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TONACITY 
Colour in your control 
TONACITY 
Colour in your Control 
Group 10: Module 3 Project
TONACITY 
Colour in your control 
What we know… 
•Kleur Tonacity’s 
marketing strategy no 
longer reflects current 
digita...
TONACITY 
Colour in your control 
Current Marketplace 
Busy marketplace with established and engaging brands across most d...
Television Radio/Music Magazines Shopping 
TONACITY 
Colour in your control 
Customer Profiles 
Busy working women who are...
Kleur Tonacity 
Colour in Your Control 
• Women are driven to buy home hair-care based on speed of 
use 
• Also by the fac...
Stimulus ZMOT FMOT SMOT UMOT 
TONACITY 
Colour in your control 
Customer Journey 
Stimulus 
Integrated marketing campaign ...
TONACITY 
Colour in your control 
• SEO 
• E-newsletters & direct email 
• Kleur Stores 
• Banner Ads & Booth for Tonacity...
Sponsored Facebook / Display Ads 
TONACITY 
Colour in your control 
Brand Engagement Online 
Integration of traditional me...
Budget: £0.45milion 
TONACITY 
Colour in your control 
Engagement at Purchase 
Point of Sale and 
Mobile 
3rd Party 
Websi...
TONACITY 
Colour in your control 
A Great Brand Experience 
OWNED 
•Website application support: 
•QR code included in pro...
Driving Word of Mouth 
Inspire customer loyalty and advocacy Budget: £0.3 million 
Owned: Rich social content on the Kleur...
Key Performance Indicators 
Awareness, Sales, Loyalty, Advocacy 
Awareness: 12m impressions (banners/FB display Ads), Goog...
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Marketing proposal for the launch of a new female beauty product - Kleur Tonacity

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To develop a marketing proposal for the launch of a new female beauty product - Kleur Tonacity - which drives awareness, evaluation, sales; in addition to building loyalty and advocacy.

Publié dans : Marketing
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Marketing proposal for the launch of a new female beauty product - Kleur Tonacity

  1. 1. TONACITY Colour in your control TONACITY Colour in your Control Group 10: Module 3 Project
  2. 2. TONACITY Colour in your control What we know… •Kleur Tonacity’s marketing strategy no longer reflects current digital industry trends in the hair care market •The historical 70/30 budget split across offline and online media no longer represents a relevant investment model Industry trends… • 78% of CMO’s think custom content is the future of Marketing. Digital has possibly the best channels for custom content • £6.3 billion was spent on digital Marketing in 2013 – Why? Because it works! • 55% of Marketers have increased their digital budgets in 2013 • 14% of consumers have bought something they Encountered on social media • Inbound Marketing leads to 54% more leads than traditional outbound media What we can do… •Bring Kleur Tonacity to life by telling stories through offline and online Hero content •Brand endorsements by recognized personalities • Integrate social media and digital channels across all offline media • Initiate conversation and emphasize time-saving benefits of Kleur products How we’ll measure success… •Increase ROI via online activity •Increase in-store purchase through Mobile App •Social Media engagement and endorsement •Drive online purchase through display advertising •Aided brand awareness and top-of-mind awareness Executive Summary Our integrated marketing campaign strategy will see traditional media serve as a key driver for social and digital engagement from Kleur Tonacity users, while new content and increased activity will endorse brand and build loyalty from users
  3. 3. TONACITY Colour in your control Current Marketplace Busy marketplace with established and engaging brands across most digital channels
  4. 4. Television Radio/Music Magazines Shopping TONACITY Colour in your control Customer Profiles Busy working women who are already engaged in the digital world Alice Redmond Aged 30-40 Married, 3 children HR Manager, full-time Likes… Brands that tell stories – a personal touch To save money where possible Empowerment and inspiration To be in control of her life and choices To look and feel fit and healthy Dislikes… Impersonal tone and bombardment of messages Complicated purchase systems Limiting time at home Downton Abbey, True Blood, The X Factor, Loose Women, Rachel Khoo, Nigella Lawson, Strictly Come Dancing BBC Radio 1, 2 & 4, Magic, Smooth FM, Spotify, iTunes Vogue, Elle, Grazia, Marie Claire, Harper’s Bazaar, InStyle, Red John Lewis, Waitrose, House of Fraser Jane Clarke Aged 50+ Divorced, 2 children Advertising Executive, full-time Likes… To feel connected To look and feel younger Recognizable brands and personalities Additional information: instructions, examples, case studies Offers and discounts Dislikes… Feeling embarrassed about grey hairs Confusing technology Feeling old and out of touch Based on audience surveys and independent studies, we know that Kleur Tonacity target customers already spend a lot of time online and communicate, shop and learn via digital channels
  5. 5. Kleur Tonacity Colour in Your Control • Women are driven to buy home hair-care based on speed of use • Also by the fact that they can have fabulous hair at a time that suits them in their lives and it is more under their control TONACITY Colour in your control Insight • Become the brand that helps women make the most of their lives by taking control and empower them to do the things they love on their terms Strategy • All tactics will be based around the concept of empowering women especially with a Tonacity focus of having fabulous looking coloured hair • Practical tools to help women manage their day to day looks and life • Sponsored online tutorials and events, e.g. new ideas on hair and beauty, with other media empowering women Tactics
  6. 6. Stimulus ZMOT FMOT SMOT UMOT TONACITY Colour in your control Customer Journey Stimulus Integrated marketing campaign to drive brand awareness, target key influencers •SEO, Google Adwords, Blog on Kleur website •Offline media: television, radio, print advertising •E-Newsletters and direct mail to Kleur customers and targeted data Touch Point MAP 40% Word of Mouth Search Retail Review Sites Social Media Website Zero Moment of Truth Provide relevant, timely and contextual information •Remarketing on brand websites •Display advertising on review/comparison sites • Social Media – Infographics, Hero content •Offline reviews • Celebrity endorsements through YouTube partners First Moment of Truth Influence decision-making •3rd Party Websites – Ocado, The White Company etc. •POS in major retailers and branded packaging • In-store Advisers and free consultations •Mobile App •Push messaging Second Moment of Truth Maximize user experience, drive engagement, promote ease of use •FAQS and Online Tutorials •Promote Bespoke Application tool through Hygiene content •How-to videos based on Twitter queries Ultimate Moment of Truth Drive loyalty and advocacy, offer more than just hair products – way of life • Push Pinterest and Instagram on all channels • Encourage sharing on Facebook and Twitter • Loyalty Program – competitions, gift packs • Support network – life coaching, mentors Touch point (Area of Interaction) Moment of Truth (Critical Interaction) 20% 15% 10% 15% % Percentage of budget per stage of customer journey
  7. 7. TONACITY Colour in your control • SEO • E-newsletters & direct email • Kleur Stores • Banner Ads & Booth for Tonacity • Barcode that links website • Google AdWords: • Television advertising • Print Ads in targeted publications • Grazia, Woman & Home, Vogue, Elle • Outdoor Advertising • Display Advertising • Social Media Advertising • Create Hero content for Twitter, Facebook, Instagram and YouTube • Include handles and promote hashtags through media campaign e.g. #colourcontrol, #tonacity TV Ads on Loose Women & The X Factor – 4 Part Story-telling Ads emphasizing speed of application Ad 1 Ad 2 Ad 3 Ad 4 X Factor contestant arrives home and opens Tonacity delivery Applies Tonacity following quick and easy steps Checks clock 5 minutes after, washes off and blow-dries hair Dressed and ready to join crew for tonight’s audition Inspiring Customers Integration of traditional media with online and digital platforms Budget: £1.2milion
  8. 8. Sponsored Facebook / Display Ads TONACITY Colour in your control Brand Engagement Online Integration of traditional media with online and digital platforms Owned Bought Earned Budget: £0.6milion Tutorials Competitions Celebrity endorsements “Here’s the Science bit” Online Salons Mobile Apps Shared content www.tonacity.co.uk/ watch 12 August 2014 – uploaded by Tonacity How to create fabulous hair colour at home Tonacity UK Tonacity UK
  9. 9. Budget: £0.45milion TONACITY Colour in your control Engagement at Purchase Point of Sale and Mobile 3rd Party Websites How-to video content
  10. 10. TONACITY Colour in your control A Great Brand Experience OWNED •Website application support: •QR code included in product packaging to direct people to website containing: •Online tutorials • Animations of how the applicator works • Inspiration galleries • Tips from ambassadors e.g. Sophie Dahl •Mobile App updates - refresh user experience and keep them engaged • Life management tools: •Reminder tool to set alerts for dates to re-apply •Register for style updates • Direct customers to follow Tonacity inspiration on Instagram, Facebook , and Pinterest boards • Push challenges and competitions out via SM • Have chat board on website to allow user to interact and share experiences/ask questions BOUGHT • Premium search ads on YouTube search for •How to colour hair •Home coloring • Include video extension to drive traffic tutorial videos for iPad/mobile devices • Paid for Facebook/Instagram mentions from celebrity ambassadors • Buy Evernote widget to Integrate diary reminders to calander reminder service to insert notes in Evernote, and add to re-do colour on regular basis • Facebook and Google ads highlighting popular Tweets - ‘@KleurTonacity - my life has been transformed by your product - quick, easy, and stress-free! #colourinyourcontrol’ > call to action ‘Join the discussion now’ EARNED • Dedicated forums for customer own tips on how to look great on a busy schedule e.g. •Managing beauty with young children •Beauty while travelling •Forum linked to Instagram and Pintrest •Re-post user content on YouTube channel - • Poster user tags and comments on Facebook page • Answer questions and offer quick fixes to problems in fun and easily digested videos • Develop customer case studies to share • Drive media coverage with: • Free samples • Blog-ups on hair tips • Tutorial salons at annual ‘fashion nights out’ www.tonacity.co.uk/watch 12 August 2014 – uploaded by Tonacity How to create fabulous hair colour at home Budget: £0.45milion
  11. 11. Driving Word of Mouth Inspire customer loyalty and advocacy Budget: £0.3 million Owned: Rich social content on the Kleur Tonacity website •Website - increase blog activity with forums and chat rooms to generate more discussion, highlight key tweets and develop stories about our users •Mobile App updates - refresh user experience and keep them engaged • Enable users to follow their celebrity stars with series type content for users to watch and interact with and share with their friends Bought: used paid media to extend reach and drive additional interest • Roll-out of television ads highlighting success of product with users - stress importance of time-saving benefits - promote hashtags to push conversation and engagement • Promote User generated YouTube Ads • Retweets success stories and how user are taking control daily via Twitter • Bought Print ads in beauty and fashion magazines using ‘Women in control ‘ ambassadors to increase interaction and conversation Earned: build community hubs and encourage shared experiences on social networks •Pinterest - huge push for users to share photos of experience, success stories, key life moments, e.g. weddings, birthdays etc. •Create bespoke cover photos for Facebook users to upload to their profiles - promote loyalty to brand • Sign-up powerful, influential women to be role models and mentors for users in their business/personal lives, e.g. Hilary Clinton, Angelina Jolie, Helen Mirren • Create a Social Media Wall to amplify the conversations between our advocates and their followers TONACITY Colour in your control
  12. 12. Key Performance Indicators Awareness, Sales, Loyalty, Advocacy Awareness: 12m impressions (banners/FB display Ads), Google ad placed in top 3, 7m social mentions, 800k YouTube views, 40% aided awareness of brand, 40% prompted awareness of ‘Colour in your Control’ strapline, 50% key TONACITY Colour in your control message penetration to media articles Consideration: 1.5m visitors to website, 12% click thru ‘rate from online & FB, video shares & FB likes 200k, 200 Pinterest mentions, 7000 colour tool app downloads Brand Preference:15% ‘Top of Mind’, 50% positive sentiment, 30% market share, website loyalty Purchase: £200k equivalent Sales, 8000 coupon redemption, 30% point of sale click-through from website Retention:20% repeat visits, 5k registered to website tools 15k likes on FB 5k Instagram followers 30k Twitter followers

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