电通提案案例英文版.pptVIP

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电通提案案例英文版.ppt

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电通提案案例英文版

Dentsu Campaign Case Study Contents 1. Marketing Goal and Issue Marketing Goal Market Background Marketing Issue 2. Brand Issue Brand Essence of Lipovitan Status of the Brand as Seen in TV Commercial Analysis Analysis of a Competitor’s TV Commercial – Red Bull Issue for Lipovitan Brand 3. Communication Strategy Communication Goal Target Audience for Communication Target Audience’s Perceptions and Behavior Perception Change Goal andExpected Behavior Overall Campaign Structure Creative Strategy (Content) Creative Strategy (Content) TVCF (Content) Print Ads (Content) Print Ads (Content) Print Ads (Content) Promotion Strategy (Content) Promotion (Content) Media Strategy (Means) Campaign Outline——TPCM模式 * Agency: Dentsu Inc (in the Philippines) Brand: Lipovitan Company : Taisho Pharmaceutical Category: Energy drink Area : Philippines Case: Campaign for increasing the No. 1 brand’s sales Campaign period : April ~ October 2000 Case study prepared : July 2002 3. Communication Strategy Communication Goal Target Audience for Communication Target Audience’s Perceptions and Behavior Perception Change Goal and Expected Behavior Overall Campaign Structure Creative Strategy (Content) TV Commercial (Content) Print Ads (Content) Promotion (Content) Media Strategy (Means) Campaign Outline 1. Marketing Goal and Issue Marketing Goal Market Background Marketing Issue 2. Brand Issue Brand Essence of Lipovitan Status of the Brand as Seen in TV Commercial Analysis Analysis of a Competitor’s TV Commercial – Red Bull Brand Issue for Lipovitan 1. Marketing Goal and Issue To further increase Lipovitan sales. (From client orientation) ●Market: Growing as a result of expanded sales channels The Philippine market for energy drinks in 1999 had grown to 560 million cases, from 533 million cases the year before. However, since they are relatively expensive and the drinking habit was not penetrated, they accounted for only a small portion of the non-alcoholic drink mar