Check out our project on building an integrated campaign for Kleur Tonacity in the context of our online digital marketing course with Squared Online (www.wearesquared.com). Our Challenge To develop a marketing proposal for the launch of a new female beauty product - Kleur Tonacity - which drives awareness, evaluation, sales; in addition to building loyalty and advocacy. Context Kleur Tonacity is a high-end hair colouring product, which has all the usual Kleur guarantees: it gives good quality, lasting colour and is odourless and ammonia free. Research shows that women are concerned about the ability of a wash in/wash out home hair colouring product to deliver a reliable multi-tonal effect. Kleur Tonacity comes with a bespoke application tool designed by a team of engineers, which allows women to apply multiple colours with ease, creating a multi-tonal salon effect at home. Each pack comes with three colour toners, carefully selected to work together and create a salon quality look. USP The first home hair colouring range to give a truly multi-tonal result, so there's no need for a trip to the salon. Barriers to Entry Previous poor experience with home hair colouring kits: "My hair turned green!” Inexperience in using a home hair colouring product/fear of ruining their hair. Audience Our target consumer is the woman who has it all and juggles everything. She's likely to be a working mother with a busy family life and an active social life. This woman cares about her appearance, likes to look good and cares about quality. She has disposable income and is willing to pay above the average for a product she trusts. However, she doesn't have time to regularly visit her stylist to have her roots done or grey hair covered. As such, she values a product that allows her to maintain that salon look at home She should be comparing Tonacity to salon prices, rather than other home colouring kits, and look on it as a saving. She trusts and has confidence in well-known names and established brands. Her retail time is limited due to her busy schedule and she tends to prefer the convenience of online shopping, using destinations such as net-a-porter.com, thewhitecompany.com, ocado.com, marksandspencer.com, anthropologie.eu, made.com, whistles.co.uk, and achica.com. Product Position This is a new concept in hair colouring which targets time poor, income rich women. As a result, it sits between quality hair salons and existing home colouring kits. Currently there are no direct competitors, and parallels cannot be drawn at all points. Core competitors are hair salons, such as Charles Worthington, Electric Hair, Nicky Clarke and Toni & Guy. At £24.99, Tonacity is more expensive than other home hair colouring kits, which normally retail at £5 to £10. However, the price is competitive when compared to salon alternatives. The selling point is saving time and money while still achieving sa

1. Marketing Proposal 2015

2. Executive Summary
PROPOSAL
AIM
• Develop a marketing proposal for the female beauty product -
Kleur Tonacity - which drives awareness, evaluation, sales in
addition to building loyalty and advocacy.
MARKET &
CONSUMER
• The target consumers are working mothers who care about
their appearance, will pay for quality but have little time to
regularly visits hair salons.
CONSUMER
PROPOSITION
• Premium product offering that allows consumers to save
money and time, whilst still gaining salon quality results.
MARKETING
STRATEGY
• A fully integrated Digital Marketing Plan across owned, paid
for and social media channels. Driving awareness,
consideration, trail and loyalty amongst our target consumer.

3. Permanent hair colour
Worth £264 million in sales (2014)
Semi-permanent hair colour
Worth £40.9 million in sales (2014)
Europe’s biggest hair colourant market
- Worth £327 million in 2014 (-5%)
- 37% have used hair colour themselves at home in 2014
Highlights, bleaching, toning
Worth £18.5 million in sales (2014)
Temporary, chalk & sprays
Worth £3 million in sales (2014)
UK Hair Colour Market

4. Jennifer (London), 34
- Account Manager at Blue Bird
- Lives with her husband and 2
children
Main Interests:
 Reads Lifestyle
magazine
 Will shop online
 Uses Facebook and
Pinterest daily
 Likes to look good
 Favourite store:
John Lewis
 Loves Gadgets – iPhone
and tablet
 Loves socialising
Major Concerns:
 Busy lifestyle managing
work and looking after
children
 Needs to colour her hair
every 4-5 weeks, but has
no time to visit the salon
 “My hair is a major
concern and to get salon
quality at home would
be ideal” - Jen
Jennifer’s use of Social Media on a Daily Basis
Facebook
30%
Pinterest
30%
Instagram
20%
Blogs
10%
YouTube
10%
Meet Our Customer

5. Jennifer’s Hair Journey
FMOT
1. She notices her hair
is in poor condition
2. She searches for hair
solutions on google on her
phone & browses social media
on her way to work.
3. She does her research
online-reading reviews,
images, video content.
4. She finds her nearest
store and goes into to
look at the product
5. She ends up buying the product directly from the
brands website as she trusts them and wants to
gain more information from them in the future.
7. She submits a positive review
on the brand website.
6. She uses the product for the first
time and is really happy with the
result
8. She shares her experience of
the product via social media
9. She shares her experiences when
she sees her friends.

6. Price Place
Product
Consumer Proposition- Kleur Tonacity
PRICE
• Premium pricing at £24.99
• More expensive than other home hair colouring
kits, which normally retail at £5 to £10
• Cheaper than salons which can charge
anywhere between £40 and £100 per
treatments
PLACE
• Department stores such as John Lewis,
Debenhams, Marks & Spencer, House of Fraser,
Selfridges and Harvey Nichols.
• High end beauty retailers including Hqhair.com
and SpaceNK.com
• Available to purchase online on Ocado.com and
department store websites, and on Kleur’s
website
PRODUCT
• High-end hair toning product for bleached or
blonde hair to achieve a multi-tonal and salon
quality result
• Kleur promise: good quality, lasting colour and
is odourless and ammonia free
• Bespoke application tool designed by a team of
engineers for an easy application
• Toning pack includes 3 colour toners, the
application tool, gloves and the application
manual

7. Strategic Approach
OWNED - build the brand
● Responsive website
● Email marketing - send out video tutorials, and
promotions
● Fulfilment - packaging to be of high quality
● Celebrity endorsement
PAID - create awareness
● TV, and press ads in fashion, beauty, and
lifestyle magazines
● Display ads - to build awareness & reach
customers at the point they are responsive
to increase conversion
● Search marketing using mobile app
extensions, image extensions
SOCIAL - consistent messaging
● Encourage online reviews by rewarding
advocates with promotional giveaways
● YouTube channel - broadcast live tutorials,
guest talks from vloggers, bloggers in the
beauty and fashion industry
● Instagram - pictures of hairstyles, lifestyle, and
other inspiring images which contain brand
content
● Facebook/Twitter - real time updates on in-
store promotions, and tutorials

8. Stimulus ZMOT FMOT SMOT UMOT
Galleries on
Instagram and
Pinterest
Virtual
colour
tester
View before
and after
photos
Upload
before and
after photos
“How to”
videos
Upload pics
to “Salon
or Selfie?”
Read
reviews
Online
advertising
-PPC ad leading to
the website
-SEO results
-Sponsored social
media posts
Hair
care
tips by
email
Writes a
review
Blogs
Kleur’s Digital Marketing Strategy
Salon
or
Selfie?
FULLY INTERGRATED CAMPAIGN ACROSS ALL
CHANNELS TO DRIVE A CONSISTENT MESSAGE

9. Marketing Customer Journey
Learn
Buy
Get
help
Advocate
Research
the brand
Become
aware of
the brand
Offer a
Testimonial
Interact with
the Brand
Get a brand
recommendation
SEM – keywords “DIY
hair colouring”
Display ads on:
Facebook
CPM networks targeting
woman sites
Content
Marketing –
Blog, DIY
videos -
tutorials,
how to,
customer
testimonials
and reviews.
CPA campaigns –
blogs
Hard copy Display–
on the fashion
magazines typically
available on the
stylish studio. Free
trial brochure
Social Media
Content
Marketing –
Instagram and
Pinterest
Toll free
number– listen
10 top tips for
self hair colouring
Online contest
(voted by other
customers) – Best
photo contest. Best
tips to others. Best
testimonial.
Emailing campaign–
free trial brochure
Newsletter– Tips, news
and blog entries. Discounts
Personalized mail–
Aftersales query
about colouring
results, queries,
needs and inviting to
participate on some
contests
C2C community
Forum– with
moderation and
some community
managers to
provide support
and help
In store
promotions–
Store in store
section within hot
retailers
Social Media
support–
community
managers
giving
support to
help queries
The engaged
customer
Journey
Send
flyers on
trad mail
Calls to
ask for
quality
and
feedback

10. UMOT
(ADVOCACY)
• Mentions / Likes / Shares
/ Re-tweets
• Reviews and
Recommendations
FMOT (SALES)
• Sales (online and
offline)
• Profit
• Average Order Value
• Voucher Code
Redemption
ZMOT (EVALUATION)
• Time On Site
• Shares / Likes / Comments
• Lead Conversion Rate
STIMULUS
(AWARENESS)
• Unique Visitors
• Value per visit
• Fans/ Followers
• Youtube Views
• Mentions
SMOT
(LOYALTY)
• Complaints/ Queries/
Comments/ Suggestions
• Customer Retention
• Sentiment Analysis
KPIs

11. This marketing proposal delivers a highly targeted digital marketing strategy that will
put Kleur Tonacity at the forefront of the target consumers’ minds when it comes to
their hair care needs.
The strategy will drive awareness, trial and loyalty of the Kleur Tonacity products,
through a series of highly targeted online marketing messages throughout the consumer
journey. The campaign will be fully integrated with consistent creative and messages
across online and offline marketing channels. The success of the strategy will be
measured by a series of KPIs covering everything from awareness to loyalty.
Summary

12. Write up:
Executive Summary
The purpose of this document is to showcase the marketing proposal for the female beauty product-
Kleur Tonacity. The marketing proposal will ultimately drive brand awareness and product sales, whilst
also building brand loyalty and advocacy. The target consumers are working mothers who are time poor
but cash rich, and strive for salon quality. The product offering is a premium at home hair solution that
delivers salon quality but without the price tag. The proposal we’re recommending is a fully integrated
digital marketing plan across owned, paid for and social media channels. The proposal will drive
awareness, consideration, trial and loyalty amongst our target consumers. By delivering them the right
marketing messages at the right time during their consumer journey. The following slides will take you
through the proposal in further detail.
UK Hair Colour Market
The hair colour market has been growing rapidly with new brands being introduced into the market. Out
of Europe, the UK is the biggest hair colouring market worth £327 million in sales in 2014 (-5% value
growth since 2013). According to reports the sales of temporary hair colour products have tripled
between 2013 and 2014, growing from £1 million in 2013 to £3 million in 2014*. In the year 2014, 37%
use hair colour themselves at home. This suggests that there is a market for consumers who would
rather buy hair colour products to use at home than visit the salons.
Permanent and semi-permanent hair colour has the maximum sales in 2014 followed by highlights,
bleaching and toning that was worth £18.5 million in sales and then the temporary colour – chalk and
sprays.
Currently, brands that sell hair colour products are L’Oreal, Clairol and Revlon to name a few. However,
Kleur is a high-end brand for hair-colour, a product that has not been in the market before. Kleur
Tonacity is the first home hair colouring range to give a truly multi-tonal result, hence differentiating
itself from other hair colour products in the market.
Reference for statistics:
http://www.mintel.com/press-centre/beauty-and-personal-care/hair-today-gone-tomorrow-uk-sales-
of-temporary-hair-colour-triples (Accessed 21/05/15)
Meet Our Customer
Our target consumer is women aged over 25 years. This woman is career-oriented has a social active life
or a working mother who has both work and family responsibilities. Kleur Tonacity targets woman who

13. care about their appearances and would like to invest in products that would help maintain the quality
of their hair.
The lifestyle of these women is complex, giving them less or no time to visit the salon for getting their
hair coloured. However, these women prefer high quality products that can be trusted to use for their
hair and therefore prefer to spend the extra money on purchasing a trusted brand. Kleur Tonacity is one
such brand that targets the high end market, it is more expensive in comparison to other hair kits that
retail between 5 to 10 pounds but competitive with salon alternative.
The kind of customers the brand would like to target are most likely to be shopping from stores like
House of Frasier, John Lewis, Selfridges hence keeping that in mind, the product will be available at such
stores for its consumers.
Kleur’s consumers are highly active on social media therefore Kleur is beginning to focus in the digital
space to target its consumers.
Our consumer – Jennifer is a great example of the kind of woman that Kleur targets to. Her lifestyle,
interests and concerns for her hair – make Kleur Tonacity the ideal product for her to use, to get salon
quality at home.
Jennifer’s Hair Journey
Jennifer’s consumer journey shows that digital media plays an important role. The stimulus response
occurs when she realizes she needs an alternative option as she has no time to visit a salon. She does a
Google search for hair products where Kleur appears and she clicks on to the link to the website.
Through the day she gets sponsored ads and display ads for the same brand. A friend’s review on
Facebook (UMOT) posting before and after pictures reinforces her decision on further researching the
Kleur product.
Her research involves (ZMOT):
- Product research – website and blog
- Reviews from customers
- Ideas on Pinterest
- Videos on YouTube- How to use the product?
- Virtual hair colour tester on the site
- Checks out the product at John Lewis store
A wider part of her research is done online looking at content on different channels.
Her decision to purchase the product (FMOT) online through Kleur’s website is also based on the
benefits she will get:
- Free delivery

14. - Discounts on purchase
- Subscriptions
- Emails for hair tips
This would drive direct sales from the website.
Jennifer experiences salon quality at home (SMOT). The product is easy to use and gives step by step
guidelines and also online tutorials. She gives a good feedback on the website.
Jennifer shares her experience on social media (UMOT) posting a selfie of her new hair colour on
Facebook and Instagram and tells her friends about Kleur.
Consumer Proposition- Kleur Tonacity
Price: Kleur’s pricing is competitive to salons, offering a retail price of £24.99. The pricing is more
expansive than the usual home hair-colouring kits that retail at £5 to £10 as Kleur’s main aim is to
provide salon quality at home, differentiating itself from other hair-colour brands.
Place: The product will not be available at all supermarkets and convenient stores. Keeping in mind
Kleur’s brand and target audience the product will be available at stores like John Lewis, Selfridges,
House of Fraiser (in stores and also on their respective websites). The product can also be purchased
online on other sites like ocado.com, high-end beauty retailers and there will also be an option to buy
from Kleur’s website.
Product: A high end hair toning product, providing a multi-tonal result and a salon quality experience at
home. Good packaging and easy to use - step by step guidelines (online and in-pack manual) and a hair
kit – application tool, toners, and gloves.
Promotion: Reviews from influential people in the beauty industry by giving them free trials in return
and a Kleur gift hamper. The virtual hair colour tester – a tool on the website to allow people to try
different shades to see what suits them best before deciding to purchase. TV and online ads – sponsored
and display ads. Social media and content marketing – posting pictures and sharing experiences. Print
ads in magazines – Vogue, Good Housekeeping, Elle and in-store advertising.
Strategic Approach
We want consumers to recognise that Tonacity is hair product which has broken away from the norm,
it’s a product bound to spearhead the home beauty industry. Our approach is to use a multi channel
marketing strategy which will fit with today's complex marketing funnel.
Our strategy will engage, and reach customers at each stage of the journey. It will ensure that the
customer is receiving the right information at the right times on their journey to push them through the

15. funnel to make their purchase. We will achieve this by meeting them with content rich messaging and
information from ZMOT to SMOT, and rewarding customers at the UMOT stage for sharing earned
content with their peers. For us to reach our customers at each stage we will have a robust social media
strategy in places utilising Facebook, twitter, Pinterest, and Instagram. As well as having an interactive
YouTube channel to hold tutorials on how to use the product.
The above strategy will be integrated with above line activity - in stores, press and TV. Facebook and
Twitter updates will provide real time information to customers informing them of in store promotion,
and advice. While TV, and press ads will be driving customer to view Tonacity’s responsive sites, and
social media pages to find out more.
Kleur’s Digital Marketing Strategy
“Salon or Selfie?” is hero content that links our offline and online campaigns. It’s a competition that
entertains and inspires by asking users to guess which of 2 images is hair dyed in a salon, and which is
Tonacity. We’ll also run a similar “Before and After” campaign showing the results of using Tonacity. This
content will be supported by the online budget to ensure it appears in the newsfeeds of as many of our
target market as possible. Competition participants are also encouraged to share their entries, thereby
organically growing the reach of the content.
Instagram and Pinterest will be used to host images of different styles and colours by Tonacity. Pinterest
acts passively as a gallery of ideas to inspire people who are thinking of a new style. Instagram does the
same thing but actively pushes style ideas into people’s feeds.
Well known fashion and style bloggers will be contacted with an offer to try the product for free and
interview our lead stylist. They will also be invited to submit images of their trials for the “Before and
After” and “Salon or Selfie” competitions, and rewarded with credits and links if they choose to
participate.
“How to” videos will also be produced and uploaded to You Tube, as well as linked to from the Tonacity
site and our social media channels.
Finally, messaging in the product packaging will encourage users to write product reviews and upload
their own pictures to ‘Salon or Selfie’ and ‘Before and After’.
Marketing Customer Journey
Online – Learning about the brand through SEM – DIY Hair products. Display ads and sponsored ads on
Facebook. Content marketing that includes blogs, video tutorials, customer reviews. Product
information available on Kleur’s Website. The virtual hair tester on the website for customers to get a
feel of different shades of colours that would suit them. Customers are sent personalised emails
regarding after sale queries, feedback and reviews of their experience using Kleur Tonacity. Taking part

16. in online contests – best photo contest. Getting benefits like discounts on products and receiving loyalty
points from Kleur on purchase.
Offline – Print ads in women’s lifestyle magazines. A toll free number to get hair care tips. In-store
advertising and promotions at high-end stores. Calling customers to get feedback on the product.
KPI’s
A key characteristic of our new marketing strategy is to measure the successes of each new stream we
create. This is done by creating Key Performance Indicators which will give us pre-defined targets to
consider.
Kleur Tonacity will aim to create and achieve our metrical KPI’s at every touch point of the customer
journey.
When creating consumer awareness, we will look at the number of visitors to our website. The value of
each visit based upon costs required to bring in each visit and social media statistics showing the
positive sentiments we are able to create through likes, shares, views and mentions.
When our product is being evaluated, we should be able to measure how long each customer is
spending on our site, what they find important in their evaluation and lead conversion rate.
Of course, total sales will be measured, but we should also be considering average order values and the
number of vouchers being redeemed.
In order to keep track on loyalty, we should be looking at how effective we are in making it as easy as
possible for customers to keep in contact with us should they have any post purchase complaints,
queries, comments or suggestions. This should also help us create some sort of understanding of our
customer‘s sentiment analysis.
Finally, through analysing customers’ reviews, and recommendations along with seeing how they share
any pos purchase sentiment about Kleur Tonacity, we are able to measure how well we are at creating
advocacy
Summary
This marketing proposal delivers a highly targeted digital marketing strategy that will put Kleur Tonacity
at the forefront of the target consumers’ minds when it comes to their hair care needs.
The strategy will drive awareness, trial and loyalty of the Kleur Tonacity products, through a series of
highly targeted online marketing messages throughout the consumer journey. The campaign will be fully
integrated with consistent creative and messages across online and offline marketing channels. The
success of the strategy will be measured by a series of KPIs covering everything from awareness to
loyalty.