superdrug designed pres
TRANSCRIPT
Moving at the speed of fashion A presentation XXXXXX
XXst May XXXX
Today’s presentation:
Introduction to the team
The task
What gives Superdrug its edge
The creative work
Key timings & ballpark costings
Discussion and next steps
Superdrug brand values
Up-to-the minute beauty
Natural ability to be on trend with the latest in beauty
Superdrug brand values
Affordability
A champion for great prices
To be replaced
You’re in all the right places, but a disconnection is the reason for low brand equity
.comDare magazineDare magazine
Press Press Events
In-store
You’re in all the right places, but a disconnection is the reason for low brand equity
.com
1528 followers
740 channel views
circulation of 750k
Dare magazineDare magazine
Press Press 73 posts and
78 comments
4142 fans
Events
In-store
What we know about your audience
New is always betterNew is always better It’s got to be fashionableIt’s got to be fashionable …and be a bargain…and be a bargain
Practical ShopperThe bare essentials
Practical ShopperThe bare essentials
Glamour PussThe beauty trends
Glamour PussThe beauty trends
The female desire to look and feel great
The female desire to look and feel great
Our brand proposition
Supply chain
Fashion credibility
Superdrug, for your latest affordable fashion fix
Because:
New products can be developed & in-store in just 2 monthsNew beauty products can be in-store ahead of competitors
As “the most fashion-conscious beauty & health retailer”*, it has the credibility to talk about the latest beauty trends
Our objectives
Use media channels to generate awareness and excitement around Superdrug’s new brand positioning
Use media channels to generate awareness and excitement around Superdrug’s new brand positioning
Build trust and brand reappraisal by allowing consumers to engage with Superdrug in multiple touch points
Build trust and brand reappraisal by allowing consumers to engage with Superdrug in multiple touch points
Direct consumers to purchase environments and drive loyalty
Direct consumers to purchase environments and drive loyalty
Ob
jecti
ves
Activate Engage Convert
A rich brand experience &
authoritative voice
Who is the fashionista?
Credible in fashion and beauty
Glamorous yet accessible
A fun presenter
Who all women would feel at ease with
A results driven approach
Criteria for success A highly measurable results driven approachCriteria for success A highly measurable results driven approach
Increase high street footfallIncrease high street footfall
Uplift in traffic to .comUplift in traffic to .com
Uplift in sales of heroed products Uplift in sales of heroed products
Positive build in brand equityPositive build in brand equity
Uplift in online reachUplift in online reach
A spectrum of fashionistas
Fashion icon/model creds
Celeb and family connections
MODEL / CELEB
Daisy Lowe
A spectrum of fashionistas
Mademoiselle Robot
Credible beauty trend hunter
Girl next door appeal
Established online following; 100,000 unique hits a month
BEAUTY EXPERT
Mademoiselle Robot
The creative idea
Superdrug presents the latest trends, and how to get them at an affordable price, using relevant Superdrug products
Your weekly trend fix
Ensuring only 2 step journey to purchase
Activation Engagement Conversion
TV
Press
eShop
In-store
Social media
Online
Presents this week’s new trend, showcasing the relevant Superdrug products to match
P.O.S
Signposts this week’s new trend, to bring people in-store to purchase the relevant Superdrug products to match