Crosscut Advisory Proposal to Global Fragrance Brand

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Crosscut Advisory proposal to a global fragrance brand for strategic development

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Crosscut Advisory Proposal to Global Fragrance Brand

  1. 1. TM TM Crosscut Advisory Partners, LLC. SelectNY Proposal: Fragrance Exploratory © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  2. 2. Confidentiality Crosscut will hold all information gained from SelectNY under the strictest provisions of client-partner confidentiality. Crosscut’s principals and representatives will keep any, and all information, confidential, and will not divulge to any third party. 1 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  3. 3. Background SelectNY is an astute global luxury strategic communications concern. Its Chief Strategic Officer, Wolfgang Schaefer, has requested Crosscut develop an approach outlining how it would logically interrogate, and find new insights in the consumer fragrance category. Crosscut principals have prior experience in fragrance, specifically, developing the strategic platforms for Hugo Boss V, Rocawear 99, and start-up leadership in men’s grooming. Crosscut will leverage this experience for this engagement. 2 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  4. 4. Objective Crosscut will discern new Culture contexts and insights relating to the awareness, consideration, purchase, and consumption of fragrance. The primary premise of this objective is to ascertain what consumer attitudes and behaviors are shaping the Culture of fragrance, and how. We will evaluate and analyze the fragrance market, consumer, product, and experience, in order to identify relevant and emergent consumer tangents. This customized approach consists of TM Crosscutting , a proprietary quantified measure of Culture in markets, layered on top of Crosscut’s strategic methodology - Evaluate, Measure, Apply - will identify alternative leading directions for fragrance brand marketers. 3 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  5. 5. Deliverable Crosscut will deliver a business opinion and strategic recommendations via a comprehensive Power Point deck and presentation, including sources, findings, insights, and implications. 4 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  6. 6. Crosscut Methodology Cut 1: Evaluate Audit of category Key Review and interrogate Define Culture Performance Indicators: category, market, dimensions to track + Drivers of Purchase consumer, channel, Qual research product, brand data Cut 2: Measure Crosscutting Process Identify and correlate Extract simple outputs, Crosscuts to category recommend direction EXTEND AND STRETCH ADOPT AND Cut 3: Apply POSITION NEW COMMUNICATE FRAGRANCE FRAGRANCE Apply Culture to CAGTEGORY/EQUITY RELEVANT CULTURE CULTURE INSIGHT 1 2 BEHAVIOR 3 business and revenue models as Market- Performing Culture LEVERAGE CULTURE TO INFLUENCE REASON TO BELIEVE INCREASE CONSUMER CATEGORY VALUE FOR PURCHASE Intelligence TARGETS DECISIONS PROPOSITION 5 4 6 MANAGE BUSINESS AND BRAND RETURNS VIA IMPLICATIONS 7 5 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  7. 7. Qualitative Approach Crosscut will utilize a mix of qualitative and quantitative research methodologies to begin to decipher where fragrance is headed, and why. Expert Online Shopper Focus Groups Interviews Questionnaire Analysis NYC-based focus group One-on-one interviews Comprehensive online Shop-a-long trips with compromised of Heavy with leading questionnaire designed fragrance-involved fragrance users, male practitioners in to test hypothesis and consumers; Store and female. Objective: fragrance development, new learnings observations Attitudes, Behavior, marketing, branding, regarding fragrance Perception, Usage trade, and academia insights and exploratory areas 6 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  8. 8. Quantitative Approach - Crosscutting TM Crosscut will poll approximately 50-100 consumers to identify what dimensions of Culture for fragrance are most relevant today, and what will motivate them to seek new fragrance experiences tomorrow. Commerce Culture AUTOMO BEER & CNSMER CELEBRITY CULINARY CURRENT TIVE SPIRITS ELCTRONCS CPG DIGITAL INFLUENCE HABITS EVENTS DESIGN DIVERSITY ENTERTAI ENVIRON FINANCIAL FOOD & HEALTH ENVIRO ENTERTAIN FAITH FAMILY FASHION NMENT MENT SRVCES BEVERAGE CARE NMENT MENT HOSPIT MEDIA & QSR & SOCIAL X GAMING & HEALTH & INNOV INTOXI CAS RETAIL ATION LANGUAGE ALITY PUBLSHNG MEDIA HOBBY FITNESS CANTS DINING TECHN TRAVEL & MUSIC ROLE SPORTS TELECOM WIRELESS MEDIA SEXUALITY SUCCESS OLOGY LEISURE TASTE MODEL 7 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  9. 9. Culture Hypothesis While Crosscut views the category of Fragrance within Consumer Packaged Goods, determining which Culture dimensions most influence consumption is more difficult. Our hypothesis are the following dimensions may be drivers… Culture CELEBRITY CULINARY CURRENT DESIGN DIVERSITY INFLUENCE HABITS EVENTS ENVIRO ENTERTAIN FAITH FAMILY FASHION NMENT MENT GAMING & HEALTH & INNOV INTOXI ATION LANGUAGE HOBBY FITNESS CANTS MUSIC ROLE MEDIA SEXUALITY SUCCESS TASTE MODEL 8 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  10. 10. Areas of exploration  Brand awareness and trial  Brand image and fragrance attributes  Consumer demographics  Consumer usage behavior  Sales channel mix  Seasonality, gifting, ancillary  Innovation  Adult, teen shopping incidence by retail format  Product merchandising  Advertising and communication  Adjacencies and other factors  Gender perceptions  Aroma and scent profiles 9 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  11. 11. Key consumer variables to examine  Adoption  Affinity  Awareness  Esteem  Loyalty  Persuasion  Preference  Purchase  Recall  Respect  Retention  Trust  Value 10 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  12. 12. Timeline Crosscut can fulfill this proposed research scheme in 30 working days:  W/O April 26, 2009: “In field” collecting data (qualitative)  W/O May 3, 2009: Crosscutting (quantitative)  W/O May 10, 2009: Client interim briefing and status  W/O May 17, 2009: Further strategic refinement and development  May 21, 2009: Client presentation 11 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  13. 13. Benefits to SelectNY The benefits of a Crosscut engagement to explore the fragrance marketplace accrue to SelectNY as follows:  Leverage Culture to understand fragrance market dynamics  Discover what is driving purchase in fragrance consumption  Identify emerging trends in fragrance and consumer behavior  Modify and refine existing strategic decisions and tactics  Optimize future product launches, communications and strategies  Develop competitive mitigation strategies and plans 12 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  14. 14. Pricing & Terms $XX,XXX  Assumes all direct and indirect costs and fee  50% of total due in the first working week (five days from agreement)  Net 15 days for balance due 13 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  15. 15. Thank you. TM TM 14 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

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