【正文】 q Life time home service q Warranty on 1 year to 3 year terms. For some brands, it’s from 5 to 10 years.Standardize Language and behavior, package them語(yǔ)言及行為進(jìn)一步規(guī)范，并被包裝化Competitor Analysism Service language and behaviorHaier 海爾“FivePoint” Pro service五個(gè)一服務(wù)?One starclass service card 一張星級(jí)服務(wù)卡?One pair of shoe covers 一付鞋。WarmRespect being valuedWorry about the inconsistent quality which raely exists.Manmade factors 人為因素especially kidsdamage caused by improper use使用不當(dāng)CarefreeService valueConsumer Analysis m Haier consumers’ attitude to ASS (Source:IMI)Brand owners’ perception of ASS during purchasing (Beijing) One reason I chose of buying Haier is for good service, I don’t worry that much.Consumer Analysis m Siemens consumers’ attitude to ASS (Source: sales girl meeting in Shanghai)Want to buy SiemensMost inquire about ASSDoor to door delivery商場(chǎng)送貨上門Decide to buy Siemens Some turn to HaierSalesgirl導(dǎo)購(gòu)小姐Time of delivery not guaranteedTime not guaranteed。m TargetSiemens owners and their friends intending to buy refrigerators m PeriodAugust 15,1999October m Region:Top 20 cities (based on sales volume) in the first phasePromotion plan 3: Share the life of SiemensPromotion PlanPromotion plan 3: Share the Siemens lifem contentsq Send every Siemens user from the consumer’s archive a letter with the name of “Siemens Home of Service” based on the consumers archive. The total： 200,000 (including the washing machine users 100,000）。Easier to changeconsumers’ behaviorSiemens can differentiate itself with HaierConsumers’ UAConsumers’ UASixstep purchase process Trigger Consider Search Choose Buy Experience Upgrade or change old refrigeratorNewly married Key motivator:no negativeassociationnew benefitsIn storeinfluencessalesmanposterscounter?Life style?TVC?WOM?Size/type?Brand?Price?Features?Functions?Price?Brand?Press?Quality assurance?Brand/Producer?Price?Price?POSpoint ofsales? Aftersalesservice? Any problemsA shortlist ofbrands12top ofmindProblemsolvingKey motivator:solve allcurrentproblemsnew benefitsSelfimprovementSelfmaintenanceAnyrelatedinformationFit with previous expectation?Consumers’ UAm Purchase criteria q Quality q Features/Functions q Size?Price q Convenient usage q After sales serviceq Brand q Manufacturer Quite a few factors are being considered when purchasing a refrigerator. Consumers need to be provided as much information as possible .Direct and concrete information is what consumers need. Convenient message delivery is a good help. Consumers’ UAm Source of awareness %%%%%POS WOM TV+NP OtherWhy onsite exhibition works?TVC is of insufficient, similar and confusing information Careful onsite parison is neededThe recurring measuring while determining to buyMost of the current print ads aim at only one benefit point at a time, which makes it difficult for consumers to have a overallknowledge of the refrigerator.Consumers’ UASummaryq The ideal brand list is acplished in the phase of information accumulation. Clear and overall information is a must.q The initial decision is made in stores after parison. The onsite exhibition can directly affect the consumers’ opinion. q There is recurring measuring while making final decisionAged between 30 and 45, the owner of refrigerator with a harmonious family, higher living standard than others and before, caring about his public image and eager to be respected, easy to be attracted by modern products but lack of judgement,wishing to be told the real benefit, regarding dinner as an important part of life, too busy to go to markets frequently, is after richer variety of food, taking refrigerator as his partner of enjoying the life.Communication Target DescriptionBrand Definition mThe difference with former brand definition:q Former: selfcentered, taking pride in giving as honor, someone who is too far from consumers, an intangible idolq Current: keeping in touch with you, an indeed friend He is a versatile engineer and inventor with rich experience, an easygoing man in real life of 40 years old. Friends or neighbors like asking him for help while in trouble. He always introduce you the latest technology, and teaches you how to recognize and use the most advanced living appliance. A precious consultant of your life. Product ConceptProduct Conceptm Consumers’ needs q Fridge ? flexible shelves, good use of space ? smell not mixed 不串 味 ? some small tightlysealed trays/boxes/drawers needed for some specific issues 需要小的密封盒 /抽屜? removable and washable rubber ring 可拆卸門封條 q Freezer ? separate transparent drawers 透明隔離抽屜 ? fastfreezing 速凍 ? icemaking 制冰The new Siemens RF fully meets the various storage needs of consumers Source:AC Nielsen SiemensDelicate design from inside outUnique and practical functionsECP LED Memory alarm…CompetitorHaier powersavingNofrostCFCfreefreshkeepingHealthNutrition Consumer28 45 old， household ine per month above RMB2500,they care more about the function, price,capacity. Be concerned about aftersale service,the attraction of brand to them is merely a supplement. They are after a higher life.An intellectual RF with elaborate design everywhere處處設(shè)計(jì)精到的智能冰箱Product Core ConceptCommunication StrategyKey Issue in Communi