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Saran	
  Mahasupap	
  
Course:	
  Integra2on	
  Marke2ng	
  Communica2on	
  
University	
  of	
  California,	
  Berkeley	
...
Background	
  	
  
• San	
  Francisco	
  original	
  Since	
  1989	
  
• Founded	
  by	
  Rob	
  HoneycuJ	
  
• 	
  Messen...
Customer	
  Group	
  	
  
Customer	
  Group	
  
•  Gender:	
  male	
  and	
  female	
  	
  
•  Age:	
   20 ++ 	
•  Educa2on:	
  College	
  ++ 	
•  U...
Aggrega2on	
  Approach	
  	
  
What	
  people	
  need	
  for	
  a	
  bag?	
  	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  Think	
  about	
  	
  
Design	
  your	
  own	
  bag	
  !!	
  
Fit	
  to	
  individual	
  need	
  and	
  u2lity	
  
Local	
  Celebra2on	
  !!	
  
Naming	
  products	
  from	
  local	
  venues	
  	
  
• Dalva:	
  	
  from	
  Dalva	
  on	
 ...
Program	
  Objec2ve	
  
•  Retain	
  and	
  Maintain	
  current	
  customers	
  
•  Retain	
  and	
  grow	
  sales	
  from...
Making	
  brand	
  as	
  lifestyle	
  
Customer	
  campaign	
  and	
  Incen2ve	
  
• 5,000	
  BAGS	
  RECYCLED	
  
• 1,100	
  	
  Homeless	
  youth	
  &	
  young...
Tagging	
  along	
  with	
  Trend	
  
Tagging	
  along	
  with	
  trend	
  
Tagging	
  along	
  with	
  trend	
  
Eco-­‐Friendly,	
  Yoga	
  and	
  Bicycle	
  trend	
  
0	
  
50	
  
100	
  
150	
  
...
The	
  growth	
  of	
  Spin	
  City	
  (Northwest)	
  
City	
   %	
  in	
  2000	
   %	
  in	
  2009	
   %	
  increase	
  	...
Best	
  City	
  for	
  Bicycle	
  	
  
In	
  November,	
  2001,	
  Bicycling	
  Magazine,	
  rated	
  the	
  best	
  ci2es...
Channels	
  and	
  Contact	
  point	
  	
  
Retail	
  shop	
  
Social	
  Media	
  	
  
•  Blog	
  
•  Facebook	
  
•  YouTube	
  
•  Instagram	
  	
  
•  Online	
  shop	
  
Content	
  /	
  Message	
  
Brand	
  Message	
  	
  
• Build	
  Performance	
  
• Differen2ate	
  from	
  
other	
  compe2t...
Content/	
  Message	
  	
  
Brand	
  Incen2ve	
  	
  
Increase	
  sale	
  /usage	
  
Tools:	
  website,	
  	
  
contest	
 ...
Measurement	
  
Measurement:	
  Three	
  Cs	
  
•  Customer	
  contribu2on	
  :	
  
Increase	
  of	
  sale	
  
•  Customer...
Challenges:	
  
Timbuk2:	
  Metaphor	
  of	
  your	
  lifestyle	
  !!	
  
•  How	
  to	
  expand	
  the	
  
customer	
  gr...
Challenges:	
  Commu2ng	
  your	
  lifestyle	
  
with	
  Timbuk2	
  	
  	
  
• 	
  Crea2ve	
  marke2ng	
  communica2ons	
 ...
Imc final project
Imc final project
Imc final project
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Imc final project

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Imc final project

  1. 1. Saran  Mahasupap   Course:  Integra2on  Marke2ng  Communica2on   University  of  California,  Berkeley  (Extension)    
  2. 2. Background     • San  Francisco  original  Since  1989   • Founded  by  Rob  HoneycuJ   •   Messenger  bag  rugged  enough   for  bicycle  messengers   • Stylish  to  appeal  young,  hip   • Local  go  Global:  in  2002   outsourcing  manufacturers,  aim  to   global  market         • Revenue:  $1  M   • Manufacture  bases:  SF,  China  and   South  East  Asia  
  3. 3. Customer  Group    
  4. 4. Customer  Group   •  Gender:  male  and  female     •  Age:   20 ++ •  Educa2on:  College  ++ •  Urbanites   •  Bicycle  enthusiasts   •  Hipster   •  Young  Professional     •  Prac2cal  daily  commuters  
  5. 5. Aggrega2on  Approach    
  6. 6. What  people  need  for  a  bag?    
  7. 7.                    Think  about    
  8. 8. Design  your  own  bag  !!  
  9. 9. Fit  to  individual  need  and  u2lity  
  10. 10. Local  Celebra2on  !!   Naming  products  from  local  venues     • Dalva:    from  Dalva  on  16th  Street     •   Hemlock  from  the  Hemlock  Tavern  on  Polk  Street   • Dolores  Chiller  :  Dolores  Park  
  11. 11. Program  Objec2ve   •  Retain  and  Maintain  current  customers   •  Retain  and  grow  sales  from  current  customers   •  Get  new  customers  
  12. 12. Making  brand  as  lifestyle  
  13. 13. Customer  campaign  and  Incen2ve   • 5,000  BAGS  RECYCLED   • 1,100    Homeless  youth  &  young  adults  supported   • 50    Young  cyclists  mentored   • 12    San  Francisco  non-­‐profits  engaged  
  14. 14. Tagging  along  with  Trend  
  15. 15. Tagging  along  with  trend  
  16. 16. Tagging  along  with  trend   Eco-­‐Friendly,  Yoga  and  Bicycle  trend   0   50   100   150   200   250   %  in  2000   %  in  2009   %  increase  
  17. 17. The  growth  of  Spin  City  (Northwest)   City   %  in  2000   %  in  2009   %  increase     Portland   1.8   5.8   222   SeaJle   1.9   3   58   Anchorage   0.5   0.7   40   San  Francisco   2   3   50   Oakland   1.2   2.5   108   Source  :  hJp://www.theatlan2cci2es.com/commute/2011/09/substan2al-­‐increases-­‐bike-­‐ridership-­‐across-­‐na2on/161/  
  18. 18. Best  City  for  Bicycle     In  November,  2001,  Bicycling  Magazine,  rated  the  best  ci2es  for   bicycling  in    North  America.     •  Best  Overall  City:  Portland,  Oregon   •  Ci2es  with  a  popula2on  between    200,000  and  500,000:              1.  Denver  2.  Madison  3.  Tucson   •  Ci2es  with  a  popula2on  between    500,000  and  1  million:              1.  SeaJle  2.  Aus2n  3.  San  Francisco   •  Ci2es  with  a  popula2on  of    1  million  or  more:              1.  Montreal  2.  Chicago  3.  San  Diego   •  Honorable  men2ons:  Philadelphia,  Vancouver,    Toronto,   Minneapolis   Source:  www.bikeleague.org  
  19. 19. Channels  and  Contact  point    
  20. 20. Retail  shop  
  21. 21. Social  Media     •  Blog   •  Facebook   •  YouTube   •  Instagram     •  Online  shop  
  22. 22. Content  /  Message   Brand  Message     • Build  Performance   • Differen2ate  from   other  compe2tors   • Strongly  get  involved   in  trend   • Play  with  lifestyle  and   urban  culture   Tool:  website,  social   media,  corporate   events  with  partners    
  23. 23. Content/  Message     Brand  Incen2ve     Increase  sale  /usage   Tools:  website,     contest  in    social  media  
  24. 24. Measurement   Measurement:  Three  Cs   •  Customer  contribu2on  :   Increase  of  sale   •  Customer  commitment:   brand  loyalty       •  Customer  champion:   Ac2vi2es  hold  and   par2cipa2on  of  customer,   Increase  of  brand   recogni2on    
  25. 25. Challenges:   Timbuk2:  Metaphor  of  your  lifestyle  !!   •  How  to  expand  the   customer  group?  /   strengthening  loyalty  of   customers   Crea2ng  new  products  which   appeal  to  customers  in   different  demography  but    maintaining  the  uniqueness   authen2city  of  brand    
  26. 26. Challenges:  Commu2ng  your  lifestyle   with  Timbuk2       •   Crea2ve  marke2ng  communica2ons  is  in  need.   •   Public  art  and  transporta2on  art  is  the  key  to  use   for  brand  communica2on   • Crea2ng  new  spaces  for  dissemina2ng  brand  in   different  market       How  to  get  more  recognized  in  domes2c  and   interna2onal  market?    

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