GIORGIO

• How they do advertisements in 2012 and 2013• How they try to save cost in advertisement and do fan interaction

FEDON1919

Prepared by Charlotte Lee2013 Sep

Marcom 2013 Review

AdvertisementStrategy Product Ads Brand Ads

Strength • varies of products to public • test market response

• simply and single image• establish Star products

Weakness • inconsistent message conveys• Not in “Top of Mind”

• high risk if getting noise on brand - 1 and 0 game

Comment This strategy always adopt by Developed brand because they try to blur their “mother brand” image + more product range

This strategy adopt by New brand because they focus on the target group & consumer insight at beginning

How they do – RoadpathStage 1- emphasis Brand Image

& Position- many advertorial ads

Stage 2- Personality add in brand

image e.g. humor, gadget, funny as target group

Stage 3- celerity adorer: clear &

local image tell publicity what MEN & image

How they do - RoadpathStage 4- emphasis product with

consistent image- advertorial ads again

Stage 5- Facebook, Fan - brand awareness

Stage 6- Brand upgrade I as luxury & fashion

Stage 7 – WHAT THEIR NEXT?!- Oct/Nov : Brand upgrade II- Dec: X’mas sales boost

How clever in their media strategy

Normally, brand media strategy will be adopt in step 1, 2, 3 because of the cost.

GF had cleverly adopted step 3 editorial (contextual text ads) – to assist media in step 2 & 1 (Facebook + magazine)

Step 1:

Step 2:

Step 3:

Media they use

Objectives they want to do 2013

How clever in their media strategy

Create the behavior change • fan interaction• lucky draw

To build brand emotionally and create brand awareness and recall

How they use media: Print + DigitalMEN’S UNO JMEN/ ESQUIREMR

Early: UNO misplace GPIn too mature image

Now: GF main use this magazine because of their artist – “watch styling” sections – Lower Cost

MR is good at “creative” them photo shooting. Post GF in “humor”

Both mags are good in photo shooting & advertorial ads

GF use advertorial ads because of high $ and use MR in photo shooting

How they use mediaMILK Jet

• Young fashion-thirstier• Use Milk to do “REACH”

client• Advertorial ads because of

cheaper ads

• same as MILK • gossip book• “low” image• but, high

circulation• use for event in

Valentine days

WEBSITE FACEBOOK

• New Product Launch• Event Launch• Fans & Brand Interaction

• New Product Launch• New Line Launch

How they use media: Print + Digital

What we learn from

• Clear & Unique Message conveys to customers “ Inspired by Italian Passion” – sporty, modern, gadget• Separate ATL, TTL, BTL functions to brands• Effectiveness of Advertorial ads for cost-saving e.g. multi-use for Facebook, YouTube, website• Brand Ads is more impressive than Product Ads at beginning

How we do?

Step 1: Brand Position (our unique selling points)

Step 2: Identify Target GroupStep 3: Evaluate Market Share

Step 4: How to communicate with target groupStep 5: Media Proposal + Action Plan

Objective of 2014 Marcom project

THANK YOU

Prepared by Charlotte Lee2013 Sep