PRESENTED BY:
GROUP BE:
SALONI SHAH
AKSHAYKUMAR JAIN
VAISHNAVI ANIL
NICOLETTA MOLESINI
FEDERICO DE MONTIS
Sources: Bhaane,2019 [last accessed on 30-03-2019]
Interview with Anand Ahuja (CEO) [ 01-03-2019]
Sources: Kapferer model, SWOT analysis and 5 C’s ( Appendix)
http://www.shahi.co.in/good-business/#environmental-sustainability
Sources: Interview with Anand Ahuja(CEO)[01-03-2019]
Appendix 4
Interview with Anand Ahuja(CEO)[01-03-2019]
Bhaane(2019)[last accessed on 30-03-2019]
SEO Web page analyzer
Sources:Kapferer Framework,SWOT Framework & 5’C (Please see appendix for references)
Sources:Secondary and primary research(Please see appendix for full references)
Sources: Primary and Secondary research ( Please see appendix for full references)
creativity
MEET RATIONAL PAUL...
Sources:Secondary and primary research(Please see appendix for full references)
MEET EXPRESSIVE RACHEL...
Sources:Secondary and primary research(Please see appendix for full references)
Sources:Secondary and primary research(Please see appendix for full references)
‘WHERE ART MEETS FASHION’
stamp
Sources:Secondary and primary research(Please see appendix for full references)
brand stamp
Sources:Secondary and primary research(Please see appendix for full references)
Bhaane Rewards
Sources:Secondary and primary research(Please see appendix for full references)
Sources:Please see appendix for full references (Appendix 17)
Sources: Bhaane(2019)[last accessed on 30-03-2019]
Please see Appendix 16 for full references
BHAANE REWARDS SIGN IN
5%
CORPORATE IDENTITY
Sources: Bhaane(2019)[last accessed on 30-03-2019]
Please see Appendix 16 for full references
BHAANE REWARDS SIGN IN
CORPORATE IDENTITY
Sources: https://www.instagram.com/bhane/
Please see Appendix 24 for full references
Sources:Please see Appendix 19 for full references
CORPORATE IDENTITY
Sources:Secondary and primary research(Please see appendix for full references)(Appendix 27)
68% stream
44% likely to recommend
3rd most used channel
Sources:Secondary and primary research(Please see appendix for full references)(Appendix 27)
32% follow bloggers on instagram.
50% turn to bloggers for recommendations.
53% millennial audience
95% shopped clothes in last 3 months
EVENT PROMOTION
Sources: Please see appendix 22,23,13.2 for full references
30% prefer experiential marketing
68% influenced by WOM
Strategy : ‘Ripple Effect’
Sources: Please see appendix for full references
8/10 millennials never buy anything without first reading a review
Bhaane Rewards
BHAANE REWARDS SIGN IN
Brand Loyalty:
20.6% through price promotions
12.3% through free giveaways
COST BROKEN DOWN |
SOCIAL MEDIA ADVERTISING |
SOCIAL MEDIA ADVERTISING
FACEBOOK + INSTAGRAM ADS £4800 |
YOUTUBE ADS (1 MONTH) £300 |
SPOTIFY ADS (1 MONTH) £500 |
MICRO-INFLUENCER ADS (10 DAYS) £1200 |
GOOGLE ADS |
GOOGLE ADS (6 MONTHS) £1800 |
GOOGLE PAY PER CLICK (6 MONTHS) £4800 |
NATIVE ADVERTISING |
ONLINE BLOG ADS (TIMEOUT,SECRET LONDON) £500 |
OFFLINE ADVERTISING |
BOND WITH BHAANE £35,000 |
UNDERGROUND AND BUS STOP ADS £10700 |
Total Cost £59600 |
GOOGLE ADS
NATIVE ADVERTISING
OFFLINE ADVERTISING
THANK YOU FOR LISTENING !
ANY QUESTIONS ?
�
CONTENTS PAGE:
Appendix 1 - Kapferer’s model
Appendix 1.1 - Brand Identity � Appendix 1.2 - Brand Image
Appendix 2 - Key Brand Touchpoints
Appendix 3 - SWOT Analysis � Appendix 3.1 - Marketing Mix � Appendix 3.1 - Ansoff Matrix
Appendix 3.2 - Environmental Scanning
Appendix 4 - Problem identification
Appendix 5 - Secondary research: Millennials � Appendix 6 - Secondary research: Millennials
Appendix 7 - Primary research summary
(Millennial and Website Insights)
Appendix 8 - Survey Analysis and Segmentation
Appendix 9 - In-depth Personas
Appendix 10 - Persona Similarities and Differences
Appendix 11 - ABC Model of Attributes
Appendix 12 - Estimated Target Market Size
Appendix 13 - Campaign Inspiration � Appendix 14.1 - Campaign Flow
Appendix 14.2 - Campaign specific goals
Appendix 15 - SMART
Appendix 16 - Recommended Website Design� Appendix 16.2 - Branding Elements
Appendix 17 - Sitemap
Appendix 18 - Feedback for new Website Layout
Appendix 19 - Keyword Suggestion
Appendix 20 - Google Paid Ads� Appendix 21 - Brandwatch : Urban Outfitters Appendix 21.1 - Brandwatch : Weekday� Appendix 22 - Event Details and Cost� Appendix 23 - Event Benefits� Appendix 24 - Instagram and Facebook Improvements�Appendix 24.1 - Facebook ads� Appendix 24.2 - Newsletter� Appendix 24.3 - Magazine Advertising� Appendix 25 - Underlying theme for Advertisements� Appendix 26 - Long Term Budget� Appendix 26.1 - Timeline� Appendix 27 - Creative Brief� Appendix 28 - 3E Model� Appendix 29 - Evaluation of Campaign’s Success� Appendix 30 - Supplementary Recommendation
Consumer insight : Comfort clothing for everyday wear, at affordable prices appeals to our target consumers.
APPENDIX 1 - KAPFERER’S MODEL
Vestibulum congue tempus
Culture:
�Values- The brand stands for empowerment of an individual.
Encourages voicing oneself, self expression.
Origin-Bhaane was founded in 2012 by Mr.Anand Ahuja one of India’s top business tycoon.He noticed a gap in the indian market i.e premium quality edgy staples at reasonable prices which was common in the US.He started experimenting at his own export house and realized the need and potential of a brand like Bhaane. The emerging rise of people wanting to share their own thoughts and work in India was the main catalysts for the birth of bhaane.
Physique:
�Creative progressive fashion pieces
An online platform offering trendy staples.
Premium quality products.
No logo identity
Against what:
- Buying fashion for its logo/name.
- Low quality
- Fast-Fashion
For whom:
�- Creative and artsy individuals who are most likely involved in music,art,design and culture ,
- They wear clothes to self-express and stand out.
�
B I
R D
A E
N N
D T
I
T
Y
P
O
S
B I
R T
A I
NO
DN
I
N
G
BRAND ENGAGEMENT
Personality:
Currently has no customer base in UK
But mainly focuses on incorporating local art on clothing.
For creative/creatively involved individuals such as music enthusiasts, travellers, photographers etc.
The brand personifies equality and keen eye for fashion without depending on labels/logo identity.
The company operates under Shahi exports which believes in giving back to the local Indian artisans through employment and also follows are totally ethical production process.It produces the clothing from the Indian home-grown cotton and other material thus having a very authentic and supreme quality.
Reference: Interview with the Anand Ahuja(CEO (01-03-2019, London)
Appendix 1.1 : BRAND IDENTITY
MINIMAL QUALITY PROGRESSIVE CONTEMPORARY URBAN COOL SIMPLE STYLE CONSCIOUS CLASSIC CASUAL TRENDY INNOVATIVE CREATIVE CREATIVE COOL URBAN FASHION AFFORDABLE PRICES CREATIVE STYLES FOR INNOVATIVE CUSTOMERS,EXCLUSIVE COLLABS SOCIALLY AWARE LIMITED CATEGORY OF PRODUCT EXPERIENTIAL MARKETING STREET CONFIDENT CULTURAL PLAYFUL SKATER UNDERSTATED
APPENDIX 1.2 : BRAND IMAGE
These are the first impression thoughts of our target segment said about Bhaane when asked in the survey.
APPENDIX 2 - BRAND TOUCHPOINTS
STRENGTHS:
WEAKNESS:
OPPORTUNITY:
THREAT:
APPENDIX 3 - SWOT ANALYSIS
APPENDIX 3.1: MARKETING MIX
Product: �Bhaane sells both men and women apparel with a distinct selection of colour, design and sizes. Sells clothing in collaboration with different designers. The clothing style is casual streetwear for creatively inspired individuals. High quality fashion at affordable prices.
Price:
Bhaane is an affordable brand. Prices are at par or slight higher than that of competitors.
Will often offer discounts online with special promotional offers.
Promotion:
Promotions will be done through its social media platforms like Facebook and Instagram.
Online and Offline events such as live popups, Google paid search, SEO,will be carried out.
Place:�Bhaane will be selling its clothing through its own website and Annual pop-ups. Eventually opening up its physical store.
Existing Products
New Products
Existing Market
New Market
Low Risk
Market Penetration
Medium Risk
Product Development
Market Development
Medium Risk
Diversification
High Risk
From looking at the Ansoff Matrix model, the chosen method for Bhaane in this scenario would be Market Development.
Bhaane will be using existing products and collection in the Uk market and eventually collaborating with London local artists. This investment is a medium risk strategy, where if successful there would be great financial benefits for the brand.
Research has so far proved that there is consumer demand in the UK market for current products, hence it is the most appropriate strategy.
APPENDIX 3.1: STRATEGY AND ANSOFF MATRIX
APPENDIX 3.2 - ENVIRONMENTAL SCANNING
Appendix 3.3 : REFERENCES
SWOT
5C’s Company References
Customer and Context References
Competitors References
Collaborators
A detailed list of the problems are identified, classified into 3 main areas which will be addressed by our digital marketing campaign.
Bhaane has 0% brand awareness in the uk market. �Since Bhaane has not entered the UK market before, it has 0% brand awareness. A month ago, they started selling through Asos Marketplace without any marketing or agenda, thus selling only 2 pieces and eventually planning to exit.
Poor website design and visibility
POOR SOCIAL MEDIA COMMUNICATION STRATEGY
Appendix 4: Problem Identification
Reference: Interview with Anand Ahuja(CEO)[01-03-2019]
Email communication with Surbhi Arora(Marketing Manager, Bhaane)
Google Trends. (2019). [online] Available at: https://trends.google.com/trends/explore?geo=GB&q=bhane [Accessed 26 Mar. 2019].
Nibbler. (2019). Website report for www.bhaane.com. [online] Available at: http://nibbler.silktide.com/en_US/reports/www.bhaane.com [Accessed 27 Mar. 2019].
Seowebpageanalyzer.com. (2019). Web Page Analyzer Free Tool for SEO. [online] Available at: http://www.seowebpageanalyzer.com/ [Accessed 24 Mar. 2019].
Appendix 4: Problem Identification
A detailed list of problems identified, classified into 3 main areas which will be addressed by our campaign.
Reference: Google Trends. (2019). [online] Available at: https://trends.google.com/trends/explore?geo=GB&q=bhane [Accessed 26 Mar. 2019].
Demographic | 18-35 with a relatively low disposable income. |
What are they like? | Tech-savvy�72% millennials turn to friends and family for recommendation for what to buy 50% turn to internet search engines/ reviews and bloggers for recommendation Younger millennials stick to a brand for freebies 52% believe it is important for a product to reflect their personality Are quickly bored and seek change They respond more to brand authenticity 7% of millennials recognize themselves as brand loyalists. 75% shop during sale or promotion; 30% classify themselves as bargain shoppers. |
What benefits do they seek? | Sustainability is a key element.�Customer centric shopping experience - tailored to their wants and needs as valued customers. Seek personalised messages, targeted promotions and discounts as a price for their loyalty. 7% increase in brand loyalty- if brand communicates with them using relevant messages based on their own interests. |
What frustrates them? | They don’t like being bombarded with emails Brand stereotyping them |
Appendix 5 : Secondary Research on Millennials Consumer Behaviour
Online Shopping:�Online shoppers in the United Kingdom make 87 percent of their retail purchases (grocery shopping not included) online. That’s an increase of almost 9 percent compared to the situation last year, when 80 percent of retail purchases were conducted online. One in every five pound spent in UK retail fashion stores is now spent online(Katie Morley, Aug 2018) . New data from the Office for National Statistics shows online sales rose by 15.3 per cent over the past year and now make up a record high of 18.2 percent of all retail sales. (Ecommerce News,2018)
Art and Millennials:�A survey of wealthy individuals (UBS and art Clare McAndrew) for the report found millennials were buying art more actively and frequently taking to the internet to do so. Millennials remain primarily driven by personal enjoyment of art, an appreciation for aesthetics, and a desire for self-expression. They often see their collections as a way to communicate their personalities and enhance their personal brands (Northern Trust).�33% of millennial collectors agreed with the statement that art is “an asset that can be leveraged to build wealth” vs. only 16% of collectors overall (2018 S. Trust Insights on Wealth and Worth).
Streetwear Culture:�Streetwear culture has become big business in the last 5 years thanks to the rise of social media and exclusive drops.It has been growing exponentially for the past few years and with the recent boom of the world wide web and social media. We have seen the birth of many new brands that no longer develop locally and then globally. Instagram has served to help in a variety of different aspects especially when it comes to consumers, since there is no need to travel places to purchase items that are ‘rare’ or ‘exclusive’, one is able to see updates about upcoming releases and then purchase them online and maybe sometimes at a local boutique. The issue here is demand and supply and hence the resale marketplace.
Experiential Marketing:�More than two-thirds (67 percent) of B-to-B brand-side marketers are anticipating an increase in experiential budgets within the next year and a half, a 17 percent boost from 2018, according to new research.The number one piece of advice that Claire Holland, VP of marketing communications at AgencyEA, has for brands looking to get into the experiential spaces is to "know your audience."
APPENDIX 6: SECONDARY RESEARCH ABOUT MILLENNIAL SHOPPING BEHAVIOUR
References: Campaignlive.com. (2018). Experiential marketing budgets expected to grow, study states. [online] Available at: https://www.campaignlive.com/article/experiential-marketing-budgets-expected-grow-study-states/1524175 [Accessed 20 Mar. 2019].
Accenture.com. (2017). Who are the Millennial shoppers? And what do they really want? | Accenture Outlook. [online] Available at: https://www.accenture.com/gb-en/insight-outlook-who-are-millennial-shoppers-what-do-they-really-want-retail [Accessed 22 Mar. 2019].
Forbes.com. (2018). Council Post: Brands Need To Step Up Their Game To Win Over Millennials. [online] Available at: https://www.forbes.com/sites/forbesagencycouncil/2017/09/26/brands-need-to-step-up-their-game-to-win-over-millennials/#41a3ffd71b32 [Accessed 18 Mar. 2019].
Survey uploaded on qualtrics: https://cityunilondon.eu.qualtrics.com/jfe/form/SV_3eFL2ugfgMUUmBT
Static1.squarespace.com. (2018). [online] Available at: https://static1.squarespace.com/static/566824117086d7d425e48806/t/575e873f8259b5bbefd5e6da/ [Accessed 25 Mar. 2019].
References: Campaignlive.com. (2018). Experiential marketing budgets expected to grow, study states. [online] Available at: https://www.campaignlive.com/article/experiential-marketing-budgets-expected-grow-study-states/1524175 [Accessed 20 Mar. 2019].
Accenture.com. (2017). Who are the Millennial shoppers? And what do they really want? | Accenture Outlook. [online] Available at: https://www.accenture.com/gb-en/insight-outlook-who-are-millennial-shoppers-what-do-they-really-want-retail [Accessed 22 Mar. 2019].
Forbes.com. (2018). Council Post: Brands Need To Step Up Their Game To Win Over Millennials. [online] Available at: https://www.forbes.com/sites/forbesagencycouncil/2017/09/26/brands-need-to-step-up-their-game-to-win-over-millennials/#41a3ffd71b32 [Accessed 18 Mar. 2019].
Survey uploaded on qualtrics: https://cityunilondon.eu.qualtrics.com/jfe/form/SV_3eFL2ugfgMUUmBT
Static1.squarespace.com. (2018). [online] Available at: https://static1.squarespace.com/static/566824117086d7d425e48806/t/575e873f8259b5bbefd5e6da/ [Accessed 25 Mar. 2019].
APPENDIX 7: PRIMARY RESEARCH
Qualtrics survey: �A technology assisted, cross section Qualtrics survey was developed in an A/B test format. 100 surveys with 28 questions were sent to male and female participants who are between 18-35 years of age( Bhaane’s target group). Surveys were distributed via convenience sampling through social media. The survey consisted of varied questions regarding their hobbies and personal shopping behaviour ( how they shop, where they shop from, what do they buy, hobbies etc) with different scales as options. The second section was about the brand wherein we showed some pictures of models wearing Bhaane clothes and asked them 3 words that comes to their mind when they see the clothes. A combination of ordinal and interval questions were used along with the appropriate balanced scales and sensitivity of scales levels. The question “where do you get your brand inspiration from” was pivotal in driving our campaign direction.
Interview :�We conducted direct in-depth interviews with 5 potential customers. A flexible interview guide helped built a strong foundation and students were interviewed with clear objectives set down by the team and based on central topics of interests - mainly the fashion habits and trends they follow. Interview pre-tests were conducted amongst friends of the team and not many modifications were made to the interview guide. The interview consisted a majority of open ended questions and the key findings were than transferred on to form the direction of our marketing campaign.
One in-depth interview with Bhaane’s CEO himself to gain better understanding about what the company offers, the current challenges, the marketing budget, the mission and vision for the start-up. Also, to gain more insight about their working and customer acquisition process and how they will continue to grow in the world with publishers filled with piracy concerns. �
APPENDIX 7.1 : PRIMARY RESEARCH (MILLENNIALS)
References: Interviews conducted on 10 people
APPENDIX 7.2 : PRIMARY RESEARCH (WEBSITE INSIGHTS)
The homepage
“The homepage seems dull and out of context with the brand”
“It goes directly to the shopping page, without a home page. That’s weird”
Navigation around the website
“Simple and nice.Seems very easy to navigate through the website”
“Nothing too complicated. It’s very easy to navigate “
Product Image and description
“The product description is nicely done but there is no size guide.For me,it is difficult to shop without a size guide.”( Interview 1)
“The models need more variety. They all look same to me.A separate page for designs or collaborations would be more helpful for me while purchasing specific products.
References: Interviews conducted on 5 people
APPENDIX 8 : SURVEY ANALYSIS AND SEGMENTATION
Reference: Cluster analysis performed on SPSS on the survey data
Demographics: �Age: 24
Income: less than 10000
Education: Studied creative writing and publishing
Occupation : freelance journalist�Location: London
APPENDIX 9 : IN-DEPTH PERSONAS (PAUL)
Shopping Behaviour/ Attitudes :
Personality:
Media Reach :
Lifestyle :
References: Insight from secondary and primary data obtained
APPENDIX 9 : IN-DEPTH PERSONAS (RACHEL)
Demographics: �Age: 22
Education: Media communication student�Location: London
Shopping Behaviour/ Attitudes :
Personality:
Lifestyle :
Media Reach :
References: Insight from secondary and primary data obtained
Appendix 10 : Persona Similarities and Differences
We have analysed a number of similarities and differences between our personas appendix 10. The similarities are critical for targeting both personas with one campaign.
Similarities :
Differences :
References: Insight from secondary and primary data obtained
APPENDIX 11 : ABC MODEL OF ATTRIBUTES
The Means-End-Chain Model as well as the ABC Model of Attributes has helped us understand what kind of shopping behaviour our target segment has. Analyzing the value of our brand attributes as well as characterizing our target segment’s consumption behaviour has brought valuable insight with regard to future advertising messages and communications with the target group.
Current
Recommended
Product Attributes | (+) Benefits/ (-) Consequences | Effects |
High Quality |
| |
Ethical/ Sustainable clothing |
| Yarn Dyed clothing |
Product Attributes | (+) Benefits/ (-) Consequences | Effects |
Change in Packaging |
| Increases anticipation |
Offer sample prior to purchase |
| Freedom of selection |
Feeling : I like the colour of sweatshirt, I must buy it
Thinking : Bhaane does creative branding and social media also is very interesting plus it has sustainable clothing, i shall buy from it.
APPENDIX 12 : ESTIMATED SEGMENT SIZE IN UK
Total population : The estimated target size is approximately 16.8 million.
20% of millennial population living in London.
References:Lynch, 2008
Statista 2019 https://www.statista.com/statistics/630938/uk-millennial-population-by-age/
Available from https://0-www-statista-com.wam.city.ac.uk/statistics/281174/uk-population-by-age/.
APPENDIX 13 : CAMPAIGN INSPIRATION
We collected over 100 survey responses using Qualtrics from millennials aging between 18-35 to understand their shopping behaviour. We used this information for our campaign inspiration.
IMMEDIATE:
SHORT TERM:
LONG TERM:
Reference- Survey uploaded on qualtrics: https://cityunilondon.eu.qualtrics.com/jfe/form/SV_3eFL2ugfgMUUmB
APPENDIX 13.1 : REASONS FOR PRE-LAUNCH INBOUND MARKETING CHANNELS
SPOTIFY ADS
YOUTUBE ADS
TIME-OUT BLOG
FASHION BLOGGERS
References: Spotifyforbrands.com. (2018). Audiences. [online] Available at: https://spotifyforbrands.com/en-US/audiences/ [Accessed 25 Mar. 2019].
TimeOutLondon(2019).[online] Available at:https://www.timeout.com/London/ [Accessed 26 Mar.2019]
APPENDIX 13.2 : REASONS FOR DURING-LAUNCH INBOUND MARKETING CHANNELS
POP-UP EVENT
POSTER ADVERTS
References:Giles, A. (2017). Does out-of-home advertising work for Millennials? - Bubble. [online] Bubble. Available at: http://bubbleoutdoor.com/does-out-of-home-advertising-work-for-millennials/ [Accessed 27 Mar. 2019]
Exterionmedia.com. (2018). London Underground Advertising. [online] Available at: https://www.exterionmedia.com/uk/our-products/tfl-rail-estate/london-underground-advertising [Accessed 27 Mar. 2019].
Hint Media. (2017). London Underground 6 Sheet Posters Advertising - Hint Media. [online] Available at: https://www.hintmedia.co.uk/london-underground-advertising/london-underground-6-sheet-posters/ [Accessed 29 Mar. 2019].
Tailwind by Hipmunk. (2017). London's Best Neighborhoods for Millennials - Tailwind by Hipmunk. [online] Available at: https://www.hipmunk.com/tailwind/londons-best-neighborhoods-for-millennials/ [Accessed 26 Mar. 2019].
APPENDIX 13.3 : REASONS FOR AFTER-LAUNCH INBOUND MARKETING CHANNELS
i-D MAGAZINE ADS
BHAANE REWARDS
References:Francisca.(2016)i-d magazine target audience[online]Available at:.http://www.lsbu-multimedia-journalists.co.uk/nunesdasilva/2016/10/16/i-d-magazine-target-audience/[Accessed 26 Mar.2019]
Static1.squarespace.com. (2017). [online] Available at: https://static1.squarespace.com/static/566824117086d7d425e48806/t/575e873f8259b5bbefd5e6da/ [Accessed 29 Mar. 2019].
APPENDIX 14 : CAMPAIGN FLOW
PRE-LAUNCH :
DURING LAUNCH :
AFTER LAUNCH :
APPENDIX 14 : CAMPAIGN SPECIFIC GOALS
�Overall short-term goal: Selling 3000 products through website within first six months from the date of launch.
WEBSITE:
Expect an increase of at least 2000 unique visitors by the end of 6 months.
SOCIAL MEDIA:
10 Micro influencer posts : The estimated reach combining all audiences would be around 500000.
Timeout and Secret London : Timeout London has a database of 750000 active email recipients out of which 53% are millennial users.
We want 6000 youtube views for £300 : £0.015/view in a month for teaser ad
20,000 spotify views in a month for teaser ad
66 views and 18 clicks/day to the website through facebook and instagram views daily until first 8 months
Overall increase of new London/UK followers by 3000 on Instagram and 2000 on Facebook.
SALES:
POP-UP event at Boxpark,Shoreditch : The event will be conducted for 4 weekends in September,2020. Through this event we aim to get a minimum of 800 sales, 800 email ids for our mailing list. Other event goals will be set at the end of the short-term campaign.
50 immediate online sales post event through discount vouchers given out.
VIEWS:
Underground and Bus Advertisements : informing about the website launch reaching around 1,50,000 audiences in an hour.
600 views through magazine ads
Paid ads : Google PPC : By spending £8800 on google ads, we estimate a reach of about 25000 and 1700-1800 clicks per day.
LOYALTY:
Share.Inspire.Collaborate : The goal of this competition is to support and inspire local artists in order to increase brand love.
Bhaane Rewards : Gain and retain 2% loyal customers each month through rewards programme, where customers will be entitled to special offers.
References:Guide, W., SEO, W., Warfel, D., Koorn, T., Warfel, D., Warfel, D., Warfel, D., Warfel, D., Warfel, D., Warfel, D., Mackin, A., Warfel, D., Johnson, D. and Feofanov, M. (2017). $5 YouTube Ad Experiment. The results are in.... [online] WP Smackdown. Available at: https://wpsmackdown.com/5-dollar-youtube-ad-experiment/ [Accessed 26 Mar. 2019].
Hint Media. (2017). London Underground Advertising is wide reaching - Hint Media. [online] Available at: https://www.hintmedia.co.uk/london-underground-advertising/ [Accessed 26 Mar. 2019].
APPENDIX 15 : SMART
Specific
1.Improve the usability of the website by re-designing the website especially for the UK market. The website should have 100 unique UK visitors by the end of Jan 2021.
2.Increase the awareness of the brand in UK through outbound marketing. UK based influencers, Facebook and instagram Ads, Paid ads on google and SEO are used to achieve this.
3.Improve the social media reach and engagement rate, especially in UK,by regulating the posts, posting better content and diligent interactions with the costumer
Reliable and attainable
1. Improved website: A new website design suggestion is being made.
2.Improved inbound marketing: Google Keyword planner is used in order to have the best optimised keywords for SEO and PPC.
3.Improved social media: The current facebook account and instagram account will be posted with regular and better content.
Measurable and Timely
1. Website re-designing for better usability:
2. Improve brand awareness through outbound marketing:
3. Improved Social Media:
Increase the likes on post from a mere 2 to minimum 50 likes on facebook in 3 months.
APPENDIX 16 : RECOMMENDED WEBSITE DESIGN
HOMEPAGE
BHAANE REWARDS SIGN IN
CATEGORIES
LANDING PAGE PRE- LAUNCH
APPENDIX 16.1 : RECOMMENDED WEBSITE DESIGN
LOOKBOOK/COLLABORATIONS
BHAANE REWARDS SIGN IN
APPENDIX 16.2 : BRANDING ELEMENTS
FONT: �Dejavu Sans Bold for headings
Clear Sans Regular for sub headings
Gives a techno,modern feel.
COLOUR PALETTE:�Colours mainly include Black, Yellow and white with pop of bright colours as they represent creativity, simplicity and spirit of a streetwear brand.
LOGO:
The single yellow line represents individuality and colour represents the hidden meaning of the brand: the rising sun and also creativity.
The circle represent the community the brand aims to build with its clothing around the world.
References: Artitudes Design. (2016). Yellow Color Psychology. [online] Available at: http://www.artitudesdesign.com/yellow-color-psychology/ [Accessed 27 Mar. 2019].
Colour-affects.co.uk. (2015). Psychological Properties Of Colours - Colour Affects. [online] Available at: http://www.colour-affects.co.uk/psychological-properties-of-colours [Accessed 28 Mar. 2019].
Oberlo. (2016). Color Psychology: How Color Meanings Affect Your Brand. [online] Available at: https://www.oberlo.co.uk/blog/color-psychology-color-meanings [Accessed 30 Mar. 2019].
Vandelay Design. (2017). 32 Fresh Modern Fonts for Cutting Edge Brand Design. [online] Available at: https://www.vandelaydesign.com/fresh-modern-fonts-for-brand-design/ [Accessed 29 Mar. 2019].
Appendix: Suggested Sitemap
Appendix 17: Sitemap
Reference:Gloomaps.com. (2019). GlooMaps - Visual Sitemap Tool. [online] Available at: https://www.gloomaps.com/9wvjltZFJC [Accessed 30 Mar. 2019].
Appendix 17: Sitemap( continued)
Reference:Gloomaps.com. (2019). GlooMaps - Visual Sitemap Tool. [online] Available at: https://www.gloomaps.com/9wvjltZFJC [Accessed 30 Mar. 2019].
APPENDIX 18: FEEDBACK FOR THE RECOMMENDED WEBSITE LAYOUT
Katie Andersen (25 years old, London) - “The suggested website looks much fresher from the current website. It now looks appealing. The current website looked very boring”.
Jake Rose (22 year old, London) - “I like the way the new website looks. Looks cool and interesting. I really like it. Much Much better than the current one”.
Shaun Grant (28 year old, London)- “It’s easy now to identify this brand as a youth-centric streetwear brand.It steps out of its previous “earthy” look. The black and white give a simplistic look which I like. The yellow is also rightly used. I like how the fonts are bold and nice”.
References:Website feedback from Katie Andersen (2019). London, 25th March 2019
Website feedback from Jake Ross (2019). London, 25th march 2019
Website feedback from Shaun Grant(2019). London, 26th march 2019
APPENDIX 19: KEYWORD SUGGESTION:
Keywords: Keywords are what are used in order to reference to a set of information when queried. As the brand is new in an already saturated market, it is of the essential to spend a viable budget on PPC and SEO. Due to the highly competitive nature of the market, it is the best to use PPC mainly along with SEO. A series of long tail keywords and negative keywords have been used in order to optimize budget and get the maximum CTR.
Negative Keyword Suggestions : The following are negative keywords that are suggested. “Urban Outfitters” , “Weekday” and “Asos sweatshirt” have been used as they are our competitors. The other keywords have been recommended as the brand should not be associated with the keywords.
Chosen Keywords and Meta tags:
A series of short tail and long tail keywords are suggested, which were used on the recommended google ad in the meta tag as well as the description.
Short tail keywords :
Long tail keywords :
META TAG
SHORT TAIL KEYWORD
META DESCRIPTION
APPENDIX 20 : GOOGLE PAID ADS
A google paid ad campaign has been launched targeted mainly in the London, with meta tags and keywords utilised. The budget is kept at 10 pounds per day.
GOOGLE PAID AD (CONTINUED)
APPENDIX 21.1 : BRANDWATCH (URBAN OUTFITTERS)
Reference: Laura Di Giuseppe, Week 9-Digital marketing objectives and tools, Uploaded on moodle: https://moodle.city.ac.uk/pluginfile.php/1606730/mod_resource/content/0/WEEK%209_OBJECTIVES%20AND%20TOOLS.pdf
Reference: Laura Di Giuseppe, Week 9-Digital marketing objectives and tools, Uploaded on moodle: https://moodle.city.ac.uk/pluginfile.php/1606730/mod_resource/content/0/WEEK%209_OBJECTIVES%20AND%20TOOLS.pdf
APPENDIX 21.2 : BRANDWATCH (WEEKDAY)
Reference: Laura Di Giuseppe, Week 9-Digital marketing objectives and tools, Uploaded on moodle: https://moodle.city.ac.uk/pluginfile.php/1606730/mod_resource/content/0/WEEK%209_OBJECTIVES%20AND%20TOOLS.pdf
APPENDIX 22 : EVENTS DETAILS AND COST
BOND WITH BHAANE
Location: Boxpark, Shoreditch, London
Partnerships: 2 Indian and 2 London Artists
When: September 2020 ( 4 weekends)
Why:
Boxpark is one of the most common and loved places for millennials to hangout in London according to secondary research. The open space to set up a pop up is the perfect setting for Bhaane to conduct a offline campaign.
Since millennials love experiential marketing and the experience of DIY, we decided to setup a Screen printing machine wherein customers can print a design on their bhaane merchandise, from the limited edition illustrations designed by our creative director Nimish Shift for the launch. In addition to this, we will collaborate with london and Indian local artists who will conduct some workshops for consumers to learn and also sell their art. Eg Graffiti arts, Knitting etc. This will reflect the brand’s support for local art/artists. Freebies like Pizzas and a beer will be given to the buyers. A live band/DJ will be performing for 3 hours per day for 8 days. There will be a Spin the Wheel segment at the cash counter where customers can get a chance to win various discount offers like 5,10% off on their next purchase.
Promotion: Promotion will be done via Instagram and Facebook ads, online blogs like Timeout, Secret london,Spotify,10 Micro-Influencer posts.
Audience: Expected between 2000-2500.
Why would Natural Law collaborate?�Natural Law is a london local agency who works closely with various artists. By partnering with Natural Law, Bhaane can get 2 artists who would conduct workshops and it matches with ideologies of Bhaane. Cross promotion will be done via both parties.
Why would Indian Artists collaborate?
Bhaane enjoys a massive goodwill in India with over 6 magazine features, 50 blogger associations, 10 celebrity associations making it one of India’s most desirable brand.Bhaane giving an opportunity to indian talent would be convincing for them to collaborate with the brand and showcase their talent.
Return on Investment: �Garment Charges - £30 (minimum price) * 100 people * 8 days = £24000 (minimum)
COST BREAK DOWN
Here is a detail reasoning behind our event and cost.
Category | How many? | Unit Cost (£) | Total (£) |
Location Rent | 8 days | 2000 | 16000 |
5 Brand Ambassadors (employees) | 64 hours | 8 | 2560 |
POS Machine | 2 | 60 | 120 |
In store fit out | 1 | 4724 | 4724 |
Dj/Live music | 3 hours/day = 24 hours | 250 | 6000 |
Soho Pizza* | 100/day = 800 | 4 | 3200 |
Beer* | 100/day = 800 | 1 | 800 |
Screen printing* | 100/day = 400 | 4 | 1600 |
Indian Artists | 2 | Collaboration |
|
London Artists | 2 | Natural Law |
|
TOTAL | | | £ 35000 |
*Cost per 100 is calculated.
Additional costs will depend on additional customers
Please refer the next slide for references
References - Boxpark. (2019). Shoreditch. [online] Available at: https://www.boxpark.co.uk/shoreditch/ [Accessed 29 Mar. 2019].
Foursquare. (2018). Best Places in London for Hipsters. [online] Available at: https://foursquare.com/top-places/london/best-places-hipster [Accessed 29 Mar. 2019].
Montcalm London City Blog. (2017). Unmissable for millennials: London’s attractions for twenty-somethings - Montcalm London City Blog. [online] Available at: https://www.themontcalmlondoncity.co.uk/blog/unmissable-for-millennials-london-attractions-for-twenty-somethings/ [Accessed 30 Mar. 2019].
APPENDIX 22: EVENTS DETAILS AND COST
5% off
10% off
20% off
APPENDIX 23 : EVENT BENEFITS
These pre launch promotional events were based on the findings of our primary research which ensured more visibility of our brand ‘Bhaane’ amongst our target segment. The benefits of ‘the campaign are:
Every customer will be asked to fill in their email-ids in order to spin the wheel thus helping us a kickstart a mailing list for future newsletters and promotional emails.
References:Inc.com. (2018). This Is the Reason Every Brand is Launching a Pop-Up Store. [online] Available at: https://www.inc.com/jason-albanese/this-is-reason-every-brand-is-launching-a-pop-up-store.html [Accessed 31 Mar. 2019].
Storefront Blog. (2018). Experiential marketing is winning Millennials’ hearts… and wallets. [online] Available at: https://www.thestorefront.com/mag/experiential-marketing-is-winning-millennials-hearts-and-wallets/ [Accessed 29 Mar. 2019].
APPENDIX 24 : INSTAGRAM AND FACEBOOK IMPROVEMENTS
To address the problem of “poor social media layout” (slide 5) we would like to recreate the instagram account and Bhaane facebook account. Highlights will be added to Instagram page to make it more interesting and interactive.Additionally, the goal is to post one picture per day. The Facebook account has been updated as well and brought up to speed.
INSTAGRAM HIGHLIGHT LAYOUT EXAMPLES
APPENDIX 24.1 : FACEBOOK ADVERTISING : COST AND DETAILS
The cost of a facebook advertising campaign lasting 6 months with the factors and target audience highlighted below is approximately £15 per day
The reach of this campaign is estimated to be 49-302 clicks per day. Please see the following slide for suggestions of ad content.
APPENDIX 24.2 : NEWSLETTER
Link to social media platforms
Call to action with link to online shop
Header : Picture with logo, link to online shop
Bhaane Explore the Artists: Let’s talk Graffitti!
Footer : Picture with logo, link to online shop
The newsletter will be sent out on a monthly basis. These will include the vision story, the mission story and customer story.
APPENDIX 24.3 : MAGAZINE ADVERTISING
ID magazine has the perfect audience for reaching out target group, the Millennials - “Grab some of the action by reaching over 1.4 million over 50’s every month with ID magazine”. We have chosen to do a quarter page advertisement starting in Jan 2021, April 2021 and June 2021. ID Magazine has given us a quote of £1330 per ad.
References:Matthewhawker.com. (2017). i-D Magazine. [online] Available at: http://www.matthewhawker.com/25_idmagazine/i-dmagazine.com/media_pack/terms.htm [Accessed 29 Mar. 2019].
APPENDIX 25 : UNDERLYING THEME FOR ADVERTISEMENTS
‘WHERE ART MEETS FASHION’
APPENDIX 26 : LONG TERM BUDGET AND TIMELINE
Category | Duration Unit Cost | Count | Amount (£) |
Event | 8 days | 1 | 35000 |
ID magazine advertising | January,April,June 1330 | 3 editions | 3990 |
Micro influencers | 10 days 120 | 10 | 1200 |
Timeout London Secret London | 10 days 10000 impression*0.25 10 days 10000 impression*0.25 | 1 1 | 250 250 |
Spotify | 30 days 0.025/view | 1 | 500 |
Underground ads (6 sheet) Bus ads (6 sheet) | 30 days 540 30 Days 530 | 10 10 | 5400 5300 |
Social Media Sponsored ads (Instagram + Facebook ) Youtube | 8 months 25/day 1 month 10/day
| | 6000 300 |
Google PPC Google Ads | 8 months 26.6/day 8 months 10/day | | 6400 2400 |
Total | | | 66990 |
| 15% | | 10048 |
Total Budget | | | £ 77038 |
References:Giles, A. (2019). How much does billboard advertising cost? - Bubble. [online] Bubble. Available at: http://bubbleoutdoor.com/how-much-does-billboard-advertising-cost/ [Accessed 30 Mar. 2019].�Pratskevich, A. (2019). How Much Do Spotify Ads Cost?. [online] Blog.adstage.io. Available at: https://blog.adstage.io/2018/04/03/spotify-advertising [Accessed 30 Mar. 2019].
July 2020 � Teaser Release and promotions | August 2020 Video rollout 10 Micro-influencer posts Native advertising (2 online blogs) | September 2020 “Bhaane Website Launch” Instagram sponsored ads Facebook sponsored ads Underground ads Paid search “Bond with Bhaane” Pop up Event at Boxpark, Shoreditch. | October 2020 Instagram ads Facebook ads Google shopping ads Paid Search Introduce Bhaane Rewards | November 2020 Paid search Instagram ads Facebook ads Google shopping ads | December 2020 Instagram ads Facebook ads Google shopping ads Paid Search Sale promotions Newsletter Email Marketing | January 2021 Instagram ads Facebook ads Google shopping ads Paid Search ID Magazine advertising Newsletter Email Marketing |
February 2021 Instagram ads Facebook ads Paid search “Share.Inspire.Collaborate” competition Newsletter Email Marketing | March 2021 Instagram ads Facebook ads Paid search Reveal Winner Newsletter Email Marketing | April 2021 Instagram ads Facebook ads Newsletter Email Marketing | May 2021 Instagram ads Facebook ads Newsletter Email Marketing ID Magazine advertising | June 2021 Instagram ads Facebook ads Newsletter Email Marketing | July 2021 Instagram ads Facebook ads Newsletter Email Marketing | Aug 2021 Instagram ads Facebook ads Newsletter Email Marketing |
September 2021 Instagram ads Facebook ads Newsletter Email Marketing ID Magazine advertising | | | | | | |
APPENDIX 26.1 : TIMELINE
APPENDIX 27 : CREATIVE BRIEF
What is the background information?
What is the purpose of the advertisement?
What do we want the audience to think,feel and show?
The most important thing to say?
Supporting Reasons to prove?
Tone of the ad?
Luedicke, M., “7_MSI_Sessions Slides_Introduction to Branding_2017”, p. 42
APPENDIX 28 : 3E MODEL
Enablement
Enticement
Enrichment
APPENDIX 29 : EVALUATION OF CAMPAIGN’S SUCCESS
Short Term Results
Increasing online sales: �The most prominent metric for the evaluation of the campaign’s success is an increase in online sales. This will be measured through the Wix analytical tool.
Increasing followers / likes / shares / comments: �In order to evaluate the effectiveness of creating and updating the instagram and facebook accounts, we will monitor changes in followers, likes, shares & comments on both channels.
Increasing traffic on website / dwell time / return rate / subscriptions to newsletter: �In order to evaluate the effectiveness of the new website design and the integration of the online store, we will monitor increases in page impressions on the website as well as changes in dwell time, churn rate, return rate and subscriptions to the newsletter. This will be monitored via the Wix analytical tool.
Long Term Results
Increasing Word of Mouth Recommendations: �Through the promotion of the house sale events we anticipate an increase in word of mouth recommendations among the guests. This will be monitored through post shares or tags on instagram as well as an increase in sales.
Development of brand community: �Through the promotion of house sale events and an increase in WOM recommendations, we anticipate the development of a brand community around Bhaane. This will be encouraged through customers meeting at house sale events and bonding over the experience. This will be monitored through an increase in sales, a greater turnout at future house sale events and an increase in social media activities such as likes, shares, tags and comments.
Building brand equity: �Brand equity will gradually result out of the above mentioned formation of a brand community. The Bhaane brand will embody enticement benefits for the consumers.. The enticement benefits will gradually result in brand love. As mentioned above, this will be evaluated through an increase in sales, greater engagement on social media as well as active involvement of customers (e.g. WOM).
1Luedicke, M., “1_MSI_Sessions Slides_Introduction to Branding_2017”, p. 53
APPENDIX 30 : SUPPLEMENTARY RECOMMENDATIONS
Website:
Packaging:
APPENDIX 30 : SUPPLEMENTARY RECOMMENDATIONS
Website:
Packaging:
Interview 1, Interview 3, Interview 5. Interview with the CEO