hannah mitchell. monique seivers. kate brady
table of contents executive summary
situation analysis swot analysis pest analysis competitor analysis target markets
5 6 8 9
the big idea: concept
the big idea: design
the big idea: channels out-of-home/event/street marketing (themed pop-up stores) out-of-home (dispensers installed in bathrooms) online (website) online/social networking (facebook) online/social networking (pinterest) online/social networking (instagram)
14 15 18 19 20 21
appendices 1. rebranding example - hundreds and thousands 2. rebranding example - milk and cookies 3. rebranding example - cotton candy 4. rebranding example - birthday cake 5. rebranding example - jelly beans 6. rebranding example - gingerbread house 7. rebranding example - plum pudding 8. rebranding example - candy cane 9. brand book - logo design (part I) 10. brand book - logo design (part II) 11. brand book - typefaces 12. out-of-home - qr code in action
24 25 26 27 28 29 30 31 32 33 34 35
executive summary There is nothing more potent than nostalgia. It is the comforting hand on your shoulder. It is the voice inside your head, whispering the words you wish to hear. It is the grainy film of memories past, replayed in your mind when you close your eyes at night. Nostalgia is dangerous.Thrilling. And innately all-consuming. It is the ache in your heart, driving you to the place you yearn to go back to. It is a profound longing for the days where life was for living and everything was simpler. For the time where you did that thing with the people who meant the world to you and felt infinite. Because consequences, they did not exist. They were strictly for adults. It is not just a feeling. It is a state of being. And it is this state of being that Radox needs â€“ Nostalgia. It transcends the carefully crafted designs and the novel concepts developed by the team at Nostalgic Productions. And it has the potential to transform Radox into something potent. The comforting hand on your shoulder. The reassuring voice inside your head. The reflective film played inside your mind. We at Nostalgic Productions sincerely believe in this omnipotent state of being.
situation analysis a brief history of radox The Radox brand began with a range of muscle soaks and bath salts, designed to be enjoyed at the end of a long day.Their differentiation was the fact the soaks contained herbs and spices specifically formulated to assist aching muscles (Beauty Heaven, n.d.), helping the consumer unwind after playing sport or a hard day at work (Chemist Warehouse, n.d.). After becoming popular in the 1980s, Radox steadily declined in the coming decades, to the point where their current brand image, equity and value is tremendously low. It seems as though the brand has been forgotten, in and amongst a number of other personal hygiene brands owned by the parent company, Unilever. Currently, Radox appears to ‘coast along’, with the bulk of their consumers being those who have bought it religiously for years. The only solution for a brand that has been essentially ‘let go’ for so long is a revitalisation.
the problem Radox has struggled to gain positive brand recognition and awareness particularly amongst the younger generation of consumers.This is due to their occupation of a market that is close to total saturation, with most products now having no notable point of differentiation from their competitors. Furthermore, there is an inconsistency between the brands packaging, voice, design and product features, leading to a disjointed brand identify.
past advertising efforts After being bought by Unilever in December 2010, Radox underwent a considerable repositioning in order to change the consumers perception of the brand from being a bath product to a shower product. An integrated campaign was created which utilised outdoor billboards, television advertisements and social media, however the campaign known as ‘Raddette Flowers’ confused consumers and did not successfully deliver the desired message (Brand Republic, 2012).
swot analysis strengths • • •
A brand with history Large parent company (Unilever) means there is potential and funds to carry out an impressive advertising campaign Manufacturing sites already well established
weaknesses • • • • • • •
Inconsistent brand image Limited advertising Competing in a highly saturated market No significant differentiation from competitors or unique selling point Ageing target audience Out-dated style and voice Lack of online presence
opportunities • • • •
Such a neglected brand means there is a large amount of freedom in regards to the revitalisation (e.g. product design, advertising, etc) Creation of a new category and subsequent products to fill this void could result in Radox becoming the leader of the newly established category Partnerships with causes such as the National Breast Cancer Foundation Such partnerships could give Radox the opportunity to develop and improve their corporate social responsibility
threats • • • •
Supermarket competitors (e.g. Palmolive) High end competitors (e.g. brands sold at David Jones and Myer, such as Kiehl’s, Philosophy and MOR) Newly developed category (high end supermarket product) may not be accepted by the target market New target audience may not connect with the campaign and/or product
pest analysis political Found under the Competition and Consumer Act 2010, Radox is required to conform to the mandatory labelling requirements in order to distribute and sell their products within Australia. This compulsory labelling standard states that products must have all ingredients listed so that: (a) (b)
Consumers can identify ingredients in which they may be allergic. Consumers can compare a product with its competition.
Whilst this act is only one of many regulations Radox must adhere to, it is amongst one of the most important as considerable fines can be issued if these guidelines are not followed (Department of Health and Ageing, 2012). As a result, the packaging will include all ingredients used to ensure the product meets these standards.
economical Due to the current economic crisis and the growth of emerging markets, a large portion of consumers have altered their shopping behaviours in order cut costs. Recent research has shown frugal shopping has dropped by more than 10% due to this economic shift (Booz&Co, 2008). This shift in consumers spending has the ability to majorly affect the profitability and viability of Radoxâ€™s new venture as consumers may not be willing to purchase a product that is not seen as a necessity. This can be seen to some extent as being an opportunity, as consumers begin to decide to switch from high end products from places such as David Jones, to cheaper alternatives. An alternative could be the newly revitalised Radox, which will still have the same high end â€˜prestigeâ€™ but will be a fraction of the price.
social Connsumers of the 21st century are becoming more concerned with the effect their product consumption may have on the environment. In turn there has been a trend towards consumers demanding environmentally friendly products (2sustain, 2011). To accommodate this trend, the revitalisation will use glass bottles instead of plastic as these are better for the environment, and can be recycled rather than becoming landfill.
pest analysis technological Whilst technology may not be seen as a relevant factor in the selling of fast moving consumables such as shower gel, it plays a large role in production efficiency. For example new technologies can allow companies to produce higher quality products at both a cheaper and faster rate. However, an established brand like Radox with a domineering parent company Unilever would suggest their production technology is of a high standard and technologically advanced.
competitor analysis The body wash market is one of the only industries that continues to grow substantially with numerous competitors. “Lest you think body wash sales are miniscule, consider this: body wash is a $757 million market, and in 2009 surpassed bar soap sales” (Miller, 2010). “Body wash is a hotly contested market where four players - Unilever, P&G, Colgate and Henkel - have double-digit shares; Johnson & Johnson has a 7.4% dollar share; and Beirsdorf (Nivea) and Alberto-Culver (St. Ives) are also in the running with dollar shares of 3.7% and 3%, respectively. So Unilever’s leadership could be diluted some by the continued shift unless it gains an outsize share of new body-wash users” (Neff, 2012). Following Neff ’s thinking, it has been decided a new target audience will be selected, and the aim of the brand revitalisation will be to convert this target into not just body-wash users, but Radox body-wash users. In essence, it will result in the gaining of a new share of body-wash users. “The liquid body soap market grew to $733 million in 2008 from $480 million in 2003, an increase of 53 percent, according to Mintel, which projects revenue will top $1 billion in 2013.” (Newman, 2009). As such, the main competitors for the target audience of women are Palmolive and Dove. (Morgan, 2012). “22% choose Palmolive, or from the Palmolive range of products.This makes Palmolive the clear leader in this market – ahead of Dove, the next favourite at 10%, and then there are many other brands that attract their own users” (Morgan, 2012). Therefore, Radox needs to change their brand positioning because they were not mentioned in any research. It is evident the right target audience of women as been chosen, however it is important to know the competition to fully benefit the re-branding of Radox as a strong competitor in the body wash market.
target markets primary The primary target market is women aged 20 to 35. They are busy, young professionals, who enjoy pampering themselves. They seek out the little things in life. They are creative. They are young at heart. And nostalgia plays an influential role in their purchase decisions. The younger echelon of this target market has just moved out of home and are buying fastmoving consumables for the first time. By revitalising Radox, it is aimed to develop a brand this audience will immediately be drawn to and purchase, exercising their new found shopping freedom. Moving out of home is a milestone, filled with mixed emotions. Radox will be there to support this target market, by providing something comforting â€“ nostalgia. At the other side of our target market spectrum is women who are working their way up the career ladder. They are still young, however as professionals they are after something grown-up and sophisticated to suit their lifestyle.The newly revitalised Radox brand will evoke sophistication in order to appeal to this older echelon of the target market, while still retaining the feminine, naĂŻve edge in order to evoke nostalgia. This sophistication and young edge will be simultaneously achieved through simple, elegant packaging.
secondary The secondary target market is the partners of the women described earlier.The revitalisation of the Radox brand will make the product more appealing, and something they could see their girlfriends or wives using. Additionally, the development of new product lines and gift packs will result in beautiful, yet simple gift solutions. In particular, the seasonal ranges (which will be packaged in themed gift packs) will be developed and marketed towards this secondary audience.
the big idea: concept It is proposed Radox be stripped back, and started afresh due the poor brand image it currently has. In order to keep the essence of the brand the same, some elements of the brand will remain. For example, a new logo has been developed, but the essence of the original logo has been captured to stay true to the origin of the brand.
new range name The brand name Radox will remain, however new names for specific ranges will be developed to modernise the brand and make it suitable to the newly established target audiences. The core range will be called ‘Sweet Memories’ and seasonal ranges such as ‘Oh-So-Jolly’ will be introduced for Christmas.
new products The revitalisation will be grounded in the creation of new products specifically directed towards the primary target audience. The new lines will make a meaningful connection with the consumer, in order to stand out from the abundance of competitors. In order to establish a connection with the consumer, the element of nostalgia will be employed heavily. The new products will be named and designed around things the consumer already has a genuine connection with. Writing copy that is emotive, nostalgic and relevant, by describing the feelings, events and memories associated with the product name, will reinforce the connection. The ‘Sweet Memories’ range will be comprised of several different products, themed around the concept of sweets the target market would have enjoyed as a child. Nostalgia by nature is excellent at making the past seem better than it actually was, and in particular, is effective in making the past seem better than the present (Farrimond, n.d.). It develops a utopian space and place where everyone longs to escape to. It also creates an aspirational reference group the target audience will wish to belong to (Belch & Belch, 2012, pp. 135-136). This reference group they long to be a part of will be their childhood, tying in well with nostalgia. Therefore, nostalgia is an excellent way for Radox to genuinely connect with the consumer, as it will instantly take them back to their childhood and play on the positive and meaningful emotions associated with this time in their life (Deutsch, 2010).
The ‘Sweet Memories’ range will be young, feminine and fun. Simple packaging will symbolise the simpler time that was childhood (again, reiterating the idea of aspirational reference groups (Belch & Belch, 2012, pp. 135-136)). It will represent something many members of the target audience would love to go back to on stressful days, and with Radox’s Sweet Memories range, they can. The range will include products such as: 1. 2. 3. 4. 5.
Hundreds and thousands bath in a bottle (appendix 1) Milk and cookies bath in a bottle (appendix 2) Cotton candy bath in a bottle (appendix 3) Birthday cake bath in a bottle (appendix 4) Jelly beans bath in a bottle (appendix 5)
In addition to this core range, seasonal ranges will be introduced in order to maintain interest with the brand. For example, a Christmas range called ‘Oh-So-Jolly’ will be designed, with products such as: 1. 2. 3.
Gingerbread house bath in a bottle (appendix 6) Plum pudding bath in a bottle (appendix 7) Candy cane bath in a bottle (appendix 8)
All ranges would evoke the feelings associated with the product namesake. The basis of the argument is that consumers would be buying a feeling in a bottle. This separates Radox from the competition who rely on more rational approaches. They emphasise the literal side of their product, such as the actual fragrance, rather than the feeling that fragrance evokes. Radox will use an emotional approach, focussing on the feelings the fragrances evoke.
new category Since the market for shower gel is so crowded, a new category will be created and by doing so there is the potential to fill this new category with Radox. This will give Radox a greater chance at becoming the market leader. To achieve this, the products will not be marketed as ‘shower gel.’ Rather, they will be marketed as a ‘bath in a bottle.’ In addition, the altered price-point will develop a new pricing category. That is, high-end supermarket body washes. Radox will also have the potential to fill this newly developed gap in the market, and possibly become the leader.
the big idea: design packaging In order for Radox to stand out from its abundance of competitors, presentation and packaging of the product is crucial.To evoke a sense of luxury and illustrate the product is high-end, the bath in a bottle will come packaged in a glass bottle. They will be sealed with corks to evoke an old fashioned feeling, assisting in the development of nostalgia towards the product. This style of packaging goes back to the origins of body washes, back when they were handcrafted, special and slightly clinical. The aim is to make the products feel as though they are one off, boutique concoctions, crafted especially for the consumer. This would make the product stand out from competition and also be considered personal. It would make the product rare, and following Cialdiniâ€™s (n.d.) persuasion principles this would be yet another way to make the Radox more desirable. Appendices 1-8 illustrate the newly designed packaging.
labelling The labelling will be minimalist, in order to remain consistent with the high-end theme. A sansserif typeface has been chosen for the labels to maintain the minimalist style, while also making the product look modern. Large sections of emotive copy will be a key feature. Appendix 9 and Appendix 10 are excerpts from the brand book, illustrating the logo development, while Appendix 11 outlines the typography rules.
copy The copywriting on each product will be integral to the brand revitalisation. Copy will be emotive, in order to establish a connection with the consumer, which will ultimately increase the value of the brand in the consumerâ€™s mind. The emotions associated with each product will be captured. For example, the copy on the Birthday Cake bath in a bottle will not just describe. It will evoks the nostalgia of childhood. In order to achieve this, it is critical to deeply understand what a birthday cake means to the target audience. What were the birthday parties they attended as a child like? What emotions did they experience? And what memories remain? Focussing on a younger audience will make the task easier to achieve, as personal experience will come into play.
In order to achieve effective copy, the Communication Accommodation Theory will be adopted when writing. By altering the voice of the copy to resonate with the target market’s inner child, it will make product more authentic and relatable to the particular audience (Dainton & Zelley, 2011, p. 39).
illustrations The illustrations on the bottle have been designed to fit in with the minimalist theme. Simple vector images were crafted, with naïve, youthful elements such as watercolour strokes and pencil lines. This is a nod to childhood, and thus, nostalgia. The simplicity of the drawings also makes the product modern and elegant. A light, feminine colour palette was also chosen for the illustrations to keep the theme consistent.
price The revitalised Radox will be positioned as a high-end supermarket brand as this will evoke a sense of quality the target market desires, while still remaining affordable. However, in order for the range to be seen as high-end it is necessary for the price to be increased, following Bagwell and Riordan’s (1991) notion of price and quality being intrinsically linked. As suggested by Rao (2005), the price of a product can have a significant influence on the consumer’s perception. By making Radox slightly more expensive than its competitors, it should accordingly be perceived as higher quality. This change in price-point will have a twofold effect. Firstly, it will assist Radox in separating itself from the competition, by rising above the plethora of brands fighting for attention in the overpopulated body wash market. Secondly, by carefully selecting the higher end price point, which is virtually untouched in supermarkets, there will be potential for Radox to become the market leader in this subcategory (high end supermarket body washes). The pricing strategy will be effective following the concept of value-based pricing, which suggests the price of a product is indicative of its value (Keller, 2008, p. 200). Not only will a higher price influence the consumer’s expectations of the perceived product quality, but it will also impact actual product performance, due to the Placebo effect (Rao, 2005).
the big idea: channels Presently, Radox’s marketing efforts do not actively engage the consumer. As a result, several channels and corresponding advertising ideas have been proposed to engage the consumer with the brand, doing so in a meaningful way. Many of the channels (in particular, the outdoor channels) employ nostalgia. By ensuring both the products and the advertising executions are nostalgic, it will give Radox the opportunity to have a greater connection with the consumer. This meaningful connection will be achieved by following Keller’s Associative Network Memory Model. Existing childhood memories the audience has with products such as cotton candy and hundreds and thousands, for example (both of which are referenced in the Radox range), will be used as nodes in the Radox network (Keller, 2008, p. 51). Since nostalgia is so effective in making the past seem desirable, whether or not it really was (Farrimond, 2012) it presents the perfect opportunity for Radox to build meaningful connections between their brand and their consumers. This will bridge the gap between already developed emotional connections and the Radox brand.
channel: out-of-home/event/street marketing concept: themed pop-up stores The pop-up stores will be positioned in the central business districts of Sydney, Melbourne and Brisbane.These locations have been selected to expose the newly revamped brand to as many members of the target markets as possible. The stores will be themed, according to the product range. For example the ‘Sweet Memories’ range will play off the childhood memories of consumers, and be complete with foods such as cotton candy, fairy bread and cupcakes. Consumers would need to check-in to the pop-up store to receive additional benefits. This would ensure the street marketing concept is spread to as many people as possible. With the average Facebook user having 245 friends (Hampton et al, 2012), this means each check-in via Facebook will be broadcast to approximately 245 people, many of whom would also fall into the target market. Sweetgreen brand development director, McKee Floyd believes linking online channels to physical spaces offline is essential in fostering brand engagement (Drell, 2012).
Once the consumer has checked-in, they will receive a gift bag. Inside the gift bag will be an informative flyer on the new Radox range, as well as a pamphlet promoting the newly established and reinvigorated online channels and corresponding competitions being run on these channels. Most importantly, the gift bag will contain a shower dispenser filled with Radox product. By including a dispenser rather than just a bottle of product, it will give the recipients an incentive to refill it and therefore, purchase Radox. Consumers will also be able to indulge in cotton candy, jelly beans and any other sweets available in the â€˜Sweet Memoriesâ€™ range. At Christmas time, a themed pop-up store would be positioned in the same location. It will be executed in the same way as the previous pop-up stores, however it will be used to promote the Christmas range.
channel: out-of-home concept: dispensers installed in bathrooms A second out-of-home concept has been designed in order to engage the consumer with not just the brand, but also the product. The idea is for soap dispensers filled with Radox to be installed in locations relevant to the primary target audience. These locations would include office buildings in the cities of Sydney, Brisbane and Melbourne where the target audience works, as well as restaurants, coffee houses and public bathrooms. The exact locations will be carefully selected to ensure the high-end image of Radox is maintained, while also being relevant to the target audience. Examples of where these dispensers would be included in public places includes bathrooms in malls such as Queen Victoria Building (Sydney). In order for this concept to work, there would have to be discussions with parties who own the offices, restaurants, coffee houses, etc. The creative execution of the concept has been carefully considered to ensure maximum connection with the brand through nostalgia. The design would comprise of two parts, as follows:
the dispenser The dispensers would be in the shape of an item representative of the product. For example, a vintage milk bottle or jug style dispenser would be filled with milk and cookies Radox and affixed to the wall. It would be affixed in such a way so the contents of the bottle or jug looks like it is being poured into the consumerâ€™s hand.
For the cupcake flavours, the glass dispenser would be in the shape of a piping bag, with the soap being expelled where icing usually would. The remaining dispensers would be in the shape of elaborate, old-fashioned lolly and cookie jars, affixed to the wall. This shape would be applicable to several different products in the range. While the concept would be sophisticated due to the glass bottles used, it would still give off a nostalgic feeling due to the vintage shaped dispensers. The lolly jars in particular, would conjure up the target audience’s childhood memories. Using a clear glass dispenser is a homage to the original Radox brand. They once prided themselves on using quality and often, natural ingredients (Unilever, 2012). And so, by using a transparent dispenser it reinforces the impression that the new Radox, much like the old Radox, also has nothing to hide.
transfers and qr codes In addition to the dispensers, transfers would be placed on the bathroom mirrors. These transfers would consist of two elements: a quirky quote, which would act as a call to action and a QR code, which would allow the call to action to be carried out. For example, the quote on the mirror might say ‘Love me?’ written in text that looks like sprinkles. Underneath, a QR code would be placed, promoting the consumer to take action. Once the QR code is scanned, the user would find out information about the product they have just used to wash their hands, as well as where they can buy it. If they are interested in purchasing it, they would hit a button ‘Want me?’ which would direct them to a map, (powered by GPS) listing the closest stores stocking the product. Appendix 12 illustrates this concept. The inclusion of QR codes is perfect for the target audience, as they are young and wired, suggesting anything to do with their mobile phone is likely to resonate with them (Lum, 2011). The QR codes would also bridge the gap between the consumer being engaged with the product through sampling and the consumer going on to purchase the product.
seasonal approach The dispensers will be changed to coincide with seasonal holidays and promote the corresponding products Radox offers. In order to promote the Christmas range, the dispensers would be swapped to dispensers in the shape of candy canes, gingerbread houses and puddings on November 1st and remain until the holiday season has ended.
While the Christmas range would limit our target market to those who celebrate the holiday and therefore excluded other religious groups, Australia’s dominant religion is Christianity, suggesting there will still be a large audience for this range (Australian Bureau of Statistics, 2012).
partnerships A possible partnership that could be executed in the same fashion would be with the National Breast Cancer Foundation. This cause would be suitable to the target market as it is the most common cancer diagnosed in women, affecting one in eight women at some stage of their life (National Breast Cancer Foundation, 2012). There are several benefits associated with this partnership. Breast Cancer Awareness Month (October) means the NBCF is a highly publicised charity, working in both the foundation’s and Radox’s favour. It would raise funds for the foundation, it would develop a sense of corporate social responsibility for the Radox brand, and it would also build Radox’s brand equity (Hoefler, 2012). In terms of execution, it is thought a limited edition pink product could be produced and sold in the month of October, as well as being installed in the public bathrooms. Following Cialdini’s (n.d.) rules of persuasion, specifically the rule of scarcity, it is suggested that by limiting the sale of this product to one-twelfth of the year, the product will become more appealing. It will also be more sought-after as it is a charitable product. The Edelman goodpurpose study reveals consumers are more supportive of brands with a social conscious, and if presented with two brands of similar quality and price, the deciding factor would be purpose (Goldberg, 2012). That is, their social purpose.
channel: online concept: website As Radox currently has no website up and running it is recommended that one be launched in conjunction with the companies new product line. By targeting mainly the business to consumer market with this new website, precise features will need to be incorporated in order to cater to the needs of this specific segment. Understanding that consumers tend to prefer less content heavy websites the Radox website will be focused upon providing product pictures rather than long worded explanations.
design The overall design of the website will be simplistic, trendy and classy in order to fit with the newly developed brand image. Furthermore, the website colours, logo and typefaces will be consistent with the requirements outlined in the Radox brand book.
features One of the main features of the Radox website will consist of ecommerce functionalities, added for consumer convenience. Furthermore when purchasing online consumers will be given the opportunity to sign up the Radox database in order to receive special email offers. This feature will be mutually beneficial as Radox will develop and extensive database, which will also be meaningful as they will be able to monitor which type of consumers purchase certain products and tailor their emails to suit each consumer.
integration In order to present a consistent message to consumers, the Radox website will integrate with all other advertising mediums. Furthermore channels such as Instagram and Pinterest will serve as a means for driving traffic to the Radox website whereby consumers will have the opportunity to purchase products. Consumers will be encouraged to visit the website by offering competitions on iIstagram, Pinterest and Facebook where the consumers are required to land on the website page.
channel: online/social networking concept: facebook When operating in a market as diverse as that of the 21st century, companies need to be able to easily recognise trends in the market and smoothly adapt to them. Two of these trends that have not been utilised effectively by Radox are Facebook and Pinterest. Due to this lack of social media understanding Radox has been unable to successfully reach their younger generation of consumers and as a result it is recommended that the company totally restructure its social media campaign. In order to successfully utilise all the benefits that Facebook can provide Radox needs to improve its Facebook page and the quality of its posts. The first change recommended is the designing of a post schedule, outlining when employees should update the page with new content. This strategy is recommended on the basis that the current page is extremely unorganised with updates being made inconsistently every one to three days. Whilst there is not set amount of times a company should update their status per week, it is recommended a status be updated once every two days. The reasoning behind this is it makes sure the customer is continually updated and aware of Radox without being annoyed by constant posting. In regards to the content that should be posted all updates need to be relevant to the company and its products. In addition to this, it is recommended that at least one-third of all posts be in picture form, in order to grab the attention of consumer and increase engagement. Possible posts could include alternative uses for the products, promotional material and question style status updates that encourage customer interactions. Furthermore, those with an extensive knowledge of social media are to be the only ones tending to the page, to ensure such a powerful platform is being used correctly and effectively (Hoefler, 2012).
channel: online/social networking concept: pinterest Operating as a virtual scrapbook, Pinterest has become one of the newest forms of social networking. Reporting over 10 million unique visitors and an average growth of 4000% within the past six months, Pinterest shows considerable marketing potential (Lake, 2012). Furthermore recent statistics show that around 21% of consumers will purchase something a product they find on Pinterest. With this being said however, one needs to appropriately use the medium in order to reap the benefits (WordStream, 2012). The main objective for the new Radox Pinterest page will be to engage the consumer in ways other mediums cannot. In order to do so it is recommended the Radox Pinterest account run a lottery. The lottery will be executed in the following manner. Radox will post up to 50 different pictures of various Radox products and encourage their followers to repin the pictures. At the end of each week Radox will pull one product out of the lottery and every consumer who choose to repin that product will receive it in the mail the following week, free of charge. Distributing free product is one of the most cost effective methods to increase brand equity due to the actual production cost of the product being insignificant to such a large company like Radox. Therefore, whilst there will be some costs associated with the distribution of free products, the awareness and sale generated from the lottery will considerably outweigh these costs.
channel: online/social networking concept: instagram Instagram has taken over as the new social media to be on, with more than 27 million people now taking part in the phenomenon and they are not the only ones. With leading brands seeing the value in this social media tool and advertisers taking these facts on board and making sure they use it to their full abilities. Which is why this is a perfect choice for the rebranding of Radox. “Instagram is a mobile photo editing and sharing app that saw its user base explode from 15 to 80 million since Facebook acquired the company back in April” (Ayotte, 2012). Many brands have taken this information on board and have been using Instagram or Insta for short as unique business opportunity. “Especially retail brands with stunning visual content. Clothing, media, and design-based brands were a natural fit” (Ayotte, 2012). “Big brands are taking notice as according to a study conducted by Simply Measured, 40% of the brands listed in Interbrand’s Top 100 have set up shop on Instagram” (Olenski, 2012). “However, unlike Facebook or Twitter, Instagram doesn’t have business-specific profiles, built-in visibility or engagement metrics, or paid advertising options” (Ayotte, 2012).There are now websites that will help your brand create and run a challenge on Instagram: http://statigr.am/instagramcontest-toolkit. Examples of brands using this new social media to their benefit is ice-cream giant Ben and Jerry’s who are currently using the world of filtered photos for their new marketing campaign.“The famous frozen dessert company is asking fans to submit Instagram photos that capture the ‘euphoria’ of consuming their ice cream, and the winning images will be featured in ice cream ads in their neighbourhoods” (Mlot, 2012). This is a great example of how leading brands are using a new form of social media that is not harassing consumers by annoying advertising like on Facebook. Consumers want to feel apart of the brand and in today’s society want something in it for them. “According to Mashable, about 20 photos will be chosen between now and January, and the winning images will be displayed in local print, bus station, and billboard ads near the fan’s home” (Mlot, 2012). Overall, this would be an ideal platform for the repositioning of the brand Radox, promoting consumers to interact with the brand and getting to know the brand even more through their new favourite social media tool. It will appeal to the consumer’s self-esteem needs in
Maslow’s Hierarchy of Needs. “Esteem needs concern the need to feel good about oneself, one’s abilities and characteristics” (Rouse, 2004, p. 27). Therefore, the consumer will want to get involved because it will make them want to enter the competition and post photos on the Instagram account. The idea would be to encourage consumers to buy the product and take photos with it and upload to Instagram and @Radox and use various hashtags to go into the draw to win say $20,000 worth of products or a trip somewhere or something to boost Radox as a brand and getting the consumers more involved with the brand by enticing them.
final recommendations We at Nostalgia Productions believe the re-branding of Radox is essential to ensure the future success of the company. And we are adamant nostalgia is integral to this re-branding process. Nostalgia has been intrinsically linked to the redesign of the Radox brand to ensure universal resonance with the target audience. Novel advertising concepts have been specifically envisioned, with the channels selected deemed highly suitable for the target audience. It is for one last time, we advise Radox to take advantage of power of nostalgia. For it is this concept that could truly bring back the enviable consumer base Radox once held in the past, by enlightening a new generation, and taking them back to the place they yearn for.
appendix 1 rebranding example sweet memories - hundreds and thousands
thousands fairy bread. the most magical food around. all because of those cute little rainbow sprinkles. they instantly made everything more delicious. and fun. they sat in a jar in the pantry. screaming to be added to every slice of bread. every freshly iced cupcake. and every scoop of ice-cream prepared in your mumâ€™s kitchen. hundreds and thousands of joyful moments encased in an glass jar.
(sweet memories) by
appendix 2 rebranding example sweet memories - milk and cookies
milk & cookies
itâ€™s been a long day. you toss your backpack on the ground, and pour yourself a glass of milk. the cool liquid makes the glass go frosty. you grab two of mumâ€™s home-baked choc chip cookies. perfection. everything else washes away as you take the first sip. ahhhhh.
(sweet memories) by
appendix 3 rebranding example sweet memories - cotton candy
that cheerful fairground g music plays. clowns on stilts pass you by. there’s even a pony in a tutu. but something else grabs your attention. the sweet fluffy clouds pass you by, each one more delicious looking than the last. you tug mum’s skirt. pretty please? she purses her lips. cue puppy dog eyes. she nods gently and passed you a coin. within seconds, you’ve got your very own fluffy pink cloud.
(sweet memories) by
appendix 4 rebranding example sweet memories - birthday cake
susieâ€™s birthday party. pretty dresses. pass-the-parcel. glitter. giggles. hide and seek. cups with your name on them. super fizzy fizzy drink. pin the tail on the donkey. pinatas. birthday cake. party bags. never feeling so tired in your life as you do right now. but never wanting to go home.
(sweet memories) by
appendix 5 rebranding example sweet memories - jelly beans
a bag full of jelly beans colourful and sweet is a special treat. all the colours of the rainbow are a bean-shaped candy with a jellylike centre and firm sugar coating. you canâ€™t go wrong for a with these for sugary snack. jelly beans, jellybeans, shifting in the jar. jelly beans, jellybeans, bouncing everywhere.
(sweet memories) by
appendix 6 rebranding example oh-so-jolly - gingerbread house
the warm, spicy scent escapes from the oven and fills the kitchen. mmmmmm. waiting for it to cool is the hardest part. lollies! icing! lollies! little hands frantically grab and stick, grab and stick. red sugar buttons here, green mint leaves there. thick, white icing. sprinkles. it was the only time you could play with your food. and it never tasted so good.
appendix 7 rebranding example oh-so-jolly - plum pudding
a warm plum pudding, served after the extravagant feast that was christmas lunch. a traditional christmas dessert that combines all the classic christmas flavours, including fruit, nuts, cinnamon and orange. top it off with a smooth custard to complement the rich plum pudding. Made with love it will leave you yearning for more as you sit with a plum belly full off pudding.
appendix 8 rebranding example oh-so-jolly - candy cane
the first candy cane of the season. sticky fingers. christmas cards from everyone in your fourth grade class. even jimmy. that permanent peppermint flavour in your mouth. getting red lips. or green lips. or red, green and blue lips if you were lucky enough to get one of those spiffy rainbow ones. school holidays. family. santa.
appendix 9 brand book: logo design (part I)
Several handwritten style typefaces were experimented with until the perfect one was found.
radox radox radox radox radox radox 32
appendix 10 brand book: logo design (part II)
In order to encapsulate the essence of the original logo in the newly designed logo, the letters ‘r’ and ‘x’ have been stylised to portray the traditional green leaf shape Radox has been identified with for years.
A effortless, handwritten style of typeface was chosen to evoke femininity, sophistication and a sense of youthfulness. Stylising the typeface (as discussed earlier) has made it unique to Radox.
The slight slant to the right of the text is a homage to the original logo, which also tilted towards the right.
appendix 11 brand book: typefaces
The logo typeface is called The Only Exception, however this typeface should never be used. Only the stylised version of the word â€˜Radoxâ€™ in The Only Exception typeface may be used.
Aside from the logo, the only typefaces to be used are Quicksand and Didot.
Quicksand is to be used primarily, with Didot to be used only for symbols, such as the ampersand.
quicksand book quicksand light abcdefghijklmnopqrstuvwxyz
The bulk of the text must be Quicksand Book, while titles can be a combination of Quicksand Book and Quicksand Light. All text must be in lower case regardless of grammar rules. All text must be black.
appendix 12 out-of-home dispensers qr code in action
thousands fairy bread. the most magical food around. all because of those cute little rainbow sprinkles. they instantly made everything more delicious. and fun. they sat in a jar in the pantry. screaming to be added to every slice of bread. every freshly iced cupcake. and every scoop of ice-cream prepared in your kitchen.
2. stores closest to
bibliography Australian Bureau of Statistics. (June 21, 2012). 2071.0 - Reflecting a Nation: Stories from the 2011 Census, 2012â€“2013. Retrieved from http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/2071.0main+features902012-2013 Ayotte, E. (2012). Using Instagram for Brands. Retrieved from http://socialmediatoday.com/ erica-ayotte/845176/using-instagram-brands Bagwell, K. & Riordan, M.H. (1991). High and Declining Prices Signal Product Quality. The American Economic Review, 81(1), 224-239. Retrieved from http://www.jstor.org/discover/10.2307/2006797?uid=2129&uid=2&uid=70&uid=4&s id=21101431276947 Beauty Heaven. (n.d.). Radox. Retrieved from http://www.beautyheaven.com.au/brands/468Radox Belch, G.E., & Belch, M.A. (2012). Advertising and Promotion: An Integrated Marketing Communications Perspective (9th ed.). New York: McGraw-Hill/Irwin. Booz&Co. (2008). Consumer spending in the economic downturn. Retrieved from http:// www.booz.com/media/uploads/Consumer-Spending-in-the-Economic-Downturn.pdf Brand Republic. (2012). Unilever repositions Radox to promote natural ingredients. Retrieved from http://www.brandrepublic.com/news/article/1143432/unilever-repositions-radoxpromote-natural-ingredients/ Chemist Warehouse. (n.d.). Radox Muscle Soothe Bath Salts Relaxing 500g. Retrieved from http://www.chemistwarehouse.com.au/product.asp?id=56702&pname=Radox+Muscle+Soo the+Bath+Salts+Relaxing+500g Cialdini, R. (n.d.). Cialdiniâ€™s Six Principles of Influence. Retrieved from http://www.mindtools. com/pages/article/six-principles-influence.htm Dainton, M. & Zelley, E.D. (2011). Applying Communication Theory for a Professional Life: A Practice Introduction (2nd ed.). Thousand Oaks: SAGE Publications, Inc.
Department of Health and Ageing. (2012). Cosmetics guidelines. Retrieved from http://www.nicnas.gov.au/current_issues/cosmetics/labelling_of_cosmetics.asp Deutsch, B. (2010, January 26). The Power Of Nostalgia In Advertising. Retrieved from http:// www.brandingstrategyinsider.com/2010/01/the-power-of-nostalgia-in-advertising.html Drell, L. (2012, March 15). 12Top Community Managers ShareTheirTips For Better Engagement. Retrieved from http://mashable.com/2012/03/15/community-manager-engagement-tips/ Edelman Insights. (2012, April 20). Global Deck: 2012 Edelman goodpurpose Study. Retrieved from http://www.slideshare.net/secret/4FBiBICpOiDK3r Farrimond, S. (2012, July 23). Nostalgia: Why we think things were better in the past. Retrieved from http://realdoctorstu.com/2012/07/23/nostalgia-why-we-think-things-were-better-in-thepast/ Foursquare Labs. (2011). Foursquare Brand Book. Retrieved from http://playfoursquare. s3.amazonaws.com/press/foursquare-brandbook.pdf Goldberg, A. (2012, April 25). Introducing: goodpurpose 2012. Retrieved from http://purpose. edelman.com/slides/introducing-goodpurpose-2012/ Gordon Rouse, K.,A. (2004). BEYOND MASLOWâ€™S HIERARCHY OF NEEDS: What do people strive for? Performance Improvement, 43(10), 27-31. Retrieved from http://search. proquest.com/docview/237236046?accountid=26503 Hampton, K., Goulet, L., Marlow, C & Rainie, L. (2012, February 3). Why most Facebook users get more than the give. Retrieved from http://pewinternet.org/Reports/2012/Facebookusers/Summary.aspx?view=all Hoefler, C. (2012, September 11). Week 1 Lecture. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, September 18). Week 2 Lecture â€“ Brand Positions and Values. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia.
Hoefler, C. (2012, September 25).Week 3 Lecture – Brand Marketing. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, October 2). Week 4 Lecture - Integration and Leveraging. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, October 9). Week 5 Lecture – Measuring Brands: As seen by Aacker and Schultz and Schultz. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, October 16). Week 6 Lecture – Brand Extensions. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, October 23). Week 7 Lecture - Building a Brand. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, October 30). Week 8 Lecture – Popular Culture and Brand. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, October 30). Week 9 Lecture – You Branded What? Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, October 30). Week 10 Lecture – What is to Become of Branding. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Keller, K.L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.). New Jersey: Pearson Education Inc.
Lake, L. (2012). Pinterest Offers Marketing Benefits to Small Businesses. Retrieved from http:// marketing.about.com/od/socialmediamarketing/a/Pinterest-Offers-Marketing-Benefits-ToThe-Small-Business.htm Lum, R. (2011, March 21). Using QR Effectively in Your Next Guerrilla Marketing Campaign. Retrieved from http://www.creativeguerrillamarketing.com/guerrilla-marketing/qr-effectivelyguerrilla-marketing-campaign/ Messieh, N. (2011, September 11). Scavenger Hunts: How social media and mobile help deliver a successful marketing campaign. Retrieved from http://thenextweb.com/insider/2011/09/11/ scavenger-hunts-the-key-to-a-successful-marketing-campaign/ Miller, M. (2010). Old Spice Vs. Dove: Analysis of the Body Wash Wars. Retrieved from http:// www.wonderbranding.com/2010/04/old-spice-vs-dove-analysis-of-the-body-wash-wars/ Mlot, S. (2012). Ben 7 Jerryâ€™s Using Instagram Pics for New Ad Campaign. Retrieved from http://www.pcmag.com/article2/0,2817,2412185,00.asp Morgan, R. (2012). Shower Gels and Body Washes Scrubbing Up In Popularity among Aussie Men. Retrieved from http://www.roymorganonlinestore.com/News/Shower-Gels-and-BodyWashes-Scrubbing-Up-In-Popula.aspx National Breast Cancer Foundation. (2012). About breast cancer. Retrieved from http://www. nbcf.org.au/Research/About-Breast-Cancer.aspx Neff, J. (2010). How Body Wash Beat the Bar in the Battle of the Bathing Products. Retrieved from http://adage.com/article/news/body-wash-beat-bar-battle-bathing-products/142088/ Newman, A, A. (2009). Adding a Masculine Edge to Body Wash. Retrieved from http://www. nytimes.com/2009/09/08/business/media/08adco.html?_r=0 Olenski, S. (2012). More Brands Joining Instagram And With Good Reason. Retrieved from http://www.forbes.com/sites/marketshare/2012/08/13/more-brands-joining-instagram-andwith-good-reason/
Rao, A.R. (2005).The Quality of Price as a Quality Cue. Journal of Marketing Research, 42(11), 401-405. Retrieved from http://www.marketingpower.com/ResourceLibrary/Publications/Jour nalofMarketingResearch(JMR)/2005/4/jmkr.42.4.401.pdf Sigurdsson, M. (n.d.). The World According to Skype â€“ Brand Book. Retrieved form http:// download.skype.com/share/blogskin/press/skype_brandbook.pdf Unilever. 2012. Radox. Retrieved from http://www.unilever.co.nz/brands-in-action/detail/ Radox/305175/ Weber, H. (2011, December 20). A look at brand books from the best in the business - Apple, Nike and more. Retrieved from http://thenextweb.com/dd/2011/12/20/a-look-at-brandbooks-from-the-best-in-the-business-apple-nike-and-more/ WordStream. (2012). Pinterest Marketing Guide. Retrieved from http://www.wordstream. com/blog/ws/2012/05/01/pinterest-marketing-guide 2sustain. (2011). Consumers more concerned about pollution. Retrieved from http://2sustain. com/2011/09/consumers-more-concerned-about-pollution-water-shortages-than-climatechange.html