【正文】 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。 15 英揚(yáng) ?傳奇 CCE What Is The Role of The Selling Strategy? 銷售策略扮演的角色如何？ ? Thus, while there should always be a single Brand Footprint to define the brand essence in any market or region, there can be any number of Selling Strategies. By working within the framework of brand values established in the Footprint, they both support and leverage the power of the brand. 雖然在任何市場(chǎng)或區(qū)域，都應(yīng)該有一個(gè)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(gè)。 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 。 7 英揚(yáng) ?傳奇 CCE How Much of A Future Vision? 品牌印記的遠(yuǎn)景如何？ ? For some brands,however,there may be a need to add meaning or adjust existing meanings to allow for expansion or simply to make the brand more dynamic. 對(duì)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(shí)代性。它們包含了長期建立的意義和聯(lián)想。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(jí)品牌”則是因跨越多項(xiàng)產(chǎn)品或品類而被建立。What Is The Brand “ Means” And “ Is” ? 品牌的“意義”和“個(gè)性”是什么 ? What the brand “ means” is what a brand gets credit for in the eyes of consumers—its reputation across a number of key dimensions. 品牌的“意義”是指一個(gè)品牌在消費(fèi)者心目中產(chǎn)生的印象 ——即該品牌在幾個(gè)層面上的聲譽(yù)。 2 英揚(yáng) ?傳奇 CCE Why The Need For A Brand Footprint? 為什么需要品牌印記？ This expansion puts renewed focus on the need to protect brand equity. 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)。 5 英揚(yáng) ?傳奇 CCE How Much of A Future Vision? 品牌印記的遠(yuǎn)景如何？ ? The brand Footprint is more than a consumerbased needs to incorporate the thinking of the “ brand owners” regarding the future course of a brand. 品牌印記不只是一個(gè)消費(fèi)者對(duì)品牌的看法，它更須考慮到把這個(gè)品牌的“品牌擁有者”對(duì)該品牌未來的看法。 8 英揚(yáng) ?傳奇 CCE How Much of A Future Vision? 品牌印記的遠(yuǎn)景如何？ ? Ultimately,the final balance between existing meanings is a strategic decision—built on the brand’ s consumer truth and adjusted, where needed,to provide the vision and inspiration for future growth. 最重要的是，平衡這個(gè)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。 14 英揚(yáng) ?傳奇 CCE What Is The Role of The Selling Strategy? 銷售策略扮演的角色如何？ ? The Selling Strategy can be put to work at many different levels. At the highest level, it can be used to reveal the core brand idea that forms the heart of a brand image campaign. But it can also be used effectively to develop Selling Ideas for the products that create petitive advantage for brands. 銷售策略可運(yùn)用于不同層次 。籍有在品牌足跡所建立的品牌價(jià)值架構(gòu)內(nèi)作業(yè)，品牌足跡與銷售策略這兩者，也同時(shí)支持并提升了品牌力量。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。 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。 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。 KiddiRMB 。 “ contains cod liver oil” 。 spring。 106 Seven Seas 七 海 活動(dòng)方案 Activity Plan 類型：公關(guān)活動(dòng) Style: PR Activity 主題：“七海伴你每一天” 課間餐飯盒溫情贈(zèng)送活動(dòng) Subject: “ Seve。 Jin Min Children syrup, Shen qu Cough Syrup and Taiji Cough Syrup – coughcoldfever syrup: Tylenol, Bufferin, Xiaobai Product Profile 86 英揚(yáng) ?傳奇 CCE ? Our Concern: Dr Freeman Cough Cold Syrup for Children aims at the early stage of cold 。 SZ: % ? The perceived price: around RMB 62/per bottle Consumer’ s Attitude 62 英揚(yáng) ?傳奇 CCE Geographical Target Area ? 1st target cities: SZ, GZ, then roll out to PRD ? 2nd target cities: SH and BJ (launched in late 2023) 63 英揚(yáng) ?傳奇 CCE SWOT Strength ? more suitable for children ? syrup form ?sweet, fru