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1、DENTSUBRANDCAMPAIGNCASE STUDY,Lipovitan Philippines,Agency:Dentsu Inc(in the Philippines)Brand:LipovitanCompany:Taisho PharmaceuticalCategory:Energy drinkArea:PhilippinesCase:Campaign for increasing the No.1 brands salesCampaign period:April October 2000Case study prepared:July 2002,Dentsu Campaign
2、Case Study,Contents,3.Communication StrategyCommunication GoalTarget Audience for CommunicationTarget Audiences Perceptions and BehaviorPerception Change Goal and Expected BehaviorOverall Campaign StructureCreative Strategy(Content)TV Commercial(Content)Print Ads(Content)Promotion(Content)Media Stra
3、tegy(Means)Campaign Outline,1.Marketing Goal and IssueMarketing GoalMarket BackgroundMarketing Issue 2.Brand IssueBrand Essence of LipovitanStatus of the Brand as Seen in TV Commercial Analysis Analysis of a Competitors TV Commercial Red BullBrand Issue for Lipovitan,1.Marketing Goal and Issue,Marke
4、ting Goal,To further increase Lipovitan sales.,(From client orientation),Market Background,Market:Growing as a result of expanded sales channelsThe Philippine market for energy drinks in 1999 had grown to 560 million cases,from 533 million casesthe year before.However,since they are relatively expen
5、sive and the drinking habit was not penetrated,they accounted for only a small portion of the non-alcoholic drink market including soft drinks and juices.While energy drinks had previously been sold only at drug stores,their sales channels expanded in 1999 to include such as convenience stores and s
6、upermarkets.Client:Long-standing market leaderLipovitan,a product of Taisho Pharmaceutical,was placed on the Philippine market in 1973.As the energy drink pioneer in the nation,Lipovitan has held the leading position ever since.Competition:Only one competitor,whose sales lag far behind LipovitansRed
7、 Bull,released in the Philippines in 1996,is virtually the only competitor.In 1999,Lipovitan had a market share of 67%while Red Bull held a 32%share,with the two brands dominating the entire market.Reference:Non-alcoholic drink prices in the Philippines in 1999(1 Philippines peso=approx.2.5)-Lipovit
8、an(150ml)24 26 peso/one bottle-Red Bull22 24 peso/one bottle-Gatorade(300ml)20 peso/one bottle-Soft drinks(350ml)11 peso/one bottleCustomers:Majority were heavy users,who consumed 90%of energy drinksSome 40%of the nations population drank energy drinks in 1999,of whom the vast majority were men.Half
9、 of those who drank energy drinks were heavy users who drank them at least once a week.These heavy users consumed 90%of all energy drinks.Core energy drink users were high-income males in their 20s and 30s.,Source:AC Nielsen survey,Marketing Issue,Strengths:-Market pioneer.-Long-standing market lead
10、er.-Enjoyed a customer base with majority of males in their 10s and 20s;maintained strong market dominance.-Products functional benefits were widely recognized by customers.Weakness:-Consumed virtually entirely by a fixed group of heavy users,lacking market expansion potential.Opportunities:-There w
11、as a vast supply of potential customers as only 40%of the population drink energy drinks.-Light users,who accounted for as many as 50%of entire customers,might potentially be turned into heavy users.Threat:-Red Bull,the only competitor,was priced slightly lower and has a firm footing in the market a
12、s the No.2 brand.,To realize the marketing goal of increasing Lipovitan sales,the following issue needed to be addressed.Issue:To enlarge the energy drink market volume by increasing the amount consumed by light users,thereby increasing the number of heavy users.,Marketing issue,SWOT analysis of Lip
13、ovitan,2.Brand Issue,Brand Essence of Lipovitan,The background for the Philippine Lipovitan market differs from that for the Japanese market:e.g.,whereas Lipovitan D has long been established as a common drink for masses in Japan,in the Philippines it is still perceived as an expensive drink.Accordi
14、ngly,the Ideal Customer Image is more precisely defined for the brand essence for Lipovitan in the Philippines.Reflecting the market background differences,the other aspects of the brand essence are also somewhat different in the Philippines than in Japan.,Status of the Brand as Seen in TV Commercia
15、l Analysis,TV commercials in the Philippines in 1998 focused on Lipovitan Ira,a new product targeting women.In response to the concept that not just men but women also need to have their energy replenished,Ira was introduced as an extension of Lipovitan to offer nourishment and energy for women.An e
16、xcessive pursuit of the female target audience,however,resulted in an inadequate communication of Lipovitans intrinsic values.,Philippines,1998,Philippines,1998,Analysis of a Competitors TV Commercial Red Bull,Red Bulls TV commercial featured Jean Claude van Damme,an international action star,to str
17、ess a“supreme power”targeting those who seek physical strength.While the use of a superstar and his superhuman abilities overshadowed the realities of the target audience,the commercials theme,which centered around an extremely physically demanding sport,succeeded in reflecting the maximum physical
18、strength that Red Bull claimed to provide.,Philippines,1998,Issue for Lipovitan Brand,-nourishment and energy when physically fatigued,-feel of physical strength-mental vitality-positive mindset of“ready to take action”,hard-working and sociable white-collar workers in their 20s and 30s who pursue e
19、ven more active lifestyles,Symbol,Emotional Benefit,Ideal Customer Image,Personality,-active-fast-acting-dynamic-urban-diligent,-1,000mg taurine-Vitamin B1,Base of Authority,Functional Benefit,CORE VALUE,Essence of Lipovitan brand,Brand Issue,Vague Ideal Customer ImageA new product item had been add
20、ed to the line although the Ideal Customer Image had yet to be fully established,resulting in the blurring of Lipovitans core target.Insufficient communication of Emotional BenefitWhile the Base of Authority(i.e.,taurine and other ingredients provide nourishment and energy)and the Functional Benefit
21、 had been clearly communicated to consumers,the Emotional Benefit(i.e.,Lipovitan helps provide mental vitality and a positive mindset of“ready to take action”)had yet to be fully conveyed to them.In other words,consumers understood the Core Value only partially.,provides sustained energy both physic
22、ally and mentally,supporting active lifestyle,3.Communication Strategy,Communication Goal,Build consumer recognition of Lipovitans potential for use for more purposes and on more occasions,as well as the Lipovitan brands values.,Establish a communication goal to resolve the marketing and brand issue
23、s,Communication goal,Marketing issue,Brand issue,To enlarge the energy drink market pie by increasing the amount consumed by light users,thereby increasing the number of heavy users.,Vague Ideal Customer ImageInsufficient communication of the Emotional Benefit,Target Audience for Communication,Ambit
24、ious white-collar workers in their 20s and 30s who are financially comfortable and pursuing active lifestyles but are still light users of energy drinks.,Men and women in their 20s and 30s who are financially comfortable,who need energy and strength and who are current energy drink users,Hard-workin
25、g and sociable white-collar workers in their 20s and 30s who pursue even more active lifestyles,Marketing target,Ideal Customer Image,Target audience for communication:,Target Audiences Perceptions and Behavior,Occasions for drinking it-When physically fatiguedDrinks they took in place of Lipovitan,
26、before they became fatigued-Water-Soft drinks-CoffeeReasons for drinking Lipovitan-Strength needed-To keep awakeLipovitans image-Contains ingredients that are good for body-Instant and long-lasting efficacy-A long-established brand-Available at supermarkets and convenience stores,Source:AC Nielsen s
27、urvey/Respondents:Lipovitan users,Perception:Lipovitan is a drink that eases physical fatigue.Behavior:Drink Lipovitan after they become quite fatigued.,Target audiences perceptions related to Lipovitan:,Target audiences current perception and behavior:,Perception Change Goal andExpected Behavior,Pe
28、rception:Lipovitan is a drink that eases physical fatigue.Behavior:Drink Lipovitan after they become quite fatigued.,Current Perception and Current Behavior,Perception:Lipovitan provides not just physical energy but mental energy also.Behavior:Have a bottle of Lipovitan every day to get the day off
29、to a good start.,Perception Change Goal andExpected Behavior,-This intended Perception Change Goal was in accord with the brands Emotional Benefit and Core Value.Once the target audience acquires this new perception,they would also understand Lipovitans brand values.-While we should not expect our t
30、arget audience,white-collar workers,to become physically quite fatigued often,it was justifiable to assume that they require energy in their day-to-day work.By helping generate this Expected Behavior,occasions for drinking Lipovitan,which had been limited to when customers became quite fatigued,woul
31、d be expanded to include“one bottle per day”.This in turn would mean the attainment of the communication goal.,Overall Campaign Structure,Ad expressions,Campaign Theme:Drink a bottle of Lipovitan every day to get the day off to a good start.,Perceptions,Promotion,Behavior,Primary advertising:TV comm
32、ercials to help consumers fully perceive the Ideal Customer Image,Functional Benefit and Emotional Benefit,thereby encouraging their Lipovitan consumption.Secondary advertising:Print ads for a continued introduction of Lipovitan Ira,to encourage its consumption among non-core targets,in particular.,
33、Sales promotion activities to communicate the products Functional and Emotional Benefits through having consumers actually sample Lipovitan,as well as to help deepen consumer perception of the product image generated by ads,thereby promoting continued consumption of the product.,Synergy,Creative Str
34、ategy(Content),Help consumers understand a variety of occasions for drinking Lipovitan by describing how Lipovitans values impacted directly on their everyday lives on such occasions.,In the TV commercial,the stage was the characters extremely busy worksite where he always needs energy,to depict the
35、 target audiences relationship with the brand.Added to this were the elements of“positiveness”,“urban”and“dynamism.”These elements were designed to detach Lipovitans too much of a physical image and build instead a business-scene image closely related to the target audience.This approach proved succ
36、essful in differentiating Lipovitan from Red Bull.,Creative Goal：,A character who typified the target audience would appear in common occurrence in a busy daily life.The characters drinking scene of Lipovitan before the action would be clearly shown.Explain that Lipovitans taurine is the source of e
37、nergy for the day.Create sympathy that Lipovitan does support active lifestyles.,Creative Strategy(Content),Proposed creative specifics:,Slogan:“Energy Everyday!”Reflecting the Core ValueTone&manner:Speedy,sporty,urbanTone&manner closely representing the Ideal Customers lifestyle to win over the tar
38、get audiencessympathy.An important point would be that sport elements would be contained in a business scene.Music as well as visuals were to be dynamic,with a fast,intense narration.Character:A competent young white-collar workerA personified Ideal Customer to convince the target audience that Lipo
39、vitan is a drink for them.Product Explanation:Visualization of the Base of Authority“Why drink Lipovitan”to be visually communicated to help build consumer trust in the brand.Drinking Scene:A scene to be clearly shown in which the character drank Lipovitan to get the day off to a good start.Benefit
40、scene:A scene to be clearly shown in which the character took action after drinking Lipovitan and achievedsomething.Setting:urban,officeSetting the scenes in a place where the Ideal Customer spent most of his daytime hours would allow the target audience to associate the scenes with their own day-to
41、-day lives,thereby strengthening their ties with the brand.,TVCF(Content),Establishing creative elements,Core Value,Brand Logo,Tone&Manner,Brand Colors,Symbolic Objects,Brand Slogan,Energy Everyday!,Not specified,A young businessman,sports,taurine,Provides sustained energy both physically and mental
42、ly,supporting active lifestyle.,Speedy,sporty,urban,Print Ads(Content),Print ad goal:,To help non-core targets,especially women who are busy with house chores on top of work,understand Lipovitans benefits.,After a tough days job comes a long days workFor her,theres Lipovitan Ira With IRON.For a woma
43、n like you,calling it a day isnt really the same as the end of the day.After all,theres more work to be done at home.But you dont let fatigue wear you down.Because you drink Lipovitan Ira everyday.It is fortified with energy giving essential B-vitamins and Taurine.And it has IRON for added strength.
44、Drink Lipovitan Ira with IRON now.Because for a woman like you,everyday is a long day.,To acquire female customers for sub-product,Lipovitan Ira.,Print Ads(Content),For a woman,work doesnt stop at 6 p.m.For her,theres Lipovitan Ira With IRON.Having to shuffle between corporate and household affairs
45、can bepretty exhausting.But women on the go dont let stress and fatigue dog them down.They drink Lipovitan Ira.It is enriched with essential B-vitamins and Taurine for extra energy.Whats more,it has IRON for added strength.Prepare for life after six.Drink Lipovitan Ira with IRON today.,Print Ads(Con
46、tent),FemaleChemical symbol for iron.Truth is,the more iron she has,the stronger she gets.Iron,Taurine and essential B-vitamins.All inside every battle of LIPOVITAN Ira.Drink LIPOVITAN Ira with iron today.For iron strength.For extra energy for her.Energy For Her Everyday.LIPOVITAN Ira with Iron.Iron
47、 Strength For Women.,Promotion Strategy(Content),Create opportunities for consumers,with a focus on the potential customers and light users,to sample Lipovitan to help understand the products benefits first-hand.Offer attractive incentives to all customers to trigger product purchase.,-Help consumer
48、s experience Lipovitans Functional and Emotional Benefits by having them sample Lipovitan.-Trigger consumers to purchase the product.,Promotion goals:,Promotion(Content),Promotion Activity:Sampling,Sampling-Distribute product samples mostly in places frequented by the target audience,such as office
49、buildings and sports centers.,Concert sponsorship-By utilizing music as a marketing tool,sponsor concerts by local pop/rock musicians popular among the target audience and distribute product samples at concert venues.,Promotion activity:Sales promotion,POP strategy-Buy a special pack of 4 Lipovitan
50、bottles and get one bottle free-Buy a regular pack of 5 Lipovitan bottles and get a free gift of Lipovitan goods-A“Suki Card”given to all Lipovitan purchasers,who receive a stamp on the card for every additional Lipovitan purchase.When all spaces on a card are stamped,the card may be exchanged for a
