By: Ashley Woosley Merchandising: Concept to Consumer
Table of Contents Story……………………………………………………………………….Pg. 3
Origin……………………………………………………………………...Pg. 4 Original Products………………………………………………………Pg. 5 New Line…………………………………………………………………Pg. 6 Cool Customer………………………………………………………….Pg. 7
More Cool Customer………………………………………………….Pg. 8
Product Classifications……………………………………………….Pg. 9
Line Sheet 1……………………………………………………………..Pg. 10 Line Sheet 2…………………………………………………………….Pg. 11
Line Sheet 3……………………………………………………………..Pg. 12 Line Sheet 4……………………………………………………………..Pg. 13
Cost Sheet 1……………………………………………………………..Pg. 14
Cost Sheet 2……………………………………………………………..Pg. 15 Cost Sheet 3……………………………………………………………..Pg. 16 Cost Sheet 4……………………………………………………………..Pg. 17
Inspiration Board……………………………………………………….Pg. 18 Mission Statement……………………………………………….…..Pg. 19 Mission Philosophy………………………………………………
…Pg. 20
Development Calendar…………………………..…………………Pg. 21
Unit Distribution………………………………………………………Pg. 22 Location……………….………………………………………………..Pg. 23
Fixture A……………………….………………………………………..Pg. 24 Key Code Sheet: Fixture A…..……………………………………..Pg. 25
Fixture B………………………………….……………………………..Pg. 26 Key Code Sheet: Fixture B……………………………………..…..Pg. 27
Table of Contents pt. 2
Fixture C……………..…………………………………………………..Pg. 28 Key Code Sheet: Fixture C…………………………………………..Pg. 29 Introductory Floor Plan………………………………………………Pg. 30 Maintenance Floor Plan……………………………………………..Pg. 31 Clearance Floor Plan………………………………………………….Pg. 32 Marketing Budget…………………………………………………….Pg. 33 Marketing Plan Objective 1………………………………………...Pg. 34 Objective 1 continued………………………………………………..Pg. 35 Marketing Plan Objective 2…………………………………………Pg. 36 Objective 2 continued………………………………………………..Pg 37 Marketing Plan Objective 3………………………………………….Pg 38 Objective 3 continued…………………………………………………Pg. 39 Marketing Plan Objective 4………………………………………….Pg. 40 Objective 4 continued…………………………………………………Pg. 41 Marketing Plan Task Calendar……………………………………….Pg. 42 Press Release………………………………………………………….....Pg. 43 Company Bio/ Business Card…………………………………………Pg. 44 Line Sheet 1……………………………………………………………….Pg. 45 Line Sheet 2………………………………………………………………Pg. 46 Line Sheet 3……………………………………………………………….Pg. 47 Line Sheet 4………………………………………………………………Pg. 48
Well here’s our damn story…
Mission statement: "Beer can make even the most benevolent of men do the most questionable of things...we decided to make soap - out of beer - and change men's grooming for the better."
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Our origin American-made
Use the 90% of “bottom of the barrel” ingredients that are wasted each year from U.S. breweries Use natural ingredients like oats, hops, barely, and wheat Donate a bar of soap to those in need for every Damn Handsome purchase
Flagship store: Kalamazoo, Michigan
Work Hard. Do Good. Stay Handsome.
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Our original products
Beard Oils
Beer Soaps
Campfire Candles 5
Our new hair care product line Our new men’s hair care line will include 3 separate lines (Damn Clean!, Damn Soft!, and Damn Volume!). Each line will include a shampoo, conditioner, and hair styling gel. The Damn Clean! line will also carry a dry shampoo. All products will be available in 8oz or 3oz.
Damn Clean!
Damn Soft!
Dam Volu n me !
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Our damn cool customer
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Meet the handsome Jimmy Bloom
• Midwest based • Currently living in small-town suburbia, used to be a city guy • Cold winters, warm summers • Has 1-3 kids and a cool wife • Graduated from an art school • Has definitely worked in either a record or book store at some point in his life • Most likely sports a man bun
years old
Income: $50,000$60,000 Occupation: works in the music, brewing, or art industry Religion: Any Race: Any
Loves shopping socially responsible brands Cares about his appearance Listens to Father John Misty on repeat Loves to hang with 7 the guys
More info about Jimmy Bloom
Favorite movie: The Place Beyond the Pines because of the nice soundtrack and pretty nature-focused cinematography Favorite restaurant: True Food (when willing to spend $$$) Favorite bands: Father John Misty, Blood Orange, Radiohead, Smashing Pumpkins Tech-savvy?: Knows his way around an iPhone or two Where he shops: Thrift stores, socially conscious brands Shopping behavior: Quality focused, semi-price conscious Favorite location: Parks or Lake Michigan Political views: HATES Donald Trump Hobbies: Riding his bike, listening to old records, hiking, fishing, and embarrassing his kids 8
Our product classifications Style Numbering 1. YEAR 1. 2017 2. SEASON A. Fall 3. CLASS 1. Shampoo 2. Conditioner 3. Styling Cream 4. Dry Shampoo
4. SUB CLASS 1. Shampoo 1. Clean 2. Soft 3. Volume 2. Conditioner 1. Clean 2. Soft 3. Volume 3. Styling Cream 1. Clean 2. Soft 3. Volume 4. Dry Shampoo 1. Clean
5. SIZE 1. Travel size (3 oz) 2. 8 oz Example: 1A322 1. 2017 2. Fall 3. Styling Cream 4. Soft 5. 8 oz 9
Line sheet: Damn Soft! Shampoo
Style #: 1A122 Description: Softening shampoo made with natural ingredients like coconut milk, olive oil, and lavender oil Sizes Available: 8 oz, 3 oz Retail Price: $16.00, $8.00
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Line sheet: Damn Volume! Conditioner
Style #: 1A232 Description: Volumizing conditioner made from all natural ingredients like coconut oil, wheat, and barley Sizes Available: 8 oz, 3 oz Retail Price: $16.00, $8.00
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Line sheet: Damn Clean! Styling Cream
Style #: 1A312 Description: Clarifying styling cream made with all natural ingredients like oatmeal, coconut oil, and eucalyptus oil Sizes Available: 8 oz, 3 oz Retail Price: $12.00, $6.00
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Line sheet: Damn Clean! Dry Shampoo Style #: 1A411 Description: Clarifying dry shampoo made with all natural ingredients like oatmeal, coconut oil, and eucalyptus oil Sizes Available: 8 oz, 30z Retail Price: $10.00, $6.00
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Cost sheet: Damn Soft! Shampoo
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Cost sheet: Damn Volume! Conditioner
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Cost sheet: Damn Clean! Styling Cream
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Cost sheet: Damn Clean! Dry Shampoo
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Our Inspiration
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Mission Statement ď‚Ą
"Beer can make even the most benevolent of men do the most questionable of things...we decided to make soap - out of beer - and change men's grooming for the better.“
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Mission Philosophy ď‚Ą
This brand extension of Damn Handsome Grooming Co. will feature a new line of clarifying, softening, and volumizing hair care products for men. You can find these all-natural and cruelty free products at 5 Target Midwest stores from August- November . Natural and easy is what we do best. Now we are ready to make a man’s morning hair routine as simple, smart, and damn handsome as the fellow himself. 20
Development Calendar
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Unit Distribution
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Location: Target
North Chicago, IL Store Layout Plan
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Fixture A: End-Cap
3-layered shelving unit as an end-cap to introduce the product Each layer will feature the clean, soft, and volumizing lines separately Introductory floor plan Unit capacity: 150 24
Key Code Sheet: Fixture A
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Fixture B: Gondola Shelving
Maintenance and Clearance floor plans
This will adhere to Target’s normal merchandise assortment on their gondola shelving
Unit capacity: 200 26
Key Code Sheet: Fixture B
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Fixture C: Back Storage
This fixture will be used in all stages of the floor plan
Simple shelving unit that will be in Target’s back storage holding extra inventory that is not on the floor
Unit capacity: 200 28
Key Code Sheet: Fixture C In regards to Fixture A
In regards to Fixture B
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Introductory Floor Plan
Beginning on hand: 252 units
Sales: 210
Ending on hand: 42 units 30
Maintenance Floor Plan
Beginning on hand: 42 units
Sales: 30
Ending on hand: 12 units 31
Clearance Floor Plan
Beginning on hand: 12 units
Sales: 12
Ending on hand: 0 units
*Clearance floor plan is the same as Maintenance floor plan because Target keeps sale products in their original placements and just adds clearance tags directly on the product or will change the price tag on display. 32
Marketing Budget Total retail value = $3,062 •5 stores in the Midwest Total Marketing Budget = $2,296.50
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Marketing Plan Objective 1 ď‚Ą
Objective: increase in-store sales by 20% by September 2017.
ď‚Ą
Strategy: create an end of summer kickback for men at the end of August to come into Target after store hours to relax, bond with other cool dads, and have a beer while learning more about Damn Handsome Grooming products 34
Objective 1 continued… Tactics: 1. Keep Target open after hours one night ($300) 2. Partner with beer brand Target already supplies and set out for men to drink ($150) 3. Set up stations with Target workers explaining the new products and how they work; can wash and style the men’s hair ($0, can use their own tables/ set-up) 4. Allow for the men to purchase items that night ($0) 5. Clean up event afterwards ($0)
•Evaluation Method: •The finance manager will review sales before September 2017
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Marketing Plan Objective 2
Objective: increase social media followers by 100 followers by October 2017.
Strategy: create social media campaign that features Damn Handsome Grooming products on real everyday men on Target’s instagram and facebook profiles
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Objective 2 continued… Tactics: 1. Pay real men to be featured in social media campaign($300) 2. Come up with Damn Handsome slogan geared towards Target ($0) 3. Shoot video content around local towns and Target shop areas ($100) 4. Social media manager gets to work on content planning and managing ($150) 5. Publish content to sites and track analytics($0)
•Evaluation Method: •The social media manager will review and track social media traffic before October 2017 •Compare the data from the launch in August and the following it has gotten since October
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Marketing Plan Objective 3 ď‚Ą
Objective: increase on-line sales by 30% by November 2017.
ď‚Ą
Strategy: create in-store coupons that will be given to customers to then continue their Target experience and buy more products online for exclusive online deals.
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Objective 3 continued… Tactics: 1. Plan what price deal it will be for Damn Handsome Products($0) 2. Marketing manager comes up with which method would be most successful in distributing coupons in-store ($200) 3. Marketing manager designs the look of the coupons before they are distributed ($150) 4. Print out physical copies of the coupons ($150) 5. Pass out coupons in-store to every customer after buying ($0)
•Evaluation Method: •The marketing manager will review and track on-line traffic before November 2017 •Translate data to see how many customers at check-out used the online coupon code
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Marketing Plan Objective 4 ď‚Ą
Objective: increase brand awareness by 50% by February 2018.
ď‚Ą
Strategy: create in-store marketing opportunities like heavier signage or featured products once every month. Also, use products in Target aired commercials.
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Objective 4 continued Tactics: 1. Rethink floor plan and come up with special area to “feature” new products ($0) 2. Marketing manager comes up with including heavier signage in the aisles($100) 3. General manager practices better upkeep with product representation and cleanliness ($50) 4. Target Production crew can feature Damn Handsome products within their holiday commercial ($100) 5. Production of commercial and it being aired worldwide($555)
•Evaluation Method: •The general manager will review and track instore traffic and ales before February 2018 •Marketing Manager will translate data to see how many customers bought the Damn Handsome products after the commercial airs
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Marketing Plan Task Calendar
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Press Release
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Company Bio ď‚Ą
Damn Handsome Grooming Co. was founded by a husband and wife in Michigan who had a love for beer and wanted to stop wasting so many ingredients from brewing.
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They turned their resourcefulness into a business that serves men an all-natural and sustainable method of looking good. ď‚Ą
Today the company remains small and is headquartered in Kalamazoo, Michigan.
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Line Sheet 1 Style #: 1A122 Description: Softening shampoo made with natural ingredients like coconut milk, olive oil, and lavender oil Sizes Available: 8 oz, 3 oz Retail Price: $16.00, $8.00
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Line Sheet 2 Style #: 1A232 Description: Volumizing conditioner made from all natural ingredients like coconut oil, wheat, and barley Sizes Available: 8 oz, 3 oz Retail Price: $16.00, $8.00
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Line Sheet 3 Style #: 1A312 Description: Clarifying styling cream made with all natural ingredients like oatmeal, coconut oil, and eucalyptus oil Sizes Available: 8 oz, 3 oz Retail Price: $12.00, $6.00
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Line Sheet 4 Style #: 1A411 Description: Clarifying dry shampoo made with all natural ingredients like oatmeal, coconut oil, and eucalyptus oil Sizes Available: 8 oz, 30z Retail Price: $10.00, $6.00
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