[Etude de cas] Spirit Of Sushi par Webcombordx

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Information about [Etude de cas] Spirit Of Sushi par Webcombordx
Education

Published on February 17, 2014

Author: webcombordx

Source: slideshare.net

Description

Dans le cadre de leur séminaire sur le Community Management dans le secteur du luxe, les webcombordx ont réalisé une recommandation pour l'entreprise Spirit Of Sushi qui commercialise un vin spécialement conçu pour être dégusté avec des sushis et autres mets japonais...
Un véritable plan de lancement produit accompagné d'une planification média et digitale.

Spirit of Sushi Product launch & digital strategy 20.12.2013 Charlotte BURG // Henri GUÉRIN // Gauvin BRISTIEL // Alexis FILLON #WCMRS

Summary product presentation benchmark target market - objectives product reveals - teasing digital strategy overview planning KPI & monitoring budget

Product presentation ? a unique wine for Japanese food conceived by a Japanese Chef & french oenologist an ideal blending of white wines the « french touch » « The perfect wedding between the two great gastronomic cultures for the pleasure of all the gourmets worldwide. » Chef Yoshida

Target market - objectives target General Public above legal drinking age (18 yo in France) objectives strategy current consumers represent a niche market develop the taste and the consumption of wine/ spirits among sushi amateurs in France phase 1: launch the product among sushispecialized channels phase 2: distribute the product through all channels

Benchmark website rebuild the website from scratch because it is disastrous in terms of content, information provided to consumer, SEO ! launch a blog on which we offer recipes and good agreement mets-wine

Benchmark facebook 20% commercial message 80% information twitter

Benchmark competitors Jacob’s creek’s « WAH » Oroya

Product reveals - teasing facebook / twitter page launch secret product related to sushis… product reveals at « Le Salon des Vins de France »

Partners + +

Contest stage 1: suggest space+ambiance+Japanese traditional meal send it though our website ! stage 2: our jury elect the top 10 publication on the Facebook page ! stage 3: winners invited to dinner

Digital strategy overview 1 facebook ads 2 twitter advertising #spiritofsushi 3 google search & display network 4 blogger tasting event 5 youtube channel & videos

Community Management planning snippet

Blogger event gastronomy wine sushi e.g Un tour en cuisine La cuisine de Mercotte Papilles & Pupilles Et si c’était bon e.g La pinardothek Les 5 du vin Vendredis du vin Le blog d’abistodenas e.g P’tit sushi Much more than sushi = multiple tasting events with Spirit of Sushi

Digital strategy overview facebook ads 200€ per day for more « likes » 3 weeks 200€ per day for post engagement 3 weeks budget 8,400€

Digital strategy overview twitter ads sponsored trend 5K€ for one day #spiritofsushi sponsored account CPF 0,7€ 3000 followers objective budget 7,100€

Digital strategy overview google Search Display ! ! search 10K€ for one month display 5K€ for one month including google shopping including remarketing campaign budget 15,000€

Digital strategy overview youtube InSearch InStream ! ! video appears in search results CPC video appears in preroll for selected themes budget 5,000€

Media budget 14 % 24 % 20 % 42 % Facebook Twitter Adwords YouTube

Overall budget Technical Dev." 19,000 Graphics 12,000 Community mgmt. 2,000 AdWords 15,000 YouTube Ads 5,000 Facebook Ads 8,400 Twitter Ads 7,100 Project mgmt. 7,000 TOTAL 75,500

KPI & Monitoring kpi monitoring gross margin (for SEM acquired customers) check AdWords efficiency ! bounce rate ! average revenue per order ! captive customers rate ! customers becoming captive rate ! check cybersquatting on AdWords ! check notoriety on social networks ! get customer feedback ! market shares

Planning WEEK 7" twitter ads youtube ads search display contest blogger event WEEK 9" 10-16 feb facebook ads WEEK 8" 17-23 feb 24 feb - 2 march

Thank you for your attention !

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