创业公司的营销与品牌管理-奥美中国

ByEstelaKuo郭伟琼2003年年12月12日江西南昌创业公司的的营销与品品牌管理EntrepreneurialMarketing&BrandManagement培训内容导言创业期中的的营销工作作推展与营营销团队建建立从品牌建立立到品牌扫扫描到品牌牌面临的挑挑战360度品牌传播播理论与360度世界中的的创意案例分享想像你刚刚刚成立了一一个公司...刚开始,人人员的组成成如何?个人的分工工如何?业务会如何何发展?随着业务的的发展,公公司的人员员和组织结结构会有什什么变化?市场部功能能的演进TheEvolutionofaMarketingOrganization问题一管理层发现现无法在营营销方面有有足够的关关注力诊断准备进入第第二个发展展阶段处方雇用一个市市场部经理理管理层继续续负责产品品开发制订订价格;以以及新客客户的初步步接触与销销售支持市场部功能能的演进TheEvolutionofaMarketingOrganization问题二产品或市场场多到管理理层难以协协调诊断准备进入第第三阶段处方雇用产品经经理并给与与销售,广广告,调研研的支持授权产品经经理管理市市场工作管理层负责责市场策略略市场部功能能的演进TheEvolutionofaMarketingOrganization问题三目前市场规规模下,成成长有限诊断准备备进进入入第第三三阶阶段段处方方将市市场场工工作作下下放放到到各各个个负负责责部部门门成立立集集团团市市场场部部负负责责评估估各各部部门门市市场场计计划划提供供市市场场策策划划,调调研研需需要要的的知知识识与与培培训训管理理集集团团的的市市场场与与传传播播工工作作市场场部部功功能能的的演演进进成长长中中企企业业的的营营销销组组织织阶阶段段EntrepreneurialMarketing创业业营营销销OpportunisticMarketing机会会营营销销ResponsiveMarketing回应应营营销销DiversifiedMarketing多元元营营销销MarketingEffectivenessAudit营营销销效效果果检检验验CustomerPhilosophy客户户心心理理Doesmanagementrecognizetheimportanceofdesigningthecompanytoservetheneedsandwantsofchosenmarket?Doesmanagementdevelopdifferentofferingsandmarketingplansfordifferentsegmentsofthemarket?Doesmanagementtakeawholemarketingsystemview(suppliers,channels,competitors,customers,environment)inplanningitsbusiness?MarketingEffectivenessAudit营营销销效效果果检检验验Integratedmarketingorganization整合合营营销销组组织织Istherehighlevelmarketingintegrationandcontrolofthemajormarketingfunctions?Doesmarketingmanagementworkwellwithmanagementinresearch,manufacturing,purchasing,physicaldistribution,andfinance?Howwellorganizedisthenewproductdevelopmentprocess?MarketingEffectivenessAudit营营销销效效果果检检验验Adequatemarketinginformation足够够的的市市场场信信息息Whenwerethelatestmarketingresearchstudiesofcustomers,buyinginfluences,channelsandcompetitorsconducted?Howwelldoesmanagementknowthesalespotentialandprofitabilityofdifferentmarketsegments,customers,territories,products,channelsandordersizes?Whateffortisexpendedtomeasurethecosteffectivenessofdifferentmarketingexpenditures?MarketingEffectivenessAudit营营销效果检验验Strategicorientation策略方向Whatistheextentofformalmarketingplanning?Whatisthequalityofthecurrentmarketingstrategy?Whatistheextentofcontingencythinkingandplanning?Operationalefficiency操作效率Howwellisthemarketingthinkingatthetopcommunicatedandimplementeddowntheline?Ismanagementdoinganeffectivejobwiththemarketingresources?Doesmanagementshowagoodcapacitytoreactquicklyandeffectivelytoonthespotdevelopment?MarketingEffectivenessAudit营销效果检验验定做你的OO果汁!Workshop1游戏规则现场分成__组每组分成管理层：负责责做关键决策策总裁办：负责责针对管理层层的决策做细细化的执行方方案，并且向向研发和市场场人员下达指指令研发和市场人人员：负责研研发产品和制制定市场方案案题目你是OO果汁的研发/市场场部负责人。。现在市面上上的果汁竞争争激烈，主要要竞争对手XX果汁也在研发类似似的产品。你你必须在现在在的品类上，，在不增加生产设设备投资的基础上，开开发出一种能能和竞争对手手有明显优势势的新品种果果汁。当然，，除了口味上上的区隔，最最重要的是拿拿出一个具有竞争力的的产品定位！OO果汁新产产品发布会分组1分组2分组3。。。在游戏结束后后……在变化的过程程中，你的感感觉？在游戏开始前前，和游戏后后，你的感觉觉有什么不同同？随着游戏的开开展，你的小小组有什么变变化？这种变变化是怎么产产生的？不断的变化对对你们正在研研发的产品有有什么影响？？你们最终得得到一个成功功的果汁吗？？为什么？这个游戏跟你你在现实生活活中对付变化化的经历有什什么类似？紧张的时间压压迫对于不同同的人有不同同的影响吗？？你对自己有什什么观察和了了解？你在这这个游戏中如如何应付不断断的变化和挑挑战？你在工作中能能有什么不同同的做法，来来帮助自己和和团队应付突突如其来的变变化？360º的品牌管理OgilvyWorldwide奥美集团Partofthelargestglobalcommunicationgroup,WPPAnnualbillingUS$8.3billion90countries,312officesGlobalclientservicenetwork全球客户服务务网络Leadingskillsonbrandbuildingandmanagement领先的品牌建建立与管理技技巧Globalleadershiponintegratedcommunication独步全球的整整合传播理论论AhmedabadAucklandBangaloreBangkokBeijingBrisbaneCalcuttaChennaiColomboDhakaGuangzhouHoChiMinhHyderabadHongKongIslamabadJakartaKarachiKualaLumpurLahoreManilaMelbourneMumbaiNewDelhiPuneSeoulShanghaiShenyangSingaporeSydneyTaipeiTokyoWellingtonLargestNetworkInAsia-Pacific................................OgilvyChina奥美中中国OgilvyBeijing-230OgilvyShanghai-150OgilvyGuangzhou-83OgilvyHongKong-300Total:1,127staffsOgilvyTaipei-364’00-‘‘01ChinaRanking奥美中中国传传播集集团排排名1.Ogilvy&Mather2.JWalterThompson3.Bates4.DDBWorldwide5.LeoBurnett6.Saatchi&Saatchi7.Grey8.FCB9.EuroRSCGPartnership10.McCann-EricksonGuangmingSource:HK4As,basedonconsolidatedincomeWhatsetsusapartisthepowerofintegrationinbrandmanagement.品牌管管理的的整合合力量量,让让奥美美独占占鳌头头WhatisaBRAND?品牌是是什么么?“Abrandisacomplexsymbol.Itistheintangiblesumofaproduct’’sattributes,itsname,packaging,andprice,itshistoryandreputation,andthewayit’sadvertised.Abrandisalsodefinedbyconsumers’’impressionsofthepeoplewhouseit,aswellastheirownexperience.““DavidOgilvy1955品牌是是一个个复杂杂的象象征,是无无形的的产品品元素素的总总和,包括括包装装,名称,价格格,历历史,信誉誉,还还有传传播的的方式式.品品牌牌是由由使用用者基基于印象和和使用用经验验来定定义的的.1955年年大卫卫奥格格威Howit’’sadvertised.传播的的方式式Consumers’impressionsofitsusers.消费者者对使使用者者的印印象Historyandreputation.历史和和信誉誉Nameandpackaging.名称和和包装装Product’sphysicalattributes.产品的的实际际组成成Thetotalityaffectstheusers’experience,andinturndefinesthebrand.影响品牌和使用经验的总体Thetotalityofabrand.品牌的的全貌貌TVCNewspaperadMagazineadRadioadWebbannersOutdooradPOPRelationshipMarketingRoadshowsSponsorshipUserbaseAgePsychographImageIncomeEducationAchievement“Negatives””HeritageCompanycultureFigureheadHardfactsSoftnewsSocialandpoliticalstandingsCommunityinvolvementTradeenvironmentStylesMaterialsFeaturesTextureColorsPriceQuantityWeightBrandLogoPackagingBrandnameShoppingbagWebsiteUniformShowroomServiceOgilvy360DegreesBrandStewardship奥美360度品品牌管管家360DegreesBrandStewardship360度品牌牌管家家Advertising广告PublicRelations公关Activation行动营营销Identity视觉管管理DirectMarketing直效营营销Interactive互动360DegreesBrandStewardship360度品牌牌管家家Weplaceyourbrandinthecentre把品牌牌放在在中心心点Andbuildittoitsfullpotential发挥全全部的的潜力力Crossingdisciplinesina360Degreesway跨专业Crossingborders跨地域Challengingbarriers挑战障碍碍Takingitallthewaythrough直到终点点Insight...Ideas...Execution...Evaluation洞察点点子执执行评评估估TheElements操作单元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea点子BrandWorldExecutions品牌检验验品牌写真真品牌扫描描接触点挑战品牌世界界执行TheElements操作单元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea点子BrandWorldExecutions品牌检验验品牌写真真品牌扫描描接触点挑战品牌世界界执行TheElements操作单元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea点子BrandWorldExecutions品牌检验验品牌写真真品牌扫描描接触点挑战品牌世界界执行TheElements操作单元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea点子BrandWorldExecutions品牌检验验品牌写真真品牌扫描描接触点挑战品牌世界界执行TheElements操作单元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea点子BrandWorldExecutions品牌检验验品牌写真真品牌扫描描接触点挑战品牌世界界执行TheElements操作单元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea点子BrandWorldExecutions品牌检验验品牌写真真品牌扫描描接触点挑战品牌世界界执行TheElements操作单元元BrandScanBrandAuditPointsofcontactChallengeBrandPrint

Idea点子BrandWorldExecutions品牌检验验品牌写真真品牌扫描描接触点挑战品牌世界界执行WhatHaveWeGot?我们已经经知道什什么？Wehaveinterrogatedthebrandina360waytofindoutitsweaknesses-theChallenge我们已经经从360度角角度审视视品牌,寻找找它的弱弱点品牌牌挑战WehaveexploredthesubjectiveaspectsofthebrandtoarriveataBrandPrint我们已经经发掘出出品牌的的主要资资料,形形成品品牌写真真WhatHaveWeGot?我们已经经知道什什么？PuttingtheBrandPrinttogetherwiththeChallengesparkstheIdea我们把品品牌写真真与品牌牌挑战加加在一起起,激激发出品品牌点子子WenowhavetotaketheIdeaoutintotheworldofthecustomers,andmaximisetheirinvolvement我们必须将将品牌点子子带入消费费者的世界界,尽量量加强消费费者对品牌牌的融入度度CreatingaBrandWorld

创造造一个品牌牌世界BrandWorld品牌世界PointsofContact接触点Idea点子WhatWeAreTryingtoDoDifferently我们试图有有哪些不同同的做法?ConventionalCommunication传统的传播播Singleunconnectedshots单件欠联系系的活动360ºCommunication360度的传播CreatesaBrandWorldwhichinvolvesthecustom创造一个可可让消费者者融入的品品牌世界Anexperienceofthebrand,notjustthedeliveryofacommunication一个品牌的的体验,非非仅仅讯讯息的传递递WhatGreaterInvolvementIsAbout

较强的的融入度是是关于Intensity密集度Aparticularpointofcontactmakingtheideashinebrighterandthusinvolvingthecustomermore可以让品牌牌点子发光光的接触点点,同时时加深消费费者融入度度Interplay相互影响Differentpointsofcontactworkingtogetherforgreateroverallinvolvement不同接触点点发挥共通通作用,以以达到最最大的融入入度.MultipleConnections多维联系Theideaconnectswiththecustomerinmultiplewayscreatingasensorysurround一个点子会会以多种方方式与消费费者相连接接,创造造整体感受受DifferentPointsofContactofferstheCustomerDifferentEncountersWiththeBrand于不同的接触触点,消消费者与品品牌有不同同的接触状状况Wecancreateinterplaybetweentheencounters我们可以创创造它们之之间的相互互影响Wecanusethisinterplaytointensifyinvolvement我们可以运运用这些相相互影响加加强消费者者的融入度度CloseYourEyes.ImagineSeeingaFish闭上眼睛.想象象你正看到到一条鱼Nowcloseyoureyesagainandimaginebeingafish现在再次闭闭上眼睛,想象你你自己就是是一条鱼BeingaFish,notSeeingaFish变成鱼...不是是看着鱼PointsofContact接触点Explorethepossiblepointsofcontactbetweenthebrandanditscustomers探究品牌与其其消费者之间间的可能接触触点Thinkaboutcustomers’everydaylives-wheredotheymostoftenthinkaboutandusethebrand仔细想一下消消费者每天的的生活,在在哪里他们会会经常想到或或用到这个品品牌SomeTechniquesToStimulatePointofContactOpportunities几个帮助激发发接触点的技技巧DayintheLife生活中的一天天Stimulicard提示卡TheCompassDial指南针DayintheLife生生活中的一一天Astage-managedexperience一种人为的体体验Surroundingtheteamwiththeenvironment,emotionsandexpressionsofthecustomer/brandrelationship以品牌牌与消消费者者产生生关系系的环环境、、情感感和表表情等等包围围品牌牌团队队Stimulatingalltheirsenses-sound,sight,touch,smell,taste刺激他他们所所有的的感官官听听觉、、视觉觉、触触觉、、味觉觉等Colours色彩Workplacenoises工作场所的声音CDcollection收集的CDBookshelf书架Signalsoftheirinterests&activities感兴趣事情和活动Toolsoftheirtrade交易工具Magazines杂志Diaryofadayinthelifewords,filmorphotos一天的日记、录影、照片Videoclips&voxpops视象短片或录音Logosofcompetitivebrands竞争者的商标Charthistoryofcategory产品类别历史图Logosofbusinesspartners商业伙伴的商标Competitiveproducts竞争产品Articlesoncompetitors有关竞争者的文章Framedfamilyphotos家庭相册Holidaysnaps假日闲照Photos相片Contentsoftheirhandbags手提袋中的内容Photosofbedroomorkitchen居室、厨房的照片DayintheLife：：PossibleStimuli生活的的一天天：可可能的的刺激激ThingsWeNeedtoKnowAboutOurCustomers我们必必须了了解消消费者者的……...Wheretheycouldbemostinvolved在那里里他们们会融入得得最深深Whatishappeningintheirlives他们的的生活活中发生的的事StimuliCard提示卡卡Wheretheycouldbemostinvolved在那里里他们们会融入得得最深深Whatishappeningintheirlives他们的的生活活中发生的的事+Comeupwithpossiblepointsofcontact计算出出可能能的接接触点点UsingYourImpressionofWhatIsHappeningintheWorldatLarge运用你你自己己对身身边发发生的的事情情的印印象Whatdoyoufeelishappeninginpeople’slivesthatmightaffecttheirrelationshipwiththebrand?哪些在在现实实生活活中发发生的的事情情，会会影响响到消消费者者与本本品牌牌的关关系？？Whoorwhatdotheyspecificallyidentifywithintheworldatlargethatthebrandcouldpickupon?哪些他他们所所认同同的人人或事事，本本品牌牌可以以学习习、利利用得得到？？Whatisnewinthemarketplacethatmayinfluencethewaytheyfeelaboutthebrand?市场中中的哪哪些新新发展展可能能会影影响到到消费费者对对本品品牌的的感受受？Whatdoyouimaginethecompetitioncouldgetuptothatcoulddamagethatrelationship?试想象象一下下，竞竞争争者做做什么么可能能危及及消费费者与与本品品牌之之间的的关系系？ThinkingAboutWheretheBrandCouldIdentifyWiththeCustomer思考在在哪里里品牌牌可以以被消消费者者认同同Whenarethebrand’’scustomersmostinvolvedinthemediatheyconsume(time,place,behaviourandattitudeofmind)?在哪些些时间间，本本品牌牌的消消费者者对媒媒体最最投入入？（（时间间、地地点、、行为为、态态度））Isthereanaturalmediafitbetweenthebrandanditscustomers’’lifestyles?本品牌牌和消消费者者生活活方式式之间间，是是否存存在自自然的的媒体体配合合？Whatischanginginthewaythebrand’scustomersconsumemedia?本品牌牌消费费者处处理媒媒体的的行为为是否否有所所改变变？ThinkingAboutWheretheBrandCouldIdentifyWiththeCustomer思考在在哪里里品牌牌可以以被消消费者者认同同Inwhatwaycouldtheuseofmediabetailoredtointensifytherelationshipbetween:a)differentmessages?b)differenttargetgroups?如何何可可以以把把媒媒体体运运用用得得更更贴贴身身，，以以加加强强特特别别情情况况下下消消费费者者与与品品牌牌的的关关系系？？a)不同同的的信信息息b)不同同的的目目标标对对象象Isthereanaturalsequencetothechoiceoruseofmediainbuildinggreaterinvolvementwiththebrand?在选择和和运用媒媒体上，，是否存存在自然然的顺序序，加强强消费者者对品牌牌的投入入度MoreObviousPointsofContact明明显的的接触点点Theouterrimofthedial罗盘的外层LessObviousPointsofContact不不太明明显的接接触点AnythingthatallowsustolinkthebrandtothecustomerinhisorherBrandWorldisamedium任何让品品牌与消消费者品品牌世界界产生联联系的东东西都是是媒体Example例子SeagramFourRosesgiveawaytattoos纹身Apottedplant盆景AWineCork

葡萄酒软软木塞HaveaBreak

小憩片片刻Fun&Fitness

inanMTRMirror轻松瘦身Long,long,long,longlife-DuracellPlacedAfterWeatherReportsonaPager传传呼机上上天气报告后后MovingThroughAtthisstagewehaveanumberofpossiblepointsofcontactthroughwhichtheideacanconnectwiththecustomer此刻我们有一一系列与点子子有关的品牌牌接触点Howdowethenpickthebestcombinationofpointsofcontact-theBrandWorldwearecreating?我们该如何选选择接触点的的最佳组合？？Ourabilitytosurroundtheconsumerwiththebrandinway