Present

MM6016 Branding and Marketing Communication

* EDB and
Friends:
Reviving a Mature Brand through Interactive Online Marketing

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Haidir Afesina Wirania Swasty Chairunnisa Mirhelina F X Kresna Paska Aqsa Adhiperwira Fajar Liem
Prepared & Presented by:

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In Hong Kong 2001, a leading eye drop`s brand

position was threatened The company is market leader in the world, and
have a pharmaceutical factory in Hong Kong Hired Beyond Interactive to create one-to-one

interactive online marketing i.e. EDB and Friends

reposition & revitalization EDB brand usage increased 24% after the campaign

97% of existing EDB customers become loyal

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problems
Eye drop usage was declining Brand image was outdated Core users had aged

objectives
Reposition (younger audience) Rejuvenated brand image Establish brand preference

Challenges
Decrease of eye drop usage decrease sales volume Limit its function to only soothe sore, irritated eyes Lack of differentiation price war New target market i.e. young female (20-29)

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Threat of new Entrants LOW Dominated by Worldwide brand

LOW Supplier Power Lots of supplier (raw material) Low switching cost

LOW Rivalry Competition 3 Big brands (Murine, Eye Mo, Optrex)

HIGH Buyer Power

Price Sensitivity Product Undifferentiated

Threat of Substitutes

LOW No substitutes

The market is attractive, small growth but profitable

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* Market research * Media Types & how they used it * Online usage: highest target composition rate * 100% of target group used e-mail * Online as most effective & efficient channel * Brand message changed

The Emotional Hook Health conscious Look good & confident Feel accepted

Issue: How to satisfy to be popular & charming? Objectives: Created a strong incentive Created one-on-one communication (demographics, brand usage, perception)

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Old
Target Women

New
Young Female

Age
Profession

30-39
Educated Professional TV Print, POS, on pack stickers shelf stackers

20-29
Educated White collar professional (OL/office ladies) Online interactive Email Female oriented web

Media Promotion

Focus

Existing Customer

Both of existing and new Customer

Functional benefit Emotional benefit

Introducing Nicole

Concurrent marketing Strategies

Games n Names

Embodied the brands new image

Interact with customers: build brand equity

Friendly way to reach target segment

Offline campaign & loyalty program

Website

Prepared & Presented by:

90% 80% 70% 60% 50% 40% 30%

Potential Reach

CTV, NEWS, MTR Radio Cable

0% 5% 10%

Online

20% 10% 0%

ETV
Target Composition 15% 20% 25%

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* After survey result show target market online usage
ranked the highest for penetration

* 100% used target market use email

* Past experience (TV commercial, stickers) only reach

limited population

* Responded react positively with email * Email can approach multiple level of friends,
community

Problem * Customer has no brand preference

* No emotional connection * No psychosocial benefits * No relationships for long term-sales

* Primary customer were aging * Product used to soothe sore eyes
* No loyalty programs

* Price sensitive (no difference in brand)

* Gained customer information * Track information * Demographics * Brand usage * Perception * Acquire customer permission to send them personalized
* Reduce purchase barrier * Reduce usage barrier

media with customize content base on their preferences

* Emotional Hook

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Website for customer and potential customer
Email sign up, register on the website Get permission from customer Send personalize media based on behavior Cast emotional hook by interacting with customer Enjoy long term sales

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BENEFITS

* Gained customer perspective * Reduce usage barriers * Create customer database * Build ongoing relationship with target group * Create instant Buzz * Referrals

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One to One Marketing
Nicole Customized content Emotional hook Build database

Brand Revitalisation
Online Advertising Games

Repositioning
Younger target

Email
Interactive media forum

Lifestyle

habits

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* Games developed several theme (karaoke, dinner, date,
interview, travel)
situation.

* The games theme evolve around target markets real social * Give consumer ideas on product knowledge

* Monthly prize advertising

* Loyalty program that make customer keep visiting the website

* Nicole (Virtual Person) as brand ambassador

* Cheap and give room to be creative * Real person, not celebrity, can related

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* EDB Friends use website to segment consumers
* To customize email content * Learn customer behavior

* Give free sample to new customer (non-edb)

* Complete survey to get 10% bonus at HMV * Get broad range of customer, HMV is a music store * Cross promotion

* Loyalty programs
* Send Empty pack to win draw monthly

* EDB brand usage increase 24% while competitor decline * Successful to grab non-EDB users * EDB customer increased usage * 97% of existing customer would buy the product again * Win Awards (Beyond) * Best business to consumer website (HK4As) * Best integrated campaign(HK4As) * Best beyond the banner(HK4As) * Best online campaign(HK4As) * Best consumer marketing (Revolution Magazine)