elle travel bags, integrated marketing and communications campaign

Monday, October 29, 12

LLAGGREGATES

IMC

RELATIONSHIP

BRAND CONTACTS STRATEGY


?Monday, October 29, 12

Worl

d tra

vell

er

carl

ton

ECHO

LAC

Amer

ican

tour

ister

SAMS

ONITE

dels

ey


METHODOLOGY


30 interviews


30 interviews

interviewwith ELLE’s

Brand Manager


30 interviews

interviewwith ELLE’s

Brand Manager

analysis


MULTIPLE MARKETS


DISTRIBUTORS

END USERS


AGGREGATES


15


AggregatesMonday, October 29, 12

CURRENT

Elle Yes!Monday, October 29, 12

CURRENT25 – 31 y/o



Single



SingleP 150k/above



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



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



purposeFriends

P10-15k - Bag



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




more of bags, per pc.Other brands: more

convenient & updated


competitive


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


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




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


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/

Brand

EMERGING


EMERGING


Whatever brand’sEMERGING


Whatever brand’savailable

EMERGING



EMERGING

(Samsonite, Delsea, etc.)



Not being judged

EMERGING




Not being judgedby your bag

EMERGING



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


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


CURRENT

Low frequency & size


CURRENT

Low frequency & size

Elle Yes!

Strengthen relationship


BRANDCONTACT po

ints


FRIENDS


FRIENDSgood quality


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


FAMILYgood qualityfunctional

Wise buy.


SM


SMmight be cheaper


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


TRIPOLOGIE

Degrades the exclusivity of Elle


46

MINDMAP


{DISGUSTERS}


{DISGUSTERS}SM Stores



{DELIGHTERS}



{DELIGHTERS}Friends &Family




{ANNOYANCES}




{ANNOYANCES}

Tripologie Store




{ANNOYANCES} {FRILLS}

Tripologie Store


MIND MAP


MIND MAP

STYLE


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

Chic

Elle MagazineWander

Travel


MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Chic

Well known

Elle MagazineWander

Travel


MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Chic

Well knownExclusive

Elle MagazineWander

Travel


MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Chic

Well knownExclusive

SophisticatedElle Magazine

Wander

Travel


MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Chic

Well knownExclusive

Sophisticated

Young

Elle MagazineWander

Travel


MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Chic

Well knownExclusive

Sophisticated

Young

GirlyElle MagazineWander

Travel


MIND MAP

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Urban

Chic

Well knownExclusive

Sophisticated

Young


Travel


MIND MAP

NEGATIVE PERCEPTIONS

ASSOCIATIONS

PERSONALITY

STYLEBasic

StylishTrendy

Urban

Chic

Well knownExclusive

Sophisticated

Young


Travel


MIND MAP


ASSOCIATIONS

PERSONALITY

STYLE

Poor

Basic

StylishTrendy

Urban

Chic

Well knownExclusive

Sophisticated

Young


Travel


MIND MAP


ASSOCIATIONS

PERSONALITY

STYLE

Poor

UnknownBasic

StylishTrendy

Urban

Chic

Well knownExclusive

Sophisticated

Young


Travel


MIND MAP


ASSOCIATIONS

PERSONALITY

STYLE

Poor

Unknown

advertising

Basic

StylishTrendy

Urban

Chic

Well knownExclusive

Sophisticated

Young


Travel


MIND MAP


ASSOCIATIONS

PERSONALITY

STYLE

Poor

Unknown

advertising

Old productsBasic

StylishTrendy

Urban

Chic

Well knownExclusive

Sophisticated

Young


Travel


MIND MAP


ASSOCIATIONS

PERSONALITY

STYLE

Poor

Unknown

advertising

Old products

Out-dated

Basic

StylishTrendy

Urban

Chic

Well knownExclusive

Sophisticated

Young


Travel


MIND MAP


ASSOCIATIONS

PERSONALITY

STYLE

Common

Poor

Unknown

advertising

Old products

Out-dated

Basic

StylishTrendy

Urban

Chic

Well knownExclusive

Sophisticated

Young


Travel


MIND MAP


ASSOCIATIONS

FUNCTION

PERSONALITY

STYLE

Common

Poor

Unknown

advertising

Old products

Out-dated

Basic

StylishTrendy

Urban

Chic

Well knownExclusive

Sophisticated

Young


Travel


MIND MAP


ASSOCIATIONS

FUNCTION

PERSONALITY

STYLE

Common

Poor

Unknown

advertising

Old products

Out-dated

FunctionalPractical

Basic

StylishTrendy

Urban

Chic

Well knownExclusive

Sophisticated

Young


Travel


B.R.S.


B.R.S.my friend with an


B.R.S.my friend with an

IDENTITY CRISIS


THE

BIG

PRO

BLEM


their favorite product is


their favorite product is

is a brand they don’t like


have mixed views about


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




Website


Hong Kong authoritiesMonday, October 29, 12


Website 1M budget


Hong Kong authoritiesMonday, October 29, 12

IMCSTR

ATEGY


OBJECTIVES


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


CHANNELS

EXECUTION


CHANNELS

EXECUTION

&


TIMELINE

CHANNELS

EXECUTION

&


TIMELINE

in

CHANNELS

EXECUTION

&


TIMELINE 1inCHANNELS

EXECUTION

&


2012Monday, October 29, 12

INTERNET


INTERNET

PRINT ADSMonday, October 29, 12

INTERNET

PRINT ADS

EVENTS


INTERNET

PRINT ADS

EVENTS

BTL


INTERNET


INTERNET

[ cinemagraphs ]


INTERNET

[ online catalog ]

0


INTERNET

[ online catalog ]

360 0


INTERNET[ bloggers ]


PRINT ADS


PRINT ADS[ in-store ]


PRINT ADS

[ magazine ]


EVENTS


EVENTS[ First Stop ]


BTL


BTL[ application ]


BTL[ conveyer belt ]


BTL[ conveyer belt ]

Don’t just travel. Travelle.


BTL[ runway ]


thanks

us

forbringing

along


february

march

april

may

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

Business

12disgusterssm

12american

12currentlow

outhong kong

datedbasicstylishtrendyurbanchicwell

prioritizes

di kacompetitivesamsonitedelseanapapagkamalang

sm location