Brand strategy
description
Transcript of Brand strategy
Br a n d St r a t e g y
InstallationsDirect
INTE
RGRATED
HO
M
E SERVICE G
ROU
P
G R O U PM SR
C R
SM
HomeGuruz
SAYING GOODBYE TO DIY ~ INSPIRATION TO INSTALLATION
SAYING GOODBYE TO DIY ~ INSPIRATION TO INSTALLATION
INTE
RGRATED
HO
M
E SERVICE G
ROU
P
InstallationsDirectSmarter Home Service
SM
G R O U P
Page 8
Page 6
Page 12
Page 16
Page 10
Page 14
Page 18
INTRODUCTION
The Service Trading Company offers a one stop solution for manufacturers, retailers and consumers in the home improvement industry. We developed a set of stand-alone brands which allows our clients to sell installation and other on-site services to the consumer with a product purchases. With our different brands, we can attract the DIFM (Do It For Me) consumers and give them the ability purchase on-site services with their products. Our strategy is to provide manufacturers and retailers with their own B2C service brand to market and connect with to the DIFM consumer. Purchasing installation has been made easy because we understanding the skills and cost that goes into every product installation. We work with over 100,000 Craftsman in 35 trades that are able to complete service orders made by the DIFM.
SAYING GOODBYE TO DIY ~ INSPIRATION TO INSTALLATION
ESTABLISHING OUR HOUSE OF BRANDS
Our house of brands strategy gives us the leading edge in providing service in the home improvement industry. STCo’s corporate brand structure allows us to offer multiple brands with distinct values for manufacturers, retailers, Craftsman and consumers. Our different brands allows us to focus on all the different areas of the home improvement industry. Each brand represents its own unique value and identity. We can capture different audiences and by operating each individual brand as its own separate brand identity we can avoid any negative image spillovers that may occur.
4
5
SAYING GOODBYE TO DIY ~ INSPIRATION TO INSTALLATION
6
Parent Company Brand
7
Pare
nt C
ompa
ny B
rand
Brand Position To revolutionize how services are sold and purchased in relation to home improvement products, from all global manufacturers, sold through all global retailers, are able to be purchased by consumers with an integrated on-site services option.
Unique Value PropositionWe ensure home improvement products made by manufacturers and sold by retailers can be easily be purchased by DIFM Consumers. We set-up service brands for manufacturers and retailers to market to the DIFM and have the service order completed by Craftsman Republic.
Brand Attributes Service, Equality, Balance, Execution, Competition, Stewardship, Accountability
Audience Promise Our promise to the manufacturers, retailers, and Craftsman; based on our extraordinary performance, ethics, and cutting edge disruptive business model, products, and service offerings. We will provide the very best service that will allow our customers to pass along through their distribution channels to the DIFM consumers.
Elevator PitchWe provide other companies in the home improvement industry their own B2C Installation or other on-site service brand. We have over 100,000 craftsman to complete all service orders.
8
Manufacturer Brand
9
Man
ufac
ture
r Ins
talle
d Sa
les
Rep
Brand Position MISR is the go to installed sales rep to get manufactured products sold anywhere in the world with a service option.
Unique Value PropositionThe only brand that can get a manufacturer’s product to be sold worldwide with a service offering. We seek out everywhere our client’s products are being sold and integrate the service offering with those retailers. This causes the product to be sold more easily to the DIFM consumers.
Brand Attributes Committed, Innovative, Passionate, Thorough, Professional
Audience Promise MISR promises to have our installed sales rep get the manufacturer’s products offered with installation, where ever they are sold.
Messaging ToneWe add value for manufacturer’s products and getting service sold to DIFM consumers and help improve the bottom line by creating product sales lift. We will work with our clients to help assure their products will be easily accessible by their consumers.
Elevator PitchWith a manufactured installed sales rep, we get products sold anywhere in the world to consumers with a seamless onsite service offering.
G R O U P
10
Manufacturer Brand
11
Fact
ory
Dir
ect
Serv
ice
Gro
up
Brand Position Giving manufactures who have a direct sales offering the ability to market and sell their products with installation services. In addition, FDS provides the ability to present other in-house services including those that may already be in place. This brand gives the client total control.
Unique Value Proposition FDS will create a custom service brand that will act as an extension of their current product branding. This will give the consumer the seamless ability of purchasing services from the manufacturer.
Brand Attributes Reliable, Innovative, Cutting Edge, Empowering
Audience Promise Our promise is to set up a service offering that will be available to your consumers, which gives complete control over managing the consumer experience.
Messaging Tone We provide manufacturers the ability over time to manage their own service orders. FDS will work with our clients to get their own custom service offering for their products. In addition, we will develop and assist with any collateral creation needed to support and market the product and custom services.
Elevator Pitch Consumers will have the ability to purchase product and servicces directly from the manufacturer. Manufactures will have access to Craftsman around the world, and will have the power to manage and transact these service orders with their product sales. We integrate our assets with our clients products to maximize the consumers experience.
12
INTE
RGRATED
HO
M
E SERVICE G
ROU
P
Retailer Brand
Inte
rgra
ted
e-H
ome
Serv
ice
Gro
up
13
Brand Position Giving e-commerce retailers the ability to market and sell their products with installation services. In addition, IeHS provides the ability to present other in-house services including those that may already be in place.
Unique Value PropositionIeHS will create a custom service brand that will act as an extension of the retailers numerous manufacturer products. This will give the consumer the seamless ability of purchasing services from the retailer.
Brand Attributes Innovative, Customer Centric, Analytical, Uniformity
Audience Promise We promise to provide e-commerce retailers a service offering that is integrated in their site so consumers will easily be able to purchase on-site services for any products they sell. We enhace the ability to generate a lift in sales, by providing service solutions to the DIFM consumer. Just seeing services available will raise consumer confidence and entice purchases even when service may not be acquired.
Elevator PitchWe provide the DIFM consumer the ability to purchase on-site services with the product of their choice from an e-commerce retailer.
14
InstallationsDirectSmarter Home Service
SM
Retailer Brand
Inst
alla
tion
s D
irec
t
15
Brand position Giving brick and mortar retailers the ability to market and sell their products with installation services. In addition, Installations Direct provides the ability to present other in-house services including those that may already be in place.
Unique Value PropositionInstallations Direct will create a custom service brand that will act as an extension of the retailers numerous manufacturer products. This will give the consumer the seamless ability of purchasing services from the retailer, whether in-store or online.
Brand Attributes Personalized, Reliable, Unique, Innovative, Uniformity
Audience promise We promise to provide brick and mortar retailers a service offering that is available from their stores or online so consumers will easily be able to purchase on-site services for any products they sell. We enhace the ability to generate a lift in sales, by providing service solutions to the DIFM consumer. Just seeing services available will raise consumer confidence and entice purchases even when service may not be acquired.
Elevator PitchWe provide the DIFM consumer the ability to purchase on-site services with the product of their choice from a brick and mortar retailer.
Taglines‘Saying goodbye to DIY’
16
Craftsman Brand
Cra
ftsm
an R
epub
lic
17
Brand PositionThere is a bond among Craftsman and we are dedicated to fulfill every service job that is purchased by the DIFM consumer from either a manufacturer or retailer.
Unique Value PropositionWe’ve built up a network of over 100,000 Craftsman worldwide in 35 different trades in the home improvement industry. When a service has been purchased, a local Craftsman will be dispatched at the requested time of the consumer to complete the service order to the consumers satisfaction. We work with the best and only send out the top Craftsman for every job.
Brand Attributes Hard working, Unique, One of a Kind Service, Customer Centric, Careful, Honest, Forthright, Committed
Audience Promise Our promise to our Craftsman is to be upright and honest and to provide jobs to those who are the very best at what they do. We dispatch jobs as soon as they come in and only use local Craftsman in the same area as the consumer.
Messaging Tone We take great pride in our Craftsman. We service our local areas and focus on customer satisfaction.
Elevator PitchCraftsman Republic is made up of hardworking, skilled Craftsman in the home improvement industry around the world. We rely on their talent and expeirence to fulfill the service orders placed by the DIFM consumer.
Taglines A worldwide installation company
18
Consumer Brands
ungle Gym InstallationJ
does it for you
Brand PositionWe provide consumer a place to purchase installation or other on-site services directly for products sold in the home improvement industry. Home Guruz along with the other multiple private labeled brands, are all dedicated to providing the DIFM consumer direct access to purchasing on-site services.
Unique Value PropositionOur innovative sites and technology allow consumers to purchase on-site service from skilled and expeirenced Craftsman. We are able to provide services for any products within the home improvement industry.
Brand Attributes Committed, passionate, Customer Centric, Friendly, Helpful, Skilled, Trusted
Audience promise We promise consumers who are looking for installation services that we will make their experience simple and enjoyable. Our Craftsman and customer support staff are here to delver to the consumer’s needs.
Messaging Tone We want to add value to the consumers shopping experience by providing them with comfort and confidence with their purchases. We want the DIFM consumer to know that there is an excelent solution to their on-site service needs.
Elevator PitchWe provide a place for consumers to purchase installation and other on-site service for their home improvement product purchaces.
19
Phone: 1-888-338-6719 Email: [email protected]
Web: www.servicetradingco.com
SAYING GOODBYE TO DIY ~ INSPIRATION TO INSTALLATION