從無到有的創(chuàng)建品牌-文庫吧
2024-09-29 15:17 本頁面
【正文】 der the corporate brand name, including not only food and drink products, but also insurance and even amusement parks. 原因是“統(tǒng)一”也有大量其他商品以企業(yè)的名字為牌子，不僅包括飲食，還有保險甚至娛樂場。 Background (Cont’d) 背景 This led to confusion of the brand assets, which caused a longterm problem for President?s dairy products, since they needed to convey a clear image of “freshness” and “expertise.” 這導(dǎo)致牌子混淆，給“統(tǒng)一”的乳類食品造成了長期問題，它們需要一個“新鮮”和“專業(yè)”的清晰形象。 Background(Cont’d) 背景 To solve the problem, President wished to create a new brand for its dairy products, capitalizing on the petitive edge of its superior refrigeration facilities and distribution system. In Taiwan, any beverage that es in a Tetra Pak be it a highcost coffee or a lowcost soy milk is always sold for either NT$10 or NT$15. And any beverage that es in a can is always sold for NT$20. 為此“統(tǒng)一”希望為它的乳類食品建立一個新牌子，利用其在臺灣具競爭力的冷凍設(shè)施及分配系統(tǒng)。在臺灣，以 Tetra Pak包裝的飲料 不論是高價的咖啡還是低價的豆奶 價錢總是 10或 15元新臺幣。罐頭包裝飲料則賣 20元。 Background (Cont’d) 背景 With the strong petition in the market and the everincreasing cost of raw materials, we thought it would be great if we could sell the same kinds of beverages, in packages of the same volume, for a price of NT$25。 市場競爭激烈，原材料成本不斷上升，如果能將相同類別、相同容量的飲料賣到 25元，那該多好！ Package 包裝 ? The brand story starts with a plastic cup. 品牌的故事從一個塑料杯開始。 ? We developed a white plastic cup. This cup looks just like an ordinary McDonald?s takeaway coffee cup,but is made of plastic rather than paper. 我們開發(fā)了一個白色塑料杯，它看起來就象一般麥當(dāng)勞外賣咖啡的杯子，差別是快餐店用的是紙杯。 Place 產(chǎn)品放置 This cup does not have a vacuum seal, and the contents can only be kept for a short period, and then only if the cup is stored at a temperature of 5?C. 這個沒有真空密閉的杯子只有在 5186。C冷藏柜才能讓內(nèi)容物保存一段短暫的時間。 Place (Cont’d) 產(chǎn)品放置 Nevertheless, we realized that this shorting actually presented an opportunity. Because the storage period is so short, consumers will believe that the contents of the cup are fresh. And if a drink is fresh, there is a good reason for it to be a little more expensive than a drink which is not. 但是我們把這看成一個機會。保存期短使消費者相信物料新鮮。而一杯新鮮的飲 品自然比其它要貴些。 Price 價格 ? All the strategic thinking was concentrated on one major objective: how can we make consumers accept the unreasonably high price of NT$25 per cup? 所有策略思考都集中在一個主要目的：如何讓消費者接受 25元一杯的高價？ ? We asked ourselves a series of questions to help us ensure we could create a highclass brand. 我們自問一連串相關(guān)問題，以確保能創(chuàng)造出一個高級的品牌。 Product 產(chǎn)品 ? What kind of product should we put into the cup, to best help us sell it for the highest price? 在這杯子放進什么商品才能賣到最高價呢？ ? We considered wine, fruit juice and milk, but finally decided on coffee less likely to deteriorate high quality perception milk content led to favourable tax rate 我們考慮過葡萄汁、果汁、牛奶，最后選咖 啡，因為咖啡不那么容易變質(zhì)、被認為是高 質(zhì)飲品，并因牛奶成分而得到優(yōu)惠稅率。 Brand Concept 品牌概念 ? We then asked ourselves where can we say this coffee es from, in order to create a highclass impression? 什么地方運來寄售的咖啡最有高級感？ ? We held eight focus discussion groups to interrogate 4 concepts 我們組織了八個討論小組，想出四個高級場所作為嘗試的概念。 ? An airline kitchen ? Coffee from an airline kitchen, as specially prepared for firstclass passengers 空中廚房 ? 來自空中廚房專門為頭等艙準(zhǔn)備的咖啡 Brand Concept (Cont’d) 品牌概念 Brand Concept
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