1. How can WEARHOUSE A/S raise brand awareness for their MOMENTUM brand, through different marketing communications options? Simona Claudia Radasan -branding & marketing- Internship exam presentation Date 25.08.2014

2. 1. Problem formulation 2. Brand architecture 3. External analysis and internal analysis 4. Brand identity 5. Communication strategy 6. Evaluation techniques  direct marketing  trade fairs  e-communications (website and social media) 7. How to measure brand awareness? 8. Conclusion AGENDA

3. Problem formulation How can Wearhouse A/S raise brand awareness for their Momentum brand, through different marketing communications options? 1. How can be strengthened the identity of Momentum brand? 2. What messages does Momentum want to send and to whom? 3. Which are the most effective and efficient tools the company can use in order to get the message across and create media exposure?

4. Brand awareness plays an important role in consumer decision-making for three main reasons: Learning advantages Consideration advantages Choice advantages BRAND AWARENESS

5. Endorsement branding Momentum - endorsed brand Wearhouse - the endorsing parent brand; provides support and credibility for Momentum brand BRAND ARCHITECTURE

6. External analysis - PESTLE - macro environmental factors - Opportunities (economic progress, e-commerce, sustainability, natural fibers, ethical supply chain); threats (consumer switching, decrease in the amount spent on clothing and footwear in DK) Internal analysis - strengths and weaknesses Other possible approaches: Industry analysis- Michael Porter`s five forces of competition framework Internal analysis- Porter`s value chain analysis (explore the capabilities of the company) SWOT analysis EXTERNAL AND INTERNAL ANALYSIS

7. Strengthen the identity of Momentum brand; Models: Kapferer`s identity prism and David`s Aaker identity system BRAND IDENTITY

8. Gregory`s planning model COMMUNICATION STRATEGY

9. How to measure the effectiveness of direct marketing? -test the “counting” behavioural response -the optimisation of a direct mailing campaign can be based on response scoring models -RFM-model: Recency- the time elapsed since the last purchase Frequency- the frequency with which a customer places an order Monetary value- the average amount of money a customer spends per purchase DIRECT MARKETING Measurement of results: how effective?

10. RecencyScoreFrequencyScore Monetary value (in DKK) Score Last 3 months100Once a year0Less than 10000 4-6 months80 Between 2 and 4 times a year 30 Between 1001 and 2000 20 7-12 months60 More than 4 times a year 70 Between 2001 and 3000 40 13-24 months30 Between 3001 and 4000 60 25 months or more 0 Over 400180 RFM-MODEL

11. Assessing the effectiveness of trade fairs During the course of the fair: - Counting the distributed information material (catalogues) - Counting the number of personal contacts - Observing visitor behavior - (where do they stop? What are they looking at?) After the fair: - Questionnaires for stand visitors - Response analysis of sent invitations - Sales return TRADE FAIRS

12. Tracking the effectiveness of e-communications Measuring website effectiveness - ask for feedback on the website - Visitors surveys (online and offline) - Google Analytics- tracks and analyses website and social media visitors; Measuring social media effectiveness - Tools provided by the social media platforms themselves - track the number of followers - Instagram- checking the hashtags; - Google Analytics (what your visitors are sharing and where) - Contests on FB- shares/ likes  RFM model- reference to online marketing E-COMMUNICATIONS

13. Recognition- “have you heard of Momentum brand?” Recall- “what brands of B2B women clothing can you recall?” Graveyard statistic (recall level of those who recognize the brand) Top of mind (the first-named brand in a recall task) Brand dominance (the only brand recalled) Brand familiarity (the brand is familiar) Brand knowledge or salience (“do you have an opinion about this brand?”) BRAND AWARENESS

14. “How to get Momentum brand out there?” -strengthen the identity of Momentum brand -develop a communication plan -Objectives:  building brand awareness and reputation  creating a positive image and enhancing the company`s goodwill  creating better engagement with the stakeholders  nurture prospect activity  acquire new leads CONCLUSION