Initiate and Carry Out Projects Module 7874B

Author: Judy Beddoni Date: 29th July 2007

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Proposal for Rebranding MYER Website

Author: Judy Beddoni Date: 29th July 2007

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Contact Details:
For all enquiries relating to this rebranding proposal please contact Project Manager: Telephone: Mobile: Email: Judy Beddoni 02 9999 9990 0400 555 550 judy.beddoni@bigpond.com

Proposed Project: MYER Rebranding

Confidentiality and Disclosure
The Company MYER must not disclose any proposed rebranding information to any third party unless the nominated contact officer “Judy Beddoni” has given prior written authorisation.

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Proposal for Rebranding Table of Contents
CONTACT DETAILS:............................................................................................................................... ........3 CONFIDENTIALITY AND DISCLOSURE......................................................................................... .........................3 1.0 INTRODUCTION............................................................................................................ .......................5 2.0 REBRANDING....................................................................................................................................... 6 2.1 REBRANDING WELL - MEANS STAYING RELEVANT. ....................................................................................... ....6 2.2 IT ALL STARTS WITH A LOOK................................................................................................................... ...6 3.0 SWOT – ANALYSIS.................................................................................................... ..........................7 1.1 1.2 1.3 1.4 STRENGTHS........................................................................................................................ .................8 WEAKNESSES.............................................................................................................................. .........8 OPPORTUNITIES.............................................................................................................. ......................8 THREATS................................................................................................................................ .............8

4.0 WHAT ARE THE BENEFITS OF REBRANDING WITH US?........................................................... .....8 5.0 COMMUNICATING WITH YOUR CUSTOMERS.......................................................................... .......10 10 5.1 PODCASTS.................................................................................................................................... .....10 5.2 VOD.................................................................................................................................. .............11 6.0 CUSTOMER SURVEY.................................................................................................................. .......12 7.0 REBRANDING EXAMPLES: NEENAH PAPER.............................................................................. ...13 7.1 INDUSTRY: PAPER MANUFACTURING SUMMARY................................................................................ .............13 7.2 NEENAH PAPER - BEFORE IMAGE AND REBRANDED IMAGES...................................................... ....................14 8.0 REBRANDING EXAMPLES: SWISS LIFE ............................................................ ............................14 8.1 INDUSTRY: FINANCIAL SERVICES/INSURANCE SUMMARY.......................................................... ........................15 15 8.2 SWISS LIFE - BEFORE IMAGE AND REBRANDED IMAGES.............................................................................. ....15 9.0 MYER WEBSITE NOW............................................................................................. ..........................17 17 10.0 REBRANDING PROPOSAL.............................................................................................................. 18 11.0 PROJECT OVERVIEW:............................................................................................................. ........18 11.1 PURPOSE AND OBJECTIVES: ..................................................................................................... ..........18 11.2 BUSINESS JUSTIFICATION:....................................................................................................... ...............18 11.3 YOUR RELATED PROJECTS: ............................................................................................. .....................18 11.4 MAJOR RISKS:................................................................................................................................... .19 11.5 SCOPE: ....................................................................................................................................... .....19 11.6 TEAM AND QUALIFICATIONS:................................................................................................. ..................19 11.7 DELIVERABLES:................................................................................................................ ...................20 12.0 VIEW OUR PROPOSAL ............................................................................................................ .......21

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INTRODUCTION

1.0Introduction
Let me introduces my self my name is Judy Beddoni and I am the project manager of “JABIT” Digital Designs & Ideas. After viewing your company website MYER on the internet I have come to the conclusion that even though you are a well known iconic brand in Australia your website is outdate and lacks that modern look that attracts customers. I have since prepared this proposal outlining my ideas on rebranding your website to add some pizzazz and colour and even some up to date technology which will increase your viewing customers and your profits. You are probably wondering what rebranding is all about, well if you have the time please read this proposal and you will discover what my company has to offer to you.

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REBRANDING
2.0Rebranding
2.1

Rebranding well - means staying relevant.

Assumptions made when the brand was established may no longer hold true. You need to analyze changes in target markets when exploring opportunities for brand expansion, repositioning and revitalization. And don’t just think the brand is only the logo, stationery or corporate colors. Brands encompass everything from customer perception and experience to quality, look and feel, customer care, retail and web environments, the tone and voice of communications, and more. With your online business, it can be a matter of updating the look of your website and adding a new logo, company colors and use interactive technology to enhance your customer’s experience. Revamping the way you look can refresh your image and attract a wider audience.

2.2

It all starts with a look

Creating a professional identity for your company shows that you care about the way people view your business. It shows your unique character. Bottom line: It sets you apart from the competition Stand out in any crowd with a logo that's smart, professional and unforgettable. That’s why we offer high-end logo design and business technology solutions at prices any company can afford. That's why we guarantee our designs will be striking, professional and unforgettable. It will get people talking about your Company.

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It will inspire trust and company loyalty. It will drive your Business to a new beginning.

SWOT ANALYSIS
3.0SWOT – Analysis

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I have prepared this analysis to show you the opportunities your company can pursue.

BENEFITS OF REBRANDING WITH US
4.0

What are the benefits of Rebranding with us?

1.1

Strengths • •

1.2

Weaknesses

• • • • • • • • • • • •

Advantages of Company history Capabilities Competitive advantages USP's (unique selling points) Resources, Assets, People Experience, knowledge, data Financial reserves, likely returns Marketing - reach, distribution, awareness Location and geographical Price, value, quality Philosophy and values Reputation, presence and reach Old Loyal customers

Gaps in capabilities Own known vulnerabilities Reputation, presence and reach No new customers Product predictability No modern products Dull graphics Bland colour scheme Old fashion look No distinctive logo No interactivity

1.3

Opportunities • • • • •

1.4

Threats

• • • •

• • •

Global influences Market developments Business and product development Technology development and innovation - interactivity Update website – modern look Add Video clips Add podcasts Industry or lifestyle trends Competitors' vulnerabilities Niche target markets Change product lines Attract diverse group of customers

New technologies, services, ideas Market demand Competitor intentions - various Seasonal, weather, fashion influences Loss of key staff and customers Boredom Boring website

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Real results... A new look and feel for your Company website Fresh new ideas with the use of modern technology We let you put your insight and expertise about your own business to work we listen. You get a great logo design Quality and convenience… Nothing is more important to us than helping you create a quality logo design and website with color-matching style and great use of modern technology. You’ll have immediate access to the logo design in a variety of formats.

Outstanding customer service… Any concerns in regards to any stage in the process; you can expect a quick and helpful response to your questions or concerns.

We guarantee our services… Our Guarantee is simple: If you don't love your rebranding, you don't pay a cent. If at any point within the first 30 days you're unsatisfied with your rebranding, we'll happily refund your money less agreed fees and the return of all design materials. We're in business to help your business look great. If your rebranding doesn't shine, neither do we. No gimmicks, no hassles, no hoops to jump through.

COMMUNICATING WITH CUSTOMERS

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5.0Communicating with your Customers
Rebranding is as much about changing corporate iconography as it is about changing the way you communicate with your customers. This is especially true today due to the media and advertising consumption changes that have occurred with the advent of the Internet and other new media technologies, like podcasts videos. These changes are impossible to ignore your customers are doing more and more with interactive technologies. Staying abreast of interactive marketing changes and competitive campaigns can be daunting for busy executive-level marketers. Being innovative does not always mean reinventing the wheel. We keep track of industry best practices so that even your most innovative campaigns can take advantage of tactics that are known to improve success rates

5.1

Podcasts

Podcasts can present marketers with a novel way to build relationships with their customers. For example, your company could provide weekly podcasts of interviews with celebrities and beauty tips from noted cosmetologists or when the latest fashion shows are held. A financial management firm could provide its customers with comments on the market’s most recent week and what to expect in the upcoming week. When done well, podcasts provide an amazing opportunity that gets customers to opt-in to receiving relevant information that keeps them engaged with the Company.

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5.2

VOD

Video-On-Demand (VOD) is a term used to describe video that users can view at their leisure or – on demand. Of the new media technologies that are typically referenced, VOD is unique in that it can be applied to any channel with a screen. In other words, VOD is applicable to the television, the personal computer and mobile devices. The availability of VOD across multiple channels allows marketers to take advantage of each channel to reach all targeted audiences. Through their digital cable products, cable operators provide homes with the opportunity to access a library of VOD content. On the Internet, VOD advertising can occur by placing informative infomercial type video on your own site. Additionally, there may be some opportunity for viral ads using online sites that host video or by developing a more involved campaign around VOD.

CUSTOMER SURVEY

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6.0

Customer Survey

As part of our rebranding proposal, we asked several customers to list their 10 most important criteria for shopping at MYER. And, “…to our surprise, price was nowhere to be found. It wasn’t that price was insignificant to customers. But thanks to MYER’ influence, shoppers had come to assume they were going to get a good price. What they wanted was a brighter more appealing website to browse on while shopping, some interactivity. What they also wanted was for stores to stock all the basics and modern up to date products, courteous and helpful sales associates. And they wanted a faster, less-troublesome experience. In other words, customers wanted the stores and website to not just have what they wanted, but have it where it could be found quickly and easily.”

So we believe MYER should focused its marketing and merchandising efforts on ‘making it easy’ for customers to shop in its stores and on the internet. For example, a typical store merchandise layout will place the most purchased goods in the back of the store hoping shoppers will buy stuff they didn’t intend to buy. To ‘make it easy’ for shoppers, MYER should placed their most purchased items (basic necessities and every day items) in the front of the store so shoppers could access it and get out fast.

REBRANDING EXAMPLES

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7.0

Rebranding Examples: Neenah Paper 7.1Industry: Paper Manufacturing Summary

"The way we've sold paper over the past 150 years is not the way we will sell it going forward." That, from our initial agency interview, was permission to change everything. Challenge Seeing the papers at the mill, in isolation from their marketing materials, even the young designers responded positively to them. Each of Neenah's paper offerings was so narrowly focused on perceived audiences that it practically barred entry to others. Product names such as Classic Linen, Classic Laid and Classic Crest and applied aesthetics were more prominent than the brand. Strategy Sell Neenah first. Individual products come and go in time. The brand lives on. Flip the hierarchy. Chances are if someone likes using one Neenah paper they will try another. Result High positive feedback from designers and sales team. Environment, our first rebranded line rose 30% in the first year. Brand collateral is now consistent.

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7.2

Neenah Paper - Before Image and Rebranded Images

8.0

Rebranding Examples: Swiss Life

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8.1

Industry: Financial Services/Insurance Summary

Challenge Swiss Life is a leading international life insurance company. The group was founded in 1857 and is one of Switzerland's most trusted financial brands. After a turbulent phase and the definition of a new strategy in 2002, Swiss Life initiated a corporate identity process.

Strategy The goal was to strengthen the position in the European life insurance market by integrating six national brands, which previously operated independently. As a visible sign of strategic reorientation, an international umbrella brand with a common name and visual appearance was established. Result The new brand links Swiss Life's tradition with its new positioning. The color red and the Swiss cross refer to the insurer's roots. Three lines symbolize the main lifelines on the human palm and emphasise that Swiss Life is committed to people throughout their lives.

8.2

Swiss Life - Before Image and Rebranded Images

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MYER WEBSITE NOW

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9.0Myer Website Now
Change the look

Black and white is so out of date and so plain

No use of modern technology

No interaction with customers

REBRANDING PROPOSAL

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10.0Rebranding Proposal
PROJECT NAME: MYER REBRANDING Project Manager: JUDY BEDDONI Proposal Rev and Date: 30th September 2007 Project Commencement: 30th January 2008 Target Completion: 21st February 2008 Total Budget Estimate: $10,000.00 depends on any changes

11.0Project Overview: 11.1Purpose and Objectives:
The main objectives for this rebranding is to modernize and update the website bring it to life with bright colors, pizzazz and a fresh new Logo design and add some amazing technology. Interactivity podcasts to listen Videos presentations to watch Interactive mannequin to dress. Our aim is to revamping your websites look; we can refresh your image and attract a wider audience.

11.2Business Justification:
It has been a long time with the same look and change is needed for your company to continue to grow with the changes of technology and other competitors.

11.3Your Related Projects:
Your company needs to update and modernize product lines (e.g. designer labels etc) Supply video content (e.g. fashion parades, cosmetic demonstrations etc) Supply Audio content (e.g. information on topics of interest, next fashion parade, etc)

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11.4Major Risks:
The benefits to your business far outweigh any risk you may believe are involved. If rebranding is not considered the risks are far greater. Loss of the loyal customers and Slow decline in your business profits.

11.5Scope:
The project is entirely feasible our team is all professionals Audio content to listen to (we can arrange audio content production) Video content from company (we can arrange for the production of any video content) Pictures of clothing lines for mannequins (we can arrange the photographer)

11.6Team

and Qualifications:

Project Manager x 1 Overseers the whole project from start to finish Reviews stages with your company for approval Graphic Designer x 1 Creates logo and web design colour scheme Creates the website splash page design and menus Website Development Team x 2 Develops the web layout structure for placement of content Develops the CSS Styles and html for the layout Script language Programmer x 1 Develop scripting language for site Video Technicians x 2 Produce and edit video for uploading to website Audio Technicians x 2

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Produce and edit audio content for uploading to podcast Photographer x1 (plus 1 if required) Photograph clothing line for mannequin

11.7Deliverables:
Diverse group of customers Higher profit margin Logo design Corporate Colour coordinated website Incorporate podcast recordings and video for customers to view on website. Interactive mannequin (e.g. customer would upload own image and try clothes on) Corporate coloured coordinated Stationary

CONTACT AND VIEW PROPOSAL

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12.0View

Our Proposal

Contact: Project Manager - Judy Beddoni To view all our original ideas for the rebranding of your website

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