ZIPPO打火机提案2

PartII:AgencyServiceRecommendationThesuccessfulmarketing/communicationcampaignsofGreyGlobalGroupBeijingthattargetsonthe“Young&Hip”segments1,PortfolioofCommunicationProgramstoYouthMarketCase#1,KangshifuIceTeaBackgroundAnaverageiceteaproduct,alineextensionfromtheleadinginstantnoodlebrand“Kangshifu”(MarsterKon),muchlaggingbehindkeycompetitorPresidentCommunicationStrategyLeveragethepowerofyouthcultureandpopularidolto“break”fromtheconservativeandaveragebrandimageCommunicationIdea“CoolPower”,representedbypopmusicstarRenXianqiExecutionConsistentthematicadvertisingbyRen,froom2001-2003Eventmarketing:concerts,roadshow,fangathering,campuscompetition,etc.Retailmarketing:POSM,luckydrawsInteractiveprogram:minisite,onlinegames,emailmarketing,etc.ResultsIn2001KangshifuIceTeaquicklyrosetomarketleadershipContinuoussalesgrowthin2002and2003