PROMOTE PRODUCTS & SERVICES BSBMKG413A JADDAN BRUHN

PROMOTIONAL PLAN:
ZAFINO Laptop Bags

Retail Executions Pty Ltd

JADDAN BRUHN BOBBY BRADY MIKE BRADY JAN BRADY PETER BRADY MARSHA BRADY GREG BRADY CEO / CFO ACCOUNT MANAGER CREATIVE DIRECTOR CREATIVE SERVICES MANAGER MEDIA MANAGER PUBLIC RELATIONS MANAGER RESEARCH

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Executive Summary
Zafino drives to translate its smaller scale operating capacity into an ability that allows the company to be far more responsive to the needs and expectations of customers, developing bags that directly meet lifestyle and career challenges and style aspirations in a manner outside the scope of larger brands, whilst concurrently exceeding the calibre of product retailed by smaller scale market participants attempting to captivate the same niche. Zafino aims to position its brand as the leading premium womens laptop bag for superior quality and style. The laptop bag market is currently dominated by a small number of brands catering to the utility requirements of purchasers, defined by a near exclusively male oriented aesthetic. Brands creating laptop bags for stylish corporate females are highly diffuse, have very low brand recognition, and largely place emphasis on cheap fashion with little regard for quality, durability or longevity. Critical objectives addressed by the proposed promotional activities have been identified as repositioning the brand, dramatically building brand recognition, forging a lifestyle affinity with the target audience, stimulating and driving a sustainable growth in sales, communicating and demonstrating the products defining attributes. This plan proposes to achieve these objectives by engaging with the target audience, providing visible and contextual triggers throughout the promotional period to provide the consumer with several touch points commensurate with instigating the execution of Zafinos objectives facilitating consumer engagement and action, through direct mail, social media, public relations, sales promotion, print and television advertisements; aligning Zafino with consumers career aspirations, lifestyle demands and social connectedness. Extensive research has identified the typical Zafino laptop bag owner and the most powerful motivations for her purchase; cognisant of the elemental impact of her product choices, adept at visual projections of her goal-driven lifestyle, perceiving the purchase of a Zafino laptop bag as an individualised expression of style and confidence, a marker of status and a reward for achieving a career milestone that signifies a sense of personal recognition. The demand for laptop bags is critically aligned to laptop sales. The current and impending launch of several new products by hardware vendors, the incremental and sustained growth of the Australian dollar, competition and innovation directed laptop market expansion and reduction in the purchase cycle all conspire to beneficially impact the inherent demand for Zafinos symbiotic product. The proposed promotional activities are structured to occur during the May June 2010 period, supporting the launch of Zafinos first David Jones retail concession and coinciding with consumers propensity for tax-effective expenditure during this time.

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Table of Contents
Executive Summary...............................................................................................2 Table of Contents.................................................................................................. 3 Introduction........................................................................................................... 5 Competitor Analysis...............................................................................................5 SWOT Analysis.......................................................................................................5 3.1 Strengths......................................................................................................5 3.2 Weaknesses..................................................................................................5 3.3 Opportunities................................................................................................5 3.4 Threats.........................................................................................................6 Target Audience....................................................................................................6 4.1 Demographics...............................................................................................6 4.2 Psychographic..............................................................................................6 4.3 Geographic...................................................................................................6 4.4 Behavioural / Usage......................................................................................6 Market Positioning.................................................................................................6 Promotional Goals..................................................................................................7 Promotional Activity...............................................................................................7 7.1 Direct Mail April 2010.................................................................................7 7.2 Social Media April 2010..............................................................................7 7.3 Magazine Print Advertisements May to July 2010......................................7 7.4 Sales Promotion April to July 2010.............................................................7 7.5 Television Commercial May to July 2010....................................................7 7.6 Public Relations Host charity screening of Sex and the City 2 June 2010 8 7.7 Public Relations Fashion event at David Jones May 2010........................8 7.8 Public Relations CeBit IT Exhibition May 2010.........................................8 Promotional Vehicles Within Our Team..................................................................8 8.1 Public Relations Host charity screening of Sex and the City 2...................8 8.1.1 What it is...................................................................................................8 8.1.2 Rationale...................................................................................................8 8.1.3 Who...........................................................................................................8 8.1.4 Basic Timing..............................................................................................9

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8.1.5 Bottom Line Budget...................................................................................9 8.2 Advertisement - Television Commercial.......................................................9 8.2.1 What it is...................................................................................................9 8.2.2 Rationale...................................................................................................9 8.2.3 Who...........................................................................................................9 8.2.4 Basic Timing..............................................................................................9 8.2.5 Bottom Line Budget...................................................................................9 8.3 Public Relations David Jones Fashion Event 03/05/10..............................10 8.3.1 What it is.................................................................................................10 8.3.2 Rationale.................................................................................................10 8.3.3 Who.........................................................................................................10 8.3.4 Basic Timing............................................................................................10 8.3.5 Bottom Line Budget.................................................................................10 Conclusion........................................................................................................... 10 Recommendation.................................................................................................10 References...........................................................................................................12 Appendices..........................................................................................................13 12.1 Appendix 1 Timeline..............................................................................13 12.1.1 Public Relations Host charity screening of Sex and the City 2............13 12.1.2 Advertisement - Television Commercial................................................14 12.1.3 Public Relations David Jones Fashion Event........................................15 12.2 Appendix 2 Gantt Chart.........................................................................16 12.2.1 Public Relations Host charity screening of Sex and the City 2............16 12.2.2 Advertisement - Television Commercial................................................17 12.2.3 Public Relations David Jones Fashion Event........................................18 12.3 Appendix 3 Budget.................................................................................19 12.4 Appendix 4 - Meeting Minutes & Conference Call Records.......................22 12.5 Appendix 5 Media Releases...................................................................23 12.5.1 - Public Relations Host charity screening of Sex and the City 2..........23

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Introduction
Established in 2007 as a manufacturer and retailer of high quality, high fashion, laptop bags for women, Zafino is currently placed at a critical juncture in its progression as a brand and as a company. Armed with the experience garnered over the last three years of operation, sustaining financial viability throughout the global financial crises, and perceiving a need to reengage with consumers as it relaunches its website and opens its first David Jones retail concessions, it is prescient for Zafino to now take the opportunity to move into the future and maximise the brands potential through a strong and effective coordinated promotional campaign.

Competitor Analysis
Dominated by Targus, Belkin and Crumpler, brands catering to the utility requirements of laptop purchasers, the laptop bag market is currently defined by a near exclusively male oriented aesthetic. Brands creating laptop bags for stylish corporate females are highly diffuse, have very low brand recognition, and largely place emphasis on cheap fashion with little regard for quality, durability or longevity.

SWOT Analysis
3.1 Strengths
Premium product identified as status purchase. Product is classified as a tax-deductible expense. Design techniques emphasise style attributes, deferring attention from functional aspects. Bags utilise high quality materials and adhere to superior production standards. Strong relationships with suppliers, keyed to respond flexibly to demand fluctuations. In-house manufacturing process ensures strict quality control, allows for smaller runs of specialist bags for promotional purposes and facilitates the flexibility to implement design alterations in response to consumer demand. Low brand awareness. Limited retail presence/ small distribution network. Brand is not diversified. Continued financial viability depends on outcome of proposed promotional activity. Competing in niche market currently overlooked by mainstream laptop bag manufacturers. Niche competitors highly diffuse, of lower quality, smaller range and of lower brand recognition. Anticipated expansion of laptop market from impending laptop product launches and high value of Australian dollar keeping
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3.2 Weaknesses

3.3 Opportunities

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3.4 Threats

shelf price of technology imports relatively low beneficially impact demand for Zafinos product. Scope to dominate niche and be identified as brand leader in category, with long term potential to diversify product offerings into specialist IT, luggage or fashion categories to leverage expected increased brand awareness. Continued demand for product dependant on existence and ongoing demand for laptops. Established brands in womens handbags and luggage categories may introduce laptop bags in direct competition, capitalising on their brands lifestyle and status attributes. Mainstream laptop bag brands may introduce products positioned at the high-end, female market, capitalising on their greater brand awareness and broader distribution networks.

Target Audience
4.1 Demographics
Zafinos key demographic is females, 25 35 years old, educated, employed, unmarried, childless, urban dwelling in metropolitan Sydney.

4.2 Psychographic
Young Optimism, AB & C, style and fashion conscious, seeking to project the right image, on a clear career trajectory, keen to assert their corporate credentials, more confident in expressing their sense of femininity in the workplace yet cognisant of the importance of quality manufacturing techniques and textile integrity, adept at visual projections of their goal-driven lifestyle.

4.3 Geographic
The target audience reside in inner-urban Sydney. Sydney is also the focus of promotional activity.

4.4 Behavioural / Usage

As a visible accessory that conveys a sense of the success and status of the wearer, the target audience perceives the purchase and utilisation of a Zafino laptop bag as an individualised expression of style and confidence, a marker of status and a reward for achieving a career milestone that signifies a sense of personal recognition demonstrating the ability to coopt a premium product they deserve that manifests a tangible signifier of their female empowerment; a defining point of difference, depicting corporate confidence and personal style an opportunity for personal expression and identity that transcends the corporate uniform.

Market Positioning
Zafinos key point of difference relative to other brands operating in the niche female laptop bag market is its products superior quality and its attention to the style attributes important to the target audience. Zafino aims to position itself as the leading high-end brand of laptop bag in its category, based on

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style and quality, with its shelf price reflecting its image as a premium product.

Promotional Goals
Key goals to be addressed through the proposed promotional activities have been identified as an urgent requirement to increase brand recognition, direct traffic to and increase sales at Zafinos website, expand market share and raise consumer awareness of the products defining attributes. Underpinning the broader promotional deliverables, and, commensurate with the opening of the David Jones retail concessions, sales are projected to increase concurrently by 200% during the fourth quarter. Altering the profile of Zafino, affiliating Zafino with the consumers lifestyle; the designated promotional activities are tasked with positioning Zafino at the premium end of the market, in a cost-effective, consistent manner, maximising brand exposure, providing the scope and opportunity for the products attributes, style and superior quality to be explored, demonstrated and glamorised; creating a buzz, engendering recognition and piquing desire; resulting in consumers making a Zafino laptop bag purchase. These goals are to be achieved through advertising structured for the maximum reach and frequency possible within budgetary limitations, flighting simultaneous to promotional activities timed to generate awareness of the product via multiple touch points, compounding the impact of paid-for promotional activity and its ability to leverage exposure and activity generated by non paid-for promotional activity.

Promotional Activity
7.1 Direct Mail April 2010
Purchase subscriber lists of Grazia & Marie Claire magazines, delete duplicates, direct mail a post card informing the recipient of the launch of the new Zafino website, upcoming Zafino hosted events & directing them to register their details through the website for product discounts, prizes & to be informed of future Zafino style events. Create Zafino Facebook page. Reference the link on the Zafino website & alert names in the database via e-mail. Direct people to join Zafino on Facebook & post a link on their wall & invite their friends; to keep informed of Zafino style events, offers & prizes. Half page print advertisements featuring Megan Gale as the face of Zafino, in Grazia, Famous, Madison & Marie Claire magazines during May, June & July 2010. Images used for the print advertisement will be from stills taken during the filming of the TVC. Through magazine subscription website magshop.com.au, offer new subscribers discount on laptop bag purchase, with the incentive of offering three back copies with the new laptop bag of the magazine subscribed to. Promotion link on magshop & Zafino website and Facebook page, and printed on new subscriber cards inserted in all ACP magazines. TVC promoting brand awareness & launch of David Jones retail concession, featuring Megan Gale as the face of Zafino. To air during

7.2 Social Media April 2010

7.3 Magazine Print Advertisements May to July 2010

7.4 Sales Promotion April to July 2010

7.5 Television Commercial May to July 2010

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May, June & July during 7pm Project, The Good Wife, Ugly Betty, NCIS, Masterchef and Medium, shows most watched by the target audience.

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

In conjunction with 2Day FM, Time Out Sydney, The Sydney Morning Herald, Skyy Vodka, Sunraysia Natural Beverage Company (cranberry juice retailer), Event Cinema & The McGrath Foundation, host a charity screening of Sex and the City 2, with all proceeds from the evening going to The McGrath Foundation.

7.7 Public Relations Fashion event at David Jones May 2010

To launch the opening of Zafino retail concessions at David Jones, Zafino, David Lawrence & David Jones host a fashion show at the Elizabeth St store showcasing the corporate Spring/Summer 2010 collection of David Lawrence, integrating the Zafino product range. Display Zafinos product range at Dells CeBit booth, in conjunction with Dells recently launched OPI nail-polish colour range of laptops. Models in attendance showcase and demonstrate features of the Zafino range, hand out Zafino material and engage exhibition attendees with free bag promotion.

7.8 Public Relations CeBit IT Exhibition May 2010

Promotional Vehicles Within Our Team

8.1 Public Relations Host charity screening of Sex and the City 2 8.1.1 What it is

Zafino, in conjunction with 2Day FM, Time Out Sydney, Sydney Morning Herald, Skyy Vodka, Sunraysia Natural Beverage Company (cranberry juice retailer), Event Cinemas and The McGrath Foundation will host a charity screening of Sex and the City 2 at Event Cinemas George St. Tickets to the event will cost $70; attendees will be invited to come dressed as their favourite character from the film. The upper level reception area of the venue will be transformed into a fantasy Manhattan apartment for the evening, a bar will serve prescreening cocktails, with Skyy Vodka & Sunraysia present to promote their brands and provide their product. Zafino models will mingle with the attendees, carrying Zafino bags & handing out product information before the screening. Banners integrated into the theme setting will display Zafino brand, logo and website details alongside those of the associated corporate sponsors. The event will be advertised in advance and covered on the night by event sponsors 2Day FM, Time Out Sydney and Sydney Morning Herald, with all proceeds from the evening being donated to The McGrath Foundation. Opportunity to engage with the target audience in a relaxed and fun after-work environment, identifying with their lifestyle aspirations, promoting brand awareness and demonstrating support for an issue the target audience relates to. Team Leader Marsha Brady, PR Manager Support Roles Bobby Brady, Account Manager
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8.1.2 Rationale

8.1.3 Who

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Peter Brady, Media Manager Mike Brady, Creative Director

8.1.4 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

8.1.5 Bottom Line Budget

Ticket sales cover event expenses, with remaining proceeds from ticket sales of $4,600.00 being donated to The McGrath Foundation. See 12.3 Appendix 3 for breakdown.

8.2 Advertisement - Television Commercial

Television commercial to be filmed in Martin Place, Sydney, featuring the face of Zafino, Megan Gale, stylishly making her way through the CBD lunchtime crowds in-between appointments, effortlessly answering her phone & accessing her laptop whilst stopping for a coffee in a bustling cafe, secure, confident and elegant as her Zafino bag holds all that she needs, but never weighs her down.

8.2.1 What it is
Television commercial (30 sec) to visibly and emotively demonstrate the style and function attributes of a Zafino laptop bag in a context familiar to the target audience by a person the target audience aspire to and perceive as genuine. To air during May, June & July during 7pm Project, The Good Wife, Ugly Betty, NCIS, Masterchef and Medium, shows most watched by the target audience. Unrivalled opportunity to dramatically increase brand awareness and build desire for the product in a less cluttered in-home environment, simultaneously communicating to a large percentage of the target audience during their preferred viewing timeslots. Team Leader Bobby Brady, Account Manager Support Roles Mike Brady, Creative Director Greg Brady, Research Peter Brady, Media Manager Jan Brady, Creative Services Manager

8.2.2 Rationale

8.2.3 Who

8.2.4 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

8.2.5 Bottom Line Budget

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Production of 3 thirty second television commercials is $75,800.00 this does not include the media buy. See 12.3 Appendix 3 for breakdown.

8.3 Public Relations David Jones Fashion Event 03/05/10 8.3.1 What it is
Participating in David Jones in-store fashion event marking the opening of Zafinos retail concessions exclusive to David Jones. The fashion event will be a runway style show featuring David Lawrences corporate wear range for the Spring/Summer 2010 season, incorporating the Zafino product range. The event will be by invitation only, sent out to David Jones account holders in Sydney. Building awareness of Zafinos newly opened in-store retail concessions at David Jones, marrying the brand with a respected womens corporate attire designer, in the prestige of an invitation only David Jones fashion event. Team Leader Marsha Brady, PR Manager Support Roles Bobby Brady, Account Manager Mike Brady, Creative Director

8.3.2 Rationale

8.3.3 Who

8.3.4 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

8.3.5 Bottom Line Budget

Total cost of this event is $40,300.00; split between David Jones, David Lawrence & Zafino. Zafinos component of this cost is $8,060.00. See 12.3 Appendix 3 for breakdown.

Conclusion
Coordinated execution of the documented activities will build Zafinos brand awareness; increase consumer desire for the product, provide Zafino with a database that will be beneficial in the short and long term for communication, engagement and promotion; drive traffic to Zafinos internet and social media presence driving an increase in online sales; associate the brand with the lifestyle and social affiliations of the target audience; and launch the brands David Jones retail concession, building awareness of the presence of the concession and driving sales at the concession.

Recommendation
With affiliated stakeholders and brand partners on board, and requisite preliminary planning in place, the promotional activities detailed in this document should be promptly reviewed and given fair consideration as

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a matter of urgency. The activities proposed herein are quite timesensitive and there is only a limited window of opportunity to initiate the decisive action necessary at this critical time to facilitate the implementation of the planned activity and successfully achieve the key objectives of Zafino.

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References
http://67.208.32.43/openee/launch-cehcklist.cfm http://acp.com.au/ http://afsd.com.au/article/dsbm/dsbm33a.htm http://au.lifestyle.yahoo.com/marie-claire/ http://cebit.com.au/ http://cebit.com.au/2010/events/other-events http://conxentric.com/blog/2010/01/10-steps-to-take-before-your-product-launch/ http://cybercollege.com/tvp004.htm http://dell.com.au/opi http://eclicktick.com/launchchecklist.htm http://ehow.com/how_2102227_conduct-publicity-campaign.html http://ehow.com/how_2245681_plan-fashion-show.html http://eventcinemas.com.au/Movie/Details/-1/MovieId/3403 http://eventsensations.com.au/?gclid=COynltC01qECFSAxiQod6iz6Ig http://exhibitoronline.com/topics/presentations-demonstrations.asp http://fulltext.ausport.gov.au/fulltext/1997/hillary/rs8.pdf http://magshop.com.au/ http://nextbyte.com.au http://nhlbi.nih.gov/educational/hearttruth/get-involved/event-ideas.htm http://niba.com.au/resource/NIBA_MktgKit_Ch10.pdf http://nzifst.org.nz/creatingnewfoods/product_launch5.htm http://pacificmagazines.com.au/ http://rafw.com.au/content-pages/official-schedule-comingsoon http://rmr.com/marketingtips.asp?nid=357&lid=1 http://stylehunter.com/ http://telstrabusinesswomensawards.com http://veuveclicquotaward.com.au/media/index.htm http://webex.com/pdf/EC_best_practices.pdf http://womeninbusiness.com.au/resources http://womensnetwork.com.au http://womensnetwork.com.au/page.cfm?pageCode=BusinessAwards http://womensnetwork.com.au/page.cfm?pageCode=magazine http://zafino.com.au/

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Appendices
12.1 Appendix 1 Timeline 12.1.1 Public Relations Host charity screening of Sex and the City 2

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12.1.2 Advertisement - Television Commercial

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12.1.3 Public Relations David Jones Fashion Event

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12.2 Appendix 2 Gantt Chart 12.2.1 Public Relations Host charity screening of Sex and the City 2

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12.2.2 Advertisement - Television Commercial

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12.2.3 Public Relations David Jones Fashion Event

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12.3 Appendix 3 Budget

Retail Executions Cinema Charity Event - Zafino (8.1) Budget - Cinema Event

Models Stage Manager Hair/Makeup/Wardrobe Lighting Equipment & Staff Audiovisual Equipment & Staff Interior fit-out & Site set-up crew Furniture Hire DJ Security Catering Hospitality Staff Cleaners Graphic Design & Printing Photographer Press Photos & Materials Total Ticket Revenue Donation to McGrath Foundation

2,000.00 800.00 2,000.00 800.00 800.00 2,000.00 500.00 1,000.00 500.00 500.00 300.00 200.00 2,000.00 1,000.00 2,000.00 $16,400.00 $21,000.00 $4,600.00

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Retail Executions TVC - Zafino (8.2) Budget - 3 x 30sec TVC

Creative Brief Campaign Test Legal Insurance Admin Director Actor Extras Script Production Crew Hair/Makeup/Wardrobe Catering Site Costs Security Trailer Hire Equipment Post Production Master, Dubs & Distribution Total

2,000.00 3,000.00 5,000.00 3,000.00 2,500.00 2,000.00 5,000.00 2,000.00 1,500.00 9,000.00 2,000.00 1,000.00 1,500.00 800.00 1,500.00 3,000.00 18,000.00 13,000.00 $75,800.00

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Retail Executions DJ Fashion Event - Zafino (8.3) Budget - Fashion Event Models Stage Manager Hair/Makeup/Wardrobe Staging Equipment & Staff Lighting Equipment & Staff Audiovisual Equipment & Staff Interior fit-out & Site set-up crew Furniture Hire DJ Security Catering Hospitality Staff Cleaners Graphic Design & Printing Photographer Invitations & mailout Press Photos & Materials Total David Jones @ 50% David Lawrence @ 30% Zafino @ 20% 5,000.00 800.00 2,000.00 3,000.00 2,000.00 2,000.00 3,000.00 2,000.00 500.00 500.00 2,000.00 1,000.00 500.00 2,000.00 2,000.00 4,000.00 8,000.00 $40,300.00 $20,150.00 $12,090.00 $8,060.00

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12.4 Appendix 4 - Meeting Minutes & Conference Call Records

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12.5 Appendix 5 Media Releases 12.5.1 - Public Relations Host charity screening of Sex and the City 2

ZAFINO LAPTOP BAGS

ZAFINOS GOT YOUR NIGHT OF SEX IN THE BAG Put On Your Heels & Join Us For A Night Out With The Girls FOR IMMEDIATE RELEASE 03/05/2010, Sydney After much anticipation Carrie and the girls are back in Sex and the City 2, due to hit the screens next month. To mark the event a special preview screening hosted by Megan Gale on 01/06/10 at 7.30pm is being held at Event Cinemas George St. Tickets are $70, available from Event, with all proceeds from the evening going to The McGrath Foundation. I cant wait to see what Carries wearing this movie will be fantastic says channel 7 Sunrises Natalie Bar. The upper level of Event will be transformed into a fantasy Manhattan apartment for the night, with a cocktail bar serving Cosmopolitans. Attendees are being encouraged to come dressed as their favourite Sex and the City character for an evening of fun, fashion and prizes, all in support of the important work of The McGrath Foundation. Zafino laptop bags has partnered with Skyy Vodka and Sunraysia Natural Beverage Company to organise the screening, in conjunction with Event Cinemas, 2Day FM, Time Out Sydney, Sydney Morning Herald and The McGrath Foundation. Details: Sex and the City 2 Tuesday 1st of June 7.30pm Event Cinemas George St Tickets are $70, available at Event Cinemas www.eventcinemas.com.au Zafino is an Australian manufacturer and retailer of womens laptop bags, now available at David Jones. Skyy Vodka is Australias largest selling vodka brand. Sunraysia Natural Beverage Company is Australias leading natural juice company, and the only domestic manufacturer of Cranberry juice. 2DayFM is Sydneys highest rating radio station and a core part of the Austereo Network. Time Out Sydney is Sydneys only monthly event and entertainment guide available from newsstands across the city, a subsidiary of TimeOut Inc. Sydney Morning Herald is Sydneys oldest daily broadsheet, owned by Fairfax. Event Cinemas owns Sydneys largest number of screens and is part of the AHL network. The McGrath Foundation is a leading contributor to breast cancer research. # # # FOR FURTHER INFOMATION CONTACT: JADDAN BRUHN CEO, RETAIL EXECUTIONS PTY LTD 040xx xxx xxx

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