Bench, Integrated Marketing and Communications Strategy

BENCH
BODY
Monday, October 29, 12

BENCHBODY

chapter
one

Overview of industry
Aggregates
Contact points
B.R.S.
OVERVIEW

identity
bench

methodologyMonday, October 29, 12

employees
end consumers
mom
MARKETS
MULTIPLE

process
decision-making

process
decision-making
m
otivation

process
decision-making
m
otivation
Try

process
decision-making
m
otivation
Try
Like

process
decision-making
m
otivation
Try
Like
PURCHASE

aggregatesMonday, October 29, 12

aggregates
sluttay!
functional
high school
Current 1
emerging The other current
chosen

CURRENT
sluttay!
current 1

GRAPHICS
demo
sluttay!
current 1

BC1
GRAPHICS
demo
sluttay!
current 1
college

BC1
GRAPHICS
demo
sluttay!
current 1
18 – 21 Y/o
college

GRAPHICS
PSYCHO
sluttay!
current 1

Sexiness &
style
Magazines,
models,
friends
GRAPHICS
PSYCHO
sluttay!
current 1

Confidence boost
“PEOPLE JUDGE ME
BY THE TYPE OF
UNDERWEAR I
CHOOSE.”
“Eye-popping!”
GRAPHICS
PSYCHO
sluttay!
current 1

Confidence boost
“PEOPLE JUDGE ME
BY THE TYPE OF
UNDERWEAR I
CHOOSE.”
GRAPHICS
PSYCHO
sluttay!
current 1

behavioral
sluttay!
current 1

behavioral
Sexy & stylish
P 350 – 500
per piece
sluttay!
current 1

CURRENT
top of mind
“Bench s ads are awesome!”
sexiness and style
Likes the current ads for its sex
appeal
“I don’t really care if Bench would
change its image.”
“What matters is I still get my lingerie.”

CURRENT2
The other current

Current2

Years old
Current2

Years oldHS/college student
Current2

practicality
Current2

practicality
Comfort
Current2

practicality
Comfort
function
Current2

practicality
Comfort style
function
Current2

practicality
Comfort style
function
Current2
MOM

practicality
Comfort style
function
Current2
MOM
“Bra and undie shopping is a ritual that
all girlfriends go through together.”

practicality
Comfort style
function
Current2
MOM
“I like feeling like I’m in my own skin.” –
feels like themselves

they can be more presentable
and carry themselves better
practicality
Comfort style
function
Current2
MOM

practicality
Comfort style
function
Current2
MOM
idea of underwear as being “secret fun”

“They can’t see it anyway.”
practicality
Comfort style
function
Current2
MOM
idea of underwear as being “secret fun”

Buying
behavior

“I pick my underwear depending on
my mood for the day.”
Buying
behavior

what I wear. -------------
I don’t like it to be seen.”-------
Buying
behavior

Practical.
Comfortable.
Functional.
stylish .
Buys
what I wear. -------------
Buying
behavior

Practical.
Comfortable.
Functional.
stylish .
Buys
what I wear. -------------
Buying
behavior
piece by piece,
sets,
or in bulk

Practical.
Comfortable.
Functional.
stylish .
Buys
what I wear. -------------
I don’t like it to be seen.”------- P400 - P700
a piece.
Buying
behavior
piece by piece,
sets,
or in bulk

Degrading.
“They’re trying too hard to make a sale, to
the point that they use the bodies of their
endorsers.” DESPERATE.
Trashy&
“Tacky and scandalous ads”
“I’d purchase more if they fixed their image.”
1-2x a year or when she sees
something she likes – not often
lack of loyalty
Prices < Budget
Bench
slut
Can buy more
hate

Competitive
functional

graphics
DEMO
functional

graphics
DEMO
12 – 15 y/o
functional

graphics
DEMO
12 – 15 y/o
High School
functional

graphics
DEMO BC1
12 – 15 y/o
High School
functional

graphics
psycho
functional

graphics
psycho
Style and fit
Moms, sisters,
friends
Comfort
functional

BEHAVIORAL
functional

BEHAVIORAL
Buys own
underwear
Function/Support
P 200 - 1000
functional

competitiveMonday, October 29, 12

competitive
Top of Mind
Purchased but
Affordable
no repeat purchase
“Underwear rips
quickly”

competitive
Does not have
the right fit and size
Last resort
“Too sensual,
Does not like the ads
too FHM.”

EMERGING
high school

graphics
DEMO
high school

graphics
DEMO
High School
12 – 15 y/o
BC1
high school

graphics
psycho
high school

graphics
psycho
Style and fit
high school

graphics
psycho
Style and fit
Moms & sisters
high school

graphics
psycho
Style and fit
Moms & sisters
different types
of underwear
high school

graphics
psycho
Style and fit
Moms & sisters
different types
of underwear
feeling of “FUN”
high school

BEHAVIORAL
high school

BEHAVIORAL
Mom
high school

BEHAVIORAL
Mom shopping buddy
high school

BEHAVIORAL
Mom shopping buddy
who pays for me
high school

BEHAVIORAL
Mom shopping buddy
who pays for me
Less than
P 1,000
high school

EMERGINGMonday, October 29, 12

EMERGING
Top of Mind
Never purchased
Affordable & Style
No items for
younger people

Likes the Bench ads
“That’s hot!”
EMERGINGMonday, October 29, 12

aggregate
chosen
the

aggregate
chosen
the
current 2

WHY IS this the most
profitable
aggregate?

profitable
aggregate?
loyalty

profitable
aggregate?
Market
shareloyalty

profitable
aggregate?
Market
shareloyalty
GOAL

profitable
aggregate?
Market
shareloyalty
GOAL
Increase frequency
and size

profitable
aggregate?
Market
shareloyalty
GOAL
Increase frequency
and size
how?

profitable
aggregate?
Market
shareloyalty
GOAL
Increase frequency
and size
how?
By making them aware
Of the new positioning

contacts
Brand

1 My friends were right!
stylish&

1EXPERIENCE
My friends were right!
stylish&

1 MESSAGESENT
It’s a good brand!
buy it!

2
qualityVariety of
BUT
Tacky
EXPECTATION

2EXPERIENCE
EMBARRASSED
{sensual ads}
They have good productsBUT
:”(

2BECAUSE OF
MESSAGESENT
bench body
quality underwear
tarnished image

3
Too sensual and
degrading for girls.
notUA&P
friendly
EXPECTATION

3 Turned off
notUA&P
friendly
EXPERIENCE

3 Bench body is for
slutty girls
not
UA&P
friendly MESSAGESENT

4
Poor taste/low
quality?
EXPECTATION
not
UA&P
friendly

4Turn off
EXPERIENCE
not
UA&P
friendly

4“Bench body Ads look
cheap, so maybe their
products are cheap.”
MESSAGESENT
not
UA&P
friendly

5
“They Have good quality
so I think its practical.”
EXPECTATION

5 “they fit well.”
EXPERIENCE

5“buy more? haha”
MESSAGESENT

PRIO RITY
GR ID

Disgusters
Billboards
Print ads
Stores

DelightersFriends &Stores

Annoyances

frills
MOMMonday, October 29, 12

Disgusters Delighters
Annoyances Frills
Billboards
Print ads
Stores
Mom
Friends
Stores

Map
Mind

functionAffordable
and
ESSENTIALS
BASICS

functionPractical
but
QUALITY
CHEAP

IMAGETrashy
and
DEGRADING
TACKY

IMAGEStylish
for
MOOD
CUTE
designs
every

B.R.S.
BENCHis

B.R.S.
BENCHis
my slutty friend I don’t want to be seen with.

chapter
two

objectives
strategy
big idea
timeline
OVERVIEW
contact pts. and executions

OBJECTIVES

OBJECTIVES
frequency

OBJECTIVES
loyalty
frequency

OBJECTIVES
loyalty
frequency
size

strategystrategy

strategystrategy
Change our
identity...
and let them know!

big
Be you.

big
Be you.WEAREVER.

big
Be you.WEAREVER. WHENEVER.

proposed
contact points
channelsand execution

Viralmarketing

activation

display
interactive

Print
ads

bill
boards

WEdnesdayMonday, October 29, 12

thursdayMonday, October 29, 12

timeline

timeline may

timeline may
Viral
marketing

june july

june july
Activation

Aug Sep

Aug Sep
Interactive
Display

oct dec

oct dec
Print Ads

jan mar

jan mar
Billboards

for culminating activity

apr

apr
Print Ads

may
Culminating
Activity

end
may
Culminating
Activity

donealmost

conclusion

conclusion
thank you

Bench, Integrated Marketing and Communications Strategy

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Bench, Integrated Marketing and Communications Strategy