Marketing Report 2014 FortyFour
Fortyfour Marketing Report Abigail Hansie Amelia Le Prevost May 2014
MISSION STATMENT 1
FortyFour delivers a cutting edge fusion of specialist technical sportswear and high street fashion. Our designers and staff are passionate devotees of sport and consumers of trend setting fashion. We know the business, we breathe the passion and we live the life.
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Fortyfour Marketing Report
CONTENTS
1 Mission Statement 4 Contents 5 About 7 Moto timeline 9 Logo 11 Colour 15 Tagline 17 Marketing Level 19 Brand Pyramid 23 Competitors 27 Brand Onion 29 SWOT 31 Customer Profile
35 4 Ps Marketing 37 Promotional 43 Place 47 Price 49 Packaging 51 Launch 53 Press Pack 55 Vision 57 Instagram 59 Appendix 81 Image Referece 83 Bibliography
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ABOUT
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FortyFour is an up and coming extreme sports information and promotional brand. FortyFour has evolved from the former brand ‘On The Edge’ we listened to the feedback and comments of our customers and followers and decided to ‘re-brand’ rather than ‘tweak’ what we already had. The clothing range now appeals to a larger target market which is already being confirmed by the number of orders being placed.
Fortyfour Marketing Report
1906
1966
Mx was introduced to USA (Janne Johansson, 1966).
First originated in th UK. (Moto Freako, 1906).
(Moto Freako, 1946).
BSA riders dominated internationally.
(LE ORIGINI, 1924).
First race took place.
1924
1946
(Pelle Granquist, 1977).
SCRAMBLES History of Motocross
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1978
First stadium SX event
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1985
USA began to win (RacerX, 1985).
2006
Frist double back flip.
(TRAVIS PASTRANA, 2006).
2011
First Monster World Cup (X Games, 2011).
(Honda Motocross Team, 1990).
First back Flip
1990
(Honda, 2013).
Ever evolving
2014
Motocross cross-country racing on motorcycles Outdoor moto tracks have given way to Supercross, an indoor artificial dirt track, Arenacross, which is essentially a smaller scale supercross, and FMX (Freestyle Motorcross) which includes jumping and air aerobic skills. This has particularly taken off in recent years with Nitro Circus undertaking US and European Tours. 8
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FORTY
YFOUR
A brand name must be easy to remember, eye-catching and good looking, and FortyFour is both of these either when written as a number or in words. Numbers are synonymous with sport and are associated with luck and positivity. The mirror image logo is simple and memorable and works well in different colours and fonts. Its uniqueness is that it does not need the words to explain who it is. The image can be used in a number of ways such as joined together in a continuous circle to give the effect of the a wheel, or designed to incorporate a track or route. 10
Fortyfour Marketing Report
Our minds are progammed to respond to colour e.g. red for danger, blue for tranquility and yellow for sunshine. People see colour before they take in any other information. FortyFour uses a spectrum of colours Black #3c, White, Storm Grey #402C, with electric pink #806C and neon green #802C being chosen for its main designs. Gone are the days when pink was used solely to target the female market, pink is now fully accepted as being unisex, and these colours make the brand stand out from the crowd - they give FortyFour energy and vibrancy. The geometric pattern used in the background continues the logo style of tracks and tyre marks. It focuses the mind with a perceptual structure of routes, maps and problem solving.
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(Abigail Le Prevost, 2014).
LBR TAGLINE
LIVE
BREATHE
RIDE
Verb
Verb
Verb
Enjoy oneself Enjoy life Have fun Be happy Live life to the full; Flourish Prosper Thrive Make the most of life.
Instil Infuse Inject Impart Imbue with Transfuse
Handle Control Steer Travel Go Move Drive Cycle
The Managing Director would breathe new life into his company
Couldn’t we just forget about work for one afternoon and live a little?
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Take a Ride on the carousel of life.
LIVE - BREATHE - RIDE Tag line. Imperative: Commands action and usually starts with a verb
MEANING A tagline is a brief phrase that can identify and capture the essence and goals of the brand whilst distinguishing it from its competitors. A simple, creative and memorable idea can give the company an extra edge, a personality even. If customers can relate to the tagline it will frequently bring the brand to the minds of its followers. 16
MARKET LEVELS
The middle market is the most lucrative, the products at this level are not cheap but these customers are happy to pay for good quality and innovative design. FortyFour will be targeting these consumers to build an ever increasing foundation of followers who are waiting for the next collection.
Fortyfour Marketing Report
FIG 1
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Haute couture & couture
High-end fashion luxury designer premium brands Designer Diffusion Lines Affordable lucxury retail brands Middle-market retail chains Middle Market
Mass Market Mass-market retail chains
Value Market Value fashion retailers Discount18retailers
Fortyfour Marketing Report
The clothing range of T-Shirts, Sweatshirts and Hoodies will be at the top level, followed by Hats, Bar Pads, Butt Patches and draw-string bags. Stickers, lanyards and phone graphics will make up the third level. The lowest level will be 'freebies' such as key rings and publicity stickers.
The highest level features the easy to wear everyday clothing, that can be worn for sports participation or general street-wear. Initially this layer will be the most costly to produce however these costs can be significantly reduced by bulk purchasing. Once the brand takes off further clothing items and accessories will be added to range The company logo and/ or name will feature prominently on all merchandise and the company colours of Black #3c, White, Storm Grey #402C, with electric pink #806C and neon green #802C will be used in a variety of different colourway combinations.
Brand PYRAMID FIG 2
Apparel
Hats, Bar pads, But Patches
Stickers, Lanyards, Phone Graphics
Freebies
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(Abigail Le Prevost, 2014).
COMPETITORS SPORT
FIG 3
RacerX
vurbmoto Mpora
Moto
LIFESTYLE
Vine
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NON SPORT
NON LIFESTYLE YouTube
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(Abigail Le Prevost, 2014).
Fortyfour Marketing Report
When looking at competitors who produce similar clothing ranges FortyFour stands out as having a unique selling point due to the interactive aspect of the brand. Although digital competition exists FortyFour has created the unique concept of consumer interaction with the emphasis being on the participation of the follower rather than the follower just being a viewer.
Ethika Owkay Clothing
NON INTERACTIVE
Oakley
Dirt Bike Kidz
Broken Clothing
NON FASHION
INTERACTIVE
FASHION
When setting out to capture the objectives of a business it is good to start by looking at the heart (or core) of your business. You must start with a clear understanding of who you are trying to communicate with and what it is you want to say. Once you have settled on this key information you can begin to add the outer layers, such as: Values: What does the brand stand for? Personality: What type of person does the brand want to appeal to? Action: What will the brand look like and what characteristics will it have?
brand onion FIG 4
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Graphic Digital Prefance Styling Fashion
Good Quality
Well Fitting
Exclusive
Androgynous
Athletic
Quality and Value.
Brand -Sports Customer
Confident
Asosated With Eco aware
Independent Adventourous Promotes brand loyalty
Sports and Leisure
Dynamic
Distinctive Logo
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SWOT ANALYSIS FIG 5
FortyFour will look to establish itself in the market place as quickly as possible both in terms of customers and suppliers. Reputation and quality are key objectives, whilst constantly observing the ever present threat of competition.
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EXTERNAL INTERNAL
STRENGTHS
WEAKNESS
-Strong brand image
-Establishing customer base
-Understanding customers needs
-Initial cash flow
-Providing excellent customer service
-Establishing supplier relationships
-Encouraging customer participation iby submitting photos, videos and write ups
-Slowness on customer participation
-Low business over heads
OPPORTUNITIES
THREATS
-Development of niche markets, USPs and lifestyle trends
-Language barrier -Interest rate changes and currency fluctuations
-Introduction of new customers through market development
-Changes to import and/or export laws that affect pricing or supply sourcing
-Competitors’ vulnerability -Global Influences i.e. Olympic Games, X-Games
-New competitors -Strengthening of existing competitors 30
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FIG 6 (Abigail Le Prevost, 2014).
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FIG 7 (Abigail Le Prevost, 2014).
4 PS OF MARKETING 35
Product Design Quality
Promotion
Campaigns Advertisement Speical Offers
Place
Retail Internet Mail Order Whole Sale
Price
Value Cost
Packaging
Hole Brand Look Feel
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Fortyfour Marketing Report
PROMOTION The ‘Digital Age’ has brought information to people’s fingertips and is available 24/7. Tap - Select - In
blurred they may soon be non-existent. The FortyFour application provides information about the brand and merchandise.
Social Media sites have opened up everyones lives to the masses - choices and decisions can be studied, discussed and commented on. The world is getting smaller all the time but from a business perspective that is good with potential customers and followers living anywhere in the world. Our smart phones and tablets not only allow us to communicate with each other they are cinemas, televisions, music centres and books, as well as shopping malls and mini universities, ‘spas for the mind’.
Fashion Trend & Forecasts where MX meets Street Wear Store 44
‘Youtube is the 2nd most utilised search engine on the planet with brands creating their own channel.’ Wheeler, A (2013)
The lines between business, work and leisure are now so
crowdsourcing is the way forward. With all the new technology and with it improving from day to day, it’s now easier then ever to upload imagery to the Internet. Not only will The FortyFour application provides information about the FortyFour promote the lives of the big motocross riders but brand and merchandise. Followers will see and access: consumers want to know about brand followers, giving the reader the chance to post videProduct offering os and write ups about their life MX News around Moto, they will want to Event Results know everything, from videos Updates Up and coming events, compe- on how they prep for a race day, to the foods that get their titions and shows energy levels up, encourage Track information i.e. directhem to spill their top tips and tions, level of complexity secrets from how to improve Innovation and testing of new their performance to how to get kit, helmets & accessories the white back on their kits. Kit trends
But crucially the application is a promotional strategy and interactive, users can take part in discussions and share experiences sharing, and be invited to send in photos and upload videos to share with other MX fans and followers. Another promotional strategy, 37
Competitions will encourage everyone to get involved, by offering up prizes FortyFour will soon grab their attention. The design of the application will be eye-catching, identifiable and easy to use with the ‘FortyFour’ logo against a plain background.
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(Abigail Le Prevost, 2014).
Fortyfour Marketing Report
Draw string goodie bags with FortyFour logo printed on can be re-used
Postal tubes used to send out garments and bar pads will have to logo on to encourage customers to re-use them for storage.
Stickers given out at events and sent with every parcel
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Degradable plastic mini pit boards as price tags are then used as key rings
Vintage fuel cans will be re-cycled sprayed and branded with vinyl stickers they can be used for advertising purposes and press packs
FortyFour key rings to distribute at events and giveaways
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Metallic silver padded envelope used for smaller purchases, which looks like the metal flooring, and can be re-used a number of times.
Selling of FortyFour merchandise to the public is via the direct routes of the application and a website, with Instagram and Facebook campaigns capturing followers and leading them to the sales sites. Instant updates will be sent out on Twitter to encourage brand awareness and loyalty. Advertisements for mail order will be placed in appropriate publications such as magazines and Moto catalogues. Direct selling to the public will initially be by taking a stall or stand at events and competitions. Selling through retail stores will be considered once the brand has been established and can be sold as a stand alone product. All sale mediums will be reviewed constantly and tweaked and changed in relation to the time of year, events and product range. 43
PLACE 44
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(Abigail Le Prevost, 2014).
£
PRICE
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Pricing must be competitive and continually reviewed to ensure that the formula being used is still correct and relevant in a fast-changing marketplace. It may feel that some items are not expensive enough whilst others seem overpriced but the trick is getting the balance right. Selling fewer products at a higher price may generate a larger profit than selling more at a lesser price, depending on the manufacturing cost of each item.
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Special Offers and free gifts are an excellent way of drawing purchasers in and does not necessarily need to be expensive. Distinctive and well designed stickers and badges can become a sought after item with followers who are eager to display their brand knowledge and loyalty. FIG 8
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PACKAGINGS The impact of packaging must not be underestimated. The key word here is ‘Re-usable’ rather than just recyclable. The point of difference at FortyFour is that the customers will be encouraged to re-use the packets that their goods arrive in, labels will be of a size and shape that can be easily covered over for re-use. All packaging will be ultra-light, durable and the eye-catching ‘FortyFour’ logo will appear on everything from envelopes to cardboard tubes which will be made from recycled material. Where possible packaging will have other uses such as the roller wrapping for t-shirts and underwear will be used as a motorbike bar pad. ‘Packaging’ also extends to the look adopted by the sales force who will man stalls and stands at events and competitions. They will be kitted out in Team 44 jerseys and flat peak hats.
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launch FIG 9
Invite:
FortyFour Launch Event
Where:
Pro Nationals MX Festival in Weston-Super-Mare
When:
07 & 08 June 2014
Who’s Invited: A List Bloggers Press Pro-Riders Industry Insiders B List Riders Team Members Commentators C List General Spectators What’s Happening: FortyFour will have a small marquee housing a stand, the tag-line will be prominently displayed on the outside, whilst inside merchandise will be both displayed and for sale. A screen inside the marquee will show still shots and videos collected by FortyFour via a # link. Guests will be invited in for a drink and a chat so they can get the feel of the brand.
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press pack The most influential invited guests will receive a Petrol Can Press Pack along with their invite. Sent using re-cycled packaging materials, this old style can sprayed black with vinyl FortyFour neon coloured stickers attached to it will contain the following items:
FIG 10
A copy of the press release (which they will also receive digitally) Business Card Product information & Photographs Product samples i.e. T-Shirt, sticker & keyring FortyFour Lanyard with a look book attached including photos of the merchandise & riders Calendar showing key MX dates
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FortyFour having no brand recognition within the sector must prove itself through its initial campaign. Brand awareness must be increased to enable the company to begin the journey to own the market by creating innovative products. The ultimate success will be measured by brand recognition within the sector and market share in product sales. Having identified a gap in the market FortyFour must now fill it.
Vision
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APPENDIX 60
Fortyfour Marketing Report
BRAND PYRAMID FIG 1
Some market levels such as ultra premium and top of the range do not generate great profits but they are great promotional tools. To increase revenue brands will offer lower priced ranges to make their goods available to a wider audience.
Top of the Range
Main Ready-To-Wear
Diffusion collections & collections with wider market appeal
Fragrances, Cosmetics, Sunglasses, Low-Prives Acessories
FASHION MARKETING LEVEL
FIG 2
Haute couture fashion is often viewed as unwearable by the general public. However these flights of fancy once filtered down provide the basis for fashion trends. Ideas taken from this top level are distilled into readyto wear designer fashion collections which, when watered down even further set the direction for fashion mass marketing.
TRICKLE DOWN
Haute couture & couture High-end fashion luxury designer premium brands
Designer Diffusion Lines Affordable lucxury retail brands Middle-market retail chains Middle Market
Mass Market Mass-market retail chains Value Market Value fashion retailers Discount retailers
BUBBLE UP
Fortyfour Marketing Report
A map illustrating the position of the brand competitors and their place in the market place. 63
POSITIONING OR PERCEPTUAL MAP
FIG 3
HIGH
FASHIONABILITY - STRONG INTERPRETATION OF FASHION FRENDS
BRAND E BRAND C BRAND D
Price High
BRAND B
BRAND A
LOW
Price Low
FASHIONABILITY - STRONG INTERPRETATION OF FASHION FRENDS 64
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BRAND IN ACTION BRAND VALUES ESSENCE BRAND PERSONALITY
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BRAND ONION
FIG 4
It is easy to make is to put together something that is appealing on the outside but which has no depth or centre, so start at the heart and let the ideas permeate outwards. 66
Fortyfour Marketing Report
A swot analysis is a planning method used to identify and assess: Strengths Weakness Opportunities Threats It is important to carry out this type of evaluation as it helps in planning how the objective will be achieved by identifying internal of external factors that may affect performance. 67
SWOT ANALYSIS EXTERNAL INTERNAL
FIG 5
STRENGTHS
WEAKNESS
-Reputation of the company, brand or fashion label -Distinctive signature style and VSP -Strength of the creative and technical team working to support designer -Strong relationships with suppliers -Loyal core customer base -Strong management and excellent ability to integrate business and deign functions -Contract with very good PR company -Good credit facilities with suppliers
-No clear UPS - undifferentiated products that look similar to other fashion labels -Lack of creative and technical support. Designer has to do everything themselves and is overstretched -Weak relationships with Suppliers -Not yet built a reputation with buyers and customer base not yet established -Cash flow or financing problems -Lack of business or marketing expertise -Do not have a website or has one that customers find difficult to use.
OPPORTUNITIES
THREATS
-Potential to take on an agent or PR company -Relaxation of import duties, opening up of new markets -Potential to diversify into subsidiary products such as stationery, homeware, or beauty products -Strategic alliance or opportunity to partner with others with complementary skills -Rise of social marketing - opportunity to raise awareness and promote products -New fabric or manufacturing technology -New supply sources become available -Government trade incentives.
-Changes in fashion trends, signature look of product foes out of style or becomes wrong for the market. -New competitor enters market -Changes in import or export laws that affect pricing or supply sources -Changes to exchange rates or interest rates -Rise in operating costs -Changes to trade laws -Economic downturn - difficulty in gaining credit -Key buyer drops the range 68
Fortyfour Marketing Report
CUSTOMER PROFILE
FIG 6
Fox Helmet 100% Goggles Fox Boots Michael Kors Purse Uggs Apple Laptop Mac/Benefit Make-up Passport RedBull Go Pto Iphone Fox Moto Trouses
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FIG 7
Fox Helmet Apple Lapptop New Era Hat Troy Lee Designs Jersey Go Pro Iphone Nike Trainers Ethika Boxers Fox Boots Famous T-shirt Deft Family Gloves
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Fortyfour Marketing Report
BRAND IDENTITY CONSUMER IDENTITY
BRAND IMAGE
LOGO + PRODUCTS + PACKAGING + DISPLAY + PROMOTION + WEBSITE
BRAND IDENTITY
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BRAND TOUCHPOINTS SALES PERSON PROMOTION
WINDOWS & DISPLAYS
PR PRESS MEDIA
ADVERTISING
EXPERIENCE IN STORE
BRAND
LOYALTY PROGRAM
PACKAGING SHOPPING BAG LABELING
RETRUNS POLICY
WEBSITE GARMENT PERFORMANCE CLEAN CARE
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GAMENT FIT QUALITY STYLE
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FIG 8
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Fortyfour Marketing Report FIG 9 Pro Nationals is one of Europe's most high profile Motocross championships. Since its inception in 2007, the series has given thousands of young, old, professional and amateur riders the opportunity to compete at the best venues in front of thousands of fans whilst our communications arm has worked tirelessly to achieve the media coverage such a heroic sport deserves. e22 sports brings the Pro Nationals Festival back to Weston-Super-Mare on the weekend of the 7th & 8th June 2014. Here for the second year running it is now set to be the biggest, craziest motocross and action sports festival in the UK. The spectacular setting of Weston’s beach will be transformed into an adventure playground for 2 days of non-stop live action sports entertainment HEADLINED by world class motocross racing and an awesome line-up of action sports fun
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FIG 10 Press Statement FortyFour's ambitious launch at Pro Nationals MX Festival Innovative new-comer FortyFour will be launched at the Pro Nationals MX Festival, Weston-Super-Mare on 07 - 08 June 2014. The brain child of Abigail Le Prevost FortyFour fuses the high tech world of sport clothing and High Street fashion wear. FortyFour's first range targets the dynamic MX sports with the promise of more sporting fusion to come. Young entrepreneur, Abigail Le Prevost explains ‘I know there is a gap in the marketplace for sports fans and participants to take their unique style outside the arena into their everyday life and FortyFour is dedicated and passionate about bringing that to fruition through our exciting blend of technical wear and cutting edge fashion. We will make the range available through our website and our new app will not only showcase the clothing and accessories range, but provides a platform where our followers can get involved by uploading photos and videos of their own MX sporting achievements, and comment on everyone else’s!'
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Image REFERENCES Abigail Le Prevsot. (2014). Start Straight . [Photograph] 3 May 2014. Jersey, Channel island [Accessed 5 May 2014]. Abigail Le Prevsot. (2014). Butt Patch . [Photograph] 3 May 2014. Jersey, Channel island [Accessed 5 May 2014]. Abigail Le Prevsot. (2014). The View . [Photograph] 3 May 2014. Jersey, Channel island [Accessed 5 May 2014]. Abigail Le Prevsot. (2014). Customer Board W . [Photograph] 22 April 2014. Guernsey, Channel island [Accessed 22 April 2014]. Abigail Le Prevsot. (2014). Customer Board M . [Photograph] 22 April 2014. Guernsey, Channel island [Accessed 22 April 2014]. Abigail Le Prevsot. (2014). Bar Pad . [Photograph] 3 May 2014. Jersey, Channel island [Accessed 5 May 2014]. Abigail Le Prevsot. (2014). At the end of the tunnel . [Photograph] 3 May 2014. Jersey, Channel island [Accessed 5 May 2014]. Honda Motocross Team. (1990). 1990 Honda Motocross Team MotoFreako Welcome to my “MotoFreako” World, where you will find pictures and tales of motorcycling, vintage dirt-track racing, speedway riders, mountain biking, custom bicycles, music, photography and just about anything else that gets my motor running. C.Browne on Big Uplands, February 1946. [Online] 2012. Available at http://Http://motorcyclesonline.com/1990-team-honda-motocross/ [Accessed 8 May 2014]. Honda. (2013). Honda Motocross Bikes 1973-2014 . [Online] 2013. Available at http://Http://www. btosportsnews.com/2013/09/honda-motocross-bikes-1973-2014-history-lesson/ [Accessed 8 May 2014]. Janne Johansson. (1966). Janne Johansson på Lindström i Sittendorf 1966 från Nisse W. [Online] 1966. Available at http://Http://www.classic50mx.com/oldschool.html [Accessed 8 May 2014].
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LE ORIGINI. (1924). Scrambles. [Online] 1924. Available at http://Http://cross360.altervista.org/ cross_le_origini.html [Accessed 8 May 2014]. TRAVIS PASTRANA. (2006). Travis Pastrana . [Online] 2006. Available at http://Http://www.fmxschool.com/gallery/riders_travispastrana.htm [Accessed 8 May 2014]. X Games. (2011). 2011 Monster Energy Cup Preview . [Online] 2011. Available at http://Http:// xgames.espn.go.com/rally-moto-x/article/7084946/2011-monster-energy-cup-preview [Accessed 8 May 2014].
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BIBLIOGRAPHY Brand Atlas (Wheeler, A. 2013) Designing Brand Idesntity. 4 ed. Canada: John Wiley & Sons, Inc. Pg 3 Broken Clothing (2104) Broken Clothing [Online] Available at http://Http://www.brokenclothing.us [Accessed 12 May 2014] Dunn, M (Wheeler, A. 2013) Designing Brand Idesntity. 4 ed. Canada: John Wiley & Sons, Inc. Pg 71 Easey, M (2013) Fashion Marketing . 3 ed. UK: Blackwell Publishing. Fox Head (2014) Fox head [Online] Available at http://Http://www.foxhead.com/uk [Accessed 12 May 2014] Jennys Chiuchionlo. (2013). Ryan Villopoto Story of a Champion. [Online Video] 27 October. Available at http://Https://www.youtube.com/watch?v=oieAVkfxUu8 [Accessed 25 February 2014]. Monster. (2014). Supercross Behind the Dream Ep1. [Online Video] 19 January . Available at http://Https://www.youtube.com/watch?v=cJrJ192gR2M&list=UUhK2iIEEG_SHn0VCL1LdaKQ [Accessed 20 January 2014]. Owkay Clothing (2013) Owkay Clothing [Online] Available at http://Http://owkayclothing.com [Accessed 12 May 2014] Pastrana, T (2013) Nitro Circus Live [performance viewed; 29 November 2013, Earls Court, London] Pierson, P (Wheeler, A. 2013) Designing Brand Idesntity. 4 ed. Canada: John Wiley & Sons, Inc. Pg 78 Posner, H (2011) Marketing Fashion. 1 ed. London: Laurence King Publishing Ltd. RaceXonline (2014) RacerX [Online] Available at http://Http://racerxonline.com [Accessed 12 May 2014] Towey, G (Wheeler, A. 2013) Designing Brand Idesntity. 4 ed. Canada: John Wiley & Sons, Inc. Pg 150c Vurbmoto (2014) Vurbmoto [Online] Available at http://Http://vurbmoto.com [Accessed 16 May 2014] v Wheeler, A (2013) Designing Brand Idesntity. 4 ed. Canada: John Wiley & Sons, Inc. YouTube (2014) YouTube [Online] Available at http://Https://www.youtube.com [Accessed 16th May 2014] 83
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