Beesline|The Shop<br />Presented By:<br />MariamAbi-Hanna<br />Mayah Haidar<br />Mohammad Hijazi<br />JamilaMehio<br />Gai...
5 Senses<br />
Situation AnalysisCompetitors<br />Pharmacies are also a major competitor to the store.<br />
Statistics  Objectives<br />The statistics from the surveys collected were the basis of the campaign objectives which are...
Where do they shop?<br />Pharmacies = 45%<br />Supermarkets = 30%<br />Specialized shops (like Beesline|The Shop) = 21%<br...
Have you heard of Beesline|The Shop?<br />41% - Brand Only<br />31% - Shop and Brand<br />28% - Neither<br /> A total of ...
Positioning Strategy<br />Strategy selected: Positioning by Benefit<br />What Benefit? <br />The fun, upbeat experience t...
Positioning Strategy – Why?<br /> 21% of respondents said that they preferred to buy products at specialized shops  exper...
Message Strategy<br />Basic Message:<br />“Welcome to Lickville, the only place in town where you can lick and taste your ...
Message Strategy<br />Purpose:<br />Grab attention<br />Continue listening<br />Eventually find out that Lickville is Bees...
Media Mix<br />What you have<br />
Website<br />
Media Mix<br />What you could have<br />
TV Commercials?<br />
Radio<br />
Outdoor Media<br /><ul><li>Billboards
Fliers</li></li></ul><li>Print Media - Magazines<br />
Facebook<br />Add landing and promotional tabs for page<br />Regular updates (train marketing manager)<br />LickVille game...
Twitter<br />
Foursqsuare<br />
Mobile Application<br />
Website<br />
Sales Promotion:<br />The sales promotions employed will mainly aim at increasing the awareness of the Beesline shop and i...
The “Licking” Station<br />Inside the shop, an attractive and colorful “Licking” Station will be placed, displaying all of...
The “Lift & Lick” Bra<br />To encourage customers to stock on the nipple cream for nursing mothers, a comfortable bra will...
Product Bundling<br />The “Summer Package”.<br /> The “Ski Package.<br />The “Mom’s Package”.<br />The “Teenage Package”.<...
Online Promotional Tools<br />The Beesline shop will be registered at GoNabbitwhich is a website that offers daily deals a...
Trade Promotions<br />Trade promotions, specifically discounts and buying allowances will be employed with other businesse...
Direct Marketing<br />
The “Lick” Stickers<br />Colorful, decorative stands will be placed at supermarkets and pharmacies since consumers go shop...
The “Lift & Lick”Flyers <br />“Lift & Lick” flyers, that include a sample of an edible product and the address of “LickVil...
Public Relations<br />
69% of people surveyed have not heard of the Beesline shop. <br />28% of people surveyed have not heard of the Beesline pr...
Event Sampling<br />Important in raising awareness<br />Low cost<br />Great way to induce trial<br />Trial  Experience  ...
Lift & Lick Card<br /><ul><li>Lickable cardboard
Comes in different flavors
Amusing, especially for university students</li></ul>“Lick” Stickers<br /><ul><li> Similar to Facebook “Like”
 Can be placed on favorite product</li></li></ul><li>
“Guess the Flavor” Competition<br /><ul><li>Lick a card and guess the flavor
Winners enter a draw to win a spa treatment for two at Beesline
Informs people of the spa service Beesline offers and helps draw individuals to the store </li></li></ul><li>What’s next?<...
Update the “Events” tab on the website
Providing users with a description and some pictures when they click on a specific date on the calendar
Rely on some buzz marketing and free publicity</li></li></ul><li>Buzz Marketing<br /><ul><li> Positive talk about the brand
 More credible since brand representatives are sometimes viewed as deceiving
 Then entire campaign is aimed at generating some buzz about Beesline</li></li></ul><li>What will generate buzz?<br /><ul>...
Social media activities
Identifying opinion leaders
How many friends/followers does this person have?
How active are they online?
Retweets, Likes, and Comments
Demographic and background information</li></li></ul><li>Location<br />difficulty for the customers to have accessibility ...
Suggestions<br />relocate to a more appropriate area with more demographic and psychographic compatibility and better visi...
In Store<br />large store space<br />high quantity selling goods have frontage in of the store <br />seasonal high selling...
“For a window to hold it together it has to be themed, and have a storyline”<br />
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  • Extra notes:All of the measures should be compared to a benchmark ie a number that was measured before the campaign was released.In order to find out exactly how customers heard about the store, they can be presented with a short survey (either online or offline) to see which element of the communication strategy has proven to be the most effective in achieving the objectives.Once the team has found out which element is most successful part of strategy, it can channel more time and money into it when attempting to meet future objectives, such as increasing sales or building brand equity.
  • Beesline Presentation

    1. 1. Beesline|The Shop<br />Presented By:<br />MariamAbi-Hanna<br />Mayah Haidar<br />Mohammad Hijazi<br />JamilaMehio<br />GaithNajjar<br />
    2. 2. 5 Senses<br />
    3. 3. Situation AnalysisCompetitors<br />Pharmacies are also a major competitor to the store.<br />
    4. 4. Statistics  Objectives<br />The statistics from the surveys collected were the basis of the campaign objectives which are:<br />Increase awareness of Beesline|The Shop<br />Induce a visit to the shop among both consumers who have heard of it, and those who have not. <br />
    5. 5. Where do they shop?<br />Pharmacies = 45%<br />Supermarkets = 30%<br />Specialized shops (like Beesline|The Shop) = 21%<br /> Something should be done is to improve the perception of shopping at a specialized shop Fun, upbeat experience position for Beesline Shop was developed<br />One of the objectives of the campaign became to induce visits to Beesline|The Shop, since specialized shops currently are not first option<br />
    6. 6. Have you heard of Beesline|The Shop?<br />41% - Brand Only<br />31% - Shop and Brand<br />28% - Neither<br /> A total of 69% of respondents had not heard of Beesline|The Shop<br /> Objective: Increase awareness of the shop <br />
    7. 7. Positioning Strategy<br />Strategy selected: Positioning by Benefit<br />What Benefit? <br />The fun, upbeat experience that customers will enjoy at Beesline|The Shop<br />
    8. 8. Positioning Strategy – Why?<br /> 21% of respondents said that they preferred to buy products at specialized shops  experience of shopping at a store like Beesline should be enhanced<br />Surveys indicated that people were interested in what Beesline|The Shop had to offer, from massages to healthy food. <br />The only thing stopping them was that they had not heard of it  Needed something catchy and attractive to grab their attention<br />
    9. 9. Message Strategy<br />Basic Message:<br />“Welcome to Lickville, the only place in town where you can lick and taste your favorite types of body products. Taste your favorite fruits, candies, and many other sweet flavors, while rubbing them onto your skin, too! Lickville is located at Beesline|The Shop on Sadat Street, facing LAU lower gate. Don’t miss out on a one-of-a-kind experience, only at Beesline|The Shop.” <br />
    10. 10. Message Strategy<br />Purpose:<br />Grab attention<br />Continue listening<br />Eventually find out that Lickville is Beesline<br /><ul><li>Help in increasing awareness of Beesline|The Shop</li></li></ul><li>Media Mix<br />What your competitors have<br />
    11. 11.
    12. 12.
    13. 13.
    14. 14.
    15. 15.
    16. 16.
    17. 17. Media Mix<br />What you have<br />
    18. 18.
    19. 19.
    20. 20. Website<br />
    21. 21. Media Mix<br />What you could have<br />
    22. 22. TV Commercials?<br />
    23. 23. Radio<br />
    24. 24. Outdoor Media<br /><ul><li>Billboards
    25. 25. Fliers</li></li></ul><li>Print Media - Magazines<br />
    26. 26. Facebook<br />Add landing and promotional tabs for page<br />Regular updates (train marketing manager)<br />LickVille game and application<br />Facebook ads<br />
    27. 27. Twitter<br />
    28. 28. Foursqsuare<br />
    29. 29. Mobile Application<br />
    30. 30. Website<br />
    31. 31. Sales Promotion:<br />The sales promotions employed will mainly aim at increasing the awareness of the Beesline shop and inducing shop visit among Beesline’s customers and noncustomers. <br />The sales promotion will be fun, colorful and upbeat, thus reinforcing the position that the Beesline shop provides its customers with a fun and engaging environment.<br />
    32. 32. The “Licking” Station<br />Inside the shop, an attractive and colorful “Licking” Station will be placed, displaying all of Beesline’s edible products that people can taste, try and purchase. <br />
    33. 33. The “Lift & Lick” Bra<br />To encourage customers to stock on the nipple cream for nursing mothers, a comfortable bra will be offered with every three creams. <br />
    34. 34. Product Bundling<br />The “Summer Package”.<br /> The “Ski Package.<br />The “Mom’s Package”.<br />The “Teenage Package”.<br />Objective: Introduce customers to a wide assortment of products offered at a special price. <br />
    35. 35. Online Promotional Tools<br />The Beesline shop will be registered at GoNabbitwhich is a website that offers daily deals at competitive prices. <br />The Beesline shop will be registered with ISIC, astudent card program.<br />
    36. 36. Trade Promotions<br />Trade promotions, specifically discounts and buying allowances will be employed with other businesses such as spas and resorts.<br />Objectives: Increase awareness and cross promotion.<br />
    37. 37. Direct Marketing<br />
    38. 38. The “Lick” Stickers<br />Colorful, decorative stands will be placed at supermarkets and pharmacies since consumers go shopping for natural products at these locations. The brochures will include a 10% discount coupon, four “Lick” stickers that customers can place on their favorite products in the Beeslineshop<br />
    39. 39. The “Lift & Lick”Flyers <br />“Lift & Lick” flyers, that include a sample of an edible product and the address of “LickVille” (Beesline shop) will be distributed at universities, high schools, resorts and events.<br />
    40. 40. Public Relations<br />
    41. 41. 69% of people surveyed have not heard of the Beesline shop. <br />28% of people surveyed have not heard of the Beesline products.<br /> Objective of PR campaign is to increase awareness and drive the public to the store<br />
    42. 42. Event Sampling<br />Important in raising awareness<br />Low cost<br />Great way to induce trial<br />Trial  Experience  Preference<br />
    43. 43. Lift & Lick Card<br /><ul><li>Lickable cardboard
    44. 44. Comes in different flavors
    45. 45. Amusing, especially for university students</li></ul>“Lick” Stickers<br /><ul><li> Similar to Facebook “Like”
    46. 46. Can be placed on favorite product</li></li></ul><li>
    47. 47. “Guess the Flavor” Competition<br /><ul><li>Lick a card and guess the flavor
    48. 48. Winners enter a draw to win a spa treatment for two at Beesline
    49. 49. Informs people of the spa service Beesline offers and helps draw individuals to the store </li></li></ul><li>What’s next?<br /><ul><li>Make sure people hear about what went on during these events
    50. 50. Update the “Events” tab on the website
    51. 51. Providing users with a description and some pictures when they click on a specific date on the calendar
    52. 52. Rely on some buzz marketing and free publicity</li></li></ul><li>Buzz Marketing<br /><ul><li> Positive talk about the brand
    53. 53. More credible since brand representatives are sometimes viewed as deceiving
    54. 54. Then entire campaign is aimed at generating some buzz about Beesline</li></li></ul><li>What will generate buzz?<br /><ul><li>The playful nature of the campaign (LickVille) may generate a light form of controversy, which could be beneficial
    55. 55. Social media activities
    56. 56. Identifying opinion leaders
    57. 57. How many friends/followers does this person have?
    58. 58. How active are they online?
    59. 59. Retweets, Likes, and Comments
    60. 60. Demographic and background information</li></li></ul><li>Location<br />difficulty for the customers to have accessibility to the store. <br />parking is an issue, free spaces rarely available near the store <br />Negative heavy traffic <br />lack of visibility <br />
    61. 61. Suggestions<br />relocate to a more appropriate area with more demographic and psychographic compatibility and better visibility <br />Hamra main street - good cluster of stores, similar target audience. <br />
    62. 62. In Store<br />large store space<br />high quantity selling goods have frontage in of the store <br />seasonal high selling item are positioned at the right hand side of the store <br />Beesline – Spa lovely interior design that gives of the essence of relaxation and tranquility <br />
    63. 63. “For a window to hold it together it has to be themed, and have a storyline”<br />
    64. 64. display be consistent with the overall communication objectives <br />should implement more creativity in them, since the stores fronts are like a products packaging<br />has a functional and an aesthetic purpose in attracting customers <br />
    65. 65. Point of Sale<br />focus on the products as individuals, thus placing only a few units <br />a limited number of product the people are more likely to have purchase intentions <br />giving the products enough exposure <br />consistency with the store and the products<br />
    66. 66. Cafeteria<br />Suggestion: <br />the library and the cafeteria be bundled into one section, <br />Cafeteria transformed into a smoothie bar<br />Reasoning<br /> Shop starts to compete with restaurants that are already better established and have easier access.<br />
    67. 67. Smoothie Bar <br />First menu: for regular drink smoothies <br />Second menu: “Face Smoothie”, a facial mask made instantly from natural products. <br /> > in line with our positioning <br />
    68. 68. Integration<br />Each element employs the LickVille theme, to consistently communicate a unified message to audience<br />Message is reflection of fun and upbeat positioning, so in effect, the position is also being repeatedly communicated to audience<br />
    69. 69. Measurement<br />Measuring success of PR:<br />Monitoring what is being said about Beesline|The Shop online (blogs, Twitter, Facebook)<br />Monitoring what is being said in press (Magazines)<br />
    70. 70. Measurement<br />Buzz Marketing: How many times Beesline is mentioned online since the campaign took off.<br />Online Advertising: <br />Number of likes on Facebook page<br />Number of people playing Lickville game<br />Direct Marketing and Sales Promotion:<br />Number of lick stickers on each product<br />Number of names submitted for the raffle<br />Number of 10% discount coupon cards presented<br />
    71. 71. Measurement<br />Benchmarks!<br />Customer Surveys<br />
    72. 72. Budget<br />Total = $38,365<br />Big Chunks = Billboards, Mobile billboards, Radio<br />
    73. 73. THANK YOU! See you at Lickville<br />

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