elle travel bags, integrated marketing and communications campaign

Monday, October 29, 12

LLAGGREGATES

RELATIONSHIP

BRAND CONTACTS STRATEGY

?Monday, October 29, 12

METHODOLOGY

30 interviews

interviewwith ELLE’s

Brand Manager

30 interviews

interviewwith ELLE’s

Brand Manager

analysis

MULTIPLE MARKETS

DISTRIBUTORS

END USERS

AGGREGATES

AggregatesMonday, October 29, 12

CURRENT

Elle Yes!Monday, October 29, 12

CURRENT25 – 31 y/o

Single

SingleP 150k/above

SEC B-C1

CURRENT

CURRENTTravel/shop/blog

CURRENTTravel/shop/blogAccomplishments

plus living the high life

plus living the high lifeEnjoys shopping weekly

Chic, urban/city-chic

CURRENT

CURRENT[Work] themselves

+ first class

+ first class[Leisure] – friends

+ business class

+ business class Bag matches

clothes

CURRENT

CURRENT Buys own travel bags

CURRENT Buys own travel bagsStyle/function/brand/

purpose

purposeFriends

P10-15k - Bag

purposeFriends

P10-15k - BagP20 k up - Luggage

purposeFriends

P10-15k - BagP20 k up - Luggage

CURRENT

CURRENTPiece by piece - random

Set/Bulk – long trips

Set/Bulk – long tripsEvery 1-2 years

Set/Bulk – long tripsEvery 1-2 yearsJudged by bag

Set/Bulk – long tripsEvery 1-2 yearsJudged by bagbut doesn’t care

CURRENT

CURRENTDifferent perceptions

Likes: Style & function

Likes: Style & functionDislikes: SM location,

not-up-to-date

not-up-to-dateno ads and website

CURRENT

CURRENTEvery 2-3 years

Affordable + reasonable

Affordable + reasonable2-3 pieces

more of bags, per pc.

more of bags, per pc.Other brands: more

convenient & updated

competitive

What the Elle?!

competitive

What the Elle?!

30-50 y/o

competitive

What the Elle?!

30-50 y/oMarried

competitive

What the Elle?!

30-50 y/oMarried

Homemaker

competitive

What the Elle?!

30-50 y/oMarried

HomemakerSEC Broad B

competitive

competitiveTravel + shop

Idea of success: ?

Idea of success: ?Enjoys shopping

Idea of success: ?Enjoys shoppingPersonal style: ?

competitive

Twice a yearcompetitive

Twice a yearInternationalcompetitive

Leisure

LeisureAlone/husband

LeisureAlone/husbandEconomy class

competitive

Buys own?competitive

Buys own?Brand/weight/design/size

competitive

Promotions

competitive

Promotions

competitive

P10k – luggage

Promotions

competitive

P10k – luggage Every 5 years

Promotions

competitive

P10k – luggage Every 5 years

when damaged

competitive

“..At least ‘di kacompetitive

“..At least ‘di kacompetitivenapapagkamalang

OFW.”

Samsonite/Delsea/

napapagkamalang OFW.”

Samsonite/Delsea/

North Face/

Samsonite/Delsea/

American Tourister

North Face/

competitive

Varying perceptions

competitive

Varying perceptions

High-class/colorful/cheap

competitive

Varying perceptions

High-class/colorful/cheapFor 18-23 y/o students

competitive

Varying perceptions

Elle exists locally

competitive

Varying perceptions

Elle exists locallyDoesn’t know

EMERGING

Drag me to Elle

19-21 y/oEMERGING

Drag me to Elle

19-21 y/oEMERGING

College

Drag me to Elle

19-21 y/oEMERGING

College

SEC AB

Drag me to Elle

19-21 y/oEMERGING

College

SEC AB

Drag me to Elle

Monthly Allowance: P6,000

EMERGING

American films & series/EMERGING

American films & series/EMERGINGshop/read

Measures of success:

Prioritizes family ties,

Prioritizes family ties,Job title/financial status

future career

With familyEMERGING

3-5 times a yearWith familyEMERGING

3-5 times a yearWith family/ LeisureEMERGING

3-5 times a yearWith family/ Leisure

Lite packerEMERGING

Lite packerEconomy class

EMERGING

Bags = quality of

EMERGING

Bags = quality of success

EMERGING

Is her own influencerEMERGING

Is her own influencerMore hand carry bags

EMERGING

P3-4,000

EMERGING

P3-4,000Durability/Design/

EMERGING

P3-4,000Durability/Design/

EMERGING

Whatever brand’sEMERGING

Whatever brand’savailable

EMERGING

(Samsonite, Delsea, etc.)

Not being judged

EMERGING

Not being judgedby your bag

EMERGING

Knows ElleEMERGING

Knows Elledue to a family member

EMERGING

who owns one

EMERGING

“High-class/trendywho owns one

EMERGING

but unpopular”

EMERGING

but unpopular”Max. budget: P15, 000

EMERGING

“Trendy but quite limited”EMERGING

“Trendy but quite limited”Ads are “down-low”

EMERGING

“I would buy from it if

EMERGING

“I would buy from it ifit were cheaper”

EMERGING

ChosenAggregate

CURRENT

Low frequency & size

CURRENT

Low frequency & size

Elle Yes!

Strengthen relationship

BRANDCONTACT po

FRIENDS

FRIENDSgood quality

practical

FRIENDSgood quality

practicalfashionable

FRIENDSgood quality

Buy it. Monday, October 29, 12

FRIENDSgood quality

Buy it. Worth it.

FAMILY

FAMILYgood quality

FAMILYgood qualityfunctional

Wise buy.

SMmight be cheaper

overruns

SMmight be cheaper

overrunsbad location

SMmight be cheaper

different qualityfrom abroad

SMmight be cheaper

old products

SMmight be cheaper

old products

Don’t buy. Buy somewhere else.

TRIPOLOGIE

Degrades the exclusivity of Elle

MINDMAP

{DISGUSTERS}

{DISGUSTERS}SM Stores

{DELIGHTERS}

{DELIGHTERS}Friends &Family

{ANNOYANCES}

Tripologie Store

{ANNOYANCES} {FRILLS}

Tripologie Store

MIND MAP

STYLEBasic

MIND MAP

STYLEBasic

Stylish

MIND MAP

STYLEBasic

StylishTrendy

MIND MAP

ASSOCIATIONS

STYLEBasic

StylishTrendy

MIND MAP

ASSOCIATIONS

STYLEBasic

StylishTrendy

Elle Magazine

MIND MAP

ASSOCIATIONS

STYLEBasic

StylishTrendy

Elle MagazineWander

MIND MAP

ASSOCIATIONS

STYLEBasic

StylishTrendy

Elle MagazineWander

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Elle MagazineWander

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Elle MagazineWander

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Well known

Elle MagazineWander

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Well knownExclusive

Elle MagazineWander

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Well knownExclusive

SophisticatedElle Magazine

Wander

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Well knownExclusive

Sophisticated

Elle MagazineWander

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Well knownExclusive

Sophisticated

GirlyElle MagazineWander

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Well knownExclusive

Sophisticated

Travel

MIND MAP

NEGATIVE PERCEPTIONS

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Well knownExclusive

Sophisticated

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

StylishTrendy

Well knownExclusive

Sophisticated

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

UnknownBasic

StylishTrendy

Well knownExclusive

Sophisticated

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

Unknown

advertising

StylishTrendy

Well knownExclusive

Sophisticated

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

Unknown

advertising

Old productsBasic

StylishTrendy

Well knownExclusive

Sophisticated

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

Unknown

advertising

Old products

Out-dated

StylishTrendy

Well knownExclusive

Sophisticated

Travel

MIND MAP

ASSOCIATIONS

PERSONALITY

Common

Unknown

advertising

Old products

Out-dated

StylishTrendy

Well knownExclusive

Sophisticated

Travel

MIND MAP

ASSOCIATIONS

FUNCTION

PERSONALITY

Common

Unknown

advertising

Old products

Out-dated

StylishTrendy

Well knownExclusive

Sophisticated

Travel

MIND MAP

ASSOCIATIONS

FUNCTION

PERSONALITY

Common

Unknown

advertising

Old products

Out-dated

FunctionalPractical

StylishTrendy

Well knownExclusive

Sophisticated

Travel

B.R.S.

B.R.S.my friend with an

IDENTITY CRISIS

their favorite product is

is a brand they don’t like

have mixed views about

different perceptions and associations

disgusted with the location of

Rustan’s kicked us out

On line storeRustan’s kicked us out

Stand alone storeOn line store

Website

Hong Kong authoritiesMonday, October 29, 12

Website 1M budget

Hong Kong authoritiesMonday, October 29, 12

IMCSTR

OBJECTIVES

retain. acquire.Monday, October 29, 12

OBJECTIVES

retain. acquire.

boost sales

OBJECTIVES

retain. acquire.

boost sales

strengthen BRAND IMAGE

STRATEGY

STRATEGYmedia channels

STRATEGYmedia channelsnew distribution channels

IdeaMonday, October 29, 12

CHANNELS

EXECUTION

CHANNELS

EXECUTION

TIMELINE

CHANNELS

EXECUTION

TIMELINE

CHANNELS

EXECUTION

TIMELINE 1inCHANNELS

EXECUTION

2012Monday, October 29, 12

INTERNET

PRINT ADSMonday, October 29, 12

INTERNET

PRINT ADS

EVENTS

INTERNET

PRINT ADS

EVENTS

INTERNET

[ cinemagraphs ]

INTERNET

[ cinemagraphs ]

INTERNET

[ online catalog ]

INTERNET

[ online catalog ]

INTERNET[ bloggers ]

PRINT ADS

PRINT ADS[ in-store ]

PRINT ADS

[ magazine ]

PRINT ADS

[ magazine ]

EVENTS

EVENTS[ First Stop ]

BTL[ application ]

BTL[ conveyer belt ]

Don’t just travel. Travelle.

BTL[ runway ]

thanks

forbringing

february

september

decemberMonday, October 29, 12

ENDMonday, October 29, 12

2013Monday, October 29, 12

AND SO...Monday, October 29, 12

BON VOYAGEMonday, October 29, 12

elle travel bags, integrated marketing and communications campaign

12disgusterssm

12american

12currentlow

outhong kong

datedbasicstylishtrendyurbanchicwell

prioritizes

di kacompetitivesamsonitedelseanapapagkamalang

sm location

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