Brand Proposal Presentation

By: Alex Fiore, William Labenberg & Cadence DeCola

3 Proposed Brands:

Brand Backgrounds Mugshots Coffeehouse & Cafe

• Three Locations in Philly

(Fairmount, Manayunk,

Brewerytown).

• Use only fair-trade and

organic ingredients.

• Use products from local farms

& dairies.

• Large variety of lattes &

espressos.

• Serve breakfast foods, as well

as sandwiches and wraps.

Tristan Video

• Opened in October 2005 on

Liacouras Walk to provide

a unique service to Temple

students

• Since opening, Tristan has

serviced over 13,500

customers

• Stock has grown to include

11,300 movies (including

6,600+ unique titles)

• Also a large stock of video

games for Xbox 360,

Playstation 3, and Wii.

Men’s Warehouse

• Founded by George Zimmer

in 1973 in Houston, TX.

• Today, there are over 500

locations nationwide.

• “I guarantee it” became its

famous advertising slogan

since being introduced in

early commercials in the

1980s.

• Products for sale include

suits, tuxedos, dress shoes,

ties, coats, dress shirts, etc.

• Also have tailoring, cleaning,

and rental services.

Current Situation Mugshots Coffeehouse & Café

• Voted “Best of Philly” in 2005

• Maintain a loyal local customer base (those who oppose large corporations)

• Very little self promotion or brand identity on site

• Make press releases available on website

• You can become a member of the site, but very little interactive activity

• Very little outdoor or web advertising

 

 

 

 

 

Tristan Video

• No telephone number • Featured links do not stand

out or draw attention of user in order to be clicked and explored

• Uninviting and far from stimulating. Logo is hand rendered and scanned to be paired with a very un-professionally designed page.

• The overall representation Tristan’s website does not correlate with their in-store experience and vibe

Men’s Warehouse

• Named one of the "100 Best Companies to Work for" in America for 9 of the last 10 years.

• Has recently opened chain of dry cleaning stores called MW Cleaners in the Houston area.

• Their website offers style advice such as what to look for when buying a suit, how to tie a tie, the do’s and don’ts of formalwear, etc.

• Mostly advertise on television and in print.

Missed Opportunities Mugshots Coffeehouse & Café

• Website provides few

opportunities for customer

engagement.

• Site is informative, but does

not have anything to keep

visitors on the site.

• They do very little to brand

themselves using the

“Mugshots” name.

o They do not identify

themselves with the

mugshot pun on the

website.

Tristan Video

• A well-designed website

could help brand Tristan and

create an unique user-

experience that coincided

both in-store and online

• A better designed website that

listed all titles in stock and

categorized them more

efficiently would increase

traffic on the site, and

subsequently lead to

increased sales and consumer

knowledge of the business.

Men’s Warehouse

• They allow you to mix and

match suits, but do not allow

you to see how they would

look together.

• The process of picking out

clothing on the website is

very basic and does not allow

you interact with the user’s

individual preferences.

• It could add a place for you to

plug in all your measurements

and preferences for price,

style, etc. and show which

brands would be best for you.

Brand Challenges Mugshots Coffeehouse & Café

• Mugshots wants to remain a

small, local favorite, so

advertising must be subtle

• Many Philadelphians already

have loyalty with a Dunkin’

Donuts or Starbucks

• Marketing must highlight

organic and free-trade

information

• Their menu is so extensive it

may make it difficult to

identify the brand with one

product (Ex.- Iced Coffee,

Espresso, Breakfast, etc.)

Tristan Video

• Does not set themselves apart

from other major businesses

on campus or apart from

video stores in general

• Faces competition from all

other businesses on Temple’s

campus

• Website does not represent

the store.

• The video rental industry may

be fading due to other

services such as ON Demand

and Netflix.

Men’s Warehouse

• Prices are not as inexpensive

as they are on other databases

such as eBay, Amazon, etc.

and some smaller other

retailers such as

MegaSuits.com.

• Must cater more to the fact

that people are trending to

shopping online more than in-

store by making the site more

interactive.

• Does not have anything that

sets really sets themselves

apart from other formalwear

dealers.

Competitive Analysis Mugshots Coffeehouse & Café

• Dunkin Donuts o Very active on Twitter &

Facebook o Lacks unique atmosphere

at each location o National media

campaigns on TV, radio, and Internet

• Starbucks o Very active on Twitter &

Facebook o Also like to advertise

organic and free-trade info

o Locations in West Philly and on Main Street Manayunk

o National media campaigns

• Local diners & coffee shops o Minimal advertising or

use of social media o Lack of consistent brand

identity within stores

Tristan Video

• BlockBuster • Enticing website inviting user to

explore content • Organized content that is easy to

navigate • Looks, and is, professionally

designed • Users can create profiles and

share and critique content • No links to any social media

networks • Netflix • Not very alluring homepage • Shows many concise links

enabling user to navigate easily • Able to create profile and create

custom settings • Provides descriptions of

services, fees, and methods of connecting to service.

• No links to any social media networks

Men’s Warehouse

• Jos. A. Bank o Has greater discount deals

running currently. o More details about the features

of every product on their individual pages

• MegaSuits.com o More subcategories of different

kinds of suits are provided to narrow the search.

o Website is not as professional. o No advice is provided. o Suit pieces are not sold

separately. • Men’s USA

• Website is very cluttered. • More subcategories to choose

from. • Size dimensions are more

specific. • Prices are generally cheaper

than Men’s Wearhouse.

Online and Offline Presence Mugshots Coffeehouse & Café

Online

• Website is very basic (not

primitive, but certainly not eye-

catching)

• No direct links to Twitter or

Facebook pages on website

Offline

• No outdoor advertising in

surrounding neighborhoods

• Not known about to all

Philadelphians, mostly only

locals.

Tristan Video

Online

• Monotone, far from exciting or

multidimensional

• Each section of content is

presented the same way so

content is blurred and does not

draw attention

Offline

• Store is colorful with unique

layout and shopping/browsing

experience (however, no

particular theme is noticeable)

• Friendly and knowledgeable first

hand customer service associates

• Lacks advertising

Men’s Warehouse

Online

• Multidimensional and promising,

but could be improved with more

interactive features.

• Does not allow you to put in

your information to make the

website more personal to your

preferences.

Offline

• Their brand is one of the best and

most popular in the market.

• More locations than any other

store that specializes in men’s

formalwear.

Possible Fixes Mugshots Coffeehouse & Café

• Website and coffeehouses should identify themselves with the Mugshot name o More actual mugshots on the

walls and on the site o Opportunity for social media

customers upload mugshots to website

o Customer submittals get hung on location in the restaurants

• Direct links to Facebook and Twitter on the homepage

• Neighborhood advertising (ie, small billboards or bus stop vestibules)

• Create an online environment where customers can join in on the discussion about organic and free trade ingredients

• Allow customers to submit photos/mugshots of themselves

to be hung on the walls of the café.

Tristan Video • Allow those who are members of

the website to write their own reviews on a section of the website

• Allow an integrated experience between store and online where customers could renew videos or merchandise online through their username and credit card information

• Improved design, navigation, and cohesion of website

• Surveys asking guests what they think of the store and their online presence

• Provide a list of movies that not only tells you if Tristan’s has a specific movie, but also tells you

if it is currently being rented out of not.

Men’s Warehouse • Provide a section where a user

can plug in his measurements and preferences in material, brand, price range, style, etc.

• After measurements are plugged in, an online avatar that is based on these dimensions can be used to mix and match different jackets and pants.

• Provide a section that offers suggestions of which brand and style would be best to where to a certain occasion.

• Provide a discussion section where users can post questions and comments regarding different brands of suits, styles, materials, etc.

Wrap-up

The three brands we have proposed are all missing tremendous opportunities to connect with their clients interactively. We believe a well designed, and well executed, social media campaign will

allow these brands to effectively communicate and engage with their existing customer base. New social media material will also help the brand extend its name to new demographics that haven’t

been reached. An intuitive website and enhanced use of social media sites will project the brand’s message to a new, larger market.