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TORQUE
AMERICAN FOOTBALL EQUIPMENTMUHTEEM FIRTINA ZINAR & SERGEN OSKAY
Content
1. Market Analysis: a. Target Matrix b. Consumer Insight c. Positioning Map d. Positioning Statement2. Brand Tangibles: a. Brand Name b. Logo c. Slogan d. Jingle e. URL
3. Brand Analysis: a. Brand Image b. Brand Personality4. Brand Communication Strategies: a. Product Strategy b. Pricing Strategy c. Distribution Strategy d. Promotion Strategy
P.S.: AF:Abbreviation for American Football.
1.Market Analysisa.Target Matrix
1.Market Analysisb.Consumer InsightUniversity and Professional AF teams in Turkey and Europe have to choose their equipment among few US originated AF equipment brands and their prices are not fair for their mid-level budget.Not enough option in marketHigh price levelAccessibility problems
1.Market Analysisc.Positioning Map
RIDDELLSCHUTTUNDER ARMOURRAWLINGSXENITHCUTTERS
1.Market Analysisd.Positioning StatementFor AF teams which cannot easily afford to buy expensive equipment, TORQUE produces AF equipment that offers both good quality and affordable price because TORQUEs products are manufactured in Turkey by using domestic materials.
2.Brand Tangiblesa.Brand NameTORQUE: measure of how much a force acting on an object causes that object to rotate.ForceDynamismMasculinityMechanical ConceptPronunciation
2.Brand Tangiblesb.Logo
Font: Cornered & SharpColours: Red, Black, White+ Bigger Initial, arrow
2.Brand Tangiblesc.Slogan
Shield yourself.SimpleClearSelf-explanatory
2.Brand Tangiblesd.Jingle
2.Brand Tangiblese.URL
www.torqueshield.com
3.Brand Analysisa.Brand ImageTrustableInnovatorDynamicHonest
3.Brand Analysisb.Brand PersonalityCompetence (confident, reliable) Sincerity (honest, real) Ruggedness (tough, masculine) Friendly Fun
4.Brand Communication Strategiesa.Product Strategy
MAIN COMPONENTSHelmetShoulder
4.Brand Communication Strategiesa.Product StrategyAPPAREL VIEW
4.Brand Communication Strategiesa.Product StrategySUB-COMPONENTSShoeJersey and PantPadsSoulder Pad AccessorizesGlovesFabric Gears (socks,caps,shirt,girdle)HardwareBall
4.Brand Communication Strategiesa.Product StrategyDomestic ProductionCheaper Than U.S. ProductsWithout Shipping Problems (long process,custom problems and taxes)Easy AccessFast DeliveryAfter-sales Service FacilitiesCurrency AdvantagesFUNCTIONALITY
b.Pricing Strategy4.Brand Communication Strategies
+Cheaper Than Foreign ProductsAvarage Player Kit Cost 700$-900$+Shipping+Taxes(individual)+Torque Avarage Player Kit 1800TL-2000TL (700$-640)+The Possibility of Hire Purchase-The Perception Of Poor Quality
c.Distribution Strategy4.Brand Communication Strategies
Free Shipping SystemFast DeliveryReturn OpportunityYurtii, MNG, PTT (national)FedEx, UPS, DHL (international, more efficent in Europe)- Increasing in Costs
d.Promotion Strategy4.Brand Communication Strategies
Local, National and Foreign EventsSupported With Sponsorship
4.Brand Communication Strategiesd.Promotion StrategySponsored Tournamentszmir Bowl (2012)
Give the brand name to national and college league.
4.Brand Communication Strategiesd.Promotion Strategy
Make an attempt to start live match broadcast (Internet & TV)Create a Tv commercial for advetorial in Kardeler Takm Tv Programme
Q & A
THANK YOU!
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