oppo課程-2014dec day2ararat wrap-up cnen阿米塔瓦教授

:Wrap-阿拉若總Prof.Amitava阿米塔瓦·:Wrap-FORWHO/消費(fèi)者

KeyRTB/關(guān)鍵特征Araratcognac–thesymbolofArmenia/阿拉若干邑-的象CharacterofArmenians(hospitality,festivites)/人的特征（熱情好、節(jié)日歡慶ClimateofAraratValleysun,mountainsnaturalness)候TalentofblendingmastersAgingusingArmenianoak/YBCsince18871887AGAINSTWHO競爭者Hedonists/Respectablefamily

Thecognacoriginal

ArmenianbrandiesCognacs干OtherbrandieswithFrenchlink(Bastion,Nakhimov)其他相關(guān)的法國白蘭地（巴斯CONSUMERINSIGHT:WhenIdrinkArmeniancognac,IwouldliketohavethestatusthatIdeserve,eventhoughIamnotlookingforsuperficialprestige.消費(fèi)者洞察：我喝亞美尼亞干邑并不是為了尋求表面的聲望，通過它獲得我享有的地位POSITIONINGSTATEMENT定位陳Araratisthecognacthatisproudofitsoriginanditsaudaciousnature.ItisborninthevalleyoflegendaryAraratmountainthathasseentheappearancesofcivilisations.Thankstothisorigin,Araratgivesyouauniqueandintensemultisensoryexperience.:Wrap-:Wrap-

Aged3Volume–HasfreshflavortastenotesofPerfectlysuitablefordinneror

Aged5years.Volume–cognacwithatasteofandatingle

Aged6Volume–Hasalightflavorwithflowerandvanillatones.mendedabasis

Aged7years.Volume–42%.Thecoupageincludesaround20%of20-yearsagespirits.Hasthepronouncedmemorableaftertaste.Thebouquetresemblesstrongly

Aged10Volume– aroma.Thetastepaletteincludesthetingesofchocolateandorange.Excellentbase

Aged15Volume–Thecombinationofdriedfruitsandeasternspicesisdistinguishedclearlyinitsoriginaltaste.Classical

Aged20Volume–41%.Theuniqueharmonyandsoftnessoftasteturnthisbrandintoarealmasterpiece.Thevarietyoftastetingesis yunique:onecanfeeltasteofwalnutsandcedarnuts,smackofprune

cocktail

tingesofoldport-

cocktails.

Perfectlygoeswithaandripe純度-晚餐

儲藏后的風(fēng)

aperitifwith6年年純度-

Perfectlycombineswith

10年年

sweet15年年純度-

Prestigiousgiftfor:Wrap-ReinforcesthevalueofIftherearedifferencesinpositioning,differentmessagesneedtobeconveyedtothetwogroups小組定位不同，傳遞到的信息也會不PositioningUsedtoestablishtheproductorserviceinaparticularintheconsumer’s用來定點(diǎn)（地點(diǎn)）建立符合消費(fèi)者需求的產(chǎn)品或服Pointsofsimilarity相似Pointsofdifference不同F(xiàn)ormsthebasisofcreative構(gòu)成創(chuàng)意的基:Wrap-BrandStrategyArticulationofAdvertisingAd理清晰 Ad理ScreenonBrandCreative創(chuàng)Creative創(chuàng)意實(shí)ScreenUsingAdvertisingSelectionof實(shí)施選:Wrap-Advertisingtestingiscosteffective/測試有成本效Researchshows1in7adsare研究表明1/7的宣傳是成功Costoftestingoneadisapproximay測試一支的成本大約是Ararathad5concepts;totalcostoftestingUS$75,000阿拉若五種設(shè)計理念；總成本可達(dá)Mediaspendforthen$1.5該項(xiàng)活動支出為150Thecostoftestingwas5%ofn測試成本占整場活動的QualitativeQualitativeIn-DepthInterviewOne-on-onediscussionwithinterviewer與采訪者一對一討Interviewerhasasetofquestionsbutmaintainsflexibility采訪者準(zhǔn)了的問題，但會靈活提Willaskquestionsbasedonrespondent’s會基于被訪者的回答提Opportunitytoprobeand會提供探討、提示的機(jī)Focusgroup/焦點(diǎn)小Groupdiscussion小組討Usually8to10participants通常8至10位參與Oneortwomoderators1至2位采訪WhentouseQualitativeResearchquestionsarenotclearlydefinedArtilateosmereeds,weneedsotwellderstoodTogetbelowthesurface達(dá)到“深入”的目Usedto用Testadconceptsforwaystoimprove測試?yán)砟?，求改善方Newproductconceptresearch研究新產(chǎn)品理Assessbrandimage評估品牌形AdvantagesAdvantagesandDisadvantagesofQualitativeAdvantagesGatheragreatdealofin-depth收集整合大量的深度信Flexibilitythatallowsfor具有在創(chuàng)造力范圍的靈活LessExpensive成本較DisadvantagesInterpretationsaresubjective/做出的解釋具有臆斷Smallnumberofrespondents受訪者人群較Priceperrespondentisvery平均每位受訪者非常Difficulttogeneralize推廣有難DescriptiveSurveys/Questionnaires/使用問 Aseriesofquestionswithafixedresponse一系列問題都擁有固定的答復(fù)格PaneldataScannerdataWhentoUseDescriptiveTestingspecificresearchquestions考查特定的研究問Needbroad,surfacebutspecificinformation需要的信息廣泛、易于捉，而且需要非常具 tative yses進(jìn)行定量的統(tǒng)計分Toincludealargesampleofrespondents涵蓋受訪者這一群體樣AdvantagesAdvantagesandDisadvantagesofDescriptiveAdvantages優(yōu)Canacquireagreatdealofinformationinaperiodoftime能夠在短期內(nèi)獲得大量信Ifsampleischosencorrectly(randomly),responsescanrepresenttheentirepopulation/如果樣本選擇Disadvantages劣Surfaceratherthanin-depthinformation信息流于Potentialforbiases可能存在偏“l(fā)oaded”questions提出問題超“負(fù)荷socialdesirability受訪者依據(jù)社會期望作Onlyrelationshipsareestimated,notcauseeffect/僅只有關(guān)系被估算，沒有研究原因和:Wrap-:Wrap-關(guān)鍵績效指標(biāo)：Top2業(yè)績突業(yè)績突業(yè)績良業(yè)績一業(yè)績堪關(guān)鍵指無ABCDE%%%%%%品牌歸正確的品 偏好/獨(dú)特性整體偏好度（Top2能夠吸引到我這類人的（Top2與其 相比如何不同（Top2與其 相比如何新穎（Top2 （不包括開放性的take一線品牌（Top2當(dāng)代品牌（Top2高端品牌（Top2信賴品牌（Top2神秘品牌（Top2外來品牌（Top2有著悠久歷史和傳統(tǒng)的品牌（Top2適合與朋友的品牌（Top2精致品牌（Top2清晰陳述（Top2產(chǎn)品獨(dú)特性（非常不同 86 77 58 58 品牌關(guān)說服力（首選說服力（相關(guān)鼓勵我喝白蘭地X（Top2Boxes）鼓勵我白蘭地X（Top2Boxes）改善了我對白蘭地X的看法（Top2對我而言是一支品牌（Top2讓我對白蘭地X頗具好感（Top2714342 87 81 81 86 85 78 74 83 6773 91 91 90 Wrap- AraratNOTESPriceisActualPriceSegmentCoverisNumberofpeopleinthecoverthatbelongsto segment”Credibilityisscoredashighernumberishighercredibility/給信譽(yù)打分，高分代表高信Prestigeisscoredashighernumberishigherprestige給聲譽(yù)打分，高分代表高名Clutterisscoredashighernumberislowerclutter給混雜度度打分，高分代表低混雜:Wrap-:Wrap-親和性(BrandFit)(densityof(烈酒密度值559695837Playboy/775744873762INFLIGHT/行988968/Weekly763]65783488Biweekly/372::Wrap-PHASEPHASEPHASEPHASEPHASEPHASE1-YearPre-LaunchTeasers宣傳LaunchViral&WebsiteOpinionFormer/WOM式的 評

LaunchShort Trailer/FilmPostersDisplay

PR&TradePromotionFamousArmeniansSeeding式的/InternationalPR

EngagementCreationofnewLegendsforToday

BrandingConceptcontinuestobuildovertime…:Wrap-:Wrap-:Wrap-:Wrap-:Wrap-:Wrap-:Wrap-ByendJanuary2010到2010ArArAtmicrositereceivedalmost3millionpage阿拉若微收獲了大約300萬頁數(shù)的瀏覽Thewebsitereceived700Kuniquevisitorsand2.5millionviews./獨(dú)立訪客人數(shù)為70萬，網(wǎng)頁瀏覽量達(dá)到250萬Over2millionpeopleviewedthefull20-minutefilminthefirstsixmonthsafterlaunch產(chǎn)品推出后最初的6個月時間里，200多萬人PRvalue nestimatedat$1.5此次活動的公共關(guān)系價值估計為150Year-