secret garden facial range 1.6

8/8/2019 Secret Garden Facial Range 1.6

1/94

Secret Garden Facial Range

More-Than-A

Communications Launch Plan1stJune 2007


2/94

360O

Media& ContentPR

Activation

Route tomarket

AmplifierProgram

Trade

ATL/BTL

Sales

Promotion

Agenda


3/94

Background

Johor Corporation wishes to venture into the Personal Caremarket with the objective of becoming one of the key players inFMCG. The entry will be via the launch of a new umbrellabrand into the three key categories:

1.Hair

2.Body

3.Facial / Skin care.

The Secret Garden range of shampoos and body washes waslaunched in September 2006. The facial care range howeverwas only exposed as part of the range but not physically

launched.The plan now is to launch the range in May and June 2007with above and below the line support.


4/94

Introduction

This presentation is prepared in response to thetype-written brief by Cik Shafinaz of The Worldof Secret Garden Sdn Bhd.

Inside, Agency has developed withrecommendations on the best means tocommunicate and grab attention during launchand

Creating a compelling story to generate shelf off-take


5/94

Issue

We must reverse the perception: Trade: Kerepek Company

Consumer: Another local brand

Stake holders: Low performance ratio


6/94

Learning

Big brands put big bucks behind them to support andcreate the big brand persona! P&G puts in a staggering amount of funds behind their new

brands and drive brands

Category leadership Activation

Brings your product and brand to the hands of the consumer

Media Fatigue Strategy Perceived Noise level creates the perception that we are

everywhere PR

Brings the brand to a different light


7/94


8/94


9/94


10/94

Competitive Frame

Olay Moisturizing, whitening and anti aging Ponds Whitening and moisturizing Fair & Lovely - Whitening LOreal Whitening and anti aging

Safi Halal & whitening Garnier Pure, fresh, nutritionist and lift Nivea - Whitening Biore Whitening and acne

Clean & Clear Specialist cleanser Clearasil Clinical tested


11/94


12/94

Dipstick: Sample

N = 10 respondents 5 Chinese / 5 Malay

Age : 18 25 years old

Residing in KV Via phone & face to face


13/94

Dipstick: Findings

Our check shows that females tend to change their facialcare products after finishing the current product. Usuallyfrom 1 to 2 months depending on their usage frequency.

Females are constantly searching for the fountain ofyouth from the wide selection of brands. And especially

now, as they become more informed, will check for: Ingredients List No animal testing No alcohol

Celebrities endorsement and WOM also influence theirdecision.

Brand choice are usually according to their skin problemand the price point (affordability).


14/94

Dipstick: Top-line

First mention of brands: Ponds, Olay, Safi,Eversoft, The Skin Food, Neutrogena, Clean &Clear, SK II, Kose & LOreal. Probable switching factors are:

Lancome Impressed by the magazine ads

SKII - Impressed by the TV ad

Kose - Impressed by magazine ads and friend

The Body Shop Natural ingredients driven and the packaging

Loyal to current brand:Olay - Value for money

SKII & Neutrogena Solved facial skin problems


15/94

Psychographics

Izra, 25 years old, works for IBM as a marketing executive. Fresh out of UM,IBM is her first job. Izra earns RM 2,500 and is still single.

Young, outgoing and well-informed of the latest fashion, gadgets and thegoings-on in the World. Izra keeps abreast of fashion news via reading,internet and her contacts both locally and overseas.

Being single and young, shes in the market looking for companionship. She

does her fair bit of clubbing. She flashes her looks She spends part of her salary on herself while keeping 50% for her car,house and groceries. She drives a Perodua Kelisa, rents a house with herother 2 girlfriends and usually grocery shops on weekends.

She spends weekends lazing about the house and cleaning it when neededbefore heading out to the shopping mall for window shopping making aconscientious list of to-buy-things come pay day.

Brands are important to her purchase decision as well as price. While sheappreciates and aspires to own the finer things in life, shes a realist.

She would wear clothes from MNG, Zara, Esprit. Shoes from Vincci.Cosmetics from LOreal and Lancome.

She visits her hair stylist once a month, replenishes her skin care andcosmetics when needed.

Izra is one of our typical Target Consumer.


16/94

Consumer Insights

Usage: 8-10am: Cleanser, Toner and Moisturizer

11am-3pm: UV protector

8-10pm: Cleanser, Toner, Moisturizer and Eye Serum

Brand Loyalty: Switch brands frequently; After 2 months because facial problems not been solved or

product immunity.

New products/brands

Recommendations by friends Pricing: Would spend more if the products show result


17/94

Natural

ClinicalDermatological

Science

Secret Garden

Clean & Clear

LOreal

Neutrogena

Clearasil

Clearasil

Ponds

Safi

I Green

Follow Me

Nivea

Olay

Biore

Garnier

Positioning Matrix


18/94

Positioning

Secret Garden Facial Care Range is positionedas The science of replicating time-honored natural &

trusted beauty secrets that enhances the beautyneeds of todays modern women


19/94

Basic Care

Hydrating facial cleansing emulsion(for normal to dry skin)

Positioning statement:

Gentle facial cleanser that clears dirt ,leaving skin clarified ,revitalized and softProduct Benefits

Skin feels and looks deeply cleansed

Revitalizes and softens skinIngredient benefits with cucumber, seaweed and sweet almond oil

cucumber = moisturizing

seaweed = revitalizes and soften skins, helps to retain water

sweet almond oil = moisturizingProduct format emulsion = to help skin retain its natural moisture after washing,washing product has to be mild enough for the skin to wash off the dirt.

Usage and Application Apply to damp face and throat.

Rinse well with warm water.Use a.m and p.m

Where it falls in the rituals This is the first in the cleansing ritual.

It is followed by toning and moisturization.


20/94

Basic Skin Care

Refreshing facial cleansing gel(for oily and combination skin)


Facial cleanser gel blend of fruit essence that normalizes oil skin,leaving skin feeling fresh anduplifted.

Product Benefits

Establishes and maintains a balanced skin condition

Helps purify and dissolve surface oil

Product Benefits

With lemon, apple and bergamot

lemon = anti septic and astringen

apple = beneficial for oily skin, to get rid of access oil

bergamot = anti septic, astringent

Product format

Gel to help clean face of excessive oil, leaving skin feeling fresh and uplifted

Usage/Application

Apply to damp face and throat.Rinse well with warm water.

Use a.m. and p.m.

Where It falls in the ritual

This is the first step in the cleansing ritual.It is followed by toning and moisturization.


21/94

Basic Skin Care

Purifying facial cleansing foam(for sensitive skin)


Facial cleansing foam to clear the skin from impurities, rejuvenates and soothes inflamed skin andre- hydrates dry skin

Product Benefits reduces inflamation

Skin is soft,hydrated and illuminated.

Product Benefits patchouli = rejuvenates cells, treats acne and eczema

sandalwood = treats dry, chapped or inflamed skin

Product format Clear the skin from impurities easily, without leaving taut feeling

Usage/Application Apply to damp face and throat.

Rinse well with warm water.

Use a.m. and p.m.

Where It falls in the ritual This is the first step in the cleansing ritual.It is followed by toning and moisturization.


22/94

Basic Skin Care

Soothing Rose water toner(for all skin types)


Soothing Rose water toner helps balance and hydrates leaving skin soft and refreshed

Product Benefits Evens out skins redness

Reduces surface irritation.

Product Benefits rose water = astringent, cooling, healing and rejuvenating

Witch hazel = heals, moisturizes

Product format Liquid

Usage/Application Mist face and throat after cleansing.

Use a.m. and through the day as needed.Follow with all MoisturizerWhere It falls in the ritual This is the first step in the cleansing ritual.It is followed by toning and moisturisation.


23/94

Basic Skin Care

Skin Lightening Moisturizer(for all skin types)


Skin Lightening Moisturizer hydrates and lightens skins shadesProduct Benefits Skin looks healthier and more radiant

Lightening formula rebuilds skins moisture while lightening skin tone.

Ingredient Benefits areca catechu = moisturizing, hydrating, increase skin elasticity and reduces sings of aging

jojoba oil = this oil resembles the skin sebum oil. It is highly effective in moisturizing dry skin

Product format Liquid

Usage/Application Apply on face and throat.

Use a.m. and p.m.Where It falls in the ritual This is the final step in the skin care ritual.It is follows cleansing and toning.


24/94

Brand House

Facial Care

The science of replicating time-honorednatural & trusted beauty secrets that enhances

the beauty needs of todays modern women

10 index points above local brands and 10 index points underCosmetics brands

All good stores

Beauty is within yourself


25/94

Brand Values

Trusted(Generations)

Heritage

Wellness(Application)

Beauty

Science(Formulation)

Efficacy

Natural(Remedies)

Benefit


26/94

SG: Traditional Science.

Beauty Formulated

OBI: Modern Answer to Age Old Beauty Secrets

Emotional Benefit:

Trusted

traditional ingredients

help cleanse the body

Rational Benefit:

Traditional

remedies mean

I get results

RTB:

Pure

Trusted

Natural

RTB:

Trusted

Tested

Natural

Rational Benefit:

Traditional oils and

ingredients have been trusted

& used for generations

Emotional Benefit:

Beautiful shiny hair

is the crowning glory

of my Natural beauty

RTB:TrustedNatural

Ingredients

Rational Benefit:Natural Derived

Ingredients

Consumer Insights: Local consumers belief in traditions

and trust traditional remedies/beauty therapies

Body Wash Hair Care Skin Care

Emotional Benefit:

Natural ingredients

Protects &

beautifies my face


27/94

Brand Essence

OBI: Modern Answer to Age Old Beauty Secrets

Emotional Benefit:

I know of proven & trusted traditional ingredients for my wellbeing

Rational Benefit:

Trusted traditional remedies have been carried from

generations to generations

RTB:

Only proven pure natural and trusted ingredients are used

Consumer Insights: Local consumers belief in traditions

and trust traditional remedies/beauty therapies

Body Wash Hair Care Skin Care


28/94

DUI

Data1. I know of certain natural

ingredients used by myforefathers but I dontknow how to make it.

2. Ive known of certainingredients but I do not

know what it can do forme

3. Even if I know theingredients, Im not sureof the composition

4. I believe in theingredients efficacy but Ido not know how it lookslike

5. If theres a convenientsolution to this remedies,

ill try

Understanding

Consumers will believeif they see it

Consumers are looking formodern solutions totraditional remedies

Insights

I believe that this trustedingredients in SG will makeme radiantly beautiful

TrustedIngredientsFromGenerationsWork for me


29/94

Pricing Index

Olay: 10%> Ponds: 10%> Fair & Lovely: 20%>

LOreal: 20% Nivea: 10%>

Biore: 20%> Clean & Clear: 10%> Clearasil: 20%>

SKII - 200

Biotherm - 150

Lancome - 139

Aesop - 100

Origins - 120

Kose - 80

Clarins - 80

LOreal - 15

Safi 12.90

Gervene 11.80

Clean & Clear

10.90

Nivea 10.50

Olay 9.90

Garnier- 9.90

Ponds- 9.00Fair & Lovely - 8.90

Biore 8.90


30/94

Brand Pyramid

RM 8

RM 200

SK II

Biotherm

Lancome

Aesop

Origins

Kose

ClarinsLOreal

SafiGervene

Clean & ClearNivea

Olay

GarnierPonds

Fair & Lovely

Biore

RM 10

RM 100

RM 11 RM 12 Secret Garden


31/94

Tea???


32/94


33/94

Equating Adex to Market Size

Market Size: RM 350M

Total Adex for this category: RM 122M RM 0.34 per market share point/SOV


34/94

Objective

To successfully launch the SG Facial Carerange and generate immediate shelf off-take

Longer term, to command a 2% (RM 7m) market

share of estimated value of RM 350m


35/94

Strategy

Launch: Within 6 months Benefit driven campaign

ATL/BTL

On ground activities

Mid Term: Within 12 months Sustenance campaign and as a pre-cursor to SPA

Longer Term: Within 24 months

Launch more SPAs ATL/BTL

On ground activities


36/94

Snapshot of Activities

SG Brand Plan

TTLTVC & Sponsorship

/Radio/Press/Magazine/Billboard/Contest

POSM

TradeMerchandising

PromoterShopper Marketing

with Watsons

Route to marketTrade Event - SPA party

Beauty SPA Beauty Retreat

Activation/

Engagement


37/94

Communications Plan

Brand Imagery: TVC & Billboard

Brand dialog: Press & Magazine

Brand Reinforcement: Radio


38/94

Communications Strategy

Grab Attention Provoke consumers to re-look at their beauty

potential

Not borrowed or testimonial but real

Youre Beautiful!!!


39/94

The Big Idea

Positioning:

The science ofreplicating time-honored natural& trusted beauty

secrets thatenhances thebeauty needs oftodays modernwomen

Traditional Beauty Science for real people

Promise:

The first step to

a flawless you

RTB:

All naturally

derived ingredients

Value:

Natural

Science

Wellness

Trusted


40/94

Consumer Benefit

Real people can be models too Naturally derived ingredients

Brand Values: Natural, Science, Wellness and

Trusted Positioning: The science of replicating time-honored

natural & trusted beauty secrets that enhances thebeauty needs of todays modern women


41/94

Tagline

Traditional Science. Beauty Formulated


42/94

Creative Expression

Down to Earth


43/94

Smoke Break

Sponsored By Dunhill


44/94

Media Strategy

Launch: Within 6 months Front load media budget to achieve high awareness

and OTS

Mid Term: Within 12 months Sustenance campaign and pre-cursor to SPA

Longer Term: Within 24 months Launch more SPAs and a SPA Retreat


45/94

Media Flighting: Launch

Media Jul Aug Sep Oct Nov Dec

TV

Radio

Press

Magazine

Billboard

Contest

Heavy Sustenance


46/94

Media Buy Ideas

Targeted female magazines English & Malay titles

Co-op subscription drive Subscribers discount

TV Programs Female Skewed Buy programs not TARPs

Radio Evening drive time sponsorship

DJ Live read Call in for a SPA Contest


47/94

Creating Our Own Media Content

Use the media to create top-of-mine in

a reality show format


48/94

Creating Media Content

Theme: We Groom You, brought to you by Secret Garden Rationale: Only Secret Garden can groom you

Secret Garden will be title sponsor Malay title

With English subtitling

Public vote via SMS TV Programming

TV3 to coordinate program 13 week program

Co -Sponsors Celcom: Official MMS Ayamas: Official TV food Pepsi: Official drink


49/94


Prizes: Glamour Contracts Miss Glamorous

Contract with TV3, Puncha Delima & Bollywood

Miss Personality Employment at Secret Garden

Miss Beauty Perfect

Contract with Pesona Pictures Miss Elegant

Contract with fashion house

Miss Natural 1 Year Contract with Secret Garden

Miss Congeniality Promoter contract with Secret Garden

Miss Photogenic Contract with photo studio


50/94


How to enter: Just buy any Secret Garden products and SMS barcode with details A reply with a secret code no will be provided for participants to mail

their photographs & videos 100 short-listed participants will be invited to Pentas TV3 for the judging

How to win: Most SMS votes per category will win

How to vote: Anyone can vote as long as 18> yo All SMS must be sent to 36888

Judging:

The most SMS per category Judges: 11 people: 1 from production house, photographer, film director, En

Razin, 2 people from Secret Garden, PR, Seers and TV3


51/94


Opportunity: A content that can be tailored madeto our advantage and amortized by co-sponsors

Nett-nett: A viable sponsorship that will lift the

brand to a level of International Standards


52/94

Shopper Marketing


53/94

Strategy

Deploy a shopper marketing program with Watsons as aspearhead and for learning (to negotiate with the trade infuture). A win-win-win situation for us (sales), trade(profits) and consumer (value) Skew towards Female Malays aged 25 above

Use cleansers as the drive product To dialog and educate consumers on the benefit of Secret Gardens

natural formulation

Create a natural feel within the outlet that will engage consumersand drive brand dialog


54/94

MO

34 Watsons outlets in KUCs Malay Skewed

Promoter & plano-gramming may vary to suit population/raceskew

2 weeks Bundling: Cleanser with toner/moisturizer

Upon single receipt spent of RM 30, RM 5 discount voucher topurchase any Watsons product


55/94

Shopper Marketing - Watsons

Touch-points -Key outlets

Watsons The Mall Watsons Berjaya Megamall

Kuantan Watsons Gurney Plaza Watsons Times Square

Watsons Alpha Angel Watsons Summit ParadeComplex

Watsons Ampang Point Watsons Plaza Angsana Watsons Alamanda Putrajaya Watsons Central Market Watsons Taman Universiti

Skudai Watsons Leisure Mall Watsons Prangin Mall Watsons Holiday Mall Watsons Jusco Kepong

Watsons Kuantan Parade Watsons Cheng Lock Watsons Ipoh Parade Watsons KLCC Watsons Kinta City

Watsons Bandar Utama Watsons Plaza Buditama Watsons Mines Shopping Fair Watsons Metro Kajang Watsons Wetex Palaza Muar Watsons Kota Raya Complex Watsons Complex MPKS Watsons Megamall Penag

Watsons Seremban Terminal 1 Watsons Mahkota Parade Watson Mid Valley Watsons Sg Wang Watson City Square, Johor

MO


56/94

MO Snapshot

ConsumersEnter

Watsons

Grab Attentionof Consumers

Gondola EndPromoter

Approachesconsumers

Explains theproduct &

generate sales

Lets theconsumer try

Consumerspurchase

ConsumersCollectreceipt

ConsumersSurrender their

Receipt forDiscount voucher

$Consumerrepurchase

ConsumersExit outlet

Consumers

Nopurchase

Aware of product/brand

Reward Me

Attract Me

Inspire Me

Navigate Me

Reconcile dailySales

Reach

Conversion


57/94

Promoters

Pre-requisite Height: 5 3 above

Age: 21> to 30

Sex: Females

Proficiency of spoken languages: Malay/Chi/Eng Race: Malay & Chinese with good complexion

Remuneration: RM 1K

Targets: Daily 20

Work days/time: 11am to 9pm Rest on Tuesdays

Duration : 2 weeks

Local promoters will be deployed for dialects and local understanding


58/94


59/94

Plan A

Invite buyers from IKAs/RHTOs and the mediafor a memorable night: Create a Garden of Enchantment decked with

mirrors set against a poolside environment. Music ala baroque

Wine, soft drinks and cigars will be served

Entertainment by Adibah Nor


60/94

Plan B

Sell the brand as a franchise Create your springboard for the brand and products

Franchisers will become your brand advocates anddistributor

By state foot-printing

Pre-paid investment to Secret Garden and assured monthlythru-put sales

SPAs will be used for brand experience and sell in to

RHTOs Minute SPA counters at RHTOs

Bigger space = visibility


61/94


62/94

Financial Support

Leverage J Corp strength Size

Part of SME program

Financial backing Back to back end-financing for franchisee


63/94

Snapshot

Franchise

Create

our own

stores

SG

Spas

At

KUCs

B2CImagery

& Experience

Flagship

stores

Consumer

engagement

Bringing Alive

The brand

potential

B2BTrade sell in

InviteBuyers

To

experience

Sell inRHTO

Minute spa

program

Take

orders


64/94

Overview

Franchise Secret Garden Brand & Products

Springboard for Facial Care

Prudent route to market tactics

Secret Garden SPAs

Legitimizes the brand as a serious player


65/94

Overview

Franchise Secret Garden Brand & Products

Springboard for Facial Care

Prudent route to market tactics

Secret Garden SPAs

Legitimizes the brand as a serious player


66/94

Beauty Retreat

Identified places: Port Dickson Sea front

Cherating Pristine sea front holiday spot

Sepang Nearing KL Shah Alam High catchment

MO A place for those who want to relax and be beautiful

ala naturally A rest relax place

A beauty haven


67/94

Toilet Break?


68/94

On Ground Activation

Disruption


69/94

Activation

Flawless withSecret Garden

Minute Face SPA Roving Promoters Brand Amplifiers PartiesMobile Beauty

SPA


70/94

Touch points

RHTO/IKA Giant

Carrefour

Jusco

Tesco Watsons

Guardian

Cold Storage

LKA Billion Bintang

Introduce Minute Face SPACorner

TM


71/94

Activation



SPA


72/94


73/94

Activation



SPA


74/94


75/94


76/94

Brand Amplifiers

Persona Amplifier program

Monthly salaried with travel, entertainment and clothingallowance

Beautiful people x 10 Given a Secret Garden branded Perodua VIVA to drive

around

Generate face to face sales

Target of 50 per week Support sales team

Sales pitch to consumers: Secret Garden Beauty SPA (Later)


77/94

Activation



SPA


78/94

Secret Garden Parties

Get together of like-minded people Emulate Tupperware parties MO

Poolside parties

Condo or membership clubs


79/94

Activation



SPA


80/94

Mobile Beauty SPA

Deploy a mobile truck fully equipped with beauty SPA Touch points: IKA/RHTO/Shopping Malls

Period: 6 Months

Geography spread: KUCs/Ex KUCs

Promoters will rove in outlets and create curiosity anddialog with potentials A double sided mirror; one side will show exact reflection and

the other a convex reflection showing the impurities on your face Females loves to flaunt, adjust or simply admire themselves in front

of mirrors

Get RM 5 Vouchers to purchase Secret Garden products Subject to buying the full set of 5 items


81/94


82/94

Contest

Reward your consumers and they willreward your brand with their heart and

soul

C t t


83/94

Contest

Overview Name: A Glamorous Life

Buy Secret Garden Facial products to enter Cut or peel out the logo as Proof Of Purchase

Answer 3 questions and attach your latest full lengthphotograph with the POP

Win a weekend shopping spree package worthRM20,000

Shopping for a day with RM 10,000 spending money

Limo service Candle light dinner with your friend

A nights stay at Seri Carcosa

O i


84/94

OverviewPrint Ad

3 Cleansers 1 Toner 1 Moisturizer

TVC

Radio

Postcard

Launch PR

Benefits &Ingredients Story

Bus Shelter

Bus Ad

Billboard

LRT Ad

Car Design

Brand Activation

Programs

Van / Container

Snow WhiteContest

Permanent DisplayFloor Display

Semi PermanentDisplay

Block Display

Shelf talker

Side Blades

Combo Packs

Promotion

Trade Pack

Trade Contest

Trade Kit

Trade Launch


85/94

Public Relations

Spreading the good news

S f k


86/94

Scope of work

Tracking All PR activities of competitors

Dissemination

Choosing right medias to feed positive information Content creation

Create events/content for sponsorship eg. Concerts byupcoming artiste

Trade Bonding Regular meet up sessions with buyers etc


87/94

Lunch coming soon

Investment


88/94

Investment Media RM 2,050,000

TV RM 1,000,000 Radio RM 200,000

Press RM 250,000 Magazine RM 250,000 Bus Shelter RM 200,000 LRT RM 150,000

ATL Production RM 457,000 TVC RM 200,000 Radio RM 21,000 Print RM 85,000 Billboard RM 21,000 Bus Shelter RM 60,000

LRT RM 70,000 BTL Production RM 460,000

POSM RM 200,000 Merchandizing RM 200,000 Ambient RM 50,000

Investment


89/94

Investment Trade RM 200,000

Launch Event RM 150,000

Trade Kit RM 60,000

Route to market RM 50,000

SPA TBA

Spa Retreat TBA

Minute SPA KIT RM 50,000

Activation RM 125,000

Promoter Force RM 75,000

Peripherals RM 50,000

Contest RM 105,000

Prizes RM 10,000

Logistics RM 15,000 Collaterals RM 30,000

POSMs RM 50,000 Shopper Marketing RM 100,000

Promoters RM 50,000 Merchandising Materials RM 50,000


90/94

D li bl


91/94

Deliverables

SOV: 1.68% against 2007 figures RM 2,050,000 vs RM 122,000,000

Or 6% vs RM 30,499,999.98 (RM 10,166,666.66 per month)

Top-of-mind: Within 3 months unaided brandawareness

Aim: 2% Market share RM 7,000,000 vs RM 350,000,000

Distribution: 100% IKA/RHTO

Potential Reach: Urban 70% female

S iki f A ti iti


92/94

Spiking of Activities

Jul Aug Sept Oct Nov Dec

Comms CampaignWe Groom You

Shopper MktgContestTrade PromoTrade/Media launchMobile Beauty SPABrand Amplifiers

S h t


93/94

Snapshot

Minute Facial SPA

Roving Promoter

Brand Amplifier

Contest

Parties

Mobile Beauty SPA

Content

Street Party

Flawless with

Secret Garden

ATL

BTL

Merchandising

POSM

Shopper Marketing

Positioning

Brand House

Brand Architecture

Pricing Index


94/94

Thank You

secret garden facial range 1.6

Documents