商务英语 Unit 2 Brands教学文案.ppt

Quotation,Themostdistinctiveskillofprofessionalmarketersistheirabilitytocreate,maintain,protectandenhancebrands,PhilipKotlerwasselectedin2001asthe4thmajormanagementgurubytheFinancialTimes(behindJackWelch,BillGates,andPeterDrucker,)andhasbeenhailedbytheManagementCentreEuropeastheworldsforemostexpertonthestrategicpracticeofmarketing.In2008,theWallStreetJournallistedhimasthe6thmostinfluentialpersononbusinessthinking.,C,Arecentsurveynamedthebrandsbelowastheworldstopten.Whichdoyouthinkisnumberone?Ranktheothersinorder.,1,2,3,4,5,6,7,8,9,10,Checkyouransweronpage156.Areyousurprised?,Whataretheadvantagesofbrandedgoodsfor:,-Owninstantlyrecognisableproducts,-Associatespecificqualitieswiththebrand(valueformoney,safety)-Launchrelatedproductsunderthesamebrand,-Gaingreatercustomerloyalty,-Makeshoppingaloteasier-Buyreliableproducts,-Highprestigebrandsenhanceonesstatus,a)themanufacturer?,b)theconsumer?,BRAND,luxury,classic,awareness,image,stretching,loyalty,leader,manager,Wordpartnershipswiththewordbrand,.,1Abrandassociatedwithexpensive,highqualityproducts2Thepersonresponsibleforplanningandmanagingabrandedproduct3Thebrandwiththelargestmarketshare4Afamousbrandwithalonghistory5Theideasandbeliefswhichconsumershaveaboutabrand6Thetendencyofacustomertocontinuebuyingaparticularproduct7Usingasuccessfulbrandnametolaunchaproductinanewcategory8Theknowledgewhichconsumershaveofabrand,luxurybrandclassicbrandbrandawarenessbrandimagebrandstretchingbrandloyaltybrandleaderbrandmanager,B,Completethesesentenceswithwordpartnershipsfromthelist.,1Levis,whichhasbeenestablishedforover100yearsandisworld-famous,isa_.2Theaimoftheadvertisingcampaignistoenhance_sothatconsumersbecomemorefamiliarwithourcoffeeproducts.3Volvos_isthatofawell-engineered,upmarket,safecar.4Suchardisa_ofSwisschocolate.,brandmanager,luxurybrand,classicbrand,brandawareness,brandimage,brandstretching,brandloyalty,brandleader,A,LynneFielding,amarketingspecialist,istalkingaboutbranding.Completethisextractfromtheinterviewwiththewordsbelow.,competitors,money,name,differentiate,synergy,quality,“Whatisbrandingandwhydoweneedbrands?”Abrandcanbea_,atermorasymbol.Itisusedto_aproductfrom_products.Thebrandsguaranteeacertain_level.Brandsshouldaddvaluetoproducts.Itisa_effectwherebyoneplusoneequalsthree.Butcustomersmustbelievetheygetextravaluefor_.,stand-alonebrands/individualbrands个别品牌，独立品牌corporatebrands/familybrands家族品牌，企业品牌,Backgroundinformation,Backgroundinformation,ArielMotorcycles（艾丽儿摩托车）wasaBritishmotorcyclemanufacturerbasedinBirmingham.ItwasoneoftheleadinginnovatorsinBritishmotorcycling.,Hagen-Dazs（哈根达斯）isanAmericanbrandoficecream,establishedbyPolishimmigrantsReubenandRoseMattusintheBronx,NewYorkin1961.Startingwithonlythreeflavors:vanilla,chocolate,andcoffee,thecompanyopeneditsfirstretailstoreinBrooklynin1976andthenofferedfranchisesthroughouttheUnitedStatesand54othercountriesaroundtheworld.,Backgroundinformation,DirectLineGroup（直达线保险公司）isaBritishinsurancecompany.Itwasfoundedin1985withasimpleideainmind-sellingcarinsuranceoverthephone.ItistheUKsleadingprivateautomobileinsurer,andithasmorethan5millioncustomersacrossitslinesofbusiness.Companysbusinessincludeshome,pet,travel,andlifeinsurance.Otherproductsandservicesincludehomemortgages,loans,savings,onlinecarbuying,andcarbreakdownservice.DirectLinealsohasservicesinGermany,Italy,andSpain.,Marlboro（万宝路）isabrandofcigarettemadebyPhilipMorrisUSAwithintheUS,andbyPhilipMorrisInternationaloutsidetheUS.ItisfamousforitsbillboardadvertisementsandmagazineadsoftheMarlboroMan.,Backgroundinformation,H.J.HeinzCompany（亨氏公司）,commonlyknownasHeinz,famousforitsketchup,isanAmericanfoodcompanywithitsworldheadquartersinPittsburgh,Pennsylvania.,VirginGroupLtd（维珍集团）isabrandedventurecapitalorganizationfoundedbyBritishbusinesstycoonSirRichardBranson.Thecorebusinessareasaretravel,entertainmentandaviation.,Markstwocrabsmeeting;twomonsters;avikingship（维京船）.,Questions,Mostbusinesseshavethreetypesofprospects:cold,warmandhot.Coldprospectsknowlittleornothingaboutyourbusiness.Warmprospectsarefamiliarwithyourcompanyandareaboutmidwaythroughthesalescycle.Yourcompanyshotprospectsarethoseclosesttoclosingorwhovepurchasedfromyouinthepast.Eitheryouvesuccessfullymovedthemthroughthesalescyclebyexposingthemtomultiplemarketingmessagesandsalescontacts,ortheyvecometoyoubywayofreferralandsimplyneedabitmoreinformationorpersonalsellingtomakeapurchaseorsignacontract.Whencreatingyourmarketingprogram,itsessentialtoincludeatleastonemarketingtactictoreacheachofthesetypesofprospects.Coldprospects,forexample,mightbereachedthroughnewspaperadsordirectmail,warmprospectsviaane-mailmarketingcampaign,andhotprospectsmightrespondbesttoPowerPointpresentationsalongwithface-to-facesellingtoaddthefinalheattoclosesales.Chooseamixoftacticsthatllreachandmotivateyourprospectsandfityourcompanysmarketingbudget.,Asupplementaryreadingabouthowtoimprovesales,Factorstobeconsideredwhentryingtoimprovesales,TargetcustomerSpecialproductsServiceDiscountBrandimageShareofmarketCompetitorLocationofshopsect.,CASESTUDY,Caferoma,Background,PanEuropeanFood&DrinkCompany,Coffee,Caferoma,Exclusive,Italian-style,groundcoffeeforgourmets,Strongfull-bodiedflavor,slightlybittertaste,High,Turin,Italy,CASESTUDY,Caferoma,Problems,ItsshareoftheEuropeanqualitygroundcoffeemarkethasdeclinedbyalmost25%.,Brandloyalty:Peoplepreferlower-pricedcoffeeproducts.Price:Similarproductsareofferedatmuchlowerprices.Copycatproducts:OtherbrandsofItalian-stylegroundcoffeeare3040%cheaper.Brandimage:Caferomaisoutofdate.,Tooexpensive&outofdate,Caferoma,Possiblesolutions,Changethetargetmarket,lowerthepriceby2030%,Launchanewadvertisingcampaign,SellCaferomaunderdifferentbrandnamesatlowerprices,SellCaferomaundersupermarketsownlabels,MakeinstantordecafcoffeeproductsunderCaferomabrand,Allowcoffeeequipmentmanufacturerstousethebrandontheirproducts,CASESTUDY,Writing,WriteamemofortheattentionofCaferomasManagingDi