Module 7874B

Initiate and Carry

Out Projects

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: Judy Beddoni

Proposed Project: MYER Rebranding
Telephone: 02 9999 9990
Mobile: 0400 555 550
Email: judy.beddoni@bigpond.com

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.

INTRODUCTION

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 Introduction

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 and feel that attracts customers.

Reference 1
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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 EXECUTIVE SUMMARY

Executive Summary

The objectives for this rebranding project are to modernize and update the website and
bring it to life with bright colors and a fresh new Logo.
Show some pizzazz, style and add some amazing new interactive technology to browse
the site longer.

Interactive Elements, Databases & Programming

Since the Web is an interactive medium, users expect a high degree of interactivity. The
more interactivity offered at your site, the higher its success and visitation rates will be.

You may want to consider using a personalization application / service, file downloads,
audio file(s), video clips), etc.

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 Proposal for Rebranding
Table of Contents
CONTACT DETAILS:............................................................................................................................... ........3
CONFIDENTIALITY AND DISCLOSURE......................................................................................... .........................3
INTRODUCTION.................................................................................................................. ......................4

EXECUTIVE SUMMARY........................................................................................................... .................5

1.0 REBRANDING....................................................................................................................................... 8
Reference 1.............................................................................................................................................................8
1.1 REBRANDING WELL - MEANS STAYING RELEVANT. ....................................................................................... ....8
1.2 IT ALL STARTS WITH A LOOK................................................................................................................... ...8
2.0 WHAT ARE THE BENEFITS OF REBRANDING WITH US?........................................................... .....9

3.0 COMMUNICATING WITH YOUR CUSTOMERS.......................................................................... .......10

10
3.1 PODCASTS.................................................................................................................................... .....10
Reference 2...........................................................................................................................................................10
10
3.2 VOD.................................................................................................................................. .............11
Reference 3...........................................................................................................................................................11
11
4.0 REBRANDING EXAMPLES: NEENAH PAPER.............................................................................. ...12
4.1 INDUSTRY: PAPER MANUFACTURING SUMMARY................................................................................ .............12
4.2 NEENAH PAPER .................................................................................................................... .............13
Figure 1: Before & After Rebranding Images....................................................................................................14
5.0 REBRANDING EXAMPLES: SWISS LIFE ............................................................ ............................14
5.1 INDUSTRY: FINANCIAL SERVICES/INSURANCE SUMMARY.......................................................... ........................15

15
5.2 SWISS LIFE - BEFORE IMAGE AND REBRANDED IMAGES.............................................................................. ....15
Figure 2: Before & After Rebranding Images....................................................................................................16
6.0 MYER WEBSITE NOW............................................................................................. ..........................17

17
Figure 3: Current Website Design......................................................................................................................17
7.0 SWOT – ANALYSIS................................................................................................. ...........................18
Appendix B...........................................................................................................................................................18
8.0 REBRANDING PROPOSAL................................................................................... ............................19

9.0 PROJECT OVERVIEW:..................................................................................................................... ..19

9.1 PURPOSE AND OBJECTIVES: ............................................................................................................... ..19
9.2 BUSINESS JUSTIFICATION:................................................................................................................. .......19
9.3 YOUR RELATED PROJECTS: ...................................................................................................... ..............19
9.4 MAJOR RISKS:................................................................................................................ .....................20
9.5 SCOPE: .................................................................................................................... .........................20

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 9.6 TEAM AND QUALIFICATIONS:........................................................................................................... ..........20
9.7 DELIVERABLES:.......................................................................................................................... ...........21
10.0 REFERENCES.......................................................................................................... ........................22
1) http://mm1projects.wikispaces.com/...............................................................................................................22
What is Rebranding? Accessed 21st July 2007............................................................................................22
2) http://www.media.com/wd-dat-p.asp................................................................................................................22
Interactive Media content Podcasts: Accessed 25th July 2007....................................................................22
3)http://www.media.com/wd-dat-p.asp.................................................................................................................22
Interactive Media content VOD: Accessed 25th July 2007...........................................................................22
APPENDIXES.................................................................................................................................. .........23
A. CUSTOMER SURVEY ......................................................................................................... ......................23
B. SWOT ANALYSIS........................................................................................................ ..........................23
STRENGTHS............................................................................................................................ ................25
WEAKNESSES.................................................................................................................................. ........25
OPPORTUNITIES................................................................................................................. ......................25
THREATS.................................................................................................................................... ............25
11.0 VIEW OUR PROPOSAL ....................................................................................................... ............26

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 REBRANDING

1.0Rebranding
Reference 1

1.1 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.

1.2 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.

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That's why we guarantee our designs will be striking, professional and unforgettable.
It will get people talking about your Company.
It will inspire trust and company loyalty.
It will drive your Business to a new beginning.
BENEFITS OF REBRANDING WITH US

2.0 What are the benefits of Rebranding with us?

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.

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No gimmicks, no hassles, no hoops to jump through.

COMMUNICATING WITH CUSTOMERS

3.0Communicating 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

3.1 Podcasts

Reference 2

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.

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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.

3.2 VOD
Reference 3

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.

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 REBRANDING EXAMPLES

4.0 Rebranding Examples: Neenah Paper

4.1Industry: 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.

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Environment, our first rebranded line rose 30% in the first year.
Brand collateral is now consistent.

4.2 Neenah Paper

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Figure 1: Before & After Rebranding Images

5.0 Rebranding Examples: Swiss Life

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 5.1 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.

5.2 Swiss Life - Before Image and Rebranded Images

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Figure 2: Before & After Rebranding Images

MYER WEBSITE NOW

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6.0Myer 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

Figure 3: Current Website Design

SWOT ANALYSIS

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7.0SWOT – Analysis

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

Appendix B

REBRANDING PROPOSAL

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8.0Rebranding 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

9.0Project Overview:

9.1Purpose 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.

9.2Business 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.

9.3Your 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)

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Supply Audio content (e.g. information on topics of interest, next fashion parade, etc)

9.4Major 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 line in your business profits.

9.5Scope:

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)

9.6 Team 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

9.7Deliverables:

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

REFERENCES

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10.0REFERENCES

1) http://mm1projects.wikispaces.com/
What is Rebranding? Accessed 21st July 2007

2) http://www.media.com/wd-dat-p.asp
Interactive Media content Podcasts: Accessed 25th July 2007

3) http://www.media.com/wd-dat-p.asp
Interactive Media content VOD: Accessed 25th July 2007

APPENDIXES

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 APPENDIXES
A. Customer Survey

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.

B. SWOT Analysis

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 CONTACT AND VIEW PROPOSAL

Strengths Weaknesses

• Advantages of Company history • Gaps in capabilities

• Capabilities
• Competitive advantages • Own known vulnerabilities
• USP's (unique selling points) Reputation, presence and reach
• Resources, Assets, People No new customers
• Experience, knowledge, data Product predictability
• Financial reserves, likely returns No modern products
• Marketing - reach, distribution, Dull graphics
Bland colour scheme
awareness
Old fashion look
• Location and geographical
No distinctive logo
• Price, value, quality No interactivity
• Philosophy and values
• Reputation, presence and reach
Old Loyal customers

Opportunities Threats

• Global influences • New technologies, services, ideas

• Market developments • Market demand
• Business and product development • Competitor intentions - various
• Technology development and • Seasonal, weather, fashion
innovation - interactivity influences
Update website – modern look • Loss of key staff and customers
Add Video clips Boredom
Add podcasts Boring website
• Industry or lifestyle trends
• Competitors' vulnerabilities
• Niche target markets
Change product lines
Attract diverse group of customers

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11.0View Our Proposal

Contact: Project Manager - Judy Beddoni

To view all our original ideas for the rebranding of your website

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