apresentação mistura fina
TRANSCRIPT
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1945Fundação da
BIC
1950Lançamento
BICCristal
1956A BIC chega ao
Brasil
2008Lançamento
linha ECOlutions
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Divisão 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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48% 22% 20% 06%
Share de Mercado
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Inovação com responsabilidade
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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 marcantes presentes na pesquisa
com o nosso público-alvo:
Sustentabilidade 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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Público 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:
Público internoForça de vendas
TradePúblico-alvo
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Universo Lúdico
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Plano de Comunicação
• Objetivos
Marketing Aumentar as vendas da caneta ECOlutions em 40%
Comunicação
Apresentar o novo produto e Motivar os participantes
Propaganda
Estabelecer os valores artísticos e sustentáveis
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Plano de Comunicação
• PosicionamentoBIC é a empresa que motiva, reconhece e recompensa seus colaboradores
• Conceito CriativoA semente de uma nova consciência
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Fase 01 - Público Interno
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Público Interno
• SloganA semente de uma nova consciência
• PúblicoColaboradores internos BIC
• Período• 11/2010 a 02/2011
Reduzir, Reciclar, Repensar, Recusar e Reutilizar
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Ações
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Fase 02 - Força de Vendas
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Força de Vendas
• SloganA semente do Sucesso
• PúblicoForça de Vendas
• Período• 11/2010 a 03/2011
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Hot Site
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Fase 03 - Trade
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Trade
• SloganFaça parte da Solução
• PúblicoTrade
• Período11/2010 a 02/2011
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Site
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Broadside
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Ações
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Kit – Apresentação do Lançamento para o Trade
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Fase 04 - Publico Alvo
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10/jan – 19/fev
Cronograma da Campanha – 03 fases
Lançamento na mídia
Ambientação no PDV
Ação Merchandising
Divulgação Festival
Marketing de Guerrilha
Lançamento do produto
Ambientação PDV
Marketing Cultural
Festival
Ações de Merchandising
Sustentação
20/fev - 19/mar
Promoção
Ação Social
Ambientação no PDV
Ações de Merchandising
Finalização Promoção
Loja Itinerante
Promoção
20/mar – 30/abr
Inte
nsid
ad
e d
a C
am
pan
ha
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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 Comunicação
• Período10/01 a 30/04/2011
• AbrangênciaSão Paulo
• Fases da campanhaLançamentoPromoção
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VeículosRevistas
Jornais
TV
Rádio
PortaisPostais
Sites de Relacionamento
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Mídia Indoor
Aproximadamente 3,5 Milhões de passageiros por dia
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Pré-Lançamento
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Evento Pré-Lançamento
• PúblicoFormadores de opinião
• LocalEspaço Villa Lobos
• Data• 06/01/2011
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Evento Pré-Lançamento
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Lançamento
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Lançamento - Consumidor Final
• PosicionamentoA caneta que une liberdade de expressão e sustentabilidade, evidenciando a brasilidade através da mistura de elementos culturais
• ObjetivosCurto – Apresentar a nova caneta
Médio – Incentivar formas de consumo conscienteLongo – Alcançar a confiança do público alvo
• Conceito criativoEu 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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Merchandising
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Merchandising
• Canais de Distribuição
• PreçoTrade: R$ 1,10Consumidor: R$ 1,90
• Análise do PDV
• Diagnóstico
• Ambientação• Demonstração
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Display de Chão
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Espaço BIC ECOlutions Art
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Ação de Guerrilha
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Ação de Guerrilha
• SloganEu Prefiro Fazer Arte
• LocalCidade de São Paulo
• Data• 10/01/2011
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Segunda Fase
Sustentação
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Festival
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Festival
• SloganEu Prefiro Ser
• LocalChácara do Jockey
• 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 Cultural
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Ação Cultural
• SloganEu 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
Promoção
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Promoção
• SloganEu Prefiro Viajar
• AbrangênciaSão Paulo
• 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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Ação Especial Merchandising
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Vídeo - Arteiros
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Embalagens Promocionais
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Ação Social
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Ação Social
• SloganEu Prefiro Aprender
• LocalBeco Aprendiz – Vila Madalena
• Data23 e 24/04/2011
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Cronograma 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
mídia
400 GRPs
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São Paulo capital Grande ABC**Santo André, São Bernardo do Campo,
São Caetano, Diadema, Osasco e Guarulhos
Mercado Prioritário
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Custo Total da Campanha
Descrição Investimento
Mídia R$ 2.045.254,00
Merchandising R$ 463.078,00
Eventos * R$ 1.417.890,00
Ações R$ 139.080,00
Promoção R$ 253.695,00
Total R$ 4.318.997,00
* 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 LealFelipe de Assis RodriguesMarcos Vinícius FenícioMaria José de Miranda ReisMarta Ayora de AlmeidaMarília Nataly Peres BrionesPedro Damasco PolicelliRenata SantosTatiana Just Schmitt Fernandes