JIM, Promotional Plan

Promotional Plan Molly Savident FASH10106 Creative Networks Summer 2015 Team Mates - Jess Smith, Lizzie Glanville and Sophie Hicks

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CONTENTS 1. Introduction 2. Context 3. Big Idea 4. Creative Concept 5. Execution and Plan 6. Summary 7. Appendix

1

INTRODUCTION

‘Perfume is the indispensable compliment to the personality of the woman, the finishing touch on the dress’ - Christian Dior (Cosmopolitan, 2015 (Online).

The Fragrance Industry: Fragrances, once regarded as insignificant and non-essential products, have

simply transformed themselves into essentials that form a core part of personal grooming. Fragrances today are a staple element of the cosmetics industry and have gained much attention from consumers across the globe. Fragrance is a highly competitive and saturated market which has been forecast to reach a value of approximately US$45.6 billion by 2018 (Bodimeade, M. 2013 (Online).

The Aims:

Through researching the fragrance market and studying current Macro and Micro trends (Posner, H 2011 (p.g. 64) my group and I developed a detailed and thorough understanding of the market and found an unmet need into which we could place an innovative and exciting product. This promotional plan is to show and understand the initial research through to promotion and launch for our product and envisage a sense of how it would feel to work and compete in this highly successful industry.

2

CONTEXT

Key Insights: Nothing in the market thats similar to this product Innovative Idea Clear gap in the market for this product Product was based and built up upon the target customer

Key Insights: Swimming - Joint interest across the group ‘This Girl Can’ Campaign - Sports England ‘Like a Girl’ Campaign - Always ‘Fifty Shades of Grey’ Film - E L James ‘Dolce and Gabanna Mamma Catwalk’ - Autumn / Winter 2015-16 Milan Catwalk

The anti-smoking legislation of 2007 resulted in smokers being more conscious of how they smelt leading to an increase in fragrance use Fragrances must comply with individual country legislation and must be culturally sensitive As with any product, there is a possibility on trade being effected negatively due to local or international conflict

POLITICAL

The increase in disposable income has allowed for an increased spend on fragrance Within the women fragrance market, the expansion of fragrance brands is leading to an increase in global market revenue The upturn in the fragrance market is driving opportunities and job numbers within the industry Recession could always have a potential negative impact on revenues market size and jobs Diversity and expanded choice is leading to increase premium price brands

P E S T

ECONOMICAL

I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I

I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I

SOCIO-CULTURAL

Personal grooming and appearance has become more important Fragrances are now seen as more of a fashion accessory with the consumer now owning several fragrances rather than just one or two. British women who tend to wear fragrances on special occasions now own several brands 35+ women are more conservative and less experimental than younger consumers Family influence - generations passing down their fragrances continues loyalty to the brand

TECNOLOGICAL

Growing popularity of social networking has lead to an increase on on-line advertising and trend specific campaigns Rapidly growing e-tailing encourages companies to make shopping on-line facilities New technologies are creating additional specialist markets for example hypo-allergenic perfumes

Loyalty to brand - more likely to purchase a familiar brand, less likely to change something new Strong brand image reinforced by online brand placement and advertising Distinctive signature style or fragrance such as USP

STRENGTHS

New fragrances launched to the market may not succeed Too narrow a target market e.g. age or ethnic culture Unique concept could be portrayed as a gimmick

S W O T

WEAKNESSES

I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I

I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I

OPPOTUNITIES

Un-identified Un-met needs Market and global Expansion Diversity of product range e.g. moisturisers, shampoos and gift sets Promotions such as Christmas and Mothers Day

THREATS

Growing intense competition Erosion of market position through excessive discounting Lack of proactive range development Short shelf life

3

THE BIG IDEA

Perceptual Map:

Figure 1 Own Work 2015

The development team consisted of 4 people; none of whom had worked together or had established personal relationships. At the kick off meeting, we established our common interests at a high level and concluded that in the main, we shared an interest in swimming.

Using this as a basis, we began brainstorming ideas which led us to consider the smell and effects of chlorine. From this, we planned a small user group survey to test our idea and to help with a ‘go/no go’ decision. A questionnaire was created based on swimming aimed at competitive and leisure swimmers.

The emphasis was on the residual and long lasting smell of chlorine after swimming.

We surveyed 20 swimmers and asked questions about their swimming and life style.

- 17 of our 20 respondents felt that they were always on-the-go - 3 felt that they had time to get ready properly after a swim - 14 respondents also said that they would buy a product that reduces the smell and effects of chlorine.

The results re-enforced our initial concept, but we decided to expand the product appeal further to increase the market penetration opportunities by expanding to all sports, creating a more flexible product with the main focus being swimming and gym-going.

Further planning and research was conducted into macro and micro trends to re-enforce our concept.

The focus was on ‘This Girl Can’ (Sports England. 2015 (Online) and ‘Always’ (Greenfield, L. 2014 (Online), Dolce and Gabbana Mamma Catwalk (Vogue, 2015 (Online) campaign. In order to gain perspective and contrast, Fifty Shades of Grey’ (Child, B. 2015 (Online) was also included. The link between these and the reason they were chosen was because they focus on women; ‘This Girl Can’, the ‘Always’ campaign and ‘Mamma Catwalk’ celebrate and promote women in a positive light. ‘Fifty Shades’ focuses on women in a derogatory way suggesting an inferiority to men.

Following this work the user group research and trends analysis were combined to finalise our product concept and market approach. The result was a fragrance targeted at the female market with the aim to make women feel more comfortable in participating in sport. Although it is not universally known, there is data to suggest that women are looked down upon and sexualised in sport (Alexander, S. 1994 (p.g.

655-662) so we wanted to create a product that dispels this belief.

The competitive research showed almost no direct competition. There are no specific anti-chorine odour fragrances. There are a number of products (Ultra Swim Shampoo and Sun, Swim and Gym) that help tackle chlorine odour but these were in the hair/bodywash sector rather than being a fragrance.

Within the market place there are additional ‘Sports’ products, i.e. Jil Sanders ‘Sport’ fragrance however these are simply fragrances with the name ‘sport’ with no link to specific after exercise use. The only similar product found was ‘Swim Spray’ however this was more of a fragrance free solution rather than a perfume.

To broaden the product appeal a lifestyle focus was introduced. Most people are said to be too busy to do 30 minutes of exercise per day (Mail Online, 2010 (Online). Using this and the previous research, The concept was refined into a fragrance for the ‘on-the-go’ woman focusing on the reduction of the effects and smell of chlorine and body odour after a swim or workout. From the research it was clear that there is an un-met need in the market.

The positioning is as a fragrance with a specific use, not just a luxury, It has luxury aspects as its scented, features in attractive but fun packaging and marketed as a perfume. It has a persona and personally incorporated into the brand, inspired and developed by a number of macros trends focusing on women which no other fragrances in this category have.

3

Target Consumer

Figure 2 Blurred Person 2015

Figure 3 Steer Clear of these 9 Common Job Application Mistakes 2015

The product is aimed to universally target active, busy females from the age of 16 to 50+; Women who are constantly on the go, and who constantly balance their exercise regime with time taken to get ready afterwards. Typically higher level socio economic females either at university, or professional/career focused The objective was to present the brand as fun and lively, part of a break from a busy schedule.

The name had to reflect this as well as being snappy and easily remembered. The original idea was ‘Refresh and Revitalise’ but after discussion with the graphics team, it was revised to ‘JIM’, an obvious play on words but one which promotes a fun brand image, giving it its own persona and making it more personal allowing the customer to interact with the brand. The inspiration for this was gathered from the brand ‘Charlie’ and the use of juxtaposition; ‘Charlie’ is a female product with a male name, just like JIM. JIM, it’s the time saving fragrance allowing a woman to swim, JIM and go!

Consumer Profile: Harriet

Age: 26 years old Occupation: Advertising Agency History: University Graduate

Background:

Harriet lives in Hertfordshire, a country girl, always lived in the country side but also loves the city. Works in London 5 days a week in an advertising Agency, a post graduate job.

Likes being in control of her life and health, very determined and strives to achieve.

Health and figure concious Constantly looking for other ways to imporve and progress in her career Family and friend orientated and loves to go on runs and walks with her friends dogs In a stable relationship, very loving

Typical Week Day (Media Diary):

Wakes up at 5:45 Checks emails both for work and leisure - links or websites attached, adverts for product down the side Checks Twitter - campaigns / competitions Checks Instagram - campaigns / competitions Has breakfast and turns on BBC Breakfast TV Gets ready with radio on in the background Goes to the gym / swim - sees the posters and actual product and bill boards (or after work or in her break) Leaves for work and drives to the train station with radio on Gets onto platform, picks up the Metro / Newspaper potentially checks BOF Gets on the train - look at the advertising boards above the seats Gets off train and goes to work Leaves work and is tired Travels back home potentially checking emails again Gets back home around 6:30 Cooks fresh food from scratch Turns on TV - entertainment / scrolls through Facebook and social media sites and relaxes with partner

4

CREATIVE CONCEPT

Figure 4 Worlds Trial Preview 2012

‘Complimentary to the product, packaging can enhance the consumer experience in a unique way… imprinting a lasting message of aesthetic value.’ (Hess, J, Pasztoek, S. (p.g.223). The bottle and packaging durability was key as it needed to survive a sports bag environment. Inspiration was gathered from sporting water bottles, eventually deciding on high-density polythene which has stronger molecule density allowing it to endure more bumps and pressure (Bear Board (Online).

As JIM is aimed at women on-the-go we ensured it was a simple but attractive shape making it easy to grab, with an easy twist lid emphasising it’s easy to use focus.

As the personality of JIM is fun and bold, the aim was to promote this through the colour palette.

Different colours were trialled, before finally deciding on aqua as it reflects refreshing and revitalising functions of the product; in addition aligning with the products target environment i.e the gym or pool. The orange was also used to bring contrast to the colour scheme and reinforce the idea of freshness. The bottle features a variety of textured finishes including matt and gloss. The aqua top has a matt finish, contrasted with shiny triangles of the same colour creating a subtle yet sophisticated effect. This represents the burst of freshness the product brings to the consumer.

The typography selected is simple and clean to represent the purity of the product. For the brand logo the concept was to design something that would connect with the consumer in a quick and easy way. The logo features JIM’s two main colours and uses a water droplet to denote the ‘i’. We wanted to incorporate a motif as is can be used on its own, acting almost as if its JIM as a character. The logo can be used with or without the circle making it transferable and used in many different ways.

Bottle and Packaging Figure 5 Graphics Work 2015

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Bottle & Packaging Inspiration & Graphics Outcome Figure 6 Group Work 2015

Figure 7 Graphics Work 2015

Figure 8 Graphics Work 2015

4

Print and Video Advertisements

For the print campaign the idea was to create an advert that combined all three stages of the onthe-go woman’s life into one. The inspiration was gathered from Children’s Flip-books (Hess, J, Pasztoek, S. 2010 (p.g.223) which are split into three parts allowing the child to change the models outfits. The idea behind this is to represent the 3 main stages the product applies to in the life of the on-the-go woman. However, as the bottle and packaging for JIM is designed as though the bottle is split into two, we wanted to reflect this in the campaign. Therefore dividing it into two parts with the creation of a number of campaigns featuring the different stages of the on-the-go woman’s day.

As the product is available for all women the idea was to keep the model anonymous so the images of the model were taken of their back meaning a face wasn’t given to the brand.

As JIM is so niche, an innovative approach to selling and promoting the brand was needed. From researching into forms of advertising and marketing techniques the team discovered Guerrilla Marketing. Guerrilla Marketing is an unconventional method of marketing with minimal resources for maximum results; any marketing campaign that uses non-mainstream tactics and locations, mainly used by small companies with little budget to spend. From looking at successful Guerrilla marketing campaigns, a suncream dispensing advert in Australia was the inspiration for JIM. “Cutting your sun exposure is easier than cutting out a skin cancer. Free 30+ sunscreen. There is nothing healthy about a tan. Protect yourself 5 ways from skin cancer” (Anthony (online) was the slogan beneath the dispenser on the side of a bus shelter. This inspired the print campaign in terms of Guerrilla Marketing, with the idea to attach a physical bottle of the fragrance in the corner of the advert allowing consumers to test the product out for free. The use of orange and blue shows the consistency throughout the brand allowing consumers to create a relationship in their mind but also acts as a reminder to them when they see it out in the street or in store.

Listerine mouth v’s life campaign (Cawley, T. 2011 (Online) was the inspiration for the video for JIM. During this advert the camera focuses on one body part, the lips and what they go through in a day. The aim was to capture this effect in the video for JIM, however, the focus was on the legs of the on-the-go woman as this reflects rushing around. The idea was to capture the different stages in the day of the life of the on-the-go woman. We also wanted to capture the ‘Stop, Ready, Go’ traffic light idea, once you start , you don’t stop which was represented by the fast pace of the video. ‘Run the World’ by Beyonce was the soundtrack to the video as it reflects women as strong and powerful and that’s the message JIM as a brand gives off.

JIM is a product with a twist on the word fragrance. It’s a necessity rather than a luxury however still gives the consumer the feel of self-indulgence and enjoyment. JIM really understands the target consumer and provides a product that is moulded to their needs giving consumers a product that supports them and their busy lives. JIM was created through considering the target customer meaning the whole product was built up upon the consumer and their consumers lifestyle.

‘SWIM, JIM + GO!’ VIDEO: http://www.youtube.com/watch?v=psrQImiXTOc

Figure 9 Group Work 2015

Figure 10 Group Work 2015

5

EXECUTION & PLAN

Figure 11 Ladies Swimming Classes 2015

JIM, it’s the fragrance that offers consumers a little extra time in their day to get things done. It’s the ‘on the go’ fragrance used after exercise removing odours from chlorine and sweat and the short term alternative to a shower. It offers an ‘easy use’ bottle with a screw top lid to prevent time wasting along with durable plastic to take force. JIM is available in an 100ml bottle making it long lasting and priced at £14.95 aligning it with ‘Body Spray’ type products; inexpensive, but not cheap.

Target outlets for ‘JIM’ are cosmetic retailers such as Super-Drug, Boots etc as well as independent pharmacies. New more innovate outlets would be health clubs and leisure centres.

Figure 12 Group Work 2015

Figure 13 6 Ways to Save Time at the Gym 2013

5

Communication Tools

Promotion for JIM will use a number of communication tools to connect with the consumer in an innovative and effective way. The consumer is very involved with the social media world therefore the aim is to use social media platforms as much as possible to gain maximum exposure and grasp their attention. The target consumer is one who travels to work by public transport 5 days a week so the aim is to use this opportunity by covering underground, high street billboards along with bus shelters and taxi roof tops. As shown in the consumer profile, the target customer is one who’s very much aware with daily affairs and likes to keep updated on the news and events therefore constantly has the TV or radio on. The plan is to use this opportunity to target the consumer through using both visual and audio adverts during TV and radio breaks along with interview and talk shows.

JIM will predominantly be promoted through social media channels as our consumer is very active in the social media world. The aim is to use the most popular media channels of today Twitter, Instagram and Facebook with the promotional adverts adapted to fit the channel and suit the time of the day its accessed by the consumer (eBiz. 2015 (Online).

The aim is to promote JIM on Instagram through a number of give aways and competitions along with the uploading of imagery. Instagram allows users to access the content anywhere at all times providing there is connection, meaning the consumer can be targeted at any time any where by JIM. The competitions allow the consumer to interact with the brand which enables them to understand JIM and feel regarded as a significant part of the brand. It also allowes the consumers to feel like the brand is moulded to their life style, understanding and giving them support in their busy active life.

Figure 14 Own Work 2015

5

Media Channels

Another media channel that JIM shall be promoted through is twitter. Twitter is one of the most used Social Media sites out there with 500 million tweets sent per day (Beswick, S. 2015). Twitter allows almost everyone to write, share or comment on information all over the world which can travel across the world in seconds. The aim is to use twitter to connect and communicated across the internet with our consumers allowing them to give feedback, ask questions and to get to know JIM better. The plan is to also use twitter to target a wider audience on the social media platform through viral advertising as well as advertising promotions, seasonal discounts and discounted codes. Like Instagram, Twitter can be accessed at any time anywhere, by using twitter to advertise through a stream of constant tweets will encourage the consumer to research and look into the brand JIM. Facebook, it’s the second largest social media site in terms of sharing. 350 million pieces of information is shared daily, targeting 900,000,000 users a month (eBiz. 2015 (Online). Facebook is a constant stream of information being shared daily, which is what JIM plans to become part of. The aim is to use Facebook for constant sharing and advertising. Facebook will be used to connect with the consumer through the sharing of promotional videos and adverts both for the brand and more in-depth on how the product works. Facebook will be used in conjunction with Instagram and Twitter through the advertising of competitions and promotions as well as notifying consumers about launches dotted around the country and new and upcoming products.

Along with these social media sites, the plan is to also incorporate Email into these channels.

Once consumers purchase or get involved with JIM the aim is to build up JIMs contact data base with consumers emails. This will allow JIM to connect more directly and specifically to the consumer, moulding the emails to suit the customers preferences. Email will be used to promote specific sales and discounts on products each consumer is interested in. Provide information about launches nearest to them and give them the opportunity to get involved with the brand in competitions, prize draws and questionnaires.

Figure 15 Group Work 2015

Twitter:

Facebook:

Figure 16 Own Work 2015

5

Media Channels

Twitter Advertising Competition & Instagram:

Figure 17 Own Work 2015

Figure 18 Own Work 2015

5

Sequence of Events 6 Months Timeline:

Figure 19 Own Work 2015

The launch for JIM will occur on 15th June 2015 in the Olympic Park, Stratford. The unveiling will take place in the Aquatics centre as it will allow customers to see the brand in its natural environment. Customers will get the opportunity to test the product out after a swim for free along with other freebies and goodies to take home with them. They will also be able to use the tennis courts and gyms with free use of the product after exercise. Consumers will have the opportunity to meet olympic medalists first hand such as Rebecca Adlington holder of two gold and two bronze medals (Adlington, R.) along with other successful sports women. JIM will then begin to fill the shelves in the Olympic Park followed by the unveiling in Boots flagship store in London, Oxford Street along with the flag ship store for Super drug also situated on Oxford Street. Progressing on from this JIM will then fill the shelves of local gyms, pharmacies and stores more locally to the consumer across the country. From the launch JIM aims to get consumers involved in the brand and understand that the product was moulded to suit them.

JIM also plans to begin collaborations with successful sports women to help get the message across that women can participate in sport just as much as men.

Figure 20 Jane Watt and Queen Elizabeth Olympic Park ART MOVES 2014

Figure 21 London 2012 Aquatics Centre 2012

6

SUMMARY

Figure 22 Girl, Running, Legs, Shoes, Road, Asphalt, Dawn, Sun. 2013

JIM, the time saving fragrance allowing a woman to swim, JIM and go! It’s the unique product that ties many aspects into one. The product is moulded around the consumers needs making it specific to the target audience as well as making the consumer feel considered and directly targeted. The product was built upon the consumer adapting and changing aspects to suit them. JIM aims to be seen as a friend, a helping hand as well as a product that gives off a sense of luxury and allows the consumer to feel that they are still purchasing an elegant product. JIM is there to take that extra pressure off the consumer providing them with a little extra time to get through their busy day.

Figure 23 How to Start Walking or Running for a New You! 2015

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APPENDIX

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Hess, J, Pasztoek, S. (2010). Graphic Design For Fashion. London: Laurence King Publishing. 210-211.

Lum, R. (2014). The Most Compelling Video To Use Sunscreen You’ll Ever See. Available at: http://www.creativeguerrillamarketing.com/ guerrilla-marketing/compelling-video-use-sunscreen-youll-ever-see/.(Accessed 8.5.2015).

Lum, R. (2014). The 80 Best Guerilla Marketing Ideas I’ve Ever Seen. Available at: http://www.creativeguerrillamarketing.com/guerrillamarketing/the-80-best-guerilla-marketing-ideas-ive-ever-seen/. (Accessed 8.5.2015).

Margolis, J, Garrigan, P (2008). Guerrilla Marketing For Dummies. USA: Wiley.

Marrs, M. (2014). Guerrilla Marketing: 20+ Examples and Strategies to Stand Out. Available at: http://www.wordstream.com/blog/ ws/2014/09/22/guerrilla-marketing-examples.(Accessed 18.5.2015) Noble, I, Russell, B. (2011). The Process of Synthesis. Visual Research. 2nd ed. London: AVA Publishing. 190-191.

Posner, H. (2011). Research and Planning. Peter Jones: Marketing Fashion. London: Laurence King Publishing. 34-50.

Posner, H. (2011). Research and Planning. Peter Jones: Marketing Fashion. London: Laurence King Publishing. 65 & 98 - 99.

Smith, PR, Zook, Z (2011). Marketing Communications Integrating Offline and Online With Social Media. London: Kogan Page Limited.

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2,990 Words

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Greenfield, L. (2014). At last, there’s no shame in acting ‘like a girl’. Available at: http://www.telegraph.co.uk/women/womens-life/10961856/ At-last-theres-no-shame-in-acting-like-a-girl.html. (Accessed 1.5.2015) Hess, J, Pasztoek, S. (2010). Graphic Design For Fashion. London: Laurence King Publishing. 233.

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Posner, H. (2011). Research and Planning. Peter Jones: Marketing Fashion. London: Laurence King Publishing. 64.

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(Accessed 1.5.2015)

IMAGES:

Figure 1. Own Work - Perceptual Map. (Accessed June 2015) Figure 2. Blurred Person. Available at: http://pixshark.com/blurred-person.htm (Accessed June 2015) Figure 3. Steer Clear of these 9 Common Job Application Mistakes. Available at: http://dailysavings.allyou.com/2015/02/10/how-to-applyfor-a-job/ (Accessed June 2015) Figure 4. Worlds Trial Preview. Available at: http://reachforthewall.com/wp-content/uploads/2012/11/sp-olympics03_366_1344025920.jpg (Accessed June 2015) Figure 5. Graphics Work - JIM Bottle and Packaging. (Accessed June 2015) Figure 6. Group Work - Bottle and Packaging Inspiration Mood Board. (Accessed June 2015) Figure 7. Graphics Work - JIM Visual Tool Kit. (Accessed June 2015) Figure 8. Graphics Work - JIM in Context. (Accessed June 2015) Figure 9. Group Work - JIM Print Advert (Accessed June 2015) Figure 10. Group Work - JIM Print Advert. (Accessed June 2015) Figure 11. Ladies Swimming Classes. Available at: http://swimmalaysia.com/ladies-swimming-classes (Accessed June 2015) Figure 12. Group Work - JIM Brand Onion. (Accessed June 2015) Figure 13 . 6 Ways to Save Time at the Gym. Available at: http://www.huffingtonpost.com/2013/03/10/save-time-at-the-gym_n_2823269. html (Accessed June 2015) Figure 14. Own Work - JIM Bill Board. (Accessed June 2015) Figure 15. Group Work - JIM Twitter Page (Accessed June 2015) Figure 16. Own Work - JIM Facebook Page. (Accessed June 2015) Figure 17. Own Work - Twitter Competition page. (Accessed June 2015) Figure 18. Group Work - JIM Instagram Page (Accessed June 2015) Figure 19. Own Work - JIM’S Six Month Time Line (Accessed June 2015) Figure 20. Jane Watt and Queen Elizabeth Olympic Park ART MOVES. Available at: http://www.artscapemanagement.com/news/queenelizabeth-olympic-park-art-moves/ (Accessed June 2015) Figure 21.

London 2012 Aquatics Centre. Available at: http://openbuildings.com/buildings/london-2012-aquatics-centre-profile-630 (Accessed June 2015) Figure 22. Girl, Running, Legs, Shoes, Road, Asphalt, Dawn, Sun. Available at: http://www.forwallpaper.com/wallpaper/girl-running-legsshoes-road-asphalt-dawn-sun-99090.html (Accessed June 2015) Figure 23 . How to Start Walking or Running for a New You!. Available at: http://www.womenandweight.com/exercise/how-to-startwalking-or-running-for-a-new-you/ (Accessed June 2015)