Sleep &Shine - promotional plan booklet
I was required to create a new brand in the highly competitive fragrance market. After researching the market and identifying opportunities for a new scent brand, I created the brand 'Sleep & Shine'. This is the promotional plan booklet for Sleep & Shine. The report shows a detailed understanding of the brand, including Sleep & Shine’s brand identity, journey, route to consumer, and an integrated marketing campaign.
I was required to create a new brand in the highly competitive fragrance market. After researching the market and identifying opportunities for a new scent brand, I created the brand 'Sleep & Shine'. This is the promotional plan booklet for Sleep & Shine. The report shows a detailed understanding of the brand, including Sleep & Shine’s brand identity, journey, route to consumer, and an integrated marketing campaign.
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The STUDENT
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Our ideal ‘student’ consumer would be Sophie; she is 20 years old and lives in Nottingham.
Sophie is currently in her final year at University, studying Criminology and Psychology, as
well as working part time in John lewis. With high aspirations for her degree, she is ambitious
and career driven, she is eager to get where she wants to be in life, subsequently wanting the
best for her health, especially during her exam period. As a millennial, Sophie is highly invested
in technology, spending each spare minute keeping up to date with her friends and favourite
brands on social media – eager to get her hands on the newest gadget. Sophie shops at Zara,
Topshop and H&M, but aspires to wear designer brands. Her latest brand obsessions are Benefit,
The Body Shop and Frank, she cares a lot about the packaging and reputation of the brand.
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