Diptyque Paris - Social Marketing Case StudyAffinitive
Case study detailing Affinitive’s work for Diptyque Paris, the legendary French perfumer and maker of luxury scented candles, home fragrances and a body care collection.
The documents discuss the Indian luxury market, specifically the luxury watch market. The luxury market in India was worth USD 4.76 billion in 2009, growing at a CAGR of 13% from 2007-2009. The luxury watch market in India was worth USD 1.99 million in 2009, growing at 20% annually. The documents also discuss Cartier's entry into India and regulatory requirements for foreign direct investment. Cartier aims to expand its distribution network and increase its market share and growth rate in India from 2009-2012. The documents outline Cartier's brand positioning, target audience, marketing objectives and mix, and a proposed customer loyalty program to reinforce pride in owning a Cartier watch.
Christian Dior was founded in France in the 1940s specializing in apparel, fragrances, and jewelry. It targets the middle and upper classes through stores and retailers. Dior recognizes the need to improve its digital marketing strategy, allocating over half its budget to social media like Facebook, Twitter, and YouTube which have a global reach at lower cost. An improved website integrated with social media could help drive visibility and sales through easy navigation and responsiveness.
Dom Pérignon aims to attract younger consumers through a New Year's Eve celebration in NYC. The invite-only event will feature a signature champagne bottle and target consumers aged 28-44 through social media promotions. The goals are to increase brand awareness by 35%, brand prestige, sales by 8-12%, and acquire 200-400 new customers. Revenue will come from bottle sales before, during, and after the event. The budget is $371,473.90 and projected profit is $748,029.10, with a 3:1 return on investment.
Diptyque Paris - Social Marketing Case StudyAffinitive
Case study detailing Affinitive’s work for Diptyque Paris, the legendary French perfumer and maker of luxury scented candles, home fragrances and a body care collection.
The documents discuss the Indian luxury market, specifically the luxury watch market. The luxury market in India was worth USD 4.76 billion in 2009, growing at a CAGR of 13% from 2007-2009. The luxury watch market in India was worth USD 1.99 million in 2009, growing at 20% annually. The documents also discuss Cartier's entry into India and regulatory requirements for foreign direct investment. Cartier aims to expand its distribution network and increase its market share and growth rate in India from 2009-2012. The documents outline Cartier's brand positioning, target audience, marketing objectives and mix, and a proposed customer loyalty program to reinforce pride in owning a Cartier watch.
Christian Dior was founded in France in the 1940s specializing in apparel, fragrances, and jewelry. It targets the middle and upper classes through stores and retailers. Dior recognizes the need to improve its digital marketing strategy, allocating over half its budget to social media like Facebook, Twitter, and YouTube which have a global reach at lower cost. An improved website integrated with social media could help drive visibility and sales through easy navigation and responsiveness.
Dom Pérignon aims to attract younger consumers through a New Year's Eve celebration in NYC. The invite-only event will feature a signature champagne bottle and target consumers aged 28-44 through social media promotions. The goals are to increase brand awareness by 35%, brand prestige, sales by 8-12%, and acquire 200-400 new customers. Revenue will come from bottle sales before, during, and after the event. The budget is $371,473.90 and projected profit is $748,029.10, with a 3:1 return on investment.
Christian Dior is a French luxury fashion house founded in 1946 by Christian Dior. Dior launched his first collection, known as the "New Look", in 1947 which emphasized feminine silhouettes like cinched waists and full skirts. Dior targets an elite luxury customer with high income and social status through its boutiques worldwide and communication strategies including advertising, events, and digital channels. The brand emphasizes elegance, femininity, and luxury through its classic designs and high quality fabrics.
Ce planning stratégique analyse la marque Heineken, le marché sur lequel elle se positionne avec les constats, tendances et évolutions (basés sur des études) ainsi que la concurrence.
Une fois le constat établi, une nouvelle stratégie de communication a été réfléchie afin de permettre à la marque de se démarquer de la concurrence.
Le planning stratégie mis en place est celui transmis au créa pour l'élaboration d'une nouvelle campagne de communication.
Bonne lecture
The document analyzes Louis Vuitton's brand identity, strategies in China, and potential new extensions. It diagnoses LV's image, values, and personality as luxury, travel-focused, and timeless. It discusses over-exposure in China and strategies like educating consumers. It also considers pros and cons of LV entering the perfume market in China, given traditions and growth. Other potential extensions discussed include home goods, cars, and tiered product lines at different price points. The conclusion recommends tailored local strategies, exclusive experiences, and focusing on men's products to increase LV's sophistication in China.
The document provides an overview and analysis of the Dior J'adore and Lancome Tresor perfume brands. It examines the brand hierarchies, lineups, elements, marketing strategies, exploratory research, positioning, values and summaries key findings. Research methods included focus groups, interviews, surveys, and observations to understand brand awareness, image, relationships and personalities among consumers. Both brands aim to portray elegance and romance through French names and origins, but Dior associates more with luxury, fashion and sophistication while Lancome emphasizes sweetness, fragility and love.
Christian Dior was founded in 1946 in Paris, France and is known for women's fashion. It is currently headquartered in Paris and employs over 79,000 people worldwide. Christian Dior enjoys strong brand recognition and owns other luxury brands through parent company LVMH, providing access to a large portfolio of prestigious brands. Dior focuses on popularizing its fragrance, makeup, and skincare product lines, targeting customers seeking elegance and distinction.
Cartier is a French luxury brand founded in Paris in 1847 specializing in jewelry and horology. It established its headquarters in 1899 at 13 rue de la Paix. Cartier gained international prominence in the early 20th century by opening shops in London and New York and became the official supplier to European royal families. Cartier is known for creating the first wristwatch for women in 1888 and iconic watches like the Santos and mysterious clocks. The panther motif first appeared on a Cartier watch in 1914 and became synonymous with the brand. Cartier maintains a high-end customer base and offers exclusive personalized services and products not found elsewhere.
Project On Gucci_ Italy..by ADP's Variablezzzz!!!!!Aleena Mughal
- Gucci is an iconic Italian luxury fashion brand founded in Florence in 1921 that is known for its high-quality leather goods and accessories.
- Under the leadership of creative director Tom Ford in the 1990s, Gucci revitalized its brand and saw explosive growth, generating $4.2 billion in sales by 2008.
- Today, Gucci operates over 450 stores globally, targeting wealthy customers with designs that blend heritage craftsmanship with contemporary styles. Gucci continues to strengthen its brand through prestigious awards, celebrity partnerships, and global expansion.
The document proposes developing iPad and iPhone applications to extend Givenchy's luxury experience online, build relationships with users, and gain added promotional benefits. It analyzes Givenchy's brand identity and competitors' mobile strategies. The selected strategy is to create an exclusive, invitation-only application providing a personalized experience through customized profiles, mood boards, and event calendars. This aims to increase interactivity, sales and brand awareness while maintaining exclusivity amongst Givenchy's target audience.
Anti laws of marketing & facets of luxury todayArpita Pari
This document outlines 24 "anti-laws of marketing" for luxury brands. Some of the key points include: luxury brands should focus on uniqueness rather than comparisons; flaws can add soul but perfection is expected; pandering to customers' wishes dilutes the brand vision; rarity increases demand so production should be limited; and traditional marketing goals like cost reduction, consensus testing, and group synergies will undermine the brand. The document argues luxury brands should pursue creative vision, exclusivity, and cultural dominance over customers rather than mass appeal or sales volume.
Christian Dior was a famous French fashion designer born in 1905. He studied political science but was more interested in art. He opened his own fashion house in 1946 called Christian Dior and presented his first collection called Corolle. Dior is known for revolutionizing women's fashion with innovative designs that emphasized the natural curves of a woman's body. Some of his most famous designs were the H line in 1954 and the A line in 1955. Dior had a significant impact on the international fashion industry before his death in 1957. His company continued to succeed and expand under his granddaughter's leadership.
Diptyque is a French perfume house established in 1961 that is known for its luxury scented candles and fragrances inspired by nature; while the brand has historically focused on its flagship stores and department store partners, it is looking to expand its international presence and digital channels to continue growing its portfolio of home and personal care products globally. The document provides an overview of Diptyque's brand history, product portfolio, distribution channels, competitors, SWOT analysis, and proposed customer relationship management strategies.
Disneyland Paris : une stratégie marketing de l'expérience pour une entrepris...Powertrafic
Disneyland Paris cherche à connaître son public : l'émotionnel et la relation privilégiée avec ses clients étant toujours au centre de ses préoccupations. Bientôt 25 ans après l'ouverture du parc, la marque sait qu'elle doit tout miser sur une expérience client hors norme, assortie d'une stratégie de fidélisation à la hauteur des attentes de ses visiteurs, si elle marque veut garder sa place de leader du marché.
The document compares the product development processes of Giorgio Armani and Louis Philippe. Both brands conduct market research and design concepts. However, Armani engages in more direct interaction with consumers while Louis Philippe relies on pre-forecasting. Another key difference is that Armani does more idea screening while Louis Philippe moves directly to cost analysis. Both commercialize their products, but Armani promotes through fashion shows and DJ events in stores while Louis Philippe uses social media. Overall, the document finds that while Armani understands consumers through more direct feedback, Louis Philippe maintains a stricter standard of quality.
This document provides a situation analysis and communication brief for a Dior cosmetics campaign in the Middle East. It summarizes past Dior campaigns including "New Look" in 2009 and "Dior Addict" in 2010. While "Dior Addict" was successful in Europe, it faced controversy in the US due to its association between addiction and beauty. The document recommends localizing the global "Dior Addict" campaign for the Middle East by translating it into Arabic and Persian, featuring Arab celebrities, and considering Middle Eastern perceptions of beauty. It proposes a campaign called "In Love with Dior" that would be a better cultural fit for the region.
Gucci is an Italian luxury brand founded in 1921 known for leather goods, fashion, and creativity. It is part of the Kering group and has seen success under creative director Alessandro Michele since 2015. Gucci utilizes a digital-first strategy across its website, social media, mobile apps, and innovative pop-up experiences to engage younger consumers and drive brand awareness.
Christian Dior is a French luxury fashion house founded in 1946 by Christian Dior. Dior launched his first collection, known as the "New Look", in 1947 which emphasized feminine silhouettes like cinched waists and full skirts. Dior targets an elite luxury customer with high income and social status through its boutiques worldwide and communication strategies including advertising, events, and digital channels. The brand emphasizes elegance, femininity, and luxury through its classic designs and high quality fabrics.
Ce planning stratégique analyse la marque Heineken, le marché sur lequel elle se positionne avec les constats, tendances et évolutions (basés sur des études) ainsi que la concurrence.
Une fois le constat établi, une nouvelle stratégie de communication a été réfléchie afin de permettre à la marque de se démarquer de la concurrence.
Le planning stratégie mis en place est celui transmis au créa pour l'élaboration d'une nouvelle campagne de communication.
Bonne lecture
The document analyzes Louis Vuitton's brand identity, strategies in China, and potential new extensions. It diagnoses LV's image, values, and personality as luxury, travel-focused, and timeless. It discusses over-exposure in China and strategies like educating consumers. It also considers pros and cons of LV entering the perfume market in China, given traditions and growth. Other potential extensions discussed include home goods, cars, and tiered product lines at different price points. The conclusion recommends tailored local strategies, exclusive experiences, and focusing on men's products to increase LV's sophistication in China.
The document provides an overview and analysis of the Dior J'adore and Lancome Tresor perfume brands. It examines the brand hierarchies, lineups, elements, marketing strategies, exploratory research, positioning, values and summaries key findings. Research methods included focus groups, interviews, surveys, and observations to understand brand awareness, image, relationships and personalities among consumers. Both brands aim to portray elegance and romance through French names and origins, but Dior associates more with luxury, fashion and sophistication while Lancome emphasizes sweetness, fragility and love.
Christian Dior was founded in 1946 in Paris, France and is known for women's fashion. It is currently headquartered in Paris and employs over 79,000 people worldwide. Christian Dior enjoys strong brand recognition and owns other luxury brands through parent company LVMH, providing access to a large portfolio of prestigious brands. Dior focuses on popularizing its fragrance, makeup, and skincare product lines, targeting customers seeking elegance and distinction.
Cartier is a French luxury brand founded in Paris in 1847 specializing in jewelry and horology. It established its headquarters in 1899 at 13 rue de la Paix. Cartier gained international prominence in the early 20th century by opening shops in London and New York and became the official supplier to European royal families. Cartier is known for creating the first wristwatch for women in 1888 and iconic watches like the Santos and mysterious clocks. The panther motif first appeared on a Cartier watch in 1914 and became synonymous with the brand. Cartier maintains a high-end customer base and offers exclusive personalized services and products not found elsewhere.
Project On Gucci_ Italy..by ADP's Variablezzzz!!!!!Aleena Mughal
- Gucci is an iconic Italian luxury fashion brand founded in Florence in 1921 that is known for its high-quality leather goods and accessories.
- Under the leadership of creative director Tom Ford in the 1990s, Gucci revitalized its brand and saw explosive growth, generating $4.2 billion in sales by 2008.
- Today, Gucci operates over 450 stores globally, targeting wealthy customers with designs that blend heritage craftsmanship with contemporary styles. Gucci continues to strengthen its brand through prestigious awards, celebrity partnerships, and global expansion.
The document proposes developing iPad and iPhone applications to extend Givenchy's luxury experience online, build relationships with users, and gain added promotional benefits. It analyzes Givenchy's brand identity and competitors' mobile strategies. The selected strategy is to create an exclusive, invitation-only application providing a personalized experience through customized profiles, mood boards, and event calendars. This aims to increase interactivity, sales and brand awareness while maintaining exclusivity amongst Givenchy's target audience.
Anti laws of marketing & facets of luxury todayArpita Pari
This document outlines 24 "anti-laws of marketing" for luxury brands. Some of the key points include: luxury brands should focus on uniqueness rather than comparisons; flaws can add soul but perfection is expected; pandering to customers' wishes dilutes the brand vision; rarity increases demand so production should be limited; and traditional marketing goals like cost reduction, consensus testing, and group synergies will undermine the brand. The document argues luxury brands should pursue creative vision, exclusivity, and cultural dominance over customers rather than mass appeal or sales volume.
Christian Dior was a famous French fashion designer born in 1905. He studied political science but was more interested in art. He opened his own fashion house in 1946 called Christian Dior and presented his first collection called Corolle. Dior is known for revolutionizing women's fashion with innovative designs that emphasized the natural curves of a woman's body. Some of his most famous designs were the H line in 1954 and the A line in 1955. Dior had a significant impact on the international fashion industry before his death in 1957. His company continued to succeed and expand under his granddaughter's leadership.
Diptyque is a French perfume house established in 1961 that is known for its luxury scented candles and fragrances inspired by nature; while the brand has historically focused on its flagship stores and department store partners, it is looking to expand its international presence and digital channels to continue growing its portfolio of home and personal care products globally. The document provides an overview of Diptyque's brand history, product portfolio, distribution channels, competitors, SWOT analysis, and proposed customer relationship management strategies.
Disneyland Paris : une stratégie marketing de l'expérience pour une entrepris...Powertrafic
Disneyland Paris cherche à connaître son public : l'émotionnel et la relation privilégiée avec ses clients étant toujours au centre de ses préoccupations. Bientôt 25 ans après l'ouverture du parc, la marque sait qu'elle doit tout miser sur une expérience client hors norme, assortie d'une stratégie de fidélisation à la hauteur des attentes de ses visiteurs, si elle marque veut garder sa place de leader du marché.
The document compares the product development processes of Giorgio Armani and Louis Philippe. Both brands conduct market research and design concepts. However, Armani engages in more direct interaction with consumers while Louis Philippe relies on pre-forecasting. Another key difference is that Armani does more idea screening while Louis Philippe moves directly to cost analysis. Both commercialize their products, but Armani promotes through fashion shows and DJ events in stores while Louis Philippe uses social media. Overall, the document finds that while Armani understands consumers through more direct feedback, Louis Philippe maintains a stricter standard of quality.
This document provides a situation analysis and communication brief for a Dior cosmetics campaign in the Middle East. It summarizes past Dior campaigns including "New Look" in 2009 and "Dior Addict" in 2010. While "Dior Addict" was successful in Europe, it faced controversy in the US due to its association between addiction and beauty. The document recommends localizing the global "Dior Addict" campaign for the Middle East by translating it into Arabic and Persian, featuring Arab celebrities, and considering Middle Eastern perceptions of beauty. It proposes a campaign called "In Love with Dior" that would be a better cultural fit for the region.
Gucci is an Italian luxury brand founded in 1921 known for leather goods, fashion, and creativity. It is part of the Kering group and has seen success under creative director Alessandro Michele since 2015. Gucci utilizes a digital-first strategy across its website, social media, mobile apps, and innovative pop-up experiences to engage younger consumers and drive brand awareness.
Customer Insight e Social Analytics. Dai Big Data ai Relevant Dataduepuntozeroresearch
La rivoluzione dei Big Data, esplosa con l’utilizzo sempre più esteso dei social network, consente per la prima volta alle aziende di ricercare e scoprire nuove opportunità attraverso l’analisi dei comportamenti di acquisto del clienti, della valutazione della percezione dei propri brand e prodotti, della valutazione del servizio alla propria clientela.
L'intervento di Federico Capeci alla Big Data Analytics Conference 2013 di giovedì 17 Ottobre 2013, Roma.
The document provides a history of plastics and synthetic materials in furniture design, focusing on Italian company Kartell and key designers. It discusses the development of plastics from early synthetic materials like Bakelite, the introduction of injection molding techniques, and influential early plastic chairs in the 1940s-1960s by designers like Colombo and Magistretti. It profiles Kartell's founding, major designers who created classics for the company like Starck, Castiglioni, and Urquiola, and new designs and collaborations. The document examines plastics' properties and environmental impact while highlighting its role in democratizing design and styles from modern to postmodern.
Corsi di Moda CDM prepara i corsisti che partecipano al corso di visual merchandisng vetrinista alla realizzazione di vetrine, display e layout del punto vendita, permettendo una migliore interazione con il mondo lavorativo
[ita] L'uso del Consumer Insight In Pubblicitàgiulio bonini
Questo è un riassunto di alcune parti del mio e-book [tesi di laurea].
La NECESSITA' DI FARE RICERCA sul consumatore trova qui la sua applicazione: instaurare una relazione empatica tra BRAND e CONSUMATORE.
Vengono spiegate le 4 proprietà che rendono efficace l'insight, il benchmark e infine alcuni esempi in pubblicità non convenzionale e nei social network.
Basta andare su eboogle.it per scaricare l'ebook [a 19€+ivan]
This presentation provides a brief overview on becoming a member of the Node.js Foundation. For more information, visit https://nodejs.org/en/foundation/members/.
The latest Consumer, Cultural Insights from across Asia Pacific, compiled by Ogilvy & Mather. This Bi Monthly online magazine captures the cultural shifts that are driving and shaping people across Asia, from Korea to India, Indonesia to China, Malaysia, Singapore and Hong Kong. It delves into social, political, cultural phenomena that are shaping people's opinions.
Edited by Kunal Sinha, with contributions from across the region.
The document discusses the benefits of meditation for reducing stress and anxiety. Regular meditation practice can help calm the mind and body by lowering heart rate and blood pressure. Studies have shown that meditating for just 10-20 minutes per day can have significant positive impacts on both mental and physical health over time.
This document is a case study analysis of IKEA, the largest furniture retailer in the world. It provides background information on IKEA's history, vision, mission, objectives, organizational structure, and financial analysis. The case study analyzes how IKEA became successful by pioneering affordable flat-pack furniture and applying a low-cost business model. It also summarizes IKEA's financial growth from 2009 to 2010, with increases in net income, revenue, and gross profit driven by new store openings and sales growth.
IKEA is the world's largest furniture retailer founded in Sweden in 1943. It sells flat-pack furniture and home goods through its 301 stores across 37 countries. IKEA pioneered affordable yet functional design through cost-cutting like flat-packing and using its trademark style guide. It aims to improve everyday life through well-designed, affordable home products while maintaining sustainability and positive social and environmental practices.
The Top Skills That Can Get You Hired in 2017LinkedIn
We analyzed all the recruiting activity on LinkedIn this year and identified the Top Skills employers seek. Starting Oct 24, learn these skills and much more for free during the Week of Learning.
#AlwaysBeLearning https://learning.linkedin.com/week-of-learning
A project work realized for Co.Re.Pla, the Italian Plastic Recycling Consortium, by a group of Professionals who attended the 2015 IED edition of the "Evolution Marketing and Social Media" course. This is a great team work!
Project Work realizzato da un gruppo di studenti del Corso di Specializzazione in Evolution Marketing and Social Media presso IED Milano, nonché specialisti del settore, per Co.Re.Pla.
Ricerca di marketing sul design come vettore esperienziale nei prodotti di neo-lusso: atteggiamenti e comportamenti dei consumatori.
Tesi sperimentale - Laurea Magistrale: Relatore G. Mattia; Correlatore C. A. Pratesi
Università di economia "Federico Caffè" -Roma Tre.
Il Content marketing crea e distribuisce contenuti rilevanti per attrarre il proprio target e guidarlo all’azione. Rinuncia o limita l’uso di alcuni dei tradizionali strumenti della “persuasione” pubblicitaria per seguire alcune nuove regole.
Gestire e produrre contenuti significativi per la narrazione di un brand, di un prodotto, di una azienda è diventato uno degli sbocchi più interessanti delle digital humanities.
Piano di comunicazione sviluppato per il lancio della nuova bottiglia ecosostebile H2O Eco-Green. Il percorso va dall'analisi del mercato, dei competitor, del target fino all'ideazione della strategia con la scelta dei canali e dei contenuti e il calcolo del budget ipotizzato.
My application for Vogue Talent's scholarship for the "new sustainable fashion: crafting innovative business models through sustainability" class at Milano Fashion Institute.
Content marketing Coinvolgere e promuovere con i contenutiUniversità di Pisa
Gestire e produrre contenuti significativi per la narrazione di un brand, di un prodotto, di una azienda è diventato uno degli sbocchi più interessanti delle digital humanities.
Il Mondo del Lusso - Riflessioni, teorie e comunicazione del lussoEnrico Pellegrino
Il Mondo del Lusso - Riflessioni, teorie e comunicazione del lusso. A Cura di Enrico Pellegrino.
Seminario: "Il benessere nell'anima" Soluzioni a basso impatto ambientale. Agrigento 12 Marzo 2015.
Evento Promosso da: Liaison (www.inliaison.com).
Credits:
Cattedra di Brand Management - Sapienza Università di Roma.
Luxury Brand Management, Prof. Heine. K.
All Right Reserved
Realizzazione di un Piano di Comunicazione Integrata per l'azienda "Moroso S.p.a.".
A seguito di un'attenta analisi situazionale dell'azienda, è stato possibile individuare un piano di azione per incrementare la visibilità del brand e lanciare/ pubblicizzare la nuova piattaforma e-commerce "Moroso".
Intervento di F.Rubino, The Talking Village, al Web Update 2012 - Città della Scienza, Napoli. L'argomento è la co-creazione di valore tra brand e consumatori
Social Media Strategy created during one of my Master's classes, about the presentation of a imaginary new model of our car brand. My group and I created this strategy for top to bottom, based on the schedule of costs we were told.
Analysis of the current situation of tobacco addiction and the consequences, written and visual (see bookcover).
In addition, the following file contains a personal possible suggestion of tv ad (see above).
3. +
Consumer Insight:
Elegante, con il gusto del bello
Key Concept:
L’arte nel quotidiano.
Lo stile inconfondibile di
Kartell, la sua unicità.
Mood:
Eleganza e accuratezza
5. +
Consumer insight:
Consumatore urbano, legato ad
ambienti centrali dell’abitazione
come la cucina, che si concentra
sull’utilità e la funzionalità
dell’oggetto, unita però ad un
design particolare
Key Concept:
La città nelle mani di Alessi
Mood:
Classicità di Alessi, innovazione e
stile.
6. +
Consumer insight:
consumatore preciso, dal gusto
spesso geometrico ma anche
morbido e sinuoso. Essenziale per
il consumatore sono però:
linearità e qualità.
Key Concept:
Un tocco di modernità e di
qualità per ogni ufficio
Mood:
centralità del prodotto, chiarezza,
distinzione, singolarità.
7. +
Consumer insight:
consumatore dal gusto singolare,
originale, eccentrico, moderno, ma anche
classico.
Key Concept:
Originalità ed eleganza.
Mood:
Centralità dell’oggetto, semplicità.
!
8. +
Consumer insight:
consumatore estroso,
creativo, appassionato.
Key Concept:
Nella tua casa fin da quando
eri bambino.
Mood:
Unicità, vita, colore,
semplicità.
9. +
Consumer insight:
Consumatore tradizionale ma
stravagante, raffinato, con il gusto del
“bello” e della ricercatezza
Key Concept:
“la luce diventa arte”
Mood:
Singolarità, tradizione, puro design
10. +
Consumer Insight:
Consumer di classe, che è amante del
design originale dallo stile
inconfondibile.
Key Concept:
“la luce che arreda”
Mood:
Sogno, relax ed eccezionalità
11. +
Consumer Insight:
Consumer di qualità, che conosce il
valore degli oggetti d’arredo. Consumer
con un certo gusto fine e ricercato
Key Concept:
La qualità dei materiali di Flou
Mood:
Stile e semplicità, il prodotto è
protagonista insieme al body copy che
racconta la storia dell’oggetto e
dell’azienda Campagna 2010
12. +
Consumer Insight:
Consumer che ama la regolarità d’altri
tempi, il gusto della linearità di una volta,
nostalgico della vita degli anni ‘50.
Key Concept:
Richiamo alla semplicità delle linee e alla
modernità e dell’innovazione degli anni
‘50, vita classica, vera e completa di un
tempo.
Mood:
Eleganza, esaltata dal bianco e nero,
originalità del prodotto, stile new vintage.
13. +
Consumer Insight
Consumer che ama la
semplicità e la comodità
Key Concept
“un oggetto destinato a
durare nel tempo”
Mood:
Centralità del prodotto ed
esaltazione della qualità
14. +
Consumer Insight:
Consumer che amano il comfort, la
bellezza e che vivono in ogni aspetto la
propria casa
Key concept:
La casa è il tuo regno. La casa è la
finesta che guarda dentro di te.
Mood:
Agio, semplicità, casa dolce casa.
15. +
MAPPA DI POSIZIONAMENTO:
Personale e Familiare
Consumer Giovanile Consumer Elegante
Astratto e Lavorativo
20. +
Copy Strategy:
n Ecosostenibilità
n Nuova linea “Verde di nome e di fatto”
n Bando concorsi:
n Consumatore attivo e creativo
n Solidarietà
21. +
Copy Strategy:
Key Concept
n Verde di nome e di fatto
n Libertà
n Sostegno
n Creatività
n Sostenibilità
n Kartell cura l’ambiente/prossimo
n Solidarietà
n Il design si rende utile
23. +
Copy Strategy:
Mood
n Libertà:
n Da vincoli
n Di espressione
n Di creazione
n Consumer:
n Al centro
n Kartell si rifà al consumatore e quindi all’ambiente circostante
n Kartell aiuta l’ambiente