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1、Part II:Agency Service Recommendation,The successful marketing/communication campaigns of Grey Global Group Beijing thattargets on the“Young&Hip”segments,1,Portfolio of Communication Programs to Youth Market,Case#1,Kangshifu Ice Tea,BackgroundAn average ice tea product,a line extension from the lead
2、ing instant noodle brand“Kangshifu”(Marster Kon),much lagging behind key competitor PresidentCommunication StrategyLeverage the power of youth culture and popular idol to“break”from the conservative and average brand imageCommunication Idea“Cool Power”,represented by pop music star Ren XianqiExecuti
3、onConsistent thematic advertising by Ren,froom 2001-2003Event marketing:concerts,roadshow,fan gathering,campus competition,etc.Retail marketing:POSM,lucky drawsInteractive program:minisite,online games,email marketing,etc.ResultsIn 2001 Kangshifu Ice Tea quickly rose to market leadershipContinuous s
4、ales growth in 2002 and 2003,Case#1,Kangshifu Ice Tea,Case#2:M Launch,BackgroundM,a South Africa funded internet company,was launched in China as general portal in April 2000,but without successIn early 2001,Grey was assigned the task of relaunch M as the“online service provider”,to the new internet
5、 users who are looking for value and aid in internet accessCommunication StrategyFocus on the differentiation in 24 hours door-to-door service,to establish the positioning of“Best Service Provider of Exciting Internet Experience”Communication IdeaDoor-to-door service,anytime,anywhereExecutionRepacka
6、ge of product and comm.packagesThematic ad.campaign(TV,Print,Outdoor)“Haircut”On-premise promotion program:sampling of Starter Kit,lucky draw,etc.ResultsMBW brand awareness quickly rose to 60%within target audience in one monthRegistration and enquiry kicked off at the ad campaign,increasing by 200%
7、,Case#2:M Launch,Full set of product package and communication materials that delivers the dynamic impact of the brand,Case#2:M Launch,Thematic advertising delivers brand differentiation in a humorous&authentic way,TVC,Print,Case#3,Yahoo!Launch,BackgroundSince its launch in China in 1999 Yahoo!,in a
8、 portal positioning,met great barrier from the aggressive local portals(,etc.)In 2000 Grey was assigned to launch Yahoo!brand in China,leveraging on its product competence of internet community Communication StrategyAdapting global advertising strategy into locally relevant executionBuild a“funky an
9、d cool”image for Y!,but in a Chinese contextCommunication Idea“The Nerd”You can find your friend on Y!,no matter how strange a person you are!ExecutionThematic campaign in Shanghai and Beijing:“Nerd”Campus program:roadshow,parties,Sampling and promotion on premise:bar,disco,etc.Results40%increase of
10、 website visit,after 1 month of launch Registration in Club increased by 5 times at the end of the launch,Case#3,Yahoo!Launch,TV Advertising“Nerd”,Case#4,Skittles“Fun Fun Fun”Program,BackgroundSkittles was a well-known brand,but without excitement,basically limited in the kids market below 10In 2002
11、 Grey was assigned to relaunch Skittles to an older age group(16-18),strengthening the global brand equity of“Stimulation of Imagination”Communication StrategyTotal integrated communication centered on media programmingCommunication Idea“Skittles Fun Fun Fun Team”:Outward bound activities and TV pro
12、gramming&sponsosrship ExecutionOn-ground activity:Outward bound explorationOn-air program:creation of“Skittles Fun Fun Fun”,a TV program syndicated in 30 cities in ChinaOn-line activity:Skittles FFF website,online consumer participation programsOn-premise activity:POSMs,distribution of stickers,luck
13、y draws,etc.Results25%increase in brand awarenessSignificant increase of key image attributes(“Stimulting”,“Exciting”,“Creative”)More than 5,000 mail-in and 30,000 emails from consumers for participation15%increase in sales volume,Case#4,Skittles“Fun Fun Fun”Program,On-ground activities and TV progr
14、amming.,2023/3/2,Grey Worldwide,12,Case#4,Skittles“Fun Fun Fun”Program,Catoon creation and usage in POSM and retail promotion,2023/3/2,Grey Worldwide,13,Case#4,Skittles“Fun Fun Fun”Program,Minisite,online campaign and consumer mail-in,Case#5,Starburst Launch in China,BackgroundMars China plans to la
15、unch Starburst,a soft fruit chews candy in China,targeting on teens and young adults from 18-24 years old in metropolitan citiesNew below-the-line model is to be adopted,due to budget limitationCommunication StrategyPosition Starburst as“Refreshing Fruit Burst”,carrying an optimistic,energetic and d
16、ynamic personalityExperiential marketing programs amongst the core targetExecutionCompelling and consistent visuals in POSMsHip-hop roadshow in campusPromotion and sampling through SMS ResultsTo be measured at the end of 2003,2023/3/2,Grey Worldwide,15,Case#4,Starburst Launch in China,Key visuals an
17、d POSMs,2023/3/2,Grey Worldwide,16,Case#4,Starburst Launch in China,Hip-hop roadshow(event backdrop),Case#6,Relationship Marketing Program for BAT Kent,BackgroundBased on BATs strategy of on-targeted communication for brand switch,Grey Relationship Marketing(GRM)developed a series of Dialogue Market
18、ing programs for Kent,aiming at one-to-one communication with target smokers to create brand trialThe“innovators”and“trendsetters”,typically male smokers aged between 25-29,are defined as the core target audience of brand launch,and the early adopter of product trialCommunication StrategyDesign“Opin
19、ion Leader Program”to acquire potential prospects,based on set criteria of age,choice of brand,Kent brand muscles and consumer profilesBuild relationship with prospect through dialogue mechanism,aiming at brand trial and usage ExecutionData source development:existing data and new data sourceBuildin
20、g of OL databaseData verification and permission acquisition through telemarketing contactContact programs:DMs,emails,parties,sampling,merchandising,etc.,Case#6,Relationship Marketing Program for BAT Kent,Program flow:,Tele/interview verification,O.L,Opinion Leader Cluster,Contact/survey result impo
21、rt,Data source1.existing data2.acquired data,Database,Get permission,Sampling,Party,Invitation,Gift,Magazine,Contact,Track,analysis,report,Case#6,Relationship Marketing Program for BAT Kent,Parties and event:,Case#6,Relationship Marketing Program for BAT Kent,Results:The program attracts 609 Opinion
22、 Leaders,and has successfully created brand awareness,image and trial within this base,2,Service Proposal to Zippo Manufacturing,Why Grey?,Global competence and network resourcesLocalized team and established operation base in ChinaDeep understanding of Chinese consumer,esp.the youth marketProven su
23、ccess in building brands,incl.building youth brandsCreativity in advertising developmentComprehensive offerings of integrated marketing communicationDiversified clientele,opportunities in co-promotion(e.g.Zippo with BAT Kent,Zippo with Volkswagen Cars),Most Import of all Grey is an agency DRIVEN BY
24、RESULTS!,Service Principles to Zippo Manufacturing,Service objective:Full communication support for Zippo brand launch in China,fulfilling Zippos marketing objective of increase sales from$3mil to$10milService disciplines to be included:Core Services:Strategic Planning:Develop brand and communicatio
25、n strategy based on insights into the core target market in ChinaExecutional Planning:Develop integrated communication plans,for both launch period(estimated 3 month)and sustaining period(estimated 9 months)Advertising Campaign Development:Creative concept,execution,production and extentionMedia man
26、agement:media planning,buying&evaluationOptional Services:(necessity and scale to be further discussed)Event:PR and consumer experience events within core target audienceRetail promotion:promotional activities at retail outletsInteractive programs:Minisite,email marketing,online campaignRelationship
27、 Marketing programs:database and dialogue programs on“influencers”,Proposed Team for Core Services,Remarks:Percentage in bracket refers to estimated%of time of the staff to be spent on Zippo projects on a monthly basis(40 working hours per week,4 weeks per month),given the task of launching a print-
28、driven advertising campaign in ChinaAccount Service team is the day-to-day contact with client on strategic development and project managementTeam of other communication disciplines,such as interactive,relationship marketing,eventing,PR,will be deployed at the requirement of the client,Proposed Comp
29、ensation Scheme for Core Services,Grey proposes a mix of retainer fee and agency commission,to cover the“Core Services”to be provided to Zippo,Compensation for“Optional Services”will be proposed according to requirement of projectsClient is to bear the taxes and fees levied by the government:8.5%of
30、all non-media costs8.5%of media commission,Remarks:“Total Costs”includes the staff costs(salary&benefits),overhead and other operational costs,allocated according to percentage of time put into the business,Our Passion Ignites Your Power!,Project Controller:Josh LiManaging DirectorGrey Global Group(Beiing)Tel:8610-85181138,13911260808Fax:8610-85185500Email:.hk,
