1、By Estela Kuo 2003年12月12日,Entrepreneurial Marketing 以及新客戶(hù)的初步接觸與銷(xiāo)售支持,市場(chǎng)部功能的演進(jìn),The Evolution of a Marketing Organization,問(wèn)題二 產(chǎn)品或市場(chǎng)多到管理層難以協(xié)調(diào) 診斷 準(zhǔn)備進(jìn)入第三階段 處方 雇用產(chǎn)品經(jīng)理并給與銷(xiāo)售,廣告,調(diào)研的支持 授權(quán)產(chǎn)品經(jīng)理管理市場(chǎng)工作 管理層負(fù)責(zé)市場(chǎng)策略,市場(chǎng)部功能的演進(jìn),The Evolution of a Marketing Organization,問(wèn)題三 目前市場(chǎng)規(guī)模下,成長(zhǎng)有限 診斷 準(zhǔn)備進(jìn)入第三階段 處方 將市場(chǎng)工作下放到各個(gè)負(fù)責(zé)部門(mén) 成立集團(tuán)市

2、場(chǎng)部負(fù)責(zé) 評(píng)估各部門(mén)市場(chǎng)計(jì)劃 提供市場(chǎng)策劃,調(diào)研需要的知識(shí)與培訓(xùn) 管理集團(tuán)的市場(chǎng)與傳播工作,市場(chǎng)部功能的演進(jìn),成長(zhǎng)中企業(yè)的營(yíng)銷(xiāo)組織階段,Entrepreneurial Marketing 創(chuàng)業(yè)營(yíng)銷(xiāo) Opportunistic Marketing 機(jī)會(huì)營(yíng)銷(xiāo) Responsive Marketing 回應(yīng)營(yíng)銷(xiāo) Diversified Marketing 多元營(yíng)銷(xiāo),Marketing Effectiveness Audit營(yíng)銷(xiāo)效果檢驗(yàn),Customer Philosophy 客戶(hù)心理 Does management recognize the importance of designing the

3、company to serve the needs and wants of chosen market? Does management develop different offerings and marketing plans for different segments of the market? Does management take a whole marketing system view (suppliers, channels, competitors, customers, environment) in planning its business?,Marketi

4、ng Effectiveness Audit營(yíng)銷(xiāo)效果檢驗(yàn),Integrated marketing organization 整合營(yíng)銷(xiāo)組織 Is there high level marketing integration and control of the major marketing functions? Does marketing management work well with management in research, manufacturing, purchasing, physical distribution, and finance? How well organ

5、ized is the new product development process?,Marketing Effectiveness Audit營(yíng)銷(xiāo)效果檢驗(yàn),Adequate marketing information 足夠的市場(chǎng)信息 When were the latest marketing research studies of customers, buying influences, channels and competitors conducted? How well does management know the sales potential and profitabi

6、lity of different market segments, customers, territories, products, channels and order sizes? What effort is expended to measure the cost effectiveness of different marketing expenditures?,Marketing Effectiveness Audit營(yíng)銷(xiāo)效果檢驗(yàn),Strategic orientation 策略方向 What is the extent of formal marketing planning

7、? What is the quality of the current marketing strategy? What is the extent of contingency thinking and planning?,Operational efficiency 操作效率 How well is the marketing thinking at the top communicated and implemented down the line? Is management doing an effective job with the marketing resources? D

8、oes management show a good capacity to react quickly and effectively to on the spot development?,Marketing Effectiveness Audit 營(yíng)銷(xiāo)效果檢驗(yàn),定做你的OO果汁!,Workshop 1,游戲規(guī)則,現(xiàn)場(chǎng)分成_組 每組分成 管理層：負(fù)責(zé)做關(guān)鍵決策 總裁辦：負(fù)責(zé)針對(duì)管理層的決策做細(xì)化的執(zhí)行方案，并且向研發(fā)和市場(chǎng)人員下達(dá)指令 研發(fā)和市場(chǎng)人員：負(fù)責(zé)研發(fā)產(chǎn)品和制定市場(chǎng)方案,題目,你是OO果汁的研發(fā)/市場(chǎng)部負(fù)責(zé)人?，F(xiàn)在市面上的果汁競(jìng)爭(zhēng)激烈，主要競(jìng)爭(zhēng)對(duì)手XX果汁也在研發(fā)類(lèi)似的產(chǎn)品。你必須

9、在現(xiàn)在的品類(lèi)上，在不增加生產(chǎn)設(shè)備投資的基礎(chǔ)上，開(kāi)發(fā)出一種能和競(jìng)爭(zhēng)對(duì)手有明顯優(yōu)勢(shì)的新品種果汁。當(dāng)然，除了口味上的區(qū)隔，最重要的是拿出一個(gè)具有競(jìng)爭(zhēng)力的產(chǎn)品定位！,OO果汁新產(chǎn)品發(fā)布會(huì),分組1 分組2 分組3 。,在游戲結(jié)束后,在變化的過(guò)程中，你的感覺(jué)？ 在游戲開(kāi)始前，和游戲后，你的感覺(jué)有什么不同？ 隨著游戲的開(kāi)展，你的小組有什么變化？這種變化是怎么產(chǎn)生的？ 不斷的變化對(duì)你們正在研發(fā)的產(chǎn)品有什么影響？你們最終得到一個(gè)成功的果汁嗎？為什么？ 這個(gè)游戲跟你在現(xiàn)實(shí)生活中對(duì)付變化的經(jīng)歷有什么類(lèi)似？ 緊張的時(shí)間壓迫對(duì)于不同的人有不同的影響嗎？ 你對(duì)自己有什么觀察和了解？你在這個(gè)游戲中如何應(yīng)付不斷的變化和挑戰(zhàn)？

10、 你在工作中能有什么不同的做法，來(lái)幫助自己和團(tuán)隊(duì)?wèi)?yīng)付突如其來(lái)的變化？,360的品牌管理,Ogilvy Worldwide 奧美集團(tuán),Part of the largest global communication group, WPP Annual billing US$8.3 billion 90 countries, 312 offices Global client service network 全球客戶(hù)服務(wù)網(wǎng)絡(luò) Leading skills on brand building and management 領(lǐng)先的品牌建立與管理技巧 Global leadership on integ

11、rated communication 獨(dú)步全球的整合傳播理論,Ahmedabad Auckland Bangalore Bangkok Beijing Brisbane Calcutta Chennai Colombo Dhaka Guangzhou Ho Chi Minh Hyderabad Hong Kong Islamabad Jakarta,Karachi Kuala Lumpur Lahore Manila Melbourne Mumbai New Delhi Pune Seoul Shanghai Shenyang Singapore Sydney Taipei Tokyo We

12、llington,Largest Network In Asia-Pacific,Ogilvy China 奧美中國(guó),Ogilvy Beijing - 230,Ogilvy Shanghai - 150,Ogilvy Guangzhou - 83,Ogilvy Hong Kong - 300,Total: 1,127 staffs,Ogilvy Taipei - 364,00-01 China Ranking 奧美中國(guó)傳播集團(tuán)排名,1.Ogilvy&Mather 2.J Walter Thompson 3.Bates 4.DDB Worldwide 5.Leo Burnett 6.Saatch

13、i & Saatchi 7.Grey 8.FCB 9.Euro RSCG Partnership 10. McCann-Erickson Guangming,Source: HK4As,based on consolidated income,What sets us apart is the power of integration in brand management. 品牌管理的整合力量,讓奧美獨(dú)占鰲頭,What is a BRAND? 品牌是什么?,“ A brand is a complex symbol. It is the intangible sum of a product

14、s attributes, its name, packaging, and price, its history and reputation, and the way its advertised. A brand is also defined by consumers impressions of the people who use it, as well as their own experience. “David Ogilvy 1955 品牌是一個(gè)復(fù)雜的象征,是無(wú)形的產(chǎn)品元素的總和,包括包裝, 名稱(chēng),價(jià)格,歷史,信譽(yù),還有傳播的方式. 品牌是由使用者基于 印象和使用經(jīng)驗(yàn)來(lái)定義的

15、. 1955年大衛(wèi)奧格威,How its advertised. 傳播的方式,Consumers impressions of its users. 消費(fèi)者對(duì)使用者的印象,History and reputation. 歷史和信譽(yù),Name and packaging. 名稱(chēng)和包裝,Products physical attributes. 產(chǎn)品的實(shí)際組成,The totality of a brand. 品牌的全貌,TVC Newspaper ad Magazine ad Radio ad Web banners,Outdoor ad POP Relationship Marketing R

16、oadshows Sponsorship,User base Age Psychograph Image,Income Education Achievement “Negatives”,Heritage Company culture Figurehead Hard facts,Soft news Social and political standings Communityinvolvement Trade environment,Styles Materials Features Texture,Colors Price Quantity Weight,Brand Logo Packa

17、ging Brand name Shopping bag,Website Uniform Showroom Service,Ogilvy 360 Degrees Brand Stewardship 奧美360度品牌管家,360 Degrees Brand Stewardship360度品牌管家,Advertising廣告,Public Relations 公關(guān),Activation 行動(dòng)營(yíng)銷(xiāo),Identity視覺(jué)管理,DirectMarketing 直效營(yíng)銷(xiāo),Interactive 互動(dòng),360 Degrees Brand Stewardship360度品牌管家,We place your b

18、rand in the centre 把品牌放在中心點(diǎn) And build it to its full potential 發(fā)揮全部的潛力 Crossing disciplines in a 360 Degrees way 跨專(zhuān)業(yè) Crossing borders 跨地域 Challenging barriers 挑戰(zhàn)障礙 Taking it all the way through 直到終點(diǎn) Insight.Ideas .Execution .Evaluation 洞察 點(diǎn)子 執(zhí)行 評(píng)估,The Elements 操作單元,Brand Scan,Brand Audit,Points of c

19、ontact,品牌檢驗(yàn),品牌寫(xiě)真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界,執(zhí)行,The Elements 操作單元,Brand Scan,Brand Audit,Points of contact,品牌檢驗(yàn),品牌寫(xiě)真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界,執(zhí)行,The Elements 操作單元,Brand Scan,Brand Audit,Points of contact,品牌檢驗(yàn),品牌寫(xiě)真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界,執(zhí)行,The Elements 操作單元,Brand Scan,Brand Audit,Points of contact,品牌檢驗(yàn),品牌寫(xiě)真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界

20、,執(zhí)行,The Elements 操作單元,Brand Scan,Brand Audit,Points of contact,品牌檢驗(yàn),品牌寫(xiě)真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界,執(zhí)行,The Elements 操作單元,Brand Scan,Brand Audit,Points of contact,品牌檢驗(yàn),品牌寫(xiě)真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界,執(zhí)行,The Elements 操作單元,Brand Scan,Brand Audit,Points of contact,品牌檢驗(yàn),品牌寫(xiě)真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界,執(zhí)行,What Have We Got?我們已經(jīng)知道什么？,We

21、 have interrogated the brand in a 360 way to find out its weaknesses - the Challenge 我們已經(jīng)從360度角度審視品牌, 尋找它的弱點(diǎn)-品牌挑戰(zhàn) We have explored the subjective aspects of the brand to arrive at a BrandPrint 我們已經(jīng)發(fā)掘出品牌的主要資料, 形成品牌寫(xiě)真,What Have We Got?我們已經(jīng)知道什么？,Putting the BrandPrint together with the Challenge sparks

22、 the Idea 我們把品牌寫(xiě)真與品牌挑戰(zhàn)加在一起, 激發(fā)出品牌點(diǎn)子 We now have to take the Idea out into the world of the customers, and maximise their involvement 我們必須將品牌點(diǎn)子帶入消費(fèi)者的世界, 盡量加強(qiáng)消費(fèi)者對(duì)品牌的融入度,Creating a Brand World創(chuàng)造一個(gè)品牌世界,Brand World 品牌世界,Points of Contact 接觸點(diǎn),Idea 點(diǎn)子,What We Are Trying to Do Differently我們?cè)噲D有哪些不同的做法?,Conve

23、ntional Communication 傳統(tǒng)的傳播 Single unconnected shots 單件欠聯(lián)系的活動(dòng),360 Communication 360度的傳播 Creates a Brand World which involves the custom 創(chuàng)造一個(gè)可讓消費(fèi)者融入的品牌世界 An experience of the brand, not just the delivery of a communication 一個(gè)品牌的體驗(yàn), 非僅僅訊息的傳遞,What Greater Involvement Is About較強(qiáng)的融入度是關(guān)于,Intensity 密集度 A p

24、articular point of contact making the idea shine brighter and thus involving the customer more 可以讓品牌點(diǎn)子發(fā)光的接觸點(diǎn), 同時(shí)加深消費(fèi)者融入度 Interplay 相互影響 Different points of contact working together for greater overall involvement 不同接觸點(diǎn)發(fā)揮共通作用, 以達(dá)到最大的融入度.,Multiple Connections多維聯(lián)系,The idea connects with the customer in

25、 multiple ways creating a sensory surround 一個(gè)點(diǎn)子會(huì)以多種方式與消費(fèi)者相連接, 創(chuàng)造整體感受,Different Points of Contact offers the Customer Different Encounters With the Brand 于不同的接觸點(diǎn), 消費(fèi)者與品牌有不同的接觸狀況,We can create interplay between the encounters 我們可以創(chuàng)造它們之間的相互影響,We can use this interplay to intensify involvement 我們可以運(yùn)用這些相

26、互影響加強(qiáng)消費(fèi)者的融入度,Close Your Eyes. Imagine Seeing a Fish閉上眼睛. 想象你正看到一條魚(yú),Now close your eyes again and imagine being a fish 現(xiàn)在再次閉上眼睛, 想象你自己就是一條魚(yú),Being a Fish, not Seeing a Fish變成魚(yú).不是看著魚(yú),Points of Contact接觸點(diǎn),Explore the possible points of contact between the brand and its customers 探究品牌與其消費(fèi)者之間的可能接觸點(diǎn) Think

27、about customers everyday lives - where do they most often think about and use the brand 仔細(xì)想一下消費(fèi)者每天的生活, 在哪里他們會(huì)經(jīng)常想到或用到這個(gè)品牌,Some Techniques To Stimulate Point of Contact Opportunities 幾個(gè)幫助激發(fā)接觸點(diǎn)的技巧,Day in the Life 生活中的一天 Stimuli card 提示卡 The Compass Dial 指南針,Day in the Life生活中的一天,A stage-managed experie

28、nce 一種人為的體驗(yàn) Surrounding the team with the environment, emotions and expressions of the customer/brand relationship 以品牌與消費(fèi)者產(chǎn)生關(guān)系的環(huán)境、情感和表情等包圍品牌團(tuán)隊(duì) Stimulating all their senses - sound, sight, touch, smell, taste 刺激他們所有的感官-聽(tīng)覺(jué)、視覺(jué)、觸覺(jué)、味覺(jué)等,Day in the Life ： Possible Stimuli生活的一天：可能的刺激,Things We Need to Know

29、About Our Customers我們必須了解消費(fèi)者的.,Where they could be most involved 在那里他們會(huì) 融入得最深,What is happening in their lives 他們的生活中 發(fā)生的事,Stimuli Card提示卡,Where they could be most involved 在那里他們會(huì) 融入得最深,What is happening in their lives 他們的生活中 發(fā)生的事,+,Come up with possible points of contact 計(jì)算出可能的接觸點(diǎn),Using Your Impres

30、sion of What Is Happening in the World at Large運(yùn)用你自己對(duì)身邊發(fā)生的事情的印象,What do you feel is happening in peoples lives that might affect their relationship with the brand? 哪些在現(xiàn)實(shí)生活中發(fā)生的事情，會(huì)影響到消費(fèi)者與本品牌的關(guān)系？ Who or what do they specifically identify with in the world at large that the brand could pick up on? 哪些他們

31、所認(rèn)同的人或事，本品牌可以學(xué)習(xí)、利用得到？ What is new in the marketplace that may influence the way they feel about the brand? 市場(chǎng)中的哪些新發(fā)展可能會(huì)影響到消費(fèi)者對(duì)本品牌的感受？ What do you imagine the competition could get up to that could damage that relationship? 試想象一下， 競(jìng)爭(zhēng)者做什么可能危及消費(fèi)者與本品牌之間的關(guān)系？,Thinking About Where the Brand Could Identify

32、With the Customer思考在哪里品牌可以被消費(fèi)者認(rèn)同,When are the brands customers most involved in the media they consume (time, place, behaviour and attitude of mind)? 在哪些時(shí)間，本品牌的消費(fèi)者對(duì)媒體最投入？（時(shí)間、地點(diǎn)、行為、態(tài)度） Is there a natural media fit between the brand and its customers lifestyles? 本品牌和消費(fèi)者生活方式之間，是否存在自然的媒體配合？ What is chan

33、ging in the way the brands customers consume media? 本品牌消費(fèi)者處理媒體的行為是否有所改變？,Thinking About Where the Brand Could Identify With the Customer思考在哪里品牌可以被消費(fèi)者認(rèn)同,In what way could the use of media be tailored to intensify the relationship between : a) different messages? b) different target groups? 如何可以把媒體運(yùn)用得

34、更貼身， 以加強(qiáng)特別情況下消費(fèi)者與品牌的關(guān)系？ a) 不同的信息 b) 不同的目標(biāo)對(duì)象 Is there a natural sequence to the choice or use of media in building greater involvement with the brand? 在選擇和運(yùn)用媒體上，是否存在自然的順序，加強(qiáng)消費(fèi)者對(duì)品牌的投入度,More Obvious Points of Contact明顯的接觸點(diǎn),Less Obvious Points of Contact不太明顯的接觸點(diǎn),Anything that allows us to link the brand

35、 to the customer in his or her Brand World is a medium 任何讓品牌與消費(fèi)者品牌世界產(chǎn)生聯(lián)系的東西都是媒體,Example 例子 Seagram Four Roses giveaway tattoos 紋身 A potted plant 盆景,I came upon this wine cork at a party. I was sniffing it, and look and behold - I discovered a message, literally right under my nose. It says Please vi

36、sit our Web site at So nowadays, this. . is no longer just something that plugs up a bottle. It must suddenly be viewed as a communications vehicle.yet another place for the consumer to experience the brand Rick Boyko,A Wine Cork葡萄酒軟木塞,Have a Break小憩片刻,Fun & Fitnessin an MTR Mirror輕松瘦身,Long, long, long, long life - Duracell,Placed After Weather Reports on a Pager 傳呼機(jī)上天氣報(bào)告后,Moving Through,At this stage we have a number of possible points of contact through which the idea can connect with the customer 此刻我們有一系列與點(diǎn)子有關(guān)的品牌接觸點(diǎn),How do we then