Marketing communication - How to utilise media vehicle for new brand

Hélène C.Hélène D. Faustine F.

Charlotte LRomain B.

Agenda

Our Team Market & Target Analysis The Product Our Proposal

− Objectives− Media Mix− Creative Idea

Conclusion

Market Analysis: Hong Kong

7 million people

9th GDP per Capita : US$49,300

Leisure Activity: Consuming− Impulsive buyers

Handbags: − France 2nd exporter for HK

Market Analysis: Insights

Apparition of a new social class: newly rich people

− Enjoy buying luxuries that demonstrate their new social status

− Perceive global brands as high quality, prestigious

− Prefer to buy luxury from Western brand

Latent Need for social approval

Target Analysis

Upper-class Woman

Aged 18-35

Looking for:− Social Recognition

− Quality

− Innovation

Favored Media:− Female Magazines

− Internet

Specific Purchasing Habits

Brand awareness through digital support

and prints...

But purchase in store....

looking for a particular brand!

ROPO Buying Habits

The Product

LUMI : A name that sounds feminine

Designed by Philippe Starck

Assembled by Hand

Features:

− Internal Light Bulb− « Marinière » Print− Leather Handles & Seam

Brand Positioning

“For young, independent women who want to feel unique and admired, LUMI is a

luxury French designer bag that will put them in the spotlight, in all situations”

Our Proposal: Objectives

Action Objectives

• Increase Awareness in the Core Target

• Encourage them to visit our website

• Push them to Purchase

Increase Brand Recognition

• In line with the ROPO purchasing habit of the target

• Over 10 482 000 exposures in total

• Estimated 30% of our target sales in cycle 1

Media Strategy The perfect media mix to reach the target

Magazines : primary media

Website + banners : secondary medium

+

Fits our target habits: Young active and connected The secondary medium will boost brand recognition Budget constraints: the target is too narrow for TV

campaign

Wedge Reach Cycle 1 + 2: Intensive-image : Reach & Frequency Strategy. Cycle 3: slow up a bit because of carryover effect Cycle 4: LC + 1 Reach Strategy.

1905 1914 1922

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct

Cycle 1MEF(M) =18MEF(W) =9



Cycle 3MEF(M)

=14MEF(W) =7


REACH & FREQUENCY REACH

Sale Peak Season

Chinese Autumn BuyNoel

Overall 4 cycles gradually evolves into the Reach Strategy, as frequency is gradually reduced on subsequent flighting.

Media Selection & Implement

1905 1914 1922

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct



a

Strategic rule Cycle 1 MEF (M) = 20MEF (W) = 10

Cycle 2 MEF (M) = 18MEF (W) = 9

Cycle 3 MEF (M) = 16MEF (W) = 8

Cycle4 MEF (M) = 18MEF (W) = 9

Reach- scatter OTS

5 inserts Jessica5 inserts Elle 10 inserts Reach

4 inserts Jessica4 insert Elle 10 inserts Reach

5 inserts Jessica4 insert Elle 7 inserts Reach

4 inserts Jessica4 insert Elle10 inserts Reach

Frequency - concentrate OTS- 1 inserts = 7 weeks

Web-banner at 3 inserts fashion.com 7 inserts She.com




Monthly Sale: 76000Ads fee: €17000 Ads no: 18 insertsExposure:1368000

Monthly Sale: 54000Ads fee: €19500 Ads no: 17 insertsExposure: 918000

Weekly Sale: 195 000Ads fee: €12000 Ads no: 37 insertsExposure: 7215000

Weekly Visitors: 43,860Ads fee: €33600 Ads no: 21 insertsExposure: 921060

Weekly Visitors: 4 000Ads fee: €22400 Ads no: 15 insertsExposure: 60000

Media Budget and Goals

z

Insertion

Exposure

Awareness

Sales Goals

Text in here

HK market (18-35 year old) : 1.8 millionPenetration rate: 20%Purchase: 1 purchase per year

360 000 units

900 000 awares

10 482 060 exposes

Aware Purchase (0.4)

Expose Aware (0.3)MEF (M): 72 MEF(W): 36

Insertion ExposureMagazine: 72 inserts /yearBanner: 36 inserts /year

€1081500 + €1041600 + €80000Creative costResearch cost

Ads budget€ 2203100

€6.1/bag

Brand Motivation

High Involvement

Transformational

Storytelling

“You will be the only one they notice”

Print CreativeBrand Recognition

Realistic Logo & Packshot

With sufficient Exposure

Category Need Portrayed

HI/T Strong Branding

Emotional Authenticity

Extreme Key Benefit Claim

Informational Benefits

Linked Marcom

Aspirational Presenter

Do you want to shine ?

Eyeblaster

Eyeblaster

Eyeblaster

You will be the only one they notice

Eyeblaster

You will be the only one they

notice

Digital Banner

Click here if you want to shine

be the only one they notice

WebsiteLumi by Unique & Starck

Click here to shine

WebsiteLumi by Unique & Starck

Tonight is your night, just like every day is your day. You are confident, independent and authentic, prepared for any situation life may throw at you. And with its luxurious French design by Philippe Starck, its handcrafted association of the highest quality leather and fabric, and its very innovative internal glowing system, Lumi is your perfect companion. Step into the spotlight. Shine like no one else. You will be the only one they notice.

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Thank you for your attention…

NOW LET’S SHINE!!