索尼数码提案

SONY,19February2003,厨卫电器加盟厨卫电器代理抽油烟机的日常清洁技巧,THEAGENDA,RecapoftheBriefAndrewLeeConsumerInsightsMr.KongBrandingStrategyNaveenRaoCreativeConceptsSamChungEvents&MediaEllaPoonConclusionAndrewLee,THEBRIEF,TostrengthenCyber-shotsubbrandimageinChinamarketToincreaseCyber-shotawareness,AGENCYVIEWPOINT,ThebrandimageofCyber-shotneedstoencapsulateaclearbrandessencethatisthebestmarriagebetweenwhattheproducthastoofferandtheconsumerinsightsInlightofthekeycategorycommunicationtrendsInlinewiththecontributionthatthebrandismakingtotheSONYmegabrand,厨卫电器加盟厨卫电器代理抽油烟机的日常清洁技巧,SONY-THEBRANDARCHETYPE,THECREATOR,USERIES,PSERIES,FSERIES,INDIVIDUALMODELS,CONSUMERINSIGHTS,厨卫电器加盟厨卫电器代理抽油烟机的日常清洁技巧,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）,厨卫电器加盟厨卫电器代理抽油烟机的日常清洁技巧,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。,厨卫电器加盟厨卫电器代理抽油烟机的日常清洁技巧,Cyber-shotRIDINGTECHNOLOGYANDSTYLE,CategoryintrinsicallylifestyleorientedTechnologicaladvancementinproportiontolifestyleaspirations,Technology,NOTtheONLYdifferentiatingfactor,Lifestyle,Notaspirationalunlessbackedbytechnologicaladvancementsupport,Relationship,CATEGORYDYNAMICS,Technology/Featureled,Dramatizationofbenefits,CELEBRITYEndorsement,Technologyassociations/ImageryassociationsNOTNECESSARILYLINKEDSTRONGLY,Cyber-shotUNDERSTANDINGTHERELATIONSHIP,PROCESS,SHARE,Interactionwiththesubjectpower,Interactionwiththeimageownership/control-Creativity,Interactionwithotherssharingoutput/sharingthefeatures,CAPTURE,Behaviour,Internalisation,RECOGNITION/APPRECIATION,THEIMAGE,CapturesImaginationAllowsforcreativityReflectsinnerself,SELF-EXPRESSION,厨卫电器加盟厨卫电器代理抽油烟机的日常清洁技巧,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,厨卫电器加盟厨卫电器代理抽油烟机的日常清洁技巧,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,厨卫电器加盟厨卫电器代理抽油烟机的日常清洁技巧,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-shotOnlineExpoentitledtopremium/giftswithpurchaseoftheP10,2.Cyber-shot照相馆,Bigexpotenterectedatpublicareas,e.g.FuXingParkinShanghaiProductdemonstration/experienceEducationalexpoteachingparticipantsonwaystotakesuperbphotographs“LifeSetting”compartments(withdifferentsettingsthatenhancethecreativity-lightingenvironments,runningwater,smallsubjects)forpeopletoexperiencetheenrichmentthatisassociatedwiththeP10The10th,100th,1000th,10000thentrancetotheExpowillwinaP10,whereasallparticipantscangetpremiumswithpurchasetheP10atselectedoutlets,厨卫电器加盟厨卫电器代理抽油烟机的日常清洁技巧,MediaCreations,MediaCreationsbyCyber-shot,GiantBuildingWrapBuildingRooftopsMTRPhotoExhibitionGalleryMagazineGatefoldMagazinephotographysponsorshipSonyCreationsOnline,厨卫电器加盟厨卫电器代理抽油烟机的日常清洁技巧,GiantBuildingWrap,highlightstheimpactanddetailof5.0megapixelphotographywiththenewP10,MetroPhotoGallery,CREATIONBYSONY,Buythewholeconcourseat徐家沤MetrostationinShanghai,SonyOnlineCreationsPop-uproadblockonwebsites,CREATIONBYSONY,BuildingRooftops,Show