Wednesday, 25 February 2009
LOST IN BRANDING
I feel I can get to grips with the academic aspect of this unit but am feeling really blocked with creativity and without an idea I can not deicide on a target audience. I keep looking at acorn profile after acorn profile yet without a brand idea I'm feeling really unproductive. Do I go with the glow in the dark festival tents? do I launch slimming pants? do I launch dog perfume? or I do i think again?
Multiple consumer advert
Above is the advert taken from First Choice.co.uk. This website offers free child places and discounted bookings. The advert tries to entice parents into booking with them as it offers multiple discounts effecting more than one member of the party.
Multiple consumer advert
This is an example of an advert that address more than one consumer. The Rush client receives 50% for introducing a friend whilst the new client also receives 50% off. This is placed on the back of the Rush British Hairdressing Awards advert.
Marketing for the individual consumer
Graduate
This recent graduate enjoys socialising whilst looking good on a budget. She follows the same media routine using morning radio as a comforting voice whilst being connected to the outside world. Disposable income is spent spread between her mobile phone texts, clothing and nights out.
PRODUCT: Beauty product: “Bright Eyes” under eye gel
PLACE: Radio
MESSAGE: Late nights early mornings can take they toll, now look a million dollars without spending it.
Party-Girl
This student enjoys the night life just as much as the lead up to it. Even on a student budget she likes to feel and look good through endorsed beauty products that often have a free gift with higher purchase. Her style is unique and money is not heavily influenced by branding when it comes to clothes. Music is a great passion in the home and on her travels.
PRODUCT: Digital music phone
PLACE: Outdoor billboard
MESSAGE: Listen to the latest music, news and events streaming live to your phone whilst on the move.
Professional
As an evening hands on dad time is of the essence both in the morning and after work. Routine plays a large part in this mans life in order to get things done. Media is structured to the radio and broadsheets in the morning and television for his partner in the evening. The media is generally used as a tool to inform if not relax.
PRODUCT: Thermal travel mug coffee maker
PLACE: Evening standard advert and Times Weekend supplement advertorial
MESSAGE: Don’t rush your coffee enjoy it on your travels
This recent graduate enjoys socialising whilst looking good on a budget. She follows the same media routine using morning radio as a comforting voice whilst being connected to the outside world. Disposable income is spent spread between her mobile phone texts, clothing and nights out.
PRODUCT: Beauty product: “Bright Eyes” under eye gel
PLACE: Radio
MESSAGE: Late nights early mornings can take they toll, now look a million dollars without spending it.
Party-Girl
This student enjoys the night life just as much as the lead up to it. Even on a student budget she likes to feel and look good through endorsed beauty products that often have a free gift with higher purchase. Her style is unique and money is not heavily influenced by branding when it comes to clothes. Music is a great passion in the home and on her travels.
PRODUCT: Digital music phone
PLACE: Outdoor billboard
MESSAGE: Listen to the latest music, news and events streaming live to your phone whilst on the move.
Professional
As an evening hands on dad time is of the essence both in the morning and after work. Routine plays a large part in this mans life in order to get things done. Media is structured to the radio and broadsheets in the morning and television for his partner in the evening. The media is generally used as a tool to inform if not relax.
PRODUCT: Thermal travel mug coffee maker
PLACE: Evening standard advert and Times Weekend supplement advertorial
MESSAGE: Don’t rush your coffee enjoy it on your travels
Branding task 2- CONVERSE
Converse
Converse has been manufacturing the basketball shoe since the early 1900’s extending product ranges over the years. The brand now encompasses men’s, women’s and children's with an extensive product range for each market segment.
The success of converse has now spanned more than 100 years however with all the sports history and footwear innovation under its name it could be questioned why converse only wholesales in the UK and does not retail through its own outlets.
Target Market:
Sports:
Originating from the brands success as a basketball on-court shoe the brand today produces ‘a new generation of sports performance shoes’. Targeted at basketball, football, tennis, baseball and track sports players. One can assume that this target market contains both males and females between the sporting age of 8-45. However due to the nature of this market it could be suggested that most of these consumers would be 16-30 and primarily male.
Lifestyle:
The popularity of the sporting shoe filtered into the fashion market through editorial coverage. The brand image was taken from the track by high profile figures wearing the sporting shoes and the brand entered the new market of fashion.
This market targets children, men and women. The segments are wide and the consumers range vastly in age range.
Converse no longer has one part of the shoe market that it targets. It is no longer a sporting brand and is neither a fashion brand. It places itself mid-market and is a mass retailer.
The lack of targeting or unclear target markets is effecting the brands ability to reach defined stake-holders. Due to the history of the brand and the wearability of the product the brand is desired by many. In order to capitalise on this the brand needs to clearly define its target markets and address each in the correct manner. For example the sports market demands different from the fashion market in product development, advertising, 4 p’s and distribution.
Positioning:
Converse positions itself in both the fashion and sportswear market yet each position is not clearly defined. Both are mid-mass market in terms of pricing and place. The brand is often retailed amongst a variety of shoe styles for example in Office shoes or in Footlocker stores and may not be available to all of the target market as a consequence.
The wide availability of the brand may also be affecting the brand image. Often the shoes are available on auction websites such as ebay cheapening the image of the shoe and market saturation occurring.
Proposition:
Converse proposes to be ‘more than shoes’, however this intention is not easily recognisable in actions. The fact that the brand produces specific sporting shoes but is not easily linked to specific sporting events or does not publicise this events produces ambiguity in the brands intent. Converse could re-brand itself more people-centric through collaborating with a youth sporting event or even opening a youth basketball academy. The shift from seller-centric to people centric could help realign the brand in a more favourable position during tough economic times and strengthen the relationship between business and consumer.
A second weakness of the brand proposition is the distribution through wholesale retailers in the UK. The product can be purchased from many outlets but not from a converse store. The result of this is the consumer is not so much as buying into the brand but is just purchasing a branded product. Whilst the business is clearly successful the introduction of a converse retail outlet could result in dramatically strengthened relationships between the stakeholders. This also links back to the unclear target marketing, a converse outlet would make the product available for purchase to all market segments whereas at present the older consumers may not shop in Office, or the fashion consumer may not shop in Footlocker. Furthering this the brand could increase itself appeal by making its extra services available to all. Currently customised designs can be done through the website but this could be introduced into the store adding extra fun and hype to the brand with the scope for running in-store competitions that could link to the community through schools.
Brand expression/communication
Converse is easily recognisable through the distinctive star logo. It is memorable and not product-type specific yet it does not convey the modern side to the brand. I do not think the logo should be changed but extra emphasis needs to be placed upon the delivering the message of the brand. The logo represents the brands heritage through the consistent use of image and typography.
One area this needs to be focussed upon is the brands image representation:
This image is taken from the converse website homepage. Whilst the choice of models and styling targets the young fashion conscious consumer it does easily attach itself to the wide audience that buys into the brand. The brand could benefit from creating a more segmented website that is easily used by all.
One idea could be to include a childrens link from the homepage that could include activities and games to add a fun element to the product for children. This could be promoted through activation codes gained through product purchase that unlock certain links on the website. Furthering this a character that is easily recognisable to children could help market the brand in a more child friendly manner. This would also allow for advertising to children.
Converse as a brand expresses itself through the iconic ‘chuck taylor’ style boot that was the driving force behind the success. Yet as the brand has developed this static image has now does not represent the wide product ranges. An area for improvement could be tag lines that are implemented to go with each product area.
Summary
As a brand converse has been built on history of sports and success of a product but as the business has grown it now does not represent all the activities that it undertakes. The wide target audience is not being marketed to in specific areas and many products are not promoted to the right consumer. The brand needs to re-define which markets it wishes to hold a stake in a make sure it is serving these consumers. The biggest improvement for the brand would be direct retailing so Converse has the opportunity to convey its brand strategy exactly how it wishes. This would primarily been done through stand alone stores.
Converse has been manufacturing the basketball shoe since the early 1900’s extending product ranges over the years. The brand now encompasses men’s, women’s and children's with an extensive product range for each market segment.
The success of converse has now spanned more than 100 years however with all the sports history and footwear innovation under its name it could be questioned why converse only wholesales in the UK and does not retail through its own outlets.
Target Market:
Sports:
Originating from the brands success as a basketball on-court shoe the brand today produces ‘a new generation of sports performance shoes’. Targeted at basketball, football, tennis, baseball and track sports players. One can assume that this target market contains both males and females between the sporting age of 8-45. However due to the nature of this market it could be suggested that most of these consumers would be 16-30 and primarily male.
Lifestyle:
The popularity of the sporting shoe filtered into the fashion market through editorial coverage. The brand image was taken from the track by high profile figures wearing the sporting shoes and the brand entered the new market of fashion.
This market targets children, men and women. The segments are wide and the consumers range vastly in age range.
Converse no longer has one part of the shoe market that it targets. It is no longer a sporting brand and is neither a fashion brand. It places itself mid-market and is a mass retailer.
The lack of targeting or unclear target markets is effecting the brands ability to reach defined stake-holders. Due to the history of the brand and the wearability of the product the brand is desired by many. In order to capitalise on this the brand needs to clearly define its target markets and address each in the correct manner. For example the sports market demands different from the fashion market in product development, advertising, 4 p’s and distribution.
Positioning:
Converse positions itself in both the fashion and sportswear market yet each position is not clearly defined. Both are mid-mass market in terms of pricing and place. The brand is often retailed amongst a variety of shoe styles for example in Office shoes or in Footlocker stores and may not be available to all of the target market as a consequence.
The wide availability of the brand may also be affecting the brand image. Often the shoes are available on auction websites such as ebay cheapening the image of the shoe and market saturation occurring.
Proposition:
Converse proposes to be ‘more than shoes’, however this intention is not easily recognisable in actions. The fact that the brand produces specific sporting shoes but is not easily linked to specific sporting events or does not publicise this events produces ambiguity in the brands intent. Converse could re-brand itself more people-centric through collaborating with a youth sporting event or even opening a youth basketball academy. The shift from seller-centric to people centric could help realign the brand in a more favourable position during tough economic times and strengthen the relationship between business and consumer.
A second weakness of the brand proposition is the distribution through wholesale retailers in the UK. The product can be purchased from many outlets but not from a converse store. The result of this is the consumer is not so much as buying into the brand but is just purchasing a branded product. Whilst the business is clearly successful the introduction of a converse retail outlet could result in dramatically strengthened relationships between the stakeholders. This also links back to the unclear target marketing, a converse outlet would make the product available for purchase to all market segments whereas at present the older consumers may not shop in Office, or the fashion consumer may not shop in Footlocker. Furthering this the brand could increase itself appeal by making its extra services available to all. Currently customised designs can be done through the website but this could be introduced into the store adding extra fun and hype to the brand with the scope for running in-store competitions that could link to the community through schools.
Brand expression/communication
Converse is easily recognisable through the distinctive star logo. It is memorable and not product-type specific yet it does not convey the modern side to the brand. I do not think the logo should be changed but extra emphasis needs to be placed upon the delivering the message of the brand. The logo represents the brands heritage through the consistent use of image and typography.
One area this needs to be focussed upon is the brands image representation:
This image is taken from the converse website homepage. Whilst the choice of models and styling targets the young fashion conscious consumer it does easily attach itself to the wide audience that buys into the brand. The brand could benefit from creating a more segmented website that is easily used by all.
One idea could be to include a childrens link from the homepage that could include activities and games to add a fun element to the product for children. This could be promoted through activation codes gained through product purchase that unlock certain links on the website. Furthering this a character that is easily recognisable to children could help market the brand in a more child friendly manner. This would also allow for advertising to children.
Converse as a brand expresses itself through the iconic ‘chuck taylor’ style boot that was the driving force behind the success. Yet as the brand has developed this static image has now does not represent the wide product ranges. An area for improvement could be tag lines that are implemented to go with each product area.
Summary
As a brand converse has been built on history of sports and success of a product but as the business has grown it now does not represent all the activities that it undertakes. The wide target audience is not being marketed to in specific areas and many products are not promoted to the right consumer. The brand needs to re-define which markets it wishes to hold a stake in a make sure it is serving these consumers. The biggest improvement for the brand would be direct retailing so Converse has the opportunity to convey its brand strategy exactly how it wishes. This would primarily been done through stand alone stores.
Sunday, 15 February 2009
Media usage of different acorn profiles
Following the start of my research into the different types of media available and what the restrictions of each type I thought it would be interesting to consider who uses what media and in what context. Lifestyles denote what some somebody is subjected to in the form of advertising so I researched 2 neighbourhood profiles on upmystreet.com to analyse the media usage of each acorn profile. My thoughts follow after each profile.
N2 0DQ
Full neighbourhood profile
Often, many of the people who live in this sort of postcode will be affluent urban professionals living in flats. These are known as type 15 in the ACORN classification and 1.17% of the UK’s population live in this type.
Neighbourhoods fitting this profile are found primarily in London (Wandsworth, Hammersmith and Fulham, Merton, Kensington and Chelsea, Richmond-upon-Thames and Ealing) as well as in Oxford, Cambridge and Edinburgh. Here is an overview of the likely preferences and features of your neighbourhood:
These people live in affluent urban areas, where large attractive houses have often been converted into flats. Whilst many do own their home, the proportion of rented accommodation is relatively high.
People in this type are very highly qualified; one in four have postgraduate and professional qualifications. They work in professional and senior managerial occupations, with many spending very long hours at work.
Most residents are either young singles or couples. There are very few children and those there are tend to be under five, which suggests that young families move on from these areas.
As one of the highest earning types, they have relatively high disposable incomes. They invest in a broad range of products including high interest accounts, ISAs, and stocks and shares. They are comfortable using the Internet to do their financial research.
In the winter, this type is the most likely to go skiing. They will then take at least one other holiday, which is usually foreign and often far-flung. When at home they take advantage of the range of theatre and arts available to them from living in the city. They also enjoy good food and wine, both at home and in restaurants.
They are interested in current affairs and are very likely to buy a daily paper, which they probably read as they commute to work. They usually choose from The Guardian, Independent, The Times and Financial Times. At the weekend they like The Sunday Times and Observer.
My analysis:
From the above analysis media usage in this area primarily takes the form of the press and Internet. The daily commute suggests most people would consume a large amount of adverts and have a high disposable income. Combined this would allow them to purchase products that they have seen advertised but the products would have to suit their more luxurious lifestyle. Further more the low amount of satellite TV in the area suggests these residents are not fussed by a large amount of channels and therefore would not be reached through specialised channel advertising.
SN6 6ET
Local area
Full neighbourhood profile
Often, many of the people who live in this sort of postcode will be established home owning workers. These are known as type 30 in the ACORN classification and 3.64% of the UK’s population live in this type.
Neighbourhoods fitting this profile are found in Wolverhampton, Dudley, Darlington, Stoke, Rotherham and Mansfield. Here is an overview of the likely preferences and features of your neighbourhood:
These traditional blue-collar neighbourhoods contain predominantly married couples, families with older children and some empty nesters.
Formal educational qualifications are below average. People tend to work in routine occupations in manufacturing and retail, in a mixture of skilled, semi-skilled and manual jobs. Family incomes are average, and the main income is often supplemented by female part-time working.
Smaller semi-detached houses, usually with two or three bedrooms, are most common and account for two thirds of the housing stock in this type. Half of householders are buying their property on a mortgage with another third owning outright.
Most households have access to a car but usually a smaller, inexpensive model, possibly bought second hand.
These people are likely to take one main holiday a year, probably a packaged holiday to the Mediterranean or a camping or caravanning holiday in the UK.
Watching TV is a popular leisure activity, as is going to the cinema and sometimes bingo. Doing the football pools, gardening and visiting the pub are also common. Tabloid newspapers are favoured reading, and many listen to Radio 2.
My analysis:
This profile suggests a high media usage in the form of television and tabloid newspapers. The routine occupational jobs suggest transport is either public or by car but the journey time is likely to be moderate. This would then imply the resident of these areas is not consuming as many outdoor adverts as the previous profile but would be more exposed to the radio whilst commuting. The enjoyment of cinema visits allows for advertising consumption in this environment whilst the lack of young children in the area would suggest that when the television is on it would be on an adult channel and not a children’s channel.
N2 0DQ
Full neighbourhood profile
Often, many of the people who live in this sort of postcode will be affluent urban professionals living in flats. These are known as type 15 in the ACORN classification and 1.17% of the UK’s population live in this type.
Neighbourhoods fitting this profile are found primarily in London (Wandsworth, Hammersmith and Fulham, Merton, Kensington and Chelsea, Richmond-upon-Thames and Ealing) as well as in Oxford, Cambridge and Edinburgh. Here is an overview of the likely preferences and features of your neighbourhood:
These people live in affluent urban areas, where large attractive houses have often been converted into flats. Whilst many do own their home, the proportion of rented accommodation is relatively high.
People in this type are very highly qualified; one in four have postgraduate and professional qualifications. They work in professional and senior managerial occupations, with many spending very long hours at work.
Most residents are either young singles or couples. There are very few children and those there are tend to be under five, which suggests that young families move on from these areas.
As one of the highest earning types, they have relatively high disposable incomes. They invest in a broad range of products including high interest accounts, ISAs, and stocks and shares. They are comfortable using the Internet to do their financial research.
In the winter, this type is the most likely to go skiing. They will then take at least one other holiday, which is usually foreign and often far-flung. When at home they take advantage of the range of theatre and arts available to them from living in the city. They also enjoy good food and wine, both at home and in restaurants.
They are interested in current affairs and are very likely to buy a daily paper, which they probably read as they commute to work. They usually choose from The Guardian, Independent, The Times and Financial Times. At the weekend they like The Sunday Times and Observer.
My analysis:
From the above analysis media usage in this area primarily takes the form of the press and Internet. The daily commute suggests most people would consume a large amount of adverts and have a high disposable income. Combined this would allow them to purchase products that they have seen advertised but the products would have to suit their more luxurious lifestyle. Further more the low amount of satellite TV in the area suggests these residents are not fussed by a large amount of channels and therefore would not be reached through specialised channel advertising.
SN6 6ET
Local area
Full neighbourhood profile
Often, many of the people who live in this sort of postcode will be established home owning workers. These are known as type 30 in the ACORN classification and 3.64% of the UK’s population live in this type.
Neighbourhoods fitting this profile are found in Wolverhampton, Dudley, Darlington, Stoke, Rotherham and Mansfield. Here is an overview of the likely preferences and features of your neighbourhood:
These traditional blue-collar neighbourhoods contain predominantly married couples, families with older children and some empty nesters.
Formal educational qualifications are below average. People tend to work in routine occupations in manufacturing and retail, in a mixture of skilled, semi-skilled and manual jobs. Family incomes are average, and the main income is often supplemented by female part-time working.
Smaller semi-detached houses, usually with two or three bedrooms, are most common and account for two thirds of the housing stock in this type. Half of householders are buying their property on a mortgage with another third owning outright.
Most households have access to a car but usually a smaller, inexpensive model, possibly bought second hand.
These people are likely to take one main holiday a year, probably a packaged holiday to the Mediterranean or a camping or caravanning holiday in the UK.
Watching TV is a popular leisure activity, as is going to the cinema and sometimes bingo. Doing the football pools, gardening and visiting the pub are also common. Tabloid newspapers are favoured reading, and many listen to Radio 2.
My analysis:
This profile suggests a high media usage in the form of television and tabloid newspapers. The routine occupational jobs suggest transport is either public or by car but the journey time is likely to be moderate. This would then imply the resident of these areas is not consuming as many outdoor adverts as the previous profile but would be more exposed to the radio whilst commuting. The enjoyment of cinema visits allows for advertising consumption in this environment whilst the lack of young children in the area would suggest that when the television is on it would be on an adult channel and not a children’s channel.
Media considerations
Targeting the right consumer can only be done is the right media is chosen for a campaign. A brand must encode its message into the correct form so that it is decoded by the right consumer and the message is successfully received. However the medium of this message is subjected to different restraints; cost, credibility, communications and control.
TV: Whilst TV has the ability to reach a large audience the cost of doing so is also high. Yet the CPT is low when viewing figures are high. Wastage for this medium can be high and consumer interaction low. This medium is suitable for a mass campaign that targets a wide audience. Credibility of this media form is low.
Radio: This form of media does also have low interaction but is also cheap. The form of radio allows the consumer to complete other tasks whilst listening influencing low wastage. The negative is the low ability to target.
Press: The most credible form of advertising that has medium costs allows for a high amount of targeting.
Cinema: Whilst the production costs for this form are high the cpt is medium as a large number of people can view the advert at once. The wastage is also low as the consumer's attention is focused on the screen in this environment.
Internet: The highest amount of interaction is acheived through this medium with the lowest costs. The credibility is low but the size of investment is low. A wide audience can be reached and the flexilibty is high.
Out door: The highest costs occur with the type of media but the cpt is very low as such a large audience is reached. However the flexibility is low so when combined with the low level of interaction this is not ideal. Also wastage is high as as people become saturated with advertisments.
The choice of media for my brand is going to stem from what type of brand I choose to launch and to whom. Analysing the different media types has made me consider more elements than just cost. to further this research when I have a target customer I will further analyse the media usuage of thie customer in order to help me make a decision.
TV: Whilst TV has the ability to reach a large audience the cost of doing so is also high. Yet the CPT is low when viewing figures are high. Wastage for this medium can be high and consumer interaction low. This medium is suitable for a mass campaign that targets a wide audience. Credibility of this media form is low.
Radio: This form of media does also have low interaction but is also cheap. The form of radio allows the consumer to complete other tasks whilst listening influencing low wastage. The negative is the low ability to target.
Press: The most credible form of advertising that has medium costs allows for a high amount of targeting.
Cinema: Whilst the production costs for this form are high the cpt is medium as a large number of people can view the advert at once. The wastage is also low as the consumer's attention is focused on the screen in this environment.
Internet: The highest amount of interaction is acheived through this medium with the lowest costs. The credibility is low but the size of investment is low. A wide audience can be reached and the flexilibty is high.
Out door: The highest costs occur with the type of media but the cpt is very low as such a large audience is reached. However the flexibility is low so when combined with the low level of interaction this is not ideal. Also wastage is high as as people become saturated with advertisments.
The choice of media for my brand is going to stem from what type of brand I choose to launch and to whom. Analysing the different media types has made me consider more elements than just cost. to further this research when I have a target customer I will further analyse the media usuage of thie customer in order to help me make a decision.
Tom Cruise my thoughts
profitable, image, small, faith, devoted, maverick, passionate, father, idol, iconic, Hollywood, successful, media interest, publicised, personality, celebrity, sharp, presentable, charismatic, aggravating, talented, popular, attractive, loyal, caring, clever, dynamic, bankable, photographic, sellable, image, opitimistic, loving, strong, recognisbale, hansom, stylish, status, talked about, colum inches, photographed, package, opportunity, money, wise, enthusiastic, personable, show, secure, personality, crazy, in love, dedicated, keen, headstrong, business-minded, open, creative.
Tom Cruise is more than an actor, his name and success is a means to generate money through the the promotion of himself as a brand.
Tom Cruise is more than an actor, his name and success is a means to generate money through the the promotion of himself as a brand.
Thursday, 12 February 2009
The beginning to a very far off end..
The marketing communication and branding brief demands a mix of both academic learning and creativity. To start me off with this project I have chosen to begin my learning with the following text books:
Fil, C. (2005) Marketing commuincations: engagement, strategies and practice, 4th ed. Harlow: FT Prentice Hall.
Wilmhurst, J (1990) Fundamentals of Advertising, 2nd ed, Oxford, Butterworth Heinemann.
Ind, N. (2003) Beyond Branding, London, Kogan Page.
I have also chosen to read Haig, M (2003) brand Failures, London, Kogan Page. I chose this title as I thought it would be interesting to see where, why and how brands go wrong so hopefully the one I chose to launch doesn't!
Thats all for now
Fil, C. (2005) Marketing commuincations: engagement, strategies and practice, 4th ed. Harlow: FT Prentice Hall.
Wilmhurst, J (1990) Fundamentals of Advertising, 2nd ed, Oxford, Butterworth Heinemann.
Ind, N. (2003) Beyond Branding, London, Kogan Page.
I have also chosen to read Haig, M (2003) brand Failures, London, Kogan Page. I chose this title as I thought it would be interesting to see where, why and how brands go wrong so hopefully the one I chose to launch doesn't!
Thats all for now
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