Giorgio fedon 1919 Marketing Commincation All data from public. Just for acedmic propose

1. GIORGIO
FEDON
1919
• How they do advertisements in 2012 and 2013
• How they try to save cost in advertisement and do fan
interaction
Prepared by Charlotte Lee
2013 Sep

2. Marcom 2013 Review
Advertisement
Strategy
Product Ads
Brand Ads
Strength
• varies of products to public
• test market response
• simply and single image
• establish Star products
Weakness
• inconsistent message conveys
• Not in “Top of Mind”
• high risk if getting noise on
brand - 1 and 0 game
Comment
This strategy always adopt by
Developed brand because they
try to blur their “mother brand”
image + more product range
This strategy adopt by New
brand because they focus on
the target group & consumer
insight at beginning

3. How
they do – Roadpath
Stage 1
- emphasis Brand Image &
Position
- many advertorial ads
Stage 2
- Personality add in brand
image e.g. humor, gadget,
funny as target group
Stage 3
- celerity adorer: clear &
local image tell publicity
what MEN & image

4. How
they do - Roadpath
Stage 4
- emphasis product with
consistent image
- advertorial ads again
Stage 5
- Facebook, Fan
- brand awareness
Stage 6
- Brand upgrade I as luxury & fashion
Stage 7 – WHAT THEIR NEXT?!
- Oct/Nov : Brand upgrade II
- Dec: X’mas sales boost

5. How
clever in their media strategy
Media they use
Step 1:
Normally, brand media
strategy will be adopt
in step 1, 2, 3 because
of the cost.
Step 2:
Objectives they
want to do 2013
Step 3:
GF
had
cleverly
adopted
step
3
editorial
(contextual
text ads) – to assist
media in step 2 & 1
(Facebook
+
magazine)

6. How
clever in their media strategy
Create the behavior change
• fan interaction
• lucky draw
To build brand emotionally and create
brand awareness and recall

7. How
MEN’S UNO
they use media: Print + Digital
MR
MR is good at “creative” them
photo shooting. Post GF in
“humor”
Early: UNO misplace GP
In too mature image
Now: GF main use
this magazine
because of their
artist – “watch
styling” sections –
Lower Cost
JMEN/ ESQUIRE
Both mags are good in photo
shooting & advertorial ads
GF use advertorial ads because of
high $ and use MR in photo shooting

8. How
MILK
• Young fashion-thirstier
• Use Milk to do “REACH” client
• Advertorial ads because of
cheaper ads
they use media
Jet
• same as MILK
• gossip book
• “low” image
• but, high circulation
• use for event in
Valentine days

9. How
WEBSITE
• New Product Launch
• New Line Launch
they use media: Print + Digital
FACEBOOK
• New Product Launch
• Event Launch
• Fans & Brand Interaction

10. What we learn from
• Clear & Unique Message conveys to customers
“ Inspired by Italian Passion” – sporty, modern, gadget
• Separate ATL, TTL, BTL functions to brands
• Effectiveness of Advertorial ads for cost-saving
e.g. multi-use for Facebook, YouTube, website
• Brand Ads is more impressive than Product Ads
at beginning

11. How we do?
Step 1: Brand Position (our unique selling points)
Step 2: Identify Target Group
Step 3: Evaluate Market Share
Step 4: How to communicate with target group
Step 5: Media Proposal + Action Plan
Objective of 2014 Marcom project

12. THANK YOU
Prepared by Charlotte Lee
2013 Sep