Symbol Technologies

Branding, Positioning and Marketing Communications

Challenge:
Symbol Technologies, Inc., the world leader in bar coding and related scanning technology, wanted to develop a presentation to selected CPG brand managers to define and represent Symbol’s leadership in the m-commerce space. In so doing, they wanted to gain their commitment to participate in test promotions of their brands in a live retail environment. Symbol asked Droz to assist them in developing and executing this presentation to accomplish the following objectives.

• Introduce the CISS platform to CPG brand managers through tailored PowerPoint presentations;
• Articulate the core selling proposition to CPG manufacturers and their potential impact on consumers, retailers and marketing partners.

Solution:
Droz and Associates formed a Symbol SWAT Team to develop a comprehensive message platform and PowerPoint presentation that represented the specific value proposition to CPG brand managers. This message included the specific branding, ROI and wallet-share benefits of:

• Real Time Access to consumers (RTA)
• Access at the Point-of-Decision (POD)
• Just-in-Time personalized promotion

Result:
A comprehensive presentation was developed that articulated a compelling value proposition, the basis of a positioning strategy, a list of CPG benefits and several key elements of the m-commerce story. The presentation was delivered within a tight timeline was a significant contributor to obtaining contracts with several key CPGs.

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