eCRM Project Kickoff Update

1
eCRM Project Kickoff Update
Project Uno

• Prepared for APLT
• October 28, 2009

2
Project Uno

• VISION
• JJVC AP CRM strategy
• One common framework and platform,
  multidimensional scalable
• Seamless robust in-market Acquisition
  Retention Acuvue programs
• Gain competitive edge in markets with strong ECP
  consumer participation relationship
• Project Name Essence

3
Project Charter

• Current Challenge
• Today, there are inconsistent capabilities and
  efforts across AP to measure consumer trials,
  first purchase and repeat purchases across AP due
  to resource, local market dynamic, and
  infrastructure challenges. 
• As a result, JJVC misses valuable opportunities
  to
• Measure true ROI of program efforts,
• Optimise program, communication and value
  offerings to improve conversion and retention
  rates,
• Provide results of program to enhance ECP
  participation. 
• Additionally, high investment costs are repeated
  in every market and across campaigns in trying to
  build a scalable and sustainable program. 
• The non-systematic approach led Acuvue
  Acquisition and Retention programs to being
  viewed as silos in the eyes of consumers and
  customers.

Create a central, multidimensional JJVC AP CRM
framework and platform that is scalable and
sustainable to support the
acquisition and retention
initiatives across AP
4
Desired Deliverables
5
Synergy towards Common Goal
Design Inputs
Trial Value
6
What does Success look like?

• One Vision Care AP Trial Loyalty program
  framework and communication platform
• Scalable and sustainable without significant
  reinvestment every campaign / market
• Facilitates and aggregates multi-dimensional
  touch-points into stronger consumer intelligence
• Stabilise Improve Consumer ECP program
  participation
• Enable systematic optimisation of program to
  improve effectiveness and efficiency
• Successful pilot Subsequent market roll-out

• Full roll-out of program across AP
• Improvement in program effectiveness efficiency
  against country baselines
• Cost per acquisition/conversion
• Conversion rates

Dependent on readiness by market
7
Addressing the Challenges Ahead
8
Team Project Uno
Bala Badinedi
9
High-Level Project Timeline

• Core Team/Agency Project Kickoff
• Market Audit
• CN (Nov 2-6)
• KR (Nov 16-18)
• TW (Dec 7-8)
• HK (Dec 9-10)
• Program strategy design recommendation
• Strategy Design Sign-off
• Program build
• Datamart design, build, move clean-up
• Communication flow/templates/eDM development
  build
• Program selling to ECP / Marketing to consumer
  prep
• Pilot Kickoff

• Oct 15
• Nov Dec
• Jan 2010
• Feb 2010
• Mar 2010
• Jul 2010

Targeted date. Dependent on program
recommendation refinement and in-market
transition with ECPs
10
Backup
11
Benefits
JJVC
Project Uno
ECP
Consumers
12
Guiding PrinciplesKeep focusing on the End Goal

• Open mindset
• Not one size fit all
• Consider big picture
• One Team JJVC Team
• Minimal disruption to business
• Everybody get on board!

13
Scope Overview
14
Roles Responsibilities
15
Roles Responsibilities
16
Roles Responsibilities