IMC final project

TEAMALBEE, SHARON, SHERRY, RICKY

Preview

• Introduction of Handmade Soaps

• Analysis of Target Markets

• Missions of Project

• Messages (Blue Print)

• Application of 7 IMC Methods

• Integration of 3 IMC Methods

Introduction of Handmade Soaps

• 100% vegetarian

• Finest oil

• Preservative free (60%)

• No animal-fat


• Local ingredients

• Time-critical shelf lives

• Refrigerator requires

• Limited inventory

• Handmade in small batches

Organic


• Human-test only (No animal test)

• Naked products (70%)

• Recycled package

• Charity Pot

Organic Fresh


• Price by weights

• Cheaper than brands in same sector

Organic FreshENV-Friendly


• Colorful and various appearances

• Limited edition for festivals

• Special design for environment-friendly events

Organic FreshENV-Friendly Valuable


Organic FreshENV-Friendly Valuable Happy

Price Value

• Higher than local supermarkets

• Less than competitors(The Body Shop)

• Priced by weights


Organic FreshENV-Friendly Valuable Happy

Place Convenience

Physical stores globally (Over 700 locations)

Prime and high-end area (Posh locations)

Online store (47 countries)

• Healthier soaps: protect skin

• Non chemical soaps: environmental

conscious

• Fresher soaps: contain little or non

preservatives

• Valuable soaps: special function, model,

and smell, happy mood


Target Markets

Mission of Project

Reduce Preference from 80% that people like competitor's product to 30% in 1 year.

Preference

BLUEPRINT LIST 1

“ Are you looking for a cute soap and good smell soap?” “ Do you feel bored about your soapwhen you are taking a shower?”

“ Want to have a seasoned edition soapas a holiday gift for your friends?”

BLUEPRINT LIST 2

• “ Compared to Brand Dxxx, our soap has

more colors to be chosen.”

• “ Our soaps’ natural smell is always better

than the Brand Dxxx.”

• “ We provide more options of soaps for

customers than others.”

BLUEPRINT LIST 3

• “ 80% of customers feel happier to use our

soap during a shower.”

• “ 70% of customers feel Lush soaps is a best

option for holidays’ gifts.”

• “ 75% of customers feel Lush soaps is worth

to be used everyday.”

Application of 7 IMC Methods

Trade Shows

• Live show and art gallery

Discounts

• Different discounts for the visitors

Samples

• Handmade soap samples for visitors

Sales Promotion


Use quote: increase credibility

Invite: reporter and famous people

Experience writing: Cosmetic

magazines, Newspaper, Twitter, Blog,

Facebook etc.

Marketing Public Relation


Create some more soaps:

• Special, unique, and different

Provide more information:

• Organic and fresh.

Try soaps in store:

• Yes, get action

• No, more sample

Personal Selling


Advertising

• Transportation advertisings

• Flyers

• Official website/ Facebook/ Twitter


• Identify cause: Help other people to enjoy shower

• Cause organizations:

Red Cross, non-profit orphanage or nursing-home etc.

• Opportunities： Build up excellent image

• Integration: MPR, Advertising, Sales Promotion etc.

Cause Marketing


Direct Marketing

Collecting database :

• Physical stores

• Purchasing record from online store

• Outside sourcing


Direct Marketing

When we have potential or exiting

customers database:

Send out commercial email

• Designed

• Packaged

• Once per week


E-Communication

• Redesign our website (psychographic)

• Google Ad-words

• Re-manage social media

• Facebook for news, activities, stories

etc.

• Instagram for posting different style pics

Handmade Soaps Live Show• Experience LUSH soaps: better than words

• Build image of physical features: handmade,

organic, fresh, varieties of flavor available, special

shape)

• Express mental features: happiness related to

shower time

• Generate potential customers from audiences

Handmade Soaps Art Gallery• Convey the happiness of hand making soaps to public

• Get more attention from customers

• Emphasize the happiness related to shower time

Integration of 3 IMC Methods

HandmadeSoaps

Live Show

HandmadeSoapsArt Gallery

OtherSP

MPR CauseMKT

AD.

HandmadeSoapsArt Gallery

Integration of 3 IMC Methods OtherSP

Discounts for the visitors• 20%: Join the show

• 5%: Watched the show

• 5%: Visit the gallery

Samples• Deluxe samples: Join the show

• Small samples: Watch the show

and visit the gallery

Integration of 3 IMC Methods

Donate soaps to orphanage or

nursing-home• Bring happiness of shower to others

• Build up the brand image

Hold auction and donate money

to Non-profit organizations• Build up the reputation

CauseMKT

Integration of 3 IMC MethodsMPR

“Spread your happiness around the world,

give what you have to the people who need it.

LUSH donated soaps for kids, it is the best

thing that have ever happened.”

By Sharon


“Gets wet, dries off, gets wet, dries off,

everyday again and again. When I feel bored

on taking same routine of shower, LUSH

brings me a miracle.”By Sharon


“Everyone who has ever taken a shower has

an idea. It is a person gets out of the shower,

dries off and does something about it. Who

make a difference?”

By Nolan Key Bushnell

AD.Integration of 3 IMC Methods

Everyone who has ever taken a

shower has an idea. It is a person

gets out of the shower, dries off

and does something about it. Who

make a difference? LUSH!!

Posters and Flyers

• Physical stores

• Handmade soaps live show

• Handmade soaps art gallery

• Official website, Facebook

THANKS

Documents

IMC final project