22
Brand Selection Proposal Candace Thomas Avery Urusow Alana Gay

Brand Proposal- Candace T, Avery U, Alana G

Embed Size (px)

DESCRIPTION

 

Citation preview

Page 1: Brand Proposal- Candace T, Avery U, Alana G

Brand Selection Proposal

Candace ThomasAvery Urusow

Alana Gay

Page 2: Brand Proposal- Candace T, Avery U, Alana G

Dunkin Donuts

Page 3: Brand Proposal- Candace T, Avery U, Alana G

Brand Identity

• Background: Sells more than 1 billion cups of coffee

per yearFounded in 1950 in Massachusetts.Famous for variety of baked goods and

coffees.8,800 locations in 31 countries.

• Positioning:In and out vs. café atmosphereKnown for breakfast options as well as

coffee

Page 4: Brand Proposal- Candace T, Avery U, Alana G

Opportunities

• Stronger brand personality in reference to coffee.

• Customer loyalty.• Emphasize coffee delivery

service.• Contest/branded events.• Website improvements:– more user friendly and better

organized. • Promote Dunkin Run feature

Page 5: Brand Proposal- Candace T, Avery U, Alana G

Brand Challenges

• Competitors Websites:– Starbucks : boring, media

driven, well organized.– Caribou: Interactive, fun,

user friendly• Changing the perception of

an already well-known brand.

• Provide a more interactive experience for customers.

Page 6: Brand Proposal- Candace T, Avery U, Alana G

Presence

• Widely popular offline.– America Runs on Dunkin

Campaign– Celebrity Endorsements

• Needs to gain popularity online– Website not integrated with

social networks– Facebook & Twitter members

Page 7: Brand Proposal- Candace T, Avery U, Alana G

Solution: “MyDunkin”• Register for free membership online

& in-store• Customize avatars and “MyDunkin”

cards• Tracks purchase patterns and offers

individualized discounts• Exclusive membership events• Members only mobile app• Recommend products based on user

profile • Integrate Facebook and Twitter

accounts • Fun surveys and games

Page 8: Brand Proposal- Candace T, Avery U, Alana G

Wrap-Up

Problem SolutionBrand/Customer loyalty “MyDunkin” Membership

Emphasis on coffee delivery service

Twitter promos, phone applications, recipe contest

More contest/branded events

Use social networks to promote events that will then drive traffic to website

Website Improvements Better integration and organization

Page 9: Brand Proposal- Candace T, Avery U, Alana G

Philadelphia Eddie’s Tattoo

Page 10: Brand Proposal- Candace T, Avery U, Alana G

Brand Identity

• Background– First shop on 4th Street,

opened in ’70s– 4 locations– Now owned by Troy Timple

who created a clothing and accessory line called “Tattooed Kingpin”

• Positioning– Rock/Goth Culture– Nostalgic– Authentic

Page 11: Brand Proposal- Candace T, Avery U, Alana G

Opportunities

• Needs Updated website– High Quality images, bios,

better navigation, social networking integration, client community

• Stronger brand presence• Website needs to reach level

of local competition• Promotion of events through

website and social networks• Frequent client benefits• Promotion of Merchandise

Page 12: Brand Proposal- Candace T, Avery U, Alana G

Challenges• Competition

– No Ka Oi Tattoo (http://www.nokaoitikitattoo.com/home.php)• Right across the street, interesting brand

positioning, interactive website, no integration of social networks

– Body Graphics Inc. (http://www.bodygraphics.com/home.php)• Interesting graphics, strong positioning,

around the corner, no integration of social networks

• Competing for employees• Bringing in new customers• Creating a strong online brand

presence

Page 13: Brand Proposal- Candace T, Avery U, Alana G

Presence• Offline

– Word of mouth– Small group of loyal

customers– Very well known tattoo option

on South Street• Online

– Myspace, hardly updated– Very little search engine

presence– No facebook or twitter– No promotional efforts to

drive traffic to website

Page 14: Brand Proposal- Candace T, Avery U, Alana G

Solution: Client Community• Register by Facebook, Twitter, Email, or In-

store• Community where clients can share tattoo

stories, ideas, images, rate tattoos, find out about events and communicate with the shop

• Ask the Artist• Questionnaire that will recommend an artist• Online appointment manager• Tattoo care instructions, personalized

messages• Fully integrated to social networks• Members-only contests/discounts (online

only)– Tattooed Kingpin apparel discounts for referrals

and contest winners

Page 15: Brand Proposal- Candace T, Avery U, Alana G

Wrap-UpProblem Solution

Competition Create a strong following on social networks, making store site a community in itself

Competing for employees Gain interest of guest artists, events and conventions

Bringing in new customers Online community creates brand loyalty, word of mouth, and promotes artist work

Creating a strong online brand presence

Integration of social networks and online store community

Page 16: Brand Proposal- Candace T, Avery U, Alana G

Mac Cosmetics

Page 17: Brand Proposal- Candace T, Avery U, Alana G

Brand Identity• Background: Well known brand in cosmetic

industryEndorsed by many celebritiesWas first introduced for professionals

only• Positioning:High quality make-upProfessionalCostly (in-store/online)

Page 18: Brand Proposal- Candace T, Avery U, Alana G

Opportunities• Improve website

• Increase sales and traffic• Better organized• Send incentives

• Networking Site Community• Make-up artists can network

with photographers, models, other artists, etc.

Page 19: Brand Proposal- Candace T, Avery U, Alana G

Brand Challenges• Competitors Websites:

– Sephora : larger product selection, provides useful information

– Smashbox: boring, good incentives and information

• Improving the perception of an already well-known brand.

• Provide a more interactive experience for customers.

• Gain a better online presence

Page 20: Brand Proposal- Candace T, Avery U, Alana G

Presence

• Widely popular offline.– Celebrity Endorsements – Stores have strong presence

• Needs to gain popularity online– Website not integrated with

social networks– Should try providing a

community through website to connect with customers

Page 21: Brand Proposal- Candace T, Avery U, Alana G

Solution: “Face the Magic”• Register for free membership online

• Professional membership or consumer membership

• Create and customize avatars and build your own makeover

• Test colors on skin tones/complexions • Interact with other avatars• Recommend products based on user

profile • Integrate Facebook and Twitter accounts • Contests and special offers

Page 22: Brand Proposal- Candace T, Avery U, Alana G

Wrap-UpProblem Solution

Online presence “Face the Magic”

Improve interactive aspects of website

Social network integrations and online community

More contest/branded events

Utilize contests to bring users to website

Website Improvements Better integration and organization