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Marketing Communication Manual Table of Contents Introduction List of focus points Potential Customer Customer lifestyle segmentation Pen portrait Positioning Motives Aims Strategy Proposition Tools Advertising Social Media Direct Marketing Sales Promotions PR & Publicity Celebrity Endorsement Guerilla Marketing Budget Time Planning Bibliography Introduction This little book is the result of a GAP analysis regarding French Connection’s identity and image which formed the research report of my thesis. Additionally, the recommendations derived from these research conclusions, formed the occasion for a set of inspirational guidelines to shed light upon various possibilities to strengthen French Connection’s position in the brains of the Dutch consumer even more. Step by step, you will be lead throughout essential marketing elements which a strong positioning requires, offering a combination of ‘strategy’ and ‘creativity’, and how these can be useful for French Connection. Enjoy! wwww To freshen up your memory this list will function as an enumeration of all important findings and focus points derived from the research report to be taken into consideration to successfully further position French Connection. • • • • • • • • • • • • The dissemination of ‘French Connection’ and French Connection only, no means of FCUK communications The expression of the desired imago of French Connection simultaneously raising awareness The brand’s qualities are; unique, stylish, fashionable and slightly humorous designs (with dresses being a trademark), offer of good quality, creative, unconventional and attention grabbing ways of marketing (in the current situation mainly in terms of campaigns) The brand’s values ‘original’, ‘distinctive’ and ‘accessible’ need to be communicated more The economic crisis, low consumer trust and limited expenditure The blurring of (fashion) trends indicating much more is acceptable Rise of the internet and the existence of the digital super consumer The importance of customer experiences (within a physical environment) The current society which entails ‘priori-time’ and an individual approach The broadening middle segment indicating the importance of differentiation The rise of fast fashion chains lead French Connection to belong to the middle segment and raised a need for differentiation The realization of an important and interesting new ‘target’ group for French Connection; ‘the working woman between the age of 25-45’ List of focus points Potential customer Before the determination of the most appropriate strategy for the expansion of French Connection’s current customer base in the Netherlands, the question arises: who exactly is the Dutch woman as French Connection’s (potential) customer? Customer lifestyle segmentation As it is very hard to place one individual into any single lifestyle category since most people’s lifestyles cross over into several kinds and since our lives and cultures have become much more complex, it is impossible to place consumers into individual categories. At best only an approximation of how French Connection’s customer is likely to live her life and behave at the point of sale can be given as illustration of the lifestyle segmentation. According to the VALS 2 or Taylor-Nelsen lifestyle segmentation system, French Connection’s average customer would roughly belong to the category of the ‘Fulfilleds’ meaning these are more mature, fairly responsible, likely well-educated consumers who are fairly home-centered and reasonably open to moderate levels of fashionability. In addition, they do not mind spending on clothes provided they are quality products that will wear well and last in terms of style and durability. (Jackson & Shaw, 2009). Pen portrait As mentioned previously, people join different groups for different activities. In order to gain a better understanding and mental picture of who will be wearing French Connection and for what occasion the pen portrait below illustrates French Connection’s (potential) customer: Name: Marit Broeckveld Gender: Female Age: 29 Family situation: Lives together with Pieter van der Meij and son Sem (1,5 years old) Educational level: Academic/university level Income: Average – above average Job: Marketing manager at L’oreal Hobbies: Shopping, lunch with friends, travelling,running, reading (also professional literature) Idol: Kate Middleton; her work efforts, courage within the Royal family and classy sense of style Considered most important in life: A healthy balance between family life, friends and a career Dislikes: The ones who take life too serious; career and status above everything and worst of all, above family life and fun Positioning The next pages will illustrate how the further positioning of French Connection can best be implemented according to strategy. Motives The motives for this inspirational manual include: - A further focus on the positioning of ‘French Connection’ and all touch points of the brand ‘breathing’ ‘French Connection’ which will additionally contribute to a greater brand awareness overall. FCUK will no longer be used in any form of communication. - A remaining focus on differentiation from ‘fast fashion’ competitors by means of unique designs (with the dresses as trademark), good quality and creative, stylish yet slightly humorous means of marketing. - A focus on the dissemination of the core values ‘original’, ‘distinctive’ and ‘accessible’. Because of the importance of differentiation, the expression of the values ‘original’ and ‘distinctive’ need to get more attention and because of French Connection’s exclusive character as mentioned in some ways, the brand needs to show how ‘accessible’ it is and thus approachable. Aims To disseminate the desired image of French Connection whilst raising awareness about ‘French Connection’, its identity and products, and communicating its key values amongst a broader public of Dutch women, which, by means of marketing communication, influences buying behavior and an increase of sales within a time frame of three years. Strategy For the Dutch market, the strategy for French Connection includes the strengthening of its psychosocial meaning; influencing the brand’s perception towards the desired direction and to differentiate itself from other brands because, on a functional level, the brand’s offer does not differ much from other fashion brands. Through the expression of the brand’s meaning amongst a new and existing public, French Connection’s awareness will simultaneously be raised. Because the positioning of a brand always enhances the balance between brand (identity), competitor (differentiation) and consumer (relevance), it is essential to define the right choices on which the strategy is based for each of those: -Brand identity: French Connection needs to first of all express its presence and values, ‘original’, ‘distinctive’ and ‘accessible’, whereby the focus should be on ‘accessible. Current brand associations such as ‘elegant’, ‘feminine’ and ‘fashionable’ can be considered within a bigger framework. -Consumer relevance: French Connection should focus on Dutch working women within a broader category of working women remaining a strong design/price/quality ratio as this is considered important by customers and non-customers. In addition, raising awareness around points of sales both on- and offline combined with attention from fashion media and a suitable experience will contribute to the brand’s image. -Competitor differentiation: By emphasizing on the brand’s distinctive identity and expressions, original designs, such as its trademark ‘dresses’, and accessibility French Connection will remain distinct. The focus is thus on a positioning matching the brand, expressing the relevance for the Dutch female (working) customer and a differentiating message from those of competitors. Proposition ‘French Connection is to be a credible and fashion focused brand offering distinguishing and stylish product designs of good quality with a slight sense of humour.’ Tools The following categories illustrates the most important instruments for French Connection to use as tools to communicate towards the Dutch female customer. Although the head office fills in the lay-out and decides upon themes and campaigns, for the Dutch market there should be more focus on… Advertising On the basis of the relatively low brand awareness, advertising as traditionally the principal method of communicating a brand’s identity and presence, would help to firstly gain customers’ attention and then create a more powerful image. By means of placing different formats across media such as the Bijenkorf magazine and fashion magazines which often feature French Connection in shoppings/series already, such as: Fab, JAN and Red, French Connection will be ubiquitous. The layout of these advertisements would be similar to those already used, featuring strong seasonal campaigns with a slight sense of humour, communicating the brand’s originality, distinctiveness and accessibility. Social Media Although French Connection’s Facebook-, Twitter-, Pinterest- and Instagram- account are owned and updated by the head office in the UK, it would be clever if the Dutch head office raises awareness about these types of social media to update the Dutch female consumers with news and collections. By regularly communicating French Connection’s active share in those, Dutch consumers are confronted with new products for sale, interesting combinations in style, influential celebrities wearing French Connection and (not least important) the brand’s unique character and more, resulting in them potentially appreciating the brand (more). Direct Marketing With the aim of creating direct response and eventually building relationships, French Connection can start a dialogue with its (core) customers. If the brand takes into account customer wishes and ideas it can further improve relationships and create more loyalty towards the brand in the Netherlands. Even with the aim to reach a more local customer base to start with, f.i. taken into consideration all business women working in and around the WTC area in the south of Amsterdam, direct mail can work effectively if carefully used and only for those who regularly shop at French Connection and feel related to it. By means of these direct mails customers can amongst others be invited to sample sales, special events and shopping nights giving the customer the idea of a special treatment. Because French Connection in the Netherlands only has a few employees and one store the relationship can very well be remained personal which is beneficial for both the brand and the customer. Sales Promotions Besides existing seasonal selling-price reductions, loyalty cards, enabling customers to save points per purchase, could work beneficial in terms of brand loyalty, if, for instance, in collaboration with more retailers selling French Connection in the Netherlands. In this case loyalty cards would not provide discount as a reward, but a more surprising element or gift, which would additionally give loyalty cards a new definition (more fun) and would express French Connection’s values of being ‘original’ and ‘distinctive’. An example of this would for instance be to save up for swimwear or beach hats in summer and for hats and gloves in winter (preferably different types/colours to choose from). PR & Publicity As PR can be considered as one of the most important communications tools available, PR is currently used for fashion media, financial media and stylists by communicating news releases, organizing open days and through the availability of press packs, look books and a sample collection for magazines. In return these publics are rewarded by shopping discounts and invitations to French Connection events. To further implement the PR process, French Connection could more regularly provide the Dutch media with news and events provided by the UK head office and in addition French Connection’s presence at events and collaboration with events would be extremely beneficial, such as Amsterdam Fashion Week or ladies days/nights. By making more use of PR & publicity tools, more awareness around French Connection as a fashionable, innovative and/or humourous (depending on the news, event or activation) brand will be created which is in line with the brand’s desired image of being original, distinctive and accessible and its business aims. Celebrity Endorsement As mentioned in the research report and based on the brand’s blog offtherecord.frenchconnection.com, celebrities, such as Kate Middleton, Pippa Middleton, Angelina Jolie and bloggers play an important role for the brand in the United Kingdom. Derived from the fact that the cult of celebrities and the circulation of celebrity magazines has become increasingly important in the Netherlands, this heavily influences the perception of fashion brands. By seriously considering the social importance of some Dutch celebrities or by looking at how their dress style or fashion sense is embraced by the public, French Connection could benefit from dressing celebrities matching the brand’s identity. When communicating this through all possible forms of media available, the benefits of celebrity association will be visible in brand awareness and sales. Based on past collaborations and on personal characters which need to fit the brand’s identity, the following Dutch celebrities could be addressed: Nicolette van Dam, Heleen van Royen, Chantal Janzen, Renate Verbaan and Marion Pauw. Guerilla Marketing An unconventional communication method for French Connection’s presumably sophisticated, time-poor and technology-enabled, or at least smartphone-enabled, (potential) customer will connect the brand with these women. Another reason for this is that this form of marketing will be suited to the existing use of unconventional ways of advertising, of which the FCUK advertisements are a great example of the past, and by means of a more unconventional approach also the modern consumers cynical of branded advertising and other corporate communications will be approached. Especially in the creative fashion industry and true in the case of French Connection, guerilla marketing can be used well for exploring new creative possibilities for brand contact. The brand could by means of this for instance speak to its potential new target customer base: working women between the age of 25-45. A guerilla marketing campaign for French Connection must be creative, attention-grabbing, intended to stimulate action by consumers and be of limited duration. This campaign should ‘breathe’ French Connection’s key values ‘original’, ‘distinctive’ and ‘accessible’ in all its facets and ‘dresses’ as the brand’s product trademark should form the main theme around which the activation evolves. In relation to French Connection’s customer and potential customer, an individual approach, limited time, a focus on quality time (for instance ‘fun shopping’), a certain limited of innovation and clarity need to be considered. Within an economic framework (budget-wise), the current economic crisis needs to be taken into account yet the blurring of fashion trends on social level offers more perspectives and makes the event more accessible. Budget For the future it is advisable that French Connection the Netherlands secures its budget for marketing communication on the basis of a percentage of the turnover, the so-called turnover percentage method, either based on previous year’s turnover or the expected turnover for that year. Instead of using the budget left after deduction of all costs, a fixed budget for marketing communication will now be preserved. In financial terms, the table below will give a rough indication of the estimated costs for the previously mentioned marketing tools in addition to the company’s regular cost structure and if made use of once, for instance the first time. Furthermore the costs will vary dependent on the particular circumstances. Advertising Bijenkorf, Fab, JAN, Red Social Media Direct Marketing If used off-line Sales Promotions Loyalty cards Product giveaways PR & Publicity Celebrity Endorsement Per sponsored outfit max. Guerilla marketing Costs agency hired Event and necessities Total € 28.000 €0 € 200 € 1.000 € 500 € 500 € 2.000 € 32.200 Time Because relatively the market does not change fast and due to the importance of a strong establishment of the brand French Connection in the minds of Dutch female customers, is chosen for a middle long term planning (which usually implies a period of two-five years) of three years. Bibliography Floor, J.M.G. & van Raaij, W.F. (2006). Marketingcommunicatiestrategie. Groningen/Houten: Wolters-Noordhoff Jackson, T & Shaw, D (2009). Mastering Fashion Marketing. Hampshire: Palgrave Macmillan. Riezebos, R & van der Grinten, J. (2011) Positioneren Stappenplan voor een scherpe positionering. 2nd ed. The Hague: Boom Lemma publishers. http://www.slideshare.net/OrlandoKen/the-brand-gap-by-marty based on the book ‘The Brand Gap’ by Marty Neumeier, 12th of August 2011