Marketing Communications Plan Navdeep Khatkar N0440138
CONTENTS. INTERNAL AUDIT
EXTERNAL AUDIT
Introduction 4
Competitor Analysis
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Methodology 6
Perceptual Maps
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Brand History 8
Macro Trends
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Sustainability 10
PEST Analysis
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Current Market 12
SWOT Analysis
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Portfolio of Brands 13
Killer Insight
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Facebook 15 Youtube 16
MARKETING STRATEGY
Internal Brand Audit 18
SMART Objectives
Brand Health 20
Advertising
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Brand Ambassador
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Marketing Tools
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Event
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Timeline & Budget
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Appendix
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Bibliography
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INTRODUCTION. This report will analyse the current marketing position and future of Sensitive Fabrics which is made by Eurojersey. To demonstrate a clear and insightful understanding throughout this report, the brands internal and external factors will be analysed. This report will depict the brands current position along with strengths and weaknesses, furthermore highlight how Sensitive can change their marketing to maintain and build stronger relationships with consumers. With relevant findings and a tactical approach this report will deliver a 12 month marketing communication plan to increase their brand awareness from business to consumer. Growth is important for any business, especially when consumers are the main driving factor. Bringing creation and innovation through creative and bold marketing strategies, Sensitive for Eurojersey can develop a unique identity for the brand which will concentrate its operations on consumer perception as well as business relations.
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METHODOLOGY. In order to gain a clear insight on how aware consumers are about Sensitive Fabrics, what their opinions were on specific things such as material benefits and marketing campaigns a questionnaire was created which was given to a random sample of 60. The aim of this research was to understand how Sensitive can increase brand awareness within the UK as well as increase business to consumer relations. The sample consisted of various demographics from 18-55 year olds outside a busy city shopping mall which is located directly opposite a gym. This research allowed me to gain broad yet strongly relatable and reliable consumer feedback in relation to Sensitive’s appropriate consumer which contain fitness enthusiasts and day to day shoppers. The in depth questionnaire produced both qualitative and quantitative data which allowed clear insights for Sensitive’s marketing plan.
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BRAND HISTORY. Eurojersey, found in 1960, is a brand which provides excellence, quality and durability in every measure. Producing products through Italian manufacturing tradition, Eurojersey have established their high level capabilities in creating smart materials which complement and adhere to various activities and temperatures.
Eurojersey began a project in 1989 whereby they produced knit fabrics that took them to an international level. Sensitive is a fabric which consists of polyamide microfiber and LYCRAÂŽ that provides a high performance along with durability and comfort. With their textiles incorporated into a diverse range of products such as sportswear, underwear, swimwear and ready to wear clothing, Sensitive provides fabric for every occasion.
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Sensitive promise to deliver a high level of service which they portray through their fabric that consists of being breathable, comfortable, soft and remain true to its size and shape wash after wash. The characteristics of this material are second to none, providing the ultimate experience in luxury performance fabric. Sensitive guarantees greater results by offering fabrics in pattern and solid colours, they hold diversity and continue to demonstrate their abilities and high level of commitment to their products. Sensitive became innovative and their materials and fabrics became a sensation in their own right. This was a brand that was creating the future for fabrics, the future that Eurojersey envisioned us in, we are in it today.
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“MAXIMUM FABRIC QUALITY AND MINIMUM ENVIRONMENTAL IMPACT.”
Source: www.sensitivefabrics.it
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SUSTAINABILITY Eurojersey ensure that environmental damage is closely monitored throughout their Milan factory in Italy. Introducing the SensitivEcoSystem® within the factory, allows Eurojersey to reduce energy waste and enable reuse of materials resulting in a smaller carbon footprint. This also benefits their integrated system to be able to run efficiently and be able to check every stage of the manufacturing process personally without needing to rely on manufacturers in other countries.
“Every year we recover from the production process approximately 10,000 kg of cellophane and 20.000 kg of textile waste giving them new life through the recycling chain.” Source: www.sensitivefabrics.it
The factory has solar panels above car parks which save a considerable amount of energy providing a vast amount of power and heat to Eurojersey offices. Renewable sources are deemed as environmentally ethical but can also reduce energy costs and increase profits. In 2010, Eurojersey supported the vision of World Land Trust, to care and protect forests and wild nature. Thus for every metre of Sensitive fabric sold, Eurojersey provide protection for 1 metre of rainforest. Ensuring that consumers are aware of how eco-friendly Eurojersey are, they provide hangtags on clothing which allows the consumer to engage with the brand, knowing that they have personally contributed to the protection of a rainforest when purchasing the item.
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CURRENT MARKET. Sensitive have created a dynamic and diverse portfolio over the years with brands they have worked with. From sports retailers to high street and even luxury designer brands, they have created a world in which they are firmly placed. The gap in the market for a brand to provide durability, comfort, style and clever fabric has been filled by Sensitive Fabrics. The fabric has been used in a wide range of products such as underwear, swimwear, sportswear and ready to wear clothing. This demonstrates the versatility within the fabric and how it can be applied to a range of categories within retail clothing. The Sensitive fabric features many characteristics that not only a sports person would benefit from, but also the everyday consumer who takes pride in what they wear and are environmentally aware. Aesthetically pleasing to the eye, Sensitive fabric has been cleverly created to form an identity which provides ultimate performance, comfort and high quality. Sensitive fabric has a high resistance against chlorine, salt water and UV rays which gives the fabric great durability, comfort and allows it to be breathable and thin. Given Sensitive fabrics have an international patent, this gives them a secure position in the market and minimal threats from competitors providing a fabric which cannot be mirrored. As a result, powerful retailers will continue to utilise Sensitive due to their innovation and manufacturing process being one of a kind, creating a unique selling point. Following this are all brands that Sensitive has provided fabric for.
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BRAND PORTFOLIO. UNDERWEAR
SWIMWEAR
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UNDERWEAR & SWIMWEAR
SPORTSWEAR
READY TO WEAR
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FACEBOOK PAGE. Sensitive post on their Facebook page 2/3 times a week which is not a lot for a company that runs 24/7. Their Facebook page has 2651 likes which is a very small number. Consumers and businesses are not noticing Sensitive and their brand awareness is pretty non-existent for a company that provide fabric internationally to over 50 brands.
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YOUTUBE PAGE. Sensitive’s YouTube page currently has only 13 subscribers with only a small 4,313 views. For a company who provide fabrics for high street retailers all the way up to high profile designers, these figures are extremely small. Although they are utilising this social media platform, their online awareness is very weak and not engaging consumer or business relations. However, the fact that Sensitive are providing videos which demonstrate how the fabric is made as well as showcasing they are an eco-friendly brand is a great tool to incorporate.
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BRAND AUDIT. BRAND ATTRIBUTES
SOURCE OF AUTHORITY
Luxury fabric Italian Heritage Comfortable Large scale production Eco friendly High quality Trust the product Authenticity International level Ultimate High performing Entreprenurial Eco friendly Unique Diverse
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BRAND PERSONALITY
BRAND PROMISE
Authentic Reputable Innovative Versatile Sustainable Swimwear Underwear Sportswear Outerwear
High quality Super comfortable Light fabric Easy care clothing Breathable Excellent performance Ultimate durability Wrinkle free Quick drying
MISSION STATEMENT
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To create the best performing fabrics/garments with the lowest impact on the environment. (Donna D M, 2014 Eurojersey)
BRAND VALUES Italy based Sensitive, produce high quality warp knit fabrics that deliver both durability and high quality. As a result of these attributes, the brand have expanded their versatility in producing many densities of materials. The core value of being environmentally friendly runs parallel with the brand, providing durable, long lasting and fashionable fabrics. Their proudly spoken innovation is projected through the 4 tags that hang off the very material they create.
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BRAND HEALTH. AWARENESS As a result from the primary research conducted, it came to show that a huge 96.6% of the sample of 60 were not aware of Sensitive Fabrics (see appendix chart 1). This demonstrated that Sensitive Fabrics were not acclaimed with UK consumers, especially fitness enthusiasts coming in and out of the gym. It was evident that Sensitive not being on any means of social platforms or marketing material, their awareness with consumers was non-existent. However, once the consumer was told the benefits of Sensitive Fabric, 90% of the sample stated that they would be very likely to purchase a product with Sensitive Fabric implemented into it (see appendix chart 4). This displays the potential affect that Sensitive Fabrics can have on the consumer, given that they could have their own awareness and identity in the UK. During research it was also found that competitors Jersey Lomellina, Carvico and Lanificio Becagli had no awareness. This is a huge factor for Sensitive Fabrics as there would be no marketing threat.
USAGE Given that 96.6% were not aware of Sensitive Fabrics, once they were informed about the brand attributes, the results project an increase of potential usage of certain categories of products. After fabric information was provided to the sample, there was evidence of what categories the consumers interest lay in. With the whole sample of 60 choosing both swimwear and sportswear (88.2% of a multiple choice question, see appendix chart 2) as their most desired category for Sensitive Fabric to be implemented into, Sensitive are given a clear direction as to where the highest potential usage of the brand would be. This demonstrates a clear path on where the marketing and communication plan should focus on.
PERCEPTION The sample was then informed about Sensitive Fabric benefits and qualities to gain insight on the consumers opinion thereafter. The consumer opinion was very valuable in terms of what they thought of the fabric and what would influence their perception furthermore when Sensitive conduct marketing and communication. 100% of the sample stated that when coming across a Sensitive advert they would want it to include the key elements of Sensitive Fabrics. This shows that marketing and communication require a certain level of relevance to the brand to sustain or increase a positive perception. (see appendix chart 12) Based on a multiple choice question where the sample chose 3 words to describe Sensitive Fabrics, 23.3% of the sample showed that they found the brand to be ‘suitable for me’, 20% said they found the Sensitive Fabrics to be ‘inviting’ as well as 17.7% found Sensitive Fabrics to be ‘beneficial’ (see appendix chart 3). These figures clearly show the power of the brands attributes and how once knowing the fabric qualities, consumers are instantly engaged and know how easily Sensitive Fabrics can be incorporated into their lifestyle.
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COMPETITOR ANALYSIS. International level Providing quality Large scale production Entreprenurial Innovative & Creative Sustainable Diverse
Trend forecasting fabrics Global scale Strong brand history Innovative High quality Sustainable Passionate & Versatile
MARKETING PRESENCE
Facebook and Youtube Feature in magazines Hangtags on clothing Informative website Lack of ads or campaigns Weak social networking presence.
Currently on social platforms but only have a range of 3-140 followers which is extremely low. Partake in exhibitions to market the brand Handtags on clothing
No social networking presence at all No marketing tools utilized such as handtags, campaigns, adverts etc Known for developing eco-fur
PRODUCT BENEFITS
Super comfortable Light fabric Easy care clothing High quality Excellent performance Ultimate durability Wrinkle free Chlorine resistance
Sustainable fabric Chlorine resistance Perfect fit Protection against UV Comfortable High quality Soft and smooth
Anti perspiration Water resisitant Resistant to pilling, Quick drying Colour stability Eco friendly fabrics Outstanding comfort Durable
BRAND ESSENCE
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Privately owned Performance fabrics Textiles for fashion Locally recruited staff 65 year heritage In house manufacture Sustainable
PERCEPTUAL MAPS. Online Presence and Product Benefits Comparison. ONLINE PRESENCE
FABRIC BENEFITS
Currently Sensitive are communicating information through their website, Facebook and YouTube. However, comparing Sensitive to Carvico and Jersey Lomellina, these two competitors use various social media platforms such as Facebook, Pinterest, Twitter and YouTube. However, these two competitors do not have a mass amount of followers, with a range from 9-140 followers/likes, it is evident that their online presence is weak because they are not being recognised in the fabric industry and with consumers. Lanificio Becagli has no social media platforms and solely rely on their website to relay information about products. These three competitors do not pose a threat in terms of marketing and online presence.
UK Consumer Awareness of Brands and Product Benefits Comparison. CONSUMER AWARENESS
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FABRIC BENEFITS
This map demonstrates the percentage of consumer awareness within the UK for Sensitive against competitors (based on a sample of 60). It also highlights the product benefits for each competitor. As shown, Sensitive’s consumer awareness is slightly higher than competitors in the UK being at 3.3% from primary research results and all three competitors consumer awareness is at 0% (see appendix chart 6). This gives Sensitive a competitive advantage as competitors are unknown in the UK. The product benefits Carvico, Jersey Lomellina and Sensitive are sitting at the same axis as all three companies provide the same strong benefits as each other. However, Lanificio Becagli has been placed below all the rest due to fabric not being chlorine, salt water and UV ray resistant.
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MACRO TRENDS. CONNECTED WORLD
FUTURE IMPACT
FUTURE IMPACT ON SENSITIVE
Technology has changed the way consumers connect with businesses, people and the world. It has become the niche in keeping up to date with society, news, trends and the media.
Although using e commerce on the go has become more accessible and an easier route for consumers from purchasing goods online to managing finances. This shift could impact consumer visits to stores as well as the power of digital and social media marketing.
Sensitive would require to adhere to this fast evolving digital trend in order for them to give themselves a brand identity to the consumer which they currently are not acclaimed in. Social networking has an extremely high digital footfall giving Sensitive an opportunity to create a network that can form relations between the brand and consumers.
Mobile phones, tablets and laptops allow a consumer to utilise them in their own comfort or on the go. It has become extremely easy and accessible for all to purchase goods online conveniently and manage finances efficiently as well as saving valuable time.
Consumer expectations are highly likely to increase therefore marketing campaigns and advertisements for businesses would require highly interactive and efficient tools to maintain and increase brand awareness.
Digital marketing is also a huge platform for them to become noticed. Developing highly creative and interactive advertisements, Sensitive can form relations with consumers emotionally by demonstrating how the Sensitive fabric can adapt to consumer lifestyle effortlessly.
UNSTABLE ECONOMY
FUTURE IMPACT
FUTURE IMPACT ON SENSITIVE
Economic downfalls result in companies heading into administration, people then lose their jobs and companies fail to keep their business healthy.
Consumers become more aware of their spending and finding the highest quality product without concerning the price becomes almost non-existent.
As sensitive aim to develop the best durable product, unfortunately they face competitors who provide cheaper alternatives.
The outcome of economic instability can lead to consumers becoming more reserved with their expenditure as disposable income can be directly affected. Consumers in an economic downfall find better alternatives which compromise the price more.
Attitudes and spending behaviour lower in correlation to an economic decline, as buyers will consider products with a lesser durability due to their more viable price. Therefore the attitude towards products with more longevity and durability are overlooked as prices tend to be higher.
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Given an economic downfall, consumers will search for the slightly cheaper options of Sensitive’s fabrics, which may lead to their awareness decreasing and a loss of identity as consumers are more aware of the cheaper branded fabrics. Finding compromised alternatives become a safer option for consumers as their spending confidence is lowered.
WORLDWIDE BUSINESS INTEGRATION
FUTURE IMPACT
FUTURE IMPACT ON SENSITIVE
Businesses will be able to reach out their marketing campaigns and business messages much further than before due to faster levels of communication, an easier global network reach and access to information and resources. With a faster access to information and resources the general growth of a business can develop quickly. If a business utilises the impact of globalisation, they’re provided with the fortunate chance of increasing brand awareness and business growth. In the future, small businesses will be given growing opportunities to become highly successful.
Being able to reach Sensitive out in a variety of ways through global networking, they can expand their awareness internationally. Sensitive can gain a strong networking profile which would allow them to target marketing trends all around the world as well as produce their own.
NATURAL RESOURCES
FUTURE IMPACT
FUTURE IMPACT ON SENSITIVE
Natural resources are being used more now than ever and production and manufacturing consume natural resources but they are not being replenished or restored by many businesses. However, some businesses look to do what they can, to contribute in restoring any damages done to the environment. Being environmentally friendly benefits the earths condition but also is a USP towards the operations of a business.
The more eco-friendly businesses become, the more access to natural resources there will be which may in effect make resources cheaper due to a balanced demand.
As Sensitive already adhere to this macro trend, they are showing themselves as a considerate and ethical brand, this can aid great awareness and a positive brand image. They renew their sources of energy which means they limit how much natural resources they actually consume which also is cost efficient and a unique characteristic of the brand.
Businesses are opened to the opportunity of expanding their networking reach, internationally. this is a result of direct access to information, resources and global networking. This can allow businesses to grow much faster than it did before the internet evolved strongly, which has now become a macro trend of globalisation. This is due to increased means of communication, thus business development becomes highly efficient.
They would have the ability to relay information about their brand and fabric as well as gain the insightful information and resources they would need in order for them to expand business growth.
There is an increasing pressure on businesses to become more eco-friendly, therefore if competitors of Sensitive become more environemtnaly friendly, Sensitive can lose their USP. 24
PESTLE ANALYSIS. POLITICAL Environmental and ecological issues that arise from businesses. Conflicts between countries may effect market overview or relations. Trading policies may vary between UK and Italy. Government policies.
IMPACT ON BUSINESS Eurojersey are eco-friendly therefore there may be underlying political disputes that can arise from different markets based on their manufacturing. If there’s a conflict or has been, markets may clash. Eurojersey may have to operate differently in the UK to adhere to certain regulations. Government policies may differ between Italy and other countries.
ECONOMIC Overseas economies and trends within. Home economy situations may vary.
Exchanged rates fluctuate due to economy health.
SOCIAL Lifestyle trends. Consumer attitudes and opinions differentiate in different markets
UK economy was highly unstable for years but has improved, increasing consumer confidence but only slightly. UK household disposable income has increased where as Italy has decreased (2014, www.tradingeconomics.com) this can affect consumer spending habits. However the household disposable income may be worse off in other markets. This is highly considerable for Eurojersey as their marketing budget is under £200,000, therefore can vary depending on currency exchange.
Trends are different globally, some countries and markets may be higher enthusiasts for certain trends than others, so marketing may be ineffective with certain markets. Consumer opinions may vary throughout different markets, which Sensitive may need to change when raising awareness in a new market.
Advertisement and publicity reach.
Buzz/Stealth campaigns expand rapidly due to social circles and networking, which are powerful forms of business growth.
Brand, company & technology image
In some cases, the translation of a brand’s image from one market to another may not fit in easily with the culture, current trends and opinions. 25
TECHNOLOGICAL
IMPACT ON BUSINESS
Technology advancements.
Technology in countries may be more developed than others, giving an inconsistency of how advanced products are in several markets.
Social media.
Social media trends can differ in an external market. Certain platforms of social media may not be as effective in a different countries and market.
Competing technology development. Consumer buying and network connection technology. Information and communication accessibility.
LEGAL
Competitors may find new opportunities to compete against Sensitive’s patented fabrics; providing alternatives. Smartphones are key driving factors in markets in terms of convenient purchasing and networking connections. Sensitive will require a better networking ability to reach out to consumers through technology such as handheld devices. Consumers can communicate and gather information much faster therefore Sensitive need to cater for consumer demands of information about products.
International patents.
Sensitive have an international patent which means their fabrics cannot be mirrored or replicated. Only varied alternatives can be produced, giving Sensitive high exclusivity with businesses and consumers.
Global inconsistencies.
Laws may vary world wide, which require attention when aiming to expand into new markets, even if it’s just awareness. Thus Sensitive may be unable to rationalize in several markets.
New advertisement laws.
Labelling.
ENVIRONMENTAL Increased pressure on companies to become environmentally friendly. Seasonal and weather differentiation.
New laws may limit advertisement campaigns, therefore stealth and buzz marketing campaigns need to be carefully considered, especially if Sensitive conducted these in a different market such as the UK. All retailers must provide the correct labels for clothing with accurate information such as flammability, washing instructions and the country it was produced in. Sensitive provide 4 different hang tags (swimwear, underwear, sportswear and ready to wear) with the authenticity certificate stating the item was Made in Italy. Although Sensitive are eco-friendly, upon entering a new market, competitors may be equally environmentally aware. As a result, Sensitive may not stand out as a eco-friendly brand against competitors. Some markets may vary to others, for example UK weather may differ from Italian, therefore marketing and products may have to vary to adapt to the market. 26
SWOT ANALYSIS. STRENGTHS • Sensitive hold a strong portfolio of brands they have incorporated their fabric in from high street retailers to luxury designers. • Sensitive are an innovative brand that aim to remain ahead of competing companies with their advanced research and development process. • As a brand they monitor their manufacturing closely and reuse energy sources and materials, which reduce waste thus less impact on the environment and costing. For every metre of Sensitive fabric sold, Eurojersey provide protection for 1 metre of rainforest. • The diversity of their fabric has allowed Sensitive to produce clothing for many categories in retail, which have furthermore given them a firm position in business as their fabric operates in different areas of retail clothing. • Sensitive use motivational techniques such as digital billboards informing employees about the success of latest materials that are being used by other brands. • Sensitive fabric is tested against chlorine, salt water, light and strength which gives the fabric great durability, comfort and allows it to be breathable and thin. • Milan factory in Italy is vertically integrated allowing production run smoother, be more cost efficient and less time consuming. • Sensitive provide fabric which has a concept of 24 hour wear, from underwear to fitness and ready to wear.
WEAKNESSES • They have no firm identity to consumers, which leads to a limited relationship and awareness of the Sensitive brand. • The customers that actually utilize the Sensitive fabric through other brands can undermine Sensitive with limited identity. • Limited budget for marketing as compared to brands like Speedo, hence Speedo have a far larger consumer awareness and brand image. • Sensitive YouTube & Facebook profiles have no outstanding reach and they are not present on other means of social media. • The brands that use Sensitive fabric do not pride themselves in promoting this, which is a contributing reason to the loss of identity between the consumer and Sensitive. They do not demonstrate the value that Sensitive fabric brings. • As Sensitive provide fabric which has a concept of 24 hour wear, this is not portrayed or engaged to consumers efficiently.
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OPPORTUNITIES • Increasing their online awareness on digital networks such as social media through fun/interactive advertisements can gain a strong network reach. This may include stealth/buzz campaigns. • Sensitive can host sporting events, which are relative to Sensitive’s product portfolio. This would increase awareness especially if it is well documented through social media. • A £600m (Futurefit.co.uk, 2013) market increase in gym memberships in the UK due to an increase of users and memberships, shows growing opportunity for product purchase and advertisement in densely populated gyms. • Using the eco-friendly traits of Sensitive to reach out to the consumer and form an intangible connection as well as create awareness. As a result of this, consumers will see the positive operations of Sensitive and feel inclined to use them. Especially the more environmental friendly consumer.
THREATS • Competitor companies are always advancing in terms of research and development therefore cheaper options other than Sensitive fabrics can appear in the market, leading to a loss of consumers. • Sensitive have no security other than a patented fabric, therefore if another company provide a competitive if not better material, Sensitive have less power in the market. • Fabric development and manufacturing depend on the cost of technology and changes of it. If technology begins to develop fast, the cost and transformations may be too high for Sensitive. • Economic damages in markets such as the UK have knocked the consumer spending confidence, and economic downfall directly effect raw material costs.
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KILLER INSIGHT. Now I am aware of the benefits Sensitive Fabrics have, I am “very likely to make a swim or sportswear purchase, with the brand’s fabric implemented into it.
In order for consumers to notice Sensitive and understand who they are as a brand, advertisements would need to be marketed in appropriate locations that are relevant to the characteristics of the fabric. Furthermore, Sensitive need to make their brand accessible on social platforms to raise awareness to a larger network of consumers.
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FUTURE VISION STATEMENT “A consumer entering a store asking for the Sensitive brand.” (Donna D M, 2014 Eurojersey)
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12 MONTH MARKETING & COMMUNICATION PLAN.
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SMART OBJECTIVES. SOCIAL MEDIA AWARENESS SMART OBJECTIVES • To have a social media network of 25,000 followers each on both Instagram and Twitter by the end of the fourth quarterly (December 2015). •
To increase Sensitive’s Facebook likes by 843.03% taking it to 25000 likes by the fourth quarterly (December 2015).
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To have a network of 500 YouTube subscribers by the end of the second quarterly, as a result of marketing Sensitive Charity Event through social media platforms and gyms. BRAND AWARENESS SMART OBJECTIVES
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To increase Sensitive’s general brand awareness by 47.7% (from current 3.3% to 50%) by the end of the third quarterly. Measured by primary research surveys conducted and amount of tickets sold at Sensitive Charity Event hosted by Tom Daley. •
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To have a brand awareness of at least 80% in the gyms that have Sensitive advertisement posters and digital displays by the end of second quarterly. Measured by surveys conducted in the gym at the end of the first 6 months. To sell 95% of the Sensitive Charity Event tickets, as a contributed result of Tom Daley marketing the event and gym advertisements. Measured by amount of tickets sold.
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SOCIAL MEDIA. WHAT IS THE STRATEGY? Sensitive would hire a social media marketing manager to control and maintain the social landscape of the brand and ensure daily updates and activities are being posted. These platforms would include introducing Instagram and Twitter to Sensitive’s social portfolio. This would be integrated into all of the 12 month communication plan.
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25k
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For a business to grow there key driving elements they must consider when aiming to increase the demand and awareness of the brand. As Sensitive are aiming to increase their business to consumer awareness, the key marketing strategy for them currently is to adapt a new social media landscape which can connect with a large network of potentially new and existing consumers. The network levels on social media are growing meaning businesses utilise this avenue to gain recognition and market presence.
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GOALS AND AUDIENCE The key aim of this strategy is to gain a digital network of 25,000 followers per social media platform for Sensitive’s social media profiles. This figure will allow a great network reach when marketing adverts and information, due to the sharing capability of information relayed onto the consumers individual network circle. A Mintel research report shows that 59% of consumers engage with marketing adverts on social media sites that are short and relevant to their interests. The Sensitive Twitter account can adhere to this data due to the micro blogging capabilities it has. The secondary aim is to use these hubs as stages to provide daily updates and information of the brand, to maintain or increase awareness constantly. Sensitive will aim to target a wide range of demographics within the UK, primarily basing it on the consumer who likes to keep fit and stay active whether they go to the gym or not. Subsequently, with the power of social media networking to go global within a second, Sensitive would be able to target consumers internationally. PURPOSE OF STRATEGY During primary research, data stated that 76.6% of the sample (based on multiple choice, see appendix chart 8) all use Facebook, Twitter & Instagram. This demonstrates the three platforms are well established with UK consumers. Sensitive can communicate information about the brand between themselves and new consumers, which can increase the awareness of the brand as well as their brand positioning. Further to this, 58 out 60 consumers felt social media was the most effective form of advertisement (see appendix chart 7). 90% of the sample stated that clothing advertisements and information on social media interest them in brands or incline them to make a purchase. (Primary research, 2014)
A case study of primary research made evident that Facebook consumed 74% and Twitter consumed 29% of the consumers choice when selecting their social media platforms used, thus being in the top 3 selected out of 2000 people aged 16+ (Mintel, 2014). There are many benefits of social media marketing for Sensitive to increase business to consumer relationships. Social media is accessible globally, it is convenient and easy to use and also is available to consumers and businesses in their own comfort and time. 89% of internet users aged 16+ stated they purchased a product they were unaware of until a brand or retailer posted about it on a social media network. (Mintel, 2014)
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IN GYM ADS.
When considering where to advertise Sensitive Fabrics it was important to consider what the fabric benefits are and where these benefits would be most efficient. In-gym advertising would be an extremely suitable marketing technique as Sensitive Fabric can be applied to sportswear and swimwear. This would also mean that the advertisements would be relatable to consumers in the gym and would create a high increase in awareness of Sensitive Fabrics. The sample stated that 83.3% go to the gym at least once a week and 86.6% pay attention to the TV displays in the gym because they either enjoy it or it helps them exercise (see appendix chart 10 & 11). Furthermore, 50% of the sample said that they found the qualities of Sensitive Fabric to be innovative, beneficial and suitable for them personally (see appendix chart 3). Therefore, it is paramount to ensure that in-gym advertising is consistent, creative and markets Sensitive Fabric benefits. The advertising will begin on 5th January 2015 till 10th July 2015, which would take it up to one day before the event. It will be accounted for in the budget that posters will be changed 3 times during the 27 weeks, to raise awareness for Sensitive as well as promote the Sensitive Charity Event. The posters will be in 25 main city gyms and the digital TV advertising will be in 10 main city gyms based on population and city gym footfall in each city. This will aid to achieve the SMART objective of raising Sensitive’s brand awareness by at least 80%.
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BILLBOARD ADS.
During primary research (multiple choice) 51 out of 60 correspondents stated that billboards were the second most effective method of advertising (see appendix chart 7). Billboards make a large statement and business power is exposed to not only gym enthusiasts but many other consumers that may take interest in the brand. They allow a broad range of consumers to notice billboards on-route, especially by engaging them into a 24h concept of wear that Sensitive provides. The billboards will be placed in 10 main UK cities at 4 weeks per billboard prior to the Sensitive charity event. Following this page will be advertising material for in-gym posters, billboard and digital TV designs.
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CLEVER FABRICS by ® Made in Italy
Find out more: www.sensitivefabrics.it
Made in Italy Find out more: www.sensitivefabrics.it
24h WEAR CONCEPT by ®
CHANGE YOUR SPOTS WITH ®
Made in Italy Find out more: www.sensitivefabrics.it
BRAND AMBASSADOR.
In order to create a substantial amount of recognition for Sensitive, Tom Daley would be an inspirational and great personality as the brand ambassador for Sensitive. Daley is young, British, inspiring and relates extremely well to Sensitive’s fabric benefits for his profession as well as consumers. This would be over a period of 6 months that would include utilising his social media to inform public about Sensitive. This would also include the lead up to a charity event that he will host and represent Sensitive after the event as well. Daley currently has 2.61 million followers on Twitter, 1 million on Instagram and 2,682,076 likes on Facebook. It is evident that his social media network is strong and well recognised. He holds 8 gold medals, 4 silver medals and 12 awards for his profession of a diver who has represented the Olympics for team GB. During primary research, once the sample knew the benefits of Sensitive fabric, out of 6 choices of potential athletes who could represent the brand, Daley received the majority vote of 30% (see appendix chart 5). Having Daley as Sensitive’s brand ambassador has a high level of association due to the brand’s attributes and Daley’s career. This will give both the brand and celebrity credibility, due to the relevant connection the consumer can feel, leading them to be less cynical about the campaign. Thus builds an intangible connection with the consumer allowing Sensitive to be portrayed as a reputable brand that is authentic. 43
MARKETING TOOLS. To create longevity of the brand, marketing tools such as freebies are a great incentive to raise instant awareness and engage consumers with a brand. It can also encourage consumers to share this with friends, family or on social networking sites. The freebies would be given to people who buy tickets for the event and would include: wristbands with key attachment for lockers at the gym and a swimming hat. Both of these items would have the Sensitive logo printed on top and with the rainbow coloured logo, it will be bold and appealing. These freebies would encourage people to maintain a fit lifestyle as well as create instant buzz when using them on a daily basis at the gym. For the event, 5 swimming costumes and 5 swimming shorts will also be made with Sensitive Fabric with the logo printed on top which will be worn by Tom Daley and co-hosts.
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THE EVENT. After the end of the second quarterly, Sensitive Fabrics would organise a charity swim campaign that will be hosted by their brand ambassador, Tom Daley. This event will welcome 2500 members of the public to support the British Paralympics Association. This is an exciting event for good cause, that can create an intangible emotional connection with consumers, thus leaving a positive impression. Furthermore, portrays positive brand morals of being charitable and giving as 100% of ticket sales will go the BPA. Primary research projected that 88.2% of the sample found both swim and sportswear were the most desirable categories for Sensitive Fabrics (see appendix chart 2). The brand have great relevance to the sport of swimming therefore the event holds a strong brand association, and it forms a good brand positioning. The fundamental purpose of this event, as well as being charitable, is to increase the brand awareness through media coverage and create a marketing wave through many forms of promotions. This will be done through Tom Daley’s social network circle, word of mouth advertising, billboards, in-gym posters and TV displays.
As brand ambassador, Tom Daley will be delegated the responsibility to source 10 professional swimmers and divers that will partake in the event’s swimming activities as contribution to charity. The event will provide freebies to the attendees in return of their kind donation, which they will go on to appreciate the efforts of Sensitive providing them with something that they can incorporate into their current lifestyle. This will give the consumers something to remember Sensitive by, creating consistency and longevity with consumer awareness. The fun-filled and entertaining event will keep consumers anticipating what Sensitive as a brand will offer next, which will be a thought provoking technique of marketing. All aspects of the event’s organisation have been included within the venue costs, being the following: 50 metre swim competition pool, 25m diving pool, 2500 seating area, security, fire marshals, safety officers, first aiders, changing room facilities, support in terms of event managers pre and during event & dedicated welcome zone entrances. Following this will be the poster for the event that will be on billboards 4 weeks prior to the event and in gyms and gym TV displays.
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SPLASH FOR CHARITY!
HOSTED BY TOM DALEY.
®
LONDON AQUATICS CENTRE SATURDAY 11TH JULY ‘15 TIME : 12PM - 5PM All ticket proceedings to British Paralympic Association.®
WWW.SENSITIVEFABRICS.IT
TICKETS & CONTACT : 0208 536 3150
#SWIMDALEY
TIMELINE. 12 MONTH PERIOD FOR PLAN MARKETING PLAN ORDER Social media marketing manager In-gym poster advertising In-gym digital TV screen advertising Poster changes start of every 2 months Billboards Tom Daley Brand Ambassador Event ticket sales begin Freebies and Clothing Manufacturing London Aquatics Event
BUDGET. Basing a marketing and communications plan with 20% of Sensitive’s marketing budget amounts to 200,000 Euros which in today’s GBP currency conversion rate equals £157, 324*. This budget will be divided and allocated to finance the marketing plan and aid achieving the SMART objectives of raising brand awareness. All currency conversions were calculated on 01/12/14 therefore do not include any conversion rate fluctuations since. Primary research has been conducted to provide realistic and accurate costs. Please see citations.
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PROMOTIONAL COSTS DESCRIPTION
£ GBP
€ EURO
Salary for social media marketing manager to manage Sensitive’s social media platform for 12 months Jan-Dec 2015 (including promoting event).
£ 25000
€ 31886.04
1 x digital TV screen advertising in 10 main city gyms. Based on 27 weeks starting 5th January 2015 till July 10th 2015.
£ 40500
€ 51655.38
Advertisment space for 9 A2 posters in each 25 main city gyms including cost of producing 675 posters*
£ 44923.50
€ 57153.35
Billboards 10 main cities x 4 weeks per billboard = £9200 10 billboard prints @ £157 each = £1570
£ 10770
€ 13736.51
Tom Daley Brand Ambassador for 6 months from start of May to end of October. Includes hosting and taking part in Sensitive’s Charity Event.
£ 25000
€ 31886.04
£ 146,193.50
€ 185,994.68
TOTAL PROMOTIONAL COSTS inc. VAT
*675 posters for gyms during the 6 month pre event advertising and digital space purchased. This means posters can be changed 3 times altogether in the space of 6 months and digital TV can be changed as many times. (225 posters per change)
EVENT COSTS DESCRIPTION 2500 Sensitive logo keyring wristbands 2510 Sensitive logo swimming hats (including 10 swimmers) 10 Swimming outfits made with Sensitive fabric with logo TO HIRE VENUE: LONDON AQUATICS CENTRE 2500 seats 12pm - 5pm Saturday 11th July 2015 TOTAL EVENT COSTS inc. VAT TOTAL BUDGET EXPENDITURE inc. VAT BUDGET REMAINING
£ GBP
EURO
£ 4000
€ 5089
£ 6737*
€ 8571.15
£ 10737
€ 13660.15
£ 156,930.50
€ 199,654.83
£ 393.50
€ 500.63
*Price of £6737 includes: 50 metre swim competition pool, 25m diving pool, 2500 seating area, security, fire marshals, safety officers, first aiders, changing room facilities, support in terms of event managers pre and during event & dedicated welcome zone entrances.
EVENT TICKET REVENUE 2500 tickets x £10 each All proceedings to go to British Paralympic Association.
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£ 25000
€ 31806.25
APPENDIX PRIMARY RESEARCH RESULTS
Chart 1
Chart 2
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Chart 4
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Chart 6
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Chart 8
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Chart 10
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Chart 12
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BIBLIOGRAPHY WEBSITE SOURCES BRUCE, I. http://knowhownonprofit.org/funding/fundraising/fundraising-events-and-challenges/events [Unknown post date] - [Accessed on 24/11/2014] FUTUREFIT. http://www.futurefit.co.uk/personal-training/news-and-views/2013/10/02/uk-fitness-industry-report/ [02/10/2013]-[Accessed on 15/11/2014] HUTCHINS, B. http://www.business2community.com/social-media/12-important-social-media-infographics-2014-0982220 [21/08/2014] - [Accessed on 19/11/2014] PINER, D. http://resources.mediatrust.org/celebrities-and-charity/ [Unknown post date] - [Accessed 25/11/2014] SMEDLEY ROBERTS, S. (NTU NOW UPLOADED INFORMATION FROM TUTOR) https://now.ntu. ac.uk/d2l/le/content/311129/viewContent/1402755/View [17/11/2014] - [Accessed on 18/11/2014] [Unknown author] http://www.sensitivefabrics.it/ [Unknown post date] - [Accessed on 7/11/2014] [Unknown author] http://www.carvico.com/en [Unknown post date] - [Accessed on 10/11/2014] [Unknown author] www.connect.lycra.com [Unknown post date] - [Accessed on 20/11/2014] [Unknown author] www.lycramoves.com [Unknown post date] - [Accessed on 20/11/2014] [Unknown author] http://www.lanificiobecagli.com/en/ [Unknown post date] - [Accessed on 10/11/2014] [Unknown author] www.tradingeconomics.com [Unknown post date] - [Accessed on 15/11/2014] [Unknown author] http://www.speedo.co.uk/ [Unknown post date] - [Accessed on 16/11/2014] [Unknown author] http://en.wikipedia.org/wiki/Speedo [Unknown post date] - [Accessed on 10/11/2014] [Unknown author] http://en.wikipedia.org/wiki/Spandex [Unknown post date] - [Accessed on 12/11/2014] BOOKS EASEY, M. [2009] Fashion Marketing, 3rd Edition. John Wiley & Sons, UK. LEA GREENWOOD, G. [2013] Fashion Marketing Communications. Wiley, UK KOTLER, P & ARMSTRONG, G. [2011] Principles of Marketing. Pearson Education. EVANS, M, FOXALL, G & JAMAL, A. [2009] Consumer Behaviour, John Wiley & Sons, UK. SOLOMON, M R & RABOLT, N J. [2003] Consumer Behaviour in Fashion. Prentice Hall. JOURNALS O’REILLY, D & DODDY, K. [2009] The Influence of Product Displays on Consumer Behaviour in the Fashion Industry [Online] Available at: http://gse.publisher.ingentaconnect.com/content/apbj/ fmt/2009/00000004/00000001/art00015;jsessionid=20e6sbl9cs7w8.alexandra VIGNALI, G & VIGNALI C. [2009] The PEST Analysis. [Online] Available at: http://gse.publisher.ingentaconnect.com/content/apbj/fmt/2009/00000004/00000001/art00011;jsessionid=20e6sbl9cs7w8.alexandra 57
LIST OF ILLUSTRATIONS
[Unknown author] http://www.sensitivefabrics.it/ [Unknown post date] [Accessed on 17/11/2014]
[Unknown author] http://www.sensitivefabrics.it/ [Unknown post date] [Accessed on 17/11/2014]
[Unknown author] http://www.sensitivefabrics.it/ [Unknown post date] [Accessed on 17/11/2014]
[Unknown author] https://www.facebook.com/sensitive.fabrics [Unknown post date] - [Accessed on 22/11/2014]
[Unknown author] https://www.youtube.com/user/SensitiveFabrics [Unknown post date] - [Accessed on 22/11/2014]
KHATKAR, N. Created on 29/11/2014.
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25k
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KHATKAR, N. Created on 29/11/2014.
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KHATKAR, N. Created on 29/11/2014.
KHATKAR, N. Created on 29/11/2014.
KHATKAR, N. Created on 29/11/2014.
JAMES. http://www.desktopwallpapers4.me/digital-art/athlete-against-cheetah-14842/ [02/08/2013] - [Accessed on 26/11/2014]
NANRUFF. http://www.wallconvert.com/wallpapers/digital-art/ swimming-with-dolphins-756.html [29/01/2013] - [Accessed on 23/11/2014]
[Unknown author] http://artwallpapers.co/wallpaper/archives/9989/ pole-vault-wallpaper-pole-girl-athlete-advertising-adidas [Unknown post date] - [Accessed on 25/11/2014]
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SPLASH FOR CHARITY!
HOSTED BY TOM DALEY.
LONDON AQUATICS CENTRE SATURDAY 11TH JULY ‘15 TIME : 12PM - 5PM All ticket proceedings to British Paralympic Association.®
Tom Daley Poster Created by KHATKAR, N.
WWW.SENSITIVEFABRICS.IT
®
TICKETS & CONTACT : 0208 536 3150
#SWIMDALEY
CITATIONS Donna D M. [2014] Sensitive Vision Statement. https://now.ntu.ac.uk/d2l/le/content/311129/viewContent/1402755/View [Accessed on 19/11/2014] Donna D M. [2014] Sensitive Mission Statement. https://now.ntu.ac.uk/d2l/le/content/311129/viewContent/1402755/View [Accessed on 19/11/2014] Mintel [May 2014] Social and Media Networks - UK. http://academic.mintel.com/display/679632/ [Accessed on 01/12/2014] Unknown Author. [2014] Maximum fabric quality. http://www.sensitivefabrics.it [Accessed on 20/11/20-14] Unknown Author. [2014] Tangible Results. http://www.sensitivefabrics.it/Ecosystem/Risultati.aspx. [Accessed on 21/11/2014] Unknown Author. [May 2014] Italy Disposable Personal Income. http://ieconomics.com/italy-personal-disposable-income?ref=tradingeconomics.com [Accessed on 28/11/2014] Unknown Author. [May 2014] United Kingdom Disposable Personal Income. http://ieconomics.com/united-kingdom-personal-income?ref=tradingeconomics.com. [Accessed on 28/11/2014] Unknown Author. [02/10/2013] The UK Fitness Industry Report - commentary. http://www.futurefit.co.uk/personal-training/news-and-views/2013/10/02/uk-fitness-industry-report [Accessed on 15/11/2014] PRIMARY RESEARCH CONDUCTED TO GAIN ACCURATE AND REALISTIC QUOTES. http://londonaquaticscentre.org/ Chiara Malerba 0208 536 3165 for London Aquatics Centre. http://caburnhope.co.uk/marketing/our-work/the-gym-case-study/ Eleni Xenidou - e.xenidou@caburnhope.co.uk - for quotes on in gym poster space and digital TV advertising in gyms. http://www.signkick.co.uk/ - for Billboard pricing and exact locations 60
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Signed ___________________________________________ Date ________________________
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Marketing Communications Plan Navdeep Khatkar N0440138 3837 words
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