Wings 4 Profit
A three stage process to co-create brands with customers

Download Detailed Wings4Profit Process

It is Seagull’s unique brand planning tool, specially developed for marketers who wish to structure their brands and package them in a way that makes them attractive to clients and stand out amidst competition. Wings 4 Profit is based on a simple marketing truth—products have rationales, but brands are built around emotions. Wings 4 Profit is a three stage process-
Brand Challenge, Brand Wings and Brand Flight Map.



Brand Challenge
• Will give you competition overview
• Will give you consumer preferences
• Will give you key emotional drivers of the TA (Target Audience)
• Will show you profit opportunities
• Will show you the TA’s current beliefs/behaviours

Brand Wings
• Helps you locate the profit opportunity for your brand
• Gives you a direction to lead your TA’s thinking/behaviour
• Helps you know what the TA feels strongly about
• Helps you tap into the TA’s strongest emotions in such a way that the TA is   receptive to your brand
• Helps you come up with the TA mindset that is most receptive to our brand
• Helps us come up with a Brand Persona that is in sync with the emotions    that we will tap in the TA
• Gives you a Branding Idea- a concept that unifies all our communications    for the brand
• Helps come up with a Logo- the brand identity

Brand Flight Map (BFM)
• Gives you a rollout plan on how to enter the market
• Gives you suggestions on the various Ps stated below so as to engage
   the TA and stand out in the market:
   • Product Policy
   • Pricing Policy
   • Packaging Policy
   • Placement Policy
   • Purchase Experience
   • Prosumer Policy
   • Promotion Plan

By engaging the client through the W4P process, Seagull develops
& executes:
Marketing Strategy: To find who is the target consumer through Need-Gap Analysis identifying key emotion.

Consumer Strategy: To build a brand that consumers can relate to and thus helps to engage consumers.

Media Strategy: To find the best media mix to reach target consumers.

Integrated Marketing Communication: To engage target consumers and in the process generate enquiries, hold congregations and have a 360 degree cross-media approach to engage consumers.

There are three levels of interaction that we engage in:


Advisory – In this capacity, we would serve as your backstage resource, meeting with the team charged with launching this initiative. The role would include sounding board for plans, ideas and strategies, devil’s advocate on key initiatives, third-party objective review source and oversight of the launch itself.

Consultative – In addition to the responsibilities and contributions above, we would also engage the services of key industry consultants to help us deliver on our promised objective.

Collaborative – In addition to the roles described above, we would work alongside your team to do the work required to accomplish the objective stated above. We will convert your business objective to the marketing communication objective and develop plans to achieve the same. We would also analyse the response to each initiative and recommend further action.