Campanie de promovare pentru Savana email acrilic
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Transcript of Campanie de promovare pentru Savana email acrilic
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@ H2O Ad, Bucharest 2009
Client: Fabryo Corporation
Produs: Savana Email Acrilic pe baza de apa
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Cum a inceput totul…
вода суть жизни
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Savana Email Acrilic pe baza de apa
Caracteristici tehnice: Uscare rapida Putere acoperire Culori stabile 18 variante Durabilitate
Caracteristici emotionale: Eco-friendly Fara miros persistent Evitarea murdarii excesive
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Piata
Exista?!50.000 buc. per an
0.01% SOMOPORTUNITATE!
Segmentare…tehnologica
• Pe baza de solventi
• Pe baza de apa
• Exceptii Eco
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Pret
Segmentare pret
• Segment Mediu - pe baza de solventi - <15 RON
• Segment Premium - pe baza de apa - >15 RON
• Segment CvasiSuperPremium - Exceptii Eco – 200 RON*
+10.
58.3
>
*) Pret mediu al pietei
Pret bun comparativ cu produsele
competitoare…OPORTUNITATE!
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Target
VIORELTHEO
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Segmentare Target
# Persoane Volume Generate
Procesul Decizional
OPORTUNITATE!
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• Trial• Incentive program
Concept
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1 iunie – 15 iunie
15 scoli
15 clase renovate de Savana
30 mai
Ministerul Mediului – Sala Consiliului
500 persoane50 PRESA
20 ONG-uri10 Heavy Players
10 VIP
“Pretuieste APA!”
• Savana Brand Awareness• Fabryo – Companie Responsabila Social• Vizibilitatea Savana Email Acrilic pe baza de apa• Monitorizare presa (articole, TV, p. scrisa, online radio)• Networking
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15 iulie – 15 august
iunie-august
iunie-august
• Savana Brand Awareness• Crestere Market Share• Radio• Trial si Activare
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• Savana Brand Awareness• Interactiunea cu beneficiile Savana Email Acrilic pe baza de apa prin trial• DM and database generation• WOM prin Brand Ambassadors• Continuarea traditiei
1 septembrie
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• Savana Brand Awareness• Deschiderea unui potential canal de vanzare
iulie
• Real Estate Developers• Birouri Arhitectura• Firme de constructii
Strategia CORPORATE
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SMART !
Bugetul
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Bugetul
Total cutii – 1.587
Total RON – 12.250 (2.850 EURO)
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Evaluarea rezultatelor
Rezultate cuantificate prin:
Monitorizari de presa
Focus grupuri/Chestionare in magazine de bricolaj
Cifra de vanzari
SCOP FINAL: conexiunea in mintea consumatorului dintre Savana si protejarea apei
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Parteneri
MINISTERUL TINERETULUI ŞI SPORTULUIMINISTERUL EDUCATIEIMINISTERUL MEDIULUIA.D.P.
Primaria Municipiului Bucuresti
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Beneficii parteneri
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DECI ?
Apa este esenţa vieţiiApa este esenţa vieţii