1. Global Expansion Strategy

2. Crere Innovo - Who We Are
We believe that people create brands.
Our objective is simple: Create innovative, digital ways to
empower people to build global brands.
Success is not a question, it’s a guarantee.
Crere Innovo - Who We Are

3. Chief Strategy Officer: Courtney LeBlanc
Public Relations & Promotions Director: Michaela Trimble
Interactive Director: Chinenye Rita Ifepe
Digital Project Manager: Doris Peng
Creative Director: Sirimas Panchana
Crere Innovo - Team

4. SWOT of Japan
Strengths
1. Japanese Society
a. Strive for perfection
b. Show improvement in
lacking areas
2. Technology
a. New innovations are
important
3. Economy
a. Strong and open to
imports
Weaknesses
1. Non-verbal Communication
a. Negotiation and
communication can be
misinterpreted
2. Relaxed Culture
a. Based on relationship
building - more time
3. Travel
a. Citizens travel extensivly
b. Go to other countries for
higher education and
stay

5. SWOT of Japan
Opportunities
1. Environmental Issues
a. Need for recycling and
energy saving
2. Women in Business
a. Increasing yearly
3. Foreign Influence
a. welcomed because of
increase of studying
abroad
Threats
1. Location
a. Far away from US - may
have distribution issues
2. Foreign Investment
a. Small amount
3. Competition Saturation

6. Market Situation
Japan

7. Market Situation
Japan's Cultural Dimensions

8. Market Situation
Doing Business in Japan
Positives
● High Economic Freedom
● Low Level of Corruption
● Incline in Monetary & Fiscal Freedom
Negatives
● Decline in the Management of Government Spending
● Decline in Labor Freedom

9. Market Situation
Women in Business in Japan
● 54 percent of professional and specialty jobs
● 13 percent of lawyer and physician jobs
● 1/3 of students in medical schools
● 1/4 of those of who pass the bar examination

10. Market Situation
Japanese Drinking Culture
● 83.1 percent of men and 60.9 percent of women drink alcohol in Japan

11. Segmentation

12. Segmentation
Urban Areas
• 60% of premium wine is consumed in the
Tokyo area
•Tokyo-Osaka-Second tier cities
Rural areas
• Traditional wines are more
popular

13. Positioning
Skinnygirl targets college girls
and office ladies in urban area.
Targeting
A premium brand with
fashion oriented image that allows consumers to indulge in a glass of wine
with friends without losing their slim figures.

14. Competition

15. Strategic Plan - Overview
Type Timing
OOH
Billboards 1-3
January 2014
Social Media
Website, Facebook &
Twitter Launch
January 2014
Public Relations
Event
MBFW Product Launch
March 2014:
MBFW Tokyo
TV Advertisements April 2014

16. Media Plan - OOH
● Billboard
○ Starting January, Billboard ads will be placed at Ginza, a high-traffic
shopping district in Tokyo.To promote the MBFW Tokyo launch in
March.

17. ● Generate buzz with Twitter, Facebook, Website (JV) and mobile
app.
● Twitter and Facebook page will educate consumers about product
benefits and usages.
● “Tweet your skinny recipes” will be a follow up campaign after the
launching event to increase consumers engagement.
Media Plan - Social Media

18. Media Plan - Social Media
● Website
○ The Skinnygirl website will be a recipe hub, where all
products and recipes will be categorized by lifestyle.
● Mobile App
○ The Skinnygirl mobile application will be
another recipe hub, and consumers can post
their “Drink Like a Lady” pictures to be voted via
the Skinnygirl website.

19. Strategic Plan
MBFW Launch & The Skinnygirls
MBFW Tokyo Launch
● Prestigious Event
● Celebrities, media, bloggers and fashion icons
● Official Liquor & Wine
○ Swag Bags
○ Media Samples
○ Celebrity Gifts
Skinnygirls
● Brand Ambassadors
● Serve Skinnygirl at Events
○ Black & Red Skinnygirl Clothing

20. TV Advertisements
Post-event coverage: April - May 2014
● NHK, Fuji TV & TBS
○ Reinforce the brand to consumers
○ Available to purchase Skinnygirl in stores

21. Retail Locations

22. Bar Distribution
Trump House Tokyo New Lex Edo
Le Baron de ParisCasba Tokyo

23. Creative - The Goal & Objective
Goal
To generate brand awareness and product positioning
Objective
To gain the consumers and media attention from our launching event

24. Message
"Drink like a lady"
Use
To emphasis that women can look good and get in shape, while
leading a healthy social life by drinking low-calorie Skinnygirls products
Mood & Tone
Skinny, sexy, tempted, confident, fashionable, chic
Color
Black and red
Creative - The Messaging

25. Out of home
Billboard
Creative - Execution

26. Out of home
Billboard
Creative - Execution

27. Social Media
Website
Creative - Execution

28. Social Media
Website
Creative - Execution

29. Social Media
Website
Creative - Execution

30. Social Media
Website
Creative - Execution

31. Social Media
Website
Creative - Execution

32. Social Media
Facebook
Creative - Execution

33. Social Media
Twitter
Creative - Execution

34. Social Media
Mobile Application
Creative - Execution

35. Event
Backdrop
Creative - Execution

36. Event
Atmosphere
Creative - Execution

37. The Budget
Type Timing City Budget
OOH
Billboards 1-3
January 2014 Tokyo $500,000
Social Media
Website, Facebook &
Twitter Launch
January 2014 Tokyo $250,000
Public Relations
Event
MBFW Product Launch
March 2014:
MBFW Tokyo
Tokyo $500,000
TV Advertisements April 2014 Tokyo $500,000

38. Questions?