HRITHIK

mastermind
practicality
libertine
Aesthete

bandwagon

GOALS
• Design the wardrobe for celebrities
• Contribute runway collection in major
fashion capital.
• own Art House and open boutiques
DECISION MAKING
• Material culture and Social inspiration
• Merchandising based on needs and price.
• Product development based on design
• Analyze and observe changes

FEARS, CHALLENGES AND PROBLEMS

• Capital investment
• Competition on quality and quantity SOLUTION
• New designers without good sales  Approach e-commerce platforms
track record  Analyze the customer behavior
• Brand awareness  Crowd sourcing
• Forecast the demands  Referral Discount
• Distribution Challenges  Market Survey

Quotes:

“I don’t follow fashion, fashion follows me”

“we're still animals that try to dominate others through fashion”

First touch Point

Hrithik has huge inspiration for Chanel Men’s accessories such as Fragrance. Perfume sales are a luxurious
business, advertising to diverse sexes and ages. So, perfume companies required to strive for customers’
attention, and promote their products in a way that outperforms other brands. Recently, he watched perfume
advertisement in internet. It is about Bleu de Chanel Eau de Parfum (EdP) and directed by Martin
Scorsese. The background of song is “All Along the Watchtower by Jimi Hendrix experience.

This advertisement says “A view into the eyes of a man. A man who knows his freedom has no limits.”
Gaspard Ulliel is a French actor and model and he being the face of Chanel's fragrance, Bleu de Chanel.

This adverts begin with multiple woman chasing the actor in film set and he run towards his car and flee
that place and followed by the series of montage and ends with the voiceover telling us " You are forever
becoming who you are". It is obviously very pretentious and artsy with the theme of rebelling against the
normal society.

Bleu de Chanel Eau de Parfum Chanel for men

 This YouTube personality Jeremy upload series of videos about various fragrance. In this video, he
expresses his happiness that he brought this perfume with high expectation and he says that this perfume
really satisfied his expectation. He says that there is something magical about this fragrance. When he
sprayed the perfume in his body, he feels very energetic, strong and masculine. He says the perfume will
tell the people that this person knows how to control everyone like a CEO or boss.
The persona believes that this cologne is better than all the fragrances that he owned in the past such as
Dior Sauvage Eau de Parfum or Green Irish Tweed Creed. People don’t want men to smell like pancake,
chocolate or toilet detergent. Men need to smell like fresh out of the shower and clean feeling. The best
part about this fragrance is that it is not linear. It changes the smell after few minutes depends on the
climate. It smells more like citrus or flora in hot climate and it smells more masculine and manly in colder
climate. It has another best part that the smell follows you whenever you walk from one direction to
another and so it is worth to buy this expensive perfume. This perfume is good for public because of its
generic. In comparison, the L’Oréal sports smell like valium and different. It has great longevity that can
stand up to 8 hours for whole working day and so no need to carry small atomizer spray.

One of the viewer replied his view about that perfume that he prefers this fragrance because it is stronger.
After seen this positive review and influence on this product, Hrithik went to Chanel shop and brought
this perfume.

(Chanel shop and the purchasing receipt)

The Product:

Chanel S.A. is a high fashion french house created by Gabrielle Chanel that specializes in haute couture
and ready-to-wear clothes, luxury goods and fashion accessories. Worldwide, Chanel S.A. operates some
310 Chanel boutiques; 94 in Asia, 70 in Europe, 10 in the Middle East, 128 in North America, 2 in South
America, and 6 in Oceania. Apart from many womenswear, chanel designer, Mr. Karl Lagerfeld punctuates
his main collections with Chanel menswear in various season. The Men products include fragrance and
perfume, makeup and skincare, fine jewelry and watches. Bleu de Chanel is a sophisticated and
contemporary fragrance from Chanel that hit the market in 2010. Chanel introduces its enhanced version,
Bleu de Chanel Eau de Parfum, in summer of 2014. The fragrance is dedicated to freedom—endless, deep
and boundless. The woody-aromatic composition created by Jacques Polge follows the original path but
goes down into a sensual and oriental amber territory. Wood maintains the freshness of the original in
this variant, enriched with depth and velvet amber woods. The fragrance is available as 50 and 100 ml Eau
de Parfum. The below chart shows the Brand Valuation for Chanel.
The target: -

This perfume primary target is Millennials and Generation X. The web survey shows the target preference
on this perfume.

Millennials represent 50% of a regular perfume target today, as Bleu de Chanel and One Million have
noted, while taking command of the market. (source: https://www.linkedin.com/pulse/attracting-
millennials-old-brand-frederic-girard). The Chanel example confirms that Millennials are pro-luxury and
glad to see a brand of such stature targeting them

POSITIVE REVIEW

NEGATIVE REVIEW
Second Touch point: -

After successfully purchased the perfume, Hrithik heard about the Louis Vuitton Jewelry for men. He
searched for its information and found the YouTube advertisement “Pharrell Williams for Louis Vuitton -
Blason Jewelry”. This advert is sizzling with perfect music combination of the song "everyone nose" by
n*e*r*d.

This jewels are designed by Pharrell Williams in collaboration with Camille Miceli, this new Louis Vuitton
collection is a variation on four themes, in which the rhythm and energy of the new continent harmonize
with the spirit of historic Europe.

( Empreinte Ring)
Hrithik watched the online review about that ring. This YouTuber Ash Reviews this ring in channel
BmwA5H. The reviewer is big fan of Louis Vuitton collection and wear that ring every day. The cost of the
ring is around 2000 EUR. The ring is covered in gift steady leather box that has another tray box inside
along with a travel pouch. The ring is stunning and gleamy outlook with a diamond embedded in it. It is
polished 18 carat gold with the engraving " Louis Vuitton +Ring Size +Gold Code with Diamond D". It looks
more masculine in middle finger with the shining VVS flawless white bright diamond in it. This ring is called
Empreinte Ring because it goes back to Louis Vuitton heritage. The indentation and imprinting originates
in the trunks and locks heritage of the company itself. it differs from Cartier love ring white gold because
the indented is just a flat surface with a nail hole.

Positive Review about that ring by viewer boosted Hrithik to purchase this luxurious ring.
While, he trying to find negative review to balance his opinion. He only finds negative review about the
ring poach and he decided to purchase the item in online.

In official LV website, he found the Empreinte ring with a 'Louis Vuitton' signature. Then he examined the
availability, price details and delivery details ordered the product through credit card. Then, he contacted
the client service to confirm the product.
The Product

Louis Vuitton is an extravagance brand and has

been hugely positive nowadays. It has been due
to the appropriate implementation of the
advertising ideologies in relations to the
manufacturing, delivery, advancement and
amount. The below are some technical reasons
behind the success of Louis Vuitton.

Advertising Ideologies: Louis Vuitton has

implemented a strategy and marketing
principles which are different from another brand.

Arrival of New creation in every Fashion transformation: Louis Vuitton representation in the markets
reached popularity in the 70’s era. when there was an improvement in the desire of East-Asian public to
foreign fashion brands. Vuitton also attentive on luxury section, so it was hugely acknowledged by the
individuals of different culture and traditions.

Outstanding Designs: Louis Vuitton are recognized for their strategies, that are not only widespread,
but has been esteemed at several fashion shows.

Uniqueness Aspect: Louis Vuitton is also identified for its uniqueness. However, similar brands alleged
in reductions, but Louis Vuitton constantly trusted on excellence than quantity and retailed its products
mainly on the proprietary luxury showrooms.

Motto of LV:

LV follows certain characteristics based on brand identity towards millennials and it is listed out below

 Accessibility to all customers.

 Historic brand experience.
 Statutory distinction.
 worldwide branding
 Everybody is welcome.
 Top celebrities Endorsements.
 Special visual merchandising.
 High operating margin
 Distribution strategy
 Huge discrepancy from other
brands
Target

 LV primary targeted customers are between the age of

25 to 49 and it falls under the Millennials and
Generation X and it includes both male and female.
 Their income is between 40000 EUR – 200000+ EUR
 It also depends on print, television advertising and
seasonal sales items.
 The target is predominantly educated, highfliers,
trendsetters, professionals with intelligence and self-
esteem and seems to be uniqueness explorers in every
field.
 Most of LV products are being purchased to gift
someone
 Use social media to get attention of its product (19 million
followers in Facebook, 6 million followers in twitter & 15
million Instagram followers.)
 In social media, it uses a direct strategy to suggest the
audience to purchase their luxurious products.
 Similarly, they give coupons or rewards code through
Facebook.
 Today, the younger generation are more depend on social
platforms and this brand also trying to be part of it.
 This brand creates an event or activity or live video
stream to interact with audience.
 Like Burberry art of trench, this brand asks the customer
to share their photo with LV products in it.
 LV has own official blog that let customers to write
stories about the product and has comment options.
 Since, Millennials are focused on mobile networking, LV
created mobile App to influence the audience.
 Power Millennials like Gigi Hadid, Selena Gomez and
Alicia Vikander are becoming fashion icons through LV.
 LV also enters game industry, In Final Fantasy. the pink
hair protagonist, Lightning would be lead model in
upcoming advertising campaign by the creative director,
Nicolas Ghesquière

Source: http://wwd.com/fashion-news/designer-luxury/millennials-
luxury-spending-10417737/
Third touch point: -
Hritik is hip hop music fan and used to
listen 80s band music and one of his
favorite song is “RUN-DMC - My
Adidas”. That song indeed has cool
catchy tune that follows
“My Adidas
walked through concert doors
and roamed all over coliseum floors
I stepped on stage, at Live Aid
All the people gave and the poor got
paid
And out of speakers I did speak
I wore my sneakers but I'm not a
sneak”

Run–D.M.C. was an American hip hop

group and popular in 1980s with Grammy Award
nomination song. This band were famous for its street
style kangol hats with unlaced Adidas shoes. Based on
their popularity, the brand Adidas endorsed them for $
1.6 million to make this iconic fashion hip hop song "
My Adidas" When one of the band member died, many
of his followers, fans and friends gathered and left
Adidas sneakers and flowers for the legendary DJ.
Later, Adidas made official sneakers with the RUN
D.M.C logo. Later, Adidas combined with the Jam
Master Jay Foundation to increase funds for the music
education nonprofit and promote the 35th anniversary
of its Superstar shoe. The following YouTuber
comments how this song changed the Adidas shoe
impact in society in just three decades and become top brand.
Apart from that song, the Adidas shoe are very popular in various
popular Hollywood movie that got Hrithik attention. It appeared from
Bruce lee movie “Game of Death (1978) “ to Sylvester Stallone movie
Rocky Balboa (2006) to Marvel’s Avengers Age of Ultron (2015)

Bruce Lee is tantamount with Onitsuka's slimline masterwork and

Later Quentin Tarantino copied it on his movie 'Kill Bill'. Bruce lee
propagated black and yellow, but in his mangled and fascinatingly
edited final flick, that shown in below photo of Adidas racing flats and
some low-cut vulc Adidas shoes too. It's erratic but effective, adding to
the chaotic Bruce Lee ambiguities.

Later, the Adidas shoe were popular in the Blade Runner (1982), sci-fi
movie with the lead actor Harrison Ford and directed by Ridley Scott.
The director strongly believed that Adidas shoe can be good alternate
for this futurism with the quasi-formal black design. This stealthy
sneaker gave a strong outlook and many basketball player start to wore
it in 1980s.

At the same time, there was another iconic comedy movie with the
budget of $15 million and
achieved box office collection of
$316.4 million. It is called
Beverly Hills Cop (1984). It was
not only debut hit for Eddie
Murphy but also the shoe that he
worn in that movie. This
restrained sneaker was perfect
combination for that loudmouth
cop character with his charismatic
attitude in that 80s-blockbuster
movie. That sneaker ‘Adidas
Country’ later become
trendsetter to Generation X
people.

In 2000 era, there was another popular movie named the life aquatic with
steve zissou (2004) with the lead actor Bill Murray and directed by Wes
Anderson that sets in Italy. The director Wes Anderson not only designed
this Adidas brand shoe with yellow lace and blue stripes in it but also
promoted it as ‘Zissou
Shoes’. The shoe looks very
stunning with the flawless
handcrafting.
Finally, Hrithik got huge impression about Adidas product and decide to buy Running shoe.

He trying to find the shoe has enough space in toe

region and durability near midsole. He prefers
shoe with lots of cushion in inner region and
rubber sole in outer surfaces. He also needs the
shoe that has light weight and yet very strong.

The Adidas running shoe is the only one that meet

his expectations. This shoe "SPRINGBLADE
PRO SHOES" has Metallic gold stripes that gives
extraordinary outlook. It has innovative style with
tuned blades to give extra cushioning and gripping
while running.
This shoe is designed based on research about
human bio mechanism that help to prevent knee
joints. It gives equal weight distribution in running
postures.

Customer Journey Map

The Product: -
Apart from the above strategies for product placement through pop songs and movie, Adidas has huge
competitors in brand marketing to face such as Nike, Puma, and converse.

In 1940s, Adolf Adi Dassler founded Adidas

while his brother Rudolf founded Puma in the
same time. Its trademark logo is " three parallel
strips "Based on the recent estimate, it makes
revenue of 14.5 billion EUR. Adidas
subsidiary brand Reebok is famous for sports
and athletic footwear. It has empowering
slogans like “all in or nothing” and
“impossible is nothing". To expand its market,
Adidas collaborated with Jeremy Scott, who
was popular in creating slave shackles
sneakers and Kanye West is another
collaborator for "Adidas Yeezy" to design
menswear and footwear.

The above pie chart shows customer

preference of shoes of various brands. This
statistical report taken over 40 people of
different class ( https://www.statcrunch.com/5.0/viewreport.php?reportid=31339 )

(SWOT Analysis for Adidas Brand)

The Target

 The main target for this brands

are upper middle class, stylish
and sports lover.
 Adidas use social media to give
brand awareness, production
promotion, customer service,
interact with target market,
analysis the buyers and sellers
network
 Adidas use popular sport events like Olympic, FIFA to
promote their product. It has own Adidas Brazuca
football that almost reached 3 million followers.
 It reaches young customers and sports follower through
its brand ambassadors like Lionel Messi for football, Tim
Duncan for basketball and Read Madrid is sponsored
team for Adidas.
 Adidas uses social media platform in another level. It has
own account for “Adidas football”, Adidas Rugby” in
twitter, Facebook and Instagram that draw millions of
people attention.
 In YouTube, Adidas using a campaign called #Find
Focus and use many popular sports person motivational
statement to impress the customer.
 To attract the millennial generation through
fashion celebrities, Adidas used another
campaign called #adidasNEOLabel to singer and
actress Selena Gomez and it boosted the
followers.
 Adidas uses a marketing strategy called price
skimming to extend its business by reduce the
price of sneaker over time and it attracts
millennial generation.
 Adidas made innovative product called "Adidas
MiCoach Smart Run'. It helps to monitor heart rate and other body function with the
embedded sensor technology. It not only reached sports people but also reached to
Generation X people while jogging, health patients.
 Overall, Adidas Growth rate increases 10 times in every 10 year with the group sales
increase 22% on a currency-neutral basis.
The role of social media

Based on the previous analysis of various brand product that Hrithik chosen to buy
with different social media platforms. I brief the significance of social media for
brand advertising in below.

Earlier social media used to connect people and now it become business and
marketing approach for connecting the efficient brand product. Social Media
Marketing(SMM) is the new strategy to get in touch with customers to convince the
arrival of new product. To illustrate, the soft drink Coca-Cola brand has active
Campaign in Facebook about searches a random winner who can attend Coca-Cola
Party for free with all his friends. It helps the brand to track the progress of their
business. It helps to identify the target potential customers from the public and find
out their interest. The important aspects about this SMM is the customer can able to
comment, review or complaint about the product in transparent way. Generally, it
falls under two approach,

Passive Approach: In which, the brand wanted to analyze the market intelligence
in cheapest way. This approach is reliable and give the output in a shorter time. It
also prevents the financial resources to create the traditional market research like
survey or focus groups.

Active Approach: In this approach, the social media platforms like Facebook or
Linkedln acts as a tool to hyper target the communication towards the brand. It gives
freedom of expression to express the ideas, suggestion or report. This approach
based on the slogan " Customer is King, Customer is always right"

Why it works?
Since social media is totally free, it helps anybody can access to it and get in touch
with the latest social activities. People use this platform to get awareness about the
society. It helps the brand to identity and develop a loyal community. This online
community. It helps people to enjoy the part of community and emotional
connection to brands. it gives immediate feedback compared to traditional
telephonic customer service and it increases brand trustworthiness
The role of reviews and recommendation

In brand marketing, it is important to

analyze the customer review. A recent
survey shows that 90% of consumers
read online review before planning to
buy the product and 72% of Customers
like to buy the product if the reviews are
excellent and it is suitable for negative
reviews too. This survey also says that
Yelp (social forum platform) gain 5%
increase in business for one-star increase in review and lose 30 customers for one
negative review. So, it is important to analyze the negative aspects of review and
admit the mistakes and try to find solution.

Recommendations to improve marketing strategies

1. Create custom formatted tweets with optimistic emoticon.

2. Write longer post with photos and link (Facebook, Instagram)
3. Build Facebook groups and update frequently
4. Insert embedded website "Call to Action" in Facebook to make it look more
professional.
5. Market the brand in many social platforms (Twitter, Facebook, Google+,
LinkedIn, WhatsApp, Yelp, Foursquare, Instagram, YouTube, Blogs, Tumblr,
Reddit, Delicious, Digg, Diigo, Slashdot & Stumble-upon).
6.Facilitate Meaningful connection and interaction between customers.
7. Crowdsource user-generated content like photos (e.g.: Burberry -art of trench).
8. Take risk to prove authenticity
9. Stand behind your actions (Forward-Honest approach.
10. Put a positive spin on things (e.g.: Burberry's From London with love in
festival season, Perfect day, good day message).
11. Provide a platform to deliver opinions
The activity of purchasing
Generally, people are not ready to spend money on new products unless it has
excellent review or reached word of mouth. But, the same type of people blindly
believes the luxurious brands even it does not meet the quality standard.

Decision making process for consumer purchasing:

It starts with customer needs to purchase the product and then the customer search
information that are available or easily accessible (e.g., Newspaper, TV, internet).
Then, the customer evaluates the alternate based on price, quality and satisfaction.
Then, the consumer chose the better one. In below, I pointed out Hrithik interest to
buy new TV based on Pearson Education source.

The Consumer Decision-Making Process

Problem Recognition Hrithik realizes that

he is fed up with
his puny b/w TV

Information Search Hrithik talks to a

few of his friends
about a new TV

Evaluation of Alternatives Hrithik goes shopping

to compare TVs
of different brands

Product Choice Hrithik chooses one

model/brand for its
features and price

Post-purchase Evaluation Hrithik takes the TV

home and becomes
a couch potato
So, it is clear from the above diagram that consumer behavior is predictable and it
influenced by various social factors. The consumer has right to deny the product, So,
it is their decision to choose or not chose. But, the brands and industries can influence
them with various social media platforms in a time. The consumer should not feel
cheated by the boost of branding and the brand should understand the risk involved
to make the consumer to like their product. Moreover, the customers get satisfied by
the product advertising if it shows the challenges, values and quality in it.

The standard advertisement should focus on four factors that listed below.

Psychological influences: Motivation, Personality, Values, Lifestyles.

Marketing mix influences: Product, Price, Promotion
Socio-cultural influences: Personal, Reference groups, Family, Culture.
Situational influences: Purchase task, Social surroundings, Temporal effects.

So, I conclude that the Marketing strategy and its influence on the social platform to
reach the customer should focus more on the consumer behavior and it ranged from
dissatisfaction to delighted.

Dissatisfied Satisfied Delighted