O'beirne, mollie fash10106 promotional plan (1)

Promotional Plan Mollie O’Beirne - N0572090 SUMMER 2015

Contents 4

CONTEXT: PEST & SWOT

6

BIG IDEA: SUMMARY BRAND POSITIONING MAP CONSUMER

12

CREATIVE CONCEPT: SUMMARY GRAPHICS TEAM & REDESIGN INSPIRATION ADVERT MOODBOARDS & PLANNING FINAL UNEDITED IMAGES FINAL EDITED IMAGES BRAND ONION

EXECUTION & PLAN 6 MONTH PLAN EXPOSURE ONLINE PRESENCE INSTORE EXPERIENCE VISUALISING CONSUMER DECISION PROCESS

28

36

MODEL CONSENT FORM

38

SUMMARY

39

BEHIND THE SCENES

Introduction High

disposable income of consumer, trendy lifestyle, and being more adventurous in trying out new scents are all adding to the growth of the fragrance market. With the population becoming increasingly conscious of their image , people are willing to spend more on a product that enhances their appearance to others. A key component in contemporary image is not only the way in which you are perceived through the eyes, but to also be appealing to other senses, such as smell, has become significantly more important to the average consumer. Through hedonic consumption; the consumption of products based primarily on the desire to experience pleasure and happiness, the fragrance market taps into this vulnerability of the consumer.

that a small, but ever growing part of society is trying to make slowly die out. Our product, Essentia, is here to help speed that process along, and kickstart the beginning of a new type of product into the world of fragrance. The following promotional plan will; explain our big idea in more depth, address who exactly our key consumer is, how we will successfully communicate with them, and how we intend to make this product a success.

Presenting them with images and ideologies of the person society expects them to be, rather than who they already are, appeals to the consumers exterior emotions as oppose to their inner selves.

The primal desire of the consumer to break free from reality and submerge into the fictional, onesided life of another is an ideology figs. 1 & 2

Context When it came to creating an entirely new brand, it was important that we looked at a range of external factors before we eventually settled on our initial idea. This involved observing the current macro-marketing environment, which refers to the wider situation impacting on all businesses, as it is out of any company’s direct control. The macro trend environment can be broken into four key categories; Political and legal factors; Economic factors; Social and Cultural factors and technological factors. This PEST analysis enabled us to ensure that we were aware of these current factors in the market before creating our brand, and also helped us to create the brand itself, catering to the current needs of the fragrance market, and therefore the consumers themselves.

Political and legal factors must always be considered when introducing a new product.

Need to keep in mind factors of trade for glass, and not be too over reliant on shipments as we are making three bottles at a time.

The economic climate has a significant influence over the fragrance market and the consuer decision making process.

The brand will therefore cater to the consumer, of whom is a student, by providing three fragrances for a price of one average luxury fragrance.

Society’s growing view in favour of feminism will have an influence in the fashion and perfume market as a whole.

The brand will therefore introduce the concept of a multi narrative product that presents women in multiple ways, as opposed to just one.

The technological world is the easiest way for consumers to view and buy new and desired products.

The brand will therefore be very social media based and active in order to get a direct connection to their consumer.

P S

E T

Our SWOT analysis can be used to assess the internal strenghts and weaknesses of the brand, and identify external factors that might provide potential opportunities within the fragrance market. It will also enable the brand to evaluate potential threats and understand how it can overcome them, as analysing potential weaknesses before they occur permits the brand to quickly recognise how to eradicate them.

The main strength of our brand is that it is unique.

We have introduced an entirely new concept into the market that has not yet been addressed and it will make us stand out.

S O

We have an oppurtunity as a brand to really make a change within the industry for the sake of the current young female population, and how they are being represented by this very backward industry.

The fact that a lot of people may not understand the product and what it stands for at first could be a potential hurdle for the brand to overcome.

It will do so through it’s connection to social media, with regular posts and in depth biographies.

W T

The brands potential threats would be other brands that offer fragrance sets. However, these brands will all only have a single narrative and tone of voice in their advertisements which will continue to differentiate themselves to our unique product. figs. 3 & 4

Big Idea Our brand’s big idea was to create a set of bottles containing three perfumes, each named after one of the three Grace Goddesses.

These Goddesses individually represent a different characteristic and emotion; beauty, joy and charm. Each Grace Goddess represents a different area of a woman’s character, of which she already possesses naturally, as these goddesses are attempting to reflect a woman’s innerself rather than her outerself.

The fragrance market in contemporary society projects hundreds of singlenarrative advertisements to consumers on a daily basis. These adverts consist of women acting as a representation of a single character. These personas issued to the models are usually an extremely ill fitting reflection of the average woman, and therefore present the consumer with an unattainable image of whom they potentially could be instead of who they already are. Our brand asks why these outdated representations are still being expected of the consumer to buy into, as we

believe that they should be embracing and utilising the characteristics they already posses, which is what shapes their personality. our use one figure for each emotion, the Grace Goddesses are always pictured together, representing a unified outlook on women, as they each share

In 2016, the global fragrance market is estimated to be worth about USD 40.1 billion different emotions and characteristics rather than being tied down to one.

Essentia as a brand is unique in that we represent something much larger than just an average fragrance on the market. We represent the hopeful beginning of a movement within the

industry, the acknowledgement within the perfume market that a woman naturally embodies more than one characteristic at a time, and should be represented in such a way.

In 2016, the global fragrance market is estimated to be worth about USD 40.1 billion.

This must mean that the industry has some sort of global influence, and therefore could have the capacity to make a change among the way their consumers perceive the fragrance industry and the way in which women are being presented and represented.

Our overall aim and hope is that the introduction of this brand does not create a fad or just a simple trend that eventually dies out, but a megatrend that will influence the market over a long period of time.

KEY INSIGHTS : After initial market research that enabled the brand to find it’s gap in the market, we created a brand positioning map, that enabled the brand to decide how to differentiate and compete against current brands in a similar sector in the market. As Essentia would be considered to be a reasonably priced luxury item, we assessed and researched the pricing of similar products in the market, such as Marc Jacobs, of whom also offers a set of perfumes, and Versace, whose style of bottle is similar to ours as their product is Grecian themed. As we believe that our product contains a higher quality of perfume than that of Marc Jacobs, but is not an established enough designer brand as Versace, we placed Essentia in between the two in regards to pricing.

luxury

perfume sets

vintage bottles

Mid market

fig.5

USP:This product is for those who can connect with the brand through their appreciation of the fashion culture, but also for their interest in the current feminist movement slowly breaking the internet.

Essentia’s average consumer will be a girl, aged between 18-23, and will most likely be a student situated in a thriving cultured city.

They will be classed as ‘Early Adopters’, those who accept and embrace change and enjoy new ideas. They will have a genuine interest for the fashion indusry, trends, and what shapes and contributes to them, keeping up to date with the industry through constant use of social media.

They will consider themselves to be ‘feminist thinkers’ and disagree with the way in which women are being portrayed in today’s current perfume advertisements.

The consumer will have an interest in antique vintage items, but mainly shop on the highstreet due to the fact that they are a student. They will also consider perfume to be their one luxury item.

A highstreet item that embodies a vintage and antique style will therefore appeal to their taste and cater to their financial needs.

fig.6

Name : Karysha Age : 20 years of age Hometown : Brooklyn,New York Occupation: Studies Modern Art at NYU

Media habbits: Active blogger and

Facebook user Hobbies: Debating society member, intern at the MET Spending habbits: mainly highstreet, one luxury item always perfume.

Name : Maria Universal Age : 19 years of age Hometown : Rio,Brazil Occupation: Studies part time and works in an antique collecters store.

Media habbits: Active Facebook & Twitter user Hobbies: Atronomy, yoga Spending habbits: loves vintage pieces and accessories.

Name : Hannah Age : 18 years of age Hometown : London, England Occupation: Studies Fashion Branding at FRA

Media habbits: Active tumblr &

Consumers

pinterest user Hobbies : street style photography, contributor of college magazine Spending habbits: searches for highstreet items that resemble vintage pieces.

figs.7,8 & 9

Creative Concept

bottle // advertisement // promotional video

fig. 10

A considerable amount of pre-planning and organization is required to ensure that the creative aesthetics of a brand are conducted efficiently, and that it will generate the most positive results originally envisioned by the brand .

The first piece in the creative process was the actual creation of our bottle. To do this our team were to collaborate with graphic design students, creating a detailed brief for them to follow and therefore come up with a design that best fitted our vision.

When creating the Fragrance Design briefing booklet, our primary aim was to stick as close to the brief as possible, which was to: create a booklet which communicates our fragrance concept in order to brief graphics on our bottle and packaging requirements, and to bring it to life with both visuals and text.

The booklet included our group’s concept, consumer, competition and bottle

and packaging. In order to receive the best results, our group made sure that each of these sections were as informative and detailed as possible, as we already had quite a clear vision of the appearance of the bottle and did not want the graphic team to stray away from what we had visualised.

Our general style of the bottle that we wanted to stick with was that of an antique theme. We decided this while doing initial market research solely for the bottle design, knowing that we had to find something that also correlated and related back to our big idea, as when observing department stores such as boots and Debenhams, there was a consistent theme of contemporary, plain bottles with smooth surfaces. There was a clear lacking of and gap in the market for a set of old, antique style bottles, which tied in nicely with our idea of the bottles being named after the ancient Grace Goddesses. The contrasting juxtaposition of a brand new idea and movement presented to the consumer through an old style of bottle will also be something that

enables the product to stand out.

When researching old, antique style bottles as a source of inspiration to present to the graphics team, we came across 19th-20th century bottle designer, Rene Lalique, of whom we used as our primary source of visual inspiration for the graphics team in the booklet(fig.8). As the bottles used as examples were actually antiques made years ago, and not just a copy made in recent years, we believed that this would be a useful primary source for them to go by and take inspiration from.

The bottles we took an especial interest in were those with images of women and goddess like creatures embossed onto the bottle. We believed that if we were to replicate this style, it would add character and give the impression that the bottles had been around for a long time, like Lalique’s. We presented these to the graphic designers, asking if they could design three bottles in this similar style, with a different Grace Goddess on each bottle.

Our perfume would be considered to be a high end product due to the fact that it would contain pure perfume, meaning that it contains a high concentration of aromatic compounds, making the scent last a longer amount of time.

Due to this fact, we decided to continue with Lalique’s stopper style perfume, where instead of a modern style spray, the consumer would dab the perfume onto their skin, as the amount of perfume needed would be minimal per usage. style of application.

This also further differentiates our product to those hundreds on the market that do not offer this. The uniqueness of our bottles aesthetics are so important to the brand as the consumer’s first impression of the product will always be based upon it’s appearance. The more different the appearance of the product appears to others surrounding it, the more likely a consumer will be to approach it. Once we then have our audiences’ attention, they will then be able to recognise other differences and characteristics that the

“The more different the appearance of the product appears to others surrounding it, the more likely a consumer will be to approach it.”

product has to offer and stands for.

While putting together the brief for the graphic students, we were able to decide on the specifications of the design of the bottles.

The appearance of each bottle would be the same apart from the colour and a slight difference in the way that the goddesses looked on the bottles.

As each bottle represents a different goddess, we picked the colours that we thought best denoted beauty, charm and joy.

These colours also had to coincide with the fragrance itself, which would be different in each bottle.

For beauty, we decided on a soft pink, the majority of the notes in the fragrance being of a floral scent.

Charm, a deep lavender for the bottle colour, with the majority of the notes carrying musky scents, the predominant smell being cinnamon. Finally, for joy, we settled on minty blue, with fruity notes. Each fragrance would contain a middle note of vanilla to set a constant undertone to each fragrance, so that each bottle can be associated to the brand.

fig. 11

Final Graphics image

These

were the final designs recieved from the graphics team. As they did not match what the group had originally visualised, we took it upon ourselves to attempt to redesign the bottles in a way that fitted our brand identity better.

fig. 12

We

felt so strongly about the re-design of the bottles due to the fact that the primary purpose of their distinct appearance is to draw in a customer who has not seen this style of bottle before. We did not believe that the bottles we recieved would achieve that aim, as they were of a

smooth,modern and basic style, like so many others on the market today.

The bottles that we redesigned now have images of goddesses embossed onto the bottle, and their obvious stopper and shape insinuate that of an antique style.

fig. 13

fig. 14

When it came to creating the brand’s advertisement, the primary aim was to create

something that the consumer would have no intention of flicking past in a magazine, or scrolling past on a blog, they would stop and look at it because it would be just that captivating. To create such an advertisement the group took to magazines, searching for fragrance advertisements as sources of inspiration. However, our final, primary source of inspiration that influenced our fragrance advertisement, was ID magazines ‘Rise and Shine’ cover, photographed by photographer Chen Man. The above picture was initially the only image found, but upon research of this cover, multiple cover shots were discovered from this issue, of multiple models, using different accessories and backgrounds in each image.Each pictures motif was formed through three key factors throughout each image : the model’s expression, the accessories used, and the background colour of the shot. We took inspiration from these, and kept these three elements constant throughout our shoot.

fig. 15

fig. 16

Prior the shoot, the group had time to plan and prepare.

Through compliling multiple mood boards, both the group and the photographer were able to form a better understanding of how exactly we envisioned the final images to turn out. The first moodboard complied (fig14.) focuses on the props intended for the model’s hair during the shoot. Taking inspiration from the ‘Rise and Shine’ cover, this shoot heavily relied on the use of hair accessories to fully communicate our colour and scent story. The ‘Rise and Shine’ multiple cover addition also inspired the group to create not one, but three different images, one for each Grace Goddess. Using flowers for beauty, strawberries for joy, and cinnamon sticks for charm, we are able to tease the consumer through the image, allowing them to get a small understanding of how each scent will smell before they have even smelt the perfume themselves.

The second mood board compiled focused on the models expression and positioning in the photographs. One of the reasons that ID’s ‘Rise and Shine’ cover stood out so much initially was due to the positioning of the model. As each image was an above shoulder head shot, the use of direct address through the models eyes to the viewer was a very effective way to capture their attention. We therefore decided to replicate this, as our primary aim of the shoot was to create an image that the viewer had no choice but to stop and look at. As the brands message is to promote the idea of a multiple narrative advertisement, instead of using a different face for each image, only one model was used throughout the three looks, representing each Goddess. The model therefore had to pose in such a way that best fitted a character emboying beauty, joy and charm, and used this moodboard as inspiration for her expressions throughout the shoot. fig. 17

Final unedited images from the shoot

figs 18,19 & 20

Final edited images from the shoot Post production of the images took place following the photo shoot.

Like, the ‘Rise and Shine’ covers, we wanted to create a consistent correlation between the colour, prop, and narrative stories. The background colours of the images were made to

mirror the perfume bottles. However, as this is an advertisement, we exaggerated each of the colours to a brighter form of the bottles in order to make sure that they stood out to and captured the viewer’s attention.

fig 21,22 & 23

encourages consumer to their own characteristics and features instead of copy others culture conscious

Cater to consumers financial needs

self confident

‘ Release inner Goddess’ fit to consumers emotions

Introduces new micro trend into market

inspired

exclusive yet affordable

promote self confidence

make easily accessible to consumer independant

available

interractive

offers vintage style in new modern format

focus on antique themed bottle

Brand essence :

ESSENTIA greek noun: essential nature.

‘Essential nature’

KEY INSIGHTS : Essentia’s brand onion is used to demonstrate and remind the brand’s inner core essence throughout the brand’s lifetime. It enables the brand to state clearly how it differentiates itself to its competitors and how it will specifically cater to it’s customers needs.

Essentia as a brand is here to cater to the modern, evolving female mind and how she looks at the fragrance industry. This girl is ready to accept and her own traits, and Essentia helps her to express them with confidence. The brand is easily reachable and accessible to the consumer, through their social media and online presence; they are able to build a relationship with the consumer. The brand is for perfume lovers who get bored of using the same fragrance, as it does not fit her every day persona.

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6 MONTH PLAN What happens next: •

• •

• • •

SEPTEMBER:

launch social media sites and website post behind the scenes and teasers once a recognised brand start publishing in specific magazines

OCTOBER:

begin posting more shoot content reveal product online upload countdown to website and social media for products release

NOVEMBER:

JANUARY:

• week before

product release send to desired bloggers for reviews in time for launch • release product in megacity stores and online • instore experience for first month

DECEMBER:

• once popular and

successful in intial stores, slowly release into further branches • keep only on website

• release different

advertisements from original into larger scale magazines for wider audience

FEBRUARY:

OCTOBER

DECEMBER

FEBRUARY

recognised as a ‘movement’ product, available in alternative stores such as urbanoutfitters eventually • worldwide • new range of goddesses •

SEPTEMBER

NOVERMBER

JANUARY

Exposure The platforms of which you initially use to present and expose your brand to the world are important in regards to finding your target audience through the viewers of these platforms.

However, they are also highly important to the brand as they represent and set a tone of voice for the brand, letting the target audeince know what to expect when the brand is

figs. 25 & 26

fig. 24

Blogs are one of the fastestgrowing areas of consumer generated media. The MAN REPELLER (fig.) is a popular Fashion Culture blog. It defines the term ‘man repeller’ as : ‘she who outfits herself in a sartorially offensive mode that may result in repelling members of the opposite sex. Such garments include but are not limited to harem pants, boyfriend jeans, overalls, shoulder pads, full length jumpsuits, jewelry that resembles violent weaponry and clogs.’ This blog is viewed by thousands daily, of whom think of the fashion world, and that surrouding it, as something more than an item of clothing but something that enables them to express themsleves as a person.

This would therefore be a fitting blog to send the product to before the launch for a review, as their viewers are those of whom we believe would be interested in what our brand represents.

The above magazines (figs.) fit into the category of Fashion & Lifestyle prints.

Their readers are not only interested in the world of fashion, but also the movements that influence and shape it.

fig. 27 % 28

The above images are examples of how an Essentia advertisement would appear to a reader of either DAZED or ID magazine. In total there would be four different advertisements circulating the m a g a z i n e s .

Upon Essentia’s initial build up to the release of the product, only the first advertisement of all the perfumes grouped together (fig.25) would be displayed in these magazines. However, after the product has been released the

second set of advertisements will be released, as seen above (fig.26). There will be an image of each perfume being individually advertised, with the rest of the bottles of the set on the mirroring page. The adverts will be

presented to the consumer in this way to create a sense of attachment and recognition to each of the fragrances individually, and also create anticipation to see next month’s image of a different scent.

Online Presence As our target consumer is very connected to social media, the brand will be very active on all of their channels, primarily facebook and instagram.

Through these and

essentia’s website, the brand will post ‘teasers’, sneak peaks and updates to the consumer on a daily basis until the launch of the product. These will include behind the scenes photographs

and videos, the promotional video itself, and a countdown to the product on the main page of the site.

Producing feelings of anticipation and creating a buzz around the word ‘ESSENTIA’.

figs. 29, 30 & 31

In Store Experience In store sales promotion works to increase sales, making the brand look more attractive to customers by providing them with something more than just the product itself when they are in the store. This builds a relationship and creates a presence in the consumers life, rather than just a product to take away with them. Essentia’s aim is to be

A gift with purchase promotion is widely used by the cosmetics and perfume industry, where it is an effective promotion to use if launching a new brand such as a new perfume.

Overall a gift must be desirable, in keeping with the brand or retailers image, and the scheme must have a potential to increase sales. By issuing the consumer with a bag, it carries on the idea that this is not just a new brand being created but a new movement itself, presenting itself to

something more than just a fragrance, but an experience for the consumer, making the brand memorable.

The brand needs to play the consumer’s heavy involvement with social media to our advtange, using pull strategies to pull the customer in and encourage them to visit the store. Our idea is to place the three fragrances in a photo booth in the

initial big city stores such as ‘Boots’, and ask the consumer to hold up the fragrance that they believe is best fitting to them in that moment, spray themselves with it and then hold fragrance and pose the expression that they would see themsleves with if they felt either ‘joyus, charming or beautiful’. They can take images away and tweet their pictures with #essentia.

consumers in multiple ways, also a way of promoting a brand through a consumer makes it appear more desirable, enabling the brand’s new way of thinking within the industry to more easily break into a trend. It will become desirable and be seen as not only a fragrance but a fashion statement.

Essentia will probably collaborate with ‘Boots’ department store, who issues customer’s with bags with a brands name on. However instead of giving the customer a

fig. 32

plastic shopping bag, they will be given a free tote bag that they will be able to use in their everday life.

fig. 33

Visualising consumer decision process Research indicates that consumers go through the following decision-making process when they purchase a product:

recognition of need/ current problem

> >

information search and and identification of options evaluation of options

>

decision

> post decision evaluation

>

feel need for more than one perfume

>

searches on instagram and facebook for new perfumes

>

come across new single perfumes with single narrative, and also multi perfume set Essentia for similar priceing

>

based on financial student needs and easy boredum of one at a time scents, chooses Essentia

consumer benefits financially and does not grow bored of perfume set, uses different perfumes daily , builds brand trust

Summary Our product has the potential to be a huge success, which will not only be beneficial for the brand itself but for the fragrance market as a whole. Our brands stand for something more than just another material item, but for a new movement within the industry that has the potential to create a new outlook on how women are presented within the globally. In order to make this a success, Essentia must keep a constant presence and foothold in their target market’s online social activity, and present itself to the consumer as more than just a product, but a lifestyle.

figs. 34 & 35

BEHIND THE SCENES

Illustrations fig.1. fontme.com,29.05.2015 fig.2. group work,25.04.2015 figs. 3&4, http://feroxworld.com/wpcontent/uploads/SunMoonOutline.jpg fig 5. group work 22.04.2015 fig 6. google images 27.05.2015 fig 7. www.pinterest.com/search/ pins/?q=brazil+headshot, 27.05.2015 fig.8 https://www.pinterest. com/search/pins/?q=african%20 american%20street%20style, 27.05.2015 fig.9. https://www.pinterest.com/ search/pins/?q=london%20street%20 style&term_ fig.10. own image 29.04.15 fig.11. group work 02.04.2015 fig.12 graphics team work. 07.04.2015 fig.13. own work 09.04.2015 fig.14. www.google.co.uk/ID-COVER. fig.15. www.google.co.uk/ID-COVER. fig.16& 17. group work, 15.04.2015 figs.18-20. group photoshoot,29.04.2015 figs.21-23. group work, 30.04.2015 fig.24. the manrepeller.com, 23.05.2015 fig.25. www.google.co.uk/ID-COVER, 23.05.2015 fig.26. www.google.co.uk/dazed-andconfused-covers, 23.05.2015 figs.27&28. own work, 01.06.2015 figs.29-31, own work, 01.06.2015 fig.30. facebook.com/essentia, 01.06.2015 fig 32. http://www. hartandharveyphotography.co.uk/ photo-booth / own work,01.06.2015 fig.33. www.google.co.uk/plain-totebag/ own work, 26.05.2015 figs.34&35. own work, 29.04.2015

References Posner, H. (2011) Marketing Fashion, understanding customers, London Laurence kind publishing ltd page 12: Posner, H. (2011) Marketing Fashion, understanding customers, London Laurence kind publishing ltd page 91 Posner, H. (2011) Marketing Fashion, understanding customers, London Laurence kind publishing ltd page 98 Posner, H. (2011) Marketing Fashion, understanding customers, London Laurence kind publishing ltd page 119 Posner, H. (2011) Marketing Fashion, understanding customers, London Laurence kind publishing ltd page 181 http://www.prnewswire.com/newsreleases/growth-opportunities-forthe-global-flavors-and-fragrancesmarket-2014-2019-trends-forecastand-opportunity-analysis-300082851. html, PR NEWSWIRE http://www.prnewswire.com/newsreleases/growth-opportunities-forthe-global-flavors-and-fragrancesmarket-2014-2019-trends-forecastand-opportunity-analysis-300082851. html, PR NEWSWIRE http://www.statista.com/ statistics/259221/global-fragrancemarket-size/

Bibliography Posner, H. (2011) Marketing Fashion, London Laurence kind publishing ltd visual.ly.com ID Magazine Dazed and Confused Magazine Pinterest.com Cath Caldwell & Yolanda Zappaterra(2014), Editorial Design, Digital & Print Mink Rath, H. Petrizzi, R. Gill, P. (2012) marketing fashion on a global perspective, Bloomsbury publishing PLC http://perfumeshrine.blogspot. co.uk/2011/06/myth-busting-whatfragrance.html Basics Fashion Management 02: Fashion Promotion: Moore, Gwyneth 2012. www.manrepeller.com/