LYNNE BOOLS-ROBERTS N0425907
STRATEGIC PROPOSAL BRAND LAUNCH AND PROMOTION
tura Fig. 1
MODULE: CREATIVE NETWORKS
MODULE LEADER: SIMON BEALES
REF. NO: FASH10106
Tura is a thoughtful and intelligent brand which is a marriage of style and performance. It is a promise to our consumer to act as a refuge from their busy, frantic day to day lifestyles. It does this through each scent’s aromatherapy properties –made from fully natural ingredients the scent of bloom is made to make the consumer feel radiant, while rain is made to make the consumer feel relaxed. Gin is made so that it is revitalising. Each of the three fifteen millilitre bottle fragrances’ is sold as a set along with aromatic mist and an incense stick. As well as being a functional, healing, therapeutic product it is also very stylish with its minimal, stripped back design. It values sustainability, authenticity and eco-organic principles and therefore packaging is recyclable with clean, simple lines.
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The design of the logo also follows theses ideologies, tura being the Latin word for ‘incense’ (which the English language is derived from, and so is the most stripped back a word can be), while the colour palette chosen was very muted and simplistic. The advertisements for tura designed were also very minimalistic. Cherry blossom was chosen as the flower representing the fragrance of bloom, this is because it symbolises female power and strength as well as beauty which goes hand in hand with our brand personality. The blossom was pictured in the hands of a woman as it appears feminine and simplistic; the hands were also used as a continuity running through all of our advertisements meaning our brand is easily recognisable by the first glance. The wrists being on show in each advertisement is also a subtle hint that a fragrance is being sold (the wrists being a body point which fragrance is used on) as our product will not feature in the advertisement, (our competitor Commodity has similar very conceptual advertisements which are very successful and powerful) and as our brand is fairly niche, the ambiguity of the advertisement makes it more exclusive to our consumer who is in ‘the know’. For the advertisement for gin it was decided that the focus should not be on the beverage, but stripping back to gin’s revitalising, healing, natural properties; juniper berries from which gin is made. Finally, for the scent of rain, the hands were photographed in the rain in a calming, relaxing colour palette. In the post production of the shoot the logo and tag line for each scent were added. The tag line was chosen so that it was fairly empowering, with the use of the word ‘be’, as if the product empowers the consumer. For the scent of bloom the tag line reads ‘be radiant with the scent of bloom’, for rain it is ‘be relaxed with the scent of rain’ and finally for gin ‘be revitalised with the scent of gin’.
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tura
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Tura is aimed at a young female professional, from the age of twentyeight to thirty-five. She is very independent, intelligent and feminine. By conducting primary research in London (where tura will be marketed and the home of our consumer) it was found that tura’s consumer would pay fifty to seventy five pounds for a fragrance; so the price point was decided to be eighty pounds because although the fragrance only is sold in a fifteen millilitre bottle, it comes as a set with two other products. This was decided because of further primary research; when tura was pitched to industry experts (professionals working in Kiehl’s – a competitor of tura) it was found that products sold in a set were more popular than singular products (examples for the consent forms used for this research can be found in the appendix).
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tura
For the launch of tura it is compulsory that the concept fits in with the brand values and promotes the product in a way which appeals to our consumer. The event for the launch will be held in a place which is accessible to our consumer, and an art gallery hired for the location so that it can be decorated in accordance with tura. Spaceshift which is in association with Scarlet Maguire Gallery was chosen to host the launch event; the “space is arranged over two floors making one hundred and fifty square metres in total. The street level is a reception/display/hospitality area in a large contemporary open-plan space. It includes a copper and glass bar and a classical stone two-tier working fountain. There is also extensive ceiling lighting with separate switches for each area and dimming capacity and wide window frontage with wooden blinds. The downstairs provides another unusual, light, open-plan atmospheric space; there are built-in light boxes lined up in gold leaf. It also has the benefit of three wash rooms, luxuriously tiled in” (spaceshift.co.uk). The gallery is situated on Cromer Street which is central to north London.
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This is ideal to launch tura’s event because not only is it accessible, but the space is also perfect for the concept of the event. The event will be a trade and consumer event, with interactive activities aimed at both parties. Upstairs, there will be an area of space dedicated to each scent; bloom, gin and rain. In each section the incense stick for the fragrance will be burning and the section will be decorated to complement and correspond to the fragrance. The fragrance will be displayed with the other pieces of the set in and out of the packaging. There will be samples of the fragrance available for guests to take home, and there will also be one of our professional perfumers in each section to answer any questions guests may have (particularly from the trade) and to explain how our product is made from fully natural ingredients, as sustainability and eco-organic principles is our main unique selling point. It was found from researching competitor brand launch events that interactive events were the most popular. For example, when The Body Shop launched the fragrance Dreams Unlimited, graphic design company DOT. made a large, 3D tree which allowed people to hang notes with their dreams on (DOT. 2010). This type of interactivity particularly appeals to consumers; and so the downstairs area of the venue will be dedicated to relaxation, revitalising and radiance aromatherapy, aimed mostly at the consumer guests. The washrooms will be made use of, one room dedicated to each scent. Consumers will experience, if they choose, a different miniature pampering session from an expert masseuse with different types of massages suited to the fragrances with the objective of either relaxing, revitalising or being made to feel radiant. The incense stick for the different fragrances will
also be burning in the corresponding room to provide aromatherapy. The washrooms and upstairs fountain in the property give the venue a spa-like aura, and the whole two floors will be lit dimly (making use of the specialist lighting provided) and candles will also be burning. This is because tura in the future will be marketed in spas as well as a concession in department stores such as Liberty, Selfridges and Harrods, and so the atmosphere at the venue should promote this. The graphics agency DOT. will be hired to decorate the space so that it fits with tura’s essence. Another expertise tura will make use of is the agency Creo which will “project manage and manufacture POS and supply fulfilment services for in-store marketing”. Creo was chosen because their case studies were researched and they were successful for huge brands such as Superdry. A final agency tura will use is BEcause, who will take care of tura’s online campaign much as they did successfully for Yorkshire Tea and Sainsbury’s.
tura
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tura
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The guest list was decided to include both trade and consumers. After critically discussing different concepts for the launch event of tura it was decided it was not going to be a segregated event; one floor for consumers and one floor for trade, but an event where guests are free to do as the please; for example, consumers asking our experts questions about tura and the trade guests having an aromatherapy session if they please, or viewing the consumers enjoying the session. The consumers invited will be decided upon by an online competition – this will not only increase awareness of tura, but is a fun, interactive method which should ignite a lot of interest. It will be on Facebook and promoted by pages such as House of Fraser and Selfridges where tura will be a concession, and so Facebook users who have liked these pages (who are automatically our consumer) will see the competition on their news feed. It will display our advertisements and ask if the user wants to win an invitation for themself and a guest to the launch event for tura. They will have to answer some questions on Facebook (for example if they fall into the age bracket of twenty eight to thirty five, are a working woman and live in London) and then all they need to do is ‘like’ and ‘share’ tura’s Facebook page. The same competition will also be on Twitter, asking the user to follow tura’s twitter account. This will ensure that awareness of tura is spread as well as helping complete the guest list. The other half of the guest list is for the trade. Brands invited include House of Fraser, Selfridges, Liberty and Harrods. Professionals from tura’s competitors are also invited including experts from Aesop, Kiehl’s, Urban Apothecary, Le Labo and AVEDA. There will also be experts from the spas that tura will be positioned in, for example Rafael on the Left Bank Hotel and Spa and the Green Spa at Apex Hotels (both environmentally friendly spas in London). This is so tura can gain feedback from industry experts, but also to promote tura as a commendable brand, especially to the companies that tura will be positioned in for the first year of its launch before expanding to having its own stores as the Body Shop does.
tura
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tura
On the subject of brand ambassadors, it was critically evaluated whether or not a celebrity should be used. Celebrities thought of in the idea generation for the brand ambassador were strong, British females who openly shared their values on sustainability and the environment. Names tura came up with were Stella McCartney, Sienna Miller, Phoebe Philo, Marina and the Diamonds, Vivienne Westwood and Cheryl Cole. However, it was decided that tura should not be associated with a celebrity as in turn any action or statement that the celebrity makes reflects tura, which is a precarious business plan. We also didn’t want to devalue tura which sometimes happens when using mainstream celebrities to promote the products, so it was decided that the perfect brand ambassador for tura is our own consumer. This could be promoted by hiring a professional photographer for the event and using the images taken on tura’s web page. This is also fairly empowering to the consumer, which is one of the purposes of the product, and the tag line for the website will be ‘be tura’s representation’ (the use of ‘be’ linking to the tag line on our fragrance advertisements). Even though the concept of using a celebrity brand ambassador was discarded, these celebrities would still be invited to the launch event as this will also help to promote tura through different media platforms. This is because our photographer will take pictures of them at the launch for our website and it is likely the celebrities will also tweet about the event which will raise the awareness of tura to all of their many followers.
tura
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The event will be held in the summer of 2013 and will be an evening event so that the large unfolding windows can be opened and guests can socialize inside and out. The bar will be stocked with alcoholic and non-alcoholic fruity cocktails and martinis (further promoting the scent of gin) and healthy canapÊs and appetisers sourced from whole food independent organisations. This was decided as it goes hand in hand with our brand values and personality and would appeal to our consumer. The event will act as the commencement of the years launch and promotion for the brand. The objective of the event is to raise initial awareness to competitors and other industry experts as well as introducing tura to our consumers, through those who win the invitations and also to those who find out about the event through different media platforms; through the website, Facebook sharing and Twitter (from the tweets of celebrities and brands attending the launch). If the brands have any questions or slight variations they want to make before launching tura in their stores this can also be resolved and discussed at the event. If then tura is successful in the department stores and spas and begins to be a well-established brand, by the summer of 2014 strategic proposals can begin to contemplate the introduction of tura’s own stores.
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As our consumer is a part of Generation Y, the digital side of the PR and promotion is extremely important to market tura. To make the brand’s web page appealing to our consumer and also innovative we are taking inspiration from Stella McCartney, as “when it comes to earth-friendly high fashion, Stella McCartney reigns supreme. The British designer—a dedicated vegetarian who gives vegan products a good name—goes a step beyond being eco-conscious; her studio and website are powered by wind energy, and online shoppers are given the option of shipping their organic clothing, shoes, and bags carbon neutral” (Marianne Archibald, 2010). Tura will do a similar strategy on their website, having a website powered by wind energy will hugely appeal to our consumer who is extremely environmentally friendly focused. Our products ordered from the website (which are made from fully natural ingredients) will also be shipped carbon neutrally. This is the proposal for a year after tura’s first launch as it will not be within our budget initially, however once tura have the sufficient funds, this is the first major development in the digital side of the strategic proposal of promotion as this will entice those consumers who are environmentally conscious and become one of tura’s unique selling points. Although this is a huge proposal, it will be hugely beneficial in the long term as not only will it save money on power, but will hopefully be a feature of the site which draws in new customers constantly, as it is innovative and exciting. It is also a proposal we can be confident about due to it being a successful strategy for McCartney, and sustainability in London is also becoming a trend – this ensures that the concept of a wind powered website will be popular especially with our eco-conscious consumer. For example, A report released two years ago revealed that “ Londoners now produce 10 per cent less waste per household than in 2000, and the amount of waste produced per household is lower than any other region in England. Residents are recycling and composting more of their rubbish than ever - 32 per cent of all the household waste produced” (london.gov.uk, 2011). The sustainable development programme also states that “Our vision for the ‘World Class’ London of the future is a place where all Londoners and visitors feel the greatest sense of physical, emotional, intellectual and spiritual well-being”. In evaluation of this proposal, tura would fit will into this growing market through the eco-friendly digital software.
tura
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Tura will also use social media sites to promote itself. Through the launch event tura should gain followers and ‘likes’ through the strategy of raising awareness by asking consumers to like and follow tura’s pages. However after this the pages will continue to be used to promote tura with images such as our advertisements (they will not be used as magazine adverts or billboards but will be used online as we found that none of our competitors advertised in this way as their brands were too niche for mainstream marketing) and the photographs took at the event will also be on Facebook giving consumers who attended the chance to tag themselves as this is a popular trend within social networking currently. There will also be updates of special offers and new products along with information on sustainable places to eat, shop and visit.
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Leading on from this, in the first year launch of tura the brand will develop its own app for smart phones. The app will detect the nearest sustainable place to eat and shop and will also provide directions from wherever the consumer is. Tura will also have website partnerships with companies such as Kensington Whole Foods Market (http://www.wholefoodsmarket.com/stores/ kensington) and G Baldwin & Co (http://www.baldwins.co.uk/) and will promote these companies over other competitors of theirs in the area in a retained deal that they will promote tura also. Tura’s advertisements will appear on their websites and also vice versa. Through the app users will also receive updates on the deals tura is offering as well as new products and also home remedial therapies which consumers can do themselves to make them feel relaxed, revitalised and radiant. This should prove to be a successful strategy because by using other companies in partnership, tura will reach a much wider range of consumer. The use of the app will also be successful (although cost worthy) because tura’s consumer is part of generation Y and so the digital innovative app will particularly appeal to them and will also draw in more consumers through the use of enticing technology.
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tura
To conclude, after critically evaluating the strategic proposal for tura it is decided that on the whole the proposal will be successful enough to, after a year, fully launch tura as a brand with its own store in London as it will be by that time a well-established brand. This is because although initially the concepts will be expensive, they will all successfully gain consumer interest and in turn consumer loyalty. Tura will be marketed and advertised by all the right websites (which our consumer will already visit frequently) and also through short films similar to our original advertisements which can be found easily by consumers on YouTube and also on tura’s web page.
If tura becomes successful as its own store after a second year, the brand is envisioned being positioned in the geographical market of Sweden’s capital, Stockholm, one of the “greenest cities in the world. Sweden is a sustainable country with a long term commitment to cleaning up the environment and maintaining natural diversity for future generations”(John Ikerd, 2008). This is a place where we can see our consumer living even though it is recognised Stockholm has a completely different culture to London because of the type of lifestyle and values of those who live in both cities about sustainability. Furthermore, according to the text ‘Cultures of the world: Sweden’ by D. Fun and Delice Gan, 2003 “one of the first things noticed when visiting Stockholm is the wide range of eco-friendly products” and therefore it was felt that after being well established brand in the UK tura would fit well into this geographical market. As well as being a green country, Sweden is also known for its design, being the founding place for brands such as Acne and Cos. The design aesthetic is famous for being functional as well as stylish, minimalistic with clean and simple lines (Darren Stevens, 2011). This is perfect to position tura because it is designed so that it is sophisticated and elegant as well as being a functional product, offering its aromatherapy properties to the consumer. The concept, packaging and bottle are designed following the same principles of minimalism and so would be extremely marketable in Stockholm.
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Swedish design firm Stockholm Design Lab focuses on corporate identity.
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Swedish studio Claesson Koivisto Rune and the w126 lamp
REFERENCES Archibald, M, 2010. Phoenix Woman: January/February 2010 edition [online]. Available at http://issuu.com/lpimm/docs/ phoenixwoman_2010_01 [Accessed 2 June 2013] Fun, D & Gan, D (2003) Cultures of the World: Sweden – second edition. London. Marshall Cavendish books Ikerd, J, 2008. Sustainable Capitalism: Our Best Hope for the Future [online]. Available at http://web.missouri.edu/ikerdj/papers/WI%20 Baraboo%20--%20Sustainable%20Capitalism.htm [Accessed 2 June 2013] Stevens, D, 2011. Simplistic and Minimalistic Scandinavian Web Design [online]. Availabe at http://speckyboy.com/2011/04/24/simpleand-minimalistic-scandinavian-web-design/ [Accessed 2 June 2013] Uknown, 2011. Green database shows ‘cyber-snapshot’ into London’s environment [online]. Available at http://www.london.gov.uk/media/ mayor-press-releases/2011/07/green-database-shows-cyber-snapshotinto-london-s-environment [Accessed 2 June 2013] Uknown, London Sustainable Development Commission: Mayor of London [online]. Available at http://www.londonsdc.org/documents/ lsdc_framework.pdf [Accessed 2 June 2013]
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BIBLIOGRAPHY Archibald, M, 2010. Phoenix Woman: January/February 2010 edition [online]. Available at http://issuu.com/lpimm/docs/ phoenixwoman_2010_01 [Accessed 2 June 2013] Fun, D & Gan, D (2003) Cultures of the World: Sweden – second edition. London. Marshall Cavendish books Ikerd, J, 2008. Sustainable Capitalism: Our Best Hope for the Future [online]. Available at http://web.missouri.edu/ikerdj/papers/WI%20 Baraboo%20--%20Sustainable%20Capitalism.htm [Accessed 2 June 2013] Stevens, D, 2011. Simplistic and Minimalistic Scandinavian Web Design [online]. Availabe at http://speckyboy.com/2011/04/24/simpleand-minimalistic-scandinavian-web-design/ [Accessed 2 June 2013] Uknown, 2011. Green database shows ‘cyber-snapshot’ into London’s environment [online]. Available at http://www.london.gov.uk/media/ mayor-press-releases/2011/07/green-database-shows-cyber-snapshotinto-london-s-environment [Accessed 2 June 2013] Uknown, London Sustainable Development Commission: Mayor of London [online]. Available at http://www.londonsdc.org/documents/ lsdc_framework.pdf [Accessed 2 June 2013] http://www.spaceshift.co.uk/ http://www.creo-uk.com/ http://www.creo-uk.com/dkny-%E2%80%A8fragrance-launch/ http://www.dorotheeolivereau.com/experiential-events-old/the-body-
shop-dreams-unlimited-fragrance-launch/ http://www.fragrantica.com/news/Bentley-Fragrance-Launch-TheSmell-of-Success-4103.html http://natalieast.com/see-by-chloe-fragrance-launch-event-in-toronto/ http://www.becausexm.com/ http://www.laterooms.com/en/hotel-reservations/197700_rafayel-onthe-left-bank-hotel-spa-london.aspx http://www.apexhotels.co.uk/en/about/environment/green-spa/ http://www.wholefoodsmarket.com/stores/kensington http://greenbuzzz.net/environment/10-worlds-greenest-countries/
APPENDIX
APPENDIX
LIST OF ILLUSTRATIONS Fig. 1 Single page advertisement GIN (digital photograph) Adrian Ashmore, May 2013
Fig. 11 Interior 4 Spaceshift (digital photograph) Unknown, online (2010) Available at: http://www.spaceshift.co.uk/ [Accessed 1 June 2013]
Fig. 2 Scents (digital photograph) Unknown, online (2011) Available at: http://www.nowness.com/day/2011/11/11/1720/chandler-burr-s-perfumebanquet?icid=previously_2986 [Accessed 3 June 2013]
Fig. 12 Interior 5 Spaceshift (digital photograph) Unknown, online (2010) Available at: http://www.spaceshift.co.uk/ [Accessed 1 June 2013]
Fig. 3 Natural beauty: Arizona Muse (still of a video) James Houston, online (2013) Available at: http://www.nowness.com/day/2013/4/29/2986/arizonamuse-natural-beauty?icid=nownessloves_large1_beauty [Accessed 3 June 2013] Fig. 4 Single page advertisement GIN (digital photograph) Adrian Ashmore, May 2013 Fig. 5 Double page advertisement BLOOM (digital photograph) Adrian Ashmore, May 2013 Fig. 6 Single page advertisement RAIN (digital photograph) Adrian Ashmore, May 2013 Fig. 7 Mesh Bomber (digital photograph) Shini May, online (2013) Available at: http://www.girlalamode.co.uk/ [Accessed 3 June 2013] Fig. 8 Interior 1 Spaceshift (digital photograph) Unknown, online (2010) Available at: http://www.spaceshift.co.uk/ [Accessed 1 June 2013]
Fig. 13 Dreams Unlimited 1 (digital photograph) BEcause, online (2010) Available at: http://www.dorotheeolivereau.com/experiential-events-old/thebody-shop-dreams-unlimited-fragrance-launch/ [Accessed 1 June 2013] Fig. 14 Dreams Unlimited 2 (digital photograph) BEcause, online (2010) Available at: http://www.dorotheeolivereau.com/experiential-events-old/thebody-shop-dreams-unlimited-fragrance-launch/ [Accessed 1 June 2013] Fig. 15 Dreams Unlimited 3 (digital photograph) BEcause, online (2010) Available at: http://www.dorotheeolivereau.com/experiential-events-old/thebody-shop-dreams-unlimited-fragrance-launch/ [Accessed 1 June 2013] Fig. 16 Kiehl’s Logo (typography) Kiehl’s, online (2013) Available at: http:// greatbodyskin.com/kiehls-the-solution-for-dry-red-skin/ [Accessed 3 June 2013] Fig. 17 House of Fraser’s Logo (typography) House of Fraser, online (2013) Available at: http://www.theretaildatabase.com/about%20store. php?Name=House+of+Fraser [Accessed 3 June 2013]
Fig. 9 Interior 2 Spaceshift (digital photograph) Unknown, online (2010) Available at: http://www.spaceshift.co.uk/ [Accessed 1 June 2013]
Fig. 18 Industry Experts (digital photograph) Uknown, online (2011) Available at: http://www.nowness.com/day/2011/11/11/1720/chandler-burr-sperfume-banquet?icid=previously_2986 [Accessed 3 June 2013]
Fig. 10 Interior 3 Spaceshift (digital photograph) Unknown, online (2010) Available at: http://www.spaceshift.co.uk/ [Accessed 1 June 2013]
Fig. 19 tura’s consumer, May 2013 [own photograph] Fig. 20 Appetisers 1 (digital photograph) Unknown, online (2011) Available
LIST OF ILLUSTRATIONS at: http://www.nowness.com/day/2011/11/11/1720/chandler-burr-s-perfumebanquet?icid=previously_2986 [Accessed 3 June 2013] Fig. 21 Appetisers 2 (digital photograph) Unknown, online (2011) Available at: http://www.nowness.com/day/2011/11/11/1720/chandler-burr-s-perfumebanquet?icid=previously_2986 [Accessed 3 June 2013] Fig. 22 Commodity bottles (digital photograph) Commodity, online (2012) Available at: http://pinterest.com/pin/161425967865383742/ [Accessed 3 June 2013] Fig. 23 Wind Enery (digital photograph) Unknown, online (2011) Available at: http://globalnvcorp.com/divisions/energy/wind [Accessed 3 June 2013] Fig. 24 Green London (digital photograph) Unknown, online (2009) Available at: http://blog.insureandaway.co.uk/londons-best-parks/ [Accessed 3 June 2013] Fig. 25 Kensington Whole Foods Market Website 1 (print screen) online (2013) Available at: http://www.wholefoodsmarket.com/stores/kensington [Accessed 3 June 2013] Fig. 26 Kensington Whole Foods Market Website 2 (print screen) online (2013) Available at: http://www.wholefoodsmarket.com/stores/kensington [Accessed 3 June 2013] Fig. 27 G. Baldwin & Co. Website 1 (print screen) online (2013) Available at: http://www.baldwins.co.uk/ [Accessed 3 June 2013] Fig. 28 G. Baldwin & Co. Website 2 (print screen) online (2013) Available at: http://www.baldwins.co.uk/ [Accessed 3 June 2013] Fig. 29 Stockholm (digital photograph) Unknown, online (2013) Available
at: https://www.123rf.com/photo_14515088_london-uk--13-june-2012stockholm-sweden-marked-with-red-pushpin-on-europe-map.html [Accessed 3 June 2013] Fig. 30 Swedish studio Claesson Koivisto Rune and the w126 lamp (digital photograph) Unknown, online (2013) Available at: http://minimalissimo. com/2013/05/w126/ [Accessed 3 June 2013] Fig. 31 Swedish design firm Stockholm Design Lab focuses on corporate identity (digital photograph) Unknown, online (2013) Available at: http:// www.smashingmagazine.com/2011/06/13/the-story-of-scandinavian-designcombining-function-and-aesthetics/ [Accessed 3 June 2013]