【正文】 望廣告到底要對(duì)消費(fèi)者說什么 。 ” helps brain development” – SZ: “ contains many essential vitamins” 。Dr Freeman is the subbrand of merck only for series cough cold products. 87 英揚(yáng) ?傳奇 CCE SWOT Strength ? Low Price ?Unique Formula ?Good quality Weakness ? no brand awarness to support the product Opportunity ? Concentrate effect on the early stage of cold ?large cold cough market ? Competitive voice is not noise in San dong ?well developed retail environment Threats ? strong petition ?Strict regulatory control on AP activities 88 英揚(yáng) ?傳奇 CCE 品牌印記 (Brand Footprint) 89 品牌印記 (Brand Footprint) 品牌意義 來自德國的感冒藥 means a flu drug from German 醫(yī)生推薦使用的 means doctor’ s remended 治療兒童傷風(fēng)和咳嗽的糖漿 means a coldcough syrup for children 90 品牌印記 (Brand Footprint) 品牌個(gè)性 感冒藥專家 is the expert of flu drugs 可信的 is reliable 認(rèn)真負(fù)責(zé)的 is conscientious 91 Dr. Freeman 品牌意義 來自德國感冒藥 means a flu drug from German 醫(yī)生推薦使用的 means doctor’ s endorsement 治療兒童傷風(fēng)和咳嗽的糖漿 means a coldcough syrup for children 品牌個(gè)性 就是感冒專家 is the expert of flu drugs 可信的 is reliable 認(rèn)真負(fù)責(zé)的 is conscientious 92 英揚(yáng) ?傳奇 CCE 銷售策略 (Selling Strategy) 93 銷售策略 (Selling Strategy) 品牌位置： 溫和有效治療兒童傷風(fēng)咳嗽的糖漿 Brand Position: A Syrup For Mildly And Effectively Relieving Children’ s ColdCough 94 銷售策略 (Selling Strategy) 品牌目標(biāo)： 感冒藥專家 Brand Objective: The Expert Of Flu Drugs 95 銷售策略 (Selling Strategy) 廣告角色： 傳達(dá)即治療發(fā)燒前的感冒癥狀非常重要 The Specific Role Of The Advertising: Deliver The Message That It Is Very Important To Cure Cold And Cough In Time Before Getting Fever 96 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 :細(xì)心的父母 The Conceptual Target: Careful Parents 97 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： B） 最核心的欲望 /周到 The Core Desire/ Considerate 98 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： C） 品牌如何最完美滿足最核心的欲望 : 感冒藥專家的細(xì)心周到，讓孩子在發(fā)燒前即消除感冒 How The Brand Best Fulfills The Core Desire: German Flu expert Can Relive ColdCough before kids get fever. 99 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) :感冒的專家 The Compelling Truth: is the expert in relieving coldcough 100 銷售策略 (Selling Strategy) 銷售概念： 是細(xì)心嚴(yán)謹(jǐn)?shù)母忻八帉＜? The Selling Idea:Dr. Freeman is a solicitude and conscientious expert in flu drugs 101 MERCK 默克 ? SELLING IDEA – MAINTANCE THE FOUNDATION OF PEOPLES’ HEALTH 維護(hù)健康的基礎(chǔ) ? CREATIVE IDEA – THE POWER OF PROMISE 承諾的力量 102 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 103 英揚(yáng) ?傳奇 CCE Belowtheline and Other Marketing Tactics 104 Bebion 類型：促銷活動(dòng) Style:SP Activity 主題：兒童拼圖有獎(jiǎng)活動(dòng) Subject:Children’ s Jigsaw Puzzle Reward Activity 對(duì)象： 2—— 12歲的兒童 Target:212years old children 手段： SP活動(dòng)期間，買就送“貝康安寶寶”拼圖卡片，兒童用拼圖卡片來拼出包裝盒上“貝康安寶寶”的各種姿態(tài)，按拼出的姿態(tài)種類的多少設(shè)立不同獎(jiǎng)項(xiàng) 目的： 提高商品接觸及使用率 達(dá)到品牌指名購買 活動(dòng)方案 Activity Plan 105 Seven Seas 七 海 活動(dòng)方案 Activity Plan 類型：事件活動(dòng) Style:Event Activity 主題：“不一般寶寶”的“不一般技能”大賽 Subject: “ No Ordinary Ability Contest” For “ No Ordinary Babies” 對(duì)象： 2——8歲兒童 Target:28years old children 方式：將不一般的產(chǎn)品性能和兒童不一般的健康體能有機(jī) 結(jié)合，利用報(bào)紙和廣播電視的社會(huì)影響力，進(jìn)行前期報(bào)名、 活動(dòng)期追蹤報(bào)道和消息稿的發(fā)布，加上開設(shè)“兒童與魚肝油 健康咨詢熱線”，可望達(dá)到社會(huì)對(duì)多種維生素魚肝油的接受 和信賴。 SOURCE:IMI 83 5 051015202530Contac 康泰克Gankang 感康Ganmaotong感冒通 Ganmaoqing感冒清Sanlitong散利痛Tylenol Cold泰諾Suxiao GanmaoJiaonang速效感冒膠囊Whiteblack 白加黑Ranking of the ideal brands or kinds 84 英揚(yáng) ?傳奇 CCE 2505101520253035Between winter springSpringlate spring early summersummerbetween summer autumnautumnearly winterwinternot sureWhich Season to Prone to Catch Cold The Peak Season: winter。 Junior CentrumRMB 。 25 英揚(yáng) ?傳奇 CCE The Selling Idea Platform 銷售概念架構(gòu) B. The Core Desire 最核心的欲望 ? The Core Desire is the most relevant desire, need, hope, or fear of the conceptual target that the brand can meaningfully address. 它是概念性的目標(biāo)客層最關(guān)切的欲望、需求、希望或恐懼，而且是品牌可以有意義加以解決的。 15 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？ ? Thus, while there should always be a sing