法斯通沟通策略FastumTVC提案【家居】

1、法斯通沟通策略Fastum Communication Strategy 市场目标 Marketing Objective通过高识别度的TVC迅速提高法斯通品牌认知度Through high degree of recognition by TVCrapidly improve the Fastum brand awarenessAverage annual growth close to 10 %单位：亿Unit : Billion 中国镇痛类药物市场增长迅速，年平均增长近10%，到2017年将达到近36亿 Chinese analgesic drugs market is growing

2、rapidly, the average annual growth of nearly 10%, and by 2017 will reach nearly 36 billion RMB.中国疼痛市场分析Analysis of Chinese Analgesic Drugs Market Analgesic products market capacity has been expanded year by year法斯通进入中国20年，进入中国OTC市场两年To enter the China 20 years, entered the China OTC market two years

3、来自意大利的品牌，在欧洲有着40年的历史，被中国运动员广泛使用Brands from Italy, has a history of 40 years in Europe, widely used by Chinese athletes快速取得疼痛类药物市场份额quickly gets share in pain drugs market.品牌概况 Branding Status品牌阶段 Brand Stage作用作用Effect扶他林扶他林Voltaren云南白药云南白药Yunnan Baiyao法斯通法斯通Fastum品牌认知品牌认知Awareness品牌识别品牌识别Recognition

4、品牌延展品牌延展Extension品牌阶段品牌阶段Stage美誉度美誉度reputation忠诚度忠诚度loyalty认知度认知度awareness认知度认知度awareness美誉度美誉度reputation忠诚度忠诚度loyalty目标消费群体了解产品及品牌的初级阶段Target consumer groups to understand the products and brands of the primary stage区别于其他竞品的阶段，有明确的品牌个性Different from other competing goods stage, clear brand personal

5、ity品牌影响力的延伸，覆盖到新的产品上Extending the brand influence to cover new products通过调查，关节疼痛已经成为中国最主要困扰疼痛人群的病症反应，其中有近70%的人群经受着不止一种疼痛的折磨；According to omnibus, Joint pain are the most prevalent pain in China and nearly 70% people claim more than one pain. 疼痛药品的市场在中国持续增长，调查显示，每年在这方面医疗支出将超5亿美元；Analgesic market in C

6、hina is blooming. As estimated, total sales volume of topical analgesic market will hit 500M USD. 治疗疼痛的药品通常分为：片剂、油膏、油、喷雾剂；Based on various formulation, topical pain reliever can be divided into patch, ointment, spray, gels and etc.最近调查显示，在治疗疼痛类药品中，中国有80%的市场份额被中药类药品瓜分，其中最受欢迎的有：云南白药、斧标正红花油（西药品牌中扶他林销量最

7、高）；Currently, the market is dominated by TCM which occupy 80% market share in China. The best selling TCM is Yun Nan Bai Yao(云南白药) and Fubiao Zheng Honghua Oil（斧标正红花油）.Votaren (扶他林) is the best seller among all foreign brands.通过调查，西药和中药也常常一同作为治疗疼痛的药物被同时使用，40%的人会采取这种做法。While as omnibus indicates, peo

8、ple do use foreign brands with TCM to relieve pains. Within two brands users, more than 40% will mix western and TCM brands. 2012 Synovate.All rights reserved. Contains Synovate Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Synov

9、ate.从市场现状上看 Marketing Situation品牌信任Brand Trust价格 Price使用习惯 Using Habits推荐Recommend 2012 Synovate.All rights reserved. Contains Synovate Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Synovate.从竞争品类上看 Competitor疼痛类药品市场份额被国产西药品牌（扶他林

10、、芬必得）和中药品牌（云南白药、斧标正红花油）长期大量占领； Pain drugs market share of domestic brands by Western Medicine (Voltaren, Fenbid) and traditional Chinese medicine brand (Yunnan Baiyao, Zhenghonghuayou) a large number of long-term occupation;调研显示，最多使用法斯通的消费者是35岁以上的妇女和年长男性，较少被年轻的消费者选用； Research shows that most consume

11、rs use Fastum over the age of 35 women and older men, less choosing by young consumers;虽然法斯通进入中国已经十多年，但是消费者对品牌的认知度依然不高。 Although Fastum enter into China has more than 10 years, but the brand awareness is still not high.目前品牌遇到的主要问题 Problem 消费者不熟悉Unfamiliar brand 未列入医保Not included in medical insurance

12、同等质量外包装较小The same quality but the package is smaller价格贵10元左右More expensive about 10 YuanAdvantage优势机会OpportunityThreat无色透明清香 Colorless transparent fragrance凝胶易于吸收The gel is easy to absorb抗炎止痛双重治疗heal the inflammation and relieves pain进口意大利品牌，欧洲40年历史Imported brand from Italy and long history in Europ

13、e中国疼痛类药品市场巨大 Large analgesics market in China.一般认为西药的进口药品比较好 Generally believed that the imported drugs is better患者在目前用药无法满足需求的情况下，愿意尝试新的药品 Respondents are mostly willing to try a new product for they have some unmet needs to their current products.同属西药止痛药品，扶他林品牌认知较高Voltaren is dominant within weste

14、rn analgesics and people are familiar with it.针对扶他林SWOT分析 SWOT Analysis威胁Disadvantage劣势中国消费者对中药更加认可China consumers more recognition of traditional Chinese Medicine凝胶配方易造成误解Unfamiliar formulation of gel which cause misunderstanding一般认为会有副作用Generally there will be side effectsAdvantage优势机会OpportunityT

15、hreat快速吸收、清新的感觉 Fast absorption，Refreshing feeling治疗炎症效果好Pertinent to Inflammation factors which fits respondents believing their pain caused by inflammation well.携带方便，使用方便Easy to carry, easy to use中国消费者对进口药品印象不错 China consumers a good impression on the imported drugs患者在目前用药无法满足需求的情况下，愿意尝试新的药品 Respo

16、ndents are mostly willing to try a new product for they have some unmet needs to their current products.消费者能够负担得起的价格 Consumer are affordable for the price中医药在中国的牢固形象，使用者对中医药的长久信赖TCM market is well established image in China and TCM users are mostly loyal to their products.若法斯通无法满足用药人群需求，会遭到立即放弃Peopl

17、e may drop Fastum immediately if it havent meet their requirement. 针对TCM SWOT分析 SWOT Analysis威胁Disadvantage劣势1.品牌：进口西药Brand:Imported Western Medicine针对扶他林/VS Voltaren ：法斯通是纯进口西药，可充分利用消费者对进口的美好联想Fastum is a pure importer of Western, consumers can take advantage of the good imported Lenovo2.产品：气味清新;去除

18、关节疼痛及炎症效果强Product: smell of fresh; Remove joint pain and inflammation effectively针对云南白药/VS Yunnan Baiyao：中药成分有刺鼻的气味，法斯通则无色无谓气味清香Chinese medicine has a pungent odor, Fastum is colorless unnecessary fragrance西药有疗效快的心智关联Western fast effect associated mental竞争中的相对优势Superiority in Competition中药VS西药 TCM V

19、S WM 中药在中国历史悠久，国人心中根基牢固，副作用少。对西药的认知是疗效快，便于携带。TCM has historical and solid mass foundation in China due to long history and little side effects. WM is acknowledged for it fast onset and easy usage. 目标深入病灶根部目标深入病灶根部Target to the root of the pain副作用小，对身体伤害少副作用小，对身体伤害少Less side effect Less likely to do

20、harm to the body调节人体健康，适合长期使用调节人体健康，适合长期使用Gradually adjust the human health Suitable for long-term use历史悠久，值得信赖历史悠久，值得信赖Long history and trustworthy缓解疼痛效果好缓解疼痛效果好Good efficacy to relieve pain快速起效，适合快速缓解症状快速起效，适合快速缓解症状Rapid onset Suitable for rapid relief of symptoms携带方便，适用于工作场所和外出携带方便，适用于工作场所和外出Easy

21、 to carry Suitable for using at workplace and out going抗炎作用，适用于炎症痛抗炎作用，适用于炎症痛Function of anti-inflammatory，suitable for inflammation pain药味重，会影响到周围的人，对身体无害药味重，会影响到周围的人，对身体无害Strong TCM smell, which may arise discomfort to people around -Less likely to do harm to the body皮肤过敏、瘙痒皮肤过敏、瘙痒Skin allergy and

22、 itching治愈慢治愈慢Slow onset可能存在副作用可能存在副作用Worried about possible side effects不适合长期使用不适合长期使用Not suitable for long-term usage贵，但不一定有效贵，但不一定有效Expensive, not cost-effective比中药见效快比中药见效快Efficacy may be not as good as TCM不喜西药，特别针对片剂和油不喜西药，特别针对片剂和油Just dislike Western medicine, especially among patch and oil us

23、erTCMWM中西药品类 Category of MedicineAdvantage优势Advantage优势Disadvantage劣势Disadvantage劣势对于治疗疼痛，进口西药同样好的认知，是本阶段品牌沟通另一关键For the treatment of pain, awareness of imported medicine is equally good at this stage that is another key in brand communication.我们面临的疼痛药品目前对消费者而言，是属于低涉入但高参与的快速消耗药品类。我们从竞争地图上不难看出消费者著眼点在

24、于信任与价钱上。而恰恰消费者认定治疗疼痛药品中中药是最好的选择。面对无副作用、治标更治本等訴求，更加巩固了信任的基石。西药虽然疗效快，但有副作用的影响一直是国人用药的顾虑。Currently pain medicines for consumers is part of the rapid consumption of the drug class of low involvement but high participation. We can easily see from the map on the competition focus is on consumer confidence

25、 and price. But the consumer finds drugs in the treatment of pain medicine is the best choice. Faced with no side effects, symptoms and other more radical demands, further consolidate the foundation of trust. Although the efficacy of Western fast, but Chinese always concerns about the impact of side

26、 effects of medication.进口西药治疗疼痛的介入是开拓了新的诉求，需要寻求切入市场的方法。但是在30元以上的治疗疼痛的药品市场里，西药品牌不占优势。Import medicine to treat pain intervention is opening a new appeal, need to find ways entering into the market. However, more than 30 RMB of the pharmaceutical market in the treatment of pain, Western brands are not

27、dominant.因为买药品时,是先出现品牌然后才出现品类，所以消費者对品牌印记确实构筑了市场的壁垒。消費者对例如云南白药之类的品牌印记有着深厚的信任，但也为此对其他品牌的信任度保持着一定的距离，所以在针对云南白药这样的竞争对手，我们认为：Because when you buy drugs, is to appear brand before appears category, so consumers really build a brand imprint market barriers. Consumers, for example, like Yunnan Baiyao brand

28、imprint has a deep trust, but also do this to maintain a certain distance to trust other brands, so in this way for Yunnan Baiyao competitors, we believe that:找出消费者心中对进口西药品牌的抗性Identify the minds of consumers of imported Western brands resistance我我们进们进行了一行了一场场为为何不何不选择法斯通选择法斯通原因的原因的讨论，结论如下：讨论，结论如下：We

29、carried out a why not Fastum a discussion, the following conclusions:过滤Filtration表征Characterization潜藏Hide不知道法斯通是什么产品do not know what Fastum is没看到法斯通这个产品did not see Fastum product 不相信西药治疗疼痛Do not believe in Western medicine to treat pain不确切的理性诉求Imprecise rational appeal不需要此类别功效This category does not

30、require efficacy没想到我需要Did not think I need常用一种牌子的药One kind of drug commonly used brand法斯通是药品还是企业名称a drug law or business name我选择时总是先考虑云南白药等品牌Im always the first choice when considering other brands of Yunnan Baiyao这问题我想我会去看医生这比较安心That question I think Ill go to the doctor this comparative ease我经常会有疼

31、痛但我不认为很重要I often have pain but I do not think is very important疼痛用中药治疗比较好，无副作用Pain treatment with traditional Chinese medicine is better, no side effects疼的时候一般休息一会就过去了，到终端总是被其它品脾（扶他林）所吸引When pain is generally a break passed,to the terminal are always other products spleen (Voltaren) attracted我有其它同类药

32、品可以选择，而且我比较关心其它的好处I have other similar drugs to choose from, andI am more concerned about the other benefits认知度 Awareness认知度 Awareness信任度Trust认知度 Awareness信任度Trust诱因Incentives信任度Trust品牌认知度Branding Awareness解決消费者心中对法斯通的品牌抗性resolve consumer Fastum brand resistance认知度是消费者心中对法斯通品牌形象的思维基础表征，我们必须放大品牌作用力进一

33、步扭转到法斯通产品本身上Consumer awareness is the thinking foundation on branding characterization, we must enlarge the brand further torsional force to Fastum on the product itself西药Western medicine民俗的Folklore炎症的Inflammation口耳相传Word of mouth非重視的Non-attention时效性Timeliness质疑的Questioned价值匹配Value match认知障碍认知障碍Obst

34、acle品牌形象Brand Image扭转扭转Turn round欧洲40年历史Europes 40-year history进口的Imported疼痛的Painful经验的Experience双倍疗效的Double efficacy缓解的Remission可信赖的Reliable进口药不错的Good imported drug将法斯通药品的功能表诉具象，是本阶段品牌沟通的关键之一Fastum function figurative is one of the key at this stage of brand communication在中西对抗的疼痛药品牌之战中，West confron

35、tation in pain medicine brands of the war,我们发现各家疼痛药品均是提出药品表象效用诉求如药品功能来进攻市场，We found that each drug pain medicines are made demands such as the appearance of the utility function to attack the drug market,更或是采用被动的品牌文化诉求, More or passive brand culture demands,并沒有沒有与与消消费费者者潜潜藏內心的需求藏內心的需求产产生生联动联动。no gen

36、erating linked the hidden inner needs in consumer.两则图直观看出，法斯通外包装更加国际化。Fastum packag is more International.包装 Package关节专家关节专家 Joint Expert（沟通时不出现专家等法务问题名词及形象）(nouns and image of expert forensic problems do not arise when communication)产品定位 Product Position快速fast有效effective去痛take away the pain 进口impor

37、ted渗透、吸收 penetration, absorption针对炎症、深入病灶 aimed at inflammation, deeper lesions肌肉关节 muscles and joints源自意大利，欧洲进口 from Italy, the European imports在传播上，目标消费人群为30-50岁的疼痛病症患者人群。In communication, the target consumer groups is 30-50 years old pain syndrome patients普通大众首选进口类疼痛治疗药品普通大众首选进口类疼痛治疗药品The general

38、 public choice import pain drug treatment将会以普通大众使用的治疗疼痛类药品形象露出将会以普通大众使用的治疗疼痛类药品形象露出Image will exposed in the general public using class of drugs to treat pain品牌传播人群 Transmission Group他们，他们，处在人生奋斗期，家庭、工作、学习等生活压力巨大，长期压力得不到缓解或不良的生活习惯会导致各种关节疼痛的发生。TheyIn the struggle of life, family, work, study and so t

39、remendous pressure, long-term pressure not ease or bad living habits will lead to the occurrence of various Joint pain.40年历史的、年历史的、 40 years history高端的、高端的、 high-end高科技的、高科技的、 high-tech进口的、进口的、 imported快速有效的快速有效的 fast and effective传播通调 Brand Tone关节、炎症关节、炎症 Joints & Inflammation消炎去痛消炎去痛Anti-infla

40、mmatory pain沟通信息 Key Message安全、不含防腐剂、副作用小安全、不含防腐剂、副作用小Safe, free of preservatives, side effects抗感染和治疗疼痛的双倍疗效抗感染和治疗疼痛的双倍疗效Anti-inflammatory and pain treatment double efficacy 快速、有力的渗透到目标位置快速、有力的渗透到目标位置Fast, strong penetration to the target position沟通信息-理性层面Message in Rational 法斯通是那么清凉、透明清凉、透明、完全摆脱疼痛束

41、缚。 Fastum is so cool, transparent, completely free of pain and bondage.她能够让疼痛迅速缓解迅速缓解。 She was able to make rapid pain relief.一想到到她，清爽的感觉瞬间到来，直达心底。 The thought of Fastum, instantly refreshing feeling coming through my heart.她安全、放心安全、放心，重新唤起我内心的活力。 Fastum was safe, secure, renewed vigor in my heart.她

42、抗炎止痛的双倍疗效双倍疗效，让我从疼痛的麻木中清醒。 Fastum s double-inflammatory analgesic efficacy, let me wake up from the numbness of pain.让我以轻松快乐的心情重拾好状态重拾好状态。 Let me relaxed and happy mood regain good state.沟通信息-感性层面Message in Emotional 传播金字塔传播金字塔满足需求满足需求探索探索Spread pyramid Meet demand ExplorePhysical meetPhysiological

43、meetHealth meetSupplementary meetPsychological meet进口西药进口西药Imported Western及时缓解疼痛、无负担及时缓解疼痛、无负担Promptly relieve pain, without the burden快速渗透目标位置，双倍疗效，副作用小快速渗透目标位置，双倍疗效，副作用小Rapid penetration target location, double-efficacy, side effects清凉、舒缓、迅速恢复状态、气味清香清凉、舒缓、迅速恢复状态、气味清香Cool, soothing, rapid recovery

44、 state, fragrance便于携带、品牌包装、价格同某中药大品牌一致便于携带、品牌包装、价格同某中药大品牌一致Portable, brand packaging, price is consistent with a major brand medicine沟通架构Communication Structure关节专家关节专家Joint Expert抢占以中药云南白药为首抢占以中药云南白药为首的的广阔的疼痛药类市场广阔的疼痛药类市场To seize a broad class of pain drugs market headed by Yunnan Baiyao品牌策略 Brand

45、Strategy创意提案 TVC Creative idea慢一步篇Slow one step“关节疼痛，让你总是慢人一步” “joint pain , always make you slower”慢一步篇RATIONALE关节疼痛，不仅让人行动慢人一步，在关键时刻，更让人离成功慢人一步。我们创造在关键时刻因慢人一步而发生的囧事，风趣幽默地带出关节止痛的必要性和急切性，也带出产品“快速止痛，快人一步”的产品利益点以及与消费者的联系，令消费者对法斯通快速止痛留下深刻印象。Slowly Step RATIONALEJoint pain is not only make action more s

46、lowly but also makes success far from us at the critical moment. We express the necessity and urgency of joint pain treatment with humor through the embarrassing things when move slowly. And also show the RTB and connection to the consumers Ease the pain, faster than others. It impress consumers dee

47、ply about the effect of the product.There is a banner hung on the luxury hotel: welcome special guests.When the special guests approaches, all greeters bow down except a man who suffers from the pain back.He bows so slowly that he stands in the crowd.At that time, all people see him surprised and he

48、 feels quite embarrassed.Another scenario:In an apartment, a woman heard someone says loudly: darling, my darling.She go to the balcony and saw a group of people holding opposite the building, we divorce it.Its her husband and his friends. At this point ,all of them raise the signs in their hands ex

49、cept one who reacts slowly due to arm ache. He does not raise the word “not” in time, so “we do not get divorced” becomes “we do get divorced”.She is so angry that takes off her high-heeled shoe and throws it to her husband who stands opposite.Another scenario: in the office.The boss asks employees

50、whether someone wants to work extra time on the spring festival.Then all employees step back in tune.One of the employees fails to step back in time because of knee-joint pain, which makes him become the only one who stand front.The boss pats him on the shoulder satisfyingly and decides to let him s

51、tay in company on the spring festival.Then come three scenarios ”falling behind the others.”Aside: Pain always makes you fall behind the others.This time, the picture just like origami, turn to the Fastum package.Eventually forming Fastum product packagingVoice-over: Use Fastum.Gel from the bottle o

52、ut, forming the shape of an arrow.Aside: Original installation import, transparency and fragrance.Arrow Direct 3D transparent at the shoulder joint painClose-up of the joint pain, broken down into the blue arrow particles used in place of pain. Originally soothing redness of joints become blue, rest

53、ore joint health from the inside out.Aside: Rapid penetrationPull back the camera, close-up of the original joint. It is one of the joint pain from the 3D hollow Man , you can see there are a lot of him joint is red.Through the effective role Fastum,Now, all the joint problems are solved, you can st

54、retch your body as much as you canAside: rout pain ,step ahead.People whose joints pain is recovered find it easy to bow down ,raise hands and step back.Aside: enjoy comfortable life.Aside: Fastum,relieve joint pain,step aheadShow the brand logo4530s椅子篇Chairs“关节疼痛，让你站不起来”“joint pain , make you alway

55、s sit-down .”椅子篇RATIONALE关节疼痛，让人坐下来就不想站起来，我们利用这个引人共鸣的洞察，成为故事的视觉符号一个与椅子融为一体的上班族，以这个看似荒诞的形象吸引人眼球，接着揭示关节疼痛带来的生活困境，让上班族产生强烈认同。同时，办公椅与我们消费者联系密切，带来亲切感。The Chair RATIONALEJoint pain makes people resist standing out of the chair. Through this consumer insight, we use the funny character to reveal the troubl

56、e the people with the joint pain meet in their lives. It resonate them strongly and the chair connect to our TA closely, make them feel similar.In the morning, a man who wears a suit and carries a briefcase is going to work, but he sits in a office chair.It seems that he becomes integrated with the

57、office chair. Then he slides the chair and goes out.He slipped down the stairs from the chair a special channel for DisabledHe slides the chair to get underground.He slide the chair forward direction to the office.He even slides the chair into the elevator and pushes others out , which make others s

58、urprised.Finally he gets to his office. When he wants to stand up, he finds his joints are painful. His joints turn red from perspective.Aside: painful joints make you unable to stand up.Close-up look of pain and joint pain when he.Aside: painful joints make you unable to stand up.This time, the pic

59、ture just like origami, turn to the Fastum package.Eventually forming Fastum product packagingVoice-over: Use Fastum.The screen switches to a 3D transparent mans shoulder,smear Fastum gel on the redness of joint along with fragrant petals.Aside: painful joints make you unable to stand up.The gel is

60、broken down into minute blue droplets and penetrate quickly. penetrate quickly into the root of illness. Aside: penetrate quickly into the root of illness.Close-up of the joint pain,blue droplets penetrate into joints further.Close-up of the joint pain. Originally soothing redness of joints become blue,