2. Americana de Colchones (AC) is a family
company which works in the bedding
market in Colombia (selling mainly
mattress). It has a well-known history and
it ranks number 3 in Top of Mind.
AC’s vision is “To provide quality and
innovation in the Colombian bedding
market”.
From its beginning, the company has a
big focus on clients, always working to
provide the best solutions to people’s
needs of rest.
ABOUT THE BRAND
“We want to be the first and best
choice, related to the well rest!”
3. FutureBrand ®
DIAGNOSIS RECAP
TODAY, THE LINK BETWEEN BEDDING CATEGORY AND COLOMBIANS IS SET IN A RATIONAL
LEVEL, SINCE BRANDS HAVE BEEN COMMUNICATING ONLY FUNCTIONAL BENEFITS
4. FUNCTIONAL BENEFIT
What do you get?
How does it make you feel?
RTB PRODUCT
ATTRIBUTES
Why?
Basic Purpose:
To Rest
Basic Attibute
Comfort
warranty
variety
materials
innovations
price
=
Basic Expectation
Duration
Quality
GIVEN
Formality
CATEGORY
BASICS
MATTRESS
Source: FutureBrand analysis on the basis of: : Connecta. “Conocimiento y Profundización de la Categoría de colchones. Segmento Hogar”.
Bogotá, junio 2012.
x DIAGNOSIS RECAP
IN COLOMBIA, PEOPLE ASSOCIATE EMOTIONAL BENEFITS WITH THE BED AND THE
BEDROOM, BUT NOT WITH THE MATTRESS ITSELF
5. MAIN
SIDE
PRICE
(value for money)
KEY
DRIVERS
Transaction
Hardness of the
mattress
Orthopedic
Features
CONFORT AND PRICE, TWO BASIC BENEFITS, ARE THE CATEGORY’S KEY DRIVERS
Recommendation
Quality= Durability
COMFORT
Height of the mattress
anatomical
qualities
Tradition
Brand Presence
Practical/ ”Combo”
(department stores)
Brand
Fabric
Warranty
Smoothness
DIAGNOSIS RECAP
Source: FutureBrand analysis on the basis of: : Connecta. “Conocimiento y Profundización de la
Categoría de colchones. Segmento Hogar”. Bogotá, junio 2012.
6. DESPITE BEING AN IMPORTANT DAILY ITEM, THE MATTRESS IS UNNOTICED AND
COLOMBIANS ONLY REALIZED ABOUT IT THROUGH A LACK...
Colombians only think about changing
their mattress when:
•It is damaged
•Damages health
•They change their bed (because of a
change in their life cycle)
Razones de cambio
Deterioro 110%
El anterior ya estaba muy viejo 55%
El anterior ya estaba dañado 36%
El anterior ya tenía el tiempo recomendado para
cambiar de colchón.
17%
Cambio de Estilo de Vida 5%
Me casé y compré la cama. 2%
Cambie de cama a un tamaño diferente 2%
Me independicé, me fui a vivir solo y compre todos mis
muebles incluyendo colchón
1%
Por causar problemas de salud / mal dormir 2%
El anterior me estaba molestando, me dolía la
espalda/ dolores musculares
1%
No estaba durmiendo bien 1%
No recuerda 2%
BASE: 783
Resp. X Pers. 1.2
DIAGNOSIS RECAP
AND NOT FROM A DESIRE
7. THEREFORE, THE MATTRESS SEEMS TO BE A WASTE OF MONEY, AND IT’S NOT
SEEN AS AN INVERSION IN HEALTH AND WELLBEING
WHIM (GUSTO)
WASTE (GASTO)
=
Removement/ hurt
TO THINK
(rational link: a need)
LACK / INERTIA / INDIFFERENCE
TRANSACTION
provides
TO WISH
(emotional link: whim)
CRAVING/ CHOICE
BONDING
DIAGNOSIS RECAP
• DURATION
• HIGH COST/INVESTMENT
• DURATION
• HIGH COST/INVESTMENT
8. OBJETIVE
THE LESS EXPENDITURE, THE LESS TIMES
THE REAL OBSTACLE IS
HOW PEOPLE PERCEIVE
THE CATEGORY
How much is the most that I can
or I'm willing to pay for a mattress
that is durable item?
DIAGNOSIS RECAP
9. IN ADDITION, IT IS A CATEGORY THAT DOESN'T COMMUNICATE VERY OFTEN AND WHEN IT
DOES, IT DOESN'T ANSWER TO CONSUMER'S DEEP MOTIVATIONS. THAT'S WHY, IT IS
PERCEIVED AS DISTANT, AND THUS OF IT HAS LITTLE VALUE AND RELEVANCE
DIAGNOSIS RECAP
10. AMERICANA DE COLCHONES HAS A BIG CHALLENGE:
GENERATE A LINK WITH PEOPLE BY BECOMING
CLOSER AND DIFFERENCIATING ITSELF FROM ITS
COMPETITORS.
IN THIS WAY, IT WOULD ALSO ADD VALUE TO THE
WHOLE BEDDING CATEGORY
11. BUT FORTUNATELY, THERE ARE MANY OPPORTUNITIES
PRODUCT’S QUALITY
AC’s products are as good as others in the
market, and even better
MUTE CATEGORY
The first to talk,
Will do it louder
UNPOSITIONED BRANDS
We can make the
difference!
DISTANT CATEGORY
We can resignify the category… by
changing its game rules!
12. FROM: a rational offer
that generates a low
added value
TO: an emotional offer that
creates a new competitive
adventage that generates
differentiation and makes
people act
AMERICANA DE
COLCHONES
TOMORROW
THE INDUSTRY
TODAY
STRATEGY APPROACH
GIVE AMERICANA DE COLCHONES A BOOST TO EMOTION
13. WAY-IN
WORKING ON AN EMOTIONAL BENEFIT THAT IS VALUED BY THE AUDIENCE
AND NOT USED BY OTHER BRAND
SOME
TERRITORIES
TO EXPLORE
WELLBEING
Health
Relief
Recover
Life Quality
WELLBEING
Health
Relief
Recover
Life Quality
SHELTER
Protection
SHELTER
Protection
OASIS
Happiness
Joy
Enjoyment
OASIS
Happiness
Joy
Enjoyment
FREEDOM
Relief
Liberation
FREEDOM
Relief
Liberation
Source: FutureBrand analysis on the basis of: : Connecta.
“Conocimiento y Profundización de la Categoría de colchones.
Segmento Hogar”. Bogotá, junio 2012.
14. PROPOSAL:
BASING ON “COMFORT” AS FUNCTIONAL BENEFIT,
WE DEVELOPED TWO CONCEPTUAL ALTERNATIVES FOR THE NEW POSITIONING
Emotional
Concept
Rational
Benefit CONFORT
Cheerful relax
Enjoyment
Mattress as a Oasis
Life Moments
Sharing
Mattress as a Shelter
AUTHENTIC RESTAFFECTION
16. The brand with which you write
your life story
Americana
de Colchones
Your moments
Your story
Your life
Alternative 1. Affection
17. FutureBrand ®
Fuente: Análisis FutureBrand
AFFECTION/WARMED
(CALIDEZ)
1. Heat.
2. Affection, love, warmth.
3. Characteristic of the colors in which
predominantly red or golden tones.
Source: Dictionary of the Real Academia Española
19. FutureBrand ®
Fuente: Análisis FutureBrand
TRUSTYou know us. We have always been striving to give you the best comfort.
We achieve our success with effort, ethical action and consistence over the years.
We say what we do and we do what we say: you can trust us.
20. FELLOWSHIPWe have always been close to you, accompanying you, being part of your life.
We know you and offer you innovative products that suit your tastes and needs.
We build a relationship with you, in which you feel comfortable.
21. FutureBrand ®
Fuente: Análisis FutureBrand
GENUINE LOVEOur passion is your rest; our goal your welfare and comfort.
We put all our dedication to improve your life quality, going always at the forefront.
At AC we love our customers and adore being part of this great family
22. Brand Essence The brand with which you write your life story.
Conceptual target Those who value long term relationships, linkages and trust over time.
Brand Promise Americana de Colchones is the warm and companion brand that is at your side at every moment of your
life, giving you products that have been created to improve your rest but also to enhance your tastes,
your interests, your needs, your life.
Brand Pillards Personality traits Proof Points
TRUST
Close
Affectionate
Honest
Transparent
Because you know it, it has been around for years, always striving to deliver the best products for
your rest and comfort.
Because you know where it comes from and what you can expect from it, and that it says what it
does and does what it says, and in that way, it has achieved its success with effort and ethical
action.
Because it is a brand whose work has been consistent over the years, drawing its own way, imbued
with values.
FELLOWSHIP
Loyal
Comprehensive
Friendly
Flexible
Because AC has always been close to you, accompanying you and your family.
Because it knows you and understands you, by innovating to suit your tastes, needs and style.
Because with AC you can share your emotions, your time and your life, and feel comfortable.
GENUINE LOVE
Passionate
Committed
Affectionate
Attentive
Because AC's passion is your wellbeing and comfort.
Because it doesn't pretend to be the biggest bedding company, but it aims to be the best for you and
yours.
Because all its dedication and commitment is focus on improving people’s life quality, going always
at the forefront of the industry, and always looking for opportunities to excel.
Because the AC's family loves its customers, and each of its members love being part of that family,
founded on a strong value system.
25. FutureBrand ®
Fuente: Análisis FutureBrand
REST(of resting)
1.Pause at work to repair forces.
2.To rest, to sleep.
3.Have some relief from the concerns.
4.Be seated or resting on a thing.
Source: Diccionario de la Real Academia Española
27. FutureBrand ®
Fuente: Análisis FutureBrand
CELEBRATIONWe work with passion to make you experience a pleasant and refreshing rest.
We love the charming signs of good sleep
We celebrate the lovely "walrus" in you!
28. EMPATHY
We know how a real and authentic rest, feels like... and we love it!
We are your accomplices in the good resting
29. AUTHENTIC REST
We encourage the real and genuine rest
Yes, good sleepers inspire us!
And we develop products that promote better comfort
30. Brand Essence The movement to the authentic rest
Conceptual Target The "beautiful" sleepers, the stubborn "walruses", those who really love
resting well ... very, very well.
Brand Promise Americana de Colchones is the mattress and bedding brand thatdefends,
encourages and celebrates authentic rest proudly!
Brand Pillards Personality
traits
Proof Points
CELEBRATION
Enthusiastic
Vibrant
Close
Because at AC we work with dedication and passion to make your rest a pleasant and
refreshing experience.
Because our main objective is to offer the best rest. Therfore, we welcome the lovely
tracks that a deep sleep leaves in your body, because they are signs that we have
done a good job.
Because we invite you to celebrate the adorable "walrus" in you, by giving you the
best quality products for your full comfort and pleasure.
EMPATHY
Accomplice
Friendly
Sympathetic
Because we know how delicious a good rest feels like.
Because we will be always your accomplices in the good sleep.
Because AC gives you the best comfort, so don't be shy and let flourish the sleeping
beauty in you
AUTHENTIC REST
Unprejudiced
Simple
Genuine
Because at AC we formed a movement to defend and encourage the authentic rest.
Because we offer you great products so you can experience resting in an enjoyable
and full way.
