edb and friends: reviving a mature brand through interactive online marketing
Post on 28-Apr-2015
97 Views
Preview:
DESCRIPTION
TRANSCRIPT
P r e s e n t
MM6016 Branding and Marketing Communication
29111311 Haidir Afesina29111363 Wirania Swasty29111384 Chairunnisa Mirhelina29111387 F X Kresna Paska29111398 Aqsa Adhiperwira29111400 Fajar Liem
*EDB and
Friends: Reviving a Mature
Brand through
Interactive Online
Marketing
Prepared & Presented by:
*
In Hong Kong 2001, a leading eye drop`s brand
position was threatened
The company is market leader in the world, and
have a pharmaceutical factory in Hong Kong
Hired Beyond Interactive to create one-to-one
interactive online marketing i.e. EDB and Friends
reposition & revitalization
EDB brand usage increased 24% after the campaign
97% of existing EDB customers become loyal
*
problems
• Eye drop usage was declining
• Brand image was outdated
• Core users had aged
objectives
• Reposition (younger audience)
• Rejuvenated brand image
• Establish brand preference
Challenges•Decrease of eye drop usage decrease sales volume
•Limit its function to only soothe sore, irritated eyes
•Lack of differentiation price war
•New target market i.e. young female (20-29)
*
Threat of new
Entrants
Threat of
Substitutes
Supplier
PowerBuyer Power
Rivalry
Competition
LOW
Price Sensitivity
Product Undifferentiated
Lots of supplier (raw
material)
Low switching cost
Dominated by Worldwide brand
LOW
LOW HIGH LOW
3 Big brands
(Murine, Eye Mo, Optrex)
“The market is attractive, small growth but
profitable”
No substitutes
*
* Market research
* Media Types & how they used it
* Online usage: highest target composition rate
* 100% of target group used e-mail
* Online as most effective & efficient channel
* Brand message changed
The Emotional Hook
Health conscious
Look good & confident
Feel accepted
Issue: How to satisfy to be popular & charming?
Objectives: Created a strong incentive
Created one-on-one communication
(demographics, brand usage, perception)
*Old New
Target Women Young Female
Age 30-39 20-29
Profession Educated
Professional
Educated
White collar professional
(OL/office ladies)
Media
Promotion
TV
Print, POS, on pack stickers
shelf stackers
Online interactive
Female oriented web
Focus Existing Customer Both of existing and new
Customer
“Functional benefit Emotional benefit”
*
Intr
oducin
g N
icole Embodied
the brand‟s new image
Websi
te Interact with customers: build brand equity
Gam
es
n N
am
es
Friendly way to reach target segment
Concurr
ent
mark
eti
ng
Str
ate
gie
s
Offline campaign & loyalty program
*
Prepared & Presented by:
CTV, NEWS, MTR
Online
Radio
CableETV
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0% 5% 10% 15% 20% 25%
Potential Reach
Target
Composition
*
*After survey result show target market online usage
ranked the highest for penetration
*100% used target market use email
*Past experience (TV commercial, stickers) only reach
limited population
*Responded react positively with email
*Email can approach multiple level of friends,
community
*
Problem
*Customer has no brand preference
*Price sensitive (no difference in brand)
*No emotional connection
*No psychosocial benefits
*No relationships for long term-sales
*No loyalty programs
*Primary customer were aging
*Product used to soothe sore eyes
*
*Gained customer information
*Track information
*Demographics
*Brand usage
*Perception
*Acquire customer permission to send them personalized
media with customize content base on their preferences
*Reduce purchase barrier
*Reduce usage barrier
*Emotional Hook
*
Website for customer and potential customer
Email sign up, register on the website
Get permission from customer Send personalize media based on behavior
Cast emotional hook by interacting with customer
Enjoy long term sales
*
BENEFITS
*Gained customer perspective
*Reduce usage barriers
*Create customer database
*Build ongoing relationship with target group
*Create instant „Buzz‟
*Referrals
*
One to One Marketing
Nicole
Customized content
Emotional hook
Build database
Brand Revitalisation
Online Advertising
Games
Interactive media
forum
Re-positioning
Younger target
Lifestyle
habits
*
*Games developed several theme (karaoke, dinner, date,
interview, travel)
*The games theme evolve around target market‟s real social
situation.
*Give consumer ideas on product knowledge
*Monthly prize advertising
*Loyalty program that make customer keep visiting the website
*Nicole (Virtual Person) as brand ambassador
*Cheap and give room to be creative
*Real person, not celebrity, can related
*
*EDB Friends use website to segment consumers
*To customize email content
*Learn customer behavior
*Give free sample to new customer (non-edb)
*Complete survey to get 10% bonus at HMV
* Get broad range of customer, HMV is a music store
* Cross promotion
*Loyalty programs
*Send Empty pack to win draw monthly
*
*EDB brand usage increase 24% while competitor decline
*Successful to grab non-EDB users
*EDB customer increased usage
*97% of existing customer would buy the product again
*Win Awards (Beyond)
*Best business to consumer website (HK4A‟s)
*Best integrated campaign(HK4A‟s)
*Best beyond the banner(HK4A‟s)
*Best online campaign(HK4A‟s)
*Best consumer marketing (Revolution Magazine)
top related