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CD CONTENT. Test your Brand Activation concept. About Activation. Case Study. Brand Activation from your viewpoint. Test your brand activation. About Activation. Case. Sampling. Promotion. Distribution. Consumer promotion. Outdoor Ad. Event. Segmentation. Advertising. Sponsorship.

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  1. CD CONTENT Test your Brand Activation concept About Activation Case Study

  2. Brand Activation from your viewpoint Test your brand activation About Activation Case

  3. Sampling Promotion Distribution Consumer promotion Outdoor Ad Event Segmentation Advertising Sponsorship TVC Public relations Brand activation Brand Positioning Launch Plan Trade Promotion Communication News release Product R&D Pricing

  4. Brand activation in marketing Advertising TVC prints … Product R&D Public relations Sponsorship Pricing News release Segmentation Brand Positioning … Distribution Consumer promotion Promotion Trade Promotion Merchandizing Shopper activation … Brand Activation Public Activation Door2Door Activation … Launch, Build and Promote brand

  5. Brand Activation đang ở đâu? Test Hieu biet B.A About Activation • Các công cụ ATL đang trở nên “truyền thống” và không đủ để làm nhãn trong một thị trường ngày càng trở nên bất thường. Trong marketing đương thời, sự toàn cầu hoá tạo nên một một toàn cầu hoá cho Communication và các công cụ ATL. Ví dụ: ngân sách cho các local tvc càng nhỏ đi • Activation nay là một phần của mọi chiến dịch 360o của nhãn hàng. Trong khi Communication tạo awareness và giới thiệu benefit nhãn hàng, chuyển tải brand’s character, thì Activation kết nối tất cả những điều đó vào cuộc sống, tác động trực diện vào hành động mua và tạo ra những trải nghiệm không thay thế được. It activates! Case

  6. Brand Activation đang ở đâu? Test Hieu biet B.A Khai niem – phuong phap • Tại Việt Nam, phần nhiều spender của Brand activation là các nhãn hàng worldwide, vì sự hiểu biết, kinh nghiệm và ngân sách của họ trong loại công cụ này • Những nhãn hàng của công ty trong nước phần nhiều đang vẫn dành ngân sách cho [1]advertising [2]event & PR và [3]sales & trade promotion Thuc hanh

  7. Khái niệm về Brand Activation Test Hieu biet B.A Khai niem – phuong phap • Theo mục tiêu và dưới một chiến lược rõ ràng của nhãn, Brand Activation gồm tất cả những gì có khả năng đưa tinh thần và lời hứa của nhãn hàng vào cuộc sống người dùng mục tiêu một cách tương tác và trải nghiệm. • Under clear brand’s objectives and strategy, brand activation is about all that can bring brand spirit and promises to life, with target consumer’s experiences and interaction Thuc hanh

  8. Các dạng Brand Activation hay gặp Test Hieu biet B.A Khai niem – phuong phap • Hình thức • Public activation (roadshow, event, café activities..) • Door to door activation (sampling, demo-selling,..) • Shopper activation (in-store activities, đổi quà..) • Trade support activation (merchandizing, mysterious shopper) • Activation 360O • Mục tiêu: • Launch • Build equity • Boost sales • Switch users • … Thuc hanh

  9. Làm một Kế hoạch brand activation Test Hieu biet B.A Khai niem – phuong phap Thuc hanh Activities & Operation mechanics Yep, we have concept. How we develop it into single executable activities? Activation platform / concept What is the platform, on it the brand can associate with TA’s life? Key message/Key deliveries What is the single thing that target audience with get from after activation campaign? Activation objective In this marketing plan, what is the role of activation? Marketing Obj & Strategy & brand campaign What are the mkt obj? What is the marketing strategy to let the brand reach objectives? MKT situation/challenge What is the challenge of brand? Its period of the brand cycle?

  10. Case StudyActivation Relaunch KotexWhitePro Timing: Dec 2006 – Jan 2007Scope: GT5 Test Hieu biet B.A Khai niem – phuong phap Case

  11. Basic info • Background • Activation brief • KCV planned to relaunch the brand in Nov 2006 with a new positioning focusing on functional benefits • MiR Consultants is briefed to develop an activation campaign, which understood as an integrated part of the launch

  12. Target of Activation • Competing users of KWP • Female 20 – 35, SEC ABC • Urban – GT5 Modern Feminine Enjoy her life Basic info • Background • Activation brief • Activation Objectives • Build KWP brand awareness • Build KWP brand with premium image and superior quality

  13. Proposal Platform Info • Background • Activation brief • What is the most important to communicate? • KWP is Dry and Safe to skin, that help you always feel your best and get most out of life in your period • Why should they believe this? • Dermatology test for no skin irritation • New and revolutionary SA top-sheet

  14. Consumer Insights • FGD briefcase • Key findings • Respondent • Group 1: • 6 females – non-officer • Aged 25-30 • Group 2 • 6 females, officer • Aged 25-30 • Discussion topic • 24 hour stat of life and life style • Shopping behavior • Brand TOM and characterize • Reacts to sanitary pad activation

  15. What is your TOM brand? (priorized) • Kotex Style • Whisper • Diana • Kotex Pro • Sofy • Carefree • FGD briefcase • Key findings • How about sanitary pad TVCs? • There is a need to search for product info, coz they still looking for a best solution for their healthy life • But should be a very politely expression (ex: tvc Diana Pretty woman: negative perception) • Key Driven factor to purchase intent? • Functionality • Where should we do sampling? • “Any places even I am with an opposite sex partner. However sample packaging should be nice and reserved beautiful outfit (dep va tế nhị)” • Activation? • Just where I am at all-woman places, so that I can spend time and join the activities • How about product functional demo? • For advertising, it should be verbally (VO), should not use visual description • For activation, it’s fine to expose manual demo, but in polite format. -> traditional demo is not preferred. (“I dun wanna see that demo with the pad, even I am in all-woman places or am with female partner”)

  16. Key deliveries • Consumer insight • It’s really uncomfortable for me in “period” day with rash and wet feeling. It restricted me from enjoying my life. Key delivery Brand awareness Functional benefit Brand experiences Premium, trusted, modern brand personality • Functional benefit • Keep me Dry and Safe for my skin • (no irritation) • Emotional benefit • I feel so confident & comfortable in any activities than ever before. I always feel my best, get most out of life!

  17. Where is a platform that can bring the Key Deliveries to life?

  18. Activation platformPLEASURABLE MOMENTS insightsIt’s really uncomfortable for me in “period” day with unsafe, rash and wet feeling. It discouraged me & restricted me from enjoying my life. I wish sanitary pad could bring me soft & safe feeling for my sensitive skin so I could get most out of life and enjoy it at best.

  19. SMALL OFFICE TOWER WET MART CINEMA THEATRE WOMEN CLUB • SAMPLING • Rolling Standee • Sampling promoter • (boy & girl) LITE ACTIVATION -lighting small booth -restroom branding and sampling NIGHT CLUB PHÒNG TRÀ PLEASURABLE MOMENTS PREMIUM CAFE BOOK STORE FULL ACTIVATION Customized activities by channel BEAUTY CARE - spa OFFICE TOWER SUPERMART

  20. FULL ACTIVATION Supermart Invitation Need recognition Product demo Brand interactive Sampling & incentive

  21. Key ACTIVATION Premium booth Office tower OFFICE TOWER Invitation to join Sampling with demo sample TA does web games IT indoor confirm Winning Booth redemption TA gets to pleasurable sites

  22. Key ACTIVATION Office tower Rest room branding • Mirror sticker • Poster on the back of toilet door • Violet water bowl with floating flower

  23. SAMPLING 1st day at office tower

  24. 2nd day !

  25. Beauty Care points

  26. 1st time ever… Rolling standee

  27. 1st time ever… Night Club sponsor

  28. Brand Activation Vietnam Outlook Prepared by MIRactivation for VMC 2008

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