1、,Part II: Agency Service Recommendation,The successful marketing/communication campaigns of Grey Global Group Beijing that targets on the “Young & Hip” segments,1, Portfolio of Communication Programs to Youth Market,Case #1, Kangshifu Ice Tea,Background An average ice tea product, a line extension f

2、rom the leading instant noodle brand “Kangshifu” (Marster Kon), much lagging behind key competitor President Communication Strategy Leverage the power of youth culture and popular idol to “break” from the conservative and average brand image Communication Idea “Cool Power”, represented by pop music

3、star Ren Xianqi Execution Consistent thematic advertising by Ren, froom 2001-2003 Event marketing: concerts, roadshow, fan gathering, campus competition, etc. Retail marketing: POSM, lucky draws Interactive program: minisite, online games, email marketing, etc. Results In 2001 Kangshifu Ice Tea quic

4、kly rose to market leadership Continuous sales growth in 2002 and 2003,Case #1, Kangshifu Ice Tea,Case #2: M Launch,Background M, a South Africa funded internet company, was launched in China as general portal in April 2000, but without success In early 2001, Grey was assigned the task of relaunch M

5、 as the “online service provider”, to the new internet users who are looking for value and aid in internet access Communication Strategy Focus on the differentiation in 24 hours door-to-door service, to establish the positioning of “Best Service Provider of Exciting Internet Experience” Communicatio

6、n Idea Door-to-door service, anytime, anywhere Execution Repackage of product and comm. packages Thematic ad. campaign (TV, Print, Outdoor) “Haircut” On-premise promotion program: sampling of Starter Kit, lucky draw, etc. Results MBW brand awareness quickly rose to 60% within target audience in one

7、month Registration and enquiry kicked off at the ad campaign, increasing by 200%,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

8、,TVC,Print,Case #3, Yahoo! Launch,Background Since its launch in China in 1999 Yahoo!, in a 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 Communi

9、cation Strategy Adapting global advertising strategy into locally relevant execution Build a “funky and cool” image for Y!, but in a Chinese context Communication Idea “The Nerd” You can find your friend on Y!, no matter how strange a person you are! Execution Thematic campaign in Shanghai and Beiji

10、ng: “Nerd” Campus program: roadshow, parties, Sampling and promotion on premise: bar, disco, etc. Results 40% increase of 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

11、Fun” Program,Background Skittles was a well-known brand, but without excitement, basically limited in the kids market below 10 In 2002 Grey was assigned to relaunch Skittles to an older age group (16-18), strengthening the global brand equity of “Stimulation of Imagination” Communication Strategy To

12、tal integrated communication centered on media programming Communication Idea “Skittles Fun Fun Fun Team”: Outward bound activities and TV programming & sponsosrship Execution On-ground activity: Outward bound exploration On-air program: creation of “Skittles Fun Fun Fun”, a TV program syndicated in

13、 30 cities in China On-line activity: Skittles FFF website, online consumer participation programs On-premise activity: POSMs, distribution of stickers, lucky draws, etc. Results 25% increase in brand awareness Significant increase of key image attributes (“Stimulting”, “Exciting”, “Creative”) More

14、than 5,000 mail-in and 30,000 emails from consumers for participation 15% increase in sales volume,Case #4, Skittles “Fun Fun Fun” Program,On-ground activities and TV programming.,Case #4, Skittles “Fun Fun Fun” Program,Catoon creation and usage in POSM and retail promotion,Case #4, Skittles “Fun Fu

15、n Fun” Program,Minisite, online campaign and consumer mail-in,Case #5, Starburst Launch in China,Background Mars China plans to launch Starburst, a soft fruit chews candy in China, targeting on teens and young adults from 18-24 years old in metropolitan cities New below-the-line model is to be adopt

16、ed, due to budget limitation Communication Strategy Position Starburst as “Refreshing Fruit Burst”, carrying an optimistic, energetic and dynamic personality Experiential marketing programs amongst the core target Execution Compelling and consistent visuals in POSMs Hip-hop roadshow in campus Promot

17、ion and sampling through SMS Results To be measured at the end of 2003,Case #4, Starburst Launch in China,Key visuals and POSMs,Case #4, Starburst Launch in China,Hip-hop roadshow (event backdrop),Case #6, Relationship Marketing Program for BAT Kent,Background Based on BATs strategy of on-targeted c

18、ommunication for brand switch, Grey Relationship Marketing (GRM) developed a series of Dialogue Marketing programs for Kent, aiming at one-to-one communication with target smokers to create brand trial The “innovators” and “trendsetters”, typically male smokers aged between 25-29, are defined as the

19、 core target audience of brand launch, and the early adopter of product trial Communication Strategy Design “Opinion Leader Program” to acquire potential prospects, based on set criteria of age, choice of brand, Kent brand muscles and consumer profiles Build relationship with prospect through dialog

20、ue mechanism, aiming at brand trial and usage Execution Data source development: existing data and new data source Building of OL database Data verification and permission acquisition through telemarketing contact Contact programs: DMs, emails, parties, sampling, merchandising, etc.,Case #6, Relatio

21、nship Marketing Program for BAT Kent,Program flow:,Tele/interview verification,O. L,Opinion Leader Cluster,Contact/survey result import,Data source 1.existing data 2.acquired data,Database,Get permission,Sampling,Party,Invitation,Gift,Magazine,Contact,Track,analysis,report,Case #6, Relationship Mark

22、eting Program for BAT Kent,Parties and event:,Case #6, Relationship Marketing Program for BAT Kent,Results: The program attracts 609 Opinion Leaders, and has successfully created brand awareness, image and trial within this base,2, Service Proposal to Zippo Manufacturing,Why Grey?,Global competence

23、and network resources Localized team and established operation base in China Deep understanding of Chinese consumer, esp. the youth market Proven success in building brands, incl. building youth brands Creativity in advertising development Comprehensive offerings of integrated marketing communicatio

24、n Diversified 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 RESULTS!,Service Principles to Zippo Manufacturing,Service objective: Full communication support for Zippo brand launch in China, fulfilling Zi

25、ppos marketing objective of increase sales from $3mil to $10mil Service disciplines to be included: Core Services: Strategic Planning: Develop brand and communication strategy based on insights into the core target market in China Executional Planning: Develop integrated communication plans, for bot

26、h launch period (estimated 3 month) and sustaining period (estimated 9 months) Advertising Campaign Development: Creative concept, execution, production and extention Media management: media planning, buying & evaluation Optional Services: (necessity and scale to be further discussed) Event: PR and

27、consumer experience events within core target audience Retail promotion: promotional activities at retail outlets Interactive programs: Minisite, email marketing, online campaign Relationship 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-driven advertising campaign in China Account Service team is the day-