How can WEARHOUSE A/S raise brand awareness for their

MOMENTUM brand, through different marketing

communications options?

Simona Claudia Radasan-branding & marketing-Internship exam presentationDate 25.08.2014

1. Problem formulation 2. Brand architecture3. External analysis and internal analysis4. Brand identity5. Communication strategy6. Evaluation techniques direct marketing trade fairs e-communications (website and social media)7. How to measure brand awareness?8. Conclusion

AGENDA

Problem formulation

How can Wearhouse A/S raise brand awareness for their Momentum brand, through different marketing communications options?

1. How can be strengthened the identity of Momentum brand? 2. What messages does Momentum want to send and to whom?

3. Which are the most effective and efficient tools the company can use in order to get the message across and create media exposure?

Brand awareness plays an important role in consumer decision-making for three main reasons:• Learning advantages• Consideration advantages• Choice advantages

BRAND AWARENESS

Endorsement branding

Momentum - endorsed brandWearhouse - the endorsing parent brand; provides support and credibility for Momentum brand

BRAND ARCHITECTURE

External analysis - PESTLE- macro environmental factors - Opportunities (economic progress, e-commerce, sustainability, natural fibers, ethical supply chain); threats (consumer switching, decrease in the amount spent on clothing and footwear in DK) Internal analysis- strengths and weaknesses

Other possible approaches:Industry analysis- Michael Porter`s five forces of competition frameworkInternal analysis- Porter`s value chain analysis (explore the capabilities of the company)SWOT analysis

 

EXTERNAL AND INTERNAL ANALYSIS

Strengthen the identity of Momentum brand;Models: Kapferer`s identity prism and David`s Aaker identity system

BRAND IDENTITY

Gregory`s planning model

COMMUNICATION

STRATEGY

How to measure the effectiveness of direct marketing?- test the “counting” behavioural response- the optimisation of a direct mailing campaign can be based on response

scoring models - RFM-model:

Recency- the time elapsed since the last purchaseFrequency- the frequency with which a customer places an orderMonetary value- the average amount of money a customer spends per purchase

DIRECT MARKETING

Measurement of results: how effective?

Recency Score Frequency Score Monetary value (in DKK)

Score

Last 3 months 100 Once a year 0 Less than 1000 0

4-6 months 80 Between 2 and 4 times a year

30 Between 1001 and 2000

20

7-12 months 60 More than 4 times a year

70 Between 2001 and 3000

40

13-24 months 30 Between 3001 and 4000

60

25 months or more

0 Over 4001 80

RFM-MODEL

Assessing the effectiveness of trade fairs

During the course of the fair:- Counting the distributed information material (catalogues)- Counting the number of personal contacts- Observing visitor behavior - (where do they stop? What are they looking at?)

After the fair:- Questionnaires for stand visitors- Response analysis of sent invitations- Sales return

TRADE FAIRS

Tracking the effectiveness of e-communications

Measuring website effectiveness- ask for feedback on the website - Visitors surveys (online and offline)- Google Analytics- tracks and analyses website and social media visitors;

Measuring social media effectiveness- Tools provided by the social media platforms themselves- track the number of followers- Instagram- checking the hashtags; - Google Analytics (what your visitors are sharing and where)- Contests on FB- shares/ likes

RFM model- reference to online marketing

E-COMMUNICATIONS

Recognition- “have you heard of Momentum brand?”Recall- “what brands of B2B women clothing can you recall?”Graveyard statistic (recall level of those who recognize the brand)Top of mind (the first-named brand in a recall task)Brand dominance (the only brand recalled)Brand familiarity (the brand is familiar)Brand knowledge or salience (“do you have an opinion about this brand?”)

BRAND AWARENESS

“How to get Momentum brand out there?”

- strengthen the identity of Momentum brand- develop a communication plan - Objectives: building brand awareness and reputation creating a positive image and enhancing the company`s goodwill creating better engagement with the stakeholders nurture prospect activity acquire new leads

CONCLUSION