Casio (Brand Strategy, NYU Stern - Gromley)
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The document discusses revitalizing the CASIO brand by leveraging the successful G-Shock sub-brand. It proposes infusing CASIO's corporate brand with G-Shock's exciting, colorful image to make CASIO seem more dynamic and stylish. Key elements of the rebranding plan include launching concept stores globally, sponsoring pop-up stores at events, and using taglines that encourage consumers to capture, color and create their lives with CASIO products. The goal is to reposition CASIO as a provider of innovative, rugged electronics that enable active lifestyles.
Casio (Brand Strategy, NYU Stern - Gromley)
- 1. Presented by: Esha Shah Jason Rawlins Jennifer (Seok Hwa) Hong Susan Stawicki
- 2. 7/17/2013 2 Agenda CASIO: A Brand In Fatigue The Branding Objective Brand Revitalization
- 3. 7/17/2013 3 CASIO’s current brand portfolio includes a wide assortment of products from Calculators to Watches, Cameras to Synthesizers Consumer Products: Watches Digital cameras Digital keyboards & pianos Synthesizers Calculators Electronic dictionaries Cell phones Business-to-Business Products: Label printers Portable projectors Mobile scanners Cash registers
- 4. 7/17/2013 4 Some CASIO products are marketed under the parent brand, while others have coined and descriptive brand names targeting specific segments Consumer Products Watch Men Women CASIO Sport Musical Instrumen t Camera Mobile Devices Digital Dictionaries Calculator B2B Label Printers Projectors Cash Registers Handheld Terminals
- 5. 7/17/2013 5 Communications to consumers are product-focused; there is no unified brand message Promotional approaches greatly vary by product and customer segment CASIO caters to specific needs of various local markets
- 6. 7/17/2013 6 CASIO is not on the leading edge of the markets it serves; trends of increasing convergence/specialization in consumer electronics products further stymie brand performance • With the increasing sophistication of mobile technologies, the demand for calculators, single function compact digital cameras and time pieces will continue to decrease • At the same time, consumers are becoming more savvy about product offerings and increasingly demand more specialized products (DSLRs and micro four thirds)
- 7. 7/17/2013 7 CASIO is an undifferentiated, fatigued brand that is rapidly deteriorating
- 8. 7/17/2013 8 Most of CASIO’s current visual world does not connect with consumers on an emotional level and lacks energy mass market | staid | unfocused | ubiquitous
- 9. 7/17/2013 9 Our objectives are to create a branding concept that will: - Elevate, differentiate and create excitement about the CASIO brand - Leverage CASIO’s more innovative products and premium sub-brands - Create an ideal brand architecture for CASIO and its premium sub-brands
- 10. 7/17/2013 10 Concept store in London is a step in the right direction Goal of concept store is to reset the retail experience and tone for CASIO's premium sub-brands
- 11. 7/17/2013 11 We plan to revitalize the CASIO corporate brand by infusing it with the current G-Shock brand image
- 12. 7/17/2013 12
- 13. 7/17/2013 13 Revitalize CASIO’s previous brand image by adding color, energy, and style to capture brand’s new vision and personality, yet keeping it recognizable by maintaining its signature font
- 14. G-Shock’s existing exciting, colorful brand image is a strong foundation for CASIO’s repositioning adventurous | rhythmic | dynamic | irreverent 7/17/2013 14
- 15. 7/17/2013 15 Brand Vision In the next five years to evolve from a mass-market consumer electronics manufacturer to a global provider of dynamic, stylish and rugged products that enable active consumers to live the life they want to the fullest.
- 16. 7/17/2013 16 Brand Positioning To the consumer who desires innovative electronic products with style and functionality, CASIO offers trendsetting and durable electronic solutions that allow you to capture, create, and color your life.
- 17. 7/17/2013 17 Concept Store 2.0: G-Shock, Cameras, Musical Instruments, and Cell Phones
- 18. 7/17/2013 18 Expand concept store idea into formats appropriate for various markets globally Launch concept stores in other major cities Incorporate concept kiosks into retail outlets in smaller cities Sponsor “pop-up” concept kiosks at key sporting, music, and other entertainment events
- 19. 7/17/2013 19 360 CASIO Experience G-Shock GzOne Handheld Terminals Point of Sale Baby-G Privia Slim Series EXLIM
- 20. 7/17/2013 20 Taglines for the New CASIO
- 21. 7/17/2013 21 COLOR YOUR LIFE
- 22. 7/17/2013 22 CAPTURE YOUR LIFE
- 23. 7/17/2013 23 CREATE YOUR LIFE