宝洁案例-如何利用网络进行品牌建设PPT课件

1 ChinaDigitalBusinessTeamMarch2 2009 2 Terminology FMCG P Grelatedcategoriesincluding SkinCare BabyCare Grooming HairCare PCC OralCare F HC FemCareDTC ReferstooneofeCommercebusinessmodelwheremanufacturersselltheirproductsdirectlytoconsumerOpenmarket Referstoaonlineshoppingportalwhereitisopenforeveryonetosellandbuyontheportal e g TinChina GinKorea eBinUSeRetailer Theretailerwhichdoesbusinessthroughinternet eRetailernormallyhavetheirownwebsitetosellproductsaswellasin housesupplychaincapability 3 AgendaToday Whatwe velearnedIndustryConsumerCompetitorsGlobal othermarketsTaobaoWhatweproposeWhatweneed 4 China themostpromisingmarketintheworld OnlineMSE Datasource 20090212 iR2008 2009Chinainternetshoppingindustrydevelopmentreport bn 1Internetmarket298MMinternetusers 22 9 penetration 1eShoppermarket456MMeShopper 2eCommercemarket2013 163b 5 HowFMCGonlinebusinessinChina FMCGonlineMSEbymarket 6 eChannelalreadybigpartofChina1 1 100 FMCGonlinesalescomefromChina1 1 Ifwedonotplaywewilldefinitelyloseourmostvaluableconsumers Skincare onlinebusinessVS total 3 1 11 7 1steCommerce5 YearDevelopmentStrategyandPlanissuedinJune 07 byNationalDevelopmentandReformCommission NDRC EmploymenthasbecometoppriorityforChinesegovernment In2008 Taobaocreated570MnewjobsthatequalstothetotalnumberofnewlycreatedjobsinShangHai 2008eCommerceMarketResearchReport byiResearch TheStateCounciljustpublished ChinaTop10IndustryDevelopmentPlanintheNext3Years 2eCommercefundamentalslisted 1 nextgenerationofinternetapplicationwithmoreusers2 Logistic StrongGovernmentDriveoneCommerce 8 MoreHeavyPlayers StrongMoves 9 Taobao selling brandbuilding 10 Consumer agenerationP Gnotyetbutmustwin Datasource 1 CATIresearch Feb08 SinoMonitor 90MM 64 vs YA25 China1 183 age16 3274 college 48 7 HHincome 5000 m 178indexrep 1 9hourTV3hourInternet57 5 searchbeforebuy90 infofrominternet 11 Consumer theyarebuyingFMCG Source Quantitativetestamongon lineusersinFeb09 IResearchon linePanel 12 Consumer PurchaseBarrier Source Quantitativetestamongon lineusersinFeb09 IResearchon linePanel 13 Consumer InsightTime effortsavingdrivesonlineshopping CredibilityTheyareattractedbyperceived20 40 offvalue yetnotnecessarilyboughtthethingsinfinalbasketwithsuchlevelsavings 14 Competitor L OrealGroup Integrateddigitalmarketing salesmodelSearch leadingdigitalmarketingstrategyacrossbrandsCorporatemodelacrossbrands LorealParis HR Vichy Biotherm etc DTCselling brandwebsiteplaysbrandbuildingandselling StrategicpartnershipwitheRetailersLancomeaspioneer 15 IntegratedDigitalSEM eCommerce L Oreal Google E CommerceWebsite JoyoAmazon OfficialE CommercePartner Strawberry OfficialE CommercePartner Sasa 16 E CommerceWebsite JoyoAmazon OfficialE CommercePartner Zoshow OlfficialE CommercePartner Strawberry IntegratedDigitalSEM eCommerce L Oreal Baidu 17 Lancome Google E CommerceWebsite JoyoAmazon OfficialE Shop OfficialE CommercePartner Sasa 18 Lancome Baidu E CommerceWebsite BaiduYouA OfficialE Shop OfficialE Shop 19 BIOTHERM Google E CommerceWebsite JoyoAmazon OfficialE CommercePartner Sasa OfficialE CommercePartner Strawberry 20 BIOTHERM Baidu OfficialE Shop E CommerceWebsite JoyoAmazon OfficialE CommercePartner Strawberry OfficialE CommercePartner Strawberry 21 MAYBELLINE Google E CommerceWebsite JoyoAmazon 22 MAYBELLINE Baidu E CommerceWebsite JoyoAmazon E CommerceWebsite BaiduYouA 23 VICHY Google E CommerceWebsite JoyoAmazon E CommerceWebsite 24 L OREALrunscampaignssimultaneouslyonlineintegratedwithdifferentmedia L OrealSystematicKeyWords L OrealGroupSustainableModel 25 Lancome PioneerDTC integratedbrandbuilding onlinesalesplatform 50 ordersfromhighqualityconversionofGoogle BaiduClicksInternetusersusedtosearchbeforeonlineshopping 2008 LancomeDTCstoresalesatUSD3MM Top10counters FullassortmentonlineLancomeCommunityHolisticonlineshoppingexperience 26 LancomeUsers ExperienceDiagram Search 兰蔻 Lancome 27 OtherMarketsConfirmOurRighttoWin UK Wecanselllaundry HC Femverywellonline OnlinesharepremiumsacrosscategoriesKorea 60 ofonlinebusinessisfromHaircareWhitespaceexpansionisbiggestbuildingblockWinonopenmarketwith distributoreStore 28 UK BICmarketconfirmedrighttowin DRAFTFCBresearchSep Oct 06 ofmulti channelshopperswhohaveeverboughteachselectedcategoryon line 29 UK onlineevencanbebettervs offline 30 Korea 31 FY0708KoreaeCommerceCategorysplit FY0809WhitespacefirmNIV 1713 stretch 6025 32 33 Taobao 1 Taobao sVision Water Electricity Gas2 FMCGasKeyNewBuildingBlock make95 commoditiesintraditionalchannelspopularonline 3 BarrierstobigcompanytooneCommerceBrandbuilding nointegrationondigitalmarketingSales trade noexisting maturetradestructureOrganization capability activitysystem organizationstructure etc 4 Suggestion Quartervs Year 小步快跑Holisticmarketing salesmodeleSellermodel In city deliveryco op 34 Taobao sCommitment DataSharing AvonbecomeNo 1Skincarebrandonlinewith 34MMinCY2008 CY2008 35 Taobao sCommitment LearningsofBIChttp www e 2008 50MMRMB2009 100MMRMBIntaobaomallApr 08 LiNingeStoreontaobao LiNingeMall 36 FlagshipStoreinnovation experiencecenter Topseller1 skincare Topseller2 babycare TopsellerN P Glocaldistributor P Glocaldistributor P Gdistributor Consumer TaobaoCommittment Flagshipstore TopSellerCoverageModel P Glocaldistributor 37 TopSellerCoverageModel Why CredibilitytotaobaoeShoppersHugeTraffic top5SCsellersattract2 3MMUVin1monthBetterconversionrate 4 6 vs 3 oftao