skinny girlpresentation
TRANSCRIPT
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?