【正文】 E Communication Tools – Footprint – Selling Strategy 4. Brand/Product Communication Strategy – Bebion/Bebion Vitamin B Complex Syrup – Seven Seas/Seven Seas Multivitamin Syrup – Dr. Freeman/Dr. Freeman Cough amp。Cough before kids get fever. 100 銷售策略 (Selling Strategy） 銷售概念構(gòu)架 (The Selling Idea Platform)： D）強(qiáng)有力的支持事實(shí) :感冒的專家 The Compelling Truth: is the expert in relieving coldamp。cough syrup for children 91 品牌印記 (Brand Footprint) 品牌個(gè)性 感冒藥專家 is the expert of flu drugs 可信的 is reliable 認(rèn)真負(fù)責(zé)的 is conscientious 英揚(yáng) ?傳奇 CCamp。 cold products. 英揚(yáng) ?傳奇 CCamp。fever syrup: Tylenol, Bufferin, Xiaobai Product Profile 英揚(yáng) ?傳奇 CCamp。coldamp。autumnautumnearly winterwinternot sureWhich Season to Prone to Catch Cold The Peak Season: winter。black 白加黑Ranking of the ideal brands or kinds 英揚(yáng) ?傳奇 CCamp。E 80 Cough amp。E 63 Geographical Target Area ? 1st target cities: SZ, GZ, then roll out to PRD ? 2nd target cities: SH and BJ (launched in late 2020) 英揚(yáng) ?傳奇 CCamp。 ―contains cod liver oil‖。 ScottsRMB 7s MVSRMB 英揚(yáng) ?傳奇 CCamp。E 59 Our Concern: ? Different from Vit B, the necessary of fish liver oil is much greater in consumers’ mind, though they maybe can’t name its functions in details. ? The market of fish liver oil is more mature. Potential Competitors for 7s MVS 英揚(yáng) ?傳奇 CCamp。E 43 ? 品牌意義 ? Bebion的意義就是 來自德國默克的復(fù)合維生素 B ? Bebion means Vitamin B plex ing from German Merck ? Bebion的意義就是 B族維生素均衡糖漿 ? Bebion means Vitamin B plex balanced syrup ? Bebion的意義就是 構(gòu)筑兒童均衡發(fā)育的基礎(chǔ) ? Bebion means a very important basis for children’s balanced growth ? 品牌個(gè)性 ? Bebion是 維生素的專家 ? Bebion is the expert of Vitamin ? Bebion是 全面合理的 ? Bebion is prehensive and equitable ? Bebion是 嚴(yán)謹(jǐn)?shù)? ? Bebion is severe Bebion 44 Bebion 銷售策略 (Selling Strategy) 45 Bebion 銷售策略 (Selling Strategy) 品牌位置 ： 來自德國默克的復(fù)合維 生素 B均衡糖漿 The Brand Position: Vitamin B Complex Balanced Syrup ing from German Merck 46 Bebion 銷售策略 (Selling Strategy) 品牌目標(biāo)： 兒童均衡發(fā)育的基礎(chǔ) 營養(yǎng)源 The Brand Objective: The Basic Nutrition Resource Of Children’s Balanced Growth 47 Bebion 銷售策略 (Selling Strategy) 廣告角色： 向消費(fèi)者傳達(dá) “ 復(fù)合維生素B與兒童均衡發(fā)育息息相關(guān) ”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 48 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： A）概念性目標(biāo)客層 /謹(jǐn)慎的母親 The Conceptual Target/ Careful And Caring Mothers 49 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： D）強(qiáng)有力的支持事實(shí) (The Compelling Truth): 功能上 ： 中國市場上唯一糖漿型復(fù)合維生素 B產(chǎn)品 Function： The only syrup type for Vitamin B Complex In China Market 50 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： D）強(qiáng)有力的支持事實(shí) : 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 51 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)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 52 Bebion 銷售策略 (Selling Strategy) 銷售概念構(gòu)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(bǔ)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. 53 Bebion 銷售策略 (Selling Strategy) 銷售概念 : 構(gòu)筑兒童均衡發(fā)育的基礎(chǔ) The Selling Idea: Bebion helps to constructing the foundation of children’s balanced growth. 54 Bebion 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. 55 Seven Seas Multivitamin Syrup 英揚(yáng) ?傳奇 CCamp。 more suitable for children Product Profile 英揚(yáng) ?傳奇 CCamp。E 34 Vitamins Market Overview ? The OTC multivitamins market is estimated to be RMB 269 mn (US$ 33mn) 英揚(yáng) ?傳奇 CCamp。E 31 Examples Brand Selling Idea Creative Idea 7Up ―An Occasional Alternative to Cola‖ ―The Uncola‖ Pepsi (1997) ―The Official Generation X Cola‖ ―Generation Next‖ Microsoft ―Access to Information‖ ―Where do you want to go today?‖ 英揚(yáng) ?傳奇 CCamp。 Johnson and yours‖ Brand Myth ―Marlboro Country‖ Marlboro Cigarettes 英揚(yáng) ?傳奇 CCamp。 英揚(yáng) ?傳奇 CCamp。 英揚(yáng) ?傳奇 CCamp。 英揚(yáng) ?傳奇 CCamp。E 21 Example ? Example: Brand Brand Objective Marriott A memorable experience Motorola The leading brand in mobile personal munications MasterCard A card I feel good about 英揚(yáng) ?傳奇 CCamp。 英揚(yáng) ?傳奇 CCamp。籍有在品牌足跡所建立的品牌價(jià)值架構(gòu)內(nèi)作業(yè)，品牌足跡與銷售策略這兩者，也同時(shí)支持并提升了品牌力量。 在最高層次 ， 它可用來展現(xiàn)構(gòu)成品牌形象活動(dòng)核心的最重要品牌概念 。E 14 What Is The Role of The Selling Strategy? 銷售策略扮演的角色如何？ ? The Selling Strategy is a discipline that is singlemindedly focused on generating brandbuilding ideas. Ideas that attract brand customers and build brand franchises. Ideas that create brand (and marketplace ) dominance in consumer’s mind. 銷售策略是一種建立品牌概念單一且專注的方法 。 英揚(yáng) ?傳奇 CCa