在掀起成为一optimized chengdu test review 1208优化测试回顾.pptx

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2024-08-02 发布于广东
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在掀起成为一optimized chengdu test review 1208优化测试回顾.pptx

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SMIRNOFF

CAUSINGAREVOLUTIONINCHINATOBENO.1F08ChengduPressureTestReview

CONTENTSMARKETBACKGROUNDNEWCOMMUNICATIONPLATFORMSMIRNOFFBLACKPRESSURETESTINONECITYSMIRNOFFBLACKGROWTHMODELF08CHENGDUCALENDARF08PRESSURETESTKPIUPDATEINCHENGDUEXECUTIVESUMMARYKEYACTIVITYREVIEWAPPENDIXTOPOUTLETSROSFINANCIALS

CHINAMARKETBACKGROUNDVodkarepresentsonly3%oftotalNSVofInternationalSpirits,andChinamarketisstilldominatedbybrownspirit,suchaswhiskyCognacConsumersinChinaarebrandconsciousratherthanbrandloyal.Thehomogeneityofbrandpositioningreinforcesthis.SMIRNOFFcompetesinthesameconsumermotivationandchannelsegmentasalmostallotherinternationalspiritsincludingChivasRegalJW.Consumersarelookingforreasonstojustifychoice,beyond“onpromotion”Thereforetheprojectwassetupto:FindtheappropriategrowthmodelfortheSmirnoffbrand;Evaluatethebrand’spotential;and,helpdevelopacodeforgrowthfornationalroll-out.

Chineseconsumerinsight:Consumerswanttobeonthecurve,notbehind,notahead.LaunchCommunication:FunctionalMessage-World’sNo.1/MostPopularCreatesthesociallysafezonethatconsumersneed(ifitsalreadyNo.1inmustbegood–providesadisruptivemessageClearlyownablebySMIRNOFFRTB:PurestrengthtastetakingtheworldbystormHelpsdifferentiatebetweenvodkawhiskeyClearlyownablebySMIRNOFFasitistheglobalbrandpromiseTheChinesecharactersusedhaveabigimpact,theyareanewlanguageforspirits(andthisgivesustheopportunitytoownthem).Activities:CommunicationsofmessageSignatureDrink2.NEWCOMMUNICATIONPLATFORM

WhySmirnoffBlack:thereisagrowingbodyofevidencethatwouldsuggestBlackshouldbethecentreofgravityConsumer:Consumersbelievethatthepackismorepremiumandthatitisthepackthattheywouldexpectthebrandclaimtobemadeagainst.9source:WhatIfresearchMay2007)Financial:Itismorepro