ISC Marketing - Example of Holistic Marketing Strategy

  • 861 views
Uploaded on

ISC Marketing - Example of Holistic Marketing Strategy for a hi-tech brand

ISC Marketing - Example of Holistic Marketing Strategy for a hi-tech brand

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to like this
No Downloads

Views

Total Views
861
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
16
Comments
1
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Holistic Marketing Strategy 2008CONFIDENTIAL All Rights Reserved
  • 2. Chiến lược Bằng chứng Cạnh Đối Huyệt Mong LợI Giá tranh tượng Tâm lý muốn ích O.W.E Hottest trị Tính cáchRetail / Shoppers BE IN! New The FPT The NewStand 26-35 ME! Shopping Cool Is Hi-Tech Out 18-25 NOW! Experience Community Trustmark Lifestyle Cool ExpertCONFIDENTIAL All Rights Reserved
  • 3. [IN]CONFIDENTIAL All Rights Reserved
  • 4. Chuùng ta muoán [IN] trôû thaønh LoveMarkCONFIDENTIAL All Rights Reserved
  • 5. 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.CONFIDENTIAL All Rights Reserved
  • 6. 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.CONFIDENTIAL All Rights Reserved
  • 7. Integration vs. The Holistic Approach Integration The Holistic Approach Khi ngöôøi ta thaáy saûn Truyeàn thoâng tôùi ñuùng phaåm truyeàn thoâng, thì nhöõng ñieåm chí maïng vôùi coù veû nhö chuùng ñeán töø ngöôøi tieâu duøng trong töøng cuøng moät Thöông hieäu quaù trình caân nhaéc, mua, söû duïng, vaø gaén boù vôùi thöông hieäu. Ñôn thuaàn gia taêng “söùc naëng” cuûa hình aûnh thöông hieäu coù ñöôïc treân Toái öu hoùa hieäu quaû cuûa thò tröôøng. hình aûnh thöông hieäu baèng caùch laøm cho ngöôøi tieâu duøng CAÛM THAÁY raèng ñaây laø thöông hieäu cuûa hoï.CONFIDENTIAL All Rights Reserved
  • 8. Ba böôùc Holistic Thöông hieäu Hieäu quaû Keát noáiCONFIDENTIAL All Rights Reserved
  • 9. 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? CONFIDENTIAL All Rights Reserved
  • 10. 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 nhaátCONFIDENTIAL All Rights Reserved
  • 11. [IN]Temple(Saûn phaåm) [IN] BRAND ROOF This is the positioning of the brand in the hearts and mind of Lôøi höùa cuûa thöông hieäu “Be IN!!!” the consumer. It is what the brand stands for. Customer Service [IN] [IN] [IN] [IN] BRAND PILLARS The individual strategic business Mobile Laptops Network Portable units (SKU’s) that contribute to the brands sales and business growth. Internet BRAND Caùc hoaït ñoäng cuûa La Holistic Difference FOUNDATION all marketing inputs that provide the basic perception of the brand and its attributes / valuesCONFIDENTIAL All Rights Reserved
  • 12. [IN]Temple(Truyeàn thoâng) [IN] BRAND CORE EQUITY This is the positioning of the brand in the Lôøi höùa cuûa thöông hieäu “Be IN!!!” hearts and mind of the consumer. It is what the brand stands ATL for. [IN] [IN] Caûm tính: Lyù tính: Luoân môùi laï Saûn phaåm toát BRAND PILLARS Hieän ñaïi Dòch vuï toát The legs that communication should Quoác teá Khuyeán maõi hay stand on to build the core equity Treû trung Giaù hôøi Saùng taïo Luoân phaùt trieån BTL BRAND Caùc hoaït ñoäng cuûa La Holistic Difference FOUNDATION The creative tone, direction and executionCONFIDENTIAL All Rights Reserved
  • 13. Giaù trò Khám phá Freedom Nhaân caùch Thành công Cool expert Style Hieäu quaû Hiện tại Sướng Luôn mới, luôn cập nhật Trẻ trung . Đam mê / Tự tin Chung niềm đam mê Sáng tạo / Thách thức Cho bạn cảm thấy Lôi cuốn / Hấp dẫn/Hieän ñaïi / Hot luôn kết nối Giaù Trò Tinh Thân thiện, teáu Coát loõi VuiMoâ taû Hottest Lôïi íchñaëc ñieåm Ñaùp öùng moïiChuỗi Cửa nhu caàu cuûahàng Thiết bị bạn Nhiều lựa chọnDi độngĐTDĐ Thuận tiện , thoaûi maùi, yeân taâmLaptop Chính hãng Thoâng tin, giaûi trí ngay khi mua saémSIM, số, thẻ DĐ One-stop shopping for allBảo hành Mobile needsTư vấn / Chăm sóc / Hỗ trợKhuyến mãi Price Deals CONFIDENTIAL All Rights Reserved
  • 14. Nhieäm vuï Taïo neân ñöôïc caùch tieáp caän “Holistic” ñeå theå hieän roõ raøng Giaù trò Coát loõi cuûa thöông hieäu [IN] ñoái vôùi cuoäc soáng cuûa Ngöôøi Tieâu duøng.Cho neân:  Mang hình aûnh [IN] 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.CONFIDENTIAL All Rights Reserved
  • 15. Giôùi thieäu TABS Matrix cuûa Publicis…CONFIDENTIAL All Rights Reserved
  • 16. [IN] The TABS Matrix Cô sôû saùng taïo cho thoâng ñieäp truyeàn thoâng cuûa thöông hieäu What does the brand stand for? What emotional/cultural values What does it „own‟? are associated with the brand? Territory Association Taát caû nhöõng gì môùi nhaát, hieän ñaïi Môùi laï / Khaùm phaù / Haáp daãn nhaát, ñuùng ñieäu nhaát, saùng taïo Hieäu quaû / Hieän ñaïi / Taän taâm nhaát. You’re Always IN The Vision behind the Brand: What does the Brand stand for? Base Delivery Satisfaction Chuoãi cöûa haøng thieát bò di ñoäng Luoân tìm thaáy ñöôïc taát caû nhöõng gì toaøn quoác cuûa FPT HOT nhaát veà coâng ngheä cao Core competence: Product performance How does the product work? What does it excel at? In essence, what does it do? How is it unique?CONFIDENTIAL All Rights Reserved
  • 17. YÙ töôûng saùng taïo seõ khoâng coù hieäu quaû neáu khoângñöôïc ñöa vaøo cuoäc soáng moät caùch thaät hôïp lyù.Caàn hieåu ñöôïc thaáu ñaùo Haønh trình cuûa Ngöôøi Tieâuduøng vaø Tieáp caän hoï ôû ñuùng luùc, ñuùng choã nhaát.CONFIDENTIAL All Rights Reserved
  • 18. The Holistic Keát noái 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?CONFIDENTIAL All Rights Reserved
  • 19. Ñieåm keát noái Maët tieàn OÂtoâ / Taxi Traïm xaêng Xe buyùt Caét toùc Sieâu thò / Chôï Göûi xe Röûa xe Quaùn nöôùc Xe maùy Quaùn caø pheâ Saïp baùoÑieän thoaïi DÑ Ngoaøi ñöôøng Cöûa haøng Quaùn aên TV Theå thao Ñi / Gaàn Beänh vieän Tröôøng hoïc TV Thôøi söï / Thôøi tieát Cô quan / Coâng sôû TV Ca nhaïc / Giaûi trí Game / Chat / CafeNet Baùo & taïp chí / Q.caùo ÔÛ / Veà Döøng / Ñôïi Beán xe / nhaø chôø xe buyùt Baùo & taïp chí / baøi vieát Cöûa haøng ÑTDÑ Chat Internet Ñi / Xa Traïm ÑTCC Trong taxi Ñoà ñaïc / Trang phuïc Sieâu thò Ñieän töû Saân bay Chôi Radio Nhaø ga / taøu hoûa Bieån baùo ñòa phöông Quoác loä Nhaø Vaên Hoaù Chuïp aûnh / Quay phim Xe khaùch Ñieåm Du lòch CONFIDENTIAL All Rights Reserved
  • 20. Pre-Launch You will have to be [IN] to know… Gaây ra ñöôïc söï toø moø cuûa ngöôøi tieâu duøng treû, veàmoät “coäng ñoàng” môùi naøo ñoù saép xuaát hieän, khieánhoï phaàn naøo mong muoán trôû thaønh moät thaønh vieâncuûa “coäng ñoàng” aáy… Ñaït ñoä chuù yù cao nhaát coù theå, chí ít laø veàlocation cuûa caùc cöûa haøng khai tröông ñôït ñaàu tieân.CONFIDENTIAL All Rights Reserved
  • 21. Pre-Launch You will have to be [IN] to know…  ATL Location BTL TV Teaser Construction Wrap Mysterious Device Pop-up Teaser Signage Near Store Insertion Teaser Print Teaser Internet Teaser On different media 2 weeks before official launch dateCONFIDENTIAL All Rights Reserved
  • 22. Launch You’re always [IN]Caáp taäp, raàm roä, ñaït ñoä phuû treân dieän roäng ‟ Ñaûmbaûo 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.CONFIDENTIAL All Rights Reserved
  • 23. Launch You are always [IN] ATL Location BTL Thematic TVC Unwrapping at one hour Streets Pop-up Programs Opening Event Transit Print Programs First-Month Events Shops Print Thematic Shop Displays Others Web Launch On Launch Date & 01 Month After LaunchCONFIDENTIAL All Rights Reserved
  • 24. Giai ñoaïn 2 You are always [IN]Vaãn tieáp tuïc giöõ möùc ñoä xuaát hieän nhö giai ñoaïn 1- Theâm caùc hoaït ñoäng chuù troïng tôùi thoâng ñieäp ñaïttôùi chieàu saâu hôn. Xaây döïng quan heä gaén boù hôn vôùi thöông hieäu.CONFIDENTIAL All Rights Reserved
  • 25. Launch You are always [IN] ATL Location BTL Thematic TVC VMD Systems Shops Pop-up Programs Retailtainment Others Print Programs Shopper Marketing Transit Web Programs Shop Displays InsertionsCommunity Web Launch 02 Months from LaunchCONFIDENTIAL All Rights Reserved
  • 26. The Holistic Hieäu quaû 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?CONFIDENTIAL All Rights Reserved
  • 27. An Example of a Holistic Approach…CONFIDENTIAL All Rights Reserved
  • 28. „The Halida TABS Matrix Territory Association Every moments of life that is worth to celebrate. Sociability / Celebration Modernity Fun / Enjoyment Take-It-Easy Attitude To celebrate moments of life with fun cool excuses Base Delivery Satisfaction A local beer brewed with international technology from Appealing of a fun cool guy (among drink mates) who has Carlsberg, offering a smooth & crispy taste that everyone always been inside you. can enjoy.CONFIDENTIAL All Rights Reserved
  • 29. Got any solutions to “wash” the new bike? Worth to celebrate. Why not?Outlets• Motorcycle• Mobile Phone• Electronics• Furniture• House ware• Real Estates•…CONFIDENTIAL All Rights Reserved
  • 30. Bike wash here. “Wash” the newly washed bike at Halida. Worth to celebrate. Why not? Bikewash CONFIDENTIAL All Rights Reserved
  • 31. The vehicle’s thirst quenched. How about yours? Worth to celebrate. Why not?PetrolStation  CONFIDENTIAL All Rights Reserved
  • 32. Billboard  Gotta go where you want to go. Worth to celebrate. Why not? No Sunburnt. No Rain.Bus / Taxi CONFIDENTIAL All Rights Reserved
  • 33. Promotion Girl A cutie approaches you with a smile…Coasters Worth to celebrate. Why not?For a beauty just passing by…Free Halida tomorrow…Pls put the glass where it is to be… CONFIDENTIAL All Rights Reserved
  • 34. Red Envelope 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? CONFIDENTIAL All Rights Reserved
  • 35. Barber’s Mirror Worth to celebrate. Why not? That’s handsome.News StallKnow more new things everyday. CONFIDENTIAL All Rights Reserved
  • 36. Worth to celebrate. Why not? TV pop-upsHot action / Achievement / Gotcha• Game show “Wheel of fortune”• Sports 360o• Sports 24/7• Game show “Who’s millionaire”?• Movies / dramas CONFIDENTIAL All Rights Reserved
  • 37. And more… and more… and more… Worth to celebrate. Why not? Door-Open Sticker: Light Box: A Hard Day Just Passed. Bottle is Bottomed. ATM: Karaoke Screen: Still some amount in your account. You got 40 points. Elevator: You got 100 points. Up. Down. But you gotta be where you want to Screen Saver (turn off): be. It’s time. Bus Shelter: Key hanger / compass: Still something to be waiting for. The Sun still rises this direction. Menu: Oh! Here comes the North. Order succeeded. Lighter: PG Activities: Still has some gas. Quiz; Mini Billiards; Lucky Draws… Time for a new lighter.CONFIDENTIAL All Rights Reserved
  • 38. An Example of a real case studyCONFIDENTIAL All Rights Reserved
  • 39. 2007 ‟ A brand new skyline The launch of THE SAIL @ Marina Bay For City Developments Ltd (CDL)CONFIDENTIAL All Rights Reserved
  • 40. 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!CONFIDENTIAL All Rights Reserved
  • 41. Conventions of property marketing in Singapore Sell on hard attributes ‟ price, amenities, land tenureCONFIDENTIAL All Rights Reserved
  • 42. 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 commercialsCONFIDENTIAL All Rights Reserved
  • 43. Our positioning set a new standard Association Territory International stature The place to HAVE and to BE High aesthetic quality in the New Asia (Singapore) Outstandingly aspirational Totally new lifestyle level A LANDMARK of new city living in new Asia Satisfaction Base Delivery Landmark location, scale & 70-storey residences and architecture shops by Singapore’s new 6-star inner city living combining downtown waterfront centre, work and leisure Integration with “emerald necklace” the heart of Hub of Asia, Fantastic views – in the building that offering a 24x7 lifestyle makes many postcard out of date! Huge investment valueCONFIDENTIAL All Rights Reserved
  • 44. 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, URACONFIDENTIAL All Rights Reserved
  • 45. The making of the sales gallery September to October 2004CONFIDENTIAL All Rights Reserved
  • 46. Proposed Area forsales galleryThe Old CustomHouse(Right by theSingapore River andstone throw away fromactual site)CONFIDENTIAL All Rights Reserved
  • 47. CONFIDENTIAL All Rights Reserved
  • 48. Publicis team collaborated closely with the client‟s architect and interior designer…CONFIDENTIAL All Rights Reserved
  • 49. Art Gallery and receptionCONFIDENTIAL All Rights Reserved
  • 50. Art Gallery and receptionCONFIDENTIAL All Rights Reserved
  • 51. Banker’s RoomCONFIDENTIAL All Rights Reserved
  • 52. Banker’s RoomCONFIDENTIAL All Rights Reserved
  • 53. Marketer’s RoomCONFIDENTIAL All Rights Reserved
  • 54. Marketer’s Room- Tri-vision PanelCONFIDENTIAL All Rights Reserved
  • 55. Scale Model Area/ Extendable Pole DisplaysCONFIDENTIAL All Rights Reserved
  • 56. Bedroom Wall PostersCONFIDENTIAL All Rights Reserved
  • 57. Options, Site Plans &Facilities Wall PostersCONFIDENTIAL All Rights Reserved
  • 58. Options, Site Plans & Facilities Wall PostersCONFIDENTIAL All Rights Reserved
  • 59. Viewing Deck Wall PostersCONFIDENTIAL All Rights Reserved
  • 60. Tower PosterCONFIDENTIAL All Rights Reserved
  • 61. BuntersCONFIDENTIAL All Rights Reserved
  • 62. Entrance BillboardCONFIDENTIAL All Rights Reserved
  • 63. OUH BannerCONFIDENTIAL All Rights Reserved
  • 64. Directional SignagesCONFIDENTIAL All Rights Reserved
  • 65. Project SignboardCONFIDENTIAL All Rights Reserved
  • 66. Day NightCONFIDENTIAL All Rights Reserved
  • 67. The name unveilingCONFIDENTIAL All Rights Reserved
  • 68. The Ground CoverCONFIDENTIAL All Rights Reserved
  • 69. “Soft” LaunchCONFIDENTIAL All Rights Reserved
  • 70. Venue ‟ Merlion Park  A landmark of Singapore  Waterfront ambience  Overlook THE SAILCONFIDENTIAL All Rights Reserved
  • 71. Launch of the Landmark – Private event with public audienceCONFIDENTIAL All Rights Reserved
  • 72. CONFIDENTIAL All Rights Reserved
  • 73. Attended by over 300 guests and Media RepsCONFIDENTIAL All Rights Reserved
  • 74. Full throttle start to the launch…CONFIDENTIAL All Rights Reserved
  • 75. Pyrotechnics effects followed by a water screen and laser displayCONFIDENTIAL All Rights Reserved
  • 76. Video featuring the architecture and character of Marina Boulevard was projected onto the water screenCONFIDENTIAL All Rights Reserved
  • 77. CONFIDENTIAL All Rights Reserved
  • 78. Finale - Spectacular 3 minute Pyrotechnics and Fireworks fireworks display orchestrated with Display music Pyrotechnicswere activated opposite the event area- 1.2 km leading to the actual SAIL site CONFIDENTIAL All Rights Reserved
  • 79. ReceptionCONFIDENTIAL All Rights Reserved
  • 80. EntertainmentCONFIDENTIAL All Rights Reserved
  • 81. Official LaunchCONFIDENTIAL All Rights Reserved
  • 82. Ad Break ‟Mid November 2004 TV and print campaign supported by special publicity via commercial flashCONFIDENTIAL All Rights Reserved
  • 83. CONFIDENTIAL All Rights Reserved
  • 84. CONFIDENTIAL All Rights Reserved
  • 85. CONFIDENTIAL All Rights Reserved
  • 86. CONFIDENTIAL All Rights Reserved
  • 87. CONFIDENTIAL All Rights Reserved
  • 88. CONFIDENTIAL All Rights Reserved
  • 89. The follow-up campaign Late November 2004CONFIDENTIAL All Rights Reserved
  • 90. Outdoor – Day shots CONFIDENTIAL All Rights Reserved
  • 91. Outdoor – Night shots CONFIDENTIAL All Rights Reserved
  • 92. CONFIDENTIAL All Rights Reserved
  • 93. In summary, a truly holistic campaign Sales Gallery message Marketing video Logo flash animation management & display Facilities perspectives Advertorial Directional signages Commercial flash Outdoor ambient media Overseas launch ads Outdoor advertising Radio Print Campaign Oversea road show signages (Press & Magazines) Event water screen Site hoarding & video presentation PR Planning Soft launch event ground cover TV Animation flythrough CollateralsCONFIDENTIAL All Rights Reserved
  • 94. The ResultsCONFIDENTIAL All Rights Reserved
  • 95. 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%) soldCONFIDENTIAL All Rights Reserved
  • 96. 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$500KCONFIDENTIAL All Rights Reserved
  • 97. PR Coverage for Publicis Marketing Magazine – Dec 2004CONFIDENTIAL All Rights Reserved
  • 98. PR Coverage for Publicis Singapore Business Review – Dec 2004CONFIDENTIAL All Rights Reserved
  • 99. Xin caûm ôn!CONFIDENTIAL All Rights Reserved