【白金会】【提案】NestéRichSymphonypromotionCampaignPan-Fina-20150427(微信：Xboxun2017)

TitlesubtitlePresentedbyBlueFocusDigitalBeijing,April2015CatalogueBriefRecapMarketingAnalysisJuneEventObjectiveTargetAudienceBehaviorBigIdeaStrategy&TacticsCommunicationsTeamStructureBriefRecapAccelerateTrial&Awarenessbuilt-upEnlargethemarketshareCreateNescafétalkability,re-announceRichSymphonyexclusivityine-Commerce2014Double11(Nov)Tmallpre-launch2015CNY(Jan)Movieco-op2015ChannelExpansion(Mar)JD/YHD2015FoolishDayTrial(Apr)RichSymphonyBIGEVENTCrosschannelOn-lineconsumerengagementProgram2015JUNE4MarketingAnalysis*Source:Chnbrand,2015ChinaBrandPowerIndexNESCAF?MarketEnvironmentNESCAF?firstlyintroducedinstantcoffeeintoChina’smarketinthelastcentury;No.1instantcoffeebrandamongChineseconsumers*;Astheworld’sleadingcoffeebrand,NESCAF?takesthetopspotinbothretailande-Commercemarket(offline76%;e-Commerce26%)StrengthThebrandin