日用化工行業(yè)企業(yè)品牌的意義和個性分析

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(fèi)者心目中產(chǎn)生的印象——即該品牌在幾個層面上的聲譽(yù)。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(yáng)?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(yùn)用品牌的力量進(jìn)入新的領(lǐng)域，以創(chuàng)造新的成長。全球品牌因?yàn)轭I(lǐng)域的擴(kuò)張而建立起來；“大品牌”或“超級品牌”則是因跨越多項(xiàng)產(chǎn)品或品類而被建立。

2英揚(yáng)?傳奇CC&EWhyTheNeedForABrandFootprint?

為什么需要品牌印記？Thisexpansionputsrenewedfocusontheneedtoprotectbrandequity.

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

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

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

品牌印記不只是一個消費(fèi)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(yáng)?傳奇CC&EHowMuchofAFutureVision?

品牌印記的遠(yuǎn)景如何？Forestablished,dominantbrands,theFootprintwillinevitablybebuiltaroundexistingpositiveassociationsofheavyusersofthebrand.HeretheprimaryroleoftheFootprintistoexpressthesemeaningssoeveryoneisinsyncwithwhattoprotectandwhattoleverageasthebrandisexpanded.對已建立起來的領(lǐng)導(dǎo)品牌而言，印記當(dāng)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(dá)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(yáng)?傳奇CC&EHowMuchofAFutureVision?

品牌印記的遠(yuǎn)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(kuò)張或只是讓該品牌變得更具時代性。8英揚(yáng)?傳奇CC&EHowMuchofAFutureVision?

品牌印記的遠(yuǎn)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(xiàng)策略性的決定。即建立在該品牌消費(fèi)者的真實(shí)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(yuǎn)景與靈感。9英揚(yáng)?傳奇CC&EExampleForexample,keycreditcardcategorydriversare:thesourceofaspiration,theworldofusage,andthefunctionalroleofthecard. AmexandvisaFootprintsshowhowthebrandsaredistinguishedonthesedimensions:10英揚(yáng)?傳奇CC&EExampleAmericanExpressBrandFootprint

AmericanExpressmeansMembership

TheBusinessLife

TheChargeCard AmericanExpressisProfessional

Worldly

Responsible11英揚(yáng)?傳奇CC&EExampleVisaBrandFootprint

VisameansEverywhere

TheHighLife

TheCreditCardVisaisSociable

Stylish

On-The-Go12英揚(yáng)?傳奇CC&EThesellingstrategy

銷售策略13WhatIsTheRoleofTheSellingStrategy?

銷售策略扮演的角色如何？TheSellingStrategyisadisciplinethatissingle-mindedlyfocusedongeneratingbrand-buildingideas.Ideasthatattractbrandcustomersandbuildbrandfranchises.Ideasthatcreatebrand(andmarketplace)dominanceinconsumer’smind.銷售策略是一種建立品牌概念單一且專注的方法。所謂品牌概念是指能夠吸引消費(fèi)者，并且建立品牌忠誠度，讓消費(fèi)者產(chǎn)生深刻印象的意念。14英揚(yáng)?傳奇CC&EWhatIsTheRoleofTheSellingStrategy?

銷售策略扮演的角色如何？TheSellingStrategycanbeputtoworkatmanydifferentlevels.Atthehighestlevel,itcanbeusedtorevealthecorebrandideathatformstheheartofabrandimagecampaign.ButitcanalsobeusedeffectivelytodevelopSellingIdeasfortheproductsthatcreatecompetitiveadvantageforbrands.

銷售策略可運(yùn)用于不同層次。在最高層次，它可用來展現(xiàn)構(gòu)成品牌形象活動核心的最重要品牌概念。同樣地，它也可以有效地用來為不同的產(chǎn)品或服務(wù)發(fā)展銷售概念，并替品牌創(chuàng)造競爭的優(yōu)勢。15英揚(yáng)?傳奇CC&EWhatIsTheRoleofTheSellingStrategy?

銷售策略扮演的角色如何？Thus,whilethereshouldalwaysbeasingleBrandFootprinttodefinethebrandessenceinanymarketorregion,therecanbeanynumberofSellingStrategies.ByworkingwithintheframeworkofbrandvaluesestablishedintheFootprint,theybothsupportandleveragethepowerofthebrand.

雖然在任何市場或區(qū)域，都應(yīng)該有一個單一的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的品牌價值架構(gòu)內(nèi)作業(yè)，品牌足跡與銷售策略這兩者，也同時支持并提升了品牌力量。16英揚(yáng)?傳奇CC&ETheSellingStrategyModel

銷售策略的模式TheSellingStrategyModeliscomposedoffivecriticalcomponents：銷售策略模式是由五個重要的部份所組成：TheBrandPosition品牌位置TheBrandObjective品牌目標(biāo)TheSpecificRoleOfTheAdvertising廣告擔(dān)任的角色TheSellingIdeaPlatform銷售概念架構(gòu)TheSellingIdea銷售概念17英揚(yáng)?傳奇CC&ETheBrandPosition

品牌位置Theperceptualspacethatthebrandholdsintheconsumers’mindatthebeginningoftheSellingIdeadevelopmentprocess.

銷售概念的發(fā)展過程開始之前，品牌在消費(fèi)者心中的認(rèn)知地位。18英揚(yáng)?傳奇CC&EExampleExamples:

Brand BrandPosition

Marriott A“vanilla”hotel Motorola Atechnologymanufacturer MasterCard Myothercard19英揚(yáng)?傳奇CC&ETheBrandObjective

品牌目標(biāo)Theperceptualspacethatwewantthebrandtooccupyintheconsumers’mind.我們希望品牌在消費(fèi)者心中所占據(jù)的認(rèn)知位置。20英揚(yáng)?傳奇CC&EExampleExample:

Brand BrandObjective

Marriott Amemorableexperience Motorola Theleadingbrandinmobilepersonalcommunications MasterCard AcardIfeelgoodabout21英揚(yáng)?傳奇CC&ETheSpecificRoleOfTheAdvertising

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

廣告的角色可能有相當(dāng)大范圍的差異。它可能承擔(dān)重新定義一個品牌的任務(wù)、強(qiáng)調(diào)品牌足跡中尚待提升的一個元素、引進(jìn)或延伸一個品牌。或可能戰(zhàn)術(shù)性地回應(yīng)競爭品牌的活動。22英揚(yáng)?傳奇CC&EExampleExamples:

Brand RoleofAdvertising

Marriott TogetgueststostoptakingMarriottforgranted Motorola Tomake“brand”Motorolaasstrongasitsmarketshare MasterCard Togiveanemotionallybankruptbrandaheart

23英揚(yáng)?傳奇CC&ETheSellingIdeaPlatform

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(fèi)者及品牌有關(guān)的重要元素： A.TheConceptualTarget概念性的目標(biāo)客層 B.TheCoreDesire最核心的欲望 C.HowTheBrandBestFulfillsTheCodeDesire品牌如何最完美地滿足最核心的欲望 D.TheCompellingTruth強(qiáng)而有力的支持事實(shí)24英揚(yáng)?傳奇CC&ETheSellingIdeaPlatform

銷售概念架構(gòu)

A.TheConceptualTarget

概念性的目標(biāo)客層The“naturalconstituency”forthebrand:thenaturalgroupingofconsumersboundbyacommonorientationtowardthecategoryand/orthebrand.他（她）們是對于某一個類別及/或品牌具有共同傾向而自然形成的組合，也是品牌“必然的”顧客。25英揚(yáng)?傳奇CC&ETheSellingIdeaPlatform

銷售概念架構(gòu)

B.TheCoreDesire

最核心的欲望TheCoreDesireisthemostrelevantdesire,need,hope,orfearoftheconceptualtargetthatthebrandcanmeaningfullyaddress.它是概念性的目標(biāo)客層最關(guān)切的欲望、需求、希望或恐懼，而且是品牌可以有意義加以解決的。26英揚(yáng)?傳奇CC&ETheSellingIdeaPlatform

銷售概念架構(gòu)

B.TheCoreDesire

最核心的欲望 TheCoreDesirerepresentsthedeepest,mostpowerful,emotionalbenefitthattheConceptualTargetreceivesfromthebrand.核心欲望代表概念性目標(biāo)客層能從本品牌獲得的最深切、最有力、最富情感的利益。27英揚(yáng)?傳奇CC&ETheSellingIdeaPlatform

銷售概念架構(gòu)

D.TheCompellingTruth

強(qiáng)而有力的支持事實(shí)Thecompellingtruththatprovidesthekeyevidencethatsupportsthebrand’sroleinsatisfyingtheCoreDesireoftheConceptualTargetbothinfunctionandbrand.“無庸置疑的事實(shí)”，在滿足概念性目標(biāo)客層的核心欲望時，品牌所擔(dān)任角色之強(qiáng)而有力的支持事實(shí)。28英揚(yáng)?傳奇CC&EExampleCompelling

FunctionalTruthSpecificTruthBrand

Performance“Preventsheartdisease”BayerAspirin

FunctionalTruthSpecificTruthBrand

CompanyValues“WereallycareaboutyouJohnson&Johnsonandyours” BrandMyth “MarlboroCountry”MarlboroCigarettes29英揚(yáng)?傳奇CC&EWhatIsASellingIdea?

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

銷售概念是一個策略性的概念。它將我們所知道的一切有關(guān)品牌在消費(fèi)者心中所須達(dá)成的意義與印象，集中成一高專注的策略性概念與想法，進(jìn)而表達(dá)我們希望廣告到底要對消費(fèi)者說什么。30英揚(yáng)?傳奇CC&EExamples Brand SellingIdeaCreativeIdea 7-Up“AnOccasionalAlternativetoCola”“TheUncola” Pepsi(1997)“TheOfficialGenerationXCola”“GenerationNext” Microsoft“AccesstoInformation”“Wheredoyouwanttogotoday?”31英揚(yáng)?傳奇CC&E1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationToolsFootprintSellingStrategy4.

Brand/ProductCommunicationStrategyBecombion/BecombionVitaminBComplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTactics32英揚(yáng)?傳奇CC&EBecombion33VitaminsMarketOverviewTheOTCmultivitaminsmarketisestimatedtobeRMB269mn(US$33mn)34英揚(yáng)?傳奇CC&EProductProfileProductcategory:healthfoodtheorderofproducts(nutrition)mentionedbyconsumers(withaidedorunaided?):Calcium,Codliveroil,Multivitamin,VitC,IronandVitBcomplex.OurConcern:Theyarepossiblyourpotentialcompetitors!!!35英揚(yáng)?傳奇CC&EMultiVitBingredients:B1,B2,B3,B6,B12thefunctionsofeveryingredientsabove(pls.refertoclient’sbrieffordetailedinformation)OurConcern:Thefunctionsareslackandlackofconsistence.ProductProfile36英揚(yáng)?傳奇CC&EProductform:syrupCurrentlyNoVitBcomplexsyrupisfoundinGZOurConcern:Quitenewproductform;moresuitableforchildrenProductProfile37英揚(yáng)?傳奇CC&EGeographicaltargetareaTargetedcities:SZ,GZ,thenrollouttoPRDOurConcern:HigherincomelevelinSZandGZthanotherinlandcitiesFoodsupplementmarketismoremature“Onlyfoodisnotenoughformydailyvitaminconsume”38英揚(yáng)?傳奇CC&ESWOT

Strengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodWeaknessrelativelyhighprice(comparedwithlocalproducts;dailycostRMB1.5)promotionsinthehospitalarelimiteddifficulttosumupintooneUSPOpportunitylesscompetition(intermsofVBcomplex)theawarenessofimportanceofvitaminsisincreasingThreatslowpricestrategyoflocalproduct39英揚(yáng)?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的復(fù)合維生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意義就是B族維生素均衡糖漿BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意義就是構(gòu)筑兒童均衡發(fā)育的基礎(chǔ)Becombionmeansaveryimportantbasisforchildren’sbalancedgrowth41Becombion品牌個性Becombion是維生素的專家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecombion是嚴(yán)謹(jǐn)?shù)腂ecombionissevere42品牌意義Becombion的意義就是來自德國默克的復(fù)合維生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意義就是B族維生素均衡糖漿BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意義就是構(gòu)筑兒童均衡發(fā)育的基礎(chǔ)Becombionmeansaveryimportantbasisforchildren’sbalancedgrowth品牌個性Becombion是維生素的專家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecombion是嚴(yán)謹(jǐn)?shù)腂ecombionissevereBecombion43英揚(yáng)?傳奇CC&EBecombion

銷售策略(SellingStrategy)44Becombion

銷售策略(SellingStrategy)品牌位置：來自德國默克的復(fù)合維生素B均衡糖漿TheBrandPosition:VitaminBComplexBalancedSyrupcomingfromGermanMerck45Becombion

銷售策略(SellingStrategy)品牌目標(biāo)：兒童均衡發(fā)育的基礎(chǔ)營養(yǎng)源TheBrandObjective:TheBasicNutritionResourceOfChildren’sBalancedGrowth46Becombion

銷售策略(SellingStrategy)廣告角色：向消費(fèi)者傳達(dá)“復(fù)合維生素B與兒童均衡發(fā)育息息相關(guān)”的概念TheSpecificRoleOfTheAdvertising:Deliverthemessagethatchildren’sbalancedgrowthiscloselyboundupwithVitaminBcomplex47Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：A）概念性目標(biāo)客層/謹(jǐn)慎的母親TheConceptualTarget/CarefulAndCaringMothers48Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：D）強(qiáng)有力的支持事實(shí)(TheCompellingTruth):功能上：中國市場上唯一糖漿型復(fù)合維生素B產(chǎn)品Function：TheonlysyruptypeforVitaminBComplexInChinaMarket49Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：D）強(qiáng)有力的支持事實(shí):品牌上:默克是維生素C的發(fā)現(xiàn)者TheCompellingTruth:MerckisthediscovererofVitaminC

50Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：B）最核心的欲望：希望孩子發(fā)育盡善盡美TheCoreDesire/HopeMyKidsGrowPerfectly

51Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：C）品牌如何最完美滿足最核心的欲望：Becombion全面補(bǔ)充維生素B族營養(yǎng),改善孩子的胃口，幫助孩子均衡發(fā)育HowTheBrandBestFulfillsTheCoreDesire：BecombionprovideschildrenwithcomprehensiveVitaminBcomplexnutrition,helpsstimulateappetiteandgrowinabalancedway.52Becombion

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

53Becombion

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.

54SevenSeasMultivitaminSyrup55Productcategory:healthfoodIngredients:basement:codliveroil(fromdeepsea)supplement:VitA,B1,B2,B3,B6,C,D,EFlavor:Orangeflavor(realorangejuice)ProductProfile56英揚(yáng)?傳奇CC&EOurConcern:7sMVSismorethantraditionalfishliveroil.ProductProfile57英揚(yáng)?傳奇CC&EPotentialCompetitorsfor7sMVStheorderofnutritionmentionedbyconsumers(withaidedorunaided?):Calcium,fishliveroil,Multivitamin,VitC,IronandVitBcomplex.58英揚(yáng)?傳奇CC&EOurConcern:DifferentfromVitB,thenecessaryoffishliveroilismuchgreaterinconsumers’mind,thoughtheymaybecan’tnameitsfunctionsindetails.Themarketoffishliveroilismoremature.PotentialCompetitorsfor7sMVS59英揚(yáng)?傳奇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(yáng)?傳奇CC&EConsumer’sAttitudeResearchesshowthemajorityofmothersareinterestedinproductconceptGZ:“helpsstimulateappetite”;”containscodliveroil”;”helpsbraindevelopment”SZ:“containsmanyessentialvitamins”;“containscodliveroil”;“helpsinstrengtheningboneissue”61英揚(yáng)?傳奇CC&EThebuyingintentionofproduct:GZ:65.6%;SZ:77.6%Theperceivedprice:aroundRMB62/perbottleConsumer’sAttitude62英揚(yáng)?傳奇CC&EGeographicalTargetArea1sttargetcities:SZ,GZ,thenrollouttoPRD2ndtargetcities:SHandBJ(launchedinlate2001)63英揚(yáng)?傳奇CC&ESWOT

Strengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodlessdosagecontainsmanyessentialvitaminsbasedoncodliveroilWeaknessproductfunctionisdifficulttomeasurebrandawarenessislow,can’tsupporttheproductpromotionsinthehospitalarelimitedOpportunity

importedproductwithfairpricetheawarenessofimportanceofvitaminsisincreasingThreatsstrongcompetition(likeSquib,Whitewall)64英揚(yáng)?傳奇CC&ESevenSeas

七海

品牌印記(BrandFootprint)

65SevenSeas七海

品牌印記(BrandFootprint)

品牌意義

七海的意義就是來自深海的多種維生素魚肝油

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

SevenSeasmeanstastywithsweetorangeflavor

66SevenSeas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

SevenSeasislovely

67SevenSeas

品牌意義

七海的意義就是來自深海的多種維生素魚肝油

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

SevenSeasmeanstastywithsweetorangeflavor品牌個性

七海是有益的

SevenSeasisbeneficial

七海是健康安全的

SevenSeasishealthysafety

七海是可愛的

SevenSeasislovely

68英揚(yáng)?傳奇CC&E

SevenSeas

七海

銷售策略(SellingStrategy)

品牌位置：來自深海的多種維生素魚肝油兒童

保健糖漿

BrandPosition:ThedeepseaFishLiverOilHealthSyrupwithmulti-VitaminsForChildrenOnly

69SevenSeas

七海

銷售策略(SellingStrategy)

品牌目標(biāo)：純凈有益的兒童營養(yǎng)必要補(bǔ)充劑

BrandObjective:Anti-pollutionAndNaturalNutritionSupplementNecessaryForChildren’shealth

70SevenSeas

七海

銷售策略(SellingStrategy)

廣告角色：告訴消費(fèi)者七海不是一般的魚肝油

TheSpecificRoleOfTheAdvertising:TelltheconsumerthatSevenSeasisnoordinaryfishliveroil

71SevenSeas七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

A）概念性目標(biāo)客層：了解魚肝油的母親

TheConceptualTarget：learnedMothersOnFishLiverOilKnowledge

72SevenSeas七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

B）最核心的欲望:希望自己孩子不一般

TheCoreDesire:

“Mychildisnoordinarykid！”.

73SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

C）品牌如何最完美滿足最核心的欲望:通過塑造七海不是一般的魚肝油的品牌形象來滿足消費(fèi)者希望孩子不一般的心理需求

HowTheBrandBestFulfillsTheCoreDesire:SevenSeassatisfiestheconsumer’spsychologicalneedswhichhopingherkidisnoordinarybybuildingsevenseas“noordinary”brandimage

74SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

D）強(qiáng)有力的支持事實(shí):

功能上:含有多種重要維生素和深海魚肝油的成份

TheCompellingTruth:

Function:HaveTheIngredientsOfMulti—vitaminsAndFishliverOilComingFromTheDeepNorthSea

75SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

D）強(qiáng)有力的支持事實(shí):

品牌上:來自德國默克

TheCompellingTruth:

Brand:FromGermanMerck

76SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念：不一般的魚肝油

TheSellingIdea:

NoOrdinaryFishLiverOil

77SevenSeas

七海

銷售策略(SellingStrategy)

創(chuàng)意概念：七海寶寶更出眾

TheCreativeIdea:

Outstandingsevenseas，outstandingkids

78DrFreemanCough&ColdSyrupforChildren79Cough&ColdMarketOverviewThemarketishuge:RMB876mn(98’)80英揚(yáng)?傳奇CC&E

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、可以推斷——幾乎所有人感冒前都有或多或少的癥狀SettingsofConsumptionbytheWholeSample:

Number：511GenderGroup：16----60SOURCE:IMI81

LocationofBuyingColdMedicineBytheWholeSample:Number：510GenderGroup：16----60歲MultipleAnswers,sopercentmayextra-100%圖示結(jié)論：1、70.7%的男性以及72.4%的女性會在藥店購買感冒藥,因此可推斷——不論男性還是女性，購買感冒藥首選的場所均為藥店,其次為醫(yī)院或診所2、男女消費(fèi)者在購藥場所選擇方面性別差異不大SOURCE:IMI82

TheHabitofKeepingColdMedicineatHome:Number:624Say“Yes”:508Say“No”:116圖示結(jié)論：81.4%的被調(diào)查家庭在家中備有感冒藥,只有18.4%的被調(diào)查家庭沒有此習(xí)慣,因此可推斷——感冒藥是大多數(shù)家庭日常必備藥。SOURCE:IMI83Rankingoftheidealbrandsorkinds84英揚(yáng)?傳奇CC&EWhichSeasontoPronetoCatchColdThePeakSeason:winter;spring;theinterimbetweentheseasons85英揚(yáng)?傳奇CC&EItfunctionsincoughandcoldanduptonow,nootherproductsclaimtohavethesetwofunctionsonly.Inthemarketofcoughsyrupandcough&cold&feversyrup,wehavekeycompetitorsasbelow:coughsyrup:IsedylfromUnitedLaboratory;JinMinChildrensyrup,ShenquCoughSyrupandTaijiCoughSyrupcough&cold&feversyrup:Tylenol,Bufferin,XiaobaiProductProfile86英揚(yáng)?傳奇CC&EOurConcern:DrFreemanCough&ColdSyrupforChildrenaimsattheearlystageofcold;DrFreemanisthesub-brandofmerckonlyforseriescough&coldproducts.87英揚(yáng)?傳奇CC&ESWOT

StrengthLowPriceUniqueFormulaGoodqualityWeaknessnobrandawarnesstosupporttheproductOpportunity

Concentrateeffectontheearlystageofcoldlargecold&coughmarketCompetitivevoiceisnotnoiseinSandongwelldevelopedretailenvironmentThreatsstrongcompetitionStrictregulatorycontrolonA&Pactivities88英揚(yáng)?傳奇CC&E

Dr.Freeman

品牌印記(BrandFootprint)

89

Dr.Freeman

品牌印記(BrandFootprint)

品牌意義

Dr.Freeman的意義就是來自德國的感冒藥

Dr.FreemanmeansafludrugfromGerman

Dr.Freeman的意義就是醫(yī)生推薦使用的

Dr.Freemanmeansdoctor’srecommended

Dr.Freeman的意義就是治療兒童傷風(fēng)和咳嗽的糖漿

Dr.Freemanmeansacold&coughsyrupforchildren

90

Dr.Freeman

品牌印記(BrandFootprint)

品牌個性

Dr.Freeman是感冒藥專家

Dr.Freemanistheexpertoffludrugs

Dr.Freeman是可信的

Dr.Freemanisreliable

Dr.Freeman是認(rèn)真負(fù)責(zé)的

Dr.Freemanisconscientious

91Dr.Freeman品牌意義

Dr.Freeman的意義就是來自德國感冒藥

Dr.FreemanmeansafludrugfromGerman

Dr.Freeman的意義就是醫(yī)生推薦使用的

Dr.Freemanmeansdoctor’sendorsement

Dr.Freeman的意義就是治療兒童傷風(fēng)和咳嗽的糖漿

Dr.Freemanmeansacold&coughsyrupforchildren

品牌個性

Dr.Freeman就是感冒專家Dr.Freemanistheexpertoffludrugs

Dr.Freeman是可信的

Dr.Freemanisreliable

Dr.Freeman是認(rèn)真負(fù)責(zé)的

Dr.Freemanisconscientious

92英揚(yáng)?傳奇CC&E

Dr.Freeman

銷售策略(SellingStrategy)

93

Dr.Freeman

銷售策略(SellingStrategy)

品牌位置：溫和有效治療兒童傷風(fēng)咳嗽的糖漿

BrandPosition:ASyrupForMildlyAndEffectivelyRelievingChildren’sCold&Cough

94

Dr.Freeman

銷售策略(SellingStrategy)

品牌目標(biāo)：感冒藥專家

BrandObjective:TheExpertOfFluDrugs95

Dr.Freeman

銷售策略(SellingStrategy)

廣告角色：傳達(dá)即治療發(fā)燒前的感冒癥狀非常重要

TheSpecificRoleOfTheAdvertising:DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGettingFever

96

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)心的父母

TheConceptualTarget:

CarefulParents

97

Dr.Freeman

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

B）最核心的欲望/周到

TheCoreDesire/Considerate

98

Dr.Freeman

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

C）品牌如何最完美滿足最核心的欲望:

感冒藥專家的細(xì)心周到，讓孩子在發(fā)燒前即消除感冒

HowTheBrandBestFulfillsTheCoreDesire:GermanFluexpertCanReliveCold&Coughbeforekidsgetfever.

99

Dr.Freeman

銷售策略(SellingStrategy）

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

D）強(qiáng)有力的支持事實(shí):Dr.Freeman是治療感冒的專家

TheCompellingTruth:Dr.Freemanistheexpertinrelievingcold&cough

100

Dr.Freeman

銷售策略(SellingStrategy)

銷售概念：Dr.Freeman是細(xì)心嚴(yán)謹(jǐn)?shù)母忻八帉＜?/p>

TheSellingIdea:Dr.Freemanisasolicitudeandconscientiousexpertinfludrugs101MERCK默克SELLINGIDEAMAINTANCETHEFOUNDATIONOFPEOPLES’HEALTH維護(hù)健康的基礎(chǔ)CREATIVEIDEATHEPOWEROFPROMISE承諾的力量102英揚(yáng)?傳奇CC&E1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationToolsFootprintSellingStrategy4.

Brand/ProductCommunicationStrategyBecombion/BecombionVitaminBComplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTactics103英揚(yáng)?傳奇CC&EBelow-the-lineandOther

MarketingTactics104Becombion類型：促銷活動Style:SPActivity主題：兒童拼圖有獎活動Subject:Children’sJigsawPuzzleRewardActivity對象：2——12歲的兒童Target:2----12yearsoldchildren手段：SP活動期間，買就送“貝康安寶寶”拼圖卡片，兒童用拼圖卡片來拼出包裝盒上“貝康安寶寶”的各種姿態(tài)，按拼出的姿態(tài)種類的多少設(shè)立不同獎項(xiàng)目的：1、提高商品接觸及使用率2、達(dá)到品牌指名購買

活動方案ActivityPlan105SevenSeas

七海

活動方案

ActivityPlan

類型：事件活動Style:EventActivity主題：“不一般寶寶”的“不一般技能”大賽Subject:“NoOrdinaryAbilityContest”For“NoOrdinaryBabies”對象：2——8歲兒童Target:2----8yearsoldchildren方式：將不一般的產(chǎn)品性能和兒童不一般的健康體能有機(jī)結(jié)合，利用報紙和廣播電視的社會影響力，進(jìn)行前期報名、活動期追蹤報道和消息稿的發(fā)布，加上開設(shè)“兒童與魚肝油健康咨詢熱線”，可望達(dá)到社會對多種維生素魚肝油的接受和信賴。106SevenSeas七海

活動方案

ActivityPlan