2012 市场营销课程报告要求

jAssignment Sheet for Marketing: an Introduction市场营销课程大作业（报告）要求l This document explains how to do the assignment / marketing report for the course of “Marketing: An Introduction” and also gives the disclaimer and notes.l Write a marketing report on one brand/product. Describe and analyze its 4Ps (product, price, promotion and place distribution) and brand strategy, and give your recommendations to have a better marketing of it. The product is preferably Fast Moving Consumer Goods (FMCG) sold in supermarkets, and shall not be any kind of service. If you have any choice beyond the FMCG, please talk to your teacher as soon as possible. The brand/product is expected to be a famous one so that the information about this brand/product is easily accessible. l 本文件就如何完成市场营销课大作业/营销报告作出说明，并附有免责声明及注意事项。l 就某一个品牌/产品写一市场营销报告，对其产品， 价格， 分销和促销的策略 (4Ps)和品牌策略进行描述和分析，并给出你的建议，使其营销能做的更好。此品牌/产品不应是服务，宜为超市中的快速消费品，如果你想就超市外的品牌/产品做市场报告，请尽快与教师商谈。此品牌宜为知名品牌，这样有关此品牌的信息则易取得。l 文字报告必须在PPT首页明确写明姓名、班级、学号。以下举例说明此报告可能涉及的品牌/产品：l 牙膏 toothpaste：Colgate 高露洁 Crest 佳洁士 Zhong Hua 中华l 香皂/香波类 soap/shampoo：OLAY 玉兰油，LUX 力士 Safeguard 舒肤佳 Johnsons baby强生婴儿 Rejoice 飘柔 ManTing 满婷 Pantene 潘婷 Sifone 诗芬Clairol 伊卡路 SASSOON 沙宣l 化妆品 cosmetics：LOREAL 欧莱雅 AVON 雅芳 PONDS 旁氏 Maybelline 美宝莲 Dabao 大宝, NIVEA 妮维雅l 食品类food: Mr. Kon 康师傅, Wang Wang 旺旺 Nestle Coffee 雀巢咖啡 Danone 达能 饼干 Pringles 品客薯片 Wrigleys 绿箭口香糖 Dove 德芙巧克力 l 洗衣粉 laundry: OMO奥妙, TIDE汰渍, ARIEL 碧浪l 奶制品dairy ：雅士利， 三鹿，Heinz亨氏, 光明，蒙牛，伊利， 乐百氏l 软饮料soft drinks： Coca Cola 可口可乐, Pespi 百事可乐l 袋装茶tea bag: Lipton 立顿营销报告的具体要求1. PRODUCT 产品l Product category产品种类 （如COKE可乐属于软饮料）, product assortment 产品款型 (如空调挂机，柜机; 牛奶/酸奶/奶粉).l Core Product 核心价值：功能用途, Tangible (actual) Product (including content) 可见部分：如，外观设计. Augmented Product and Benefits附加产品和好处：如保险/保修，售后服务，心理满足感 。 Example: BENEFIT：Colgate toothpaste gives you cavity-free, whiter and harder teeth, and refreshing mouth. 实际好处：高露洁牙膏让你远离蛀牙，给你更白更坚固的牙齿，和清新口气。LUX 力士，NIKE，Dove 德芙巧克力，OMO奥妙.l Product Mix 产品组合：Product line 产品线：Length 长度: total number of product items 产品总数, Width 宽度: number of different product lines the company carries 产品种类 Depth 深度: number of products / versions in each line brands and specifications 规格每种类产品中之款型品目（如草本薄荷水果不同香型的牙膏）Branding Strategy 品牌战略：l Brand Performance 品牌表现Reliability 可靠性Durability 持久性Uniqueness 独特性Pricing 价位独特性: Dove 德芙巧克力l Brand Imagery 品牌形象l Taste and Style 品位与风格 Adidas vs. LOREAL范伟/赵本山代言的产品和某些女明星代言的产品品牌形象的区别; Logo / Corporate Identity CI 徽标/商标, 企业形象识别User Images 品牌消费者形象Brand Characters 品牌性格Brand Affinity 品牌亲和度Brand Image Conflict or Convergence 品牌形象冲突或提升Brand Characters 品牌性格: down-to-earth务实, honest诚实, innovative创意/创新, up-to-date/fashionable 时尚, reliable可靠, successful成功, upper class中产阶级以上, charming动人, outdoorsy and tough 坚强喜欢体育活动品牌亲和度-哪个品牌和你是零距离,为什么如牙膏/香皂/香波, 想象一下你和该品牌的关系 一般/亲密朋友, 偶尔/经常遇见的同事, boyfriend & girlfriend, parents?l Consumer Judgement 消费者对品牌之看法/态度 1. Consumer Feelings 消费者对品牌的情感 例: 热情, 安全感,亲切AIR NZ, +CARE 韩亚/ 神秘, 异域风情喜力/ 专业, 不会出错高露洁, 青春, 清新过去vs. 喧闹, 浮躁现在 可口可乐. 甜蜜舒心雀巢咖啡 fun, excitement, social approval, and self-respect.l Consumer-Brand Resonance 消费者与品牌的互动Loyalty / Disloyalty 对品牌的忠诚度Attitudes on User Images and Merchandises对品牌消费者形象与CI标识物的态度Brand Personality 品牌个性 和Consumer Feelings消费者对品牌的情感联系起来Packaging and labeling 包装: l concept, size, shape, colour, style外包装，内包装 （如盒体香波/瓶体饮料/筒体牙膏外观设计，形态， 包装创意，主题， 大小，色彩，风格，形象，图案，商标， 附送品， 文字说明 农夫山泉 航天员专用+饮水思源感恩帖 cause-related marketingproduct information and description of the selling point(s) 产品信息及卖点陈述达能牛奶佳钙饼干 vs. 力士清润柔肤香皂, use/warnings 警戒语, list of ingredients 成分配料表。Product positioning 产品定位 Quality vs. Value for money 2. PRICE 价格l Product Position价格定位: Cheap and Cheerful , Average, High Value.如价廉物美或高质高价 Your feeling towards the price(s). l Are substitutes 替代品 widely available? What are competitors prices? 相同/相近产品价格. l Any legal restrictions in its sales (销售有无法律限制). l Price range for its different product 系列产品中间不同款式型号的不同价格. l Price difference in different sales outlets 不同卖场价格的差异 : 超市，百货商场，专卖店l Does the company have various products occupying different positions within one market? 此公司是否有一系列产品/品牌，它们有不同/相同的产品定位？l Does the product charge different customers different prices but offer almost the same product? 此产品/品牌是否就不同消费群体实行细分市场差别定价？l What is the promotional price and Psychological pricing? 促销价格活动打折和心理价位3. PLACE (DISTRIBUTION)分销l Where is the product sold? 在何处出售? 如：超市，百货商场，专卖店, Convenience store 便利店, Discount stores 折扣商店, personal selling 人员促销, Vending machines 自动售货机. 请想全面4. PROMOTION 促销营销传播l Advertising广告: TV, print, radio, Internet, 在何种媒体出现？l 广告主题， 创意， 文案， 艺术效果及传播效果 - 如色彩，意境，气势，音乐， 声音，意蕴，卖点突出程度，语言美感及声线，形象代言人及演员美感表现，叙事模式 完整故事或片刻氛围等，布景 请自己找报纸和杂志广告,或者广告教材l 文字及tagline广告口号语：如麦当劳：我就喜欢 I am loving it呈现，创意与回忆是否冲突，营造的情境与产品特性/好处的关联和融合度， 等等. l 促销方式：如Sales Promotion 销售促进：discount折扣促销, samples 样品试用, free item 免费附送, multi-packs 多件实惠装.例子Promotion for imported natural mineral water 进口天然矿泉水 The promotions are to be conducted in print advertisements, promotional pricing, promotional flyers, and donation to hospitals. Advertising is to be featured in newspapers and magazines. The newspaper ad is to be carried 3 times per month in widely-circulated evening post. The magazine ad is featured monthly with the readers of students and white-collar workers. Promotional prices are to be implemented in (a) 8% monthly in-store promotion and (b) bulk carton purchase with 10% discount. One-page promotional flyer is distributed in university campuses and office towers. Some donations to hospitals will be conducted, hopefully to attract favourable publicity. l Public Relations PR公关: media reports, Sponsorship 赞助.请写出你对此品牌/产品的产品， 价格， 分销和促销的策略 (4Ps)和品牌策略的建议。Disclaimer and Notes免责声明及注意事项w1. The presence of all the brands / products in each teaching session (including the PowerPoint presentations and any other teaching materials) is ONLY for the purpose of teaching and learning marketing. It does NOT in any way indicates the lecturers encouragement and recommendation of the purchase and consumption of these brands / products (including services, celebrities, places, and ideas) for the students. 在教学过程中出现的所有品牌/产品(包括PowerPoint教案和其他任何教学材料中)仅用于市场营销教学之目的，不以任何形式含有教师鼓励、推荐学生购买及使用这些品牌/产品（包括服务，名人明星，地点及想法）的意图。2. For their assignment(s), exam and study of this course, students are asked to obtain any relevant information about the brands / products from publicly available and legal sources. Any business secrets of any brands / products and related companies shall NOT be acquired in any way. 为完成此大作业（报告），准备本课程考试和学习本课程， 学生被要求从公开合法之渠道获取有关品牌/产品的任何信息。学生不应以任何方式获取任何品牌/产品及其公司的商业机密。3. In this course, students are asked only to seek, analyze and present any information and contents that are directly relevant to the completion of this assignment and preparation for exam, which shall be obtained from publicly available and legal sources. 本课程仅要求学生找寻，分析，呈现和完成此大作业（报告）与准备考试直接相关的信息内容，并应从公开合法之渠道取得.4In order to safeguard the privacy of an individual, please note the following if you conduct interview with somebody or ask someone to fill in a questionnaire: l Before the interview or questionnaire, this document Assignment Sheet for Marketing: An Introduction should be presented and explained to anyone who is to be interviewed by you hereafter interviewee or is asked to fill in a questionnaire hereafter questionnaired.l You must inform the interviewee or questionnaired that s/he has the right to a either accept or reject your interview or questionnaire and asked not be named or identified if accepted, b terminate the interview or questionnaire process if s/he feels it involves his/her privacy during the interview or questionnaire-filling, c withdraw from your interview or questionnaire being conducted without giving a reason d withdraw any information that s/he gives to you and ask you to destroy the said information after the interview or questionnaire, e.g. in the form of your interview notes etc. l The person who is interviewed by you or is asked to fill a questionnaire has the rights as indicated above in a, b, c and d.l You must ensure that all information acquired by you from the interviewe