Brand Proposal- Candace T, Avery U, Alana G.

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Brand Proposal- Candace T, Avery U, Alana G.

  1. 1. Brand Selection Proposal Candace Thomas Avery Urusow Alana Gay
  2. 2. Dunkin Donuts
  3. 3. Brand Identity <ul><li>Background: </li></ul><ul><li>Sells more than 1 billion cups of coffee per year </li></ul><ul><li>Founded in 1950 in Massachusetts. </li></ul><ul><li>Famous for variety of baked goods and coffees. </li></ul><ul><li>8,800 locations in 31 countries. </li></ul><ul><li>Positioning: </li></ul><ul><li>In and out vs. café atmosphere </li></ul><ul><li>Known for breakfast options as well as coffee </li></ul>
  4. 4. Opportunities <ul><li>Stronger brand personality in reference to coffee. </li></ul><ul><li>Customer loyalty. </li></ul><ul><li>Emphasize coffee delivery service. </li></ul><ul><li>Contest/branded events. </li></ul><ul><li>Website improvements: </li></ul><ul><ul><li>more user friendly and better organized. </li></ul></ul><ul><li>Promote Dunkin Run feature </li></ul>
  5. 5. Brand Challenges <ul><li>Competitors Websites: </li></ul><ul><ul><li>Starbucks : boring, media driven, well organized. </li></ul></ul><ul><ul><li>Caribou: Interactive, fun, user friendly </li></ul></ul><ul><li>Changing the perception of an already well-known brand. </li></ul><ul><li>Provide a more interactive experience for customers. </li></ul>
  6. 6. Presence <ul><li>Widely popular offline. </li></ul><ul><ul><li>America Runs on Dunkin Campaign </li></ul></ul><ul><ul><li>Celebrity Endorsements </li></ul></ul><ul><li>Needs to gain popularity online </li></ul><ul><ul><li>Website not integrated with social networks </li></ul></ul><ul><ul><li>Facebook & Twitter members </li></ul></ul>
  7. 7. Solution: “MyDunkin” <ul><li>Register for free membership online & in-store </li></ul><ul><li>Customize avatars and “MyDunkin” cards </li></ul><ul><li>Tracks purchase patterns and offers individualized discounts </li></ul><ul><li>Exclusive membership events </li></ul><ul><li>Members only mobile app </li></ul><ul><li>Recommend products based on user profile </li></ul><ul><li>Integrate Facebook and Twitter accounts </li></ul><ul><li>Fun surveys and games </li></ul>
  8. 8. Wrap-Up Problem Solution Brand/Customer loyalty “ MyDunkin” Membership Emphasis on coffee delivery service Twitter promos, phone applications, recipe contest More contest/branded events Use social networks to promote events that will then drive traffic to website Website Improvements Better integration and organization
  9. 9. Philadelphia Eddie’s Tattoo
  10. 10. Brand Identity <ul><li>Background </li></ul><ul><ul><li>First shop on 4 th Street, opened in ’70s </li></ul></ul><ul><ul><li>4 locations </li></ul></ul><ul><ul><li>Now owned by Troy Timple who created a clothing and accessory line called “Tattooed Kingpin” </li></ul></ul><ul><li>Positioning </li></ul><ul><ul><li>Rock/Goth Culture </li></ul></ul><ul><ul><li>Nostalgic </li></ul></ul><ul><ul><li>Authentic </li></ul></ul>
  11. 11. Opportunities <ul><li>Needs Updated website </li></ul><ul><ul><li>High Quality images, bios, better navigation, social networking integration, client community </li></ul></ul><ul><li>Stronger brand presence </li></ul><ul><li>Website needs to reach level of local competition </li></ul><ul><li>Promotion of events through website and social networks </li></ul><ul><li>Frequent client benefits </li></ul><ul><li>Promotion of Merchandise </li></ul>
  12. 12. Challenges <ul><li>Competition </li></ul><ul><ul><li>No Ka Oi Tattoo ( http://www.nokaoitikitattoo.com/home.php ) </li></ul></ul><ul><ul><ul><li>Right across the street, interesting brand positioning, interactive website, no integration of social networks </li></ul></ul></ul><ul><ul><li>Body Graphics Inc. ( http://www.bodygraphics.com/home.php ) </li></ul></ul><ul><ul><ul><li>Interesting graphics, strong positioning, around the corner, no integration of social networks </li></ul></ul></ul><ul><li>Competing for employees </li></ul><ul><li>Bringing in new customers </li></ul><ul><li>Creating a strong online brand presence </li></ul>
  13. 13. Presence <ul><li>Offline </li></ul><ul><ul><li>Word of mouth </li></ul></ul><ul><ul><li>Small group of loyal customers </li></ul></ul><ul><ul><li>Very well known tattoo option on South Street </li></ul></ul><ul><li>Online </li></ul><ul><ul><li>Myspace, hardly updated </li></ul></ul><ul><ul><li>Very little search engine presence </li></ul></ul><ul><ul><li>No facebook or twitter </li></ul></ul><ul><ul><li>No promotional efforts to drive traffic to website </li></ul></ul>
  14. 14. Solution: Client Community <ul><li>Register by Facebook, Twitter, Email, or In-store </li></ul><ul><li>Community where clients can share tattoo stories, ideas, images, rate tattoos, find out about events and communicate with the shop </li></ul><ul><li>Ask the Artist </li></ul><ul><li>Questionnaire that will recommend an artist </li></ul><ul><li>Online appointment manager </li></ul><ul><li>Tattoo care instructions, personalized messages </li></ul><ul><li>Fully integrated to social networks </li></ul><ul><li>Members-only contests/discounts (online only) </li></ul><ul><ul><li>Tattooed Kingpin apparel discounts for referrals and contest winners </li></ul></ul>
  15. 15. Wrap-Up Problem Solution Competition Create a strong following on social networks, making store site a community in itself Competing for employees Gain interest of guest artists, events and conventions Bringing in new customers Online community creates brand loyalty, word of mouth, and promotes artist work Creating a strong online brand presence Integration of social networks and online store community
  16. 16. Mac Cosmetics
  17. 17. Brand Identity <ul><li>Background: </li></ul><ul><li>Well known brand in cosmetic industry </li></ul><ul><li>Endorsed by many celebrities </li></ul><ul><li>Was first introduced for professionals only </li></ul><ul><li>Positioning : </li></ul><ul><li>High quality make-up </li></ul><ul><li>Professional </li></ul><ul><li>Costly (in-store/online) </li></ul>
  18. 18. Opportunities <ul><ul><li>Improve website </li></ul></ul><ul><ul><ul><li>Increase sales and traffic </li></ul></ul></ul><ul><ul><ul><li>Better organized </li></ul></ul></ul><ul><ul><ul><li>Send incentives </li></ul></ul></ul><ul><ul><li>Networking Site Community </li></ul></ul><ul><ul><ul><li>Make-up artists can network with photographers, models, other artists, etc. </li></ul></ul></ul>
  19. 19. Brand Challenges <ul><li>Competitors Websites: </li></ul><ul><ul><li>Sephora : larger product selection, provides useful information </li></ul></ul><ul><ul><li>Smashbox: boring, good incentives and information </li></ul></ul><ul><li>Improving the perception of an already well-known brand. </li></ul><ul><li>Provide a more interactive experience for customers. </li></ul><ul><li>Gain a better online presence </li></ul>
  20. 20. Presence <ul><li>Widely popular offline. </li></ul><ul><ul><li>Celebrity Endorsements </li></ul></ul><ul><ul><li>Stores have strong presence </li></ul></ul><ul><li>Needs to gain popularity online </li></ul><ul><ul><li>Website not integrated with social networks </li></ul></ul><ul><ul><li>Should try providing a community through website to connect with customers </li></ul></ul>
  21. 21. Solution: “Face the Magic” <ul><li>Register for free membership online </li></ul><ul><ul><li>Professional membership or consumer membership </li></ul></ul><ul><li>Create and customize avatars and build your own makeover </li></ul><ul><li>Test colors on skin tones/complexions </li></ul><ul><li>Interact with other avatars </li></ul><ul><li>Recommend products based on user profile </li></ul><ul><li>Integrate Facebook and Twitter accounts </li></ul><ul><li>Contests and special offers </li></ul>
  22. 22. Wrap-Up Problem Solution Online presence “ Face the Magic” Improve interactive aspects of website Social network integrations and online community More contest/branded events Utilize contests to bring users to website Website Improvements Better integration and organization

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