crosscut advisory proposal to global fragrance brand
DESCRIPTION
Crosscut Advisory proposal to a global fragrance brand for strategic developmentTRANSCRIPT
TMTM
SelectNY Proposal: Fragrance Exploratory
Crosscut Advisory Partners, LLC.
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
Confidentiality
Crosscut will hold all information gained from SelectNY under the strictest
provisions of client-partner confidentiality. Crosscut’s principals and
representatives will keep any, and all information, confidential, and will not
divulge to any third party.
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.1
SelectNY is an astute global luxury strategic communications concern. Its
Chief Strategic Officer, Wolfgang Schaefer, has requested Crosscut develop
an approach outlining how it would logically interrogate, and find new
insights in the consumer fragrance category.
Crosscut principals have prior experience in fragrance, specifically,
developing the strategic platforms for Hugo Boss V, Rocawear 99, and
start-up leadership in men’s grooming. Crosscut will leverage this
experience for this engagement.
Background
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.2
Objective
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
Crosscut will discern new Culture contexts
and insights relating to the awareness,
consideration, purchase, and consumption
of fragrance. The primary premise of this
objective is to ascertain what consumer
attitudes and behaviors are shaping the
Culture of fragrance, and how.
We will evaluate and analyze the fragrance
market, consumer, product, and experience,
in order to identify relevant and emergent
consumer tangents.
This customized approach consists of
CrosscuttingTM
, a proprietary quantified
measure of Culture in markets, layered on
top of Crosscut’s strategic methodology -
Evaluate, Measure, Apply - will identify
alternative leading directions for fragrance
brand marketers.
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© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
Deliverable
Crosscut will deliver a business opinion
and strategic recommendations via a
comprehensive Power Point deck and
presentation, including sources, findings,
insights, and implications.
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Crosscut Methodology
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
Cut 1: Evaluate
Review and interrogatecategory, market,consumer, channel,product, brand data
Define Culturedimensions to track +Qual research
Cut 2: Measure
Crosscutting Process
Audit of category KeyPerformance Indicators:Drivers of Purchase
Identify and correlateCrosscuts to category
Extract simple outputs,recommend direction
Cut 3: Apply
Apply Culture tobusiness and revenuemodels as Market-Performing CultureIntelligence
POSITION NEWFRAGRANCE
CULTURE INSIGHT
EXTEND AND STRETCHFRAGRANCE
CAGTEGORY/EQUITY
ADOPT ANDCOMMUNICATE
RELEVANT CULTUREBEHAVIOR
LEVERAGE CULTURE TO
INCREASE CONSUMERTARGETS
INFLUENCECATEGORY VALUE
PROPOSITION
REASON TO BELIEVE
FOR PURCHASEDECISIONS
MANAGE BUSINESS
AND BRAND RETURNSVIA IMPLICATIONS
1 2 3
4 5 6
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Qualitative Approach
Crosscut will utilize a mix of qualitative and quantitative research
methodologies to begin to decipher where fragrance is headed, and why.
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
Focus Groups
ExpertInterviews
OnlineQuestionnaire
NYC-based focus groupcompromised of Heavyfragrance users, maleand female. Objective:Attitudes, Behavior,Perception, Usage
One-on-one interviewswith leading
practitioners infragrance development,marketing, branding,trade, and academia
Comprehensive onlinequestionnaire designedto test hypothesis and
new learningsregarding fragrance
insights andexploratory areas
ShopperAnalysis
Shop-a-long trips withfragrance-involvedconsumers; Store
observations
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Quantitative Approach - CrosscuttingTM
Crosscut will poll approximately 50-100 consumers to identify what
dimensions of Culture for fragrance are most relevant today, and what will
motivate them to seek new fragrance experiences tomorrow.
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
Commerce
AUTOMOTIVE
BEER &SPIRITS
CNSMERELCTRONCS CPG DIGITAL
ENTERTAINMENT
ENVIRONMENT
FINANCIALSRVCES
FOOD &BEVERAGE
HEALTH
CARE
HOSPITALITY
MEDIA &PUBLSHNG
QSR &CAS
DININGRETAIL
SOCIALMEDIA
SPORTSTECHNOLOGY
TELECOMTRAVEL &LEISURE WIRELESS
Culture
CELEBRITYINFLUENCE
CULINARYHABITS
CURRENTEVENTS
DESIGN DIVERSITY
ENVIRONMENT
FAITH FAMILY FASHIONENTERTAIN
MENT
GAMING &HOBBY
HEALTH &FITNESS
INNOVATION
INTOXICANTS
LANGUAGE
MEDIAMUSICTASTE
ROLEMODEL
SEXUALITY SUCCESS
X
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Culture Hypothesis
While Crosscut views the category of Fragrance within Consumer Packaged
Goods, determining which Culture dimensions most influence consumption is more
difficult. Our hypothesis are the following dimensions may be drivers…
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
Culture
CELEBRITYINFLUENCE
CULINARYHABITS
CURRENTEVENTS
DESIGN DIVERSITY
ENVIRONMENT
FAITH FAMILY FASHIONENTERTAIN
MENT
GAMING &HOBBY
HEALTH &FITNESS
INNOVATION
INTOXICANTS
LANGUAGE
MEDIAMUSICTASTE
ROLEMODEL
SEXUALITY SUCCESS
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Areas of exploration
Brand awareness and trial
Brand image and fragrance attributes
Consumer demographics
Consumer usage behavior
Sales channel mix
Seasonality, gifting, ancillary
Innovation
Adult, teen shopping incidence by retail format
Product merchandising
Advertising and communication
Adjacencies and other factors
Gender perceptions
Aroma and scent profiles
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.9
Key consumer variables to examine
Adoption
Affinity
Awareness
Esteem
Loyalty
Persuasion
Preference
Purchase
Recall
Respect
Retention
Trust
Value
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.10
Timeline
Crosscut can fulfill this proposed research scheme in 30 working days:
W/O April 26, 2009: “In field” collecting data (qualitative)
W/O May 3, 2009: Crosscutting (quantitative)
W/O May 10, 2009: Client interim briefing and status
W/O May 17, 2009: Further strategic refinement and development
May 21, 2009: Client presentation
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.11
Benefits to SelectNY
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
The benefits of a Crosscut engagement to explore the fragrance marketplace
accrue to SelectNY as follows:
Leverage Culture to understand fragrance market dynamics
Discover what is driving purchase in fragrance consumption
Identify emerging trends in fragrance and consumer behavior
Modify and refine existing strategic decisions and tactics
Optimize future product launches, communications and strategies
Develop competitive mitigation strategies and plans
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© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
Pricing & Terms
$XX,XXX
Assumes all direct and indirect costs and fee
50% of total due in the first working week (five days from agreement)
Net 15 days for balance due
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TMTM
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.14
Thank you.