1. 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
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
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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
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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
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.
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Around ( 52 ) people answered 10
questions in 4 days
27. [HOW DO YOU FEEL ABOUT THE
FOLLOWING CHARACTERISTICS OF
RICE?]
- +
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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? ]
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29. [ON AVERAGE, HOW OFTEN DO YOU
EAT RICE?]
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30. [WHAT TYPE OF RICE PRODUCTS ARE
YOU INTERESTED IN?]
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31. [WHAT IS THE BEST RICE BRAND IN
YOUR OPINION?]
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32. [WHY SHOULD ONE BRAND A
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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
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therefore create long-term sustainable
competitive advantage
35. [Creating a successful BRAND is based around
having identified an effective strategy]
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36. [ABRAND strategy builds on a vision, is aligned
with your business strategy, emerges company’s
values and culture…]
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37. [ABRAND strategy reflects an in-depth
understanding of customer and employee needs
and perception]
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38. [ABRAND strategy provides a central unified idea
around which all behavior, actions and
communications are aligned.]
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39. Marketing
Web Research
Collateral
Advertising
Events
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Direct Mail
40. Marketing
Web Research
Collateral
Advertising
BRAND
Events
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Direct Mail
42. [we always begin each program with a BRAND
workshop]
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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
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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
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
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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)
45. [Then, together, we can start to build a BRAND
Identity Platform…]
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46. Position
Purpose
Mission
Culture,
Personality and
values
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Promise
Association
Anchor
47. Position
Purpose
Mission
Culture,
Personality and
values
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Promise
Association
Anchor
48. 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
49. Position
Purpose
Mission
Purpose
Culture,
Personality and What we are in
values
business to do
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Promise
Association
Anchor
50. Position
Purpose
Mission Mission
Culture,
Beyond the
Personality and
values economics, why it is
worth doing?
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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
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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
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Promise
Association
Anchor
53. 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
54. Position
Purpose
Mission Anchor
Culture,
Aligning your Brand
Personality and
values with one primary
need
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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
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Intellectual property (if appropriate) Audience
counsel testing of candidate logo
(Possible) name
Inputs evaluation research
57. [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
?
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
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Attribute White, Long Grain, High quality, Fresh from the farm
59. [SMART VALUES]
Alert
Sharp Bright
Smart Choice
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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.
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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
61. [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.
62. [Now we can develop a BRAND IDENTITY that truly
reflects the vision, values, culture and
personality of business…]
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63. [… and provide the necessary tools to effectively
communicate the vision and identity to all key
stakeholders – across all platforms]
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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
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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.
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
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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
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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
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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
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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)
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
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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
71. […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
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
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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
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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
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
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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
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
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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
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
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DR Press
Schemes
Radio DR Online DR TV Posters
Outdoor Ambient
1 Awareness 3 Experiential
2 Conversations 4 Personal
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
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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
90. 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.
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.
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Heavenly | Constant | True | Dependable | Restful | Trusting | Credible.
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
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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
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
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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
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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
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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
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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.