Me, Myself & I
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FINAL THOUGH TS
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JAY HARRIS ELODIE PURCELL DANNI WOOD SUSAN MULLEN
INTRODUCTION Words Jay Harris
Me, Myself & I is a contemporary solid fragrance brand based around the idea of personalisation and new femininity; it is designed to fit into routine without inconvenience. It is a brand with a difference offering a trio of solid fragrances for women, which are designed to be used individually or together for day, post exercise and night and when layered together can enable consumers to create their own individual scent. Our aim was to create a fragrance that was unique, innovative and personal; I believe that we have done just that.
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ur product stems from current research into femininity and its representation in sports fragrance. When looking into the fragrance market you cannot help but notice how fragrance products and their marketing strategies have changed since the commercialization of fragrance began in the 1900’s. It is no longer about the consumer and the relationship to a brand but about money and following. Luxury is lazy and is just one example where the industry has become disconnected from its roots; High fashion houses are selling cheap products for huge profit (Pearson, 2008) ‘The Liquid in the bottle represents only 3 percent of the total cost of producing it. The other 97 percent goes to marketing, packaging and advertising; And the selling price allows for a 95 per cent profit margin’. Exploiting their loyal consumers; and their marketing campaigns are getting repetitive. Femininity is still defined in princess mode using words such as “pretty”, “Beautiful” and “Pink” all over campaigns and packaging (Harrods 2015) ‘Moschino Pink Bouquet’. Even when it comes to women’s sports fragrances it seems that the theme doesn’t stop there with fragrances such as Tom Tailor College sport for woman packaged all in Pink and even a “pretty” Bow added to make it seem more feminine (fragrantica 2015); brands consider that the addition of the word sport to a fragrance name, instantly gives it appeal to a particular type of consumer but when it comes to female fitness and this idea of new femininity, it seems that women aren’t taken seriously in the fragrance industry.
Personalisation was another gap in the market especially when it came to fragrance. After research we Picked up on the current consumer trend for a more personal retail experience and customised product, something that is yet to be introduced into the fragrance market. Beauty retail has seen a strong growth in personalized products recently, with consumers drawn to the ‘just for me’ storytelling and service and It is evident that fragrance retailers are creating a path to personalisation of fragrance but only through packaging from engraving bottles to choosing colours of bottle caps. Brands such as Jo Malone have championed the customised section of fragrance packaging using illustrated packaging as a personalised purchase driver for a few seasons, often tied into events such as Mother’s Day and the Chelsea Flower Show. That’s where Me, Myself & I come in. Me, Myself & I is sophisticated and offers more than a traditional run of the mill perfume. With the need for a fragrance with a more personal approach and one, which takes the idea of femininity more seriously, our product offers woman the chance to personalise their fragrance by giving them multiple fragrances that they can mix together. Our brand makes suggestions for layering, but encourages our consumers to play and create a unique olfactory signature with the combination of scents. As well as this we take the theme of femininity more seriously with a more neutral colour pallet minus the sexist pink theme that seems to be common amongst many women’s fragrances, our product will be exclusive to the female market and also exclusive to certain retailers.
P POLITICAL: ECONOMIC: •EU regulations such as REACH may thwart innovation and •Due to strong UK economy consumer confidence high and creativity in fragrance due to increased call for testing people like to spend on luxury items such as fragrance. •Terror acts may affect trade negatively •Higher/ increased mortgages rates may affect consumers’ •After July 2007, when smoking was banned in all enclosed disposable incomes public places, this may make women more self- conscious •Change in economic environment by the use of natural about smelling of sweat and boost usage of fragrances products and recyclable packaging. •More women are taking part in sport. •New technology allows businesses to expand to an •Female fitness is more about aspiring to a healthy lifestyle internationally recognisable status much more easily than rather than a size 0. before. •Health and Beauty regulations.
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TECHNOLOGICAL: •Growing popularity of social networking encourages companies advertise on- line •Rapidly growing e-tailing encourages companies to make shopping on- line facilities •New technologies allow creating non- allergic causing perfumes •Modern technology boosts new sampling innovations •Wearable fitness tech - Exercising your self-motivation skills •3D Printers allowing consumers to create their own products
SOCIAL: •British women may see fragrance as something to be worn on special occasion •Older women (35s+) tend to be more conservative and less experimental than younger •Gifting is an important feature of fragrance market •The growth in over-45s who live younger lifestyles presents a further opportunity to manufacturers •Consumer take more care in what is coming into contact with their bodies. •The choice to live a clean and healthy lifestyle has become more prominent in female consumers.
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STRENGTHS: •Product that Offers consumers three fragrances that blend together, making it personal to the consumer. •Allocated fragrances but not limited to different times in the day. •Taking the female fitness market more seriously. •Personal, Portable and Affordable.
WEAKNESSES: •Because the fragrance is a solid, scent testers cannot be placed in magazines. •Online consumers will not be able to trial the fragrances so do not get the full customer service that we would want our consumers to receive.
Threats: •Other well established institutions might take the same approach and ultimately become a leading competitor. •Other Institutions have value for money fragrances that could cause our consumer to hesitate in purchasing our product.
Opportunities: •Ability to collaborate with fashion houses like Selfridges to create personalised bottles for our consumers. •Send out free MMI fragrances to celebrities for review, ultimately building following. •Sending our products out with another company such as Glossybox to get reviews of consumers. •Opening pop up stores to enable our consumers to get the full customer service they deserve.
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WHY IS THERE A NEED?
(Active People Survey (APS), Sport England, 2012) ‘The proportion of women taking part in sport has increased over the last year…’ With an increase in women participating in sport and becoming more gym savvy; femininity being redefined (Varga, C WGSN) ‘as women aspire to a body shape that is strong, natural and above all healthy’. Focusing on confidence and healthy living there is a significant gap in the market and a need for a product that appeals to that particular consumer (Maslow 1943) stated that people are motivated to achieve certain needs based on the needs that have not been met by other institutions.’ However we also know that our consumer
will participate in different activities during the day, which will not involve sport or Gym, which is why we decided to create a trio of perfumes. With the concept of the fragrance targeted to ‘women on the go’. Three solid perfumes that are compact, portable and longer lasting. Me, Myself & I is a product that offers compatibility with health, activity and well-being while suggesting luxury, style and serenity (Refer to PEST and SWOT).
WHAT MAKES ME, MYSELF & I UNIQUE? Our product will fall within the mass market (FIG.1), suggesting luxury yet being affordable and resulting in a new innovative product for both the sport and solid fragrance market. Unlike most solid fragrances MMI will compress a 75ml fragrance into a solid and sell it at the price of a 75ml bottle. Other brands such as Marc Jacobs daisy take a different approach (FIG.2); Selling their 0.75ml solid Daisy fragrance at a price of £34.00 (Boots UK 2015) and their 50ml liquid daisy fragrance at £55.50(Boots UK 2015); That would mean that you would have to buy 66 solid Marc Jacob fragrances to get to the same amount of fragrance as the 50ml liquid bottle and in order to do that you would be spending in total £2,244. What makes Me, Myself & I different? We are not out to fleece our consumer. With a spray fragrance on average you lose 60% of each spray each time in the air, only 40% makes contact with your body and with regards to a £55.50 50ml Marc Jacobs Daisy fragrance; that would mean that you lose 30mls of that fragrance as a whole, making a total loss to the consumer of £38.85. What Makes Me, Myself & I different? Well with a solid fragrance, you are applying it directly to the skin resulting in no loss of fragrance and also with a solid it is proven that the fragrance lasts longer as the top and mid notes take longer to disperse, unlike spray fragrances.
Me, Myself & I will also take a different approach when creating the actual fragrance, using coconut oil as the main ingredient and base of our solids; the solid will be easy to apply to the skin as the texture is not wax like. Using a Vacuum flask approach, our product will never melt or develop a clumpy texture in warm conditions; the way the bottle is designed allows the product to maintain a stable temperature when closed; this enables the perfume to remain a solid. With coconut oil being scentless this means the fragrances that we include don’t have to be too strong creating a careful balance between them. Each of the MMI “pods” will have different scents to match day, post workout and night. Our product isn’t just designed for use after activity. We want our consumer to feel the freshness of our perfume all the time, whether she is out on the town or at work. The daytime fragrance will take a floral approach consisting of rose, jasmine and lily; Post workout will take a fresh approach including green tea, fresh herb and cucumber and finally the night fragrance takes a musky approach with vanilla, sandalwood and amber. With each fragrance having such a different scent the consumer is getting a variety of fragrances and not only that, when mixed together the consumer can be innovative, creating their own personalized scent; another reason our product is so unique. We are allowing our consumer to test and apply; a way for consumers to adapt their fragrance to their mood or personality.
FIG.1
FIG.2
THE CONSUMER
Me, Myself & I primarily targets Women aged between 18-40 interested in but not limited to a healthy lifestyle and fitness as well as the idea of personalisation and being able to create your own scent. The ingredients used to make our fragrances are also natural products so our consumer could be interested in that aspect of the fragrance. MMI is aimed at someone who is consistently active, which is why the bottle is designed to be portable, and the fragrance will be solid so there shall be no spillage. Our consumer will be someone who doesn’t want to spend a lot of money but still aspires to a luxurious product; our brand will offer the highest standard of service and use the highest quality of ingredients to achieve this. Ella Mae Rayner is an example of our target consumer. Along with a consumer profile we have generated a media diary of our consumer; this allows us to configure what media our consumer is exposed to in a day and also will determine what media tools to use when trying to communicate our brand and message to them (FIG.3 & FIG.4).
FIG.3
ELLA MAE RAYNER AGE STATUS SALARY
20 SINGLE 24K ELLA’S BACKGROUND
Ella has a very active lifestyle; taking part in various sports and fitness activities such as Cheer-leading, Gymnastics, diving, Skiing and Yoga. in 2013 she was set to become part of team GB for oylimpic diving training and has since taken part in various international competitions and has appeared on UK TV show splash. Ella is very socialable and has a vast following across all of her social media sites and is constantly media active. Travelling is something that Ella loves to-do and has been doing all her life. She has an eye for the new and likes to be kept in the know with latest fashion and lifestyle trends and so is subscribed to various magazines such as vogue, women’s health and fitness and Love.
MOTIVATIONS
- Winning - Love for diving - Passionate about female fitness - Likes a challenge - The final Goal - Meeting Targets
FRUSTRATIONS - Broken loyalty - Complicated situations - Pressure
INTERESTS & HOBBIES Travelling : Visits New York with family once a year. Plans to travel Asia. Gymnastics : From a young age, Gymnastics has been a part of her weekly routine. Diving : It is not only a hobbie but is also her profession taking part in various competitions internationally. Cheer-leading : She has taken part in competitions with her team in the U.S. Fashion : Subscribed to various fashion magazines, she is constantly kept up to date with the latest fashion trends. Shopping : Favourite stores include Selfridges, Harrods, topshop, Anthropology and House of Fraser.
FIG.4
CONSUMER MEDIA DIARY 6:30 am – Alarm for work
6:30 am – 6:40 am –spends time on phone scrolling through Facebook 6:45 am – 7:00 am – Showers etc. 7:05am – Turns on radio, as she gets ready for work Throughout this time our consumer checks her other social networking sites such as instagram and Twitter, she also checks her emails. 7:45am – Leaves for work, She walks to St. Albans Station to catch train into London. 8:00am – Picks up a Costa coffee 8:10am – waits for 8:15 train and read women’s health magazine 8:15am – 9:00am – Our consumer takes an over ground train to St. Pancreas, to then take the central line underground to work. 9:15am – Arrives at Work 1:00pm – 1:30pm – Lunch Break, she visits Pret which is a 5 min walk from her work, inside she buys her lunch and reads the newspaper 1:20pm – She checks her social networking accounts, email and messages on her pone. 1:30pm – Back to work 5:00pm – Finishes work 5:05pm – Heads to her gym 5:15pm – Arrives at Nuffield health and well-being centre she takes part in various cardio exercises and on occasion will take part in swimming and yoga sessions. 7:00pm – Leaves Gym to Head to station to go home. 7:15pm – Central Line Train to London St. Pancreas. 7:20pm – St. Pancreas to St. Albans over ground train. 8:10pm – Arrives at St. Albans Station – On walk home is constantly on her phone. 8:25pm – Arrives Home. 8:40pm – Makes a healthy dinner. 9:00pm – Watches TV (BBC & E4) till late. 10:00pm – Sets Alarm for next morning, and goes to bed.
CREATIVE
FIG.5
CONCEPT
Me, Myself & I “A trio of fragrances for all versions of you�
FIG.6
When it came to our creative concept, the product, packaging and editorials had to stand out from our competition to attract our female consumer; we decided we wanted to create a more luxurious product that portrayed clean, fresh and minimal visual qualities and with the use of a restricted colour palette and inspiration from graphic designers we believe we have done just that.
PURITY
NEUTRAL
NATURAL
SOLID ORGANIC
SMOOTH
CLEAN CALM
FEMININE
FRESH
C FIG.7
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FIG.9
FIG.10
FIG.11
We decided to neatly place the products linearly, inside cardboard packaging; this makes the product look more natural and adds a modern, architectural, elegant aspect. This also means the MMI pods are recognisable, as their colours are prominent. As our products are crafted for portable use, the pods are made from a material called Polyurethane, this matte textured plastic fits perfectly with our design and makes it easy for consumers to chuck into their bags without breakage, it also allows our product to be compact enabling it not to take up much room in our consumers bags or weighing to much. The design takes inspiration from Eos Lip balms but to make our product stand out, our design incorporates a stainless steel inlay and a vacuum flask approach, this means that no matter where our solid perfume is placed it will not melt or turn into a clumpy texture because the vacuum flask keeps the solid fragrance at a constant pre set temperature.
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FIG.14
EDITORIAL
INSPIRATION FIG.15
GALLERY
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THE
FIG.34
EDITORIAL
PRE-SHOOT
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BEHIND THE SCENES
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THE SHOOT
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In order to attract our consumer we had to create a sophisticated and lavish advert to match our simplistic product. There were many routes that we could experiment with when it came to our editorial. The idea of using a rule of three, the same model but portrayed 3 times was the one that stuck with us. With the strap-line to our brand being “ A trio of fragrances for all versions of you” it seemed appropriate that we had to portray to the consumer not only something visual to resemble that but also the idea that our product is diverse and different, standing out from the competition. What better way to do that then to play with motion photography. Something that makes people take a second look; something that puzzles the mind. In order to portray this idea of “.. Different versions..” We had to create different looks so that when blended together, there was a transition from Gym to Day to Night. The product’s design and the editorial shoot work together in harmony to link the consumer to the brand. Our consumer likes our product because it’s a 3 in 1 design, it resembles the idea that they can look different and smell different even though they’re using one brand’s product. The idea that our consumer doesn’t have to have a day fragrance from one brand and then a night out fragrance from another. Our creative concept allows consumers to visualise this idea that they can use one brand and one brand only for all their fragrance needs.
FIG.53
FIG.54
FIG.55
Personal, Portable, Affordable There are no other fragrances in the market that offer consumers the chance to create their own personal fragrance, nor do they offer a set of three that work together to create other fragrance sensations as well as being individual. With our fragrance being made out of resilient materials, this allows consumers to toss the perfume in their bag without any breakage or leakage and is also not restricted when travelling on a plane. The product is not only affordable being priced at ÂŁ63 but consumers are getting three 75ml separate solid fragrances in one; individually priced at ÂŁ21.
EXECUTION
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PLAN
Me, Myself & I will take a marketing funnel strategy when it comes to launching our product. Our consumers don’t yet know our product exists and we need to make it stand out from the rest in order for it to be successful. The first step in our launch will be to build awareness and create a buzz through communicating to our consumer. We know that people have become media savvy over the years, with social media becoming a key part of our daily routines and our consumer audience is no different. (Consumer Diary Fig.3 & Fig.4) So it would seem that the best way to communicate to our consumer at this stage would be through social media. So we have decided to create a viral advertising video that will be shared across our social media pages including Twitter, Instagram and Facebook under the hash tag of MM&I by doing this our video can be shared and noticed by a mass audience; it will then lead to our hash tag becoming unique to our brand and dominant across all social media platforms. Our promo video will also be sent through a gym databases to connect with our healthy living lifestyle consumer. Outdoor advertising is another way to communicate to our consumer and build awareness and we plan to take full advantage of this; we are aware that our consumer will spend much of her day on her feet outside whether it be travelling to work or outdoor exercise so we intend situating our print advert on outdoor billboards such as in bus shelters as well as some indoor messenger billboards such as those in tube and over ground stations (Consumer Diary Fig.3 & Fig.4). On the theme of travel; Tube and over ground station advertising is another great way of on the go advertising, as people use public transport often and our consumer will use it to get to work; so by positioning our advert on tubes, will build up awareness and recognition. Putting our advert in free magazines such as the Metro, which is often passed on, from person to person, allows our brand to be seen by many and also creates another opportunity for our brand to be recognized by potential consumers.
FIG.56
FIG.57
YOUR INVITED.
For our brand to really stand out and really build up awareness of our product, we plan to create a launch event; in the heart of London. The launch will take the theme of a party in one of London’s most desirable locations: The Kensington roof gardens. The roof gardens have long been one of London’s most spectacular and extraordinary landmarks with amazing views over London’s skyline; This location we believe fits perfectly with our brand essence, somewhere that stands out from the rest, just like our product. The event will not only be the launch of our new brand but will also play host to some of the UK’s most influential reality TV Stars including Millie Mackintosh (Made In Chelsea), Charlotte Crosby (Geordie Shore), Lucy Watson (Made In Chelsea) and many more whom have all taken the healthy living and female fitness trend to the extreme, bringing out books, fitness DVD’s and also taking front cover of popular magazines such as women’s Health and Fitness. We know that these celebrities lifestyles are broadcast on television and have a mass audience watch them on a weekly basis. A further reason why we have chosen to use reality TV stars is their popularity and strong presence on social media; we plan to give our celebrities our collection of solid fragrances for free, asking them to review them and promote them on their social media accounts, this allows us to reach a bigger audience and reach out to the market. With fans hopefully liking their pictures and also reading their reviews of MMI, will make them want to try our product; which ultimately creates hype and awareness.
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FIG.61
CASE STUDY Coco White UK (Coco White UK) “Cocowhite is a UK based 100% natural health Products Company that has a desire to promote a healthy and balanced lifestyle.” Their products originate from a well-known practice called oil pulling, providing a natural alternative to teeth whitening. But what makes coco white different is how they have managed to get their brand recognized and into the public eye in such a short period of time. Released in 2014 Cocowhite is now one of the world’s most popular teeth whitening choices. (Munson, 2015) “ Cocowhite: The Teeth Whitening Kit the Celebs Are Loving” Celebrity endorsement is obviously the way forward. With Cocowhite products being promoted by reality TV stars and other international celebrities, consumers have bought into the Cocowhite lifestyle. With the Likes of Made in Chelsea’s Louise Thompson, Scott Disick, Bella Thorne, Lindsay Lohan, The Only Way is Essex’s Lucy Mecklenburgh and Charlotte Grosby all championing the oil pulling craze; their fans faithfully follow them and also purchase Cocowhite’s products. Cocowhite’s strategy to build awareness was simple. They simply sent out free Cocowhite products to celebrities and asked them to post pictures, reviews and links on their social media pages. They did… and now Coco White is everywhere, featuring in articles in high fashion and lifestyle magazines and reviews posted on celebrity blogs. Free products = Free Publicity = Popularity!
FIG.63
CASE STUDY Glossybox
Glossybox, the European version of Birchbox delivers monthly packages filled with beauty products to its community of subscribers. Upon signing up, women choose a subscription plan and create a beauty profile. They will then receive a curated box of 5 travel-sized products, based on their preferences. Glossybox appeals to consumers that appreciate the element or surprise and ability to sample beauty products before buying, as well as to brands that want to put their products in the hands of an engaged audience. Founded in Germany in 2011 Glossybox now has a presence in 16 countries and has more than 200,000 customers around the world. According to their website Glossybox takes pride in searching for new and innovative products. (Glossybox UK)‘ “We spend each and every day searching for new, innovative products and cult classics to fill our boxes.” ’
FIG.64
We want our consumers to want to buy our product; the consideration and preference stage is the point when customers tend to decide whether or not our product is what they want. This is where we as a brand have to re-enforce what our product is all about and why it would be beneficial to them. Sending out direct mail to those who have signed up to our website is one way we will communicate to them. We plan to make our emails as personal as possible for example by asking consumers to fill out their date of birth, this can allow us to send consumers Happy Birthday messages, which not only re-enforces our brand essence of personalisation but also creates the foundation of a possible relationship between the brand and the consumer. Product reviews are the best way to make a brand successful. Customers relate to other customers, and tend to listen to people that have tested a product before they have even tried it; that’s why to us it is the most important part of our promotional plan (See FIG.64 Glossybox Case Study). In order to get the best following and a broader recognition of our product, we plan to link with Glossybox, allowing them to send out testers of our product to their consumers. This means that not only is our product getting recognition from a mass audience of women, but will also be sent to our target consumers. Women once signed up for Glossybox set preferences; and those whose preferences match our product will get sent our fragrance. This will result in reviews, following and loyalty.
FIG.65
The decision process is the process by which our consumers actually purchase our product (FIG.67 & FIG.68), whether this be in-store, online or mobile. With Me, Myself & I as a brand only just starting up, our product range is limited to just one product resulting in having a physical store being impossible at this stage and therefore customers would only be able to buy our product through us via our online website. So as a brand we have decided to offer our product exclusively to certain retailers enabling customers to actually see the product before they buy it - as well as having the opportunity to test it. As our product is based around convenience and active women we plan to stock our product in lifestyle stores such as Selfridges, Harrods, Anthropology and House of Fraser and communicate to our consumer through their websites. At this stage we also plan to have advertisements in popular magazines such as Elle, Women’s Health and Women’s Fitness (FIG.66). These magazines were chosen because they are most popular with our consumer audience and are read by them on a daily/weekly basis. Having our product advertised in these print magazines will help towards the next stage, which is loyalty, as our audience will see our adverts frequently (See Consumer Profile and Diary FIG.3 & 4).
FIG.66
CONSUMER DECISION PROCESS Problem/ Need Recognition
Information Evaluation of Search Alternatives
A purchase cannot take place Having recognised a without the recognition of need, the next step the need. The need may have is the Information been triggered by internal Search stage, This is stimuli (such as hunger or the buyers effort to thirst) or external stimuli find out whether your (such as advertising or word product is what they of mouth). need/want. Your customer may rely on print, visual, online media or word of mouth for obtaining information.
Three separate fragrances for Day, Post workout and Night which can also all be blended together to produce an individual scent for consumers.
Consumers can search for Me, Myself & I through social media pages and also by searching our #MMI. Our website will also have all the information that consumers may need.
FIG.67 - Consumer Decision Process - B2B Marketing
Purchase Decision
As you might expect, The penultimate stage is where consumers will evaluate the purchase takes place. Philip different products or Kotler (2009) states that the brands at this stage on final purchase decision may the basis of alternative be ‘disrupted’ by two factors: product attributes – negative feedback from other those which have the customers and the level of ability to deliver the motivation to accept the benefits the customer is feedback. seeking.
Post-Purchase Behaviour Customers will compare products with their previous expectations and will be either satisfied or dissatisfied. Therefore, these stages are critical in retaining customers. If your customer is satisfied, this will result in brand loyalty, and the Information Search and Evaluation of Alternative stages will often be fast-tracked or skipped altogether.
With MMI, we are offering With our brand planning to make Customers who have consumers three a partnership with Glossybox, purchased MMI before separate fragrances we hope that most of the will be offered exclusive for the price of one. We feedback and reviews we get will discounts on their use natural ingredients be positive and therefore will next purchase, and and use state of the art persuade consumers to choose will receive offers on technology in our bottle and buy our product. By also upcoming product to keep our product at sending out free samples to releases. its best. celebrities with the hope of a positive review; Their fans should then wish to buy MMI.
LOYALTY LOOP ADVOCATE At this point, if they decide to make a repeat purchase or a similar item or service they are likely not to go back out to look for alternatives.
ENJOY
BOND
After Purchasing Me.Myself & I, The consumer enjoys their experience with the product and begins to tell friends.
If they have positive experiences with MMI, including any support with problems and after-care, they willbegin to bond and consider re-purchase
BUY
(Consumer Purchases Me, Myself & I)
CONSIDER
EVALUATE
They begin to think about a purchase.
They form a short-list or make a provisional decision and begin to test it, asking friends, looking for reviews etc.
FIG.68 - Consumer Loyalty Loop
At this stage we estimate building a significant following but in order to keep the loyalty (FIG.68) between the brand and our consumer, we decided that we will introduce a reward system; Offering Cumulative discounts. We plan to offer discounts to customers when they reach specified spending targets for example, 10% off their next MMI fragrance purchase if they spend £100. Limited time offers can encourage prompt purchases. We will also be offering exclusive offers to those who have subscribed to our website (FIG.69), this allows for our consumers to re-connect with our brand after already purchasing our product. We also plan to create an exclusive pop up shop for consumers to personalise their own MMI fragrance bottle and its packaging in Selfridges (FIG.70, 71); whether it be for consumers who already have an MMI fragrance or those who wish to purchase one. This will not only mean that we shall get awareness and promotion through Selfridges website but also gives us the opportunity to advertise in more places; one idea is to advertise the Selfridges pop up shop on London’s taxis to raise awareness around London and build up hype through Selfridges’ social networking accounts.
FIG.69
FIG.70
FIG.71
The MMI Advertising Video will be shared across all our social media pages with the hope that it will be shared and become viral. It will also be sent through gym Databases to connect with our healthy living lifestyle consumer.
AWA
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Inviting well-known TV celebrities, allows us to get free publicity, by asking the Celebs to review our product on their social media accounts.
Release a preview of our upcoming product range on our social media pages. Allowing potential consumers to Like and share.
T HE
JULY 2015
T EN
SS NE We hope that our hash-tag #MMI will be noticed by other consumers once shared across others accounts.
EV
The event will be broadcasted across social media and will allow the public to view and share, this will hopefully catch the attention of potential consumers.
SEPTEMBER 2015
AUGUST 2015
We intend situating our print advert on outdoor billboards such as bus shelters as well as some indoor messenger billboards such as those in tube and over ground stations
Collaborating with Glossybox allows for our product to be sent out to mass audience, tested and reviewed. Ultimately opening up opportunities to gain a bigger following.
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FIG.72
I
Tube and over ground station advertising is another great way of on the go advertising, as our consumer will probably use public transport often to get to work.
Putting our advert in free magazines such as the Metro, which is often passed on, from person to person, allows our brand to be seen by many and also creates another opportunity for our brand to be recognised by potential consumers.
We will introduce a reward system; Offering Cumulative discounts. We plan to offer discounts to customers when they reach specified spending targets for example, 10% off their next MMI fragrance purchase if they spend £100. Limited time offers can encourage prompt purchases.
The MMI launch party will be Hosted at the Kensington roof Gardens.
EDI TO AL RI
At this stage we plan to have advertisements in popular magazines such as Elle, Women’s Health and Women’s Fitness.
NOVEMBER 2015
OCTOBER 2015
With our print advert featuring in health, fitness and lifestyle magazines, This will catch the attention of our consumers. And also re-enforce the brands popularity to those who already are loyal to MMI.
As our product is based around convenience and active women we plan to stock our product in lifestyle stores such as Selfridges, Harrods, Anthropology and House of Fraser and communicate to our consumer through their websites.
CO L
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LA The trio of solid fragrances will be sent out in sample size in a Glossybox box along with other beauty and fragrance products for consumers to try. The consumer than chooses what they want to keep and pays for it.
DECEMBER 2015
We plan to create an exclusive pop up shop for consumers to personalise their own MMI fragrance bottle and its packaging in Selfridges. We will promote this via our own and Selfridges social networking sites and web-pages. This is a great promotional strategy for the Christmas period.
SEQUENCE OF EVENTS METHOD: Online Communication: Online has revolutionized the retail market, allowing consumers to purchase products and have them delivered to their door in no time; this communication tool saves consumers a great deal of time and is an advantage to them therefore creates an opportunity for us. Me, myself & I will use social media and our website to connect with our consumer. The website will allow consumers to browse our product range without the customer assistance. Although they are not getting our in-store customer service, this communication tool is great for second time buyers and those who want to know more about the brand. Face-to-face communication and Oral Communication: This will be used in-store and over the phone. This allows consumers to talk to trained employees who know about the brand, the ingredients and its market, Ultimately helping consumers to choose our product and make sure that they leave the store or finish a phone call happy with their experience. Written Communication: By sending out emails and newsletters to our subscribed consumers, we are trying to make their experience more enjoyable. Keeping them up to date with current season products, any events that may be happening to-do with our range and any exclusive offers that may entice them into store or online. Advertising: By placing our ads in magazines, we hope to communicate with our target consumer, we will be placing them in healthy living, fitness and lifestyle magazines and will also hope to have review of our products within them for consumers to read and feel more confident in considering and buying our product.
FIG.73
MESSAGE: Me, Myself & I is a solid fragrance brand that prides itself in allowing its consumers to feel free with fragrance, blending different scents together to match consumers individual tastes. Offering a trio of fragrances for different times of the day that can also be blended together. We have taken inspiration from female fitness and new femininity to create three sophisticated, elegant and luxury products that take femininity more seriously in.
TIMING: Me, Myself & I will launch in July 2015. The first six months of the launch will take a number of different stages, each communicating and updating our consumer in different ways. To build up awareness we will be constantly updating our social media sites and sending newsletters to our subscribed consumers. By December 2015 we plan to have a pop up shop in lifestyle store Selfridges, allowing consumers to personalise their MMI fragrances and packaging.
MEDIA: Me, Myself & I will use a variety of mixed media to promote our brand, This will consist of Producing print advertising, Outdoor advertising and Magazine advertising, we will also have a online website and a number of social media accounts which will be updated constalty for our consumers to keep up to date.
FINAL THOUGHTS
Me, Myself & I is a brand with a difference; designed to fit into routine without inconvenience. Offering a trio of solid fragrances for women, which are designed to be used individually or together for day, post exercise and night and when layered together can enable consumers to create their own individual scent. With the personalisation trend yet to be incorporated in the fragrance market, we as a brand are ahead of trend. Our brand makes suggestions for layering, but encourages our consumers to play and create a unique olfactory signature with the combination of scents.
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CONSENT FORMS
Pre-Shoot: MMI Editorial Trial Date: 05/04/2015 Model: Alice Harrison Location: Studio Photographer: Jay Harris
Editorial Shoot: MMI Editorial Shoot Date: 30/04/2015 Model: Louisa Yearly Location: Studio Photographer: External Professional
ILLUSTRATIONS
Front Cover – Own Work
Inside Cover – Own Work The Team – Illustration – Bethany Wray PEST/SWOT – Own Work Head Illustration – Bethany Wray
Fig.20 – ‘Double Cut’ – http://www. flickr.com
Fig.21 – ‘Overlay’ – http://www.pinterest. com Fig.22 – ‘Flower Girl’ – http://www. innerophics.tumblr.com
Fig.1 – Positioning Map – Own Work
Fig.23 – ‘Multi Colour’ – http://www. pinterest.com
Fig.2 – Marc Jacobs Diagram – Own Work
Fig.24 – ‘Multiple Exposure’ – http:// www.pinterest.com
Fig.3 – Consumer Profile – Own Work Fig.4 – Consumer Media Diary – Own Work
Fig.25 – ‘Blended’ – http://www.thatnewera.tumblr.com
Fig.5 – Multiple Image – Rae Finn
Fig.26 – http://www.Innerophics.tumblr. com
Fig.6 – MMI Pods – Graphic Design Students
Fig.27 – ‘Multiple Man’ – http://www. pinterest.com
Fig.7 – Creative Concept Mood board – Danni Wood
Fig.28 – ‘Peter Larson’ – http://www. weandthecolor.com
Fig. 8 – Friss Biotajas Packaging – http:// thepackaginginsider.com Fig.9 – Friss Biotajas Packaging – http:// thepackaginginsider.com Fig.10 – Friss Biotajas Packaging –http:// thepackaginginsider.com
Fig.29 – ‘Glasses’ – http://www.pandamandiuke.tumblr.com
Fig.11 – Packaging Concept – Danni Wood Fig.12 – MMI Pod Design – Graphic Designers Fig.13 - MMI Pod Design – Graphic Designers Fig.14 - MMI Pod Design – Graphic Designers Fig.15 – Multiple Faces – http://pinterest. com Fig.16 – ‘Masks’ – http://www.habitualbliss.com Fig.17 – ‘Feelings’ – http://www.douban. com Fig.18 – ‘Fragments’ – http://www.elle. com Fig.19 – ‘Rip and Tear’ – http://trendland.com
Fig.30 – ‘Red Lips’ – http://www.pinterest.com Fig.31 – ‘Kate Moss Multiples’ – http:// www.tumblr.com Fig. 32 – ‘Glass multiple’ – http://www. artehpel.com Fig.33 – ‘The Eyes’ – http://www.tumblr. com Fig.34 – Editorial – Own Work Fig.35 – Pre-Shoot – Own Work Fig.36 - Pre-Shoot – Own Work Fig.37 - Pre-Shoot – Own Work Fig.38 - Pre-Shoot – Own Work Fig.39 - Pre-Shoot – Own Work Fig.40 - Pre-Shoot – Own Work Fig.41 – Behind The Scenes – Own Work Fig.42 - Behind The Scenes – Own Work Fig.43 - Behind The Scenes – Own Work Fig.44 – The Shoot – Photographer Fig.45 - The Shoot – Photographer Fig.46 - The Shoot – Photographer Fig.47 - The Shoot – Photographer Fig.48 - The Shoot – Photographer
Fig.49 - The Shoot – Photographer Fig.50 - The Shoot – Photographer Fig.51 - The Shoot – Photographer Fig.51 - The Shoot – Photographer Fig.52 - The Shoot – Photographer Fig.53 – The Editorial – Own work Fig.54 – Graphics (http://www.graphicburger.com) – Own Work Fig.55 – Brand Onion – Danni Wood Fig.56 – MMI Instagram – Own Work Fig.57 - Graphics (http://www.graphicburger.com) – Own Work Fig.58 – Invite Graphics (http://www. graphicburger.com) – Own Work Fig.59 – Millie Mackintosh – http:// www.google.co.uk/milliemackintosh Fig.60 – Charlotte Grosby – http://www. google.co.uk/charlottegrosby Fig.61 – Lucy Watson – http://www. google.co.uk/lucywatson Fig.62 – Kensington Roof Gardens – http://www.kensingtongardens.com Fig.63 – CocoWhite Case Study –Own Work Fig.64 – Glossybox Case study – Own Work Fig.65 – MMI Newspaper Graphic (http://www.graphicburger.com) –Own Work Fig.66 – Women’s Health Graphic (http://www.graphicburger.com) – Own Work Fig.67 – Consumer Decision Process – B2B Marketing template – Own Work Fig.68 – Loyalty Loop – Own Work Fig.69 – MMI Website – Own Work Fig.70 – Selfridges Web Design – Own Work Fig.71 - Selfridges Web Design – Own Work Fig.72 – Visual 6 month timeline – Own work Fig.73 – Sequence of Events – Own Work
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BIBLIOGRAPHY Active People Survey (APS), Sport England (2012) Women’s participation in sport and physical activity Trends. Available at: http:// www.wsff.org.uk/system/1/assets/ files/000/000/526/526/bdbc729ea/ original/WSFF_women’s_ participationAPS6_forweb_april13. pdf (Accessed: 17 May 2015)
http://thewhaleandtherose. http://www.vogue.co.uk/ com/2013/sex-sells-we-take-anews/2010/05/26 look-at-the-most-provocative-ofperfume-ads/#.VQXoZkLlfzI http://www.vogue.co.uk/ news/2012/11/05/chanel-model Marc Jacobs Daisy Eau De Parfum 50ml | Perfume (no date) http://www.independent.co.uk/ Available at: http://www.boots. news/obituaries/.hml com/en/Marc-Jacobs-DaisyEau-de-Parfum-50ml_640541/ http://coolawesomemovies. http://www.styleite.com/beauty/8(Accessed: 17 May 2015) com/2011/11/the-decline-ofperfume-ads-way-more-provocativemasculinity-in-the-seventh-art/ than-rihannas-rogue/ Munson, R. (2015) Coco White: The Teeth Whitening Kit The http://en.wikipedia.org/ CocoWhite UK (2014) About Celebs Are Loving. Available at: wiki/1970s#Social_movements Cocowhite. Available at: http:// http://www.look.co.uk/beauty/ www.cocowhite.com/pages/aboutcoco-white-the-teeth-whitening- http://www.elle.com cocowhite (Accessed: 17 May 2015) kit-the-celebs-are-loving (Accessed: 17 May 2015) http://www.womenshealth.com Harriet Posner - Marketing Fashion PEARSON, A. (2008) Perfumes on trial: The truth about our scent Grant, R. (no date) Glossybox shines industry. Available at: http:// with $72.4M to beautify the world, www.dailymail.co.uk/femail/ 1 travel-sized product at a time. article-550511/Perfumes-trialAvailable at: http://venturebeat. The-truth-scent-industry.html com/2012/12/17/glossybox-shines- (Accessed: 17 May 2015) with-72-4m-to-beautify-the-world1-travel-sized-product-at-a-time/ Tom Tailor College Sport Man (Accessed: 17 May 2015) Tom Tailor perfume - a new fragrance for women 2014 (no http://www.ohlalamag.com/ date) Available at: http://www. en/2008/06/french-fashion.html fragrantica.com/perfume/TomTailor/Tom-Tailor-College-SportLimited, H. (no date) Www.harrods. Man-27499.html (Accessed: 17 com. Available at: http://www. May 2015) harrods.com/product/pink-bouquet- Varga, C. (2015) WGSN New edt-30ml-–-100ml/moschino/b12Femininity & female Fitness 0806-051-MOSCH-035 (Accessed: 17 May 2015)
JAY HARRIS WRITER Nottingham,UK NO555578 FASH10106 Creative Networks Fashion Communication & Promotion Words: 3,296