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Transcript of Brand Beyond
Product Launch Timing: September 30 , 2014
Eid Al Adha
is on October 4, 2014
During the holiday, tourists arrive from surrounding GCC and Levant countries
Residents and tourists will be under pressure to buy gifts for family and friends
70 % of UAE consumers admitted to spending more when they shopped while feeling stress (
More people will go to the cinema because blockbuster films are generally released during Eid (
Motivate Val Morgan, 2012
UAE Residents will be traveling for the break
79% buy items at the airport (
MasterCard Survey, 2012
26% purchase fragrances
20% buy magazines leading to more ad exposure
Case- in-point: Tom Ford launch was a major hit in the UAE,
and launched on Nov. 23, three days before Eid Al Adha.
YouTube Marketing Campaign
"Move on your own terms"
Attitude meets Energy
Emphasizes speed & adrenaline
Irreverent, trendy, urban
Key in targeting tourists
Banners near roads, hotels, malls
Previous success by competitors. Ideal way to reach our target customers (e.g., OK!, Alpha magazines)
On-board flight magazines
High TV viewership in UAE. Average 2~3 hours per day for Arabs, Emiratis & Expats, (Tview, 2013)
Primary recreational activities for locals with 13M viewerships annually (Italia Film, 2012)
Ideal way to target students
Relatively lower audiences
Arabic & English complexity
Conversion rate no effective but high local & national coverage
Unique Sampling Strategies
A short term sale space
Unexplored sales technique in the UAE
A case study by StoreFront Website found that pop-up stores are successful in the US and the UK
Spritzers will be on-staff fragrance advisers that can entice consumers to buy product based on their expertise.
Pamela Vaile, an experienced fragrance marketer, recommends advisers instead of sampling models as spritzers
(New York Times, 2011)
Energy | the Red Color | the Red Line
$45 per bottle optimizes the revenue without compromising the Hugo Boss brand equity
Decreasing the cost to $35 would undercut the brand image.
$45 corresponds with similar positioned competitors in price and brand message (Eau de Lacoste Rouge, Ferrari Red Power)
Pricing: $45 per 125ml
Target specific audience and specific topic
Low cost (Cost-per-click = $0.04)
Strong brand recognition
Must design advertisement to capture audience attention within 5 sec
Strong P&G Global page with 2.4m likes
Global Hugo Boss page with low views on fragrance videos
No Hugo Boss Arabia page
Use YouTube Homepage Redzone on the first day of launch – specifically for YouTube.ae
Short commercial with interactive links and lead viewers to the YouTube channel or the Facebook page
Boost brand recognition using In-Stream ads
target YouTube viewers match our demographic (male, 18-28)
link with YouTube and Google search data to explore the viewers’ interests. Target these viewers and apply commercials to their videos
advertise before the videos that match the topic of our commercial (energy, fragrance, male, action movies trailer, popular pop songs)
YouTube campaign (cont.)
Cooperate with famous YouTubers:
: sample the fragrance and ask them to make a video to review the product. Commissions per video
courage the YouTubers to direct their viewers to click on the link in the description box to purchase the product. Commissions on per-click or per-purchase basis
viewers who purchase via these YouTube channels. Commissions on per-purchase basis
Boost sales and brand awareness through competition:
Encourage the YouTubers to engage their audience to enter a lottery to win prizes (i.e: free Hugo Boss fragrance and/or free Hugo Boss products)
Social media and Pop-up Stores
is a common concept in the US and the UK, but it is not familiar in the UAE and MENA region.
We propose a concept of connecting pop-up stores with social media.
: Dubai Mall and/or Mall of The Emirates
: short-term, the first 2-3 days of launching
Only market Hugo Energise in this store
Shoppers and customers instore will take pictures, harshtag, post on Instagram, FB, Twitter. The best picture will win a prize (Hugo Boss perfumes or other products)
Hugo Boss Energise sponsored party will invite celebrities, fashionistas, YouTubers and VIP customers. They will spread awareness through their channels
Most followed relevant bloggers: hudabeauty.com, myfashdiary.com, latifaalshamsi.com
@ Dubai Mall
Mall of The Emirates
Tourists and shoppers will come visit the store
Celebrities, fashionistas and VIP customers will attend the Hugo Boss Energise night party
Enter the social media competition
Promote the brand through their channels
Strong focus on branding
Static form: large banner ad or short commercial
Interactive: commercial that encourages viewers to click for more information
High views, heavy traffic
Types of YouTube Ads
YouTube Homepage Redzone
Current Status of P&G Social Media
YouTube True View In-Stream
A high % of consumers spend time in malls. In-store sampling will drive their purchase of our fragrance.
Internet sampling in the UAE is not as effective as residents must have mail shipped to a PO Box, which is not always near residence.
Improves brand image, which is critical in a culture of luxury shopping. Broad sampling could undermine brand image.
Target concerts by popular artists; majority of attendees will be energetic, young people
Although the number of customers reached is lower, awareness can spread by word of mouth
UAE Consumers Facts
Pop Up Stores
Strong tradition for fragrances for both genders; used on a daily basis
Popular activities: Internet (88%)
(Booz & Co, 2011)
Malls and cinemas are also favorite pastime (13.4 mn cinema tickets were sold in the UAE per annum)
Italia Film, 2012
Other Social Media Marketing
Viral Memes, e.g. Harlem Shakes
Spread & Promote
Short Video of Hugo Boss Energise
79% set to travel for leisure -> shopping in the airports
Over 2.4 mn male residents between 18-28 in the UAE
Large and growing demographic group
Individualism and unconventionality are rising concepts among UAE youths
Hugo Boss Energise empowers young people to stand out and take risks
Many tourists buy premium fragrances in the UAE, from both traditional Arabic fragrance houses and from the international brands
72% of Instagram users in the UAE are men
6 out of 10 most followed brands on Instagram are fashion retail (Nitrogram)
363k active users in the UAE
2.5mln tweets a day (stats.ae)
Fastest growing app: 403% growth from 2013 Q1 to Q3 (statista.com)
Brand Manager Challenge
No regional channel, only global channel
No P&G Arabia, instead has separate brand’s channel (Ariel Arabia, Downy Arabia)
47% spend 11-30% of income on shopping
66% intend to spend as much as in previous months (
Popular fragrance shopping destinations: Dubai Mall, Mall of The Emirates, Faces, Areej, Paris Gallery
Dubai: in 2013, more than 10 million visitors
(The National, 2013
Abu Dhabi: the world’s fourth fastest growing destination for international visitors (
63% of GCC youths want to participate in decision making at the local level.
65% are interested in entrepreneurship.
(Booz & Co, 2011)
Types of YouTube Ads
"79% of UAE Residents Planning Leisure Travel: MasterCard Survey." MasterCard Press Releases. MasterCard, 19 Dec 2012. Web. 3 Mar 2014. <http://newsroom.mastercard.com/asia-pacific/press-releases/79-of-uae-residents-planning-leisure-travel-mastercard-survey/>.
Al Munajjed, Mona, Karim Sabbagh, and Ideation Center Insight. "Youth in GCC Countries: Meeting the Challenge." Abu Dhabi: Booz & Company, Ltd (2011).
"De-Stress and spend less." souqalmal.com. N.p., n.d. Web. 3 Mar 2014. <http://www.souqalmal.com/blog/uae/de-stress-and-spend-less/>.
Duncan, Jillian. "Dubai welcomed record-breaking 10 million tourists last year." National [Abu Dhabi] 07 Mar 2013, n. pag. Web. 3 Mar. 2014. <http://www.thenational.ae/business/industry-insights/tourism/dubai-welcomed-record-breaking-10-million-tourists-last-year>.
"Gender on Instagram: Infographic." The Instagram Marketing Blog. Nitrogram, 14 Jan 2014. Web. 3 Mar. 2014. <http://nitrogr.am/blog/gender-instagram-infographic/>.
Richter, Felix. "Vine is the Fastest-Growing App in the World." Statista. 21 Oct 2013: n. page. Print. <http://www.statista.com/chart/1553/fastest-growing-apps-worldwide/>.
Saint Loius, Catherine. "Fragrance Spritzers Hold Their Fire." New York Times 15 April 2011, n. pag. Web. 3 Mar. 2014. <http://www.nytimes.com/2011/04/17/fashion/17Fragrance.html?pagewanted=all>.
“The demographic Profile of the United Arab Emirates." Economic and Social Commission for Western Asia. United Nations, n.d. Web. 3 Mar 2014. <http://www.escwa.un.org/popin/members/uae.pdf>.
tview. Emirates Media Measurement Company. 13 May 2013: n. page. Print. <http://tview.ae/submenu.php?sub_id=32&menu_id=10>.
"Twitter Statistics for UAE." stats.ae. fisheye analytics, 10 Jul 2013. Web. 3 Mar 2014. <http://www.stats.ae/UAE-Twitter-Stats>.
"UAE film fans spend $140m at the cinemas." Motivate Val Morgan. 2012: n. page. Print. <http://www.motivatevalmorgan.com/about-us/news/uae-film-fans-spend-140m-at-the-cinemas/>.