最新版ogilvys绝对实用.ppt

Contents 1. Our presentation to you 2. The creative work 3. The team and the costs 4. Ogilvy Worldwide Credentials 5. Relevant case studies The Opportunity Ford Motor Company Launch a card that will provide incremental sales, deepen customer loyalty, and develop relationship marketing platform and data collection tool The Card Customer identification Transaction data for customer insight Rewards to influence behaviour Loyalty to enable cross-sell What we’ve done 1. GM Card launch 2. KAE research 3. Research International 4. Conducted UK consumer research 5. Taken the idea to the key markets 6. Goldfish launch 7. Crash course in the Ford brand 8. Visited the dealerships 9. Globalbeach 10. Next C The Problem Who needs another card in their wallet? ?Rationalise ?Choice Who wants another loyalty scheme? ?Burden ?Time Is there room for another player? ?Not possible ?New entrants How valuable are loyalty cards….? All the Mintel research we have shows that loyalty schemes do not work (Mark Price, Marketing Director, Waitrose) We asked consumers why they were loyal and they said price, range and service. Loyalty cards didn’t feature (Verdict Research) They’re very,very expensive…you have to charge the customer for it (William Morrison, Chairman Morrison) We would need to see sales uplift of 1-1.5% to offset the investment in the Clubcard (Lord Maclaurin, Tesco) Loyalty is a like a danceathon where everyone feels they must participate and no-one dares to be the first to stop (Marketing) Our consumer research shows that shoppers want value today, not points tomorrow (Superdrug) The Market Status... The UK 80 cards in 1990. Today - 1400. Credit Card spending doubled - 4 years 0.5 cards per head ￡1,500 per card Dominated by Barclaycard and Lloyds/TSB The Market Status... Loyalty/rewards schemes have become increasingly important…non bank competition will increase as the likes of Sainsbury’s cards and other retail schemes take off Res