WhatIsTheBrand“Means”And“Is”?

品牌的“意義”和“個(gè)性”是什么

Whatthebrand“means”iswhatabrandgetscreditforintheeyesofconsumers—itsreputationacrossanumberofkeydimensions.品牌的“意義”是指一個(gè)品牌在消費(fèi)者心目中產(chǎn)生的印象——即該品牌在幾個(gè)層面上的聲譽(yù)。Whatthebrand“is”ishowwewoulddescribethebrand’sdominantpersonalitytraits—generallythosethatcorrespondtoitsprincipalmeanings.品牌“個(gè)性”那些與品牌意義相對(duì)應(yīng)的特征。1英揚(yáng)?傳奇CC&EWhyTheNeedForABrandFootprint?

為什么需要品牌印記？Moreandmoremarketersarelookingfornewgrowthbyleveragingthepoweroftheirbrandnamesintonewterritories.GlobalBrandsarebeingbuiltthroughexpansionintonewgeographies.“Megabrands”or“Hyperbraands”arebeingestablishedacrossmultipleproductorservicecategories.

愈來愈多的行銷人運(yùn)用品牌的力量進(jìn)入新的領(lǐng)域，以創(chuàng)造新的成長(zhǎng)。全球品牌因?yàn)轭I(lǐng)域的擴(kuò)張而建立起來；“大品牌”或“超級(jí)品牌”則是因跨越多項(xiàng)產(chǎn)品或品類而被建立。

2英揚(yáng)?傳奇CC&EWhyTheNeedForABrandFootprint?

為什么需要品牌印記？Thisexpansionputsrenewedfocusontheneedtoprotectbrandequity.

這種擴(kuò)張及延伸，讓我們必須重新重視并保護(hù)品牌的資產(chǎn)。3英揚(yáng)?傳奇CC&EWhyTheNeedForABrandFootprint?

為什么需要品牌印記？Asbrandsareexpanded,therearepressuresofdilutionthatstemfrom:隨著品牌的擴(kuò)張，使品牌有被稀釋的危機(jī)，這些危機(jī)的因素如下：Theneedtoreexpressthebrandinthecontextofnewcompetitivesetsandnewcultures.必須就新的競(jìng)爭(zhēng)條件和新文化的觀點(diǎn)來重新表現(xiàn)品牌。4英揚(yáng)?傳奇CC&E

WhatAreThreeDimensions?

什么是品牌印記的三個(gè)層次TheBrandFootprintreflectsthetruththatmostbrands—especiallypowerfulones—aremultidimensional.Theycontainmeaningsandassociationsthatarebuiltovertime.品牌印記所反映的一項(xiàng)事實(shí)是：大部分的品牌—特別是大品牌——都是多層次的。它們包含了長(zhǎng)期建立的意義和聯(lián)想。5英揚(yáng)?傳奇CC&EHowMuchofAFutureVision?

品牌印記的遠(yuǎn)景如何？ThebrandFootprintismorethanaconsumer-basedtool.Itneedstoincorporatethethinkingofthe“brandowners”regardingthefuturecourseofabrand.

品牌印記不只是一個(gè)消費(fèi)者對(duì)品牌的看法，它更須考慮到把這個(gè)品牌的“品牌擁有者”對(duì)該品牌未來的看法。6英揚(yáng)?傳奇CC&EHowMuchofAFutureVision?

品牌印記的遠(yuǎn)景如何？Forestablished,dominantbrands,theFootprintwillinevitablybebuiltaroundexistingpositiveassociationsofheavyusersofthebrand.HeretheprimaryroleoftheFootprintistoexpressthesemeaningssoeveryoneisinsyncwithwhattoprotectandwhattoleverageasthebrandisexpanded.對(duì)已建立起來的領(lǐng)導(dǎo)品牌而言，印記當(dāng)然是建筑在目前重級(jí)使用者對(duì)此品牌的看法。這種情形下，印記的主要角色是把這些意義表達(dá)出來，讓每個(gè)人同時(shí)都知道當(dāng)這個(gè)品牌擴(kuò)張或延伸時(shí)，要保護(hù)什么，以及利用什么品牌價(jià)值。7英揚(yáng)?傳奇CC&EHowMuchofAFutureVision?

品牌印記的遠(yuǎn)景如何？Forsomebrands,however,theremaybeaneedtoaddmeaningoradjustexistingmeaningstoallowforexpansionorsimplytomakethebrandmoredynamic.對(duì)某些品牌來說，也許必須增加意義或調(diào)整原有的意義，以利于擴(kuò)張或只是讓該品牌變得更具時(shí)代性。8英揚(yáng)?傳奇CC&EHowMuchofAFutureVision?

品牌印記的遠(yuǎn)景如何？Ultimately,thefinalbalancebetweenexistingvs.desiredmeaningsisastrategicdecision—builtonthebrand’sconsumertruthandadjusted,whereneeded,toprovidethevisionandinspirationforfuturegrowth.

最重要的是，平衡這個(gè)品牌現(xiàn)存的意義及理想的意義，就是一項(xiàng)策略性的決定。即建立在該品牌消費(fèi)者的真實(shí)面上，并加上必要時(shí)的調(diào)整，以便為該品牌未來成長(zhǎng)之要求提供一個(gè)遠(yuǎn)景與靈感。9英揚(yáng)?傳奇CC&EExampleForexample,keycreditcardcategorydriversare:thesourceofaspiration,theworldofusage,andthefunctionalroleofthecard. AmexandvisaFootprintsshowhowthebrandsaredistinguishedonthesedimensions:10英揚(yáng)?傳奇CC&EExampleAmericanExpressBrandFootprintAmericanExpressmeansMembershipTheBusinessLifeTheChargeCardAmericanExpressisProfessionalWorldlyResponsible11英揚(yáng)?傳奇奇CC&EExampleVisaBrandFootprintVisameansEverywhereTheHighLifeTheCreditCardVisaisSociableStylishOn-The-Go12英揚(yáng)?傳奇奇CC&EThesellingstrategy銷銷售策略略13WhatIsTheRoleofTheSellingStrategy?

銷售策策略扮演的的角色如何何？TheSellingStrategyisadisciplinethatissingle-mindedlyfocusedongeneratingbrand-buildingideas.Ideasthatattractbrandcustomersandbuildbrandfranchises.Ideasthatcreatebrand(andmarketplace)dominanceinconsumer’’smind.銷售策略是是一種建立立品牌概念念單一且專專注的方法法。所謂品品牌概念是是指能夠吸吸引消費(fèi)者者，并且建建立品牌忠忠誠(chéng)度，讓讓消費(fèi)者產(chǎn)產(chǎn)生深刻印印象的意念念。14英揚(yáng)?傳奇CC&EWhatIsTheRoleofTheSellingStrategy?

銷售策略略扮演的角色色如何？TheSellingStrategycanbeputtoworkatmanydifferentlevels.Atthehighestlevel,itcanbeusedtorevealthecorebrandideathatformstheheartofabrandimagecampaign.ButitcanalsobeusedeffectivelytodevelopSellingIdeasfortheproductsthatcreatecompetitiveadvantageforbrands.銷售策略可運(yùn)運(yùn)用于不同層層次。在最高高層次，它可可用來展現(xiàn)構(gòu)構(gòu)成品牌形象象活動(dòng)核心的的最重要品牌牌概念。同樣樣地，它也可可以有效地用用來為不同的的產(chǎn)品或服務(wù)務(wù)發(fā)展銷售概概念，并替品品牌創(chuàng)造競(jìng)爭(zhēng)爭(zhēng)的優(yōu)勢(shì)。15英揚(yáng)?傳奇CC&EWhatIsTheRoleofTheSellingStrategy?

銷售策略略扮演的角色色如何？Thus,whilethereshouldalwaysbeasingleBrandFootprinttodefinethebrandessenceinanymarketorregion,therecanbeanynumberofSellingStrategies.ByworkingwithintheframeworkofbrandvaluesestablishedintheFootprint,theybothsupportandleveragethepowerofthebrand.雖然在任何市市場(chǎng)或區(qū)域，，都應(yīng)該有一一個(gè)單一的品品牌足跡來定定義品牌本質(zhì)質(zhì)，但銷售策策略則不限定定有幾個(gè)。籍籍有在品牌足足跡所建立的的品牌價(jià)值架架構(gòu)內(nèi)作業(yè)，，品牌足跡與與銷售策略這這兩者，也同同時(shí)支持并提提升了品牌力力量。16英揚(yáng)?傳奇CC&ETheSellingStrategyModel

銷售策略略的模式TheSellingStrategyModeliscomposedoffivecriticalcomponents：銷售策略模式式是由五個(gè)重重要的部份所所組成：TheBrandPosition品牌位置TheBrandObjective品牌目標(biāo)TheSpecificRoleOfTheAdvertising廣告擔(dān)任的角角色TheSellingIdeaPlatform銷售概念架構(gòu)構(gòu)TheSellingIdea銷售概念17英揚(yáng)?傳奇CC&ETheBrandPosition

品牌牌位置Theperceptualspacethatthebrandholdsintheconsumers’mindatthebeginningoftheSellingIdeadevelopmentprocess.銷售售概概念念的的發(fā)發(fā)展展過過程程開開始始之之前前，，品品牌牌在在消消費(fèi)費(fèi)者者心心中中的的認(rèn)認(rèn)知知地地位位。18英揚(yáng)?傳奇奇CC&EExampleExamples:BrandBrandPositionMarriottA““vanilla”hotelMotorolaAtechnologymanufacturerMasterCardMyothercard19英揚(yáng)?傳傳奇CC&ETheBrandObjective

品牌牌目標(biāo)Theperceptualspacethatwewantthebrandtooccupyintheconsumers’mind.我們希望望品牌在在消費(fèi)者者心中所所占據(jù)的的認(rèn)知位位置。20英揚(yáng)?傳傳奇CC&EExampleExample:BrandBrandObjectiveMarriottAmemorableexperienceMotorolaTheleadingbrandinmobilepersonalcommunicationsMasterCardAcardIfeelgoodabout21英揚(yáng)?傳傳奇CC&ETheSpecificRoleOfTheAdvertising廣廣告擔(dān)擔(dān)任的角角色Theroleoftheadvertisingmayvarygreatlyinscope.Itmayentailafundamentalrestagingofthebrand,theaccentuationofanunder-leveragedelementintheBrandFootprint,theintroductionofabrandorlineextension,oraspecifictacticalresponsetolocalcompetitiveactions.廣告的角角色可能能有相當(dāng)當(dāng)大范圍圍的差異異。它可可能承擔(dān)擔(dān)重新定定義一個(gè)個(gè)品牌的的任務(wù)、、強(qiáng)調(diào)品品牌足跡跡中尚待待提升的的一個(gè)元元素、引引進(jìn)或延延伸一個(gè)個(gè)品牌。?；蚩赡苣軕?zhàn)術(shù)性性地回應(yīng)應(yīng)競(jìng)爭(zhēng)品品牌的活活動(dòng)。22英揚(yáng)?傳傳奇CC&EExampleExamples:BrandRoleofAdvertisingMarriottTogetgueststostoptakingMarriottforgrantedMotorolaTomake“brand”MotorolaasstrongasitsmarketshareMasterCardTogiveanemotionallybankruptbrandaheart23英揚(yáng)?傳傳奇CC&ETheSellingIdeaPlatform

銷售售概念架架構(gòu)ThecriticalelementsweneedtoknowabouttheconsumerandthebrandinordertoconceivetheSellingIdeaanddeveloptheadvertising:為了構(gòu)思思銷售概概念并發(fā)發(fā)展廣告告，我們們需要知知道以下下與消費(fèi)費(fèi)者及品品牌有關(guān)關(guān)的重要要元素：：A.TheConceptualTarget概念念性性的的目目標(biāo)標(biāo)客客層層B.TheCoreDesire最核心的欲望望C.HowTheBrandBestFulfillsTheCodeDesire品牌如何最完完美地滿足最最核心的欲望望D.TheCompellingTruth強(qiáng)而有力的支支持事實(shí)24英揚(yáng)?傳奇CC&ETheSellingIdeaPlatform銷銷售概念架架構(gòu)

A.TheConceptualTarget

概念性性的目標(biāo)客層層The“naturalconstituency””forthebrand:thenaturalgroupingofconsumersboundbyacommonorientationtowardthecategoryand/orthebrand.他（她）們是是對(duì)于某一個(gè)個(gè)類別及/或或品牌具有共共同傾向而自自然形成的組組合，也是品品牌“必然的的”顧客。25英揚(yáng)?傳奇CC&ETheSellingIdeaPlatform銷銷售概念架架構(gòu)

B.TheCoreDesire最最核心的欲欲望TheCoreDesireisthemostrelevantdesire,need,hope,orfearoftheconceptualtargetthatthebrandcanmeaningfullyaddress.它是概念性的的目標(biāo)客層最最關(guān)切的欲望望、需求、希希望或恐懼，，而且是品牌牌可以有意義義加以解決的的。26英揚(yáng)?傳奇CC&ETheSellingIdeaPlatform銷銷售概念架架構(gòu)

B.TheCoreDesire

最核心的的欲望TheCoreDesirerepresentsthedeepest,mostpowerful,emotionalbenefitthattheConceptualTargetreceivesfromthebrand.核心欲望代表表概念性目標(biāo)標(biāo)客層能從本本品牌獲得的的最深切、最最有力、最富富情感的利益益。27英揚(yáng)?傳奇CC&ETheSellingIdeaPlatform銷銷售概念架架構(gòu)

D.TheCompellingTruth強(qiáng)強(qiáng)而有力的的支持事實(shí)Thecompellingtruththatprovidesthekeyevidencethatsupportsthebrand’sroleinsatisfyingtheCoreDesireoftheConceptualTargetbothinfunctionandbrand.“無庸置置疑的事事實(shí)”，，在滿足足概念性性目標(biāo)客客層的核核心欲望望時(shí)，品品牌所擔(dān)擔(dān)任角色色之強(qiáng)而而有力的的支持事事實(shí)。28英揚(yáng)?傳傳奇CC&EExampleCompellingFunctionalTruthSpecificTruthBrandPerformance““Preventsheartdisease””BayerAspirinFunctionalTruthSpecificTruthBrandCompanyValues““WereallycareaboutyouJohnson&Johnsonandyours”BrandMyth““MarlboroCountry”MarlboroCigarettes29英揚(yáng)??傳奇奇CC&EWhatIsASellingIdea?什什么是是銷售售概念念A(yù)SellingIdeaisastrategicconceptthatfocuseseverythingwehavelearnedaboutwhatthebrandneedstomeantoconsumersintoasinglehighlyfocusedstrategicideathatexpressesexactlywhatwewishtheadvertisingtosaytoconsumers.銷售概概念是是一個(gè)個(gè)策略略性的的概念念。它它將我我們所所知道道的一一切有有關(guān)品品牌在在消費(fèi)費(fèi)者心心中所所須達(dá)達(dá)成的的意義義與印印象，，集中中成一一高專專注的的策略略性概概念與與想法法，進(jìn)進(jìn)而表表達(dá)我我們希希望廣廣告到到底要要對(duì)消消費(fèi)者者說什什么。。30英揚(yáng)?傳奇奇CC&EExamplesBrand SellingIdeaCreativeIdea7-Up““AnOccasionalAlternativetoCola”““TheUncola”Pepsi(1997)““TheOfficialGenerationXCola”““GenerationNext””Microsoft““AccesstoInformation”““Wheredoyouwanttogotoday?”31英揚(yáng)?傳奇奇CC&E1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationToolsFootprintSellingStrategy4.Brand/ProductCommunicationStrategyBecombion/BecombionVitaminBComplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTactics32英揚(yáng)?傳奇奇CC&EBecombion33VitaminsMarketOverviewTheOTCmultivitaminsmarketisestimatedtobeRMB269mn(US$33mn)34英揚(yáng)?傳奇奇CC&EProductProfileProductcategory:healthfoodtheorderofproducts(nutrition)mentionedbyconsumers(withaidedorunaided?):Calcium,Codliveroil,Multivitamin,VitC,IronandVitBcomplex.OurConcern:Theyarepossiblyourpotentialcompetitors!!!35英揚(yáng)?傳奇奇CC&EMultiVitBingredients:B1,B2,B3,B6,B12thefunctionsofeveryingredientsabove(pls.refertoclient’sbrieffordetailedinformation)OurConcern:Thefunctionsareslackandlackofconsistence.ProductProfile36英揚(yáng)?傳奇CC&EProductform:syrupCurrentlyNoVitBcomplexsyrupisfoundinGZOurConcern:Quitenewproductform;moresuitableforchildrenProductProfile37英揚(yáng)?傳奇CC&EGeographicaltargetareaTargetedcities:SZ,GZ,thenrollouttoPRDOurConcern:HigherincomelevelinSZandGZthanotherinlandcitiesFoodsupplementmarketismoremature“Onlyfoodisnotenoughformydailyvitaminconsume”38英揚(yáng)?傳奇CC&ESWOTStrengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodWeaknessrelativelyhighprice(comparedwithlocalproducts;dailycostRMB1.5)promotionsinthehospitalarelimiteddifficulttosumupintooneUSPOpportunitylesscompetition(intermsofVBcomplex)theawarenessofimportanceofvitaminsisincreasingThreatslowpricestrategyoflocalproduct39英揚(yáng)?傳奇CC&EBecombion品牌印記(BrandFootprint)40Becombion品牌意義Becombion的意義就是來自德國(guó)默克克的復(fù)合維生生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意義就是B族維生素均均衡糖漿BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意義就是構(gòu)筑兒童童均衡發(fā)發(fā)育的基基礎(chǔ)Becombionmeansaveryimportantbasisforchildren’’sbalancedgrowth41Becombion品牌個(gè)性性Becombion是維生素的的專家BecombionistheexpertofVitaminBecombion是全面合理理的BecombioniscomprehensiveandequitableBecombion是嚴(yán)謹(jǐn)?shù)腂ecombionissevere42品牌意義義Becombion的意義就就是來自德國(guó)國(guó)默克的的復(fù)合維維生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意義就就是B族維生生素均衡衡糖漿BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意義就就是構(gòu)筑兒童童均衡發(fā)發(fā)育的基基礎(chǔ)Becombionmeansaveryimportantbasisforchildren’’sbalancedgrowth品牌個(gè)性性Becombion是維生素的的專家BecombionistheexpertofVitaminBecombion是全面合理理的BecombioniscomprehensiveandequitableBecombion是嚴(yán)謹(jǐn)?shù)腂ecombionissevereBecombion43英揚(yáng)?傳傳奇CC&EBecombion銷售策略略(SellingStrategy)44Becombion銷售策略略(SellingStrategy)品牌位置置：來自德國(guó)默默克的復(fù)合合維生生素B均衡糖漿TheBrandPosition:VitaminBComplexBalancedSyrupcomingfromGermanMerck45Becombion銷售策略(SellingStrategy)品牌目標(biāo)：：兒童均衡發(fā)發(fā)育的基礎(chǔ)礎(chǔ)營(yíng)養(yǎng)源TheBrandObjective:TheBasicNutritionResourceOfChildren’’sBalancedGrowth46Becombion銷售策略(SellingStrategy)廣告角色：：向消費(fèi)者傳傳達(dá)“復(fù)合維生素素B與兒童童均衡發(fā)育育息息相關(guān)關(guān)”的概念念TheSpecificRoleOfTheAdvertising:Deliverthemessagethatchildren’sbalancedgrowthiscloselyboundupwithVitaminBcomplex47Becombion銷售策策略(SellingStrategy)銷售概概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：A）概念性目目標(biāo)客層/謹(jǐn)慎的母親親TheConceptualTarget/CarefulAndCaringMothers48Becombion銷售策略(SellingStrategy)銷售概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：D）強(qiáng)有力的的支持事實(shí)實(shí)(TheCompellingTruth):功能上：中國(guó)市場(chǎng)上上唯一糖漿漿型復(fù)合維維生素B產(chǎn)產(chǎn)品Function：：TheonlysyruptypeforVitaminBComplexInChinaMarket49Becombion銷售策略(SellingStrategy)銷售概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：D）強(qiáng)有力的的支持事實(shí)實(shí):品牌上:默克是維生生素C的發(fā)發(fā)現(xiàn)者TheCompellingTruth:MerckisthediscovererofVitaminC50Becombion銷售策略(SellingStrategy)銷售概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：B）最核心的欲欲望：希望孩子發(fā)發(fā)育盡善盡盡美TheCoreDesire/HopeMyKidsGrowPerfectly51Becombion銷售策略(SellingStrategy)銷售概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：C）品牌如何最最完美滿足足最核心的的欲望：Becombion全面補(bǔ)補(bǔ)充維生素素B族營(yíng)養(yǎng),改善善孩子的胃胃口，幫助助孩子均衡衡發(fā)育HowTheBrandBestFulfillsTheCoreDesire：BecombionprovideschildrenwithcomprehensiveVitaminBcomplexnutrition,helpsstimulateappetiteandgrowinabalancedway.52Becombion銷售策略(SellingStrategy)銷售概念:構(gòu)筑兒童均衡衡發(fā)育的基礎(chǔ)礎(chǔ)TheSellingIdea:Becombionhelpstoconstructingthefoundationofchildren’sbalancedgrowth.53Becombion銷售策略(SellingStrategy)創(chuàng)意概念:讓兒童均衡發(fā)發(fā)育均衡發(fā)育從維維B開始AdWorks:LetChildrenGrowInaBalancedWay.54SevenSeasMultivitaminSyrup55Productcategory:healthfoodIngredients:basement:codliveroil(fromdeepsea)supplement:VitA,B1,B2,B3,B6,C,D,EFlavor:Orangeflavor(realorangejuice)ProductProfile56英揚(yáng)?傳奇CC&EOurConcern:7sMVSismorethantraditionalfishliveroil.ProductProfile57英揚(yáng)?傳奇CC&EPotentialCompetitorsfor7sMVStheorderofnutritionmentionedbyconsumers(withaidedorunaided?):Calcium,fishliveroil,Multivitamin,VitC,IronandVitBcomplex.58英揚(yáng)?傳奇CC&EOurConcern:DifferentfromVitB,thenecessaryoffishliveroilismuchgreaterinconsumers’mind,thoughtheymaybecan’tnameitsfunctionsindetails.Themarketoffishliveroilismoremature.PotentialCompetitorsfor7sMVS59英揚(yáng)?傳奇CC&ERealCompetitionThemajorplayersinthemultivitamincategoryare:JuniorTheragan,JuniorCentrum,Kiddi,andScottsIntermofdailycost,7sMVSratedinthemiddleposition.JuniorTheragan--RMB0.85;JuniorCentrum--RMB1.12;Kiddi--RMB4.07/3.20;Scotts--RMB1.317sMVS--RMB1.3860英揚(yáng)?傳奇CC&EConsumer’sAttitudeResearchesshowthemajorityofmothersareinterestedinproductconceptGZ:“helpsstimulateappetite”;”containscodliveroil””;”helpsbraindevelopment”SZ:“containsmanyessentialvitamins”;““containscodliveroil”;“helpsinstrengtheningboneissue”61英揚(yáng)?傳奇CC&EThebuyingintentionofproduct:GZ:65.6%;SZ:77.6%Theperceivedprice:aroundRMB62/perbottleConsumer’sAttitude62英揚(yáng)?傳奇CC&EGeographicalTargetArea1sttargetcities:SZ,GZ,thenrollouttoPRD2ndtargetcities:SHandBJ(launchedinlate2001)63英揚(yáng)?傳奇CC&ESWOTStrengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodlessdosagecontainsmanyessentialvitaminsbasedoncodliveroilWeaknessproductfunctionisdifficulttomeasurebrandawarenessislow,can’tsupporttheproductpromotionsinthehospitalarelimitedOpportunityimportedproductwithfairpricetheawarenessofimportanceofvitaminsisincreasingThreatsstrongcompetition(likeSquib,Whitewall)64英揚(yáng)?傳奇CC&ESevenSeas七七海品牌印記(BrandFootprint)65SevenSeas七七海海品牌印記記(BrandFootprint)品牌意義義七海的意義就是來自深海海的多種種維生素素魚肝油油SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea七海的意義就是抗污染的SevenSeasmeansanti-pollution七海的意義就是可口橙味味的SevenSeasmeanstastywithsweetorangeflavor66SevenSeas七七海海品牌牌印印記記(BrandFootprint)品牌牌個(gè)個(gè)性性七海海是有益益的的SevenSeasisbeneficial七海海是健康康的的SevenSeasishealthy七海海是可愛愛的的SevenSeasislovely67SevenSeas品牌牌意意義義七海海的意意義義就是是來自自深深海海的的多多種種維維生生素素魚魚肝肝油油SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea七海海的意意義義就是是抗污染染的的SevenSeasmeansanti-pollution七海海的意意義義就是是可口口橙橙味味的的SevenSeasmeanstastywithsweetorangeflavor品牌牌個(gè)個(gè)性性七海海是有益益的的SevenSeasisbeneficial七海海是健康康安安全全的的SevenSeasishealthysafety七海是可愛的SevenSeasislovely68英揚(yáng)?傳奇奇CC&ESevenSeas

七海海銷售策略(SellingStrategy)品牌位置：：來自深海的的多種維生生素魚肝油油兒童保保健糖漿BrandPosition:ThedeepseaFishLiverOilHealthSyrupwithmulti-VitaminsForChildrenOnly69SevenSeas

七海海銷售策略(SellingStrategy)品牌目標(biāo)：：純凈有益的的兒童營(yíng)養(yǎng)養(yǎng)必要補(bǔ)充充劑BrandObjective:Anti-pollutionAndNaturalNutritionSupplementNecessaryForChildren’shealth70SevenSeas

七海海銷售策略(SellingStrategy)廣告角色：：告訴消費(fèi)者者七海不是是一般的魚魚肝油TheSpecificRoleOfTheAdvertising:TelltheconsumerthatSevenSeasisnoordinaryfishliveroil71SevenSeas七七海海銷售策略(SellingStrategy)銷售概念構(gòu)構(gòu)架(TheSellingIdeaPlatform)：A）概念性性目標(biāo)客客層：了了解魚肝油的母親親TheConceptualTarget：learnedMothersOnFishLiverOilKnowledge72SevenSeas七七海海銷售策略(SellingStrategy)銷售概念構(gòu)架架(TheSellingIdeaPlatform)：B）最核心的欲望望:希望自己孩子子不一般TheCoreDesire:

“Mychildisnoordinarykid！”.73SevenSeas七七海銷售策略(SellingStrategy)銷售概念構(gòu)架架(TheSellingIdeaPlatform)：C）品牌如何最完完美滿足最核核心的欲望:通過塑造七海海不是一般的的魚肝油的品品牌形象來滿滿足消費(fèi)者希希望孩子不一一般的心理需需求HowTheBrandBestFulfillsTheCoreDesire:SevenSeassatisfiestheconsumer’spsychologicalneedswhichhopingherkidisnoordinarybybuildingsevenseas““noordinary”brandimage74SevenSeas七七海銷售策略(SellingStrategy)銷售概念構(gòu)架架(TheSellingIdeaPlatform)：D）強(qiáng)有力的支支持事實(shí):功功能上:含有多種種重重要要維維生生素素和和深深海海魚魚肝肝油油的的成成份份TheCompellingTruth:Function:HaveTheIngredientsOfMulti——vitaminsAndFishliverOilComingFromTheDeepNorthSea75SevenSeas七七海海銷售售策策略略(SellingStrategy)銷售售概概念念構(gòu)構(gòu)架架(TheSellingIdeaPlatform)：：D）強(qiáng)強(qiáng)有有力力的的支支持持事事實(shí)實(shí):品品牌牌上上:來來自自德國(guó)國(guó)默默克克TheCompellingTruth:Brand:FromGermanMerck76SevenSeas七七海海銷售售策策略略(SellingStrategy)銷售售概概念念：：不一一般般的的魚魚肝肝油油TheSellingIdea:NoOrdinaryFishLiverOil77SevenSeas七七海海銷售策策略(SellingStrategy)創(chuàng)意概念：：七海海寶寶寶更出出眾TheCreativeIdea:Outstandingsevenseas，，outstandingkids78DrFreemanCough&ColdSyrupforChildren79Cough&ColdMarketOverviewThemarketishuge:RMB876mn(98’)80英揚(yáng)??傳奇奇CC&E圖示結(jié)結(jié)論：：1、不不論男男性被被訪人人群,還是是女性性被訪訪人群群感冒冒前絕絕大多多數(shù)人人都有有感冒冒前兆兆或感感冒癥癥狀2、其其中有有輕度度癥狀狀者占占絕大大多數(shù)數(shù)，男男性為為59.5%,女性性為60.0%3、可可以推推斷———幾乎所所有人人感冒冒前都都有或或多或或少的的癥狀狀SettingsofConsumptionbytheWholeSample:Number：511GenderGroup：16----60SOURCE:IMI81LocationofBuyingColdMedicineBytheWholeSample:Number：510GenderGroup：16----60歲MultipleAnswers,sopercentmayextra-100%圖示結(jié)論：1、70.7%的男性以以及72.4%的的女性會(huì)在藥藥店購(gòu)買感冒藥,因此可推斷斷——不論男性性還是女性，，購(gòu)買感冒藥首首選的場(chǎng)所均均為藥店,其其次為醫(yī)院或或診所2、男女消費(fèi)費(fèi)者在購(gòu)藥場(chǎng)所選擇方面面性別差異不大SOURCE:IMI82TheHabitofKeepingColdMedicineatHome:Number:624Say“Yes”:508Say“No”:116圖示結(jié)論：81.4%的的被調(diào)查家庭庭在家中備有感冒藥藥,只有18.4%的被調(diào)查家庭庭沒有此習(xí)慣慣,因此可推斷———感冒藥是大多數(shù)家庭庭日常必備藥藥。SOURCE:IMI83Rankingoftheidealbrandsorkinds84英揚(yáng)?傳傳奇CC&EWhichSeasontoPronetoCatchColdThePeakSeason:winter;spring;theinterimbetweentheseasons85英揚(yáng)?傳奇CC&EItfunctionsincoughandcoldanduptonow,nootherproductsclaimtohavethesetwofunctionsonly.Inthemarketofcoughsyrupandcough&cold&feversyrup,wehavekeycompetitorsasbelow:coughsyrup:IsedylfromUnitedLaboratory;JinMinChildrensyrup,ShenquCoughSyrupandTaijiCoughSyrupcough&cold&feversyrup:Tylenol,Bufferin,XiaobaiProductProfile86英揚(yáng)?傳奇CC&EOurConcern:DrFreemanCough&ColdSyrupforChildrenaimsattheearlystageofcold;DrFreemanisthesub-brandofmerckonlyforseriescough&coldproducts.87英揚(yáng)?傳奇CC&ESWOTStrengthLowPriceUniqueFormulaGoodqualityWeaknessnobrandawarnesstosupporttheproductOpportunityConcentrateeffectontheearlystageofcoldlargecold&coughmarketCompetitivevoiceisnotnoiseinSandongwelldevelopedretailenvironmentThreatsstrongcompetitionStrictregulatorycontrolonA&Pactivities88英揚(yáng)?傳傳奇CC&EDr.Freeman品牌印記記(BrandFootprint)89Dr.Freeman品牌印記記(BrandFootprint)品牌意義義Dr.Freeman的意義就就是來自德國(guó)國(guó)的感冒冒藥Dr.FreemanmeansafludrugfromGermanDr.Freeman的意義就就是醫(yī)生推薦薦使用的的Dr.Freemanmeansdoctor’srecommendedDr.Freeman的意義就就是治療兒童童傷風(fēng)和和咳嗽的的糖漿Dr.Freemanmeansacold&coughsyrupforchildren90Dr.Freeman品牌印記記(BrandFootprint)品牌個(gè)性性Dr.Freeman是感冒藥專專家Dr.FreemanistheexpertoffludrugsDr.Freeman是可信的Dr.FreemanisreliableDr.Freeman是認(rèn)真負(fù)責(zé)責(zé)的Dr.Freemanisconscientious91Dr.Freeman品牌意義義Dr.Freeman的意義就就是來自德國(guó)國(guó)感冒藥藥Dr.FreemanmeansafludrugfromGermanDr.Freeman的意義就就是醫(yī)生推薦薦使用的的Dr.Freemanmeansdoctor’sendorsementDr.Freeman的意義就就是治療兒童童傷風(fēng)和和咳嗽的的糖漿Dr.Freemanmeansacold&coughsyrupforchildren品牌個(gè)性性Dr.Freeman就是是感冒專專家Dr.FreemanistheexpertoffludrugsDr.Freeman是可信的Dr.FreemanisreliableDr.Freeman是認(rèn)真負(fù)責(zé)責(zé)的Dr.Freemanisconscientious92英揚(yáng)?傳傳奇CC&EDr.Freeman銷售策略略(SellingStrategy)93Dr.Freeman銷售策略略(SellingStrategy)品牌位置置：溫和有效效治療兒兒童傷風(fēng)風(fēng)咳嗽的的糖漿BrandPosition:ASyrupForMildlyAndEffectivelyRelievingChildren’sCold&Cough94Dr.Freeman銷售策略略(SellingStrategy)品牌目標(biāo)：：感冒藥專家家BrandObjective:TheExpertOfFluDrugs95Dr.Freeman銷售售策策略略(SellingStrategy)廣告告角角色色：：傳達(dá)達(dá)即即治治療療發(fā)發(fā)燒燒前前的的感感冒冒癥癥狀狀非非常常重重要要TheSpecificRoleOfTheAdvertising:DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGettingFever96Dr.Freeman銷售售策策略略(SellingStrategy)銷售售概概念念構(gòu)構(gòu)架架(TheSellingIdeaPlatform)：：A）概概念念性性目目標(biāo)標(biāo)客客層層:細(xì)心心的的父父母母TheConceptualTarget:CarefulParents97Dr.Freeman銷售策略(SellingStrategy)銷售概念構(gòu)架架(TheSellingIdeaPlatform)：B）最核心的欲望望/周到TheCoreDesire/Considerate98Dr.Freeman銷售策略(SellingStrategy)銷售概念構(gòu)架架(TheSellingIdeaPlatform)：C）品牌如何最完完美滿足最核核心的欲望:

感冒藥專專家的細(xì)心周周到，讓孩子子在發(fā)燒前即即消除感冒HowTheBrandBestFulfillsTheCoreDesire:GermanFluexpertCanReliveCold&Coughbeforekidsgetfever.99Dr.Freeman銷售策略(SellingStrategy）銷售概念構(gòu)架架(TheSe