© wrigley 2013. confidential and proprietary information of wm. wrigley jr. company doublemint...

© Wrigley 2013. Confidential and Proprietary Information of WM. Wrigley JR. Company

DOUBLEMINT Y2015 Activation Campaigns


Purpose of This SessionProvide update & solicit inputs for DM Y2015 activation campaigns

1. P5 BPI – Expect to lock down the plan in early Mar.

2. P8 brand restage big bang (New VI + New OTC) – 1st draft to invite early inputs


Agenda• P5 BPI Activation

1. Objective & Overview (By Joyce)

2. Core Idea (By BBDO)

3. Connect Plan - Amplify the core idea in different touch points (By BBDO)

4. Impact to Y15 (By Joyce)

• P8 Brand Restage Campaign1. Consumer Activation (By Joyce & BBDO)

2. Trade Support Plan (By Alan)

3. Transition Management (By Joyce)

4. Impact to Y15 (By Joyce)

4

Fixing the Fundamentals

PACE & POP

Media Reach

Distinctiveness

Pricing Accessibility

MARKET COVERAGE

Margin to Invest

SKU Optimization

COPY EFFECTIVENESS

PRODUCT PERFORMANCE

Place

Don’t Wait to Start Something Fresh

New VI

Hobbit

Project Flagship


Under Overarching “Social Connection” Platform, there are two coherent campaigns to create two big windows for DOUBLEMINT in Y2015

1. BPI (Start from P5)“Don’t Wait Start Something Fresh” Activation campaign

New Brand Copy (feature Mints)

2. P8 BIG BANG BRAND RESTAGE (New VI + New OTC)• New Brand Copy feature Gum • Activation of Fresher Taste (new product upgrade) +

Fresher Look (new VI roll-out and new POS)• New Product of Hobbit

Two Big Window for DM in Y15


P5 BPI Activation


Campaign Objective• Build DOUBLEMINT Social Connection brand story

via engaging and interactive consumer experience to increase brand relevancy

• Provide strong motivation to consumer to drive off-take through all channels (Help liquidate old pack inventory before P8 NVI launch)

Support DM whole line (Both GUM & MINT)

© Wrigley 2013. Confidential and Proprietary Information of WM. Wrigley JR. Company8

CAMPAIGN IDEADon’t wait to start something fresh

IN-STORE (MT & TT)DIGITAL/SOCIALTVC

New TVC to further build brand story (Feature Mint)

Campaign Summary

1. Leverage on - product activation mechanism (Scan Barcode) to drive O2O and off take in all channels

2. Leverage the strategic partnership with the biggest social media platform in China - Wechat to drive penetration

Integrated with In-store to call for action, close the deal.

9

BARCODE CONNECTIONS 2014

A Good Test & Learn In Y14In 2014, Doublemint created a successful partnership with WeChat, using the app’s innovative scan technology to bring our product’s barcode to life.

With a simple scan, we helped connect people to each other across China.

Let’s take the idea further.

10

Pushing Doublemint forward

Let’s continue our partnership with Tencent/WeChat, China’s highest reach platform, who shares Doublemint’s vision of helping people connect. This time, let’s take advantage of the very latest technological innovations.

MEDIA PLATFORM

11

Moving to Mobile: the Consumer’s Closest Screen

MEDIA TREND

China mobile internet users continue to grow

“2nd Screen” is the 1st Screen

TENCENT

VIDEO-ON-DEMAND

INFO&KNOWLEDGE

PRODUCTIVITY

SHOPPING

LIFE & NAVIGATION

GAME

COMMUNICATIONText Chat, Voice Call, Facetime

438 Mil MAU

829 Mil MAU

Q3 Revenue: RMB 11BIL

100 Mil Viewers

Leverage scale partners to bring BPI to lifeTencent – Leading Digital Giant in China

MEDIA PARTNER

Activation Idea

14

InsightPeople need data to stay connected. The more free data Doublemint offers, the more connection stories will happen.

Free data = certain amount of connection stories.

15

P5 ACTIVATION

The Idea

Scan Doublemint,Get free data for more connections.

16

P5 ACTIVATION

Design WIP

17

ParticipationP5 ACTIVATION – THE CONSUMER JOURNEY

Scan any DM SKU barcode

Input mobile number, click to get free data

Share “Data” with your friends in Wechat Moment to stay connected

Highlight Social Connection Brand Meaning

18

P5 ACTIVATION

19

Reach – Video App OpeningP5 ACTIVATION – THE CONSUMER JOURNEY

Get 30MB free data, tell him “I love you” via 19 videos.

20

Reach – Music App OpeningP5 ACTIVATION – THE CONSUMER JOURNEY

Get 30MB free data, download an album to dance with her.

21

Reach – Cooking App OpeningP5 ACTIVATION – THE CONSUMER JOURNEY

Get 30MB free data, have 60 mins live cooking course from your mom.

SocialP5 ACTIVATION

#What 30MB can do for connections?#

I need 30MB to open up the baidu map and find my way out here.

22

SocialP5 ACTIVATION

#What 30MB can do for connections?#

VISUAL DEMO ONLY

23

In-Store - TT

Wobbler on Hax rack and counter

POSM Communication to Close the Deal

Design WIP

25

Wobbler on shelf & Checkout

In-Store - MT

Synergize Mobile Touchpoint in close loop of “Stay Connected” idea

P5 ACTIVATION - MEDIA

EXPOSE

PUCHASE

INTERACTION SHAREReach:1+20%

Scan 1.0

27

Impact to Y2015

• Incremental Volume: 1.6m ssu (7% vs. Total DM Y15 incremental volume)

• SPPD increase : + ~3-4ppts• Drive heathy inventory level before

NVI & New OTC launch in P8


P8 DOUBLEMINT BRAND RESTAGE BIG BANG

TopicsOverview

Consumer Activation

Trade Support

Transition Management

Internal Engagement

TopicsOverview

Consumer Activation

Trade Activation


Internal Engagement

Overall CalendarExcite Consumer & Trade and Smooth Transition

TradeActivation

Consumer Activation

New VI Launch

Supply Chain & RDC transition

arrangement

P7 P8 P9 P10 P11 P12 P13P6P5P4

Internal Engageme

nt

Transition Manageme

nt

Management Endorsement

& Launch event

Visibility Maximization in MT / TT

MT In-store Shopper activation

Trade Push & Carnival

Sales IncentiveTrade

communication

In-store Inventory Liquidation

BPI - Digital & Social

Digital & Social

BPI in-store

New TVC - Gum New TVC- GumNew TVC- Mint

TopicsOverall Calendar

Consumer Activation

Trade Activation


Internal Engagement


Campaign ObjectiveAmplify the “New OTC & New VI” impact to address Can’t see it and Not relevant for penetration barrier.

1. Drive awareness & excitement of the brand restage 2. Drive Trial of new OTC3. Gain more distribution & in-store visibility

P8 DOUBLEMINT Brand Restage Big Bang Holistic Support to Bring Excitement to Consumer & Trade to Amplify NVI & New OTC

35

New TVC feature New OTC Build Brand Story

“Don’t Wait to Start Something Fresh”

Hero NVI OTC in the brand story

Highlight OTC formula upgrade in end frame

+

Total Upgrade. Fresher & Better Taste


Digital & Social Objective • Communicate “New Doublemint Launch” in an engaging &

compelling way• Continue build social connection brand meaning

Strategy• Coherent with P5 BPI for consistency (Build & Own “Mobile

On Line Connection” as DM platform) • Create engaging brand experience riding on big digital

trends & Focus on digital behavior that facilitate connection


People have the needs to connect with others. But it’s not whenever or wherever you want to connect, you can connect. “It’ll be great if WIFI is accessible everywhere.”

Insight

Digital & Social


(Scan NVI, connect with WiFi for unlimited chats)

Core Idea

Digital & Social

Design WIP


Co-op with existing WiFi provider to drive SCALABLE impact

Provide huge WiFi networks to DM consumers

Digital & Social


The consumer journeyConnect to Doublemint

Campaign Page(Promote New DM

Message)

One click follow Doublemint Wechat and

Connect to WiFi FOR FREE *

Scan any DM SKU NVI “packaging” (Highlight NVI)

Digital & Social

Scan DM product, then enjoy FREE WiFi to connect with your friends anytime anywhere

* Leveraging existing Wifi hotspot provided by China telecom)


Digital & Social Media StrategyDrive new tech-property to amplify the awareness of New Doublemint

EXPOSE

PUCHASE

INTERACTION SHAREReach:1+25%

Scan 2.0Scan New DM

In-Store Activation - TTObjective & communication FocusHighlight OTC upgrade message of “Fresher & Better Taste” to drive conversion

Activation StrategyMassive POSM and Merchandising to enhance OTC visibility


TT merchandising tools

TT – Visibility maximization

Design WIP


Model store


TT Consumer Journey – Communicate New DM OTCAcross Consumer Path to Purchase

TVC

Digital &Mobile

In-store

Product & Packaging

Don’t‘ Wait to Start Something Fresh

Create awarenessfor New DM with high reach

Call For Action& gain Prominent In-store Presence

Drive Purchase via New packaging & New formula

Create awarenessfor New DM with engaging activation in digital

In-Store Activation - MTObjective & Communication Focus

Highlight New VI DMS & Drive Conversion

Hero the Arrow, Proud of our Green

Start Something Fresh with New DOUBLEMINT

In-Store Activation - MTActivation Strategy

1. Strong merchandising & POSM with NVI to maximize visibility & gain more point of interactions

2. Continual shopper promotion support from P8 to P12 to drive off-take


Look of Success – Main Shelf

For DM GUMFor DMM

New Merchandising Tools & POSM Feature NVI

Hobbit Rack

Slim pack rack

Wifi Activation wobbler

DMM Tin Rack

DMM Plastic Rack


Look of Success – Check Out

Pop up shelf talker

Side panel Rack

DMM Rack

New Merchandising Tools & POSM Feature NVI

Hobbit at add-on rack


Look of Success – Multiple Location

Continual Shopper Promotion Support from P8 - P12 to Drive Off-take

P10 National Day

Promotion pack

4500 stores

P12 Thematic Promotion

P11Dedicated NVI

Promotion

All DM productsbuy-get premium

2500 stores

Buy DM products 16RMB get premium 500 PG store/2000 other stores

P8 P9 P10

52

P11 P12 P13

15 national key account promotion windows

Drive Trial of New OTC – SamplingQSR Sampling Ecommerce

samplingCVS Cross-category

Sampling

1000,000 New OTC to consumers Detail mechanism WIP


Consumer Activation

Trade Support


Internal Engagement

Trade Communication - TT Retailers

It’s critical to communicate the NEW OTC to retailer to avoid the counterfeit product doubt and provide trade confidence with the product upgrade

On Tray Communication

At the back panel for retailer communication

Trade Margin

Limited room to improve trade margin under current pricing structure

Price Adjustment(TT)Current DM

OTC(60*20)

出厂价不含税不含折扣 1066.8

经销商折扣后含税进货价（元 / 箱） 1236.00

经销商出货价 ( 元 / 箱 ) 1240

经销商 Mark Up( 元 / 箱 ) 4.0

经销商 Mark Up(%) 0.3%

上游批发进货价 ( 元 / 箱 ) 1240

上游批发出货价 ( 元 / 箱 ) 1245

上游批发 Mark Up( 元 / 箱 ) 5

上游批发 Mark Up(%) 0.4%

下游批发进货价 ( 元 / 箱 ) 1245

( 元 / 盒 ) 20.8

下游批发出货价 ( 元 / 箱 ) 1260

( 元 / 盒 ) 21

下游批发 Mark Up( 元 / 箱 ) 15

下游批发 Mark Up( 元 / 盒 ) 0.3

下游批发 Mark Up(%) 1.2%

零售店进货价 ( 元 / 盒 ) 21.0

零售店零售价 ( 元 / 条 ) 1.5

零售店 Mark Up （元 / 盒） 9

零售店 Mark Up(%) 42.9%

Total Trade Markup( 元 / 箱） 564

Total Trade Markup(%) 45.6%

Trade Margin Improvement ProgramObjective • Improve TT retailer /WS channel margin to increase TT forward stock and display quality.

Direction • Incentives to RETAILERS to drive sell-out • Mechanism: Scratch card with RMB5/10/100 Alipay red pocket in each tray ) • Partnership with AliPay to exchange resources• Scale ： 14,557k ssu (+10% vs. LY)• Budget: RMB57,572k (Sponsored by Alipay – In the negotiation process)

hit rate(50%) budget(K RMB)

RMB 5 RMB 10 RMB 100 Red bag fee Poster etc. M&P 合计40% 9% 1% 56,772 800 57,572

10元

5 元


Wholesale Announcement - CarnivalLaunch @ Wholesale carnival (P8)

800 autumn carnivals

400M RMB order target

80% carnivals in suburban areas


Wholesale Announcement – SamplingSampling to wholesalers (Cover 100% Carnival + Top100 Wholesales market)


Wholesale Announcement –WS MarketBillboard in WS market + In-store communication (Top 100 DOUBLEMINT Business Wholesales Market)

Additional Funding for TT & WS

Traditional trade M&P investment(P8W4-P10)

channel Mechanism Quantity Spending(K RMB)

1 WS WS market billboard National top 100 WS market 1,0004 WS WS Model store

decoration 店招 300 units 1,050

6 WS WS umbrella 10k units 1,2307 WS 堆头围膜 Wrap 3,000 units 6005 WS Banner 10k units 4002 WS/TT Poster 1,000k units 1,6003 WS/TT Wobbler 1,000k units 300

Total 6,180


Consumer Activation

Trade Activation


Internal Engagement

Target of NVI Transition

1 Period to Complete Order Transition in RDC Level

5 Months to Complete Transition in Store Level

Our Enabler

Smooth Transition

• Old & New Package Supply Planning

• Supply Chain & RDC transition arrangement

• Product Display guideline

• Merchandising Tool guideline

• Sell-in tool kit

• P5 BPI

• Delegated promotion in strategic KA & Region

• Leverage national promotion by heavy-up premium

Product Supply Control

AcceleratedIn-store

Inventory Selling

Clear Transition Guideline


Old Package Product Control• FCST Management (Weekly monitor

inventory level & adjust forecast every P

• Package Material Purchase• Production Management

New Package Product Supply• NVI Package MO readiness• Production Management (3 batches)• RDC readiness & first in first out principle

New VI Toolkit• Sell-in kit• Product display

& POSM guideline

Sales Incentive Program• Speed Distribution• Execution excellent

Internal Engagement • Endorsemen

t• Launch

event

Supply Chain & RDC Transition

MT & TT In-store transition

In-store Inventory Liquidation P5 BPI P7- P9 Dedicated promotion P10 National Day

Supply Chain & RDC Transition In-store Transition

P3P2P1 P6P5P4 P7 P11P10P9P8 P12


Old VI Product Production Control

FCST Management

Old Package Material Purchase

Production Management

• Accurate forecast aligned with cross-functional team

• Weekly monitor inventory level & adjust forecast every P

• Plan material ordering flexible to reflect forecast changes

• Production plan flexible to reflect forecast changes


NVI Product Supply Management

2nd Batch

Mint

Open Order Day

Gum

Other SKUs

50s Tin Can

P8 W4

Flagship OTC

1st Batch

35s Tin Can & 20s Plastic

P8 W1

Bottle

Slim Pack

P8 W2

3th Batch

Blockbusters


Accelerate In-store Inventory Liquidation

Clear old stock by buy-get mechanism

• Delegated liquidation plan in strategic NKA / RKA• Leverage national promotion window

Delegated Liquidation Plan6,000 HPM & SPM stores

390 k Premium

National Day Promotion

1,000 HPM stores90 k Premium

P10P9P8P7P6P5

BPI Program

In-store POSM

Clear Internal New VI display Guideline

Video

新包装转换

店内陈列指引

陈列工具店内陈列指引

2陈列物料执行 - 对新品牌形象展示非常重要

产品店内陈列指引

11.2 新包装共存期间陈列指

引

产品店内陈列指引

1

1.1 新旧包装共存期间陈列指引

Leaflet

3,000 Pcs Ready in P7

Ready in P7

• Product Display guideline• Merchandising Tool guideline

2 enabler to facilitate in-store execution

Full-set Sell-in toolkit

Ready 2P before open order day

• Sell-in Story

• Sample

• Hygiene Report

• Product Shot

• Trade Mark Certifications

• New VI Launch

Communication Letter

• Best Before Day

Communication

• Q&A

1

2

3

4

5

6

7

8


Sales Incentive Program

Individual Prize 300 sets Prize

for Fastest Cases Sharing

Team Building Fundingfor Top 17 cities of 3 city group

Speed to ShelfFast Sharing

Blockbuster Distribution

POSM Execution


Shopper Activation

Trade Activation


Internal Engagement

Internal Engagement Management Endorsement – P6 ~ P7

Launch Date Internal Event– P8W1

For Demo Purpose

For Demo Purpose

Recap The PlanExcite Consumer & Trade and Smooth Transition

TradeActivation

Consumer Activation

New TVC - Gum

New VI Launch

Supply Chain & RDC transition

arrangement

P7 P8 P9 P10 P11 P12 P13P6P5P4

Internal Engageme

nt

Transition Manageme

nt

Management Endorsement

& Launch event

Visibility Maximization in MT / TT

MT In-store Shopper activation

Trade Push & Carnival

Sales IncentiveTrade

communication

In-store Inventory Control

New TVC- GumNew TVC- Mint

BPI - Digital & Social

Digital & Social

BPI in-store

77

Impact to Y2015• Incremental volume: ~5.3m ssu (24% vs. total

DM 　 Y15 Incremental Volume) *• Slow down OTC decline

Manage P8-P13 (After flagship launch) OTC volume stop decline and keep flat vs. LY (P1-P7 LE 75% vs. LY)

• Help drive ND of blockbusters (OTC/GE)

* Not include Trade push program with Alipay yet

Key Milestones

• Kick Off Done (Nov)

• Cross functional team review Done (Feb)• Invite early inputs from CLT Feb 17th • Finalize P5 Plan Early

Mar• Invites inputs from CLT Early April• Finalize P8 Plan End April • Engagement with regional sales Team May

Cross Functional Project Team

• MKT: Joyce Dong (Project Lead), Brad Cole, Dawn Li, Lynn, Dawn Jiang, Violet, Phoebe

• BAM: Virginia Wu• TMKT: Steven Liao, Cherry, Jacob, Cathy• SD: Alan Xiao, Aaron Yang• Agency Partners: BBDO, Proximity (Digital), Starcom

(Media), Grey (In-store)

TOGETHER Let’s Rejuvenate DOUBLEMINT with the brand restage

© wrigley 2013. confidential and proprietary information of wm. wrigley jr. company doublemint...

Documents

joyce slide

proprietary information

y15 slide

new pos new product

big bang new vi new

joyce p8 brand

consumer activation

gum mint slide