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ISC Marketing - Example of Holistic Marketing Strategy for a hi-tech brand
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All Rights ReservedCONFIDENTIAL
2008
Holistic Marketing Strategy
All Rights ReservedCONFIDENTIAL
Mong
muốn
LợI
ích
Bằng
chứng
Tính
cách
Giá
trịO.W.EHuyệt
Tâm lý
Đối
tượng
Cạnh
tranh
Chiến lược
Retail /
Stand
Out
Shoppers
26-35
18-25
BE IN!
ME!
NOW!
New
ShoppingExperience
The
Cool Community
FPT
Is
Trustmark
Cool
Expert
The New
Hi-Tech
Lifestyle
Hottest
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[IN]
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Chuùng ta muoán trôû thaønh LoveMark[IN]
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Love Mark is the power of brand built on emotional ideas.La Holistic is tool to bring ideas to life. Love Mark is to where we want to go.
La Holistic is the way to get there.
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La Holistic Difference?
“Holistic Difference” laø caùch tieáp caän cuûa Publicis Worldwide
nhaèm ñöa ra phöông aùn toái öu ñeå keát noái Thöông hieäu vaø Ngöôøi
Tieâu duøng, treân cô sôû hieåu thaáu ñaùo caùc vaán ñeà truyeàn thoâng.
Phöông phaùp naøy döïa treân cô sôû raát ñôn giaûn “Caùi gì cuõng coù
theå chuyeån taûi thoâng ñieäp ñöôïc”. – Taát caû nhöõng gì moät
thöông hieäu coù theå laøm ñeå tieáp xuùc / ñoái thoaïi vôùi Ngöôøi Tieâu
duøng, aûnh höôûng tôùi thaùi ñoä cuûa ngöôøi ta tôùi Thöông hieäu
NHÖNG
Löïa choïn ñöôïc caùch tieáp caän “Ñaùnh Truùng Huyeät”
môùi laø vaán ñeà.
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Integration vs. The Holistic Approach
Integration
Khi ngöôøi ta thaáy saûn
phaåm truyeàn thoâng, thì
coù veû nhö chuùng ñeán töø
cuøng moät Thöông hieäu
Ñôn thuaàn gia taêng “söùc
naëng” cuûa hình aûnh
thöông hieäu coù ñöôïc treân
thò tröôøng.
The Holistic Approach
Truyeàn thoâng tôùi ñuùng
nhöõng ñieåm chí maïng vôùi
ngöôøi tieâu duøng trong töøng
quaù trình caân nhaéc, mua,
söû duïng, vaø gaén boù vôùi
thöông hieäu.
Toái öu hoùa hieäu quaû cuûa
hình aûnh thöông hieäu
baèng caùch laøm cho ngöôøi
tieâu duøng CAÛM THAÁY raèng
ñaây laø thöông hieäu cuûa hoï.
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Ba böôùc Holistic
Keát noái
Thöông hieäu
Hieäu quaû
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The Holistic Thöông hieäu
Caùc vaán ñeà chính…
„ Muïc ñích?
„ Ñaâu laø Giaù trò Coát loõi cuûa Thöông hieäu ‟ Caùi “THAÀN”?
„ Xaùc ñònh - taàm nhìn laâu daøi cuûa Thöông hieäu ‟ seõ ñöôïc theå hieän
qua taát caû caùc keânh truyeàn thoâng?
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Muïc ñích?
1. VEÀ LÖÔÏNG: Giôùi thieäu hình aûnh HOAØN TOAØN MÔÙI cuûa [IN]
ñaûm baûo möùc ñoä xuaát hieän (visibility) lôùn nhaát ôû möùc coù theå
Logo, nhaän dieän thöông hieäu;
Thoâng ñieäp cuûa thöông hieäu;
2. VEÀ CHAÁT: Ñaûm baûo caùch theå hieän cuûa hình aûnh nhaän dieän
vaø thoâng ñieäp [IN] roõ raøng, thoáng nhaát vaø phuø hôïp theo
töøng möùc ñoä khaùc nhau
Phuø hôïp vôùi ñaëc thuø cuûa phöông tieän truyeàn thoâng
Xuaát hieän ñuùng luùc, ñuùng choã nhaát
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Caùc hoaït ñoäng cuûa La Holistic DifferenceBRAND FOUNDATIONall marketing inputs that provide the basic perception of the brand and its attributes / values
Temple
(Saûn phaåm)
Lôøi höùa cuûa thöông hieäu “Be IN!!!”
BRAND ROOFThis is the positioning of the brand in the hearts and mind of the consumer. It is what the brand stands for.
BRAND PILLARS The individual strategic business units (SKU’s) that contribute to the brands sales and business growth.
Internet
Customer Service
Mobile Laptops Network Portable
[IN] [IN] [IN] [IN]
[IN]
[IN]
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Temple
(Truyeàn thoâng)
[IN]
BRAND FOUNDATIONThe creative tone, direction and execution
BRAND CORE EQUITYThis is the positioningof the brand in the hearts and mind of the consumer. It is what the brand stands for.
BRAND PILLARSThe legs thatcommunication should stand on to build the core equity
Caùc hoaït ñoäng cuûa La Holistic Difference
Lôøi höùa cuûa thöông hieäu “Be IN!!!”
BTL
ATL
Caûm tính:
Luoân môùi laï
Hieän ñaïi
Quoác teá
Treû trung
Saùng taïo
[IN]
[IN]
Lyù tính:
Saûn phaåm toát
Dòch vuï toát
Khuyeán maõi hay
Giaù hôøi
Luoân phaùt trieån
[IN]
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Moâ taû
ñaëc ñieåmLôïi ích
Nhaân caùch
Giaù trò
Giaù Trò
Coát loõi
Ñaùp öùng moïi
nhu caàu cuûa
bạnNhiều lựa chọn
Thuận tiện , thoaûi maùi, yeân taâm
Thoâng tin, giaûi trí ngay khi mua saém
One-stop shopping for all
Mobile needs
Cool expert
Trẻ trung . Đam mê / Tự tin
Sáng tạo / Thách thức
Lôi cuốn / Hấp
dẫn/Hieän ñaïi /
Tinh
Hot
Thân thiện,
teáu
Vui
Hieäu quaû
Chính hãng
Chuỗi Cửa
hàng Thiết bị
Di động
ĐTDĐ
Laptop
SIM, số, thẻ DĐ
Bảo hành
Tư vấn / Chăm sóc / Hỗ trợ
Khuyến mãi Price Deals
Hiện tại
Chung niềm đam mê
Thành công
Luôn mới, luôn cập nhật
Cho bạn cảm thấy
luôn kết nối
Khám phá
Freedom
StyleSướng
Hottest
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Nhieäm vuï
Taïo neân ñöôïc caùch tieáp caän “Holistic” ñeå theå hieän roõ
raøng Giaù trò Coát loõi cuûa thöông hieäu ñoái vôùi cuoäc
soáng cuûa Ngöôøi Tieâu duøng.
Cho neân:
Mang hình aûnh vaøo cuoäc soáng nhö theá naøo? Ñeå
laøm ñöôïc vieäc naøy, ta phaûi xaây döïng ñöôïc Cô sôû Saùng
taïo thaät ñôn giaûn vaø roõ raøng döïa treân Giaù trò Coát loõi.
[IN]
[IN]
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Giôùi thieäu TABS Matrix cuûa Publicis…
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The TABS Matrix
Territory
Taát caû nhöõng gì môùi nhaát, hieän ñaïi
nhaát, ñuùng ñieäu nhaát, saùng taïo
nhaát.
Base Delivery
Chuoãi cöûa haøng thieát bò di ñoäng
toaøn quoác cuûa FPT
Satisfaction
Luoân tìm thaáy ñöôïc taát caû nhöõng gì
HOT nhaát veà coâng ngheä cao
Association
Môùi laï / Khaùm phaù / Haáp daãn
Hieäu quaû / Hieän ñaïi / Taän taâm
You’re Always IN
Cô sôû saùng taïo cho thoâng ñieäp truyeàn thoâng cuûa thöông hieäu
Core competence:
How does the product work?
In essence, what does it do?
Product performance
What does it excel at?
How is it unique?
What emotional/cultural values
are associated with the brand?
What does the brand stand for?
What does it „own‟?
The Vision behind the Brand: What does the Brand stand for?
[IN]
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YÙ töôûng saùng taïo seõ khoâng coù hieäu quaû neáu khoâng
ñöôïc ñöa vaøo cuoäc soáng moät caùch thaät hôïp lyù.
Caàn hieåu ñöôïc thaáu ñaùo Haønh trình cuûa Ngöôøi Tieâu
duøng vaø Tieáp caän hoï ôû ñuùng luùc, ñuùng choã nhaát.
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The Holistic
Caùc vaán ñeà chính…
„ Haønh trình cuûa Ngöôøi Tieâu duøng:
„ Moät ngaøy trong ñôøi cuûa hoï?
„ Ñaâu laø ñieåm keát noái truyeàn thoâng vôùi hoï?
„ Khi naøo thì hoï deã nghe / hieåu / thaám thoâng ñieäp cuûa ta nhaát?
„ Ta tieáp caän hoï taïi caùc ñieåm keát noái nhö theá naøo?
Keát noái
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Ñi / Gaàn
Ñi / Xa
ÔÛ / VeàDöøng / Ñôïi
Beänh vieän Tröôøng hoïc
Cô quan / Coâng sôû
Game / Chat / CafeNet
Traïm ÑTCC
Beán xe / nhaø chôø xe buyùt
Cöûa haøng ÑTDÑ
Trong taxi
Sieâu thò Ñieän töû
TV Theå thao
TV Thôøi söï / Thôøi tieát
TV Ca nhaïc / Giaûi trí
Baùo & taïp chí / Q.caùo
Baùo & taïp chí / baøi vieát
Ñieän thoaïi DÑ
InternetChat
Ñoà ñaïc / Trang phuïc
Chôi
Ngoaøi ñöôøng
Xe maùy
Traïm xaêng
Röûa xeGöûi xe
Xe buyùtCaét toùc Sieâu thò / Chôï
Quaùn nöôùc Quaùn caø pheâ Saïp baùo
Cöûa haøng
Maët tieàn OÂtoâ / Taxi
Quaùn aên
Nhaø ga / taøu hoûa
Saân bay
Nhaø Vaên Hoaù
Ñieåm Du lòch
Quoác loäBieån baùo ñòa phöông
Xe khaùch
Radio
Chuïp aûnh / Quay phim
Ñieåm keát noái
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Pre-Launch
You will have to be [IN] to know…
Gaây ra ñöôïc söï toø moø cuûa ngöôøi tieâu duøng treû, veà
moät “coäng ñoàng” môùi naøo ñoù saép xuaát hieän, khieán
hoï phaàn naøo mong muoán trôû thaønh moät thaønh vieân
cuûa “coäng ñoàng” aáy…
Ñaït ñoä chuù yù cao nhaát coù theå, chí ít laø veà
location cuûa caùc cöûa haøng khai tröông ñôït ñaàu tieân.
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Location BTLATL
You will have to be [IN] to know…
TV Teaser
Pop-up Teaser
Print Teaser
Construction Wrap
Signage Near Store Insertion Teaser
Mysterious Device
Pre-Launch
On different media 2 weeks before official launch date
Internet Teaser
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Launch
You’re always [IN]
Caáp taäp, raàm roä, ñaït ñoä phuû treân dieän roäng ‟ Ñaûm
baûo Ngöôøi Tieâu duøng baét gaëp ít nhaát laø device [IN]
treân töøng böôùc ñi, ôû khaép moïi nôi.
Ñaït Ñoä Nhaän bieát cao nhaát coù theå.
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Location BTLATL
You are always [IN]
Thematic TVC
Pop-up Programs
Print Programs
Unwrapping at one hour
Opening Event Transit
Streets
Launch
On Launch Date & 01 Month After Launch
Print Thematic
Web Launch
First-Month Events
Shop Displays
Shops
Others
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Giai ñoaïn 2
Vaãn tieáp tuïc giöõ möùc ñoä xuaát hieän nhö giai ñoaïn 1
- Theâm caùc hoaït ñoäng chuù troïng tôùi thoâng ñieäp ñaït
tôùi chieàu saâu hôn.
Xaây döïng quan heä gaén boù hôn vôùi thöông hieäu.
You are always [IN]
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Location BTLATL
You are always [IN]
Thematic TVC
Pop-up Programs
Print Programs
VMD Systems
Retailtainment
Launch
02 Months from Launch
Web Programs
Shopper Marketing
Shop Displays
Shops
Others
Community Web Launch
Transit
Insertions
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Hieäu quaûThe Holistic
Caùc tieâu chí chuû yeáu…
„ Ñieåm Keát noái / Ñaùnh giaù / Hoaït ñoäng:
„ Hoaït ñoäng truyeàn thoâng taïi ñieåm keát noái coù phuø hôïp vôùi yù töôûng khoâng?
„ Ngoân ngöõ / noäi dung / yù nghóa?
„ Hình aûnh?
„ Coù tính xuyeân suoát vôùi yù nghóa thöông hieäu khoâng?
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An Example of a Holistic Approach…
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„The Halida TABS Matrix
TerritoryEvery moments of life that is worth to celebrate.
Base DeliveryA local beer brewed with international technology from Carlsberg, offering a smooth & crispy taste that everyone can enjoy.
SatisfactionAppealing of a fun cool guy (among drink mates) who has
always been inside you.
To celebrate moments of life with fun cool excuses
AssociationSociability / Celebration
ModernityFun / Enjoyment
Take-It-Easy Attitude
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Outlets• Motorcycle
• Mobile Phone
• Electronics
• Furniture
• House ware
• Real Estates
• …
Got any solutions to “wash” the new bike?Worth to celebrate. Why not?
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Bikewash
Bike wash here. “Wash” the newly washed bike at Halida.
Worth to celebrate. Why not?
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Worth to celebrate. Why not?
Petrol
Station
The vehicle’s thirst quenched. How about yours?
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Worth to celebrate. Why not?
Gotta go where you want to go.Billboard
No Sunburnt. No Rain.Bus / Taxi
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Worth to celebrate. Why not?A cutie approaches you with a smile…
For a beauty just passing by…Free Halida tomorrow…Pls put the glass where it is to be…
Promotion Girl
Coasters
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Worth to celebrate. Why not?
TET Plan:Step 1: Li` xi`.Step 2: Drink to celebrate.Step 3: Repeat Step 1, 2.
A grandeur TET Plan.Worth to celebrate. Why not?
Red Envelope
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Worth to celebrate. Why not?
That’s handsome.
Know more new things everyday.
Barber’s Mirror
News Stall
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Worth to celebrate. Why not?
TV pop-ups
Hot action / Achievement / Gotcha
• Game show “Wheel of fortune”
• Sports 360o
• Sports 24/7
• Game show “Who’s millionaire”?
• Movies / dramas
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And more… and more… and more…Worth to celebrate. Why not?
Door-Open Sticker:A Hard Day Just Passed.
ATM:Still some amount in your account.Elevator:Up. Down. But you gotta be where you want to be.
Bus Shelter:Still something to be waiting for.
Menu:Order succeeded.
PG Activities:Quiz; Mini Billiards; Lucky Draws…
Light Box:Bottle is Bottomed.
Karaoke Screen:You got 40 points.You got 100 points.
Screen Saver (turn off):It’s time.
Key hanger / compass:The Sun still rises this direction.Oh! Here comes the North.
Lighter:Still has some gas.Time for a new lighter.
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An Example of a real case study
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2007 ‟ A brand new skyline
The launch of
THE SAIL @ Marina BayFor City Developments Ltd (CDL)
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The brief
A truly world-class residential property
„ 70 storeys, 1,111 units - among the 10 tallest in the
world
„ Designed by one of the world’s top 5 architects
„ Situated in the heart of Singapore’s future waterside
city centre (Downtown @ Marina Bay)
„ Its outstanding design ( and location) will alter the
skyline of Singapore
Its iconic nature must make CDL pre-eminent ‟ in the
region as well as in Singapore
The agency’s launch work must exceed the brilliance of
the property!
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Conventions of property marketing in Singapore
Sell on hard
attributes ‟ price,
amenities, land
tenure
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Convention of property marketing in Singapore
Cliche lifestyle images ‟ happy faces, fashionable
couples, families of four, etc
Launch starts with placement of large print ads
and TV commercials
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Our positioning set a new standard
TerritoryThe place to HAVE and to BE in the New Asia (Singapore)
Base Delivery70-storey residences and shops by Singapore’s new downtown waterfront centre, the heart of Hub of Asia, offering a 24x7 lifestyle
SatisfactionLandmark location, scale &
architecture
6-star inner city living combining
work and leisure
Integration with “emerald necklace”
Fantastic views – in the building that
makes many postcard out of date!
Huge investment value
A LANDMARK of new city living in new Asia
Association
International stature
High aesthetic quality
Outstandingly aspirational
Totally new lifestyle level
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Our various target audiences
Potential buyers (local & regional)
• High net worth individual/ business leaders
• Top “DINK” professionals
• SOHO
• Locals & expats
Key opinion leaders in business, culture, F&B, tourism
and entertainment
Media – local and regional journalists
Government agencies – STB, URA
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The making of the sales gallery
September to October 2004
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Proposed Area for
sales gallery
The Old Custom
House
(Right by the
Singapore River and
stone throw away from
actual site)
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Publicis team collaborated closely with the
client‟s architect and interior designer…
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Art Gallery and
reception
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Art Gallery and reception
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Banker’s Room
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Banker’s Room
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Marketer’s Room
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Marketer’s Room
- Tri-vision Panel
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Scale Model Area/
Extendable Pole Displays
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Bedroom Wall Posters
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Options, Site Plans &
Facilities Wall Posters
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Options, Site Plans &
Facilities Wall Posters
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Viewing Deck Wall Posters
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Tower Poster
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Bunters
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Entrance
Billboard
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OUH Banner
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Directional
Signages
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Project Signboard
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Day Night
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The name unveiling
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The Ground Cover
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“Soft” Launch
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Venue ‟ Merlion Park
A landmark of Singapore
Waterfront ambience
Overlook THE SAIL
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Launch of the Landmark – Private event with
public audience
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Attended by over 300 guests and Media Reps
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Full throttle start to the launch…
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Pyrotechnics effects followed by a water screen and laser
display
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Video featuring the architecture and character of Marina
Boulevard was projected onto the water screen
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Pyrotechnics and Fireworks
Display
Finale - Spectacular 3 minute
fireworks display orchestrated with
music
Pyrotechnics were activated opposite the event
area- 1.2 km leading to the actual SAIL site
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Reception
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Entertainment
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Official Launch
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Ad Break ‟Mid November 2004
TV and print campaign supported by special publicity via
commercial flash
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The follow-up campaign
Late November 2004
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Outdoor – Day shots
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Outdoor – Night shots
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In summary, a truly holistic campaign
Sales Gallery message
management & display
PR Planning
Collaterals
Outdoor ambient
media
Radio
TV
Advertorial
Oversea road show
signages
Print Campaign
(Press & Magazines)
Soft launch event
Facilities perspectives
Commercial flash
Logo flash animation
Event water screen
video presentation
Animation flythrough
Outdoor advertising
Overseas launch ads
Marketing video
Directional signages
Site hoarding &
ground cover
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The Results
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The Results
(Phase 1 launch ‟ 550 units)
Night of the soft launch ‟ 15 units sold
Week 1 - >100 units sold
Week 3 ‟ 350 units (63%) sold
Week 9 ‟ 470 units (85%) sold
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The Results
Revenue gain on THE SAIL
2004 (Actual)
Publicis Singapore ‟ S$1.25Mil
(>10% of total agency revenue)
Publicis Dialog Singapore ‟ S$98K
2005 (Projected)
Publicis Singapore ‟ at least S$500K
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PR Coverage for Publicis
Marketing Magazine – Dec 2004
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PR Coverage for Publicis
Singapore Business Review – Dec 2004
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Xin caûm ôn!