Squared online Project 3 - Think like a brand.
This project demonstrates originality in the application of programmatic media buying and practical tools to design a
marketing strategy that delivers on a brand’s objectives
2014 may green group 4 Kleur tonacity marketing proposalNichola Buckley
The document proposes a digital marketing campaign for Kleur Tonacity hair colouring products. It recommends adjusting the media spend from 70% offline and 30% online to 60% offline and 40% online. The campaign would use Pinterest, influencers, online video and other digital channels to inspire consumers and educate them on products benefits. Metrics like reach, engagement, conversions and advocacy would track campaign effectiveness. The goal is to move consumers along the purchase journey from inspiration to purchase and loyalty.
This marketing proposal summarizes Kleur Tonacity's plan to establish their new high-end home hair colouring product as a recognizable brand in the UK. They will generate awareness through traditional and digital campaigns to educate consumers that a salon-quality result is possible at home. Their strategy focuses on driving customers from awareness campaigns to their website and stores to experience the product. They identify their target audience as affluent professional women and will measure the success of their campaigns through sales and brand metrics.
The document proposes a marketing strategy to drive awareness, conversion, and loyalty for Kleur Tonacity hair dye in the UK market. It recommends a media mix of 50% TV, 20% digital, and 30% print magazines. Key touchpoints include TV, online videos and blogs, social media, and print magazines. The strategy aims to increase reach by 6 percentage points while boosting impact. Success will be measured by metrics like website traffic, social media engagement, sales growth, and customer surveys.
The Squarelle Tonacity Digital Marketing Plan displays the integration of Squared Online course learnings around multi-channel strategies in the digital world. Squarelle Tonacity is premium brand Hair Colouring product.
To develop a marketing strategy for the launch of a new female beauty product - Kleur Tonacity – which drives awareness, evaluation, sales, and builds loyalty and advocacy.
GROUP 14 FINAL PROJECT KLEUR TONACITY MERGED PDFSalman Sheikh
The document proposes an integrated marketing campaign for Tonacity hair colouring products. It focuses on shifting media budgets to 60% online and 40% offline. The campaign's objectives are to increase awareness, drive sales, build loyalty and advocacy. It will follow two customer personas, Sally and Hannah, through their journey of discovering, purchasing and recommending Tonacity. Metrics are proposed to evaluate the campaign's success in engaging customers and encouraging repurchases over multiple online and offline touchpoints. The campaign's theme is "#myHair #myColour #myTime", highlighting the salon experience Tonacity brings to customers' homes.
The document provides a marketing communications plan for the launch of a new hair colour product called Squarelle Tonacity (ST) in the UK. It outlines strategic objectives to create brand awareness and drive trial, sales, and advocacy through an integrated digital and traditional marketing campaign. The digital portion of the £400k budget will target consumers through display banners, social media, search ads, and blogger outreach to generate consideration and conversion prior to the product's summer 2014 launch. Customer personas are identified and messaging will focus on ST's attributes of salon quality at half the price. Performance will be tracked to benchmark against other media channels.
2014 may green group 4 Kleur tonacity marketing proposalNichola Buckley
The document proposes a digital marketing campaign for Kleur Tonacity hair colouring products. It recommends adjusting the media spend from 70% offline and 30% online to 60% offline and 40% online. The campaign would use Pinterest, influencers, online video and other digital channels to inspire consumers and educate them on products benefits. Metrics like reach, engagement, conversions and advocacy would track campaign effectiveness. The goal is to move consumers along the purchase journey from inspiration to purchase and loyalty.
This marketing proposal summarizes Kleur Tonacity's plan to establish their new high-end home hair colouring product as a recognizable brand in the UK. They will generate awareness through traditional and digital campaigns to educate consumers that a salon-quality result is possible at home. Their strategy focuses on driving customers from awareness campaigns to their website and stores to experience the product. They identify their target audience as affluent professional women and will measure the success of their campaigns through sales and brand metrics.
The document proposes a marketing strategy to drive awareness, conversion, and loyalty for Kleur Tonacity hair dye in the UK market. It recommends a media mix of 50% TV, 20% digital, and 30% print magazines. Key touchpoints include TV, online videos and blogs, social media, and print magazines. The strategy aims to increase reach by 6 percentage points while boosting impact. Success will be measured by metrics like website traffic, social media engagement, sales growth, and customer surveys.
The Squarelle Tonacity Digital Marketing Plan displays the integration of Squared Online course learnings around multi-channel strategies in the digital world. Squarelle Tonacity is premium brand Hair Colouring product.
To develop a marketing strategy for the launch of a new female beauty product - Kleur Tonacity – which drives awareness, evaluation, sales, and builds loyalty and advocacy.
GROUP 14 FINAL PROJECT KLEUR TONACITY MERGED PDFSalman Sheikh
The document proposes an integrated marketing campaign for Tonacity hair colouring products. It focuses on shifting media budgets to 60% online and 40% offline. The campaign's objectives are to increase awareness, drive sales, build loyalty and advocacy. It will follow two customer personas, Sally and Hannah, through their journey of discovering, purchasing and recommending Tonacity. Metrics are proposed to evaluate the campaign's success in engaging customers and encouraging repurchases over multiple online and offline touchpoints. The campaign's theme is "#myHair #myColour #myTime", highlighting the salon experience Tonacity brings to customers' homes.
The document provides a marketing communications plan for the launch of a new hair colour product called Squarelle Tonacity (ST) in the UK. It outlines strategic objectives to create brand awareness and drive trial, sales, and advocacy through an integrated digital and traditional marketing campaign. The digital portion of the £400k budget will target consumers through display banners, social media, search ads, and blogger outreach to generate consideration and conversion prior to the product's summer 2014 launch. Customer personas are identified and messaging will focus on ST's attributes of salon quality at half the price. Performance will be tracked to benchmark against other media channels.
This document provides a digital marketing proposal for a hair dye product called Kleur Tonacity. It outlines various traditional and digital marketing activities including augmented reality mirrors in tube stations, photo booths in stores, press features, brand ambassador events, a website and mobile app, social media presence, and paid search/display advertising. The proposal explains how the traditional and digital activities will complement each other to drive awareness, consideration, decision and purchase. Key performance indicators are identified to measure goals around generating brand awareness, driving sales, and building loyalty through acquisition, behavior and outcome metrics.
DepilatoCosmetics raising equity bp englishjmwslides
DepilatoCosmetics Raising Equity April 1st 2016 -Thanks to our Advanced Hair Removal Technology which targets the follicles, DepilatoCosmetics transforms hair removal, waxing and shaving into a moment of well-being.
The document summarizes a case study of an Indian fashion brand called Fastrack that celebrated reaching 1 million fans on Facebook by holding an exclusive one-day 50% off sale at their retail stores. The objectives were to thank loyal fans for the milestone and promote their newly launched exclusive retail stores. Only Facebook was used to promote the sale. Over 5000 people visited a microsite promoting the sale. Total sales value was Rs. 2.75 crores. Stores had to operate with half shutters down to control large crowds. Customer feedback on Facebook was very positive.
This document outlines a marketing plan for Squarelle Tonacity, a new hair dye brand. It aims to target busy, affluent women ages 27-48 by providing a quick and easy hair coloring solution. The plan details a campaign centered around the slogan "Confidence in Change" and ambassador Karren Brady. Key elements include a website with inspiration galleries, in-store testing, influencer marketing, and a paid digital and TV advertising campaign to drive women to change their hair color that summer and feel confident.
The document discusses launching a platform called StyleX that recommends the "missing piece" item needed to complete an outfit based on a user's existing wardrobe and other factors. It would provide personalized outfit inspiration using image recognition technology, fashion blogger expertise, and machine learning from user data. This would help users shop their closets more efficiently and save money. Key aspects of the proposed business model include partnering with retailers and bloggers, using social media marketing, and generating revenue from brokerage fees on sales completed through the platform.
This document provides recommendations for Sephora's digital marketing strategy. It suggests that Sephora continue developing its social media presence strategically by tracking customers across platforms like Facebook, Myspace, Twitter, and Pinterest to measure the success of promotional deals. It also recommends sponsoring user-generated content to market the "Sephora Woman" and appeal to customers by showing real people using products in an everyday setting rather than traditional commercials. The overall goal is for Sephora to align its digital messaging with how customers communicate online and portray the Sephora lifestyle.
basic business scenario for fashion brand by CEU 2015.Cozy Mizoguchi
This document outlines a business strategy proposal for a fashion brand to smoothly enter and grow in the Japanese market. It discusses conducting online content marketing and targeting advertising to establish a unique brand status and pursue practical marketing. The proposal recommends building an active fan community and useful owned media. It also suggests forming valuable collaborations, targeting specific customer clusters, and implementing an omni-channel sales strategy using both online and offline channels. The goal is to effectively reach the target market and drive traffic and sales.
Sephora is a global beauty retailer with over 1000 stores across 23 countries. It carries over 288 brands and 20,000 products. Sephora's digital presence includes its website, which accounts for 30% of the US online beauty market, as well as social media platforms like Facebook with over 900,000 fans and Twitter with 100,000 followers. Sephora also operates a customer loyalty program called Beauty Insider that has over 15 million members signed up. The document discusses Sephora's strengths and weaknesses, as well as opportunities to improve its digital marketing strategy through initiatives like optimizing its mobile apps and increasing engagement on social media.
Sephora aims to be the most versatile beauty brand for women ages 16-60+ through edgy makeup and skincare products. To connect with customers, Sephora will use their iPhone app, social media platforms, and team up with fashion magazines. Their goal is to make other brands like MAC and Ulta obsolete by offering a more extensive selection. Sephora will measure success through Google AdWords clicks and allocate over $3.6 million to their digital marketing budget including pay-per-click ads, a digital agency fee, mobile optimization, and magazine ads.
Digital Marketing Campaign Proposal for Massimo Dutti, New YorkAnyarat Priyawat
- Zara is a clothing retailer established in 1985 in Spain and owned by Inditex Group. It has over 521 stores across 47 countries.
- While known for its European style, Zara seeks to expand its presence in the US by opening two new stores in New York City and Washington DC.
- To increase its brand awareness and store traffic, Zara should utilize a paid digital marketing strategy that includes social media partnerships, influencer events, and targeted local promotions to attract new customers.
The document summarizes research conducted and website redesign proposed for Sephora to allow for in-store pickup of online orders. Interviews found that while customers prefer online shopping, they want same-day fulfillment, which a pickup option could provide. A user persona of 27-year-old student Tanya was created, who checks online for in-store availability to get items immediately. Proposed redesigns to the product page, cart, and checkout flow included an in-store pickup option to streamline the shopping experience. User testing supported simplifying the checkout process and showing product availability locations.
The Beauty Company is an award-winning strategy firm that helps clients build beauty products and brands that appeal to women. Led by founder Alisa Marie Beyer, The Beauty Company uses proven methodologies to develop new brands, fix existing brands, and manage projects from concept to market. The Beauty Company serves clients across various beauty categories and provides services such as product development, brand strategy, identity design, and consumer testing. Notable past clients include Nestle Glowelle, Estee Lauder, Mary Kay, L'Oreal, and Fresh.
This document provides a digital marketing strategy and media plan for AAT Holidays over a 6 month period. It begins with an understanding of the brand and outlines challenges specific to AAT such as less brand awareness, competition, and tight marketing budgets. The solution is to go digital with platforms like Facebook, YouTube, Instagram and Pinterest. An initial awareness campaign is proposed called "Millions of thrilling moments" to establish the brand. A diagnosis of the current technical, SEO and social media performance identifies areas for improvement. A media plan is then outlined including Google PPC, email, social media posts and videos. The monthly costs are estimated to be AED 6,100 with agency fees of AED 5,000
The document provides an overview of a research project conducted for Sephora. It includes an agenda, background on Sephora and the beauty industry, a SWOT analysis of Sephora, research objectives and methods, and key findings. Research methods included in-store observation of customer-employee interactions, brief employee inquiries, and an online survey. Findings showed that most interactions were initiated by employees and led to purchases. The survey found that while Sephora had higher quality products, most consumers preferred competitors for location and customer service. Recommendations included increasing promotions of Sephora brands, blind product testing, adding greeters, and exploring new locations like airports.
Integrated Marketing Communications/ IMC Plan for studentsManju Princy
Easy guide to MBA students
Integrated Marketing Communications.
The IMC Plan/Process.
To know the IMC process carried out to achieve the marketing objectives.
To help students to craft the IMC plan for any business.
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
Beauty Industry Proposal PPT | Business Consultant Rekha Kumari Digital Marke...Rekha Kumari
Beauty Industry Proposal (gorgeouscosmos.com) PPT | Business Consultant Rekha Kumari Digital Marketing Professional.
How we can make a strategy to grow the business at the Beauty Industry.
Social Beat - India's fastest growing independent digital marketing agencySocial Beat
Founded in 2012, Social Beat is India's fastest growing independent digital marketing solutions company, enabling businesses to build their brands and achieve business results via the digital medium. They manage 2% of digital media investments that happen in India.
Social Beat is a Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai, Mumbai and Delhi. Our expertise with video content, as well as platforms such as Influencer and 22 Languages makes us the ideal digital marketing solutions partner for brands and businesses as they seek to engage with audiences in both urban and rural markets The 170-plus member team of digital experts offers integrated digital marketing solutions including brand strategy, social media marketing, digital media planning, content marketing, video production, Search Engine Optimisation, influencer marketing, UX, technology services and impactful language content.
With focus verticals of retail, fmcg, consumer apps, real estate, BFSI, ecommerce and healthcare, Social Beat has 50+ marquee clients including Malabar Gold, Himalaya Pharma, Jaquar, Khata Book, Kangaroo Kids, Khadims, mFine, Swiggy, Klay Schools, Shop101, Chumbak, Assetz Property, Sundaram Mutual, Wonderchef, Forum Mall, Rummy Culture, Casagrand, Bewakoof.com, Neuberg Diagnostics, Tata Mutual and Boat Headphones amongst others.
For two years in a row, in 2017 & 2018, Social Beat was recognised by Google for innovation in Display & Mobile Marketing. It won Agency of Year by Maverick awards 2018 and won Silver at Agency of the Year 2019 for Performance Marketing & Influencer Marketing at AgencyCon by Social Samosa. It has bagged numerous awards from Advertising Club of Madras, Advertising Club of Bangalore, Paul Writer and others.
Website: https://www.socialbeat.in/
IDM_Content management_Case study_20150522Uyên Lê Nguyễn
Vietnam Airlines organizes activities throughout the year for its Golden Lotus Plus (GLP) program members. A platform was built for GLP members to receive frequent updates and manage miles. The campaign includes an annual appreciation event and PR articles. The campaign has been successful, continuing for consecutive years.
Golden Lotus Plus members can now manage their accounts through a mobile app and receive email marketing. Vietnam Airlines aims to engage loyal customers who fly frequently through this ongoing program of events and digital communications.
This document provides an overview of digital marketing and content marketing strategies. It discusses the shift from traditional to digital marketing, key digital marketing tactics like SEO, social media marketing, and email marketing. It also covers buyer personas, measuring customer lifetime value, copywriting strategies, and content marketing tactics. The goal of digital and content marketing is to educate potential customers and drive brand awareness, traffic, leads, and revenue through online content and campaigns.
L'oreal global marketing and positioningArihant_30
The document discusses a cosmetics company that began with a hair dye formula and has become highly successful through targeted marketing and a well-directed global strategy. It has expertise in five areas of cosmetics and continues to explore new markets and products, though it faces threats from substitute brands and changing customer demands. The company's strengths include its high brand value, market share, and trustworthiness, though risks include delayed innovation and customers switching to other products. The presentation recommends the company focus on research and development while maintaining its celebrity-focused marketing strategy as it has become fantastically positioned globally.
1. The document discusses market logistics, which includes planning infrastructure to meet demand and implementing physical flows of materials from origin to use points to meet customer requirements at a profit.
2. It describes key aspects of market logistics like physical distribution, supply chain management, and integrated logistics systems. Market logistics planning involves deciding on value propositions, channel design, operational excellence, and information systems.
3. The objectives of logistics management are listed as inventory reduction, reliable delivery, freight economy, minimum damage, and quick response. Integrated logistics systems use information technology to manage material management and physical distribution across the supply chain.
This document provides a digital marketing proposal for a hair dye product called Kleur Tonacity. It outlines various traditional and digital marketing activities including augmented reality mirrors in tube stations, photo booths in stores, press features, brand ambassador events, a website and mobile app, social media presence, and paid search/display advertising. The proposal explains how the traditional and digital activities will complement each other to drive awareness, consideration, decision and purchase. Key performance indicators are identified to measure goals around generating brand awareness, driving sales, and building loyalty through acquisition, behavior and outcome metrics.
DepilatoCosmetics raising equity bp englishjmwslides
DepilatoCosmetics Raising Equity April 1st 2016 -Thanks to our Advanced Hair Removal Technology which targets the follicles, DepilatoCosmetics transforms hair removal, waxing and shaving into a moment of well-being.
The document summarizes a case study of an Indian fashion brand called Fastrack that celebrated reaching 1 million fans on Facebook by holding an exclusive one-day 50% off sale at their retail stores. The objectives were to thank loyal fans for the milestone and promote their newly launched exclusive retail stores. Only Facebook was used to promote the sale. Over 5000 people visited a microsite promoting the sale. Total sales value was Rs. 2.75 crores. Stores had to operate with half shutters down to control large crowds. Customer feedback on Facebook was very positive.
This document outlines a marketing plan for Squarelle Tonacity, a new hair dye brand. It aims to target busy, affluent women ages 27-48 by providing a quick and easy hair coloring solution. The plan details a campaign centered around the slogan "Confidence in Change" and ambassador Karren Brady. Key elements include a website with inspiration galleries, in-store testing, influencer marketing, and a paid digital and TV advertising campaign to drive women to change their hair color that summer and feel confident.
The document discusses launching a platform called StyleX that recommends the "missing piece" item needed to complete an outfit based on a user's existing wardrobe and other factors. It would provide personalized outfit inspiration using image recognition technology, fashion blogger expertise, and machine learning from user data. This would help users shop their closets more efficiently and save money. Key aspects of the proposed business model include partnering with retailers and bloggers, using social media marketing, and generating revenue from brokerage fees on sales completed through the platform.
This document provides recommendations for Sephora's digital marketing strategy. It suggests that Sephora continue developing its social media presence strategically by tracking customers across platforms like Facebook, Myspace, Twitter, and Pinterest to measure the success of promotional deals. It also recommends sponsoring user-generated content to market the "Sephora Woman" and appeal to customers by showing real people using products in an everyday setting rather than traditional commercials. The overall goal is for Sephora to align its digital messaging with how customers communicate online and portray the Sephora lifestyle.
basic business scenario for fashion brand by CEU 2015.Cozy Mizoguchi
This document outlines a business strategy proposal for a fashion brand to smoothly enter and grow in the Japanese market. It discusses conducting online content marketing and targeting advertising to establish a unique brand status and pursue practical marketing. The proposal recommends building an active fan community and useful owned media. It also suggests forming valuable collaborations, targeting specific customer clusters, and implementing an omni-channel sales strategy using both online and offline channels. The goal is to effectively reach the target market and drive traffic and sales.
Sephora is a global beauty retailer with over 1000 stores across 23 countries. It carries over 288 brands and 20,000 products. Sephora's digital presence includes its website, which accounts for 30% of the US online beauty market, as well as social media platforms like Facebook with over 900,000 fans and Twitter with 100,000 followers. Sephora also operates a customer loyalty program called Beauty Insider that has over 15 million members signed up. The document discusses Sephora's strengths and weaknesses, as well as opportunities to improve its digital marketing strategy through initiatives like optimizing its mobile apps and increasing engagement on social media.
Sephora aims to be the most versatile beauty brand for women ages 16-60+ through edgy makeup and skincare products. To connect with customers, Sephora will use their iPhone app, social media platforms, and team up with fashion magazines. Their goal is to make other brands like MAC and Ulta obsolete by offering a more extensive selection. Sephora will measure success through Google AdWords clicks and allocate over $3.6 million to their digital marketing budget including pay-per-click ads, a digital agency fee, mobile optimization, and magazine ads.
Digital Marketing Campaign Proposal for Massimo Dutti, New YorkAnyarat Priyawat
- Zara is a clothing retailer established in 1985 in Spain and owned by Inditex Group. It has over 521 stores across 47 countries.
- While known for its European style, Zara seeks to expand its presence in the US by opening two new stores in New York City and Washington DC.
- To increase its brand awareness and store traffic, Zara should utilize a paid digital marketing strategy that includes social media partnerships, influencer events, and targeted local promotions to attract new customers.
The document summarizes research conducted and website redesign proposed for Sephora to allow for in-store pickup of online orders. Interviews found that while customers prefer online shopping, they want same-day fulfillment, which a pickup option could provide. A user persona of 27-year-old student Tanya was created, who checks online for in-store availability to get items immediately. Proposed redesigns to the product page, cart, and checkout flow included an in-store pickup option to streamline the shopping experience. User testing supported simplifying the checkout process and showing product availability locations.
The Beauty Company is an award-winning strategy firm that helps clients build beauty products and brands that appeal to women. Led by founder Alisa Marie Beyer, The Beauty Company uses proven methodologies to develop new brands, fix existing brands, and manage projects from concept to market. The Beauty Company serves clients across various beauty categories and provides services such as product development, brand strategy, identity design, and consumer testing. Notable past clients include Nestle Glowelle, Estee Lauder, Mary Kay, L'Oreal, and Fresh.
This document provides a digital marketing strategy and media plan for AAT Holidays over a 6 month period. It begins with an understanding of the brand and outlines challenges specific to AAT such as less brand awareness, competition, and tight marketing budgets. The solution is to go digital with platforms like Facebook, YouTube, Instagram and Pinterest. An initial awareness campaign is proposed called "Millions of thrilling moments" to establish the brand. A diagnosis of the current technical, SEO and social media performance identifies areas for improvement. A media plan is then outlined including Google PPC, email, social media posts and videos. The monthly costs are estimated to be AED 6,100 with agency fees of AED 5,000
The document provides an overview of a research project conducted for Sephora. It includes an agenda, background on Sephora and the beauty industry, a SWOT analysis of Sephora, research objectives and methods, and key findings. Research methods included in-store observation of customer-employee interactions, brief employee inquiries, and an online survey. Findings showed that most interactions were initiated by employees and led to purchases. The survey found that while Sephora had higher quality products, most consumers preferred competitors for location and customer service. Recommendations included increasing promotions of Sephora brands, blind product testing, adding greeters, and exploring new locations like airports.
Integrated Marketing Communications/ IMC Plan for studentsManju Princy
Easy guide to MBA students
Integrated Marketing Communications.
The IMC Plan/Process.
To know the IMC process carried out to achieve the marketing objectives.
To help students to craft the IMC plan for any business.
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
Beauty Industry Proposal PPT | Business Consultant Rekha Kumari Digital Marke...Rekha Kumari
Beauty Industry Proposal (gorgeouscosmos.com) PPT | Business Consultant Rekha Kumari Digital Marketing Professional.
How we can make a strategy to grow the business at the Beauty Industry.
Social Beat - India's fastest growing independent digital marketing agencySocial Beat
Founded in 2012, Social Beat is India's fastest growing independent digital marketing solutions company, enabling businesses to build their brands and achieve business results via the digital medium. They manage 2% of digital media investments that happen in India.
Social Beat is a Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai, Mumbai and Delhi. Our expertise with video content, as well as platforms such as Influencer and 22 Languages makes us the ideal digital marketing solutions partner for brands and businesses as they seek to engage with audiences in both urban and rural markets The 170-plus member team of digital experts offers integrated digital marketing solutions including brand strategy, social media marketing, digital media planning, content marketing, video production, Search Engine Optimisation, influencer marketing, UX, technology services and impactful language content.
With focus verticals of retail, fmcg, consumer apps, real estate, BFSI, ecommerce and healthcare, Social Beat has 50+ marquee clients including Malabar Gold, Himalaya Pharma, Jaquar, Khata Book, Kangaroo Kids, Khadims, mFine, Swiggy, Klay Schools, Shop101, Chumbak, Assetz Property, Sundaram Mutual, Wonderchef, Forum Mall, Rummy Culture, Casagrand, Bewakoof.com, Neuberg Diagnostics, Tata Mutual and Boat Headphones amongst others.
For two years in a row, in 2017 & 2018, Social Beat was recognised by Google for innovation in Display & Mobile Marketing. It won Agency of Year by Maverick awards 2018 and won Silver at Agency of the Year 2019 for Performance Marketing & Influencer Marketing at AgencyCon by Social Samosa. It has bagged numerous awards from Advertising Club of Madras, Advertising Club of Bangalore, Paul Writer and others.
Website: https://www.socialbeat.in/
IDM_Content management_Case study_20150522Uyên Lê Nguyễn
Vietnam Airlines organizes activities throughout the year for its Golden Lotus Plus (GLP) program members. A platform was built for GLP members to receive frequent updates and manage miles. The campaign includes an annual appreciation event and PR articles. The campaign has been successful, continuing for consecutive years.
Golden Lotus Plus members can now manage their accounts through a mobile app and receive email marketing. Vietnam Airlines aims to engage loyal customers who fly frequently through this ongoing program of events and digital communications.
This document provides an overview of digital marketing and content marketing strategies. It discusses the shift from traditional to digital marketing, key digital marketing tactics like SEO, social media marketing, and email marketing. It also covers buyer personas, measuring customer lifetime value, copywriting strategies, and content marketing tactics. The goal of digital and content marketing is to educate potential customers and drive brand awareness, traffic, leads, and revenue through online content and campaigns.
L'oreal global marketing and positioningArihant_30
The document discusses a cosmetics company that began with a hair dye formula and has become highly successful through targeted marketing and a well-directed global strategy. It has expertise in five areas of cosmetics and continues to explore new markets and products, though it faces threats from substitute brands and changing customer demands. The company's strengths include its high brand value, market share, and trustworthiness, though risks include delayed innovation and customers switching to other products. The presentation recommends the company focus on research and development while maintaining its celebrity-focused marketing strategy as it has become fantastically positioned globally.
1. The document discusses market logistics, which includes planning infrastructure to meet demand and implementing physical flows of materials from origin to use points to meet customer requirements at a profit.
2. It describes key aspects of market logistics like physical distribution, supply chain management, and integrated logistics systems. Market logistics planning involves deciding on value propositions, channel design, operational excellence, and information systems.
3. The objectives of logistics management are listed as inventory reduction, reliable delivery, freight economy, minimum damage, and quick response. Integrated logistics systems use information technology to manage material management and physical distribution across the supply chain.
Sam Sebastian, Director, Local & B2B Markets, Google Inc. Audiences initiate connections with a brand long before they make a purchase decision. These connections, which include search queries, reviews,
site visits, video views and many more interactions with content, influence whether users eventually select a brand or a competitor’s brand. Google’s Sam Sebastian will discuss research and examples about what Google calls the Zero Moment of Truth and share fresh strategies of how Brands are winning and optimizing the Zero Moment of Truth.
This document provides information about hair, including its anatomy, growth, and types. It discusses that hair is composed of keratin and grows from follicles in the skin. The three principal parts of hair are the cuticle, cortex, and medulla. The document explores myths and facts regarding hair growth and different types of hair such as vellus and terminal hair. Various characteristics of hair are described that can provide information about an individual or animal the hair came from.
Hair dye works by changing the color of hair through the use of chemical dyes. There are several types of hair dyes including temporary, semi-permanent, demi-permanent, and permanent dyes. Temporary dyes wash out easily while permanent dyes result in longer lasting color changes by penetrating into the hair shaft. The document discusses the structure of hair, how different types of dyes work to change hair color, and provides examples of formulations for various hair dye types.
Hair dye can change the color of hair through temporary, semi-permanent, demi-permanent, or permanent methods. Temporary dyes coat the hair shaft but wash out easily. Semi-permanent dyes penetrate slightly and last a few washes. Demi-permanent dyes use low-level peroxide to deposit dye inside the hair without lifting color. Permanent dyes use higher peroxide levels to both lift and deposit dye, permanently changing hair color and structure. Common ingredients like paraphenylenediamine (PPD) can cause allergic reactions or toxicity if misused or ingested.
The document discusses hair dye usage in India and a proposed new hair dye brand called Nonia. It summarizes that almost 40% of Indians dye their hair, with the main players being Godrej, L'Oreal, and Color Mate. It then outlines a marketing plan for a new ammonia-free hair dye called Nonia by Symbi Pvt. Ltd. The plan includes targeting consumers aged 30+ in metro cities, a grand product launch campaign, and distribution through retailers and tie-ups with supermarkets. Nonia will be promoted through TV, print, outdoor advertisements and magazines in its first month with a budget of over Rs. 2 crore.
This document discusses logistics management strategies and their formulation and implementation. It covers linking a firm's strategy to its logistics strategy, setting logistics goals and making decisions, analyzing logistics networks, formulating logistics strategies including different channel strategies, and implementing and measuring performance of logistics strategies. Key aspects covered include aligning business and logistics strategies, common logistics challenges, and key performance indicators for evaluating service and inventory management.
My books- Learning to Go https://gumroad.com/l/learn2go & The 30 Goals Challenge for Teachers http://amazon.com/The-Goals-Challenge-Teachers-Transform/dp/0415735343
Resources at http://shellyterrell.com/games
This marketing proposal summarizes a strategy for Kleur Tonacity, a hair coloring product. The strategy involves:
1) Developing a multi-channel digital strategy including social media, video, search ads, and a customer loyalty program to build awareness, educate customers, and drive sales.
2) Targeting three key customer profiles - a busy professional woman, a career-focused young professional, and a teenage student - and meeting them across online and offline touchpoints.
3) Implementing both online and offline advertising, including social media ads, TV/magazine ads, banners, and promotions, to inspire customers and drive them to the company's website.
4) Tracking key performance indicators like
The document discusses marketing basics including why customers purchase products and the four P's of marketing - product, price, place, and promotion. It provides details on each of the four P's, such as determining product benefits, competitive pricing strategies, distribution channels, and elements of the promotional mix like advertising, sales promotions, and personal selling. The document also covers developing marketing plans, current marketing trends, and using social media platforms like Facebook and LinkedIn for business purposes.
Marketing involves communicating the value of a product or service to customers for the purpose of promoting and selling that product or service. Key marketing processes include identifying opportunities, developing new products, attracting and retaining customers through building long-term relationships. Traditional marketing uses strategies like advertising and printed materials while online marketing uses digital strategies like social media, emails and websites. Effective marketing determines a product's unique selling proposition and uses techniques like content creation, partnerships, and social media to promote benefits and separate from competition.
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ChatGPT
Competitive Analysis: Noise Smartwatch
Overview
Noise is an Indian electronics brand that primarily manufactures smartwatches, wireless earphones, and other electronic accessories. Noise smartwatches have gained significant popularity due to their affordable pricing, feature-rich offerings, and stylish designs. The competitive landscape for Noise smartwatches includes both local and international brands that cater to various market segments. This analysis will focus on key competitors, market positioning, product features, pricing strategies, and consumer preferences.
Key Competitors
Amazfit (Huami):
Strengths: Known for excellent battery life, robust fitness tracking, and premium build quality.
Weaknesses: Slightly higher price points compared to Noise.
Products: Amazfit Bip U, Amazfit GTS series.
Realme:
Strengths: Strong brand presence, integration with Realme smartphones, and aggressive pricing.
Weaknesses: Limited variety in smartwatch models.
Products: Realme Watch, Realme Watch S.
Boat:
Strengths: Competitive pricing, appealing designs, and extensive marketing.
Weaknesses: Relatively new to the smartwatch market, which may affect consumer trust.
Products: Boat Storm, Boat Flash.
Samsung:
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Weaknesses: Higher price points make it less accessible to budget-conscious consumers.
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Xiaomi:
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Weaknesses: Less focus on premium design compared to some competitors.
Products: Mi Band series, Mi Watch.
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Product Features Comparison
Noise Smartwatches:
Key Features: Heart rate monitoring, SpO2 tracking, multiple sports modes, customizable watch faces, notifications, and music control.
Battery Life: Typically lasts 7-10 days on a single charge.
Build Quality: Focus on lightweight and comfortable designs with water-resistant capabilities.
Amazfit Smartwatches:
Key Features: Advanced fitness tracking, GPS, AMOLED displays, and long battery life (up to 20 days).
Battery Life: 10-20 days depending on the model.
Build Quality: Premium materials and durable designs.
Realme Smartwatches:
Key Features: Basic fitness tracking, SpO2 monitoring, and notifications.
Battery Life: Up to 9 days.
Build Quality: Sleek designs but slightly limited in variety.
Boat Smartwatches:
Key Features: Heart rate monitoring, multiple sports modes, and customizable watch faces.
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A brief analysis of SHEIN's digital transformation.
SHEIN’s business model:
1. D2C cross-border ecommerce: SHEIN integrate the manufactures from Guanzhou to make clothes and deliver direct to customers.
2. Digital marketing: Data driven online marketing for user acquisition.
3. Digital transforming vendor chain: the most core of the revolution to shorten the innovation and lead time.
4. Outstanding user experience: International delivery in high efficiency
Leverage four parts of the user satisfaction process and integrate related resource and information flow, which making SHEIN an international leading D2C ecommerce company.
• Keeping utilizing data in all process is another core capability. From the page click, sales metrics, fabric sourcing to manufacturing time, all data is integrated for decision making, leading an upward customer preference and much efficient business decision making process.
What Software is Used in Marketing in 2024.Ishaaq6
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The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
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This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
2. Brand
Summary
Make beauty work in your time.
The
first
home
hair
colouring
range
to
give
a
truly
mul?-‐tonal
result,
so
there’s
no
need
for
a
trip
to
the
salon.
3. The
customer
profiles
Neela
Joanna
Ben
Profile:
37
years,
single,
no
children,
high
flyer,
career-‐
minded,
frequent
traveller
Behaviours/
Choices:
feel
empowered,
professional
credibility,
confident
online
shopper,
heavy
mobile
usage
Media
Consump<on:
online,
mobile,
YouTube,
upmarket
women’s
magazines
Profile:
28
years,
married,
planning
a
family,
SME
owner,
key
decision
maker,
new
home
buyer
Behaviours/
Choices:
socialising,
sharing
content,
Pinterest
fan,
watching
TV,
browses
online
but
prefers
to
shop
in
store
Media
Consump<on:
online,
Facebook,
Pinterest,
TV
Profile:
23
years,
single,
recent
graduate,
new
stockbroker,
works
hard,
plays
hard
Behaviours/
Choices:
image
conscious,
selfie
addict,
mobile
always
on,
social
media
fan,
online
shopper
Media
Consump<on:
online,
mobile,
Instagram,
Snapchat,
TwiOer
4. Brand
posi<oning
Price: $100
TIme: 2.5hrs
Price: $24.99
TIme: 45min
At home
Price: $10
TIme: 1hr
At home
1 colour
Kleur Tonacity is positioned as the product for
quality home hair care which saves time
5.
SMOT
-‐ Repeat
Purchase
-‐ MulQ
product
purchase
The
Strategy
STIMULUS
-‐ Digital
interacQve
OOH
-‐ In
store
samples
-‐ programmaQc
TV
ads
with
user
generated
content
Zero
Moment
of
Truth
-‐ Persona
targeted
Digital
ads
-‐ Generic
&
category
search
terms
-‐ social
media
educaQonal
content.
-‐ In
store
consultaQons
First
Moment
of
Truth
-‐
EducaQonal
content
-‐ In
app
offers
-‐ RedempQon
offers
on
email
-‐ Upsell
promoQons
Ul<mate
Moment
of
Truth
-‐ Brand
subscripQon
and
loyalty
scheme
-‐ Earned
Content/
Experience
shares,
-‐ Discussions
on
blogs
and
forums.
6. The
campaign
#daretotone
Capture people's
real experiences
and transfer to
video for
Programmatic TV/
online buy
Download the app
Get your tone
Sign up for free sample
Real trial in store
How to guide
8. The
Research
Tonacity App
Key research triggers through
generic hair care terms
Actions drive traffic to website to
capture data for remarketing
ZMOT
9. OWNED
The
Product
Experience
Measures
of
success:
-‐ InteracQve
app
users
-‐ Video
views
-‐ DemonstraQon
/
consultaQon
volumes
-‐ Take
up
of
free
trial
/
Offer
-‐ 1st
Purchase
volumes
EARNEDPAID
In store trials &
demonstrations
Celebrity
recommendations
FMOT
10. KLEUR TONACITY
Make beauty work in your time
Thank
you
for
buying
your
first
Kleur
Tonacity
product.
We
hope
you
are
happy
with
your
purchase.
Don't
forget
to
download
our
App
to
help
you
decide
what
tones
to
choose
next.
With
a
wide
range
of
high
performance
hair
colouring
products,
there's
something
for
everyone.
Check
out
our
YouTube
videos,
packed
full
of
advice
on
how
to
use
your
new
hair
colouring
product
and
much
more
View
our
full
range
of
products.
What
tones
will
you
choose
next?
Browse
our
range
of
stylish
hair
accessories
to
help
you
achieve
that
salon-‐perfect
look
Join
our
loyalty
programme
and
refer
a
friend
to
receive
discounts
off
your
next
purchase
Have
quesQons
about
your
hair?
Our
experts
offer
advice
to
help
you
maintain
healthy
looking
hair
Repeat
Purchase
SMOT
11. Loyalty
Measures of success
➔ Avg. daily impressions, views, pins, visitor traffic
➔ No of views, subscribers, fan growth, brand page recognition.
➔ Repins, monthly engagements, likes, shares, comment, traffic site growth, channel engagement.
➔ Measuring brand advocacy and loyalty; looking at referrals, tracking emails, subscription rates and
promotion tracking.
➔ Experience shared through owned media
Brand Advocates + YouTube Reviewers (Vloggers)
UMOT
Brand Advocates + Incentivized web
reviews
Subscription & loyalty scheme –
incentivized with $ and product
Customer & Business value
determined by Revenue ROI and
propensity to repeat purchase
Growth in engagement with the
brand
12. Conclusions
“Magical thing happens in digital when you have the right time, the right place, and the right content.’’
Kleur Tonacity succeeds in getting more and more people using the multi-tonal hair colouring solution by:
➔ Connecting with the customer through offline and online media advertising using inspiring and eye-catching visuals targeting
personas through programmatic buying.
➔ Progressing brand awareness through search by using branded and industry keywords, creating relevant owned and paid online
content;
➔ Engaging through, Mobile app and YouTube videos driving action to sign up and purchase.
➔ Building brand engagement by emailing hair styling tips, “Before and After” stories, “How to” YouTube videos, Celebrities’ DIY,
Vlogger finds and Reviews – Building digital rapport;
➔ Rewarding for loyalty and advocacy, utilizing earned positive content.
13. 1
Kleur Tonacity Pitch Notes to accompany slides Group 10
Slide 1 - Tonacity
The brief was to create a highly creative, overall marketing strategy for Kleur Tonacity that
took into account all the key considerations.Throughout this presentation we will identify ways
to combine offline and online channels in order to reach consumers with consistent
messaging at every stage of their brand consumption and product experience to ultimately
drive loyal brand advocates and revenue growth. Research developed through search activity
and marketing data collected will influence messaging throughout the campaign period. The
campaign will be constantly optimised in order to ensure the maximum ROI from media
spend.
We believe that the proposed integrated strategy will firmly position the brand within the
marketplace as a premium product, accessible to all. To achieve a much desired celebrity
hair look, that the target audience are would die for, all from the comfort from their home.
Slide 2 - Brand Summary
The launch campaign for Kleur Tonacity aims to create strong brand/product awareness
through a multi-channel media approach. The objective of the campaign is to establish who
the core customer is, how and where they consume information and brand consideration so
that we can develop the optimal marketing strategy.
Comprehensive research into the search behaviour of the target market will allow us the
opportunity to optimise the marketing budget and will influence messaging throughout the
campaign. Looking at busy women and men who can afford the luxury of a hair salon colour
but are time poor. This strategy looks at growing the reach of awareness of Tonacity primarily
through digital engagement.
Slide 3 - The customer profiles
In addition to the working mother who juggles everything, other audiences identified are:
• Affluent, time poor, single women, with little time for regular salon visits
• Middle income earners, cannot afford salons
• Young men who take pride in their appearance*
Neela - HR director. Frequently travels to European offices. Prefers online
research/shopping, using her mobile phone on the go. But travelling leaves her hair lack-
lustre. Wants quick/easy alternatives that fit in with work schedule. Has tried several home
hair colouring kits but not impressed with results. Reluctant to try a new products, needs to be
convinced through digital channels.
Touchpoints - Programmatic mobile ads, Youtube, upmarket magazines, outdoor ads, Kleur
website, interactive app
Joanna - SME owner. Enjoys socialising with friends, watching TV, content sharer and
Pinterest fan. Frequent internet browser but prefers to shop in store. Loves offers. Dislikes
her strawberry blonde hair but unwilling to pay high salon prices. Looking for affordable,
effective options. Inexperienced in home colouring kits so wants to seek advice.
Touchpoints - TV ads, instore POS/advisers, Facebook/Pinterest ads, Kleur’s website,
interactive app
Ben - City stockbroker. Mobile central to work/social life and self-expression. Avid fan of
Instagram and Snapchat. Uses Twitter to keep in touch with clients. Perceives Facebook as
uncool. Keen to freshen his image to boost his confidence when meeting clients. Reluctant to
be extravagant without knowing impact on his appearance. Prefers online shopping.
14. 2
Touchpoints - Instagram, Snapchat, Twitter, mobile ads
Slide 4 - Brand Positioning ( competitor)
The multi-toner hair solution core USP is that it gives salon perfect hair without the
inconvenience or the expense of having to visit a salon. The fact that the product contains no
harmful ingredients and has 100% recyclable packaging positions it at the higher end of the
market to store-bought comparative products.
The product will be exclusive to particular retailers such as John Lewis. An in-store
representative giving product demonstrations and digital POS will aid in positioning the
product alongside some of the popular beauty brands such as Clinique and Nars.
Slide 5 - The strategy
As a result of identifying specific media consumption behaviour from the personas this
strategy will need to make use of a multi media both off and online approach.
The strategy will follow Google’s customer journey framework - Stimulus - ZMOT - FMOT -
SMOT - UMOT. This framework will enable Kleur to see how each proposed platform and
touchpoint will nurture prospects through a targeted content led customer journey. The
presentation will aim to demonstrate how a change in media split will benefit Kleur in it’s long
term objective of raising awareness and sales volumes. Both above and below the line
advertising will complement each other in delivering a cohesive message- 50/50 split.
The launch campaign for Kleur Tonacity is to create brand/product awareness through a
multi-channel media campaign execution. The target customer is refined at each stage of the
customer journey.
The business of the target personas means they are constantly consuming information from
multiple media and platforms. The strategy aims to capture people in retail focused areas with
outdoor advertising that captures their attention and their data, this then takes them through a
staged consumption of the brand from a programmatic media mix triggered by the ZMOT
stages of research.
Slide 6 - The campaign
Kleur will come to market in a multi channel launch campaign, with emphasis on OOH/Retail
Digital interactive display panels. Each panel is fitted with a camera which takes a picture of
the visitor which then displays on the board with a new hair colour courtesy of Kleur Tonacity.
• Take a photo of your new look and share in on #daretotone on any social platform
• The best shots will be featured in a TV/video ad.
• The call to action to download the app to see some more great colour combinations
and sign up for a free sample.
• Measures of success are number of app downloads, video views, social engagement
and hashtag mentions.
Key touch point to progress visitors into the ZMOT - use the app to serve ideas to visitor on
how to colour their hair at home, find locations on where they can try the product and provide
incentives to sign up for a free sample.
Slide 7 - Programmatic BUY
Consumer interactions during the campaign will be used to create two types of digital content:
Content 1:
Footage captured at the interactive outdoor displays will be used to compile short video
adverts showing people's response to their hair changing colour.
15. 3
Content 2:
Before and after experiences of consumers dying their hair at home will be used to create a
series of educational and inspirational videos on how to use the product
These photos and video content will be served to the target market through programmatic
multi media buying. The content will be light hearted, humorous and entertaining. It will
appeal to a wide audience, but certain variations will be shown to targeted media based on
persona profiles and search behaviour.
The targeting for the programmatic buy will use the personas as targets for placements and
will have a call to action to download the app and try the colour selections on the app.
Slide 8 – ZMOT
In order to ensure this new brand creates further curiosity and interest from the target
audience we will focus our advertising efforts on educational content.
Research will be undertaken in partnership with Google to ensure that the brand launches an
effective search campaign. Search terms will remain broad at first then become more specific
as we learn more about the target audience.
We have made consideration within the Zero moment of truth research stage for prospects to
educate themselves with product research in the form of editorial content published in
popular women’s and men’s magazines as well as a digital programmatic media buy.
The website will be optimised for SEO and relevant content informed by the search campaign
in order to ensure website receives as much organic traffic as possible. Website content will
be concise and useful - answers FAQ and includes popular search terms. This will have
significant benefits to the way in which consumers perceive the brand.
A display ad awareness campaign using the Google Display network will be launched that
contextually targets people looking at content to do with hair and beauty. Cookie data will be
utilised to re-market to those who have engaged with ad’s.
YouTube videos are rich content and will provide the consumer with real insight into the
quality of the brands products and aim to build an emotional connection with consumers i.e.
How To videos. These videos will be included in the Google ad network buy. The Facebook
page will demonstrate the competency of the brand - expert products developed by experts
for home use. YouTube videos can be re-purposed for Facebook in the aim to get the
community engaged with the brand.
All of the above will aid in driving customers to the FMOT stage of the customer journey
triggered by the call to action to buy now online or in-store on landing pages and in app
experiences.
Slide 9 - FMOT
At the FMOT stage we will create and present compelling, informative and educational
content and an experience to convince the prospective customer that this is the Tonacity
product is for them and to take the plunge into trying the product.
We will look to give the target audience a reason to believe that the product is value for
money and reduce the initial hurdle of affordability. After being made aware of the brand
through the content on Facebook, watching our campaign videos, etc we will be directing
them to our website and / or app where they will be presented with digital money off coupons
to buy the product online and vouchers for a free in-store trial.
For those that need a little more support and don’t want to buy online, they can use the offer
of a free in store trial or consultation to see for themselves just how easy the product is to use
and what great quality results it produces. The instore experience is interactive and
professional giving them confidence in the act of dying their own hair.
16. 4
For those that don’t have the time to visit a store they can experiment with potential hair
colours and see educational content on how to use the product through the website and
interactive mobile app. Each of these tools offers an easy ‘purchase’ call to action, allowing
users to easily purchase the products they have experimented with digitally.
For the target prospects such as Joanna the value of celebrity endorsement resonates with
her brand choices and so a series of celebrities will be selected to trial the product and write
about their experience. This content will be published in high profile magazines as well as
tweeted and shared by the celebrities themselves.
Success at this stage will be measured by website bounce rates, voucher download and use
rates, in-store consultation / free trial volumes, product purchases rates.
Slide 10 - The campaign - SMOT
Aims:
• engage consumers with product they have bought
• deliver a positive customer experience with first purchase in store and online, to
encourage repeat purchase, brand loyalty and brand advocacy
• create empathy with potential customers and show the brand’s caring nature
• produce further content to continue to build the brand organically
This will be achieved by:
• offering targeted information to help customers use product - user guides, dos and
don’ts, helpful tips, YouTube user videos
• encouraging consumers to sign up to an email subscription service
• providing dedicated customer support - email, phone, live chat from Kleur’s website,
user forums and through social media
• create short, compelling, shareable videos for YouTube, based on satisfied
customers talking about their fears/dislikes of using other home hair colouring kits,
their experience with Kleur, what they think their hair says about them and how their
looks determine their confidence. Ask viewers to take a quiz to see what their hair
colour says about them.
• Ask celebrities to tweet what their hair colour says about them
Success will be measured by the number of:
• Purchases/projected sales figure
• customers signed up to subscription service
• customer service contacts, including hits to FAQ pages of website
• YouTube interactions
• Tweets/retweets
Key touch point to progress customers into UMOT is the email subscription service which will
allow them to keep up to date with new products, buy related products and receive generic
advice on achieving healthy looking hair.
Slide 11- UMOT
In order to ensure brand advocacy we aim to have an ongoing relationship with customers
who have purchased the product through various channels. We will encourage reviews as
part of the customer journey and utlise this information to market the product to new
customers at the ZMOT stage.
Our aim for the UMOT stage is to create engaging and shareable content, that is based on
the customer’s own experience/journey. Our goal is to encourage self-expression and a
desire to inform others of the product (sharing), optimising the shared experiences of Kleur
Tonacity
17. 5
We will drive brand loyalty and advocacy that goes beyond the typical ‘more than just a hair
product’.
• Discounted subscription service.
• Introduce loyalty programs - competitions and gift packs for customers
• A dedicated support network - where to find out more about the usage of Tonacity etc
• Encourage sharing on Facebook amongst family and friends – reach
This will be executed through use of the following platforms
• Word of Mouth
• Social Media
• Email marketing
• Direct Mail
Through the collection of shared experiences gathered through the customer journey, the
UMOT can then become the next person's ZMOT. We will measure success by subscriptions,
social engagement, sign up’s email open rates.
Slide 12 Conclusions
By understanding our audience we identified that Kleur Tonacity prospect customers are
lacking time for hair treatments, but the appearance and personal presentation is essential in
their daily life.
Our marketing campaign and proposed media split 50/50 offers the consumer of today a new
experience of the product and takes them through a journey that will create a compelling case
to buy the product and engage with the brand after purchase.
Retail locations with interactive eye-catching stands calling to download the mobile app and
start experiencing the hair colour change, programmatic advertising and website brings
awareness about the product. That leads to the tactic search initiatives helping to connect
with the customer and provide as informative and educative content as possible.
Engaging with identified target personas at the very early stage of the journey through
entertaining content
on video channels and the mobile app, our audience will start generating the content that will
start building trust for the brand.
A number of incentives as well as exceptional customer service and assistance will help to
build customer loyalty and encourage advocacy. Positive feedback shared online and word of
mouth builds trust for the brand.
References:
**http://www.mintel.com/press-centre/beauty-and-personal-care/hair-today-gone-tomorrow-
uk-sales-of-temporary-hair-colour-triples