精信广告-ZIPPO打火机提案2.ppt

part ii: agency service recommendation the successful marketing/communication campaigns of grey global group beijing that targets on the “young & hip” segments 1, portfolio of communication programs to youth market case #1, kangshifu ice tea background an average ice tea product, a line extension from the leading instant noodle brand “kangshifu” (marster kon), much lagging behind key competitor president communication strategy leverage the power of youth culture and popular idol to “break” from the conservative and average brand image communication idea “cool power”, represented by pop music star ren xianqi execution consistent thematic advertising by ren, froom 2001-2003 event marketing: concerts, roadshow, fan gathering, campus competition, etc. retail marketing: posm, lucky draws interactive program: minisite, online games, email marketing, etc. results in 2001 kangshifu ice tea quickly rose to market leadership continuous sales growth in 2002 and 2003 case #1, kangshifu ice tea tvc pr program materials posms case #2: m launch nbackground nm, a south africa funded internet company, was launched in china as general portal in april 2000, but without success nin early 2001, grey was assigned the task of relaunch m as the “online service provider”, to the new internet users who are looking for value and aid in internet access ncommunication strategy nfocus on the differentiation in 24 hours door-to-door service, to establish the positioning of “best service provider of exciting internet experience” ncommunication idea ndoor-to-door service, anytime, anywhere nexecution nrepackage of product and comm. packages nthematic ad. campaign (tv, print, outdoor) “haircut” non-premise promotion program: sampling of starter kit, lucky draw, etc. nresults mbw brand awareness quickly rose to 60% within target audience in one month registration and enquiry kicked off at the ad campaign, increasing by 200% case #2: m launch full set of product package and communication materials that delivers the dynamic impact of the brand case #2: m launch thematic advertising delivers brand differentiation in a humorous & authentic way tvc print case #3, yahoo! launch background since its launch in china in 1999 yahoo!, in a portal positioning, met great barrier from the aggressive local portals (, , etc.) in 2000 grey was assigned to launch yahoo! brand in china, leveraging on its product competence of internet community communication strategy adapting global advertising strategy into locally relevant execution build a “funky and cool” image for y!, but in a chinese context communication idea “the nerd” you can find your friend on y!, no matter how strange a person you are! execution thematic campaign in shanghai and beijing: “nerd” campus program: roadshow, parties, sampling and promotion on premise: bar, disco, etc. results 40% increase of website visit, after 1 month of launch registration in club increased by 5 times at the end of the launch case #3, yahoo! launch tv advertising “nerd” case #4, skittles “fun fun fun” program background skittles was a well-known brand, but without excitement, basically limited in the kids market below 10 in 2002 grey was assigned to relaunch skittles to an older age group (16-18), strengthening the global brand equity of “stimulation of imagination” communication strategy total integrated communication centered on media programming communication idea “skittles fun fun fun team”: outward bound activities and tv programming & sponsosrship execution on-ground activity: outward bound exploration on-air program: creation of “skittles fun fun fun”, a tv program syndicated in 30 cities in china on-line activity: skittles fff website, online consumer participation programs on-premise activity: posms, distribution of stickers, lucky draws, etc. results 25% increase in brand awareness significant increase of key image attributes (“stimulting”, “exciting”, “creative”) more than 5,000 mail-in and 30,000 emails from consumers for participation 15% increase in sales volume case #4, skittles “fun fun fun” program on-ground activities and tv programming. case #4, skittles “fun fun fun” program catoon creation and usage in posm and retail promotion 2019/3/14grey worldwide12 case #4, skittles “fun fun fun” program minisite, online campaign and consumer mail-in 2019/3/14grey worldwide13 case #5, starburst launch in china background mars china plans to launch starburst, a soft fruit chews candy in china, targeting on teens and young adults from 18-24 years old in metropolitan cities new below-the-line model is to be adopted, due to budget limitation communication strategy position starburst as “refreshing fruit burst”, carrying an optimistic, energetic and dynamic personality experiential marketing programs amongst the core target execution compelling and consistent visuals in posms hip-hop roadshow in campus promotion and sampling through sms results to be measured at the end of 2003 case #4, starburst launch in china key visuals and posms 2019/3/14grey worldwide15 case #4, starburst launch in china hip-hop roadshow (event backdrop) 2019/3/14grey worldwide16 case #6, relationship marketing program for bat kent background based on bats strategy of on-targeted communication for brand switch, grey relationship marketing (grm) developed a series of dialogue marketing programs for kent, aiming at one-to-one communication with target smokers to create brand trial the “innovators” and “trendsetters”, typically male smokers aged between 25-29, are defined as the core target audience of brand launch, and the early adopter of product trial communication strategy design “opinion leader program” to acquire potential prospects, based on set criteria of age, choice of brand, kent brand muscles and consumer profiles build relationship with prospect through dialogue mechanism, aiming at brand trial and usage execution data source development: existing data and new data source building of ol database data verification and permission acquisition through telemarketing contact contact programs: dms, emails, parties, sampling, merchandising, etc. case #6, relationship marketing program for bat kent program flow: tele/interview verification o. l opinion leader cluster contact/survey result import data source 1.existing data 2.acquired data database get permission samplin g party invitatio n gift magazin e contact track,analysis, report case #6, relationship marketing program for bat kent parties and event: case #6, relationship marketing program for bat kent results: the program attracts 609 opinion leaders, and has successfully created brand awareness, image and trial within this base familiar with kentbeginning of the program mid of the program end of the program kent as only brand buy regularly 1.50%4.35%12.37% kent as regular brand8.90%18.75%37.19% tried in past 3 months, will buy regularly 14.78%22.36%24.12% tried in past 3 months, will buy occasionally 24.42%30.14%22.48% aware kent but not tried in past 3 months, will buy regularly 19.27%5.21%1.75% aware kent but not tried in past 3 months, will buy occasionally 22.26%3.11%0.76% 2, service proposal to zippo manufacturing why grey? global competence and network resources localized team and established operation base in china deep understanding of chinese consumer, esp. the youth market proven success in building brands, incl. building youth brands creativity in advertising development comprehensive offerings of integrated marketing communication diversified clientele, opportunities in co- promotion (e.g. zippo with bat kent, zippo with volkswagen cars) most import of all grey is an agency driven by results! service principles to zippo manufacturing service objective: full communication support for zippo brand launch in china, fulfilling zippos marketing objective of increase sales from $3mil to $10mil service disciplines to be included: core services: strategic planning: develop brand and communication strategy based on insights into the core target market in china executional planning: develop integrated communication plans, for both launch period (estimated 3 month) and sustaining period (estimated 9 months) advertising campaign development: creative concept, execution, production and extention media management: media planning, buying & evaluation optional services: (necessity and scale to be further discussed) event: pr and consumer experience events within core target audience retail promotion: promotional activities at retail outlets interactive programs: minisite, email marketing, online campaign relationship marketing programs: database and dialogue programs on “influencers” proposed team for core services remarks: 1)percentage in bracket refers to estimated % of time of the staff to be spent on zippo projects on a monthly basis (40 working hours per week, 4 weeks per month), given the task of launching a print-driven advertising campaign in china 2)account service team is the day-to-day contact with client on strategic development and project management 3)team of other communication disciplines, such as interactive, relationship marketing, eventing, pr, will be deployed at the requirement of the client proposed compensation scheme for core services grey prop