batiste
TRANSCRIPT
BatisteDry Shampoo
Dont Panic
CONTENT EXECUTIVE SUMMARY MARKETING OVERVIEW I. SOCIAL II. ECONOMIC III. TECHNOLOGICAL IV. COMPETITIVE V. REGULATORY COMPETITORS ANALYSIS SWOT KEY BUSINESS ISSUES PRODUCT POSITIONING 4 PS TIMELINE BUDGET
EXECUTIVE SUMMARY
Survey Findings
Target AudiencePrimary Target working and schooling women
aged 18-29 of all ethnicities
Target AudiencePsychographics
busy lifestyle
willing to spend on improving ones appearance
seeks convenience products.
Gen Y exerts inuence on music, sports, computers, video games, and cell phones
Macroeconomic Situation
Macroeconomic SituationFrom Recent Economic Development Report:
Singapores GDP growth will moderate in 2011GDP
is on track to grow by around 15% in 2010, and is forecast to expand by 4 to 6% in 2011.
Macroeconomic Situation
Consumer Condence
Personal Finance & Employment Prospects
Social Media
Increasingly utilised alongside traditional mediumsto market products.
Eg: Essentials used blog advertorials, facebook media and online contests to increase awareness among consumers.
Product Innovation
Product Innovation
Pricing
Entry
Existing Competitors Major Shampoo brands: Sunsilk, Pantene , Herbal Essences
Brands with dry shampoo: Klorane, Sephora, Psssssst Instant Spray Shampoo
Klorane
Product Regulation in Singapore
ANALYSIS
Competitors Analysis4 Ps
Competitors
Product
Price
Place
Promo
tions
Pantene
Shampoo
14 Day Supermarkets $8.95 -$10.90
Commitment Pharmacies
to Pantene
$6.70 -$10.90
Sunsilk
Shampoo
Supermarkets Pharmacies
n/a
Klorane
Dry Shampoo
$14.60
Pharmacies
Price discounts
SWOT AnalysisSTRENGTH WEAKNESSNiche product Relatively expensive Potential for larger market Poor branding in Singapore share Poor product placement
Convenience in using product
OPPORTUNITYA good chance in being the market leader for dry shampoo in Singapore
THREATSomewhat weary / ambivalent attitude towards dry shampoo Consumers may not trust the safety value of product
SWOT Analysis Summary
KEY BUSINESS ISSUES
Key Business IssuesLack of consumer awareness
and misconception towards product
Pricing
Availability and placement of product
Key Business IssuesHave you heard of dry shampoo? Yes50.1%No58.9%
Have you used dry shampoo before? Yes 14.3%
No 85.7%
Perceptual Map
PRODUCT POSITIONING
Product Positioning
Life Stage
Introduction
Life Stage
Introduction
4 PsProduct promotion price placement
4 PsProduct promotion price placement
PRODUCT
Key Message
Key Message
Repackaging
Repackaging
Repackaging
Repackaging air Refreshener H onvenient C leek S lim & Tall S- feminine
right colour B-attention-grabbing
4 PsProduct promotion price placement
PROMOTION
PROMOTIONADVERTISING PR SALES PROMOTION DIRECT MARKETING PERSONAL SELLING
ADVERTISING
Print Ad
Advertising ill feature a young W woman in only a towel around various parts of Singapore. ongue-in-cheek ad T concept =en>on grabbing A generate interest.
Print Ad
Magazine Insert
Magazine Insert
Magazine Insert
Magazine Insert
Magazine Insert
Magazine Insert ducate consumers on how to use our product and what batiste is all e about. ood avenue to raise brand awareness of our product. g In addition, our sample pack included with the magazine insert will encourage readers/counsumers to try out our product. As it would probably be our target audiences first time trying our product, it would increase the chances of them buying our actual product.
TVC
Scene
1 A sea of cubicles, only 2 people left
Scene
2 Girl receives a text
Scene
3 Load view, in/out tray.
Scene
4 Guy watching runway models online
Scene
5 9pm, girl removes her blazer for party
Scene
6 Girl takes out batiste spray
Scene
7 Girl massages dry shampoo in her hair
Scene
8 Guy notices as girl passes by his cubicle
Scene
9 Guy only sees her bare shoulders and assumes shes topless
Scene
10 Guy smells batiste scent and fantasises
Scene
11 Curious guy approaches girl only to realise she is fully clothed, girl looks bemused and walks away
Scene
12 Shot of batiste product on table and logo.
Interactive Media
Interactive Media
Interactive Media
Interactive Mediaan iPhone application will be made to complement this batiste spray device. FindBatiste will utilize GPS technology to find out the users location, and then pinpoint where is the nearest venue where a batiste spray device is available. This will increase the possible usage of the batiste spray device.
Interactive Media
Interactive MediaOur twitter page will be the best way to get updates regarding our events and new products. Any queries can also be answered almost instantly.
Interactive Media
PR
Outdoor - Roadshow
Outdoor - Roadshow
Outdoor - RoadshowOur roadshow will feature a group of young, attractive women roaming around orchard road in only a towel, appearing to be almost naked. It will generate interest among the crowd and media hype. At the same time, a vintage truck also with women in only a towel will be driving along orchard road. The truck will also end the show with a display at Plaza Singapura.
Outdoor
Outdoorlive version of our promo ad at ION Orchard - A young woman in only a towel spraying her hair with dry shampoo.
Direct Mailer
Direct Mailer
Spray booth
Marina Bay Sands
Strip Off NYE PartyIt will be an exclusive party with celebrities and people in the media industry all being invited to this party, which is being held at the Marina Bay Sands rooftop. The infity pool at the rooftop will be filled with bubbles (bubble bath) to complement our fun and cheeky brand look. Direct mail packs will also be sent to our guests. These direct mail packs will include a bathrobe with the guests name on it, a rubber ducky necklace with a personalized name tag, stick on tattoos that read get fresh with me or instant gratification and a yellow polka dot shower cap.
SALES PROMOTION
Point Of Purchase
Point Of Purchase
DIRECT MARKETING
OutdoorThis event will culminate in the women taking off their towel to reveal them in tube tops and shorts. Afterwhich these Batiste Ambassadors will go around educating people on our brand and product.
Strip Off EventAmbassadors will be at the party walking through guests and educating them more about our product This spray-through booth will be at the Strip Off NYE Event, and will be a object of interest during the party.
Personal selling
Point of PurchaseWill be available at various retails outlets, e.g. Watson, Guardian
Attention Grabbing display to pique customers interest
Promoter will attend to customers queries
4 PsProduct promotion price placement
PRICE
Price onsistent
C ame as the current market price
S ntroduction Stage
I
4 PsProduct promotion price placement
placement
Placement
PlacementBatiste spray device For our batiste spray device, we will be introducing spray devices in select female toilets all over Singapore. This willl encourage potential customers as they would be able to try out the product once via the spray device versus having to fork out money for an entire aerosol can. As mentioned earlier, an iPhone application will be available to complement this spray device. It will help users find the nearest spray device location
TIMELINE
TIMELINE
BUDGET
Product Revamp 25k
Advertising 215k rint Ad 40k P romo Ad 60k P ive Promo Ad 15k L agazine Insert 80k M Phone App 20k i
BUDGET
Public Relations 300k lashmob Roadshow 40k F YE Party 250k N witter Page 5k T acebook Page 5k F
Promotional 10k weepstakes 10k S
Placement 30k atiste Spray Device 30k BBUDGET
Placement
Product Revamp
Promotional
Advertising
Public RelationsAdvertising Public Relations Promotional Placement Product Revamp
THANK YOU