Date post: | 13-Apr-2017 |
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Strategic Brand Development, Positioning and
Key Messaging Recommendations
Presented to
Presented by
Six benefits of a strong brand
A a d ide tifies you goods o se i es as distinct from others
The benefits of a strong brand include:
1. Premium brand image commands a premium
price
2. A premium price creates a perception of quality
3. Perceived quality has been shown to positively
affect customer usage
4. Perceived quality is the single most important
o t i uto to a o pa y’s etu o i est e t
5. Perceived value can be a point of differentiation
6. When buyers need to make a wise decision, they
choose the brand name product over the no-
a e o e. You’ll e e e fi ed fo uyi g IBM.
3
Channel Vision strategic brand development based on
CV management and dealer/distributor survey
1. Primary research – CV’s ,0 distributor/dealer database
2. Secondary research – vertical and
horizontal lit review
3. Competitive review
4. CV management input
1. Brand & product awareness –
% so e hat o ot fa ilia
2. Brand imagery; lack of positioning
3. Lack of product family clarity
4. La k of e efits essagi g
1. Few negative brand associations
2. Have many offerings to meet
consumer demands: energy,
security, entertainment systems
3. Competition gets stiffer everyday
4. P i e is ot a diffe e tiato
1. Channel activities
• Direct marketing of specials
• Advertising
2. Coop sales/collateral materials
3. Website improvements
1. Focus messaging on most
important selection criteria
2. Raise brand visibility among key
decision makers
3. Promote product attributes and
e efits
1. Use tagline/phrase/descriptor
• Promotes brand essence
• Promotes product offerings
• Opportunity to cross sell
2. Leverage key market drivers
4
Summary of AUDIO/VIDEO key o petito s’ st e gths a d eak esses ased on CV management and distributor/dealer survey
Brand development is a communication function that includes analysis and planning o ho the a d is positio ed i the
a ket , hi h ta get audie es the a d is targeted at, and building a desired brand reputation
Tangible elements of the brand include products – their look, price, packaging – interaction with employees, whether the company stands behind its products and honors product performance promises
The intangible elements are brand promises and experiences consumers take away from the brand
The intangible elements are brand promises and experiences consumers take away from the brand
5
Strengths
• Complete solution with touch
screen controls
• Easy to program
• Great aesthetics
• Knowledgeable support
• Marketing programs
• Scalable solution
Weaknesses
• Customization of interface is limited
• Difficult to make changes/updates
• Low equipment margins
• Need better 2-way RS232 drivers
• Need longer tech support hours
• Not very flexible technology
• Wireless touch panels are horrible
Strengths
• Competitively priced
• Delivers on time
• Easy method to place orders
• Has 24/7 tech support
• Has high-quality A/V products
• Has rebate program
• Responds to problems quickly
Weaknesses
• Brand not well known by consumers
• Distributor support
• Getting product through distribution
• Lack of apps
Strengths
• Competitively priced
• Industry leader
• Only focus on distributed audio
solutions
• Scalable solution
Weaknesses
• Co erge e is happe i g, ut they’re still way behind
• Expensive
• Loss of their 4-room system
• No protection from unauthorized
internet sales
• Not enough variety
Strengths
• High-end solution
• Proprietary system
• Touch screen controllers
Weaknesses
• Complexity
• Difficult to program
• Expensive
• Shipping costs
• Too many resellers
31% SOM 17% SOM
9% SOM 8% SOM
SOM = Share of Mind
Summary of INTERCOM key o petito s’ st e gths a d eak esses ased o CV management and distributor/dealer survey
Brand development is a communication function that includes analysis and planning o ho the a d is positio ed i the
a ket , hi h ta get audie es the a d is targeted at, and building a desired brand reputation
Tangible elements of the brand include products – their look, price, packaging – interaction with employees, whether the company stands behind its products and honors product performance promises
The intangible elements are brand promises and experiences consumers take away from the brand
The intangible elements are brand promises and experiences consumers take away from the brand
6
Strengths
• All-in-one solutions available
• MDU, commercial, residential
offerings
• Specialize in intercoms
• Variety of product offerings
Weaknesses
• Complicated design
• Delivery
• Lack of integration
• Old technology
• Some dated models
• Support
Strengths
• Aesthetically pleasing
• Direct call features
• Music integration
• Room-to-room communications
Weaknesses
• Looks cheap
• Low amplifier power
• Not wireless
• Only one design
• Poor sound quality
• Wiring connectors are touchy
Strengths
• Both room-to-room and phone
integration options
• Compatible with popular KSU phone
system
• Multiple finishes available
Weaknesses
• Getting product from distributors
• Has radio interference issues at times
• Indoor room intercoms are ugly
• Lack of integration with other
products in the home
• Limited 3rd party integration
• Very limited price protection
Strengths
• Compatible with touch screen
(Control4 Only)
• IP camera integration with app
Weaknesses
• Ca ’t se d s apshot of ho ra g doorbell to smartphone easily
• Does ’t o e t to ell pho e
• Does ’t i tegrate to ho e pho e system
• Must use proprietary touch screens
a d do ’t ork o iPad/A droid
15% SOM 15% SOM
13% SOM 11% SOM
SOM = Share of Mind
Summary of IR REPEATER/DISTRIBUTION key o petito s’ st e gths a d weaknesses based on CV management and distributor/dealer survey
Brand development is a communication function that includes analysis and planning o ho the a d is positio ed i the
a ket , hi h ta get audie es the a d is targeted at, and building a desired brand reputation
Tangible elements of the brand include products – their look, price, packaging – interaction with employees, whether the company stands behind its products and honors product performance promises
The intangible elements are brand promises and experiences consumers take away from the brand
The intangible elements are brand promises and experiences consumers take away from the brand
7
Strengths
• Expanded assortment/wide range
of options
• IR for any application
• Operates in wide frequency range;
covers almost any product
• Reliable and dependable
• Started the IR repeating business
Weaknesses
• Control parameters within
environment
• Distribution problem
• Getting outdated
• Not reliable
• Support
• Very messy transition to Core brands
Strengths
• Aggressively priced
• All-in-one solution for any application
(plasma/LCD)
• Compact design
• Reliable solution
Weaknesses
• Distributor support
• Getting product through distributors
Strengths
• Audio/Video expert
• Co pati le ith halle gi g applications
• Expanded assortment
• Reliable
Weaknesses
• Expensive
Strengths
• Low cost solution
• Not available online = higher margins
• Purchases contribute to overall
rebate
Weaknesses
• Creeping prices up, up, up
• Lower quality
• Made in China
• Reliability
• Some product limitations
35% SOM 16% SOM
9% SOM 9% SOM
SOM = Share of Mind
Summary of REMOTE CONTROL key o petito s’ st e gths a d eak esses based on CV management and distributor/dealer survey
Brand development is a communication function that includes analysis and planning o ho the a d is positio ed i the
a ket , hi h ta get audie es the a d is targeted at, and building a desired brand reputation
Tangible elements of the brand include products – their look, price, packaging – interaction with employees, whether the company stands behind its products and honors product performance promises
The intangible elements are brand promises and experiences consumers take away from the brand
The intangible elements are brand promises and experiences consumers take away from the brand
8
Strengths
• Easy to operate
• Ergonomic back lighting
• Fast and simple programming
• Great support
• The app – it’s easy to use
• The LED screen
• Wide acceptance among mftrs.
Weaknesses
• Drivers could be improved
• Frequent set-up issues to overcome
• Limited user interface flexibility
• More remote programmable buttons
• Network reliant
• No low price entry point
• The app is ’t usto iza le
Strengths
• Good product line
Weaknesses
• N/A
Strengths
• Capability
• iPad control
• Selection
Weaknesses
• Complexity
• Price
• Programming time
• Takes way too long
Strengths
• Great customer service
• High-end for clients who like toys
• Large database of manufacturers
• Lows and works well
• Programming software
• Well-built, flexible platform
Weaknesses
• Distributor availability
• Docking stations
• Have to build a device library before
it’s easy
• Need a simple remote option
• Supply problems during transition
• Takes extra time to program
26% SOM 17% SOM
4% SOM 9% SOM
SOM = Share of Mind
Summary of STRUCTURED WIRING key o petito s’ st e gths a d weaknesses based on CV management and distributor/dealer survey
Brand development is a communication function that includes analysis and planning o ho the a d is positio ed i the
a ket , hi h ta get audie es the a d is targeted at, and building a desired brand reputation
Tangible elements of the brand include products – their look, price, packaging – interaction with employees, whether the company stands behind its products and honors product performance promises
The intangible elements are brand promises and experiences consumers take away from the brand
The intangible elements are brand promises and experiences consumers take away from the brand
9
Strengths
• 3 shipping locations – CA, TX, NC
• Direct to dealer model
• Great support
• Great website
• Price protected
• Rebate program
• Variety of product combo packages
Weaknesses
• Bland
• Can be a little flaky
• Distribution center products look
cheap and unprofessional
• Quality
• Shipping cost
• They’ll let al ost a yo e e a dealer
Strengths
• Broad range of products
• Good marketing
• Good penetration in building market
• Outside sales force
• Rebate program for builders and
distributors
• Visible presence in distribution
Weaknesses
• Can be very sensitive
• Lack of supply by distributors
• Way too expensive
• Weird SKUs
Strengths
• Availability
• Comparable price/quality to CV
• Is widely available -- including retail
and electrical outlets (Home Depot)
• Recently acquired home
automation line with security
• Wide variety of products
Weaknesses
• Expensive
Strengths
• 20-year warranty option
• Designed to mount in other
a ufa turers’ e losures
• One of the largest enclosures in the
i dustry 50
• Wide variety of products
Weaknesses
• Brand less known by consumers
• Limited range
• Not much demand for this
• The powered coax distribution blocks
have too narrow of bandwidth
23% SOM 16% SOM
15% SOM 14% SOM
SOM = Share of Mind
Summary of SURVEILLANCE SYSTEMS key o petito s’ st e gths a d weaknesses based on CV management and distributor/dealer survey
Brand development is a communication function that includes analysis and planning o ho the a d is positio ed i the
a ket , hi h ta get audie es the a d is targeted at, and building a desired brand reputation
Tangible elements of the brand include products – their look, price, packaging – interaction with employees, whether the company stands behind its products and honors product performance promises
The intangible elements are brand promises and experiences consumers take away from the brand
The intangible elements are brand promises and experiences consumers take away from the brand
10
Strengths
• Analog and IP solutions
• Cannot be shopped online
• Certified integration with most
home automation platforms
• Excellent branding
• First with analog solutions for
Control4 integration
Weaknesses
• Could be easier to setup DVRs and IP
cams
• Lack of different form factors
• Need more camera styles
• No rewind in IP camera app
• Not many options on cameras
• The remote app
Strengths
• Certified integration with most home
automaton platforms
• Exclusive to surveillance category
Weaknesses
• Cameras and chip sets tend to be
inconsistent when it comes to color
reproduction
• Lack of attention to detail with
product support
• Literature
• Not very friendly
Strengths
• Integration with home automation
systems (IP)
• Primarily focused on the security
market
• Wide variety of products
• Widely distributed/accessibility is
good
Weaknesses
• Distributor options
• Have had some problems with bad
hard drives
• The support guys typically have no
real solid understanding of networking
• Their ra d a e, “pe o
Strengths
• 24/7 tech support
• Aggressively priced
• IP integration with home automation
platforms
Weaknesses
• Limited selection of low-profile
cameras
• Not inexpensive
21% SOM 9% SOM
9% SOM 9% SOM
SOM = Share of Mind
Discovery summary: Who is Channel Vision – distributors and
dealers say . . .
Positive – Best RF splitters
– Customer service
– Front door intercom works well
– Great modulators
– Great people and products
– Great price points
– Innovative products
– J box camera 6200 – best little front door camera on the market
– Large product selection
– Long history in the industry
– Old reliable
– Product quality
– Product reliability
– Respected brand
– RF distribution products
– Structured wiring products
– They ha e p odu t offe i gs e a ’t get f o othe s
– They have products that solve unique requirements
Negative – A little outdated
– Better distributor support
– Builder program
– Greater market penetration with installers and distribution
– Lack of brand recognition
– Lack of quality
– More up-to-date marketing
– More visible/viable consumer marketing
– Need a catalog
– Need comprehensive documentation on product interoperability
– Need more apps
– Need more information on products and pricing
– Need marketing info – why should I buy and where
– Need to market more to the industry
– Never had a rep call on me
– New logo
– Tech support needs more techs
– Weak field support
– Website navigation
– Website not easy to spec products
11
#1
#6
#8
#5
#10
#10
Discovery summary – Competitive taglines promote a
range of brand positions and category offerings
Complete Home Control
Integrated Control and Automation Systems
A/V Distribution & Control Systems
Video Security Intercoms
You turn it on. We make it work.
Changing The Way Custom Installers Do Business
The First Name in Custom Installation
It’s U de Co t ol Security & Automation
Simply Unique
Security Solutions
12
Current perceptual map of key competitors and
Channel Vision brand positioning
13
5% 10% 15% 20% 25% 30% 35% 5% 10% 15% 20% 25% 30% 35% HIGH BRAND
AWARENESS LOW BRAND
AWARENESS
EMOTIONAL
LIFESTYLE BRAND
RATIONAL
PRODUCT-CENTRIC BRAND
Future perceptual map of key competitors and
Channel Vision brand positioning
14
5% 10% 15% 20% 25% 30% 35% 5% 10% 15% 20% 25% 30% 35% HIGH BRAND
AWARENESS LOW BRAND
AWARENESS
EMOTIONAL
LIFESTYLE BRAND
RATIONAL
PRODUCT-CENTRIC BRAND
Distributor and dealer key selection criteria and perception
of Channel Vision Distributor and dealer key selection
criteria in rank order
1. Product reliability
2. Product availability
3. Products in stock
4. Knowledgeable support
5. Treats us well
6. Competitive pricing
7. Easy to place an order
8. Brand reputation
9. 1-5 year warranty
10. Intuitive website
CV’s pe fo a e y ite ia
1. Product Reliability – not asked
1a. P odu t Quality as asked
a. A/V p odu ts: % yes, they’ e high uality
b. Intercom: 33% yes
c. IR repeater/distribution: 44% yes
d. Remote control: Not asked
e. Structured wiring: 47% yes
f. Surveillance: 36% yes
2. Product Availability – Not asked
3. Products in stock – Not asked
4. Knowledgeable tech support – 22% yes
5. Treats us well – Not asked
6. Competitive pricing – 52% yes
7. Easy to place an order – 32% yes
8. Brand reputation – Not asked
9. 1-5 year warranty – Not asked
9a. Has 1-year powered product warranty – 26% yes
9b. Has 10-year passive warranty – 12% yes
10. Intuitive website – Not asked
15
X
X
X
X X
X
X
X
= Asked and Answered
X = Survey Did Not Ask Question
Channel Vision current messaging critique 1. No tagline, phrase or descriptor
2. No consistent key messaging or theme
3. No positioning
4. Product-centric messaging only – Product descriptions mostly without benefits
– Messages not consistent with top selection criteria
5. Press releases include: – Cele ati g 0 yea s as a leadi g a ufa tu e
of innovative technology products for the Well-Co e ted Ho e™
– Well-Co e ted Ho e™ is a t ade a k of Simpson Strong-Tie Company
16
Grouping products into relevant families will clarify CV
brand essence – the three major market drivers are . . .
Benefits – Control appliances, HVAC
– Convenience
– Cost savings
– Enhanced comfort
– Track and reduce consumption
Relevant CV Products – Distribution modules
– IR repeaters
– Mobile apps
– iPad wall docks
– Structured wiring
Benefits – Deter crime
– Faster emergency assistance
– Life safety
– Peace of mind
Relevant CV Products – Home intercom systems
– IR repeater systems
– Mobile apps
– Structured wiring
– Surveillance systems
– Wall plates, connectors, tools
17
Benefits Enhanced family gatherings
Free refreshments
In-home relaxation
Lifestyle enjoyment
No movie tix to purchase
Viewing/listening convenience
Relevant CV Products Audio Video distribution
iPad wall docks
IR repeater systems
Mobile apps
Structured wiring
Wall plates, connectors, tools
1. Energy 2. Entertainment 3. Security
Taglines and phrases tell your audience what you offer
They’ e o e of the fi st steps a d a integral part of brand building
A good tagline/phrase can be your
least expensive form of advertising
A tagline/phrase creates a first
impression
18
I t i si alues of Cha el Visio ’s a d esse e
19
Promotes brand essence through relevant
and recognized product categories
Provides clarity and
consistency of messaging
Ho e e e gy, e te tai e t, a d se u ity atego ies a e key d i e s
Promotes breadth of offerings
with opportunity to cross-sell
e Home Energy • Entertainment • Security Systems e Home Products & Solutions e Home Products & Systems i Home Energy • Entertainment • Security Systems i Home Products & Systems If it isn’t Channel Vision, it’s no damn good Intelligent Home Energy • Entertainment • Security Systems Smart Products for the Intelligent Home Intelligent Home Products & Systems i Home Energy • Entertainment • Security Systems i Home Energy • Entertainment • Security Systems
Authe ti . Refle ts CV’s historic and future offerings I tellige t Ho e . . .
Five-year messaging recommendation
P odu t elia ility is the top message to be emphasized – May be expressed through
exceptional warranties
As strategic messages are added to the mix, the weight shifts
The goal is to ensure CV brand awareness improves on top 5 selection criteria
CV brand should be synonymous with reliability, availability and distributor/ dealer support
0%
10%
20%
30%
40%
50%
60%
2014 2015 2016 2017 2018
Product reliability/
warranty claims
Product availability/
in-stock guarantees
Knowledgeable tech
support
Treats us well --
Dist./dealer progams
Ease of placing orders
20
Me
ssa
gin
g W
eig
ht
Channel Vision brand identity and positioning
To consistently provide innovative,
high-quality, reliable iHome
products to customers quickly,
profitably and without fail
BRAND ESSENCE
Innovative, high-quality iHome products
BRAND IDENTITY
PROGRAM TACTICS
Brand/Image
Marketing & Advertising
Product/Service
Marketing & Advertising
PR & Media
Relations
BRAND POSITIONING
iHome Energy, Entertainment & Security Systems
21
VISION
To be recognized as a leading
manufacturer of innovative, high-
quality, reliable products for iHome
energy, entertainment & security
systems
MISSION VALUES
A commitment to excellence and
the highest levels of mutual
respect for customers, employees
and vendors alike
Home Energy • Entertainment • Security Systems i
Recommended Channel Vision new messaging
Leading manufacturer of innovative,
high-quality and reliable products for
iHome energy, entertainment and
security systems
1. Descriptor clearly communicates relevant
product offerings
2. Provides consistent messaging
3. Positions the brand
22
Home Energy • Entertainment • Security Systems i
Future CV messages for consideration Focus on top 5 selection criteria and
consumer benefits
1. Product reliability
a. 1-year powered warranty
b. 10-year passive warranty
c. 20-year optional warranty
2. Product availability/in stock
3. Knowledgeable tech support (available 24/7)
4. Treats us well
a. Easy method to place orders
b. Rebate program
c. Responds quickly to problems
d. Stands behind warranty
5. Easy to place an order
6. Consumer/end-user benefits
a. Security
b. Energy savings
c. Convenience
d. Lifestyle enjoyment
7. Future press release boilerplate Cele ati g 0 yea s as a leadi g
manufacturer of innovative technology p odu ts fo iHome energy, entertainment a d se u ity syste s.
23
Home Energy • Entertainment • Security Systems i
Evolution of CV brand messaging over time
24
i Home Energy • Entertainment • Security Systems
TAGLINE/DESCRIPTOR • Clarity of offerings
• Clarity of brand messaging
• Trade & consumer relevant
2016 2017 2018 2019 2020
Smart Products for Intelligent Homes™
TAGLINE • Maintains i Home focus
• Leverages brand equity
• Trade & consumer relevant
Short-term Long-term
Summary Dealer targets
1. Owner/partner – key decision maker (66%)
2. System designer – next important (11%)
Information sources
1. CE Pro is top information source (69%)
2. Residential Systems is next (43%)
3. Sound & Video Contractor (33%)
Objective
Tell the right stories to right audiences
frequently, consistently and across all mediums
25
Brand awareness is low
Brand imagery is dated
Few negative associations exist
Positioning and key messaging need
attention
– Consider leveraging top market drivers –
energy, entertainment, security
– Focus on top five selection criteria
– Promote product attributes and benefits
– Price is not a meaningful differentiator
Opportunity for messaging and
positioning clarity
26
NEXT STEPS
Messaging development • How many ways can CV demonstrate/articulate the top five criteria
• Testimonials
• Pseudomonials (testimonials told in 3rd person)
Develop marketing communication plan • Direct marketing
• Advertising – vertical markets
• Media investment
• Sales presentations
• Website
• Collateral materials
• Budget
Develop creative • Execute, measure, refine