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Giorgio fedon 1919 Marcom
- 1. GIORGIO FEDON 1919 • How they do advertisements in 2012 and 2013 • How they try to save cost in advertisement and do fan interaction Prepared by Charlotte Lee 2013 Sep
- 2. Marcom 2013 Review Advertisement Strategy 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
- 3. How they do – Roadpath Stage 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
- 4. How they do - Roadpath Stage 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
- 5. How clever in their media strategy Media they use Step 1: Normally, brand media strategy will be adopt in step 1, 2, 3 because of the cost. Step 2: Objectives they want to do 2013 Step 3: GF had cleverly adopted step 3 editorial (contextual text ads) – to assist media in step 2 & 1 (Facebook + magazine)
- 6. How clever in their media strategy Create the behavior change • fan interaction • lucky draw To build brand emotionally and create brand awareness and recall
- 7. How MEN’S UNO they use media: Print + Digital MR MR is good at “creative” them photo shooting. Post GF in “humor” Early: UNO misplace GP In too mature image Now: GF main use this magazine because of their artist – “watch styling” sections – Lower Cost JMEN/ ESQUIRE Both mags are good in photo shooting & advertorial ads GF use advertorial ads because of high $ and use MR in photo shooting
- 8. How MILK • Young fashion-thirstier • Use Milk to do “REACH” client • Advertorial ads because of cheaper ads they use media Jet • same as MILK • gossip book • “low” image • but, high circulation • use for event in Valentine days
- 9. How WEBSITE • New Product Launch • New Line Launch they use media: Print + Digital FACEBOOK • New Product Launch • Event Launch • Fans & Brand Interaction
- 10. 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
- 11. How we do? Step 1: Brand Position (our unique selling points) Step 2: Identify Target Group Step 3: Evaluate Market Share Step 4: How to communicate with target group Step 5: Media Proposal + Action Plan Objective of 2014 Marcom project
- 12. THANK YOU Prepared by Charlotte Lee 2013 Sep