Rituals - Linda
Pyramids
Concept statement
The modern men and women of today’s society do not only have high standards when it comes to personal care, they are also caring for others and the environment. Who needs all the other stuff when there is only one thing which never fails to deliver; “Mother Nature”.
The products of Rituals already exist of natural ingredients, but there are too much to choose from when there is not enough time left to apply a wide variety of those. That is why Rituals came up with only one product for the modern men and only one product for the modern women of today’s society. The product will be suitable for washing and nourishing the face, body and hair and will be available in the Relaxing, Energizing and Refreshing Rituals line of products.
Rituals in-one… “feel special, feel nature”
Launch proposal
In marketing, Rituals focuses mainly on quality. Quality is number one source of competitive advantage. The quality of the product, the package and the scent combined together make up the foundation for a concept. People are already aware of the brand and its high quality standards even though Rituals only uses Below the Line Advertising. Therefore Rituals doesn't need a big budget for promoting their products. The best way for Rituals to launch a new concept is to give away free samples and to give a discount on its new products.
- Receive 30% discountReceive 30% discount in the first month of the launching of the product. This promotion is only valid in Rituals stores and not in department stores.
- Rituals with KLM
Previous promotion deal
KLM Business Class passengers can enjoy the facial products, hand soap, body milks and body perfume from the blue Purifying line. You’ll be fresh and presentable upon arrival!
New promotion deal
Introduce the new product by giving every passenger (not only Business Class) a free sample. They no longer have to choose from facial products, hand soap or body milks. They can use this particular one to be fresh and to stay fresh.'
http://www.rituals.com
http://www.secondsight.nl/page/9316/nl
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Ray Ban - Sander
Concept statement
The concept statement for Ray Ban is: Everyone needs to be able to express themselves! NEVER HIDE! The products needs to be accessible for everyone, from every race to gender. Ray Ban manufactures high-end sunglasses and they are now well known for their different styles and the usage of all the colors of the rainbow! So everyone can have a pick!Ray Ban knows the importance of the individual (customer) and what their desires are. Expressing yourself has become very important again, and this can be done by creating your own designs, such as your own sunglass design! This way, everyone will look different but also the same, because they are all satisfied!
Ask a consumer: What do you think of Ray Ban? Everyone will tell something else, because that is how people are supposed to be. Everyone has their own opinion and view on topics. But the one thing they will all have the same opinion about is that the brand is very trustworthy, fashionable and timeless. Ray Ban sure is an A brand and the quality is known as one of the bests. Also, the sunglasses from years ago come back in a while, so you never have to throw away your old sunglasses! This all together is in its advantage for Ray Ban, looking at their market position.
The people should be able to design their own look, their own iD! This can be done with the new Ray Ban launch of the possibility of creating your own sunglasses design on http://www.rayban.com/. You can have your own colors, prints and frames!
The people should be able to design their own look, their own iD! This can be done with the new Ray Ban launch of the possibility of creating your own sunglasses design on http://www.rayban.com/. You can have your own colors, prints and frames!
Communication
Ray Ban is communication with its customers by having very controversial advertisements and posters. The pictures are photo shopped with lots of colors and mixed images. They look very extreme and entertaining. They also have a complete other way of communication, by just showing a picture of a man or woman with their Ray Ban sunglasses on, and then in black/white, and that’s it! It shows the simplicity of the product and how easy you can make yourself look good with it.
Market
Ray Ban is the biggest brand in the sunglasses industry. They try to continue in that way by having the great advertisements where people talk about, and try to innovate every collection. They keep making it more interesting to have one, or to go back in time by buying a pair of sunglasses out the 60’s!
Ray Ban iD – ''Create your own iD''
Launch proposal
With Ray Ban iD, everyone is able to create their own identity. On the Ray Ban website, you will be able to choose your own colors, frame and complete look. There are 20 different frames and 40 colors possible. This means that there are 800 possibilities (20 x 40) and there is also the possibility of mixing colors together or get your own print on it. So all together, everyone should be completely different in their environment. Create your own iD!
The launching is going to be through advertising, which Ray Ban is already doing and by having all sorts of Ray Ban’s mixed through each other and the slogan: Create your own iD, it will really stick out. It is already in people’s desire to be original so the attraction question wouldn’t be a problem.
There is also going to be a commercial, where you see different people, with their all-different designs. Exclusivity and creativity is the look that is being created and the slogan: Create your own iD needs to really stand out!
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Ben&Jerry's - Milan
Concept statement
Ben & Jerry’s: Fair Trade Ice Cream.
The main trend that will change the way that B&J’s make their ice cream will be that of Fair Trade. The company in question always had strong opinion about certain global issues, e.g. Global warming and other important factors that could change the face of the earth. One of these issues was to make each and every flavour of ice cream entirely fair trade; this means that they will buy the ingredients needed from farmers all over the world who need financial help, and produce in a fair way, i.e. good for the environment and the future. Of course, this noble act will mean a slight change of income, which will go down in the first few years. Yet, several important trend watchers agree that, in the future, more and more consumers will rate a higher importance to items that are fair trade. My concept is there for focused for 50% on this important decision made.
However, B&J’s will have to launch this new way of ice cream making in a fun, positive and rather global way. Therefore, I have chosen the upcoming World Cup Championships of football to be the main “flavour” for the product that will kick-start B&J’s new and important ideals. The decision to include the WC in this launch was not made simply because it is an important global event. The host for the WC, South Africa, is a country that will benefit greatly from the fact that companies such as B&J will change their production. Furthermore, the ice cream could be promoted in such a way that it will also be a small step towards better relations between the different cultures and races that live together side by side.
The ice cream that will be launched will focus on all the points mentioned above. For the flavours, I thought of Cherry Ice cream mixed with ether black and white chocolate, or crumbled Oreo cookies. The ice cream will be named “Frozen World Cup Fuzz United”, which, together with the ingredients, will focus on the ideal that all of human kind should live together in peace and prosperity, while enjoying a football match and once every so often a nice cup of frozen delight.
Frozen World Cup Fuzz United: It’s Fair, It’s Frozen, It’s Delicious!
Trend Pyramids
The economic crisis has created a tense atmosphere for every single person on this world. People are anxious, stressed and need a way to relax, to counter all the negative energy. Following this maxi trend (relax/relaxation) is the focus on products that take your mind of things for a second or more; B&J’s does this like no other. Furthermore, with the launching of “Frozen World Cup Fuzz United” in mind, relaxation can also be found in such a simple thing as watching a football match.
Everyone wants to be unique, especially in this time of globalization and choice overload. People want to express themselves in a way that does not show them of as “one of the herd”. B&J’s is a premium ice cream which is pretty expensive. Therefore, the micro trend suits the bottom of the pyramid very well.
The world is getting more and more aware of global warming and other acts of mankind that will, eventually, mean the end of this world. Pollution is a big problem, but another big problem is the fact that third world countries suffer from a unfair market system. Ben&Jerry’s focuses on ice cream that is fair trade, which is a direct link to self awareness of people to buy products that do not further harm an already damaged world .
The economic crisis has created a tense atmosphere for every single person on this world. People are anxious, stressed and need a way to relax, to counter all the negative energy. Following this maxi trend (relax/relaxation) is the focus on products that take your mind of things for a second or more; B&J’s does this like no other. Furthermore, with the launching of “Frozen World Cup Fuzz United” in mind, relaxation can also be found in such a simple thing as watching a football match.
Everyone wants to be unique, especially in this time of globalization and choice overload. People want to express themselves in a way that does not show them of as “one of the herd”. B&J’s is a premium ice cream which is pretty expensive. Therefore, the micro trend suits the bottom of the pyramid very well.
The world is getting more and more aware of global warming and other acts of mankind that will, eventually, mean the end of this world. Pollution is a big problem, but another big problem is the fact that third world countries suffer from a unfair market system. Ben&Jerry’s focuses on ice cream that is fair trade, which is a direct link to self awareness of people to buy products that do not further harm an already damaged world .
Launch Proposal
(N)ice promotion: Golden Ticket
During the World Cup, every small and normal bucket of B&J’s “Frozen World Cup Fuzz United” has a chance to hold a small golden world cup in its lid. If you find one of these “golden tickets”, you can exchange it to receive a trip to South Africa and enjoy one of the spectacular matches that will be played.
Buy one get on free:
Previous promotion deal
Previously, when buying a Sunday’s on Monday would mean that you would receive one free Sunday’s extra. So it would be two for the price of one.
New promotion deal
The new promotion deal will, however, will give the same offer on any given match day. Of course, you will only be able to buy the new flavour “Frozen World Cup Fuzz United”.
Adidas - Celine
Pyramids
Concept statement
The concept statement of Adidas is to be accessible for both women and men by creating a creative and different product. Creating high-quality and functional sporting goods has always been the distinguishing feature of Adidas. The brand owns a significant craftsmanship heritage which is highlighted in this credible range that combines typical Adidas quality and materials with creative and luxurious street fashion.Adidas knows the importance of the individual and tries to attract its buyers by creating a whole new concept of customizing. They will let you customize your own clothes and through this letting you be different.
When you ask consumers where there interests lies for Adidas they will all give different answers because it is something personal, but when you ask them how they think of Adidas they will agree on the fact that Adidas is reliable and well known. Adidas has an advance in their market position when you look at this because they have a good reputation and it is an A brand. Adidas has a good communicating value towards their costumers and you can see that through their reputation. The new concept of Adidas is the customizing your own clothes concept. This gives your consumers the opportunity to let them design/customize their own clothes and let them celebrate originality.
Communication towards customers
Adidas tries to communicate with its customers as good as possible they do that through making commercials, websites, add campaigns and more.
Competition
They handle this through making a product that is desirable and different for the target group. They try to be innovative and original by creating a product that can be customized by their consumers. Adidas is heading his competition through their ads. Everybody talks about the new commercials of Adidas because it has such a good vibe and a lot of famous people in it.
source:www.press.adidas.com/ResourceImage.aspx?raid=49270 interview
"Dare to be different, wear Adidas"
Adidas is an innovative and original product and through launching the product in a way that these values come to their rights is a big assignment. Adidas is one of the more popular sports brands and it is very popular under young trendy people because of its reputation of being luxurious street wear. To get in touch with the target group it is useful to considerate a few different ways of launching methods. I have researched a few different internet sites to get more inspiration about the different ways of launching methods.
You can use guerrilla marketing, but I don’t think this way of launching a new product is a good launching method for Adidas because if it doesn’t work out the way you want it the image can be damaged. If there is one thing Adidas don’t want to struggle with, it is getting image damage, they have worked for years to get the image that they now have.
Adidas can take use of social networking sites to promote their brand. This can be a great opportunity to get in touch with your target group. If you use a few famous people that post a few blogs on your site it will attract your target group even more. People want to get in touch with famous people and if they relate a famous person to your brand and they have a good experience with this person you will automatically get more appreciated. When launching a new product it is useful to let your target group get to know this product and let them get experience with it. Making a social networking site with all kind of different information about your new product, developments, news about the product and more things that are interesting to know for your audience is a nice way to let your costumers get in contact with your product. You can a launch your new product by using the television as a launching tool. Television has been used for years to get in contact with your target group. Because it is been used for years now it can be that people won’t take your commercial as serious because they see a lot of other commercials during watching television. If your commercial doesn’t stand out you wont attract buyers for your new product. People tend to get a media overload when they watch television so you have to consider this problem when you want to use TV commercials.
I think the best way of launching the new product for Adidas will be in making a Social networking site. Why I think this will be the best way is because Adidas tries to attract young trendy costumers that care about their appearance. To get in contact with this target group you need to think about some form of new media. The target group uses new media every day so getting in contact with them won’t be that hard. You can get so much out of a social networking site for instance: posting video’s, get in contact with your audience, posting pictures, posting blogs, maybe hold some competitions to give away free samples. Interaction is very important because people like to be approached personal. I want to give Adidas the advice to take use of a social networking site so that they can be more personal with their target group. They will get to know their target group better then they already did, and they may get some advice from their target group to get an even better product then they already have.
sources: http://nl.wikipedia.org/wiki/Sociaalnetwerksite http://www.gmarketing.com/ http://nl.wikipedia.org/wiki/Guerrillamarketing
Pyramids
The pyramids show three different scenarios with all the same micro trend, namely: Pickwick. First of all it is a relaxing product, which is needed by the daily busy working environment people live in. The second pyramid shows the need for individualism and me time. This is mainly for hard working moms who hardly have time for their selves. Last but not least is the health factor. It is stimulating your well being.
Concept statement
Pickwick is providing lot’s of possibilities and choices when it comes to their tea. They have developed big time the last century. It started from just drinking a tea, where now you are really experiencing the moment. Pickwick products are sustainable and developed out of the best herbs around. Next to that it can help you relax, it is good for your health and it stimulates your concentration.
Of course Pickwick tea gives you the opportunity to sit down and relax for a while. You can do that any time you want and every where you want. To make the experience even better Pickwick developed the Pickwick cookie. This cookie will be filled with healthy weats and grains which will come from the finest farmers. Available in three different tastes, which all suit a famous Pickwick taste. Every Pickwick tea package will include as many cookies as teabags. They will also be available in separate packs.
For every cup you take, a cookie will extend your pleasure. The name which will be given to the new Pickwick cookie is: Pookie!!
Enjoy a cookie, take a Pookie!!
Launch proposal
To promote Pickwick’s new cookie, in every store the first 100 packages will include free pookies. Next to that the 100 packages will include a discount voucher of 25% for other packages which include pookies.
Previous promotion deal
Of course we all know the Pickwick points where you can save an amount of points and purchase tableware. They also had a promotion deal which gives a way a free high tea for a friend.
New promotion deal
Because the point system is really familiar with our Pickwick customers, the new promotion deal will include the same system. These points enable you to save for a great cookie jar, to fill with our delicious pookies. Of course the design will be recognized as a famous Pickwick product.
www.pickwicktea.com/.../INT_Study_MarketingPickwick.doc
