Бренд Здрайверы: запуск и развитие
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Бренд Здрайверы: запуск и развитие

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Презентацияна II международнойконференции Секретыдетскогомаркетинга, 2010

Презентацияна II международнойконференции Секретыдетскогомаркетинга, 2010

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Бренд Здрайверы: запуск и развитие Бренд Здрайверы: запуск и развитие Presentation Transcript

  •     
  •   ?•  –  1       •  –    (   )   •       2009 ,       2010… to be continued… 
  •    = 1     <0,5y 0,5-1y 1-1,5y 1,5-4y 4-6y 6-9y•        •  ,            
  •   •  2008     1     ( 3- )•             3- •        ( ) 
  •      •  • 1.   ( 1.     4- )     2.     4-    2.     (        ) 3.    3.      (   4+      ) 4.       (, , 4-6, 7-9, 9-12)
  •                                 (, , )                                         
  •                                                     
  •           4  9 ,    ,    .     ,     .              :   ,           
  •           , , D, E                        ,       «»       C              ( )  
  •     ¼       24%1 6 01 4 0 14%1 2 0 1 0 0 8 0 6 0  4-9 4 0 2 0 0 2009 2010 * MEMRB RA 2009-2010
  •              vs  vs   25   20   200 122% + 18   /15   100 135% + 85   100  112% + 34 1050     200  100      MEMRB -/ 2009* * MEMRB RA 2009-2010
  •          ( + ,  4  9 )      4-6  7-9 96 97 94 ( ) 44 38 50 Brand awareness Brand awareness Trial aided unaided W2 W2 W2 Rastishka 99 61 91 Zdraivery 97 44 81 Kinder 98 29 87 Agusha 93 23 61 Nesquik 94 22 77 Actimel 93 13 75 Skeletony 79 12 55 Frutonyany 90 10 63 a Smeshariki 87 10 53 Tema 72 5 38 Ermik 57 0 31 Disney 39 0 16 * Comcon BH tracking RA 2009-2010
  •   1.       2.  «»     ( 4  14),   3. -  4.         ,  5.     ,     ,    –  !!!
  •         –       = 40%  =  = 60%  =   =   ,   
  •     -•       .•   •  ,        .•  «  »•       .PR-•     .•   POS   
  •   «»     (  ,  4  9…   …)       ()  – •     «»      ,        .      –   «» ,   ,                 -      ,     ,        .     ,          ,    ,        (.     7-8 )      – «        »,          … (. 7 )     * Millward Brown Qualitative test
  • ….  «»     •  ––  ,  - ( 8-9),     .   !   , , , ,   .    .   -      !    .  ! ,   –    .  ,                 .•  ()•  : «,  !»•  ()•  : «,   ?»•  ()•  : «   ?»•  ()•  : «    !»•  ()•  : «  !»
  •   –             –     –  ….!        =      !   ,  , …        -         ,    ,        
  •     
  •   :  /              /        /   ,        
  •   – «  !»              /         – , 
  •  