VIEWSPORT ProjectSpring Quarter

Yun Xin | Surbhi Modi | Pamala Wu | Jessie Lin | Muchen Zhang

Objectives

Revisit Segmentation & Value Proposition & Persona Marketing

Recommend Approaches to Enlarge Fan Base & Convert To Sales

Campaign Proposals

Pricing Strategy & Introduction to Pricing Experiment

Utilize Social Media Platforms

Understand what consumers like –Social media listeningSelect channels and deliver particular message to

Emphasize Life Style Brand

Rather than selling a physical T-shirt, it’s more valuable to sell a life styleFully utilizing Persona Marketing

Precise Segmentation & Positioning & Targeting

Find segments & Value propositionKey messages and particular marketing approaches

Ways to Enlarge Fan Base

High-Low Price experiment to test consumers’ willingness to payEg. Do different levels of promotions in the 1st week of each month and regularretail selling price in the rest of weeks to figure out the suitable price.

Set accordingly seasonal price based on consumers’ price sensitivityEg. Set regular retail selling price in winter on sleeveless T-shirts sinceconsumers have little choices and are less likely to compare the price.

Build panel database to study segment featuresEg. Provide less discount to less-price sensitive consumers.

Consumers need incentives to reorder. Give deeper % to those who areinactive. Even make phone calls to ensure consumer satisfaction.

Pricing Strategy

!

Athlete Professional

18~35 y/o

College Student, ProfessionalsLong-time training#Male>#FemalePrice-sensitiveCare about material of clothing

Revisit STP

Casual Sports lovers

18~45 y/o

Doing Sports for fun3-4 times a week to gym#Male ~ # FemalePrice-sensitiveCare about design & shape

Pay attention to Me Generation

26~35 y/o

Doesn’t care much about sportsA few times#Female > #MaleNot that Price-sensitiveLove trying & sharing new thingsSocial Applications Heavy users

They are intangible. Let’s find a way to visualize the segments.

Marketing Personas generates clicks & sales by raising resonant impact.

Personas make websites 2-5 times more effective and easier to use

Personalizing emails improves emails’ click through rate by 14%

& conversion rate by 10%

Introduce Persona MarketingTo visualize the segment and find a typical character.

Zoom In Segments& Persona Marketing

PersonaJason needs to train 10 hours a day to prepare for his annual Marathon Competition in April. He is quite aggressive to get a prize. Generally he wears the sports apparel that sponsor the competition or him. Sometimes, he needs comfortable and functional training apparels.

Value PropositionThis group of people care more quality than design. They arepotential ‘running advertising’. The advertising would reach long-lasting peak effect when he wins the or performs pretty great.

We provide you with functional apparels with high quality toensure supporting your best performance.

Athlete Professionals

Jason 21 y/o Marathon Runner

Casual Sports Lovers

Ashlee(26y/o) & Mitch(31y/o) LoversEnjoy healthy life.

PersonaAshlee and Mitch keep a healthy life, having organic & high-protein foods. They enjoy travelling. Ashlee usually gets the updated information through bloggers and Instagram. Mitch loves reading travelling magazines. Since they plan to participatein Color Run, they would like to buy cool and affordable apparels.

Value PropositionThis group of people care the quality of experience and healthy life. We provide you with econormical and high-qualityapparels to upgrade your entertaining life.

Pay Attention to Me Generation

PersonaGrace follows lots of fashion bloggers and loves being the first toshare orders. Grace also enjoys attending all kinds of events. Sheis kind of social animal that has kept Instagram, FB, Twitter andSnapchat. She is always seeking for apparels to get her morefantastic and show her personality.

Value PropositionThis group of people care the recognition of themselves. They areword of mouth spreaders. They love sharing their lives.

We provide you with the opportunity to be on the cutting edge offashion and new things.

Grace 33 y/o Interior designerLove fashion, social events.

Marketing Channels

Sponsorship: Co-brand with brandsi.e.Fitbit, Apple, GoPro, etc

Online: Instagram & FB &

www.dealmoon.com

Offline: Tailored Invitation Letter to NPD

Athlete Professional

18~35 y/o

College Student, ProfessionalsLong-time training#Male>#FemalePrice-sensitiveCare about material of clothing

Casual Sports lovers

18~45 y/o

Doing Sports for fun3-4 times a week to gym#Male ~ # FemalePrice-sensitiveCare about design & shape

Pay attention to Me Generation

26~35 y/o

Doesn’t care much about sportsA few times#Female > #MaleNot that Price-sensitiveLove trying & sharing new thingsSocial Applications Heavy users

Sponsorship : i.e. Flower City Marathon, Color Run, etc.

Online: Instagram & FB &www.tripadvisor.com

Offline : Tailored promotion/award card

Sponsorship: i.e. Annual Marathon, Professional Athletic events, YouthProgram, etc. Online: Athlete topic websites

1.Sweat it Out

3.Sweet and Sweat

2.10s Take-Off Cloth

Spring Work Out Program

Sweat it Out!

Duration: A month (July’16)

HOW: Educate target audience with different types of exercises they can do while wearing Viewsport

OBJECTIVE: Create a brand image towards exercising and maintaining a fit body while endorsing the brand

FREQUENCY: 1 Post every Wed & Fri for the duration

OTHERS: Shots to be in Viewsport merchandize

Post Drafts

viewsport #Bend&Kick! Start your spring fitness routine today. Bend your right knee out and side kick left leg. 30 reps both sides will help tone those problem areas.

viewsport Aim for killer abs by doing these effective #pushups. Repeat and prepare to sweat in your favorite #viewsport tank.

viewsport Include double snap jump burpees in your daily fitness regime to get a toned body .

viewsport X-hops help in toning your bottom. Follow thisto keep your health-driven New Year’s resolutions.

viewsport Get back in shape with these Double pulse Sumo squats and aim for those enviably toned muscles.

viewsport Winter is over, so get back on the fitness train and stop making excuses to pardon yourself from working out. Buy a new #viewsport active-wear tank and leggings to motivate you and break a sweat in style this season.

YOU ARE SWEET & YOU CAN SWEAT.

HOW: Post 2 images, one for a daily casual look and one for gym style

OBJECTIVE: Utilizing the only one-letter spelling difference between “sweet” &“sweat” provides women with the opportunity to show themselves.

OTHERS: Shots to be in Viewsport merchandize

Duration: A month (Aug-Sep’16)

YOU CAN SWEAT.

YOU ARE A SWEET

10s to take off cloth Competition

Duration: A month (Sep-Oct’16)

HOW: Mimic how the model did in the video & participate in the competition

OBJECTIVE: We are catering the fact that consumers are tending to be recognized.People like to show their outcome of fitness.

OTHERS: Shots to be in Viewsport merchandize

Click on the Pic to Play

We are willing to help you.

Thanks for your support

Yun Xin | Surbhi Modi | Pamala Wu | Jessie Lin | Muchen Zhang