3 Editing - 5000 Promotion - 10000 UGC Campaign - - - - 50000*2 - Total 1,626,800 71

1. Catherine Fabio Jessica Julie Kate Vanessa
Group

2. BUNNY

3. WHITE
RABBIT
STRATEGIC CONTENT PLANNING

4. INDEX
White
Rabbit
Introduction
Market Overview
Problem Identification
Targeting Customer
Planning
Strategy
Evaluation
Background
White Rabbit Brand
Changing Market
Main Competitors
SWOT
Customer Segmentation
Persona
Customer Journey
Business Objective
Product Position
Identify Content Types
Visual System
Project Schedule
Daily Maintenance
Seasonal
KPI
Budget

5. 1. Introduction
4
– Company Background
– Internal Brands Analysis
– White Rabbit Creamy Candy

6. 1.1 Company Background
5

7. Company Background
Guan Sheng Yuan Food Lit.
• Found in 1915
• One of China’s time-honored brand.
• Production: 20 categories with hundreds of varieties.
• Two Chinese well-known trademarks: “Guan Sheng Yuan” and “White
Rabbit”
• Rank 4th in the Chinese food industry with a brand value of 2.476 billion
• “Green, Borderless, Sustainable management”
6

8. 1.2 Internal Brand Analysis
7

9. Internal Brands Analysis
8

10. 1.3White Rabbit Brand
9

11. Brand History
1959: Gift for National Day
70s-80s
Only “Made in China” product
“Seven White Rabbit candies is equivalent to one cup of milk”
A bonus on the wedding tables
Gift for national gusts in 1972
1993
One of the first Chinese well-know brands
Up to 2005
14.6 billion in China and sold in more than 50 countries.
10

12. Why?
• Good quality and rich taste.
• Reasonable Price
• Less competition
• The rabbit image is very cute and highly recognizable.
11

13. White Rabbit Brand
12

14. 2. Market Overview
13
– The Changing Market Condition
– Main Competitors
– SWOT Analysis

15. 2.1The Changing Market Condition
14

16. The Changing Market Condition in the late 90s
Brand
competition
phase
Overall sale
rising； Profit
sees decline.
Expand
advertising
and change
strategies.
Foreign
brands take
hold.
Function
Appearance
Health
15

17. The Changing Market Condition in the late 90s
Brand
competition
phase
Overall sale
rising； Profit
sees decline.
Expand
advertising
and change
strategies.
Foreign
brands take
hold.
Function
Appearance
Health
16
Flourished milk market
made “milk alternative” no
longer a selling point for
this creamy candy.

18. The Changing Market Condition in the late 90s
Brand
competition
phase
Overall sale
rising； Profit
sees decline.
Expand
advertising
and change
strategies.
Foreign
brands take
hold.
Function
Appearance
Health
It enters a new marketing age
in which brand, product,
channel, terminal, PR, ad,
promotion .etc should be work
together. Digital marketing is
becoming a big win.
17

19. 2.2 Main Competitors
18

20. The Major Candy Manufactures
箭牌 德芙 ⼤大⼤大 阿爾卑斯 徐福記 ⼤大⽩白兔 ⾦金絲猴 喔喔 荷⽒氏
Sale Amount/Mio 1235 691 416 388 379 327 318 301 235
Info from:
Main
Competitors
Creamy
candies
Xu Fuji WoWo
Golden
Monkey
Substitute
goods
Chocolate Hard candy Crispy sugar
Chewing
gun
Mint
19

21. The Major Candy Manufactures
箭牌 德芙 ⼤大⼤大 阿爾卑斯 徐福記 ⼤大⽩白兔 ⾦金絲猴 喔喔 荷⽒氏
Sale Amount/Mio 1235 691 416 388 379 327 318 301 235
Info from:
Main
Competitors
Creamy
candies
Substitute
goods
20

22. 2.3 SWOT
21

23. SWOT Analysis
Strengths !
High quality, good flavor. !
High-brand recognition. !
Consumer loyalty
Weaknesses!
Food security !
Single-function!
Channels lack novelty !
Lack publicity and sound end-marketing system!
Aging brand and product
Opportunities !
High potential of Chinese candy market,
the sweet demand is high.
Threats !
Fierce competition.
Food Security: It was involved in the 2008 Chinese milk scandal where dairy products in China
were tainted by melamine. As a result, they were taken off the shelves all over the world. They
returned in 2009 and are now made with milk from New Zealand.
22

24. 3. Problem Identification
23

25. Problem Identification
• The old-fashion brand image
• The aging loyal customer
• The lack of publicity
• The lack of digital promotion
• The poor distribution channels, end-marketing system
24

26. 4.Targeting Customer
25
– Customer Segmentation
– Persona
– Customer Journey

27. 4.1 Customer Segmentation
26

28. Customer Segmentation
• Main Customers:
– Post-80s: married (with children), buy snacks for her family especially
kids, so she pays attention to the quality and brand.
– Post-90s: high-educated or workplace newbie, choose snacks at will.
• Potential Customers:
– Post 70s
27

29. 4.2 Persona
28

30. !
Quick Stats
Age: 28!
Marital: Married (with
children)!
Occupation: HR staff!
Location: Guangzhou
Linda WANG (Post-80s)
“I used to eat white rabbit when I was young, and really
miss the precious flavor in my memory, and I will choose
it for my child if it's good as before.”
!
As a young lady who grown up in 1980s, Linda used to eat white
rabbit when she was young. At that time, white rabbit candy was
very precious and became the dream gift of every child. Now, she
is not that interesting in eating sweet, but still miss the flavor of
white rabbit in her childhood memory.!
!
Linda has her own family, and she is responsible for picking up
the proper snakes for her children. When choosing food, she
especially cares about quality.
Consumer Goals:
Buy snacks for her
family especially for
kids;!
Pays much attention to
the quality and brand
reputation.
Sensitive orientation
Low High!
Price !
Taste !
Quality !
Interest
29

31. !
Quick Stats
Age: 21!
Marital: Unmarried !
Occupation: University
student!
Location: Beijing
Emily ZHANG (Post-90s)
“White rabbit was the accompany through my whole
childhood, it's really a part of my memory”
!
Emily is a high-educated girl who was born up in 1990s, when
white rabbit was a trend among her peers. She often received
White rabbit as new year gift form elder
friends, she could always found white rabbit as a snake for
servicing guest.!
!
Now, many new and fashion candy brand emerged, which attract
most of their interest. But the memory of white rabbit is still fresh,
and she would like to taste to recall her childhood memory.
Consumer Goals:
Buy snacks casually to
eat while using the
computer or reading;!
Easily attracted by
candy’s taste and
wrapping.
Sensitive orientation
Low High!
Price !
Taste !
Quality !
Interest
30

32. 4.3 Customer Journey
31

33. Customer Journey
Awareness
32

34. Awareness
Comparison
33
Customer Journey

35. Awareness
Comparison
Action
34
Customer Journey

36. Awareness
Comparison
Loyalty
Action
35
Customer Journey

37. 5. Planning
– Business Objective
– Product Positioning
– Visual System
– Product Schedule
– Identify Content Types
36

38. 5.1 Business Objective
37

39. Business Objective
• Brand loyalty
– Nostalgia marketing
• Re-branding
– Change old-fashion image to leisure, fashion, young, cute“萌”
• Channel building
– Online/offline
38

40. 5.2 Product Positioning
39

41. Product Positioning
• 80s, 90s
• Nostalgic card
• Refresh brand impression:
40
Fashion
YoungPositive Energy !
Delicacy Quality

42. 5.3Visual System
41

43. Visual System
42
• “萌” must be the key element of the visual system.
• Keep red, blue, white and a little black as the color scheme.
#1E93DC
#FD838C
#FFFFFF
#615F5C
Color Scheme

44. 5.4 Product Schedule
43

45. Product Schedule
5 6 7 8 9 10 11 12 1 2 3 4
Weibo √ √ √ √ √ √ √ √ √ √ √ √
Douban √ √ √ √ √ √ √ √ √ √ √ √
Wechat √ √ √ √ √ √ √ √ √ √ √ √
Seasonal Promotion!
PPadvertising
√ √ √ √ √
Offline campaign √
Online campaign √
44

46. 5.5 Identify ContentTypes
45

47. Identify ContentTypes
46
Classification Content
Tangible
White Rabbit Creamy Candy pack
3 Rabbit
Rabbit guy
Intangible
Visual system
White Rabbit style of writing
Posting and interacting (forwarding, reply) with fans on social media
(Weibo, Wechat and Douban)
White Rabbit Commercial
Offline campaign: video of rabbits guy
Online campaign: UGC

48. 6. Strategy
47
– Daily Maintenance
– Seasonal Promotion

49. 6.1 Daily Maintenance
48

50. 49
Weibo Maintenance
• Type 1: Raising Rabbit Diary

51. 50
Weibo Maintenance
• Type 2: Daily reminder content

52. 51
Weibo Maintenance
• Type 3: Follow up hot topics

53. 52
Weibo Maintenance
• Type 4: Interact with users

54. Wechat Maintenance
• A customization service platform
!
• Type 1: Content push
• Type 2: Online auction
• Type 3: Topic-oriented collection
• Type 4: Customization service
• Type 5: Offline activities forecast
53

55. Douban Maintenance
• The platform to bridge between online
and offline activities
• Sections:
– Group (⼩小組)
– Activities (同城活動)
– Collection (東⻄西)
!
• Type 1: Topic discussion
• Type 2: Photo collection
• Type 3: Reminiscence Party
• Type 4: Seasonal offline campaign
54

56. SEO
1. Technical Strategy /2. Content Strategy /3. Linking Social Strategy
Search Engine
55

57. • Paid Search-Baidu
– Baidu search engine, the most frequently used engine in China
– An efficient and fast way to accomplish “top” goal.
– PPC (pay per click)
– Key words or phases “奶糖”、“原味奶糖”“好吃/受欢迎/奶糖”
– PC and mobile optimization
Search Engine
56

58. 57

59. 6.2 Seasonal Promotion
58

60. Seasonal Promotion
Candy market shows a significant seasonal variation.
Seasonal promotions: one advertising plan and two mini-campaigns
September October November December January
Site
59

61. Advertising
• Customers’(80s, 90s)online behaviors
• Active times
• We focus on video website, online retailer, online local community
60

62. September:
Local communities and websites like “⼲⼴广州妈妈论坛”, “重庆吃货”etc.
October and January: (mid-autumn festival and Chinese
Valentine's Day and spring festival )
Video websites like “sohu.com”“youku.com”“百度影视”
November and December: (“1111” day )
Online shopping sites including Taobao, Jingdong, 1haodian, etc.
Advertising
61

63. 广告剩余 10 秒
62

64. 大白兔奶糖
熟悉的味道
63

65. Rabbit Disappear!
• Process:
– A rabbit guy will throw white rabbit candies at passerby, and runs away
quickly.
– Shooting materials will be edited into an amusing video for further
online diffusion.
• Goals: Create a buzz event for white rabbit
– Video and topic materials for online attention.
– Funny but cool feeling: suits good to white rabbit’s brand positioning
64

66. Rabbit Image UGC
65
• #play the rabbit# (#玩壞這隻兔⼦子#):
– encourage people to re-create the familiar image of white rabbit.
• To enlarge the influence of the campaign:
– Material rewards
– Pay KOLs to repost
• We want the re-creation to be funny, cute, humorous, and even of
heavy taste:
– Entertainment culture, make fun of serious things
– Refresh the brand image: playable, young, easy-going

67. Rabbit Image UGC
66

68. 7. Evaluation
67
– KPI
– Budget

69. 7.1 KPI
68

70. Project KPI
Daily
Maintenance
Weibo
1. New followers amount:
2. Forwarding amount:
3. Comment amount：
4. Like amount
5. Visit amount
6. Exposure
Wechat
1. New followers amount
2. Customized package order amount
3. Interaction amount
Douban
1. New followers amount:
2. Forwarding amount:
3. Comment amount：
4. Party participation amount
5. Sentiment
Baidu Ranking
Seasonal
Promotion
Online advertising Commercial rate
Offline campaign event
1. Participation amount
2. Sentiment
3. Media coverage
Offline campaign video
1. Click amount
2. Unique visit amount
3. Time on site
4. Comment amount：
Online campaign
1. UGC amount
2. Topic label #play the rabbit# amount
Sales Seasonal sales 69

71. 7.2 Budget
70

72. Time Sep Oct Nov Dec Jan Feb Total
Personnel 150,000
Salaries 5000＊5 5000＊5 5000＊5 5000＊5 5000＊5 5000＊5
Daily Maintetance 127,800
Visual system design 6000 ﹣ ﹣ ﹣ ﹣ ﹣
Weibo Rabit feeding 300 300 300 300 300 300
Wechat Customized gift package ﹣ 100*10 100*10 100*10 100*10 100*10 5000
Douban Reminiscence party ﹣ 5000*3 ﹣ 5000*3 ﹣ 5000*3 45000
SEM Baidu 20000 20000 20000 20000 20000 20000
Seasonal Promotion 1,348,000
Advertising
Local community
gzmama.co
m
50000 ﹣ ﹣ ﹣ ﹣ ﹣
cqsq.com 50000 ﹣ ﹣ ﹣ ﹣ ﹣
Video website
Youku.com ﹣ 200000 ﹣ ﹣ 200000 ﹣
Sohu.com ﹣ 100000 ﹣ ﹣ 100000 ﹣
iQiyi.com ﹣ 100000 ﹣ ﹣ 100000 ﹣
Online retailer
Taobao.com ﹣ ﹣ 80000 80000 ﹣ ﹣
1haodian.co
m
﹣ ﹣ 60000 60000 ﹣ ﹣
nuandao.co
m
﹣ ﹣ 40000 40000 ﹣ ﹣
Offline campaign
Event
Beijing ﹣ 20000 ﹣ ﹣ ﹣ ﹣
Shanghai ﹣ 20000 ﹣ ﹣ ﹣ ﹣
Guangzhou ﹣ ﹣ 20000 ﹣ ﹣ ﹣
Shooting ﹣ 1000＊2 1000 ﹣ ﹣ ﹣
Online campaign
Meterial rewards ﹣ ﹣ ﹣ 12000 ﹣ ﹣
Reward ﹣ ﹣ ﹣ 1000＊10 ﹣ ﹣
Image design ﹣ ﹣ ﹣ 3000 ﹣ ﹣
Total 1,675,800

73. GROUP
BUNNY
Thank You For Your Time
72