策略的形成培训教学

1、Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: 打动消费者，使他们能Ref: Ref: 打中消费者脑海中的那个红心Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: l行销环境4P/消费者Competition问题/机会优势/弱势Environment&SWOTRef: 4P/消费者Competition问题/机会优势/弱势行销决策大方向Environment&SWOTMarketingde

2、cisions/DirectionsRef: 4P/消费者Competition问题/机会优势/弱势行销决策大方向行销传播技能做什么/任务Environment&SWOTMarketingdecisions/DirectionsTasks forMarketingCommunicationRef: 4P/消费者Competition问题/机会优势/弱势行销决策大方向行销传播技能做什么/任务各种不同的行销技能能扮演什么角色Environment&SWOTMarketingdecisions/DirectionsTasks forMarketingCommunicationRole

3、s for differentdisciplinesRef: 4P/消费者Competition问题/机会优势/弱势行销决策大方向行销传播技能做什么/任务各种不同的行销技能能扮演什么角色ADDRPRSPEnvironment&SWOTMarketingdecisions/DirectionsTasks forMarketingCommunicationRoles for differentdisciplinesRef: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Ref: Marketing Aim 行销目的Ref: Marketing Aim 行销目的Rol

4、e of Advertising 广告扮演的角色Ref: Marketing Aim 行销目的Role of Advertising 广告扮演的角色Brand Definition 品牌定义Ref: Marketing Aim 行销目的Role of Advertising 广告扮演的角色Brand Definition 品牌定义Target Marketing 目标市场Ref: Marketing Aim 行销目的Role of Advertising 广告扮演的角色Brand Definition 品牌定义Target Marketing 目标市场Competition 竞争范畴Ref:

5、Where are we now 我们现在何处Ref: Where are we now 我们现在何处Where are we going 我们将往何处Ref: Where are we now 我们现在何处Where are we going 我们将往何处Button 按钮Ref: Where are we now 我们现在何处Where are we going 我们将往何处Button 按钮Support 支持点Ref: Ref: (续)Ref: Ref: (续)Ref: Ref: Ref: Ref: (续)Ref: Ref: (续)Ref: (续)Ref: (续)Ref: Ref: (

6、续)Ref: Ref: (续)Ref: Ref: Point APoint BThe ButtonSupportRef: Ref: (续)Ref: (续)Ref: (续)特点Ref: (续)理性特性特点Ref: (续)感官利益点理性特性特点Ref: (续)感官利益点理性特性特点感性Ref: (续)坚固的锁Ref: 坚固的锁小偷撬不开(续)Ref: 坚固的锁小偷撬不开家里很安全(续)Ref: (续)坚固的锁小偷撬不开家里很安全用了它很安心Ref: (续)含有维生素CRef: 含有维生素C吃了不易感冒(续)Ref: (续)含有维生素C吃了不易感冒有益健康Ref: (续)含有维生素C吃了不易感冒有益

7、健康家里人多吃都健康Ref: 含有维生素C吃了不易感冒有益健康家里人多吃都健康好妈妈(续)Ref: (续)彩色Ref: (续)彩色可以改变眼珠的颜色Ref: (续)彩色可以改变眼珠的颜色当你想改变时就可以改变Ref: (续)彩色可以改变眼珠的颜色当你想改变时就可以改变更美丽Ref: (续)彩色可以改变眼珠的颜色当你想改变时就可以改变更美丽选择的自由Ref: Ref: Ref: (续)Ref: Ref: Ref: Ref: Ref: PanadolTylenolBufferinVSAuthoristatve权感Passionate激情的Rational理性Confident自信Tender &a

8、mp; Sweet温柔甜美Gentleman绅士Arrogant & distantSoft柔软Stable平稳傲慢和距离感Caring mother关爱的母亲Dull/Boring乏味/无趣No human touchTalkative唠叨A Family Man没有人味以家庭为中心的男人Sympathetic同情心泰诺的品牌联想，因为强生（J&J）的公司形象的辅助，已经占据了消费者心目中“母性的光辉”的光明面，相较于必理通，百服宁的优势是多一些“人味”，且没有必理通的“傲慢和距离感”，尝试去除掉百服宁的乏味面，增强人味（Human Touch)是在竞争者中突出的重点，因为大

9、家都还在品牌建立的初期，占夺先机，机会无穷。Competition( (续续) )Ref: Ref: Target Market Target Market 目标市场（续）目标市场（续）Ref: Target MarketTarget Market目标市场（续）目标市场（续）Ref: Target MarketTarget Market目标市场（续）目标市场（续）Ref: 现在现在将来（广告后）将来（广告后）Button 按钮按钮Ref: 利益点Benefit在你最需要的时候儿童百服宁帮你减轻孩子发烧的痛苦减轻母亲的焦虑操作的按钮Mothers Anxiety. When her child is in high fever孩子发高烧时，母亲无以伦比的焦虑藉由呈现这种焦虑，及焦虑的解除来呈现儿童百服宁的有效性Ref: Ref: A ?Wow!B ?Why!Feelin