bi final中宏保險(xiǎn)品牌策略

1、Manulife-Sinochem Brand Strategy中宏保險(xiǎn)品牌策略 DDB China GroupShanghai, May 20th 2015Strategic Explanation策略說明消費(fèi)者與文化品類企業(yè)品牌通過宏觀和微觀的洞察，找到與消費(fèi)者共鳴之處RELEVANCE相關(guān)性品牌在同品類商品中，找到自己專屬的定位和溝通形象DIFFERENTIATION差異性品牌，產(chǎn)品和企業(yè)洞察可緊密支持到整個(gè)定位概念CREDITIBILITY可靠性LOCAL INSIGHT/ GLOBAL STRATEGY中國的洞察/ 國際策略POSITION定位TERRITORY領(lǐng)域RATIONALE

2、 品牌的理性支持 RTB支持點(diǎn)TERRITORY領(lǐng)域Strategic Explanation策略總結(jié)Co-Create Session協(xié)作性創(chuàng)意Brand IntentManulife wants people to.know they are never alone today, tomorrow and decades from now.Consumer ResponseEvery time, Manulife engages people.they have uncovered the best perspective on their familys futureManulife-S

3、inochem means.Optimism.the best (scenario of any) future.partnership beyond just businessManulife-Sinochem is.a guardian.looking further ahead.caringCo-Create Session協(xié)作性創(chuàng)意品牌意圖中宏保險(xiǎn)想告知消費(fèi)者，不論是今天，明天，還是幾十年后，中宏保險(xiǎn)將一直陪伴著他們消費(fèi)者回應(yīng)每次，當(dāng)中宏嘗試與消費(fèi)者溝通時(shí)，都會(huì)幫助消費(fèi)者發(fā)現(xiàn)他們家庭的最佳愿景中宏保險(xiǎn)意味著樂觀最好的未來不僅是商業(yè)伙伴中宏保險(xiǎn)是監(jiān)護(hù)人高瞻遠(yuǎn)矚關(guān)懷Company企業(yè)Man

4、ulife is one of the very few insurances who actually really care about the future of both their customers and families in China as a whole. Manulifes care for the future is a highly differentiating and mutually beneficial business model.Manulife is committed to focus on young families in China beyon

5、d just marketing communications.that requires to be Future-oriented like no other insurance company.because care is not just in the DNA of Manulife, it is a long-term business strategy.中宏保險(xiǎn)是為數(shù)不多的能真正同時(shí)關(guān)心他們的消費(fèi)者以及他們家庭未來的保險(xiǎn)公司。中宏保險(xiǎn)著眼未來的理念是獨(dú)特的且互利互惠的經(jīng)營模式。Manulife is committed to focus on young families in

6、China beyond just marketing communications.that requires to be Future-oriented like no other insurance company.because care is not just in the DNA of Manulife, it is a long-term business strategy.中宏保險(xiǎn)對(duì)中國育兒家庭的關(guān)注不僅僅體現(xiàn)在市場(chǎng)溝通上因?yàn)殛P(guān)懷不僅是中宏保險(xiǎn)的內(nèi)在基因，同時(shí)也是中宏保險(xiǎn)的長期商業(yè)戰(zhàn)略這是一個(gè)圍繞著未來的戰(zhàn)略，該戰(zhàn)略還從未被別的保險(xiǎn)公司運(yùn)用過Company企業(yè)Culture文化

7、China is just beginning to develop a culture of institutionalized insurance it will not replace but enhance the cultural belief in the family as the most important element of ensuring the future.China is a country running on rocket-fuel consumers and their requirements are leapfrogging.as a result,

8、the insurance category has been maturing quicker than its audience.while the family is still the epi-center of today and tomorrow.家庭最重視的是對(duì)未來的保障，這一點(diǎn)不會(huì)因?yàn)橄到y(tǒng)化的保險(xiǎn)在中國的起步被取而代之，而是會(huì)被更好的加強(qiáng)。China is a country running on rocket-fuel consumers and their requirements are leapfrogging.as a result, the insurance ca

9、tegory has been maturing quicker than its audience.while the family is still the epi-center of today and tomorrow.中國是一個(gè)飛速發(fā)展的國家消費(fèi)者對(duì)保險(xiǎn)的需求與日俱增而家庭是永遠(yuǎn)的核心保險(xiǎn)業(yè)比其消費(fèi)者成熟的更快Culture文化Consumer消費(fèi)者Consumers are beginning to be more interested and savvy about insurances but still leave a lot of room for learning abo

10、ut its benefits. However, they only begin to consider insurances when their immediate family or their future is impacted either by the birth of a child or an awakening event within their social circle.The construct of 4-2-1 families has a huge impact on all members of the family.it has turned the in

11、herent optimism of Chinese consumers into a mandatory.While an underlying fear is a constant feeling kept at bay unless an impactful event occurs.消費(fèi)者已經(jīng)開始對(duì)保險(xiǎn)業(yè)產(chǎn)生了興趣，但是由于對(duì)投保獲利的不確定，他們還是持觀望態(tài)度。只有當(dāng)他們的直系親屬或是他們自己的未來受到影響時(shí)才會(huì)想到投?？赡苁且粋€(gè)小生命的降臨，又或者是他們身邊發(fā)生了突如其來的事情。The construct of 4-2-1 families has a huge impact on

12、 all members of the family.it has turned the inherent optimism of Chinese consumers into a mandatory.While an underlying fear is a constant feeling kept at bay unless an impactful event occurs.4-2-1家庭結(jié)構(gòu)對(duì)每一個(gè)家庭成員都有深重的影響在這種家庭結(jié)構(gòu)下，中國消費(fèi)者一代比一代樂觀然而，中國消費(fèi)者在相安無事時(shí)通常會(huì)忽視隱形的恐懼。Consumer消費(fèi)者Category品類Allianz“Go forwa

13、rd hand in hand with Allianz, enjoy the comprehensive careers”AIA“The Real Life Company”Citic Prudential“Listen to your needs, Citic Prudential is there.” (whenever,wherever, whatever)Metlife“The stronger thestrength, the higher the standard”Generali China“Desirable life,desirablefor lifetime (Gener

14、ali for lifetime)”TaiKang Life“One insurance, a lifetime happiness”China Taipin“Insurance is to obtain peace.”PingAn“Professionalism makes life easier.”SunShine Insurance“Insurance is sunshine.”Trust us, we are big.Trust us, we are there for you.Trust insurance. Brand statements from insurance are (

15、and always have been) mostly about trust, while the biggest challenge remains that the more a brand talks about trust, the less consumers respond with it. AIA has followed Manulifes lead to talk with people instead just to them. However, most trust will be rewarded to the insurance who understands r

16、eal needs and responds with real and more importantly individually relevant solutions.安聯(lián)保險(xiǎn)攜手安聯(lián)，盡享周全AIA真生活，真伙伴信誠保險(xiǎn)聆聽所至，信誠所在大都會(huì)人壽更強(qiáng)勁的實(shí)力，更卓越的標(biāo)準(zhǔn)中意人壽中意人生，一生中意泰康保險(xiǎn)一張保單，一輩子的幸福太平保險(xiǎn)保險(xiǎn)就是保太平平安保險(xiǎn)專業(yè)，讓生活更簡單陽光保險(xiǎn)集團(tuán)保險(xiǎn)就是陽光相信我們，我們有實(shí)力相信我們，我們陪伴著你相信保險(xiǎn)保險(xiǎn)類的品牌宣傳總是圍繞著信任，然而，最大的挑戰(zhàn)是當(dāng)品牌越是談?wù)撔湃?，消費(fèi)者未必越是信賴品牌。友邦保險(xiǎn)緊隨中宏保險(xiǎn)提出陪伴消費(fèi)者前行的主張。然

17、而真正的信任是來源于對(duì)消費(fèi)者切實(shí)需求的理解以及提供更與消費(fèi)者息息相關(guān)的產(chǎn)品。Category品類What does all of this mean for the brand Manulife in China?CategoryBrand statements from insurance are (and always have been) mostly about trust, while the biggest challenge remains that the more a brand talks about trust, the less consumers respond wi

18、th it. AIA has followed Manulifes lead to talk with people instead just to them. However, most trust will be rewarded to the insurance who understands real needs and responds with real and more importantly individually relevant solutions.ConsumerConsumers are beginning to be more interested and savv

19、y about insurances but still leave a lot of room for learning about its benefits. However, they only begin to consider insurances when their immediate family or their future is impacted either by the birth of a child or an awakening event within their social circle.CultureChina is just beginning to

20、develop a culture of institutionalized insurance it will not replace but enhance the cultural belief in the family as the most important element of ensuring the future.CompanyManulife is one of the very few insurances who actually really care about the future of both their customers and families in

21、China as a whole. Manulifes care for the future is a highly differentiating and mutually beneficial business model.Insight Summary洞察總結(jié)這些對(duì)于中宏保險(xiǎn)意味著什么？品類保險(xiǎn)類的品牌宣傳總是圍繞著信任，然而，最大的挑戰(zhàn)是當(dāng)品牌越是談?wù)撔湃危M(fèi)者未必越是信賴品牌。友邦保險(xiǎn)緊隨中宏保險(xiǎn)提出陪伴消費(fèi)者前行的主張。然而真正的信任是來源于對(duì)消費(fèi)者切實(shí)需求的理解以及提供更與消費(fèi)者息息相關(guān)的產(chǎn)品。消費(fèi)者消費(fèi)者已經(jīng)開始對(duì)保險(xiǎn)業(yè)產(chǎn)生了興趣，但是由于對(duì)投保獲利的不確定，他們還是持觀望

22、態(tài)度。只有當(dāng)他們的直系親屬或是他們自己的未來受到影響時(shí)才會(huì)想到投保可能是一個(gè)小生命的降臨，又或者是他們身邊發(fā)生了突如其來的事情。文化家庭最重視的是對(duì)未來的保障，這一點(diǎn)不會(huì)因?yàn)橄到y(tǒng)化的保險(xiǎn)在中國的起步被取而代之，而是會(huì)被更好的加強(qiáng)企業(yè)中宏保險(xiǎn)是為數(shù)不多的能真正同時(shí)關(guān)心他們的消費(fèi)者以及他們家庭未來的保險(xiǎn)公司。中宏保險(xiǎn)著眼未來的理念是獨(dú)特的且互利互惠的經(jīng)營模式。Insight Summary洞察總結(jié)The Brand Manulife in China在中國的中宏品牌Anticipate TrendsCompany I can trustCustomers best interest at hear

23、tThe size and speed of China is without comparison. A single-digit change in either direction has massive implications on Chinese families. Consumer confidence is high due to an overall sentiment of “Hope for the best but dont think too hard about the worst”.Consumers want to keep a positive outlook

24、 on the future and will be open for brands to help them to keep up their optimism.and their meaning for the target audience in ChinaGlobal brand attributes.Due to many incidents in the past, brand trust in China is very low among consumers and at best highly volatile. Trust is predictability on an e

25、motional level. In China, consumers have developed a trust predicament towards brands that follows the sentiment of “We dont care how much you know until we know how much you care”Brands who prove their genuine interest in caring for customers will develop g a long-term relationship.Many brands in C

26、hina, especially in the insurance sector are trying to convince customers of their best intentions. Given the massive the clutter of the market though, credibility for such statements is low.Credibility can be driven through either a proven track record or a sharply defined, tangible consumer benefi

27、tIdentified key brand principles*TOGETHERNESSManulife is a caring and mutual partner. We speak and act WITH customers, not TO them.NEW PERSPECTIVEManulife gives families the brightest perspective in any future scenarioMANAGEABILITYManulifes key expertise is its ability not only to look ahead but all

28、ow its customers to make the future manageable*Co-Create Workshop China預(yù)期趨勢(shì)我可信賴的企業(yè)以消費(fèi)者利益優(yōu)先中國市場(chǎng)發(fā)展的速度和規(guī)模是無任何可比性的。在市場(chǎng)上任何一個(gè)小的變化都會(huì)對(duì)中國家庭有著巨大的影響。消費(fèi)者對(duì)未來的信心是源于一種“期望最好的，不考慮最壞的“的心態(tài)。消費(fèi)者都希望能保持對(duì)未來積極的心態(tài)，而且歡迎品牌幫助他們保持樂觀。對(duì)中國的目標(biāo)人群的意義宏利國際的品牌態(tài)度基于過去發(fā)生過的許多事件，品牌信任度在消費(fèi)者中非常低且薄弱，但是情感層面的信任度是可被預(yù)見的。中國消費(fèi)者對(duì)品牌的信任遵循“我們只在乎你有多關(guān)心，不在乎你知

29、道多少”的信條。那些被證明真正擁有關(guān)心消費(fèi)者的基因的品牌，會(huì)與消費(fèi)者建立長期關(guān)系。許多中國品牌，特別是在保險(xiǎn)行業(yè)都以他們的初中去贏得消費(fèi)者的信任。盡管市場(chǎng)上存在大量類似的信息，但是可信度卻極低。信任可以通過一個(gè)有可信度的報(bào)告，或者是擁有一個(gè)精確定義的，實(shí)際的消費(fèi)者利益而建立。識(shí)別關(guān)鍵品牌原則*相伴中宏保險(xiǎn)不是單單將信息灌輸給消費(fèi)者，而是陪伴消費(fèi)者前行。新愿景無論未來是何種面貌，中宏保險(xiǎn)將帶給家庭最光明的愿景規(guī)劃中宏保險(xiǎn)的專長是不僅僅幫助消費(fèi)者展望未來，更是幫助消費(fèi)者規(guī)劃未來。*Co-Create Workshop ChinaThe Brand Manulife in China在中國的中宏品牌

30、Territory: OPTIMISM領(lǐng)域: 樂觀OPTIMISMNever before in the history of mankind has the world been as fast as it is today. The world is changing at an incredible pace and in this accelerated world, China is the fastest country a country running on rocket fuel. At the same time, China is the biggest and most

31、 impactful society on earth. Even the slightest change can have catastrophic results for everyone, especially in China.Chinese families have always had an optimistic outlook and believe in progression and the future. It is ing harder and harder to keep up the good spirit when you really think about

32、what might happen.We want to make sure, our customers and their families will always be able to positively benefit from whatever the future brings.A simple step into a bright future樂觀縱觀人類歷史，世界從未發(fā)展的像今天一樣快。在這個(gè)以驚人速度發(fā)展的世界中，中國是發(fā)展得最快的國家如火箭升天般迅速。 與此同時(shí)，中國也是世界上最大且最有影響力的國家。因此，即使是最輕微的變化都會(huì)引起軒然大波。中國家庭總是對(duì)前景及未來抱有樂

33、觀的心態(tài)。但當(dāng)你開始認(rèn)真思考將來會(huì)發(fā)生的事情時(shí)，保持良好的心態(tài)變得越來越艱難。我們希望能保證我們的消費(fèi)者及其家庭無論未來如何，總能得到積極的獲益簡單一步踏入光明未來Territory: OPTIMISM領(lǐng)域: 樂觀OPTIMISMPERSPECTIVESIMPLICITY“People dont buy what you do, but why you do it.”Simon SinekWhat?How?Why?We are providing families in China with insurance products that provide the brightest persp

34、ective on their future.by making a complex future manageable through simple solutions.because we believe families should not require a lot of know-how and effort to be on the bright side of life.A simple step into a bright future.The Power of Why?為什么的力量？What?How?Why?Weby“People dont buy what you do,

35、 but why you do it.”Simon SinekThe Power of Why?為什么的力量？愿景簡單樂觀我們的產(chǎn)品將帶給中國年輕育兒家庭對(duì)未來光明的愿景通過一個(gè)簡單的方案使得變幻莫測(cè)的未來變得可被規(guī)劃因?yàn)槲覀冋J(rèn)為中國的年輕育兒家庭應(yīng)該毫不費(fèi)力的讓自己和家庭站在生活最光明的一面Local Brand Strategy Summary中宏在中國的品牌策略總結(jié)OPTIMISMTerritoryA simple step into a bright futurePropositionYoung families strive to be optimistic about the fu

36、ture, despite uncertainties.How does this relate to consumers?RTBRequirementsStrategic FitPRODUCTSimple to understand with a tangible future benefitCommunication Fit: relevant, differentiating, credibleBrand Fit: Anticipate Trends, Company I can trust, Customers best interest at heartBusiness Strate

37、gy Fit: Buying Experience, Greater Personalization, Better ServiceSERVICESAgents or web services that allow customers to assess future scenariosEXPERIENCEPositive experiences throughout the purchasing process.樂觀領(lǐng)域簡單一步，樂觀未來定位盡管有許多未知數(shù)，年輕家庭努力保持對(duì)未來的樂觀心態(tài)闡述品牌特質(zhì)策略兼容性溝通兼容性: 相關(guān)性，差異性，可靠性品牌兼容性: 預(yù)測(cè)趨勢(shì), 我可信賴的企業(yè)，以

38、消費(fèi)者利益優(yōu)先企業(yè)策略兼容性: 購買體驗(yàn), 更好的個(gè)性化, 更佳的服務(wù)產(chǎn)品簡單易懂的，擁有實(shí)際的未來獲益服務(wù)代理人或者網(wǎng)絡(luò)服務(wù)可讓消費(fèi)者從容應(yīng)對(duì)未來的各種情況體驗(yàn)積極正面的消費(fèi)體驗(yàn)Local Brand Strategy Summary中宏在中國的品牌策略總結(jié)Local Brand Strategy Summary中宏在中國的品牌策略總結(jié)TOGETHERNESSManulife is a caring and mutual partner. We speak and act WITH customers, not TO them.NEW PERSPECTIVEManulife gives families the brightest perspective in any future scenarioMANAGEABILITYManulifes key expertise is its ability not only to look ahead but allow its customers to make the future manageableLocalBrand AttributeL