策略的形成培訓(xùn)教學(xué)

1、Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: 打動(dòng)消費(fèi)者，使他們能Ref: Ref: 打中消費(fèi)者腦海中的那個(gè)紅心Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: l行銷環(huán)境4P/消費(fèi)者Competition問題/機(jī)會(huì)優(yōu)勢(shì)/弱勢(shì)Environment&SWOTRef: 4P/消費(fèi)者Competition問題/機(jī)會(huì)優(yōu)勢(shì)/弱勢(shì)行銷決策大方向Environment&SWOTMarketingde

2、cisions/DirectionsRef: 4P/消費(fèi)者Competition問題/機(jī)會(huì)優(yōu)勢(shì)/弱勢(shì)行銷決策大方向行銷傳播技能做什么/任務(wù)Environment&SWOTMarketingdecisions/DirectionsTasks forMarketingCommunicationRef: 4P/消費(fèi)者Competition問題/機(jī)會(huì)優(yōu)勢(shì)/弱勢(shì)行銷決策大方向行銷傳播技能做什么/任務(wù)各種不同的行銷技能能扮演什么角色Environment&SWOTMarketingdecisions/DirectionsTasks forMarketingCommunicationRole

3、s for differentdisciplinesRef: 4P/消費(fèi)者Competition問題/機(jī)會(huì)優(yōu)勢(shì)/弱勢(shì)行銷決策大方向行銷傳播技能做什么/任務(wù)各種不同的行銷技能能扮演什么角色ADDRPRSPEnvironment&SWOTMarketingdecisions/DirectionsTasks forMarketingCommunicationRoles for differentdisciplinesRef: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Marketing Aim 行銷目的Ref: Marketing Aim 行銷目的Rol

4、e of Advertising 廣告扮演的角色Ref: Marketing Aim 行銷目的Role of Advertising 廣告扮演的角色Brand Definition 品牌定義Ref: Marketing Aim 行銷目的Role of Advertising 廣告扮演的角色Brand Definition 品牌定義Target Marketing 目標(biāo)市場Ref: Marketing Aim 行銷目的Role of Advertising 廣告扮演的角色Brand Definition 品牌定義Target Marketing 目標(biāo)市場Competition 競爭范疇Ref:

5、Where are we now 我們現(xiàn)在何處Ref: Where are we now 我們現(xiàn)在何處Where are we going 我們將往何處Ref: Where are we now 我們現(xiàn)在何處Where are we going 我們將往何處Button 按鈕Ref: Where are we now 我們現(xiàn)在何處Where are we going 我們將往何處Button 按鈕Support 支持點(diǎn)Ref: Ref: (續(xù))Ref: Ref: (續(xù))Ref: Ref: Ref: Ref: (續(xù))Ref: Ref: (續(xù))Ref: (續(xù))Ref: (續(xù))Ref: Ref: (

6、續(xù))Ref: Ref: (續(xù))Ref: Ref: Point APoint BThe ButtonSupportRef: Ref: (續(xù))Ref: (續(xù))Ref: (續(xù))特點(diǎn)Ref: (續(xù))理性特性特點(diǎn)Ref: (續(xù))感官利益點(diǎn)理性特性特點(diǎn)Ref: (續(xù))感官利益點(diǎn)理性特性特點(diǎn)感性Ref: (續(xù))堅(jiān)固的鎖Ref: 堅(jiān)固的鎖小偷撬不開(續(xù))Ref: 堅(jiān)固的鎖小偷撬不開家里很安全(續(xù))Ref: (續(xù))堅(jiān)固的鎖小偷撬不開家里很安全用了它很安心Ref: (續(xù))含有維生素CRef: 含有維生素C吃了不易感冒(續(xù))Ref: (續(xù))含有維生素C吃了不易感冒有益健康Ref: (續(xù))含有維生素C吃了不易感冒有益

7、健康家里人多吃都健康Ref: 含有維生素C吃了不易感冒有益健康家里人多吃都健康好媽媽(續(xù))Ref: (續(xù))彩色Ref: (續(xù))彩色可以改變眼珠的顏色Ref: (續(xù))彩色可以改變眼珠的顏色當(dāng)你想改變時(shí)就可以改變Ref: (續(xù))彩色可以改變眼珠的顏色當(dāng)你想改變時(shí)就可以改變更美麗Ref: (續(xù))彩色可以改變眼珠的顏色當(dāng)你想改變時(shí)就可以改變更美麗選擇的自由Ref: Ref: Ref: (續(xù))Ref: Ref: Ref: Ref: Ref: PanadolTylenolBufferinVSAuthoristatve權(quán)感Passionate激情的Rational理性Confident自信Tender &a

8、mp; Sweet溫柔甜美Gentleman紳士Arrogant & distantSoft柔軟Stable平穩(wěn)傲慢和距離感Caring mother關(guān)愛的母親Dull/Boring乏味/無趣No human touchTalkative嘮叨A Family Man沒有人味以家庭為中心的男人Sympathetic同情心泰諾的品牌聯(lián)想，因?yàn)閺?qiáng)生（J&J）的公司形象的輔助，已經(jīng)占據(jù)了消費(fèi)者心目中“母性的光輝”的光明面，相較于必理通，百服寧的優(yōu)勢(shì)是多一些“人味”，且沒有必理通的“傲慢和距離感”，嘗試去除掉百服寧的乏味面，增強(qiáng)人味（Human Touch)是在競爭者中突出的重點(diǎn)，因?yàn)榇?/p>

9、家都還在品牌建立的初期，占奪先機(jī)，機(jī)會(huì)無窮。Competition( (續(xù)續(xù)) )Ref: Ref: Target Market Target Market 目標(biāo)市場（續(xù)）目標(biāo)市場（續(xù)）Ref: Target MarketTarget Market目標(biāo)市場（續(xù)）目標(biāo)市場（續(xù)）Ref: Target MarketTarget Market目標(biāo)市場（續(xù)）目標(biāo)市場（續(xù)）Ref: 現(xiàn)在現(xiàn)在將來（廣告后）將來（廣告后）Button 按鈕按鈕Ref: 利益點(diǎn)Benefit在你最需要的時(shí)候兒童百服寧幫你減輕孩子發(fā)燒的痛苦減輕母親的焦慮操作的按鈕Mothers Anxiety. When her child is in high fever孩子發(fā)高燒時(shí)，母親無以倫比的焦慮藉由呈現(xiàn)這種焦慮，及焦慮的解除來呈現(xiàn)兒童百服寧的有效性Ref: Ref: A ?Wow!B ?Why!Feelin