模板之品牌的“意義”和“個(gè)性”是什么.ppt

1、英揚(yáng)傳奇 CC more suitable for children,Product Profile,英揚(yáng)傳奇 CC daily cost RMB 1.5) promotions in the hospital are limited difficult to sum up into one USP,Opportunity,less competition ( in terms of VB complex) the awareness of importance of vitamins is increasing,Threats,low price strategy of local prod

2、uct,40,Becombion品牌印記(Brand Footprint),41,Becombion,品牌意義 Becombion的意義就是來自德國默克的復(fù)合維生素B Becombion means Vitamin B complex coming from German Merck Becombion的意義就是B族維生素均衡糖漿 Becombion means Vitamin B complex balanced syrup Becombion的意義就是構(gòu)筑兒童均衡發(fā)育的基礎(chǔ) Becombion means a very important basis for childrens balan

3、ced growth,42,Becombion,品牌個(gè)性 Becombion是維生素的專家 Becombion is the expert of Vitamin Becombion是全面合理的 Becombion is comprehensive and equitable Becombion是嚴(yán)謹(jǐn)?shù)?Becombion is severe,英揚(yáng)傳奇 CC Junior Centrum-RMB 1.12; Kiddi-RMB 4.07/3.20; Scotts-RMB 1.31 7s MVS-RMB 1.38,英揚(yáng)傳奇 CC ”contains cod liver oil”; ”helps b

4、rain development” SZ: “contains many essential vitamins”; “contains cod liver oil”; “helps in strengthening bone issue”,英揚(yáng)傳奇 CC SZ: 77.6% The perceived price: around RMB 62/per bottle,Consumers Attitude,英揚(yáng)傳奇 CC spring; the interim between the seasons,英揚(yáng)傳奇 CC&E,86,It functions in cough and cold and u

5、p to now, no other products claim to have these two functions only. In the market of cough syrup and cough Jin Min Children syrup, Shen qu Cough Syrup and Taiji Cough Syrup cough&cold&fever syrup: Tylenol, Bufferin, Xiaobai,Product Profile,英揚(yáng)傳奇 CC&E,87,Our Concern: Dr Freeman Cough Dr Freeman is the

6、 sub-brand of merck only for series cough & cold products.,英揚(yáng)傳奇 CC&E,88,SWOT,Strength,Low Price Unique Formula Good quality,Weakness,no brand awarness to support the product,Opportunity,Concentrate effect on the early stage of cold large cold & cough market Competitive voice is not noise in San dong

7、 well developed retail environment,Threats,strong competition Strict regulatory control on A&P activities,89,Dr.Freeman品牌印記(Brand Footprint),90,Dr.Freeman品牌印記(Brand Footprint)品牌意義Dr.Freeman的意義就是來自德國的感冒藥Dr.Freeman means a flu drug from German Dr.Freeman的意義就是醫(yī)生推薦使用的Dr.Freeman means doctors recommended

8、 Dr.Freeman的意義就是治療兒童傷風(fēng)和咳嗽的糖漿Dr.Freeman means a cold&cough syrup for children,91,Dr.Freeman品牌印記(Brand Footprint)品牌個(gè)性Dr.Freeman是感冒藥專家Dr.Freeman is the expert of flu drugsDr.Freeman是可信的Dr.Freeman is reliableDr.Freeman是認(rèn)真負(fù)責(zé)的Dr.Freeman is conscientious,英揚(yáng)傳奇 CC&E,92,Dr. Freeman,品牌意義 Dr.Freeman的意義就是來自德國感冒藥

9、Dr.Freeman means a flu drug from German Dr.Freeman的意義就是醫(yī)生推薦使用的Dr.Freeman means doctors endorsement Dr.Freeman的意義就是治療兒童傷風(fēng)和咳嗽的糖漿Dr.Freeman means a cold&cough syrup for children,品牌個(gè)性 Dr.Freeman 就是感冒專家 Dr.Freeman is the expert of flu drugs Dr.Freeman是可信的Dr.Freeman is reliable Dr.Freeman是認(rèn)真負(fù)責(zé)的Dr.Freeman

10、is conscientious,93,Dr.Freeman銷售策略(Selling Strategy),94,Dr.Freeman銷售策略(Selling Strategy) 品牌位置：溫和有效治療兒童傷風(fēng)咳嗽的糖漿Brand Position: A Syrup For Mildly And Effectively Relieving Childrens Cold&Cough,95,Dr.Freeman銷售策略(Selling Strategy) 品牌目標(biāo)：感冒藥專家Brand Objective: The Expert Of Flu Drugs,96,Dr.Freeman銷售策略(Sell

11、ing Strategy) 廣告角色：傳達(dá)即治療發(fā)燒前的感冒癥狀非常重要The Specific Role Of The Advertising: Deliver The Message That It Is Very Important To Cure Cold And Cough In Time Before Getting Fever,97,Dr.Freeman銷售策略(Selling Strategy) 銷售概念構(gòu)架(The Selling Idea Platform)：A）概念性目標(biāo)客層:細(xì)心的父母The Conceptual Target: Careful Parents,98,D

12、r.Freeman銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)： B）最核心的欲望/周到The Core Desire/ Considerate,99,Dr.Freeman銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)： C）品牌如何最完美滿足最核心的欲望:感冒藥專家的細(xì)心周到，讓孩子在發(fā)燒前即消除感冒How The Brand Best Fulfills The Core Desire: German Flu expert Can Relive Cold&Coug

13、h before kids get fever.,100,Dr.Freeman銷售策略(Selling Strategy）銷售概念構(gòu)架(The Selling Idea Platform)： D）強(qiáng)有力的支持事實(shí):Dr.Freeman是治療感冒的專家The Compelling Truth:Dr.Freeman is the expert in relieving cold&cough,101,Dr.Freeman銷售策略(Selling Strategy) 銷售概念：Dr.Freeman 是細(xì)心嚴(yán)謹(jǐn)?shù)母忻八帉＜襎he Selling Idea:Dr. Freeman is a solicit

14、ude and conscientious expert in flu drugs,英揚(yáng)傳奇 CC&E,102,MERCK 默克,SELLING IDEA MAINTANCE THE FOUNDATION OF PEOPLES HEALTH 維護(hù)健康的基礎(chǔ),CREATIVE IDEA THE POWER OF PROMISE 承諾的力量,英揚(yáng)傳奇 CC&E,103,1. Preamble 2. Marketing and Competition Overview 3. CC&E Communication Tools Footprint Selling Strategy 4. Brand/Pr

15、oduct Communication Strategy Becombion/Becombion Vitamin B Complex Syrup Seven Seas/Seven Seas Multivitamin Syrup Dr. Freeman/Dr. Freeman Cough & Cold Syrup for Children 5. Creative Concept and Advertising Mechanics 6. Below-the-line and Other Marketing Tactics,104,Below-the-line and Other Marketing

16、 Tactics,105,Becombion,類型：促銷活動(dòng) Style:SP Activity 主題：兒童拼圖有獎(jiǎng)活動(dòng) Subject:Childrens Jigsaw Puzzle Reward Activity 對(duì)象：212歲的兒童 Target:2-12years old children 手段：SP活動(dòng)期間，買就送“貝康安寶寶”拼圖卡片，兒童用拼圖卡片來拼出包裝盒上“貝康安寶寶”的各種姿態(tài)，按拼出的姿態(tài)種類的多少設(shè)立不同獎(jiǎng)項(xiàng) 目的：1、提高商品接觸及使用率 2、達(dá)到品牌指名購買,活動(dòng)方案 Activity Plan,106,Seven Seas七 ?；顒?dòng)方案Activity Plan

17、,類型：事件活動(dòng) Style:Event Activity 主題：“不一般寶寶”的“不一般技能”大賽 Subject: “No Ordinary Ability Contest” For “No Ordinary Babies” 對(duì)象：28歲兒童 Target:2-8years old children 方式：將不一般的產(chǎn)品性能和兒童不一般的健康體能有機(jī) 結(jié)合，利用報(bào)紙和廣播電視的社會(huì)影響力，進(jìn)行前期報(bào)名、 活動(dòng)期追蹤報(bào)道和消息稿的發(fā)布，加上開設(shè)“兒童與魚肝油 健康咨詢熱線”，可望達(dá)到社會(huì)對(duì)多種維生素魚肝油的接受 和信賴。,107,Seven Seas 七 海活動(dòng)方案Activity Plan

18、,類型：公關(guān)活動(dòng) Style: PR Activity 主題：“七海伴你每一天” -課間餐飯盒溫情贈(zèng)送活動(dòng) Subject: “Seven Seas Will Always Love You ” -Break Lunch-Box Presentation Activity 對(duì)象：上幼兒園或小學(xué)的28歲兒童 Target:2-8years old children in Kindergartens or Primary Schools 方式：籍由各個(gè)幼兒園、小學(xué)的課間餐時(shí)間向兒童免費(fèi)提供 七海健康飯盒，樹立七海親切友好的伙伴形象，推進(jìn)消費(fèi)者 對(duì)企業(yè)和商品的信心和口碑效果。,108,Dr.Freeman活動(dòng)