Contents 1 COVER 2-3 CONTENTS 4-5 INTRODUCTION 6-11 CONTEXT 12-15 THE BIG IDEA 16-19 CREATIVE CONCEPT 20-25 EXECUTION & PLAN 25 SUMMARY 26 APPENDIX
Introduction Who are we? Defy: Tattoo de Parfum is an innovative fragrance medium that doubles as a fashionable accessory. We designed our product to tie into the summer trend of metallic temporary tattoos, but what makes defy unique is that it emits fragrance when friction is applied.Making it a practical, multi purpose accessory that is designed to attract the attention of others. Defy was born due to the gap in the market created by the common festival/event rule that states no glass is permitted on the festival grounds, including any glass fragrance bottles. This proves incredibly inconvenient for the masses of festival goers who spend three nights camping and wish to smell of something other than mud, sweat and stale cider. As the only alternative available is fragranced body spray that have a lower scent longevity than perfume and are a nuisance to carry around.
Aims and objectives Our overall goal is to successfully market our product as one of the ultimate, must have goto festival accessories for the festival season, specifically within the UK & IRE market in time for festival season 2016. We aim to identify and analyse what it is our consumer responds to through primary and secondary research gathered, specifically through the use of targeted surveys, focus groups and also from reports issued by sites such as Mintel and WGSN. Using information gathered, we then plan to strategically raise awareness about our brand and create a buzz around the product primarily through the suitable social media channels and tactical guerrilla marketing techniques.
Context When we first began looking into the fragrance market, we looked into why people wear fragrance, although it may seem common sense, we believed that the better insight we had into the reasoning behind our consumers actions, the more accurately we could fill their needs. According to a survey done by the Telegraph in 2011, the top 6 results are showin in the fig. 4 on the right hand side. Taking account of these, we then lookd into the mintel Fragrance Report for the year 2014, and discovered some very informative insights that shaped our concept and lead us in the direction that helped us define our product.
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consumers who agree they are concerned with harsh chemicals in fragrance are more likely than average to use an alternate format.” (Mintel, 2014)
The move toward fragrance emitting jewellery
and wearable devises is also a possible future trend for the fragrance markets, allowing fragrance to be worn without a direct contact to the skin. (Mintel,2014)
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Through these insights we decided to go down the route of wearable patches that emit scent throughout the day over a long period of time to avoid the hassle of reapplying fragrance. Originally, we had not planned for the patches to be visible, as our target market was busines men and women on the go, so we decided to focus on the aspect that it was a mainly visible product and aim it at a market that would appreciate this concept, namely festival goers.
When we looked into the festival market, we discovered that there was a strict “no glass� policy enforced at the majority of major festivals in the UK, and more taking up this rule as time goes on. This created a perfect hole in the market for our wearable fragrance to take hold of. As our concept developed from wearable patches to tattoos and we closed in on the festival goer as our target market we carried out a more specific, targeted survey to gain insight into the mind of our consumer and how they would react to our product.The findings concluded that accessories are a big part of festival culture, due to the fact people use it as an outlet for care-free self expression that they usually couldn’t in every day life. Also Playing into the bohemian based ideologies behind festivals captures the minds and imaginations of our consumer, which will hopefully spark excitement about our product.
The Big Idea Summary: In short, our concept is a fragrance emitting temporary tattoo that both acts as a popular, on trend festival accessory with a practical appliance as a long lasting fragrance medium that disperses its sent through friction. Our brand and product design plays on the bohemian ideology of freedom, celebrating of life and defiance of commonly accepted social conventions, as this mirrors the general energy behind the festival spirit.
Need for product: For the majority of young people, festival season is an opportunity to shed off the stresses and strains of everyday life and unwind, celebrate and reconnect with their primal selves. But unfortunately for our consumer, there are quite strict rules and regulations at most
festivals, one rule in particular -“NO GLASS ALLOWED� prevents any perfumes or colognes being brought on sight, which poses a problem for girls who, even in this care free environment are still concerned about their smell.
Our demographic was left with nothing except cheap body sprays with have a very limited scent longevity which proves a hassle to carry around a festival as their only and main solution, here, in this market gap we saw our opportunity. As our market are concerned about looking (and smelling) their best, we took this hole in the market and combined our solution it with the fast growing festival themed trend of metallic tattoos, (which are sold across the board in shops like top shop, urban outfitters, river island and recently even primark) and we created something innovative and special. Our target market are a young generation that
are constantly tapped into social media, delving through endless blog posts, pin boards and Instagram accounts to gain inspiration and influence from their peers on their fashion and lifestyle choices.
Through searching through some of the most popular mediums (instagram, pinterest and tumblr) it became evident that temporary tattoos are increasing in popularity and are a serious contender for the ultimate festival
accessory, so our tattoo de perfume, is taking it one step further , by fashionably filling multiple roles in the ultimate festival kit
Why are we unique? With our product, we are in a unique position where not only are we filling a practical role by becoming the solution for events which have created a ban on the packaging used by most of our fragrance based competitors. The fact we have taken it one step further by combining it with an accessory concept thats popularity is already on the rise has given us a unique advantage point over both other festival accessories and fragrances alike.
primary research questionnaire that non of the participants had any knowledge of specific brands apart from the Firstly we looked at the Where is our brand Fragrance market, for our own-brand tattoos sold position? main point of sale at festi- by chain stores such as urban outfitters, top vals, our competitors are “In order to create a mainly body spray brands shop, primary etc. Upon distinctive place in such as Impulse, So.. and research into other tattoo the market, a niche accessory brands, it Charlie‌ The majority market has to be appears that there are of these placed at a low carefully chosen and a a number available, but price point, with mid & differential advantage they make little to no use higher market versions must be created in the of marketing or social available by brands such mind of the consumerâ€? media sites that would (managementstudyguide. as Soap and glory and Ted Baker, but essentially promote their product com) they are space consuming through exposure. The complex nature This shows that there is containers of fragrance of our product means room to build a reputable with poor longevity. its intersects into two brand name for our separate markets, product as a combination Secondly, we looked at creating its own niche of both fragrance and the fashion accessory place in the market. accessory. aspect of the product. Primarily it acts as a fragrance product, but it We seen from the also has an appeal due to its physical appliance as an accessory.
Creative Concept
Framing the moment
“Framing the moment” explores the idea of being able to capture the here and now. Much like our product, this concept encapsulates the essence of a moment and encourages the preservation of the temporary experience. Why we chose framing the moment? We chose this concept due to how accurately it mirrors our brand’s message and relates to the modern youth culture. It incorporates into the growing re-popularisation of the “retro” medium, of Polaroid film within the festival going generation that we are targeting.
We believe this will attract out target market as: Through association, we can create a brand image that is automatically linked to the perceived idealism associated with the “perfect memory captured on polaroid” that our user would see on social media. Therefore, use of Polaroid will act as a relatable medium in the eyes of our customer. And much like our product, this enforces the idea of living the here and now, and the preservation of a temporary experience.
Photoshoot Concept With use of an au natural model, polaroid photos and a forrest setting, we created a print advertisement that encapsulates the primal, narutal and earthy vibes our brand portrays.
Brand Onion
(Posner, 2011)
Print advertisement
Execution: Promotional Plan
How & Where will you connect with your target market? Our main objective from this promotional plan is to create an initial interest and excitement about our product within our niece target market. Through the use of predominantly digital and web based channels, with some physical and print elements, we will build up our brand image over the space of the year, building up to our launch just before the beginning of festival season, taking place in May 2016.
the cohort h it w e g a g t to en been born e v “If you wan a h to d onsidere the generally c , put down 0 1 0 2 d n a 95 ge. between 19 that’s ten times their a d ice are plugge % archaic dev 3 (7 e n li n lives o uly This group aking). So tr itize w f o r u o h rior in within an needs to p g n ti e k r a m hat—and, c t, x responsive te , il a em via em reaching th ial media.” c o s , y il r a prim n , 2015) - (Tom Husto
As stated above, it is crucial to note that our consumer is constantly plugged into the web and more specifically, social media. So it is essential that that we tackle our digital campaign thoroughly. There are several digital platforms available and by analysing our customer survey responses on the topic of social media, we have pinpointed the most opportune platforms to allow our brand to be broadcasted to our target market successfully. These Include Vine, Tumblr, Twitter, Instagram, Pinterest, Youtube and Facebook.
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“Whether you are launching a start-up or leading an established company, you should start establishing your social media presence if you havent already”.- (Richard branson,2012)
Our first strategy is use short viral videos that tell a story our customers can relate to, involving the anticipation of the festival season. These will be released in weekly segments to keep interest levels up and will be shared on platforms such as our Instagram and and Vine accounts, with links to Twitter and Facebook. Also linked to the video campaign, we plan
to create a hashtag that links all our digital content together across all platforms and help raise brand awareness, the tag we have chosen is #DEFYTHENORM as it’s mirrors our brand message of being defiant and rebellious which is the underlying elements of the bohemian spirit we aim to capture within our brand.
ORM
“According to GWI, 42% of internet users say they have watched a vlog within the last month, although this rises to 50% for 1624 year-olds and 2534 year-olds. The vast majority of vlog viewers – 93% – are watching them on YouTube.”
“Having brand ambassadors is another way of saying there are people who are passionate about your brand.” (captiovationalmedia, 2014)
Online celebrities who have risen to fame through blogging and vlogging (video blogging) have increasing influence over the youth of today and more specifically, our target consumer. Consumers look towards them for inspiration and information on new seasonal trends and style advice. We plan on taking advantage of this and using Victoria, creator of the popular “inthefrow” brand as our ambassador, as we feel her edgy look teamed with her online influence and social media savvy would be a perfect match for our brand image.
ests and t n o c e il h “W n s have bee e k a t s p e e sw e, they im t g n lo a around for life with w e n a n o n have take ocial web.” s e h t f o h t the grow ing, 2011) r e k ic p n e B -(
Product Launch We plan to organise a product launch, an evening event tailored to set the tone of the brand, a talk will be given by our CEO and brand ambassador. Popular uk based figures in attendance such as vlogers, radio personalities and music from an upcoming band in the early stages of their rise to popularity to keep with our on trend, high energy vibe.Although this event will mainly be aimed at industry professionals with fashion bloggers, magazine columnists, store buyers etc in attendance, A limited amount of tickets will be available public via an online draw.
Competitions The importance of inbrand competitions at an early stage is a tactical key for gaining social media followers. When given the incentive to win prizes for the small cost of a page like or a post share,this proves as an important tool for an initial audience boost through user generated posts a an incentive to win. Collaborations with specific festivals may be organised to increase brand awareness and prize value, e.g. Festival Tickets. Competitions may include: -Consumer enters to win prize via Like and/or share of post and follow of brand page. -Consumer enters to win prize & coverage via user generated content tagged with #defythenorm
“A brand launch, after all, is one of the few opportunities a company or product has to talk about itself in a wholly positive light, under largely controlled circumstances and in a forum tailor-made for articulating vision and relevance to a carefully targeted audience”(Hayes Roth, 2011)
6 Month Promotional plan
Sequence of events:
0-1 Month Set up Website and social media accounts, including search relevant tags for target market and follow profiles to gain awareness. Platforms: - Pinterest -Twitter -Instagram -Tumblr -Facebook -Youtube -Snapchat -Vine 1-3 Months Contact bloggers with samples of product in return for a review, thus gaining exposure. Set up brand collaboration with Inthefrow as brand ambassador. Begin Video Campaigns Online teasers for print campaign 3-4 Months Product Launch, In store-promotional offers on product for first month Print campaign launched Festival tickets Launched, begin sponsorship of chosen festival, website advertisementyt 4-6 Months Competitions for product and festival tickets Snapchat event during festival (#defythenorm) Stalls set up at festivals, Defy tent at sponsored festival
Summary Defy has begun its life in the fragrance market in a strong position due to its nieche market standpoint. But no brand can survive without a solid and through marketing stragity. I believe that by following the strict and constant regime of social media interaction with our customer base, that DEFY will survive and flourish as a brand, and become a household name amongst generation Z consumers across the UK.
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