After the tutorial on Thursday regarding the introduction I had to change a few grammatical errors and add in a few sentences but overall Steve was happy with it. I sorted out my Contents List, instead of going by the general marketing report guidelines I change around some of the titles to make the report a more interesting read instead of completely structured. I will still be covering all the required aspects but not under the same headings. (Mainly just for the market segment)
Now that the introduction is done I went back to thinking about the promotional aspects I am going to use to really sell my new product. The promotion ideas really work alongside the report so I need to get my ideas solid before tackling the 6Ps.
I want to keep my promotion as Eco-friendly as I can to fit in with the Lush brand ethos. Through research I think the pop-up should resemble a very natural looking environment. The structure will be made out of reclaimed wood with a lot of natural produce about to really emphasis the ingredients in the products. Maybe in a treehouse style? Very open plan to make it approachable.
Another idea I had was to do a similar idea to the eco-friendly swingtags levi's did a few years back, where customers could plant their swingtag to grow a tree. For my juice bar I thought it would be a nice way to get children involved since the pop-up will be at family friendly festivals. Either the cupholder or a compartment at the bottom of the cup will have seeds in it so they could grow their own apple tree after they have finished their drink. Good for the environment and giving children the incentive to want one.
It will be accompanied by a illustrated book of instructions showing how to look after the tree etc.
In Mondays tutorial Louise gave me the good idea of making a flipbook to accompany it, its a nice form of promotion and I feel would work well with the overall style of my promotion. If I make illustrations for the flipbook those graphics could be the basis of the rest of the promotion.
For next week I am going to get all my promotional ideas set in stone and start working on a few designs. On reflection I want to have a good start on my promotion to show at my interim crit (11th March) so I can get the best feedback possible.
Tuesday, 26 February 2013
Tuesday, 19 February 2013
Week 5- The Customer
This week I have collected more research about organic products and sustainable methods different brands have took to reduce their carbon footprint. I have decided to put the campaigns Lush are involved with on the back burner and focus primarily on these two aspects as I feel they will be more beneficial when it comes to promoting my idea. Campaigns Lush have promoted in the past can be a bit overwhelming and off putting for customers whereas I want to promote my idea in a fun welcoming way.
The main thing I got finalised this week was the target customer of the Lush Juice bar. 16-35 age range, 70% female/30% male, AB primary and C1C2 secondary.
To make it clear I have included a detailed customer profile of a typical primary customer. I had this checked in a tutorial with Steve to clarify I am targeting the right audience.
As mentioned in my last post the introduction checks are this Thurs so I began writing my report. I went back through my research folder picking out the relevant quotes to make the introduction as interesting and informative as possible. The key points I wanted to get across are how health and convenience are an ongoing trend and how organic is set to make a turn around in 2014.
On reflection of this week I feel I am set to continue with the writing of the report although I will wait to see if my introduction is right before I continue with the rest. In the meantime I will research more into the promotion I am thinking of using to promote my idea.
The main thing I got finalised this week was the target customer of the Lush Juice bar. 16-35 age range, 70% female/30% male, AB primary and C1C2 secondary.
To make it clear I have included a detailed customer profile of a typical primary customer. I had this checked in a tutorial with Steve to clarify I am targeting the right audience.
As mentioned in my last post the introduction checks are this Thurs so I began writing my report. I went back through my research folder picking out the relevant quotes to make the introduction as interesting and informative as possible. The key points I wanted to get across are how health and convenience are an ongoing trend and how organic is set to make a turn around in 2014.
On reflection of this week I feel I am set to continue with the writing of the report although I will wait to see if my introduction is right before I continue with the rest. In the meantime I will research more into the promotion I am thinking of using to promote my idea.
Wednesday, 13 February 2013
Week 4- Animal testing or Organic?
Last week I decided I needed to further my primary research so I conducted a questionnaire and sent it out via different digital means to get a variety of different age ranges. I sent it out via email to the older population and through facebook and twitter to get the younger customer, which I feel will be the target customer for my product but the results in the questionnaire will make this more clear. I asked a variety of different questions about the Lush brand, thoughts on organic products and if they feel there is room in the market for my idea.
To get as many responses as possible I will repost several times before calculating my findings.
I revisited Mintel to get a better idea of my customer as that is what we were discussing in class. I looked at reports surrounding Organic produce and Healthy lifestyles. This made me come to the conclusion that the customer I am targeting will be under 35, both male and female but main interest lying with female. AB socio-economic, living in an urban environment outside the city. They would have a healthy lifestyle and diet. They care about the environment and try their best to do right by it, even if it is just recycling their old products packaging. They take care in their appearance and what they put on their skin. Are vegetarian or have an interest in vegetarian cooking. This is primarily the core customer but with a product like a juice bar the customer appeal is quite vast as in terms of just the organic aspect there are loads of reasons why people buy into it e.g. its fashionable to purchase organic products.
I had a tutorial with Steve to try and get my research in order as I felt I had loads but needed direction into narrowing it down to fit my campaign. We discussed breaking it down focusing on pro's and con's of each aspect. The main contenders where the animal testing campaign that Lush already do a lot of back for and Organic products.
From carrying this out I feel the organic route fits best especially since Mintel state that consumer behaviour towards buying Organic products is meant to make a big return in 2014 so it makes my campaign have grounds to stand on.
On reflection from what I have done last week I feel I have carried out the right type of research and now have it organised with the vital parts noted to make it easier when it comes to writing my marketing report.
Since next thurs is the introduction and contents checks I am going to start writing my report this week.
To get as many responses as possible I will repost several times before calculating my findings.
I revisited Mintel to get a better idea of my customer as that is what we were discussing in class. I looked at reports surrounding Organic produce and Healthy lifestyles. This made me come to the conclusion that the customer I am targeting will be under 35, both male and female but main interest lying with female. AB socio-economic, living in an urban environment outside the city. They would have a healthy lifestyle and diet. They care about the environment and try their best to do right by it, even if it is just recycling their old products packaging. They take care in their appearance and what they put on their skin. Are vegetarian or have an interest in vegetarian cooking. This is primarily the core customer but with a product like a juice bar the customer appeal is quite vast as in terms of just the organic aspect there are loads of reasons why people buy into it e.g. its fashionable to purchase organic products.
I had a tutorial with Steve to try and get my research in order as I felt I had loads but needed direction into narrowing it down to fit my campaign. We discussed breaking it down focusing on pro's and con's of each aspect. The main contenders where the animal testing campaign that Lush already do a lot of back for and Organic products.
From carrying this out I feel the organic route fits best especially since Mintel state that consumer behaviour towards buying Organic products is meant to make a big return in 2014 so it makes my campaign have grounds to stand on.
On reflection from what I have done last week I feel I have carried out the right type of research and now have it organised with the vital parts noted to make it easier when it comes to writing my marketing report.
Since next thurs is the introduction and contents checks I am going to start writing my report this week.
Wednesday, 6 February 2013
Week 3- Continued Research
From last week I have continued with my research to try and narrow down exactly what my idea is going to be. We had proposal submission tutorials to help make my idea clear. From discussion with Louise and Paz we felt that it is best that my idea is launched outside the existing stores as the scent present could inflict people purchasing the product.
My original plan for this week was to go to the Liverpool Store/Spa but situations didn't allow me to carry that out, I went to the store in Preston instead.
I decided last week I needed to branch out my research into more primary research to really show the need for this new product launch by Lush. I went instore to the Preston Lush store and the staff where very helpful. I asked one of the younger staff members Heather a few question about the store, brand and her thoughts on this new addition to the brand. Overall I got some good quotes to back up my reasoning. The main point I took away from the interview was she made me aware of Lushfest, a festival that happens every year in Poole. From researching into it it made me think that launching the juice bars at festivals is a fitting idea as I could definitely see it as another addition at Lushfest. They currently have outside companies come in with different healthy food options so if the brand had their own drink products on sale it would benefit the brand.
On reflection of this week I still need to get more primary research so I am going to conduct a questionnaire aimed at the age group the juice bars will be aimed at to find out their interest in the product, finish up my proposal and get it checked before sent on to Tracey and continue with my research.
Evaluation of the week: I feel I am at the right stage of research for the timescale of the project as I feel what I am finding is still really relevant. I think I will start writing in the next week even if it is just my introduction.
My original plan for this week was to go to the Liverpool Store/Spa but situations didn't allow me to carry that out, I went to the store in Preston instead.
I decided last week I needed to branch out my research into more primary research to really show the need for this new product launch by Lush. I went instore to the Preston Lush store and the staff where very helpful. I asked one of the younger staff members Heather a few question about the store, brand and her thoughts on this new addition to the brand. Overall I got some good quotes to back up my reasoning. The main point I took away from the interview was she made me aware of Lushfest, a festival that happens every year in Poole. From researching into it it made me think that launching the juice bars at festivals is a fitting idea as I could definitely see it as another addition at Lushfest. They currently have outside companies come in with different healthy food options so if the brand had their own drink products on sale it would benefit the brand.
On reflection of this week I still need to get more primary research so I am going to conduct a questionnaire aimed at the age group the juice bars will be aimed at to find out their interest in the product, finish up my proposal and get it checked before sent on to Tracey and continue with my research.
Evaluation of the week: I feel I am at the right stage of research for the timescale of the project as I feel what I am finding is still really relevant. I think I will start writing in the next week even if it is just my introduction.
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