【正文】 the interim between the seasons 85 英揚(yáng) ?傳奇 CCE ? It functions in cough and cold and up to now, no other products claim to have these two functions only. ? In the market of cough syrup and coughcoldfever syrup, we have key petitors as below: – cough syrup: Isedyl from United Laboratory。 ScottsRMB 7s MVSRMB 60 英揚(yáng) ?傳奇 CCE Consumer’ s Attitude ? Researches show the majority of mothers are interested in product concept – GZ: “ helps stimulate appetite” 。 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，品牌所擔(dān)任角色之強(qiáng)而有力的支持事實(shí)。 16 英揚(yáng) ?傳奇 CCE The Selling Strategy Model 銷售策略的模式 The Selling Strategy Model is posed of five critical ponents： 銷售策略模式是由五個重要的部份所組成 ： ? The Brand Position 品牌位置 ? The Brand Objective 品牌目標(biāo) ? The Specific Role Of The Advertising 廣告擔(dān)任的角色 ? The Selling Idea Platform 銷售概念架構(gòu) ? The Selling Idea 銷售概念 17 英揚(yáng) ?傳奇 CCE The Brand Position 品牌位置 ? The perceptual space 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 。即建立在該品牌消費(fèi)者的真實(shí)面上，并加上必要時的調(diào)整，以便為該品牌未來成長之要求提供一個遠(yuǎn)景與靈感。 3 英揚(yáng) ?傳奇 CCE Why The Need For A Brand Footprint? 為什么需要品牌印記？ As brands are expanded, there are pressures of dilution that stem from: 隨著品牌的擴(kuò)張，使品牌有被稀釋的危機(jī)，這些危機(jī)的因素如下 ： ? The need to reexpress the brand in the context of new petitive sets and new cultures. 必須就新的競爭條件和新文化的觀點(diǎn)來重新表現(xiàn)品牌。 1 英揚(yáng) ?傳奇 CCE Why The Need For A Brand Footprint? 為什么需要品牌印記？ ? More and more marketers are looking for new growth by leveraging the power of their brand names into new Brands are being built through expansion into new geographies. “ Megabrands” or “ Hyperbraands” are being established across multiple product or service categories. 愈來愈多的行銷人運(yùn)用品牌的力量進(jìn)入新的領(lǐng)域，以創(chuàng)造新的成長。這種情形下，印記的主要角色是把這些意義表達(dá)出來，讓每個人同時都知道當(dāng)這個品牌擴(kuò)張或延伸時，要保護(hù)什么，以及利用什么品牌價值。 同樣地 ，它也可以有效地用來為不同的產(chǎn)品或服務(wù)發(fā)展銷售概念 ， 并替品牌創(chuàng)造競爭的優(yōu)勢 。 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。 daily cost RMB ) ? promotions in the hospital are limited ? difficult to sum up into one USP Opportunity ? less petition ( in terms of VB plex) ? the awareness of importance of vitamins is increasing Threats ? 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 Compellin