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THE CHINA CASE


    Henk Terol
Content Branding process
•   Olive Oil Market, international possibilities (focus China)
•   Consumers demands
•   Competition and shelve opportunities
•   Distribution analyses
•   Positioning and brand analyses
•   SWOT
•   Values end users
•   Values distribution partners
•   Target group analyses
•   Favourite colour analyses young female decision maker
•   Mood boarding
•   Creative brief
•   Creative outcome
•   Result test in Middle East and China
The start just before Olympic Games
Beijing 2008
•   CHINESE OLIVE OIL MARKET: Let’s numbers talk…
•   Since 2001 the average proportion of import olive oil has been keeping the increases over
    70% per year (13,000 tons in 2007).
•   Last year import of extra virgin olive oil increase 141%
•   With the same rate, till to 2011 it will be over 100,000 tons.
•
•   CHINESE OLIVE OIL MARKET: Let’s money talk…
•   $894 million in 2005
•   $1.3 billion in 2010
•   (Packaged Facts forecast)
Important insights
Situation mid 2008
•   Olive oil market diversification in two segments
     – Local develop brands owned by Chinese suppliers (bulk supply)
     – European suppliers from Spain, Italy and other Med countries
•   Olive oil market is common, without any brands who makes the differences
•   Mostly price fight on the shelves
•   All chains deliver the same brands
Market needs new initiatives
                   from international brands
                  whose professionalize olive oil
                  market/category management

    International Olive Oil in Asia and Middle East is not yet arrived as a
professional market with a category management strategy who brings three
                        levels of pricing and brands.
International Market potential
 Size / volume
    focus country, not yet numbered but huge
 Growth,
    in focus countries yearly increasing use of olive oil, cosmetics based on olive oil,
       recognizing added values healthy food
 Buy Reasons ,
    end users recognize added values of Greek food products in general and olive oil in
       particular,
    Greece food have quality image, tourist b.e.
    Russia are more and more interested in Greek food products,
    Chinese culture back ground fits in their opinion into the living standards of their live
       style,
    India is olive oil cosmetic user, growing economic who is a big advantage,
    Arabic countries starts their investigation in parts of the port folio of Cretan Treasure
       products
Trends and opportunities
Consumer requests
New food concepts
Top issues of the Chinese (young) people?
What Crete can deliver
Competition
 By country competitors, a lot of international and local
  brands
 Distribution shares, not yet available
 Functionality, quality versus price, low quality, discount
  prices, but developments in better quality are improving
 Height barriers, distributors needs long decision making
  steps
 Low step out barriers, not yet presence
Who’s are the distribution channels build up?
Opportunities
MARKT-
 DEFINITIE
                     DE CONSULT BRANDGUIDE™                     GEWENSTE
                                                                 RESPONS
                 HET INSTRUMENT OM DE POSITIONERING
                           VAST TE LEGGEN


                              INTERNE WAARDEN EXTERNE WAARDEN


                                           BEWIJSVOERING

 CATEGORIE-
VOORWAARDEN
                                           KERNPROPOSITIE




                                          WAARDEPROPOSITIE



                                         MERKPERSOONLIJKHEID
   KERN-
 DOELGROEP

                                           VERANDERINGEN




 PAGE 18 | BRANDASSET™ VALUATOR  CASE
POSITIONERINGSGRID:
LUXE EN UITGESPROKEN STERKE WAARDES
    Ruig

                            Uitgesproken
                  LionGedurfd                                                              Voor de elite
    Dynamisch         Trendy



                                                                        Charmant
      Stoer            Uniek
   Balisto Twix      Vooruitstrevend       Chocotoff
                   Anders          Lila   Pause            Toblerone                               Glamour
                       Energiek
                              Ingetogen                     Beste in zijn soort            Geniet aanzien
  Leuk          Vernieuwend
                         KitKat                  Bon Bon Bloc                                      Afstandelijk
   Zorgeloos                Nuts
                     Snickers                Waar voor je geld
                            Bounty                                                     Klasse/allure
           M & M`sOrigineel                 Prima kwaliteit
Fun            Eenvoudig
                                Stijgend in populariteit
                                                                                                 Lindt
                                                                                                           Luxe
                               Milky Way               Authentiek/echt
                 Smarties
                   Aardig            Mars
                               Intelligent                      Côte d`Or
                  Kinder   Gezond Sensueel         Nuchter                               Hoge prestatie Vooraanstaan
                         Milka         Geld meer dan waard
                                                Kan je van op aan
                                                                  Droste                                d
Maatschappelijk betrokken              Traditiegetrouw
                     Sympathiek
                                       Delicata Nestlé
        Met zijn tijd mee Klantvriendelijk         Vertrouwen waard
                         Sociaal
        Klantgericht                           Beleefd
               Eerlijk/oprecht                     Verkade
                               Rationeel            Onafhankelijk                  Toonaangevend




                       Base: Nederland 2000. Totale bevolking (18+)
What if Cretan Treasure… ?
a. Introduce Products with healthy and care proposition for
young female

 o Would position a line of products as
   healthy and care for in and outside values for young educated
   buyers;
 o Would introduce a port folio with special selected Cretan
   products during the day program based on the ;
   “Mediterranean Diet” life style
 o Would introduce;
   “Morning start with herbs and honey for the energy start”
    “Afternoon wine and dinner preparation ideas(recepies)
 o Would introduce:
     “The Cretan Beauty Inside Out lifestyle program
 o
Cretan Treasure: Series philosophy

   – The dominant idea in Cretan Treasure series:


 Selecting and offering the most important traditional Cretan products in one package



   – Philosophy:
       • Products produced exclusively in Crete
       • Products representative of the Cretan Tradition, culture and nutrition
       • Products of certified higher quality
       • LEADER of the products of Cretan Treasure in ‘Mediterranean Diet’
Products
1.    Cretan Treasure Platinum
2.    Cretan Treasure Classic
3.    Cretan Treasure Amphora
4.    Cretan Treasure Red Wine
5.    Cretan Treasure White Wine
6.    Cretan Treasure Honey
7.    Cretan Treasure Herbs
8.    Cretan Treasure Tsikoudia
9.    Cretan Treasure new packaging concept for all products
10.   Cretan Treasure present boxes
Cosmetics

Olive Moisturizing Skin Cream
SWOT
                                            Changes (external)                             Threaths (external)
                                            ·    Export                                    ·    No actions
                                                New clients activities                     ·    Ampathy
                                            ·    More product categories                   ·    Attitude & Mentality
                                            ·    More values for invest in brand           ·    Fear for new steps
                                                 image and visibility                      ·    Strong competitors
                                                                                           ·    Spain focus mass market productions




Strengthens (internal)                      End 2009 all existing client to be inform      To start directly: To investigate the
Motivated CEO and Founder                   them about CT initiative and to introduce      opportunities for new employees to support
·     Strong back office                    website. January 2010 starts directly with     the preparations of the introduction and to
·     Good marketing & sales                communication on several levels to             start the relationship with our current
      support(2010)                         potentials in China, India, USA, Russia,       contacts.
·     Good support of the BU leader(2010)   Arabic countries with packaged possibilities
                                            for wealthy end users


Weakness (Internal)                         To change and improve skills of staff and      Start new Business model and make people
·   Financial situation                     MT July till December start training and       responsible for own businesses to improve
·   Weak and not active commercial          education programs.                            financial situation. Implement key account
    vision and strategy                                                                    system with regularly actions, reports, each
·   Not enough clients                                                                     Build Dbase next months and research the
·   Not positioned company and brands                                                      market. Make clear if not, to be out.
    with a strong marketing & sales
    oriented back ground
AIMS
    Critical Success           2010           2011                    2012
         Factors
Well knowing brand     low            Customers satisfaction End users satisfactions
Brand knowledge end    low            In retail its better   End users start to use
users                                                        in habits
Image of CT brand      low            Improve in 10% retail 25 retail/10% end
                                                             users
Services CT agents/    Low            Start to discover,     Choices about our
retail                                different              service map
Website                Low viewers    Search engine is       Good amount of
                                      working well           visitors regularly
Cretan Treasure: Basics values
•   Promises                                  – Quality guarantee
     • Selection of the most excellent            • Selection of our collaborators
       products                                     with strict criteria
     • Insurance of quality – Investment on       • Certification of our co-operators
       quality                                      from international
     • Flexibility in creating new products         organizations
       according to the needs of the market       • Experience – Know–how
     • Expand of co-operations in a               • Professionalism
       worldwide level                            • Consequence
     • High quality services                      • Personal relationship
                                                  • Vision
                                                  • Final product of certified higher
                                                    quality
Brand values for end users
Brand value: Care the of the body: Inside
 Vain
 Heart
 Lever
 Stomach
 Decrease Cancer
 Decrease Alzheimer
 Decrease Parkinson
 Its cleans the vain and air system
Brand values for end users
 Brand value: Care of the skin: Outside
  Skin
  Aging
  Protect for sun and pollution
  24 hours
  In the daytime
  In the night time
  Deliver good body feeling
  Outside Beauty
Brand values for distributors
Retail                    Importers
• Loyalty opportunities   • Valued proposition for
• dBase marketing           special distributors:
                            – Webshops
• Tastings and shelve
  promotions
Cretan Treasure Creates Added Customer
Value
                  Best
                Customer
                 Profile

                                                   Identify
                           Up-Sell


                                Best           Suspects
Return on                     Customers
                                                                 Target    Acquire with
Investment                                                                 intent to keep
                                                    Prospects
                                     Loyalty Acquisition

                  Cross- Existing        First          Hot
                   Sell Customers     Experience     Prospects
                                      Management                 Convert



                                     New Customers


       Keep                   Reinforce Brand Choice
  with intent
    to profit
The Relationship Management Continuum0
   • Like life, customer relationships follow patterns
   • Recognize the phases of a customer’s relationship
   • Respond with appropriate tactics
          Acquisition                                          Loyalty Management
Introduction         Courtship                 Honeymoon               Daily Life

• Consumer             • Sustain              • Solidify             • Grow
  introduced to          awareness and          relationship           relationship
  the brand              interest
                       • Incent trial




             Lose
            Interest
        • Recognize it’s
                                              Try                        Part
          happening                          Again                     Company
                                         • Reemphasize              • Give up when it
                                           what matters to            makes sense
                                           them
The Relationship Management Toolkit
                                                        Segmentation
                                                      Categorizes customers
                                                        around common
                                                          wants/needs



Customer Value
    Model
   Estimates of the
     customer’s
   actual/potential
financial contribution                                 Satisfaction
                                                        Monitor
                                                     Tracks the customer’s
                                                        brand/product
                               Loyalty                    experience
                             Framework
                         Assesses behavioral and
                         attitudinal relationships
                               to the Brand
From current brand to new
international brand approach
Favourite Colour search for young female
•   Women prefer brands whose ads mirror their own identities

•   Real women respond more favourably to a brand if its adverts mirror their own
    identities, an ongoing survey which canvassed the opinions of 2,000 women in
    the UK, US, China, India, Canada, Brazil, Kenya and Jordan revealed.
•   The study challenges the advertising world's perennial reliance on young, white
    and extremely thin models.
•   However, advertisers cannot simply enlist a few fuller-figured models, says Ben
    Barry, who is carrying out the research at Cambridge University’’s Judge
    business school: “In general, people have a more favourable reaction to brands
    that show models who represent people’’s age, size and background.
•   “It’’s not necessarily enough to show one component which is similar - people
    really wanted to see someone who represents them in all three factors.”
•   To reach the conclusion, Barry commissioned advertising agencies to produce a
    number of realistic print campaigns for products, including consumer and
    luxury goods, reports the Guardian.co.uk
•   Half were made using what the study termed “traditionally attractive models” -
    aged 16 to 24, white and around US size zero, the equivalent of a UK size four.
•   While the remaining pictures included “realistically attractive models” of a range
    of ages, races and shapes.
MOOD BOARD OUR TARGET GROUP
Favourite brands
   Women's Luxury      Women's Luxury      Women's Luxury    Women's Luxury
   Lifestyle Brands    Lifestyle Brands    Lifestyle Shops   Lifestyle Shops
   Emilio Pucci        Baccarat            Saks.com          wine.com
   Fendi               Dior                eLuxury.com       Kate Boutique
   David Yurman        Bollinger           Neiman Marcus     Forzieri
   Agent Provocateur   doo.ri              Yoox              Bergdorf Goodman
   Moët & Chandon      Diane von           Jake              Net-a-Porter.com
   Kate Spade          Furstenberg         Barneys           Revolve
   Sonia Rykiel        Emilio Pucci        Bluefly           Standard Style
   Versace             Milly               Ron Herman        Boutique
   Roberto Cavalli     Alexander McQueen   Blue Nile         The Pink Slip
                       Louis Vuitton                         Michael C. Fina
Cretan Treasure new packaging concept for all products
tv          print

                           radio                   dialoog
                                  outdoo                     contact
                                  r
                            webvertising          informatiesite
                     e-mail, sms,
                     virals
                                                                        infotools

       direct mail       aantrekkelijk,         intelligent, open,                  Q&A
                         inspirerend                  transparant,
game                                                                         infotainment
                                                               leuk
       discussie                                                                    brochures



customer
relationship                                                                   producten
management               duurzaam,                  bevredigend,
             helpdesk    loyaal, lonend        creatief, innovatief      diensten


                                                               acties
                      eigen profiel
                                                       incentives
                        customizing
                                                               formules
                                 upselling
                                                 transacties
                               cross-selling
eindwaarde




                                                                                                        MGM-
                                                                                          lidmaatschap/ actie
   Duurzaam-                                                                                 aandeel      beloning
          heid                                                                                                             24% - 3%
                                                                                                     nieuwsbrief

                                                                               promoti
    Conversie                                                                      e
                                                                                       proefgebrui
                                                                         incentive          k                              35% - 6%

                                                                                                                           41% - 15%


                                                         site
                                                                    beurs,
Begrip/voorkeu                                     infotool         event
             r                                           q&a    brochure

                                      (e)DM
                              PR
   Awareness                              online marketing                                                                 0% - 76%
                            massa
                            rtv, print,
                            outdoor




                 doelgroep + mindset +
                  media/kanaalgebruik
Cretan Diet and food
THANK YOU




Henk Terol
Henk.terol@admarcom.com

Tel: 0031 75 6123987
M: 0031 654977703



Website:
http://www.admarcom.com

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To start a new food exclusive brand in China.

  • 1.
  • 2. THE CHINA CASE Henk Terol
  • 3. Content Branding process • Olive Oil Market, international possibilities (focus China) • Consumers demands • Competition and shelve opportunities • Distribution analyses • Positioning and brand analyses • SWOT • Values end users • Values distribution partners • Target group analyses • Favourite colour analyses young female decision maker • Mood boarding • Creative brief • Creative outcome • Result test in Middle East and China
  • 4. The start just before Olympic Games Beijing 2008 • CHINESE OLIVE OIL MARKET: Let’s numbers talk… • Since 2001 the average proportion of import olive oil has been keeping the increases over 70% per year (13,000 tons in 2007). • Last year import of extra virgin olive oil increase 141% • With the same rate, till to 2011 it will be over 100,000 tons. • • CHINESE OLIVE OIL MARKET: Let’s money talk… • $894 million in 2005 • $1.3 billion in 2010 • (Packaged Facts forecast)
  • 6. Situation mid 2008 • Olive oil market diversification in two segments – Local develop brands owned by Chinese suppliers (bulk supply) – European suppliers from Spain, Italy and other Med countries • Olive oil market is common, without any brands who makes the differences • Mostly price fight on the shelves • All chains deliver the same brands
  • 7. Market needs new initiatives from international brands whose professionalize olive oil market/category management International Olive Oil in Asia and Middle East is not yet arrived as a professional market with a category management strategy who brings three levels of pricing and brands.
  • 8. International Market potential  Size / volume  focus country, not yet numbered but huge  Growth,  in focus countries yearly increasing use of olive oil, cosmetics based on olive oil, recognizing added values healthy food  Buy Reasons ,  end users recognize added values of Greek food products in general and olive oil in particular,  Greece food have quality image, tourist b.e.  Russia are more and more interested in Greek food products,  Chinese culture back ground fits in their opinion into the living standards of their live style,  India is olive oil cosmetic user, growing economic who is a big advantage,  Arabic countries starts their investigation in parts of the port folio of Cretan Treasure products
  • 11. New food concepts Top issues of the Chinese (young) people?
  • 12. What Crete can deliver
  • 13. Competition  By country competitors, a lot of international and local brands  Distribution shares, not yet available  Functionality, quality versus price, low quality, discount prices, but developments in better quality are improving  Height barriers, distributors needs long decision making steps  Low step out barriers, not yet presence
  • 14. Who’s are the distribution channels build up?
  • 15.
  • 16.
  • 18. MARKT- DEFINITIE DE CONSULT BRANDGUIDE™ GEWENSTE RESPONS HET INSTRUMENT OM DE POSITIONERING VAST TE LEGGEN INTERNE WAARDEN EXTERNE WAARDEN BEWIJSVOERING CATEGORIE- VOORWAARDEN KERNPROPOSITIE WAARDEPROPOSITIE MERKPERSOONLIJKHEID KERN- DOELGROEP VERANDERINGEN PAGE 18 | BRANDASSET™ VALUATOR  CASE
  • 19. POSITIONERINGSGRID: LUXE EN UITGESPROKEN STERKE WAARDES Ruig Uitgesproken LionGedurfd Voor de elite Dynamisch Trendy Charmant Stoer Uniek Balisto Twix Vooruitstrevend Chocotoff Anders Lila Pause Toblerone Glamour Energiek Ingetogen Beste in zijn soort Geniet aanzien Leuk Vernieuwend KitKat Bon Bon Bloc Afstandelijk Zorgeloos Nuts Snickers Waar voor je geld Bounty Klasse/allure M & M`sOrigineel Prima kwaliteit Fun Eenvoudig Stijgend in populariteit Lindt Luxe Milky Way Authentiek/echt Smarties Aardig Mars Intelligent Côte d`Or Kinder Gezond Sensueel Nuchter Hoge prestatie Vooraanstaan Milka Geld meer dan waard Kan je van op aan Droste d Maatschappelijk betrokken Traditiegetrouw Sympathiek Delicata Nestlé Met zijn tijd mee Klantvriendelijk Vertrouwen waard Sociaal Klantgericht Beleefd Eerlijk/oprecht Verkade Rationeel Onafhankelijk Toonaangevend Base: Nederland 2000. Totale bevolking (18+)
  • 20. What if Cretan Treasure… ? a. Introduce Products with healthy and care proposition for young female o Would position a line of products as healthy and care for in and outside values for young educated buyers; o Would introduce a port folio with special selected Cretan products during the day program based on the ; “Mediterranean Diet” life style o Would introduce; “Morning start with herbs and honey for the energy start” “Afternoon wine and dinner preparation ideas(recepies) o Would introduce: “The Cretan Beauty Inside Out lifestyle program o
  • 21. Cretan Treasure: Series philosophy – The dominant idea in Cretan Treasure series: Selecting and offering the most important traditional Cretan products in one package – Philosophy: • Products produced exclusively in Crete • Products representative of the Cretan Tradition, culture and nutrition • Products of certified higher quality • LEADER of the products of Cretan Treasure in ‘Mediterranean Diet’
  • 22. Products 1. Cretan Treasure Platinum 2. Cretan Treasure Classic 3. Cretan Treasure Amphora 4. Cretan Treasure Red Wine 5. Cretan Treasure White Wine 6. Cretan Treasure Honey 7. Cretan Treasure Herbs 8. Cretan Treasure Tsikoudia 9. Cretan Treasure new packaging concept for all products 10. Cretan Treasure present boxes
  • 24. SWOT Changes (external) Threaths (external) · Export · No actions New clients activities · Ampathy · More product categories · Attitude & Mentality · More values for invest in brand · Fear for new steps image and visibility · Strong competitors · Spain focus mass market productions Strengthens (internal) End 2009 all existing client to be inform To start directly: To investigate the Motivated CEO and Founder them about CT initiative and to introduce opportunities for new employees to support · Strong back office website. January 2010 starts directly with the preparations of the introduction and to · Good marketing & sales communication on several levels to start the relationship with our current support(2010) potentials in China, India, USA, Russia, contacts. · Good support of the BU leader(2010) Arabic countries with packaged possibilities for wealthy end users Weakness (Internal) To change and improve skills of staff and Start new Business model and make people · Financial situation MT July till December start training and responsible for own businesses to improve · Weak and not active commercial education programs. financial situation. Implement key account vision and strategy system with regularly actions, reports, each · Not enough clients Build Dbase next months and research the · Not positioned company and brands market. Make clear if not, to be out. with a strong marketing & sales oriented back ground
  • 25. AIMS Critical Success 2010 2011 2012 Factors Well knowing brand low Customers satisfaction End users satisfactions Brand knowledge end low In retail its better End users start to use users in habits Image of CT brand low Improve in 10% retail 25 retail/10% end users Services CT agents/ Low Start to discover, Choices about our retail different service map Website Low viewers Search engine is Good amount of working well visitors regularly
  • 26. Cretan Treasure: Basics values • Promises – Quality guarantee • Selection of the most excellent • Selection of our collaborators products with strict criteria • Insurance of quality – Investment on • Certification of our co-operators quality from international • Flexibility in creating new products organizations according to the needs of the market • Experience – Know–how • Expand of co-operations in a • Professionalism worldwide level • Consequence • High quality services • Personal relationship • Vision • Final product of certified higher quality
  • 27. Brand values for end users Brand value: Care the of the body: Inside  Vain  Heart  Lever  Stomach  Decrease Cancer  Decrease Alzheimer  Decrease Parkinson  Its cleans the vain and air system
  • 28. Brand values for end users Brand value: Care of the skin: Outside  Skin  Aging  Protect for sun and pollution  24 hours  In the daytime  In the night time  Deliver good body feeling  Outside Beauty
  • 29. Brand values for distributors Retail Importers • Loyalty opportunities • Valued proposition for • dBase marketing special distributors: – Webshops • Tastings and shelve promotions
  • 30. Cretan Treasure Creates Added Customer Value Best Customer Profile Identify Up-Sell Best Suspects Return on Customers Target Acquire with Investment intent to keep Prospects Loyalty Acquisition Cross- Existing First Hot Sell Customers Experience Prospects Management Convert New Customers Keep Reinforce Brand Choice with intent to profit
  • 31. The Relationship Management Continuum0 • Like life, customer relationships follow patterns • Recognize the phases of a customer’s relationship • Respond with appropriate tactics Acquisition Loyalty Management Introduction Courtship Honeymoon Daily Life • Consumer • Sustain • Solidify • Grow introduced to awareness and relationship relationship the brand interest • Incent trial Lose Interest • Recognize it’s Try Part happening Again Company • Reemphasize • Give up when it what matters to makes sense them
  • 32. The Relationship Management Toolkit Segmentation Categorizes customers around common wants/needs Customer Value Model Estimates of the customer’s actual/potential financial contribution Satisfaction Monitor Tracks the customer’s brand/product Loyalty experience Framework Assesses behavioral and attitudinal relationships to the Brand
  • 33.
  • 34. From current brand to new international brand approach
  • 35. Favourite Colour search for young female • Women prefer brands whose ads mirror their own identities • Real women respond more favourably to a brand if its adverts mirror their own identities, an ongoing survey which canvassed the opinions of 2,000 women in the UK, US, China, India, Canada, Brazil, Kenya and Jordan revealed. • The study challenges the advertising world's perennial reliance on young, white and extremely thin models. • However, advertisers cannot simply enlist a few fuller-figured models, says Ben Barry, who is carrying out the research at Cambridge University’’s Judge business school: “In general, people have a more favourable reaction to brands that show models who represent people’’s age, size and background. • “It’’s not necessarily enough to show one component which is similar - people really wanted to see someone who represents them in all three factors.” • To reach the conclusion, Barry commissioned advertising agencies to produce a number of realistic print campaigns for products, including consumer and luxury goods, reports the Guardian.co.uk • Half were made using what the study termed “traditionally attractive models” - aged 16 to 24, white and around US size zero, the equivalent of a UK size four. • While the remaining pictures included “realistically attractive models” of a range of ages, races and shapes.
  • 36. MOOD BOARD OUR TARGET GROUP
  • 37. Favourite brands Women's Luxury Women's Luxury Women's Luxury Women's Luxury Lifestyle Brands Lifestyle Brands Lifestyle Shops Lifestyle Shops Emilio Pucci Baccarat Saks.com wine.com Fendi Dior eLuxury.com Kate Boutique David Yurman Bollinger Neiman Marcus Forzieri Agent Provocateur doo.ri Yoox Bergdorf Goodman Moët & Chandon Diane von Jake Net-a-Porter.com Kate Spade Furstenberg Barneys Revolve Sonia Rykiel Emilio Pucci Bluefly Standard Style Versace Milly Ron Herman Boutique Roberto Cavalli Alexander McQueen Blue Nile The Pink Slip Louis Vuitton Michael C. Fina
  • 38. Cretan Treasure new packaging concept for all products
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  • 49. tv print radio dialoog outdoo contact r webvertising informatiesite e-mail, sms, virals infotools direct mail aantrekkelijk, intelligent, open, Q&A inspirerend transparant, game infotainment leuk discussie brochures customer relationship producten management duurzaam, bevredigend, helpdesk loyaal, lonend creatief, innovatief diensten acties eigen profiel incentives customizing formules upselling transacties cross-selling
  • 50. eindwaarde MGM- lidmaatschap/ actie Duurzaam- aandeel beloning heid 24% - 3% nieuwsbrief promoti Conversie e proefgebrui incentive k 35% - 6% 41% - 15% site beurs, Begrip/voorkeu infotool event r q&a brochure (e)DM PR Awareness online marketing 0% - 76% massa rtv, print, outdoor doelgroep + mindset + media/kanaalgebruik
  • 52. THANK YOU Henk Terol Henk.terol@admarcom.com Tel: 0031 75 6123987 M: 0031 654977703 Website: http://www.admarcom.com