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Page 1: TONACITY MARKETING PRESENTATION - GROUP D

TonacityMarketing Strategy

Squared Online Group D

Page 2: TONACITY MARKETING PRESENTATION - 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 à 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

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Product

The first home hair colouring range to give a truly multi-tonal result, so there’s 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

Page 4: TONACITY MARKETING PRESENTATION - GROUP D

Statistics:•5.5 Million Adults females are online in UK•75% of them use hair Colors. Thus our target: 4.125 m women•Market 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

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•No owned digital record•Disruptive/new product•Low brand awareness•No reviews from customers•Well established brands are available at lower price

•Not hair damaging (oil based)•Niche product•Established brand with online sales•Convenient to time-poor, high-income working women

STRENGTHS

OPPORTUNITIES

WEAKNESSES

THREATHS

•Cheaper than salons•Salon results•Less time consuming•Excusive hair color•Exclusive 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

Page 6: TONACITY MARKETING PRESENTATION - GROUP D

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 doesn’t 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

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TONACITY MARKETING STRATEGY - CUSTOMER JOURNEY FRAMEWORK

Customer goal

Businessgoal

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TONACITY MARKETING STRATEGY - CUSTOMER TOUCHPOINTS

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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)

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TONACITY MARKETING STRATEGY - FINANCIALS

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TONACITY MARKETING STRATEGY - LAUNCH, MEASURE AND ADAPT

LAUNCH MEASURE AND ADAPT

Page 12: TONACITY MARKETING PRESENTATION - GROUP D

THANK YOU

TONACITY MARKETING STRATEGY

Page 13: TONACITY MARKETING PRESENTATION - GROUP D

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

Page 14: TONACITY MARKETING PRESENTATION - GROUP D

SLIDE 3 - TONACITY MARKETING STRATEGY – MARKETING OBJECTIVES AND PROPOSAL

Product The first home hair colouring range to give a truly multi-tonal result, so there’s 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 à 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

Page 15: TONACITY MARKETING PRESENTATION - GROUP D

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 direct competitors ● core competitors are hair salons, such as Charles Worthington, Electric Hair,

Nicky Clarke and Toni & Guy ● the image will be skewed by existing home hair products such as Garnier

Belle Colour ● 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

Page 16: TONACITY MARKETING PRESENTATION - GROUP D

SLIDE 5 - TONACITY MARKETING STRATEGY - PRODUCT STRATEGY - SWOT ANALYSIS

After performing a SWOT analysis and highlighting the threats and weaknesses of the product, we believe that there is a need to educate the target audience in understanding the ease Tonacity allows them to achieve the desired natural colour at salon quality in the comfort of their home.

● Less damaging to hair than other products because oil based ● Comes in a package that allows application of different shades of the same

colour to maintain natural look (multi-tonal effect: darker at the roots, slightly lighter in the mid length hair and lighter at the hair end)

● Comfortably used at home, any time you need it ● Offered both online and in high end B&M ● Extensive help & support both online & on floor by experts/advisors ● modelled around brands with premium prices for a quality product (i.e.

Aveda in the haircare market, Clinique in skin care, and Chanel in perfume)

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SLIDE 6 - TONACITY MARKETING STRATEGY - PRODUCT STRATEGY - PERSONAS

The personas outlined in the presentation are just a sample of the target audience. The product is ideally suitable for any woman that dyes her hair and has little time to go to the salon and enough budget to purchase a high quality product to dye her hair at home. The age is defined by 22+ to be able to embrace both the willingness to change look for younger women as well as the need of grey hair dying for more mature women. With Amy we aimed to highlight that section of the market related to home sitting women that for either personal or circumstantial reasons, rarely leave home

Source:https://yougov.co.uk/profileslite#/LOreal/personality

ith Lily we aimed to describe young women that want to simply change their look

Source: https://yougov.co.uk/profileslite#/Vogue/personality

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With Jane we aimed to factor in high income, not much spare time women (whether with a busy / challenging job or with job and family and social schedule at once)

Source: https://yougov.co.uk/profileslite#/John_Lewis/

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SLIDE 7 - TONACITY MARKETING STRATEGY - CUSTOMER JOURNEY FRAMEWORK

The customer journey framework illustrated in this slide starts with creating Awareness in the target audience about the launch of tonacity® as a new product that is positioned between hair salons and usual known home colour products.

This is done offline with billboards on public transports and magazine campaigns. Then touches the product Evaluation moment (ZMOT) that could happen both in store &/or online, reaches the eCom or store purchase (FMOT), the first product experience (use – SMOT) and the related outcome satisfied (UMOT).

When first use of the product is satisfactory, then the journey is followed by the customer Advocacy which reflects usually on social media and word of mouth.

The illustrated customer journey here is based on Customer goal, also considering the Business goal that ultimately aims to achieve customer engagement

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SLIDE 8 - TONACITY MARKETING STRATEGY - CUSTOMER TOUCHPOINTS

This is a graphic representation of the Consumer needs & activities along with the Business needs & activities at each stage of the customer journey.

The slide summarizes the marketing strategy for tonacity®, highlighting all points of touch between the business and the consumer and giving in the bottom of the slide a rough estimation of the consumer emotional state at any point of the journey.

Display Campaign should complement the Search Strategy. Need to adopt both Offline and Online Display Modes.

Digital interactive billboards, TV, Ads on public transport should be ideal to drive Awareness in the offline basket.

Online Display should have a Full Funnel approach. Starting with Behavioral targeting, contextual targeting , Videos, Article Downloads ,and Retargeting using Banner Ads.

Incorporate Programmatic Ad buying and RTB to the Advertisement Mix to ensure that the target audience is Right and Relevant.

Search The Search Strategy should be an ideal mix of Organic and Paid Search. Relevant content in the Website / mobile site and Social channels will drive Organic traffic whereas a well thought out Keywords Strategy (i.e.: Home hair Care, salon home hair , Quality home hair colour, Safe hair colour and Adgroups) will ensure that PPC is delivering both in terms of Brand Awareness and Top of Mind Awareness.

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SLIDE 9 - TONACITY MARKETING STRATEGY - TONE OF VOICE AND CAMPAIGNS

Voice is the brand personality described with a couple of adjectives

For tonacity®, we suggest the brand positioning between professional & lively

This approach would allow the product to maintain an open position that could easily suit and fill the age gap of different personas (woman in career, young woman frequently changing hair colour and home sitting woman)

Tone is a subset of your brand’s voice. Tone adds specific flavour to your voice based on factors like audience, situation, and channel.

For offline campaigns & promotional videos we suggest professional & funny to gain attention (fun ads always catch the eye more than anything else)

For informative videos & website we suggest strictly fresh & professional to overcome the skepticism of new home hair dying product

For banners (PPC / programmatic) we suggest purely engaging & fun tone of voice

Page 22: TONACITY MARKETING PRESENTATION - GROUP D

SLIDE 10 - TONACITY MARKETING STRATEGY - FINANCIALS

Financials are here explained just in terms of % to the total budget, assigned per marketing strategy activity, as an indication of budget allocation.

We suggest a split of 35% off-line paid in traditional channels, and 65% digital spend.

Further details of the budget per activity will be defined once the strategy is approved.

In this respect, the budget allocation is to be considered a high level overview that can be remodeled after the marketing strategy approval.

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SLIDE 11 - TONACITY MARKETING STRATEGY - LAUNCH, MEASURE AND ADAPT

● What’s the fastest way to make a Measurable business impact ● How do I define success?

In the presentation NowMarketing highlighted the typical metrics on which an eCommerce business measures success on. However these metrics usually come from the business and are agreed with the Marketing agency.

In order to set-up appropriate metrics, we put together some questions that the Client should answer in regard to each chosen metric. Please answer these questions to determine whether the metric will stand the test of time, and generate strong optimization results:

Is it quantifiable?

Your metrics should be measurable and understandable at-a-glance

Is it visible and clearly communicated?

Your metrics should serve as a reference point in conversations

Is it understandable?

This should require very little explanation

Is it comparative?

You should be able to compare the metric to benchmarks (competitors’ performance or points in time)

Is it a rate or ratio?

Showing a rate of change is more illustrative than an absolute number

Does it change your behaviour?

If the metric you choose doesn’t enact change, you need a different one

Is it attributed to revenue?

This measurement is what communicates above all else. If you have difficulty attributing your efforts to value for the business, you may struggle proving ROI


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