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“意義”和“個性”是什么

Whatthebrand“means”iswhatabrandgetscreditforintheeyesofconsumers—itsreputationacrossanumberofkeydimensions.品牌“意義”是指一個品牌在消費者心目中產(chǎn)生印象——即該品牌在幾個層面上聲譽(yù)。Whatthebrand“is”ishowwewoulddescribethebrand’sdominantpersonalitytraits—generallythosethatcorrespondtoitsprincipalmeanings.品牌“個性”那些與品牌意義相對應(yīng)特征。1英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第1頁WhyTheNeedForABrandFootprint?

為何需要品牌印記？Moreandmoremarketersarelookingfornewgrowthbyleveragingthepoweroftheirbrandnamesintonewterritories.GlobalBrandsarebeingbuiltthroughexpansionintonewgeographies.“Megabrands”or“Hyperbraands”arebeingestablishedacrossmultipleproductorservicecategories.

愈來愈多行銷人利用具牌力量進(jìn)入新領(lǐng)域，以創(chuàng)造新成長。全球品牌因為領(lǐng)域擴(kuò)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&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第2頁WhyTheNeedForABrandFootprint?

為何需要品牌印記？Thisexpansionputsrenewedfocusontheneedtoprotectbrandequity.

這種擴(kuò)張及延伸，讓我們必須重新重視并保護(hù)品牌資產(chǎn)。3英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第3頁WhyTheNeedForABrandFootprint?

為何需要品牌印記？Asbrandsareexpanded,therearepressuresofdilutionthatstemfrom:伴隨品牌擴(kuò)張，使品牌有被稀釋危機(jī)，這些危機(jī)原因以下：Theneedtoreexpressthebrandinthecontextofnewcompetitivesetsandnewcultures.必須就新競爭條件和新文化觀點來重新表現(xiàn)品牌。4英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第4頁

WhatAreThreeDimensions?

什么是品牌印記三個層次TheBrandFootprintreflectsthetruththatmostbrands—especiallypowerfulones—aremultidimensional.Theycontainmeaningsandassociationsthatarebuiltovertime.品牌印記所反應(yīng)一項事實是：大部分品牌—尤其是大品牌——都是多層次。它們包含了長久建立意義和聯(lián)想。5英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第5頁HowMuchofAFutureVision?

品牌印記遠(yuǎn)景怎樣？ThebrandFootprintismorethanaconsumer-basedtool.Itneedstoincorporatethethinkingofthe“brandowners”regardingthefuturecourseofabrand.

品牌印記不只是一個消費者對品牌看法，它更須考慮到把這個品牌“品牌擁有者”對該品牌未來看法。6英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第6頁HowMuchofAFutureVision?

品牌印記遠(yuǎn)景怎樣？Forestablished,dominantbrands,theFootprintwillinevitablybebuiltaroundexistingpositiveassociationsofheavyusersofthebrand.HeretheprimaryroleoftheFootprintistoexpressthesemeaningssoeveryoneisinsyncwithwhattoprotectandwhattoleverageasthebrandisexpanded.對已建立起來領(lǐng)導(dǎo)品牌而言，印記當(dāng)然是建筑在當(dāng)前重級使用者對此品牌看法。這種情形下，印記主要角色是把這些意義表示出來，讓每個人同時都知道當(dāng)這個品牌擴(kuò)張或延伸時，要保護(hù)什么，以及利用什么品牌價值。7英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第7頁HowMuchofAFutureVision?

品牌印記遠(yuǎn)景怎樣？Forsomebrands,however,theremaybeaneedtoaddmeaningoradjustexistingmeaningstoallowforexpansionorsimplytomakethebrandmoredynamic.對一些品牌來說，可能必須增加意義或調(diào)整原有意義，以利于擴(kuò)張或只是讓該品牌變得更具時代性。8英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第8頁HowMuchofAFutureVision?

品牌印記遠(yuǎn)景怎樣？Ultimately,thefinalbalancebetweenexistingvs.desiredmeaningsisastrategicdecision—builtonthebrand’sconsumertruthandadjusted,whereneeded,toprovidethevisionandinspirationforfuturegrowth.

最主要是，平衡這個品牌現(xiàn)存意義及理想意義，就是一項策略性決定。即建立在該品牌消費者真實面上，并加上必要時調(diào)整，方便為該品牌未來成長之要求提供一個遠(yuǎn)景與靈感。9英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第9頁ExampleForexample,keycreditcardcategorydriversare:thesourceofaspiration,theworldofusage,andthefunctionalroleofthecard. AmexandvisaFootprintsshowhowthebrandsaredistinguishedonthesedimensions:10英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第10頁ExampleAmericanExpressBrandFootprint

AmericanExpressmeansMembership

TheBusinessLife

TheChargeCard AmericanExpressisProfessional

Worldly

Responsible11英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第11頁ExampleVisaBrandFootprint

VisameansEverywhere

TheHighLife

TheCreditCardVisaisSociable

Stylish

On-The-Go12英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第12頁Thesellingstrategy

銷售策略13醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第13頁WhatIsTheRoleofTheSellingStrategy?

銷售策略飾演角色怎樣？TheSellingStrategyisadisciplinethatissingle-mindedlyfocusedongeneratingbrand-buildingideas.Ideasthatattractbrandcustomersandbuildbrandfranchises.Ideasthatcreatebrand(andmarketplace)dominanceinconsumer’smind.銷售策略是一個建立品牌概念單一且專注方法。所謂品牌概念是指能夠吸引消費者，而且建立品牌忠誠度，讓消費者產(chǎn)生深刻印象意念。14英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第14頁WhatIsTheRoleofTheSellingStrategy?

銷售策略飾演角色怎樣？TheSellingStrategycanbeputtoworkatmanydifferentlevels.Atthehighestlevel,itcanbeusedtorevealthecorebrandideathatformstheheartofabrandimagecampaign.ButitcanalsobeusedeffectivelytodevelopSellingIdeasfortheproductsthatcreatecompetitiveadvantageforbrands.

銷售策略可利用于不一樣層次。在最高層次，它可用來展現(xiàn)組成品牌形象活動關(guān)鍵最主要品牌概念。一樣地，它也能夠有效地用來為不一樣產(chǎn)品或服務(wù)發(fā)展銷售概念，并替品牌創(chuàng)造競爭優(yōu)勢。15英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第15頁WhatIsTheRoleofTheSellingStrategy?

銷售策略飾演角色怎樣？Thus,whilethereshouldalwaysbeasingleBrandFootprinttodefinethebrandessenceinanymarketorregion,therecanbeanynumberofSellingStrategies.ByworkingwithintheframeworkofbrandvaluesestablishedintheFootprint,theybothsupportandleveragethepowerofthebrand.

即使在任何市場或區(qū)域，都應(yīng)該有一個單一品牌足跡來定義品牌本質(zhì)，但銷售策略則不限定有幾個。籍有在品牌足跡所建立品牌價值架構(gòu)內(nèi)作業(yè)，品牌足跡與銷售策略這二者，也同時支持并提升了品牌力量。16英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第16頁TheSellingStrategyModel

銷售策略模式TheSellingStrategyModeliscomposedoffivecriticalcomponents：銷售策略模式是由五個主要部份所組成：TheBrandPosition品牌位置TheBrandObjective品牌目標(biāo)TheSpecificRoleOfTheAdvertising廣告擔(dān)任角色TheSellingIdeaPlatform銷售概念架構(gòu)TheSellingIdea銷售概念17英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第17頁TheBrandPosition

品牌位置Theperceptualspacethatthebrandholdsintheconsumers’mindatthebeginningoftheSellingIdeadevelopmentprocess.

銷售概念發(fā)展過程開始之前，品牌在消費者心中認(rèn)知地位。18英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第18頁ExampleExamples:

Brand BrandPosition

Marriott A“vanilla”hotel Motorola Atechnologymanufacturer MasterCard Myothercard19英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第19頁TheBrandObjective

品牌目標(biāo)Theperceptualspacethatwewantthebrandtooccupyintheconsumers’mind.我們希望品牌在消費者心中所占據(jù)認(rèn)知位置。20英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第20頁ExampleExample:

Brand BrandObjective

Marriott Amemorableexperience Motorola Theleadingbrandinmobilepersonalcommunications MasterCard AcardIfeelgoodabout21英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第21頁TheSpecificRoleOfTheAdvertising

廣告擔(dān)任角色Theroleoftheadvertisingmayvarygreatlyinscope.Itmayentailafundamentalrestagingofthebrand,theaccentuationofanunder-leveragedelementintheBrandFootprint,theintroductionofabrandorlineextension,oraspecifictacticalresponsetolocalcompetitiveactions.

廣告角色可能有相當(dāng)大范圍差異。它可能負(fù)擔(dān)重新定義一個品牌任務(wù)、強(qiáng)調(diào)品牌足跡中尚待提升一個元素、引進(jìn)或延伸一個品牌。或可能戰(zhàn)術(shù)性地回應(yīng)競爭品牌活動。22英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第22頁ExampleExamples:

Brand RoleofAdvertising

Marriott TogetgueststostoptakingMarriottforgranted Motorola Tomake“brand”Motorolaasstrongasitsmarketshare MasterCard Togiveanemotionallybankruptbrandaheart

23英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第23頁TheSellingIdeaPlatform

銷售概念架構(gòu)ThecriticalelementsweneedtoknowabouttheconsumerandthebrandinordertoconceivetheSellingIdeaanddeveloptheadvertising:為了構(gòu)思銷售概念并發(fā)展廣告，我們需要知道以下與消費者及品牌相關(guān)主要元素： A.TheConceptualTarget概念性目標(biāo)客層 B.TheCoreDesire最關(guān)鍵欲望 C.HowTheBrandBestFulfillsTheCodeDesire品牌怎樣最完美地滿足最關(guān)鍵欲望 D.TheCompellingTruth強(qiáng)而有力支持事實24英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第24頁TheSellingIdeaPlatform

銷售概念架構(gòu)

A.TheConceptualTarget

概念性目標(biāo)客層The“naturalconstituency”forthebrand:thenaturalgroupingofconsumersboundbyacommonorientationtowardthecategoryand/orthebrand.他（她）們是對于某一個類別及/或品牌含有共同傾向而自然形成組合，也是品牌“必定”用戶。25英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第25頁TheSellingIdeaPlatform

銷售概念架構(gòu)

B.TheCoreDesire

最關(guān)鍵欲望TheCoreDesireisthemostrelevantdesire,need,hope,orfearoftheconceptualtargetthatthebrandcanmeaningfullyaddress.它是概念性目標(biāo)客層最關(guān)切欲望、需求、希望或恐懼，而且是品牌能夠有意義加以處理。26英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第26頁TheSellingIdeaPlatform

銷售概念架構(gòu)

B.TheCoreDesire

最關(guān)鍵欲望 TheCoreDesirerepresentsthedeepest,mostpowerful,emotionalbenefitthattheConceptualTargetreceivesfromthebrand.關(guān)鍵欲望代表概念性目標(biāo)客層能從本品牌取得最深切、最有力、最富情感利益。27英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第27頁TheSellingIdeaPlatform

銷售概念架構(gòu)

D.TheCompellingTruth

強(qiáng)而有力支持事實Thecompellingtruththatprovidesthekeyevidencethatsupportsthebrand’sroleinsatisfyingtheCoreDesireoftheConceptualTargetbothinfunctionandbrand.“無庸置疑事實”，在滿足概念性目標(biāo)客層關(guān)鍵欲望時，品牌所擔(dān)任角色之強(qiáng)而有力支持事實。28英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第28頁ExampleCompelling

FunctionalTruthSpecificTruthBrand

Performance“Preventsheartdisease”BayerAspirin

FunctionalTruthSpecificTruthBrand

CompanyValues“WereallycareaboutyouJohnson&Johnsonandyours” BrandMyth “MarlboroCountry”MarlboroCigarettes29英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第29頁WhatIsASellingIdea?

什么是銷售概念A(yù)SellingIdeaisastrategicconceptthatfocuseseverythingwehavelearnedaboutwhatthebrandneedstomeantoconsumersintoasinglehighlyfocusedstrategicideathatexpressesexactlywhatwewishtheadvertisingtosaytoconsumers.

銷售概念是一個策略性概念。它將我們所知道一切相關(guān)品牌在消費者心中所須達(dá)成意義與印象，集中成一高專注策略性概念與想法，進(jìn)而表示我們希望廣告到底要對消費者說什么。30英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第30頁Examples Brand SellingIdeaCreativeIdea 7-Up“AnOccasionalAlternativetoCola”“TheUncola” Pepsi(1997)“TheOfficialGenerationXCola”“GenerationNext” Microsoft“AccesstoInformation”“Wheredoyouwanttogotoday?”31英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第31頁1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationToolsFootprintSellingStrategy4.

Brand/ProductCommunicationStrategyBecombion/BecombionVitaminBComplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTactics32英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第32頁Becombion33醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第33頁VitaminsMarketOverviewTheOTCmultivitaminsmarketisestimatedtobeRMB269mn(US$33mn)34英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第34頁ProductProfileProductcategory:healthfoodtheorderofproducts(nutrition)mentionedbyconsumers(withaidedorunaided?):Calcium,Codliveroil,Multivitamin,VitC,IronandVitBcomplex.OurConcern:Theyarepossiblyourpotentialcompetitors!!!35英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第35頁MultiVitBingredients:B1,B2,B3,B6,B12thefunctionsofeveryingredientsabove(pls.refertoclient’sbrieffordetailedinformation)OurConcern:Thefunctionsareslackandlackofconsistence.ProductProfile36英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第36頁Productform:syrupCurrentlyNoVitBcomplexsyrupisfoundinGZOurConcern:Quitenewproductform;moresuitableforchildrenProductProfile37英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第37頁GeographicaltargetareaTargetedcities:SZ,GZ,thenrollouttoPRDOurConcern:HigherincomelevelinSZandGZthanotherinlandcitiesFoodsupplementmarketismoremature“Onlyfoodisnotenoughformydailyvitaminconsume”38英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第38頁SWOT

Strengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodWeaknessrelativelyhighprice(comparedwithlocalproducts;dailycostRMB1.5)promotionsinthehospitalarelimiteddifficulttosumupintooneUSPOpportunitylesscompetition(intermsofVBcomplex)theawarenessofimportanceofvitaminsisincreasingThreatslowpricestrategyoflocalproduct39英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第39頁Becombion

品牌印記(BrandFootprint)

40醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第40頁Becombion

品牌意義Becombion意義就是來自德國默克復(fù)合維生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion意義就是B族維生素均衡糖漿BecombionmeansVitaminBcomplexbalancedsyrupBecombion意義就是構(gòu)筑兒童均衡發(fā)育基礎(chǔ)Becombionmeansaveryimportantbasisforchildren’sbalancedgrowth41醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第41頁Becombion品牌個性Becombion是維生素教授BecombionistheexpertofVitaminBecombion是全方面合理BecombioniscomprehensiveandequitableBecombion是嚴(yán)謹(jǐn)Becombionissevere42醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第42頁品牌意義Becombion意義就是來自德國默克復(fù)合維生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion意義就是B族維生素均衡糖漿BecombionmeansVitaminBcomplexbalancedsyrupBecombion意義就是構(gòu)筑兒童均衡發(fā)育基礎(chǔ)Becombionmeansaveryimportantbasisforchildren’sbalancedgrowth品牌個性Becombion是維生素教授BecombionistheexpertofVitaminBecombion是全方面合理BecombioniscomprehensiveandequitableBecombion是嚴(yán)謹(jǐn)BecombionissevereBecombion43英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第43頁Becombion

銷售策略(SellingStrategy)44醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第44頁Becombion

銷售策略(SellingStrategy)品牌位置：來自德國默克復(fù)合維生素B均衡糖漿TheBrandPosition:VitaminBComplexBalancedSyrupcomingfromGermanMerck45醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第45頁Becombion

銷售策略(SellingStrategy)品牌目標(biāo)：兒童均衡發(fā)育基礎(chǔ)營養(yǎng)源TheBrandObjective:TheBasicNutritionResourceOfChildren’sBalancedGrowth46醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第46頁Becombion

銷售策略(SellingStrategy)廣告角色：向消費者傳達(dá)“復(fù)合維生素B與兒童均衡發(fā)育息息相關(guān)”概念TheSpecificRoleOfTheAdvertising:Deliverthemessagethatchildren’sbalancedgrowthiscloselyboundupwithVitaminBcomplex47醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第47頁Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：A）概念性目標(biāo)客層/慎重母親TheConceptualTarget/CarefulAndCaringMothers48醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第48頁Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：D）強(qiáng)有力支持事實(TheCompellingTruth):功效上：中國市場上唯一糖漿型復(fù)合維生素B產(chǎn)品Function：TheonlysyruptypeforVitaminBComplexInChinaMarket49醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第49頁Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：D）強(qiáng)有力支持事實:品牌上:默克是維生素C發(fā)覺者TheCompellingTruth:MerckisthediscovererofVitaminC

50醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第50頁Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：B）最關(guān)鍵欲望：希望孩子發(fā)育盡善盡美TheCoreDesire/HopeMyKidsGrowPerfectly

51醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第51頁Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：C）品牌怎樣最完美滿足最關(guān)鍵欲望：Becombion全方面補(bǔ)充維生素B族營養(yǎng),改進(jìn)孩子胃口，幫助孩子均衡發(fā)育HowTheBrandBestFulfillsTheCoreDesire：BecombionprovideschildrenwithcomprehensiveVitaminBcomplexnutrition,helpsstimulateappetiteandgrowinabalancedway.52醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第52頁Becombion

銷售策略(SellingStrategy)銷售概念:構(gòu)筑兒童均衡發(fā)育基礎(chǔ)TheSellingIdea:Becombionhelpstoconstructingthefoundationofchildren’sbalancedgrowth.

53醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第53頁Becombion

銷售策略(SellingStrategy)創(chuàng)意概念:讓兒童均衡發(fā)育均衡發(fā)育從維B開始AdWorks:LetChildrenGrowInaBalancedWay.

54醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第54頁SevenSeasMultivitaminSyrup55醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第55頁Productcategory:healthfoodIngredients:basement:codliveroil(fromdeepsea)supplement:VitA,B1,B2,B3,B6,C,D,EFlavor:Orangeflavor(realorangejuice)ProductProfile56英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第56頁OurConcern:7sMVSismorethantraditionalfishliveroil.ProductProfile57英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第57頁PotentialCompetitorsfor7sMVStheorderofnutritionmentionedbyconsumers(withaidedorunaided?):Calcium,fishliveroil,Multivitamin,VitC,IronandVitBcomplex.58英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第58頁OurConcern:DifferentfromVitB,thenecessaryoffishliveroilismuchgreaterinconsumers’mind,thoughtheymaybecan’tnameitsfunctionsindetails.Themarketoffishliveroilismoremature.PotentialCompetitorsfor7sMVS59英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第59頁RealCompetitionThemajorplayersinthemultivitamincategoryare: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CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第60頁Consumer’sAttitudeResearchesshowthemajorityofmothersareinterestedinproductconceptGZ:“helpsstimulateappetite”;”containscodliveroil”;”helpsbraindevelopment”SZ:“containsmanyessentialvitamins”;“containscodliveroil”;“helpsinstrengtheningboneissue”61英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第61頁Thebuyingintentionofproduct:GZ:65.6%;SZ:77.6%Theperceivedprice:aroundRMB62/perbottleConsumer’sAttitude62英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第62頁GeographicalTargetArea1sttargetcities:SZ,GZ,thenrollouttoPRD2ndtargetcities:SHandBJ(launchedinlate)63英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第63頁SWOT

Strengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodlessdosagecontainsmanyessentialvitaminsbasedoncodliveroilWeaknessproductfunctionisdifficulttomeasurebrandawarenessislow,can’tsupporttheproductpromotionsinthehospitalarelimitedOpportunity

importedproductwithfairpricetheawarenessofimportanceofvitaminsisincreasingThreatsstrongcompetition(likeSquib,Whitewall)64英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第64頁SevenSeas

七海

品牌印記(BrandFootprint)

65醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第65頁SevenSeas七海

品牌印記(BrandFootprint)

品牌意義

七海意義就是來自深海各種維生素魚肝油

SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea

七海意義就是抗污染

SevenSeasmeansanti-pollution

七海意義就是可口橙味

SevenSeasmeanstastywithsweetorangeflavor

66醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第66頁SevenSeas七海

品牌印記(BrandFootprint)

品牌個性

七海是有益

SevenSeasisbeneficial

七海是健康

SevenSeasishealthy

七海是可愛

SevenSeasislovely

67醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第67頁SevenSeas

品牌意義

七海意義就是來自深海各種維生素魚肝油

SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea

七海意義就是抗污染

SevenSeasmeansanti-pollution

七海意義就是可口橙味

SevenSeasmeanstastywithsweetorangeflavor品牌個性

七海是有益

SevenSeasisbeneficial

七海是健康安全

SevenSeasishealthysafety

七海是可愛

SevenSeasislovely

68英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第68頁

SevenSeas

七海

銷售策略(SellingStrategy)

品牌位置：來自深海各種維生素魚肝油兒童

保健糖漿

BrandPosition:ThedeepseaFishLiverOilHealthSyrupwithmulti-VitaminsForChildrenOnly

69醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第69頁SevenSeas

七海

銷售策略(SellingStrategy)

品牌目標(biāo)：純凈有益兒童營養(yǎng)必要補(bǔ)充劑

BrandObjective:Anti-pollutionAndNaturalNutritionSupplementNecessaryForChildren’shealth

70醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第70頁SevenSeas

七海

銷售策略(SellingStrategy)

廣告角色：告訴消費者七海不是普通魚肝油

TheSpecificRoleOfTheAdvertising:TelltheconsumerthatSevenSeasisnoordinaryfishliveroil

71醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第71頁SevenSeas七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

A）概念性目標(biāo)客層：了解魚肝油母親

TheConceptualTarget：learnedMothersOnFishLiverOilKnowledge

72醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第72頁SevenSeas七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

B）最關(guān)鍵欲望:希望自己孩子不普通

TheCoreDesire:

“Mychildisnoordinarykid！”.

73醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第73頁SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

C）品牌怎樣最完美滿足最關(guān)鍵欲望:經(jīng)過塑造七海不是普通魚肝油品牌形象來滿足消費者希望孩子不普通心理需求

HowTheBrandBestFulfillsTheCoreDesire:SevenSeassatisfiestheconsumer’spsychologicalneedswhichhopingherkidisnoordinarybybuildingsevenseas“noordinary”brandimage

74醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第74頁SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

D）強(qiáng)有力支持事實:

功效上:含有各種主要維生素和深海魚肝油成份

TheCompellingTruth:

Function:HaveTheIngredientsOfMulti—vitaminsAndFishliverOilComingFromTheDeepNorthSea

75醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第75頁SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

D）強(qiáng)有力支持事實:

品牌上:來自德國默克

TheCompellingTruth:

Brand:FromGermanMerck

76醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第76頁SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念：不普通魚肝油

TheSellingIdea:

NoOrdinaryFishLiverOil

77醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第77頁SevenSeas

七海

銷售策略(SellingStrategy)

創(chuàng)意概念：七海寶寶更出眾

TheCreativeIdea:

Outstandingsevenseas，outstandingkids

78醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第78頁DrFreemanCough&ColdSyrupforChildren79醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第79頁Cough&ColdMarketOverviewThemarketishuge:RMB876mn(98’)80英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第80頁

圖示結(jié)論：1、不論男性被訪人群,還是女性被訪人群感冒前絕大多數(shù)人都有感冒前兆或感冒癥狀2、其中有輕度癥狀者占絕大多數(shù)，男性為59.5%,女性為60.0%3、能夠推斷——幾乎全部些人感冒前都有或多或少癥狀SettingsofConsumptionbytheWholeSample:

Number：511GenderGroup：16----60SOURCE:IMI81醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第81頁

LocationofBuyingColdMedicineBytheWholeSample:Number：510GenderGroup：16----60歲MultipleAnswers,sopercentmayextra-100%圖示結(jié)論：1、70.7%男性以及72.4%女性會在藥店購置感冒藥,所以可推斷——不論男性還是女性，購置感冒藥首選場所均為藥店,其次為醫(yī)院或診所2、男女消費者在購藥場所選擇方面性別差異不大SOURCE:IMI82醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第82頁

TheHabitofKeepingColdMedicineatHome:Number:624Say“Yes”:508Say“No”:116圖示結(jié)論：81.4%被調(diào)查家庭在家中備有感冒藥,只有18.4%被調(diào)查家庭沒有此習(xí)慣,所以可推斷——感冒藥是大多數(shù)家庭日常必備藥。SOURCE:IMI83醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第83頁Rankingoftheidealbrandsorkinds84英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第84頁WhichSeasontoPronetoCatchColdThePeakSeason:winter;spring;theinterimbetweentheseasons85英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第85頁Itfunctionsincoughandcoldanduptonow,nootherproductsclaimtohavethesetwofunctionsonly.Inthemarketofcoughsyrupandcough&cold&feversyrup,wehavekeycompetitorsasbelow:coughsyrup:IsedylfromUnitedLaboratory;JinMinChildrensyrup,ShenquCoughSyrupandTaijiCoughSyrupcough&cold&feversyrup:Tylenol,Bufferin,XiaobaiProductProfile86英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第86頁OurConcern:DrFreemanCough&ColdSyrupforChildrenaimsattheearlystageofcold;DrFreemanisthesub-brandofmerckonlyforseriescough&coldproducts.87英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第87頁SWOT

StrengthLowPriceUniqueFormulaGoodqualityWeaknessnobrandawarnesstosupporttheproductOpportunity

Concentrateeffectontheearlystageofcoldlargecold&coughmarketCompetitivevoiceisnotnoiseinSandongwelldevelopedretailenvironmentThreatsstrongcompetitionStrictregulatorycontrolonA&Pactivities88英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第88頁

Dr.Freeman

品牌印記(BrandFootprint)

89醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第89頁

Dr.Freeman

品牌印記(BrandFootprint)

品牌意義

Dr.Freeman意義就是來自德國感冒藥

Dr.FreemanmeansafludrugfromGerman

Dr.Freeman意義就是醫(yī)生推薦使用

Dr.Freemanmeansdoctor’srecommended

Dr.Freeman意義就是治療兒童傷風(fēng)和咳嗽糖漿

Dr.Freemanmeansacold&coughsyrupforchildren

90醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第90頁

Dr.Freeman

品牌印記(BrandFootprint)

品牌個性

Dr.Freeman是感冒藥教授

Dr.Freemanistheexpertoffludrugs

Dr.Freeman是可信

Dr.Freemanisreliable

Dr.Freeman是認(rèn)真負(fù)責(zé)

Dr.Freemanisconscientious

91醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第91頁Dr.Freeman品牌意義

Dr.Freeman意義就是來自德國感冒藥

Dr.FreemanmeansafludrugfromGerman

Dr.Freeman意義就是醫(yī)生推薦使用

Dr.Freemanmeansdoctor’sendorsement

Dr.Freeman意義就是治療兒童傷風(fēng)和咳嗽糖漿

Dr.Freemanmeansacold&coughsyrupforchildren

品牌個性

Dr.Freeman就是感冒教授Dr.Freemanistheexpertoffludrugs

Dr.Freeman是可信

Dr.Freemanisreliable

Dr.Freeman是認(rèn)真負(fù)責(zé)

Dr.Freemanisconscientious

92英揚?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第92頁

Dr.Freeman

銷售策略(SellingStrategy)

93醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第93頁

Dr.Freeman

銷售策略(SellingStrategy)

品牌位置：溫和有效治療兒童傷風(fēng)咳嗽糖漿

BrandPosition:ASyrupForMildlyAndEffectivelyRelievingChildren’sCold&Cough

94醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第94頁

Dr.Freeman

銷售策略(SellingStrategy)

品牌目標(biāo)：感冒藥教授

BrandObjective:TheExpertOfFluDrugs95醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第95頁

Dr.Freeman

銷售策略(SellingStrategy)

廣告角色：傳達(dá)即治療發(fā)燒前感冒癥狀非常主要

TheSpecificRoleOfTheAdvertising:DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGettingFever

96醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第96頁

Dr.Freeman

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

A）概念性目標(biāo)客層:細(xì)心父母

TheConceptualTarget:

CarefulParents

97醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第97頁

Dr.Freeman

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

B）最關(guān)鍵欲望/周到

TheCoreDesire/Considerate

98醫(yī)療行業(yè)企業(yè)品牌的意義和個性講義第98頁

Dr.Freeman

銷售策略(SellingStrategy)

銷