品牌的“意义”和“个性”是什么.ppt

英扬•传奇CCmoresuitableforchildren,,ProductProfile,英扬•传奇CCdailycostRMB1.5)promotionsinthehospitalarelimiteddifficulttosumupintooneUSP,Opportunity,lesscompetition(intermsofVBcomplex)theawarenessofimportanceofvitaminsisincreasing,Threats,lowpricestrategyoflocalproduct,40,Becombion品牌印记(BrandFootprint),41,Becombion,品牌意义Becombion的意义就是来自德国默克的复合维生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意义就是B族维生素均衡糖浆BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意义就是构筑儿童均衡发育的基础Becombionmeansaveryimportantbasisforchildren’sbalancedgrowth,42,Becombion,品牌个性Becombion是维生素的专家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecombion是严谨的Becombionissevere,英扬•传奇CCJuniorCentrum--RMB1.12;Kiddi--RMB4.07/3.20;Scotts--RMB1.317sMVS--RMB1.38,英扬•传奇CC”containscodliveroil”;”helpsbraindevelopment”SZ:“containsmanyessentialvitamins”;“containscodliveroil”;“helpsinstrengtheningboneissue”,英扬•传奇CCSZ:77.6%Theperceivedprice:aroundRMB62/perbottle,Consumer’sAttitude,英扬•传奇CCspring;theinterimbetweentheseasons,英扬•传奇CC&E,86,Itfunctionsincoughandcoldanduptonow,nootherproductsclaimtohavethesetwofunctionsonly.InthemarketofcoughsyrupandcoughJinMinChildrensyrup,ShenquCoughSyrupandTaijiCoughSyrupcough&cold&feversyrup:Tylenol,Bufferin,Xiaobai,ProductProfile,英扬•传奇CC&E,87,OurConcern:DrFreemanCoughDrFreemanisthesub-brandofmerckonlyforseriescough&coldproducts.,英扬•传奇CC&E,88,SWOT,,,,Strength,LowPriceUniqueFormulaGoodquality,Weakness,nobrandawarnesstosupporttheproduct,Opportunity,Concentrateeffectontheearlystageofcoldlargecold&coughmarketCompetitivevoiceisnotnoiseinSandongwelldevelopedretailenvironment,Threats,strongcompetitionStrictregulatorycontrolonA&Pactivities,89,,Dr.Freeman品牌印记(BrandFootprint),90,,Dr.Freeman品牌印记(BrandFootprint)品牌意义Dr.Freeman的意义就是来自德国的感冒药Dr.FreemanmeansafludrugfromGermanDr.Freeman的意义就是医生推荐使用的Dr.Freemanmeansdoctor’srecommendedDr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr.Freemanmeansacold&coughsyrupforchildren,91,,Dr.Freeman品牌印记(BrandFootprint)品牌个性Dr.Freeman是感冒药专家Dr.FreemanistheexpertoffludrugsDr.Freeman是可信的Dr.FreemanisreliableDr.Freeman是认真负责的Dr.Freemanisconscientious,英扬•传奇CC&E92,Dr.Freeman,品牌意义Dr.Freeman的意义就是来自德国感冒药Dr.FreemanmeansafludrugfromGermanDr.Freeman的意义就是医生推荐使用的Dr.Freemanmeansdoctor’sendorsementDr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr.Freemanmeansacold&coughsyrupforchildren,品牌个性Dr.Freeman就是感冒专家Dr.FreemanistheexpertoffludrugsDr.Freeman是可信的Dr.FreemanisreliableDr.Freeman是认真负责的Dr.Freemanisconscientious,93,,Dr.Freeman销售策略(SellingStrategy),94,,Dr.Freeman销售策略(SellingStrategy)品牌位置：温和有效治疗儿童伤风咳嗽的糖浆BrandPosition:ASyrupForMildlyAndEffectivelyRelievingChildren’sCold&Cough,95,,Dr.Freeman销售策略(SellingStrategy)品牌目标：感冒药专家BrandObjective:TheExpertOfFluDrugs,96,,Dr.Freeman销售策略(SellingStrategy)广告角色：传达即治疗发烧前的感冒症状非常重要TheSpecificRoleOfTheAdvertising:DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGettingFever,97,,Dr.Freeman销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：A）概念性目标客层:细心的父母TheConceptualTarget:CarefulParents,98,,Dr.Freeman销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：B）最核心的欲望/周到TheCoreDesire/Considerate,99,,Dr.Freeman销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：C）品牌如何最完美满足最核心的欲望:感冒药专家的细心周到，让孩子在发烧前即消除感冒HowTheBrandBestFulfillsTheCoreDesire:GermanFluexpertCanReliveCold&Coughbeforekidsgetfever.,100,,Dr.Freeman销售策略(SellingStrategy）销售概念构架TheSellingIdeaPlatform)：D）强有力的支持事实:Dr.Freeman是治疗感冒的专家TheCompellingTruth:Dr.Freemanistheexpertinrelievingcold&cough,101,,Dr.Freeman销售策略(SellingStrategy)销售概念：Dr.Freeman是细心严谨的感冒药专家TheSellingIdea:Dr.Freemanisasolicitudeandconscientiousexpertinfludrugs,英扬•传奇CC&E,102,MERCK默克,SELLINGIDEAMAINTANCETHEFOUNDATIONOFPEOPLES’HEALTH维护健康的基础,CREATIVEIDEATHEPOWEROFPROMISE承诺的力量,英扬•传奇CC&E,103,1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationToolsFootprintSellingStrategy4.Brand/ProductCommunicationStrategyBecombion/BecombionVitaminBComplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTactics,104,Below-the-lineandOtherMarketingTactics,105,Becombion,类型：促销活动Style:SPActivity主题：儿童拼图有奖活动Subject:Children’sJigsawPuzzleRewardActivity对象：2——12岁的儿童Target:2----12yearsoldchildren手段：SP活动期间，买就送“贝康安宝宝”拼图卡片，儿童用拼图卡片来拼出包装盒上“贝康安宝宝”的各种姿态，按拼出的姿态种类的多少设立不同奖项目的：1、提高商品接触及使用率2、达到品牌指名购买,活动方案ActivityPlan,106,SevenSeas七海活动方案ActivityPlan,,类型：事件活动Style:EventActivity主题：“不一般宝宝”的“不一般技能”大赛Subject:“NoOrdinaryAbilityContest”For“NoOrdinaryBabies”对象：2——8岁儿童Target:2----8yearsoldchildren方式：将不一般的产品性能和儿童不一般的健康体能有机结合，利用报纸和广播电视的社会影响力，进行前期报名、活动期追踪报道和消息稿的发布，加上开设“儿童与鱼肝油健康咨询热线”，可望达到社会对多种维生素鱼肝油的接受和信赖。,107,SevenSeas七海活动方案ActivityPlan,,类型：公关活动Style:PRActivity主题：“七海伴你每一天”---------课间餐饭盒温情赠送活动Subject:“SevenSeasWillAlwaysLoveYou”---------BreakLunch-BoxPresentationActivity对象：上幼儿园或小学的2——8岁儿童Target:2----8yearsoldchildreninKindergartensorPrimarySchools方式：籍由各个幼儿园、小学的课间餐时间向儿童免费提供七海健康饭盒，树立七海亲切友好的伙伴形象，推进消费者对企业和商品的信心和口碑效果。,108,,Dr.Freeman活动方案ActivityPlan,,类型：PR活动Style:PRActivity主题：“Freeman医生来了”-----教室小药箱设立工程Subject:“Dr.FreemanisComing”------ClassroomFirst-AidKitInstallmentProject对象：幼儿园和小学Target:KindergartensandPrimarySchools方式：将FREEMAN医生感冒专家的形象籍由赠送小药箱到学校的这一公益活动形式，拉近品牌与目标消费者的心理和空间距离，加强消费者对FREEMAN医生的信心和依赖。,