【AQUA绿水数字】斯凯奇D'ites2上市沟通方案72P

SKECHERSD’lites2COMMUNICATIONPLANPresentedbySTRATEGYTHINKING1ReviewHighlightsMarketresponsewasextremelyhot.apidRPopularSoldoutrapidlybecauseofthecelebrityeffect.2013201420152016CONCERND’lites1’ssalevolumeisdecreasingfrom2013tocurrent.以明星效应成功突破市场也被此局限了传播范围传播缺少延展性CONCERNAwarenessPurchaseIntention17-19:91%20-24:87%17-19:33%20-24:25%知名度和购买意向两者相较于其他竞争产品处于不平衡的状态明星效应韩流其他CONCLUSION过于侧重于明星款鞋子缺少延续沟通鞋子功能而缺少后续其他消费者的关注成功获取目标消费者的关注并且购买及拥有D’lites2在升级后要怎样在成功的明星效应基础上提高它的传播延续性使其持续”爆款”热度打造“WanttowearWanttoown”OurChallengeCaseReview明星效应饥饿营销极简行业意见引导故事2WhatD2bringstoourTargetedConsumers?D’lites2功能诉求CurvyLineDesignAirCooledMemoryFormD’lites1HeritageTrendyStyleD’lites2功能诉求CurvyLineDesignAirCooledMemoryFormD’lites1HeritageTrendyStyleBettertoweariton,trulyexpressingrealself