Bench, Integrated Marketing and Communications Strategy

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This is an Integrated Marketing and Communications Strategy for the retail brand, Bench. The strategy is applicable for a year.

This is an Integrated Marketing and Communications Strategy for the retail brand, Bench. The strategy is applicable for a year.

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  • 1. BENCH BODY Monday, October 29, 12
  • 2. BENCHBODY Monday, October 29, 12
  • 3. Monday, October 29, 12
  • 4. chapter one Monday, October 29, 12
  • 5. Overview of industry Aggregates Contact points B.R.S. OVERVIEW Monday, October 29, 12
  • 6. identity bench Monday, October 29, 12
  • 7. Monday, October 29, 12
  • 8. methodologyMonday, October 29, 12
  • 9. employees end consumers mom MARKETS MULTIPLE Monday, October 29, 12
  • 10. Monday, October 29, 12
  • 11. process decision-making Monday, October 29, 12
  • 12. process decision-making m otivation Monday, October 29, 12
  • 13. process decision-making m otivation Try Monday, October 29, 12
  • 14. process decision-making m otivation Try Like Monday, October 29, 12
  • 15. process decision-making m otivation Try Like PURCHASE Monday, October 29, 12
  • 16. aggregatesMonday, October 29, 12
  • 17. aggregates sluttay! functional high school Current 1 emerging The other current chosen Monday, October 29, 12
  • 18. CURRENT sluttay! current 1 Monday, October 29, 12
  • 19. GRAPHICS demo sluttay! current 1 Monday, October 29, 12
  • 20. BC1 GRAPHICS demo sluttay! current 1 college Monday, October 29, 12
  • 21. BC1 GRAPHICS demo sluttay! current 1 18 – 21 Y/o college Monday, October 29, 12
  • 22. GRAPHICS PSYCHO sluttay! current 1 Monday, October 29, 12
  • 23. Sexiness & style Magazines, models, friends GRAPHICS PSYCHO sluttay! current 1 Monday, October 29, 12
  • 24. GRAPHICS PSYCHO sluttay! current 1 Monday, October 29, 12
  • 25. Confidence boost “PEOPLE JUDGE ME BY THE TYPE OF UNDERWEAR I CHOOSE.” “Eye-popping!” GRAPHICS PSYCHO sluttay! current 1 Monday, October 29, 12
  • 26. GRAPHICS PSYCHO sluttay! current 1 Monday, October 29, 12
  • 27. Confidence boost “PEOPLE JUDGE ME BY THE TYPE OF UNDERWEAR I CHOOSE.” GRAPHICS PSYCHO sluttay! current 1 Monday, October 29, 12
  • 28. behavioral sluttay! current 1 Monday, October 29, 12
  • 29. behavioral Sexy & stylish P 350 – 500 per piece sluttay! current 1 Monday, October 29, 12
  • 30. CURRENTMonday, October 29, 12
  • 31. CURRENT top of mind “Bench s ads are awesome!” sexiness and style Likes the current ads for its sex appeal “I don’t really care if Bench would change its image.” “What matters is I still get my lingerie.” Monday, October 29, 12
  • 32. CURRENT2 The other current Monday, October 29, 12
  • 33. Current2 Monday, October 29, 12
  • 34. Current2 Monday, October 29, 12
  • 35. Years old Current2 Monday, October 29, 12
  • 36. Years oldHS/college student Current2 Monday, October 29, 12
  • 37. Years oldHS/college student Current2 Monday, October 29, 12
  • 38. Years oldHS/college student Current2 Monday, October 29, 12
  • 39. practicality Years oldHS/college student Current2 Monday, October 29, 12
  • 40. practicality Comfort Years oldHS/college student Current2 Monday, October 29, 12
  • 41. practicality Comfort function Years oldHS/college student Current2 Monday, October 29, 12
  • 42. practicality Comfort style function Years oldHS/college student Current2 Monday, October 29, 12
  • 43. practicality Comfort style function Years oldHS/college student Current2 MOM Monday, October 29, 12
  • 44. practicality Comfort style function Years oldHS/college student Current2 MOM “Bra and undie shopping is a ritual that all girlfriends go through together.” Monday, October 29, 12
  • 45. practicality Comfort style function Years oldHS/college student Current2 MOM “Bra and undie shopping is a ritual that all girlfriends go through together.” “I like feeling like I’m in my own skin.” – feels like themselves Monday, October 29, 12
  • 46. they can be more presentable and carry themselves better practicality Comfort style function Years oldHS/college student Current2 MOM “Bra and undie shopping is a ritual that all girlfriends go through together.” “I like feeling like I’m in my own skin.” – feels like themselves Monday, October 29, 12
  • 47. they can be more presentable and carry themselves better practicality Comfort style function Years oldHS/college student Current2 MOM “Bra and undie shopping is a ritual that all girlfriends go through together.” “I like feeling like I’m in my own skin.” – feels like themselves idea of underwear as being “secret fun” Monday, October 29, 12
  • 48. “They can’t see it anyway.” they can be more presentable and carry themselves better practicality Comfort style function Years oldHS/college student Current2 MOM “Bra and undie shopping is a ritual that all girlfriends go through together.” “I like feeling like I’m in my own skin.” – feels like themselves idea of underwear as being “secret fun” Monday, October 29, 12
  • 49. Buying behavior Monday, October 29, 12
  • 50. “I pick my underwear depending on my mood for the day.” Buying behavior Monday, October 29, 12
  • 51. “I pick my underwear depending on my mood for the day.” “I pick my underwear depending on what I wear. ------------- I don’t like it to be seen.”------- Buying behavior Monday, October 29, 12
  • 52. Practical. Comfortable. Functional. stylish . “I pick my underwear depending on my mood for the day.” Buys “I pick my underwear depending on what I wear. ------------- I don’t like it to be seen.”------- Buying behavior Monday, October 29, 12
  • 53. Practical. Comfortable. Functional. stylish . “I pick my underwear depending on my mood for the day.” Buys “I pick my underwear depending on what I wear. ------------- I don’t like it to be seen.”------- Buying behavior piece by piece, sets, or in bulk Monday, October 29, 12
  • 54. Practical. Comfortable. Functional. stylish . “I pick my underwear depending on my mood for the day.” Buys “I pick my underwear depending on what I wear. ------------- I don’t like it to be seen.”------- P400 - P700 a piece. Buying behavior piece by piece, sets, or in bulk Monday, October 29, 12
  • 55. Degrading. “They’re trying too hard to make a sale, to the point that they use the bodies of their endorsers.” DESPERATE. Trashy& “Tacky and scandalous ads” “I’d purchase more if they fixed their image.” 1-2x a year or when she sees something she likes – not often lack of loyalty Prices < Budget Bench slut Can buy more hate Monday, October 29, 12
  • 56. Competitive functional Monday, October 29, 12
  • 57. graphics DEMO functional Monday, October 29, 12
  • 58. graphics DEMO 12 – 15 y/o functional Monday, October 29, 12
  • 59. graphics DEMO 12 – 15 y/o High School functional Monday, October 29, 12
  • 60. graphics DEMO BC1 12 – 15 y/o High School functional Monday, October 29, 12
  • 61. graphics psycho functional Monday, October 29, 12
  • 62. graphics psycho Style and fit Moms, sisters, friends Comfort functional Monday, October 29, 12
  • 63. BEHAVIORAL functional Monday, October 29, 12
  • 64. BEHAVIORAL Buys own underwear Function/Support P 200 - 1000 functional Monday, October 29, 12
  • 65. competitiveMonday, October 29, 12
  • 66. competitive Top of Mind Purchased but Affordable no repeat purchase “Underwear rips quickly” Monday, October 29, 12
  • 67. competitiveMonday, October 29, 12
  • 68. competitive Does not have the right fit and size Last resort “Too sensual, Does not like the ads too FHM.” Monday, October 29, 12
  • 69. EMERGING high school Monday, October 29, 12
  • 70. graphics DEMO high school Monday, October 29, 12
  • 71. graphics DEMO High School 12 – 15 y/o BC1 high school Monday, October 29, 12
  • 72. graphics psycho high school Monday, October 29, 12
  • 73. graphics psycho Style and fit high school Monday, October 29, 12
  • 74. graphics psycho Style and fit Moms & sisters high school Monday, October 29, 12
  • 75. graphics psycho Style and fit Moms & sisters different types of underwear high school Monday, October 29, 12
  • 76. graphics psycho Style and fit Moms & sisters different types of underwear feeling of “FUN” high school Monday, October 29, 12
  • 77. BEHAVIORAL high school Monday, October 29, 12
  • 78. BEHAVIORAL Mom high school Monday, October 29, 12
  • 79. BEHAVIORAL Mom shopping buddy high school Monday, October 29, 12
  • 80. BEHAVIORAL Mom shopping buddy who pays for me high school Monday, October 29, 12
  • 81. BEHAVIORAL Mom shopping buddy who pays for me Less than P 1,000 high school Monday, October 29, 12
  • 82. EMERGINGMonday, October 29, 12
  • 83. EMERGING Top of Mind Never purchased Affordable & Style No items for younger people Monday, October 29, 12
  • 84. EMERGINGMonday, October 29, 12
  • 85. Likes the Bench ads “That’s hot!” EMERGINGMonday, October 29, 12
  • 86. aggregate chosen the Monday, October 29, 12
  • 87. aggregate chosen the current 2 Monday, October 29, 12
  • 88. Monday, October 29, 12
  • 89. WHY IS this the most profitable aggregate? Monday, October 29, 12
  • 90. WHY IS this the most profitable aggregate? loyalty Monday, October 29, 12
  • 91. WHY IS this the most profitable aggregate? Market shareloyalty Monday, October 29, 12
  • 92. WHY IS this the most profitable aggregate? Market shareloyalty GOAL Monday, October 29, 12
  • 93. WHY IS this the most profitable aggregate? Market shareloyalty GOAL Increase frequency and size Monday, October 29, 12
  • 94. WHY IS this the most profitable aggregate? Market shareloyalty GOAL Increase frequency and size how? Monday, October 29, 12
  • 95. WHY IS this the most profitable aggregate? Market shareloyalty GOAL Increase frequency and size how? By making them aware Of the new positioning Monday, October 29, 12
  • 96. contacts Brand Monday, October 29, 12
  • 97. 1 My friends were right! stylish& Monday, October 29, 12
  • 98. 1 My friends were right! stylish& Monday, October 29, 12
  • 99. 1 Monday, October 29, 12
  • 100. 1EXPERIENCE My friends were right! stylish& Monday, October 29, 12
  • 101. 1 MESSAGESENT It’s a good brand! buy it! Monday, October 29, 12
  • 102. 1 MESSAGESENT It’s a good brand! buy it! Monday, October 29, 12
  • 103. 2 Monday, October 29, 12
  • 104. 2 qualityVariety of BUT Tacky EXPECTATION Monday, October 29, 12
  • 105. 2EXPERIENCE EMBARRASSED {sensual ads} They have good productsBUT :”( Monday, October 29, 12
  • 106. 2BECAUSE OF MESSAGESENT bench body quality underwear tarnished image Monday, October 29, 12
  • 107. 3 Too sensual and degrading for girls. notUA&P friendly EXPECTATION Monday, October 29, 12
  • 108. 3 Turned off notUA&P friendly EXPERIENCE Monday, October 29, 12
  • 109. 3 Bench body is for slutty girls not UA&P friendly MESSAGESENT Monday, October 29, 12
  • 110. 4 Poor taste/low quality? EXPECTATION not UA&P friendly Monday, October 29, 12
  • 111. 4Turn off EXPERIENCE not UA&P friendly Monday, October 29, 12
  • 112. 4“Bench body Ads look cheap, so maybe their products are cheap.” MESSAGESENT not UA&P friendly Monday, October 29, 12
  • 113. 5 “They Have good quality so I think its practical.” EXPECTATION Monday, October 29, 12
  • 114. 5 “they fit well.” EXPERIENCE Monday, October 29, 12
  • 115. 5“buy more? haha” MESSAGESENT Monday, October 29, 12
  • 116. PRIO RITY GR ID Monday, October 29, 12
  • 117. Disgusters Billboards Print ads Stores Monday, October 29, 12
  • 118. DelightersFriends &Stores Monday, October 29, 12
  • 119. Annoyances Monday, October 29, 12
  • 120. frills MOMMonday, October 29, 12
  • 121. Disgusters Delighters Annoyances Frills Billboards Print ads Stores Mom Friends Stores Monday, October 29, 12
  • 122. Map Mind Monday, October 29, 12
  • 123. functionAffordable and ESSENTIALS BASICS Monday, October 29, 12
  • 124. functionPractical but QUALITY CHEAP Monday, October 29, 12
  • 125. IMAGETrashy and DEGRADING TACKY Monday, October 29, 12
  • 126. IMAGEStylish for MOOD CUTE designs every Monday, October 29, 12
  • 127. B.R.S.Monday, October 29, 12
  • 128. B.R.S. BENCHis Monday, October 29, 12
  • 129. B.R.S. BENCHis my slutty friend I don’t want to be seen with. Monday, October 29, 12
  • 130. chapter two Monday, October 29, 12
  • 131. objectives strategy big idea timeline OVERVIEW contact pts. and executions Monday, October 29, 12
  • 132. Monday, October 29, 12
  • 133. OBJECTIVES Monday, October 29, 12
  • 134. OBJECTIVES frequency Monday, October 29, 12
  • 135. OBJECTIVES loyalty frequency Monday, October 29, 12
  • 136. OBJECTIVES loyalty frequency size Monday, October 29, 12
  • 137. Monday, October 29, 12
  • 138. strategystrategy Monday, October 29, 12
  • 139. strategystrategy Change our identity... and let them know! Monday, October 29, 12
  • 140. bigMonday, October 29, 12
  • 141. big Be you. Monday, October 29, 12
  • 142. big Be you.WEAREVER. Monday, October 29, 12
  • 143. big Be you.WEAREVER. WHENEVER. Monday, October 29, 12
  • 144. proposed contact points channelsand execution Monday, October 29, 12
  • 145. proposed contact points channelsand execution Monday, October 29, 12
  • 146. Viralmarketing Monday, October 29, 12
  • 147. Monday, October 29, 12
  • 148. Monday, October 29, 12
  • 149. activation Monday, October 29, 12
  • 150. display interactive Monday, October 29, 12
  • 151. Print ads Monday, October 29, 12
  • 152. Monday, October 29, 12
  • 153. Monday, October 29, 12
  • 154. Monday, October 29, 12
  • 155. Monday, October 29, 12
  • 156. Monday, October 29, 12
  • 157. Monday, October 29, 12
  • 158. bill boards Monday, October 29, 12
  • 159. mondayMonday, October 29, 12
  • 160. tuesdayMonday, October 29, 12
  • 161. WEdnesdayMonday, October 29, 12
  • 162. thursdayMonday, October 29, 12
  • 163. FridayMonday, October 29, 12
  • 164. Events Monday, October 29, 12
  • 165. Monday, October 29, 12
  • 166. timeline Monday, October 29, 12
  • 167. timeline may Monday, October 29, 12
  • 168. timeline may Viral marketing Monday, October 29, 12
  • 169. Monday, October 29, 12
  • 170. june july Monday, October 29, 12
  • 171. june july Activation Monday, October 29, 12
  • 172. Monday, October 29, 12
  • 173. Aug Sep Monday, October 29, 12
  • 174. Aug Sep Interactive Display Monday, October 29, 12
  • 175. Monday, October 29, 12
  • 176. oct dec Monday, October 29, 12
  • 177. oct dec Print Ads Monday, October 29, 12
  • 178. Monday, October 29, 12
  • 179. jan mar Monday, October 29, 12
  • 180. jan mar Billboards Monday, October 29, 12
  • 181. for culminating activity Monday, October 29, 12
  • 182. apr for culminating activity Monday, October 29, 12
  • 183. apr Print Ads for culminating activity Monday, October 29, 12
  • 184. may Monday, October 29, 12
  • 185. may Culminating Activity Monday, October 29, 12
  • 186. end may Culminating Activity Monday, October 29, 12
  • 187. Monday, October 29, 12
  • 188. donealmost Monday, October 29, 12
  • 189. conclusion Monday, October 29, 12
  • 190. conclusion thank you Monday, October 29, 12
  • 191. BENCHBODY Monday, October 29, 12