TABLE OF CONTENTS
1.
Executive Summary
2.
Introduction
3.
Business Issue
4.
Overview of the Jewelry Industry in Germany
5.
Relaunch of Diesel Jewelry •
Secondary Research
•
SWOT Analysis
•
Competitor Analysis
•
Target Consumer Analysis
•
Primary Research
•
Research Goals
•
Research Design Chart
•
Analysis of the Results
•
Positioning Strategy
6.
Marketing Strategy
7.
Media Strategy
8.
The Creative Idea
9.
Execution
10.
Diesel Jewelry Ad
11. Campaign Evalution 12. Appendix
INTRODUCTION
EXECUTIVE SUMMARY
Diesel; an Italian brand, primarily known for its denim; is now a global lifestyle brand. It was founded by Renzo Rosso in 1978 and boasts a heritage of 39 years in the fashion and apparel industry. Their product categories include denims, apparel, perfumes, watches, strollers, footwear, belts, bags and accessories. Diesel is often considered as a brand for the fashion forward people as Diesel jewelry to re-launch in germany: Staying true to its quality, style, and loyalty, Diesel jewelry will be relaunching its new collection in Germany with a vision of women empowerment. The renowned brand, typically known for its denim and men’s bracelets has re worked on its promotional strategies to focus on women. Diesel has focused on effective communication strategies that will help reach out to the potential target customers by creating a greater brand awareness. The jewelry designs are unique and unconventional, thus reflecting the typical ‘out of the box’ and ‘bold’ image that Diesel has had; over the years.
it portrays an edgy, fearless and sensual image. Although Diesel has had a jewelry line in the past, not many people are aware of it. This could be due to ineffective promotional strategies. Furthermore, their limited selection and outdated designs did not entice the target customers. The brand carries a carefree image with macho vibes, however the relaunch focuses on empowering women by offering an exclusive jewelry line for them. The jewelry range by Diesel sustains the brand’s bold image. The designs are unique and unconventional and aims to create a niche for itself in the jewelry market. Diesel has always maintained the ‘fearless’ image in all their campaigns, over the years. Moreover, the designs are very edgy, experimental and reflects the youth culture. The jewelry mainly targets women who are not afraid to sport the over-sized and unusual pieces. They are fashion explorers who have the urge to wear new products.
BUSINESS ISSUE OVERVIEW OF THE JEWELRY INDUSTRY IN GERMANY
Germany boasts about its rich history in jewelry with some of the big names being Thomas Sabo, Wempe, Niessing, Wellendorff, Hellmuth and Low awareness
Bijou Brigitte. With the Germans buying luxury, individualized and customized styles of jewelry, the sector has shown a rapid growth over the
Dull shopping experience
past few years. The online penetration of jewelry and accessories in the retail industry shows an increase in online sales, with offline sales declin-
Ineffective marketing strategies
ing in 2013, and shows a forecast for 2018. It is predicted that there will be an increase of 4.2% of retail sales by the year 2018, as 6.8% of online
Little presence on social media Narrow customer base
sales were recorded in 2013. (Statista - The Statistics Portal, Statista, 2017) However, offline shopping remains a preferred choice as people like to try and feel the jewelry before they buy it.
Weak connection with loyal customers Non-adhesive jewelry line
Luxury jewelry has an increasing demand although they remain exclusive. On the contrary, the volume of low cost jewelry is more in Germany. Considering the statistics from 2002 to 2014, the net revenues of the watch and jewelry retail sector in Germany has had a steady growth, reaching a peak of 5,950.49 million euros in 2012. However, there was a small drop to 5250.98 in 2014 (Statista - The Statistics Portal, Statista,2017). The most recent net worth of the German jewelry market was â‚Ź103m, while the annual jewelry exports are worthâ‚Ź1.3 bn.
SECONDARY RESEARCH - SWOT
RELAUNCH OF DIESEL JEWELRY IN GERMANY
Contemporary designs Rugged & Robust Continuous innovation and experimentation High quality Caters to the needs of the target audience •
•
•
•
•
S W
Staying true to its quality, style, and loyalty, Diesel jewelry will be relaunching its new collection in Germany with a vision of women empowerment. The renowned brand, typically known for its denim and men’s bracelets has re worked on its promotional strategies to focus on
Expand customer base Integrated aesthetic to the brand Collaborations Celebrity endorsements •
women. Diesel has focused on effective communication strategies that will help reach out to the potential target customers by creating a greater brand awareness. The jewelry designs are unique and unconventional, thus reflecting the typical ‘out of the box’ and ‘bold’ image that Diesel has had; over the years.
•
•
•
Lacks experience on jewelry design Rejection from loyal customers
•
•
O T
•
•
•
Change in pricing W.R.T availability of raw materials Change in consumer behaviors Shift in economy
• Opportunities • Strengths Diesel jewelry has a strong and a stable style. Their contemporary designs portray a rugged and a rustic image of the brand. Diesel is very connected to the youth culture and current social phenomenon which led them to become a globally popular brand. Diesel jewelry constantly innovates and experiments with new ideas so that they can keep their customers interested. Moreover, Diesel jewelry maintains high quality and caters to the needs of its target audience; who seek trendy and practical jewelry.
• Weaknesses The biggest weakness is that, Diesel jewelry lacks experience on jewelry making, which is difficult for the brand, in order to improve the design and quality of its products. Besides that, the new jewelry line may face rejection from the loyal customers of Diesel, who cannot accept the aesthetics of the new jewelry line.
With the relaunch of the women’s jewelry section, Diesel will be able to expand its customer base by attracting potential customers from different age groups. By relaunching and redesigning the jewelry line, Diesel will introduce the new aesthetics of the brand to its loyal customers. The relaunch will also create opportunities for Diesel jewelry to collaborate with other jewelry brands or designers. Lastly, the relaunch will be a perfect opportunity for Diesel jewelry to use celebrity endorsement; to promote the latest jewelry products. We will invite credible and trustworthy celebrities to endorse the products, so that their fans will pay attention to Diesel jewelry and build interest for the products.
• Threats First of all, due to the price fluctuation of the raw materials used in jewelry, it might cost high for Diesel jewelry to manufacture each unit. On top of that, the increasing cost of labor will also add up to the cost of units. Secondly, the consumer behavior is always changing. They might switch their personal styles to something entirely different over time or choose other brands over Diesel jewelry. It is an important task for Diesel to revolve as the market is shifting. Thirdly, a country’s economic shift is unpredictable; which increases the risk for a business. When the economy suffers, it directly affects the consumer’s’ buying power. During this situation, it will be challenging for Diesel jewelry to make enough profit to cover the cost of production.
COMPETITOR ANALYSIS TARGET CONSUMER ANALYSIS • DEMOGRAPHIC Diesel jewelry’s target customers are women aged between 18 and 55, who live in Germany. As far as their education is concerned, it starts from currently enrolled in high school to holding a Master’s degree. The target consumer’s average salary per year is around €25,000 to €50,000. Although some of the younger consumers are dependent on their parents, they do earn money for their shopping expenses with the help of their part-time jobs. The target customers are likely to be working in creative fields such as marketing, designing and fine arts industry.
• PSYCHOGRAPHIC Since Diesel jewelry’s customers mainly work in creative fields, they are very sensitive towards design and fashion. They tend to be fashion forward, and are well updated about the latest trends. The younger consumers spend their weekends in the clubs; where they meet other creative, inspirational individuals. On the other hand, the older consumers are highly active when it comes to outdoor recreational activities. Just like Renzo Rosso; the founder of Diesel, they like to spend their leisure time by traveling, dining in their favorite restaurants and biking during the day-time. Diesel jewelry’s customers appreciate art and fashion, and visit art galleries and museums frequently for inspirations. They are individuals who are free-spirited, expressive and confident. They pursue a lifestyle that they are comfortable with and express their opinions fearlessly
• GEOGRAPHIC Diesel jewelry’s customers live in modern cities like Berlin and Hamburg, in Germany
PRIMARY RESEARCH
• RESEARCH GOALS
The objectives of conducting a primary research are; to find out: (a) if the consumers are aware of the brand ‘Diesel’ and its existing jewelry line (b) the consumer preferences for jewelry and buying behavior (c) the impact of social media; to promote jewelry buying. (d) the spending power of a consumer
• RESEARCH DESIGN
To achieve the objectives of the primary research, we conducted an online survey and also interviewed focus groups to get their responses. There were 110 participants in our online survey. The questionnaire included 10 questions that were easy to comprehend by the participants, to let us know about their jewelry preferences. The survey also helped us know our participants’ age and nationality.
The goal of the survey was to understand whether these participants were aware of the brand ‘Diesel’ and its existing jewelry line. It also helped us grasp their shopping behavior, consumer insights and attitude towards jewelry buying. The responses give us an idea of the shopping frequency and spending power of the consumers. This in turn; helps us understand where the brand needs to re-focus during rebranding and effectively reach out to the potential consumers.
MARKETING STRATEGY • ANALYSIS OF THE RESULTS
The analysis is based on the responses from 110 participants. The survey was conducted for a period of six weeks, from September 28, 2017 to November 10,2017. We observed that most of the participants were aged between 17 and 49 years old. During our survey period, we noticed that 65% of the participants were aware of the brand ‘Diesel’; while 35% of them had not heard of the brand. It was interesting to see that only 16% of the participants knew Diesel had an existing jewelry line; while 84% had no idea about their jewelry section. We also observed that 50% of our participants buy jewelry in general, irrespective of the brand. About 15% of them buy jewelry once a month, 22% of them buy once in six months and 25% buy once in the year. This helped us understand their shopping frequency. Furthermore, 96% of the participants mentioned that they do not recollect watching any advertisements on Diesel jewelry. We also noticed that Instagram is the most popular platform on social media, Facebook being the second most popular and Twitter; the least popular amongst our target consumers. The participants do feel that advertisements on Instagram would influence and motivate them to buy jewelry. Understanding the target consumer becomes important for a brand like Diesel before rebranding and re-launching its jewelry section, so that they can be more effective in terms of their marketing and promotional strategies. By doing this, they will be able to reach out to a larger target audience. Lastly, we noticed that most of the participants were excited about the Diesel jewelry re-launch and seemed to be excited to check out the new collection from the brand.
• POSITIONING STRATEGY
• COMMUNICATION STRATEGY • PRE-PURCHASE-ORIENTED Integrated Marketing Communication strategy includes components such as : (a) Brand- oriented (b) Pre-purchase oriented (c) Purchase oriented
• BRAND- ORIENTED Increasing the awareness of the relaunch of women’s jewelry section The German consumers are familiar with the existing Diesel jewelry line; since it is one of the most frequently purchased jewelry brands in Germany. However, relaunching the jewelry line can create both; positive and negative effects to the brand. It is a process of persuading the loyal customers that the brand still holds the same value and stays true to its design aesthetics. To introduce the integrated jewelry line, Diesel jewelry must focus on increasing the brand awareness and enhancing the brand image.
Stimulating the desire to purchase the relaunched jewelry products The provocative commercial and seductive advertisements of Diesel jewelry are the keys to pre-purchase oriented marketing. Broadcasting the commercial on YouTube will attract the target audience and ensure that they pay attention to the relaunch. Furthermore, they can spread the news by reposting and sharing the commercials. By using Facebook and Instagram, Diesel jewelry can spread a flavor of the sexiness embedded in their campaigns and their refreshing design elements to the target audience. Through captions, Diesel jewelry will help consumers comprehend the relaunch of the jewelry line and the motivations behind the same. Furthermore, it is extremely important for Diesel jewelry to deliver the message of Women Empowerment. To achieve this goal, Diesel jewelry can start a hashtag campaign on Instagram and Facebook; and encourage German women to share their positive stories on social media. It can also be a contest; where in a woman shares her story and if she receives the most number of likes, she wins a gift card by Diesel jewelry. The inspiring and powerful commercial will create the resonance among the community, and eventually lead them to the actual purchase.
• PURCHASE-ORIENTED Making consumers recommend the products to others and encouraging the consumption. By promoting the ‘women empowerment’ message, Diesel jewelry builds a community for women who are strong, independent and confident to come together and support one another. This positive attitude that Diesel jewelry creates will be contagious; as people are always encouraged to bring positivity into others’ lives. The brand, Diesel; does hope that these women do tell their friends about this cheerful promotion, thereby helping them to build their interests, which will further lead to trial and purchasing.
COMMUNICATION OBJECTIVES Diesel will follow the ‘Hierarchy of Effects(HOE)’ model to achieve its communication objectives 1. Awareness Diesel jewelry advertisements will make use of social media platforms to create brand awareness amongst the consumers. Diesel will post its sensual and provocative jewelry ads on Facebook, Instagram, etc. to capture the attention of its potential target audience; and create brand awareness. 2. Likeability Diesel jewelry will focus on creating a sense of desire; thus, helping the potential target customers identify with the brand. 3. Brand preference An affinity towards the brand will make the potential consumers choose ‘Diesel’ over the rest. 4. Trial After going through the three different steps in the funnel, this is the stage when the consumer wants to try the product and make her first purchase. This leads to the expansion of Diesel jewelry’s current customer base.
COMMUNICATION MIX Diesel jewelry will be using direct mails, magazines and digital ads to promote its new products and holiday sales events. In order to reach out to the older generations, it is important to continue using some of the traditional marketing strategies; as the older customers still rely heavily on direct mails and magazines to access new information. To target younger generations, Diesel jewelry will invest more in social media, mobile internet, email promotions and online videos, as the web traffic is significantly increasing on a yearly basis. This is the most direct and creative way to reach Diesel jewelry’s target audience. Out-of-home discipline was chosen to gain more exposure, since it will allow Diesel jewelry to reach existing consumers and potential customers in a louder voice. Public Relations and events are used to invite Diesel’s loyal customers and future customers to get connected with Diesel jewelry. It is essential for Diesel jewelry to build a community; where women support each other, and empower women from all generations. Moreover, Public Relations and events will be a more official way to introduce the new products, services and collaborations.
DIRECT MAIL Direct mail is one of the most frequently used formats for direct marketing amongst German enterprises(Export.gov). It is very common for German companies to use direct marketing to sell their products and services. Diesel will send out flyers of their jewelry collections, which will serve as a tool to inform consumers about the new arrivals in store or online, besides letting them know about the discounts and holiday
MAGAZINE Placing print advertisements in Magazines like ELLE will make a strong statement for Diesel jewelry. Using the images of the latest jewelry products along with the tagline to highlight the campaign, will increase the awareness of the relaunch, and intrigue the consumers to go to the stores or website to find out more information.
sales promotions. It is a convenient method to deliver a direct message to its consumers. The visuals on the flyers will also potentially help in increasing the sales as it is a more personal form of communication.
DIGITAL AD The retail website traffic on smartphones has grown up to 80% in Q2 2016 in Germany(CMO) . Placing ads on E-magazine and popular online websites such as Brautmagazin, Brigitte and Cosmopolitan will increase the awareness of the Diesel jewelry relaunch. Diesel jewelry will also
MOBILE INTERNET Placing ads on mobile devices is a fantastic way to reach existing consumers and potential consumers. Since people spend most of their time browsing online, it significantly extends the time of exposure for a brand. With mobile internet access, Diesel jewelry can reach as far as it can, within and beyond the German borders.
place ads on YouTube as a microsite; showing the new products and jewelry relaunch campaigns, in order to direct the consumers to the official website. For consumers who cannot visit the physical stores, the online website is where they can access the information and purchase the products directly. As a brand, Diesel aims to build connections with its consumers and create a sense of belonging for them.
EMAIL PROMOTIONS
ONLINE VIDEOS Currently, Diesel is very active on YouTube, however, the channel does not have a lot of subscribers. The most popular video by Diesel has over 10 million views. It is possible for Diesel to create a buzz online and spread the message rapidly across the globe. There will be a separate
The email promotion is where the marketing team gets to be as creative as possible. It is also important for Diesel jewelry to inspire consu-
YouTube channel that will be dedicated to Diesel’s jewelry section. This channel aims to encourage women to speak up, stand out, break out
mers to check out the latest products online. The message can be delivered without using too many words. It also saves time and labor to
of their comfort zone and gain confidence. Diesel jewelry is determined to deliver the message, to all the women out there; who are seeking
send out millions of emails within minutes. By using emails as a medium of promotion, Diesel jewelry can notify the customers about the new
recognition and encourages them to discover themselves.
arrivals, sales or events happening at a particular time and this can be very impactful in terms of likeability and purchase decisions.
SOCIAL MEDIA: FACEBOOK, INSTAGRAM AND TWITTER OUT OF HOME Outdoor spaces like billboards/ hoardings on buildings are strategic locations to place advertisements as they easily catch the attention of the target consumers. Likewise, Diesel jewelry has planned to place the jewelry ads on billboards, transits and buildings, as it is easier for the brand to reach out to its consumers in all age groups. Moreover, placing advertisements in the malls ensures more exposure, as it can be viewed for a wider target audience.
Social media has gradually transformed into an amazing way in which businesses can reach existing customers and potential customers. According to a recent study performed by German public television companies ARD and ZDF, over 85% of all German adults keep themselves engaged on online platforms. However, only around half of the German online users are into social media. This number is very less compared to other European countries. Social media platforms such as Instagram is extremely popular amongst 14 to 29-year-old, however, it is not really used by older generations.
PR AND EVENTS
In Germany, the number of Instagram users are rising by the day, with more and more young people joining the trend. The most used social network in Germany is Facebook, and it has over 28 million users. Moreover, 42% of the frequent Facebook users are women; aged between
Relaunch party and events will attract loyal customers and potential customers to get connected with the brand Diesel and also get introdu-
14 and 69. This means that Diesel jewelry can utilize Facebook to broadcast its relaunch campaign for women’s jewelry line and get feedback
ced to its jewelry offering. It is like a face to face communication where consumers can visually and physically engage with Diesel jewelry. For
from their consumers right away. Since our target market is women aged between 18 and 55, Diesel jewelry can create content that focuses
this relaunch event, Diesel jewelry will invite the CEO Alessandro Bogliolo and German celebrities; to support the event and create a sense of
on different age groups, specifically designed for different platforms. For example, the Facebook content could be more straight forward and
excitement and exclusivity.
engaging and this will encourage customers to communicate with Diesel staff in a more convenient way. On Instagram, Diesel jewelry can use features that allow younger consumers to tap and shop. By doing so, they can directly purchase the items they like and recommend them to their peers. It effectively shortens the time taken for decision making and increases the possibility of sales.
BUDGET ALLOCATION The estimated budget for Diesel jewelry communication plan is around â‚Ź1.4 million, doubled the amount it put into US media spending in Q1 2017. The digital discipline will be the main focus, since Diesel has shifted to non-traditional marketing during the past few years. The digital media vehicles we plan to utilize include: Facebook, Instagram, YouTube, online videos, digital Ads (on website) and Email promotions. Due to the rising popularity of Facebook and Instagram in Germany, Diesel jewelry has decided to allocate 16% of the budget on Mobile Internet and 30% on the Digital Ad. Besides that, Diesel jewelry has to continue publishing video campaigns on YouTube channel, so we allocated 20% of the budget on online videos. As email promotion becomes an impactful tool for marketing new products, Diesel jewelry has to step up in order to build brand preference. For traditional marketing, Diesel jewelry has included direct mail, magazine, out of home, Public Relations and events, thereby, Diesel jewelry decided to allocate 29% of the budget on it. Moreover, 4% of the budget will go to direct mail, since most of the campaigns will be published online.
The direct mail will be used to inform the customers about the new arrivals and sales promotion on the website. Since it is a relaunch of women’s jewelry line, it is extremely effective to host a press release to announce the news. The 5% budget allocation on Public Relations and events will allow Diesel jewelry to host party and invite celebrities to participate in our relaunch party. Although Diesel jewelry is putting a lot of effort in digital marketing, Diesel jewelry still wants to keep up with the magazine ads. Because magazine is still an important source of information in Germany, the relaunch news and campaign can be used to reach as many consumers as possible to attract their attention. Lastly, Diesel jewelry allocated 10% on out-of-home marketing such as billboards, transits and buildings. The goal is to raise awareness and maximize the exposure of the campaign for the relaunch of the jewelry line.
IMC BUDGET ALLOCATION
MEDIA STRATEGY DIGITAL MARKETING BUDGET ALLOCATION
MEDIA STRATEGY
CREATIVE IDEA
The big idea for the Integrated Marketing Communication plan for Diesel Accessories is women empowerment. Over the years, Diesel advertisements have been focusing on conveying a very bold and often provocative message to the viewers. Diesel likes to portray itself as a brave and a free-spirited brand. They often reflect social issues, and depict the real world. The advertisements for Diesel accessories sustain the edgy image but puts women into focus. It shows that women are as powerful as men, thus addressing gender equality. A Diesel girl has the power and aura to be a ‘go-getter’, who is not afraid to break the rules. The brand reflects the youth culture and their desires in a very sensual and bold manner through their advertisements. They aim to offer something unique and unconventional for the bold and beautiful.
FACEBOOK THE CREATIVE IDEA EXECUTION TACTICS
Provocative image The brand makes sure that it gains the attention of the consumers by a controversial execution of an advertisement. Seductive atmosphere The brand often creates a flirtatious or sensuous mood. Demonstrates the product in use There is a focus on the products; which become a part of the story during the execution of their advertisements. Links the headline to the advertisement The headline is a shout out of what the advertisement wants to tell the potential customers.
WEBSITE
OUT OF HOME
MAGAZINE AD
BILLBOARD
E-MAIL PROMOTION DIRECT MAIL
MOOD BOARD
STORY BOARD
CONCEPT The advertisement shows a sassy and a sensual girl who is fearless. She is a go-getter who makes sure that she gets the attention wherever she goes. She arms wrestles with a guy to show that she is powerful. This ‘Diesel girl’ abides by writing the rules to break them.
• SCRIPT 1. EXT. GARAGE - DAY BONNIE is working on cars for the garage. 2. EXT. FARM - DAY AMY is walking with her horse in the fields while wearing her PENDANT. 3. EXT. GAS STATION - DAY Bonnie is flirting with customer CLINT when Amy rides up on her motorcycle. As she moves to go into the gas station, Amy smacks Bonnie’s butt. Bonnie looks at her in shock, but when Amy slings her PENDANT around; to her back, Bonnie bites her lip upon seeing the jewelry. Amy moves to enter the gas station.
CREW LIST
DIRECTOR- JANINA MISTECKY 1ST AD - FRANCES J. MARTINEZ DIRECTOR OF PHOTOGRAPHY- JANINA MISTECKY CAMERA OPERATOR -SPENCER HEHL
PHOTOGRAPHER ANDRE’L. JOHNSON
1ST AC- DANIEL PAIVA 2ND AC- KENDAL SWINNEY
SCRIPT WRITER LAURA COE
GRIP AND SET LIGHTING KEY GRIP- TRISTAN GRIMM GAFFER- HEATHER STRALEY
JEWELLRY FARZANEH NOZARI ZIHAN YANG SHUOYUAN BAI
LOCATION SOUND DANIEL WIGLEY
4. EXT. BAR - NIGHT Amy rides up on her bike and heads towards the bar door when she sees Clint and friends sitting outside. She backs up and walks over to them. She pushes the guy sitting next to Clint out of the way, sits down, and puts her arm out to arm wrestle Clint. They have a tense arm wrestling match and Amy wins. She smirks as she stands up to head inside the bar.
BOOM OPERATOR (…)
NARRATION I write the rules to break them. Diesel accessories. OVERLAY DIESEL LOGO END.
COLORIST EMILY CRAMER
EDITOR DANIEL QUINONES CRUZ
SOUND TRACK POND5
MODELS MICHELLE MORIN MORIN HUGO PEREIRA SOFIA VIDELA KEVIN HOLLOWAY ZOHA ANGELIC KELSEY TOPE LAUREN KEMBI GEORGE CASSEL MATT KOZEL AUBRIANA WALLOW NGUYEN TRAN MINH TRI ALLISON NICOLE SMITH
HAIR AND MAKEUP ANGIE SANTIAGO MAARSEL ATALLAH U-HAUL DRIVER DANIEL PAIVA HORSE (KHALEESI) SHELLI CLAY MOTOR BIKE GEORGE CASSEL LOCATION MITCHELL’S SERVICE CENTER- SAVANNAH CHERVELY GAS STATION –SAVANNAH EVERMORE FARM INC- BROOKLET-GA TASTE OF INDIA- SAVANNAH
AD DIAGNOSTICS DIESEL JEWELRY AD
• BRAND AWARENESS The purpose of advertising is to create strong brand associations. Conducting surveys within our focus groups will help us analyze if the brand awareness has increased over time, amongst the target customers. Our intention is to find out which is the most preferred brand in the jewelry market.
• PURCHASE INTENTIONS It is important to see if our ads are effective in raising awareness and buying predisposition. In order to measure that, the target customers are asked if they would buy Diesel jewelry if given an option.
• BRAND CONSIDERATIONS Most consumers tend to buy jewelry from the same brand, repeatedly; therefore, we would like to analyze their buying behavior, and find out if they would consider buying Diesel jewelry.
• AD RECALL It is important to find out if the target audience recalls any advertisement; he/she has seen for the jewelry products. Responses from the target audience to questions like “Can you describe any social media promotion/YouTube ads that you’ve seen for Diesel jewelry?”; will help us know if the ad was successful in dominating the consumer’s minds. If the ad is successful, it means the ad has cut through the competitive clutter.
• AD RECOGNITION The easiest way to measure and analyze ad recognition would be; to show a Diesel jewelry ad to a person; without mentioning the brand name and asking them to guess the brand.
• MESSAGE TAKE-OUT AND IMAGE TRACKING The Diesel ads are strongly associated with their brand image, so that the target audience can understand its brand message. We would ask the target audience if they understand the message within the ad and find out if the ad would motivate her to buy Diesel jewelry.
CAMPAIGN EVALUATION
APENDIX
• PRE-TESTING Diesel jewelry will conduct a quantitative survey to a sample size of 20 people 2 months before Diesel jewelry launches the commercial on YouTube. Before the survey, Diesel jewelry will invite this group of people to the workshop and ask some questions to understand their feelings and attitudes towards the ad, buying propensity and brand considerations. At the same time, Diesel jewelry will show some competitor brands social media prototypes and observe these responders. After that, they will be asked to fill out a questionnaire and write down their feedback and suggestions. In the end, Diesel jewelry will give them a discount card for the jewelry purchase or discount code for the online shop.
• POST TESTING Diesel jewelry will also launch some print advertisements in magazines, since testing the effectiveness of an ad after a campaign is launched is an important step. Diesel jewelry will ask a representative group from the target audiences if they have read the different magazines where Diesel jewelry placed the ads. They will be asked to express their opinions and interests. Lastly, it is also a significant step to check whether the target audience recognizes our brand or not.
• CONTINOUS TRACKING Diesel jewelry will continue to track campaign placed on various platforms to observe the responses from the target audience. Diesel jewelry will ask the customers to fill out survey to win prize in order to collect data from them, then combine the latest data, analyze trends, and illustrate the current circumstances.
PACKAGING
BEHIND SCENES
ROI MEASURMENT
GANTT CHART
GANTT CHART
Research Marketiing Strategy Story Copy
Mood Board Style Frame Storyboard
Art Direction Location Props
Equipment Talent Shoot
Editing
Rough Cut Final Edit
SEPT 25 26 27 28 29 30 SEPT
1
2
3
4
5
6
7
8
OCT 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 OCT
1
2
3
4
5
NOV 6 NOV
7
8
9 10 11
RESEARCH DESIGN CHART MARKETING CALENDER
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RESULTS OF THE SURVEY
Online penetration of jewelry, watches and accessories retail sector
Net revenues of the watch and jewelry retail sector in Germany from
in Germany in 2013 and 2018
2002 to 2014 (in million euros)
125%
6.8%
5,661.42
11%
75%
50%
5,950.49
6,000
93.2%
89%
25%
0%
5,464.82
5,268.78 Net revenue in m illion euros
Share of retail sales
100%
7,000
5,250.98
5,000
4,000
3,675.52 3,133.9
3,000
2,901.4 2,834.6
2,914
3,120.2 3,211.5
3,349.8
2,000
1,000
2013
2018* 0 2002
Offline sales Source Retail Week; Conlumino Š Statista 20 17
Additional Inform ation: Germany; Conlumino; 20 13
2003
2004
2005
2006
2007
Online sales Source
Additional Inform ation:
Statistisches Bundesamt Š Statista 20 17
20 0 2 to 20 14
2008
2009
2010
2011
2012
2013
2014
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CITATION
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FASH 763- FASHION PROMOTION, FALL-2017 REBRANDING DIESEL JEWELRY PROFESSOR -ALESSANDRO CANNATA NANCY GUBBALA MELODY CHEN NAMITHA ACHANDIRA HIMANSHI SHAH YUE YANG