Embed Size (px)
Citation preview
ALEXANDRA
ANNEALEXANDR
ECAMILLE
JEREMIE
ANNE LAURE
RUBENYOANA
OUR TEAM
• The context • The UK market• Competitors• Problematic• Objectives• Target audience• Positioning
• Creative concept • Creations• Digital strategy• Media planning • BTL strategy• Calendar• Budget
SUMMARY
C ONTEXT
- Pioneering tea machine based on a system of single-serving capsules, signed by Nestlé.
- Brew time and temperature regulated according to each of the 25 different capsules.
- Exclusively distributed online.
what is Special.T?THE CONTEXT
David LaChapelle
the launch in France
A sensorial world of serene beauty and excellence travelling, through the enchanting tea worlds
THE CONTEXT
K MARKET
the second largest one in the worldUK MARKET
165.000.000 cups per day
2.5 Kg per year/person
157.280 tons imported, 46.8% of EU import
5 cups per day/person
- 88% of people over 65 y.o. drink tea, the percentage drops to 73% for younger (15-34 y.o.) adults.
consumer behavior
- Young people prefer herbal and flavored teas than traditional ones.
- Tea tends are more popular among women (59%) than men (49%).
- 90% of people uses tea bags.
UK MARKET
afternoon tea partyUK MARKET
SOCIAL STATUS
EXTREMELY REGULATED
SOCIALIZATION
COMPETITORS
communication
humouristic or quite aestheticuse of mascots
storytelling
COMPETITORS
celebrity endorsement
S RATEGY
How to introduce successfully the Special.T machine in the UK market considering the strong British tea tradition?
PROBLEMATIC
Be known and loved
Create traffic on the website
Modifying the habits of tea making
Increasing sales
OBJECTIVES
Enjoying their life in every details
They need more… General target: 28 – 55 yoCore target: 28 – 40 yo mainly women2nd target: 40-55 yo -men and women
AUDIENCE
POSITIONNING
Updating the traditional tea brewing
Special T is the only tool you need to prepare the perfect tea for each taste.
All you need to care about is details.
CREATIVE CONCEPT
Mind the details
printMED A PLANNING
DIGITAL STRATEGY
websiteDIG TAL STRATEGY
bannersDIG TAL STRATEGY
billboardsDIG TAL STRATEGY
billboards simulationDIG TAL STRATEGY
• Green Park • Picadilly Circus • Oxford Circus• Baker Street• Bond Street• Leicester square• Knightsbridge• South Kensington
DIG TAL STRATEGYBillboards Location
social networks
Make people aware of the brand and start
building a community
DIG TAL STRATEGY
spotDIG TAL STRATEGY
Commercials broadcasted before specific VOD and TV on demand show ITV player, Demand 5 (Channel 5), SKY player
digitalMED A PLANNING
Pop Up store opening on the 16th of September 2012Special Tea Party Invitations in the form of Usb stick spoon 2 weeks before the event.
Influential journalists and bloggers
One week reminderTea Party – 4pm
PRESS LA NCH
Location- Pedestrian Area in the heart of London
Small Flesh-details leading to the store.
POP-UP STORE
The Pop Up store transformed into a tea house.Experience the variety of tea prepared by the Special T machine. Attention to details.Partnership with Selfridges&Co.
POP-UP STORE
Mini tea gardens near tube stations
=> Create buzz
Mind the details
AMBIENT MARKETING
CALENDAR+B DGET
Tasks September October November December
1st - 7th
8th- 15th
16th- 23th
24th-30th
1st - 7th
8th- 15th
16th- 23th
24th-31th
1st - 7th
8th- 15th
16th- 23th
24th-30th
1st - 7th
8th- 15th
16th- 23th
24th-31th
Press invitations
Pop up store opening
Newspapers
Magazine
Digital billboards
Pop up Banners
Website launch
Online video
Guerilla marketing
CA ENDAR
Print + Magazines
PRINTPUBLICATION PRICE £ SIZE FREQUENCYMarie Claire £17,807.00 Full page MonthlyWoman Home £12,500.00 Full page MonthlyIdeal Home £11,495.00 Full page MonthlyWallpaper magazine £13,587.00 1/2 Page MonthlyELLE £20,000.00 1/2 Page MonthlyThe Economist £284,800.00 Full Page colour (x8) Weekly Vanity Fair £89,060.80 2/3 Page MonthlyAllure £53,204.04 1/2 Page Monthly The Times £271,950.00 Full Page (x10) DailyThe Guardian £102,312.00 1/2 Page colour, Main News (x18) Daily
TOTAL £591,915.84
B DGET
Digital
PUBLICATION BUDGED ALLOWANCE £ (CPM) London Targeted Pack: West EndMarie Claire £20,000.00 Baker St. UNIT PRICE £Woman Home £20,000.00Ideal Home £20,000.00 Bond St.
£9,096.00Wallpaper magazine £20,000.00ELLE £20,000.00 Green ParkThe Economist £25,000.00 Knightsbridge NUMBER OF SITESVanity Fair £50,000.00Allure £50,000.00 Leicester Sq. 9 The Times £25,000.00 Oxford Circus (x2)The Guardian £25,000.00 NUMBER OF SLOTS Picadilly Circus
10 South Kensington
TOTAL £250,000.00 TOTAL £818,640.00
TOTAL DIGITAL £1,093,640.00
B DGET
Event
EventASSET UNIT PRICE (£) QUANTITY TOTAL PRICE £
PRINTING (Press file + Invitation Card + Samples + 1 machine offered per Newspaper) £200.00 30 £6,000.00
RENT £10,000.00 2 Wks £20,000.00STORE EMPLOYEES (x5) £375.00 2 Wks £7,500.00
OPENING DAY
Food + Beverages £40.00 30 £1,200.00
Sound + Video Equipment £4,000.00 1 £4,000.00
Stewardesses (x3) £100.00 3 £300.00Security (x2) £300.00 2 £600.00
PARTNERSHIP £11,500.00 2 Wks £23,000.00
TOTAL Event £62,600.00
B DGET
vod + tv on demand
VOD + TV on Demand BUDGET ESTIMATION
MEDIA ESTIMATED POPULATION
AGE & SOCIOPROFESSIONAL CATEGORY
MONTHLY PRICE (£)
BSkyB3,000,000 28-40 / Female / ABC £95,000.00
ITV Player2,000,000 28-40 / Female / ABC £105,000.00
Channel 5 1,700,000 28-40 / Female / ABC £65,000.00
TOTAL POPULATION 6,700,000
MONTHLY COST £265,000.00
PERIOD COST £530,000.00
B DGET
tv spot and guerilla marketing
TV SPOTRENT SHOOTING LOCATION £3,000.00
TECHNICAL TEAM(Director, Assistant Director,
Cameraman, Light Engineer, Sound Engineer)
£7,000.00
EQUIPMENT £5,000.00POST PRODUCTION £5,000.00
ACTORS + MAKE UP ARTISTS £2,000.00TOTAL PRODUCTION COSTS £22,000.00
GUERRILLA MARKETINGFLORISTS x2 £6,000.00
FLOWERS £2,000.00DESIGNER £2,000.00
DROPPING TEAM £5,000.00
TOTAL GUERILLA MARKETING COSTS £15,000.00
B DGET
total
TOTAL ESTIMATED BUDGET
OVERALL TOTAL £2.662.428,84
EVENT £62.600,00
PRODUCTION + GUERILLA £37.000,00
PRINT £591.915,84
TV on Demand + VOD £530.000,00
DIGITAL £1.093.640,00
BUDGET BEFORE AGENCY FEES
£2.315.155,84
AGENCY FEES (15%)
£347.273,00
B DGET
THANK YO
