AMERICANA DE COLCHONES(MATTRESS BRAND IN COLOMBIA)

Branding strategy for*

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!”

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

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

DurationQuality

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

MAIN

SIDE

PRICE (value for money)

KEY DRIVERS

Transaction

Hardness of themattress

OrthopedicFeatures

CONFORT AND PRICE, TWO BASIC BENEFITS, ARE THE CATEGORY’S KEY DRIVERS

Recommendation

Quality= Durability

COMFORT

Height of the mattress

anatomicalqualities

Tradition

Brand Presence

Practical/ ”Combo”(department stores)

Brand

FabricWarranty

Smoothness

DIAGNOSIS RECAP

Source: FutureBrand analysis on the basis of: : Connecta. “Conocimiento y Profundización de la

Categoría de colchones. Segmento Hogar”. Bogotá, junio 2012.

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 mismuebles incluyendo colchón

1%

Por causar problemas de salud / mal dormir 2%

El anterior me estaba molestando, me dolía laespalda/ dolores musculares

1%

No estaba durmiendo bien 1%

No recuerda 2%

BASE: 783

Resp. X Pers. 1.2

DIAGNOSIS RECAPAND NOT FROM A DESIRE

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

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

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

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

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 thedifference!

DISTANT CATEGORY

We can resignify the category… by changing its game rules!

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

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.

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

ALTERNATIVE 1

FutureBrand ®

The brand with which you

write your life story

The brand with which you write

your life story

Americana

de ColchonesYour moments

Your story

Your life

Alternative 1. Affection

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

Guiding concept:

AFFECTION

PILLARDS

TRUST

PILLARD 1

FELLOWSHIP

PILLARD 2

GENUINE LOVE

PILLARD 3

Alternative

01. The brand with which you write your life story

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.

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.

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

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.

FutureBrand ®

The movement to the true

Rest

ALTERNATIVE 2

Authentic Rest

Americana

de Colchones Delightfully rested

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

Guiding Concept:

Rest

PILLARDS

CELEBRATION

PILLARD 1

EMPATHY

PILLARD 2

AUTHENTIC REST

PILLARD 3

02. The movement to the authentic Rest

Alternative

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!

EMPATHYWe know how a real and authentic rest, feels like... and we love it!

We are your accomplices in the good resting

AUTHENTIC RESTWe encourage the real and genuine rest

Yes, good sleepers inspire us!

And we develop products that promote better comfort

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 Personalitytraits

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.

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