To develop a marketing proposal for the launch of a new female beauty product - Kleur Tonacity - which drives awareness, evaluation, sales; in addition to building loyalty and advocacy.

1. TONACITY
Colour in your control
TONACITY
Colour in your Control
Group 10: Module 3 Project

2. TONACITY
Colour in your control
What we know…
•Kleur Tonacity’s
marketing strategy no
longer reflects current
digital industry trends in
the hair care market
•The historical 70/30
budget split across
offline and online media
no longer represents a
relevant investment
model
Industry trends…
• 78% of CMO’s think custom
content is the future of
Marketing. Digital has
possibly the best channels for
custom content
• £6.3 billion was spent on digital
Marketing in 2013 – Why?
Because it works!
• 55% of Marketers have
increased their digital budgets in
2013
• 14% of consumers have bought
something they Encountered on
social media
• Inbound Marketing leads to 54%
more leads than traditional
outbound media
What we can do…
•Bring Kleur Tonacity to life
by telling stories through
offline and online Hero
content
•Brand endorsements by
recognized personalities
• Integrate social media and
digital channels across all
offline media
• Initiate conversation and
emphasize time-saving
benefits of Kleur products
How we’ll measure
success…
•Increase ROI via online
activity
•Increase in-store purchase
through Mobile App
•Social Media engagement
and endorsement
•Drive online purchase
through display advertising
•Aided brand awareness and
top-of-mind awareness
Executive Summary
Our integrated marketing campaign strategy will see traditional media serve as a key driver for social
and digital engagement from Kleur Tonacity users, while new content and increased activity will
endorse brand and build loyalty from users

3. TONACITY
Colour in your control
Current Marketplace
Busy marketplace with established and engaging brands across most digital channels

4. Television Radio/Music Magazines Shopping
TONACITY
Colour in your control
Customer Profiles
Busy working women who are already engaged in the digital world
Alice Redmond
Aged 30-40
Married, 3 children
HR Manager, full-time
Likes…
Brands that tell stories – a personal touch
To save money where possible
Empowerment and inspiration
To be in control of her life and choices
To look and feel fit and healthy
Dislikes…
Impersonal tone and bombardment of messages
Complicated purchase systems
Limiting time at home
Downton Abbey,
True Blood, The
X Factor, Loose
Women, Rachel
Khoo, Nigella
Lawson, Strictly
Come Dancing
BBC Radio 1, 2
& 4, Magic,
Smooth FM,
Spotify, iTunes
Vogue, Elle,
Grazia, Marie
Claire,
Harper’s
Bazaar,
InStyle, Red
John Lewis,
Waitrose,
House of Fraser
Jane Clarke
Aged 50+
Divorced, 2 children
Advertising Executive, full-time
Likes…
To feel connected
To look and feel younger
Recognizable brands and personalities
Additional information: instructions, examples, case studies
Offers and discounts
Dislikes…
Feeling embarrassed about grey hairs
Confusing technology
Feeling old and out of touch
Based on audience surveys and independent studies, we know that Kleur Tonacity target customers already spend a
lot of time online and communicate, shop and learn via digital channels

5. Kleur Tonacity
Colour in Your Control
• Women are driven to buy home hair-care based on speed of
use
• Also by the fact that they can have fabulous hair at a time
that suits them in their lives and it is more under their
control
TONACITY
Colour in your control
Insight
• Become the brand that helps women make the most
of their lives by taking control and empower them to
do the things they love on their terms Strategy
• All tactics will be based around the concept of empowering women
especially with a Tonacity focus of having fabulous looking coloured
hair
• Practical tools to help women manage their day to day looks and life
• Sponsored online tutorials and events, e.g. new ideas on hair and
beauty, with other media empowering women
Tactics

6. Stimulus ZMOT FMOT SMOT UMOT
TONACITY
Colour in your control
Customer Journey
Stimulus
Integrated marketing campaign to drive brand
awareness, target key influencers
•SEO, Google Adwords, Blog on Kleur
website
•Offline media: television, radio, print
advertising
•E-Newsletters and direct mail to Kleur
customers and targeted data
Touch Point MAP
40%
Word of Mouth
Search
Retail
Review Sites
Social Media
Website
Zero Moment of Truth
Provide relevant, timely and contextual information
•Remarketing on brand websites
•Display advertising on review/comparison sites
• Social Media – Infographics, Hero content
•Offline reviews
• Celebrity endorsements through YouTube
partners
First Moment of Truth
Influence decision-making
•3rd Party Websites – Ocado, The White
Company etc.
•POS in major retailers and branded
packaging
• In-store Advisers and free consultations
•Mobile App
•Push messaging
Second Moment of Truth
Maximize user experience, drive
engagement, promote ease of use
•FAQS and Online Tutorials
•Promote Bespoke Application tool through
Hygiene content
•How-to videos based on Twitter queries
Ultimate Moment of Truth
Drive loyalty and advocacy, offer more than just
hair products – way of life
• Push Pinterest and Instagram on all channels
• Encourage sharing on Facebook and Twitter
• Loyalty Program – competitions, gift packs
• Support network – life coaching, mentors
Touch point (Area of Interaction)
Moment of Truth (Critical Interaction)
20%
15%
10% 15%
% Percentage of budget per stage of customer journey

7. TONACITY
Colour in your control
• SEO
• E-newsletters & direct email
• Kleur Stores
• Banner Ads & Booth for Tonacity
• Barcode that links website
• Google AdWords:
• Television advertising
• Print Ads in targeted publications
• Grazia, Woman & Home, Vogue,
Elle
• Outdoor Advertising
• Display Advertising
• Social Media Advertising
• Create Hero content for Twitter, Facebook, Instagram and YouTube
• Include handles and promote hashtags through media campaign e.g. #colourcontrol,
#tonacity
TV Ads on Loose Women & The X Factor – 4 Part Story-telling Ads emphasizing speed of application
Ad 1 Ad 2 Ad 3 Ad 4
X Factor
contestant
arrives home
and opens
Tonacity
delivery
Applies
Tonacity
following
quick and
easy steps
Checks clock 5
minutes after,
washes off
and blow-dries
hair
Dressed and
ready to join
crew for
tonight’s
audition
Inspiring Customers
Integration of traditional media with online and digital platforms
Budget: £1.2milion

8. Sponsored Facebook / Display Ads
TONACITY
Colour in your control
Brand Engagement Online
Integration of traditional media with online and digital platforms
Owned
Bought
Earned
Budget: £0.6milion
Tutorials Competitions
Celebrity endorsements
“Here’s the Science bit”
Online Salons Mobile Apps
Shared content
www.tonacity.co.uk/
watch 12 August 2014 – uploaded
by Tonacity
How to create fabulous
hair colour at home
Tonacity UK
Tonacity UK

9. Budget: £0.45milion
TONACITY
Colour in your control
Engagement at Purchase
Point of Sale and
Mobile
3rd Party
Websites
How-to video
content

10. TONACITY
Colour in your control
A Great Brand Experience
OWNED
•Website application support:
•QR code included in product packaging
to direct people to website containing:
•Online tutorials
• Animations of how the applicator works
• Inspiration galleries
• Tips from ambassadors e.g. Sophie
Dahl
•Mobile App updates - refresh user
experience and keep them engaged
• Life management tools:
•Reminder tool to set alerts for dates to
re-apply
•Register for style updates
• Direct customers to follow Tonacity
inspiration on Instagram, Facebook , and
Pinterest boards
• Push challenges and competitions out via
SM
• Have chat board on website to allow user
to interact and share experiences/ask
questions
BOUGHT
• Premium search ads on YouTube search
for
•How to colour hair
•Home coloring
• Include video extension to drive traffic
tutorial videos for iPad/mobile devices
• Paid for Facebook/Instagram mentions
from celebrity ambassadors
• Buy Evernote widget to Integrate diary
reminders to calander reminder service to
insert notes in Evernote, and add to re-do
colour on regular basis
• Facebook and Google ads highlighting
popular Tweets - ‘@KleurTonacity - my
life has been transformed by your product
- quick, easy, and stress-free!
#colourinyourcontrol’ > call to action
‘Join the discussion now’
EARNED
• Dedicated forums for customer own tips
on how to look great on a busy schedule
e.g.
•Managing beauty with young children
•Beauty while travelling
•Forum linked to Instagram and Pintrest
•Re-post user content on YouTube
channel -
• Poster user tags and comments on
Facebook page
• Answer questions and offer quick fixes to
problems in fun and easily digested
videos
• Develop customer case studies to share
• Drive media coverage with:
• Free samples
• Blog-ups on hair tips
• Tutorial salons at annual ‘fashion nights
out’
www.tonacity.co.uk/watch
12 August 2014 – uploaded by Tonacity
How to create fabulous hair colour at
home
Budget: £0.45milion

11. Driving Word of Mouth
Inspire customer loyalty and advocacy Budget: £0.3 million
Owned: Rich social content on the Kleur Tonacity website
•Website - increase blog activity with forums and chat rooms to generate more discussion, highlight key tweets
and develop stories about our users
•Mobile App updates - refresh user experience and keep them engaged
• Enable users to follow their celebrity stars with series type content for users to watch and interact with and
share with their friends
Bought: used paid media to extend reach and drive additional interest
• Roll-out of television ads highlighting success of product with users - stress importance of time-saving benefits
- promote hashtags to push conversation and engagement
• Promote User generated YouTube Ads
• Retweets success stories and how user are taking control daily via Twitter
• Bought Print ads in beauty and fashion magazines using ‘Women in control ‘ ambassadors to increase
interaction and conversation
Earned: build community hubs and encourage shared experiences on social networks
•Pinterest - huge push for users to share photos of experience, success stories, key life moments, e.g.
weddings, birthdays etc.
•Create bespoke cover photos for Facebook users to upload to their profiles - promote loyalty to brand
• Sign-up powerful, influential women to be role models and mentors for users in their business/personal lives,
e.g. Hilary Clinton, Angelina Jolie, Helen Mirren
• Create a Social Media Wall to amplify the conversations between our advocates and their followers
TONACITY
Colour in your control

12. Key Performance Indicators
Awareness, Sales, Loyalty, Advocacy
Awareness: 12m impressions (banners/FB display Ads), Google ad placed in
top 3, 7m social mentions, 800k YouTube views, 40% aided awareness of
brand, 40% prompted awareness of ‘Colour in your Control’ strapline, 50% key
TONACITY
Colour in your control
message penetration to media articles
Consideration: 1.5m visitors to website, 12% click thru ‘rate from
online & FB, video shares & FB likes 200k, 200 Pinterest
mentions, 7000 colour tool app downloads
Brand Preference:15% ‘Top of Mind’, 50% positive
sentiment, 30% market share, website loyalty
Purchase: £200k equivalent Sales, 8000
coupon redemption, 30% point of sale click-through
from website
Retention:20% repeat visits,
5k registered to website tools
15k likes on FB
5k Instagram followers
30k Twitter followers