Aligning Strategy with Budgeting
Yoko Wool
Yoko Wool Steps Into the Japanese Market
Adapting the strategy for Brand Awareness.
Yoko Wool Products Ltd. is an international supplier of natural, sustainable woollen garments and accessories like slippers, hats, jackets, and knitwear. Known for their quality and hypoallergenic properties, they cater to both B2B and B2C sectors in Europe with eco-friendly products. As they enter the competitive Japanese market, they must adapt to unique consumer preferences, especially for children’s products, while competing against fast fashion. In 2021, the Japanese apparel retail industry saw a 6.4% growth as the economy rebounded, leading to intensified competition.Yoko Wool operates in the niche childrenswear market, facing indirect competition from fast fashion and more prominent brands. Direct competitors include foreign and Japanese brands focusing on quality and sustainability.
With Japanese consumers increasingly valuing sustainability and quality trends, Yoko Wool is well-positioned but faces challenges from lower-cost manufacturers with disruptive distribution and communication channels. To succeed, they need a more effective communication strategy to improve brand awareness and consideration in this competitive landscape. After careful analysis, with a budget of € 30,000, I developed a strategy that aligns their communication and branding with the preferences of local consumers, ultimately enhancing brand awareness and trust.
Leveraging links is fundamental
secondary associations.
01.
ireland
The strategy includes promoting Yoko Wool’s association with Ireland, one of the world’s leading producers of sustainable and high-quality wool products. It emphasises its commitment to sustainability and high-quality.
02.
retailers
A strategic choice regards collaborations with key retailers to strengthen brand perception and expand distribution. Retail stores indirectly affect brand equity through an “image transfer” process by creating brand images in the consumer’s mind through product assortment, pricing, quality of service, and advertising.
03.
influencers
Influencer marketing lies on authenticity. By collaborating with 4 nano-influencers on Instagram, Yoko Wool can enhance the brand’s visibility. Each influencer will produce three unique content pieces by year’s end, aiming to engage at least 35,000 users and significantly boost brand awareness.
Online and Offline Marketing
The Strategy.
Social Media content creation.
Publish valuable content on Instagram and Facebook to engage with Japanese consumers, including product innovations and industry trends. Aim for an engagement rate of 5% and 8,000 unique users per month. To reduce costs, the company’s employees, who already engage in social media content creation and understand Japanese, will manage social media content throughout the year.
Social Media Advertising on 'LINE'.
Run targeted ads on LINE to boost brand awareness, focusing on women aged 25-65. The budget for LINE ads will be allocated mainly to Cost Per Mille (CPM), this model charges the company for every 1,000 impressions and is considered the go-to for brand awareness, combined with Cost Per View (CPV) that focuses on growing the account’s friend list, offering a straightforward way to expand Yoko Wool’s community. The goal is t to obtain at least 250,000 impressions, a reach of 100,000 unique users who see the ad, and a click-through rate of at least 1% throughout the year.
€ 2,000
Influencer Marketing.
Collaborating with 4 new nano-influencers on Instagram, each influencer will produce three unique content pieces by year’s end, aiming to engage at least 35,000 users and significantly boost brand awareness. According to price calculators, the price for
each piece of content, whether a video-story or a post, is roughly 87 euros for nano-influencers in Japan.
€ 1,050
Video Production.
Produce short, impactful videos in English and Japanese to increase engagement. Aim for 20,000 impressions and 8% engagement across all platforms. The videos will be used on the website and in in-store pop-ups.
€ 7,000
SEO & Website Localisation.
Enhance organic traffic through SEO efforts, with a focus on keyword research tailored to Japanese consumer behaviour. Create a website adapting its design to reflect Japanese cultural aesthetics, using emotional appeal and clear, informative content to improve conversion rates. The goal include increasing organic traffic by 20% within the year, achieving top 10 rankings for at least 8 high-priority keywords relevant to Yoko Wool products, maintaining the bounce rate below 40%, and achieving a conversion rate of at least 5%.
within the first half of the year so that the strategy can be adjusted if needed.
€12,000
In-Store Pop-Ups.
Create immersive brand experiences through pop-up stores in key cities, driving awareness and engagement. To encourage the retailers, the arrangements
would regard a hybrid model with a low flat flee and 10% of the revenue paid to the retailer.
The goals for this strategic implementation are: achieving an average satisfaction score of
85% or higher, measured through feedback devices installed in the store; attaining at least 150
interactions and mentions on social media platforms during the month about the pop-up; achieving a
conversion rate of 15% or higher; and a return on investment of 150%.
€6,000
If You Want To Know More About It, Contact Me!