Integrated Market Communication
CHAMELEON CLOTHING Your Waterproof Onesie
Natalie Cahill and Miranda Cheong
Content Pages • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
Executive summary -------------------------------------------------------------------------------1 Gap in the market ---------------------------------------------------------------------------------2 Problem Identified --------------------------------------------------------------------------------2 Objectives ------------------------------------------------------------------------------------------3 Initial Ideas ----------------------------------------------------------------------------------------4 Final Idea-------------------------------------------------------------------------------------------5 Competitive Advantage ---------------------------------------------------------------------------5 About Chameleon Clothing ----------------------------------------------------------------------6 About Chameleon Clothing ----------------------------------------------------------------------7 About Chameleon Clothing ----------------------------------------------------------------------8 QR codes -------------------------------------------------------------------------------------------9 STEPN analysis -----------------------------------------------------------------------------------10 SWOT analysis ------------------------------------------------------------------------------------11 Porter’s five force ---------------------------------------------------------------------------------12 Customer profile ----------------------------------------------------------------------------------13 Material Selection --------------------------------------------------------------------------------14 Marketing Mix-------------------------------------------------------------------------------------15 Product --------------------------------------------------------------------------------------------16 Customisation -------------------------------------------------------------------------------------17 Customisation-------------------------------------------------------------------------------------18 Price -----------------------------------------------------------------------------------------------19 Place -----------------------------------------------------------------------------------------------19 Promotion Breakdown ---------------------------------------------------------------------------20 Business to Consumer Strategy------------------------------------------------------------------21 Business to Consumer----------------------------------------------------------------------------22 Marketing Positioning----------------------------------------------------------------------------23 Target Customer ----------------------------------------------------------------------------------24 Internet Advertising ------------------------------------------------------------------------------25 YouTube Advertising -----------------------------------------------------------------------------26 Facebooks Advertising----------------------------------------------------------------------------27 Instagram Advertising Hash Tag #--------------------------------------------------------------28 Pinterest Advertising------------------------------------------------------------------------------29 Stealth Advertising --------------------------------------------------------------------------------30 Press Advertising----------------------------------------------------------------------------------31 Print Media- Magazine ---------------------------------------------------------------------------32 Print Media-Leaflet -------------------------------------------------------------------------------33 Printer Media – Posters & Banners -------------------------------------------------------------34
Content Pages • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
Sales Promotion -----------------------------------------------------------------------------------35 Giveaway and Competition-----------------------------------------------------------------------36 Vouchers promotions------------------------------------------------------------------------------37 Direct mail and Parcel-----------------------------------------------------------------------------38 Unique Friend Code--------------------------------------------------------------------------------39 The Taxonomy of marketing communication---------------------------------------------------40 Integrated calendar of communication-----------------------------------------------------------41 Time plan--------------------------------------------------------------------------------------------42 Business to Business Strategy ---------------------------------------------------------------------43 Business to Business -------------------------------------------------------------------------------44 Business to Business -------------------------------------------------------------------------------45 Internet Advertising--------------------------------------------------------------------------------46 Internet Advertising--------------------------------------------------------------------------------47 Direct Advertising----------------------------------------------------------------------------------48 Direct Advertising----------------------------------------------------------------------------------49 Idea development ----------------------------------------------------------------------------------50 Idea development ----------------------------------------------------------------------------------51 Sport Team------------------------------------------------------------------------------------------52 Sport Team------------------------------------------------------------------------------------------53 Trade Show------------------------------------------------------------------------------------------54 Trade Show------------------------------------------------------------------------------------------55 Trade Show------------------------------------------------------------------------------------------56 Wedding Industry-----------------------------------------------------------------------------------57 Wedding Industry-----------------------------------------------------------------------------------58 Wedding Industry-----------------------------------------------------------------------------------59 The Taxonomy of marketing communication----------------------------------------------------60 Integrated calendar of communication-----------------------------------------------------------61 Time plan--------------------------------------------------------------------------------------------62 Reference--------------------------------------------------------------------------------------------63 Reference--------------------------------------------------------------------------------------------64
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Executive Summary The purpose of this marketing report is to highlight the serious potential for success the waterproof onesie has. A gap in the leisure industry market is identified, where current solutions for keeping dry whilst on the go do not meet consumer’s needs, as they are often of poor quality or impractical to use. Therefore the report focuses on the solution to this: the waterproof onesie. Initially, the report explores the current market to show the need that the product addresses. Through this identification of a gap in the market, the objectives of the project are defined and consequently used to create a host of ideas. Although the report explores how the final outcome- the Onesie, came to be produced in terms of idea development and workings the main focus of the report is the final outcome: the Waterproof Onesie. This product is so special and different from its competition because of its unique use of smart materials and personalization in design, which makes it exciting, yet at the same time highly practical. A range of products have been developed to sit alongside the Waterproof Onesie to allow the customer further choice in terms of style preferences.
The brand used to take the Waterproof Onesie to market is Chameleon Clothing, developed by Natalie Cahill and Miranda Cheong. Chameleon Clothing is a completely new brand being introduced to the market specifically to launch this exciting new product. The report also considers the practicalities of launching the product, including manufacturing strategies and materials, as well as costing. This final phase looks at the promotional activities planned for the brand over the next year, through the identification of two separate target audiences.
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Gap in the Market Potential for addressing a real gap in the market was found by looking at the leisure industry, where solutions for keeping dry whilst on the go do not currently meet consumer’s needs completely. Existing solutions include the Umbrella and waterproof jacket- these are often poor in quality / impractical to use. This is a particularly significant problem in the UK, where the weather is often unpredictable. Finding a solution to this problem provides real potential to increase profit margins and gain a significant market share and customer base through meeting the consumer’s needs more comprehensively than any other product currently on the market.
Problem Identified Research identified that the products currently available on the market offering users weather protection are often unstylish or impractical for use. The most commonly used product, the umbrella, is often impractical to use whilst on the go, particularly if its user has other things to carry. Another popular choice, the waterproof jacket, is often either unstylish or of poor quality.
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Objectives • To develop a practical and durable solution to the problem, so that the product is suitable for use over at least 2 years. • To develop a product which is in keeping with current fashion trends, as well as those predicted of the future, so that users are happy to be seen using the product (this can be achieved not only through the product itself, but also the brand chosen to market the product). • The product developed must give the company justifiable competitive advantage.
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Initial Ideas These are the range of ideas considered before the final outcome was reached, including an extendable umbrella, waterproof onesie, backpack umbrella, glasses with windscreen wipers and hat umbrellas.
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Final Idea The final outcome decided upon was the customizable waterproof onesie. This idea was chosen because of the practicality and serious market potential it has- a lot of the other designs are unrealistic to take to market. Being fully customizable and a completely unique product, this waterproof onesie fits the initial objectives set in a creative way which has serious potential to fit a gap in the market.
Competitive Advantage • •
• Availability for customization & personalisation, Entirely new concept to the market, giving consumers a completely original solution to fashionable weather-proof clothing. Offering consumers a product which does not compromise quality for fashion.
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About Chameleon Clothing
CHAMELEON CLOTHING Your Waterproof Onesie
Company Profile: Business name: Business Website: Email for contact: Telephone:
Chameleon Clothing http://miranda569abc.wix.com/chameleoncclothing sd12nc@leeds.ac.uk or sd12hmc@leeds.ac.uk 02089367812
The Story of Chameleon Clothing: Chameleon Clothing is a brand aiming to offer tailor made, unique and beautiful items of clothing. Our products are of high quality, using only the best materials and production methods, aimed at offering fully customizable clothing items to both businesses and consumers. Set up by Natalie Cahill and Miranda Cheong, who saw a great potential in offering you complete choice and freedom to express who you are through your clothing. Whether for personal use or corporate purposes, Be Unique. Choose Chameleon Clothing.
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About Chameleon Clothing Website http://miranda569abc.wix.com/chameleoncclothing
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About Chameleon Clothing Below is the visualisation of the website that people can see in their phone app. Customer can choose to purchase on their phone, however, customisation option will be not available since it will need a large space for people to design their own personalised clothing.
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QR codes The QR code market can be used by Chameleon Clothing. It can display coupons, connect to Social Medias and the website; people can also subscribed to the company and more importantly can reward loyalty program members.
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STEPN analysis •
Social Consumers are increasingly in favour of supporting independent and local businesses: Chameleon Clothing is a small start-up company where all goods are manufactured in the UK. There is also a growing demand from consumers for personal and unique products, a need met through the personalization aspect of the brand.
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Technological Consumers increasingly use the internet to search for information and products and brands as well as to shop. Therefore this will affect the way Chameleon Clothing are run: they will need a strong online presence in order to become noticed by consumers. Online advertising is increasingly used by brands to promote themselves and their products, and this could be useful for Chameleon Clothing as a cheap and easy way of marketing. New materials are being produced constantly- this is something Chameleon Clothing should look into as new fibres can be used for future developments of their products.
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Economic Expenses for businesses are constantly rising, which can make it particularly difficult for start-up companies such as Chameleon Clothing to be successful. It may also make expansion harder for the company. Chameleon Clothing will be manufacturing all items in the UK, and pieces may be made individually. This may be a disadvantage for the business as competitors often produce clothing for cheaper abroad and in mass quantities.
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Political Start Up businesses are often encouraged by the government, who can provide support in a number of ways, in terms of financial support and funding, as well as business support which can come in the form of mentoring and consultancy. Chameleon Clothing will also have to be mindful of taxes and health and safety laws associated with manufacturing within the UK.
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Natural There is an increased importance being placed on companies and their efforts towards the environment, including their efforts to recycle. Therefore Chameleon Clothing should consider this when selecting materials and manufacturing methods.
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SWOT analysis Strengths
Weaknesses
-Innovative product with specialized features (customization) -New Brand -New materials (Glow) -Designed with fashion in mind -Affordable Brand -Quality -Eco-Friendly
New brand: -Lack of trust and loyalty (no existing customer base) -Low finance (less budget for marketing) -Lacking strong Brand identity -Small in size- limits expansion
Opportunities
Threats
-First to market, be the brand to start a new trend -Expansion: New options for customization, new products to develop product portfolio, partnership with fashion brands, (business to customers) work with big companies (business to business), worldwide orders (not just UK)
-Other better known brands may copy idea -Higher than expected start up costs -People may not care about customization -Similar products on market -Legislation surrounding clothing – Is product easy to recycle? (Does This matter to consumers)
From this SWOT Analysis, it was identified that the main strength is the product itself, which is a completely concept and uses innovative materials, such as the glowing material identified earlier in the report- it taps into the growing demand by consumers for personalised products. While being a new brand may mean a lack of trust and loyalty, being the first to market brings first mover advantage. While a lack of budget associated with the start-up business may make it harder to promote both the brand and the product, if promotion is done carefully and cleverly it is likely to increase brand recognition greatly and reduce the success of any copy products produced by competitors.
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Porter’s 5 Forces
1. Threat of New Entrants -It will be expensive for a new brand to enter the market (Financial problems) -It will not get attraction to the customers when launch -Patents -Economics of sale 2. Power of Suppliers -Similar products in the market, but not as innovation and attractive as this new innovation -Different sizes needed 3. Power of buyers -There are powerful buyers in this market (Festival & business used) -Different sizes provided to different market segment 4. Availability of substitutes -The new innovation is very unique, help to raise up and be attractive in the market 5. Competitive rivalry -There are only a few of direct competitors in the market (ie. RainMac, Seasalt etc) -There are many indirect competitors in the market (ie. ASOS, Topshop, Topman, Gap, Yumi, Cath Kidston etc) -Direct competitors does traditional design while indirect competitors drive to colourful design)
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Customer Profile Name: Holly He Gender: Female Age: 20 Education: Art and Design Degree in University of Leeds Occupation: Student Holly is a student of Art and design, she always needs to carry a lot of drawing tools and huge folders with her. The unpredicted weather in UK is a big trouble to her because she struggles to hold the umbrella when she needs to carry her other things and this makes her day bad. She would wear a raincoat, but she finds some of them really boring and not stylish since she doesn’t like to wear clothes that other people wear in the street.
Name: James Jones Gender: Male Age: 55 Education: Business Graduate from UCL Occupation: Hotel Owner James has had his own small chain of hotels for 10 years, and is looking to expand this chain in the near future. Always on business meetings in town, James enjoys walking most places, as he lives in London and finds this the most convenient way of travelling. However, it can often be a struggle to arrive at meetings looking professional in the UK where it is often raining. James prefers to use a waterproof jacket, but finds his trousers will still get wet in the rain. James does not find umbrellas practical for use in the busy city environment. Practicality is the most important aspect for James, however he likes professional styled clothing which suits his line of work at the same time.
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Material Selection Polyurethane Laminate
A special kind of waterproof fabric. Properties: waterproof, but breathable. It has 2 sides to it, one is made from polyester knit (slight stretch) and one is with laminate coating. It can be aesthetic and easy to print pattern on.
Waterproof tin Cloth
Made using organic cotton canvas and a high tech waterproofing treatment. It is the most hardwearing waterproof cotton.
Glow Fabric
Waterproof breathable coated with glow in the dark solution. Water repellent finished will be add on, so its is 100% waterproof.
Oil cloth
PVC product and is 100% vinyl and is completely waterproof. Its very shiny, durable and quite thick.
Waterproof Melange
Made from polyester : this is not only durable, but also lightweight material.
Waterproof Nylon
A traditional and reliable material used for waterproof clothing. Has been tried and tested, which is why it remains the top waterproof material for raincoats.
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Marketing Mix
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Products In order to appeal to a greater variety of people, a range of products has been developed- not just the waterproof onesie. Below shows the outline of the initial garments that will available to buy. The range includes several different styled rainmacs, all designed to be highly fashionable and suit the customer’s individual preferences. All clothing items are fully customizable. As the brand is new, all products will be new to the market upon the brand’s launch. The product will be manufactured and made from materials to offer a high quality and durable final outcome. Innovative glow material can be used to make product stand out from rainmacs available on the market currently.
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Customisation Customization is available in many different ways. Firstly, the customer choses the style of the garment. Next, customers can chose glow in the dark materials vs. normal solid colours. Transparent material is also available. As well as this, colours of all aspects can be changed, including zips, lining, base colour, chameleon (logo) and stitching. A logo or design can also be added to the back of the onesie.
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Customisation
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Price
The price of the product will depend on a number of factors, such as which customization options are chosen (for example lettering on the back of the onesie, as well as glow material will cost more). The price will also be dependent on whether it is a on-off purchase or bulk buy being made. This will be discussed at further lengths later in the report. On-off purchases will cost £40-£60 per item, This price is for the clothing itself, and if customer offer themselves a personalised products, every part they change colours, add logo, images or different material will be charging them from the range of £2-£6, depending on the style, materials and customization options chosen by the customer. . Pricing for bulk buyers is slightly more complicated. Bulk buyers must buy 10 items or more. If the bulk buy is for smaller order (from 10-30 pieces), prices will range from £30£50 per item, again depending on the style, materials and customization options preferred. However, the larger the order, the greater the discount. 30-70 pieces ordered will cost between £10 and £40, whereas orders for more could be as cheap as £10 per item. Bulk buyers will usually have a consultation with Chameleon Clothing to discuss prices personally.
Place Initially, all purchases will be made online, given the customization of each individual item, as this is not only the easiest way for the customer to personalize their products, but also the easiest way for the business to receive and process orders. This also reduces start-up costs for Chameleon Clothing, as they will not have to pay for shop rental and maximizes their potential reach (to the whole of the UK). Can also look into expansion into other countries.
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Promotion Breakdown
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Business to Consumer Strategy Miranda Cheong
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Business to Customer Part of the target market of the Chameleon Clothing, we would like to target the fashion market, mostly targeting the young adult. The waterproof product is very suitable and fashionable for them to wear. Customers could personalise their waterproof clothing using a range of materials, including normal fibres and also fibres that can glow in dark. This could be fashionable at night for parties and festival events. Moreover, the product is useful on a normal rainy day for customer s who want to look fashionable and keep dry.
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Market Positioning Indirect competitors There are quite a lot of fashion brands who sell raincoats and waterproof onesies, however, their average quality and price will be relatively low from a unique brand who concentrate on raincoats only.
Direct Competitors There are a few brands who focus and concentrate on raincoats and rainwear only. Their average quality and price will be relatively high since they put a lot of effort on one thing to sell, this suggest specialist products with high quality will be provide to customer with new technologies or material.
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Target Customer Chameleon Clothing will be a start-up business in 2015 and the company should advertise into different range of ideas to target young adults. Firstly, launching the company and products before all the festival opening days will be a starting point for the company and will be a perfect time to engage young adults, since there will be a huge amount of young adults attending the festival, where they can relax after all their university work and have a great time to start their summer holiday. Secondly, we could focus back into the fashion market. Developing festival fashion as a starting point will be a perfect time to advertising our company, to young adults who wear care about style and want to stand out at events. This is also an advertising technique that can be used in the festival when people wear our the brand logo, name and glow fibre. This can attract more new customers in the festival. Young adults, as a highly consumption-oriented society, usually have increasingly become aware of new products and brands. They are triers and spend hours shopping for themselves. In order to attract the young adults effectively, we need to concern what influencing their behaviour todays. The young adults are used to having their mobile phone on hand and also internet (this includes 3G, 4G and WiFi). People claim that they cannot live without internet and phone nowadays.
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Internet Advertising Internet / Mobile advertising are a must in targeting the young adults. This includes advertising on common social media nowadays: everyone especially the young adults using this social media every day when they are free. These social media tools can be social, casual and also business related, including: YouTube, Facebooks, Twitter, Pinterest and Instagram etc.
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YouTube Advertising YouTube can be used a huge amount to advertise within one social media. Every single page of YouTube website contains tiny advertising boxes; this is the place where advertising can be put. Also, sending some sample or freebies of our clothing to some popular YouTube bloggers to do reviews on either topics about fashion or what to wear in festival is another advertising can do in YouTube.
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Facebooks Advertising Facebooks has the similar features of YouTube; there are advertising column bars attached on the right side of the Facebooks page, where advertising can be posted. Also, it is free to create a business page to promote to everyone in the Facebooks.
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Instagram Advertising Hash tag #
Instagram is a social media that offers a visual discovery, sharing and also storage tool. Photographs of our Chameleon clothing can be created and shared into the page. This can be a platform showing others the brand and also know the rate of people getting interest in the brand and product. Also there is a special advertising techniques that can only be done in Instagram, the Hashtag symbol: people are allowed to hashtag for example #chameleonclothing and join in the competition to won a prize from the range of products. It is very easy to attract people by this social media and this is why Instagram can be so successfully.
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Pinterest Advertising Pinterest is a website that offers a visual discovery, collection, sharing and also storage. Photographs of Chameleon clothing products can be create and share into the page. This can be a platform showing others our brand and also know the rate of people getting interested in our brand and product. Pinterest have the similar feature as Instagram, contests can be made by posting picture wearing Chameleon Clothing products, who has the top pin will win a prize of our range or discount vouchers. This can get awareness to involved anyone who interested in stylist raincoat or festival fashion.
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Stealth Advertising Social Media such as Facebooks and YouTube is a good platform to include this method.
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Press Advertising Press advertising will be another advertising technique to focused on. Nowadays, young adults do love to know / to follow up the trends of fashion or news of their favourite celebrities. Magazine will be a good place to target them.
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Print Media Magazine
Different type of magazine can be used for targeting different market segments. Magazines for young adults, this includes fashion magazines and gossip magazines that talk about celebrities. In the festival months, magazines can distribute guides to wearing outfits to festivals and for normal fashion months, promotional material could be normal print advertising that can put into the magazine to promote Chameleon Clothing.
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Print Media Leaflet
Leaflet advertising is a good methods in getting people attention in a fast speed. Advertising of Chameleon Clothing can be put on the column of the leaflet, for example, festival guide for festival use. Also can produce a leaflet showing how to wear a raincoat stylishly. This can distribute in the public areas or can put the leaflet in some fashion clothing shops that customer can take it if they are interested in it.
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Print Media
Posters & Banners Posters and Banners are a must in advertising when a company wants to communicate with public relation. And the poster could also be used in fashion magazine to promote.
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Sales Promotion Sales promotion is a must when targeting with young adults, because young adult love to have discounts. This is also something that Chameleon Clothing can do, such as giveaway and competition and discount vouchers.
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Giveaway and Competition Since Chameleon Clothing is a start-up business, there are not many existing customers. To attract customers, they need to engaged. This can be done by making a giveaway event. There will be a limited time mentioned and they need to subscribe our newsletters in order to have a chance of winning a free customised waterproof onesie. Banner of the giveaway competition will be post to Facebooks page, website, Instagram and others social media.
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Vouchers promotion Vouchers can be distributed during the festival to get returning customers and also new customers. They will be given a voucher during the festival from Chameleon Clothing to get extra money off (example, ÂŁ5 off or ÂŁ10 off) or discounts (example 10 % or 20%) on the customised waterproof onesie within a limited of time. These vouchers can be distributed during the music festival and the offer can be attached to catalogues like festival guide or even entry tickets. This voucher can then be printed out into the fashion magazine to get awareness.
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Direct Mail and Parcel Chameleon Clothing personalise to every single customer. This can make customer feels that they are getting involved. This can be done by writing their name on emails and also on little notes that can be put in the parcel to thank you for purchasing the item.
Ms. Miranda
Every time a customer purchases a waterproof onesie, the parcel will be sent with a scratch and win printed card from the company which they can test their luckyto see what they can win. (Example, these prizes will be discount and money off from the next purchase, or products of future co-operate company etc.) Every card will contain at least 10 % discount on their next purchase.
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Unique Friend Code Also a unique friend code will be given to subscribed members and who purchase products. This friend code will work when the members introduce products to another friend who purchases as well by checking out with the friend code. This will save the member at least ÂŁ5 to ÂŁ10 off on their next purchase. This idea is to get return customers involved with our company more often and also to get new customer to join or notice the our brand.
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The Taxonomy of marketing communication
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Integrated calendar of communication
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Time plan
Chameleon Clothing are going to aim for the festival month first in order to get more people to know about the brand. For the first few months, it is going to be the preparation for the Social Medias such as Facebooks, Instagram and Pintrest. The promotional advertising will be concentrated before the festival. Leaflet, giveaway competition and festival guide will be given out by every festival organisation before and during the festival months. During the festival, voucher will be given out to get participants. After the festival, voucher can be used in a limited of time to promote the product as a fashionable piece.
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Business to Business Strategy Natalie Cahill
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Business to Business The next target market in which Chameleon Clothing will focus their promotional efforts is to look at bulk buyers (mainly business to business). Businesses could benefit from the products available by customizing them to promote their own brands. There are several business sectors with which there is a potential for Chameleon Clothing to do business with, including:
The Wedding Industry Bridal parties and hen parties. Could be used to keep guests dry or as a party favour.
Sports Teams Particularly relevant for outdoors teams
Outdoor Leisure Activities Such as paintballing or GoApe
Universities Provide staff. Ambassadors on open days to promote university.
Festival Organisers For use as part of a uniform/given to attendees Hotels Given to guests (particularly useful for those away on business)
Building Companies Glo Material particularly useful here
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Business to Business Chameleon Clothing will aim to directly market to businesses within all these sectors (and more). However, as a start up company, both finances and resources are limited, meaning that for the launch of the brand, just four specific business sectors will be directly targeted. After launch will see a greater focus on the involvement of the other business sectors. The business sectors which will be directly targeted before and during the launch of the brand are: Sports Teams Specifically university sports teams, which will encourage the wider spread use of Chameleon Clothing items throughout universities in the long term. Additionally, Chameleon Clothing will have their own stall at the Horse of the Year Show held in Birmingham from the 7th- 11th October 2015. Festival Organisers Targeted mainly by direct marketing, festival organisers will be given sample onesies which are in-keeping with their brand in order to help them to visualise the potential for the product. Building Companies Again targeted mainly by direct marketing. The wedding Industry Stall at The Bridal Show, held in London from the 8th-10th March 2015.
Market Positioning Given the unique nature of the brand and its products, it is difficult to compare this to any existing products, as Chameleon Clothing has no direct competitors. However, it must be kept in mind that brands are likely to already have their own methods of marketing their businesses and their own uniforms.
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Internet Advertising The corporate aspect of the Chameleon Clothing website (see below) is the most import way Chameleon Clothing can connect with businesses. This is used to explain to businesses why they should buy Chameleon Clothing products.
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Internet Advertising The website is also available in a mobile friendly format to allow for easy browsing even when on the go. All promotional activity will link to the website, which should help to increase brand recognition over time.
QR codes found on all promotional materials will link consumers to the website. A general Facebook ad will be used to promote the brand name and encourage raised brand recognition.
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Direct Marketing This is the easiest and cheapest way to market to companies (making it particularly useful given Chameleon Clothing’s small marketing budget). Festival Organisers and Building companies will be marketed to through this technique. General Posters will also be found in relevant business magazines such as Elite Business Magazine
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Direct Marketing When writing to specific businesses we wish to target, specific leaflets will be sent along with a covering letter inviting them to a business meeting.
Left: Front of Leaflet. Right: Back of leaflet.
Insert of the leaflet.
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Idea Development A sample ‘themed’ onesie will be produced for all businesses which agree to meet with Chameleon Clothing so that they can envision the products. Festival onesies, for example below, would use much more ‘fun’ colours than those for hotels.
Company Logo to be placed on back. Example is for the Parklife festival. Below shows potential colour schemes for other businesses. QR code will also be placed on wrist of onesie.
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Idea Development Businesses will also receive a free calendar, branded with the Chameleon Clothing logo.
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Sports Teams
These are the main potential bulk buyers which will be targeted through the first year of Chameleon Clothing’s launch. Specifically, university sports teams will be the main focus. Personalised items will be given to one team per university, the example below shows one for Leeds University. It is important to get the brand name recognised across the UK, therefore four universities across the UK have been selected as initial targets for this direct marketing. The idea in supplying just one team per University with a complimentary kit is that not only will this reduce costs for Chameleon Clothing, but also it will hopefully encourage the other teams to buy kit from the brand when they see the quality and uniqueness of the product. This will also hopefully encourage the universities themselves to purchase from the brand for employees and ambassadors in the future.
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Sports Teams
Although clothing will be personalised to the individual universities, they will still feature the brand’s logo in order to remain recognisable as part of the brand. The wrist of all clothing will also feature a QR code, which people can scan to find out about the brand. With every team kit sent, a leaflet explaining who Chameleon Clothing are, as well as a 30% discount code for any future purchases from the universities, for a limited time period.
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Trade Show Chameleon Clothing will have their own stall at the Horse of the Year Show, held in Birmingham from the 7th- 11th October 2015. The event is an equestrian entertainment event. Stalls in the retail village are not just related to equestrian products, making it a perfect way for Chameleon Clothing to get noticed by a slightly niche and unusual choice of target customer. Onesies would be perfect for pony clubs or riding groups and teams. Research conducted by the event organisers shows that the typical attendee of the event has a higher than average income, which should mean they are happy to a pay the slightly higher fee that Chameleon Clothing charges for originality and quality.
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Trade Show Leading up to the event, a specific advert inviting customers to the stall at the Horse of the Year Show will be placed inappropriate magazines such as ‘Your Horse’ and ‘the Horse and Hound’.
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Trade Show Business card will be placed on tables and will also be given in the bags
Staff at the trade show will be given Chameleon Clothing branded T-Shirts with QR codes on them.
Some of the riders at the event will be given complimentary onesies too on the condition that they wear them at signings at the event to further promote the brand. Competition at show: sign up to the mailing list and you could win a free onesie set for your team.
Visitors to the stall will receive chameleon clothing cloth ‘goodie bags’. These bags are reusable and will contain a free gift (pen), business card and Chameleon Clothing Leaflet
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Wedding Industry The London Bridal Show, from the 8th-10th March 2015 is the chosen method of marketing to this audience.
Before the show, a Facebook advertisement targeted at females with an ‘engaged’ relationship status will be published. Influential wedding bloggers/ instagrammers will also be contaced to ask them to help promote the brand. Posters designed specifically for the indstry will also be found in magazines such as ‘Brides Magazine’ , as well as business cards inviting them to the event.
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Wedding Industry Poster Campaign
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Wedding Industry Event will be run similarly to the Equestrian trade show. There will be a competition: sign up to the mailing list and you could win a free personalised set for your bridal party. Visitors to the stall will receive goodie bags including a free gift, business card and flyer.
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The Taxonomy of marketing communication
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Integrated calendar of communication
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Time Plan DEC Business to Business
Prep for Bridal Show
JAN Prep for Bridal Show
FEB
MARCH
PRODUCT LAUNCH
London Bridal Show
APRIL
MAY
JUNE
Direct selling: Building Companies
Direct selling: Building Companies
Direct selling: Universities
AUG
SEPT
Direct selling: Hotels
Prep for Horse of the Year Show
OCT Horse of the Year Show
JULY Direct selling: Hotels
NOV Direct Selling: Festivals
Product will be launched in 2015. Promotional activities fit themselves around the two trade shows: the bridal show and the Horse of the Year show. Direct selling for other companies will take place when focus is not directly on these events. Festival organisers will be pitched to in winter so that any orders placed will be ready for the festival season.
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References Blogspot (2014). Eva Vissers [online]. [Accessed 30 November 2014]. Available from: http://evavissers.blogspot.co.uk/2013/09/my-week.html Blogspot (2014). Raindrops on Glass Wallpapers [online]. [Accessed 30 November 2014]. Available from: http://wallpapers-xs.blogspot.co.uk/2012/04/rain-drops-on-glasswallpapers.html Chameleon Clothing (2014). Chameleon Clothing: Your Waterproof Onesie [online]. [Accessed 30 November 2014]. Available from: http://miranda569abc.wix.com/chameleoncclothing Facebook (2014). Chameleon Clothing [online]. [Accessed 30 November 2014]. Available from: https://www.facebook.com/pages/Chameleon-Clothing/391387527678813 Gov (2014). Finance and Support for your Business [online]. [Accessed 30 November 2014]. Available from: https://www.gov.uk/business-finance-support-finder Hilton (2014) Hilton Hotels and Resorts [online]. [Accessed 30 November 2014]. Available from: http://www3.hilton.com/en/index.html Hoys (2014). Horse of the Year Show: Birmingham NEC [online]. [Accessed 30 November 2014]. Available from: http://hoys.co.uk/ Keynote (2014). Clothing Retail Market Update 2014 [online]. [Accessed 30 November 2014]. Available from: http://0-www.keynote.co.uk.wam.leeds.ac.uk/marketintelligence/view/product/10958/clothingretailing?highlight=clothing+retail+market+report&utm_source=kn.reports.search Brooker, J. (2014). The Festival Guide [online]. [Accessed 30 November 2014]. Available from: http://www.jamiebrooker.com/?p=97 Leveraged Planning Group (2014). Leveraged Planning Group [online]. [Accessed 30 November 2014]. Available from: http://leverageplanninggroup.com/buy-sell/ Leeds University (2014). Leeds University [online]. [Accessed 30 November 2014]. Available from: http://www.leeds.ac.uk/ Olympia London (2014). The London Bridal Show [online]. [Accessed 30 November 2014]. Available from: http://www.olympia.co.uk/whatson/london-bridal-show-0
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References Parklife (2014). Parklife: June 6th and 7th 2015 [online]. [Accessed 30 November 2014]. Available from: http://www.parklife.uk.com/ Sassy Hong Kong (2014). Mose and Lark Raincoats- Beat Those Hong Kong Showers [online]. [Accessed 30 November 2014]. Available from: http://www.sassyhongkong.com/mosey-and-lark-raincoats-hong-kong/ Shuttershock (2014). Raindrop on window [online]. [Accessed 30 November 2014]. Available from: http://www.shutterstock.com/video/clip-468370-stock-footage-rain-dropon-window.html Spreadshirt (2014)Print Personalised Hoodies with Spreadshirt [online]. [Accessed 30 November 2014]. Available from: http://www.spreadshirt.co.uk/personalised-hoodiesC6927#showDesigner The All In One Company (2014). Onesie Work Experience [online]. [Accessed 30 November 2014]. Available from: http://www.the-all-in-one-company.co.uk/blog/2014/09/onesie-16/ Tree Town Music Festival (2014). Tree Town Music Festival [online]. [Accessed 30 November 2014]. Available from: http://treetownfestival.com/ticket/general-admission/ Youtube (2014). What to Wear to a Festival [online]. [Accessed 30 November 2014]. Available from: https://www.youtube.com/watch?v=BchAc_XVqPg