Chelsea Hayes & Patrick Quintavalle Advertising copywriting & Art direction Adam Peruta December 12, 2010
TABLE OF CONTENTS
RESEARCH QUESTIONS...... 3
RESEARCH OBJECTIVES...... 3
PRIMARY RESEARCH...... 4
SWOT ANALYSIS...... 4
SECODNARY RESEARCH...... 5
RESEARCH FINDINGS...... 5
COMPETITOR ANALYSIS...... 6-7
TARGET MARKET...... 8
Creative brief...... 9
Strategy statement...... 10
Roughs, sketches & ideas...... 11-13
Final executions...... 14-16
Appendix...... 17+
2 RESEARCH QUESTIONS
Where can you buy it? How much does it cost? Do they sell the product directly to the consumer? How many styles are there? How man come in a standard pack? How many heights/options are there? Who is the current target audience? How have they advertised in the past? What are the attitudes consumers have towards the brand/product? Why do people purchase socks in general? Do most people purchase their own socks or receive them from others? Are men’s socks really only worn by men? How frequently do people purchase socks? What are the differences in the competitor brands? What benefits does Hanes offer that differentiates it from the competition? About how long does an average pair of socks last? Do people use socks for reasons other than wearing? Do people view socks for under shoes only or do people wear them instead of slippers?
RESEARCH OBJECTIVES
• Define our target market based on demographic and psychographic information • Develop a better understanding of the product and its uses • Discover how consumers view our product • Understand the competitive forces in the market
3 PRIMARY RESEARCH
• Survey (Questions included in Appendix) o To determine the proper target market o To determine how consumers select their brand o To determine any brand loyalty in the market
• Informal Discussions with males in our target audience o To find out their motivations are when purchasing our product o To determine what aspects that are important to them in this product o To find out in what situations they are most to purchase the product o To determine their perceptions of different brands • See appendix for more through research documents
SWOT ANALYSIS
Strengths
• Hanes is a well-known and reputable brand name • Relatively inexpensive compared to designer brands • Known for comfort • Plain • Versatile • Androgynous aspect
Weaknesses
• Not the most durable/ top quality • White socks can get dirty easily • Many consumers keep socks for a long time
Opportunities
• Can use socks for other non-conventional uses (art projects, storages, etc.) • Possibility to create different lines of socks (branch out/line extension) • Position socks as a fashion purchase rather than a necessity purchase
Threats
• Competitor brands • Perception that socks are a means of self expression therefore white socks are perceived as boring
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SECODNARY RESEARCH
• Visited the Hanes Website to obtain background information, impressions of the brand, and information about Hanes socks. • Looked at MRI+ to obtain the proper target market for our product and campaign. • Research about distribution of Hanes socks, price points and availability.
RESEARCH FINDINGS
We first visited the Hanes website to gain insight on varying product offerings and price. Hanes offers a variety of socks in several colors, materials, and styles. They’re offerings vary from low cut, cushion white socks to grey cushion ankle socks. Different socks come with different cushioning, colors, and ankle length. The standard pack of 6 of Hanes Classics Cushion Low Cut Socks that we will be advertising in this campaign costs $8.99. After researching general information about the product we sought to find out what retail outlets carried Hanes socks. We found that discount chains such as Target and Wal- Mart all carry men’s Hanes socks in a variety of styles. Private footwear retailers such as Foot Locker and Finish Line do not carry Hanes socks. These retailers carry mostly name brand socks such as Nike, Adidas, and New Balance. Our survey was a strong indication of our target audiences feeling and motivations for buying socks. Of the 90 men that participated in our survey, 84 were between the ages of 18 and 25. The results from this sample are a strong indication of the attitudes of our overall target audience. 50% of the participants in the survey already wear Hanes socks. Nike socks were the next highest brand with 31.9% of the sample. Many participants noted that they did not have a preference when it came to the brand. Rather, 61.9% said that texture and softness mattered the most when looking for socks. Other strong purchasing factors included price and style (low cut). Almost all participants in the survey stated that they buy socks only a few times per year. The majority of our sample pointed out that their reasons for buying socks were when they ran out, lost socks, or their socks were worn out. The last question in our survey showed much about the general perception of the Hanes brand. When asked for the first word that comes to mind when hearing “Hanes,” many of the survey participants stated “Michael Jordan.” This shows that Hanes past advertising technique of celebrity endorsements has been quite successful. Other common responses included comfort, underwear, and cotton. We also conducted informal interviews with men between the ages of 18 and 25. In these conversations, the interviewees indicated similar concerns and motivations expressed in the survey. Several interviewees stated that new socks make them feel clean and fresh because old socks get worn out, dirty, or lost. We determined from these results that we want to promote Hanes socks as a desirable purchase rather than an available option.
5 COMPETITOR ANALYSIS
Wigwam “Wigwam Mills, Inc. is proud to knit its socks in Sheboygan, Wisconsin, U.S.A. We want you to feel good about buying the Wigwam brand because we’ve set a standard of integrity that we strive to live up to every day…We support wool producers in this country by sourcing our wool almost exclusively from American yarn spinners who buy from American wool growers. And we support domestic yarn spinners whenever possible and work with them to get the best quality natural and manmade fibers and yarn for all of our products…For over 100 years, Wigwam has been dedicated to enhancing the lives of our customers. We have done this not just through providing them the finest quality socks, but by providing them with the assurance that their purchase of Wigwam socks supports its reputation of honesty and integrity. “
Jockey
“Jockey International continues to be a privately held company, headquartered in Kenosha, Wisconsin. We employ over 5,000 people around the world. Jockey International, Inc. was founded in 1876 by Samuel T. Cooper, a retired minister who wanted to help lumberjacks suffering from blisters and infections caused by their shoddy wool socks. Consumers learned they could trust him, and his tiny hosiery business grew and then expanded into underwear. As we have grown in size and sophistication, that simple commitment to serve our customers has continued to be our hallmark…and the secret of our success.”
Nike “Our goal is to carry on his legacy of innovative thinking, whether to develop products that help athletes of every level of ability reach their potential, or to create business opportunities that set Nike apart from the competition and provide value for our shareholders…Our world headquarters is located near Beaverton, Oregon, a suburb of Portland. So while the Pacific Northwest is the birthplace to Nike, today we operate in more than 160 countries around the globe. Through our suppliers, shippers, retailers and other service providers, we directly or indirectly employ nearly one million people. That includes more than 30,000 Nike employees across six continents, each of whom make their own contribution to fulfill our mission statement: to bring inspiration and innovation to every athlete* in the world.”
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Fruit of the Loom “For more than 150 years, Fruit of the Loom has fulfilled a promise to its consumers ... a promise of quality, value and trust. As a vertically integrated manufacturer, we control the quality of our garments every step of the way - we manufacture our own yarn, knit the cloth, cut the fabric, sew the garments, and package the product ourselves. When you buy Fruit of the Loom products, you can be assured of comfortable, up-to-date styles at value prices.”
Adidas Adidas is a major German-based sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-adidas golf company (including Ashworth), and Rockport. Besides sports footwear, the company also produces other products such as bags, shirts, watches, eyewear and other sports and clothing-related goods. The company is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, after its U.S. rival Nike. “Our mission is to become the best sports brand in the world. To that end, we will never equate quantity with quality. Our founder Adi Dassler was passionate about sports. For Adi, the athlete came first. He gave those on the field, the court and the track the unexpected and the little differences that made them more comfortable and improved performance. This is our legacy. This is what the brand stands for. This will never change."
Under Armour “It started with a simple plan to make a superior T-shirt. A shirt that provided compression and wicked perspiration off your skin rather than absorb it. A shirt that worked with your body to regulate temperature and enhance performance. Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour is the originator of performance apparel - gear engineered to keep athletes cool, dry and light throughout the course of a game, practice or workout. The technology behind Under Armour's diverse product assortment for men, women and youth is complex, but the program for reaping the benefits is simple: wear HeatGear® when it's hot, ColdGear® when it's cold, and AllSeasonGear® between the extremes. Under Armour's mission is to provide the world with technically advanced products engineered with our superior fabric construction, exclusive moisture management, and proven innovation. Every Under Armour product is doing something for you; it's making you better.”
7 TARGET MARKET
• Demographics: o 18-35, male o All races o College students o Young business men o Middle to upper class o All geographic regions
• Psychographics: o Motivated individuals o Active lifestyle o Concerned about their outward appearance . “Dress for success”
8 Creative Brief
Background Hanes claims that millions of people count on their famous products daily. They offer a variety of products including bras, panties, underwear, T-shirts, socks, clothing, and more...for men, women, and kids. Hanes claims their popularity can be attributed to the comfort level they provide to their consumers. Hanes offers good quality products for affordable prices and they continue to stand behind their statements. They offer a money-back guarantee that they will make the “best-fitting, most comfortable clothing possible. You get nothing but total comfort and a superior fit – guaranteed! Or your money back.”
Role of Advertising The purpose of advertising will be to develop a new brand image for Hanes. In the past, Hanes has been viewed as a simple necessity for consumers. These advertisements will promote Hanesʼ socks as a desirable purchase rather than a necessity. Furthermore, the ads will use sex appeal to better target a younger demographic and create a more stimulating image for the brand.
Who are we talking to? Our target audience will be predominantly males aged 18-35. They are of all races and are usually motivated individuals. The target audience is not defined geographically, but they do fall between middle and upper class. These males are independent and hard working. They are often materialistic and concerned about their outward appearance. These men choose to purchase Hanes socks to maintain their personal image.
The Big Idea Hanes socks provide an affordable way to maintain a “fresh” image and keep consumers on top of their game.
How do we know were right/ support People enjoy having affordable options for items that they view as necessary. People in our society enjoy values such as convenience and comfort and these are qualities that Hanes promises their consumers. Hanes socks offers a classic option that will keep our consumers looking good and feeling their best.
Tone of the Message The tone of the message is direct and humorous while the artwork maintains a modern and sleek look. The simplicity of the ads reflects beneficial aspects of the product while letting consumers see a different side of the brand.
Executional Considerations (mandatories) Product Shot Product Logo Hanes name Tagline
9 Strategy Statement
Who is our target? Hey what’s up? My name is Mike and I’m 22 years old. Last year I graduated from Syracuse University with a degree in Business. Right now I’m living on my own for the first time in New York City. I was lucky enough to snag a job trading at Citi Group. I live with my friend Matt and the city life is pretty fun. We’re still figuring out the ins and outs of living on our own, but so far so good.
Where are we now in the mind of this person? I buy new socks every few months or so. It seems like my socks always go missing or get worn out. When I do need socks I usually buy Hanes. They’re pretty cheap and I like the way they feel. Also I wear Hane’s t-shirts so I usually pick them up together. It helps that I never have to match them up cause doing laundry is annoying enough. Even though I like Hanes, I’m not too picky when it comes to no- show, white socks.
Where is our competition in the mind of this person? To me it seems stupid to spend a lot of money now that I’m paying my own bills. I try to get good quality essentials as cheap as possible. I can’t really afford to buy name brand socks like Nike and Adidas, but there are a couple of other brands that do the job. WigWam, Jockey, and Fruit of the Loom are all pretty good options in terms of quality and price.
Where would we like to be in the mind of this person? Hanes socks are super comfortable and always make me feel fresh. I like Hanes cause they’re simple, inexpensive, and durable. I feel like I can always get a good wear out of them but I never feel guilty buying too many.
What is the consumer promise, the “big idea”? Hanes helps me maintain a clean and put together image. Hanes white socks are a necessary staple item that should be in every man’s wardrobe.
What is the supporting evidence? Hanes promotes their money-back guarantee which boast quality products or your money back. Hanes has a great reputation and is at the top of the market for affordable and good quality socks.
What is the tone of voice for the advertising? Convince consumers that Hanes socks should be a more frequent purchase. We want to get across the idea that socks can contribute to a person’s image and are a fashion decision rather than a necessary staple item. Socks can be sexy.
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