【正文】 only when efficiency goes with guaranteed quality is it valuable.m The professionalism and responsibility that we treasure and hold, as well as the conscientious and responsible spirits of our cooperators make sure that our job is done fast perfectly.FirstClass Cooperators (Production Home)m TVC Production:q Yimou Zhang Production Unitq Taiwan Greatland Film Production Ltd.q Othersm Print:q One of the investors of DSB Hongkong Guest Advertising Co.. It has a large printing house on Mainland China to guarantee fast service with premium quality.m Good relationship with Media:q Our 12year promotion planning and production designing for Shanghai International TV Festival Shanghai International Film Festival have brought us good relations with other cities across the land. We Are Not After Size. We Are After Perfectionm DSB is not a huge agency. It has less than 30 people. But it’s right that core team that we take strong pride in. m We don’t turn to new clients easily. To provide good satisfying service to our current clients whom we always cherish is the best benefit and development for DSB.m DSB now serves only 5 clients, but each one of them is a worldwide famous brand. The Brand We Servem Siemens Home Appliancesm Kodak (AllChina Public Relations)m Carrier Air Conditioningm Mitsubishi Elevatorm Shanghai International TV Festival, Shanghai International Film FestivalDSB Siemens Home Appliancesm Even though DSB is not the sole agency for BSH, the growingup of DSB can never happen without BSH. Siemens Home Appliances is indispensable in the soaring of the DSB reputation in its circle. More than half of the Awardwinning works done by DSB in 1998 came from the trust from BSH in DSB. Something we need to say is all of the creative works that we’ve done strictly adhere to the brand definition and accurately aiming at the target consumers, we are not doing creative work for prizewinning, of course.DSB Siemens Home Appliancesm Key members on our Siemens Team:Siemens is DSB’s most treasured client.So the brand team is headed by our General Manager himself.DSB Siemens Home Appliancesm Account director : Yangm Age:30m In Ad Business for :6 yearsm Brands served :WellaUnilever food,General,Sampo refrigerator,Sampo washing machine, Carrier, Mitsubishi Elevator ,Siemens Home Appliances.Core members of our Siemens Teamm Account Manager : Xiem Age:28m In Ad Business for :5 yearsm Brands served :WellaChanghong Electronics, Meiling refrigerator, China Tele, China Uni, Siemens Home AppliancesDSB Siemens Home Appliancesm Creative director : Mr. Xiaoyun Chenm Age:37m In Ad Business for : 5 yearsm Brands served :KFC, General,Dove, Pond’s, Hazeline, Unilever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.Core members of our Siemens Teamm Art Director: Lium Age:37m In Ad Business for : 15 yearsm Brands served : KFC, General,Dove, Pond’s, Hazeline, Unilever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.1999 SIEMENS New Refrigerator Launch Campaign Prepared for: BSH Home Appliances Co.,Ltd.Prepared by: DSB AdvertisingDate: January ,1999Contentm Market and petitor analysis m Consumers’ UA m Brand definition m Product core conceptm Communication strategym Media strategy m Promotion plan m Schedulem “Home of Service” Systemm ASS planMarket and Competitor AnalysisAmong 180L280L:1999 potential volume: 180L280L: 75%() others: 25%() Haier1999 estimated share of Haier:40%( mil)Market Analysis180280LOthers75%25%Remarks: The above figures are estimated based on the statistics of 1998 Source: Link SurveyOthersm Ingredients of Haier’s market shareMediumprice:48%Highly petitiveRongshen Meiling National Elex Sharp XinfeiHighprice: 52% mil Dominant advantage:?No strong rivals?Expensive imported brands (Rmb 1,000 higher)NationalSharp1999 New Siemens RF potential volume:Market AnalysisSource: Link SurveySIEMENSStrong POP supportNew products developmentStrength of enterprisesHaierSIEMENS ElecxAftersalesserviceCompetitor AnalysisHigh priceHigh qualityIf Siemens can take up 17% within highprice RF，the objective of volume can be achieved.Competitor Analysis Summaryq The major opportunity es from the highprice market dominated by Haier。q Total 99 potential volume of Siemens’ target market: q Haier’s brand reveals the strength of an enterprise, while its product is one packaged which shares the similarity with other brands.q To snatch 17% share in highprice market and achieve mil sales volume in 1999, Siemens is remended to challenge Haier with highquality products and similar price. Competitor Analysis To achieve the target of mil sales volume, we should consider：q The weak point of Haier ? Breakthrough pointq The strength of brand and product of Siemens ? Our nailq How to efficiently cause(urge) target consumers to change brand through munication strategy ?Our hammerBrandLarge group－－ strengthGood aftersales service－ care, respect, reassuranceGood onsite exhibition－－ power Continuous new products development－－ advanced technologyThe advantage of HaierProductThe variety of styles－－ more options High price－－ good qualityExport trend －－ a worldwide brand The large number of buyers－－ reassuranceCompetitor Analysis Competitor Analysis The disadvantage of HaierBrandPerceived image －－ child,young men,young women (obscure, not integrated)Brand recognition －－ mainly on the strength of the enterprise instead of the brand itselfProductsmall differentia