Monday, 7 April 2014
Primark Creative Brief
In today’s day and age with modern technology improving every year it is important for companies to keep up with these changes. With the growth of the Internet and devises that support it, online shopping is becoming more and more popular. Primark, once a thriving retail store with little competitors, is seeing its sales decrease. A major contributor to these drops is the company’s absence in the online market.
Almost all high street stores are now selling online. A survey showed that 1 in 10 of every purchase took place online in January 2014. The Christmas before this saw online sales triple high street sales. Many companies have seen this opportunity bringing them extreme success.
Primark, already a very successful store with its cheaper range of clothing, would see a boom in sales when making online shopping available. A study shown that 30-40 year olds are the type of people that are shopping online the most. This can be assumed that the people younger and older than this age range are shopping in shops. It has been proven that time an average person makes the most money is also this age. Therefore it can be assumed that bringing online shopping to Primark will make shopping there available for the members of the public who are more likely to spend more.
Recently about to introduce a new online website that allows customers to browse through and purchase the many items that Primark have to offer, the company now need a way to promote this to the public.
Product Profile:
“Stylish, affordable clothing at your finger tips’’
“Prices that suit you as well as our clothes do”
Target market for campaign:
Although a recent study has shown that women aged 30-40 are the people that shop online the most, we believe that Primark’s new online shopping experience will appeal most to younger women aged 14-20 year olds. It is common for a store with as many products at Primark not to put everything online, just what is most popular. Therefore we will be making the majority of the products on the website aimed at women this age range.
Creative requirements:
The success of TV advertising is higher than any other type of advertising. Many companies pay a lot of money to see their product or service on television, especially in between very popular programmes. It is because of this that advertising Primark’s new online shopping website will see a lot of visitors after advertising on television.
Budget:
£500,000 to advertise on TV in order to welcome a number of different groups of people. This large amount of money will also be needed to build on the very little advertising that Primark already does.
Wednesday, 12 March 2014
Marketing Logo
Primark Billboard/Bus Stop Advert
This is my first advert. It is a billboard/bus-stop advertisement. I got inspired by the idea of the Ugly Betty adverts which gave no information at all, apart from a picture of glasses, but attracted lots of people because they wanted to know more about it. I haven't gone completely away from the subject, Primark, because I have used the same Blue colour which many people know and used the same font in their logo. The #THEBLUEADVERT is a very good way of connecting with the audience using social Networking such as Twitter, Facebook and Instagram, as they can just type it in to a social network to find out more. This is a great way for the business to get well known.
Friday, 31 January 2014
Analysis of our Focus Group
In our focus group, we asked for responses on our product, whilst we where presenting. We gave out questionnaires to voice their opinion on the product.
The focus group liked:
The focus group liked:
- The idea and the concept of the product. They said there was nothing similar to the product and unique.
- The logo. They thought it was clean, professional and could be easy to remember.
- The idea of a pre-installed air. Thought it was an excellent idea.
The focus group questions / had the following question:
- How much would you be willing to pay for air? Most of the answers where around the region of £2000.
- Would you move into a house with air pre-installed? All of the answers where yes, as long as it didn't burn a hole in their pocket.
- What do you think of the air logo? Could it be improved? All of them said it was good, but could improve the 'r'.
- Do you like the concept behind air? How well have we executed the idea? All the answers where positive, except the price.
- How frequently would you use air? All the answers where either, exclusively or often.
The focus group did not like:
- The price of the product. They thought it was a bit expensive.
- The 'r' on the air logo. They said it looked like an 's' and was hard to read.
- Thought it sounded complicated.
Recommendations:
- Thought we could add a baby monitor to keep an eye on the baby.
- Thought we could add a security element to make the house a safer home. e.g: adding alarms and security cameras.
- Thought we should up the price, because we have a niche market.
Friday, 29 November 2013
air
Description: air is a built in home computer system that allows you to access technology such as music, lighting and alarms anywhere in your home. air was created so that the consumers can have a easier lifestyle and rely an this system to make their lives simpler. The product will come in different designs so that it can easily match the theme of the consumers house. There will also be other product sold along side the main air product that compliment it once installed. Things like televisions that will be able to directly connect to the main system.
Target Audience: For people who own a house and also have a large budget. air is and expensive product and will be too much for some families to afford. We are aiming for our product to be bought by well known people with a lot of money. air will aim to become a status symbol in luxury homes.
Competitive Environment: Large companies such as Sonos and Apple. These companies can easily take the ideas create by air and recreate the concept with their own personalised design. This can create a wider range of the same product which will draw consumers away from our product. Sonos is a wireless music system that spreads music throughout the home. Apple systems have a siri feature which is a part of the phone that listens to your voice and does what you ask it to do. Our products will include both of these features adapted to the air product and it will also include a lot more.
Proposed Price: Pricing starts at £4000. air is an highly priced product as the new technology is hard to produce and has a constant demand.
Place/Distribution: We would have an online store where products can be explained, viewed and purchased. Products will be distributed by couriers.
SWOT Analysis
Strengths: New, modern product, that is one of a kind. Most up to date technology.
Weaknesses: Expensive, Instillation costs and time. The product is not in the needs of the customer, it is a luxury.
Opportunities: Collaborations with big companies. Chance to evolve quickly
Threats: The evolvement rate of technology. Companies producing similar products.
Product Justification:
Target Audience: For people who own a house and also have a large budget. air is and expensive product and will be too much for some families to afford. We are aiming for our product to be bought by well known people with a lot of money. air will aim to become a status symbol in luxury homes.
Competitive Environment: Large companies such as Sonos and Apple. These companies can easily take the ideas create by air and recreate the concept with their own personalised design. This can create a wider range of the same product which will draw consumers away from our product. Sonos is a wireless music system that spreads music throughout the home. Apple systems have a siri feature which is a part of the phone that listens to your voice and does what you ask it to do. Our products will include both of these features adapted to the air product and it will also include a lot more.
Proposed Price: Pricing starts at £4000. air is an highly priced product as the new technology is hard to produce and has a constant demand.
Place/Distribution: We would have an online store where products can be explained, viewed and purchased. Products will be distributed by couriers.
SWOT Analysis
Strengths: New, modern product, that is one of a kind. Most up to date technology.
Weaknesses: Expensive, Instillation costs and time. The product is not in the needs of the customer, it is a luxury.
Opportunities: Collaborations with big companies. Chance to evolve quickly
Threats: The evolvement rate of technology. Companies producing similar products.
Product Justification:
Tuesday, 5 November 2013
Public Relations and branding
Task 4)
What is Public Relations?
Public relations about managing the message, to get a good reputation. This results in what your audience says about your business. PR all depends on its reputation for survival and success. All of the businesses stakeholders have a big impact on the business as they all have an opinion about the businesses and organisations they come into contact with. In todays competitive market more and more people want to stand out from the crowd and have what nobody has got, and if a business gives that independence to people, they will have the competitive edge.
What is Branding?
A brand is a logo, but creating the brand is all about trying to create an idea of a specific or service that people connect with. With branding, we have to be very clever, we need to be different and come fresh out of ideas. If a brand tries to copy someone else's idea and produces it, the copied brand will have something new and fresh, and more people will still go there. To succeed as a brand, you must understand then needs and wants of your customers. You do this by mixing your brand strategies through your company at every point of the public.
What could harm a brand's image?
If any company tries to avoid tax, the company will become less and less popular with the market.
Any sort of criminal activity could harm a brands image, for instance, a few months ago, the Pope got accused of being a paedophile, so now less people are going to his church.
Also if a company raises their prices, it could harm them. For example, British Gas raised their prices dramatically high so more people are now changing their gas supplier.
Apple recently launched a new 'Cheaper iPhone'. I was researching this and saw some debates about, will the cheaper iPhone harm Apple's image? As Apple has set their prices increasingly high from the start, it has always been known as the best, but most expensive brand on the market. So will the cheaper iPhone be the 'okay but cheapest' phone on the market? I hope not.
What are the methods/organisations used to promote their image?
Advertisement:
Advertising your product on the online market place is a very good and cheap way to make your customers aware of your product. Also Billboards, posters and a magazine page will help with getting your brand well known.-
Social Networking:
This is one of the most successful ways to market you product, Having Facebook, Twitter and Instagram pages will boost the amount of stakeholders in your business as you will get more and followers. You can also pay Facebook to advertise you product.
Blogging:
If you have a successful blog like Tumblr, with a lot of followers. Your brand could become very successful, as people like to view and read what you have written, its also a good way to market your product as everybody can reblog your posts.
Website:
Having a standard website on Big Cartel will help with sales, and will also market your product for you as there is a rank of the most viewed Big Cartel websites on one page, so its an easy way for people to access your website.
Promotional Gifts and Givaways:
Holding competitions on your social media pages will get all your followers involved and will eventually get a winner to have one of your products to market.
Activity - PR Case Study
Nike is an American multi-national corporation, selling goods such as footwear, apparel, equipment, accessories and services. Nike is one of the worlds largest sporting suppliers of athletic shoes and apparel. Nike also owns affiliates such as Converse, Hurley, Jordan Brand Nike Golf and Nike Skateboarding.
The brand was founded in 1964, but not as 'Nike', it was founded as 'Blue Ribbon Sports'. Then in 1971, Blue Ribbon Sports officially became Nike inc.
Nike was originally founded in Washington. Then over time spread out to over 40 countries across the world with 700 shops worldwide.
As of 2012, Nike has also hired over 44,000 people worldwide.
In 1997 Lance Armstrong introduced 'Livestrong' in 1997 after he was diagnosed with testicular cancer. Nike helped out to support 'Livestrong' in 2004 and helped raise more than £66 million through the creation of wristbands, T-shirts and footwear.
Nike also helped out Thierry Henry to stop racism in football in 2005. By selling 'Stand Up Speak Up' wristbands.
Nike has been criticised for working with sweatshops to make their apparel. This resulted in a loss of sales over the scandal.
I would create events for Nike to advertise the brand. I would also get involved with charities and organisations. Also I would create a well made and detailed press release. I would also get sponsors through well knows sports like the Olympics and sports across the world.
What is Public Relations?
Public relations about managing the message, to get a good reputation. This results in what your audience says about your business. PR all depends on its reputation for survival and success. All of the businesses stakeholders have a big impact on the business as they all have an opinion about the businesses and organisations they come into contact with. In todays competitive market more and more people want to stand out from the crowd and have what nobody has got, and if a business gives that independence to people, they will have the competitive edge.
What is Branding?
A brand is a logo, but creating the brand is all about trying to create an idea of a specific or service that people connect with. With branding, we have to be very clever, we need to be different and come fresh out of ideas. If a brand tries to copy someone else's idea and produces it, the copied brand will have something new and fresh, and more people will still go there. To succeed as a brand, you must understand then needs and wants of your customers. You do this by mixing your brand strategies through your company at every point of the public.
What could harm a brand's image?
If any company tries to avoid tax, the company will become less and less popular with the market.
Any sort of criminal activity could harm a brands image, for instance, a few months ago, the Pope got accused of being a paedophile, so now less people are going to his church.
Also if a company raises their prices, it could harm them. For example, British Gas raised their prices dramatically high so more people are now changing their gas supplier.
Apple recently launched a new 'Cheaper iPhone'. I was researching this and saw some debates about, will the cheaper iPhone harm Apple's image? As Apple has set their prices increasingly high from the start, it has always been known as the best, but most expensive brand on the market. So will the cheaper iPhone be the 'okay but cheapest' phone on the market? I hope not.
What are the methods/organisations used to promote their image?
Advertisement:
Advertising your product on the online market place is a very good and cheap way to make your customers aware of your product. Also Billboards, posters and a magazine page will help with getting your brand well known.-
Social Networking:
This is one of the most successful ways to market you product, Having Facebook, Twitter and Instagram pages will boost the amount of stakeholders in your business as you will get more and followers. You can also pay Facebook to advertise you product.
Blogging:
If you have a successful blog like Tumblr, with a lot of followers. Your brand could become very successful, as people like to view and read what you have written, its also a good way to market your product as everybody can reblog your posts.
Website:
Having a standard website on Big Cartel will help with sales, and will also market your product for you as there is a rank of the most viewed Big Cartel websites on one page, so its an easy way for people to access your website.
Promotional Gifts and Givaways:
Holding competitions on your social media pages will get all your followers involved and will eventually get a winner to have one of your products to market.
Activity - PR Case Study
Nike is an American multi-national corporation, selling goods such as footwear, apparel, equipment, accessories and services. Nike is one of the worlds largest sporting suppliers of athletic shoes and apparel. Nike also owns affiliates such as Converse, Hurley, Jordan Brand Nike Golf and Nike Skateboarding.
The brand was founded in 1964, but not as 'Nike', it was founded as 'Blue Ribbon Sports'. Then in 1971, Blue Ribbon Sports officially became Nike inc.
Nike was originally founded in Washington. Then over time spread out to over 40 countries across the world with 700 shops worldwide.
As of 2012, Nike has also hired over 44,000 people worldwide.
In 1997 Lance Armstrong introduced 'Livestrong' in 1997 after he was diagnosed with testicular cancer. Nike helped out to support 'Livestrong' in 2004 and helped raise more than £66 million through the creation of wristbands, T-shirts and footwear.
Nike also helped out Thierry Henry to stop racism in football in 2005. By selling 'Stand Up Speak Up' wristbands.
Nike has been criticised for working with sweatshops to make their apparel. This resulted in a loss of sales over the scandal.
I would create events for Nike to advertise the brand. I would also get involved with charities and organisations. Also I would create a well made and detailed press release. I would also get sponsors through well knows sports like the Olympics and sports across the world.
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