-牛栏山二锅头:主攻白领男性,以及大奶
-马栏山二锅头:主攻二奶,与牛栏山互补,各自target不同consumers(为避免争端,这个品牌由经纪人独立运作。而且,media主要投给牛栏山,马栏山靠跟牛栏山对掐drive awareness,SOV应该也是比较competitive的。BTW,在shopper心目中,牛栏山和马栏山是敌对公司,誓不两立,实际上,赚的钱都归我们仨)
-羊栏山二锅头:主攻消费者美容护肤需求,走presstige路线。只卖贵的,不卖对的。
Adjacency:
-牛栏山二锅头副线:花生米,鸡翅膀,鸡爪子,豆腐干等(wave I launch)
-马栏山二锅头副线:情趣用品,美容产业等(TBD launch; depends on size of prize)
-羊栏山二锅头副线:护肤品,保养品等(TBD launch; depends on size of prize)
Power claim:
1.不二不爷们 (target to trade in)
2.今天你二了吗? (call for action;target to increase frequency)
3.让世界充满二 (target to expand distribution)
4.让我一次二个够 (target to enlarge basket size)
5.喝完14瓶,让你二 (target to drive basket size& sustainable consumption)
Media plan:
TVC+on line, to secure SOV leadership in China 1+/1
TVC创意:十二生肖各自拿一瓶二锅头,然后一个声音狂喊,今天你二了吗?(你懂的......)或,“不二不爷们”
on line:在微信、微博、豆瓣、天涯等白领网站在线推广,占领SOV leadership
Super Innovation
Focus on commercial idea+ product innovation(在新品牌launch阶段,focus在launch产品就好了). Commercial innovation方面,主要搞点PR和co-marketing就行了,以及后期的emotional bonding,比如“人,二起来”,等等。
PR方面:
-白领比谁二大赛
-二奶小姐选美大赛
Co-marketing方面:
-各大超市trial plan:凭世界500强及机关名片或工作证领取trial sample一瓶,体验"尽情二"的感觉
-各大房地产/汽车/电器销售商co-marketing活动
-各大白领相亲大会co-marketing活动,drive targeted trade-in
Super Go-to-market
Focus on differentiation+deep distribution+loyalty program——
Deep distribution:在广大china 3/4地区加入bazzar program,以及用power claim粉刷墙壁,拉过街条幅