cruciani c —content strategy plan
DESCRIPTION
TRANSCRIPT
/Becky Yuan /Xiaowen Pang /Summer Huang /Jessie Li /Cheng Chen /Ruoyu Zhu/
1st Overview
Customer Analysis
Content Strategy
Content Development
Strategy Plan
2nd
3rd
4th
5th
6th Deployment Plan
Overview
Overview
1 3 2
4 Main Concept Brief Introduction Market Analysis
Objectives
Overview - Main Concept
Each collection has a meaning. Each new collection has a story. Reinforce the sense of identity of customers to our brand value. Attract new customers in China.
Overview - Brief Introduction
The Cruciani C brand was designed to communicate Cruciani to a young and increasingly well-informed and demanding public. The Cruciani C offers colorful crochet bracelets that are made of macramé lace and made in Italy. The price is around 15EUR.
1992 2011
Cruciani Cruciani C
“The original or nothing!” The Cruciani C bracelets have more than 30 collections in total. Each collection carries thoughtful and unique messages of good wishes.
Overview - Brief Introduction
Overview - Market Analysis
Cost value
Price
High
Low
Low High
Overview - Market Analysis China Luxury Market
67%
33%
Resource of Increase of China Luxury Market
New customers Others
Overview - Market Analysis
S
O
W
T
Entry Lux. Low price comparing to other luxury bracelets
High levels of craftsmanship & quality. Macramé lace.
Thoughtful messages of good wishes. Convey a unique sensibility.
Low brand awareness. Weak promotion strategy. Limited proportion of market.
Purchasing power of female customers. Wider market access to China market.
China is the second biggest luxury consuming market.
Fierce competition in China market.
Overview - Business Objectives
Brand Value Sales
Customer Analysis
1 3 2
Customer Analysis
Persona Customer Profile Target Customer
Customer Journey
4
Customer Analysis - Customer Profile
Customer
Profile
The Connoisseur
Brand history Brand heritage
The Status Seeker
Conspicuous consumption Latest trends
The Creative
Unconventional Element of edge
The Altruist
Conscience Socially responsible
The Splurger
Gift Indulgence
Customer Analysis - Target Customer
The Status Seeker
They are driven by conspicuous consumption, and they like to keep up with the latest trends.
Customer Analysis - Persona
Name: Julia Wong Age: 27 Occupation: White collar Location: Shanghai Situation: Single
About Julia
Julia Wong is a stuff working in market department of L’Oreal. She loves many famous stars in fashion area. She cares about her personal image seriously. She always chats with colleagues about fashion, gossip and luxury.
A Day in Julia’s Life Julia usually gets up early in the morning and makes up for a long time. After arriving company, she had breakfast together with colleagues in the coffee house, discussing about the latest fashion trend and shows off her new accessories. After some tough work, she always visits some fashion websites that focus on famous luxury brand. She also pays attention to some fashion bloggers.
Goals I want to know more about the fashion icons I love and follow them. I want to make myself beautiful and distinctive. I want to be the trend leader.
Quick Stat
“I love luxury and fashion. I love to follow fashion icons and one day, I would be one of them.”
Customer Analysis - Customer Journey
Awareness
Consideration
Preference Buy
Loyal Assisting Interaction
Last Interaction
Long-term Interaction
Content Strategy
Content Strategy
1 2
Strategy Objective Content Channel
Content Strategy - Strategy Objective
Brand Value
Customer Engagement Sales
Content Strategy – Major Content Channel
Assisting Interaction Last Interaction Long-term Interaction
Content Development
Content Development
1 2
Content Specification Customer Journey
Content Development - Customer Journey
Awareness
Consideration
Preference Buy
Loyal Assisting Interaction
Last Interaction
Long-term Interaction
Awareness Consideration Preference
Buy Loyal
Content
Outline
Brand outline Brand image
Brand value Brand positioning
Brand story
Collections Collection story
Matched collection
Purchasing sources Prices
New Collections After-sale service
Content Development - Content Specification
Strategy Plan
Strategy Plan
Disney & Crucianic Collection
Slogan
Time
Place
Find Childhood Back
Children’s Day in 2014
Disneyland China
Crucianic X Disney Mission
Theme
Strategy Plan - Activity
Strategy Plan - Activity Goal
1. Promote the brand image of high social responsibility
2. Enhance the popularity of the brand among the children and the youth
3. Enhance the popularity of the new collection “Disney & Crucianic”
4. Get at least 100,000 rmb fund for China Youth Development Foundation
Learn to knit knots. Draw Disney characters on Cruciani C canvas. Lucky draw. Award: Bracelets of Disney&Crucianic Collection.
Sell bracelets of Disney&Crucianic Collection.
All earnings that day will be
donated to China Youth Development Foundation.
Strategy Plan - Activity Description
Strategy Plan - Activity Promotion
Micro Film; Promotion Video
Youku; Tudou; Official Website of Cruciani C/Disney
Cross-page Posters; Web Posters; Outdoor Advertising; Celebrity Snapshot
Weibo; Wechat; Instagram Story; Slogan; Short Advertisement
Fashion magazine; Fashion website; Official website of Crucianic and Disney
Strategy Plan - Weibo
Strategy Plan - Activity Promotion
Micro Film; Promotion Video
Youku; Tudou; Official Website of Cruciani C/Disney
Magazine Ads; Web Posters; Outdoor Advertising; Celebrity Snapshot
Weibo; Wechat; Instagram Story; Slogan; Short Advertisement
Fashion magazine; Fashion website; Official website of Crucianic and Disney
Strategy Plan - Vogue
Strategy Plan - Activity Promotion
Micro Film; Promotion Video
Youku; Tudou; Official Website of Cruciani C/Disney
Cross-page Posters; Web Posters; Outdoor Advertising; Celebrity Snapshot
Weibo; Wechat; Instagram Story; Slogan; Short Advertisement
Fashion magazine; Fashion website; Official website of Crucianic and Disney
Strategy Plan - Youku
Deployment Plan
Deployment Plan
Schedule
Deployment Plan - Schedule Phrase 1: Assisting Interaction
Phrase 2: Last Interaction
Phrase3: Long-‐term Interaction
Purpose
• Draw people's awareness to the brand;
• Impress people as luxury and high quality
• Get people's interest of this product with informative video and activities
• Trigger people's desire to buy this product and share the information
• Get customers' loyalty and promote next new product
Start Time & Duration April 1 Month—6 Months
May 2 Months
May 2 Months
July 3 Months
Channels
ofMline
Outdoor AD √ √ √ Magazine √ √ √ physical stores √ √ √ TV √ √ √ Activities √ √
online
Online AD √ √ √ Social Networks √ √ √ Online Media √ OfMicial Website/APP √ √ √ Search Engine √ √ √ Mail √
Brand Information
Apr May Jun Jul Aug Sep
Brand AD
Sales Training
Building Ranking in SEO
Collection AD
Collection Story
Celebrity Endorsements
Entertainment News
Online Interaction Offline Activities
Activity AD
Disneyland Activities
Activity Reports
Collection Promotion
Photo Sharing on SNS
Rank Top 5
Tie-in Advertising Sharing VIP
UGC Management
New Collection Promotion
EDM
Keep Ranking On Top
/Becky Yuan/Xiaowen Pang/Summer Huang/Jessie Li/Cheng Chen/Ruoyu Zhu/
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