•Worldwide€brand
•Distinctive€style
(self-confident,€metropolitan/urban,€trendsetter,€style€conscious,€
educated,€distinct...
•Incoherent image€and€communication€for€different€products
[Perfume€does€not€remind€of€eyewear€(spokesperson)]
•“POLICE”:€...
•Lifestyle (non-eyewear€products)€
•Flagship stores
•Female,€kids
•18/25
•Internet as€a€resource
•Competitors:
 -Diesel€(stylish-alternative)
 -Persol (educated)
 -Oxydo (non-conformist,€metropolitan)€
 -ZeroRH+€(avant-...
•4€fan€clubs€within€the€first€50€results
•Bigger€one:€1794€fans
•Pictures,€video€and€comments


•2nd and€3rd position
• ke...
•One-t
      o-one€s
              urvey
 •Video€
        Intervie
                 w
  •Positi
          oning€
•Matteo Brotto

•Alessandra Capelli

•Marco Santo Danesi

  •Cinzia Lucato

  •Elisa Nicoletto

 •Silvia Zaramella



    ...
Metropolitan Heroes  Analisi 1
Metropolitan Heroes  Analisi 1
Metropolitan Heroes  Analisi 1
Metropolitan Heroes  Analisi 1
Metropolitan Heroes  Analisi 1
Metropolitan Heroes  Analisi 1
Metropolitan Heroes  Analisi 1
Metropolitan Heroes  Analisi 1
Metropolitan Heroes  Analisi 1
Metropolitan Heroes  Analisi 1
Metropolitan Heroes  Analisi 1
Metropolitan Heroes  Analisi 1
Metropolitan Heroes  Analisi 1
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Metropolitan Heroes Analisi 1

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Metropolitan Heroes Analisi 1

  1. 1. •Worldwide€brand •Distinctive€style (self-confident,€metropolitan/urban,€trendsetter,€style€conscious,€ educated,€distinctive) •Distribution •Materials •Design •Prestige€
  2. 2. •Incoherent image€and€communication€for€different€products [Perfume€does€not€remind€of€eyewear€(spokesperson)] •“POLICE”:€cops,€music€band,€eyewear •Internet:€non-activated€links,€no€interaction,€no€web€2.0,€WTC •Male€target??€ •Ambiguous messages,€adv •Too€much€American€style •Perfume€Adv€– Police????
  3. 3. •Lifestyle (non-eyewear€products)€ •Flagship stores •Female,€kids •18/25 •Internet as€a€resource
  4. 4. •Competitors: -Diesel€(stylish-alternative) -Persol (educated) -Oxydo (non-conformist,€metropolitan)€ -ZeroRH+€(avant-garde) •Communicative€Homologation •Low€Price (materials,€design!?!)
  5. 5. •4€fan€clubs€within€the€first€50€results •Bigger€one:€1794€fans •Pictures,€video€and€comments •2nd and€3rd position • key€words:€sunglasses,€eyewear,€jewels,€watches • There€is€nothing€on€MySpace€about€Police • with€key€word€“Police”:€NO€PERTINENT€RESULTS • adding€“eyewear” or€“sunglasses”:€few€video€ads
  6. 6. •One-t o-one€s urvey •Video€ Intervie w •Positi oning€
  7. 7. •Matteo Brotto •Alessandra Capelli •Marco Santo Danesi •Cinzia Lucato •Elisa Nicoletto •Silvia Zaramella per:
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