Brief for Wyeth Illuma 2016 Communication Plan- Feb 26, 2016,Agenda,• Category Overview,•,Illuma Introduction,• Key Challenges & Agency Task,Category Overview,Page 3,SP Segment Leads the Category Growth Momentum,超高端品类增长的引擎,启赋引领超高端市场,Value Sales: M RMB,+13.3%,YTD LY YTD TY,+39.5%,45,000,40,000,35,000,30,000,25,000,20,000,15,000,10,000,5,000,0,-11.1%,-19.3%,30.0,25.0,20.0,15.0,10.0,5.0,-,MAT LY,MAT TY,SuperPremium,Premium,Upper-Mid,Mid,启赋,N品牌,A品牌,B品牌,Be品牌,NP品牌,仅供内部交流,数据来源: Nielsen Retail Index (MT+MBS), Smart Path Digital Retail Audit by Dec 2015,4,5,Value Share%,Source: Nielsen Retail Index (MT+MBS), Smart Path Digital Retail Audit,5.2 6.7 ,4.5 4.5 4.6 5.2 5.2 5.3 5.2 5.5 5.4 5.4 5.7 5.8 5.8 5.6 6.2 6.6 6.5 7.1 7.1 6.9 7.6 7.1 6.5 6.6 ,8.9 ,8.5 ,0.0 ,4.7 4.7 5.2 5.1 5.4 5.4 5.1 5.2 5.1 5.0 5.2 4.8 4.6 5.7 5.3 5.6 5.4 5.2 5.8 1.0 1.0 1.0 1.0 1.0 1.0 1.0 0.9 1.0 1.0 1.0 0.9 1.1 1.5 1.0 1.7 1.7 1.8 2.0 2.1 2.2 2.3 2.4 2.4 2.5 2.5 2.2 5.9 5.5 5.9 1.0 1.0 1.1 1.2 1.3 1.4 0.8 0.7 0.7 0.8 0.9 1.0 1.0 1.4 2.7 0.2 0.2 0.4 0.5 0.5 0.6 1.3 1.2 1.3 1.1 1.4 2.0 2.1 2.3 2.4 2.7 2.8 2.8 3.8 3.1 0.7 0.6 0.7 0.8 0.7 0.7 2.8 3.0 3.8 3.8 3.4 4.0 3.60.7 4.71.8 1.9 1.80.0 0.1 0.1 3.9 3.7 3.6 3.6 3.7 3.6 4.1 3.7 4.0 4.1 4.2 4.5 3.80.9 0.9 0.91.2 1.2 1.3 1.1 1.0 1.1 0.9 1.10.8 0.8 0.7 0.7 0.5 0.6 0.6 0.4 0.5 0.4 0.4 0.5 0.33.5 3.3 3.0 3.2 3.0 3.0 3.0 2.8 2.7 2.8 2.7 2.5 2.4 2.3 2.1 1.9 1.9 1.7 1.7 1.5 1.4 1.4 1.3 1.64.7 5.1 5.0 5.1 4.9 4.9 4.8 5.1 4.6 4.7 5.0 4.3 4.4 4.5 4.5 4.2 4.3 3.9 4.1 4.2 4.3 4.3 3.9 4.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.1 0.1 0.3 0.4 8.7 9.0 9.1 9.2 9.2 9.1 8.9 9.2 9.1 8.4 8.5 8.4 8.3 9.0 9.1 8.3 8.6 8.7 8.2 8.4 8.5 8.4 8.7 8.4 ,5.0 1.0 2.2 0.8 0.5 2.3 1.2 3.2 3.91.0 0.52.9 1.84.8 4.2 0.1 0.0 ,5.6 ,5.6 ,6.1 ,10.8 ,10.1 ,13.8 ,10.9 11.9 ,10.5 10.8 ,10.5 10.4 10.6 10.4 ,10.2 ,9.8 ,10.1 ,12.5 ,10.4 9.8 9.8 10.0 9.5 10.0 10.4 9.6 9.7 ,9.9 9.8 ,5.8 ,6.7 ,5.3 ,5.1 ,4.9 ,5.6 5.8 5.7 5.9 5.2 ,6.8 ,6.2 ,5.8 ,6.4 ,5.7 ,5.6 5.6 5.2 5.4 5.1 5.2 5.1 5.0 5.0 3.0 2.9 2.7 2.6 2.4 2.4 2.3 2.2 2.2 5.2 5.4 5.2 5.2 5.3 5.7 5.5 5.2 5.5 6.1 6.3 6.3 6.4 7.2 6.7 6.5 7.0 6.8 ,8.4 ,7.0 ,5.7 ,5.3 ,5.5 ,6.2 5.8 ,5.6 5.8 5.7 5.8 5.8 ,5.5 ,5.8 ,5.4 ,5.6 ,5.4 ,4.6 ,5.0 ,3.4 ,2.6 ,3.8 ,4.0 3.9 ,7.6 7.7 7.0 7.0 6.9 6.9 6.8 3.7 3.7 3.6 3.4 3.4 ,3.0 ,3.2 ,2.8 ,2.9 ,2.8 ,3.7 ,1.9 ,6.9 5.2 ,8.0 ,6.3 ,6.6 ,6.0 ,6.0 ,5.5 ,4.6 ,4.8 ,7.0 6.7 ,6.4 ,3.1 2.8 2.8 2.8 2.6 2.6 2.7 3.1 2.9 2.9 3.0 3.0 3.1 3.2 6.9 7.2 7.5 7.2 6.9 7.1 7.0 ,7.2 ,2.8 2.5 2.7 2.7 2.8 2.6 2.5 2.6 2.6 2.7 2.7 2.7 2.8 3.5 3.3 3.8 3.7 3.9 4.0 4.0 4.0 3.8 3.8 3.6 3.6 3.8 7.1 6.5 7.3 6.7 7.2 7.6 7.6 6.4 6.6 6.5 6.6 6.7 6.5 ,6.2 ,6.7 ,2.7 2.6 3.2 3.7 ,2.9 3.0 ,2.6 3.3 ,2.4 3.1 ,2.6 3.3 ,Shengyuan,Feihe,Biostime,Beingmate,YaShiLi,Yili,Friesland,Mead Johnson,Abbott P,Abbott SP Others,Abbott Eleva(blue+green+Essence)Danone Aptamil,Danone Nutrilon,Danone Karicare,Danone Dumex,Nestle,Wyeth SG,Wyeth Gold (incl PE),Wyeth Illuma,Illuma Kept Stable Share Gain Trend, But Recently Lost Share Due to Transition of Old Formula,Illuma Kept Stable Share Gain Trend, But Recently Lost Share Due to Transition of Old Formula,Brand Value Share % SP,Source: Nielsen Retail Index(MT+MBS),6,Competition is More Fierce,超高端竞争对手,启赋,A.E品牌,F品牌,M.L品牌,F.P品牌,超高端品牌中销售额占比,(2015年12月) ,24.4% ,8.8% ,6.3% ,NEW,NEW,超高端品牌中销售额占比+-,(2015年12月) ,+100bps ,+330bps,+70bps ,To be launched in 2016,Just launched end of 2015,仅供内部交流,8,Copy Cats are Copy Illuma Essence,亲和人体科技/OPO,天赋,爱尔兰品质典范,贝因美,雅培亲体,多美滋致粹,雅培菁智,贝因美,多美滋致粹,让宝宝绽放天份，未来无限可能!Unleash Talent, unlimited future ,嘉宝,天性自由舒展Unleash Talent Freely,仅供内部交流,9,M.L Brand ,Abbott Essence is The Biggest Competitor ,ILLUMA V.S. ELEVA – ILLUMA’S BRAND EQUITY IS MOST CONTRIBUTED BY STRONG DIFFERENTIATION AND SALIENCE. ELEVA IS MODERATELY DIFFERENTIATED YET LACK OF SALIENCE AT THE MOMENT.,BRAND PROPELLER | TOTAL CITIES ,Illuma,Eleva,Sep-Oct 2015,30%,M110,31%,S112,32%,M91,31%,S87,Power14.8,D140,39%,Power6.0,D106,37%,12,* Power score based on total sample. MDS index is based on aware of brand.,Abbott Essence is The Biggest Competitor ,Illuma enjoys the strongest brand salience and trial in SP segment. Eleva is lagged behind with a big gap from Illuma.,Illuma differentiates from Eleva and owns ‘body affinity’ & ‘talent’; whilst Eleva has built up clear ‘organic milk source’ perception.,Most often usage,Trial,Aided BrandAwareness,13,17,77,76%,22%,3,4,44,75%,9%,Key Cities,Recommended by friends/ relatives,Safe,High quality,Closest to breast milk,Body affinity,Premium,-8,-2,Package looks premium,Helps baby’s brain development,Helps baby’s digestion & absorption,-8,W ith strong research & development ability,7,1,11,15,6,5,7,Unleash baby’s talent,24,Infant nutrition expert,3,Organic milk source,-9,-5,-5,0,-1,-3,-3,-4,3,11,16,9,7,12,Illuma Introduction,Page 14,Brand Mission,Be the leading Super-Premium IF brandrecommended by Health Care Professionals and recognized by consumers as providing the best nutrition, aside from Breast milk, to help release baby ’s innate potential.,Brand Essence- Inspired By Nature To Unleash Innate Talent,Confident & Proud Moms,BM),• Scientifically advanced “Human-affinity” Formula (Close to ,Who believe in their kids’ innate talent and never compromised for the best to help the talent be fully unleashed.,• Advance Parenting Philosophy: Talent Unleash,• Leading IMF brand with super premium & innovative image. ,Inspired By Nature To Unleash Innate Talent,顺应自然 启发天赋,Functional: Provide human-nature oriented nutrients to help baby maximize nutrition absorption and strengthen natural defense.,Emotional: Assure moms that they are doing the best they can to unleash their child's unlimited talent in a natural way,- 100% imported, endorsed by Ireland ,Government to secure the highest quality,- The most recommended IMF brand by elite ,families,- Innovative products and format offering,A cutting-edge category leaderwho is innovative and inspired,• We believe in the power of nature and keep innovating to amplify it by leveraging deep understanding of breast milk & advanced nutrition technology.• We inspire mom with advanced parenting ideas to help unleash their kids’ unlimited talents.,Page 16,Target Mum,Brand Image高端的/高档的，最近很火Product features含有进口的营养成分营养素由最佳来源提取100%原装原罐进口Package外观洋气，有国际范，新潮时尚Benefit to baby让宝宝更有活力帮助适应各种外界条件,Free spirited Mothers乐天放养型妈妈19%,Edgy Mothers潮妈、独立、自主型妈妈8%,AffinitiveMothers亲密随和妈妈23%,SuperiorMothers好胜进取型妈妈9%,Nurturing Mothers专业能干型妈妈21%,Proficientmothers专业能干型妈妈20%,Brand Image高端的/高档的Product features天然无污染的奶源有机奶源配方先进出众Package外观高端上档次Benefit to baby激发宝宝天赋更机灵反应更快,Page 12,Superior Product ,100% 爱尔兰原罐原装进口，爱尔兰品质典范:,• 纯净的海岛型牧场，纯净的空气和水• 严苛标准下的营养保证，保证草地21天生长周期，11厘米长• 可追溯的奶源品质保障，每头牛身份可识别,亲和人体科技三层面升级,• 分子结构：珍稀结构脂 OPO占比提升，有助消化吸收• 亚组分：DHA含量提升，增强保护• 营养素含量：叶黄素、胆碱、硒含量提升，提高眼部及整体保护,智慧包装,• 智能锁罐，锁住满满新鲜• 智慧防伪，防伪卡轻松鉴定真伪• 人性设计，独特吸顶量勺，勺粉分离，卫生升级，内刮板精确量取,高端价位,• 精英之选，价位位于超高端奶粉领域 （S1：408 RMB/900G）,18,Illuma Has Strong Brand Image,超高端婴幼儿奶粉消费者选择奶粉的因素,别人推荐的品牌,高质量的品牌/有安全感的品牌,接近母乳,高端的品牌,帮助宝宝大脑发育,帮助宝宝消化和吸收,知名品牌,科研力量雄厚的创新品牌,婴幼儿配方奶粉专家,启赋品牌B品牌C品牌A,是一个高品质的品牌,别人推荐的品牌,帮助激发孩子的天赋,值得信赖的品牌,是原装进口品牌,提供宝宝每个阶段成长必须的营养,提供非常好的消费者服务,包装看上去很有档次,超高端婴类让我感觉安全的品牌,最接近母乳,亲和人体,帮助宝宝消化吸收,是一个高端的品牌,数据来源：2015 BHT DIP 3 Report,Page 19,2015.11,Renovation,Upgrade formulation to strengthen “Human affinity technology” & bring new news,2014-2015,Uplift,Strengthen brand role and credibility to uplift brand superiority ,Illuma Communication History ,2012-2013,Reinforce,2011,Launch,Strengthen “human affinity technology” as a brand equity to reinforce brand superiority,Based on “human affinity technology”, established brand territory “unleash innate talent” to build brand superiority ,TVC-水族馆篇,Page 21,TVC-想象篇,Page 22,2015 -2016 Q1 Brand Calendar,2015Jan,Feb,Mar,Apr,May,Jun,Jul,Aug,Sep,Oct,Nov,Dec,2016Jan,Feb,Mar,TVC Fantasy,启赋二代KOL Video TVC Snowman,Salute to Breast Milk,Ireland campaign 2.0,Upgrade Formula Launch,23,2015 H1 Salute to Breast Milk Campaign,我们相信：,母乳最好，惠氏最懂母乳，启赋最接近母乳,启赋亲和人体-OPO,启赋的独家卖点亲和人体科技配方，OPO分子层面亲和人体，,向母乳致敬,以惠氏营养品的名义感性宣扬母乳喂养的伟大理性阐述母乳的科技奥秘,2015 H1 Salute to Breast Milk Campaign,母乳,X,启赋,亲和人体的营养,OPO 分子层面亲和人体,母乳中所含的关键营养亲和宝宝,启赋亲和人体科技，令关键营养亲和宝宝,两点突出品牌：,- 平衡感情诉求（母爱/伟大）和 理性诉求（营养）的比重；营养上的需要认知强化。- 突出可以强化品牌关联度的关键词：营养亲和人体,2015 H1 Salute to Breast Milk Campaign,Campaign KV,2015 H1 Salute to Breast Milk Campaign,Manifesto video,2015 Q1 Salute to Breast Milk Campaign,KOL Cooperation,爱,·,艺术,·,科学,侯佩岑儿子 5个月,吴尊女儿4岁半，儿子1岁半,申雪孩子2岁,Tier 1 CELEBRITY,陈瑜,美国洛杉矶时前副市长，国际精英女猎头有两个女儿，二女儿4岁,李晓娟,时尚Cosmo副总司理男孩 4岁,章蓉娅,北京协和医院妇产科医生，知名博主女儿4岁,喻高,雕塑家，当代青年艺术家,周依,通晓多国语言的多媒体艺术家,Francesca Brenda Mitterrand,法国著名画家艺术家,2015 H1 Salute to Breast Milk Campaign,Exhibition ,2015 H1 Salute to Breast Milk Campaign Summary,- 77%消费者能自然将母乳致敬活动和启赋品牌进行关联,- 知晓母乳致敬活动的消费者对于启赋品牌三大品牌形象认知有很大提升,- 但是， 对于启赋接近母乳这一点的提升帮助有限，消费者无法直接将启赋和接近母乳联系起来,60%,50%,40%,30%,20%,10%,0%,+12%,44%,32%,+15%,52%,37%,+5%,50%,45%,营养接近母乳,含有亲和人体配方,是一个高端的品牌,Not Aware the campaign,Aware the campaign,2015 H2 Ireland Campaign 2.0,黄金山谷（北纬50度）,只挤丰草期的奶（4-9月）,自然放牧，一英亩一头牛,亲和人体科技,31,Ireland 2.0 Campaign – Video,仅供内部交流,32,Ireland 2.0 Campaign – Creative Materials,Ireland 2.0 Campaign – Issues for Consideration,• Compared to Ireland 1.0 campaign 2014, new Ireland 2.0 campaign underperformed in terms of the impact on brand imagery of ‘Hi gh Quality’,Brand Imagery Index Regular Tracking,After Ireland campaign 2.02015 Sep-Oct,Before Ireland campaign 2.02015 May-Aug,After Ireland campaign 1.02014 Aug,Before Ireland campaign 1.02014 May,High Quality,53,54,57,56,Gap (After-Before),-1,+1,Impact on Brand Imagery among who are aware of the campaign,Ireland 2.0,Ireland 1.0,High quality,58,69,Gap,-11,• Since Ireland 1.0 campaign achieved a remarkable result, Ireland 2.0 faced a problem that lack of new news as the title of ‘E xample of ,High Quality Product in Ireland’ is familiar to the consumers, and failed to drive purchase intention & brand differentiation .,Ireland campaign 2.02015 Oct(A),Ireland campaign 1.02014 Aug(B),Salute to Breast Milk2015 May to Sep(C),Campaign Norm ,More likely to use,Different from others,Base,49,57,144,71 (AC),69 (A),302,60 (A),64,741,65,63,• Competitors copycat on the title which confused consumers & also claim on high quality,(Abbott Eleva-爱尔兰高端品质典范 / Beingmate Green Ai+ - 爱尔兰的绿色营养),2016 Q1 Bundle Launch,35,启赋第二代，亲和人体科技三层升级*，,再创,营养增强群，,吸收之上更多保护,仅供内部交流 *详见后页,36,Product Rational ,Premium & Smart Packaging,仅供内部交流,40,New Communication Slogan-天赋的，启赋的,启赋相信，只有自然赋予的营养，,才是对宝宝天赋的强大助力.,因此，我们不断破译母乳的奥秘,,用先进科技赋予妈妈珍贵的营养，,给宝宝自然的成长动力.,因此，我们选择在爱尔兰生产每一罐启赋,,珍视它天赐宝贵资源 以及遵循自然的坚持与努力，,力求收获自然优越的品质馈赠.,这一切，只为让每一个宝宝天赋尽现.,天赋的 启赋的,仅供内部交流,41,Upgrade Communication Strategy,与众不同的KOL强阵容沟通，强调“升级”,启赋最具沟通优势的电视广告,启赋第二代 为了更好天赋下一代启发天赋, 是父母给予孩子最好的财富,启赋第二代，亲和人体科技升级，创新“illuma OPOTM 营养增强群”吸收之上更添保护，助力天赋尽现,启赋二代KV,启赋二代KV,启赋二代 Video,仅供内部交流,45,启赋二代 Video,仅供内部交流,46,启赋二代 Video,仅供内部交流,47,New KV,Page 48,New KV,New TVC,雪人篇,仅供内部交流,50,启赋二代Product Video,仅供内部交流,51,Upgrade PR Event,政府官员出席,爱尔兰农业部部长爱尔兰驻华大使,人气星爸星妈,启赋的高端使用者,领导层支持,惠氏营养品大中华区总裁,天猫年货节,昆凌定制帽首发,仅供内部交流,52,Strong KOL Endorsement,2 Tiers:,第一层,8位明星精英父母,第二层,启赋具有网络影响力的真实消费者,花样滑冰世界冠军申雪,汪涵/杨乐乐,昆凌,分众传媒CEO江南春,爱玛仕上下创始人蒋琼耳,侯佩岑,吴尊,世界网球冠军晏紫,Baby Vertical BBS,Hottest Social Media,60 Social Elite Mum Endorsement,仅供内部交流,54,Key Challenges & Agency Support,Page 55,Still being Illuma’s primary equity driver, “different” is getting softened as competition joins & brand itself matures,BRAND PROPELLER │TOTAL CITIES,Apr ’2015,27%,M100,Power15.7,D159,S112,30%,34%,M96,Power7.1,D107,Sep-Oct 2015,43%,31%,39%,30%,M110,S112,Power14.8,D140,32%,M91,S87,Power6.0,D106,Data source: 2015 Super Premium Brand Health Deep dive,38%,31%,34%,37%,29%,S82,36%,M115,34%,S110,30%,Power3.8,D95,M111,Power6.0,D106,34%,S114,32%,• Power score based on total sample. • MDS index is based on aware of brand.,-2,-2,2,1,-1,8,4,4,2,3,3,-1,4,Recommended by friends/ relatives,Safe,High quality,Closest to breast milk,Body affinity,Premium,Package looks premium,Helps baby’s brain development,Helps baby’s digestion & absorption,W ith strong research & development ability,Infant nutrition expert,Organic milk source,-8,-2,7,1,11,15,6,5,-8,7,24,3,-9,-5,3,11,-5,0,16,9,-1,-3,7,-3,-4,12,-3,-4,9,1,10,14,9,6,-5,6,16,2,1,-3,-4,4,-2,0,8,7,2,-6,5,3,-3,6,Key Cities,A Cities,B Cities,Data source: 2015 Super Premium Media Tracking,Unleash baby’s talent,-2,-3,3,5,3,9,4,9,2,3,14,0,-1,Talent, premium-ness & body affinity are the top 3 imagery assetsPremium-ness facing challenge; Body affinity not prominent in B cities,>>,>>,>>,>>,>>,<<,<<,Communication Keep Consistency Of Message Delivery And Tone & Manner, But Which Is Also Lack Of New News Including Product Wise And Communication Execution,TVC,KV,PI,AI,New News,Milk drop Icon,Communication Key Challenges,• Differentiation: How To Differentiated With Key Competitor?-Illuma shows good performance in differentiation especially human affinity and talents, but copycats creating noise to dilute illuma’s brand clarity and strength,•,Super Premium Image: How To Stay The Leading SP Image And Keep Attractiveness to Elite Consumer?-Illuma is becoming a mass brand while consumer profile is losing the cutting edgy, Elevagreen line is more expensive and attractive to elite consumer because of organic theme,• Communication Lack Of New News-Illuma produced 3 TVCs with high PI and AI, but the latest two ones are lack of new news, need to dig out the reason to stay innovative to consumer,•,Close To Breast Milk: How To Communicate to Consumer in A Smart Way And Improve This Brand Attribute?- Breast milk is the golden standard in IMF industry, which is difficult to communicate due to the NSB limitation, but this attribute is critical to IllumaSalute to breast milk campaign is a smart way but the message communication is not direct ,-,59,Agency Task,1.,2016 communication strategy and plan to improve the brand 1/Differentiation ，2/Premiumness and 3/Bring new news,– Holistic approach of communication architecture.– New TVC and KOL endorsement usage,2. Full year campaign development, to build the key brand attributes, close to breast milk, inspire talents.etc.,– Concept development, activation planning – Creative development and production,3. Team Structure & agency fee.,– Team structure should make sure the service team is same with the pitch team– Agency fee includes the service fee and also take TVC production as example,KPI ,2014,2015,2016 Target,TOM,UBA,ABA,Ever trial,BUMO,Consideration base on aware,Top 1 box,9,38,84,13,10,8,10,36,81,16,12,10,11,38,84,18,14,11,Timeline,Task,Deadline,Brief Meeting,Separate Q&A,Agency Proposal,Pitch Result,Feb 26,Mar 4,Mar 28,Mid Apr,Thanks,Page 63,
