西門子營銷資料3

ABriefIntroductionToDSBDSBisalocaladvertisingagencyservinginternationalbrands.Wedoaccurateandeffectiveadvertising.TheServiceWhichIsFast&PerfectThedevotionandprofessionalismthatweshowinourteamworkhavemadeusintoagroupofprofessionalswithfastreaction.That’sthekeystoneoftheservicethatweprovide.Thefully-developedworkflowarmsourefficiencywithqualityguaranty.Andwebelievethatonlywhenefficiencygoeswithguaranteedqualityisitvaluable.Theprofessionalismandresponsibilitythatwetreasureandhold,aswellastheconscientiousandresponsiblespiritsofourcooperatorsmakesurethatourjobisdonefastperfectly.First-ClassCooperators(ProductionHome)TVCProduction:YimouZhangProductionUnitTaiwanGreatlandFilmProductionLtd.OthersPrint:OneoftheinvestorsofDSB--HongkongGuestAdvertisingCo..IthasalargeprintinghouseonMainlandChinatoguaranteefastservicewithpremiumquality.GoodrelationshipwithMedia:Our12-yearpromotionplanningandproductiondesigningforShanghaiInternationalTVFestival&ShanghaiInternationalFilmFestivalhavebroughtusgoodrelationswithothercitiesacrosstheland.WeAreNotAfterSize.WeAreAfterPerfectionDSBisnotahugeagency.Ithaslessthan30people.Butit’srightthatcoreteamthatwetakestrongpridein.Wedon’tturntonewclientseasily.ToprovidegoodsatisfyingservicetoourcurrentclientswhomwealwayscherishisthebestbenefitanddevelopmentforDSB.DSBnowservesonly5clients,buteachoneofthemisaworld-widefamousbrand.TheBrandWeServeSiemensHomeAppliancesKodak(All-ChinaPublicRelations)CarrierAirConditioningMitsubishiElevatorShanghaiInternationalTVFestival, ShanghaiInternationalFilmFestivalDSB&SiemensHomeAppliancesEventhoughDSBisnotthesoleagencyforBSH,thegrowing-upofDSBcanneverhappenwithoutBSH.SiemensHomeAppliancesisindispensableinthesoaringoftheDSBreputationinitscircle.MorethanhalfoftheAward-winningworksdonebyDSBin1998camefromthetrustfromBSHinDSB.Somethingweneedtosayisallofthecreativeworksthatwe’vedonestrictlyadheretothebranddefinitionandaccuratelyaimingatthetargetconsumers,wearenotdoingcreativeworkforprize-winning,ofcourse.DSB&SiemensHomeAppliancesKeymembersonourSiemensTeam:SiemensisDSB’smosttreasuredclient.SothebrandteamisheadedbyourGeneralManagerhimself.DSB&SiemensHomeAppliancesAccountdirector:Mr.StoneYangAge:30InAdBusinessfor:6yearsBrandsserved:Wella Uni-leverfood,General,Samporefrigerator,Sampowashingmachine,Carrier,MitsubishiElevator,SiemensHomeAppliances.CoremembersofourSiemensTeamAccountManager:Mr.FengXieAge:28InAdBusinessfor:5yearsBrandsserved:Wella

ChanghongElectronics,Meilingrefrigerator,ChinaTelecom,ChinaUnicom, SiemensHomeAppliancesDSB&SiemensHomeAppliancesCreativedirector:Mr.XiaoyunChenAge:37InAdBusinessfor:5yearsBrandsserved:KFC,General,Dove,Pond’s,Hazeline,Uni-lever,Kodak,Squibb,Duracell,Carrier,MitsubishiElevator,SiemensHomeAppliances.CoremembersofourSiemensTeamArtDirector:Mr.YinLiuAge:37InAdBusinessfor:15yearsBrandsserved:KFC,General,Dove,Pond’s,Hazeline,Uni-lever,Kodak,Squibb,Duracell,Carrier,MitsubishiElevator,SiemensHomeAppliances.1999SIEMENSNewRefrigeratorLaunchCampaignPreparedfor:BSHHomeAppliancesCo.,Ltd.Preparedby:DSBAdvertisingDate:January,1999ContentMarketandcompetitoranalysisConsumers’’U&ABranddefinitionProductcoreconceptCommunicationstrategyMediastrategyPromotionplanSchedule“HomeofService””SystemASSplanMarketandCompetitorAnalysisAmong180L-280L:1999potentialvolume:7.5mil180L-280L:75%(5.6mil)others:25%(1.9mil)Haier1999estimatedshareofHaier:40%(2.2mil)MarketAnalysis180-280LOthers75%25%Remarks:Theabovefiguresareestimatedbasedonthestatisticsof1998Source:LinkSurveyOthersIngredientsofHaier’smarketshareMedium-price:48%1.05milHighlycompetitiveRongshenMeilingNationalElexSharpXinfeiHigh-price:52%1.15milDominantadvantage:NostrongrivalsExpensiveimportedbrands(Rmb1,000higher)NationalSharp1999NewSiemensRFpotentialvolume:1.15milMarketAnalysisSource:LinkSurveySIEMENSStrongPOPsupportNewproductsdevelopmentStrengthofenterprisesHaierSIEMENSElecxAfter-sales-serviceCompetitorAnalysisHighpriceHighqualityIfSiemenscantakeup17%withinhigh-priceRF，theobjectiveof0.19milvolumecanbeachieved.CompetitorAnalysisSummaryThemajoropportunitycomesfromthehigh-pricemarketdominatedbyHaier。Total99potentialvolumeofSiemens’’targetmarket:1.15milHaier’sbrandrevealsthestrengthofanenterprise,whileitsproductisonepackagedwhichsharesthesimilaritywithotherbrands.Tosnatch17%shareinhigh-pricemarketandachieve0.19milsalesvolumein1999,SiemensisrecommendedtochallengeHaierwithhigh-qualityproductsandsimilarprice.CompetitorAnalysisToachievethetargetof0.19milsalesvolume,weshouldconsider：TheweakpointofHaierBreakthroughpointThestrengthofbrandandproductofSiemensOurnailHowtoefficientlycause(urge)targetconsumerstochangebrandthroughcommunicationstrategyOurhammerBrandLargegroup－－－strengthGoodafter-salesservice－－care,respect,reassuranceGoodon-siteexhibition－－－powerContinuousnewproductsdevelopment－－－advancedtechnologyTheadvantageofHaierProductThevarietyofstyles－－－moreoptionsHighprice－－goodqualityExporttrend－－－－aworldwidebrandThelargenumberofbuyers－－－reassuranceCompetitorAnalysisCompetitorAnalysisThedisadvantageofHaierBrandPerceivedimage－－－－child,youngmen,youngwomen(obscure,notintegrated)Brandrecognition－－－mainlyonthestrengthoftheenterpriseinsteadofthebranditselfProductsmalldifferentiationwithotherbrands。。Easiertochangeconsumers’behaviorSiemenscandifferentiateitselfwithHaierConsumers’’U&AConsumers’’U&ASix-steppurchaseprocessTriggerConsiderSearchChooseBuyExperienceUpgradeorchangeoldrefrigeratorNewlymarriedKeymotivator:-nonegativeassociation-newbenefitsIn-storeinfluences-salesman-posters-counterLifestyleTVCWOMSize/typeBrandPriceFeaturesFunctionsPriceBrandPressQualityassuranceBrand/ProducerPricePricePOS-pointofsalesAfter-salesserviceAnyproblemsAshortlistofbrands1-2topofmindProblemsolvingKeymotivator:-solveallcurrentproblems-newbenefitsSelf-improvementSelf-maintenanceAnyrelatedinformationFitwithpreviousexpectation?Consumers’U&APurchasecriteriaQualityFeatures/FunctionsSizePriceConvenientusageAftersalesserviceBrandManufacturerQuiteafewfactorsarebeingconsideredwhenpurchasingarefrigerator.Consumersneedtobeprovidedasmuchinformationaspossible.Directandconcreteinformationiswhatconsumersneed.Convenientmessagedeliveryisagoodhelp.Consumers’U&ASourceofawareness0.00%20.00%40.00%60.00%80.00%POSWOMTV+NPOtherWhyon-siteexhibitionworks?-TVCisofinsufficient,similarandconfusinginformation-Carefulon-sitecomparisonisneeded-Therecurringmeasuringwhiledeterminingtobuy-Mostofthecurrentprintadsaimatonlyonebenefitpointatatime,whichmakesitdifficultforconsumerstohaveaoverallknowledgeoftherefrigerator.Consumers’U&ASummaryTheidealbrandlistisaccomplishedinthephaseofinformationaccumulation.Clearandoverallinformationisamust.Theinitialdecisionismadeinstoresaftercomparison.Theon-siteexhibitioncandirectlyaffecttheconsumers’opinion.ThereisrecurringmeasuringwhilemakingfinaldecisionAgedbetween30and45,theownerofrefrigeratorwithaharmoniousfamily,higherlivingstandardthanothersandbefore,caringabouthispublicimageandeagertoberespected,easytobeattractedbymodernproductsbutlackofjudgement,wishingtobetoldtherealbenefit,regardingdinnerasanimportantpartoflife,toobusytogotomarketsfrequently,isafterrichervarietyoffood,takingrefrigeratorashispartnerofenjoyingthelife.CommunicationTargetDescriptionBrandDefinitionThedifferencewithformerbranddefinition:Former:self-centered,takingprideingivingashonor,someonewhoistoofarfromconsumers,anintangibleidolCurrent:keepingintouchwithyou,anindeedfriendHeisaversatileengineerandinventorwithrichexperience,aneasy-goingmaninreallifeof40yearsold.Friendsorneighborslikeaskinghimforhelpwhileintrouble.Healwaysintroduceyouthelatesttechnology,andteachesyouhowtorecognizeandusethemostadvancedlivingappliance.Apreciousconsultantofyourlife.ProductConceptProductConceptConsumers’needsFridge-flexibleshelves,gooduseofspace-smellnotmixed不不串串味-somesmalltightly-sealedtrays/boxes/drawersneededforsomespecificissues需要小小的密密封盒盒/抽抽屜-removableandwashablerubberring可可拆卸卸門封封條Freezer-separatetransparentdrawers透透明隔隔離抽抽屜-fast-freezing速速凍凍-ice-making制制冰ThenewSiemensRFfullymeetsthevariousstorageneedsofconsumersSource:ACNielsenSiemens-Delicatedesignfrominsideout-Uniqueandpracticalfunctions-ECP-LED-Memoryalarm…CompetitorHaier-power-saving-No-frost-CFC-free-fresh-keeping-Health-NutritionConsumer28-45old，，householdincomepermonthaboveRMB2500,theycaremoreaboutthefunction,price,capacity.Beconcernedaboutafter-saleservice,theattractionofbrandtothemismerelyasupplement.Theyareafterahigherlife.AnintellectualRFwithelaboratedesigneverywhere處處設(shè)設(shè)計精精到的的智能能冰箱箱ProductCoreConceptCommunicationStrategyKeyIssueinCommunicationHowtopromptHaier’sconsumerschangebrandinstore?如何促使Haier的消消費者者在店頭轉(zhuǎn)換換品牌？CommunicationStrategyRoleofcommunicationUsebrandtospursalesTheformerbranddefinitionisintangibleFarfromtheconsumersComparedtoHaier,Siemenselectricapplianceisnotwell-knownenoughLongtermisrequiredtosetupabrandReinforcethebrandawarenesspurelyTheAdeffectwillbeneglectedinpeaksalesseasonHighAdinvestmentwithloweffectUnabletoconveythemessageconsumersreallycareaboutUnabletoassuretheconsumersontheafter-salesserviceFocusmainlyonSPConsumersholdanegativeviewtowardsthepromotionutterlyforsales.PromotiontakesloweffectforlargeelectricalappliancelikeRF.Itwilleventuallyfallintothelow-pricecompetition,andwillfailtosupportitselfatthehigh-pricemarket.Haiercanrespondswiftly.Theweakpointofproductisconcerned.Directlyfaceourtarget，，thrustoutouruniqueleadingproducts,accumulateadvantageandbreakthroughtheHaierproductfrontline,getontotheidealbuyinglistofconsumers.直接面對目目標對象，，全面推出出產(chǎn)品英雄雄,進入消費者者購買清單單集中優(yōu)勢突突破海爾的的產(chǎn)品陣地地CommunicationStrategyFacetoFaceCommunication面對面面的溝溝通ThecarefulconsiderationofeachdetailGetontothebuyinglistdirectlyInfluencethedecisionprocessandinducetrialQualityguaranteeandafter-salesservicepromiseHowtopromptHaier’sconsumerschangebrandinstore?如何促使消消費者在店店頭轉(zhuǎn)換品品牌？CommunicationStrategyWherearewe?(Consumers’currentrecognitiontowardsSiemens）Siemensmakesfrige?Neverheardofit,probablyRMB1000higherthanHaier.Onlytherichcanafford.Whoisinchargeoftheafter-salesservice?It’stoofarfrommylife.Asamatteroffact,refrigeratorsfunctionsimilarlyandI’dratherchooseHaier.It’sbetterthantheaverageandmycolleaguesalsoboughtHaier.Iheardthattheafter-salesserviceofHaierisprettygood.Thoughit’sabitmoreexpensive,Icanaffordit.Ifeelsafewithit.Anditisalsonobleenough.CommunicationStrategyWherearewegoing?(TheexpectedfeedbackthroughAdcampaign)NowIknowwhatagoodfridgeislike.Germantechnologyisconsiderate,advancedandpractical.Theinteriorcomponentsareallmovableandcombinable.Drawersaretransparent.Afterpowerfailure,ittellsmethetowhatextentmyfoodhasgonebad.Thetemperaturecontrolisontheoutsideandcomputerized...thedesignissoelaboratethatthequalitymustbereliable.Haierseemstolacksomething.It’sgreatifIhavesucharefrigeratorathome.I’dlikeverymuchknowtheprice...CorebenefitCorebenefitElaboratelydesignedintellectualrefrigerator

Support Support -ECP智能溫控 -LEDdisplay -Memoryalarm -ElaboratedesignfromoutsidetoinsideContributionsRemarkableperformance,Justwhatyouwant.ExpectedfeedbackSIEMENSrefrigeratorconsidermyneedelaborately,IwillsuregotothestoretohavealookTheButtonSeeingisbelieving眼見為實MediaPR

Hotlineofservice-Goodcommunicationandconsultation-Introducethefunction,providethebuyingguide-CreatetargetconsumersarchiveFacetofacecommunication面對面的溝溝通-Useprintascoremedia,mixHPwithFP-Largeon-sitepostertoinformthegoingonsale-On-sitelight-boxasalong-termreminder-LargenumberofsoftAd-ThroughR600a,publicizetheenvironmentalprotectionofSiemens-TheITRFinthe21COn-siteexhibitionDemonstrationOn-siteactivitiesAfter-salesservice-Showproductadvantage-ShowtheHigh-tech-CreateanatmosphereforCommunications-Guidancenamecard-Guidancepresentation-functiondemonstration-Q&A-Productexhibition-“Takealookandmakeacomparison”-choosetheSiemenslife-sharetheSiemenslife-after-salesservicepromise-after-salesservicecard-hotlineUrgetheconsumerstoenterthestores,

seeingisbelieving,andchooseSiemensfromtheiridealbuyinglistCommunicationStrategyTheexpectedconsequence:I’dratherbuySiemensthanHaierPromotionPlanPromotionPlanPromotionplan1:Productdemonstration-takealookandmakeacomparisonObjective:Obtainconsumers’’interestrightinthestore,introducetheuniquefunctionsofSiemensRefrigerator.Place:StoreswithniceproductdisplaysinbigcitiesTimeweekendsallyeararoundafterproductlaunchingDescription:Afterdemonstrationbysalesgirls,consumerspinthewheeloffortuneandreadouttheresult,thenhewillbegivensomesouvenirs.SIEMENS西門子子冰箱箱杰出表現(xiàn)，，如你所愿愿西門子子冰箱箱杰出表現(xiàn)，，如你所愿愿SIEMENSPromotionPlanPromotionplan2：：choosetheSiemenslifeRoleofpromotionplanItmustbeconsistentwiththebranddefinitionofSiemensrefrigerator,abletoshowtheimpactofSiemensasaninternationalbrandandrelievepeople’’sresistancetowardspromotion.Toavoidanyfastreactiononcompetitors’side.TheprizesforthepromotionmustbeabletoshowthebondsbetweenSiemensrefrigeratorandthemodernlifeinthewestsoastotriggerofftheparticipants’longingthatkindofnoblelife.PromotionPlanPromotionplan2：choosetheSiemenslifePromotionobjectiveToinfluencethetargetconsumer'sdecision-makinginthebuyingprocess,sothattheychooseSiemensinsteadofHaier.PromotiontargetInquirersatPOSwithpurchaseintentTimeApril15,1999--July31,1999Place25majorcities200pointsofsalesPromotionPlanDescription:Instoreswithgoodproductdisplay,Siemenssalesgirlexplainsanddemonstratesaimingatconsumerwithpurchaseintent.Astoconsumerswithoutimmediatepurchasingdecision,giveapackageofSiemensrefrigeratorinformation.Totalvolumeis500,000units.Customerswhomailbacklotteryticket,withevaluationofsalesgirl,beforegivendate,willhavechancetogetaward.InAugust,amongcustomers,theelectionofthebestsalesgirl.PromotionPlanContentofinformationpackageSiemensrefrigeratorinformationbagAletterwithDr.Gutberlet’ssignatureSiemensrefrigeratorhand-outTherefrigeratorlotteryticketandcommentonsalesgirlsSiemensrefrigeratorVCDSiemensrefrigeratorsalesgirlnamecard.TargetaudienceenterdisplayareaServicegirlexplainanddemoScreeningGiveinformationsetElectbestservicegirlReadinformationPurchaser

AudiencewithoutpurchaseintentionAudiencewithpurchaseintentionMailbackLuckydrawPromotionprocedurePromotionPlanActivityevaluationAlarge-scalecampaignshouldbelaunchedwhentheproductisputonmarket.Thelargescaleitselfmayalsoplaybigrolesinthesecondarycitieswithoutthesupportofadvertisement.Theexpectedrate:15-20%rateofreclamationwithatotalof85000people.Maketheissuingrateandtherecoveringrateasthedualevaluationstandard,includingashoppingguideawardsetforsalesgirlswiththejudgementandevaluationfrombuyers,sotoguaranteetheeffectivenessoftheactivityaswellasimproveserviceprovidedbythesalesguides.PromotionPlanMarketshareofHaier,fromJantoOct,1998SP1Whattodo?Source:LINKSurveyPromotionPlanMainobjectiveEnhancesalesvolumeinoff-season；；producetheWOM。TargetSiemensownersandtheirfriendsintendingtobuyrefrigeratorsPeriodAugust15,1999-October5.1999Region:Top20cities(basedonsalesvolume)inthefirstphasePromotionplan3:SharethelifeofSiemensPromotionPlanPromotionplan3:SharetheSiemenslifecontentsSendeverySiemensuserfromtheconsumer’sarchivealetterwiththenameof“SiemensHomeofService”basedontheconsumersarchive.Thetotal：200,000(includingthewashingmachineusers--100,000）。Theletterincludes:Onethank-youletterwithMr.Gerke’’ssignatureA“SharetheSiemenslife””coupon(valuesRmb200）Anopinion-solicitingcardConsumerscanenjoyRMB200discountwiththecouponindesignatedstoresandcanalsoparticipateinthelottery-drawingwiththe““member-get-member”person.PromotionprocedureHomeofserviceReceivetheletterCoupondeliveredPurchaseFeedbackandlotteryMailbacktoHOSWOMAnalysisandevaluationPromotionPlanPromotionplan4:SupermarketcontactBackground:Asupermarketistheveryplacethatourtargetaudiencego,wherewecancontacttheminaneffectiveway.Objective:Developthestorerighttotheconsumers’’home,shortentheprocessofinformationcollectingandpurchase.Method:Havejointdirectsaleswiththelargestsupermarketsystemsineachcity.Chooselargesupermarketslocatedinhigh-classcommunities.Putuppostersandhandoutleafletsinsupermarkets.Advisethetargetconsumerstocontactthehotlinecenterortojustgotostorestomakeacomparison.Finallypurchaseinanearbysupermarket.MediaStrategyWhen?Rmb:’0000SeasonallyAnalysis(Jan97-Oct98)/categoryspending19971998PeakseasonPeakseasonThespendingtrendof98issimilartothatof97.MayandJunearepeakseason,whileafterAug,theinvestmentturnsdown.Rmb:’0000SeasonallyAnalysis(Jan97-Oct98)/Haier19971998PeakseasonContinuousandevenimpactin98ImplicationsHaierchangeditsadpatternin98-moreconsistentandeven.RecommendationsPeakseasoniswhatSiemensshouldfocusontosupportthenewly-launchedRF.NewYear’seveisalsoanopportunitytosustaintheimpactandstandoutfrommediaclutter.Where?MarketPrioritizationPrinciples-Prioritizekeymarketsintermsoffollowingfactors:1.MarketPotentialPopulationNumberofrefrigeratorsownedperhouseholdHouseholdincome2.CategoryMediaSpendingbymarketMarketPrioritizationSource:ChineseStatisticsYearbookof98MarketPrioritizationSource:ChineseStatisticsYearbookof98MarketPrioritizationSource:ChineseStatisticsYearbookof98MarketPrioritization/HierarchyGD,SH,SC,YN,SD,ZJ,JS,HeN,HuNLN,BJ,HuB,GX,HeB,FJ,AH,XJ,GS,XZNX,TJ,HLJ,JX,SaX,GuZ,JL,SX,HaN,NMG,QH33-44Highpotentialmarkets<33Lowpotentialmarkets>44KeymarketsWhat?Wesay,Print.(withthesupportofSoftAd)Whynotuseothermedia?Thehardnessofdetailmessagedelivery.ThesimilarinformationdeliveredbyTVCiseasytoconfuse.(RevealedbyrelevantresearchbyACNielsen)How?MixFullPagewithHalfPageFPisusedinlaunchingperiodHPisusedinsustainingperiodMaximizetheOTS,deepimpressionSustaintheAdimpactwithcontinuousreminderMediaStrategyWhen?ConcentrateonpeakseasonandNewYearEveApr-JulandOct-Dec99,pulsingcampaignpatterninoff-seasonWhere?ImportantmarketsandfocusonmajorprovincialcitiesWhat?DeployPrintascoremedia,withthesupportofsoftAd(furthernegotiationrequiredfortheavailability)How?UtilizeFPinlaunchingperiodtomaximizetheproductawareness,andHPinsustainingstagetoremindseasonalityregionalitymediaMixcreativeformatMediaSelectionCriteria/ConsumptionHabitsTarget:Shenyang,aged35-44,HHincomeRmb2500+%DailyNPReadershipSource:CMMS98MediaSelectionCriteria/CostEfficiencyComparisonCirculation(‘000)Readership(%)Coverage%ofNewsstandCPTC(HP,BW)ShenyangDailyShenyangEve30025045.4%36.8%SYanditsneighborhood10%35%183110SYanditsneighborhoodSource:ACNielsenRemarks:CPTCisfiguredoutbasedonthe98officialrateSoftAdAvailabilityCityPrintNameAvaPrice/wordRemarksBJTJSHGZLNSDJSHBHNZJBJEveNewsJinWanBaoXMEveNewsGZRibaoSYEveNewsQiluWanbaoYangtseEveChutiandushiDaHeDailyQJEveNewsNTBNNYTBNYYYYYRmb9.2remarks:N-unavailable,Y-Yes,TBN-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“TheHomeofService””ConceptTheConsumer’sperception消消費者認知知：Itisahouseholdappliancesorganizationwhichalwaystakestheinitiativetoshowlovingcaretomyneedsinlife.WhatIneedtodoisjustmakeaphonecall,andIwillgetallmyproblemssolvedtomysatisfaction,beitshoppingguidance,consultationortheafter-salesservice.Andtheyalsomailtomefromtimetotimethelatestinformationontheirproducts.Andthosefunparties.Theynotonlyprovideverygoodserviceinhouseholdelectronicproducts,andmakemefeelthesweetlifeinthebigSiemensfamilyaswell.“TheHomeofService””ConceptTheSalesHeadquartersPerception行銷銷總部認知：：TheHome-of-Serviceisaphoneshoppingcenterwheresalesdataarerenewedallthetime,whereourclientsfilesareestablishedandphonecontactismade,whereprofessionaltrainingisprovidedregularlytotheshoppingguides,hotlineoperatorsandtheaftersalesservicepeoplesoastogetourserviceimproved,andwhereadjustmentcanbemadeatanytimewhenrequiredbythesalesheadquarters.HomeofserviceListonthetargetconsumer’sshoppinglistDecisionofBuyingUsingafterbuyingStoreAttractionPhoneconsultationShoppingguidanceInformationPackagePromotionActivitiesPromotionPartiesStewardserviceSourceofgoodreputationUser’sexperienceHomeofServiceinThePurchaseCycleHomeofServiceinTheSalesCycleReturnvisitstoCustomersCustomers’ArchiveSalesStatisticsSalesHeadquartersStoresBefore-salesserviceAftersalesservicePRHomeofServiceTELmarketingcenterConsumerTheImportanceofthe“HomeofService”Basedonthefacetofacecommunicationstrategy,itexercisesitscontroloverthebefore-salesservice,buyingprocessserviceandafter-salesservicesoastomaximizetheresourceequipmentandserviceefficiency,soastochangetheoriginalafterwardaftersalesservicetothenewbefore-brandclientservice,tomakepassivenessintopositiveness,toshortenthedistancebetweencustomersandusincommunication,sothatagoodreputationofourswillbebuilttobecomeapowerfulweaponwhichhelpsboththesalesalsoouroverallservicelevel.SiemensAfter-Sales-ServicePlanPreparedfor:BSHHomeAppliancesCo.,Ltd.Preparedby:DSBAdvertisingDate:January，，1999ContentConsumeranalysisCompetitoranalysisQuestionandopportunitycoreconceptCorestrategyServicesystemcontentAfewkeylinksinexecutionLong-termplanofserviceConsumerAnalysisConsumersconcernaboutASSonthebasisoftheirbeingassuredwithproductqualityConsumersusuallycareaboutpromise,notcontent.ConsumerscompareamongASSofdifferentbrandsforpsychologicalbalance.Qualityistheessence.ASSisformentalcomfortinpurchasing.--Consumersexpectheart-consolingpromises.Experienced經(jīng)歷歷過過Homedelivery送送貨貨上上門門Helptoinstallandtestathome安裝裝調(diào)調(diào)試試Oneyearwarranty-includingchangeofparts(freeofcharge)免免費費更更換換零零件件Notexperienced未經(jīng)經(jīng)歷歷過過Phoneconsultation電電話話咨咨詢詢Serviceupontherequest隨隨時時應(yīng)應(yīng)邀邀上上門門服服務(wù)務(wù)Maintenanceathome,freeofcharge,onceayear免費費保保養(yǎng)養(yǎng)，，一一年年一一次次Reassurance放心，心里踏實Asenseofbeingtakencareof,andpaidattentionto為顧客著想，重視客戶Source:ACNielsenAddedvalue“Don’’tknowhowtousenewthings?CallASS,andletushelpyou.””Whatisexpected?希望望得得到到的的服服務(wù)務(wù)ConsumerAnalysisAftersalesservice售后后服服務(wù)務(wù)

Aftersalesmaintenance售后維修=Aftersalesservicedoesnotmeanunqualifiedproduct.售后服務(wù)并不意味著差的產(chǎn)品質(zhì)量Itismorelikeanexpert/consultanttakingcareofyou.它象一位專家或顧問一樣照顧你。-Warm-RespectbeingvaluedWorryabouttheinconsistentqualitywhichraelyexists.Man-madefactors人為因素-especiallykidsdamagecausedbyimproperuse使用不當Care-freeServicevalueConsumerAnalysisHaierconsumers’’attitudetoASS(Source:IMI)Brandowners’’perceptionofASSduringpurchasing(Beijing)OnereasonIchoseofbuyingHaierisforgoodservice,Idon’’tworrythatmuch.ConsumerAnalysisSiemensconsumers’’attitudetoASS(Source:salesgirlmeetinginShanghai)WanttobuySiemensMostinquireaboutASSDoortodoordelivery商場送貨上門DecidetobuySiemensSometurntoHaierSalesgirl導(dǎo)購小姐TimeofdeliverynotguaranteedTimenotguaranteed;Languageandbehaviornotstandardized.Complaint抱怨Installandtestathome上門安裝調(diào)試ConsumerAnalysisKeyreasonswhyworryaboutSiemensASSSiemenshouseholdappliancebrandawarenesslowJVbrandshaveworseASSsystemthanlocalbrands.Lackin-depthunderstandingoftheenterpriseNoword-of-mouthaccumulatingASSthemeCompetitivebrandHaierRongshidaXinfeiElecxLittleDuckInternationalstar-classservice國際星級一條龍服務(wù)Goldcardservice金卡服務(wù)Redcarpetservice紅地毯服務(wù)Greenchannelservice綠色通道服務(wù)Super-valueservice超值服務(wù)CompetitorAnalysisCoreconceptofcompetitivebrandserviceServicecontentkeepsexpandingandservicepromisekeepsupgrading.服務(wù)內(nèi)容不斷擴充，服務(wù)承諾不斷升級CompetitorAnalysisCompetitivebrandsservicecontent24-hourhotlineserviceAroundtheclockhomemaintenanceserviceBuildcustomer’’sarchive,payregularrevisit.Somebrandspayreturnvisitsin24hours。。LifetimehomeserviceWarrantyon1yearto3yearterms.Forsomebrands,it’’sfrom5to10years.StandardizeLanguageandbehavior,packagethem語言及行為進一步規(guī)范，并被包裝化CompetitorAnalysisServicelanguageandbehaviorHaier海爾“Five-Point”Proservice五個一服務(wù)Onestar-classservicecard一張星級服務(wù)卡Onepairofshoecovers一付鞋套Onerag一塊抹布onemat一塊墊步Onepieceofsouvenir紀念品Rongshida榮事達Thr