super c offee 即溶咖啡台灣市場imc品牌整體宣傳行銷計畫

SSuccessfully uccessfully LLaunchaunchIInstant nstant CCoffeeoffee

in in TTaiwanaiwan

Agenda

CCoffee Market in Taiwanoffee Market in Taiwan

:20080316

::13550%

0200400600800

1000

300%!!300%!!1,000300200150503!

CCoffee Industry Findingsoffee Industry Findings

!

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

2007 2008 2009 1-6

2008 1-6 $99,423

$332,878

$163,081

$91,201

:

Source : Nielsen XPrn

Media Spending Analysis


0

5000

10000

15000

20000

25000

30000

2007 2008 2009 1-6

$18,292

$12,363

$25,078

:


0

5,000

10,000

15,000

20,000

25,000

1 2 8 0 0 1 ,9 8 3 1 ,1 1 7 2 ,8 5 1 9 5 2 2 ,5 1 9 2 5 9 1 4 ,1 2 3 5 ,6 4 9 1 9 ,1 3 9

2 0 0 7 2 0 0 8 2 0 0 9 1- 6


:


CCoffee M.S.offee M.S. FindingsFindings(1)!

(2)

(3)(4)Top of mind list

!

CConsumingonsuming EnvironmentEnvironment

(1)2008(1)2008::

(2)Web 2.0(2)Web 2.0::

EICPEICP20~6420~64::(1)

(2)

CConsumingonsuming TrendTrend

CCoffee Consumingoffee Consuming FindingsFindingsTrend & EnvironmentTrend & Environment(1)(2)(3)()

(1):1.2.PR

CCoffee Consumingoffee Consuming FindingsFindings

Instant Coffee Consuming BehaviorInstant Coffee Consuming Behavior(See appendix: Instant coffee survey)

(1)30~59(2)(3)10,000(4)(5)(6)

CCoffee Consumingoffee Consuming FindingsFindings

(1):1. About Target Audience:

Profileswitchers

2.3.30~494.

27.10 20.20 30.60 16.40 18.40 13.40 21.50 8.50

13.50 6.70 22.00 4.60 13.10 6.50 15.30 3.50

11.90 6.00 19.40 3.90 11.10 7.00 12.50 4.60

10.90 7.80 25.20 13.70 10.40 5.40 21.10 8.80

6.40 2.10 10.30 3.50 4.90 2.80 10.70 4.00

4.40 2.40 6.70 1.90 4.10 2.40 11.20 3.20

3.90 1.60 6.50 1.60 3.80 2.00 6.50 2.10

UCC 3.30 0.80 6.10 2.20UCC 3.30 1.10 4.50 1.10

2.80 1.30 7.20 2.10 2.30 1.30 10.20 1.90

2009 Instant Coffee Raking

5:Mocca

MOCCA

What Major Brand Talked?

NESCAFE

BARISTA

Communication

NESCAFE() NESCAFE

Insight

MOCCA

()

() NESCAFE

Mr.Brown

Life Begins with Mr.Brown Coffee

MOCCA

Whom Major Brand Talk to?

NESCAFE

BARISTA

Communication T.A.

Middle/Working People 35~44

Insight

Elder/Professional 35~49

Young /Pursuiting Love 20~34

All/Blur

Mr.Brown Young /Sentimental/ Art 20~34

Brand

(1938~)

(1852~)

(1976~)

(1997~)

(1998~)

How Leading Brand Show Them?

How Others Show Them?

CCompetitorsompetitors FindingsFindings

What we get from Competitors?What we get from Competitors?

(1)55(2)

(3)

(4)!

WWhat We Learn?hat We Learn?

(1):1. FU

2.3.

4.OK

CConclusiononclusion

A Coffee Battle,A Coffee Battle,

Is a Marketing Battle!Is a Marketing Battle!

We are selling Feeling!We are selling Feeling!

And Taste accepted is must!!And Taste accepted is must!!

!taste(

HHow We can Win?ow We can Win?

30|

44

20|

49

79%44%68%

(44%)(30%) 52%

67%BlogFB

1041111

CCommunication T.A. & O.B.ommunication T.A. & O.B.

:Switchers

30|

44

20|

49

HHow We Talk to T.A?ow We Talk to T.A?:

Super Instant CoffeeSuper Instant Coffee,!

Concept:Super (Support to believe)

Super

(Reasons to believe) (WEB 2.0 Spirit)

(Ways to be believed) News/Stories/PR/Campaign/TVCF

BBrand Strategyrand Strategy

Concept: Super CoffeeThink Super (Support to believe)

(Reasons to believe)

(Ways to be believed) TVCF/Printed AD/Wrappers (Taste/DM)/PR/Event/Campaign

with (Brand)Stories

CCommunication Strategyommunication Strategy

Concept: Drink Me,

I have what You want Tastes

:Dreaming Role Play ....Super!

web2.0 ......

PProduct Strategyroduct Strategy

Concept: You can instantly be another you

now In Super Instant Coffee :

CEO -(Success/Money/Power): LatteTrunk Driver- (Man/Strong): Strong/BlackSecretary- (Blond/Slim/Beauty) :Low FatNoble Woman-(Nobel/Luxury/Upper Level): Strong Milky CoffeeHousewife-(Ordinary/Self-manage/Smart Budget Control): Cappuccino

Freelancer (Freedom/Reality/Lonely): Caramel Macchiatto (Sweet)

Tone & Manner:

(EX:,..)

PProduct Conceptroduct Concept

BBrand Positioningrand Positioning

What I am?Super Instant Coffee

Super!

Why Buy Me?

..

Who am I for?

..

Super

SuperSuper

20-49(30~44)

switchers

Super Instant Coffee

BBrand Communication Framerand Communication Frame

1. Media-Super Instant CoffeeSuper Instant CoffeeSuper Instant Coffee

2. PR-Seeding3. Event-Think SuperWhat Super Think You Have??

IIMC ObjectiveMC Objective

Super Instant CoffeeBecome Top of Mind

IMC

IIMC StrategyMC Strategy

How to Achieve?

IIMC FulfillmentMC Fulfillment1. Media-TVCF-Soon Establish Awareness and Preference>>Push Buy

:Use Multi-Materials Strategy,3Super Instant Coffee:3,000~3,5003 campaign burst+ sustain volume

Printed-Detail Product Preference Build-Up>>Push Buy

Follow TVCF Concept with Detail Campaign & Sales Info

Internet & Others-Soon Arise Interest to Brand & Product>>Push BuyFollow TVCF Concept with Campaign idea & Sales Info

IIMC FulfillmentMC Fulfillment2. PR-

:(1):Super

(2)Super

:

Media Tour

:Photo Library/SP

Yes we can.Yes we can.

Find a good and suitable partner to be there!

Appendix>>Coffee Media

Spending

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

Dyd o

6 ,2 8 6 6 3 7 1 0 ,9 6 0 1 ,0 2 8 2 ,3 9 8 2 ,8 5 9 1 ,1 4 9 Dyd o 4 ,8 1 8 1 ,9 7 4 3 ,0 5 7 2 6 ,5 3 7 2 5 ,1 4 0 6 ,2 0 7 2 1 ,2 9 7 8 ,9 5 2 5 ,6 6 7 7 7 ,3 9 1 1 9 ,4 0 6 2 6 ,7 8 4 1 1 ,6 4 9 3 ,9 9 8 1 ,8 2 4

2 0 0 7 2 0 0 8 2 0 0 9 1 - 6


:


0

2000

4000

6000

8000

10000

12000

2007 2008 2009 1-6

$7,242

$11,292

$3,357

:



Appendix>>Instant Coffee

Consumers Survey

3 13-14 15-19 20-29 30-39 40-49 50-59 60-64

25.20 3.80 13.70 16.60 32.00 33.70 30.40 19.10 74.80 96.20 86.30 83.40 68.00 66.30 69.60 80.90

3 13-14 15-19 20-29 30-39 40-49 50-59 60-64

31 15.00 1.30 5.30 10.00 17.20 20.80 20.30 14.6011 7.10 2.60 5.30 6.10 7.70 7.80 9.10 6.7021 3.80 1.30 3.20 3.30 4.50 5.10 3.40 0.00

11 4.90 5.10 5.30 3.70 6.10 6.30 3.40 1.10 69.40 89.70 81.10 76.90 64.40 60.00 63.90 77.50

T.A. AnalysisT.A. Analysis--AgeAge

Source : 2009 EICP Survey

3

25.20 17.70 32.50 16.00 31.90 74.80 82.30 67.50 84.00 68.10

3

31 15.00 11.00 18.80 9.50 18.5011 7.10 5.90 8.30 5.20 8.6021 3.80 3.20 4.20 2.70 4.80

11 4.90 3.80 5.80 5.30 4.10 69.40 76.00 62.80 77.30 63.90

T.A. AnalysisT.A. Analysis--Gender Gender


3

10,000

10,001-20,000

20,001-30,000

30,001-40,000

40,001-50,000

50,001-60,000

60,001

25.20 21.20 14.80 33.60 28.60 24.60 30.40 21.10 26.50 74.80 78.80 85.20 66.40 71.40 75.40 69.60 78.90 73.50

3

10,001-20,000

20,001-30,000

30,001-40,000

40,001-50,000

50,001-60,000

60,001

31 15.00 10.20 7.40 22.40 17.20 16.30 15.70 19.30 18.6011 7.10 7.10 0.00 8.40 8.90 6.00 8.30 4.40 6.9021 3.80 3.60 3.70 4.90 4.40 3.10 5.10 1.80 2.00

11 4.90 4.40 3.70 2.80 4.90 5.40 6.50 5.30 4.90 69.40 74.70 85.20 61.50 64.60 69.10 64.50 69.30 67.60

T.A. AnalysisT.A. Analysis--IncomeIncome


3

25.20 8.10 14.80 27.00 37.80 29.00 20.60 23.60 37.30 18.90 74.80 91.90 85.20 73.00 62.20 71.00 79.40 76.40 62.70 81.10

3

31 15.00 2.40 6.80 17.50 23.50 16.40 16.10 14.40 19.90 9.5011 7.10 4.70 4.00 10.00 8.80 9.20 3.80 5.60 9.10 9.5021 3.80 1.90 4.00 1.50 4.20 4.40 4.10 4.10 5.80 1.10

11 4.90 5.20 4.50 6.00 5.50 6.10 4.10 4.10 4.30 2.10 69.40 85.80 80.70 65.00 58.00 63.80 71.80 71.80 60.90 77.90

T.A. AnalysisT.A. Analysis--OccupationOccupation


(3)

56.10 37.40

31.20 19.90

18.10 17.30

14.80 13.40

3.80

T.A. AnalysisT.A. Analysis--TimingTiming


(3)

53.80 45.70 32.30 29.50 26.90

20.20 23.20

18.10 7.70 7.50

6.50 5.40

T.A. AnalysisT.A. Analysis--Buying FactorsBuying Factors


Appendix>>Instant Coffee

CompetitorsChannels

Instant Coffee in Taiwan

NESCAFE

Mr.BROWN

BARISTA

UCC

AGF

//

/

/ KA/PX/

/

/

/

/

/

/

39~399

39~399

39~200

39~299

29~399

29~299

99~399

//

/

//

/

//

KA/PX/

KA/PX//

KA/PX//

KA/PX/

KA/PX//

KA/PX/

KA PX

/

Mr.Right

DAVIDOFF

/

/ //

99~200

99~200

800

KA/PX/

KA/PX/

MOCCA / 39~200/ KA/PX/

Instant Coffee in Taiwan

AgendaHow to Achieve?