Graduate
The garduate has a keen interest in fashion yet cannot afford to splurge. She is still studying so wants to shop at reasonable prices. Value for money seems to be her belief. The graduate enjoys organic products that are chemically-free.
I would sell organic bath and body products since she is aware of the importance of natural and fresh ingredients. Products such as bath soaps and body lotions made from fruits and vegetables would appeal to her. I would use the internet and fashion magazines as mediums of communication. Students enjoy surfing on the internet and read magazines to keep updated about latest trends and products available. The message I would send out is the importance of organic products and affordable rates. I would want to send out the message of Value For Money.
PARTY GIRL
She is trendy, stylish and outgoing and enjoys socialising. She is very aware of fashion and enjoys spending on herself to look fashionable. For her, meeeting friends and partying and looking good goes hand in hand. She would keep herself updated about all the latest trends.
I would want to sell party/formal bags to her. Clutches in different styles and colours would attract this sort of a person. It would make her feel vibrant. I would use fashion magazines as a medium of communication, since that is one of the best ways to know about the latest trends and styles. I would also keep these clutches at window displays to attract her. The message I would send out is that these clutches are high end fashion products and are the latest trends worldwide. For a party girl, it is a must to have these bags.
PROFESSIONAL
The professional works for majority of the time, almost twelve hours. She has no spare time to pursue any other activity she wants. What little free time she has, she cooks a meal for her children. Her career and family keep her extremely busy.
I would want to sell a multi-purpose phone to her which would consist of the basic feautures along with excellent internet facilities. I would use business magazines as a mean of communication along with direct mailing. Newspapers would also prove to be a good option to advertise the phone. The message I would be sending out is that with the use of this phone, a professional's life can be easier and more organised.
Wednesday, 25 February 2009
Tuesday, 24 February 2009
LUSH
Branding Task 2
LUSH; a cosmetics and toiletries company that focuses on fresh and handmade products such as soaps, gels, fresh facepacks and creams. It uses organic and natural ingredients wherever possible and minimises the use of artificial minerals. Lush is an independent retailer with 379 stores worldwide.
BRAND STRATEGY:
Organisational structure: Lush follows a 'flat' management structure and does not have a traditional marketing department. The company directors are responsible for training the employees.
Positioning/ Target market: It's positioned at a mid-market level where consumers do not hesitate in spending a little more on organic products. Such brands attract a wide range of consumers mostly females between the ages of 18-35.
Strategy: Through their stores and online shops, Lush has gained a reputation it can sustain. Since they have no marketing department, they do not advertise on a big scale. They self-promote their brand through the products and services offered. They endure seasonal promotion; at christmans they target gift buyers through creating an attractive, useful and complete gift package at a reasonable price. Lush also publishes 15 page mini-magazine which they keep instores throughout the year featuring their most sought after and latest products.
BRAND PROPOSITION:
Product offering
(Bath):Bath ballistics, soaps and bubble bars.
(Shower): Smoothie shower soaps, shower jelly, butter creams, gels and emotibombs.
(Haircare): Scalp and hair treatement, shampoos. conditioners and henna.
(Skincare): Face creams, facepacks, toners, balms, hand and body lotions, butter and essential oils.
(Fragrances): Handmade perfumes and body sprays such as Go Green and Karma.
(Gifts): Reasonable yet fun and innovative gift boxes.
The service of staff is always freindly and helpful. They educate customers and help them in picking products that would suit their particular skin type. There is a realness in the way they handle their client base.
The shop itself looks colourful and fun. The aroma inside the store is appealing and fresh but the aroma outside the store is what makes a customer enter. The fragrance is very inviting and any one would know if Lush is around the corner. People associate this aroma with the brand and its natural and organic cosmetics and toiletries.
BRAND EXPRESSION/COMMUNICATION:
Lush stands for natural ingredients in their products such as fruits, vegetables and salts and the names and faces of the product's manufacturers are always attached to it. This sort of a labelling system helps in familiarising the customers and engaging them with the brand on a personal level.
Although it has a small business attitude, it has made a distinctive presence in the market. It also garauntees that their company do not test on animals. In a way it tries to communicate the essence of real minerals and salts and the benefits that come from using such cosmetics.
The staff in-stores wear minimal makeup, sober clothes and an apron. Unlike many other cosmetic brands that have their employees wearing heavy makeup, Lush focuses on simplicity and freshness. It expresses the importance of being yourself and taking care of your face/body by using organic fruits and vegetables. It encourages customers to not hide behind makeup but to reveal their natural beauty.
RECOMMENDATIONS:
Customers throughout the world are now becoming highly aware of using fresh and natural cosmetics and toiletries. Although it's competition is mainly The Body Shop and other Indian Herbal and Ayurvedic products, Lush needs to create a physical awareness of it's brand in the market to increase its customer base.
LUSH; a cosmetics and toiletries company that focuses on fresh and handmade products such as soaps, gels, fresh facepacks and creams. It uses organic and natural ingredients wherever possible and minimises the use of artificial minerals. Lush is an independent retailer with 379 stores worldwide.
BRAND STRATEGY:
Organisational structure: Lush follows a 'flat' management structure and does not have a traditional marketing department. The company directors are responsible for training the employees.
Positioning/ Target market: It's positioned at a mid-market level where consumers do not hesitate in spending a little more on organic products. Such brands attract a wide range of consumers mostly females between the ages of 18-35.
Strategy: Through their stores and online shops, Lush has gained a reputation it can sustain. Since they have no marketing department, they do not advertise on a big scale. They self-promote their brand through the products and services offered. They endure seasonal promotion; at christmans they target gift buyers through creating an attractive, useful and complete gift package at a reasonable price. Lush also publishes 15 page mini-magazine which they keep instores throughout the year featuring their most sought after and latest products.
BRAND PROPOSITION:
Product offering
(Bath):Bath ballistics, soaps and bubble bars.
(Shower): Smoothie shower soaps, shower jelly, butter creams, gels and emotibombs.
(Haircare): Scalp and hair treatement, shampoos. conditioners and henna.
(Skincare): Face creams, facepacks, toners, balms, hand and body lotions, butter and essential oils.
(Fragrances): Handmade perfumes and body sprays such as Go Green and Karma.
(Gifts): Reasonable yet fun and innovative gift boxes.
The service of staff is always freindly and helpful. They educate customers and help them in picking products that would suit their particular skin type. There is a realness in the way they handle their client base.
The shop itself looks colourful and fun. The aroma inside the store is appealing and fresh but the aroma outside the store is what makes a customer enter. The fragrance is very inviting and any one would know if Lush is around the corner. People associate this aroma with the brand and its natural and organic cosmetics and toiletries.
BRAND EXPRESSION/COMMUNICATION:
Lush stands for natural ingredients in their products such as fruits, vegetables and salts and the names and faces of the product's manufacturers are always attached to it. This sort of a labelling system helps in familiarising the customers and engaging them with the brand on a personal level.
Although it has a small business attitude, it has made a distinctive presence in the market. It also garauntees that their company do not test on animals. In a way it tries to communicate the essence of real minerals and salts and the benefits that come from using such cosmetics.
The staff in-stores wear minimal makeup, sober clothes and an apron. Unlike many other cosmetic brands that have their employees wearing heavy makeup, Lush focuses on simplicity and freshness. It expresses the importance of being yourself and taking care of your face/body by using organic fruits and vegetables. It encourages customers to not hide behind makeup but to reveal their natural beauty.
RECOMMENDATIONS:
Customers throughout the world are now becoming highly aware of using fresh and natural cosmetics and toiletries. Although it's competition is mainly The Body Shop and other Indian Herbal and Ayurvedic products, Lush needs to create a physical awareness of it's brand in the market to increase its customer base.
- It publishes mini-magazines and keeps them in-stores to provide information, Lush can also start distributing it at exciting and young venues like cinemas, bars and cafes. This will reach an audience that is not aware of its product offerings and will attract potential customers.
- Since it stands for naural ingredients in its products, and aviods chemical induced cosmetics, it should tie up with "GREEN" events such as Earth day. In recent times, people appreciate healthy and natural products and associate it with the world they live in. Lush can organise a one day event every season to promote itself in the sense of truly being natural.
- The brand can also hold a 'Trunk Show' in-store, whereby they can invite customers to educate them further about the importance of using organic cosmetics. The employees can have an informal meet-and-greet session with its customer base. This will help Lush to gain relationship marketing. At the end of the show, gift bags containing new product samples can be given.
- Since Lush is an independent retailer, it can expand into departmental stores such as selfridges and debenhams to create awareness of its physical presence.
Friday, 20 February 2009
4 c's Framework
Television
Communications
Deliever a personal message: HIGH
Reach a large audience: HIGH
Level of interaction: LOW
Credibility: HIGH
Cost
Absolute cost: HIGH
Cost per contact: HIGH
Wastage: LOW
Size of investment: HIGH
Control
Ability to target: HIGH
Flexibility: LOW
RADIO
Communications
Deliever a personal message: MEDIUM
Reach a large audience: HIGH
Level of interaction: MEDIUM
Credibility: MEDIUM
Cost
Absolute cost: MEDIUM
Cost per contact: LOW
Wastage: MEDIUM
Size of investment: MEDIUM
Control
Ability to target: MEDIUM
Flexibility: MEDIUM
INTERNET
Communications
Deliever a personal message:MEDIUM
reach a large audience: HIGH
Level of interaction: HIGH
Credibility: MEDIUM
Cost
Absolute cost: LOW
Cost per contact: LOW
Wastage: MEDIUM
Size of investment: LOW
Control
Ability to target: HIGH
Flexibility: HIGH
PRESS
Communications
Deliever a personal message: HIGH
Reach a large audience: HIGH
Level of interaction: HIGH
Credibility: HIGH
Cost
Absolute cost: LOW
Cost per contact: LOW
Wastage: LOW
Size of investment: LOW
Control
Ability to target: HIGH
Flexibility: HIGH
OUTDOOR ACTIVITIES
Communications
Deliever a personal message: MEDIUM
Reach a large audience: MEDIUM
Level of interaction: MEDIUM
Credibility: MEDIUM
Cost
Absolute cost: HIGH
Cost per contact: LOW
Wastage: MEDIUM
Size of investment: HIGH
Control
Ability to target: MEDIUM
Flexibility: LOW
Communications
Deliever a personal message: HIGH
Reach a large audience: HIGH
Level of interaction: LOW
Credibility: HIGH
Cost
Absolute cost: HIGH
Cost per contact: HIGH
Wastage: LOW
Size of investment: HIGH
Control
Ability to target: HIGH
Flexibility: LOW
RADIO
Communications
Deliever a personal message: MEDIUM
Reach a large audience: HIGH
Level of interaction: MEDIUM
Credibility: MEDIUM
Cost
Absolute cost: MEDIUM
Cost per contact: LOW
Wastage: MEDIUM
Size of investment: MEDIUM
Control
Ability to target: MEDIUM
Flexibility: MEDIUM
INTERNET
Communications
Deliever a personal message:MEDIUM
reach a large audience: HIGH
Level of interaction: HIGH
Credibility: MEDIUM
Cost
Absolute cost: LOW
Cost per contact: LOW
Wastage: MEDIUM
Size of investment: LOW
Control
Ability to target: HIGH
Flexibility: HIGH
PRESS
Communications
Deliever a personal message: HIGH
Reach a large audience: HIGH
Level of interaction: HIGH
Credibility: HIGH
Cost
Absolute cost: LOW
Cost per contact: LOW
Wastage: LOW
Size of investment: LOW
Control
Ability to target: HIGH
Flexibility: HIGH
OUTDOOR ACTIVITIES
Communications
Deliever a personal message: MEDIUM
Reach a large audience: MEDIUM
Level of interaction: MEDIUM
Credibility: MEDIUM
Cost
Absolute cost: HIGH
Cost per contact: LOW
Wastage: MEDIUM
Size of investment: HIGH
Control
Ability to target: MEDIUM
Flexibility: LOW
Tuesday, 17 February 2009
Upmystreet profile (W1H 7QJ)
Local area
Full neighbourhood profile
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Often, many of the people who live in this sort of postcode will be prosperous young professionals living in flats. These are known as type 16 in the ACORN classification and 1.03% of the UK’s population live in this type.
Neighbourhoods fitting this profile are found primarily in Inner London in Westminster, Camden, Islington, Haringey and Hackney as well as in Brighton, Bristol, Glasgow and Edinburgh. Here is an overview of the likely preferences and features of your neighbourhood:
Family income
Very high
Interest in current affairs
Very high
Housing - with mortgage
Low
Educated - to degree
Very high
Couples with children
Very low
Have satellite TV
Low
These young people live in urban areas in purpose built and converted flats. This group has the highest levels of people aged 25-29. They are very highly qualified, and are making their way up the career ladder in the professions and managerial roles. They earn high salaries. 40% of people live alone. There are also high numbers sharing larger properties. They are typically renting rather than buying, which reflects the more transient nature of these communities. They are hard working and as a result make optimum use of their leisure time. They are twice as likely to use services such as ordering their groceries online for home delivery, and the Internet for shopping. These people are keen readers and have wide interests which include art, music, the theatre and cinema. They also eat out regularly in restaurants and pubs. They really like to travel abroad and will take the full range of holidays including winter sun and snow, weekend breaks and long haul trips. Given their high incomes, they do invest some of their money in a broad range of investments. They are keen users of credit cards for their purchases, with high monthly spend and correspondingly high credit limits. This type more closely follows current affairs than any other. Like other urban groups, they will buy a daily paper to read on the way to work and will choose from the Financial Times, The Guardian and Independent. On Sundays they choose the Observer and The Sunday Times.
Full neighbourhood profile
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document.write('');
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Often, many of the people who live in this sort of postcode will be prosperous young professionals living in flats. These are known as type 16 in the ACORN classification and 1.03% of the UK’s population live in this type.
Neighbourhoods fitting this profile are found primarily in Inner London in Westminster, Camden, Islington, Haringey and Hackney as well as in Brighton, Bristol, Glasgow and Edinburgh. Here is an overview of the likely preferences and features of your neighbourhood:
Family income
Very high
Interest in current affairs
Very high
Housing - with mortgage
Low
Educated - to degree
Very high
Couples with children
Very low
Have satellite TV
Low
These young people live in urban areas in purpose built and converted flats. This group has the highest levels of people aged 25-29. They are very highly qualified, and are making their way up the career ladder in the professions and managerial roles. They earn high salaries. 40% of people live alone. There are also high numbers sharing larger properties. They are typically renting rather than buying, which reflects the more transient nature of these communities. They are hard working and as a result make optimum use of their leisure time. They are twice as likely to use services such as ordering their groceries online for home delivery, and the Internet for shopping. These people are keen readers and have wide interests which include art, music, the theatre and cinema. They also eat out regularly in restaurants and pubs. They really like to travel abroad and will take the full range of holidays including winter sun and snow, weekend breaks and long haul trips. Given their high incomes, they do invest some of their money in a broad range of investments. They are keen users of credit cards for their purchases, with high monthly spend and correspondingly high credit limits. This type more closely follows current affairs than any other. Like other urban groups, they will buy a daily paper to read on the way to work and will choose from the Financial Times, The Guardian and Independent. On Sundays they choose the Observer and The Sunday Times.
My thoughts about Tom Cruise
A popular and extremely good looking actor from Mission Impossible series, Tom Cruise no doubt has made a solid impression in Hollywood. Being part of renowned movies like Top gun, vanilla sky and the latest tropic thunder, I feel he is quite lucky to have made it so big in the movies because personally I do not think of him as an excellent actor. He is good looking, charming and the roles he undertakes sort of present him in a package which is appealing. What I do like him is for the fact that in 27 years of acting, producing and being a philanthropist he consistently battled dsylexia. I do enjoy watching his movies and like any other girl think he is god like but thats where my fanclub ends. To some, he might be one of the best Hollywood has to offer but for me I do not necessarily enjoy his style of acting. However I will still not miss his next movie and analyse every detail about him with my friends afterwards. He is someone worth talking about!
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