醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義

WhatIsTheBrand“Means”And“Is”?

品牌的“意義”和“個性”是什么

Whatthebrand“means”iswhatabrandgetscreditforintheeyesofconsumers—itsreputationacrossanumberofkeydimensions.品牌的“意義”是指一個品牌在消費者心目中產(chǎn)生的印象——即該品牌在幾個層面上的聲譽。Whatthebrand“is”ishowwewoulddescribethebrand’sdominantpersonalitytraits—generallythosethatcorrespondtoitsprincipalmeanings.品牌“個性”那些與品牌意義相對應(yīng)的特征。1英揚?傳奇CC&EWhyTheNeedForABrandFootprint?

為什么需要品牌印記？Moreandmoremarketersarelookingfornewgrowthbyleveragingthepoweroftheirbrandnamesintonewterritories.GlobalBrandsarebeingbuiltthroughexpansionintonewgeographies.“Megabrands”or“Hyperbraands”arebeingestablishedacrossmultipleproductorservicecategories.

愈來愈多的行銷人運用品牌的力量進入新的領(lǐng)域，以創(chuàng)造新的成長。全球品牌因為領(lǐng)域的擴張而建立起來；“大品牌”或“超級品牌”則是因跨越多項產(chǎn)品或品類而被建立。

2英揚?傳奇CC&EWhyTheNeedForABrandFootprint?

為什么需要品牌印記？Thisexpansionputsrenewedfocusontheneedtoprotectbrandequity.

這種擴張及延伸，讓我們必須重新重視并保護品牌的資產(chǎn)。3英揚?傳奇CC&EWhyTheNeedForABrandFootprint?

為什么需要品牌印記？Asbrandsareexpanded,therearepressuresofdilutionthatstemfrom:隨著品牌的擴張，使品牌有被稀釋的危機，這些危機的因素如下：Theneedtoreexpressthebrandinthecontextofnewcompetitivesetsandnewcultures.必須就新的競爭條件和新文化的觀點來重新表現(xiàn)品牌。4英揚?傳奇CC&E

WhatAreThreeDimensions?

什么是品牌印記的三個層次TheBrandFootprintreflectsthetruththatmostbrands—especiallypowerfulones—aremultidimensional.Theycontainmeaningsandassociationsthatarebuiltovertime.品牌印記所反映的一項事實是：大部分的品牌—特別是大品牌——都是多層次的。它們包含了長期建立的意義和聯(lián)想。5英揚?傳奇CC&EHowMuchofAFutureVision?

品牌印記的遠景如何？ThebrandFootprintismorethanaconsumer-basedtool.Itneedstoincorporatethethinkingofthe“brandowners”regardingthefuturecourseofabrand.

品牌印記不只是一個消費者對品牌的看法，它更須考慮到把這個品牌的“品牌擁有者”對該品牌未來的看法。6英揚?傳奇CC&EHowMuchofAFutureVision?

品牌印記的遠景如何？Forestablished,dominantbrands,theFootprintwillinevitablybebuiltaroundexistingpositiveassociationsofheavyusersofthebrand.HeretheprimaryroleoftheFootprintistoexpressthesemeaningssoeveryoneisinsyncwithwhattoprotectandwhattoleverageasthebrandisexpanded.對已建立起來的領(lǐng)導品牌而言，印記當然是建筑在目前重級使用者對此品牌的看法。這種情形下，印記的主要角色是把這些意義表達出來，讓每個人同時都知道當這個品牌擴張或延伸時，要保護什么，以及利用什么品牌價值。7英揚?傳奇CC&EHowMuchofAFutureVision?

品牌印記的遠景如何？Forsomebrands,however,theremaybeaneedtoaddmeaningoradjustexistingmeaningstoallowforexpansionorsimplytomakethebrandmoredynamic.對某些品牌來說，也許必須增加意義或調(diào)整原有的意義，以利于擴張或只是讓該品牌變得更具時代性。8英揚?傳奇CC&EHowMuchofAFutureVision?

品牌印記的遠景如何？Ultimately,thefinalbalancebetweenexistingvs.desiredmeaningsisastrategicdecision—builtonthebrand’sconsumertruthandadjusted,whereneeded,toprovidethevisionandinspirationforfuturegrowth.

最重要的是，平衡這個品牌現(xiàn)存的意義及理想的意義，就是一項策略性的決定。即建立在該品牌消費者的真實面上，并加上必要時的調(diào)整，以便為該品牌未來成長之要求提供一個遠景與靈感。9英揚?傳奇CC&EExampleForexample,keycreditcardcategorydriversare:thesourceofaspiration,theworldofusage,andthefunctionalroleofthecard. AmexandvisaFootprintsshowhowthebrandsaredistinguishedonthesedimensions:10英揚?傳奇CC&EExampleAmericanExpressBrandFootprintAmericanExpressmeansMembershipTheBusinessLifeTheChargeCardAmericanExpressisProfessionalWorldlyResponsible11英揚??傳奇奇CC&EExampleVisaBrandFootprintVisameansEverywhereTheHighLifeTheCreditCardVisaisSociableStylishOn-The-Go12英揚??傳奇奇CC&EThesellingstrategy銷銷售售策略略13WhatIsTheRoleofTheSellingStrategy?銷銷售策策略扮扮演的的角色色如何何？TheSellingStrategyisadisciplinethatissingle-mindedlyfocusedongeneratingbrand-buildingideas.Ideasthatattractbrandcustomersandbuildbrandfranchises.Ideasthatcreatebrand(andmarketplace)dominanceinconsumer’’smind.銷售策策略是是一種種建立立品牌牌概念念單一一且專專注的的方法法。所所謂品品牌概概念是是指能能夠吸吸引消消費者者，并并且建建立品品牌忠忠誠度度，讓讓消費費者產(chǎn)產(chǎn)生深深刻印印象的的意念念。14英揚??傳奇奇CC&EWhatIsTheRoleofTheSellingStrategy?銷銷售策策略扮扮演的的角色色如何何？TheSellingStrategycanbeputtoworkatmanydifferentlevels.Atthehighestlevel,itcanbeusedtorevealthecorebrandideathatformstheheartofabrandimagecampaign.ButitcanalsobeusedeffectivelytodevelopSellingIdeasfortheproductsthatcreatecompetitiveadvantageforbrands.銷售策策略可可運用用于不不同層層次。。在最最高層層次，，它可可用來來展現(xiàn)現(xiàn)構(gòu)成成品牌牌形象象活動動核心心的最最重要要品牌牌概念念。同同樣地地，它它也可可以有有效地地用來來為不不同的的產(chǎn)品品或服服務(wù)發(fā)發(fā)展銷銷售概概念，，并替替品牌牌創(chuàng)造造競爭爭的優(yōu)優(yōu)勢。。15英揚??傳奇奇CC&EWhatIsTheRoleofTheSellingStrategy?銷銷售策策略扮扮演的的角色色如何何？Thus,whilethereshouldalwaysbeasingleBrandFootprinttodefinethebrandessenceinanymarketorregion,therecanbeanynumberofSellingStrategies.ByworkingwithintheframeworkofbrandvaluesestablishedintheFootprint,theybothsupportandleveragethepowerofthebrand.雖然在在任何何市場場或區(qū)區(qū)域，，都應(yīng)應(yīng)該有有一個個單一一的品品牌足足跡來來定義義品牌牌本質(zhì)質(zhì)，但但銷售售策略略則不不限定定有幾幾個。。籍有有在品品牌足足跡所所建立立的品品牌價價值架架構(gòu)內(nèi)內(nèi)作業(yè)業(yè)，品品牌足足跡與與銷售售策略略這兩兩者，，也同同時支支持并并提升升了品品牌力力量。。16英揚??傳奇奇CC&ETheSellingStrategyModel銷銷售售策略略的模模式TheSellingStrategyModeliscomposedoffivecriticalcomponents：：銷售策策略模模式是是由五五個重重要的的部份份所組組成：TheBrandPosition品牌位置TheBrandObjective品牌目標TheSpecificRoleOfTheAdvertising廣告擔任的角角色TheSellingIdeaPlatform銷售概念架構(gòu)構(gòu)TheSellingIdea銷售概念17英揚?傳奇CC&ETheBrandPosition

品牌牌位置Theperceptualspacethatthebrandholdsintheconsumers’mindatthebeginningoftheSellingIdeadevelopmentprocess.銷售概念的發(fā)發(fā)展過程開始始之前，品牌牌在消費者心心中的認知地地位。18英揚?傳奇CC&EExampleExamples:BrandBrandPositionMarriottA“vanilla”hotelMotorolaAtechnologymanufacturerMasterCardMyothercard19英揚?傳奇CC&ETheBrandObjective品品牌目標Theperceptualspacethatwewantthebrandtooccupyintheconsumers’’mind.我們希望品牌牌在消費者心心中所占據(jù)的的認知位置。。20英揚?傳奇CC&EExampleExample:BrandBrandObjectiveMarriottAmemorableexperienceMotorolaTheleadingbrandinmobilepersonalcommunicationsMasterCardAcardIfeelgoodabout21英揚?傳奇CC&ETheSpecificRoleOfTheAdvertising

廣告擔任任的角色Theroleoftheadvertisingmayvarygreatlyinscope.Itmayentailafundamentalrestagingofthebrand,theaccentuationofanunder-leveragedelementintheBrandFootprint,theintroductionofabrandorlineextension,oraspecifictacticalresponsetolocalcompetitiveactions.廣告的角色可可能有相當大大范圍的差異異。它可能承承擔重新定義義一個品牌的的任務(wù)、強調(diào)調(diào)品牌足跡中中尚待提升的的一個元素、、引進或延伸伸一個品牌。。或可能戰(zhàn)術(shù)術(shù)性地回應(yīng)競競爭品牌的活活動。22英揚?傳奇CC&EExampleExamples:BrandRoleofAdvertisingMarriottTogetgueststostoptakingMarriottforgrantedMotorolaTomake“brand””MotorolaasstrongasitsmarketshareMasterCardTogiveanemotionallybankruptbrandaheart23英揚?傳奇CC&ETheSellingIdeaPlatform銷銷售概念架架構(gòu)ThecriticalelementsweneedtoknowabouttheconsumerandthebrandinordertoconceivetheSellingIdeaanddeveloptheadvertising:為了構(gòu)思銷售售概念并發(fā)展展廣告，我們們需要知道以以下與消費者者及品牌有關(guān)關(guān)的重要元素素：A.TheConceptualTarget概念性的目標標客層B.TheCoreDesire最核心的欲望望C.HowTheBrandBestFulfillsTheCodeDesire品牌如何最完完美地滿足最最核心的欲望望D.TheCompellingTruth強而有力的支支持事實24英揚?傳奇CC&ETheSellingIdeaPlatform銷銷售概念架架構(gòu)

A.TheConceptualTarget

概念性性的目標客層層The“naturalconstituency””forthebrand:thenaturalgroupingofconsumersboundbyacommonorientationtowardthecategoryand/orthebrand.他（她）們是是對于某一個個類別及/或或品牌具有共共同傾向而自自然形成的組組合，也是品品牌“必然的的”顧客。25英揚?傳奇CC&ETheSellingIdeaPlatform銷銷售概念架架構(gòu)

B.TheCoreDesire最最核心的欲欲望TheCoreDesireisthemostrelevantdesire,need,hope,orfearoftheconceptualtargetthatthebrandcanmeaningfullyaddress.它是概念性的的目標客層最最關(guān)切的欲望望、需求、希希望或恐懼，，而且是品牌牌可以有意義義加以解決的的。26英揚?傳奇CC&ETheSellingIdeaPlatform銷銷售概念架架構(gòu)

B.TheCoreDesire

最核心的的欲望TheCoreDesirerepresentsthedeepest,mostpowerful,emotionalbenefitthattheConceptualTargetreceivesfromthebrand.核心欲望代表表概念性目標標客層能從本本品牌獲得的的最深切、最最有力、最富富情感的利益益。27英揚?傳奇CC&ETheSellingIdeaPlatform銷銷售概念架架構(gòu)

D.TheCompellingTruth強強而有力的的支持事實Thecompellingtruththatprovidesthekeyevidencethatsupportsthebrand’sroleinsatisfyingtheCoreDesireoftheConceptualTargetbothinfunctionandbrand.“無庸置疑的的事實”，在在滿足概念性性目標客層的的核心欲望時時，品牌所擔擔任角色之強強而有力的支支持事實。28英揚?傳奇CC&EExampleCompellingFunctionalTruthSpecificTruthBrandPerformance““Preventsheartdisease”BayerAspirinFunctionalTruthSpecificTruthBrandCompanyValues““WereallycareaboutyouJohnson&Johnsonandyours”BrandMyth““MarlboroCountry”MarlboroCigarettes29英揚?傳奇CC&EWhatIsASellingIdea?

什么么是銷售概念念ASellingIdeaisastrategicconceptthatfocuseseverythingwehavelearnedaboutwhatthebrandneedstomeantoconsumersintoasinglehighlyfocusedstrategicideathatexpressesexactlywhatwewishtheadvertisingtosaytoconsumers.銷售概念是一一個策略性的的概念。它將將我們所知道道的一切有關(guān)關(guān)品牌在消費費者心中所須須達成的意義義與印象，集集中成一高專專注的策略性性概念與想法法，進而表達達我們希望廣廣告到底要對對消費者說什什么。30英揚?傳奇CC&EExamplesBrandSellingIdeaCreativeIdea7-Up““AnOccasionalAlternativetoCola”““TheUncola””Pepsi(1997)““TheOfficialGenerationXCola”““GenerationNext”Microsoft““AccesstoInformation”““Wheredoyouwanttogotoday?”31英揚?傳奇CC&E1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationToolsFootprintSellingStrategy4.Brand/ProductCommunicationStrategyBecombion/BecombionVitaminBComplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTactics32英揚?傳奇CC&EBecombion33VitaminsMarketOverviewTheOTCmultivitaminsmarketisestimatedtobeRMB269mn(US$33mn)34英揚?傳奇CC&EProductProfileProductcategory:healthfoodtheorderofproducts(nutrition)mentionedbyconsumers(withaidedorunaided?):Calcium,Codliveroil,Multivitamin,VitC,IronandVitBcomplex.OurConcern:Theyarepossiblyourpotentialcompetitors!!!35英揚?傳奇CC&EMultiVitBingredients:B1,B2,B3,B6,B12thefunctionsofeveryingredientsabove(pls.refertoclient’sbrieffordetailedinformation)OurConcern:Thefunctionsareslackandlackofconsistence.ProductProfile36英揚?傳奇CC&EProductform:syrupCurrentlyNoVitBcomplexsyrupisfoundinGZOurConcern:Quitenewproductform;moresuitableforchildrenProductProfile37英揚?傳奇CC&EGeographicaltargetareaTargetedcities:SZ,GZ,thenrollouttoPRDOurConcern:HigherincomelevelinSZandGZthanotherinlandcitiesFoodsupplementmarketismoremature“Onlyfoodisnotenoughformydailyvitaminconsume”38英揚?傳奇CC&ESWOTStrengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodWeaknessrelativelyhighprice(comparedwithlocalproducts;dailycostRMB1.5)promotionsinthehospitalarelimiteddifficulttosumupintooneUSPOpportunitylesscompetition(intermsofVBcomplex)theawarenessofimportanceofvitaminsisincreasingThreatslowpricestrategyoflocalproduct39英揚?傳奇CC&EBecombion品牌印記(BrandFootprint)40Becombion品牌意義Becombion的意義就是來自德國默克克的復合維生生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意義就是B族維生素均均衡糖漿BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意義就是構(gòu)筑兒童均衡衡發(fā)育的基礎(chǔ)礎(chǔ)Becombionmeansaveryimportantbasisforchildren’sbalancedgrowth41Becombion品牌個性Becombion是維生素的專家家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecombion是嚴謹?shù)腂ecombionissevere42品牌意義Becombion的意義就是來自德國默克克的復合維生生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意義就是B族維生素均均衡糖漿BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意義就是構(gòu)筑兒童均衡衡發(fā)育的基礎(chǔ)礎(chǔ)Becombionmeansaveryimportantbasisforchildren’sbalancedgrowth品牌個性Becombion是維生素的專家家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecombion是嚴謹?shù)腂ecombionissevereBecombion43英揚?傳奇CC&EBecombion銷售策略(SellingStrategy)44Becombion銷售策略(SellingStrategy)品牌位置：來自德國默克克的復合維生生素素B均衡糖漿TheBrandPosition:VitaminBComplexBalancedSyrupcomingfromGermanMerck45Becombion銷售策略(SellingStrategy)品牌目標：：兒童均衡發(fā)發(fā)育的基礎(chǔ)礎(chǔ)營養(yǎng)源TheBrandObjective:TheBasicNutritionResourceOfChildren’’sBalancedGrowth46Becombion銷售策略(SellingStrategy)廣告角色：：向消費者傳傳達“復合維生素素B與兒童童均衡發(fā)育育息息相關(guān)關(guān)”的概念念TheSpecificRoleOfTheAdvertising:Deliverthemessagethatchildren’sbalancedgrowthiscloselyboundupwithVitaminBcomplex47Becombion銷售策略(SellingStrategy)銷售概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：A）概念性目目標客層/謹慎的母親親TheConceptualTarget/CarefulAndCaringMothers48Becombion銷售策略(SellingStrategy)銷售概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：D）強有力的的支持事實實(TheCompellingTruth):功能上：中國市場上上唯一糖漿漿型復合維維生素B產(chǎn)產(chǎn)品Function：：TheonlysyruptypeforVitaminBComplexInChinaMarket49Becombion銷售策略(SellingStrategy)銷售概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：D）強有力的的支持事實實:品牌上:默克是維生生素C的發(fā)發(fā)現(xiàn)者TheCompellingTruth:MerckisthediscovererofVitaminC50Becombion銷售策略(SellingStrategy)銷售概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：B）最核心的欲欲望：希望孩子發(fā)發(fā)育盡善盡盡美TheCoreDesire/HopeMyKidsGrowPerfectly51Becombion銷售策略(SellingStrategy)銷售概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：C）品牌如何最最完美滿足足最核心的的欲望：Becombion全面補補充維生素素B族營養(yǎng),改善善孩子的胃胃口，幫助助孩子均衡衡發(fā)育HowTheBrandBestFulfillsTheCoreDesire：BecombionprovideschildrenwithcomprehensiveVitaminBcomplexnutrition,helpsstimulateappetiteandgrowinabalancedway.52Becombion銷售策略(SellingStrategy)銷售概念:構(gòu)筑兒童均均衡發(fā)育的的基礎(chǔ)TheSellingIdea:Becombionhelpstoconstructingthefoundationofchildren’sbalancedgrowth.53Becombion銷售策略(SellingStrategy)創(chuàng)意概念:讓兒童均衡衡發(fā)育均衡發(fā)育從從維B開始始AdWorks:LetChildrenGrowInaBalancedWay.54SevenSeasMultivitaminSyrup55Productcategory:healthfoodIngredients:basement:codliveroil(fromdeepsea)supplement:VitA,B1,B2,B3,B6,C,D,EFlavor:Orangeflavor(realorangejuice)ProductProfile56英揚?傳奇奇CC&EOurConcern:7sMVSismorethantraditionalfishliveroil.ProductProfile57英揚?傳奇奇CC&EPotentialCompetitorsfor7sMVStheorderofnutritionmentionedbyconsumers(withaidedorunaided?):Calcium,fishliveroil,Multivitamin,VitC,IronandVitBcomplex.58英揚?傳奇奇CC&EOurConcern:DifferentfromVitB,thenecessaryoffishliveroilismuchgreaterinconsumers’mind,thoughtheymaybecan’tnameitsfunctionsindetails.Themarketoffishliveroilismoremature.PotentialCompetitorsfor7sMVS59英揚?傳奇奇CC&ERealCompetitionThemajorplayersinthemultivitamincategoryare:JuniorTheragan,JuniorCentrum,Kiddi,andScottsIntermofdailycost,7sMVSratedinthemiddleposition.JuniorTheragan--RMB0.85;JuniorCentrum--RMB1.12;Kiddi--RMB4.07/3.20;Scotts--RMB1.317sMVS--RMB1.3860英揚?傳奇奇CC&EConsumer’’sAttitudeResearchesshowthemajorityofmothersareinterestedinproductconceptGZ:““helpsstimulateappetite”;””containscodliveroil”;”helpsbraindevelopment”SZ:““containsmanyessentialvitamins”;““containscodliveroil””;“helpsinstrengtheningboneissue”61英揚?傳奇奇CC&EThebuyingintentionofproduct:GZ:65.6%;SZ:77.6%Theperceivedprice:aroundRMB62/perbottleConsumer’’sAttitude62英揚?傳奇奇CC&EGeographicalTargetArea1sttargetcities:SZ,GZ,thenrollouttoPRD2ndtargetcities:SHandBJ(launchedinlate2001)63英揚?傳奇奇CC&ESWOTStrengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodlessdosagecontainsmanyessentialvitaminsbasedoncodliveroilWeaknessproductfunctionisdifficulttomeasurebrandawarenessislow,can’tsupporttheproductpromotionsinthehospitalarelimitedOpportunityimportedproductwithfairpricetheawarenessofimportanceofvitaminsisincreasingThreatsstrongcompetition(likeSquib,Whitewall)64英揚?傳奇奇CC&ESevenSeas

七海海品牌印記(BrandFootprint)65SevenSeas七七海海品牌印記(BrandFootprint)品牌意義七海的意義就是來自深海的的多種維生生素魚肝油油SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea七海的意義就是抗污染的SevenSeasmeansanti-pollution七海的意義就是可口橙味的的SevenSeasmeanstastywithsweetorangeflavor66SevenSeas七七海品牌印記(BrandFootprint)品牌個性七海是有益的SevenSeasisbeneficial七海是健康的SevenSeasishealthy七海是可愛的SevenSeasislovely67SevenSeas品牌意意義七海的意義義就是來自深深海的的多種種維生生素魚魚肝油油SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea七海的意義義就是抗污染的的SevenSeasmeansanti-pollution七海的意義義就是可口橙橙味的的SevenSeasmeanstastywithsweetorangeflavor品牌個個性七海是有益的的SevenSeasisbeneficial七海是健康安安全的的SevenSeasishealthysafety七海是可愛的的SevenSeasislovely68英揚??傳奇奇CC&ESevenSeas七七海海銷售策策略(SellingStrategy)品牌位位置：：來自深深海的的多種種維生生素魚魚肝油油兒童童保保健糖糖漿BrandPosition:ThedeepseaFishLiverOilHealthSyrupwithmulti-VitaminsForChildrenOnly69SevenSeas七七海海銷售策策略(SellingStrategy)品牌目目標：：純凈有有益的的兒童童營養(yǎng)養(yǎng)必要要補充充劑BrandObjective:Anti-pollutionAndNaturalNutritionSupplementNecessaryForChildren’’shealth70SevenSeas七七海海銷售策策略(SellingStrategy)廣告角角色：：告訴消消費者者七海海不是是一般般的魚魚肝油油TheSpecificRoleOfTheAdvertising:TelltheconsumerthatSevenSeasisnoordinaryfishliveroil71SevenSeas七七海海銷售策策略(SellingStrategy)銷售概概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：A）概念念性目目標客客層：：了解解魚肝油油的母母親TheConceptualTarget：learnedMothersOnFishLiverOilKnowledge72SevenSeas七七海海銷售策策略(SellingStrategy)銷售概概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：B）最核心心的欲欲望:希望自自己孩孩子不不一般般TheCoreDesire:““Mychildisnoordinarykid?。　?73SevenSeas七七海海銷售策策略(SellingStrategy)銷售概概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：C）品牌如如何最最完美美滿足足最核核心的的欲望望:通過塑塑造七七海不不是一一般的的魚肝肝油的的品牌牌形象象來滿滿足消消費者者希望望孩子子不一一般的的心理理需求求HowTheBrandBestFulfillsTheCoreDesire:SevenSeassatisfiestheconsumer’’spsychologicalneedswhichhopingherkidisnoordinarybybuildingsevenseas““noordinary””brandimage74SevenSeas七七海海銷售策策略(SellingStrategy)銷售概概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：D）強有有力的的支持持事實實:功功能能上:含有多種重重要維維生素素和深深海魚魚肝油油的成成份TheCompellingTruth:Function:HaveTheIngredientsOfMulti——vitaminsAndFishliverOilComingFromTheDeepNorthSea75SevenSeas七七海海銷售策策略(SellingStrategy)銷售概概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：D）強有有力的的支持持事實實:品品牌牌上:來自自德國默默克TheCompellingTruth:Brand:FromGermanMerck76SevenSeas七七海海銷售策策略(SellingStrategy)銷售概概念：：不一般般的魚魚肝油油TheSellingIdea:NoOrdinaryFishLiverOil77SevenSeas七七海海銷售策策略(SellingStrategy)創(chuàng)意概念：：七海海寶寶寶更出出眾TheCreativeIdea:Outstandingsevenseas，，outstandingkids78DrFreemanCough&ColdSyrupforChildren79Cough&ColdMarketOverviewThemarketishuge:RMB876mn(98’)80英揚??傳奇奇CC&E圖示結(jié)結(jié)論：：1、不不論男男性被被訪人人群,還是是女性性被訪訪人群群感冒冒前絕絕大多多數(shù)人人都有有感冒冒前兆兆或感感冒癥癥狀2、其其中有有輕度度癥狀狀者占占絕大大多數(shù)數(shù)，男男性為為59.5%,女性性為60.0%3、可可以推推斷———幾乎所所有人人感冒冒前都都有或或多或或少的的癥狀狀SettingsofConsumptionbytheWholeSample:Number：：511GenderGroup：：16----60SOURCE:IMI81LocationofBuyingColdMedicineBytheWholeSample:Number：：510GenderGroup：：16----60歲MultipleAnswers,sopercentmayextra-100%圖示結(jié)結(jié)論：：1、70.7%的男男性以以及72.4%的女性會會在藥店購買感冒藥藥,因此可可推斷——不論男男性還是女女性，購買感冒藥藥首選的場場所均為藥藥店,其次次為醫(yī)院或或診所2、男女消消費者在購購藥場所選擇方方面性別差差異不大SOURCE:IMI82TheHabitofKeepingColdMedicineatHome:Number:624Say““Yes”:508Say““No”:116圖示結(jié)論：：81.4%的被調(diào)查查家庭在家家中備有感冒冒藥,只有有18.4%的被調(diào)查家家庭沒有此此習慣,因此可推斷斷——感冒藥是大多數(shù)家家庭日常必必備藥。SOURCE:IMI83Rankingoftheidealbrandsorkinds84英揚?傳奇奇CC&EWhichSeasontoPronetoCatchColdThePeakSeason:winter;spring;theinterimbetweentheseasons85英揚?傳奇奇CC&EItfunctionsincoughandcoldanduptonow,nootherproductsclaimtohavethesetwofunctionsonly.Inthemarketofcoughsyrupandcough&cold&feversyrup,wehavekeycompetitorsasbelow:coughsyrup:IsedylfromUnitedLaboratory;JinMinChildrensyrup,ShenquCoughSyrupandTaijiCoughSyrupcough&cold&feversyrup:Tylenol,Bufferin,XiaobaiProductProfile86英揚?傳奇奇CC&EOurConcern:DrFreemanCough&ColdSyrupforChildrenaimsattheearlystageofcold;DrFreemanisthesub-brandofmerckonlyforseriescough&coldproducts.87英揚?傳奇奇CC&ESWOTStrengthLowPriceUniqueFormulaGoodqualityWeaknessnobrandawarnesstosupporttheproductOpportunityConcentrateeffectontheearlystageofcoldlargecold&coughmarketCompetitivevoiceisnotnoiseinSandongwelldevelopedretailenvironmentThreatsstrongcompetitionStrictregulatorycontrolonA&Pactivities88英揚?傳奇奇CC&EDr.Freeman品牌印記(BrandFootprint)89Dr.Freeman品牌印記(BrandFootprint)品牌意義Dr.Freeman的意義就是是來自德國的的感冒藥Dr.FreemanmeansafludrugfromGermanDr.Freeman的意義就是是醫(yī)生推薦使使用的Dr.Freemanmeansdoctor’srecommendedDr.Freeman的意義就是是治療兒童傷傷風和咳嗽嗽的糖漿Dr.Freemanmeansacold&coughsyrupforchildren90Dr.Freeman品牌牌印印記記(BrandFootprint)品牌牌個個性性Dr.Freeman是感冒冒藥藥專專家家Dr.FreemanistheexpertoffludrugsDr.Freeman是可信信的的Dr.FreemanisreliableDr.Freeman是認真真負負責責的的Dr.Freemanisconscientious91Dr.Freeman品牌牌意意義義Dr.Freeman的意意義義就就是是來自自德德國國感感冒冒藥藥Dr.FreemanmeansafludrugfromGermanDr.Freeman的意義就就是醫(yī)生推薦薦使用的的Dr.Freemanmeansdoctor’sendorsementDr.Freeman的意義就就是治療兒童童傷風和和咳嗽的的糖漿Dr.Freemanmeansacold&coughsyrupforchildren品牌個性性Dr.Freeman就是是感冒專專家Dr.FreemanistheexpertoffludrugsDr.Freeman是可信的Dr.FreemanisreliableDr.Freeman是認真負責責的Dr.Freemanisconscientious92英揚?傳傳奇CC&EDr.Freeman銷售策略略(SellingStrategy)93Dr.Freeman銷售策略略(SellingStrategy)品牌位置置：溫和有效效治療兒兒童傷風風咳嗽的的糖漿BrandPosition:ASyrupForMildlyAndEffectivelyRelievingChildren’sCold&Cough94Dr.Freeman銷售策策略(SellingStrategy)品牌目目標：：感冒藥藥專家家BrandObjective:TheExpertOfFluDrugs95Dr.Freeman銷售策策略(SellingStrategy)廣告角角色：：傳達即即治療療發(fā)燒燒前的的感冒冒癥狀狀非常常重要要TheSpecificRoleOfTheAdvertising:DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGettingFever96Dr.Freeman銷售策策略(SellingStrategy)銷售概概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：A）概念念性目目標客客層:細心的的父母母TheConceptualTarget:CarefulParents97Dr.Freeman銷售策策略(SellingStrategy)銷售概概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：B）最核心心的欲欲望/周到TheCoreDesire/Considerate98Dr.Freeman銷售策策略(SellingStrategy)銷售概概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：C）品牌如如何最最完美美滿足足最核核心的的欲望望:感感冒冒藥專專家的的細心心周到到，讓讓孩子子在發(fā)發(fā)燒前前即消消除感感冒HowTheBrandBestFulfillsTheCoreDesire:GermanFluexpertCanReliveCold&Coughbeforekidsgetfever.99Dr.Freeman銷售策略(SellingStrategy）銷售概念構(gòu)構(gòu)架(TheSell