communication plan - natura

for

By: Kimberley Denise Zuurbier, Tanya Dobrevska and María Eugenia Errobidarte

miércoles 3 de marzo de 2010

Green LogicWise Innovation Plans

“Green Logic’s main task is to provide companies with clear sustainable strategies, for those who understand the consequences of being

environmentally friendly and know were the future of businesses stands”

Our statement is to provide wisely developed communication strategies to companies, by keeping ethical, conserving an ecological balance by avoiding the unfriedly use of the planet.

“Wise Innovation Plans”


- It’s good for Natura, as we support their brand ideology and yet understand their brand needs.

- Sustainability is our main goal when it comes to designing projects, they can support their project by making public that they work with sustainable agencies.

- In other words, it’s beneficial for both their brand and our agency (vicious circle).

- It’s good for the environment.

Green Logic Good for Natura


Communication Objectives- Educate costumers on how important and helpful it can be to be eco-friendly

We want to change user habits, make them re-think, and realize Natura should be their first option for many of their buying goods.

- Create demand, increase awareness

Reach a wider target, try to influence those consumers which are not that concerned on Natura:

- Not properly informed on the damadge made to the environment.- Many consumers don’t believe one of Natura’s main goal is to keep environmentally friendly. They assume it’s a marketing strategy.


Competitors- No direct competitors that sell essentially the same concept.

- Indirect competitros: The Body Shop Intrépida Mu Muji NKN Nekane


Positioning+ Quality

- Quality

- P

rod

uct

Cat

egor

ies

+ P

roduct C

ategories

NaturaThe Body Shop

Intrepida Mu

NKN Nekane

Product Category: How many categories offeredmiércoles 3 de marzo de 2010

Positioning+ Service

- Service

- B

rand

Con

cep

t + B

rand C

oncept

Natura

The Body Shop

Intrepida Mu

NKN Nekane


SWOT AnalysisStrengths

- Huge range of products. - Eco-friendly.- Strong concept.- Good recognition.- Relevant prices.- No direct competitors. - Relaxing atmosphere.- Recomendable for consumer.

Weaknesses

- Too much products exposed.- Not always following the “eco” philosophy.- Be more ethical and socially responsible.- No interaction with the consumer.- Attract and educate new consumers.- No promotion strategy.


SWOT AnalysisOpportunities

- Enhance the brand.- Strengthen the market position. - Expand.- Improve good will .- Aument the consumer perception of the brand.- Become a leader.

Threats

- New emerging brands sharing the same concept.

NO GREENWASHING

- Educate the consumer - make the consumer feel the rational sense of satisfaction.- Create products with a view towards global consumption for the future.


Brand Concept

Recent Communication Measures - Internet

- “Piensa Globalmente, Actua Localmente” - “Think Grobally, Act Locally”Information/latest news on environmental issues.

- The Natura PriceOrganization for environmental protection or humanitarian-action projects worth 1 million euros.

- Foro NaturaTalk online to natura users.

- Slow MovementAgainst fast-speed - challenging users to consider a slower life speed.

“Natura is a trip for the senses, warm and sensual lighting, earth fragrance, a music from the soul, a journey to far countries, the colors of the world, fusion of cultures... magic objects born from the

hands of a person”.


Brand ConceptFullfils The Following Points

- Directed to daily internet users.- Transmits very well Natura’s brand image.- Offers participation and subscription for updates.- Information of stores and products - new products, sales...

What Needs To Be Done?

- Have more communication actions - in order to increase awareness:They are well connected with internet users but they should include other forms of communication.

What about all those non-internet users?To what extent is their communication strategy effective?

Internet might satisfy a wide range of consumers,but further measures should be taken, in order to improve recognition and consciousness.


Target Group

- Location: Barcelona and other countries- Occupation: All kinds, from business men to first-time workers- Interests: Working, reads interior design magazines, spends times with friends... - Income Level: Average (middle-income)- Shopping Areas: Main streets- Buying Status: Potential - USP: Trend, Price, Home decoration- Brand Perception: Eco – concept not understood completely

Women (18-45 years old) Men (35-45 years old)

Demographic I

Demographic II- Occupation: Green Activists - Ecological Organizations- Interests: Being Eco Friendly, Environmental organizations- Buying Status: Regular - USP: Sustainability- Brand Perception: Eco – concept understood completely


New Target

- Increase Brand awareness- Attract and educate new customers- Buying status: First time buyings

- High Brand awareness- Educate current customer target- Buying status: Rational

USPBuy sustainable products, beneficial for the goodwill of the planet.

Brand perceptionBuying “Natura” products = Making a good contribution to the Planet.

1 2


Communication MessageSuggestions

Be Eco-Friendly for a Better Planet

Natura wants to be perceived by its target as:

- The company that promotes continuously environmental enlightenment.- The company that distributes ecologically conscious products.- The company that provides choices, which are generously better for the planet.- The company that offers differenciation.


Communication MeasuresThe Slow Movement Strategy

Today:

- Modern individuals live in a race where the speedometer pointer determines their existence.

- Rush is the motor of all our actions, speeding it up, making the most out of every single second.

- Worshipping speed does not make us better.

Natura’s Advertising Campaign Philosophy:

- Slow motion reveals the possibility of living life fully but at a slower pace.

“There is more to life than increasing it’s speed”

- Gandhi


Communication MeasuresNatura’s Slow Movement Strategy

Objectives- Rise awareness- Make audience/viewers conscious of the cause - Constructive advertising

Product and Brand Concept- Natura offers a slow movement philosophy, lifestyle, products and service.

Communication Mix- Advertising Campaign- Event


Communication Measures - Advertising The Slow Movement Guerrilla Campaign

- Objective: Brand awareness - Thought provoking concept.

- Strategy: Create buzz on Natura, by:- Word of Mouth- Improvement of Impact on Audience- Increasing Exposure

- Tactics to make Strategy Work:

- Place stickers in urban areas/public places: snail stickers with:- “Give Yourself a Slow Day” - as a slogan.


The Slow Movement Event

- Objective: Brand awareness

- Strategy: Create a news-worthy event with a strong concept in order to create: - Word of Mouth - Media Attention

- Tactics to make Strategy Work:

- Invite celebrities involved in eco-friendly and humanitarian activities - giving the event additional popularity. Example Spanish Guests: Paz Vega, Marta Sanchez, Miguel Bosé...VIP Special Guest: Gwyneth Paltrow- Linking the event with emotion, as it’s for a good cause.

Communication Measures - Event


Timeline

Mon. 6thSeptember 2010

Mon. 20thSeptember 2010

Launch of Slow Movement Guerrilla Campaign

Slow Movement Event

Press Releases on Slow Movement Event (During September)

Press Releases on Guerrilla Campaign (During September)


Estimated Budget for Event and Guerrilla Str.Event Type: Cocktail PartyNumber of Guests: 200Estimated Party Duration: 4 hours

Main Venue Costs: 6000€Accomodation for Guests (estimation 30 guests in hotel): 3150€Invitations: 1000€Transport and Vehicles: 3360€Photo’s and Videos: 1100€Security: 750€Food (includes 6 types of appetizers and 2 desserts): 2160€Drinks (includes catered full bar with bartender): 3768€Decoration (includes rented buffet tables, table clothes, plates, flatware, napkins and glasses, hanging decorations, candles and stringed lights): 3037€Entertainment (includes hired Dj): 624€

Total: 24,949€

Graphic Designer/Illustrator: 500€Printing: 1050€

Total: 1,550€

Total26,499€


Evaluation

As there is a need to rise Natura’s awareness, Green Logic recommends:

-Natura should focus on their social responsability and eco-friendly ideology as it’s their main strength.- With guerrilla marketing, we expect to dig into costumer’s minds, make them re-think on actions and create brand awareness.- With the event, our main objective is to create news, in order to generate media buzz, through celebrity cult.

The brand is missing buzz, insights and brand awareness - lacking promotion.- A reason why Natura could have poor brand awareness could be to it’s lack of direct competition as their is not a big need to promote. We encourage Natura to introduce new communication strategies. Take advantage on the fact that there is lack of competition - and so increase sales and strengthen image.


Thank You


communication plan - natura

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