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Marketing and Advertising Analysis
- 2. Main Communication Problem • Low brand loyalty among customers 75% buy other brands besides Priority • Target market does not perceive Priority as a high quality brand Only 25% perceive Priority to be a high quality brand
- 4. Strengths • Target market perceives the brand as trustworthy and well known • Brand offers many varieties • Affordable price • Growth of product line; used best quality material
- 5. Weaknesses • Priority School and College bags top selling bags in India, but low quality branding and presentation compared to competitors like:- VIP, F Gear, Puma, Dell, Fast track, etc. • Not proper display and branding at stores or malls • Advertising and social media presence is too low • Brands guidelines not proper • Promotional activities presence is too low
- 6. Opportunities • Economic slowdown causing more people to purchasing lower price products • Increase consumption through incorporating brands into social activities • Growth of product line to include best quality material attracts consumers • Seasonality 100% consume Priority in all season
- 7. Threats • Target market will only buy best quality products for their family. Priority is not perceived to be best in quality by the target market.
- 9. Target Market’s Perception of the Brand • Feel good comfort • Affordable – Price • Classic – trustworthy • Well-known brand • Memories – old friends • Wide selection of products
- 10. Communication objective • To increase brand equity by informing 85% of youngsters that Priority can be easily prepared and incorporated
- 12. Positioning Statement • To loving mothers and fathers, age 20-50, Priority school and college bags is the classic, trustworthy brand of bags that provides your family varieties they love.
- 13. Communications mix • Advertising • Events/P.R/Buzz Marketing • Sales Promotion • Interactive – Online • Direct Marketing
- 15. Advertising Objective • To convince 85% of youngsters that Priority condensed bags is a classic family brand that encourages family values and can be easily incorporated into lifestyle.
- 16. Creative Strategy • Key benefit statement Priority wide selection of bags makes it easy for youngsters to selection of stylish and quality bags • Support claims Priority offers 3 different brand varieties – more choices allow for variety of bags Priority brand has been around for decades
- 17. Appeal techniques • Emotional + Positive appeal Tone: Warm Manner: Inviting, comforting Personality: Caring, dependable, helpful, trustworthy and family-oriented
- 19. Media Objective • To attract the interest of youngsters. • This will be achieved by embedding the new advertising message into the minds of consumers.
- 20. Media Selection • Television 70% watch TV 5 days a week 90% watch TV during prime time (7-11pm) Large reach, National, International The Fashion Network, TLC , Prime time TV shows
- 21. • OOH Placement in fashion stores and shopping malls; target is primary shopper, advertising at POP Placement in schools and colleges 75% visited a mall in the past 7 days
- 22. • Magazine 80% of target are med-heavy users Specific targeting to youngsters Elle, Harper’s Bazaar, Femina, etc.
- 23. IMC Elements
- 24. Events/P.R • Primary objective: To inform 80% of youngsters that fashion starts with Priority • Secondary objective: To inform 80% of youngsters that Priority can be easily incorporated into fashion and style
- 25. Events/P.R - Rationale • Increase target market’s participation with Priority brand through events • Events will give Priority a chance to show the target market how to attract the whole family.
- 26. Buzz Marketing • To create hype among 80% of the target market before the campaign officially launches
- 27. Buzz Marketing - Rationale • Word of mouth will help spread a positive message to Priority target market • P.R will help generate positive media attention towards Priority new campaign.
- 28. Sales Promotion • Objective: To motivate 40% of switchers to repeat purchase over the campaign period in order to create loyal users.
- 29. Sales Promotion - Rationale • 80% of Priority target are switchers. Sales promotion will be an opportunity for Priority to motivate switchers to become loyal users.
- 30. Interactive • Objective: To increase brand equity by convincing 60% of youngsters to participate in Priority website.
- 31. Interactive - Rationale • Priority website will bring the target market closer with the brand and build a relationship. • Priority website will help strengthen the campaign message by communicating with the target market through different interactive elements.
- 32. Direct Marketing • Objective: To stimulate the relationship between the Priority brand with both loyal consumers and switchers
- 33. Direct marketing - Rationale • This IMC element will help support the event by informing target market of the event and encouraging their participation • Collect data for future reference
- 34. The Big idea
- 35. A family brand Slogan Fashion start with priority
- 36. Buzz Marketing – hype before campaign • Idea Recruit actors to play portray a “family”, who travels to picnic & shopping. The “family” will shopping for childrens Priority Bags. • This will emphasize the idea that no matter how busy their lifestyles are, they still manage to enjoy shopping with family together.
- 37. Advertising – TV ad
- 40. Direct marketing • Promote upcoming event and activities • Online registration Event Newsletter/Catalogue • An opportunity to collect consumer data for future relationship building program
- 41. Events /P.R – School and College Events, Exhibitions Product sampling, Catalogues, Pamphlets – encourage and increase purchase intention Kids and Youngsters oriented activities
- 42. Interactive - Website • Motivate target market to participate in Priority brand by increasing value and exposure Fashion & Styles Newsletter Ads for download Coupons • Media will also be able to obtain information of current events
- 44. Sales promotion • To turn switchers into loyal users; encourage repeat purchase • Grocers around India will coordinate with Priority new campaign; creating hype over events and campaign P.O.P Promotion Premium/gifts – Lucky Draw Coupons, Bags, etc.
- 45. Budget
- 46. Budget: ??????????????? 40% 30% 20% 8% 2% Spending by Medium Advertising Events/PR Sales Promotion Interactive Direct Marketing
- 47. Conclusion • Through incorporating Integrated marketing communication (IMC) strategies such as advertising, events/PR/buzz, sales promotion, online, and direct marketing, this campaign aims to bring youngsters together and associate the sense of youngsters with Priority bags because… Fashion start with Priority.