CO-BRANDING

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 ?