essence of marketing strategy(建立品牌的秘诀PPT)

EssenceofMarketingStrategy建立品牌牌的秘訣訣ChivalryManagementConsultancy資訊爆炸炸的時代代–心智運作作模式趨趨向簡單單化媒體:商業TV,有線TV,衛星TV,收音机AM,FM,報紙，雜雜誌，，書籍……每天有1,000本新書出出版.產品:一間便利店有有上千種貨品品，一間超級級市場有上萬萬種貨品，每每年有超過20,000種新產品走進進市場。美国專利局的的註冊專利活活跃的有450,000項，每年有25,000項新註冊。(美国囯会每年年通过500項法規，州政政府每年通过过25,000法案.)廣告:傳统的媒體，，互联网，手手机。在資訊爆炸的時代，，我们只好建建立防衛机制制，並將信息息處理簡单化化。2Characteristicsofourminds我们的心智思思維特徵Mindsarelimited我们的心智思思維都有極限限Categoryladder品類階梯思維維Mindshateconfusion我们的心智思思維不想混乱乱，愈成功的的品牌愈不能能隨意扩展业业務領域。还还有排他法則則。Keepitsimpleandrelevant.简单化思維，，連接新舊概概念，如horselesscarriage.Mindsareinsecure我们常有不安安全的意識Risks風險(monetary,functional,physical,social,psychological)Peoplebuywhatothersbuy,orlooktootherstohelpthemmakedecision.羊羣心態、害害怕作决策。。Mindsdon’tchange心智思維一旦旦形成便很難難改变，您还还想用廣告建建立新品牌嗎嗎？Wedon’tseethingsastheyare,weseethingsasweare.我们看見的、、是自己。Mindscanlosefocus我们的心智思思維容易失焦焦Specialistbrandsoftenbeatgenericbrands.專门品牌通常常勝过普遍性性品牌Domino’sPizza達美樂vs.PizzaHut必勝客Duracell金霸王(long-lastingalkalinebatteries鹼性电池)vs.Eveready永備(flashlight,heavy-duty,rechargeable,andalkalinebatteries)3這些品牌有甚甚麽相同之處處?4Beingfirstiskey…..成為第一WhatisthenameofthefirstpersontoflysoloacrosstheNorthAtlantic?第一位駕飛机机橫越大西洋洋的人是誰?CharlesLindbergh林白(1927年從纽约直飛飛巴黎)。第二位位呢?Whatisthelargest-sellingbookeverpublished?全世界最暢銷銷的書是…?TheBible聖經。第第二本是?Whatisthenameofthefirstpersontowalkonthemoon?第一位登陸並並踏上月球的的人?NeilArmstrong阿姆斯壯。第第二位呢?WhatisthenameofthefirstAmericanpresident?第一位美囯总总统是誰?GeorgeWashington华盛顿。第二二任呢?Whatisthenameofthehighestmountainintheworld?世界最高山峯峯是?MountEverestintheHimalayas喜馬拉雅山的的珠穆朗瑪峯峯5Theywerethefirstproducts…..oftheircategories.他们是各自品品類的第一產產品6市場領袖通常常賺取最高利利潤7BDECA1520RelativeMarketShare0.125X1X0.25X2X0.5X103530255-50ReturnonCapitalEmployed(%)相对市佔率與與資本回報的的典型关系Perception(心智)Vs.Reality(真实)Perceptionisaprocessbywhichindividualsorganiseandinterprettheirsensoryimpressionsinordertogivemeaningtotheirenvironment.Theimportanceofperceptionispeople’’sbehaviourisbasedontheirperceptionofwhatrealityis,notonrealityitself.心智之之所以以重要要，皆皆因人人们行行為乃乃建基基於其其心智智所認認為的的事实实，而而非事事实本本身。。Perceptionmaybewrong,buttheconsequencesofthoseperceptionsarereal.人们的的心智智認識識可能能有錯錯誤，，但這這些心心智引引起的的結果果都是是真实实的。。8Threewaystobefirst成為第第一的的三種種方法法Themostdirectwaytoachievefirst-in-categorystatus,ofcourse,istobetrulythefirsttoreachthemarket.真正的的成為為某品品類的的第一一Xeroxwasthefirsttointroduceofficephotocopyinginthe1960s.六十年年代，，施乐乐首先先推出出乾式式复印印机。。Thesecondwayistousurpthepositionthroughmarketing.透过有有效的的宣傳傳ChristopherColumbus哥倫布布vs.AmerigoVespucci韋斯普普奇TheveryfirstmainframecomputersoldwasRemingtonRand,butIBMbecamethefirstinthepopularmindbecauseofitsmassivemarketing.IBM率先佔佔据心心智ThefirstinternetbookstorewasP,butAwasfirstinthemind.Thethirdwayistotrytomakesomevariationsothecategorycanbeperceivedasanewcategory.Thatis,createanewcategoryyoucanbefirstin(wherewecancountonadivergentmarket).創造新新品類類WhoisAmeliaEarhart埃爾哈哈特?CharlesSchwabintheUSmarketeditselfasthefirst““discount”brokeragefirm.嘉信理理財自自我推推廣為為第一一間折折扣股股票經經紀行行9Theimportanceofbeingfirst通过創創造新新品類類成為為第一一而建建立的的品牌牌A亞馬遜遜,thefirstonlinebookstoreBand-Aid邦迪,thefirstadhesivebandageCarrier開利,thefirstairconditionerCNN,thefirstcablenewsnetworkDell戴尔,thefirstdirectsellerofPCsDomino’’s,thefirsthome-deliverypizzachainDr.Scholl’’s,thefirstfoot-careproductDuracell金霸王王,thefirstalkalinebatteryESPN,thefirstcablesportsnetworkEvian依云,thefirstexpensivebottledwaterGatorade佳得乐乐,thefirstsportsdrinkGore-Tex,thefirstbreathablewaterproofclothHarvard哈佛,thefirstcollegeintheUSHeineken喜力,thefirstimportedbeerKFC肯德基基,thefirstfast-foodchickenchainIntel英特尔尔,thefirstmicroprocessorNike耐吉,thefirstathleticshoePalm,thefirsthandheldcomputerPampers幫宝宝适适,thefirstdisposablebabydiaperPizzaHut必勝勝客客,thefirstpizzachainPowerBar,thefirstenergybarQ-Tips,thefirstcottonswabRedBull红牛,thefirstenergydrinkReynoldsWrap,thefirstaluminumfoilRolex勞力士,thefirstexpensiveSwisswatchSoftsoap,thefirstliquidsoapSunMicrosystems,thefirstUnixworkstationSwatch斯沃琪,thefirstfashionwatchTacoBell,thefirstMexicanfoodchainTide汰漬,thefirstdetergentTime時代週刊刊,thefirstweeklynewsmagazineWD-40,thefirstsuper-lubricantWharton,thefirstbusinessschool1011Ifyouarenotthemarketleader,howcanyoueffectivelycompetewiththem?如果您不不是市場場领袖，，您怎樣樣跟他们们競爭？？Attackstrategy進攻策咯咯(frontalattack正面攻擊擊,flankattack側擊,guerrillaattack游擊)更好品質質、更好好口味?““更好”可不是好好主意。。121985/86年的市務務大战MicrinwasamouthwashbetterthanListerine,introducedbyJ&Jin1961andsoonbecamethenumber2inthemarket.P&GintroducedScopeasabettertastemouthwashandtookupthenumber2position.Micrinretreatedin1978.Whenyouareagainsttheleader,““better”isnotagoodideainmarketing.Followingsuitaswhatleadersdoisdeadendroad仿效市場場領袖是是死路SnowWhiteandtheSevenDwarfs白雪公主主與七小小矮人IBM(60%)vs.Burroughs,ControlData,GE,Honeywell,NCR,RCA,UnivacXeroxcomputer施樂電腦腦IBMphotocopierIBM複印机Kmart(cuttingprices)againstWal-Mart

Kmart(withMarthaStewartandotherdesigners)againstTarget13Youcan’tgettherefromhere.財雄勢厚厚的可口口可樂打打造品牌牌時屢屢屢碰壁，，您真的的知道怎怎樣建立立品牌嗎嗎？Coca-Colamissedthecaffeinated,carbonatedcitruscategory(pioneeredbyMountainDew),sotheytriedtogetintothegamewithMelloYello.Thatdidn’’twork.TheytriedSurge,whichdidn’’tworkeither.Coca-Colamissedthespicycolacategory(pioneeredbyDrPepper),sotheytriedtogetintothegamewithMr.Pibb.Thatdidn’’tworkeither.Coca-Colamissedtheall-naturalbeveragecategory(pioneeredbySnapple),sothytriedtogetintothegamewithFruitopia,whichneverwentanywhere.Coca-Colamissedthesportsdrinkcategory(pioneeredbyGatorade),sotheytriedtogetintothegamewithPowerAde,whichhangsinthereasaweaknumber2brand.Coca-Colamissedtheenergydrinkcategory(pioneeredbyRedBull),sotheytriedtogetintothegamewithKMX.NotonlywasKMXfourteenyearstoolate,butit’’salsosaddledwithaweakname.RedBullconnotesenergybyconjuringuptheimageofwavingaredflaginfrontofchargingbull.KMXsoundslikeanadditiveforamotoroil.Sixme-tooattemptsonthepartoftheCoca-ColaCompanytocreatenewbrandswhentheyshouldhavefocusedoncreatingnewcategories.Iftheworld’’sleadingsoft-drinkcompanyandownerofthemostvaluablesinglebrandintheworld(Coca-Cola)hasconsistentlybeenunsuccessfulinbuildingnewbrands,whyshouldyouthinkyourcompanycansucceedusingsimilarstrategies?14SurvivaloftheSecond老二的生生存策略略

美囯囯的第二二大城市市不会是是靠近紐紐約的波波士頓或或費城…..15Thesmartstrategist,likeHenderson,learnsfromTheRussianbiologistGause,whoinventedthe““principleofcompetitiveexclusion”.Gauseputtwosmallanimalsofthesamefamilybutdifferentspeciesinaglassjarwithlimitedfood.Theycooperatedandsurvived.Whenheputtwosmallanimalsofthesamespeciesinthejar,withthesameamountoffood,theyfoughtanddied.Co-existenceisimpossibleifanimalslivepreciselythesameway.成為不同的種種類：找尋其其他東西作食食物。Decentprofitabilityrequiresfirmstodifferentiatethemselves.Thusthepursuitofoperationaleffectiveness,andtheneglectofdifferentiationstrategy,haspredictableresults.卓越的營運终终有盡头，異異化才是更好好策略。Businesscompetitiondoesnotalwaysproduceawinner.Ifthedifferencebetweencompetitorsareminimal,theirstrugglemayproduceonlylosers.Andconventionalstrategiesmayonlymakethingsworse.Thebasisforprofitabilityinacompetitivesystemiscompetitiveadvantage.Ifnocompetitorcangainasignificantandsustainableadvantageovertherest,theresultisstalemate.Instalemate,marketshareisoflittlevalue.Stalemateisanevermorecommonfactoflife.FindingnewwaystocreatecompetitiveadvantagewillbethemeasureofsuccessforAmericanbusiness.產業一旦陷入入僵局(stalemate)，衆人皆輸。。-JohnClarkeson,BCGDoingdifferentlyfromtheleader–findinganoppositeidea最好跟市場領領袖不同甚至至相反16連系策略AvisisonlyNo.2inrent-a-cars,sowhygowithus?vs.Uncola:六十年代末的的美囯，每三三位softdrink消費者有兩位位喝可樂，uncola連接可樂這个个龐大市場，，使7喜成市場三哥哥，年銷從87.7百万元增至一一亿九千万美美元。Volks於1949年進入美国市市場，廣告商商DDB替其制造不少少正面故事，，包括在消費費者報告中的的好評，耕耘耘十年，年銷銷近12万輛，佔入口口車20%。1960年推出上述廣廣告。Oppositeideaandthedo-it-bettertrap相反抑或做得得更好17Placeforkids(aged2–6)attractedbyRonaldMcDonald?HappyMealsandtheswingsandslidesHaveityourwayGrowuptotheflame-broiledtasteofBurgerKingMcDonald’s扩展賣早餐;BurgerKing也扩展賣早餐餐.McDonald’s加賣鸡塊;BurgerKing也加賣嫩鸡肉肉.McDonald’s創出RonaldMcDonald;BurgerKing也創出MagicalBurgerKing.McDonald’s推出兒童餐HappyMeal並加建遊乐設設施;BurgerKing也推出兒童餐餐Kid’smeal並加建遊乐設設施.漢堡王唯一没没有抄襲的是是麥当勞的收收入Vs.Vs.創造新品類–在已有品類中中擁有一个字字詞或特性Volvo––safety安全BMW–driving駕駛Mercedes-Benz–prestige名望Ferrari–speed速度Jeep––Sport-utilityvehicle越野運动Federal–overnight隔晚Crest––cavity防蛀牙Pepsi––youthgeneration年青一代Nordstrom––service服務Domino’s–homedelivery宅送A––onlinebookstore網上書店KelloggSchoolofManagement–Marketing市場學市場營銷中真真正的問題不不是創建品牌牌…..18創造新品類–收窄您的生意意(聚焦策略)

(收縮你的焦点点後，您的品品牌才会更强强大)19FredDeLuca’sincome:$27million$32million$42million$54million$60million五、六十年前前的美国，每每个城镇都至至少有一間咖咖啡廳，在咖咖啡廳您可以以吃甚麼？很很多東西，有有蛋、醃肉、、班戟、漢堡堡包、熱狗、、雞、三文治治、湯、雪糕糕、餡餅、炸炸麵圈、蛋糕糕、汽水、咖咖啡等等。FiftyyearsagoeverytowninAmericahadacoffeeshop.Whatdidyoufindtoeatinacoffeeshop?Everything.Eggs,bacon,pancakes,hamburgers,hotdogs,chicken,soup,sandwiches,icecream,pie,doughnuts,cake,softdrinksandcoffee.失焦的美囯航航空企業1992年美囯航空業業減价战:单這一年因各各大航空公司司大幅削价競競爭，導致整整个行業的一一年損失超过过整个行業歷歷年所賺。Gobackinhistory,wheneveranairlinecametoaforkinthesky,theytookbothforks.Managementmakesdecisionsthatarerightintheshorttermandwronginthelongterm.回顧歷史，航航空業界每当当走到岔路，，都選擇兩路路並走。管理理層作的決策策短期來看都都对，長期來來看都錯。“Passengerorcargo”––“Let’stakebothforks.Wehaveextraspaceunderthepassengercompartments.””載客还是載貨貨?兩樣都做。AmericanAirlines’cargorevenuein2004was$558million(3%oftotalrevenue),whilecargorevenueatFedExwas$24.7billion,withprofitsof$838million(AAlostabillion).“Businessorvacationdestinations”––“Let’stakebothforks,whyshouldwelimitourselvestoonetypeofdestination?HoustonorHawaii?Wecandoboth.”走商業还是渡渡假地点的航航線？兩樣都都做。“Domesticorinternational”–““Let’stakeboth.”国內線还是国国際線？兩樣樣都做。“First,businessorcoachclass”–Let’stakebothforks.”头等、商務、、还是經濟艙艙级？每樣都都做。2021Southwesttakesonefork西南航空只取取一瓢飲Southwestairlinesisoneoftheworld’smostprofitableairlines,postingaprofitforthe37thconsecutiveyearinJanuary2010.連續37年盈利。

不載貨只載客不走渡假地點點只走商業城市市不設国際航班班只走国內線No-frillsairlineonly不設头等、沒沒有商務客位位只有經濟艙级Nootherfull-serviceoperationsSouthwestThreemistakeswhenlaunchingnewproducts企業推出新產產品時的三大大錯誤近期一份研究究指出，95%的新產品都以以失敗告终，，而這些都是是來自大企業業並且配有大大筆廣告预算算，他们犯了了三大錯誤:大筆廣告预算算:新產品、尤其其新品牌都是是缓慢地起飛飛。紅牛(RedBull)要等5年才達年銷一一千万美元，，再用4年才達年銷銷一億美元元。紅牛只只以PR(公关)手法打造品品牌。產使趨向使使用市調而而來的名称称:消費者通常常偏好熟悉悉的名字。。以品牌延延伸作名称称市調時較較受落，推推出市場時時通常反应应欠佳。廣大銷售渠渠道:通常以較窄窄的渠道開開始，然後後慢慢擴展展会較為理理想，譬如如開始時先先交由一連連瑣店獨家家銷售，這這樣產品会会得到較好好的陳列，，為產品銷銷售、品牌牌建立打好好基礎。22Wastingmoneyonbadadvertisingslogans不要浪費金金錢Avaya:CommunicationwithoutboundariesAventis:OurchallengeislifeCanon:KnowhowCigna:AbusinessofcaringDelta:OntopoftheworldHitachi:InspiretheNextNissan:EnjoytherideTyson:It’swhatyourfamilydeserves($40millionadvertisingcampaign)Nike:JustdoitCoca-Cola:TherealthingHertz:WherewinnersrentBarilla:Italy’sno.1pasta(三年內取代代Ronzoni成為領導品品牌，市佔佔率17%，Ronzoni佔7%)2324Positioning定位Dominateatwhereyouposition主導您要定定位的層面面Positionattheattributelevel特性Positionatthesub-categorylevel次品類Positionatthecategorylevel品類PositioningProgram1.Competitivecontext競爭環境Theprogramstartswithcompetitionandwhatishappeninginthemarketplace.Inthisphase,welookatresearch,studytrendsanddevelopasenseofthemarket.Whoisdoingwhattowhom?Whoownswhatidea?Wedeterminewhatstrategyisavailabletopursue.競爭維度，，誰代表甚甚麼。2.Thepositioningconcept定位概念Herewedeterminewhatdifferentiatingideacanbeusedtoseparateacompanyorproductfromitscompetitors.Whatkindofbenefitcanbeofferedtoacustomerandprospect?Howcanthisconceptbestbeverbalized?在那方面您您是佔優3.Supportingcredentials支持定位的的証据Youcannotjustmakeaclaimaboutbeingdifferent.Youmustbeabletoprovethatyouareunique,orfindawaytosupportyourpointofdifferentiation獨一無二的的証据4.Communicatingyourdifferentiation宣揚您的獨獨特優勢Youmustbuildacommunicationsprogrambehindyouridea.Ausefulanalogyistoviewyourdifferentiatingideaasanailthatyouaregoingtodriveintothemind.Theprogramtodothiswouldbethehammertodrivethisnailintothemind.Everyaspectofyourcommunicationshouldcontainthisdifferentiatingidea.25中國國企企業業的的大大品品牌牌戰戰略略從1995年起起，，海海爾爾有有“中國國家家電電第第一一品品牌牌”之稱稱，，因因產產品品附附加加值值較較高高，，價價格格在在國國內內家家電電中中最最貴貴(甚至至高高過過許許多多國國際際名名牌牌)，開開創創高高檔檔形形象象