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

2. 1st
Overview
Customer Analysis
Content Strategy
Content Development
Strategy Plan
2nd
3rd
4th
5th
6th Deployment Plan

3. Overview

4. Overview
1 32
4Main Concept Brief Introduction Market Analysis
Objectives

5. 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.

6. 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.

7. Overview - Brief Introduction

8. Overview - Market Analysis
Cost value
Price
High
Low
Low High

9. Overview - Market Analysis
China Luxury Market
67%
33%
Resource of Increase of China Luxury Market
New
customers
Others

10. 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.

11. Overview - Business Objectives
Brand
Value Sales

12. Customer
Analysis

13. 1 32
Customer Analysis
PersonaCustomer Profile Target Customer
Customer Journey
4

14. 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

15. Customer Analysis - Target Customer
The Status Seeker
They are driven by conspicuous
consumption, and they like to keep up
with the latest trends.

16. 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.”

17. Customer Analysis - Customer Journey
Awareness
Consideration
PreferenceBuy
LoyalAssisting Interaction
Last Interaction
Long-term Interaction

18. Content
Strategy

19. Content Strategy
1 2
Strategy Objective Content Channel

20. Content Strategy - Strategy Objective
Brand
Value
Customer
Engagement Sales

21. Content Strategy – Major Content Channel
Assisting Interaction Last Interaction Long-term Interaction

22. Content
Development

23. Content Development
1 2
Content SpecificationCustomer Journey

24. Content Development - Customer Journey
Awareness
Consideration
PreferenceBuy
LoyalAssisting Interaction
Last Interaction
Long-term Interaction

25. 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

27. Strategy
Plan

28. Strategy Plan
Disney & Crucianic Collection

29. Slogan
Time
Place
Find Childhood Back
Children’s Day in 2014
Disneyland China
Crucianic X Disney Mission
Theme
Strategy Plan - Activity

30. 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

31. 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

32. 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; InstagramStory; Slogan; Short Advertisement
Fashion magazine; Fashion
website; Official website of
Crucianic and Disney

33. Strategy Plan - Weibo

34. Strategy Plan - Activity Promotion
Micro Film;
Promotion Video
Youku; Tudou; Official Website
of Cruciani C/Disney
Magazine Ads; Web Posters; Outdoor
Advertising; Celebrity Snapshot
Weibo; Wechat; InstagramStory; Slogan; Short Advertisement
Fashion magazine; Fashion
website; Official website of
Crucianic and Disney

35. Strategy Plan - Vogue

36. 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; InstagramStory; Slogan; Short Advertisement
Fashion magazine; Fashion
website; Official website of
Crucianic and Disney

37. Strategy Plan - Youku

38. Deployment
Plan

39. Deployment Plan
Schedule

40. 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
√

41. 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

42. /Becky Yuan/Xiaowen Pang/Summer Huang/Jessie Li/Cheng Chen/Ruoyu Zhu/
THANK YOU