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1、OgilvyInteractive worldwide OgilvyInteractive worldwide Agenda Role of Interactive for Disney Stores The web: right place to be How can we make the web work for you? OgilvyInteractive worldwide Role of Web Drive loyal guests to Disney Stores Encourage membership to Disney Club Provide added-value to
2、 members on the web - Online strategy supports offline strategy Disney Stores Disney.co.jp/store Club support Club membership OgilvyInteractive worldwide The Web: right place to be Can we reach your core target? - female, 20-34 OgilvyInteractive worldwide Female Netizens in Japan Female age profile
3、in Feb. 1998 Feb. 1998 Info Com Research Feb. 98 Year 2000 20 to 34 : 82.9% (3,469,365) OgilvyInteractive worldwide Source : CSJ Sep. 1998 Year 1998 Year 2000 Female Netizens in Japan Expected growth is 3% to 5% per annum 4,185,000 people 11,812,500 people OgilvyInteractive worldwide Internet in Jap
4、an source: CyberSpace Japan September 98 OgilvyInteractive worldwide The Net Population in Japan 14 Million in Oct.1998 to 34 Million by 2000 source: Nikkei BP Sep. 98 OgilvyInteractive worldwide e-commerce: Japan Relatively slow growth - “Japan is predominantly cash market” (although credit card pe
5、netration is about 69%) - “Security concerns” However - 62% of Females and 48% of Males have used online shopping xource: Nikkei Research Up to 80% make their buying decision on the web OgilvyInteractive worldwide Drive loyal guests to Disney Stores Disney Stores Disney.co.jp/store Club support Club
6、 membership OgilvyInteractive worldwide Female Netizens in Japan Predominantly office workers, students and housewives source: CyberSpace Japan September 98 OgilvyInteractive worldwide Female Netizens in Japan Info Com Research Feb. 98 Predominantly office and home OgilvyInteractive worldwide Female
7、 Netizens in Japan Hokkaido/Tohoku 7.4% Tokyo 18.6% Kanto 28.9% Chubu/Koshinetu 14.2% Kinki 18.0% Chugoku/ Shikoku 6.3% Kyusyu/ Okinawa 5.3% Excl. Tokyo 47.5% of the Netizens live in Kanto area. 18% in Kinki, 14.2% in Chubu/Ko-shinetsu Companies are concentrated Kanto area Info Com Research Feb. 98
8、OgilvyInteractive worldwide The web can work for you In the same way as all your one-to-one communications: - Recognize them: personalization - Reward them: points, promos, gifts, e-coupons - Go beyond the usual: Birthday card / Mothers Day Card / movie premiers - Involve them: guest feedback, site
9、feedback, create your own Disney home page, talk to other club members - Inform them e-mailings, latest products, upcoming promos, events OgilvyInteractive worldwide The web can work for you Phased approach: - no rush to develop a massive web site - can take one step at a time Phase I: Product infor
10、mation Club information Whats new Campaign info Company info Phase II:e-coupons games e-commerce OgilvyInteractive worldwide Site Map OgilvyInteractive worldwide Club membership mechanics Disney Stores Club membership Disney.co.jp/store Log on with CM # Thank you Bryan Castellani Bryan Castellani You have 1,000 points OgilvyInteractive worldwide Competitors are Online SANRIO Product Information Online Shop Event Information No Interactive activity SNOOPY Product Information Event Information FAN Club coming soon No Interactive activity
