Proposal

Background: Smoothound White Diamond

Purpose
The Smoothound White Diamond campaign will be designed to promote the Smoothound brand and it’s new flagship product White Diamond cologne.

Company
Smoothound is a specialty men’s clothing and accessories brand.

Offering/products
Smoothound offers a range of specialty men’s products such as: cologne and ‘molded’ Ts, singlets and underwear.

Campaign drivers
Smoothound is unique because it is unashamedly catered to men…their egos, desires and insecurities.

Marketing background
There are existing campaigns that target a similar market however, it is Smoothound’s humble opinion that they are well below the goals of our marketing team and are hardly worth a mention. If you must indulge yourself in unworthy marketing check out these brands and websites:
Calvin Klein http://www.calvinklein.com/underwear/,
Tommy,http://www.tommy.com/opencms/opencms/europe/advertising/campaign/and more.
Hugo Boss, http://www.hugoboss.com/index.html, watch the campaign promos.
Lynx, see numerous ads on ‘youtube’ or see the links in my blog.
Nivea, http://www.nivea.in/home








Campaign Focus: Smoothound White Diamond

Campaign objectives
The objective of the Smoothound White Diamond campaign is to firstly, impress the pants of our most gracious tutors, and secondly, increase the companies market share and the awareness of the brand and it’s products among it’s target consumers, men.

Target market
The target market is men of all ages but most specifically from ages 14-45.

Target customer
This campaign is aimed at men of all ages, most specifically from ages 14-45. A teenage boy has just discovered himself and his inner manlihood. He has become aware of girls...big girls, small girls, any girls. He can’t get them off his mind. His sexual education class has proved more a hindrance than benefit as he spends all day re-capturing those images and diagrams. He has just finished science class where he sits next to Heather, a 15 year old princess in disguise. Beyond the braces and pony tails he sees beauty. He is determined to have her any way he can. The young man sees an ad on TV, a guttural African landscape...it cuts to a cologne bottle claiming masculine immortality and irresistibility. He has his tool. Heather shall be his, like a small scrubby grassland she shall be traversed.

Barry is 43 year old contractor. He is recently single and is striving to recapture his youth and manhood. He is understandably upset by his breakup but secretly relieved to be away from the 40 year old body that had proved so tiresome. His workmate mentioned a new ad to TV that claimed chemical irresistibility for men. He is intrigued and does a quick google search. “Diamond something” he said...


Competition
Existing brands with products that will compete for market share include:
Calvin Klein (cologne, underwear, Ts), Hugo Boss (cologne, designer accessories), Tommy (cologne, designer clothes/underwear), Giorgio Armani (cologne) , Lauder (cologne), Quicksilver (mens Ts and singlets), Mossimo (mens Ts and singlets), Lynx (deodorant), Axe (deodorant), Dove (deodorant), Nivea (deodorant).

Main Proposition: Smoothound White Diamond

Proposition
Smoothound’s flagship product is the new irresistible cologne, White Diamond. Inspired in essence by the rawness of deepest Africa it has a complex blend or hormones and natural elements that spark an irresistible female attraction in men who wear it. Also in the Smoothound range are ‘molded’ Ts, singlets and underwear that define and enhance the male body that help to imperfection to perfection. The Triple Cup Y-Front range is expected to be a star performer in the market.

Deliverables
At first, Smoothound customers will feel the satisfaction of receiving top quality, crafted products. But there’s also a more spiritual side to buying Smoothound. The inner confidence and outer sexual appeal that Smoothound products promote in all men give our customers a completely balanced and inspired experience designed to boost confidence, sexual appeal, and genuine masculinity.

Features
Smoothound offers an online store, discreet purchasing, store and online refunds for unsatisfied customers, and a quality assurance of the time honoured male bond and handshake.

Benefits
Smoothound products and service are catered designed by men, for men. Smoothound offers service and sales made easy for men.

Selling point
Smoothound products are unashamedly male. There’s something special about the essence of man and we here at Smoothound feel we have captured it and would like to share it with all our brothers man.