頂新?tīng)I(yíng)銷人員專業(yè)訓(xùn)練教材(編輯修改稿)
2025-02-08 08:10 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 品質(zhì)最優(yōu)良的好茶，也是茶中百憂解，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(qǐng)依據(jù)現(xiàn)有的市調(diào)資料或個(gè)人預(yù)估例舉你的品牌核心的消費(fèi)者！– Target consumer 的 demographic和 psychographic?。ū匦杳枥L他們的生活價(jià)值觀與喜好、購(gòu)買行為） – Target consumer 的 heavy, light, lapsed users 的大概消費(fèi)頻率 時(shí)間：預(yù)計(jì)二十五分鐘。Exercise 請(qǐng)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(shí)間：預(yù)計(jì)四十分鐘。規(guī)劃執(zhí)行 BeatYearAgo行銷行事曆的十大祕(mì)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(fèi)者洞察4. Less Is More少就是美，簡(jiǎn)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(fèi)者洞察與相關(guān)性的品牌概念甚於限時(shí)限量的促銷活動(dòng)6. Sweat The Details 要求執(zhí)行每一個(gè)細(xì)節(jié)7. Don’t Fool Yourself On Value 8. 不要讓陷入自以為是的價(jià)值迷思8. BYA In Every Distribution Points 要求每個(gè)分舖點(diǎn)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(dòng)成先行做市調(diào)或市場(chǎng)測(cè)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(fèi)時(shí)機(jī)與具有消費(fèi)洞察力的主題廣告來(lái)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(guò)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(guó)傳統(tǒng)現(xiàn)泡茶概念擴(kuò)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(guò)產(chǎn)品線－新包裝與容量升級(jí)來(lái)克服購(gòu)買上的價(jià)格門檻 ( /250ml六罐裝 )，刺激家庭主婦購(gòu)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(duì)春節(jié)及中元普渡過(guò)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(lè)節(jié)慶場(chǎng)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(duì)針通路特性與不同的飲用時(shí)機(jī)諸如：、提供通路相關(guān)的產(chǎn)品、品牌訊息的陳列活動(dòng)或促銷組合超值餐，來(lái)刺飲用率 ?p Supermarket 「超市」－ ”Refreshed shopping”, “ Quick mission for no brain meal solution,”喝邊逛－輕鬆購(gòu)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(fèi)時(shí)機(jī)與具有消費(fèi)洞察力的主題廣告來(lái)刺激青少年與上班族的飲用頻率 Tactics:Through consumer relevant TVC 消費(fèi)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(guó)性電臺(tái)－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 distinctive
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