Skittles Gummi Launch Strategy Creative Prez彩虹糖新品—小彩蛋上市传播策略创意.pdfVIP

ckniles GUMMI LAUNCH GUMMI LAUNCH STRATEGY CREATIVE S T R A T E G Y C R E A T I V E PRESENTAT10N P R E S E N T A T I O N 2 0 1 9 . 1 2 . 1 3 | P r e p a r e d b y D D B G Z 2019.12.13 I Prepared by DDB GZ AGENDA AGENDA UNDERSTANDING YOUR BRIEF TO US UNDERSTANDING YOUR BRIEF TO US IDENTIFYTHE COMMS TARGET IDENTIFY THE COMMS TARGET · OUR STRATEGIC THINKING OUR STRATEGIC THINKING UNDERSTANDING OUR TARGET AUIDENCES UNDERSTANDING OUR TARGET AUIDENCES SORT OUTTHE PRODUCT USP SORT OUT THE PRODUCT USP - STRATEGICAND CREATIVE DIRECTIONS STRATEGIC AND CREATIVE DIRECTIONS CREATIVE · CREATIVE ■ DISCUSSION DISCUSSION UNDERSTANDING YOUR BRIEF TO US 梳理简报 梳理简报 BUSINESS BACKGROUND OBJECTIVE Skittles’ ambition is to become the dominant FC category leader. However, Skittles has achieved it in the chewy segment with over 50% importance. Gummi is the fastest growing segment in FC category while Skittles has no presence. Also Skittles is facing penetration drop due to lack of premium offerings to attract the growing premium buyers. attract the growing premium buyers. So in order to regain growth momentum, Skittles wants to launch a Gummi NPD to drive penetration in Gummi segment and premium buyer group. Gummi segment and premium buyer group. PORTFOLIO STRATEGY PORTFOLIO STRATEGY 营 一。 美喜虹业 大W! Chewy Gummi Product Gummi Product chewy Role Volume builderIncremental driver RoleVolume builder Incremental driver Drive penetration of SkittlesDrive penetration of gummi Drive penetration