Target Audience
Competitive Brand Analysis
Competitive Product Analysis
Market Positioning
Brand Strategy
Competitive Brand Analysis
Competitive Product Analysis
Market Positioning
Brand Strategy
THE PROJECT: Fictive creation of a new brand of the company TIGI
Infographic: Current brands of the company TIGI
“If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it.”
- Albert Einstein -
- Albert Einstein -
TIGI already covers a wide range of brands and target groups. For the new brand, we therefore opt for niche marketing.
Infographic: Current brands of the company TIGI incl. newly created brand
TARGET AUDIENCE
Infographic: Moodboard of the new target group
- 16-25 years old
- Female and male
- Urban / City dweller
- Value well-groomed appearance
- Fashion-conscious
- Clothing: streetwear
- Style: different from mainstream; target group not
- Playful
- Sporty
- Adventurous
- Like anarchical structures
- Want to belong to a group
- Don't find their natural beauty enough
- Have enough money to be able to afford exclusive products
- Not approached in EU for professional care products
- Female and male
- Urban / City dweller
- Value well-groomed appearance
- Fashion-conscious
- Clothing: streetwear
- Style: different from mainstream; target group not
- Playful
- Sporty
- Adventurous
- Like anarchical structures
- Want to belong to a group
- Don't find their natural beauty enough
- Have enough money to be able to afford exclusive products
- Not approached in EU for professional care products
- 16-25 Jahre alt
- weiblich und männlich
- urban / Städter
- legen Wert auf gepflegtes Äußeres
- modebewusst
- Kleidung: Streetwear
- Style: abweichend vom Mainstream; Zielgruppe nicht
- verspielt
- sportlich
- abenteuerlustig
- mögen anarchische Strukturen
- wollen einer Gruppe angehören
- finden ihre natürliche Schönheit nicht genug
- haben genügend Geld, um sich exklusive Produkte leisten zu können
- in EU bei professionellen Pflegeprodukten nicht angesprochen
- weiblich und männlich
- urban / Städter
- legen Wert auf gepflegtes Äußeres
- modebewusst
- Kleidung: Streetwear
- Style: abweichend vom Mainstream; Zielgruppe nicht
- verspielt
- sportlich
- abenteuerlustig
- mögen anarchische Strukturen
- wollen einer Gruppe angehören
- finden ihre natürliche Schönheit nicht genug
- haben genügend Geld, um sich exklusive Produkte leisten zu können
- in EU bei professionellen Pflegeprodukten nicht angesprochen
Stereotypes
Defining and analyzing personas / stereotypes
Definition based on Social Models
Definition of the target group based on Maslow's hierarchy of needs
Definition of the target group based on the Sinus-Milieus
Target group analysis through Maslow's pyramid of needs:
- Seeking their identity and place in society
- Ego need: not finding oneself beautiful enough > being more beautiful
- Ego need: self-realization
- Group affiliation
- Seeking their identity and place in society
- Ego need: not finding oneself beautiful enough > being more beautiful
- Ego need: self-realization
- Group affiliation
COMPETITIVE ANALYSIS
Brands
How do brands visually communicate that are already successfully addressing my target audience?
Analyzing direct and indirect competitors that address the same target audience
Brands: Rip Curl, Supreme, WESC and Kevin Murphy
Brands: Rip Curl, Supreme, WESC and Kevin Murphy
Sample Benchmark Analysis WESC:
- Tonality = Trendy and for insiders only
- Selling emotion
- Show images of the target group having fun in their free time
- Express individuality through color
- Almost no text
- Tonality = Trendy and for insiders only
- Selling emotion
- Show images of the target group having fun in their free time
- Express individuality through color
- Almost no text
Products
Competitor Analysis Products - Overview
Competitive Analysis Products - Defined
Competitive Analysis Products - Defined
Salon products = quiet tonality
Drugstore products = loud tonality
>>> The new brand with the predefined name "East Street" should be placed somewhere between those.
Drugstore products = loud tonality
>>> The new brand with the predefined name "East Street" should be placed somewhere between those.
MARKET POSITIONING
Visualized through the positioning honeycomb
Infographic: Market positioning hub of competitors and the new, fictitious TIGI brand
Competitor selection criterias:
+ Hairdressing salon products from the same price range
+ High quality drugstore products
+ Transparent packaging
+ Hairdressing salon products from the same price range
+ High quality drugstore products
+ Transparent packaging
Infographic: Analysis of market positioning hub with the main competitor, Not Your Mother's, compared to the new fictitious TIGI brand
Main competitor:
- Same target group
- Plans market establishment in EU
- Same target group
- Plans market establishment in EU
Goal of our positioning:
- Clear differentiation
- Clear differentiation
BRAND STRATEGY
