1

INDEX

1. Introduction 2. Market Overview3. Consumer Insight & Segmentation4. Brand Concept5. Brand Identity6. Integrated Marketing

Communication (IMC)7. Recommendations

2

01. INTRODUCTION

3

OBJECTIVES

• To develop a brand strategy• To establish the direction, leadership,

clarity of purpose, inspiration and energy for the Brand

• To propose an implementation strategy that is effective and consistent with the Brand

405. RECOMMENDATIONS

02. MARKET OVERVIEW

5

602. MARKET OVERVIEW

SWOT ANALYSIS

802. MARKET OVERVIEW

WEAKNESS Startup company New brand and product Constraint of languages and cultures Doesn’t provide as much information as other travel guides Difficult to reach consumers in other countries

STRENGTH Entertaining and friendly content Easy to carry Travel at your own pace Ability to live emotions Unique way to know the city

THREAT Many competitor in different sectors “Audio Guide” has a negative connotation People think audio shuts them off from city Fragmented market Many people have visited the cities Economic downturn

OPPORTUNITY Increase in short trips (2-3 days) Internet and new platforms make it easier to reach people globally Most people book flights and hotels online

03. CONSUMER INSIGHT & SEGMENTATION

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CONSUMER INSIGHT

• Customers have a pre-conceived notion of audio guides as something boring that does not connect them emotionally

1003. CONSUMER INSIGHT & SEGMENTATION

SEGMENTATION

1103. CONSUMER INSIGHT & SEGMENTATION

AGE SEGMENTATION

1203. CONSUMER INSIGHT & SEGMENTATION

TYPES OF TRAVELERS

1303. CONSUMER INSIGHT & SEGMENTATION

• Family Vacation• Adventure Travel• Budget Travel • Leisure Travel • Road Trip • Spring Break • Weekend Getaway• Historical & Cultural Trips• Romantic Travel• Senior Travel• Honeymoon • Business Travel

GEOGRAPHIC SEGMENTATION

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U.S. And Canada + Europe

03. CONSUMER INSIGHT & SEGMENTATION

DEMOGRAPHIC SEGMENTATION

1503. CONSUMER INSIGHT & SEGMENTATION

16

TARGET CONSUME

R

CONSUMER TARGET MARKET

• Demographics– Those traveling to the destinations– Language: speak English, Spanish,

French, German or Italian– Age: between 27 and 44 years old– Social Status: upper-medium class– Education: completed college

1703. CONSUMER INSIGHT & SEGMENTATION

CONSUMER TARGET MARKET

• Behavior – Traveling alone, in couple, or small groups– Type of Travelers

• Weekend travelers (2-3 days)• Short Vacation• Leisure Travelers• Cultural Trips

– Book flights and hotels online– Participate in at least one online social

network– Own iPod

1803. CONSUMER INSIGHT & SEGMENTATION

CONSUMER TARGET MARKET

• Psychographics– Lifestyle: heavy Internet users, love to

travel, live an active life, technology-savvy, love to experience new things

– Personality: intellectually curious, appreciative of art and culture, sensitive to beauty, creative, modern, sophisticated

1903. CONSUMER INSIGHT & SEGMENTATION

04. BRAND CONCEPT

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BRAND CONCEPT

2104. BRAND CONCEPT

BRAND CONCEPT

• “The Soul of the City”– Every city has a personality, an essence,

a soul. Through the audio guides people can truly get to (vivir) experience the city. These guides will bring the city to life right in front of your eyes. It’s the only way of connecting with the city. It’s like the city speaking to you.

2204. BRAND CONCEPT

2304. BRAND CONCEPT

05. BRAND IDENTITY

2405. BRAND IDENTITY

VISION & MISSION

• Vision:– To be the best provider of quality travel

content and a worldwide recognized brand

• Mission:– To provide our customers with an

unique, fun and entertaining travel experience by continually connecting them emotionally to the city and its soul.

2505. BRAND IDENTITY

BRAND STRATEGY DEVELOPMENT

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INTERNAL EXTERNALF

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DV

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IAB

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BRAND VISIONTo be the best provider of quality travel content and a worldwide recognized brand.

BRAND PROMISEWe connect travelers to the city in an emotional way by providing unique experiences.

BRAND DELIVERYTo provide unique, fun and entertaining audio and travel content.

BRAND POSITIONINGFor modern travelers, we are a travel guide which provides emotional audio content that connects travelers to the city.

05. BRAND IDENTITY

POSITIONING

2705. BRAND IDENTITY

BRAND STRATEGY

2805. BRAND IDENTITY

BRAND IDENTITY

2905. BRAND IDENTITY

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BRAND IDENTITY• Brand Architecture

3505. BRAND IDENTITY

06. IMC

3606. IMC

CUSTOMER READINESS

3706. IMC

MARKETING MIX

3906. IMC

PRODUCT• Digital City Pack:

– Primary Target– Mp3 Files + Pdf Map

• City Pack:– Secondary Target– Mp3 Player + Audio Files + Print

Map/Handout

4006. IMC

MARKETING MIX

4106. IMC

PRICE

• Digital City Pack: €4.99– Mp3 Files + Pdf Map

• City Pack: €14.99– Mp3 Player + Audio Files + Print Map

4206. IMC

MARKETING MIX

4306. IMC

PLACE

• Digital City Packet– iTunes– Partnership with online booking

companies• i.e. Vueling, eDreams, Expedia, Click Air, etc

– Amazon.com and other online stores– Own website (download)

• www.VivaCity.me

4406. IMC

PLACE• Partnership with Airlines

– i.e. Vueling, eDreams, Expedia, Click Air, etc

4506. IMC

PLACE

• Amazon.com and other online stores

4606. IMC

PLACE

• Own website (download)

4706. IMC

PLACE

• Airport– Duty free– Kiosk in

strategic location in main airports

4806. IMC

PLACE

• Hotels in 5 cities– Modern– High-end– Service and

customer-oriented

4906. IMC

PLACE

• On-Site Stands– In touristic areas– 2-3 in each city– Eye catchy, way

to advertise– Portable and

easy to set up– Offers free

information

5006. IMC

MARKETING MIX

5106. IMC

PROMOTION - ONLINE

• Website (Vivacity.com)– Offering free travel content

• Things to do, insider tips, restaurants, pictures, useful links, online postcards to send to friends

– Travel Blog & Podcast– Free audio sample

5206. IMC

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PROMOTION - ONLINE

• Search Engine Optimization

5406. IMC

Search Engine Relationship Chart

PROMOTION - ONLINE

• SEO & Google Adwords– Pay-per-click– Google Adwords +

Analytics

5506. IMC

56

58

PROMOTION - ONLINE

• Podcast– Travel Podcast – Free audio content

• Things to do, nightlife, culture and useful information

5906. IMC

60

PROMOTION - ONLINE

• YouTube Channel + Viral Video– Develop a viral video for YouTube to get

people talking about– Drive traffic to website

6106. IMC

PROMOTION - ONLINE

• Social Networks– Facebook fan page– Myspace page– Twitter profile– A Small World profile & forum

6306. IMC

PROMOTION - ONLINE• Social Networks

6406. IMC

PROMOTION - ONLINE

• Word-of-Mouth (online PR)

7606. IMC

PROMOTION - ONLINE

• Internet Radio Advertising

7806. IMC

PROMOTION - ONLINE

• Internet Radio Advertising

7906. IMC

PROMOTION - ONLINE

• Online Banner advertising– Online booking companies

• Vueling, ClickAir, EasyJet, …• Expedia, Skyscanner, …• Hotels.com, Bookings.com, …

8006. IMC

PROMOTION – TRADITIONAL

• Guerrilla Marketing

8106. IMC

PROMOTION – TRADITIONAL

• Posters in airports• Point-of-Sales Display

8206. IMC

PROMOTION – PR

• Press Releases– Local newspapers & Online PR

8306. IMC

07. RECOMMENDATIONS

8507. RECOMMENDATIONS

RECOMMENDATIONS

• Audio Content:– Emotional content

• Tone of voice; Enthusiastic

– Lively Experiences• Street sounds, people talking, music, etc

8607. RECOMMENDATIONS

RECOMMENDATIONS

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• Key Factor for Success– Developing communication that is:

• Relevant, Engaging and Valuable to consumers

– Be part of every conversation, create Buzz

• Risks:– Breaking the Brand Promise

07. RECOMMENDATIONS

THANK YOU

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