创业公司的营销与品牌管理——奥美中国.ppt

1、创业公司的营销与品牌管理 Entrepreneurial Marketing 以及新客户的初步接触与销售支持,市场部功能的演进,The Evolution of a Marketing Organization,问题二 产品或市场多到管理层难以协调 诊断 准备进入第三阶段 处方 雇用产品经理并给与销售,广告,调研的支持 授权产品经理管理市场工作 管理层负责市场策略,市场部功能的演进,The Evolution of a Marketing Organization,问题三 目前市场规模下,成长有限 诊断 准备进入第三阶段 处方 将市场工作下放到各个负责部门 成立集团市场部负责 评估各部门市场计

2、划 提供市场策划,调研需要的知识与培训 管理集团的市场与传播工作,市场部功能的演进,成长中企业的营销组织阶段,Entrepreneurial Marketing 创业营销 Opportunistic Marketing 机会营销 Responsive Marketing 回应营销 Diversified Marketing 多元营销,Marketing Effectiveness Audit营销效果检验,Customer Philosophy 客户心理 Does management recognize the importance of designing the company to se

3、rve the needs and wants of chosen market? Does management develop different offerings and marketing plans for different segments of the market? Does management take a whole marketing system view (suppliers, channels, competitors, customers, environment) in planning its business?,Marketing Effectiven

4、ess Audit营销效果检验,Integrated marketing organization 整合营销组织 Is there high level marketing integration and control of the major marketing functions? Does marketing management work well with management in research, manufacturing, purchasing, physical distribution, and finance? How well organized is the n

5、ew product development process?,Marketing Effectiveness Audit营销效果检验,Adequate marketing information 足够的市场信息 When were the latest marketing research studies of customers, buying influences, channels and competitors conducted? How well does management know the sales potential and profitability of diffe

6、rent market segments, customers, territories, products, channels and order sizes? What effort is expended to measure the cost effectiveness of different marketing expenditures?,Marketing Effectiveness Audit营销效果检验,Strategic orientation 策略方向 What is the extent of formal marketing planning? What is the

7、 quality of the current marketing strategy? What is the extent of contingency thinking and planning?,Operational efficiency 操作效率 How well is the marketing thinking at the top communicated and implemented down the line? Is management doing an effective job with the marketing resources? Does managemen

8、t show a good capacity to react quickly and effectively to on the spot development?,Marketing Effectiveness Audit 营销效果检验,定做你的OO果汁!,Workshop 1,游戏规则,现场分成_组 每组分成 管理层：负责做关键决策 总裁办：负责针对管理层的决策做细化的执行方案，并且向研发和市场人员下达指令 研发和市场人员：负责研发产品和制定市场方案,题目,你是OO果汁的研发/市场部负责人。现在市面上的果汁竞争激烈，主要竞争对手XX果汁也在研发类似的产品。你必须在现在的品类上，在不增加生

9、产设备投资的基础上，开发出一种能和竞争对手有明显优势的新品种果汁。当然，除了口味上的区隔，最重要的是拿出一个具有竞争力的产品定位！,OO果汁新产品发布会,分组1 分组2 分组3 。,在游戏结束后,在变化的过程中，你的感觉？ 在游戏开始前，和游戏后，你的感觉有什么不同？ 随着游戏的开展，你的小组有什么变化？这种变化是怎么产生的？ 不断的变化对你们正在研发的产品有什么影响？你们最终得到一个成功的果汁吗？为什么？ 这个游戏跟你在现实生活中对付变化的经历有什么类似？ 紧张的时间压迫对于不同的人有不同的影响吗？ 你对自己有什么观察和了解？你在这个游戏中如何应付不断的变化和挑战？ 你在工作中能有什么不同的

10、做法，来帮助自己和团队应付突如其来的变化？,360的品牌管理,Ogilvy Worldwide 奥美集团,Part of the largest global communication group, WPP Annual billing US$8.3 billion 90 countries, 312 offices Global client service network 全球客户服务网络 Leading skills on brand building and management 领先的品牌建立与管理技巧 Global leadership on integrated communi

11、cation 独步全球的整合传播理论,Ahmedabad Auckland Bangalore Bangkok Beijing Brisbane Calcutta Chennai Colombo Dhaka Guangzhou Ho Chi Minh Hyderabad Hong Kong Islamabad Jakarta,Karachi Kuala Lumpur Lahore Manila Melbourne Mumbai New Delhi Pune Seoul Shanghai Shenyang Singapore Sydney Taipei Tokyo Wellington,Larg

12、est Network In Asia-Pacific,Ogilvy China 奥美中国,Ogilvy Beijing - 230,Ogilvy Shanghai - 150,Ogilvy Guangzhou - 83,Ogilvy Hong Kong - 300,Total: 1,127 staffs,Ogilvy Taipei - 364,00-01 China Ranking 奥美中国传播集团排名,1.Ogilvy&Mather 2.J Walter Thompson 3.Bates 4.DDB Worldwide 5.Leo Burnett 6.Saatchi & Saatchi 7

13、.Grey 8.FCB 9.Euro RSCG Partnership 10. McCann-Erickson Guangming,Source: HK4As,based on consolidated income,What sets us apart is the power of integration in brand management. 品牌管理的整合力量,让奥美独占鳌头,What is a BRAND? 品牌是什么?,“ A brand is a complex symbol. It is the intangible sum of a products attributes,

14、 its name, packaging, and price, its history and reputation, and the way its advertised. A brand is also defined by consumers impressions of the people who use it, as well as their own experience. “David Ogilvy 1955 品牌是一个复杂的象征,是无形的产品元素的总和,包括包装, 名称,价格,历史,信誉,还有传播的方式. 品牌是由使用者基于 印象和使用经验来定义的. 1955年大卫奥格威,

15、How its advertised. 传播的方式,Consumers impressions of its users. 消费者对使用者的印象,History and reputation. 历史和信誉,Name and packaging. 名称和包装,Products physical attributes. 产品的实际组成,The totality of a brand. 品牌的全貌,TVC Newspaper ad Magazine ad Radio ad Web banners,Outdoor ad POP Relationship Marketing Roadshows Spon

16、sorship,User base Age Psychograph Image,Income Education Achievement “Negatives”,Heritage Company culture Figurehead Hard facts,Soft news Social and political standings Communityinvolvement Trade environment,Styles Materials Features Texture,Colors Price Quantity Weight,Brand Logo Packaging Brand na

17、me Shopping bag,Website Uniform Showroom Service,Ogilvy 360 Degrees Brand Stewardship 奥美360度品牌管家,360 Degrees Brand Stewardship360度品牌管家,Advertising广告,Public Relations 公关,Activation 行动营销,Identity视觉管理,DirectMarketing 直效营销,Interactive 互动,360 Degrees Brand Stewardship360度品牌管家,We place your brand in the c

18、entre 把品牌放在中心点 And build it to its full potential 发挥全部的潜力 Crossing disciplines in a 360 Degrees way 跨专业 Crossing borders 跨地域 Challenging barriers 挑战障碍 Taking it all the way through 直到终点 Insight.Ideas .Execution .Evaluation 洞察 点子 执行 评估,The Elements 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品

19、牌写真,品牌扫描,接触点,挑战,品牌世界,执行,The Elements 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行,The Elements 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行,The Elements 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行,The Eleme

20、nts 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行,The Elements 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行,The Elements 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行,What Have We Got?我们已经知道什么？,We have interro

21、gated the brand in a 360 way to find out its weaknesses - the Challenge 我们已经从360度角度审视品牌, 寻找它的弱点-品牌挑战 We have explored the subjective aspects of the brand to arrive at a BrandPrint 我们已经发掘出品牌的主要资料, 形成品牌写真,What Have We Got?我们已经知道什么？,Putting the BrandPrint together with the Challenge sparks the Idea 我们把

22、品牌写真与品牌挑战加在一起, 激发出品牌点子 We now have to take the Idea out into the world of the customers, and maximise their involvement 我们必须将品牌点子带入消费者的世界, 尽量加强消费者对品牌的融入度,Creating a Brand World创造一个品牌世界,Brand World 品牌世界,Points of Contact 接触点,Idea 点子,What We Are Trying to Do Differently我们试图有哪些不同的做法?,Conventional Commu

23、nication 传统的传播 Single unconnected shots 单件欠联系的活动,360 Communication 360度的传播 Creates a Brand World which involves the custom 创造一个可让消费者融入的品牌世界 An experience of the brand, not just the delivery of a communication 一个品牌的体验, 非仅仅讯息的传递,What Greater Involvement Is About较强的融入度是关于,Intensity 密集度 A particular poi

24、nt of contact making the idea shine brighter and thus involving the customer more 可以让品牌点子发光的接触点, 同时加深消费者融入度 Interplay 相互影响 Different points of contact working together for greater overall involvement 不同接触点发挥共通作用, 以达到最大的融入度.,Multiple Connections多维联系,The idea connects with the customer in multiple way

25、s creating a sensory surround 一个点子会以多种方式与消费者相连接, 创造整体感受,Different Points of Contact offers the Customer Different Encounters With the Brand 于不同的接触点, 消费者与品牌有不同的接触状况,We can create interplay between the encounters 我们可以创造它们之间的相互影响,We can use this interplay to intensify involvement 我们可以运用这些相互影响加强消费者的融入度,

26、Close Your Eyes. Imagine Seeing a Fish闭上眼睛. 想象你正看到一条鱼,Now close your eyes again and imagine being a fish 现在再次闭上眼睛, 想象你自己就是一条鱼,Being a Fish, not Seeing a Fish变成鱼.不是看着鱼,Points of Contact接触点,Explore the possible points of contact between the brand and its customers 探究品牌与其消费者之间的可能接触点 Think about custome

27、rs everyday lives - where do they most often think about and use the brand 仔细想一下消费者每天的生活, 在哪里他们会经常想到或用到这个品牌,Some Techniques To Stimulate Point of Contact Opportunities 几个帮助激发接触点的技巧,Day in the Life 生活中的一天 Stimuli card 提示卡 The Compass Dial 指南针,Day in the Life生活中的一天,A stage-managed experience 一种人为的体验 S

28、urrounding the team with the environment, emotions and expressions of the customer/brand relationship 以品牌与消费者产生关系的环境、情感和表情等包围品牌团队 Stimulating all their senses - sound, sight, touch, smell, taste 刺激他们所有的感官-听觉、视觉、触觉、味觉等,Day in the Life ： Possible Stimuli生活的一天：可能的刺激,Things We Need to Know About Our Cus

29、tomers我们必须了解消费者的.,Where they could be most involved 在那里他们会 融入得最深,What is happening in their lives 他们的生活中 发生的事,Stimuli Card提示卡,Where they could be most involved 在那里他们会 融入得最深,What is happening in their lives 他们的生活中 发生的事,+,Come up with possible points of contact 计算出可能的接触点,Using Your Impression of What

30、Is Happening in the World at Large运用你自己对身边发生的事情的印象,What do you feel is happening in peoples lives that might affect their relationship with the brand? 哪些在现实生活中发生的事情，会影响到消费者与本品牌的关系？ Who or what do they specifically identify with in the world at large that the brand could pick up on? 哪些他们所认同的人或事，本品牌可以

31、学习、利用得到？ What is new in the marketplace that may influence the way they feel about the brand? 市场中的哪些新发展可能会影响到消费者对本品牌的感受？ What do you imagine the competition could get up to that could damage that relationship? 试想象一下， 竞争者做什么可能危及消费者与本品牌之间的关系？,Thinking About Where the Brand Could Identify With the Cust

32、omer思考在哪里品牌可以被消费者认同,When are the brands customers most involved in the media they consume (time, place, behaviour and attitude of mind)? 在哪些时间，本品牌的消费者对媒体最投入？（时间、地点、行为、态度） Is there a natural media fit between the brand and its customers lifestyles? 本品牌和消费者生活方式之间，是否存在自然的媒体配合？ What is changing in the w

33、ay the brands customers consume media? 本品牌消费者处理媒体的行为是否有所改变？,Thinking About Where the Brand Could Identify With the Customer思考在哪里品牌可以被消费者认同,In what way could the use of media be tailored to intensify the relationship between : a) different messages? b) different target groups? 如何可以把媒体运用得更贴身， 以加强特别情况下

34、消费者与品牌的关系？ a) 不同的信息 b) 不同的目标对象 Is there a natural sequence to the choice or use of media in building greater involvement with the brand? 在选择和运用媒体上，是否存在自然的顺序，加强消费者对品牌的投入度,More Obvious Points of Contact明显的接触点,Less Obvious Points of Contact不太明显的接触点,Anything that allows us to link the brand to the custo

35、mer in his or her Brand World is a medium 任何让品牌与消费者品牌世界产生联系的东西都是媒体,Example 例子 Seagram Four Roses giveaway tattoos 纹身 A potted plant 盆景,I came upon this wine cork at a party. I was sniffing it, and look and behold - I discovered a message, literally right under my nose. It says Please visit our Web s

36、ite at So nowadays, this. . is no longer just something that plugs up a bottle. It must suddenly be viewed as a communications vehicle.yet another place for the consumer to experience the brand Rick Boyko,A Wine Cork葡萄酒软木塞,Have a Break小憩片刻,Fun & Fitnessin an MTR Mirror轻松瘦身,Long, long, long, long life - Duracell,Placed After Weather Reports on a Pager 传呼机上天气报告后,Moving Through,At this stage we have a number of possible points of contact through which the idea can connect with the customer 此刻我们有一系列与点子有关的品牌接触点,How do we then