cruciani c —content strategy plan

/Becky Yuan /Xiaowen Pang /Summer Huang /Jessie Li /Cheng Chen /Ruoyu Zhu/

1st Overview

Customer Analysis

Content Strategy

Content Development

Strategy Plan

2nd

3rd

4th

5th

6th Deployment Plan

Overview

Overview

1 3 2

4 Main Concept Brief Introduction Market Analysis

Objectives

Overview - Main Concept

Each collection has a meaning. Each new collection has a story. Reinforce the sense of identity of customers to our brand value. Attract new customers in China.

Overview - Brief Introduction

The Cruciani C brand was designed to communicate Cruciani to a young and increasingly well-informed and demanding public. The Cruciani C offers colorful crochet bracelets that are made of macramé lace and made in Italy. The price is around 15EUR.

1992 2011

Cruciani Cruciani C

“The original or nothing!” The Cruciani C bracelets have more than 30 collections in total. Each collection carries thoughtful and unique messages of good wishes.

Overview - Brief Introduction

Overview - Market Analysis

Cost value

Price

High

Low

Low High

Overview - Market Analysis China Luxury Market

67%

33%

Resource of Increase of China Luxury Market

New customers Others

Overview - Market Analysis

S

O

W

T

Entry Lux. Low price comparing to other luxury bracelets

High levels of craftsmanship & quality. Macramé lace.

Thoughtful messages of good wishes. Convey a unique sensibility.

Low brand awareness. Weak promotion strategy. Limited proportion of market.

Purchasing power of female customers. Wider market access to China market.

China is the second biggest luxury consuming market.

Fierce competition in China market.

Overview - Business Objectives

Brand Value Sales

Customer Analysis

1 3 2

Customer Analysis

Persona Customer Profile Target Customer

Customer Journey

4

Customer Analysis - Customer Profile

Customer

Profile

The Connoisseur

Brand history Brand heritage

The Status Seeker

Conspicuous consumption Latest trends

The Creative

Unconventional Element of edge

The Altruist

Conscience Socially responsible

The Splurger

Gift Indulgence

Customer Analysis - Target Customer

The Status Seeker

They are driven by conspicuous consumption, and they like to keep up with the latest trends.

Customer Analysis - Persona

Name: Julia Wong Age: 27 Occupation: White collar Location: Shanghai Situation: Single

About Julia

Julia Wong is a stuff working in market department of L’Oreal. She loves many famous stars in fashion area. She cares about her personal image seriously. She always chats with colleagues about fashion, gossip and luxury.

A Day in Julia’s Life Julia usually gets up early in the morning and makes up for a long time. After arriving company, she had breakfast together with colleagues in the coffee house, discussing about the latest fashion trend and shows off her new accessories. After some tough work, she always visits some fashion websites that focus on famous luxury brand. She also pays attention to some fashion bloggers.

Goals I want to know more about the fashion icons I love and follow them. I want to make myself beautiful and distinctive. I want to be the trend leader.

Quick Stat

“I love luxury and fashion. I love to follow fashion icons and one day, I would be one of them.”

Customer Analysis - Customer Journey

Awareness

Consideration

Preference Buy

Loyal Assisting Interaction

Last Interaction

Long-term Interaction

Content Strategy

Content Strategy

1 2

Strategy Objective Content Channel

Content Strategy - Strategy Objective

Brand Value

Customer Engagement Sales

Content Strategy – Major Content Channel

Assisting Interaction Last Interaction Long-term Interaction

Content Development

Content Development

1 2

Content Specification Customer Journey

Content Development - Customer Journey

Awareness

Consideration

Preference Buy

Loyal Assisting Interaction

Last Interaction

Long-term Interaction

Awareness Consideration Preference

Buy Loyal

Content

Outline

Brand outline Brand image

Brand value Brand positioning

Brand story

Collections Collection story

Matched collection

Purchasing sources Prices

New Collections After-sale service

Content Development - Content Specification

Strategy Plan

Strategy Plan

Disney & Crucianic Collection

Slogan

Time

Place

Find Childhood Back

Children’s Day in 2014

Disneyland China

Crucianic X Disney Mission

Theme

Strategy Plan - Activity

Strategy Plan - Activity Goal

1.  Promote the brand image of high social responsibility

2.  Enhance the popularity of the brand among the children and the youth

3.  Enhance the popularity of the new collection “Disney & Crucianic”

4.  Get at least 100,000 rmb fund for China Youth Development Foundation

Learn to knit knots. Draw Disney characters on Cruciani C canvas. Lucky draw. Award: Bracelets of Disney&Crucianic Collection.

Sell bracelets of Disney&Crucianic Collection.

All earnings that day will be

donated to China Youth Development Foundation.

Strategy Plan - Activity Description

Strategy Plan - Activity Promotion

Micro Film; Promotion Video

Youku; Tudou; Official Website of Cruciani C/Disney

Cross-page Posters; Web Posters; Outdoor Advertising; Celebrity Snapshot

Weibo; Wechat; Instagram Story; Slogan; Short Advertisement

Fashion magazine; Fashion website; Official website of Crucianic and Disney

Strategy Plan - Weibo




Magazine Ads; Web Posters; Outdoor Advertising; Celebrity Snapshot



Strategy Plan - Vogue




Cross-page Posters; Web Posters; Outdoor Advertising; Celebrity Snapshot



Strategy Plan - Youku

Deployment Plan

Deployment Plan

Schedule

Deployment Plan - Schedule Phrase 1： Assisting Interaction

Phrase 2： Last Interaction

Phrase3： Long-‐term Interaction

Purpose

•  Draw people's awareness to the brand;

•  Impress people as luxury and high quality

•  Get people's interest of this product with informative video and activities

•  Trigger people's desire to buy this product and share the information

•  Get customers' loyalty and promote next new product

Start Time & Duration April 1 Month—6 Months

May 2 Months

May 2 Months

July 3 Months

Channels

ofMline

Outdoor AD √ √ √ Magazine √ √ √ physical stores √ √ √ TV √ √ √ Activities √ √

online

Online AD √ √ √ Social Networks √ √ √ Online Media √ OfMicial Website/APP √ √ √ Search Engine √ √ √ Mail √

Brand Information

Apr May Jun Jul Aug Sep

Brand AD

Sales Training

Building Ranking in SEO

Collection AD

Collection Story

Celebrity Endorsements

Entertainment News

Online Interaction Offline Activities

Activity AD

Disneyland Activities

Activity Reports

Collection Promotion

Photo Sharing on SNS

Rank Top 5

Tie-in Advertising Sharing VIP

UGC Management

New Collection Promotion

EDM

Keep Ranking On Top

/Becky Yuan/Xiaowen Pang/Summer Huang/Jessie Li/Cheng Chen/Ruoyu Zhu/

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