Fashion promotion for Balmain new fragrance collection (Him&I)

BALMAIN HIM & I

XUEYING DING YI LIN

ROHAN SRIVASTAV

Professor Alessandro Cannata LXFM 763

EXECUTIVE SUMMARY BALMAIN, a French luxury fashion house that has earned a reputation in the fashion industry with it’s unique design that have been celebrated around the world.

An industry worth $36 billion dollar BALMAIN wants to make an impact in the fragrance market with the re introduction of their fragrance line and a possible introduction of the cosmetic products in the future to increase the brand’s product offering. The whole campaign(HIM&I) is about keeping men and women on equal platforms and thus BALMAIN came up with a unisex perfume With the Asian luxury market on the rise , the launch of the campaign is though a global one but it will focus more on the Asian market and catering them with affordable luxury which is going to be the majority earner for the brands in the years to come.

With the increase in digital media the aim of the brand’s Integrated Marketing Communication Plan will be to revive its fragrance line that has been discontinued as a result of under performance and to provide a virtual experience that customers can recall whenever they hear about the brand and creating a buzz about the brand in the market place that is being operated by few huge brands.

With the whole media strategy in place and the revamp of the typical look of what BALMAIN is known for ,brand will try to engage as many as people possible and create their own fan base i.e. the so called BALMAIN ARMY and thereby forming a strong foothold in the fragrance industry that has a potential to grow like anything.

With the increase in digital media the aim of the brand’s Integrated Marketing Communication Plan will be to revive its fragrance line that has been discontinued as a result of under performance and to provide a virtual experience that customers can recall whenever they hear about the brand and creating a buzz about the brand in the market place that is being operated by few huge brands.

With the whole media strategy in place and the revamp of the typical look of what BALMAIN is known for ,brand will try to engage as many as people possible and create their own fan base i.e. the so called BALMAIN ARMY and thereby forming a strong foothold in the fragrance industry that has a potential to grow like anything.

BALMAIN Balmain is a French luxury fashion house that was founded by Pierre Balmain in 1946. In 2016 Mayhoola Investments, an investment fund backed by the emir of Qatar, acquired Balmain for a figure reported as close to €500 million ($548 million. Les Echos estimated its revenue in 2015 at €120 million (about $136 million), growing from an estimated €30 million (about $34 million) in 2012. Balmain expected to reach a revenue of €150 million in 2017, 90% of which is generated by the wholesale channel, and is also putting more effort into direct retail.

BRAND HISTORY 1945

B a l m ai n w a s f ou n d e d in 1945 by the French designer Pierre Balmain.

He pres ente d his f irst collection on October 12 of the same year

1949

1954

1990

1949-1952

1954-1982

1990-2002

In 1 9 4 9 , t h e d e s i g n e r launched his perfume, Jolie Madame, which marked t h e b e g i n n i n g s of h i s haute couture collections u n d e r t h e s am e n am e that debuted in AutumnWinter 1952-1953.

Pierre Balmain launched a ready-to-wear line called Florilège. His aesthetic eye for the “new French style,”.

In 1954, one of Karl Lagerfeld’s sketches was bought by Balmain and translated onto the runway.

Erik Mortensen upheld the company’s haute couture line until July 1990. From 1993 to July 2002, Oscar de la Renta worked as creative director for the fashion house and remained faithful to the essence of Pierre Balmain’s elegant and modern Jolie Madame

In 1970 Pierre Balmain sold his studio to a knitwear manufacturer, and in 1982, he signed an agreement for the creation of a ready-to-wear line

2018 2006-2018 Christophe Decarnin took over the women’s ready-towear line in February, 2006 but it was not until July 2008. the chic yet irreverent rock and roll gene that is now deeply engrained into the brand’s DNA. In 2011, Olivier Rousteing was hired as head designer.

BRAND IDENTITY

As a person Balmain has always believed in “Dressmaking” as the architecture of movement, thus has always focused on beautifying things like an architect.

Balmain designs since the past have been well structured thus combing it’s tailoring and traditional techniques. “simplicity” is the key for Balmain over years and even now Balmain has been playing with a variety of fabrics of the future but the roots from which has growth is not forgotten and that can be seen in the pieces.

BRAND IDENTITY As a symbol Pure aesthetics with well-structured garments, Balmain as a brand follow no logo approach in most of its style though it has Balmain printed on some of its tees, ionic tees.

As a product Balmain trades only in over categories namely 1 Men’s ready to wear 2 Women’s ready to wear 3 Accessories (including sunglasses and jewelry) 4 Leather goods 5 Shoes, bags 6 Perfumes 7 Hair care

BRAND IDENTITY

As a organization Mayhoola investments, an investment fund backed by the emir of Qatar, acquired Balmain. A more lowprofile entity among the likes of LVMH and Kering (its name does translate to “unknown”, after all)- has been making its presence known in the fashion industry, nonetheless. Along with the Valentino buy, which analysts called “one of the most prominent purchases of a European top designer brand by an emerging market investor,”Mayhoola acquired the global license for Missoni’s M line.

WE SEE THE FUTURE #BALMAINNEW INITIATIVE

BALMAINXFRAGRANCE Balmain Terminates Inter Perfumes SA Fragrance License

Inter Perfumes SA and Balmain have decided on an early termination of their licensing agreement, initially signed for 12 years starting from January 2012.

Despite the celebrity favorite being hot property in fashion land right now, thanks to creative director Olivier Rousteing, its fragrance sales have declined over the past two years, falling 21 percent to 3.8 million euros, or $4.2 million at average exchange, in 2016, and declining 5.8 percent the previous year.

With the buzz around the brand the it’ will try to reinvigorate it’s fragrance business since it relies heavily on their social media fan base, relaunching the perfumes collection with a totally new look and concept is on the charts.

Balmain was know for it’s fragrance back in the days when Mr Pierre Balmain setting the trend of haute couture with his JOLIE MADAME collection ,with the current scenario the brand holds the right spot to relaunch it’s fragrance line in a totally different manner and thus making a mark of their own in the luxury fragrance industry.

BALMAIN INDIA Today, the luxury market in India garners huge attention as most of the global luxury brands have already arrived or are expected to enter.

Luxury retailers have realized that India is one of the world’s most vibrant, diverse and challenging markets for brands that want to capture this market. Success of luxury brands is mainly determined by their ability to understand the complexities of Indian market, to innovate and tweak their strategies to provide affluent consumers unique and bespoke brand experience. India is a distinctive and multifaceted market and reveals a variety of cultures, customs, and history.

Indian market for luxury goods is diverse and is fairly new and because of that many brands enjoy a lot of advantages

ADVANTAGES 1. No fan base for current brands as a result of which customers are more open to experimenting 2. Ease of market dominance , since the market is not dominated by few huge players it becomes easier for brands trying to enter the space by one good campaign that helps the targeted audience to relate to the brand INDIAN market for luxury goods is still evolving and seen a growth rate of 63 year by year ,but as of now India is still in nascent stage of its development as a luxury retail market but a huge space lies for brands like BALMAIN to capture customer’s attention INDIAN market is more about AFFORDABLE LUXURY GOODS with the Introduction of Balmain fragrance it will be a right start to the campaign and thus kicking things off.

SWOT ANALYSIS STRENGTHS

WEAKNESSES

• • • •

• Trend forward, not suitable for most people. Sexy style only targets for specific customers.

• Balmain influences many young people via Instagram, but they do not have enough ability to afford the price.

• Retailer + licensing department: 90% of the revenue is coming from the wholesale channels with very less reliance on retail channels.

• Minimal advertising: the company has a good social media presence but it does not engage in any direct marketing.

International brand Luxury & Exclusivity High recognition Heritage: Founded in Paris the couture house was built on reputation of sophistication and elegance. This history bolsters pride throughout France and allows the company to maintain a unique brand identity.

• The successful use of social media • Iconic following: Balmain continues to be the editors favorite and a brand famous among celebrities.

SWOT ANALYSIS OPPORTUNITIES

THREATS

• The creation of the collections still keep the original styles of Balmain but try on more basic looks.

• The H&M X Balmain collaboration breaks the barriers and continues to promote the brands that let more customers know.

• Menswear growth: the market for menswear has been on a rise thus there exists a great potential market.

• Technology expansion: increasing online sales through various branding strategies.

• Vertical integration: maximize profits and compete with similar brands through better store location, being more creative in providing services to target customers.

• Competition in the whole luxury industry • The huge changes from Christopher Decarnin who is the previous designer and already left the brand.

• Consumers want to seek more relatively conservative products.

• Many competitors also target similar customers, Balmain should have its uniqueness to overcome the competitors.

• Maintaining brand equity: in expansion special care should be taken in order to protect the image and the exclusivity of the luxury brand.

• Asian market slowdown: growth in emerging markets of Asia especially China has slowed down, the company could see effects to their profits and sales.

COMPETITOR ANALYSIS • Product Mix Luxury fashion goods which contain ready-towear, beauty, eyewear, shoes, bags, and accessories.

• Distribution channels Physical stores in 50 countries with more than 150 stores.

E-commerce.

• Target Market Affluent individual who seek for social status, exclusivity and high quality products.

• Promotion Print and television advertising, and the reputation of Tom Ford himself. No sales/discounts.

• Product Mix High-fashion clothing, fragrance, skincare and makeup, jewelry, watches, and accessories manufacture and retail for men and women.

• Distribution Channels Worldwide, physical stores operate around 310 Chanel boutiques; The shops are located in wealthy communities, usually in department stores, high streets, shopping districts, and inside airports.

E-commerce.

• Target Market High net worth people who have a keen eye for fashion and trend with elegance style, as well as quality products.

• Promotion Print and television advertising; the use of famous celebrities.

• Product Mix Luxury clothing, fragrances, bags, shoes, and accessories for men, women, and children. Pet’s essentials are also offered.

• Distribution Channels Physical stores - operates more than 500 directly stores worldwide, it wholesales its products through franchisees and upscale department stores.

E-commerce.

• Target Market The target market has now been expanded to middle and upper-middle class women who would not have been able to afford the high-end brand for both male and female ages between 20-50.

• Promotion Print and television advertising, the use of social media and collaboration; sales on seasonal items/ no sales on classical items.

• Product Mix Luxury ready-to-wear, leather goods, fragrances, bags, shoes, jewelries, wallets, and accessories.

• Distribution Channels Saint Laurent merchandise can be found in upscale department stores around the world.

E-commerce.

• Target Market Saint Laurent markets a broad range of upper class who purse high-quality products and iconic images.

• Promotion Print and television advertising, the use of social media; sales on seasonal items/no sales on classical items.

• Product Mix Luxury clothing, fragrances, bags, shoes, watches, and beauty.

• Distribution Channels Over 200 retail stores locate in 80 countries. Marc Jacobs announced his secondary brand Marc in order to focus on the development of his main label Marc Jacobs and to target to a more luxury-oriented audience.

E-commerce.

• Target Market The brand targets an international customer base that is modern and sophisticated to stylistic innovations, and expects higher quality of products.

• Promotion Print and television advertising; the use of social media.

POSITIONING MAP

HIGH PRICE

HIGH ACCESSABILITY

LOW ACCESSIBILITY

LOW PRICE

Target Consumers Analysis

TARGET CONSUMERS ANALYSIS

A brand consumer is an individual who buys products for personal use, someone who can be influenced by marketing.

So “join the army” Balmain fragrance will be an inclusive luxury perfume that is unsexual, age-free, like anyone can join the army.

Balmain accept all cultures, including now LGBT and more.

Olivier Rousteing told Business of Fashion that, “Balmain is a luxury label of expense and exclusivity that only a few can afford but I also believe that fashion should be inclusive, as well as luxury fragrance.

BALMAIN MENTAL MARKET SPACE

The primary target market for Balmain is ambitious men and women ages 18-23.

These young men and women are always on top of the "next look" or trend. They are fascinated by celebrity lifestyles and are very active on social media. They come from wealthy families or have found their own success early in life. They are also very social and driven people with an upbeat, in-the-moment attitude toward life. This market lives all over the globe but especially in big cities.

BALMAIN MARKET SPACE

The secondary market for Balmain is a sophisticated, wealthy man or woman ages 2430. These men and women are very hard-working individuals and have a very active social life. They live in big cities and style is very important to them. This Balmain man or woman is always going to important events.

BALMAIN MARKET SPACE

The tertiary target market is men and women 30-40. These are men and women who have "settled down" and live in fabulous houses. They have a steady income and are very wealthy. They are often people of business and go to social events. They are refined and live a life of class but aren't afraid to be bold when it comes to their style.

BUSINESS ISSUE THE WAR IS HERE,JOIN THE “BALMAIN ARMY”- CONQUERING THE WORLD #THEWARISCOMING At present BALMAIN operates 16 monobrands stores in different countries which contribute only 10% to the overall sale with acquisition of the brand by the MAYHOOLA GROUP, the brand is expected to expand its horizon in the retail space .For a brand like BALMAIN it’s not difficult to open stores but its more difficult to make it work since what matters is the connect that brand should be able to make with it’s target audience in order to convert them into your loyal fan base but for that the brand should be able to convey the the core concept of what a brand believes in so that anyone going for it can relate to to the ideology of the brand.

Inter Perfumes SA and Balmain have decided on an early termination of their licensing agreement, initially signed for 12 years starting from January 2012.The biggest problem that exists for BALMAIN is to relaunch its fragrance in such a way that tells a completely different story their customers and thus making a mark in the industry, thus remodeling of the fragrance line is of key importance to BALMAIN right now .

SUCCESS FACTORS

GEOGRAPHICAL OPPORTUNITIES So a large market remains for grab in South Asia with India and China being the major players.

The market in these parts have been untapped for long and recent trends shows paradigm shift. Recent trends shows a growth of 32% in China and 25% in India .

A major change is seen in these regions because a major change in disposal income of people can be noticed thus increasing the buying capacity of the people . Secondly for these regions the idea of luxury is quite new and thus fascinating them to do the purchase GLOBAL

17%

CHINA INDIA GROWTH RATE OF LUXURY MARKET

75% 63%

GROWING AWARENESS AND SOCIAL MEDIA PRESENCE INSTAGRAM FOLLOWERS GUCCI

23 M

PRADA

15 M

GIVENCHY BALMAIN

10 M 8M

Rousteing has amassed 4.4 million followers on Instagram and Balmain’s fall show received the highest overall social engagement during Paris Fashion Week, reaching 1.9 million people, the brand said, quoting data from Instagram.

Ecommerce is largely about execution. If you get the math’s right, the rest should follow, given enough traffic and time for your site to establish. But for anyone involved in the ecommerce game, it is an environment that is constantly changing and upgrading as technologies improve and companies battle against each other to win a greater share of the pie . Social media is a key at Balmain for providing opportunities to communicate directly with the consumers by creating content to which they can relate to and respond.

OPPORTUNITIES

01

Retail space with focus on Asian market

02

Flagship stores with a concept

03

Fragrance industry on a rise

Balmain generates only 10% from their retail sector and 90% percent is based on wholesale channels thus the expansion in retail sector is on the charts for Balmain and with “MAYHOOLA” INVESTMENTS coming into picture the market for BALMAIN will only increase.

BALMAIN last year did a turnover of around $130 millions but out of that only $13 millions was generated through the retail sector ,but a large potential lies in the retail sector specially in the luxury sector but opening stores in large number won’t help since a store should connect with the customer and make him feel connected with the brands beliefs

Fragrance industry amounts for $36 billion and is going to grow at a rate of 8.33% with key players such as CHANEL ,LVMH,DIOR etc dominating the market but a large space still exists for new players and even getting a hold on the fan base of the current high end brands is a possibility .

CHALLENGES

04

HUGE MARKET DOMINATED BY FEW BRANDS The fragrance industry is dominated by huge labels and is expected to grow at a positive rate but the majority of the stake is dominated by few large players such as LVMH, GUCCI, CHANEL. With these acquiring majority of the chunk it becomes extremely difficult for new brands to have a strong foot hold because of large fan base they can manipulate the market according to their needs .

05

BRAND LOYALTY

The biggest challenge that lies in the luxury fragrance segment is their brand loyalty since not many are willing to switch from what they have been using in the past to something new because of their habits and a bottle of fragrance lasts quite long so picking the wrong one is actually a big decision for the consumers so the only hope that lies is effective market campaign that can make customers relate to the brand and are forced to pick the bottle among a cluster of other fragrance.

KEY CONSUMER INSIGHTS

RESEARCH GOALS • The goals of Balmain are successfully introducing the new fragrance in the global market but paying more attention to the Asian market. • Specifically, the marketing plan targets the specific market and the expectation is that consumers will embrace the new product quite strongly compared to other competitors. • The research process will gather vital information on the individual preferences of the target market and recommend ways of increasing brand. .quality and awareness.

SELECTION AND JUSTIFICATION OF RESEARCH FORMAT

• Primary research – Interviewbased – Quantitative – Large-scale (Surveys) • Secondary research – Existing knowledge base – Combinatory data mining

RESEARCH DESIGN CHART

RESEARCH DESIGN CHART

• Balmain holds a lot of business potential when it comes to introducing a new product.

• Both male and female like to use fragrances, and the age is concentrated on 18-40.

• People own, use, and purchase fragrances often, which implies that the number of customers is expected to be high.

• More customers want to use fragrances to represent their lifestyles, so our fragrances should be unique.

ANALYSIS OF THE RESULTS • People more focus on brand and scent when buying the fragrances, therefore, Balmain should pay more attention on improve its brand awareness and the design of fragrance to expand its market for the new product.

• People usually like to use social media, website, and friends or families to know about the fragrances, which is bound to increase the sales revenue for our new fragrance when we connect to the media to advertise.

DEFINITION OF THE POSITIONING STRATEGY • Balmain ato expand its customer base by launching new unisex fragrance that represents their attitudes and lifestyles.

• The launch of the new fragrance is a calculated move that will not just increase the company’s target customer base, but also increase its fortunes in terms of sales revenue and profits.

COMMUNICATION OBJECTIVES

01

02

• Create a unisex fragrance which is able to win over a new, younger customer base market and become a myth around the world.

• Our target group will view Balmain’s new fragrance as unique attitudes and values, from reviewing product to purchasing it in store, writing blogs and sharing comments, our new fragrance is integrated throughout their lifestyles.

03

04

• The launch of the new fragrances will increase the sales and revenues with target customers all over the world, especially in the Asian market.

• Integrate with various media to advertise and publicize Balmain’s new fragrances in order to improve the brand awareness and expand its category of fragrances.

THE COMMUNICATION MIX

Based on the brand‘s current target market, we focus our communication mix on age 18-40 more favorable to utilizing social media, Facebook, Instagram, Youtube, and Snapchat will be the focus of promotion and sharing information with the target audience. The official brand website will also be used in the communication mix to establish the connection of the product to the brand.

For print ads are to be placed in magazines that advertise luxury, lifestyle brands like Balmain.

P R I M A R Y M E D I U M —— SOCIAL MEDIA Social media will be used to enhance global presence and reach a broader audience.

Consumers will be able to connect with the brand on a more personal level and at their convenience. Facebook, Snapchat, and Instagram will allow the target audience as well as other consumers to establish a more intimate relationship with the brand while being inspired consumers to purchase products. The website will provide information about the product extension, store location, as well as purchase options for customers. The will be the mainstream purchase for consumers who are unable to reach flagship locations.

SECONDARY MEDIA Our print ads will be placed in to magazines like Vogue, Vanity Fair, InStyle. These avenues allow us to strengthen the brand presence and delivery of information to the target consumers of the brand.

Our print ads will be placed in to magazines like Vogue, Vanity Fair, InStyle. These avenues allow us to strengthen the brand presence and delivery of information to the target consumers of the brand.

THE SYNERGIES AMONG CHOSEN MEDIA

The media vehicle for this event would be social media, and print advertising. social media has let Balmain reach a larger audience in which they can introduce themselves to new consumers but also stay keep their current customers up to date with their new styles and new collections. magazine was chosen because it’s an easier way to reach its target market.

01

Brand Continuity

Continuity and InterConnection is very important in order to maintain your Business. Updating with specific values, colour , tone and style will increase the traffic. Your work should be consistent in Marketing and Social Media . This all work increase your Brand awareness and makes you stand confidently with no hesitation.

02

The multiplicative effect of a cross media campaign

The impact of the media in combination with other media is one of these key factors. this combination drives additional sales uplift above their individual contributions. optimizing the right combinations to maximize the return from the marketing investment

BUDGET ALLOCATION The estimated budget of 7m for the IMC plan is 5% of the net revenues earned by BALMAIN Due to excessive cost majority of the budget is going to be used in Billboards because of the high cost of the LED screen A small amount will also be spent on PR. A large chunk of the budget is going to be spent on Digital media platforms such as Youtube ,Facebook, Instagram and Website and to create a synergistic effect the ad is going to be placed on print media platforms

PERCENTAGE SHARE

50%

DIGITAL MEDIA

20%

OUTDOOR

20%

PRINT MEDIA

10%

PR

DISCIPLINES

MEDIA Website

Youtube

DIGITAL MEDIA

Facebook

Instagram

OBJECTIVE

TASK

Marketing the website is a reflection of brands persona .Providing a link to the other social platforms makes the customers a part of the brand.

Creation of a microsite within a site that will contain information regarding the new campaigns that will have links to social media platforms

Creating brand awareness and positioning the brand among the target audience and helping the brand to make it’s own identity.

Promotional video for the upcoming campaign and thus using creative content to attract customers

Create a buzz about the brand and provide a platform for the customers to interact with the brand

Information about the brand ,pictures of the campaign and the upcoming product

Creating a strong bond with the target audience by engaging them to interact more and making them know what brand is made of through visual narrative

Lifestyle shots of the product behind the scenes ,Gifs

COST

MEASURING EFFECTIVENESS Click per view Website traffic Bounce rate Customer insights Cart conversion rate

Views Shares Like on videos Comments Subscribing 3.5 million

Liking the page Liking the post Sharing the post Customer engagement

Brands hashtag Number of followers No of clicks to the main website through the post link

DISCIPLINES

MEDIA

PRINT MEDIA

Magazines

OUTDOOR

Billboards

PR

OBJECTIVE

TASK

COST

MEASURING EFFECTIVENESS

Reaching the target A whole page of well audience . It will include designed ad depicting the life style shots and prod- lifestyle of the product uct pictures making the thus giving the consumcustomer aware about the ers a sneak peak in to the theme brands ideology

1.4 million

It will contain a coupon code ,so the number of coupons used will tell us the efficiency of the print media campaign.

Increase brand recall and thus creating synergistic effect of the campaign and thus forcing them to make the purchase decision .

Showcase the gifs of the product along with retail store address thus catching the eye of the target consumers

1.4 million

The bill board will contain the QR code for extra discount , the number of scanned QR codes will help in the analyzing of the effectiveness

Public events for the Increase brand recall and launch of the new prod- thus creating synergistic uct effect of the campaign and thus forcing them to make the purchase decision .

Public event for the launch of the new product line and thus interacting with the consumers to make them get an essence of the brands heritage and legacy

0.7 million

Number of attendees .Monitoring the response of the prospective customers

TIMING FOR MEDIA/VEHICLE FIRST

Digital media(especially social media )

EACH

SECOND

THIRD

FOURTH

Print Advertising

Outdoor AdvertisingBillboards

PR and Events

....

DIGITAL MEDIA(ESPECIALLY SOCIAL MEDIA )

The Instagram is the new way of selling and of communicating. so the perfume will be sent to Instagram web celebrity and YouTube bloggers before its official launch.the new fragrance collection of Balmain would communicate through social media while keeping the DNA of Balmain.

Olivier Rousteing is good acquaintances with celebrities such as the Kardashians who have over 50 million Instagram followers and recruits them for his perfume conference and social media promotion. As a result of this acquaintance, Balmain would create a high exposure for the campaign.

Billboards will influence brand awareness and interest. They will also direct consumers to a nearby flagship stores. This will help to broaden consumer reach and consumer market

PUBLIC RELATION AND EVENTS Balmain is currently trying to make their products appeal to everyone and try to change their“expensive image�. By appealing to everyone Balmain sends out their collections to celebrities who are currently influencing fashion scence right now i.e. Kanye west and Kim Kardashian, Rihanna, Beyonce etc.and also famous models such as Naomo Campbell, Kendall Jenner,Gigi Hadid and many other A-list celebrities.

Special events will grant loyal customers the opportunity to have first pick at new products They will also give different bloggers and other media outlet representatives a chance to be introduced to the brands and the new product.

They will also give different bloggers and other media outlet representatives a chance to be introduced to the brands and the new product offering.

SEASONALITY OF PURCHASE &THE LAUNCH DATE

At New York Fashion Week and London Fashion Week, Balmian perfumes get the most attention and exposure. Then, social media and printing market will be closely followed to grasp target consumers faster.

What’s more in Canada, for example, since February, the sales of perfumes will usher in the first growth in a whole year. Then in September, we ushered in a second growth.

ACTIVITY MAP

CREATIVE CONCEPT The creative concept for the Integrated Marketing Communications plans to portray Balmain with an altogether new mood thus incorporating sexiness with the bold typical Balmain look . The delivery of the message amongst the target audience is still not very strong hence the aim of this campaign is to create a brand identity and help the brand make a mark in its own niche market.

Balmain has collaborated with a lot of celebrities in the past but their primary focus has always been their product since they stand out ,so even for this campaign the majority of the focus is going to be on the product but with a slight touch of human factor

DIGITAL MEDIA Digital media accounts for maximum of the BALMAIN’S budget that accounts for 50%.Channels used are: Facebook Instagram Youtube

PRINT AND OUTDOOR MEDIA Print and outdoor media combined accounts for 40%.A large chunk of the budget is used in outdoor media because of the expensive nature of tools used in outdoor communication.

CAMPAIGN EVALUATION

PRE TESTING A quantitative survey would be conducted amongst a sample size of 20,000 people 3 months before the launch of the campaign .Prior the survey a screening would be conducted to make sure the right audience is targeted .

The aim of the survey is to understand consumers brand preference and how do they position the brand among other competitors .

A further in depth qualitative survey would be conducted of 1000 respondents to get the consumers insights .They will be allowed to interact with social media prototypes and the strategies that are being adopted by the brand. They would be asked to fill a questionnaire to know what responses they hold for different criteria pertaining to the product

POST CAMPAIGN CONTINUED CAMPAIGN TRACKING Promotional events are a part of the continue campaign tracking to observe the response of the people towards the campaign and the strategies pertaining to the product Addition to this brand would be organizing events on a regular basis so that they know what customers really demand from the brand and by doing this they would be able to interact more with the loyal customers thus building brand consumer relation.

On the basis of pre testing and the advertisement launched by the brand, a post testing will take place .The post testing will include customers ,potential customers and unbiased customers.

The questions will include their perception regarding the brand ,where did they see the advertisement first, whether they used the QR or coupon code . The information regarding the same will help the brand in designing future brand strategies

BALMAIN MARKETING ASSETS

PHOTOSHOOT RESULTS

BEHIND THE SCENES

VISUALIZATION COMMUNICATION MIX FOR BALAMIN

OUTDOOR BILLBOARD

OUTDOOR BILLBOARD

CAMPAIGN EVALUATION

CAMPAIGN TRACKING • • • •

A quantitative survey A sample size of 20,000 people 3 months before the launch of the campaign A screening would be conducted before the survey • Aimed at understanding of the consumers brand preference and how do they position the brand among other competitors

Pre Testing • qualitative survey • 1000 respondents to get the consumers insight • They will allowed to interact with social media prototypes and the strategies that are being adopted by the brand • A questionnaire to know what responses they hold for different criteria to the product

AD DIAGNOSTICS • Brand awareness When thinking about fragrance, what brands come to mind?

• Purchase intentions Suppose you were about to buy fragrance, which one brand would you most likely buy?

• Brand considerations What other brands would you consider buying?

• Ad recall Please describe any ads on any media you have seen for fragrance.

• Ad recognition Have you seen this ad? What is this brand?

• Message take-out and image tracking Apart from encouraging you to buy, what do you think is the main message of the ad for Balmain?

LAUCHING THE CAMPAIGN

FACEBOOK

INSTAGRAM

TWITTER

YOUTUBE CHANNEL