Nestlé Rich Symphony promotion Campaign Plan雀巢品牌提升方案

CatalogueBriefRecapMarketingAnalysisJuneEventObjectiveTargetAudienceBehaviorBigIdeaStrategy&TacticsCommunicationsTeamStructureBriefRecapAccelerateTrial&Awarenessbuilt-upEnlargethemarketshareCreateNescafétalkability,re-announceRichSymphonyexclusivityine-Commerce2014Double11(Nov)Tmallpre-launchCNY(Jan)Movieco-opChannelExpansion(Mar)JD/YHDFoolishDayTrial(Apr)RichSymphonyBIGEVENTCrosschannelOn-lineconsumerengagementProgramJUNEMarketingAnalysis*Source:Chnbrand,ChinaBrandPowerIndexNESCAFÉMarketEnvironmentNESCAFÉfirstlyintroducedinstantcoffeeintoChina’smarketinthelastcentury;No.1instantcoffeebrandamongChineseconsumers*;Astheworld’sleadingcoffeebrand,NESCAFÉtakesthetopspotinbothretailande-Commercemarket(offline76%;e-Commerce26%)StrengthThebrandingrecognitioninyounggenerationislowerthanbefore;Onlinesalesisnotdominant(26%share,followedcloselybyG7,18%);Theeffectofproductqualitycrisisin2012andthestockeliminationinFebruary.WeaknessConsumerswhorequirehighqualityofcoffeeturntocoffeeshopandgroundcoffeeproducts;MoreandmorecoffeebrandsaregettingintoChinamarket,offeringmorechoicesforconsumers.Theconsumer

marketofcoffeeinChinaisgrowingrapidly;Moreandmorepeopledrinkcoffeeonadailybasis;Youngconsumersaremoreattractedtofreshproductsandnewwaysofcommunication;Varioussaleschannelsprovidemorepossibilitiesone-Commerce.OpportunityThreatNescafé1+2seriesBasic-endStarttoday

withyournewplan!Asthebasicneedeveryday,thecoffeeisyourcompanion.NescaféGoldHigh-endDon’tbepassable!Beyourself;followyourownway;

qualityoflife

shouldn’tbecompromised.RichSymphonyMid-end?KeyProductsinNescaféObjectivesforRichSymphonyJuneEventCreatethe1stsalespeakinduringthebiggestpromotiononT-mallandJD.com.2BuildupRichSymphonyawareness,generatesocialopinionsandstandoutamongotherinstantcoffeeproducts.1MajorChallengesHowtoletconsumerstodistinguishtheRichSymphony?Howtoletconsumersmakedecisionofpurchase?abKeyproductfeatureEmotionalconnectionStrategy&ConceptWhatisyourimpressiononRichSymphony?Combiningproductfeaturewithconsumersurvey,“RichFlavor”,i.e.“醇”(Chún)inChinese,whichmeansmorethansmellandgoodtaste,isourspotlight!*Datasource:SACaseStudyChinaNescafeInternalCommunicationOptimizationMostdifferentiatingclaims:”口感醇厚”and“浓郁纯正”PercentofsamplewhorankedthisclaimasmostinfluentialPercentofsamplewhofeltNescafeRichSymphonyfittheclaimscompletelyPercentofsamplewhofelttheircurrentcoffeeproductfittheclaimscompletely70%70%63%57%保留咖啡豆原有风味口感醇厚浓郁醇正层次丰富的口感Aromaistheoutstandingfeature.ProductPerformance45%50%55%60%65%70%50%55%60%65%70%75%80%85%90%“ALittleBetter”or“MuchBetter”comparisons“Very”or“Completely”SatisfiedPackagingValueQualityConvenience/EaseofUseTasteSmell/AromaAfterTasteLetconsumersremember“Chún”“Chún”

thefirstimpressiononandthedirectconnectionwith

RichSymphonyCoffee!Howtoimpressconsumers?TheessenceofSocialWorld:

Buildupone’simageinaman-madeenvironment.在人造的自然环境中重新树立自己的形象NOTtoBeOrToBeYOURSELF?Nofake,nophonyTheyprefertobesincere.Justbethemselves.DataSource:HDMR/YoungPeopleMatter!,2014.8,The90sGenerationInTheSocialTideMostyoungpeopleposttheirrealstatusinsocialnetwork.Onlyabout1.1%neversharetheirtruestatusonline...1.1%43.6%55.3%Lessthan50%Morethan50%NeverRichSymphonysharethesamevaluewithyoungpeopleChúnPureRichFlavor纯醇PersonalityProductFeatureBigIdeaDon’tbephony,BeRichSymphony.

不装纯，要真醇ChúnChún纯一种气质，天然去雕饰一种风格，纯粹率真一种个性，坚持真我Akindoftemperament,beinginnocentAkindofstyle,beingpureAkindofcharacteristic,beingtruetoyourself醇一种味道，浓郁芳香一种回味，念念不忘一种力量，底蕴的厚重AkindoftastewithrichnessAkindofmemorywithoutforgettingAkindofstrengthwithimmensityStrategyToreachTAinmore

socially-friendly

wayforafastpromotionCommunicationformat:Usecitizens’favorablevisualtoolsforashort,fastandeffectivecommunication,directlinkagetoECnetwork.Promotionchannels:Basethecontentonpopularsocialplatformstomakeiteasyforuserstoparticipate.Engagingcontent:Connectproductfeaturetopeople’sfeelingsandembedproductbenefitsinuser-friendlysocialposts.DivideintotwophasesbeforeandaftertheECpromotionpeakday(theweekof6.17/6.18)topostcontentwithdifferentmessagingfocuses.TacticsPhase1AttitudeDeclarationPhase2EmotionalTouchBondthe“Chún”conceptbetweenpeople’spersonalityandkeyproductfeaturesindifferentscenes.UseposterstovisuallyapproachusersandbuildupawarenessStrongtaggingfeelingtodeliverthemessageof“Don’tbephony,beyourself.”ArousememorieswithfathersandfriendswhohavethepureemotionswithMEduringspecialdays–Father’sDay/graduationseason.UseposterstovisuallyengageusersandsublimatemessagesEmotionalresonancetodeliverthemessageof“TrueemotionislikeRichSymphony,mellow,deepandmemorable.”PhaseContentSalesPurchaseincentive：FacetimeAngelababyH5gamedrivetraffictoECsalespageAllsocialtopicsembeddedwithquicklinksdirectlydrivetraffictoECsalespageDon’tbephony,BeRichSymphony.

不装纯，要真醇ChúnChúnPhaseI6.11-6.19PhaseII6.20-6.30ObjectiveTriggerthe“Chún”Topics,andfirstroundsalespromotionStrengthentheimpressionof“Chún”betweenproductandpeople,secondroundfordrivingsalesKeyMessage不装纯，要真醇Emphasison“Don’tbephony”不装纯，要真醇Emphasison“BeRichSymphony”CommunicationOverviewCommunicationsSocialTopic:AngelababyposterPersonalityseriesofthemedposters6.11PhaseIDon’tbephony不装纯Chún6.19PhaseIIBeRichSymphony要真醇Chún6.17/186.21DuanwuRoadmapAttractExplore&

PromoteCalltoActionPurchaseIncentiveSocialTopic:DeepemotionseriesofthemedpostersInteractionActivity:FanRecruitment:FacetimeAngelababyInteractionActivity:H5Game:TestyourChúnIndex6.30ECFather’sDaySocialTopicPromotion

OverviewTriggerthetopicof“Chún”,increaseTAawarenessbycombiningpeople’spersonalitywithproductfeaturesOfficial

contentPhaseIIEmphasizeonBeRichSymphony要真醇ChúnPhaseIEmphasisonDon’tbephony不装纯ChúnSocial

recompositionTriggerthetopicof“Chún”Generatevariousrecomposededitions.FollowtheFather‘sDayandgraduationseasonReturntothecore“BeRichSymphony”.SocialCommunicationProcess

OfficialPost

KOLspost/recompose

Usersforward/recomposeDrivingtrafficto

e-Commerceplatform,

Tmallisthepriority.TopicProduct男生该爱就爱，不想隐瞒名牌该撕就撕，不开玩笑镁光灯里做女神，生活里做女神经多面女人才更有味道，不装纯，要真醇！IdeaInterpretation：Goddess/GirlyGirlVersionAngelababy）AsthebrandspokespersonforNescafé,Angelababyistoshowherrealselfwiththeimageofstraightforwardness.PhaseI-PosterAIdeaInterpretation：CurveWrecker/GrindVersionPeoplesaysomeonewhohasgot99pointsandstillfeltannoyingarejustshowingthemselves.Butgrindsarenotshowing.Theyhavedevotedthemselvestoget100points,whycan’ttheyfeelannoying.Onlytheythemselvesknowthehardworkandthereisnoneedtocaterothers.99分就是没考好！你们见过图书馆早上六点的模样吗？装纯太累，影响学习来杯咖啡提提神，还要接着搬砖呢！做学霸，不装纯，要真醇！PhaseI-PosterB聚会就要havefun!要吃就要吃到嗨！不像某些人，面儿上说减肥，背后吃的比谁都欢不吃就给我啊！正好拿来配咖啡做吃货，不装纯，要真醇！IdeaInterpretation:FoodieVersionDowhatyouwanttodoandeatwhatyouwanttoeat.Onlyhappinessmatters.Don’tmakeexcuse.Don’tpretend.Justbeyourself.PhaseI-PosterC在母亲面前总是乖巧温顺，在父亲面前才敢袒露人生迷茫。给你和父亲一杯咖啡的时间，扔下自我保护的伪装；聊聊人生，聊聊理想。如山父爱，不装纯，要真醇！IdeaInterpretation:Father’sloveMothers'lovearearoundandfathers’lovearedeep.Theremaynotbemuchcommunicationwithyourfather,buttheyarealwaystheretosupportyou.It’sFathers’Day.Juneisthesecretiveenthusiasm.Let’sdrinkacupofcoffeeandtalkaboutlifewithfather.PhaseII-PosterA每一次见面都要精心打扮，不过是玩伴；见过彼此素颜邋遢的模样，才敢叫真爱。一起尴尬一起犯傻，青春的回味才总是醇香。至臻同窗，不装纯，要真醇！IdeaInterpretation:FriendshipAsGraduationseasoniscoming,classmatesareleaving.Withtruefriends,youdon’tneedtomakeupordisguisebecausetheyknowwhoyouareandlovewhoyouare.Eventhoughfriendsareleaving,yourconnectionsgodeeperjustlikeRichSymphony.Thefragrancearedeeper.PhaseII-PosterBKOLPromotion#Don’tbephony，berichsymphony#GoddessAngelababyisnotphony,whyshouldI?Youalwayshearmegossiping,butIammovedbymovingTVdramas.#Don’tbephony，berichsymphony#Everyordinarystudentissurroundedbyagrindwhotellyouthecontentofeveryclass,angleanddeadlineofeverypaper.Theyareoursaviourstogetthedegree.Comparingtothosewhoonlysay“Ihavenoidea”,grindsarenotphony!

KOLRecommendations八卦_我实在是太CJ了粉丝数：7,319,772英国报姐粉丝数：6,632,751同道大叔粉丝数：5,327,536伟大的安妮粉丝数：9,264,968深夜食堂平均阅读量：60K+我的朋友是个呆b平均阅读量：10K+*DataupdatedbyApr24,Recompose

the“Chún”TopicKOLsforwardtheoriginalpostorwritebythemselveswiththecombinationofinteractivegames,hotissuesandinterestingtopics.

#好男人就是我##贱人装纯不矫情##宇直#铁肺歌后#可爱v.s.真醇大PK？##起来嗨##我禁得住多大的诋毁就能担得起多少赞美##寰寰不服#PhaseIInteraction–

FansRecruitment(LuckyDraw)

FacetimeAngelababyStep2ConsumerspurchaseonlineStep3LuckydrawStarCampaign：TakingadvantageofAngelababy’sparticipationinRunningManandpromotingHeartfeltChatwithAngelababytoattractfanstobyRichSymphony.TakingtheorderingnumberinTmallflagshipstoreasavoucher,consumerswhohavefinishedthepurchasingprocesscandrawalottery.FiveluckyfansareabletoFacetimewithAngelababyandgetapieceofheartfeltinformationfromAngelababy.OverviewStep4PreparechatthemeandFacetimewithAngelababyStep5AmplywiththeFacetimematerialStep1OfficialnoticeannounceActivityDemoSubsequentpromotion：#Baby’sSecret##GoddessTellMe#Usingtheheartfeltinformationforfurtherpromotion

Text

+Picture

+Video

PhaseIIInteraction-H5Game

TestYourChúnIndexTestGame：ContinuingthetopicinPhaseIaboutnotbeingphonyandcarryingoutaindividualtest.TypeinsimpleinformationtogettheChún

score,checkfriends’rankingandpostyourownscore.Gamesareembeddedwithpromotionbanner,remindingconsumersthatitiseasyandcheaptogetRichSymphony.RewritingeachtopicandranktheirChún

tofurtherpromote.OverviewStep2GettheresultandcheckrankinglistStep3Shareinfriends’circleStep4ClickpromotionbannertoproductpageStep1UserplaysthegameStep1–IntropageRubthescreenintogameStep2–PlaytheGameClickaccordingtoguidance,inputsimpleinfotogettheresultStep3–ResultShareresultandcheckrankinglist.There’salsoabannermentionsforpurchaseincentivePromotionAccordingtothescoreofChún,topicversionscanbeextendedtoTVDramas,Celebrities,FruitsandDrinksetc.Postthemesample:#男神也真Chún#“Handsomeguystheme”ranking#甄Chún传#“Hotdramatheme”story#洋葱与苦瓜谁更Chún#“Vegetabletheme”story#最Chún旅行目的地#“Tourismtheme”story#Chún吃货#“Foodtheme