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01 introduction

Contents

02 03 04 context

01 aims and objectives

big idea

02 summary of key insights / research / pest / swot 03 unique / the need / brand positioning / perceptual map / consumer

creative concept

04 visualisation / brand model / distinctiveness 05 target audience / communication tools / message / time line 06 final thoughts / conclusion 07 bibliography / reference / illustrations

05 06 execution

summary

07 appendix


Imagine being uplifted into a spiritual abundance daily, where all your troubles and stresses could be released and for that single moment you could escape into a place of serenity. That is Three Decisions. As a fragrance brand it can offer you an uplifting experience readjusting your state of mind with each spritz of scent. At Three Decisions we have the objective to educate the busy career women on what smells can enhance her activity throughout the day by using our 3 products. Our scents are should be incorporated into our consumers’ daily lives allowing them to seek all benefits they demand. Original ideas were produced by health and fitness trends from the Trend Hunter (Hunter, n.d.). Leading us to using recipes from traditional Chinese natural healing remedies and in doing so we created the leading perfume for 2015 – not only sensational in smell, but highly beneficial too.

introduction 01

02 context Investigating the main sociocultural trends for 2015 allows us to understand what is happening in the national and global wider picture. Looking at macro-scale trends we conclude that technology, money, fitness and health are going to be our main vices in life for the next few years (Hunter, n.d.) Progressing with this insight we can discuss which topic could be well fortified within the perfume industry and which one has more prosperous means for research interrogation. Choosing fitness and health as our main point of focus at this point, due to us all holding a considerable amount of prior knowledge to this subject over the others, we can begin the context stage. We already understand as a team that obesity is a large spread pandemic and quick research concludes

that one in four adults suffer with being severely overweight (NHS, 2014). On developing our knowledge about weight loss, dieting and healthy eating, we learn that ‘in England, the prevalence of obesity among adults rose from 14.9% to 24.9% between 1993 and 2013. The rate of increase has slowed down since 2001, although the trend is still upwards’. (England, 2010) Politically we recognise the government’s recommendation of eating 5-a-day has been implemented to us from a young age giving us understanding of BMI count, half an hour exercise a day and other government fuelled recommendations. (NHS, 2013) Living through exposure of celebrity culture and fad dieting trends, we also know about the extreme repercussions both can have.


However, what we aren’t already educated on the main trends for this year on how to overcome these major health issues and to stop or reverse the adverse effects of being overweight. Narrowing research further we can now concentrate of insights concerning health and wellbeing. Turning to a report called “Fitness Trends for 2015: What’s Driving the Market” (Butz, 2014) we found that yoga was named one of the most evolving fitness trends predicted for this year. The report states that ‘yoga is exercise that unites the mind, body and spirit’ (Butz, 2014) which stimulates us as a team to think of other ideas surrounding fitness which reiterated the spiritual aspects of the mind and body. Gathering our thoughts to Pilates, spiritual well-being, natural remedies, herbal supplement and healing trends (Stones, 2014), holistic treatments and Chinese nutricosmetic supplements. A quick internet search results in enlightening that ‘more of us, especially those of us who are in our 30’s enjoy the wildly different experience of seeing a practitioner of complementary medicine, or holistic therapy’ (Mitchell, 2007) This really pinpointed us in our research lines using an Asian health and wellbeing emphasis.

fig 1 : insight moodboard, 2015, Charlie-rae Legge

PEST MODEL Environmental Political -be up to date with trades regulations -not use harmful chemicals in production The Chinese health and wellness market has developed considerably and is expected to grow over the next five years. (Summerfield, 2014) The likelihood of this trend reverting into British territory is of high probability as adapting mixed cultural habits is a common popularity. Predictably this will spark business opportunities throughout the world, according to a new report released by the Boston Consulting Group (BCG). They also consider that the value of China’s emerging health and wellness market will climb to nearly $70bn by 2020 (Summerfield, 2014). We can conclude that China’s health market is emergent and we have to consider how to reflect remedies of the mind, body and soul (fig 1) into a fragrance industry. Collectively as a team we agree that our brand would be one that enhances your emotions through scent as its proven in a report by Social Issues Research Centre (SIRC) that ‘smells can evoke strong emotional reaction’ (Fox, 2014) , in which 100% of our consumers agreed throughout our questionnaire. We now pondered on how to combine the two. We want to create a product that makes you feel better and enhances your state of mind through aromatics.

- not advocate body image preferences within advertising, that could be deemed controversial

social - we are influenced by healthy living so our brand will be advocating health and fitness - following the trends for duration of our brand life, as the idea is based on trends for 2015 - how will our brand keep up with the time? - we will not test on animals

- recycle waste packaging / we will not export waste into water or anywhere else deemed inappropriate - fair trade in our brand manufacturing, don’t exploit workers, through pay and physical treatment - we won’t celophane wrap our boxes, leave raw card and don’t package boxing - leave minimal and environmentally friendly

technological - we will use the latest social media that fits our consumer best in communication - the creation of scent within factory will be using latest technological advances in manufacturing - understanding how to create a fragrance that has pharmacutical affects - will need testing and advance knowledge - mixed media communication channels

fig 2 : PEST model, 2015, Charlie-rae Legge, influenced by (posner, 2011)


SWOT MODEL

fig 3 : swot model, 2015, Charlie-rae Legge, influenced by (posner, 2011)

strengths

weaknesses

- fully researched idea that holds validation from its macro trend insights

- a trend driven product on health and wellbeing, if the trend doesn’t hold longevity will we survive?

- nothing currently on the market that offers a trio style product : that fits whole persona, not just day/ night

- do we know enough about consumer choice and footfall process in purchasing? how will we ensure this is something that they will buy even if there is a demand for it?

-beneficial to consumers mind set

- collaboration with well established health and fitness brands, such as nike, innocent smoothie, herbalife, juice+, naked bars etc. This would promote a whole lifestyle choice in caring for your body inside and out - events that relate product to real life scenarios - yoga events that match our insight - expand from a 3 product range to a 5 or 7 product range, that fits other emotions and mind sets, eg, love, or when ill - lavender and healing scents

opportunities

- it could be harmful on the skin if using medicated approach

- not being a large company - will we hold prescence in a large industry - fighting to survive through competition, if only featured within a department store - small budget, will we be able to supply in comparison to demand - people might not be interested in our product as they may not believe it works - others releasing similar product

threats

03 big idea On prioritising this information, Three Decisions now need to create a hybrid between our findings around spiritual wellbeing and the perfume industry. Regarding attitudes towards fragrance purchasing, it’s apparent that 25% of users agree they are overwhelmed by the choice out on the market, (Libby, 2014) allowing us at Three Decisions to infer that consumers would prefer more personally suited scents to them instead of having to choose from the vast amount already widely available. How could we think of ideas that allowed personal approach to consumers’ busy lives and put it all in one place so they didn’t have to choose whilst still creating a scent that enhances their mood, benefiting them on their application of scent? Our main ideas are as follows:

On our own quest we found that 80% of people asked said they use different perfumes for different situations, suggesting users own more than one bottle variety. When asked if they would be interested in buying night/ day/weekend perfumes 60% said they’d prefer if they were sold in a set whilst 40% said individually. We also posed the question of how important the ingredients and scents are to the consumer over the brand. As we are a fragrance brand that hope to benefit our consumers through use as well as deliver pleasant smells, we need to know if consumers would be interested in the scents involved; 70% admitted that scent and overall use of the perfume was more important than the brand they were buying from.

1. A fragrance set that included day/ night/weekend perfumes that all encourage an uplift to your mood for those different lifestyle stages of routine. 2. Different scents to match different women lifestyles enhancing their mood throughout the day – 90% of women asked in our questionnaire said they would be interested in a product that enhanced their state of mind through fragrance. 3. A set of fragrances that matched different mind sets, busy, ill, calm, energetic, upset, happy etc. Perhaps a set of 10 small bottles that you use for different occasions. Taking the most feasible ideas above, we can develop them via qualitative research consisting of a questionnaire to a female adult database.

fig 4 : questionnaire analysis, Beth o’brien, 2015


perceived value: warranty altering

IDEA: to create three fragrances that enhance our consumers state of mind throughout her daily routine.

actual/expected product: good quality

clean

3 products

formal

Generic product: ÂŁ45 perfume smells good does as it says

enhances mood minimal aesthetic organic health/wellbeing It was clear our original secondary insights do hold relevance in conjunction with our ideas. The results show that there is high percentages of interest in a set of fragrances that alter your mood and overall wellbeing. These results are what we essentially needed in forwarding our idea generation to create an impactful brand message. We now had validation to underpin our thoughts.

fig 5 : product concept model, 2015, Charlie-rae Legge, influenced by (posner, 2011)

the best you

product concept model


Unique selling point opportunities (Posner, 2011) for our brand is our ability to sell fragrance sets for multipurpose occasions. Looking at the existing products on the market we found no sets of this kind in John Lewis, Superdrug, Boots or House of Fraser. We concluded that the majority of brands have diffusion lines of one best seller fragrance or have released multiple fragrances for day wear or night wear. Awareness of our positioning within the masstige market in between middle and luxury sales allows us to sit as accessible but with a luxurious aesthetic and tone of voice that will match our consumer. ‘The tactic of positioning is creating company images and designing the company’s products and services or value offering so the segment’s customers

PERCEPTUAL MAP

CONSUMER PROFILE fig 7: consumer profile x 3, 2015, charlie-rae legge fig 6: perceptual map, 2015 beth o’brien

The consumer group we want to communicate with is the group of career females who are consistently on the go on a daily basis and have little time to treat themselves. She is conscious of what she looks like, how she dresses and her scent. This lady does not have children, nor a partner but focussed on work.


mature Having a clear idea of who we are and what our service is it is now time to start creatively branding our products. Starting with a brand name and logo thinking about our concept and how this could be put into words to communicate best to our audience. Looking back to our competitors and the aesthetic of our consumer we can search for ways to create visual codes for our brand. Minimal harmonious colours seem most prevalent within our consumer mood board and this allows us to produce a monotone colour scheme which executed clean, smart and formal values. If our brand was a personality it would be controlled, organised, focussed, intelligent and sophisticated.

minimal smart dedicated

formal well dressed

fig 8: consumer profile mood board, 2015, charlie-rae legge


price

product

pricing our fragrances at £45 each allows them to be ‘desirbable in the eyes of the consumer’ (ogilvy, 2007) as it is a little higher than other retail prices within this segment of the market - ours will be a treat to the lady who wants to indulge.

three individual fragrances that enhance your state of mind throughout your daily routine.

worthy investment

1 - an energising scent that uplifts and invigorates the spirit (DAY) 2- a relaxation scent that helps to unwind and destress (WEEKEND) 3- a creative scent for the playful and imaginative mindset (NIGHT) not to be sold as a set - it is the consumers choice on what she thinks will best satisfy her desires

place

to be sold on concessions within large beauty department stores: John lewis, house of fraser, boots, debenhams, british home stores, selfridges, marks and spencer. the aspiration being that once found out comfortable selling profit margin then three decisions will then open their own independent store.

MARKETING MIX fig 9: marketing mix, charlie-rae legge, influenced by (posner, 2011)

promotion sliding scale discount : buy all three for £90. this is a buy 2 get the third free offer. This will be a long term promotion and encourages women to use the three scents routinely not adapt to one - otherwise you won’t receive the benefits. free fragrance scented necklace during launch of brand. email promotions to those who sign up. social media competitions and events that combine concept with practicallity

04 creative concept In order to utilise our thoughts into the best finish we could achieve, we want to collaborate with graphic designers. To help us cement our thoughts, we look at existing luxury brands on the market. We noticed a trend in name being secluded into a sharp square or rectangular bordered box in black and white. A trend recognised in type and font was sans serif fonts being most popular among graphic designers according to online site ‘Add This’ (Anon., n.d.) By using a bold and declarative type face it gives the name confidence and intelligibility.


BRAND WHEEL fig 10: brand wheel , 2015, charlie-rae legge f: proo / rt adve / o vide e r o inst hure broc h on st c ra / rea / click al tim cho plin soci h/ roug es e, ice e: h t yo , y you sal ur ou r pos / sc r en t look clea : smart n / / und / minima l er s tat / ori enta ed l influ ence mid : ion 45 sit ry £ with P o p xu S nt lu ista rs, U nt s e o n co petit r sc istic u l m co ing o teria , it be ed ma n ’t a ne y ca ife n l l is or l ica your d me nce ha en

Values : honest / authentic / pure / simple

n ca r we ou t a ey d h g in : t an f m ef h o li p c te e b el ta h s

ure mat / : nt ave beh tellige ding / in rstan are c e und ener / th t al / lis ut he abo talk : fo / pol rmal ite soph istic / ate / elab orat e

to like d o : an wh on visi omen ically may w t apy ing olis ork ves h mather their w el o sy er ily t bu r them s of ar to alt eir da a h t t th e fo ces ean car ugh m agran ughou r o o thr our f d thr ney. n r e i u s m u jo of e t sta

Settling with “Three Decisions” in a Media Gothic typeface, but when in logo form the Three will be replaced with the three lines. These are the Chinese symbol for the number 3 – thus incorporating all our brand beliefs from research to insight and conceptualise the Chinese influence through name, this is what Ogilvy called a ‘descriptive brand name’ he continues that these names start with sales appeal, but are too specific for subsequent line extension. (Ogilvy, 2007) Deconstructing the name of our brand, the lexis ‘Decisions’ deciphers our service, implying that the customer has choice in their day and has to decide which archetype character they will be today. Are they energetic and on the go? Or calm and relaxed? It’s their choice.

The process of naming the three scents is our next step to develop, applying three words to a thesaurus, looking for names that all coherently sound grouped yet also work individually in explaining the scent meaning, is a difficult task. From the words energy, creative and relaxation we discovered Allure, Ardor and Alleviation. Using the letter A to link them all in an alliteration form they all have united splendour.


We want to reiterate the narrative of choice throughout our strap line using three short sentences that enhance our brand theme of the power of three. These sentences should ask the consumer what they want, how to use our product and how we can help them.

“ ”

BOTTLE IDEAS

At Three Decisions we understand that ‘products, like people, have personalities and they can make or break them in the market place. The personality of a product is an amalgam of many things – its name, its packaging, price, the style of its advertising, and, above all, the nature of the product itself.’ (Ogilvy, 2007) Keeping the whole aesthetic coherent is what will mould our brand together and create success. We took inspiration for a minimal design from modern prescription style bottles from anti-capitalism no fuss brands such as Aesop.

fig 11: bottle ideas , 2015, Beth o’brien, grpahics booklet


05 execution

fig 12: final product, , 2015, graphic designers

These are perfect for showing what we really are as a brand. Three Decisions feel that our creative visual designs really epitomise our meanings as a company. (Crow, 2003) The packaging executions show our values and insights relating constantly to Asian culture expressing the high importance of the health and wellbeing influences from that geographic. We consistently strive to achieve quality and this is reflected in the glossy, well perfected yet simple designs we portray ourselves with. They communicate to our consumer most prevalently as this is something she would be interested in using as a service not only on a commodity level. The materialistic attitude is removed from our product as we provide a duty of care more so than a glamourous add on. We kept packaging minimal and neutral utilising lots of white space and embossing. The boxes feature the name, selected colour palette, logo and brand name to keep our consumer informed and for us to be honest and approachable in our executions. It also consists of 3 cross sections of cherry blossom trees embossed through the front. The blossom trees when placed together form one large image of the whole tree – this keeps the trio aspect consistent and united in one visual code. From birds-eye view the boxes feature the same colour pallet from the spray bottles themselves and have information such as price, barcode and ingredients on the back. The graphic design team utilised our information to the best of their ability and produced some really effective designs that portrayed our brand message explicitly. Communicating the need for finer things in life is something that the target audience would appreciate and by using minimal outer packaging they will immediately be drawn to the alternative on the market. It’s in her nature to want something well designed, organised and simply clean therefore will desire the look of our products.


MARKETING FUNNEL

fig 13: marketing funnel, 2015, charlie-rae legge

CONSUMER DIARY

01 awareness .. 02 outdoor print adverts have our name and website consideration on them. Customers can .. find us easily on line searching us online .. .. there will be instore look at our social posters suggesting our media appearence in store soon .. .. ask questions in searches for us are sotre, try and easy as domain name is sample products coherant before puchase .. look at reviews online

03 action

.. happy with their trial so results in purchase .. follows our social media channels .. engages with our promotions (3 for 2 etc)

05 loyalty .. repeat purchases .. interacts with our social media .. sign up via email

06 advocacy .. spreads word, earnt media .. continur to purchase .. likes and fuels media buzz

fig 14: consumer diary , 2015, ellie smith

Ability to understand our consumer is something we at Three Decisions value most, in recognising the adverse behavioural effects undertaken when obtaining, consuming and disposing our products and services, we can deliver the best service to them. (Ogilvy, 2007) If we can underpin the customer’s daily routine, behaviours and motives then we can measure where and when best to target them with adverts of our product. Constructing a consumer diary is best to conclude touch points in which integrated media

channels we can access their thoughts and subconsciously be validated via their thoughts. Spotting that most time spent not at work is spent commuting to work or walking outdoors to tube stations then our marketing strategies clearly need to involve elements of outdoor marketing. We are using our advert through billboards, posters, bus stops and tube stations in and around London where our ideal consumer lives or travels to.


Moving onto promotional creative ways of employing our brand to consumers we communicate the element of three to our products within our dynamic format adverts and also visualise the consumer within them. This advert in particular was implemented 2 weeks prior to brand launch and remains standing for a further 4 weeks from then, giving this promotion strategy a life span of 6 weeks in total. This is to give our brand awareness to those it may target and act as a teaser for who we are and what we do, as it won’t at first be obvious – this then pushes our customer into the consideration phase of the marketing funnel as we will stimulate intrigue. As noted through the consumer diary, magazines are also a common point of call when trying to connect with our consumer. Therefore we will publish our adverts into magazine too. However, not this one as it doesn’t show clarity in our brand morals, values and objectives. Featuring three different adverts within magazines of our three separate fragrances will explain thoroughly our purpose. Commercial magazines we are to be featured in are Elle, Cosmopolitan, Grazia and OK. These magazines ‘market directly to the ultimate consumer, train the ‘fashion eye’ of the general consumer population and create demand for new trends’ (Gibson, 2010) as well as fitting our brands consumer demographic.

PRINT ADVERT

fig 15: final print advert , 2015, ellie smith


SOCIAL MEDIA

fig 16: advert installations, 2015, beth o’brien

fig 17: social media, 2015, nicole chen

Alongside print publications Three Decisions will advocate multiple social media channels. Using Instagram, Twitter and Facebook to communicate with customers. Our name online is easily found as Three Decisions is domain username for all our pages allowing us to be quickly found and searched by new customers. Our online profile and personal brand are just as important as our physical brand. (Gibson, 2010) Upon these sites are regular posts about lifestyle choices, up to date trends, events, competitions and new stock. Three Decisions has a very dedicated social media department in HQ with our main aim to communicate with the buyer or consumer in order to create a positive response. (Shaw, 2009)


IN STORE BROCHURE VIDEO SCREEN SHOTS An example of content shown on our Instagram page is this video that was released 1 day before our launch – this was teaser content on a countdown feature we had on our page for 3 weeks prior to the event. The video features a model in 3 outfits that fit each our fragrances, creating a dramaturgy (Bergstron, 2008) surrounding daily routing and the timing in which our product should be applied. This story line is continuous within the short film and is non-dramatic as we are an understated and formal brand – something extravagant and over the top would be unnecessary for our image. This cliff hanger content allows build up and media buzz to be generated around our release.

fig 18: video content, 2015, charlie-rae legge

fig 19: brochure 2015, graphic designers


TIME LINE fig 20: promotional time line, 2015, charlie-rae legge

july aug

The next 6 months are going to be a very exciting time for Three Decisions. Looking at this events timeline we demonstrate our plans and ambitions for the first launch of our product which will be we concessional within large beauty department stores like Boots, House of Fraser, John Lewis, Debenhams and Selfridges beauty hall.

summer is here and so are we, time to enter our competition online to win yourself the full set. 5 winners. opened in department stores mentioned promo event with nike women : yoga classes for free in and around london - to encourage a healthy mind set

sept

new academic year and time to start a fresh, we’re ofefering a city break to rome to our winner. our busy career woman deserves an end of summer treat.

oct

Time to wake up and feel refreshed, pop up freshen up stands in major uk cities. Featuring bathrooms, hair and make up stylists and wardrobe assistants.

nov

Christmas collaboration with innocent smoothie - to revitalise you and keep you healthy on those cold winter nights.

dec

christmas special - limited edition scent, designed to help keep immune system up and energy levels high. soothing and warm cinnamon smells that feel like home.

06 summary On noting our most current successes we will routinely check our social media platforms, our consumer footfalls and our marginal profits. In understanding consumers buying habits we can encourage a well-fortified structure to our store, which Three Decisions hope to open after a 12 month anniversary of brand. We had to make a SMART targets which were realistic in our expenses -we are a small company therefore couldn’t originally open a new store without customer trial periods in department stores first. We made our successes measurable through looking at reach on social media and sale percentages. Three Decisions have also measured their timings using the above time line for our promotional activity over the next 6 months and last but not least have been specific about their targets : educate the busy career women on what smells can enhance her activity throughout the day by using our 3 products. This aim being more than achievable if we continue to expose who we are and our core message that our brand can uplift your mind set and mental attitude.


REFERENCES ONLINE ..

ILLUSTRATIONS

Anon., n.d. Add This. [Online] Available at: https://www.addthis.com/ blog/2015/02/23/top-trending-fonts-forgraphic-designers/ [Accessed 19 05 2015] Butz, M., 2014. The North Western. [Online] Available at: http://www.thenorthwestern.com/ story/life/2014/12/06/healthy-oshkosh-planksyoga-training-among-fitness-trends/19902801/ [Accessed 19 05 2015]. England, P. H., 2010. Public Health England. [Online] Available at: https://www.noo.org.uk/NOO_ about_obesity/adult_obesity/UK_prevalence_ and_trends [Accessed 19 05 2015]. Fox, K., 2014. Social Issues Research Centre. [Online] Available at: http://www.sirc.org/publik/smell_ emotion.html [Accessed 19 05 2015]. Hunter, T., n.d. Trend Hunter. [Online] Available at: www.trendhunter.com [Accessed 19 May 2015]. Mitchell, S., 2007. Telegraph. [Online] Available at: http://www.telegraph.co.uk/ lifestyle/wellbeing/diet/3351957/Top-20health-gurus.html [Accessed 19 05 2015]. NHS, 2013. National Health Service. [Online] Available at: http://www.nhs.uk/Livewell/ fitness/Pages/physical-activity-guidelines-foradults.aspx [Accessed 19 05 2015]. NHS, 2014. National Health Service. [Online] Available at: http://www.nhs.uk/conditions/ obesity/Pages/Introduction.aspx [Accessed 19 May 2015]. Stones, M., 2014. Nutra Ingredients. [Online] Available at: http://www.nutraingredients.com/ Markets-and-Trends/Top-10-US-functionalfood-trends [Accessed 19 05 2015]. Summerfield, R., 2014. Financier. [Online] Available at: http://www.financierworldwide. com/chinese-health-and-wellness-market-setto-expand/#.VVSTkflViko [Accessed 19 05 2015].

FIG 1 : Insight mood board, 2015, Charlie-Rae Legge

NEWS ARITCLE/REPORTS ..

Libby, C., 2014. Men’s and Women’s Fragrances - Executive Report Summary 2014, UK: Mintel.

BOOKS .. Bergstron, B., 2008. Essential for Visual Communication. s.l.:Laurence King. Crow, D., 2003. Visible Signs. s.l.:AVA Publishing. Gibson, D. H. K. a. F. Y., 2010. Merchandising of Fashion Products. 1st ed. New Jersey: Pearson Education. Gibson, J. C. L. a. S., 2010. Guerrilla Social Media Marketing. 1st ed. USA: Entrepreneur Media Inc. Ogilvy, D., 2007. I Hate Rules : Ogilvy on Advertising. 1st ed. London: Prion. Posner,

H.,

2011. Fashion s.l.:Laurence King.

Marketing.

Shaw, T. J. a. D., 2009. Mastering Fashion Marketing. New York: Palgrave Macmillan.

FIG 2 : PEST model, 2015, Charlie-Rae Legge. Influenced by Posner (2011) FIG 3 : SWOT model, 2015, Charlie-Rae Legge. Influenced by Posner (2011) FIG 4 : Questionnaire visuals, 2015, Beth O’Brien FIG 5 : Product concept model, 2015, Charlie-Rae Legge FIG 6 : Perceptual map, 2015, Beth O’Brien, updated by Charlie-Rae Legge FIG 7 : Consumer profile, 2015, Charlie-Rae Legge FIG 8 : Consumer moodboard, 2015, Charlie-Rae Legge FIG 9 : Marketing mix model, 2015, Charlie-Rae Legge. Influence by Posner (2011)

FIG 10 : Brand wheel, 2015, Charlie-Rae Legge FIG 11 : Bottle ideas, 2015, Beth O’Brien FIG 12 : Final product designs, 2015, Graphic Designers

FIG 21 : Black Polka Dots

FIG 13 : Marketing funnel, 2015, Charlie-Rae Legge FIG 14 : Consumer diary, 2015, Ellie Smith FIG 15 : Print advert, 2015, Ellie Smith

FIG 22 : Cherry Blossom Tree

FIG 16 : Advert installations, 2015, Beth O’Brien FIG 17 : Social media mock up, 2015, Nicole Chen FIG 18 : Video screen shots, 2015, Charlie-Rae Legge

FIG 23 : Paint Swatch

FIG 19 : Brochure mock up, 2015, Graphic Designers FIG 20 : Promotional plan time line, 2015, Charlie-Rae Legge

FIG 24 : Pink Tornado (21-24 :all pintrest)


BIBLIOGRAPHY .. BOOKS ..

Bentley, I. N. a. R., 2007. Visual Research. s.l.:AVA Publishing. Berger, J., 2008. Ways of Seeing. s.l.:Penguin Modern Classics. Bergstron, B., 2008. Essential for Visual Communication. s.l.:Laurence King.

Easey, M., 1999. Fashion Marketing. 4th ed. s.l.:Blackwell Science. Gibson, D. H. K. a. F. Y., 2010. Merchandising of Fashion Products. 1st ed. New Jersey: Pearson Education. Gibson, J. C. L. a. S., 2010. Guerrilla Social Media Marketing. 1st ed. USA: Entrepreneur Media Inc. Hegarty, J., 2011. Hegarty on Advertising. London: Thames & Hudson LTD. Jute, A., 1996. Grids the structure of graphic design. Switzerland: Roto Vision. Meggs, P. B., 1989. Type & Image : the language of Graphic Design. Canada: John Wiley & Sons. Ogilvy, D., 2007. I Hate Rules : Ogilvy on Advertising. 1st ed. London: Prion. Posner,

H.,

2011. Fashion s.l.:Laurence King.

Marketing.

Pricken, M., 2008. Creative Advertising, ideas and techniques from the world's best campaigns. 2nd ed. UK: Thames & Hudson Ltd. Shaw, T. J. a. D., 2009. Mastering Fashion Marketing. New York: Palgrave Macmillan.

FIG 15 : Print advert, 2015, Ellie Smith

.. ELECTRONIC RESOURCE ..

FIG 2 : PEST model, 2015, Charlie-Rae Legge. Influenced by Posner (2011)

Taylor, D., 2nd. The brand gym, [electronic resource] : a practical workout to gain and retain brand leadership. Chicester, U.K. Wiley.

FIG 3 : SWOT model, 2015, Charlie-Rae Legge. Influenced by Posner (2011)

FIG 17 : Social media mock up, 2015, Nicole Chen

FIG 4 : Questionnaire visuals, 2015, Beth O’Brien

FIG 18 : Video screen shots, 2015, Charlie-Rae Legge

.. FILMS/DOCUMENTARIES ..

FIG 5 : Product concept model, 2015, Charlie-Rae Legge

FIG 19 : Brochure mock up, 2015, Graphic Designers

Something Old, Something New : Perfume Documentary. 2011. [Film] s.l.: BBC.

FIG 6 : Perceptual map, 2015, Beth O’Brien, updated by Charlie-Rae Legge

FIG 20 : Promotional plan time line, 2015, Charlie-Rae Legge

Bottling the Memory : Perfume Documentary. 2011. [Film] s.l.: BBC.

FIG 7 : Consumer profile, 2015, Charlie-Rae Legge

The Smell of the Future: Perfume Documentary. 2011. [Film] s.l.: BBC.

FIG 8 : Consumer moodboard, 2015, Charlie-Rae Legge

Blythe, J., 2013. Consume r Behaviour. 2nd ed. London: Sage Publications. Crow, D., 2003. Visible Signs. s.l.:AVA Publishing.

.. ILLUSTRATIONS .. FIG 1 : Insight mood board, 2015, Charlie-Rae Legge

.. PODCAST .. L’oreal Careers, 2015. Trend Spotting: How the Asian skin care market is leading innovation around the world [Podcast]. January. Available at: https://soundcloud. com/lorealcareers/trendspotting-how-the-asian [Accessed 19 05 2015].

FIG 9 : Marketing mix model, 2015, Charlie-Rae Legge. Influence by Posner (2011) FIG 10 : Brand wheel, 2015, Charlie-Rae Legge FIG 11 : Bottle ideas, 2015, Beth O’Brien FIG 12 : Final product designs, 2015, Graphic Designers FIG 13 : Marketing funnel, 2015, Charlie-Rae Legge FIG 14 : Consumer diary, 2015, Ellie Smith

FIG 16 : Advert installations, 2015, Beth O’Brien

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.. ONLINE .. Butz, M., 2014. The North Western. [Online] Available at: http://www. thenorthwestern.com/story/ life/2014/12/06/healthyoshkosh-planks-yogatraining-among-fitnesstrends/19902801/ [Accessed 19 05 2015]. England, P. H., 2010. Public Health England. [Online] Available at: https://www. noo.org.uk/NOO_about_ obesity/adult_obesity/UK_ prevalence_and_trends [Accessed 19 05 2015]. Fox, K., 2014. Social Issues Research Centre. [Online] Available at: http://www.sirc. org/publik/smell_emotion. html [Accessed 19 05 2015]. Hunter, T., n.d. Trend Hunter. [Online] Available at: www.trendhunter. com [Accessed 19 May 2015]. NHS, 2013. National Health Service. [Online] Available at: http://www.nhs. uk/Livewell/fitness/Pages/ physical-activity-guidelinesfor-adults.aspx [Accessed 19 05 2015]. NHS, 2014. National Health Service. [Online] Available at: http://www.nhs. uk/conditions/obesity/Pages/ Introduction.aspx [Accessed 19 May 2015]. Stones, M., 2014. Nutra Ingredients. [Online] Available at: http://www. nutraingredients.com/ Markets-and-Trends/Top-10US-functional-food-trends [Accessed 19 05 2015].


charlie-rae Legge group : nicole chen, ellie smith, bethany o’brien graphics team : Bethany titcombe, sarah chatten, nicole rogers


Brand Report: Promotional Marketing Plan for fragrance brand 'Three Decisions'