giorgio fedon 1919 marcom
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Giorgio fedon 1919 Marketing Commincation All data from public. Just for acedmic proposeTRANSCRIPT
GIORGIO
• How they do advertisements in 2012 and 2013• How they try to save cost in advertisement and do fan interaction
FEDON1919
Prepared by Charlotte Lee2013 Sep
Marcom 2013 Review
AdvertisementStrategy Product Ads Brand Ads
Strength • varies of products to public • test market response
• simply and single image• establish Star products
Weakness • inconsistent message conveys• Not in “Top of Mind”
• high risk if getting noise on brand - 1 and 0 game
Comment This strategy always adopt by Developed brand because they try to blur their “mother brand” image + more product range
This strategy adopt by New brand because they focus on the target group & consumer insight at beginning
How they do – RoadpathStage 1- emphasis Brand Image
& Position- many advertorial ads
Stage 2- Personality add in brand
image e.g. humor, gadget, funny as target group
Stage 3- celerity adorer: clear &
local image tell publicity what MEN & image
How they do - RoadpathStage 4- emphasis product with
consistent image- advertorial ads again
Stage 5- Facebook, Fan - brand awareness
Stage 6- Brand upgrade I as luxury & fashion
Stage 7 – WHAT THEIR NEXT?!- Oct/Nov : Brand upgrade II- Dec: X’mas sales boost
How clever in their media strategy
Normally, brand media strategy will be adopt in step 1, 2, 3 because of the cost.
GF had cleverly adopted step 3 editorial (contextual text ads) – to assist media in step 2 & 1 (Facebook + magazine)
Step 1:
Step 2:
Step 3:
Media they use
Objectives they want to do 2013
How clever in their media strategy
Create the behavior change • fan interaction• lucky draw
To build brand emotionally and create brand awareness and recall
How they use media: Print + DigitalMEN’S UNO JMEN/ ESQUIREMR
Early: UNO misplace GPIn too mature image
Now: GF main use this magazine because of their artist – “watch styling” sections – Lower Cost
MR is good at “creative” them photo shooting. Post GF in “humor”
Both mags are good in photo shooting & advertorial ads
GF use advertorial ads because of high $ and use MR in photo shooting
How they use mediaMILK Jet
• Young fashion-thirstier• Use Milk to do “REACH”
client• Advertorial ads because of
cheaper ads
• same as MILK • gossip book• “low” image• but, high
circulation• use for event in
Valentine days
WEBSITE FACEBOOK
• New Product Launch• Event Launch• Fans & Brand Interaction
• New Product Launch• New Line Launch
How they use media: Print + Digital
What we learn from
• Clear & Unique Message conveys to customers “ Inspired by Italian Passion” – sporty, modern, gadget• Separate ATL, TTL, BTL functions to brands• Effectiveness of Advertorial ads for cost-saving e.g. multi-use for Facebook, YouTube, website• Brand Ads is more impressive than Product Ads at beginning
How we do?
Step 1: Brand Position (our unique selling points)
Step 2: Identify Target GroupStep 3: Evaluate Market Share
Step 4: How to communicate with target groupStep 5: Media Proposal + Action Plan
Objective of 2014 Marcom project
THANK YOU
Prepared by Charlotte Lee2013 Sep