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