BRIEF MEDIA: MANGO CANADA SPRING - SUMMER

MANGO A 360' COMMUNICATIONS CAMPAIGN

BRIEFING MANGO

Country: CANADA

Campaign: SPRING - SUMMER XXX

Date: XXX

THE COMPANY

MANGO was founded in 1984 with 100% Spanish capital.

In response to the goal of “being present in all countries in the world”, MANGO has 1.600 stores in 100 countries. The business concept of MANGO is summarized as: the interplay of a unique product, quality and a coherent and unified brand’s image. To dress the young woman, modern and urban in their daily needs is the formula we have adapted and applied in all the countries where we operate. Today we are present with 6 stores in Canada.

CURRENT SITUATION

Mango have lost market share in the last 2 years. Sales have decreased considerably, despite dedicating big efforts in order to improve the stores management: better product selection, product delivery on time, qualified staff, 4 catalogues x season. Given this new situation, and exploiting new market opportunities, MANGO requires more creativity in the field of communication in order to challenge the crisis and turn it into an opportunity. Therefore, all brands have the need to surprise and engage the consumers with constant, interactive and innovative communication to create an emotional involvement between the brand and the customer (engagement).

Objective: to implement a 360º strategy.

THE BRAND

MANGO keeps emphasising its own design based on an excellent quality-price relationship.

MANGO defines its new and real brand values with the aim of giving a fresh and modern new air to the brand:

With its own style

Fresh

Feminine

Cool

Commercial

Easy

PRODUCT/SPRING SUMMER XXX COLLECTION

The new Spring Summer XXX collection offers four basic lines: Evening, Suit, Casual-Sport and Jeans plus the external designers collections such as the Arabic countries or limited editions. Each collection includes garments properly combined according to the costumer style and personality. Furthermore, they are able to meet daily needs of MANGO women.

The collection for next Spring Summer XXX is inspired in London, in the lates 50’s and 60’s. The references are Carnaby Street and the mod movement (film Quadrophenia). In terms of product, the collection includes natural colours, figurative and minimalist printing. See annex for reference.

TARGET

Women

20 – 40 years old

Urban

Women and economically independent

Social class: middle, middle-upper

Level of education: middle, middle-upper

Interest in fashion/image

Since Mango has a wide range of client profiles, we need to focus on the core target around the 30s with a higher purchasing power.

SEASONALITY

Spring Summer 2XX season begins in February and length until July XXX, closing the season with sales period.

It corresponds with two collections:

Spring: key month is March

Summer: key month is May

GOALS:

To develop a holistic strategy (360º) which surprises our consumers and responds to the following objectives:

Marketing objectives:

Generate traffic to the stores and increase sales.

Increase share of market (new clients)

Be within the consumer’s TOP of Mind – Fashion brands when planning their shopping route.

Recruit database: we want to communicate the desire of belonging to an exclusive community that benefits from special offers and VIP events.

Engage the client and the brand in an emotional way (e.g. Shopping Events, Workshops, Shopping Card, Shopping Day)

CREATIVE STRATEGY: MANGO’S WOMEN

Following the strategy of the testimonial, MANGO continues betting for Scarlett Johansson as the face for the coming season. Thanks to this internationally renowned actress ensures the public identifies the brand values in this character and simultaneously increase the visibility of the campaign and brand awareness.

MEDIAS

Magazine pages (Branding and promo for in-store event)

In Store event: Mango will follow the same working procedure as in the US and Mango will contact directly the partners (Make-up, beverage and others) and arrange all the details. Mango want the same kind of event as 2XXX, so all elements needs to be included in the budget. As an alternative to the image communication, we have the chance to concentrate the online campaign in communicate our section whatshouldIwearbymango.com following the objectives below:

a) MANGO as a fashion brand. To show an integral collection which follow the women in all the aspects of their life.

b) To provide styling tips to be dress for any occasion

c) To generate traffic to the web page, shop online (contest call to action)

d) To increase our database.

e) Specific banner AND VIDEO SOCIAL campaigns, POWERED by Data + SEM +ADWORDS campaigns.

BUDGET: Budget: 55 000 $ net

TBD: Breakdown of the budget by media.

DEADLINE : Proposal: November 1st 2XXX