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Untitled Prezi

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by

Kiki Choi

on 7 July 2013

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Transcript of Untitled Prezi

Table of Content
Basic Information & Problems
Target Analysis
Research
Objectives
Strategies & Creatives
Evaluation
Basic information & Problems
Poor Branding
Inappropriate Strategies
Poor Branding
Inappropriate Strategy
Targeting
Broad & Inappropriate: Mass Market
Lack of resources: Insufficient distribution channel
Communication strategy
Events: at schools & in society
Poor Effectiveness & Efficiency
Target Analysis
Target
Research
Research
Date: March 27 – April 3, 2013
Key Findings
Did not know
Highly interested
Objectives
Raise brand awareness
Sales 15%
Generate a positive brand attitude
Objectives
College
market
Students: potential target & medium
Foreigners
market
Huge potential market
Demographic:
Lingnan Region
Rebranding Strategy
Reposition
Sophisticated
Unified
Global
(Differentiated Positioning)
Pioneer
Heritage & Innovation
Most TRADITIONAL
Hand-made + Unique
Rename
Red
High-grade
Traditional
Festive
Happy
Symbol of China
Source:
Exhibition
“Heritage”&“Innovation”
Media: social media
Price & Transportation concern
Usage: gift-giving
Opportunity
Change
Strategy
Exhibition
Theme: Heritage & Innovation
DAN Model
Pre-event
During-event
Post-event
: 20 UIC
students
In-depth Interview:
4
foreigners
Poster
Invitation
Five Senses Integration
Brochure
Postcard Set
Folder
Prelaunch
Tactfully associate: "DAN"– "Fung’s"
What & Why
Launch
Spring Festival
Launch New Brand Identity
Social Media
Campaign:
Information Center
Intercultural Communication
Profile Pic
Blog Design
163 Blog
Prelaunch
Tactfully associate: "DAN"– "Fung’s"
What & Why
Launch
Spring Festival
Launch New Brand Identity
Social Media Campaign
Promotion Strategy
Promotion Email
January 20-30, 2014
New Visual Identity
Evaluation
Methodology
RED
Social Media
Campaign

Promotion
Strategy

Questionnaire
Interview
Observation

Followers Increase Rate
Content Analysis
Blog Effectiveness Analysis

Online Sales Increase Rate
Questionnaire Result
497 questionnaires
Knowledge
Informative & interesting:
Brand awareness (understanding)
Brand attitude (positive)
Thank You
Articals
Media
Invitation
Adding Red
Pilot Study
Space and Time
Space Setting
Logo
Prelaunch
Tactfully associate: "DAN"– "Fung’s"
What & Why
Launch
Spring Festival
Launch New Brand Identity
163 blog
Full transcript