策略培訓英文版02ppt課件

1、A Brief Introduction To DSBDSB is a local advertising agency serving international brands. We do accurate and effective advertising.The Service Which Is Fast & PerfectThe devotion and professionalism that we show in our team work have made us into a group of professionals with fast reaction. Thats t

2、he keystone of the service that we provide.The fully-developed work flow arms our efficiency with quality guaranty. And we believe that only when efficiency goes with guaranteed quality is it valuable.The professionalism and responsibility that we treasure and hold, as well as the conscientious and

3、responsible spirits of our cooperators make sure that our job is done fast perfectly.First-Class Cooperators (Production Home)TVC Production:Yimou Zhang Production UnitTaiwan Greatland Film Production Ltd.OthersPrint:One of the investors of DSB -Hongkong Guest Advertising Co. It has a large printing

4、 house on Mainland China to guarantee fast service with premium quality.Good relationship with Media:Our 12-year promotion planning and production designing for Shanghai International TV Festival & Shanghai International Film Festival have brought us good relations with other cities across the land.

5、 We Are Not After Size. We Are After PerfectionDSB is not a huge agency. It has less than 30 people. But its right that core team that we take strong pride in. We dont turn to new clients easily. To provide good satisfying service to our current clients whom we always cherish is the best benefit and

6、 development for DSB.DSB now serves only 5 clients, but each one of them is a world-wide famous brand. The Brand We ServeSiemens Home AppliancesKodak (All-China Public Relations)Carrier Air ConditioningMitsubishi ElevatorShanghai International TV Festival, Shanghai International Film FestivalDSB & S

7、iemens Home AppliancesEven though DSB is not the sole agency for BSH, the growing-up of DSB can never happen without BSH. Siemens Home Appliances is indispensable in the soaring of the DSB reputation in its circle. More than half of the Award-winning works done by DSB in 1998 came from the trust fro

8、m BSH in DSB. Something we need to say is all of the creative works that weve done strictly adhere to the brand definition and accurately aiming at the target consumers, we are not doing creative work for prize-winning, of course.DSB & Siemens Home AppliancesKey members on our Siemens Team:Siemens i

9、s DSBs most treasured client.So the brand team is headed by our General Manager himself.DSB & Siemens Home AppliancesAccount director : Mr.Stone YangAge:30In Ad Business for :6 yearsBrands served :WellaUni-lever food,General,Sampo refrigerator,Sampo washing machine, Carrier, Mitsubishi Elevator ,Sie

10、mens Home Appliances.Core members of our Siemens TeamAccount Manager : Mr.Feng XieAge:28In Ad Business for :5 yearsBrands served :WellaChanghong Electronics, Meiling refrigerator, China Telecom, China Unicom, Siemens Home AppliancesDSB & Siemens Home AppliancesCreative director : Mr. Xiaoyun ChenAge

11、:37In Ad Business for : 5 yearsBrands served :KFC, General,Dove, Ponds, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.Core members of our Siemens TeamArt Director: Mr.Yin LiuAge:37In Ad Business for : 15 yearsBrands served : KFC, General,Dove, Po

12、nds, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.1999 SIEMENS New Refrigerator Launch Campaign Prepared for: BSH Home Appliances Co.,Ltd.Prepared by: DSB AdvertisingDate: January ,1999ContentMarket and competitor analysis Consumers U&A Brand de

13、finition Product core conceptCommunication strategy Media strategy Promotion plan Schedule“Home of Service SystemASS planMarket and Competitor AnalysisAmong 180L-280L:1999 potential volume: 7.5mil180L-280L: 75%(5.6mil) others: 25%(1.9mil) Haier1999 estimated share of Haier:40%(2.2 mil)Market Analysi

14、s180-280LOthers75%25%Remarks: The above figures are estimated based on the statistics of 1998Source: Link SurveyOthersIngredients of Haiers market shareMedium-price:48%1.05milHighly competitiveRongshen Meiling National Elex Sharp XinfeiHigh-price: 52% 1.15 mil Dominant advantage:No strong rivalsExpe

15、nsive imported brands (Rmb 1,000 higher)NationalSharp1999 New Siemens RF potential volume:1.15milMarket AnalysisSource: Link SurveySIEMENSStrong POP supportNew products developmentStrength of enterprisesHaierSIEMENS ElecxAfter-sales-serviceCompetitor AnalysisHigh priceHigh qualityIf Siemens can take

16、 up 17% within high-price RF，the objective of 0.19mil volume can be achieved.Competitor Analysis SummaryThe major opportunity comes from the high-price market dominated by Haier。Total 99 potential volume of Siemens target market: 1.15milHaiers brand reveals the strength of an enterprise, while its p

17、roduct is one packaged which shares the similarity with other brands.To snatch 17% share in high-price market and achieve 0.19 mil sales volume in 1999, Siemens is recommended to challenge Haier with high-quality products and similar price. Competitor Analysis To achieve the target of 0.19 mil sales

18、 volume, we should consider：The weak point of Haier Breakthrough pointThe strength of brand and product of Siemens Our nailHow to efficiently cause(urge) target consumers to change brand through communication strategy Our hammerBrandLarge groupstrengthGood after-sales servicecare, respect, reassuran

19、ceGood on-site exhibitionpower Continuous new products developmentadvanced technologyThe advantage of HaierProductThe variety of stylesmore options High pricegood qualityExport trend a worldwide brand The large number of buyersreassuranceCompetitor Analysis Competitor Analysis The disadvantage of Ha

20、ierBrandPerceived image child,young men,young women (obscure, not integrated)Brand recognition mainly on the strength of the enterprise instead of the brand itselfProductsmall differentiation with other brands。Easier to changeconsumers behaviorSiemens can differentiate itself with HaierConsumers U&A

21、Consumers U&ASix-step purchase process Trigger Consider Search Choose Buy Experience Upgrade or change old refrigeratorNewly marriedKey motivator:-no negativeassociation-new benefitsIn- storeinfluences-salesman-posters-counterLife styleTVCWOMSize/typeBrandPriceFeaturesFunctionsPriceBrandPressQuality

22、 assuranceBrand/ProducerPricePricePOS-point ofsalesAfter-salesserviceAny problemsA shortlist ofbrands1-2top ofmindProblemsolvingKey motivator:-solve allcurrentproblems-new benefitsSelf-improvementSelf-maintenanceAnyrelatedinformationFit with previous expectation?Consumers U&APurchase criteria Qualit

23、y Features/Functions SizePrice Convenient usage After sales serviceBrand Manufacturer Quite a few factors are being considered when purchasing a refrigerator. Consumers need to be provided as much information as possible .Direct and concrete information is what consumers need. Convenient message del

24、ivery is a good help. Consumers U&ASource of awareness 0.00%20.00%40.00%60.00%80.00%POSWOMTV+NPOtherWhy on-site exhibition works?-TVC is of insufficient, similar and confusing information -Careful on-site comparison is needed-The recurring measuring while determining to buy-Most of the current print

25、 ads aim at only one benefit point at a time, which makes it difficult for consumers to have a overallknowledge of the refrigerator.Consumers U&ASummaryThe ideal brand list is accomplished in the phase of information accumulation. Clear and overall information is a must.The initial decision is made

26、in stores after comparison. The on-site exhibition can directly affect the consumers opinion. There is recurring measuring while making final decisionAged between 30 and 45, the owner of refrigerator with a harmonious family, higher living standard than others and before, caring about his public ima

27、ge and eager to be respected, easy to be attracted by modern products but lack of judgement,wishing to be told the real benefit, regarding dinner as an important part of life, too busy to go to markets frequently, is after richer variety of food, taking refrigerator as his partner of enjoying the li

28、fe.Communication Target DescriptionBrand Definition The difference with former brand definition: Former: self-centered, taking pride in giving as honor, someone who is too far from consumers, an intangible idol Current: keeping in touch with you, an indeed friend He is a versatile engineer and inven

29、tor with rich experience, an easy-going man in real life of 40 years old. Friends or neighbors like asking him for help while in trouble. He always introduce you the latest technology, and teaches you how to recognize and use the most advanced living appliance. A precious consultant of your life.Pro

30、duct ConceptProduct ConceptConsumers needs Fridge -flexible shelves, good use of space -smell not mixed 不串味 -some small tightly-sealed trays/boxes/drawers needed for some specific issues 需求小的密封盒/抽屜 -removable and washable rubber ring 可裝配門封條 Freezer -separate transparent drawers 透明隔離抽屜 -fast-freezing

31、 速凍 -ice-making 制冰The new Siemens RF fully meets the various storage needs of consumers Source:AC Nielsen Siemens-Delicate design from inside out-Unique and practical functions-ECP -LED -Memory alarmCompetitorHaier- power-saving-No-frost-CFC-free-fresh-keeping-Health-Nutrition Consumer28- 45 old，hou

32、sehold income per month above RMB2500,they care more about the function, price,capacity. Be concerned about after-sale service,the attraction of brand to them is merely a supplement. They are after a higher life.An intellectual RF with elaborate design everywhere處處設計精到的智能冰箱Product Core ConceptCommun

33、ication StrategyKey Issue in CommunicationHow to prompt Haiers consumers change brand in store?如何促使Haier的消費者在店頭轉(zhuǎn)換品牌？ Communication StrategyRole of communication Use brand to spur salesThe former brand definition is intangibleFar from the consumersCompared to Haier, Siemens electric appliance is not

34、well-known enough Long term is required to set up a brandReinforce the brand awareness purelyThe Ad effect will be neglected in peak sales seasonHigh Ad investment with low effectUnable to convey the message consumers really care aboutUnable to assure the consumers on the after-sales serviceFocus ma

35、inly on SP Consumers hold a negative view towards the promotion utterly for sales. Promotion takes low effect for large electrical appliance like RF. It will eventually fall into the low-price competition, and will fail to support itself at the high-price market.Haier can respond swiftly.The weak po

36、int of product is concerned.Directly face our target，thrust out our unique leading products,accumulate advantage and break through the Haier product frontline,get onto the ideal buying list of consumers.直接面對目的對象，全面推出產(chǎn)品英雄,進入消費者購買清單集中優(yōu)勢突破海爾的產(chǎn)品陣地Communication StrategyFace to Face Communication 面 對 面 的

37、溝 通The careful consideration of each detailGet onto the buying list directlyInfluence the decision process and induce trialQuality guarantee and after-sales service promiseHow to prompt Haiers consumers change brand in store?如何促使消費者在店頭轉(zhuǎn)換品牌？Communication StrategyWhere are we? (Consumers current recog

38、nition towards SiemensSiemens makes frige? Never heard of it, probably RMB 1000 higher than Haier. Only the rich can afford. Who is in charge of the after-sales service? Its too far from my life. As a matter of fact, refrigerators function similarly and Id rather choose Haier. Its better than the av

39、erage and my colleagues also bought Haier. I heard that the after-sales service of Haier is pretty good. Though its a bit more expensive, I can afford it.I feel safe with it. And it is also noble enough. Communication StrategyWhere are we going?(The expected feedback through Ad campaign )Now I know

40、what a good fridge is like. German technology is considerate, advanced and practical. The interior components are all movable and combinable. Drawers are transparent. After power failure, it tells me the to what extent my food has gone bad. The temperature control is on the outside and computerized.

41、the design is so elaborate that the quality must be reliable. Haier seems to lack something. Its great if I have such a refrigerator at home. Id like very much know the price.Core benefitCore benefitElaborately designed intellectual refrigerator SupportSupport-ECP智能溫控-LED display-Memory alarm-Elabor

42、ate design from outside to inside ContributionsRemarkable performance,Just what you want.Expected feedbackSIEMENS refrigerator consider my need elaborately , I will sure go to the store to have a lookThe ButtonSeeing is believing眼見為實MediaPR Hotline of service -Good communication and consultation- In

43、troduce the function, provide the buying guide-Create target consumers archive Face to face communication 面對面的溝通 -Use print as core media, mix HP with FP-Large on-site poster to inform the going on sale-On-site light-box as a long-term reminder-Large number of soft Ad-Through R600a, publicize the en

44、vironmental protection of Siemens-The IT RF in the 21COn-site exhibitionDemonstrationOn-site activitiesAfter-sales service-Show product advantage-Show the High-tech-Create an atmosphere for Communications-Guidance name card-Guidance presentation-function demonstration-Q&A-Product exhibition-“Take a

45、look and make a comparison -choose the Siemens life-share the Siemens life-after-sales service promise-after-sales service card-hotline Urge the consumers to enter the stores, seeing is believing, and choose Siemens from their ideal buying listCommunication StrategyThe expected consequence:Id rather

46、 buy Siemens than HaierPromotion PlanPromotion PlanPromotion plan 1: Product demonstration-take a look and make a comparison Objective:Obtain consumers interest right in the store, introduce the unique functions of Siemens Refrigerator.Place:Stores with nice product displays in big citiesTimeweekend

47、s all year around after product launchingDescription:After demonstration by sales girls, consumer spin the wheel of fortune and read out the result, then he will be given some souvenirs.SIEMENS西 門 子 冰 箱出色表現(xiàn)，如他所愿西 門 子 冰 箱出色表現(xiàn)，如他所愿SIEMENSPromotion PlanPromotion plan 2：choose the Siemens lifeRole of pr

48、omotion planIt must be consistent with the brand definition of Siemens refrigerator, able to show the impact of Siemens as an international brand and relieve peoples resistance towards promotion.To avoid any fast reaction on competitors side.The prizes for the promotion must be able to show the bond

49、s between Siemens refrigerator and the modern life in the west so as to trigger off the participants longing that kind of noble life. Promotion PlanPromotion plan 2：choose the Siemens lifePromotion objective To influence the target consumers decision-making in the buying process,so that they choose

50、Siemens instead of Haier.Promotion targetInquirers at POS with purchase intent Time April 15,1999-July 31,1999Place25 major cities 200 points of salesPromotion PlanDescription:In stores with good product display , Siemens sales girl explains and demonstrates aiming at consumer with purchase intent.A

51、s to consumers without immediate purchasing decision, give a package of Siemens refrigerator information. Total volume is 500,000 units.Customers who mail back lottery ticket, with evaluation of sales girl, before given date, will have chance to get award.In August, among customers, the election of

52、the best sales girl.Promotion PlanContent of information packageSiemens refrigerator information bagA letter with Dr.Gutberlets signatureSiemens refrigerator hand-outThe refrigerator lottery ticket and comment on sales girls Siemens refrigerator VCD Siemens refrigerator sales girl name card .Target

53、audience enter display areaService girl explain and demoScreeningGive information setElect best service girlRead informationPurchaser Audience without purchase intentionAudience with purchase intentionMail backLucky drawPromotion procedurePromotion PlanActivity evaluation A large-scale campaign shou

54、ld be launched when the product is put on market. The large scale itself may also play big roles in the secondary cities without the support of advertisement.The expected rate :15-20% rate of reclamation with a total of 85000 people.Make the issuing rate and the recovering rate as the dual evaluatio

55、n standard, including a shopping guide award set for sales girls with the judgement and evaluation from buyers, so to guarantee the effectiveness of the activity as well as improve service provided by the sales guides.Promotion PlanMarket share of Haier, from Jan to Oct,1998SP1What to do?Source: LIN

56、K SurveyPromotion PlanMain objectiveEnhance sales volume in off-season ；produce the WOM。TargetSiemens owners and their friends intending to buy refrigerators PeriodAugust 15,1999-October 5.1999Region:Top 20 cities (based on sales volume) in the first phasePromotion plan 3: Share the life of SiemensP

57、romotion PlanPromotion plan 3: Share the Siemens lifecontentsSend every Siemens user from the consumers archive a letter with the name of “Siemens Home of Service based on the consumers archive. The total：200,000 (including the washing machine users -100,000。The letter includes:One thank-you letter

58、with Mr. Gerkes signature A “Share the Siemens life coupon (values Rmb 200An opinion-soliciting cardConsumers can enjoy RMB 200 discount with the coupon in designated stores and can also participate in the lottery-drawing with the “member-get-member person.Promotion procedureHome of service Receive

59、the letterCoupon deliveredPurchaseFeed back andlotteryMail back to HOSWOMAnalysis and evaluationPromotion PlanPromotion plan 4: Super market contactBackground:A supermarket is the very place that our target audience go, where we can contact them in an effective way.Objective:Develop the store right

60、to the consumers home, shorten the process of information collecting and purchase.Method:Have joint direct sales with the largest supermarket systems in each city.Choose large supermarkets located in high-class communities.Put up posters and hand out leaflets in supermarkets.Advise the target consum