奥美提案奥美OgilvyCoffee Festival 2000

,CoffeeFestival2000,For:InternationalCoffeeOrgnizationDate:March8,2003,Content,MarketSituationStrategicThinkingonFestival2000ProjectScopeOff-lineSupportandPromotion,MarketSituation,ThecoffeemarketinChinaisstillatanembryonicstage,butthereisagrowinginterestinallformsofcoffeedrinking.However,around85%ofconsumerdemandisforsolublecoffee,especiallyintheformofcoffeemixes.Theawarenessishigh,butaverageconsumptionislow;heavyuserisonlyfew.Itsmoreappropriatetomakegenericpromotionthannormalcompetition“brandversusbrand”.,MarketSituation,AlthoughthereisahighlevelofawarenessofcoffeeinbigcitiessuchasBeijingandShanghai,knowledgeofcoffeeislimitedandmanypotentialconsumershaveneverorrarelytastedcoffee.Thereisnegativeperceptionaboutcoffee:its“bitter”taste,badforthedigestionandkeepingawakeatnight.LackofthepositivecoffeeknowledgeiskeybarrierforChinacoffeeconsumption.,MarketSituation,CognitionofcoffeeinChinaistypicalwesterndrink.Coffeeindicatesmodernlifestyle,whichdeeplyinfluencesyoungfashion-consciousChineseconsumers.PositiveperceptionofcoffeeintraditionalChinesesmindincludes:energized,whichcanbringbrilliancefeelinglikedifferentfromcommonindicatehappyandactivelifeYoungfashion-consciousChinesewillbethetargetaudience,andlifestyleandculturewillbetheemphases.,MarketSituation,Aftertwoyearspromotion,theCoffeeFestivalshavebecomeestablishedevents.TheideaofthecoffeeculturehascapturedtheimaginationoftheintelligentsiaandofmanyactualandpotentialconsumersinChina.Morecompanies,andcoffeeshops,barsandrestaurantsareinvolvedinthisannualevent.ItstimetoexpandandembedtheideaofthecoffeeculturetothedailylifeofChinese.,StrategicThinkingaboutFestival2000,DiscoverKeyObjective,StrategicThinkingaboutFestival2000,SolutionofKeyObjective,Morepreference,MoreAssociation,UseonMoreOccasions,KnowMoreBenefits,StrategicThinkingaboutFestival2000,WhyuseinternetTheinternetusersmatchwithcoffeesactualandpotentialconsumers.(Young,active,welleducated,andstrongpurchasingpower)Imageofinternetismodernandwestern,whichissimilarwithimageofcoffeelifeinChina.Lifeininternetisvirtual,andpossibletobuildexcitingexperience.Websitecouldbepermanentchannelforfuturecommunicationandpromotion.,ObjectivesofFestival2000boundedbyinternetare:buildwideassociationbybroadcastingknowledgeofcoffeeimpresspositivecoffeeimageabundantintelligence,andalittlemysticwesternandmodernhelprelatedbusinessconnectwithtargets,StrategicThinkingaboutFestival2000,Profileoftargetaudience:Demographic:agefrom20-35higheducation(bachelordegreeorabove)goodjobandhighincomeforeignorJVcompany,monthlyincome2000+Psychological:advocatewesternlifestyledrinkingcoffeeissomethingtoshowthevalueofthelifetheirknowledgeofcoffeeislimitedInternetisapartoftheirlife,andtheyuseinternetmorethanonlye-mailwithit,StrategicThinkingaboutFestival2000,TasteCoffeeLifeOnetypeofcoffeestandsforoneopinionoflifestyle.Userswillviewseverallifestylemodelstobeeducatedorstimulatedtoexpresstheirownopinions.,ConceptoftheWebSite,ScriptsofOptionI,Orderacupofcoffee,readtherelateddescriptionofitLedintoanenvironmentwherecanexperiencethecoffeelifebyvideoandaudiofromspecificlifestoryExpressattitudestoexistingdescriptionofcoffeelifeJoininBBS(BulletinBoardSystem),LifeofEspresso,LifestoryLifeOpinionHobbies.,LifeofIceCoffeeLatte,LifestoryLifeOpinionHobbies.,Invitationorgreetingcard,ContentsandStructureofSite,MainStructureoftheSite,Home,CoffeeMenu,CoffeeLife,BBS,Color,Music,Finery,Scene,CoffeeLifeReview,News&Offers,IntroduceTypicalCoffeeProductsbyTasting&Making,portrait,SharewithFriends,CoffeeWorld,IntroduceCoffeePlanting,Roast,&Store,CharmingPartsforCustomers,DiverselifestyleopinionsAreatoexpressonesselfShareopinionandofferwithfriends,BBSforfreebroadcasteditandpostadvertisingbyselfinBBSfreelinkstotheirhomepagefreepostoftheirnewssendinvitationtoconsumertoattendtheiroff-lineevent,BenefitsforBusiness,Off-lineSupportandPromotion,OfferformfreesamplefreegiftsfrombusinessinvitationtoeventofcoffeefestivalOfferProvidingoffersprovidedbybusinesson-lineloggingonforoffersoff-lineeventtosendoffers,AnnouncetoBusinesssendfestivalY2Kandcoffeelifeprogramintroductioncollectbusinessinformationmerchandizekeybusinesspartnerandoff-lineevent,Off-lineSupportandPromotion,Off-lineSupportandPromotion,ContentsCollectionKnowledgeclassifyknowledgeaboutcoffeeandfashionlifesetupdBtoorganizeallrelatedinformationBusinessInformationbriefintroductionprogramplanwithincoffeefestivalfirst,needtoinitialalistofkeybusinessincoffeefestivalY2k,On-linePromotionBannersathotsites(suchassina,online.