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MARKETING REPORT

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CONTENT


CONTENT

01 INTRODUCTION .............................................................................................................................. P. 1-8 Positioning Statement Business Manifesto Mood App Mood Website Store

02 MACRO ENVIRONMENT PESTLE Analysis

................................................................................................................ P. 9-14

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MiCRO ENVIRONMENT................................................................................................................... P.15-22 Market Situation Primary Research SWOT Analysis: Mood Roger’s Diffusion Of Innovation

04 COMPETITIVE SITUATION SWOT Analysis: Colorfy SWOT Analysis: Pigment

05 CONSUMER ANALYSIS 06

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............................................................................................................ P. 23-28

................................................................................................................. P. 29-30

BRAND ANALYSIS........................................................................................................................... P. 31-42 Brand Positioning Map Brand Onion Marketing Mix BUSINESS GOALS ......................................................................................................................... P. 43-48 Year One Year Two Year Three

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CONCLUSION ................................................................................................................................ P. 49-50

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FIGURES ......................................................................................................................................... P. 51-53

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APPENDIX ...................................................................................................................................... P. 54-58

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BIBLIOGRAPHY ............................................................................................................................... P. 59-60

CONTENT

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INTRODUCTION


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INTRODUCTION Positioning Statement

The objective of this marketing report is to explore and understand how Mood will become a successful business. This will be executed through a number of different marketing tools. These include competitor research using SWOT analysis and looking into the industry situation through PESTLE analysis. Towards the end of this report I will a produce promotional strategy that aims to successfully integrate Mood into the market as well as differentiate them from their competitors.

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INTRODUCTION Business Manifesto Mood is a platform that inspires the creative to create. It is a spin off from art therapies such as adult colouring books and colour by numbers, brought up to date with filters and emoji inspiration. Mood takes the form of an app where artwork can be created and shared, as well as an online store where the consumers Mood artwork can be turned into post cards, posters and artwork books. Mood aims to devise a relaxing and positive experience through different creative tools and colour palettes.

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INTRODUCTION Mood App

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The Mood app can be downloaded for free. It is a space where the consumer can experiment with all the Mood tools to create artwork that is unique to them. Following this there is an option to share the artwork created on the Mood ‘gallery’ for everyone to see. Artwork can be created by scrolling through categories of ‘stickers’, then dragging, dropping, resizing and rotating them to suit individual preferences (see appendix 1). Once the consumer is content with their artwork they can get add colour to turn their creations into masterpieces. All colour palettes named after positive personality traits and moods associated with colour psychology (see appendix 2). This creates a link between the colour palettes and the brand name. Other tools include an eraser, adding filters and even the option to experiment with editing the consumer’s own pictures. The section devoted to editing pictures allows the consumer to share the final result in their own Mood ‘gallery’ and also encourages the consumer to share their photo edits on social media platforms such as Instagram. The success of an artwork piece posted on the Mood app is measured on views. A Mood profile can be created for totally free, although in order to fully experience Mood a premium option is available. A Mood premium account gives the consumer more creative freedom throughout the app (see appendix 3). Mood premium works on a monthly or yearly subscription. All premium members will receive a first month trial free then they pay a monthly or yearly fee, which can be stopped at any time. Premium consumers have more creative flexibility within the app. They have access to more creative tools such as pen tools that can change in brush stroke, thickness and colour. Furthermore they can add text, gradient and stylise their masterpieces to give them an extra edge. Premium profiles will also be boasted more so they will naturally have a larger viewing. This will be done through a ‘get inspired’ page, which can be accessed by all and shows work of premium members in order to inspire others to create. Premium members will also receive 20% off all merchandise found in the Mood online shop.

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INTRODUCTION Mood Website Store

Along side the Mood app the consumer can turn their creations into a reality on the Mood website based shop. Here the consumer can log into their profile and turn the artwork in their gallery into post cards, posters and artwork books. This will ultimately turn the consumers Mood artwork into something more tangible and special. These Mood products make the perfect gift, memory or even artwork piece to display. The Mood products are versatile and allow the consumer to get the most out of their Mood experience. As previously mentioned all premium users will also receive 20% off all merchandise sold on the online store.

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MACRO ENVIRONMENT


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POLITICAL

On the 23rd of June 2016 the majority of the UK population voted to leave the EU. ‘The Creative Industries Federation, a membership organisation that represents the views of the UK creative industries, states that 96 per cent of its members support remaining in the EU and 84 per cent of its members believed the outcome of the vote on 23 June was important to the future success of their organisations.’ (Collier, 2016). Research suggests that a majority of people involved in the arts voted to remain in the EU. Therefore it is no surprise that many organisations involved in the arts are concerned about what the future might bring. The recent political change Brexit throughout the UK has raised a number of concerns throughout the arts industry. The first concern is throughout funding. Prior to Brexit ‘Creative Europe, the European Union’s program to support creative sectors in the EU, has pledged to invest between the years 2014-2020 €1.46bn into the creative industries. During its first two years, it has supported 230 UK cultural organisations’ (Collier, 2016). Obviously as the UK is in the midst of leaving the EU we eventually will not have access to this support and funding. Stephen Deuchar the director of Art Fund, is said to be deeply concerned with the impact leaving the EU will have on museums and galleries (Collier, 2016). Although Mood is not a gallery or museum, it is a creative app. Therefore there is a concern that the lack of creative funding the UK face might eventually worsen the demand for creativity. On the over had this could be a positive for Mood. The lack of creative funding may result in the consumers looking elsewhere to get inspired and feel creative, of which Mood is a platform that provides this. Another issue for the creative sector that comes along side the UK’s decision to leave the EU is the loss in international collaboration. This is because the UK will no longer be able to have access to free movement across Europe. Therefore international collaboration would be harder for creative companies. This may affect Mood in the future because collaborations are a valuable way to maintain brand relevance.

ECONOMICAL

MACRO ENVIRONMENT PESTLE Analysis

The App Economy offers great opportunities and can prove to be extremely successful. Although there are defiantly hurdles that app companies face in order to succeed. ‘In the supermarket, consumer purchases are influenced by familiarity and availability, and few shoppers will endeavor to buy what they can’t find or simply don’t know exists in the first place. It’s why brands invest heavily in marketing, pricing strategies, and store positioning to raise awareness, encourage engagement, and drive sales. In the digital app store, the situation is similar.’ (Salz, 2015). Peggy Anne Salz highlights how important promotion is for app companies, this in order to be seen and noticed by the consumer because it is easy for an app to become lost and unnoticed in a digital space. App store research shows that only 5% of apps accounted for 92% of downloads in 2013 (Salz, 2015). Furthermore Google research shows that one in four apps are discovered through the search bar (Tiongson. 2015). This again indicates that often the consumer knows what they are looking for before they go on the app store. Overall research into the app economy shows that there is a huge potential for success, although the consumer often knows what they are looking for when scrolling through the app store. Therefore a huge promotional push is required in order to make Mood a success.

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MACRO ENVIRONMENT


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Fig. 8 (Own Image)

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TECHNOLOGY

SOCIAL

MACRO ENVIRONMENT PESTLE Analysis

Social media has often been linked to affecting the mental health of teens. ‘A new study has found that teenagers who engage with social media during the night could be damaging their sleep and increasing their risk of anxiety and depression. Teenagers spoke about the pressure they felt to make themselves available 24/7, and the resulting anxiety if they did not respond immediately to texts or posts. Teens are so emotionally invested in social media that a fifth of secondary school pupils will wake up at night and log on, just to make sure they don’t miss out.’ (Weale, 2015). Sally Weale explains how the social pressure and constant usage of social media can have some negative effects on a teen’s mental health. Although Mood is not a social media platform elements of social media have inspired the app. Therefore it is important that the Mood platform only takes positive inspiration from the social platforms to avoid being associated with social ills. Having said this the Mood app aims to create a relaxing and positive experience for its consumer. Therefore it promotes positivity and safety. The Mood users are not given the option to comment and they can’t follow each other. This is in hope to maintain the positivity and avoid any form of social pressure.

Technology is continuously advancing and as is the popularity for it. This has resulted in there being an app for almost everything. Of which the colouring in book trend has been transformed into app versions and are proving to be very popular. Furthermore editing apps are also very popular, they allow people to filter and add to their photos usually with the intent to post them on social media. Mood aims to jump on this popularity but to take it to the next level by modernising the features with social media and emoji influences. This is in hope to widen the popularity of creative apps by not limiting the focus onto an age range but appealing to type of person.

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MACRO ENVIRONMENT PESTLE Analysis

When creating an app there are a number of legal issues to consider:

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Intellectual Property Protection Intellectual property protection allows the business to protect their ideas and identity from their competitors. This can come in the form of trademarks, copyrights and patents. Terms of Use ‘Terms of Use is basically a legal agreement that you, the app developer, are entering with every user of your app. The agreement happens automatically when a user uses your app. It basically sets forth what the app is, how it should be used, what constitutes improper use, and what the consequences of improper use will be.’ (George, 2014).

LEGAL

Privacy ‘Privacy is also a major concern, especially for apps that are likely to attract children as users. Any time you are collecting “personally identifiable information” (or PII) from your users, you are at risk of violating privacy laws. PII includes names, emails, phone numbers, addresses, birthdays, locations, and many other types of info. If your app collects this data in any way, you should have a privacy policy that discloses what data is collected and how it is used.’ (George, 2014). Overall as highlighted by Aaron George there are a number of legal requirements and issues that need to be considered and dealt with appropriately when starting up an app. This is something that the Mood app will need to consider in the future.

ENVIRONMENTAL

It is common knowledge that the planet is currently going through an ‘environmental emergency’ (Moodie, 2014) for a number of reasons, of which this includes deforestation. Over the years paper has received a bad reputation and is said to significantly contribute to greenhouse gas emissions. Furthermore e-waste is said to be on the rise ‘with a global increase of 40m tons per year, especially in third world countries like India and South Africa, according to a 2009 United Nations report.’ (Moodie, 2014). Electric products such as mobile phone and laptops can be used over and over again making it renewable. Although ‘manufacturing electronic products also leaves a carbon footprint, as well as the energy needed to power them. And a growing concern is the rapid growth of discarded electronics, especially in developing countries.’ (Moodie, 2014). This something that Mood needs to consider. Firstly because currently all the Mood online store products are all made using paper. Also the Mood app is obviously downloaded onto a mobile phone. These environmental issues directly affect Mood, so it is important that the brand is aware of these issues so they can do what they can in the long term.

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MICRO ENVIRONMENT Market Situation

The subscription economy, personalisation and social influence are all retail trends throughout 2016 (Maxwell & Sviokla, 2016) that have inspired Mood.

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The subscription economy Consumer attitudes towards owning things are changing, of which a significant number of people say they are more interested in online subscriptions or renting (Maxwell & Sviokla, 2016). Examples of this include film subscriptions such as Netflix and renting cars such as Mini’s on a monthly basis. Mood taps into this market because the app works on a monthly or yearly basis and the consumer doesn’t actually own anything tangible with a Mood premium account. Personalisation This trend works specifically well on online-based services that are designed around the consumers’ individual tastes (Maxwell & Sviokla, 2016). The idea being that building an experience around the consumers’ tastes adds value to the product in the eyes of the consumer. This works in favour with the Mood brand because individual creativity is one of the main things Mood aims to promote. Throughout the Mood app personalisation is shown through the artwork the consumer can create. The Mood website shop is also personalised through the whole nature of the products available. Social influence Social media has become a particularly valuable source of marketing due to its popularity and ability to reach a wide range of different audiences. This is something that the Mood brand wants to utilise through gaining inspiration from certain social media elements and creating a link between the two platforms. Creative Therapy Throughout 2015 and 2016 ‘self help’ books and methods encouraging yoga, healthy lifestyle and creativity filled social media pages (Launder, 2016). This ‘self help’ trend also encompassed adult colouring books, which aimed to relax and distress busy adults in a mindful and peaceful way. Mood is ultimately an adaptation of this adult colouring book trend taken to the next level. Overall secondary research shows that there is a Market for Mood. The brand taps into current trends but adapts them to the next level in order to compete competitively.

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MICRO ENVIRONMENT Primary Research

In order to further establish whether there is a gap in the market for a brand such as Mood primary research was conducted through the form of a questionnaire. The aim of the questionnaire is to understand how often people download apps and whether the built in filters would attract consumers to the brand.

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Do you often download and try new apps? (see appendix 7) The answer to this question was the majority sometimes, followed by ‘yes all the time’. This information shows that people do download and try new apps they just don’t do it all the time. This implies that they have to be influenced somehow in order to make the move and download a new app. Do you enjoy editing your social media images? (see appendix 8) The majority of the participants answered yes, of which is a positive in the light of the Mood brand. Therefore indicating that to a majority of people editing images for social media is not a chore and they actually find it quite enjoyable. This is important for the Mood brand because it indicates that the ‘edit your photos’ element will attract to the consumer. Would you be open to using new creative filters for your social media images? (see appendix 9) The response for this question was a majority ‘yes’ and the rest ‘not sure’. This is a great response for the brand because the consumers aren’t committed to a certain filter and they are open to experiment creatively. Do you use filters on your social media, such as Snapchat and Instagram? (see appendix 10) For this question a majority of the consumers answered yes, although this was close to the number of participants that answered sometimes. This indicates that consumers have a split feeling on filters and they use them most of the time but not all the time How often do you use external apps to edit your social media images? (see appendix 11) Lastly the results from this question are split and not as in favour of the Mood brand. As you can see a majority of the consumers answered ‘never’ followed by ‘ sometimes’. This indicates that consumers rarely use other apps to edit their images, but they might on a particular occasion. Having said this there is still clearly a market for the mood brand because a small percentage of consumers always edit their images on external apps and a large amount answered sometimes. Overall evidence shows that there is a market for the brand Mood. It is unique to its competition yet still competes with them competitively. As highlighted throughout this page spread Mood has aligned itself to a number of currents trends in order to make sure there is a demand.

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Fig. 12 (Own Image) MICRO ENVIRONMENT


MICRO ENVIRONMENT SWOT Analysis: Mood

THREATS

OPPORTUNITIES

WEAKNESSES

STRENGTHS

• • • •

• • •

• • • •

• • •

Market research shows that there is a gap in the market for Mood. It taps into market trends but takes them to the next level. Currently no other brand has the same concept as Mood. Mood is an online and app space, so no retail store costs such as rent are required. Mood is priced competitively. Innovative tools and creative features.

It’s hard for an app to be noticed in the digital space – therefore promotional methods are important. It may take a while for Mood to gain a substantial amount of users on the app. Other popular colouring apps already exist, so Mood will need to try to draw their consumers towards the Mood brand. This may prove to be difficult if the consumer is already loyal.

Collaboration – a way to remain relevant and to expand market. Expansion throughout app and products. Events such as the Mood launch party or collaboration showcases. Gain a large social media following, this will be executed through competitions and interesting posts.

Threat of new entrants. Threat of competitors copying elements of Mood that make Mood unique and different. Consumer tastes may change in the uncertain future.

Fig. 13 SWOT Analysis - Mood

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Fig. 14 Roger’s Diffusion Of Innovation - Mood

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MICRO ENVIRONMENT Roger’s Diffusion of Innovation

According to Patty Mulder the diffusion of innovation can be defined as: ‘Each product has a certain useful life. It is not about the degree of wear and tear and the maintenance of quality of each separate product, but also about market value. In his Diffusion of Innovations theory, sociologist Everett Rogers examines this in greater detail and focuses on at what rate a new product or idea spreads through a certain group.’ (Mulder, 2014) The diffusion of innovation distinguishes five stages in which a product may find itself. These include: • Innovators • Early adopters • Early majority • Late majority • Leggards From figure 14 It is clear that Mood’s consumer falls between the early adopters and early majority. This is because the Mood consumer shares the same attitudes with these particular groups. The early adopters consumer likes to try out new things and they are not afraid to invest in new products. They are often influenced by their friends and word of mouth. Meaning that they like to stay on top of new trends. The early majority consumer loves new trends but prefers to wait until they are sure about making a purchase. Mood will appeal to these two consumers because the brand is new and different. It is also a fairly social app meaning that the consumers are more likely to embrace the trend because of word of mouth.

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Fig. 15 (Own Image)

COMPETITIVE SITUATION


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COMPETITIVE SITUATION Moods main competitors are other creative and colouring apps. This is because they often monetise through a subscription alike Mood. They also have some creative tools and features that are similar to that of Mood. Therefore these colouring apps are the closest thing to Mood, which ultimately makes them Moods main competitors (see appendix 12). These apps include: • App • Colorfy • Pigment • Paper • Colour therapy • Tap & Color • Trigraphy

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• • •

• • •

• • •

Price is fairly high compared to competitors. It’s hard to remain relevant in a digital space. Social media pages aren’t very interesting or regular. They haven’t posted an Instagram since2015. Their following on the social media is also very poor.

Improve social media and become more current. Collaborate with appropriate creative to create a series of prints for consumers to colour in. Expand creative tools to maintain consumer attention.

New entrants. Consumer tastes changing. Becoming irrelevant.

Fig. 16 SWOT Analysis - Colorfy

Constantly introducing new prints and themes for the consumer to add colour too. They also have creative tools such as stylising the image that makes it more interesting to the consumer. Consumers can use the app quite a bit of the app for free, although if they upgrade they have access to more prints to colour in. 4.5 stars on app store

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THREATS

OPPORTUNITIES

WEAKNESSES

STRENGTHS

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COMPETITIVE SITUATION SWOT Analysis: Colorfy Colorfy is a subscription based adult colouring app that claims to be the secret against anxiety. It is one of the more popular colouring apps and is priced £14.99 per month.

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COMPETITIVE SITUATION


• • •

• • •

• • •

• • •

Continue to introduce more colouring books for premium members. Consumers have access to many different colour palettes and colour fill styles. Priced competitively. 4.5 stars on the app store reviews.

It’s hard to remain relevant in a digital space. Social media content doesn’t look thought out. They could market the brand better. Many apps have a similar concept to Pigment.

Improve social media and become more current. Collaborate with appropriate creative to create a series of prints for consumers to colour in. Expand creative tools to maintain consumer attention.

New entrants. Consumer tastes changing. Becoming irrelevant.

Fig. 17 SWOT Analysis - Pigment

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THREATS

OPPORTUNITIES

WEAKNESSES

STRENGTHS

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COMPETITIVE SITUATION SWOT Analysis: Pigment Pigment is another colouring in app. The way Pigment differentiates itself is through releasing a series of digital colouring in books that all have a theme that is relevant to the season or time of year. Pigment is another popular colouring in app and it is priced at 5.99 a month.

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Fig. 18

CONSUMER ANALYSIS


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CONSUMER ANALYSIS

The Mood target consumer is not a specific gender or age, they are a type of person. Having said this they are more likely to be female, the brand just doesn’t limit them to this specific gender. The individual enjoys stretching their creativity through new and exciting methods. They have an eye for design and love to play with colour. They make a conscious effort to make sure they are up to date with the latest trends through fashion, lifestyle and particularly technology. They lead a busy life surrounded by friends, work and family. Yet they still find the time to relax through creative outlets. In their spare time they enjoy utilising social media for personal uses. Meaning that they often update their profiles and engage with friends through the platforms. They love to visit new exhibitions and eat out at new restaurants. They are often found socialising with their friends and trying out new fun activities. They like to stay busy but in their spare time they unwind through making the most of their Netflix and Spotify subscriptions. Their hobbies include reading books and keeping fit. They also love to travel to new and exciting places to tick off their bucket list.

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Fig. 19 Brand Positioning Map

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BRAND ANALYSIS Brand Positioning Map

Brand analysis through a brand positioning map shows that in comparison to its competitors the quality of the Mood app is fairly high. Furthermore the price of Mood (ÂŁ6.99 per month) is just above average when compared to its competitors. This is because a majority of the colouring apps are totally free although the quality of these apps is questionable.

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CREATE PERSONALISE SHARE INSPIRE

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Fig. 20 Brand Onion

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BRAND ANALYSIS Brand Onion Brand Analysis throughout a brand onion explores the brand essence, brand values, brand personality and brand attributes. This method allows a visual understanding of what makes the Mood the brand that it is from the inside out.

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BRAND ANALYSIS


Fig. 21 (Own Image)

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BRAND ANALYSIS Marketing Mix

Product

Place

Mood takes the form of two different elements, of which the first is an app. The Mood app allows the consumer to relax and explore their creativity by creating artwork on their mobiles using all the innovative Mood tools. Once their masterpieces are created consumers can share these pieces on their Mood ‘gallery’, share on social media, save to camera roll or they can even turn their Mood creations into tangible products through the Mood online store.

Mood is based on an app and online store, meaning the brand only trades in a digital space. Therefore there will be no specific location for the Mood brand other than a web address and app name.

The Mood online store is the second element of the Mood brand. Throughout the online store Mood consumers can turn their digital artwork into tangible postcards, posters and artwork books. This therefore takes their Mood experience to the next level.

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Fig. 22 Sales Forecast & Costs

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Price It is important that Mood have a competitive pricing strategy in order to compete with their competitors effectively. App: • •

Month - £6.99 Year - £39.99

The prices for all the products have taken into account the pricing strategies from online personalisation stores such as Not On The High-street. The personalisation of the Mood products adds value to the pieces. Therefore consumers wouldn’t mind paying that bit extra. The Mood pricing strategy aims to be fairly low compared to most personalised products, yet obviously higher priced than the product without personalisation. The products also vary in price therefore the consumer can spend as much or as little as they please. This is in hope to attract consumers through not putting them off through a hefty price. The product pricing strategy also has to take into consideration the 20% off received by premium Mood members.

Figure 22 shows the Mood costs as well as sales forecast. It is evident that the costs for mood over the first year of trading are very high. This is due to the cost of app and website development. Although these elements are a necessity to the Mood brand so they need to be done well. Having said this assuming the sales forecasts are correct it will take Mood just under three years to break even and start to make some kind of profit. This is down to the large costs involved in setting up a brand such as Mood. Although the brand does have the potential to succeed. Therefore in short term Mood’s financials are not very promising, although long term the brand could produce a large about of capital.

Postcards • Individual £2 • Bundle 3- £5 A4 Posters: • Individual £10 • Bundle 3: £22 A3 Posters: • Individual £16 • Bundle 3: £30 Artwork Book: • 10 page: £26 • 20 page: £32 • 30 page: £36

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MARKETING MIX Promotion

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It is important for Mood to have an effective and consistent promotional strategy because they trade in an online or digital space. Therefore it is easy for them to get lost and for consumers to not even realise the brand exists.

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BRAND ANALYSIS Marketing Mix

Social Media

Launch Party

Mood will utilise social media as much as they can in order to reach their consumer. This will involve regular uploads, competitions and posting images of the consumers Mood creations to make them more invested in the brand. The initiatives will include competitions such as:

Once Mood is successfully live a launch party will provide the brand with the press attention that it requires. The Mood launch party will present the brand through creative activities, refreshments and photo opportunities. It will encourage the guests to take photographs and document their time at the event. The event will be open to a number of celebrities, social influencers, photographers, journalists and magazines. Therefore the event will promote the brand as it is letting the right people know that Mood exists.

•

First 50 Mood premium subscribers will receive a free premium membership for a year. (see appendix 13).

•

Download mood and follow us on Instagram to have a chance of winning personalised artwork book. All you have to do is comment on this picture with your mood username. (see appendix 14).

Social Influencers

Guerrilla Marketing

As the brand develops other promotional strategies include getting appropriate social influencers on board with the Mood app and concept. This may involve offering them a free membership as well as sending them press packs and press releases. Furthermore collaboration with creative individuals will also make the Mood brand more current as well as relevant. It is important for Mood to stay current and adapt with the consumer in order for consumer demand to maintain.

The final promotional strategy that Mood will adopt is guerrilla marketing. Mood will produce a little zine full of colourless illustrations. This will be presented in a sealed shut clear plastic wallet. Along side this there will be a few coloured pencils. These mini zines will be placed in boxes outside tube and train stations throughout London. This will encourage commuters to pick one up and unwind on their journey home by colouring in. (see appendix 15 &16).

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Process

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Mood communicate with their consumer through a number of outlets. Firstly Mood aims to build a strong online presence, this will encourage the consumers to comment, like and contact them through different social media channels. It is important that the brand respond to any social media queries in order to gain a more personal relationship with its consumer. This is ultimately lead to more loyal consumers. Mood will also communicate with consumers through their app. This can be done through a ‘contact’ page found on the app. Mood can also gain a relationship with its consumer through the app by featuring their work on the Mood ‘get inspired’ page. The Mood website also allows consumers to contact them through a ‘contact’ page. This again encourages the consumer to ask the brand any questions in order to make their Mood experience valid. Throughout the website Mood also offer free standard UK delivery on all orders over £50. Additionally any orders that don’t qualify for this will cost £2.75 a for standard UK delivery. All products will be delivered within 6 days after the product has been made. Furthermore Mood do not permit any returns because of the personalised nature of the brand. Although they will offer a refund to consumers who have had order complications. As Mood progresses they look to make better deals with courier’s in order to further appeal to the consumer.

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BRAND ANALYSIS Marketing Mix

People

Physical Evidence

Mood has not launched yet therefore it currently does not have any employees. Although as the brand progresses the brand will need to work with an app developer as well as a website developer. They will also need to employ staff to work on the daily operations of the business.

The Mood app will be contemporary and user friendly. On top of this Mood will have a website that aesthetically aligns with that of the app and Mood products. The website will feature promotional content, such as information about the brand and any current deals on the Mood products. It is important that mood create a solid brand identity for themselves. This is shown through the packaging and branding. The Mood logo will be apparent on every brand element from the packaging to the website. Mood logo stickers will be made for the packaging, this will enhance the consumers experience with the brand by showing thought throughout every design element. Ultimately every element of Mood comes together to enhance the consumers experience with the brand.

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Fig. 23 (Own Image)

BUSINESS GOALS


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BUSINESS GOALS Year One

Fig. 24

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Fig. 25 (Own Image)

BUSINESS GOALS


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BUSINESS GOALS Year Two

Fig. 26 46

BUSINESS GOALS


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Fig. 27 (Own Image) BUSINESS GOALS


07

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BUSINESS GOALS Year Three

Fig. 28 48

BUSINESS GOALS


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Fig. 29 (Own Image)

CONCLUSION


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08

CONCLUSION

To conclude Mood has successfully identified a gap in the market. This has been established through a range of marketing tools such as SWOT analysis, primary research and PESTLE analysis. This information has been culminated together to create the Mood brand. The future of the brand has been presented through the development of a marketing mix and a three year plan. Throughout the marketing mix a promotional strategy for the brand has also been explored. The promotional strategy consists of social media, social influencers, launch party and guerrilla marketing. Together these elements come together to produce an insight into the Mood brand and a successful marketing report.

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CONCLUSION


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FIGURES

Fig 1: Slais. E. (2017) Mood Artwork 1 (Own Image)

Fig 4: Slais. E. (2017) Mood Artwork 4 (Own Image)

Fig 9: Slais. E. (2017) Mood Artwork 5 (Own Image)

Fig 6: Slais. E. (2017) Website Collage (Own Image)

Fig 10: Slais. E. (2017) Mood Artwork 6 (Own Image)

Fig 3: Slais. E. (2017) Mood Artwork 3 (Own Image)

Fig 7: Collage

Slais. E. (2017) 1 (Own Image)

Fig 11: Slais. E. (2017) Collage 3 (Own Image)

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Fig 8: Slais. E. (2017) Collage 2 (Own Image)

Fig 5: Slais. E. (2017) App Collage (Own Image)

Fig 2: Slais. E. (2017) Mood Artwork 2 (Own Image)

FIGURES


09

THREATS

OPPORTUNITIES

WEAKNESSES

STRENGTHS

THREATS

• • •

• • •

• • •

Price is fairly high compared to competitors. It’s hard to remain relevant in a digital space. Social media pages aren’t very interesting or regular. They haven’t posted an Instagram since2015. Their following on the social media is also very poor.

Improve social media and become more current. Collaborate with appropriate creative to create a series of prints for consumers to colour in. Expand creative tools to maintain consumer attention.

New entrants. Consumer tastes changing. Becoming irrelevant.

Fig 16: Slais. E. (2017) SWOT Analysis Colorfy (Own Image)

• •

• • • •

• • •

It’s hard for an app to be noticed in the digital space – therefore promotional methods are important. It may take a while for Mood to gain a substantial amount of users on the app. Other popular colouring apps already exist, so Mood will need to try to draw their consumers towards the Mood brand. This may prove to be difficult if the consumer is already loyal.

Collaboration – a way to remain relevant and to expand market. Expansion throughout app and products. Events such as the Mood launch party or collaboration showcases. Gain a large social media following, this will be executed through competitions and interesting posts.

Threat of new entrants. Threat of competitors copying elements of Mood that make Mood unique and different. Consumer tastes may change in the uncertain future.

Fig 13: Slais. E. (2017) SWOT Analysis Mood (Own Image) STRENGTHS

Constantly introducing new prints and themes for the consumer to add colour too. They also have creative tools such as stylising the image that makes it more interesting to the consumer. Consumers can use the app quite a bit of the app for free, although if they upgrade they have access to more prints to colour in. 4.5 stars on app store

WEAKNESSES

• •

OPPORTUNITIES

OPPORTUNITIES

WEAKNESSES

STRENGTHS

FIGURES

Market research shows that there is a gap in the market for Mood. It taps into market trends but takes them to the next level. Currently no other brand has the same concept as Mood. Mood is an online and app space, so no retail store costs such as rent are required. Mood is priced competitively. Innovative tools and creative features.

THREATS

Fig 12: Slais. E. (2017) Mood Product (Own Image)

MARKETING REPORT

MOOD

• • • •

• • •

• • •

• • •

Fig 14: Slais. E. (2017) Rodger’s Diffusion Of Innovation (Own Image)

Fig 15: Slais. E. (2017) Mood Artwork 7 (Own Image)

Continue to introduce more colouring books for premium members. Consumers have access to many different colour palettes and colour fill styles. Priced competitively. 4.5 stars on the app store reviews.

It’s hard to remain relevant in a digital space. Social media content doesn’t look thought out. They could market the brand better. Many apps have a similar concept to Pigment.

Improve social media and become more current. Collaborate with appropriate creative to create a series of prints for consumers to colour in. Expand creative tools to maintain consumer attention.

New entrants. Consumer tastes changing. Becoming irrelevant.

Fig 17: Slais. E. (2017) SWOT Analysis Pigment (Own Image)

Fig 18: Slais. E. (2017) Consumer Image Board (Images Sourced From Google)

Fig 19: Slais. E. (2017) Brand Positioning Map (Own Image)

CREATE PERSONALISE SHARE INSPIRE

Fig 20: Slais. E. (2017) Brand Onion (Own Image)

Fig 21 : Slais. E. (2017) Mood Artwork 8(Own Image)

Fig 22 : Slais. E. (2017) Sales Forecast & Costs (Own Image)

Fig 23 : Slais. E. (2017) Mood Artwork 9(Own Image)

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FIGURES


MARKETING REPORT

09

FIGURES

Fig 25 : Slais. E. (2017) Mood Artwork 10(Own Image)

Fig 26 : Slais. E. (2017) Business Goals - Year Two (Own Image)

Fig 27 : Slais. E. (2017) Mood Artwork 11 (Own Image)

Fig 28 : Slais. E. (2017) Business Goals - Year Three (Own Image)

Fig 29 : E. (2017) Banners (Own

Slais. Mood Image)

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Fig 24 : Slais. E. (2017) Business Goals - Year One (Own Image)

MOOD

FIGURES


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APPENDIX

Appendix 1:

Appendix 2:

Slais. E. (2017) App Mock-up 1 (Own Image)

Slais. E. (2017) App Mock-up 1 (Own Image)

Appendix 3:

Appendix 4:

Slais. Account

E. (2017) Benefits (Own

Premium Image) Slais.

E.

(2017)

Postcard

(Own

Image) 54

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APPENDIX

Appendix 5:

Slais.

E.

Appendix 6:

(2017)

Posters

(Own

Image)

Slais. E. (2017) Artwork Book (Own Image) Appendix 8:

Slais. E. (2017) Questionnaire Results (Image Created on Survey Monkey)

Slais. E. (2017) Questionnaire Results (Image Created on Survey Monkey)

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Appendix 7:

APPENDIX


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APPENDIX

Appendix 9:

Slais. E. (2017) Questionaire (Image Created on Survey

Appendix 10:

Results Monkey)

Appendix 11:

Slais. E. (2017) Questionaire (Image Created on Survey

MARKETING REPORT

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Slais. E. (2017) Questionaire (Image Created on Survey

Results Monkey)

Appendix 12:

Results Monkey)

Slais. E. (2017) Mood Competitor Collage (Own Image)

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APPENDIX


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APPENDIX

Appendix 13:

(2017) Social (Own

Media Image)

Slais. E. Competition

(2017) Social (Own

Media Image)

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Slais. E. Competition

Appendix 14:

APPENDIX


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APPENDIX

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Appendix 15:

COLOUR ME IN

COLOUR ME IN

Appendix 16:

Slais. Marketing

MOOD

E. Booklet

(2017) (Own

Guerrilla Image)

Slais. E. (2017) Guerrilla Marketing Colouring Crayons (Own Image)

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APPENDIX


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BIBLIOGRAPHY

D’Arienzo, W. (2016) Brand management strategies : luxury and mass markets. New York. Bloomsbury Ryan, D. (2012) Understanding digital marketing : marketing strategies for engaging the digital generation. Philadelphia. Kogan Page Coolier, R. (2016). What will Brexit mean for arts and culture in the UK? [online]. Available from: http://www. newstatesman.com/politics/brexit/2016/07/what-will-brexit-mean-arts-and-culture-uk [Accessed 1 March 2017] Porter. K. (2016). The Relationship of the United States with the United Kingdom. [online]. Available from: https://www. thoughtco.com/the-relationship-of-the-us-with-the-united-kingdom-3310266 [Accessed 1 March 2017] Udorie, J. (2015). Social media is harming the mental health of teenagers. The state has to act. [online]. Available from: https://www.theguardian.com/commentisfree/2015/sep/16/social-media-mental-health-teenagers-governmentpshe-lessons [Accessed 1 March 2017] George, A. (2014). Top 5 Legal Issues Facing App Developers [online]. Available from: https://appempire.com/top-5-legal-issues-facing-app-developers/ [Accessed 1 March 2017] Moodie, A. (2014). Is digital really greener than paper? [online]. Available from: https://www.theguardian.com/ sustainable-business/digital-really-greener-paper-marketing [Accessed 1 March 2017] Salz, P. (2015). The Changing Economics of App Development [online]. Available from: https://hbr.org/2015/11/thechanging-economics-of-app-development [Accessed 1 March 2017] Tiongson, J. (2015). Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps [online]. Available from: https://www.thinkwithgoogle.com/articles/mobile-app-marketing-insights.html [Accessed 7 March 2017] Maxwell, J & Sviokla, J. (2016). 2016 Retail and Consumer Products Trends [online]. Available from: http://www. strategyand.pwc.com/trends/2016-retail-and-consumer-products-trends [Accessed 5 March 2017] Vend. (2016). Retail trends & predictions 2016. [online]. Available from: https://www.vendhq.com/uk/university/retail-trends-and-predictions-2016 [Accessed 5 March 2017] Quora. (2011). What is the average number of downloads for a free iPhone app? [online]. Available from: https://www.quora.com/What-is-the-average-number-of-downloads-for-a-free-iPhone-app https://www.thinkwithgoogle. com/articles/mobile-app-marketing-insights.html [Accessed 7 March 2017] Mulder, P. (2014). Diffusion of innovation theory. [online]. Available from: https://www.toolshero.com/marketing/diffusion-of-innovations-rogers/ [Accessed 28 March 2017]

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Launder, M. (2016) Millie Marotta tells us about drawing her colouring book iPad app as it hits 250,000 downloads. [online]. Available from: http://www.digitalartsonline.co.uk/news/illustration/millie-marotta-colouring-book-app-250000copies/#4 [Accessed 11 March 2017]

BIBLIOGRAPHY


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moodcolouring.com @moodcolouringapp @moodcolouring MARKETING REPORT

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