Identifying Your Needs

Client needs to gain greater exposure and customer recognition for its brand and
open new market in retail business located in Penang. In addition, client needs to
fine-tune its marketing approach to further differentiate itself from. However, a lack of
consistency and disjointed marketing efforts have slowed progress in achieving these
goals.
Client wants to update its branding program to:

Build recognition and reputation with new customers, improving conversion rate.

Coordinate marketing, communications and public relations efforts for better

consistency in branding.

Enter Retail business and major outlets in Penang with brand recognition

Without consistent use of a branding strategy, client risks loss of customersand potential
salesto competitors with more defined marketing approaches. Building a strong brand is
fundamental to clients long-term growth and viability.

Creating a Solution
Heres what my team will deliver to help client manage its brand in a way that builds
and strengthens long-term customer loyalty:
An analysis of your current brand performance Without a
benchmark to understand how well your brand is performing, creating an
improved branding strategy takes a lot of guesswork. Well get to the heart of
the matter by gathering information from you about your current marketing
and PR approaches, and how youve incorporated your brand. Then, well
conduct research with your existing customer base to get a clear handle on
how your brand is being perceived, as well as its rank within your industry and
its standing among competitors.
Development of a custom branding strategy to build loyalty and
improve competitiveness A companys branding strategy plays an
important role since a brand often has more value and longevity than any
single product. However, that branding strategy has to be consistent across
marketing, PR and communications channels. Based on the research and
analysis results above, well develop a strategy to target weak spots,

strengthen loyalty with existing customers and expand brand reach to new
prospects. We will show you how to keep the use and promotion of your
brand consistent across all marketing and sales efforts, and why this is
important in building customer recognition and loyalty.
Implementation of a new branding campaign to enter retail business
The most important part of any branding campaign is putting it into action.
Your presentation needs to be consistent across the board, and your new
brand should be implemented efficiently and systematically so that you will be
visible to your customers and new prospects without losing any recognition.

Delivering Results
Working with my team will help client to analyze brand performance, capitalize on the
positive aspects and strengthen weak spots through a coordinated marketing
approach. If hired, well break the project down into the following phases:
1. Research and Analysis
Well start by gathering information about your current marketing efforts and how
youve presented your brand to customers. From there, well go through a series of
research steps to gauge brand performance, particularly with current customers. This
will be done through a combination of online surveys and focus groups.
The next step will be a competitor analysis, to determine position in the marketplace.
Finally, we will wrap up with a full audit of your current brand, analyzing the perceived
promise and personality, value and history. This analysis that will guide us in creating
a custom brand strategy to be incorporated into your companys marketing in a
consistent way.
The advantage of taking these steps before developing a branding program is that it
provides a benchmark to measure improved conversions and customer loyalty as the
new strategy is implemented over time. Research allows you to measure results
using tangible metrics.

2. Development of a Branding Strategy To Enter the Market

Based on results of the research and analysis phase, well create a long-term
branding strategy to the retail market in Penang that includes a few phases as
discussed below:
(a) Pop-up store in shopping malls to increase brand awareness.
(b) Set up new connection with major outlets in Penang, that will showcase and
distribute clients product.
(c) Develop the brand and bring the brand into major chained shopping outlets
like Parkson, Avon and etc.
All of this strategy will be discuss and plan carefully according to the results of the
research conducted and changed according to its circumstances.
3. Systematic Implementation of Branding
Once we have a Branding Strategy in place, we will create guidelines for the branding
campaign, covering all aspect including social media advertising, customer communication
and etc.
The goal will be a consistent brand approach across all interactions with existing customers
and prospects. Results will be multi-fold: 1) broader recognition of your brand and its positive
attributes; 2) improved differentiation of your brand as a leading force in the marketplace;
and 3) increased conversions as prospects more readily recognize your products and
approach, and associate them positively.

Project Timeline
If client hires my team to create the branding strategy it needs to build long-term
relationships with its customers and improve conversion rate, our timeline would
proceed as follows:
Phase

Activities

Complete Brand
Analysis

my team will analyze clients current

brand status, conduct customer research, and
complete a competitive brand analysis.

Development of
Custom Brand
Strategy

my team will develop a fresh brand strategy,

including guidelines for use of your brand,
covering everything from marketing campaigns.

Implementation of
Custom Brand
Strategy

my team will put into action the strategy

developed, including making all necessary
aesthetic, digital, and marketing changes
according to the strategy.

Completion

Next Steps
To take advantage of this proposal and proceed with the project as outlined, clients
next steps must be to:

 Accept the proposal as-is; or

Discuss desired changes with my team.
Once completed, my team will contact client to schedule a project launch meeting to
make introductions and gather information before beginning the work.
Were happy to make changes to project scope at clients request at any time, but
some changes may be subject to additional billing.