CatalogueBriefRecapMarketingAnalysisJuneEventObjectiveTargetAudienceBehaviorBigIdeaStrategy&TacticsCommunicationsTeamStructureBriefRecapAccelerateTrial&Awarenessbuilt-upEnlargethemarketshareCreateNescafétalkability,re-announceRichSymphonyexclusivityine-Commerce2014Double11(Nov)Tmallpre-launchCNY(Jan