雪津沁爽上市计划0612.pptx

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 LDA-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 CREATES 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 CREATIVE 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 PREFERENCE ON CINEMA,目标群分析,女性LDA户外媒体接触习惯,渗透率,渗透率,偏好度,偏好度,男性LDA户外媒体接触习惯,超市、便利店和购物中心在目标群中有较高接触度,HOLIDAY,DIFFERENT CONTACT POINT FOCUS IN HOLIDAY AND SCHOOLTV AND OOH UPWEIGHT DURING SUMMER HOLIDAY, OTV AND ONLINE AD,360,FAST BUILD AWARENESS AND TRIALTA: LDA 29, CO-ED,电视广告,2015新代言人陈赫, 李晨领衔主演,户外广告,商场内巨型挂幅,影厅广告,除影厅内播放电视广告影厅外情景布置与试饮,户外广告,量贩KTV包柱,KTV广告媒介详情,街头试饮活动,人人都有新体验 移动体验中心预计在福建厦门、福州、莆田、泉州、漳州、龙岩、三明、南平、宁德，平潭同步试饮(视铺货情况而定),街头试饮活动,多重感受体验车视觉, 听觉, 触觉, 嗅觉, 味觉体验雪津沁爽,街头试饮活动,多重感受体验车分享你和兄弟第一次的沁爽体验,数位活动,雪津沁爽试饮计划,数位广告,当地门户网站疯狂广告横幅,媒介策略,手机广告,暑期档出行信息及社交类APP,数位活动,线上版H5：人人都有新体验寻找雪津沁爽专车踪迹,1.雪津柠檬车作为单次试饮指定地点2.柠檬车内部嫁接ibeacon，并引导用户摇一摇获取雪津柠檬车H5 3.用户关注并互动即将获得更多沁爽试饮,投票移动雪津柠檬车前往您附近的道路，即可获得更多沁爽试饮哦！,雪津柠檬车今日驶达地点成功大道快去邂逅它享受沁爽吧！,雪津柠檬车H5,线上/下连结,分享雪津沁爽专车给真兄弟,到店领取,获得优惠免费喝,沁爽传递,存酒并贴上个性QR Code，请他人共同尝新品,O2O,上传试饮表情，赢取Second Trail,线上/下连结,门店版H5：摇一摇,1.派发含有活动信息及二维码的雪津迎新派对周边，给予LDA benefit2.LDA扫描二维码后可获得活动信息，带来更多活动曝光及互动,高校活动,雪津迎新派对 沁爽舞蹈大赛,人人沁爽迎新趴30+场,雪津沁爽大型迎新晚会X2,高校活动,雪津沁爽/人人迎新派对及沁爽舞蹈大赛预计9-10月举办, 以赞助学校迎新晚会为主, 数量待定（2大30+小场),新生派对,新体验舞蹈秀比赛,柠檬苏打主题布置,线上曝光,置顶新鲜事,定向投放，曝光线下迎新趴信息,从会场入口开始，到场内充斥品牌元素,线下校园狂欢,引爆现场,深入校园,提前预热,在校内搭产品展台，派发，张贴海报,迎新趴告知,媒介策略,提前预热,引爆现场,人人状态墙互动,晚会道具植入,雪津Logo黄色气球,晚会入口雪津易拉宝+派发,雪津柠檬展台+派发,雪津柠檬海报张贴,总冠名权益主要包括：入口处放品牌易拉宝，堆头，试饮主持人口播会场布置（黄色气球，椅背）道具植入小礼品（柠檬造型扇子）,展台和派发人员都可装扮成柠檬,校内张贴品牌海报,媒介策略,置顶新鲜事,通路活动,店头布置与赠品活动,POCM产品介绍与代言人推荐,年青人喜爱的礼品柠檬苏打啤酒杯,产品教育,主要传播目的,7月,8月,互动试饮,网站,人人都有新体验Campaign Site,数位活动社群,沁爽体验车,试饮活动PR,雪津柠檬车（Ibeacon摇出试饮）,#柠檬放映室#,雪津迎新派对,TV,30sec TVC / 15sec TVC,9月,时间表,全传播媒体时间表,10月,OTV,30sec TVC / 15sec TVC,沁爽迎新派对,户外大牌,KTV / 商场,雪津柠檬车视频,连合晚会,校园,雪津沁爽新上市,雪津沁爽新上市,沁爽新上市 / 迎新派对,Thank You,