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KIMBERLY KRISTEN WONG

London College of Fashion
FdA Fashion Marketing & Promotion

Year 2 Term 2: Communications & Branding
Tutors: Edwin Phiri & Jon Kitto

SUPERPUNCH!

SuperPunch! is a brand that produces fashionable beverages targeted at females with active or busy lives.
LINKS

  • Jayden Shoes
  • Play Botique
  • Love Like Candy Floss
    • ARCHIVES

    February 2009
    March 2009



    CATEGORIES

  • Weekly Assignments
  • Jon Kitto
  • Edwin Phiri
  • Brand Elements
  • Reflections
  • Design Ideas
  • Advertising Management
  • Celebrity



    • ACORN PROFILING
    Friday, 20 February 2009 ♥ 21:03


    Group 1 Wealthy Achiever, Type 1: 
    Wealthy Mature Professionals, Large Houses
    • most affluent people in the UK, live in wealthy high status suburban and semi rural neighborhoods.
    • Highly qualified professionals, senior executives, business owners
    • Often in their 40's to 50's
    • Home and car ownership is high
    • Technologically literate, confident home PC users (making internt a popular channel for purchase and financial transactions)
    • Interests: traveling, golf, classical music, opera, wine, fine dining, charity, arts, skiing etc.
    • Reads: Financial times, Sunday Times, Telegraph (qualities)
    • Majorities: Couple with children, Couple without Children, Pensioner, Empty Nester

    Group 1 Wealthy Achievers, Type 2
    Wealthy Working Families with Mortgages

    • Affluent families, school age children, enjoy good lifestyle
    • Often both adults working, employed in senior managerial or professional occipations
    • Home are usually mortgages, with four or more bedrooms
    • Car ownership high (relatively new/expensive)
    • High levels of saving
    • Home computer is key ( for careers, education, reference, finance, gifts and leisure booking)
    • Reads: Telegraph, Times, Sunday Times, Financial Times, Daily Mail, Ideal Home, Marie Claire.
    • Active lifestyle, enjoy walking, playing golf, gym-ing, wine, dining out.
    • Majority: Couple with children, Couple without children, Empty nester, 5+ person household.

    Group C Flourishing Families, Type 10
    Well Off Working Families with Mortgages
    • young, active, affluent commuter families, often with many pre-school and primary school children
    • good incomes; able to afford long term commitments
    • tend to be in their 30's
    • professionals and managers with company pension and healthcare, company cars
    • financially aware, regular savings, invest in stocks and shares
    • high credit cards with high credit limits but spending not high
    • internet as a popular channel for financial services, online shopping, booking leisure activity, playing games, children's education
    • activities: aerobics, golf, rugby, skiing, DVD, satellite TV, cinema
    • Majority: Couple with children, Couple without children

    *Group D Prosperous Professionals, Type 13
    Well Off Professionals, Larger Houses and Converted Flats
    • living in urban areas of UK
    • most are well educated individuals (professional, managerial occupations, but also students and young singles starting out on their careers)
    • Large houses (4 or more bedrooms), converted flats, younger ones flat share or house share.
    • Car ownership high = wealthy nature, but due to urban location, traveling to work is still by public transport
    • High income, many residents earning over 50,000 pounds a year, financially aware, high level of savings and investments, high credit card usage
    • technologically sophisticated consumers make great use of internet for financial services, buying other products and services
    • ENJOYS arts, foreign travel and skiing
    •  Reads: Guardian, Independent, Times, Observer
    • Often found in Kensington, Chelsea, Wandsworth, Richmond

    Group E Educated Urbanites, Type 15
    Affluent Urban Professionals, Flats
    • balance between rented accommodation and home owners
    • Highly qualified, spend alot of time at work
    • Either young singles or couples
    • High disposable income...
    • invest in a broad range of products including high interests accounts, stocks and shares,
    • comfortable using internet to do financial research
    • interests: traveling, skiing, foreign countries, theatre and arts, good food and wine.
    • Reads: Guardian, Independent , Times, Financial Times, Observer
    • Found primarily in London (Kensington, Chelsea, Fulham), Oxford, Cambridge, Edinburgh

    Group E Educated Urbanites, Type 16 
    Prosperous Young Professionals, Flats
    • live in urban areas
    • highest levels of people aged 25-29
    • high salaries
    • usually rent rather than buy
    • use internet alot to order groceries, shopping etc
    • interests: reading, art, music, theatre, cinema, restaurants, pubs, traveling
    • high income, keen users of credit cards, high monthly spends and high credit limits
    • Reads: financial times, guardian, independent, sunday times
    • inner london: westminster, camden, islington as well as brighton, bristol, glasglow.




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