Functional Analysis
Introduction
Additionally to identifying the needs of the target group, it is important to investigate the purpose of other communication products, that have been previously established and used in similar contexts. Therefore, it is important to understand how specific communication products are typically designed to seem appealing, create desire, and persuade the target group in the most effective way. It is further essential to investigate competitors´ best practices in communication and establish reasonable benchmarks as orientation for Capotes communication product.
Key concepts & Research Questions
Figure X: Deriving key concepts for the ‘Functional Analysis’ from preliminary research
Since the main focus of the research objective is to raise brand awareness, create interest and trigger desire among the target group, the following relevant theories are unravelled and applied. The AIDA (Awareness, Interest, Desire, Action) model can be used as a framework to find out how similar brands of the fashion and eyewear industry promote their product/brand and communicate to the target group. The framework of the AIDA model remains the same. However, in her thesis Rawal (2013) includes the importance of modern media. To the target group relevant media and channel need to be used in order to be effective (Rawal, 2013). Further, the first touchpoint, where attention is grabbed is essential as point of departure and to set the base for the target group to further develop interest. From there onwards the company needs to influence the target group in that way that they desire the product enough to set a further course of action (Rawal, 2013). Rawal (2013) further argues that the attractiveness of the visual presentation plays an important role when persuading. The following presents the ´6 Principles of Persuasion´ by Dr. Robert Caldini in order to highlight and follow upon the concept of persuasion. A detailed literature review can be found in Appendix B: Functional Analysis.
Figure 10: Principles of persuasion (Cialdini, 2019)
Figure 11: Unravelling the ‘AIDA Marketing communication model’ (Rawal, 2013)
Central question 1
What are the most important functions of communication products used by competitors with a similar target group (relevant benchmarks)?
Sub question 1
What messages do competitors product communicate? What effect do these messages have?
Sub question 2
Which mediums and channels are used?
Sub question 3
What elements are used to grab the target groups attention?
Sub question 4
Which product/brand features do their products communicate?
Sub question 5
What persuasion techniques do they use in their communication products?
Sub questions 6
How important is a striking subject line?
Central question 2
How do other premium fashion brands try to convince the target group of their product and convey desire into a purchase action?
Sub question 1
How do other premium brands try to motivate the target group to add their product to their store?
Sub question 2
What are triggers that result in the desired action?
Central question 3
What are universal design principles?
Sub question 1
What are relevant design principles in graphic design (online look book)?
Sub question 2
What are relevant design principles in persuasion?
Research Strategy
The research strategy for the functional analysis aims to gather data about the best practices of brand promotion from business to business by identifying key concepts with regard to the central research questions and through the means of desk research.
Limitations
Since this research aims to find out the best practices of brand promotion from business to business, the collection of similar brands internal communication products is needed. This data is usually hard to gather as an external figure or third party. Hence, conclusions are drawn based on the material that have been made open for access, and further my personal experience and expertise as a former employee of a communication and promotion agency (Tailored Communication, Berlin) of the music industry. (prior knowledge of campaigning b2b / common practices email)
Results
For the best practice analysis, the following premium eyewear brands were chosen: VAVA, Thierry Lasry, Rigards, Mykita, Kuboraum, Jacques Marie Mage and Pawaka. To review specific examples and further for an explanation of selection criteria, follow Appendix B: Functional analysis – Examples of research results.
The following benchmarks have been identified based on the analysis of various relevant communication products from the brands mentioned above, and further from a revision of a previously implemented business to business campaign, namely the promotion of the ´In Waves´ LP from ´Lord of the Isles´ within the means of my internship project at ´Tailored Communication´.
It is common practice to use informative messages to introduce a brand or a new collection to the target group. Those include the current state of business e.g. increase of sales as well as product and production information.
All of the brands use electronic communication products in form of written and visual information.
All of the brands use electronic channels in the form of website, digital press release, social media (Instagram, Facebook) and Email.
All of the brands highlight the product itself through a plain presentation of the product (various angles mainly frontal, and three-quarter perspective) or by the use of close ups. The models tend to blend in the background whereas the product gets to shine out.
All of the brands highlight and present the for the brand typical product features/benefits e.g. material specifications, limited edition, collaboration piece. Furthermore, a brief introduction to the recognition value of the brand/product is presented.
All of the brands use pleasant visual design that aligns with their house style and brand identity. However, the product remains in the spotlight and additional design is rather subtle than dominant. Artwork that is used serves solely the purpose to support the essence of the product.
Figure 12: Summary of the ‘Best Practice Analysis’ results for the central question 1 and 2
Relevant principles of (graphic) design
There are various basic principles of (graphic) design, which should be regarded and implemented, depending on the purpose of the product and target group. Therefore, the most relevant principles for this research have been identified and listed (Pawar, 2019, Champman, 2018, Rawal, A., 2019).
Context Analysis
Introduction
After identifying the preferences of the target group and the benchmarks of previous communication products, it is important to investigate the context, where this research project is being implemented. The therefore so-called context analysis identifies pre-conditions may arise of the micro, meso and macro environment of Capote with regard to this research project.
Key Concepts & Research Questions
Various factors internal as well as external can have an impact and ultimately determine the obdurate success of an aimed brand awareness campaign from Capote within the Japanese fashion market. For that, factors such as industry trends, stakeholders, economy, trade policies, and media should be examined since they can impact the development of the brand awareness campaign of Capote. Unraveling the SWOT analysis and PESTELI analysis as well as the competitive advantage will help to identify the relevant factors for the context. The derived trend analysis will examine the relevant factors to be considered by foreign premium brands when entering the Japanese fashion market with regard to raising brand awareness and building B2B relationships. Figure X: Derivation of Trends Analysis
Trend Analysis
The focused categories of the trend analysis are derived from the PESTELI tool (Jurevicius, 2014). The focus lays on five relevant factors: economic, socio-cultural, technological, legal and the specific industry in Japan. The result of each focus area will give valuable insights for the design requirements.
Figure X: Trend Analysis derived from PESTELI analysis tool (without political & environmental factor) (Jurevicius, 2014)
Central question 1
How does Capote´s internal strength and weaknesses as well as external threats affect the design and implementation of a brand awareness campaign?
Central question 2
What are the relevant economical, socio-cultural, technological, legal and industry trends in Japan?
Central question 3
How do the identified economical, socio-cultural, technological, legal and industry trends influence the brand awareness campaign plan of Capote?
Research Strategy
To answer the research question desk research is conducted aiming to gather qualitative data which will define the internal as well as external preconditions that are relevant for creating a successful communication product. Within the research theoretical models namely SWOT and PESTELI are applied.
Results
The following section summarizes the results for the research questions derived from the SWOT and PESTELI analysis. A detailed analysis of both, can be found in the Appendix B: Context Analysis.
Central question 1
How does Capote´s internal strength and weaknesses as well as external threats affect the design and implementation of a brand awareness campaign?
The strengths of Capote can positively influence the design and implementation of the brand awareness campaign. The fact, that Capote´s product is already positioned in some of the best high-end boutiques, the steadily increasing global interest in the brand and further international recognition can reaffirm the target group to consider adding Capote´s product to their stores. In addition to that, the extraordinary design, overall attractiveness of the product, and high quality of the material can be highlighted when designing the campaign to further spark interest of the target group. However, the small team and internal start-up structure could restrain the company, when implementing the campaign expanding their network. Potential external threats like import tax and trade regulations have been out ruled though the trend analysis.
Central question 2
What are the relevant economical, socio-cultural, technological, legal and industry trends in Japan?
There is an overall trend for quality over quantity. Especially the luxury apparel market continuous to strive. Further, there is a noticeable and growing preference for private labels, which is strongly presented in the Japanese fashion industry. A relatively large amount of the population is able to afford luxurious items and is further willing to spend more money on exclusivity and uniqueness. Generally, European brands are trending among the population due to the fact that products get offered that haven´t been on the market before. Regarding the demographics, the findings highlight the importance and validation of politeness, etiquette, and respect.
Central question 3
How do the identified economical, socio-cultural, technological, legal and industry trends influence the brand awareness campaign plan of Capote?
The identified trends correspondent positively towards Capotes brand philosophy and product features. As the demographic findings indicate it is important that the textual content of the message is creating according to the Japanese etiquette and the general approach and message should in any case be written respectful and polite. Another advantage is to point out the country of origin since that can spark interest and popularity in the brand and product (sunglasses). Since a large majority of the established businesses in Japan use the internet for their day to day activities and mobile usage steadily increases due to the high-quality supply of internet. It is reasonable to distribute the campaign by email as well.
Central question 4
What is the competitive and differentiation advantage of Capote?
Conveys message in English & Japanese The education level is generally high; Japanese language is appreciated and increases success opportunities
Highlights: independency of the brand (private label), design, customization & details, uniqueness, quality, material Correspondents with the current market trends and consumer behaviour
Is distributed via Internet -> Email Among B2B the most used communication tool to exchange digital files & information
Is written polite, respectful and embraces Japanese etiquette Correspondents with Japanese preferences and important values
Indicates country of origin (island, Ibiza) Triggers interest and decision making and desire to own a foreign country specific item
Is mobile friendly Correspondents with the current usage behaviour
10.3.2020
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