Research into high street store.

1. Moving at the speed of fashion
A presentation XXXXXX
XXst May XXXX

2. Today’s presentation:
Introduction to the team
The task
What gives Superdrug its edge
The creative work
Key timings & ballpark costings
Discussion and next steps


3. Superdrug
brand
values Up-to-the minute
beauty
Natural ability to
be on trend with
the latest in
beauty


4. Superdrug
brand
values Affordability
A champion for
great prices
To be replaced


5. You’re in all the right places, but a disconnection is the
reason for low brand equity
Events
Press
Press In-store
Dare magazine
Dare magazine
.com


6. You’re in all the right places, but a disconnection is the
reason for low brand equity
Events 73 posts and
Press 78 comments
Press In-store
circulation
of 750k
Dare magazine
Dare magazine
.com 4142 fans
740
channel 1528
views  followers

7. What we know about your audience
The female
desire to
Practical
Practical look and feel Glamour
Glamour
Shopper
Shopper Puss
Puss
The bare
The bare great The beauty
The beauty
essentials
essentials trends
trends
It’s got to be
It’s got to be
New is always better
New is always better …and be a bargain
…and be a bargain
fashionable
fashionable


8. Our brand proposition
Superdrug, for your latest
affordable fashion fix
Because:
Supply chain New products can be developed & in-store in just 2 months
New beauty products can be in-store ahead of competitors
Fashion credibility As “the most fashion-conscious beauty & health retailer”*,
it has the credibility to talk about the latest beauty trends


9. Our objectives
Activate Engage Convert
Use media
Use media Build trust
Build trust Direct
Direct
channels to
channels to and brand
and brand consumers
Objectives
generate reappraisal
consumers
generate reappraisal
awareness
awareness by allowing
by allowing
to
to
and
and consumers
consumers purchase
purchase
excitement
excitement to engage
to engage environmen
environmen
around
around with
with
Superdrug’s Superdrug
ts and
ts and
Superdrug’s Superdrug
new brand
new brand in multiple
in multiple drive
drive
positioning
positioning touch points
touch points loyalty
loyalty
A rich brand experience
&
authoritative voice


10. Who is the fashionista?
Credible in fashion and beauty
Glamorous yet accessible
A fun presenter
Who all women would feel at ease with


11. A results driven approach
Positive build in brand equity
Positive build in brand equity
Uplift in online reach
Uplift in online reach
Increase high street footfall
Increase high street footfall
Uplift in traffic to .com
Uplift in traffic to .com
Uplift in sales of heroed products
Uplift in sales of heroed products
Criteria for success
Criteria for success
A highly measurable results driven approach
A highly measurable results driven approach 

12. A spectrum of
fashionistas
Fashion
MODEL /
icon/model creds
CELEB
Daisy Lowe Celeb and family
connections


13. A spectrum of
fashionistas Mademoiselle Robot
Credible beauty
trend hunter
BEAUTY
EXPERT Girl next door
Mademoiselle appeal
Robot
Established online
following; 100,000
unique hits
a month


14. The creative idea
Your weekly trend fix
Superdrug presents the latest trends, and
how to get them at an affordable price,
using relevant Superdrug products


15. 

16. 

17. Ensuring only 2 step journey to purchase
Activation Engagement Conversion
Press In-store
Online eShop
TV
Social media


18. Print
Presents this week’s new
trend, showcasing the
relevant Superdrug
products to match


19. 

20. P.O.S
Signposts this week’s new
trend, to bring people in-store to
purchase the relevant
Superdrug products to match


21. 