zafino laptop bag proposal

8/4/2019 Zafino Laptop Bag Proposal

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PROMOTIONAL PLAN


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SWOT Analysis

Strengths

Premium product

High quality materials

Superior design

Weaknesses

Low brand awareness

Brand not diversified

Limited retail presence

Opportunities

Niche market

Growth in demand

Diffuse direct competition

Threats

Dependant on laptops

Established womens

brands enter category


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Target Audience

Demographic

25 35 year old, female

Educated, employed

Inner-city dwelling

Psychographic

Young optimism

Fashion conscious Career oriented

Geographic

Sydney

Behaviour / Usage Conveys status & success

Reward for achieving careermilestone

Defining point of difference

Corporate confidence

Personal style


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Market Positioning

*Zafino

*Belkin

*Targus

QUALITY

*Crumpler

STYLE


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Promotional Goals

Increase brand recognition

Raise awareness of product attributes

Expand market share Increase sales by 200% at retail concessions


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Promotional Activity

Direct Mail April 2010

Social Media April 2010

Magazine Print Advertisements May to July 2010

Sales Promotion April to July 2010

Television Commercial May to July 2010

Public Relations Host charity screening of Sex and the City 2 June 2010

Public Relations Fashion event at David Jones May 2010

Public Relations CeBit IT Exhibition May 2010


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Promotional Vehicle 1

Public Relations

Host charity screening of Sex and the City 2

Co-hosted by 2Day FM, Time Out Sydney,

Sydney Morning Herald, Skyy Vodka, Sunraysia

Natural Beverage Company, Event Cinemas

and The McGrath Foundation

Engage with Target Audience

Promote brand awareness

Identify with lifestyle aspirations


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Public Relations


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Public RelationsTeam RolesTeam Leader

Marsha Brady, PR Manager

Support Roles

Bobby Brady, Account Manager

Peter Brady, Media Manager

Mike Brady, Creative Director

Basic Timing Preliminary Planning

01/04/10 to 07/05/10

Event Planning

10/05/10 to 21/05/10

Graphic Design

10/05/10 to 21/05/10

Publicity

03/05/10 to 28/05/10 Site Set-up & Event

29/05/10 to 02/06/10


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Public Relations - Budget

Promotional

& Printing

Costs

31%

Event Space

Costs

31%

Experiential

Crew

29%

Temp Staff

9%

Budget - Vehicle 1 Total cost $16,400

Ticket Revenue $21,000

Donation to McGrath

Foundation $4,600

No cost to Zafino


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Public Relations - TimelineTask Name Responsibility Duration Start Finish

Preliminary Planning 27 days Thu 1/04/10 Fri 7/05/10

Sponsor Approvals Marsha Brady 12 days Thu 1/04/10 Fri 16/04/10

Venue Booking Bobby Brady 1 day Mon 19/04/10 Mon 19/04/10

Theme Development Peter Brady 5 days Mon 19/04/10 Fri 23/04/10

Sponsor & Client Approvals 10 days Mon 26/04/10 Fri 7/05/10

Event Planning 10 days Mon 10/05/10 Fri 21/05/10

Arrange & Book VIP Attendees 3 days Mon 10/05/10 Wed 12/05/10

Models / Stage Manager / Wardrobe / Hair

Stylist / Makeup Marsha Brady 3 days Mon 10/05/10 Wed 12/05/10

Interior fit-out, Catering & Hospitality

Staff, Furniture Bobby Brady 3 days Mon 10/05/10 Wed 12/05/10Audio Equipment & Staff / Lighting

Equipment & Staff 3 days Mon 10/05/10 Wed 12/05/10

DJ, Security, Photographers, Cleaners 3 days Mon 10/05/10 Wed 12/05/10

Client & Sponsor Approval 5 days Mon 17/05/10 Fri 21/05/10

Graphic Design 10 days Mon 10/05/10 Fri 21/05/10

Graphic Design Briefing Bobby Brady 1 day Mon 10/05/10 Mon 10/05/10

Client Promotional Material, Site Banners

& Displays Mike Brady 1 day Mon 10/05/10 Mon 10/05/10

View Graphic Design Proofs 1 day Fri 14/05/10 Fri 14/05/10

Client & Sponsor Approval 5 days Mon 17/05/10 Fri 21/05/10

Publicity 20 days Mon 3/05/10 Fri 31/05/10

Media Release Marsha Brady 1 day Mon 3/05/10 Mon 3/05/10

Media Partner Promotion Mike Brady 21 days Mon 3/05/10 Mon 31/05/10

Printing of materials & site displays Peter Brady 5 days Mon 24/05/10 Fri 28/05/10

Site Set-up 3 days Tue 1/06/10 Tue 2/06/10

Event Marsha Brady 1 day Tue 1/06/10 Tue 1/06/10

Clean-up Bobby Brady 1 day Wed 2/06/10 Wed 2/06/10


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Promotional Vehicle 2Advertisement Television Commercial

Emotively demonstrate style & function

Increase brand awareness

Build desire Set in a crowded, lunchtime Martin Place

Feature Meagan Gale


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Team RolesTeam Leader


Support Roles


Greg Brady, Research

Peter Brady, Media Manager

Jan Brady, Creative Services

Manager

Basic Timing Planning

01/03/10 to 16/04/10

Pre-Production

02/03/10 to 09/04/10

Production

12/04/10 to 16/04/10

Post Production

19/04/10 to 30/04/10 Master, Dubs & Distribution

03/05/10 to 21/05/10


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Total Cost $75,800

Pre-Production $15,500

Production $29,300

Post Production

$31,000

Pre-

Production

20%

Production

39%

Post

Production

41%

Budget - Vehicle 2


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Hire: 5 days Mon 05/04/10 Mon 29/03/10

Photographer 5 days Mon 05/04/10 Fri 9/04/10

Book Talent / Models / Extras 5 days Mon 05/04/10 Fri 9/04/10

Scout Site Location Bobby Brady 5 days Mon 05/04/10 Fri 9/04/10

Council Approvals Jan Brady 5 days Mon 05/04/10 Fri 9/04/10

Site Booking Mike Brady 5 days Mon 05/04/10 Fri 9/04/10

Script Approval Jaddan Bruhn 5 days Mon 05/04/10 Fri 9/04/10

Hire Post Production Staff 5 days Mon 05/04/10 Fri 9/04/10

Production 5 days Mon 12/04/10 Fri 16/04/10

Filming on location Bobby Brady 5 days Mon 12/04/10 Fri 16/04/10

Stills on location Jan Brady 5 days Mon 12/04/10 Fri 16/04/10

Rough Cut Mike Brady 5 days Mon 12/04/10 Fri 16/04/10

Client Approval 5 days Mon 12/04/10 Fri 16/04/10

Post Production 10 days Mon 19/04/10 Fri 30/04/10

Digital Editing 5 days Mon 19/04/10 Fri 23/04/10

Add on-screen Graphics 5 days Mon 19/04/10 Fri 23/04/10

Final Edit Bobby Brady 5 days Mon 19/04/10 Fri 23/04/10

Colour Correction & FX Jan Brady 5 days Mon 19/04/10 Fri 23/04/10Voiceover Recording Mike Brady 5 days Mon 19/04/10 Fri 23/04/10

Final Audio Mix & Picture 5 days Mon 19/04/10 Fri 23/04/10

Final Approval 5 days Mon 26/04/10 Fri 30/04/10

Master, Dubs & Distribution 10 days Mon 3/05/10 Fri 14/05/10

Copy & Distribute to all TV Sations on

Advertising Schedule

Bobby Brady

Jan Brady 10 days Mon 3/05/10 Fri 14/05/10


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PRDJs Fashion Event

David Jones in-store fashion event

Runway fashion show

In conjunction with David Lawrence Incorporate entire Zafino range

Event exclusive to DJ account holders

Marks launch of new retail concessions at DJs


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PRDJs Fashion Event


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PRDJs Fashion EventTeam RolesTeam Leader

Marsha Brady, PR Manager

Support Roles



Basic Timing Preliminary Planning

01/03/10 to 19/03/10

Event Planning

22/03/10 to 02/04/10

Graphic Design

22/03/10 to 16/04/10

Site Planning

01/05/10 to 21/05/10


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PRDJs Fashion Event Total cost $40,300

Zafino @ 20%

Cost to Zafino $8,060Staging &

Set-up

27%

Models17%

Event

16%

Promotional

Materials

40%

Budget - Vehicle 3


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PRDJs Fashion Event - Timeline

Task Name Responsibility Duration Start Finish

Preliminary Planning 15 days Mon 1/03/10 Fri 19/03/10

Sponsor Approvals 5 days Mon 1/03/10 Fri 5/03/10

Venue Booking Marsha Brady 3 days Mon 1/03/10 Wed 3/03/10

Theme Development Bobby Brady 10 days Mon 1/03/10 Fri 12/03/10

Sponsor & Client Approvals 5 days Mon 15/03/10 Fri 19/03/10Event Planning 10 days Mon 22/03/10 Fri 2/04/10

Arrange & Book Speakers &

VIP Attendees 3 days Mon 22/03/10 Wed 24/03/10

Book: 1 day Mon 22/03/10 Mon 22/03/10

Models / Stage Mgr /

Wardrobe 1 day Mon 22/03/10 Mon 22/03/10

Hair Stylist & Makeup 1 day Mon 22/03/10 Mon 22/03/10

Interior fit-out Marsha Brady 1 day Mon 22/03/10 Mon 22/03/10

Catering Bobby Brady 1 day Mon 22/03/10 Mon 22/03/10

Hospitality Staff 1 day Mon 22/03/10 Mon 22/03/10

Furniture 1 day Mon 22/03/10 Mon 22/03/10

Staging Equipment & Staff 1 day Mon 22/03/10 Mon 22/03/10

Lighting Equipment & Staff 1 day Mon 22/03/10 Mon 22/03/10

Audio Visual Equipment &

Staff 1 day Mon 22/03/10 Mon 22/03/10DJ 1 day Mon 22/03/10 Mon 22/03/10

Security 1 day Mon 22/03/10 Mon 22/03/10

Photographers 1 day Mon 22/03/10 Mon 22/03/10

Cleaners 1 day Mon 22/03/10 Mon 22/03/10

Client Approval 5 days Mon 29/03/10 Fri 2/04/10

Sponsor Approval 5 days Mon 29/03/10 Fri 2/04/10

Guest List Approval 5 days Mon 29/03/10 Fri 2/04/10

Graphic Design 18 days Mon 22/03/10 Wed 14/04/10

Graphic Design Briefing 1 day Mon 22/03/10 Mon 22/03/10

Invitations 1 day Mon 22/03/10 Mon 22/03/10

Client Promotional Material 1 day Mon 22/03/10 Mon 22/03/10Site Banners 1 day Mon 22/03/10 Mon 22/03/10

Site Displays 1 day Mon 22/03/10 Mon 22/03/10

Vi ew Graphi c De si gn Proofs Marsha Brad y 1 day Fri 26/ 03/ 10 Fri 26/ 03/10

Client Approvals Bobby Brady 5 days Mon 29/03/10 Fri 2/04/10

Sponsor Approvals Mike Brady 5 days Mon 29/03/10 Fri 2/04/10

Printing of promotional

materials, invitations & site

displays 5 days Mon 5/04/10 Fri 9/04/10

Client Approval 3 days Mon 12/04/10 Wed 14/04/10

Sponsor Approval 3 days Mon 12/04/10 Wed 14/04/10

Invitation Mail Out 1 day Mon 12/04/10 Mon 12/04/10

Media Release 1 day Mon 12/04/10 Mon 12/04/10

Site Planning 8 days Sat 1/05/10 Tue 11/05/10

Site Set-up 2 days Sat 1/05/10 Mon 3/05/10

Event 1 day Mon 3/05/10 Mon 3/05/10

Clean-up Marsha Brady 1 day Tue 4/05/10 Tue 4/05/10

Selection of Press Photos &Materials Bobby Brady 5 days Mon 3/05/10 Fri 7/05/10

Approval of Press Photos &

Materials 2 days Mon 10/05/10 Tue 11/05/10


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Evaluation

Financial

ROI anticipated 40%

Market share

anticipated increase in30%

Increase in value of

Zafino company

Mindset

Focus Groups

Monitor brand

perception

Measure attitudes

towards product

Monitor productpositioning


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Conclusion

Public Relations Host charity screening of Sex and the City 2

No Direct Cost

Start 1st of April for event of 1st of June 2010

Public Relations Fashion event at David Jones

$8,060 Start 1st of March for event date of 3rd of May 2010

Television Commercial

$75,800

Start 1st of March for air date of 21st of May 2010


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Recommendation

Associated events are time sensitive

Co-sponsors are eager to get moving

No other associated events Critical to support launch of retail concessions

Fail to act now

Event sponsors may approach competitors


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Moving Ahead

Memorandum of Understanding needs to be

signed

20% deposit to secure booking arrangements

Product samples to event co-sponsors

Sign off on all preliminary booking

arrangements and costings

zafino laptop bag proposal

Documents