Learn more how to embed presentation in WordPress
- Slides
- 22 slides
Published Jan 8, 2013 in
Business & Management
Direct Link :
Copy and paste the code below into your blog post or website
Copy URL
Embed into WordPress (learn more)
Comments
comments powered by DisqusPresentation Slides & Transcript
Presentation Slides & Transcript
YUN CHENG ÔÕYunÕÕ means sunshine in Chinese I hope to make everyone happy, so I become humorous I am strong, because I experienced failure and got over it I believe If only I try my best to do works, any result is worthy
! What do I like ? MUSIC Soul, R&B, Blues, British rock, Pop SPORTS Biking, Badminton, Aerobic, Walking, Swimming, River Trekking BOOK A Year in the Merde , Running with Scissors, Girl with the Dragon Tattoo ACTOR Catherine Blanchett , Scarlett Johansson, John Depp
What do I have ? PASSION I enjoy talking with consumers and asking them questions. I am curious about their behaviors and desires. ABILITY I am a good listener and planner. I always analyze and organize things well, and provide thoughtful thoughts. DETERMINATION I studied and worked in marketing field. I devoted myself to the works and took them very seriously. I believe no pain no gain. KNOWLEDGE Everyday, I spend an hour to read global marketing and new technology news. I often browse on YouTube so that I can know popular topics.
What did I do? Target Audience Analysis ¥ Digitally Focused Brand Analysis ¥ Discussion Guide Segmentation Study ¥ Creative Brief ¥ Brand Situation Analysis Media Plan ¥ Competitive Analysis ¥ Creative Thinking project STOW Analysis ¥ Brand Extension ¥ Visual Storytelling (video)
Supermarket Advertising - Axe body spray Yun Cheng, 2012/4/ 4 Although Axe is currently using online, print, video and social channels to catch young males, advertising at supermarket s can be a supplement to support Axe Õs current media channels . I n - store advertising will remind consumers of the brand effectiveness and stimulate people w ho are already in a spending mindset to add one more item to their shopping car t s . Because of its potential to reach consumers who can immediately make a purchase, I recommend that Ax e pursue in - store advertising. In the following paragraphs , I provide three support points, based on Simm ons data from Axe Õs current purchasers, to s uppor t my recommendation. Anarchy is the most recently product that Axe launched and marketed towards both males and females. However, a fter looking at Simm ons data , I found out only 6% of Axe users are women , the rest of them are men, especially young man, whose ages range from 18 - 44. M ore over , AxeÕs primary buyers are female , whose ages range from 25 to 54 , and probably are moms and wives . This is also true for many of AxeÕs competitors. In 2011, Old Spice launched a series of commercial s that appeal ed to women rather than men. These commercials remind us that while men are the users of Old SpiceÕ s body spray s , women play a key role in influencing their significant others Õ decision s, and in the case of moms , are often the decision - maker when purchasing mal e body spray. This information presents an opportunity to advertise in supermarket s because women, especially moms , represent the biggest population of shoppers at supermarkets. According to Simmons, 52% of current Axe buyers frequently make spur - of - the - moment purchases. This suggests that in - store advertising can reach AxeÕs core target successfully . AxeÕs competitive pricing (body spray costs 5 dollars or less) makes impulse b uys even easier, as decisions require little complex thinking . Current in - store advertising at supermarkets includes brands such as Coca - Cola, Snapple, Pepsi an d more. These brands also feature friendly prices, further indicating that in - store advertisin g combined with competitive pricing become a powerful driver of impulse purchases. Axe Õs current buyers are more likely to spend a significant amount of time browsing in stores; in fact, 38% indicated that when they go to supermarket s , they have the patience to look around and read the advertising . T hey are treasure hunters , looking for novelty an d variety . I n - store advertising takes part in their hunting game and c reates a conversation with them in the moment that will make them feel more empowered when mak ing purchase decision s . Therefore, to support Axe Õs current use of various media channels , the brand should also advertise at supermarkets to attract attentio n and drive impulse purchases among its core purchase r s, women ages 25 to 45 .
Creative Brief - Nosis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reative Brief - Nosis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
LIVE GREEN Yun Cheng, 5/5/2012
Green Mission Reduce/Reuse/Recycle Alternative Energy Green Building Organics Core values Care About Communities & Environment Sell the Highest Quality Natural and Organic Products
Organic Foods Hybrid Cars Non-toxic Cleaners Energy-efficient Lighting Sustainable Furniture 54% of Americans consider green factors in the next furniture purchase Live Green
Features of Green Furniture Sustainable Materials rescue rain forests, global warming... Reclaimed & Salvaged Materials furniture longevity & reducing trash Localization save fuel & have relevance to community Few/No Toxins healthy aspect
Material Recovery Over one third of abandoned wood can reuse s
Workshops Refurbishment
We want to be involved in the products that we care about. This enables people to rediscover the value of the goods that they buy. ---Adweek We Empower Consumers to Make The Choice
Launch Whole Home stores Strategy 1 Reach out eco-friendly people Strategy 11 Target people who pay attention to home decor/design Tactic 1 Generate relevance to environmental issue (Hurricane Katrina) Tactic 11 Whole Food in-store display Tactic 1 Articles/Print ads on home magazine (Idea Home, Home and Design) Tactic 11 Furniture exhibition
New York San Seattle Portland Los
!"#$%#&'()*'+,(,&- )#.,/0 ' ! "#$!%&'$( ! )*+,*+-.. ! ! /&01!231!4&'!50614!407'!8!1#65'9!:$ ! ;6:#<:$!3$9!=0>0$(1:?03@A!B1! 3! ?: $1#7'6C!8!231! @::D0$(!5:6!3!( ::9!9'3@!:$!4&'!2'E104'A!8!1#65'9! ;6:#<:$ ! 50614 A! / &'!9'10($!:5!<3('! 1''7'9!50$'!204&!7'C!E#4!4&'!9'3@!231! E:60$ (!3$9!$:4!'31F!4:!50$9! :4&'6!9'3@1!4&34! 36'!$'36 ! 7F!36'3A! / &'$C!8!1#65'9! =0>0$(1:?03@A ! B4!7F!50614!(@3$?'C!8!4&:#(&4! =0>0$ (1:?03@!231!3!?:
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
Disc ussion Guide - Mom Õ s Culture Section I: Introduction Z Purpose: To establish background and contextual information. Placing the moms in their natural habitats. Getting information so we can place the mothers into their own mom subculture. Exercise: Word Association ! What are your names? ! Where are you originally from? ! What is your current martial status? ! How many children do you have and what are their ages? ! What do you do for a living? ( Working /Stay - at - home) ! What is your educational background? ---- WORD ASSOCIATION ---- Section II: Social Circles Purpose: To identify how mothers associate with and commonalities among the groups. ! Tell us about the people that you have contact with on a weekly basis. ! Which group do you associate most with and why? ! What kinds of pressure do you receive from others to act a certain way or do certain things? ! What do you like to do with your friends? ! Who do you get advice from? ! What kind of advice do you typically seek ? Section III: A Day in the Life Purpose: To see how mothers raise their children and what activities she does with (or without) her family. Stimuli: ÒMotherhood Is...Ó ! How do you interact with your kids? ! Describe dinnertime at your house. ! Describe a typical weekday morning in your house. ! Which extracurricular activities are your children involved in? ! How has your parenting style changed as your children grew older? ! What is ÒmeÓ time? How do you indulge or pamper yourself? ---- MOTHERHOOD IS... ---- Section IV: Values and Beliefs Purpose: To understand mothersÕ values and beliefs of parenting . Stimuli: ÒÒWant AdÓ ! What is one thing you would like to work on as a mother? ! What do you hold most important in raising your child? ! How do you discipline your children? ---- WANT AD ---- ! If you could change one thing about the way your child is being/has been raised, what would it be? ! What values do you hold that you want your child to have as well? Wrap - up Based on tonightÕs discussion, take five minutes to jot down different groups of moms. WeÕll discuss them.