kalon promotional plan 1 7/ 1 8
@kalon @kalon @kalon @kalon
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CHANGE OF DESIGN Following up from the Task 3 presentation and feedback, I decided to make changes in the brand’s design. While the base idea is still the same, I have changed the brand name and logo as the old name ‘PerfPod’ was too literal and incorporating the terms ‘Perfume’ and ‘Pod’ in the name limits the products the brand could come up with. I have changed the advert as I felt it wasn’t an accurate representation of the brand. I have further improved on other areas like the colour palette and the packaging as I felt they conflicted with the overall tone of voice.
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10 CREATIVE CONCEPT
8 INTRODUCTION
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BRAND IDENTITY
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BRAND MODEL AND USP
26 PRINT AD
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PEST & SWOT
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CONSUMER
28 MEDIA CHANNELS
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COMMUNICATION TOOLS
SUMMER CAMPAIGN
38 WINTER CAMPAIGN
SUMMARY
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PROMOTIONAL TIMELINE
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APPENDICES
CREATIVE CONCEPT
INTRODUCTION “Products are made in the factory, but brands are created in the mind” - Walter Landor
This report is intended to further develop and explore the brand Kalon and create a successful 12 month promotional plan with the help of a variety of communication tools and visuals. Our brand aims to introduce a new delivery system in the market for fragrances and re-enforce the main purpose of perfume which is the scent and not the bottle. The word ‘Kalon’ is an Ancient Greek word and it means ‘beauty that is more than skin deep’. The key insights we decided to develop our brand was on spreading ethical awareness and generating the need for social responsibility. We also found that there is an increase in the number of consumers demanding regulation transparency on ingredients as a 2015 survey revealed ‘consumers would pay more for socially responsible products – 66% would pay more for products/services from companies committed to positive social and environmental impact, up from 50% in 2013.’ (WGSN 2016). 40% Consumers have also shown most in interest in niche fragrances with natural ingredients (Mintel, 2016)
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Fig 1. Sylvan Dieckmann (2008)
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Fig 2. Moodboard, Creative Concept, Own Work (2017)
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CO N C E P T “To think creatively, we must be able to look afresh at what we normally take for granted.� – George Kneller
The base concept of Kalon is to combine fragrance with technology to create a unique product that benefits the environment as well as the consumer. Whether it is manufacturing plastic and glass or recycling it, both processes generate a huge amount of waste and require a large amount of energy. Putting the environment before human needs is now a necessity. This is where Kalon comes in. In the fragrance industry, we can do our small part to reduce the carbon footprint and inspire others to follow suit. We will re-purpose antique glass containers into modern designs. The dissoluble capsules will go in this container. The consumer will be required to assemble the parts as the capsule will first go inside the container and then the tube and nozzle will be inserted. The tube will poke a hole in the capsule which will dissolve within a few seconds. Therefore, all the consumer has to do is make the initial purchase of the container and thereon keep buying the pods to refill. In perfumery, most of the money goes in packaging and very little in the actual product. The capsules will ensure the customers get the best price for their money. All products will be unisex. The product aspires to be natural and organic and will dominantly contain green and water notes.
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BRAND IDENTITY “A brand is no longer what we tell the consumer it is -- it is what consumers tell each other it is.” – Scott Cook
Our brands core ethos is reflected in the simplistic yet modern design. Our logo is a simple, geometric pineapple to emphasis what’s inside is most important and also to reflect the organic nature of the brand. Packaging is kept minimal with traditional brown boxes stamped with the logo. It gives a raw sense of authenticity to our products.
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Kalon Fig. 3 Kalon logo, Own work (2017)
Fig 4. Kalon box mockup, Own work (2017)
Fig 5. Kalon pods mockup, Own work (2017)
Fig. 6 Kalon perfume bottle mockup, Own work (2017)
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PHYSIQUE
PERSONALITY
Authentic Simple Futuristic
Trustworthy Sincere Aspirational Innovative
RELATIONSHIP
CULTURE
Progressive Bold Positive Adapt
Experimental Organic Quality
REFLECTION
SELF IMAGE
Urbane Enviromental Intrepid
Cosmopolitan Integrity Intellectual
Fig 7. Kalon brand identity prism, Own work (2017)
ORGANIC
MAINSTREAM
NICHE
SYNTHETIC
Fig 8. Kalon perceptual map, Own work (2017)
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BR AND MODELS & USP “Consumers are most likely to engage with a brand whose values they respect and connect with.” - Martin Butler
Following the growing trend of niche fragrance, we use high-quality ingredients to create products that can lay claim to “authenticity”; at a time when much of the mainstream perfume offer seems to be stagnating (WGSN, 2015). We hope to create a strong relationship with the consumer so they ultimately choose to pay what we stand for, rather than the products itself. We also seek to balance the triple bottom line in our brand - people, planet and profit (Posner, 2015). Since dissoluble pods is a new concept, we don’t have direct competitors for our products. Our closest competitors would be brands offering similar products that are organic and are at value prices.
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P E S T & S W O T A N A LY S I S “People don’t buy what you do, they buy why you do it.” – Simon Sinek
I also found it important to include a PEST and SWOT analysis of the brand to ensure that we have got our marketing research right and can make well informed decisions while promoting our brand.
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P
E
Political instability in the UK due to Brexit affeting businesses
Weakness of sterling agaisnt dollar
Illegal to sell products tested on animals (Europian comission)
S Increasing awareness on variety of beauty products due to YouTube, bloggers, etc Increasing demand on transperency on manufacturing process and ethical products
Counterfeit - Batch of new fake one pound calready out after release of 1 month
T More companies focused on using technology to make best out of waste. Example- M&S and Keracol Limited: Natural skincare range using waste products of grapes
Fig 9. Kalon brand PEST, Own work (2017)
S
W
Introducing new technology in the market
Consumers might be skeptical to stray away from traditoinal fragrance application
Low product cost due to minimal packaging Eniromental friendly High product qualtiy
Might value bottle more than actual scent Refilling pods might get tedious and boring
Can cater to a wide consumer base
O
T
Can expand to a wide range of skincare
Other bigger companies could copy same technology
Collaborate with other market sectors using dissovable pod technology
Consumers might not bother buying the pods for refil after initial purchase
Fig 10. SWOT, Own work (2017)
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TA R G E T CO N S U M E R S “Don’t find customers for your products, find products for your customers.” - Seth Godin
Kalon aims to be a customer centric company rather than a product centric one. Hence it is important for us to understand the motivation and mind set of every current and potential consumer. Consumer segmentation has helped me identify 3 main consumer groups for Kalon. We will follow the loyalty loop model to engage our customers and build strong relationships.
EVALUATE
LOYALTY CONSIDER
ADVOCATE
Loyalty Loop PURCHASE
POST PURCHASE EXPERIENCE
Fig 11. Loyalty loop, Own work (2017)
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CONSUMER 1
Fig 12. Cuts & Lies blog (2017)
Age 22 - 35, Female / Male “The Worker” Kalon’s primary consumer is the working woman or man and falls under HEIDIs and/ or DINKYs demographic (Posner 2015). They like to stay on top of trends and have a decent amount of income so they can afford to splurge. They are also trying to lead a healthier and more responsible lifestyle. They regularly read the news so they understand how important it is to do their part for the environment.
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CONSUMER 2
Fig 13. Leva, Career Girl Daily blog (2015)
Age 16 - 21, Female / Male “The Student” Kalon’s secondary consumer is a student and is highly invested in social media. This consumer likes standing out from the crowd and at the same time believes in purchasing ethically sourced products. Most have also just moved out of home and are exploring and developing loyalty towards new brands which they would carry out for a long time in their life.
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CONSUMER 3
Fig 14. Belle and Bunty blog (2016)
35 - 55, Female / Male “The Parent” Kalon’s tertiary consumer is at the pinnacle of their careers and have just started a family or already have children. Since they have a full house they are looking to reduce clutter and make the best use of space they have. This consumer might also pass on their own brand preferences to their children. They are always keen on trying out the latest trends and are trying to keep up with the changing times.
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MEDIA DIARY
Weekdays 6,30 am Wakes up and mediates for 30 minutes 7 am Goes for a quick run along with their dog 7.45 am Gets ready while listening to a personalized playlist on spotify, eats a fruit and yogurt parfait for breakfast, checks social media and email 8.30 am Heads to work If commuting, checks the news on the BBC news app If driving, listens to news on radio 12 pm Eats a quinoa salad for lunch while reading an independent magazine 5 pm Heads home, checks social media and listens to music on the way 7 pm Opens Pinterest and checks recipes for dinner, makes a new board for next holiday, drinks red wine 8 pm Watches a foreign movie while eating 10 pm Follows a night time routine religiously and takes a relaxing bath 11pm Heads to bed, gives all social media platforms one last check, uses a diffuser and listens to sleep music to help fall asleep quicker
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Fig 15. Moodboard, Weekdays Media Diary, Own work (2017)
Weekends 9 am Wakes up, mediates, lazes around in bed for sometime, checks social media 11am Heads for brunch to meet family at a trendy restaurant 2 pm Runs errands, goes shopping, picks up groceries for the week like pasta and fruits, naps, catches up on netflix shows like house of cards 7 pm Showers and gets ready to meet friends at a bar opening 1am Comes back home, removes make up and goes to bed
Fig 16. Moodboard, Weekends Media Diary, Own work (2017)
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EXECUTION & PLAN
PRINT AD “What really decides consumers to buy or not to buy is the content of your advertising, not its form.� -David Ogilvy
As a brand, we choose to keep our advertising minimal. Rather than ambushing consumers with our products, we aim to give them the wonderful experience of discovering our products. Our adverts would be subtle and would nudge the consumer to reach out to the product. The print ad has the top half of the logo recurring in it. This is also inspired by the classic adidas adverts. One of the geometric pineapple leaves has the dissoluble pods as the texture. This conveys what the ultimate product is but also leaves the customer curious. There is also a QR code and the website url consumers can look up to find out more.
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Revolutionizing Skincare To find out more contact us on https://www.kalon.com
Kalon
Fig 17. Kalon advert, Own work (2017)
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MEDIA CHANNELS “Social media is about the people. Not about your business. Provide for the people and the people will provide for you.” – Matt Goulart
Our primary aim is to cover wide range of media - owned, paid, earned and social media. It’s important to use a mix of traditional and digital platforms to ensure maximum reach to consumers.
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Fig 18. Kalon outside media mockup, Own work (2017)
Fig 19. Kalon print ad mock up, Own work (2017)
Fig 20. Kalon tube advert mockup, Own work (2017)
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DIGITAL
More and more consumers increasingly feel entitled to multiple brand access points, particularly the ability to explore behind the scenes (Cope & Maloney), hence we would use social media platforms like Facebook, Instagram and Snapchat to help our consumer understand our brand better. It has been found that 88% of CEOs said “getting closer to customers� was the top priority for their business over the next five years (ibm global ceo study) Twitter would be the best tool to communicate and interact directly and build a stronger relationship with our consumer base.
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Fig 21. Kalon facebook page mock up, Own work (2017)
Fig 22. Kalon twitter page mockup, Own work (2017)
Fig 23. Kalon website mock up, Own work (2017)
Fig 24. Kalon instagram mock up, Own work (2017)
EXPERIENTIAL
To ensure maximum reach, we will also have pop up stores during the summer. They’re fun and give a sense of exclusivity. Having them in several festivals in the UK all through summer would work out the best for the brand as fragrance and other skincare products are essential there. We will also have a minimal menu of fresh drinks and snacks inspired by the products to give the consumers a unique experience.
Fig 25. Hubert (n.d.)
Fig 26. Kalon drink mock up, Own work (2017)
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TRANSIT
Commuting platforms like the tube, buses, etc., would be an important touch point with the consumers. The large scale of the adverts would also easily grab their attention. The tube would also covers a wide mix of people as it has up to 5 million passenger journeys per day. To make this interesting, I decided I would use a range of images of the brand process set up in the tube tunnels that would appear to move/look animated as the train whizzes past hundreds of images like a flip book. This would also be a cool upload on social media for consumers hence making them more curious about the brand.
Fig 27. Kelly Cassel (2012)
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MAIL DROP
Apart from print adverts in zines, etc., we will collaborate with asos to send promotional kalon samples in the mail drop package. This will ensure us a vast reach to a huge range of consumers as asos currently has more than 14 million active customers worldwide.
Fig 27. Chris Ratcliffe (n.d.)
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IN STORE
While our packaging will be minimal, we still want to give the customer something they can keep as a souvenir. We will give customers scented swing tags that would smell like the latest kalon product. They could hand this up and enjoy the scent which could make them feel they’re getting more for their money.
Fig 28. Swing tags mock up, Own work (2017)
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MOTION
We also plan on harnessing the force of bloggers and other third party recommendations as people are most likely to believe that a product is desirable if they are told so by a trusted or liked individual or publication rather than viewing a similar message directly by the product manufacturer (Cope & Maloney). Apart from that, releasing a short film about the manufacturing process and the new technology we are incorporating in our products would also help the consumer make a more informed decision.
Fig 29. Samantha Maria YouTube example (2017)
Fig 30. Kathleen Lights YouTube example (2017)
Fig 31. Atina Filmes (n.d.)
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S U M M E R C A M PA I G N “People do not buy goods and services. They buy relations, stories and magic.� - Seth Godin
During summer, our customers would want to kick back and enjoy or take a vacation. To accommodate that, we will release a range of limited edition fragrances which would be travel size. We would also incorporate fresh, fruity scents in our products. Along with the fragrance, we would also be launching a body wash and hair care products as summer time brings peak requirement for these products. The pop up stores in festivals should also generate a huge amount of sales.
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Fig 32. Moodboard, Summer campaign, Own work (2017)
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Fig 33. Moodboard, Winter campaign, Own work (2017)
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W I N T E R C A M PA I G N “Make a customer, not a sale.� - Katherine Barchetti
We would start the winter promotions by releasing a Christmas campaign. We will be incorporating herby and Christmas related scents like gingerbread and candy cane for the Christmas limited range of fragrances. We will also launch a line of lotions as around this time its a necessity. Winter brings along gifting season, which would be a very important time for us. We will encourage our current customers to buy holiday gift boxes as this would help spread the existence of the brand even further. We could also organize blogger give away with our products. We will give our existing customers free promotional pods of their choosing during this festive time.
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PROMOTIONAL TIMELINE
JA N
Start advertising the brand on billboards and magazines Promote the brand launch on social media
Press release
Send out samples to top customer for their opinion on the summer range Release a short film about the product Have a special Easter hunt event in Covent Garden in London
MARCH
Samples handed out to third party influencers
Father’s day discount on website
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JUNE
M AY
Have pop up stores in festivals and exhibitions with a snapchat filter
Persuade consumers to buy product by rolling out further promotional campaigns Continue the post launch buzz with a publicity stunt in London Mother’s day discount on website
APRIL
Live feed on website with pre order available worldwide
FEB
Launch event at The Hellenic Centre in London
Launch summer campaign Introduce worldwide free delivery on orders over £50 on website
Start planning the winter campaign
SEP
Asos collab
OCT
Limited edition Christmas fragrance and new range of products
Promote products in freshers fair in universities
Start planning store opening
Launch the Christmas campaign Graphic designer collaboration for Christmas packaging
Top 5 contestants win vouchers
AUG
J U LY
Clear out the last of the summer stock
Contest on social media - design/ draw on your fragrance bottle and put up pictures on social media with hashtag #mykalon
Teaser image outside new store renovation
NOV
Promote the Christmas collection by releasing videos of the design process and other behind the scenes Black Friday sale on website
Announce an influential creative independent as brand ambassador Further Christmas collection promotions
DEC
Store launch event
Launch New Year’s message after Christmas
Fig 34. Kalon promotional timeline, Own work, (2017)
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CO N C L U S I O N “We need to stop interrupting what people are interested in and be what people are interested in.� –Craig Davis
While out brand brings a new concept in the market, we aim to get our message across clearly to the consumers through a variety of exciting methods. With the 12 month promotional strategy devised for our brand, we will make our place secure a loyal consumer base.
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Fig 35. Laura Berman (n.d.)
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L I S T O F I L L U S T R AT I O N S Cover and back page Vladimir Efimov, untitled (n.d.) Page 6 - 7 Ronan & Erwan Bouroullec, Bouroullec painting (2015) Page 24 - 25 Pataki tiles studio, untitled, (n.d) Fig 1. Sylvan Dieckmann, untitled (2008) Fig 2. Moodboard, Creative Concept, Own work (2017) Fig 3. Kalon logo, Own work (2017) Fig 4. Kalon box mockup, Own work (2017) Fig 5. Kalon pods mockup, Own work (2017) Fig 6. Kalon perfume bottle mockup, Own work (2017) Fig 7. J.N Kapferer’s Brand Identity Prism, Own work (2017) Fig 8. Perceptual map, Own work (2017) Fig 9. PEST, Own work (2017) Fig 10. SWOT, Own work (2017) Fig 11. Loyalty Loop, Doctorined from McKinsey, Own work (2017) Fig 12. Cuts and lies blog, untitlted, (n.d.) Fig 13. Leva, Career Girl Daily blog, (2015) Fig 14. Belle and Bunty blog, untitled, (n.d.) Fig 15. Moodboard, Weekdays Media Diary, Own work (2017) Fig 16. Moodboard, Weekends Media Diary, Own work (2017) Fig 17. Kalon advert, Own work (2017) Fig 18. Kalon outside media mock up, Own work (2017) Fig 19. Kalon print ad mockup, Own work (2017) Fig 20. Kalon tube advert mockup, Own work (2017) Fig 21. Kalon facebook page mockup, Own work (2017) Fig 22. Kalon twitter page mockup, Own work (2017) Fig 23. Kalon website mockup, Own work (2017) Fig 24. Kalon instagram page mockup, Own work (2017) Fig 25. Hubert, untitled, (n.d.) 44
Fig 26. Kalon inspired drink mockup, Own work (2017) Fig 27. Kelly Cassel, untitled, (2012) Fig 28. Kalon swing tags mockup, Own work (2017) Fig 29. Samantha Maria YouTube example (2017) Fig 30. Kathleen Lights YouTube example (2017) Fig 31. Atina Filmes, untitled, (n.d.) Fig 32. Moodboard, Summer campaign, Own work (2017) Fig 33. Moodboard, Winter campaign, Own work (2017) Fig 34. Kalon promotional timeline, Own work, (2017) Fig 35. Laura Berman, untitled, (n.d.)
LIST OF REFERENCES Posner, Harriet, Scott Williams, and Harriet Posner. Marketing Fashion, Second Edition. 1st ed. London: Laurence King Publishing, 2015. Print. Cope, Jon, and Dennis Maloney. Fashion Promotion In Practice. 1st ed. Print. WGSN/Bell, A. (2016) Activism: The New Frontier. [online] Available at: https://www.wgsn.com/content/board_viewer/#/68486/ page/1 “Soap, Bath And Shower Products - UK - February 2017 - Market Research Report”. Academic.mintel.com. N.p., 2017. Web. 29 May 2017. Matters, Transport. “London Underground”. Transport for London. N.p., 2017. Web. 29 May 2017. “Asos Raises Full-Year Sales Forecast After Strong First Half”. CNBC. N.p., 2017. Web. 29 May 2017.
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BIBLIOGR APHY BOOKS
Posner, Harriet, Scott Williams, and Harriet Posner. Marketing Fashion, Second Edition. 1st ed. London: Laurence King Publishing, 2015. Print.
“8 More Brands You Think Are Eco Friendly, But Aren’t - Eluxe Magazine”. Eluxe Magazine. N.p., 2017. Web. 29 May 2017.
Cope, Jon, and Dennis Maloney. Fashion Promotion In Practice. 1st ed. Print. Wheeler, Alina. Designing Brand Identity. 1st ed. Hoboken, N.J.: John Wiley & Sons, 2013. Print. Wheeler, Alina, and Joel Katz. Brand Atlas. 1st ed. Hoboken, New Jersey: Wiley, 2011. Print. Ingledew, John. The A-Z Of Visual Ideas. 1st ed. London: L. King Publishing, 2014. Print.
“18 Free Outdoor Advertisment Branding Mockup PSD Files”. Designbolts.com. N.p., 2017. Web. 29 May 2017.
WEBSITES
Cook, Karla. “15 Creative Examples Of Branded PopUp Shops”. Blog.hubspot.com. N.p., 2017. Web. 29 May 2017.
“75 Quotes To Inspire Marketing Greatness”. Business. linkedin.com. N.p., 2017. Web. 29 May 2017. Kolowich, Lindsay. “15 Brilliant Examples Of Holiday Marketing Campaigns”. Blog.hubspot.com. N.p., 2017. Web. 29 May 2017. “Launch Like Steve Jobs: 7 Ways To Build Buzz For Your Next Product Launch”. N.p., 2017. Web. 29 May 2017.
“Black Ipad In Hand Mockup | Mockupworld”. MockupWorld. N.p., 2017. Web. 29 May 2017.
“Ecotip: Glass - What’s The Environmental Impact?”. TreeHugger. N.p., 2017. Web. 29 May 2017. “Forbes Welcome”. Forbes.com. N.p., 2017. Web. 29 May 2017. generator, QR, and QR Guide. “Design QR Code Generator - Free”. Unitag. N.p., 2017. Web. 29 May 2017.
May, Tom. “Free PSD Template Helps You Design For Twitter On Ios 7”. Creative Bloq. N.p., 2017. Web. 29 May 2017.
“How To Develop A Creative Concept | The Health Compass”. Thehealthcompass.org. N.p., 2017. Web. 29 May 2017.
“Meet Ooho!, The Edible, Plastic-Free Water Bottle”. Discovery. N.p., 2017. Web. 29 May 2017.
“How To Start A Fragrance Line”. Smallbusiness. chron.com. N.p., 2017. Web. 29 May 2017.
Moraes, Meaghan. “11 Tips To Help Improve Your Brand’s Communication Strategy”. Blog.hubspot.com. N.p., 2017. Web. 29 May 2017.
Graphic Burger. N.p., 2017. Web. 29 May 2017.
Senter, Sharron. “12-Month Marketing Calendar That Boost Sales”. PowerHomeBiz.com. N.p., 2017. Web. 29 May 2017. “These Small Beauty Brands Are Game Changers”. Refinery29.com. N.p., 2017. Web. 29 May 2017. W., Chrissy, and Emily Pope. “How The Loyalty Loop Is Replacing The Marketing Funnel”. GA Blog. N.p., 2017. Web. 29 May 2017. “What Is Branding? Defining Logo, Brand Identity, And Brand”. Visible Logic. N.p., 2017. Web. 29 May 2017. “Huge Plastic Waste Footprint Revealed - BBC News”. BBC News. N.p., 2017. Web. 29 May 2017.
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“Aesop Tells Tale In Unique Way”. South China Morning Post. N.p., 2017. Web. 29 May 2017.
“20 Fragrance-Themed Retail Innovations”. TrendHunter.com. N.p., 2017. Web. 29 May 2017. “Complementary And Alternative Medicine - UK - December 2015: Overview”. Academic.mintel.com. N.p., 2017. Web. 29 May 2017. Cook, Karla. “15 Creative Examples Of Branded PopUp Shops”. Blog.hubspot.com. N.p., 2017. Web. 29 May 2017. “Fragrances - UK - August 2016: Overview”. Academic. mintel.com. N.p., 2017. Web. 29 May 2017. “Pitti Fragranze 2016 – Products & Packaging”. Wgsn. com. N.p., 2016. Web. 29 May 2017.
“Pop-Up Stores Become More Than Just A Trend”. Retailtouchpoints.com. N.p., 2017. Web. 29 May 2017. “Skincare Concepts - 2016”. Wgsn.com. N.p., 2016. Web. 29 May 2017. “Soap, Bath And Shower Products - UK - February 2017: Overview”. Academic.mintel.com. N.p., 2017. Web. 29 May 2017. “The Beauty Buzz: The Influence Of Niche Fragrance”. Wgsn.com. N.p., 2017. Web. 29 May 2017. “The DIY Guide To Launching And Marketing Your First Pop-Up Shop – Shopify”. Retail Marketing Blog Retail News, Trends, Store Tips, and More by Shopify. N.p., 2017. Web. 29 May 2017. “The Top 8 Fragrance Industry Blogs To Follow – Our Prefumers’ Picks”. Alpha Aromatics. N.p., 2017. Web. 29 May 2017.
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APPENDIX A Primary Sources Inital survey done at the beginning of the fragrance brief which was used to develop the idea
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APPENDIX A Primary Sources Consumer questionnaire
1.What do you look for in a fragrance? Something that’s going to last, in the sense that I’ll get years of wear out of & something that doesn’t have to be topped up every couple of hours. Also that has reasonable pricing 2.What puts you off when buying a fragrance? Sometimes the sales assistants are a bit too much for me. Exotic heavy packaging sometimes is a definite no go for me. 3.Are ethical and eco-friendly fragrances important to you? I’ve never really thought about them, or even heard of any. But it’s definitely something that I would try. 4.Does it bother you that most of what you pay for in a fragrance is the bottle & packaging? Yes, big bulky bottles are so unnecessary. Daisy by Marc Jacobs is far too cumbersome to bring on any outing. Except I do like when the packing looks quite appealing. 5.What are your thoughts about a fragrance capsule? Well I’ve never heard of such a thing, but I’m open to trying new things
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APPENDIX B Secondary Sources
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shivani agarwal n0714247 fash10106 creative networks fashion communication & promotion