Powerpoint presentation

SLIDE ONE

Hello and welcome to our presentation on the 'Glo Band'. Today we hope to encourage you to be 'Beautifully moving'

SLIDE TWO

The way that we want to differentiate ourselves from the many other products on the market is through our USP.
'We're not just about health, we're about well-being.'
In this way we will be focusing our product on the improvement of lifestyle, well-being and happiness, rather than associating it with dietry needs and direct excercise.

We decided to target the Dove consumer and develop Glo as a sub brand of Dove as we believe their attitudes reflect our own brand values.

SLIDE THREE

In order to gain insight into consumer needs and attitudes we used primary research.
Methods we used were :-
Observational interviews, questionnaires, videos, streetstyle pictures and an Alert Experiment in which we tested what it was like to be alerted by noise.

SLIDE FOUR

We found that asking questions enabled us to understand what consumers would want from the product and how this would affect design and functionality.

SLIDE FIVE

It also enabled us to create pen profiles which we thought reflected our target consumer.

here are 3 pen profiles. They are all very personal and varied. We didn't want to target a niche consumer, we wanted to reflect and target a whole range of ages and both males and females, the ageless consumer, targeted by Dove as inactivity should be an issue to everyone.

SLIDE SIX

We covered a whole range of seconday research to fully understand our consumer and how we wanted our product to develop.

Examples being :-
read from slide

SLIDE SEVEN

We researched data visualisation. It helped us think of and design our own data creatively and effectively. We thought that the use of colour and shapes could be very pleasing to the eye of the consumer and interesting to look at.

We then went on to look at current technological innovation and wristband design for inspiration. Here are some images of bands we thought were suitable for a unisex product.
SLIDE EIGHT

To further understand the dove consumer we looked at some of Doves existing imagery and the use of creative copy.

For the Dove woman, lifestyle and wellbeing is very important. If she feels happy on the inside she knows that this will be reflected on the outside.

For the Dove man, performing the best he can in life holds great importance. He wants to feel good and look good.

We will focus our product on -

Male and Female (Age 25+)

Male – focus on daily performance

Female – focus on self esteem

SLIDE NINE - DOVE AS A BRAND

Side 9 – Dove as a brand

We selected Dove as a brand and have targeted the Dove consumer because we believe their attitudes reflect our brand values. The essence of the evolutionary brand being genuine and committed, distinguishes Dove as a unified brand with an established presence. Ensuring the innovative product is launched successfully into a new market, by being part of a reputable and trustworthy brand. With consideration towards the price point the Glo band being associated with Dove gives both established and potential consumers promise and positivity towards the product and concept.

SLIDE TEN - CONCEPT

‘glo’ is a band which provides men and women who recognise that beauty isn’t purely an aesthetic (the Dove consumer) with an alternative way to keep themselves happily active in a subtle and motivational way.

The band should inspire the wearer to ‘move’ – what is it that moves them? From something as simple as walking to collect their kids, to reminisingly dancing to their old favourite song, ‘glo’ ensures that people identify a positive correlation between happiness and activity.

‘Beautifully Moving’ is the tagline that runs throughout the product, brand and functional ethos; a subtle nudge which gives the consumer a positive connection between movement and feeling beautiful.

The men's product (although sold in the same way) identifies the need to perform; allowing the male consumer to feel like they can achieve goals, which in turn satisfies their own personal ego - the band encourages them to be the best they can be.

SLIDE ELEVEN - PRODUCT

SLIDE TWELVE - THE APP

We wanted to keep the smartphone app really simple and quick to use, integrating it into the users lifestyle as naturally and effectively as possible. The app features simple colours and symbols and asks just three questions:

How happy are you?  

Where are you?  (home, work, out)

And What are you doing?

This information is then correlated with the more scientific data from the Glo band to create visually stimulating and interesting data displayed on the website and facebook page.  

SLIDE THIRTEEN - FACEBOOK

We will use facebook as the main channel for social media marketing, A brand page will be created to give non-users  more information about our product whilst existing users can also view their data, downloaded to the app from the website and view other peoples data, locally, in the UK and possibly even worldwide.

We have also created a tamagochi style game as a more light hearted way for the user to view their progress and activity. The Glo worms health happiness and activity corresponds with your own and so if you have been particularly unhappy or inactive that day, so will your glo worm. You must remain healthy, active and happy to keep your worms healthy glow.

SLIDE FOURTEEN - THE WEBSITE


SLIDE 15 - INCENTIVES

We have included an incentives programme in our concept,  a points system awarding the user for example four points for every hour of activity recorded by the band.

An incentives page will be included on the website, The Glo Zone. This page will include one dominant monthly offer and smaller, more permanent offers underneath which the user can claim using their earned points, for example discount cinema tickets, discounts on Dove products, at restaurants etc.   

The incentives programme will offer further encouragement for the user to become more active and continue to use the band for a more tangible reward and prevent them from losing interest.

SLIDE 16 - CAMPAIGN

We want to tell our consumer's story, put across what moves them and what defines them. We want to make them feel connected to our product, linking it with sentimentality and emotions and most of all encourage them that the key to a good lifestyle and to feeling happy is through activity.

Our adverts will put this across by targetting issues of self-esteem, lifestyle and well-being.
We want each advertisement to describe a person, using each of these phrases as a tagline -

I am expressive,
I am diversity,
I am vitality,
I am celebration,

and ending them all with the overall theme -
I am the little things,
I am beautifully moving
We want to visualise people doing all of these things in a creative way. Taking inspiration from the recent Nokia Lumia advertisement.. (show video)

 We want to create a buzz around our campaign, introducing these teaser ads gradually and creating a virul buzz through the execution of original flashmobs.

SLIDE 17 - VISUALISATION MOODBOARD


SLIDE 18 - COMMUNICATION

The marketing campaign will be launched in the UK through a range of advertising strategies in order to create hype about Glo as  a product, this will be achieved by appealing to the synchronised consumer touch points. The promotional plan which is in place will reflect the scale of marketing synonymous to Dove.

Involving both above the line involving the smartphone application itself.  Television advertisements and features, billboard campaigns, print advertisements, through product placement inserts, physcological, beauty, heath and technology focused monthly magazines.  Alongside this there will be online promotion via the Dove website and the parallel Glo website.  Which will both run as an ecommerce websites, alongside the evident stockists.

Below the line marketing will include Word of mouth prompted by social media contribution including the Facebook page. Glo Zone as an incentives website will target consumers directly and in a personal manner. Ambient marketing which will illustrate the brands beautifully moving concept.

*Talk about flash mob-live band on bus idea here*

SLIDE 20 - PLACE

SLIDE 21 - SUMMARY

ADD TO THIS IF YOU CAN PLEASE. EG. EXPLANATION OF A SLIDE. CHARLOTTE IS WRITING ABOUT THE FACEBOOK SLIDE AND SARAH IS WRITING ABOUT COMMUNICATION

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