marketingactivities-dole-压缩.ppt

Confidentiality Note,Dole市场推广模式,2010年11月中国区市场部,2,Month 00,2007,Confidentiality Note,内容提要,都乐强大的设计支持都乐水果美化陈列超炫的都乐专区生动有趣的都乐路演活动丰富多样的其它市场推广活动-户外媒体、网络媒体、公益活动、展览会、与其他行业的合作,3,Month 00,2007,Confidentiality Note,内容提要,都乐强大的设计支持都乐水果美化陈列超炫的都乐专区生动有趣的都乐路演活动丰富多样的其它市场推广活动-户外媒体、网络媒体、公益活动、展览会,4,Month 00,2007,Confidentiality Note,综合鲜果图片,5,Month 00,2007,Confidentiality Note,带有新口号的中英文LOGO,6,Month 00,2007,Confidentiality Note,圆形LOGO,7,Month 00,2007,Confidentiality Note,都乐整体形象推广-用于横版画面,8,Month 00,2007,Confidentiality Note,都乐整体形象推广-用于竖版画面,9,Month 00,2007,Confidentiality Note,都乐香蕉形象推广,10,Month 00,2007,Confidentiality Note,都乐菠萝形象推广,11,Month 00,2007,Confidentiality Note,都乐苹果形象推广,12,Month 00,2007,Confidentiality Note,其它单品图片,13,Month 00,2007,Confidentiality Note,其它单品图片,14,Month 00,2007,Confidentiality Note,其它单品图片,15,Month 00,2007,Confidentiality Note,其它单品图片-帝皇蕉,16,Month 00,2007,Confidentiality Note,促销桌,17,Month 00,2007,Confidentiality Note,货架插卡和摇摇卡,18,Month 00,2007,Confidentiality Note,吊旗,19,Month 00,2007,Confidentiality Note,单品推广系列POP,20,Month 00,2007,Confidentiality Note,单品推广系列POP,21,Month 00,2007,Confidentiality Note,产地知识宣传,22,Month 00,2007,Confidentiality Note,收获的喜悦,23,Month 00,2007,Confidentiality Note,强大的物流系统一流的设施设备,24,Month 00,2007,Confidentiality Note,品种齐全的各类礼盒,悠甜苹果礼盒,悠甜香梨礼盒,25,Month 00,2007,Confidentiality Note,品种齐全的各类礼盒,4只装无冠菠萝礼盒,26,Month 00,2007,Confidentiality Note,品种齐全的各类礼盒,猕猴桃礼盒,橙子礼盒,27,Month 00,2007,Confidentiality Note,品种齐全的各类礼盒-两只装无冠菠萝礼盒,正面,背面,28,Month 00,2007,Confidentiality Note,品种齐全的各类礼盒,综合水果礼盒,29,Month 00,2007,Confidentiality Note,品种齐全的各类礼盒-综合大礼盒,30,Month 00,2007,Confidentiality Note,内容提要,都乐强大的设计支持都乐水果美化陈列超炫的都乐专区生动有趣的都乐路演活动丰富多样的其它市场推广活动-户外媒体、网络媒体、公益活动、展览会、与其他行业的合作,31,Month 00,2007,Confidentiality Note,32,Month 00,2007,Confidentiality Note,33,Month 00,2007,Confidentiality Note,极具视觉冲击力的玲珑菠萝塔,34,Month 00,2007,Confidentiality Note,35,Month 00,2007,Confidentiality Note,36,Month 00,2007,Confidentiality Note,37,Month 00,2007,Confidentiality Note,38,Month 00,2007,Confidentiality Note,39,Month 00,2007,Confidentiality Note,40,Month 00,2007,Confidentiality Note,41,Month 00,2007,Confidentiality Note,42,Month 00,2007,Confidentiality Note,43,Month 00,2007,Confidentiality Note,44,Month 00,2007,Confidentiality Note,45,Month 00,2007,Confidentiality Note,内容提要,都乐强大的设计支持都乐水果美化陈列超炫的都乐专区生动有趣的都乐路演活动丰富多样的其它市场推广活动-户外媒体、网络媒体、公益活动、展览会、与其它行业的合作,46,Month 00,2007,Confidentiality Note,制作专区陈列的目的,在处处讲究品牌的今天，在门店生鲜区划分出专区进行知名品牌的 全品项集中陈列，能够提升生鲜区的整齐性、专业性和时尚性；节约了有品牌要求的消费者的选购时间；便于促销员进行维护打理。,47,Month 00,2007,Confidentiality Note,四面KT板吊顶，划出了立体的都乐品牌区域，从远处就能给予顾客购物指引。,都乐专区效果图,48,Month 00,2007,Confidentiality Note,都乐专区效果图,设计制作KT板安装在立柱四面，增强视觉效果。,49,Month 00,2007,Confidentiality Note,都乐专区效果图,50,Month 00,2007,Confidentiality Note,都乐专区效果图,51,Month 00,2007,Confidentiality Note,都乐专区效果图,亦可用中文版本,52,Month 00,2007,Confidentiality Note,香蕉柜台,53,Month 00,2007,Confidentiality Note,香蕉柜台,54,Month 00,2007,Confidentiality Note,香蕉小柜台 用于小型便利店，或路演现场展示柜。,55,Month 00,2007,Confidentiality Note,都乐旗舰店,56,Month 00,2007,Confidentiality Note,都乐旗舰店,57,Month 00,2007,Confidentiality Note,都乐专区实景欣赏,58,Month 00,2007,Confidentiality Note,都乐专区实景欣赏,59,Month 00,2007,Confidentiality Note,都乐专区实景欣赏,60,Month 00,2007,Confidentiality Note,都乐专区实景欣赏,61,Month 00,2007,Confidentiality Note,都乐专区实景欣赏,62,Month 00,2007,Confidentiality Note,专区推广活动,63,Month 00,2007,Confidentiality Note,64,Month 00,2007,Confidentiality Note,65,Month 00,2007,Confidentiality Note,66,Month 00,2007,Confidentiality Note,67,Month 00,2007,Confidentiality Note,怎样才能称之为一个真正的专区？需要门店的配合与支持！,专区固定位置,全品项采购,全品项集中陈列,专区内POP布置,68,Month 00,2007,Confidentiality Note,实例,Before,69,Month 00,2007,Confidentiality Note,After,70,Month 00,2007,Confidentiality Note,39%,1404%,120%,6400%,专区制作前后销量对比,箱数,71,Month 00,2007,Confidentiality Note,内容提要,都乐强大的设计支持都乐水果美化陈列超炫的都乐专区生动有趣的都乐路演活动丰富多样的其它市场推广活动-户外媒体、网络媒体、公益活动、展览会、与其它行业的合作,72,Month 00,2007,Confidentiality Note,双方共同推动，充分利用此机会创造佳绩，实现双嬴。强化品牌同时，树立都乐水果在消费者心目中的良好形象，并教育培养消费者忠诚度。全年可提供超过27个品项，门店合作中能够提供充足销售机会。门店配合与重视度提升，良性发展循环，将双方优势翻倍增长。,目的,73,Month 00,2007,Confidentiality Note,先期准备：场地、时间、执行框架确认,执行,步骤,中期准备：产品品项&数量确认、POP设计制作、人员招募,后期准备：设备&道具安装测试、人员职责分配,74,Month 00,2007,Confidentiality Note,舞台布置主题-都乐水果，饕餮盛宴,75,Month 00,2007,Confidentiality Note,菠萝塔,76,Month 00,2007,Confidentiality Note,售卖区,77,Month 00,2007,Confidentiality Note,试吃区,78,Month 00,2007,Confidentiality Note,79,Month 00,2007,Confidentiality Note,路演当日店内陈列,80,Month 00,2007,Confidentiality Note,路演当日店内陈列-全品项陈列，店内外相呼应,81,Month 00,2007,Confidentiality Note,产品展示,82,Month 00,2007,Confidentiality Note,83,Month 00,2007,Confidentiality Note,84,Month 00,2007,Confidentiality Note,85,Month 00,2007,Confidentiality Note,86,Month 00,2007,Confidentiality Note,87,Month 00,2007,Confidentiality Note,88,Month 00,2007,Confidentiality Note,美女热舞,89,Month 00,2007,Confidentiality Note,90,Month 00,2007,Confidentiality Note,91,Month 00,2007,Confidentiality Note,香蕉人Bobby,菠萝人 Pinellopy,92,Month 00,2007,Confidentiality Note,93,Month 00,2007,Confidentiality Note,趣味留影区,94,Month 00,2007,Confidentiality Note,95,Month 00,2007,Confidentiality Note,水果套圈,96,Month 00,2007,Confidentiality Note,都乐大转盘,97,Month 00,2007,Confidentiality Note,都乐水果连连看,98,Month 00,2007,Confidentiality Note,都乐水果趣味射门,99,Month 00,2007,Confidentiality Note,100,Month 00,2007,Confidentiality Note,101,Month 00,2007,Confidentiality Note,102,Month 00,2007,Confidentiality Note,103,Month 00,2007,Confidentiality Note,104,Month 00,2007,Confidentiality Note,105,Month 00,2007,Confidentiality Note,贴LOGO游戏,106,Month 00,2007,Confidentiality Note,107,Month 00,2007,Confidentiality Note,水果拼图游戏,108,Month 00,2007,Confidentiality Note,109,Month 00,2007,Confidentiality Note,110,Month 00,2007,Confidentiality Note,吃香蕉比赛,111,Month 00,2007,Confidentiality Note,112,Month 00,2007,Confidentiality Note,113,Month 00,2007,Confidentiality Note,人山人海,114,Month 00,2007,Confidentiality Note,抢购都乐水果,115,Month 00,2007,Confidentiality Note,116,Month 00,2007,Confidentiality Note,117,Month 00,2007,Confidentiality Note,118,Month 00,2007,Confidentiality Note,门店大力配合,店内广播,119,Month 00,2007,Confidentiality Note,120,Month 00,2007,Confidentiality Note,都乐优惠活动支持,购买都乐水果满18元，即送都乐剥橙器一个；购买都乐水果满28元，即送都乐环保袋一个；购买都乐水果满38元，即送都乐公仔一个。在门店单笔购物消费满68元，可免费体验都乐路演游戏（有机会赢取都乐水果精美礼品），还可以惊爆价换购都 乐无冠金菠萝和都乐非转基因木瓜。,121,Month 00,2007,Confidentiality Note,122,Month 00,2007,Confidentiality Note,122,662%,1463%,1100%,400%,路演当日销量增长（以上海卜蜂莲花系统为例，与近三月日均销量对比）,吴中,杨高中路店,天山路店,杨高南路店,123,Month 00,2007,Confidentiality Note,123,1100%,路演当日销量增长,西安沃尔玛未央店,124,Month 00,2007,Confidentiality Note,内容提要,都乐强大的设计支持都乐水果美化陈列超炫的都乐专区生动有趣的都乐路演活动丰富多样的其它市场推广活动-户外媒体、网络媒体、公益活动、展览会、与其它行业的合作,125,Month 00,2007,Confidentiality Note,展会,126,Month 00,2007,Confidentiality Note,127,Month 00,2007,Confidentiality Note,128,Month 00,2007,Confidentiality Note,129,Month 00,2007,Confidentiality Note,130,Month 00,2007,Confidentiality Note,131,Month 00,2007,Confidentiality Note,132,Month 00,2007,Confidentiality Note,133,Month 00,2007,Confidentiality Note,134,Month 00,2007,Confidentiality Note,135,Month 00,2007,Confidentiality Note,环保展会,展位上的接待台、菠萝地堆以及垫放电视机的材料全部用我们的纸箱堆砌而成，充分显示了都乐纸箱的Good Quality和可再利用性，很好的突出了“环保”这一主题。,136,Month 00,2007,Confidentiality Note,我们的展位吸引了众多媒体和参观者,137,Month 00,2007,Confidentiality Note,在香港举行的亚洲水果展会-2009年,138,Month 00,2007,Confidentiality Note,在香港举行的亚洲水果展会-2010年,139,Month 00,2007,Confidentiality Note,Confidentiality Note,与腾讯合作公益活动,141,Month 00,2007,Confidentiality Note,142,Month 00,2007,Confidentiality Note,143,Month 00,2007,Confidentiality Note,将包装好的水果礼盒摆放成“心型”，象征着我们的爱心！,144,Month 00,2007,Confidentiality Note,145,Month 00,2007,Confidentiality Note,146,Month 00,2007,Confidentiality Note,户外广告,147,Month 00,2007,Confidentiality Note,与上海腾讯游戏合作,148,Month 00,2007,Confidentiality Note,正在翻译制作的中文网页,149,Month 00,2007,Confidentiality Note,即将发布的网络广告,150,Month 00,2007,Confidentiality Note,与其它行业的合作-每日新鲜水果吧,每日新鲜水果吧是混合型100%纯果汁的专家，凭借“100%鲜榨”吸引了各年龄段的顾客，目前在上海已经开设了10家门店，均位于人流量大、地段繁华的黄金区域。,151,Month 00,2007,Confidentiality Note,每日新鲜水果吧门店广告位,152,Month 00,2007,Confidentiality Note,每日新鲜水果吧门店广告位,153,Month 00,2007,Confidentiality Note,活动集点卡-凡购买一杯都乐菠萝或香蕉的混合果汁即可获得一张集点卡,154,Month 00,2007,Confidentiality Note,活动宣传单页,155,Month 00,2007,Confidentiality Note,店内对都乐菠萝产地的介绍,店内台面上摆放着此次活动内容的介绍,156,Month 00,2007,Confidentiality Note,同一个目标同一个梦想,