It is from Vero teamwork effort so I only put some highlight things that I DID in this proposal. I don’t mention others’ work.
My first proposal with my leader's support
The context: Manufacturers appreciate and like Wellmune's product as it is backed with clinical research, and are convinced about the benefits. However, they are reluctant to use Wellmune in the formulation due to low consumer awareness of beta glucan in general, and the benefits of beta glucan. Consumers know about vitamins only.
Detailed analysis the consumer behavior in F&B industry
Come to the key message: BOOST YOUR WELLNESS EVERYDAY WITH WELLMUNE
And then define the message house with 3 main pillars
We also chose the influencers based on different decision-making factors made by potential customers
I support to finalize the communication framework with 2 phases:
TRIGGER MASSIVE BUZZ and ENGAGE AND EDUCATE
And also write the execution for 2 key activities: AR Check and Wellness Expert Advice series.
This is my first chance to be main responsible for full project. There some flaws in proposal and has been improved by my beloved leader. After this project, I learn to be more patient and careful in choosing proper words and designing the presentation.
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