Advertisement For Boutique

Shakshiz Creations

Submitted to:
Banasree Dey

Submitted by:
Garima Tyagi PGFA1116 Pushpam shree PGFA1135 Richa Pandey Timsi Luthra PGFA1138 PGFA1154

Preeti Sengupta PGFA1159 Sugandha Garg PGFA1151

Table of Contents
Client Information ..................................................................................................................................... 3 Boutique background ................................................................................................................................ 3 Overview of the industry .......................................................................................................................... 3 Problem to be solved................................................................................................................................ 4 Objective of the ad creation ..................................................................................................................... 4 The big idea .............................................................................................................................................. 5 Target audience ........................................................................................................................................ 5 What do we know about them? .............................................................................................................. 5 The brand position ................................................................................................................................... 6 Communication objective ........................................................................................................................ 6 Desired behavior ...................................................................................................................................... 6 Unique idea proposition ........................................................................................................................... 6 Tone and manner ..................................................................................................................................... 6 Creative strategy ...................................................................................................................................... 7 Deliverables .............................................................................................................................................. 7 Execution .................................................................................................................................................. 7 Copy platform ........................................................................................................................................... 8 Logo of the boutique ................................................................................................................................ 9 Image of the boutique .............................................................................................................................. 9

CREATIVE BRIEF ON DESIGNER BOUTIQUE

Client contact information: Name - Sakshi Nischal Phone no. 9871943304 Products - INDIAN AND WESTERN FASHION CLOTHING

Project: Branding of Sakshizs Creation

Name of the boutique: Sakshizs Creation The boutique was setup in June 2011, in New Delhi. It is the largest store in South Delhi which holds the identity of selling cloths online as well. The boutique currently has its one store in South Delhi but has a plan to expand in New Delhi itself with its wide variety of products and services. Overview Fashion can be an expression of individuality or association, and different groups of people respond in different ways to different styles. Unlike larger department stores and clothing retailers, boutiques generally serve a narrow target market with niche clothing products, relying on long-term loyalty from their target customers for success. Effective marketing plans for clothing boutiques focus on defining a profitable target customer group and centering all marketing decisions around a single niche.

While the retail market can be very competitive, some people choose to pursue their dreams of owning a boutique. Trends change quickly, and customers can be fickle. While product selection and store location are important, youll need an effective marketing plan to attract and retain customers. If you already own one of these types of small businesses or plan on opening one, there are many types of activities and marketing materials to choose from to have a successful, lucrative boutique. Problem to be solved As the boutique Sakshizs creation is on its initial stage of business. It has been only a year since the boutique got setup. So the awareness about the store is low. The people are unaware about the product and services that Sakhizs Creation are providing. The main thing which is to be kept in mind is to use soft-sell approach in order to create a psychological appeal in the minds of the customers. Objective of the ad creation The objective of the advertisement of the boutique is not only to increase its awareness among the people but also to build long-term relationship with its customers through the use of emotional strategy. We are aiming to create awareness in the minds of the customers about its products and services so that more people approaches to the boutique & increase their liking towards it product and services. In short, the main focus is to make Sakshizs Creation the first choice of girls and women in the designer boutique category.

The Big Idea The idea is to make Sakshiz creation top of mind in the designer boutique category by utilizing their sponsorship initially to the regional TV-channel shows, small budget music videos & various small budget fashion show in order to build consumer perception about the boutique. Target audience: who are we talking to? The target customers are fashionable girls and women for the age group 15-35 who are very fussy about their dresses. With the increase in the disposable income the standard of living has also gone up. Now women want to purchase their own style of cloths i.e. they try to find their own sense of style. The
commercial will be targeted towards girls & women.

What do we know about them? The target audience comprises of various age group, who among them are working, or attending colleges and like to hang out with their friends or even have to attend corporate parties and also have to attend some informal functions like marriages, festivals etc. So they try to stand out with their cloths and try to get noticed by each of the member present in the group i.e. by wearing something extraordinary and trendy. Thus they have different cloths for different occasions They have the disposable income, but find it hard to part with it unless they truly have to have the product. They also look to magazines and television shows for new trend.

The Brand Position:

The unique feature of this boutique that differentiates itself from its competitors is that the boutique has its own website from where customers can go for online orders as well. It also focuses on customized products and services i.e. the customer can also get their dress designed by taking their own design to the boutique and then get their dress design according to their own requirement.

Communication Objective: The objective is to compel the women to come up to the store and rediscover the best design, fabric, and color with best customer service for themselves which would result into their satisfaction.

Desired Behavior: It is expected from its customers and target market to purchase more than its competitors brands. It is motivating its customers through usage of soft-sell approach.

Unique Idea Proposition: Anything everything at Sakshiz Creation!

Tone and manner Exciting and Progressive: We want to have high energy commercials that are visually interesting and compelling in order to get people excited about getting their dress designed for any event (formal or informal) that they are going to

attend. The customer will depict the best design at Sakshiz Creation and later she can see that her dress is being admired by rest of the people attending the event.

Creative Strategy With the presence of the latest design for Indian and western wear in the collection to be displayed in the store. The advertising will focus on the suggested theme of the collection. Themes may range from seasons, events including formal and informal and holidays. Through advertisement the above mentioned messages will be conveyed to the audience so that people can relate to the message easily, that is to say conversational interaction will be used. Simple yet inclusive process in searching items is also perfected. Categorical arrangement of products according to season, event or holiday is recommended.

Deliverables: I. II. III. IV. Place an ad in local News paper like Pennysaver Place an ad in national fashion magazine Showing ad in the local TV channels Online advertisement (eg. Pop ups)

Execution: The execution of the advertisement shows the way it is being presented. The advertisement will use a friendly tone to address with its customers. It reflects their emotions and attitude towards target market in order to create an evoked set by positioning itself on the highest place in the minds of its customers.

Copy Platform Print copy: Headline is considered a key element in print advertising. The print copy includes direct headlines and indirect headlines.

Direct headline: In direct headlines it includes Your idea, our design!

Indirect Headline: Indirect headline includes Join hands with Shakshizs Creation to rise again.

Body Copy: It is the text of the ad and its primary role is to maintain the interest of the reader. Sakshizs Creation is using a different way to address with target market which is given below: Life is all about fun. Have you ever witnessed people struggling with their dresses before going for a party? In that confused situation they find no shoulders to lean against, then there comes endless hands raised for demanding help from their side. If people want to avoid such situation then we (Sakshizs Creation) are always there to help you out with the collection that will surely satisfy your needs and desire, so Join Hands with Sakshizs Boutique to rise again.

T.V Copy: Video, Audio, Music, Sound Effects A video is made in which different pictures of the apparels designer are shown to the audience in order to tell to the target market, like youngsters, businesswomen and the college going girls about the various collection available

at the store. This ad will be of short duration in which sound and music effects being used will reflect joyous mood in order to create an emotional impact on the audience according.

SAKSHIZ CREATION:

Logo: Sakshiz Creations

Image : Boutique Inside WE SAKSHIZ CREATIONS ARE INTO INDIAN AND WEATERN WEAR...IF YOU HAVE A FUNCTION OR WEDDING AT HOME DONT THINK TWICE ALL YOU HAVE TO DO IS OPEN THE PAGE AND ORDER By Sakshi Nishal

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