奥美Agenda006.ppt

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1、,Agenda,Role of Interactive for Disney StoresThe web:right place to beHow can we make the web work for you?,Role of Web,Drive loyal guests to Disney Stores Encourage membership to Disney ClubProvide added-value to members on the webOnline strategy supports offline strategy,Disney Stores,Disney.co.jp

2、/store,Club support,Club membership,The Web:right place to be,Can we reach your core target?-female,20-34,Female Netizens in Japan,Female age profile in Feb.1998,Feb.1998,Info Com Research Feb.98,Year 2000,20 to 34:82.9%(3,469,365),Source:CSJ Sep.1998,Year 1998,Year 2000,Female Netizens in Japan,Exp

3、ected growth is 3%to 5%per annum,4,185,000 people,11,812,500 people,Internet in Japan,source:CyberSpace Japan September 98,The Net Population in Japan,14 Million in Oct.1998 to 34 Million by 2000,source:Nikkei BP Sep.98,e-commerce:Japan,Relatively slow growth“Japan is predominantly cash market”(alth

4、ough credit card penetration is about 69%)“Security concerns”However62%of Females and 48%of Males have usedonline shoppingxource:Nikkei ResearchUp to 80%make theirbuying decision on the web,Drive loyal guests to Disney Stores,Disney Stores,Disney.co.jp/store,Club support,Club membership,Female Netiz

5、ens in Japan,Predominantly office workers,students and housewives,source:CyberSpace Japan September 98,Female Netizens in Japan,Info Com Research Feb.98,Predominantly office and home,Female Netizens in Japan,Hokkaido/Tohoku7.4%,Tokyo18.6%,Kanto28.9%,Chubu/Koshinetu14.2%,Kinki18.0%,Chugoku/Shikoku6.3

6、%,Kyusyu/Okinawa5.3%,Excl.Tokyo,47.5%of the Netizens live in Kanto area.18%in Kinki,14.2%in Chubu/Ko-shinetsuCompanies are concentrated Kanto area,Info Com Research Feb.98,The web can work for you,In the same way as all your one-to-one communications:Recognize them:personalizationReward them:points,

7、promos,gifts,e-couponsGo beyond the usual:Birthday card/Mothers Day Card/movie premiersInvolve them:guest feedback,site feedback,create your own Disney home page,talk to other club membersInform theme-mailings,latest products,upcoming promos,events,The web can work for you,Phased approach:no rush to

8、 develop a massive web sitecan take one step at a timePhase I:Product informationClub informationWhats newCampaign infoCompany infoPhase II:e-couponsgamese-commerce,Site Map,Club membership mechanics,Disney Stores,Club membership,Disney.co.jp/store,Log on with CM#,Thank youBryan Castellani,Bryan Cas

9、tellaniYou have 1,000points,Competitors are Online,SANRIOProduct InformationOnline ShopEvent InformationNo Interactive activity,SNOOPYProduct InformationEvent InformationFAN Club coming soonNo Interactive activity,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,