Bench, Integrated Marketing and Communications Strategy

BENCHBODY

Monday, October 29, 12

BENCHBODY



chapterone


Overview of industry

AggregatesContact points

B.R.S.

OVERVIEW


identitybench



methodologyMonday, October 29, 12

employeesend consumers

mom

MARKETSMULTIPLE



processdecision-making



motivation



motivation

Try



motivation

Try

Like



motivation

Try

Like

PURCHASE


aggregatesMonday, October 29, 12

aggregates

sluttay!

functionalhigh school

Current 1

emerging The other currentchosen


CURRENTsluttay!

current 1


GRAPHICSdemo

sluttay! current 1


BC1

GRAPHICSdemo

sluttay! current 1

college


BC1

GRAPHICSdemo

sluttay! current 1

18 – 21 Y/ocollege


GRAPHICSPSYC

HO

sluttay! current 1


Sexiness & style

Magazines, models,friends

GRAPHICSPSYC

HO

sluttay! current 1


GRAPHICSPSYC

HO

sluttay! current 1


Confidence boost

“PEOPLE JUDGE ME BY THE TYPE OF

UNDERWEAR I CHOOSE.”

“Eye-popping!”

GRAPHICSPSYC

HO

sluttay! current 1


GRAPHICSPSYC

HO

sluttay! current 1


Confidence boost

“PEOPLE JUDGE ME BY THE TYPE OF

UNDERWEAR I CHOOSE.”

GRAPHICSPSYC

HO

sluttay! current 1


behavioralsluttay!

current 1


behavioral

Sexy & stylish

P 350 – 500 per piece

sluttay! current 1


CURRENTMonday, October 29, 12

CURRENT

top of mind “Bench s ads are awesome!”

sexiness and style

Likes the current ads for its sex appeal

“I don’t really care if Bench would change its image.”

“What matters is I still get my lingerie.”


CURRENT 2The other current


Current 2


Current 2


Years old

Current 2


Years oldHS/college student

Current 2



Current 2



Current 2


practicality


Current 2


practicality

Comfort


Current 2


practicality

Comfort

function


Current 2


practicality

Comfort style

function


Current 2


practicality

Comfort style

function


Current 2

MOM


practicality

Comfort style

function


Current 2

MOM

“Bra and undie shopping is a ritual thatall girlfriends go through together.”


practicality

Comfort style

function


Current 2

MOM


“I like feeling like I’m in my own skin.” – feels like themselves


they can be more presentable and carry themselves better

practicality

Comfort style

function


Current 2

MOM





practicality

Comfort style

function


Current 2

MOM



idea of underwear as being “secret fun”


“They can’t see it anyway.”


practicality

Comfort style

function


Current 2

MOM



idea of underwear as being “secret fun”


Buying behavior


“I pick my underwear depending onmy mood for the day.”

Buying behavior



“I pick my underwear depending on what I wear. -------------

I don’t like it to be seen.”-------

Buying behavior


Practical. Comfortable.

Functional.stylish .


Buys



Buying behavior





Buys



Buying behavior

piece by piece, sets,

or in bulk





Buys


I don’t like it to be seen.”------- P400 - P700a piece.

Buying behavior

piece by piece, sets,

or in bulk


Degrading.

“They’re trying too hard to make a sale, to the point that they use the bodies of their

endorsers.” DESPERATE.

Trashy &

“Tacky and scandalous ads” “I’d purchase more if they fixed their image.”

1-2x a year or when she sees something she likes – not often

lack of loyalty

Prices < Budget

Bench

!"#$

Can buy more

hate


Competitivefunctional


graphicsDEMO

functional


graphicsDEMO

12 – 15 y/o

functional


graphicsDEMO

12 – 15 y/oHigh School

functional


graphicsDEMO

BC1

12 – 15 y/oHigh School

functional


graphicspsyc

ho

functional


graphicspsyc

ho

Style and fit

Moms, sisters, friends

Comfort

functional


BEHAVIORALfunctional


BEHAVIORAL

Buys own underwear

Function/SupportP 200 - 1000

functional


competitiveMonday, October 29, 12

competitive

Top of Mind Purchased but

Affordableno repeat purchase

“Underwear ripsquickly”


competitiveMonday, October 29, 12

competitive

Does not have the right fit and size

Last resort

“Too sensual, Does not like the ads

too FHM.”


EMERGINGhigh school


graphicsDEMO

high school


graphicsDEMO

High School 12 – 15 y/o

BC1

high school


graphicspsyc

ho

high school


graphicspsyc

ho

Style and fit

high school


graphicspsyc

ho

Style and fit

Moms & sisters

high school


graphicspsyc

ho

Style and fit

Moms & sistersdifferent types of underwear

high school


graphicspsyc

ho

Style and fit

Moms & sistersdifferent types of underwear

feeling of “FUN”high school


BEHAVIORALhigh school


BEHAVIORAL

Mom

high school


BEHAVIORAL

Mom shopping buddy

high school


BEHAVIORAL

Mom shopping buddywho pays for me

high school


BEHAVIORAL

Mom shopping buddywho pays for me

Less than P 1,000

high school


EMERGINGMonday, October 29, 12

EMERGING

Top of Mind Never purchasedAffordable & Style

No items foryounger people



Likes the Bench ads

“That’s hot!”


aggregatechosenthe


aggregatechosenthe

%#rr&'$ 2Monday, October 29, 12


WHY IS this the most pr()$*b"&

aggregate?



aggregate?

loyalty



aggregate?

Market shareloyalty



aggregate?

Market shareloyalty

GOAL



aggregate?

Market shareloyalty

GOAL

Increase frequencyand size



aggregate?

Market shareloyalty

GOAL


how?



aggregate?

Market shareloyalty

GOAL


how?

By making them awareOf the new positioning


contactsBrand


1 My friends were right!

!$+",-&


1 My friends were right!

!$+",-&


1Monday, October 29, 12

1EXPERIENCE

My friends were right!

!$+",-&


1MESSAGE SENT

It’s a good brand!

b#+ .$!


1MESSAGE SENT

It’s a good brand!

b#+ .$!


2Monday, October 29, 12

2q#*".$+Variety of

BUTTacky

EXPECTATION


2Message sent:“bench body has quality underwear but with a tarnished image.”

EXPERIENCE

EMBARRASSED{!&'!#*" */!}

They have good productsBUT

:”(


2BECAUSE OF

MESSAGE SENT

bench bodyq#*".$+ #'/&rw&*rtarnished image


3Too sensual and

degrading for girls.

notUA&P

friendly

EXPECTATION


3 Turned offnotUA&P

friendly

EXPERIENCE


3Bench body is for

slutty girls

notUA&P

fr.&'/"+ MESSAGE SENT


4Poor taste/low quality?

EXPECTATION

notUA&P

fr.&'/"+


4Turn off EXPERIENCE

notUA&P

fr.&'/"+


4“Bench body Ads look cheap, so maybe their products are cheap.”

MESSAGE SENT

notUA&P

fr.&'/"+


5“They Have good quality so I think its practical.”

EXPECTATION


5 “they fit well.”

EXPERIENCE


5“buy more? haha”

MESSAGE SENT


PRIO RITYGR ID


Disgusters

Billboards

Print ads

Stores


DelightersFriends &Stores


Annoyances


fr.""!

MOMMonday, October 29, 12

Disgusters DelightersAnnoyances Frills

BillboardsPrint adsStores

Mom

FriendsStores


M a pM i n d


functionAffordable

and

ESSENTIALS

BASICS


functionPractical

but

QUALITY

CHEAP


IMAGETrashy

and

DEGRADING

TACKY


IMAGEStylish

for

MOOD

CUTEdesigns

every


B.R.S.Monday, October 29, 12

B.R.S.BENCH is


B.R.S.BENCH is

my slutty friend I don’t want to be seen with.


chaptertwo


objectives

strategybig idea

timeline

OVERVIEW

contact pts. and executions



OBJECTIVES


OBJECTIVES

frequency


OBJECTIVES

loyaltyfrequency


OBJECTIVES

loyaltyfrequency

size



strategystrategy


strategystrategy

C-*'0& (#r ./&'$.$+...

*'/ "&$ $-&1 2'(w!Monday, October 29, 12

bigMonday, October 29, 12

big

B& +(#.


big

B& +(#.WEAREVER.


big

B& +(#.WEAREVER. WHENEVER.


proposed

contact pointschannels

and execution


proposed

contact pointschannels

and execution


Viralmarketing




activation


displayinteractive


Printads








billboards


mondayMonday, October 29, 12

tuesdayMonday, October 29, 12

WEdnesdayMonday, October 29, 12

thursdayMonday, October 29, 12

FridayMonday, October 29, 12

Events



timeline


timeline may


timeline may

V.r*" 1*r2&$.'0



june july


june july

3%$.v*$.('



Aug Sep


Aug Sep

I'$&r*%$.v&D,p"*+



oct dec


oct dec

Pr.'$ 3/!



jan mar


jan mar

B.""b(*r/!


for culminating activity


apr

for culminating activity


apr

Pr.'$ 3/!for culminating activity


may


may

C#"1.'*$.'03%$.v.$+


endmay

C#"1.'*$.'03%$.v.$+



donealmost


conclusion


conclusionthank you


BENCHBODY


Business

Bench, Integrated Marketing and Communications Strategy