Branding - SAMCIL - Rafael Menoya
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POSICIONAMENTO
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Um cenário
dinâmico e
competitivo
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Transforma
diariamente
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MESMO COM TANTAS MUDANÇAS A MARCA DE UMA EMPRESA TEM A
OPORTUNIDADE DE GERAR MAIOR APROXIMAÇÃO, SIMPATIA E
FIDELIZAÇÃO,
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Como?
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FORTALECENDO SEU POSICIONAMENTO.
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Está meio confuso ainda?
Vamos exemplificar.
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Supriu a necessidade de criar maiores e melhores vínculos emocionais com seus
clientese reposicionou a imagem de grandeza
do Bradesco. O Bradesco não é grande,
o Bradesco é Completo.
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Posicionado na
mente
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E no coração
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POSICIONAMENTOé aquilo que nós queremos
que a marca represente no mercado e na cabeça das pessoas.
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O posicionamentoHumaniza o produto
E gera fidelidade a
marca
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Uma vez que o posicionamento perceptual é criado, a Samcil pode ir
além dos atributos físicos e dos benefícios do produto. Ela cria benefícios
emocionais e psicológicos.
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Como nosso concorrentes se posicionam
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“Se você ficar doente, fique
tranqüilo!Nós estamos aqui para te ajudar.”
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“Quando você ficar doente
e precisar de um hospital,
estamos próximos de você.”
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Na mente do
consumidor
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“SAÚDE”É MUITO MAIS IMPORTANTE DO
QUE“TRATAMENTO DE SAÚDE”
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Preocupação com
O bem-estar
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Consumidor
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Pessoa
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Incentivar a PRÁTICA
De uma vida
Mais saudável
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Saúde = Samcile
Samcil = Saúde.
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“Ninguém quer que você fique doente para usar Samcil.Nós queremos ver você sempre saudável.”
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se posicionar como uma empresa que
incentiva estimula a prática da saúde.
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levar as pessoas a interagirem com a marca, ou seja, com aquilo que elas querem: Saúde.
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uma experiência intima com a Samcil e
consequentemente uma experiência de
bem estar.
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Estar presente no coração das pessoas, de forma alegre, verdadeira.
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Um posicionamento que empolga e contagia as pessoas com alegria e satisfação.
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Vamos todos juntos,
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motivar,
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incentivar,
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acreditar,
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praticar.
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Portanto:
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PRATIQUE SAÚDE. PRATIQUE SAMCIL
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Para unir o posicionamento ao o compromisso com a solidez; a “marca”
Samcil igualmente avança, para se consolidar no coração de todos.
Mantendo a mesma percepção e a mesma força da tradição, conseguimos
fortalecer a marca evoluindo junto com a empresa e suas relações.
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Upgrade da Marca
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PEÇAS
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ALGUNS “EXEMPLOS” DE AÇÕES QUE CONCRETIZÃO O POSICIONAMENTO:
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Pessoa Física
•PATROCÍNIO DE ATIVIDADES ESPORTIVAS.
•SQUEEZY COM A MARCA DA SAMCIL, DISTRIBUÍDOS EM ACADEMIAS.
•PLACAS EM ÁREAS DE COOPER: “VOCÊ ESTÁ PRATICANDO SAMCIL. PRATIQUE SAÚDE. PRATIQUE SAMCIL”
•ADESIVOS NAS ESCADAS DO METRO: “SUBINDO PELA ESCADA VOCÊ TERÁ UMA VIDA MAIS SAUDÁVEL. PRATIQUE SAÚDE. PRATIQUE SAMCIL”
•CARTAZES COM DICAS DE HÁBITOS SAUDÁVEIS.
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PJ, PME e Corretoras
•Incentivo e patrocínio de ginástica laboral nas empresas. (Fornecedores/Clientes)
•Peças promocionais (calendários, agendas, porta canetas) com dicas de atitudes saudáveis.
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Público Interno
•Ginástica laboral
•Prêmios como tênis ou camisetas.
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Vamos colocar tudo em prática.Então vamos praticar saúde, vamos praticar
Samcil.
Quer mais prática do que um grande evento, milhares de pessoas, repercussão mundial,
estrutura gigantesca, alta cobertura da mídia, ótima aceitação do público.
Quer mais saúdesaúde do que uma corrida, movimento, prática, pernas, coração, suor.
É mais do que isso. São dois eventos, uma maratona e uma corrida