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Squarelle Tonacity Multi Channel Plan

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A multi-channel plan of market expansion for a new high-end multi-tonal hair colouring product designed for home usage.
Google Squared Online, 2013.

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Squarelle Tonacity Multi Channel Plan

  1. 1. Executive Summary Product: Squarelle Tonacity – is a new high-end multi-tonal hair colouring product designed for home usage, priced at £24,99. • Key features: lasting colour, odourless and ammonia free. • Limited in-store distribution in the UK through John Lewis, Debenhams, House of Fraser. • Core competitors: hair salons such as Charles Worthington and Toni & Guy, and home hair products: L’Oreal, Garnier, Clairol.co.uk. Strategic Goals: 1. Develop an integrated marketing strategy facilitating a seamless cross-channel customer experience with Squarelle Tonacity. 2. Create brand awareness, driving trial, sales and advocacy. SMART objectives: 1. Increase market share by 3% in FY14 2. Generate 5% return on investment from Marketing initiatives Timeframe: 1st April - 20th June 2014 Budget: GBP 400 000
  2. 2. Jennifer is aged 25, single, no children and works in a consulting company. She has already been using cheaper hair colouring products like John Frieda at home and, ideally, is dissatisfied with the result. Needs and wants: She is constantly looking for a new better alternative. Her disposable income is high, however, she still finds salon hair colouring at about £60 an expensive choice. She’s looking for a gorgeous natural look at a reasonable price. Attributes: Smartphone, Laptop, iPad. Digital media usage: Heavy Internet user, highly mobile, uses IM to communicate with friends, doesn’t watch TV, prefers reviewing and buying products online at Net-a-porter and Amazon. Has a Facebook and a Pinterest account. Reads InStyle online. Key message: You can make yourself even more beautiful, stylish and confident with our premium multi-tone salon finish hair colorant – all these at a reasonable price and at home! Sarah is aged 35, married, working and has 2 children. She is income-rich, but time-poor. Sarah is used to salon-hair colouring and hates that the procedure is very time- consuming. Needs and wants: She wouldn’t mind saving an hour or two, colouring hair herself, in case she was offered a quality alternative. Attributes: Desktop PC, Smartphone. Digital media usage: Watches TV sometimes, reads online news-blogs and fashion journals, eg. Vogue, visits sites such as mumsnet.com, has a Twitter, Facebook and a LinkedIn account. Less mobile, doesn’t use IM, prefers buying products offline. Key message: You can make yourself look younger, healthier, naturally confident with our premium multi-tone salon finish hair colorant– all these in just half the time at home! Personas
  3. 3. Customer Journey & Product Touchpoints Jennifer, 25, single, no children. hgjhj 1. Awareness 2. Consideration 3. Purchase 5. Advocacy 4. Service ZMOT: Talks with friends/colleagues, does Google search by key words, reads/watches Youtube reviews and testimonials, has a first Squarelle website experience. Compares products on other sites like Amazon. TOUCHPOINTS: • Google search by key words • Onsite digital shop assistant • Interactive ads on Youtube • PPC banners • Comments on product page on Facebook and Pinterest Jennifer enjoys the product and feels like buying it again, but often forgets to. She also expresses interest to share her hair styling tips with friends. TOUCHPOINTS: • Personalised Mobile App: Automatic reminder to her for the time of purchase every 6 weeks • Customer Account on Squarelle e-Cademy website offering embedded customer YouTube videos feature. Stimulus: Sees LB mobile ads while passing by John Lewis, ppc ads, display ads, Reads articles and blogs, notices outdoor ads, hears launch hype and decides to participate in it. TOUCHPOINTS • Location-based ad in her mobile phone • Display ad on InStyle • PPC ads on FB FMOT: Visits a store for a ‘feel’ of Tonacity in comparison with other products. TOUCHPOINTS: • The product itself (in-store POS) • Sales team consultation • In-store QR codes on the products for more info SMOT: customer experience with the brand. TOUCHPOINTS: • Onsite Product review forms • 24/7 call centre • Onsite Digital assistant • Product Page on Facebook for customer feedback monitoring
  4. 4. Customer Journey & Product Touchpoints Sarah, 35, married, 2 children. hgjhj 1. Awareness 2. Consideration 3. Purchase 5. Advocacy 4. Service ZMOT: She talks with colleagues, reads online reviews and testimonials, makes Google search. She also has her first experience with Squrelle Tonacity website, TOUCHPOINTS: • Google search by key words • Onsite digital assistant • You-tube interactive advertising • Sarah enjoys the product and feels like buying it again, but often forgets to. She also expresses interest in sharing her hair styling tips with friends. TOUCHPOINTS: • Personalized Mobile App: Automatic reminder to her for the time of purchase every 6 weeks • Customer Account on Squarelle Website offering embedded customer Youtube styling videos feature. Stimulus: Through PR campaign and TV-advert, outdoor ads in the tube. Sees the product on the shelves while shopping in Debenhams. TOUCHPOINTS: -QR codes on the product in Debenhams -Debenhams sales team -Personalised email -Display banner ad on mumsnet.com FMOT: Visits a store for a ‘feel’ of Tonacity, also to compare it with other products. TOUCHPOINTS: • The product itself (in-store POS) • Sales Team’s consultation • In-store QR codes on the products for more info SMOT: customer experience with the brand at home. TOUCHPOINTS: • Onsite product review forms • 24/7 call centre • Onsite digital assistant • Customer support account on Twitter
  5. 5. Product Positioning UVP: Squarelle Tonacity offers gorgeous salon- like natural look achieved at home with minimal efforts. Tagline: It’s so natural they’ll think it is! Self-Made Cinderella Integrated Advertising Campaign British women manifest independency, inner strength, and natural beauty. Following the popular DIY-trend, Squarelle Tonacity becomes a “modern fairy’s gift”, helping women transform into better-selves with minimal efforts. A Squarelle Tonacity Style e-Cademy website will launch in May as the centre of brand-communications acting as an educational platform helping customers reach tailored and trendy salon looks at home.
  6. 6. Catch-strategy Launch TV –ads supported by integrated You-tube ads featuring ordinary women transforming into better-selves with Squarelle Tonacity. Teaser campaigns around the e-Cademy launch. Outdoor ads follow-up. Connect-strategy Youtube channel to broadcast videos/professional tutorials using Squarelle Tonacity products Social networks display campaigns and page engagement Email marketing (targeted offers) Close-strategy Connect customers with distributors offline and online. Provide links to their websites on Squarelle e-Cademy website. Direct customers to make in-store purchases in Debenhams and John Lewis. Provide in-store consultations +QR codes Community-strategy Encourage engagement and community through e-Cademy. Reviews, user generated content to create a ‘help each other’ environment. Competition for best self-made You-tube inspirational video-story Strategy Overview
  7. 7. Media Plan Bought Earned Owned •Search ads •Display ads •Banner ads in online Magazine websites, Online shopping websites, Price comparison websites •Video Ads •Facebook interactive ads •IGA (In-game advertising) (Research suggests that the average gamer who will spend up to 12 hours a week glued to their console, is actually 35-years-old working Brit and married, earning £23k a year (Female spend equal time as male counterparts) •Promotion •Customer reviews on website and social media (they’re the brand ambassadors), •Expert reviews and comments, •Reviews from trusted bloggers •Leverage e-Cademy by organising celebrity stylist hangouts with customers •Tonacity’s website •Squarelle e-Cademy •Email newsletters •Online videos •Online circulars
  8. 8. Tactical Examples: Strategy: Capture and land potentials to branded owned media Tactics: Colour charts, hair ideas, similar product comparisons, competitors Semantic Fields: Colours, natural hair, change hair colours, how to colour at home Other: Dynamic tags to match searched colour and ad copy Max Bid: 18 Daily Budget: 1300 Daily Clicks: 1320 Daily Impressions: 74000 Mobile Devices : 63% CTR: 1.80% Tablets: 13% Gender: Female Target Country: UK Networks: Google and Search Partners Search Display
  9. 9. Media schedule MEDIA Medium Cost APRIL TOTAL JULY TOTAL JULY TOTAL CAMPAIGN TOTAL April May June 1 2 3 4 1 2 3 4 1 2 3 4 These costs are assumptions Digital Responsive Website build - e-Cademy portal Outsourced 15,000.00 1 15,000.00 0.00 0.00 15,000.00 Display campaign - Google Adroll Outsourced 10,000.00 1 10,000.00 1 10,000.00 1 10,000.00 30,000.00 SEM campaign Inhouse 15,000.00 1 15,000.00 2 30,000.00 1 15,000.00 60,000.00 SEO optimisation Inhouse 2,000.00 1 2,000.00 1 2,000.00 1 2,000.00 6,000.00 Journalist - online articles Inhouse 3,000.00 1 3,000.00 1 3,000.00 1 3,000.00 9,000.00 Guest Journalists Outsourced 2,500.00 1 2,500.00 2 5,000.00 1 2,500.00 10,000.00 e-Magazine advertising 10,000.00 1 10,000.00 1 10,000.00 1 10,000.00 30,000.00 Contests and promotions on Social Media Outsourced 10,000.00 1 10,000.00 1 10,000.00 0.00 20,000.00 Social Media monitoring Inhouse 5,000.00 1 5,000.00 1 5,000.00 1 5,000.00 15,000.00 Prize incl. Permits Inhouse 10,000.00 0.00 1 10,000.00 0.00 10,000.00 Tess Daly launch appearance agreement - live stream interview 12,000.00 0.00 1 12,000.00 0.00 12,000.00 One day 'Grand Launch' e-cademy launch event inc live stream set up Inhouse 110,000.00 0.00 1 110,000.00 0.00 110,000.00 Daniel Couch/ Daniel Galvin/ Daniel Benson endorsement and appearance (UK’s top hair colorist) 15,000.00 0.00 1 15,000.00 0.00 15,000.00 Daniel Couch video segment x 4 / slow release 8,000.00 0 0 4,000.00 0 0 2,000.00 0.00 6,000.00 YouTube channel 10,000.00 1 10,000.00 1 10,000.00 1 10,000.00 30,000.00 YouTube video creation 5,000.00 1 5,000.00 1 5,000.00 1 5,000.00 15,000.00 Social Media maintanance _ Facebook/Twitter/Pinterest 2,500.00 1 2,500.00 1 2,500.00 1 2,500.00 7,500.00 94,000.00 241,500.00 65,000.00 400,500.00
  10. 10. S.A.V.E. Solution • Confidence to replace trips to the salon while achieving gorgeous, salon-quality hair color • Ability to maintain quality while saving cost and time • Choice reassurance by the cyclical presence of Squarelle’s community support and eCademy hub, branded DIY support and real-world reviews. Access • An integrated approach from awareness to customer maintenance initiatives, designed to be intuitive to users’ needs and preferences • For the women who live and die by their mobile devices: location-based offers and advertisements, and quick video demonstrations • For the women who consume a wider variety of media and value word of mouth: partnerships with well-known bloggers, magazine websites, peer-sourced reviews and celebrity endorsements Value • Multi-tonal, natural hair color, customized to skin tone at a fraction of salon prices • Dedicated companionship through the purchase cycle – including video tutorials, the eCademy hub, immediate support from online Squarelle representatives and continued touch-points • Expertise and advice of a salon colorist – created support system is available on the eCademy, through the online social community and face-to-face at point of purchase, in-store. Education • Focus on relationship-building based on steadfast availability, reassurance, continuous multi-directional communication and education based on user preference throughout all points in the purchase cycle • Peer to Peer Education: strong online community housed on branded social channels • Direct Education: Available through dedicated support teams (Twitter, Facebook managers, and empowered in-store advocates.) • Self-Taught Education: available via YouTube video tutorials, DIY-focused articles and the eCademy platform Time-poor, but still deeply committed to personal upkeep, Squarelle Tonacity users find the following:
  11. 11. Reference List • Hawkins, DI & Mothersbaugh, DL 2010, Consumer behavior : building marketing strategy, 11th edn., McGraw-Hill Irwin, Boston. • http://linkhumans.com/blog/linkedin/uk-linkedin-facts-figures-and-statistics • TheGuardian, 2013, 36m Brits Use The Internet Every Day – But What Are They All Doing? http://www.theguardian.com/news/datablog/2013/aug/08/36-million-brits- internet-every-day-habits-use • Retail Forecasts H1 2013: UK DIY & Gardening, 2013 http://www.marketresearch.com/Verdict-Research-Ltd-v107/Retail-Forecasts-H1-UK- DIY-7457959/ • What Is ZMOT and How Can It help Your Business? http://www.techwyse.com/blog/internet-marketing/what-is-zmot-and-how-can-it- help-your-business/ • Customer journey to online purchase http://www.google.com/think/tools/customer-journey-to-online-purchase.html • Stats and importance of digital video advertising in the UK http://goo.gl/iUVvEH • Facebook Users Demographic in the US • http://www.fanalyzer.co.uk/demographics.html • UK social media statistics for 2014 • http://socialmediatoday.com/kate-rose-mcgrory/2040906/uk-social-media-statistics- 2014 • Haircare in Europe • http://www.marketline.com/

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