AUPRES The Rejuvenation Journey方案报告完美版.pdf

Rejuvenate The AUPRES Brand For The Modern Chinese Woman 11 May 2015 TBD Team intro Your debrief • AUPRES Re-branding Strategies and Key Plans - Brand color - Counter renovation - BC styling - Product package - Ads, esp. Brand visual Key visual • 2016 Moisturizing Product Campaign - Consumer Insight - Key visual Agenda • Brand rejuvenation strategy: AUPRES’ Big Ideal • Brand re-launch creative expression • The design philosophy of new AUPRES • The best-fit journey of AUPRES - Product - Relationship - Experience - Service • Action plan for the future AUPRES’ Brand Re-launch Strategy Stagnating sales as Chinese women don’t identify with our brand Product performance Price/promotion Product texture Identification with Service the brand 20% below category WOM average Drivers of brand advocacy vs. average of 12 competitor brands, p26, Agency Brief, BCG data Uncovering AUPRES’ best self from company, consumers, commentators Beauty RD expertise in high quality consultant 5000+ Chinese products fit to companions skin types skin needs caring, gentle, sincere, listening, elegant, dedicated, thoughtful subtle