索尼数码市场推广方案.ppt

SONY 19February2003 THEAGENDA RecapoftheBriefAndrewLeeConsumerInsightsMr KongBrandingStrategyNaveenRaoCreativeConceptsSamChungEvents MediaEllaPoonConclusionAndrewLee THEBRIEF TostrengthenCyber shotsubbrandimageinChinamarketToincreaseCyber shotawareness AGENCYVIEWPOINT ThebrandimageofCyber shotneedstoencapsulateaclearbrandessencethatisthebestmarriagebetweenwhattheproducthastoofferandtheconsumerinsightsInlightofthekeycategorycommunicationtrendsInlinewiththecontributionthatthebrandismakingtotheSONYmegabrand SONY THEBRANDARCHETYPE THECREATOR USERIES PSERIES FSERIES INDIVIDUALMODELS CONSUMERINSIGHTS SONY品牌迷恋者对于SONY产品他们并不陌生 他们自觉成SONY产品延伸和升级的消费者 SONY品牌对他们意味者 科技领先工艺精美外观时尚性能可靠风格独立 SONY的先进和完美既是他们审美的方向 又是他们自身心向往之的行为风格 专业 迷恋自己的专业 有专业追求 但他们不是摄影的专业人士 精致 喜欢社交 人格开放 生活富裕但不具有贵族气质 时尚 追求现代生活方式 但不过分另类 可靠 这是青壮年一族 有责任心或有选择地承担责任 独立 控制欲强 在他人的依赖感中欣赏自己 独立 无论经济还是情感都较为独立 崇尚创造 拒绝模仿 他们了经历的时代的巨变 并成为时代的受益者 因此他们的为人处世带有明显的时代烙印 但他们是时代的探索者 不保守 行动力强 消费决策 感性但不浪费 关注价格但不过分敏感 不盲目选择也不过分追求信息的完整 品牌追随 不是顶尖品牌的发烧友 但对熟悉的大品牌有持久的追随 对品牌有狗性般的忠诚 但一再失望就会成为该品牌的敌人 社会地位 他们处于各级的中层 经济收入稳定 社会地位 他们处于各级的中层 经济收入稳定 生活方式 内心有着对远方的渴望 旅游 俱乐部 不期而遇 艺术活动 怀旧是他们的浪漫方式 但他们追求相对的稳定 反对无原则的破坏 他们离经不叛道 犯上不作乱 信奉 君子好色不好淫 事业追求 毫无疑问 无论他们是否在工作中取得了理想的成就 但他们是努力工作的一群 他们崇尚科学精神 有理想主义倾向 最值得关注的是 这群消费者的人格 气质 处世理念与SONY产品互为印证 他们以这种印证为自豪 Cyber shot RIDINGTECHNOLOGYANDSTYLE CategoryintrinsicallylifestyleorientedTechnologicaladvancementinproportiontolifestyleaspirations Technology NOTtheONLYdifferentiatingfactor Lifestyle Notaspirationalunlessbackedbytechnologicaladvancementsupport Relationship CATEGORYDYNAMICS Technology Featureled Dramatizationofbenefits CELEBRITYEndorsement Technologyassociations ImageryassociationsNOTNECESSARILYLINKEDSTRONGLY Cyber shot UNDERSTANDINGTHERELATIONSHIP PROCESS SHARE Interactionwiththesubject power Interactionwiththeimage ownership control Creativity Interactionwithothers sharingoutput sharingthefeatures CAPTURE Behaviour Internalisation RECOGNITION APPRECIATION THEIMAGE CapturesImaginationAllowsforcreativityReflectsinnerself SELF EXPRESSION THEBRANDESSENCE IMAGEENRICHMENTBYCyber shot TechnologythatEnrichestheIMAGE EnrichedlifeThroughselfexpression TheConsumerDesire TheProduct THECyber shotBRANDPILLARS IMAGEENRICHMENT LIFESTYLE TECHNOLOGY SELFEXPRESSION IMAGINATION SUPERIOR STUNNINGLYDIFFERENT FASHIONABLE TASTEFUL THECyber shotBRANDARCHITECTURE USERIES TECHNOLOGYFORCURIOSITY PSERIESP10leads TECHNOLOGYFORCREATIVITY FSERIES TECHNOLOGYFORPERFECTION THECREATOR Fashionable StunninglyDifferent TechnologicallySuperior Tasteful IMAGEENRICHMENT FashionableStylish CompactYoung Fun 5MEGAPIXELSHiTech TrendyUniquestyle Lens CCDQualityProfessionalimage APPROACH1 NARROWCASTING BYREFLECTION IMAGE Shouldreflecttheadvantagethattechnologybrings ShouldreflecttheconsumerPsyche Shouldreflectthebrandvalues CuriosityCreativityPerfection Technology StunninglydifferentFashionableTasteful Superior APPROACH2 BROADCASTING BYASSOCIATIONTOROLEMODELS IMAGE Shouldassociatewiththetechnologicaladvantage ShouldassociatewiththeconsumerPsyche Shouldassociatewithpersonalitytraitsofthebrandvalues CuriosityCreativityPerfection Technology StunninglydifferentFashionableTasteful Superior CREATIVEPRESENTATION Cyber shotEvents EVENTOBJECTIVES GrandLaunchImpactAboutLifestyleAbout Creativity EnhanceProductKnowledgeDriveProductOff take 1 CreateyourCyber shot Theidea Sonycreatesexotic photoopportunities foryou allaroundChinaThe PhotoOpportunities Exotic objects placedinpopular hightrafficareas e g 人民广场 新天地 termed SonyCreations Atotalof10creationsinBJ SH GZEachphototakenat SonyCreations sitescanbesenttoCyber shotOnlineExpo entitledtopremium giftswithpurchaseoftheP10 2 Cyber shot照相馆 Bigexpotenterectedatpublicareas e g FuXingParkinShanghaiProductdemonstration experienceEducationalexpoteachingparticipantsonwaystotakesuperbphotographs LifeSetting compartments withdifferentsettingsthatenhancethecreativity lightingenvironments runningwater smallsubjects forpeopletoexperiencetheenrichmentthatisassociatedwiththeP10The10th 100th 1000th 10000thentrancetotheExpowillwinaP10 whereasallparticipantscangetpremiumswithpurchasetheP10atselectedoutlets MediaCreations MediaCreationsbyCyber shot GiantBuildingWrapBuildingRooftopsMTRPhotoExhibitionGalleryMagazineGatefoldMagazinephotographysponsorshipSonyCreationsOnline GiantBuildingWrap highlightstheimpactanddetailof5 0megapixelphotographywiththenewP10 MetroPhotoGallery CREATIONBYSONY Buythewholeconcourseat徐家沤MetrostationinShanghai SonyOnlineCreationsPop uproadblockonwebsites CREATIONBYSONY BuildingRooftops ShowcaseexoticS