参考digital marketing proposal ringo v1f16数字提案.pptx
2016GlenfiddichDigitalmarketingproposalPreparedbyMSLgroup
CONTENTSAboutMSLgroupYourBriefMarketfactandconsumerinsightOurthinkingDigitalmarketingstrategyExecutionplanandIdeasTeamstructureBudgetestimation
ABOUTMSLGROUP
YOURBRIEF
微信平台建设与SocialCRM系统微信内容策略与规划粉丝征募与数码营销活动(DigitalActivations)综合品牌营销活动(IntegratedActivations)社交聆听与监测(SocialListening)
MARKETFACTS
China’snewleadershiphasvowedtofightcorruptionandlaunchedafrugalitydriveacrossthecountry.Theeffectofanti-corruptionmeasuresisbigandclearlyfelt.Thehigh-endgoodsmarketshouldbraceforadjustmentsthatthecampaignwillcontinuestokeepmomentum.THECHINAMARKETISINTHE“VALLEY”PERIODANDCONSUMPTIONBECOMEMATRUAL
THEKEYWHISKYPLAYERSINCHINAMARKET
CONSUMEWELL-KNEWBRANDSISTHEBESTCHOICEFORCHINACONSUMERS
HOWDOESOURCOMPETITORSCOMMUNICATE-JOHNNIEWALKERBrandBrandEssence永远向前(KeepWalking)ProductLineCommunicationChannelOfficialWebsiteFollowers:657,832Latestcelebrity:赵薇，GogoboiCampaign:[绅士的博弈II］WeiboWechatmerceCampaigns:＃乐于感激，同行更远＃
Wechat-JOHNNIEWALKERWechatcontentsanalysisContentCategoryInformationCampaignE-CommerceBrandProductEventPromotionMenu√√√√ArticlesReadsCelebrityEndorsementCRM
HOWDOESOURCOMPETITORSCOMMUNICATE-CHIVAS
HOWDOESOURCOMPETITORSCOMMUNICATE-HAIGCLUB
HOWDOESOURCOMPETITORSCOMMUNICATE-SINGLETON
HOWDOESOURCOMPETITORSCOMMUNICATE-BALLANTINE’S
HOWDOESOURCOMPETITORSCOMMUNICATE-ROYALSALUTE
HOWDOESOURCOMPETITORSCOMMUNICATE-JACKDANIELS
HOWDOESOURCOMPETITORSCOMMUNICATE-MACALLAN
HOWDOESOURCOMPETITORSCOMMUNICATE-GLENLIVET
HOWDOESOURCOMPETITORSCOMMUNICATE-SUNTORY
SUMMERAY
CONSUMER
目标消费者TARGETCONSUMERSOurconsumersshareadesiretolivealifefullofexcitementanddifference;theyaremoreinterested,inchoosingtostrayfromthepathratherthantakingthesaferoute,injourneysthandestinations;intheend,theywanttobeabletosaythatthey’velivedlifetothefull.Theywa