BLINK MORE THAN DESIGN, JUST LESS THAN SCIENCE
Current visible manufacturers: 1. ZAGGORA 2. DELFIN SPA
no va to rs Ea rly A do Ea pt er rly s M aj o La rit y te M aj o rit La y gg ar ds
MARKET MATURITY
In
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2.5%
13.5%
x
MARKET MATURITY
34%
34%
16%
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MARKET LEADER
Products: HOT PANTS FLARES NUDE HOTPANTS CAPRI FLARES
MARKET LEADER
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MARKET LEADER
No tangible science or tech behind the product or material. Case study offers credibility to product.
MARKET LEADER
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MARKET LEADER
Added value. Pretty man trainer Workouts Target insentives (poorly executed)
MARKET LEADER
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MARKET LEADER
APP - Not in existence, random proposition. Appears to be a ploy to get customer details.
MARKET LEADER
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MARKET LEADER
Social Media Facebook | 153,373 Fans Twitter | 7,599 followers
MARKET LEADER
BLINK CONSUMER PROPOSITION
NEOTONE
DIET
EXCERCISE
MEASUREMENT
CONSUMER
SHORTS
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SHORTS
DESIGN MATERIAL CUT SIZING
NEOTONE
CREDIBLE AUTHENTIC SCIENCE IR BLOCKER NEOPRENE COMPRESSION CELLULITE + DERMAL
CONSUMER PROPOSITION
SHORTS
CASE STUDY PHOTOGRAPHIC TESTIMONIALS SPOT FAT TESTING
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NUTRITION VALUE ADD PROPOSITION, THROUGH GUIDED DIET PLAN FORMULATED BY DIETICIAN. BASIC LOW CARB DIET, USED IN CONJUNCTION WITH NEOTONE SHORTS WILL YIELD BETTER SHORT TERM RESULTS. Use of a diet plan will increase positive consumer reaction and reccomendation. Decrease ‘doubters’ or complaint problems. Advising that shorts are most effective when used in conjunction with guided diet and excerise plan.
CONSUMER PROPOSITION
DIET
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EXCERSICE VALUE ADD PROPOSITION, THROUGH GUIDED EXCERCISE PLAN FORMULATED BY PROFFESIONAL INSTRUCTOR. BASIC LOW IMPACT EXCERSISE REGIME SPECIFICALLY DESIGNED FOR TONING AND SHAPING THIGHS + BUMS Use of a excercise plan will increase positive consumer reaction and reccomendation. Decrease ‘doubters’ or complaint problems. Advising that shorts are most effective when used in conjunction with guided diet and excerise plan.
CONSUMER PROPOSITION
EXCERSISE
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MEASUREMENT MOBILE APP MEASUREMENT CONSUMERS CAN INTERACT WITH THE WEB APP, ENTERING PROGRESS DATA. Look at reward manipilations and emotional encouragement / targets. Data can be used to support PR & Marketing activities
CONSUMER PROPOSITION
MEASUREMENT
BLINK Stage One – Set up phase Months one to six Case study recruitment – Recruit up to 30 case studies to trial the product with before and after assessments relating to weight loss. Cellulite appearance is a secondary factor but will be monitored. Complete full market analysis / size of the opportunity. Collate clinical data / talk to experts. Identify brand ambassadors – Source and approach professionals to endorse the brand. Medical experts to advise on the science. Nutritional experts to advise on diet and nutrition and design a healthy eating plan. Exercise and fitness experts to create a simple yet effective daily exercise regime to follow. Celebrity Endorsement – Identify and approach celebrities who can trial the product and are willing to talk to the media / be photographed with the product. Complete costings exercise – Look at RSPs, COG’s, margins. Website and Brand identity, Photography, App development, Nuturitional diet plans, excersise programme, promotional video etc. Determine packaging execution.
ROLL OUT
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Stage Two – UK Direct Sales Channels Months three to six. Case study driven PR and social media campaign designed to create huge awareness and demand for the product. Benefits – Low risk / Save on margin / collate case studies crucial for PR / Gain sales data which will be required by retailers / aids forecasting/ large profit and volume sales ensures funding will be available for retail launch. Sales via website / online retailers / shopping channels (QVC). Strong online campaign.
Stage Three – UK Retail Launch Months six to twelve. Utilise relationships with leading UK retailers and wholesalers to secure appointments to present Neotone. Complete a comprehensive trade presentation covering all aspects of the product to present to key retail buyers. Secure trade commitment to purchase. Manage listings with key trade accounts and negotiate margins and commercial package. Complete new listings documentation and manage sell in / logistics aspects. Determine volume forecasts, minimum order quantities and opening order volumes.
Stage Four – International Launch / Range Extension Year Two.
ROLL OUT
Seek to secure network of distributors to support international roll out. Agree NPD.
BLINK WEB DESIGN & DEVELOPMENT 1. PLANNING • Requirements analysis •
Project charter
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Site map
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Contracts that define roles, copyright and financial points
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Gain access to servers and build folder structure
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Determine required software and resources (stock photography, fonts, etc.)
2. DESIGN
Digital
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Wireframe and design elements planning
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Mock-ups based on requirements analysis
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Review and approval cycle
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Slice and code valid XHTML/CSS
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Build development framework & integrate CMS
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Code templates for each page type.
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Develop and test special features and interactivity.
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Populate with content
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Test and verify links and functionality.
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Integrate Google Analytics
4. LAUNCH
Digital
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Polishing
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Transfer to live server
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Testing
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Final cross-browser check (IE, Firefox, Chrome, Safari, Opera, iPhone, BlackBerry)
5. SOCIAL & MISC • Brand Twitter page
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Brand Facebook page, integrate third-party apps (GetSatisfaction, Twitter, MailChimp)
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Setup GetSatisfaction for customer services management
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Setup MailChimp and integrate into website & Facebook.
6. ADVERTISING Facebook Advertising Daily Budget: £25 Estimated reach: 235,000 people Monthly Administration: £150 + initial set up of £100 Google Advertising These estimates are based on Google Adwords advertising for the whole of the UK, at a cost per click of ~ £1.30. Bronze Daily Budget: £20 Estimated visitors per day: 28 Silver Daily Budget: £50 Estimated visitors per day: 65 Gold Daily Budget: £100 Estimated visitors per day: 129 Digital
Platinum Daily Budget: £250 Estimated visitors per day: 330 Monthly Administration: £450 + intital set up cost of £100
5. SOCIAL & MISC • Brand Twitter page
BLINK
•
Brand Facebook page, integrate third-party apps (GetSatisfaction, Twitter, MailChimp)
•
Setup GetSatisfaction for customer services management
•
Setup MailChimp and integrate into website & Facebook.
6. ADVERTISING Facebook Advertising Daily Budget: £25 Estimated reach: 235,000 people Monthly Administration: £150 + initial set up of £100 Google Advertising These estimates are based on Google Adwords advertising for the whole of the UK, at a cost per click of ~ £1.30. Bronze Daily Budget: £20 Estimated visitors per day: 28 Silver Daily Budget: £50 Estimated visitors per day: 65 Gold Daily Budget: £100 Estimated visitors per day: 129 Digital
Platinum Daily Budget: £250 Estimated visitors per day: 330 Monthly Administration: £450 + intital set up cost of £100