In order to give our clients an over-all package of branding solutions, developing corporate identity, retail lobbying and public relations, we first and foremost seek to study the goals of the company whom we intend to connect with, the product identity and the company's commitment to aim for optimum branding of its product. Cinterra Group's offices constitute a wide base for authentic meetings with the best of Israeli entrepreneurs. Every week dozens of entrepreneurs arrive and come up with new ideas or products, and ask for professional help and creative ideas to promote their enterprise.
Through proficient surveys and other tools, we conduct a feasibility study for the product and according to the findings assess our options for promoting its introduction into the retail market. Unfortunately, we have to let go of some of the products and ideas initiators, if the feasibility study shows poor prospects for the product's success. According to the troublesome statistics, only one out of ten products that penetrates the marketing networks in Israel eventually succeeds, and only less than one percent of all new products in the Israeli market manages to penetrate the big chain-stores shelves, as those don’t rush to take on new players, all the more so if they are small and unknown. We have to find added and unique value in the product, since without this added value - the marketing networks will not find any interest in the product.
After deciding on a mutual agreement, we develop retail strategy for Brand Equity, which includes a planogram (the planning of products display on the shelves according to consumers behavior model); the chain-stores and branches names where we want to put the product; the dates for the product introduction to the shelves; and specific points of sale which we aim to target.
Correspondingly, we get set for brand conceptual development, its diversification against competing brands in the market while paying attention to its benefits and disadvantages regarding its competitors, and its promotion through various marketing tools with cooperation with all sorts of distribution and marketing channels and with a range of communication channels.
When the desirable niches are decided on, as well as the strategies and branding method, the diversification and positioning, we conduct comprehensive fieldwork convincing branch and category managers in the marketing networks, selected niche-store managers, and decision makers in the distribution channels to introduce the product we promote to their shelves with an optimal display. Part of our job is to ensure that these functions will understand that what's worthwhile to our client, to the small promoter, will eventually be worthwhile to them as well. We get them to recognize the general mutual interests, and also, that if promotion of the product is stopped, the consumers will be affected as well by being exposed to big corporation brands only - those who treat our supermarket trolley, kitchen and bathroom as their own.
This process of introducing the product to the marketing networks is supported by intensive public relations using the media to create prominence. Even a good product will have difficulty in getting the intended consumers attention; break into a market glutted with large brand names and survive the tough competition, if its introduction to the market is not be backed by media echo.
Our PR department works hard on raising the public awareness of the new product, and acts according to the client's needs and the messages he wants to get across.
Concurrently with serving our clients through the media – the press, T.V, radio, internet – and after segmenting the market according to the client's purposes, and nature of its messages, our company establishes contacts with relevant opinion leaders; forms pressure groups; holds lobbying among influential authorities in local communities; local authorities; ministries; trade unions; associations and organizations and among investors and directors who could help promoting the product in the Israeli market.
The whole process, together with creating the brand name and image also establishes a good reputation for the company and nurtures its "esprit de corps" thanks to an increase in sales and positioning in the Israeli market. The process is accompanied by regular consecutive meetings with the client, participation in his conflicts and decisions and constant consultation that supplies answers and solutions to all his needs. In addition, we prepare programs for the client to handle image-crises and scenarios for a rainy day.
Our purpose is, that by the end of the process the frustrating phrase: "what a pity the public and interested parties don’t know enough about my firm and my products" will not be mentioned again by the small and medium companies managers.