索尼數(shù)碼市場推廣方案(ppt33)-文庫吧在線文庫
【正文】 FFERENT FASHIONABLE TASTEFUL THE Cybershot BRAND ARCHITECTURE U SERIES TECHNOLOGY FOR CURIOSITY P SERIES P10 leads TECHNOLOGY FOR CREATIVITY F SERIES TECHNOLOGY FOR PERFECTION THE CREATOR Fashionable, Stunningly Different, Technologically Superior, Tasteful IMAGE ENRICHMENT Fashionable Stylish/Compact Young /Fun 5 MEGA PIXELS Hi Tech/Trendy Unique style Lens/CCD Quality Professional image APPROACH 1: NARROWCASTING BY REFLECTION IMAGE Should reflect the brand values Curiosity Creativity Perfection Technology Stunningly different Fashionable Tasteful, Superior APPROACH 2: BROADCASTING BY ASSOCIATION TO ROLE MODELS IMAGE Should associate with personality traits of the brand values Curiosity Creativity Perfection Technology Stunningly different Fashionable Tasteful, Superior CREATIVE PRESENTATION Cybershot Events EVENT OBJECTIVES ? Grand Launch Impact ? About Lifestyle ? About “Creativity” ? Enhance Product Knowledge ? Drive Product Offtake 1. “Create your Cybershot” ? The idea : – Sony creates exotic “photo opportunities” for you, all around China ? The “Photo Opportunities” – Exotic “objects” placed in popular, high traffic areas ( , 新天地 ), termed “Sony Creations” – A total of 10 creations in BJ/SH/GZ ? Each photo taken at “Sony Creations” sites can be sent to Cybershot Online Expo – entitled to premium / gifts with
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