Roseonly final

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Roseonly final

  1. 1. RoseOnly BY: Claire, Firefly, Grace Saron, Yao Yao, Zoe
  2. 2. Overview Business Objective Deployment Plan Content Strategy
  3. 3. Overview
  4. 4. 2014/4/22 A. History • Jan.4, 2013 Roseonly starts 1st Experience store in Beijing. • Mar.31, 2014 The 2nd Experience store in Shanghai.
  5. 5. 2014/4/22 B. Concept One man could buy Roseonly flowers for one woman ( 一生只送一人). Two online brands: luxury and fair price one. Three sales channels: official website , Tmall shop and WeChat online store.
  6. 6. 2014/4/22 C. Product Strategy • Rose The Roseonly products cover classic series,constellation series(星座玫瑰), and “許願玫瑰”“道歉玫瑰”etc. • Accessory & Chocolate Italian Top hand-made chocolate
  7. 7. 2014/4/22 D. Target Audience • Young & Fashion • Well off • Seek high Quality life • Like to use social network
  8. 8. 2014/4/22 D. Target Audience Currently, the majority of the customers are young people who are among 20-30. And the motivations include: proposal; anniversaries of important events; birthday gift, etc.
  9. 9. 2014/4/22 E. Persona1 Age: 32 Occupation: Financial Analyst Location: Beijing Situation: in a relationship About Jerry: Jerry is a financial analyst, whose average salary is 100,000 RMB per month. He is exocentric, handsome and always seeks for high quality life. Jerry likes to use social network, his Sina Weibo account has about 3,000 followers. Jerry never bought any flowers online. Recently, he wants to propose to his girlfriend. He is considering to buy his girlfriend diamond ring and roses. He wants to use the flowers to demonstrate his love for his girlfriend, and make his proposal special.
  10. 10. 2014/4/22 E. Persona 2 Age: 29 Occupation: Model Location: ShangHai Situation: In Relationship About Fiona: Fiona is a model and her average income is 30,000 per month. She graduated from Shang Hai Conservatory Of Music and her major is piano. Besides, Fiona likes selfie and always upload her selfie on Sina Weibo. Last week, 1th march, is Fiona’s birthday. Her boyfriend sent her a bunch of rose from Roseonly as her birthday gift. She is so moved and wants to send back her boyfriend a present.
  11. 11. 2014/4/22 E. Persona 3 Age: 35 Occupation: CEO of a media company Location: Shanghai Situation: Married About Eric: Eric is a CEO of a quoted media company and was married one year ago. Eric is very busy with his work, and seldom has time to go home with his parents. But he is very concerned about his parents and always wants to make them happy. Eric bought roses from Roseonly several times for his girlfriend, who is now his wife. And next month is his parents’ wedding anniversary for 40 years, he wants to celebrate this day in a special way .
  12. 12. F. Major Competitors
  13. 13. F. Major Competitors Roseonly The Beast Summer Forever Price 269-1520RMB 230-8130RMB 330-5860RMB Products Flowers, Preserved Flesh Flower, Chocolates, Scarf, Flowers, Preserved Flesh Flowers, Accessories, Household Goods Flowers, Preserved Flesh Flowers(永生花) Service Distributed by handsome model with Mini Cooper Customized flowers with stories Customized flowers with stories (limited in Beijing) Target Audience Lovers Young people interested in artistic design and Vintage style Young people interested in artistic design and Vintage style (小清新) Selling Channels Online shop Tmall Wechat Physical shops (Beijing & Shanghai ) Online shop Wechat Physical shops (Beijing & Shanghai ) Online shop
  14. 14. F. Major Competitors Roseonly The Beast Summer Forever Advantage • High quality roses • More products for lovers • Celebrities exposure • Weibo performance (620,000 fans) • Combine flower design with customer's story • Selling a lifestyle • Offline performance • Weibo performance (570,000 fans) • Artistic product • Photography Disadvantage • Lack of good content on Weibo and Wechat • Over PS the photo • Relatively high price • Website design • Fresh flower distribution limit • Limited channels
  15. 15. Experience Premium FLOWER MARKET F. Major Competitors Mass Product
  16. 16. 2014/4/22 G. Problem 1) High-end gifts for only one person whole life 2) Bad performance on new media platforms, only two social media channels applied: Weibo WeChat
  17. 17. Weibo Performance a. 620 thousand fans b. 3-5 posts per day c. Many soul soother
  18. 18. 2014/4/22 WeChat Performance 1)1 post per day 2) Lack of relevant content
  19. 19. Business Objective
  20. 20. 2014/4/22 Short-term • Drive attention and increase user engagement on digital platforms in 2 months • Increase e-commerce purchase amount of Roseonly flowers in Tmall and official website in 3 months. • Open 2 experience stores in average each year. Long-term • Strengthen Roseonly brand image and establish leading role in flower industry.
  21. 21. Content Strategy
  22. 22. Content Objective • Quickly boost Roseonly Collection’s awareness and perception online digital platform and offline campaigns, in order to drive attentions and acquire new customers. • Widely create buzz and drive preference on Roseonly Collections. • Garner consumer’s interest and fuel excitement of Roseonly as the best choice of gift to women and establish trust between lovers. Channels: Search Engine, Social Media, Displaying Ads, eDM.
  23. 23. Content Strategy Awareness Evaluation Action Advocate
  24. 24. Content Map Awareness Evaluation Action Advocate Brand and Product introduction, KOL,Campaign Product Advantage Product promotion Engagement: UGC Channel: Weibo , Wechat, Instagram, Pintersest, Official Website Channel: Weibo, Search engine Channel: Weibo, Wechat, Instagram, Pinterest, Official Website Channel: Weibo, Instagram Display banner ads Recommendations and ratings Campaign (Combined with festivals and special days) Preserved Tips Channel: Websites Channel: 知乎,百度知道 Channel: Weibo, Wechat, Instagram, Pinterest, Official Website, eDM eDM
  25. 25. Content Strategy Awareness Evaluation Action Advocate
  26. 26. Content Strategy 1)Brand introduction (Long-term) Channel 1: Weibo Awareness Evaluation Action Advocate
  27. 27. Content Strategy 2) Product introduction (Long-term) Channel 1: Weibo Awareness Evaluation Action Advocate
  28. 28. 3) Display Ads (Long-term) Channel 2: Website Content Strategy Awareness Evaluation Action Advocate
  29. 29. Content Strategy 4) KOL (Short-term) Channel 1: Weibo Awareness Evaluation Action Advocate
  30. 30. Content Strategy 5) KOL Cobranding Campaign (Short-term) Brand Ambassador + Cobranding with Fresh Awareness Evaluation Action Advocate
  31. 31. Content Strategy Channel 1: Weibo Interaction with Angelababy and fresh Engage Customers 5) KOL Cobranding Campaign (Short-term)
  32. 32. Content Strategy Channel 2: Wechat Event Information & Details(Pictures&Video) 5) KOL Cobranding Campaign (Short-term)
  33. 33. Content Strategy Channel 3: Instagram Event information (Pictures) Channel 4: Pinterest Event information (Pictures) 5) KOL Cobranding Campaign (Short-term)
  34. 34. Content Strategy Channel 5: Website Banner 5) KOL Cobranding Campaign (Short-term)
  35. 35. Content Strategy Awareness Evaluation Action Advocate
  36. 36. Content Strategy 1) Product Advantage Channel 1: Weibo Awareness Evaluation Action Advocate
  37. 37. 2) SEO&SEM Channel 2: Search Engine Content Strategy Awareness Evaluation Action Advocate
  38. 38. Content Strategy 3) Recommendations and Ratings Channel 3: UGC Platform 知乎,百度知道 etc. Awareness Evaluation Action Advocate
  39. 39. Content Strategy Awareness Evaluation Action Advocate
  40. 40. Content Strategy 1) Product Promotion (Long-term) Channel 1: Weibo Awareness Evaluation Action Advocate
  41. 41. 2014/4/22 Content Strategy 1) Product Promotion (Long-term) Channel 2: Wechat Awareness Evaluation Action Advocate
  42. 42. 2014/4/22 Content Strategy 1) Product Promotion (Long-term) Channel 3: Instagram Awareness Evaluation Action Advocate
  43. 43. 2014/4/22 Content Strategy 1) Product Promotion (Long-term) Channel 4: Pinterest Awareness Evaluation Action Advocate
  44. 44. 2014/4/22 Content Strategy 1) Product Promotion (Long-term) Channel 5: Official Website
  45. 45. 2014/4/22 Content Strategy 2) Special Holiday Campaign (Short-term) Channel 1: Weibo Awareness Evaluation Action Advocate
  46. 46. 2014/4/22 Content Strategy Channel 2: Wechat Awareness Evaluation Action Advocate 2) Special Holiday Campaign (Short-term)
  47. 47. 2014/4/22 Content Strategy Channel 3: Instagram Awareness Evaluation Action Advocate 2) Special Holiday Campaign (Short-term)
  48. 48. 2014/4/22 Content Strategy Channel 4: Pinterest Awareness Evaluation Action Advocate 2) Special Holiday Campaign (Short-term)
  49. 49. 2014/4/22 Content Strategy Channel 5: Website 520 Rose Banner on the front page (Big Action Button) “520 Love” Video Awareness Evaluation Action Advocate 2) Special Holiday Campaign (Short-term)
  50. 50. Content Strategy 3)520 reminder (short-term) Channel : eDM Awareness Evaluation Action Advocate
  51. 51. Content Strategy Awareness Evaluation Action Advocate
  52. 52. Content Strategy 1) Engagement: UGC (Long-term) Channel 1: Weibo Awareness Evaluation Action Advocate
  53. 53. 2014/4/22 Content Strategy 1) Engagement: UGC (Long-term) Channel 2: Instagram Awareness Evaluation Action Advocate
  54. 54. 2014/4/22 Content Strategy 2) Special Holiday Topic UGC (Short-term) Channel 1: Weibo Awareness Evaluation Action Advocate
  55. 55. 2014/4/22 Content Strategy Channel 2: Instagram Awareness Evaluation Action Advocate 2) Special Holiday Topic UGC (Short-term)
  56. 56. Deployment Plan
  57. 57. Deployment Plan 2014/4/22
  58. 58. Deployment Plan 2014/4/22
  59. 59. Deployment Plan 2014/4/22
  60. 60. The End

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