essence of marketing strategy(建立品牌的秘訣PPT)

1、Essence of Marketing Strategy建立品牌的秘訣Chivalry Management Consultancy 資訊爆炸的時(shí)代 心智運(yùn)作模式趨向簡單化媒體: 商業(yè)TV, 有線TV, 衛(wèi)星TV, 收音機(jī) AM, FM, 報(bào)紙, 雜誌, 書籍 每天有1,000 本新書出版.產(chǎn)品: 一間便利店有上千種貨品,一間超級(jí)市場有上萬種貨品,每年有超過20,000種新產(chǎn)品走進(jìn)市場。美國專利局的註冊專利活潑的有450,000項(xiàng),每年有25,000項(xiàng)新註冊。(美國囯會(huì)每年通過500項(xiàng)法規(guī),州政府每年通過25,000法案.)廣告: 傳統(tǒng)的媒體,互聯(lián)網(wǎng), 。在資訊爆炸的時(shí)代,我們只好建立防衛(wèi)機(jī)

2、制,並將信息處理簡單化。 22Characteristics of our minds 我們的心智思維特徵Minds are limited 我們的心智思維都有極限Category ladder 品類階梯思維Minds hate confusion 我們的心智思維不想混亂,愈成功的品牌愈不能隨意擴(kuò)展業(yè)務(wù)領(lǐng)域。還有排他法則。Keep it simple and relevant. 簡單化思維,連接新舊概念,如 horseless carriage.Minds are insecure 我們常有不平安的意識(shí)Risks風(fēng)險(xiǎn) (monetary, functional, physical, socia

3、l, psychological)People buy what others buy, or look to others to help them make decision.羊羣心態(tài)、害怕作決策。Minds dont change 心智思維一旦形成便很難改變,您還想用廣告建立新品牌嗎？We dont see things as they are, we see things as we are. 我們看見的、是自己。Minds can lose focus 我們的心智思維容易失焦Specialist brands often beat generic brands. 專門品牌通常勝過普遍

4、性品牌Dominos Pizza達(dá)美樂 vs. Pizza Hut必勝客Duracell金霸王 (long-lasting alkaline batteries鹼性電池) vs. Eveready永備 (flashlight, heavy-duty, rechargeable, and alkaline batteries)33這些品牌有甚麼相同之處 ?44Being first is key . 成為第一What is the name of the first person to fly solo across the North Atlantic? 第一位駕飛機(jī)橫越大西洋的人是誰 ?Ch

5、arles Lindbergh 林白 (1927年從紐約直飛巴黎)。 第二位呢?What is the largest-selling book ever published ? 全世界最暢銷的書是?The Bible 聖經(jīng)。 第二本是?What is the name of the first person to walk on the moon ? 第一位登陸並踏上月球的人 ?Neil Armstrong 阿姆斯壯。第二位呢? What is the name of the first American president ? 第一位美囯總統(tǒng)是誰 ?George Washington 華盛

6、頓。第二任呢?What is the name of the highest mountain in the world ? 世界最高山峯是 ?Mount Everest in the Himalayas 喜馬拉雅山的珠穆朗瑪峯5They were the first products . of their categories.他們是各自品類的第一產(chǎn)品6市場領(lǐng)袖通常賺取最高利潤 7BDECA1520Relative Market Share0.125X1X0.25X2X0.5X103530255-50Return on Capital Employed (%)相對(duì)市佔(zhàn)率與資本回報(bào)的典型關(guān)系7

7、Perception(心智) Vs. Reality(真實(shí))Perception is a process by which individuals organise and interpret their sensory impressions in order to give meaning to their environment.The importance of perception is peoples behaviour is based on their perception of what reality is, not on reality itself. 心智之所以重要,

8、皆因人們行為乃建基於其心智所認(rèn)為的事實(shí),而非事實(shí)本身。Perception may be wrong, but the consequences of those perceptions are real. 人們的心智認(rèn)識(shí)可能有錯(cuò)誤,但這些心智引起的結(jié)果都是真實(shí)的。8Three ways to be first 成為第一的三種方法The most direct way to achieve first-in-category status, of course, is to be truly the first to reach the market. 真正的成為某品類的第一Xerox was

9、 the first to introduce office photocopying in the 1960s. 六十年代,施樂首先推出乾式復(fù)印機(jī)。The second way is to usurp the position through marketing. 透過有效的宣傳Christopher Columbus哥倫布 vs. Amerigo Vespucci韋斯普奇The very first mainframe computer sold was Remington Rand, but IBM became the first in the popular mind because

10、 of its massive marketing. IBM率先佔(zhàn)據(jù)心智The first internet bookstore was P, but A was first in the mind.The third way is to try to make some variation so the category can be perceived as a new category. That is, create a new category you can be first in (where we can count on a divergent market). 創(chuàng)造新品類W

11、ho is Amelia Earhart 埃爾哈特 ?Charles Schwab in the US marketed itself as the first “discount brokerage firm.嘉信理財(cái)自我推廣為第一間折扣股票經(jīng)紀(jì)行9The importance of being first 通過創(chuàng)造新品類成為第一而建立的品牌A 亞馬遜, the first online bookstoreBand-Aid 邦迪, the first adhesive bandageCarrier 開利, the first air conditionerCNN, the first cab

12、le news networkDell 戴爾, the first direct seller of PCsDominos, the first home-delivery pizza chainDr. Scholls, the first foot-care productDuracell 金霸王, the first alkaline batteryESPN, the first cable sports networkEvian 依云, the first expensive bottled waterGatorade 佳得樂, the first sports drinkGore-Te

13、x, the first breathable waterproof clothHarvard 哈佛, the first college in the USHeineken 喜力, the first imported beerKFC 肯德基, the first fast-food chicken chainIntel 英特爾, the first microprocessorNike 耐吉, the first athletic shoePalm, the first handheld computerPampers 幫寶適, the first disposable baby diap

14、erPizza Hut 必勝客, the first pizza chainPowerBar, the first energy barQ-Tips, the first cotton swabRed Bull 紅牛, the first energy drinkReynolds Wrap, the first aluminum foilRolex 勞力士, the first expensive Swiss watchSoftsoap, the first liquid soapSun Microsystems, the first Unix workstationSwatch 斯沃琪, t

15、he first fashion watchTaco Bell, the first Mexican food chainTide 汰漬, the first detergentTime 時(shí)代週刊, the first weekly news magazineWD-40, the first super-lubricantWharton, the first business school1010If you are not the market leader, how can you effectively compete with them ?如果您不是市場領(lǐng)袖,您怎樣跟他們競爭？Atta

16、ck strategy進(jìn)攻策咯 (frontal attack正面攻擊, flank attack側(cè)擊, guerrilla attack游擊)11更好品質(zhì)、更好口味 ? “更好可不是好主意。1985/86年的市務(wù)大戰(zhàn)Micrin was a mouthwash better than Listerine, introduced by J&J in 1961 and soon became the number 2 in the market. P&G introduced Scope as a better taste mouthwash and took up the number 2 p

17、osition. Micrin retreated in 1978.When you are against the leader, “better is not a good idea in marketing.12Following suit as what leaders do is dead end road仿效市場領(lǐng)袖是死路Snow White and the Seven Dwarfs 白雪公主與七小矮人IBM (60%) vs. Burroughs, Control Data, GE, Honeywell, NCR, RCA, UnivacXerox computer 施樂電腦IB

18、M photocopier IBM複印機(jī)Kmart (cutting prices) against Wal-MartKmart (with Martha Stewart and other designers) against Target13You cant get there from here. 財(cái)雄勢厚的可口可樂打造品牌時(shí)屢屢碰壁,您真的知道怎樣建立品牌嗎？Coca-Cola missed the caffeinated, carbonated citrus category (pioneered by Mountain Dew), so they tried to get into

19、 the game with Mello Yello. That didnt work. They tried Surge, which didnt work either.Coca-Cola missed the spicy cola category (pioneered by Dr Pepper), so they tried to get into the game with Mr. Pibb. That didnt work either.Coca-Cola missed the all-natural beverage category (pioneered by Snapple)

20、, so thy tried to get into the game with Fruitopia, which never went anywhere.Coca-Cola missed the sports drink category (pioneered by Gatorade), so they tried to get into the game with PowerAde, which hangs in there as a weak number 2 brand.Coca-Cola missed the energy drink category (pioneered by R

21、ed Bull), so they tried to get into the game with KMX. Not only was KMX fourteen years too late, but its also saddled with a weak name. Red Bull connotes energy by conjuring up the image of waving a red flag in front of charging bull. KMX sounds like an additive for a motor oil.Six me-too attempts o

22、n the part of the Coca-Cola Company to create new brands when they should have focused on creating new categories. If the worlds leading soft-drink company and owner of the most valuable single brand in the world (Coca-Cola) has consistently been unsuccessful in building new brands, why should you t

23、hink your company can succeed using similar strategies?14Survival of the Second 老二的生存策略美囯的第二大城市不會(huì)是靠近紐約的波士頓或費(fèi)城.The smart strategist, like Henderson, learns from The Russian biologist Gause, who invented the “principle of competitive exclusion. Gause put two small animals of the same family but differ

24、ent species in a glass jar with limited food. They cooperated and survived. When he put two small animals of the same species in the jar, with the same amount of food, they fought and died. Co-existence is impossible if animals live precisely the same way. 成為不同的種類：找尋其他東西作食物。Decent profitability requ

25、ires firms to differentiate themselves. Thus the pursuit of operational effectiveness, and the neglect of differentiation strategy, has predictable results. 卓越的營運(yùn)終有盡頭,異化才是更好策略。Business competition does not always produce a winner. If the difference between competitors are minimal, their struggle may

26、 produce only losers. And conventional strategies may only make things worse.The basis for profitability in a competitive system is competitive advantage. If no competitor can gain a significant and sustainable advantage over the rest, the result is stalemate. In stalemate, market share is of little

27、 value. Stalemate is an ever more common fact of life. Finding new ways to create competitive advantage will be the measure of success for American business. 產(chǎn)業(yè)一旦陷入僵局(stalemate),衆(zhòng)人皆輸。 - John Clarkeson, BCG 15Doing differently from the leader finding an opposite idea 最好跟市場領(lǐng)袖不同甚至相反連系策略Avis is only No.

28、 2 in rent-a-cars, so why go with us?vs.Uncola:六十年代末的美囯,每三位soft drink消費(fèi)者有兩位喝可樂,uncola連接可樂這個(gè)龐大市場,使7喜成市場三哥,年銷從87.7百萬元增至一億九千萬美元。Volks 於1949年進(jìn)入美國市場,廣告商DDB替其制造不少正面故事,包括在消費(fèi)者報(bào)告中的好評(píng),耕耘十年,年銷近12萬輛,佔(zhàn)入口車20%。1960年推出上述廣告。16Opposite idea and the do-it-better trap 相反抑或做得更好Place for kids (aged 2 6) attracted by Rona

29、ld McDonald?Happy Meals and the swings and slidesHave it your wayGrow up to the flame-broiled taste of Burger KingMcDonalds 擴(kuò)展賣早餐; Burger King 也擴(kuò)展賣早餐.McDonalds 加賣雞塊; Burger King 也加賣嫩雞肉.McDonalds 創(chuàng)出 Ronald McDonald; Burger King 也創(chuàng)出Magical Burger King.McDonalds 推出兒童餐Happy Meal 並加建遊樂設(shè)施; Burger King 也推出

30、兒童餐 Kids meal 並加建遊樂設(shè)施.漢堡王唯一沒有抄襲的是麥當(dāng)勞的收入Vs.Vs.17創(chuàng)造新品類 在已有品類中擁有一個(gè)字詞或特性Volvo safety 平安BMW driving 駕駛Mercedes-Benz prestige 名望Ferrari speed 速度Jeep Sport-utility vehicle 越野運(yùn)動(dòng)Federal overnight 隔晚Crest cavity 防蛀牙Pepsi youth generation 年青一代Nordstrom service 服務(wù)Dominos home delivery 宅送A online bookstore 網(wǎng)上書店K

31、ellogg School of Management Marketing 市場學(xué)市場營銷中真正的問題不是創(chuàng)建品牌.18創(chuàng)造新品類 收窄您的生意 (聚焦策略)(收縮你的焦點(diǎn)後,您的品牌才會(huì)更強(qiáng)大)Fred DeLucas income: $27 million $32 million $42 million $54 million $60 million 五、六十年前的美國,每個(gè)城鎮(zhèn)都至少有一間咖啡廳,在咖啡廳您可以吃甚麼？很多東西,有蛋、醃肉、班戟、漢堡包、熱狗、雞、三文治、湯、雪糕、餡餅、炸麵圈、蛋糕、汽水、咖啡等等。Fifty years ago every town in Americ

32、a had a coffee shop. What did you find to eat in a coffee shop? Everything. Eggs, bacon, pancakes, hamburgers, hot dogs, chicken, soup, sandwiches, ice cream, pie, doughnuts, cake, soft drinks and coffee.19失焦的美囯航空企業(yè)1992年美囯航空業(yè)減價(jià)戰(zhàn): 單這一年因各大航空公司大幅削價(jià)競爭,導(dǎo)致整個(gè)行業(yè)的一年損失超過整個(gè)行業(yè)歷年所賺。Go back in history, whenever a

33、n airline came to a fork in the sky, they took both forks. Management makes decisions that are right in the short term and wrong in the long term. 回顧歷史,航空業(yè)界每當(dāng)走到岔路,都選擇兩路並走。管理層作的決策短期來看都對(duì),長期來看都錯(cuò)?！癙assenger or cargo “Lets take both forks. We have extra space under the passenger compartments. 載客還是載貨? 兩樣都

34、做。 American Airlines cargo revenue in 2004 was $558 million (3% of total revenue), while cargo revenue at FedEx was $24.7 billion, with profits of $838 million (AA lost a billion).“Business or vacation destinations “Lets take both forks, why should we limit ourselves to one type of destination? Hous

35、ton or Hawaii? We can do both. 走商業(yè)還是渡假地點(diǎn)的航線？兩樣都做?！癉omestic or international “Lets take both. 國內(nèi)線還是國際線？兩樣都做?！癋irst, business or coach class Lets take both forks. 頭等、商務(wù)、還是經(jīng)濟(jì)艙級(jí)？每樣都做。20Southwest takes one fork 西南航空只取一瓢飲Southwest airlines is one of the worlds most profitable airlines, posting a profit fo

36、r the 37th consecutive year in January 2010. 連續(xù)37年盈利。 不載貨只載客 不走渡假地點(diǎn)只走商業(yè)城市不設(shè)國際航班只走國內(nèi)線No-frills airline only不設(shè)頭等、沒有商務(wù)客位只有經(jīng)濟(jì)艙級(jí)No other full-service operationsSouthwest21Three mistakes when launching new products 企業(yè)推出新產(chǎn)品時(shí)的三大錯(cuò)誤近期一份研究指出,95%的新產(chǎn)品都以失敗告終,而這些都是來自大企業(yè)並且配有大筆廣告預(yù)算,他們犯了三大錯(cuò)誤:大筆廣告預(yù)算: 新產(chǎn)品、尤其新品牌都是緩慢地起飛。

37、紅牛(Red Bull)要等5年才達(dá)年銷一千萬美元,再用4年才達(dá)年銷一億美元。紅牛只以PR(公關(guān))手法打造品牌。產(chǎn)使趨向使用市調(diào)而來的名稱: 消費(fèi)者通常偏好熟悉的名字。以品牌延伸作名稱市調(diào)時(shí)較受落,推出市場時(shí)通常反響欠佳。廣大銷售渠道: 通常以較窄的渠道開始,然後慢慢擴(kuò)展會(huì)較為理想,譬如開始時(shí)先交由一連瑣店獨(dú)家銷售,這樣產(chǎn)品會(huì)得到較好的陳列,為產(chǎn)品銷售、品牌建立打好基礎(chǔ)。22Wasting money on bad advertising slogans 不要浪費(fèi)金錢Avaya: Communication without boundariesAventis: Our challenge is

38、 lifeCanon: Know howCigna: A business of caringDelta: On top of the worldHitachi: Inspire the NextNissan: Enjoy the rideTyson: Its what your family deserves ($40 million advertising campaign)Nike: Just do itCoca-Cola: The real thingHertz: Where winners rentBarilla: Italys no. 1 pasta (三年內(nèi)取代Ronzoni成為

39、領(lǐng)導(dǎo)品牌,市佔(zhàn)率17%,Ronzoni佔(zhàn)7%)23Positioning 定位 Dominate at where you position主導(dǎo)您要定位的層面Position at the attribute level 特性Position at the sub-category level 次品類Position at the category level 品類24Positioning Program1. Competitive context 競爭環(huán)境The program starts with competition and what is happening in the mar

40、ketplace. In this phase, we look at research, study trends and develop a sense of the market. Who is doing what to whom ? Who owns what idea ? We determine what strategy is available to pursue. 競爭維度,誰代表甚麼。2. The positioning concept 定位概念Here we determine what differentiating idea can be used to separate a company or product from its competitors. What kind of benefit can be offered to a customer and prospect ? How can this concept best be verbalized ? 在那方面您是佔(zhàn)優(yōu)3. Supporti