市場(chǎng)營(yíng)銷課程報(bào)告要求

1、jAssignment Sheet for Marketing: an Introduction市場(chǎng)營(yíng)銷課程大作業(yè)（報(bào)告）要求l This document explains how to do the assignment / marketing report for the course of “Marketing: An Introduction” and also gives the disclaimer and notes.l Write a marketing report on one brand/product. Describe and analyze its 4Ps (pr

2、oduct, price, promotion and place distribution) and brand strategy, and give your recommendations to have a better marketing of it. The product is preferably Fast Moving Consumer Goods (FMCG) sold in supermarkets, and shall not be any kind of service. If you have any choice beyond the FMCG, please t

3、alk to your teacher as soon as possible. The brand/product is expected to be a famous one so that the information about this brand/product is easily accessible. l 本文件就如何完成市場(chǎng)營(yíng)銷課大作業(yè)/營(yíng)銷報(bào)告作出說明，并附有免責(zé)聲明及注意事項(xiàng)。l 就某一個(gè)品牌/產(chǎn)品寫一市場(chǎng)營(yíng)銷報(bào)告，對(duì)其產(chǎn)品， 價(jià)格， 分銷和促銷的策略 (4Ps)和品牌策略進(jìn)行描述和分析，并給出你的建議，使其營(yíng)銷能做的更好。此品牌/產(chǎn)品不應(yīng)是服務(wù)，宜為超市中的快速消費(fèi)品

4、，如果你想就超市外的品牌/產(chǎn)品做市場(chǎng)報(bào)告，請(qǐng)盡快與教師商談。此品牌宜為知名品牌，這樣有關(guān)此品牌的信息則易取得。l 文字報(bào)告必須在PPT首頁(yè)明確寫明姓名、班級(jí)、學(xué)號(hào)。以下舉例說明此報(bào)告可能涉及的品牌/產(chǎn)品：l 牙膏 toothpaste：Colgate 高露潔 Crest 佳潔士 Zhong Hua 中華l 香皂/香波類 soap/shampoo：OLAY 玉蘭油，LUX 力士 Safeguard 舒膚佳 Johnsons baby強(qiáng)生嬰兒 Rejoice 飄柔 ManTing 滿婷 Pantene 潘婷 Sifone 詩(shī)芬Clairol 伊卡路 SASSOON 沙宣l 化妝品 cosmetic

5、s：LOREAL 歐萊雅 AVON 雅芳 PONDS 旁氏 Maybelline 美寶蓮 Dabao 大寶, NIVEA 妮維雅l 食品類food: Mr. Kon 康師傅, Wang Wang 旺旺 Nestle Coffee 雀巢咖啡 Danone 達(dá)能 餅干 Pringles 品客薯片 Wrigleys 綠箭口香糖 Dove 德芙巧克力 l 洗衣粉 laundry: OMO奧妙, TIDE汰漬, ARIEL 碧浪l 奶制品dairy ：雅士利， 三鹿，Heinz亨氏, 光明，蒙牛，伊利， 樂百氏l 軟飲料soft drinks： Coca Cola 可口可樂, Pespi 百事可樂l 袋

6、裝茶tea bag: Lipton 立頓營(yíng)銷報(bào)告的具體要求1. PRODUCT 產(chǎn)品l Product category產(chǎn)品種類 （如COKE可樂屬于軟飲料）, product assortment 產(chǎn)品款型 (如空調(diào)掛機(jī)，柜機(jī); 牛奶/酸奶/奶粉).l Core Product 核心價(jià)值：功能用途, Tangible (actual) Product (including content) 可見部分：如，外觀設(shè)計(jì). Augmented Product and Benefits附加產(chǎn)品和好處：如保險(xiǎn)/保修，售后服務(wù)，心理滿足感 。 Example: BENEFIT：Colgate toothp

7、aste gives you cavity-free, whiter and harder teeth, and refreshing mouth. 實(shí)際好處：高露潔牙膏讓你遠(yuǎn)離蛀牙，給你更白更堅(jiān)固的牙齒，和清新口氣。LUX 力士，NIKE，Dove 德芙巧克力，OMO奧妙.l Product Mix 產(chǎn)品組合：Product line 產(chǎn)品線：Length 長(zhǎng)度: total number of product items 產(chǎn)品總數(shù), Width 寬度: number of different product lines the company carries 產(chǎn)品種類 Depth 深度:

8、number of products / versions in each line brands and specifications 規(guī)格每種類產(chǎn)品中之款型品目（如草本薄荷水果不同香型的牙膏）Branding Strategy 品牌戰(zhàn)略：l Brand Performance 品牌表現(xiàn)Reliability 可靠性Durability 持久性Uniqueness 獨(dú)特性Pricing 價(jià)位獨(dú)特性: Dove 德芙巧克力l Brand Imagery 品牌形象l Taste and Style 品位與風(fēng)格 Adidas vs. LOREAL范偉/趙本山代言的產(chǎn)品和某些女明星代言的產(chǎn)品品牌形象

9、的區(qū)別; Logo / Corporate Identity CI 徽標(biāo)/商標(biāo), 企業(yè)形象識(shí)別User Images 品牌消費(fèi)者形象Brand Characters 品牌性格Brand Affinity 品牌親和度Brand Image Conflict or Convergence 品牌形象沖突或提升Brand Characters 品牌性格: down-to-earth務(wù)實(shí), honest誠(chéng)實(shí), innovative創(chuàng)意/創(chuàng)新, up-to-date/fashionable 時(shí)尚, reliable可靠, successful成功, upper class中產(chǎn)階級(jí)以上, charming動(dòng)

10、人, outdoorsy and tough 堅(jiān)強(qiáng)喜歡體育活動(dòng)品牌親和度-哪個(gè)品牌和你是零距離,為什么如牙膏/香皂/香波, 想象一下你和該品牌的關(guān)系 一般/親密朋友, 偶爾/經(jīng)常遇見的同事, boyfriend & girlfriend, parents?l Consumer Judgement 消費(fèi)者對(duì)品牌之看法/態(tài)度 1. Consumer Feelings 消費(fèi)者對(duì)品牌的情感 例: 熱情, 安全感,親切AIR NZ, +CARE 韓亞/ 神秘, 異域風(fēng)情喜力/ 專業(yè), 不會(huì)出錯(cuò)高露潔, 青春, 清新過去vs. 喧鬧, 浮躁現(xiàn)在 可口可樂. 甜蜜舒心雀巢咖啡 fun, excite

11、ment, social approval, and self-respect.l Consumer-Brand Resonance 消費(fèi)者與品牌的互動(dòng)Loyalty / Disloyalty 對(duì)品牌的忠誠(chéng)度Attitudes on User Images and Merchandises對(duì)品牌消費(fèi)者形象與CI標(biāo)識(shí)物的態(tài)度Brand Personality 品牌個(gè)性 和Consumer Feelings消費(fèi)者對(duì)品牌的情感聯(lián)系起來Packaging and labeling 包裝: l concept, size, shape, colour, style外包裝，內(nèi)包裝 （如盒體香波/瓶體飲料/

12、筒體牙膏外觀設(shè)計(jì)，形態(tài)， 包裝創(chuàng)意，主題， 大小，色彩，風(fēng)格，形象，圖案，商標(biāo)， 附送品， 文字說明 農(nóng)夫山泉 航天員專用+飲水思源感恩帖 cause-related marketingproduct information and description of the selling point(s) 產(chǎn)品信息及賣點(diǎn)陳述達(dá)能牛奶佳鈣餅干 vs. 力士清潤(rùn)柔膚香皂, use/warnings 警戒語(yǔ), list of ingredients 成分配料表。Product positioning 產(chǎn)品定位 Quality vs. Value for money 2. PRICE 價(jià)格l Produ

13、ct Position價(jià)格定位: Cheap and Cheerful , Average, High Value.如價(jià)廉物美或高質(zhì)高價(jià) Your feeling towards the price(s). l Are substitutes 替代品 widely available? What are competitors prices? 相同/相近產(chǎn)品價(jià)格. l Any legal restrictions in its sales (銷售有無(wú)法律限制). l Price range for its different product 系列產(chǎn)品中間不同款式型號(hào)的不同價(jià)格. l Price

14、 difference in different sales outlets 不同賣場(chǎng)價(jià)格的差異 : 超市，百貨商場(chǎng)，專賣店l Does the company have various products occupying different positions within one market? 此公司是否有一系列產(chǎn)品/品牌，它們有不同/相同的產(chǎn)品定位？l Does the product charge different customers different prices but offer almost the same product? 此產(chǎn)品/品牌是否就不同消費(fèi)群體實(shí)行細(xì)分市場(chǎng)

15、差別定價(jià)？l What is the promotional price and Psychological pricing? 促銷價(jià)格活動(dòng)打折和心理價(jià)位3. PLACE (DISTRIBUTION)分銷l Where is the product sold? 在何處出售? 如：超市，百貨商場(chǎng)，專賣店, ÚConvenience store 便利店, ÚDiscount stores 折扣商店, personal selling 人員促銷, Vending machines 自動(dòng)售貨機(jī). 請(qǐng)想全面4. PROMOTION 促銷營(yíng)銷傳播l Advertising廣告: TV,

16、 print, radio, Internet, 在何種媒體出現(xiàn)？l 廣告主題， 創(chuàng)意， 文案， 藝術(shù)效果及傳播效果 - 如色彩，意境，氣勢(shì)，音樂， 聲音，意蘊(yùn)，賣點(diǎn)突出程度，語(yǔ)言美感及聲線，形象代言人及演員美感表現(xiàn)，敘事模式 完整故事或片刻氛圍等，布景 請(qǐng)自己找報(bào)紙和雜志廣告,或者廣告教材l 文字及tagline廣告口號(hào)語(yǔ)：如麥當(dāng)勞：我就喜歡 I am loving it呈現(xiàn)，創(chuàng)意與回憶是否沖突，營(yíng)造的情境與產(chǎn)品特性/好處的關(guān)聯(lián)和融合度， 等等. l 促銷方式：如Sales Promotion 銷售促進(jìn)：discount折扣促銷, samples 樣品試用, free item 免費(fèi)附送,

17、multi-packs 多件實(shí)惠裝.例子Promotion for imported natural mineral water 進(jìn)口天然礦泉水· The promotions are to be conducted in print advertisements, promotional pricing, promotional flyers, and donation to hospitals. · Advertising is to be featured in newspapers and magazines. The newspaper ad is to be c

18、arried 3 times per month in widely-circulated evening post. The magazine ad is featured monthly with the readers of students and white-collar workers. · Promotional prices are to be implemented in (a) 8% monthly in-store promotion and (b) bulk carton purchase with 10% discount. · One-page

19、promotional flyer is distributed in university campuses and office towers. · Some donations to hospitals will be conducted, hopefully to attract favourable publicity. l Public Relations PR公關(guān): media reports, Sponsorship 贊助.請(qǐng)寫出你對(duì)此品牌/產(chǎn)品的產(chǎn)品， 價(jià)格， 分銷和促銷的策略 (4Ps)和品牌策略的建議。Disclaimer and Notes免責(zé)聲明及注意事項(xiàng)w

20、1. The presence of all the brands / products in each teaching session (including the PowerPoint presentations and any other teaching materials) is ONLY for the purpose of teaching and learning marketing. It does NOT in any way indicates the lecturers encouragement and recommendation of the purchase

21、and consumption of these brands / products (including services, celebrities, places, and ideas) for the students. 在教學(xué)過程中出現(xiàn)的所有品牌/產(chǎn)品(包括PowerPoint教案和其他任何教學(xué)材料中)僅用于市場(chǎng)營(yíng)銷教學(xué)之目的，不以任何形式含有教師鼓勵(lì)、推薦學(xué)生購(gòu)買及使用這些品牌/產(chǎn)品（包括服務(wù)，名人明星，地點(diǎn)及想法）的意圖。2. For their assignment(s), exam and study of this course, students are asked to

22、obtain any relevant information about the brands / products from publicly available and legal sources. Any business secrets of any brands / products and related companies shall NOT be acquired in any way. 為完成此大作業(yè)（報(bào)告），準(zhǔn)備本課程考試和學(xué)習(xí)本課程， 學(xué)生被要求從公開合法之渠道獲取有關(guān)品牌/產(chǎn)品的任何信息。學(xué)生不應(yīng)以任何方式獲取任何品牌/產(chǎn)品及其公司的商業(yè)機(jī)密。3. In this c

23、ourse, students are asked only to seek, analyze and present any information and contents that are directly relevant to the completion of this assignment and preparation for exam, which shall be obtained from publicly available and legal sources. 本課程僅要求學(xué)生找尋，分析，呈現(xiàn)和完成此大作業(yè)（報(bào)告）與準(zhǔn)備考試直接相關(guān)的信息內(nèi)容，并應(yīng)從公開合法之渠道取得

24、.4In order to safeguard the privacy of an individual, please note the following if you conduct interview with somebody or ask someone to fill in a questionnaire: l Before the interview or questionnaire, this document Assignment Sheet for Marketing: An Introduction should be presented and explained t

25、o anyone who is to be interviewed by you hereafter interviewee or is asked to fill in a questionnaire hereafter questionnaired.l You must inform the interviewee or questionnaired that s/he has the right to a either accept or reject your interview or questionnaire and asked not be named or identified

26、 if accepted, b terminate the interview or questionnaire process if s/he feels it involves his/her privacy during the interview or questionnaire-filling, c withdraw from your interview or questionnaire being conducted without giving a reason d withdraw any information that s/he gives to you and ask

27、you to destroy the said information after the interview or questionnaire, e.g. in the form of your interview notes etc. l The person who is interviewed by you or is asked to fill a questionnaire has the rights as indicated above in a, b, c and d.l You must ensure that all information acquired by you from the inter