EXECUTIVE SUMMARY

KLEUR TONACITY

KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 1

Drive awareness and generate conversion and loyalty to new

Kleur Tonacity in the UK market.

–Explain who is our target group, who are they (media usage habits, etc.)

and how many (look into demographics in UK).

–Explain who we compete against

directly (cheaper hair dying products) and indirectly (saloons) and what is the

unique selling proposition of our product and the key message that we

want consumers to remember about our product.

–Explain how we want to move to the traditional 70/30 split of TV/Magazines

to include digital in the mix while securing reach and impact.

Engage our consumers through their decision journey using a high reach/impact multichannel communication strategy.

–Explain that we have looked into our target consumer decision journey and have clear understanding of the importance and role of the different touch points (mention

1/2 key touch points at each stage).

–Explain the preferred selected media mix: 50% TV, 20% digital and 30%

magazines and the reason behind it (magazines remain the highest

affinity/impact touch point, TV is high reach but low impact and online helps driving

reach while boosting impact).

–Explain the effect that the chosen media mix has that it has in reach

(+6 percentage points) and impact (increase in message memorability,

likeability and brand recall).

–Explain the rationale behind the creative direction and how will we combine brand and user generated content to drive engagement and remain relevant to our target consumer.

Our optimized media mix will increase the campaign’s reach and impact

while driving engagement and conversion.

We have defined a set of KPI’s to measure success and

effectiveness of each of the key campaign touch points.

–List the agreed KPIs for the different touch points

CHALLENGE

APPROACH

IMPACT & EVALUATION

CURRENT SITUATION AND PROBLEM STATEMENT KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 2

Going to the salon for professional hair colouring is time consuming and expensive.

For women that are busy juggling their jobs, families and their social lives this means that they might not always look as good as they possibly could. As a result, the perception that others have of them, their self-confidence,

or their purses, may suffer.

They need a product that they can be easily applied at home, whenever they want, that will guarantee a salon-lasting, multi-tonal effect.

Our target customer is a time poor, income rich, working UK woman, aged between 30 and 60, who likes looking and feeling her best all of the time. This is a digitally savvy group, spending 10+ hours per week browsing the web,

increasingly via their smartphones.

Digital channels (for engaging and selling) can introduce these women to Kleur Tonacity, a revolutionary salon-quality home product, that’s also competitive in comparison to salon prices. They will understand how great

their new hair colour will appear without the risk associated with pre–existing, and inferior, products and mostly without the trip, time and high costs of going to the salon. And buying online the can also cut department store time.

This will make a lot of British women happier and will drive Kleur Tonacity awareness, trials and ultimately purchases, leading to brand loyalty and advocacy.

Making professional hair colouring at home easy and convenient

DYNAMIC CONSUMER JOURNEY KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 3

STIMULUSTraditional

and digital media,experential

-Style mags-Television

-Display ad banners-Adwords leading

to a unique landing page -Online relevant blogs

-Online influencers discussing product

-YouTube videos -FaceBook adverts

-Twitter adverts when looking at beauty teeters

-Mobile and tablet ads

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ZMOTWeb

FMOTDept stores

(perfume-skincare)andonline

SMOTHome application

UMOTOnline and experential

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-Official website, forums, -Tutorials on website (owned-limitless)

-Tutorial YouTube videos -Reviews on website and social media

-Social media buzz by others (comments, shares)

-Site comparisons (uncontrollable-earned)

-YouTube videos by YouTube celebs-Social media (discussions, adverts)-App in which consumer can create

an avatar to check their look

-Instore and online advisors -Package+qrcode+iphone

-App for color check -Pop and window print/video display

-Guerrilla intervention (out of store)-Retailer sites

-CRM-Online advisor

-Effective and friendly instruction sheet

-Colour application instrument and product

-Assistance call number

-Social media, forums -Wom

-Customer created content-Newsletter

-Loyalty/advocacy promotion scheme

BARRIERS-Not heard of a superior

home hair colour kit-No brand awareness

TRIGGERS-“I could save

a lot of money if I could dye my hair at home”

BARRIERS-Who is Kleur?-Why Tonacity

-What do others think-Many other brands

such as Toni and Guy

TRIGGERS-With Tonacity you get salon

coloring for at lower price-“Mmmm, lets have a look”

she says as she seeks info from her friends

and the internet -Buzz in the internet

BARRIERS-Risk that the product

won’t do its job-Inability to understand how the product works

TRIGGERS-Value for money

-Special offers-Explain functionality

BARRIERS-No validation that it worked

-Problems faced when applied

TRIGGERS-Stay connected with them-Share tips and suggestions

BARRIERS-No reason

not to switch brands-Probs along the CJ

TRIGGERS-Stay by the side of our

customers-Reward them for

their loyalty

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CREATIVE KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 4

STIMULUS/ZMOT/FMOT/UMOT

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FaceBook/Instagram competition:

Colours We Wantusers photograph nature elements

to show what new colours

they want.

Vine video competition:

Creativity at WorkApplying TONACITY,

users can sing, act, dance, or even better, be creative in their own way.

FMOT

Shop window interaction:

webcam + kinetics + giant screen

implementing the app experience on giant screen(day and night engagement

of street walkers).

CREATIVE STRATEGY

The women we are targeting,

let’s face it, suffer from the

frustration that they have

high income but little time

for family and fun.

This creative strategywants to make them

forget for a while their frustration through humorous messages(see the 3 ad themes

at near right).

The same effect will be achieved

not only by seeingbut also by doing

and having funthanks to an original,

creative and engaging series of

user-generated concepts(see 3 themes at far right).

Hairdressers will start getting “nervous” for numerous appointments cancelled.

More serious issues to take care of rather than going to the salon.

Nostalgic of days when women had time for the salon.

Packagewith QR code.Photo of hair is

on back.

Download nowthe free

tonacity appthat helps you

see yourself with our colours before

application.You can also send the pics

to friends!

+

MEDIA MIX RELEVANCE - REACH & QUALITY KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 5

FOR THE TOTAL ATL INVESTMENT OF 7 MILLION WE SUGGEST AN OPTIMIZED SPLIT OF 50% TV, 20% DIGITAL AND 30% PRINT. DRIVING HIGHER IMPACT AND +6 PERCENTAGE POINTS IN REACH.

COMMENTS: CALCULATIONS MADE WITH THE YUME REACH CALCULATOR BASED ON A WOMEN 35-54 TARGET

PRINT: LYFESTYLE MAGAZINES

INVESTMENT: 2 MILLION

TRADITIONAL SCENARIO

100% TV

29.9% 34.6% 36%

90% TV + 10% DIGITAL 70% TV + 30% DIGITAL

CONSERVATIVE SCENARIO AGGRESSIVE SCENARIO

INVESTMENT: 5 MILLION

TV vs. DIGITAL

Despite its limited reach, Print (Women magazines) remains the media with the highest impact, affinity and purchase conversion for our target group. Therefore suggest full

visibility all year round and believe we should maintain the relative weight of this touch point in the media mix .

Despite TV has the highest reach by far, its impact is lower. It is proven that a multi screen strategy increases the

memorability and conversion rate of a campaign while securing its reach. We recommend to shift part of the strong

TV investment to digital. See optimized mix below.

- Working busy mother- Economically savvy- High incomer- Tech Savvy- Cares about appearance and quality- Time saving mom who like shopping- Watch TV series- Listening to radio before, during and just after work.

- Moms influence each other- Most of them are over 35- Fond of following brands, news and celebrities- Affected by celebrities- UK Millennial moms are 20% more digital than Generation X moms

Source: 2012 UK media Mom

Source: 2013 UK Social Media Mom Report Source: 2013 UK Media Mom Report

Source: 2013 UK Social Media Mom Report

MORE AND MORE WOMEN USE INTERNET, EMAIL AND SOCIAL MEDIA

SOCIAL MEDIA

50% USE OTHER PLATFORM (EACH)

80% USE FACEBOOK AND YOUTUBE EACH

88% OF UK MOMS USE SOCIAL MEDIA (MOST OF THEM BETWEEN 18-34)

OUR TARGET WHY DO WOMEN FOLLOW BRANDS ON FACEBOOK?

USE OF INTERNET, EMAIL AND SOCIAL MEDIA

WHAT MOMS DO USING THEIR MOBILE PHONES

AVERAGE DAILY TIME SPENT FOLLOWING MEDIA

0,1 NEWSPAPERS

0,2 ONLINE TABLET

0,9 RADIO

1,4 ONLINE SMARTPHONE

2,4 PC

3,3 TV

67% TO GET INFO ABOUT OFFERS AND DISCOUNTS

43% TO FIND OUT ABOUT NEW PRODUCTS

19% FOLLOW BRANDS THEY ALREADY KNOW

17% TO ENDORSE THE BRAND TO OTHERS

58% USED A MOBILE COUPON

39% SEARCHED FOR PRODUCTS

34% TEXED OR EMAILED A PHOTO OF A PRODUCT TO SOMEONE ELSE

24% USED A RETAILER SPECIFIC APP

23% SCANNED A PRODUCT CODE

13% POSTED TO A SOCIAL MEDIA SITE ABOUT THE PRODUT

50% AVOIDS ADS ON TV

36% AVOIDS ADS ON SMARTPHONES

14% PAY ATTENTION TO ADS

MEDIA MIX RELEVANCE - USAGE HABITS KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 6

MEDIA MIX RELEVANCE - THE ROLE OF DIGITAL KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 7

SHIFTING 30% OF THE TV INVESTMENTS INTO DIGITAL WILL ...

INCREASE THE CAMPAIGN IMPACT1

MAKE IT MORE INTERACTIVE AND RELEVANT3 IMPROVE ITS PURCHASE CONVERSION4

MAKE IT MORE VISIBLE AND ACCESSIBLE 2

Source: PWC, Measuring the effects of online advertising. 2010 Source: PWC, Measuring the effects of online advertising. 2010

METRICS FOR MEASURING CAMPAIGN SUCCESS KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 8

STIMULUSTraditional

and digital media,experential

-Adwords leading to a unique landing page -Online relevant blogs

-Online influencers discussing product

-YouTube videos -FaceBook adverts

-Twitter adverts when looking at beauty teeters

-Mobile and tablet ads-TV and stlyle mags-Display advertising

TO

UC

HP

OIN

TS

ME

TR

ICS

ZMOTWeb

FMOTDept stores

(perfume-skincare)andonline

SMOTHome application

UMOTOnline and experential

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-Official website, forums, -Tutorials on website (owned-limitless)

-Tutorial YouTube videos -Reviews on website and social media

-Social media buzz by others (comments, shares)

-Site comparisons (uncontrollable-earned)

-YouTube videos by YouTube celebs-Social media (discussions, adverts)-App in which consumer can create

an avatar to check their look

-Advisor online and offline

-Advisor online and offline -Newsletters

-CTR, Opening Rate

-Package+qrcode+iphone-App for color check

-Pop and window print/video display

-Guerrilla intervention (out of store)-Retailer sites

-Live Chat

-Effective and friendly instruction sheet

-Colour application instrument and product

-Assistance call number

-Social media, forums -Wom

-Customer created content-Newsletter

-Loyalty/advocacy promotion scheme

METRICS METRICS METRICS METRICS

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- website hits- keyword search

- referral sites- organic search trend

- shares and likes on the beauty blog and videos

- media impressions- no of subscribers

-impressions- brand recall

- social volume- site visitors

- new visits vs. recurring- time on page- bounce rates

- youtube views- tutorial views/shares

on website- no of app downloads

- sales growth percentage for a specific time scale

- QR code scans- app usage

- video/print display impressions

- no of leaflets claimed for service/discount exchange

- causal attribution- cost per acquisition

- entrance sources

- people who asked for more information

- public surveys, reader surveys

- measure conversions- look at social conversations

and find out if there has been an increase in

social mentions- no of satisfacion

questionnaires filled in- brand favorability- purchase intent

METRICS

- measure who has referred, testified

- survey-tracking clicks on emails,

subscribers, coupon promoting tracking

- brand consideration- sentiment analysis

71% of women research purchases online before buying offline.

Educating the consumers and in-store sales personnel.

Getting the consumer attention and enhancing the shopping experience.

Reaching the customers at the time of decisionin order to reach a successful digital in-store media

- Number of claimed printed coupons- Number of claimed e-coupon - Questionnaires and survey pre and post purchases- Loyalty scheme- Qr code on in-store banners & displays- Mobile app hair colour scan and check- Mobile app local retailer search

A PROPER IN-STORE STRATEGY CAN BRING UPLIFT IN SALES FROM THE 19% UP TO 145%.

70% of shoppers make purchasing decision in the store.

BUT...

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IN-STORE TRAFFIC AND SALES KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 9

OUR TARGET

MORE AND MORE SHOPPERS ARE USING THE WEB AS A VIRTUAL SHOP THEN BUYING THEIR GOODS ON THE STREET

Source: Point of Purchase Advertising Institute

90% of consumers haven’t interacted with any retailer’s Facebook, Twitter or mobile site.

Source: GSI Commerce Survey, Forrester Research

30% of shoppers are more likely to buy when interacting with a mobile website, app or service.

APPENDIX

DETAILED MEDIA PLAN

KLEUR TONACITY MARKETING PROPOSAL — MARCH 2014 BLUE 4 / PAGE 10

OUR TARGET

HOW TO WINJUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN A&P %split

Activities around products Link:SOB

Launch product

Marcom activation (based on RCQ learning’s)*

ATATL PR x 3%

ATL TV (content + media) x 5%

ATL Print (trad media) x 10%

ATL Digital (cont + media) x 10%

Official website x 10%

App x 10%

Social media x 10%

Search (digital) x 10%

In store: demonstration x 5%

In store: displays x 10%

In store: category mgt x 5%

Exhibitions/shows/events 2%

Sponsorship 5%

Professional marketing 5%