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TONACITY MARKETING PRESENTATION - GROUP D

Feb 10, 2017

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  • TonacityMarketing Strategy

    Squared Online Group D

  • TONACITY MARKETING STRATEGY - EXECUTIVE SUMMARY

    Executive Summary

    1. Who we areNowMarketing agency engaged to develop tonacity marketing off & online strategy for 2016

    2. Marketing ObjectivesRedefine customer journey, personas & implement digital strategy 3. Current Market Scenario5.5 Million Adults females are online in UK, 75% of them use hair Colors. Our target: 4.125 m women 4. Product StrategyNew concept in hair colouringTargets time poor, medium-high income women 5. Marketing StrategyOffline Billboard + TV & Magazines ads to create awareness followed up by PPC and SEO campaigns & Social 6. Launch / Measure & AdaptLaunch website & then launch off line campaigns followed by online + TV ads. Measure ROI 3 & 6 months in the campaigns. Adapt where necessary

    Proposal Target audience women 22+ in UK, with high

    income (>50K a year) & tight schedule Creating awareness with Billboards on:

    UK big cities tubes + busses (4 months) Magazine Campaigns Elle, Vogue &

    Tatler (4 months) Enhancing Digital Capabilities with:

    Creation of mobile optimised website Creation of Social dedicated pages such

    as: Facebook, Pinterest, Twitter Targeted online ads and Google adword

    targeting TV ads (30 seconds broadcast between 6 &

    11pm) short period of 4 weeks

    Aimed gain: 10% Market Share of high end Hair color in the first 6 months, reaching

    330,000 new product users in 6 months and build upon their Advocacy

  • Product

    The first home hair colouring range to give a truly multi-tonal result, so theres no need for a trip to the salon.

    Objectives

    A re-aligned marketing strategy increased focus on digital

    Kleur has committed to creating a tonacity mobile optimised website

    Kleur is looking for an overarching strategy, including:

    understanding of the target audience

    channels to use & their purpose to ensure successful launch and ongoing sales for tonacity

    Proposal Target audience women 22+ in UK, with high income (>50K a year) &

    tight schedule Billboards:

    TV & Magazines:

    Web & Social:

    TONACITY MARKETING STRATEGY - MARKETING OBJECTIVES AND PROPOSAL

  • Statistics:5.5 Million Adults females are online in UK75% of them use hair Colors. Thus our target: 4.125 m womenMarket Size of UK Hair color in 2014 was 327 million British Poundshttp://www.staticbrain.com/hair-coloring-dying -Statistics/http://www.statista.com/statistics/397853/uk-hair-colourant-market-value-united-kingdom-by-category/.

    TONACITY MARKETING STRATEGY - CURRENT MARKET SCENARIO

    Product market background:

    new concept in hair colouring targets time poor, income

    wealthy women it sits between quality hair salons

    and existing home colouring kits there are no direct competitors Core competitors are hair salons,

    such as Charles Worthington, Electric Hair, Nicky Clarke and Toni & Guy

    At 24.99, tonacity is more expensive than other home hair colouring kits (normally retail at 5 to 10)

    the price is competitive when compared to salon alternatives

    http://www.staticbrain.com/hair-coloring-dyinghttp://www.staticbrain.com/hair-coloring-dyinghttp://www.staticbrain.com/hair-coloring-dying

  • No owned digital recordDisruptive/new productLow brand awarenessNo reviews from customersWell established brands are available at lower price

    Not hair damaging (oil based)Niche productEstablished brand with online salesConvenient to time-poor, high-income working women

    STRENGTHS

    OPPORTUNITIES

    WEAKNESSES

    THREATHS

    Cheaper than salonsSalon resultsLess time consumingExcusive hair colorExclusive to luxury departmental store & online

    Competitive market

    Relationship with existing stylist

    Change in customer behavior and the ability to react

    TONACITY MARKETING STRATEGY - PRODUCT STRATEGY - SWOT ANALYSIS

  • Amy is a 35 years old personal trainer She rarely leaves home lately since she sprained her right foot while climbing the Machu Picchu in Peru with friends.The foot will take 4 weeks to heal completely.Amy needs to look at her best for Joy, her new boyfriend.tonacity for Amy is like having the salon home.

    Lily a 22 years old girl who just broke up with her boyfriend. She moves on by experimenting with her looks and style. She has no budget for a salon but she wants a high quality product as she is young and cannot have damaged hair!

    Jane is a 55 years old woman, a high caliber marketer she travels a lot for her job, meeting external clients. She doesnt want to experience salons in different countries and she has no time home between travels to visit her hair salon in those times. tonacity is convenient for Jane: she can order her high quality product online and have it delivered at home or anywhere in the world, and she can dye her hair at any time - how convenient is that!

    TONACITY MARKETING STRATEGY - PRODUCT STRATEGY - PERSONAS

  • TONACITY MARKETING STRATEGY - CUSTOMER JOURNEY FRAMEWORK

    Customer goal

    Businessgoal

  • TONACITY MARKETING STRATEGY - CUSTOMER TOUCHPOINTS

  • TONACITY MARKETING STRATEGY - TONE OF VOICE AND CAMPAIGNS

    Tone: for offline campaigns &

    promotional videos - professional & funny

    for informative videos & website we suggest fresh & professional

    banners & online campaigns - engaging & fun

    Voice: for tonacity, we

    suggest the brand positioning between professional & lively

    samples:https://www.youtube.com/watch?v=txlSUvAqSk4 (Guinness Fish on a bicycle ad 1996)https://www.youtube.com/watch?v=9QQKMcV2Jh0 (IKEA IKEA book book ad 2015)

    https://www.youtube.com/watch?v=txlSUvAqSk4https://www.youtube.com/watch?v=9QQKMcV2Jh0https://www.youtube.com/watch?v=9QQKMcV2Jh0

  • TONACITY MARKETING STRATEGY - FINANCIALS

  • TONACITY MARKETING STRATEGY - LAUNCH, MEASURE AND ADAPT

    LAUNCH MEASURE AND ADAPT

  • THANK YOU

    TONACITY MARKETING STRATEGY

  • SLIDE 2 - EXECUTIVE SUMMARY

    1. Who we are NowMarketing agency engaged to develop tonacity marketing off & online strategy for 2016

    2. Marketing Objectives Redefine customer journey, personas & implement digital strategy

    3. Current Market Scenario 5.5 Million Adults females are online in UK 75% of them use hair Colours. Our target: 4.125 m women

    4. Product Strategy New concept in hair colouring Targets time poor, medium-high income women

    5. Marketing Strategy Offline Billboard + TV & Magazines ads to create awareness followed up by PPC and SEO campaigns & Social

    6. Launch / Measure & Adapt Launch website & then launch off line campaigns followed by online + TV ads Measure ROI 3 & 6 months in the campaigns. Adapt where necessary

    Proposal Target audience women 22+ in UK, with high income & tight schedule Creating awareness with Billboards on:

    UK big cities tubes + busses Magazine Campaigns

    Enhancing Digital Capabilities with: Creation of mobile optimised website (responsive website) Creation of Social dedicated pages Google AdWords Online targeted ads

    TV ads (30 seconds broadcast between 6 & 11pm) short period of 4 weeks

    Gain 10% Market Share of high end Hair colour in the first 18 months

  • SLIDE 3 - TONACITY MARKETING STRATEGY MARKETING OBJECTIVES AND PROPOSAL Product The first home hair colouring range to give a truly multi-tonal result, so theres no need for a trip to the salon.

    Barriers to Entry Previous poor experience with home hair colouring kits: My hair turned

    green! Inexperience in using a home hair colouring product/fear of ruining their hair

    Objectives A re-aligned marketing strategy with increased focus on digital and

    suggestions for activity in this area is urging Kleur has committed to creating a tonacity website Kleur is looking for an overarching strategy, including: understanding of the target audience indication of which channels to use for which purpose to ensure a successful

    launch and ongoing sales for tonacity

    Proposal Target audience women 22+ in UK, with high income (>50K a year) & tight

    schedule Creating awareness with Billboards on: UK big cities tubes + busses (intense: 4 months) Magazine Campaigns Elle, Vogue & Tatler (intense: 4 months) Enhancing Digital Capabilities with: Creation of mobile optimized website Driving awareness via PPC (Programmatic) & SEO Google Adwords Online targeted ads Creation of Social dedicated pages such as:

    Facebook Pinterest Twitter Instagram

    TV ads (30 seconds broadcast between 6 & 11pm) short period of 4 weeks

    Gain 10% Market Share of high end Hair colour in the first 18 months, achieving a sale point of 330,000 new product users in 18 months and build upon their Advocacy

  • SLIDE 4 - TONACITY MARKETING STRATEGY - CURRENT MARKET SCENARIO

    Statistics: 5.5 Million Adults females are online in UK 75% of them use hair Colours. Thus our target: 4.125 m women Market Size of UK Hair colour in 2014 was 327 million British Pounds

    http://www.staticbrain.com/hair-coloring-dying -Statistics/ http://www.statista.com/statistics/397853/uk-hair-colourant-market-value-united-kingdom-by-category/

    Product market background: new concept in hair colouring targets time poor, income rich women it sits between quality hair salons and existing home colouring kits there are no