MKTG 311 Marketing Group Presentation

Pure Bloom

• Australian brand which offers teen girls natural skincare and cosmetics products, in-store services and education on proper skin care.

• 360-degree approach to teen girl skincare.

• Most companies focus on teen acne, whereas we cater to all skin types.

• Pure Bloom = great skincare.

• Nurture their skin through great products and services.

• Educate teen girls on making the best choices for their skin.

Customers

• In 2015 -> Australian beauty sector = $4.98 billion dollars, $7.76 billion by late 2020 (Mordorintelligence.com, 2017).

• Australian teens = significant portion of sector.

• In 2016 -> significant growth in natural product purchases (Euromonitor.com, 2017).

• Social media has kept teens informed about organic, cruelty-free and environmentally friendly products.

Why we sell and use organic products:

• Mothers are concerned about negative impacts of chemicals.
• Parabens, triclosan, phthalates and oxybenzone can disrupt hormones = impact on reproductive health in girls (Australian Spinal Research Foundation, 2017).

Why we educate:

• Too much information on internet, can be hard to navigate.

• The trends directly relate to our target market.

• Our primary target market will be Australian girls aged 12-18 who are interested in great skincare.

• The secondary target market will be Australian mothers of 12-18 year old girls who are involved in their daughter’s skin care decisions.

Competitors

• Similarly positioned as natural, cruelty-free and eco-friendly.

• Aimed at both young males and females.

• Strengths: large market share (owned by Loreal), high brand loyalty.

• Weaknesses: price, weak advertising

• Also positioned as natural, cruelty-free and eco-friendly.

• Targets young ladies and women up until age 45 with a healthy lifestyle.

• Strengths: Has minimal or no packaging policy, instore experience (colourful), strong philanthropy.

• Weaknesses: Smaller market share (niche), price, some products need to be refrigerated (not long-lasting).

• Positioned based on offering "kind to skin" residue-free products.

• Aimed mainly at teens and the 20's crowd.

• Strengths: price, sells in pharmacies (more reach), strong advertising that appeals to youth (celebrity endorsement).

• Weaknesses: Anti-aging products not suitable for target market, not natural.

Brand Mantra

Nurture, Youth, Beauty

Emotional Modifier - Nurture

• Through our products, offering of services and the brand community we facilitate
• This is also reminding us of our point of differentiation- we care and go beyond the sole transaction

Descriptive Modifier - Youth

We are catering specifically for the youth, aged between 12-18 years

Function Modifier - Beauty

We offer beauty products

POP & POD

POINTS OF PARITY

• Anti- Animal Testing
• Environmentally Sustainable
• Organic Products
• Makeup available for all skin shades
• Online Shopping Available
• Makeup Artists in Stores
• Dermatologist Tested
• Samples Provided

POINTS OF DIFFERENTIATION

• Specifically targeting and catering for girls aged between 12-18
• Aestheticians working at stores, providing skincare advice and consultation services
• Skincare & cosmetics
• Educational workshops offered/ information with every purchase
• Membership and Profile for every customer

POP & POD

POINTS OF PARITY

• Anti- Animal Testing
• Environmentally Sustainable
• Organic Products
• Makeup available for all skin shades
• Online Shopping Available
• Support Various Charities - OneGirl, Sister Works and Future Projects
• Makeup Artists in Stores
• Dermatologist Tested

POINTS OF DIFFERENTIATION

• Specifically targeting and catering for girls aged between 12-18
• Aestheticians working at stores, providing skincare advice and consultation services
• Skincare & cosmetics
• Educational workshops offered/ information with every purchase
• Membership and Profile for every customer

Color: Pink

Empower, Playful, Sweet, Cute, Feminine, Innocent

Symbol:

Flower

Font: Heuristica

Elegenat

Upper case letters

Slogan: Cares about customer's skin and care about them making healthy habits to look after their skin

Our website:

www.purebloomskincareandcosmetic.com

What is Brand Resonance?

• This describes the nature of this relationship and the extent to which customers feel that they are in sync with the brand

• It is the depth of the psychological bond customers have with a brand

• The level of activity from loyalty such as repeat purchases

What is a Brand Associations Map?

• Brand associations definition: “anything linked in memory to a brand” (Keller, 1993, pg 2.)

• These maps provides managers with a very clear, consumer driven, strategic view of the associations their brand has, and how those associations may or may not be serving to differentiate their brand (Till, Baack and Waterman, 2011).

• It serves as an excellent diagnostic as to the overall health of a brand and can provide insight for better understanding strategic reasons why a particular brand may be under performing against expectations (Till, Baack and Waterman, 2011).

What products/brands do you think of first, from skincare to makeup?

Competitors

Dermalogica

Products

Beauty

Related Concepts

Serums

Face Masks

Brand Attributes

Dove

Toner

Cleanser

The Body Shop

Pure Bloom

Inclusion

Moisturiser

Affordable

Care

Blooming

Neutrogena

Community

Foundation

Sisterhood

Lush

Primer

Clearasil

CBBE Pyramid

Resonance

• Loyalty
• Attachment
• Community
• Engagement

Judgments

Feelings

• Quality
• Credibility
• Organic
• Trust

• Warmth
• Cared for
• Excitement
• Social approval
• Self-respect

Imagery

Performance

• For youthful and radiant skin
• Trustworthy image
• Affordable quality
• Trending ambassadors towards age group

• High level of products and services
• Affordable
• Reliable products for growth
• Branding colours are consistent

Salience

Skincare and make up products catered for young adults as they grow

Ultimate Customer-Brand Relationship

Sense of Community

• Strong sense of sisterhood through online communities (facebook and instagram)
• Sharing photos via instagram using #Blooming, where Pure Bloom can repost customers pictures
• Accessible and welcoming

Active Engagement

• Word of mouth
• Willingness to recommend to friends and family, where they can see #Blooming posts online

Behavioural Loyalty

• Repeat purchases through customers buying specific skincare range
• How often: always willing to try new products

Attitudinal Attachment

• Customers' feel attached to brand as they are cared for by staff
• They feel fresh, radiant and youthful when using our products or after services

#blooming

Live-sampling

- communicate with customers

- point of purchase

- reducing ambiguity

Secondary Brand Associations

Country of Origin - Japan

• Our products will be made in Japan
• Known to have excellent skin products and a high standard of skin care
• Leading skin care brands which are sold in the Australian Market
• This expertise will establish reliability and trust
• It’s evident to consumers (even the mothers shopping with their daughters) our skin care products will be of high quality

Secondary Brand Associations (Cont.)

Other Brands- Co Branding with SHOWPO

• Aloe - Vera Face Mask
• Online clothing brand with a very active presence on social media - 1.2M Instagram Followers
• Similar pricing, sells accessories/beauty and same consumer demographic
• We offer them a quality cosmetic brand on their website, reaching their audience well
• They also donate to the same charity as us- Project Futures
• We are co-branding with a well known brand- accelerating our potential adoption
• Will Increase Brand Equity
• Enjoying the advantage- SHOWPO is very well known, 7 years old and delivers internationally!

Secondary Brand Associations (Cont.)

Spokespersons- Zendaya and Influential Beauty Vloggers

• Has a wholesome image and is considered a role model
• Collaborations with her and ‘Zendaya’s Picks’
• Active presence on social media- 42M Instagram Followers
• Fits our consumer demographic, very relatable
• Well known amongst our consumer demographics

• Our Youtube Vloggers are reliable as they are known to have a wealth of experience with cosmetic products
• Pure Bloom becomes very trusted
• Positive WOM contributes positively to brand equity

Secondary Brand Associations (Cont.)

• Nickelodeon Awards
• IMATS- associates our skin care brand with others of high caliber and recognition
• Sydney Royal Easter Show- heavy brand awareness and an opportunity for current and future consumers to trial our products ( Included with other brands such as SHOWPO and The Body Shop)
• Movie Premieres- sponsor these events, heavy media coverage and photos, fitting for our consumer demographic

Secondary Brand Associations (Cont.)

Third Party Sources

• PETA - People for the Ethical Treatment of Animals
• Enforces our cruelty free stance
• Assures consumers they’re buying into a caring, wholesome brand
• PETA is internationally recognized and is associated with other well known brands and high profile celebrities

Opportunities for Line Extension

Body Soap Bars and Body Moisturizers

• Consistent with our SkinCare focus

• This body skin care will also be targeted to our secondary audience

• Gift packs or sets available (For daughters to buy for their mothers)

Reference List

• Australian Communications and Media Authority. (2017). Aussie Kids and Teens Online. [Online] Available at: http://www.acma.gov.au/theACMA/engage-blogs/engage-blogs/Research-snapshots/Aussie-teens-and-kids-online [Accessed 25 May. 2017]
• Australian Spinal Research Foundation. (2017). Chemicals In Cosmetics Disrupt Endocrine Levels In Teens - Australian Spinal Research Foundation. [online] Available at: https://spinalresearch.com.au/chemicals-cosmetics-disrupt-endocrine-levels-teens/ [Accessed 1 Jun. 2017].
• Euromonitor.com. (2017). Beauty and Personal Care in Australia. [online] Available at: http://www.euromonitor.com/beauty-and-personal-care-in-australia/report [Accessed 1 Jun. 2017].
• Keller, K.L. (1993), Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, Vol. 57, No. 1, pp. 1-28.
• Mordorintelligence.com. (2017). Australia Cosmetics Products Market | Australia Cosmetics Products Market: Analysis, Trends, Forecast, Overview, Research, Opportunity, Growth and Potential.. [online] Available at: https://www.mordorintelligence.com/industry-reports/australia-cosmetics-products-market-industry [Accessed 1 Jun. 2017].
• Till, B.D., Baack, D. and Waterman, B. (2011). Strategic brand association maps: developing brand insight. Journal of Product & Brand Management, Vol. 20, No.2, pp.92-100.