Communication Brief - Arctic Communication Campaign 2007

1. PROJECT MANAGEMENT

Brand: Arctic

Project Name: Arctic Communication Campaign 2007

Project Type: Image Campaign

Start Date: March 2008

Client Team: …..

2. WHERE ARE WE NOW?

2.1. Background/Premises:

- Taking into consideration 2005 communication results, Arctic communication strategy in 2006 is focused on building and consolidating in consumers’ mind Arctic brand image.

- Due to the new Diffusion range, Arctic is in a position to compete with the big image players on the white goods market (Whirlpool, Indesit) .

- The features and design of the new range were not enough exploited in 2005 and the communication didn’t change fundamental the Arctic perception in the consumer’s mind.

- The dramatically Arctic changes communicated in the past 3 years (brand extension – 2003, TV launch – 2004, Diffusion launch – 2005) were not enough visible in the consumer’s mind.

2.2. Brand status:

Market research conducted in 2005 generated the following results:

-- Arctic overall impact on consumers - Positive image, due to:

- Good quality/trustworthy products

- Line extension confers the company dynamism, which means it keeps up with the latest technology up-grades

-- Attributes associated with Arctic:

Positive:

- Accessible prices

- Full range of white goods

- Quality service

- Durability

- Trustworthy brand

- Tradition

- Prestige

- Romanian brand

Negative:

- Old

- Technologically obsolete

-- Attributes NOT associated with Arctic:

-- a brand for people with money/high incomes

-- an innovative brand

-- a brand with international recognition

2.3. Brand personification - Based on projective technique (consumers are asked to picture the brand as a person and to describe it):

- Arctic is an aged person, classic type, wise and life experienced, well decided, always in a good mood and full of joy.

- Attributes: classic, familiar, friendly, close, natural beauty, transparent, prestige, safe, traditional, resistance, Romanian, old, obsolete, still has to learn, serious, prestige, fresh

2.4. Brand awareness – white goods:

2.5. Product description – Diffusion range

The new Arctic products come out with a modern innovative design, a better ergonomics and significantly improved technical features on all the 3 product categories: refrigerators, washing machines and gas cookers.

2.6. Market size and market shares:

Market size 2005 (units) – estimation:

Refrigerators (Ref) – 426,000

Washing machines (WM) – 330,000

Gas Cookers (GC) – 300,000

TV – 740,000

TOTAL: 1,796,000