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Executive Summary
Zafino drives to translate its smaller scale operating capacity into an ability that allows the company to be far more responsive to the needs and expectations of customers, developing bags that directly meet lifestyle and career challenges and style aspirations in a manner outside the scope of larger brands, whilst concurrently exceeding the calibre of product retailed by smaller scale market participants attempting to captivate the same niche. Zafino aims to position its brand as the leading premium womens laptop bag for superior quality and style. The laptop bag market is currently dominated by a small number of brands catering to the utility requirements of purchasers, defined by a near exclusively male oriented aesthetic. Brands creating laptop bags for stylish corporate females are highly diffuse, have very low brand recognition, and largely place emphasis on cheap fashion with little regard for quality, durability or longevity. Critical objectives addressed by the proposed promotional activities have been identified as repositioning the brand, dramatically building brand recognition, forging a lifestyle affinity with the target audience, stimulating and driving a sustainable growth in sales, communicating and demonstrating the products defining attributes. This plan proposes to achieve these objectives by engaging with the target audience, providing visible and contextual triggers throughout the promotional period to provide the consumer with several touch points commensurate with instigating the execution of Zafinos objectives facilitating consumer engagement and action, through direct mail, social media, public relations, sales promotion, print and television advertisements; aligning Zafino with consumers career aspirations, lifestyle demands and social connectedness. Extensive research has identified the typical Zafino laptop bag owner and the most powerful motivations for her purchase; cognisant of the elemental impact of her product choices, adept at visual projections of her goal-driven lifestyle, perceiving the purchase of a Zafino laptop bag as an individualised expression of style and confidence, a marker of status and a reward for achieving a career milestone that signifies a sense of personal recognition. The demand for laptop bags is critically aligned to laptop sales. The current and impending launch of several new products by hardware vendors, the incremental and sustained growth of the Australian dollar, competition and innovation directed laptop market expansion and reduction in the purchase cycle all conspire to beneficially impact the inherent demand for Zafinos symbiotic product. The proposed promotional activities are structured to occur during the May June 2010 period, supporting the launch of Zafinos first David Jones retail concession and coinciding with consumers propensity for tax-effective expenditure during this time.
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Table of Contents
Table of Contents.................................................................................................. 3 1. Introduction....................................................................................................... 4 2. Analysis of Market Situation..............................................................................4 2.1 Competitor Analysis .....................................................................................4 2.2 PEST Analysis...............................................................................................4 2.2.1 Political......................................................................................................4 2.2.2 Economic...................................................................................................4 2.2.3 Social.........................................................................................................4 2.2.4 Technological............................................................................................4 2.3 SWOT Analysis..............................................................................................5 2.3.1 Strengths...................................................................................................5 2.3.2 Weaknesses...............................................................................................5 2.3.3 Opportunities.............................................................................................5 2.3.4 Threats......................................................................................................5 2.4 Market Position.............................................................................................5 2.5 Macro Environment Analysis........................................................................6 2.6 Micro Environment Analysis..........................................................................6 3. Target Audience................................................................................................6 3.1 Demographics..............................................................................................6 3.2 Psychographic..............................................................................................6 3.3 Geographic...................................................................................................6 3.4 Behavioural / Usage......................................................................................6 4. Direct Marketing Objectives...............................................................................7 5. Direct Marketing Strategies...............................................................................7 6. Tactics...............................................................................................................8 6.1 Direct Mail April 2010*...............................................................................8 6.2 Social Media April 2010..............................................................................8 6.3 Magazine Print Advertisements May to July 2010......................................8 6.4 Sales Promotion April to July 2010*............................................................8 6.5 Television Commercial May to July 2010....................................................8 6.6 Public Relations Host charity screening of Sex and the City 2 June 20108 6.7 Public Relations Fashion event at David Jones May 2010*......................8 7. Control Measures...............................................................................................9 8. Indicative Budget David Jones Fashion Event.................................................9
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1. Introduction
Established in 2007 as a manufacturer and retailer of high quality, high fashion, laptop bags for women, Zafino is currently placed at a critical juncture in its progression as a brand and as a company. Armed with the experience garnered over the last three years of operation, sustaining financial viability throughout the global financial crises, and perceiving a need to reengage with consumers as it relaunches its website and opens its first David Jones retail concessions, it is prescient for Zafino to now take the opportunity to move into the future and maximise the brands potential through a strong and effective coordinated promotional campaign.
2.2.2 Economic
Product is tax-deductible. Purchase cycle of product correlates to shortening purchase cycle of laptops. Current fluctuations in $AUD have made imported premium bags more affordable. Materials supply sensitive to shipping delays. Increase in female workplace participation. Increase in personalisation of corporate accessories. Consumers more willing to purchase a laptop bag that reflects a personal style, rather than just using the standard bag that accompanies laptop purchase. Increased confidence/uptake in on-line shopping. Demand for product dependant on demand for medium-sized laptops. Improvements in durability/sustainability/weight of alternative materials may impact consumer demand for leather. On-line sales require continued growth in uptake of broadband internet.
2.2.3 Social
2.2.4 Technological
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2.3.2 Weaknesses
2.3.3 Opportunities
2.3.4 Threats
Continued demand for product dependant on existence and ongoing demand for laptops. Established brands in womens handbags and luggage categories may introduce laptop bags in direct competition, capitalising on their brands lifestyle and status attributes. Mainstream laptop bag brands may introduce products positioned at the high-end, female market, capitalising on their greater brand awareness and broader distribution networks.
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3. Target Audience
3.1 Demographics
Zafinos key demographic is females, 25 35 years old, educated, employed, unmarried, childless, urban dwelling in metropolitan Sydney. Young Optimism, AB & C, style and fashion conscious, seeking to project the right image, on a clear career trajectory, keen to assert their corporate credentials, more confident in expressing their sense of femininity in the workplace yet cognisant of the importance of quality manufacturing techniques and textile integrity, adept at visual projections of their goal-driven lifestyle. The target audience reside in inner-urban Sydney. Sydney is also the focus of promotional activity. As a visible accessory that conveys a sense of the success and status of the wearer, the target audience perceives the purchase and utilisation of a Zafino laptop bag as an individualised expression of style and confidence, a marker of status and a reward for achieving a career milestone that signifies a sense of personal recognition demonstrating the ability to coopt a premium product they deserve that manifests a tangible signifier of their female empowerment; a defining point of difference, depicting corporate confidence and personal style an opportunity for personal expression and identity that transcends the corporate uniform.
3.2 Psychographic
3.3 Geographic
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6. Tactics
During the campaign period of April to July 2010, the promotional activity will be conducted as follows:
Purchase subscriber lists of Grazia & Marie Claire magazines, delete duplicates, direct mail a post card informing the recipient of the launch of the new Zafino website, upcoming Zafino hosted events & directing them to register their details through the website for product discounts, prizes & to be informed of future Zafino style events. Create Zafino Facebook page. Reference the link on the Zafino website & alert names in the database via e-mail. Direct people to join Zafino on Facebook & post a link on their wall & invite their friends; to keep informed of Zafino style events, offers & prizes. Half page print advertisements featuring Megan Gale as the face of Zafino, in Grazia, Famous, Madison & Marie Claire magazines during May, June & July 2010. Images used for the print advertisement will be from stills taken during the filming of the TVC. Through magazine subscription website magshop.com.au, via electronic direct mail offer new and existing subscribers discount on laptop bag purchase, with the incentive of offering three back copies with the new laptop bag of the magazine subscribed to. As additional support to the electronic direct mail, have a promotion link on magshop & Zafino website and Facebook page, and printed on new subscriber cards inserted in all ACP magazines. TVC promoting brand awareness & launch of David Jones retail concession, featuring Megan Gale as the face of Zafino. To air during May, June & July during 7pm Project, The Good Wife, Ugly Betty, NCIS, Masterchef and Medium, shows most watched by the target audience.
6.6 Public Relations Host charity screening of Sex and the City 2 June 2010
In conjunction with 2Day FM, Time Out Sydney, The Sydney Morning Herald, Skyy Vodka, Sunraysia Natural Beverage Company (cranberry juice retailer), Event Cinema & The McGrath Foundation, host a charity screening of Sex and the City 2, with all proceeds from the evening going to The McGrath Foundation.
To launch the opening of Zafino retail concessions at David Jones, Zafino, David Lawrence & David Jones host a fashion show at the Elizabeth St store showcasing the corporate Spring/Summer 2010 collection of David Lawrence, integrating the Zafino product range. Personalised direct mail invitations will be sent to Sydney David Jones account holders inviting them to the event & introducing them to the product. *=direct marketing activity.
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7. Control Measures
Unlike other promotional activity options available to Zafino, the impact and engagement level generated by direct marketing activity is able to be monitored and measured precisely. Click through sales generated by electronic direct mail can be tracked and measured for effectiveness and to monitor and determine the accuracy of the audience targeted. The effectiveness of the personalised direct mail can be determined by attendance at the invited event. Inclusions in the mail-out encouraging a direct response, either by interacting with the website, signing up to the Zafino customer database, or making an event specific purchase (ie offering an event specific discount), are further ways to measure the effectiveness of direct mail.
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