奧美-策略行銷工具箱(共20頁).ppt

1、O & MRef: TN/SM/STRMKTOL/rc1Much of the material in this file has been jointly developed by Colin Benjamin of the Horizons Network and Ian Strachan of Ogilvy & Mather. Copy right is retained byColin Benjamin and Ogilvy & MatherAsia PacificO & MRef: TN/SM/STRMKTOL/rc2IO & MRef: TN

2、/SM/STRMKTOL/rc3O & MRef: TN/SM/STRMKTOL/rc4O & MRef: TN/SM/STRMKTOL/rc5亂流度Turbulence Level12345世界World重覆的Repetitive擴展的Expanding改變的Changing不連續(xù)的Discontinuous充滿驚奇的Full of Surprises事件Event熟悉的Familiar可預測的Predictable不連續(xù)的Discontinuous只能做事後諸葛亮 Predictableafter the event無法預測的Unpredictable未來的可見性Visib

3、ility ofFuture清晰CrystalClear清楚Clear朦朧Fuzzy霧里看花Obscure一團迷霧Puzzling邁向未來的途徑Path to Future康莊大道An OpenRoad緩坡A GentleClimb不平的階梯An UnevenStaircase攀巖A Rock Climb星際大戰(zhàn)的光束旅行 “BeamMe Up Scotty”環(huán)境Environment穩(wěn)定Stable反應Reactive可預期Anticipatory創(chuàng)業(yè)Entrepreneurial創(chuàng)造CreativeO & MRef: TN/SM/STRMKTOL/rc6亂亂流度Turbulence

4、 Level12345你的感受HowWe Typically Feel滿足Content舒適Comfortable有成就感Achieving焦慮Anxious歇斯底里Hysterical你的做法WhatWe Typically Do高枕無憂Sleep a lot工作Work努力工作Work Hard想要取回控制Try To GetControl驚慌PanicO & MRef: TN/SM/STRMKTOL/rc7亂流度Turbulence Level12345你的感受HowWe Typically Feel挫折Cross &Frustrated無趣Bored有期待A sense

5、 ofAnticipation激動Excited挑戰(zhàn)Challenged你的做法WhatWe Typically Do計畫革命PlotRevolution埋怨Complain計畫Plan突圍Breakout突破BreakfreeO & MRef: TN/SM/STRMKTOL/rc8+=+=+=+=+=Ref: TN/SM/STRMKTOL/rcDeterminants of Buyer PowerO & MRef: TN/SM/STRMKTOL/rc12O & MRef: TN/SM/STRMKTOL/rc13O & MRef: TN/SM/STRMKTOL/

6、rc14O & MRef: TN/SM/STRMKTOL/rc15本世紀最棒的本世紀最棒的航空公司航空公司Best of thedecadeO & MRef: TN/SM/STRMKTOL/rc16BEST AIRLINEOF DECADE1993/941994/95/961997/981999O & MRef: TN/SM/STRMKTOL/rc17O & MRef: TN/SM/STRMKTOL/rc18MONITORQUARTERLY每季監(jiān)看結果HALFYEARLYREVIEW半年后再看RECONSIDER以后再說吧PLAN ONEMONTHRESPONSE一個月后做ALLOCATERESPONSIBLE-ITIES分派責任歸屬ANNUALREVIEW半年后再看ACT NOW現在做現在做PLAN THREEMONTHRESP