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1、 Use existing ProductsSTEP 1STEP 2STEP 3STEP 4Become Aware of NewNew Product is AvailableBuy New Product M A R K E T V A L U E202120062005300050007000 / / / / BrandManagementProcessBrandDiagnosisSTEP 1BrandPerspectiveSTEP 2BrandCultureSTEP 3BrandCommunicationSTEP 4 Case 064Business ContentsCategory

2、1Category 2Category 3Category 4Sub_category 01Sub_category 02Sub_category 03Sub_category 04Sub_category 01Sub_category 02Sub_category 01Sub_category 02Sub_category 01Sub_category 02eSolutionconsultingstrategy Model of Sale FormationUse existing ProductsSTEP 1STEP 2STEP 3STEP 4Become Aware of NewNew

3、Product is AvailableBuy New Product Safety needsSocial needsEsteem needsSelfActualizationneedsNEEDSAnalysis- - , - - - ,- - - - , Case 067Brand Management ProcessStep1Media mixStep2Target mixSTEP 3Brand mixSTEP 4SeasonalitySTEP 5Regional mixProcess Completed Renewal CategorySearchSystemCommunityShop

4、WebDesignRecruitSystemMailingsystem advertisingcreativeMedia planningmeasurabilityconcept12220 Case 070 ?Are you getting there? ?Where are we? ?Why are we there? ?How could we get ther? ?Where could we are?T-plan Case 071attentioninterestdesirememoryactionAIDMAEstelmo Lews . AIDMA .1. Attention - .2

5、. Interest - .3. Desire - . 4. Memory - . . 5. Action - . Web DesignSearchSystemRecruitSystemCommunityShopMailingsystem Admin toolSite System / System & System RENEWALCase 072 Rogers innovator Earlyadaptor Earlymajority Latemajority laggardSocial factors (Target Market) (Consumer Promise) (Suppo

6、rt) (Personality)Case 074 Case 075TV ? ? TV ? ? , FTP ProcessADMIN / Case 077What is the Brand?Rational product features.attributesWhat will It dofor me?Rational expectations as aResult of use.benefitsWhat kind ofperson woluld it be?Basic human values-the endEmotional rewards one expectsFrom using t

7、he brand.valuesWhat does it meanto me?The image of the brand. AsElicited in terms of human Characteristics.personalityWhat is the enduringCore of the brand?Every brand has a “soil which creates it and identifies it.essenceThe brand SupportADGoalTargetMarketConsumerPromisePersonality SystemInfraCreat

8、ivePowerPROJECTSUPPORTSYSTEMMediaPowerPromotionStrategyCommunicationStrategyMarketingConsulting* SYSTEM FLOWSTEP 1STEP 2STEP 3STEP 4 Irrelevant charactersRelevant charactersFlotSetting SymbolsMoodLeadcharacter FlotSettingIrrelevantCharactersRelevantcharactersSymbolsMood Case 082OSI ModelLayerapplica

9、tionnetworktransportsessionpresentationdata linkphysical1234567Form oracle Case 083Max marketing modelsynergylinkagesalesActiv-ationadvertisingAccoun-tabilitymediatargeting PRODUCTFUNCTIONSBRAND NAMEGRAPHICSPRDUCTDESIGN MIXLOGOS /TRADEMARKMIXPACKAGINGAUGMENTEDPRODUCTFEATURESCONTENTS CASE 1CONTENTS C

10、ASE 1CONTENTS CASE 1 STEP 07STEP 06STEP 05 STEP 04 & STEP 03 STEP 02 STEP 01 ERP Sales coupon/stampService contestEarly Buying DealPush managerRebateDemonstratorPremium/IncentiveContestPrice dealallowanceRebateDealer serviceSamplingDM/Event/DH ExhibitionDisplay stand ERPSYSTEM/MRP/MPS/ PR consul

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12、ndows 95 & 98Apple MacintoshSystemWindows NTIBM MainframeTCP/IPNetworkPrinterUNIXSystemVMSSystemWindows2000 PR AGENCYPR AGENCYPR consultingCrisis managementMedia relationsEvent managementMarketing promotionOn-line PRInvestor relationsDatabase marketingProductionAdvertising Internet HostWindows f

13、or WorkgroupsWindows 95 & Windows 98Apple Macintosh SystemIBM MainframeWindows NTWindows 2000MS Lan ManagerUNIX SystemNetwork PrinterVMS SystemPART Trade allowanesPrice offsIn-on or near-packsSamplingCouponsTrade couponsFree-in-the-mailPremiumsSelf-liquidatingPremiumsContests &SweepstakesRef

14、und offersBonus packsStamp &Continuity plans 200520062007202120216,030,0347,010,0009,000,00011,000,000?numeric 4 step3 step2 step1 stepinnovatorEarlyadaptorEarlymajorityLatemajoritylaggard LAOntarioMiamiSantiagoTokyoKualaLumpurJakartaSydneyAucklandShanghaiDubaiAmmanJohanesburgBeijingCase 098 POL

15、ANDIRELANDUNITEDKINGDOMSPAINMOROCCOALGERIATUNISIAFRANCEITALYGREECETURKEYBULGARIAUKRAINEBELAUSRUSSIAFINLANDSWEDENNORWAYDENMARKGERMANYROMANIAYUGOSLAVIASWITZERLANDAUSTRIACROATIASLOVAKIAHUNGARYCZECH REPUBLICESTONIALATVIALITHUANIAEUROPE Objective2. Sales ActivityNo. 1 Wholesaler in Japan with integrated

16、marketing system linking storage terminal and sales channel through on-line network up to 202110 Million kl Your Brain “On PresentationsRight BrainLeft BrainSensoryEmotions, impressionsImagistic, holisticHere and nowLogical, sequentialAnalytic, dataShort-term memoryDefense intensivePresentation Impa

17、ct IT - - -Try Again!- - -10 - & 200-& 20031542 OHP TV PT PT PT PT / Update PT SHOP P T S H O P , , , , , , , , , , , , 2003 5.0 , Try again! Try Again “ . Template StoryBoardDesignSettingPlan 2005.05 () / MOU2004.09 (, )2004.07 (KIDP) 2004.07 () MOU 2004.05 2003 () 2003.03 27() 2002.09 PT s

18、hop 2001.12 SK ISAC 2002 1999.03 97 () (2005. 01. 01) ( ) ( , ) 3. PT Training Color Gif animation image III. u, u, , , u , , u , . . 2. 3l l Contentl l , Visuall l Delivery DESIGNSCHOOLINJECTIONSCHOOLEXTRUSIONSCHOOLTECHSCHOOL Package Fast Growthn The First & Flagship Productsn Premium Productsn

19、 Profit Managementn Professional Marketersn Brand Recognitionn Marketing Clinicn In-store Communication n PR, Quality & SVC Marketingn Mid, Long-term Sales Goaln Strategies by Marketn Fast ExecutionProduct LeadershipPeople LeadershipMarket Leadership / / , , , l l l l l l l l l l l Gif l l / Des

20、ign & Display 262K Color TFT (Internal) 65K Color OLED (External) 89x44x24.5mm, 95gMultimedia Megapixel / VGA Camera MPEG4 Recording 2X Digital Zoom MP3, AAC, AAC+ PlayerOthers Bluetooth / USB Digital Power Amp E-mail / SyncML TransFlash Memory3G Functionality Video Telephony Video Streaming Vid

21、eo MessagingProduct Overview 16%14%70%North AmericaEuropeOthersAlthough This broke into the Global Top 3 in 2004, there is still a big gap to be overcome in the North American & European marketsA BIG GAP 01020304050607080901001988199920002001200220032004(Units)Export7.61722294255.786.5 Strong Sa

22、les Performance : 03 55.7M 04 86.5M (55% )Sustainable Sales Growth 02000040000600008000010000012000014000016000018000020000020002001200220032004 308,465410,615110,669Total 451595 620 , , , , . 40576360333102023252127TopBrandPCTopBrandPCTopBrandPCTopBrandPC2004200220012003Brand Recognition(%)Top Tier Competition Brand RecognitionBig Gap 2007202120212021FIFAOlympicSouth Africa World CupBeijing OlympicWomens World Cup China World Youth ChampionshipVancouverWinterOlympicU-17 WorldChampionship / 37%25%59% 3.75 51012.52003200420072010Fast Growt