品牌的“意义”和“个性”分析报告(ppt 108页).ppt

英扬传奇CCmoresuitableforchildren,ProductProfile,英扬传奇CCdailycostRMB1.5)promotionsinthehospitalarelimiteddifficulttosumupintooneUSP,Opportunity,lesscompetition(intermsofVBcomplex)theawarenessofimportanceofvitaminsisincreasing,Threats,lowpricestrategyoflocalproduct,40,Becombion品牌印记(BrandFootprint),41,Becombion,品牌意义Becombion的意义就是来自德国默克的复合维生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意义就是B族维生素均衡糖浆BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意义就是构筑儿童均衡发育的基础Becombionmeansaveryimportantbasisforchildrensbalancedgrowth,42,Becombion,品牌个性Becombion是维生素的专家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecombion是严谨的Becombionissevere,英扬传奇CCJuniorCentrum-RMB1.12;Kiddi-RMB4.07/3.20;Scotts-RMB1.317sMVS-RMB1.38,英扬传奇CC”containscodliveroil”;”helpsbraindevelopment”SZ:“containsmanyessentialvitamins”;“containscodliveroil”;“helpsinstrengtheningboneissue”,英扬传奇CCSZ:77.6%Theperceivedprice:aroundRMB62/perbottle,ConsumersAttitude,英扬传奇CCspring;theinterimbetweentheseasons,英扬传奇CC&E,86,Itfunctionsincoughandcoldanduptonow,nootherproductsclaimtohavethesetwofunctionsonly.InthemarketofcoughsyrupandcoughJinMinChildrensyrup,ShenquCoughSyrupandTaijiCoughSyrupcough&cold&feversyrup:Tylenol,Bufferin,Xiaobai,ProductProfile,英扬传奇CC&E,87,OurConcern:DrFreemanCoughDrFreemanisthesub-brandofmerckonlyforseriescough&coldproducts.,英扬传奇CC&E,88,SWOT,Strength,LowPriceUniqueFormulaGoodquality,Weakness,nobrandawarnesstosupporttheproduct,Opportunity,Concentrateeffectontheearlystageofcoldlargecold&coughmarketCompetitivevoiceisnotnoiseinSandongwelldevelopedretailenvironment,Threats,strongcompetitionStrictregulatorycontrolonA&Pactivities,89,Dr.Freeman品牌印记(BrandFootprint),90,Dr.Freeman品牌印记(BrandFootprint)品牌意义Dr.Freeman的意义就是来自德国的感冒药Dr.FreemanmeansafludrugfromGermanDr.Freeman的意义就是医生推荐使用的Dr.FreemanmeansdoctorsrecommendedDr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr.Freemanmeansacold&coughsyrupforchildren,91,Dr.Freeman品牌印记(BrandFootprint)品牌个性Dr.Freeman是感冒药专家Dr.FreemanistheexpertoffludrugsDr.Freeman是可信的Dr.FreemanisreliableDr.Freeman是认真负责的Dr.Freemanisconscientious,英扬传奇CC&E,92,Dr.Freeman,品牌意义Dr.Freeman的意义就是来自德国感冒药Dr.FreemanmeansafludrugfromGermanDr.Freeman的意义就是医生推荐使用的Dr.FreemanmeansdoctorsendorsementDr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr.Freemanmeansacold&coughsyrupforchildren,品牌个性Dr.Freeman就是感冒专家Dr.FreemanistheexpertoffludrugsDr.Freeman是可信的Dr.FreemanisreliableDr.Freeman是认真负责的Dr.Freemanisconscientious,93,Dr.Freeman销售策略(SellingStrategy),94,Dr.Freeman销售策略(SellingStrategy)品牌位置：温和有效治疗儿童伤风咳嗽的糖浆BrandPosition:ASyrupForMildlyAndEffectivelyRelievingChildrensCold&Cough,95,Dr.Freeman销售策略(SellingStrategy)品牌目标：感冒药专家BrandObjective:TheExpertOfFluDrugs,96,Dr.Freeman销售策略(SellingStrategy)广告角色：传达即治疗发烧前的感冒症状非常重要TheSpecificRoleOfTheAdvertising:DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGettingFever,97,Dr.Freeman销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：A）概念性目标客层:细心的父母TheConceptualTarget:CarefulParents,98,Dr.Freeman销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：B）最核心的欲望/周到TheCoreDesire/Considerate,99,Dr.Freeman销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：C）品牌如何最完美满足最核心的欲望:感冒药专家的细心周到，让孩子在发烧前即消除感冒HowTheBrandBestFulfillsTheCoreDesire:GermanFluexpertCanReliveCold&Coughbeforekidsgetfever.,100,Dr.Freeman销售策略(SellingStrategy）销售概念构架(TheSellingIdeaPlatform)：D）强有力的支持事实:Dr.Freeman是治疗感冒的专家TheCompellingTruth:Dr.Freemanistheexpertinrelievingcold&cough,101,Dr.Freeman销售策略(SellingStrategy)销售概念：Dr.Freeman是细心严谨的感冒药专家TheSellingIdea:Dr.Freemanisasolicitudeandconscientiousexpertinfludrugs,英扬传奇CC&E,102,MERCK默克,SELLINGIDEAMAINTANCETHEFOUNDATIONOFPEOPLESHEALTH维护健康的基础,CREATIVEIDEATHEPOWEROFPROMISE承诺的力量,英扬传奇CC&E,103,1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationToolsFootprintSellingStrategy4.Brand/ProductCommunicationStrategyBecombion/BecombionVitaminBComplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTactics,104,Below-the-lineandOtherMarketingTactics,105,Becombion,类型：促销活动Style:SPActivity主题：儿童拼图有奖活动Subject:ChildrensJigsawPuzzleRewardActivity对象：212岁的儿童Target:2-12yearsoldchildren手段：SP活动期间，买就送“贝康安宝宝”拼图卡片，儿童用拼图卡片来拼出包装盒上“贝康安宝宝”的各种姿态，按拼出的姿态种类的多少设立不同奖项目的：1、提高商品接触及使用率2、达到品牌指名购买,活动方案ActivityPlan,106,SevenSeas七海活动方案ActivityPlan,类型：事件活动Style:EventActivity主题：“不一般宝宝”的“不一般技能”大赛Subject:“NoOrdinaryAbilityContest”For“NoOrdinaryBabies”对象：28岁儿童Target:2-8yearsoldchildren方式：将不一般的产品性能和儿童不一般的健康体能有机结合，利用报纸和广播电视的社会影响力，进行前期报名、活动期追踪报道和消息稿的发布，加上开设“儿童与鱼肝油健康咨询热线”，可望达到社会对多种维生素鱼肝油的接受和信赖。,107,SevenSeas七海活动方案ActivityPlan,类型：公关活动Style:PRActivity主题：“七海伴你每一天”-课间餐饭盒温情赠送活动Subject:“SevenSeasWillAlwaysLoveYou”-BreakLunch-BoxPresentationActivity对象：上幼儿园或小学的28岁儿童Target:2-8yearsoldchildreninKindergartensorPrimarySchools方式：籍由各个幼儿园、小学的课间餐时间向儿童免费提供七海健康饭盒，树立七海亲切友好的伙伴形象，推进消费者对企业和商品的信心和口碑效果。,108,Dr.Freeman活动方案Acti