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SEAOIL Fast and Simple Presentation v3.0

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by

Fredrik Mathieu Flores

on 15 September 2016

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Transcript of SEAOIL Fast and Simple Presentation v3.0

Brand Journey
Brand Map
Why FAST and SIMPLE?
Corporate Strategy
Expand our Commercial Business
Brand Identity Prism
Expected impact on stakeholders
Customers
Capabilities
Personality
Internal Culture & Values
Shared Values & Community
Noble Purpose
Aspirational Self-Image
SEAOIL is FAST and SIMPLE
SEAOIL is DEPENDABLE
SEAOIL is APPROACHABLE
Customer-centric mindset
Accountability and ownership
Emphasis on consistency and measurement
We value TIME
We value COMMITMENTS and RELATIONSHIPS
We value SUCCESS
We are means to an even greater end for our customers
Enriching the lives of every Filipino
Our customers are SMART and PRACTICAL
Our customers are ACHIEVERS
Our customers are PROUD FILIPINOS
Rallying Cry
Keep it Fast. Keep it Simple.
Redirect our Retail Framework
Reinforce Organizational Excellence
High Quality Fuel
Low Quality Fuel
Salon Service
Pit Stop Service
Employees
Shareholders
We gain more satisfied loyal customers
A differentiation from our competitors
SEAOIL will become synonymous with success

Renewed sense of purpose and mindset
More productive and efficient workforce
Cultivate a stress-free environment
Realization of their potential in their respective roles

Successful franchise partners
Enticing business for more potential partners
Improved trust in the organization to perform
A bigger and more successful business

We provide high quality fuels and lubricants
We deliver the fastest and most efficient service in the industry
We are consistently pushing to innovate and provide our customers with world-class standard products and services
Project Rationale
The brand direction aims to fortify the overall brand of SEAOIL affecting all of its stakeholders by encapsulating its efforts under one unified rallying cry.
Think Different
To inspire and nurture the human spirit
Just do it
Fuel for Everyone
Fast
and
Simple
Brand Development Framework
High
Low
5-7 Years
Time
Brand
Equity
Starting Point:
Positioning:
Brand Identity:
Current Brand Image
Credible, Relevant,
Differentiated
Rallying Cry
Value Proposition
SEAOIL aims to deliver the fastest and simplest service to its customers allowing them to accomplish more in their daily lives.
Brand Positioning
Target
Frame of Reference
Key Benefits
to End Customers
Reason to Believe
Customers, Employees, Shareholders
Provider of the fastest and most efficient service in the oil industry
More time, Improved Productivity, More Income
Customer
- In-and-out gas up, Bundled Inconveniences
- Well-defined roles, No bottlenecks, Conducive work-environment
Shareholders
- Ease of doing business
Employees
Brand Direction Objectives
To provide a unified identity for the different efforts of the company.
To take advantage of the uncontested market space in the area of service in the oil industry.
To establish the differentiating quality of SEAOIL against its competitors.
Competitive Advantage
The oil industry has been focused on winning in terms of product specs and turning their stations into commercial hubs.
SEAOIL aims to change the game by providing a level of service never before seen in the industry.
We want to bundle the daily inconveniences of our customers in a 'one-stop shop' type of station.
What role does brand play in achieving Better Before Bigger?
Fast
and
Simple
Enriching the lives of Filipinos
Kabalikat mo sa hanapbuhay
Fueling a better future
Nandito na kami! Dito na kayo!
SEAOIL CARES
Hatid ka namin
2012 Brand Amplitude, LLC All Right Reserved
Adapted from the 'Brand Identity Prism' by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156
Full transcript