Me, Myself &I
A Trio Of Fragrances For All Versions Of You.
Danni Wood Promotional Plan Fashion Communication and Promotion Creative Networks FASH10106
3 5 11 17 2129 33 37 41 46 Introduction
Key Insights
Our Brand
The Consumer
Creative Concept
Social Media
Contents...
Retail Experience
Advertising
Digital Media
Direct Marketing
ME MY SEL F &I 3
How can we craft a fragrance product that screams diversity? Is there a possibility to fill a gap in the current market? After all, a leading brand relies on the strength of their product. (Taylor, 2010) When deconstructing various ideas, a finalised concept and product has been bought into existence, the creation of ‘Me, Myself and I’; a new range of solid fragrances. Building a brand from scratch has implications. Currently, we’re anonymous to our target market with the limitation of a profile and previous insight. (Lea-Greenwood, 2012) However, we aim to introduce our brand through promotional elements to raise awareness, encourage sales and deliver quality to consumers. Our first objective is to be specific, making consumers aware of our products benefits, acknowledging its personal qualities to drive sales. Additionally, we aim to measure the increase of our social media connection, whilst identifying sales figures to improve unpromising results. As the brand is unrecognisable we need to concentrate on making results achievable through discounts and sale promotions to encourage consumers to purchase. Relevance is key to focus on consumer’s current lifestyles. Our last objective involves time; we aim to display promotional elements at specific times when consumers are likely to acknowledge our brand. (Lea-Greenwood, 2012) Therefore, this report will illustrate the structure of our marketing strategies and express the usage of our promotional elements.
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KEY INSIGHTS
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Figure 1- (Varga, 2015)
Initially, our fragrance was formed around the wider cultural trend of female fitness, focusing on the neutrality of clean and non-strenuous exercise to build a more confident bodily shape for women (Varga, 2015); this generated our fresh gym fragrance for post-exercise use. At this point, we discovered that women’s sports fragrances were inelegant and out of date, resulting in the establishment of an elegant and sophisticated product. The solid substance took center stage to take consumers on a more unfamiliar journey into the world of practicality, with a smaller percentage of risks! Through the adaptation process, we decided to expand our range providing 3 products in total. After discovering that exercise was a small feature of our consumers lifestyle, we aimed to reach additional features with a day and night product. We intend to take consumers on a personal journey with a fragrance that is suited to their lifestyle. This mainly derived from the growing and upcoming trend of personalised products within beauty. Consumers are attracted to the ‘just for me’ narrative. (Carr, 2014)
KEY
Figure 2(Varga, 2015)
Figure 3- (Varga, 2015)
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INSIGHTS
Figure 4- PEST analysis (own work) 2015
Figure 5- SWOT analysis (own work) 2015
GOVERNMENT POLICY- ‘Me, Myself and I’ have
to be prepared for the government to change after 5 years as this could result in a shift of company policies, including the change of tax and employment laws.
ENERGY SUPPLY- As we are starting off with our
products in concessions, there is less expense on electricity spends. However, in the future when we aim to have our own retail store, we need to plan our electricity usage efficiently as the government are changing the carbon budgets for retailers to decrease their energy supply. This means we will need to think about our lighting use in store as well as shop windows, whilst still attracting customers. TRADE TARIFFS- As our products are manufactured in the UK, there is a lack of charge from the government in terms of exportation and shipping resulting in more money to spend on our promotional elements and improving our products. TAXTATION- If tax increases, this will result in our products prices increasing resulting in a decrease of sales as our fragrances are luxurious but affordable to suit our target market. However, increased prices will lead to the fragrances no longer being good value for money.
INFLATION RATES- If inflation rates in the UK rise too quickly, our prices will increase resulting in a loss of consumers.
UNEMPLOYMENT RATES- Unemployment
numbers decreasing, results in a higher number of sales as consumers will have a higher income. The UK economy recovering from recession is also beneficial for our brand as it means that people have more money to spend resulting in more opportunity of purchasing!
EUROPEAN COSMETIC REGULATIONS-
Regulations state that all cosmetics products in the market must be safe for consumer use. It must cause no damage to consumer health when applied. Therefore, our solid products moisturise the skin after use and have healthy natural ingredients.
BIRTH RATE- A decline in the birth rate will result in a lack of consumers for our brand as well as a lack of staff to employ. This will result in fewer sales, demand and a decrease in profit for our company, it will affect future growth as well as creating greater competition in the market.
LIFESTYLE CHANGES- The increase of female
fitness and an increase in individuals having an active and busy lifestyle creates a higher demand for our products as a result of the concept and practical features, resulting in more sales.
SOCIAL MEDIA- As our brands target market is
aimed at 22-32 year olds, we need to aim to increase the consistency of our social media updates, especially as this age gap are addicted to the Internet and social networking. This further applies, as there is a greater demand for online shopping and apps.
GROWTH OF ONLINE SALE Vs. SITE BASED RETAIL- Online sales are increasing rapidly resulting in less demand for retail stores. This will benefit the store, as it creates a decrease in the need for shop staff, saving money.
STRENGTHS
WEAKNESSES
Reaches all aspects of our female consumers lifestyle
Lack of publicity and general insight of our brand
Our products are compact, portable and practical
Currently we only have a limited product range but aim to expand in the future
Luxury but affordable Accommodates to the rising trend of solid fragrances
Small team with limited experience in the industry No loyal customer base currently
Online as well as in-store opportunity to purchase Retailed in one of the largest UK luxury department stores in the center of London. The personalised element of adapting the colour palette and visual properties allows us to keep up with time and be relevant in the future, accommodating to current colour trends.
OPPORTUNITIES
THREATS
This brand allows us to reach consumers personally to be an active part of their lifestyle. This results in greater interest and desire for our products.
As our brand focuses on such a niche market with a limited age gap, there is continuous competition from top well known brands that have been established for a longer period of time, such as Marc Jacobs, Chloe and Bottega Veneta.
As our ideal market is very specific, it gives us an opportunity to concentrate on producing more beneficial features to relate to our consumers routines and motivations. With an increasing trend of female fitness and personalisation, this product gives us an opportunity to fill a gap in the market, creating diverse elements that are relevant in comparison to our competitors.
SYNTHETIC INGREDIENTS - Our products have
natural elements with natural ingredients (especially our post-exercise fragrance), such as green tea and fresh herbs to create clean and fresh properties. Our products have no artificial colours substances and are natural for the skin with moisturising elements.
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OUR BRAND
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Figure 6- INGREDIENTS MOOD BOARD (own work) 2015
Not only are our products portable, compact and avoid the possibility of spillage, they are further aimed for ‘all versions of you’. In simpler terms, each product is suited for three different points of the day (day, postexercise and night). However, when applying a fragrance, it’s clear that the scent doesn’t disappear instantly. Therefore, we have crafted each product with the same base note but varying top notes to allow the layering of products to produce a complimentary scent. There’s an additional need for this product as we are providing complete value for money. Evidence shows that our competitors including Marc Jacobs sells his 50ml liquid daisy fragrance for £55.50, compared to the solid 0.75ml version for £34.00. The substance of 66 solid fragrances could fit in one liquid bottle resulting in a high price of £2,244. However, we provide 75ml products filled with subject matter providing efficiency and value. The fragrances are positioned within the luxury market, but are diverse in the fact that they’re affordable. The luxury aspect was introduced after research showed that ‘women in their twenties… are more likely to identify their lifestyle with luxury brands’. (Mintel, 2014) The set currently stand at a RRP of £65. ‘Me, Myself and I’ fragrances fit into the lifestyle of a female consumer between the ages of 22-32, dismissing the student lifestyle concentrating on the working modern female, where ‘Me’ time becomes their main focus.
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ALL VERSIONS OF YOU 14
Figure 7- PERCEPTUAL MAP (own work) 2015
LUXURY BUT AFFORDABLE
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THE CONSUMER
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Figure 9- IDEAL CONSUMER (own ork) 2015
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Figure 10- IDEAL CONSUMER (own work) 2015
With a niche target market we need to concentrate on absorbing knowledge about consumers, including their daily routines and motivations to accumulate results. We aim for the emotional encouragement of desire, enjoyment, serenity and practicality with the usage of our products. Therefore, through primary research I was able to personally connect with a selection of ideal consumers to enhance knowledge of their lifestyles and ambitions. To achieve these results, I was able to visit a gym to represent an area of exercise, whilst visiting familiar workspaces to contact consumers. As a result I have focused on 3 target consumers to guide the direction of my plan.
Figure 8- IDEAL CONSUMER (own work) 2015
Ideal Consumers... CONSUMER CONSUMER11 Kelli KelliWegoda Wegoda
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Age: 22 Female Job: Profile nail company Geographical Location: London Cultural Influences: fashion magazines, social media, fashion blogs and films Motivations/hobbies: Pop music, sport, pilates and travel Purchasing Motivations: discounts, sales, easily accessible products and convience. Background: Kelli is a sophisticated 22 year old, who lives a busy life and is always on the go, juggling her career, party life with friends, whist also living a healthy and fit lifestyle.
CONSUMER CONSUMER22 Holly HollyRandles Randles Age: 28 Female Job: Customer service worker at Louella belle (beauty distribution company) Geographical Location: London Cultural Influences: Lifestyle and cooking magazines, music and social media Motivations/hobbies: cooking, shopping, tidying, drinking with friends Purchasing Motivations: discounts, new trends, location and practical products. Background: Holly tends to spent a lot of her time cooking with friends, shopping and at gym classes such as yoga and weight classes, when not working.
CONSUMER CONSUMER 3 3 Jaime Summers Jaime Summers Age: 25 Female Job: Hair colourist at Daniel Galvin Geographical Location: London Cultural Influences: fashion blogs, pop music. Motivations/hobbies: shopping, music, photography and design. Purchasing Motivations: on- trend products and affordable Background: Jaime’s career takes up most her time as she works 6 days a week, she is always running around the salon and town to visit clients. However, she likes to spend her evenings out with friends. She always wakes up at 6.30 am every morning to take a spinning class at a gym in London, near her work, which is in George Street, London.
CREATIVE CONCEPT
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Visual Elements
Figure 12- OUR PRODUCTS (group work) 2015
Clean
Authentic Visually, ‘Me,Myself&I’ illustrates clean, neutral and authentic elements to suit the luxury aspect, appealing to the mature young adult. It displays an elegant colour palette to suit each part of the day. For example, the darker product represents the evening scent creating a recognisable brand identity. The visual fingerprint pressed on the front of the products, additionally accentuates personalisation. Cardboard takes dominance in terms of packaging as we aimed to accentuate an authentic design with inspiration from the upcoming Artisan trend. (Riberti, 2015) In terms of size we have composed petite products to demonstrate the predicted future of beauty; portable perfume. (WGSN, 2014) The portability aspect pushed the direction of creating a vacuum layer around the substance preventing smashing or overheating, especially as consumers are always ‘on the go’ resulting in the fragrances being restricted to their bags!
Neutral Artisan
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Figure 11- PACKAGING MOOD BOARD (own work) 2015
Advertising is one of the strongest forms of promotion to be able to raise awareness. Furthermore, every advertisement should be a visual contribution to the brand identity. (Yeshin, 1998) Therefore, with the inspiration of Erwin Blumenfeld, we have constructed a print advert that shouts ‘ME, MYSELF AND I’ with an illusion of 3 faces subtly overlapped at different points of the day. Additionally, our video concept derived from the ‘dove evolution’ campaign, which highlighted the transformation of an individual through Photoshop. (Dove, 2011) Although our concept is different we adopted the visual aesthetics and crafted our video around the basis of a figure transforming into a day, exercise and evening look every time their heads turned, making it unique to our brand. Deconstructing the brand onion identified in ‘Marketing Fashion’ (Posner, 2011) allowed me to depict and define the factors that built up our brand. ‘Me, Myself and I’s’ brand personality projects independence, confidence, femininity and innovation. Furthermore, the foundation and values involve exclusivity, simultaneously offering intimate connection for the female consumer, whilst the essence details the idea of personalisation.
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Figure 13- CREATIVE CONCEPT MOOD BOARD (own work) 2015
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Figure 15- ‘ME, MYSELF &I’ print ad campaign (group work) 2015
Figure 14- BRAND WHEEL (own work part of group presentation) 2015
To stimulate demand, our focus is to dominate the minds of our consumers. The question is….. how do we go about this?
Print Ad Campaign
As consumers mentally follow a cycle before purchasing we aim to use our campaign to captivate consumers through the steps of ‘AIDA’. (LeaGreenwood, 2012) The visual aesthetics grab consumer’s attention through an illusion of 3 figures; it creates re-evaluation to construct meaning through storytelling. Furthermore, our campaign expresses personal features though the name and strapline to provoke interest. Once interested, our focus is to encourage consumers to envy the natural characteristics of the model, diverting away from the ‘skinny’ norm, whilst acknowledging the portability of the products to form a need and desire. Lastly, to encourage consumers to purchase scratch testers on our advert were formed to project an insight of the scents.
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ADVERTISING
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Magazine, PR & Radio Figure 18- MAGAZINE STAND (Foiret, 2010)
Figure 16- OXFORD STREET, LONDON (Travelcart, 2015) Initially, we need to inject awareness of our brand. After analysing consumer’s daily routines, it’s clear that advertising will spark greater awareness at specific times. During morning and evening rush hour, public transport and driving seems to be predominant. Therefore, our first appearance will take place through the publication of our print campaign via trains, on the side of taxi’s and on billboards in more concentrated areas to surround consumers with a visual image. This is most suited, as our consumers will be less willing to read worded information when inattentive! We aim to mainly wallpaper our ad on the jubilee line, which passes key areas in London including Oxford Circus, the home of high-end/central shops and nightclubs, especially as our fashion- conscious consumers regularly spend a period of their weekend within these surroundings.
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Figure 17- TRAIN AD (own work) 2015
Outdoor
‘MAGAZINES ARE... SIMPLY TRYING TO MOULD WOMAN INTO BETTER CONSUMERS’
Furthermore, we aim to generate awareness through magazines in conjunction with our outdoor advertisement to glue imagery into consumer’s minds. As Gloria Steinem quotes ‘magazines are… simply trying to mould woman into better consumers’. (Lea-Greenwood, 2012, p.36) As our consumer’s motivations involve exercise our focus is to spread our campaign in fitness and lifestyle magazines including, women’s health, the ‘must have action-plan’ for the contemporary consumer. Research shows that our consumers additionally have a wider interest in fashion, resulting in further promotion in fashion magazines including Elle and ‘The Gentlewoman’. This suits our concept as the magazines spotlight the personal style of modern femininity and sophistication. PR will additionally provide an opportunity to diffuse the ‘Me, Figure 19- MAGAZINE MOCK UP (own work) 2015 Myself and I’ brand. Collaborating with ‘Push PR’ agency will be most appropriate as they’re the voice of luxury beauty, lifestyle and fitness brands, with years of knowledge and suitable contacts. (Hart, 2002) With their help our focus is to create hype, whilst building brand recognition within these top magazines. From research, it’s evident that target consumers are likely to be exposed to the radio considerably. Consumption takes place during transport to and from work, the gym, and during taxi rides on a night out. Kiss tended to take dominance within my research as being the most listened to channel. Secondary research confirmed that this channel suited our ideal target demographic. Evidence shows that 56.9% of females listen to kiss, with an average age of 25. (Rajar Q14, 2014) Absorbing this knowledge led to a decision to raise awareness through collaborating with Kiss radio. The features and benefits will be presented via voice mainly at three points of the day for a week when first released (morning rush hour, midday and early evening, varying on weekends and weekdays) to tap into our consumers when listening. This is most suitable as ads can be repeated various times for a limited cost. (G.Wolfe, 2009) Figure 20 GENTLEWOMAN LOGO (Ran, 2010)
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SOCIAL MEDIA
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#
Myself&I
Figure 21- INSTAGRAM PAGE (group work) 2015
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#Me,Myself&I
As our target consumers are young adults, they become inseparable with their mobile devices, especially being born into a world of consistent Internet access via mobile phones (Lee, 2013) Therefore, projecting ‘Me, Myself and I’ over social media illustrates preference and creates brand familiarity. With social networking questionably being the most vital path for promotion, (Posner, 2011) we will produce Facebook, Twitter and Instagram pages. Facebook/Instagram formats, will be used to build a visual relationship, whilst utilizing connectivity with individuals. Therefore, our focus is to initiate a ‘selfie’ campaign, which involves posting three images of oneself in the day, post-exercise and evening on a night-out titling them ‘#Me,Myself&I’. In return, we will deliver a 20% discount voucher, hopefully encouraging consumers to consider and take action. This has been inspired by the Burberry ‘art of the trench coat’ campaign, consumer’s uploaded imagery wearing the traditional trench coat. These were then spread across Burberry’s website and social media pages, rapidly increasing their fan base. (Deering, 2014) The hype and connectivity between Burberry consumers resulted in the campaign’s success.
#Me,My
The selected winners will receive free products with an additional £50 voucher; the prize must be enticing to ensure consumers feel it’s worthwhile to enter, (Posner, 2011) the suspense of the unknown winner creates engagement. Moreover, YouTube is another platform to disperse our video campaign, with an opportunity to make improvements with consumer comments and feedback. Constructing media diaries has shown evidence that social media is consistently observed. However, consumers seem to be more attentive during unoccupied times. Therefore, our focus is to regularly post updates during travel times, lunch, evenings and consistently over weekends, when consumers tend to step back from their busy schedules.
Selfie Twitter will act as a conversational medium, with consistent updates. We aim for engagement via the ‘#Me,Myself&I’ hashtag when reviewing products to gather feedback. Another form of contact involves our prize draw via twitter. To enter consumers will be expected to describe versions of themselves in three words.
To actively be part of our consumer’s lifestyle, we aim to enhance the memorability of our brand. Therefore, we plan to hand out various pieces of our advertising campaign in leaflet form when entering four locations including gyms, nightclubs and shops in the center of London where our consumer’s ambitions lie. Those that detect the pieces and craft the full campaign will win a £50 voucher! (They need to upload the completed piece to their social media pages using the hashtag ‘Me,Myself&I’) This project will be advertised over our social media pages creating awareness with further details illustrated on the back of the leaflets. This puzzle formation creates an interactive and joyful experience besides hyping our brand.
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DIGITAL MEDIA
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Figure 23- ‘ME, MYSELF &I’ APP (own work) 2015
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Once aware of our brand, our focus is to push consumers considerations to purchase. Therefore, the usage of reviews will help guide positive evaluation. As shown from research, our consumers take an interest in blogs. Therefore, delivering samples to lifestyle, fragrance and fitness bloggers to review, will create inspiration enticing consumers to contemplate purchasing. Many bloggers will include ‘Carly Rowena’ (fitness blogger) and ‘Zoella’. (fashion and lifestyle blogger) This creates an informal approach producing a personal, conversational aspect. In relation to blogs, Meerman Scott quotes that ‘there’s never been an easier way to discover what the marketplace is thinking, about your company and products’. (Posner, 2011, p.168) Besides targeting bloggers, we intend to distribute updates through our own blog! To build our basis platform we plan to direct awareness through our website, projecting the concept and design of our products with tabs including stockists, and a blog link. Marc Jacobs is one of our key ‘solid fragrance’ competitors, when analysing his website, it’s clear there’s successful engagement through imagery as individuals map others favourite hotspots via the hashtag ‘#MJHONEYHOTSPOTS’. However, our website will dig deeper into the features of each individual. We aim to influence consumers to upload their imagery at their favourite hotspots via pinpoints on a map, if requested this imagery can be printed onto the products.
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Figure 22-WEBSITE MAP MOCK-UP (own work) 2015
Once an online purchase has taken place, we will provide an alluring VIP ticket to our launch event with free delivery service on their current and next order. Enticing consumers with an additional purchasing gift is an effective form of promotion to increase sales. (Posner, 2011) Our video will initially feature as a pop up on our website to grab attention with a quick and bold concept. The engagement element must be understandable and entertaining otherwise the consumer will ‘click-off ’. (G. Wolfe, 2009)
Personalisation
After the consideration process, it’s vital to capture the attention of consumers, constantly reminding them of our brand, to produce a positive reaction. Therefore, our objective is to produce an app for mobile devices and tablets, providing opportunity to purchase with beneficial features. For example, we plan to keep up with modern technology, especially as we are focusing on the contemporary consumer, to craft a touch screen element. Placing your fingerprint on a provided section delivers a code to receive an initial 10% off a single ‘Me,Myself&I’ order, illustrating our concept of personalisation. This feature will provide a new offer monthly continuously engaging consumers. Lastly, to encourage consumers to move forward and take action we aim to collaborate with ‘GlossyboxUK’, who send a selection of beauty products for just £10 to contemporary females, giving them an opportunity to test the products.
Figure 24- ‘ME, MYSELF &I’ WEBSITE (group work) 2015
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RETAIL EXPERIENCE
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Figure 26- ‘ME, MYSELF &I’ BUSINESS CARDS (group work) 2015
Figure 27- SELFRIDGES MOCK-UP PAGE (group work) 2015
Figure 25- ‘ME, MYSELF &I’ BAGS (own work) 2015
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Our next target involves widening on screen payment, allowing consumers to physically observe the practicality of our products. Therefore, our focus is to launch in Selfridges, before achieving an end result of distribution in lifestyle, beauty and fashion stores such as anthropologie and Urban Outfitters besides our own retail store. However, we aim to work towards these goals, as they’re almost impossible beginning results! Therefore, Selfridges London is our ultimate starting point. We feel this is best suited as they focus on reaching out to the younger, sophisticated consumer. Simultaneously, our prices would fit as high selections of their products are luxurious but affordable.
The launch will provide reduced prices encouraging consumers to take action. To deliver the personal ‘Me,Myself&I’ message we aim to provide photo booths, offering consumers the opportunity to take home images, which comes with additional samples providing interaction. Our VIP guests will receive free products and exclusive service to encourage positive feedback. Targeting consumers with business cards to detect our scents will influence consumers to absorb our identity when they leave our event. This event will most likely take place on a Saturday, when consumers spend their free time in town.
Before opening full time we aim to build sales momentum by inviting bloggers, industry professionals and press to our launch in Selfridges, whilst opening the doors to consumers. We have been inspired by the Marc Jacobs ‘honey’ fragrance launch, which took place in Westfield shopping centre. The ‘honey’ display involved large bottle sculptures, with an ice-cream van allowing consumers to taste honey ice cream with the fragrance identity leaked across the floors. However, with a limited budget, we aim to be inspired by this event with our ideas scaled down to an appropriate level. As we want guests to fully inhale our brand we aim to illustrate simplistic visual aesthetics using the colour palette of our products. We don’t necessarily aim to paint our brand identity on the floors, however, we will craft stands in the shape of our products to hold our fragrances, displaying prices and benefits. As our products involve edible ingredients and our consumers take preference for a healthy lifestyle, we aim to provide health smoothies with our ingredients taking dominance for the flavour. This extra touch provides a taster of our brand!
Once consumers brains are filled with awareness, we aim to guide one last push to take action via our personal and joyful in-store experience post launch. To achieve these results we plan to provide photo booths full time, maintaining an interactive experience. Instore exclusives will offer consumers with personalised products, with names or a chosen message as well as their own fingerprint on the fragrances. Currently, the products are assigned colours in relation to their concept. However, we aim to move with time, updating our products in the future. Therefore, we will offer the opportunity to select different colours for the fragrances in relation to the current colour trends. This will create a visually striking aspect without the risk of dated products. Change is a consistent process; meaning products cannot continue to sell with a lack of adaptation to trends. (G.Woolfe, 2009) Selfridges are currently producing an interactive ‘WORKIT’ campaign. One event taking place is the ‘BarreASANA sweaty betty’ workout classes. This allows woman to feel strong and motivated after a working day. Therefore, we aim to collaborate with this campaign handing out samples to female consumers after a workout for them to smell fresh, clean and to encourage purchasing!
Figure 28- 16/17 UPCOMING COLOUR TRENDS (WGSN colour team, 2014)
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Figure 29- ‘ME, MYSELF &I’ RETAIL SPACE (own work) 2015
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IN STORE...
DIRECT MARKETING
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I M M To generate re-purchasing, loyalty is our key focus using direct marketing to articulate positive word of mouth. As highlighted personalisation is predominant reaching ‘all versions of you’. Therefore, our next direction involves sending personal emails and text messages to consumers, transferring regular discounts and updated news. We aim to set up an online chat, via our website and app to gain insight about our products. It offers the opportunity to contact us receiving information on unanswered questions. We will further entice consumers to make space in their purses for our loyalty card, which gets stamped after every purchase. After three stamps, they will receive a set of fragrances without cost, hopefully encouraging consumers to re-purchase!
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Evaluation of our product will take place through awareness of our brand to reach out to our consumer. We aim to provide our target market with a product that is suited to their lifestyle, whilst being luxurious but affordable, creating desire.
Initial advertising via outdoor visuals, social media, magazine coverage and radio to inject consumers with awareness of our brand and to encourage them to consider purchasing with offers and beneficial features.
We aim to build a personal relationship with consumers via messages, imagery, online chat and through informal social media and blog features.
September 2015
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Media Diary
Figure 30 -LOYALTY LOOP (own work) 2015
Consumers will build an opinion for our brand based on reviews, experience and insight. We aim to maintain a positive experience and loyalty via our loyalty card and personal emails, messages and discounts.
Figure 32 -Timeline of promotional events (own work) 2015
October 2015 Social Media
Figure 31 -MEDIA DIARY (own work) 2015
Outdoor
Timeline...
December 2015 Magazine November 2015
Website/ app
February 2016 Launch
Direct Marketing
January 2016
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PRODUCT Me, Myself &I An innovative range of solid fragrances aimed at all versions of the contemporary female consumer (for day, post-exercise and evening use)
Summary 53
PRICE RRP- £65
This results in each individual fragrance being priced at around £21 each!
Overall, we aim to create an endless desire for the ‘Me,Myself&I’ brand, standing out as the new best solid fragrances. This plan forms a guide to be able to achieve our objectives effectively. We are able to be specific through marketing ideas reaching our niche market, whilst monitoring reviews through blogs and analysing interaction via social media likes, hashtags and statistics. Knowing our consumers in depth has allowed me to craft a completed guide that follows their lifestyle patterns, hitting them with relevant promotional messages. This marketing strategy begins our journey in the right direction to be an essential part of our consumer’s lifestyles.
PROMOTION
PLACE
Outdoor advertisement Magazines Radio Social media Digital marketing Retail experience/launch event Direct marketing
Initially our products will be sold as part of a concession in Selfridges, but in the future will be sold in lifestyle and fashion stores, such as Antropologie and Harrods. We further aim to craft our own MMI retail store.
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ILLUSTRATION REFERENCES Figure 1, 2, 3: Varga, C., (2015) No MiddleGenders Defined. [Online]. WGSN Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/ content/search/#/female%2520fitness [Accessed: 9th May 2015] [image]. Figure 4: PEST analysis (own work) 2015 Figure 5: SWOT analysis (own work) 2015 Figure 6: Ingredients mood board (own work) 2015 Figure 7: Perceptual map (own work) 2015 Figure 8, 9, 10: Ideal consumers (own work) 2015 Figure 11: Packaging mood board (own work) 2015 Figure 12: Our products (group work) 2015 Figure 13: Creative concept mood board (own work) 2015 Figure 14: Brand wheel (own work, part of group presentation) 2015 Figure 15: ‘Me, Myself &I’ print ad campaign (group work) 2015 Figure 16: Travelcart, (2015) Searched Destinations for Valentines Day 2015. Travel Cart Blog [Online blog]. 12 February. Available at: http://travelcartblog. com/2015/02/12/worlds-top-10-mostsearched-destinations-for-valentinesday-2015/ [Accessed: 9th May 2015]. [Image]. Figure 17: Train ad (own work) 2015
REFERENCES CITED Figure 18: Foiret, C., (2010) Furniture Design By Frederick Roije [Online]. Trend Land. Available at: http://trendland.com/furnituredesign-by-frederik-roije/ [Accessed: 9th may 2015]. [image]. Figure 19: Magazine mock-up (group work) 2015 Figure 20: Ran, T., (2010) Randomness. The Scout [Online blog]. 9 March. Available at: http://thescoutmag.com/blog/ randomness/767/randomness_030910 [Accessed: 9th May 2015]. [image]. Figure 21: Instagram page (group work) 2015 Figure 22: Website map mock-up (own work) 2015 Figure 23: ‘Me, Myself &I’ app (own work) 2015 Figure 24: ‘Me, Myself &I’ website mock-up (group work) 2015 Figure 25: ‘Me, Myself &I’ bags (own work) 2015 Figure 26: ‘Me, Myself &I’ business cards (group work) 2015 Figure 27: Selfridges mock-up page (group work) Figure 28: The WGSN colour team, 2014. Active colour A/W 16/17- offbeat. [Online]. WGSN. Available at: http://www.wgsn.com. ezproxy.ntu.ac.uk/content/search/#/active %2520colour%2520a%252Fw%252016%25 2F17-%2520offbeat [Accessed: 9th May 2015]. [image]. Figure 29: ‘Me, Myself &I’ retail space (own work) 2015 Figure 30: Loyalty loop (own work) 2015 Figure 31: Media Diary (own work) 2015 Figure 32: Timeline of promotional events (own work) 2015
ANON, (2014). The Future Of Beauty [Online]. WGSN. Available at: http:// www.wgsn.com.ezproxy.ntu.ac.uk/content/ search/#/solid%2520fragrance [Accessed: 10th may 2015]. Carr, A., (2014). Personalised fragrance: product & the retail experience [Online]. WGSN. Available at: http://www.wgsn. com.ezproxy.ntu.ac.uk/content/search/#/ personalising%2520products [Accessed: 10th May 2015]. Deering, S., (2014). How Burberry Use Social Media [Online]. Link humans. Available at: http://linkhumans.com/case-study/burberry [Accessed: 10th May 2015]. Dove, (2011). Dove: Evolution [Online]. YouTube. Available at: https://www.youtube. com/watch?v=O600kDpBNj4 [Accessed: 9th May 2015]. G. Wolfe, M., (2009). Fashion Marketing and merchandising. 3rd Edition. Tinley Park, Illinois. The Goodheart-Willcox Company, Inc. Hart, E., (ND). About [Online]. Push PR. Available at: http://www.pushpr.co.uk [Accessed: 8th May 2015].
Posner, H., (2011). Marketing Fashion. London. Laurence King Publishing Ltd. Rajar Q14, (2014). Kiss [Online]. Bauer Media Group. Available at: http://radio. bauermediaadvertising.com/stations/detail/ kiss [Accessed: 8th May 2015]. Riberti, G., and Yee, T., (2015). Packaging Forecast A/W 16/17 [Online]. WGSN. Available at: http://www.wgsn.com.ezproxy. ntu.ac.uk/content/search/reports/#/artisan [Accessed: 20th March 2015]. Taylor, D., (2010). Brand Gym: A Practical Workout to Gain and Retain Brand Leadership. Second edition. Chichester, UK. John Wiley & Sons. Varga, C., (2015). No Middle- Genders defined. [Online]. WGSN. Available at: http:// www.wgsn.com.ezproxy.ntu.ac.uk/content/ search/#/female%2520fitness [Accessed: 20th March 2015]. Yeshin, T., (1998). Integrated Marketing Communications: The Holistic approach. Oxford. Butterworth-Heinemann Ltd.
Lea-Greenwood, G., 2012. Fashion Marketing Communications. John Wiley&Sons. (Page. 36) Lee, A., (2013). 40 years of the mobile phone: Top 20 facts [Online]. Telegraph. Available at: http://www.express.co.uk/life-style/sciencetechnology/388974/40-years-of-the-mobilephone-Top-20-facts [Accessed: 8th May 2015]. Mintel, (2014). Luxury Retailing [Online]. Mintel. Available at: http://academic. mintel.com/display/718638/?highlight#hit1 [Accessed: 10th May 2015].
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BIBLIOGRAPHY BOOKS
ONLINE REPORTS
ARTICLES
G. Wolfe, M., (2009). Fashion Marketing and merchandising. 3rd Edition. Tinley Park, Illinois. The Goodheart-Willcox Company, Inc.
ANON, (2014). The Future Of Beauty [Online]. WGSN. Available at: http:// www.wgsn.com.ezproxy.ntu.ac.uk/content/ search/#/solid%2520fragrance [Accessed: 10th may 2015].
Lee, A., (2013). 40 years of the mobile phone: Top 20 facts [Online]. Telegraph. Available at: http://www.express.co.uk/life-style/sciencetechnology/388974/40-years-of-the-mobilephone-Top-20-facts [Accessed: 8th May 2015].
Lea-Greenwood, G., 2012. Fashion Marketing Communications. John Wiley&Sons. Posner, H., (2011). Marketing Fashion. London. Laurence King Publishing Ltd. Taylor, D., (2010). Brand Gym: A Practical Workout to Gain and Retain Brand Leadership. Second edition. Chichester, UK. John Wiley & Sons. Yeshin, T., (1998). Integrated Marketing Communications: The Holistic approach. Oxford. Butterworth-Heinemann Ltd. Rabolt, N and Solomon, M., (2009). Consumer Behaviour In Fashion. Second edition. New Jersey. Pearson, Prentice Hall. Fill, C., (1999). Marketing Communicationscontexts, contents and strategies. Second Edition. Hemel Hempstead. Prentice Hall Europe.
Carr, A., (2014). Personalised fragrance: product & the retail experience [Online]. WGSN. Available at: http://www.wgsn. com.ezproxy.ntu.ac.uk/content/search/#/ personalising%2520products [Accessed: 10th May 2015]. Mintel, (2014). Luxury Retailing [Online]. Mintel. Available at: http://academic. mintel.com/display/718638/?highlight#hit1 [Accessed: 10th May 2015]. Riberti, G., and Yee, T., (2015). Packaging Forecast A/W 16/17 [Online]. WGSN. Available at: http://www.wgsn.com.ezproxy. ntu.ac.uk/content/search/reports/#/artisan [Accessed: 20th March 2015].
Word Count: 3,297
ADDITIONAL SOURCES Deering, S., (2014). How Burberry Use Social Media [Online]. Link humans. Available at: http://linkhumans.com/case-study/burberry [Accessed: 10th May 2015]. Dove, (2011). Dove: Evolution [Online]. YouTube. Available at: https://www.youtube. com/watch?v=O600kDpBNj4 [Accessed: 9th May 2015]. Rajar Q14, (2014). Kiss [Online]. Bauer Media Group. Available at: http://radio. bauermediaadvertising.com/stations/detail/ kiss [Accessed: 8th May 2015].
Varga, C., (2015). No Middle- Genders defined. [Online]. WGSN. Available at: http:// www.wgsn.com.ezproxy.ntu.ac.uk/content/ search/#/female%2520fitness [Accessed: 20th March 2015].
Duncan, T and Ouwersloot, H., (2008). Integrated Marketing Communications. European edition. London. McGraw-Hill. Smith, P.R., and Zook, Z., 2011. Marketing Communications. London. Kogan Page.
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Team Members: Elodie Purcell Jay Harris Susan Mullen
Appendix PRIMARY RESEARCH
The rountines of our consumer’s lifestyle...
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CONSENT FORMS...
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A Fo T r A rio l l Of Ve F rs rag io ns ran O ce fY s ou
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Danni Wood