ZIPPO打火機(jī)提案模板課件

PartII:AgencyServiceRecommendationCase#1,KangshifuIceTeaBackgroundAnaverageiceteaproduct,alineextensionfromtheleadinginstantnoodlebrand“Kangshifu”(MarsterKon),muchlaggingbehindkeycompetitorPresidentCommunicationStrategyLeveragethepowerofyouthcultureandpopularidolto“break”fromtheconservativeandaveragebrandimageCommunicationIdea“CoolPower”,representedbypopmusicstarRenXianqiExecutionConsistentthematicadvertisingbyRen,froom2001-2003Eventmarketing:concerts,roadshow,fangathering,campuscompetition,etc.Retailmarketing:POSM,luckydrawsInteractiveprogram:minisite,onlinegames,emailmarketing,etc.ResultsIn2001KangshifuIceTeaquicklyrosetomarketleadershipContinuoussalesgrowthin2002and2003Case#1,KangshifuIceTeaTVCPRProgrammaterialsPOSMsCase#2:MLaunchBackgroundM,aSouthAfricafundedinternetcompany,waslaunchedinChinaasgeneralportalinApril2000,butwithoutsuccessInearly2001,GreywasassignedthetaskofrelaunchMasthe“onlineserviceprovider”,tothenewinternetuserswhoarelookingforvalueandaidininternetaccessCommunicationStrategyFocusonthedifferentiationin24hoursdoor-to-doorservice,toestablishthepositioningof“BestServiceProviderofExcitingInternetExperience”CommunicationIdeaDoor-to-doorservice,anytime,anywhereExecutionRepackageofproductandcomm.packagesThematicad.campaign(TV,Print,Outdoor)“Haircut”O(jiān)n-premisepromotionprogram:samplingofStarterKit,luckydraw,etc.ResultsMBWbrandawarenessquicklyroseto60%withintargetaudienceinonemonthRegistrationandenquirykickedoffattheadcampaign,increasingby200%Case#2:MLaunchThematicadvertisingdeliversbranddifferentiationinahumorous&authenticwayTVCPrintCase#3,Yahoo!LaunchBackgroundSinceitslaunchinChinain1999Yahoo!,inaportalpositioning,metgreatbarrierfromtheaggressivelocalportals(,,etc.)In2000GreywasassignedtolaunchYahoo!brandinChina,leveragingonitsproductcompetenceofinternetcommunityCommunicationStrategyAdaptingglobaladvertisingstrategyintolocallyrelevantexecutionBuilda“funkyandcool”imageforY!,butinaChinesecontextCommunicationIdea“TheNerd”–YoucanfindyourfriendonY!,nomatterhowstrangeapersonyouare!ExecutionThematiccampaigninShanghaiandBeijing:“Nerd”Campusprogram:roadshow,parties,Samplingandpromotiononpremise:bar,disco,etc.Results40%increaseofwebsitevisit,after1monthoflaunchRegistrationinClubincreasedby5timesattheendofthelaunchCase#3,Yahoo!LaunchTVAdvertising“Nerd”Case#4,Skittles“FunFunFun”ProgramOn-groundactivitiesandTVprogramming.Case#4,Skittles“FunFunFun”ProgramCatooncreationandusageinPOSMandretailpromotionCase#4,Skittles“FunFunFun”ProgramMinisite,onlinecampaignandconsumermail-inCase#4,StarburstLaunchinChinaKeyvisualsandPOSMsCase#4,StarburstLaunchinChinaHip-hoproadshow(eventbackdrop)Case#6,RelationshipMarketingProgramfor

BATKentBackgroundBasedonBAT’sstrategyofon-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,RelationshipMarketingProgramfor

BATKentPartiesandevent:Case#6,RelationshipMarketingProgramfor

BATKentResults:Theprogramattracts609OpinionLeaders,andhassuccessfullycreatedbrandawareness,imageandtrialwithinthisbaseFamiliarwithKentBeginningoftheProgramMidoftheProgramEndoftheProgramKentasonlybrandbuyregularly1.50%4.35%12.37%Kentasregularbrand8.90%18.75%37.19%Triedinpast3months,willbuyregularly14.78%22.36%24.12%Triedinpast3months,willbuyoccasionally24.42%30.14%22.48%AwareKentbutnottriedinpast3months,willbuyregularly19.27%5.21%1.75%AwareKentbutnottriedinpast3months,willbuyoccasionally22.26%3.11%0.76%2,ServiceProposaltoZippoManufacturingServicePrinciplestoZippoManufacturingServiceobjective:FullcommunicationsupportforZippobrandlaunchinChina,fulfillingZippo’smarketingobjectiveofincreasesalesfrom$3milto$10milServicedisciplinestobeincluded:CoreServices:StrategicPlanning:DevelopbrandandcommunicationstrategybasedoninsightsintothecoretargetmarketinChinaExecutionalPlanning:Developintegratedcommunicationplans,forbothlaunchperiod(estimated3month)andsustainingperiod(estimated9months)AdvertisingCampaignDevelopment:Creativeconcept,execution,productionandextentionMediamanagement:mediaplanning,buying&evaluationOptionalServices:(necessityandscaletobefurtherdiscussed)Event:PRandconsumerexperienceeventswithincoretargetaudienceRetailpromotion:promotionalactivitiesatretailoutletsInteractiveprograms:Minisite,emailmarke