Bright Eyes Club 2000
&
Agenda
Confidential
Prepared by OgilvyInteractive Date Nov. 18, 1999
Bright Eyes Club 2000
This is just a standard headline. Surely you will find a more specific
and intruiging one when you present.
&
Agenda
Confidential
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
2000 DM Program Prospect Cooperation with Myweb
&
Agenda
Confidential
Bausch & Lomb’s business faces a variety of challenges in the
current market.
Pressure For Change
Progress of Category
is limited
Price War
Channel’s Kickback
Consumer’s Betrayal
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Agenda
Confidential
The key issue is that currently end-users and channels are both
“strangers” to us.
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
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Agenda
Confidential
Channel status —— owners
Rational
Gaining profit from kickback is easy; Favor the brands that bring the highest profits; Limited knowledge in marketing and management
Emotional
Business is more or less private enterprise Business is operated with few supports Manufacturers are seen as “renters” who do not help in the actual
sale of products
Implication
Care about profit, need support
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Agenda
Confidential
Channel status —— sellers
Rational
Choose the most profitable product to sell, even though it may not
satisfy customers.
Limited knowledge of professional market Limited understanding of their customers
Emotional
Life is invariable, two points and one line Working is pressure and boring
Being small potato, there is no chance for great achievement.
Customers are nearly trouble
Implication
Care about profit,need to express individual value.
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Agenda
Confidential
Channel status —— fitters
Rational
Choose the most profitable product to sell, although it makes
customers’ not that satisfied
Professional background but have fallen behind No expertise on different manufactories’ products.
Emotional
As the professional in this locale,they are lonely and have no
stimulating and interactive
Work is pressure and boring
no respect and achievements
Customers are nearly trouble
Feel like being left behind
Implication
(Retired)Professionals needs professional/academic learning Experienced Amateurs needs communication,learn with fun
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Agenda
Confidential
End-user status —— category benefits
Functional
convenient
comfortable
beautiful
Insight
feelings of normally and privacy;
light-hearted and free;
ride fashion trends and build personal image.
Implication
refine the relationship
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Agenda
Confidential
End-user status —— usage and attitude
Rational
main brand homogeny;
having economic pressure, currently very expensive. price and virtual offers are the main factor in choosing products shortcomings (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 lenses are high technology
goods
Emotional
no personal care
no relevant products and service
Implication
need individual service
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Agenda
Confidential
End-users’ status —— lifestyle
In China’s huge population, there is little room for the
consideration of individuals, Chinese deeply desire individually understanding and care.
Relationships 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.
Implication
take care of the lives of individuals.
&
Agenda
Confidential
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
&
Agenda
Confidential
Our strategy
End-user
Channel
B & L
More Information, Care & Saving More Profit
More Information, Support & Business
Build On-line Club More CFE
More Benefit
More Purchase
Higher Loyalty
More Sales
Higher Loyalty
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Agenda
Confidential
Our strategy
Core:
Integrated online relationship marketing to improve TCS ( Total
Customer Satisfaction ) and building favorable channel.
Objective:
Retain customer / partner relationship and build up brand loyalty.
Method
On-line “Eyescare” club
Database Marketing
Off-line ( Direct Mailing , Binder Mailing )
On-line ( I-bridger , E-mail )
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Agenda
Confidential
Developing Rational and Emotional Bonds
+
Emotional
+
-
Strangers
Partners
Understand and personalize.
Recognition
Gratitude
Service Benefits
Involvement
More purchases, more offers.
Economic benefits
Additional offers
Fact-based information
Behavioral
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Agenda
Confidential
Offering Principle Cost of Offers Profits gained Value
Time
Customers’ Loyalty
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Agenda
Confidential
Offer --Channel
Rational
Off-line
Points = Money Increase users (greater business)
Events (training,etc.)
Faster delivery
On-line.
Email account Information
Order products Newsletter
Internet Experience Free time (Internet Access)
Emotional
Off-line
Events(Travel) Raise awareness On-line
Personal Pages Professional Tips
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Agenda
Confidential
Offer -- End-user
Rational
Off-line
points = money
Products(upgrade, cross)
On-line
Space(mail)
Information
Newsletter
Eyes care tips
Internet Experience Free time
Emotional
Off-line
Gifts
Events
On-line
Personal Pages Make friends(BBS)
&
Agenda
Confidential
Implementation process to channels
Choosing key channels
Creative WebTV Station
Set up TV with Myweb
Training for owners, sellers and fitters
Merchandising
Announce to dealers and training Taking the salute from
increasing customers and
relevant persons registering Points Program
Store points from purchase (every
relevant person have benefits)
converting points into products
Gifts and premium give-aways
Personalized service
Personal Newsletter
Personal experiences publish
FAQ
Community interaction
Workshops and seminars
Accept new
volunteer channels
Analyze project
representation
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Agenda
Confidential
Working process to end-users Analyze Existing Database Off-line project announcement Returned Mail
Assign relevant channels Home Register
Channel Register
No
Response
Points Program
Store points from purchase (every
relevant person have benefits)
Changing points into products
Gifts and premium give-aways
Personalized service
Personal “EyesCare” institute
Personal Newsletter
Personal experiences publish
FAQ
Community
Referring New Users
Enlarging Database
Promotion
in Key Cities
&
Agenda
Confidential
Contents
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
&
Agenda
Confidential
Phase 1 - setup off-line club
Build Key Channels
Binder Mailing for fitter
Offline Reminder for end-user
Setup off-line database system
See Appendix One
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Agenda
Confidential
Phase 2 - setup off-line club
Setup on-line database system
Setup club web site
Club Promotion
See Appendix Two
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Agenda
Confidential
Contents
Business Imperatives and Opportunities
Description of Project Function 2000 DM Program 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
&
Agenda
Confidential
2000 DM Program Prospects
Spring
Summer
Autumn
Winter
Training Session (Seminars and Workshops) Travel or beauty pouch /sac Campaign With Seasonal Special Products Sell Dating Within Your Summer Vacation Swimming goggles Campaign
With Seasonal Special Products Sell New Products for New Beginning Specially for freshmen
National’s Day Travel Event
Eyes Care Institute Seminar or Workshop Wind-proof (Glass) Campaign
With Seasonal Special Products Sell Christmas and New Year Gifts Supply See Appendix Three
&
Agenda
Confidential
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 DM Program Prospect
&
Agenda
Confidential
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. //eyes.myweb4>>/)
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Agenda
Confidential
Contents
Team Profile
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
&
Agenda
Confidential
Our Team
Members
O&M
Account 3
Creative 5
Web design 3
Technology 4
B&L
Market 3
( Ms.Liying, One is for production, another is for Channel )
Technology 1
Function
O&M‘s team dedicate to this project;
B&L hepl O&M understand their business;
Both setup the rule of “EyesCare” Club
&
Agenda
Confidential
Contents
Work 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
&
Agenda
Confidential
Work Schedule
B&L
O&M
Myweb
Time
Build
Key
Channels
Setup
off-line
Database
System
Setup
Web TV
in Channel
and
Training
Setup
Web
Site
Offline
DM
Club Opening
Binder
Mailing
Setup
On-line
database
system
Club
promotion
Phase 1
Phase 2
&
Agenda
Confidential
Contents
Work Schedule Budget
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
&
Agenda
Confidential
Phase one Budget
Project Management RMB 300K
Setup Database
Install I-bridge RMB 300K Analyze Exist DB users RMB 200K Setup Channel DB RMB 100K Database Management RMB 200K
First Off-line DM Campaign RMB 600K
Binder Mailing RMB 1290K
( See Appendix four )
Total RMB 2990K
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Agenda
Confidential
Phase two Budget
Project Management RMB 200K
Setup web site
Strategy and Concept RMB 200K Creative design RMB 600K Tech design RMB 400K
Promotion RMB 600K
Total RMB 2000K
WebTV RMB 1200K
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Agenda
Confidential
Build Key Channels
Appendix One
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Agenda
Confidential
Build Key Channels ---- WebTV set up
Hardware Setup
TV + Web Box + Telephone Line
Software Setup
Choose Key B&L Seller in Key Channel
Uniform of Key B&L Sellers
Merchandising
Whole Web
Posters
Leaflets
Training
Set up (1day)
On line Q&A
Support Sales
Appendix One
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Agenda
Confidential
Offline Reminder
Appendix One
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Agenda
Confidential
Set up on-line club ---- Overview
Products Info
Campaign
“Eyes Care” Institute
Self-Interested Area
Campaign Report
Community
Myweb: EyesCare Club Appendix Two
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Agenda
Confidential
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
points for every purchase
and exchange
Campaign
Explanation
Point Storing Demo
Point Equivalence
Offer Exchange Order System
Appendix Two
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Agenda
Confidential
Set up on-line club
Contents
Entitled
Explanation Channel
Suitable Products for right target
New R&D Result Channel
Strategy for Each Product Channel
Personal Product Advice End-user
User Manual End-user
Products Info
Regular
Combination
New
Appendix Two
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Agenda
Confidential
Set up on-line club
Contents Entitled
Special News Channel
Talking to colleagues Channel
Asking Specialists Channel
Personal Product Usage Tips End-user
Eye Problem Advisor End-user
“EyesCare” Institute
Contact using tips
“EyesCare” advisor
Personal ophthalmic doctor
Appendix Two
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Agenda
Confidential
Set up on-line club
Contents Entitled
Interest Ranking Channel & End-user
Personal Interested Information Channel & End-user
Storage (Auto)
Self-Interested Area
Suggestion of Information Fields and Links (fashion, sports, dressing,travel)
Newsletter
Link to personal mail box
Appendix Two
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Agenda
Confidential
Set up on-line club
Contents Entitled
BBS: 6><#00aa00'>View and Publish Channel & End-user
Sales Superstar Experience Channel
Personal Experience <#00aa00'>view Channel
& End-user
and send story
Community
BBS Topics: Lens, Eyes’ problem, Fashion, Sports, Travel
Publisher Superstar Experience
Appendix Two
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Agenda
Confidential
Set up on-line club
Contents
Entitled
Only <#00aa00'>view local report
Channel
Campaign Report
Monthly Performance
Analyze of Customer
Appendix Two
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Agenda
Confidential
Club Promotion
Objective —— Enlarge our database
Methodology (Supply visitors’ entitled)
On-line Promotion (media strategy needed)
choose hot browser and relevant sites
introduction or link in browser and relevant sites
Off-line Promotion
choose special channel (schools and collages)
Events bonding with Eyes Care Institute
Events bonding with on-line club
Appendix Two
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Agenda
Confidential
Events in First Quarter (Mar. Apr. May)
---- Channel
On-line Leading Up Answer
Objective ---- Speed up key sellers operating skill Targets ---- Key sellers
Method ---- On-line Q&A, adding points when answer is correct.
Time ---- 1st month after Web TVs set up
Happy 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 members
Each store receives 3 invitations
A trip to the suburb for 2 days,
Special program training (Sections for channel only)
Time ---- April’s last weekend
Appendix Three
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Agenda
Confidential
Events in First Quarter (Mar. Apr. May)
---- End-user
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 printed 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
Appendix Three
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Agenda
Confidential
Events in Second Quarter (Jun. Jul. Aug.)
---- Channel
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
Appendix Three
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Agenda
Confidential
Events in Second Quarter (Jun. Jul. Aug.)
---- End-user
暑期网上游戏大比拼
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
&
Agenda
Confidential
Events in Third 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Channel Method ---- 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
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Agenda
Confidential
Events in Fourth Quarter (Nov. Dec.Jan)
---- End-user
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
Appendix Three
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Agenda
Confidential
Events in Fourth Quarter (Nov. Dec.Jan)
---- End-user
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,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
Appendix Three
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Agenda
Confidential
Binder Mailing Working Schedule
A survey with call-to-action
Prepare the questionnaire 1 week Send and receive the answer 2 weeks
Data analysis
Analysis the answer 1 week
Binder mailing
Creative finished 3 weeks Print 1 week
Binder production 4 weeks Mailing 1 week
Total 9 weeks
Appendix Four
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Agenda
Confidential
Binder Mailing Budget
Agency Fee
Project Management RMB 200K Data Analysis RMB 100K
Creative Strategy & Concept RMB 70K Art Director RMB 80K
Text content editing RMB 100K
Finish Art Work RMB 100K
Third-Party Fee ( 20 pages -- 4000 copies )
Print RMB 120K
Binder Production RMB 320K
Binder Mailing RMB 200K
Remark : This is not accurate amount.
Total RMB 1290K
Appendix Four
This is just a standard headline. Surely you will find a more specific
and intruiging one when you present.
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