pr在品牌和市場中的重要作用thepowerfulroleofprinbrandingandmarketing(編輯修改稿)
2025-01-03 22:15 本頁面
【文章內(nèi)容簡介】 r needs ? Fast conceptto counter ? Never satisfied obsolete own and petitors39。 products ? Learning anization Alignment amp。 Consistency: Disciplines, Priorities, and KPIs The McPlaybook* Make it easy to eat ? 50% drivethru ? Meals held in one hand Make it easy to prepare ? High Turnover ? Tasks simple to learn amp。 repeat Make it quick ? “Fast Food” ? Tests new products for Cooking Times Make what customers want ? Prowls market for new products ? Monitored field tests *Adapted from: Businessweek , Februrary 5th 2022 Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders, Michael Treacy amp。 Fred Wiersema。 1995 Product Leadership (best product) Customer Intimacy (best total solution) Alignment amp。 Consistency Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders, Michael Treacy amp。 Fred Wiersema。 1995 Product Leadership (best product) Customer Intimacy (best total solution) Alignment amp。 Consistency HP wellbalanced portfolio, mass customization Acer super lean cost structure, aggressive pricing Apple powerful products, premium pricing, limited range Still Doing well in 2022 Alignment amp。 Consistency: Business Model USP Market Discipline Profit Model Alignment amp。 Consistency: The 6 Sins of Greenwashing 1. Sin of the Hidden TradeOff 2. Sin of No Proof 3. Sin of Vagueness 4. Sin of Irrelevance 5. Sin of Fibbing 6. Sin of Lesser of Two Evils Study by: TerraChoice, December 2022 Role 2: Feed you, Feed me The Four Roles of PR in Branding and why we are important to the branding process Integrating Internal/External Internal External Feed Feed Integrating Internal/External Internal ? Halal Committee ? Social Education (. SCK) ? Umrah trip ? China Trip ? RBOS ? CFA/HFA ? Coffee Van External ? Sponsorship ? Donations ? News clippings ? Newspaper Ads ? MHI ? Awards ? Corporate Profile ? AGM ? Gov. Celebrity ? Analyst research Integrating Internal/External Internal ? Entrepreneur Dev. ? Health products ? Health education ? “Made in Malaysia” ? Events ? Media Celebrity External ? Website ? DSAM ? Yayasan ? Publish Book ? Social Education ? Crisis Comm ? Children Education ? National interest ? Analyst BD connections Role 3: External Communication The Four Roles of PR in Branding and why we are important to the branding process Communications Integration Communications Internal External Mgmt Distributors Suppliers Media Government Public Authorities Associations Universities NGOs Investors Proactive Reactive Proactive Reactive COMM Tools COMM Tools Employees Audiences Institutional Fund Managers Corporations Sovereign Funds VCs NGOs NonProfit Org Financial (Loans) JV Partners Mamp。A Social VCs Holding Co. HQ (MNC) Gov VCs Supply Chain Government PFI Competitors Franchisees Audiences Individuals Investors Employees Shareholders Customers Distributors* Management How do External Parties get their ?INFO?? (1/2) Institutional Gov./Politics Customers Suppliers Economics AGM Market Research Inter* Annual Report Media Analysts Fund Managers Due Diligence NGOs Newsletter Spokespersons How do External Parties get their ?INFO?? (1/2) Institutional Gov./Politics Customers Suppliers Economics AGM Market Research I
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