醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義

WhatIsTheBrand“Means”And“Is”?

品牌“意義”和“個(gè)性”是什么

Whatthebrand“means”iswhatabrandgetscreditforintheeyesofconsumers—itsreputationacrossanumberofkeydimensions.品牌“意義”是指一個(gè)品牌在消費(fèi)者心目中產(chǎn)生印象——即該品牌在幾個(gè)層面上聲譽(yù)。Whatthebrand“is”ishowwewoulddescribethebrand’sdominantpersonalitytraits—generallythosethatcorrespondtoitsprincipalmeanings.品牌“個(gè)性”那些與品牌意義相對(duì)應(yīng)特征。1英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第1頁(yè)WhyTheNeedForABrandFootprint?

為何需要品牌印記？Moreandmoremarketersarelookingfornewgrowthbyleveragingthepoweroftheirbrandnamesintonewterritories.GlobalBrandsarebeingbuiltthroughexpansionintonewgeographies.“Megabrands”or“Hyperbraands”arebeingestablishedacrossmultipleproductorservicecategories.

愈來(lái)愈多行銷人利用具牌力量進(jìn)入新領(lǐng)域，以創(chuàng)造新成長(zhǎng)。全球品牌因?yàn)轭I(lǐng)域擴(kuò)張而建立起來(lái)；“大品牌”或“超級(jí)品牌”則是因跨越多項(xiàng)產(chǎn)品或品類而被建立。

2英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第2頁(yè)WhyTheNeedForABrandFootprint?

為何需要品牌印記？Thisexpansionputsrenewedfocusontheneedtoprotectbrandequity.

這種擴(kuò)張及延伸，讓我們必須重新重視并保護(hù)品牌資產(chǎn)。3英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第3頁(yè)WhyTheNeedForABrandFootprint?

為何需要品牌印記？Asbrandsareexpanded,therearepressuresofdilutionthatstemfrom:伴隨品牌擴(kuò)張，使品牌有被稀釋危機(jī)，這些危機(jī)原因以下：Theneedtoreexpressthebrandinthecontextofnewcompetitivesetsandnewcultures.必須就新競(jìng)爭(zhēng)條件和新文化觀點(diǎn)來(lái)重新表現(xiàn)品牌。4英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第4頁(yè)

WhatAreThreeDimensions?

什么是品牌印記三個(gè)層次TheBrandFootprintreflectsthetruththatmostbrands—especiallypowerfulones—aremultidimensional.Theycontainmeaningsandassociationsthatarebuiltovertime.品牌印記所反應(yīng)一項(xiàng)事實(shí)是：大部分品牌—尤其是大品牌——都是多層次。它們包含了長(zhǎng)久建立意義和聯(lián)想。5英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第5頁(yè)HowMuchofAFutureVision?

品牌印記遠(yuǎn)景怎樣？ThebrandFootprintismorethanaconsumer-basedtool.Itneedstoincorporatethethinkingofthe“brandowners”regardingthefuturecourseofabrand.

品牌印記不只是一個(gè)消費(fèi)者對(duì)品牌看法，它更須考慮到把這個(gè)品牌“品牌擁有者”對(duì)該品牌未來(lái)看法。6英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第6頁(yè)HowMuchofAFutureVision?

品牌印記遠(yuǎn)景怎樣？Forestablished,dominantbrands,theFootprintwillinevitablybebuiltaroundexistingpositiveassociationsofheavyusersofthebrand.HeretheprimaryroleoftheFootprintistoexpressthesemeaningssoeveryoneisinsyncwithwhattoprotectandwhattoleverageasthebrandisexpanded.對(duì)已建立起來(lái)領(lǐng)導(dǎo)品牌而言，印記當(dāng)然是建筑在當(dāng)前重級(jí)使用者對(duì)此品牌看法。這種情形下，印記主要角色是把這些意義表示出來(lái)，讓每個(gè)人同時(shí)都知道當(dāng)這個(gè)品牌擴(kuò)張或延伸時(shí)，要保護(hù)什么，以及利用什么品牌價(jià)值。7英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第7頁(yè)HowMuchofAFutureVision?

品牌印記遠(yuǎn)景怎樣？Forsomebrands,however,theremaybeaneedtoaddmeaningoradjustexistingmeaningstoallowforexpansionorsimplytomakethebrandmoredynamic.對(duì)一些品牌來(lái)說(shuō)，可能必須增加意義或調(diào)整原有意義，以利于擴(kuò)張或只是讓該品牌變得更具時(shí)代性。8英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第8頁(yè)HowMuchofAFutureVision?

品牌印記遠(yuǎn)景怎樣？Ultimately,thefinalbalancebetweenexistingvs.desiredmeaningsisastrategicdecision—builtonthebrand’sconsumertruthandadjusted,whereneeded,toprovidethevisionandinspirationforfuturegrowth.

最主要是，平衡這個(gè)品牌現(xiàn)存意義及理想意義，就是一項(xiàng)策略性決定。即建立在該品牌消費(fèi)者真實(shí)面上，并加上必要時(shí)調(diào)整，方便為該品牌未來(lái)成長(zhǎng)之要求提供一個(gè)遠(yuǎn)景與靈感。9英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第9頁(yè)ExampleForexample,keycreditcardcategorydriversare:thesourceofaspiration,theworldofusage,andthefunctionalroleofthecard. AmexandvisaFootprintsshowhowthebrandsaredistinguishedonthesedimensions:10英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第10頁(yè)ExampleAmericanExpressBrandFootprint

AmericanExpressmeansMembership

TheBusinessLife

TheChargeCard AmericanExpressisProfessional

Worldly

Responsible11英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第11頁(yè)ExampleVisaBrandFootprint

VisameansEverywhere

TheHighLife

TheCreditCardVisaisSociable

Stylish

On-The-Go12英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第12頁(yè)Thesellingstrategy

銷售策略13醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第13頁(yè)WhatIsTheRoleofTheSellingStrategy?

銷售策略飾演角色怎樣？TheSellingStrategyisadisciplinethatissingle-mindedlyfocusedongeneratingbrand-buildingideas.Ideasthatattractbrandcustomersandbuildbrandfranchises.Ideasthatcreatebrand(andmarketplace)dominanceinconsumer’smind.銷售策略是一個(gè)建立品牌概念單一且專注方法。所謂品牌概念是指能夠吸引消費(fèi)者，而且建立品牌忠誠(chéng)度，讓消費(fèi)者產(chǎn)生深刻印象意念。14英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第14頁(yè)WhatIsTheRoleofTheSellingStrategy?

銷售策略飾演角色怎樣？TheSellingStrategycanbeputtoworkatmanydifferentlevels.Atthehighestlevel,itcanbeusedtorevealthecorebrandideathatformstheheartofabrandimagecampaign.ButitcanalsobeusedeffectivelytodevelopSellingIdeasfortheproductsthatcreatecompetitiveadvantageforbrands.

銷售策略可利用于不一樣層次。在最高層次，它可用來(lái)展現(xiàn)組成品牌形象活動(dòng)關(guān)鍵最主要品牌概念。一樣地，它也能夠有效地用來(lái)為不一樣產(chǎn)品或服務(wù)發(fā)展銷售概念，并替品牌創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)。15英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第15頁(yè)WhatIsTheRoleofTheSellingStrategy?

銷售策略飾演角色怎樣？Thus,whilethereshouldalwaysbeasingleBrandFootprinttodefinethebrandessenceinanymarketorregion,therecanbeanynumberofSellingStrategies.ByworkingwithintheframeworkofbrandvaluesestablishedintheFootprint,theybothsupportandleveragethepowerofthebrand.

即使在任何市場(chǎng)或區(qū)域，都應(yīng)該有一個(gè)單一品牌足跡來(lái)定義品牌本質(zhì)，但銷售策略則不限定有幾個(gè)。籍有在品牌足跡所建立品牌價(jià)值架構(gòu)內(nèi)作業(yè)，品牌足跡與銷售策略這二者，也同時(shí)支持并提升了品牌力量。16英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第16頁(yè)TheSellingStrategyModel

銷售策略模式TheSellingStrategyModeliscomposedoffivecriticalcomponents：銷售策略模式是由五個(gè)主要部份所組成：TheBrandPosition品牌位置TheBrandObjective品牌目標(biāo)TheSpecificRoleOfTheAdvertising廣告擔(dān)任角色TheSellingIdeaPlatform銷售概念架構(gòu)TheSellingIdea銷售概念17英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第17頁(yè)TheBrandPosition

品牌位置Theperceptualspacethatthebrandholdsintheconsumers’mindatthebeginningoftheSellingIdeadevelopmentprocess.

銷售概念發(fā)展過(guò)程開(kāi)始之前，品牌在消費(fèi)者心中認(rèn)知地位。18英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第18頁(yè)ExampleExamples:

Brand BrandPosition

Marriott A“vanilla”hotel Motorola Atechnologymanufacturer MasterCard Myothercard19英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第19頁(yè)TheBrandObjective

品牌目標(biāo)Theperceptualspacethatwewantthebrandtooccupyintheconsumers’mind.我們希望品牌在消費(fèi)者心中所占據(jù)認(rèn)知位置。20英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第20頁(yè)ExampleExample:

Brand BrandObjective

Marriott Amemorableexperience Motorola Theleadingbrandinmobilepersonalcommunications MasterCard AcardIfeelgoodabout21英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第21頁(yè)TheSpecificRoleOfTheAdvertising

廣告擔(dān)任角色Theroleoftheadvertisingmayvarygreatlyinscope.Itmayentailafundamentalrestagingofthebrand,theaccentuationofanunder-leveragedelementintheBrandFootprint,theintroductionofabrandorlineextension,oraspecifictacticalresponsetolocalcompetitiveactions.

廣告角色可能有相當(dāng)大范圍差異。它可能負(fù)擔(dān)重新定義一個(gè)品牌任務(wù)、強(qiáng)調(diào)品牌足跡中尚待提升一個(gè)元素、引進(jìn)或延伸一個(gè)品牌?；蚩赡軕?zhàn)術(shù)性地回應(yīng)競(jìng)爭(zhēng)品牌活動(dòng)。22英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第22頁(yè)ExampleExamples:

Brand RoleofAdvertising

Marriott TogetgueststostoptakingMarriottforgranted Motorola Tomake“brand”Motorolaasstrongasitsmarketshare MasterCard Togiveanemotionallybankruptbrandaheart

23英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第23頁(yè)TheSellingIdeaPlatform

銷售概念架構(gòu)ThecriticalelementsweneedtoknowabouttheconsumerandthebrandinordertoconceivetheSellingIdeaanddeveloptheadvertising:為了構(gòu)思銷售概念并發(fā)展廣告，我們需要知道以下與消費(fèi)者及品牌相關(guān)主要元素： A.TheConceptualTarget概念性目標(biāo)客層 B.TheCoreDesire最關(guān)鍵欲望 C.HowTheBrandBestFulfillsTheCodeDesire品牌怎樣最完美地滿足最關(guān)鍵欲望 D.TheCompellingTruth強(qiáng)而有力支持事實(shí)24英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第24頁(yè)TheSellingIdeaPlatform

銷售概念架構(gòu)

A.TheConceptualTarget

概念性目標(biāo)客層The“naturalconstituency”forthebrand:thenaturalgroupingofconsumersboundbyacommonorientationtowardthecategoryand/orthebrand.他（她）們是對(duì)于某一個(gè)類別及/或品牌含有共同傾向而自然形成組合，也是品牌“必定”用戶。25英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第25頁(yè)TheSellingIdeaPlatform

銷售概念架構(gòu)

B.TheCoreDesire

最關(guān)鍵欲望TheCoreDesireisthemostrelevantdesire,need,hope,orfearoftheconceptualtargetthatthebrandcanmeaningfullyaddress.它是概念性目標(biāo)客層最關(guān)切欲望、需求、希望或恐懼，而且是品牌能夠有意義加以處理。26英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第26頁(yè)TheSellingIdeaPlatform

銷售概念架構(gòu)

B.TheCoreDesire

最關(guān)鍵欲望 TheCoreDesirerepresentsthedeepest,mostpowerful,emotionalbenefitthattheConceptualTargetreceivesfromthebrand.關(guān)鍵欲望代表概念性目標(biāo)客層能從本品牌取得最深切、最有力、最富情感利益。27英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第27頁(yè)TheSellingIdeaPlatform

銷售概念架構(gòu)

D.TheCompellingTruth

強(qiáng)而有力支持事實(shí)Thecompellingtruththatprovidesthekeyevidencethatsupportsthebrand’sroleinsatisfyingtheCoreDesireoftheConceptualTargetbothinfunctionandbrand.“無(wú)庸置疑事實(shí)”，在滿足概念性目標(biāo)客層關(guān)鍵欲望時(shí)，品牌所擔(dān)任角色之強(qiáng)而有力支持事實(shí)。28英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第28頁(yè)ExampleCompelling

FunctionalTruthSpecificTruthBrand

Performance“Preventsheartdisease”BayerAspirin

FunctionalTruthSpecificTruthBrand

CompanyValues“WereallycareaboutyouJohnson&Johnsonandyours” BrandMyth “MarlboroCountry”MarlboroCigarettes29英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第29頁(yè)WhatIsASellingIdea?

什么是銷售概念A(yù)SellingIdeaisastrategicconceptthatfocuseseverythingwehavelearnedaboutwhatthebrandneedstomeantoconsumersintoasinglehighlyfocusedstrategicideathatexpressesexactlywhatwewishtheadvertisingtosaytoconsumers.

銷售概念是一個(gè)策略性概念。它將我們所知道一切相關(guān)品牌在消費(fèi)者心中所須達(dá)成意義與印象，集中成一高專注策略性概念與想法，進(jìn)而表示我們希望廣告到底要對(duì)消費(fèi)者說(shuō)什么。30英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第30頁(yè)Examples Brand SellingIdeaCreativeIdea 7-Up“AnOccasionalAlternativetoCola”“TheUncola” Pepsi(1997)“TheOfficialGenerationXCola”“GenerationNext” Microsoft“AccesstoInformation”“Wheredoyouwanttogotoday?”31英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第31頁(yè)1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationToolsFootprintSellingStrategy4.

Brand/ProductCommunicationStrategyBecombion/BecombionVitaminBComplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTactics32英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第32頁(yè)Becombion33醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第33頁(yè)VitaminsMarketOverviewTheOTCmultivitaminsmarketisestimatedtobeRMB269mn(US$33mn)34英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第34頁(yè)P(yáng)roductProfileProductcategory:healthfoodtheorderofproducts(nutrition)mentionedbyconsumers(withaidedorunaided?):Calcium,Codliveroil,Multivitamin,VitC,IronandVitBcomplex.OurConcern:Theyarepossiblyourpotentialcompetitors!!!35英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第35頁(yè)MultiVitBingredients:B1,B2,B3,B6,B12thefunctionsofeveryingredientsabove(pls.refertoclient’sbrieffordetailedinformation)OurConcern:Thefunctionsareslackandlackofconsistence.ProductProfile36英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第36頁(yè)P(yáng)roductform:syrupCurrentlyNoVitBcomplexsyrupisfoundinGZOurConcern:Quitenewproductform;moresuitableforchildrenProductProfile37英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第37頁(yè)GeographicaltargetareaTargetedcities:SZ,GZ,thenrollouttoPRDOurConcern:HigherincomelevelinSZandGZthanotherinlandcitiesFoodsupplementmarketismoremature“Onlyfoodisnotenoughformydailyvitaminconsume”38英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第38頁(yè)SWOT

Strengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodWeaknessrelativelyhighprice(comparedwithlocalproducts;dailycostRMB1.5)promotionsinthehospitalarelimiteddifficulttosumupintooneUSPOpportunitylesscompetition(intermsofVBcomplex)theawarenessofimportanceofvitaminsisincreasingThreatslowpricestrategyoflocalproduct39英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第39頁(yè)Becombion

品牌印記(BrandFootprint)

40醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第40頁(yè)Becombion

品牌意義Becombion意義就是來(lái)自德國(guó)默克復(fù)合維生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion意義就是B族維生素均衡糖漿BecombionmeansVitaminBcomplexbalancedsyrupBecombion意義就是構(gòu)筑兒童均衡發(fā)育基礎(chǔ)Becombionmeansaveryimportantbasisforchildren’sbalancedgrowth41醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第41頁(yè)Becombion品牌個(gè)性Becombion是維生素教授BecombionistheexpertofVitaminBecombion是全方面合理BecombioniscomprehensiveandequitableBecombion是嚴(yán)謹(jǐn)Becombionissevere42醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第42頁(yè)品牌意義Becombion意義就是來(lái)自德國(guó)默克復(fù)合維生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion意義就是B族維生素均衡糖漿BecombionmeansVitaminBcomplexbalancedsyrupBecombion意義就是構(gòu)筑兒童均衡發(fā)育基礎(chǔ)Becombionmeansaveryimportantbasisforchildren’sbalancedgrowth品牌個(gè)性Becombion是維生素教授BecombionistheexpertofVitaminBecombion是全方面合理BecombioniscomprehensiveandequitableBecombion是嚴(yán)謹(jǐn)BecombionissevereBecombion43英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第43頁(yè)Becombion

銷售策略(SellingStrategy)44醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第44頁(yè)Becombion

銷售策略(SellingStrategy)品牌位置：來(lái)自德國(guó)默克復(fù)合維生素B均衡糖漿TheBrandPosition:VitaminBComplexBalancedSyrupcomingfromGermanMerck45醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第45頁(yè)Becombion

銷售策略(SellingStrategy)品牌目標(biāo)：兒童均衡發(fā)育基礎(chǔ)營(yíng)養(yǎng)源TheBrandObjective:TheBasicNutritionResourceOfChildren’sBalancedGrowth46醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第46頁(yè)Becombion

銷售策略(SellingStrategy)廣告角色：向消費(fèi)者傳達(dá)“復(fù)合維生素B與兒童均衡發(fā)育息息相關(guān)”概念TheSpecificRoleOfTheAdvertising:Deliverthemessagethatchildren’sbalancedgrowthiscloselyboundupwithVitaminBcomplex47醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第47頁(yè)Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：A）概念性目標(biāo)客層/慎重母親TheConceptualTarget/CarefulAndCaringMothers48醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第48頁(yè)Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：D）強(qiáng)有力支持事實(shí)(TheCompellingTruth):功效上：中國(guó)市場(chǎng)上唯一糖漿型復(fù)合維生素B產(chǎn)品Function：TheonlysyruptypeforVitaminBComplexInChinaMarket49醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第49頁(yè)Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：D）強(qiáng)有力支持事實(shí):品牌上:默克是維生素C發(fā)覺(jué)者TheCompellingTruth:MerckisthediscovererofVitaminC

50醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第50頁(yè)Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：B）最關(guān)鍵欲望：希望孩子發(fā)育盡善盡美TheCoreDesire/HopeMyKidsGrowPerfectly

51醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第51頁(yè)Becombion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：C）品牌怎樣最完美滿足最關(guān)鍵欲望：Becombion全方面補(bǔ)充維生素B族營(yíng)養(yǎng),改進(jìn)孩子胃口，幫助孩子均衡發(fā)育HowTheBrandBestFulfillsTheCoreDesire：BecombionprovideschildrenwithcomprehensiveVitaminBcomplexnutrition,helpsstimulateappetiteandgrowinabalancedway.52醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第52頁(yè)Becombion

銷售策略(SellingStrategy)銷售概念:構(gòu)筑兒童均衡發(fā)育基礎(chǔ)TheSellingIdea:Becombionhelpstoconstructingthefoundationofchildren’sbalancedgrowth.

53醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第53頁(yè)Becombion

銷售策略(SellingStrategy)創(chuàng)意概念:讓兒童均衡發(fā)育均衡發(fā)育從維B開(kāi)始AdWorks:LetChildrenGrowInaBalancedWay.

54醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第54頁(yè)SevenSeasMultivitaminSyrup55醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第55頁(yè)P(yáng)roductcategory:healthfoodIngredients:basement:codliveroil(fromdeepsea)supplement:VitA,B1,B2,B3,B6,C,D,EFlavor:Orangeflavor(realorangejuice)ProductProfile56英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第56頁(yè)OurConcern:7sMVSismorethantraditionalfishliveroil.ProductProfile57英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第57頁(yè)P(yáng)otentialCompetitorsfor7sMVStheorderofnutritionmentionedbyconsumers(withaidedorunaided?):Calcium,fishliveroil,Multivitamin,VitC,IronandVitBcomplex.58英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第58頁(yè)OurConcern:DifferentfromVitB,thenecessaryoffishliveroilismuchgreaterinconsumers’mind,thoughtheymaybecan’tnameitsfunctionsindetails.Themarketoffishliveroilismoremature.PotentialCompetitorsfor7sMVS59英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第59頁(yè)RealCompetitionThemajorplayersinthemultivitamincategoryare:JuniorTheragan,JuniorCentrum,Kiddi,andScottsIntermofdailycost,7sMVSratedinthemiddleposition.JuniorTheragan--RMB0.85;JuniorCentrum--RMB1.12;Kiddi--RMB4.07/3.20;Scotts--RMB1.317sMVS--RMB1.3860英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第60頁(yè)Consumer’sAttitudeResearchesshowthemajorityofmothersareinterestedinproductconceptGZ:“helpsstimulateappetite”;”containscodliveroil”;”helpsbraindevelopment”SZ:“containsmanyessentialvitamins”;“containscodliveroil”;“helpsinstrengtheningboneissue”61英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第61頁(yè)Thebuyingintentionofproduct:GZ:65.6%;SZ:77.6%Theperceivedprice:aroundRMB62/perbottleConsumer’sAttitude62英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第62頁(yè)GeographicalTargetArea1sttargetcities:SZ,GZ,thenrollouttoPRD2ndtargetcities:SHandBJ(launchedinlate)63英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第63頁(yè)SWOT

Strengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodlessdosagecontainsmanyessentialvitaminsbasedoncodliveroilWeaknessproductfunctionisdifficulttomeasurebrandawarenessislow,can’tsupporttheproductpromotionsinthehospitalarelimitedOpportunity

importedproductwithfairpricetheawarenessofimportanceofvitaminsisincreasingThreatsstrongcompetition(likeSquib,Whitewall)64英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第64頁(yè)SevenSeas

七海

品牌印記(BrandFootprint)

65醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第65頁(yè)SevenSeas七海

品牌印記(BrandFootprint)

品牌意義

七海意義就是來(lái)自深海各種維生素魚(yú)肝油

SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea

七海意義就是抗污染

SevenSeasmeansanti-pollution

七海意義就是可口橙味

SevenSeasmeanstastywithsweetorangeflavor

66醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第66頁(yè)SevenSeas七海

品牌印記(BrandFootprint)

品牌個(gè)性

七海是有益

SevenSeasisbeneficial

七海是健康

SevenSeasishealthy

七海是可愛(ài)

SevenSeasislovely

67醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第67頁(yè)SevenSeas

品牌意義

七海意義就是來(lái)自深海各種維生素魚(yú)肝油

SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea

七海意義就是抗污染

SevenSeasmeansanti-pollution

七海意義就是可口橙味

SevenSeasmeanstastywithsweetorangeflavor品牌個(gè)性

七海是有益

SevenSeasisbeneficial

七海是健康安全

SevenSeasishealthysafety

七海是可愛(ài)

SevenSeasislovely

68英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第68頁(yè)

SevenSeas

七海

銷售策略(SellingStrategy)

品牌位置：來(lái)自深海各種維生素魚(yú)肝油兒童

保健糖漿

BrandPosition:ThedeepseaFishLiverOilHealthSyrupwithmulti-VitaminsForChildrenOnly

69醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第69頁(yè)SevenSeas

七海

銷售策略(SellingStrategy)

品牌目標(biāo)：純凈有益兒童營(yíng)養(yǎng)必要補(bǔ)充劑

BrandObjective:Anti-pollutionAndNaturalNutritionSupplementNecessaryForChildren’shealth

70醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第70頁(yè)SevenSeas

七海

銷售策略(SellingStrategy)

廣告角色：告訴消費(fèi)者七海不是普通魚(yú)肝油

TheSpecificRoleOfTheAdvertising:TelltheconsumerthatSevenSeasisnoordinaryfishliveroil

71醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第71頁(yè)SevenSeas七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

A）概念性目標(biāo)客層：了解魚(yú)肝油母親

TheConceptualTarget：learnedMothersOnFishLiverOilKnowledge

72醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第72頁(yè)SevenSeas七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

B）最關(guān)鍵欲望:希望自己孩子不普通

TheCoreDesire:

“Mychildisnoordinarykid！”.

73醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第73頁(yè)SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

C）品牌怎樣最完美滿足最關(guān)鍵欲望:經(jīng)過(guò)塑造七海不是普通魚(yú)肝油品牌形象來(lái)滿足消費(fèi)者希望孩子不普通心理需求

HowTheBrandBestFulfillsTheCoreDesire:SevenSeassatisfiestheconsumer’spsychologicalneedswhichhopingherkidisnoordinarybybuildingsevenseas“noordinary”brandimage

74醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第74頁(yè)SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

D）強(qiáng)有力支持事實(shí):

功效上:含有各種主要維生素和深海魚(yú)肝油成份

TheCompellingTruth:

Function:HaveTheIngredientsOfMulti—vitaminsAndFishliverOilComingFromTheDeepNorthSea

75醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第75頁(yè)SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

D）強(qiáng)有力支持事實(shí):

品牌上:來(lái)自德國(guó)默克

TheCompellingTruth:

Brand:FromGermanMerck

76醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第76頁(yè)SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念：不普通魚(yú)肝油

TheSellingIdea:

NoOrdinaryFishLiverOil

77醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第77頁(yè)SevenSeas

七海

銷售策略(SellingStrategy)

創(chuàng)意概念：七海寶寶更出眾

TheCreativeIdea:

Outstandingsevenseas，outstandingkids

78醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第78頁(yè)DrFreemanCough&ColdSyrupforChildren79醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第79頁(yè)Cough&ColdMarketOverviewThemarketishuge:RMB876mn(98’)80英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第80頁(yè)

圖示結(jié)論：1、不論男性被訪人群,還是女性被訪人群感冒前絕大多數(shù)人都有感冒前兆或感冒癥狀2、其中有輕度癥狀者占絕大多數(shù)，男性為59.5%,女性為60.0%3、能夠推斷——幾乎全部些人感冒前都有或多或少癥狀SettingsofConsumptionbytheWholeSample:

Number：511GenderGroup：16----60SOURCE:IMI81醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第81頁(yè)

LocationofBuyingColdMedicineBytheWholeSample:Number：510GenderGroup：16----60歲MultipleAnswers,sopercentmayextra-100%圖示結(jié)論：1、70.7%男性以及72.4%女性會(huì)在藥店購(gòu)置感冒藥,所以可推斷——不論男性還是女性，購(gòu)置感冒藥首選場(chǎng)所均為藥店,其次為醫(yī)院或診所2、男女消費(fèi)者在購(gòu)藥場(chǎng)所選擇方面性別差異不大SOURCE:IMI82醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第82頁(yè)

TheHabitofKeepingColdMedicineatHome:Number:624Say“Yes”:508Say“No”:116圖示結(jié)論：81.4%被調(diào)查家庭在家中備有感冒藥,只有18.4%被調(diào)查家庭沒(méi)有此習(xí)慣,所以可推斷——感冒藥是大多數(shù)家庭日常必備藥。SOURCE:IMI83醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第83頁(yè)Rankingoftheidealbrandsorkinds84英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第84頁(yè)WhichSeasontoPronetoCatchColdThePeakSeason:winter;spring;theinterimbetweentheseasons85英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第85頁(yè)Itfunctionsincoughandcoldanduptonow,nootherproductsclaimtohavethesetwofunctionsonly.Inthemarketofcoughsyrupandcough&cold&feversyrup,wehavekeycompetitorsasbelow:coughsyrup:IsedylfromUnitedLaboratory;JinMinChildrensyrup,ShenquCoughSyrupandTaijiCoughSyrupcough&cold&feversyrup:Tylenol,Bufferin,XiaobaiProductProfile86英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第86頁(yè)OurConcern:DrFreemanCough&ColdSyrupforChildrenaimsattheearlystageofcold;DrFreemanisthesub-brandofmerckonlyforseriescough&coldproducts.87英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第87頁(yè)SWOT

StrengthLowPriceUniqueFormulaGoodqualityWeaknessnobrandawarnesstosupporttheproductOpportunity

Concentrateeffectontheearlystageofcoldlargecold&coughmarketCompetitivevoiceisnotnoiseinSandongwelldevelopedretailenvironmentThreatsstrongcompetitionStrictregulatorycontrolonA&Pactivities88英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第88頁(yè)

Dr.Freeman

品牌印記(BrandFootprint)

89醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第89頁(yè)

Dr.Freeman

品牌印記(BrandFootprint)

品牌意義

Dr.Freeman意義就是來(lái)自德國(guó)感冒藥

Dr.FreemanmeansafludrugfromGerman

Dr.Freeman意義就是醫(yī)生推薦使用

Dr.Freemanmeansdoctor’srecommended

Dr.Freeman意義就是治療兒童傷風(fēng)和咳嗽糖漿

Dr.Freemanmeansacold&coughsyrupforchildren

90醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第90頁(yè)

Dr.Freeman

品牌印記(BrandFootprint)

品牌個(gè)性

Dr.Freeman是感冒藥教授

Dr.Freemanistheexpertoffludrugs

Dr.Freeman是可信

Dr.Freemanisreliable

Dr.Freeman是認(rèn)真負(fù)責(zé)

Dr.Freemanisconscientious

91醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第91頁(yè)Dr.Freeman品牌意義

Dr.Freeman意義就是來(lái)自德國(guó)感冒藥

Dr.FreemanmeansafludrugfromGerman

Dr.Freeman意義就是醫(yī)生推薦使用

Dr.Freemanmeansdoctor’sendorsement

Dr.Freeman意義就是治療兒童傷風(fēng)和咳嗽糖漿

Dr.Freemanmeansacold&coughsyrupforchildren

品牌個(gè)性

Dr.Freeman就是感冒教授Dr.Freemanistheexpertoffludrugs

Dr.Freeman是可信

Dr.Freemanisreliable

Dr.Freeman是認(rèn)真負(fù)責(zé)

Dr.Freemanisconscientious

92英揚(yáng)?傳奇CC&E醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第92頁(yè)

Dr.Freeman

銷售策略(SellingStrategy)

93醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第93頁(yè)

Dr.Freeman

銷售策略(SellingStrategy)

品牌位置：溫和有效治療兒童傷風(fēng)咳嗽糖漿

BrandPosition:ASyrupForMildlyAndEffectivelyRelievingChildren’sCold&Cough

94醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第94頁(yè)

Dr.Freeman

銷售策略(SellingStrategy)

品牌目標(biāo)：感冒藥教授

BrandObjective:TheExpertOfFluDrugs95醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第95頁(yè)

Dr.Freeman

銷售策略(SellingStrategy)

廣告角色：傳達(dá)即治療發(fā)燒前感冒癥狀非常主要

TheSpecificRoleOfTheAdvertising:DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGettingFever

96醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第96頁(yè)

Dr.Freeman

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

A）概念性目標(biāo)客層:細(xì)心父母

TheConceptualTarget:

CarefulParents

97醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第97頁(yè)

Dr.Freeman

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

B）最關(guān)鍵欲望/周到

TheCoreDesire/Considerate

98醫(yī)療行業(yè)企業(yè)品牌的意義和個(gè)性講義第98頁(yè)

Dr.Freeman

銷售策略(SellingStrategy)

銷