Markham presentation
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Transcript of Markham presentation
• Use what the company has by doing intensive research into the companies exis6ng contact points, resources and revamping them accordingly.
• Integrate contact points.
• Long las6ng sustainable-‐solu6ons.
WHAT WE DO
• Consumer research and trends.
• To define Hot Spots of the Markham man.
• Create an in-‐store experience and develop a range of jeans.
• Encourage people to create an account and buy more.
O R D E R S
• We are young.
• We understand, use and live social media.
• We live for simplifying informa6on.
• Resourcefulness.
WHY WE CAN HELP
• Poli6cal movements created online using TwiKer and Facebook.
• Unifying the masses to one cause
• Can use social media as a cheaper op6on to communicate to large audience
GLOBAL SITUATION
Surveys: • 100 handed out • In-‐store customers • Out-‐store customers
•
Interviews : • 5 store manager • 8 staff interviews • In-‐store Markham shoppers
R E S E A R C H
• Appeals to younger and older clientele • No dis6nct brand differen6ator being communicated
• Guys hang out in groups-‐ Bromance
• Everyone has their own unique style
• SUPER Ac)ve Facebook page : 40 000 poten6al ambassadors
KEY INS IGHTS
• Trendy • Fashionable • Convenient • Quality
C O M P E T I TO R I N S I G H T S
Therefore: the gap Markham is filling
Your personal style statement
THE GAP WE ARE FILLING
OUR PEOPLE
All have in common • All make their individual style statement • Similar a[tude
We named it ………
“THE MOVEMENT”
KEY ISSUES • How can Markham claim its own differen6ator
to ensure clarity and difference?
• How can Markham also take full advantage of the youth market in an aim to expand its target market?
Primary: 1. To increase brand appeal from a 35% unclear percep6on to
one of 80% clarity by March 2012. 2. To increase brand awareness for males between the ages of 15
to 24, from a level of 45% brand recogni6on to a level of 80% brand recall by the end of November 2011.
Secondary: 3. To increase the number of online account holder applica6ons
by 20%, by the end of March 2012.
OBJECTIVES
Uzzi- Italian inspired tailoring, for the youthful, fashionable and
trendy South Africans.
Truworths man- International standards, youthful, trendy, adventurous and focus on quality for South Africans.
POSITIONING
Markham is a men’s fashion movement that provides the urban male with cutting edge clothing options, to
make a distinct personal style statement.
Express your personal style statement, join the movement.
MESSAGE
CONCEPT
The Markham movement of expression for personal style.
What is the movement – where you can express
your style statement
INFO-GRAPHIC
PHASE 1: • Crea6ng buzz and mystery about the movement leading
everyone to the MARKHAM facebook page. PHASE 2: • MARKHAM facebook page, show us how you make
your style statement
PHASE 3: • Bringing your style statement to life
PHASE 1 : Crea6ng buzz and mystery about the movement.
Leads to facebook
OUTSIDE
Posters on streets of South Africa to create buzz about the movement.
OUTSIDE
OUTSIDE
MALLS
MALLS
MALLS
MALLS
MALLS
ONLINE
ONLINE
PHASE 2 : Dynamic facebook page and show us how
you make your style statement
IN-‐STORE
ONLINE
ONLINE
ONLINE
Tell Markham about yourself and create your own poster
ONLINE
Share your Poster online and win your ougit you created
PHASE 3 : Bringing your style statement to life
LOYALTY CARD
Customize your own loyalty card from the facebook game feel part of the movement
CATALOGUE
Create your ougit in the game which Markham will use in their catalogue
STORE-‐ WINDOW
Winners of the create your own ougit compe66on, posters and ougits on display.
November December January Year of 2012
Radio advertisement
Bags and stickers
Newspaper Posters
Street pole campaign
Catalogue advertisement
Digital information boards
E-banner
Alternative contact point
Interactive in-store display
Street Pole advertising
Street pole posters
Retail shopping bags and stickers
Alternative Media
Digital Information Board
Radio Spot
E Banner
Facebook Application
Interactive in-store display
R 450 R 700 R 804 540 R 714 R 2000 R 304 640 R 1 800 R 60 000 R 16 014 R 1190 858.00
BUDGET
• We have u6lised and found trend seKers. • We have iden6fied hot spots. • Tool to find out what your people love-‐what jeans
they love. • In-‐store and out-‐store experience.
WHAT THE ATTIC ACHIEVED