Catalina Marketing Corp., a major player in the retail point-of-sale and coupon markets, is developing new corporate positioning.
The main changes are in the St. Petersburg, FL, company's brand architecture and a new corporate logo. Several subsidiaries will be rebranded under the Catalina umbrella to better target retailers, manufacturers and service providers.
Health Resource Publishing becomes Catalina Health Resource; Market Logic becomes Catalina Marketing Direct Marketing Services and Alliance Research is renamed Catalina Marketing Research Solutions.
A branding campaign will make public the changes. Ads will run in trade publications, and new sales collateral will be distributed. The catalinamarketing.com site will be relaunched. Finally, a new trade show booth will debut at industry conferences this month and in May.
Catalina began operations 20 years ago as a point-of-sale coupon company. Over that period, it has created a portfolio of behavior-based marketing services with the sixth-largest decision-support database in the world.
Besides in-store communications, Catalina's services include direct mail, in-pharmacy newsletters, market research and sampling. Its reach extends to 250 million individually targeted communication touch points.