葡萄王健肠直效行销企划案.ppt

葡萄王健肠直效行销企划案1999年11月25日&提案范围n健肠所面临的问题n直效行销目标n直效行销创意&四大竞争范畴必须满足的要求购买购买购买购买欲欲欲欲竞竞竞竞争争争争 美食美食美食美食 娱乐娱乐娱乐娱乐 衣着衣着衣着衣着 保健保健保健保健如何满足要求一般一般一般一般竞竞竞竞争争争争 饮饮饮饮食食食食 锻炼锻炼锻炼锻炼 保健品保健品保健品保健品 医医医医疗疗疗疗我会买哪种健康产品 品种品种品种品种竞竞竞竞争争争争 补补补补气提神气提神气提神气提神 抗衰老抗衰老抗衰老抗衰老 补补补补充充充充维维维维生素生素生素生素 补补补补血血血血 调调调调理理理理肠肠肠肠胃胃胃胃我会买哪个牌子的健康产品品牌品牌品牌品牌竞竞竞竞争争争争 昂立一号昂立一号昂立一号昂立一号 高博特高博特高博特高博特 三株三株三株三株 健健健健肠肠肠肠&四大关键问题n品牌知名度大众媒体传播的特长单一诉求建立品牌信赖度n产品信息的传递n试用n重复购买&产品信息n体质的多样性导致问题的个人化n健康问题的私密性n大众媒体传播无法达成具针对性的诉求n完整的信息还应包括问题的重要性起因和解决途径与同类产品的比较使用注意事项等&试用n较易攻破的一环n利器:免费邮寄到家n机会稍纵即逝提供诱因敦促立即行动&重复购买n取决于使用结果n需要提醒n提供诱因&现阶段直效行销目标n收集名单,提供样品,引导试用n找出高价值家庭,个人化诉求不同使用对象不同问题不同现用品牌n促使重复购买&直效行销远景n发展,维持高价值家庭对葡萄王的品牌忠诚度将葡萄王的支出占有率最大化建立葡萄王母品牌的品牌亲和力n延伸销售 n介绍新产品&直效行销创意健康身体,幸福生活,欢乐家庭&收集名单,提供样品,引导试用n直效回应广告针对性诉求回应件(附问卷)品类消费习惯人口统计资料个人兴趣等寄回完整问卷,即获得免费健肠一周试用装一份n产品内置回应件附问卷寄回完整问卷,即获得“快乐健康家庭手册”及赠送初始积分&找出高价值家庭,个人化诉求n收集回应,输入数据库n分析对象,找出高价值家庭n后续邮件-“快乐健康家庭手册”每户家庭单独编号内容针对个人诉求推出消费累积活动赠送初始积分&促使重复购买n消费累积活动累积方法:自动电话中心-输入编号,输入产品序列号(随机暗码)奖励:与其他企业合作,针对不同对象提供以家庭生活为中心的实物与折价券信用卡公司旅行社,航空公司餐馆主题公园其他保健类产品&促使重复购买n定期沟通健康知识积分的通知新奖励的推出其他产品&操作流程Pre launch stage Launching stagePost launch stageSelect Media,Offer,Develop Creative materialLaunch AdFollow up mailingMail a product sample to respondentsUpload customer dataSegment&Profile customer dataContinue dialogue with targeting messageUpdate customer data into a database system&Process&Responsibility&Program schedule&Cost EstimateFor a launch direct response advertisingnDM planning cost25,000nDirect Response Press AdvertisingCreative concept20,000L/O&Copy writing20,000Finished A/W 1,200nDatabase Management(e-Bridge)(800,000)nTax&Management fee 50,000nMedia cost Total&Benefits of Direct Response AdvertisingnIt is the fastest way to start in mail order campaign.nIt usually generates action more quickly and at lower cost than a mailing at the first stage.nIt can be measurable and accountable in terms for response,and in the generation of customers lists and data&Direct Response AdvertisingJK99121Print a code to help tracking where the responses came fromAssign a different media with a different code Toll free number800-2888-8888Targeting messageCall for actionImmediate and clear cut benefits of the product&A big picture of DR advertisingnIt can be seen in a mass medium form such as press ad,magazine ad,radio commercial,TV commercial(DRTV).nIt is not a general press ad with attached couponnIt is useful and cost effective when is used to generate customer lists and data.nIt contains more targeting message than general advertising.nIt stimulates targets to act on advertising within period stated or triggers them with some incentivesnIt always seeks some form of responses,for example attached coupon in the ad for target to complete and return then receive an offer,or offering a toll free number in the ad.