1. RoseOnly
BY: Claire, Firefly, Grace
Saron, Yao Yao, Zoe

2. Overview
Business
Objective
Deployment
Plan
Content
Strategy

3. Overview

4. 2014-4-20
A. History
•
•

5. 2014-4-20
B. Concept
One
一生只送一人
Two
Three

6. 2014-4-20
C. Product Strategy
•
（星座玫瑰）
許願玫瑰 道歉玫瑰
•

7. 2014-4-20
D. Target Audience
• Y F
• W
• S
• L

8. 2014-4-20
D. Target Audience

9. 2014-4-20
E. Persona1
Age: 32
Occupation: Financial Analyst
Location: Beijing
Situation: in a relationship
About Jerry:

10. 2014-4-20
E. Persona 2
Age: 29
Occupation: Model
Location: ShangHai
Situation: In Relationship
About Fiona:

11. 2014-4-20
E. Persona 3
Age: 35
Occupation: CEO of a media company
Location: Shanghai
Situation: Married
About Eric:

12. F. Major Competitors

13. F. Major Competitors
Roseonly The Beast Summer Forever
Price 269-1520RMB 230-8130RMB 330-5860RMB
Products Flowers, Preserved Flesh
Flower, Chocolates, Scarf,
Flowers, Preserved Flesh
Flowers, Accessories，
Household Goods
Flowers, Preserved Flesh
Flowers(永生花)
Service Distributed by handsome
model with Mini Cooper
Customized flowers with
stories
Customized flowers with
stories (limited in Beijing)
Target
Audience
Lovers Young people interested
in artistic design and
Vintage style
Young people interested
in artistic design and
Vintage style (小清新)
Selling
Channels
Online shop
Tmall
Wechat
Physical shops
(Beijing & Shanghai )
Online shop
Wechat
Physical shops
(Beijing & Shanghai )
Online shop

14. F. Major Competitors
Roseonly The Beast Summer
Forever
Advantage • High quality roses
• More products for
lovers
• Celebrities exposure
• Weibo performance
(620,000 fans)
• Combine flower design
with customer's story
• Selling a lifestyle
• Offline performance
• Weibo performance
(570,000 fans)
• Artistic product
• Photography
Disadvantage • Lack of good content
on Weibo and Wechat
• Over PS the photo
• Relatively high price
• Website design
• Fresh flower
distribution limit
• Limited channels

15. Experience
Premium
FLOWER
MARKET
F. Major Competitors
Mass
Product

16. 2014-4-20
G. Problem

17. Weibo
Performance

18. 2014-4-20
WeChat Performance

19. Business Objective

20. 2014-4-20
•
•
•
•

21. Content Strategy

22. Content Objective
Channels

23. Content Strategy
Awareness Evaluation Action Advocate

24. Content Map
Awareness Evaluation Action Advocate
Brand and Product
introduction,
KOL,Campaign
Product Advantage Product promotion Engagement: UGC
Channel: Weibo
, Wechat, Instagram,
Pintersest, Official
Website
Channel: Weibo, Search
engine
Channel: Weibo,
Wechat, Instagram,
Pinterest, Official
Website
Channel: Weibo,
Instagram
Display banner ads Recommendations and
ratings
Campaign
(Combined with
festivals and special
days)
Preserved Tips
Channel: Websites Channel: 知乎，百度知道
Channel: Weibo,
Wechat, Instagram,
Pinterest, Official
Website, eDM
eDM

25. Content Strategy
Awareness Evaluation Action Advocate

26. Content Strategy
）
Awareness
Evaluation
Action
Advocate

27. Content Strategy
Awareness
Evaluation
Action
Advocate

28. Content Strategy
Awareness
Evaluation
Action
Advocate

29. Content Strategy
Awareness
Evaluation
Action
Advocate

30. Content Strategy
Awareness
Evaluation
Action
Advocate

31. Content Strategy

32. Content Strategy

33. Content Strategy

34. Content Strategy

35. Content Strategy
Awareness Evaluation Action Advocate

36. Content Strategy
Awareness
Evaluation
Action
Advocate

37. Content Strategy
Awareness
Evaluation
Action
Advocate

38. Content Strategy
知乎，百度知道
Awareness
Evaluation
Action
Advocate

39. Content Strategy
Awareness Evaluation Action Advocate

40. Content Strategy
Awareness
Evaluation
Action
Advocate

41. 2014-4-20
Content Strategy
Awareness
Evaluation
Action
Advocate

42. 2014-4-20
Content Strategy
Awareness
Evaluation
Action
Advocate

43. 2014-4-20
Content Strategy
Awareness
Evaluation
Action
Advocate

44. 2014-4-20
Content Strategy

45. 2014-4-20
Content Strategy
Awareness
Evaluation
Action
Advocate

46. 2014-4-20
Content Strategy
Awareness
Evaluation
Action
Advocate

47. 2014-4-20
Content Strategy
Awareness
Evaluation
Action
Advocate

48. 2014-4-20
Content Strategy
Awareness
Evaluation
Action
Advocate

49. 2014-4-20
Content Strategy
Awareness
Evaluation
Action
Advocate

50. Content Strategy
）
Awareness
Evaluation
Action
Advocate

51. Content Strategy
Awareness Evaluation Action Advocate

52. Content Strategy
Awareness
Evaluation
Action
Advocate

53. 2014-4-20
Content Strategy
Awareness
Evaluation
Action
Advocate

54. 2014-4-20
Content Strategy
Awareness
Evaluation
Action
Advocate

55. 2014-4-20
Content Strategy
Awareness
Evaluation
Action
Advocate

56. Deployment Plan

57. Deployment Plan
2014-4-20

58. Deployment Plan
2014-4-20

59. Deployment Plan
2014-4-20

60. The End