【正文】 106 Seven Seas 七 海 活動(dòng)方案 Activity Plan 類型：公關(guān)活動(dòng) Style: PR Activity 主題：“七海伴你每一天” 課間餐飯盒溫情贈(zèng)送活動(dòng) Subject: “ Seven Seas Will Alw。 Jin Min Children syrup, Shen qu Cough Syrup and Taiji Cough Syrup – coughcoldfever syrup: Tylenol, Bufferin, Xiaobai Product Profile 86 英揚(yáng) ?傳奇 CCE ? Our Concern: Dr Freeman Cough Cold Syrup for Children aims at the early stage of cold 。 spring。 SZ: % ? The perceived price: around RMB 62/per bottle Consumer’ s Attitude 62 英揚(yáng) ?傳奇 CCE Geographical Target Area ? 1st target cities: SZ, GZ, then roll out to PRD ? 2nd target cities: SH and BJ (launched in late 2023) 63 英揚(yáng) ?傳奇 CCE SWOT Strength ? more suitable for children ? syrup form ?sweet, fruity flavor ? more flexible in anizing our message delivery and ad censorship as registered as health food ?less dosage ?contains many essential vitamins based on cod liver oil Weakness ? product function is difficult to measure ? brand awareness is low, can’ t support the product ? promotions in the hospital are limited Opportunity ? imported product with fair price ? the awareness of importance of vitamins is increasing Threats ? strong petition(like Squib, Whitewall) 64 英揚(yáng) ?傳奇 CCE Seven Seas 七 海 品牌印記 (Brand Footprint) 65 Seven Seas 七 海 品牌印記 (Brand Footprint) 品牌意義 七海 的意義 就是 來自深海的多種維生素魚肝油 Seven Seas means multivitamin fish liver oil from the deep sea 七海 的意義 就是 抗 污染的 Seven Seas means antipollution 七海 的意義 就是 可口橙味的 Seven Seas means tasty with sweet orange flavor 66 Seven Seas 七 海 品牌印記 (Brand Footprint) 品牌個(gè)性 七海 是 有益的 Seven Seas is beneficial 七海 是 健康的 Seven Seas is healthy 七海 是 可愛的 Seven Seas is lovely 67 Seven Seas 品牌意義 七海 的意義 就是 來自深海的多種維生素魚肝油 Seven Seas means multivitamin fish liver oil from the deep sea 七海 的意義 就是 抗 污染的 Seven Seas means antipollution 七海 的意義 就是 可口橙味的 Seven Seas means tasty with sweet orange flavor 品牌個(gè)性 七海 是 有益的 Seven Seas is beneficial 七海 是 健康安全的 Seven Seas is healthy safety 七海 是 可愛的 Seven Seas is lovely 68 英揚(yáng) ?傳奇 CCE Seven Seas 七 海 銷售策略 (Selling Strategy) 品牌位置： 來自深海的多種維生素魚肝油兒童 保健糖漿 Brand Position: The deep sea Fish Liver Oil Health Syrup with multi Vitamins For Children Only 69 Seven Seas 七 海 銷售策略 (Selling Strategy) 品牌目標(biāo)： 純凈有益的兒童營養(yǎng)必要補(bǔ)充劑 Brand Objective: Antipollution And Natural Nutrition Supplement Necessary For Children’ s health 70 Seven Seas 七 海 銷售策略 (Selling Strategy) 廣告角色： 告訴消費(fèi)者七海不是一般的魚肝油 The Specific Role Of The Advertising: Tell the consumer that Seven Seas is no ordinary fish liver oil 71 Seven Seas 七 海 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：了解 魚肝油的母親 The Conceptual Target： learned Mothers On Fish Liver Oil Knowledge 72 Seven Seas 七 海 銷售策略 (Selling Strategy) 銷售概念構(gòu)架 (The Selling Idea Platform)： B） 最核心的欲望 :希望自己孩子不一般 The Core Desire: “ My child is no ordinary kid！” . 73 Seven Seas 七 海 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 :通過塑造七海不是一般的魚肝油的品牌形象來滿足消費(fèi)者希望孩子不一般的心理需求 How The Brand Best Fulfills The Core Desire: Seven Seas satisfies the consumer’ s psychological needs which hoping her kid is no ordinary by building seven seas “ no ordinary ” brand image 74 Seven Seas 七 海 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) : 功能上 :含有 多種重要維生素和深海魚肝油的成份 The Compelling Truth: Function: Have The Ingredients Of Multi—vitamins And Fish liver Oil Coming From The Deep North Sea 75 Seven Seas 七 海 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 :來自 德國默克 The Compelling Truth: Brand:From German Merck 76 Seven Seas 七 海 銷售策略 (Selling Strategy) 銷售概念： 不一般的魚肝油 The Selling Idea: No Ordinary Fish Liver Oil 77 Seven Seas 七 海 銷售策略 (Selling Strategy) 創(chuàng)意 概念：七海寶寶更出眾 The Creative Idea: Outstanding seven seas，outstanding kids 78 Dr Freeman Cough Cold Syrup for Children 79 Cough Cold Market Overview ? The market is huge: RMB 876mn (98’ ) 80 英揚(yáng) ?傳奇 CCE %%%%%%%having signs of cold light cold symptomsevere coldsymptomothersmalefemale圖示結(jié)論： 不論男性被訪人群 ,還是女性被訪人群感冒前絕大多數(shù)人都有感冒前兆或感冒癥狀 其中有輕度癥狀者占絕大多數(shù)，男性為 %,女性為 % 可以推斷 ——幾乎所有人感冒前都有或多或少的癥狀 Settings of Consumption by the Whole Sample: Number： 511 Gender Group： 1660 SOURCE:IMI 81