【正文】 that the brand holds in the consumers’ mind at the beginning of the Selling Idea development process. 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 CCE Example ? Examples: Brand Brand Position Marriott A “ vanilla” hotel Motorola A technology manufacturer MasterCard My other card 19 英揚(yáng) ?傳奇 CCE The Brand Objective 品牌目標(biāo) ? The perceptual space that we want the brand to occupy in the consumers’ 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 CCE Example ? Example: Brand Brand Objective Marriott A memorable experience Motorola The leading brand in mobile personal munications MasterCard A card I feel good about 21 英揚(yáng) ?傳奇 CCE The Specific Role Of The Advertising 廣告擔(dān)任的角色 ? The role of the advertising may vary greatly in scope. It may entail a fundamental restaging of the brand, the accentuation of an underleveraged element in the Brand Footprint, the introduction of a brand or line extension, or a specific tactical response to local petitive actions. 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(gè)品牌的任務(wù)、強(qiáng)調(diào)品牌足跡中尚待提升的一個(gè)元素、引進(jìn)或延伸一個(gè)品牌?；蚩赡軕?zhàn)術(shù)性地回應(yīng)競爭品牌的活動(dòng)。 22 英揚(yáng) ?傳奇 CCE Example ? Examples: Brand Role of Advertising Marriott To get guests to stop taking Marriott for granted Motorola To make “ brand” Motorola as strong as its market share MasterCard To give an emotionally bankrupt brand a heart 23 英揚(yáng) ?傳奇 CCE The Selling Idea Platform 銷售概念架構(gòu) ? The critical elements we need to know about the consumer and the brand in order to conceive the Selling Idea and develop the advertising: 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. The Conceptual Target 概念性的目標(biāo)客層 B. The Core Desire 最核心的欲望 C. How The Brand Best Fulfills The Code Desire 品牌如何最完美地滿足最核心的欲望 Compelling Truth 強(qiáng)而有力的支持事實(shí) 24 英揚(yáng) ?傳奇 CCE The Selling Idea Platform 銷售概念架構(gòu) A. The Conceptual Target 概念性的目標(biāo)客層 ? The “ natural constituency” for the brand: the natural grouping of consumers bound by a mon orientation toward the category and/or the brand. 他（她）們是對于某一個(gè)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 CCE The Selling Idea Platform 銷售概念架構(gòu) B. The Core Desire 最核心的欲望 ? The Core Desire is the most relevant desire, need, hope, or fear of the conceptual target that the brand can meaningfully address. 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 CCE The Selling Idea Platform 銷售概念架構(gòu) B. The Core Desire 最核心的欲望 The Core Desire represents the deepest, most powerful, emotional benefit that the Conceptual Target receives from the brand. 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 CCE The Selling Idea Platform 銷售概念架構(gòu) Compelling Truth 強(qiáng)而有力的支持事實(shí) ? The pelling truth that provides the key evidence that supports the brand’ s role in satisfying the Core Desire of the Conceptual Target both in function and brand. “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(shí)，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 CCE Example ? Compelling Functional Truth Specific Truth Brand Performance “ Prevents heart disease” Bayer Aspirin Functional Truth Specific Truth Brand Company Values “ We really care about you Johnson Johnson and yours” Brand Myth “ Marlboro Country” Marlboro Cigarettes 29 英揚(yáng) ?傳奇 CCE What Is A Selling Idea? 什么是銷售概念 ? A Selling Idea is a strategic concept that focuses everything we have learned about what the brand needs to mean to consumers into a single highly focused strategic idea that expresses exactly what we wish the advertising to say to consumers. ? 銷售概念是一個(gè)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 CCE Examples Brand Selling Idea Creative Idea 7Up “ An Occasional Alternative to Cola” “ The Uncola” Pepsi (1997) “ The Official Generation X Cola” “ Generation Next” Microsoft “ Access to Information” “ Where do you want to go today?” 31 英揚(yáng) ?傳奇 CCE 1. Preamble 2. Marketing and Competition Overview 3. CCE Communication Tools – Footprint – Selling Strategy 4. Brand/Product Communication Strategy – Bebion/Bebion Vitamin B Complex Syrup – Seven Seas/Seven Seas Multivitamin Syrup – Dr. Freeman/Dr. Freeman Cough Cold Syrup for Children 5. Creative Concept and Advertising Mechanics 6. Belowtheline and Other Marketing Tactics 32 英揚(yáng) ?傳奇 CCE Bebion 33 Vitamins Market Overview ? The OTC multivitamins market is estimated to be RMB 269 mn (US$ 33mn) 34 英揚(yáng) ?傳奇 CCE Product Profile ? Product category: health food – the order of products (nutrition) mentioned by consumers(with aided or unaided?) : Calcium, Cod liver oil, Multivitamin, Vit C, Iron and Vit B plex. Our Concern: They are possibly our potential petitors!!! 35 英揚(yáng) ?傳奇 CCE ? Multi Vit B ingredients :B1, B2, B3, B6, B12 – the functions of every ingredients above (pls. refer to client’ s brief for detailed information) Our Concern: The functions are slack and lack of consistence. Product Profile 36 英揚(yáng) ?傳奇 CCE ? Product form: syrup – Currently No Vit B plex syrup is found in GZ Our Concern: Quite new product form。 more suitable for children Product Profile 37 英揚(yáng) ?傳奇 CCE Geographical target area ? Targeted cities