Euro Jersey, Sensitive - Marketing & Communication Plan by Milly Hobbs

m a r ke t i n g & c o m m u n i c a t i o n s p l a n camilla hobbs

CONTENTS introduction 4 methodology 4 objectives 4 primary and secondary research 4 brand history 5 CURRENT SITUATIONAL ANALYSIS brand DNA 6 target consumer

pen portrait 8 client positioning map 9 market analysis 10 competitor analysis 11 macro trends 12 PESTLE 13 2

CONTENTS 14 swot analysis 15 ansoff matrix 16-17 MARKETING& COMMUINCATIONS PLAN 18 current marketing strategy

19 marketing objectives 20-25 strategy 26-27 action 28 budget 29 timeline 30-31 conclusion 32-34 appendix 35 references 36-37 bibliography

Introduction This report will critically analyse Eurojerseyâ&#x20AC;&#x2122;s main brand Sensitive, their current marketing strategy, and suggest a recommendation for a one year marketing and communications plan in order to increase brand awareness with retail consumers. This report will be a journey of where the brand is now, where they want to be, and how exactly they are going to get there.

Methodology By doing thorough market research, using the appropriate marketing models and conducting both primary and secondary research, I have been able to create a marketing communication strategy that will help increase the brand awareness of Sensitive.

Objective To create an exciting marketing and communication strategy plan that will lead to an increase in brand awareness and result in consumers entering stores and asking for clothing that contains sensitive fabrics.

Primary and Secondary Research The objective of my primary research was to gain a further insight of how aware consumers are of Sensitive as a brand and the smart fabrics market, and to also develop a deeper understanding of what characteristics shoppers look for when purchasing clothing. By creating an online survey allowed consumers to express their opinions and give feedback through a series of open and closed questions. We had 57 responses. The use of secondary research was slightly more challenging as there isnâ&#x20AC;&#x2122;t a great deal of information about Eurojersey or Sensitive. However the use of online resources, books and reports enabled me to get a good understanding of the market they operate in, and research important details that would need to be included in the marketing and communication plan. 4

BRAND HISTORY An Italian Story Eurojersey is well known at an international level for their outstanding characteristics of its Sensitive fabrics, one of the brand leaders in the warp knit fabric sector, born in 1989. Based in Milan, their factory has become one of the most advanced textile production facilities in Europe and today the Italian brand is recognised worldwide as being highly associated with the quality and excellence of being “Made in Italy”. The unique weave and combination of polyamide microfiber with LYCRA, forms a fabric that offers hi-tech performance factors which is why Sensitive is so popular in supplying fabric for large well-known brands in the swimwear, underwear, sportswear and outdoor wear markets. Such as Adidas, Speedo and Victoria Secret.

‘The perfect mix between elegance and functionality, Sensitive Fabrics are the only warp-knit fabrics with which it is possible to create an entire wardrobe. The wide range will satisfy every design and aesthetic need’ 5

BRAND DNA B R A N D

V I S I O N

To create a large consumer awareness that one day consumers will enter a shop asking for the Sensitive brand. (Michela Del Donna, Eurojersey Marketing Director, 2014)

BRAND

MISSION

To create the best performing fabrics/garments with the lowest impact on the environment. (Michela Del Donna, Eurojersey Marketing Director, 2014)

BRAND

POSISTIONING

STATEMENT

One of the leading warp-knits brands in the smart fabric market, that offers the highest quality fabric containing hi-tech performance characteristics that can be worn in different aspects of everyday life.

B R A N D

E S S E N C E

Made in Italy/ High Quality/ Reliable/ Performance/ Slick

TARGET CONSUMER Sensitiveâ&#x20AC;&#x2122;s target consumer are people looking for clothing with high quality fabrics and specific performance enhancing factors in their clothing. Such as: Comfort, wear ability, wrinkle free, sun block protection etc.

CLIENT POSITIONING MAP (Eurojersey Marketing Presentation, 2014)

MARKET ANALYSIS Rebecca Gaddis, from Forbes describes smart textiles as ‘fabrics that have been developed with new technologies that provide added value to the wearer.’ Due to the rapid expansion of technology over the years has allowed manufactures to experiment and create new hi- tech features to incorporate with ordinary fabrics. Smart textiles are broken into two categories: Aesthetic and Performance Enhancing. Aesthetic examples are fabrics that light up and can change colour, whereas performance enhancing fabrics are for the athletic and extreme sport markets. These fabrics have hi-tech characteristics that can reduce wind resistance, body moisture systems and sunblock protection. This is the market in which Sensitive operates. “What makes smart fabrics revolutionary is that they have the ability to do many things that traditional fabrics cannot, including communicate, transform, conduct energy and even grow.” (Forbes, 2014) App.1 shows that the smart, intelligent fabrics has a high estimated growth over the next few years and will be worth around $2 billion by 2018 (Statista 2014). From looking and analysing the current market Sensitive operates in, shows that they could have great success due to it becoming more popular. However this popularity will also see the threat of new competitors, so therefore Sensitive need to make sure they stand out and differentiate themselves.

COMPETITOR ANALYSIS Brand

About

Becagli



Specialise in the design, manufacturing and distribution of innovative textiles in the sport and fashion sectors.

Olympian Fabrics



Fabric supplier in Nottingham, UK,

Carvico & Jersey Lomeline



Market leaders in respective sectors of the textile markets  Offer high quality warp knit and innovative fabrics worldwide.

Target Market  

Sport Fashion

No information

 Swimwear  Outdoor  Outwear

Fabric Characteristics

Strengths

Weaknesses

Warmth, insulation, breathability as well as wind resistance.  The material is also non-allergic to the skin.

 

Undertake lots of R&D High quality Italian fabric  Recently started manufacturing fashion jackets that are now distributed worldwide.



Low brand awareness

 

No information online No website



Not very many likes on Facebook or Twitter followers



No information

  

Chlorine resistant (VITA fabric) Compression power Sustainable

No information

   

Very informative, clear website Clear brand vision and promise Uses lots of social media Wide variety of colours and patterns

Here are Sensitive’s main competitors. They compete with these brands, in terms of quality, performance factors and market. Having quite a few competitors competing in the same markets it’s crucial that Sensitive have a USP in order to differentiate themselves. Currently Sensitive don’t have a specific USP to give them that competitive advantage , however through creating a unique and exciting marketing and communications plan will give them the edge to stand out. Although Sensitive already use Facebook, widening their social media would be a great way to stand out from competitors, as Becagli don’t use it and Carvico, even though they use it only aren’t very successful at doing so and only have a very small following with only 144 likes on Facebook . A lot of competitors are now coming out with similar fabrics containing similar characteristics, especially in China and as seen in the given examples. However as Eurojersey keep ahead of the game through lots of research and development and developing trends two years in advance of the market, they are always that one step ahead of their competitors. 11

MACRO TRENDS

Sensitive is an international brand and will therefore be affected by global trends. Sensitive need to be able to adapt and change to these trends in order to develop and grow as a brand. If they fail to adapt to these every changing trends it could create real problems for the brand and possibly lead to failure of the business.

A more connected world

New inventions such as the smartphone and tablets have changed the way in which people shop and experience a brand. Through the use of this technology and social media, consumers are much more connected with brands and are constantly kept up to date with company news, helping maintain strong relationships with customers. Currently, Sensitive donâ&#x20AC;&#x2122;t have a strong online presence or social media platform, so in order for them to increase brand awareness, focusing on connecting with the end retail consumer through the use of social media is something Sensitive should really concentrate on.

Emerging Middle Classes As a result of economic growth there have been huge sections of the population moving out of poverty and into the middle class. This means that more of the population will have more disposable income and will be more willing to go out and spend that extra bit of money on luxury items, such as clothing. Resulting in an increase in demand for Sensitive from clients for fabric in order to cope with the increase in demand from consumers as they are purchasing more.

ISSUE

AFFECT ON SENSITIVE

Political

 Taxation Policies  Change in government

 Changes in law could affect how Sensitive run the business in order to meet new law standards, and could affect the brand financially.

Economical

 Recession  Disposable income  Employment  Cost of Raw Materials  State of global economy

 A decrease in disposable income and a high unemployment rate could lead to a decrease in Sensitive fabric sales as clients will not be ordering from due to a fall in sales.  New marketing strategies will be needed to increase sales in poor economic conditions.  Sensitive worldwide supply of fabrics means revenue can be generated during poor economic conditions.

Social

 Lifestyle changes  Health  Social media  Consumer attitudes and opinions

 The increasing popularity of social media allows brands to reach and communicate directly with their consumers in a much more effective way.  It’s vital brands keep up to date with trends and understand exactly what their consumers want. People today are much more interested in keeping fit and healthy. Therefore highly increasing the popularity of sportswear clothing.

Technological

 Online shopping  New inventions  Product manufacturing

 Inventions such as the iPhone and iPad have changed the way consumers shop and receive company news.  The use of online shopping allows brands to access the worldwide market without the cost of building stores.  Having the latest manufacturing technology allows brands to stay innovative and surpass their competitors.

Legal

 Legislation on products and packaging  Health and safety laws  Employment laws

 A change in legislation could affect brands financially in order to meet new standards.  Brands need to make sure all equipment and working areas meet health and safety standards, not only important for employee well-being but reputation of the company.

Environmental

 Ethical manufacturing  Pollution  Climate Change  Environmental awareness

 Try and use the most environmentally friendly method within the manufacturing process. Sensitive do this very well, they make a huge effort to reduce consumption of power and water during the production process, and use solar power to heat and light the offices.

 Ethical manufacturing is important to create a positive brand image and good reputation. As Sensitive do a lot to help the environment, when further promoting the brand this is something that would be very appealing to consumers when purchasing Sensitive fabrics, to know that they are a very ethical brand. 13

SWOT ANALYSIS Strengths 

  



Very conscious of the environmentmake effort to reduce consumption of power and water in manufacturing process (Eurojersey Eco) Strong Italian heritage High quality fabrics with hi tech performance qualities Does lots of Research and Development and develop trends two years in advance to market Use state of the art machinery for production process

Opportunities 

   

Weaknesses No strong brand awareness with retail consumers  No strong social media platform  Not many sales with Italian brands due to the recession.  Sportswear market is only at 10% 

Threats

Lingerie and Swimwear have highest  Lots of competitors are coming out grossing market at 70% with similar fabrics Swimwear marking in South America is  China have tried copying Sensitive becoming very popular fabrics over the past 10 years Lingerie market in India is on the rise  Future global economic downturns Increase and strengthen social media that will affect sales platform – Facebook, Twitter, Instagram More promotion for the markets that aren’t as big – Sportswear is only 10% of their sales

The SWOT analysis clearly highlights Sensitive’s strengths, but also the areas in which they can improve. The key findings from my research support the information in the SWOT analysis. For example, one of Sensitive’s main weakness is that consumers are not aware of the brand and this is backed up from my primary research findings as seen in App.7, out of 50 responses, 76% of people had never heard of the Sensitive brand . Sensitive would really benefit from promoting their brand through the numerous available social media platforms. As seen in App.2 93% of marketers use social media in the business and 70% of marketers have used Facebook to successfully gain new followers. This shows just how effective it can be. Today, with the rise of smart phones makes it convenient for consumers and even easier for brands to directly target consumers on the go. A social media report from 2014 states that 89% 18-29 year olds are active on social media, and even with 60% 50-60 years olds (Jeff Bullas, 2014) This shows that social media is great for targeting a large consumer base which would be perfect for sensitive as they have lots of consumers in different markets.

ANSOFF MATRIX

NEW MARKETS

EXISITING MARKETS

EXISTING PRODUCTS MARKET PENETRATION 

Underwear



Sportswear



Swimwear

Ready to wear MARKET DEVELOPMENT

NEW PRODUCTS PRODUCT DEVELOPMET 

Limited edition sportswear range



  

South America would be a popular place for swimwear especially Brazil India for lingerie Asia

DIVERSIFICATION  

Footwear Sleepwear

Like the SWOT analysis, The Ansoff Matrix model is a marketing planning tool that helps suggest growth strategies for a business.

â&#x20AC;&#x2DC; Marketing communication is the art of

seducing a consumer on his way to your competitorâ&#x20AC;&#x2122;

Marketing & Communications Plan 17

CURRENT MARKETING STRATEGY Sensitive currently focus on marketing themselves to businesses (B2B), something they are very successful at doing. They do this by attending trade shows, PR and press events, having collaborations with certain brands and print advertising to trade. They use little social media, with only a Facebook page and YouTube channel. Although only a small following of approx. 2,585 likes a Facebook page allows consumers to explore and understand the brand, and keep up to date and connected. However, their page currently lacks exciting visual content to ensure that engagement with consumers, with posts only every four or five days. Therefore, changing the look and feel of their Facebook page is something that definitely needs to be considered if Sensitive wants to successfully increase brand awareness to end consumers. As for their YouTube channel, there are only 6 videos in total which focus on explaining the production cycle to consumers. It is all well and good having these social media platforms but they have to be used effectively. Posting interesting content that attracts consumers will hopefully make them want to ‘like’ and share posts with friends, further increasing Sensitive’s brand awareness. Each year, 1 million euros is allocated to marketing. 40% of this is spent towards trade shows, leaving 60% to be split between the B2B marketing strategies mentioned above. (Michela Del Donna, Eurojersey Marketing Director, 2014) However, although Sensitive are great at marketing business to business it’s now time they start thinking about marketing towards the end consumer (B2C), to really engage and connect them with the brand. By analysing and researching other ingredient brands such as Goretex and Lycra (the most well known smart fabric brands as seen in App. 6) , and their success of B2C marketing strategies, gives Sensitive a positive chance of doing the same. They are both very successful at creating visual campaigns that connect and engage with the consumers. 18

OBJECTIVES Wha t do Sensi ti ve wa nt t o ac hie ve? To create an exciting marketing communication strategy plan, leading to an increase in brand awareness that will result in consumers entering stores and asking for clothing that contains Sensitive Fabrics. It’s important that objectives are kept ‘SMART’. Objectives are set to be met, so it’s important that they are realistic so employees can work together to reach them, and feel a great sense of achievement when they’re met.



To co-ordinate the development of a new advertisement campaign with an agency with the goal of increasing brand recognition to 60% To make Sensitive the preferred ingredient brand for clothing in the UK by 2017. To have 20,000 likes on Facebook and 10,000 Twitter followers by December 2015.

NEW STRATEGY

To create an exciting advertisement campaign, promoting Sensitive Fabrics within the sportswear market.

The campaign will be called ‘Bring Out The Animal In You’. The idea is to create a series of engaging, visual adverts that not only reflect the hi-tech performance characteristics Sensitive Fabrics offer but also create an emotional experience for the consumer. The idea behind this was to choose an animal that best reflected the sportswear market and the fabrics hi-tech features used. Using jungle cats as the face of the campaign (Examples given on next page) best suited the main message Sensitive want to get across to their target consumer. They are beautiful, athletic and confident animals that represent strength, power and agility. Something Sensitive wants their consumers to feel when playing sports in clothing made out of Sensitive fabric. The use of the slogans ‘Make your mark with Sensitive Fabrics’ and ‘Stay ahead of the pack with Sensitive Fabrics’ further enhances that Sensitive want customers to bring the best out in their customers, as in a lot of cases sport is about wanting to be and achieve the best. It also highlights the fact that Sensitive are always ahead of competitors as they develop trends up to two years in advance, meaning that buying from the Sensitive brand will allow consumers to be one step in front of everyone else.

Wanted to create something that strongly portrays both the functional and emotional values of the brand. Why sportswear market? Sportswear in recent years has boomed, especially among younger adults (Mintel, July 2013). The £5.8bn UK sportswear market is forecast to grow by 3.2% in 2014, outperforming the total UK clothing & footwear market by 0.4 percentage points, boosted by retailers developing far more fashionable, affordable sportswear ranges, forcing specialists to fight back (Verdict retail, Feb 2014). In the past it’s been more likely for consumers to purchase fashion sportswear over sportswear bought for its functional purposes, but due to recent technological advancements within the industry, leading companies now compete in terms of the latest performance- enhancing products. (Keynote,2013). By looking at these statistics its clear it would be a perfect opportunity for Sensitive to target the sportswear market due to its current success, as currently only 10% of their sales are sportswear related, so by choosing to push promotion in this market will hopefully increase Sensitive fabric sales to sportswear companies. Also by looking at App.12, sportswear was the preferred clothing that people would buy that contained Sensitive Fabric. Instagram and blogs have also become a huge in the sporting world. Whether it be celebrities, personal trainers or bloggers, promoting healthy lifestyles with top tips, foods and sportswear, these pages have seen a huge increase in followings in the past couple of years, and continues to be one of the top topics on Instagram. Who is advertising campaign aim at and why? The campaign will be aimed at young adults, with active healthy lifestyles who have a strong passion for sports. They want to buy the best quality clothing that includes hi-tech performance characteristics that help them achieve the best results. 20

ACTION The ‘Bring out the animal in you’ campaign will be promoted through these forms of communication: Magazines: Full page/Double paged spreads in sports and lifestyle magazines. Allows Sensitive to directly reach their target consumer, especially as now you can subscribe and download them onto tablets, phones etc

Billboards: Outdoor advertising on billboards, bus stops, taxi and train companies in cities is a highly effective form of advertising and at a reasonable cost. The average cost of outdoor advertising is around £200 per week for a standard 48 sheet billboard, and on the side of a bus stop on a busy high street it would cost about £300 for two weeks exposure. The first billboard should be in central London, as it is such a large busy city it would be a great way to get huge awareness where thousands of people will be walking. If the billboard is a success in attracting consumers and raising awareness, Sensitive could put one in the main cities across Europe. YouTube Video Ads: Today, YouTube is one of the worlds most popular sites, and having the most shared content on Facebook (App.3). There are many ways of advertising on YouTube, but the cheapest most sustainable strategy is TrueView instream (Those ‘skip this ad’ ads that pop up before you watch your selected video). It’s highly popular due to it being so cost effective. Sensitive would only have to pay if the user watches for 30 seconds, if they skip it they don’t need to pay. Sensitive will be able to target the advert to specific people who are interest in sports and fashion. Each view is roughly 7p. Users can also click on the video and be taken straight to the website, and these clicks are entirely free. Video Idea for Youtube— Man vs Lion. A short but engaging and exciting 30 second video displaying a man/woman running through a park, and a lion running through the jungle. The runner will be wearing sensitive sportswear clothing, and detailed up close shots will be used to promote the fabric. There will be a constant change in shots between the lion and man to really translate the message of ‘Bring out the animal in you’ to the consumer. The video will end of with that slogan, with links directly underneath that will take them to their website and social media pages. Making it very convenient and easier for the viewer, and hopefully result in an increase in likes and followers. Social Media : Facebook/Twitter/Instagram   

 

Create Twitter and Instagram Post campaign visuals and video with the hope people will like and share Get people involved by creating online competitions for ‘Bring out the animal in you’ - E.g. Get them to post a picture of them working out or playing sport in clothing that contains sensitive clothing with the hashtag ‘#BringingOutTheAnimalInMe’ , after having liked the Facebook page and sharing the campaign to their profile, the best one wins a £200 voucher to spend on sportswear brands Sensitive supply fabric to e.g. Adidas and Sweaty Betty. Daily interesting updates that will keep consumers engaged e.g. posting visual pictures, quotes, up and up coming trends. Target popular sport, fitness and fashion bloggers with large social media following, to post and write about Sensitive, with the hope that they will then go on to like and follow Sensitive’s pages. 26

Sensitive will have a one year contract with Spottydog Communications, a PR Marketing and Communications company that will work closely with Sensitive to deliver the ideas suggested above and continue to work on the following:         

Content Management Media Relations Copywriting Publications Digital PR Social Media Management Event Management SEO PR

Spottydog are an award winning agency that help brands and businesses communicate and connect with their audience using PR, digital and social media. They have had great success with both small and large, UK based and international brands. ‘We create content that gets people reading, talking, liking, sharing and clicking to our clients, through PR, social media management, digital and website activity.’ (Spottydog) Why a PR agency? Sensitive should employ a PR and Marketing agency to focus on B2C promotion rather than doing it themselves for the following reasons. Mainly because a PR/Marketing agency already has a well-established network of media contacts, and therefore will be able to secure coverage, whereas if Sensitive where to do it themselves, they would have as much expertise and may be harder to go out and get press coverage themselves. Their expertise in these marketing and communications areas will really help push promotion and increase brand awareness with retail consumers. Especially through social media, something the agency do exceptionally well, and is what Sensitive really need help with. If the campaign is successful brand may want to be more willing to promote the fact they use Sensitive fabrics, as currently a lot of them don’t. Speedo for example said the reason they don’t is due to the fact that no one knows about them, whereas they promote the fact they use Lycra as an ingredient brand as it is very well know with consumers. Therefore if Sensitive can establish themselves as a well-known ingredient brand with consumers, brands may be more willing to say the use them. Brands might also start putting Sensitive hang tags on clothing which will result in further brand awareness. 27

BUDGET As previously mentioned Sensitive allocated 20% of their 1 million euro marketing budget for this campaign. Communication Method Visuals for campaign Graphic Designer Video Production (1 days shooting/10 hours) Shoot (2 person crew) Actor (1 person) Editing (2 days) Outdoor Advertising (1 year) Billboards (£800 per month) Bus Stops (£1,200 per month)

Cost

Total = £2,000 £40 per hour = £400 £1,000 for 10 hour day £200 for day £300 per day = £600 Total = £2,200 £9,600 £14,400 Total= 24,000

YouTube Advert (1 year) Per view = 7p. Average of 200 views a day. PR/Marketing Company (1 year contract) Per month = £4,000

£140 a day = £4,340 a month Total= 52,080 Total = £48,000 Overall Cost Total = £128,280

As you can see total costs are below the budget of £200,000. This allows Sensitive to use this extra money on other marketing ideas and opportunities that may come up throughout the year, for example planning an event. Or the left over money could be used elsewhere within the business, perhaps for Research and Development. 28

Strategy

Design

Shoot

TIMELINE

Launch

Development

PR/MARKETING COMPANY 

Client brief

 Idea generation

(Bring out the animal in you)  Media/Campaign

Strategy

 Edit/Retouch video

 Shoot 30 second video ad

 Any changes to image visuals needed

 Select filming company /

 Campaign visuals go out  Get coverage in press  Continuous social media updates

 Brief Graphic Designer  Allocate and book billboard and bus stop advertisement space in London

 YouTube Ad goes live

 Write to fitness bloggers

SENSITIVE FABRICS  Outline budget and timings

 Approve selection of film

 Campaign strategy

 Approve graphic designer

 Full copy approval

company and actor

 Approval of editing and changes

and work



Billboard and bus stop visuals go up

Having a timeline is useful for giving clear instructions for when tasks for both Sensitive and the PR/ Marketing company need to be completed. It’s vital that they both work together to ensure deadlines are met. .In order to measure success of the campaign its vital that throughout the year, evaluation takes place to see if marketing objectives are being met.

 Supply logos

 Approve film shots

 Final approval of ALL creative

 Select image and video visuals

 Approval of billboard land bus stop locations

DEC’14

JAN’15

FEB

MARCH

JAN’16

CONCLUSION In conclusion, this report has completed a critical analysis of warp-knit fabric brand Sensitive Fabrics and recommended a creative, visual advertising campaign that will engage retail consumers and result in the increase of brand awareness. Eurojersey is well known at an international level for its high performing characteristics and Sensitive have a great reputation with the brands it works with (B2B), however it has the potential to become a well known ingredient brand on the high street if they can successfully implement the correct changes summarised below:  



Build a larger social media following, by posting engaging, exciting content and especially by using popular fitness and fashion bloggers to promote Sensitive in return for sending them sportswear clothing. Drive the brand image using engaging visuals with a strong message in order to strengthen and build relationships between Sensitive and its target market. Make the ‘Bring out the animal in you’ campaign on going by choosing a different animal that reflects each market Sensitive target (underwear, swimwear, ready to wear) and their performance factors. For example. Different types of tropical fish to target swimwear. Maintain sustainability and being an environmentally friendly brand as that will vital when wanting to have a good reputation with retail consumers. If these recommendations are implemented, Sensitive can take the next step and successfully reach their objective of wanting to increase brand awareness and become a well known brand among retail consumers.

APPENDIX App.1

Primary Research Results

App.2 App.3

App.5

App.4

App.6

App.8

App.10

App.7

App.9

App.11

APPENDIX CONTINUED

App.12

App.13

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http://

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http://

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

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

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

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

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