STRATEGY&CREATIVEPRESENTATIONGUMMILAUNCH2019.12.13|PreparedbyDDBGZAGENDAUNDERSTANDINGYOURBRIEFTOUSIDENTIFYTHECOMMSTARGETUNDERSTANDINGOURTARGETAUIDENCESSORTOUTTHEPRODUCTUSPOURSTRATEGICTHINKINGSTRATEGICANDCREATIVEDIRECTIONSCREATIVEDISCUSSIONUNDERSTANDINGYOURBRIEFTOUS梳理简报BUSINESSBACKGROUND&OBJECTIVESkittles’ambitionistobecomethedominantFCcategoryleader.However,Skittleshasachieveditinthechewysegmentwithover50%importance.GummiisthefastestgrowingsegmentinFCcategorywhileSkittleshasnopresence.AlsoSkittlesisfacingpenetrationdropduetolackofpremiumofferingstoattractthegrowingpremiumbuyers.Soinordertoregaingrowthmomentum,SkittleswantstolaunchaGummiNPDtodrivepenetrationinGummisegmentandpremiumbuyergroup.PORTFOLIOSTRATEGYChewyGummiVolumebuilderIncrementaldriverRoleDrivepenetrationofSkittlesoverallbrandDrivepenetrationofgummisegmentandpremiumbuyersSourceofBusiness4.5RMB/45g8.9RMB/50gPriceProductOURTASKCLEARLYIDENTIFYANDESTABLISHTHEDIFFERENTIATIONOFSKITTLESGUMMI
TORECRUITNEWSKITTLESBRANDUSERSFROMPREMIUMBUYERSIDENTIFYTHECOMMSTARGET对于彩虹糖新品–小彩弹来说，我们应该抓准核心的高端购买人群进行沟通找准沟通人群WEWANTTOUNDERSTANDWHOTHOSEPREMIUMSNACKBUYERSARE,
BUTWELACKTHECOMPREHENSIVEMARKETDATATOFINDOUTTHISTARGETGROUP.HOWWEIDENTIFYTHEPREMIUMGUMMIBUYERSWestudyhowUHAsucceedinestablishingthepremiumgummisegmentationandtrytofindourownwaytoidentifythepremiumgummibuyers.CNRSDataUHACONSUMERSPROFILEfrom2015to2017
*UHAlaunches酷露露inChinaatthe2ndhalfof2016ACCORDINGTOBAIDUSEARCHINDEX酷露露悠哈UHA0000.0490.009021.31%17.47%20.25%50.82%52.11%36.71%21.31%29.52%43.04%≤1920-2930-3940-49≥50≤19AND20-29AREMOSTINTERESTEDINKNOWINGUHAGUMMIPRODUCT.Source:BaiduSearchIndexKEYWORDSSEARCHERSBYAGESKITTLESISSTRONGERINATTRACTINGGATEKEEPERTARGETGROUP65+60-6455-5950-5445-4940-4435-3930-3425-2920-2415-19CONSUMERAGEDISTRIBUTION11.2%25.2%16.9%11.3%11.7%10.3%5.0%3.6%2.9%1.6%0.6%-12.0%-20.0%-17.4%-12.9%-12.3%-8.8%-5.4%-4.1%-3.5%-2.3%-1.4%SKITTLESUHAGATEKEEPERPROPORTIONUHAISABLETOATTRACTMORE20-24CONSUMERSTHANS...
