Kleur Tonacity Marketing Strategy - Squared Online

Marketing Proposal 2015

Executive Summary

PROPOSAL AIM

• Develop a marketing proposal for the female beauty product - Kleur Tonacity - which drives awareness, evaluation, sales in addition to building loyalty and advocacy.

MARKET & CONSUMER

• The target consumers are working mothers who care about their appearance, will pay for quality but have little time to regularly visits hair salons.

CONSUMER PROPOSITION

• Premium product offering that allows consumers to save money and time, whilst still gaining salon quality results.

MARKETING STRATEGY

• A fully integrated Digital Marketing Plan across owned, paid for and social media channels. Driving awareness, consideration, trail and loyalty amongst our target consumer.

Permanent hair colour Worth £264 million in sales (2014)

Semi-permanent hair colour Worth £40.9 million in sales (2014)

Europe’s biggest hair colourant market

- Worth £327 million in 2014 (-5%)

- 37% have used hair colour themselves at home in 2014

Highlights, bleaching, toning Worth £18.5 million in sales (2014)

Temporary, chalk & sprays Worth £3 million in sales (2014)

UK Hair Colour Market

Jennifer (London), 34

- Account Manager at Blue Bird

- Lives with her husband and 2

children

Main Interests:

Reads Lifestyle

magazine

Will shop online

Uses Facebook and

Pinterest daily

Likes to look good

Favourite store:

John Lewis

Loves Gadgets – iPhone

and tablet

Loves socialising

Major Concerns:

Busy lifestyle managing

work and looking after

children

Needs to colour her hair

every 4-5 weeks, but has

no time to visit the salon

“My hair is a major

concern and to get salon

quality at home would

be ideal” - Jen

Jennifer’s use of Social Media on a Daily Basis

Facebook

30%

Pinterest

30%

Instagram

20%

Blogs

10%

YouTube

10%

Meet Our Customer

Jennifer’s Hair Journey

FM

OT

1. She notices her hair

is in poor condition

2. She searches for hair

solutions on google on her

phone & browses social media

on her way to work.

3. She does her research

online-reading reviews,

images, video content.

4. She finds her nearest

store and goes into to

look at the product

5. She ends up buying the product directly from the

brands website as she trusts them and wants to

gain more information from them in the future.

7. She submits a positive review

on the brand website.

6. She uses the product for the first

time and is really happy with the

result

8. She shares her experience of

the product via social media

9. She shares her experiences when

she sees her friends.

Price Place

Product

Consumer Proposition- Kleur Tonacity

PRICE

• Premium pricing at £24.99

• More expensive than other home hair colouring

kits, which normally retail at £5 to £10

• Cheaper than salons which can charge

anywhere between £40 and £100 per

treatments

PLACE

• Department stores such as John Lewis,

Debenhams, Marks & Spencer, House of Fraser,

Selfridges and Harvey Nichols.

• High end beauty retailers including Hqhair.com

and SpaceNK.com

• Available to purchase online on Ocado.com and

department store websites, and on Kleur’s

website

PRODUCT

• High-end hair toning product for bleached or

blonde hair to achieve a multi-tonal and salon

quality result

• Kleur promise: good quality, lasting colour and

is odourless and ammonia free

• Bespoke application tool designed by a team of

engineers for an easy application

• Toning pack includes 3 colour toners, the

application tool, gloves and the application

manual

Strategic Approach

OWNED - build the brand

● Responsive website

● Email marketing - send out video tutorials, and

promotions

● Fulfilment - packaging to be of high quality

● Celebrity endorsement PAID - create awareness

● TV, and press ads in fashion, beauty, and

lifestyle magazines

● Display ads - to build awareness & reach

customers at the point they are responsive

to increase conversion

● Search marketing using mobile app

extensions, image extensions

SOCIAL - consistent messaging

● Encourage online reviews by rewarding

advocates with promotional giveaways

● YouTube channel - broadcast live tutorials,

guest talks from vloggers, bloggers in the

beauty and fashion industry

● Instagram - pictures of hairstyles, lifestyle, and

other inspiring images which contain brand

content

● Facebook/Twitter - real time updates on in-

store promotions, and tutorials

Stimulus ZMOT FMOT SMOT UMOT

Galleries on

Instagram and

Pinterest

Virtual

colour

tester View before

and after

photos

Upload

before and

after photos

“How to”

videos

Upload pics

to “Salon

or Selfie?”

Read

reviews

Online

advertising

-PPC ad leading to

the website

-SEO results

-Sponsored social

media posts

Hair

care

tips by

email

Writes a

review

Blogs

Kleur’s Digital Marketing Strategy

Salon

or

Selfie?

FULLY INTERGRATED CAMPAIGN ACROSS ALL

CHANNELS TO DRIVE A CONSISTENT MESSAGE

Marketing Customer Journey

Learn

Buy

Get

help

Advocate

Research

the brand

Become

aware of

the brand

Offer a

Testimonial

Interact with

the Brand

Get a brand

recommendation

SEM – keywords “DIY

hair colouring”

Display ads on:

Facebook

CPM networks targeting

woman sites

Content

Marketing –

Blog, DIY

videos -

tutorials,

how to,

customer

testimonials

and reviews.

CPA campaigns –

blogs

Hard copy Display–

on the fashion

magazines typically

available on the

stylish studio. Free

trial brochure

Social Media

Content

Marketing –

Instagram and

Pinterest

Toll free

number– listen

10 top tips for

self hair colouring

Online contest

(voted by other

customers) – Best

photo contest. Best

tips to others. Best

testimonial.

Emailing campaign–

free trial brochure

Newsletter– Tips, news

and blog entries. Discounts

Personalized mail–

Aftersales query

about colouring

results, queries,

needs and inviting to

participate on some

contests

C2C community

Forum– with

moderation and

some community

managers to

provide support

and help

In store

promotions–

Store in store

section within hot

retailers

Social Media

support–

community

managers

giving

support to

help queries

The engaged

customer

Journey

Send

flyers on

trad mail

Calls to

ask for

quality

and

feedback

UMOT

(ADVOCACY)

• Mentions / Likes / Shares

/ Re-tweets

• Reviews and

Recommendations

FMOT (SALES)

• Sales (online and

offline)

• Profit

• Average Order Value

• Voucher Code

Redemption

ZMOT (EVALUATION)

• Time On Site

• Shares / Likes / Comments

• Lead Conversion Rate

STIMULUS

(AWARENESS)

• Unique Visitors

• Value per visit

• Fans/ Followers

• Youtube Views

• Mentions

SMOT

(LOYALTY)

• Complaints/ Queries/

Comments/ Suggestions

• Customer Retention

• Sentiment Analysis

KPIs

This marketing proposal delivers a highly targeted digital marketing strategy that will

put Kleur Tonacity at the forefront of the target consumers’ minds when it comes to

their hair care needs.

The strategy will drive awareness, trial and loyalty of the Kleur Tonacity products,

through a series of highly targeted online marketing messages throughout the consumer

journey. The campaign will be fully integrated with consistent creative and messages

across online and offline marketing channels. The success of the strategy will be

measured by a series of KPIs covering everything from awareness to loyalty.

Summary

Write up:

Executive Summary

The purpose of this document is to showcase the marketing proposal for the female beauty product-

Kleur Tonacity. The marketing proposal will ultimately drive brand awareness and product sales, whilst

also building brand loyalty and advocacy. The target consumers are working mothers who are time poor

but cash rich, and strive for salon quality. The product offering is a premium at home hair solution that

delivers salon quality but without the price tag. The proposal we’re recommending is a fully integrated

digital marketing plan across owned, paid for and social media channels. The proposal will drive

awareness, consideration, trial and loyalty amongst our target consumers. By delivering them the right

marketing messages at the right time during their consumer journey. The following slides will take you

through the proposal in further detail.

UK Hair Colour Market

The hair colour market has been growing rapidly with new brands being introduced into the market. Out

of Europe, the UK is the biggest hair colouring market worth £327 million in sales in 2014 (-5% value

growth since 2013). According to reports the sales of temporary hair colour products have tripled

between 2013 and 2014, growing from £1 million in 2013 to £3 million in 2014*. In the year 2014, 37%

use hair colour themselves at home. This suggests that there is a market for consumers who would

rather buy hair colour products to use at home than visit the salons.

Permanent and semi-permanent hair colour has the maximum sales in 2014 followed by highlights,

bleaching and toning that was worth £18.5 million in sales and then the temporary colour – chalk and

sprays.

Currently, brands that sell hair colour products are L’Oreal, Clairol and Revlon to name a few. However,

Kleur is a high-end brand for hair-colour, a product that has not been in the market before. Kleur

Tonacity is the first home hair colouring range to give a truly multi-tonal result, hence differentiating

itself from other hair colour products in the market.

Reference for statistics:

http://www.mintel.com/press-centre/beauty-and-personal-care/hair-today-gone-tomorrow-uk-sales-

of-temporary-hair-colour-triples (Accessed 21/05/15)

Meet Our Customer

Our target consumer is women aged over 25 years. This woman is career-oriented has a social active life

or a working mother who has both work and family responsibilities. Kleur Tonacity targets woman who

care about their appearances and would like to invest in products that would help maintain the quality

of their hair.

The lifestyle of these women is complex, giving them less or no time to visit the salon for getting their

hair coloured. However, these women prefer high quality products that can be trusted to use for their

hair and therefore prefer to spend the extra money on purchasing a trusted brand. Kleur Tonacity is one

such brand that targets the high end market, it is more expensive in comparison to other hair kits that

retail between 5 to 10 pounds but competitive with salon alternative.

The kind of customers the brand would like to target are most likely to be shopping from stores like

House of Frasier, John Lewis, Selfridges hence keeping that in mind, the product will be available at such

stores for its consumers.

Kleur’s consumers are highly active on social media therefore Kleur is beginning to focus in the digital

space to target its consumers.

Our consumer – Jennifer is a great example of the kind of woman that Kleur targets to. Her lifestyle,

interests and concerns for her hair – make Kleur Tonacity the ideal product for her to use, to get salon

quality at home.

Jennifer’s Hair Journey

Jennifer’s consumer journey shows that digital media plays an important role. The stimulus response

occurs when she realizes she needs an alternative option as she has no time to visit a salon. She does a

Google search for hair products where Kleur appears and she clicks on to the link to the website.

Through the day she gets sponsored ads and display ads for the same brand. A friend’s review on

Facebook (UMOT) posting before and after pictures reinforces her decision on further researching the

Kleur product.

Her research involves (ZMOT):

- Product research – website and blog

- Reviews from customers

- Ideas on Pinterest

- Videos on YouTube- How to use the product?

- Virtual hair colour tester on the site

- Checks out the product at John Lewis store

A wider part of her research is done online looking at content on different channels.

Her decision to purchase the product (FMOT) online through Kleur’s website is also based on the

benefits she will get:

- Free delivery

- Discounts on purchase

- Subscriptions

- Emails for hair tips

This would drive direct sales from the website.

Jennifer experiences salon quality at home (SMOT). The product is easy to use and gives step by step

guidelines and also online tutorials. She gives a good feedback on the website.

Jennifer shares her experience on social media (UMOT) posting a selfie of her new hair colour on

Facebook and Instagram and tells her friends about Kleur.

Consumer Proposition- Kleur Tonacity

Price: Kleur’s pricing is competitive to salons, offering a retail price of £24.99. The pricing is more

expansive than the usual home hair-colouring kits that retail at £5 to £10 as Kleur’s main aim is to

provide salon quality at home, differentiating itself from other hair-colour brands.

Place: The product will not be available at all supermarkets and convenient stores. Keeping in mind

Kleur’s brand and target audience the product will be available at stores like John Lewis, Selfridges,

House of Fraiser (in stores and also on their respective websites). The product can also be purchased

online on other sites like ocado.com, high-end beauty retailers and there will also be an option to buy

from Kleur’s website.

Product: A high end hair toning product, providing a multi-tonal result and a salon quality experience at

home. Good packaging and easy to use - step by step guidelines (online and in-pack manual) and a hair

kit – application tool, toners, and gloves.

Promotion: Reviews from influential people in the beauty industry by giving them free trials in return

and a Kleur gift hamper. The virtual hair colour tester – a tool on the website to allow people to try

different shades to see what suits them best before deciding to purchase. TV and online ads – sponsored

and display ads. Social media and content marketing – posting pictures and sharing experiences. Print

ads in magazines – Vogue, Good Housekeeping, Elle and in-store advertising.

Strategic Approach

We want consumers to recognise that Tonacity is hair product which has broken away from the norm,

it’s a product bound to spearhead the home beauty industry. Our approach is to use a multi channel

marketing strategy which will fit with today's complex marketing funnel.

Our strategy will engage, and reach customers at each stage of the journey. It will ensure that the

customer is receiving the right information at the right times on their journey to push them through the

funnel to make their purchase. We will achieve this by meeting them with content rich messaging and

information from ZMOT to SMOT, and rewarding customers at the UMOT stage for sharing earned

content with their peers. For us to reach our customers at each stage we will have a robust social media

strategy in places utilising Facebook, twitter, Pinterest, and Instagram. As well as having an interactive

YouTube channel to hold tutorials on how to use the product.

The above strategy will be integrated with above line activity - in stores, press and TV. Facebook and

Twitter updates will provide real time information to customers informing them of in store promotion,

and advice. While TV, and press ads will be driving customer to view Tonacity’s responsive sites, and

social media pages to find out more.

Kleur’s Digital Marketing Strategy

“Salon or Selfie?” is hero content that links our offline and online campaigns. It’s a competition that

entertains and inspires by asking users to guess which of 2 images is hair dyed in a salon, and which is

Tonacity. We’ll also run a similar “Before and After” campaign showing the results of using Tonacity. This

content will be supported by the online budget to ensure it appears in the newsfeeds of as many of our

target market as possible. Competition participants are also encouraged to share their entries, thereby

organically growing the reach of the content.

Instagram and Pinterest will be used to host images of different styles and colours by Tonacity. Pinterest

acts passively as a gallery of ideas to inspire people who are thinking of a new style. Instagram does the

same thing but actively pushes style ideas into people’s feeds.

Well known fashion and style bloggers will be contacted with an offer to try the product for free and

interview our lead stylist. They will also be invited to submit images of their trials for the “Before and

After” and “Salon or Selfie” competitions, and rewarded with credits and links if they choose to

participate.

“How to” videos will also be produced and uploaded to You Tube, as well as linked to from the Tonacity

site and our social media channels.

Finally, messaging in the product packaging will encourage users to write product reviews and upload

their own pictures to ‘Salon or Selfie’ and ‘Before and After’.

Marketing Customer Journey

Online – Learning about the brand through SEM – DIY Hair products. Display ads and sponsored ads on

Facebook. Content marketing that includes blogs, video tutorials, customer reviews. Product

information available on Kleur’s Website. The virtual hair tester on the website for customers to get a

feel of different shades of colours that would suit them. Customers are sent personalised emails

regarding after sale queries, feedback and reviews of their experience using Kleur Tonacity. Taking part

in online contests – best photo contest. Getting benefits like discounts on products and receiving loyalty

points from Kleur on purchase.

Offline – Print ads in women’s lifestyle magazines. A toll free number to get hair care tips. In-store

advertising and promotions at high-end stores. Calling customers to get feedback on the product.

KPI’s

A key characteristic of our new marketing strategy is to measure the successes of each new stream we

create. This is done by creating Key Performance Indicators which will give us pre-defined targets to

consider.

Kleur Tonacity will aim to create and achieve our metrical KPI’s at every touch point of the customer journey.

When creating consumer awareness, we will look at the number of visitors to our website. The value of each visit based upon costs required to bring in each visit and social media statistics showing the positive sentiments we are able to create through likes, shares, views and mentions.

When our product is being evaluated, we should be able to measure how long each customer is spending on our site, what they find important in their evaluation and lead conversion rate.

Of course, total sales will be measured, but we should also be considering average order values and the number of vouchers being redeemed.

In order to keep track on loyalty, we should be looking at how effective we are in making it as easy as possible for customers to keep in contact with us should they have any post purchase complaints, queries, comments or suggestions. This should also help us create some sort of understanding of our customer‘s sentiment analysis.

Finally, through analysing customers’ reviews, and recommendations along with seeing how they share any pos purchase sentiment about Kleur Tonacity, we are able to measure how well we are at creating advocacy

Summary

This marketing proposal delivers a highly targeted digital marketing strategy that will put Kleur Tonacity at the forefront of the target consumers’ minds when it comes to their hair care needs. The strategy will drive awareness, trial and loyalty of the Kleur Tonacity products, through a series of highly targeted online marketing messages throughout the consumer journey. The campaign will be fully integrated with consistent creative and messages across online and offline marketing channels. The success of the strategy will be measured by a series of KPIs covering everything from awareness to loyalty.