【正文】 consumer. You also have to know your brand” “僅了解消費(fèi)者是不夠的，還要 了解你的品牌” (Phil Knight, Nike founder) (Phil Knight, 耐克創(chuàng)立者 ) Why ? 為什么？ Revisiting the modity consumer 再訪消費(fèi)者 Lessons From Nike 從耐克吸取的教訓(xùn) ? Deliver a superior product, as defined by the consumer 消費(fèi)者認(rèn)為你所提供的是 出眾的產(chǎn)品 ? not something anyone can do 而不是任何品牌都可以做到的產(chǎn)品 ? At an acceptable premium 付出可接受的額外費(fèi)用 ? Own a corner of the consumer psyche 在消費(fèi)者的 靈魂深處 擁有一席之位 ? the desire in all of us to be a ?winner? 每一個人都有想成為“勝者”的欲望 ? Reorientate all elements of the marketing mix to support the brand 重新定向各種行銷手段來支持該品牌 ? eg : ?Just Do It? 如：“ Just Do It” –extreme effort of petition 競爭的極度努力 –fun, irreverent attitude to life 趣味，對生活不遜的態(tài)度 Left Bank Caf233。 brand born? 為什么會誕生左岸咖啡館這個品牌？ President Enterprise?s dairy products were being sold under the “President” brand name, and for a long time had been unable to rise beyond second or third placed brand in the market. 統(tǒng)一企業(yè)的乳類食品都是以“統(tǒng)一”牌子出售，在市場上長期以來無法突破二、三線商品的形象。 Background (Cont’d) 背景 This led to confusion of the brand assets, which caused a longterm problem for President?s dairy products, since they needed to convey a clear image of “freshness” and “expertise.” 這導(dǎo)致牌子混淆，給“統(tǒng)一”的乳類食品造成了長期問題，它們需要一個“新鮮”和“專業(yè)”的清晰形象。在臺灣，以 Tetra Pak包裝的飲料 不論是高價的咖啡還是低價的豆奶 價錢總是 10或 15元新臺幣。 Background (Cont’d) 背景 With the strong petition in the market and the everincreasing cost of raw materials, we thought it would be great if we could sell the same kinds of beverages, in packages of the same volume, for a price of NT$25。 ? We developed a white plastic cup. This cup looks just like an ordinary McDonald?s takeaway coffee cup,but is made of plastic rather than paper. 我們開發(fā)了一個白色塑料杯，它看起來就象一般麥當(dāng)勞外賣咖啡的杯子，差別是快餐店用的是紙杯。C冷藏柜才能讓內(nèi)容物保存一段短暫的時間。保存期短使消費(fèi)者相信物料新鮮。 Price 價格 ? All the strategic thinking was concentrated on one major objective: how can we make consumers accept the unreasonably high price of NT$25 per cup? 所有策略思考都集中在一個主要目的：如何讓消費(fèi)者接受 25元一杯的高價？ ? We asked ourselves a series of questions to help us ensure we could create a highclass brand. 我們自問一連串相關(guān)問題，以確保能創(chuàng)造出一個高級的品牌。 Brand Concept 品牌概念 ? We then asked ourselves where can we say this coffee es from, in order to create a highclass impression? 什么地方運(yùn)來寄售的咖啡最有高級感？ ? We held eight focus discussion groups to interrogate 4 concepts 我們組織了八個討論小組，想出四個高級場所作為嘗試的概念。 Coffee from Paris from a caf233。 ? 10 Downing Street Coffee from the kitchen of the British prime minister?s residence, a place where coffee is prepared for VIP visitors every day. 唐寧街 10號 這咖啡來自英國首相官邸廚房 ， 平日 在這里準(zhǔn)備招待貴賓的咖啡 。 seemed to have the highest value, and would make them pay the highest price. 明顯地人們覺得來自左岸咖啡館的咖啡價值最高，他們愿為此付最高的價錢。那些人會出于品牌的創(chuàng)意而購買這個新牌子 (僅有好奇心并不能克服高價的門檻 )? Target Group (Cont’d) 目標(biāo)消費(fèi)群 ? Young women aged 17 to 22 are characterized as being honest and sentimental, full of hopes and dreams, fond of art and literature, but not particularly sophisticated, since they still do not have much experience of life. 我們選擇 17到 22歲的年輕女士，她們有誠實(shí)、多愁善感，喜愛文學(xué)藝術(shù)，但生活經(jīng)驗(yàn)不多，不太成熟。? concept. 她們喜歡品牌背后的意念，尤其是“左岸咖啡館”的概念。 ? The Left Bank Caf233。 Tone amp。她的作品 憂郁、超