【文章內(nèi)容簡(jiǎn)介】 CF Influence Battlefield Leadership Ubiquity Potential 1 2 3 4 5 6 7 8 9 Dominate / Defend : (1) TV Ad。 (2) Helpline。 (3) Press Art。 (4) In store display。 (5) Window displays。 (6) Mag Ad。 (7) News. Ad。 (8) TV pgms spnsr。 (9) In store literature Fix Urgently or Pull Out : 1 2 3 4 5 6 7 8 9 Maximize Appropriation : (2) Mail from Cie Consider Investing More : (1) Friend/colleague。 (3) Info with monthly bill。 (4) Voucher。 (5) Wele pack。 (6) Customer mag。 (7) In store sales pers.。 (8) Spouse/partner。 (9) Signif others 1 2 3 4 Use to Build Frequency and Ubiquity : (1) O/Door Ad。 (2) Insert。 (4) Bus/Train Ad Pull Out : (3) Radio Ad 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Invest in Future Gains : (5) Sports events spsr Consider Pilot : (1) SMS /call。 (2) My kids。 (3) Email message。 (4) Inter sites。 (6) Cinema Ad。 (7) Inter Ad。 (8) Offer through work。 (9) Sales people in public place。 (10) Radio pgms spnsr。 (11) Joint offer。 (12) Event sponsor。 (13) iTV Commercial。 (14) Info Airport/Airplane Generated by MCAutomated169。. Integration174。 is trademark and copyright owner of all MCA169。 products, tools and service marks 22% of spend 18% of spend 32 超過臨界值 = 優(yōu)勢(shì) 低于臨界值 = 劣勢(shì) 一線接觸點(diǎn) 領(lǐng)導(dǎo)層接觸點(diǎn) 潛在的接觸點(diǎn) 隨時(shí)隨地的接觸點(diǎn) … 低于臨界值 BEP 固定或可選宣傳 … 低于臨界值 BEP 固定或可選宣傳 … 低于臨界值 BEP 固定或可選宣傳 … 低于臨界值 BEP 固定或可選宣傳 在這些接觸點(diǎn)上，品牌評(píng)分超過臨界值 BEP 支配或保護(hù) 在這些接觸點(diǎn)上，品牌評(píng)分超過臨界值 BEP 開始投入或加大投入 在這些接觸點(diǎn)上，品牌評(píng)分超過臨界值 BEP 投資或試點(diǎn)于未來的收益 在這些接觸點(diǎn)上，品牌評(píng)分超過臨界值 BEP 再投入或進(jìn)行經(jīng)常性 或隨時(shí)隨地宣傳活動(dòng) 關(guān)聯(lián)度最高 關(guān)聯(lián)度最低 差異化 低 CCF值 影響 高 CCF值 品牌體驗(yàn)矩陣圖 33 Strengths Weaknesses of Brands : OUR Brand Experience Points Breakdown Battlefield cluster ? Consumers39。 Technology ? UK: 9/36 contacts 1,000 2,000 3,000 4,000 5,000 Threshold = 921 Rankings OUR Brand Alpha Associations OUR Brand Alpha TV Ad (76) 19 % 3 41 27 % 1 60 Helpline (73) 15 % 4 14 18 % 3 16 Press Art (68) 20 % 3 36 23 % 1 40 In store display (66) 19 % 3 31 24 % 1 39 Window displays (65) 22 % 2 34 23 % 1 35 Mag Ad (63) 21 % 2 34 20 % 4 32 News. Ad (57) 20 % 2 30 26 % 1 38 TV pgms spnsr (57) 25 % 2 21 17 % 3 15 In store literature (55) 17 % 5 22 21 % 2 27 Share of BEP OUR Brand (Above Threshold) Share of BEP OUR Brand (Below Threshold) Share of BEP Alpha (Above Threshold) Share of BEP Alpha (Below Threshold) Generated by MCAutomated169。. Integration174。 is trademark and copyright owner of all MCA169。 products, tools and service marks October 2023 – For BMW – Case of Consumers’ Technology – UK Total Sample 34 Strengths Weaknesses of Brands: Our Brand Brand Experience Points Breakdown Leadership cluster ? Consumers39。 Technology ? UK: 9/36 contacts 1,000 2,000 3,000 4,000 5,000 Threshold = 921 Rankings Our Brand Alpha Associations Our Brand Alpha Friend/colleague (72) 14 % 4 8 24 % 2 13 Mail from Co. Cie (69) 25 % 3 20 26 % 2 20 Info with monthly bill (68) 20 % 3 12 25 % 2 15 Voucher (68) 9 % 5 3 10 % 4 4 Wele pack (68) 19 % 2 13 18 % 4 12 Customer mag (68) 17 % 4 9 27 % 2 14 In store sales pers. (67) 19 % 4 10 23 % 2 12 Spouse/partner (62) 11 % 4 5 26 % 2 10 Signif others (59) 19 % 3 11 22 % 2 13 Share of BEP Our Brand (Above Threshold) Share of BEP Our Brand (Below Threshold) Share of BEP Alpha (Above Threshold) Share of BEP Alpha (Below Threshold) Generated by MCAutomated169。. Integration174。 is trademark and copyright owner of all MCA169。 products, tools and service marks October 2023 – For BMW – Case of Consumers’ Technology – UK Total Sample 35 Strengths Weaknesses of Brands: Our Brand Brand Experience Points Breakdown Potential cluster ? Consumer Technology ? 14/36 contacts 1,000 2,000 3,000 4,000 5,000 Threshold = 921 Rankings Our Brand Alpha Associations Our Brand Alopha SMS /call (51) 9 % 5 4 13 % 4 6 My kids (45) 14 % 4 5 12 % 5 4 Email message (45) 12 % 5 6 17 % 3 9 Inter sites (44) 28 % 1 16 21 % 2 12 Sports events spsr (41) 33 % 1 24 15 % 3 11 Cinema Ad (41) 21 % 2 13 20 % 3 12 Inter Ad (38) 23 % 2 17 18 % 3 13 Offer through work (37) 8 % 5 2 22 % 2 5 Sales people in public place (35) 15 % 5 5 17 % 4 5 Radio pgms spnsr (33) 19 % 3 8 25 % 2 10 Joint offer (32) 23 % 2 7 23 % 2 7 Event sponsor (28) 19 % 3 7 24 % 2 8 iTV Commercial (26) 15 % 5 5 21 % 3 8 Info Airport/Airplane (25) 17 % 4 7 22 % 2 9 Share of Our Brand (Above Threshold) Share of Our Brand (Below Threshold) Share of BEP Alpha(Abov