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

EssenceofMarketingStrategy建立品牌牌的秘訣訣ChivalryManagementConsultancy資訊爆炸炸的時(shí)代代–心智運(yùn)作作模式趨趨向簡單單化媒體:商業(yè)TV,有線TV,衛(wèi)星TV,收音機(jī)AM,FM,報(bào)紙，雜雜誌，，書籍……每天有1,000本新書出出版.產(chǎn)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(chǎn)品走進(jìn)進(jìn)市場。美國專利局的的註冊專利活活躍的有450,000項(xiàng)，每年有25,000項(xiàng)新註冊。(美國囯會每年年通過500項(xiàng)法規(guī)，州政政府每年通過過25,000法案.)廣告:傳統(tǒng)的媒體，，互聯(lián)網(wǎng)，手手機(jī)。在資訊爆炸的時(shí)代，，我們只好建建立防衛(wèi)機(jī)制制，並將信息息處理簡單化化。2Characteristicsofourminds我們的心智思思維特徵Mindsarelimited我們的心智思思維都有極限限Categoryladder品類階梯思維維Mindshateconfusion我們的心智思思維不想混亂亂，愈成功的的品牌愈不能能隨意擴(kuò)展業(yè)業(yè)務(wù)領(lǐng)域。還還有排他法則則。Keepitsimpleandrelevant.簡單化思維，，連接新舊概概念，如horselesscarriage.Mindsareinsecure我們常有不安安全的意識Risks風(fēng)險(xiǎn)(monetary,functional,physical,social,psychological)Peoplebuywhatothersbuy,orlooktootherstohelpthemmakedecision.羊羣心態(tài)、害害怕作決策。。Mindsdon’tchange心智思維一旦旦形成便很難難改變，您還還想用廣告建建立新品牌嗎嗎？Wedon’tseethingsastheyare,weseethingsasweare.我們看見的、、是自己。Mindscanlosefocus我們的心智思思維容易失焦焦Specialistbrandsoftenbeatgenericbrands.專門品牌通常常勝過普遍性性品牌Domino’sPizza達(dá)美樂vs.PizzaHut必勝客Duracell金霸王(long-lastingalkalinebatteries鹼性電池)vs.Eveready永備(flashlight,heavy-duty,rechargeable,andalkalinebatteries)3這些品牌有甚甚麼相同之處處?4Beingfirstiskey…..成為第一WhatisthenameofthefirstpersontoflysoloacrosstheNorthAtlantic?第一位駕飛機(jī)機(jī)橫越大西洋洋的人是誰?CharlesLindbergh林白(1927年從紐約直飛飛巴黎)。第二位位呢?Whatisthelargest-sellingbookeverpublished?全世界最暢銷銷的書是…?TheBible聖經(jīng)。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?第一位美囯總總統(tǒng)是誰?GeorgeWashington華盛頓。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.他們是各自品品類的第一產(chǎn)產(chǎn)品6市場領(lǐng)袖通常常賺取最高利利潤7BDECA1520RelativeMarketShare0.125X1X0.25X2X0.5X103530255-50ReturnonCapitalEmployed(%)相對市佔(zhàn)率與與資本回報(bào)的的典型關(guān)系Perception(心智)Vs.Reality(真實(shí))Perceptionisaprocessbywhichindividualsorganiseandinterprettheirsensoryimpressionsinordertogivemeaningtotheirenvironment.Theimportanceofperceptionispeople’’sbehaviourisbasedontheirperceptionofwhatrealityis,notonrealityitself.心智之之所以以重要要，皆皆因人人們行行為乃乃建基基於其其心智智所認(rèn)認(rèn)為的的事實(shí)實(shí)，而而非事事實(shí)本本身。。Perceptionmaybewrong,buttheconsequencesofthoseperceptionsarereal.人們的的心智智認(rèn)識識可能能有錯錯誤，，但這這些心心智引引起的的結(jié)果果都是是真實(shí)實(shí)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，，施樂樂首先先推出出乾式式復(fù)印印機(jī)。。Thesecondwayistousurpthepositionthroughmarketing.透過有有效的的宣傳傳ChristopherColumbus哥倫布布vs.AmerigoVespucci韋斯普普奇TheveryfirstmainframecomputersoldwasRemingtonRand,butIBMbecamethefirstinthepopularmindbecauseofitsmassivemarketing.IBM率先佔(zhàn)佔(zhàn)據(jù)心心智ThefirstinternetbookstorewasP,butAwasfirstinthemind.Thethirdwayistotrytomakesomevariationsothecategorycanbeperceivedasanewcategory.Thatis,createanewcategoryyoucanbefirstin(wherewecancountonadivergentmarket).創(chuàng)造新新品類類WhoisAmeliaEarhart埃爾哈哈特?CharlesSchwabintheUSmarketeditselfasthefirst““discount”brokeragefirm.嘉信理理財(cái)自自我推推廣為為第一一間折折扣股股票經(jīng)經(jīng)紀(jì)行行9Theimportanceofbeingfirst通過創(chuàng)創(chuàng)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戴爾,thefirstdirectsellerofPCsDomino’’s,thefirsthome-deliverypizzachainDr.Scholl’’s,thefirstfoot-careproductDuracell金霸王王,thefirstalkalinebatteryESPN,thefirstcablesportsnetworkEvian依云,thefirstexpensivebottledwaterGatorade佳得樂樂,thefirstsportsdrinkGore-Tex,thefirstbreathablewaterproofclothHarvard哈佛,thefirstcollegeintheUSHeineken喜力,thefirstimportedbeerKFC肯德基基,thefirstfast-foodchickenchainIntel英特爾爾,thefirstmicroprocessorNike耐吉,thefirstathleticshoePalm,thefirsthandheldcomputerPampers幫寶寶適適,thefirstdisposablebabydiaperPizzaHut必勝勝客客,thefirstpizzachainPowerBar,thefirstenergybarQ-Tips,thefirstcottonswabRedBull紅牛,thefirstenergydrinkReynoldsWrap,thefirstaluminumfoilRolex勞力士,thefirstexpensiveSwisswatchSoftsoap,thefirstliquidsoapSunMicrosystems,thefirstUnixworkstationSwatch斯沃琪,thefirstfashionwatchTacoBell,thefirstMexicanfoodchainTide汰漬,thefirstdetergentTime時(shí)代週刊刊,thefirstweeklynewsmagazineWD-40,thefirstsuper-lubricantWharton,thefirstbusinessschool1011Ifyouarenotthemarketleader,howcanyoueffectivelycompetewiththem?如果您不不是市場場領(lǐng)袖，，您怎樣樣跟他們們競爭？？Attackstrategy進(jìn)攻策咯咯(frontalattack正面攻擊擊,flankattack側(cè)擊,guerrillaattack游擊)更好品質(zhì)質(zhì)、更好好口味?““更好”可不是好好主意。。121985/86年的市務(wù)務(wù)大戰(zhàn)MicrinwasamouthwashbetterthanListerine,introducedbyJ&Jin1961andsoonbecamethenumber2inthemarket.P&GintroducedScopeasabettertastemouthwashandtookupthenumber2position.Micrinretreatedin1978.Whenyouareagainsttheleader,““better”isnotagoodideainmarketing.Followingsuitaswhatleadersdoisdeadendroad仿效市場場領(lǐng)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複印機(jī)Kmart(cuttingprices)againstWal-Mart

Kmart(withMarthaStewartandotherdesigners)againstTarget13Youcan’tgettherefromhere.財(cái)雄勢厚厚的可口口可樂打打造品牌牌時(shí)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會是是靠近紐紐約的波波士頓或或費(fèi)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(yùn)終終有盡頭，異異化才是更好好策略。Businesscompetitiondoesnotalwaysproduceawinner.Ifthedifferencebetweencompetitorsareminimal,theirstrugglemayproduceonlylosers.Andconventionalstrategiesmayonlymakethingsworse.Thebasisforprofitabilityinacompetitivesystemiscompetitiveadvantage.Ifnocompetitorcangainasignificantandsustainableadvantageovertherest,theresultisstalemate.Instalemate,marketshareisoflittlevalue.Stalemateisanevermorecommonfactoflife.FindingnewwaystocreatecompetitiveadvantagewillbethemeasureofsuccessforAmericanbusiness.產(chǎn)業(yè)一旦陷入入僵局(stalemate)，衆(zhòng)人皆輸。。-JohnClarkeson,BCGDoingdifferentlyfromtheleader–findinganoppositeidea最好跟市場領(lǐng)領(lǐng)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(fèi)者有兩位位喝可樂，uncola連接可樂這個個龐大市場，，使7喜成市場三哥哥，年銷從87.7百萬元增至一一億九千萬美美元。Volks於1949年進(jìn)入美國市市場，廣告商商DDB替其制造不少少正面故事，，包括在消費(fèi)費(fèi)者報(bào)告中的的好評，耕耘耘十年，年銷銷近12萬輛，佔(zhàn)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擴(kuò)展賣早餐;BurgerKing也擴(kuò)展賣早餐餐.McDonald’s加賣雞塊;BurgerKing也加賣嫩雞肉肉.McDonald’s創(chuàng)出RonaldMcDonald;BurgerKing也創(chuàng)出MagicalBurgerKing.McDonald’s推出兒童餐HappyMeal並加建遊樂設(shè)設(shè)施;BurgerKing也推出兒童餐餐Kid’smeal並加建遊樂設(shè)設(shè)施.漢堡王唯一沒沒有抄襲的是是麥當(dāng)勞的收收入Vs.Vs.創(chuàng)造新品類–在已有品類中中擁有一個字字詞或特性Volvo––safety安全BMW–driving駕駛Mercedes-Benz–prestige名望Ferrari–speed速度Jeep––Sport-utilityvehicle越野運(yùn)動Federal–overnight隔晚Crest––cavity防蛀牙Pepsi––youthgeneration年青一代Nordstrom––service服務(wù)Domino’s–homedelivery宅送A––onlinebookstore網(wǎng)上書店KelloggSchoolofManagement–Marketing市場學(xué)市場營銷中真真正的問題不不是創(chuàng)建品牌牌…..18創(chuàng)造新品類–收窄您的生意意(聚焦策略)

(收縮你的焦點(diǎn)點(diǎn)後，您的品品牌才會更強(qiáng)強(qiáng)大)19FredDeLuca’sincome:$27million$32million$42million$54million$60million五、六十年前前的美國，每每個城鎮(zhèn)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(yè)1992年美囯航空業(yè)業(yè)減價(jià)戰(zhàn):單這一年因各各大航空公司司大幅削價(jià)競競爭，導(dǎo)致整整個行業(yè)的一一年損失超過過整個行業(yè)歷歷年所賺。Gobackinhistory,wheneveranairlinecametoaforkinthesky,theytookbothforks.Managementmakesdecisionsthatarerightintheshorttermandwronginthelongterm.回顧歷史，航航空業(yè)界每當(dāng)當(dāng)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對，長期來來看都錯。“Passengerorcargo”––“Let’stakebothforks.Wehaveextraspaceunderthepassengercompartments.””載客還是載貨貨?兩樣都做。AmericanAirlines’cargorevenuein2004was$558million(3%oftotalrevenue),whilecargorevenueatFedExwas$24.7billion,withprofitsof$838million(AAlostabillion).“Businessorvacationdestinations”––“Let’stakebothforks,whyshouldwelimitourselvestoonetypeofdestination?HoustonorHawaii?Wecandoboth.”走商業(yè)還是渡渡假地點(diǎn)的航航線？兩樣都都做?！癉omesticorinternational”–““Let’stakeboth.”國內(nèi)線還是國國際線？兩樣樣都做?！癋irst,businessorcoachclass”–Let’stakebothforks.”頭等、商務(wù)、、還是經(jīng)濟(jì)艙艙級？每樣都都做。2021Southwesttakesonefork西南航空只取取一瓢飲Southwestairlinesisoneoftheworld’smostprofitableairlines,postingaprofitforthe37thconsecutiveyearinJanuary2010.連續(xù)37年盈利。

不載貨只載客不走渡假地點(diǎn)點(diǎn)只走商業(yè)城市市不設(shè)國際航班班只走國內(nèi)線No-frillsairlineonly不設(shè)頭等、沒沒有商務(wù)客位位只有經(jīng)濟(jì)艙級Nootherfull-serviceoperationsSouthwestThreemistakeswhenlaunchingnewproducts企業(yè)推出新產(chǎn)產(chǎn)品時(shí)的三大大錯誤近期一份研究究指出，95%的新產(chǎn)品都以以失敗告終，，而這些都是是來自大企業(yè)業(yè)並且配有大大筆廣告預(yù)算算，他們犯了了三大錯誤:大筆廣告預(yù)算算:新產(chǎn)品、尤其其新品牌都是是緩慢地起飛飛。紅牛(RedBull)要等5年才達(dá)年銷一一千萬美元，，再用4年才達(dá)年銷銷一億美元元。紅牛只只以PR(公關(guān))手法打造品品牌。產(chǎn)使趨向使使用市調(diào)而而來的名稱稱:消費(fèi)者通常常偏好熟悉悉的名字。。以品牌延延伸作名稱稱市調(diào)時(shí)較較受落，推推出市場時(shí)時(shí)通常反應(yīng)應(yīng)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(kuò)展展會較為理理想，譬如如開始時(shí)先先交由一連連瑣店獨(dú)家家銷售，這這樣產(chǎn)品會會得到較好好的陳列，，為產(chǎn)品銷銷售、品牌牌建立打好好基礎(chǔ)。22Wastingmoneyonbadadvertisingslogans不要浪費(fèi)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(nèi)取代代Ronzoni成為領(lǐng)導(dǎo)品品牌，市佔(zhàn)佔(zhàn)率17%，Ronzoni佔(zhàn)7%)2324Positioning定位Dominateatwhereyouposition主導(dǎo)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(huán)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(zhàn)優(yōu)3.Supportingcredentials支持定位的的証據(jù)Youcannotjustmakeaclaimaboutbeingdifferent.Youmustbeabletoprovethatyouareunique,orfindawaytosupportyourpointofdifferentiation獨(dú)一無二的的証據(jù)4.Communicatingyourdifferentiation宣揚(yáng)您的獨(dú)獨(dú)特優(yōu)勢Youmustbuildacommunicationsprogrambehindyouridea.Ausefulanalogyistoviewyourdifferentiatingideaasanailthatyouaregoingtodriveintothemind.Theprogramtodothiswouldbethehammertodrivethisnailintothemind.Everyaspectofyourcommunicationshouldcontainthisdifferentiatingidea.25中國國企企業(yè)業(yè)的的大大品品牌牌戰(zhàn)戰(zhàn)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(chǎn)產(chǎn)品品附附加加值值較較高高，，價(jià)價(jià)格格在在國國內(nèi)內(nèi)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(chuàng)創(chuàng)高高檔檔形形象象