/ 4P'S
PLACE
Online: Our Brand’s Ecommerce Website, Our products are also stocked at multilabel E-retailers such as Zalora and Asos. As online retailer channels garners a lot of viewers, Kykloss will also be relying on it’s digital channels to drive sales.
Offline: Kykloss also taps into local multi-label retailers such as TANGS, Takashimaya and Robinsons which support eco-friendly brands. They have a large existing customer database which we can tap into and serve as a drive for promotion and traffic for our products.
PLACE
Online: Our Brand’s Ecommerce Website, Our products are also stocked at multilabel E-retailers such as Zalora and Asos. As online retailer channels garners a lot of viewers, Kykloss will also be relying on it’s digital channels to drive sales.
Offline: Kykloss also taps into local multi-label retailers such as TANGS, Takashimaya and Robinsons which support eco-friendly brands. They have a large existing customer database which we can tap into and serve as a drive for promotion and traffic for our products.
/ BRAND CAMPAIGN
OVERVIEW
4 MAIN CHALLENGES:
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High Price Point
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Poor or no brand awareness
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No brand loyalty
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High competition in the saturated Jewelry Market
Kykloss' main challenge is the lack of brand awareness. Due to it being new in the market, Kykloss has little or no brand awareness. Our marketing strategy for Kykloss as a leading sustainable label will be elaborated in this integrated marketing report. Essentially, we aim to position Kykloss to be the leading label in sustainability.
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Kykloss predominantly targets the Gen Z female consumer who sees sustainability as a way of life and understands that the circular economy is a sustainable way of using the earth’s limited resources. In today’s context, sustainable products are still shunned and are considered second grade as compared to new, unsustainable products. Kykloss also strives to be the platform and a key opinion leader in the sustainable movement for the world and to influence the younger generation.
OBJECTIVES
1
Promote and provide
a platform for Kykloss to increase their brand awareness in the saturated fashion market in Singapore.
2
Alleviate
poor cash flow and lack of investor relations
3
Increase and drive sales by 20% monthly through activation campaigns and physical pop-up store.
4
Hit 3k followers
on social media after launch campaigns and product seeding.
5
Have good rapport
with departmental stores and sponsors for future collaborations
STRATEGIES
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To increase social media awareness, Kykloss will be relying on product seeding to influencers to encourage organic growth and reach. Kykloss will also run promotional campaigns and videos on both their Facebook and Instagram platforms to increase brand awareness and reach.
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Kykloss will also collaborate with an online retailer such as Zalora / Pomelo to leverage on their existing customers via email blasts and edms. This will also increase brand awareness for Kykloss’s online presence. It will also in turn help alleviate sales and cash flow issues.
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Partner with DBS under their social enterprise package and Asia for Good cause for an increase in brand awareness amongst socially conscious investors and consumers alike. Kykloss will approach DBS or similar banks at their end of financial year to obtain sponsorships, preferably cash. Banks more likely to be open to such collaborations at the end of their financial year as they have to clear their marketing budget.
STRATEGIC PLATFORMS
INSIGHT
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POINT OF VIEW
TAKEAWAY
MESSAGE
In today’s fast-paced society, we tend to not think of sustainability and protecting the environment and society at large. Our fast-paced society neglects to educate our younger generation about the environment and sustainability. Our target audience, the Gen Z and female working millennials tends to be too busy and neglect and often tend to forget that their actions affect the environment. Kykloss aims to seamlessly integrate the brand’s message and marketing strategy into the target audience’s lifestyle.
The usage of indigo dyes and sustainable materials are apparent in our designs. These elements represent the yin and yang and the balance of the forces of nature. Kykloss encourages consumers to slow down and appreciate life as it is. The five elements in the Taoism represents and promotes balance and unity which many lack due to their fast-paced lives.
Kykloss wants its consumers to be one with the world and feel that their voice is being heard and valued by the universe. By allowing the target consumers to experience circular economy by wearing Kykloss, it serves as a sustainable fashion product that is not only fashionable but also environmentally conscious as well.
Kykloss aims to bring and introduce the younger generation on the circular economy and to showcase that upcycled products can also be nice and valuable.