Vivus Incensum Brand Promotion by LauraRobertson321

Promotional Plan

VIVUS INCENSUM.

Life in Contrast Laura Robertson N0560860 FASH10106 - Creative Networks

CONTENTS

Introduction, Aims & Objectives.

The brand & our ambitions.

Context.

The Big Idea.

Key insights & analysis.

Who? What? Where? When? Why?

Creative Concept.

Execution & Plan.

How we look.

The promotional tools & how they will be used.

Final Notes.

The final summary.

Appendix. Bibliography/ References/ Illustrations/ Word Count.

Fig 1: (Cover) Concept Photography by Ana Nicolau (2015) Fig 2: Vivus Incensum Border by Laura Robertson (2015) (Own work) Fig 3: Vivus Incensum Close Packaging by Vivus Incensum (2015) (Own Work)

Introduction, Aims & Objectives. Vivus Incensum; a solid male lifestyle fragrance that directly works for you. Life isn’t always black and white, so Vivus Incensum is convenient for the modern man to personalise as a unique part of their DNA. As a Latin translation for ‘Living Perfume’ (Google Translate, 2015), Vivus Incensum aims to be perfect for every occasion - a fragrance product which grows and adapts around individuals personal tastes. As an innovative, quality, male fragrance brand, with a strong, suave style, Vivus Incensum’s mission is to help the on-the-go male feel confident with the constant contrasts in his day-to-day life, giving him control back and allowing him to feel refreshed and ready for any task thrown his way. Vivus Incensum also fights negative media representations around males who use grooming products, aiming to offer a discrete, solid application which doesn’t emasculate users.

Fig 4: Free Arm by Vivus Incensum (2015) (Team Work) Fig 5: Vivus Incensum DNA Logo by Vivus Incensum (2015) (Team Work) Fig 6: Big Idea Brand Mood Board by Vivus Incensum (2015) (Team Work) Left to Right

Context. Vivus Incensum has unique characteristics which arose as a result of detailed research into current fragrance markets and macro trends, which gave important key insights into what our brand needs to deliver.

Fig 7: Macrotrends Insights by Laura Robertson (2015) (Own Work)

Fig 11: The City of London Wallpaper by Anon (2013)

Fig 8: PEST Analysis by Laura Robertson (2015) (Own Work)

Key Insights: EU regulations restrict brands from using certain ingredients. E-retail rise may become negative for stores as more people choose to shop online as itâ&#x20AC;&#x2122;s easier, however only 4% of luxury sales are made online (McKinsey&Company, 2013), therefore suggests that quality products may not be affected. Online sources need to influence consumer decision. People are looking for cheaper alternatives, so price ranges may need lowering on quality products to ensure this market level retain consumers.

Key Insights:

Fig 9: SWOT Analysis by Laura Robertson (2015) (Own Work)

Only 3% of the cost goes towards fragrance production, therefore offers huge brand profit opportunities (Capozzi.C, 2015). Thereâ&#x20AC;&#x2122;s opportunities to create male fragrances which do not appear feminine. Online shopping attracts new consumers, therefore reaching out to different countries and market sectors who may want to appear to be trend setters.

Fig 11: The City of London Wallpaper by Anon (2013)

“Men have become A reﬂective bunch”

Tom Fordy

Fig 10: A Bright Idea by ‘Lucky’ (2014)

Consumers would like companies to be more sustainable. Ecofriendly products not only help the environment, but also give consumers a sense of selfactualisation (Maslow, 1943). Sustainability adds unique selling points to products, so people are willing to spend more on them. A growth in luxury consumers shows gaps in this market level for new brands. Luxury consumers are becoming more demanding, wanting personalisation to match their personal preferences. Despite their market level, many brands use low concentration levels, which affects quality, and with reckless sprays, the majority doesn’t even reach the

skin. We are often becoming immune to our own fragrances due to smell senses becoming fatigued. ‘Solid fragrances are especially interesting for the men’s market because they go on more subtly and last longer, whilst the packaging is easily portable’ (WGSN, Mens grooming). The modern male is now also providing much more emotionally as well as financially. Gender roles raise issues of stereotyping, specifically with males who use grooming products. ‘“Men have become a reflective bunch, anxious about our appearance, our careers and even our place on the earth.”’(Fordy. T, 2014).

Fig 11: The City of London Wallpaper by Anon (2013)

Fig 12: Key Insights Moodboard by Vivus Incensum (2015) (Team Work)

The

Big Idea.

Vivus Incensum is a solid lifestyle fragrance with 4 interchangeable scents in one convenient, portable and environmentally friendly dispenser. Being personalisable to meet every consumers personal needs, Vivus Incensum allows the self-assured male to reinvent himself whilst reaching his aspirations at the same time. With 10 interchangeable fragrances available, Vivus Incensum offers users the freedom to choose their favourite four to place into their metallic fragrance dispenser. At 8cm long and just a 1cm circumference, Vivus Incensum is the perfect portable product which can be easily thrown into a bag or pocket for long, busy days. Inspired by a multi-biro ball-point pen, a single click on the top of the desired fragrance will lower the solid scent 5mmâ&#x20AC;&#x2122;s, which can be directly rubbed onto the skin. This scent may then be swapped with another in the same way, making Vivus Incensum a distinct and convenient product. Vivus Incensum brings personalisation to the mass market, offering quality and customisation, standing out against the competition for the aspirational, confident, male consumer.

Fig 13: Application Dispenser by Vivus Incensum (2015) (Team Work)

Male grooming is becoming much more popular, but with the media representing it as a feminine habit, it may cause some to hesitate reapplying fragrance in public. Vivus Incensum wants to fight this stereotype by targeting the modern male, but creating a fragrance with a discrete application process involving a subtle rub against the skin, therefore avoiding emasculation. â&#x20AC;&#x2DC;Modern males are more multi-dimensional than it is perhaps commonly assumed by brands and the mediaâ&#x20AC;&#x2122; (WGSN, 2014). Becoming a personalisable product on the market also allows our quick-paced consumer to change their scent throughout the day for different occasions, also eliminating the issue of some people becoming immune to the smell of their fragrance due to overuse. Key insights show that the majority of office males regularly wear fragrance, expressing the need for a portable fragrance like Vivus Incensum. These businessmen can easily transport the dispenser throughout their working days. As a concentrated, longer-lasting scent, Vivus Incensum reduces the amount of times you need to reapply each day and offers options to alter your scent, depending on your schedule; adding a touch of spice for a date or cool citrus for a confidence boost at a meeting. With spray fragrances seeming to dominate the male grooming market, Vivus Incensum offers a completely new application concept, whilst also being much longer lasting and steady wearing, something competitive spray brands cannot offer.

Fig 14: Scent Moodboard by Laura Robertson (2015) (Own Work)

Our main competitors

Fig 15: Competition and Placement by Laura Robertson (2015) (Own Work)

Tom Ford

“Modern males are more multi-dimensional than it is perhaps commonly assumed by brands and the media’” Vivus Incensum brings bespoke to the mass-market level with it’s personalisable, dynamic dispenser. With 10 scents which can be easily combined, each consumer can create their own personalised smell. Being refillable, Vivus Incensum can be topped up when needed, emphasising consumers desire to save money and the environment, appealing to the 34% of fragrance users who are very interested in refillable bottles (Mintel, 2014). Many eco-friendly brands use dated, earthy colours, but Vivus Incensum captures a strong, modern and smart aesthetic other brands fail to achieve. Being just 8x1cm, Vivus Incensum is perfect for the busiest consumers to carry everywhere - an aspect competitive brands only make possible with limited edition or travel packs. Key insights allowed us to look at other fragrances which share similar characteristics with Vivus Incensum. Here we found a gap in the market which allowed us to specify our target consumer further.

Fig 16: Consumer Profile by Laura Robertson (2015) (Own Work)

The Vivus Incensum Consumer.

Fig 17: Consumer Moodboard by Laura Robertson (2015) (Own Work)

For an on-the-go, aspirational and confident male business man who appreciates design and quality, Vivus Incensum attracts the modern man who is tired of the constant emasculation the media portrays towards men who take pride in their grooming. As a 25-35 year old guy who is dependent on portability, Vivus Incensum offers a convenient cosmetic which helps deal with the constant contrasts between home and work life.

To understand the lifestyle and buying habits of our consumer, we visited Canary Wharf, London; the financial district and home to the world of European headquarters, banks and numerous professional service firms. During this observation, we travelled on the Central line and DLR tube services to follow our target consumer on his commutes around the city. Fig 18: Liverpool Street Station by Think James Photo (2013)

Fig 19: Observation by Laura Robertson (2015) (Own Work)

Many bought lunch at Waitrose for an

This observation showed us our target consumers reading habits, also highlighting how important grooming has become. The use of tablets and phones emphasises how the modern day world is becoming handheld, which supports the need for a portable fragrance. This observation also reassured us that our target market is spending large amounts of money on luxury, concentrated fragrance products, which suggests that we can continue to push Vivus Incensum as a quality product, but at a lower price than competitors such as â&#x20AC;&#x2DC;Creed Aventusâ&#x20AC;&#x2122;, which will give us an advantage at this market level.

Fig 20: Brand SWOT Analysis by Laura Robertson (2015) (Own Work)

Key Insights: Although weaknesses show some are uninterested in mixing scents, consumers would also love each scent in its raw format. Vivus Incensum may appear complicated, but online and app help makes it easier to understand, whilst technological advances may enhance Vivus Incensumâ&#x20AC;&#x2122;s qualities. We feel that we can overcome our threats. We will push promotional testers and employ helpful, friendly staff to lure consumers towards the brand, which has shown to lead to conversion. Observations show our target consumer is willing to spend more on quality products like ours, with refills cheaper than other scents already on the market.

Brand Onion.

Fig 21: Brand Onion by Laura Robertson (2015) (Own Work)

Creative Concept. Vivus Incensum’s aim is to help rushed businessmen deal with day-to-day contrasts, particularly between home and work, creating the tag line, ‘Life in Contrast’. The unique packaging references business backgrounds through aluminium vaccum-packing to represent office ink-cartridges, whilst promotional visuals also do not overtly connect with fragrance, creating exclusivity whilst contrasting competitive fragrance brand commercials. Major influences for our creative concepts came from photographers Miguel Domingos, Bence Bajonyi and Susanna Vento who all create contrast. However, scamps (see appendix 1,2,3) raised issues of our ideas being too different from each other, therefore not working as a combined campaign. On reflection, highlighted distinctions between the studio background and human in Bence Bajonyi’s image influenced us to use studio shots with natural lighting, rather than location, to emphasise that our fragrance works and lives with you as part of your DNA - ‘living perfume’. With ‘Life in Contrast’ as a main message, creating juxtapositions between daily scenarios emphasised Vivus Incensum’s mission: helping consumers feel confident with contrasts between home and work life, giving them control back; aspects which will attract our precise, organised target market. Our images used no excessive post-production, expressing the simplistic, modern brand look. A smart brogue shoe shows historical reference to the aristocrats of society, referring to ambitious, classy, above average businessmen (AllAboutShoes, 2014), an accurate visual representation of our consumer. The plants placed inside express the relaxed home life they return to each day, with both working together to highlight how one person has so many different roles. Having these contrasting objects and scenarios inter-linking represents Vivus Incensum’s adaptability for every occasion, also highlighting the consumers ability to combine different scents with each other. With just a small logo and tag line added to the images, with no reference to fragrance, Vivus Incensum is portrayed as exclusive and

Fig 22: Studio Blend by Bence Bajonyi (2013) Fig 23: Business Plan by Susanna Vento (2015) Fig 24: Carlos Contrast by Miguel Domingos (2014) Left to right

Fig 25: Overlay Advert by Vivus Incensum (2015) (Team Work) Fig 26: DNA Logo Arm Advert by Vivus Incensum (2015) (Team Work) Left to Right

Video Promotion.

Night vs Day

The 7 P’s.

Fig 28: The 7P’S by Laura Robertson (2015) (Own Work)

Fig 27: Vivus Video Screen Shots by Laura Robertson (2015) (Team Work)

urban vs rural

A short 10 second video will be used on social media sites such as ‘Youtube’ and ‘Instagram’, as well as along our consumers commute, for example on the side of escalators down to the tube lines in London. To communicate ‘Life in Contrast’, we used quick time-lapses of typical contrasts such as night V. day and black V. white. Linking to our images, we did not want our advert to be obviously connected to fragrance, creating a high status around our brand and encouraging viewers to get involved and find out what the brand is about themselves, linking to their involvement in the design and mixing processes.

Execution &Plan. Expanding into unique market levels, we will collaborate with architect Rafael Vinoly, designer of London’s 20 Fenchurch Street (RVAPC, 2014), to appeal to our design focused consumer and also create an endorsement, attracting architecture appreciators. Rafael Vinoly will design a limited edition fragrance dispenser for the Christmas period, further adding exclusivity to certain ranges under the Vivus Incensum brand. Large billboards showing promotional images will be hung from skyscrapers across UK cities, inspired by Gillette’s 2012 Olympic campaign at Stratford Station, ‘the largest single viewed advertising opportunity in the UK’ (J. Regan, 2012). This ensures our promotions can be seen by inner-city consumers for miles, and as they will be attached to the UK’s most influential buildings, will create a sense of achievement around the fragrance, which our determined consumer can aspire to. Collaborating with ‘Starbucks’, our promotional images will be printed onto coffee cups, carried around the large British cities, working as a promotional tool to create awareness for the brand. As a lifestyle fragrance product, we would love Vivus Incensum to be associated with brands who have a high status, therefore Starbucks’ huge reputation is perfect for our collaboration, as they link with this desirable lifestyle we want to surround our product. ATM sample dispensers will be placed in major train stations across the UK including Liverpool Street, as this is the perfect Guerrilla Marketing venue for successful business’ campaigns, such as T-mobiles flash-mob. This dispenser allows users to try different fragrances before making permanent purchases, offering them further insight into the brand and our values. This free service also aims to convert loyal consumers away from other brands, offering opportunities to try the product and witness the benefits at no expense. Promotional images will also be posted on ‘Instagram’ and ‘Linked in’, business, design and news websites, tube and bus advertisements, newspapers adverts in reads such as ‘The Metro’ and adverts in design magazines such as ‘Form Architecture’, as after completing our observation, these are places which we could best connect with our target consumer. Our adverts should also appeal to those who may be purchasing for somebody else. Therefore, Guerrilla Marketing tools help break into new consumer archetypes (Posner, 2013) Fig 29: City of London Broad Gate Tower by Nobuyuki Taguchi (Unknown)

Maslow(1943) suggested there is a five-tier hierarchy of needs and each human will attempt to meet the lowest level before advancing to the next. In reality, we actually try to meet our needs simultaneously and do not progress through levels, however evidence does show these basic needs do have an impact on our consumer behaviours (Posner. H, 2013). Vivus Incensum reaches social belonging needs by offering males a discrete way to apply fragrance without standing out in a negative light, also boosting users esteem as they show status, achievement and a level of importance when wearing/using the Vivus Incensum brand. This therefore motivates consumers to make the decision to purchase our product to fulfil these psychological needs after exposure to promotions.

Fig 30: Billboard Mockup by Laura Robertson (2015) (Own Work)

Self Actualisation

Ego Needs

Social Needs

Security Needs

Physcological Needs

Fig 31: Maslowâ&#x20AC;&#x2122;s Hierarchy of Needs by Laura Robertson (2015) (Own Work)

As business consumers are becoming more internet-savvy, Vivus Incensum will use Primary Online Marketing Channels; web, social media and mobile (Cabage.N and Zhang.S, 2013). Although email is also one of these, businessmen receive junk-mail they never read, so this is an inappropriate way to target them. Owned media such as the official webpage ‘www. vivusincensum.co.uk’ is designed to be compatible with all devices, ensuring it’s accessible to all users. The webpage will be stylish and informative with reviews and recipes, allowing consumers the best advice possible. All Vivus Incensum products will be available online at the official website, along with seasonal limited edition ranges. ‘Google’ pay per click will ensure that when somebody searches our brand, the official webpage is promoted at the top, as there is a 59% increase in unaided awareness if users visit promoted websites on ‘Google’ (Burcher. N, 2012). This is the best place for researchers to get information and prices which will affect their consumer decision process. We can then use online cookies on potential customers to track their online footprint, using web display adverts to target them even whilst they are visiting other non-related webpages, in order to convince them to purchase. Earned media and User Generated Content such as positive reviews and blog posts will result in enlargement of the feedback loop as word-of-mouth advocacy has ‘scaled and can now spread over much further distances’ (Burcher. N, 2012). Aral and Walker(2011) suggest in scenarios where 90% of the peer correlation in purchasing products is explained by peer influence and only 10% by correlated characteristics, a peer-to-peer marketing strategy that creates incentives for adopters to positively use word-of-mouth, is likely to be more effective (Birke. D, 2013).

Fig 31: IPad Web Mockup by Laura Robertson (2015) (Own Work) Fig 32: Laptop Web Mockup by Laura Robertson (2015) (Own Work)

Fig 33: Online Marketing Cycle by E-Consultancy Ltd (2003) Fig 33: Instagram Mockup by Laura Robertson (2015) (Own Work)

This consumer decision process is known as the Online Marketing Cycle. The idea is to acquire an audience through â&#x20AC;&#x2DC;Googleâ&#x20AC;&#x2122; or internet cookies before converting them to make purchases or interact with the brand. The ultimate result is retaining this consumer through excellent customer service and products, which hopefully results in them leaving positive reviews or recommendations. (Andreas, 2012). At Vivus Incensum, our online and in store customer service will match the high standards of our quality fragrance. Both services will show consumers how to create ideal scents for different scenarios and also help them understand more about what they are putting on their skin. Sharing in-depth knowledge of the ingredients that go into each fragrance, we will also express our brand values about sustainability and quality which will hopefully lead to a purchase.

Online Marketing Plan. Our online marketing plan aims to create brand awareness and a reliable, trustworthy reputation which will lead to brand loyalty. To sell Vivus Incensum as a lifestyle product, our marketing campaigns need to target all aspects of our consumers behaviour. Therefore, an app called ‘Vivus’ will work as an organiser which can be specifically tailored to individuals through an initial signup questionnaire. This allows us to send news reports and articles tailored to their interests and job sector. Vivus will also include a calendar service to organise consumers busy lifestyle, with added advice on fragrance recipes for the ideal scent for each scheduled event. Using location, Vivus will show hints of nearby restaurants/bars with amazing reviews and alert users of nearby traffic updates so there’s never a delay. The best way to target on-the-go consumers is via their smart phone, as our observation shows portable devices connect these consumers with the rest of the world. To keep Vivus exclusive to paying customers, each fragrance purchase will include a personalised code to enter when downloading to unlock the app. The Vivus app offers great customer service even after purchase, which according to the original Marketing Funnel (Lewis.E, 1898) will retain loyal consumers, ideally leading to advocacy, sharing positive reviews and repurchasing (Singh.S and Diamond.S, 2013). An online campaign called ‘9v9’ asks users to upload their view at 9am and 9pm to show the contrasts they deal with day and night, with the best view each month winning a free trip to another city across the globe. As a male who loves to be seen as superior and wants to obtain as much as he can from life, an opportunity to visit a location of his choice would definitely be appealing. Using the Vivus app, they can take photos and upload quickly to the database, whilst the hash tag ‘#9v9’ on social media sites ‘Twitter’ and ‘Instagram’ will enter them without having a obnoxious, embarrassing hashtag label on their photo - something someone who is keen on gaining a high level of status does not want on his page. The favourite images each month will be posted on the official website and ‘Pinterest’ boards, automatically giving runner-ups a sense of achievement, fulfilling their esteem needs.

Fig 35: Packaging by Laura Robertson (2015) (Own Work) Fig 36: App Mockup by Laura Robertson (2015) (Own Work)

The Online Marketing Funnel Fig 37: Online Marketing Funnel by Iterate Marketing (Unknown)

Using web analytics, we will measure the amount of uploads using â&#x20AC;&#x2DC;#9v9â&#x20AC;&#x2122; and how many followers each social media page has. Reviews, download and user numbers will help us update the app regularly with new upgrades our consumer will find useful. We will also use cookies to look at other brands our buyers have been viewing online, which may indicate any possible future brand collaborations as well as monitor the location and online purchase statistics.

6 Month Promotional Plan

Fig 38: 6 Month Promotional Plan by Laura Robertson (2015) (Own Work)

Final Notes. Combinations of owned, paid and earned media leads to â&#x20AC;&#x2DC;significantly larger brand awareness compared to using just one media typeâ&#x20AC;&#x2122; (Kaufman.I and Horton.C, 2015), therefore the promotional tools explained in this plan should work together to create huge awareness in the first 6 months. Using promotional images, video and discrete application, Vivus Incensum will fulfil its ambitions to fight negative media representations and ensure there is no emasculation of males who use our grooming products. These tools should represent the contrast in our onthe-go consumers lifestyle, creating something they can relate to. With a metallic, suave, stylised dispenser, the product will appeal to design focused consumers, as will collaborations with Rafael Vinoly. As a quality product with a price tag in the higherend of the mass-market level, profits will be large and therefore the brand will have future options to invest in new personalisable cosmetics under the Vivus Incensum name, further mixing the brand as a unique part of our consumers DNA.

Fig 39: DNA Shoe Advert by Vivus Incensum (2015) (Team Work) Fig 40: Refillable Dispenser Display by Vivus Incensum (2015) (Team Work)

Appendix. Appendix 1: Scamp Images

Appendix 2: Creative Concept Moodboard

Appendix 3: Un-used Images from Photoshoot

Appendix 4: Edited Promotional Images

Appendix 5: Questionnaire Results

WORD COUNT: 3293

References. List of Illustrations: Fig 1: Concept Photography by Ana Nicolau (2015) [Film] in Ana Nicolau’s portfolio available at: www.ananicolau.com/concept.html Fig 2: Vivus Incensum Border by Laura Robertson (2015) [Graphic] (Own work) Fig 3: Vivus Incensum Close Packaging by Vivus Incensum (2015) [Graphic] (Own Work Fig 4: Free Arm by Vivus Incensum (2015) [Photograph] (Team Work) Fig 5: Vivus Incensum DNA Logo by Vivus Incensum (2015) [Graphic] (Team Work) Fig 6: Big Idea Brand Mood Board by Vivus Incensum (2015) [Graphic] (Team Work) Fig 7: Macrotrends Insights by Laura Robertson (2015) [Graphic] (Own Work) Fig 8: PEST Analysis by Laura Robertson (2015) [Graphic] (Own Work) Fig 9: SWOT Analysis by Laura Robertson (2015) [Graphic] (Own Work) Fig 10: A Bright Idea by ‘Lucky’ (2014) [Photograph] available at: http://7-themes. com/6876390-photography-wallpaper.html Fig 11: The City of London Wallpaper by Anon (2013) [Photograph] in widehdwalls available at: http://widehdwalls.com/10258-the-city-of-london/ Fig 12: Key Insights Moodboard by Vivus Incensum (2015) [Graphic] (Team Work) Fig 13: Application Dispenser by Vivus Incensum (2015) [Graphic] (Team Work) Fig 14: Scent Moodboard by Laura Robertson (2015) [Graphic] (Own Work) Fig 15: Competition and Placement by Laura Robertson (2015) [Graphic] (Own Work) Fig 16: Consumer Profile by Laura Robertson (2015) [Graphic] (Own Work) Fig 17: Consumer Moodboard by Laura Robertson (2015) [Graphic] (Own Work) Fig 18: Liverpool Street Station by Think James Photo (2013) [Photograph] in Think James Photo portfolio available at: thinkjamesphoto.com Fig 19: Observation by Laura Robertson (2015) [Graphic] (Own Work) Fig 20: Brand SWOT Analysis by Laura Robertson (2015) [Graphic] (Own Work) Fig 21: Brand Onion by Laura Robertson (2015) [Graphic] (Own Work) Fig 22: Studio Blend by Bence Bajonyi (2013) [Photograph] in China Life Magazine 2013 available at: http://www.inspirefirst.com/2013/08/02/editorial-china-life-magazinebence-bakonyi/ Fig 23: Business Plan by Susanna Vento (2015) [Photograph] in Susanna Vento Portfolio 2015 available at susannavento.fi/sivu74.html Fig 24: Carlos Contrast by Miguel Domingos (2014) [Photograph] in Carlos Series available at: migueldomingos.com/album/projects Fig 25: Overlay Advert by Vivus Incensum (2015) [Photograph] (Team Work) Fig 26: DNA Logo Arm Advert by Vivus Incensum (2015) [Photograph] (Team Work) Fig 27: Vivus Video Screen Shots by Laura Robertson (2015) [Video] (Team Work) Fig 28: The 7P’S by Laura Robertson (2015) [Graphic] (Own Work) Fig 29: City of London Broad Gate Tower by Nobuyuki Taguchi (Unknown) [Photograph] in P1600 available at: http://www.p1600.com/en/portfolio/city_of_london/ photo_853.aspx Fig 30: Billboard Mockup by Laura Robertson (2015) [Graphic] (Own Work) Fig 31: Maslow’s Hierarchy of Needs by Laura Robertson (2015) [Graphic] (Own Work) Fig 31: IPad Web Mockup by Laura Robertson (2015) [Graphic] (Own Work) Fig 32: Laptop Web Mockup by Laura Robertson (2015) [Graphic] (Own Work) Fig 33: Online Marketing Cycle by E-Consultancy Ltd (2003) [Graphic] in Econsultancy Marketing Cycle Plan available at: farm2.staticflikr.com Fig 33: Instagram Mockup by Laura Robertson (2015) [Graphic] (Own Work) Fig 35: Packaging by Laura Robertson (2015) [Graphic] (Own Work) Fig 36: App Mockup by Laura Robertson (2015) [Graphic] (Own Work) Fig 37: Online Marketing Funnel by Iterate Marketing (Unknown) [Graphic] in Attribution Modeling: Don’t be a model idiot available at: www.iteratemarketing.com/ attribution-modeling-dont-be-a-model-idiot/ Fig 38: 6 Month Promotional Plan by Laura Robertson (2015) [Graphic] (Own Work) Fig 39: DNA Shoe Advert by Vivus Incensum (2015) [Photograph] (Team Work) Fig 40: Refillable Dispenser Display by Vivus Incensum (2015) [Graphic] (Team Work)

List of References: AllAboutShoes., (2014). All About Shoes: A short history of brogues [Online]. Powered by Blogger. Available at: http://allaboutshoes-toeslayer.blogspot.co.uk/2014/04/a-short-history-ofbrogues.html. [Accessed 29/05/2015]. Andreas., (2012). The Online Marketing Cycle [Online]. Globi. Available at: http://www.globi. ca/blog/the_online_marketing_cycle/. [Accessed 30/05/2015]. Birke. D., (2013). Social Networks and their Economics: Influencing Consumer Choice. 1st Edition. Page 34. West Sussex: John Wiley & Sons, Ltd. Boston Consulting Group., (2014). Number of luxury consumers to reach 440 million by 2020: BCG [Online]. Luxury Daily. Available at: http://www.luxurydaily.com/number-of-luxuryconsumers-to-reach-440-million-by-2020-report/. [Accessed 24/05/2015]. Burcher. N., (2012). Paid, Owned, Earned : Maximising Marketing Returns in a Socially Connected World [E-Book]. Great Britain, United States: Kogan Page Limited. Available Via: https://books.google.co.uk/books?id=QQnp-duPmbMC&printsec=frontcover&dq=owned+earne d+paid+media&hl=en&sa=X&ei=McRlVeGFCpPe7AaA44DgBw&ved=0CCAQ6AEwAA#v=one page&q=owned%20earned%20paid%20media&f=true [Accessed 29/05/2015]. Cabage. N & Zhang. S., (2013). The Smarter Startup: A Better Approach to Online Business for Entrepreneurs [eBook]. Chapter 9. New Riders. Available via: https://books.google.co.uk/ books?id=TcKv-yS920MC&printsec=frontcover#v=onepage&q=primary%20online%20marketin g%20channels&f=false. [Accessed 29/05/2015]. Capozzi. C., (2015). Perfume market analysis [Online]. eHow. Available at: http://www.ehow. co.uk/info_7743468_perfume-market-analysis.html. [Accessed 24/05/2015]. Confino. J & Muminova. O.., (2011). What motivates consumers to make ethically conscious decisions. [Online]. The Guardian News and Media Limited. Available at: http://www. theguardian.com/sustainable-business/motivates-consumers-environmental-ethical-decisions. [Accessed 24/05/2015]. Ferrante. J., (2014). Seeing Sociology: An Introduction 3rd Edition [eBook]. Page 407. Canada: Cengage Learning, represented by Nelson Education, Ltd.. Available via: https:// books.google.co.uk/books?id=kTl-BAAAQBAJ&pg=PT432&lpg=PT432&dq=The+average+ma n+spends+37+hours+a+week+at+work.&source=bl&ots=ZRv-d4vFkG&sig=34tW0vQ9Cs4Kth NEX6YWD0SCq3g&hl=en&sa=X&ei=SqxlVZTUE8vW7Aaw5oK4Dg&ved=0CCIQ6AEwAg#v= onepage&q=The%20average%20man%20spends%2037%20hours%20a%20week%20at%20 work.&f=false. [Accessed 26/05/2015]. Google Translate., (2015). Vivus Incensum Translation. [Online]. Google. Available at: https:// translate.google.co.uk/?hl=en-GB&gbv=2&q=vivus+incensum&ie=UTF-8&sl=la&tl=en#la/en/ vivus%20incensum [Accessed 24/05/2015]. Internet Live Stats., (2015). Number of Internet Users (2015) [Online]. Internet Live Stats. Available at: http://www.internetlivestats.com/internet-users/. [Accessed 24/05/2015]. Kaufman. I, Horton. C., (2015). Digital Marketing: Intergrating Strategy and Tactics with Values [eBook]. Page 91. New York: Routledge. Available via: https://books.google.co.uk/books?id=B pTZBAAAQBA&pg=PA91&Ipg=j+kaufan+anda+c+horton+combination+of+earned+paid+owne d+media&source=bI&ots=-7qWc9nat2&sig_8FYfPDGQYRixTRNXIVCH90&hl=en&sa=X&ei=Z uNuVbiEKMKt7Aani4PQAw&ved=0CB8Q6AEwAA#v=onepage&q=I%20kaufman%20and%20 horton%20of%20earned%20paid%20owned%20media%f=false [Accessed 01/06/2015]. Knapton. S., (2014). Chanel and Dior forced to reformulate perfumes under new EU laws [Online]. Telegraph. Available at: http://www.telegraph.co.uk/news/health/news/10860886/ Chanel-and-Dior-forced-to-reformulate-perfumes-under-new-EU-laws.html. [Accessed 24/05/2015]. Marketing Minefield., (2015). PESTLE Analysis - Marketing Plan [Online]. Marketing Minefield. Available at: http://www.marketingminefield.co.uk/pestle-analysis/. [Accessed 24/05/2015]. Mckinsey&Company., (2013). Digital Luxury Experience 2013: Keeping up with changing customers. [Online]. Mckinsey on Marketing and Sales. Available at: http://mckinseyonmar

rketingandsales.com/sites/default/files/pdf/Digital_Luxury_Experience_2013.pdf [Accessed 24/05/2015] . Miller. M., (2012). 4G timetable agreed by UK mobile network operators [Online]. BBC. Available at: http://www.bbc.co.uk/news/technology-19804578. [Accessed 24/05/2015]. Mintel., (2014). Menâ&#x20AC;&#x2122;s and Womenâ&#x20AC;&#x2122;s Fragrances - UK - August 2014 [Online]. Mintel Group LTD. Available at: http://store.mintel.com/mens-and-womens-fragrances-uk-august2014. [Accessed 25/05/2015]. Posner, H., (2011). Marketing Fashion. London: Laurence King Publishing Ltd. Regan. J., (2012). Gillette goes outdoor for Great Start Olympic campaign [Online]. Campaign Live. Available at: http://www.campaignlive.co.uk/news/1142427/. [Accessed 29/05/2015]. Rueter. T., (2012). Industry Statistics - E-retail spending to increase 62% by 2016 [Online]. Internet Retailer. Available at: https://www.internetretailer.com/2012/02/27/eretail-spending-increase-45-2016. [Accessed 24/05/2015]. RVPAC., (2014). Rafael Vinoly Architects : 20 Fenchurch Street [Online]. RVAPC. Available at: http://www.rvapc.com/works/707-20-fenchurch-street. [Accessed 29/05/2015]. Singh. S & Diamond. S., (2013). Social Media Marketing for Dummies [eBook]. Page 53. New Jersey: John Wiley & Sons, Inc. Available via: https://books.google.co.uk/boo ks?id=1beTBQAAQBAJ&pg=PA52&dq=marketing+funnel&hl=en&sa=X&ei=IcxlVZrQF cK4sQHGxICgCQ&ved=0CD8Q6AEwBg#v=onepage&q=marketing%20funnel&f=true. [Accessed 30/05/2015]. Solomon et al., (1998). The Challenges For Cosmetics Industry Marketing Essay [Online]. UKEssays. Available at: http://www.ukessays.com/essays/marketing/thechallenges-for-cosmetics-industry-marketing-essay.php. [Accessed 30/05/2015]. SPEIAC., (2007). Scented Products Education and Information Association of Canada [Online]. SPEIAC. Available at: http://www.cctfa.ca/scented/facts_composition.html. [Accessed 24/05/2015]. The Nielson Global Survey of Consumer Shopping Behaviour., (2013). Number of UK consumers willing to pay more for eco-friendly products triples in 17 months [Online]. Retail Gazette. Available at: http://www.retailgazette.co.uk/blog/2013/08/14142-numberof-uk-consumers-willing-to-pay-more-for-ecofriendly-products-triples-in-17-months. [Accessed 24/05/2015]. The Perfume Court., (2015). General Perfume Info [Online]. The Perfume Court LLC. Available at: http://theperfumedcourt.com/perfume_info.aspx. [Accessed 25/05/2015]. The Week., (2015). UK minimum wage rises by three per cent today. [Online]. The Week Ltd. Available at: http://www.theweek.co.uk/60652/uk-minimum-wage-to-risewhat-are-the-parties-promising. [Accessed 24/05/2015]. WGSN, (2014). Multidimensional Man [E-Report]. [Accessed 25/05/2015].

Bibliography BOOKS: Birke. D., (2013). Social Networks and their Economics: Influencing Consumer Choice. 1st Edition. Page 34. West Sussex: John Wiley & Sons, Ltd. Burcher. N., (2012). Paid, Owned, Earned : Maximising Marketing Returns in a Socially Connected World [E-Book]. Great Britain, United States: Kogan Page Limited. Available Via: https://books.google.co.uk/books?id=QQnp-duPmbMC&printsec=frontcover&dq=owned+earned+ paid+media&hl=en&sa=X&ei=McRlVeGFCpPe7AaA44DgBw&ved=0CCAQ6AEwAA#v=onepage &q=owned%20earned%20paid%20media&f=true [Accessed 29/05/2015]. Cabage. N & Zhang. S., (2013). The Smarter Startup: A Better Approach to Online Business for Entrepreneurs [eBook]. Chapter 9. New Riders. Available via: https://books.google.co.uk/ books?id=TcKv-yS920MC&printsec=frontcover#v=onepage&q=primary%20online%20marketing %20channels&f=false. [Accessed 29/05/2015]. Ferrante. J., (2014). Seeing Sociology: An Introduction 3rd Edition [eBook]. Page 407. Canada: Cengage Learning, represented by Nelson Education, Ltd.. Available via: https://books.google. co.uk/books?id=kTl-BAAAQBAJ&pg=PT432&lpg=PT432&dq=The+average+man+spends+37+h ours+a+week+at+work.&source=bl&ots=ZRv-d4vFkG&sig=34tW0vQ9Cs4KthNEX6YWD0SCq3g &hl=en&sa=X&ei=SqxlVZTUE8vW7Aaw5oK4Dg&ved=0CCIQ6AEwAg#v=onepage&q=The%20a verage%20man%20spends%2037%20hours%20a%20week%20at%20work.&f=false. [Accessed 26/05/2015]. Kaufman. I, Horton. C., (2015). Digital Marketing: Intergrating Strategy and Tactics with Values [eBook]. Page 91. New York: Routledge. Available via: https://books.google.co.uk/books?id=BpT ZBAAAQBA&pg=PA91&Ipg=j+kaufan+anda+c+horton+combination+of+earned+paid+owned+me dia&source=bI&ots=-7qWc9nat2&sig_8FYfPDGQYRixTRNXIVCH90&hl=en&sa=X&ei=ZuNuVbiE KMKt7Aani4PQAw&ved=0CB8Q6AEwAA#v=onepage&q=I%20kaufman%20and%20horton%20o f%20earned%20paid%20owned%20media%f=false [Accessed 01/06/2015]. Posner, H., (2011). Marketing Fashion. London: Laurence King Publishing Ltd. Singh. S & Diamond. S., (2013). Social Media Marketing for Dummies [eBook]. Page 53. New Jersey: John Wiley & Sons, Inc. Available via: https://books.google.co.uk/books?id=1beTBQAAQ BAJ&pg=PA52&dq=marketing+funnel&hl=en&sa=X&ei=IcxlVZrQFcK4sQHGxICgCQ&ved=0CD8 Q6AEwBg#v=onepage&q=marketing%20funnel&f=true. [Accessed 30/05/2015]. ARTICLES: Boston Consulting Group., (2014). Number of luxury consumers to reach 440 million by 2020: BCG [Online]. Luxury Daily. Available at: http://www.luxurydaily.com/number-of-luxuryconsumers-to-reach-440-million-by-2020-report/. [Accessed 24/05/2015]. Bowser. J., (2009). T-Mobile unleashes guerilla dance routine at Liverpool Street [Online]. Brand Republic. Available at: http://www.brandrepublic.com/article/873942/t-mobile-unleashes-guerilladance-routine-liverpool-street. [Accessed 30/05/2015]. Confino. J & Muminova. O.., (2011). What motivates consumers to make ethically conscious decisions. [Online]. The Guardian News and Media Limited. Available at: http://www.theguardian. com/sustainable-business/motivates-consumers-environmental-ethical-decisions. [Accessed 24/05/2015]. Knapton. S., (2014). Chanel and Dior forced to reformulate perfumes under new EU laws [Online]. Telegraph. Available at: http://www.telegraph.co.uk/news/health/news/10860886/Chaneland-Dior-forced-to-reformulate-perfumes-under-new-EU-laws.html. [Accessed 24/05/2015] Miller. M., (2012). 4G timetable agreed by UK mobile network operators [Online]. BBC. Available at: http://www.bbc.co.uk/news/technology-19804578. [Accessed 24/05/2015]. Regan. J., (2012). Gillette goes outdoor for Great Start Olympic campaign [Online]. Campaign Live. Available at: http://www.campaignlive.co.uk/news/1142427/. [Accessed 29/05/2015].

Rueter. T., (2012). Industry Statistics - E-retail spending to increase 62% by 2016 [Online]. Internet Retailer. Available at: https://www.internetretailer.com/2012/02/27/e-retail-spendingincrease-45-2016. [Accessed 24/05/2015]. The Week., (2015). UK minimum wage rises by three per cent today. [Online]. The Week Ltd. Available at: http://www.theweek.co.uk/60652/uk-minimum-wage-to-rise-what-are-the-partiespromising. [Accessed 24/05/2015]. ADDITIONAL SOURCES: AllAboutShoes., (2014). All About Shoes: A short history of brogues [Online]. Powered by Blogger. Available at: http://allaboutshoes-toeslayer.blogspot.co.uk/2014/04/a-short-history-ofbrogues.html. [Accessed 29/05/2015]. Andreas., (2012). The Online Marketing Cycle [Online]. Globi. Available at: http://www.globi. ca/blog/the_online_marketing_cycle/. [Accessed 30/05/2015]. Capozzi. C., (2015). Perfume market analysis [Online]. eHow. Available at: http://www.ehow. co.uk/info_7743468_perfume-market-analysis.html. [Accessed 24/05/2015]. Davis. A., (2014). Why We Need a New Marketing Funnel [Online]. CMworld Live. Available at: http://blog.newscred.com/article/cmworld-live-andrew-davis-on-why-we-need-a-new-marketingfunnel/5c165fa09d23c735f92d82b148224582. [Accessed 30/05/2015]. Google Translate., (2015). Vivus Incensum Translation. [Online]. Google. Available at: https:// translate.google.co.uk/?hl=en-GB&gbv=2&q=vivus+incensum&ie=UTF-8&sl=la&tl=en#la/en/ vivus%20incensum [Accessed 24/05/2015]. Internet Live Stats., (2015). Number of Internet Users (2015) [Online]. Internet Live Stats. Available at: http://www.internetlivestats.com/internet-users/. [Accessed 24/05/2015]. Marketing Minefield., (2015). PESTLE Analysis - Marketing Plan [Online]. Marketing Minefield. Available at: http://www.marketingminefield.co.uk/pestle-analysis/. [Accessed 24/05/2015]. Mckinsey&Company., (2013). Digital Luxury Experience 2013: Keeping up with changing customers. [E-Report]. Mckinsey on Marketing and Sales. Available at: http://mckinseyonm arketingandsales.com/sites/default/files/pdf/Digital_Luxury_Experience_2013.pdf [Accessed 24/05/2015] . Mintel., (2014). Menâ&#x20AC;&#x2122;s and Womenâ&#x20AC;&#x2122;s Fragrances - UK - August 2014 [E-Report]. Mintel Group LTD. Available at: http://store.mintel.com/mens-and-womens-fragrances-uk-august-2014. [Accessed 25/05/2015]. RVPAC., (2014). Rafael Vinoly Architects : 20 Fenchurch Street [Online]. RVAPC. Available at: http://www.rvapc.com/works/707-20-fenchurch-street. [Accessed 29/05/2015]. Solomon et al., (1998). The Challenges For Cosmetics Industry Marketing Essay [Online]. UKEssays. Available at: http://www.ukessays.com/essays/marketing/the-challenges-forcosmetics-industry-marketing-essay.php. [Accessed 30/05/2015]. SPEIAC., (2007). Scented Products Education and Information Association of Canada [Online]. SPEIAC. Available at: http://www.cctfa.ca/scented/facts_composition.html. [Accessed 24/05/2015]. The Nielson Global Survey of Consumer Shopping Behaviour., (2013). Number of UK consumers willing to pay more for eco-friendly products triples in 17 months [Online]. Retail Gazette. Available at: http://www.retailgazette.co.uk/blog/2013/08/14142-number-of-ukconsumers-willing-to-pay-more-for-ecofriendly-products-triples-in-17-months. [Accessed 24/05/2015]. The Perfume Court., (2015). General Perfume Info [Online]. The Perfume Court LLC. Available at: http://theperfumedcourt.com/perfume_info.aspx. [Accessed 25/05/2015]. WGSN, (2014). Multidimensional Man [E-Report]. [Accessed 25/05/2015].