essenefmarkeingsraegy建立牌的秘诀.ppt

1、Essence of Marketing Strategy,建立品牌的秘訣 Chivalry Management Consultancy,資訊爆炸的時代 心智運作模式趨向簡單化,媒體: 商業TV, 有線TV, 衛星TV, 收音机 AM, FM, 報紙， 雜誌， 書籍 每天有1,000 本新書出版. 產品: 一間便利店有上千種貨品，一間超級市場有上萬種貨品，每年有超過20,000種新產品走進市場。 美国專利局的註冊專利活跃的有450,000項，每年有25,000項新註冊。(美国囯会每年通过500項法規，州政府每年通过25,000法案.) 廣告: 傳统的媒體，互联网，手机。 在資訊爆炸的時代，我

2、们只好建立防衛机制，並將信息處理簡单化。,2,Characteristics of our minds 我们的心智思維特徵,Minds are limited 我们的心智思維都有極限 Category ladder 品類階梯思維 Minds hate confusion 我们的心智思維不想混乱，愈成功的品牌愈不能隨意扩展业務領域。还有排他法則。 Keep it simple and relevant. 简单化思維，連接新舊概念，如 horseless carriage. Minds are insecure 我们常有不安全的意識 Risks風險 (monetary, functional, p

3、hysical, social, psychological) People buy what others buy, or look to others to help them make decision.羊羣心態、害怕作决策。 Minds dont change 心智思維一旦形成便很難改变，您还想用廣告建立新品牌嗎？ We dont see things as they are, we see things as we are. 我们看見的、是自己。 Minds can lose focus 我们的心智思維容易失焦 Specialist brands often beat generic

4、 brands. 專门品牌通常勝过普遍性品牌 Dominos Pizza達美樂 vs. Pizza Hut必勝客 Duracell金霸王 (long-lasting alkaline batteries鹼性电池) vs. Eveready永備 (flashlight, heavy-duty, rechargeable, and alkaline batteries),3,這些品牌有甚麽相同之處 ?,4,Being first is key . 成為第一,What is the name of the first person to fly solo across the North Atlan

5、tic? 第一位駕飛机橫越大西洋的人是誰 ? Charles Lindbergh 林白 (1927年從纽约直飛巴黎)。 第二位呢? What is the largest-selling book ever published ? 全世界最暢銷的書是? The Bible 聖經。 第二本是? What is the name of the first person to walk on the moon ? 第一位登陸並踏上月球的人 ? Neil Armstrong 阿姆斯壯。第二位呢? What is the name of the first American president ? 第一

6、位美囯总统是誰 ? George Washington 华盛顿。第二任呢? What is the name of the highest mountain in the world ? 世界最高山峯是 ? Mount Everest in the Himalayas 喜馬拉雅山的珠穆朗瑪峯,5,They were the first products . of their categories.他们是各自品類的第一產品,6,市場領袖通常賺取最高利潤,7,相对市佔率與資本回報的典型关系,Perception(心智) Vs. Reality(真实),Perception is a process

7、 by which individuals organise and interpret their sensory impressions in order to give meaning to their environment. The importance of perception is peoples behaviour is based on their perception of what reality is, not on reality itself. 心智之所以重要，皆因人们行為乃建基於其心智所認為的事实，而非事实本身。 Perception may be wrong,

8、 but the consequences of those perceptions are real. 人们的心智認識可能有錯誤，但這些心智引起的結果都是真实的。,8,Three ways to be first 成為第一的三種方法,The most direct way to achieve first-in-category status, of course, is to be truly the first to reach the market. 真正的成為某品類的第一 Xerox was the first to introduce office photocopying in

9、the 1960s. 六十年代，施乐首先推出乾式复印机。 The second way is to usurp the position through marketing. 透过有效的宣傳 Christopher Columbus哥倫布 vs. Amerigo Vespucci韋斯普奇 The very first mainframe computer sold was Remington Rand, but IBM became the first in the popular mind because of its massive marketing. IBM率先佔据心智 The fir

10、st internet bookstore was P, but A was first in the mind. The third way is to try to make some variation so the category can be perceived as a new category. That is, create a new category you can be first in (where we can count on a divergent market). 創造新品類 Who is Amelia Earhart 埃爾哈特 ? Charles Schwa

11、b in the US marketed itself as the first “discount” brokerage firm.嘉信理財自我推廣為第一間折扣股票經紀行,9,The importance of being first 通过創造新品類成為第一而建立的品牌,A 亞馬遜, the first online bookstore Band-Aid 邦迪, the first adhesive bandage Carrier 開利, the first air conditioner CNN, the first cable news network Dell 戴尔, the firs

12、t direct seller of PCs Dominos, the first home-delivery pizza chain Dr. Scholls, the first foot-care product Duracell 金霸王, the first alkaline battery ESPN, the first cable sports network Evian 依云, the first expensive bottled water Gatorade 佳得乐, the first sports drink Gore-Tex, the first breathable w

13、aterproof cloth Harvard 哈佛, the first college in the US Heineken 喜力, the first imported beer KFC 肯德基, the first fast-food chicken chain Intel 英特尔, the first microprocessor,Nike 耐吉, the first athletic shoe Palm, the first handheld computer Pampers 幫宝适, the first disposable baby diaper Pizza Hut 必勝客,

14、the first pizza chain PowerBar, the first energy bar Q-Tips, the first cotton swab Red Bull 红牛, the first energy drink Reynolds Wrap, the first aluminum foil Rolex 勞力士, the first expensive Swiss watch Softsoap, the first liquid soap Sun Microsystems, the first Unix workstation Swatch 斯沃琪, the first

15、fashion watch Taco Bell, the first Mexican food chain Tide 汰漬, the first detergent Time 時代週刊, the first weekly news magazine WD-40, the first super-lubricant Wharton, the first business school,10,11,If you are not the market leader, how can you effectively compete with them ? 如果您不是市場领袖，您怎樣跟他们競爭？ Att

16、ack strategy進攻策咯 (frontal attack正面攻擊, flank attack側擊, guerrilla attack游擊),更好品質、更好口味 ? “更好”可不是好主意。,12,1985/86年的市務大战,Micrin was a mouthwash better than Listerine, introduced by J Burger King 也扩展賣早餐. McDonalds 加賣鸡塊; Burger King 也加賣嫩鸡肉. McDonalds 創出 Ronald McDonald; Burger King 也創出Magical Burger King. M

17、cDonalds 推出兒童餐Happy Meal 並加建遊乐設施; Burger King 也推出兒童餐 Kids meal 並加建遊乐設施. 漢堡王唯一没有抄襲的是麥当勞的收入,Vs.,Vs.,創造新品類 在已有品類中擁有一个字詞或特性,Volvo safety 安全 BMW driving 駕駛 Mercedes-Benz prestige 名望 Ferrari speed 速度 Jeep Sport-utility vehicle 越野運动 Federal overnight 隔晚 Crest cavity 防蛀牙 Pepsi youth generation 年青一代 Nordstro

18、m service 服務 Dominos home delivery 宅送 A online bookstore 網上書店 Kellogg School of Management Marketing 市場學 市場營銷中真正的問題不是創建品牌.,18,創造新品類 收窄您的生意 (聚焦策略)(收縮你的焦点後，您的品牌才会更强大),19,Fred DeLucas income: $27 million $32 million $42 million $54 million $60 million,五、六十年前的美国，每个城镇都至少有一間咖啡廳，在咖啡廳您可以吃甚麼？很多東西，有蛋、醃肉、班戟、漢堡

19、包、熱狗、雞、三文治、湯、雪糕、餡餅、炸麵圈、蛋糕、汽水、咖啡等等。Fifty years ago every town in America had a coffee shop. What did you find to eat in a coffee shop? Everything. Eggs, bacon, pancakes, hamburgers, hot dogs, chicken, soup, sandwiches, ice cream, pie, doughnuts, cake, soft drinks and coffee.,失焦的美囯航空企業,1992年美囯航空業減价战:

20、单這一年因各大航空公司大幅削价競爭，導致整个行業的一年損失超过整个行業歷年所賺。 Go back in history, whenever an airline came to a fork in the sky, they took both forks. Management makes decisions that are right in the short term and wrong in the long term. 回顧歷史，航空業界每当走到岔路，都選擇兩路並走。管理層作的決策短期來看都对，長期來看都錯。 “Passenger or cargo” “Lets take both

21、 forks. We have extra space under the passenger compartments.” 載客还是載貨? 兩樣都做。 American Airlines cargo revenue in 2004 was $558 million (3% of total revenue), while cargo revenue at FedEx was $24.7 billion, with profits of $838 million (AA lost a billion). “Business or vacation destinations” “Lets tak

22、e both forks, why should we limit ourselves to one type of destination? Houston or Hawaii? We can do both.” 走商業还是渡假地点的航線？兩樣都做。 “Domestic or international” “Lets take both.” 国內線还是国際線？兩樣都做。 “First, business or coach class” Lets take both forks.” 头等、商務、还是經濟艙级？每樣都做。,20,21,Southwest takes one fork 西南航空只取

23、一瓢飲,Southwest airlines is one of the worlds most profitable airlines, posting a profit for the 37th consecutive year in January 2010. 連續37年盈利。,不走渡假地點,只走商業城市,不設国際航班,只走国內線,No-frills airline only,不設头等、沒有商務客位,No other full-service operations,Three mistakes when launching new products 企業推出新產品時的三大錯誤,近期一份研

24、究指出，95%的新產品都以失敗告终，而這些都是來自大企業並且配有大筆廣告预算，他们犯了三大錯誤: 大筆廣告预算: 新產品、尤其新品牌都是缓慢地起飛。紅牛(Red Bull)要等5年才達年銷一千万美元，再用4年才達年銷一億美元。紅牛只以PR(公关)手法打造品牌。 產使趨向使用市調而來的名称: 消費者通常偏好熟悉的名字。以品牌延伸作名称市調時較受落，推出市場時通常反应欠佳。 廣大銷售渠道: 通常以較窄的渠道開始，然後慢慢擴展会較為理想，譬如開始時先交由一連瑣店獨家銷售，這樣產品会得到較好的陳列，為產品銷售、品牌建立打好基礎。,22,Wasting money on bad advertising

25、slogans 不要浪費金錢,Avaya: Communication without boundaries Aventis: Our challenge is life Canon: Know how Cigna: A business of caring Delta: On top of the world Hitachi: Inspire the Next Nissan: Enjoy the ride Tyson: Its what your family deserves ($40 million advertising campaign) Nike: Just do it Coca-

26、Cola: The real thing Hertz: Where winners rent Barilla: Italys no. 1 pasta (三年內取代Ronzoni成為領導品牌，市佔率17%，Ronzoni佔7%),23,24,Positioning 定位,Dominate at where you position主導您要定位的層面,Position at the attribute level 特性,Position at the sub-category level 次品類,Position at the category level 品類,Positioning Progr

27、am,1. Competitive context 競爭環境The program starts with competition and what is happening in the marketplace. In this phase, we look at research, study trends and develop a sense of the market. Who is doing what to whom ? Who owns what idea ? We determine what strategy is available to pursue. 競爭維度，誰代表

28、甚麼。 2. The positioning concept 定位概念Here we determine what differentiating idea can be used to separate a company or product from its competitors. What kind of benefit can be offered to a customer and prospect ? How can this concept best be verbalized ? 在那方面您是佔優 3. Supporting credentials 支持定位的証据You c

29、annot just make a claim about being different. You must be able to prove that you are unique, or find a way to support your point of differentiation 獨一無二的証据 4. Communicating your differentiation 宣揚您的獨特優勢You must build a communications program behind your idea. A useful analogy is to view your differentiating idea as a nail that you are going to drive into the mind. The pro