品牌訓練課程(杭州)ppt課件

1、 行銷人員訓練課程Brand Plan and Channel Marketing Workshop)訓練目的：1)如何透過行銷工具組合推廣品牌效益最大化。2)如何通過K/A 平臺做品牌推廣。.頂新行銷人員訓練課程Brand Plan and Channel Marketing Workshop訓練內(nèi)容：為何品牌資產(chǎn) Brand Equity。如何透過行銷工具與行銷組合將品牌效益最大化。如何界定有效的名牌年度、季度與月度計劃。通路客製化與全國性行銷推廣的相輔相成。何為消費飲用時機的行銷計劃 ( Beverage Occasion-based marketing). 如何與通路客戶的行銷資源相結(jié)

2、合來達到透過K/A 平臺做品牌推廣。.行銷箴言Marketing Motto “ I dont care about award-winning commericals. The only thing that any marketing person should care about is real consumption.“我不再乎廣告能否會得獎。行銷人員獨一要在乎的是刺激實實在在的消費. (消費品牌忠誠度的獨一指標) Coca-Coal Company - Sergio Zyman .行銷箴言Marketing Motto “ When marketers understand tha

3、t the goal is the selling and not just running promotions, they sell a lot of more stuff. “當行銷人了解銷售目標而且不僅僅在做促銷活動，他們就能推廣許多公司的產(chǎn)品。 (行銷、促銷的目的在於添加消費購買意願) Coca-Coal Company - Sergio Zyman .行銷箴言Marketing Motto “ We were acknowledging our consumers power in the marketplace and openly bowing to their demand.

4、 “我們確認市場上消費者的力量並服膺他們消費需求。 (行銷工具必需具備消費洞見 (consumer insights)，行銷人員才干有效推廣品牌。) Coca-Coal Company - Sergio Zyman .行銷箴言Marketing Motto “The old conventional thinking that said if you grab peoples hearts, their wallets will follow is dead, kaput, finished.People need reasons to buy. “傳統(tǒng)的行銷思維認為：我們假設抓住消費者的心，

5、他們就會自然掏出荷包裡的錢，這是想法己過時。消費者需求理由來購買產(chǎn)品。 (Consumption is what counts!消費！消費！再消費！) Coca-Coal Company - Sergio Zyman .行銷箴言Marketing Motto “Use the right yardsticks: focus on both volume and profits;on actual consumption, not share of market; and on share of future purchase, not brand awareness. “用對的衡量標準來評估行

6、銷極大化：銷售量與利潤並重；在乎實際消費量而不是市場佔有率；在乎未來購買頻次的總佔比而不是名牌知名度?！癈oca-Coal Company - Sergio Zyman .行銷箴言Marketing Motto “Why is Brand Equity? Brand equity was defined as the brand assets linked to a brands name and symbol that add to a product or service.There are four dimensions: brand awareness, perceived quali

7、ty, brand associations, and brand loyalty. 何為品牌資產(chǎn)呢？品牌資產(chǎn)可以定義為品牌專有的商標名稱其及獨特之象徵加值於企業(yè)的產(chǎn)品或服務之上。品牌產(chǎn)有四個測量向度：品牌知名度、品牌認知品質(zhì)、品牌籠統(tǒng)連結(jié)、與品牌忠誠度。rnd Leadership David A. Aaker .行銷箴言Marketing Motto . 品牌資產(chǎn)有四個可測量的向度：品牌知名度廣告量、度品牌訊息重覆到達率、偏好度。品牌認知品質(zhì)品質(zhì)的獨特性與持續(xù)的穩(wěn)定接受度、品牌籠統(tǒng)的連結(jié)好感品牌籠統(tǒng)連結(jié)消費者與品牌相關的連結(jié)諸如：運用者籠統(tǒng)，產(chǎn)品利益點、運用時機、企業(yè)組織特性與籠統(tǒng)、品牌個

8、性、品牌符碼。品牌忠誠度品牌經(jīng)營的中心價值，行銷概念即是擴大忠誠消費者的市場區(qū)隔，深化忠誠顧客的運用頻率。rnd Leadership David A. Aaker 品牌資產(chǎn)品牌知名度品牌認知品質(zhì)品牌籠統(tǒng)連結(jié)品牌忠誠度.Turn perception into actual purchase and consumption 轉(zhuǎn)換品牌認知與偏好提為實際消費量Heavy Users： 每一星期至少運用一次15% of trail base Light users： 三個月人至少運用一次 2% of trial base Lapsed Users：每三個月到一年至少運用一次% of trial ba

9、se Repeated Purchase重覆購買率：9 of trial base on-users:一年內(nèi)未曾消費該名牌10% of trial base 35% Trial rate of target groups目標市場滲透率 Brand Associations 企業(yè)組織特性與籠統(tǒng)、品牌個性、與品牌符碼、運用者籠統(tǒng)、產(chǎn)品利益點Perceived Values：品質(zhì)獨特性與持續(xù)接受度40名牌偏好度 Brand Preference 60名牌未提示知名度 Unaided Brand Awareness 70% 名牌知識 Brand Knowledge90名牌知名度Brand Awaren

10、ess .行銷箴言Marketing Motto “Once you decide what you want the future to be, You have to create the tools necessary to get you there “Anytime youre working on reaching your current destination, you have to start thinking about what your next destination is. 一旦決定未來是什麼，就必須創(chuàng)造有效的戰(zhàn)略工具幫助他到達設定的目的。不論何時，當正在為現(xiàn)在品

11、牌或銷售目標努力，於此同時，他也應該開始思索：什麼是品牌的下一個目的地？Coca-Cola Sergio Zyman .CASE STUDY .茶裏王未來三年品牌目的地3-year Brand Destination三年內(nèi)成為即飲市場茶類別的領導品牌超越悅氏礦泉水每人每年消費量.Strategic Brand Analysis Customer Analysis 消費者分析Trends 趨勢Motivation 動機Unmet needs 未滿足的需求Segmentation 市場區(qū)隔Competitors Analysis 競爭者分析Brand image/ Identity品牌籠統(tǒng)識別St

12、rength, strategies優(yōu)勢，戰(zhàn)略Vulnerability劣勢Positioning 品牌產(chǎn)品定位Self Analysis企業(yè)內(nèi)部分析Existing brand image (既有品牌籠統(tǒng))Brand heritage (品牌資產(chǎn))Strengths/Strategies (優(yōu)勢，戰(zhàn)略)Organization values (組織中心價值)Brand Building Plan.BRAND IDENTITY SYSTEMBRAND IDENTITYExtended品牌延展Core品牌中心Brand Essence品牌精華Brand as productProduct sco

13、pe 產(chǎn)品規(guī)模Product attributes 產(chǎn)品特點Quality/Value 品質(zhì)價值Uses 運用頻率Users 運用者Country of origin原產(chǎn)地Brand as organizationOrganization attributes (e.g. innovation, consumer concern, trustworthy) 組織特質(zhì)創(chuàng)新、關心消費者利益、信賴Local versus Global 本地化與全球化Brand as person 品牌個人化Personality (e.g. Genuine, energetic, rugged) 個性真誠、活力、粗

14、礦Customer/Brand relation 顧客與品牌的連結(jié) Brand as Symbol 品牌符碼 Visual image and metaphors 視覺籠統(tǒng)與象徵 Brand heritage 品牌資產(chǎn) .Competitors Analysis 競爭者分析百家齊放的即飲品牌市場便利商站林立8家夏季為主要促銷期間外鄉(xiāng)與國際品牌林立Coca-Cola, Pepsi, 黑松，Daily，鮮採蕃昔，Qoo, 伯朗咖啡，左岸咖啡，多喝水，統(tǒng)一麥飯石，立頓奶茶，舒跑，F(xiàn)IN海洋深層水, 美顏社花草茶泡沫紅茶加盟店速食連鎖站：McDonalds/KFC/MOS Burgers/Burger

15、 King 咖啡連鎖站：星巴克，休閒小站，IS-Coffee 新產(chǎn)品與新口味市場導既有品牌忠誠度高品牌代謝率快，既有品牌老化現(xiàn)象Positioning 品牌建立重視產(chǎn)品特點Strategic Brand Analysis Customer Analysis 消費者分析外食人口迅速增長安康意識抬頭營養(yǎng)與平衡飲食概念美顏與瘦身狂潮同儕與社會認同不景氣，重視購買價值 Value for money 重視產(chǎn)品內(nèi)在與品牌外在價值快迅、方便性產(chǎn)品選擇品牌多樣化產(chǎn)品選擇口味多樣化產(chǎn)品品質(zhì)精益求精產(chǎn)品促銷吸引特定族群諸如：青少年與家庭主婦抒解壓力、解放自我現(xiàn)泡的即飲飲料社會上的反動份子Segmentation

16、市場區(qū)隔青少年與年青上上班族Self Analysis企業(yè)內(nèi)部分析擁有全國最大速食店通站擁有全國最大的食品製造廠擁有排名前一、二名的飲料品牌：純喫茶、左岸咖啡、統(tǒng)一鮮奶、統(tǒng)一蜜豆奶，飲料包裝種類繁多：利樂包、保特瓶、利樂包、鋁罐、Post-Mix 分量杯 統(tǒng)一品牌值得信賴。統(tǒng)一品牌懂得創(chuàng)新！統(tǒng)一品牌貼近消費者與生活型態(tài)Organization values市場領導者茶裏王Brand Building Plan.茶裏王BRAND IDENTITY SYSTEMBRAND IDENTITYExtended壓力與情緒的紓放上班族茶中的百憂解Core好喝就像現(xiàn)泡，喉韻回甘Brand Essence茶中

17、之王Brand as product產(chǎn)品規(guī)模西式紅茶，烏龍茶，綠茶無糖、減糖產(chǎn)品特點：現(xiàn)泡、回甘品質(zhì)價值。茶中首選、物超所值mlUses 即飲茶Users主要：青少年與社會新鮮人次要：社會人士歲與家庭成員Country of origin中華民國、臺灣Brand as organization組織品牌Organization attributes 創(chuàng)新、在乎他的想法、信賴、社會關懷、洞察消費者需求Local versus Global 外鄉(xiāng)又在地化Brand as person 品牌個人化真誠、英勇有活力，新鮮人的傻勁與叛逆 顧客與品牌的連結(jié) 茶中首選現(xiàn)泡回甘Brand as Symbol 品

18、牌符碼 視覺籠統(tǒng)與象徵茶裏王回甘現(xiàn)泡Brand heritage品牌資產(chǎn) 茶中之王top-of the mind awareness 統(tǒng)一企業(yè).定義：茶裏王是針對年輕人歲、社會新鮮人(20-29歲)所創(chuàng)造的即飲茶品牌，這群目標消費者是於生活充滿了熱情、想像與等待，但是也有不少的無奈，他們面對考不完的試、聽不完的訓、父母與長輩的嘮叨，老闆日三遍的改變，他們認為自已是受壓的弱勢一方！他們想爭脫家庭與社會的桎梏。茶理王就是這樣傾聽他們心聲的朋友，了解他們，每當他們需求抒放情緒的時候，茶裏王就在他們的身邊，喝一口茶裏王就可以改變他們小小的世界茶裏王是即飲市場中首選的品牌，不論是紅茶、綠茶、烏龍茶、或是

19、西式茶，每一口都提供不同的喝茶樂趣與享用，茶裏王，要求完美無瑕的品質(zhì)，茶葉來自一心兩葉的嫩芽，加上精緻的製程與篩選，讓他每一口喝起來就像現(xiàn)泡樣，讓人喉韻回甘！茶裏王不但滿足喝好茶的愿望，更讓他喝得輕爽、喝得通體暢快，它是青少年與上班族品質(zhì)最優(yōu)良的好茶，也是茶中百憂解，喝一口就可以抒解他天的鬱悶Tag line: 茶裏王：好喝就像現(xiàn)泡，自然回甘，讓生活更又有味！ 茶裏王品牌定位Brand PositionTargetTarget mindsetFrame of referencePoint of differencePermission to believe support2004 茶裏王Bra

20、nd Building Plan.Exercise 請依據(jù)現(xiàn)有的市調(diào)資料或個人預估例舉他的品牌中心的消費者！Target consumer 的demographic和psychographic必需描繪他們的生活價值觀與喜好、購買行為 Target consumer 的heavy, light, lapsed users 的大約消費頻率 時間：預計二十五分鐘。.Exercise 請依據(jù)自已負責的品牌做出以下的David Aakers Brand Building models. Brand Strategy Analysis Brand Identity System Brand Positio

21、ning Statement 時間：預計四非常鐘。.規(guī)劃執(zhí)行 Beat-Year-Ago行銷行事曆的十大祕方Top Ten TipsFor Planning and Executing BYA CalendarsEnsure Strategic Alignment 確定品牌戰(zhàn)略的一致性Dont Repeat Tactics Without New Insights 不要墨守戰(zhàn)術而忽略了新的事業(yè)或消費者洞察Less Is More少就是美，簡單就是力量！Steal Shamelessly竊取別人勝利的方式Do The Math做精準的量化預估Build Layers Not LTOs limit

22、ed time offer 建立有消費者洞察與相關性的品牌概念甚於限時限量的促銷活動Sweat The Details 要求執(zhí)行每一個細節(jié)Dont Fool Yourself On Value 不要讓墮入自以為是的價值迷思BYA In Every Distribution Points 要求每個分舖點都要能每天、每週、每月 Beat Year Ago比去年更好Do the Testing 將艱苦的行銷活動成先行做市調(diào)或市場測試.茶裏王2004 Marketing Strategy We will drive frequency among teens and young adults by i

23、ntroducing new occasionbased and consumer insight-driven thematic TVC 利用消費時機與具有消費洞察力的主題廣告來刺激青少年與上班族的飲用頻率We will drive trial and convert lapsed into light & heavy users among teens and young adults by addressing excitement of the brand via flavor intension distinctive line extension ( from the Chines

24、e authentic tea to the Western fine tea e.g. the British or Italian favored tea) 透過新產(chǎn)品的上市，將游離轉(zhuǎn)換為輕度與重度運用者。(嘗試將茶裏王的茶類別由中國傳統(tǒng)現(xiàn)泡茶概念擴展至西式加味茶概念)。We will drive in-home frequency among home category managers ( the Moms) by addressing portion size and value barrier via 1.5L/250ml 6PK new package and value off

25、ers. 透過產(chǎn)品線新包裝與容量升級來抑制購買上的價格門檻(1.5L新包裝/250ml六罐裝)，刺激家庭主婦購買茶裏王的在家的飲用頻率。.We will drive frequency and promote “social occasions among young adults and home category managers by holiday seasons at CNY and Ghost festival via 1L/1.5L value offers to address value barrier. 針對春節(jié)及中元普渡過節(jié)氣氛，推出超值的大容量保特瓶1L/1.5L，刺激

26、年輕人、家庭主婦在歡樂節(jié)慶場合飲用清新現(xiàn)泡又回甘的茶裏王。We will drive trial and frequency and embark occasion-based marketing for beverage incidence with relevant food categories by promotion co-brands merchandising and bundled super value offer to drive beverage incidence 對針通路特性與不同的飲用時機諸如：、，提供通路相關的產(chǎn)品、品牌訊息的陳列活動或促銷組合超值餐，來刺飲用率S

27、upermarket 超市Refreshed shopping, “ Quick mission for no brain meal solution,喝邊逛輕鬆購物、上班族懶骨頭方便餐CVS便利店 “ Refilling freshness for on-the-go,便利店喝了清新又回甘，上車再出發(fā)E&D -餐飲小吃店“Perfect match with Food，美食好拍擋 茶裏王2004 Marketing Strategy .茶裏王2004 Marketing Strategy品牌行銷戰(zhàn)略與戰(zhàn)術StrategiesDrive frequency among teens and yo

28、ung adults by introducing new occasionbased and consumer insight-driven thematic TVC利用消費時機與具有消費洞察力的主題廣告來刺激青少年與上班族的飲用頻率Tactics:Through consumer relevant TVC 消費相關的主題式廣告上班族加班出糗篇早上趕公車篇老板騷擾篇上班電電篇公同聚餐搶位子篇b全國性電臺老闆不在，輕鬆一下篇Drive trial of lapsed users into light/heavy users among teens and young adults by int

29、roducing distinctively line extension600 ml PET Italian flavored tea 透過義式紅茶口味上市，將游離轉(zhuǎn)換成輕度與重度運用者Through 360度IMC整合傳播創(chuàng)造新茶飲類別西式加味茶概念改朝換代篇夏季百萬促銷與新品上市記者會百萬現(xiàn)金週週送義大利放大假全國性電臺義大利音樂節(jié)誠品書選義大利世界級作家與美食盡在其中電影托斯卡尼陽豔下贊助活動7-11夏季第二瓶半價.Strategies. Drive frequency among home category manager (the Moms) by introducing 1.5

30、L Jumbo PET250ml*6pk on holiday sharing occasions via K/A holidays and anniversary promotion 透過1.5公升胖胖瓶與ml入裝上市提升在家飲用頻率，利用key accounts 節(jié)慶時促銷，抑制價格門檻，刺激家庭主婦購買。Drive frequency and promote “social occasions among young adults and the Moms via 1L/1.5L value offer during CNY and Ghost festival 提昇年輕人與家庭主婦在現(xiàn)

31、泡清新又回甘的歡樂節(jié)慶與朋友相聚飲用時機Tactics1.5l 新包裝上市篇 250ml can6PK新包裝軍公教福利總處上市VS 特區(qū)大位陳位百萬現(xiàn)金義大利放大假連鎖超市瓶入特價陳列連鎖超市十月週年慶茶裏王新春團圓篇茶裏王君子之交不可淡如水篇連銷超市L瓶入特價$49促銷連鎖量販L 瓶入特價全國電臺辨公室鬼見愁call-in 抽獎競賽中元普渡K/A陳列競賽連鎖量販中元普渡大位陳列與DM贊助茶裏王2004 Marketing Strategy品牌行銷戰(zhàn)略與戰(zhàn)術.Strategies5. Based on why, when and how consumers drinks and other p

32、urchase behavior at different channels .Drive trial and frequency and embark occasion-based marketing by promoting co-branding merchandising and combo value offers to drive up beverage incidence。 對針通站特性與消費者不同的進店購買動機，以通路相關產(chǎn)品與品牌訊息的陳列活動或超值組合促銷餐刺激購買與消費頻率TacticsCVS(8550)/General Trade(12000)/Vending Mach

33、ine(3000) are occasion-based of “Refilling freshness 喝了清新又回甘，上車再出發(fā)Eating and drinking are occasion-based of “ Perfect Match 美食好拍擋Supermarket(1568) are occasion-based of “Refreshed shopping and “no brain for meal solutions 喝邊逛輕鬆購物 、上班族懶骨頭方便餐Hypermarketare occasion-based of “Refreshed shopping 喝邊逛輕鬆購物

34、茶裏王2004 Marketing Strategy品牌行銷戰(zhàn)略與戰(zhàn)術 .茶裏王行銷目標Sales index: 118全國舖貨率點.茶裏王行銷目標Sales index: 118全國舖貨率點.茶裏王行銷目標Sales index: 118全國舖貨率點.Exercise 請依據(jù)規(guī)劃執(zhí)行 Beat-Year-Ago行銷行事曆的十大祕方舉出上述個案茶裏王的優(yōu)缺點！時間：預計二非常鐘。.Exercise 請依據(jù)上述個案茶裏王研擬自已負責的品牌的行銷戰(zhàn)略與戰(zhàn)術活動 Brand Marketing Strategy & Tactics！時間：預計四非常鐘。.行銷箴言Marketing Motto “Ac

35、cording to Point-of-Purchase Advertising International, a Washington, DC-based trade association for in-store advertising, point-of-purchase (P.O.P) marketing can boost sales in convenience stores as much as 9.2%. 根據(jù)國際購買點廣告一家位居華盛頓的店內(nèi)貿(mào)易與廣告代理商聲稱：所謂購買點的P.O.P.行銷能創(chuàng)造便利商店將近百分之九點二銷售金額的成長率。 U.S.A. Beverage I

36、ndustry .行銷箴言Marketing Motto “Occasion-Based Marketing has been 3 years in the making at Coca-Cola. Tom Reddin, vice president of consumer marketing at Coca-Cola USA, says that Occasion-Based Marketing connects when and why consumers drink with how they shop for drinks. 消費時機行銷已在可口可樂公司施行三年的光景。提姆。瑞汀美國

37、可口可樂消費行銷副總強調(diào)：消費時機行銷將消費者何時、為何喝以及他們?nèi)绾钨徺I飲料作連結(jié)，目的刺激消費者持續(xù)購買與添加飲用量。The concept combines a number of initiatives ranging from the Shop Refreshed and Drive Refreshed programs to no brain meal solutions and activity-oriented solution to cross-merchandising programs. 消費時機行銷的概念括包諸多可行性高的方案例如：店內(nèi)邊喝邊買 輕鬆購物、暢快開車、懶人超值套餐等；OBM從促銷導向的銷售方案到關聯(lián)性的品牌與商品的陳列活動，不所不包。David Wellman - Supermarket Business. New York .Enlarge Consumption Base 提昇消費量與擴大消費族群360 度Integrated Marketing Communication 品牌訊息：廣告、戶外看板、報紙、公關、店頭品牌訊息：產(chǎn)品包裝、P.O.