【正文】 low price strategy of local product 39 英揚(yáng) ?傳奇 CCE Bebion 品牌印記 (Brand Footprint) 40 Bebion 品牌意義 Bebion的意義就是 來自德國默克的復(fù)合維生素 B Bebion means Vitamin B plex ing from German Merck Bebion的意義就是 B族維生素均衡糖漿 Bebion means Vitamin B plex balanced syrup Bebion的意義就是 構(gòu)筑兒童均衡發(fā)育的基礎(chǔ) Bebion means a very important basis for children’ s balanced growth 41 Bebion 品牌個(gè)性 Bebion是 維生素的專家 Bebion is the expert of Vitamin Bebion是 全面合理的 Bebion is prehensive and equitable Bebion是 嚴(yán)謹(jǐn)?shù)? Bebion is severe 42 ? 品牌意義 ? Bebion的意義就是 來自德國默克的復(fù)合維生素 B ? Bebion means Vitamin B plex ing from German Merck ? Bebion的意義就是 B族維生素均衡糖漿 ? Bebion means Vitamin B plex balanced syrup ? Bebion的意義就是 構(gòu)筑兒童均衡發(fā)育的基礎(chǔ) ? Bebion means a very important basis for children’ s balanced growth ? 品牌個(gè)性 ? Bebion是 維生素的專家 ? Bebion is the expert of Vitamin ? Bebion是 全面合理的 ? Bebion is prehensive and equitable ? Bebion是 嚴(yán)謹(jǐn)?shù)? ? Bebion is severe Bebion 43 英揚(yáng) ?傳奇 CCE Bebion 銷售策略 (Selling Strategy) 44 Bebion 銷售策略 (Selling Strategy) 品牌位置 ： 來自德國默克的復(fù)合維 生素 B均衡糖漿 The Brand Position: Vitamin B Complex Balanced Syrup ing from German Merck 45 Bebion 銷售策略 (Selling Strategy) 品牌目標(biāo)： 兒童均衡發(fā)育的基礎(chǔ) 營養(yǎng)源 The Brand Objective: The Basic Nutrition Resource Of Children’ s Balanced Growth 46 Bebion 銷售策略 (Selling Strategy) 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 The Specific Role Of The Advertising: Deliver the message that children’ s balanced growth is closely bound up with Vitamin B plex 47 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： A）概念性目標(biāo)客層 /謹(jǐn)慎的母親 The Conceptual Target/ Careful And Caring Mothers 48 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： D）強(qiáng)有力的支持事實(shí) (The Compelling Truth): 功能上 ： 中國市場上唯一糖漿型復(fù)合維生素 B產(chǎn)品 Function： The only syrup type for Vitamin B Complex In China Market 49 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： 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 The Compelling Truth:Merck is the discoverer of Vitamin C 50 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： B） 最核心的欲望： 希望孩子發(fā)育盡善盡美 The Core Desire/ Hope My Kids Grow Perfectly 51 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： C） 品牌如何最完美滿足最核心的欲望： Bebion 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 How The Brand Best Fulfills The Core Desire：Bebion provides children with prehensive Vitamin B plex nutrition,helps stimulate appetite and grow in a balanced way. 52 Bebion 銷售策略 (Selling Strategy) 銷售概念 : 構(gòu)筑兒童均衡發(fā)育的基礎(chǔ) The Selling Idea: Bebion helps to constructing the foundation of children’ s balanced growth. 53 Bebion 銷售策略 (Selling Strategy) 創(chuàng)意概念 :讓兒童均衡發(fā)育 均衡發(fā)育從維 B開始 Ad Works : Let Children Grow In a Balanced Way. 54 Seven Seas Multivitamin Syrup 55 ? Product category: health food ? Ingredients: – basement:cod liver oil(from deep sea) – supplement:Vit A, B1, B2, B3, B6, C, D, E ? Flavor: Orange flavor (real orange juice) Product Profile 56 英揚(yáng) ?傳奇 CCE Our Concern: ? 7s MVS is more than traditional fish liver oil. Product Profile 57 英揚(yáng) ?傳奇 CCE Potential Competitors for 7s MVS ? the order of nutrition mentioned by consumers (with aided or unaided?) : Calcium, fish liver oil, Multivitamin,Vit C, Iron and Vit B plex. 58 英揚(yáng) ?傳奇 CCE Our Concern: ? Different from Vit B, the necessary of fish liver oil is much greater in consumers’ mind, though they maybe can’ t name its functions in details. ? The market of fish liver oil is more mature. Potential Competitors for 7s MVS 59 英揚(yáng) ?傳奇 CCE Real Competition ? The major players in the multivitamin category are: Junior Theragan, Junior Centrum, Kiddi, and Scotts ? In term of daily cost, 7s MVS rated in the middle position. Junior 。 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 。 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