Branding Project

This a class project for a brand management class I took at ESADE Business School in Barcelona, Spain.

1. 1

2. INDEX
1.Introduction
2.Market Overview
3.Consumer Insight & Segmentation
4.Brand Concept
5.Brand Identity
6.Integrated Marketing Communication (IMC)
7.Recommendations
2

3. 01. INTRODUCTION
3

4. OBJECTIVES
•To develop a brand strategy
•To establish the direction, leadership, clarity
of purpose, inspiration and energy for the
Brand
•To propose an implementation strategy that
is effective and consistent with the Brand
405. RECOMMENDATIONS

5. 02. MARKET OVERVIEW
5

6. 602. MARKET OVERVIEW

7. TRAVEL MARKET TRENDS
•
eightened need for information
•
ime: Scarce Commodity
•
ap between expectations and experience
•
ressure on leisure time are likely to lead to more but
shorter trips
•
ompetitive global environment with tourists looking
for more economical travel experiences through the
Internet
–Companies are able to trade more freely across
borders
•
ncreasing need of information to be accessible
through all the latest Internet and communication
channels
702. MARKET OVERVIEW

8. SWOT ANALYSIS
802. MARKET OVERVIEW
WEAKNESS
 Startup company
 New brand and product
 Constraint of languages and cultures
 Doesn’t provide as much information as
other travel guides
 Difficult to reach consumers in other
countries
STRENGTH
 Entertaining and friendly content
 Easy to carry
 Travel at your own pace
 Ability to live emotions
 Unique way to know the city
THREAT
 Many competitor in different sectors
 “Audio Guide” has a negative connotation
 People think audio shuts them off from city
 Fragmented market
 Many people have visited the cities
 Economic downturn
OPPORTUNITY
 Increase in short trips (2-3 days)
 Internet and new platforms make it
easier to reach people globally
 Most people book flights and hotels
online

9. 03. CONSUMER INSIGHT &
SEGMENTATION
9

10. CONSUMER INSIGHT
•Customers have a pre-conceived notion of
audio guides as something boring that does
not connect them emotionally
1003. CONSUMER INSIGHT & SEGMENTATION

11. SEGMENTATION
1103. CONSUMER INSIGHT & SEGMENTATION

12. AGE SEGMENTATION
1203. CONSUMER INSIGHT & SEGMENTATION

13. TYPES OF TRAVELERS
1303. CONSUMER INSIGHT & SEGMENTATION
•Family Vacation
•Adventure Travel
•Budget Travel
•Leisure Travel
•Road Trip
•Spring Break
•Weekend Getaway
•Historical & Cultural Trips
•Romantic Travel
•Senior Travel
•Honeymoon
•Business Travel

14. GEOGRAPHIC SEGMENTATION
14
U.S. And Canada + Europe
03. CONSUMER INSIGHT & SEGMENTATION

15. DEMOGRAPHIC
SEGMENTATION
1503. CONSUMER INSIGHT & SEGMENTATION

16. 16
TARGET
CONSUMER

17. CONSUMER TARGET MARKET
•Demographics
–Those traveling to the destinations
–Language: speak English, Spanish, French,
German or Italian
–Age: between 27 and 44 years old
–Social Status: upper-medium class
–Education: completed college
1703. CONSUMER INSIGHT & SEGMENTATION

18. CONSUMER TARGET MARKET
•
Behavior
–Traveling alone, in couple, or small groups
–Type of Travelers
•Weekend travelers (2-3 days)
•Short Vacation
•Leisure Travelers
•Cultural Trips
–Book flights and hotels online
–Participate in at least one online social network
–Own iPod
1803. CONSUMER INSIGHT & SEGMENTATION

19. CONSUMER TARGET MARKET
•Psychographics
–Lifestyle: heavy Internet users, love to travel, live
an active life, technology-savvy, love to
experience new things
–Personality: intellectually curious, appreciative
of art and culture, sensitive to beauty, creative,
modern, sophisticated
1903. CONSUMER INSIGHT & SEGMENTATION

20. 04. BRAND CONCEPT
20

21. BRAND CONCEPT
2104. BRAND CONCEPT

22. BRAND CONCEPT
•“The Soul of the City”
–Every city has a personality, an essence, a soul.
Through the audio guides people can truly get
to (vivir) experience the city. These guides will
bring the city to life right in front of your eyes.
It’ s the only way of connecting with the city. It’ s
like the city speaking to you.
2204. BRAND CONCEPT

23. 2304. BRAND CONCEPT

24. 05. BRAND IDENTITY
2405. BRAND IDENTITY

25. VISION & MISSION
•Vision:
–To be the best provider of quality travel content
and a worldwide recognized brand
•Mission:
–To provide our customers with an unique, fun
and entertaining travel experience by continually
connecting them emotionally to the city and its
soul.
2505. BRAND IDENTITY

26. BRAND STRATEGY
DEVELOPMENT
26
INTERNAL EXTERNAL
FIXED
VARIABLE
BRAND VISION
To be the best provider of
quality travel content and a
worldwide recognized
brand.
BRAND PROMISE
We connect travelers to the
city in an emotional way by
providing unique
experiences.
BRAND DELIVERY
To provide unique, fun and
entertaining audio and travel
content.
BRAND POSITIONING
For modern travelers, we
are a travel guide which
provides emotional audio
content that connects
travelers to the city.
05. BRAND IDENTITY

27. POSITIONING
2705. BRAND IDENTITY

28. BRAND STRATEGY
2805. BRAND IDENTITY

29. BRAND IDENTITY
2905. BRAND IDENTITY

30. 30

31. 31

32. 32

33. 33

34. BRAND IDENTITY
•Colors:
–Color Palette
–CMYK, RGB
–Meaning:
•“Orange combines the energy of red and the
happiness of yellow. It is associated with joy,
sunshine, and the tropics. Orange represents
enthusiasm, fascination, happiness, creativity,
determination, attraction, success, encouragement,
and stimulation.”
3405. BRAND IDENTITY

35. BRAND IDENTITY
•Brand Architecture
3505. BRAND IDENTITY

36. 06. IMC
3606. IMC

37. CUSTOMER READINESS
3706. IMC

38. MARKETING STRATEGY
38

39. MARKETING MIX
3906. IMC

40. PRODUCT
• :
DigitalCityPack
–Primary Target
–Mp3 Files + Pdf Map
• :
CityPack
–
SecondaryTarget
–Mp3 Player + Audio Files + Print Map/Handout
4006. IMC

41. MARKETING MIX
4106. IMC

42. PRICE
• :
DigitalCityPack
€ 4.99
–Mp3 Files + Pdf Map
• :
CityPack
€ 14.99
–Mp3 Player + Audio Files + Print Map
4206. IMC

43. MARKETING MIX
4306. IMC

44. PLACE
• Digital City Packet
–iTunes
–Partnership with online booking companies
•i.e. Vueling, eDreams, Expedia, Click Air, etc
–Amazon.com and other online stores
–Own website (download)
•www.VivaCity.me
4406. IMC

45. PLACE
•Partnership with Airlines
–i.e. Vueling, eDreams, Expedia, Click Air, etc
4506. IMC

46. PLACE
•Amazon.com and other online stores
4606. IMC

47. PLACE
•Own website (download)
4706. IMC

48. PLACE
•Airport
–Duty free
–Kiosk in strategic
location in main
airports
4806. IMC

49. PLACE
•Hotels in 5 cities
–Modern
–High-end
–Service and
customer-oriented
4906. IMC

50. PLACE
•On-Site Stands
–In touristic areas
–2-3 in each city
–Eye catchy, way to
advertise
–Portable and easy
to set up
–Offers free
information
5006. IMC

51. MARKETING MIX
5106. IMC

52. PROMOTION - ONLINE
•Website (Vivacity.com)
–Offering free travel content
•Things to do, insider tips, restaurants, pictures,
useful links, online postcards to send to friends
–Travel Blog & Podcast
–Free audio sample
5206. IMC

53. 53

54. PROMOTION - ONLINE
•Search Engine Optimization
5406. IMC
Search Engine Relationship Chart

55. PROMOTION - ONLINE
•SEO & Google Adwords
–Pay-per-click
–Google Adwords + Analytics
5506. IMC

56. 56

57. PROMOTION - ONLINE
•Analytics & Metrics
5706. IMC

58. 58

59. PROMOTION - ONLINE
•Podcast
–Travel Podcast
–Free audio content
•Things to do, nightlife, culture and useful information
5906. IMC

60. 60

61. PROMOTION - ONLINE
•YouTube Channel + Viral Video
–Develop a viral video for YouTube to get people
talking about
–Drive traffic to website
6106. IMC

62. PROMOTION - ONLINE
•Photo, Video, PowerPoint, SlideShow
6206. IMC

63. PROMOTION - ONLINE
•Social Networks
–Facebook fan page
–Myspace page
–Twitter profile
–A Small World profile & forum
6306. IMC

64. PROMOTION - ONLINE
•Social Networks
6406. IMC

65. PROMOTION - ONLINE
•Microblogging
6506. IMC

66. PROMOTION - ONLINE
•Blogging
6606. IMC

67. PROMOTION - ONLINE
•Email Marketing & Trigger Marketing
6706. IMC

68. PROMOTION - ONLINE
•Trust Marketing
6806. IMC

69. PROMOTION - ONLINE
•Group & Discussions
6906. IMC

70. PROMOTION - ONLINE
•Content Marketing & Link Baiting
7006. IMC

71. PROMOTION - ONLINE
•Mobile
7106. IMC

72. PROMOTION - ONLINE
•Wiki
7206. IMC

73. PROMOTION - ONLINE
•Tagging, Sharing and Bookmarking
7306. IMC

74. PROMOTION - ONLINE
•Directory Listing
7406. IMC
The WWW Virtual Library

75. PROMOTION - ONLINE
•Mapplets, Geotagging, Mashups
7506. IMC

76. PROMOTION - ONLINE
•Word-of-Mouth (online PR)
7606. IMC

77. PROMOTION - ONLINE
•Search Marketing, Web Advertising
7706. IMC
Christian Advertising Network

78. PROMOTION - ONLINE
•Internet Radio Advertising
7806. IMC

79. PROMOTION - ONLINE
•Internet Radio Advertising
7906. IMC

80. PROMOTION - ONLINE
•Online Banner advertising
–Online booking companies
•Vueling, ClickAir, EasyJet, …
•Expedia, Skyscanner, …
•Hotels.com, Bookings.com, …
8006. IMC

81. PROMOTION – TRADITIONAL
•Guerrilla Marketing
8106. IMC

82. PROMOTION – TRADITIONAL
•Posters in airports
•Point-of-Sales Display
8206. IMC

83. PROMOTION – PR
•Press Releases
–Local newspapers & Online PR
8306. IMC

84. PROMOTION – PR
•Electronic Press Kit, Online Newsroom
8406. IMC

85. 07. RECOMMENDATIONS
8507. RECOMMENDATIONS

86. RECOMMENDATIONS
•Audio Content:
–Emotional content
•Tone of voice; Enthusiastic
–Lively Experiences
•Street sounds, people talking, music, etc
8607. RECOMMENDATIONS

87. RECOMMENDATIONS
87
•Key Factor for Success
–Developing communication that is:
•Relevant, Engaging and Valuable to consumers
–Be part of every conversation, create Buzz
•Risks:
–Breaking the Brand Promise
07. RECOMMENDATIONS

88. RECOMMENDATIONS
88
•Customer Relationship Management
07. RECOMMENDATIONS

89. THANK YOU
89