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reflecting the aura in you..

Brillar Jewels

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Page 1: Brillar Jewels

reflecting the aura in you..

Page 2: Brillar Jewels

SWOT Analysis

Strength

•Women oriented product

•Easily Attracted to the TG

•Niche Audience

•Distinct USP

•Creative & Unique Design

•Quality and good product life

•Diversified Group

•Designs that are comfortable to wear

•Emotional Bonding with jewellery

Page 3: Brillar Jewels

Weakness

•Market Saturation

•Already existing powerful brands Aashique Creation,Croma Art,Alex Jewellery,LNG Impex ,Vivah Creation,Mirraw,Voylla VastradiJewels

•Sellers through Online Ecommerce Webistes

Flipkart, Snapdeal, Amazon, Ebay, Crafstvilla

•TG consisting of Niche Audience

•Imitation Jewellery rapport

•Price

•Longitivity

•Lack of Physical store

SWOT Analysis

Page 4: Brillar Jewels

Weakness

•Market Saturation

•Already existing powerful brands Aashique Creation,Croma Art,Alex Jewellery,LNG Impex ,Vivah Creation,Mirraw,Voylla VastradiJewels

•Sellers through Online Ecommerce Webistes

Flipkart, Snapdeal, Amazon, Ebay, Crafstvilla

•TG consisting of Niche Audience

•Imitation Jewellery rapport

•Price

•Longitivity

•Lack of Physical store

SWOT Analysis

Page 5: Brillar Jewels

Opportunity

•A high end imitation jewellery product

•Feel and Look as good as original

•Fashion statement

•Aggressive Purchase due to new and constant change of designs

•Trendy

SWOT Analysis

Page 6: Brillar Jewels

Threat

•Stiff Competition

•Luxury Brand segment are hard to establish in the market

•Brand loyalty by consumers

•Shopping habit of the TG

•Availability of the Product

•Limited Flexibility in Pricing

•Only 0.3% people buy jewellery online

SWOT Analysis

Page 7: Brillar Jewels

OVERVIEW OF THE PLAN

Media Execution

Media Objective

Media Mix

Page 8: Brillar Jewels

MEDIA OBJECTIVE

•Brand Awareness Market Awareness amongst the TG

Successful Brand positioning of Brillar Jewels as a high end niche imitation jewellery maker and distributor

Word of Mouth Publicity as World Class Imitation Jewellery maker

Journal write ups and expanding the reach of Brillar

Digital Marketing

SEO and search engine rank of Brillar

Email Marketing will act as a major tool

Magazine ads

CSR

PR

Page 9: Brillar Jewels

•Brand Positioning/Image Sell the Brand not the Product

In the luxury space, you should be selling your brand’s core values in order to attract customers because people won’t but a product just by clicking on a link.

You need to make them aspire to associate with your brand. Let me take you through the content activities of each brand.

Successful brand placement through establishing the brand name in the market rather than product wise

Sentiments around these(jewellery) brands are mostly positive in nature with very little negativity.

When you are positioned well in the luxury segment, there is very negativity about the brand.

MEDIA OBJECTIVE

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•Brand Management

Developing the Market rapport of Brillar Jewels

Customer engagement

Customer feedback

Campaign segregation and duration management

Market Insight

Reviews of the product

MEDIA OBJECTIVE

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MEDIA MIX : Digital Marketing Facebook ,Twitter, Instagram, Pinterest, Google+ (SMP) Duration : Lifelong starting from November SMP page creation and management SMP like, follower number should be in lakh Sponsored posts Posts with Brillar product line (Daily with tweaks ) Limited edition products needs to boosted more Maintaining the Brand Image of Brillar as a high end Jewellery product Arranging Media Events and CSR activity and posting the outcomes of the programme in SMP Garnering reviews from Fashion designers and jewellery makers and posting the same Short video of How people are connecting with the brand in a emotional way Rigorous promotion of the product on the decided USP Storyboard build up and maintenance and post accordingly

Page 12: Brillar Jewels

MEDIA MIX : Email Marketing

The most Cost effective form of Marketing till date

Exposure to huge number of people at once

Mailers sent to 1-2 Lac people at once

Sending mailers with product lines and direct link to the website from the HTML webpage

Running campaigns and informing customers about new line of products

Newsletter subscription is must to accumulate more number of Mail Ids

Website should contain subscription options right at the start up

If the parent company do not have a database, affiliate marketing needs to be done on purchased database

Running 1 campaign/week for the initial 60 days

Pushing the campaign to 2 campaign/week

Using third parties like MailChimp,Juvlon,Netcore to shoot bulk mails

Will generate maximum number of enquiries and also linking SMP links of Brillar Jewels in the mail body

Example of Mailer :

Page 13: Brillar Jewels

Posting ads in high end magazines available in India

Reaching out to Target Audience through the same

Ads should be simple not too clustered showcasing the brand as a high class product rather than low end Imitation Jewellery

Example :

Media Mix : Magazine & Newspaper

Page 14: Brillar Jewels

MAGAZINES

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Media Mix : Search Engine Ads

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Google Ads (will include Brillar product line with website link)

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Yahoo Search Ads & Yahoo Native Ads

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MSN – Bing Network Advertising

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Exhibitions of Product in any five star property with prominent personalities from the Fashion Industry

Only by invitation

Recording real time expressions and showcasing them in form of Print ads or Video ads

Publishing the event activities in all the SMPs

Being an high end product Brillar can offer gits on various online booking portal to customers buying or using Brillar Jewels

For Example :

Snippet Ideas

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Along with own e-commerce website selling a few range of products can be sold via the following e-commerce portals:

E-Commerce

Page 21: Brillar Jewels

ADVERTISING OBJECTIVES

Create awareness for new products

Inform Consumers

Of product features and benefits

Price changes

Important for building primary demand

Persuasion

Build brand preference or change buyer perceptions

Especially important for building demand in competitive markets.

Maintain top-of-mind awareness

Page 22: Brillar Jewels

OVERALL COMMUNICATION OBJECTIVE

To increase brand

equity by informing

target audience that

Brillar Jewels are the

new imitation

jewellery makers and

suppliers with high

end product

Pitch as one stop

fashion and imitation

jeweler shop

Page 23: Brillar Jewels

Strategy

Anticipation

Create anticipation and

expectation

Seed news amongst key

audiences

Impact

Make a forceful opening impact

Showcase the key strength

Affinity

Aggressively promote the

service

Explore a multitude of feature stories and

contextual trends to sustain editorial

exposure

Page 24: Brillar Jewels

Target Market

Quantitative Measures

Reach: the percentage of people in the target market who are exposed to the ad campaign during the defined time duration *70% of the target

market during the first three months of the campaign

Media Decisions Frequency: A measure of

how many times an average individual in the target market who have been reached .

Page 25: Brillar Jewels

EVENT AND PR

Increase target market’s

participation with Brillar

Jewels through events like

launch

Events will give Brillar

Jewels makers to interact

with there consumers and to

showcase what they do .

Will Increase communication

between consumer and client

Page 26: Brillar Jewels

BUZZ MARKETING

To create hype among target market

before campaign officially launches .

Word of mouth will help spread a

positive media attention towards

Brillar Jewels MANAGEMENT

Online reputation management and PR

will help generate positive media

attention towards Brillar Jewels MANAGEMENT

Page 27: Brillar Jewels

ADVERTISER FUNDED PROGRAMMING

Create a half hour episode on a business channel, highlighting the company, it’s

products & Services, the management, the affiliations etc.

The programme will be hosted by a prominent journalist (can be a celebrity too)

The channel will shoot the rushes according to the brief received from Brillar

Jewels

The programme will be promoted on the channel, as well as on other medias

depending on the budget & brief received

AFPs helps in building the corporate image of the company in a detailed layout

Option to buy from TV dial-a-method activity

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WHY AFP?

Provides a competitive edge meaning that you won’t share

the advertising space with your competitors

AFP can be aired whenever required by the advertiser in

their marketing cycle

In-depth understanding of the advertiser’s product by the

consumers thus enabling in brand communication

Page 29: Brillar Jewels

Advertisers Funded Programme

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Public Relation The PR exercise is

essential for long term image building for Brillar Jewels to the Indian Diaspora.

Helps to gain top of mind recall with the potential & prospective clientele.

Creates a bond with the Consumers

Page 31: Brillar Jewels

PR Tools

Show Launches

Events

Features

Social media

Promotions & Sponsorships

Set Visits

City Visits

Interview transcripts

Media contact

Page 32: Brillar Jewels

CAMPAIGN ESSENTIALS 1. Build the brand –

Highlights

i. Company profile.

ii. Executive management.

iii. Services.

iv. Products.

v. Technology

vi. Safety.

2. Differentiate

Highlights.

i. Competitors.

ii. Technology Advancements.

iii. Safety Advancements.

iv. Quality Assurance

3. Adapt Narratives

Highlights

i. Success Stories (India & Global)

ii. Reviews from Prominent faces

Page 33: Brillar Jewels

ROLE OF PR Architect and drive a comprehensive PR strategy

– Develop a creative PR programme to raise the profile of

Brillar Jewels

– Customise PR materials generated, across other

markets for use in India

– Place stories and articles in domestic media

– Support tactical (e.g. seasonal / topical / news agenda)

activity in the region

– Place tours in relevant media

– Build and maintain a media relationships and profile in

key trade and sector media including local language

media

Advise on competitor activity and suggest areas of cut

through – where relevant

Page 34: Brillar Jewels

SCOPE OF WORK Development of the PR Calendar quarter by

quarter

Plan and execute the monthly PR Calendar

Suggest optimal strategy for announcements and advise on appropriate PR interventions

Media relations management to strengthen and sustain awareness Compilation of press information Media contact programme Identify story ideas and initiate feature

articles Solicit and co-ordinate of media interface,

press visits and briefings Briefing spokesperson on media

expectations, key messages Respond quickly and accurately to press

enquiries Media follow-ups and track exposures Media support for all events and promotions

Page 35: Brillar Jewels

PERFORMANCE MANAGEMENT

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CONCLUSION

Good Advertising & Public Relation strategy translates the

brand’s positioning statement into a persuasive and

memorable message. A correct planning will provide

lasting impact even if advertising budgets are

constrained.

Page 37: Brillar Jewels