精信DVD-1ZIPPO打火机提案2_第1页
精信DVD-1ZIPPO打火机提案2_第2页
精信DVD-1ZIPPO打火机提案2_第3页
精信DVD-1ZIPPO打火机提案2_第4页
精信DVD-1ZIPPO打火机提案2_第5页
已阅读5页,还剩22页未读 继续免费阅读

下载本文档

版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领

文档简介

,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

温馨提示

  • 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
  • 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
  • 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
  • 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
  • 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
  • 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
  • 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。

评论

0/150

提交评论