策略培训英文版02

ABriefIntroductionToDSBDSBisalocaladvertisingagencyservinginternationalbrands.Wedoaccurateandeffectiveadvertising.2TheServiceWhichIsFast&PerfectThedevotionandprofessionalismthatweshowinourteamworkhavemadeusintoagroupofprofessionalswithfastreaction.That’sthekeystoneoftheservicethatweprovide.Thefully-developedworkflowarmsourefficiencywithqualityguaranty.Andwebelievethatonlywhenefficiencygoeswithguaranteedqualityisitvaluable.Theprofessionalismandresponsibilitythatwetreasureandhold,aswellastheconscientiousandresponsiblespiritsofourcooperatorsmakesurethatourjobisdonefastperfectly.3First-ClassCooperators(ProductionHome)TVCProduction:YimouZhangProductionUnitTaiwanGreatlandFilmProductionLtd.OthersPrint:OneoftheinvestorsofDSB--HongkongGuestAdvertisingCo..IthasalargeprintinghouseonMainlandChinatoguaranteefastservicewithpremiumquality.GoodrelationshipwithMedia:Our12-yearpromotionplanningandproductiondesigningforShanghaiInternationalTVFestival&ShanghaiInternationalFilmFestivalhavebroughtusgoodrelationswithothercitiesacrosstheland.4WeAreNotAfterSize.WeAreAfterPerfectionDSBisnotahugeagency.Ithaslessthan30people.Butit’srightthatcoreteamthatwetakestrongpridein.Wedon’tturntonewclientseasily.ToprovidegoodsatisfyingservicetoourcurrentclientswhomwealwayscherishisthebestbenefitanddevelopmentforDSB.DSBnowservesonly5clients,buteachoneofthemisaworld-widefamousbrand.5TheBrandWeServeSiemensHomeAppliancesKodak(All-ChinaPublicRelations)CarrierAirConditioningMitsubishiElevatorShanghaiInternationalTVFestival, ShanghaiInternationalFilmFestival6DSB&SiemensHomeAppliancesEventhoughDSBisnotthesoleagencyforBSH,thegrowing-upofDSBcanneverhappenwithoutBSH.SiemensHomeAppliancesisindispensableinthesoaringoftheDSBreputationinitscircle.MorethanhalfoftheAward-winningworksdonebyDSBin1998camefromthetrustfromBSHinDSB.Somethingweneedtosayisallofthecreativeworksthatwe’vedonestrictlyadheretothebranddefinitionandaccuratelyaimingatthetargetconsumers,wearenotdoingcreativeworkforprize-winning,ofcourse.7DSB&SiemensHomeAppliancesKeymembersonourSiemensTeam:SiemensisDSB’smosttreasuredclient.SothebrandteamisheadedbyourGeneralManagerhimself.8DSB&SiemensHomeAppliancesAccountdirector:Mr.StoneYangAge:30InAdBusinessfor:6yearsBrandsserved:Wella Uni-leverfood,General,Samporefrigerator,Sampowashingmachine,Carrier,MitsubishiElevator,SiemensHomeAppliances.CoremembersofourSiemensTeamAccountManager:Mr.FengXieAge:28InAdBusinessfor:5yearsBrandsserved:Wella

ChanghongElectronics,Meilingrefrigerator,ChinaTelecom,ChinaUnicom, SiemensHomeAppliances9DSB&SiemensHomeAppliancesCreativedirector:Mr.XiaoyunChenAge:37InAdBusinessfor:5yearsBrandsserved:KFC,General,Dove,Pond’s,Hazeline,Uni-lever,Kodak,Squibb,Duracell,Carrier,MitsubishiElevator,SiemensHomeAppliances.CoremembersofourSiemensTeamArtDirector:Mr.YinLiuAge:37InAdBusinessfor:15yearsBrandsserved:KFC,General,Dove,Pond’s,Hazeline,Uni-lever,Kodak,Squibb,Duracell,Carrier,MitsubishiElevator,SiemensHomeAppliances.10

1999SIEMENS

NewRefrigeratorLaunchCampaign

Preparedfor:BSHHomeAppliancesCo.,Ltd.Preparedby:DSBAdvertisingDate:January,1999ContentMarketandcompetitoranalysisConsumers’U&ABranddefinitionProductcoreconceptCommunicationstrategyMediastrategyPromotionplanSchedule“HomeofService”SystemASSplan12MarketandCompetitorAnalysis13Among180L-280L:1999potentialvolume:7.5mil180L-280L:75%(5.6mil)others:25%(1.9mil)

Haier1999estimatedshareofHaier:40%(2.2mil)MarketAnalysis180-280LOthers75%25%Remarks:Theabovefiguresareestimatedbasedonthestatisticsof1998Source:LinkSurveyOthers14IngredientsofHaier’smarketshareMedium-price:48%1.05milHighlycompetitiveRongshenMeilingNationalElexSharpXinfeiHigh-price:52%1.15mil

Dominantadvantage:NostrongrivalsExpensiveimportedbrands(Rmb1,000higher)NationalSharp1999NewSiemensRFpotentialvolume:1.15milMarketAnalysisSource:LinkSurvey15SIEMENSStrongPOPsupportNewproductsdevelopmentStrengthofenterprisesHaierSIEMENSElecxAfter-sales-serviceCompetitorAnalysisHighpriceHighqualityIfSiemenscantakeup17%withinhigh-priceRF，theobjectiveof0.19milvolumecanbeachieved.16CompetitorAnalysis

SummaryThemajoropportunitycomesfromthehigh-pricemarketdominatedbyHaier。Total99potentialvolumeofSiemens’targetmarket:1.15milHaier’sbrandrevealsthestrengthofanenterprise,whileitsproductisonepackagedwhichsharesthesimilaritywithotherbrands.Tosnatch17%shareinhigh-pricemarketandachieve0.19milsalesvolumein1999,SiemensisrecommendedtochallengeHaierwithhigh-qualityproductsandsimilarprice.17CompetitorAnalysisToachievethetargetof0.19milsalesvolume,weshouldconsider：TheweakpointofHaierBreakthroughpointThestrengthofbrandandproductofSiemensOurnailHowtoefficientlycause(urge)targetconsumerstochangebrandthroughcommunicationstrategyOurhammer18BrandLargegroup－－strengthGoodafter-salesservice－care,respect,reassuranceGoodon-siteexhibition－－powerContinuousnewproductsdevelopment－－advancedtechnologyTheadvantageofHaierProductThevarietyofstyles－－moreoptionsHighprice－－goodqualityExporttrend－－aworldwidebrandThelargenumberofbuyers－－reassuranceCompetitorAnalysis19CompetitorAnalysisThedisadvantageofHaierBrandPerceivedimage－－child,youngmen,youngwomen (obscure,notintegrated)Brandrecognition－－mainlyonthestrengthoftheenterprise insteadofthebranditselfProductsmalldifferentiationwithotherbrands。Easiertochangeconsumers’behaviorSiemenscandifferentiateitselfwithHaier20Consumers’U&A21Consumers’U&ASix-steppurchaseprocessTriggerConsiderSearchChooseBuyExperience

UpgradeorchangeoldrefrigeratorNewlymarriedKeymotivator:-nonegativeassociation-newbenefitsIn-storeinfluences-salesman-posters-counterLifestyleTVCWOMSize/typeBrandPriceFeaturesFunctionsPriceBrandPressQualityassuranceBrand/ProducerPricePricePOS-pointofsalesAfter-salesserviceAnyproblemsAshortlistofbrands1-2topofmindProblemsolvingKeymotivator:-solveallcurrentproblems-newbenefitsSelf-improvementSelf-maintenanceAnyrelatedinformationFitwithpreviousexpectation?22Consumers’U&APurchasecriteriaQualityFeatures/Functions

SizePriceConvenientusage

AftersalesserviceBrandManufacturerQuiteafewfactorsarebeingconsideredwhenpurchasingarefrigerator.Consumersneedtobeprovidedasmuchinformationaspossible.Directandconcreteinformationiswhatconsumersneed.Convenientmessagedeliveryisagoodhelp.23Consumers’U&ASourceofawareness0.00%20.00%40.00%60.00%80.00%POSWOMTV+NPOtherWhyon-siteexhibitionworks?-TVCisofinsufficient,similarandconfusinginformation-Carefulon-sitecomparisonisneeded-Therecurringmeasuringwhiledeterminingtobuy-Mostofthecurrentprintadsaimatonlyonebenefitpointatatime,whichmakesitdifficultforconsumerstohaveaoverallknowledgeoftherefrigerator.24Consumers’U&ASummaryTheidealbrandlistisaccomplishedinthephaseofinformationaccumulation.Clearandoverallinformationisamust.Theinitialdecisionismadeinstoresaftercomparison.Theon-siteexhibitioncandirectlyaffecttheconsumers’opinion.Thereisrecurringmeasuringwhilemakingfinaldecision25Agedbetween30and45,theownerofrefrigeratorwithaharmoniousfamily,higherlivingstandardthanothersandbefore,caringabouthispublicimageandeagertoberespected,easytobeattractedbymodernproductsbutlackofjudgement,wishingtobetoldtherealbenefit,regardingdinnerasanimportantpartoflife,toobusytogotomarketsfrequently,isafterrichervarietyoffood,takingrefrigeratorashispartnerofenjoyingthelife.CommunicationTargetDescription26BrandDefinitionThedifferencewithformerbranddefinition:Former:self-centered,takingprideingivingashonor,someonewhoistoofarfromconsumers,anintangibleidolCurrent:keepingintouchwithyou,anindeedfriendHeisaversatileengineerandinventorwithrichexperience,aneasy-goingmaninreallifeof40yearsold.Friendsorneighborslikeaskinghimforhelpwhileintrouble.Healwaysintroduceyouthelatesttechnology,andteachesyouhowtorecognizeandusethemostadvancedlivingappliance.Apreciousconsultantofyourlife.

27ProductConceptProductConceptConsumers’needsFridge -flexibleshelves,gooduseofspace

-smellnotmixed不串味

-somesmalltightly-sealedtrays/boxes/drawers neededforsomespecificissues需要小的密封盒/抽屉

-removableandwashablerubberring可拆卸门封条

Freezer -separatetransparentdrawers透明隔离抽屉

-fast-freezing速冻

-ice-making制冰ThenewSiemensRFfullymeetsthevariousstorageneedsofconsumersSource:ACNielsen29Siemens-Delicatedesignfrominsideout-Uniqueandpracticalfunctions-ECP-LED-Memoryalarm…CompetitorHaier-power-saving-No-frost-CFC-free-fresh-keeping-Health-Nutrition

Consumer28-45old，householdincomepermonthaboveRMB2500,theycaremoreaboutthefunction,price,capacity.Beconcernedaboutafter-saleservice,theattractionofbrandtothemismerelyasupplement.Theyareafterahigherlife.AnintellectualRFwithelaboratedesigneverywhere处处设计精到的智能冰箱ProductCoreConcept30CommunicationStrategy31KeyIssueinCommunicationHowtopromptHaier’sconsumerschangebrand

instore?如何促使Haier的消费者在店头转换品牌？

32CommunicationStrategyRoleofcommunicationUsebrandtospursalesTheformerbranddefinitionisintangibleFarfromtheconsumersComparedtoHaier,Siemenselectricapplianceisnotwell-knownenoughLongtermisrequiredtosetupabrandReinforcethebrandawarenesspurelyTheAdeffectwillbeneglectedinpeaksalesseasonHighAdinvestmentwithloweffectUnabletoconveythemessageconsumersreallycareaboutUnabletoassuretheconsumersontheafter-salesserviceFocusmainlyonSP

Consumersholdanegativeviewtowardsthepromotionutterlyforsales.PromotiontakesloweffectforlargeelectricalappliancelikeRF.

Itwilleventuallyfallintothelow-pricecompetition,andwillfailtosupportitselfatthehigh-pricemarket.Haiercanrespondswiftly.Theweakpointofproductisconcerned.33Directlyfaceourtarget，thrustoutouruniqueleadingproducts,accumulateadvantageandbreakthroughtheHaierproductfrontline,getontotheidealbuyinglistofconsumers.直接面对目标对象，全面推出产品英雄,进入消费者购买清单集中优势突破海尔的产品阵地CommunicationStrategy34FacetoFaceCommunication

面对面的沟通ThecarefulconsiderationofeachdetailGetontothebuyinglistdirectlyInfluencethedecisionprocessandinducetrialQualityguaranteeandafter-salesservicepromiseHowtopromptHaier’sconsumerschangebrandinstore?如何促使消费者在店头转换品牌？35CommunicationStrategyWherearewe?(Consumers’currentrecognitiontowardsSiemens）Siemensmakesfrige?Neverheardofit,probablyRMB1000higherthanHaier.Onlytherichcanafford.Whoisinchargeoftheafter-salesservice?It’stoofarfrommylife.Asamatteroffact,refrigeratorsfunctionsimilarlyandI’dratherchooseHaier.It’sbetterthantheaverageandmycolleaguesalsoboughtHaier.Iheardthattheafter-salesserviceofHaierisprettygood.Thoughit’sabitmoreexpensive,Icanaffordit.Ifeelsafewithit.Anditisalsonobleenough. 36CommunicationStrategyWherearewegoing?(TheexpectedfeedbackthroughAdcampaign)NowIknowwhatagoodfridgeislike.Germantechnologyisconsiderate,advancedandpractical.Theinteriorcomponentsareallmovableandcombinable.Drawersaretransparent.Afterpowerfailure,ittellsmethetowhatextentmyfoodhasgonebad.Thetemperaturecontrolisontheoutsideandcomputerized...thedesignissoelaboratethatthequalitymustbereliable.Haierseemstolacksomething.It’sgreatifIhavesucharefrigeratorathome.I’dlikeverymuchknowtheprice...37CorebenefitCorebenefitElaboratelydesignedintellectualrefrigerator

Support Support -ECP智能温控 -LEDdisplay -Memoryalarm -ElaboratedesignfromoutsidetoinsideContributionsRemarkableperformance,Justwhatyouwant.ExpectedfeedbackSIEMENSrefrigeratorconsidermyneedelaborately,IwillsuregotothestoretohavealookTheButtonSeeingisbelieving眼见为实38MediaPR

Hotlineofservice-Goodcommunicationandconsultation-Introducethefunction,providethebuyingguide-Createtargetconsumersarchive

Facetofacecommunication

面对面的沟通-Useprintascoremedia,mixHPwithFP-Largeon-sitepostertoinformthegoingonsale-On-sitelight-boxasalong-termreminder-LargenumberofsoftAd-ThroughR600a,publicizetheenvironmentalprotectionofSiemens-TheITRFinthe21C39On-siteexhibitionDemonstrationOn-siteactivitiesAfter-salesservice-Showproductadvantage-ShowtheHigh-tech-CreateanatmosphereforCommunications-Guidancenamecard-Guidancepresentation-functiondemonstration-Q&A-Productexhibition-“Takealookandmakeacomparison”-choosetheSiemenslife-sharetheSiemenslife-after-salesservicepromise-after-salesservicecard-hotlineUrgetheconsumerstoenterthestores,

seeingisbelieving,andchooseSiemensfromtheiridealbuyinglist40CommunicationStrategyTheexpectedconsequence:I’dratherbuySiemensthanHaier41PromotionPlan42PromotionPlanPromotionplan1:Productdemonstration-takealook andmakeacomparison

Objective:Obtainconsumers’interestrightinthestore,introducetheuniquefunctionsofSiemensRefrigerator.Place:StoreswithniceproductdisplaysinbigcitiesTimeweekendsallyeararoundafterproductlaunchingDescription:Afterdemonstrationbysalesgirls,consumerspinthewheeloffortuneandreadouttheresult,thenhewillbegivensomesouvenirs.43SIEMENS西门子冰箱杰出表现，如你所愿44西门子冰箱杰出表现，如你所愿SIEMENS45PromotionPlanPromotionplan2：choosetheSiemenslifeRoleofpromotionplanItmustbeconsistentwiththebranddefinitionofSiemensrefrigerator,abletoshowtheimpactofSiemensasaninternationalbrandandrelievepeople’sresistancetowardspromotion.Toavoidanyfastreactiononcompetitors’side.TheprizesforthepromotionmustbeabletoshowthebondsbetweenSiemensrefrigeratorandthemodernlifeinthewestsoastotriggerofftheparticipants’longingthatkindofnoblelife.46PromotionPlanPromotionplan2：choosetheSiemenslifePromotionobjectiveToinfluencethetargetconsumer'sdecision-makinginthebuyingprocess,sothattheychooseSiemensinsteadofHaier.PromotiontargetInquirersatPOSwithpurchaseintentTime

April15,1999--July31,1999Place25majorcities200pointsofsales47PromotionPlanDescription:Instoreswithgoodproductdisplay,Siemenssalesgirlexplainsanddemonstratesaimingatconsumerwithpurchaseintent.Astoconsumerswithoutimmediatepurchasingdecision,giveapackageofSiemensrefrigeratorinformation.Totalvolumeis500,000units.Customerswhomailbacklotteryticket,withevaluationofsalesgirl,beforegivendate,willhavechancetogetaward.InAugust,amongcustomers,theelectionofthebestsalesgirl.48PromotionPlanContentofinformationpackageSiemensrefrigeratorinformationbagAletterwithDr.Gutberlet’ssignatureSiemensrefrigeratorhand-outTherefrigeratorlotteryticketandcommentonsalesgirlsSiemensrefrigeratorVCDSiemensrefrigeratorsalesgirlnamecard.49TargetaudienceenterdisplayareaServicegirlexplainanddemoScreeningGiveinformationsetElectbestservicegirlReadinformationPurchaser

AudiencewithoutpurchaseintentionAudiencewithpurchaseintentionMailbackLuckydrawPromotionprocedure50PromotionPlanActivityevaluationAlarge-scalecampaignshouldbelaunchedwhentheproductisputonmarket.Thelargescaleitselfmayalsoplaybigrolesinthesecondarycitieswithoutthesupportofadvertisement.Theexpectedrate:15-20%rateofreclamationwithatotalof85000people.Maketheissuingrateandtherecoveringrateasthedualevaluationstandard,includingashoppingguideawardsetforsalesgirlswiththejudgementandevaluationfrombuyers,sotoguaranteetheeffectivenessoftheactivityaswellasimproveserviceprovidedbythesalesguides.51PromotionPlanMarketshareofHaier,fromJantoOct,1998SP1Whattodo?Source:LINKSurvey52PromotionPlanMainobjectiveEnhancesalesvolumeinoff-season；producetheWOM。TargetSiemensownersandtheirfriendsintendingtobuyrefrigeratorsPeriod August15,1999-October5.1999Region:Top20cities(basedonsalesvolume)inthefirstphasePromotionplan3:

SharethelifeofSiemens53PromotionPlanPromotionplan3:SharetheSiemenslifecontentsSendeverySiemensuserfromtheconsumer’sarchivealetterwiththenameof“SiemensHomeofService”basedontheconsumersarchive.Thetotal：200,000(includingthewashingmachineusers--100,000）。Theletterincludes:Onethank-youletterwithMr.Gerke’ssignatureA“SharetheSiemenslife”coupon(valuesRmb200）Anopinion-solicitingcardConsumerscanenjoyRMB200discountwiththecouponindesignatedstoresandcanalsoparticipateinthelottery-drawingwiththe“member-get-member”person.54PromotionprocedureHomeofserviceReceivetheletterCoupondeliveredPurchaseFeedbackandlotteryMailbacktoHOSWOMAnalysisandevaluation55PromotionPlanPromotionplan4:SupermarketcontactBackground: Asupermarketistheveryplacethatourtargetaudiencego,wherewecancontacttheminaneffectiveway.Objective: Developthestorerighttotheconsumers’home,shortentheprocessofinformationcollectingandpurchase.Method:Havejointdirectsaleswiththelargestsupermarketsystemsineachcity.Chooselargesupermarketslocatedinhigh-classcommunities.Putuppostersandhandoutleafletsinsupermarkets.Advisethetargetconsumerstocontactthehotlinecenterortojustgotostorestomakeacomparison.Finallypurchaseinanearbysupermarket.56MediaStrategy57When?58Rmb:’0000

SeasonallyAnalysis(Jan97-Oct98)/categoryspending19971998PeakseasonPeakseasonThespendingtrendof98issimilartothatof97.MayandJunearepeakseason,whileafterAug,theinvestmentturnsdown.59Rmb:’0000

SeasonallyAnalysis(Jan97-Oct98)/Haier19971998PeakseasonContinuousandevenimpactin98ImplicationsHaierchangeditsadpatternin98-moreconsistentandeven.Recommendations

PeakseasoniswhatSiemensshouldfocusontosupportthenewly-launchedRF.NewYear’seveisalsoanopportunitytosustaintheimpactandstandoutfrommediaclutter.60Where?61MarketPrioritizationPrinciples-Prioritizekeymarketsintermsoffollowingfactors:1.MarketPotentialPopulationNumberofrefrigeratorsownedperhouseholdHouseholdincome2.CategoryMediaSpendingbymarket62MarketPrioritizationSource:ChineseStatisticsYearbookof9863MarketPrioritizationSource:ChineseStatisticsYearbookof9864MarketPrioritizationSource:ChineseStatisticsYearbookof9865MarketPrioritization/HierarchyGD,SH,SC,YN,SD,ZJ,JS,HeN,HuNLN,BJ,HuB,GX,HeB,FJ,AH,XJ,GS,XZNX,TJ,HLJ,JX,SaX,GuZ,JL,SX,HaN,NMG,QH33-44Highpotentialmarkets<33Lowpotentialmarkets>44Keymarkets66What?67Wesay,Print.(withthesupportofSoftAd)Whynotuseothermedia?Thehardnessofdetailmessagedelivery.ThesimilarinformationdeliveredbyTVCiseasytoconfuse. (RevealedbyrelevantresearchbyACNielsen)68How?69MixFullPagewithHalfPageFPisusedinlaunchingperiodHPisusedinsustainingperiodMaximizetheOTS,deepimpressionSustaintheAdimpactwithcontinuousreminder70MediaStrategyWhen?ConcentrateonpeakseasonandNewYearEveApr-JulandOct-Dec99,pulsingcampaignpatterninoff-seasonWhere?ImportantmarketsandfocusonmajorprovincialcitiesWhat?DeployPrintascoremedia,withthesupportofsoftAd(furthernegotiationrequiredfortheavailability)How?UtilizeFPinlaunchingperiodtomaximizetheproductawareness,andHPinsustainingstagetoremindseasonalityregionalitymediaMixcreativeformat71MediaSelectionCriteria/ConsumptionHabitsTarget:Shenyang,aged35-44,HHincomeRmb2500+%DailyNPReadershipSource:CMMS9872MediaSelectionCriteria/CostEfficiencyComparison

Circulation(‘000)Readership(%)Coverage%ofNewsstandCPTC(HP,BW)ShenyangDailyShenyangEve30025045.4%36.8%SYanditsneighborhood10%35%183110SYanditsneighborhoodSource:ACNielsenRemarks:CPTCisfiguredoutbasedonthe98officialrate73SoftAdAvailabilityCityPrintNameAvaPrice/wordRemarksBJTJSHGZLNSDJSHBHNZJBJEveNewsJinWanBaoXMEveNewsGZRibaoSYEveNewsQiluWanbaoYangtseEveChutiandushiDaHeDailyQJEveNewsNTBNNYTBNYYYYYRmb9.2remarks:N-unavailable,Y-Yes,TBN-tobenegotiatedRmb5Rmb7Rmb6Rmb55x5cm/2200Createthepublicfocusandmakeitvaluable74MediaCoverageHebeiShanxiInnerMongoliaLiaoningJilinHeilongjiangShandongJiangsuAnhuiZhejiangJiangxiFujianHenanHubeiHunanGuangdongGuangxiShanxiQinghaiSichuanGuizhouYunnanTibetHainanGansuShanghaiBeijingTianjinXinjiangUygurNingxiaHuizuTaiwan75HebeiShaanxiInnerMongoliaLiaoningJilinHeilongjiangShandongJiangsuAnhuiZhejiangJiangxiFujianHenanHubeiHunanGuangdongGuangxiShanxiQinghaiSichuanGuizhouYunnanTibetHainanGansuShanghaiBeijingTianjinXinjiangUygurNingxiaHuizuTaiwanMediaCoverage76ActionTimetableJanFebMarAprMayJunJulAugSepOctNovDecPrintAdSoftAd20majorcities20majorNPdocumentaryYearof1999SP2ConstructionofHOSPrintedmattersVCDExecutionSP3PreparemailPrizePRPOPprizeexecution77TheHomeofServiceSystem78“TheHomeofService”ConceptTheConsumer’sperception消费者认知：Itisahouseholdappliancesorganizationwhichalwaystakestheinitiativetoshowlovingcaretomyneedsinlife.WhatIneedtodoisjustmakeaphonecall,andIwillgetallmyproblemssolvedtomysatisfaction,beitshoppingguidance,consultationortheafter-salesservice.Andtheyalsomailtomefromtimetotimethelatestinformationontheirproducts.Andthosefunparties.Theynotonlyprovideverygoodserviceinhouseholdelectronicproducts,andmakemefeelthesweetlifeinthebigSiemensfamilyaswell.79“TheHomeofService”ConceptTheSalesHeadquartersPerception行销总部认知：TheHome-of-Serviceisaphoneshoppingcenterwheresalesdataarerenewedallthetime,whereourclientsfilesareestablishedandphonecontactismade,whereprofessionaltrainingisprovidedregularlytotheshoppingguides,hotlineoperatorsandtheaftersalesservicepeoplesoastogetourserviceimproved,andwhereadjustmentcanbemadeatanytimewhenrequiredbythesalesheadquarters.

80HomeofserviceListonthetargetconsumer’sshoppinglistDecisionofBuyingUsingafterbuyingStoreAttractionPhoneconsultationShoppingguidanceInformationPackagePromotionActivitiesPromotionPartiesStewardserviceSourceofgoodreputationUser’sexperienceHomeofServiceinThePurchaseCycle81HomeofServiceinTheSalesCycleReturnvisitstoCustomersCustomers’ArchiveSalesStatisticsSalesHeadquartersStoresBefore-salesserviceAftersalesservicePRHomeofServiceTELmarketingcenterConsumer82TheImportanceofthe“HomeofService”Basedonthefacetofacecommunicationstrategy,itexercisesitscontroloverthebefore-salesservice,buyingprocessserviceandafter-salesservicesoastomaximizetheresourceequipmentandserviceefficiency,soastochangetheoriginalafterwardaftersalesservicetothenewbefore-brandclientservice,tomakepassivenessintopositiveness,toshortenthedistancebetweencustomersandusincommunication,sothatagoodreputationofourswillbebuilttobecomeapowerfulweaponwhichhelpsboththesalesalsoouroverallservicelevel.

83

SiemensAfter-Sales-ServicePlan

Preparedfor:BSHHomeAppliancesCo.,Ltd.Preparedby:DSBAdvertisingDate:January，1999

Content

ConsumeranalysisCompetitoranalysisQuestionandopportunitycoreconceptCorestrategyServicesystemcontentAfewkeylinksinexecutionLong-termplanofservice 85ConsumerAnalysisConsumersconcernaboutASSonthebasisoftheirbeingassuredwithproductqualityConsumersusuallycareaboutpromise,notcontent.ConsumerscompareamongASSofdifferentbrandsforpsychologicalbalance.Qualityistheessence.ASSisformentalcomfortinpurchasing.--Consumersexpectheart-consolingpromises.86Experienced经历过Homedelivery送货上门Helptoinstallandtestathome安装调试Oneyearwarranty-includingchangeofparts(freeofcharge)免费更换零件Notexperienced未经历过Phoneconsultation电话咨询Serviceupontherequest随时应邀上门服务Maintenanceathome,freeofcharge,onceayear免费保养，一年一次Reassurance放心，心里踏实

Asenseofbeingtakencareof,andpaidattentionto

为顾客着想，重视客户Source:ACNielsenAddedvalue“Don’tknowhowtousenewthings?CallASS,andletushelpyou.”Whatisexpected?希望得到的服务ConsumerAnalysis87Aftersalesservice

售后服务

Aftersalesmaintenance售后维修=Aftersalesservicedoesnotmeanunqualifiedproduct.售后服务并不意味着差的产品质量Itismorelikeanexpert/consultanttakingcareofyou.它象一位专家或顾问一样照顾你。-Warm-RespectbeingvaluedWorryaboutt