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Direct Marketing Plan: ZAFINO Laptop Bags
 

Direct Marketing Plan: ZAFINO Laptop Bags

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    Direct Marketing Plan: ZAFINO Laptop Bags Direct Marketing Plan: ZAFINO Laptop Bags Document Transcript

    • Plan Direct Marketing Activities – BSBMKG508AJADDAN BRUHNDirect Marketing Plan:ZAFINO Laptop BagsRetail Executions Pty LtdJADDAN BRUHN CEO / CFOBOBBY BRADY ACCOUNT MANAGERMIKE BRADY CREATIVE DIRECTORJAN BRADY CREATIVE SERVICES MANAGERPETER BRADY MEDIA MANAGERMARSHA BRADY PUBLIC RELATIONS MANAGERGREG BRADY RESEARCHPage 1 of 9
    • Plan Direct Marketing Activities – BSBMKG508AJADDAN BRUHNExecutive SummaryZafino drives to translate its smaller scale operating capacity into an ability that allows the companyto be far more responsive to the needs and expectations of customers, developing bags that directlymeet lifestyle and career challenges and style aspirations in a manner outside the scope of largerbrands, whilst concurrently exceeding the calibre of product retailed by smaller scale marketparticipants attempting to captivate the same niche.Zafino aims to position its brand as the leading premium women’s laptop bag for superior qualityand style. The laptop bag market is currently dominated by a small number of brands catering to theutility requirements of purchasers, defined by a near exclusively male oriented aesthetic. Brandscreating laptop bags for stylish corporate females are highly diffuse, have very low brandrecognition, and largely place emphasis on cheap fashion with little regard for quality, durability orlongevity.Critical objectives addressed by the proposed promotional activities have been identified asrepositioning the brand, dramatically building brand recognition, forging a lifestyle affinity with thetarget audience, stimulating and driving a sustainable growth in sales, communicating anddemonstrating the product’s defining attributes.This plan proposes to achieve these objectives by engaging with the target audience, providingvisible and contextual triggers throughout the promotional period to provide the consumer withseveral touch points commensurate with instigating the execution of Zafino’s objectives facilitatingconsumer engagement and action, through direct mail, social media, public relations, salespromotion, print and television advertisements; aligning Zafino with consumer’s career aspirations,lifestyle demands and social connectedness.Extensive research has identified the typical Zafino laptop bag owner and the most powerfulmotivations for her purchase; cognisant of the elemental impact of her product choices, adept atvisual projections of her goal-driven lifestyle, perceiving the purchase of a Zafino laptop bag as anindividualised expression of style and confidence, a marker of status and a reward for achieving acareer milestone that signifies a sense of personal recognition.The demand for laptop bags is critically aligned to laptop sales. The current and impending launch ofseveral new products by hardware vendors, the incremental and sustained growth of the Australiandollar, competition and innovation directed laptop market expansion and reduction in the purchasecycle all conspire to beneficially impact the inherent demand for Zafino’s symbiotic product.The proposed promotional activities are structured to occur during the May – June 2010 period,supporting the launch of Zafino’s first David Jones retail concession and coinciding with consumer’spropensity for tax-effective expenditure during this time.Page 2 of 9
    • Plan Direct Marketing Activities – BSBMKG508AJADDAN BRUHNTable of ContentsTable of Contents..................................................................................................................................31. Introduction.......................................................................................................................................42. Analysis of Market Situation..............................................................................................................42.1 Competitor Analysis ....................................................................................................................42.2 PEST Analysis...............................................................................................................................42.2.1 Political.....................................................................................................................................42.2.2 Economic..................................................................................................................................42.2.3 Social........................................................................................................................................42.2.4 Technological............................................................................................................................42.3 SWOT Analysis.............................................................................................................................52.3.1 Strengths..................................................................................................................................52.3.2 Weaknesses..............................................................................................................................52.3.3 Opportunities...........................................................................................................................52.3.4 Threats......................................................................................................................................52.4 Market Position...........................................................................................................................52.5 Macro Environment Analysis.......................................................................................................62.6 Micro Environment Analysis........................................................................................................63. Target Audience.................................................................................................................................63.1 Demographics..............................................................................................................................63.2 Psychographic..............................................................................................................................63.3 Geographic..................................................................................................................................63.4 Behavioural / Usage.....................................................................................................................64. Direct Marketing Objectives..............................................................................................................75. Direct Marketing Strategies...............................................................................................................76. Tactics................................................................................................................................................86.1 Direct Mail – April 2010*.............................................................................................................86.2 Social Media – April 2010............................................................................................................86.3 Magazine Print Advertisements – May to July 2010....................................................................86.4 Sales Promotion – April to July 2010*.........................................................................................86.5 Television Commercial – May to July 2010..................................................................................86.6 Public Relations – Host charity screening of Sex and the City 2 – June 2010...............................86.7 Public Relations – Fashion event at David Jones – May 2010*....................................................87. Control Measures..............................................................................................................................98. Indicative Budget – David Jones Fashion Event.................................................................................9Page 3 of 9
    • Plan Direct Marketing Activities – BSBMKG508AJADDAN BRUHN1. IntroductionEstablished in 2007 as a manufacturer and retailer of high quality, high fashion, laptop bags forwomen, Zafino is currently placed at a critical juncture in its progression as a brand and as acompany. Armed with the experience garnered over the last three years of operation,sustaining financial viability throughout the global financial crises, and perceiving a need toreengage with consumers as it relaunches its website and opens its first David Jones retailconcessions, it is prescient for Zafino to now take the opportunity to move into the future andmaximise the brand’s potential through a strong and effective coordinated promotionalcampaign.2. Analysis of Market Situation2.1 Competitor AnalysisDominated by Targus, Belkin and Crumpler, brands catering to the utility requirements of laptoppurchasers, the laptop bag market is currently defined by a near exclusively male orientedaesthetic. Brands creating laptop bags for stylish corporate females are highly diffuse, have verylow brand recognition, and largely place emphasis on cheap fashion with little regard for quality,durability or longevity.2.2 PEST Analysis2.2.1 Political• Impact of consumer protection legislation.• Location of manufacturing base.• Changes in importation regulation / AQIS requirements• Labelling regulation2.2.2 Economic• Product is tax-deductible.• Purchase cycle of product correlates to shortening purchase cycle of laptops.• Current fluctuations in $AUD have made imported premium bags more affordable.• Materials supply sensitive to shipping delays.2.2.3 Social• Increase in female workplace participation.• Increase in personalisation of corporate accessories.• Consumers more willing to purchase a laptop bag that reflects a personal style,rather than just using the standard bag that accompanies laptop purchase.• Increased confidence/uptake in on-line shopping.2.2.4 Technological• Demand for product dependant on demand for medium-sized laptops.• Improvements in durability/sustainability/weight of alternative materials mayimpact consumer demand for leather.• On-line sales require continued growth in uptake of broadband internet.Page 4 of 9
    • Plan Direct Marketing Activities – BSBMKG508AJADDAN BRUHN2.3 SWOT Analysis2.3.1 Strengths• Premium product identified as status purchase.• Product is classified as a tax-deductible expense.• Design techniques emphasise style attributes, deferring attention from functionalaspects.• Bags utilise high quality materials and adhere to superior production standards.• Strong relationships with suppliers, keyed to respond flexibly to demandfluctuations.• In-house manufacturing process ensures strict quality control, allows for smallerruns of specialist bags for promotional purposes and facilitates the flexibility toimplement design alterations in response to consumer demand.2.3.2 Weaknesses• Low brand awareness.• Limited retail presence/ small distribution network.• Brand is not diversified.• Continued financial viability depends on outcome of proposed promotional activity.2.3.3 Opportunities• Competing in niche market currently overlooked by mainstream laptop bagmanufacturers.• Niche competitors highly diffuse, of lower quality, smaller range and of lower brandrecognition.• Anticipated expansion of laptop market from impending laptop product launchesand high value of Australian dollar keeping shelf price of technology importsrelatively low beneficially impact demand for Zafino’s product.• Scope to dominate niche and be identified as brand leader in category, with longterm potential to diversify product offerings into specialist IT, luggage or fashioncategories to leverage expected increased brand awareness.2.3.4 Threats• Continued demand for product dependant on existence and ongoing demand forlaptops.• Established brands in women’s handbags and luggage categories may introducelaptop bags in direct competition, capitalising on their brand’s lifestyle and statusattributes.• Mainstream laptop bag brands may introduce products positioned at the high-end,female market, capitalising on their greater brand awareness and broaderdistribution networks.2.4 Market PositionZafino’s key point of difference relative to other brands operating in the niche female laptop bagmarket is its product’s superior quality and its attention to the style attributes important to thetarget audience. Zafino aims to position itself as the leading high-end brand of laptop bag in itscategory, based on style and quality, with its shelf price reflecting its image as a premiumproduct.Page 5 of 9
    • Plan Direct Marketing Activities – BSBMKG508AJADDAN BRUHN2.5 Macro Environment AnalysisZafino is a growing small business operating in a niche market and accordingly will remain quitesensitive to a number of external variables. The issues in the macro-environment with the greatestscope for impact on the business are:• A global double-dip recession, deepening the economic impact of the GFC.• Fluctuations in Australia’s economic stability; including material movements in levels of fulltime employment, interest rates and currency exchange rates.• A legislated / market price on carbon / pollution increasing freight & production costs.• Incursion into product category by premium brand with much higher brand awareness.• Technological changes impacting sale / use of laptops.2.6 Micro Environment AnalysisZafino directly manufactures the bags it retails from materials sourced locally and overseas. Issuesfor Zafino to focus on in its micro environment include:• Freight and logistics contracts for movement of stock.• Manufacturing, retail and administration personnel issues.• Flexible supplier contracts responsive to fluctuations in retail and manufacturing demands.3. Target Audience3.1 DemographicsZafino’s key demographic is females, 25 – 35 years old, educated, employed, unmarried,childless, urban dwelling in metropolitan Sydney.3.2 PsychographicYoung Optimism, AB & C, style and fashion conscious, seeking to project the rightimage, on a clear career trajectory, keen to assert their corporate credentials, moreconfident in expressing their sense of femininity in the workplace – yet cognisant of theimportance of quality manufacturing techniques and textile integrity, adept at visualprojections of their goal-driven lifestyle.3.3 GeographicThe target audience reside in inner-urban Sydney. Sydney is also the focus ofpromotional activity.3.4 Behavioural / UsageAs a visible accessory that conveys a sense of the success and status of the wearer, thetarget audience perceives the purchase and utilisation of a Zafino laptop bag as anindividualised expression of style and confidence, a marker of status and a reward forachieving a career milestone that signifies a sense of personal recognition –demonstrating the ability to coopt a premium product they deserve that manifests atangible signifier of their female empowerment; a defining point of difference, depictingcorporate confidence and personal style – an opportunity for personal expression andidentity that transcends the corporate uniform.Page 6 of 9
    • Plan Direct Marketing Activities – BSBMKG508AJADDAN BRUHN4. Direct Marketing ObjectivesKey goals to be addressed through the proposed promotional activities have been identified as anurgent requirement to increase brand recognition, direct traffic to and increase sales at Zafino’swebsite, expand market share and raise consumer awareness of the product’s defining attributes.Underpinning the broader promotional deliverables, and, commensurate with the opening of theDavid Jones retail concessions, sales are projected to increase concurrently by 200% during thefourth quarter.Altering the profile of Zafino, affiliating Zafino with the consumer’s lifestyle; the designatedpromotional activities are tasked with positioning Zafino at the premium end of the market, in acost-effective, consistent manner, maximising brand exposure, providing the scope andopportunity for the product’s attributes, style and superior quality to be explored, demonstratedand glamorised; creating a buzz, engendering recognition and piquing desire; resulting inconsumers making a Zafino laptop bag purchase.These goals are to be achieved through advertising structured for the maximum reach andfrequency possible within budgetary limitations, flighting simultaneous to promotional activitiestimed to generate awareness of the product via multiple touch points, compounding the impactof paid-for promotional activity and its ability to leverage exposure and activity generated by nonpaid-for promotional activity.5. Direct Marketing StrategiesDirect marketing activities are to be employed to support and underpin the strength andeffectiveness of Zafino’s promotional campaign. Utilising paid for mailing lists and the customerdatabases of promotional partners to directly engage with consumers, Zafino intends to leverage thereach of its advertising campaign with personalised electronic and direct mail to prospectiveconsumers in its defined target audience.Page 7 of 9
    • Plan Direct Marketing Activities – BSBMKG508AJADDAN BRUHN6. TacticsDuring the campaign period of April to July 2010, the promotional activity will be conducted asfollows:6.1 Direct Mail – April 2010*Purchase subscriber lists of Grazia & Marie Claire magazines, delete duplicates, directmail a post card informing the recipient of the launch of the new Zafino website,upcoming Zafino hosted events & directing them to register their details through thewebsite for product discounts, prizes & to be informed of future Zafino style events.6.2 Social Media – April 2010Create Zafino Facebook page. Reference the link on the Zafino website & alert names inthe database via e-mail. Direct people to join Zafino on Facebook & post a link on theirwall & invite their friends; to keep informed of Zafino style events, offers & prizes.6.3 Magazine Print Advertisements – May to July 2010Half page print advertisements featuring Megan Gale as the face of Zafino, in Grazia,Famous, Madison & Marie Claire magazines during May, June & July 2010. Images usedfor the print advertisement will be from stills taken during the filming of the TVC.6.4 Sales Promotion – April to July 2010*Through magazine subscription website magshop.com.au, via electronic direct mailoffer new and existing subscribers discount on laptop bag purchase, with the incentiveof offering three back copies with the new laptop bag of the magazine subscribed to. Asadditional support to the electronic direct mail, have a promotion link on magshop &Zafino website and Facebook page, and printed on new subscriber cards inserted in allACP magazines.6.5 Television Commercial – May to July 2010TVC promoting brand awareness & launch of David Jones retail concession, featuringMegan Gale as the face of Zafino. To air during May, June & July during 7pm Project,The Good Wife, Ugly Betty, NCIS, Masterchef and Medium, shows most watched by thetarget audience.6.6 Public Relations – Host charity screening of Sex and the City 2 – June 2010In conjunction with 2Day FM, Time Out Sydney, The Sydney Morning Herald, SkyyVodka, Sunraysia Natural Beverage Company (cranberry juice retailer), Event Cinema &The McGrath Foundation, host a charity screening of Sex and the City 2, with allproceeds from the evening going to The McGrath Foundation.6.7 Public Relations – Fashion event at David Jones – May 2010*To launch the opening of Zafino retail concessions at David Jones, Zafino, DavidLawrence & David Jones host a fashion show at the Elizabeth St store showcasing thecorporate Spring/Summer 2010 collection of David Lawrence, integrating the Zafinoproduct range. Personalised direct mail invitations will be sent to Sydney David Jonesaccount holders inviting them to the event & introducing them to the product.*=direct marketing activity.Page 8 of 9
    • Plan Direct Marketing Activities – BSBMKG508AJADDAN BRUHN7. Control MeasuresUnlike other promotional activity options available to Zafino, the impact and engagement levelgenerated by direct marketing activity is able to be monitored and measured precisely. Clickthrough sales generated by electronic direct mail can be tracked and measured for effectiveness andto monitor and determine the accuracy of the audience targeted.The effectiveness of the personalised direct mail can be determined by attendance at the invitedevent. Inclusions in the mail-out encouraging a direct response, either by interacting with thewebsite, signing up to the Zafino customer database, or making an event specific purchase (ieoffering an event specific discount), are further ways to measure the effectiveness of direct mail.8. Indicative Budget – David Jones Fashion EventRetail ExecutionsDJ Fashion Event - ZafinoBudget - Fashion EventModels 5,000.00Stage Manager 800.00Hair/Makeup/Wardrobe 2,000.00Staging Equipment & Staff 3,000.00Lighting Equipment & Staff 2,000.00Audiovisual Equipment & Staff 2,000.00Interior fit-out & Site set-up crew 3,000.00Furniture Hire 2,000.00DJ 500.00Security 500.00Catering 2,000.00Hospitality Staff 1,000.00Cleaners 500.00Graphic Design & Printing 2,000.00Photographer 2,000.00Invitations & mailout 4,000.00Press Photos & Materials 8,000.00Total $40,300.00David Jones @ 50% $20,150.00David Lawrence @ 30% $12,090.00Zafino @ 20% $8,060.00Page 9 of 9
    • Plan Direct Marketing Activities – BSBMKG508AJADDAN BRUHN7. Control MeasuresUnlike other promotional activity options available to Zafino, the impact and engagement levelgenerated by direct marketing activity is able to be monitored and measured precisely. Clickthrough sales generated by electronic direct mail can be tracked and measured for effectiveness andto monitor and determine the accuracy of the audience targeted.The effectiveness of the personalised direct mail can be determined by attendance at the invitedevent. Inclusions in the mail-out encouraging a direct response, either by interacting with thewebsite, signing up to the Zafino customer database, or making an event specific purchase (ieoffering an event specific discount), are further ways to measure the effectiveness of direct mail.8. Indicative Budget – David Jones Fashion EventRetail ExecutionsDJ Fashion Event - ZafinoBudget - Fashion EventModels 5,000.00Stage Manager 800.00Hair/Makeup/Wardrobe 2,000.00Staging Equipment & Staff 3,000.00Lighting Equipment & Staff 2,000.00Audiovisual Equipment & Staff 2,000.00Interior fit-out & Site set-up crew 3,000.00Furniture Hire 2,000.00DJ 500.00Security 500.00Catering 2,000.00Hospitality Staff 1,000.00Cleaners 500.00Graphic Design & Printing 2,000.00Photographer 2,000.00Invitations & mailout 4,000.00Press Photos & Materials 8,000.00Total $40,300.00David Jones @ 50% $20,150.00David Lawrence @ 30% $12,090.00Zafino @ 20% $8,060.00Page 9 of 9