Tonacity is a new high-end home hair colouring system that gives salon-quality multi-tonal results. It offers a wide range of colours and an application tool that allows women to easily apply multiple colours. Priced at £24.99, it provides salon results at a lower price point than salons. The product targets cash-rich but time-poor Kate, aged 38, and fashion-focused Shauna, aged 22 who lives with her parents. A multi-channel marketing strategy including TV, digital, social media, PR and experiential events will be used to drive awareness, consideration and purchase of the new product. Success will be measured through metrics like sales, traffic, social media
Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...Nikolaos Tsiakmakis
Module Three Assignment: Multi-Channel Plan
Squarelle Tonacity is a high-end hair colouring product, which has all the usual Squarelle quality guarantees; it gives good quality, lasting colour and is odourless and ammonia free.
Research shows that women are concerned that a wash in/ wash out application method, usual to home-hair colouring practices, will not give a good multi-tonal effect in the finished result. Squarelle Tonacity comes with a bespoke application tool, especially designed for Squarelle by our team of engineers, which allows women to easily apply multiple colours and give the multi-tonal salon effect at home.
Each pack comes with three colour toners, carefully selected to work together and create a fantastic overall look. The face of Tonacity is likely to be someone such as Tess Daly.
Google Squared (October 2013) - Team 12
Dayanna Baricelli
Niall Blatcher
Venetia Ellis
Meeta Gournay
Cris Morgado
Neil Stinchcombe
Nikolaos Tsiakmakis
Sophie Tye
Lyn Williams
The document discusses the marketing plan for a new wireless earphone product called Cloud Sounds. It covers the key aspects of the marketing mix - product, price, branding, place, and promotion. The product is wireless earphones that eliminate wires and are fashionable. They will be priced at £59.99 to portray a luxury brand image. Extensive branding, advertising, and placement in major retailers are planned to launch the product and brand. The target market is ages 18-30 and sales of 180,000 units in the first year are projected.
Communication strategy for new product launch.
Mandate: execute a campaign that uses Vice media O & O channels to promote the new product, reach adults between 25-44 years old and establish a strong positioning.
Technology trends are important to any business because they define the next generation of marketing and consumer strategy. We’ll focus on the quickly evolving communication landscape and the impacts of increased consumer mobility, localization, smart machines, and the power of social. Based on six years of extensive research of over 10,000 global consumers, we've discovered seven trends that will be changing your business in the years to come. The session will equip you with the knowledge needed to understand and use tools to build a successful brand.
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.
Marketing proposal for the launch of a new female beauty product - Kleur Tona...Ammar Kanchwala
To develop a marketing proposal for the launch of a new female beauty product - Kleur Tonacity - which drives awareness, evaluation, sales; in addition to building loyalty and advocacy.
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.
Programatic Buying - Media pitch Tonacity Kleur Hair DyeJanna Munn
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
Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...Nikolaos Tsiakmakis
Module Three Assignment: Multi-Channel Plan
Squarelle Tonacity is a high-end hair colouring product, which has all the usual Squarelle quality guarantees; it gives good quality, lasting colour and is odourless and ammonia free.
Research shows that women are concerned that a wash in/ wash out application method, usual to home-hair colouring practices, will not give a good multi-tonal effect in the finished result. Squarelle Tonacity comes with a bespoke application tool, especially designed for Squarelle by our team of engineers, which allows women to easily apply multiple colours and give the multi-tonal salon effect at home.
Each pack comes with three colour toners, carefully selected to work together and create a fantastic overall look. The face of Tonacity is likely to be someone such as Tess Daly.
Google Squared (October 2013) - Team 12
Dayanna Baricelli
Niall Blatcher
Venetia Ellis
Meeta Gournay
Cris Morgado
Neil Stinchcombe
Nikolaos Tsiakmakis
Sophie Tye
Lyn Williams
The document discusses the marketing plan for a new wireless earphone product called Cloud Sounds. It covers the key aspects of the marketing mix - product, price, branding, place, and promotion. The product is wireless earphones that eliminate wires and are fashionable. They will be priced at £59.99 to portray a luxury brand image. Extensive branding, advertising, and placement in major retailers are planned to launch the product and brand. The target market is ages 18-30 and sales of 180,000 units in the first year are projected.
Communication strategy for new product launch.
Mandate: execute a campaign that uses Vice media O & O channels to promote the new product, reach adults between 25-44 years old and establish a strong positioning.
Technology trends are important to any business because they define the next generation of marketing and consumer strategy. We’ll focus on the quickly evolving communication landscape and the impacts of increased consumer mobility, localization, smart machines, and the power of social. Based on six years of extensive research of over 10,000 global consumers, we've discovered seven trends that will be changing your business in the years to come. The session will equip you with the knowledge needed to understand and use tools to build a successful brand.
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.
Marketing proposal for the launch of a new female beauty product - Kleur Tona...Ammar Kanchwala
To develop a marketing proposal for the launch of a new female beauty product - Kleur Tonacity - which drives awareness, evaluation, sales; in addition to building loyalty and advocacy.
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.
Programatic Buying - Media pitch Tonacity Kleur Hair DyeJanna Munn
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
Kleur Tonacity is launching a new home hair colouring kit in the UK. It aims to attract time-poor women aged 30-40 by showing them how they can get salon-quality, multi-tonal colouring results at home while saving time and money. A fully integrated digital marketing campaign across owned, paid and earned channels with a 70/30 split between digital and print media will promote the product to its target audience.
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.
Kleur Tonacity is launching a new high-quality home hair colour product targeting affluent professional women ages 30+. A digital strategy will focus on mobile and social media to stimulate interest through engaging content and drive customers through their purchasing journey. Key touchpoints include using beacon technology and mobile ads to raise awareness, an interactive mobile app and website to inform customers during consideration, and in-store promotions and the app to convert sales at the point of purchase. The goal is to dominate each stage of the customer decision process through an integrated digital and retail experience.
The document outlines a marketing strategy proposal for Tonacity, a new home hair coloring product. It includes:
1. An overview of the target market of 4.125 million women in the UK aged 22+ with high incomes who need convenient hair coloring.
2. A proposal to create awareness through billboards, magazine ads, and a mobile-optimized website, and drive customers to purchase through PPC, SEO, social media, and a 4-week TV campaign.
3. The goal of gaining 10% market share within 18 months by reaching 330,000 new users through the campaign.
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.
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.
OPI is a professional nail polish brand seeking to increase market share. Its target audiences are women ages 35-65 who value style on a budget. The marketing plan aims to position OPI as a sophisticated yet affordable salon brand. Tactics include TV, print, outdoor and social media advertising emphasizing OPI's chip resistance and wide color selection. The goal is to attract new customers and increase revenues by highlighting OPI's professional quality at accessible price points.
Stanford Venture Lab - Final Presentation for EcoBeautyLabMelissa Lim
The document discusses a proposed personalized e-commerce business that creates customized products. It profiles an ideal customer, Felicia, as a 24-year-old creative professional interested in health, beauty, and self-expression. The business model incorporates open innovation, a long tail approach, and focuses marketing on early adopters. The sizable beauty market represents an opportunity, though risks include materials and timing. A founding team is presented with relevant experience.
The document provides a marketing roadmap for Leanani, a new cosmetics brand targeting teen girls. It outlines key sections including the large US beauty market opportunity, teen demographic trends focused on social media and value, major competitors in the space, and Leanani's unique selling propositions centered around affordable Japanese beauty products. The marketing strategy proposes exciting teen girls through influencer marketing, social media engagement, and a dedicated website and app. It includes plans for coupon ads, back to school campaigns, and innovative packaging design to attract young customers.
Café Coffee Day is India's largest coffee chain with over 1400 cafés across 200 cities. It aims to engage target audiences through innovative branding and activations at cafés. The document outlines Café Coffee Day's target audience as mostly 20-30 year olds who spend about 45 minutes at cafés. It details various branding options available and shares examples of successful past campaigns for brands like Britannia, Nokia, and Tupperware. The document promotes Café Coffee Day's cafés as a unique media platform for brands to creatively engage with customers.
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.
Fogg perfumes marketing strategy post covid-19RidhiKochar1
We were assigned the responsibility to draw a marketing plan for the Fogg perfume (SPECIFICATIONS: Variant- Spicy Black
Quantity - 120 ml) keeping in mind the post-Covid situation.
We worked out on the 4Ps of Fogg, its STP, SWOT, competitors, and then designed a marketing plan different from its current strategy.
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
Research & Creative Brief Proposal for Accessories Brand Allure Ena Teo Jia En
Individual Branding Project
Brand Creation and Marketing Research
Case Studies includes H&M, Helen and Diva
Year 2 for BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
The document discusses the marketing campaign for a new hair dye product called Tonacity. It will focus on raising awareness of the brand through digital channels like social media, websites, and apps. This will allow people to share their hair color combinations and get advice. The campaign will target two key personas: Hannah, a 40-year old stay-at-home mother, and Linda, a 55-year old operations manager. The campaign strategy involves several phases from awareness to advocacy and includes influencer marketing, competitions, and targeted digital advertising. Effectiveness will be measured by tracking interactions and store visits in select locations.
This document outlines Café Coffee Day's platform for engaging target audiences through its network of over 1,530 cafes across India. It provides details on Café Coffee Day's customers, who are typically ages 15-35 and visit cafes for around 45 minutes to socialize with friends. The document proposes that Café Coffee Day offers marketers a unique interactive media opportunity to reach this audience through various branding elements placed throughout cafes, including wall branding, coasters, posters, and more. It provides examples of successful prior brand campaigns for companies like Britannia, Nokia, and Samsung that used Café Coffee Day's cafes for product demonstrations, promotions, and sampling to engage customers.
My Mini Club marketing plan aims to increase Facebook fans to 1,000+ and sales by 5-10% by December 31st. It targets Stephy Chen, a 19-year-old Chinese international student in Richmond who enjoys taking selfies and uses social media daily. The plan provides an in-depth persona profile of Stephy to understand her goals, interests and online behavior. It will promote My Mini Club's new photo products and ideas on Facebook to appeal to Stephy's passion for photography and fashion.
This document outlines the marketing strategy of Seto Academy, a Japanese language school in Nepal. It discusses using various advertising methods like print, television, radio, online, and outdoor advertising to promote the academy's brand and annual enrollment campaign. Tactics proposed include a "Coffee @ Seto" campaign to attract visitors, advertisements in magazines, TV channels, radio programs, Facebook, and participating in education expos. Giveaways such as coffee mugs, diaries and pens will also be used to promote the brand.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Kleur Tonacity is launching a new home hair colouring kit in the UK. It aims to attract time-poor women aged 30-40 by showing them how they can get salon-quality, multi-tonal colouring results at home while saving time and money. A fully integrated digital marketing campaign across owned, paid and earned channels with a 70/30 split between digital and print media will promote the product to its target audience.
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.
Kleur Tonacity is launching a new high-quality home hair colour product targeting affluent professional women ages 30+. A digital strategy will focus on mobile and social media to stimulate interest through engaging content and drive customers through their purchasing journey. Key touchpoints include using beacon technology and mobile ads to raise awareness, an interactive mobile app and website to inform customers during consideration, and in-store promotions and the app to convert sales at the point of purchase. The goal is to dominate each stage of the customer decision process through an integrated digital and retail experience.
The document outlines a marketing strategy proposal for Tonacity, a new home hair coloring product. It includes:
1. An overview of the target market of 4.125 million women in the UK aged 22+ with high incomes who need convenient hair coloring.
2. A proposal to create awareness through billboards, magazine ads, and a mobile-optimized website, and drive customers to purchase through PPC, SEO, social media, and a 4-week TV campaign.
3. The goal of gaining 10% market share within 18 months by reaching 330,000 new users through the campaign.
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.
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.
OPI is a professional nail polish brand seeking to increase market share. Its target audiences are women ages 35-65 who value style on a budget. The marketing plan aims to position OPI as a sophisticated yet affordable salon brand. Tactics include TV, print, outdoor and social media advertising emphasizing OPI's chip resistance and wide color selection. The goal is to attract new customers and increase revenues by highlighting OPI's professional quality at accessible price points.
Stanford Venture Lab - Final Presentation for EcoBeautyLabMelissa Lim
The document discusses a proposed personalized e-commerce business that creates customized products. It profiles an ideal customer, Felicia, as a 24-year-old creative professional interested in health, beauty, and self-expression. The business model incorporates open innovation, a long tail approach, and focuses marketing on early adopters. The sizable beauty market represents an opportunity, though risks include materials and timing. A founding team is presented with relevant experience.
The document provides a marketing roadmap for Leanani, a new cosmetics brand targeting teen girls. It outlines key sections including the large US beauty market opportunity, teen demographic trends focused on social media and value, major competitors in the space, and Leanani's unique selling propositions centered around affordable Japanese beauty products. The marketing strategy proposes exciting teen girls through influencer marketing, social media engagement, and a dedicated website and app. It includes plans for coupon ads, back to school campaigns, and innovative packaging design to attract young customers.
Café Coffee Day is India's largest coffee chain with over 1400 cafés across 200 cities. It aims to engage target audiences through innovative branding and activations at cafés. The document outlines Café Coffee Day's target audience as mostly 20-30 year olds who spend about 45 minutes at cafés. It details various branding options available and shares examples of successful past campaigns for brands like Britannia, Nokia, and Tupperware. The document promotes Café Coffee Day's cafés as a unique media platform for brands to creatively engage with customers.
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.
Fogg perfumes marketing strategy post covid-19RidhiKochar1
We were assigned the responsibility to draw a marketing plan for the Fogg perfume (SPECIFICATIONS: Variant- Spicy Black
Quantity - 120 ml) keeping in mind the post-Covid situation.
We worked out on the 4Ps of Fogg, its STP, SWOT, competitors, and then designed a marketing plan different from its current strategy.
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
Research & Creative Brief Proposal for Accessories Brand Allure Ena Teo Jia En
Individual Branding Project
Brand Creation and Marketing Research
Case Studies includes H&M, Helen and Diva
Year 2 for BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
The document discusses the marketing campaign for a new hair dye product called Tonacity. It will focus on raising awareness of the brand through digital channels like social media, websites, and apps. This will allow people to share their hair color combinations and get advice. The campaign will target two key personas: Hannah, a 40-year old stay-at-home mother, and Linda, a 55-year old operations manager. The campaign strategy involves several phases from awareness to advocacy and includes influencer marketing, competitions, and targeted digital advertising. Effectiveness will be measured by tracking interactions and store visits in select locations.
This document outlines Café Coffee Day's platform for engaging target audiences through its network of over 1,530 cafes across India. It provides details on Café Coffee Day's customers, who are typically ages 15-35 and visit cafes for around 45 minutes to socialize with friends. The document proposes that Café Coffee Day offers marketers a unique interactive media opportunity to reach this audience through various branding elements placed throughout cafes, including wall branding, coasters, posters, and more. It provides examples of successful prior brand campaigns for companies like Britannia, Nokia, and Samsung that used Café Coffee Day's cafes for product demonstrations, promotions, and sampling to engage customers.
My Mini Club marketing plan aims to increase Facebook fans to 1,000+ and sales by 5-10% by December 31st. It targets Stephy Chen, a 19-year-old Chinese international student in Richmond who enjoys taking selfies and uses social media daily. The plan provides an in-depth persona profile of Stephy to understand her goals, interests and online behavior. It will promote My Mini Club's new photo products and ideas on Facebook to appeal to Stephy's passion for photography and fashion.
This document outlines the marketing strategy of Seto Academy, a Japanese language school in Nepal. It discusses using various advertising methods like print, television, radio, online, and outdoor advertising to promote the academy's brand and annual enrollment campaign. Tactics proposed include a "Coffee @ Seto" campaign to attract visitors, advertisements in magazines, TV channels, radio programs, Facebook, and participating in education expos. Giveaways such as coffee mugs, diaries and pens will also be used to promote the brand.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
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We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
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Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
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The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
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At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
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In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
2. High End Home-Colouring System Achieves
Professional Salon Results
The first home-hair
colouring range to
give a truly multi-tonal
result, designed by
industry leading colour
technicians.
A unique concept in
hair colouring which
targets time poor,
A unique product that
sits between quality
hair salons and
existing home
colouring kits.
It has its own market
niche with no direct
competition.
Tonacity offers a wide
range of colours with a
bespoke application
tool that allows women
to apply multiple
colours with ease.
Your colour.
Your choice.
In your time.
This product is not
a budget home-
colouring kit with
budget results.
At £24.99 you get
the salon finish
but without
the salon price tag.
3. Who Do We Target?
Kate (38) – Cash Rich, Time Poor
Shauna (22) – Lives With Parents
Shauna has just left university and started her first job in PR as an
assistant. The new job may seem glamorous, but it's not great pay,
so she lives at home.
She has a passion for fashion, shopping and going out with her
friends. They follow the latest trends in beauty, fashion and music,
as well as celebrity gossip and style icons.
Shauna lives her life through her mobile, life would be meaningless
without it. How else would she be able to keep in touch 24/7,
organise her social life, shop and look for the latest trends and
gossip!!
Kate loves her job, which is creative and fun but
demanding. She enjoys keeping fit, yoga, fashion,
celebrity styles and has precious little family time. So she
is time poor for her personal beauty regime, but spends
money on high-quality beauty products in order to take
care of her appearance.
Shopping behaviour
Due to Kate’s busy lifestyle she prefers to
shop on premium retailer sites for ease and convenience.
Kate’s is attached to her
smartphone and tablet for both work
and downtime.
She is a full-time exec at media agency,
£40K p/a and first time mother to son Harry
who has to juggle work and childcare.
Shopping behaviour
Shauna is a multi-screen user, using mobile for on the move
research and trawling social media. She’s happy and confident to make
purchases online and regular purchases on her mobile.
5. • Emotional
• Episodic storytelling – take
control of your hair
• Inspirational
• Before and after photos in
time-lapse video
• Celebrity before and afters
• Rational
• App and website’s interactive
colour picker
HERO
• Instagram/Facebook/Twitter/YouTube
• Product updates
• Hashtag campaigns
• Before and after shots
• Competition to post your own before
and afters
• Pop-up shops in selected retailers:HUB
• Educational
• ‘How to’ videos
• Ask the expert on FB/Twitter
• Customer videos
• Tips on how to keep your hair
colour longer
• Customer home-remedy tips
• Rational
• Tonacity App: What colour
suits me best?
HYGIENE
Content Strategy
BEFORE & AFTER BEFORE & AFTER
SIMPLY CREATIVE COLOURS
#mycolour
#mytime
6. Content Strategy continued
• Advertisements on or in:
• TV
• Paid search
• Display
• Magazines
(both online and print)
• OOH
• Banner ads on online
shopping sites
• YouTube sponsorship
• Programatic advertising
PAID
• Tonacity website
• Tonacity app
• Try a hair colour
• Links to ‘how to’ videos
• Email newsletter featuring
product updates, latest news
and endorsements
• Official YouTube channel
featuring online videos
• Facebook/Twitter/Instagram
• App notifications
OWNED
• Customer reviews
• Brand ambassador
recommendations
• User generated ‘how to’
content
• Uploads of before and after
pics through social media as
well as the Tonacity app
EARNED
11. Traditional & Digital Media Plan
and Budget Split
Plan Week Budget
Traditional Pre-launch Week 1 Week 2 Week3 Week 4 Week 5 Week 6 Ongoing Budget Split*
TV 64%
Press 4%
OOH Print & Digital 10%
PR & Digital 3%
Experiential Event – Top
Stores Only?
POS To All Stores
4%
Digital Pre-launch Week 1 Week 2 Week3 Week 4 Week 5 Week 6 Ongoing
VOD 3%
Search Ads
Display Ads
(Programmatic)
3%
Female Partnership 2%
YouTube Partnership 2%
Social Media/Loyalty 1%
Website & App 4%
*Budgetincludesbothproduction&mediacosts
12. Measuring Success
Channel Measurement KPI
TV/ Print/
VOD
TVRs
Google Analytics – searches at
advert times
Social media visibility/reach
Brandwatch
Brand awareness
Display Integrated survey lift tools
Viewability – impressions
CTR
Brand awareness
Build reach
Search Integrated survey lift tools
Viewability – impressions
CTR
Brand awareness
Social
Media
Shares
Instagram uploads and shares
Entries into competition
Brand awareness
Build social
community
Store Sales/coupon redemptions
Traffic
Conversion
Increase sales
Channel Measurement KPI
Website &
App
Google Analytics
App downloads
reviews
Brand awareness
Build reach
Experiential Footfall
Voucher redemptions
Build reach
Build social
community
Sales
PR Press coverage
Social media – visibility
Brandwatch
Brand awareness
Build social
community
Youtube
partnerships
Views/ shares/ engagement Brand awareness
Increase sales
Celebrity
endorsement
PR coverage Brand awareness
Increase sales
Editor's Notes
More than eight million women now colour their hair at home and more colouring kits are being sold than ever before, inspired by supermodels and celebrities according to an article on dailymail.co.uk. Furthermore, the Telegraph.co.uk reports that sales of temporary hair dye have tripled over the past year thanks to the crazy coiffures of Katy Perry, Nicki Minaj and even Dame Helen Mirren. They call it the ‘Katy Perry’ effect.
Mintel’s 2015 research confirms that the size of the hair colouring market has grown 3 times in the last year. It was £1 million in 2013 and £3 million in 2014 with a focus on take-home products. Consumers are becoming more creative and experimental with colours and styles with home styling and more natural products set to reach 43% of the personal hair care market in 2025.
Sources:
http://www.dailymail.co.uk/femail/article-4434/Is--163-5-hair-colour-good--163-50-salon-one.html#ixzz3xViJrXCx
http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11400109/The-Katy-Perry-effect-temporary-hair-dye-sales-roar.html
http://www.mintel.com/press-centre/beauty-and-personal-care/hair-today-gone-tomorrow-uk-sales-of-temporary-hair-colour-triples
Kleur Tonacity’s current budget split is 70/30 television versus premium print magazines. There is no digital presence but there are plans to build a website.
We recommend building on your established reputation, but with a shift in focus towards digital aiming for an eventual 85/15 budget split between offline and online marketing.
We will examine the target market, the customer journey and touchpoints along the way.
We will also look at how this marketing campaign will work to build a fast-growing but loyal fan base. Finally, we will provide a recommended budgetary split and key performance indicators (KPIs).
Tonacity’s typical customers is cash rich and time poor, they are busy women trying to juggling hectic work and home life. They are fashion and style conscious, so always looking at the latest trends. They are heavily influenced by celebrities and new media creators (vloggers, bloggers). They want the celebrity looks and style without the time it might require in a salon. As multiscreen users they love to research products and read reviews on the move.
Meet Kate - she fits this customer profile and always looks for quality over price. She is a busy young mum who likes to look good. However, it’s not just busy trendy mums that we see as your target market. Meet Shauna - she’s just out of uni and works in PR. She still lives at home and is attached to her mobile and other devices. Shopping online is second nature to her. She loves to read up on reviews to ensure she's up to date with latest trends.
By building these customer profiles we are putting ourselves in your target market shoes.
Kate’s journey to discovery starts when she sees an advert for Tonacity on TV, which reminds her that she needs to get some hair colourant. She then Google’s Tonacity on her laptop. She finds the Tonacity website and watches a YouTube video about applying Tonacity. The following morning on the way to work, she reads an article about Tonacity on a high-profile beauty blog on her mobile. She also clicks on Instagram to look at some photos.
From everything she’s read she realises that Tonacity is only available at exclusive retailers’ so she opens the John Lewis website and clicks on the banner ad featured on the homepage. Kate purchases Tonacity in her favourite tones via the John Lewis site. Post purchase John Lewis sends her an email confirmation including a link to a how-to video, hints and tips for before you colour your hair and a promotional message “Share your before and after pictures on the Kleur Tonacity Instagram page to win a prize”.
The product is delivered as advertised. Instructions are included. She carefully reads the instructions and uses the video before applying the product. Both are very useful. After washing and styling her hair, she looks in the mirror and finds she has to get used to her new look at first, but she is genuinely happy with the result.
Kate remembered to take some before and after pics and shares them on the Kleur Tonacity Instagram page – building more great content.
The Kleur Tonacity content will underpin our entire marketing strategy. The underlying theme is about taking control and creating your own personal experience as the hashtags illustrate. Throughout our paid and owned campaigns we will establish Hero, Hub and Hygiene content.
We will use a mix of emotional, inspirational, rational and educational content. Our emotional ‘hero’ content will focus on the primary character – a woman who has the confidence to take control of her hair. We will do this through episodic storytelling of what she does and how it makes her feel, what she can achieve and where her new look lead will to.
We will inspire people through imagery and storytelling by using celebrity brand endorsements as well as stories about women’s own experiences of Kleur Tonacity and what a difference it has made to them.
We will help people with their decision to purchase with rational content. We want to drive awareness by educating them through videos and encourage our growing community to educate others. All this will inspire our community to share their experiences with one other and tell us about their own emotional journey thus building loyalty and advocacy.
Entertainment – competitions & quizes/Convince - sales
You would leverage the ‘Bought’ channels to gain prospects. The ‘Owned’ channels allow you to communicate with your prospects and customers. You control these channels and will populate them with relevant and consistent content as described earlier to attract your target audience. When customers who’ve used the product start talking about it on social media that’s when the ‘Earned’ channels kick in. Your customers promote the product for you and some of that will happen on your ‘Owned’ channels.
With the ‘Paid’ and ‘Owned’ channels it’s important that we remember that the content ultimately aims at what we want the customer to do. We want them to buy the product, watch a video, get a coupon, get the app and share their stories.
Previously, Kleur has used a mix of traditional channels to reach their audiences. As part of our marketing strategy we will provide more opportunities in the current market place and introduce new digital channels. However, we expect to continue with some traditional marketing channels as well.
Television is one of the greatest channels to use in terms of creating brand awareness; we will maintain a TV presence to target our audience whilst watching their favourite soaps etc. Budget permitting, we could consider a sponsorship deal with a relevant show or channel.
Press - As the target audience is likely to have an interest in fashion, celebrity gossip, etc., we will place adverts into selected publications that they may read whilst commuting or relaxing after a long day at work.
Out-of-home advertising such as billboards, bus stop posters and in tube/train stations will showcase the product while your busy audience is commuting to and from work or on their way to see friends.
PR – Sending off product samples to high-profile journalists to write a review about Tonacity, talking about the great features to an existing follower base. We would also send to lower-profile beauty/fashion bloggers and vloggers to inform their followers of our new product in order to raise awareness.
Experiential - We would also run ‘pop-up salons’ in selected retailers where potential customers have the opportunity to buy the products, giving themthe opportunity to experience the product first-hand and discuss it with experts.
In addition to the traditional marketing channels, digital media will allow us to have greater reach to an in-market audience. We will use the following as part of our revamped strategy:
The target audience will be tech-savvy and likely use social media to keep in touch with friends and current trends. Placing value-added social posts here will pique their curiosity and desire to learn more. Once we have identified our target audience, or those likely to purchase, we will serve them personalised ads on any websites they choose to visit throughout their day, or even mobile in-app ads. This is called Programmatic Display Advertising.
Cheaper than traditional TV, and better suited to the money-rich, time-poor audience we are aiming toward, we will place video ads on specially selected shows on On-Demand video platforms.
We will sponsor an existing YouTube vlogger that has an already-established subscriber base, giving top tips and reviews of the product, in addition to their normal content. This is rapidly becoming one of the largest platforms and we need to capitalise on this.
We will have our own app where the user can virtually ‘try on’ a new hair colour in addition to tips, tricks and extra discounts on our product range. We could also use this to build loyalty and offer some sort of ‘points’ scheme.
All of our OOH and Print advertising will be QR/NFC equipped, taking the customer to the app download.
Let’s remind ourselves of the key objectives that are driving the creative.
Our objective is to develop a marketing proposal for the launch of a new female beauty product - Kleur Tonacity – which drives awareness, evaluation and sales in addition to building loyalty and advocacy.
Putting the product in context – with a price of £24.99 it sits between the quality hair salon and existing home-colouring kits. There are no direct competitors.
Our customer is a busy working Mum with a disposable income, but a lack of time. Our alternative customer is a young woman who still lives at home, is in her first job and loves all things digital.
To position the product in the market we recommend publications to include Vogue, Marie Claire, Good Housekeeping; retailers with an exclusive cachet including John Lewis, Selfridges, Debenhams and HOF in an existing or new haircare section. The product will NOT be available in supermarkets or chemists.
Comparable brands are Aveda, Clinique and Chanel. Therefore, the route must offer a sense of quality, a luxury experience.
So, route one is about clean lines, sophistication, exclusivity, a premium product that builds on the brands she loves. The tone of voice will also exude luxury, elegance, exclusivity and sophistication.
We will have an own-able identity, unique in the market place, targeting what ‘she’ wants from a multi-tonal hair product - what she expects and her perception of this unique product.
Route two is about creativity, opulence, cutting edge design and innovation - what she wants to be famous for. The tone of voice reflects this in its creativity, dynamic colour, crafted design and innovative ideas.
The rationale is that both routes offer a sense of quality and luxury and will transition across other leading brands whether that’s in a retail space, publication, mobile or online.
Whichever route is chosen, it will be applied across the integrated marketing campaign.
Traditional marketing still remains the most expensive form of communication particularly for TV followed by OOH.
All of the media in this table include production costs.
As there is a heavy weight of TV behind this campaign, a larger portion of the budget had to be applied, especially for launch (about 300 TVRs – 3m impressions) to ensure it gets the cut through.
There will be additional digital support through ‘earned’ as our PR agency and partners will amplify the product launch through their channels and therefore increasing our digital presence by a further approximate 6%.
We will also be using digital display OOH, as well as print, around shopping malls.
This media plan does not included cost for building the website. The 4% budget for website content updates regarding Tonacity and the Tonacity app.
We now have greater connectivity and technology empowering consumers. Equally, we are able to measure and evolve marketing campaigns to better target consumers using their feedback and behaviour patterns.
The above-the-line channels will be measured by brand awareness via services such as Brandwatch and YouGov, where we’ll be able to measure awareness and benchmark it against comparable brands. Display and search ads are extremely targeted and measurable and we will have more visibility to change these depending on results. Furthermore, social media is highly measurable and flexible, meaning we can use multiple messaging to target different customer segments.
One of the key measurements will be sales in the selected stores, which we’ll be able to accredit to the various channels by using promo codes and vouchers redemption codes.
This comprehensive strategy will utilise the digital and traditional channels to drive awareness and create an inspirational brand story that encourages evaluation and consideration. Using digital channels to listen to our target market will allow us to bring them into the story, using their experiences and views to build great content and build advocacy leading to increased sales.