Transcript
Project Brand Launch
Prof. Silvia Zancarli
3rd Year Fashion Marketing English : Belinda Da Costa . Roshin Rahman . Katrin Zlatkova
COCA –COLA B A R B I E
N I G H T L I F E
CO - BRANDING
where do we start t
BRANDS
ANALYSIS
RESEARCH
H e r i t a g e T r e n d y
A d a p t a b l e
B e a u t y
C u l t u r a l S o c i a l
P o l i t i c a l A m e r i c a n
S t y l i s h F a s h i on
H a p p i n e s s
A d v e r t i s i n gi m a g e r y
U n i q u e t a s t e
S e c r e t f o r m u l a C e l e b r a t i o n s
Refreshment T r e n d y B o t t l e s h a p e
S o c i a l
what do the brands have in common
INFLUENTIAL
ICONIC
SOCIAL
TRENDY
HEALTH CONSCIOUS
INFLUENTIAL
ICONIC
SOCIAL
TRENDY
HEALTH CONSCIOUS
INFLUENTIAL
ICONIC
SOCIAL
TRENDY
HEALTH CONSCIOUS
INFLUENTIAL
ICONIC
SOCIAL
TRENDY
HEALTH CONSCIOUS
INFLUENTIAL
ICONIC
SOCIAL
TRENDY
HEALTH CONSCIOUS
INFLUENTIAL
ICONIC
SOCIAL
TRENDY
HEALTH CONSCIOUS
FASHION
DESIGNER COLLECTIONS FASHION MAGAZINES
FASHION SHOW SPONSORSHIPS CLOTHING LINE
What's the challenge ? ?
Coca cola
Barbie
Night life
How do we solve the problem
NIGHT LIFE
L O U N G E
W H A T A R E T H E ? ? ? ? ?
M O O D S
P L A C E S
F E A T U R E S
FEATURES – LOUNGE
Modern Elite
Chillout ambience
Purple White
Payne’s GreyBlue green
Contemporary Designs
Soft LightingLounge music
MOODS
P l a c e s M i l a n o
CONSUMERS
H A B I T S
What consumers desire
G O O D
FEEL
LOOKTHINK
BEFORE GOING OUT
FEEL
LOOKTHINK
AFTER GOING OUT
What are their problems
“ BIGGER THE PROBLEM
BIGGER THE OPPORTUNITY ”
Vinod Khosla
HANG OVER
LESS TIME TO DISTRESS
TIREDNESS AFTER PARTY
STRESS FROM WORK
WHAT’S THE SOLUTION ?
N G H T
S P A
MASSAGES
HEAD
FOOT
BODY
AYURVEDIC
SPA
BARBIE BUBBLE BATH
SALT BATH SCRUB
BEAUTY SERVICE
HAIR
MAKE UP
NAIL
Chill out ambience
Location : Centre of
Milan
Chauffeur service home
8 pm - 4 am Lounge music
LAUNCH STRATEGY
C r e a t e w o r d o f m o u t h
C o u n t d o w n s t r a t e g y
O n e m o n t h t i m e l i n e
S e l e c t i o n o f t h e p e o p l e (
m a g a z i n e , s o c i a l n e t w o r k i n g )
R O A C H B A I T M a r k e t i n g
" M A S S A G E O N WH E E L S ” C A M P A I G N
BRAND BENEFITS
ENTER A NEW SECOTR IN
HEALTH AND BEAUTY MARKET
MERCHANDISING
ADULT CONSUMERS
ENSURE HEALTHY IMAGE
EXPANDING HEALTHY IMAGE
SHOW CASE FOR NEW AND
EXCLUSIVE PRODUCTS
MERCHANDISING ( COLA BATH
SCRUB )
OPPORTUNITY TO ENTER NEW
MARKET ( HEALTH AND BEAUTY )
INCREASE THE TRENDY APPEAL
INCREASE THE TRENDY APPEAL
“ The colour is the place where our brain and the universe meet .”
Paul Cezanne
Choice of Color is Pillar of our Solution
Purple
White
Payne’s Grey
Cyan
36
“I think it would be great as after wearing heels allnight it would be nice to goand have a foot spa!”
I like it as I worklate a lot and it would be nice to stop and get a massage on the way home
WHAT DO CONSUMERS THINK
“I think it would be great, especially those nights whenwe don’t get “lucky” ha-ha, we could go and get a massage to relieve the stress”
What do you think ?
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