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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

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:-

      • 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.


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.


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


Jacob’s Creek Gift Boxes (Sparkling) in Australia

1 Bottle + GWP


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


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


Jacob’s Creek Festive Gift Boxes in Singapore

2 Bottle + GWP


Helan Mountain Gift Boxes (2 Bottles)


Changyu Gift Boxes


Great Wall Gift Boxes


Dynasty Seal Gift Boxes


Local Wine Gift Boxes

Dynasty

Weilong

Yiyuan

Mogao


Local Wine Gift Boxes

Tonghua

Yunnan Red Wine


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


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)


Estimated Sales


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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