3/25/2014

VO5 REPOSITION A PRODUCT THROUGH IMC

Melissa Boland c00162634

Michaela Fitzpatrick

Aoife Lennon c00142570

Contents DECLARATION..................................................................................................................................................... 2

Company Choosen: Vo5 ........................................................................................................................................... 3

Vo5 History ................................................................................................................................................................ 3

Brand Audit ............................................................................................................................................................... 4

Customer Segments/Target Market ......................................................................................................................... 7

Customer Persona ..................................................................................................................................................... 8

Re-brand of product .................................................................................................................................................. 9

Objectives ............................................................................................................................................................... 10

SMART Communication Objectives ........................................................................................................................ 10

THE BIG IDEA ........................................................................................................................................................... 11

Communication mix ................................................................................................................................................ 12

PR ............................................................................................................................................................................ 12

Press Release: ......................................................................................................................................................... 12

VO5 to be official partner of VIP Style Awards 2014 ............................................................................................ 12

It was announced today that Vo5 will be the official partner of VIP magazine’s Style Awards 2014. ........... 12

Advertising .............................................................................................................................................................. 12

Online Marketing .................................................................................................................................................... 14

Personal Selling ....................................................................................................................................................... 14

Sponsorship ............................................................................................................................................................. 15

Media plan schedule & Budget ............................................................................................................................... 16

References .............................................................................................................................................................. 16

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INSTITUTE of

TECHNOLOGY

CARLOW

Company Choosen: Vo5

Vo5 History

VO5 was launched in the USA in 1955 by Alberto Culver. Approximately 40 years later, in 1993, VO5

was launched on the Nordic market. VO5 is an innovative brand that has constantly reinvented itself

over the years in the form of exciting new designs and formulas.

V05 for the hair you’ve always wanted

VO5 is renowned for its unique blend of five healthy vitamins creating a nutritious shampoos and

conditioners for your hair, which smell wonderful. It’s no wonder that V05 is the leading hair care

brand in the U.K and U.S, among other countries. VO5 strives to lead development trends with new

product innovation and offers. As the manufacturer of VO5 in the Nordic region we are therefore able

to benefit from the global brand name, while at the VO5 offers a broad range of products including

hair care in the form of shampoos and conditioners as well as styling products – so you can have the

hair you’ve always wanted

Brand Audit

Current strategy current position, tag lines, target market, competitors analysis.

Vo5 provide a wide range of hair based products to their target market which is 24+. Some of

the products include; shampoo, conditioner, hair gel, hot oil etc.

Vo5 are based in the middle of the market at an affordable price range for their products.

Some of the brand attributes of Vo5 are; healthy, smooth, natural, 5 essential vitamins.

Brand values Vo5 brand is essentially built around having the five vitamins in their products.

These five vitamins include; Vitamin E, C, H, B5 and B4. This is how vo5 actually got its name;

vo5 = vitamin oils 5. Vo5 describe their brand as “unique with a modern twist”.

The brand is based around natural products. Vo5 try to portray the natural ingredients through

to their customers. Thye do this through the 5 essential vitsmins but also on their website they

have a list of “revitalizing oils” that are natural ingredients that may help your hair. Examples

include; Aloe vera; has excellent moisturizing properties, Quinoa; packedw with amino acids,

Honey; natural hair moisturizer, Red algae extract; a natural hair conditioner, Papaya; Rich in

protein and vitamin, Brocolli seed extract; imparts shine and gloss on your hair, Soy protein;

Penetrates hair easily, Sweet almond; substantive moisturization, Kiwi; Highly cleansing,

Marigold; Highly cleansing and nourishing, Wheat protein; penetrates hair easily.

These are useful tips for Vo5 customers. This unique selling point of having the five essential

vitamins and all the natural ingredients already listed shows that vo5 has the customers best

interest at heart and is looking to protect and nourish the customers hairs through their own

products. This is an example of how Vo5 builds trust and loyalty with their customers.

The brand vo5 is all about providing inside beauty to their customers. Turning “sloppy inot

chic”. Vo5 explain that no matter what kind of condition your hair is in before you use vo5

products, once you use the products they will be silky smooth and is great condition.

Throughout the years, vo5 learned that not all women are the same and therefore they must

create different products to suit their target market. For example some women want to cherish

their hair colour, maximise volume, reduce dandruff and so vo5 have a variety of shampoos,

conditions and other products available to provide their customer needs. Vo5 shamppoos and

conditioners have “Adaptive Haircare Technology™” which releases nourishment to you hair

only when in need of it. “.It treats your hair differently to everyone else’s”.

When advertising Vo5 uses a very professional advertising strategy to aware customers that

celebrities and pop stars are familiar with their products, they do be very salon-inspired to

highlight that the salons use their great products as they know they will be good for their

customers also. Although vo5 are portraying their product to be high end of quality they do

advertise that their products are at affordable prices to the average customer. Over 10 million

people around the world buy Vo5 every year

All of these factors build up the brand audit which to summarise vo5 brand in a few sentences would

be as follows; Vo5 is a very customer-orientated brand that only has their customers interest at heart

that provide natural ingredients into their products.

Logo; vo5 logo is a straight line with a curve at each end of it. It symbolises a chunk of silky smooth

hair. It has not changed much over the years as it has a silver line on each side of the line, which is now

changed to gold.

Packaging; range of different shaped bottles and different colours. The latest Vo5 products are in a

pink coloured bottle. The bottles are not clear and all the customer can see is the colour of the bottle.

Slogan; “Your hair is as unique as you are”

Competitors Analysis

Vo5 Tresemme Herbal Essences Fructis

Brand logo

Product image Professional Sexy Fun

Price €5.29 €6.49 €2.84 €4.09

Quality Poor High

Product range Good Wide product range

Wide product range

Good

Company reputation

Packaging Pink & White Black with splashes of colour

Colour-coded depending on benefits

Green

Theme Uninspiring, Professional and affordable

Advertising Professional

Swot Anaysis

Strengths

Well known brand

5 essential vitamins

Use professional advertising

Strong management team

Strong financial situation

S

Weaknesses

Lack of perception of quality

Lack of customer loyalty in Ireland

Brand image is weak

Not innovative

Weak online presence

Opportunities

Changing customer perception of brand

Gaining Irish market share

Better loyalty schemes available to

customer

Greater online presence

Innovation

Threats

Competition in Ireland

Competition has greater loyalty schemes

Cheaper technology

Price wars

External changes

Customer Segments/Target Market

Vo5 shampoo was launched in 1955. It was originally created as a product for Hollywood’s leading

ladies to treat their hair after intensive styling sessions on movie sets. The actresses it was aimed at

were Marilyn Monroe, Audrey Hepburn, Susan Hayward and Grace Kelly, among others. At the time of

vo5’s launch, these actresses would have been in their mid-to-late 20s.The general female population

of a similar age to these actresses would also buy this product.

Target audience for Vo5 repositioning:

Females in their early 20s (college students)

Take pride in their appearance, very into fashion and beauty

Have part time jobs

Read lots of beauty and fashion magazines

Would be brand loyal and price wise

Customer Persona

Persona

Basic Information:

Name: Courtney O’ Reilly

Age: 20

Height: 5ft 4

Appearance: Blonde hair, blue

eyes and a small physique.

Address: Carlow

Occupation: 3rd level student

Courtney has a big group of friends however she is very unique and would

consider herself to be very individual. In Courtneys spare time, she enjoys

reading Kiss magazine, going to the pub with her friends on a Saturday night,

jogging, walking her dog, shes into her fashion and loves to take care of her

hair, reading through beauty blogs and listening to music to relax herself.

Courtney is a big social network user in particular a Facebook user. She also

enjoys reading up a lot on beauty products as she finds it very interesting

but also helps with her part time job that she is passionate about.

Courtney loves to get her hair done. She attends the

Blowdry Parlour in Carlow as she finds the staff to

have great experience and good product knowledge.

Courtney and her mother are very close and go

shopping every Saturday after Courtney is finished

work. Courtneys mother also gets her hair done in

this place.

One of the main reasons Courtney and her mother

get on so well is because they are very alike. Their

personalities and attitudes towards life are very

similar.

Personality:

Outgoing

Stylish

Carefree

Glamorous

General Information:

Courtney is a bubbly 20 year old who

lives on the outskirts of Carlow town in a

small estate with her parents. She is

currently attending a four year course to

achieve an honours degree in Business

with HRM. She is currently in third year

and her results are very impressive.

At the weekend, Courtney works in Sam

McCauleys in Carlow. Her department is

the beauty counter. Courtney loves her

job and is very good at directing people

towards beauty products as she has a

very good product knowledge on beauty

products.

Attitudes towards life:

Very interested in looking after herself.

She cares a lot about her hair and skin.

Courtney cares a lot about what her

hair looks like as it is the first thing a

person sees and also how people

recognise you.

“Your hair means more than what you wear”

Courtney is a proud owner of a bicheon

fries and brings for walks in the

evenings.

This persona is created around our

new target market 18-24 year olds. It

is the type of people that Vo5 would

be relaunching its products towards.

This persona is based on research

(http://www.vo5haircare.com/vo5-

story/)

Re-brand of product

Image:

The new image for vo5 is a luxury glamorous shampoo. It is a plastic bottle

with a gold cover. This gold cover is used to make the product stand out

on the shelves, be unique and catch the consumer’s attention. It has pink

diamonds along the V of the brand Vo5. This highlights the glamorous side

of the shampoo as the gold indicates the luxury side of it. The shampoo

itself will be in a variety of colours depending on what shampoo one

decides to purchase for example for damaged hair the shampoo colour

would be pink, for dandruff hair the colour would be green and for

coloured hair it will be blue. The conditioner will be presented the same.

Packaging:

The packaging of the Vo5 will now be presented in a gold bottle to the customers. It can be purchased

individually by the customer. The conditioner will also be in a gold bottle. It will be able to be purchased

individually also however when having special offers we will have both the conditioner and the shampoo

displayed together.

Theme:

The theme we are changing it to is to coordinate the product to the younger market. We are launching the

brand to being a luxury/cool brand instead of what it currently holds which is a very safe and uninspiring theme.

Shelf position:

Vo5 would be positioned at eye level on the shelf for the first few months after being launched. Although this

can be quite expensive, it would be necessary to place the product here as it needs to grab the customer’s

attention from the start. The shampoo and condition will be displayed together so the customer can purchase

both if they wish.

Objectives 1. Reposition vo5

2. Change towards a different target market

3. Gain competitive advantage

4. More appealing packaging

5. Change current theme of Vo5

The main objective of this project is to reposition Vo5 shampoo and conditioner through Integrated Marketing

Communications in Ireland. Vo5 appeals to the older market 24+. In Ireland Vo5 is perceived as a cheaper brand

lacking quality. Our aim is to improve the perception of the public towards the brand of Vo5 and remove any

doubts about quality as Vo5 brand values lies with including the 5 essential vitamins into their products.

The second objective is to change the current target market of 24+ to a different target market of 18-24 year

olds. The reasoning behind this objective is to change the perception of Vo5 as mentioned. The younger target

market are influenced more easily and can portray the message to fellow peers more quickly through the social

media networks.

Through Integrated marketing communications we would like Vo5 to gain a competitive advantage over

competitors, which is Tresemme and Herbal essences. With the success of the previous objectives, extra sales

would be gained and Vo5 would become more popular in Ireland. With the relaunch, it would boost the sales

and gain a competitive advantage over Tresemme and Herbal essences. Vo5 do have a USP over their

competitors which is the five essential vitamins that they include in their products.

The current packaging of Vo5 products are pink and white. This is similar to a lot of shampoo available and does

not stand out on the shelves. We would like to create a unique bottle and totally different colour to capture the

customers attention and also to portray luxury image of the brand.

The last objective is to change the current theme of Vo5 which is a safe and uninspiring theme to being a

luxury/cool and modern brand.

SMART Communication Objectives

Specific; Our target market is 18-24 year old women in the irish market. We specifically want to change the

perception of Vo5 brand that is currently held. We are specifically changing the theme of Vo5 which in turn will

change the attitudes of customers.

Measurable; We would look at the media plan to measure sales generated from each advertising method. We

would measure our current target market versus the new target market after each advertising methods to see

what method is most effective to gaining our new target market.

Attainable; the objectives listed are all attainable as we can measure the effectiveness from our media plan to

see what works best to achieve the objections.

Realistic; The new objectives for the company Vo5 are all equally realistic and would gather more of the Irish

market share if attained.

Time-bound; The objectives listed will be for the initial relaunch of Vo5 (July 4th) but it is intended to be ongoing

for the foreseeable future. However these objectives will be reached in the specified time frame.

THE BIG IDEA

Why was this product chosen?

Although vo5 is is well-known it is not a product that is regularly recommended by salons or hair experts. It is

not that popular in Ireland and is seen to be associated with the older target market (24+). Therefore the aim of

this project is to appeal to a younger target market (18-24 year olds). This target market is chosen as it has

never been targeted by Vo5 before.

Our Idea: The main idea of the repositioning of the Vo5 shampoo is associating the brand image with the colour

gold. This gold emphasises the luxury, glamorous and inspiring side to their company. The gold will be on the

bottle, on the Vo5 logo, on the sachets on the KISS magazine, on the Beyonce billboard, on the Beyonce cut out

in shops and of course the golden ticket on Facebook.

Our design: The bottles are displayed by having five in a row in a V shape. One main bottle with four behind it,

two on each side. This display of products is used by Vo5 and the public associates vo5 products with this. It is

essential to carry this display on as it represents the companys main brand values which is the five main

vitamins in all their products (Vitamin E, C, H, B5 and B4). The shampoo will be in a gold bottle to represent

luxury and care for hair. As our target market is the younger market, they care more for their hair and are

willing to spend money for quality. Therefore Vo5 are going to portray this quality through their bottle itself.

The aim of this relaunch is to portray Vo5 as a more modern and up to date brand. Through the relaunch, hair

salons and professional hair experts, for example Dylan Bradshaw and David Marshall would recommend Vo5 to

their customers.

How to sell Vo5 to new target market; Online marketing is the biggest area in which Vo5 can advertise their

product as they young generation are constantly online. Traditional advertising would also be ideal as there is a

large market of irish readers. Through the knowledge and awareness of our competitors, Vo5 would advertise

uniquely. When advertising towards the target market, Vo5 would be fun, quirky, exciting images and music.

Communication mix

The communications mix refers to six specific methods used by a company to promote their

products/services and to promote the company itself towards the target market.

PR

Press Release:

VO5 to be official partner of VIP Style Awards 2014

1/03/2014

It was announced today that Vo5 will be the official partner of VIP magazine’s Style Awards 2014.

This year’s awards will take place on Sunday March 23 in the Shelbourne Hotel in Dublin. Hosted by Karen Koster and Keith Duffy, it promises to be a stylish, fun-filled night.

Olivia Kirby, Vo5 brand manager said “It’s exciting news for fashionistas and for us. Vo5 is all about having great hair and partnering with the VIP Style Awards gives us a new lease of life.”

There will be a Vo5 interactive booth at the awards, which will be streamed on YouTube, where you will be able to get tips on using Vo5 products.

-Ends-

-Siobhan Gallagher, Vo5 marketing manager.

Contact details; T: 0876644226 E: sgallagher@Vo5.ie

Unilever is a global company that owns over 400 brands. Olivia Kirby is the Vo5 brand manager. Contact http://www.unilever.com/ or call; T: 0800-888-6666 address; Unilever de Argentina S.A. Alf. H. Bouchard 4191, (B1605BNA), Munro, Pdo. de Vicente López, Pcia. de Buenos Aires.

This is a press release that will appear in the womens section of the Irish Mail and the Independent. It

will reach 203000, however print and online would reach 229000. Although it’s a traditional method of

advertising, it is evident that it will still reach a large market and the option of reading it online is

available.

Advertising Billboard:

The main repositioning of Vo5 is for the Irish Market. Therefore there will be 52 billboards of Beyonce

billboards displayed in Ireland, which is nearly two in every county. This purpose of this advertisement

would be to encourage people to log onto a social media network (Twitter and Facebook) to enter to

win the GOLDEN ticket competition. However the main purpose is to advertise the brand new image.

The Golden ticket is a social media

competition to encourage people to “like

comment and share” vo5’s picture which

is the same picture as the billboards. They

must also enter their email addresses into

a provided area under the photo. This

information will be then logged onto a

database for future promotions. The aim

is to get people promoting the vo5 brand.

The people who do this are in with a

chance of winning two free tickets to the

relaunch night of vo5. Beyonce will be

present on the night and the golden ticket

allows the lucky winner and a friend to

attend the night and meet and greet Beyonce.

Expose:

The repositioned Vo5 shampoo will appear on Expose for the first week of June and then a follow up two weeks

later. This advertising would reach our target market of 18-24 year olds. This would increase product awareness

and increase sales.

Television Advertisement:

Vo5 advertisement will appear on air in the months coming up to the launch night May, June and July. The

launch night is on July the 4th. It will be a thirty seconds advertisement featuring Beyonce using the vo5

shampoo and conditioner. The background song will be “Halo” which is one of Beyonces greatest songs, as she

sold 650000 copies in the U.K. (as of July 2013) which was her fourth biggest selling U.K. single and peaked at

number four in the irish charts. There will also be another television advertisement in October, November and

December leading up to Christmas.

Radio Advertisements

There will be a radio ad featured on Beat every morning at 8.30am. According to the latest, Joint National

Listenership research records 90000 listeners between January and December 2013. This ad would reach the

new target market of 18-24 year olds as they would be on the way to college/work/school. It will be aired for a

week in May (25th-31st). Towards the end of the ad, Vo5 will be encourage listeners to log onto facebook for

their chance to win the golden ticket. It will be a thirty second slot at 8.30am.

“Would you like your hair to look shinny, smooth, silky, strong and sexy? Vo5 can solve all your problems, just log

onto www.vo5.ie. Don’t forget to log onto Facebook for a chance to win that golden ticket”

There will be another radio advertisement from 22nd June till 4th July. This will remind the target market about

the competition available and the launch of the repoisitioning of Vo5.

Online Marketing

Beaut.ie/Her.ie/SoSueMe.ie

These are online blogs that will feature a review on the Vo5 shampoo and conditioner.

Facebook:

Over a billion people use Facebook to connect. Based on their location, age and more,

On desktop and mobile; Vo5 would reach people where they’re

engaged. Facebook is on three of every four smartphones and

more than half of people on Facebook visit every day.

More efficiently;Most online advertising reaches only 27% of its

intended audience. Facebook’s average is 91%. your business gets

more value from every ad. Vo5 have a Facebook page where they

can advertise for free. However we would have Vo5 appear on “Recommended pages to like”.

The Golden Ticket competition will also be advertised through Facebook.

Personal Selling

Kiss magazine:

Kiss Mag goes Gold with V05.

In every KISS magazine for the month of July, each KISS customer

will get a free sache of vo5 shampoo. In every magazine there

will be a golden ticket with a unique code on it. One must

download the free Vo5 app and they can then scan in their code

to see if they have won the golden ticket. This would boost the

Vo5 app users. Within this app, there will be a blog to talk and

ask each other questions. There will also be real life customers

that can post their own tutorials on how to use certain products

and their experiences with the products.

Selling in Shops :

Selling in all grocery supermarkets with a card board cut of

Beyoncé.

Introductory offer; get two treatment oils sample free and sign

up for a chance to win a VIP trip to see Beyoncé in London and

a meet and greet with a special back stage pass and also with

500 euro spending money .Text the no 53698 . The sign up

sheet will be beside the stand and customers must enter their

email address to ensure they are in with winning a chance for this great prize. Again this would

increase the database of customers for future promotional offers and increase awareness about the

repositioned shampoo and brand.

Sponsorship

The VIP Style awards

We will sponsor The VIP Style awards. Karen Koster from Expose will be

hosting it along with Keith Duffy. We have gave a bottle the new shampoo to

some of the celebrities that will attend the night for example Lisa Cannon,

Glenda Gilson, Laura Whitmore and Katherine Thomas and Suzanne Jackson.

The Vo5 crew will be present on the day and there will be a special Vo5

booth for potential customers to come in to watch prerecorded tips and

experiences that the listed celebrities will have given. This is something

totally different to anything Vo5 has done before.

Media plan schedule & Budget

Jan

Feb

Mar Apr May

June July Aug

Sept Oct Nov Dec

Print Media

Newspaper

Magazine

Electronic Media

Radio

Television

Cinema

Outdoor Billboards

New Media

Phone Apps

Facebook

Webpage

Platform Media

Celebrity endorsement

Sponsorship

PR Launch event

BTL In-store promotions

Intro price

½ price

½ price

Cost per year

Print Media Newspaper (Irish Independent, Irish Daily Mail)

Full page colour €19500 €10000

Magazine (KISS) Full page colour €3400

Electronic Media Radio (Beat 102-103) 30 second slot (€63) for 2 weeks

€882

Television (In Expose, After Home & Away)

Free €44000

Cinema Core Audience Package €9995

Outdoor Billboards 18-26=€410 (we are having 52 billboards)

€820

New Media Phone Apps Create and maintain €4000

Facebook Free

Webpage Hosting of webpage €120per year excl vat

Platform Media Celebrity endorsement (Beyonce)

€50000

Sponsorship (VIP Style Awards)

€15000

PR Launch event (300 people) (The GOLDEN TICKET prize Refreshments Decorating Invitations Goody-bags

€90x2 for Beyonce Samples

€180 €5000 €2000 €200 €500

Total before discount: €165597

30%: €49679.10

Total amount: €115917.90