李奥贝纳-雪碧市场行销企划案.ppt

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1、Sprite2001ActivationProgramPreparedbyLeoBurnett30October,2000目标为新品牌市场定位提供依据与雪碧核心品牌个性相符创造显著的市场影响力在原有雪碧音乐聊天节目与露天NBA秀活动基础上，创造其他形式的活动新的市场定位点雪碧，解渴够爽；无需花巧本来简单的事情用不着把它复杂化。喝汽水也一样，何必太多花巧，道理连篇。雪碧的柠檬口味，爽劲透心；透明的外表，晶亮凉快。带来彻底的舒爽感受。其实喝汽水解渴够爽就好。雪碧品牌个性勇往直前独立值得信赖的伙伴诚实充分自信，做

2、自己的选择令人舒适社会化雪碧产品特性恢复体力，令人精神爽快令人镇静晶莹剔透气泡足清凉解渴柠檬口味天然注意事项由于创意概念“不要大惊小怪，勇往直前”尚未形成,本建议之创意是基于品牌一贯态度及其自身属性。本次活动是以事业有成的著名人士还是以个性鲜明的人物为中心，将大大影响节目单的设置。推荐方案历险记忠诚节目无添加剂家庭竞赛室内幸运划板跳台室外跳跑雪碧绿色活动历险记节目方案总体方案全国范围内实施三个等级的促销方案可靠的媒体伙伴进行炒作，加强新闻报道。巡回赛预先设置一起点与终点提供所有必需品给侯选人侯选人自行设计完

3、成他们的路线TheProgramChannelSpecificRecruitmentcentersatoutletsRedemptioncentersduringleveltwoConductminipartiesduringlevelthreeLogisticsLevelOne:Instantwin-freeSpriteRecruitmentwithproofofpurchaseintargetchannelsmailinselfdescriptionandhowyoufitintothetourSetu

4、pcollectionboxesatretailstocollectLevelTwo:PremiumredemptionwithproofofpurchaseCandidatesselectionforthetourLogisticsLevelThree:AdventureTourTV/PrintCoverageMiniPartiesconductatdifferentchannelssurprisevisitbyprogramMCinteractivegamesonspotLoyaltyProgramTh

5、eProgramOverallMechanicsCitylevelexecutionPointaccumulationmechanicsProductsforredemptionTailormadehighqualitymerchandisebasedon“NOFUSS”ideasclothinghomeessentialsbathroomessentialsstationaryetcFarmtripResorttripTheProgramChannelSpecificRedemptioncenterDis

6、playcornerroadshowThemepartiesinnightoutletsbasedontransparentthemeLogisticsLevelOne:Instantwin-freeSpriteRingPullcollectionringpullprintedwithdifferentvalues,consumeraccumulateringpullvaluetoredeemtheirfavoritemerchandiseLevelTwo:MerchandiseredemptionMerc

7、handisedisplayroadshowSimpleNoFussHomeContestTheProgramOverallMechanicsNationwideexecutionConsumertosentintheirhomesettingphotosInvitefamousinteriordesignerstojudgeChannelSpecificRetaillevelsalespromotionLuckydrawTransparentthemepartiesinnightoutletsLogist

8、icsLevelOne:ConsumersendintheirentrieswithproofofpurchaseJudgingprocessLuckyDrawLevelTwo:AdvertorialtocoverwinningworkLuckyDrawPrizesHomeRenovationbyinteriordesignerFurniturecouponsIndoorSkiLuckyDrawTheProgra