精信DVD-1ZIPPO打火机提案2

,PartII:AgencyServiceRecommendation,Thesuccessfulmarketing/communicationcampaignsofGreyGlobalGroupBeijingthattargetsonthe“Young&Hip”segments,1,PortfolioofCommunicationProgramstoYouthMarket,Case#1,KangshifuIceTea,BackgroundAnaverageiceteaproduct,alineextensionfromtheleadinginstantnoodlebrand“Kangshifu”(MarsterKon),muchlaggingbehindkeycompetitorPresidentCommunicationStrategyLeveragethepowerofyouthcultureandpopularidolto“break”fromtheconservativeandaveragebrandimageCommunicationIdea“CoolPower”,representedbypopmusicstarRenXianqiExecutionConsistentthematicadvertisingbyRen,froom2001-2003Eventmarketing:concerts,roadshow,fangathering,campuscompetition,etc.Retailmarketing:POSM,luckydrawsInteractiveprogram:minisite,onlinegames,emailmarketing,etc.ResultsIn2001KangshifuIceTeaquicklyrosetomarketleadershipContinuoussalesgrowthin2002and2003,Case#1,KangshifuIceTea,Case#2:MLaunch,BackgroundM,aSouthAfricafundedinternetcompany,waslaunchedinChinaasgeneralportalinApril2000,butwithoutsuccessInearly2001,GreywasassignedthetaskofrelaunchMasthe“onlineserviceprovider”,tothenewinternetuserswhoarelookingforvalueandaidininternetaccessCommunicationStrategyFocusonthedifferentiationin24hoursdoor-to-doorservice,toestablishthepositioningof“BestServiceProviderofExcitingInternetExperience”CommunicationIdeaDoor-to-doorservice,anytime,anywhereExecutionRepackageofproductandcomm.packagesThematicad.campaign(TV,Print,Outdoor)“Haircut”On-premisepromotionprogram:samplingofStarterKit,luckydraw,etc.ResultsMBWbrandawarenessquicklyroseto60%withintargetaudienceinonemonthRegistrationandenquirykickedoffattheadcampaign,increasingby200%,Case#2:MLaunch,Fullsetofproductpackageandcommunicationmaterialsthatdeliversthedynamicimpactofthebrand,Case#2:MLaunch,Thematicadvertisingdeliversbranddifferentiationinahumorous&authenticway,TVC,Print,Case#3,Yahoo!Launch,BackgroundSinceitslaunchinChinain1999Yahoo!,inaportalpositioning,metgreatbarrierfromtheaggressivelocalportals(,etc.)In2000GreywasassignedtolaunchYahoo!brandinChina,leveragingonitsproductcompetenceofinternetcommunityCommunicationStrategyAdaptingglobaladvertisingstrategyintolocallyrelevantexecutionBuilda“funkyandcool”imageforY!,butinaChinesecontextCommunicationIdea“TheNerd”YoucanfindyourfriendonY!,nomatterhowstrangeapersonyouare!ExecutionThematiccampaigninShanghaiandBeijing:“Nerd”Campusprogram:roadshow,parties,Samplingandpromotiononpremise:bar,disco,etc.Results40%increaseofwebsitevisit,after1monthoflaunchRegistrationinClubincreasedby5timesattheendofthelaunch,Case#3,Yahoo!Launch,TVAdvertising“Nerd”,Case#4,Skittles“FunFunFun”Program,BackgroundSkittleswasawell-knownbrand,butwithoutexcitement,basicallylimitedinthekidsmarketbelow10In2002GreywasassignedtorelaunchSkittlestoanolderagegroup(16-18),strengtheningtheglobalbrandequityof“StimulationofImagination”CommunicationStrategyTotalintegratedcommunicationcenteredonmediaprogrammingCommunicationIdea“SkittlesFunFunFunTeam”:OutwardboundactivitiesandTVprogramming&sponsosrshipExecutionOn-groundactivity:OutwardboundexplorationOn-airprogram:creationof“SkittlesFunFunFun”,aTVprogramsyndicatedin30citiesinChinaOn-lineactivity:SkittlesFFFwebsite,onlineconsumerparticipationprogramsOn-premiseactivity:POSMs,distributionofstickers,luckydraws,etc.Results25%increaseinbrandawarenessSignificantincreaseofkeyimageattributes(“Stimulting”,“Exciting”,“Creative”)Morethan5,000mail-inand30,000emailsfromconsumersforparticipation15%increaseinsalesvolume,Case#4,Skittles“FunFunFun”Program,On-groundactivitiesandTVprogramming.,Case#4,Skittles“FunFunFun”Program,CatooncreationandusageinPOSMandretailpromotion,Case#4,Skittles“FunFunFun”Program,Minisite,onlinecampaignandconsumermail-in,Case#5,StarburstLaunchinChina,BackgroundMarsChinaplanstolaunchStarburst,asoftfruitchewscandyinChina,targetingonteensandyoungadultsfrom18-24yearsoldinmetropolitancitiesNewbelow-the-linemodelistobeadopted,duetobudgetlimitationCommunicationStrategyPositionStarburstas“RefreshingFruitBurst”,carryinganoptimistic,energeticanddynamicpersonalityExperientialmarketingprogramsamongstthecoretargetExecutionCompellingandconsistentvisualsinPOSMsHip-hoproadshowincampusPromotionandsamplingthroughSMSResultsTobemeasuredattheendof2003,Case#4,StarburstLaunchinChina,KeyvisualsandPOSMs,Case#4,StarburstLaunchinChina,Hip-hoproadshow(eventbackdrop),Case#6,RelationshipMarketingProgramforBATKent,BackgroundBasedonBATsstrategyofon-targetedcommunicationforbrandswitch,GreyRelationshipMarketing(GRM)developedaseriesofDialogueMarketingprogramsforKent,aimingatone-to-onecommunicationwithtargetsmokerstocreatebrandtrialThe“innovators”and“trendsetters”,typicallymalesmokersagedbetween25-29,aredefinedasthecoretargetaudienceofbrandlaunch,andtheearlyadopterofproducttrialCommunicationStrategyDesign“OpinionLeaderProgram”toacquirepotentialprospects,basedonsetcriteriaofage,choiceofbrand,KentbrandmusclesandconsumerprofilesBuildrelationshipwithprospectthroughdialoguemechanism,aimingatbrandtrialandusageExecutionDatasourcedevelopment:existingdataandnewdatasourceBuildingofOLdatabaseDataverificationandpermissionacquisitionthroughtelemarketingcontactContactprograms:DMs,emails,parties,sampling,merchandising,etc.,Case#6,RelationshipMarketingProgramforBATKent,Programflow:,Tele/interviewverification,O.L,OpinionLeaderCluster,Contact/surveyresultimport,Datasource1.existingdata2.acquireddata,Database,Getpermission,Sampling,Party,Invitation,Gift,Magazine,Contact,Track,analysis,report,Case#6,RelationshipMarketingProgramforBATKent,Partiesandevent:,Case#6,RelationshipMarketingProgramforBATKent,Results:Theprogramattracts609OpinionLeaders,andhassuccessfullycreatedbrandawareness,imageandtrialwithinthisbase,2,ServiceProposaltoZippoManufacturing,WhyGrey?,GlobalcompetenceandnetworkresourcesLocalizedteamandestablishedoperationbaseinChinaDeepunderstandingofChineseconsumer,esp.theyouthmarketProvensuccessinbuildingbrands,incl.buildingyouthbrandsCreativityinadvertisingdevelopmentComprehensiveofferingsofintegratedmarketingcommunicationDiversifiedclientele,opportunitiesinco-promotion(e.g.ZippowithBATKent,ZippowithVolkswagenCars),MostImportofallGreyisanagencyDRIVENBYRESULTS!,ServicePrinciplestoZippoManufacturing,Serviceobjective:FullcommunicationsupportforZippobrandlaunchinChina,fulfillingZipposmarketingobjectiveofincreasesalesfrom$3milto$10milServicedisciplinestobeincluded:CoreServices:StrategicPlanning:DevelopbrandandcommunicationstrategybasedoninsightsintothecoretargetmarketinChinaExecutionalPlanning:Developintegratedcommunicationplans,forbothlaunchperiod(estimated3month)andsustainingperiod(estimated9months)AdvertisingCampaignDevelopment:Creativeconcept,execution,productionandextentionMediamanagement:mediaplanning,buying&evaluationOptionalServices:(necessityandscaletobefurtherdiscussed)Event:PRandconsumerexperienceeventswithincoretargetaudienceRetailpromotion:promotionalactivitiesatretailoutletsInteractiveprograms:Minisite,emailmarketing,onlinecampaignRelationshipMarketingprograms:databaseanddialogueprogramson“influencers”,ProposedTeamforCoreServices,Remarks:Percentageinbracketreferstoestimated%oftimeofthestafftobespentonZippoprojectsonamonthlybasis(40workinghoursperweek,4weekspermonth),giventhetaskoflaunchingaprint-drivenadvertisingcampaigninChinaAccountServiceteamistheday-to-day