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Sensess - Marketing & Promotion Strategy

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Sensess - Marketing & Promotion Strategy

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A new age beauty, spa and salon had to differentiate itself in the market. Eyecatch, the brand strategy and design agency crafted the marketing and promotion strategy for Sensess.

A new age beauty, spa and salon had to differentiate itself in the market. Eyecatch, the brand strategy and design agency crafted the marketing and promotion strategy for Sensess.

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Sensess - Marketing & Promotion Strategy

  1. 1. Marketing & Promotion Strategy
  2. 2. Sensess – The Story It’s so much fun to be good looking. Oodles of attention, the silent jealousy of your friends and the proud looks of your loved ones. Why let those moments wait any longer? Life is beautiful. You are too. At Sensess, we help you discover that beautiful YOU!
  3. 3. Brand Philosophy At Sensess, we strongly believe that beauty is inherent in each one of us. It’s just a matter of finding it. We ensure that you find yours while having fun!
  4. 4. Vision Mission The world is a beautiful place filled with beautiful people and beautiful moments. At Sensess, we are all for creating and preserving that beautiful world. We are on a mission to make people embrace themselves for who they are, instill self confidence and believe in themselves!
  5. 5. Brand Colors Primary Colors Signify vibrancy, excitement and positivity. The black is used to showcase self esteem and make a style statement
  6. 6. Logo Vibrant, peppy and modern.
  7. 7. •Premium beauty, salon and slimming centre •Primarily targeted at mid – premium (SEC A, B)Product •On par with premium players in the marketPrice •Vijayawada and surrounding areas •Focus on penetration into Tier II & III citiesPlace •Consumer focused promotion •Promotion program to be consistent with brand personalityPromotion
  8. 8. Brand Positioning - Sensess Variable Positioning Segment Mid - Premium Concept Beauty care for the body Selling point Customized care, privacy and attention Functional benefit New look, guaranteed results Emotional benefit Self confidence, style statement Brand Personality Stylish metrosexual male & female (15 – 25) Sec A, B Fashion conscious, confident, fun loving
  9. 9. Who is both modern & style conscious Imagery and the beautiful girl next door
  10. 10. Imagery Who is both boy next door… and the quintessential alpha male…
  11. 11. Sample Creatives
  12. 12. Life is beautiful. You are too.
  13. 13. From Daddy’s little princess. To the husband’s queen.
  14. 14. The perfect you. For those perfect moments!
  15. 15. How do I look, Mommy?
  16. 16. Making the transformation to
  17. 17. Internal Restructuring
  18. 18. In store Graphics • Mirror talker • Posters • POS Signage • Sidewalk Signage • Bounceback Cards
  19. 19. Marketing Materials • Business cards/Letterheads/Invoices • Loyalty cards • New guest welcome pack (Trifold card wallet, rewards passport card, bounce back card) • Service menus (Print & Electronic) • Retail Bags • Sensess Corporate Brochure (Trifold) • Leaflets/Fliers • Posters
  20. 20. Employee Branding Red Coat White Inner Shirt Black trouser
  21. 21. External Communication
  22. 22. Sensess Website Design
  23. 23. Salient features of website • Regular sections such as About us, Services, Gallery, Testimonials, etc. • Scope for customer to register, log in and view his transaction history, make appointments and refer people through his personal account. • Customer can also upload his picture into his profile and can be shared to his individual Facebook profile. • Monthly transaction status to be sent to customer’s email address.
  24. 24. Facebook Page Life is beautiful. You are too.
  25. 25. Life is beautiful. You are too. Multiplex Ads
  26. 26. Traditional Advertising •Hoardings •Road Medians •Print ads in newspapers & magazines •Newspaper inserts •Coupons/Membership cards •Mall activations at PVP Mall •Strategic partnerships •Event sponsorships
  27. 27. The Sensess Experience People buy the product, but remember the experience!
  28. 28. Why is this important? • Sampling of the brand • Excellent service leads to word-of-mouth referrals. • Chances of a long term relationship. • Customer loyalty. • Bankable revenue stream.
  29. 29. Packaging offerings • Identify various customer segments • Package offerings based on their needs • Based on the time in the year, use these packaged services to good effect.
  30. 30. Customer Acquisition • Every new customer will receive a welcome pack from Sensess • The welcome pack will contain a rewards card as well as a bounce back card. • The customer may be given a referral code to refer customers ( for ex: VISHNUV409UE) • Using this code, he can refer friends for first time visit (complimentary upto Rs. 200). Once the friend has used it, the referrer also gets Rs. 200 off on his next visit) • Even if we are spending Rs. 400 to acquire a customer, he would have sampled the Sensess experience.
  31. 31. Annual Membership Cards • Membership cards for loyal customers • Annual benefits for members • Referral bonus • Rewards program • Annual Sensess Day for all members
  32. 32. Annual Marketing Calendar • New Year • Valentines Day • Summer Holidays • Mother’s Day • Back to school/college • Father’s Day • Seasonal Sales Promotions • Friendship Day • Rakshabandhan • Wedding Season Promotions • Diwali • Christmas Sale
  33. 33. Let’s discuss?

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