奥美提案奥美coffee festiva008

1、Coffee Festival 2000For: International Coffee Orgnization Date: March 8, 2003Contentn Market Situationn Strategic Thinking on Festival 2000n Project Scopen Off-line Support and PromotionMarket Situationn The coffee market in China is still at an embryonic stage, but there is a growing interest in al

2、l forms of coffee drinking.n However, around 85% of consumer demand is for soluble coffee, especially in the form of coffee mixes.n The awareness is high, but average consumption is low; heavy user is only few.Its more appropriate to make generic promotion than normal competition“brand versus brand”

3、.Market Situationn Although there is a high level of awareness of coffee in big cities such as Beijing and Shanghai, knowledge of coffee is limited and many potential consumers have never or rarely tasted coffee.n There is negative perception about coffee: its “bitter” taste, bad for the digestion a

4、nd keeping awake at night.Lack of the positive coffee knowledge is key barrier for China coffee consumption.Market Situationn Cognition of coffee in China is typical western drink. Coffee indicates modern lifestyle, which deeply influences young fashion- conscious Chinese consumers.n Positive percep

5、tion of coffee in traditionalChineses mind includes: energized, which can bring brilliance feeling like different from common indicate happy and active lifeYoung fashion-conscious Chinese will be the target audience, and lifestyle and culture will be the emphases.Market Situationn After two years pr

6、omotion, the Coffee Festivals have become established events. The idea of the coffee culture has captured the imagination of the intelligentsia and of many actual and potential consumers in China. More companies, and coffee shops, bars and restaurants are involved in this annual event.Its time to ex

7、pand and embed the idea of thecoffee culture to the daily life of Chinese.Strategic Thinking about Festival2000n Discover Key ObjectiveMore Frequency More QuantityCoffee MarketUp-saleNew UserStrategic Thinking about Festival2000n Solution of Key ObjectiveMore Frequency More QuantityMore AssociationM

8、ore preferencese onore OccasionsKnowMore BenefitsU MStrategic Thinking about Festival2000n Why use internet The internet users match with coffees actual and potential consumers.(Young, active, well educated, and strong purchasing power) Image of internet is modern and western, which is similar with

9、image of coffee life in China. Life in internet is virtual, and possible to build exciting experience. Web site could be permanent channel for future communication and promotion.Strategic Thinking about Festival2000n Objectives of Festival 2000 bounded by internet are: build wide association by broa

10、dcasting knowledge of coffee impress positive coffee image abundant intelligence, and a little mystic western and modern help related business connect with targetsStrategic Thinking about Festival2000n Profile of target audience:Demographic: age from 20 - 35 high education (bachelor degree or above)

11、 good job and high incomeforeign or JV company, monthly income 2000+Psychological: advocate western lifestyle drinking coffee is something to show the value of the life their knowledge of coffee is limited Internet is a part of their life, and they use internet more than only e-mail with itConcept o

12、f the Web SiteTaste Coffee LifeOne type of coffee stands for one opinion of lifestyle.Users will view several lifestyle models to be educated or stimulated to express their own opinions.Type of CoffeeLifestyle ModelBlack Coffeea business man, fighting for career developmentInstant Coffeea young man,

13、 active andbusyEspressoa middle-aged man, successful in lifeIce Coffee lattea 16 year old student,life is joy and easyMocha Coffeea young woman, justbegin her new familyCappuccinoa charming girl, attractiveScripts of Option In Order a cup of coffee, read the related description of itn Led into an en

14、vironment where can experience the coffee life by video and audio from specific life storyn Express attitudes to existing description of coffee lifen Join in BBS (Bulletin Board System)Life of EspressoTaste SmellLife story Life Opinion Hobbies.Life of Ice Coffee LatteLife story Life Opinion Hobbies.

15、Taste SmellInvitation or greeting cardContents and Structure of Siten Main Structure of the SiteHome Coffee World Coffee MenuCoffee LifeBBSCoffee LifeReviewIntroduce Typical Coffee Products by Tasting & Making Color portraitNews &OffersIntroduce Coffee Planting, Roast,& Store MusicShare withFriends

16、Finery SceneCharming Parts for Customersn Diverse lifestyle opinionsn Area to express ones selfn Share opinion and offer with friendsBenefits for Businessn BBS for free broadcast edit and post advertising by self in BBS free links to their home page free post of their news send invitation to consume

17、r to attend their off- line eventOff-line Support and Promotionn Offer form free sample free gifts from business invitation to event of coffee festivaln Offer Providing offers provided by business on-line logging on for offers off-line event to send offersOff-line Support and Promotionn Announce to

18、Business send festival Y2K and coffee life program introduction collect business information merchandize key business partnerand off-line eventOff-line Support and Promotionn Contents Collection Knowledge classify knowledge about coffee and fashion life setup dB to organize all related information Business Information brief introduction program plan within coffee festivalfirst ,need to initial a list of key business in coffee festival Y2kOff-line Support and Promotionn On-line Promotion Banners at hot sites