isc marketing - example of holistic marketing strategy

All Rights ReservedCONFIDENTIAL

2008

Holistic Marketing Strategy


Mong

muốn

LợI

ích

Bằng

chứng

Tính

cách

Giá

trịO.W.EHuyệt

Tâm lý

Đối

tượng

Cạnh

tranh

Chiến lược

Retail /

Stand

Out

Shoppers

26-35

18-25

BE IN!

ME!

NOW!

New

ShoppingExperience

The

Cool Community

FPT

Is

Trustmark

Cool

Expert

The New

Hi-Tech

Lifestyle

Hottest


[IN]


Chuùng ta muoán trôû thaønh LoveMark[IN]


Love Mark is the power of brand built on emotional ideas.La Holistic is tool to bring ideas to life. Love Mark is to where we want to go.

La Holistic is the way to get there.


La Holistic Difference?

“Holistic Difference” laø caùch tieáp caän cuûa Publicis Worldwide

nhaèm ñöa ra phöông aùn toái öu ñeå keát noái Thöông hieäu vaø Ngöôøi

Tieâu duøng, treân cô sôû hieåu thaáu ñaùo caùc vaán ñeà truyeàn thoâng.

Phöông phaùp naøy döïa treân cô sôû raát ñôn giaûn “Caùi gì cuõng coù

theå chuyeån taûi thoâng ñieäp ñöôïc”. – Taát caû nhöõng gì moät

thöông hieäu coù theå laøm ñeå tieáp xuùc / ñoái thoaïi vôùi Ngöôøi Tieâu

duøng, aûnh höôûng tôùi thaùi ñoä cuûa ngöôøi ta tôùi Thöông hieäu

NHÖNG

Löïa choïn ñöôïc caùch tieáp caän “Ñaùnh Truùng Huyeät”

môùi laø vaán ñeà.


Integration vs. The Holistic Approach

Integration

Khi ngöôøi ta thaáy saûn

phaåm truyeàn thoâng, thì

coù veû nhö chuùng ñeán töø

cuøng moät Thöông hieäu

Ñôn thuaàn gia taêng “söùc

naëng” cuûa hình aûnh

thöông hieäu coù ñöôïc treân

thò tröôøng.

The Holistic Approach

Truyeàn thoâng tôùi ñuùng

nhöõng ñieåm chí maïng vôùi

ngöôøi tieâu duøng trong töøng

quaù trình caân nhaéc, mua,

söû duïng, vaø gaén boù vôùi

thöông hieäu.

Toái öu hoùa hieäu quaû cuûa

hình aûnh thöông hieäu

baèng caùch laøm cho ngöôøi

tieâu duøng CAÛM THAÁY raèng

ñaây laø thöông hieäu cuûa hoï.


Ba böôùc Holistic

Keát noái

Thöông hieäu

Hieäu quaû


The Holistic Thöông hieäu

Caùc vaán ñeà chính…

„ Muïc ñích?

„ Ñaâu laø Giaù trò Coát loõi cuûa Thöông hieäu ‟ Caùi “THAÀN”?

„ Xaùc ñònh - taàm nhìn laâu daøi cuûa Thöông hieäu ‟ seõ ñöôïc theå hieän

qua taát caû caùc keânh truyeàn thoâng?


Muïc ñích?

1. VEÀ LÖÔÏNG: Giôùi thieäu hình aûnh HOAØN TOAØN MÔÙI cuûa [IN]

ñaûm baûo möùc ñoä xuaát hieän (visibility) lôùn nhaát ôû möùc coù theå

Logo, nhaän dieän thöông hieäu;

Thoâng ñieäp cuûa thöông hieäu;

2. VEÀ CHAÁT: Ñaûm baûo caùch theå hieän cuûa hình aûnh nhaän dieän

vaø thoâng ñieäp [IN] roõ raøng, thoáng nhaát vaø phuø hôïp theo

töøng möùc ñoä khaùc nhau

Phuø hôïp vôùi ñaëc thuø cuûa phöông tieän truyeàn thoâng

Xuaát hieän ñuùng luùc, ñuùng choã nhaát


Caùc hoaït ñoäng cuûa La Holistic DifferenceBRAND FOUNDATIONall marketing inputs that provide the basic perception of the brand and its attributes / values

Temple

(Saûn phaåm)

Lôøi höùa cuûa thöông hieäu “Be IN!!!”

BRAND ROOFThis is the positioning of the brand in the hearts and mind of the consumer. It is what the brand stands for.

BRAND PILLARS The individual strategic business units (SKU’s) that contribute to the brands sales and business growth.

Internet

Customer Service

Mobile Laptops Network Portable

[IN] [IN] [IN] [IN]

[IN]

[IN]


Temple

(Truyeàn thoâng)

[IN]

BRAND FOUNDATIONThe creative tone, direction and execution

BRAND CORE EQUITYThis is the positioningof the brand in the hearts and mind of the consumer. It is what the brand stands for.

BRAND PILLARSThe legs thatcommunication should stand on to build the core equity

Caùc hoaït ñoäng cuûa La Holistic Difference

Lôøi höùa cuûa thöông hieäu “Be IN!!!”

BTL

ATL

Caûm tính:

Luoân môùi laï

Hieän ñaïi

Quoác teá

Treû trung

Saùng taïo

[IN]

[IN]

Lyù tính:

Saûn phaåm toát

Dòch vuï toát

Khuyeán maõi hay

Giaù hôøi

Luoân phaùt trieån

[IN]


Moâ taû

ñaëc ñieåmLôïi ích

Nhaân caùch

Giaù trò

Giaù Trò

Coát loõi

Ñaùp öùng moïi

nhu caàu cuûa

bạnNhiều lựa chọn

Thuận tiện , thoaûi maùi, yeân taâm

Thoâng tin, giaûi trí ngay khi mua saém

One-stop shopping for all

Mobile needs

Cool expert

Trẻ trung . Đam mê / Tự tin

Sáng tạo / Thách thức

Lôi cuốn / Hấp

dẫn/Hieän ñaïi /

Tinh

Hot

Thân thiện,

teáu

Vui

Hieäu quaû

Chính hãng

Chuỗi Cửa

hàng Thiết bị

Di động

ĐTDĐ

Laptop

SIM, số, thẻ DĐ

Bảo hành

Tư vấn / Chăm sóc / Hỗ trợ

Khuyến mãi Price Deals

Hiện tại

Chung niềm đam mê

Thành công

Luôn mới, luôn cập nhật

Cho bạn cảm thấy

luôn kết nối

Khám phá

Freedom

StyleSướng

Hottest


Nhieäm vuï

Taïo neân ñöôïc caùch tieáp caän “Holistic” ñeå theå hieän roõ

raøng Giaù trò Coát loõi cuûa thöông hieäu ñoái vôùi cuoäc

soáng cuûa Ngöôøi Tieâu duøng.

Cho neân:

Mang hình aûnh vaøo cuoäc soáng nhö theá naøo? Ñeå

laøm ñöôïc vieäc naøy, ta phaûi xaây döïng ñöôïc Cô sôû Saùng

taïo thaät ñôn giaûn vaø roõ raøng döïa treân Giaù trò Coát loõi.

[IN]

[IN]


Giôùi thieäu TABS Matrix cuûa Publicis…


The TABS Matrix

Territory

Taát caû nhöõng gì môùi nhaát, hieän ñaïi

nhaát, ñuùng ñieäu nhaát, saùng taïo

nhaát.

Base Delivery

Chuoãi cöûa haøng thieát bò di ñoäng

toaøn quoác cuûa FPT

Satisfaction

Luoân tìm thaáy ñöôïc taát caû nhöõng gì

HOT nhaát veà coâng ngheä cao

Association

Môùi laï / Khaùm phaù / Haáp daãn

Hieäu quaû / Hieän ñaïi / Taän taâm

You’re Always IN

Cô sôû saùng taïo cho thoâng ñieäp truyeàn thoâng cuûa thöông hieäu

Core competence:

How does the product work?

In essence, what does it do?

Product performance

What does it excel at?

How is it unique?

What emotional/cultural values

are associated with the brand?

What does the brand stand for?

What does it „own‟?

The Vision behind the Brand: What does the Brand stand for?

[IN]


YÙ töôûng saùng taïo seõ khoâng coù hieäu quaû neáu khoâng

ñöôïc ñöa vaøo cuoäc soáng moät caùch thaät hôïp lyù.

Caàn hieåu ñöôïc thaáu ñaùo Haønh trình cuûa Ngöôøi Tieâu

duøng vaø Tieáp caän hoï ôû ñuùng luùc, ñuùng choã nhaát.


The Holistic

Caùc vaán ñeà chính…

„ Haønh trình cuûa Ngöôøi Tieâu duøng:

„ Moät ngaøy trong ñôøi cuûa hoï?

„ Ñaâu laø ñieåm keát noái truyeàn thoâng vôùi hoï?

„ Khi naøo thì hoï deã nghe / hieåu / thaám thoâng ñieäp cuûa ta nhaát?

„ Ta tieáp caän hoï taïi caùc ñieåm keát noái nhö theá naøo?

Keát noái


Ñi / Gaàn

Ñi / Xa

ÔÛ / VeàDöøng / Ñôïi

Beänh vieän Tröôøng hoïc

Cô quan / Coâng sôû

Game / Chat / CafeNet

Traïm ÑTCC

Beán xe / nhaø chôø xe buyùt

Cöûa haøng ÑTDÑ

Trong taxi

Sieâu thò Ñieän töû

TV Theå thao

TV Thôøi söï / Thôøi tieát

TV Ca nhaïc / Giaûi trí

Baùo & taïp chí / Q.caùo

Baùo & taïp chí / baøi vieát

Ñieän thoaïi DÑ

InternetChat

Ñoà ñaïc / Trang phuïc

Chôi

Ngoaøi ñöôøng

Xe maùy

Traïm xaêng

Röûa xeGöûi xe

Xe buyùtCaét toùc Sieâu thò / Chôï

Quaùn nöôùc Quaùn caø pheâ Saïp baùo

Cöûa haøng

Maët tieàn OÂtoâ / Taxi

Quaùn aên

Nhaø ga / taøu hoûa

Saân bay

Nhaø Vaên Hoaù

Ñieåm Du lòch

Quoác loäBieån baùo ñòa phöông

Xe khaùch

Radio

Chuïp aûnh / Quay phim

Ñieåm keát noái


Pre-Launch

You will have to be [IN] to know…

Gaây ra ñöôïc söï toø moø cuûa ngöôøi tieâu duøng treû, veà

moät “coäng ñoàng” môùi naøo ñoù saép xuaát hieän, khieán

hoï phaàn naøo mong muoán trôû thaønh moät thaønh vieân

cuûa “coäng ñoàng” aáy…

Ñaït ñoä chuù yù cao nhaát coù theå, chí ít laø veà

location cuûa caùc cöûa haøng khai tröông ñôït ñaàu tieân.


Location BTLATL

You will have to be [IN] to know…

TV Teaser

Pop-up Teaser

Print Teaser

Construction Wrap

Signage Near Store Insertion Teaser

Mysterious Device

Pre-Launch

On different media 2 weeks before official launch date

Internet Teaser


Launch

You’re always [IN]

Caáp taäp, raàm roä, ñaït ñoä phuû treân dieän roäng ‟ Ñaûm

baûo Ngöôøi Tieâu duøng baét gaëp ít nhaát laø device [IN]

treân töøng böôùc ñi, ôû khaép moïi nôi.

Ñaït Ñoä Nhaän bieát cao nhaát coù theå.


Location BTLATL

You are always [IN]

Thematic TVC

Pop-up Programs

Print Programs

Unwrapping at one hour

Opening Event Transit

Streets

Launch

On Launch Date & 01 Month After Launch

Print Thematic

Web Launch

First-Month Events

Shop Displays

Shops

Others


Giai ñoaïn 2

Vaãn tieáp tuïc giöõ möùc ñoä xuaát hieän nhö giai ñoaïn 1

- Theâm caùc hoaït ñoäng chuù troïng tôùi thoâng ñieäp ñaït

tôùi chieàu saâu hôn.

Xaây döïng quan heä gaén boù hôn vôùi thöông hieäu.

You are always [IN]


Location BTLATL

You are always [IN]

Thematic TVC

Pop-up Programs

Print Programs

VMD Systems

Retailtainment

Launch

02 Months from Launch

Web Programs

Shopper Marketing

Shop Displays

Shops

Others

Community Web Launch

Transit

Insertions


Hieäu quaûThe Holistic

Caùc tieâu chí chuû yeáu…

„ Ñieåm Keát noái / Ñaùnh giaù / Hoaït ñoäng:

„ Hoaït ñoäng truyeàn thoâng taïi ñieåm keát noái coù phuø hôïp vôùi yù töôûng khoâng?

„ Ngoân ngöõ / noäi dung / yù nghóa?

„ Hình aûnh?

„ Coù tính xuyeân suoát vôùi yù nghóa thöông hieäu khoâng?


An Example of a Holistic Approach…


„The Halida TABS Matrix

TerritoryEvery moments of life that is worth to celebrate.

Base DeliveryA local beer brewed with international technology from Carlsberg, offering a smooth & crispy taste that everyone can enjoy.

SatisfactionAppealing of a fun cool guy (among drink mates) who has

always been inside you.

To celebrate moments of life with fun cool excuses

AssociationSociability / Celebration

ModernityFun / Enjoyment

Take-It-Easy Attitude


Outlets• Motorcycle

• Mobile Phone

• Electronics

• Furniture

• House ware

• Real Estates

• …

Got any solutions to “wash” the new bike?Worth to celebrate. Why not?


Bikewash

Bike wash here. “Wash” the newly washed bike at Halida.

Worth to celebrate. Why not?



Petrol

Station

The vehicle’s thirst quenched. How about yours?



Gotta go where you want to go.Billboard

No Sunburnt. No Rain.Bus / Taxi


Worth to celebrate. Why not?A cutie approaches you with a smile…

For a beauty just passing by…Free Halida tomorrow…Pls put the glass where it is to be…

Promotion Girl

Coasters



TET Plan:Step 1: Li` xi`.Step 2: Drink to celebrate.Step 3: Repeat Step 1, 2.

A grandeur TET Plan.Worth to celebrate. Why not?

Red Envelope



That’s handsome.

Know more new things everyday.

Barber’s Mirror

News Stall



TV pop-ups

Hot action / Achievement / Gotcha

• Game show “Wheel of fortune”

• Sports 360o

• Sports 24/7

• Game show “Who’s millionaire”?

• Movies / dramas


And more… and more… and more…Worth to celebrate. Why not?

Door-Open Sticker:A Hard Day Just Passed.

ATM:Still some amount in your account.Elevator:Up. Down. But you gotta be where you want to be.

Bus Shelter:Still something to be waiting for.

Menu:Order succeeded.

PG Activities:Quiz; Mini Billiards; Lucky Draws…

Light Box:Bottle is Bottomed.

Karaoke Screen:You got 40 points.You got 100 points.

Screen Saver (turn off):It’s time.

Key hanger / compass:The Sun still rises this direction.Oh! Here comes the North.

Lighter:Still has some gas.Time for a new lighter.


An Example of a real case study


2007 ‟ A brand new skyline

The launch of

THE SAIL @ Marina BayFor City Developments Ltd (CDL)


The brief

A truly world-class residential property

„ 70 storeys, 1,111 units - among the 10 tallest in the

world

„ Designed by one of the world’s top 5 architects

„ Situated in the heart of Singapore’s future waterside

city centre (Downtown @ Marina Bay)

„ Its outstanding design ( and location) will alter the

skyline of Singapore

Its iconic nature must make CDL pre-eminent ‟ in the

region as well as in Singapore

The agency’s launch work must exceed the brilliance of

the property!


Conventions of property marketing in Singapore

Sell on hard

attributes ‟ price,

amenities, land

tenure


Convention of property marketing in Singapore

Cliche lifestyle images ‟ happy faces, fashionable

couples, families of four, etc

Launch starts with placement of large print ads

and TV commercials


Our positioning set a new standard

TerritoryThe place to HAVE and to BE in the New Asia (Singapore)

Base Delivery70-storey residences and shops by Singapore’s new downtown waterfront centre, the heart of Hub of Asia, offering a 24x7 lifestyle

SatisfactionLandmark location, scale &

architecture

6-star inner city living combining

work and leisure

Integration with “emerald necklace”

Fantastic views – in the building that

makes many postcard out of date!

Huge investment value

A LANDMARK of new city living in new Asia

Association

International stature

High aesthetic quality

Outstandingly aspirational

Totally new lifestyle level


Our various target audiences

Potential buyers (local & regional)

• High net worth individual/ business leaders

• Top “DINK” professionals

• SOHO

• Locals & expats

Key opinion leaders in business, culture, F&B, tourism

and entertainment

Media – local and regional journalists

Government agencies – STB, URA


The making of the sales gallery

September to October 2004


Proposed Area for

sales gallery

The Old Custom

House

(Right by the

Singapore River and

stone throw away from

actual site)


Publicis team collaborated closely with the

client‟s architect and interior designer…


Art Gallery and

reception


Art Gallery and reception


Banker’s Room


Marketer’s Room


Marketer’s Room

- Tri-vision Panel


Scale Model Area/

Extendable Pole Displays


Bedroom Wall Posters


Options, Site Plans &

Facilities Wall Posters


Viewing Deck Wall Posters


Tower Poster


Bunters


Entrance

Billboard


OUH Banner


Directional

Signages


Project Signboard


Day Night


The name unveiling


The Ground Cover


“Soft” Launch


Venue ‟ Merlion Park

A landmark of Singapore

Waterfront ambience

Overlook THE SAIL


Launch of the Landmark – Private event with

public audience


Attended by over 300 guests and Media Reps


Full throttle start to the launch…


Pyrotechnics effects followed by a water screen and laser

display


Video featuring the architecture and character of Marina

Boulevard was projected onto the water screen


Pyrotechnics and Fireworks

Display

Finale - Spectacular 3 minute

fireworks display orchestrated with

music

Pyrotechnics were activated opposite the event

area- 1.2 km leading to the actual SAIL site


Reception


Entertainment


Official Launch


Ad Break ‟Mid November 2004

TV and print campaign supported by special publicity via

commercial flash


The follow-up campaign

Late November 2004


Outdoor – Day shots


Outdoor – Night shots


In summary, a truly holistic campaign

Sales Gallery message

management & display

PR Planning

Collaterals

Outdoor ambient

media

Radio

TV

Advertorial

Oversea road show

signages

Print Campaign

(Press & Magazines)

Soft launch event

Facilities perspectives

Commercial flash

Logo flash animation

Event water screen

video presentation

Animation flythrough

Outdoor advertising

Overseas launch ads

Marketing video

Directional signages

Site hoarding &

ground cover


The Results


The Results

(Phase 1 launch ‟ 550 units)

Night of the soft launch ‟ 15 units sold

Week 1 - >100 units sold

Week 3 ‟ 350 units (63%) sold

Week 9 ‟ 470 units (85%) sold


The Results

Revenue gain on THE SAIL

2004 (Actual)

Publicis Singapore ‟ S$1.25Mil

(>10% of total agency revenue)

Publicis Dialog Singapore ‟ S$98K

2005 (Projected)

Publicis Singapore ‟ at least S$500K


PR Coverage for Publicis

Marketing Magazine – Dec 2004


PR Coverage for Publicis

Singapore Business Review – Dec 2004


Xin caûm ôn!

isc marketing - example of holistic marketing strategy

Business

facilities

tat ca nhng

site plans

ung cho nhat

la holistic

truyen thong

ket noi

water screen