Plexus Consulting

Endless EuphoriaAndrew Arcuri | Samantha GilletteTrina Notaro | Kyle Stim

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Agenda

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The Ask

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House of EuphoriaEndless Euphoria is classified as a light fruity floral perfume that evokes a sensual, provocative feeling amongst wearersEuphoria Endless Euphoria

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House of Euphoria has transformed from the glamorous and seductive, Euphoria to the more playful and youthful Endless Euphoria.Endless Euphoria perfume is classified as a light fruity floral perfume that evokes a sensual, provocative feeling amongst wearersEmphasis on romance, expensive taste and fashion sense

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Relevant Issues5

S.Already an overlapping market between the original Euphoria productStrong connection between shopping and the use of internet and social mediaW.Calvin Klein Perfume appears in stores surrounded by various other perfumesMaintaining a sense of awareness during inferior selling periodsO.Transform from glamorous and seductive to young and playfulUtilize different social media tactics to attract females who are digitally plugged inT.Chanel, Estee Lauder, Giorgio Armani, Ralph Lauren and Dolce & GabanaOther products in Calvin Klein line may cannibalize Endless Euphoria.

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Target Audience

Characteristics of Katie:

24 year old with a steady income who works at Zenith Optimedia.

Digitally plugged in: Always connected and reachable.

Favorite hobby is shopping.

Luxurious, elegant woman who enjoys attention

Income: Slightly Above AverageEducation: Some College

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Women 18-34 (Focus 18-29)Income: Slightly Above AverageEducation: Some College6

7Target Audience: Media Consumption

Sub-Target: Males

Characteristics:

Romantically Engaged

Sports

Heavy Mobile Use

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Budget Allocation

Reach a significant consumer base to drive trial and increase brand preference

Budget30% (2.4 MM)

Print

Continue to develop awareness, attitude, and reinforce the Endless Euphoria brand

Budget35% (2.8MM)

Television

Increase penetration by reaching the always connected younger end of the demographic

Budget25% (2MM)

Digital

Create desire for the Endless Euphoria product around key gift- giving holidays Budget10% (.8MM)

Out of Home

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Establish and Reinforce

Aspiration for Endless Euphoria11

Television

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Linear and Digital TelevisionWatched and Relevant

The content and placement of our television ads will relate to our overall theme; persuading viewers that our product will bring them to their state of happiness

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Multicultural Television

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Engaged and Diverse Audiences

By allocating a bulk of our television spend to advertising on the Freeform channel, we can form a strategic partnership with Freeform and have Endless Euphoria featured in vignettes, banners, and product placements.

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Digital & Print Magazine14

Relevant brands that reach consumers and drive trial

Print 15

Possible cost-saving partnership opportunity with Hearst

Utilize Advertorials, an article-advertisement hybrid, on cosmopolitan magazines online page in order to promote and build trust in the house of euphoria brand.

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Perspective Partnership

Utilize Advertorials, an article-advertisement hybrid, on cosmopolitan magazines online page in order to promote and build trust in the house of euphoria brand.

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Reach

New Consumers and Younger Demographic17

Mobile Marketing Efficiency18

Expand Geo-Targeting Strategy19

Capture Potential Consumers with SEM20Invest in Non-branded and Related Terms

to attract new consumers looking for any perfume or gift product even if its not necessarily Calvin Klein

Many men and women plan their perfume purchases

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Facebook:Continuation & Expansion

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Endless EuphoriaClick to see Calvin Kleins new sensualfragrance.

Continue Facebook activity for Calvin Klein BrandCreate a new Facebook Page for Calvin Kleins perfume line using custom audiences based on fb users who fit our demographicDirect traffic through Calvin Klein main pageProgrammatic buying to target the directly reach the target

Tracking: Website conversions, engagements on posts, followers

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YouTube and Demographics

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Nearly half of people in this age group visited YouTube between December 2013 and February 2014, according to Nielsen. 22

Endorse Brand Image Through YouTubers

Beauty Vlogger Recommendations Zoella- 9,300,000 subscribers

Michelle Phan- 8,088,441 subscribers

Carli Bybel- 3,846,491 subscribers

Tanya Burr-3,276,409 subscribers

Raye Boyce-958,948 subscribers

http://wwd.com/beauty-industry-news/beauty-features/cracking-the-code-of-beauty-vloggers-authenticity-8093143/

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Desi Perkins- 1,484,380 subscribersDulce Candy- 2,018,522 Kelsey and Kendra Murrell- 453,213 subscribersRaye Boyce- 958,948 subscribersTanya Burr- 3,276,409 subscribers

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Free makeovers with an Endless Euphoria purchase in select Ulta stores

100 stores throughout the United States

Ulta: Capture Fashion Forward Consumers

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Women will have a chance to UnloCK their beauty fantasies with Free Makeovers with an Endless Euphoria Purchase. Makeovers will occur on Fridays during the months of May and June in Select Sephora stores. Our demographic enjoys going out, looking their best and keeping up with the latest trends so will be attracted to this offer.24

Drive

Sales Around Valentines Day and Winter Holidays25

Magnifying Use of Media During Super Bowl 2016

http://www.marketingcharts.com/television/super-bowl-2015-advertising-viewer-attitudes-and-spending-trends-50857/26

Facebook Super Bowl Campaign

http://www.marketingcharts.com/television/super-bowl-2015-advertising-viewer-attitudes-and-spending-trends-50857/

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Captivating Male Consumers 27

Department Stores: Revamp Sample Papers

Endless Euphoria She will thank you later.Endless Euphoria Give her the gift she wants this Valentines Day.

Drive Sales for Valentines Day

Drive Trial

Encourages men to come back to and buy Endless Euphoria if they leave the perfume station or store.

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Increase Perceived Value to Entice Male Purchases 28

Gift sets will include:

Regular sized bottle of Endless Euphoria Travel sized bottle

Scented lotion

Utilize Facebooks Ad Audience to directly reach men ages 18 to 34 in relationships in the months of Nov and Dec

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Bus Stop Advertising

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Months: November and December

Five Major Cities:

20 Bus Stops for each City To-go Sample Strips

NYCLos AngelesChicagoWashington D.C.Boston.

Drive Trial

Electric Daisy Carnival Orlando 2016Social Media CoverageTwitterSnapchat30November 5th and 6th eventbrite-s3.s3.amazonaws.com/marketing/MusicFestivalResearch/EventbriteStudyMusicFestivals8_25_14.pdfhttp://recode.net/2015/06/17/snapchats-making-some-pretty-serious-money-from-live-stories/

Electric Daisy Carnival Orlando 2016At the Festival

Photo BoothsSamples31

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Timeline32Television

Print

Digital

In-Store

OOH

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Key Take Aways33

Questions?34