The Perfect Fit
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Product Re-branding, Launch onto the China Market, Anthropometrics, Face Mask, Digital IQ, Brand buidling Preferences, Design Rationale and Execution, Methodology, project Proposal, Launch Strategies
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The Perfect Fit
Editor's Notes
- WE DON’T EXPECT THAT EVERYONE WILL WEAR THE SAME SIZE SHOES!
- THERE ARE EVRY KIND OF JEANS FOR EVERY KIND OF PERSON, MOOD, STYLE OR FIT!
- SKINCARE BRANDS CREATE MANY KINDS OF TREATMENTS FOR ONE AREA OF THE FACE…IE. EYE CREMES
- SO HOW IS IT POSSIBLE TO EXPECT EVERY WOMAN TO USE THE SAME SHAPE FACE MASK IN THEIR BEAUTY REGIME…AND WOULDN’T IT BE MORE BENEFICIAL TO ADJUST FACE MASK DIMENSIONS TO FIT INDIVIDUA LFACIAL CONTOURS IN THE AIM OF GETTING THE BEST OUT OF THE PRODUCT, AND MAKING THE WHOLE CLEANSING PROCESS MORE COMFORTABLE?
- THERE ARE GENERALLY 9 FACE SHAPES…
- YET NON-WOVEN TEXTILE FACE THERAPEUTIC MASKS ARE USUALLY ONE GENERIC SHAPE…
- USING BIOMETRICS CAN FACILITATE THE PERSONALISATION OF FACE MASKS TO MATCH INDIVIDUALS’ NEEDS…
- AND IN THIS WAY FACE MASKS CAN BE RE-SIZED TO CREATE THE PERFECT FIT!
- IN A STILL GROWING MARKET, HOW IS IT POSSIBLE TO COMPETE WITH LARGE INTERNATIONAL BRANDS AND DOMESTIC LEADERS? OR HOW CAN BRAND PREFERENCE BE CULTIVATED?
- THERE ARE 6 GENERALLY ACCEPTED METHODOLOGIES OR MODES FOR BRAND BUILDING, AND 1 OR SEVERAL ARE APPLICABLE TO BUILD BRAND PREFERENCE, AWARENESS AND LOYALTY FOR ANGELFUN BRAND PRODUCTS
- THIS METHOD IS MOST USEFUL IN THE EARLY STAGES OF BRAND PROMOTION ESPECIALLY CONCERNING SMALL-TICKET, FREQUENTLY PURCHASED GOODS. MOSTLY THIS MODE CREATES BRAND NAME AWARENESS.
- DUE TO THE NATURE OF THE FACE MASK PRODUCT, IT’S PRICE POINT MIGHT BE VERY COMPETITIVELY PRICED AND SOLD THROUGH A 7-11 OR CONVENIENCE STORE CHANNEL, DEPARTMENT STORE, SECOND FLOOR, OR LIFESTYLE CHAIN LIKE ESLITE. IF THE PRODUCT IS RETAILED VIA A POSM UNIT THEN IT WILL BE MORE HIGHLY VISIBLE
- ATTACHING A POSITIVE MOOD WITH A NEED IS A POPULAR AND EFFECTIVE STRATEGY, THE NEED SHOULD BE ONE ASSOCIATED WITH A PARTICULAR FORM OF HEDONISTIC STATE SUCH AS LEISURE, RELAXATION, REWARD ETC
- THE USE OF SOFT, TENDER COLOURS WHICH ARE PLEASING OR SOOTHING TO THE EYES. SHAPES, PATTERNS OR TEXTURES WHICH ARE DELICATE AND DEMAND APPRECIATION. THE SAME ELEMENTS SHOULD BE HIGHLY VISIBLE ON EVERY KIND OF PACKAGING FROM PRODUCT, POSM, POSTER, ADVERTISEMENT, ONLINE GRAPHICS. ADDITIONALLY DIGITAL MEDIA AFFORDS ELEMENTS SUCH AS GENTLE MOVEMENTS, MUSIC AND SOUND EFFECTS.
- THIS IS A MORE COMPLEX STRATEGY USUALLY RESERVED FOR SPECIFIC PRODUCTS SUCH AS CARS, LUXURY LIQUOR BRANDS, PERFUMES ETC. BASED ON FREUDIAN PSYCHOANALYTIC THEORIES. WORDS AND SYMBOLS ARE USED TO EXCITE HIDDEN DRIVES AND DESIRES BURIED IN THE CONSUMER’S ID. The id is responsible for our basic drives such as food, water, sex, and basic impulses. It is amoral and selfish, ruled by the pleasure–pain principle; it is without a sense of time, completely illogical, primarily sexual, infantile in its emotional development, and is not able to take "no" for an answer. It is regarded as the reservoir of the libido or "instinctive drive to create". The Super-ego works in contradiction to the id. The Super-ego strives to act in a socially appropriate manner, whereas the id just wants instant self-gratification. The Super-ego controls our sense of right and wrong and guilt. It helps us fit into society by getting us to act in socially acceptable ways.
- USUALLY RESERVED FOR ADVERTISING WHERE KEY WORDS OR TRIGGERS AND ESPECIALLY IMAGES ARE USED TO ELICIT THE APPROPRIATE RESPONSES The Super-ego works in contradiction to the id. The Super-ego strives to act in a socially appropriate manner, whereas the id just wants instant self-gratification. The Super-ego controls our sense of right and wrong and guilt. It helps us fit into society by getting us to act in socially acceptable ways.
- 4 MAIN ELEMENTS ARE DRIVE, CUE, RESPONSE AND RE-INFORCEMENT. DRIVE = HUNGER OR THIRST CUE = MARKETING STIMULI…ADVERTS, PACKAGING, LOGOS ETC RESPONSE = PURCHASE OR CONSUMPTION THE REWARD FOR THE CONSUMER PROVIDES THE RE-INFORCEMENT…IE THEY BUY IT AGAIN!
- THIS IS A GOOD STRATEGY FOR PRODUCTS WHICH PROVIDE STRONG SENSORY SATISIFACTION SUCH AS FOOD AND DRINK, HOWEVER IT’S ALSO APPLICABLE TO THERAPEUTIC BEAUTY PRODUCTS SUCH AS THE MASK. IF CONSUMERS FEEL THAT FOR A REASONABLE AMOUNT OF MONEY THEY EXPERIENCED RELAXATION AND BENEFIT THEN IT’S WIN - WIN, THEREFORE THIS SUGGESTS THAT THIS PRODUCT COULD BE SITUATED AT ENTRY LEVEL OR THERE ABOUTS WITH A STRONG FOCUS ON GOOD VALUE FOR MONEY. BEAUTIFUL PACKAGING WITH ‘AN EXPERIENCE’ FACTOR CAN SUPPORT THIS MODE.
- USUALLY RESERVED FOR LARGE-TICKET GOODS AND SERVICES SUCH AS CARS, APPLIANCES OR HEALTH-CARE. CONSUMERS’ CHOICES ARE BASED ON THEIR KNOWLEDGE ABOUT THE PRODUCT THEIR POSITIVE OR NEGATIVE EVALUATIONS OF IT. ONLY A PORTION OF ANY MESSAGE GETS THROUGH TO THE CONSUMER AND DEVICES SUCH AS NOLELTY OR HUMOUR ARE EMPLOYED. ADVERTISERS TRY TO MAKE A LINK BETWEEN WHAT AN AUDIENCE KNOWS OR BELIEVES ABOUT A BRAND
- LARGE ADVERTISING CAMPAIGN NEEDED AND SOME ISSUES ARE CHALLENGING WHEN PRODUCT FEATURES ARE NEGATIVELY RELATED TO IMPORTANT ISSUES WHICH LEADS TO CONSUMER OBJECTIONS.
- BASED ON THE CONCEPT OF A “SLICE-OFLIFE” WHERE ROLE MODELS ARE PRESENTED AS IDEALS FOR US TO FOLLOW. FREQUENTLY USED ARE ATHELETES, MODELS, TV STARS ETC.
- THERE IS NO ONE PERFECT MODEL ANYMORE…THEREFORE THERE IS ATREND AWAY FROM HOMOGENEITY TO DIVERSITY…THOSE REPRESENTING BRANDS SHOULD BE TAILORED TO LOCAL MARKETS
- Although the size of the e-commerce market in China quadrupled from 2006 to 2009 (1 iResearch, February 2009) According to iResearch upcoming report of China Online Shopping Research 2009-2010, China's online shopping market scale will reach 248.4 billion yuan in 2009, up 93.7% compared to 2008, higher than expected. iResearch considers that the most significant reason for the high-growth of China's online shopping is the value of the online channel has got recognized by the individual consumer and enterprises. As for the individual consumers, e-commerce can nearly meet all their daily shopping needs. Compared to other channels, the internet is more convenient and favorable, even provides personalized services to consumers. As for enterprises, developing e-commerce is the key to seize the market share in future. iResearch is optimistic about the future of China's online shopping market. In the next few years, iResearch predicts that the China's online shopping market will still increase fast and steadily, expected to exceed 1000 billion yuan in 2013.
- Although many prestige brands are eliciting thousands of usergenerated comments, video uploads, blog posts, and photos on popular SNS sites RenRen, Qzone, Kaixin001, and YouKu, very few are interacting directly with consumers on these sites. As consumers are increasingly expecting brand communications to be interactive, rather than oneway broadcasts, digitally savvy brands that are beginning to engage directly with users on SNS platforms stand to gain an edge. Mercedes-Benz, Audi, and BMW host contests on RenRen, while Dior has a page on Qzone. Digital Genius Lancôme boasts an official group on Kaixin001 with more than 250,000 members. Johnnie Walker also hosts a group on the platform.
- Four of the brands in the study have invested in branded 2.0 communities. Digital Genius Lancôme launched an online community, Rose Beauty, in 2006 and claims four million subscribers. Estée Lauder and Clarins also host branded beauty communities. In Automobiles, BMW has created a community for the estimated 150,000 BMW drivers in China through its MyBMWClub.cn site. Meanwhile, Audi, Mercedes-Benz, and Porsche have created simple-interface BBS sites to help facilitate discussions with brand evangelists. Although whether or not microsites are an effective means of online interaction for prestige brands is debatable, efforts from these brands demonstrate a heightened commitment to the Chinese marketplace. THE SITE SHOULD HAVE A .CN DOMAIN NAME TO OPTIMISE SEARCH ON BAIDU DEVELOP A LOCALISED WEBSITE, NOT JUST A CHINESE VERSION
- Brands of Chinese or Hong Kong origin outperform their global luxury peers by an average of 11 IQ points. Several local brands are also early movers: Chinese liquor brand Moutai and Hong Kong jeweler Luk Fook are the only brands in their categories to transact online. Chinese Beauty & Skincare upstart Herborist and Hong Kong fashion house Shanghai Tang also boast e-commerce capability. In general, local brands struggle to match the buzz of foreign competitors in Social Media and are not as visible to search engines. However, local brands still achieve site scores50 percent higher than their foreign peers.