清扬Clear China文案

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1、ClearChinaJTBD09ClearChinaI&O(Y2009)Opportunitytoacceleratetrialrateinpurchasechannelamongfemalesbyincreasingbrandawarenessandoptimizingtrialbuildingactivities.Changethemediabuyingtobeinlinewithbrand’sdual-genderapproach(notoverlyskewedtofemales)andincreasebra

2、ndawarenessinkeymarketsthroughoptimizedchannelandprogramselections.OpportunitytofilldistributiongapinLS/SS/CVS,bottledistributiongapinB/C/Dcitiesandmalerangedistributiongap(vs.unisex.)OpportunitytoaccelerateClearmalepenetrationbuildingthroughmoreconsistentcomm

3、unicationbehindmaleinsight,moreeffectivetrialbuildingactivitiesandimprovingdistribution.OpportunitytoconsistentlycommunicatesuperiorADefficacyvs.H&Sacrossallchannels.Opportunitytodrivestableoff-takegrowththroughconsistentin-storeDM/visibilitysupportwithbettere

4、xecutionquality.Opportunitytoacceleratetrialrateinpurchasechannelamongfemalesbyincreasingbrandawarenessandoptimizingtrialbuildingactivities.KeyIssues&OpportunitiesJobs-to-be-DoneOpportunitytochangethemediabuyingtobeinlinewithbrand’sdual-genderapproach(notoverl

5、yskewedtofemales)andincreasebrandawarenessinkeymarketsthroughoptimizedchannelandprogramselections.OpportunitytofilldistributiongapinLS/SS/CVS,bottledistributiongapinB/C/Dcitiesandmalerangedistributiongap(vs.unisex.)OpportunitytoaccelerateClearmalepenetrationbu

6、ildingthroughmoreconsistentcommunicationbehindmaleinsight,moreeffectivetrialbuildingactivitiesandimprovingdistribution.OpportunitytoconsistentlycommunicatesuperiorADefficacyvs.H&Sacrossallchannels.BuildClearbrandawarenessmoreeffectivelythroughoptimizedmediatar

7、geting&mediachannel/programsselectionClosethedistributiongapwithH&Sinthemoderntradechannels,particularlyinLargeandSmallSupermarkets.GetyoungFemaleADshampoouserstotry/converttoClearthrougheffectiveintegratedbrandcommunications(IBC),massivesampling,effectiveprom

8、otionsandsuperiorADefficacybuilding.FromI&OtoJtbD(ClearY2009)Opportunitytodrivestableoff-takegrowththroughconsistentin-storeDM/visibilitysupportwithbetterexecutionquality.OwnMaleAD