Eunyoung Moon

BRAND EXTENSION PROJECT Fashion Marketing Emma Moon

1.

Introduction a. Brand Identity Prism

2.

Short-term Strategy a. Inspiration b. Objective c. Targeting d. Competitor e. Marketing Mix

3.

Long-term Strategy a. Inspiration b. Objective c. Targeting d. Competitor e. Marketing Mix

BRAND IDENTITY PRISM PHYSIQUE Elegant, Sharp and refined aesthetics, Subtle delicateness, Baccarat bottle

PERSONALITY Cultivated, Passionate Generous, Emotional, Empathetic, Visionary Intellectual, Sensual

RELATIONSHIP Sensitive to customer’s needs, Inclusive, Reassuring

CULTURE (VALUES) Nature’s poetry Quest for excellence Historical know-how Luxurious generosity

REFLECTION Niche, Scarce, Unique, Sophisticated

SELF IMAGE Exclusive, Feminine, Emotional, Evocative, Timeless

(Kapferer, J. N., 2012. p.156)

Short-term Strategy

Launching Lipstick Line

Founder, Annick Goutal

INSPIRATION Distinctive feature of Annick Goutal

Founder Annick’s Red Lips

Sensual, feminine, elegant

Brand itself

“Red lip was a symbol of a founder, Annick Goutal” Founder, Annick Goutal

OBJECTIVE Boost sales and profits

Expand customer range

Intensify recognition and recall

Through a red lipstick that is more accessible and affordable to customers

By offering an easier access to Annick Goutal as a brand

Customers have a chance and opportunity to learn more about Annick Goutal

TARGETING Target Customer

-

Demographic : Female in their 20s to 40s who is intellectual and sophisticated

-

Geographic : Female who enjoy city life worldwide

-

Psychographic : passionate and refined character

-

Wants : timeless elegance, feminine beauty and high quality

Direct Competitor

Guerlain

Nars

Hourglass

Charlotte Tilbury

KissKiss

Audacious Lipstick

Be Legendary

K.I.S.S.I.N.G

French

French

American

British

$ 31.00

$ 34.00

$ 32.00

$ 34.00

32 Shades

45 Shades

20 Shades

11 Shades

PRODUCT ROUGE GOUTAL “The elegance of a timeless essential”

The Butterfly Bottle A luxurious presentation case inspired by the world of fine jewelry to show the bottle in its finest light.

PRODUCT “Make it truly personal.�

Engraving Service -

Our engraving and monogramming service allows you to customise your ROUGE GOUTAL A personal message, a special date or monogram it with initials

PRODUCT ROUGE GOUTAL An innovative lipstick formulated with Amore Pacific’s technology that coats lips with bold color, long-lasting wear, and luxe comfort.

Fragrance - A citrus fruit fragrance with accents of lemon, bergamot, and Citron, inspired by the delicious notes of Eau d'Hadrien

$34.00

PRODUCT ROUGE GOUTAL Color 20 Shades Bold, Intense and highly saturated colors Texture A stable formula with glide-over texture, which applies as smoothly as silk Main Ingredients Green tea, rosehip, rosemary, and shea butters

PROMOTION 360 Objective: #1 best selling item among Annick Goutal categories COMM BUILD THE ELEGANCE OF AG - Visual & POS video clips - Digital SNS comm

PR STRENGTHEN BRAND DNA THRU PRODUCTS - Editorials - KOL seedings - Press release for media & wholesaler

BAs

EVENT (O2O)

TRAINING - BA speech/ gifts/ tools - Story

#MissButterfly Color & Wear Competition

TRADE TOOLS - GWP (traffic stoppers) - Sample

POS OPTIMIZE NEW IMAGE - VM highlight: outpost, lip display stand - POSM on podium, counter or window (TBC) - Fragrance bay → link selling

DISTRIBUTION BOUTIQUES Paris, Lyon, Strasbourg, New York..

SHOP-IN-SHOP Spain, Malaysia, Korea, China..

TR EMEA, Asia & Pacific, N. America, LAC..

Long-term Strategy

INSPIRATION Annick Goutal’s flowerbox is a contemporary, aesthetic update to the world’s most beautiful gift: Roses.

INSPIRATION Twist on a timeless, affectionate gift : eternal flowers in the highest quality, with a luxurious and customizable packaging made of leather.

Leather savoir-faire

Symbol of love and passion

Grasse, city of perfume and flowers

ROSE

ANNICK GOUTAL

Lived and loved passionately

INSPIRATION “You deserve to be loved.”

OBJECTIVE Boost Sales and Profits

Through a new product category, aiming at impulsive/emotional buyers

Inclusion of men in the audience

By offering a new substitute in terms of gifts, not similar to the traditional ones

Leverage brand awareness

Goal of creating buzz around this new type of offer, especially through word of mouth

TARGETING Long term AUDIENCE Continue to target the Annick Goutal women

SHARING → roses meant to be gifted with loved ones, friends and family

Enlarge audience including MEN : roses as a token of affection for multiple occasions

COMPETITOR Champagne & Wine Ruinart Blanc de Blancs: 68€ M&C Grand Vintage 1999: 85€

Delicacies

INDIRECT DIRECT

Show Tickets Opera de Paris: from 70€

PRODUCT “Art of Generosity�

- Gifting unforgettable expressions of love.

- Contemporary and elegant designs make the most beautiful gift in the world

PRODUCT “Luxurious ROSEBOX” - Highest quality roses + handmade leather box → Perfect Brand Experience.

- Flowers’ freshness conserved for 3-5 years - Small initial stock → adapted to market demand

PRODUCT 1. CHOOSE FLOWERBOX SIZE

2. CHOOSE FLOWERBOX COLOR

3. CHOOSE ROSE COLOR

- Small - 4roses - Medium - 8roses - Large - 21roses

- CREAM - BLACK

- ROYAL RED - MAUVE

PRICE Small 4 Roses

Medium 8 Roses

Large 21 Roses

$ 78

$ 158

$ 198

$ 44

$ 99

$ 149

$ 50

$ 120

$ 169

PROMOTION

VIP Gift Box with Invitation to Launch Event

Launch Event

In Store Special Event

THANK YOU.