【正文】 nt market is more mature ―Only food is not enough for my daily vitamin consume‖ 英揚 ?傳奇 CCamp。E 32 1. Preamble 2. Marketing and Competition Overview 3. CCamp。E 28 The Selling Idea Platform 銷售概念架構(gòu) Compelling Truth 強而有力的支持事實 ? 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”，在滿足概念性目標客層的核心欲望時，品牌所擔任角色之強而有力的支持事實。E 23 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 英揚 ?傳奇 CCamp。E 19 Example ? Examples: Brand Brand Position Marriott A ―vanilla‖ hotel Motorola A technology manufacturer MasterCard My other card 英揚 ?傳奇 CCamp。 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 。E 10 Example ? For example, key credit card category drivers are: the source of aspiration, the world of usage, and the functional role of the card. Amex and visa Footprints show how the brands are distinguished on these dimensions: 英揚 ?傳奇 CCamp。E 7 How Much of A Future Vision? 品牌印記的遠景如何？ ? For established,dominant brands, the Footprint will inevitably be built around existing positive associations of heavy users of the brand. Here the primary role of the Footprint is to express these meanings so everyone is in sync with what to protect and what to leverage as the brand is expanded. 對已建立起來的領(lǐng)導品牌而言，印記當然是建筑在目前重級使用者對此品牌的看法。 英揚 ?傳奇 CCamp。英揚 ?傳奇 CCamp。E 3 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. 這種擴張及延伸，讓我們必須重新重視并保護品牌的資產(chǎn)。 英揚 ?傳奇 CCamp。 英揚 ?傳奇 CCamp。 在最高層次 ， 它可用來展現(xiàn)構(gòu)成品牌形象活動核心的最重要品牌概念 。 英揚 ?傳奇 CCamp。 英揚 ?傳奇 CCamp。 英揚 ?傳奇 CCamp。E 31 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?‖ 英揚 ?傳奇 CCamp。 more suitable for children Product Profile 英揚 ?傳奇 CCamp。E 59 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 英揚 ?傳奇 CCamp。 ―contains cod liver oil‖。E 80 Cough amp。autumnautumnearly winterwinternot sureWhich Season to Prone to Catch Cold The Peak Season: winter。fever syrup: Tylenol, Bufferin, Xiaobai Product Profile 英揚 ?傳奇 CCamp。cough syrup for children 91 品牌印記 (Brand Footprint) 品牌個性 感冒藥專家 is the expert of flu drugs 可信的 is reliable 認真負責的 is conscientious 英揚 ?傳奇 CCamp。E 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 amp。Cough before kids get fever. 100 銷售策略 (Selling Strategy） 銷售概念構(gòu)架 (The Selling Idea Platform)： D）強有力的支持事實 :感冒的專家 The Compelling Truth: is the expert in relieving coldamp。 cold products. 英揚 ?傳奇 CCamp。coldamp。black 白加黑Ranking of the ideal brands or kinds 英揚 ?傳奇 CCamp。E 63 Geographical Target Area ? 1st target cities: SZ, GZ, then roll out to PRD ? 2nd target cities: SH and BJ (launched in late 2020) 英揚 ?傳奇 CCamp。 ScottsRMB 7s MVSRMB 英揚 ?傳奇 CCamp。E 43 ? 品牌意義 ? Bebion的意義就是 來自德國默克的復合維生素 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 嚴謹?shù)? ? Bebion is severe Bebion 44 Bebion 銷售策略 (Selling Strategy) 45 Bebion 銷售策略 (Selling Strategy) 品牌位置 ： 來自德國默克的復合維 生素 B均衡糖漿 The Brand Position: Vitamin B Complex Balanced Syrup ing from German Merck 46 Bebion 銷售策略 (Selling Strategy) 品牌目標： 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 47 Bebion 銷售策略 (Selling Strategy) 廣告角色： 向消費者傳達 “ 復合維生素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 48 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： A）概念性目標客層 /謹慎的母親 The Conceptual Target/ Careful And Caring Mothers 49 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： D）強有力的支持事實 (The Compelling Truth): 功能上 ： 中國市場上唯一糖漿型復合維生素 B產(chǎn)品 Function： The only syrup type for Vitamin B Complex In China Market 50 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： D）強有力的支持事實 : 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 51