Now that I have decided on the route/brand I am taking I can start my relevant research. To begin I looked into the actual brand Lush to find as much as I can about their ethos, campaigns involved in and what promotions they have done before for an insight into how the brand works.
I have also looked at reports on Mintel about the brand, its direct competitor at the minute (bodyshop) and its competitors in the juice/smoothie market for ideas of whats already out there. From looking on Mintel there is definitely enough of a profit made my Lush to expand their business with my new idea. Mintel even stated they feel there is room for expansion so it backs up my idea. I also looked at reports about healthy living and organic products to see what the market is like for such items at current times.
On reflection of this I feel I need to find statistics that clearly back up the need for more healthy take away options like a smoothie bar to show the demand is high.
From looking on Coolhunting, trendhunter etc I have found several articles about sustainability in products now. I think this is something I should really focus on as it fits well with the Lush brands ethos.
During my tutorial with Steve we discussed the sustainable idea and connecting it with the campaigns Lush support to help the environment. We felt this is a worthwhile route to go down as it can appeal to customers emotionally.
The next stage is to further my research with this idea, see what is already out their in terms of sustainability in similar products or find an idea I can adopt to work for my idea. Also going to visit the largest Lush store in the world (Liverpool) to get more primary research.
Wednesday, 30 January 2013
Wednesday, 23 January 2013
Week 1- The Beginning..
Brief received..
FM3022- Final Promotional Campaign
We received the brief on Mon 21st and went through all the details to make us understand what we needed to do. Originally when I submitted my proposal with my PDP project my idea was to launched the Irish drinks brand West Coast Cooler into the English Market. From discussing the 5ITs in class about that idea I had a re-think as I didn't want to produce just another run of the mill campaign. I want it to stand out and get me the best mark possible. On further reflection I researched broadly into what is happening in the marketing world and just the world in general to try and spark and new more innovative idea. From this time of year I came across a lot about healthy living, exercise etc so considered stemming something from that craze.
The idea came to me when I was looking at product reviews on blogs. The brand Lush have always been very passionate about natural organic things with all their products handmade and full of natural ingredients, because of this it made me think about expanding the brand to open a juice/smoothie bar with all freshly made drinks. The interior will be similar to the store keeping everything as environmentally friendly as they can with recycled cardboard for cups and POS etc.
On evaluation of this idea I think I could do so many things to make it innovative and the design aspects opens so many opportunites.
The next stage is to further research into the brand and to see what similar services are out there at the minute.
FM3022- Final Promotional Campaign
We received the brief on Mon 21st and went through all the details to make us understand what we needed to do. Originally when I submitted my proposal with my PDP project my idea was to launched the Irish drinks brand West Coast Cooler into the English Market. From discussing the 5ITs in class about that idea I had a re-think as I didn't want to produce just another run of the mill campaign. I want it to stand out and get me the best mark possible. On further reflection I researched broadly into what is happening in the marketing world and just the world in general to try and spark and new more innovative idea. From this time of year I came across a lot about healthy living, exercise etc so considered stemming something from that craze.
The idea came to me when I was looking at product reviews on blogs. The brand Lush have always been very passionate about natural organic things with all their products handmade and full of natural ingredients, because of this it made me think about expanding the brand to open a juice/smoothie bar with all freshly made drinks. The interior will be similar to the store keeping everything as environmentally friendly as they can with recycled cardboard for cups and POS etc.
On evaluation of this idea I think I could do so many things to make it innovative and the design aspects opens so many opportunites.
The next stage is to further research into the brand and to see what similar services are out there at the minute.
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