+33 (0)6 87 10 61 21 info@saltydog.fr

OUR MODULES

Our methodology is based on 3 MODULES :
UNDERSTAND your brand’s position within its market and with the consumer,
DEFINE the best growth strategy for your brand
and EXECUTE the marketing plans with you.
We can either build the 3 modules or just focus on one specific challenge which is key to you.

1

UNDERSTAND

Market & consumer intelligence

MARKET

Market potential.

Competitive environment.

Distribution channel evolution.

Consumer behaviors.

Segmentation logics.

External threats.

CONSUMER

Perceptions,
Opinions & Attitudes.

Key customer benefits.

Current gaps in satisfaction.

Untapped needs.

Emotional drivers.

BRAND

Brand equity assesment.

Competitive image.

Usage & attitude patterns.

Brand fit with new offers.

TARGET

Demographic user data.

Psychographics.

Shopping behaviors.

Core target definition.

User profile evolutions.

2

DEFINE

Brand strategy

VALUE PROPOSITION

Sufficiently differentiated yet credible
and achievable proposition.

Framework for all marketing activities
down to customer experience.

POSITIONING

Promise / Benefit(s).

Unique Selling Proposition.

Reason to believe.

Character & tonality.

IDENTITY

Brand footprint.

Compelling copy strategy.

Creative branding & design.

Relevant storytelling.

Powerful brand names.

Graphic guidelines.

ARCHITECTURE

Strategic portfolio management.

Master brand strategy
/ houses / individual.
Brands and sub brands organisation.

Integration of acquired brands.

“Fewer, Better, Stronger”
portfolio structure.

SKU’s rationalisation programs.

GROWTH PLANS

Innovation.

Brand stretching.

Geographic expansion.

Multi channel distribution.

Licensing agreements.

Optimised pricing models.

3

EXECUTE

Marketing plans

INNOVATION

NPD Process.

Product & Service development.

Gross margin gains.

Technology transfers.

BRAND EXPANSION

New product categories.

Masterbrand communication.

License agreements.

COMMUNICATION

Advertising.

Communication strategy (On & Off line)

Press relations and e-PR.

Digital strategy.

Events.

DISTRIBUTION

New trade channels.

Geographic expansion.

Distribution model :
agent, distributor, D2C, affiliates.

Brand design.

POINT OF SALE

Customer experience.

Point of sale architecture.

Merchandising and furniture design.

Launch & promotional POS.

PROCESS & ORGANISATION

Integrate marketing process
across other departments.

Category management.

Marketing support
service organisation.

Digital asset management platforms.

Marketing team coaching.

CONTACT