Documente Academic
Documente Profesional
Documente Cultură
* EDB and
Friends:
Reviving a Mature Brand through Interactive Online Marketing
Haidir Afesina Wirania Swasty Chairunnisa Mirhelina F X Kresna Paska Aqsa Adhiperwira Fajar Liem
Prepared & Presented by:
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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
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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Eye drop usage was declining Brand image was outdated Core users had aged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)
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Threat of new Entrants LOW Dominated by Worldwide brand
LOW Supplier Power Lots of supplier (raw material) Low switching cost
Threat of Substitutes
LOW No substitutes
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* 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)
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Old
Target Women
New
Young Female
Age
Profession
30-39
Educated Professional TV Print, POS, on pack stickers shelf stackers
20-29
Educated White collar professional (OL/office ladies) Online interactive Email Female oriented web
Media Promotion
Focus
Existing Customer
Introducing Nicole
Games n Names
Website
Potential Reach
Online
20% 10% 0%
ETV
Target Composition 15% 20% 25%
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* After survey result show target market online usage
ranked the highest for penetration
* Responded react positively with email * Email can approach multiple level of friends,
community
* Gained customer information * Track information * Demographics * Brand usage * Perception * Acquire customer permission to send them personalized
* Reduce purchase barrier * Reduce usage barrier
* Emotional Hook
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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
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BENEFITS
* Gained customer perspective * Reduce usage barriers * Create customer database * Build ongoing relationship with target group * Create instant Buzz * Referrals
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One to One Marketing
Nicole Customized content Emotional hook Build database
Brand Revitalisation
Online Advertising Games
Repositioning
Younger target
Email
Interactive media forum
Lifestyle
habits
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* Games developed several theme (karaoke, dinner, date,
interview, travel)
situation.
* The games theme evolve around target markets real social * Give consumer ideas on product knowledge
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* EDB Friends use website to segment consumers
* To customize email content * Learn customer behavior
* 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 (HK4As) * Best integrated campaign(HK4As) * Best beyond the banner(HK4As) * Best online campaign(HK4As) * Best consumer marketing (Revolution Magazine)