Marketing communication - How to utilise media vehicle for new brand

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Marketing Communication: Launch New Handbag Brand in Asia Market
All data and company are fictitious. Just for acedmic propose

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Marketing communication - How to utilise media vehicle for new brand

  1. 1. Hélène D. Faustine F. Romain B. Charlotte L Hélène C.
  2. 2. Agenda     Our Team Market & Target Analysis The Product Our Proposal − Objectives − Media Mix − Creative Idea  Conclusion
  3. 3. Market Analysis: Hong Kong  7 million people  9th GDP per Capita : US$49,300  Leisure Activity: Consuming − Impulsive buyers  Handbags: − France 2nd exporter for HK
  4. 4. Market Analysis: Insights  Apparition of a new social class: newly rich people − Enjoy buying luxuries that demonstrate their new social status − Perceive global brands as high quality, prestigious − Prefer to buy luxury from Western brand  Latent Need for social approval
  5. 5. Target Analysis  Upper-class Woman  Aged 18-35  Looking for: − Social Recognition − Quality − Innovation  Favored Media: − Female Magazines − Internet
  6. 6. Specific Purchasing Habits ROPO Buying Habits Brand awareness through digital support and prints... But purchase in store.... looking for a particular brand!
  7. 7. The Product  LUMI : A name that sounds feminine  Designed by Philippe Starck  Assembled by Hand  Features: − Internal Light Bulb − « Marinière » Print − Leather Handles & Seam
  8. 8. Brand Positioning “For young, independent women who want to feel unique and admired, LUMI is a luxury French designer bag that will put them in the spotlight, in all situations”
  9. 9. Our Proposal: Objectives Action Objectives Increase Brand Recognition • Increase Awareness in the Core Target • In line with the ROPO purchasing habit of the target • Encourage them to visit our website • Over exposures in total • Push them to Purchase • Estimated 30% of our target sales in cycle 1
  10. 10. Media Strategy  The perfect media mix to reach the target + Magazines : primary media Website + banners : secondary medium  Fits our target habits: Young active and connected  The secondary medium will boost brand recognition  Budget constraints: the target is too narrow for TV campaign
  11. 11. Wedge Reach    Cycle 1 + 2: Intensive-image : Reach & Frequency Strategy. Cycle 3: slow up a bit because of carryover effect Cycle 4: LC + 1 Reach Strategy. Overall 4 cycles gradually evolves into the Reach Strategy, as frequency is gradually reduced on subsequent flighting. 1922 1905 1914 Sale Peak Season Cycle 1 MEF(M) =18 MEF(W) =9 Cycle 2 MEF(M) =16 MEF(W) =8 REACH & FREQUENCY Nov Dec Jan Noel Feb Mar Cycle 3 Cycle 4 MEF(M) =14 Cycle 3 MEF(W) =7 MEF(M) =14 MEF(W) =7 Apr May MEF(M) =16 MEF(W) =8 REACH Jun Jul Chinese Aug Sep Oct Autumn Buy
  12. 12. Media Selection & Implement a Monthly Sale: 54000 Ads fee: €19500 Ads no: 17 inserts Weekly Visitors: 43,860 Ads fee: €33600 Ads no: 21 inserts Exposure: 918000 Exposure: 921060 1905 Monthly Sale: 76000 Ads fee: €17000 Ads no: 18 inserts Cycle 1 Exposure:1368000 Cycle 2 MEF(M) =18 MEF(W) =9 Strategic rule Cycle 1 Nov Dec Frequency - concentrate OTS - 1 inserts = 7 weeks Weekly Sale: 195 000 Ads fee: €12000 Ads no: 37 inserts Weekly Visitors: 4 000 Ads fee: €22400 Ads no: 15 inserts MEF(M) =16 Exposure: 7215000 MEF(W) =8 Cycle 2 Cycle 3 MEF (M) = 20 MEF (W) = 10 Reach - scatter OTS 1922 1914 5 inserts Jessica 5 inserts Elle 10 inserts Reach Jan Feb MEF (M) = 18 MEF (W) = 9 4 inserts Jessica 4 insert Elle Mar 10 inserts Reach Apr May Exposure: 60000 Cycle4 MEF (M) = 16 MEF (W) = 8 5 inserts Jessica 4 insert Elle 7 inserts Jun JulReach MEF (M) = 18 MEF (W) = 9 Aug Web-banner at Web-banner at Web-banner at 3 inserts fashion.com 4 inserts fashion.com 4 inserts fashion.com 7 inserts She.com 5 inserts She.com 4 inserts She.com 4 inserts Jessica 4 insert Elle 10 inserts Reach Sep Oct Web-banner at 4 inserts fashion.com 5 inserts She.com
  13. 13. Media Budget and Goals Text in here z Sales Goals HK market (18-35 year old) : 1.8 million Penetration rate: 20% Purchase: 1 purchase per year Awareness Aware Purchase (0.4) Exposure Expose MEF (M): 72 Aware (0.3) MEF(W): 36 Insertion Insertion Exposure
  14. 14. Brand Motivation  High Involvement  Transformational
  15. 15. Storytelling “You will be the only one they notice”
  16. 16. Print Creative Brand Recognition  Realistic Logo & Packshot  With sufficient Exposure  Category Need Portrayed HI/T  Strong Branding  Emotional Authenticity  Extreme Key Benefit Claim  Informational Benefits  Linked Marcom  Aspirational Presenter
  17. 17. Eyeblaster Do you want to shine ?
  18. 18. Eyeblaster
  19. 19. Eyeblaster You will be the only one they notice
  20. 20. Eyeblaster You will be the only one they notice
  21. 21. Digital Banner be t hehere if you Click only one t h want to shine c e ey noti
  22. 22. Website Lumi by Unique & Starck Click here to shine
  23. 23. Website Lumi by Unique & Starck Tonight is your night, just like every day is your day. You are confident, independent and authentic, prepared for any situation life may throw at you. And with its luxurious French design by Philippe Starck, its handcrafted association of the highest quality leather and fabric, and its very innovative internal glowing system, Lumi is your perfect companion. Step into the spotlight. Shine like no one else. You will be the only one they notice. Share It Find It
  24. 24. Thank you for your attention… NOW LET’S SHINE!!

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