文档介绍：Prepared by OgilvyInteractiveDate Nov. 18, 1999
Bright Eyes Club 2000
Contents
Business Imperatives
Our Strategy & implementation Process
Work Schedule
Budget
Description of Project Functions
Business Imperatives and Opportunities
Phase 2 : Set up On-line Club
Phase 1 : Set up Off-line Club
Team profile
2000 DM Program Prospect
Cooperation with Myweb
Bausch & Lomb’s business faces a variety of challenges in the current market.
Pressure For Change
Progress of Category
is limited
Price War
Channel’s Kickback
Consumer’s Betrayal
The key issue is that currently end-users and channels are both “strangers” to us.
Emotional Loyalty
Behavioral
Loyalty
High
High
Low
Exist
Prospect
Build up relationship
prisoners
good
happy
friends
marriages
neighbors
colleagues
courtship
strangers
extended
distant
families
lovers
Channel status —— owners
Rational
Gaining profit from kickback is easy;
Favor the brands that bring the highest profits;
Limited knowledge in marketing and management
Emotional
Business is more or less private enterprise
Business is operated with few supports
Manufacturers are seen as “renters” who do not help in the actual sale of products
Implication
Care about profit, need support
Channel status —— sellers
Rational
Choose the most profitable product to sell, even though it may not satisfy customers.
Limited knowledge of professional market
Limited understanding of their customers
Emotional
Life is invariable, two points and one line
Working is pressure and boring
Being small potato, there is no chance for great achievement.
Customers are nearly trouble
Implication
Care about profit,need to express individual value.
Channel status —— fitters
Rational
Choose the most profitable product to sell, although it makes customers’ not that satisfied
Professional background but have fallen behind
No expertise on different manufactories’ products.
Emotional
As the professional in this locale,they are lonely and have no st