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Digital strategy ferarri

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Digital strategy ferarri

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Descripción

This is pitch deck by Click and particularly intended for pitching Ferrari. In this deck, you will read information about Ferrari performance in China, which automotive brand that currently is the market leader, market potential and opportunities.

Transcripción

  1. 1. Digital Strategy for Ferrari
  2. 2. A Market with Untapped Potential “The potential in China is so important. You might have a slowdown there, but the tank is so big. There are so many cities where we have not scratched the potential yet” Bernard Fornas Co-Chief Executive Officer of Richemont - Riding the Tiger of Luxury, WSJ, March 18th 2012
  3. 3. The World Luxury IndexTM What are the most searched Luxury Brands in China Source: The World Luxury Index™, Digital Luxury Group, 2012
  4. 4. 50 Most Sought-After Brands in China Audi BMW Chanel Estee Lauder Louis Vuitton Lexus Mercedes Benz Dior Porsche Lamborghini Ferrari ranked#23 Source: The World Luxury Index™, Digital Luxury Group, 2012 1 2 3 4 5 6 7 8 9 10 Lancome Gucci Hermes Volvo Land Rover Infinity Chow Tai Fook Cadillac Cartier Clinique 11 12 13 14 15 16 17 18 19 20 Burberry Coach Ferrari Prada Shiseido Armani Tiffany & Co Swarovski Jaguar Bentley 21 22 23 24 25 26 27 28 29 30 Maserati Rolls Royce Sheraton Biotherm Maybach Omega Lincoln Borghese Hilton Clarins 31 32 33 34 35 36 37 38 39 40 Benefit Acura Elizabeth Arden Vercase Anna Sui InterContinental Rolex Guerlain Longines Rado 41 42 43 44 45 46 47 48 49 50
  5. 5. Top 3 Brands by segment Source: The World Luxury Index™, Digital Luxury Group, 2012 CARS #1 #2 #3 FASHION BEAUTY HOSPITALITY WATCHES JEWELLERY
  6. 6. Top 10 Car Brands in China Rank Evolution Brand Name 6 - 7 - 8 +1 9 -1 10 +1 Rank Evolution Brand Name 1 - 2 - 3 +1 4 -1 5 - Source: The World Luxury Index™, Digital Luxury Group, 2012
  7. 7. A Race of Cars Evolution Rank 2012 Brand Name +5 29 Jaguar +2 18 Cadillac +2 37 Lincoln +1 32 Rolls Royce +1 15 Land Rover +1 30 Bentley - 1 Audi - 2 BMW - 6 Lexus Top rising brand Jaguar (+5) Evolution Rank 2012 Brand Name - 9 Porsche - 10 Lamborghini -1 16 Infinity -1 42 Acura -2 14 Volvo -3 7 Mercedes Benz -4 31 Maserati -6 23 Ferrari -10 35 Maybach Top declining brand Maybach (-10) Source: The World Luxury Index™, Digital Luxury Group, 2012
  8. 8. Growing Trend on Cars Sales 19,31M cars sold in China within 2012 - Record High Sales (per ten thousand) Comparison with last year Source: China Association of Automobile Manufacturers (CAAM) 汽⻋车⼯工业协会, 2012 1996 2500 2000 1500 1000 500 0 60% 50% 40% 30% 20% 10% 0% 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 4.3% 2.5%
  9. 9. Car Park to Increase by 4x in 10 Yrs 汽⻋车保有量(car per region / city)指得就是⼀一个地 区拥有⻋车辆的数量,⼀一般是指在当地登记的⻋车辆。 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 Source: China Association of Automobile Manufacturers (CAAM) 汽⻋车⼯工业协会, 2012 70 600 800
  10. 10. Online Ad on Automobile Grew by 29% In 2012, automobile industry had spent 31.7 Billion RMB on advertising, among which, Internet had grown by 29% Television Printed Medias Internet Radio Outdoor Banners 2011 2012 2011 2012 2011 2012 Source: iResearch China, 2012 40% 23% 18% Television Newspaper Internet +4% -10% +29%
  11. 11. Automobile Ad Spend at Baidu Automobile advertising at Baidu (No.1 search engine in China) had grown by 4 TIMES from 2009-2012 1.21 Billion automobile related search requests at Baidu per day. Source: Baidu Research Centre, 2012 463% 2009 2010 2011 2012
  12. 12. Brand Ranking Baidu Search Volume (PC) Rank Brands Daily Search Volume 1 BMW 17,168 2 Mercedes Benz 15,968 3 Audi 14,639 4 Ferrari 10,703 5 Rolls Royce 7,201 Source: Baidu Index, 2013.1.1 - 2014.5.14 *all keywords are searched in Chinese & English brand keywords
  13. 13. Geography of Ferrari Search ZJ GD JS BJ SD SH HN FJ SC HB Zhejiang Guangdong Jiangsu Beijing Shandong Shanghai Henan Fujian Sichuan Hebei Search Index High Low Source: Baidu Index, 2013.1.1 - 2014.5.14
  14. 14. Ferrari’s Search Result in Baidu 14 Competitors Brand Ranking Ferrari Official Website Ferrari Wiki Ferrari Products Ferrari Pictures
  15. 15. Competitors’ Search Result in Baidu Audi Brand Zone Mercedes Benz Brand Zone BMW Brand Zone
  16. 16. Ferrari’s Key Objective Increase Ferrari Sales in China by Reaching the Upper Class
  17. 17. Campaign Goals Drive audience to Ferrari Dealer Locations Develop and reach Ferrari custom audience segment Create brand awareness amongst wealthy Chinese
  18. 18. Initiatives & Campaign Strategy Campaign Goal Campaign Initiative Create brand awareness amongst wealthy Chinese Develop and reach Ferrari custom audience segment Develop and reach Ferrari custom audience segment Baidu Brandzone Premium Sites Premium Audience (XMO) Retargeting SEM
  19. 19. Why Baidu Brandzone? Build brand equity Customised Baidu advertising solution for advertisers Elevate brand name, awareness and brand interaction Integrates branded text descriptions, images & video displayed Branded Video Floating Image On Click
  20. 20. Baidu Brandzone Capabilities Building Super Brand Image A homepage takeover Above-the-fold visibility 100% Share of Voice (SOV) Available in rich media format to create the most awareness Content could be shared to social media with just one click, which could bring more brand awareness Materials could be change from time to time for online-offline campaign collaboration Superior User Experience >20 points of entry As an user friendly information centre/ terminal to deliver the best of brand content Brand Protection Exclusively “own” brand keywords, avoiding being hijack by other brands SEM results will be blocked to below-the-flow visibility Excellent Performance Click Thru Rate (CTR) range from 60%-90%
  21. 21. Baidu Brandzone Capabilities Search without Brandzone
  22. 22. Baidu Brandzone Capabilities Search with Brandzone Video Interstitial Ad on Video Results Page and Header Banner on Image Results Page, plus more! Free Add On - Video, Image, Knowledge & News Features!
  23. 23. Why Premium Display? Strengthen and promote luxury sports car brand image through brand alignment with China’s most trusted and premiere business, news and automobile websites.
  24. 24. How to Use Premium Display? 24 Utilise a media mix of display banners and video placements geo-targeted to locations with highest number of Chinese outbound travellers. Top banner 728 x 90 jpg, swf < 39k Background 1440 x 1300 jpg < 39k Left Picture 345 x 510 jpg for homepage Video Top banner 980 x 300 swf < 500k Video less than 15s Right Picture 300 x 510 jpg, swf < 39k
  25. 25. Why Premium Audience? Utilise iClick XMO to connect to a wide selection of supply sources - online channels, biddable inventories and RTB-enabled exchanges- all within one platform. XMO audience data covers over 400 million Internet users in Asia, with 200 million audience profiles and over 200 million online transaction cookies. Select from 25 pre-built segments (custom segments also available) classified by industries, interests, and lifestyles. 25 XMO Business Person Segment As Chinese economy blooms business, entrepreneurs are becoming increasingly wealthy. This audience skews male, aged 25-55, living in first-tier Chinese cities, buy premium products and explore worldwide trades and investments.
  26. 26. How XMO Works 26 A one-stop shop for aggregating, bidding and optimising inventory across different channels in the most effective way. Advertisers 1st Party Data XMO iClick Propriety Buy-side Platform 3rd Party Data Search Engines Ad Exchanges Publishers Online Users
  27. 27. Why Retargeting & How? 27 Stay engaged with audiences who already visited your website but did not convert Follow specific audiences wherever are in the internet and show specific Lancome ads with strong call to action at least 3x per day Show creative ads (banner recommended) based on the pages they visited to make the ad experience more targeted and relevant
  28. 28. Search Engine Marketing A well-planned SEM campaign structure not only gives ease to the management and optimisation of keywords, ad copy and landing pages in the long-run, but it also helps to acquire a better Quality Score from search engines due to the relevancy of advertising materials. Sample Keywords “Sport Car” (shown in screenshot) “Luxury Vehicle” “Dealer Locations”
  29. 29. Re-define digital marketplace and advertising performance with data, insight and innovations www.i-click.com

Descripción

This is pitch deck by Click and particularly intended for pitching Ferrari. In this deck, you will read information about Ferrari performance in China, which automotive brand that currently is the market leader, market potential and opportunities.

Transcripción

  1. 1. Digital Strategy for Ferrari
  2. 2. A Market with Untapped Potential “The potential in China is so important. You might have a slowdown there, but the tank is so big. There are so many cities where we have not scratched the potential yet” Bernard Fornas Co-Chief Executive Officer of Richemont - Riding the Tiger of Luxury, WSJ, March 18th 2012
  3. 3. The World Luxury IndexTM What are the most searched Luxury Brands in China Source: The World Luxury Index™, Digital Luxury Group, 2012
  4. 4. 50 Most Sought-After Brands in China Audi BMW Chanel Estee Lauder Louis Vuitton Lexus Mercedes Benz Dior Porsche Lamborghini Ferrari ranked#23 Source: The World Luxury Index™, Digital Luxury Group, 2012 1 2 3 4 5 6 7 8 9 10 Lancome Gucci Hermes Volvo Land Rover Infinity Chow Tai Fook Cadillac Cartier Clinique 11 12 13 14 15 16 17 18 19 20 Burberry Coach Ferrari Prada Shiseido Armani Tiffany & Co Swarovski Jaguar Bentley 21 22 23 24 25 26 27 28 29 30 Maserati Rolls Royce Sheraton Biotherm Maybach Omega Lincoln Borghese Hilton Clarins 31 32 33 34 35 36 37 38 39 40 Benefit Acura Elizabeth Arden Vercase Anna Sui InterContinental Rolex Guerlain Longines Rado 41 42 43 44 45 46 47 48 49 50
  5. 5. Top 3 Brands by segment Source: The World Luxury Index™, Digital Luxury Group, 2012 CARS #1 #2 #3 FASHION BEAUTY HOSPITALITY WATCHES JEWELLERY
  6. 6. Top 10 Car Brands in China Rank Evolution Brand Name 6 - 7 - 8 +1 9 -1 10 +1 Rank Evolution Brand Name 1 - 2 - 3 +1 4 -1 5 - Source: The World Luxury Index™, Digital Luxury Group, 2012
  7. 7. A Race of Cars Evolution Rank 2012 Brand Name +5 29 Jaguar +2 18 Cadillac +2 37 Lincoln +1 32 Rolls Royce +1 15 Land Rover +1 30 Bentley - 1 Audi - 2 BMW - 6 Lexus Top rising brand Jaguar (+5) Evolution Rank 2012 Brand Name - 9 Porsche - 10 Lamborghini -1 16 Infinity -1 42 Acura -2 14 Volvo -3 7 Mercedes Benz -4 31 Maserati -6 23 Ferrari -10 35 Maybach Top declining brand Maybach (-10) Source: The World Luxury Index™, Digital Luxury Group, 2012
  8. 8. Growing Trend on Cars Sales 19,31M cars sold in China within 2012 - Record High Sales (per ten thousand) Comparison with last year Source: China Association of Automobile Manufacturers (CAAM) 汽⻋车⼯工业协会, 2012 1996 2500 2000 1500 1000 500 0 60% 50% 40% 30% 20% 10% 0% 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 4.3% 2.5%
  9. 9. Car Park to Increase by 4x in 10 Yrs 汽⻋车保有量(car per region / city)指得就是⼀一个地 区拥有⻋车辆的数量,⼀一般是指在当地登记的⻋车辆。 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 Source: China Association of Automobile Manufacturers (CAAM) 汽⻋车⼯工业协会, 2012 70 600 800
  10. 10. Online Ad on Automobile Grew by 29% In 2012, automobile industry had spent 31.7 Billion RMB on advertising, among which, Internet had grown by 29% Television Printed Medias Internet Radio Outdoor Banners 2011 2012 2011 2012 2011 2012 Source: iResearch China, 2012 40% 23% 18% Television Newspaper Internet +4% -10% +29%
  11. 11. Automobile Ad Spend at Baidu Automobile advertising at Baidu (No.1 search engine in China) had grown by 4 TIMES from 2009-2012 1.21 Billion automobile related search requests at Baidu per day. Source: Baidu Research Centre, 2012 463% 2009 2010 2011 2012
  12. 12. Brand Ranking Baidu Search Volume (PC) Rank Brands Daily Search Volume 1 BMW 17,168 2 Mercedes Benz 15,968 3 Audi 14,639 4 Ferrari 10,703 5 Rolls Royce 7,201 Source: Baidu Index, 2013.1.1 - 2014.5.14 *all keywords are searched in Chinese & English brand keywords
  13. 13. Geography of Ferrari Search ZJ GD JS BJ SD SH HN FJ SC HB Zhejiang Guangdong Jiangsu Beijing Shandong Shanghai Henan Fujian Sichuan Hebei Search Index High Low Source: Baidu Index, 2013.1.1 - 2014.5.14
  14. 14. Ferrari’s Search Result in Baidu 14 Competitors Brand Ranking Ferrari Official Website Ferrari Wiki Ferrari Products Ferrari Pictures
  15. 15. Competitors’ Search Result in Baidu Audi Brand Zone Mercedes Benz Brand Zone BMW Brand Zone
  16. 16. Ferrari’s Key Objective Increase Ferrari Sales in China by Reaching the Upper Class
  17. 17. Campaign Goals Drive audience to Ferrari Dealer Locations Develop and reach Ferrari custom audience segment Create brand awareness amongst wealthy Chinese
  18. 18. Initiatives & Campaign Strategy Campaign Goal Campaign Initiative Create brand awareness amongst wealthy Chinese Develop and reach Ferrari custom audience segment Develop and reach Ferrari custom audience segment Baidu Brandzone Premium Sites Premium Audience (XMO) Retargeting SEM
  19. 19. Why Baidu Brandzone? Build brand equity Customised Baidu advertising solution for advertisers Elevate brand name, awareness and brand interaction Integrates branded text descriptions, images & video displayed Branded Video Floating Image On Click
  20. 20. Baidu Brandzone Capabilities Building Super Brand Image A homepage takeover Above-the-fold visibility 100% Share of Voice (SOV) Available in rich media format to create the most awareness Content could be shared to social media with just one click, which could bring more brand awareness Materials could be change from time to time for online-offline campaign collaboration Superior User Experience >20 points of entry As an user friendly information centre/ terminal to deliver the best of brand content Brand Protection Exclusively “own” brand keywords, avoiding being hijack by other brands SEM results will be blocked to below-the-flow visibility Excellent Performance Click Thru Rate (CTR) range from 60%-90%
  21. 21. Baidu Brandzone Capabilities Search without Brandzone
  22. 22. Baidu Brandzone Capabilities Search with Brandzone Video Interstitial Ad on Video Results Page and Header Banner on Image Results Page, plus more! Free Add On - Video, Image, Knowledge & News Features!
  23. 23. Why Premium Display? Strengthen and promote luxury sports car brand image through brand alignment with China’s most trusted and premiere business, news and automobile websites.
  24. 24. How to Use Premium Display? 24 Utilise a media mix of display banners and video placements geo-targeted to locations with highest number of Chinese outbound travellers. Top banner 728 x 90 jpg, swf < 39k Background 1440 x 1300 jpg < 39k Left Picture 345 x 510 jpg for homepage Video Top banner 980 x 300 swf < 500k Video less than 15s Right Picture 300 x 510 jpg, swf < 39k
  25. 25. Why Premium Audience? Utilise iClick XMO to connect to a wide selection of supply sources - online channels, biddable inventories and RTB-enabled exchanges- all within one platform. XMO audience data covers over 400 million Internet users in Asia, with 200 million audience profiles and over 200 million online transaction cookies. Select from 25 pre-built segments (custom segments also available) classified by industries, interests, and lifestyles. 25 XMO Business Person Segment As Chinese economy blooms business, entrepreneurs are becoming increasingly wealthy. This audience skews male, aged 25-55, living in first-tier Chinese cities, buy premium products and explore worldwide trades and investments.
  26. 26. How XMO Works 26 A one-stop shop for aggregating, bidding and optimising inventory across different channels in the most effective way. Advertisers 1st Party Data XMO iClick Propriety Buy-side Platform 3rd Party Data Search Engines Ad Exchanges Publishers Online Users
  27. 27. Why Retargeting & How? 27 Stay engaged with audiences who already visited your website but did not convert Follow specific audiences wherever are in the internet and show specific Lancome ads with strong call to action at least 3x per day Show creative ads (banner recommended) based on the pages they visited to make the ad experience more targeted and relevant
  28. 28. Search Engine Marketing A well-planned SEM campaign structure not only gives ease to the management and optimisation of keywords, ad copy and landing pages in the long-run, but it also helps to acquire a better Quality Score from search engines due to the relevancy of advertising materials. Sample Keywords “Sport Car” (shown in screenshot) “Luxury Vehicle” “Dealer Locations”
  29. 29. Re-define digital marketplace and advertising performance with data, insight and innovations www.i-click.com

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