brand - sprint
DESCRIPTION
introducing sportswear for women- servis cheetahTRANSCRIPT
PowerPoint Presentation
Introduction - BriefServis CHEETAH introducing sport shoe for womenA quarter plan to sell joggers and trainers to womenTo target upper class
TaskHow to take forward Cheetah Woman
Branding strategy Brand name SPRINTTagline Discover YourselfSub-brand of Servis CheetahReasonsMismatch between current personality of Servis Cheetah and target marketMismatch between brand associations of Servis Cheetah and target audience
Discover YourselfSTPMismatch between current personality & Brand associations SegmentationDemographic Locality, gender Psychographic Income, LifestylePositioningTo position Sprint as a premium brand Target marketWomen (20-40) Upper class
Pre-Launch campaignPurpose Build up Curiosity & Interest Subtle hints of health & fitness Strategy #DiscoverYourself
1. Outlet redesigning 2. Parks3. Social Media campaign
PARKS: Islamabad: Race course, F9Karachi: Zamzama parkLahore: Model Town park, Cantt Polo groundSOCIAL MEDIA CAMPAIGN:Hashtags and teasers on facebook and twitter6
PRE-LAUNCH POSTERS TEASERS/BILLBOARDS
Launch Campaign: GET SET GOConcept
Intercity Regional Competition ( North, Central, South) Download the SPRINT App log the data and chalk up the milesEarn points that would be redeemed as discountsThe miles from each city (all runners) will form the accumulative totalPromotions and Offers will be offered to regional and individual winnersWebsite/App would have the miles counter#HealthierWomenPakistan #DiscoverYourselfCAMPAIGN PRE- LAUNCH POSTERS
CAMPAIGN POST LAUNCH POSTERS
Sprint AppCustomer DataTrack activities (daily running self/others/ Mapped via gps))Share photos (your running stats on website/facebook/ twitter)Coach tips (health tips from various experts)Health facts (Calories burned, BMI)Shop
Campaign 2: Sunday SprintsCollaboration with Restaurants to add calorie count on their bill receiptsThat receipt acts as an entry pass for a Sunday morning jog/walk with SPRINT team (for women only)On successful completion of the walk/jog 3kms. Discount voucher: 20% Benefits:Awareness of brand and Get Set GoEncourage women to come out
Brand personalityI am Maria, I am 30 year old housewife and a mother. I am passionate about working out and jogging as it gives me an opportunity to spend some time with myself and think about the things I want to achieve.I am an outgoing woman who likes to travel, meet new people and explore various places.
I usually spend my weekends at club to dine out, meet friends and spend quality time. I am a brand conscious person with focus on quality and comfort.
I am not afraid of any challenges in life as they help me to realize my potential.