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1、4A广广 电通电通Dentsu Campaign Case Study-Lipovitan PhDentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyAgency:Dentsu Inc (in the Philippines)Brand:LipovitanCompany : Taisho PharmaceuticalCategory: Energy drinkArea : PhilippinesCase: Campaign for increasing the No. 1 brands salesCampaign per
2、iod : April October 2000Case study prepared : July 2002Dentsu Campaign Case StudyDentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyContents3. Communication StrategyCommunication GoalTarget Audience for CommunicationTarget Audiences Perceptions and BehaviorPerception Change Goal and Exp
3、ected BehaviorOverall Campaign StructureCreative Strategy (Content) TV Commercial (Content)Print Ads (Content)Promotion (Content)Media Strategy (Means)Campaign Outline1. Marketing Goal and IssueMarketing GoalMarket BackgroundMarketing Issue 2. Brand IssueBrand Essence of LipovitanStatus of the Brand
4、 as Seen in TV Commercial Analysis Analysis of a Competitors TV Commercial Red BullBrand Issue for Lipovitan1. Marketing Goal 1. Marketing Goal and Issueand IssueDentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyMarketing GoalTo further increase Lipovitan sales.(From client orientation
5、)Dentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyMarket BackgroundMarket: Growing as a result of expanded sales channelsThe Philippine market for energy drinks in 1999 had grown to 560 million cases, from 533 million casesthe year before. However, since they are relatively expensive
6、and the drinking habit was not penetrated, they accounted for only a small portion of the non-alcoholic drink market including soft drinks and juices. While energy drinks had previously been sold only at drug stores, their sales channels expanded in 1999 to include such as convenience stores and sup
7、ermarkets.Client: Long-standing market leaderLipovitan, a product of Taisho Pharmaceutical, was placed on the Philippine market in 1973. As the energy drink pioneer in the nation, Lipovitan has held the leading position ever since.Competition: Only one competitor, whose sales lag far behind Lipovita
8、nsRed Bull, released in the Philippines in 1996, is virtually the only competitor. In 1999, Lipovitan had a market share of 67% while Red Bull held a 32% share, with the two brands dominating the entire market.Reference: Non-alcoholic drink prices in the Philippines in 1999 (1 Philippines peso = app
9、rox. 2.5)-Lipovitan (150ml) 24 26 peso / one bottle-Red Bull22 24 peso / one bottle-Gatorade (300ml)20 peso / one bottle-Soft drinks (350ml)11 peso / one bottleCustomers: Majority were heavy users, who consumed 90% of energy drinksSome 40% of the nations population drank energy drinks in 1999, of wh
10、om the vast majority were men. Half of those who drank energy drinks were heavy users who drank them at least once a week. These heavy users consumed 90% of all energy drinks. Core energy drink users were high-income males in their 20s and 30s.Source: AC Nielsen surveyDentsu Brand Campaign Case Stud
11、yDentsu Brand Campaign Case StudyMarketing IssueStrengths:- Market pioneer.- Long-standing market leader.- Enjoyed a customer base with majority of males in their 10s and 20s; maintained strong market dominance.- Products functional benefits were widely recognized by customers.Weakness:- Consumed vi
12、rtually entirely by a fixed group of heavy users, lacking market expansion potential.Opportunities:- There was a vast supply of potential customers as only 40% of the population drink energy drinks.- Light users, who accounted for as many as 50% of entire customers, might potentially be turned into
13、heavy users.Threat:- Red Bull, the only competitor, was priced slightly lower and has a firm footing in the market as the No. 2 brand.To realize the marketing goal of increasing Lipovitan sales, the following issue needed to be addressed.Issue: To enlarge the energy drink market volume by increasing
14、 the amount consumed by light users, thereby increasing the number of heavy users.Marketing issueSWOT analysis of Lipovitan2. Brand Issue2. Brand IssueDentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyBrand Essence of Lipovitan Brand essenceJapanPhilippinesRemarksIdeal CustomerImage (I
15、CI) )Physically active males who need much energyHard-working and sociable white-collar workers in their 20s and 30s who pursue even more active lifestylesThe ICI for the Philippines is defined as white-collar workers because the product there is an expensive drink that not everyone can afford to pu
16、rchase.Base of Authority ( (BoA) )1,000mg taurineVitamin B1, B2, B61,000mg taurineVitamin B1, B2, B6The product contains same ingredients.FunctionalBenefitNourishment and energy when physically fatiguedNourishment and energy when physically fatigued.Since ingredients are the same, the functional ben
17、efit also remains the same.PersonalityToughEnergeticperseverantsportsmanshipActivefast-actingDynamicUrbandiligentFor the Philippines “fast-acting”, “urban” and “diligent” are added to match the white-collar ICI.EmotionalBenefitFeel stronger, refreshing, sense of achievementFeel of physical strength,
18、 mental vitality, positive mindset of “ready to take action”To match the white-collar ICI, mental vitality and positive mindset of “ready to take action” are emphasized.Symbol “Yes!” “D” is not used and different colors are used.Core ValueLiquid energy for those who never lose their challenging spir
19、itProvides sustained energy both physically and mentally, supporting active lifestyleIn the Philippines, the product supports the Ideal Customers pursuit of an active lifestyleThe background for the Philippine Lipovitan market differs from that for the Japanese market: e.g., whereas Lipovitan D has
20、long been established as a common drink for masses in Japan, in the Philippines it is still perceived as an expensive drink. Accordingly, the Ideal Customer Image is more precisely defined for the brand essence for Lipovitan in the Philippines. Reflecting the market background differences, the other
21、 aspects of the brand essence are also somewhat different in the Philippines than in Japan.Dentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyStatus of the Brand as Seen in TV Commercial AnalysisTV commercials in the Philippines in 1998 focused on Lipovitan Ira, a new product targeting
22、women. In response to the concept that not just men but women also need to have their energy replenished, Ira was introduced as an extension of Lipovitan to offer nourishment and energy for women. An excessive pursuit of the female target audience, however, resulted in an inadequate communication of
23、 Lipovitans intrinsic values.Philippines, 1998Philippines, 1998Philippines, 1998Philippines, 1998Dentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyAnalysis of a Competitors TV Commercial Red BullRed Bulls TV commercial featured Jean Claude van Damme, an international action star, to st
24、ress a “supreme power” targeting those who seek physical strength. While the use of a superstar and his superhuman abilities overshadowed the realities of the target audience, the commercials theme, which centered around an extremely physically demanding sport, succeeded in reflecting the maximum ph
25、ysical strength that Red Bull claimed to provide.Philippines, 1998Philippines, 1998Dentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyIssue for Lipovitan Brand- nourishment and energy when physically fatigued- feel of physical strength- mental vitality- positive mindset of “ready to tak
26、e action”hard-working and sociable white-collar workers in their 20s and 30s who pursue even more active lifestylesSymbolEmotional BenefitIdeal Customer ImagePersonality- active- fast-acting- dynamic- urban- diligent - 1,000mg taurine- Vitamin B1 Base of AuthorityFunctional BenefitCORE VALUEEssence
27、of Lipovitan brandBrand Issue Vague Ideal Customer Image A new product item had been added to the line although the Ideal Customer Image had yet to be fully established, resulting in the blurring of Lipovitans core target. Insufficient communication of Emotional Benefit While the Base of Authority (
28、i.e., taurine and other ingredients provide nourishment and energy) and the Functional Benefit had been clearly communicated to consumers, the Emotional Benefit (i.e., Lipovitan helps provide mental vitality and a positive mindset of “ready to take action”) had yet to be fully conveyed to them. In o
29、ther words, consumers understood the Core Value only partially.provides sustained energy both physically and mentally, supporting active lifestyle3. Communication 3. Communication StrategyStrategyDentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyCommunication GoalBuild consumer recogni
30、tion of Lipovitans potential for use for more purposes and on more occasions, as well as the Lipovitan brands values.Establish a communication goal to resolve the marketing and brand issuesCommunication goalMarketing issueBrand issueTo enlarge the energy drink market pie by increasing the amount con
31、sumed by light users, thereby increasing the number of heavy users. Vague Ideal Customer Image Insufficient communication of the Emotional BenefitDentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyTarget Audience for CommunicationAmbitious white-collar workers in their 20s and 30s who a
32、re financially comfortable and pursuing active lifestyles but are still light users of energy drinks.Men and women in their 20s and 30s who are financially comfortable, who need energy and strength and who are current energy drink usersHard-working and sociable white-collar workers in their 20s and
33、30s who pursue even more active lifestylesMarketing targetIdeal Customer ImageTarget audience for communication:Dentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyTarget Audiences Perceptions and BehaviorOccasions for drinking it-When physically fatiguedDrinks they took in place of Lipo
34、vitan, before they became fatigued-Water-Soft drinks-CoffeeReasons for drinking Lipovitan-Strength needed-To keep awakeLipovitans image-Contains ingredients that are good for body-Instant and long-lasting efficacy-A long-established brand-Available at supermarkets and convenience storesSource: AC Ni
35、elsen survey / Respondents: Lipovitan usersPerception : Lipovitan is a drink that eases physical fatigue.Behavior: Drink Lipovitan after they become quite fatigued.Target audiences perceptions related to Lipovitan:Target audiences current perception and behavior:Dentsu Brand Campaign Case StudyDents
36、u Brand Campaign Case StudyPerception Change Goal andExpected BehaviorPerception: Lipovitan is a drink that eases physical fatigue.Behavior: Drink Lipovitan after they become quite fatigued.Current Perception and Current BehaviorPerception: Lipovitan provides not just physical energy but mental ener
37、gy also.Behavior: Have a bottle of Lipovitan every day to get the day off to a good start.Perception Change Goal andExpected Behavior- This intended Perception Change Goal was in accord with the brands Emotional Benefit and Core Value. Once the target audience acquires this new perception, they woul
38、d also understand Lipovitans brand values.- While we should not expect our target audience, white-collar workers, to become physically quite fatigued often, it was justifiable to assume that they require energy in their day-to-day work. By helping generate this Expected Behavior, occasions for drink
39、ing Lipovitan, which had been limited to when customers became quite fatigued, would be expanded to include “one bottle per day”. This in turn would mean the attainment of the communication goal.Dentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyOverall Campaign StructureAd expressionsC
40、ampaign Theme:Drink a bottle of Lipovitan every day to get the day off to a good start.PerceptionsPromotionBehaviorPrimary advertising: TV commercials to help consumers fully perceive the Ideal Customer Image, Functional Benefit and Emotional Benefit, thereby encouraging their Lipovitan consumption.
41、Secondary advertising: Print ads for a continued introduction of Lipovitan Ira, to encourage its consumption among non-core targets, in particular.Sales promotion activities to communicate the products Functional and Emotional Benefits through having consumers actually sample Lipovitan, as well as t
42、o help deepen consumer perception of the product image generated by ads, thereby promoting continued consumption of the product.SynergyDentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyCreative Strategy (Content)Help consumers understand a variety of occasions for drinking Lipovitan by
43、 describing how Lipovitans values impacted directly on their everyday lives on such occasions.In the TV commercial, the stage was the characters extremely busy worksite where he always needs energy, to depict the target audiences relationship with the brand. Added to this were the elements of “posit
44、iveness”, “urban” and “dynamism.” These elements were designed to detach Lipovitans too much of a physical image and build instead a business-scene image closely related to the target audience. This approach proved successful in differentiating Lipovitan from Red Bull.Creative Goal :A character who
45、typified the target audience would appear in common occurrence in a busy daily life.The characters drinking scene of Lipovitan before the action would be clearly shown. Explain that Lipovitans taurine is the source of energy for the day. Create sympathy that Lipovitan does support active lifestyles.
46、Dentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyCreative Strategy (Content) Proposed creative specifics:Slogan: “Energy Everyday!” Reflecting the Core ValueTone & manner: Speedy, sporty, urban Tone & manner closely representing the Ideal Customers lifestyle to win over the target aud
47、iencessympathy. An important point would be that sport elements would be contained in a business scene. Music as well as visuals were to be dynamic, with a fast, intense narration.Character: A competent young white-collar worker A personified Ideal Customer to convince the target audience that Lipov
48、itan is a drink for them.Product Explanation: Visualization of the Base of Authority “Why drink Lipovitan” to be visually communicated to help build consumer trust in the brand.Drinking Scene: A scene to be clearly shown in which the character drank Lipovitan to get the day off to a good start.Benef
49、it scene: A scene to be clearly shown in which the character took action after drinking Lipovitan and achievedsomething.Setting: urban, office Setting the scenes in a place where the Ideal Customer spent most of his daytime hours would allow the target audience to associate the scenes with their own
50、 day-to-day lives, thereby strengthening their ties with the brand.Dentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyTVCF (Content)Establishing creative elementsCore ValueBrand LogoTone & MannerBrand ColorsSymbolic ObjectsBrand SloganEnergy Everyday!Not specifiedA young businessman, sp
51、orts, taurineProvides sustained energy both physically and mentally, supporting active lifestyle.Speedy, sporty, urbanDentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyPrint Ads (Content)Print ad goal:To help non-core targets, especially women who are busy with house chores on top of w
52、ork, understand Lipovitans benefits.After a tough days job comes a long days workFor her, theres Lipovitan Ira With IRON.For a woman like you, calling it a day isnt really the same as the end of the day. After all, theres more work to be done at home.But you dont let fatigue wear you down. Because y
53、ou drink Lipovitan Ira everyday.It is fortified with energy giving essential B-vitamins and Taurine. And it has IRON for added strength.Drink Lipovitan Ira with IRON now.Because for a woman like you, everyday is a long day. To acquire female customers for sub-product, Lipovitan Ira.Dentsu Brand Camp
54、aign Case StudyDentsu Brand Campaign Case StudyPrint Ads (Content)For a woman, work doesnt stop at 6 p.m.For her, theres Lipovitan Ira With IRON.Having to shuffle between corporate and household affairs can bepretty exhausting.But women on the go dont let stress and fatigue dog them down.They drink
55、Lipovitan Ira. It is enriched with essential B-vitamins and Taurine for extra energy. Whats more, it has IRON for added strength.Prepare for life after six. Drink Lipovitan Ira with IRON today.Dentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyPrint Ads (Content)FemaleChemical symbol fo
56、r iron.Truth is, the more iron she has, the stronger she gets.Iron, Taurine and essential B-vitamins.All inside every battle of LIPOVITAN Ira.Drink LIPOVITAN Ira with iron today.For iron strength. For extra energy for her.Energy For Her Everyday. LIPOVITAN Ira with Iron. Iron Strength For Women.Dent
57、su Brand Campaign Case StudyDentsu Brand Campaign Case StudyPromotion Strategy (Content)Create opportunities for consumers, with a focus on the potential customers and light users, to sample Lipovitan to help understand the products benefits first-hand.Offer attractive incentives to all customers to
58、 trigger product purchase.- Help consumers experience Lipovitans Functional and Emotional Benefits by having them sample Lipovitan.- Trigger consumers to purchase the product.Promotion goals: Dentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyPromotion (Content)Promotion Activity: Sampl
59、ingSampling-Distribute product samples mostly in places frequented by the target audience, such as office buildings and sports centers.Concert sponsorship-By utilizing music as a marketing tool, sponsor concerts by local pop/rock musicians popular among the target audience and distribute product sam
60、ples at concert venues.Promotion activity: Sales promotionPOP strategy-Buy a special pack of 4 Lipovitan bottles and get one bottle free-Buy a regular pack of 5 Lipovitan bottles and get a free gift of Lipovitan goods-A “Suki Card” given to all Lipovitan purchasers, who receive a stamp on the card f
61、or every additional Lipovitan purchase. When all spaces on a card are stamped, the card may be exchanged for a free gift.Exchange for a movie ticket-Take four Lipovitan bottle caps to exchange with a free ticket to a late night movie on the last Friday of every month.Dentsu Brand Campaign Case Study
62、Dentsu Brand Campaign Case StudyMedia Strategy (Means)- Advertising was focused on television, the medium that target audiences who are in 20s and 30s most frequently contacted.- Aggressive promotional efforts were made besides mass media advertising.- Total advertising spending amounted to some 350
63、 million pesos.05,00010,00015,00020,00025,00030,00035,000(P)TVPrintRadioOther(incl.sales promotion)2000 Advertising Spending for LipovitanCommunication meansDentsu Brand Campaign Case StudyDentsu Brand Campaign Case StudyCampaign OutlineCommunication Contents/MeansCommunication TargetPerception Chan
64、ge GoalExpected BehaviorCurrent BehaviorCurrent Perception Driving Current BehaviorMarketing GoalP0b0b*P*TDrink Lipovitan after becoming fatigued.Lipovitan is a drink to ease physical fatigue.Lipovitan provides not just physical energy but mental energy also.Drink a bottle of Lipovitan every day to
65、get the day off to a good start.Increase Lipovitan sales further.Ambitious white-collar workers in their 20s and 30s who are financially comfortable and pursuing active lifestyles but are still light users of energy drinks.Creative elements- Slogan: “Energy Everyday!”- Tone & manner: Speedy, sporty,
66、 urban- Character: A competent young white-collar workerTV commercial- Encourage Lipovitan consumption by disseminating the Ideal Customer Image and Functional and Emotional BenefitsPrint ads- Introduce sub-product IraSales promotion- Sampling- Concert sponsorship- POP strategy- Bottle caps for movie ticketsCM