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Transcript of Roseonly case study
![Page 1: Roseonly case study](https://reader033.fdocuments.in/reader033/viewer/2022060118/558b417ed8b42afa728b45c6/html5/thumbnails/1.jpg)
RoseOnly
BY: Claire, Firefly, Grace Saron, Yao Yao, Zoe
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OverviewBusiness
Objective
Deployment
Plan
Content
Strategy
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Overview
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04/13/2023
A. History
• Jan.4, 2013 Roseonly starts 1st Experience store in Beijing. • Mar.31, 2014The 2nd Experience store in Shanghai.
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B. Concept
One man could buy Roseonly flowers for one woman ( 一生只送一人 ).
Two online brands: luxury and fair price one.
Three sales channels: official website , Tmall shop and WeChat online store.
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C. Product Strategy
• RoseThe Roseonly products cover classic series,constellation series (星座玫瑰) , and “ 許願玫瑰”“道歉玫瑰” etc.
• Accessory & ChocolateItalian Top hand-made chocolate
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D. Target Audience
• Young & Fashion
• Well off
• Seek high Quality life
• Like to use social network
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D. Target Audience
Currently, the majority of the
customers are young people
who are among 20-30. And
the motivations include:
proposal; anniversaries of
important events;
birthday gift, etc.
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E. Persona1 Age: 32
Occupation: Financial
Analyst
Location: Beijing
Situation: in a
relationship
About Jerry:
Jerry is a financial analyst, whose average salary is 100,000 RMB per
month. He is exocentric, handsome and always seeks for high quality
life. Jerry likes to use social network, his Sina Weibo account has about
3,000 followers.
Jerry never bought any flowers online. Recently, he wants to propose
to his girlfriend. He is considering to buy his girlfriend diamond ring and
roses. He wants to use the flowers to demonstrate his love for his
girlfriend, and make his proposal special.
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E. Persona 2Age: 29
Occupation: Model
Location: ShangHai
Situation: In
RelationshipAbout Fiona:
Fiona is a model and her average income is 30,000 per month. She
graduated from Shang Hai Conservatory Of Music and her major is
piano. Besides, Fiona likes selfie and always upload her selfie on Sina
Weibo.
Last week, 1th march, is Fiona’s birthday. Her boyfriend sent her a
bunch of rose from Roseonly as her birthday gift. She is so moved and
wants to send back her boyfriend a present.
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E. Persona 3Age: 35
Occupation: CEO of a media
company
Location: Shanghai
Situation: MarriedAbout Eric:
Eric is a CEO of a quoted media company and was married one year ago.
Eric is very busy with his work, and seldom has time to go home with his
parents. But he is very concerned about his parents and always wants to
make them happy.
Eric bought roses from Roseonly several times for his girlfriend, who is
now his wife. And next month is his parents’ wedding anniversary for 40
years, he wants to celebrate this day in a special way .
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F. Major Competitors
vs
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F. Major CompetitorsRoseonly 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)
TargetAudience
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 shopTmallWechatPhysical shops (Beijing & Shanghai )
Online shopWechatPhysical shops (Beijing & Shanghai )
Online shop
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F. Major CompetitorsRoseonly The Beast Summer
ForeverAdvantage • 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
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Experience
Premium
FLOWERMARKET
F. Major Competitors
Mass
Product
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G. Problem
1) High-end gifts for only one person whole
life
2) Bad performance on new media
platforms, only two social media channels
applied: Weibo WeChat
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Weibo Performance
a. 620 thousand fans
b. 3-5 posts per day
c. Many soul soother
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WeChat Performance
1)1 post per day
2) Lack of relevant content
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Business Objective
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Short-term• Drive attention and increase user engagement
on digital platforms in 2 months• Increase e-commerce purchase amount of
Roseonly flowers in Tmall and official website in 3 months.
• Open 2 experience stores in average each year.
Long-term• Strengthen Roseonly brand image and
establish leading role in flower industry.
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Content Strategy
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Content Objective
• Quickly boost Roseonly Collection’s awareness and perception online digital platform and offline campaigns, in order to drive attentions and acquire new customers.
• Widely create buzz and drive preference on Roseonly Collections.
• Garner consumer’s interest and fuel excitement of Roseonly as the best choice of gift to women and establish trust between lovers.
Channels: Search Engine, Social Media, Displaying Ads, eDM.
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Content Strategy
Awareness Evaluation Action Advocate
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Content MapAwareness 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
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Content Strategy
Awareness Evaluation Action Advocate
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Content Strategy
1 ) Brand introduction (Long-term)
Channel 1: Weibo
Awareness
Evaluation
Action
Advocate
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Content Strategy
2) Product introduction(Long-term)
Channel 1: Weibo
Awareness
Evaluation
Action
Advocate
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3) Display Ads(Long-term)
Channel 2: Website
Content StrategyAwareness
Evaluation
Action
Advocate
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Content Strategy
4) KOL (Short-term)Channel 1: Weibo
Awareness
Evaluation
Action
Advocate
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Content Strategy
5) KOL Cobranding Campaign (Short-term)
Brand Ambassador + Cobranding with Fresh
Awareness
Evaluation
Action
Advocate
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Content Strategy
Channel 1: Weibo
Interaction with Angelababy and fresh
Engage Customers
5) KOL Cobranding Campaign (Short-term)
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Content Strategy
Channel 2: Wechat
Event Information& Details(Pictures&Video)
5) KOL Cobranding Campaign (Short-term)
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Content Strategy
Channel 3: Instagram
Event information (Pictures)
Channel 4: Pinterest
Event information (Pictures)
5) KOL Cobranding Campaign (Short-term)
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Content Strategy
Channel 5: Website
Banner
5) KOL Cobranding Campaign (Short-term)
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Content Strategy
Awareness Evaluation Action Advocate
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Content Strategy
1) Product Advantage
Channel 1: Weibo
Awareness
Evaluation
Action
Advocate
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2) SEO&SEM
Channel 2: Search Engine
Content StrategyAwareness
Evaluation
Action
Advocate
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Content Strategy
3) Recommendations and Ratings
Channel 3: UGC Platform 知乎,百度知道 etc.
Awareness
Evaluation
Action
Advocate
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Content Strategy
Awareness Evaluation Action Advocate
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Content Strategy
1) Product Promotion (Long-term)Channel 1: Weibo
Awareness
Evaluation
Action
Advocate
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Content Strategy
1) Product Promotion (Long-term)
Channel 2: Wechat
Awareness
Evaluation
Action
Advocate
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Content Strategy
1) Product Promotion (Long-term) Channel 3:
Awareness
Evaluation
Action
Advocate
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Content Strategy
1) Product Promotion (Long-term)
Channel 4: Pinterest
Awareness
Evaluation
Action
Advocate
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Content Strategy
1) Product Promotion (Long-term)Channel 5: Official Website
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Content Strategy
2) Special Holiday Campaign (Short-term)
Channel 1: Weibo
Awareness
Evaluation
Action
Advocate
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Content Strategy
Channel 2: Wechat
Awareness
Evaluation
Action
Advocate
2) Special Holiday Campaign (Short-term)
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Content Strategy
Channel 3: Instagram
Awareness
Evaluation
Action
Advocate
2) Special Holiday Campaign (Short-term)
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Content Strategy
Channel 4: Pinterest
Awareness
Evaluation
Action
Advocate
2) Special Holiday Campaign (Short-term)
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Content Strategy
Channel 5: Website
520 Rose Banner on the front page (Big Action Button)
“520 Love” Video
Awareness
Evaluation
Action
Advocate
2) Special Holiday Campaign (Short-term)
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Content Strategy
3 ) 520 reminder (short-term)
Channel : eDM
Awareness
Evaluation
Action
Advocate
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Content Strategy
Awareness Evaluation Action Advocate
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Content Strategy
1) Engagement: UGC (Long-term)
Channel 1: Weibo
Awareness
Evaluation
Action
Advocate
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Content Strategy
1) Engagement: UGC (Long-term)
Channel 2: Instagram
Awareness
Evaluation
Action
Advocate
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Content Strategy
2) Special Holiday Topic UGC (Short-term)
Channel 1: Weibo
Awareness
Evaluation
Action
Advocate
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Content Strategy
Channel 2: Instagram
Awareness
Evaluation
Action
Advocate
2) Special Holiday Topic UGC (Short-term)
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Deployment Plan
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Deployment Plan
04/13/2023
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Deployment Plan
04/13/2023
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Deployment Plan
04/13/2023
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The End