Catherine Fabio Jessica Julie Kate Vanessa

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WHITE

RABBITSTRATEGIC CONTENT PLANNING

INDEX

WhiteRabbit

Introduction

Market Overview

Problem Identification

Targeting Customer

Planning

Strategy

Evaluation

BackgroundWhite Rabbit Brand

Changing MarketMain CompetitorsSWOT

Customer SegmentationPersonaCustomer Journey

Business ObjectiveProduct Position

Identify Content Types

Visual SystemProject Schedule

Daily MaintenanceSeasonal

KPIBudget

1. Introduction

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– Company Background – Internal Brands Analysis – White Rabbit Creamy Candy

1.1 Company Background

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Company Background

Guan Sheng Yuan Food Lit. • Found in 1915• One of China’s time-honored brand. • Production: 20 categories with hundreds of varieties.• Two Chinese well-known trademarks: “Guan Sheng Yuan” and “White

Rabbit”• Rank 4th in the Chinese food industry with a brand value of 2.476 billion• “Green, Borderless, Sustainable management”

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1.2 Internal Brand Analysis

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Internal Brands Analysis

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1.3 White Rabbit Brand

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Brand History

1959: Gift for National Day 70s-80s

Only “Made in China” product “Seven White Rabbit candies is equivalent to one cup of milk”A bonus on the wedding tablesGift for national gusts in 1972

1993 One of the first Chinese well-know brands

Up to 2005 14.6 billion in China and sold in more than 50 countries.

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Why?

• Good quality and rich taste. • Reasonable Price • Less competition • The rabbit image is very cute and highly recognizable.

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White Rabbit Brand

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2. Market Overview

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– The Changing Market Condition – Main Competitors – SWOT Analysis

2.1 The Changing Market Condition

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The Changing Market Condition in the late 90s

Brand competition

phase

Overall sale rising； Profit sees decline.

Expand advertising and change strategies.

Foreign brands take

hold.

Function Appearance

Health

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The Changing Market Condition in the late 90s

Brand competition

phase

Overall sale rising； Profit sees decline.

Expand advertising and change strategies.

Foreign brands take

hold.

Function Appearance

Health

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Flourished milk market made “milk alternative” no longer a selling point for this creamy candy.

The Changing Market Condition in the late 90s

Brand competition

phase

Overall sale rising； Profit sees decline.

Expand advertising and change strategies.

Foreign brands take

hold.

Function Appearance

Health

It enters a new marketing age in which brand, product, channel, terminal, PR, ad, promotion .etc should be work together. Digital marketing is becoming a big win.

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2.2 Main Competitors

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The Major Candy Manufactures

箭牌 德芙 ⼤大⼤大 阿爾卑斯 徐福記 ⼤大⽩白兔 ⾦金絲猴 喔喔 荷⽒氏

Sale Amount/Mio 1235 691 416 388 379 327 318 301 235

Info from:

Main Competitors

Creamy candies

Xu Fuji WoWo Golden Monkey

Substitute goods Chocolate Hard candy Crispy sugar Chewing

gun Mint

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The Major Candy Manufactures

箭牌 德芙 ⼤大⼤大 阿爾卑斯 徐福記 ⼤大⽩白兔 ⾦金絲猴 喔喔 荷⽒氏

Sale Amount/Mio 1235 691 416 388 379 327 318 301 235

Info from:

Main Competitors

Creamy candies

Substitute goods

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2.3 SWOT

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SWOT Analysis

Strengths !High quality, good flavor. !

High-brand recognition. !Consumer loyalty

Weaknesses!Food security !Single-function!Channels lack novelty !Lack publicity and sound end-marketing system!Aging brand and product

Opportunities !High potential of Chinese candy market,

the sweet demand is high.

Threats !Fierce competition.

Food Security: It was involved in the 2008 Chinese milk scandal where dairy products in China were tainted by melamine. As a result, they were taken off the shelves all over the world. They returned in 2009 and are now made with milk from New Zealand.

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3. Problem Identification

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Problem Identification

• The old-fashion brand image • The aging loyal customer • The lack of publicity • The lack of digital promotion • The poor distribution channels, end-marketing system

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4. Targeting Customer

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– Customer Segmentation – Persona – Customer Journey

4.1 Customer Segmentation

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Customer Segmentation

• Main Customers: – Post-80s: married (with children), buy snacks for her family especially

kids, so she pays attention to the quality and brand. – Post-90s: high-educated or workplace newbie, choose snacks at will.

• Potential Customers: – Post 70s

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4.2 Persona

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!Quick Stats Age: 28!Marital: Married (with children)!Occupation: HR staff!Location: Guangzhou

Linda WANG (Post-80s)“I used to eat white rabbit when I was young, and really miss the precious flavor in my memory, and I will choose it for my child if it's good as before.” !As a young lady who grown up in 1980s, Linda used to eat white rabbit when she was young. At that time, white rabbit candy was very precious and became the dream gift of every child. Now, she is not that interesting in eating sweet, but still miss the flavor of white rabbit in her childhood memory.!!Linda has her own family, and she is responsible for picking up the proper snakes for her children. When choosing food, she especially cares about quality.

Consumer Goals: Buy snacks for her family especially for kids;!Pays much attention to the quality and brand reputation.

Sensitive orientation Low High!

Price !Taste !Quality !Interest

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!Quick Stats Age: 21!Marital: Unmarried !Occupation: University student!Location: Beijing

Emily ZHANG (Post-90s)“White rabbit was the accompany through my whole childhood, it's really a part of my memory” !Emily is a high-educated girl who was born up in 1990s, when white rabbit was a trend among her peers. She often received White rabbit as new year gift form elderfriends, she could always found white rabbit as a snake for servicing guest.!!Now, many new and fashion candy brand emerged, which attract most of their interest. But the memory of white rabbit is still fresh, and she would like to taste to recall her childhood memory.

Consumer Goals: Buy snacks casually to eat while using the computer or reading;!Easily attracted by candy’s taste and wrapping.

Sensitive orientation Low High!

Price !Taste !Quality !Interest

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4.3 Customer Journey

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Customer Journey

Awareness

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Awareness

Comparison

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Customer Journey

Awareness

Comparison

Action

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Customer Journey

Awareness

Comparison

Loyalty

Action

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Customer Journey

5. Planning– Business Objective – Product Positioning – Visual System – Product Schedule – Identify Content Types

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5.1 Business Objective

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Business Objective

• Brand loyalty – Nostalgia marketing

• Re-branding – Change old-fashion image to leisure, fashion, young, cute“萌”

• Channel building – Online/offline

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5.2 Product Positioning

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Product Positioning

• 80s, 90s • Nostalgic card • Refresh brand impression:

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Fashion

YoungPositive Energy !Delicacy& Quality

5.3 Visual System

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Visual System

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• “萌” must be the key element of the visual system. • Keep red, blue, white and a little black as the color scheme.

#1E93DC

#FD838C

#FFFFFF

#615F5CColor Scheme

5.4 Product Schedule

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Product Schedule

5 6 7 8 9 10 11 12 1 2 3 4Weibo √ √ √ √ √ √ √ √ √ √ √ √Douban √ √ √ √ √ √ √ √ √ √ √ √Wechat √ √ √ √ √ √ √ √ √ √ √ √Seasonal Promotion!PPadvertising

√ √ √ √ √Offline campaign √Online campaign √

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5.5 Identify Content Types

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Identify Content Types

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Classification Content

Tangible

White Rabbit Creamy Candy pack

3 Rabbit

Rabbit guy

Intangible

Visual system

White Rabbit style of writing

Posting and interacting (forwarding, reply) with fans on social media (Weibo, Wechat and Douban)White Rabbit Commercial

Offline campaign: video of rabbits guy

Online campaign: UGC

6. Strategy

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– Daily Maintenance – Seasonal Promotion

6.1 Daily Maintenance

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Weibo Maintenance

• Type 1: Raising Rabbit Diary

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Weibo Maintenance

• Type 2: Daily reminder content

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Weibo Maintenance

• Type 3: Follow up hot topics

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Weibo Maintenance

• Type 4: Interact with users

Wechat Maintenance

• A customization service platform !

• Type 1: Content push • Type 2: Online auction • Type 3: Topic-oriented collection • Type 4: Customization service • Type 5: Offline activities forecast

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Douban Maintenance

• The platform to bridge between online and offline activities

• Sections: – Group (⼩小組)– Activities (同城活動)– Collection (東⻄西)

!• Type 1: Topic discussion • Type 2: Photo collection • Type 3: Reminiscence Party • Type 4: Seasonal offline campaign

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SEO 1. Technical Strategy /2. Content Strategy /3. Linking & Social Strategy

Search Engine

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• Paid Search-Baidu – Baidu search engine, the most frequently used engine in China – An efficient and fast way to accomplish “top” goal.– PPC (pay per click) – Key words or phases “奶糖”、“原味奶糖”“好吃/受欢迎/奶糖” – PC and mobile optimization

Search Engine

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6.2 Seasonal Promotion

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Seasonal Promotion

Candy market shows a significant seasonal variation.Seasonal promotions: one advertising plan and two mini-campaigns

September October November December January

Site

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Advertising

• Customers’(80s, 90s)online behaviors • Active times • We focus on video website, online retailer, online local community

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September: Local communities and websites like “⼲⼴广州妈妈论坛”, “重庆吃货”etc.October and January: (mid-autumn festival and Chinese Valentine's Day and spring festival ) Video websites like “sohu.com”“youku.com”“百度影视” November and December: (“1111” day ) Online shopping sites including Taobao, Jingdong, 1haodian, etc.

Advertising

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广告剩余 10 秒

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大白兔奶糖 熟悉的味道

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Rabbit Disappear!

• Process: – A rabbit guy will throw white rabbit candies at passerby, and runs away

quickly. – Shooting materials will be edited into an amusing video for further

online diffusion.• Goals: Create a buzz event for white rabbit

– Video and topic materials for online attention.– Funny but cool feeling: suits good to white rabbit’s brand positioning

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Rabbit Image UGC

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• #play the rabbit# (#玩壞這隻兔⼦子#): – encourage people to re-create the familiar image of white rabbit.

• To enlarge the influence of the campaign: – Material rewards– Pay KOLs to repost

• We want the re-creation to be funny, cute, humorous, and even of heavy taste: – Entertainment culture, make fun of serious things– Refresh the brand image: playable, young, easy-going

Rabbit Image UGC

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7. Evaluation

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– KPI – Budget

7.1 KPI

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Project KPI

Daily Maintenance

Weibo

1. New followers amount:2. Forwarding amount:3. Comment amount：4. Like amount5. Visit amount6. Exposure

Wechat1. New followers amount2. Customized package order amount3. Interaction amount

Douban

1. New followers amount:2. Forwarding amount:3. Comment amount：4. Party participation amount5. Sentiment

Baidu Ranking

Seasonal Promotion

Online advertising Commercial rate

Offline campaign event1. Participation amount2. Sentiment3. Media coverage

Offline campaign video1. Click amount2. Unique visit amount3. Time on site4. Comment amount：

Online campaign 1. UGC amount2. Topic label #play the rabbit# amount

Sales Seasonal sales 69

7.2 Budget

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Time Sep Oct Nov Dec Jan Feb TotalPersonnel 150,000Salaries 　 　 5000＊5 5000＊5 5000＊5 5000＊5 5000＊5 5000＊5 　Daily Maintetance 127,800Visual system design 6000 ﹣ ﹣ ﹣ ﹣ ﹣ 　Weibo Rabit feeding 300 300 300 300 300 300 　Wechat Customized gift package ﹣ 100*10 100*10 100*10 100*10 100*10 5000Douban Reminiscence party ﹣ 5000*3 ﹣ 5000*3 ﹣ 5000*3 45000SEM Baidu 20000 20000 20000 20000 20000 20000 　Seasonal Promotion 1,348,000

Advertising

Local communitygzmama.com

50000 ﹣ ﹣ ﹣ ﹣ ﹣ 　cqsq.com 50000 ﹣ ﹣ ﹣ ﹣ ﹣ 　

Video websiteYouku.com ﹣ 200000 ﹣ ﹣ 200000 ﹣ 　Sohu.com ﹣ 100000 ﹣ ﹣ 100000 ﹣ 　iQiyi.com ﹣ 100000 ﹣ ﹣ 100000 ﹣ 　

Online retailerTaobao.com ﹣ ﹣ 80000 80000 ﹣ ﹣ 　1haodian.com

﹣ ﹣ 60000 60000 ﹣ ﹣ 　nuandao.com

﹣ ﹣ 40000 40000 ﹣ ﹣ 　

Offline campaignEvent

Beijing ﹣ 20000 ﹣ ﹣ ﹣ ﹣ 　Shanghai ﹣ 20000 ﹣ ﹣ ﹣ ﹣ 　Guangzhou ﹣ ﹣ 20000 ﹣ ﹣ ﹣ 　

Shooting ﹣ 1000＊2 1000 ﹣ ﹣ ﹣ 　

Online campaignMeterial rewards ﹣ ﹣ ﹣ 12000 ﹣ ﹣ 　Reward ﹣ ﹣ ﹣ 1000＊10 ﹣ ﹣ 　Image design ﹣ ﹣ ﹣ 3000 ﹣ ﹣ 　

　 Total 1,675,800

GROUP

BUNNYThank You For Your Time

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