Watson s win-in-gen-y watson and p&g (15-oct08)

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Watson s win-in-gen-y watson and p&g (15-oct08)

  1. 1. Who is Watson’s Top leading retailer in China Unique “personal-care- store” type focus on beauty/trendy Core strategy is 70% shoppers are Gen-Y health/ Beauty/ Fun
  2. 2. Who’s P&G China? Operated successfully in China since 1988 One of the biggest fast moving Consumer goods manufacturers in China Broad consumer based but build trial among Gen-Y is critical to win in future
  3. 3. What’s the common interest Gen-Y is the most promising group both P&G and Watson’s want to win To P&G: Impact growth of China in next decade To Watson’s: Gen-Y contribute 70% business 70%
  4. 4. WHO is Generation Y 0 1 2 $ $ $ ) * + $ %&' (%&& $ , - ) . $) $ /$ " # $ $ ! "
  5. 5. HOW to win in Generation Y After… (upgraded Gen-Y Communication model) Remember Trail 4 More interactive/ fun 3 Awareness Browsing 1 2 Explore Engage Before… (the traditional Communication model) Influence Entertain
  6. 6. HOW to win Generation Y Explore 34 4 Engage $ + 2 Effective awareness Entertain Upgraded Gen-Y model to improve communication effectiveness and efficiency
  7. 7. Case sharing: Hair care Gen-Y commercial innovation WHY hair-care? !" # # $ % & ' () & #
  8. 8. Case sharing: Hair care Gen-Y commercial innovation Context & Challenge %* $ # $ !$ # $ !" ' ( + # , , $ $ - !" & !
  9. 9. Explore Engage $ + # # Effective Aware Entertain Sexy story to pull in attention rather than push: No matter what type girl I am, Watson’s & P&G hair care will help me to discover my perfect match… for hair, and life! .! .+ ( # / # & / , 0 1 0 2 )/ # 3 Design tonality !4 $ ! 50 6 # ! 7
  10. 10. Explore Engage 2 ) Exploring DM: Effectiv e aware Entertain Not traditional hard-sell DM; Not push, but more pull 8 # ' ( 3 9 9 $ 2 : ; % ; 9 1 $ <= ;
  11. 11. Explore Engage 2 ) 6 ! 7 Effectiv e aware Entertain Wobbler Hanging mobile Entry Door Deco DM Multi-brand display
  12. 12. Explore Engage ) Effectiv 5 6 (7 e aware Entertain > ' ( $ : ?? = + ?? $ @! = $ $ 9 A4@2 % ' ( ?? $ @! = +0 , # # B ?? , 2 : 1% 1 < =C $ < $ $ # Translate on-line fun into trial & purchase:
  13. 13. Explore Engage ) Effectiv Gen-Y beauty idol Charlie Yeung’s visit to Watson’s e aware Entertain and endorsement to Pantene > @# 0 $ # & 1% $ % $ %2 # %
  14. 14. Result Hair care business trend Jan-May08 4 % ! , $ 8 9 80.0 80.0 70.0 70.0 60.0 60.0 % 6 $ $7 ! , 50.0 50.0 40.0 40.0 $ ) ) 30.0 30.0 20.0 20.0 ' ( & %: # 10.0 10.0 0.0 0.0 JAN JAN FEB FEB MAR MAR APR APR MAY MAY Hair care business result tracking In-process measure Shipment (MSU) Target Index Year Result Process Progress Ago tracking measure tracking Total Hair care XX XX 1. Design of event - Pantene XX XX 2. Align on key milestones - VS XX XX 3. Sell-in rate - Clairol XX XX 4. Deliver rate - Rejoice XX XX 5. Result & learning sum - H&S XX XX 6. Align on next round
  15. 15. More importantly… Recognition from shopper • Clairol rewarded as “the best marketing of 2008”; • Pantene Clinicare rewarded as “consumer voting best product” Recognition from retailer: P&G has been rewarded as “2008 best supplier” of Watson’s
  16. 16. Gen-Y Campaign a multi-category annual platform to win BIGGER & LONGER Haircare Skincare Feminine care Personal cleansing care Ove r Ti me Based on the initial success, agreed to expand Gen-Y campaign to other categories

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