00
CONTENTS
INTRODUCTION CONTEXT THE BIG IDEA CREATIVE CONCEPT EXECUTION & PLAN SUMMARY APPENDIX
“LBF offers a unique, fresh and exciting concept. It doesn’t include branded products, which no other fragrance brands offer”
LBF TEAM
INTRODUCTION Little Box of Fragrances – quarterly subscription box with 3 small size fragrances and one special product. Content of the box would be adapted to each season as well as reflection of consumer fulfilled questionnaire results. The consumer would order it Online and it would be sent directly to their home. The idea behind the LBF is consumer need satisfaction. We,concentrate to fulfill the gap in the market.
Fig 2 LBF Brand advert print (2015) Team work
Our targeting group is “The New Young Contemporary” 1825 years old females. We are proposing luxurious product with a fresh twist. Design is concentrated to attract mentioned target group consumers, It stands for minimal, simple and opaque design. Our main goal is to make consumer feel special and unique, but the same time surprised and exited.
Fig 3 LBF Brand advert print (2015) Team work Fig 1 LBF Brand photoshoot 1# (2015) Team work
CONTEXT
“At the beginning of our research through to the final stage of our product, we have continuously looked at macro trends in the industry and linked macro trends to our target consumer”
LBF TEAM
We took the research further and examined what gaps there may be for the future products. The Macro trends that have influenced our work right from the start is: • Technology: Retailers are using technology to help shoppers find a signature scent and at the same time deliver a more interactive experience for shoppers(Rebecca Thomson. (2014). Analysis) • A lot of brands are attempting to replace the traditional department store counter and in turn create perfume apps- this way people feel more involved and engaged in what they are buying. They also require people to ‘take a quiz’ which adds fun to the shoppers buying experience. (World Future Society. (2011). Forecasts From The Futurist magazine) • Its gives people the convenience to shop at home and not have to feel bombarded with choice(Andy Schmitz. (2014). Consumer Behavior: How People Make Buying Decisions). • Customization is hugePersonalization and Customization is now preference • There is a huge interest for refillable products and brands have created scents which you can customize and mix together, such as Dior, Joe Malone and the body shop • There are also a lot of limited edition sets that boost purchasing habits • Monthly subscription boxes have been on the rise. Various sectors have been introducing these such as Graze, Dolly Bow Bow and Glossy Box. From taking these insights it is clear that products needed to be even more personalized then what they already are.
Political
Fig 4 Joel Smith, (2013), Money
Conservatives won the election which means that taxes may have been reduced meaning people will have more money to spend this is a potential opportunity as people will be able to afford seasonal subscription. The market may be effected by the EU referendum if the country decides to leave the EU this is a potential threat as it creates an uncertainty in the market. Fig 5 Ariba Khaliq, (2014), Social
Social
There is more of a market for young people and the young market are now taking over this is a potential opportunity as our brand is aimed at this sector. Increase use of social media which means that the word is spread a lot quicker this again is an opportunity as people will get to know our brand.
PEST ANALYSIS
Fig 6 Unknown , (2010), Technology
Economic
The economy is improving as people have more jobs and have more money to spend this is an opportunity as people will have more money to spend and want to purchase our products. As the economy improves more businesses are more likely to enter the market which could provide competition, This is a potential threat as there will be more companies in the market.
Technological
Fig 7 Rebecca Novak, (2014), Phone
Increase use of mobile technology apps and interactive online services this is potential opportunity as our brand is primarily based online and there is potential for other media devices. There is more of a digital community as people want to share their experiences with others, this is an opportunity as people will spread their word about our brand and will be a talking point as well as a sharing factor.
STRENGTHS WEAKNESSES
S AN WO AL T YS IS
Compelling idea- research shows that we have taken insight from other industries and research shows that it will be a popular service. We have clearly shown a gap in the market. Strength of design featuresthe brand has gone with the signature design motif- using the hexagon shape as part of the logo and packaging. The brand has used lots of playful ideas such as using marble art and sense of surprise element- ‘what’s in your box’ tag line. Built a strong relationship with customers. Exclusive scent- one that they can trust and know they will love. Loyalty and communication to consumers is key to the brand. Creative mind set based on what consumers want in relation to the interactive side of the brand and how they use social media. Aimed at the young, yet luxury is key to them. The cost of the seasonal box is spread through out the year to make it more affordable.
OPPORTUNITIES Gap in the market that could be exploited to great success. Increase in use of technology and of social media. Consumers purchasing more and more Online. Offers Online could attract consumers. Growth of the younger consumer who would be more likely to buy out products are more likely to use our service.
Need to get to know our consumer more and the digital side and how they respond to services Online. Conduct more research as to which social media platforms to use for aimed consumer. It’s a new product will be competing with far more established names.No shop front, so all online marketing which could be expensive.
THREATS
Got to understand consumer lifestyle- the brand needs to fit in and know what motivates them and be up to date with what our consumers want. Changes of fashion trends means that the signature look is not what our consumer wants or feels is right for them since our box is for every season and is collectible. Other more established brands. Social media platforms are constantly changing and new competitors entering the market if we are successful.
Sarah Doody
Fig 11 LBF Brand illustration , (2015), Frozen logo Team work
People want products that are surprising and something they can talk about(Anne Lise Kjaer . (2015). MACRO TRENDS 2015+.)
Fig 10 LBF Brand product design , (2015), Design Team work
“A great product should solve a problem or create opportunity that adds value to someone’s life”
Consumers are craving the unpredictable
They want something they can relate to and be able to trust the brand Consumers are looking for a seamless and pleasurable purchasing experience as we see mobile payments on the rise
Fig 9 LBF Brand photoshoot, (2015), Flowers Team work
THE BIG IDEA
THE NEED
Algorithm has become an accepted way to negotiate the choice the Internet offers. Apps like tinder and Netflix were popular last year. (Ft Reporters. (2014). Disrupters bring destruction and opportunity) By taking this idea we wanted to be able to help solved our consumers problemsWe feel that our concept meets our consumer needs given this reason and will motivate them to purchase our product. Fig 8 My own picture, (2015), Fragrance
UNIQUENESS
Fig 13 Randy Wollf, (2015), Survey
Fig 14 LBF Brand illustration (2015), Flowers in bloom
FR PR AGR SO AN NA CE L TO WIT UC H TH H E
UN DE IQU FI E NE AN D D TA CL RG EA ET RL GR Y OU P
er sum My on y, d c Lad ran 5), F B (201 LB 12 tion Fig stra illu rk wo
PURE AND CREATIVE CONCEPT
Fig 15 LBF Brand illustration (2015), Map
E NG S RA UCT AL OD ON PR AS E SE TH OF
T UC OD GN PR ESI D VE TI ND EA GI CR CKA PA
Fig 12 LBF Brand macro trends illustration (2015), Trends, Team work
T UC S OD G PR RIN TOR ST PA TI BE COM MPE O E TH ICE R C PR OU TO
WE TR HA PO END VE F SS S IB TO OLL LE C OW TR REA ED eN TE MA D NE CRO W
HY
TC
CA D AN E UE NAM IQ UN AND BR
CO PO NSU PA SSI MER RT BI S OF LIT HAV TH Y T E A O E OU BE TC OM A E
“People never want to be part of the process, but they want to be part of the outcome. The process is where you figure out who’s worth being part of the outcome” Unknown,(2014)Post.
Fig 15 guarantypest.com, (2015), Seasons
BRAND POSITIONING
Target Consumer Profile
Fig 18 LBF Brand illustration (2015), Consumer moo board My work
Fig 17 LBF Brand illustration (2015), Consumer profile, My work
Gender: Female Age: 18-25 Generation: Generation Y Ethnicity: British Marital Status: Single Occupation: Student – pre family independent adults who don’t have children yet Education: Studies marketing Region: Eastern Located in a city e.g London Lifestyle: Loves shopping, creative work, spends lot of time with the friends. Social Aspirations: Have a passion for high class products. For clothing range prefers brand names such as Miu Miu, Michael Kors, however for the local shopping she aspires places such as Zara, TopsShop , Miss Selfridge. Hobby: In her spare time she is making beauty, fashion and lifestyle videos.
The New Young Contemporary Our audience is aimed at 18-25 year old females. The ‘New Young Contemporary’ they love luxury, class and uniqueness. She is a Fashionista- she likes to blog, tweet, instagram. She has a lot of followers, other girls admire her style and takes inspiration form her. Our target consumer is a woman who loves using social media, a blogger who makes YouTube videos, a real fashionista and craves for the luxury lifestyle. Female who reaches for big life goals, young career woman(Laura Saunter. (2013). MILLENNIALS: A TRADER GENERATION.)
Fig 31 LBF Brand illustration (2015),Logo, Team work
CREATIVE CONCEPT
Fig 28 -29 LBF Brand illustration (2015), Advert design , Team work
PRINTED ADVERT FOR MAGAZINES Fig 30LBF Brand illustration (2015),Hexagon design, Team work
Fig 32 LBF Brand illustration (2015),Color palette, Team work
Fig 29
Fig 33 LBF Brand illustration (2015), Mood biards, Team work
The hexagon shape became a vital element in our brand design and we have used this as our motif. For the logo we felt “LBF” could not stand alone so added “little box of fragrances” under the initials”. LBF is a catchy name so it was important to keep the logo simple and visually memorable. As our product will be sold exclusively online it was vital our logo and brand design would be easily recognizable, as it would be seen on screens varying in size. Therefore we were aiming for something luxurious but still in keeping with the idea of simplicity to ensure that people will remember our brand and to keep it modern.
Fig 19 LBF Brand illustration (2015), Box, Team work
Fig 24 LBF Brand illustration (2015), Product, My work
Fig 25 LBF Brand illustration (2015), Bottle, My work
Fig 20 LBF Brand illustration (2015), Four, Team work Fig 22LBF Brand illustration (2015), Design box, Team work
Fig 21 LBF Brand illustration (2015), Patterns Team work
Fig 26 LBF Brand illustration (2015), The Box, personal footage
Fig 23 LBF Brand illustration (2015), Typography, Team work
BRAND ONION
Fig 27 LBF Brand illustration (2015), Brand onion ,Team work
EXECUTION & PLAN
COMMUNICATION TOOLS
We want to get to really know our consumer and the digital side. We want them to feel educated on our range and brand concept.
Where: Social media: facebook, twitter, instagram LBF website- blog Youtube Private parties How: Through social media – 0-1st month informing posts about the upcoming new brand 1-2nd month informing about new product launch 3 month special promotions 4 month limited edition sets in range 5 month giveaway promotion 6month brand opposition in range and sales LBF website - blog 0-1st information on the website about upcoming product, product displayed 1-2nd launched brand reviews 3 month special deals & promotions on the website 4 month limited edition sets in range collection photoshoot with the youtube stars Youtube 1 month commercial of our product 2-3 month collaboration with the youtube beauty guru as promoting the product 4-5 excited behind the scenes of LBF fragrance creations 6th month - video futtage from events
FIG 34 The Icehouse, (2013), FIG 34 The Icehouse, (2013), Tools Tools
CONSUMER DECISION PROCESS
Message 1.Need recognition The consumer would see our product on Youtube chanel, Facebook posts and share giveaway content. 2.Search for product information The main information would be displayed on the main LBF Website as well as Facebook informational section. 3.Product evaluation The prices would be displayed on the main LBF Website. Comparing to our competitors our price would be the best comparing to the eprice. 4.First of all consumer would hear and see review of our product on youtube. The second stage would be to order the product and try it by itself. 5. Post Purchase use and evaluation In our product we trust as they would be customized by the consumer which is buying. The survey gives to consumer to get what he wants. 6. Disposal of the product We believe in our product and we thin that consumer would share their information with others about the product quality.
The message we hope to give is the fun and playful side to our brand- ‘What’s in your box”- it’s a sense of surprise and trust element The style of it like discussed is minimal yet luxurious
sequence of events 0-1st month informing posts about the upcoming new brand
3rd month special deals & promotions on the website
1-2nd month informing about new product launch
4th month limited edition sets in sales. Collection photoshoot with the Youtube stars
5th month giveaway promotion
6th month video futtage from events on Youtube channel
Final thoughts For future prospects our brand would develop for retail store sales. Now it is quite strong, feminine and modern brand with the touch of luxury. By following all the mentioned media and promotional activity it would reached a good amount of followers. The whole project of the promotional activity stands on online marketing as the main selling point is online store and subscriptions. -Our idea stands from the other brands as technology is playing a huge part in consumer behaviour. We want to aim our product at Generation Y. Young female in other words millennials, have grown up with technology and increasingly live their lives online. That’s why we suggesting the social media, youtube, and magazine promotion as these marketing channels suits the best our targeting consumer. This brand can see a bright future.
List of Illustrations Fig 1 LBF Brand photoshoot 1# (2015) Team work Fig 2LBF Brand advert print (2015) Team work Fig 3 LBF Brand advert print (2015) Team work Fig 4 Joel Smith, (2013), Money [ONLINE]. Available at: http://comprehensivemedia.com/our-blog/how-to-save-more-money-this-year/ [Accessed 28 May 15]. Fig 5 Ariba Khaliq, (2014), Social [ONLINE]. Available at: http:// www.onlymyhealth.com/health-slideshow/myths-about-young-people-andsocial-media-debunked-1407487951.html [Accessed 28 May 15]. Fig 6 Unknown , (2010), Technology [ONLINE]. Available at: http://israel.usembassy.gov/econ2.html [Accessed 11 May 15]. Fig 7 Rebecca Novak, (2014), Phone [ONLINE]. Available at: http://mobileadvertisingwatch.com/wp-content/ uploads/2014/02/AppMachine-Goes-Pro-with-Mobile-App-Building-Platform.jpg [Accessed 20 May 15]. Fig 8 My own picture, (2015), Fragrance Fig 9 LBF Brand photoshoot, (2015), Flowers Team work Fig 10 LBF Brand product design , (2015), Design Team work Fig 11 LBF Brand illustration , (2015), Frozen logo Team work Fig 12 LBF Brand consumer illustration (2015), Lady, My work Fig 13 Randy Wollf, (2015), Survey [ONLINE]. Available at:http://ministrylift.ca/Tips_for_Writing_Excellent_Surveys [Accessed 25 May 15]. Fig 14 LBF Brand illustration (2015), Flowers in bloom Fig 15 guarantypest.com, (2015), Seasons [ONLINE]. Available at: http://www.guarantypest.com/seasonal-advice/ [Accessed 25 May 15]. Fig 17 LBF Brand illustration (2015), Consumer profile,My work Fig 18 LBF Brand illustration (2015), Consumer mood board, My work Fig 19 LBF Brand illustration (2015), Box, Team work Fig 20 LBF Brand illustration (2015), Four, Team work Fig 21 LBF Brand illustration (2015), Patterns Team work Fig 22LBF Brand illustration (2015), Design box, Team work Fig 23 LBF Brand illustration (2015), Typography, Team work Fig 24 LBF Brand illustration (2015), Product, My work Fig 25 LBF Brand illustration (2015), Bottle, My work Fig 26 LBF Brand illustration (2015), The Box, personal footage Fig 27 LBF Brand illustration (2015), Brand onion ,Team work Fig 28 -29 LBF Brand illustration (2015), Advert design , Team work Fig 30LBF Brand illustration (2015), Hexagon design, Team work Fig 31 LBF Brand illustration (2015),Logo, Team work Fig 32 LBF Brand illustration (2015),Color palette, Team work Fig 33 LBF Brand illustration (2015), Mood biards, Team work FIG 34 The Icehouse, (2013), Tools [ONLINE]. Available at: https:// www.theicehouse.co.nz/behind-the-scenes-realstew/ [Accessed 25 May 15].
List of references Rebecca Thomson. (2014). Analysis: Eight trends changing customer experience in retail. Available: http://www.retail-week.com/topics/ policy/analysis-eight-trends-changing-customer-experience-in-retail/5060992.article. Last accessed 20th May 2015. World Future Society. (2011). Forecasts From The Futurist magazine. Available: http://www.wfs.org/Forecasts_From_The_Futurist_Magazine. Last accessed 25th May 2015. Andy Schmitz. (2014). Consumer Behavior: How People Make Buying Decisions. Available: http://2012books.lardbucket.org/books/marketing-principles-v1.0/s06-consumer-behavior-how-people-m.html . Last accessed 22th May 2015. Anne Lise Kjaer . (2015). MACRO TRENDS 2015+. Available: http://kmhassociates.ca/resources/6/MACRO%20TRENDS%202015+.pdf. Last accessed 24th May 2015. Ft Reporters. (2014). Disrupters bring destruction and opportunity. Available: http://www.ft.com/cms/s/2/b9677026-8b6d-11e4-ae73-00144feabdc0.html#slide0. Last accessed 28th May 2015. Unknown . (2014). Post. Available: http://marimontoya.tumblr.com/ post/101093675201/people-never-want-to-be-part-of-the-process-but. Last accessed 21 May 2015. Laura Saunter. (2013). MILLENNIALS: A TRADER GENERATION. Available: https://www.google.lt/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CCwQFjAA&url=http%3A%2F%2Fwww.wgsn. com%2Fen%2Fmicro%2F2013%2FSALESUK%2FWEEKLY10%2FMillennials.pdf&ei=24hxVayMMYa7sQHLvIGYAw&usg=AFQj. Last accessed 20th May 2015. http://www2.deloitte.com/. (2014). http://www2.deloitte.com/content/ dam/Deloitte/ch/Documents/consumer-business/ch-cb-en-global-powersof-luxury-goods-2014.pdf. Available: http://www2.deloitte.com/content/dam/Deloitte/ch/Documents/consumer-business/ch-cb-en-global-powers-of-luxury-goods-2014.pdf. Last accessed 22nd May 2015. Unknown. (2011). Mobile internet use nearing 50%. Available: http:// www.bbc.co.uk/news/technology-14731757. Last accessed 20th May 2015.
Word count: 3007