Fragrance Brand Promotional Plan

Page 1

Verde

Brand Promotional Plan


Find Us On www.youtube.com/verde.official

www.instagram.com/verde.official

www.pureverde.com


Contents Page 4 & 5- Introduction Page 6 & 7- Context

Page 8 & 9 - Swot and Pest Page 10 & 11 - Brand Posional Map

Page 12 - Verde’s Target Customers Page 13 - Competitors Page 14 to 25 - Creative Concept - Product and Packaging - Summer Winter - Brand Onion & USP - Promotional Plan - Media Channels Page 26 to 33 - Excution - Campaign - Social Media - Timeline Page 34 & 35 - Summary Page 36 - Illustrations Page 37 - Reffereance


Fig 2 Green Gloves (2016)


Aims and Objectives

What is Verde “A Clean start for cleaning products” – Verde Team (2016) Welcome to the extended promotional for the newly launched brand Verde. A cleaning products range. Our idea behind the brand is to create products made completely environmentally friendly, Child and animal friendly, aesthetically pleasing, attractive, refillable packaging with the use of natural scents and ingredients that appeal the sense of smell. The products are targeted at modern and intelligent group of people, who would appreciate the new take on cleaning products. It is also targeted at young adults who are yet to form brand alliances. The products will be available for purchase in local supermarkets as well as online on their official website. The price will vary depending on the chosen product but it will not exceed £6-8 each. Our main goal is for the consumer to buy the product because of its affordability as well enjoy the benefits of a stylish, displayable product that does the job of cleaning better than any other brand.


Context

More about the brand A study on Mintel ‘A focus on design could boost interest and trading up’. With our reusable packaging idea, we promote the need for environmentally essential products. we aim to create the product with reusable bottles. The first time the customer buys our products, it will be priced higher but there after, they can buy packets with the product and then transfer it the used bottle. This will be more affordable. The fact that customers can buy our products and reuse the bottle, will be both affordable and environmentally beneficial. A study indicated that by 2050, 67% of people would live in cities, which in turn will cause lack of space. This will lead to having lack of space in homes to hide the garish coloured products available in the market right now to be displayed. Hence, people would want to buy cleaning products that are stylish and aesthetically pleasing. Method is a cleaning products brand that is targeted at a high-end market. From our research, we found that 57% of people purchase their cleaning products in Tesco, which is also whopping 6 in 10 people. Unfortunately for Method, in the UK it is only sold in Waitrose. We also found that by ‘2030 the middle class will more than double in size’. (BBC, 2013) Our aim for Verde is to be more accessible to a wide audience by selling our products in all supermarkets. We want it to be approachable for the middle market audience. Through research deeper and wider into the fragrance market, we found that ‘Young adults will be much more environmentally friendly’, which means they will want products that have ingredients that are much more gentle yet tough enough to clean well, without chemicals.


Fig 3 Hands in Pockets (2016)


Swot Strengths

Weakness

- Only cleaning products range that focuses on both environmental and Style

- Very niche concept but because it is targeted at a wider consumer market ( midmarket) this is something that can be changed.

Opportunities

Threats

- Line up of cleaning products range, able to expand to more scents and fragrances in the bottle.

– Consumers are already quite happy with the brands and products that they are already using and hence might not be easy for them to make the change.

- Easier to market to a younger audience as they have not set alliances with any brand yet.


Pest Politically

Economically

- Animal friendly testing

– Increase in sales for the cleaning products industry.

- Environmentally friendly products and packaging. - Environmentally friendly manufactures

- Reusable packaging and hence more sales for the brand as buying a refill packet is a lot cheaper.

Socially

Technological

Targeted at a wide demographic as everyone over the age for 15 buying cleaning products for hygiene purposes

improved manufactural capabilities. Improved digital media communication to target customers which in turn is low cost affective.


Brand Positional Map

Fig 3 Brand Positional Map (2016)



Verde's Target Customers Name : Sudheeksha Rames Age: 20 Occupation: Student at University Where does she shop? - Weekly grossary at Aldi, Clothes from New look and Select Brands she’s inspired by - River Island, Mac Why Verde? - Likes natural products and wants something she can display in her university hall that looks stylish as she doesnt have enough space for all her things at Uni. Fig 4 Sudheeksha Rames (2016)

Name: Pratibha R Age: 45 Occupation: Works for IBM as a Project Manager Where does she shop? Chanel, Illamaqua, Bobby Brown, Waitrose, Morrisons Brands she is inspired by - Whistles, Susan Brown, Zara Why Verde? - Wants something that envirmentally friendly but does the job of cleaning really well. Willing to try something new as it looks like an interesting brand. Fig 5 Pratibha Ragu (2015)


Competititors

Fig 6 Method Campaign (2016)

Fig 7 Method Ingrediants (2016)


Creative Concept

Products & Packaging Verde products are all envirnmentally friendly as mentioned before. The ingredients that go into the bottle is what we are proud to sell as we want it to be a brand that trusted not just because of it’s promotional material but the actual product inside the bottle. This ofcourse will come through usage and word of mouth but we trust our product enough to know that this will not take long. Perfumes and Fragrance is a big part of the gift giving sector but it’s strange that perfumes are bought as gifts when its really personal. From research we gather that gifts sets make 20% of fragrance sales. It’s often linked to romance so going forward, even if it doesnt link to romance, we’d like to add gift packages or gifts baskets full of verde products that can be bought in store as any other verde products. Visual merchedising would play a big role in the sales of these as our plan is for it to be placed right in the front of the store floor to appeal to the customer during christmas or easter time. The cleaning product market at the minture uses packaging that is bright, garish colours, made for homes but doesn’t look nice inside the home, basic fonts and not attractive. Our goal for packaging is to change that completely. Hence our slogan ‘A clean start.’ We aim for the colours on the packaging to be quite nutral and sophesticated. Rise in simolicity and almost use it as an ornament to dress the counter that the products are displayed on. Customers are usually visually attracted to the bottle before going and testing it and having the right packaging is a massive part of brand identity. As shown int he picture ont he right, the bottles will have our identifiable verde logo and the fragrance name. The endges will use colours from our colour pallete for the cleaning range.


Fig 8 Verde Packaging (2016)


Creative Concept

Summer and Winter As a method for more sales and keeping the brand, new and fresh, it would be a great idea to start seasonal products. We are proposing starting much a fresh and citrus scents during the summer time to go along with the season. During the winter time, the scents would a lot more spicy and woody. The packaging will also help communicate the seasonal products with its labels on them. The idea is to have the ingredients that are inside the packaging, outside on the label, alongside the logo. This will be done by photographing flat lays with the ingredients.


Creative Concept

Fig 9 Verde fragrance (2016)

Fig 11 Verde flatlay summer (2016)

Fig 10 Verde scents (2016)


Creative Concept

Brand Union

Fig 12 Brand Onion (2016)


Creative Concept

Brand USP “People don’t buy what you do; they buy why you do it” - Simon Sinek Our unique selling point is the fact that our promotional material uses more males than females. It not very often that we see males promoting cleaning products and as our world is moving forward towards gender equality and a much more modern way of thinking, we thought we ought to have male models promoting our products. It not only gets consumers thinking about it but also touches on sexual appeal for female customers. One of the main USP is the fact that our products are moth stylish and sophisticated, while being environmentally friendly.


Creative Concept

Promotional Plan The main criteria for the campaign was to get our brand message out through the print adverts and promotional platforms/media. Through our research we noticed that the use of men in cleaning products adverts is practically none. Therefore the main aim for the modern brand message that we want to get across, the use of a male model on our campaign is vey important. We aim to continue this with a lot more male models throughout our campaigns. The choice of the model was very important in connoting our sexual equality message out. We wanted someone with a look of older demographic but not too old either. Someone in the mid 20s to signify both sexual equality and introduce the humour narrative. We also noticed that In the cleaning products industry, the campaigns hardly ever used the humour and wit narrative.


Fig 13 bottle (2016)


Creative Concept Fig 13 Sponge (2016)


Creative Concept Fig 14 verde spray (2016)

Fig 15 verde mens campaign (2016)



Fig 16 Verde Print Advert (2016)


Excecution

Social media As Identified before, we want our products to be widely available. Through our research, we noticed that the social media advertisements was lacking. “The benefit of social media is brand exposure, a conversation with existing brand advocates that may draw attract brand neophytes, said Marie Driscoll, CEO and chief consultant at Driscoll Advisors, New York. A trend in fragrance promotions is creating social videos. Apparel and accessory brands such as Givenchy, Burberry, Michael Kors have promoted fragrances through social videos that display the lifestyle associated with a scent. Social media allows marketers to better connect with followers while giving consumers ample opportunity to learn about the products offered. Keeping this in mind we have created an Instagram account, where we want post all our campaign ads, behind the scenes, new ideas, promotional videos etc. It will also be a good idea in the future when the brand gets much more popular to start promoting through Google’s AdSense, so the product video will come up as an ad before watching any YouTube video. Along side this we also created a YouTube channel that currently house our promotional video as well as behind the scenes from the photo-shoot. The goal for the YouTube channel is for it has lots of how to videos on the use for the products. Over the next few months, we would fill it with fun, enjoyable and knowledgably content. This will also help in bringing in more costumers through the wide platform. The YouTube channel also links Methods YouTube channel to illustrate Verde’s competitors.


Excecution

Fig 17 Instagram (2016)

Fig 18 YouTube (2016)


Excecution

Fig 19 Verde Website Screenshot (2016)

Fig 20 Verde Website Phyical (2016)


Excecution

Website We also set up a website called Verdepure, where customers could go shop for the product, know more about what's inside the bottle and all other brand information. It will also include all the brand message and campaigns.


Excecution

Brand and product Launch with new video and social media announcement

May

fresh and citrus scents Launch

Septemeber

July

june Promotional material for summer scents, Videos, Ads, Campaigns

Promotional Material for winter scents

August How to use products, videos uploaded on youtube channel

October the scents would a lot spicier and woody


Excecution

Promotional material for Christmas gift baskets

Novermber

Decemeber Gifts, release of special products with added free gifts

Run competitions on social media to win up ÂŁ50 worth of Verde Products

January

Prepare for the launch of new packaging and brand revamp

March

February Analyse Social media usage and customer interaction

April Send out invites for the revamp of the brand, product and packaging. Launch at the end of the month.


Excecution

Physical Advertisments

Fig 21 Bus Stop Ad (2016)


Excecution

Fig 22 Underground Advert (2016)

Fig 23 Magazine double page spread Ad (2016)


Final Campaigne Excustion

Fig 24 Print Ad two (2016)

Fig 24 Campaign Video (2016)


Final Campaigne Excustion

Summary The print advert that we have released so far is a double page spread that would go into a magazine. The idea behind it was to choose a picture that was humours to anchor our humour narrative, yet communicate the sexiness of a man wanting to clean, to appeal to the women. The title also added to signify the humour narrative with ‘He scrubs up well’, as the model has a literally scrubbing brush, used as a prop to signify a hairbrush. The ad also featured our logo and pap shot of the product, so consumer could identify the advert with the product. The copy on the print is on the right side of the page by itself so it doesn’t distract the attention from the photograph. The copy states the ingredients that the products are made out of and indicate that it is environmentally friendly. Alongside the print advert we also created a promotional video. This is inspired by stop motion videos. We wanted the video to communicate more about the ingredients in the products rather than the brand message with the equality campaign. We wanted our consumer to know more about the natural ingredients that the products are made with to also anchor the fact that they are environmentally friendly with reusable packaging.


Illustrations Fig 1 Tittle (2016) teamwork. photoshoot Fig 2 Green Gloves (2016) teamwork. photoshoot Fig 3 Hands in Pockets (2016) teamwork. photoshoot Fig 4 Brand Positional Map (2016) own work Fig 5 Sudheeksha Ramesh (2016) [Online] www.facebook.com .com {Accsessed on 28th May 2016} Fig 6 Pratibha Ragu (2015) [Online] www.facebook.com .com {Accsessed on 29th May 2016} Fig 7 Method Campaign (2016) [Online] www.methodproducts.com {Accsessed on 31th May 2016} Fig 8 Method Ingrediants (2016) [Online]www.methodproducts.com {Accsessed on 31th May 2016} Fig 9 Verde Packaging (2016) teamwork. photoshoot Fig 10 Verde fragrance (2016) teamwork. photoshoot Fig 11 Verde scents (2016) teamwork. photoshoot Fig 12 Verde flatlay summer (2016) teamwork. photoshoot Fig 13 Sponge (2016) teamwork. photoshoot Fig 14 verde spray (2016) teamwork. photoshoot Fig 15 verde mens campaign (2016) teamwork. photoshoot Fig 16 Verde Print Advert (2016) teamwork. photoshoot Fig 17 Instagram (2016) [Online] www.instagram.com/verde.official {Accsessed on 5th May 2016} Fig 18 YouTube (2016) [Online] www.instagram.com/verde.official {Accsessed on 5th May 2016} Fig 19 Verde Website Screenshot (2016) [Online] www.purever.com {Accsessed on 5th May 2016} Fig 20 Verde Website Phyical (2016) [Online] www.purever.com {Accsessed on 5th May 2016} Fig 21 Bus Stop Ad (2016) teamwork. photoshoot Fig 22 Underground Advert (2016) teamwork. photoshoot Fig 23 Magazine double page spread Ad (2016) teamwork. photoshoot Fig 24 Print Ad two (2016) teamwork. photoshoot Fig 24 Campaign Video (2016) teamwork. photoshoot


Reference “A Clean start for cleaning products” – Verde Team (2016) Yueh, L. (2013) The rise of the global middle class. Available at: http://www.bbc.co.uk/news/ business-22956470 (Accessed: 3 June 2016). Anon. World’s population increasingly urban with more than half living in urban areas (2010) Available at: http://www.un.org/en/development/desa/news/population/world-urbanization-prospects-2014.html (Accessed: 3 June 2016). Anon. UK retail briefing - consumer market research report - company profiles - market trends - February 2015 (2009) Available at: http://store.mintel.com/uk-retail-briefing-february-2015 (Accessed: 3 June 2016). Reserved, A.R. (2014) People don’t buy what you do, they buy why you do it. Available at: http://www. varchannelmarketing.com/people-dont-buy-what-you-do-they-buy-why-you-do-it (Accessed: 3 June 2016).

Bibliography King, J. (2013) Social media helps elevate digital fragrance campaigns - luxury daily - Internet. Available at: http://www.luxurydaily.com/social-media-allows-brands-to-elevate-the-auras-of-its-fragrances/ (Accessed: 3 June 2016). Young, C. (no date) Quote of the day. Available at: http://www.forbes.com/forbes/welcome/#910470064703 (Accessed: 3 June 2016).

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Sanjana Ragu Brand Promotional Plan N0613708 FASH10106 Task 4


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