CONTENTS 02 LOCATION
03 OVERVIEW OF COMPANY 04 05 07
BIO COMPETITION INDUSTRY ANALYSIS
08 01 EXECUTIVE SUMMARY
MARKET ANALYSIS 09 09
DEMOGRAPHICS PSYCHOGRAPHICS
10
19
CUSTOMER PROFILE
BRANDING, MARKETING & PR
11 12
20 21 22 23 24
SHOPPING BEHAVIOR PRODUCT ASSORTMENT
13 INSPIRATION BOARD
26
15 POP-UP SPACE 16 17 18
PACKAGING DIRECT MAIL DIGITAL MARKETING IN-STORE SIGNAGE SOCIAL MEDIA LAUNCH
FLOOR PLAN WALL SCHEMATIC PERSPECTIVE VIEW
PROPOSED BUDGET
27 CONCLUSION
28 BIBLIOGRAPHY
EXECUTIVE SUMMARY Fo r B ir c hbox t o ha v e a n o lde r c ustomer mar ket, we belie ve that it should p a r t ne r w it h, T he Jo ule H o te l, for it’ s pop-up shop. T he Joule Hotel hosts hig h- e nd c lie nte le w hic h c a n be a gr eat success for Bir c hbox as that will he lp ve nt ur ing into a ne w m a r k et. T he Joule Hotel is set in a landmar k build ing in t he he a r t o f D a lla s ’s business district. T he hotel is home to a r t in s t a lla t io ns, r e t a il boutiques, aw ar d winning dining, and a wor ldc la s s s p a . I t ha s be e n c a lle d t he cultur al e picenter of downtown Dallas. T he lo ca t io n is a lso a dja c e nt to the Dallas Ar ts District.
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WHY DALL AS? Wit h hig h sc or e s in li v ing e nvir onment, quality of wor kfor ce, tax and r e gulato r y envir o nment, as well as p r ox imit y t o im por ta nt a sse ts like DFW Air por t, L ove Field and the I nland Po r t, Do wnto wn Dallas is co nsid er ed a n e p ice nte r of dom e stic a nd inter national investment acti vity.
135, 0 0 0 e m ploye e s in t he Centr al Business District (CBD) 7,80 0 r e side nts in the C BD 38,0 0 0 r e side n ts in Downtown Dallas Ove r 3 1 5 r e s t a ur a nts a nd bar s in Downtown Dallas Ove r 1 7 0 s ho ps in Down town Dallas
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OVERVIEW OF COMPANY
BIRC HBOX BIO B ir c hb ox is a pione e r of the beauty subscription industr y. I t w as fo und e d by t w o c o lle ge f r ie nds, K atia and Hayley. T he idea behind their bus ine s s w a s t o ex p a nd the be auty mar ket by conver ting passi ve cus t o me r s into a c ti v e buye r s. B ir c hb ox ha s be c om e t he le a ding beauty subscription company in the ind us t r y. C ustom e r s subsc r ibe , f ill out a pr of ile, and pr oducts ar e sent t o t he m b a s e d o n t he ir a ns w e r s. T he company is headquar ter ed in Ne w Yo r k . T he f ir st b ox w a s shipped in 2 0 1 0 , and soon an option for men w a s o f fe r e d in 2 0 1 2 . Today, Bir c hbox is still dedicated to helping p e o p le find pr o duc ts they lov e in the most ef f icient w ay.
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COMPETITION- I N T E R M S O F OT HE R H OT E L S
Ar o und the Jo ule Ho tel ther e ar e two ho tels that ar e d ir ect co mp etito r s as the mer c hand ise so ld in their r etail sto r es ar e similar to w hat we will b e having in the p o p -up sho p in T he Jo ule.
Ma gno lia Hot el Ado lphu s Hot el
Dir ect Co mp etito r s 5
COMPE TITION- I N TE R M S O F I N D I R E C T & D I RE CT CO MPE TI TORS
Ne im an Ma r cu s
T he co mp etito r s ar o ud T he Jo ule Ho tel within the r ad iu s o f 2 str eet a b ove and b elo w the ho tel have mo stly ind ir ect co mp etito r s like Neiman Mar cus, hair salo ns etc.
T he Jo ule Ho tel Ind ir ectCo mp etito r 6
INDUS TRY AN ALYSIS COSMETICS C o mp r is e d of a di v e r s e ye t int er r elated set of business lines, the beaut y ind ustr y hel p s a n ind i vid ua l look a nd sm e ll their best. Befor e a per son leaves the hous e eac h d ay, they ha ve lik e ly und e r go ne a pe r s o nalized beautif ication ritual. I n r ecent year s, co nsumer s ha ve b e e n spe nding highe r le v els of disposa ble income on cosmetics than they had in the p a s t . Pe r ha p s no t a s sur p r ising as it once w as, one of the f astest gr owing se g ments o f t he b e a ut y ind u str y is p r o duc ts and ser vices aimed at men. Tr aditionally fo cused o n female co ns ume r s, m e n t o day a r e g a ining incr easing attention f r om the beauty ind ustr y. T he r e a ls o se e m s to be a n inc r eased inter est in natur al and or g anic beauty p r o d ucts p a r t icula r ly in the U nit e d St a t es and Eur ope, sales ar e pr ojected to be $14 b illio n by the e nd o f 20 1 5 , a c c o r d ing to O r g anic M onitor.
HOME GOODS/GIFT GOODS Ac c o r d ing to industr y analysts, consumer s have incr eased their sp end ing o n small a pplia nc e s and other home goods. T hat’ s because the ho me-go o d s ind ustr y r esp o nd to w ha t c ustomer s w ant. T he home-pr oducts industr y is suc h an ind ustr y that it will ke e p g a ining success as it pays attentions to the c hang ing mind set o f co nsumer s, but a lso m or e impor tantly, it helps sha pe the customer s’ d esir es and d emand s. Also, these hom e go ods ar e easily tur ned into gif t items. And peo p le g i ve g ifts as a w ay o f sho wing thoughtf u lness, love and af f ection.
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MARKET AN ALYSIS
DEMOGRAPHICS & PSYC HOGRAPHICS
Age group: 24-36 Education: Graduates Income: $30,000+
70%
30%
Love to shop Beauty conscious Sophisticated shoppers Modern but professional Into new trends even if they have only few minutes in daily routine Tend to sample new products more Get motivated to shop by promotions, sales and incentive programs
Have become increasingly conscious about looks Believe in simplicity Opt to buy brands that are already have heard off/know Less likely to visit B&M plants Less active on social media, specifically in giving reviews. Really read into the details on a product before purchasing it
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CUS TOMER PROFILE
WHO WILL SHOP IN BIRC HBOX X JOULE HOTEL ? T he a ge o f the Joule hote l c ustomer is older. T his would allow Bir c hBox to exp and to a wid er d e mo g r a p hic . T hey ha v e a m o r e disposa ble income and could potentially b eco me a mo r e d ed icated cus t o me r. Bir c hB ox a lr e a dy k no ws how the millennial wor k, so this par tner ship wo uld intr o d uce the o ld e r ge ne r a t io n t o t he subsc ription phenomenon. T he gir l on the go alw ays need s ne w samp les to t hr o w in he r ba g a nd f ind ne w pr oduct she loves. T his would add ne w sub scrip tio n custo mer s as well a s full s ize shoppe r s. And wil l also make it ex citing to c hec k-in in a hotel!
SHOPPIN G BEHAVIOUR T hey a r e us e d to the be st pr oducts and ser vices Tr e ndy, ye t tim e le ss On v a ca tion, e n joy ing a day of shopping or pic king up a fo r go t te n pr o duc t Exp e ct t he b e st c ustom e r se r vice and specialized attention
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PRODUCT ASSORTMENT
TOP SE LLI N G BRA ND S
WOMEN
Face
Shampoo
Cleansers
Personal
Sets
Cheeks
Conditioner
Dental
Rollerballs
Bath
Lips
Moisturizers
Purse spray
Shower
Eyes
Serums
Deodorants
Hands
Removers
Sun care
Feet
Tools
MEN
Cleansers
Shampoo
Personal
Beard Maintenance
Dental
Conditioner
Sets
Post-shave
Lip Care
Sets
Oils
Toners
Styling
Shaving cream/gels
Masks
Treatments
Tools
Exfoliators Sun Care
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INSPIRATION
INSPIRATION BOARD
14
POP -UP SPACE
FLOOR PL AN KEY Island Bar
Island Ben c h
Cash Wr a p
16
WALL SC HEMATIC VIEW
17
PERSPECTIVE VIEW
18
BRANDIN G, MARKETIN G & PR
BRANDIN G
PAC KAGIN G
20
DIRECT MAIL
YO U ’ R E I N VI T E D
Co -f o u n d e r s Ka ti e & H a y l ey i nvi t e yo u t o c e l e b ra t e t he l a u n c h o f B i rc h b ox ’ s pop-up shop in T H E J OU LE H OT E L on F R I DAY N OVE M B E R 20, 2015 6: 30p m - 8: 30p m
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T h e J o u le Ho t e l M a i n S t, D a la s , T X
RSVP on B i rc hb ox’ s we b si t e by N ove m b e r 10t h!
7 5 2 01
S p a ce s a re l i m i t e d !
DIGITAL MARKETIN G
BIRCHBOX Birchbox offers a variety of products ranging from cosmetics to home goods. Through the spa, enter a store that offers a variety of products specifically made for you have to a better stay at The Joule. Owners Katie and Hayley made sure to make their store engaging by providing a “Build Your Own Box” wear out of whatever offered, you can pick a number of samples.
BIRCHBOX Birchbox offers a variety of products ranging from cosmetics to home goods. Through the spa, enter a store that offers a variety of products specifically made for you have to a better stay at The Joule. Owners Katie and Hayley made sure to make their store engaging by providing a “Build Your Own Box” wear out of whatever offered, you can pick a number of samples.
Birchbox/Traffic LA/Dsquared2/The Taschen Library
Birchbox.com Birchbox.com
Birchbox/Traffic LA/Dsquared2/The Taschen Library
Birchbox.com
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IN-S TORE SIGN AGE To ha ve a pop- up shop tha t ke e ps customer s inter acted, ther e will be I pad ’s o n e ver y b eauty co unter that fe a t ur e s t he p r o duc ts tha t, that pop-up specif ically sells and also how-to vid eo s fo r custo mer s to vie w w hen t hey a r e in the stor e .
23
SOCIAL MEDIA L AUN C H
Introducing our new pop-up shop located right in the heart of Dallas, Texas! Hope to see your beautiful faces in this beautiful city! #Joule #BirchboxJoule #Dallas #BirchboxgoestoDallas
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SOCIAL MEDIA L AUN C H
Introducing our new pop-up shop located right in the heart of Dallas, Texas! Hope to see your beautiful faces in this beautiful city! #Joule #BirchboxJoule #Dallas #BirchboxgoestoDallas
-u p te s t p o p o f o u r la k e e e p w k -i te s a snea ! D a ll a s x H e r e is l, D a ll a s B ir c h b o u le H o te le Jo u e jo h e T th s h o p in e yo u ! # a it to s e ca n n o t w s a ll a d o xi n # b ir c h b
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PROPOSED BUDGET
R EN T O F SPACE I N HOTEL - $1 0 , 0 0 0 LAU N C H PAR TY CATER I NG - $3 5 0 (for 3 0 people) T EC H N O LO G Y I N STO R E(I PADS)- $1 , 5 9 6 (for 4 I pads) SP EC I AL F IXTU R ES:
I SL AND P ENDANT L I G HTS- $1 , 2 8 0 (for 8 sets o f 3)
R USTI C SHELV ES (BI R CHBOX M AN WAL L )- $4 50 (fo r 3 shelves)
FI NAL PR OPOSED B UDGET-
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$1 3 ,6 7 6
CON CLUSION In co nc lus ion, we be lie v e tha t if Bir c hbox opens up a pop-up shop in a hotel, no t o nly is it ex pe r im e nting a ne w demo gr a phic mar ket, it is also gener ating b r and a w a r e ne ss in the “ne w de m o gr a phic. ” T he low-cost and tempor ar y natur e o f this p a r t icula r p op- up shop will m a ke people inter ested in the sudden ex istence o f the s t o r e in a ho te l. T his would a lso be a gr eat pr omotional r etail setting desig ned to o f fe r a n ex c lusi v e a nd highly ex periential inter action for the consumer, as the co n s ume r w ill b e a ble t o inte r a c t using the tec hnolo g y pr ovided in the stor e and also b e ca us e o f the “one - on- one ” beauty bar s in the stor e. T her e is def initely a g r o wing a nd d i ve r se se gm e nt of c onsumer s that r eally look for unique and novel sho p p ing exp e r ie nc e suc h a s tha t pr ov ided by this pop-up shop.
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BIBLIOGRAPHY “ B ir c hb ox : T he Sm a r te st Way to Shop for Beauty and G r ooming P r oducts.” Bir c hb ox United States. N.p., n.d . We b. 1 5 N ov. 2 0 1 5 . “ D a lla s (c ity ) Q uic kFa c ts f r o m the U S Census Bur eau. ” Dallas (city) Q uic kFacts fr o m the US Census B ur e a u. N . p. , n. d. We b. 1 5 Nov. 2 0 1 5 . “ D o w nt o wn Da lla s H o te ls - T he Joule Dallas Hotel. ” T he Joule. N. p. , n. d. We b. 15 Nov. 2015. Fo r b e s. Fo r be s M a g a z ine , n. d . We b. 1 5 Nov. 2 0 1 5 . “ H o me F ur nishings Stor e s in the U S: M ar ket Resear c h Re por t. ” Home Fur nishing s Sto r es in the US Ma r k e t Re se a r c h . N . p. , n. d. We b. 1 5 Nov. 2 0 1 5 . “ Re ve nue of the C osm e tic I nd ustr y in the U. S. 2 0 0 2 -2 0 1 6 | For ecast. ” Statista. N.p., n.d . We b. 15 Nov. 2015.
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EM ILY BR A Z EA LE P UNYA C HA N A N A