雪碧市场行销企划案.pptVIP

Sprite Activation Program 目标 为新品牌市场定位提供依据 与雪碧核心品牌个性相符 创造显著的市场影响力 在原有雪碧音乐聊天节目与露天NBA秀活动基础上，创造其他形式的活动 新的市场定位点 雪碧，解渴够爽；无需花巧 本来简单的事情用不着把它复杂化。喝汽水也一样，何必太多花巧，道理连篇。雪碧的柠檬口味，爽劲透心；透明的外表，晶亮凉快。带来彻底的舒爽感受。其实喝汽水解渴够爽就好。 雪碧品牌个性 勇往直前 独立 值得信赖的伙伴 诚实 充分自信，做自己的选择 令人舒适 社会化 雪碧产品特性 恢复体力，令人精神爽快 令人镇静 晶莹剔透 气泡足 清凉解渴 柠檬口味 天然 注意事项 由于创意概念 “ 不要大惊小怪，勇往直前” 尚未形成, 本建议之创意是基于品牌一贯态度及其自身属性。 本次活动是以事业有成的著名人士还是以个性鲜明的人物为中心，将大大影响节目单的设置。 推荐方案 历险记 忠诚节目 无添加剂家庭竞赛 室内幸运划板跳台 室外跳跑 雪碧绿色活动 历险记 节目方案 总体方案 全国范围内实施 三个等级的促销方案 可靠的媒体伙伴进行炒作，加强新闻报道。 巡回赛 预先设置一起点与终点 提供所有必需品给侯选人 侯选人自行设计完成他们的路线 The Program Channel Specific Recruitment centers at outlets Redemption centers during level two Conduct mini parties during level three Logistics Level One: Instant win - free Sprite Recruitment with proof of purchase in target channels mail in self description and how you fit into the tour Set up collection boxes at retails to collect Level Two: Premium redemption with proof of purchase Candidates selection for the tour Logistics Level Three: Adventure Tour TV/Print Coverage Mini Parties conduct at different channels surprise visit by program MC interactive games on spot Loyalty Program The Program Overall Mechanics City level execution Point accumulation mechanics Products for redemption Tailor made high quality merchandise based on “NO FUSS” ideas clothing home essentials bathroom essentials stationary etc Farm trip Resort trip The Program Channel Specific Redemption center Display corner roadshow Theme parties in night outlets based on transparent theme Logistics Level One: Instant win - free Sprite Ring Pull collection ring pull printed with different values, consumer accumulate ring pull value to redeem their favorite merchandise Level Two: Merchandise redemption Merchandise display roadshow Simple No Fuss Home Contest The Program Overall Mechanics Nationwide execution Consumer to sent in their home setting photos Invite famous interior designers to judge Channel Specific Retail level sales promotion Lucky