創(chuàng)業(yè)公司的營銷與品牌管理

ByEstelaKuo郭偉瓊2003年12月12日江西南昌昌創(chuàng)業(yè)公司司的營銷銷與品牌牌管理EntrepreneurialMarketing&BrandManagement培訓(xùn)內(nèi)容容導(dǎo)言創(chuàng)業(yè)期中中的營銷銷工作推推展與營營銷團隊隊建立從品牌建建立到品品牌掃描描到品牌牌面臨的的挑戰(zhàn)360度品牌傳傳播理論論與360度世界中中的創(chuàng)意意案例分享享想像你剛剛剛成立立了一個個公司...剛開始,人員的的組成如如何?個人的分分工如何何?業(yè)務(wù)會如如何發(fā)展展?隨著業(yè)務(wù)務(wù)的發(fā)展展,公司司的人員員和組織織結(jié)構(gòu)會會有什么么變化?市場部功功能的演演進TheEvolutionofaMarketingOrganization問題一管理層發(fā)發(fā)現(xiàn)無法法在營銷銷方面有有足夠的的關(guān)注力力診斷準(zhǔn)備進入入第二個個發(fā)展階階段處方雇用一個個市場部部經(jīng)理管理層繼繼續(xù)負(fù)責(zé)責(zé)產(chǎn)品開開發(fā)制訂訂價格;以及及新客戶戶的初步步接觸與與銷售支支持市場部功功能的演演進TheEvolutionofaMarketingOrganization問題二產(chǎn)品或市市場多到到管理層層難以協(xié)協(xié)調(diào)診斷準(zhǔn)備進入入第三階階段處方雇用產(chǎn)品品經(jīng)理并并給與銷銷售,廣廣告,調(diào)調(diào)研的支支持授權(quán)產(chǎn)品品經(jīng)理管管理市場場工作管理層負(fù)負(fù)責(zé)市場場策略市場部功功能的演演進TheEvolutionofaMarketingOrganization問題三目前市場場規(guī)模下下,成長長有限診斷準(zhǔn)備進入入第三階階段處方將市場工工作下放放到各個個負(fù)責(zé)部部門成立集團團市場部部負(fù)責(zé)評估各部部門市場場計劃提供市場場策劃,調(diào)研需需要的知知識與培培訓(xùn)管理集團團的市場場與傳播播工作市場部功功能的演演進成長中企企業(yè)的營營銷組織織階段EntrepreneurialMarketing創(chuàng)業(yè)營銷銷OpportunisticMarketing機會營銷銷ResponsiveMarketing回應(yīng)營銷銷DiversifiedMarketing多元營銷銷MarketingEffectivenessAudit營營銷效果果檢驗CustomerPhilosophy客戶心理Doesmanagementrecognizetheimportanceofdesigningthecompanytoservetheneedsandwantsofchosenmarket?Doesmanagementdevelopdifferentofferingsandmarketingplansfordifferentsegmentsofthemarket?Doesmanagementtakeawholemarketingsystemview(suppliers,channels,competitors,customers,environment)inplanningitsbusiness?MarketingEffectivenessAudit營營銷效果檢驗驗Integratedmarketingorganization整合營銷組織織Istherehighlevelmarketingintegrationandcontrolofthemajormarketingfunctions?Doesmarketingmanagementworkwellwithmanagementinresearch,manufacturing,purchasing,physicaldistribution,andfinance?Howwellorganizedisthenewproductdevelopmentprocess?MarketingEffectivenessAudit營營銷效果檢驗驗Adequatemarketinginformation足夠的市場信信息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隊?wèi)?yīng)付突突如其來的變變化？360o的品牌管理OgilvyWorldwide奧美集團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奧美中國OgilvyBeijing-230OgilvyShanghai-150OgilvyGuangzhou-83OgilvyHongKong-300Total:1,127staffsOgilvyTaipei-364’00-‘01ChinaRanking奧美中國傳播播集團排名1.Ogilvy&Mather2. JWalterThompson3. Bates4. DDBWorldwide5. LeoBurnett6. Saatchi&Saatchi7. Grey8. FCB9. EuroRSCGPartnership10.McCann-EricksonGuangmingSource:HK4As,basedonconsolidatedincomeWhatsetsusapartisthepowerofintegrationinbrandmanagement.品牌管理的整整合力量,讓讓奧美獨占鰲鰲頭WhatisaBRAND?品牌是什么?“Abrandisacomplexsymbol.Itistheintangiblesumofaproduct’sattributes,itsname,packaging,andprice,itshistoryandreputation,andthewayit’’sadvertised.Abrandisalsodefinedbyconsumers’impressionsofthepeoplewhouseit,aswellastheirownexperience.“DavidOgilvy1955品牌是一個復(fù)復(fù)雜的象征,是無形的產(chǎn)產(chǎn)品元素的總總和,包括包包裝,名稱,價格,歷史,信譽譽,還有傳播播的方式.品品牌是由使使用者基于印象和使用經(jīng)經(jīng)驗來定義的的.1955年大大衛(wèi)奧格威Howit’sadvertised.傳播的方式Consumers’impressionsofitsusers.消費者對使用用者的印象Historyandreputation.歷史和信譽Nameandpackaging.名稱和包裝Product’sphysicalattributes.產(chǎn)品的實際組組成Thetotalityaffectstheusers’experience,andinturndefinesthebrand.影響品牌和使用經(jīng)驗的總體Thetotalityofabrand.品牌的全貌TVCNewspaperadMagazineadRadioadWebbannersOutdooradPOPRelationship

MarketingRoadshowsSponsorshipUserbaseAgePsychographImageIncomeEducationAchievement“Negatives””HeritageCompanycultureFigureheadHardfactsSoftnewsSocialandpoliticalstandingsCommunityinvolvementTradeenvironmentStylesMaterialsFeaturesTextureColorsPriceQuantityWeightBrandLogoPackagingBrandnameShoppingbagWebsiteUniformShowroomServiceOgilvy360DegreesBrandStewardship奧美360度度品牌管家360DegreesBrandStewardship360度品牌管家Advertising廣告PublicRelations公關(guān)Activation行動營銷Identity視覺管理Direct

Marketing直效營銷Interactive互動360DegreesBrandStewardship360度品牌管家Weplaceyourbrandinthecentre把品牌放在中中心點Andbuildittoitsfullpotential發(fā)揮全部的潛潛力Crossingdisciplinesina360Degreesway跨專業(yè)Crossingborders跨地域Challengingbarriers挑戰(zhàn)障礙Takingitallthewaythrough直到終點Insight...Ideas...Execution...Evaluation洞察點點子子執(zhí)執(zhí)行行評評估TheElements操作單元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

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

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

Idea點子BrandWorldExecutions品牌檢驗品牌牌寫寫真真品牌牌掃掃描描接觸觸點點挑戰(zhàn)戰(zhàn)品牌牌世世界界執(zhí)行行TheElements操作作單單元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea點子BrandWorldExecutions品牌牌檢檢驗驗品牌牌寫寫真真品牌牌掃掃描描接觸觸點點挑戰(zhàn)戰(zhàn)品牌牌世世界界執(zhí)行行TheElements操作作單單元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea點子BrandWorldExecutions品牌牌檢檢驗驗品牌牌寫寫真真品牌牌掃掃描描接觸觸點點挑戰(zhàn)戰(zhàn)品牌牌世世界界執(zhí)行行TheElements操作作單單元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea點子BrandWorldExecutions品牌牌檢檢驗驗品牌牌寫寫真真品牌牌掃掃描描接觸觸點點挑戰(zhàn)戰(zhàn)品牌牌世世界界執(zhí)行行TheElements操作作單單元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea點子BrandWorldExecutions品牌牌檢檢驗驗品牌牌寫寫真真品牌牌掃掃描描接觸觸點點挑戰(zhàn)戰(zhàn)品牌牌世世界界執(zhí)行行WhatHaveWeGot?我們們已已經(jīng)經(jīng)知知道道什什么么？？Wehaveinterrogatedthebrandina360waytofindoutitsweaknesses-theChallenge我們們已已經(jīng)經(jīng)從從360度度角角度度審審視視品品牌牌,尋尋找找它它的的弱弱點點品品牌牌挑挑戰(zhàn)戰(zhàn)WehaveexploredthesubjectiveaspectsofthebrandtoarriveataBrandPrint我們們已已經(jīng)經(jīng)發(fā)發(fā)掘掘出出品品牌牌的的主主要要資資料料,形形成成品品牌牌寫寫真真WhatHaveWeGot?我們們已已經(jīng)經(jīng)知知道道什什么么？？PuttingtheBrandPrinttogetherwiththeChallengesparkstheIdea我們們把把品品牌牌寫寫真真與與品品牌牌挑挑戰(zhàn)戰(zhàn)加加在在一一起起,激激發(fā)發(fā)出出品品牌牌點點子子WenowhavetotaketheIdeaoutintotheworldofthecustomers,andmaximisetheirinvolvement我們們必必須須將將品品牌牌點點子子帶帶入入消消費費者者的的世世界界,盡盡量量加加強強消消費費者者對對品品牌牌的的融融入入度度CreatingaBrandWorld創(chuàng)創(chuàng)造造一一個個品品牌牌世世界界BrandWorld品牌牌世世界界PointsofContact接觸觸點點Idea點子子WhatWeAreTryingtoDoDifferently我們們試試圖圖有有哪哪些些不不同同的的做做法法?ConventionalCommunication傳統(tǒng)統(tǒng)的的傳傳播播Singleunconnectedshots單件件欠欠聯(lián)聯(lián)系系的的活活動動360ooCommunication360度的的傳傳播播CreatesaBrandWorldwhichinvolvesthecustom創(chuàng)造造一一個個可可讓讓消消費費者者融融入入的的品品牌牌世世界界Anexperienceofthebrand,notjustthedeliveryofacommunication一個個品品牌牌的的體體驗驗,非非僅僅僅僅訊訊息息的的傳傳遞遞WhatGreaterInvolvementIsAbout較較強強的的融融入入度度是是關(guān)關(guān)于于Intensity密集集度度Aparticularpointofcontactmakingtheideashinebrighterandthusinvolvingthecustomermore可以讓讓品牌牌點子子發(fā)光光的接接觸點點,同同時時加深深消費費者融融入度度Interplay相互影影響Differentpointsofcontactworkingtogetherforgreateroverallinvolvement不同接接觸點點發(fā)揮揮共通通作用用,以以達達到最最大的的融入入度.MultipleConnections多維聯(lián)聯(lián)系Theideaconnectswiththecustomerinmultiplewayscreatingasensorysurround一個點點子會會以多多種方方式與與消費費者相相連接接,創(chuàng)創(chuàng)造造整體體感受受DifferentPointsofContactofferstheCustomerDifferentEncountersWiththeBrand于不同的的接觸觸點,消消費者者與品品牌有有不同同的接接觸狀狀況Wecancreateinterplaybetweentheencounters我們可可以創(chuàng)創(chuàng)造它它們之之間的的相互互影響響Wecanusethisinterplaytointensifyinvolvement我們可可以運運用這這些相相互影影響加加強消消費者者的融融入度度CloseYourEyes.ImagineSeeingaFish閉上眼眼睛.想想象象你正正看到到一條條魚Nowcloseyoureyesagainandimaginebeingafish現(xiàn)在再再次閉閉上眼眼睛,想想象你你自己己就是是一條條魚BeingaFish,notSeeingaFish變成魚魚...不是是看著著魚PointsofContact接觸點點Explorethepossiblepointsofcontactbetweenthebrandanditscustomers探究品品牌與與其消消費者者之間間的可可能接接觸點點Thinkaboutcustomers’everydaylives-wheredotheymostoftenthinkaboutandusethebrand仔細(xì)想想一下下消費費者每每天的的生活活,在在哪哪里他他們會會經(jīng)常常想到到或用用到這這個品品牌SomeTechniquesToStimulatePointofContactOpportunities幾個幫幫助激激發(fā)接接觸點點的技技巧DayintheLife生活中中的一一天Stimulicard提示卡卡TheCompassDial指南針針DayintheLife生生活中中的一一天Astage-managedexperience一種人人為的的體驗驗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Magazines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在那里他們們會融入得最深深Whatishappeningintheirlives他們的生活活中發(fā)生的事+Comeupwithpossiblepointsofcontact計算出可能能的接觸點點UsingYourImpressionofWhatIsHappeningintheWorldatLarge運用你自己己對身邊發(fā)發(fā)生的事情情的印象Whatdoyoufeelishappeninginpeople’slivesthatmightaffecttheirrelationshipwiththebrand?哪些在現(xiàn)實實生活中發(fā)發(fā)生的事情情，會影響響到消費者者與本品牌牌的關(guān)系？？Whoorwhatdotheyspecificallyidentifywithintheworldatlargethatthebrandcouldpickupon?哪些他們所所認(rèn)同的人人或事，本本品牌可以以學(xué)習(xí)、利利用得到？？Whatisnewinthemarketplacethatmayinfluencethewaytheyfeelaboutthebrand?市場中的哪哪些新發(fā)展展可能會影影響到消費費者對本品品牌的感受受？Whatdoyouimaginethecompetitioncouldgetuptothatcoulddamagethatrelationship?試想象一下下，競爭爭者做什么么可能危及及消費者與與本品牌之之間的關(guān)系系？ThinkingAboutWheretheBrandCouldIdentifyWiththeCustomer思考在哪里里品牌可以以被消費者者認(rèn)同Whenarethebrand’scustomersmostinvolvedinthemediatheyconsume(time,place,behaviourandattitudeofmind)?在哪些時間間，本品牌牌的消費者者對媒體最最投入？（（時間、地地點、行為為、態(tài)度））Isthereanaturalmediafitbetweenthebrandanditscustomers’’lifestyles?本品牌和消消費者生活活方式之間間，是否存存在自然的的媒體配合合？Whatischanginginthewaythebrand’scustomersconsumemedia?本品牌消費費者處理媒媒體的行為為是否有所所改變？ThinkingAboutWheretheBrandCouldIdentifyWiththeCustomer思考在哪里里品牌可以以被消費者者認(rèn)同Inwhatwaycouldtheuseofmediabetailoredtointensifytherelationshipbetween:a)differentmessages?b)differenttargetgroups?如何可以把把媒體運用用得更貼身身，以加加強特別情情況下消費費者與品牌牌的關(guān)系？？a)不同的信息息b)不同的目標(biāo)標(biāo)對象Isthereanaturalsequencetothechoiceoruseofmediainbuildinggreaterinvolvementwiththebrand?在選擇和運運用媒體上上，是否存存在自然的的順序，加加強消費者者對品牌的的投入度MoreObviousPointsofContact

明顯顯的接觸點點Theouterrimofthedial羅盤的外層LessObviousPointsofContact

不太太明顯的接接觸點AnythingthatallowsustolinkthebrandtothecustomerinhisorherBrandWorldisamedium任何讓品牌牌與消費者者品牌世界界產(chǎn)生聯(lián)系系的東西都都是媒體Example例子SeagramFourRosesgiveawaytattoos紋身Apottedplant盆景AWineCork葡葡萄酒軟木木塞HaveaBreak小小憩片刻刻Fun&Fitness

inanMTRMirror輕松瘦身Long,long,long,longlife-DuracellPlacedAfterWeatherReportsonaPager傳傳呼機機上天氣報報告后MovingThroughAtthisstagewehaveanumberofpossiblep