Post on 13-Apr-2017
transcript
reflecting the aura in you..
SWOT Analysis
Strength
•Women oriented product
•Easily Attracted to the TG
•Niche Audience
•Distinct USP
•Creative & Unique Design
•Quality and good product life
•Diversified Group
•Designs that are comfortable to wear
•Emotional Bonding with jewellery
Weakness
•Market Saturation
•Already existing powerful brands Aashique Creation,Croma Art,Alex Jewellery,LNG Impex ,Vivah Creation,Mirraw,Voylla VastradiJewels
•Sellers through Online Ecommerce Webistes
Flipkart, Snapdeal, Amazon, Ebay, Crafstvilla
•TG consisting of Niche Audience
•Imitation Jewellery rapport
•Price
•Longitivity
•Lack of Physical store
SWOT Analysis
Weakness
•Market Saturation
•Already existing powerful brands Aashique Creation,Croma Art,Alex Jewellery,LNG Impex ,Vivah Creation,Mirraw,Voylla VastradiJewels
•Sellers through Online Ecommerce Webistes
Flipkart, Snapdeal, Amazon, Ebay, Crafstvilla
•TG consisting of Niche Audience
•Imitation Jewellery rapport
•Price
•Longitivity
•Lack of Physical store
SWOT Analysis
Opportunity
•A high end imitation jewellery product
•Feel and Look as good as original
•Fashion statement
•Aggressive Purchase due to new and constant change of designs
•Trendy
SWOT Analysis
Threat
•Stiff Competition
•Luxury Brand segment are hard to establish in the market
•Brand loyalty by consumers
•Shopping habit of the TG
•Availability of the Product
•Limited Flexibility in Pricing
•Only 0.3% people buy jewellery online
SWOT Analysis
OVERVIEW OF THE PLAN
Media Execution
Media Objective
Media Mix
MEDIA OBJECTIVE
•Brand Awareness Market Awareness amongst the TG
Successful Brand positioning of Brillar Jewels as a high end niche imitation jewellery maker and distributor
Word of Mouth Publicity as World Class Imitation Jewellery maker
Journal write ups and expanding the reach of Brillar
Digital Marketing
SEO and search engine rank of Brillar
Email Marketing will act as a major tool
Magazine ads
CSR
PR
•Brand Positioning/Image Sell the Brand not the Product
In the luxury space, you should be selling your brand’s core values in order to attract customers because people won’t but a product just by clicking on a link.
You need to make them aspire to associate with your brand. Let me take you through the content activities of each brand.
Successful brand placement through establishing the brand name in the market rather than product wise
Sentiments around these(jewellery) brands are mostly positive in nature with very little negativity.
When you are positioned well in the luxury segment, there is very negativity about the brand.
MEDIA OBJECTIVE
•Brand Management
Developing the Market rapport of Brillar Jewels
Customer engagement
Customer feedback
Campaign segregation and duration management
Market Insight
Reviews of the product
MEDIA OBJECTIVE
MEDIA MIX : Digital Marketing Facebook ,Twitter, Instagram, Pinterest, Google+ (SMP) Duration : Lifelong starting from November SMP page creation and management SMP like, follower number should be in lakh Sponsored posts Posts with Brillar product line (Daily with tweaks ) Limited edition products needs to boosted more Maintaining the Brand Image of Brillar as a high end Jewellery product Arranging Media Events and CSR activity and posting the outcomes of the programme in SMP Garnering reviews from Fashion designers and jewellery makers and posting the same Short video of How people are connecting with the brand in a emotional way Rigorous promotion of the product on the decided USP Storyboard build up and maintenance and post accordingly
MEDIA MIX : Email Marketing
The most Cost effective form of Marketing till date
Exposure to huge number of people at once
Mailers sent to 1-2 Lac people at once
Sending mailers with product lines and direct link to the website from the HTML webpage
Running campaigns and informing customers about new line of products
Newsletter subscription is must to accumulate more number of Mail Ids
Website should contain subscription options right at the start up
If the parent company do not have a database, affiliate marketing needs to be done on purchased database
Running 1 campaign/week for the initial 60 days
Pushing the campaign to 2 campaign/week
Using third parties like MailChimp,Juvlon,Netcore to shoot bulk mails
Will generate maximum number of enquiries and also linking SMP links of Brillar Jewels in the mail body
Example of Mailer :
Posting ads in high end magazines available in India
Reaching out to Target Audience through the same
Ads should be simple not too clustered showcasing the brand as a high class product rather than low end Imitation Jewellery
Example :
Media Mix : Magazine & Newspaper
MAGAZINES
Media Mix : Search Engine Ads
Google Ads (will include Brillar product line with website link)
Yahoo Search Ads & Yahoo Native Ads
MSN – Bing Network Advertising
Exhibitions of Product in any five star property with prominent personalities from the Fashion Industry
Only by invitation
Recording real time expressions and showcasing them in form of Print ads or Video ads
Publishing the event activities in all the SMPs
Being an high end product Brillar can offer gits on various online booking portal to customers buying or using Brillar Jewels
For Example :
Snippet Ideas
Along with own e-commerce website selling a few range of products can be sold via the following e-commerce portals:
E-Commerce
ADVERTISING OBJECTIVES
Create awareness for new products
Inform Consumers
Of product features and benefits
Price changes
Important for building primary demand
Persuasion
Build brand preference or change buyer perceptions
Especially important for building demand in competitive markets.
Maintain top-of-mind awareness
OVERALL COMMUNICATION OBJECTIVE
To increase brand
equity by informing
target audience that
Brillar Jewels are the
new imitation
jewellery makers and
suppliers with high
end product
Pitch as one stop
fashion and imitation
jeweler shop
Strategy
Anticipation
Create anticipation and
expectation
Seed news amongst key
audiences
Impact
Make a forceful opening impact
Showcase the key strength
Affinity
Aggressively promote the
service
Explore a multitude of feature stories and
contextual trends to sustain editorial
exposure
Target Market
Quantitative Measures
Reach: the percentage of people in the target market who are exposed to the ad campaign during the defined time duration *70% of the target
market during the first three months of the campaign
Media Decisions Frequency: A measure of
how many times an average individual in the target market who have been reached .
EVENT AND PR
Increase target market’s
participation with Brillar
Jewels through events like
launch
Events will give Brillar
Jewels makers to interact
with there consumers and to
showcase what they do .
Will Increase communication
between consumer and client
BUZZ MARKETING
To create hype among target market
before campaign officially launches .
Word of mouth will help spread a
positive media attention towards
Brillar Jewels MANAGEMENT
Online reputation management and PR
will help generate positive media
attention towards Brillar Jewels MANAGEMENT
ADVERTISER FUNDED PROGRAMMING
Create a half hour episode on a business channel, highlighting the company, it’s
products & Services, the management, the affiliations etc.
The programme will be hosted by a prominent journalist (can be a celebrity too)
The channel will shoot the rushes according to the brief received from Brillar
Jewels
The programme will be promoted on the channel, as well as on other medias
depending on the budget & brief received
AFPs helps in building the corporate image of the company in a detailed layout
Option to buy from TV dial-a-method activity
WHY AFP?
Provides a competitive edge meaning that you won’t share
the advertising space with your competitors
AFP can be aired whenever required by the advertiser in
their marketing cycle
In-depth understanding of the advertiser’s product by the
consumers thus enabling in brand communication
Advertisers Funded Programme
Public Relation The PR exercise is
essential for long term image building for Brillar Jewels to the Indian Diaspora.
Helps to gain top of mind recall with the potential & prospective clientele.
Creates a bond with the Consumers
PR Tools
Show Launches
Events
Features
Social media
Promotions & Sponsorships
Set Visits
City Visits
Interview transcripts
Media contact
CAMPAIGN ESSENTIALS 1. Build the brand –
Highlights
i. Company profile.
ii. Executive management.
iii. Services.
iv. Products.
v. Technology
vi. Safety.
2. Differentiate
Highlights.
i. Competitors.
ii. Technology Advancements.
iii. Safety Advancements.
iv. Quality Assurance
3. Adapt Narratives
Highlights
i. Success Stories (India & Global)
ii. Reviews from Prominent faces
ROLE OF PR Architect and drive a comprehensive PR strategy
– Develop a creative PR programme to raise the profile of
Brillar Jewels
– Customise PR materials generated, across other
markets for use in India
– Place stories and articles in domestic media
– Support tactical (e.g. seasonal / topical / news agenda)
activity in the region
– Place tours in relevant media
– Build and maintain a media relationships and profile in
key trade and sector media including local language
media
Advise on competitor activity and suggest areas of cut
through – where relevant
SCOPE OF WORK Development of the PR Calendar quarter by
quarter
Plan and execute the monthly PR Calendar
Suggest optimal strategy for announcements and advise on appropriate PR interventions
Media relations management to strengthen and sustain awareness Compilation of press information Media contact programme Identify story ideas and initiate feature
articles Solicit and co-ordinate of media interface,
press visits and briefings Briefing spokesperson on media
expectations, key messages Respond quickly and accurately to press
enquiries Media follow-ups and track exposures Media support for all events and promotions
PERFORMANCE MANAGEMENT
CONCLUSION
Good Advertising & Public Relation strategy translates the
brand’s positioning statement into a persuasive and
memorable message. A correct planning will provide
lasting impact even if advertising budgets are
constrained.