Mavi Jeans Media Plan

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TABLE OF CONTENTS
Executive Summary.............................................4
Situational Analysis..........................................5
Brand Analysis..........................................6
Competitive Analysis....................................22
Target Audience Analysis................................46
SWOT Analysis...........................................61
Media Objectives & Strategies................................62
Connection Idea..........................................63
Target Audience & Media Mix..............................65
Geography................................................85
Reach, Frequency, & GRPs.................................86
Budget...................................................95
Scheduling & Timing......................................90
Creative Strategy........................................80
Appendix........................................................96
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MISSION STATEMENT
Media is changing the world, and 10/10 Media is at the
forefront of it all. Digital media is here to stay and
our independent agency is doing everything possible
to capitalize on it. Our team of professionals love to
dedicate everything we have to helping a company grow.
The ins and outs of the industry can be mysterious, but
10/10 Media will get it right.
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EXECUTIVE SUMMARY
Mavi Jeans is headed for the future. A quality brand with
so much potential deserves a campaign that will make
every second, dollar, and post count. Extensive research
shows a desire for luxury clothes for hard working women.
10/10 Media Agency spent months developing a plan to ﬁnd
the perfect niche market for Mavi.#LongLive Mavi will be
introduced in the beginning of April, promoting the beneﬁts
and quality attributes of living sustainably. This largely
digital campaign will highlight growth, togetherness, and
fashion. Visual content will aim to empower women, and
promote sustainable habits on a small and large scale.
#LongLive will be a strategic business move for Mavi, and
our research proves that this is an incredible opportunity.
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BRAND
ANALYSIS
Mavi Jeans is a high-end denim company known for their tasteful, fashion forward
denim lines available for both males and females. Mavi, which means blue in Turkish, was
founded in 1991, in Istanbul, Turkey. Being known for their high quality jeans, the brand has
made its way into international markets by providing customers with fashionable trends and
the perfect fit.
Mavi has established itself as an international denim company, and the brand is
carried in department and specialty stores in over 50 countries. Mavi’s brand awareness has
increased by 60% internationally. Along with increased brand recognition, the performance
and net sales have increased by 50% since 1991. Mavi’s current total revenue is placed
around $207.5 million per year. Sales have steadily increased since 2001 when Mavi
began a new campaign, and revenue in North America was estimated to rise to $50 MM.
Additionally, having headquarters and distribution in Turkey is an advantage for Mavi as
Turkey has made a name for itself for their high quality cotton. The denim quality Mavi
presents leaves customers satisfied and comfortable in their jeans, creating a positive name
recognition.
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CURRENT
BRAND
SITUATION
Mavi Jeans has great potential and is in need of a strong marketing campaign. The
marketing goal for Mavi’s campaign is to increase sales by 20%. In order to reach this goal,
Mavi Jeans is doubling their advertising expenditures, expecting to increase their media
presence and hopefully their customer base. The idea behind doubling the advertising
expenditures is that in the next 2 years, women’s jeans sales will have made up for their
immense investment. This is a risk for Mavi but they believe that their dedication to better
reaching consumers will be beneficial in the end. In addition, Mavi Jeans currently holds
a brand awareness of 15% and aims to increase this number to 35% aided awareness. In
doing this, Mavi will increase dialogue with customers and work to adhere to their wants
and needs.
In order to increase sales by 20%, Mavi Jeans must gain customer interest and trust.
Through strategic marketing the brand will work to grow their clientele base. First, they
must find the perfect niche market that suits Mavi Jeans. To increase brand awareness,
Mavi has to reach potential customers via various advertising and media channels in order
to increase recognition. Their advertising and social media campaigns will have to line up
closely with who their consumers are and how their values match those of Mavi. The brand
must place a strong emphasis on position marketing in order to compete and secure their
niche market. Through various strategies we will incorporate into our plan, Mavi will be able
to reach a niche market where jean sales have huge potential.
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CURRENT
CATEGORY
SITUATION
Mavi Jeans is a competitor in the market for high-end jeans and designer labels. The
jean category is defined by trend, comfort, and price of the product. Brands in this category
are often embellished and treated with certain courtesy which causes their jeans to be
viewed as high-end and worth a substantial investment. Most denim companies, regardless
of quality or price, aim to be “a perfect fit” for their customers. The women’s denim market
is valued at $8.55 billion per year and predicted to continue growing as trends show women
are increasingly looking for well-made garments. Based on Google Trends, The United
States is sixth in the world for online searches using the keyword “jeans.”
Statistics and trends of jeans over the past two years show that many companies have
allocated large amounts of money into their advertising budget. As people who enjoy
fashion are looking to make a statement through clothing, brands are looking to make an
influence into their consumer’s everyday lives as well. Amongst high-end fashion brands,
print media remains to be a significant area where advertising budgets are allocated.
Though this is true, the market has seen a 53% increase in brands who are choosing online
advertising than those who did in 2014. Spending on real-time advertising displays will
continue to increase at a 59% growth rate over the next year according to the International
Data Corporation. With a high-speed growth rate, real-time advertising is the fastest
growing segment of digital advertising.
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BRAND
ANALYSIS:
4C’S
Consumer Wants & Needs
Mavi is a denim and jeanswear company for both men and women with a vast range
of product style, colors, and fit. Mavi offers dozens of differing designs and styles ranging
from classic boot cut to wide-leg flare denim. Research shows that fit is the biggest deciding
factor when it comes to jean purchases. Other important factors include comfort, and
making the consumer look good.
Mavi recognizes that communication works both ways and that it is important to have
transparency within the market and among consumers. Through providing open channels to
talk to consumers, listening to their ideas and suggestions, Mavi can assure customers that
they will offer the perfect jeans. When it comes to the women’s denim lines, Mavi recognizes
that women can be quite picky, as they should be while shopping. Not everyone is built
the same which is something Mavi embraces. The brand adheres to style wants, while also
providing many fits that different body types will need. When it comes to the final purchase,
consumers know they are receiving a quality garment that will sustain them for many years.
Mavi also recognizes that keeping up with the latest trends is essential for maintaining
business and interest from consumers. Therefore, Mavi is always a few steps ahead and
ready to provide their fashion forward consumers with the newest looks.
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BRAND
ANALYSIS:
4C’S
Cost
Mavi Jeans falls under the category of high-end jeans and are typically sold in the
$100 range. This is a significant amount of money for many consumers to spend on a pair
of jeans, but Mavi understands that high price and high quality go hand in hand. We want
to show women that Mavi Jeans are of high value and worth the investment. Mavi is a
private corporation so they guarantee their jeans are produced in a way that is sustainable
for the economy, environment, company, and consumer. Having control over the entire
process from manufacturing to distribution, Mavi can guarantee sustainability throughout
the entire process. In turn, as a consumer you’ll feel good about your purchase because
you’re spending more in order to guarantee the quality of your jeans and the lives of those
who worked on making your perfect jeans. Standard retail jeans are in the $50 range, by
purchasing jeans from Mavi consumers sacrifice extra money for higher quality. To reach
consumers who’re interested in purchasing quality jeans that will provide benefits to
everyone along the way, Mavi sells their products in retail outlets that account for a large
portion of the U.S. denim market. Additionally, Mavi is sold online and can be purchased
on major sites such as Amazon. Mavi Jeans takes advantage of their “high-end” price by
making their jeans available in convenient places that will not cost the customer additional
time and energy.
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BRAND
ANALYSIS:
4C’S
Communication
Mavi’s website offers different features that promote communication between the
brand and customers. The website offers the story and history of Mavi, a link to sign up for
the newsletter which includes discounts, and URLS to their social media sites. These sites
include: Instagram,Facebook,and Twitter. Mavi’s Instagram handle is @mavijeans. One of
Mavi’s past campaigns on their Instagram account uses MoveInMavi to encourage users to
post pictures of themselves in their jeans. Through social media, Mavi informs their followers
about new styles and collections as well as any other important information regarding the
company. Mavi also ran a social media campaign attempting to bring the personalities of
jeans to life through using names such as, Serena, Marcus, Daniel, and Anna to title their
most popular jean cuts. They ran this campaign allocating a significant portion of their
media budget towards outdoor and transit advertisements calling it, “Meet the Mavis”.
Mavi also communicates with customers through a variety of advertising campaigns. One
of their first advertising campaigns started in 1996 with the slogan “It’s too much”. By
1998, celebrities such as Cher, Chelsea Clinton, and Geri Halliwell began to wear jeans
manufactured by Mavi, giving them increased brand recognition.
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BRAND
ANALYSIS:
4C’S
Convenience
By selling their jeans in Nordstrom’s and Macy’s, Mavi acknowledges that many
women shop at stores conveniently located in shopping malls. Additionally, a pair of
Mavi Jeans can be ordered online and are just a click away on the Mavi Jeans website
as well as Amazon, Macy’s and Nordstrom. A branch of Nordstrom’s called Nordstrom
Rack also sells Mavi jeans at a discounted rate. Both of these stores can be found
as free standing stores, outlets and in shopping malls. Mavi Jeans provides their
customers with easy access by being readily available for purchase via internet and in
various retail locations across the globe.
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BRAND
ANALYSIS:ECONOMIC & SOCIALTRENDS
Sustainable Lifestyles
Living both sustainably and consciously is in the forefront of consumers minds when
investing in a new product. This not only includes sustaining a balanced bank account or
diet, but also using sustainable tactics in order to better our world. Despite the controversy
around global warming, 64% of U.S. adults are worried a “great deal” or “fair amount”
about environmental issues. Among these adults, millennials show more dedication to
sustaining a “green” lifestyle than previous generations. Growing up in a world dealing
with a climate crisis, there’s a lot of pressure on millennials to change how we treat our
environment. Pushing sustainability not only in environmental activities, but into the
lifestyle of millennials has shown great success. Social and environmental awareness are
incorporated in many aspects of society in order to further educate younger generations
about sustainable practices. This growing trend shows that Americans feel both responsible
and concerned for our planet. Consumers show their values through shopping activities,
such as using reusable bags while grocery shopping. Stigma against the overuse of plastic
has created a trend for shoppers to bring reusable bags. Similar trends can be seen in
industries such as automobiles. If you’re driving a Prius or Tesla, society recognizes your
efforts towards living a sustainable lifestyle.
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BRAND
Driving Forces on Consumer Shopping Behaviors
Sustainable companies have become attention-grabbers within the retail market
as consumers have voiced concern about the carbon footprint huge corporations are
leaving behind. According to a national Capstrat-Public Policy Polling survey done
in 2010, nearly 60% of consumers highly value products’ sustainability when making
purchase decisions, while 56% were willing to pay “a little” to “significantly” more
for environmentally friendly products. When looking at global trends, Nielsen reports
sustainability as the new shopping priority. Approximately 58% of people are more
likely to pay more for products from environment-friendly brands and 45% would
spend more if they saw advertisements highlighting how the product or brand helps
the environment. Conscious shopping is a growing trend that leaves people feeling
more satisfied about themselves and their purchases.
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BRAND
The Turkish Jean Industry
Within the denim industry, Turkish brands are on the rise thanks to their
reputation and wealth of cotton. As Turkey is the second biggest importer of cotton,
second to the U.S, the Turkish government has recently imposed a 3% CIF (cost,
insurance and freight) duty on all U.S. cotton fiber imports. The rationale behind this
anti-dumping policy is that the “excessive” importation would hurt the domestic
industry. Though this policy will cause Turkish cotton to become more expensive
it will not increase the price of Mavi Jeans because they are produced within their
own company. Furthermore, the denim industry has a lot of security in it’s consumers
because though jeans change styles, they are always in.
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BRAND
ANALYSIS:RETAIL TRENDS
Artiﬁcial Intelligence for Personalization
Currently, advancements in machine learning and deep analytics, allow for a
more personal and customizable shopping experience. New technology provides
access to shopping histories, social media profiles and recent web searches which
allows retailers to offer products that are tailored to their customers. More companies
are joining the trend of following their buyer’s “digital footprints” to learn about their
customers and give their brand added value.
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BRAND
ANALYSIS:
MAVI
Past Advertising Trends
In 2001, Mavi began an advertising campaign in North America estimated at around
$5 million for the overall budget. The theme of this campaign was “Made in MaviLand”
and it was implemented through commercials that included new age music and a dressing
room featuring an entire wall stacked with jeans. A promotional contest followed and asked
people to submit a guess of how many pairs of jeans were featured in the commercial. Mavi
also advertised heavily in transportation and transit mediums, as well as classic magazine
advertising.
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BRAND
ANALYSIS:
MAVI
Geography
Founded in Istanbul, Turkey Mavi Jeans has geographical proximity to European
markets. Mavi Jeans Inc. is sold in over 4,000 specialty stores, department stores and
specialty chains in over 50 countries. Mavi also has over 310 retail stores with flagships
in New York, Vancouver, Montreal, Istanbul, Berlin, Frankfurt, Düsseldorf, Hamburg and
Moscow, selling over 40 million pairs of jeans.
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BRAND
ANALYSIS:
MAVI
Advertising
The brand manager notes that Mavi has predominantly had a digital advertising
presence in the recent past and believes it to be an important component of their
communications efforts in the future. Mavi will be continuing to advertise digitally as well
as expanding their media budget of $12 MM expecting a minimum of $3.0 MM (30% of the
budget) to go to digital resources.
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BRAND
ANALYSIS:
MAVI
Sales By Market
To increase brand awareness, we looked at the
potential for growth across America. For Mavi Jeans we
look at how well the brand is doing, taking into account
the population of the market which represents Mavi’s brand
development index. In the market, many states on both
the East and West coasts hold high potential. For example,
in Boston, MA consumers are 26% more likely to purchase
Mavi Jeans than the average population with a BDI of 126.
Additionally, on the East coast in cities such as New York
City consumers are 30% more likely to purchase Mavi brand
with a BDI of 130 and 25% more likely than the average
person in Hartford New Haven, CT, with a BDI of 125. On
the West coast, San Francisco and San Diego show potential
to purchase Mavi jeans with BDIs of 130 and 117. This
means that consumers in these cities are 30% and 17% more
likely than the average consumer to purchase Mavi brand
jeans. These markets are doing well in both brand sales and
category sales.
We also analyzed the category development index
numbers to see how well the jean category is doing in a
market taking into account the total population. On the East
coast there are high CDIs of 141, 148, and 135 in Boston,
MA, New York City, NY, and Hartford New Haven, CT. This
means that in Boston 41% of people are more likely to buy
jeans than the average person. In NYC, 48% and in Hartford,
35% of people are more likely to buy jeans than the average
person. Additionally, West coast consumers in San Francisco
are 48% more likely to purchase jeans and in San Diego con-
sumers are 28% more likely to purchase jeans of any brand.
Overall, consumers in cities on the East and West coasts
are very likely to purchase jeans and there is a high growth
potential for the Mavi Brand. This makes these more coastal
geographic areas a good area to find our niche market and
expand on brand awareness.
BDI CDI
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BRAND
ANALYSIS:
MAVI
Geo Rank Based on Potential
Based on the data for the jean category overall as well as data found
for Mavi brand specifically, we were able to identify and examine the
potential for our target market in cities across the U.S. We ranked both
Boston and San Francisco high in geographic potential based on their BDIs
and CDIs. These are two major cities that are important to the Mavi jean
brand in order for the brand to find the niche market they’re looking for.
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COMPETITIVE
ANALYSIS
Collectively, 10/10 chose to analyze three major competitors in the denim mar-
ket; Lucky Brand, Seven for All Mankind, and Ralph Lauren. As many denim trends
have come and gone over the past decade so have numerous jean companies in the
market. Two companies that have made their way to the top of the denim market are
Lucky Brand and Seven for All Mankind. Both brands started within the past 15 years
and have manage to not only stay in the market, but create a significant revenue and
expand over time. On the other hand, our third competitor, Ralph Lauren, is a legend-
ary name with extreme brand loyalty from consumers and have been a steady com-
petitor in the denim market for decades. Taking after our competitors, but with our
own twist, we hope to make a massive impact on Mavi Jeans sales in America within
the next two years. After analyzing our competition, we hope to follow two trends
they’ve all followed closely; make a massive impact on jean sales in the U.S and cre-
ate a loyal customer base. 10/10 came to a conclusion on our primary competitors
through analyzing the target audience they bring in, denim statistics, and levels of
brand awareness.
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COMPETITIVE
ANALYSIS:
MAVI
Overview
With origins in one of the world’s leading denim manufacturers, Mavi Jeans be-
gan in Istanbul, Turkey in 1991. Known for their extensive options and great fitting
denim, Mavi quickly expanded as a company with headquarters now in various coun-
tries around the world. Mavi has always made sure that the quality of their denim is
consistent with every pair of jeans they manufacture and sell. To guarantee product
consistency, the brand continues to manufacture and distribute their products out of
Turkey. Since jeans were introduced to the fashion market in the 18th century, women
have struggled to find the right pair, or the perfect fit. Mavi recognizes that finding
the perfect jeans can seem impossible and makes it their mission to provide quality
jeans for their customers.
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COMPETITIVE
ANALYSIS:
MAVI
Media Mix:
Mavi’s extensive efforts to satisfy their customers has pushed their total sales to
$338,238,590. As sales increase, their market share has climbed to 38% providing
them the ability to expand their advertising budget to $11,100,000. Most of Mavi’s
advertising success has come from using the internet as their main communication
channel. Mavi accounts for 40% of the total advertising spend on Internet for this
competitive set.
Mavi has been consistently growing not only in their overall sales, but also their
presence on social media. After realizing that the internet was a good source to reach
their customers and potential customers, Mavi decided to increase their digital pres-
ence. Their web design team made the brands website simple to comprehend so that
potential consumers are easily lead to the right pair of jeans for them. Additionally,
Mavi interacts with consumers through multiple social media platforms creating trans-
parency, leading to further trust throughout the brand amongst consumers.
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COMPETITIVE
ANALYSIS:
MAVI
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COMPETITIVE
ANALYSIS:
MAVI
Advertising Strategy:
From the beginning, Mavi has been a company driven towards having as much transparency and trust
installed in their company as possible. From their manufacturing process, to their vast accessibility and
reach in international markets, no detail is overlooked. The company’s marketing methods might cause
their denim prices to be higher than others, but value is a priority. Their newest campaign featured
interactive components on each of their social media platforms. Mavi asked customers to post a picture
of themselves in their favorite jeans while going about their day, using the hashtag #moveinmavi. The
strategy emphasized consumers showing how comfortable they are in their jeans.
Their end goal was to persuade potential
customers who have yet to find the right jean
for them into buying Mavi denim. Additionally,
Mavi incorporates celebrity associations through
those who wear the brand such as Kate Winslet
and Chelsea Clinton. Both celebrities serve as
influencers. Mavi also signed model Adriana Lima
as the forefront for their marketing campaign.
The model starred in a series of commercials that
enhanced the brands international performance.
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COMPETITIVE
ANALYSIS:
LUCKY BRAND
Overview
Lucky Brand Jeans is an American denim company founded in 1990
by Gene Montesano and Barry Perlman based out of Vernon, Califor-
nia. The brand gives a distinctively “Lucky” look by putting their jeans
through the wringer. This is possible by way of ripping, fraying, sanding,
patching and washing by hand in order to give them true character and
soul. The brand adds authentic hardware, personalized touches and
playful details, to create a true blue American jean. They combine old
and new styles to create unique pieces that can be worn over and over
again. Lucky Brand can be found all over America as they are located
in 209 stores and counting. They are are also available in select depart-
ment stores and online at LuckyBrand.com.
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COMPETITIVE
ANALYSIS:
LUCKY BRAND
Media Mix:
Lucky Brand has been a relevant name in the denim market for over a decade
now with a customer base that is constantly growing. Lucky Brand captures 29% on
the total denim market with sales of $548,868,934. The marketing team for Lucky
Brand chose to use their total media budget of $900,000 on internet advertising
because of the increasing usage across the world. Even though the entire budget was
allocated towards one medium, Lucky Brand accounts for 3% of the total advertising
spend on internet for this competitive set. However, with their loyal customer base
the company has continued to keep customers happy while reaching out to new
audiences.
Lucky Brand’s main marketing stand point is that they make the jean according
to you, the customer. Since they were established, Lucky Brand has successfully
gained consumers trust making sure each person feels they’re getting jeans that were
designed just for them. They also reach out through social media, with campaigns
encapturing the attention and thought of their market.
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COMPETITIVE
ANALYSIS:
LUCKY BRAND
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COMPETITIVE
ANALYSIS:
LUCKY BRAND
Over the years, Lucky Brand has worked
to develop a philosophy that creates a jean to
fit and suit people of all shapes and sizes. They
pride their campaigns on the belief that; “fit is
defined when comfort is found and confidence
is felt.” Through their campaign titled “A Fit
for Everybody”, they met with real people who
shared their denim dilemmas, and the “Lucky
Solution” that saved their day. On their Face-
book page, they posted 7 pictures featuring
real customers, a bio about them, what Lucky
Brand jean they are wearing in the picture, and
the attributes they love most about the jeans
they picked. They have their customers use the
hashtag “This is #MyLuckyBrand”.
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COMPETITIVE
ANALYSIS:7 FOR ALL
Overview
In 2000, 7 For All Mankind entered the market front in Los Angeles with their line
of premium denim wear. Within the decade, they have developed into a company that
has now extended to men’s wear, children’s clothing, footwear and more. Working
closely with well-known celebrity stylists and icons, 7 For All Mankind marketed them-
selves into luxury stores and high-end boutiques. As the brand expanded, they began
to sell products in bigger retail stores and online. Now sold internationally, 7 For All
Mankind continues to create campaigns and innovative ideas that secure them as top
brand names in the denim market.
MANKIND
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COMPETITIVE
ANALYSIS:7 For All
Media Mix:
7 For All Mankind strongly relies on their eye-catching styles, word of mouth, and ad-
vertising to reach their consumers. Advertising through word of mouth is a strategy 7 For All
Mankind has used since they started, which led them to their niche market. In total, 7 for All
Mankind spent $1,298,000 on advertising expenditures. Unlike other brands, they chose to
spend solely on magazine as their channel for advertising. Our other primary competitors
chose spend on internet advertising, which means Seven for All Mankind to holds 100% of
the total media spend on magazines for this competitive set. Though this is true, their total
sales were $110,949,312 which makes up only 10% of the total market sales.
Overall, 7 For All Mankind has seemed to keep a low online profile unlike their com-
petition. This marketing strategy is risky seeing as internet is the fastest growing media
channel. Though the company can be found on Twitter, Instagram, and Facebook, their
follow base isn’t nearly as large as our competitors. The company tends to stick with tradi-
tional fashion marketing via magazines which has worked for the brand. However, the brand
reached their initial target and created worth among customers by way of word of mouth.
Having loyal customers, 7 For All Mankind opts out of having large social media reach and
focuses on keeping current customers.
Mankind
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COMPETITIVE
ANALYSIS:7 For AllMankind
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COMPETITIVE
ANALYSIS:7 FOR ALL
As of 2016, 7 For All Mankind announced
actress Zoe Saldana as their lead celebrity endorser.
Their newest campaign was designed to accompany
the global launch of Seven for All Mankind’s new
category of women’s jeans called b(air) denim.
B(air) denim takes the combination of comfort and
aesthetic to a whole new level using the newest
materials and designs. This ultra-lightweight denim
is soft as silk and light as air; the first of its kind to
hold its shape while offering comfort.
MANKIND
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COMPETITIVE
ANALYSIS:
RALPH LAUREN
Overview:
Ralph Lauren has been a respectable, high-end fashion label for over 40 years now.
With their company strengths lying in innovative advertising, fashion, and marketing, it’s
easy to see why Ralph Lauren is more than a denim company. The brand has established
trust especially within America and continues to increases brand consumption while also
keeping a steady image.
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COMPETITIVE
ANALYSIS:
RALPH LAUREN
Media Mix:
Ralph Lauren is a huge company with a large advertising budget. They use their
strong brand awareness and recognition to their advantage when advertising, especially
over the internet. Ralph Lauren holds 14% of the market share with their net sales totaling
to $163,432,429. Their advertisement budget was $16,100,000 towards advertising on the
internet alone allocating their whole advertising budgets strictly to this media. Compared to
the other competitors, Ralph Lauren seems to hold a large share of the market and advertis-
ing spend. Ralph Lauren now accounts for 57% of the total advertising spend on Internet for
this competitive set.
While Mavi, Lucky Brand, and Seven For All Mankind are all substantially smaller compa-
nies, Ralph Lauren’s media budget surpases the others allowing for extravagant campaigns.
Though Ralph Lauren is a strong well-known brand, they continue to advertise frequently to
remain in the forefront of consumers minds.
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COMPETITIVE
ANALYSIS:
RALPH LAUREN
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COMPETITIVE
ANALYSIS:
RALPH LAUREN
Ralph Lauren is a classic brand that is extremely
experienced in advertising campaigns. In the past year,
Ralph Lauren Denim named Orange is the New Black
star Ruby Rose the face of their spring collection to work
alongside model Hailey Baldwin. The brand opted for an
Instagram campaign which was revealed as a four-part
series. The cinematic posts were 15-second films used
to spread both style inspiration as well as a snapshot of
the new spring looks. The campaign started off strong
with a post entitled Episode 1: Ruby takes on Brooklyn.
Ralph Lauren takes over Instagram using their hashtag
#DenimandSupplyRL.
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COMPETITIVEANALYSIS:
SOCIAL MEDIAPRESENCE
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SOM & SOV
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SEASONALITY
Mavi, Ralph Lauren, Seven for all Mankind, and Lucky Brand Jeans all have differ-
ent advertising spend throughout the year. The only month Lucky advertises is during
September, while Mavi only advertises in March and June. Ralph Lauren’s advertising
is scattered throughout the year, with heavy ups in August. A common trend shared
by all brands is that they all spend little to none on advertising during winter months.
Out of this competitive set, Seven for all Mankind spends a substantially larger
amount than Mavi or any other of the competitors. Being that their spending was so
much more, our team depicts their spending on a separate graph for a better under-
standing.

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SEASONALITY
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SEASONALITY
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COMPETITIVE
ANALYSIS:
SEASONALITY
Conclusion:
Overall, our competitive set follows both internet trends as well as fashion trends.
Based on the companies competing in our market, we see a strong emphasis on social me-
dia campaigns starring celebrity influencers. These campaigns are in the form of both pho-
tos and videos on Facebook, Instagram and Twitter. Additionally, our competitors primarily
invest their media budget into internet display. This being said, the competitors follow inter-
net trends by using hashtags as well as catchy slogans or headlines. When it comes to the
Mavi brand, the jeanswear company has many followers and adheres to the trends of the
category. Being that they already have a large presence on social media, the brand can tar-
get those who are already followers while gaining additional brand recognition.
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TARGET
AUDIENCE
ANALYSIS
Overview
Mavi needs an audience who will appreciate quality as much as style. Primary and sec-
ondary research gave our agency an insight into who these women are, where they live,
and what they do. We targeted areas that had existing brand awareness with room to grow
within the jean category. As for the women, 10/10 media explored demographic and psy-
chographic data for those who purchased designer jeans over $100 in the past 12 months.
The Simmons Database revealed many surprising correlations between these shoppers and
their lifestyles. For example, women are 75% more likely than the average women to spend
$100 on jeans if they work in management occupations. In addition, women are 24% more
likely than the average woman to spend $100 on jeans if they are parents. Lastly, women
who spend $100 or more on jeans are 10% more likely to purchase environmentally friendly
products than the average person. These women are trendy, sophisticated, and conscious.
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TARGET
AUDIENCE
ANALYSIS
Secondary Research
We included a thorough search into whom the perfect candidate would be to market
Mavi jeans to. Research done in 2015 by GfK Mediamark Research & Intelligence allowed
us to focus on women who had bought jeans in the same price range as Mavi. Women who
best fit the target for Mavi are ages 25-44, a combined age range due to the high interest
in designer jeans (we combined the age group 25 - 34 (140) and 35 - 44 (147)). The primary
focus was on those who spent over $100 on designer jeans, and the numbers prove interest
from a large age group. These women are college educated (145) professionals, working full
time (136) and living comfortably (IEI $75000 (186)). We are targeting women of every race
and nationality, who tend to be parents (131) and live in larger cities. We’re also looking for
the sophisticated shopper, someone who knows what’s hot and pays attention to the latest
style (149). They are willing to pay more for high quality items (151). Every season brings a
new opportunity for these women to express themselves, wear designer brands, and stand
out. For them, it’s all about making a statement and being top-notch at whatever they’re
doing.
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48
TARGET
AUDIENCE
ANALYSIS
Primary Research
In order to gain insight into what influences consumers’ buying decision and their pref-
erence when it comes to jeans, 10/10 conducted an online survey with the goal to reach out
the women of different age groups, distributed to the Ithaca community, family, and friends.
Our Google Forms survey asked about participants’ preferences in buying jeans regarding
brands, price range, and other factors that contribute to their purchase decision. Through
social media platform (Facebook especially) and personal emails, our survey received 126
responses, nearly 95% were women.
Over 85% of respondants had purchased jeans in the last 12 months, but an over-
whelming 80% had never heard of Mavi Jeans, showing a serious lack of brand awareness.
They often shop in department stores (39 out of 126 freqent or very frequent, more than
online) or chain stores/brand stores (72% frequent or very frequently shop for jeans there).
Despite growing in popularity, online shopping doesn’t seem to be the right fit for our re-
spondents (57 out of 126 people said they rarely or never shop online for jeans). Due to the
majority of the college attending respondents, only 6 people have spent 75 dollars or more
on jeans, therefore our campaign will focus on older more prosperous consumers.
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49
TARGET
AUDIENCE
ANALYSIS
Primary Research
In terms of buying factors, while more people agreed that they are environmentally
conscious when shopping (37.3%), the difference was not significant as people who were
neutral came close in number with 31.7%. However, interestingly, 44.4% agreed or strongly
agreed that they would be more likely to pay more for environmentally-friendly products.
Overall, while there is awareness of products’ environmental impact, it was not significant.
Affordable price came as a primary buying factor (95 out of 126 strongly agree) while
most of the respondants from ages 35-54 also agreed on high quality as a buying factor.
Trends and designer brands received neutral feelings. Overall, limits of the sample for sur-
vey responses prevented the research to be applicable to a general population. Respon-
dents were from a younger crowd for the most part (88.9% 18-24 years old) while 10 of
them were ages 25-54. While interesting, the primary research does not seem to be signifi-
cantly advantageous due to the lack of representation.
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50
TARGET
AUDIENCE
ANALYSIS
Consumer Insights
This target has disposable income to spend on luxury items:
u I am typically willing to pay more for high- quality items (151)
u I wear designer brands partially to impress other people (134)
u Often spend more money than expected on my fashion purchases (159)
u I don’t have time to bother clipping or saving coupons (145)
u “I’m a spender rather than a saver.” (140)
This target shops by the trend and is a trend-setter herself:
u “I am influenced by what’s hot and what’s not.” (126)
u “People often come to me for advice before making a purchase.” (139)
u I buy new clothes at the beginning of each season (190)
u I wait until other people have tried things before try myself (84)
u his target has disposable income to spend on luxury items:
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51
TARGET
AUDIENCE
ANALYSIS
Consumer Insights
This target enjoys travel and foreign influences:
u Vacation abroad-Caribbean (165)
u Vacation abroad-Mexico (160)
u I enjoy having stimulating experiences (118)
u Interests include Travel (153)
u National Geographic Gold Magazine (181)
u Visited Hotels.com (187)
u Expedia.com (170)
u Foreign Travel Past 3 Yrs (155)
This target is busy and always on the go:
u I am so busy often can’t finish everything need to in a day (114)
u Often I eat my meals on the run (120)
u Employed Full Time (136)
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52
TARGET
AUDIENCE
ANALYSIS
Consumer Insights
This target is a heavy mobile user and tech savvy:
u The Internet is a main source of entertainment for me (136)
u Keep personal Internet pages updated with info about life (129)
u I would feel disconnected without the Internet (134)
u I’m fascinated by new technology (130)
u Technology helps make my life more organized (142)
u I think of my mobile phone as a source of entertainment (154)
u Text messaging is an important part of my daily life (145)
u Before purchase online typically read online reviews (117)
u I’m willing to use the Internet to shop for fashion products (165)
This target is into sophisticated interests and hobbies:
u Wine (160)
u Yoga (160)
u “I consider myself sophisticated.” (127)
u Marie Claire magazine (175)
u Elle Decor (164)
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53
TARGET
AUDIENCE
ANALYSIS
Consumer Insights
This target and her family (with children) has a high living standard and she cares deeply
about her family:
u HHI $75000 - $99999 (141) or HHI $100000+(172)
u IEI $75000 – $99999 (186) or IEI $100000 (240)
u Household with 2 children (131) or 3 children (134)
u My children have a significant impact on the brands I choose (122)
This target uses the internet to stay informed and updated
Read any digital magazine (146) or/and digital newspaper (138)
u Huffington Post (171)
u New Yorker (174)
u New York Times.com (176)
u BBC.com (178)
u IMBd.com (196)
u CNET.com (product reviews) (169)
u About.com (164)
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54
TARGET
AUDIENCE
ANALYSIS
Consumer Insights
This target is socially and politically aware:
u Attended a Political Rally Speech or Organized Protest (150)
u Served on a Committee for some Local Organization (130)
Been Active Member of Group to Influence Public Policy/Gov’t (143)
This target is environmentally conscious:
u Recycled Products (109)
u Participated in Environmental Groups/Causes (107)
u Prefers Environmentally Friendly Products (110)
u I feel I am more environmentally conscious than most people (104)
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55
TARGET
AUDIENCE
ANALYSIS
Target Audience Proﬁles:“Day In The Life”
Super Mom(Ages 35-44) - The hero of the household.
Super Moms are 35-44 year old women who know how
to work hard and play hard. Appreciative of sports (144)
and healthy lifestyles, (135) Super Mom is a well rounded
individual who still likes to look classy and sophisticated.
Spending money doesn’t come with the regret it once
did, she occasionally likes to spoil herself and her kids.
Super Mom likes her phone to stay connected with family
and friends, whether it’s texting or social media (139).
They are looked up to for their hustling lifestyle while still looking fabulous.
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56
TARGET
AUDIENCE
ANALYSIS
Super Mom(Ages 35-44) - The hero of the household.
u Jenn manages a bank (162) in New Haven, CT. At 39, her three children don’t slow her
down from doing what she loves most: biking (159). She has biked all over the country and
shares beautiful pictures and videos from wherever she goes. Rainy days are perfect for
shopping, and Jenn is an expert at finding trendy outfits from the mall. Jenn’s recent pro-
motion means her husband can stay home with the kids, and they can finally take that trip
to see the French Open (172). Online forums and life hacks became the busy mother’s best
friend when her twin girls started middle school. On a typical day, Jenn gets up at 5:30 for
her morning spin class (225). Jenn is very liberal (144) and she reads the New Yorker (174)
on her train ride into the city for work. Although she is well respected as a manager, Jenn’s
favorite part of the day is leaving her office to be home. Her guilty pleasure is a glass of
wine (160) for dessert with an episode of Scandal (there are benefits to a nightly glass).
Jenn always picks out her outfit for the next day, and finishes the night with a final look into
her facebook news feed.
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57
TARGET
AUDIENCE
ANALYSIS
Trendy Climbers(Ages 25-34):are professional female heavy
mobile users in their late 20s, early 30s who are “doing it all.”
They often work in management/financial field (162) with high
living standard but also make great effort in career promotion
(163) while fulfilling their family life. They are the boss in the
office and the star on social media. High-end fashion that
makes personal statement is what they love to show (129) but
they also involve in their community and enjoy traveling to
oversea locations. These elegant ladies lead hectic on-the-go
life, but they know slowing down and spending more to love
themselves is always a wise investment.
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58
TARGET
AUDIENCE
ANALYSIS
Trendy Climbers(Ages 25-34): Serena is a 28-year-old senior accountant who resides in San
Diego, CA with her husband and 2-year-old son, Jake. On a typical Serena’s day, she starts
out with emails and messages on phone, Huffington Post quick recap (171), drops her son at
his kindergarten then quickly attends the morning office meeting at 9. Serena is a busy bee,
at lunchtime she enjoys a light snack in companion with Vanity Fair (121) before getting back
to numbers. After a long day of work she gets excited to pamper herself with some New Girl
episodes (252) and champagne after work (160). Once a college student who dressed on a
budget, she now believes in the delivery of sophistication by designer clothes and trendy
bags (151) and wouldn’t mind flaunting a little bit with big purchase (159). Serena makes sure
the world knows she’s living the life of a fashion icon. From her trip to Cancun, Mexico (160)
last summer to that photo of her newly bought Louboutin heels, the sparkling life is adored by
hundreds of followers on her social media. But in the office, she is the true go-getter. Assertive
and always in control, Serena appears to be a competent employee who plans out to soon
rise to a leadership position (163). She’s already an important advocate for the liberal party in
her community (144) and at the same time manages to stay updated on parenting information
(171) from her favorite Mommy Bloggers. Serena will occasionally visit to the zoo and the
theme park with Jake. People often ask, where does she get the energy to do it all and then
still attend yoga class once a week? (160)
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59
TARGET
AUDIENCE
ANALYSIS
Key Challenge
Our team found a few components of the denim industry that would be potential
challenges when our campaign launches. The challenge starts with obtaining a niche
market in such a large industry that’s large enough for Mavi to gain brand awareness
and a significant customer base.
Key Consumer Insight
We’ve discovered willingness from our target audience to find trends and pay
for big price tags for quality items. Sustainability is an attractive trait commonly found
in our target audience as they’re both leaders with their fashion sense, but also with
their lifestyle. Mavi strives to fit the needs of their consumers entire selves, not just as
a pair of jeans.
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61
MEDIA OBJECTIVES
&
STRATEGIES
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62
MEDIA MIX:
CONNECTION
IDEA
Long Live. Long Last. Mavi Jeans.
Women are creators. They are powerful, determined, ready. Women are capable of
guiding our world into a promising future. With Mavi jeans you’ll look and do your
part as a leader in your community and the world. Show off your trendiness in jeans
that match your values and style.
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63
MEDIA MIX:
OBJECTIVES
To execute a media plan with a budget of $12.5 million over a 12 month period. In
addition we aim to increase awareness amongst our target as well as increase sales by 20%.
Through television and various digital platforms, we will connect with our target market
highlighting the benefits they’ll receive from owning a pair of Mavi’s. We are looking to
reach women ages 25-44 who strive to show confidence through their style and purchases.
Over the 12 month national and spot campaign we will increase our reach and frequency
making Mavi a top competitor in the U.S. denim market.
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65
MEDIA MIX:
TV STRATEGY
& RATIONALE
Our team will be allocating 30% of our overall advertising budget towards Net Cable
during the TV dayparts; daytime, early fringe, primetime, and late fringe. This means,
$3,750,000 of our total budget of $12.5 million will be allocated towards television. Our
target market spends the majority of their screen time watching shows later in the day and
into the nighttime. All of the chosen day parts showed the highest index numbers and the
most opportunity to reach a large amount of women who’re home after work. Although our
target market’s are more specifically on the coasts, we chose a national network in order to
further expand our reach. Each show we chose presents opportunity to reach our market
based on popularity, but also the strong lead women roles in the shows. We will also be
utilizing imagery transfer as well as airing our ads digitally.
New Girl
New Girl is a primetime sitcom starring Zooey Deschanel who plays a quirky school
teacher. This show scores very high among our target audience (252) for primetime cable TV.
Being that our audience of trend setters are influenced by what’s hot and what’s not (126),
New Girl is a good choice because it comes with high ratings among all women.
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66
MEDIA MIX:
TV STRATEGY
& RATIONALE
This Is Us
This is Us is a show that is relatively new to Television and airs on NBC. This Is Us has a
high primetime rating of 2.68 with an average of 10 million viewers per episode. Our target
audience tunes into This Is Us as the show is increasing in popularity and shows great
potential. This program has high ratings across the board and is a dramatic comedy that’s on
the rise. Being that our target embraces the new and remembers the ever popular Mandy
Moore, this show is a perfect addition to our media mix.
Ellen Degeneres Show
The Ellen Degeneres Show has been a popular daytime TV show for many years. As we
are advertising on two primetime TV shows, we chose Ellen as a popular daytime show
to maximize our reach. This show indexes well with our target audience (113) as Ellen is a
public figure who features celebrities, talents, and musical guests.
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67
MEDIA MIX:
TV STRATEGY
& RATIONALE
Chopped
Chopped is a cooking game show in which four chefs compete head-to-head in order
to win $10,000. It is currently one of the most popular shows on Food Network, whose
main viewers fit into our target audience perfectly (122). Around 55% of their viewers are
financially stable women in the 18-49 age group with an average annual income of $80,000.
17% of our women are professionals in management occupation. Therefore, we think this
is a great way to reach our niche market especially during early fringe as it’s during dinner
time.
Late Late Night
From a youtube phenomenon to hosting his own late show, James Corden captured the
love of audiences around the world with his sense of humor and fun personality. In order
to complete our budget we decided to air one ad during late fringe. Late Late Night
indexed well within our target audience (137) so we saw the most opportunity by placing
advertisements here.
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MEDIA MIX:
BUYING TV
Our team dedicated $3,647,900 of the entire budget towards television advertising.
This is slightly below 30% of our budget which isn’t a large portion, however we chose to
do all our national cable advertising through this medium in order to expand upon our
audience and brand awareness. Though our target market exists on the coasts, the stores
where consumers can find Mavi Jeans are found nationally making it important for us to
include some emphasis on national advertising.
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70
MEDIA MIX:
DIGITAL
STRATEGY
After analyzing our target market and their consumer patterns, we’ve decided to
allocate $8,750,000 to our advertising budget for digital platforms. This is 70% of our
budget, which is a large portion, however taking into consideration all factors of our plan,
it seemed to make the most sense. Especially when considering imagery transfer and our
target market, digital platforms are the most widely utilized. According to the index number
provided by the 2015 GFK MRI Double Base/Prism, our targets most active on sites such as;
Pinterest, Instagram, and Facebook. We will use these platforms in order to increase reach,
frequency, and also further involve consumers with our brand. By having advertisements that
lead directly to the Mavi Jean homepage we will utilize both our unpaid and paid media.
With a lot of creative opportunity and transparency, we plan to build connections with
consumers while building our consumer base. Digital advertising will take place throughout
our campaign with a concentration on the East and West coasts. Throughout the campaign
we plan to deliver over 600 million impressions.
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71
MEDIA MIX:
DIGITAL
STRATEGY
Social Media (PAID)
10/10 plans to implement and utilize various types of owned, earned and paid media.
Our target audience is women who use the Internet to shop for fashion products (165)
and those who use mobile phones as a source of entertainment (154). Currently, Mavi has
a strong presence on popular social media platforms such as Facebook, Instagram and
Twitter. To increase our consumer interaction, we will continue to connect with our target
through both Facebook and Instagram campaigns. In addition, we plan to engage with
and reach our target audience via other medias such as Pinterest (147). To strengthen our
customer base and reach potential consumers we will utilize social media through creative
campaigns, challenges, and promotions.
Instagram (PAID)
As a brand, Mavi has one of their strongest social media presences on Instagram, a
website and app for uploading pictures and videos. For our media plan, we decided to
build off of Mavi’s strength’s by advertising heavily on Instagram. To showcase our denim
line, it is important for consumers to see the brand being worn and also to know that the
brand is there to openly communicate with their audience. Instagram is a perfect media
outlet with high usage rates throughout our target that serves as an opportunity to our
expand brand awareness.
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72
MEDIA MIX:
DIGITAL
STRATEGY
Facebook (PAID)
Facebook is a social media platform that is immensely popular among our target
audience (123). Our target looks to Facebook for entertainment and enjoys staying
connected via the internet (136). Facebook allows users to connect with friends, celebrities
and brands which helps them stay up to date with current trends. When utilizing facebook,
we will sponsor eye catching posts that show versatility as well as new trends. We choose
to sponsor posts as they can reach the right people and be targeted based on behavior
and lifestyle choices. Advertising on Facebook is beneficial because ad tracking is simple
and ads easily get users attention. Using sponsored posts, we plan to specifically target
audiences on both the East and West coasts. We plan to use spot heavy up in our five main
cities to engage our audience and to get them interested in the brand.
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73
MEDIA MIX:
DIGITAL
STRATEGY
Pinterest
As innovators and trendsetters, our target audience has a large consumer prescence on
Pinterest. Pinterest is a place to share ideas, but also look at what other users are working
on. This is a popular app for our target as they’re successfully sustaining their own lifestyles
while looking out for future trends and ideas. Pinterest is also a great medium where our
target can be the first to see and show off what they’ve been doing in their freetime. As our
target market are avid phone and Pinterest users, advertising on Pinterest will increase our
reach and get them involved with the brand. We not only want our consumers to see our
presence on Pinterest, but it’s important to us that our consumers know we are seeing their
posts as well. We will be using sponsored posts on both coasts in cities where large portions
of our target reside.
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74
MEDIA MIX:
DIGITAL
STRATEGY
Publisher Video Sites
Young working women who make up our target market are constantly on the go.
They don’t spend much time in front of their televisions, however they do utilize online
streaming in order to catch up on their favorite shows (121). We will be using both pre-roll
and mid-roll for placing advertisements on various online video streaming sites. Hulu (164)
will be our main online hub for advertising and we will include interactive advertising during
commercials. In this interactive ad, the viewer will click on their favorite jeans in order to
launch the advertisement. Other publisher video sites that we will include in our campaign
are CBS.com (143), NBC.com (141), PBS.com (141), and Fox.com (110). We will also use
video networks such as Youtube (130) in order to gain a higher reach. These advertisements
will be placed in our specific spot markets that are located on both the East and West
coasts.
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75
MEDIA MIX:
DIGITAL
STRATEGY
Internet Display Ads
Our team noticed a large trend throughout our target market in travel site traffic.
Sights such as Travelocity (156), Tripadvisor (161), Expedia (170), and Hotels.com (187)
all scored high in index numbers within the age range of women we targeted. Since
our target uses sustainability throughout their lives, they tend to look for the most
sustainable ways to travel as well. We will be using both skyscraper and banner ads on
these various websites that will hyperlink the user to the Mavi homepage. This will not
only help to increase reach, but also increase the traffic rates on the Mavi website.
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76
MEDIA MIX:
DIGITAL
STRATEGY
Buying Digital
To introduce the most significant part of the campaign, a quote from Bill Gates:
“The future of advertising is the Internet.” At 10/10 we agree with this statement,
which is why 70% of our budget is going towards digital advertising. A large portion
of the overall budget is dedicated to adapt to the evolving lifestyle of the American
women population. Since our target audience enjoys browsing online, reading
blogs, and sharing videos, these are places where they will be able to find Mavi ads.
Advertising on travel websites, mommy blogs, and other popular outlets for Women
ages 25-49 will not only increase frequency, but present a better chance at reaching
more of our target. Our total budget for digital media is $8,816,300. We will be
allocating $2,590,000 towards paid social media posts. Nearly 60% of all digital ad
spend belongs to online videos; $4,676,200 towards publisher video streaming sites
and $667,100 towards video networks.
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77
MEDIA MIX:
DIGITAL
STRATEGY
Buying Digital
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78
MEDIA MIX:
DIGITAL
STRATEGY
Buying Digital
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79
MEDIA MIX:
CREATIVE
STRATEGY
#LongLive
At the start of the campaign on April 1st, 2018, advertisements will begin launching
on computer, phone, and television screens across America. Mavi is a brand for focused
women of the future. #LongLive will be the focus of the creative strategy. As women across
America prepare for future, Earth Day is approaching, reminding us all that the earth is
precious and will take an immense amount of effort to save. The message behind Long
Live will be powerful, and suggests longevity for the quality jeans you wear and the quality
of the earth we live on. Mavi’s jeans will be advertised secondary to the #LongLive Earth
Day Concert Series for the majority of the first month. Another advertising focus will be a
new clothing line in time for the new fashion season. Hype across targeted sites and social
media will promote monthly Weigh-Ins. Mavi Weigh-Ins continue through June and July, and
this will be a time to increase general brand awareness, helping others learn more about
Mavi’s mission across the country. Footage from the competition will be incorporated into
advertisements throughout the year. Mavi Travels begins to be promoted nearing the end
of the competition. Locations from around the world will be showcased in visual pleasing
commercials. Along with this, information about sustainability and the future will be shared.
The creative strategy will not only be a huge improvement for Mavi’s brand awareness, but
it’ll improve their image and corporate social responsibility.
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80
MEDIA MIX:
BRAND
ACTIVATION
#LongLive Earth Day Concert Series
Earth Day is a celebration of our planet and all it’s provided to those who inhabit it. For
our brand activation Mavi and EarthDay.org have teamed up in order to put on a festival to
honor our earth. On Earth Day, April 22nd, we will be co-hosting a #LongLive concert series
open to the public in our five targeted cities. Each city will have a different artist including;
John Mayer, Dave Matthews Band, Jack Johnson, Andy Grammer, and Ziggy Marley. The
artists are all activists for sustainable living and have volunteered their time to not only
perform, but speak on behalf of Earth Day. The concert’s will be open to people of all ages
and take place in open arenas with space for everyone to enjoy. At the concert’s we will be
giving away goodies for the whole family including custom designed teddy bears wearing
Mavi Jeans and promotional codes for discounts on the website. At each concert there will
also be a “Weigh-In” encouraging anyone who attends to bring all their excess clothing with
them to see how many pounds of clothing we can collect to be donated. This will be the
first of 5 weigh-ins across these five cities with the hope that people will continue to donate
throughout all the months. In order to further encourage donations, there will be a contest
to see who can bring in the most amount of clothing over the 5 months.
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81
MEDIA MIX:
BRAND
ACTIVATION
Mavi Travels
To showcase the beauty of the Earth, Mavi Travels will be promoted on all mediums.
The 5 winners of the Donated Clothes Weigh-In contest will be able to choose any location
to travel to for a week and donate their clothes. Winners will be announced after the last
Weigh-In Spetember 22nd. Travelers will take off in December and share their journey
across all digital platforms. Mavi Travels will share the worldly aspects of charity and
business. The estimated budget for brand activation is $9 Million.
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82
MEDIA MIX:
REACH,
FREQUENCY &
GRPS
Objective:
To obtain the goals we set for our media plan, our reach will be 70, frequency
will be 3.7, and 259 GRPs during the months of April, May, and September, which are
the months with the largest heavy up. During June, July, October, and March we plan
to have a reach of 30, a frequency of 2, and 60 GRPS. Our goals will switch again in
August, December, and November with a reach of 65, frequency of 3.5, and 227 total
GRPs. For the months left, January and February, our reach will be 20, our frequency
will be 1.5, and 30 GRPs, which are the months with the smallest budget allocation in
order to avoid wear-out.
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MEDIA MIX:
REACH,
FREQUENCY &
GRPS
Rationale
Mavi Jeans is a well established brand in Turkey, however they are a newer brand
in the American denim market. For this reason we looked at both the reach and
frequency in order to create a plan that would maximize brand awareness. Though
our message is simple, it’s important that we have an above average frequency during
our heavy up months, but also keep a continuous ideal reach. During the Spring
months at the beginning of our campaign we will aim to have an above average
frequency of 3.7 and throughout quieter months with lower denim purchase rates our
frequency will drop significantly. With a simple message we believe it’s important to
remain present in our consumer’s mind through various mediums during the 12 month
campaign. Our reach will follow a similar pattern with an average reach between
65 and 70 during heavy up months and an average reach of 25 in months with less
advertising. During months with low reach and frequency we will put an emphasis on
our owned and earned media to keep a strong social media presence.
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84
MEDIA MIX:
REACH,
FREQUENCY &
GRPS
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85
MEDIA MIX:
REACH,
FREQUENCY &
GRPS
Average Frequency: 3.5
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86
MEDIA MIX:
REACH,
FREQUENCY &
GRPS
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87
MEDIA MIX:
REACH,
FREQUENCY &
GRPS
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88
MEDIA MIX:
REACH,
FREQUENCY &
GRPS
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89
MEDIA MIX:
SCHEDULING &
TIMING
Objective
To implement a pulsing schedule over a 12 month time period. Our campaign
will start in April at the beginning of the Spring Season. Our campaign will run
from April 2017 through March 2018 utilizing various media vehicles to expand
brand awareness and increase sales. We will also be aiming to not only increase our
consumer base, but connect with Mavi wearers as well.
Rationale
Spring is a season of growth and warmth; as the plants begin to bloom, so will
the start of our campaign. We chose to start in April not only because sales tend to
increase during this time, but also based on our targets personal shopping habits.
To start off the campaign, our team will be pairing up with Earth Day Network and
sponsoring their annual Earth Day event on April 22. Throughout the year, we will also
be working alongside Earth Day Network specifically with their women and girls in
Leadership Campaign in order to spread awareness about rights for women and the
earth. Other heavy-up months will be based off consumer shopping habits as well as
we heavy up again during the end of the summer and throughout the holiday season
(November-December). In locations where we see the most potential for growth,
which is on the coasts, we will be increasing our spot market budget to drive up our
reach and frequency.
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MEDIA MIX:
SCHEDULING &
TIMING
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MEDIA MIX:
GEOGRAPHY
Objective
To complement the sustainable lifestyles of our target market with brand growth,
we will be running a national campaign with spot heavy up on the coasts via digital
platforms. Our campaign will target San Diego, CA, San Francisco, CA, Hartford, CT,
New Haven, CT, Boston, MA, and New York, NY.
Strategy
Using a combined approach our campaign will have both national and spot
media. Our plan focuses on placing our television advertisements nationally to help
maximize reach and brand awareness. However, social media will target locations
on the East and West coasts. We will utilize spot advertising based off our findings
through Mediamark Research and Intelligence, in order to focus the advertisements
in specific DMAs. Our focus will be in cities that have both a high BDI and a high
CDI. With this approach, we will be able to target areas with people who are aware
of Mavi, but have room to grow in the category. Many of our DMAs are rather large,
but our campaign will make its way into the larger and smaller markets in each area.
Knowing that these consumer are denim advocates, increasing sales and brand
awareness should come smoothly with these tactics.
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MEDIA MIX:
GEOGRAPHY
National Rationale
Our strategy focuses not only on the coasts, but general brand awareness
throughout the country. This is why we chose to supplement our spot markets
with the use of national network television. Since Mavi is a brand sold in many
department stores that are national corporations, we wanted to also reach a national
audience. Our targeted reach was more than 30% of the country, so the best way to
achieve this is television.
Spot Rationale
Our spot heavy ups will take place within our target demographic areas. We are
aiming to reach those who not only care about living a sustainable lifestyle, but also
having a closet that matches their values. Our team looked to the coasts. We were
looking for consumers who search for quality in all aspects of their lives and found
the highest BDIs and CDIs in cities like Boston and San Diego. We will especially
emphasize advertising to our spot markets during the spring, end of the summer,
and beginning of the winter.
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MEDIA MIX:
BUDGET
Objective:
To execute a media plan by maximizing our designated advertising budget of $12.5 million
across various platforms.
Budget Rationale:
The market directors at Mavi Jeans provided us with our budget and lose guidelines as
to where they want the money to go. Already aware that their brand wanted to be more pres-
ent digitally, we chose to not only allot 30%, but 70% of our budget to digital platforms. With
endless online opportunity and a target market with a strong digital presence, it made the most
sense to heavy up in digital media to reach our consumers. Women who purchase jeans over
$100 are 65% more likely to visit an online blog than the average person. Our world is going
digital, and our target audience is following by sharing/posting website links (151), posting cur-
rent location (169), and finding news online: HuffingtonPost.com (171), BBC.com (178), NYTimes.
com (176). In total we will be spending $8,816,300 on digital media. Combined with our digital
campaigns, we will be using the rest of our budget of $3,647,900 towards television. By the end
of the year, our campaign will have spent $12,464,100 of the $12.5 million budget. Our budget
does not include the costs of earned and owned media.
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APPENDIX
References:
Brand Analysis:
(http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/)
https://www-statista-com.ezproxy.ithaca.edu/statistics/242645/influencing-factors-for-us-consumers-when-purchasing-denim/
(http://www.campaignbrief.com/assets_c/2010/04/Screen%20shot%202010-04-30%20at%206.45.32%20PM-25597.html)
http://www.historyofjeans.com/jeans-making/how-jeans-are-made/
https://www.wsj.com/articles/survey-shows-rapid-growth-in-online-shopping-1465358582
http://www.carvedinblue.lenzing-fibers.com/mavi-25-turkish-brand-continues-move-forward/
https://www.forbes.com/sites/bryanpearson/2016/12/28/7-under-the-radar-retail-trends-for-2017/#362e4ff85972
http://www.nielsen.com/us/en/insights/news/2015/green-generation-millennials-say-sustainability-is-a-shopping-priority.html)
http://www.nytimes.com/2001/08/09/business/media-business-advertising-two-jeans-makers-want-capitalize-all-american-comfort.
html
http://blueisinfashionthisyear.com/2016/06/30/an-eco-friendly-and-ethical-guide-to-denim/
(http://www.campaignbrief.com/2010/04/meet-the-mavis-in-new-social-m.html)
http://www.nytimes.com/2001/08/09/business/media-business-advertising-two-jeans-makers-want-capitalize-all-american-comfort.
html
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APPENDIX
Mavi Jeans Brief
http://www.lexisnexis.com.ezproxy.ithaca.edu:2048/hottopics/lnacademic/
Kantar Spread Sheet
http://www.luckybrand.com/jeans?gclid=CjwKEAjw_6XIBRCisIGIrJeQ93oSJAA2cNtM0n8kYOXOTKeZ-hm31z151pWKyGxMexkIL-
rnbVLfvkBoCQc_w_wcB
https://www.facebook.com/luckybrand/photos/pcb.10154959122823894/10154959119578894/?type=3&theater
http://www.7forallmankind.com/?utm_source=google&utm_medium=CPC&utm_term=seven%20for%20all%20mankind&utm_cam-
paign=G_7FAM_Brand_General&utm_content=Seven%20For%20All%20Mankind%20Alone_Ex&rmatt=tsid:1029153|cid:193162935|
agid:14739914175|tid:kwd-95473942|crid:182611982368|nw:g|rnd:2079775573575459422|dvc:c|adp:1t1|loc:9005779
http://www.instyle.com/news/zoe-saldana-7-all-mankind-campaign-bair-jeans
(https://c6.staticflickr.com/9/8807/28377250325_589c5f4ac1_b.jpg)
http://www.ralphlauren.com/home/index.jsp?ab=global_logo&utm_source=PaidSearch&utm_medium=Google&utm_campaign=-
Google-TM-Ralph+Lauren-Exact&utm_term=ralph+lauren&gclid=CjwKEAjw_6XIBRCisIGIrJeQ93oSJAA2cNtMmOOiCtx0aKjCUz-
RWs1QUiSWs4XjGSLc-wtR0QLF3KxoC-O7w_wcB
http://www.hollywoodreporter.com/news/ruby-rose-denim-supply-ralph-852469)
https://www.facebook.com/pages/Mavi-Jeans/187376861382508
https://twitter.com/mavi?lang=en
https://www.instagram.com/mavi/?hl=en
https://www.facebook.com/luckybrand/
https://twitter.com/luckybrand?lang=en
https://www.instagram.com/luckybrand/?hl=enhttps://www.instagram.com/luckybrand/?hl=en
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APPENDIX
Target Audience Analysis:
Kantar Spreadsheet
Media Mix
http://deadline.com/2014/02/tlc-say-yes-to-dress-seth-meyers-688612/
http://mfpapp.mediaflightplan.com/app/launch/avel9hd6o4edf88ca7jf9eq1e6
http://www.cbs.com/shows/late-late-show/
http://www.ellentv.com/
http://www.fox.com/new-girl
http://tvbythenumbers.zap2it.com/weekly-ratings/late-night-ratings-march-6-10-2017-late-late-show-rises/
http://brandongaille.com/40-captivating-food-network-demographics/
https://www.instagram.com/?hl=en
https://www.facebook.com/
https://www.pinterest.com/
Kantar Spreadsheet
https://www.brainyquote.com/quotes/authors/b/bill_gates.html
http://www.earthday.org/earthday/
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MEET THE TEAM
Emily Glickman
Emily Glickman was born in Oceanside, NY on Long Island. She attended Oceanside Senior High
School, where she was a member of the National Honor Society. Currently, Emily is a junior Integrated
Marketing Communications major at Ithaca College. Additionally, Emily is working towards her minor in
Integrative Health Studies. Emily enjoys being a Park student and
is involved in multiple organizations at Ithaca College such as College’s Against Cancer and American
Red Cross. In the future, Emily hopes to utilize her skills and interests into her job after college. She
loves meeting new people, writing, photography, and helping others. Her dream job is to work in the
public relations field at a non-profit.
Glenn Tobey
Glenn Tobey is currently in her second semester of junior year studying Integrated Marketing Commu-
nications at Ithaca College’s Roy H. Park School of Communication. Other than going to class, Glenn is
an employee at the Ithaca Visitor’s Bureau and Chamber of Commerce. Her role is a Visitors Experience
Specialist, where she uses her knowledge in strategic planning and direct marketing in order to sell a
simple product, Ithaca, NY. In her free time Glenn enjoys exploring Ithaca and all it has to offer such as
new hikes and cute coffee shops. Glenn is also a member of Colleges Against Cancer, a club on campus
where she runs the social media for the event Relay For Life. Glenn’s love for people and exploring has
her hoping to become a member of the Peace Corps after graduation.
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MEET THE TEAMShannon Gerety
Shannon is a sophomore at Ithaca College, and on her way to conquering the world of advertising.
Her major of Integrated Marketing and Communications is preparing her for graphic design, media
planning, and overall strategic communications. Although she is not yet certain what her place is at an
agency, she has experience in many areas. Shannon really enjoys research, analyzing market environ-
ment and goals, creating logos, and brand development. Her position at 10/10 media allows her to do
just this, while working with an incredible team to complete a thorough, strategic plan for all clients.
She enjoys eating plant-based, and recently started a club on campus for animal and food lovers alike.
She is also involved with AAF as the Vice President.
Trang Kim
Trang Kim is a sophomore student at Roy H. Park School of Communications, Ithaca College with a
major in Integrated Marketing Communications and a minor in Graphic Design. Her keen interest in
Advertising and Public Relations urges Trang to enrich her knowledge of strategic communications,
writing, and visual art through her on-campus job as a Resident Assistant and her other community
projects. Currently, Trang’s the Communication Manager for a summer camp that focuses on education
and social issues she deeply cares about. Through these experiences, she looks forward to expanding
her horizon in the study field and keeping on gaining experiences with prospective internships related
to Advertising, Public Relations, and Marketing. Trang lives to the fullest by drinking bubble tea and
sketching on the street when stressed out; by confiding in friends and family when she’s in doubt, and
by jumping into positions and tasks that she’s not the strongest at. Trang always challenges herself and
takes on the habits of learning from her mistakes.
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MEET THE TEAM
Cam O’Meara
Cam O’Meara is a junior Integrated Marketing Communications major at the Roy H. Park School of
Communication. On top of that, he is a Writing minor and hopes to incorporate all of these skills into a
successful career down the road. Cam likes to stay involved on campus, for he is the communications
chair of the American Advertising Federation. He has a passion for advertising, and hopes to someday
work at an advertising agency near his hometown of Boston, MA.
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