Marketing and Promotion

This week I completed my ideas for my advertising campaign including where Mulberry Makeup will be advertised - at key tube stations within central London, where there are many businesses and offices, also near the New Bond Street Flagship store, in core fashion magazines and the 30 second advert will be featured online as Mulberry do not advertise on TV and the website is a key marketing tool in my plan.

Positioning

Mulberry is a designer, luxury brand however there price points are lower than brands including Chanel and Dior, therefore Mulberry Make-up will be positioned just under them portraying high quality at an affordable price. Its main competitors will be Estee Lauder, MAC and Clinique.

Making Progress

This week has been a great success! I have established my USP, Positioning and Propositioning which has enabled me to start planning my Marketing Strategy including events, my advert and budget etc.
I have been feeling slightly worried and anxious as I didn't know if I should of had more work done by now but I feel as if I am progressing at a good pace and making steady progress.
This week a few problems that have occurred include the structure of the report and making sure I am covering all aspects and including all the vital components, its seems every time I complete one task another one appears!

My next task is to construct my moodboard and storyboard so that I can then begin to create my advert!

Mulberry Blog

Mulberry have a very successful Blog which is regularly updated and features great information about the brand. This form of New Media will be a key factor in my Marketing Plan for Mulberry Makeup.

http://blog.mulberry.com/

Starting to be creative

Last week I created my structure and determined the essential parts I need to include in my Business Plan.

My report is finally beginning to form and I have completed the two first sections of my report, establishing what I want Mulberry Makeup to be and who the new target customer is. This has allowed me to complete my Corporate Strategy and begin to work on my Marketing Plan - the fun creative aspects.

My future career goal is to work in PR event planning, and therefore creating Promotional Activities for the brand is what I enjoy and I already have some great ideas. Also I have been researching images to give me inspiration for my advert. These are some photos by two amazing photographers Adam Rowell and Jamie Nelson that have really inspired me. The images are available from - http://www.jamienelson.com and http://www.adamrowell.com

Jamie Nelson http://www.jamienelson.com/beauty/1/7.htm -

Jamie Nelson http://www.jamienelson.com/beauty/3/8.htm -

Beginning Mulberry Makeup Business Plan

This week I began to structure my business plan by inserting headings and creating an order that I will work in which has helped me to establish what I need to include. This helps me to make sure I cover every aspect of the project.

Through research I have decide Mulberry Makeup will be a capsule collection in aid of Mulberry's 40th Anniversary, and if the range is a success it can be turned into a long term direction for the brand.

So far I have completed my Introduction to Mulberry, Current Situation and Current Customer Profile, which has established vital background information so I can begin my Business Plan for Mulberry Makeup.

My next step is to decided my Business Proposition Statement, USP and Positioning Statement which will portray what Mulberry Makeup is.

Research

Also over the easter break I conducted a questionnaire asking 30 women questions regarding makeup brands they use, if they are willing to spend more on luxury products, do they stay loyal to one brand, they type of media they read and key products in their makeup bags.

This has allowed me to establish price, products and what forms of media and new media I will use to promote Mulberry Makeup.

I also used Mintel to research the cosmetic industry and gain key facts to justify my idea. Also I have researched Mulberry's figures, sales and profit etc to help me create my Sales Forecast.