【正文】 ank Caf233。 menu. 如果我們的品牌是咖啡館，那么它不應僅賣咖 啡。 Sells More Than Just Coffee 不僅是賣咖啡 ? If our brand was to be a caf233。s. 我們從法國收集來許多咖啡館的資料，包括圖片甚至菜單。 that we are making advertisements for a French caf233。 advertising should have a very French style, the copy should have a very Japanese literary style. 雖然左岸咖啡館的廣告視覺應該非常法國化，但其文本應是很有日本文學的風格。 Tone amp。 Manner 氣氛及風格 ? According to statistics from bookstores, the most popular author among young women of this age group is Murakami Haruki. She is the foremost representative of a new style of Japanese writing, which is hip, absurd, postmodern, and always coolly deadpan. What?s unique about Murakami?s stories is that they expertly manage to conjure up the feeling of city dwellers. 她們最欣賞的作家是村上春樹。 concept together with the aromatic, ?adult? flavour of coffee, fostered a sense of spiritual renewal in them. 左岸咖啡館，帶著咖啡芬芳、成人品味，在她們精神上形成一種新的感覺。 Consumer Insight 洞察消費者 ? They look for much more from a product than mere product quality. They look for emotional reward, something that makes them feel better something that makes them feel more sophisticated than they really are. They look for brands that understand and address their inner needs. 她們尋求產(chǎn)品質(zhì)量以外更多的東西，尋求情感回報、使她們感覺更好、覺得自己更成熟的東西，尋求了解、表達她們內(nèi)在需求的品牌。 Target Group (Cont’d) 目標消費群 ? They loved the idea behind the brand, and were particularly motivated by the ?Left Bank caf233。 Target Group 目標消費群 ? Who would be the most willing to pay NT$25 to buy a coffee that would only cost NT$15 in a Tetra Pak? 用 Tetra Pak包裝的咖啡只賣 15元， 誰會最愿意付 25元買一杯咖啡？ Target Group (Cont’d) 目標消費群 ? Any new beverage product must achieve a good turnover within three months, or it will be delisted. Who would be more than merely curious (since curiosity alone would not be enough to overe the highprice barrier), and buy into the idea of the brand? 新飲品在推出三個月內(nèi)如果達不到高營業(yè)額就會被撤走。 Brand Concept (Cont’d) 品牌概念 Brand Concept (Cont’d) 品牌概念 ? It became apparent that most people felt that the coffee from a left bank caf233。 on the left bank of the Seine a place full of atmosphere, a haunt of poets and philosophers 左岸咖啡館 這咖啡來自巴黎塞納河左岸一家充滿人 文氣氛的咖啡館，一個詩人、哲學家喜 歡去的地方。 ? An airline kitchen ? Coffee from an airline kitchen, as specially prepared for firstclass passengers 空中廚房 ? 來自空中廚房專門為頭等艙準備的咖啡 Brand Concept (Cont’d) 品牌概念 Brand Concept (Cont’d) 品牌概念 ? A highclass Japanese style coffee shop ? Coffee from a refined and elegant Japanese specialty coffee shop 日式高級咖啡館 ? 來自優(yōu)雅、精致的日式咖啡館的咖啡 Brand Concept (Cont’d) 品牌概念 ? A left bank caf233。 Product 產(chǎn)品 ? What kind of product should we put into the cup, to best help us sell it for the highest price? 在這杯子放進什么商品才能賣到最高價呢？ ? We considered wine, fruit juice and milk, but finally decided on coffee less likely to deteriorate high quality perception milk content led to favourable tax rate 我們考慮過葡萄汁、果汁、牛奶，最后選咖 啡，因為咖啡不那么容易變質(zhì)、被認為是高 質(zhì)飲品，并因牛奶成分而得到優(yōu)惠稅率。而一杯新鮮的飲 品自然比其它要貴些。 Place (Cont’d) 產(chǎn)品放置 Nevertheless, we realized that this shorting actually presented an opportunity. Because the storage period is so short, consumers will believe that the contents of the cup are fresh. And if a drink is f