Product Launch : cross trainers

1
Product Launch cross trainers
MAYIC UFEEL

• Laura Hoyle, Mayrilian Cruz Blanco
  FIFA MASTER
• David Turner-Kerr, Tiziano Gaier
  December 2004

2
Scope

• To share our Communication Strategy towards the
  successful launch of a revolutionary product

MAYIC UFEEL
3
Agenda

• Introduction
• Background Information
• Business Context
• External Environment
• Product
• Communication strategy
• Target audiences
• Key message
• Objectives
• Medium / Tactics

MAYIC UFEEL
MAYIC UFEEL
4
Background Business Context

• Established in London in 1963
• Global Market share of footwear market 15
• UK Market share 25
• Indirect Sales Model through retail stores
  worldwide
• Turnover 1.2 billion
• Market oriented
• Brand Values

MAYIC UFEEL
MAYIC UFEEL
5
Background LEPESTC analysis

• Government Health Initiative
• Declining National Health Budget
• Social trends for healthier lifestylebetween
  ABC1
• New latex technology
• Competition
• Insurance policy

MAYIC UFEEL
MAYIC UFEEL
6
Background Product

• Product UFEEL
• Personally moulded cross trainer
• Fitted in store (1 hour waiting)
• Personalised colours
• Brand values state-of-the-art, performance,
  personalised comfort

• Place
• Exclusive deal with JDSports retails stores (UK
  only)

Price RRP 100
Promotion To be discussed
MAYIC UFEEL
MAYIC UFEEL
7
Communication Strategy

• What are our target audiences ?
• Why are they important ?
• What do we want to communicate ?
• How will we communicate ?

Top level view of target audience, message,
objective and media / tactics
MAYIC UFEEL
MAYIC UFEEL
8
Communication Strategy
CHANNEL
DoH
INTERNAL
SHAREHOLDERS
OTHER S
FEDERATIONS
END CUSTOMERS
MAYIC UFEEL
MAYIC UFEEL
9
Target Audience End Customers
MESSAGE
OBJECTIVES
More comfort, more performance

• Raise awareness
• Position brand

MEDIUM / TACTICS

• Press release Launch Event (tabloids/broadsheet
  s) /TV online
• PR Stunt central London
• Sponsorship
• ATL Print and TV campaign (joint with JD Sport
  and gvt)
• Online campaign including OLM, website and viral
  element
• POS merchandise

MAYIC UFEEL
MAYIC UFEEL
10
Target Audience The Channel
MESSAGE
OBJECTIVES
Gain competitive advantage

• Raise awareness
• Drive take-up and demand

MEDIUM / TACTICS

• Trade Press press release and press trial
• Direct sales
• Sales incentives
• Product training
• Provision of POS

MAYIC UFEEL
MAYIC UFEEL
11
Target Audience DoH
MESSAGE
OBJECTIVES
Save costs through reduction in injuries and back
problems

• Raise Awareness
• Develop Recognition

MEDIUM / TACTICS

• Trade press press release and press trial
• Influence opinion leaders through round tables
  and product trial
• Develop and publish case studies
• Key notes at Health Care events and seminars

MAYIC UFEEL
MAYIC UFEEL
12
Target Audience Shareholders
MESSAGE
OBJECTIVES
Return on investment Mayics new cash cow

• Raise awareness
• Encourage further support

MEDIUM / TACTICS

• Newsletter DVD (MD announcement and product
  demo)
• Mass marketing will also touch this audience

MAYIC UFEEL
MAYIC UFEEL
13
Target Audience Internal
MESSAGE
OBJECTIVES

• Raise awareness
• Generate excitement
• Develop evangelists

This is our best product ever
MEDIUM / TACTICS

• Internal trial
• Intranet
• Email Marketing
• Product training elevator pitch
• Internal launch

MAYIC UFEEL
MAYIC UFEEL
14
Target Audience Federations
MESSAGE
OBJECTIVES

• Raise Awareness
• Develop Recognition

Increase participants, reduce injuries and
improve performance
MEDIUM / TACTICS

• Trade press press release and press trial
• Influence opinion leaders through round tables
  and product trial
• Develop and publish case studies
• Key notes at Health Care events and seminars

MAYIC UFEEL
MAYIC UFEEL
15
Target Audience Others
MESSAGE
OBJECTIVES
Innovative, responsible Company and quality
product

• Raise awareness
• Position product
• Dispel dissent

MEDIUM / TACTICS

• Press releases

MAYIC UFEEL
MAYIC UFEEL
16
Control and evaluation

• Quantitative measure- website hits- column
  inches- TV minutes
• Qualitative measure - Survey- Focus groups-
  Tracking studies- Recall tests

MAYIC UFEEL
MAYIC UFEEL
17
Future development

• MAYIC UFEEL leader in the market
• Diversify into new geographic areas
• Diversify into specialised sportE.g. Football on
  astro-turf
• Sponsorship in the new sports
• Sponsorship in players

MAYIC UFEEL
MAYIC UFEEL
18
Thank you for your attention
MAYIC UFEEL

• Laura Hoyle , Mayrilian Cruz Blanco
  FIFA MASTER
• David Turner-Kerr, Tiziano Gaier
  December 2004

19
Questions Answerssession
MAYIC UFEEL

• Laura Hoyle , Mayrilian Cruz Blanco
  FIFA MASTER
• David Turner-Kerr, Tiziano Gaier
  December 2004