Promotion in the Merchandising Environment: Glamourflage - Case Study Example

Table of Contents Table of Contents Overview 3 3 Position 3 Situational Analysis 4 Market ification 4 Target Audience 4 SWOT Analysis 6 Specific sales and promotion objectives 6 Brand Positioning Statement 6 Creative Brief 7 Target Audience 8 Message Theme 8 Rotational supports 8 Emotional supports 8 Campaign elements 9 Mandatory elements 9 Advertising tone 9 Overview Description Glamourflage is an Australian based beauty and skin care brand. The enterprise was stated in Sydney Australian to offer a variety of skin care items. The brand integrates quality, flirty personality and class of the 1940s pin up girl in its products. Innovative products are made by Glamourflage not only to ensure that the users of the items care for their skin but to also bring a fun aspect of the entire process. It has managed to create a culture of beauty and flirty personality among its customers and target market. Glamourflage deals in buyers. The accessory lines available include powder puffs and the eye mask. Items to give to people as gifts are also provided by the brand thus making it a very good preference for the foxy ladies. Since its launch, Glamourflage has been able to expand its presence in various world countries. The unique vision of beauty and fun has been extended to countries like S. Korea, Taiwan, UK, Macau and Hong Kong through the products. Indonesia, France, Canada, Singapore and Holland are the others countries in which the items are currently being sold. Position In the market, Glamourflage brand is positioned as a fun beauty and skin care products that combines the beauty culture with a flirty image associated with the 1960s pin up girls. It combines the two to give the consumers the feeling of beauty, fun and class. Image Glamourflage’s image is defined by its philosophy of “Serious Fun….. Serious Skin Care” (Glamourflage par 5). The brands offers skin care products, which are made with quality natural materials and ingredients. Each of its products is associated with a particular glamorous story of the 1950os girl. It does this to take the users through a journey of beauty full of excitement and fun. The brand has positioned itself as a provider of high quality products which are not only elegant but also unique. The items are meant to allow the users to exude glamour and confidence while at the same time ensuring style and fun. With the unique packaging, the Glamourflage products are ideal gift items. Situational Analysis Market Classification Glamourflage operates in the terminal market. The products are produced by the enterprise and sold directly to the customers who use them. In some instances however, they are sold to the agents in various counties and then distributed to the consumer. Target Audience Glamourflage caters for three major categories of customers who progress through each of the stages as they grow and develop in life. As such, it also positions itself as a skin care product provider capable of meeting the needs of the consumers at different stages of life. 1. College Student Age: 21-25 years Gender: Female Occupation: Student Income: Limited income since most of them are not into fulltime employment Marital status: Single Lifestyle: They engage in many fun activities. They are value their beauty and fun Life stages: This particular grow is extremely optimistic. They are also proud of their beauty. The beauty is as source of confidence. Product Usage: Everyday use and for special occasions like social gatherings Key Insights: The young college girls value their beauty and it is perhaps the most important source of confidence among them. They go in extreme ways to ensure that they remain beautiful and young. The group is very outgoing and social. However, their use of the products may be limited due to the lack of disposable income. 2. The working Lady Age: 24-35 Gender: Female Occupation: Young professionals in retail, business, media, engineering and other fields and sectors Income: $50,000-$95000 Marital status: Single or engaged Lifestyle: They are very busy due to the nature of their jobs. However, outside their busy work schedules they love going out and meeting friend and relatives Life stage: They are just into their professional careers and are very much interested and proud of it. They are also careful about their appearance as it is as show of how successful they are in in their jobs and careers. Product Usage: The group uses the products every day before going to work and for dates and social gatherings Key Insights: The young professionals are very enthusiastic, full of confidence and very careful about how the look and portray themselves. They are self-sufficient and have access to dispensable income by virtue of being in employment or business. 3. The married lady Age: 27- 45 Gender: Female Occupation: Full or part time professional, mother Income: $80,000- 200000 Marital status: Married Lifestyle: Their lives basically revolves around their families and households. Even among those who are into professional careers, their activities are directed by the needs of their households and children. They take time going for family gatherings and events to catch up with their friend and relatives. Lifestyle: The woman in this group has fully grown in terms of professional accomplishment and also managed to become a mother. They are focused about the wellbeing and the future of their families Product usage: The will buy the skin care products for their own use. They might also buy them as gifts to friend or other family members. Key Insights: The married lady is an experienced profession or a stay at home mum. The family forms the center of their activities and they therefore put their children as the priority. They have more disposable income and will need the products to help them stay attractive as they go on with their family related chores and activities. SWOT Analysis Strengths Unique products Strong brand image in Australia Customer loyalty Creative, interactive and informative website Weakness Lack of scale Low brand awareness in the United States Lack of scale Limited distribution channels Opportunities Increasing use of the skin care products Social media presence Online market Emerging markets Threats Competition Volatile costs Substitute products Economic recession Specific sales and promotion objectives Create brand awareness in Los Angeles through advertising to the targeted market segment Enhance the online visibility of the skin care and beauty products Expand into the Los Angeles market Boost the demand of the Glamourflage products Build a strong online presence so as to enhance brand awareness and visibility Brand Positioning Statement To lady who cherishes beauty, Glamourflage is the skincare and beauty products provider that offers unrivalled quality products to the customers Competitive IMC Analysis Media Glamourflage Avon DSP Website Easy to use website Professional Price lists Personalization of products and content Easy to use and interactive website Price lists Professionally built site Review and blog site Modern website Limited portfolio Direct links Interactive sessions Advertising Website Facebook Events Magazines Social media Beauty and fashion magazines Social media E-Marketing Content marketing None Intensive content marketing Personalized marketing PR Website Website Blogs, Website Creative Brief Client: Glamourflage Project: Promotional Campaign for Glamourflage in Los Angeles For the ladies who want to have fun and still remain beautiful, the Glamourflage is there to help you through its innovative and quality skin care and beauty products. The brand offers a diverse range of items that are customized to ensure that caring for the skin remains a fun experience. Despite the fact that Glamourflage products have been performing exceptionally well in other markets especially in Australia, brand awareness in the Los Angeles market remains very low. Moreover, Glamourflage faces stiff competition from the already established skin care and beauty products brands in the market. This promotion will be key in positioning Glamourflage as a fun skin care brand that allows the customers to enjoy the skin caring process. The major objectives of the campaign will be the creation of awareness about the brand and to attract clients to buy the items in the market. By doing so, the promotion will be building a strong community around the Glamourflage products and this will allow it to stand out in the market. Since there is limited awareness about the brand in the new market, the campaign will play a key role in ensuring that the various products and items produced by the company are recognized as quality and effective skin care items. Target Audience The target audience for the campaign is divided into three. They include the college girls, the working lady and the married mothers. These three are transitional stage in the life of most women and therefore the Glamourflage will be positioned as a brand that is capable of meeting the various needs of the female population throughout their lifecycle. The various products will be capable of meeting the specific needs of each of the target audience thus ensuring that they experience the fun of using the Glamourflage skincare and beauty products. Message Theme Serious skincare. Serious Fun. Lasting beauty Rotational supports Quality and creativity Customized packaging for the items and accessories Unforgettable customer experience Innovativeness and creativity Emotional supports Make the skin care prices more fun Unforgettable experience Remain happy and confident Campaign elements Websites Social media platforms Blogs PR strategies Mandatory elements Glamourflage website Logo Photographs Testimonials Advertising tone Fun, Cool, enjoyable Work Cited Glamourflage. Our Beginning, 2009. Web. 6 May 2015. Read More