ROOTS ORIGINS
PROMOTIONAL PLAN
Samantha Harvey, Creative Networks, FASH10106. Samantha Harvey, Rhianna Carnell, Katie Price, Charis Baker Fig 1. Roots Origins Photoshoot (2015)
CONTENTS Introduction Context PEST/SWOT Big Idea Brand Positioning Consumer Photo Diary Creative Concept Brand Wheel Execution and Plan Social Media Summer Festivals Movember Decision Process/Plan Summary Bibliography Appendix
Fig 2. Roots Origins Photoshoot (2015)
Roots Origins is a new and up-coming male’s fragrance and beard-oil. Acting as a beard conditioner, we outset to provide optimum health and benefits to growing and maintaining all types of beard and moustache. Refreshing the market, we aim is to make men feel empowered and revitalised by our fragrance, through building a dependable and trustworthy brand that connects the bearded community. Every consumer should be aware of our ‘Rooted’ heritage and the benefits of our combination.
INTRO
Through our 100% natural and organic product, our objective is to communicate a product that encourages a positive outlook on male skincare, boasting the desire for them to use Roots Origins within their daily facial routine. Furthermore being a versatile year-round product that consumers can rely upon, whilst raising the desire and awareness to maintain health and benefits.
3 Fig 3. Roots Origins Photoshoot (2015)
Fig 4. In Fragrance Heaven by Le Labo (2015)
After research into the consumer and professional skincare market, fragrance manager of House of Fraser stated ‘there is a high demand for beard oils, but no brand has yet to act on this’. This was supported within our primary consumer research with 73% of men stating that they would purchase a beard enhancing product.
to earn the trust and credibility of the consumer, you have to lay everything out rather than keeping things a secret. People fear the worst in the absence of information.’ Therefore with consumers becoming more inquisitive, our primary aim through marketing is too make our brand ingredient orientated. Consequently it becomes second hand nature of the consumers to list the products within Roots Origins, providing the brand with stronger trust qualities.
From our secondary research macro trends Fear of the Unknown. SC Johnson, consumer packaged Goods Company US stated that: ‘If you want
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Political According to Mintel, from 2016-2019 the general fragrance market is expected to see a 2% growth per annum therefore this creates a prime opportunity to launch a new fragrance for men. However with the General Election 2015, David Camron is to propose a rise in taxation. Therefore this places strain upon our luxury product and the fragrance market, seeing it as an unnecessary desire, rather than a necessity. Economical Economically, we are going through a period where consumers are struggling to part with their money, this being due to several components. Factors affecting consumer spending habits include disposable income, taxation, inflation, interest rates, confidence and expectations. Therefore a lot of voters who didn’t vote for The Conservative Party are unconfident about the future, therefore less likely to spend on additional desirable items.
PEST
Social Consumers are becoming increasingly health consciousness, therefore supporting the macro trend ‘Health and Benefits’, Roots Origins has adopted a 100% natural and organic ingredient brand orientation. Supported by a 2012 study on Mintel found that 50,000 consumer’s signatures wanted to know the specific ingredients that they were using on their skin and wanted the companies to disclose all the ingredients on the packaging. This is due to most companies in the modern day only displaying 20 main ingredients out of the 100s that are contained inside. Technological Technology and the social landscape is consistently on the up rise and as consumers we are becoming more accustom to it within our daily life. ‘Social media fulfils a fundamental human need: to communicate. We are social animals. We like to communicate with each other.’ (Digital Marketing Online) Roots Origins actively needs to create an online presence that consumers can engage into, because this marketing utopia is the beginning of a new creative age that our ideal customer is motivated and animated by.
Fig 5. Roots Origins Print Advert (2015)
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Strengths Root Origins strengths is the combination of two products in one. An Ed du Toilette and beard oil, minising time and effort put towards the consumers daily skincare routine. Therefore due to this we capture a larger target market of both the skincare and fragrance industry. The product is made of 100% natural ingredients, therefore complying to health benefits and the Fear of the Unknown. Working together to help build a healthier, more convient future. Furthermore, Primary industry research has shown ‘there is a high demand for beard oils’. Weaknesses Using actual wood for creating the bottle may become contradicting being a health orientated and positive environmental brand, if we are then destroying it. Moreover, the striking, colourful 90’s trend campaign may cause confusion with our year-round natural brand colour palette. Oppotunities Strive to provide more reasons for growing a beard, otherthan just for trend purposes. Oppotunities to work with charities such as Movember, equally health organisations, illustrating the morals and positivity of the brand. Threats The Bearded trend fading out, therefore lack of profitable sales. Equally 100% natural ingredients often disagree’s with sensitive skin, therefore skin allergies. Overpowering to have a perfume on the face, causing headaches or irritable skin.
Fig 6. Roots Origins Print Advert (2015)
BIG IDEA
Fig 8. Fragrance Making Class (2015) Roots Origins is refreshingly unusual as it is a dual combination of both fragrance and beard-oil, which, from primary industry research is the only product on the market that exists which is a 50/50 blend of both products. The product is contained in a hand-crafted, quirky bottle that is multi-functional as it provides a brush to blend the oil into the hair. Equally, combining 100% natural ingredients with benefits of beard and
moustache growth and maintenance, we feel this makes our product unique and stands out completely in the male fragrance and skincare industry. Meanwhile, whilst reviving the beard trend by excluding the conventional ‘hipster lumberjack’ vibe, and replace it with a lavish, classic style. Combing a twist of traditional vintage and modern elements, this will create a timeless brand personality.
12 Fig 7. Graphic Students Sketches (2015)
Roots Origins holds a respectable position in the market because ‘redefining masculinity’ is a key trend that we feel is significant when targeting the male consumer. With gender blurring becoming prominent and women adopting a more masculine attitude and style, this consequently pushes masculine boundaries higher. Assisting this, LSN global 2013 stated that 14% of men said that the empowerment of women was detrimental to their gender. Therefore with Canadian university studies stating men perceived men with beards to have higher social status and commanded more respect, a beard enhancer will provide back the confidence and masculinity they desire. Roots Origins has a firm positioning within the fragrance industry, filling a gap in the market through targeting young adult males with a duo combination product that quickens and advances their daily skincare routine. Our fragrance competitors would be brands such as Rituals, Jo Malone and L’Occtaine as these all also contain organic, natural ingredients with simplistic packaging. Similarly, the same can be found with competitors for skincare such as Lab Series, Kiehls, Man Cave and Neals Yard, all carrying a similar natural brand narrative. Therefore using these brands as a point of inspiration, we are unique because combining both products creates an advantage and exclusive selling point.
13 Fig 9. Brand Positioning Map 2015 (Teamwork)
Fig 10. Consumer Photo Diary (2015)
Fig 11. Consumer Photo Diary (2015)
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appears extremely down-to-earth, taking time to catch up with the latest independent magazines such as ‘Crack’ whilst surrounding himself with the outdoors. Free-spirited, he tended to chill-out whilst listening to music such as ‘The XX’ and ‘Moby’, illustrating the chilled upbeat melodies, echoed within our video promotion advert to refresh the market and phonically stimulate the audience. A Fred Perry bag demonstrates he’s aware of fashion and trends, therefore keen to test and reinvent himself as a person. On his bookshelf he mainly stacked Bill Bryson, a humorous travel writer, consequently exploiting his desire to discover and evolve, these being positioned alongside design and architectural perspectives. Our consumer is keen to commonly check Facebook and Instagram, therefore these are common social media mediums we will use.
Roots Origins targets young male adults, those of which have an aspiration of growing and/or maintaining their beard. Typically aged between 18-28 they tend to comply to a contemporary, quirky style, having a real sense of who they are as a person. Due to research on WGSN, we found that the vintage 90’s trend will be recycled in the forth-coming future, therefore beginning a launch campaign with this edginess, combined with our eccentric consumer style will prove rather successful and captivating. To gain an idea of what my typical consumer habituates themselves around, with consent, I followed around a consumer and created a photo diary that allowed me to gain primary research of modern sources of communication. This consumer
Fig 12/13/14. Consumer Photo Diary (2015)
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Fig 15. In Fragrance Heaven by Le Labo (2015)
The name ‘Roots’ originates from wood being one of the main ingredients of our product. The inspiration for this name also came from the roots of a hair and the connotations of growth and natural elements, linking back to the product benefits of beard growth and maintenance. Whereas ‘Origins’ provides a denotation of originality and new beginning, however connotes to a fresh start and earthy aspects, defining and capturing our brand essence effectively. Building upon our brand identity, we created a beige, brown and cream colour palette to reflect the wooden tones and organic edges. The logo was designed by the graphic students, mimicking
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the cross-surface of a tree trunk cut in half. For artist’s and creative thinkers, personality traits to which our consumers encounter, this presents the opportunity to make poetic associations between the signifier ‘Roots’ and the signified, the logo. ‘The aspects of things that are most important for us are hidden because of their simplicity and familiarity (Wittgenstein 1963) Therefore this could also be interpreted and denoted into an egg cell, showing the beginning of life form and the brand. Utilising this design throughout is important as it is a key feature that provides the most fundamental visible element of the brand, capturing the essence of Roots Origins.
Fig 16. In Fragrance Heaven by Le Labo (2015)
BRAND WHEEL
Our creative concept is distinct because we feel the idea of adding modern digital photography, mixed media painting and sculpted real life ingredients allows for a diverse and distinct outcome. To refresh the market and campaign we accompanied our branded colour scheme with bold and retro colours, inspired by independent indie magazine, Pigeons and Peacocks, which is suited to our typical consumer. Oil painting, reiterating the oil based ingredient of our product, is our big concept as it is a traditional art, consequently making our advertisement a vintage and timeless piece of art. For that reason, juxtaposing this with a digital image will suit our quirky and self-expressed consumer. Our creative concept has been thoroughly devised to hit each aspect of our target consumers profile points. We selected a male model, originally non-bearded to show the realism and aspiration of growing a beard without limiting our target audience. Targeting young adults we used a male in his early 20’s to connect with the consumers gender and age group, illustrating the typical buyer. We then chose to include a digital image to link with the consumer’s interests in photography and technology, as well as oil painting to link to their interests in art and contemporary installations.
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Fig 17. Miss and Mr. Fox, Manuel Fazzini (2015)
Fig 18. Roots Origins Brand Onion 2015
‘The struggle begins when they see many of Execution & Plan
the things that seem routine to the rest of us as ways of devaluing them…If they are too have any significance, their lives must be self-constructed and made significant (Marsh P. and Rosser E. and Harré R.)
with the use of home-made materials.’ 23
Roots Origins printed advertisement uses unique adaptations of physical post-production using mixed media, catering towards the artist essence of the brand. Beginning with a purposely awkward, 90’s style model, we middle parted his hair and used a crisp white shirt to refresh the consumer and utilise upcoming trends according to WGSN. Within Photoshop we raised the yellow and red pigments to create a sepia effect, and intensifying the shadows to craft a warm and timeless mood. When enhancing further, for post-production we painted our logo using oil paint to reflect the oil based ingredients with
the product. To echo our vibrant 90s campaign we incorporated a bold and retro colour palette to create visual contrast and enhancement. Whilst providing a home-made texture of sculpting real leaves, wood and other natural ingredients on top to create a 3D effect. This symbolic production has been created because Willis (1990) discovered that young adults/people feel marginalised by the constructed and typical visions of advertisement, therefore we want to create a refreshing perception that can capture their attention through home-made qualities.
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Fig 19. Root Origins Printed Advert (2015)
Fig 20. Printed Advert Manipulation (2015)
SOCIAL MEDIA consumer read Bill Bryson. Equally this will be littered across primary online channels within social media sites such as our personal website, Facebook page, Instagram and bloggers, supported by our viral taglines ‘Enhancing Beards and confidence’ and #FlashYourTash. This will connect to my target consumer because the viral engagement will bring the bearded community together and create a live experience that they can engage within.
These adverts will be published in magazines such as ‘Pin-up’, a magazine for architectural entertainment and building a bridge between art, fashion and sculpture. Furthermore, ‘Men’s Health’ as this caters towards our aim to enhance health benefits. Finally, if we were to expand nationally ‘Mono. Kultur’ is a German men’s fragrance magazine filled with scratch and sniff applications for those cultural junkies that our consumer aspire to become, especially if my investigated
Fig 21. Roots Origins Print Advert (2015)
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Engraving the message further, our consumers will also experience Roots Origins as a viral video through social media, portraying a message of trust and clarity. The footage carries a primary goal of subsiding ‘The Fear of the Unknown’ and highlighting all the ingredients within our product. Selecting footage that sensationalised our product, we captured freshly squeezed citrus and leaves to represent tobacco as this draws upon our printed advert and paints a picture of who ‘Roots’ are about. In reflection of my Photo Dairy case study, we notice that my consumer is listening to The XX and Moby, therefore to tap into all of my consumer’s interests and habits we researched within the same genre and appropriately selected ‘The XX – Intro’. This is upbeat music that refreshes the market and phonically stimulates the audience, consequently leaving the consumer to feel comfortable in the song selection, however revived and inspirit leaving a positive reflection on the brand.
Fig 22. Roots Origins Website (2015)
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In terms of social media we wanted this video to create viral excitement through the finale ending statement #FlashYourTash, as this connects to our social media fanatic consumers. To encourage excitement we will collaborate with ‘The British Beard and Moustache championships’ held in September. Sponsorship of such an event will build great awareness, already luring in the perfect target audience to which we will then harness a fence of protection around through promotional sales and exclusive information to enable a long-lasting relationship. The aim of the technique will boost the desire of involvement and ultimately gain reputation and sales figures, leading to a successful marketing campaign.
T in the Park is a Scottish event that attracts over 100,000 young adults who escape too devour the freedom and music. Luring them in is headline acts such as Kasabian, Alt-J, The vaccines and Kodaline, all of which are in the indie/rock genre that ‘Roots Origins’ consumers consistently connect towards. Leeds and Reading festival, carrying the same genre and atmosphere, enduring a superior capacity of 75,000 at Leeds and 87,000 at Reading, ultimately providing a mass market approach. Forever expanding, these upbeat, lively festivals are the ideal locations to place a pop-up tent that sells free-samples of the product and other bearded gimmicks. Bearded straws for their consistent consumption of drink, leads to visual awareness when holding drinks up in the crowds and noticing our trademark logo and beard symbol, followed by photographs for Instagram and Facebook because young adults are social media fanatic’s, constantly indulging in their number one source for communication. This would also cater towards females, bringing a new perspective to the brand by enticing them to perhaps take free samples to their friends/boyfriends because women are proven to find cleanliness a strong attraction. Moreover, often festival-goers complain about to the lack of sanity and cleanliness, therefore our product would also serve purpose to those males who need a quick styling morning routine and smelling fresh with our 2 in 1 fragrance and beard-oil.
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Fig 23. T in the Park Photography (2013)
appearance. Consequently this will convey a message of self-expression and duty of health, looking after consumers in their time of need. Therefore once the product has been physically handled and tested, studies have shown they are captured and more likely to purchase and trust us again. Having also been voted the ‘Best Festival Activity Award 2013’ by Uk Festival Awards this proves the active nature and people will be more willing to try new things. Furthermore with headlining act’s such as Ben Howard and Nick Mulvey also support the evidence found from my photographic case study, illustrating the indie atmosphere that my consumer relished.
This Oxfordshire summer festival captures a cohort of individuals, all commuting by their artistic and harmonious comforts. ‘A Place where art, intellectualism and fantastic gastronomy share equal billing with music’ (The Guardian) Defining the interests of our typical purchaser, installing a pop-up tent within Wilderness will draw in the ideal alternative consumer. Although our typical customer is a young adult, some family men equally grow beards, and due to living their wilder lifestyle at this getaway weekend, not being able to shave and relax leads to ‘letting their hair down’, therefore Roots Origins free samples would come in handy to maintaining their
WILDERNESS
33 Fig 24. Wilderness Festical by Andrew Whitton (2014)
THE MOVEMBER FOUNDATION The Movember Foundation is a movement for men’s well-being. This leading global organisation is committed to changing the face of men’s health by raising and investing funds into research and support services. To date the Movember community has raised £346 million and funded over 800 programmes that save and improve the life of men affected by prostate cancer, testicular cancer and mental health problems. This is a primary aim that ‘Roots Origins’ supports in order to cater towards the macro trend, Health and Benefits. Therefore sponsoring the foundation by donating a certain amount of proceeds per bottle sold will not only raise profits but morals of the brand, attracting more customers. In return this will attract an extremely large cohort of aspiring male figures, as the website states ‘To date, 4 million moustaches have been grown worldwide, but we won’t stop growing as long as serious men’s health issues exist’. This is an extremely beneficial organisation to be involved within as regardless of fashion trends, supporting health will always remain consistent, and therefore this reinforces our values of being a timeless brand. Furthermore collaboration generates new context for social media, therefore those who follow #Movember will be likely to come across and/or include #FlashYourTash, enhancing the ability to reach new audiences and profitable sales. However this particular plan is less about the revenue, but more the creation of media noise and charity support.
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Fig 25. The Movember Foundation
DECISION PROCESS Wilderness Festival - 6th - 9th August
AUGUST Leeds Festival - 28th - 30th August
Reading Festival - 28th - 30th August
Social Media Influences (Video’s and adverts released, pushing #FlashYourTash)
SEPTEMBER/OCTOBER
Moustache and Beard Championships UK 13th Sep. The Movember Foundation
NOVEMBER Christmas Sales - continue the bearded craze and success from November Fig 25. The Movember Foundation
In reference to The Online marketing Funnel, I feel this strategic promotion plan will work due to carefully catering towards each aspect. Throughout the summer festivals of 2015 we will build awareness through pop-up stands, beginning to introduce the brand to potential consumers, providing them with a level of consideration through our free small samples. This will then be harnessed through the quality and effectiveness of the brand, making Roots Origins their personal preference. After the summer months, leading up to September, through emails and social media exploitation, the consumers will then be encouraged to take action and involve themselves within ‘The moustache and beard Championships’ due to the enhancement of our products throughout summer. The Roots Origins community will begin to come together and build connections with one another through such social events, forming a sense of loyalty and friendship. Finally advocacy, inflicting a level of support and recommendation through involving themselves in the charity foundation ‘Movember’, not only encouraging bearded men, but providing men with a voice in general, with proceeds going to a delightful cause. The Time line to the right demonstrates each event occuring across the 6 months and the expected ratio of people Roots Origins believe it will capture.
DECEMBER
Continued Social Media, observing results of growth to inspire.
38 Fig 27. Roots Origins 6 Motnh Infographic 2015
Roots Origins is an exciting formula that will positively alter men’s daily lifestyle. As a product we have successfully made the transition of a simple fragrance to developing a distinctive brand that formulates excitement and value to the consumers lifestyle. Refreshing the market, we will make men feel empowered and revitalised by our fragrance, through showcasing our dependable, trustworthy and moral brand that connects the bearded community and more. Every consumer will be aware of our ‘Rooted’ heritage. Fig 28. Roots Origins Photoshoot (2015)
SUMMARY 39
Bibliography Books Crow, D, 2013. Visible Signs, AVA Publishing Wheeler A, 2012. Designing Brand Identity, An essential guide for the whole branding team. Hess, J & Pasztorek, S, 2010. Graphic Design for Fashion, Laurence King Publishing Ltd. Posner. H, 2011. Fashion Marketing, Laurence King. P, Rosa, 2015. Cereal Magazine
In Perfume, The Gaurdian Available at http://www.theguardian. com/sustainable-business/2014/ oct/15/secret-chemicals-perfumecologne-fragrance-scjohnsonlabeling-health-consumer [Accessed 12th May 2015]
Articles Westervelt, Amy 2014. Secret Chemicals In Perfume, The Gaurdian Available at http://www.theguardian. com/sustainable-business/2014/ oct/15/secret-chemicals-perfumecologne-fragrance-scjohnsonlabeling-health-consumer [Accessed 12th May 2015]
P.R Smith & Ze Zook, 2011. Marketing Communications, Integrating offline and online with social media, Kogan Page 5th ed. Available at http://www. digitalmarketingassoc.com/ wp-content/uploads/2012/06/ MarComms_5th-ed-sample_chapter7-MAY-1.pdf [Accessed 13th May 2015]
Mintel Academic 2014, Mens and Womens Fragrances 2014, Mintel Available as http://academic.mintel. com/display/712291/ [Accessed 12th May 2015] Online Journals Cameron, David 2015 Conservative Party Manifesto Available at https://www. conservatives.com/Manifesto [Accessed 11th May 2015] P.R Smith & Ze Zook, 2011. Marketing Communications, Integrating offline and online with social media, Kogan Page 5th ed. Available at http://www. digitalmarketingassoc.com/ wp-content/uploads/2012/06/ MarComms_5th-ed-sample_chapter7-MAY-1.pdf [Accessed 13th May 2015] LGN Global, 2014. The Jobs Economist, Beautiful facts Available at http://www. coleyporterbell.com/wp-content/ uploads/2014/02/beautifulfacts_01_2014.pdf [Accessed 9th May] References S.C. Johnson, 2014, Secret Chemicals
Fig 29. Consumer Photo Diary (2015)
Mintel Academic 2014, Men’s and Women’s Fragrances 2014, Mintel Available as http://academic.mintel. com/display/712291/ [Accessed 12th May 2015]
LGN Global, 2014. The Jobs Economist, Beautiful facts Available at http://www. coleyporterbell.com/wp-content/ uploads/2014/02/beautifulfacts_01_2014.pdf [Accessed 9th May] (Wittergenstein) Crow, D, 2013. Visible Signs, AVA Publishing Available on Chapter 1, Page 24/25. [Accessed 9th May 2015] (Barthes) Crow, D, 2013. Visible Signs, AVA Publishing Available on Chapter 3, page 56/57 [Accessed 8th May 2015] (Marsh p. and Rosser E. and Harre R.) The Rules of Disorder. Crow, D, 2013. Visible Signs, AVA Publishing. Available on Chapter 7, page 136/137 T in the Park, DF Concerts 2013 Available as http://www.tinthepark. com/ [Accessed 15th May] Leeds Festival, 2015 Festical Republic Available at http://www.leedsfestival. com/ [Accessed 15th May] Wilderness Festival, Wilderness
Festival Limited. Available at http://www. wildernessfestival.com/ [Accessed 15th May] Movember Foundation, Reg Charity No. 1137948. Available at http://uk.movember. com/ [Accessed 15th May] Illustrations Fig 1/2/3. Roots Origins Photoshoot 2015 (Artwork as Teamwork) Fig 4. In Fragrance Heaven by Le Labo (2015) In Cereal Magazine 09 Fig 5/6. Root Origins Printed Advert 2015 (Own Work) Fig 7. Graphic Student Sketches 2015 (Own Work) Fig 8. Fragrance Making Class 2015 (Own Work) Fig 9. Brand Positioning Map 2015 (Teamwork) Fig 10/11. Consumer Photo Diary 2015 (Own Work) Fig 12/13/14. Consumer Photo Diary 2015 (Own Work) Fig 15/16. In Fragrance Heaven by Le Labo (2015) In Cereal Magazine 09 Fig 17. Miss and Mr.Fox, illustration by Manuel Fazzini (2015) Fig 18. Root Origins Brand Onion 2015 (Own Work) Fig 19. Root Origins Printed Advert 2015 (Own Work) Fig 20. Printed Advert Manipulation 2015 (Own Work) Fig 21. Root Origins Printed Advert 2015 (Own Work) Fig 22. Roots Origins Website 2015 (Own Work) Fig 23. T in the Park Photography (2013) Fig 24. Wilderness Festival by Andrew Whitton (2014) Fig 25. The Movember Foundation Rules Fig 26. Consumer Photo Diary 2015 (Own Work) Fig 27. Root Origins 6 Month Infographic 2015 (Own Work) Fig 28. Roots Origins Photoshoot 2015 (Artwork as Teamwork) Fig 29. Consumer Photo Diary 2015 (Own Work) Fig 30. Consent Forms 2015 (Own Work) Fig 31. Root Origins Printed Advert.
Fig 30. Consent Forms 2015
ROOTS ORIGINS
PROMOTIONAL PLAN
Word Count; 3,286 Fig 31. Roots Origins Printed Advert 2015