Upload
charlotte-lee
View
173
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Marketing Communication: Launch New Handbag Brand in Asia Market All data and company are fictitious. Just for acedmic propose
Citation preview
Hélène C.Hélène D. Faustine F.
Charlotte LRomain B.
Agenda
Our Team Market & Target Analysis The Product Our Proposal
− Objectives− Media Mix− Creative Idea
Conclusion
Market Analysis: Hong Kong
7 million people
9th GDP per Capita : US$49,300
Leisure Activity: Consuming− Impulsive buyers
Handbags: − France 2nd exporter for HK
Market Analysis: Insights
Apparition of a new social class: newly rich people
− Enjoy buying luxuries that demonstrate their new social status
− Perceive global brands as high quality, prestigious
− Prefer to buy luxury from Western brand
Latent Need for social approval
Target Analysis
Upper-class Woman
Aged 18-35
Looking for:− Social Recognition
− Quality
− Innovation
Favored Media:− Female Magazines
− Internet
Specific Purchasing Habits
Brand awareness through digital support
and prints...
But purchase in store....
looking for a particular brand!
ROPO Buying Habits
The Product
LUMI : A name that sounds feminine
Designed by Philippe Starck
Assembled by Hand
Features:
− Internal Light Bulb− « Marinière » Print− Leather Handles & Seam
Brand Positioning
“For young, independent women who want to feel unique and admired, LUMI is a
luxury French designer bag that will put them in the spotlight, in all situations”
Our Proposal: Objectives
Action Objectives
• Increase Awareness in the Core Target
• Encourage them to visit our website
• Push them to Purchase
Increase Brand Recognition
• In line with the ROPO purchasing habit of the target
• Over 10 482 000 exposures in total
• Estimated 30% of our target sales in cycle 1
Media Strategy The perfect media mix to reach the target
Magazines : primary media
Website + banners : secondary medium
+
Fits our target habits: Young active and connected The secondary medium will boost brand recognition Budget constraints: the target is too narrow for TV
campaign
Wedge Reach Cycle 1 + 2: Intensive-image : Reach & Frequency Strategy. Cycle 3: slow up a bit because of carryover effect Cycle 4: LC + 1 Reach Strategy.
1905 1914 1922
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Cycle 1MEF(M) =18MEF(W) =9
Cycle 2MEF(M) =16MEF(W) =8
Cycle 3MEF(M) =14MEF(W) =7
Cycle 3MEF(M)
=14MEF(W) =7
Cycle 4MEF(M) =16MEF(W) =8
REACH & FREQUENCY REACH
Sale Peak Season
Chinese Autumn BuyNoel
Overall 4 cycles gradually evolves into the Reach Strategy, as frequency is gradually reduced on subsequent flighting.
Media Selection & Implement
1905 1914 1922
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Cycle 1MEF(M) =18MEF(W) =9
Cycle 2MEF(M) =16MEF(W) =8
a
Strategic rule Cycle 1 MEF (M) = 20MEF (W) = 10
Cycle 2 MEF (M) = 18MEF (W) = 9
Cycle 3 MEF (M) = 16MEF (W) = 8
Cycle4 MEF (M) = 18MEF (W) = 9
Reach- scatter OTS
5 inserts Jessica5 inserts Elle 10 inserts Reach
4 inserts Jessica4 insert Elle 10 inserts Reach
5 inserts Jessica4 insert Elle 7 inserts Reach
4 inserts Jessica4 insert Elle10 inserts Reach
Frequency - concentrate OTS- 1 inserts = 7 weeks
Web-banner at 3 inserts fashion.com 7 inserts She.com
Web-banner at 4 inserts fashion.com 5 inserts She.com
Web-banner at 4 inserts fashion.com 4 inserts She.com
Web-banner at 4 inserts fashion.com 5 inserts She.com
Monthly Sale: 76000Ads fee: €17000 Ads no: 18 insertsExposure:1368000
Monthly Sale: 54000Ads fee: €19500 Ads no: 17 insertsExposure: 918000
Weekly Sale: 195 000Ads fee: €12000 Ads no: 37 insertsExposure: 7215000
Weekly Visitors: 43,860Ads fee: €33600 Ads no: 21 insertsExposure: 921060
Weekly Visitors: 4 000Ads fee: €22400 Ads no: 15 insertsExposure: 60000
Media Budget and Goals
z
Insertion
Exposure
Awareness
Sales Goals
Text in here
HK market (18-35 year old) : 1.8 millionPenetration rate: 20%Purchase: 1 purchase per year
360 000 units
900 000 awares
10 482 060 exposes
Aware Purchase (0.4)
Expose Aware (0.3)MEF (M): 72 MEF(W): 36
Insertion ExposureMagazine: 72 inserts /yearBanner: 36 inserts /year
€1081500 + €1041600 + €80000Creative costResearch cost
Ads budget€ 2203100
€6.1/bag
Brand Motivation
High Involvement
Transformational
Storytelling
“You will be the only one they notice”
Print CreativeBrand Recognition
Realistic Logo & Packshot
With sufficient Exposure
Category Need Portrayed
HI/T Strong Branding
Emotional Authenticity
Extreme Key Benefit Claim
Informational Benefits
Linked Marcom
Aspirational Presenter
Do you want to shine ?
Eyeblaster
Eyeblaster
Eyeblaster
You will be the only one they notice
Eyeblaster
You will be the only one they
notice
Digital Banner
Click here if you want to shine
be the only one they notice
WebsiteLumi by Unique & Starck
Click here to shine
WebsiteLumi by Unique & Starck
Tonight is your night, just like every day is your day. You are confident, independent and authentic, prepared for any situation life may throw at you. And with its luxurious French design by Philippe Starck, its handcrafted association of the highest quality leather and fabric, and its very innovative internal glowing system, Lumi is your perfect companion. Step into the spotlight. Shine like no one else. You will be the only one they notice.
Share It
Find It
Thank you for your attention…
NOW LET’S SHINE!!