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.

1. EXECUTIVE SUMMARY
KLEUR TONACITY
KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 1
Drive awareness and generate
conversion and loyalty to new
Kleur Tonacity in the UK market.
–Explain who is our target group, who
are they (media usage habits, etc.)
and how many (look into demographics
in UK).
–Explain who we compete against
directly (cheaper hair dying products)
and indirectly (saloons) and what is the
unique selling proposition of our
product and the key message that we
want consumers to remember
about our product.
–Explain how we want to move to the
traditional 70/30 split of TV/Magazines
to include digital in the mix while
securing reach and impact.
Engage our consumers through their
decision journey using a high
reach/impact multichannel
communication strategy.
–Explain that we have looked into our
target consumer decision journey and have
clear understanding of the importance and
role of the different touch points (mention
1/2 key touch points at each stage).
–Explain the preferred selected media mix:
50% TV, 20% digital and 30%
magazines and the reason behind it
(magazines remain the highest
affinity/impact touch point, TV is high reach
but low impact and online helps driving
reach while boosting impact).
–Explain the effect that the chosen media
mix has that it has in reach
(+6 percentage points) and impact
(increase in message memorability,
likeability and brand recall).
–Explain the rationale behind the creative
direction and how will we combine brand and
user generated content to drive engagement
and remain relevant to our target consumer.
Our optimized media mix will increase
the campaign’s reach and impact
while driving engagement
and conversion.
We have defined a set of KPI’s
to measure success and
effectiveness of each of the key
campaign touch points.
–List the agreed KPIs for the different
touch points
CHALLENGE
APPROACH
IMPACT &
EVALUATION

2. CURRENT SITUATION AND PROBLEM STATEMENT KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 2
Going to the salon for professional hair colouring is time consuming and expensive.
For women that are busy juggling their jobs, families and their social lives this means that they might not always look
as good as they possibly could. As a result, the perception that others have of them, their self-confidence,
or their purses, may suffer.
They need a product that they can be easily applied at home, whenever they want,
that will guarantee a salon-lasting, multi-tonal effect.
Our target customer is a time poor, income rich, working UK woman, aged between 30 and 60, who likes looking
and feeling her best all of the time. This is a digitally savvy group, spending 10+ hours per week browsing the web,
increasingly via their smartphones.
Digital channels (for engaging and selling) can introduce these women to Kleur Tonacity, a revolutionary
salon-quality home product, that’s also competitive in comparison to salon prices. They will understand how great
their new hair colour will appear without the risk associated with pre–existing, and inferior, products and mostly
without the trip, time and high costs of going to the salon. And buying online the can also cut department store time.
This will make a lot of British women happier and will drive Kleur Tonacity awareness, trials and ultimately
purchases, leading to brand loyalty and advocacy.
Making professional hair colouring at home easy and convenient

3. DYNAMIC CONSUMER JOURNEY KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 3
STIMULUS
Traditional
and digital media,
experential
-Style mags
-Television
-Display ad banners
-Adwords leading
to a unique landing page
-Online relevant blogs
-Online influencers
discussing product
-YouTube videos
-FaceBook adverts
-Twitter adverts when
looking at beauty teeters
-Mobile and tablet ads
TOUCHPOINTSBARRIERS&TRIGGERS
ZMOT
Web
FMOT
Dept stores
(perfume-skincare)
andonline
SMOT
Home application
UMOT
Online and
experential
awareness
consideration
evaluation
purchase
experience
(pers.satisfaction,
effectonothers)
-Official website, forums,
-Tutorials on website (owned-limitless)
-Tutorial YouTube videos
-Reviews on website and social media
-Social media buzz
by others (comments, shares)
-Site comparisons
(uncontrollable-earned)
-YouTube videos by YouTube celebs
-Social media (discussions, adverts)
-App in which consumer can create
an avatar to check their look
-Instore and online advisors
-Package+qrcode+iphone
-App for color check
-Pop and window
print/video display
-Guerrilla intervention
(out of store)
-Retailer sites
-CRM
-Online advisor
-Effective and friendly
instruction sheet
-Colour application instrument
and product
-Assistance call number
-Social media, forums
-Wom
-Customer created content
-Newsletter
-Loyalty/advocacy
promotion scheme
BARRIERS
-Not heard of a superior
home hair colour kit
-No brand awareness
TRIGGERS
-“I could save
a lot of money if I could
dye my hair at home”
BARRIERS
-Who is Kleur?
-Why Tonacity
-What do others think
-Many other brands
such as Toni and Guy
TRIGGERS
-With Tonacity you get salon
coloring for at lower price
-“Mmmm, lets have a look”
she says as she seeks
info from her friends
and the internet
-Buzz in the internet
BARRIERS
-Risk that the product
won’t do its job
-Inability to understand
how the product works
TRIGGERS
-Value for money
-Special offers
-Explain functionality
BARRIERS
-No validation that it worked
-Problems faced when applied
TRIGGERS
-Stay connected with them
-Share tips and suggestions
BARRIERS
-No reason
not to switch brands
-Probs along the CJ
TRIGGERS
-Stay by the side of our
customers
-Reward them for
their loyalty
loyalty
advocay

4. CREATIVE KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 4
STIMULUS/ZMOT/FMOT/UMOT
USERGENERATED
PRINTPOPVIDEODISPLAY/ONLINEANDOFFLINE
STIMULUS/ZMOT/UMOT
FaceBook/
Instagram competition:
Colours We Want
users photograph
nature elements
to show
what new colours
they want.
Vine video
competition:
Creativity at Work
Applying TONACITY,
users can
sing, act, dance,
or even better,
be creative in
their own way.
FMOT
Shop window
interaction:
webcam + kinetics
+ giant screen
implementing the
app experience
on giant screen
(day and night
engagement
of street walkers).
CREATIVE STRATEGY
The women
we are targeting,
let’s face it,
suffer from the
frustration
that they have
high income but
little time
for family and fun.
This creative strategy
wants to make them
forget for a while their
frustration through
humorous messages
(see the 3 ad themes
at near right).
The same effect
will be achieved
not only by seeing
but also by doing
and having fun
thanks to an original,
creative and engaging
series of
user-generated concepts
(see 3 themes
at far right).
Hairdressers will start getting “nervous”
for numerous appointments cancelled.
More serious issues to take care of
rather than going to the salon.
Nostalgic of days when
women had time for the salon.
Package
with QR code.
Photo of hair is
on back.
Download now
the free
tonacity app
that helps you
see yourself with
our colours before
application.
You can also
send the pics
to friends!

5. +
MEDIA MIX RELEVANCE - REACH & QUALITY KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 5
FOR THE TOTAL ATL INVESTMENT OF 7 MILLION WE SUGGEST AN OPTIMIZED SPLIT OF 50% TV, 20% DIGITAL AND 30% PRINT.
DRIVING HIGHER IMPACT AND +6 PERCENTAGE POINTS IN REACH.
COMMENTS: CALCULATIONS MADE WITH THE YUME REACH CALCULATOR BASED ON A WOMEN 35-54 TARGET
PRINT: LYFESTYLE MAGAZINES
INVESTMENT: 2 MILLION
TRADITIONAL SCENARIO
100% TV
29.9% 34.6% 36%
90% TV + 10% DIGITAL 70% TV + 30% DIGITAL
CONSERVATIVE SCENARIO AGGRESSIVE SCENARIO
INVESTMENT: 5 MILLION
TV vs. DIGITAL
Despite its limited reach, Print (Women magazines) remains
the media with the highest impact, affinity and purchase
conversion for our target group. Therefore suggest full
visibility all year round and believe we should maintain the
relative weight of this touch point in the media mix .
Despite TV has the highest reach by far, its impact is lower. It
is proven that a multi screen strategy increases the
memorability and conversion rate of a campaign while
securing its reach. We recommend to shift part of the strong
TV investment to digital. See optimized mix below.

6. - Working busy mother
- Economically savvy
- High incomer
- Tech Savvy
- Cares about appearance and quality
- Time saving mom who like shopping
- Watch TV series
- Listening to radio before, during and just after work.
- Moms influence each other
- Most of them are over 35
- Fond of following brands, news and celebrities
- Affected by celebrities
- UK Millennial moms are 20% more digital than Generation X moms
Source: 2012 UK media Mom
Source: 2013 UK Social Media Mom Report Source: 2013 UK Media Mom Report
Source: 2013 UK Social Media Mom Report
MORE AND MORE WOMEN USE INTERNET, EMAIL AND SOCIAL MEDIA
SOCIAL MEDIA
50% USE OTHER PLATFORM (EACH)
80% USE FACEBOOK AND YOUTUBE EACH
88% OF UK MOMS USE SOCIAL MEDIA (MOST OF THEM BETWEEN 18-34)
OUR TARGET WHY DO WOMEN FOLLOW BRANDS ON FACEBOOK?
USE OF INTERNET, EMAIL AND SOCIAL MEDIA
WHAT MOMS DO USING THEIR MOBILE PHONES
AVERAGE DAILY TIME SPENT FOLLOWING MEDIA
0,1 NEWSPAPERS
0,2 ONLINE TABLET
0,9 RADIO
1,4 ONLINE SMARTPHONE
2,4 PC
3,3 TV
67% TO GET INFO ABOUT OFFERS AND DISCOUNTS
43% TO FIND OUT ABOUT NEW PRODUCTS
19% FOLLOW BRANDS THEY ALREADY KNOW
17% TO ENDORSE THE BRAND TO OTHERS
58% USED A MOBILE COUPON
39% SEARCHED FOR PRODUCTS
34% TEXED OR EMAILED A PHOTO OF A PRODUCT TO SOMEONE ELSE
24% USED A RETAILER SPECIFIC APP
23% SCANNED A PRODUCT CODE
13% POSTED TO A SOCIAL MEDIA SITE ABOUT THE PRODUT
50% AVOIDS ADS ON TV
36% AVOIDS ADS ON SMARTPHONES
14% PAY ATTENTION TO ADS
MEDIA MIX RELEVANCE - USAGE HABITS KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 6

7. MEDIA MIX RELEVANCE - THE ROLE OF DIGITAL KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 7
SHIFTING 30% OF THE TV INVESTMENTS INTO DIGITAL WILL ...
INCREASE THE CAMPAIGN IMPACT1
MAKE IT MORE INTERACTIVE AND RELEVANT3 IMPROVE ITS PURCHASE CONVERSION4
MAKE IT MORE VISIBLE AND ACCESSIBLE2
Source: PWC, Measuring the effects of online advertising. 2010 Source: PWC, Measuring the effects of online advertising. 2010

8. METRICS FOR MEASURING CAMPAIGN SUCCESS KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 8
STIMULUS
Traditional
and digital media,
experential
-Adwords leading
to a unique landing page
-Online relevant blogs
-Online influencers
discussing product
-YouTube videos
-FaceBook adverts
-Twitter adverts when
looking at beauty teeters
-Mobile and tablet ads
-TV and stlyle mags
-Display advertising
TOUCHPOINTSMETRICS
ZMOT
Web
FMOT
Dept stores
(perfume-skincare)
andonline
SMOT
Home application
UMOT
Online and
experential
awareness
consideration
evaluation
purchase
experience
(pers.satisfaction,
effectonothers)
-Official website, forums,
-Tutorials on website (owned-limitless)
-Tutorial YouTube videos
-Reviews on website and social media
-Social media buzz
by others (comments, shares)
-Site comparisons
(uncontrollable-earned)
-YouTube videos by YouTube celebs
-Social media (discussions, adverts)
-App in which consumer can create
an avatar to check their look
-Advisor online and offline
-Advisor online and offline
-Newsletters
-CTR, Opening Rate
-Package+qrcode+iphone
-App for color check
-Pop and window
print/video display
-Guerrilla intervention
(out of store)
-Retailer sites
-Live Chat
-Effective and friendly
instruction sheet
-Colour application instrument
and product
-Assistance call number
-Social media, forums
-Wom
-Customer created content
-Newsletter
-Loyalty/advocacy
promotion scheme
METRICS METRICS METRICS METRICS
loyalty
advocay
- website hits
- keyword search
- referral sites
- organic search trend
- shares and likes on the
beauty blog and videos
- media impressions
- no of subscribers
-impressions
- brand recall
- social volume
- site visitors
- new visits vs. recurring
- time on page
- bounce rates
- youtube views
- tutorial views/shares
on website
- no of app downloads
- sales growth percentage
for a specific time scale
- QR code scans
- app usage
- video/print display
impressions
- no of leaflets claimed for
service/discount exchange
- causal attribution
- cost per acquisition
- entrance sources
- people who asked for more
information
- public surveys, reader
surveys
- measure conversions
- look at social conversations
and find out if there has
been an increase in
social mentions
- no of satisfacion
questionnaires filled in
- brand favorability
- purchase intent
METRICS
- measure who has
referred, testified
- survey
-tracking clicks on emails,
subscribers, coupon
promoting tracking
- brand consideration
- sentiment analysis

9. 71% of women research purchases
online before buying offline.
Educating the consumers and in-store sales personnel.
Getting the consumer attention and enhancing the
shopping experience.
Reaching the customers at the time of decision
in order to reach a successful digital in-store media
- Number of claimed printed coupons
- Number of claimed e-coupon
- Questionnaires and survey pre and post purchases
- Loyalty scheme
- Qr code on in-store banners & displays
- Mobile app hair colour scan and check
- Mobile app local retailer search
A PROPER IN-STORE STRATEGY CAN BRING
UPLIFT IN SALES FROM THE 19% UP TO 145%.
70% of shoppers make purchasing
decision in the store.
BUT...
DRIVINGIN-STORESALESIN-STORESALESMONITORING
IN-STORE TRAFFIC AND SALES KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 9
OUR TARGET
MORE AND MORE SHOPPERS ARE USING THE WEB AS A VIRTUAL SHOP THEN BUYING THEIR GOODS ON THE STREET
Source: Point of Purchase Advertising Institute
90% of consumers haven’t
interacted with any retailer’s
Facebook, Twitter or mobile site.
Source: GSI Commerce Survey, Forrester Research
30% of shoppers are more likely
to buy when interacting with a
mobile website, app or service.

10. APPENDIX
DETAILED MEDIA PLAN
KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 10
OUR TARGET
HOW TO WIN
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN A&P %split
Activities around products Link:SOB
Launch product
Marcom activation (based on RCQ learning’s)*
ATATL PR x 3%
ATL TV (content + media) x 5%
ATL Print (trad media) x 10%
ATL Digital (cont + media) x 10%
Official website x 10%
App x 10%
Social media x 10%
Search (digital) x 10%
In store: demonstration x 5%
In store: displays x 10%
In store: category mgt x 5%
Exhibitions/shows/events 2%
Sponsorship 5%
Professional marketing 5%