創(chuàng)業(yè)公司的營銷與品牌管理-奧美中國

ByEstelaKuo郭偉瓊2003年年12月12日江西南昌創(chuàng)業(yè)公司的的營銷與品品牌管理EntrepreneurialMarketing&BrandManagement培訓(xùn)內(nèi)容導(dǎo)言創(chuàng)業(yè)期中的的營銷工作作推展與營營銷團(tuán)隊建建立從品牌建立立到品牌掃掃描到品牌牌面臨的挑挑戰(zhàn)360度品牌傳播播理論與360度世界中的的創(chuàng)意案例分享想像你剛剛剛成立了一一個公司...剛開始,人人員的組成成如何?個人的分工工如何?業(yè)務(wù)會如何何發(fā)展?隨著業(yè)務(wù)的的發(fā)展,公公司的人員員和組織結(jié)結(jié)構(gòu)會有什什么變化?市場部功能能的演進(jìn)TheEvolutionofaMarketingOrganization問題一管理層發(fā)現(xiàn)現(xiàn)無法在營營銷方面有有足夠的關(guān)關(guān)注力診斷準(zhǔn)備進(jìn)入第第二個發(fā)展展階段處方雇用一個市市場部經(jīng)理理管理層繼續(xù)續(xù)負(fù)責(zé)產(chǎn)品品開發(fā)制訂訂價格;以以及新客客戶的初步步接觸與銷銷售支持市場部功能能的演進(jìn)TheEvolutionofaMarketingOrganization問題二產(chǎn)品或市場場多到管理理層難以協(xié)協(xié)調(diào)診斷準(zhǔn)備進(jìn)入第第三階段處方雇用產(chǎn)品經(jīng)經(jīng)理并給與與銷售,廣廣告,調(diào)研研的支持授權(quán)產(chǎn)品經(jīng)經(jīng)理管理市市場工作管理層負(fù)責(zé)責(zé)市場策略略市場部功能能的演進(jìn)TheEvolutionofaMarketingOrganization問題三目前市場規(guī)規(guī)模下,成成長有限診斷準(zhǔn)備備進(jìn)進(jìn)入入第第三三階階段段處方方將市市場場工工作作下下放放到到各各個個負(fù)負(fù)責(zé)責(zé)部部門門成立立集集團(tuán)團(tuán)市市場場部部負(fù)負(fù)責(zé)責(zé)評估估各各部部門門市市場場計計劃劃提供供市市場場策策劃劃,調(diào)調(diào)研研需需要要的的知知識識與與培培訓(xùn)訓(xùn)管理理集集團(tuán)團(tuán)的的市市場場與與傳傳播播工工作作市場場部部功功能能的的演演進(jìn)進(jìn)成長長中中企企業(yè)業(yè)的的營營銷銷組組織織階階段段EntrepreneurialMarketing創(chuàng)業(yè)業(yè)營營銷銷OpportunisticMarketing機會會營營銷銷ResponsiveMarketing回應(yīng)應(yīng)營營銷銷DiversifiedMarketing多元元營營銷銷MarketingEffectivenessAudit營營銷銷效效果果檢檢驗驗CustomerPhilosophy客戶戶心心理理Doesmanagementrecognizetheimportanceofdesigningthecompanytoservetheneedsandwantsofchosenmarket?Doesmanagementdevelopdifferentofferingsandmarketingplansfordifferentsegmentsofthemarket?Doesmanagementtakeawholemarketingsystemview(suppliers,channels,competitors,customers,environment)inplanningitsbusiness?MarketingEffectivenessAudit營營銷銷效效果果檢檢驗驗Integratedmarketingorganization整合合營營銷銷組組織織Istherehighlevelmarketingintegrationandcontrolofthemajormarketingfunctions?Doesmarketingmanagementworkwellwithmanagementinresearch,manufacturing,purchasing,physicaldistribution,andfinance?Howwellorganizedisthenewproductdevelopmentprocess?MarketingEffectivenessAudit營營銷銷效效果果檢檢驗驗Adequatemarketinginformation足夠夠的的市市場場信信息息Whenwerethelatestmarketingresearchstudiesofcustomers,buyinginfluences,channelsandcompetitorsconducted?Howwelldoesmanagementknowthesalespotentialandprofitabilityofdifferentmarketsegments,customers,territories,products,channelsandordersizes?Whateffortisexpendedtomeasurethecosteffectivenessofdifferentmarketingexpenditures?MarketingEffectivenessAudit營營銷效果檢驗驗Strategicorientation策略方向Whatistheextentofformalmarketingplanning?Whatisthequalityofthecurrentmarketingstrategy?Whatistheextentofcontingencythinkingandplanning?Operationalefficiency操作效率Howwellisthemarketingthinkingatthetopcommunicatedandimplementeddowntheline?Ismanagementdoinganeffectivejobwiththemarketingresources?Doesmanagementshowagoodcapacitytoreactquicklyandeffectivelytoonthespotdevelopment?MarketingEffectivenessAudit營銷效果檢驗驗定做你的OO果汁!Workshop1游戲規(guī)則現(xiàn)場分成__組每組分成管理層：負(fù)責(zé)責(zé)做關(guān)鍵決策策總裁辦：負(fù)責(zé)責(zé)針對管理層層的決策做細(xì)細(xì)化的執(zhí)行方方案，并且向向研發(fā)和市場場人員下達(dá)指指令研發(fā)和市場人人員：負(fù)責(zé)研研發(fā)產(chǎn)品和制制定市場方案案題目你是OO果汁的研發(fā)/市場場部負(fù)責(zé)人。?，F(xiàn)在市面上上的果汁競爭爭激烈，主要要競爭對手XX果汁也在研發(fā)類似似的產(chǎn)品。你你必須在現(xiàn)在在的品類上，，在不增加生產(chǎn)設(shè)設(shè)備投資的基礎(chǔ)上，開開發(fā)出一種能能和競爭對手手有明顯優(yōu)勢勢的新品種果果汁。當(dāng)然，，除了口味上上的區(qū)隔，最最重要的是拿拿出一個具有競爭力的的產(chǎn)品定位！OO果汁新產(chǎn)產(chǎn)品發(fā)布會分組1分組2分組3。。。在游戲結(jié)束后后……在變化的過程程中，你的感感覺？在游戲開始前前，和游戲后后，你的感覺覺有什么不同同？隨著游戲的開開展，你的小小組有什么變變化？這種變變化是怎么產(chǎn)產(chǎn)生的？不斷的變化對對你們正在研研發(fā)的產(chǎn)品有有什么影響？？你們最終得得到一個成功功的果汁嗎？？為什么？這個游戲跟你你在現(xiàn)實生活活中對付變化化的經(jīng)歷有什什么類似？緊張的時間壓壓迫對于不同同的人有不同同的影響嗎？？你對自己有什什么觀察和了了解？你在這這個游戲中如如何應(yīng)付不斷斷的變化和挑挑戰(zhàn)？你在工作中能能有什么不同同的做法，來來幫助自己和和團(tuán)隊?wèi)?yīng)付突突如其來的變變化？360o的品牌管理OgilvyWorldwide奧美集團(tuán)Partofthelargestglobalcommunicationgroup,WPPAnnualbillingUS$8.3billion90countries,312officesGlobalclientservicenetwork全球客戶服務(wù)務(wù)網(wǎng)絡(luò)Leadingskillsonbrandbuildingandmanagement領(lǐng)先的品牌建建立與管理技技巧Globalleadershiponintegratedcommunication獨步全球的整整合傳播理論論AhmedabadAucklandBangaloreBangkokBeijingBrisbaneCalcuttaChennaiColomboDhakaGuangzhouHoChiMinhHyderabadHongKongIslamabadJakartaKarachiKualaLumpurLahoreManilaMelbourneMumbaiNewDelhiPuneSeoulShanghaiShenyangSingaporeSydneyTaipeiTokyoWellingtonLargestNetworkInAsia-Pacific................................OgilvyChina奧美中中國OgilvyBeijing-230OgilvyShanghai-150OgilvyGuangzhou-83OgilvyHongKong-300Total:1,127staffsOgilvyTaipei-364’00-‘‘01ChinaRanking奧美中中國傳傳播集集團(tuán)排排名1.Ogilvy&Mather2.JWalterThompson3.Bates4.DDBWorldwide5.LeoBurnett6.Saatchi&Saatchi7.Grey8.FCB9.EuroRSCGPartnership10.McCann-EricksonGuangmingSource:HK4As,basedonconsolidatedincomeWhatsetsusapartisthepowerofintegrationinbrandmanagement.品牌管管理的的整合合力量量,讓讓奧美美獨占占鰲頭頭WhatisaBRAND?品牌是是什么么?“Abrandisacomplexsymbol.Itistheintangiblesumofaproduct’’sattributes,itsname,packaging,andprice,itshistoryandreputation,andthewayit’sadvertised.Abrandisalsodefinedbyconsumers’’impressionsofthepeoplewhouseit,aswellastheirownexperience.““DavidOgilvy1955品牌是是一個個復(fù)雜雜的象象征,是無無形的的產(chǎn)品品元素素的總總和,包括括包裝裝,名稱,價格格,歷歷史,信譽譽,還還有傳傳播的的方式式.品品牌牌是由由使用用者基基于印象和和使用用經(jīng)驗驗來定定義的的.1955年年大衛(wèi)衛(wèi)奧格格威Howit’’sadvertised.傳播的的方式式Consumers’impressionsofitsusers.消費者者對使使用者者的印印象Historyandreputation.歷史和和信譽譽Nameandpackaging.名稱和和包裝裝Product’sphysicalattributes.產(chǎn)品的的實際際組成成Thetotalityaffectstheusers’experience,andinturndefinesthebrand.影響品牌和使用經(jīng)驗的總體Thetotalityofabrand.品牌的的全貌貌TVCNewspaperadMagazineadRadioadWebbannersOutdooradPOPRelationshipMarketingRoadshowsSponsorshipUserbaseAgePsychographImageIncomeEducationAchievement“Negatives””HeritageCompanycultureFigureheadHardfactsSoftnewsSocialandpoliticalstandingsCommunityinvolvementTradeenvironmentStylesMaterialsFeaturesTextureColorsPriceQuantityWeightBrandLogoPackagingBrandnameShoppingbagWebsiteUniformShowroomServiceOgilvy360DegreesBrandStewardship奧美360度品品牌管管家360DegreesBrandStewardship360度品牌牌管家家Advertising廣告PublicRelations公關(guān)Activation行動營營銷Identity視覺管管理DirectMarketing直效營營銷Interactive互動360DegreesBrandStewardship360度品牌牌管家家Weplaceyourbrandinthecentre把品牌牌放在在中心心點Andbuildittoitsfullpotential發(fā)揮全全部的的潛力力Crossingdisciplinesina360Degreesway跨專業(yè)Crossingborders跨地域Challengingbarriers挑戰(zhàn)障礙礙Takingitallthewaythrough直到終點點Insight...Ideas...Execution...Evaluation洞察點點子執(zhí)執(zhí)行評評估估TheElements操作單元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea點子BrandWorldExecutions品牌檢驗驗品牌寫真真品牌掃描描接觸點挑戰(zhàn)品牌世界界執(zhí)行TheElements操作單元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea點子BrandWorldExecutions品牌檢驗驗品牌寫真真品牌掃描描接觸點挑戰(zhàn)品牌世界界執(zhí)行TheElements操作單元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea點子BrandWorldExecutions品牌檢驗驗品牌寫真真品牌掃描描接觸點挑戰(zhàn)品牌世界界執(zhí)行TheElements操作單元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea點子BrandWorldExecutions品牌檢驗驗品牌寫真真品牌掃描描接觸點挑戰(zhàn)品牌世界界執(zhí)行TheElements操作單元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea點子BrandWorldExecutions品牌檢驗驗品牌寫真真品牌掃描描接觸點挑戰(zhàn)品牌世界界執(zhí)行TheElements操作單元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea點子BrandWorldExecutions品牌檢驗驗品牌寫真真品牌掃描描接觸點挑戰(zhàn)品牌世界界執(zhí)行TheElements操作單元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea點子BrandWorldExecutions品牌檢驗驗品牌寫真真品牌掃描描接觸點挑戰(zhàn)品牌世界界執(zhí)行WhatHaveWeGot?我們已經(jīng)經(jīng)知道什什么？Wehaveinterrogatedthebrandina360waytofindoutitsweaknesses-theChallenge我們已經(jīng)經(jīng)從360度角角度審視視品牌,尋找找它的弱弱點品牌牌挑戰(zhàn)WehaveexploredthesubjectiveaspectsofthebrandtoarriveataBrandPrint我們已經(jīng)經(jīng)發(fā)掘出出品牌的的主要資資料,形形成品品牌寫真真WhatHaveWeGot?我們已經(jīng)經(jīng)知道什什么？PuttingtheBrandPrinttogetherwiththeChallengesparkstheIdea我們把品品牌寫真真與品牌牌挑戰(zhàn)加加在一起起,激激發(fā)出品品牌點子子WenowhavetotaketheIdeaoutintotheworldofthecustomers,andmaximisetheirinvolvement我們必須將將品牌點子子帶入消費費者的世界界,盡量量加強消費費者對品牌牌的融入度度CreatingaBrandWorld

創(chuàng)造造一個品牌牌世界BrandWorld品牌世界PointsofContact接觸點Idea點子WhatWeAreTryingtoDoDifferently我們試圖有有哪些不同同的做法?ConventionalCommunication傳統(tǒng)的傳播播Singleunconnectedshots單件欠聯(lián)系系的活動360oCommunication360度的傳播CreatesaBrandWorldwhichinvolvesthecustom創(chuàng)造一個可可讓消費者者融入的品品牌世界Anexperienceofthebrand,notjustthedeliveryofacommunication一個品牌的的體驗,非非僅僅訊訊息的傳遞遞WhatGreaterInvolvementIsAbout

較強的的融入度是是關(guān)于Intensity密集度Aparticularpointofcontactmakingtheideashinebrighterandthusinvolvingthecustomermore可以讓品牌牌點子發(fā)光光的接觸點點,同時時加深消費費者融入度度Interplay相互影響Differentpointsofcontactworkingtogetherforgreateroverallinvolvement不同接觸點點發(fā)揮共通通作用,以以達(dá)到最最大的融入入度.MultipleConnections多維聯(lián)系Theideaconnectswiththecustomerinmultiplewayscreatingasensorysurround一個點子會會以多種方方式與消費費者相連接接,創(chuàng)造造整體感受受DifferentPointsofContactofferstheCustomerDifferentEncountersWiththeBrand于不同的接觸觸點,消消費者與品品牌有不同同的接觸狀狀況Wecancreateinterplaybetweentheencounters我們可以創(chuàng)創(chuàng)造它們之之間的相互互影響Wecanusethisinterplaytointensifyinvolvement我們可以運運用這些相相互影響加加強消費者者的融入度度CloseYourEyes.ImagineSeeingaFish閉上眼睛.想象象你正看到到一條魚Nowcloseyoureyesagainandimaginebeingafish現(xiàn)在再次閉閉上眼睛,想象你你自己就是是一條魚BeingaFish,notSeeingaFish變成魚...不是是看著魚PointsofContact接觸點Explorethepossiblepointsofcontactbetweenthebrandanditscustomers探究品牌與其其消費者之間間的可能接觸觸點Thinkaboutcustomers’everydaylives-wheredotheymostoftenthinkaboutandusethebrand仔細(xì)想一下消消費者每天的的生活,在在哪里他們會會經(jīng)常想到或或用到這個品品牌SomeTechniquesToStimulatePointofContactOpportunities幾個幫助激發(fā)發(fā)接觸點的技技巧DayintheLife生活中的一天天Stimulicard提示卡TheCompassDial指南針DayintheLife生生活中的一一天Astage-managedexperience一種人為的體體驗Surroundingtheteamwiththeenvironment,emotionsandexpressionsofthecustomer/brandrelationship以品牌牌與消消費者者產(chǎn)生生關(guān)系系的環(huán)環(huán)境、、情感感和表表情等等包圍圍品牌牌團(tuán)隊隊Stimulatingalltheirsenses-sound,sight,touch,smell,taste刺激他他們所所有的的感官官聽聽覺、、視覺覺、觸觸覺、、味覺覺等Colours色彩Workplacenoises工作場所的聲音CDcollection收集的CDBookshelf書架Signalsoftheirinterests&activities感興趣事情和活動Toolsoftheirtrade交易工具M(jìn)agazines雜志Diaryofadayinthelifewords,filmorphotos一天的日記、錄影、照片Videoclips&voxpops視象短片或錄音Logosofcompetitivebrands競爭者的商標(biāo)Charthistoryofcategory產(chǎn)品類別歷史圖Logosofbusinesspartners商業(yè)伙伴的商標(biāo)Competitiveproducts競爭產(chǎn)品Articlesoncompetitors有關(guān)競爭者的文章Framedfamilyphotos家庭相冊Holidaysnaps假日閑照Photos相片Contentsoftheirhandbags手提袋中的內(nèi)容Photosofbedroomorkitchen居室、廚房的照片DayintheLife：：PossibleStimuli生活的的一天天：可可能的的刺激激ThingsWeNeedtoKnowAboutOurCustomers我們必必須了了解消消費者者的……...Wheretheycouldbemostinvolved在那里里他們們會融入得得最深深Whatishappeningintheirlives他們的的生活活中發(fā)生的的事StimuliCard提示卡卡Wheretheycouldbemostinvolved在那里里他們們會融入得得最深深Whatishappeningintheirlives他們的的生活活中發(fā)生的的事+Comeupwithpossiblepointsofcontact計算出出可能能的接接觸點點UsingYourImpressionofWhatIsHappeningintheWorldatLarge運用你你自己己對身身邊發(fā)發(fā)生的的事情情的印印象Whatdoyoufeelishappeninginpeople’slivesthatmightaffecttheirrelationshipwiththebrand?哪些在在現(xiàn)實實生活活中發(fā)發(fā)生的的事情情，會會影響響到消消費者者與本本品牌牌的關(guān)關(guān)系？？Whoorwhatdotheyspecificallyidentifywithintheworldatlargethatthebrandcouldpickupon?哪些他他們所所認(rèn)同同的人人或事事，本本品牌牌可以以學(xué)習(xí)習(xí)、利利用得得到？？Whatisnewinthemarketplacethatmayinfluencethewaytheyfeelaboutthebrand?市場中中的哪哪些新新發(fā)展展可能能會影影響到到消費費者對對本品品牌的的感受受？Whatdoyouimaginethecompetitioncouldgetuptothatcoulddamagethatrelationship?試想象象一下下，競競爭爭者做做什么么可能能危及及消費費者與與本品品牌之之間的的關(guān)系系？ThinkingAboutWheretheBrandCouldIdentifyWiththeCustomer思考在在哪里里品牌牌可以以被消消費者者認(rèn)同同Whenarethebrand’’scustomersmostinvolvedinthemediatheyconsume(time,place,behaviourandattitudeofmind)?在哪些些時間間，本本品牌牌的消消費者者對媒媒體最最投入入？（（時間間、地地點、、行為為、態(tài)態(tài)度））Isthereanaturalmediafitbetweenthebrandanditscustomers’’lifestyles?本品牌牌和消消費者者生活活方式式之間間，是是否存存在自自然的的媒體體配合合？Whatischanginginthewaythebrand’scustomersconsumemedia?本品牌牌消費費者處處理媒媒體的的行為為是否否有所所改變變？ThinkingAboutWheretheBrandCouldIdentifyWiththeCustomer思考在在哪里里品牌牌可以以被消消費者者認(rèn)同同Inwhatwaycouldtheuseofmediabetailoredtointensifytherelationshipbetween:a)differentmessages?b)differenttargetgroups?如何何可可以以把把媒媒體體運運用用得得更更貼貼身身，，以以加加強強特特別別情情況況下下消消費費者者與與品品牌牌的的關(guān)關(guān)系系？？a)不同同的的信信息息b)不同同的的目目標(biāo)標(biāo)對對象象Isthereanaturalsequencetothechoiceoruseofmediainbuildinggreaterinvolvementwiththebrand?在選擇和和運用媒媒體上，，是否存存在自然然的順序序，加強強消費者者對品牌牌的投入入度MoreObviousPointsofContact明明顯的的接觸點點Theouterrimofthedial羅盤的外層LessObviousPointsofContact不不太明明顯的接接觸點AnythingthatallowsustolinkthebrandtothecustomerinhisorherBrandWorldisamedium任何讓品品牌與消消費者品品牌世界界產(chǎn)生聯(lián)聯(lián)系的東東西都是是媒體Example例子SeagramFourRosesgiveawaytattoos紋身Apottedplant盆景AWineCork

葡萄酒軟軟木塞HaveaBreak

小憩片片刻Fun&Fitness

inanMTRMirror輕松瘦身Long,long,long,longlife-DuracellPlacedAfterWeatherReportsonaPager傳傳呼機上上天氣報告后后MovingThroughAtthisstagewehaveanumberofpossiblepointsofcontactthroughwhichtheideacanconnectwiththecustomer此刻我們有一一系列與點子子有關(guān)的品牌牌接觸點Howdowethenpickthebestcombinationofpointsofcontact-theBrandWorldwearecreating?我們該如何選選擇接觸點的的最佳組合？？Ourabilitytosurroundtheconsumerwiththebrandinway