CASE STUDY
CREATING A NEW BRAND
– Moodboards and Infographics –
BRAND POSITIONING
Target Audience Definition
Competitive Analysis
Market Positioning
Competitive Analysis
Market Positioning
THE PROJECT: Fictive creation of a new brand of the company TIGI.
Infographic: Current brands of the company TIGI
TIGI already covers a wide range of brands and target groups.
For the new brand, we therefore opt for niche marketing.
Infographic: Current brands of the company TIGI incl. newly created brand
TARGET AUDIENCE
Definition
Infographic: Moodboard of the new target group
- 16-25 years old
- Female and male
- Urban / City dweller
- Value well-groomed appearance
- Fashion-conscious
- Clothing: streetwear
- Style: different from mainstream; target group not
- Playful
- Sporty
- Adventurous
- Like anarchical structures
- Want to belong to a group
- Don't find their natural beauty enough
- Have enough money to be able to afford exclusive products
- Not approached in EU for professional care products
- Female and male
- Urban / City dweller
- Value well-groomed appearance
- Fashion-conscious
- Clothing: streetwear
- Style: different from mainstream; target group not
- Playful
- Sporty
- Adventurous
- Like anarchical structures
- Want to belong to a group
- Don't find their natural beauty enough
- Have enough money to be able to afford exclusive products
- Not approached in EU for professional care products
STEREOTYPES / PERSONAS
Defining and analyzing personas
Definition of the target group based on Maslow's hierarchy of needs
Target group analysis through Maslow's pyramid of needs:
- Seeking their identity and place in society
- Ego need: not finding oneself beautiful enough > being more beautiful
- Ego need: self-realization
- Group affiliation
- Seeking their identity and place in society
- Ego need: not finding oneself beautiful enough > being more beautiful
- Ego need: self-realization
- Group affiliation
Definition of the target group based on the Sinus-Milieus
COMPETITIVE BRAND ANALYSIS
Moodboards
How do brands communicate that are already successfully addressing my target audience?
Analyzing direct and indirect competitors that address the same target audience
Brands: Rip Curl, Supreme, WESC and Kevin Murphy
Sample Benchmark Analysis WESC:
- Tonality = Trendy and for insiders only
- Selling emotion
- Show images of the target group having fun in their free time
- Express individuality through color
- Almost no text
- Tonality = Trendy and for insiders only
- Selling emotion
- Show images of the target group having fun in their free time
- Express individuality through color
- Almost no text
COMPETITIVE PRODUCT ANALYSIS
Moodboards
Salon products = quiet tonality
Drugstore products = loud tonality
>>> The new brand with the predefined name "East Street" should be placed somewhere between those.
Drugstore products = loud tonality
>>> The new brand with the predefined name "East Street" should be placed somewhere between those.
MARKET POSITIONING
Visualized through the positioning honeycomb
Competitor selection:
+ Hairdressing salon products from the same price range
+ High quality drugstore products
+ Transparent packaging
+ Hairdressing salon products from the same price range
+ High quality drugstore products
+ Transparent packaging
Infographic: Market positioning of competitors and the new, fictitious TIGI brand
Infographic: Analysis of the main competitor, Not Your Mother's, with the new fictitious TIGI brand
BRAND STRATEGY
