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Agency Brief Jacob’s Creek Giftbox MAF/CNY 0910 PowerPoint PPT Presentation


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Agency Brief Jacob’s Creek Giftbox MAF/CNY 0910. Shanghai, April 2009. Feedback on 08/09 CNY Gift Boxes. Central Region 6 bottle gift box – consumers could mix and match SKUs Both positive and negative feedback was received on the design and quality. Among the feedback was:-

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Agency Brief Jacob’s Creek Giftbox MAF/CNY 0910

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Agency brief jacob s creek giftbox maf cny 0910

Agency Brief

Jacob’s Creek Giftbox

MAF/CNY 0910

Shanghai, April 2009


Agency brief jacob s creek giftbox maf cny 0910

Feedback on 08/09 CNY Gift Boxes

  • Central Region

    • 6 bottle gift box – consumers could mix and match SKUs

    • Both positive and negative feedback was received on the design and quality.

    • Among the feedback was:-

      • 6 bottle packaging was too heavy and the handle was too rough, making it difficult to carry.

      • Design did not reflect the premium quality of JC

      • The gift boxes were popular in Wenzhou but not Shanghai.


Agency brief jacob s creek giftbox maf cny 0910

Feedback on 08/09 CNY Gift Boxes

  • North region

    • 1 bottle gift box

    • Positive feedback on design & quality.

      • Simple yet elegant

      • Easy to open & carry

    • Promotion was successful with +104% for CNY sales 2009 vs 2008.


Agency brief jacob s creek giftbox maf cny 0910

Jacob’s Creek Gift Boxes (1 Bottle) in Australia


Agency brief jacob s creek giftbox maf cny 0910

Jacob’s Creek Gift Boxes (Sparkling) in Australia

1 Bottle + GWP


Agency brief jacob s creek giftbox maf cny 0910

Jacob’s Creek Gift Boxes (6 Bottles) in Australia


Agency brief jacob s creek giftbox maf cny 0910

Jacob’s Creek Gift Box (5 Bottles) in Australia


Agency brief jacob s creek giftbox maf cny 0910

Jacob’s Creek Festive Gift Boxes in Singapore

2 Bottle + GWP


Agency brief jacob s creek giftbox maf cny 0910

Helan Mountain Gift Boxes (2 Bottles)


Agency brief jacob s creek giftbox maf cny 0910

Changyu Gift Boxes


Agency brief jacob s creek giftbox maf cny 0910

Great Wall Gift Boxes


Agency brief jacob s creek giftbox maf cny 0910

Dynasty Seal Gift Boxes


Agency brief jacob s creek giftbox maf cny 0910

Local Wine Gift Boxes

Dynasty

Weilong

Yiyuan

Mogao


Agency brief jacob s creek giftbox maf cny 0910

Local Wine Gift Boxes

Tonghua

Yunnan Red Wine


Agency brief jacob s creek giftbox maf cny 0910

Brief for Jacob’s Creek MAF/CNY GB

  • Objective:

    • To maximize sales volume of Jacob’s Creek in off-trade channels during peak season

    • To gain visibility in-store during peak season

    • To gain more market share

  • Jacob’s Creek MAF / CNY giftbox

    • To enhance the “premium” and “trendy” image of Jacob’s Creek with

      • Attractive and elegant packaging design/graphics

      • Simple and easy to carry packaging

      • Premium wine accessory


Agency brief jacob s creek giftbox maf cny 0910

Brief for Jacob’s Creek MAF/CNY GB

  • Jacob’s Creek MAF / CNY giftbox

    • 2 designs

      • 2 bottle pack

        • Gift box to incorporate “festive” feel, Jacob’s Creek brand logo

        • Budget 18 RMB per piece (50,900 RMB – 5,090 pcs)

    • 6 bottle special gift packaging

      • An “easy to carry” gift box that is not bulky

      • Print Jacob’s Creek brand logo and brand story

      • Budget 50 RMB per piece (55,000 RMB – 1,100 pcs)


Agency brief jacob s creek giftbox maf cny 0910

Estimated Sales


Project timeline

Project Timeline

  • Brief to agency (June, 1)

  • 1st round agency presentation (June, 5)

  • 2nd round agency presentation (June, 8)

  • Design finalization ( June, 12 )

  • DS Sample finalization ( At the end of Jun )


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