marketing report 2015q3ktl市場(chǎng)報(bào)告三季度

MarketingActivity

Highlights2015Businessreview21Oct2015ContentConsumerPromotionPrograms(directtoretailer)ConsumerPromotionPrograms(withbrands)SpecialBrandingandMarketingProgramsCharacterMarketingEventsConsumer

PromotionPrograms

(directtoretailer)

Q3-Q42015FamilyMartFamilyMarthasbeenalongtermpartnerwithSanriobrands.TocelebrateMyMelody40thanniversary,FamilyMartlaunchedapromotionprogramwithMyMelodywhichisthefirsttimeeverinChina.No.ofstores:morethan1,200storesPromotionperiod:1Sep–31Oct2015Premium:“TravelwithHelloKitty&MyMelody”travelaccessoriescollection–traveltag,coinpurse,neckcushion,eyeshadeandumbrellaMechanics:Get1pointuponpurchaseofRMB15,use5pointstoredeemapremiumatRMB8oruse20pointstoredeemapremiumforfreeFamilyMartSuguoSuguo(HowdyCVS)conveniencestoreisthebiggestchainconveniencestorebrandinJiangsuandAnhuiprovinces.TheirmarketshareismuchlargerthanotherCVSsuchasFamilyMartand7-11inbothprovinces.No.ofstores:morethan400storesinNanjing(Jiangsuprovince)Promotionperiod:15Sep–31Oct2015Premium:“HelloKittyblingbling”chainandpendantscollectionMechanics:Get1pointuponpurchaseofRMB10,use6pointstoredeemapremiumatRMB10oruse12pointstoredeemapremiumforfreeDicosPromotionperiod:1Nov-31Dec2015(TBC)Premium:(1)“AhappywintertimewithHelloKitty”–vacuummug(2)“HappyNewYearConcert”toysforkidsmealMechanics:(1)AddRMB39uponanypurchaseatstoretoredeemapremium(2)freetoysuponpurchaseofkidsmealOneoftheleadingfastfoodrestaurantbrandsinChina,whichisunderTingHsinInternationalGroup.DicoscommittedinSanrioBrandsandwillcontinuethecollaborationin2016.Promotionperiod:15Nov–31Dec2015(TBC)Premium:“SanrioCharactersHappyMoment”–coffeemugwithcoversandfigurines(designsunderapprovalprocess)Mechanics:AddRMB28uponanypurchase,oraddRMB10andconsume800membershippointstoredeemapremium85°CDailyCafeSanrioFamilypaniesyouforadrinkat85CDailyCafé!ThisspecialSanriomix-characterartworkisexclusivelydesignedforlicenseesinChinatopromoteSanriocharacters.AEONSupermarket(Guangzhou)PromotionPeriod:20May–19Jun2015Venue:8AEONsupermarketsinGuangzhou

Mechanics:UponcertainpurchaseamountatstoretoredeemaspecialeditionofHelloKittyflashdisk,mugorumbrellaatdiscountedprices,orpurchasetoparticipateinaHelloKittydrawinggameorphototakingsessionAEONisretailcorporategroupconsistsofdifferenttypeofretailmodelsincludingshoppingmall,departmentstoreandsupermarket.AEONhasbeenoneofthekeyretailersforSanriomerchandisesandconsumerpromotionprograms.AEONSupermarket(Qingdao)Promotionperiod:18May–18Jun2015Venue:8AEONsupermarketsinQingdaoMechanics:UponcertainpurchaseamountatstoretoredeemaspecialeditionofHelloKittycardholderormugforfree,orpurchasetoparticipateinaHelloKittydrawinggameorphototakingsessionAEONSupermarket(Guangdong)Promotionperiod:Nov–Dec2015(TBC)Venue:20AEONsupermarketsinGuangdongprovinceMechanics:UponcertainpurchaseamountatstoretoredeemaspecialChristmaseditionofMyMelodyandHelloKittypremiumsincludingmirror,towelset,coinpurseandkeyholderetc.RT-MartRT-Martwasrankedno.1insalesin“Foreign-investedChainedStores2014”,outweighedWalmartbyRMB13,000millionsaleswhichwasrankedno.2.(ChinaChainStoreandFranchiseAssociationReporton21Apr2014)No.ofstores:morethan300storesPromotionperiod:8Jul–1Sep2015Premium:“HelloKittyCostumeParty”–HelloKittyfigurineswithpen(acollectionof8figurines+3specialeditions)Mechanics:AddRMB10uponpurchaseofRMB50atstoretoredeemaHelloKittyfigurineRT-MartConsumer

PromotionPrograms

(withbrands)

Q3-Q42015CrestPromotionperiods:(1)1Jan–28Feb2015(2)1JunMar–31Jul2015(3)1Aug–30Sep2015(4)1Oct–30Nov2015Premiums:(1)HelloKittyglass(2)HelloKittybowlforbreakfast(3)HelloKittyglassjar(4)HelloKittyceramicbowlMechanicsforallprograms:Purchase2pcstoothpastetogetaHelloKittypremiumforfreeResults:Totalredeemedquantityreached(1)800,000pcs(2)2,000,000pcs

(3)2,300,000pcs(4)2,000,000pcsAleadinginternationalbrandoftoothpasteandoralhygieneproductsunderP&G.SanriohasbeenaclosepromotionalpartnerwithCrestforyearsanditwillcontinueinthecomingyears.ThisconsumerpromotionprogramscoverthemassFMCGmarketwitheffectivemarketingimpactonfamilytarget.Program(1) Program(2) Program(3) Program(4)

WhisperPromotionperiod:1Jul–30Sep2015Premium:HelloKittystoragepouchMechanics:PurchaseanyWhispertogetaHelloKittypouchforfreeResult:Totalredeemedquantityreached500,000pcsAleadinginternationalbrandofsanitarypadsunderP&G.It’saboutwakinguphappy,lovinglifeandyourselfasmuchasyoudoothersaswellasbeingconfidenteverydayofthemonth.

ThefeminineimageofHelloKittybestmeetstheneedsofitstargetcustomers.SpecialBrandingandMarketingPrograms

Q3-Q42015LaneCrawfordLaneCrawfordisaglobal,luxuryfashionandlifestyleretailer.ItoffersthelargestdesignerportfolioinGreaterChina.SanriocollaboratedwithLaneCrawfordtocelebrateMyMelodyandLittleTwinStars40thanniversary.

Stores:TimesSquareinShanghai,SeasonsPlaceinBeijingandIFSinChengduPromotionperiod:EndofOct–Nov2015Collaboration:outlinedinthetablebelowBrandsItemsBeyondJewelryTattoostickerCaseScenarioiPhonecaseJudithLeiberClutch&cardcaseMoleskineNotebookMarkusLupferTotebag

JommiLimJewelryShineLiHeadpieceJudithLeiber(clutch)Moleskine(notebook)BeyondJewelry(tattoosticker)ShineLi(headpiece)JommiLim(jewelry)MarkusLupfer(totebag)CaseScenario(iPhonecase)LaneCrawfordXiaomi(MobileTheme)XiaomiisaleadingChinesebrandspecializinginmobilehandsetsanditsoperationsystem.ThisisaspecialcollaborationtopromoteotherkeySanriocharactersthatincludeMyMelody,LittleTwinStarsandPompompurin.Promotionperiod:Aug2015–Aug2016Content:SanriomobilethemesareavailabletodownloadatMIUIOSinXiaomibrandedmobilephones.Sanriocolorfulandinterestingthemesaddalotoffuninmobileexperience.Wanderstar(TravelCard)TravelCardishaving6specialeditionstocelebrateLittleTwinStars40thanniversary.ThisspecialHelloKittyandLittleTwinStarsartworkisdesignedexclusivelyforlicenseesinChinatopromoteLittleTwinStars.Imagesforreferenceonly(designunderapprovalprocess)Promotionalmaterials,transparent/non-transparentcard(frontandback)ToyotaToyotaisaleadingglobalautomotivecompany.ThepromotionprogramwasheldatmerceplatformanditgeneratedagreatmarketingnoiseofHelloKittybrand.Promotionperiod:1–31Aug2015Premium:HelloKittyheadcushion,carseatcoverandsteeringwheelcoverandcarstickersetcMechanics:PurchasecertainToyotaautomotivemodelsonmerceplatformtogetasetofHelloKittycaraccessories(6pcs)forfreeToyotaHelloKitty&DearDanielcharityprogram–aspecialpromotionprogramwithBloodCentretospreadloveonChineseValentine’sDayinShanghai.PromotionPeriod:20–23Aug2015(ChineseValentine’sDay)Venue:

ShanghaiJing’anParkMechanics:PlaygameinwechatordonatebloodtogetapairofspecialeditionHelloKittyandDearDanielplushoraHelloKittyfanResult:91peopledonatedbloodand30,000+peopleplayedthegameShanghaiBloodCentreWechatpublicityarticleandonlinegameReportfromShanghaiBloodCentreOfficialWebsiteShanghaiBloodCentreDate:31Oct2015Venue:Beijing(ChinaFashionWeek2016SS)Overview:MyMelodywillhavehertailor-madefashioncollectionbyarenownedfashiondesignerLiuJiaintheChinaFashionWeekthisfallunderthethemeof‘MyMelodyBirthdayPartywithHelloKitty’.LiuJia’sinspirationcomesfromthecolorfulneonsignsofpartyplaces,representingthedelightfulmomentsandhappymoodinabirthdayparty.FashionDesignerCollaborationIFashionDesignerCollaborationILiuJia’sProfile:TheWinnerofChinaProjectRunwayin2008DesignerofParisSimoneWorkshopCreatedherownbrand‘Comme

Tu

Es’in2010ParticipatedinFashionWeekin2011-2015Specializedintrendyandsportyparent-childsuitdeignsThisfashiondesignercollaborationbringseveryoneafreshexperienceofMyMelodyandHelloKittyintheworldoffashion.

FashionDesignerCollaborationIBesidestheuseofneonlightscolorandbirthdaypartyelementstodesigntheMyMelodyandHelloKittyparent-kidsuits,Liuwillalsoprepareagrandfinalewithsomecake-shapeddressandskirtsdecoratedbydesserts,candies,chocolatesandcandlesetc.soastopresentafancybirthdaypartynighttocelebrateMyMelody40thanniversary!

FashionDesignerCollaborationII×Time:15Oct2015Venue:ShanghaiXintiandiTaipingLake(ShanghaiFashionWeek2016SS)Overview:InspiredbyHelloKittyand70’sartists’lifestyle,ReinecreatesacrossovercollectionwiththeiconicribbonandidentifiablesilhouetteofHelloKittytoshowthatHelloKittyandhigh-endfashionisaperfectmatch.ThiscollectionwillbeshowcasedontherunwayofShanghaiFashionWeek2016SSwherewillattractnumerousfashionistasandinternationalmedias’attention.ReineRen’sProfile:StudiedinFashionDesignESMODParisAwardedTop10CreativeSkyCompetitionbyCCTV2010EstablishedownbrandREINERENin2012REINERENisanemerginghigh-endfashionbrandwithstyleofelegancyandatouchofavant-garde.REINEmeansqueeninFrenchwhichrepresentsthestyleofthebrand:nobleandelegant.FashionDesignerCollaborationIIFashionDesignerCollaborationIICharacter

MarketingEvents

Q3-Q42015ChowTaiFookChowTaiFook