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1、OgilvyInteractive worldwide OgilvyInteractive worldwide AgendaRole of Interactive for Disney StoresThe web: right place to beHow can we make the web work for you?OgilvyInteractive worldwide Role of WebDrive loyal guests to Disney Stores Encourage membership to Disney ClubProvide added-value to membe
2、rs on the web-Online strategy supports offline strategyDisney StoresDisney.co.jp/storeClub supportClub membershipOgilvyInteractive worldwide The Web: right place to beCan we reach your core target?- female, 20-34OgilvyInteractive worldwide Female Netizens in JapanFemale age profile in Feb. 1998Feb.
3、1998Info Com Research Feb. 98Year 200020 to 34 : 82.9% (3,469,365)OgilvyInteractive worldwide Source : CSJ Sep. 1998Year 1998Year 2000Female Netizens in JapanExpected growth is 3% to 5% per annum4,185,000 people11,812,500 peopleOgilvyInteractive worldwide Internet in Japansource: CyberSpace Japan Se
4、ptember 98OgilvyInteractive worldwide The Net Population in Japan14 Million in Oct.1998 to 34 Million by 2000source: Nikkei BP Sep. 98OgilvyInteractive worldwide e-commerce: JapanRelatively slow growth-“Japan is predominantly cash market” (although credit card penetration is about 69%)-“Security con
5、cerns”However-62% of Females and 48% of Males have usedonline shoppingxource: Nikkei ResearchUp to 80% make theirbuying decision on the webOgilvyInteractive worldwide Drive loyal guests to Disney StoresDisney StoresDisney.co.jp/storeClub supportClub membershipOgilvyInteractive worldwide Female Netiz
6、ens in JapanPredominantly office workers, students and housewivessource: CyberSpace Japan September 98OgilvyInteractive worldwide Female Netizens in JapanInfo Com Research Feb. 98Predominantly office and homeOgilvyInteractive worldwide Female Netizens in JapanHokkaido/Tohoku7.4%Tokyo18.6%Kanto28.9%C
7、hubu/Koshinetu14.2%Kinki18.0%Chugoku/Shikoku6.3%Kyusyu/ Okinawa5.3%Excl. Tokyo47.5% of the Netizens live in Kanto area.18% in Kinki, 14.2% in Chubu/Ko-shinetsuCompanies are concentrated Kanto areaInfo Com Research Feb. 98OgilvyInteractive worldwide The web can work for youIn the same way as all your
8、 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 feedback, create your own Disney home page, talk to other club members-Inform theme-mailin
9、gs, latest products, upcoming promos, eventsOgilvyInteractive worldwide The web can work for youPhased approach:-no rush to develop a massive web site-can take one step at a timePhase I: Product informationClub informationWhats newCampaign infoCompany infoPhase II:e-couponsgamese-commerceOgilvyInter
10、active worldwide Site MapOgilvyInteractive worldwide Club membership mechanicsDisney StoresClub membershipDisney.co.jp/storeLog on with CM #Thank youBryan CastellaniBryan CastellaniYou have 1,000pointsOgilvyInteractive worldwide Competitors are OnlineSANRIOProduct InformationOnline ShopEvent Informa
11、tionNo Interactive activitySNOOPYProduct InformationEvent InformationFAN Club coming soonNo Interactive activityOgilvyInteractive worldwide 青苹果出品青苹果出品 必属精品必属精品http:/ / 企业管理人力资源全套企业管理人力资源全套 / 品牌策划资料品牌策划资料/行业分析报告分析报告/PPT模板模板等。OgilvyInteractive worldwide 青苹果出品青苹果出品 必属精品必属精品http:/ / 企业管理人力资源全套企业管理人力资源全套 / 品牌策划资料品牌策划资料/行业分析报告分析报告/PPT模板模板等。
