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Markham presentation
1.
2.
3. WHAT WE DO
â˘âŻ Use
 what
 the
 company
 has
 by
 doing
Â
intensive
 research
 into
 the
 companies
Â
exis6ng
 contact
 points,
 reso
urces
 and
Â
revamping
 them
 according
ly.
Â
â˘âŻ Integrate
 contact
 points
.
Â
â˘âŻ Long
 las6ng
 sustainable
-Ââsolu 6ons.
Â
Â
4. ORDERS
â˘âŻ Consumer
 research
 and
 trends.
Â
â˘âŻ To
 deďŹne
 Hot
 Spots
 of
 the
 Markham
 man.
Â
â˘âŻ Create
 an
 in-Ââstore
 experience
 and
Â
develop
 a
 range
 of
 jeans.
Â
â˘âŻ Encourage
 people
 to
 create
 an
 account
Â
and
 buy
 more.
Â
Â
5. WHY WE CAN HELP
â˘âŻ We
 are
 young.
Â
â˘âŻ We
 understand,
 use
 and
 live
 social
 media.
Â
â˘âŻ We
 live
 for
 simplifying
 informa6on.
Â
â˘âŻ Resourcefulness.
Â
Â
6. GLOBAL
 SITUATION
Â
â˘âŻ Poli6cal
 movements
 created
 online
 using
 TwiKer
Â
and
 Facebook.
Â
â˘âŻ Unifying
 the
 masses
 to
 one
 cause
Â
â˘âŻ Can
 use
 social
 media
 as
 a
 cheaper
 op6on
 to
Â
communicate
 to
 large
 audience
Â
7. RESEARCH
Surveys:
Â
Â
â˘âŻ 100
 handed
 out
Â
â˘âŻ In-Ââstore
 customers
Â
Â
â˘âŻ Out-Ââstore
 customers
Â
Â
â˘âŻ
Â
Â
Â
Â
Â
Â
Â
Interviews
 :
Â
Â
â˘âŻ 5
 store
 manager
Â
â˘âŻ 8
 staďŹ
 interviews
Â
â˘âŻ In-Ââstore
 Markham
 shoppers
Â
Â
8. KEY INSIGHTS
â˘âŻ Appeals
 to
 younger
 and
 older
 clientele
Â
â˘âŻ No
 dis6nct
 brand
 diďŹeren6ator
 being
 communicated
Â
â˘âŻ Guys
 hang
 out
 in
 groups-Ââ
 Bromance
Â
â˘âŻ Everyone
 has
 their
 own
 unique
 style
Â
â˘âŻ SUPER
 Ac)ve
 Facebook
 page
 :
 40
 000
 poten6al
 ambassadors
Â
9.
10.
11. C O M P E T I TO R I N S I G H T S
â˘âŻ Trendy
Â
â˘âŻ Fashionable
Â
â˘âŻ Convenient
Â
â˘âŻ Quality
Â
Â
Â
12. THE GAP WE ARE FILLING
Therefore:
 the
 gap
 Markham
 is
 ďŹlling
Â
Â
Your
 personal
 style
 statement
Â
13. OUR
 PEOPLE
Â
All
 have
 in
 common
Â
â˘âŻ All
 make
 their
Â
Â
Â
Â
Â
Â
 individual
Â
Â
Â
Â
Â
Â
Â
 style
 statement
Â
â˘âŻ Similar
 a[tude
Â
We
 named
 it
 âŚâŚâŚ
Â
15. KEY ISSUES
â˘âŻ How
 can
 Markham
 claim
 its
 own
 diďŹeren6ator
Â
to
 ensure
 clarity
 and
 diďŹerence?
Â
Â
â˘âŻ How
 can
 Markham
 also
 take
 full
 advantage
 of
Â
the
 youth
 market
 in
 an
 aim
 to
 expand
 its
Â
target
 market?
Â
16. OBJECTIVES
Â
Primary:
Â
1.
 To
 increase
 brand
 appeal
 from
 a
 35%
 unclear
 percep6on
 to
Â
one
 of
 80%
 clarity
 by
 March
 2012.
Â
2.
 To
 increase
 brand
 awareness
 for
 males
 between
 the
 ages
 of
 15
Â
to
 24,
 from
 a
 level
 of
 45%
 brand
 recogni6on
 to
 a
 level
 of
 80%
Â
brand
 recall
 by
 the
 end
 of
 November
 2011.
Â
Â
Secondary:
Â
3.
 To
 increase
 the
 number
 of
 online
 account
 holder
 applica6ons
Â
by
 20%,
 by
 the
 end
 of
 March
 2012.
Â
17. Uzzi- Italian inspired tailoring, for the youthful, fashionable and
trendy South Africans.
Truworths man- International standards, youthful, trendy,
adventurous and focus on quality for South Africans.
Â
18. POSITIONING
Markham is a menâs fashion movement that provides
the urban male with cutting edge clothing options, to
make a distinct personal style statement.
20. CONCEPT
The
 Markham
 movement
 of
 expression
 for
Â
personal
 style.
Â
Â
What
 is
 the
 movement
 â
 where
 you
 can
 express
Â
your
 style
 statement
Â
23. PHASE
 1:
Â
â˘âŻ Crea6ng
 buzz
 and
 mystery
 about
 the
 movement
 leading
Â
everyone
 to
 the
 MARKHAM
 facebook
 page.
Â
Â
PHASE
 2:
Â
â˘âŻ
 MARKHAM
 facebook
 page,
 show
 us
 how
 you
 make
Â
Â
 your
 style
 statement
Â
Â
PHASE
 3:
Â
â˘âŻ Bringing
 your
 style
 statement
 to
 life
Â
24. PHASE 1 :
Crea6ng
 buzz
 and
 mystery
 about
 the
 movement.
Â
Leads
 to
 facebook
Â
Â
25. OUTSIDE
Â
Posters
 on
 streets
 of
 South
 Africa
 to
 create
 buzz
 about
 the
 movement.
Â
42. LOYALTY
 CARD
Â
Customize
 your
 own
 loyalty
 card
 from
 the
 facebook
 game
 feel
 part
 of
 the
 movement
Â
43. CATALOGUE
Â
Create
 your
 ougit
 in
 the
 game
 which
 Markham
 will
 use
 in
 their
 catalogue
Â
44. STORE-Ââ
 WINDOW
Â
Winners
 of
 the
 create
 your
 own
 ougit
 compe66on,
 posters
 and
 ougits
 on
 display.
Â
45. November
 December
 January
 Year of 2012
Â
Radio advertisement
Â
Bags and stickers
Â
Newspaper Posters
Â
Street pole campaign
Â
Catalogue
advertisement
Â
Digital information
boards
Â
E-banner
Â
Alternative contact
point
Â
Interactive in-store
display
Â
FACEBOOK
Â
46. BUDGET
Street Pole advertising R 450
Street pole posters R 700
Retail shopping bags and stickers R 804 540
Alternative Media R 714
Digital Information Board R 2000
Radio Spot R 304 640
E Banner R 1 800
Facebook Application R 60 000
Interactive in-store display R 16 014
R 1190 858.00
47. WHAT
 THE
 ATTIC
 ACHIEVED
Â
â˘âŻ We
 have
 u6lised
 and
 found
 trend
 seKers.
Â
â˘âŻ We
 have
 iden6ďŹed
 hot
 spots.
Â
â˘âŻ Tool
 to
 ďŹnd
 out
 what
 your
 people
 love-Ââwhat
 jeans
Â
they
 love.
Â
â˘âŻ In-Ââstore
 and
 out-Ââstore
 experience.
Â
Â