Zafino Laptop Bag Marketing & Promotion Proposal

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Zafino Laptop Bag marketing & promotion plan

Zafino Laptop Bag marketing & promotion plan

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