Brand Seminar

Within todays seminar following my introduction to the process of fashion marketing we were asked to choose a non fashion brand and apply the 7 p's to it. I chose the energy drink brand Relentless as they are a popular globally well known brand.

Product:

Energy Drinks, young, trendy, stylish, appeal to sports and street, edgy, colourful, won't go out of style, constantly evolving, new flavours always, 

Price:

cheap, affordable, but a bit more expensive than other energy drinks- pay for the quality, high expectation, always available, 

Promotion:

TV, cinema, celebrity, appeals to a more young hip and cool market, pop up stalls (Reading Festival), relentless truck, Extreme Sports, Skateboarding, Motor cross, 

Place:

Globally well known, has a website, sponsorships

Process:

colourful packaging for different colours, well known logo (graffiti esq. street, urban) 

Physical Evidence:

Pop up stalls/shops, feel involved with the brand fully

People:

Celebrity endorsements, Sport sponsorship

After individually doing this task we then in groups, did the same thing but for a high price designer brand. My group chose Chanel as again its a globally well known popular brand. 

Product:

mens wear, ready to wear, couture, women's wear, d'art collection, cruise and resort wear, fine jewellery, watches, bags, shoes, sunglasses, eyewear, perfume, makeup, skin care, books, notebooks, pens, nail varnish, sportswear

Price:

high end, lowest price is makeup £25+ 

Place:

concessions in Selfridges John Lewis, fashion stores in fashionable cities, online shopping

Promotion:

TV adverts, most promotion for perfume (most affordable for the everyday woman), magazines, legendary adverts, celebrity endorsements, film, TV series, reference books, fashion shows, billboards, "The mark of class" Karl Lagerfeld, iconic, brand history, vogue features

People:

Karl Lagerfeld, Chanel makeup counter workers, exotic good looking staff, good customer service, well dressed, groomed (Chanel image)

Process:

dress everything in packaging, tied up with a bow

Physical Evidence:

Personal shoppers, experience in store, trial attitude, whole experience (greeting, champagne)

Both these activities helped me to get a grasp on the 7p's in order to use them within further work, I also found them very enjoyable to delve into a brands identity.