Client: [ Yellow Tail ] Time Period: December 2011 - December 2012 Agency: Young & Rubicam Team Members: Ray Chen / Stefanie Fagerberg Course: International Advertising & Promotion PSDS 3102. Fa11 A. 7035 Instructor: Nancy Salvati Date: December 7, 2011
[ TABLE OF CONTENTS ]
[ AGENCY PHILOSOPHY ]
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.3.
[ MAJOR TARGET AUDIENCE ]
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.5.
[ ADVERTISING PLAN ]
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.6.
[ CAMPAIGN ]
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.8.
[ SLOGAN ]
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. 13 .
[ ADVERTISEMENTS]
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. 14 .
[BUEGET]
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. 17 .
[ BIBLIOGRAPHIES ]
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. 18 .
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[ AGENCY PHILOSOPHY ] [Young & Rubicam is excited to bring this powerful Australia- family own company: [yellow tail], to Chengdu, China. ] Young & Rubican has 186 offices in 90 countries. Our philosophy is finding the right balance, co-existence, collaboration and cohesion committed to diversity globally, sustain ability develop close relationships with clients, in order to reach customers and stay several steps ahead of the marketplace has had successful campaigns in China [Yellow tail] a brand of wine produced by Casella Wines Pty Ltd. Casella wines is based in Yenda, Australia. YellowTail was developed around the year 2000, originally marketed to export countries and became the number one imported wine to the USA by 2003. In that time the family-owned winery expanded 10 times its original size. The winery has the capacity to have approximately 300 million litres on site with more wine produced and stored elsewhere. Chengdu as the center of southwestern China, has a fast-grwoing wine market and the potential is tremendous. The Chengdu wine market has developed late compared with those of Beijing, Shanghai and Guangzhou. As the economy has grown, there is continu ing market potential. Foreign and high end domestic wines will likely benefit from this growth. Currently 80% of the wines purchased are domestic with foreign brands hold ing the rest of the market. Chengdu consumers enjoy a relaxed lifestyle and wine is very much a part of the sophisticated social scene. As in other markets of the world, quality 3
red wines are market leaders while the total sales of all table wine last year was in excess of 0.35 billion RMB. It is predicted that the wine market of Chengdu will still be rapidly growing in the coming 10 years, with high-end reds and whites dominating. Our mission is to bring [yellow tail] to Chengdu as a fresh new taste to both for eigh tourists and local target audience. Through our advertising campaign, we hope to build the brand image of [the fresh taste from Australia]
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EXECUTIVE SUMMARY MAJOR TARGET AUDIENCE: The target audience for [ yellow tail ] in Chengdu, China includes foreign tourists, mostly from Western countries, foreign residents in Chengdu and local people who are interested in wine culture with mid to high income level. Nearly 50% of people in Chengdu lives in the city. The income level of these people is increasing dramatically at the rate of 15% per year. The number of tourists who visit China is growing as well, below is an overview of the tourists poplulation: Unit
2006
2005
Growth
Total Touristst
In 10,000
12494.21
12,029
3.76%
Foreign
In 10,000
2,221.03
2,025.51
9.65%
Hongkong
In 10,000
7,390.97
7,019.48
5.29%
Macau
In 10,000
2,440.87
2,573.41
-5.15%
Taiwan
In 10,000
441.35
410.92
7.4%
Also, the potential market for local people is pleasing. Below is an overview of local population. Majority people fall into the group of age from 15-64 years old, which includes the target audience for [ yellow tail]. Chengdu is urbanize at the rate of 2.3% which shows the increasing number of potential customers for [ yellow tail]:
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1. Age distrubution - 0-14 years: 17.6% - 15-64 years: 73.6% - 65 years and over: 8.1% 2. Geographic areas - urban population: 47% of total population (2010) 3. Migration rates and patterns - rate of urbanization: 2.3% annual rate of change ADVERTISING PLAN Understanding of the distribution network and a study of the major agencies is a first step for foreign brands considering sales in the Chengdu market. [ Restaurants and Hotels] Retail on premise sales are possible through many of the thousands of restau rants and hotels in Chengdu. As a rule of thumb an establishment with on premise sales of at least two twelve bottle cases should be considered. The traditional alphabetical ac count classification is currently in use for the on premise trade. Group A restaurants: these accounts sell a minimum of 50 cases a month and include licensed premises such as the Crown Inn Hotel, Galaxy Imperial Hotel, and the California Garden Hotel. The consumers in the above places are mainly successful gov ernment functionaries and successful businessmen. Their relatively high social status 6
is reflected in their social drinking of premium wines. These consumers understand and appreciate good wine. They are a new generation of knowledgeable fine wine drinkers ¨C they represent a key market for fine wine. Premium varietal reds are the favorites with, quality, value and brand recognition are key sales factors for these consumers. [ Department stores and Supermarkets ] The retail trade for home sales is typical of the successful Chinese model. The A store grouping include Carrefour, Wal-Mart, Trust-mart, Metro and York-Benimaru. , etc which are the high-end of the supermarket where medium-priced wines are sold more. The B store classification includes all the are medium-sized supermarkets that are spread out throughout the city and its outlying regions. The C classification includes the smallsized convenience stores. Sales characteristics in department stores and supermarkets: The bulk of wine consumers who buy in department stores and supermarkets appear to be strongly influenced by advertising. They have a certain level of loyalty towards their brands, but lack wine appreciation ability. Quality, consistency at a good price is the best selling point for them.
 Based on the analysis above, Young & Rubican decided to hold two major advertising campaigns target at wholesales such as restaurants and hotels, and retailers, as individual customers.
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ADVERTISING CAMPAIGN [EVENTS IN SHAGRI-LA HOTEL] Shangri-La Hotel is a newly opened five-star hotel in Chengdu. There are a great number of foreign guests stay in. It is also near the famous streets full of bars and clubs, which will attract potential customers.The event is open to public. Also, [ yellow tail] will send out individual invititions to press, famous restaurants and other hotels to attract whole salers. As for individual customers, invititions will be sent to opinion leaders such as famous food bloggers (since food is one of the most popular topics in Chengdu), hosts of famous food television shows. Time for Event: Christmas Eve of 2011 Introduce the brand on Chrismas Eve because Chinese people like to go out for Chrismas. This will also help the sales during Chinese New Year.
Chengdu Shangri-La Hotel
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[ PRESS RELEASE]
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[ SAMPLE OF INVITITIONS]
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[ EVENTS IN SPRING SUPERMARKET] Spring Supermarket is a mid to high end supermarket which is located in Renhe Spring Department Store. It has a great varieties of imported products and has good reputation. In order to reach the early adoptors, [ yellow tail ] is hosting events in the supermarket. It includes showing videos about [ yellow tail ] brand, free trials of the wine, brochures about each category of the products to hep customers to pick out their favor ite wines.
Chengdu Renhe Spring Department Store 11
[ BROCHURES OF PRODUCTS ]
[PROMOTIONAL GIFTS]
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[ ADVERTISEMENTS]
[ yellow tail]’s advertisements are distributed through public places such as bill board, airports and mid to high end supermarkets, prints, such as tourits guide book and handouts in the hotels and restaurants. Estimates duration: 1 year. [SLOGAN] [yellow tail]’s slogan for Chengdu is: “Same Old Place, New Fresh Taste”. Chengdu is a city which values traditions and at the same time willing to experi ence new products. “Same Old Place” stands for the beauty of this traditional city. Also, it represents people’s enternal love to the city. “New Fresh Taste” stands for [yellow tail]’s brand new and fresh experience.
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[ ADVERTISEMENT SAMPLES]
14
15
[OUTDOOR ADVERTISEMENTS]
Chengdu Chunxi Avenue
Chengdu Shuangliu International Airport
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[ESTIMATED ADVERTISING COST] ADVERTISENT TYPE Event in Shangri-La Hotel
COST IN RMB 200,000
Events in Spring Supermarket
100,000
Billboard Advertisements
1,800,000
Airport Advertisements
1,000,000
Prints
200,000
Total
3,300,000
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[BIBLIOGRAPHIES] http://zhidao.baidu.com/question/29037128.html http://www.admaimai.com/Outdoor/1074.htm http://www.yellowtailwine.com/ http://www.slate.com/articles/life/drink/2009/04/not_such_a_gday.html http://cd.qq.com/a/20100203/001710.htm http://zh.wikipedia.org/wiki/chengdu.E7.BB.8F.E6.B5.8E http://www.cdstats.chengdu.gov.cn/uploadfiles/020703/2010njqx.pdf http://www.stats.gov.cn/tjgb/ndtjgb/qgndtjgb/t20110228_402705692.htm http://www.allchina.cn http://www.chengdu.gov.cn/ http://www.cdmzzj.gov.cn/2009/index.asp http://www.cdistc.gov.cn/english/view.asp http://www.chinatouronline.com/china-travel/chengdu/chengdufacts/chengdu-population.html http://en.wikipedia.org/wiki/Chengdu#Climate http://www.china-mike.com/facts-about-china/facts-chinese-education/ http://scholar-garments.com/2011/02/research-report-on-chinese-wine-industry- 2010-2011/ http://www.beijingtoday.com.cn/tag/chengdu-‐wine http://www.cnwinenews.com/html/201002/28/20100228085004.htm 18