skinny girlpresentation

Global Expansion Strategy

Crere Innovo - Who We Are

We believe that people create brands.

Our objective is simple: Create innovative, digital ways to empower people to build global brands.

Success is not a question, it’s a guarantee.

Crere Innovo - Who We Are

Chief Strategy Officer: Courtney LeBlanc

Public Relations & Promotions Director: Michaela Trimble

Interactive Director: Chinenye Rita Ifepe

Digital Project Manager: Doris Peng

Creative Director: Sirimas Panchana

Crere Innovo - Team

SWOT of Japan

Strengths

1. Japanese Societya. Strive for perfectionb. Show improvement in

lacking areas

2. Technologya. New innovations are

important

3. Economya. Strong and open to

imports

Weaknesses

1. Non-verbal Communicationa. Negotiation and

communication can be misinterpreted

2. Relaxed Culturea. Based on relationship

building - more time

3. Travela. Citizens travel extensivlyb. Go to other countries for

higher education and stay

SWOT of Japan

Opportunities

1. Environmental Issuesa. Need for recycling and

energy saving

2. Women in Businessa. Increasing yearly

3. Foreign Influencea. welcomed because of

increase of studying abroad

Threats

1. Locationa. Far away from US - may

have distribution issues

2. Foreign Investmenta. Small amount

3. Competition Saturation

Market Situation

Japan

Market Situation

Japan's Cultural Dimensions

Market Situation

Doing Business in Japan

Positives● High Economic Freedom● Low Level of Corruption● Incline in Monetary & Fiscal Freedom

Negatives● Decline in the Management of Government Spending● Decline in Labor Freedom

Market Situation

Women in Business in Japan

● 54 percent of professional and specialty jobs● 13 percent of lawyer and physician jobs ● 1/3 of students in medical schools● 1/4 of those of who pass the bar examination

Market Situation

Japanese Drinking Culture

● 83.1 percent of men and 60.9 percent of women drink alcohol in Japan

Segmentation

Segmentation

Urban Areas• 60% of premium wine is consumed in the Tokyo area•Tokyo-Osaka-Second tier cities

Rural areas• Traditional wines are more popular

Positioning

Skinnygirl targets college girls and office ladies in urban area.

Targeting

A premium brand with fashion oriented image that allows consumers to indulge in a glass of wine

with friends without losing their slim figures.

Competition

Strategic Plan - Overview

Type Timing

OOHBillboards 1-3

January 2014

Social MediaWebsite, Facebook & Twitter Launch

January 2014

Public Relations EventMBFW Product Launch

March 2014: MBFW Tokyo

TV Advertisements April 2014

Media Plan - OOH

● Billboard○ Starting January, Billboard ads will be placed at Ginza, a high-traffic

shopping district in Tokyo.To promote the MBFW Tokyo launch in March.

● Generate buzz with Twitter, Facebook, Website (JV) and mobile app.

● Twitter and Facebook page will educate consumers about product

benefits and usages.

● “Tweet your skinny recipes” will be a follow up campaign after the

launching event to increase consumers engagement.

Media Plan - Social Media

Media Plan - Social Media

● Website

○ The Skinnygirl website will be a recipe hub, where all

products and recipes will be categorized by lifestyle.

● Mobile App

○ The Skinnygirl mobile application will be

another recipe hub, and consumers can post

their “Drink Like a Lady” pictures to be voted via

the Skinnygirl website.

Strategic Plan MBFW Launch & The Skinnygirls

MBFW Tokyo Launch● Prestigious Event● Celebrities, media, bloggers and fashion icons● Official Liquor & Wine

○ Swag Bags○ Media Samples○ Celebrity Gifts

Skinnygirls● Brand Ambassadors● Serve Skinnygirl at Events

○ Black & Red Skinnygirl Clothing

TV Advertisements

Post-event coverage: April - May 2014● NHK, Fuji TV & TBS

○ Reinforce the brand to consumers ○ Available to purchase Skinnygirl in stores

Retail Locations

Bar DistributionTrump House Tokyo New Lex Edo

Le Baron de ParisCasba Tokyo

Creative - The Goal & Objective

GoalTo generate brand awareness and product positioning

ObjectiveTo gain the consumers and media attention from our launching event

Message"Drink like a lady"UseTo emphasis that women can look good and get in shape, while leading a healthy social life by drinking low-calorie Skinnygirls productsMood & ToneSkinny, sexy, tempted, confident, fashionable, chicColorBlack and red

Creative - The Messaging

Out of homeBillboard

Creative - Execution

Out of homeBillboard

Creative - Execution

Social MediaWebsite

Creative - Execution

Social MediaWebsite

Creative - Execution

Social MediaWebsite

Creative - Execution

Social MediaWebsite

Creative - Execution

Social MediaWebsite

Creative - Execution

Social MediaFacebook

Creative - Execution

Social MediaTwitter

Creative - Execution

Social MediaMobile Application

Creative - Execution

EventBackdrop

Creative - Execution

EventAtmosphere

Creative - Execution

The Budget

Type Timing City Budget

OOHBillboards 1-3

January 2014 Tokyo $500,000

Social MediaWebsite, Facebook & Twitter Launch

January 2014 Tokyo $250,000

Public Relations EventMBFW Product Launch

March 2014: MBFW Tokyo

Tokyo $500,000

TV Advertisements April 2014 Tokyo $500,000

Questions?