IDP_Marketing_Document

MARKETING AND PROMOTIONAL STRATEGIES

contents PRODUCT OVERVIEW. PRODUCT SWOt total product concept

target MARKET OVERVIEW customer profile.

customer SEGMENTATION

customer experience.

PURCHASE PROCESS. Price.

collaborations.

COMPETITORS.

promotional strategies

PRODUCT OVERVIEW. The IDentity Project is a unique enterprise that has been designed to encourage the exploration of ones self and image through the use of playful themed boxes containing various activities, which allows the user to interact with themselves and experiment with spirited concepts to challenge ideas of identity and self image.

The IDP’s playful approach to serious concepts challenges its customer’s to new ways of thinking with their charming and cheerful approach. Inspiring and funny, IDP work towards projecting a sophisticated yet playful brand that creates a refuge for the exploration of image and identity.

The IDP’s mission is to inspire their customers by constructing a creative platform that allows them to express themselves freely by bringing to life contemporary concepts and applying them to themselves, with the intention of opening up minds to lateral thinking and self observation, confronting their image casually while encouraging a greater self awareness with a light hearted touch.

IDP is thrilled to present its debut activity box “Clowning Around” which will be the first of a series of games produced under the IDP co-operation.

PRODUCT

SWOT STRENGTHS.

WEAKNESSES.

Strong unique selling points Appeals to a wide demographic Product originality Customer focused High quality goods Strong concept Interactive Relatable

Not yet built a reputation with buyers and customers Not yet established Unfamiliar concept Clowning theme may not be desirable to customer base

THREATS.

OPPORTUNITIES.

New competitors enter market Changes in trends that link in with themes May not meet customer expectations due to unfamiliar concept May not secure business funding

Plenty of collaborative potential Development of further games and themes Product development enabling growth into other markets such as children toys Potential to take on new stockists

total product

concept

PRODUCT SUBSCRIPTIONS ENCOURAGE BRAND LOYALTY EASY TO PLAY/USE HIGH QUALITY WOODEN BOX INCLUDING MIRROR AND COLLABORATIVE ITEMS QUALITY PRODUCTS WITHIN BOX SOPHISTICATED AND FUN STYLISH AND UNIQUE

COLLECTORS ITEM

GAME/ ACTIVITY BOX

ARTISTIC BOX DESIGN

NEW PRODUCT DESIGN KEEPS CUSTOMERS INTERESTED

CUSTOMER BUYS INTO THE BRAND

CREATIVE ACTIVITIES

RRP £79.99

EDUCATIONAL

WRAPPED IN QUALITY BROWN PAPER PACKAGING

NEW BOX WILL BE RELEASED EVERY 4 MONTHS WITH NEW THEMES AND PRODUCTS/ ACTIVITIES

POSITIVE BRAND MESSAGE KEEPS CONSUMERS COMING BACK

target MARKET

OVERVIEW Popular trends in social networking and the growth of social media have created a platform of self-promotion, amplifying anxieties relating to identity and body image. Never has physical appearance been of more important than it is at this current moment in time. Social media has created a society that express an excessive interests in themselves and IDP targets these individuals with the aim to encourage people into new ways of thinking without their digital devices.

The nature of the IDP appeals to a large demographic with the potential to open up into new markets with the future production of a variation of products available to a range of audiences.

IDP is not limited to a particular age group nor gender but aimed at a wide range of people who may need to take time out from the digital addictions that their smartphone’s, tablets and computers have allowed them to manifest.

In addition, IDP prides themselves as educators of creative thinking, positioning themselves alongside products that encourage team building and freedom of expression in creative industries and workplaces.

The ‘Clowning Around’ edition will be introduced to the UK market before expanding on a global scale. This is so IDP can assess the market and determine the needs of the customer in an environment where there is crucial need for a product such as what the IDP is offering. IDP recognises that there is a gap in the UK market and feels confident that they are meeting the needs of the customer.

customer profile.

IDP aims to target male and female individuals primarily between the ages of 17 and 30, with the potential to grow and expand into a wider customer base with a variety of ages. IDP appeals to a large demographic due to its accommodating nature and eventually aims to produce various products appealing to different target markets. In its current position, the IDP’s target audience are individuals who lead a very social lifestyle, who frequently use social networking platforms as an essential part of their daily routine. The IDP intents to draw these customers away from these digital addictions to help them develop new skills while inspiring and stimulating news ideas linking to identity and self expression.

They may also be working or studying in creative industries, although IDP appreciates that a proportion of their audience may be immersed in other careers and subjects, especially if being used by co-operate businesses as a team building exercise or as an innovative tool. However, IDP encourages lateral thinking and therefore their consumer will have an interest in this as well as perhaps having creative minds (although this is not essential).

The IDP’s individual consumer will be on an annual income of £18,000+ salary a year with a high level of education. However, in terms of bulk distribution into large organisations or educational facilities, the IDP appeals to customers within a variation of demographic variables who may be on little or no income dependant on the intended use of the product. As the IDP can be distributed for a range of uses across a range of industries, the general customer demographic will vary dependant on client intent. Future development of product will open up IDP to a broader customer demographic once product success is determined within this current target market.

customer

SEGMENTATION The following table indicates the segmentation variables of the individual consumer. Once the success of IDP has been measured within this market, it will expand into a wider customer demographic for a variation of ages and businesses.

DEMOGRAPHIC VARIABLES. Male and Female 17-30 Years old.

Millenial generation (Generation Y).

Young Adult.

Occupation unspecified.

Educated.

18,000+ salary per year.

Middle class.

PSYCHOGRAPHIC & BEHAVIOURAL VARIABLES. Creative Interests, Digital consumer.

Socially connected, enjoys using social networking websites.

Wants to explore self image, experiment and form new ways of thinking through creating identities.

Likes to try new products that encourage creative ability, enjoys participating in fun and educational activities, self aware.

Open and optimistic attitude, may be anxious or insecure from social pressures felt, may be artistic, productive.

GEOGRAPHIC VARIABLES.

USAGE AND BENEFIT VARIABLES.

UK market.

Urban.

Residential areas within towns and cities, although not limited to just these areas Apartment or house.

Development of creative expression.

Increased lateral thinking abilities.

Enjoyment experimenting with self image.

Exploration of identity and positive thinking.

Development of positive attitudes towards image and identity.

Educational .

customer experience.

Individual consumers will be able to purchase the product online through the IDP website, which will stock the Clowning Around box series as well as future themed boxes. The customer will be able to purchase individual boxes at the time of release or pay for an annual subscription which enables IDP to dispatch a new activity box every four months. The customer should expect to receive high quality products and packaging which will communicate the themes enclosed while always encouraging creative expression and experimentation with image and identity concepts.

INTERACTION The customer will use the box as a tool for creative expression, challenging concepts of image and identity while playing with luxury products which the customer can then keep for themselves to use in everyday life, such as items of clothing which will be included inside for use as props, as well as items such as stationary. The box can then be used as storage, for any items the customer sees fit. The idea is that the customer will want to collect further editions of the boxes due to their original designs and products inside.

EXPERIENCE

Overall, IDP engage their customers producing an exciting and fun EXPECTATION experience which enables the development of creative thought and The customer should expect high expression. This in turn will leave quality products to arrive at their the customer feeling relaxed, positive home beautifully packaged and well and sense of enjoyment, as well as presented. The customer should feel new skills to use in everyday life like they are receiving a luxurious to encourage creative thinking and RELATIONSHIP product with an exciting contents. adjusting ideas to identity concepts, They want to be able to use this The customer will remember IDP and furthering positive image affirmations. product with ease, in the comfort IDP activity boxes leave the customer the positive associations with them. of their own home and to keep the The activity boxes serves the needs of feeling happy and joyful with a high product for further use with the desire the customer by producing a product level of satisfaction. to collect further editions and designs. that is higher than their expectations can imagine the box to be. They will associate IDP with luxury products and aesthetically pleasing design. The customer will always want to return to IDP for a reliable service which delivers a luxury feel good product that consistently changes to allow for curiosity and development with further themes.

PURCHASE PROCESS. The customer will be able to purchase the activity boxes online through the IDP website. Customers will have the option of making one off purchases or signing up to a yearly subscription, where they will receive a brand new box every four months, with new activities and new themes. The IDP has assessed the needs of their customer, and selling the product boxes online will prove to be the most successful with a high number of purchases. The target consumer is digitally orientated, therefore using an online platform to distribute product will allow IDP to be easily accessible and meet the needs of the consumer.

Price.

The price of the product may change or vary in accordance to brands included and product collaboration, coupled with the amount of units purchased. As well as this, businesses or educational facilities looking to purchase the product in bulk will pay much less than the individual box price due to manufacturing methods. The current Clowning Around activity box will be sold online for ÂŁ79.99 with a ÂŁ4.99 postage and packaging cost.

Subscriptions prices will vary year to year depending on the variation of boxed content.

collaborations.

Brand collaboration allows for the boxes to be sold at a lower price, with many brands offering products for little or no cost, dependant on product and brand. The IDP aims to collaborate with all sorts of brands that are in keeping with the brand ethos of IDP and the boxes they produce. Products can keep their original branding but will be wrapped and presented in the relevant branding that IDP sees fit in accordance to the box aesthetic.

COMPETITORS.

Due to the completely unique nature of IDP, there are currently no competitors who market their products towards the same target market. The team at IDP will consistently monitor the market for competitor analysis and product launches to determine an appropriate market positioning amongst any future competitors. IDP will establish itself as an entirely unique concept.

promotional

strategies social media.

IDP hope to use social media to attract and engage with their target audience, by creating an instagram account documenting the brand ethos and values. Although IDP try to encourage their customers to come away from social networking activities, it is vital to realise the needs of the customer and understand that the target consumer use social media very consistently and therefore it is most appropriate to direct marketing strategies through social networking platforms such as instagram. IDP will only be setting up an instagram account initially. The activity on this account will be monitored to see if it is successful before moving on to develop accounts on other digital platforms. Market research showed that consumers used instagram more than any other social networking platform which determined the decision for IDP to set up an instagram account to launch their debut box.

advertising.

IDP will advertise through instagram as well as buying advertising space in lifestyle magazines. The following magazine have been considered.

Oh Comely Magazine Betty Magazine Frankie Magazine Wonderland Magazine Wallpaper* Magazine i-D Magazine Elephant Magazine Uppercase Magazine

As well as this, the IDP will gain good traction from the distribution of press collateral to various magazines and publications. Editors will be sent press material along with a Clowning Around box as a gift, which will gain more brand awareness and help to build up relations with publications for advertising purposes.

launch event

details

event concept.

IDP will launch their debut activity box Clowning Around at a fun and exciting event. The idea is to create a House of Fun, much like the carnival hall of mirros and fun houses, but with guided tours from actors in clowning attire who will lead guests around the venue and encourage them to participate in games and tasks.

This event will take place at The Vaults on Leake Street in London. This venue has an undergorund quality with the potential to develop rooms and areas for a fun filled adventure tour.

The is due to take place on Friday 31st June with guided tours starting from 6pm giving guests a generous amount of time to attend after work. The idea is that afterwards they will stay behind in the bar area inside the venue, for wacky drinks and circus themed snacks. This will also provide the IDP team with networking opportunities throughout the evening to build up relations and gain further press coverage.

The event will be advertised on StyleDirectory, Fashion Monitor and Gorkana so people all over creative industries will be able to RSVP.

IDP will also send out personalised invited and press releases to target publications, targeting editors especially. Editors will be sent a gift box to entice them to the event. On arrival, editors will be given a gift vouchers to purchase the product box free of charge.