沃达丰案例.ppt

Total Brand Management Best Practice inGlobal Brand Management - Vodafone Case China Mobile, Hainan, October 30th 2003 Our Destination Our Task To provide Integrated Solutions for Vodafone To provide Overall global co-ordination - All WPP companies report and co-ordinate, and pitch for new business through the Central team - The Central team includes all disciplines (advertising, CRM, design, research) To drive greater marketing efficiencies To help build a truly global brand through greater cross border co-operation, synergy and sharing best practise To help Vodafone unlock the consumer insights and strategies that will drive the business forward To do so across markets - Vodafone is a global company and wanted a global solution To do so with rigorous discipline, process, tools and effective measurement To do so by using the best local WPP resources... Team Vodafone: Added Value BPRI Enterprise IG Headlight Vision J Walter Thompson JMRB Millward Brown What we have achieved so far Strong local relationships – Strong global relationships Continuous feed-back to both local and global clients Efficient and effective co-ordination of resources Financial reporting and monitoring production costs with markets On-going creative updates and sharing of materials Effective local and global status reporting and knowledge Design and implementation of consistent on-going system of business and brand performance measures across all markets. Reciprocity, rare in our business Vodafone is now a top 20 WPP client WPP is a top 6 Vodafone client What we have achieved so far What we have achieved so far Integrated Solutions - Not Advertising Driven Global Advertising and CRM Global Sponsorship Retail Design Packaging Corporate Social Responsibility Managing the world’s largest brand migration The Launch of Vodafone Live! Vodafone live! launched consistently across 9 markets Background: General Eircell (the predecessor of Vodafone) was serviced by two advertising