Plexus Consulting
Endless EuphoriaAndrew Arcuri | Samantha GilletteTrina Notaro | Kyle Stim
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Agenda
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The Ask
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House of EuphoriaEndless Euphoria is classified as a light fruity floral perfume that evokes a sensual, provocative feeling amongst wearersEuphoria Endless Euphoria
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House of Euphoria has transformed from the glamorous and seductive, Euphoria to the more playful and youthful Endless Euphoria.Endless Euphoria perfume is classified as a light fruity floral perfume that evokes a sensual, provocative feeling amongst wearersEmphasis on romance, expensive taste and fashion sense
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Relevant Issues5
S.Already an overlapping market between the original Euphoria productStrong connection between shopping and the use of internet and social mediaW.Calvin Klein Perfume appears in stores surrounded by various other perfumesMaintaining a sense of awareness during inferior selling periodsO.Transform from glamorous and seductive to young and playfulUtilize different social media tactics to attract females who are digitally plugged inT.Chanel, Estee Lauder, Giorgio Armani, Ralph Lauren and Dolce & GabanaOther products in Calvin Klein line may cannibalize Endless Euphoria.
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Target Audience
Characteristics of Katie:
24 year old with a steady income who works at Zenith Optimedia.
Digitally plugged in: Always connected and reachable.
Favorite hobby is shopping.
Luxurious, elegant woman who enjoys attention
Income: Slightly Above AverageEducation: Some College
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Women 18-34 (Focus 18-29)Income: Slightly Above AverageEducation: Some College6
7Target Audience: Media Consumption
Sub-Target: Males
Characteristics:
Romantically Engaged
Sports
Heavy Mobile Use
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Budget Allocation
Reach a significant consumer base to drive trial and increase brand preference
Budget30% (2.4 MM)
Continue to develop awareness, attitude, and reinforce the Endless Euphoria brand
Budget35% (2.8MM)
Television
Increase penetration by reaching the always connected younger end of the demographic
Budget25% (2MM)
Digital
Create desire for the Endless Euphoria product around key gift- giving holidays Budget10% (.8MM)
Out of Home
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Establish and Reinforce
Aspiration for Endless Euphoria11
Television
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Linear and Digital TelevisionWatched and Relevant
The content and placement of our television ads will relate to our overall theme; persuading viewers that our product will bring them to their state of happiness
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Multicultural Television
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Engaged and Diverse Audiences
By allocating a bulk of our television spend to advertising on the Freeform channel, we can form a strategic partnership with Freeform and have Endless Euphoria featured in vignettes, banners, and product placements.
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Digital & Print Magazine14
Relevant brands that reach consumers and drive trial
Print 15
Possible cost-saving partnership opportunity with Hearst
Utilize Advertorials, an article-advertisement hybrid, on cosmopolitan magazines online page in order to promote and build trust in the house of euphoria brand.
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Perspective Partnership
Utilize Advertorials, an article-advertisement hybrid, on cosmopolitan magazines online page in order to promote and build trust in the house of euphoria brand.
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Reach
New Consumers and Younger Demographic17
Mobile Marketing Efficiency18
Expand Geo-Targeting Strategy19
Capture Potential Consumers with SEM20Invest in Non-branded and Related Terms
to attract new consumers looking for any perfume or gift product even if its not necessarily Calvin Klein
Many men and women plan their perfume purchases
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Facebook:Continuation & Expansion
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Endless EuphoriaClick to see Calvin Kleins new sensualfragrance.
Continue Facebook activity for Calvin Klein BrandCreate a new Facebook Page for Calvin Kleins perfume line using custom audiences based on fb users who fit our demographicDirect traffic through Calvin Klein main pageProgrammatic buying to target the directly reach the target
Tracking: Website conversions, engagements on posts, followers
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YouTube and Demographics
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Nearly half of people in this age group visited YouTube between December 2013 and February 2014, according to Nielsen. 22
Endorse Brand Image Through YouTubers
Beauty Vlogger Recommendations Zoella- 9,300,000 subscribers
Michelle Phan- 8,088,441 subscribers
Carli Bybel- 3,846,491 subscribers
Tanya Burr-3,276,409 subscribers
Raye Boyce-958,948 subscribers
http://wwd.com/beauty-industry-news/beauty-features/cracking-the-code-of-beauty-vloggers-authenticity-8093143/
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Desi Perkins- 1,484,380 subscribersDulce Candy- 2,018,522 Kelsey and Kendra Murrell- 453,213 subscribersRaye Boyce- 958,948 subscribersTanya Burr- 3,276,409 subscribers
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Free makeovers with an Endless Euphoria purchase in select Ulta stores
100 stores throughout the United States
Ulta: Capture Fashion Forward Consumers
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Women will have a chance to UnloCK their beauty fantasies with Free Makeovers with an Endless Euphoria Purchase. Makeovers will occur on Fridays during the months of May and June in Select Sephora stores. Our demographic enjoys going out, looking their best and keeping up with the latest trends so will be attracted to this offer.24
Drive
Sales Around Valentines Day and Winter Holidays25
Magnifying Use of Media During Super Bowl 2016
http://www.marketingcharts.com/television/super-bowl-2015-advertising-viewer-attitudes-and-spending-trends-50857/26
Facebook Super Bowl Campaign
http://www.marketingcharts.com/television/super-bowl-2015-advertising-viewer-attitudes-and-spending-trends-50857/
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Captivating Male Consumers 27
Department Stores: Revamp Sample Papers
Endless Euphoria She will thank you later.Endless Euphoria Give her the gift she wants this Valentines Day.
Drive Sales for Valentines Day
Drive Trial
Encourages men to come back to and buy Endless Euphoria if they leave the perfume station or store.
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Increase Perceived Value to Entice Male Purchases 28
Gift sets will include:
Regular sized bottle of Endless Euphoria Travel sized bottle
Scented lotion
Utilize Facebooks Ad Audience to directly reach men ages 18 to 34 in relationships in the months of Nov and Dec
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Bus Stop Advertising
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Months: November and December
Five Major Cities:
20 Bus Stops for each City To-go Sample Strips
NYCLos AngelesChicagoWashington D.C.Boston.
Drive Trial
Electric Daisy Carnival Orlando 2016Social Media CoverageTwitterSnapchat30November 5th and 6th eventbrite-s3.s3.amazonaws.com/marketing/MusicFestivalResearch/EventbriteStudyMusicFestivals8_25_14.pdfhttp://recode.net/2015/06/17/snapchats-making-some-pretty-serious-money-from-live-stories/
Electric Daisy Carnival Orlando 2016At the Festival
Photo BoothsSamples31
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Timeline32Television
Digital
In-Store
OOH
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Key Take Aways33
Questions?34