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<ul><li>JADDAN BRUHN CEO / CFO </li></ul><ul><li>BOBBY BRADY ACCOUNT MANAGER </li></ul><ul><li>MIKE BRADY CREATIVE DIRECTO...
 
<ul><li>PROMOTIONAL PLAN </li></ul>
SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Premium product </li></ul><ul><li>High quality materials </li></ul><ul><...
Target Audience <ul><li>Demographic </li></ul><ul><li>25 – 35 year old, female </li></ul><ul><li>Educated, employed </li><...
Market Positioning
Promotional Goals <ul><li>Increase brand recognition </li></ul><ul><li>Raise awareness of product attributes </li></ul><ul...
Promotional Activity <ul><li>Direct Mail – April 2010 </li></ul><ul><li>Social Media – April 2010 </li></ul><ul><li>Magazi...
Promotional Vehicle 1 Public Relations <ul><li>Host charity screening of Sex and the City 2 </li></ul><ul><li>Co-hosted by...
Promotional Vehicle 1 Public Relations
Promotional Vehicle 1 Public Relations <ul><li>Team Roles </li></ul><ul><li>Team Leader </li></ul><ul><li>Marsha Brady, PR...
Promotional Vehicle 1 Public Relations - Budget <ul><li>Total cost $16,400 </li></ul><ul><li>Ticket Revenue $21,000 </li><...
Promotional Vehicle 1 Public Relations - Timeline
Promotional Vehicle 2 Advertisement – Television Commercial <ul><li>Emotively demonstrate style & function </li></ul><ul><...
Promotional Vehicle 2 Advertisement – Television Commercial
Promotional Vehicle 2 Advertisement – Television Commercial <ul><li>Team Roles </li></ul><ul><li>Team Leader </li></ul><ul...
Promotional Vehicle 2 Advertisement – Television Commercial <ul><li>Total Cost $75,800 </li></ul><ul><li>Pre-Production $1...
Promotional Vehicle 2 Advertisement – Television Commercial
Promotional Vehicle 2 Advertisement – Television Commercial
Promotional Vehicle 3 PR – DJ’s Fashion Event <ul><li>David Jones’ in-store fashion event </li></ul><ul><li>Runway fashion...
Promotional Vehicle 3 PR – DJ’s Fashion Event
Promotional Vehicle 3 PR – DJ’s Fashion Event <ul><li>Team Roles </li></ul><ul><li>Team Leader </li></ul><ul><li>Marsha Br...
Promotional Vehicle 3 PR – DJ’s Fashion Event <ul><li>Total cost $40,300 </li></ul><ul><li>Zafino @ 20% </li></ul><ul><li>...
Promotional Vehicle 3 PR – DJ’s Fashion Event - Timeline
Evaluation <ul><li>Financial </li></ul><ul><li>ROI – anticipated 40% </li></ul><ul><li>Market share – anticipated increase...
Conclusion <ul><li>Public Relations – Host charity screening of Sex and the City 2 </li></ul><ul><li>No Direct Cost </li><...
Recommendation <ul><li>Associated events are time sensitive </li></ul><ul><li>Co-sponsors are eager to get moving </li></u...
Moving Ahead <ul><li>Memorandum of Understanding needs to be signed </li></ul><ul><li>20% deposit to secure booking arrang...
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Zafino Laptop Bag Marketing & Promotion Proposal

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Zafino Laptop Bag marketing & promotion plan

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Transcript of "Zafino Laptop Bag Marketing & Promotion Proposal "

  1. 1. <ul><li>JADDAN BRUHN CEO / CFO </li></ul><ul><li>BOBBY BRADY ACCOUNT MANAGER </li></ul><ul><li>MIKE BRADY CREATIVE DIRECTOR </li></ul><ul><li>JAN BRADY CREATIVE SERVICES MANAGER </li></ul><ul><li>PETER BRADY MEDIA MANAGER </li></ul><ul><li>MARSHA BRADY PUBLIC RELATIONS MANAGER </li></ul><ul><li>GREG BRADY RESEARCH </li></ul>
  2. 3. <ul><li>PROMOTIONAL PLAN </li></ul>
  3. 4. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Premium product </li></ul><ul><li>High quality materials </li></ul><ul><li>Superior design </li></ul><ul><li>Weaknesses </li></ul><ul><li>Low brand awareness </li></ul><ul><li>Brand not diversified </li></ul><ul><li>Limited retail presence </li></ul><ul><li>Opportunities </li></ul><ul><li>Niche market </li></ul><ul><li>Growth in demand </li></ul><ul><li>Diffuse direct competition </li></ul><ul><li>Threats </li></ul><ul><li>Dependant on laptops </li></ul><ul><li>Established women’s brands enter category </li></ul>
  4. 5. Target Audience <ul><li>Demographic </li></ul><ul><li>25 – 35 year old, female </li></ul><ul><li>Educated, employed </li></ul><ul><li>Inner-city dwelling </li></ul><ul><li>Psychographic </li></ul><ul><li>Young optimism </li></ul><ul><li>Fashion conscious </li></ul><ul><li>Career oriented </li></ul><ul><li>Geographic </li></ul><ul><li>Sydney </li></ul><ul><li>Behaviour / Usage </li></ul><ul><li>Conveys status & success </li></ul><ul><li>Reward for achieving career milestone </li></ul><ul><li>Defining point of difference </li></ul><ul><li>Corporate confidence </li></ul><ul><li>Personal style </li></ul>
  5. 6. Market Positioning
  6. 7. Promotional Goals <ul><li>Increase brand recognition </li></ul><ul><li>Raise awareness of product attributes </li></ul><ul><li>Expand market share </li></ul><ul><li>Increase sales by 200% at retail concessions </li></ul>
  7. 8. Promotional Activity <ul><li>Direct Mail – April 2010 </li></ul><ul><li>Social Media – April 2010 </li></ul><ul><li>Magazine Print Advertisements – May to July 2010 </li></ul><ul><li>Sales Promotion – April to July 2010 </li></ul><ul><li>Television Commercial – May to July 2010 </li></ul><ul><li>Public Relations – Host charity screening of Sex and the City 2 – June 2010 </li></ul><ul><li>Public Relations – Fashion event at David Jones – May 2010 </li></ul><ul><li>Public Relations – CeBit IT Exhibition – May 2010 </li></ul>
  8. 9. Promotional Vehicle 1 Public Relations <ul><li>Host charity screening of Sex and the City 2 </li></ul><ul><li>Co-hosted by 2Day FM, Time Out Sydney, Sydney Morning Herald, Skyy Vodka, Sunraysia Natural Beverage Company, Event Cinemas and The McGrath Foundation </li></ul><ul><li>Engage with Target Audience </li></ul><ul><li>Promote brand awareness </li></ul><ul><li>Identify with lifestyle aspirations </li></ul>
  9. 10. Promotional Vehicle 1 Public Relations
  10. 11. Promotional Vehicle 1 Public Relations <ul><li>Team Roles </li></ul><ul><li>Team Leader </li></ul><ul><li>Marsha Brady, PR Manager </li></ul><ul><li>Support Roles </li></ul><ul><li>Bobby Brady, Account Manager </li></ul><ul><li>Peter Brady, Media Manager </li></ul><ul><li>Mike Brady, Creative Director </li></ul><ul><li>Basic Timing </li></ul><ul><li>Preliminary Planning </li></ul><ul><li>01/04/10 to 07/05/10 </li></ul><ul><li>Event Planning </li></ul><ul><li>10/05/10 to 21/05/10 </li></ul><ul><li>Graphic Design </li></ul><ul><li>10/05/10 to 21/05/10 </li></ul><ul><li>Publicity </li></ul><ul><li>03/05/10 to 28/05/10 </li></ul><ul><li>Site Set-up & Event </li></ul><ul><li>29/05/10 to 02/06/10 </li></ul>
  11. 12. Promotional Vehicle 1 Public Relations - Budget <ul><li>Total cost $16,400 </li></ul><ul><li>Ticket Revenue $21,000 </li></ul><ul><li>Donation to McGrath Foundation $4,600 </li></ul><ul><li>No cost to Zafino </li></ul>
  12. 13. Promotional Vehicle 1 Public Relations - Timeline
  13. 14. Promotional Vehicle 2 Advertisement – Television Commercial <ul><li>Emotively demonstrate style & function </li></ul><ul><li>Increase brand awareness </li></ul><ul><li>Build desire </li></ul><ul><li>Set in a crowded, lunchtime Martin Place </li></ul><ul><li>Feature Meagan Gale </li></ul>
  14. 15. Promotional Vehicle 2 Advertisement – Television Commercial
  15. 16. Promotional Vehicle 2 Advertisement – Television Commercial <ul><li>Team Roles </li></ul><ul><li>Team Leader </li></ul><ul><li>Bobby Brady, Account Manager </li></ul><ul><li>Support Roles </li></ul><ul><li>Mike Brady, Creative Director </li></ul><ul><li>Greg Brady, Research </li></ul><ul><li>Peter Brady, Media Manager </li></ul><ul><li>Jan Brady, Creative Services Manager </li></ul><ul><li>Basic Timing </li></ul><ul><li>Planning </li></ul><ul><li>01/03/10 to 16/04/10 </li></ul><ul><li>Pre-Production </li></ul><ul><li>02/03/10 to 09/04/10 </li></ul><ul><li>Production </li></ul><ul><li>12/04/10 to 16/04/10 </li></ul><ul><li>Post Production </li></ul><ul><li>19/04/10 to 30/04/10 </li></ul><ul><li>Master, Dubs & Distribution 03/05/10 to 21/05/10 </li></ul>
  16. 17. Promotional Vehicle 2 Advertisement – Television Commercial <ul><li>Total Cost $75,800 </li></ul><ul><li>Pre-Production $15,500 </li></ul><ul><li>Production $29,300 </li></ul><ul><li>Post Production $31,000 </li></ul>
  17. 18. Promotional Vehicle 2 Advertisement – Television Commercial
  18. 19. Promotional Vehicle 2 Advertisement – Television Commercial
  19. 20. Promotional Vehicle 3 PR – DJ’s Fashion Event <ul><li>David Jones’ in-store fashion event </li></ul><ul><li>Runway fashion show </li></ul><ul><li>In conjunction with David Lawrence </li></ul><ul><li>Incorporate entire Zafino range </li></ul><ul><li>Event exclusive to DJ account holders </li></ul><ul><li>Marks launch of new retail concessions at DJs </li></ul>
  20. 21. Promotional Vehicle 3 PR – DJ’s Fashion Event
  21. 22. Promotional Vehicle 3 PR – DJ’s Fashion Event <ul><li>Team Roles </li></ul><ul><li>Team Leader </li></ul><ul><li>Marsha Brady, PR Manager </li></ul><ul><li>Support Roles </li></ul><ul><li>Bobby Brady, Account Manager </li></ul><ul><li>Mike Brady, Creative Director </li></ul><ul><li>Basic Timing </li></ul><ul><li>Preliminary Planning </li></ul><ul><li>01/03/10 to 19/03/10 </li></ul><ul><li>Event Planning </li></ul><ul><li>22/03/10 to 02/04/10 </li></ul><ul><li>Graphic Design </li></ul><ul><li>22/03/10 to 16/04/10 </li></ul><ul><li>Site Planning </li></ul><ul><li>01/05/10 to 21/05/10 </li></ul>
  22. 23. Promotional Vehicle 3 PR – DJ’s Fashion Event <ul><li>Total cost $40,300 </li></ul><ul><li>Zafino @ 20% </li></ul><ul><li>Cost to Zafino $8,060 </li></ul>
  23. 24. Promotional Vehicle 3 PR – DJ’s Fashion Event - Timeline
  24. 25. Evaluation <ul><li>Financial </li></ul><ul><li>ROI – anticipated 40% </li></ul><ul><li>Market share – anticipated increase in 30% </li></ul><ul><li>Increase in value of Zafino company </li></ul><ul><li>Mindset </li></ul><ul><li>Focus Groups </li></ul><ul><li>Monitor brand perception </li></ul><ul><li>Measure attitudes towards product </li></ul><ul><li>Monitor product positioning </li></ul>
  25. 26. Conclusion <ul><li>Public Relations – Host charity screening of Sex and the City 2 </li></ul><ul><li>No Direct Cost </li></ul><ul><li>Start 1 st of April for event of 1 st of June 2010 </li></ul><ul><li>Public Relations – Fashion event at David Jones </li></ul><ul><li>$8,060 </li></ul><ul><li>Start 1 st of March for event date of 3 rd of May 2010 </li></ul><ul><li>Television Commercial </li></ul><ul><li>$75,800 </li></ul><ul><li>Start 1 st of March for air date of 21 st of May 2010 </li></ul>
  26. 27. Recommendation <ul><li>Associated events are time sensitive </li></ul><ul><li>Co-sponsors are eager to get moving </li></ul><ul><li>No other associated events </li></ul><ul><li>Critical to support launch of retail concessions </li></ul><ul><li>Fail to act now </li></ul><ul><li>Event sponsors may approach competitors </li></ul>
  27. 28. Moving Ahead <ul><li>Memorandum of Understanding needs to be signed </li></ul><ul><li>20% deposit to secure booking arrangements </li></ul><ul><li>Product samples to event co-sponsors </li></ul><ul><li>Sign off on all preliminary booking arrangements and costings </li></ul>

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