Fig.1 Roots Origins Advertisement. (2015) Group Work.
Group Members: Katie Price Samantha Harvey Rhianna Carnell Charis Baker
CONTENTS INTRODUCTION CONTEXT / SUMMARY OF KEY INSIGHTS THE BIG IDEA CREATIVE CONCEPT EXECUTION & PLAN CONCLUSION APPENDIX
Fig.2 Roots Origins Image of Model. (2015) Group Work.
Fig.3 Flowers in Beard. (2014)
INTRODUCTION Roots Origins is a unique and lavish representation of redefining masculinity. This report will demonstrate the launch of Roots Origins with a timeline of the 6 months promotional activity for the brand with the report focusing on Roots Origins digital promotion, public relations, launch and other events. Aims - To want men to feel empowered and revitalised by our Eau de Parfum, giving them an enthusiastic feel to apply it, as they want to feel and smell good and look more attractive to their peers. To create a beard & hair oil which is also an Eau de Parfum and not just a ‘smelling’ oil with a longevity of zero. - To create a 2 in 1 fragrance and hair & beard oil product that has never been seen on the market before. - Ensure that our audience knows exactly what goes into making the product. Objectives - We will make our consumers feel enthusiastic when applying the product with the longevity of the fragrance, which has been infused with natural ingredients such as cedar wood and lime. - To achieve this, we will persuade our consumer that it is a good idea to have a 2 in 1 product rather than carry endless products around with them, which will ensure a quick daily routine. - In order to achieve this, Roots Origins will state the ingredients that goes into creating the product visibly on the website and packaging.
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CONTEXT By researching into the fragrance industry, we found out that it is estimated to be worth around 1.5 billion according to Mintel’s Men’s and Women’s Fragrance Report in 2014, with higher-income male earners being more dynamic fragrance consumers, which is an important insight as our product is aimed at the luxury consumer. Also eMarketer (2014) states that, ‘eight in 10 men use some type of scented product, whether a body spray or fine fragrance’. We will also ‘witness strong growth patterns, as the importance of grooming tops the list of men’s priorities…the men’s market…are witnessing huge growth, holding the promise of emerging into a mainstay market’, (Kafkaesque, 2014) this demonstrating that the male health and fragrance industry is a rising market with big opportunities for Roots Origins in the future. We discovered that the ageing world is an up and coming trend that supports our idea, because as the population increases, there will be a greater demand for younger people to aspire to be more mature with their attitude and style. Our consumers want to show their manliness to their peers, to think that they look more attractive to women and to compete along side others, as the younger generation care about their image and perception.
Fig.4 Fragrance Oils. (2015) Group Work.
unknown’ unknown’ ‘fear of the unknown’ Furthermore, insights from the macro trend ‘Fear of the Unknown,’ support our idea because consumers are becoming more inquisitive about ingredients within products. Consequently it becomes second hand nature of the manufacturers to list the ingredients within Roots Origins, therefore providing the brand with stronger trust qualities. In reflection of the macro trend ‘Health and Well-Being’, our brand supports the desire for increased natural and organic ingredients. We want to know the ingredients that go into our products because consumers are becoming environmentally ethical which has an impact on the natural products that they purchase. Also, consumers who purchase products that are fair-trade are environmentally honest and believe in a healthy and organic well-being.
KEY INSIGHTS
Fig.5 Man Covering His Eyes. (2013)
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P
POLITICAL
- Trade regulations : The ingredients that we use to produce Roots Origins may become restricted and not allowed in the UK, causing major issues for the brand. - Import regulations : If companies are importing goods from other countries the volume and value of the goods are taken into consideration. - Legislation and regulations : Once products have been finished with, the issues that affect manufacturers and retailers are how these products will be disposed at the end of their life. The government are trying to tackle the issue by promoting recycling. There are legislations that have to be followed, with businesses having to follow the guidance that is being given to comply.
Fig.6 PEST Analysis. (2015) Individual Work.
E ECONOMIC
- The company could be affected by exchange rates from exporting goods such as ingredients to produce the product from foreign countries to the UK. If a recession also occurred, this would cause consumers to lack confidence and become hesitant in purchasing. - Turtle Wax is a car wax company that was founded in the UK in the 1960’s. Just like a beard oil that maintains and grooms your beard, by polishing your car with Turtle Wax, it protects the car paint. As the company was struggling to make money, they commissioned a company to come in and advise them on what to do. After doing a survey on Turtle Wax they saw that they had underpinned the product and told them to double the cost of the product as their competitors who didn’t have as near of a successful product as them were a lot more money to buy than Turtle Wax’s products. - Labour costs : If the company is not doing well financially and they have to drop the price of their goods or service, then this will affect labour costs as they will need to lower their cost of labour to keep making profit. This will result in companies reducing the amount of employees or by cutting down on their production. - Production costs : Cost of materials and the manufacturing to produce the product. Dependant on the location and size of premises for production. These costs would be far higher in the South East where the market is, rather than in other areas of the country. By keeping production and labour costs down, profit and viability will increase.
S
SOCIO-CULTURAL
- An ‘increasing number of the UK consumers have greater awareness of health and well-being.’ (Leatherhead Food Research, 2012) with individuals having a greater need to buy products that contain natural ingredients rather than products that contain silicones and parabens. - Education : The more affluent the consumer is, the more educated they will be, which will result in them having successful jobs and so they will be prepared to spend more money on their well-being. - Cultures such as Judaism, Sikhism and The Amish do not allow men to cut their hair because of religious and cultural reasons, so because of this, men want a product that maintains and keeps their hair in good condition.
T
TECHNOLOGICAL
- New technology will result in companies being able to create nonallergenic perfumes. - An increase in social media popularity will encourage companies to advertise more online. - We will see a decrease in price of 3-D printing, but with an increase in its market over the next 3 years, being ‘one of the fastest growing areas in IT. Shipments of 3D printers are expected to grow by 95% between 2012 and 2017.’ (Moskowitz, 2014). - Twitter and Facebook have begun ‘beta-testing buy buttons which appear alongside certain tweets and posts and allows users to make purchases with just a click or two, without ever leaving the network’ (Holmes, 2015), this shows that we will definitely see an increase in ‘e-commerce and social media intergrations’ in the future. - Neuromorphic technology : computer chips will be created with the sophistication of what computers can do like storing data, but will also ‘mimic the human brain’ (Meyerson, 2015) by having an interconnection with the memory skills and logic of a human being. ‘Neurophonic chips aim to process information in a fundamentally different way from tradiitonal hardware’. Neuromorphic technology is definitely the future for computer technology.
PEST ANALYSIS 8
S
STRENGTHS
- Strong brand image with a well thought out consumer profile and creative concept that is true to our brand. - Innovative idea of a luxury high-end Eau de Parfum combined with a beard and hair oil which has not been seen on the market before. - Strong communications tools and launch events that will connect well with our consumer by getting them engaged in the brand and creating a community on social platforms. - Loyal customer base, as we strive to make sure that our consumers trust us by knowing exactly what ingredients are placed in Roots Origins.
W
WEAKNESSES
- Lack of control over future trends : Beards may go out of fashion soon. - Dependant on countries abroad for ingredients : If the connection stopped then the company would no longer be able to proceed.
SWOT ANALYSIS Fig.7 SWOT Analysis. (2015) Individual Work.
O
OPPORTUNITIES
- Opportunity to open globally in stores like Sephora and Bloomingdales if Roots Origins was a success. - Rise of social media marketing, allowing us to promote Roots Origins even further, and increasing brand recognition.
T THREATS
- If a new competitor entered the market, then this would result in Roots Origins loosing their credibility and uniqueness. - Cost to produce the product or transportation of ingredients from other countries may rise, affecting profit margins. - Environmental issues with the climate, resulting in plants not being able to grow which would affect the quality of product. - Taxation : If there is a rise in taxation then this will impact on how much companies are going to charge for their goods and services.
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THE BIG IDEA Our big idea is to create a luxury product that is a hybrid between a men’s Eau De Parfum and a beneficial beard and hair oil, made out of 100% naturally sourced ingredients. After research into the consumer and professional skincare market, professional assistance in fragrance houses stated that ‘there is a high demand for beard oils but no brand has yet to act on this.’ This was reflected in the consumer research with 73% of men stating that they would purchase a beard-enhancing product. The focus of our product is to moisturise the skin and hair, preventing facial dandruff and itching, and also to help control unmanageable beard hairs and soften the texture of the beard. This is a satisfactory benefit, as men want to feel good and smell good. The Guardian (2012) stated that 29% of men thought about their appearance at least five times a day. We want to gain full trust from our consumers and fully inform them of every ingredient that goes into our product. Every consumer should be aware of our ‘rooted’ heritage and the benefits of our combination. Our fragrance will act as a beard and hair conditioner that is considered beneficial to growing and maintaining all types. It will contain various natural ingredients, nutrients and vitamins such as Jojoba, sesame seed, rosemary, bay, cedar wood and lime.
Fig. 8 Flowers in Beard. (2014) Fig. 9 Man with Flowers in Beard. (2014)
“THERE IS A HIGH DEMAND FOR BEARD OILS BUT NO BRAND HAS YET TO ACT ON THIS.” - House of Fraser, Fragrance Manager 12
THE NEED
We believe there is a need for our product as we feel it is completely unusual, as it is a dual combination of both a fragrance and beard oil, which, from primary industry research we discovered is the only product that exists that is a 50/50 blend of both products. Combining 100% natural ingredients with benefits of beard growth and maintenance, supporting our insight into the ‘Fear of the Unknown’, we feel this makes our product stand out completely in the male fragrance and skincare industry.
UNIQUENESS
Our product is unique because there is has never been a product like this in the market that consists of a long lasting, beard and hair oil combined as an Eau De Parfum. Our product promises to refresh the market and provide a luxurious essence that has never been seen before. This will accompany a growing, on-the-go lifestyle and will avoid men having to inconveniently use several different products. Unlike many of the products currently on the market, we will attempt to use 100% natural ingredients, supporting the macro trend of ‘the fear of the unknown.’ We want to revive the beard trend by excluding the conventional ‘hipster lumberjack’ vibe, as it is now a trend that appears old-fashioned according to the Evening Standard (2015) with the hipster trend ‘gone to trend heaven’ and replacing it with a classic and sophisticated style. Combing a twist of traditional vintage and modern elements, this will create a timeless and unique brand personality.
Fig.10 Bearded Man Illustration. (2014)
BRAND POSITIONING
Fig.11 Brand Positioning Map. (2015) Group Work).
In terms of fragrance, our competitors would be brands such as Rituals, Jo Malone and L’Occtaine as they all also contain organic, natural ingredients with simplistic packaging. However we found a gap in the market for a mid-range, luxury fragrance that targets young adults. Similarly, the same can be found with competitors for skincare such as Lab Series, Kiehl’s, Man Cave and Neal’s Yard which all have a similar idea of a natural brand narrative.
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Fig.12 Statistics of Producing a Fragrance. (2015) Individual Work.
COST
As we want to target the luxury market we feel a suitable price for a 30ml bottle of our product would be around ÂŁ29.99 and around ÂŁ44.95 for a 50ml bottle. We came up with how much we will retail the product at by taking into consideration how much the process of producing the product will be and to make a profitable outcome by selling the product, keeping in mind that Roots Origins is positioned as a luxury product. Also, as we are using natural and long lasting ingredients to create an Eau de Parfum, this will cost more than using synthetics. Because of this, we are selling our product at a higher price than our competitors that have just created a beard oil with a smelling spray.
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TARGET CONSUMER When defining our target consumer we see them as a male, aged between 20-30 years of age who take pride in how they look and feel. They enjoy showing their creativity in many things such as design, music and photography. They are also a lover of minimalism with a 90’s twist on their style and attitude. These quirky conscious consumers, who care about looking sophisticated and trendy do not however, care to have endless items of styling products to maintain their appearance, ultimately making them the perfect target consumers for Roots Origins duo fragrance and beard oil.
Fig.13 Bearded Male in Glasses. (2014)
Fig.15 Beard Grooming Products. (2014)
Fig.14 Camera. (2014)
Fig.16 Male Beard Consumer. (2015)
CONSUMER DIARY
Fig.17 Consumer Diary. (2015) Individual Work.
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Fig.18 Consumer Portrait. (2015) Individual Work.
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CREATIVE
CONCEPT
Fig.19 Roots of a Tree. (2012)
A men’s fragrance and beard & hair oil blended in a combination, utilising organic ingredients. Branded as Roots, our product is contained within a quirky bottle to enhance beards and confidence. The name ‘Roots’ originates from wood being one of the main ingredients of our product. The inspiration for this name also came from roots of hair and the connotations of growth and natural elements, linking back to the products benefits of beard growth and maintenance. Overall, we thought this name captured our brand essence effectively. We decided to maintain our theme by selecting a very natural and pure colour scheme of browns, creams and white. This can be seen in our packaging, using real wood for the cap and in our advertisements using a sepia filter, keeping the colours very organic. Our logo is very simple, yet unique. We wanted to match the logo to the brand name by continuing the woody theme.
Therefore, our graphic designers came up with the idea to symbolise what the inside of a tree trunk looks like when cut in half. This consistently matches our brand essence once again. As we describe our brand as having vintage foundations with a timeless and modern twist, we chose a house style font that we thought mirrored this. We believe using the font
Imprint
MT Shadow in
the brand name reflects the vintage elements in our brand. However, we believe
Orator Std
using the font as the strapline below the brand name, adds the modern twist, as it looks more computer generated. Conclusively, we feel that both fonts work perfectly together both contrasting and complementing one another to give a unique look to our brand name.
Fig.20 Roots Origins Logo. (2015) Group Work.
“
“
“
Products are made in the factory, but brands are created in the mind. (Walter Lander, see Posner, 2011).
Fig.21 Tree with Roots. (2012)
Fig.22 Roots Origins Bottle. (2015) Group Work.
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Fig.23 Consumer Mood Board. (2015) Individual Work.
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BRAND MODEL
Fig.24 Roots Origins Brand Model. (2015) Individual Work.
D I S T I N C T
DISTINCT AND ATTRACTIVE TOWARDS THE CONSUMER The product is distinct & attractive to the target consumer, as Roots Origins is the only product that is a combination of an Eau de Parfum, beard and hair oil, which has been created using only 100% natural ingredients with benefits of beard growth and maintenance, making the product stand out overall in the male fragrance and skincare industry. Fig.26 Spraying a Fragrance. (2012)
“Everything depends on design” (Noble, 2004)
Fig.27 Vintage Bottles. (2011)
Additionally, the same can be said for our creative concept, having the idea of adding modern digital photography, mixed media painting and real life ingredients on top allows for a diverse and distinctive outcome. Having not seen anything similar to this created in any other contemporary men’s fragrance campaigns, where we noticed mainly flat digital print advertisements. Our creative concept imitates the brands essence of merging both modern aspects with a traditional and vintage core.
Fig.28 Beard Products. (2014)
Fig.29 Orange Segment. (2012)
Fig25 Bearded Man. (2014)
A T T R A C T I V E
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Execution & Plan For our advertisement, we chose a model aged in his early 20’s to connect with the consumer’s age group. We then chose to include a digital image to link with the consumer’s interest in photography and technology, as well as an oil painting linking to their interest in art. As it’s a traditional art, this allowed us to create our advert as a vintage and timeless piece of work. We chose to use oil paint, as our product is also an oil form. Therefore, juxtaposing this with a digital image will suit our quirky and self-expressed consumer.
Fig.30 Roots Origins Advertisement. (2015) Group Work.
Fig.31 Roots Origins Advertisement 2. (2015) Group Work.
Creating a sculpture out of natural objects that represent the ingredients used in our product, reinforces that our product only lets natural ingredients touch the skin, and to enhance the beard along with the consumers’ confidence. We experimented with both a black and white background to show different moods. This consecutively worked well alongside one another to form a visual contrast.
#FLASHYOURTASH The video promotion portrays a message of clarity and trust within the brand. We will upload our video to social media sites such as our website, Instagram and Facebook. By adding, #FlashYourTash at the end of the video, we wanted to create viral excitement through social media by connecting with our consumers and making them feel a sense of desire and involvement, ultimately increasing sales figures, leading to a successful marketing campaign.
Fig.32 Roots Origins Video Screenshots. (2015) Group Work.
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COMMUNICATION TOOLS The communication tools that will be used will be a promotional mix of advertisements, sales promotion and PR. The brand will also gain its status by word of mouth from bloggers such as Samuel Jing and Menswear Style, where the most latest and exciting
Fig.33 Samuel Jing Blog. (2015)
trends and products are posted, keeping the modern sophisticated male up-to-date with the latest style and news.
Fig.34 Menswear Style. (2015)
“Blogs
growing area known as
Creating a digital online presence is also important, allowing people the opportunity to purchase the product online. We will also make the product exclusive to buy in UK stores such as Harrods, Selfridges and Liberty. If our brand were to become more successful we may branch to American stores such as Sephora. We will connect with our target audience by advertising in niche magazines, such as Huck, Port and Esquire as our target consumer would be likely to read these types of magazines to suit his edgy and artful personality. However, we hope to advertise in more mainstream magazines such as GQ later in the future when we have gained credibility, as our consumer is still likely to catch up with day-to-day lifestyle.
Fig.35 Roots Origins Website on Laptop. (2015) Group Work.
s are one of the fastest
as of what has become s consumer-generated media�
( Posner, 2011) 30
EVENTS FE
ST
In the summer months, we want to take Roots Origins to festivals like Glastonbury, Secret Garden Party, Art 8, 110 above and Leeds festival to promote our brand by giving out straws with beards and moustaches on them to create a fun and interactive atmosphere with our consumers.
Fig.38 Moustache Straws. (2014)
IV
AL
S Fig.36 The Secret Garden Party Logo. (2015)
Fig.37 Glastonbury Logo. (2015)
We will also be giving out samples at our stand so that our consumers can enjoy the luxurious essence of what Roots Origins has to offer. We will be emphasising how Roots Origins is a hybrid between a Eau de Parfum and a hair & beard oil, giving our festival lover a positive outcome on the brand, who does not want to carry lots of styling products with him.
Fig.39 Roots Origins Movember Campaign. (2015) Individual Work.
Consumers will also have the opportunity to have their picture taken in Roots Origins Photo Booth holding up a banner with the hash tags #bravethebeard and #flashyourtash, allowing them to upload the image to their social media sites straight from the booth.
Fig.40 Roots Origins Sponsor Banner. (2015) Individual Work.
We will be working with niche barbers around the UK by offering 10% off a bottle of Roots Origins when you have a hair & beard trim at their barbers. We will also be using their website to sponsor our brand by creating a banner on their site to promote Roots Origins. We will be collaborating with barbers in Nottingham to begin with in places like, Sid Sottung Academy, Brik Barbershop and 28 barbers.
WORKING WITH BARBERS
Fig.42 Man Trimming a Beard. (2013)
Fig.41 Barbers Chair. (2014)
Fig.44 Brik Barbershop Logo. (2007)
Fig.43 28 Barbers. (2004)
Fig.45 Sid Sottung. (2015)
Eventually collaborating with other barbershops in London such as Jack the Clipper and Sharps.
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According to the Movember Foundation (2014), during November, £82,607 funds were raised for the cause with a Network of over 2700 members online. We will be creating a campaign during November where our consumers will upload images of themselves showing their beards/ moustaches with the hashtags #bravethebeard or #flashyourtash to support ‘Movember’ month.
MOVEMBER Fig.46 Moustache. (2014)
We will be creating a giveaway for five lucky followers to win a Roots Origins Fragrance and beard & hair oil. We will be uploading the competition on Instagram, Twitter, Facebook and Roots’ website, where the
Fig.47 Instagram Giveaway Competition. (2015) Individual Work.
consumer will have to follow Roots Origins social media platforms. We thought we would not only narrow the competition to one follower, but five; as McKeown (2013) stated, a ‘campaign promotion is often the part of the campaign that users overlook. Unless you have a really unique prize you will have trouble generating interest without getting it out in front of a decent amount of users.’
£82,607 raised for the Movember Foundation
Fig.48 Instagram Beard Competition. (2015) Individual Work.
MEDIA CHANNELS As well as our magazine and video advertisements, ROOTS Origins will also have their own website, where there will be a write-up of the natural ingredients that go into making the product, information about the brand, reviews from blogs and direct links to our social media platforms, as well as campaign banners being placed on the website. The product will be available to purchase online, with promotions on the product around certain times of the year. We will measure the activity of our website by looking at web analytics to see how many visitors the site gets daily.
Fig. 51 Instagram Logo. (2014)
Fig.49 Roots Origins Website. (2015) Group Work.
Fig.50 Roots Origins Instagram. (2015) Group Work.
Instagram will be the main source where we will be uploading images of our consumers using the product, events that we are hosting and information to keep the consumer up to date with what is going on at Roots. We will make sure that our consumers are using hash tags such as #bravethebeard and #flashyourtash, allowing us to measure how many users are interacting with the brand and taking part in competitions.
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FACEBOOK Facebook will be used to connect with our consumers globally by creating a community, allowing our buyers to share posts, images and questions about the brand. Facebook will be our most recognized source of social media as the Pew Research Centre (2015) conducted a survey in September 2014 stating that ‘Facebook remains by far the most popular social media site’. On the Digital Information World (2015) it states that ‘Facebook has reached 1.44 billion active users monthly…as for the average age groups using this platform, the numbers show that 29% of the users are between 25 and 34 years old,’ making this a reliable social media source for our consumer. We will be uploading images of events such as festivals, The World Beard and Moustache Championships, ‘Movember’ and local events that are happening on our Facebook page.
‘
FACEBOOK HAS REACHED 1.44 BILLION ACTIVE USERS MONTHLY
Fig.52 Facebook Logo. (2014)
Fig.53 Roots Origins Facebook. (2015) Individual Work.
‘
Fig.54 Roots Origins Glastonbury Facebook Post. (2015) Individual Work.
Also, this is where we will mostly be posting about how to enter competitions by liking our social media pages and following the instructions on the post.
TWITTER Twitter will also be used to keep our consumers up-to-date with the latest events and competitions going on, giving us a bigger reach and allowing us to interact with our consumers to portray a message of reliability and trust by having these platforms as a Q&A area.
Fig.55 Roots Origins Twitter. (2015) Individual Work.
Fig.56 Twitter Logo. (2014)
VINE We will also be getting our consumers to upload videos on Vine of them doing grooming tutorials using Roots Origins product, and also of themselves using the product and showing a before and after video of the results of using ROOTS Origins on their facial hair. We will be asking our consumers to use hash tags such as #rootsorigins, #bravethebeard and #flashyourtash to measure how many users are interacting with the brand by the number of hash tags being used. We will not have a channel on Vine ourselves as Virdi (2009) stated that ‘too many platforms at the same time is very demanding’. Fig.58 Consumers using Vine. (2015) Individual Work
Fig.57 Vine Logo. (2014)
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MESSAGE The message that we want to send out to our consumers is having a sense of trust and loyalty within the brand, by having faith and fulfilment in purchasing from Roots Origins. Every consumer should be aware of our ‘rooted’ heritage and what goes into creating this quirky and organic product. We will make this possible by informing our consumers of every ingredient that goes into creating the product through social media and PR events. We also want to create a welcoming environment for our consumers, by making sure they are involved in competitions and events. Social media will be used in an exciting and engaging way, such as using hash tags like #FLASHYOURTASH and #BRAVETHEBEARD to bring Roots Origins consumers together, leaving a positive reflection of the brand to our consumer.
Fig.59 Shaking Hands. (2014)
“One customer, well taken care of, could be more valuable than $10,000 worth of advertising.� (Rohn, 2011)
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SEQUENCE OF EVENTS
1.
Firstly, we will communicate with our consumer through contacting niche independent magazines to ask if we could advertise in their magazines – by advertising in independent magazines this will keep costs low, allowing us to allocate more for our social media presence. We will keep our advertisements going in niche magazines like Huck and Port to gain frequency. Experts say ‘a consumer won’t purchase your product or service until it has been a part of your campaign seven times’. (Rose, 2014) However, Lieberman (2015) states that ‘people make purchase decisions ONLY when their pain becomes acute.’ It is important to create a compelling ad that persuades the consumer that they need the product by ‘creating a remarkable and amazing experience’ for your consumer.
2. Roots Origins will then launch on social media sites such as Facebook, Instagram and Twitter, where we will be updating information about the new and upcoming brand and things to look out for such as competitions and events.
2.
3.
3. Once the brands status on social media increases, Roots Origins will launch their own website allowing consumers to purchase the product online which will attract a wider audience of consumers who do not have access to a Liberty’s, Selfridges or Harrods near them.
4. We will set up stalls at local events in Nottingham promoting the product to get our consumers to acknowledge the brand. Information will be given out to consumers about where to find us in-store, online and staying connected with us via social media.
4.
5. 7.
8.
As blogs are an important medium to brand reputation, we hope that consumers of Roots Origins will start blogging positive reviews about the product, creating an online buzz for the brand.
7. Once the brand has gained a significant amount of reputation we will begin to collaborate with barbershops around Nottingham and further develop to cities around the UK.
6.
Once the festival season starts to take flight, Roots Origins will be attending festivals such as Glastonbury and Secret Garden Party allowing consumers to try samples of the product to give consumers a physical experience of the product. By giving them the opportunity to have their picture taken and uploading it straight from the booth to their social media sites, this is creating a fun and engaging experience to get everyone involved in.
November is an important month for Roots Origins, as a big campaign will be held for ‘Movember’. Also, we will be giving the chance for five lucky followers to win a Roots Origins giveaway, which will be done through social media platforms and by email when people subscribe to receive email through our website.
9.
Lastly in the future we would like to open globally in stores like Bloomingdales and Sephora.
Fig.60 Sequence of Events. (2015) Individual Work.
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CONSUMER DECISION PROCESS
RECOGNITION
The consumer will recognize that to have a well groomed and maintained beard is on trend, and he will also begin to take insight into the macro trend, ‘Health and Well-Being’ by wanting to feel clean and fresh, as this is recognized as something important and is definitely a feel-good factor when people recognize that effort has been put into this.
INFORMATION
Once the consumer has recognized the problem, he will use the internal information that he already has from buying products that have been similar to Roots Origins. He will also use external information by looking in niche magazines at Roots Origins advertisements and also by experimenting and testing the product at department stores like Harrods, Selfridges and Liberty. He may seek out more information by going on Roots Origins website and social media to see what others are saying about the product, or by asking friends that also have beards what products do they like.
EVALUATION
The consumer will then make a decision based on the longevity and individuality of the product as a combination of Eau de Parfum and hair & beard oil has never been seen on the market before. Also, he thinks that it is a good idea to have a product that is a ‘2-in-1’ as this saves time for a quick daily routine, making Roots Origins a satisfying product to purchase.
PURCHASE DECISION
The consumer will decide to purchase at Roots Origins, but not just because of its versatility but also because of the company’s online experience by offering excellent customer service in-store, free delivery online to customers in the UK and a return policy if you are unsatisfied with the product.
POST PURCHASE Finally, we hope that the brand will have satisfied customers, as Fanny Perreau states that ‘a satisfied customer is very likely to become a loyal and regular customer’, (2014) so it is a key factor to make sure that the consumer is happy and gets a sense of satisfaction with buying the product, resulting in a positive growth of word-of-mouth and online reviews, as an ‘unhappy customer can have a strong power to harm a brand’. (Perreau, 2014)
Fig.61 Consumer Decision Process. (2015) Individual Work.
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Fig.62 Timeline of Events. (2015) Individual Work.
FEEDBACK
Lastly I wanted to get expert advice from people in the industry, so I contacted Sid Sottung from the Academy of Barbers in Nottingham to see if he could give me feedback. The insight which he gave, was positive saying that he thinks the product is a great idea as there has never been a beard oil in the market that has actually been strong enough smelling like a fragrance. Furthermore, he believes that the whole execution is very professional and nicely done with the visuals working well with the brand. We then contacted Gents of London Barbershop to hear what they had to say about Roots Origins. ‘We think the product is very unique and the concept is very interesting, we definitely feel like the product visually would fit in well with our store.’ Overall, out of the 10 barbers that we contacted and surveyed, they all spoke enthusiastically about Roots Origins fragrance and beard & hair oil product.
Fig.63 Sid Sottung Academy. (2015)
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CONCLUSION
To conclude, as a brand we feel we have made a successful transition from the simple idea of a men’s fragrance to actually formulating an exciting and unique brand along with promotional material that allows the consumer to interact with the brand and keep updated with news, campaigns and competitions, to create a satisfying experience for the consumer. Also, with two great events coming up to do with the festival season and ‘Movember’ month, we feel the brand will make a huge impact on the men’s fragrance industry, set trends and be able to expand into a successful and trusted brand with opportunities to open in-stores globally around the world.
Fig.64 Roots Origins Advertisement. (2015) Group Work.
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APPENDIX LIST OF ILLUSTRATIONS Fig. 1 (2015) Roots Origins Advertisement. Group Work.
Fig.32 (2015) Roots Origins Video Screenshots. Group Work.
Fig.2 (2015) Roots Origins Image of Model. Group Work.
Fig.33 (2015) Samuel Jing Blog [Online]. At: http://blog.samueljing.com/ [Accessed 23rd May 2015].
Fig.3 (2014) Flowers in Beard [Online]. At: https://i0.wp.com/newnownext. mtvnimages.com/2014/07/flower-beard19.jpg [Accessed 18th May 2015]. Fig.4 (2015) Fragrance Oils. Group Work. Fig.5 (2013) Man covering his eyes [Online]. At: https://malakhabbak.files.wordpress. com/2013/12/man-covering-face.jpg [Accessed 18th May 2015]. Fig.6 (2015) PEST Analysis. Individual Work. Fig.7 (2015) SWOT Analysis. Individual Work. Fig.8 (2014) Flowers in Beard [Online]. At:https://i0.wp.com/newnownext. mtvnimages.com/2014/07/flower-beard19.jpg [Accessed 18th May 2015]. Fig.9 (2014) Man with Flowers in Beard [Online]. At: http://cdn.earthporm.com/wpcontent/uploads/2014/08/flower-beards-trend-14.jpg [Accessed 18th May]. Fig.10 (2014) Bearded Man Illustration [Online]. At: https://s-media-cache-ak0. pinimg.com/736x/12/5c/43/125c43b121c6c14cae5fd78a6b9d5e3f.jpg [Accessed 18th May 2015]. Fig.11 (2015) Brand Positioning Map. Group Work. Fig.12 (2015) Statistics of Producing a Fragrance. Individual Work. Fig.13 (2014) Bearded Male in Glasses [Online]. At: http://www.imagesman.com/ wp-content/uploads/2014/11/abdf39e2c737c63a109f36059ccc3258-683x1024.jpg [Accessed 21st May 2015].
Fig.34 (2015) Menswear Style [Online]. At: http://www.menswearstyle.co.uk/categories/ grooming/36 [Accessed 23rd May 2015]. Fig.35 (2015) Roots Origins Website on Laptop. Individual Work. Fig.36 (2015) The Secret Garden Party Logo [Online]. At: http://www.energy-revolution. org.uk/wp-content/uploads/2015/02/Secret-Garden-Party-Logo.jpg [Accessed 25th May 2015]. Fig.37 (2015) Glastonbury Logo [Online]. At: http://economydecoded.com/wp-content/ uploads/2015/03/Glastonbury-2015-Sold-out-logo-537x350.jpg [Accessed 25th May 2015]. Fig.38 (2014) Moustache Straws [Online]. At: https://img0.etsystatic. com/000/0/5461347/il_fullxfull.301014484.jpg [Accessed 25th May 2015]. Fig.39 (2015) Roots Origins Movember Campaign. Individual Work. Fig.40 (2015) Roots Origins Sponsor Banner. Individual Work. Fig.41 (2014) Barbers Chair [Online]. At: https://s-media-cache-ak0.pinimg.com/736x/ bd/cf/72/bdcf72fbfea7dd0a1e259e5c92bd109a.jpg [Accessed 26th May 2015]. Fig.42 (2013) Man Trimming a Beard [Online]. At:http://i.dailymail.co.uk/i/ pix/2013/06/02/article-2334651-03967F4000000514-189_634x383.jpg [Accessed 26th May 2015]. Fig.43 (2004) 28 Barbers [Online]. At: http://www.twentyeight.uk.com/images/gallery/ sign.jpg [Accessed 26th May 2015].
Fig.14 (2014) Camera [Online]. At: http://static.wixstatic.com/ media/431c31_9e032405b0524efb9d98134cd8732ac0.png_srz_600_280_85_22_0.50_1 Fig.44 (2007) Brik Barbershop Logo [Online]. At: http://brikbarbers.com/images/brik_ .20_0.00_png_srz [Accessed 21st May]. logo.png [Accessed 26th May 2015]. Fig.15 (2014) Beard Grooming Products [Online]. At: https://s-media-cache-ak0. pinimg.com/736x/c0/6a/54/c06a545c80d969fed9e4459c7bdae333.jpg [Accessed 21st May 2015]. Fig.16 (2015) Male Beard Consumer [Online]. https://s-media-cache-ak0.pinimg. com/736x/16/5e/18/165e18e025afc2e6018e0ecd1cd30516.jpg [Accessed 21st May 2015].
Fig.45 (2015) Sid Sottung [Online]. At: https://pbs.twimg.com/profile_ images/565909901780602882/6XXebEG6.jpeg [Accessed 26th May 2015]. Fig.46 (2014) Moustache [Online]. At: http://www.petedaviesphotography.co.uk/syphotos/2014/11/14/16/large_4b62e3244_movember123.jpg [Accessed 26th May 2015]. Fig.47 (2015) Instagram Giveaway Competition. Individual Work.
Fig.17 (2015) Consumer Diary. Individual Work.
Fig.48 (2015) Instagram Beard Competition. Individual Work.
Fig.18 (2015). Consumer Portrait. Individual Work.
Fig.49 (2015) Roots Origins Website. Group Work.
Fig.19 (2012) Roots of a Tree [Online]. At: http://images.clipartpanda.com/ presumption-clipart-root_1_lg.gif [Accessed 21st May 2015].
Fig.50 (2015) Roots Origins Instagram. Group Work.
Fig.20 (2015) Roots Origins Logo. Group Work.
Fig.51 (2014) Instagram Logo [Online]. At: http://animprobablefiction.com/wp-content/ uploads/2014/09/instagram-logo-black-png.png [Accessed 28th May 2015].
Fig.21 (2012) Tree with Roots [Online]. At: http://s4.thingpic.com/images/2Z/ EVa9YM5siT7ACU6vdUiSQfef.jpeg [Accessed 21st May 2015].
Fig.52 (2014) Facebook Logo [Online]. At: http://www.personal.psu.edu/users/m/w/ mwb5736/_images/facebook-black-logo-6.png [Accessed 28th May 2015].
Fig.22 (2015) Roots Origins Bottle. Group Work.
Fig.53 (2015) Roots Origins Facebook. Individual Work.
Fig.23 (2015) Consumer Mood Board. Individual Work.
Fig.54 (2015) Roots Origins Glastonbury Facebook Post. Individual Work.
Fig.24 (2015) Roots Origins Brand Model. Individual Work.
Fig.55 (2015) Roots Origins Twitter. Individual Work.
Fig.25 (2014) Bearded Man [Online]. At: https://s-media-cache-ak0.pinimg. com/736x/4d/03/6c/4d036cba0e16c9380ace65b921ad221a.jpg [Accessed 23rd May 2015].
Fig.56 (2014) Twitter Logo [Online]. At: http://cdn.mysitemyway.com/etc-mysitemyway/ icons/legacy-previews/icons/glossy-black-icons-social-media-logos/099375-glossyblack-icon-social-media-logos-twitter-logo-square.png [Accessed 28th May 2015].
Fig.26 (2012) Spraying a Fragrance [Online]. At: (http://bocsupportnetwork.com/ Fig.57 (2014) Vine Logo [Online]. At: https://www.brazenbytes.com/SiteAssets/Logos/ wp-content/uploads/2012/06/admin/983/16/cologne-spraying.jpg [Accessed 23rd May vine/vine-4096-black.png [Accessed 28th May 2015]. 2015]. Fig.58 (2015) Consumers using Vine. Individual Work. Fig.27 (2011) Vintage Bottles [Online]. At: https://img1.etsystatic.com/000/0/5901951/ il_fullxfull.217034085.jpg [Accessed 23rd May 2015]. Fig.59 (2014) Shaking Hands [Online]. At: http://jinjabobot.com/wp-content/ uploads/2014/12/263262-shaking-hands-clip-art.jpg [Accessed 29th May 2015]. Fig.28 (2014) Beard Products [Online]. At: https://s-media-cache-ak0.pinimg. com/736x/d7/bd/81/d7bd81a7679a9ed08f2797a411d5fb04.jpg [Accessed 23rd May Fig.60 (2015) Sequence of Events. Individual Work. 2015]. Fig.61 (2015) Consumer Decision Process. Individual Work. Fig.29 (2012) Orange Segment [Online]. At: http://researchaccess.com/wp-content/ uploads/2012/11/segment-300x300.jpg [Accessed 23rd May 2015]. Fig.62 (2015) Timeline of Events. Individual Work. Fig.30 (2015) Roots Origins Advertisement. Group Work. Fig.31 (2015) Roots Origins Advertisement 2. Group Work.
Fig.63 (2015) Sid Sottung Academy [Online] At: https://instagram.com/ p/3GaCP1yZEj/?taken-by=sidsottungacademy [Accessed 28th May 2015]. Fig.64 (2015) Roots Origins Advertisement. Group Work.
BIBLIOGRAPHY
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