Pinpoint Media is a young and inspired media planning agency that consists of imaginative professionals. We combine the personal touch of a small agency with a unique blend of research, creativity, and innovation to bring our clients the insights they need for achieving their marketing goals. We work diligently to highlight our client’s strengths and capitalize on opportunities. In today’s crazy world, we help clients pinpoint exactly what they need to expand to new heights.

2

about us

With a mission to create perfectly fitting men’s and women’s jeans infused with Mediterranean flair, contemporary styles, and spirit, Mavi began delivering their high quality denim in 1991. Although headquartered in Istanbul, Turkey, Mavi has flagship stores in New York, Vancouver, Istanbul, Berlin, Frankfurt, and Düsseldorf. Within an extremely competitive category, Mavi has been able to carve out a niche and obtain a significant segment of the women’s jean market specifically. Mavi has a commitment to every detail and takes pride in the fact that they can offer the most flattering and fashion forward washes that are well worth their price. In addition to its premium cost and enhanced quality, Mavi has been able to add value to its women’s jeans brand by positioning itself as a “favorite” among celebrities around the world.

Although the company enjoys strong brand awareness internationally, Mavi does not acquire this same recognition in the US. It’s advertising has recently dropped to nearly zero but has maintained a strong digital presence in the past. Mavi Jeans is looking to create brand awareness throughout the United States in the very saturated category of women’s jeans. PinPoint Media plans to help Mavi Jeans make a statement in the United States.Our campaign aims to capture the Elegant Enthusiasts who want to look their best in their jeans during their busy lives. These consumers are women ages 25-44 who have bought designer jeans in the past year. These women enjoy shopping and are on top of the latest fashion trends. Elegant Enthusiasts live life large and are not afraid to treat themselves. They are constantly connected to the online world and value sharing their experiences with friends.

We plan on reaching our target audience through multiple mediums including magazines, paid social media, as well as general and targeted websites for a national brand awareness campaign. Additionally, we will capitalize on pre-roll videos and out of home advertising in spot markets in large coastal cities. Several of our strategies will include brand integrations, such as a gala, pop-up stores, and a social media giveaway. PinPoint Media will also focus on Mavi’s website and social media sites to connect with our target audience. Our one campaign aims for a minimum average frequency of 3.8 and a reach of 70, resulting in a low of 266 GRPs and a high of 280 GRPs during our heavy-ups. We believe that this campaign will increase Mavi’s brand awareness and sales among our target audience.

3

executive summary

Situation Analysis

Denim has always been an iconic American style garment. It fell into a rut following the 2010 takeover of the “boring” skinny jean and felt pressure from the rise of “Athleisure” in women’s fashion. However, the market was quick to bounce back, and denim popularity is still on the rise both globally and in the US. “Athleisure” is the favorite attire for lounging around the house. According to Lifestyle Monitor, jeans are the most popular garments in the United States for work, running errands, and going out to dinner. Specifically, premium denim accounts for about 26% of the overall jeans market and has the highest market potential according to a Market Analysis and Forecast on Technavio. Many premium denim brands have also invested significantly in their online presence as 24% of their overall sales come from online purchases . The market share of premium denim is being spread out as more brands enter the category. This proliferation of premium denim is making it harder for individual brands to stand out. NPD group’s chief industry analyst, Marshal Cohen says that recent sales data regarding denim “tells a tale of a market that’s battling saturation at the high end and heavy promotions throughout the business.”

According to Sourcing Journal Online, the global denim jeans market was valued at $58 billion in 2014 and jean sales were $13.1 billion last year. Women’s jeans sales made up 8,550,000 of that 13.1 billion, according to Mavi’s 2015 sales data, proving that denim is a versatile fashion item that is not going any where especially for the female population. Style trends may impact its growth slightly, but fashion designers have changed consumers’ perception of denim as we see a shift towards frayed edges, patchwork, and new silhouettes. To stay consistent with these trends, more and more people are investing in durable and authentic denim. Jeans can adapt with the times, which is why the category registered a Compound Annual Growth Rate of 1% over the forecast period based on 2016 prices. Another survey from Statista reported that “fit, comfort, and looking good” are the 3 most important factors influencing consumers’ jeans purchases, followed by “price, durability, and quality.” A Monitor study also found that consumers are most likely to purchase multifunctional jeans in the coming year.

Denim’s epic comeback is visible among the millennial set. Between 2015 and 2016, millennials increased their denim spend by 2% according to a survey conducted by The NPD group. Additionally, the firm reported that millennials account for 28% of all jeans sales. Denim can be dressed up or down but always looks good. Since Cotton Lifestyle Monitor reported appearance is a large priority for 59% of young shoppers, the future for women’s jeans in the United States looks very, very bright.

5

brand analysisOverview of Women’s Jeans Category

6

brand analysisOverview of Mavi’s Brand

Mavi began designing, producing, and selling what they consider to be the “highest quality, on-trend denim at the best prices” in 1991 in Istanbul, Turkey. The brand sits on the higher end of the women’s jeans spectrum, with products ranging from $58.00 on sale to new arrivals priced at $148.00. In addition to having higher prices and quality, Mavi has been able to add value to its women’s jeans brand by positioning itself as a “favorite” among celebrities around the world. This list of celebrities includes Jessica Alba, Amanda Seyfried, Adriana Lima, Fergie, Hillary Duff, Lady Gaga, Kate Winslet, Hayden Panettiere, Avril Lavigne and many others. This strategy has proven to be extremely successful recently. Adriana Lima’s recent marketing campaign with Mavi has skyrocketed Mavi’s international brand sales by as much as 50% and increased brand awareness by 60%. This is very promising for Mavi’s upcoming national campaign.

Although Mavi is sold at over 4,000 stores in over 50 countries, it makes up only .67% of women’s jeans sales in the U.S, according to recent data. Due to the industry’s promise in the United States, the category is overly crowded; and Mavi has not made any significant efforts to increase their market share thus fair. In 2015, Mavi spent only $11,100 on Women’s Jeans Media Spend specifically, allocating all of its dollars towards Internet display. Despite this, Mavi has obtained a small, niche group of loyal female followers who accept the jeans’ higher price for the company’s well designed, great fitting jeans infused with the brand’s unique spirit.

The private company’s name, “Mavi” is consistent with its Turkish roots as it is the language’s word for “blue”. Turkey, the brand’s country of origin, is one of the leading nations in the denim fabric industry because it is home to some of the highest quality cotton in the world. Mavi also controls its manufacturing process. This is a huge advantage for Mavi women’s denim, as their fashionable consumers expect only the best.

Mavi’s marketing strategy heavily focuses on consumers’ wants and needs. Mavi believes that successful communication must be “cooperative” from the buyer’s perspective and aimed at creating a dialogue with customers. Consumer research has shown that when it comes to women’s jeans the two main concerns are “fit” and “flattering look.” As a result, the brand highlights their denim’s premium quality, style, exceptional fit, and attention to detail. This particular campaign’s key goal is to increase brand awareness by creating a fresh and creative “brand anthem” for the women’s jeans category exclusively that promotes the idea that Mavi gives the consumer a well-

Mavi is in the process of creating a marketing plan that that will accompany its highest media budget to date. With $12.5 million to work with, this campaign will build both national and regional awareness and will also help generate a 20% increase in annual sales in the USA. Where Mavi’s advertising spend has dropped to nearly zero lately, the brand has predominantly had a digital presence in the past and believes it is an important component to Mavi’s communications efforts in the future. Due to this, Mavi expects a minimum of 25% of the budget to go to digital resources. Mavi’s current brand awareness in the U.S. is estimated at 15% nationally. By the end of the first year, the campaign’s brand recognition goal is to grow by 20 percentage points to 35% aided awareness.

7

marketing strategy and objectivesAnalysis of Marketing Strategy

Analysis of Marketing Objectives

Mavi is a high-end brand of denim that’s based in Istanbul, Turkey. Their jeans sport a sexier, Mediterranean-inspired fit that is designed to be well fitting for women. They offer a variety of different cuts to accommodate for different body types and provide a lighter weight and lower rise to create a more comfortable jean for consumers.

Mavi offers a wide variety of jeans for both men and women. For men, Mavi comes in straight, slim leg, skinny, bootcut, and wide leg, while the women’s range offers skinny, super skinny, straight leg, boot cut, slim boyfriend, relaxed boyfriend, and flare. Each of these styles comes in several different colors and ranges in waist size from 23-34 and inseam from 30-36.

Mavi works to create a variety of fits for jeans that work for many different body types. They saw a lot of girls being settling for fits that were unflattering so they set out to create different cuts that suit body types that may have been previously underrepresented. Since Turkey is known for their high quality denim and cotton products, Mavi was able to create a brand that was resilient, comfortable, and 100% cotton.

When looking at designer products, consumers are often willing to pay a premium price because that tells them the product is of a higher quality. By pricing their jeans in the $100-$150 range, Mavi communicates that their brand is both high quality and long lasting. Having a lower price for a designer brand would make consumers perceive it to be lower quality so Mavi makes sure their brand is priced adequately. Mavi engages in vertical integration, which means they control everything from design to production to retail. This allows Mavi to cut down on production costs and more efficiently allocate their resources to creating a superior product.

8

the 4C’s: consumer wants & needs, costs, communication , convenience

Consumer Wants & NeedsTHE MAVI PRODUCT

HOW MAVI MEETS CONSUMER WANTS AND NEEDS

The following cost-breakdown is based on the prices found on the company’s website. Mavi Jeans are relatively average compared to some of its competitors in terms of designer jeans. On their website, Mavi ranges from $60 (on sale) to $150 (new arrival). The cost of switching to competitors, such as Calvin Klein, Cross, and Guess, varies based on the brand, but switching to these competitors is generally cheaper. Cross Jeans ranges from $35 to $75, Calvin Klein ranges from $70 to $100, and Guess products typically range from $60 to $130.

Generally speaking, the cost of time in acquiring Mavi Jeans is low compared to competitors. One of our competitors, Cross, only ship to European countries which excludes consumers in the United States. Through their website, Mavi offers free ground shipping for orders in the continental US, which takes 5-7 business days, or one day shipping for $35. In addition, Mavi’s products are offered through Amazon Prime which means Prime customers can get free 2-day shipping when ordering Mavi Jeans.

As with many other designer brands, the cost of conscience can be pretty high. Although a bigger initial investment usually means saving money in the long run, it can still be difficult to convince consumers to buy jeans that are 2-3 times more expensive than jeans they see in stores. However, these price differences usually come from the brand using higher quality materials or enforcing more ethical labor laws which can often help consumers feel better about their purchase. (Source). Some consumers also prefer higher priced clothing because it makes them think critically about whether or not they really need that particular item which leads to fewer impulse purchases. Spending $100+ on jeans can be a big decision for consumers, but those who see it as a long term investment may be more inclined to spend more now to save more later.

9

COST OF SWITCHING TO COMPETITORS

Cost

COST OF TIME IN ACQUIRING THE PRODUCT

COST OF CONSCIENCE

the 4C’s: consumer wants & needs, costs, communication , convenience

The Mavi website includes a wide variety of content that gives consumers opportunities to learn about the brand. It has a page for the brand’s history, a page with its contact information, as well as information for how and where to purchase Mavi products. It also shows Mavi’s different collections, as well as a detailed fit guide for both men and women. There are several pages dedicated to communicating details about purchasing jeans, which include shipping info, return policies, and a store locator. Links to Mavi’s social media accounts on Facebook, Twitter, Instagram, and Pinterest are included at the bottom of each page. Since Mavi is a designer brand that communicates primarily through images, its social media accounts are mainly pictures of jeans. There is room for improvement with its interactions with consumers through social media, but all of its accounts are well-organized and informative. Mavi’s print advertisements are primarily posted on social media accounts and all of them link back to the company website.

According to Mavi’s website, the brand’s jeans can be found at retailers such as Nordstrom, Nordstrom Rack, Macy’s, Lord & Taylor, and Bloomingdale’s. They are also sold through Amazon and Amazon Prime. Their own Mavi stores are located all around the world in New York, Vancouver, Istanbul, Berlin, Frankfurt, and Düsseldorf. The retailers that carry Mavi have stores across the United States but are more heavily concentrated in coastal regions. In addition, Mavi jeans are sold at many different smaller stores across the country. For consumers who have access to the Internet and these higher end stores, acquiring a pair of Mavi jeans is easy and convenient.

10

Communication

Convenience

the 4C’s: consumer wants & needs, costs, communication , convenience the 4C’s: consumer wants & needs, costs, communication , convenience

Buying designer-labeled clothing is not a novel idea. It has been around since the 19th century. Clothing among consumers has become more about quality and perceived value. According to Business Insider, quality clothing isn’t just about aesthetics—it’s also about the practicality of long-lasting items. A pair of high-quality denim will last longer than multiple pairs of cheaply made jeans. When looking at clothing as an investment, consumers are looking for a return whether it is longevity, “fashion value”, or saving money in the long run. The perceived quality of an item merits a higher price in the minds of consumers. According to the Financial Times, investing in high-end fashion products makes financial sense. According to the Economist, in a study by Sanford Bernstein, luxury goods rose 4% annually between 2012 and 2014.

Besides the utilitarian use of clothing, it has become an expression of class. In addition to status, clothing is also a form of art and an important instrument for personal and cultural expression (The National). Clothing can have an intangible value to consumers who are willing to spend more on quality. Higher prices tend to make consumers believe that a certain brand will be better than clothing that is on sale or at a price that everyone can afford. Clothing also serves as a tool of group association and social status. According to a study done at Talawanda Middle School and Miami University, participants categorized individuals based on dress and assigned the individual to a social status based on clothing style. Not only are younger people recognizing popular brands on others, they are choosing what to wear based on the popularity and initial judgments of others. Clothing is usually a person’s first impression, and it’s becoming increasingly important in a consumerist society.

11

economic & societal trendsClothing as an Investment

Clothing as an Art and Expression of Class

The use of technology for shopping activities is a social trend that has undeniably been increasing in recent years, especially among younger consumers. The increase in amount of smart technology has increased in the past five years with more options for devices than ever before. Consumers are smarter and knowledgeable about how technology works and how to obtain information from it. According to the Pew Research Center, 95% of Americans now own a cellphone of some kind and 77% own smartphones. The younger generations in the United States, known as Millennials and Generation Z, have grown up with technology. They are immersed in the world of social sharing and are using technology to connect with others from around the world. Technology has also taken over businesses through social media, mobile apps and websites. Social media is a major influencer in purchasing decisions and has become the new vehicle for igniting “word-of-mouth.” Most advertisers target younger demographics through social media. According to a study done in Gdańsk University of Technology in 2014, sixty brands across three different industries, including clothing, were analyzed to show that user-generated social media communication had a positive influence on brand equity and brand attitude. Mobile and online advertising is becoming increasingly popular because of tech-savvy consumers.

It It is a growing fashion trend in the United States to wear gym clothes as everyday clothing. According to Forbes, people are on the go now more than ever, which lends itself to wearing more casual clothing both in and out of the workplace. According to the NPD Group, athleisure clothing achieved sales of $43.6 billion in 2015 and continues to increase. Unsurprisingly, this trend has caused the denim category to take a hit. However, even though it seems as if everyone is swapping out their jeans for sweatpants, there is still a large population of American women who remain loyal to denim. According to GQ, although jeans have a experienced a five percent decrease in dollars spent on jeans overall, there has been a two percent increase among millennials (the largest generation in the United States). Although athleisure is becoming more pervasive in U.S. culture, denim remains an American classic that can stand the test of changing fashion times.

12

Consumers are More Tech-savvy

economic & societal trends

Younger People are Wearing More “Athleisure”

Currently, Mavi’s media spend is drastically overshadowed by the monumental ad spend of the women’s jeans category and is reflected in their sales. Mavi lacks diversity in the media they choose to use for their ads by only using internet display advertising. The women’s jeans category is saturated with large established brands, such Calvin Klein, that dominate the national ad space in almost every category. Mavi has laid out a strong web presence by focusing their entire media spend on internet display, which panders to their tech-savvy and trendsetting audience.

13

past media spending

While Mavi Jeans does have an established brand around other areas of the world such as Europe and Asia, and has seen economic success for over 25 years in the women’s jeans category, they have a significant lack of brand awareness throughout the United States. This campaign seeks to increase Mavi’s national share of market and share of voice, while creating a dynamic target audience that it can use to increase sales. However, in the current market, Mavi is in the growth stage of its product life cycle.

Sales of women’s jeans dropped 5.5% to $7.9 billion from $8.3 billion in the 12 months through April, while units were down 8.5% to 305.4 million. That allowed for an upswing in average price, 4% to $25.87. Jean sales are down 6% year-over-year in 2014, according to NPD Group and retailers have taken notice. But sales of jeans in the U.S. fell 6% to $16 billion during the year that ended in June, according to market research firm NPD Group, while sales of yoga pants and other “active wear” climbed 7% to $33.6 billion. 40% of in-stock U.S. women’s wear was new in the last three months.

14

Product Life Cycle

Sales Trends

Mavi Jeans is setting its sights high. The company enjoys strong international brand awareness, and now it wants to focus on its performance in the United States. Mavi Jeans wants to increase sales by 20% in the U.S. next year by taking big risks and doubling advertising expenditures. In the United States, female consumers continue to shift toward purchasing branded products. Women in the U.S. also are wearing more casual clothing, including jeans. The U.S. also has a large population of Millennials, which are more susceptible to changing brands and trying new brands

Mavi Jeans is still in its infancy in some markets in terms of brand awareness, which can provide advantages and disadvantages. Even though the brand may not be as prominent as its competitors in the United States, Mavi Jeans holds strong brand awareness internationally with its advertising campaigns featuring famous celebrities. The well-known Victoria Secret supermodel Adriana Lima helped the brand increase awareness by 60%. This year, Mavi Jeans wants creative that will turn heads just like its jeans do. A major company goal is to increase brand awareness by 20 percentage points in the United States. Currently, Mavi Jeans estimates that the brand awareness is at 15% nationally, but want to be at 35% aided awareness 12 months after the launch of its campaign.

15

goals and brand awarenessCurrent Sales Goals

Overall Brand Awareness

By taking big risks, Mavi Jeans hopes to reap big rewards. To help generate national and regional awareness within the United States, Mavi has allocated $12.5 million to create a plan that keeps Mavi Jeans memorable in the minds of consumers. This is Mavi’s highest media budget to date. The brand wants to show consumers that they provide well-designed and long-lasting pairs of jeans that not only fit perfect but will turn heads. Within this $12.5 million budget, the company expects that at least 25% of it will go toward Mavi’s digital presence. This is important considering the increasing use of technology and digital purchasing in American society. In the past, Mavi Jeans has predominantly allocated most of its marketing budget to digital media. Last year, for example Mavi Jeans spent $11 million of their advertising expenditures on Internet display ads.

The headquarters for Mavi is located in Istanbul, Turkey, but their jeans are sold in over 4,000 stores in more than 50 countries. In the United States, sales of jeans are heavily concentrated in coastal cities. According to Mavi Sales Data, Los Angeles, New York City, Washington D.C., and the San Francisco/Oakland area collectively account for 22% of jeans sales in the United States. As of April 2017, Mavi implements national advertising efforts with the overwhelming majority of their ad spend focused on internet advertising. Mavi currently operates a flagship retail location in New York, taking advantage of the city’s fast-paced fashion culture.

16

Overall Marketing Budget & Past Budget

Geography

Competitive Analysis

After careful consideration and research of brands in the jeans category, we at Pinpoint Media have selected Calvin Klein, Cross Jeans, and Guess as our primary competitors. We based our selection based on the values of our target market, such as price, fashion value, and SOV/Media Mix. To supplement that data, we also looked at the creative campaigns of each competitor compared to Mavi Jeans.

The women’s jean category is already saturated with many competitors and earns about $8,550,000,000 annually. Many of these established brands have a loyal customer base. According to a survey conducted by Brand Keys, both Calvin Klein and Levi’s rank among the top fashion brands mentioned most often by survey respondents as being “more important to them than other brands”.

Mavi is a brand of denim and jeans‐wear founded in 1991, based in Istanbul, Turkey. The company manufactures jeans for both women and men and targets a younger audience, especially in the women’s jeans category. Mavi’s global operation is headquartered in Turkey, with subsidiaries in the USA, Canada, Germany, Netherlands, Russia and Australia. The company’s name derives from the Turkish word for “blue”. Its major factory is located in the province of Tekirdağ. The company enjoys strong brand awareness internationally, and Mavi’s product availability is increasing gradually thanks to its extensive network of outlets and its presence in European and USA department stores. In addition, the company’s sales continued to be positively affected by its successful advertising campaigns, which feature famous celebrities and actors.

17

introductionPrimary Competitors

Overview of the Competitor Landscape

Overview of Mavi Jeans

Mavi Jeans’ media mix focuses solely on Internet display advertising. The brand spent 100% of their ad spending on Internet displays, such as banners, for their denim products. The brand’s total ad spending equates to $11,100. The brand had no advertising for 10 months during 2015. Mavi spent the majority of their budget during March, using $9,600. The company spent the remaining money during June with $1,500.

Mavi Jeans has an extremely strong brand following on social media. The brand has 17,700 followers on Instagram, 178,242 followers on Twitter, 1,643,642 likes on Facebook, and 1,396 followers on Pinterest. The company uses both Turkish and English on their Twitter page.

Mavi Jeans’ media mix focuses solely on Internet display advertising. The brand spent 100% of their ad spending on Internet displays, such as banners, for their denim products. The brand’s total ad spending equates to $11,100. The brand had no advertising for 10 months during 2015. Mavi spent the majority of their budget during March, using $9,600. The company spent the remaining money during June with $1,500.

Mavi has had many successful advertising campaigns. Mavi set out to add value to the brand by using celebrity association. Celebrities who wear this brand include Kate Winslet and Chelsea Clinton. Adriana Lima recently signed a contract with Mavi for a marketing campaign. She created a series of commercials that skyrocketed Mavi’s international brand performance by as much as 50%, and increased brand awareness by 60%. In 2013, Mavi created a campaign called “Paint It Mavi,” which launched at Berlin’s Bread’N’Butter Fashion Event. Paint It Mavi was built on trend insights and featured Australian actress Courtney Eaton. They also did a campaign called “Be Mavilous every day.”

18

mavi media mix, seasonality & advertising strategy

Media Mix

Seasonality

Advertising Strategy

Calvin Klein’s accounts for 5% of the total jeans category sales in the United States of America. Its 2015 sales summed up to $459,900,000 and the brand is currently responsible for .73% of the denim category advertising spend. Calvin Klein generally runs seasonal campaigns in the spring/fall and has an extremely strong social media presence. The brand has 3.36 million followers on Twitter, 8.2 million followers on Instagram, and 11,389,906 likes on Facebook.

Founded in 1968, Calvin Klein has made its mark as an iconic American lifestyle brand and is considered one of the most well known designer names in the world. Although Calvin Klein spans through different markets, its roots are in denim where it became famous for its unique details and innovative washes. In 2003, the company was acquired by PVH Corp., one of the largest apparel companies in the world and is currently housed in Midtown Manhattan, in New York City. It aims to position itself as a “cultural catalyst” while exemplifying bold and progressive ideals. The logo has become one of the most famous and memorable clothing logos ever created and is now seen as a symbol of status. It is often boldly printed on a prominent area on the company’s apparel. Nothing says, “I’m a sophisticated, unique, thrill seeker” quite like a “cK” symbol stamped onto an individual’s

Consistent with the denim category, Calvin Klein’s media mix for its jeans label is very print heavy as it spent 95% of its advertising budget on magazines ($840,400) according to the most recent data. The remaining 5% of ad spending was allocated towards internet display ($40,700), which equalled an overall yearly ad spend of $881,100. With the help of their marketing strategy emphasizing the brand’s youthful spirit and edge, Calvin Klein’s 2015 denim sales amounted to $459,900,000 with a market share of 5% according to Business Wire.

19

competitors

Overview

Media Mix

In the past, Calvin Klein focuses on seasonal campaigns in the Fall and Spring. Last year, most of it’s advertising dollars was allocated towards its spring campaign, spending 87% ($767,300) in the month of April. These campaigns have played a critical role in raising the brand’s cultural and fashion relevance. The company markets on a brand-by-brand basis mainly to millennials with controversial and thought provoking advertisements. Additionally, these memorable promotions have often starred a diverse range of pop-culture icons such as Justin Bieber and Kendall Jenner. Calvin Klein’s in-house advertising team has recognized that young people want to participate in campaigns and engage with brands while simultaneously making memories of their own. In their Spring 2016 campaign, the brand successfully utilized the hashtag #MyCalvins in their advertisements to generate social media mentions by encouraging fans to post pictures wearing Calvin Klein apparel. These viral campaigns have contributed to cK’s strong social media presence with 3.36 million followers on Twitter, 11,389,906 likes on Facebook, and 8.2 million followers on Instagram.

Their most recent campaign portrays the brand’s minimal and seductive aesthetic by positioning the Calvin Klein’s signature items (including their jeans) next to contemporary works of famous American artists (Fashionista.com). Their other promotional efforts have included in-store and product launch events, gift-with-purchase programs, participation in charitable and special corporate-sponsored events and providing outfits to celebrities for award ceremonies and premieres.

20

competitorsSeasonality

Advertising Strategy

Creative

Cross Jeans is a “European denim lifestyle brand” that has been around since 1939. They originated in Turkey, but have now expanded their influence all across Europe. Cross products include scarves, jeans, jackets, and are available in styles for both men and women. Their main goal is to make modern looking jeans with a vintage appeal and they focus on creating different styles for fall, winter, spring, and summer. In each phase of their development, they work to perfect the “four f’s:” fabric, fit, finish, and features. Cross Jeans can be found in over 2,000 retail and wholesale stores over Europe.

In order to get their product in so many stores, Cross Jeans focuses on Business to Business advertising. In 2015, they spent all 15700 of their advertising budget marketing their product to retail or wholesale stores. However, they do regularly utilize Facebook and Instagram to promote their product. Their posts include announcements for new seasonal lines, information on sales, and general posts about celebrities trying on their product. These celebrities include the singer Meral Al-Mer, actress Anna Juliana Jaenner, and actor Lukas Sauer as well as many other popular European public figures. They also use both print and video ads on their Facebook page to showcase their product.

Cross focuses their entire budget on the month of December. Since they advertise exclusively B2B, this is presumably done in order to create buzz for their product around the holidays.

21

competitors

Overview

Media Mix

Seasonality

In order to get their product in so many stores, Cross Jeans focuses on Business to Business advertising. In 2015, they spent all 15700 of their advertising budget marketing their product to retail or wholesale stores. However, they do regularly utilize Facebook and Instagram to promote their product. Their posts include announcements for new seasonal lines, information on sales, and general posts about celebrities trying on their product. These celebrities include the singer Meral Al-Mer, actress Anna Juliana Jaenner, and actor Lukas Sauer as well as many other popular European public figures. They also use both print and video ads on their Facebook page to showcase their product.

22

competitors

Advertising Strategy

Creative

Guess grew out of a jeans boutique owned by Georges Marciano in St. Tropez, France, during the 1970s. After moving to Los Angeles with brothers Maurice and Armand, he launched the new company in 1981. A fourth brother, Paul, joined the firm that year and started the lush marketing campaign, which eventually featured supermodels Claudia Schiffer and Naomi Campbell. The trademark sexy style catapulted the company’s jeans into major brand status.

In 1983 the company sold 50% of Guess to the Nakash brothers, who owned Jordache. The following year the Marcianos sued the Nakashes, claiming they had stolen Guess designs. After more than five years of wrangling, the parties settled out of court and the Marcianos resumed ownership of the business. The company began licensing the Guess name in 1990 when it allowed Revlon to use it for a perfume. Licenses for other products, including eyewear and footwear, soon followed. In 1993, the Marciano brothers disagreed on the company’s future; Georges wanted to target the mass market, but the others wanted to remain upscale. Guess went public in 1996. A fizzled expansion effort overseas and competition from hot brands like Tommy Hilfiger hurt earnings in 1997 and 1998. To correct the decline, Guess began streamlining operations, revamping stores and product lines, and bringing apparel licenses in-house in 1999. In 2001 Guess launched a higher-end line of clothing in 2001 under the G Brand label; G Brand denim is priced between $88 and $148 compared to the Guess collection range of $48 and $98. It sells exclusively in New York City.

Alleging that Guess misrepresented the security of its website, the Federal Trade Commission made a settlement in 2003 with the company that includes a requirement to improve the website’s security. The settlement also prohibits Guess from misrepresenting the security of consumer information on its website.

23

competitors

Overview

Though Guess put 94.4% of its advertising spend towards B2B marketing in 2015, it also ran $500 of internet display advertising in September. While not a significant amount, it could mean that the company was looking to target a very small but specific portion of their target market.

All of its B2B spend took place in January and May, signifying that these are when major conventions or tradeshows took place.

The brand is also extremely active on social media, posting to their Instagram and Facebook accounts nearly every day and tweeting several times daily. The majority of their content promotes their retailers such as Macy’s and celebrity campaigns. One of its most recent campaigns, featuring Joe Jonas, also involves a Meet and Greet with the singer at a Macy’s in New York City. This is a cost-efficient way to increase awareness for a lesser-known brand that Mavi could emulate.

24

competitorsMedia Mix

Seasonality

Advertising Strategy

Creative

Social media is becoming an increasingly important medium for brands. This chart compares the amount of people who follow Mavi Jeans on social media, across Facebook, Twitter, and Instagram, to their competitors’ social media accounts. Calvin Klein is leading as the most well-known brand on social media. However, Mavi has a significant amount of followers and likes on Facebook.t

Across the year of 2015, the line graph shows Mavi and its three competitors and where they spent their advertising dollars in each month. Calvin Klein is an obvious outlier by spending the most in the most amount of months, especially in April. Guess spent the most in May. Cross spent all of its money in December. Mavi spent its money in March. The total spending is shown at the end of the line graph.

* Bars are not to scale

25

social media & seasonalitySocial Media

Seasonality

Share of Voice

Share of Market

What Does this Mean for Mavi?

Because the jeans industry has many players, Mavi and its competitors make up less than 1% of the industry in terms of advertising weight. Calvin Klein occupies the largest share of voice with 0.73%. Guess follows with 0.07%. Cross and Mavi both have 0.01%.

Share of Market is the portion of a market controlled by a particular company or product. The four companies make up 5.88% of the market. Calvin Klein makes up 5%, followed by Mavi with 0.66%, then Cross with 0.19%, and Guess with 0.03%.

Compared to our competitors, Mavi has a small share of voice and share of market, putting Mavi at a disadvantage. Brand awareness is really hurting Mavi. That being said, Mavi is a force to be reckoned with across social media sites. With more than 1.8 million followers across their social media accounts, Mavi has the opportunity to utilize their social media presence to offset the deficit in share of voice due to the lack of media budget and the fierce competition.

26

sov, som & analysis

Target Analysis

For Mavi, we decided to focus on women age 25-44 who had bought jeans in the past 12 months. Since designer jeans is a pricier product, we found that consumers who were already open to spending more for jeans would be more willing to start buying Mavi as compared to someone who doesn’t believe designer jeans are worth the investment. Consumers who have never purchased designer jeans may not be convinced that spending more on jeans will guarantee a higher quality product. We also found in our research that women in this particular age group were significantly more likely to purchase designer jeans. This helps narrow our focus to a certain demographic and make sure that efforts aren’t wasted on a group that won’t be interested in Mavi. Geographically, women from coastal cities like LA, NYC, and Seattle and other larger cities like Chicago and Houston were also more inclined to purchase designer jeans, so we also considered this for our description of the target market. With this media plan, our objective is to build Mavi’s brand awareness by 35% and raise Mavi jean sales by 30%.

28

target analysisSegmentation

Secondary Research

Primary ResearchOur primary research involved a survey that collected responses from 69 respondents. The majority of these respondents fell between the ages of 25-29, had a household income of $100,000 or more, and earned a bachelor’s degree or higher. Our survey, which assessed shopping and lifestyle behaviors, generated three major insights that we believe help depict our target market. First, it found that the target audience are heavy users of media, primarily for news and entertainment, and is likely to interact with brands on Facebook or Instagram. The data also found that the target is well educated and has disposable income, but will not necessarily spend a lot of it on clothing. Finally, it determined that there is extremely low awareness of the Mavi band and that heavy media spending could help position Mavi as a quality designer jeans brand in the target’s

For our secondary research, we used MRI and Simmons data to determine our target market. This data showed that women age 25-44 were more likely than the average person to purchase designer jeans. These women also shopped at more expensive department stores like Nordstrom (245) and Bloomingdales (303) and used the Internet to access Twitter (146), Facebook (150) and informational websites such as Forbes (174). This group also had a disposable income (111) and considered shopping a fun activity (174). They also enjoyed reading fashion magazines and used them for inspiration on how to dress (154).

29

research

In order to reach this conclusion, we looked at the type of magazines our target audience read. These included: Women’s Health Magazine (217) and Shape (303) which are two publications that are focused on healthy living and appearence. In addition, our target audience indexed high for fitness related actities such as: backpacking/hiking (125), fitness walking (124), jogging/running (154), swimming (129), using cardio machines (134), and yoga (176). They also were more likely to have belonged to a fitness program in the last 12 months (115) than the average consumer, and agreed with the statements that it’s important to look attractive to others (114) and that they were working to achieve a high social status (155).

We noticed a trend in the type of stores that our target audience tended to shop at. These were often stores that had products that were higher quality and more professional. Some of the stores that our audience frequented were: Nordstrom (245), Bloomingdales (303), Saks 5th Avenue (269), Neiman Marcus (264), Express (241), Ann Taylor (228), and LOFT (227).

To make sure we understood our target audience’s relationship with shopping, which they index at 159 for, we looked at a variety of shopping related trends. We found our target audience has a disposable income since they agreed that their budget allowed them to buy expensive designer clothes (111), and that they often spent more money on clothes than they expected (159) by buying clothes they didn’t need (140) or making impulse purchases (137). We also found that our target audience thinks that shopping is a great way to relax (136) which helped us form the insight that our target audience shops for fun. In terms of timing, we saw that this audience buys new clothes at the beginning of each season (190) which we incorporated in our campaign.

30

consumer insights

Cares about how they look and staying in shape by exercisingOur Target Audience

Shops at higher end department stores that often carry more professional and quality products

Has a desposable income and enjoys shopping for fun

In order to reach our target audience, we looked at our audiences social media and techology activities. We found that our audience were heavy social media users (130), who used it three or more times a day (186). Our audience frequently uses Twitter (146) and Facebook (150), and have followed or become a fan of something in the last 30 days (136). They also visit other sites likes WSJ (152) and Forbes.com (174), because they get most of their news online (133). These insights helped us understand how our audience shops because we found that they are more likely to buy products online than in stores (124), and often use their phone while shopping in stores to find local deals (193).

We also looked at which types of magazines our target audience read to see how they find inspiration for dress. In order to keep up with fashion trends, our audience uses magazines to help them decide which clothes to buy (154): Elle (245), Glamour (247), Instyle (266), and Vogue (171). They also agreed that they keep up with the latest fashions (161), especially seasonally (159), and they don’t wear clothes that have gone out of style (115).

We found that our target audience uses some of their disposable income for travel expsenses. They are more likely have traveled to another country in the past 3 years (130) or within the country in the past year (125) than the average consumer, are are typically members of frequent flyer programs (155) and hoel reward programs (156). When these consumers do travel, they frequent LAX (173) and JFK (162).

31

consumer insightsIs tech-savvy and uses technology to stay updated and to shop

Enjoys reading magazines about fashion and uses these publications for inspiration on how to dress

Enjoys Traveling

Elegant Enthusiasts are women between the ages of 25 and 44 who have a weakness for nice and expensive things. They pride themselves on having high quality items and engage in activities such as jogging, yoga, and other fitness programs to stay in shape (154, 176, 115). Elegant Enthusiasts care about how they look and are willing to go to great lengths to appear attractive to others (114). Along with their physical image, they maintain their online persona as they use social media three or more times a day (186). These tech savvy ladies turn to fashion magazines to guide their style decisions such as Elle (245), Glamour (247), and Instyle (266). Elegant Enthusiasts often flock to large and trendy cities to live their lavish lifestyles. Budgeting their resources is not too much of a concern for these women, as they have money to spend and know how to have fun with it. They love to go shopping for clothes (174) and take their up to date wardrobe abroad regularly (157). Yet at the same time, they are also extremely happy treating themselves at home making luxury purchases online (124).

Estelle is her name. Shopping is her game (159). She is a 31-year-old paralegal living quite comfortably in San Francisco, California. She has an expensive taste and is the first to admit that she loves to enjoy the finer things in life. Her day always starts with a group workout class at the local gym (115) and very rarely lacks a visit to an online store (122). Along with shopping, Estelle doesn’t waste the empty pages in her passport and enjoys traveling to luxurious locations (157). She is still posting pictures on Facebook of her last month’s trip to the Caribbean in her designer beachwear (150). If you are wondering about the latest style trends, Estelle is the girl to find, considering her fashion decisions are validated by Glamour (247) and Elle (245) magazines. Additionally, she’s a great person to know if you don’t mind wearing last season’s cardigan. Estelle tosses out any article of clothing that is “so last year” (115).

32

audience profileElegant Enthusiasts

A Day in the Life: Estelle

33

swotswot

The biggest challenge Mavi Jeans faces is brand awareness. Mavi has stylish, high quality designer jeans; however, women in the United States do not know they exist with the large amount of competitors.

Our target audience has a disposable income to spend on luxury experiences and products. They enjoy the finer things in life. Therefore, they are more likely to spend money on jeans that are high quality and enhance their image.

34

core challenge & key insight

Core Challenge

Key Insight

Key Insight

Media Objectivesand Strategies

To reach this target audience, we will advertise using women’s magazines (full page color), online space (social, mobile, and general websites), and outdoor (25 Show). We will also use owned and earned media through our website and social media, which is free. With our brand activation events, we will take videos to use as promotion on our website and our social media accounts.

36

target audience & media mix

* To gain a 20% increase in annual sales and to increase brand awareness among women ages 25-44 in the United States, who already buy designer jeans

Objectives

We will be distributing close to a third of our budget to magazine advertisements because magazines are expensive and our readers enjoy reading magazines (154). We want to use magazines to bring awareness to Mavi Jeans by advertising throughout the year. Throughout the whole year, we will have one full-page advertisement in InStyle Magazine and one second-cover spread in Glamour each month. The total cost for magazine advertisements comes out to be $3,722,964, which is almost 30% of our budget.

Magazines are a wonderful medium to use for our Mavi Jeans media campaign because our target audience indexes high for fashion magazines. Our target audience also use fashion magazines to help determine what clothes they want to buy (154) so that they can keep up with the latest fashions (161).

Because magazines are a national medium and an expensive medium, the number of ads will be continuous throughout the year. We will not heavy-up in print media during certain months.

Magazines also have a long shelf-life and work well for advertisements in fashion with glossy and high resolution images. They have a more upscale and niche audience and our audience is women ages 25-44 who have bought designer jeans in the last 12 months. Although our elegant enthusiasts are always online, they do still read traditional magazines to stay on top of the latest trends (154, 161).

Budget & Media Buys

Strategy

37

magazines

Selections

PinPoint Media is choosing to share our advertisements promoting Mavi Jeans in InStyle because it is a magazine that our target audience indexes high in (266). InStyle Magazine is a monthly women’s fashion magazine offering articles about beauty, fashion, and celebrity lifestyles. InStyle’s composition is 92% females and 64.2% of their readers are between the ages of 25 and 54. Our elegant enthusiasts buy new clothes almost every season to keep up with the latest fashion trends (159). We believe that InStyle Magazine reflects the habits of our target audience.

Our other magazine selection is Glamour Magazine, which is one of the biggest fashion magazine brands reaching one out of eight American women. Glamour’s audience is composed of 91% females and of their readers, 39% are between the ages of 25 and 34 years old. Glamour’s readers align perfectly with our target audience who have a high or above average income. Glamour readers are considered “shopaholics.” Our target audience loves to shop (174) and often buys clothes that they don’t really need, which means that they have a disposable income (111).

38

magazines

Glamour (247) Rating: 25.6

InStyle (266) Rating: 15.6

We decided to allocated about a fifth of our budget to out-of-home in order to reach our target audience as they travel through airports. Our audience indexes high for travel related activities, so placing advertisements in airports will effectively target them. We will place print ads near retail stores and in security trays of JFK and LAX during popular flying months. This will come up to $2,234,716 for 4 months of advertising.

For out-of-home, we will place ads in major airports in our two of our biggest DMAs: Los Angeles and New York City. Not only are LAX and JFK in two of our biggest DMAs, they also happen to be the 3rd and 5th busiest airports in the country respectively (Source). We felt that advertising in airports would help us effectively reach our reach and frequency goals because our target audience indexes high for flying related activities. Compared to the average consumer, the women of our target audience are more likely to have traveled to another country in the last 3 years (130), more likely to have traveled within the country in the past year (125), and are more likely to be a member of a frequent flyer program (155). To efficiently allocate our budget, we would “heavy up” during the busy travel months: November, December, June, and July. We chose November and December to reach consumers who travel during the fall and winter holidays and June and July to reach consumers who travel during the beginning of the summer or during July 4th weekend.

39

out of home

Budget

Selection & Schedule

Our second strategy is to advertise in the security trays of both LAX and JFK. Since everyone has to go through security, our advertisements would reach 100% the travelers in our target audience who use these locations. This also increases both brand recognition and recall because the advertisements are placed on a product that is helpful to the consumer.

We discovered that certain ads in airports could be more effective than others depending on where they are and how they’re implemented. Consumers tend to recognize brands better when the ads were placed by the concourse than when they were near security or their gate. In terms of layout, ads that were a unique size or shape were more easily recalled as compared to ads that were a standard size and shape. Consumers also tend to recall ads better when their content related to airports or flying. We will use these insights to develop ads that are not only in airports that reach our target audience, but also will be easily recalled after their trip is over.

Our first strategy is to utilize print advertising space in JFK and LAX. We chose JFK because is in one of our largest DMAs and attracts consumers who are high educated, tech-savvy and live active lives. Of the average 56,826,592 annual passengers that JFK attracts, 50% of them female. In addition, 59% of all passengers are within our age demographic of 24-54. These consumers are also more likely to spend $500+ on casual women clothing annually compared to the average person, which means they would be more likely to pay attention to Mavi ads that they see while traveling. LAX is another airport in one of our biggest DMAs. LAX attracts about 75 million people with around half of them being female. Within the Los Angeles DMA, 72% of the adults who flew in the past year flew through LAX. Similarly to JFK, LAX customers index high for spending $500+ on casual clothing (173).

40

out of homeStrategy

Print Ads in Airports

Security Trays

Creative Guidelines

Our $2,064,000 budget for social accounts for 16.5% of Mavi’s total media spend. We allocated a relatively small amount of our budget to social because most of the impact from social will be owned and earned. The $2,064,000 will go toward content creation and paying for sponsored and promoted posts on Facebook and Instagram.

We plan to integrate social media, using both paid and unpaid posts, since our target audience enjoys keeping up on current events, liking pictures uploaded by friends(180), and staying in touch with the brands they love (134). By utilizing our owned and earned social media sites, we can foster a more secure bond with Mavi consumers.

Social media is an effective medium to advertise in because of its low cost and potential for tracking and targeting, giving us a larger data set and consequently making future plans more accurate. Our target rates and reviews products on social media (137) and are more likely to click on advertisements on social media sites than the average consumer (122).They are interactive on social media, as they are the ones following and becoming “fans of” brands and people (136). Additionally, they index high as heavy users of Twitter (146), Pinterest (131), and Facebook (116). Also, 25-34 yr olds account for 25.2% of Instagram users (Source), which is within our target audience. Since social media does not have a large annual price tag, we plan to take advantage of our social media presence year round.

41

social mediaBudget

Strategy & Schedule

Twitter is another good choice for Mavi’s advertisements because of its quick, short-lived content, and personal communication with consumers. Mavi hopes to take advantage of these features by respond to consumers and building a relationship that encourages purchases from their target audience. Consumers also frequently use Twitter to cover events they attend and follow events they miss. Mavi will live tweet the “Likes for Luxury” and “Dressed Up in Denim” brand activation events for anyone unable to attend and encourage those who are there to tell their friends all about it.

A brand like Mavi needs the visual and informational benefits of Facebook in order to show off the complete appeal of their product. Not only will consumers see how well Mavi Jeans fit, they’ll also be able to read about the denim’s premium style, and exceptional fit. In addition, Facebook allows brands to organie their photos into specific albums so Mavi can easily show off their new line of denim, give inside looks to the company, and demonstrate outfits that can be created with Mavi Jeans.

Instragram’s emphathis on visual content can help Mavi communicate their stylish aestheic to consumers. The sponsored content that is offered through Instagram is seamlessly integrated into users’ feeds which allows for less noticeable promotions. We will also utilize Instagram’s “buy now” feature that links the post directly to Mavi’s website to encourage the impulsive purchases that are common in our target audience (137).

42

social media

SelectionsFacebook (150)

Instagram

Twitter (146)

Between mobile, general/targeted websites and pre-roll video, digital display advertising accounts for 51.8% of our campaign’s budget. This decision was based on data that provided us with the insight that our Elegant Enthusiasts are extremely tech-savvy. In fact, our target heavily agreed that the Internet has changed how they get their information about products and services (127). Combined with the fact that they do more of their shopping online than ever before (122), and that our target frequently uses digital platforms for deals (193), we knew that these vehicles would be effective in reaching our audience in situations where their purchase behavior is higher.

For pre-roll videos, our target audience indexes high for watching YouTube videos (130). With the remaining budget, we want to get 25,000,000 impressions during March, April, August, and September. This will cost $325,000 per month. We will use video footage from our brand integrations for advertisements. Pre-roll video is very impactful because viewers must watch the advertisement before getting to their intended video. March, April, August, and September are the months after our brand activation events.

43

digitalStrategy & Budget

The $882,000 we allocated towards targeted websites will be used for digital display advertising on travel-related sites Orbitz.com (183) and Hotwire.com (172). Between the two sites, they receive 24.5 million impressions per month. Not only did these particular sites index well among our Elegant Enthusiasts, but they also are more likely to be exposed to travel-related sites due to their love of vacationing (157) and their likelihood to be members of frequent flyer clubs (155). By heavying-up during fall and spring months when our target audience is more likely to see advertising from competitors and is more likely to shop for designer jeans (171), we ensure that our effective reach will be maximized during the right periods of our campaign.

By targeting women’s lifestyle blogs Jezebel, Everywhereist and BlogHer, we are able to reach our Elegant Enthusiasts in sites that relate to their interests of keeping up with fashion trends (115), and learning about different fashions and styles (161). Jezebel, owned by Gawker, is a blog site that keeps our target up-to-date with celebrity and fashion news. Everywhereist is women’s travel blog for female frequent flyers, perfect for our Elegant Enthusiasts’ aforementioned love of vacationing (157). While targeted sites would only incorporate 9.4% of our total budget, it is important for positioning Mavi as a brand that is synonymous with contemporary women’s fashion trends and as a company that understands our target audience’s values.

44

digitalDigital Selections: Websites

General Websites

Targeted Websites

We selected Yelp as the mobile application to run display advertising for Mavi due to its extremely high index among our target (142) and its astounding number of unique monthly users (142 million). The $1,068,000 budget we allocated towards mobile allows us to reach 6.25% of this audience, or 8.9 million users, on a monthly basis. It is important to have a digital presence, specifically on applications that are used for researching information, as our Elegant Enthusiasts agree that the Internet has changed the way they get information about products and services (127).

After our brand activation events, we want to promote Mavi Jeans using advertisements in the form of pre-roll videos on YouTube in our spot markets. According to Nielsen, brand recall, message recall and likeability are greater for online video ads than for TV ads. Pre-roll ads can be very targeted to make sure we only reach the audience who we think would be influenced by our message. Reach and frequency can also be easily changed to make sure that we don’t waste impressions by overexposing certain consumers. Pre-roll messages also have the added benefit of including easily linked call to action. Pre-roll advertisements can offer integration with our mobile and website ads. Pre-roll ads also have greater impact over television ads for brand awareness because the viewer is waiting to watch a specific video.

45

digitalDigital Selections: Mobile & Video

Mobile

Pre-roll

Elegant Enthusiasts love posting and sharing photos on social networking sites (180), travelling abroad (122 & 130), and fancy hotel accommodations (155). These findings are what have inspired our social media brand activation strategy—“Likes for Luxury”.

“Likes for Luxury” is a national Mavi Facebook giveaway contest that will run through the first week in August to kick off the Fall season of our pulsing 12 month campaign. Women in our target audience will be encouraged to enter through our advertising in the two weeks before the contest begins. We heavy up pre-roll in the month of August, which is helpful to increase awareness of this competition. We selected Facebook as our social media platform of choice due to the fact that our target audience indexes the highest for Facebook usage out of all the social networking sites (150). Consumers can enter this contest by posting a stylish and luxurious picture on the “Likes For Luxury” Facebook Page. They then can share their photo and ask friends to visit the page and like their post. The likes and social sharing that will result from this contest will result in more exposure for our brand as well as word of mouth awareness. The post with the most likes at the end of contest will win an all expense paid luxurious two person trip to Istanbul, Turkey—home to the world’s most quality cotton and of course, Mavi Jeans. The grand prize includes a round trip first class flight to Istanbul, a two week stay in the Wyndham Grand Istanbul Kalamış Marina Hotel, a dinner cruise around Istanbul, a visit to the Turkish Museum of Islamic Arts, and a shopping trip to the extravagant boutique—Lokum. These lucky ladies will be living in luxury for two whole weeks. And of course, we have not forgot about their legs. During the stay the contest winners will meet with our denim experts and get three complimentary pairs of Mavi jeans perfect for their bodies. We will be posting photos and videos of the trip to our social media accounts to show off the beautiful and luxurious side of Turkey as well as our Mavi denim.

We used Trip Advisor and Booking.com to help us estimate the costs of each individual prize. We expect the trip to cost $18,000 for the winner and her guest.

Estimated Cost:

$18,000

46

brand activationLikes For Luxury

Pop Up StoresBased on our research, we know that our target audience enjoys shopping for fun (174) and makes buying new clothes at the beginning of each season a regular habit (171). Based on this research, we have decided to place Mavi pop-up stores in both Los Angeles and New York City during the second week in March (the beginning of the spring section of our marketing campaign). We have chosen these two cities based on the Mavi Sales Data which indicated that these DMAs have the highest populations of our target audience. Additionally, they both index well for the consumption of designer jeans (121, 148) and are cities we have chosen to place Out of Home advertisements in. Staying consistent with our connection idea, in these pop-up stores, consumers will be shopping in luxury with mimosas in hand and denim experts at their side. Our denim experts will do the hard work for the women, by finding which pair of Mavi jeans is their perfect match, while consumers can treat themselves to complimentary massages and snack on hors d’oeuvres while they wait for their fitting room.

47

brand activation

We will promote these pop-up stores in our spot internet, social, and outdoor advertising in Los Angeles and New York City in the weeks leading up to the event. Additionally, we will invite fashion bloggers to the stores in order to increase awareness about Mavi and the pop-up stores and hopefully generate earned media. Our target audience indexed high for making impulse purchases when shopping for apparel (137), to capitalize on this insight our employees at the pop up stores will have the ability to check women out as soon as they finish shopping. Even though our ladies love shopping for fun, no one likes standing in line. This strategy will minimize the time customers will be able to rethink buying our jeans, and increase their susceptibility to making impulse purchases.We will also increase buying incentive by offering a reward to the 200 consumers who spend the most on Mavi jeans in the DMA with the highest sales. These lucky ladies in either Los Angeles or New York City will receive an invitation to our “Dressed up Denim” Gala Event that will be held on a Friday night in the following month of April. The costs of our pop-up shops will vary by location, and we must factor in the price for our luxury accommodations. With this in mind, we expect the average expenses of each individual pop-up store to amount to around $200,000 based on our analysis of similar apparel pop-up stores.

48

brand activation

Estimated Cost:

$200,000

In April, the month that follows the dates of our pop-up store brand activation strategy, we will be holding a dinner auction gala in the city that sold the most denim to reward our 200 consumers (and their dates) who bought the most Mavi jeans in these shops. “Dressed Up in Denim” is a highly exclusive luxurious event where classy Mavi denim is the required attire. This event stays consistent with our “Legs in Luxury” connection idea by furthering our message that Mavi jeans are a high-end product of the upmost quality and also increase the public visibility of Mavi. The winning city will be announced on our website and social media platforms. Additionally, we will be sending both printed and e-mailed invitations to the winners as well as fashion bloggers and journalists to get consumers talking about this elegant gala. On this Friday evening, the women will be treated to a night of music, dancing, fine wine (156), and a silent auction for other luxurious donated prizes.

49

brand activationDressed Up Denim

Estimated Cost:

$200,000

To keep costs down, this will be a cocktail affair and will not provide dinner. The proceeds raised from the auction will be donated to a local charity of the chosen city. This decision to include a charitable component in our campaign strategy is based on the fact that our target audience enjoys giving to charitable organizations (166). Through our research we also discovered that jeans are the most popular clothing item to wear on a night out. Additionally, our research has shown that our target audience loves to socialize and working on their social status (155). Due to our extensive research, we have been able to design a Friday night out for these ladies that will almost fit them as well as Mavi jeans do. We expect this event and inter-city competition to be successful and hopefully repeated on an annual basis. We believe that this yearly “Dressed Up in Denim” gala will help distinguish the brand and become a sought after evening our target audience strives to attend.

Based on our research about the expenses of past gala events that have been held in both New York City and Los Angeles, we expect to spend a maximum of $200,000 dollars on this event.

50

brand activation

50

* To achieve a national reach of 70 and a spot reach of 75

* To achieve a frequency of 3.8 during slower months and a higher frequency of 4.0 during spring and fall seasons * To achieve 280 GRPs during our peak months and 266 during slower monthsOur peak months are listed above.For this campaign, the fall season will take place from August to October and the spring season will run from February until April. This is because our target audience buys clothes at the beginning of the season

* To have a frequency of 3.8

As a measure to finding frequency, PinPoint Media utilized the Ostrow Model to find an effective frequency for Mavi Jeans. We came to a frequency of 3.8 as the lowest possible number we would have our campaign reach. Because Mavi Jeans lacks brand awareness in the United States, has a low market share, and needs to increase share of voice, Mavi requires a higher frequency. During the spring and fall months, we want our frequency to be 4.0 because there is many competitors in our category.

reach, frequency, GRPsObjectives

Ostrow Model

51

* To have a pulsing schedule - Heavy-ups in February-April and August-October

In order to allocate our budget effectively and efficiently reach our target market, we decided to utilize a pulsing schedule and “heavy-up” February to April and August to October. Since we’re working on building awareness for Mavi’s brand, we concluded that this schedule would create a consistent message about Mavi while adding additional reminders around the times of relevant events. Through our research, we discovered that it is important to increase ads during the start of our campaign in March to make sure that people are aware of what we’re creating. We decided to heavy-up during our Spring and Fall months because our consumer insight showed us that our target market tends to buy new clothes at the beginning of each season (130). Mavi releases its new lines in those months too, so consumers will be more aware of the newest lines. This schedule is also positioned to promote our brand activations that take place in March and September. Since we’re heavying-up in February, we’ll be able to promote Mavi right before New York Fashion show which will be popular in the magazines we have selected. This also allows us to end the campaign on a high note which will keep us relevant in the minds of consumers.

scheduling & timing

52

scheduling & timing

We will launch a national campaign with spot heavy-ups in 8 DMAs. These DMAs include Los Angeles, CA (803); New York, NY (501); Washington, DC (511); San Francisco, Oakland, San Jose, CA (807); Houston, TX (618); Boston, MA (506); Seattle-Tacoma, WA (819); and Chicago, IL (602).

We selected these DMAs because they all indexed high for purchase behavior in the women’s jeans category and each have large populations of our target audience. In fact, the heavy-up in these select DMAs will reach 23.2% of the the target population. If these DMAs accounted for 30% or more of the total US population, a heavy-up spot campaign would not be efficient. In addition to the majority of our promotional events being held in these cities, the heavy advertising will coincide with fashion weeks in Houston and New York. Half of our heavy-up DMAs are included in the top 10 most fashionable cities according to Trulia and InStyle magazine.

53

geography

Our client Mavi Jeans gave us a budget of $12.5 million to work with and wants us to allocate 25% of the budget toward digital resources. Most of our budget is going toward social media, mobile advertising, and general and targeted websites because digital luxury advertising will be the largest medium in 2017 (Source). We allocated 51.8% of our budget to digital advertising.

According to The Economic Times, luxury items include fashion items and accessories, watches, and jewelry. We allocated 29.8% of our budget to print in the form of magazines because print accounts for 28.6% of total luxury ad spend. Print titles, especially glossy magazines, provide an immersive reading experience, a particularly suitable environment for luxury advertisers wishing to showcase their brand values.

The rest of our budget is going toward pre-roll videos on YouTube and out-of-home advertising in Los Angeles and New York City. Our total budget comes out to be $12,441,152, which is 99.5% of the budget that Mavi Jeans allocated to PinPoint Media.

54

budget* To carry out a media plan on a $12.5 million budget.

* To budget at least $3.0 million toward digital resources.

*proposed budget for brand activation does not count in overall budget

55

budget

Appendices

• PRnewswire.com/news-releases/premium-denim-jeans-market-athleisure-trend-catching-up-596502611.html• Refinery29.com/history-of-skinny-jeans#slide-11• Lifestylemonitor.cottoninc.com/high-fashion-for-the-everywoman/• Business Insights: Essentials• Sourcingjournalonline.com/globally-denim-upswing/• Technavio.com/report/premium-denim-jeans-market-analysis-and-forecast-2015-2019

• Businessinsider.com/why-you-should-invest-in-quality-clothes-2016-1• Ft.com/content/be9647be-e282-11e3-a829-00144feabdc0• Economist.com/sites/default/files/20141213_sr_luxury.pdf• Thenational.ae/lifestyle/fashion/fashion-is-about-self-expression• Jrscience.wcp.muohio.edu/humannature01/ProposalArticles/BeautyandtheBeast.Studyon.html• Pewinternet.org/2015/10/29/technology-device-ownership-2015/ • Irep.ntu.ac.uk/id/eprint/26435/1/3908_Schivinski.pdf • Merriam-webster.com/dictionary/athleisure• Seventeen.com/fashion/celeb-fashion/tips/g1179/celebrities-wearing-sweatpants/?slide=3 • Forbes.com/sites/jefffromm/2016/07/06/the-lululemon-lifestyle-millennials-seek-more-than-just-comfort-from-

athleisure-wear/• Forbes.com/sites/deborahweinswig/2016/03/11/how-athleisure-is-lighting-up-lackluster-clothing-sales/• Gq.com/story/denim-sales-millennials-style • Pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/ • Fashion-news/denim/women-jeans-comeback-sales-10145281/• Nbcnews.com/business/consumer/denim-real-danger-going-out-fashion-n176211• Usatoday.com/story/money/business/2014/09/06/jeans-face-an-uncertain-future-amid-yoga-wear-rage/15146265/• Washingtonpost.com/news/business/wp/2016/02/08/why-arent-stores-selling-more-clothes-maybe-we-are-just-

bored-of-the-skinny-jean/ 56

referencesBrand Analysis

Economic and Societal Trends

• Mavi Brief• Crossjeans.com/en/en-international-orders• Amazon.com/Mavi-Jeans/b/ref=w_bl_sl_ap_ap_web_9974376011?ie=UTF8&node=9974376011&field-lbr_brands_

browse-bin=Mavi+Jeans• Mavi.com/Shipping• TheAtlantic.com/entertainment/archive/2015/10/the-case-for-expensive-clothes/408652/• Dailymail.co.uk/femail/article-3168753/Are-200-jeans-really-worth-differences-expensive-denim-cheaper-20-pair-

revealed.html

• Pinpoint Digital Survey

• MRI-Simmons Data

• Business Insights: Essentials• Business Wire• Fashionista.com/2017/02/calvin-klein-american-classics-campaign• Guess Lexis Nexis• Mavi.com/?gclid=CJnKkfSgvtMCFcZWDQodql8GPQ• Crossjeans.com/en/• Advertolog.com/• Facebook.com/crossjeans• Shop.guess.com/en/catalog/browse/denim/women/view-all/• Calvinklein.us/en/womens-jeans• Famouslogos.net/calvin-klein-logo/• Brandkeys.com/wp-content/uploads/2017/03/PRESS-RELEASE-2017-Fashion-Brand-Index.pdf

57

referencesThe 4 C’s

Competitive Analysis/Competitors:

Target Analysis

Consumer Insights

• Instyle.com/promo/mediakit-v2/mriC_is.html• Condenast.ru/en/portfolio/magazines/glamour/circulation/• Busiest Airports in USA• The Best & Worst Days to Fly• JFK Overview• Jcdecauxna.com/airport/property/los-angeles-international-airport• Jcdecauxna.com/airport/product/secure-tray-advertising• YouTube Pre-Roll Costs• Motiliti.com/pre-roll-ads/• Booking.com• Tripadvisor.com/• NYTimes.com/2013/09/15/nyregion/how-a-pop-up-store-pops-up.html• Blog.vendhq.com/post/64901825337/the-meteoric-rise-of-pop-up-retail-a-look-at-significant-facts-and-stats-around-

pop-up-stores• Retailtouchpoints.com/features/special-reports/pop-up-stores-become-more-than-just-a-trend• NYMag.com/nymetro/news/people/columns/intelligencer/11023/• Lisa Farman, Class Lecture• Business.time.com/2012/10/26/the-best-times-to-buy-clothing/• Shoppingtips.about.com/od/shoppingtips/fl/When-Do-the-New-Seasons-Clothes-Arrive-in-Stores.htm• Houstonfashionweek.com/texas-fashion-awards/about/• Instyle.com/lifestyle/travel/these-are-most-fashionable-cities-america• Statista-com.ezproxy.ithaca.edu/statistics/278065/quarterly-number-of-unique-visitors-to-yelp/• Brandequity.economictimes.indiatimes.com/news/advertising/ad-spends-on-luxury-products-to-rise-by-3-

58

references

Media Objectives & Strategies

59

survey responses

60

survey responses

is a senior Integrated Marketing Communications major at Ithaca College. Matt has interned for GroupM’s Metavision Media as part of the digital planning team and was also a marketing intern for Slightly Mad on Long Island. He has been on the executive board for student organizations such as Active Minds at IC, American Advertising Federation and Student Activities Board and was a Student Leadership Consultant for OSEMA his junior year. Matt currently serves as the Advertising Sales Manager for The Ithacan and hopes to continue working in media sales for a sports or entertainment organization after graduation.

is a junior Integrated Marketing Communications major at Ithaca College with a minor in Sociology. She is the Vice President of Internal Communications for Ithaca College’s chapter of Student Consulting for Nonprofit Organizations, is an active member of Megaphone Media, and works as a Facility Monitor at the Fitness Center. Outside of school, she has interned at The Wilderness Society in Denver Colorado, as well as Kel & Partners PR in Boston, Massachusetts. After she graduates she hopes to use her media and strategic communications skills to help make the world a healthier, happier place, and empowering others to do the same.

61

meet the team

Matt Hirsch

Taryn Cordani

is a junior Integrated Marketing Communications major at Ithaca College with a minors in Communication Management and Design and Legal Studies. Christina has interned for the Emmys Foundation, CBS Consumer Products, Gilda’s Club, and Saltonstall Arts Colony. She is currently a marketing intern at Advion. Christina currently volunteers as a coach for Girls on the Run and as a service leader for Ithaca Area United Jewish Community. She runs the social media efforts for The New Jim Crow Community Book read. She hopes to travel the world and work for nonprofit agencies and organizations. Christina is creatively driven but also enjoys analyzing data.

is a junior Integrated Marketing Communications major and Spanish minor at Ithaca College. A member of Ithaca College’s chapter of PRSSA, he was a part of a sponsorship team for the 2016 Swish for Make-A-Wish, as well as participating in other public relations activities through this involvement. Matt spends his summers working as a cook in a small Cape Cod restaurant, and occasionally leading new business efforts for his family’s small business.

is a junior Integrated Marketing Communications major and a Psychology minor at Ithaca College. Last semester, he worked as a Creative Advertising Intern at Open Road Films in Los Angeles. Currently, he is a member of the American Marketing Association and serves as the Advertising Co-chair for the Student Activities Board. He hopes to someday work in the marketing department for a film company.

62

Christina Rucinski

Matt Melo

Don Hodgkinson