【正文】 配系統(tǒng)。 Background (Cont’d) 背景 This led to confusion of the brand assets, which caused a longterm problem for President?s dairy products, since they needed to convey a clear image of “freshness” and “expertise.” 這導(dǎo)致牌子混淆，給“統(tǒng)一”的乳類食品造成了長(zhǎng)期問(wèn)題，它們需要一個(gè)“新鮮”和“專業(yè)”的清晰形象。 Coffee from Paris from a caf233。 Manner 氣氛及風(fēng)格 ? Though the visual part of the Left Bank Caf233。 Sells More Than Just Coffee (Cont’d) 不僅是賣咖啡 ? We are currently evaluating the possibilities for Frenchstyle cakes, and in the future we hope to have special refrigerators in stores, exclusively for Left Bank Caf233。. ? The radio ads are like poetic vigtes from the caf233。! 法國(guó)國(guó)慶期間 ， 左岸咖啡館是慶宴和法國(guó)電影節(jié)贊助商之一 。 Coffee Fresh/sold on consignment 24 + 1 22 + 2 19 + 3 15 + 4 NT$15 NT$25 招牌咖啡 法國(guó)文學(xué)咖啡館 咖啡 寄售 Five Tips To Build A Brand From Scratch 從無(wú)到有建立品牌五個(gè)秘訣 1. Ensure your brand performs 保證您的品牌是 high quality product 質(zhì)量好的產(chǎn)品 a role in people?s lives 在人們的生活中扮演一定的角色 2. Define your category precisely 精確地定義你的產(chǎn)品類別 Five Tips To Build A Brand From Scratch 從無(wú)到有建立品牌五個(gè)秘訣 3. Think beyond price to what creates ?value? in people?s minds 超越價(jià)格因素去想什么能在人們心目中產(chǎn)生“價(jià)值” 4. Connect product benefit with brand personality/image with consumer needs/beliefs 將產(chǎn)品的好處與品牌個(gè)性 /形象、消費(fèi)者的需求 /信念聯(lián)系起來(lái)。 還制作了 15分鐘題為 “ 左岸咖啡館之旅 ” 的有線電視節(jié)目 ， 介紹塞納河左岸20家咖啡館 。 The Relationship With The Brand (Cont’d)品牌寫真 (續(xù) ) ? Left Bank Caf233。 Sells More Than Just Coffee 不僅是賣咖啡 ? So now when you look in the refrigerators at 7 Eleven, you will also find Th233。 Tone amp。 Price 價(jià)格 ? All the strategic thinking was concentrated on one major objective: how can we make consumers accept the unreasonably high price of NT$25 per cup? 所有策略思考都集中在一個(gè)主要目的：如何讓消費(fèi)者接受 25元一杯的高價(jià)？ ? We asked ourselves a series of questions to help us ensure we could create a highclass brand. 我們自問(wèn)一連串相關(guān)問(wèn)題，以確保能創(chuàng)造出一個(gè)高級(jí)的品牌。 ? 休閑鞋和耐克品牌又有什么聯(lián)系呢 ? 撤回該系列 “ It is not enough just to know the consumer. You also have to know your brand” “僅了解消費(fèi)者是不夠的，還要 了解你的品牌” (Phil Knight, Nike founder) (Phil Knight, 耐克創(chuàng)立者 ) Why ? 為什么？ Revisiting the modity consumer 再訪消費(fèi)者 Lessons From Nike 從耐克吸取的教訓(xùn) ? Deliver a superior product, as defined by the consumer 消費(fèi)者認(rèn)為你所提供的是 出眾的產(chǎn)品 ? not something anyone can do 而不是任何品牌都可以做到的產(chǎn)品 ? At an acceptable premium 付出可接受的額外費(fèi)用 ? Own a corner of the consumer psyche 在消費(fèi)者的 靈魂深處 擁有一席之位 ? the desire in all of us to be a ?winner? 每一個(gè)人都有想成為“勝者”的欲望 ? Reorientate all elements of the marketing mix to support the brand 重新定向各種行銷手段來(lái)支持該品牌 ? eg : ?Just Do It? 如：“ Just Do It” –extreme effort of petition 競(jìng)爭(zhēng)的極度努力 –fun, irreverent attitude to life 趣味，對(duì)生活不遜的態(tài)度 Left Bank Caf233。 市場(chǎng)競(jìng)爭(zhēng)激烈，原材料成本不斷上升，如果能將相同類別、相同容量的飲料賣到 25元，那該多好！ Package 包裝 ? The brand story starts with a plastic cup. 品牌的故事從一個(gè)塑料杯開(kāi)始。 Target Group 目標(biāo)消費(fèi)群 ? Who would be the most willing to pay NT$25 to buy a coffee that would only cost NT$15 in a Tetra Pak? 用 Tetra Pak包裝的咖啡只賣 15元， 誰(shuí)會(huì)最愿意付 25元買一杯咖啡？ Target Group (Cont’d) 目標(biāo)消費(fèi)群 ? Any new beverage product must achieve a good turnover within three months, or it will be delisted. Who would be more than merely curious (since curiosity alone would not be enough