奥美Bright Eyes Club 2000008.ppt

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1、,Prepared by OgilvyInteractiveDate Nov.18,1999,Bright Eyes Club 2000,Contents,Business Imperatives,Our Strategy&implementation Process,Work Schedule,Budget,Description of Project Functions,Business Imperatives and Opportunities,Phase 2:Set up On-line Club,Phase 1:Set up Off-line Club,Team profile,20

2、00 DM Program Prospect,Cooperation with Myweb,Bausch&Lombs business faces a variety of challenges in the current market.,Pressure For Change,Progress of Category is limited,Price War,Channels Kickback,Consumers Betrayal,The key issue is that currently end-users and channels are both“strangers”to us.

3、,Emotional Loyalty,Behavioral Loyalty,High,High,Low,Exist,Prospect,Build up relationship,prisoners,good,happy,friends,marriages,neighbors,colleagues,courtship,strangers,extended,distant,families,lovers,Channel status owners,RationalGaining profit from kickback is easy;Favor the brands that bring the

4、 highest profits;Limited knowledge in marketing and managementEmotionalBusiness is more or less private enterpriseBusiness is operated with few supportsManufacturers are seen as“renters”who do not help in the actual sale of products ImplicationCare about profit,need support,Channel status sellers,Ra

5、tionalChoose the most profitable product to sell,even though it may not satisfy customers.Limited knowledge of professional marketLimited understanding of their customersEmotionalLife is invariable,two points and one lineWorking is pressure and boringBeing small potato,there is no chance for great a

6、chievement.Customers are nearly troubleImplicationCare about profit,need to express individual value.,Channel status fitters,RationalChoose the most profitable product to sell,although it makes customers not that satisfied Professional background but have fallen behind No expertise on different manu

7、factories products.EmotionalAs the professional in this locale,they are lonely and have no stimulating and interactive Work is pressure and boringno respect and achievementsCustomers are nearly troubleFeel like being left behindImplication(Retired)Professionals needs professional/academic learningEx

8、perienced Amateurs needs communication,learn with fun,End-user status category benefits,Functionalconvenient comfortablebeautifulInsightfeelings of normally and privacy;light-hearted and free;ride fashion trends and build personal image.Implicationrefine the relationship,Rationalmain brand homogeny;

9、having economic pressure,currently very expensive.price and virtual offers are the main factor in choosing productsshortcomings(unable to solve astigmatism and can not be worn overnight)belong to the category,No market leaders that stand out to consumers;Low consumer knowledge,although contact lense

10、s are high technology goodsEmotionalno personal careno relevant products and serviceImplicationneed individual service,End-user status usage and attitude,In Chinas huge population,there is little room for the consideration of individuals,Chinese deeply desire individually understanding and care.Rela

11、tionships are very important to Chinese.However,at this point,intimate relationships are only between people.Having such a relationship with a company is almost impossible.Eager to be acknowledged,they need more change and challenges in their routine daily lives.Implicationtake care of the lives of

12、individuals.,End-users status lifestyle,Contents,Business Imperatives and Opportunities,Our Strategy&implementation Process,Description of Project Function,Phase 2:Set up On-line Club,Phase 1:Set up Off-line Club,Work Schedule,Budget,Team profile,2000 DM Program Prospect,Cooperation with Myweb,Our s

13、trategy,End-user,Channel,B&L,More Information,Care&Saving,More Profit,More Information,Support&Business,Build On-line ClubMore CFE,More Benefit,More Purchase Higher Loyalty,More Sales Higher Loyalty,Our strategy,Core:Integrated online relationship marketing to improve TCS(Total Customer Satisfaction

14、)and building favorable channel.Objective:Retain customer/partner relationship and build up brand loyalty.MethodOn-line“Eyescare”clubDatabase Marketing Off-line(Direct Mailing,Binder Mailing)On-line(I-bridger,E-mail),Developing Rational and Emotional Bonds,+,Emotional,+,-,Strangers,Partners,Understa

15、nd and personalize.RecognitionGratitudeService BenefitsInvolvement,More purchases,more offers.Economic benefitsAdditional offersFact-based information,Behavioral,Offering Principle,Cost of Offers,Profits gained,Value,Time,Customers Loyalty,Offer-Channel,RationalOff-linePoints=MoneyIncrease users(gre

16、ater business)Events(training,etc.)Faster deliveryOn-line.Email account InformationOrder productsNewsletterInternet ExperienceFree time(Internet Access),EmotionalOff-lineEvents(Travel)Raise awarenessOn-linePersonal PagesProfessional Tips,RationalOff-linepoints=moneyProducts(upgrade,cross)On-lineSpac

17、e(mail)InformationNewsletterEyes care tipsInternet ExperienceFree time,EmotionalOff-lineGifts EventsOn-linePersonal PagesMake friends(BBS),Offer-End-user,Implementation process to channels,Choosing key channels,Creative WebTV StationSet up TV with MywebTraining for owners,sellers and fittersMerchand

18、ising,Announce to dealers and training,Taking the salute from increasing customers andrelevant persons registering,Points ProgramStore points from purchase(every relevant person have benefits)converting points into productsGifts and premium give-aways,Personalized servicePersonal NewsletterPersonal

19、experiences publishFAQCommunity interactionWorkshops and seminars,Accept new volunteer channels,Analyze projectrepresentation,Working process to end-users,Analyze Existing Database,Off-line project announcement,Returned Mail,Assign relevant channels,Home Register,Channel Register,No Response,Points

20、ProgramStore points from purchase(every relevant person have benefits)Changing points into productsGifts and premium give-aways,Personalized servicePersonal“EyesCare”institutePersonal NewsletterPersonal experiences publishFAQCommunity,Referring New UsersEnlarging Database,Promotionin Key Cities,Cont

21、ents,Business Imperatives and Opportunities,Description of Project Function,Our Strategy&implementation Process,Phase 2:Set up On-line Club,Phase 1:Set up Off-line Club,Work Schedule,Budget,Team profile,2000 DM Program Prospect,Cooperation with Myweb,Phase 1-setup off-line club,Build Key ChannelsBin

22、der Mailing for fitterOffline Reminder for end-userSetup off-line database system See Appendix One,Phase 2-setup off-line club,Setup on-line database systemSetup club web siteClub Promotion See Appendix Two,Contents,Business Imperatives and Opportunities,Description of Project Function,2000 DM Progr

23、am Prospect,Our Strategy&implementation Process,Phase 2:Set up On-line Club,Phase 1:Set up Off-line Club,Work Schedule,Budget,Team profile,Cooperation with Myweb,2000 DM Program Prospects,Spring,Summer,Autumn,Winter,Training Session(Seminars and Workshops),Travel or beauty pouch/sac Campaign,With Se

24、asonal Special Products Sell,Dating Within Your Summer Vacation,Swimming goggles Campaign,With Seasonal Special Products Sell,New Products for New Beginning,Specially for freshmen,Nationals Day Travel Event,Eyes Care Institute Seminar or Workshop,Wind-proof(Glass)Campaign,With Seasonal Special Produ

25、cts Sell,Christmas and New Year Gifts Supply,See Appendix Three,Contents,Cooperation with Myweb,Business Imperatives and Opportunities,Description of Project Function,Our Strategy&implementation Process,Phase 2:Set up On-line Club,Phase 1:Set up Off-line Club,Work Schedule,Budget,Team profile,2000 D

26、M Program Prospect,Cooperation with Myweb,Discount Web TV for each channel(Beijing,Shanghai,Guangzhou,etc.)Technical Support and Training Mailbox for everyone in online club(channel and end-user)Link to interrelated content in Myweb site(life,hygiene,etc.)Web hosting(ex.http:/,Contents,Team Profile,

27、Business Imperatives and Opportunities,Description of Project Function,Our Strategy&implementation Process,Phase 2:Set up On-line Club,Phase 1:Set up Off-line Club,Work Schedule,Budget,2000 DM Program Prospect,Cooperation with Myweb,Our Team,MembersOBoth setup the rule of“EyesCare”Club,Contents,Work

28、 Schedule,Business Imperatives and Opportunities,Description of Project Function,Our Strategy&implementation Process,Phase 2:Set up On-line Club,Phase 1:Set up Off-line Club,2000 DM Program Prospect,Cooperation with Myweb,Team profile,Budget,Work Schedule,B&L,O&M,Myweb,Time,Build Key Channels,Setup

29、off-lineDatabase System,Setup Web TV in Channeland Training,Setup Web Site,Offline DM,Club Opening,BinderMailing,Setup On-linedatabasesystem,Club promotion,Phase 1,Phase 2,Contents,Work Schedule,Budget,Business Imperatives and Opportunities,Description of Project Function,Our Strategy&implementation

30、 Process,Phase 2:Set up On-line Club,Phase 1:Set up Off-line Club,2000 DM Program Prospect,Cooperation with Myweb,Team profile,Phase one Budget,Project Management RMB 300KSetup DatabaseInstall I-bridge RMB 300KAnalyze Exist DB users RMB 200KSetup Channel DB RMB 100KDatabase Management RMB 200KFirst

31、Off-line DM CampaignRMB 600KBinder MailingRMB 1290K(See Appendix four)TotalRMB 2990K,Phase two Budget,Project Management RMB 200KSetup web siteStrategy and ConceptRMB 200KCreative designRMB 600KTech designRMB 400KPromotionRMB 600K TotalRMB 2000K WebTVRMB 1200K,Build Key Channels,Appendix One,Build K

32、ey Channels-WebTV set up,Hardware SetupTV+Web Box+Telephone LineSoftware SetupChoose Key B&L Seller in Key ChannelUniform of Key B&L Sellers MerchandisingWhole WebPostersLeaflets TrainingSet up(1day)On line Q&ASupport Sales,Appendix One,Offline Reminder,Appendix One,Set up on-line club-Overview,Prod

33、ucts Info,Campaign,“Eyes Care”Institute,Self-Interested Area,Campaign Report,Community,Myweb:EyesCare Club,Appendix Two,Set up on-line club,Contents Entitled Personal Points Stored Demo Channel&End-user Personal Equivalent Advice Channel&End-user Point Calculator Channel Changing relevant persons po

34、ints for every purchase and exchange,CampaignExplanationPoint Storing DemoPoint Equivalence Offer Exchange Order System,Appendix Two,Set up on-line club,Contents Entitled Explanation Channel Suitable Products for right target New R&D Result ChannelStrategy for Each Product ChannelPersonal Product Ad

35、vice End-user User Manual End-user,Products InfoRegularCombinationNew,Appendix Two,Set up on-line club,Contents Entitled Special News Channel Talking to colleagues ChannelAsking Specialists ChannelPersonal Product Usage Tips End-user Eye Problem Advisor End-user,“EyesCare”InstituteContact using tips

36、“EyesCare”advisorPersonal ophthalmic doctor,Appendix Two,Set up on-line club,Contents Entitled Interest Ranking Channel&End-user Personal Interested Information Channel&End-user Storage(Auto),Self-Interested AreaSuggestion of Information Fields and Links(fashion,sports,dressing,travel)Newsletter Lin

37、k to personal mail box,Appendix Two,Set up on-line club,Contents Entitled BBS:View and Publish Channel&End-user Sales Superstar Experience Channel Personal Experience view Channel&End-user and send story,CommunityBBS Topics:Lens,Eyes problem,Fashion,Sports,TravelPublisher Superstar Experience,Append

38、ix Two,Set up on-line club,Contents Entitled Only view local report Channel,Campaign ReportMonthly Performance Analyze of Customer,Appendix Two,Objective Enlarge our databaseMethodology(Supply visitors entitled)On-line Promotion(media strategy needed)choose hot browser and relevant sitesintroduction

39、 or link in browser and relevant sitesOff-line Promotionchoose special channel(schools and collages)Events bonding with Eyes Care InstituteEvents bonding with on-line club,Club Promotion,Appendix Two,Events in First Quarter(Mar.Apr.May)-Channel,On-line Leading Up Answer Objective-Speed up key seller

40、s operating skillTargets-Key sellersMethod-On-line Q&A,adding points when answer is correct.Time-1st month after Web TVs set upHappy April Week-ends with training Objective-Reward positive channels,and encourage them Targets-Owners(Sales included)Method-Choose top 10 stores based on sales to Club me

41、mbers Each store receives 3 invitations A trip to the suburb for 2 days,Special program training(Sections for channel only)Time-Aprils last weekend,Appendix Three,首月大特送Objective-促进登录广度与速度，增强通路与自身销售系统信心Targets-现有名单消费者Method-在受到DM单的30天内，购买当季推荐产品，特特价；奖励点数特特多；出游或美容礼品特特多Time-1st month after the date prin

42、ted in envelop 五月明眸之星（选美）Objective-增加参与兴趣，制造流行话题，促进重点产品销售Targets-所有俱乐部成员，特别照顾配戴重点产品的消费者Method-将个人生活照寄往指定地点，刊登上网（重点产品者）所有成员可上网投票 结果公布，正确投票者有奖；重点产品者奖项加倍Time-3月中开始，4月底揭晓,Events in First Quarter(Mar.Apr.May)-End-user,Appendix Three,夏季常发眼疾辨别与治疗建议讲座Objective-加强配镜师的专业水平；奖励态度积极的配镜师Targets-重点通路 的配镜师Method-主动

43、提出讲座参加申请，同时评估积极度指标（业绩）聘请知名眼科医生，相关销售人员同时参加 周末1天，提供免费午餐Time-1st Weekend in June 暑期销售大比拼Objective-提升通路积极性，增加旺季销售Targets-所有俱乐部成员Method-以5月销量作为基数，将通路分类（大、中、小）分类比较暑期销量，按名次发送大奖Time-6月底开始，8月底揭晓,Events in Second Quarter(Jun.Jul.Aug.)-Channel,Appendix Three,Events in Second Quarter(Jun.Jul.Aug.)-End-user,暑期网上

44、游戏大比拼Objective-增加成员上网获取信息可能，增加对俱乐部的兴趣与 偏好；增加旺季销售Targets-全体俱乐部成员(重点:大专院校学生)Method-一个通关游戏，可长时间积累分数，最终比拼分数发奖 游戏过程中，通关诀窍可通过成员积分换取；游戏期间发生购买行为，游戏积分与成员积分加倍；大奖诱人，游戏精彩Time-Whole Summer暑期特别礼品欢送Objective-增加旺季销售Targets-所有俱乐部成员(重点:大专院校学生)Method-名牌游泳镜作为诱惑促销品，促进全线产品销售Time-Whole Summer,Appendix Three,Events in Thir

45、d Quarter(Sept.Oct.)-Channel,国庆假期特别旅行计划Objective-奖励重点通路，鼓励积极表现Targets-全体俱乐部成员Method-根据销售业绩,评选前三名通路免费参加一次国内旅游.Time-九月底新开始，介绍新朋友Objective-增加俱乐部成员数量，扩大俱乐部影响Targets-重点:大专院校学生 和 主要ChannelMethod-新学期开始，介绍戴隐型眼镜的朋友入会；新入会者必须购买博士伦产品；新成员与介绍人同时获得特别奖励积分Time-9、10月,Appendix Three,风沙干燥季节眼疾知识讲座Objective-加强配镜师的专业水平；奖励

46、态度积极的配镜师Targets-重点通路 的配镜师Method-主动提出讲座参加申请，同时评估积极度指标（业绩）聘请知名眼科医生，相关销售人员同时参加 周末1天，提供免费午餐Time-1st Weekend in Sep季节性特别礼品欢送Objective-增加旺季销售Targets-全体俱乐部成员Method-防风镜作为诱惑促销品，促进全线产品销售Time-整个冬季,Events in Fourth Quarter(Nov.Dec.Jan)-End-user,Appendix Three,圣诞,新年特别礼品欢送Objective-增加旺季销售Targets-全体俱乐部成员Method-圣诞,

47、新年礼物作为诱惑促销品，促进全线产品销售Time-12中旬至1月中旬,Events in Fourth Quarter(Nov.Dec.Jan)-End-user,Appendix Three,Binder Mailing Working Schedule,A survey with call-to-actionPrepare the questionnaire1 weekSend and receive the answer2 weeksData analysis Analysis the answer1 weekBinder mailingCreative finished3 weeksP

48、rint1 weekBinder production4 weeksMailing1 weekTotal 9 weeks,Appendix Four,Binder Mailing Budget,Agency FeeProject Management RMB 200KData AnalysisRMB 100KCreative Strategy&ConceptRMB 70KArt Director RMB 80KText content editingRMB 100KFinish Art WorkRMB 100KThird-Party Fee(20 pages-4000 copies)PrintRMB 120KBinder ProductionRMB 320KBinder MailingRMB 200KRemark:This is not accurate amount.Total RMB 1290K,Appendix Four,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。,