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Did you know that the main four fashion weeks always take place in this order: New York, London, Milan and Paris?
New York’s fashion week is known for casual and sportswear, London’s for avant-garde design, Milan’s for its over-the-top, but stylish looks and Paris’ for simply haute couture.
Did you know that a person collecting Neckties is know as a Grabatologist and the necktie is considered to be the most popular father’s day gift around the world?
It is estimated that a week’s worth of the New York Times, contains more information than a person was likely to come across in a lifetime in the 18th century.
The number of text messages sent and received every day, exceeds the total population of the planet.
Years it took to reach a market audience of 50 Million: Radio 38 years. TV 13 years. Internet 4 years. IPod 3 years. Facebook 2 years.
There are about 540,000 words in the English Language about 5X as many as in Shakespeare’s time.
Style 360
Glama brand extension of Hum TV Network
Did you know that during your lifetime, you’ll eat about 60,000 pounds of food, that’s the weight of about 6 elephants.
During the course of this presentation (ahead), 67 babies will born in the US, 274 in China & around a 300+/- in Pakistan
Style 360 Glam Exclusive
Style 360 GlamEvolving 2012
PRESENTATION PRELUDE
Brand Extensions 2012
Amplification platform:
Style 360
magazine
edition Stride 1 • Evolving the brand Stride 2 • Revealing “Glam”Stride 3 • Launching, entrenchment &
sales strategy
STYLE 360 – GLAM
Monthly Step1RTB & Market
PositioningWho are we?
Who are we talking to?A reconnaissance before we
initiate with the audience. Audience who? Females??
Youth??? Or perhaps theentrepreneurs .
CompetitionAn intimidating 100, 200,
pagers monthlies with aplatform to explore all
territories across genres.
Style 360
GlamourMONTHLY
The bait The cover, the title, pictorials, stories, Prelude, the big idea !
Core contentFashion (who)?, lifestyle (what), entertainment &insights (at large is not the big idea nowadays. We can be specific in tapping categories & enlarge the scope)
AdvertisersStep one: to identifyingThe core audience and establish the brand essence
Step two: Ultimately resulting in knowing your advertiser and contributors
coming
2012©
A reputation of building successful brands connecting with
the audiences & engage into a rigorous exercise of creating the future for the
consumers, stakeholders & human resource at HUM TV NETWORK
HUM TELEVISION NETWORK has built up a reputation of evolving media properties that are novel and connects with the underlying human truth of our consumers.
Hum Network champions the entertainment genre in Television and has created power extensions of all initiatives to ensure a better reach and more so a strong relationship with it’s capital asset; the audience.
Hum TV an entertainment beam champions top slots on calculative mediums and wins an absolute top of mind slot with it’s viewers.
Masala the first of it’s kind food channel tops on market share across all competing brands.
Style 360 a monopolistic screen entity matched by no other tops all rating aspects compared to it’s remotely considered competition.
After the Masala Magazine, Glam representing Style is another step forward in the brand architecture of the network. Glam
Brand RTB
“the 6 inches wide, Grey and wet, Mysterious”
Is it Household oriented or targets the female audience? Or perhaps it’s a youth based segmented magazine?A simple social economic classification wouldn’t do!*M/F [SEC; ABC] aged: 15 – 45+/- (academics)Beyond all definitions; a psychographic analysis always helps “connect”
GlamStyle 360
Audience
Advertisers(Revenue streamers: usually draw in on “rating”
or public relations in some cases)
Competition*(Not just your typical news genre,
But anything that moves and breathes on screen)
“Connect”
Core Essence
Reconnaissance FASHION LOCAL MAGAZINE She Vogue
Fashion Collection Women’s Own GT
Pink Mag ILSSunday Time FAQInterestingly even Gul Ahmad has a popular edition that qualifies. *An extensive intimidating list
of; Category competitors.
Women’s MAGAZINE
Allure Croissant BitchFlair Glamour Marie Claire More Nylon FASHION Int’l MAGAZINE Audiences exposed to the international magazine categories, though limited in size but surely influence the market dynamics; capital subscriptions;
Cosmopolitan
VogueElle Oyster Olivia Pinky Are a few coming from across the globe and have a sure TOM with the audiences.
versus the GLAM USP
Competition *
Glam
The Consumer Connect
Fashion – Lifestyle [redefined 2012]
20
12
-Designer of the month,is it you? Story inside, BR Polls
- New film releases in Cine - Insights into the
World Cup 2011 plan your vacation with HUM TV
Pepsi Bands’ Rock Karachi
-Sunday Bazaar or Nike outlets [be genuine] a review.
- Stock kings at gymkhana. Ball or bashed? Get the real story.
Style 360
Glamour
HUM TV NETWORK PUBLICATION
GlamInitiates CSR; Educate Consumer Rights
HUM TV NetworkPartners with top media houses for the radical media forum, Conf. at PC
Winter lineup – exhibiting apparels or flashing unreasonable price tags. A look inside the business.
Fashion this week and top men polls
Events around the metros, this weekend
Movies [reviews, upcoming, in town]
Fashion [what and where from]
The alternative bazaars - Boutique
Domestic economic measures
Travelogues [Weekend destination]
TV and flavors, music releases
Frequently visited websites
Beauty & skin, automobiles and handbags
Calendar events
House hold, men, children, life at large crisis and measures to take
Horoscopes and more
01
02
03
04
05
06
1
07
7, 8 - 10
“Fashion Journalism”
Fashion, Music and Events
2
Trends
of the week* Style 360 Polls
03
04
05
06
07
19
12
20
The war withinTop Gun 2
“Junaid JIn Karachi”PC Islamabad, Maria B. CATWALK
Reading, a lost art!
all eyes on the Real Boys!
*03
04
05
06
07
19
12
20
• Resources• /Team
• Editorial • Sales • Marketing
• Due• 2012
• Pages• ?/edition
Demographic profile & scope
A closer look at our most valued asset ‘our consumers’;
Gender 84% female & 16% male
Age 67% of readers targeted are aged btw 25 – 44 [influencers / decision makers]
Profiles 39% professionals / employed, 24% domestics, 12% students
Sects of economy
Titled (Working) 24% mid management, 27% High end Executives , 12% lower management
Domestic Women: Majorly influencers for a household decision, parenting school going children (or younger)
Suggests that there is yet more potential of entrenchment for our advertisers and our partners.
INTERLUDE
Glamour
Step2conceptualizing
What are the prerequisites to
Magazine
Living
HomeBeing out, Insights
into Offices, Bazaar Hangouts, Cafés the living,
the attitude, the trends, the tête-à-tête
Insights into the Fashion
industry & next trends
THE UNDERLYING HUMAN TRUTH! The stories unheard of,
the ideas too bold to discuss, the real you!
Insight into the international
fashion, lifestyle, traveling, trends, food, dining, men.
What works and what doesn’t! clothes, hair, the
skin, eyes, conversation, what makes women
beautiful!
FoodHangouts
Music, digital
Television
Content Driving strategy is designed
with “fly on a wall”
concept.
Wherever women are; academics, career, love, family, food, films, TV & all
Weight watch
FASHION
Beauty beneath & beyond
Girl PowerMen
The gossips, the hideouts
Girl next door stories, a mother, a wife, a daughter and a rock star!
Businesses
[entrenching the clients
and agencies, businesses]
Consumer
[Drawing a greater connect
with the consumers.
Readership base broaden]
Media
[Building up on the brand’s equity.
Amplification for the HUM TV NETWORK]
Competitive Environment [The market and alternative choices as seen by the consumerand the relative value the brand offers in that market]
Target Market [The person and the situation for which the Brand is always the best choice, defined in terms of theirattitudes and values, not just demographics]
Consumer Insight [The extracts of all what you know about the consumersand their behavior - the underlying human truth]
Benefits [Differentiating functional and emotionalbenefits that motivates the individual to believein the brand]
Values & Personality [The brand values – what the brand stands for and believes in – and/or its personality]
Brand personification
Reason to believe [The proof we offer to substantiate the positioning]
Discriminator [The single most compelling and competitive reason for the target consumer to choose the brand]
Core brand Essence[The distillation of the brand’s genetic code into one clear thought]
Brand Idea Evolving
Issues
HUM
“Beyond the line”Defying all counts of ATL & BTL advertising and media.
The key driver for the publication are based on; Fashion trends & events Lifestyle segment (ins & outs) Travel & hottest destinationsBeauty, health and fitnessCapital outlets, best bargains, shopping In-depth focus on int’l fashion trendsMusic & POP cultural influences Celebrities from across the globe and their insightsEye candy & attractive pursuits Featured apparel (shoes, shirts, etc.) and plastic surgery & best jobs done Career and quest (what and how?)Runway collections and bridal wear
Cover shoot
Brand wars & Equity
How do the fashionable mint dough? Why is something worth 2, charged 20?
What is the house versus a working woman comparison, who works better for a life partner?
TV & films, Indi or Pakistani, UK or US topers and floppers this month.
Who failed the God(s)! What works in the real world.
genres
The tube story
Interviews & insightsWith the top Fashion and lifestyle custodians. The boutiques, designers, cloth market, best buys. The consumers’ perspective. Plus, travelers insights, where to go! What to carry!
NO LOGO
A fashion audit
www.why?
Dearth of creativity THE EXPOSEDA slight Paparazzi flavor Events around town
Media for the next GFashion
and TV
GLAMNext steps
Working titles, design options Percentage for content spread
Int’l magazine layout references One on one, insightful research
for brand essence