【正文】 強(qiáng)有力的支持事實(shí) : 功能上 :含有 多種重要維生素和深海魚肝油的成份 The Compelling Truth: Function: Have The Ingredients Of Multi—vitamins And Fish liver Oil Coming From The Deep North Sea 75 Seven Seas 七 海 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 :來自 德國默克 The Compelling Truth: Brand:From German Merck 76 Seven Seas 七 海 銷售策略 (Selling Strategy) 銷售概念： 不一般的魚肝油 The Selling Idea: No Ordinary Fish Liver Oil 77 Seven Seas 七 海 銷售策略 (Selling Strategy) 創(chuàng)意 概念：七海寶寶更出眾 The Creative Idea: Outstanding seven seas，outstanding kids 78 Dr Freeman Cough Cold Syrup for Children 79 Cough Cold Market Overview ? The market is huge: RMB 876mn (98’ ) 80 英揚(yáng) ?傳奇 CCE %%%%%%%having signs of cold light cold symptomsevere coldsymptomothersmalefemale圖示結(jié)論： 不論男性被訪人群 ,還是女性被訪人群感冒前絕大多數(shù)人都有感冒前兆或感冒癥狀 其中有輕度癥狀者占絕大多數(shù)，男性為 %,女性為 % 可以推斷 ——幾乎所有人感冒前都有或多或少的癥狀 Settings of Consumption by the Whole Sample: Number： 511 Gender Group： 1660 SOURCE:IMI 81 %%%%%drugstorehospital shoppingcentermalemalefemaleLocation of Buying Cold Medicine By the Whole Sample: Number： 510 Gender Group： 1660歲 Multiple Answers ,so percent may extra 100% 圖示結(jié)論： %的男性以及 %的女性會(huì)在藥店 購買感冒藥 ,因此可推斷 ——不論男性還是女性，購買感冒藥首選的場所均為藥店 ,其次為醫(yī)院或診所 男女消費(fèi)者在購藥 場所選擇方面性別差異 不大 SOURCE:IMI 82 81%19%yesnoThe Habit of Keeping Cold Medicine at Home: Number:624 Say “ Yes” :508 Say “ No” :116 圖示結(jié)論： %的被調(diào)查家庭在家 中備有感冒藥 ,只有 % 的被調(diào)查家庭沒有此習(xí)慣 , 因此可推斷 ——感冒藥 是大多數(shù)家庭日常必備藥 。 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。 “ contains cod liver oil” 。 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。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。 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 。 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)者對品牌的看法，它更須考慮到把這個(gè)品牌的“品牌擁有者”對該品牌未來的看法。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)。它們包含了長期建立的意義和聯(lián)想。 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 。 20 英揚(yáng) ?傳奇 CCE Example ? Example: 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。 它將我們所知道的一切有關(guān)品牌在消費(fèi)者心中所須達(dá)成的意義與印象 ， 集中成一高專注的策略性概念與想法 ， 進(jìn)而表達(dá)我們希望廣告到底要對消費(fèi)者說什么