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SONY

19February2003THEAGENDARecapoftheBrief AndrewLeeConsumerInsights Mr.KongBrandingStrategy NaveenRaoCreativeConcepts SamChungEvents&Media EllaPoonConclusion AndrewLeeTHEBRIEFTostrengthenCyber-shotsubbrandimageinChinamarketToincreaseCyber-shotawarenessAGENCYVIEWPOINTThebrandimageofCyber-shotneedstoencapsulateaclearbrandessencethatisthebestmarriagebetweenwhattheproducthastoofferandtheconsumerinsightsInlightofthekeycategorycommunicationtrendsInlinewiththecontributionthatthebrandismakingtotheSONYmegabrandSONY-THEBRANDARCHETYPETHECREATORUSERIESPSERIESFSERIESINDIVIDUALMODELSCONSUMERINSIGHTSSONY品牌迷恋者

对于SONY产品他们并不陌生，他们自觉成SONY产品延伸和升级的消费者，SONY品牌对他们意味者：科技领先工艺精美外观时尚性能可靠风格独立 SONY的先进和完美既是他们审美的方向，又是他们自身心向往之的行为风格——专业 （迷恋自己的专业，有专业追求，但他们不是摄影的专业人士）精致 （喜欢社交、人格开放、生活富裕但不具有贵族气质）时尚 （追求现代生活方式，但不过分另类）可靠 （这是青壮年一族，有责任心或有选择地承担责任，独立， 控制欲强、在他人的依赖感中欣赏自己）独立 （无论经济还是情感都较为独立，崇尚创造，拒绝模仿） 他们了经历的时代的巨变，并成为时代的受益者，因此他们的为人处世带有明显的时代烙印，但他们是时代的探索者、不保守、行动力强——

消费决策——感性但不浪费，关注价格但不过分敏感，不盲目选择也不过分追求信息的完整。 品牌追随——不是顶尖品牌的发烧友，但对熟悉的大品牌有持久的追随。对品牌有狗性般的忠诚，但一再失望就会成为该品牌的敌人。 社会地位——他们处于各级的中层，经济收入稳定。

社会地位——他们处于各级的中层，经济收入稳定。生活方式——内心有着对远方的渴望，旅游、俱乐部、不期而遇、艺术活动、怀旧是他们的浪漫方式，但他们追求相对的稳定，反对无原则的破坏，他们离经不叛道，犯上不作乱，信奉：君子好色不好淫。事业追求——毫无疑问，无论他们是否在工作中取得了理想的成就，但他们是努力工作的一群，他们崇尚科学精神，有理想主义倾向。

最值得关注的是： 这群消费者的人格、气质、处世理念与SONY产品互为印证，他们以这种印证为自豪。Cyber-shot–RIDINGTECHNOLOGYANDSTYLECategoryintrinsicallylifestyleorientedTechnologicaladvancementinproportiontolifestyleaspirationsTechnologyNOTtheONLYdifferentiatingfactorLifestyleNotaspirationalunlessbackedbytechnologicaladvancementsupportRelationshipCATEGORYDYNAMICSTechnology/FeatureledDramatizationofbenefitsCELEBRITYEndorsementTechnologyassociations/ImageryassociationsNOTNECESSARILYLINKEDSTRONGLYCyber-shot–UNDERSTANDINGTHERELATIONSHIPPROCESSSHAREInteractionwiththesubject–powerInteractionwiththeimage–ownership/control-CreativityInteractionwithothers–sharingoutput/sharingthefeaturesCAPTUREBehaviourInternalisationRECOGNITION/APPRECIATIONTHEIMAGECapturesImaginationAllowsforcreativityReflectsinnerselfSELF-EXPRESSIONTHEBRANDESSENCE“IMAGEENRICHMENTBYCyber-shot”TechnologythatEnrichestheIMAGEEnrichedlifeThroughselfexpressionTheConsumerDesireTheProductTHECyber-shotBRANDPILLARSIMAGEENRICHMENTLIFESTYLETECHNOLOGYSELFEXPRESSIONIMAGINATIONSUPERIORSTUNNINGLYDIFFERENTFASHIONABLETASTEFULTHECyber-shotBRANDARCHITECTUREUSERIESTECHNOLOGYFORCURIOSITYPSERIESP10leadsTECHNOLOGYFORCREATIVITYFSERIESTECHNOLOGYFORPERFECTIONTHECREATORFashionable,StunninglyDifferent,TechnologicallySuperior,TastefulIMAGEENRICHMENTFashionableStylish/CompactYoung/Fun5MEGAPIXELSHiTech/TrendyUniquestyleLens/CCDQualityProfessionalimageAPPROACH1:NARROWCASTINGBYREFLECTIONIMAGEShouldreflecttheadvantagethattechnologybringsShouldreflecttheconsumerPsycheShouldreflectthebrandvaluesCuriosityCreativityPerfectionTechnologyStunninglydifferentFashionableTasteful,SuperiorAPPROACH2:BROADCASTINGBYASSOCIATIONTOROLEMODELSIMAGEShouldassociatewiththetechnologicaladvantageShouldassociatewiththeconsumerPsycheShouldassociatewithpersonalitytraitsofthebrandvaluesCuriosityCreativityPerfectionTechnologyStunninglydifferentFashionableTasteful,SuperiorCREATIVEPRESENTATIONCyber-shotEventsEVENTOBJECTIVESGrandLaunchImpactAboutLifestyleAbout“Creativity”EnhanceProductKnowledgeDriveProductOff-take1.“CreateyourCyber-shot”Theidea:Sonycreatesexotic“photoopportunities”foryou,allaroundChinaThe“PhotoOpportunities”Exotic“objects”placedinpopular,hightrafficareas(e.g.人民广场,新天地),termed“SonyCreations”Atotalof10creationsinBJ/SH/GZEachphototakenat“SonyCreations”sitescanbesenttoCyber-shotOnlineExpo–entitledtopremium/giftswithpurchaseoftheP102.Cyber-shot照相馆Bigexpotenterectedatpublicareas,e.g.FuXingParkinShanghaiProductdemonstration/experienceEducationalexpoteachingparticipantsonwaystotakesuperbphotographs“LifeSetting”compartments(withdifferentsettingsthatenhancethecreativity--lightingenvironments,runningwater,smallsubjects)forpeopletoexperiencetheenrichmentthatisassociatedwiththeP10The10th,100th,1000th,10000thentrancetotheExpowillwinaP10,whereasallparticipantscangetpremiumswithpurchasetheP10atselectedoutletsMediaCreationsMediaCreationsbyCyber-shotGiantBuildingWrapBuildingRooftopsMTRPhotoExhibitionGalleryMagazineGatefoldMagazinephotographysponsorshipSonyCreationsOnlineGiantBuildingWraphighlightstheimpactanddetailof5.0megapixelphotographywiththenewP10MetroPhotoGalleryCREATIONBYSONYBuythewholeconcourseat徐家沤

MetrostationinShanghaiSonyOnlineCreations

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