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ADV263: Product Launch + Client Presentation

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Our team came up with the idea of a fictional product launch + brand manual and advertising campaign portfolio. I put together the presentation and did the digital design of the products.

Publicado en: Marketing
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ADV263: Product Launch + Client Presentation

  1. 1. Product Launch August 2014
  2. 2. Introduction Our focus is on women’s overall health and beauty. Just Girly believes strongly that beauty comes from within. Just Girly drops are flavored water enhancers that are specially formulated with nutritious ingredients that promote health benefits from within. Our target market - women of any age group and every lifestyle. We have the potential to expand to beauty and weight loss products, such as meal replacement shakes, a line of skincare products, cellulite creams and more.
  3. 3. Contributors Nurkhudah Hepburn Jacqueline Polanco Britney Streeter Krystal Slate 30 year old undergraduate. Major in fashion merchandising management. Merchandiser for Safeway Inc. Hopes to work as a brands delivery manager for Victoria’s Secret someday. 28 year old undergraduate living in Puerto Rico. Major in Marketing with a concentration in Social Media Marketing and a Minor in Communications. Hopes to own her online business one day and be seen as a thought leader. 22 year old living in southern New Hampshire. Who works full time as a customer service representative at Northeast Delta Dental. 6 short months away from graduating with her bachelors in Business Studies with a focus in Human Resources Management. Very excited to learn more and move onto bigger and better things in her career!
  4. 4. Situation Analysis Just Girly uses this to analyze our internal and external environment; to understand our capabilities, customers, and business environment. The situation analysis is an overview of the circumstances we are facing. It covers a company analysis, competition analysis, and customer analysis.
  5. 5. About The Company Just Girly is not a multi-level marketing company where members have to pay a yearly fee. Just Girly focuses on selling products that are available to any women out there. We are launching the brand name with vitamin/water enhancer drops first to test the market. Just Girly drops will be available as an “on-the-shelf” product in pharmacies and grocery stores. We are the next go-to for women. Stay-at-home moms, working women, fitness enthusiasts. We strive to be the beauty company that cares about women inside and out. We hope to expand our line to include more skincare and weight loss products. Glow, youth, and elasticity. This is why our Just Girl drops has ingredients specially formulated for beauty, mind, and body. It gives women confidence, energy, and a boost to their skin.
  6. 6. Corporate Objectives • Introduce the product to the market and grow revenue by 15% in each of the first five years. • Add 1,000 new corporate accounts generating at least $20,000 per account within three years. • Become the market leader in the US Health Beverage sector by 2015. • Supply a minimum of 5,000 samples per month. • Recruit five suitable distribution agents in the target city within 12 months. • Reduce average distribution costs to less than 5% of gross revenue • Reduce the order lead time by 15%.
  7. 7. SWOT Analysis STRENGTHS • Just Girly drops is targeted towards women with both active and sedentary lifestyles to make them feel good about themselves. • Some women prefer a vigorous lifestyle. They like going to the gym, running, or kickboxing to keep fit. While others prefer yoga or meditation. Just Girly drops are specially formulated to fit each lifestyle. • It promotes a delicious way of flavoring their water and increase the consumption of it to keep them hydrated throughout the day. WEAKNESSES • Competing with competitors’ ingredients • Reinventing taste and inventing new flavors • Finding effective distributive channels and maintaining vendor/buyer contracts with pharmacies and beauty stores, such as Sephora or Walgreens. • Perfecting the image of perception drink. • Staying ahead of a fast moving industry.
  8. 8. SWOT Analysis – cont. OPPORTUNITIES • Potential to get a patent for ingredients in Just Girly drops that competitors are not using. • Opportunity to co-brand with another company to grow the product line and develop other products. • Woman are always looking for the next big thing, we love anything promoting health and weight loss. This is a HUGE market! THREATS • Can this product stand out from a flooded market of water enhancers. • Threats of potential copycat products, if we don’t have a patent. • FDA has heavy regulations, startup cost can be high. • Breaking into a market can be difficult, competing with existing “skinnygirl” products.
  9. 9. Competitors DIRECT Skinny Girl has the same concept as ours except they lack the beauty and energy aspect of it. Skinny Girl focus mainly on low calorie products. INDIRECT Coca-Cola with Dasani Drops Kraft Foods with MiO
  10. 10. Audience Research – Target Market Just Girly brand is targeted to women from the millennial generation (born between 1980’s – 2000’s) — a notoriously inconsistent and hard-to-reach group, particularly in the ultra-competitive beverage enhancing aisle.
  11. 11. Audience Research – Buyer Personas SHAR - BEAUTY She is: Shar is a full-time fashion merchandising management student. She is 24 years old. Lives with her parents and currently has a boyfriend. • She wants: Since she would like to work with models and designers, she knows how important it is to take care of herself. She wants to look young and fashionable. Her favorite stores are Sephora and Victoria’s Secret online or in-store. She doesn’t mind spending more money on something special. • She needs: She wants to feel appreciated and spoiled. She needs a product that makes her feel beautiful and that assists her while going to the gym. BRITNEY - BODY • She is: Britney is a 22 year old women, she is a divorced mother of a baby girl. She works full time as a customer service representative and makes around 30-50K a year. • She wants: She has a very busy life, so she doesn’t have the time or budget to go to a gym. She is constantly struggling with her weight. She barely drinks water, because she can hardly leave her desk. She is also constantly going to Safeway to buy food for her and her child. • She needs: She needs to drink water to lose weight. She wants to feel like she found a hidden gem and that she is a part of a community that makes her feel special. She needs decent products for her and her family for a very good deal. JACQUELINE - MIND • She is: Jacqueline is a 28 year old woman, married with no kids, with a yearly income of 70-100K. She is a marketing manager of an online business. • She wants: She practices yoga in her house. She likes to buy everything online and prefers eating out, rather than going to a supermarket. She drinks water but she doesn’t like the flavor. • She needs: She needs to drink water to help her lose weight and to control her anxiety. So she is willing to try water enhancers to make her water tastes good while she takes anti-anxiety pills. She needs to be able to buy the drops online and receive it by mail in her country of residence.
  12. 12. Brand Identity Manual ● August 2014
  13. 13. Introduction Our brand is who we are. It’s the set of ideas, emotions and associations that comes to mind whenever anyone thinks about Just Girly. It’s in our advertising, our websites, our mailings, and every communication that comes from us. It also tells our story and shows how we want to be perceived. The Just Girly brand is a valuable asset, requiring proper care and management. Consistency and accuracy in the way the brand is expressed and reproduced will build brand strength and increase brand awareness over time. Just Girly brand is targeted to women from the millennial generation — a notoriously inconsistent and hard-to-reach group, particularly in the ultra-competitive beverage enhancing aisle. They are also digital and social natives, so the brand’s marketing strategy is designed with a heavy emphasis on digital and social channels in order to drive acquisition.
  14. 14. Brand Guidelines The Just Girly brand is a valuable asset, requiring proper care and management. Consistency and accuracy in the way the brand is expressed and reproduced will build brand strength and increase brand awareness over time.
  15. 15. Brand Promise Just Girly is looking to redefine the way women see themselves, by celebrating inner life over outer appearance. We want to empower them to “enhance their life!”, by adding a few water enhancing drops into their water to look, feel and be healthy from the inside out!
  16. 16. Brand Voice TONE Our tone is mainly friendly and honest. It can be chic, down-to-earth, but fun. Use words shaping how users feel, rather than simply what they think or know. Make sure you use everyday girl small-talk. This tone should be used in all communications including blogs, articles, website content, social networks, packaging, and even personal interactions. EXAMPLES “Watch out! We’re sending a new offer in your direction.” “Just Girly adds just the right amount of sweet and healthy into the good ol’ plain water.” Embracing colloquial, everyday language helps people to forge an emotional connection with the text. Exclamatory remarks such as “woohoo”, “yay” and “woot woot” convey the feeling of excitement, for example. Likewise, humor is used when describing difficult or negative things such as a customer unsubscribing from our email list: “Bummer! We hate to see you go. Would you like to take some time to think about it? We can remind you again in three months.”
  17. 17. Logo The Just Girly logo consists of two components: a symbol and a word mark. Just Girly is two words. Capitalize the J and the G when written together. Please don’t try to add different components to the logo. Be sure to use the approved artwork file rather than attempting to re-create our logo. Approved artwork can be found at
  18. 18. Symbol and Word mark THE DROP WORD MARK
  19. 19. Size & Positioning VERTICAL HORIZONTAL SIZE 1/8” MINIMUM
  20. 20. Logo Color The Just Girly logo has only one color: Pantone Solid Coated 7709 C. This blue, must be used consistently across all internal and external communications. P 7709C C: 64 M: 10 Y: 19 K: 0 (Print 4-color) R: 79 G: 179 B: 199 (Broadcast and Web)
  21. 21. Background Applications DARK BACKGROUND LIGHT BACKGROUND
  22. 22. Color Palette The official Just Girly colors are turquoise blue and white. These are the primary colors for use on all JG products and should be dominant in any and all marketing materials.
  23. 23. Primary & Accent Colors P 7709C C: 64 M: 10 Y: 19 K: 0 R: 79 G: 179 B: 199 P White C: 0 M: 0 Y: 0 K: 0 R: 255 G: 255 B: 255 P 11C C: 0 M: 0 Y: 0 K: 80 R: 88 G: 88 B: 91 PRIMARY ACCENT
  24. 24. Secondary Colors P 527 U C: 52 M: 71 Y: 0 K: 0 R: 136 G: 98 B: 169 P 212 C C: 1 M: 79 Y: 0 K: 0 R: 235 G: 93 B: 162 P 1665 U C: 6 M: 71 Y: 75 K: 0 R: 228 G: 108 B: 75 FLAVORS
  25. 25. Typography Typography also helps to center the Just Girly brand identity and should be used consistently across all channels. To help ensure that all of our visual communications are consistent, Just Girly uses a main typeface for logo and one default for marketing and digital materials.
  26. 26. Primary & Secondary Typeface PRIMARY TYPEFACE Brannboll Fet Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz SECONDARY TYPEFACE Segoe UI Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
  27. 27. Brand Packaging All packaging materials must be best-of-class in order to fulfill our brand promise mission. A warehouse environment makes packaging more, not less, important. The following provides guidance on packaging standards. Our brand of water enhancing drops that, using accomplished design and clear differentiation from competition, successfully competes with more established brands.
  28. 28. Bottle Design The shape of bottle resembles a woman’s figure. We want a clear message. We built these bottles and water drops with nutrients in mind that are focused on women’s overall being.
  29. 29. Flavors for Mind Chromium (moves blood sugar from bloodstream and turns it into energy) Vitamin B (improves mood, memory and boosts energy) Ginseng (relieves hot flashes, insomnia, and increases stamina) Yerba mate (stimulates central nervous system and reduces stress) Stevia in The Raw (zero calorie natural sweetener) Flavor: Mango Sweet Delight
  30. 30. Flavors for Body Green Coffee Bean Extract Svetol (reduce glucose entering circulation, aids in burning fats, can reduce body weight because stable blood sugar levels can manage food cravings) Green Tea Extract (lowers cholesterol level) Raspberry Ketones (increases the burning of stored fat) Stevia in The Raw (zero calorie natural sweetener) Flavor: Very Berry Passion
  31. 31. Flavors for Beauty Bilberry Extract (antioxidant properties to protect skin against free radicals, improves blood circulation, maintains healthy eyesight) Coenzyme Q10 (protects skin from sun damage, boosts skin cell activity, stimulates collagen production) Vitamin A (proper skin cell growth and repair, contains retinoid that helps with wrinkles reduction) Vitamin C (ascorbic acid produce collagen that aids in the firming of the skin, keeps skin healthy, and protects against skin discolorations.) Flavor: Strawberry Pink Lemonade
  32. 32. Disclaimer *** Statements are not fully evaluated by the Food and Drug Administration. Our products are not intended to cure or prevent any diseases.
  33. 33. Marketing Materials Marketing materials will be where most people will see the face of Just Girly. It consists of advertisements, direct-mail pieces, posters, brochures, etc. Everything is designed to work in harmony with the environmental design of the product and tied together with the brand colors, typefaces and graphic elements. This will all help reinforce our brand!
  34. 34. Photography Style The photography style of Just Girly should be appropriate to the communication. However, it will usually be characterized as natural, approachable, chic and fun! It will reflect similarities to our brand voice, sends a message in every photograph that the Just Girly brand is fun and down-to-earth.
  35. 35. Business Forms
  36. 36. Other Guidance
  37. 37. Legal Advice Here’s our friendly legal reminder that these graphics are proprietary and protected under intellectual property laws, so please use them correctly! Please don’t: Display these graphics in a way that implies a relationship, affiliation, or endorsement by Just Girly of your product, service, or business. Use these graphics as part of your own product, business, or service’s name. Alter these graphics in any way, or combine them with any other graphics, without written consent from Just Girly.
  38. 38. Resources If you have any questions regarding the correct usage of the Just Girly brand, or if you would like to request artwork files, please contact: Just Girly Marketing Department 1234 International St. Group A, SNHU 29303 T. 505.555.5555 E.
  39. 39. Advertising Campaign Portfolio August 2014
  40. 40. Marketing Strategy Our targets are digital and social natives, so the brand’s marketing strategy is designed with a heavy emphasis on digital and social channels in order to drive acquisition.
  41. 41. SMART Strategic Objectives • Increase brand visibility in the US market within age bracket of 18-45 by 20% • Grow market share from 0% to 25% from August 2014 through to July 2015. • Introduce our website and generate a conversion rate from 0% to 50% by 2015 measured by Google Analytics. • Increase the proportion of sales from repeat business to 45% for the summer season.
  42. 42. Creative Brief Jacqueline, Shar, Britney, Krystal (Just Girly) The project: To launch Just Girly drops that is specially formulated for each woman’s basic needs. Beauty.Body.Mind We are different from competitors because we are not focusing on our flavors but rather the nutrients itself specially formulated for skincare, weight loss/health, and mind focus plus energy. The client: Arden deBrun The intended audience: Mainly women of all ages, lifestyle, exercise habits, various careers, beauty-oriented individuals. Students/Athletes/Professionals/Homemakers Success criteria: We have what the market has not produced. Current water enhancers are merely favors with high sugar content, or low calories, even zero calories. However, so far none is entirely focused on beauty (skin benefits), or direct weight loss, and even those energy water enhancers we see on the shelves now are not specially formulated. It boost energy, but it does not have the benefits of ginseng or chromium, etc like Just Girly Drops have. Flavors perception: Body (woman’s body) Mind (woman’s upper torso), Body (woman’s silhouette and curves). Straightforward but attractive design of bottle. Strategies: Social Media with links to discounts. Magazines such as Cosmopolitan. YouTube videos.
  43. 43. Key Message / Tone “Bring some flair into your water” For our product launch, our advertising will be a playful, but informative. Shape of bottle resembles a woman’s figure. We want a clear message. We built these bottles and water drops with nutrients in mind that are focused on women’s overall being. Not just energy. But mind, weight loss, stabilizes metabolism, and skin care FROM WITHIN. Our main goal is that we want our target audience to feel that these drops can be part of their daily lives. Something that will encourage them to drink more water, and not because of the flavor, BUT the benefits in it.
  44. 44. Integrated Marketing Comm
  45. 45. Digital Communications We will develop a website to capture traffic and provide a credible platform for providing information about the product, as well as a Twitter handle to seek out and respond to conversations about Just Girly; a YouTube channel to promote the launch of our brand; Facebook as the brand hub, where we engage directly with consumers; an Instagram channel to support our digital strategy. Later in, we can establish new channels always by first defining the channel’s role and brand voice.
  46. 46. Website MAIN CONCEPT KEY PERFORMANCE INDICATORS Goal conversion rate Average order value Days & Visits to purchase Visitor loyalty Task completion date Share of search
  47. 47. Mobile MAIN CONCEPT KEY PERFORMANCE INDICATORS Goal conversion rate Average order value Days & Visits to purchase Visitor loyalty Task completion date Share of search
  48. 48. Youtube MAIN CONCEPT KEY PERFORMANCE INDICATORS Engaged Views within Target Demographic Shares and Share Rate Coverage, Links and Embeds Audience Retention Referrals from Other Videos in Channel Subscribers
  49. 49. Facebook MAIN CONCEPT KEY PERFORMANCE INDICATORS Number of fans and followers Shares and Share Rate Likes and Shares Comments Number of Active Followers Traffic to website
  50. 50. Twitter MAIN CONCEPT KEY PERFORMANCE INDICATORS Number of followers Follower/ following ratio Retweets @connects: both @replies and @mentions Brand mentions Hashtag mentions Traffic to website
  51. 51. Online Advertising We will develop online advertising campaigns throughout the web to get instant traffic and conversions.
  52. 52. Youtube Ads KEY PERFORMANCE INDICATORS Direct response Lead generation Social engagement Profit maximization Traffic towards website
  53. 53. Social Media Ads KEY PERFORMANCE INDICATORS Direct response Lead generation Social engagement Profit maximization Traffic towards website
  54. 54. Print A key advantage of magazines is the potential for high-impact messages. Full-page magazine ads rich with color and visual imagery can attract attention and enhance the visual presentation of our products.
  55. 55. Cosmopolitan Magazine MAIN CONCEPT KEY PERFORMANCE INDICATORS Direct response Lead generation Social engagement Return of Investment
  56. 56. Broadcast Our broadcast campaign will be just supportive of our digital communications initiatives.
  57. 57. TV / Youtube Commercial
  58. 58. Broadcast Media Scripts "I'm always on the go, but with Just Girly I enhance my life by adding a little flair into my water"
  59. 59. Proposed Distribution Outlets
  60. 60. Other Ideas
  61. 61. Thumbnail Sketches of Ad Concepts
  62. 62. Other Copywriting and Art Samples
  63. 63. Annotated Bibliography Food Product Design. Flavored Waters Driving Home Soda Machine Sales . 2014. sales.aspx This article is based on the NPD’s National Eating Trends Report and it gives some good insight on how the market is growing. It touched on how the growing demand for water enhancers and customization of beverages has helped with sales for home soda machines. Interestingly, the two relate because consumers want to have a choice in customizing their drinks while also having healthy beverage options in their home. NPD’s National Eating Trends service states that the consumption of carbonated beverages in the home has declined over the past two years and bottled water consumption has gone up. Debra Mednick, executive director of The NPD Group, states that overall consumption of traditional soda in the home has declined, which gives home soda machine manufacturers and beverage companies an opportunity to offset the trend by introducing new products that capitalize on consumer’s healthier beverage preferences. Food Product Design. Water Enhancers Driving Bottled Water Sales. 2013. water-sales.aspx This source includes sales data based on the Bottled water in the US report from Packaged Facts. It explains that water—tap/filtered or bottled—represents 46% of beverage consumption. It also points out water represents nearly half of all beverages consumed by adults, but not as much by children. The article mentions that carbonated beverage consumption in the home has declined in the past two years and sales of complementary products such as CO2 carbonators, bottles, mixes and syrups more than doubled overall. This shows the opportunities for companies to introduce new such product offerings that consumers are after. This consumer preference is due mainly to main driving sources such as healthy living and the obesity epidemic. Importantly, it states that water enhancers have the potential to make a significant impact on sales of bottled water.
  64. 64. Annotated Bibliography Just-Drinks. Round-Up - NPD: Soft Drink Flavour Enhancers Look Like a Free-For-All in 2014. 2013. free-for-all-in-2014_id111901.aspx This was an informative article that touched on possibilities for companies in entering the water enhancer market. It mentioned how Coca-Cola has launched and planned on launching multiple water enhancers through a number of their products. For example, they were planning on introducing Dasani Drops. They have also introduced Powerade Zero drops, which mimic Kraft’s 2012 introduction of MiO Fit and MiO Energy. These products typically target young male consumers into the water enhancer market. The article also touches on how water enhancers (especially those that promote energy) can substitute morning coffee for some. The article touches on the opportunity for growth in the water enhancement market, such as certain products with a specific, unique look for the water enhancement bottle and even cocktail mixes. Kraft Foods. New MiO Fit: Change Your Water Into a Personalized Sports Drink. 2013. releases/us/2013/Pages/us_pr_1222013.aspx This source is a Press Release for MiO Fit’s Super Bowl advertising commercial. It explains how it is a zerio-calorie “customizable sports drink to make Super Bowl debut”. This new MiO fit is a water enhancer that is now targeting an athletic market. It is enhanced with electrolytes that turn it into a sports drink, which is an additional market for MiO. The new line is filled with electrolytes, B vitamins and zero calories. The source states that “it gives you what you want after breaking a sweat”. The source also explains how this MiO Fit commercial will kick off an integrated marketing effort to introduce the new product, including strong digital and social media, PR, sampling, and consumer incentives. There are two flavors: Arctic Grape and Berry Blast.
  65. 65. Annotated Bibliography NPD Group. Water is the Top Adult Daily Beverage Choice, But Not So Much for Kids and Teens, Reports NPD. 2013. releases/water-is-the-top-adult-daily-beverage-choice-but-not-so-much-for-kids-and-teens-reports-npd/ This article explains how water is the best choice for a beverage. It focuses on how Michelle Obama is pushing for everyone, including children, to choose water as their choice of beverage. Facts show that tap/filtered or bottled water is the top beverage at lunch and dinner, closely followed by soft drinks. Findings show that although this is true for adults, children do not drink as much water as they should. Children usually drink more milk and teenagers usually opt for soft drinks (14% during all teen meals compared to 8% for all individuals). With the push from Michelle Obama and many consumers wanting to be more healthy, water is a great choice. To tie in with Just Girly water enhancers, water will be a great top choice with a more flavorful and supplemental kick. Tate & Lyle. "Three insights to food and beverage product success." 2014. This source provided insights from Splenda on what to consider when developing liquid water enhancers. It pointed out that it is a relatively new market, first introduced in 2011. Consumers in all markets expect the best, and as a business, they should aim at trying to please them the best that they can. Consumers are demanding products that are “good for you” but also “good tasting at the same time”. The source states that 90% of people base their purchase decision off of it is good tasting or not. This is where it will relate to our market for Just Girly water enhancers. Not only will they add delicious taste to ordinary water, but they will also help girls in healthy and beautiful ways. The source also touches on the challenges of the market, including knowing how to produce a product with enough flavor packed in while keeping it in a solution and knowing which acid to use to preserve the product.
  66. 66. Thank you! 