apresentação mistura fina pdf
TRANSCRIPT
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1945Fundação da BIC
1950Lançamento BIC
C i l
1956A BIC chega ao
il
2008Lançamento linha
COl iCristal Brasil ECOlutions
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Divisão de produtos BICDivisão de produtos BIC
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Mais de 24 milhões de produtos de papelaria vendidos por dia em mais de 160 países
O Brasil é a segunda operação mais rentável com 8% de
participação nas vendas do Grupo BIC mundo.
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Share de Mercado
48% 22% 20% 06%
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Inovação com bilid dresponsabilidade
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Linha de Produtos ECOlutions
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A Caneta ECOlutions é composta por 40% de materiais reciclados como plástico e fibra de papel e embalagens Tetra Pak.
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Ranking dos Países com os Consumidores mais “Verdes” do Mundo
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Pesquisa
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Pesquisa
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Pesquisa
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Público Alvo
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Características marcantesCaracterísticas marcantes presentes na pesquisa com
o nosso público alvo:o nosso público-alvo:
Sustentabilidade e arteSustentabilidade e arte
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Arte
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Por que o grafite?
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O melhor do graffiti brasileiro
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Proposta de extensão de linha
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úbli i d úbli lPúblico interno
Novembro/10 a Março/11
Trade
Novembro/10 a Fevereiro/11
Público Alvo
Janeiro/11 a Abril/11
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Campanha em 04 fases:Campanha em 04 fases:
Público internoForça de endasForça de vendas
TradePúblico-alvo
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Universo Lúdico
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Plano de ComunicaçãoPlano de Comunicação
Obj ti• ObjetivosMarketing Marketing Aumentar as vendas da caneta ECOlutions em 40%
Comunicação Apresentar o novo produto e Motivar os participantes
Propaganda E b l l í i á iEstabelecer os valores artísticos e sustentáveis
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Plano de ComunicaçãoPlano de Comunicação
P i i t• PosicionamentoBIC é a empresa que motiva, reconhece e recompensa seus colaboradorescolaboradores
• Conceito CriativoA semente de uma nova consciência
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Fase 01 - Público InternoFase 01 Público Interno
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Público Interno
Sl g• SloganA semente de uma nova consciência
• PúblicoColaboradores internos BICColaboradores internos BIC
• Período• Período• 11/2010 a 02/2011
Reduzir, Reciclar, Repensar, Recusar e Reutilizar
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AçõesAções
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Fase 02 - Força de VendasFase 02 Força de Vendas
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Força de Vendas
Sl g• SloganA semente do Sucesso
• PúblicoForça de VendasForça de Vendas
• Período• Período• 11/2010 a 03/2011
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Hot SiteHot Site
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Fase 03 - TradeFase 03 Trade
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Trade
Sl g• SloganFaça parte da Solução
• PúblicoTradeTrade
• Período• Período11/2010 a 02/2011
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SiteSite
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BroadsideBroadside
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AçõesAções
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Kit – Apresentação do Lançamento para o TradeKit Apresentação do Lançamento para o Trade
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Fase 04 - Publico Alvo
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Cronograma da Campanha – 03 fases
Lançamento do produtoLançamento do produtoPromoção
ha
Lançamento na mídia
Ambientação no PDV
Ação Merchandising Ambientação PDV
Sustentação Promoção
Ação Social
Ambientação no PDV
e da
Cam
pan
Divulgação Festival
Marketing de Guerrilha
Ambientação PDV
Marketing Cultural
Festival
Ações de Merchandising
Ações de Merchandising
Finalização Promoção
Loja ItineranteInte
nsid
ade
Ações de Merchandising
10/jan – 19/fev 20/fev - 19/mar 20/mar – 30/abr
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Universo Lúdico: Graffiti
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Blisters – 01 unidade
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Blisters – 03 unidades
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Embalagem promocional – 15 unidades
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Plano de ComunicaçãoPlano de Comunicação
P í d• Período10/01 a 30/04/2011
• AbrangênciaSão PauloSão Paulo
• Fases da campanha• Fases da campanhaLançamentoPromoçãoPromoção
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VeículosRevistas
TVPortaisPostais
Sites de RelacionamentoJornaisRádio
Sites de Relacionamento
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Mídia Indoor
Aproximadamente 3,5 Milhões de passageiros por dia
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Pré-LançamentoPré Lançamento
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Evento Pré-Lançamento
Públi• PúblicoFormadores de opinião
• LocalEspaço Villa LobosEspaço Villa Lobos
• Data• Data• 06/01/2011
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Evento Pré-Lançamento
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LançamentoLançamento
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Lançamento - Consumidor FinalLançamento - Consumidor Final
P i i t• PosicionamentoA caneta que une liberdade de expressão e sustentabilidade, evidenciando a brasilidade através da mistura de elementosevidenciando a brasilidade através da mistura de elementos culturais
Obj i• ObjetivosCurto – Apresentar a nova canetaMédi I i f d iMédio – Incentivar formas de consumo conscienteLongo – Alcançar a confiança do público alvo
• Conceito criativoEu Prefiro SerEu Prefiro Ser
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Vídeo de Lançamento
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Hot Site
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Proposta da rádio BIC ECOlutions Art
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Rádio
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Super Banner
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Banner
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10 – 28/jan
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10 – 28/jan
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Revista – Página Dupla
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Revista – Página Dupla
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Revista - Página simples
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Capa - Jornal
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Jornal – Página Inteira
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Outdoor
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MerchandisingMerchandising
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Merchandising
C i d Di t ib i ã• Canais de Distribuição
• PreçoPreçoTrade: R$ 1,10Consumidor: R$ 1,90
• Análise do PDV
• Diagnóstico
• Ambientação• Ambientação• Demonstração
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Display de Chão
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Espaço BIC ECOlutions Art
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Ação de GuerrilhaAção de Guerrilha
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Ação de Guerrilha
Sl g• SloganEu Prefiro Fazer Arte
• LocalCidade de São PauloCidade de São Paulo
• Data• Data• 10/01/2011
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Segunda Fase
SustentaçãoSustentação
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FestivalFestival
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Festival
Sl g• SloganEu Prefiro Ser
• LocalChácara do JockeyChácara do Jockey
• Data• Data• 19/02/2011
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Vídeo do Festival
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Site - Festival
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Site - Festival
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Banner – Festival
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Painel Metro
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Painel Metro - Aplicado
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Catraca Metro
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Vagão Temático - Envelopado
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Vagão Temático
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Folder Festival - Três dobras
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Folder Festival - Três dobras
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Painel Plataforma 29/jan – 19/fev
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Painel Plataforma - Aplicado
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Sanca - Aplicada
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Revista Página Simples - Transfer
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Revista Página Simples - Máscara
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Sobre Capa - Jornal
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Sobre Capa - Jornal
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Festival - Palco
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Ação CulturalAção Cultural
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Ação Cultural
• SloganEu Prefiro Ver de PertoEu Prefiro Ver de Perto
• LocalViaduto sobre Rio Tamanduatei
• Data12 e 13/03/2011
• Press Release
• Teaser para Promoção
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Eu Prefiro Ver de Perto
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Eu Prefiro Ver de Perto
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Terceira Fase
PromoçãoPromoção
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Promoção
Sl g• SloganEu Prefiro Viajar
• AbrangênciaSão PauloSão Paulo
• Data• Data20/03 a 30/04/2011
• Mecânica
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Hotsite
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Hotsite
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Hotsite
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Banner Promoção
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Outdoor
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Metro – Painel
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Metro – Painel Aplicado
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Metrô - Sanca
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• Metrô – Sanca Aplicada
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Loja Móvel
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Metrô – Mídia Indoor
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Revista – Página Simples
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• Jornal – Página Inteira
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Revista – Página Simples
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Revista – Página Simples
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A ã E i lAção Especial MerchandisingMerchandising
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Vídeo - Arteiros
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Embalagens Promocionais
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Ação SocialAção Social
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Ação Social
Sl g• SloganEu Prefiro Aprender
• LocalBeco Aprendiz Vila MadalenaBeco Aprendiz – Vila Madalena
• Data• Data23 e 24/04/2011
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Cronograma de AçõesCronograma de Ações
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Objetivos de Mídia
Cobertura – Atingir 80% do target nas fases de lançamento e Promoção
Freqüência Mínima de 05 impactos na mídiaFreqüência – Mínima de 05 impactos na mídia
400 GRPs
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Mercado Prioritário
São Paulo capital Grande ABC**Santo André, São Bernardo do Campo, SãoSanto André, São Bernardo do Campo, São
Caetano, Diadema, Osasco e Guarulhos
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Custo Total da Campanha
Descrição Investimento
Mídia R$ 2.045.254,00
Merchandising R$ 463.078,00
Eventos * R$ 1.417.890,00Eventos R$ 1.417.890,00
Ações R$ 139.080,00
Promoção R$ 253.695,00
lTotal R$ 4.318.997,00
* Com Cotas de patrocínio totalizando R$ 5 000 000 00* Com Cotas de patrocínio – totalizando R$ 5.000.000,00
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E você ... O que Prefere?
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Ana Carolina Gomes SittaBruna ZuninoFelícia Isabella Basso LealFelícia Isabella Basso LealFelipe de Assis RodriguesMarcos Vinícius FenícioMaria José de Miranda ReisMarta Ayora de AlmeidaMarília Nataly Peres BrionesPedro Damasco PolicelliRenata SantosTatiana Just Schmitt Fernandes