essence of marketing strategy.ppt

EssenceofMarketingStrategy,建立品牌的秘訣ChivalryManagementConsultancy,資訊爆炸的時代心智運作模式趨向簡單化,媒體:商業TV,有線TV,衛星TV,收音机AM,FM,報紙，雜誌，書籍每天有1,000本新書出版.產品:一間便利店有上千種貨品，一間超級市場有上萬種貨品，每年有超過20,000種新產品走進市場。美国專利局的註冊專利活跃的有450,000項，每年有25,000項新註冊。(美国囯会每年通过500項法規，州政府每年通过25,000法案.)廣告:傳统的媒體，互联网，手机。在資訊爆炸的時代，我们只好建立防衛机制，並將信息處理簡单化。,2,Characteristicsofourminds我们的心智思維特徵,Mindsarelimited我们的心智思維都有極限Categoryladder品類階梯思維Mindshateconfusion我们的心智思維不想混乱，愈成功的品牌愈不能隨意扩展业務領域。还有排他法則。Keepitsimpleandrelevant.简单化思維，連接新舊概念，如horselesscarriage.Mindsareinsecure我们常有不安全的意識Risks風險(monetary,functional,physical,social,psychological)Peoplebuywhatothersbuy,orlooktootherstohelpthemmakedecision.羊羣心態、害怕作决策。Mindsdontchange心智思維一旦形成便很難改变，您还想用廣告建立新品牌嗎？Wedontseethingsastheyare,weseethingsasweare.我们看見的、是自己。Mindscanlosefocus我们的心智思維容易失焦Specialistbrandsoftenbeatgenericbrands.專门品牌通常勝过普遍性品牌DominosPizza達美樂vs.PizzaHut必勝客Duracell金霸王(long-lastingalkalinebatteries鹼性电池)vs.Eveready永備(flashlight,heavy-duty,rechargeable,andalkalinebatteries),3,這些品牌有甚麽相同之處?,4,Beingfirstiskey.成為第一,WhatisthenameofthefirstpersontoflysoloacrosstheNorthAtlantic?第一位駕飛机橫越大西洋的人是誰?CharlesLindbergh林白(1927年從纽约直飛巴黎)。第二位呢?Whatisthelargest-sellingbookeverpublished?全世界最暢銷的書是?TheBible聖經。第二本是?Whatisthenameofthefirstpersontowalkonthemoon?第一位登陸並踏上月球的人?NeilArmstrong阿姆斯壯。第二位呢?WhatisthenameofthefirstAmericanpresident?第一位美囯总统是誰?GeorgeWashington华盛顿。第二任呢?Whatisthenameofthehighestmountainintheworld?世界最高山峯是?MountEverestintheHimalayas喜馬拉雅山的珠穆朗瑪峯,Theywerethefirstproducts.oftheircategories.他们是各自品類的第一產品,市場領袖通常賺取最高利潤,7,相对市佔率與資本回報的典型关系,Perception(心智)Vs.Reality(真实),Perceptionisaprocessbywhichindividualsorganiseandinterprettheirsensoryimpressionsinordertogivemeaningtotheirenvironment.Theimportanceofperceptionispeoplesbehaviourisbasedontheirperceptionofwhatrealityis,notonrealityitself.心智之所以重要，皆因人们行為乃建基於其心智所認為的事实，而非事实本身。Perceptionmaybewrong,buttheconsequencesofthoseperceptionsarereal.人们的心智認識可能有錯誤，但這些心智引起的結果都是真实的。,Threewaystobefirst成為第一的三種方法,Themostdirectwaytoachievefirst-in-categorystatus,ofcourse,istobetrulythefirsttoreachthemarket.真正的成為某品類的第一Xeroxwasthefirsttointroduceofficephotocopyinginthe1960s.六十年代，施乐首先推出乾式复印机。Thesecondwayistousurpthepositionthroughmarketing.透过有效的宣傳ChristopherColumbus哥倫布vs.AmerigoVespucci韋斯普奇TheveryfirstmainframecomputersoldwasRemingtonRand,butIBMbecamethefirstinthepopularmindbecauseofitsmassivemarketing.IBM率先佔据心智ThefirstinternetbookstorewasP,butAwasfirstinthemind.Thethirdwayistotrytomakesomevariationsothecategorycanbeperceivedasanewcategory.Thatis,createanewcategoryyoucanbefirstin(wherewecancountonadivergentmarket).創造新品類WhoisAmeliaEarhart埃爾哈特?CharlesSchwabintheUSmarketeditselfasthefirst“discount”brokeragefirm.嘉信理財自我推廣為第一間折扣股票經紀行,Theimportanceofbeingfirst通过創造新品類成為第一而建立的品牌,A亞馬遜,thefirstonlinebookstoreBand-Aid邦迪,thefirstadhesivebandageCarrier開利,thefirstairconditionerCNN,thefirstcablenewsnetworkDell戴尔,thefirstdirectsellerofPCsDominos,thefirsthome-deliverypizzachainDr.Scholls,thefirstfoot-careproductDuracell金霸王,thefirstalkalinebatteryESPN,thefirstcablesportsnetworkEvian依云,thefirstexpensivebottledwaterGatorade佳得乐,thefirstsportsdrinkGore-Tex,thefirstbreathablewaterproofclothHarvard哈佛,thefirstcollegeintheUSHeineken喜力,thefirstimportedbeerKFC肯德基,thefirstfast-foodchickenchainIntel英特尔,thefirstmicroprocessor,Nike耐吉,thefirstathleticshoePalm,thefirsthandheldcomputerPampers幫宝适,thefirstdisposablebabydiaperPizzaHut必勝客,thefirstpizzachainPowerBar,thefirstenergybarQ-Tips,thefirstcottonswabRedBull红牛,thefirstenergydrinkReynoldsWrap,thefirstaluminumfoilRolex勞力士,thefirstexpensiveSwisswatchSoftsoap,thefirstliquidsoapSunMicrosystems,thefirstUnixworkstationSwatch斯沃琪,thefirstfashionwatchTacoBell,thefirstMexicanfoodchainTide汰漬,thefirstdetergentTime時代週刊,thefirstweeklynewsmagazineWD-40,thefirstsuper-lubricantWharton,thefirstbusinessschool,10,Ifyouarenotthemarketleader,howcanyoueffectivelycompetewiththem?如果您不是市場领袖，您怎樣跟他们競爭？Attackstrategy進攻策咯(frontalattack正面攻擊,flankattack側擊,guerrillaattack游擊),更好品質、更好口味?“更好”可不是好主意。,1985/86年的市務大战,MicrinwasamouthwashbetterthanListerine,introducedbyJBurgerKing也扩展賣早餐.McDonalds加賣鸡塊;BurgerKing也加賣嫩鸡肉.McDonalds創出RonaldMcDonald;BurgerKing也創出MagicalBurgerKing.McDonalds推出兒童餐HappyMeal並加建遊乐設施;BurgerKing也推出兒童餐Kidsmeal並加建遊乐設施.漢堡王唯一没有抄襲的是麥当勞的收入,Vs.,Vs.,創造新品類在已有品類中擁有一个字詞或特性,Volvosafety安全BMWdriving駕駛Mercedes-Benzprestige名望Ferrarispeed速度JeepSport-utilityvehicle越野運动Federalovernight隔晚Crestcavity防蛀牙Pepsiyouthgeneration年青一代Nordstromservice服務Dominoshomedelivery宅送Aonlinebookstore網上書店KelloggSchoolofManagementMarketing市場學市場營銷中真正的問題不是創建品牌.,創造新品類收窄您的生意(聚焦策略)(收縮你的焦点後，您的品牌才会更强大),FredDeLucasincome:$27million$32million$42million$54million$60million,五、六十年前的美国，每个城镇都至少有一間咖啡廳，在咖啡廳您可以吃甚麼？很多東西，有蛋、醃肉、班戟、漢堡包、熱狗、雞、三文治、湯、雪糕、餡餅、炸麵圈、蛋糕、汽水、咖啡等等。FiftyyearsagoeverytowninAmericahadacoffeeshop.Whatdidyoufindtoeatinacoffeeshop?Everything.Eggs,bacon,pancakes,hamburgers,hotdogs,chicken,soup,sandwiches,icecream,pie,doughnuts,cake,softdrinksandcoffee.,失焦的美囯航空企業,1992年美囯航空業減价战:单這一年因各大航空公司大幅削价競爭，導致整个行業的一年損失超过整个行業歷年所賺。Gobackinhistory,wheneveranairlinecametoaforkinthesky,theytookbothforks.Managementmakesdecisionsthatarerightintheshorttermandwronginthelongterm.回顧歷史，航空業界每当走到岔路，都選擇兩路並走。管理層作的決策短期來看都对，長期來看都錯。“Passengerorcargo”“Letstakebothforks.Wehaveextraspaceunderthepassengercompartments.”載客还是載貨?兩樣都做。AmericanAirlinescargorevenuein2004was$558million(3%oftotalrevenue),whilecargorevenueatFedExwas$24.7billion,withprofitsof$838million(AAlostabillion).“Businessorvacationdestinations”“Letstakebothforks,whyshouldwelimitourselvestoonetypeofdestination?HoustonorHawaii?Wecandoboth.”走商業还是渡假地点的航線？兩樣都做。“Domesticorinternational”“Letstakeboth.”国內線还是国際線？兩樣都做。“First,businessorcoachclass”Letstakebothforks.”头等、商務、还是經濟艙级？每樣都做。,Southwesttakesonefork西南航空只取一瓢飲,Southwestairlinesisoneoftheworldsmostprofitableairlines,postingaprofitforthe37thconsecutiveyearinJanuary2010.連續37年盈利。,不走渡假地點,只走商業城市,不設国際航班,只走国內線,No-frillsairlineonly,不設头等、沒有商務客位,Nootherfull-serviceoperations,Threemistakeswhenlaunchingnewproducts企業推出新產品時的三大錯誤,近期一份研究指出，95%的新產品都以失敗告终，而這些都是來自大企業並且配有大筆廣告预算，他们犯了三大錯誤:大筆廣告预算:新產品、尤其新品牌都是缓慢地起飛。紅牛(RedBull)要等5年才達年銷一千万美元，再用4年才達年銷一億美元。紅牛只以PR(公关)手法打造品牌。產使趨向使用市調而來的名称:消費者通常偏好熟悉的名字。以品牌延伸作名称市調時較受落，推出市場時通常反应欠佳。廣大銷售渠道:通常以較窄的渠道開始，然後慢慢擴展会較為理想，譬如開始時先交由一連瑣店獨家銷售，這樣產品会得到較好的陳列，為產品銷售、品牌建立打好基礎。,Wastingmoneyonbadadvertisingslogans不要浪費金錢,Avaya:CommunicationwithoutboundariesAventis:OurchallengeislifeCanon:KnowhowCigna:AbusinessofcaringDelta:OntopoftheworldHitachi:InspiretheNextNissan:EnjoytherideTyson:Itswhatyourfamilydeserves($40millionadvertisingcampaign)Nike:JustdoitCoca-Cola:TherealthingHertz:WherewinnersrentBarilla:Italysno.1pasta(三年內取代Ronzoni成為領導品牌，市佔率17%，Ronzoni佔7%),Positioning定位,Dominateatwhereyouposition主導您要定位的層面,Positionattheattributelevel特性,Positionatthesub-categorylevel次品類,Positionatthecategorylevel品類,PositioningProgram,1.Competitivecontext競爭環境Theprogramstartswithcompetitionandwhatishappeninginthemarketplace.Inthisphase,welookatresearch,studytrendsanddevelopasenseofthemarket.Whoisdoingwhattowhom?Whoownswhatidea?Wedeterminewhatstrategyisavailabletopursue.競爭維度，誰代表甚麼。2.Thepositioningconcept定位概念Herewedeterminewhatdifferentiatingideacanbeusedtoseparateacompanyorproductfromitscompetitors.Whatkindofbenefitcanbeofferedtoacustomerandprospect?Howcanthisconceptbestbeverbalized?在那方面您是佔優3.Supportingcredentials支持定位的証据Youcannotjustmakeaclaimaboutbeingdifferent.Youmustbeabletoprovethatyouareunique,orfindawaytosupportyourpointofdifferentiation獨一無二的証据4.Communicatingyourdifferentiation宣揚您的獨特優勢Youmustbuildacommunicationsprogrambehindyouridea.Ausefulanalogyistoviewyourdifferentiatingideaasanailthatyouaregoingtodriveintothemind.Theprogramtodothiswouldbethehammertodrivethisnailintothemind.Everyaspectof