# data[].attributes.body
Task - Cult Beauty

New Lip Whip Shades - Christmas 2020

4 Fs and how i am going to measure the success rate of the game in producing sales.

Virtual reality game

As you download the game you have to enter personal presets, such as name/email etc, as well as selecting images of makeup looks which are similar to your ‘everyday look’, a ‘glam look’ and a look you aspire to be able to create? And once you have selected some makeup styles/looks, it will allow you to try these looks on an image of yourself, breaking down what products that have been used and where/ how they've been applied, almost like a tutorial to educate the consumer as well. All the products used to create the three different looks will be then listed, available to purchase. There will be an incentive to drive the consumer to make the purchase, by stating a 20% discount on their next shop. The consumer will also be encouraged to upload an image of themself with their favourite look, using the makeup they had purchased. These will be put into a competition where the winner can pick an item to recieve for free. And all the images uploaded will be in a CULT BEAUTY gallery on the app for other users to browse.

# data[].attributes.body
Super drug has increased revenue over the years throughout a number of techniques to restore customer retention. One way of achieving this was due to their customer loyalty programme.
- the customer loyalty programme rewarded shoppers with points which can be exchanged for discounts.
- They also offer perks and exclusive offers to long term loyalty members, with exclusive gifts and regular promotions like 'treat thursdays' for example.
Their loyalty scheme has been partly responsible for maintaining loyal, regular customers. I feel this is very effective in order to get customers to go back, known they can get exclusive offers etc..

Boots
Boots offer a similar programme in rewarding loyal customers, with their boots advantage card, in which customers collect 4 points for every £1 they spend. And every 100 points, you get a pound off your purchases. This incentive is minor however effective in ensuring customers return, in hope to collect their points.

Gaming elements in which both brands incorporate into their retention marketing strategy is the idea of collecting points in order to win something ( in this case an exclusive discount), which motivates them to return to their stores and buy products, instead of shopping elsewhere at competitor stores.

# data[].attributes.body
Gamification
- Application of game designs/ elements in a non-game environment.
- Incorporated game techniques in a non gaming context.

# data[].attributes.body
A pop up store featured in busy location, to raise awareness for the brand, also to allow people to smell different ingredients. You then download the app to your phone and put together your favourite scents to create a personal moisturiser, which you can then purchase. - all about customisation and creating your own personal relationship with the brands products, through scent.

# data[].attributes.body
The 4 F’s included in my gaming concept for Neom :

Fun - The product creation element, experimenting with ingredients to make them completely personal to you.

Fame / fortune (leadership/ virtual currency) - the competition at the end, as you get the chance to receive a prize.

Feedback - the gallery section will work a bit like integral/pintrest, users upload their images and other users can comment etc.

Free (free to download) - the game is free to download, and freebies can be won, however users have to purchase the products.

# data[].attributes.body
Female
Millennial consumer aged 30+

# data[].attributes.body
Link building is the process of acquiring links from other websites to your own. It is the practice of building one way hyperlinks also known as backlinks, to a website with the goal of improving search engine visibility.

# data[].attributes.body
Thailand - specifically the capital Bangkok

# data[].attributes.body
"socially they all aspire to keep healthy and maintain good skin for everyday purposes”, -
Peter Bosevki, Global Marketing and Sales Manager for G&M Cosmetics.

# data[].attributes.body
Lack of labels/information on products to let the consumer explore and discover products for themselves? - connects to China's way of travelling to explore.
China - info shows preference to products without big logos (the rich).

# data[].attributes.body
Calming elements - Turn affordable brand into what is considered the new luxury? without adapting/increasing prices.

# data[].attributes.body
Don't judge
Acceptance of imperfections - embracing natural beauty, even though its a make up brand.

# data[].attributes.body
"Quietness, reflection, mindfulness and wellness will be the new luxury items"
- Julietta Dexter, CEO, The Communications Store.

# data[].attributes.body
"Chinese millennials cherish luxury products that are linked to caring for the environment"
- Aude Bossier, founder, LBB Asia.

# data[].attributes.body
- virtual reality aspects?
- could introduce competition elements, to also increase awareness, by giving away a good prize/reward.
- they include a lot of scents to their website/ products.
element including scents, maybe a concept to make their own?
- pop up to virtual make their own scents for personalised products.

# data[].attributes.body
Status, Access, Power, Stuff

# data[].attributes.body
Fun, Fame/fortune, Feedback, Free

# data[].attributes.body
Leaderboard,
Quest/Challenge, Levels/Progression,
Points,
Game mechanics.

# data[].attributes.body
Growth in demand for organic skin care products through Asia Pacific.

# data[].attributes.body
Online trends, such as Youtube to boost online reviews/awareness. - lead to collaborations with influencers to do reviews/ demonstrations of the products on their channels.

# data[].attributes.body
Functional cosmetics (anti-acing, brightening, sun cream etc)

Natural and organic products and ingredients, (algae extracts, clay, etc)

Multi step beauty rituals, ( eg. 3 step products, clinique)

-  Global Cosmetics Industry, Feb 25 2016.

# data[].attributes.body
Looking to use Neom as my brand, due their organic skin care products being a good selling point within the asian markets, which i have found through research into the market.

Skin care is very popular within Asian market, and the more awareness there is now on organic products, the more popular they have become.

# data[].attributes.body
every brand has to have an angle - sustainable efforts?
- organic materials?
- recycling schemes?
- free samples of products/ initivies towards consumers to feel good etc?

# data[].attributes.attachment_link.description
At NEOM we believe in inspiring people to live naturally healthier lives, through our 100% natural fragrances to boost your wellbeing, helping you to achieve better sleep, less stress, more energy or a mood boost.

# data[].attributes.headline
4 intro considerations to link building 

# data[].attributes.subject
4 intro considerations to link building 

# data[].attributes.body
Use strategic guest blogging

Create and distribute infographics

Check competitors backlinks

Replicate best links from competitors.

# data[].attributes.headline
Link building pros and limitations for search engine ranking of a website. 

# data[].attributes.subject
Link building pros and limitations for search engine ranking of a website. 

# data[].attributes.body
Pros

To discover new webpages

To determine where a page should rank on a search results

Other benefits include sending of referral traffic.

Cons

‘No follow attribute’, tells google not to trust a link

Useful for circumstances in which a site lacks total control over the links that are added to its pages, eg, blog comments, forums, editable Wiki pages etc.

# data[].attributes.body
1. mood boosting morning routine
2. Calming Night Time Skin routine
3. Our organic insight

# data[].attributes.body
website link, social medias all in channel description

# data[].attributes.body
- offer 15% off incentive to encourage people to be creative
- personal
- you can share your scent with others as a motive to encourage more people to try.
- refer to a friend option at the end of purchase to give them £5 off and yourself on your next purchase.

# data[].attributes.body
- Tutorials on products
- Famous asian influencers to show products/ routines.
- talk, educating consumer on what goes into our products, and why we use organic materials.
- best sellers video
- routines based on what you're after, e.g., relaxing, calming, mood lifting etc.

# data[].attributes.body
Objectives -
1. Neom to achieve more likes on their most recent instagram post than Molton Brown.
2. Neom to achieve more subscribers on their youtube channel.

KPI's -
1.  Neom's most recent image on instagram has 354 likes, in order to be more successful, they should be receiving 1000 likes per instagram post like Molton Brown.

2. Neom's currently has 532 subscribers on youtube, however Molton Brown has 1.11k. In order to be more successful they should be gaining more subscribers to reach 1.11k on youtube.

# data[].attributes.body
Objectives -
Increase the number of pages viewed per visit on neomoganicslondon.com

KPI's -
In comparison to Molton Brown, which receives 4.78 page visits on average by customers, neomorganicslondon.com only achieves 3.4, therefore will aim to bench mark itself at 4.78 pages per  visit.

# data[].attributes.body
Objectives -
1. Maximising e-commerce sales in the year over year report.
2. Increase the number of email marketing messages sent to consumers.
- More purchases
- More subscriptions

KPI's
1. For e-commerce sales to meet an increase from last year's annual report and data.
2. To manage how many customers sign up to a subscription for email messages and to analyse how many turn into sales through open rates and click rates to purchases.

# data[].attributes.body
Objectives -
1. Aim to increase consumer retention rates for the website neomorganicslondon.com.

2. Increase repeat purchases to gain a loyal customer base.

KPI's -
1. Customers currently stay on neomorganicslondon.com for 1.34minutes, whereas Molton Brown’s customers, on average, visit the site for 4.34 minutes. I will therefore aim to encourage consumers to stay on the site for longer to achieve a retention rate of 4.34 minutes per customer.
2. Look for data on statistical repeat purchases within the beauty market and use the figures and facts to justify a suitable benchmark to achieve success.

# data[].attributes.attachment_link.readable_text
Women across the world share have at least one one thing in common: a passion for beauty. When looking for inspiration and helpful advice, beauty blogs have become the first port of call for most women these days.

In Thailand, with many great Thai beauty bloggers, we are spoilt for choice. Below we have compiled a list of 10 Thai Beauty Bloggers, not in particular order, that we think are well-worth checking out!

# data[].attributes.attachment_link.title
10 Thai Beauty Bloggers to Follow for Inspiration and Advice | Siam2nite

# data[].attributes.attachment_link.description
Women across the world share have at least one one thing in common: a passion for beauty. When looking for inspiration and helpful advice, beauty blogs have become the first port of call for most women these days. In Thailand, with many great Thai beauty bloggers, we are spoilt for choice.

# data[].attributes.body
snappy/clips put together - inspiration for my youtube content

# data[].attributes.body
Youtube Beauty and Skincare Influencer - popular in Thailand, with 1million views on her skincare routine videos

# data[].attributes.attachment_link.title
Night time Skincare Routine | Patricia Good

# data[].attributes.body
STP Marketing Model

Segmentation

Divide marketing into distinct groups of customers (segments). - My consumers are predominantly women of the ages 30+, living in Thailand, who take care of their skin and wellbeing.

Targeting

Select most attractive segments to focus on your marketing - My consumer is a millennial Thai women, aged 32,who is married with one child. She lives in Bangkok, working as a teacher within a school. She is very committed to her skincare and wellbeing, through practicing buddhism as her religion, relaxation is considered very important to her. She shops regularly, earning on average a good income, being within the capital of Thailand, therefore having ai reasonable disposableincome. Due to skincare being important to her,luxury products are essential.

Positioning

Determine how to position your product for each target segment.  - Due to my products being for skincare, they have an intended purpose of improving your skin and wellbeing, to show results of healthier, gloryskin and a positive impact on your mental wellbeing ,they are positioned as functional.

# data[].attributes.body
(For each force work out whether its ‘high or low’)

Threat of new entrants         - To launch Neom in the Thailand beauty market, i am confident due to the niche of my products and the factthat my USP of providing mental health benefits through skincare is original.

Threat of substitutes            - Alternatives when searched for Neom are organic skincare brands in Thailand, such as mellow naturals or Ryn spa products.

Bargaining power of buyers - To get consumer loyalty in order to achieve returning customers for their skin care products. Make the products something the consumers needs, instead of them being a want. I could do this by offering loyalty schemes, or incentives to customers to ensure they shop again, for example money off your next purchase etc.

Bargaining Power of suppliers - My brand is established from being around since 2001, therefore the bargaining power of suppliers would be high.

Rivalry among existing competitors -  I would suggest that price could create rivalry for Neom as when entering this new market, Neom will be premium priced in comparison to other existing Thai brands, however i feel Neom offers more and therefore, prices can be justified, and this can initially be reduced by introducing a launch discount code etc,

# data[].attributes.body
Amira Skincare Thailand

# data[].attributes.attachment_link.description
Amaira Natural Skin Care Products have been rated the #1 choice for lightening, tightening and reducing scars or cellulite. Gain back your confidence and discover a body you love. Our proven serums use natural, healthy ingredients that are safe for intimate areas and sensitive skin.

# data[].attributes.attachment_link.description
Amira Whitening Open for re-seller updated their profile picture.

# data[].attributes.attachment_link.readable_text
Mellow Naturals is a luxury natural skin care line founded on the belief away from synthetic chemical-filled beauty, but rather nature-based alternatives that yield safer, non-toxic, more effective, and more sustainable results.

Our products are handmade and developed only from carefully handpicked selections of natural ingredients from Thailand and Asia's finest sources.

* no harsh chemicals * no parabens * no alcohol * no phenoxyethanol * no mineral oil * no silicone * no phthalates * cruelty-free *

Learn More

A few drops is all you need, it makes a great oil for the mornings as it doesn't sit on the skin and adds a healthy glow." - Hydration Drops

Amberly

# data[].attributes.attachment_link.title
Mellow Naturals | Luxury Skin Care with Asia's Finest Ingredients

# data[].attributes.attachment_link.description
Mellow Naturals is a luxury natural skin care line founded on the belief away from synthetic chemical-filled beauty, but rather nature-based alternatives that yield safer, non-toxic, more effective, and more sustainable results. Our products are handmade and developed only from carefully handpicked selections of natural ingredients from Thailand and Asia's finest sources.

# data[].attributes.attachment_link.readable_text
Ryn Spa products have been thoughtfully selected with natural essence of true organically grown key ingredients such as Calendula Oil, Green Tea Extract, Bamboo Extract and Hyaluronic Acid.

Ryn gently nurtures your mind and body with passion and good thoughts for jubilant state of self-indulgence, Blissful Mind and Joyful Body.

# data[].attributes.attachment_link.description
Ryn Spa products have been thoughtfully selected with natural essence of true organically grown key ingredients such as Calendula Oil, Green Tea Extract, Bamboo Extract and Hyaluronic Acid. Ryn gently nurtures your mind and body with passion and good thoughts for jubilant state of self-indulgence, Blissful Mind and Joyful Body.

# data[].attributes.body
Criteria to compare :

(physical comparisons)

Price range

Materials used

Sustainable / ethics

Consumer demographic (age/ gender)

Certifications ( PETA / positive luxury)

Market share (major country they sell too)

Conglomerate ( a parent company i.e jo malone owned by estee lauder)

Products

(digital comparisons, eg social media)

Social media types they use

followers/ following

Brand engagement

Website?

objectives/ strategies

# data[].attributes.body
Introducing SPF Moisturisers and Organic skincare products, containing essential oils, made with 100% pure fragrances to benefit mental health. 💛

# data[].attributes.body
Honesty

- Ensure honesty with users and clients to ensure they know you're not collecting data and ensure that users have realistic expectations of what can be achieved with the game.

- Gamification should not be used as a way to dishonestly gather information that a user would not freely give up under other circumstances.

Integrity

- Gamification should take into consideration accepted regional social practices, personal or ethical boundaries and general human rights, and should not be used to manipulate people into breaking them.

- Gamification should not be used for illegal activities ( as defined by the laws of the countries and locals for which its use is intended.)

- Gamification should not be used to manipulate users, especially those most vulnerable such as the elderly or children, for commercial purposes.

- Gamification designers will not claim property of other peoples work.

Transparency

- Encourage openness about the system to both user and clients, (within the limits of copyright, intellectual property and trade secrets) such as :

What the aims of the system are

What data the system will collect

How the data collected is to be used.

- Encouraging free access to information, and never sharing personal data without the appropriate consent.

Respect

- Gamification should not be used to make statements justifying violence, racism, abuse or similar matters.

- Consider the impact and sustainability that projects and workshops may have on the environment.

# data[].attributes.body
My Youtube Video

# data[].attributes.body
My Youtube Video 2

# data[].attributes.body
I will use large, medium and small hashtags on my Instagram posts, to gain as much viability for the brands content as possible.
Large hashtags (instagram)

-#wellbeing 7.2 million posts

-#organic 43.7 million posts

- #naturals 943k posts

- #selfcare 29.5 million posts

Medium hashtags (instagram)

- #cleanbeautyproducts 49.6k posts

- #skincareorganic 65.5l posts

- #naturalfragrance 45.8k posts

Small hashtags (instagram)

- #neomorganics 19.6k posts

- #organicmoisturiser2.5k posts

- #spfmoisturiser 425 posts

# data[].attributes.body
I am going to be using Instagram, Twitter and Youtube as my social media platforms, and i will be including hashtags of keywords on my posts, in order to generate and reach a larger audience with my content and to maximise engagement rates.

I will also incorporate these hashtags, which consist of some of my keywords, on my youtube channel and twitter account This is to optimise the auidience for my content and to target my demographic specifically on all my social media platforms .

# data[].attributes.headline
Keywords research provides you info on: 

# data[].attributes.subject
Keywords research provides you info on: 

# data[].attributes.body
What are people searching for?

How many people are searching for it?

In what format do they want that information?

# data[].attributes.body
Awareness - social media

Interest - snippets of products and positive reviews

Desire - emotional selling points

Action - relatable content to increase engagement

# data[].attributes.body
- organic moisturisers

- organic moisturisers for dry skin

- natural moisturisers with spf

- best organic face moisturisers with spf

- organic moisturisers for oily skin

- moisturisers with spf

- natural moisturiser for sensitive skin

- best moisturiser with spf for oily skin

Negative keywords i am going to use :

- free

- cheap

Geographic keywords i am going to use:

- Bangkok

- Thailand

# data[].attributes.body
Mental Health Benefits
- better sleep
- reduce anxiety
- calming fragrances

# data[].attributes.headline
SPF Moisturisers Core Products To Enter New Market

# data[].attributes.subject
SPF Moisturisers Core Products To Enter New Market

# data[].attributes.body
Sun protection is important to Thai demographic.
Neom Organics have SPF moisturisers with containing SPF 30, which is perfect for my target market