3. Executive
Summary
Kleur
Tonacity
is
a
high-‐end
colouring
product
which
has
all
the
usual
Kleur
guarantees;
it
gives
good
quality,
lasting
colour
and
is
odourless
and
ammonia
free.
With
Kleur’s
first
bespoke
application
tool,
women
are
able
to
apply
multiple
colours
with
ease,
creating
a
multi-‐tone
salon
effect
at
home.
The
aim
of
this
marketing
proposal
is
to
create
awareness
of
Kleur’s
new
home-‐colouring
kit
to
drive
sales,
build
loyalty
and
advocacy,
and
lastly
to
encourage
brand
engagement.
We
will
be
focussing
on
attracting
our
key
target
audience
to
the
brand;
women
that
are
income
rich
but
time
poor
between
the
ages
of
30-‐40
years
old.
We
will
do
this
by
showing
them
that
our
high-‐end
colouring
product
can
save
them
money
and
time,
whilst
delivering
salon
quality,
multi-‐tonal
results.
This
will
be
achieved
through
our
fully
integrated
digital
marketing
campaign
across
owned,
paid
and
earned
channels.
This
will
see
a
70/30
budget
split
between
digital
and
traditional
print
media
based
on
our
target
audiences
preferred
online
habits.
4.
5. UK
Competitive
Analysis
The
hair
colourants
market
has
increased
in
value
by
£2,000,000
from
2013-‐14
with
predicted
growth
year
on
year.
Overall
the
market
in
2014
was
valued
around
£327,000,000
and
has
continued
to
increase.
During
the
past
year,
over
a
third
of
Brits
have
used
home
hair
colour
kits,
and
many
of
these
have
been
between
salon
visits.
Kleur
Tonacity
has
a
place
in
the
existing
and
booming
market
and
will
launch
in
the
UK
initially
this
year,
with
the
aim
to
expand
and
export
overseas
in
the
future.
Mintel’s
research
shows
that
the
hair
colourant
market
in
India
is
predicted
to
have
the
highest
growth
globally
and
predicted
to
grow
110%
between
2012
and
2016.
Sitting
between
quality
hair
salons
and
existing
home
colouring
kits,
there
are
currently
no
direct
competitors
for
Kleur
Tonacity
however
there
are
some
barriers
to
entry
that
could
provide
challenges.
-‐ Previous
poor
experience
with
home
colouring
kits
-‐ Inexperience
of
using
colouring
products
-‐ Fear
of
ruining
hair
-‐ Unsure
of
which
colour
will
suit
them/if
finished
result
will
look
same
colour
on
the
box
Kleur
Tonacity
will
attempt
to
break
down
barriers
through
offering
consultations,
how-‐to-‐videos
and
step
by
step
guides,
explored
later
within
this
proposal.
Entering
the
market
at
£24.99,
Tonacity
is
competitively
priced
when
looking
at
salon
prices,
but
far
more
expensive
than
usual
home-‐colour
kits.
Research
suggests
however
that
women
are
prepared
to
spend
more
for
guarantee
quality
and
on
brands
that
they
trust.
6.
7. Tonacity’s
4
Ws
Who?
–
Time
poor
women
aged
30-‐40
that
take
pride
in
their
appearance
and
like
well
known
brands.
They
like
to
keep
their
hair
coloured
to
cover
the
greys
or
to
change
their
appearance,
but
don’t
have
the
time
to
visit
a
salon
every
couple
of
months.
They
are
always
up
for
trying
something
new
if
it
means
saving
time
and
money.
Where?
–
Targeting
will
be
across
the
UK.
We
will
target
consumers
digitally
through
social
media
(Facebook,
Twitter
and
Instagram),
through
our
hair
app,
through
CRM
via
our
re-‐sellers
(Selfridges,
Debenhams
and
John
Lewis)
and
through
programmatic
marketing.
We
will
also
target
them
through
traditional
print
in
their
favourite
magazines;
Vogue
and
Marie
Clare
and
through
TV
advertisements.
When?
–
TV
adverts
will
be
targeted
to
appear
between
7-‐9am
and
7-‐10pm
to
reach
the
majority
of
our
busy
audience,
whether
that
be
a
woman
in
full
time
employment
or
a
stay
at
home
mum.
Social
media
adverts
will
also
be
pushed
during
these
times,
but
in
addition
they
will
be
pushed
between
12-‐2pm.
This
will
help
to
catch
commuters
and
women
on
their
lunch
breaks.
What?
–
We
want
our
audience
to
become
aware
of
Tonacity
and
understand
that
they
can
get
a
personal
experience
at
the
convenience
of
their
own
home,
whilst
saving
time
and
money.
They
can
get
salon
results
and
experience
the
personal
care
through
our
‘it’s
personal’
campaign
without
having
to
take
time
out
of
their
busy
schedules.
8.
9. Target
Audience
Profiles
Our
audience
can
be
distinguished
into
three
key
personas:
Jane
Jane
is
aged
30-‐40,
is
a
stay
at
home
Mum
and
lives
in
a
city.
She
has
young
children
and
is
constantly
busy
juggling
family
and
social
life.
Jane
has
a
comfortable
income
and
shops
Waitrose
and
M&S.
She
prefers
to
shop
online
due
to
the
convenience.
Jane
is
active
on
social
media
and
uses
it
to
socialise
as
well
as
a
place
for
research.
Sarah
Sarah
is
aged
30-‐40,
has
young
children
and
is
in
full
time
employment.
She
lives
close
to
a
city
and
commutes
to
work.
She
has
an
active
lifestyle
and
likes
well
known
brands.
Sarah
finishes
work
after
5pm
and
goes
home
to
look
after
the
family
so
doesn’t
get
much
time
to
herself.
She
is
active
on
social
media
during
any
spare
time
she
gets
and
uses
it
to
socialise
with
her
friends
and
as
an
information
source.
As
Sarah
is
so
busy
she
buys
most
of
her
items
online
from
shops
including
M&S
and
House
of
Fraser.
Tara
Tara
is
aged
30-‐40
in
full
time
employment
and
doesn’t
have
any
children.
She
works
long
hours
and
travels
a
lot
on
business.
Tara
buys
magazines
to
keep
her
entertained
and
reads
Vogue
and
Marie
Clare.
Tara
has
enough
spare
income
to
enjoy
the
finer
things
in
life
from
stores
including
Harvey
Nichols
and
Selfridges.
10.
11. Campaign
Summary
–
Offline
Media
Tonacity
will
launch
with
the
campaign
‘It
just
got
personal.’
This
aims
to
get
across
the
personal
nature
of
hair-‐care
coupled
with
the
brands
unique
ability
to
give
every
individual
tailored
quality.
This
integrated
campaign
will
run
over
all
digital
channels,
traditional
print
and
television
spots.
• Packaging
–
when
purchased
online,
packaging
will
not
only
have
personalised
tonal
content,
but
the
exterior
packaging
will
arrive
with
each
customer’s
name
on
the
front.
Letting
the
consumer
know
they
are
valued
and
reinforcing
that
Kleur
is
a
quality
brand
they
can
trust.
• Print
Media
–
advertisements
and
feature
pages
will
appear
in
magazines
such
as
Vogue
and
Marie
Clare
in
keeping
with
the
brand’s
premium
positioning
to
reach
women
who
aren’t
as
digitally
savvy.
Print
advertisements
will
appear
in
newspapers
including
the
Times
and
Guardian
to
ensure
that
we
reach
a
variety
of
women.
• Television
–
Whilst
the
focus
will
primarily
be
on
Youtube,
Advertisements
and
spots
will
also
be
created
to
appear
on
TV
to
capture
those
who
don’t
watch
programmes
or
tutorials
online.
These
will
be
in
keeping
with
the
brand
persona
emphasizing
quality
and
personalised
nature
of
the
product.
• Colour
Consultant
–
Footfall
to
stores
selling
Tonacity
will
be
encouraged
by
providing
colour
consultancy
service.
1:1
advice
to
each
consumer
based
on
their
complexion
and
hair
type
to
build
awareness
and
confidence
in
the
brand.
Sessions
are
available
as
walk-‐ins
or
booked
online
from
Kleur’s
app
or
website.
12.
13. Campaign
Summary
–
Digital
Media
The
‘It
just
got
personal’
campaign
will
also
be
used
in
digital:
• Hair
App-‐licator
-‐
Tonacity
app
allows
consumers
to
upload
a
picture
and
try
out
different
hair
colours.
If
they
see
a
colour
that
suits
them
they
are
encouraged
to
make
purchase.
Another
key
benefit
of
the
app
is
the
ability
for
users
to
share
their
images
on
social
channels
to
get
peer
advice
before
purchase,
which
also
raises
awareness
of
Tonacity.
• #AskColourExpert
–
In
conjunction
with
our
in-‐store
colour
consultancy
services,
consumers
will
be
able
to
ask
any
questions
they
have
on
twitter
by
using
#AskColourExpert.
Once
a
question
is
posted,
consumers
will
receive
an
instant
response
ensuring
that
they
are
not
alone
at
any
stage
of
their
journey.
• Bloggers
–
Reviews
from
other
consumers
are
now
a
vital
source
of
information
when
researching
and
evaluating
a
product.
Consumers
trust
other
consumers
much
more
than
they
trust
a
brand.
• Reminder
Service
–
Programmatic
marketing
used
to
re-‐target
consumers
that
have
purchased
Tonacity
previously
and
are
due
to
dye
their
hair
again
shortly.
This
will
be
initially
estimated
on
re-‐targeting
every
2-‐3
months
and
can
be
adjusted
depending
on
conversion.
Soft
sell
approach
and
deliver
hair
care
tips
to
keep
the
brand
at
the
forefront
of
the
consumers’
mind.
• Youtube
–
We
will
post
a
series
of
‘how
to’
videos
on
Youtube
which
will
cover
everything
from
how
to
use
the
product,
how
to
care
for
different
hair
types
and
how
to
style
your
newly
coloured
locks.
14.
15. Customer
Journey
Stimulus
–
Consumer
looks
for
an
alternative
solution
to
her
regular
salon
visits,
but
doesn’t
want
a
cheap
home
hair
dye
kit.
She
comes
across
Tonacity
through
various
touch
points
in
her
busy
schedule.
ZMOT
–
She’s
not
sure
if
Tonacity
is
what
she
is
looking
for,
but
downloads
the
app
or
more
information
and
uploads
a
picture
of
herself
to
try
out
different
hair
colours.
FMOT
–
She
finds
a
colour
that
she
likes
and
thinks
that
it’s
worth
a
try,
but
wants
to
talk
to
a
colour
expert
first
to
check
that
she’s
chosen
the
best
colour
for
her
skin
tone/hair
type.
She
then
purchases
Tonacity
and
watches
a
how
to
video
on
Youtube
to
make
sure
she
applies
it
correctly.
SMOT
–
Tonacity
was
simple
and
quick
to
use
and
the
hair
colour
looks
great.
She
wants
to
know
how
to
keep
her
hair
looking
this
good
for
as
long
as
possible
so
watches
another
how
to
video
on
Youtube.
UMOT
–
Our
customer
is
really
happy
with
her
hair
and
the
brand
experience.
She
uploads
a
picture
on
social
media
to
share
her
new
look
with
her
friends
and
leave
a
review
on
Tonacity’s
website.
16.
17. Tonacity
Content
Strategy
The
Tonacity
Content
Strategy
is
primarily
based
around
4
main
concepts:
1. User
Generated
Content.
Created
by
encouraging
potential
customers
and
users
of
the
Tonacity
mobile
“app-‐licator”
to
share
their
before
and
after
selfies
seeking
the
thoughts
and
approval
of
their
peers,
and
what
they
would
look
like
with
the
various
tones
and
colours
available
from
Tonacity
and
then
sharing
their
experience
afterwards.
2. Hair
care
and
application
tips.
Guest
blogs,
Youtube
videos,
quick
tips
on
Facebook
and
Twitter
etc…
Using
a
soft
sell
approach
to
educate
about
hair
care
in
general
and
how
to
use
Tonacity.
3. TV
segments.
Daytime
television
shows
such
as
This
Morning
and
Loose
Women
regularly
review
and
trial
live
on
air
products
of
this
nature
that
would
appeal
to
their
audience
and
that
fit
within
our
target
market.
4. Converting
print
ads
to
digital
users.
Bridging
the
gap
with
the
conversion
of
offline
print
ads
into
digital
media
and
Kleur
mobile
app
users
through
the
user
of
augmented
reality
platforms
such
as
Layar
to
add
rich
digital
media
to
static
print
and
encourage
users
to
try
the
Tonacity
mobile
“app-‐
licator”.
18.
19. Paid
Media
• Raise
awareness
of
the
new
Tonacity
hair
product
in
the
UK
• Generate
web
leads
and
consultation
bookings
• Drive
UK
sales
of
the
Tonacity
hair
product
in-‐store
and
online
• Drive
repeat
sales
of
the
hair
product
As
Tonacity
is
a
new
product,
we
will
be
putting
spend
towards
PPC
to
ensure
it
appears
as
a
search
results
for
as
many
people
as
possible.
We
will
launch
with
a
broad
match
campaign
and
refine
to
exact
and
broad
match
modifier
using
optimisation
tactics
based
on
the
demand
and
conversion
data.
We
will
also
include
these
phrases
as
part
of
SEO
on
Tonacity’s
website
to
help
increase
organic
search
over
time.
Keyword
Currency
Avg.
Monthly
Searches
(exact
match
only)
Competition
Suggested
bid
hair
dye
GBP
12,100
0.96
0.36
hair
colour
GBP
8,100
0.77
0.57
roots
touch
up
GBP
70
0.98
0.54
hair
color
GBP
2,900
0.61
0.72
hair
colors
GBP
1,600
0.33
0.64
hair
colours
GBP
22,200
0.46
0.69
loreal
hair
color
GBP
2,900
0.98
0.21
hair
color
ideas
GBP
1,300
0.37
0.68
hair
color
chart
GBP
880
0.29
0.33
red
hair
dye
GBP
5,400
0.96
0.3
Launch
with
a
broad
match
campaign
and
refine
to
exact
and
broad
match
modifier
using
optimisation
tactics
based
on
the
demand
and
conversion
data;
target
UK
–
all
locations,
all
devices.
20.
21. Tonacity
APP-‐licator
The
two
primary
purposes
of
the
Tonacity
“APP-‐licator”
are
to
overcome
the
barriers
of
entry
previously
identified
and
encourage
the
creation
and
sharing
of
user
generated
content.
The
app
will
be
available
for
free
to
download
from
both
the
Apple
app
store
and
Google
Play
providing
users
the
opportunity
to
try
various
colours
and
tones
in
their
hair
through
the
use
of
augmented
reality
on
photographic
layers
and
/
or
live
camera
feed.
Screen
captures
in
the
form
of
a
“before
and
after
selfie”
can
then
be
shared
via
social
platforms
marketing
the
brand
and
providing
users
with
that
much
sought
after
approval
of
their
friends
and
family
before
committing
to
the
product.
Once
a
colour
and
tones
have
been
decided
upon
these
can
be
purchased
in
app,
and
saved
for
future
use.
Push
notifications
will
play
a
large
part
in
the
reminder
to
re-‐purchase
system.
22.
23. KPI
Metrics
To
quantify
and
evaluate
the
return
on
investment
we
will
measure
set
KPI’s
across
each
channel.
This
may
initially
appear
to
be
a
lot
of
metrics
and
goal
posts,
however
each
is
specific
to
its
particular
medium
and
will
help
to
provide
better
data
and
analysis
of
all
aspects
of
the
campaign
and
customer
journey.
All
data
will
be
utilized
to
continuously
monitor
the
effectiveness
of
the
campaign
in
terms
of
revenue/brand
awareness
and
to
determine
any
strategy
improvements.
