BRAND EXTENSION PROJECT Fashion Marketing Emma Moon
1.
Introduction a. Brand Identity Prism
2.
Short-term Strategy a. Inspiration b. Objective c. Targeting d. Competitor e. Marketing Mix
3.
Long-term Strategy a. Inspiration b. Objective c. Targeting d. Competitor e. Marketing Mix
BRAND IDENTITY PRISM PHYSIQUE Elegant, Sharp and refined aesthetics, Subtle delicateness, Baccarat bottle
PERSONALITY Cultivated, Passionate Generous, Emotional, Empathetic, Visionary Intellectual, Sensual
RELATIONSHIP Sensitive to customer’s needs, Inclusive, Reassuring
CULTURE (VALUES) Nature’s poetry Quest for excellence Historical know-how Luxurious generosity
REFLECTION Niche, Scarce, Unique, Sophisticated
SELF IMAGE Exclusive, Feminine, Emotional, Evocative, Timeless
(Kapferer, J. N., 2012. p.156)
Short-term Strategy
Launching Lipstick Line
Founder, Annick Goutal
INSPIRATION Distinctive feature of Annick Goutal
Founder Annick’s Red Lips
Sensual, feminine, elegant
Brand itself
“Red lip was a symbol of a founder, Annick Goutal” Founder, Annick Goutal
OBJECTIVE Boost sales and profits
Expand customer range
Intensify recognition and recall
Through a red lipstick that is more accessible and affordable to customers
By offering an easier access to Annick Goutal as a brand
Customers have a chance and opportunity to learn more about Annick Goutal
TARGETING Target Customer
-
Demographic : Female in their 20s to 40s who is intellectual and sophisticated
-
Geographic : Female who enjoy city life worldwide
-
Psychographic : passionate and refined character
-
Wants : timeless elegance, feminine beauty and high quality
Direct Competitor
Guerlain
Nars
Hourglass
Charlotte Tilbury
KissKiss
Audacious Lipstick
Be Legendary
K.I.S.S.I.N.G
French
French
American
British
$ 31.00
$ 34.00
$ 32.00
$ 34.00
32 Shades
45 Shades
20 Shades
11 Shades
PRODUCT ROUGE GOUTAL “The elegance of a timeless essential”
The Butterfly Bottle A luxurious presentation case inspired by the world of fine jewelry to show the bottle in its finest light.
PRODUCT “Make it truly personal.� Engraving Service -
Our engraving and monogramming service allows you to customise your ROUGE GOUTAL A personal message, a special date or monogram it with initials
PRODUCT ROUGE GOUTAL An innovative lipstick formulated with Amore Pacific’s technology that coats lips with bold color, long-lasting wear, and luxe comfort.
Fragrance - A citrus fruit fragrance with accents of lemon, bergamot, and Citron, inspired by the delicious notes of Eau d'Hadrien
$34.00
PRODUCT ROUGE GOUTAL Color 20 Shades Bold, Intense and highly saturated colors Texture A stable formula with glide-over texture, which applies as smoothly as silk Main Ingredients Green tea, rosehip, rosemary, and shea butters
PROMOTION 360 Objective: #1 best selling item among Annick Goutal categories COMM BUILD THE ELEGANCE OF AG - Visual & POS video clips - Digital SNS comm
PR STRENGTHEN BRAND DNA THRU PRODUCTS - Editorials - KOL seedings - Press release for media & wholesaler
BAs
EVENT (O2O)
TRAINING - BA speech/ gifts/ tools - Story
#MissButterfly Color & Wear Competition
TRADE TOOLS - GWP (traffic stoppers) - Sample
POS OPTIMIZE NEW IMAGE - VM highlight: outpost, lip display stand - POSM on podium, counter or window (TBC) - Fragrance bay → link selling
DISTRIBUTION BOUTIQUES Paris, Lyon, Strasbourg, New York..
SHOP-IN-SHOP Spain, Malaysia, Korea, China..
TR EMEA, Asia & Pacific, N. America, LAC..
Long-term Strategy
INSPIRATION Annick Goutal’s flowerbox is a contemporary, aesthetic update to the world’s most beautiful gift: Roses.
INSPIRATION Twist on a timeless, affectionate gift : eternal flowers in the highest quality, with a luxurious and customizable packaging made of leather. Leather savoir-faire
Symbol of love and passion
Grasse, city of perfume and flowers
ROSE
ANNICK GOUTAL
Lived and loved passionately
INSPIRATION “You deserve to be loved.”
OBJECTIVE Boost Sales and Profits
Through a new product category, aiming at impulsive/emotional buyers
Inclusion of men in the audience
By offering a new substitute in terms of gifts, not similar to the traditional ones
Leverage brand awareness
Goal of creating buzz around this new type of offer, especially through word of mouth
TARGETING Long term AUDIENCE Continue to target the Annick Goutal women
SHARING → roses meant to be gifted with loved ones, friends and family
Enlarge audience including MEN : roses as a token of affection for multiple occasions
COMPETITOR Champagne & Wine Ruinart Blanc de Blancs: 68€ M&C Grand Vintage 1999: 85€
Delicacies
INDIRECT DIRECT
Show Tickets Opera de Paris: from 70€
PRODUCT “Art of Generosity� - Gifting unforgettable expressions of love. - Contemporary and elegant designs make the most beautiful gift in the world
PRODUCT “Luxurious ROSEBOX” - Highest quality roses + handmade leather box → Perfect Brand Experience. - Flowers’ freshness conserved for 3-5 years - Small initial stock → adapted to market demand
PRODUCT 1. CHOOSE FLOWERBOX SIZE
2. CHOOSE FLOWERBOX COLOR
3. CHOOSE ROSE COLOR
- Small - 4roses - Medium - 8roses - Large - 21roses
- CREAM - BLACK
- ROYAL RED - MAUVE
PRICE Small 4 Roses
Medium 8 Roses
Large 21 Roses
$ 78
$ 158
$ 198
$ 44
$ 99
$ 149
$ 50
$ 120
$ 169
PROMOTION
VIP Gift Box with Invitation to Launch Event
Launch Event
In Store Special Event
THANK YOU.