aak_行銷人員訓(xùn)練課程(ppt38)(編輯修改稿)
2025-01-28 10:31 本頁面
【文章內(nèi)容簡介】 中百憂解，喝一口就可以抒解你ㄧ天的鬱悶 ?Tag line: 茶裏王－：「好喝就像現(xiàn)泡，茶裏王－：「好喝就像現(xiàn)泡， 自然自然 回甘，讓生活回甘，讓生活 更又有更又有 味！」味！」 茶裏王品牌定位（ Brand Position）TargetTarget mindsetFrame of referencePoint of differencePermission to believe support2023 茶裏王 Brand Building PlanExercise 請依據(jù)現(xiàn)有的市調(diào)資料或個人預(yù)估例舉你的品牌核心的消費者！– Target consumer 的 demographic和 psychographic （必需描繪他們的生活價值觀與喜好、購買行為） – Target consumer 的 heavy, light, lapsed users 的大概消費頻率 時間：預(yù)計二十五分鐘。Exercise 請依據(jù)自已負(fù)責(zé)的品牌做出下列的 David Aaker’s Brand Building models. Brand Strategy Analysis Brand Identity System Brand Positioning Statement 時間：預(yù)計四十分鐘。規(guī)劃執(zhí)行 BeatYearAgo行銷行事曆的十大祕方Top Ten TipsFor Planning and Executing BYA Calendars1. Ensure Strategic Alignment 確定品牌策略的一致性2. 2. Don’t Repeat Tactics Without New Insights3. 不要墨守戰(zhàn)術(shù)而忽略了新的事業(yè)或消費者洞察4. Less Is More少就是美，簡單就是力量！5. Steal Shamelessly 竊取別人成功的模式6. Do The Math 做精準(zhǔn)的量化預(yù)估5. Build Layers Not LTO’s （ limited time offer）6. 建立有消費者洞察與相關(guān)性的品牌概念甚於限時限量的促銷活動6. Sweat The Details 要求執(zhí)行每一個細(xì)節(jié)7. Don’t Fool Yourself On Value 8. 不要讓陷入自以為是的價值迷思8. BYA In Every Distribution Points 要求每個分舖點都要能每天、每週、每月 Beat Year Ago（比去年更好）9. Do the Testing 將重大的行銷活動成先行做市調(diào)或市場測試茶裏王 2023 Marketing Strategy n We will drive frequency among teens and young adults by introducing new occasion－based and consumer insightdriven thematic TVC 利用消費時機與具有消費洞察力的主題廣告來刺激青少年與上班族的飲用頻率n We will drive trial and convert lapsed into light heavy users among teens and young adults by addressing excitement of the brand via flavor intension – distinctive line extension ( from the Chinese authentic tea to the Western fine tea . the British or Italian favored tea) 透過新產(chǎn)品的上市，將游離轉(zhuǎn)換為輕度與重度使用者。 (嘗試將茶裏王的茶類別由中國傳統(tǒng)現(xiàn)泡茶概念擴展至西式加味茶概念 )。n We will drive inhome frequency among home category managers ( the Moms) by addressing portion size and value barrier via offers. 透過產(chǎn)品線－新包裝與容量升級來克服購買上的價格門檻 ( /250ml六罐裝 )，刺激家庭主婦購買茶裏王的在家的飲用頻率。n We will drive frequency and promote “social occasions” among young adults and home category managers by holiday seasons at CNY and Ghost festival via 1L/ value offers to address value barrier. 針對春節(jié)及中元普渡過節(jié)氣氛，推出超值的大容量保特瓶 1L/，刺激年輕人、家庭主婦在歡樂節(jié)慶場合飲用 ” 清爽現(xiàn)泡又回甘 ” 的茶裏王。n We will drive trial and frequency and embark occasionbased marketing for beverage incidence with relevant food categories by promotion cobrands’ merchandising and bundled super value offer to drive beverage incidence 對針通路特性與不同的飲用時機諸如：、提供通路相關(guān)的產(chǎn)品、品牌訊息的陳列活動或促銷組合超值餐，來刺飲用率 ?p Supermarket 「超市」－ ”Refreshed shopping”, “ Quick mission for no brain meal solution,”喝邊逛－輕鬆購物 ”、 ”上班族懶骨頭方便餐 ”p CVS「便利店」－ “ Refilling freshness for onthego”, 便利店－ ”喝了清爽又回甘，上車再出發(fā) ”p ED 「餐飲小吃店」－ “Perfect match with Food” ， ”美食好拍擋 ” 茶裏王 2023 Marketing Strategy 茶裏王 2023 Marketing Strategy品牌行銷策略與戰(zhàn)術(shù)Strategies 1. Drive frequency among teens and young adults by introducing new occasion－ based and consumer insightdriven thematic TVC利用消費時機與具有消費洞察力的主題廣告來刺激青少年與上班族的飲用頻率 Tactics:Through consumer relevant TVC 消費相關(guān) 的主題式廣告a) 上班族加班出糗篇早上趕公車篇老板騷擾篇上班電電篇公同聚餐搶位子篇b） 全國性電臺－老闆不在，輕鬆一下篇2. Drive trial of lapsed users into light/heavy users among teens and young adults by introducing distinctively line extension － 6
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