【正文】 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 fresh, there is a good reason for it to be a little more expensive than a drink which is not. 但是我們把這看成一個機(jī)會。而一杯新鮮的飲 品自然比其它要貴些。 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(jìn)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(rèn)為是高 質(zhì)飲品，并因牛奶成分而得到優(yōu)惠稅率。 ? 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(zhǔn)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。 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(xué)家喜 歡去的地方。 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。 Target Group 目標(biāo)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(biāo)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(dá)不到高營業(yè)額就會被撤走。 Target Group (Cont’ d) 目標(biāo)消費群 ? They loved the idea behind the brand, and were particularly motivated by the ?Left Bank caf233。 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(dá)她們內(nèi)在需求的品牌。 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。她的作品 憂郁、超現(xiàn)實、冷峻，能喚起城市人的感 覺。 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(yīng)該非常法國化，但其文本應(yīng)是很有日本文學(xué)的風(fēng)格。 that we are making advertisements for a French 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。 Sells More Than Just Coffee 不僅是賣咖啡 ? If our brand was to be a caf233。 menu. 如果我們的品牌是咖啡館，那么它不應(yīng)僅賣咖 啡。 The Left Bank Caf233。 au lait, as well as Blancmange and other Frenchstyle desserts, all under the Left Bank Caf233。 The Left Bank Caf233。 products. 我們現(xiàn)在考慮法式蛋糕的可能性，希望將來在商店里有左岸咖啡館產(chǎn)品專用冷藏柜。 an ideal caf233。 with a long history and a strong cultural, artistic atmosphere. 廣告要促使消費者在腦海里建造一個自己最喜愛的法國咖啡館 一個理想的咖啡館，一個歷史悠久、文化藝術(shù)氣氛濃厚的咖啡館。 will have the power to stimulate a real and strong response in the imagination of consumers. 左岸咖啡館有能力刺激消費者在他們的想象 里產(chǎn)生一種真實、強烈的反應(yīng)。 will have a relationship with the consumer like that of a favorite book, such as a travel memoir, or a small volume of poetry, which is always kept on a nearby bookshelf, so that it can be taken down to be enjoy