雪津沁爽上市计划0612.pptx
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1、1,SEGMENTATION AND POSITIONING1ST ALCOHOL DRINK FOR LAD RELAXATION & BONDING,POSITION,VALUE BASED BRAND POSITIONINGBRING YOUNG & INNOVATIVE SPIRIT TO MOTHER BRAND,POSITION,PRODUCT,酒液和包裝的发展方向乃根據概念測試的重要发现,1 CONCEPT + 2 DESIGN + 1 LIQUID FULL MIXIDENTIFY THE WINNING MIX FOR MARKET LAUNCH(BOOST SAMPLE L
2、DA-29),METHODOLOGY,PERFORMANCE VS. ACTION STANDARD2 MIX WON MEDIUM TO HIGH TRIAL AND REPEAT INTENSION,KPI,PARITY PERFROAMCE ACROSS MIX AND TARGETSCLOSE MATCH BETWEEN MIX, WHILE WHITE SLIGHTLY BETTER,PACK PERFORMANCE,Package attributes rating(Top2),C,C,C,C,A,WIINING PACK DESIGNWHITE / GOLD VERSION CR
3、EATES TRENDY AND QUALITYIMAGES,FINAL DESIGN,FLAVOR EXTENSION FOR OCCASION BUILDINGCHOICEFUL FRUIT FLAVOR TO MEET LDA VARIETY SWEET PALLET,PORTFOLIO,LDA INSIGHTTIME TO EXPLORE AND EXPERIENCE SOMETHING NEW ANDSHARE FUN WITH BESTIES,INSIGHT,LDA年青人核心动察与核心概念年青就是要体验新鲜, 分享体验, 才会乐趣无限,IDEA,SLOGAN,IMC CORE CR
4、EATIVE AND SLOGAN,IMC COMMUNICATION OBJECTIVENEW PRODUCT INTRODUCTION AND INDUCE TRIAL,IMC,LDALIFESTYLE,WEB SURFING, TV / MOVIE WATCHIN, KTV AND SHOPPING ARE THEIR KEY ENTERTAINMENTS,LDA MEDIA,TV, OUT OF HOME AND INTERNET CONTACT POINTS FOR LDA MASSIVE REACH,OOH,HIGH PENETRATION ON BUS BODY AND PREF
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