雅芳策略(PPT256页)

AVONs Communication Presentation1.July.2001Agenda9:30-10:30 Market Overview Competitive Analysis Communication Analysis Competitive Media Analysis10:35-11:00 Communication Strategy11:05-11:45 Creative Presentation11:45-11:50 Promotion&PR Program Ideas 11:50 12:15 Discussion1.July.2001Content Part IMarket Overview Part 2 Communication Strategy Part 3 Creative Presentation Part 4 PR&Promotion Ideas Part 5 Media Competitive Analysis1.July.2001What We Have Done?3 cities store checks 6 sales Interviews in BJ/SH/GZ 6 focus groups in BJ/SH/GZ 12 3D In-depth Consumer Studies 3 Life Surveys Women segmentations(Surveyed by AC Nielsen)1.July.2001Part 1.Market Overview1.July.2001Market OverviewChina Cosmetic Market has great potential for development:Anticipated sales volume of RMB 80 billion with annual increase of 12.9%in Year 2010 Per capita spending on cosmetic products amounting to USD 3.86 versus USD 30-70 in most developed countries.Market is shared by imported brands,joint-venture brands and domestic brands:Imported products:top 20 international brands,loyal consumer groups and stable market share(10%of general market share).Joint-venture products:main stream for domestic consumption of medium and high grade cosmetic,less differentiation on product features among most brands.Domestic products:maintaining significant market share in most 2nd and 3rd tier cities due to lower price,stronger distribution network than those of import&joint-venture brands.Source:China Market News Jan,20011.July.2001Market OverviewSpecialized&natural ingredient cosmetics are becoming trendy,from moisturizing to specialized products i.e.anti-aging.In general,per capita spending on skin care products has been the highest share among others.Market share of mid level price range products is anticipated with continuous growth for next 5 to 10 yrs.H ai rcareH ai rcare29%29%M akeupM akeup25%25%Perf um ePerf um e8%8%Ski ncareSki ncare38%38%Cosmetic Market Share in ChinaSource:IMI Consumer Behavior Yearbook 20001.July.2001Most Frequently Used Cosmetic BrandsBrand%Brand%Brand%M aybel l i ne24.4M aybel l i ne32.6M aybel l i ne32Yue-sai14.2C D12.3A von20.3C D7.6Yue-sai12.3Revl on6.6Ki ssm e6.5N B6.5Yue-sai6.6A von5.1C hi nf5.4I rl ene4.1A upres3.6Shi sei do3.4Shi sei do3B ei j i ngB ei j i ngSha ng ha iSha ng ha iG ua ng zhouG ua ng zhouBrand%Brand%Brand%M aybel l i ne29.8M aybel l i ne32.9M aybel l i ne27.4Yue-sai12.3A von18.4A von16.3A von9.6Yue-sai11.8Ki ssm e11.1D angui6.1Lai f a-C bons7.9Rout i ng4.4C D4.4Li f ei5.3C hi nf3.7I rl ene3.5L O real3.9Yue-sai3.7Chong q i ngChong q i ngW uha nW uha nX i a nX i a nSource:IMI Consumer Behavior Yearbook 20001.July.2001Most Frequently Used Skincare BrandsBrand%Brand%Brand%D abao32.2Pond s13.6O l ay23.4O l ay9.3O l ay11.2Q i ri xi ang10.7Pond s4.8M axam7.8J&J9.7M i ni nurse4.3Vasel i ne6.9Pond s7.9Yum ei j i ng4.3H azel i ne6.9H azel i ne5.4Kose2.8J&J6.3M i ni nurse3.6B ei j i ngB ei j i ngSha ng ha iSha ng ha iG ua ng zhouG ua ng zhouBrand%Brand%Brand%D abao17.9O l ay17.2D abao26O l ay15.3D abao11.1O l ay9.1Yum ei j i ng10.5Pond s5.4Pond s6.4M i ni nurse6.1Sakul a4.8M axam6.1H azel i ne5.2Kem eng4.5M i ni nurse3.9Pond s4.8Lai f a-C bons3.4D JY3.9Chong q i ngChong q i ngW uha nW uha nX i a nX i a nSource:IMI Consumer Behavior Yearbook 20001.July.2001Major CompetitorsAVONOLAYMininurseDabaoPondsLancomeAupresSKIIMaybellineRed earthYue-saiZA1.July.2001Avon ColourAvon BasicAvon AnewAvon SunAvon ClearskinMaybellineRed earthYue-saiZAPondsDabaoOLAYMininurseClean&ClearAUPRESSKIILancome1.July.2001AupresAupresJoint-venture product,sub-brand of Japanese famous brand“Shiseido”No TVC launchedCounter in mid&high class department stores with consistent image and priceAupres club linking up with consumers1.July.2001LancomeLancomeOriginated from FranceCounter in mid&high class department stores with consistent image and priceLuster,elegance,and emotional style,international taste1.July.2001SK IISKIIOriginated from Max Factor(US)Distinguished,simple and elegant imageBrand spokeswomen:Guan Zhilin,Liu Jialing,Qi Qi1.July.2001MaybellineMaybellineProduct of Maybelline U.STop cosmetic brand in ChinaRanking 1st in advertising force among cosmeticsUsing famous models and super stars as product spokeswomenCelebrities from foreign to local ie Zhang Zi Yi,Qu YingBeauty from heart,beauty from Maybelline”1.July.2001Yue-SaiJoint-venture brandLargest market cover,but lower sales volume than that of MaybellineParticular design for Asia femaleTo consumers,its products target female aged 25+“My color,my language”1.July.2001Red EarthRed earthUp and coming cosmetic from AustraliaTarget consumer:Aged around 20,young fashion girlsAppearing in a modern,trendy and simple imageEndorsed by EspritSpokeswomen:Vicky Zhao,Shu QiSeparated concept stores within Espirit stores1.July.2001ZaZASub-brand of Japanese famous brand ShiseidoTarget consumer:young,trendy female aged around 20Colorful&jumpy imageSpecial designed concept stores“Be sparkling,be yourself”1.July.2001MininurseDomestic brand(Hong Kong capital)Cream product ranking 3rd in brand awareness in BJ,SH,SY,CD,XATop one among sun care productsSuccessful in using image of“Neighborhood girls”Competitor Overview Skincare(Basic)OLAYBrand of P&G U.SCream product ranking 1st in brand awareness in BJ,SH,SY,CD,XAAdvocating“the most beautiful female:young&healthy appearance,harmonious,elegance and beautiful innermost being”DabaoDomestic brandCream product ranking 2nd in brand awareness in BJ,SH,SY,CD,XAIn the way of“Mass&Popular”PondsBrand of UnileverCream product ranking 4th in brand awareness in BJ,SH,SY,CD,XAFamous for“Ponds Skin Care Institute”Source:Liaoning Economic Consultation news,Mar 20011.July.2001 Avon SWOT AnalysisStrengthWeaknessAging of consumer baseHighly competitive cosmetic market from high to low endExtensive product range without star product focusDomestic brands becoming more sophisticated and strongerConsumers becoming much more emotional driven rather than functional benefits driven.Unclear brand positioning,over stretched product line.Consumer perception of an aged brandInconsistent brand image between Avon counters&concept storesLow brand image due to excessive discount offered to consumersNot well established retail brand imageNot aligned with global“Lets Talk”strategyLoyal consumer baseLargest distribution networkInnovative products launching constantly2nd,3rd cities emerging financiallyConsumer needs shifting from basic to specialized productsFlagship stores to upgrade brand imageOpportunityThreatWorlds renowned skin-care brandLong history in China marketHigh quality productsFull product range from cosmetics to skincareStrong R&D for new products developmentStrong nationwide distribution network channels&sale promotersAvon club for consumers 1.July.2001AVONConcept StoreAvons Counter1.July.2001AVONInconsistent shop front1.July.2001Communication Analysis1.July.2001ATL Communication AnalysisCategoryCategory BrandBrand ClaimClaim PositioningPositioning Brand Im ageBrand Im age PersonalityPersonality Avon SunAvon Sun M i ni nurse Sun-care product wi t h i nt ernat i onal advanced sun bl ock dose Sun-care prof essi on Act i ve,prof essi onal Yout hf ul,Li vel y,f un-l ovi ng Avon Avon C l earski nC l earski n C l ean&C l ear N ew f orm ul a,rem ai ni ng t ect i on pl asm a N o pi m pl e Pure,young Act i ve,f un-l ovi ng Avon C ol orAvon C ol or M aybel l i ne M oi st uri zi ng Li ps C ol ourband t echnol ogy From N ew York Long l ast i ng m oi st uri zi ng M odern,i nt ernat i onal,prof essi onal Li vel y,f reedom,conf i dent,open ZA N/A Be sparki ng,be yoursel f Trend,cool,yout hf ul C ool,i ndi vi dual i t y,expressi ve,act i ve Yuesai s Ri m m el seri es C ol ourf ul,sel ect i on f rom London M ake up your own l anguage&your own col our Trend,f em i ni sm Trendy,expressi ve,conf i dent,pret t y 1.July.2001ATL Communication AnalysisC Ca at te eg go or ry y B Br ra an nd d C Cl la ai im m P Po os si it ti io on ni in ng g B Br ra an nd d I Im m a ag ge e P Pe er rs so on na al li it ty y A Av vo on n B Ba as si i c c Pond s El ast i ci t y C ream Suppl em ent l ost el ast i ci t y al bum en Prof essi onal ski n care product (endorsed by Pond s I nst i t ut e)Prof essi onal,M odern O pt i m i st i c,conf i dent M i ni nurse Vi t am i n Easi l y absorbed,Vi t am i n added N ut ri t i onal ski n care product Trust wort hy yout hf ul I nt i m at e,young D abao Fi rst FDA approval ski n care product f rom C hi na Sui t abl e f or whol e f am i l y M ass,approachabl e Si m pl e,f ri endl y,easy-goi ng N i vea Sof t M oi st C ream You can f eel sof t and f resh M oi st ure your ski n wi t hout oi l y Young,pure Young,rel axed,l i vel y A Av vo on n P Pr re em m i i u um m SK I I Ski n-care Prof essi onal on pat ent prescri pt i on M ake ski n Sm oot h,sof t,El egant,prof essi onal,prest i ge,aspi rat i on f em i ni sm,C harm Lancom e I nnovat i ve ski n care t echnol ogy f rom France Advanced i n ski n care t echnol ogy El egant,Bal ance,I nt ernat i onal,Pure,i nt ernal f ul f i l,Rom ant i c,Peace,harm ony Aupres D evel oped by Shi sei do Af f ordabl e Shi sei doo product s Pure,nat ural,ori ent al,arrogant Peace,si m pl e 1.July.2001Implication On Communication Analysis Is it effective to support Avons products to compete with competitors?What should we do?1.July.2001Part 2.Communication Strategy1.July.2001Brand Situation Where are we today?1.July.2001Business Situation A transforming period:“The interesting issue is that Avon knows so well in such area that other people dont know,i.e.direct sales technology;but Avon doesnt know what the others are familiar with,i.e.Advertising,Agents,Retail”(Business Watch,2001,June)Direct SalesRetail MarketAVON1.July.2001Avons Unique Business ModelBB+SRAVON雅芳专卖店雅芳专卖店SRSRSRSRSRSRSRSRSRSRSRSRSRSRSRSRSRSRSRSRSRSRSRSR“One China Market,75 branches,5000 outlets”We cannot follow anyone else.Avon has its own opinion and own way.1.July.2001Communication Platform LETS TALK:Based on the direct sales pattern-Avon Lady and Avon CustomersA new definition to“Lets Talk”in China based on the new business pattern.1.July.2001Current Brand Equity The research result of Avon brand equity is a kind of concern to the brand health:AVON(Skin-care)AVON(Make-up)4%17%*unaided awareness79%74%*aided awarenessQuality:low(=DaBao,Maybelline,Yu-sai,etc.)Image:Discount(value for money)Loyalty:Low(not worth recommending and buy only on discount)Avon Survey,20011.July.20013 Project technique is used to bring out competitive situations within brands.Brand PartyBrandPartyparticipantsAvon blue,conservative suitapproachable,easy-goingtalking with everyoneOlay white,pink dresslong,straight hairsomewhat silentAupres light-colored night dresselegant towered hairsomewhat arrogantMini Nursewhite,cute short dressnave younger sisterorganizer,host Red/black,Chinese costumeYue-Sai style girlbig sisterYue SaiMaybelline purple,exposed costumecurved,trendy hair stylecenter of the partyMAP-TBWA AVON Qualitative Survey2001,SH,BJ,GZWe need aNew Party Star1.July.2001Communication Objectives To establish a distinctive brand identity in this category.To refresh brand image during this key transitional period which means that AVON would become a mind leader in women beauty brandsTo lead the full ranges of AVON sub-brands/products to integrate&strengthen the competitiveness 1.July.2001We believe that Avon needs to become a“Lighthouse Brand”,in order to achieve its ambition.Stands for an emotionaladded value that creates new market spaceNot by chasing target audiences but by attracting themSeeks to gain a greatershare of the future,not just a greater share of the category1.July.2001Lighthouse Brands Successfully blend stature and scale with a simple story that can connect universally Seize leadership of their markets by taking the emotional high ground Assume significance beyond category confines Become a Lighthouse that people can navigate their lives by1.July.2001Traditional Market DefinitionExpanded Market DefinitionLight-house Values DefinitionComputersBusiness toolsCreative ThinkingLighthouse Brand ChangeBest Taste ChocolateMood FoodSimple HappinessSkin-care&CosmeticsBeauty?Pure StyleHeritage&TasteHard Liquor1.July.2001BenefitsPersonalityValuesAttributes?So whats the Lighthouse brandessence for Avon?“Find the emotional connection or be forever stuck in the land of bigger,faster,tastier,cheaper”John Reid,Coca-Cola1.July.2001AVON BRAND ATTRIBUTES1.July.2001Our RootMore than 100 years heritage All over the world3 million sales representatives1 billion customer transactions Our VisionI S t o b e t h e company that best understands and s a t i s f i e s t h e product,service and self-fulfillment needs of women globally.Our SpiritAvon has understood that successful selling is about people connecting with people-LETS TALK“Think about women,Talk with women,Fulfill womens need”1.July.2001WOMENEMPOWERMENT“It is a career to me”have been with Avon for 8 years,from a direct sales girl to the best regional sales representative with 10 stores&counters,I have strong&deep love with AVON.Now,I sincerely hope that Avon can build a strong&clear brand image and have a clear strategy as I really care about her.“Avon helps me to be more independent”:I have 2 roles:full-time house-wife with a little baby and a part-time Avon lady.I talked with people,I even chatted with customers on QQ.I am proud of myself that I help my customers get the good products and I win their trust&respect with my delicate working and professional knowledge.“Avon is a home to women”:a customer can find proper product that would fully fulfill her needs.”“I am proud of recommending good products to my customers that only with good quality,they will come back to you.Avon is qualified on that.”“Avons products go ahead of others,but lack of communication to consumers.”TBWA Sales Interviews,20011.July.2001Brand Differentiators&Product DeliverableWomen Empowerment:Avon is a brand to empowerwomen on confidence,pride,career achievement.Avon provides products to womens full needs.1.July.2001TargetingThe Consumer Truth A company for women:We are talking with 609,718,000 women in China-To identify our target Life attitude Value&belief1.July.2001Women In ChinaHalf of The Sky1.July.2001Globally,most women consider themselves to have medium(53%)to high(43%)self-esteem,China,women are significantly morelikely to have high self-esteem.1.July.2001EmploymentTill Oct.2000,the number of employed women in China is 330million,55.5%of the total population of women and 46.7%of total employed population.It is an large improvement compared with former years.Employed women shifted from traditional industry to service(third)industry,which is more suitable for women.2000 China Human Right White PaperagricultureminingmanufactureconstructionWomen shifting to third industrysanitationcultureeducationsciencefinanceinsurancetransportationcommunicationgovernment1.July.2001Social Status In all levels of Peoples Representative Conference,the number of female representatives keeps increasing:In the 9th PRC,female increased 0.8%,.Female officials account for 1/3 of the total amount.Female cadre increased 46.47%.There are 404 international master sportsman,51%of total Chinese sportsmen.China Women Association1.July.2001Consumer Core ValuesWith the very independence in finance of Chinese women,what are their core value beliefs of the time?1.July.2001Women Study Quantitative Survey on 6 cities,2001,AC NielsenSH:300;BJ:295;GZ:240;CD:99;HZ:99;NJ:98.Aged 22-351.July.200118.9%20.6%18.5%17.4%1.1%23.4%OptimisticFashion,ExpressiveHealthOrientedCareerRecognitionHarmonyOthersOptimismFashion/ExpressiveHarmonious HappinessHealth OrientedCareer Recognition Seg.AC Nielson/Map Survey,20011.July.2001Consumer Profiles-Life BookYoung,white collarsmiddle above incomecolorful social activitiesSpending most on make-up,fashion,watch,and mobile phone“I Love to be trendy and modern”Fashion/Expressive(23.4%)TBWA Consumer Life Book,20011.July.2001Sophisticated,sporty and do fitness to build healthsave and spend on traveltrust in safe&quality product“I am happy as I own health”HealthOriented20.6%Consumer ProfilesTBWA Consumer Life Book,20011.July.2001Consumer ProfilesYoung,singleLove shopping,lots of party timeSpend more on entertainment“I am confident in myself that I am as beautiful as the world.”OptimismTBWA Consumer Life Book,20011.July.2001Young career womenhigh income&high education level sport&facial is a routinespend more on communication&travelactive in social activities,lots of party time“Career achievement does not only belong to men.”Consumer ProfilesCareerRecognition18.5%TBWA Consumer Life Book,20011.July.2001Consumer ProfilesHarmonious Happiness17.4%Mature,marriedprefer mass quality product brandsprefer on saving,Family life is of the 1st priority.“Harmony is the Truth.”TBWA Consumer Life Book,20011.July.200118.9%20.6%18.5%17.4%1.1%23.4%OptimisticFashion,ExpressiveHealthOrientedCareerRecognitionHarmonyOthersConfident in themselves,Know how to enjoy life.Open minded,care friendship,like to communicate with others.Easy going.:Optimism3They love to be considered trendy&modern.They are sensitive to fashion&beauty,open to new things and open to try new.”Fashion/Expressive3Family life is important to them,they love to spend time in cooking,decorating,reading magazines at home.Harmonious Happiness3Health is all the base for life happiness.They prefer to get healthy via exercise,proper diet,environment.Happiness is considered to be a kind of mind health.Health Oriented3Seeking for recognition on career.They work hard and aspire for certain achievement.Career Recognition Seg.AC Nielsen/Map Survey,2001Competitors ApproachOptimismFashion/ExpressiveHarmonious HappinessHealth OrientedCareer RecognitionMaybellineYu-saiDa BaoJ&JOlayPonds1.July.2001Breaking Through Opportunity Avon is running a business for womenBut not Sell A;B;C products Avon provides full lines of beauty products to fulfill all womens needsBut not A luxury,A discount,A non-professional things,and only sell to a specific small group Avon hears your thinkings and delivers what you wantBut not Sell what we want1.July.2001We Will Reach Out OptimismFashion/ExpressiveHarmonious HappinessHealth OrientedCareer RecognitionMaybellineYu-saiDa BaoJ&JOlayPondsAVON1.July.2001Traditional Market DefinitionExpanded MarketDefinitionLighthouseValuesDefinitionSkin-care&Cosmetics(Product&Functional)Quality,Effectiveness&Style(Functional)Beauty Brand Various product lines Various prices/promotionsMaybellineYusaiAVON(NOW)Da BaoEtc.AVONWomen Opinion Of The Time(Emotional,build a value that people are aspiring and pursuing for)ProductValueConsumerValueSo,The Light-house Value Point IS1.July.2001So,The Light-house Value Point ISAvon IS a brandClaiming Women Opinion Of the Time 1.July.2001WOMEN OPINION OF THE TIMEA brand for new womenAVON Light House Brand Value Build-upValue Pillars(based on Consumer PsychoSeg.)IndependentSelf-RecognitionOptimisticHarmonyHealthModern ExpressiveConsumer Modern Values&Brand Attributes1.July.2001Communication Platform-Translate Lets Talk into Relevant&Concrete Women Opinion Of The Time Lets TalkWomen OpinionOf The TimeWOMEN1.July.2001Women New OpinionsSelf-expressive(Definition to me)Naturalism Harmonious RelationshipRecognitionIn-controlIndependence in work Self-esteem;Independencein MindGet freeWomen&BeautyWomen&FamilyWomen&WorkWomen&Self1.July.2001Avon Masterbrand Brand PyramidWomenOpinion Of the TimeLight House ValuesIndependent,ConfidentOptimistic,Easy-going,Open,Communicating,Co-operative,Innovative,OptimisticPersonalityLook good,feel good;Empowerment,Confident,Smart,In-control,BenefitsQuality,Full line,Professional,Heritage,The brand logo,Avon beauty stores/counters,Avon club;Lets Talk magazineAttributes1.July.2001Traditional Market DefinitionExpanded Market DefinitionLight-house Values DefinitionComputersBusiness toolsCreative ThinkingFulfill The