【正文】 g Truth:Merck is the discoverer of Vitamin C 50 Bebion 銷(xiāo)售策略 (Selling Strategy) 銷(xiāo)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(xiāo)售策略 (Selling Strategy) 銷(xiāo)售概念構(gòu)架 (The Selling Idea Platform)： C） 品牌如何最完美滿(mǎn)足最核心的欲望： Bebion 全面補(bǔ)充維生素 B族 營(yíng)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(xiāo)售策略 (Selling Strategy) 銷(xiāo)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(xiāo)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(kāi)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 。 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, fruity flavor ? more flexible in anizing our message delivery and ad censorship as registered as health food ?less dosage ?contains many essential vitamins based on cod liver oil Weakness ? product function is difficult to measure ? brand awareness is low, can’ t support the product ? promotions in the hospital are limited Opportunity ? imported product with fair price ? the awareness of importance of vitamins is increasing Threats ? strong petition(like Squib, Whitewall) 64 英揚(yáng) ?傳奇 CCE Seven Seas 七 海 品牌印記 (Brand Footprint) 65 Seven Seas 七 海 品牌印記 (Brand Footprint) 品牌意義 七海 的意義 就是 來(lái)自深海的多種維生素魚(yú)肝油 Seven Seas means multivitamin fish liver oil from the deep sea 七海 的意義 就是 抗 污染的 Seven Seas means antipollution 七海 的意義 就是 可口橙味的 Seven Seas means tasty with sweet orange flavor 66 Seven Seas 七 海 品牌印記 (Brand Footprint) 品牌個(gè)性 七海 是 有益的 Seven Seas is beneficial 七海 是 健康的 Seven Seas is healthy 七海 是 可愛(ài)的 Seven Seas is lovely 67 Seven Seas 品牌意義 七海 的意義 就是 來(lái)自深海的多種維生素魚(yú)肝油 Seven Seas means multivitamin fish liver oil from the deep sea 七海 的意義 就是 抗 污染的 Seven Seas means antipollution 七海 的意義 就是 可口橙味的 Seven Seas means tasty with sweet orange flavor 品牌個(gè)性 七海 是 有益的 Seven Seas is beneficial 七海 是 健康安全的 Seven Seas is healthy safety 七海 是 可愛(ài)的 Seven Seas is lovely 68 英揚(yáng) ?傳奇 CCE Seven Seas 七 海 銷(xiāo)售策略 (Selling Strategy) 品牌位置： 來(lái)自深海的多種維生素魚(yú)肝油兒童 保健糖漿 Brand Position: The deep sea Fish Liver Oil Health Syrup with multi Vitamins For Children Only 69 Seven Seas 七 海 銷(xiāo)售策略 (Selling Strategy) 品牌目標(biāo)： 純凈有益的兒童營(yíng)養(yǎng)必要補(bǔ)充劑 Brand Objective: Antipollution And Natural Nutrition Supplement Necessary For Children’s health 70 Seven Seas 七 海 銷(xiāo)售策略 (Selling Strategy) 廣告角色： 告訴消費(fèi)者七海不是一般的魚(yú)肝油 The Specific Role Of The Advertising: Tell the consumer that Seven Seas is no ordinary fish liver oil 71 Seven Seas 七 海 銷(xiāo)售策略 (Selling Strategy) 銷(xiāo)售概念構(gòu)架 (The Selling Idea Platform)： A）概念性目標(biāo)客層：了解 魚(yú)肝油的母親 The Conceptual Target： learned Mothers On Fish Liver Oil Knowledge 72 Seven Seas 七 海 銷(xiāo)售策略 (Selling Strategy) 銷(xiāo)售概念構(gòu)架 (The Selling Idea Platform)： B） 最核心的欲望 :希望自己孩子不一般 The Core Desire: “My child is no ordinary kid！ ”. 73 Seven Seas 七 海 銷(xiāo)售策略 (Selling Strategy) 銷(xiāo)售概念構(gòu)架 (The Selling Idea Platform)： C） 品牌如何最完美滿(mǎn)足最核心的欲望 :通過(guò)塑造七海不是一般的魚(yú)肝油的品牌形象來(lái)滿(mǎn)足消費(fèi)者希望孩子不一般的心理需求 How The Brand Best Fulfills The Core Desire: Seven Seas satisfies the consumer’s psychological needs which hoping her kid is no ordinary by building seven seas “ no ordinary ” brand image 74 Seven Seas 七 海 銷(xiāo)售策略 (Selling Strategy) 銷(xiāo)售概念構(gòu)架 (The Selling Idea Platform)： D）