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seventeen


contents

chapter one -the brief / who are seventeen / seventeen timeline / attributes and values / consumer perceptions / in-store primary research / competitors / swot / testing the products / laura birch interview / findings, rational and emotional benefits-

-pgs. 4-35

chapter two -high-low approach / the gap in the market / go to brand for basics, simplistic packaging / redefining attitude / iconic women / consumer profiles / findings-

-pgs. 36-57

chapter three -the athena woman / feminism trend insight / emerging, dominant and residual trend map / i’m a woman and.../ findings-

-pgs. 58-69

chapter four -recommendations/ exceptional women, exceptional price, exceptional product / -pgs. 70-79

3


chapter

one This chapter illustrates a thorough insight into the primary and secondary research conducted to gauge an in-depth understanding and knowledge of Seventeen as a brand. This initial overview outlines seventeen’s strengths and weaknesses through a detailed SWOT analysis, also considering the perceived consumer perceptions of the brand and reflects upon the primary competitors, concluding with the recommendation to exploit their rational and emotional benefits.


the brief The aim of this research project is to formulate a re-brand of Seventeen cosmetics within the personality, humour and wit sector, in-turn creating a new brand image and identity so to target the new consumer demographic of 25-35 year olds. This proposed brief has resulted in an analysis of the current market trends, an insight into the new consumer demographic and an in-depth reflection upon the cosmetics sector, resulting in three succint and informed recommendations.

- Identify opportunities within the market.

- Identify the future consumer and cultural trends. - Gain an understanding into the preferences of the 25-35 consumer demographic, so to market Seventeen effectively. 6

aims

- Evaluate the current situation for Seventeen (brand & in the market) to understand where the problems lie.


Fig.1. Boots 17, 2010

7


who are seventeen brand identity now

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Fig.2. Who are Seventeen, 2013

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seventeen timeline

10


Fig.3. Seventeen Timeline, 2014

11


seventeen has a very stong

attribute

consumer trust and

seventeen

loyalty

this,

seventeen’s online presence is

the

boots website,

consumers

exposed

thus serving as a

with new product launches.

price point. don’t sacrifice

seventeen products that

a strong

is

their

brand attributes & values 12


.

parent brand

in

boots.

should exemplify to

enhance

towards the

not

to

a

mass

brand.

audience

direct channel

Fig.4. Testing Seventeen Cosmetics , 2014

through

to attract

strongest cheap, affordable quality.

One of the

only

benefactors of

cosmetic

13


Cheap

dull bold

teen

teenage

naff

good value

forgotten

pretty heritage

value

consumer perception 14


colourful

dated

cheap price-point

young

boots

outdated

tacky

bright

unappealing

15


pr

16

in-store primary research competitor brands

(

- ” ke y ma it r al fo qu d an od br go e d it an ur p vo ea fa ch my ty t is re ) p 13 l me ’s 20 im it s, “R ; ger up rod

Fo , ry whi o Gl s ( & tic ” p e l a m So cos wel ve o d lo n t te “I raw en d es


I

ve ie

h ac n ca al on

s ok per lo my l is ra ck

t no ut sti I ’s ne lip it s o , d , ic re 3) , 3) me ood 201 ss r 01 r la ei , 2 g c fo is th, th son e t mi th n, rob ou ity (s o ( ke vl ” ds al a” li Re te an qu tr i st e ex “I th ur th le wi vo ly fa a l but itt l re t ng a fi i g n e ag i n B e ck n d k pa s p e in e th th ind “I st t m ju n’ do

be and nd d te age I k , pac e m e ) or ar 013 2 h ic ,

yl ta

or

17

Fig.5. In-store Primary Research , 2013


18

competitors


Fig.6. Seventeen Lasting Fix Lipstick , 2013

19


maybelline

good value bold /colourful aesthetic endorses the supermodel/ glam look positioned within the ‘confident/colour/experimental’ sector of cosmetics popular with consumers betweeen the ages of 15-28

Fig.7. Maybelline Colossal Mascara , 2014

20


Fig.8. New York City , 2012

21


collection

22


low price point girly /colourful aesthetic endorse celebrities within campaigns positioned within the ‘confident/colour/experimental’ sector of cosmetics popular with consumers betweeen the ages of 15-22

Fig.9. Collection, 2014

23


Fig.10. RIimmel London, 2014

24


rimmel london

good value ‘city chic’ aesthetic endorse celebrities and supermodels within campaigns positioned within the ‘confident/colour/experimental’ sector of cosmetics popular with consumers betweeen the ages of 18-30

25


barry m

26


low price point bold/ bright aesthetic endorse models within campaigns positioned within the ‘confident/colour/experimental’ sector of cosmetics popular with consumers betweeen the ages of 15-23

Fig.11. Barry M, 2014

27


swot video

28


http://vimeo.com/80979043

Fig.12. SWOT, 2013

29


testing the products

The purpose of this experiment was to gauge if the target consumers would be able to identify Seventeen’s packaging once it has been masked in tape...

30

Fig.13. Testing the Products, 2014


aim

-renew consumers perception of Seventeen from a ‘cheap, tacky and naff’ brand... -by exposing consumers to the true quality of the products, making them realise the great value and potential of the brand. 31


32

interview with laura birch

Fig.14. Shh! My little Secret, 2012


“ the

quality

products has

always

of

seventeen

been

exceptional

make sure that the

premium products to

quality

that customers get for the

price point

is as

good

as it can be (Birch, 2013)

“

we benchmark much more

33


rational and emotional benefits

findings34

seventeen

hold strong

rational benefits,

in terms of their price point, i.e. purchasing a product from seventeen doesn’t seem a risky investment to consumers.


opportunity to enhance the weak emotional benefits consumers associate There is an

seventeen desirability and

with

surrounding the notion of

luxury

Findings: Opportunity to

emphasize

(price) attributes and attributes.

the rational

boost the

emotional 35


chapter chapter chapter

two two two two two This chapter illustrates and defines the target consumers spending habits by identifying the ‘high-low approach’ adopted. This insight is further exemplified by outlining the potential gap in the market for Seventeen to become the ‘go to brand for basics’. This chapter also tackles how Seventeen could refine ‘attitude’ to their new consumer demographic.


high- low approach 38

Fig.15. High-Low Approach, 2014


a high-low approach to shopping epitomizes seventeen’s target consumer spending habits 39


high priced products (ÂŁ15 and above)

1

40

high- low approach

low priced products (ÂŁ5 or below)

a variety of high and low priced products

Fig.16. High-Low Approach- 2, 2014


a visual representation of our online survey results, demonstrating the athena woman’s spending habits

2

27 41


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e

Fig.17. The Gap in the Market, 2014

the gap in the market

un

43


go to brand for basics simplistic sophisticated packaging simplistic packaging packaging

44

Fig.18. Go to brand for Basics, 2014


there’s a real opportunity for seventeen to re-brand themselves as the ‘go to brand for basics’ adopting a similar style of design and aesthetics as shown above to appeal to the 25-35 consumer’s taste of simplicity. 45


teenage

rude

fiesty

childish

46

redefining attitude

immature

young


confidence

strong empowerment

speaking up for yourself

strong willed

independence

being memorable

different

a positive stance on life

the way you present yourself to the world hard working

high morals

success standing

up for your beliefs

47


iconic women

48

Fig.19. Iconic Women, 2014


these iconic women embody the redefined attitude, they are positive role models who represent empowerment of females. a key notion underpinning the re-brand of seventeen. 49


di 7.3 nn 0p er m

ok

co

d an e m ho e riv

da y of th e 3pm- 4pm Late lunch and catch up with friends

6 pm ss cla ba gym pm zum the -7 m ng in 5p eni out Ev rk wo d

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Ar

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3 pm

9 pm 0am 2:3 d 1 8pm ing an d p rea on s slee p u r h hou atc V, c um 8 T tch inim Wa the m get

1p Fi mrs 3p tz m um ba

12am Early afternoon run to kick start the day

12

by ick

qu

Occupation Zumba Teacher hobbies/interests Zumba, running, cycling, rowing and swimming.

sophie, 25

consumer profile

a

50

the active enthusiast & Browser

make-up approach Sophie’s make-up is kept minimal, she doesn’t buy expensive products apart from foundation, as she doesn’t want to loose products when she’s on the go. type of consumer Sophie is an example of a Browser. She is the type of consumer Seventeen could capture and engage through their rebrand. Sophie knows the brand, but maybe thinks other are more desirable.


Fig.20. Consumer Profile- Sophie , 2012

51


Fig.21. Consumer Profile- Karishma , 2011

52


1p Ke m-5 po ep :30 he litic up pm alt al tohy iss da un ue te d e s w w it rs ith h a ta n d in t ll c u ing he rr an new ent a d aw s, m ffai ar ai rs a en nta n e s in d ing s a

12am-1:30pm Lunch with fellow employees

12

9 pm

3 pm

9pm Organise work schedule for the week ahead and read the evening papers

the feminist & fan Occupation Political activist

make-up approach Karishma likes to keep her look simple and minimal, but makes an effort for special occasions. type of consumer Karishma is an example of a fan. She buys Seventeen’s products because of the great price. Karishma overlooks the packaging, but doesn’t want to feel fooled by gimmicky brands offering 10 varieties of mascara.

karishma, 34

hobbies/interests Running, keeping active, cooking and yoga

consumer profile

Co a b ok d ott inn le of er w wi ith ne hu at sb ho an me d a n

dr

6 ela :30p xw m ith

6 pm

53


12am-2pm Take children to playgroup and socialise with other like-minded mum’s

12

9pm Un-wind with a glass of wine and watch some T.V, also post any new articles of interest on personal beauty blog

9 pm

en

a

3pm Cook a mid-afternoon snack for children, play and keep them entertained

4:3 Mo 0pm ch bile an ce hair to dre un ss wi er nd ap an po d r int ela me nt, x

The Mum & Commentator Occupation Beauty blogger and full-time mum hobbies/interests Cooking, yoga, walking and looking after her children.

sarah, 35

54

consumer profile

r ild ch d e e th e or b h f t Ba ady re

ge

6 pm 6pm Cook dinner for the family and enjoy quality time.

t

nd

m 7p em th

3 pm

make-up approach As a new mum, Sarah isn’t wearing as much make-up, and keeps her look minimal. She takes a high low approach to make-up and looks for affordable prices. type of consumer Sarah is an example of a commentator. She shares her opinions and influences many like-minded females through her personal blog.

a


Fig.22. Consumer Profile- Sarah , 2013

55


high- low approach

findings-

Consumers take a when purchasing cosmetics

56

there is a the

gap

in the market for

seventeen

go to brand for basics

to be


seventeen need to

attitude

redefine the

connotations of

and channel a notion of

female empowerment seventeen’s diverse

new target consumer demographic are a

audience of versatile lives.

empowered women who lead

57


chapter

three This chapter illustrates and outlines the new consumer attitude for women, entitled ‘The Athena Woman’ connoting that Seventeen should adopt and endorse positive, strong images of women for their rebrand. Further to this, a reflection upon the new feminism trend is denoted, helping to inform and plot what the emerging cosmetic trends could be and how seventeen could adopt this strategy.


“scour your heritage to show a human side. the athena woman doesn’t have time for faceless brands”

60

Fig.23. The Athena Woman , 2014

the athena woman

(raymond, 2013)


“Celebrity endorsements do not resonate with her, she knows Penelope Cruz doesn’t use l’oreal all the time” (raymond, 2013)

“present positive images of women who aren’t surrounded by cherubs and doting husbands” (raymond, 2013) 61


ow sh n’ e w p f om w 14 s u S S / io c s e n vi ow d ‘ ck le ri tit en

y a s

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s e’ k ic n th ome ng in g w pi b ro tin ty of tra eo s y od mon er r e t a d p s - o, r e ’ e es vid d n li es en n g d i e of in d l f e g e n ‘d urr ri l i b t e r a 62 Fig.24. Feminism Trend Insight, 2014


ty s i l un

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give le y m it nd

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a

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feminism trend insight

#

s po rt r fo a spo g in in in g ll ra ve a u e ‘ o s nc chi a e id , o a d n t A g e ai en h t mp om ca w of

63


trend map

emerging new thinking new thinking

of substance women women of substance

dominant today’s statusquo quo today’s status

real real women women

residual standardized beauty beauty yesterday’s ideals yesterday’s ideals 64


Fig.25. Trend Map, 2014

65


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i’m a woman and...

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e th th d e is an th n e g co lin ty e r on ni ). o i 013 t en n 2 i m ed wo em s, e u n f f yl o s f d o (st n ce a n e . r “b ese uag ng” pr ng opi la vel de


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Fig.26. I’m a Woman and..., 2014

67


ls:n global

forecasted a new consumer attitude, entitled

68

findings

the athena woman. there is evidence of this

trend emerging,

with brands

starting to present stronger images of

women.


feminism

the notion of is showing signs of being redefined, with brands adopting this

emerging trend positive

to demonstrate

empowerment of women.

the ‘i’m a woman and’ experiment illustrated consumers’ confidence within themselves and their

unique approach on

life.

69


chapter

four

This chapter condenses the collective findings and insights outlined in this portfolio to propose three strategic recommendations for Seventeen’s rebrand.


72


exceptional women

Fig.27. Adidas all in for #mygirls, 2013

73


exceptional price

Fig.28. Exceptional Price, 2014

74


75


76


exceptional product

Fig.29. Apolosophy Packaging, 2014

77


exceptional women Redefine the meaning of attitude, to empower women with positive female images

exceptional price the go to brand for value and high quality essential basics

exceptional product a no-fuss paired down packaging approach, exemplifying the simple essential range

78


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Seventeen