Marches brand redesigning

Introduction

This exercise is designed to assess your ability to analyse a variety of information, arrive at well
reasoned recommendations, create a plan and present this clearly.

You are to assume the role of a recently appointed Commercial Project Executive for Brand
Marketing in the Edward Lynd Corporation (ELC), a growing international cigarette company. As
part of ELC’s vision to expand market share over the next five years, the Management Team has
launched a number of brands across the world over the past years. One of these new brands,
Marches, was launched in your Country (Swampsland) four years ago. The aim for this brand
launch in Swampsland was to create a big impact with its target adult consumers, who it was
intended would switch to Marches from other competing products.

In order to stay up to date with the new look trends, it was decided to update the design of
Marches brand products. As one of your projects, the Management Team have asked you to
prepare the redesigning campaign materials of Marches in Swampsland.

On following part of the case you will find information relating to the market you are operating in, as
well as list of stakeholders involved in the redesigning project. The target date for the new brand
look to be available on the market is July the 1st, 2020.

Your task

You will have 1 hour to review all the materials available and prepare a timeline for the redesigning
project. There are several sets of information available for you prior you start preparation – (1) list
of existing marketing strategies; (2) list of departments/agencies involved into the project and
(3) description of activities and time required to perform them. You will need to carefully look
through the information provided and decide on your project plan.

IMPORTANT!
 You only have 6 months to execute this project (1st of Jan – 30th of June, 2020)
 You are limited to 3 units of your resources to be allocated to this project per week
 It is not necessary to deploy all the mentioned activities – in case you decide to skip some, be
ready to justify your choice
 You can use Excel, Word or Power Point in order to present your plan and ideas

By the end of this activity we expect you to come up with:

1. Project timeline
2. Justification of your selection

You may feel that it is necessary to make certain assumptions in order to carry out this task. This
is permissible provided that an adequate explanation of the reasons for such assumptions is given.

Time: 60 minutes to prepare the presentation

15 minutes to deliver the presentation
15 minutes for questions and answers
(1) Marketing Strategies

Within Swampsland, the regulatory environment is such that certain marketing activities are not
permitted for the tobacco industry. The following checklist indicates the activities that are and are
not permitted within the Country. ELC requires its Project Executives and Brand Managers to think
creatively about how they can build the brand through marketing in the Country while complying
with all legal restrictions on advertising.

Marketing Strategy Permitted?

B2B communication offline (leaflets, invoice attachments) 

B2B communication online (on closed trade platform) 
B2C communication ×
Direct mail/email/SMS (to verified adult smokers) ×
Duopack offers 
Events for Business Partners 
In-pack communication (inserts) 
LAMP (Nightclub, bars, etc) advertising ×
Magazines (with at least 75% adult readership) ×
Marketing advertising banner on 3rd party websites ×
Motivational programs for Sales Representatives 
On-pack communication (poly wrap) 
Outdoors/Billboards/Transport ×
Point of Sale (POS) advertising ×
Premiums for retailers 
Price Promos 
Radio & television ×
Social media advertising ×

1
(2) Departments/agencies

In order to successfully redesign the brand, there are certain parties that have to be involved into
the process:

 Adaptation agency – Is a global vendor cooperating with different offices of ELC. It

responsible for the adaptation of all the digital and print materials (B2C and B2B), while does
not deal with any creative developments.

 Brand Building Group (BBG) – The Brand Building group is located in the HQ of ELC and
creates the visuals for the campaigns aligned with Brand Strategy. The campaign visuals
can go through many versions as the campaign develops.

 Corporate Affairs – Corporate Affairs ensures that all Marketing and Sales activities are in
line with societal and governmental expectations to ensure a credible responsible company
reputation. Furthermore, they seek new regulatory initiatives which enables the government
to reduce the harm of tobacco while ensuring a competitive level playing field.

 Digital agency – Is local agency dealing with digital developments (i.e. programming), and
creation of extra digital campaigns. It is also responsible for content uploading to the digital
platform and sending out the communication to retailers (vis SMS and emails).

 Legal Advisory – This department reviews compliance with applicable laws and regulations.
They are typically involved at an early stage to identify and advise on any possible barriers in
the market, for example legal restrictions regarding cigarette advertising. They also support
the Packaging Innovation, Cigarette Development and Marketing departments during the
development process to ensure that the resulting product conforms with local legislation.
Time needs to be booked with one of the lawyers in Swampsland to review all product and
marketing material.

 Marketing – The department is responsible for localization and development of local

marketing materials based on the globally available projects and toolboxes.

 Printing house – Is local vendor dealing with the print of both simple and complex materials.

 Production – Production is responsible for all aspects of the industrialisation of the

manufacturing process once the final cigarette and pack design have been agreed. They
manage the implementation of full scale production in the chosen production centre.
Production of the ‘Marches’ cigarette is still underway to meet the current consumer demand,
but any new requirements for cigarette or pack production should be agreed with this team.

 Supply Chain – Supply Chain arranges the procurement of tobacco from farmers along with
other cigarette materials required at the best possible cost. They manage the process of
shipping cigarettes to distribution and wholesale companies, who then pass on the cigarettes
to retail stores (convenience stores, petrol stations, etc).

 Sales – The sales team ensures that ELC products are distributed and sold at the right retail
channels. They develop and implement sales and trade programmes, to maximise the
availability, visibility and merchandising of our brands at the Point of Sale. This means
building strong relationships with wholesalers and retailers. Sales have useful information
from the Point of Sale and represent ELC and ‘Marches’ on the front line.

2
(3) Activities and timings

CPE*
resources
Activity Description & requirements
needed
(units)
Includes B2B communication offline and online. 3 rounds of
Communication comments/adjustments included. Each round – additional
materials week. Materials developed by BBG to be accepted by market & 2 per round
approval available for adaptation at latest 3 months before In Market
Sales date (IMS).

Communication Initial toolbox** request to be filled in by market at least 5

materials months before the IMS. After that at least one month is needed 4
request for BBG to come with the proposals.

2 for agency
Event for briefing, 1h for
A minimum of 2 months preparation is needed. Event to take
Business proposals
place one week before IMS.
Partners review, 10h of
inputs

Legal & External All the materials developed/adapted/adjusted need to be

Affairs (EA) approved by legal and local EA. Review and approval can only 1 per meeting
review happen once a week during regular weekly meeting.

Adaptation agency to be briefed after materials are available. 1

week needed after brief submission to receive and confirm the
Materials CE. Time needed for adaptation after CE approved - 2 weeks 10 per brief, 2
adaptation for easy materials (e.g. simple banners); 1 month for complex per debrief; 1
(online & offline) materials adaptations (e.g. videos, games, GIFs). Each debrief per CE review
= 1 extra week of work for the agency. Up to 2 debriefs per
item possible.

An incentive program for Sales Representatives – crucial for 3 for

Motivational
the success of the project. To be approved by Sales team at preparation; 2
programs
least 1 month prior IMS. for approval

3 for timeline,
All the online materials to be sent to the Digital Agency at least
2 for
Online materials 1 week prior the IMS. Each online campaign also requires
consolidating
detailed timeline.
& sending
3 for
In-house brainstorming for premiums’ ideas to be organized.
Premiums for brainstorming,
Thereafter, premiums to be ordered. Delivery may take up to 3
retailers 3 for finding &
months.
ordering
All the print materials to be ready at least 2 weeks prior the 1h for printing
IMS. Printing of simple formats (e.g. regular A4 leaflet) - 1 house brief (3
Printing
week. Printing of complex formats (e.g. special cut form, folding if complex
leaflets) - up to 1 month format)

3
 Assumed to be
a part of
Proofreading Final materials (online & offline) to be always proofread.
materials
review

Product After materials are received from BBG, around 1 month is

communication needed for Good To Print (GTP) files preparation. Final GTPs
1 for review
(in-pack, on- to be accepted by both legal & market. GTPs to be delivered to
pack) the production team at least 4 months before IMS.

All the prepared materials to be aligned with Sales team during

Sales team
monthly meeting (taking place on the last week of each month) 3
alignment
at least 1 month before IMS

*CPE – Commercial Project Executive hours needed to perform the activity

**Toolbox – a list of materials that market requests from the Region to be developed

(4) Glossary

B2B – Business to Business

BBG – Brand Building Group
CE – Cost Estimate
CPE – Commercial project executive
EA – External Affairs
ELC - Edward Lynd Corporation
GTP – Good to Print – file ready for printing
HQ – Head Quarter
IMS – In Market Sales (the 1st day of selling the new/upgraded product)
Insert – an info material inserted into the pack
LAMP – Legal Age Meeting Point (e.g. pub, club, etc.)
POS – Point of Sale (e.g. shop or petrol station)
Premiums – a small gifts
Toolbox – a set of marketing materials needed for the project