P r e s e n t

MM6016 Branding and Marketing Communication

29111311 Haidir Afesina29111363 Wirania Swasty29111384 Chairunnisa Mirhelina29111387 F X Kresna Paska29111398 Aqsa Adhiperwira29111400 Fajar Liem

*EDB and

Friends: Reviving a Mature

Brand through

Interactive Online

Marketing

Prepared & Presented by:

*

In Hong Kong 2001, a leading eye drop`s brand

position was threatened

The company is market leader in the world, and

have a pharmaceutical factory in Hong Kong

Hired Beyond Interactive to create one-to-one

interactive online marketing i.e. EDB and Friends

reposition & revitalization

EDB brand usage increased 24% after the campaign

97% of existing EDB customers become loyal

*

problems

• Eye drop usage was declining

• Brand image was outdated

• Core users had aged

objectives

• Reposition (younger audience)

• Rejuvenated brand image

• Establish brand preference

Challenges•Decrease of eye drop usage decrease sales volume

•Limit its function to only soothe sore, irritated eyes

•Lack of differentiation price war

•New target market i.e. young female (20-29)

*

Threat of new

Entrants

Threat of

Substitutes

Supplier

PowerBuyer Power

Rivalry

Competition

LOW

Price Sensitivity

Product Undifferentiated

Lots of supplier (raw

material)

Low switching cost

Dominated by Worldwide brand

LOW

LOW HIGH LOW

3 Big brands

(Murine, Eye Mo, Optrex)

“The market is attractive, small growth but

profitable”

No substitutes

*

* Market research

* Media Types & how they used it

* Online usage: highest target composition rate

* 100% of target group used e-mail

* Online as most effective & efficient channel

* Brand message changed

The Emotional Hook

Health conscious

Look good & confident

Feel accepted

Issue: How to satisfy to be popular & charming?

Objectives: Created a strong incentive

Created one-on-one communication

(demographics, brand usage, perception)

*Old New

Target Women Young Female

Age 30-39 20-29

Profession Educated

Professional

Educated

White collar professional

(OL/office ladies)

Media

Promotion

TV

Print, POS, on pack stickers

shelf stackers

Online interactive

Email

Female oriented web

Focus Existing Customer Both of existing and new

Customer

“Functional benefit Emotional benefit”

*

Intr

oducin

g N

icole Embodied

the brand‟s new image

Websi

te Interact with customers: build brand equity

Gam

es

n N

am

es

Friendly way to reach target segment

Concurr

ent

mark

eti

ng

Str

ate

gie

s

Offline campaign & loyalty program

*

Prepared & Presented by:

CTV, NEWS, MTR

Online

Radio

CableETV

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

0% 5% 10% 15% 20% 25%

Potential Reach

Target

Composition

*

*After survey result show target market online usage

ranked the highest for penetration

*100% used target market use email

*Past experience (TV commercial, stickers) only reach

limited population

*Responded react positively with email

*Email can approach multiple level of friends,

community

*

Problem

*Customer has no brand preference

*Price sensitive (no difference in brand)

*No emotional connection

*No psychosocial benefits

*No relationships for long term-sales

*No loyalty programs

*Primary customer were aging

*Product used to soothe sore eyes

*

*Gained customer information

*Track information

*Demographics

*Brand usage

*Perception

*Acquire customer permission to send them personalized

media with customize content base on their preferences

*Reduce purchase barrier

*Reduce usage barrier

*Emotional Hook

*

Website for customer and potential customer

Email sign up, register on the website

Get permission from customer Send personalize media based on behavior

Cast emotional hook by interacting with customer

Enjoy long term sales

*

BENEFITS

*Gained customer perspective

*Reduce usage barriers

*Create customer database

*Build ongoing relationship with target group

*Create instant „Buzz‟

*Referrals

*

One to One Marketing

Nicole

Customized content

Emotional hook

Build database

Brand Revitalisation

Online Advertising

Games

Email

Interactive media

forum

Re-positioning

Younger target

Lifestyle

habits

*

*Games developed several theme (karaoke, dinner, date,

interview, travel)

*The games theme evolve around target market‟s real social

situation.

*Give consumer ideas on product knowledge

*Monthly prize advertising

*Loyalty program that make customer keep visiting the website

*Nicole (Virtual Person) as brand ambassador

*Cheap and give room to be creative

*Real person, not celebrity, can related

*

*EDB Friends use website to segment consumers

*To customize email content

*Learn customer behavior

*Give free sample to new customer (non-edb)

*Complete survey to get 10% bonus at HMV

* Get broad range of customer, HMV is a music store

* Cross promotion

*Loyalty programs

*Send Empty pack to win draw monthly

*

*EDB brand usage increase 24% while competitor decline

*Successful to grab non-EDB users

*EDB customer increased usage

*97% of existing customer would buy the product again

*Win Awards (Beyond)

*Best business to consumer website (HK4A‟s)

*Best integrated campaign(HK4A‟s)

*Best beyond the banner(HK4A‟s)

*Best online campaign(HK4A‟s)

*Best consumer marketing (Revolution Magazine)