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Regional Brand Analysis
Client: JTI
Brief
JTI commissioned Intangible Business to develop the content and analysis for its brand plans for 52 regional brands. This was to be in the context of JTI's global portfolio and across all markets. It was to be used by the company's senior executive and management in Japan and Geneva as a planning tool to allocate resource and measure performance across the group.
Approach
Intangible Business carried out situational analysis, researching information from internal and external sources across brand/market combinations. This included evaluating the commercial environment, competitive situation, strategic rationale, key regional brands (12), tactical regional brands (40), regional market deployment, annual and strategic plan deliverables, incremental opportunities and portfolio development in the context of a 10 year vision. This research revealed practical insights into the portfolio of JTI brands in different market segments, highlighting profitable and potential growth areas.
Result
Intangible Business produced a ground breaking planning document and electronic format planning tool that could be broken out and given to all regions of the business for ongoing management and refinement at an operational level. Additionally, from a strategic perspective, it could be used as a reference document at the highest executive level of the company.
"The Regional Brands group of Japan Tobacco International (JTI) needed to develop a comprehensive dynamic brand planning tool and document that positioned the relevance of the group's 52 regional brands in the context of the whole group as well as within a global competitive context. This required a unique combination of knowledge and skills in terms of commercial operational capability, marketing and financial as well as the ability to communicate issues powerfully and with real clarity.
Intangible Business delivered beyond expectations, taking the best of internal views and expert knowledge and overlaying this with real insight and perspective displaying a capability to think outside the box yet stay on track to deliver the brief. Additionally, as Brand Group GM at that time, I would also like to compliment Intangible Business, Stuart Whitwell, and his team on their commitment, strategic insight and industry in completing a very stretching task in a timely and professional manner."
Hamish A. Moore, Vice President - JTI
JTI case study