【文章內容簡介】 “GenerationNext”Microsoft“AccesstoInformation”“Wheredoyouwanttogotoday?”31英 揚 ?傳 奇 CCE1.Preamble2.MarketingandCompetitionOverview3.CCECommunicationTools– Footprint– SellingStrategy4.Brand/Product Communication Strategy– Bebion/BebionVitaminBComplexSyrup– SevenSeas/SevenSeasMultivitaminSyrup– Dr.Freeman/Dr.FreemanCoughColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.BelowthelineandOtherMarketingTactics32英 揚 ?傳 奇 CCEBebion33VitaminsMarketOverview? TheOTCmultivitaminsmarketisestimatedtobeRMB269mn(US$33mn)34英 揚 ?傳 奇 CCEProductProfile? Productcategory:healthfood– theorderofproducts(nutrition)mentionedbyconsumers(with aided or unaided?):Calcium,Codliveroil,Multivitamin,VitC,IronandVitBplex.OurConcern:Theyarepossiblyourpotentialpetitors!!!35英 揚 ?傳 奇 CCE? MultiVitBingredients:B1,B2,B3,B6,B12– thefunctionsofeveryingredientsabove(pls.refertoclient’sbrieffordetailedinformation)OurConcern:Thefunctionsareslackandlackofconsistence.ProductProfile36英 揚 ?傳 奇 CCE? Productform:syrup– CurrentlyNoVitBplexsyrupisfoundinGZOurConcern:Quitenewproductform。moresuitableforchildrenProductProfile37英 揚 ?傳 奇 CCEGeographicaltargetarea? Targetedcities:SZ,GZ,thenrollouttoPRDOurConcern:? HigherinelevelinSZandGZthanotherinlandcities? Foodsupplementmarketismoremature“Onlyfoodisnotenoughformydailyvitaminconsume”38英 揚 ?傳 奇 CCESWOTStrength?moresuitableforchildren?syrupform?sweet,fruityflavor?moreflexibleinanizingourmessagedeliveryandadcensorshipasregisteredashealthfoodWeakness?relativelyhighprice(paredwithlocalproducts。dailycostRMB)?promotionsinthehospitalarelimited?difficulttosumupintooneUSPOpportunity?lesspetition(intermsofVBplex)?theawarenessofimportanceofvitaminsisincreasingThreats?lowpricestrategyoflocalproduct39英 揚 ?傳 奇 CCEBebion品牌印 記 (Brand Footprint)40Bebion品牌意 義Bebion的意 義 就是 來自德國默克的復合維生素 BBebion means Vitamin B plex ing from German MerckBebion的意 義 就是 B族維生素均衡糖漿Bebion means Vitamin B plex balanced syrupBebion的意 義 就是 構筑兒童均衡發(fā)育的基礎Bebion means a very important basis for children’s balanced growth 41Bebion品牌個性Bebion是 維生素的專家Bebion is the expert of VitaminBebion是 全面合理的Bebion is prehensive and equitableBebion是 嚴謹的Bebion is severe42? 品牌意義? Bebion的意義就是 來自德國默克的復合維生素 B? BebionmeansVitaminBplexingfromGermanMerck? Bebion的意義就是 B族維生素均衡糖漿? BebionmeansVitaminBplexbalancedsyrup? Bebion的意義就是 構筑兒童均衡發(fā)育的基礎? Bebionmeansaveryimportantbasisforchildren’sbalancedgrowth? 品牌個性? Bebion是 維生素的專家? BebionistheexpertofVitamin? Bebion是 全面合理的? Bebionisprehensiveandequitable? Bebion是 嚴謹的? BebionissevereBebion43英 揚 ?傳 奇 CCEBebion銷 售策略 (Selling Strategy)44Bebion銷 售策略 (Selling Strategy)品牌位置 ： 來自德國默克的復合維 生素 B均衡糖漿The Brand Position: Vitamin B Complex Balanced Syrup ing from German Merck 45Bebion銷 售策略 (Selling Strategy)品牌目 標 ： 兒童均衡發(fā)育的基礎 營養(yǎng)源The Brand Objective: The Basic Nutrition Resource Of Children’s Balanced Growth 46Bebion銷 售策略 (Selling Strategy)廣告角色： 向消費者傳達 “ 復合維生素B與兒童均衡發(fā)育息息相關 ” 的概念The Specific Role Of The Advertising: Deliver the message that children’s balanced growth is closely bound up with Vitamin B plex 47Bebion銷 售策略 (Selling Strategy)銷 售概念構架 (The Selling Idea Platform)：A）概念性目 標 客 層 /謹慎的母親The Conceptual Target/ Careful And Caring Mothers 48Bebion銷 售策略 (Selling Strategy)銷 售概念構架 (The Selling Idea Platform)：D） 強 有力的支持事 實 (The Compelling Truth):功能上 ： 中國市場上唯一糖漿型復合維生素 B產品Function： The only syrup type for Vitamin B Complex In China Market49Bebion銷 售策略 (Selling Strategy)銷 售概念構架 (The Selling Idea Platform)：D） 強 有力的支持事 實 :品牌上 :默克是維生素 C的發(fā)現(xiàn)者The Compelling Truth:Merck is the discoverer of Vitamin C 50Bebion銷 售策略 (Selling Strategy)銷 售概念構架 (The Selling Idea Platform)：B） 最核心的欲望： 希望孩子發(fā)育盡善盡美 The Core Desire/ Hope My Kids Grow Perfectly 51Bebion銷 售策略 (Selling Strategy)銷 售概念構架 (The Selling Idea Platform)：C） 品牌如何最完美 滿 足最核心的欲望：Bebion 全面補充維生素 B族營養(yǎng) ,改善孩子的胃口，幫助孩子均衡發(fā)育How The Brand Best Fulfills The Core Desire：Bebion provides children with prehensive Vitamin B plex nutrition,helps stimulate appetite and grow in a balanced way.52Bebion銷 售策略 (Selling Strategy)銷 售概念 : 構筑兒童均衡發(fā)育的基礎The Selling Idea: Bebion helps to constructing the foundation of children’s balanced growth. 53Bebion銷 售策略 (Selling Strategy)創(chuàng) 意概念 :讓兒童均衡發(fā)育均衡發(fā)育從維 B開始Ad Works : Let Children Grow In a Balanced Way. 54Seven Seas Multivitamin Syrup55? Productcategory:healthfood? Ingredients:– basement:codliveroil(fromdeepsea)– supplement:VitA,B1,B2,B3,B6,C,D,E? Flavor:Orangeflavor(realorangejuice)ProductProfile56英 揚 ?傳 奇 CCEOurConcern:? 7sMVSismorethantraditionalfishliveroil.ProductProfile57英 揚 ?傳 奇