文稿2015 rv dermalift媒体计划mindshare media plan.pptx

2015RVDERMALIFTMEDIAPLANMINDSHARE201527thJULY

BriefRecapBusinessObjectiveBoostRVtotalgrowthSustainRVtotalfranchisegrowth(Y15RVtotal+6%)MarketingObjectiveSustainthepillargrowingkeepbuildingAAsuperiorityRecruitnewtoRVfranchisefromcompetitorsMaintaintheloyaltyandenhancethelinksalesbasketsizeforexistingmemberBarriersAlwaysleveragehigh-techorientatedtoneandmannertoenforcedcredibilitywithOLDRVFranchiseImageformanyyears,butweakofrecruitingnewuserstoexpanduserbase.OpportunitiesLeverageNo.1anti-agingproductsreputationandestablishhighawareness,infuseexcitementnewsof“centellaingredient”tostimulatepurchaseandrecruitnewusersRVAmbitionBringTTLRVandSCtostronggrowthin2015GainsharetomaintainNo.1SCbrandandNO.1AAposition

MediaObjectiveToreinforceproductawarenessofAAcredibilityandmodernizetheexistingRVfranchiseimage,andfinallyconverttopurchaseTargetAudienceCoretarget:female35-45;broadtarget:female25-45CampaignPeriodMainperiod:Spet.3-Dec.31Teaser:Aug.15-Spet.2(digital)CoverageNationwide35keytargetmarketsSolidifytopsalesmarketsdeeplypenetratetolowertiermarketsCampaignBriefRecapTotalCampaignBudget:91.7million

MindshareOriginalThinkingFramework

BUSINESSOPPORTUNITYMarketsituation,consumer,categorycompetitiveenvironment

Anti-agingPenetrationTrendDatasource:CNRS2011-2014;Target:Female;Question:usedhydrationproductsinlastyearTotalfemaleskincarekeepdecreasingmeanwhileanti-agingpenetrationpositivelyincreaseyearonyear

Anti-agingusage

Consumerswhoareawareofanti-agingisgoingyounger.

Olayandlocalbrandsarethekeycompetitors.Affinity%Anti-agingSkincareProductuserbyagegroupAnti-agingbybrandpenetrationDataSource:CNRSdata2014,usedAAproductlastyear.

Anti-agingPenetrationbyAgeGroupDatasource:CNRS2012-2014;Base:Female;Question:usedhydrat