An aggressive proposal to revive a struggling, previously top-of-mind, brand.

1. A New Age is dawning…
… let’s Start on a New Page!
a
production
?

2. Key Strategic Indicators
• Brand Awareness
– Gestetner has lost considerable share of mind, when considering the
competitors and options in the marketplace
– The brand identity itself is becoming dated
– Limited target customer spectrum
• Product Perception
– Vague
– Audiences are not totally aware of what „Gestetner‟ stands for, and what they
provide
– Dipstick research shows that most respondents‟ top of mind awareness
regarding the product range, varies from “I‟m not sure” to “…those really
expensive printers”
– Bearing in mind this this is a perception – and perceptions can be changed
• Key Strategic Alignment
– Imperative to align your brand with strategic alliances which wider audience can
identify with and relate to
– Currently niche target audience
– Perceived as aloof
?

3. Brand Awareness
• Requirements
– It is an imperative that Gestetner achieve a modicum of top of mind
awareness before the launch of the new gelsprinter
– The product is affordable to a wide spectrum of consumers and unless
the consumer is aware of the product proposition – you will be the last
brand they approach (especially bearing in mind the current
affordability and product range perceptions)
– The gelsprinter is a „funky‟, „techno‟ product, which would appeal to a
younger target audience (who will first be able to understand the
technology) – these will be your trendsetters
• Objectives
– Highly visible brand
– Contentious, to a certain degree (I want to be the brand, in my field,
people talk about)
– Reposition the brand to include a wider audience spectrum
– Messaging that will „speak‟ to the desired target audience, versus talk
down to them
?

4. Product Perception
• Requirements
– Change the „new‟ target audience‟s perception of the product ranges and
assortment
– Accessibility to every sector of the market (physical and psychological)
– User-friendly interfaces at every touch-point
– Reassess the tone and manner in which you communicate the product promise
– take it to a „conversational‟ level (after all, the purchaser still only wants to
know what the bottom line is… and the relationship the is created)
– There are very few customers who know the difference between competitive
technologies (and possibly who care)
• Objectives
– To ensure a Gestetner „presence‟ in every office or home
– This, in itself, will create cross and up-sell opportunities
– Create a „psychological doorway‟, through the products, for prospective
customers (this way please…)
– KISS – “Keep it simple stupid” – find out what the customer wants from the
product, and sell them only those F&B‟s
?

5. Key Strategic Alignment
• Requirements
– You lay with dogs, you wake up with fleas…
– Recent studies have shown that who you associate with, largely determines
who you are or what you stand for
– Part of this study concentrated on brands who were associated with various
social segments, i.e. Standard Bank with cricket, MTN with Soccer, Coca-Cola
with everyone, etc
– The study revealed that audiences have very distinct preconceived ideas about
the associations brands have
– One specific result was for Standard Bank and their alliance with cricket
– The result was that audiences (by and large, though inconclusive) associated
Standard Bank as being aloof, merely by the company they keep
– The best results from the studies show that „responsibility for the environment‟
has a far greater appeal than does sport
• Objectives
– Strategic alliances are
– Create associations that appeal to wider target audiences
– Create a sense of belonging through associations
– Develop associations which would create emotive trigger mechanisms, that will
allow audiences to identify and empathise with the brand
?

6. Market Strengths
• Whenever one is asked to audit a brand, you tend to focus on the negative
aspects of the its failings, rather than isolate the strengths and embellish
those
• One aspect that is so transparent (using the 3 main competitors as
comparison), is service
• Just by looking at (1) which services you offer and (2) how your services
are presented, place you so far apart from your competitors
– Spectrum
– Types of services
– Nature of the services
– One-to-one aspects
– Perceived efficiency
– Human interface
• We need to dissect each area of service and analyse where we can adapt
them slightly, to ascertain how we can embellish this offering even further,
and make this accessible to a wider customer base
• This is a segment of the business which could play a vital role in the
marketing messaging, going forward
?

7. Market Strengths
• Once we‟ve assisted in the re-launch of the Gestetner brand into the
market place, we will be able to speak from a far stronger position when
the new Gelsprinter is launched
• If we can time it correctly, Gestetner will be perceived as the gel printing
leaders in the market place
• This will have addressed four of your key objectives:
– Accessing a wider target audience
– Addressing a younger, vibrant market
– Rejuvenating and repositioning your brand
– Making leeway into installing the Gestetner brand into a large number of
household…
• … which further addresses another two key issues
– Cross-sell across your other “utility‟ products
– Up-sell to your higher-end solutions
?

8. Iconology
• Icons are graphic or visual representations of the brand
• When launched thoroughly and sustained, can become a recognisable
extension of the brand
• The ultimate result is that the icon becomes a „spokesperson‟ for the brand
• Brand have always attempted to create means in which they can simplify
the psychological barriers of entry to your brand
• Icons are easier on the eye, and in this communication saturated
environment, an element that is quickly associated with the brand is
identified with faster
• Colours play a crucial role in iconology
• If the colour within the current brand identity does not create the desired
response, it‟s advisable to create a stronger, bolder, „call-to-action‟ colour
• The objective of an icon is not to distract from the brand or diminish brand
equity, but rather to create a single point of identity that works with the
existing branding, in harmony, to compliment the brand values – as an
endorsement
• The icon will, if launched correctly, become indicative of what essence the
brand communicates and how the targeted audience responds
?

9. Gestetner & Iconology
• Due to the nature of Gestetner being an established international brand,
we cannot reinvent or rejuvenate the corporate identity…
– The current corporate identity is described as traditional, conservative (people
who‟ve been in the communication industry for many years, recall the brand
from their youth, and that it has not „evolved‟)… and for a technology brand,
evolution is crucial
• But, one can always add an icon to the brand that could be used as an
element with which to reposition the brand architecture, which in turn will
assist in:
– Appealing to a different (in this case – younger audience)
– Create new messaging subject and content
– Use it as a promotional element to add personality traits to previously „staid‟
products and services
– Facilitate huge potential for vial marketing
– Top of mind awareness
– Reposition your brand in a fast, cost-effective and efficient manner
– Lift the tone and manner of your identity, in comparison with your competitor
• What we are about to propose, will not only position you on par with your
competitors… it will elevate your brand a few steps higher…!
?

10. Gestetner… The Icon
• A short exercise to illustrate and introduce:
– What is the most illusive object in the world?
– Which subject sparks the most debate?
– What object has been idolised?
– Which object sparks passion?
– Which object induces ecstasy?
– What physical aspect has almost been mystified (dare I say
disproportionately?)
– Which element drives us to go beyond our physical boundaries?
– What object ignites dialogue?
– What object has generated intense discussion?
– What object divides us, yet brings us closer together?
– Which element does a man make it his life‟s quest yearning to find?
– What object does a woman spend her life wondering why a man can‟t
find it?
– Have you guessed…
?

11. The G Spot
Design to include new look, colouration
and brand attributes…
Over a number of pages…?
?

12. The G Spot – Application…
• This is not a campaign
• This is an icon that will illicit excitement, passion, debate, humour,
aspiration, identification, relation… the list goes on and on
• There is not a single person who will not respond to this in some way
• The application will never be treated in a overtly sexual manner
• The tone will always be tasteful and aspiration (if not inspirational)
• Words we would use to describe this icon:
– Prior to „touching‟ it
• Illusive (through its elevation)
• Mystical
• Attainable (but through tremendous merit)
• Aspirational
– But, once you have it:
• There‟s no going back
• You‟ve reached the pinnacle
• You have what everyone else wants
• You‟ve made it!
?

13. The G Spot – Application @ Ground Zero
• G Spot • G Files
– The dealer network – Software
and all outlets
• G Ntree (G„nT)
• G Suits
– Direct Mail
– Management
• G Force • G Whiz
– The Sales Team – In-house Magazine
• G Max • G Major
– Services – Client Awards
• G Wing • G Minor
– Service Centre – In-house ERM
• G String
– Product Ranges
?

14. April 07 Mar 08
Fiscal Marketing Plan
Least
Intimate
1 April 2007 – 31 March 2008
ATL
MTL Full media & channel solution:
Above the line media (least intimate)
Below the line media (most intimate)
BTL
Most
Intimate
Mid-Year

15. April 07 Mar 08
Media Segments
TV
Least
Intimate Radio
ATL Press
PR
MTL
Segmented Marketing
Database Marketing
Direct Mail
BTL The View
Most CRM
Intimate
Mid-Year

16. April 07 Mar 08
Customer Segment Objectives
TV
Least
Intimate Radio
ATL Press Brand Awareness
Acquisition
PR
MTL Acquisition
Segmented Marketing Brand Awareness
Database Marketing Product Awareness
Direct Mail Education
BTL The View Retention
Most CRM
Intimate
Mid-Year

17. April 07 Mar 08
Push-Pull Strategy
TV
Least
Intimate Radio
Awareness
ATL Press
PR
Awareness generates
MTL experience between Experience
your brand and generates
Segmented Marketing
potential customers credibility, which
Database Marketing generates
Direct Mail awareness
BTL The View
Experience
Most CRM
Intimate
Mid-Year

18. April 07 Mar 08
Customer in Media Segments
TV
Least “I don‟t know these customers at all, but I
Intimate Radio would like to expose my brand to as many of
them as is „cost-effectively‟ possible.
ATL Press
These customers are highly unprofitable to
my brand.”
PR
“I possibly know which industry segment
these customers fall into. I may know their
title, initial and surname, and I may be able to
MTL
contact them via traditional mail, e-mail or
Segmented Marketing mobile visual or text.
Database Marketing These customers may become profitable to
me, if I can generate the correct response
Direct Mail
mechanism.”
“I know these customers. They have purchased
from me and I would like to maintain their loyalty.
BTL The View These customers are highly profitable to me, and I
Most CRM would retain them at any cost.”
Intimate
Mid-Year

19. April 07 Mar 08
Desired Segment Migration
TV
Least
Intimate Radio
ATL Press
PR
MTL “I want my brand to
Segmented Marketing speak for itself!”
Database Marketing
Direct Mail
BTL The View
Most CRM
Intimate
Mid-Year

20. April 07 Mar 08
Phase 1 - Anticipation
Least Teaser
Intimate
Campaign Introduction of “The G Spot”,
ATL
un-revealed!
MTL
BTL
Most
Intimate
Mid-Year

21. April 07 Mar 08
Phase 2 - Introduction
Least Teaser
Intimate
Explained Introduction of “The G Spot”,
ATL
revealed!
MTL
BTL
Most
Intimate
Mid-Year

22. April 07 Mar 08
Phase 3 - Position
Least Teaser
Intimate
Concluded “The G Spot”,
ATL
owned
MTL
Gestetner is the G Spot
BTL in office & total document
Most solutions!
Intimate
Mid-Year

23. April 07 Mar 08
Phase 4 - Promotion
Least
Intimate Promotion
ATL
Begins
“The G Spot”, used
across all products &
promotions
MTL
Gestetner introduces
the new Gelsprinter,
BTL the G Spot in home
Most printing!
Intimate
Mid-Year

24. April 07 Mar 08
G Spot Drives Communication
Least Branding Promotion PR Eventing Sales
Intimate
ATL
MTL
BTL
Most
Intimate
Mid-Year

25. G Spot – Application Across the Board
April 07 Mar 08
Least
G Spot is
Intimate not just a It‟s a driver!
ATL campaign…
MTL Media Strategy
It‟s an
It‟s a instant
BTL
lifestyle! USP!
Most
Intimate
Mid-Year

26. April 07 Mar 08
Product/Media Segment Marketing
1 April 07 30 April 07
Least
Intimate
Brand
Public Relations are to play a
Teaser major role in creating and
ATL Mediums: sustaining the momentum of
Public the teaser campaign, by
• Major Dailies Relations „planting‟ newsy articles in the
• TV Top & Tail most influential channels, i.e.
call-in radio, web bloggs,
Objectives: marketing websites.
• Create mass controversy and awareness (in the shortest possible time)
• Create intrigue
Target Customer:
MTL • A – B+ Income
• Male & Female
• Business (large solutions – existing products)
• Home (small solutions – preparation for gelsprinter, this broadens the target audience extensively)
Do not „talk‟ to new database customers until you have something tangible to say or sell!
(Especially during the launch of a new identity… you don‟t know how it‟ll be received)
During any process of the entire year‟s strategy or
Use CRM communication plan, please ensure that you keep Continually
BTL
to inform &
your existing customers informed (included) at all „talk‟ to these
times. If you do not, it‟s a bit like “a stranger
Most excite! getting to touch your wife‟s G Spot, but you didn‟t customers
Intimate even get a shot at it”.
Mid-Year

27. April 07 Mar 08
Product/Media Segment Marketing
1 May 07 31 May 07
Least
Intimate
Teaser
Explained Public Relation, once again, to maintain and
ATL sustain the momentum that the teaser
Mediums: Public campaign should have initiated. This can be
attained via announcements to all press,
• Major Dailies Relations utilising various „angles‟, based on mediums,
• TV Top & Tail customers, lifestyles and industry. This is a
PR dream project.
Objectives:
• Position Gestetner as the ultimate “pleasure centre” in its class and industry
• Take ownership of the G Spot
Target Customer:
MTL
• Mirror teaser market
Do not „talk‟ to new database customers until you have something
tangible to say or sell! (Especially during the launch of a new
identity… you don‟t know how it‟ll be received)
Once again, announce the G Spot to
your existing customer base before Continually
Use CRM you announce it to the rest of the
BTL
to inform & country in open market media. They „talk‟ to these
Most excite!
are the ones who should be the first to customers
touch the G Spot!
Intimate
Mid-Year

28. April 07 Mar 08
Product/Media Segment Marketing
1 May 07 31 May 07
Objectives:
Least Public • Education is key!
Intimate
Launch
Relations gelsprinter •With the G Spot, position Gestetner as the gel printer
POC
ATL
Mediums: •Take ownership of the gel printing in South Africa
• One major ATL Medium (I Target Customer:
recommend TV purely due to the
• Mass market consumer (due to affordability)
nature of product‟s visual
stimulation) • LSM 7 – 10
Once again, if Gestetner are
first to market, PR can turn • Consumer Lifestyle Publications • A – B Income Groups
this into a media frenzy. Most
• IT and Industry-related Specialist • 50/50 Male/Female Split
people haven‟t heard of gel
Industry Publications
printing… Testimonial PR
MTL would be a great opportunity
Gelsprinter is not the ideal product to
(Celebrities, DJ‟s, industry
communicate to a segmented/direct database.
leaders, etc are given printers Direct This would be the ideal time to launch an annual
to „test‟ before launch… Use
them to garner credible Marketing calendar, broken down by industry, by decision-
maker, by location, and promote your higher-end
exposure.
solutions… STRIKE WHILE THE IRON‟S HOT!
Create a special offer for your „loyal‟
Continually Use CRM to customers, before launch to market. Allow
BTL „talk‟ to these sell… them to experience a new dimension to
Most customers „Exclusively!‟ Gestetner. They are the ones who should be
the first to experience gelsprinter first!
Intimate
NB – Please note that we are unaware
Mid-Year
of the actual launch date for gelsprinter, but this is an
indication of cross-level communication,
for launch