JAVIER ASTURIAS WINTER 2019 CAPSTONE PROJECT SAVANNAH COLLEGE OF ART & DESIGN
TA B L E O F C O N T E N T INTRODUCTION DYPTIQUE HERITAGE OF THE BRAND PRICE POSITIONING
3-4 5 6-8 9
TRENDS TRENDS TRENDS TARGETI TARGET
10 11 12 13 14
WITHIN CANDLE MARKET WITHIN ADVERTISING WITHIN SOCIAL MEDIA NG TO MILLENIALS CONSUMER
SWOT PRICING POSITIONING MARKET PERCEPTION COMPETITORS
17 18 19 20 - 22
DYPTIQUE SOCIAL MEDIA PROFILES CURRENT IMAGES CURRENT WEBSITE FACEBOOK PROFILE USER GENERATED CONTENT
23 - 24 25 - 26 27 28 - 29 30
LINE OF PRODUCTS CUSTOMER PROFILES ASSETS SOCIAL MEDIA CALENDAR P R E D I C T I O N F O R C A M PA I G N
31 - 34 35 - 37 38 - 47 48 49
PROJECT CONCEPT
INTRODUCE A NEW MARKET SEGMENT FOR DIPTYQUE, GROWING MARKET SHARE AND INCREASE REVENUES.
PROJECT CONCEPT
HELP DYPTIQUE TO CONTINUE TO SUPPORT THEIR EFFORT TOWARDS BECOMING A LIFESTYLE BRAND.
Paris-based luxury goods company that produces a high-end line of scented candles, perfumes, face and body care.
Diptuqye story began in Paris in 1961. Three friends driven by the same passion: Christian Gautrot: Interior Designer Desmond Knox-Leet: Painter Yves Coueslant: Set Designer
Originally produced printed fabrics. 1963 introduced a line of scented candles. Eventually became famous for their scented products. +15 boutiques in UK +20 boutiques in USA.
PRICE POSITIONING
$65.00 6.5 oz. Avarage candle size
$72.00 6.5 oz. Avarage candle size
$35.00 2.4 oz. Sample candle size
$38.00 2.4 oz. Sample candle size
E-COMMERCE
TRENDS IN CANDLES
Online shopping has taken precedence over brick and mortar retail in a majority of industries, with candles being one of the few exceptions. Fragrance is a top factor in consumers’ decision to purchase specific candles most s h o p p e r s p r e f e r t o s n i f f b e f o r e t h e y b u y. H o w e v e r, c a n d l e b r a n d s a r e i n n o v a t i n g to use e-commerce to match products to each c u s t o m e r ’s p r e f e r e n c e s a n d p u r c h a s e h i s t o r y. Companies also sell “sample-sized” 4-ounce candles that allow customers to test scents before purchasing.
U N I Q U E C O N TA I N E R S TRENDS IN CANDLES
Along with scent, the presentation is equally as important to customers. Following fragance, c a n d l e ’s c o n t a i n e r i s o n e o f t h e t o p s e l l i n g p o i n t s . Unconventinal containters are gettin popular within the niche brands market. A niche market is the subset of the market on which a specific product is focused.
TRENDS WITHIN ADVERTISING VIDEO ENGAGEMENT
A c c o r d i n g t o a P e w I n t e r n e t s t u d y, 9 5 % o f I n s t a g r a m u s e r s a l s o u s e Yo u Tu b e . T h a t s u g g e s t s a link: visual content. In the Instagram feed, movement is more likely to catch the eye than a static image, so when considering ads and other important marketing messages, think of video first. Developing consistent design across photos and videos is a must, since a recognizable, branded “look� is what really matters in the Instagram profile.
TRENDS WITHIN SOCIAL MEDIA HASHTAGS CONTINUE TO MATTER
H a s h t a g s s t i l l m a k e a d i f f e r e n c e f o r c o n t e n t ’s d i s c o v e r a b i l i t y. M a n y u s e r s d e l i b e r a t e l y s e e k o u t specific hashtags on a regular basis, while others click on hashtags to find similar visual content. The latest trends and tags on Instagram continue to drive relevant traffic to individual posts. Data suggests you’ll get the most engagement when thereis a range between 11-15.
#DIPTYQUE
TA R G E T I N G T O M I L L E N I A L S INFLUENCERS
A study conducted by Statista earlier this year found that 62 percent of marketers were planning to grow their influencer marketing budgets in 2018. As influencers become an increasingly important part of the customer journey and continue to “influence” purchase decisions, the industry must w o r k t o w a r d b e t t e r a t t r i b u t i o n m o d e l s f o r t h i s f a i rly new form of engagement.
TA R G E T C O N S U M E R “ D i p t y q u e d o e s n o t t a rg e t a s p e c i f i c d e m o g r a p i c . A s w e a re a l i f e s t y l e b r a n d , w e a p p e a l t o a w i d e a u d i e n c e � - F a b i e n n e M a u n y, C E O
Men / Women 20s - 50s Lives in a major city - suburb area Appreciates the little pleasures in life W illing to spend money on certain products Well scented space is crucial for them. 50,000 - 150,000k
R AT I O N A L E B E H I N D C A N D L E S P U R C H A S I N G
S W O T
product quality heritage product portfolio name behind local presence similar competitors price point global expansion brand loyalty advertising marketing brand Awareness lack of advertising competitors
$105
$87
$36 T $67 L
$35 S $65 L
Art Oriented
Trendy
Timeless
Fashion Oriented
British perfume and scented candle brand, founded by Jo Malone in 1983. The brand is known for its expensive perfumes, luxury candles, bath products, and room scents.
Candle Princing:
$36 small candle $67 regular size candle
French
candlemaker
and
the
oldest
wax-producing factory worldwide. Founded in 1643, it was the provider of the r o y a l c o u r t o f L o u i s X I V, a s w e l l a s m o s t of the great churches of France.
Candle Princing:
$105 regular size candle
French perfume, cosmetics and candle house, which is among the oldest in the world. Many traditional Guerlain fragrances are characterized by a common olfactory accord known as the “Guerlinade�
Candle Princing:
$87 regular size candle
OVERALL FOLLOWERS BREAKDOWN
679,900 Followers +Instagram +Facebook +Twittwer
405 k 248 k 26.9 k
LINE OF PRODUCTS
$38.00 2.4 oz.
$35.00 2.4 oz.
$38.00 2.4 oz.
CENTIFOLIA. Cultivated in the Grasse region of France since the 16th century the Centifolia rose is also called the May rose for the month in which it is harvested.
$38.00 2.4 oz.
DAMASCENA. The Damascena rose is also called the Damask rose in honor of its place of origin. According to folklore, it was brought to Europe during the Crusades, as its name refers to its origin of the city of Damascus.
$38.00 2.4 oz.
ROSES. Like a tender, freshly picked bouquet, it pays homage to the queen of flowers.
$35.00 2.4 oz.
DRAKE 25 years old. Marketing Coordinator for Bannana Republic. Lives by himself. Likes coming home after a long day to relax. Appreciates a good scented candle. Income = 75,000.
B R I T TA N Y 20 years old Studies graphic design in LA. Lives with two other roommates. Tr e n d c o n s c i o u s . Spends money on things she appreciates Quality over quantity Depends on parent income.
MARINA 42 years old. F a s h i o n D i r e c t o r a t B a r n e y s N e w Yo r k Lives in the Upper East Side. Has two little girls Always on the move Tr a v e l s o n c e / t w i c e a m o n t h Appreciates calm moments at home 130,000
CONTENT PRODUCITON PHOTOGRAPHED BY JAVIER ASTURIAS
SOCIAL MEDIA CALENDAR APRIL 19
Video Post
Photo Post
Other Products
APRIL 2019 C A M PA I G N P R E D I C T I O N S Current 1% Engagement Rate APPROX 3% ENGAGEMENT RATE CURRENT = 4,498 Likes per Post APPROX 7-8K LIKES PER POST
RESOURCES | D i p t y q u e P a r i s L a M a d e l e i n e C a n d l e | D i p t y q u e P a r i s , w w w. d i p tyqueparis.com/. “Home Scents: Consumption Motivations in the U.S. 2017 | Stat i s t i c . ” S t a t i s t a , S t a t i s t a , w w w. s t a t i s t a . c o m / s t a t i s t i c s / 8 2 7 8 5 9 / u s - h o m e - s c e n t - p r o d u c t - u s a g e - c o n s u m e r- m o t i v a t i o n / .
“Home Scents: Sales Growth by Product Type U.S. 2017 | Statistic.” Statista, Statista, www.statista.com/statistics/827833/us-home-scent-product-sales-growth-bytype/. By. “Global Candle Market: Key Vendors, Trends, Analysis, Segmentation, Forecast to 2018-2023.” MarketWatch, MarketWatch, 20 Nov. 2018, www.marketwatch. com/press-release/global-candle-market-key-vendors-trends-analysis-segmentation-forecast-to-2018-2023-2018-11-20. agram-ads.
Hays, Katherine. “Advertising Trends You Should Consider in 2019.” Entrepreneur, Entrepreneur, 17 Jan. 2019, www.entrepreneur.com/article/326236. “10 Instagram Trends Marketers Need to Know for 2019.” Shakr Video Marketing Blog, 9 Jan. 2019, blog.shakr.com/instagram-trends-2019/. “The Beginner’s Guide to Advertising on Instagram.” Shopify, Shopify, www. shopify.com/blog/instagram-ads. “Shedding Light on the Latest Candle Trends.” National Candle Association, candles.org/1550-2/.
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