【正文】 omplex Syrup – Seven Seas/Seven Seas Multivitamin Syrup – Dr. Freeman/Dr. Freeman Cough Cold Syrup for Children 5. Creative Concept and Advertising Mechanics 6. Belowtheline and Other Marketing Tactics 32 英揚 ?傳奇 CCE Bebion 33 Vitamins Market Overview ? The OTC multivitamins market is estimated to be RMB 269 mn (US$ 33mn) 34 英揚 ?傳奇 CCE Product Profile ? Product category: health food – the order of products (nutrition) mentioned by consumers(with aided or unaided?) : Calcium, Cod liver oil, Multivitamin, Vit C, Iron and Vit B plex. Our Concern: They are possibly our potential petitors!!! 35 英揚 ?傳奇 CCE ? Multi Vit B ingredients :B1, B2, B3, B6, B12 – the functions of every ingredients above (pls. refer to client’ s brief for detailed information) Our Concern: The functions are slack and lack of consistence. Product Profile 36 英揚 ?傳奇 CCE ? Product form: syrup – Currently No Vit B plex syrup is found in GZ Our Concern: Quite new product form。 28 英揚 ?傳奇 CCE Example ? Compelling Functional Truth Specific Truth Brand Performance “ Prevents heart disease” Bayer Aspirin Functional Truth Specific Truth Brand Company Values “ We really care about you Johnson Johnson and yours” Brand Myth “ Marlboro Country” Marlboro Cigarettes 29 英揚 ?傳奇 CCE What Is A Selling Idea? 什么是銷售概念 ? A Selling Idea is a strategic concept that focuses everything we have learned about what the brand needs to mean to consumers into a single highly focused strategic idea that expresses exactly what we wish the advertising to say to consumers. ? 銷售概念是一個策略性的概念 。 26 英揚 ?傳奇 CCE The Selling Idea Platform 銷售概念架構(gòu) B. The Core Desire 最核心的欲望 The Core Desire represents the deepest, most powerful, emotional benefit that the Conceptual Target receives from the brand. 核心欲望代表概念性目標客層能從本品牌獲得的最深切、最有力、最富情感的利益。 22 英揚 ?傳奇 CCE Example ? Examples: Brand Role of Advertising Marriott To get guests to stop taking Marriott for granted Motorola To make “ brand” Motorola as strong as its market share MasterCard To give an emotionally bankrupt brand a heart 23 英揚 ?傳奇 CCE The Selling Idea Platform 銷售概念架構(gòu) ? The critical elements we need to know about the consumer and the brand in order to conceive the Selling Idea and develop the advertising: 為了構(gòu)思銷售概念并發(fā)展廣告，我們需要知道以下與消費者及品牌有關(guān)的重要元素： A. The Conceptual Target 概念性的目標客層 B. The Core Desire 最核心的欲望 C. How The Brand Best Fulfills The Code Desire 品牌如何最完美地滿足最核心的欲望 Compelling Truth 強而有力的支持事實 24 英揚 ?傳奇 CCE The Selling Idea Platform 銷售概念架構(gòu) A. The Conceptual Target 概念性的目標客層 ? The “ natural constituency” for the brand: the natural grouping of consumers bound by a mon orientation toward the category and/or the brand. 他（她）們是對于某一個類別及 /或品牌具有共同傾向而自然形成的組合，也是品牌“必然的”顧客。它可能承擔重新定義一個品牌的任務(wù)、強調(diào)品牌足跡中尚待提升的一個元素、引進或延伸一個品牌。 18 英揚 ?傳奇 CCE Example ? Examples: Brand Brand Position Marriott A “ vanilla” hotel Motorola A technology manufacturer MasterCard My other card 19 英揚 ?傳奇 CCE The Brand Objective 品牌目標 ? The perceptual space that we want the brand to occupy in the consumers’ mind. 我們希望品牌在消費者心中所占據(jù)的認知位置。籍有在品牌足跡所建立的品牌價值架構(gòu)內(nèi)作業(yè)，品牌足跡與銷售策略這兩者，也同時支持并提升了品牌力量。 同樣地 ，它也可以有效地用來為不同的產(chǎn)品或服務(wù)發(fā)展銷售概念 ， 并替品牌創(chuàng)造競爭的優(yōu)勢 。 14 英揚 ?傳奇 CCE What Is The Role of The Selling Strategy? 銷售策略扮演的角色如何？ ? The Selling Strategy can be put to work at many different levels. At the highest level, it can be used to reveal the core brand idea that forms the heart of a brand image campaign. But it can also be used effectively to develop Selling Ideas for the products that create petitive advantage for brands. 銷售策略可運用于不同層次 。 9 英揚 ?傳奇 CCE Example ? For example, key credit card category drivers are: the source of aspiration, the world of usage, and the functional role of the card. Amex and visa Footprints show how the brands are distinguished on these dimensions: 10 英揚 ?傳奇 CCE Example ? American Express Brand Footprint American Express means Membership The Business Life The Charge Card American Express is Professional Worldly Responsible 11 英揚 ?傳奇 CCE Example ? Visa Brand Footprint Visa means Everywhere The High Life The Credit Card Visa is Sociable Stylish OnTheGo 12 英揚 ?傳奇 CCE The selling strategy 銷售策略 13 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 。 8 英揚 ?傳奇 CCE How Much of A Future Vision? 品牌印記的遠景如何？ ? Ultimately,the final balance between existing meanings is a strategic decision—built on the brand’ s consumer truth and adjusted, where needed,to provide the vision and inspiration for future growth. 最重要的是，平衡這個品牌現(xiàn)存的意義及理想的意義，就是一項策略性的決定。這種情形下，印記的主要角色是把這些意義表達出來，讓每個人同時都知道當這個品牌擴張或延伸時，要保護什么，以及利用什么品牌價值。 5 英揚 ?傳奇 CCE How Much of A Future Vision? 品牌印記的遠景如何？ ? The brand Footprint is more than a consume