyalty
                                                                                                                                       Competitions
                                                    Schemes                         Event               Cause
                                                                   In store
                                                                                 Sponsorship            Related         Promotions
                                                                     POS

                                                                                            SMS/Mobile
                                                                   Content                                              Sponsorship/
                                                                   Creation                                              Partnership
                                       Online      Advertorials/                                                                                         Public
                                                     Expert                                Consumer                                     Vouchers
                                     Advertising                                                                                                      Transportation
                                                                   Editorial                                              On Pack
                                                                                  Viral / WOM           Email
                                                                                                                         Consumer
                                                                   Online
                                                                                         Consumer Lifestyle                Trade
                                                                   Content
                                                                                           Entertainment                  Shows         Member
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                                                    DR Press
                                                                                                                                        Schemes
                                       Radio                               DR Online                              DR TV                                  Posters


                                                                   Outdoor                                                Ambient



                                                                           1   Awareness            3    Experiential

                                                                           2   Conversations        4    Personal
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                     [CREATIVE PRESENTATION - LOGOS]
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Wheat
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The Execution
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                                     Represents and empowers the name and values of the brand
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                     [LOGOS – COLOUR RATIONALE]
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Passionate
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Natural
RED
                                     The most physical color in the spectrum, red suggests the
                                     very ebb and flow of life. It is the symbolic color of the
                                     heart, strong-willed and expressing strong emotions. It may
                                     command us to stop but the same time encourages
                                     movement.
                                     From the beginning of time red has been deeply ingrained
                                     in the human mind as a signal to act or re-act. It is the color
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                                     of life-sustaining blood as well as the color of enticing,
                                     appetite arousing ripened fruits that sustain humans’ very
                                     existence.
                                     Rich | Elegant | Refined | Expensive | Mature | Luxurious | Robust
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Logo - option 1
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                                     Freshness
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Nature
Green
                                     Long associated with nature. It is the most restful
                                     colour to the eyes.

                                     Green also refer to emeralds, jade and other
                                     gemstone
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                                     Nature | Freshness | Renewal | Tranquility | Peace| Youth | Growth.
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Logo - option 2
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BLUE
                                     Long associated with the serenity of a clear,
                                     cloudless blue sky reflected over a calm sea.
                                     The human mind embraces the concept of blue as
                                     constant and translates it into a symbolic image of
                                     dependability and loyalty.
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                                     Heavenly | Constant | True | Dependable | Restful | Trusting | Credible.
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Logo - option 3 (A)
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Logo - option 3 (B)
[CREATIVE PRESENTATION - PACKAGING]
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2kg bag – option 1 (A)
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2kg bag – option 1 (B)
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2kg bag – option 2 (A)
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2kg bag – option 2 (B)
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2kg bag – option 3
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2kg bag – option 4
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2kg bag – option 5 (A)
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2kg bag – option 5 (B)
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2kg bag – option 5 (C)
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10kg Jute
[CREATIVE PRESENTATION – CARE
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                                     TEASER CAMPAIGN]
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Care MV
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Care - Press
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Care - Megacom
[CREATIVE PRESENTATION – HANDS
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                                     TEASER CAMPAIGN]
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Hands MV
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Hands - Megacom
[CREATIVE PRESENTATION – QUALITY
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                                     TEASER CAMPAIGN]
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Quality MV
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Quality - Press
[CREATIVE PRESENTATION – TASTE
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                                     TEASER CAMPAIGN]
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Taste MV
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Quality - Press
[CREATIVE PRESENTATION – ALL
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                                     TOGETHER REVEAL CAMPAIGN]
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MV
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Main Ad
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Press
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Megacom
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On Site Unipole
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On Site Unipole
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Mall Mupi
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Mall Mupi
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Shelf Talker
Opening Shot of our farm




                                                                         VO: hands you can rely on       VO: to cultivate                                      VO: to nurture




                                                                 VO: to care                                                VO: to harvest                               VO: to select
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                                     VO: to bring you the best quality            VO: from our own fields to your table                      VO: Saudi Star Rice … trusted quality in every grain


                                                                                                                                                                                                    TVC
[CREATIVE PRESENTATION – CARE
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                                     TACTICAL CAMPAIGN]
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Care – Main Ad
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Care - Press
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Care - Magazine
[CREATIVE PRESENTATION – HANDS
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                                     TACTICAL CAMPAIGN]
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Hands – Main Ad
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Hands - Press
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Hands- Magazine
[CREATIVE PRESENTATION – QUALITY
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                                     TACTICAL CAMPAIGN]
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Quality – Main Ad
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Quality - Press
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Quality - Magazine
[CREATIVE PRESENTATION – TASTE
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                                     TACTICAL CAMPAIGN]
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Taste – Main Ad
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Taste - Press
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Taste - Magazine
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                     [ ESTIMATED COST – AGENCY ONLY]
Scope of Work                                       Cost in SAR
                                     A. Create a new brand logo for Saudi Star Rice
                                        Logo design
                                     B. Development of Visual Language (Usage Guidelines)
                                        1.Application/usage of logo                            SAR. 45,000
                                        2.Development of tone of voice
                                        3.Font usage
                                        4.Colour palette
                                        5.Photographic palette exploration
Brackets @2010 All Rights Reserved
Scope of Work                                                    Cost in SAR
                                     C. Office Collateral - A
                                        Saudi Star stationary:
                                        1.Business cards
                                        2.Envelopes A4, DL, C4, A3 oversize
                                        3.Forms
                                        4.Letterhead
                                        5.Wrapping paper
                                        6.With compliment slips
                                        7.Fax sheet
                                        8.Bags                                                             SAR. 120,000
                                        9.CD and CD cover labels
                                        10.Powerpoint template, this also includes digital stationary)
                                        11.Corporate Gift Items (branding design)
                                     D. Office Collateral - B
Brackets @2010 All Rights Reserved




                                        1.HTML emailers email signatures
                                        2.Signages (interior and exterior)
                                        3.Environmental design palette for exhibition and display
                                          environment
Scope of Work                                                  Cost in SAR
                                     E. Packaging:
                                        1. 2KG bag                                                        SAR. 40,000
                                        2. 10KG Jute
                                     F. Above the line campaign: (building the brand)
                                        1. Main concept (include positioning, planning, proposition
                                             and main idea)
                                        2. Teaser campaign (Press, magazine, outdoor) for the four
                                                                                                         SAR. 164,000
                                             elements: Care, Hands, Quality and Taste
                                        3. Reveal Campaign (Press, Magazine, outdoor, TV, Radio)
                                        4. Tactical Campaign (Press, magazine, outdoor) for the four
                                             elements: Care, Hands, Quality and Taste
                                     G. Online
                                        1. Website design only
                                        2. Blog design only
Brackets @2010 All Rights Reserved




                                        3. Online Teaser campaign                                         SAR. 45,000
                                        4. Online Reveal campaign
                                        5. Online Tactical campaign
                                        P.S. we will work with a third party for full digital strategy
[COST SUMMERY]
                                             Scope of Work                                                                   Cost in SAR
                                        A.   Create a new brand logo for Saudi Star Rice
                                                                                                                                  SAR. 45,000
                                        B.   Development of Visual Language (Usage Guidelines)
                                        C.   Office Collateral – A
                                                                                                                                 SAR. 120,000
                                        D.   Office Collateral – B
                                        E.   Packaging                                                                            SAR. 40,000
                                        F.   Above the line campaign: (building the brand)                                       SAR. 164,000
                                        G.   Online                                                                               SAR. 45,000
Brackets @2010 All Rights Reserved




                                             TOTAL COST                                                                          SAR. 414,000

                                       Note:
                                       1. The cost above does not include any media booking. We will charge 10% agency fees above the cost
                                       2. The cost above does not include any third party expenses like PR, photography, printing etc. We will charge 15% agency fees above the cost
                                       3. The cost above is estimated, and it could be changed if the brief is changed
                                       4. Upon approval, a detailed project timeline will be shared to mark responsibilities.
                                       5. The cost above include 3 sets of revisions prior to moving to final artwork. Additional revisions (over & above 3 included in above rates)
                                       will be charged at 50% of the original Design/Artwork cost.
Brackets @2010 All Rights Reserved




                      [THANK YOU]

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Ss rice (aug 2010)

  • 1. Saudi Star Rice Brackets @2010 All Rights Reserved August 2010 Brackets retains the intellectual property rights to this document. Unauthorized usage of the ideas presented herein, or replication in any form is strictly prohibited
  • 2. Brackets @2010 All Rights Reserved [SHOPPING AROUND]
  • 3. Brackets @2010 All Rights Reserved
  • 4. Brackets @2010 All Rights Reserved
  • 5. Brackets @2010 All Rights Reserved
  • 6. Brackets @2010 All Rights Reserved
  • 7. Brackets @2010 All Rights Reserved
  • 8. Brackets @2010 All Rights Reserved
  • 9. Brackets @2010 All Rights Reserved
  • 10. Brackets @2010 All Rights Reserved
  • 11. Brackets @2010 All Rights Reserved EXPENDITURE] [RICE BRANDS MEDIA
  • 12. Brackets @2010 All Rights Reserved Amount in USD
  • 13. Brackets @2010 All Rights Reserved Amount in USD
  • 14. Brackets @2010 All Rights Reserved Amount in USD
  • 15. Brackets @2010 All Rights Reserved [FOOD IN KSA]
  • 16. [KEY FACTORS] • Higher grocery prices behind changes in shopping habits • Consumers buying smaller quantities (86%) • Switching to cheaper brands (75%) • No longer buying certain food categories all together (65%) • Saudi food imports grew by 25% in 2009 Brackets @2010 All Rights Reserved
  • 17. [SAUDI CONSUMER EXPENDITURE - FORCAST] Brackets @2010 All Rights Reserved Source: Euromonitor Intl
  • 18. [SAUDI CONSUMER EXPENDITURE - FORCAST] Brackets @2010 All Rights Reserved Source: Euromonitor Intl
  • 19. [SAUDI CONSUMER EXPENDITURE - FORCAST] Brackets @2010 All Rights Reserved Source: Euromonitor Intl
  • 20. [PURCHASE BEHAVIOUR] Measurement Tree on Food Spend Contribution by Channel Food indexed to Total FMCG Spend per buyer in (Saudi Riyals) Hypermarkets 94 5,533 (+3.1) Supermarkets 96 Mini Market 99 Purchase Frequency Spend per Trip Baqala 113 (Trips per year) (Saudi Riyals) 88 204 (+7.9) 27 (-4.6) Wholesale 2009; figures in parentheses indicate % change 2008 Food Purchases from Baqalas Source of Growth Baqalas Source of Growth Switching Baqalas Spend per buyer in Brackets @2010 All Rights Reserved (Saudi Riyals) Total percentage change Supermarkets 13 55 1,916 (+12.7) Increased purchasing Mini Market 18 7 Purchase Frequency Spend per Trip All others Switching from other channel 17 (Trips per year) (Saudi Riyals) 6 Wholesales 151 (+11.9) 13 (+0.8) 8 Hypermarkets Source: Saudi Kantara World Panel 2009 3
  • 21. Brackets @2010 All Rights Reserved
  • 22. Brackets @2010 All Rights Reserved MOUTH] [ONLINE WORD OF
  • 23. Brackets @2010 All Rights Reserved
  • 24. Brackets @2010 All Rights Reserved [DIPSTICK SURVEY]
  • 25. [INTRO]  The survey was done in www.polldaddy.com  Distributed through Brackets twitter, facebook and by email.  This is by no means a scientific survey. Brackets @2010 All Rights Reserved  Around ( 52 ) people answered 10 questions in 4 days
  • 26. Brackets @2010 All Rights Reserved [BASIC INFORMATION]
  • 27. [HOW DO YOU FEEL ABOUT THE FOLLOWING CHARACTERISTICS OF RICE?] - + Brackets @2010 All Rights Reserved Note: Participants could choose more than one
  • 28. [DID YOU INCREASE RICE [ DO YOU INTEND TO INCREASE CONSUMPTION AS COMPARED TO RICE CONSUMPTION IN THE NEAR LAST YEAR?] FUTURE? ] Brackets @2010 All Rights Reserved
  • 29. [ON AVERAGE, HOW OFTEN DO YOU EAT RICE?] Brackets @2010 All Rights Reserved
  • 30. [WHAT TYPE OF RICE PRODUCTS ARE YOU INTERESTED IN?] Brackets @2010 All Rights Reserved
  • 31. [WHAT IS THE BEST RICE BRAND IN YOUR OPINION?] Brackets @2010 All Rights Reserved
  • 32. [WHY SHOULD ONE BRAND A Brackets @2010 All Rights Reserved COMMODITY?]
  • 33.  A way to escape from merely competing on volume and price alone  differentiate products as they enhance their value beyond their functional attributes.  build preferences versus competing products and Brackets @2010 All Rights Reserved therefore create long-term sustainable competitive advantage
  • 34. Brackets @2010 All Rights Reserved [A LOGO DOES NOT A BRAND MAKE]
  • 35. [Creating a successful BRAND is based around having identified an effective strategy] Brackets @2010 All Rights Reserved
  • 36. [ABRAND strategy builds on a vision, is aligned with your business strategy, emerges company’s values and culture…] Brackets @2010 All Rights Reserved
  • 37. [ABRAND strategy reflects an in-depth understanding of customer and employee needs and perception] Brackets @2010 All Rights Reserved
  • 38. [ABRAND strategy provides a central unified idea around which all behavior, actions and communications are aligned.] Brackets @2010 All Rights Reserved
  • 39. Marketing Web Research Collateral Advertising Events Brackets @2010 All Rights Reserved Direct Mail
  • 40. Marketing Web Research Collateral Advertising BRAND Events Brackets @2010 All Rights Reserved Direct Mail
  • 41. Brackets @2010 All Rights Reserved [So, where do we start?]
  • 42. [we always begin each program with a BRAND workshop] Brackets @2010 All Rights Reserved
  • 43. [START] Proposal Phase Recognize of need Go Decision to review the brand Client Activity identity First meeting Second meeting? Credentials and Procedure •Review plan & estimate Statement of problem •Establish team Consultancy Activity Written program plan, timetable and fee estimate Brackets @2010 All Rights Reserved Internal Change •Change of vision, positioning Environmental Change •Reorganization •Technological Inputs •Acquisition/.Merger •Societal •Product line change •Regularity •Marketing strategy change
  • 44. [PHASE ONE] Analysis & Planning Go Decision Plan Approval Designate internal Client Activity contacts Presentation of Brand Identity Plan Initial Brand Workshop Findings, Conclusions, Recommendations Brand Identity Plan Consultancy Current identity assessment Situation Factors assessment •Industry definition Leadership intentions Brand Identity Platform Creative Direction as required •Visual message •Definition •Positioning •Naming Plan Activity •Verbal message •Nomenolature system & elements •Geography/ Nationality •Size & Ranking Mission, vision, position •Culture •Purpose •Mission •Logo design criteria •Association models •History & Ranking •Name & Logo •Management Character, personality •Composition •Nomenolature system & elements •Identities of components •Competitor •Composition •Culture •Signature & association system •Units & Competenose Organizing concept, •Personality •Brands components relationship Brackets @2010 All Rights Reserved Communications Literature Review Executive Interviews External interviews Image Research materials audit •Press articles •Corporate mgmt. •Customers •Review existing Inputs •Print •Analyst Report •Line managers •Industry press data •Corporate staff •Signs •Business Plans •Distributors •Analysis •New research? •Other media •Marketing Plans •Agencies •Regulators (added Phase)
  • 45. [Then, together, we can start to build a BRAND Identity Platform…] Brackets @2010 All Rights Reserved
  • 46. Position Purpose Mission Culture, Personality and values Brackets @2010 All Rights Reserved Promise Association Anchor
  • 47. Position Purpose Mission Culture, Personality and values Brackets @2010 All Rights Reserved Promise Association Anchor
  • 48. Position Purpose Positioning Mission What we hope to be Culture, Personality and in our audiences’ values minds, compared to Brackets @2010 All Rights Reserved Promise other organizations Association Anchor
  • 49. Position Purpose Mission Purpose Culture, Personality and What we are in values business to do Brackets @2010 All Rights Reserved Promise Association Anchor
  • 50. Position Purpose Mission Mission Culture, Beyond the Personality and values economics, why it is worth doing? Brackets @2010 All Rights Reserved Promise Association Anchor
  • 51. Position Culture, Personality Purpose and Values The distinctive Mission shared behavior that Culture, Personality and best support your values common purpose Brackets @2010 All Rights Reserved Promise and mission – your Association chosen style & Anchor manner
  • 52. Position Purpose Mission Promise Culture, Your right to engage Personality and values with your members, clients or customers Brackets @2010 All Rights Reserved Promise Association Anchor
  • 53. Position Purpose Associations Mission The clothes you Culture, Personality and wear to illustrate values your Brand Brackets @2010 All Rights Reserved Promise personality traits Association Anchor
  • 54. Position Purpose Mission Anchor Culture, Aligning your Brand Personality and values with one primary need Brackets @2010 All Rights Reserved Promise Association Anchor
  • 55. [PHASE TWO] Naming and Logo Design Plan Approval Name Selection and Logo decision and design •Identity Platform clearance approval •Naming Plan (?) Client Activity •Design Criteria Second-out selections Directional Design Review Design and availability search Recommendations Consultancy Naming Phase (if required) Logo Design Refinements of selected •Master list generation •Design exploration directions Activity •First-out selection and •Application Studies •Application demonstration screening •Colour studies • visual system elements Brackets @2010 All Rights Reserved Intellectual property (if appropriate) Audience counsel testing of candidate logo (Possible) name Inputs evaluation research
  • 56. Brackets @2010 All Rights Reserved [SAUDI STAR BRAND]
  • 57. [THE CHALLENGE] To define ourselves A good value long grain rice To establish ourselves A good choice for your family. Brackets @2010 All Rights Reserved To position/ differentiate ourselves ?
  • 58. [BENEFIT LADDERING] Driving Force Smart Living Leverage Point The smart choice for Saudi family Consumer Premium quality that gives you & your family a tasty meal for Benefit good value for money Brackets @2010 All Rights Reserved Attribute White, Long Grain, High quality, Fresh from the farm
  • 59. [SMART VALUES] Alert Sharp Bright Smart Choice Brackets @2010 All Rights Reserved Sensible Clever Life style Decision
  • 60. [BRAND IMAGE] Picture of the Sender Physique Personality Long grain, white, multistage, modern & •Confident •Modern & Trendy contemporary. •Sensible •Smart •Young Relationship Culture Externalization Internalization •It offers me & my family a premium The Smart •Approachable rice with a good value for money. •As well as a choice that reflects a Choice •Committed to deliver tasty food for your family hence your smart lifestyle. lifestyle. Brackets @2010 All Rights Reserved Reflection Self Image •I am a responsible housewife •I am a modern woman who seeks •I carefully evaluate my choices the best for my family. •I believe I make the right •I believe in making smart choices. decisions. Picture of the Recipient
  • 61. [THE DIFFERNTIATER] To define ourselves A good value long grain rice To establish ourselves A good choice for your family. Brackets @2010 All Rights Reserved To position/ differentiate ourselves is the Smart Choice that you make for a better life style.
  • 62. [Now we can develop a BRAND IDENTITY that truly reflects the vision, values, culture and personality of business…] Brackets @2010 All Rights Reserved
  • 63. [… and provide the necessary tools to effectively communicate the vision and identity to all key stakeholders – across all platforms] Brackets @2010 All Rights Reserved
  • 64. Brackets @2010 All Rights Reserved [STRATEGIES]
  • 65. Strategy is the fine art of keeping every factor and element in perfect balance. By working closely with our clients, our Brand Strategy team defines and puts in place the actions needed to deliver an agreed result. This will be in line Brackets @2010 All Rights Reserved with the overall business strategy behind the brand creation, and ensure the long-term, consistent implementation and management of the brand.
  • 66. The Saudi FMCG market in general is very promotion-driven. Commodity consumers tend to be even more responsive to promotions than consumers in other categories because the value of the gift differentiates one product from another. This is particularly important when products are not so visible Brackets @2010 All Rights Reserved or known to the consumer
  • 67. [WHERE ARE WE TODAY]  These four dimensions guide brand development, management, and measurement of brand equity in the commodity market Brand Equity Brackets @2010 All Rights Reserved Brand Perceived Brand Brand Awareness Quality Association Loyalty Saudi Star Brand Journey Today Saudi Star Branding Building
  • 68. [WHERE DO WE WANT TO GO]  Remove the blind-spot with Rational Saudi Star Saudi Star Today selecting a brand v/s product Appeal destination  Make Rice/Saudi Star at the Product Delivery forefront of consumer purchase Brackets @2010 All Rights Reserved  Make Saudi Star at the Emotional Building Brand forefront of consumer Equity Appeal moments
  • 69. [BRAND PLATFORM] •Housewives with 1 – 2 children - 21-30 years. •SEC: B, C1 (trend setters) and C2 (aspirational). GET •Educated. (target) •Highly involved and opinionated •Values her family WHO •longing for self-satisfaction, & appreciation and hence is (think/feel/do this) experimenting with her cooking skills to surprise her family & friends TO Believe that Saudi Star is her key partner to help her unleash her Brackets @2010 All Rights Reserved (think/feel/do that) creativity when she wants to prepare a meal for her family & friends BY telling them Saudi Star Rice … A Smart Choice (proposition)
  • 70. [UNLEASHING CREATIVITY]  Unleash - to allow something, especially something previously held in check, to have its full effect  Creativity - the ability to use the imagination to develop new and original ideas or things, especially in an artistic context Rush of Emotion Skill Demonstration Brackets @2010 All Rights Reserved creativity A powerful platform that could be unbelievable for a low involvement product unless effectively communicated to a hype to demonstrate its performance like the INTEL INSIDE
  • 71. […THE POWER OF OUR PROPOSITION] To facilitate creativity To enable people to In a world of data realize their potential Brackets @2010 All Rights Reserved Saudi Star Rice Unleashing Creativity
  • 72. [BRAND DNA … UNLEASHING CREATIVITY] Consumer EMOTIONAL Also Saudi Star Rice is my creative VALUE facilitator that helps me demonstrate my skills, always bringing a delicious ending Unleash your creativity – Saudi Star rice A EMOTIONAL Smart Choice BENEFIT FUNCTIONAL BENEFIT high quality purity and whiteness Brackets @2010 All Rights Reserved ATTRIBUTE White, long grain, high quality Product
  • 73. [BRAND IDENTITY PLANNING MODEL] Brand DNA Brand as Brand as Brand as Brand as Product Organization Person Symbol Brackets @2010 All Rights Reserved 1.Product Scope 1.Organizational 1.Personality 1.Visual Imagery and Attributes metaphors 2.Product Attributes 2. Brand-customer 2. Local vs. Global relationship 2. Brand Heritage 3.Quality/Value 4.Users 5.Country
  • 74. [EXAMPLE: BRAND IDENTITY PLANNING] Brand As Product Brand as Organization Brand As Person Brand As Symbol 1.Product Scope 1. Organizational Attributes 1. Personality 1. Visual Imagery and 2.Product Attributes metaphors 2. Local vs. Global 2. Brand-customer 3.Quality/Value relationship 2. Brand Heritage 4.Users 5.Country Brand As Product Brand as Organization Brand As Person Brand As Symbol Brackets @2010 All Rights Reserved 1.Search 1. Hardworking, fun, cult 1. Honest, but 1. Simple design, basic playful. html, logo is not sacred. 2.Fast, comprehensive 2.Global view 2. Always there for 2. “Old internet’ 3.“The best” you. 4.Surfers 5.International
  • 75. [EXAMPLE: BRAND IDENTITY PLANNING] Brand As Product Brand as Organization Brand As Person Brand As Symbol 1.Product Scope 1. Organizational Attributes 1. Personality 1. Visual Imagery and 2.Product Attributes metaphors 2. Local vs. Global 2. Brand-customer 3.Quality/Value relationship 2. Brand Heritage 4.Users 5.Country Saudi Star Rice Brand As Product Brand as Organization Brand As Person Brand As Symbol Brackets @2010 All Rights Reserved 1.Commodity course 1. Proactive, creative 1. Creative, Caring, 1.Emotional, Modern In-control, 2.White long grain 2. Local need, Regional view 2. Co-Partner, Innovative Trustworthy 3.Delicious food 2.Versatile, 4.Caring Housewives, Creative Dependable, Responsive. 5.Saudi
  • 76. Brackets @2010 All Rights Reserved [COMMUNICATION TOUCH POINTS]
  • 77. TV Press Wireless Direct Mail Email Magazines Advertising Loyalty Competitions Schemes Event Cause In store Sponsorship Related Promotions POS SMS/Mobile Content Sponsorship/ Creation Partnership Online Advertorials/ Public Expert Consumer Vouchers Advertising Transportation Editorial On Pack Viral / WOM Email Consumer Online Consumer Lifestyle Trade Content Entertainment Shows Member Brackets @2010 All Rights Reserved DR Press Schemes Radio DR Online DR TV Posters Outdoor Ambient 1 Awareness 3 Experiential 2 Conversations 4 Personal
  • 78. Brackets @2010 All Rights Reserved [CREATIVE PRESENTATION - LOGOS]
  • 79. Brackets @2010 All Rights Reserved Wheat
  • 80. Brackets @2010 All Rights Reserved
  • 81. Brackets @2010 All Rights Reserved
  • 82. The Execution Brackets @2010 All Rights Reserved Represents and empowers the name and values of the brand
  • 83. Brackets @2010 All Rights Reserved [LOGOS – COLOUR RATIONALE]
  • 84. Brackets @2010 All Rights Reserved Passionate
  • 85. Brackets @2010 All Rights Reserved Natural
  • 86. RED The most physical color in the spectrum, red suggests the very ebb and flow of life. It is the symbolic color of the heart, strong-willed and expressing strong emotions. It may command us to stop but the same time encourages movement. From the beginning of time red has been deeply ingrained in the human mind as a signal to act or re-act. It is the color Brackets @2010 All Rights Reserved of life-sustaining blood as well as the color of enticing, appetite arousing ripened fruits that sustain humans’ very existence. Rich | Elegant | Refined | Expensive | Mature | Luxurious | Robust
  • 87. Brackets @2010 All Rights Reserved Logo - option 1
  • 88. Brackets @2010 All Rights Reserved Freshness
  • 89. Brackets @2010 All Rights Reserved Nature
  • 90. Green Long associated with nature. It is the most restful colour to the eyes. Green also refer to emeralds, jade and other gemstone Brackets @2010 All Rights Reserved Nature | Freshness | Renewal | Tranquility | Peace| Youth | Growth.
  • 91. Brackets @2010 All Rights Reserved Logo - option 2
  • 92. Brackets @2010 All Rights Reserved
  • 93. Brackets @2010 All Rights Reserved
  • 94. BLUE Long associated with the serenity of a clear, cloudless blue sky reflected over a calm sea. The human mind embraces the concept of blue as constant and translates it into a symbolic image of dependability and loyalty. Brackets @2010 All Rights Reserved Heavenly | Constant | True | Dependable | Restful | Trusting | Credible.
  • 95. Brackets @2010 All Rights Reserved Logo - option 3 (A)
  • 96. Brackets @2010 All Rights Reserved Logo - option 3 (B)
  • 97. [CREATIVE PRESENTATION - PACKAGING] Brackets @2010 All Rights Reserved
  • 98. Brackets @2010 All Rights Reserved 2kg bag – option 1 (A)
  • 99. Brackets @2010 All Rights Reserved 2kg bag – option 1 (B)
  • 100. Brackets @2010 All Rights Reserved 2kg bag – option 2 (A)
  • 101. Brackets @2010 All Rights Reserved 2kg bag – option 2 (B)
  • 102. Brackets @2010 All Rights Reserved 2kg bag – option 3
  • 103. Brackets @2010 All Rights Reserved 2kg bag – option 4
  • 104. Brackets @2010 All Rights Reserved 2kg bag – option 5 (A)
  • 105. Brackets @2010 All Rights Reserved 2kg bag – option 5 (B)
  • 106. Brackets @2010 All Rights Reserved 2kg bag – option 5 (C)
  • 107. Brackets @2010 All Rights Reserved 10kg Jute
  • 108. [CREATIVE PRESENTATION – CARE Brackets @2010 All Rights Reserved TEASER CAMPAIGN]
  • 109. Brackets @2010 All Rights Reserved Care MV
  • 110. Brackets @2010 All Rights Reserved Care - Press
  • 111. Brackets @2010 All Rights Reserved Care - Megacom
  • 112. [CREATIVE PRESENTATION – HANDS Brackets @2010 All Rights Reserved TEASER CAMPAIGN]
  • 113. Brackets @2010 All Rights Reserved Hands MV
  • 114. Brackets @2010 All Rights Reserved Hands - Megacom
  • 115. [CREATIVE PRESENTATION – QUALITY Brackets @2010 All Rights Reserved TEASER CAMPAIGN]
  • 116. Brackets @2010 All Rights Reserved Quality MV
  • 117. Brackets @2010 All Rights Reserved Quality - Press
  • 118. [CREATIVE PRESENTATION – TASTE Brackets @2010 All Rights Reserved TEASER CAMPAIGN]
  • 119. Brackets @2010 All Rights Reserved Taste MV
  • 120. Brackets @2010 All Rights Reserved Quality - Press
  • 121. [CREATIVE PRESENTATION – ALL Brackets @2010 All Rights Reserved TOGETHER REVEAL CAMPAIGN]
  • 122. Brackets @2010 All Rights Reserved MV
  • 123. Brackets @2010 All Rights Reserved Main Ad
  • 124. Brackets @2010 All Rights Reserved Press
  • 125. Brackets @2010 All Rights Reserved Megacom
  • 126. Brackets @2010 All Rights Reserved On Site Unipole
  • 127. Brackets @2010 All Rights Reserved On Site Unipole
  • 128. Brackets @2010 All Rights Reserved Mall Mupi
  • 129. Brackets @2010 All Rights Reserved Mall Mupi
  • 130. Brackets @2010 All Rights Reserved Shelf Talker
  • 131. Opening Shot of our farm VO: hands you can rely on VO: to cultivate VO: to nurture VO: to care VO: to harvest VO: to select Brackets @2010 All Rights Reserved VO: to bring you the best quality VO: from our own fields to your table VO: Saudi Star Rice … trusted quality in every grain TVC
  • 132. [CREATIVE PRESENTATION – CARE Brackets @2010 All Rights Reserved TACTICAL CAMPAIGN]
  • 133. Brackets @2010 All Rights Reserved Care – Main Ad
  • 134. Brackets @2010 All Rights Reserved Care - Press
  • 135. Brackets @2010 All Rights Reserved Care - Magazine
  • 136. [CREATIVE PRESENTATION – HANDS Brackets @2010 All Rights Reserved TACTICAL CAMPAIGN]
  • 137. Brackets @2010 All Rights Reserved Hands – Main Ad
  • 138. Brackets @2010 All Rights Reserved Hands - Press
  • 139. Brackets @2010 All Rights Reserved Hands- Magazine
  • 140. [CREATIVE PRESENTATION – QUALITY Brackets @2010 All Rights Reserved TACTICAL CAMPAIGN]
  • 141. Brackets @2010 All Rights Reserved Quality – Main Ad
  • 142. Brackets @2010 All Rights Reserved Quality - Press
  • 143. Brackets @2010 All Rights Reserved Quality - Magazine
  • 144. [CREATIVE PRESENTATION – TASTE Brackets @2010 All Rights Reserved TACTICAL CAMPAIGN]
  • 145. Brackets @2010 All Rights Reserved Taste – Main Ad
  • 146. Brackets @2010 All Rights Reserved Taste - Press
  • 147. Brackets @2010 All Rights Reserved Taste - Magazine
  • 148. Brackets @2010 All Rights Reserved [ ESTIMATED COST – AGENCY ONLY]
  • 149. Scope of Work Cost in SAR A. Create a new brand logo for Saudi Star Rice Logo design B. Development of Visual Language (Usage Guidelines) 1.Application/usage of logo SAR. 45,000 2.Development of tone of voice 3.Font usage 4.Colour palette 5.Photographic palette exploration Brackets @2010 All Rights Reserved
  • 150. Scope of Work Cost in SAR C. Office Collateral - A Saudi Star stationary: 1.Business cards 2.Envelopes A4, DL, C4, A3 oversize 3.Forms 4.Letterhead 5.Wrapping paper 6.With compliment slips 7.Fax sheet 8.Bags SAR. 120,000 9.CD and CD cover labels 10.Powerpoint template, this also includes digital stationary) 11.Corporate Gift Items (branding design) D. Office Collateral - B Brackets @2010 All Rights Reserved 1.HTML emailers email signatures 2.Signages (interior and exterior) 3.Environmental design palette for exhibition and display environment
  • 151. Scope of Work Cost in SAR E. Packaging: 1. 2KG bag SAR. 40,000 2. 10KG Jute F. Above the line campaign: (building the brand) 1. Main concept (include positioning, planning, proposition and main idea) 2. Teaser campaign (Press, magazine, outdoor) for the four SAR. 164,000 elements: Care, Hands, Quality and Taste 3. Reveal Campaign (Press, Magazine, outdoor, TV, Radio) 4. Tactical Campaign (Press, magazine, outdoor) for the four elements: Care, Hands, Quality and Taste G. Online 1. Website design only 2. Blog design only Brackets @2010 All Rights Reserved 3. Online Teaser campaign SAR. 45,000 4. Online Reveal campaign 5. Online Tactical campaign P.S. we will work with a third party for full digital strategy
  • 152. [COST SUMMERY] Scope of Work Cost in SAR A. Create a new brand logo for Saudi Star Rice SAR. 45,000 B. Development of Visual Language (Usage Guidelines) C. Office Collateral – A SAR. 120,000 D. Office Collateral – B E. Packaging SAR. 40,000 F. Above the line campaign: (building the brand) SAR. 164,000 G. Online SAR. 45,000 Brackets @2010 All Rights Reserved TOTAL COST SAR. 414,000 Note: 1. The cost above does not include any media booking. We will charge 10% agency fees above the cost 2. The cost above does not include any third party expenses like PR, photography, printing etc. We will charge 15% agency fees above the cost 3. The cost above is estimated, and it could be changed if the brief is changed 4. Upon approval, a detailed project timeline will be shared to mark responsibilities. 5. The cost above include 3 sets of revisions prior to moving to final artwork. Additional revisions (over & above 3 included in above rates) will be charged at 50% of the original Design/Artwork cost.
  • 153. Brackets @2010 All Rights Reserved [THANK YOU]