日用化工行业企业品牌的意义和个性分析

WhatIsTheBrand“Means”And“Is”?

品牌的“意义”和“个性”是什么

Whatthebrand“means”iswhatabrandgetscreditforintheeyesofconsumers—itsreputationacrossanumberofkeydimensions.品牌的“意义”是指一个品牌在消费者心目中产生的印象——即该品牌在几个层面上的声誉。Whatthebrand“is”ishowwewoulddescribethebrand’sdominantpersonalitytraits—generallythosethatcorrespondtoitsprincipalmeanings.品牌“个性”那些与品牌意义相对应的特征。1英扬•传奇CC&EWhyTheNeedForABrandFootprint?

为什么需要品牌印记？Moreandmoremarketersarelookingfornewgrowthbyleveragingthepoweroftheirbrandnamesintonewterritories.GlobalBrandsarebeingbuiltthroughexpansionintonewgeographies.“Megabrands”or“Hyperbraands”arebeingestablishedacrossmultipleproductorservicecategories.

愈来愈多的行销人运用品牌的力量进入新的领域，以创造新的成长。全球品牌因为领域的扩张而建立起来；“大品牌”或“超级品牌”则是因跨越多项产品或品类而被建立。

2英扬•传奇CC&EWhyTheNeedForABrandFootprint?

为什么需要品牌印记？Thisexpansionputsrenewedfocusontheneedtoprotectbrandequity.

这种扩张及延伸，让我们必须重新重视并保护品牌的资产。3英扬•传奇CC&EWhyTheNeedForABrandFootprint?

为什么需要品牌印记？Asbrandsareexpanded,therearepressuresofdilutionthatstemfrom:随着品牌的扩张，使品牌有被稀释的危机，这些危机的因素如下：Theneedtoreexpressthebrandinthecontextofnewcompetitivesetsandnewcultures.必须就新的竞争条件和新文化的观点来重新表现品牌。4英扬•传奇CC&E

WhatAreThreeDimensions?

什么是品牌印记的三个层次TheBrandFootprintreflectsthetruththatmostbrands—especiallypowerfulones—aremultidimensional.Theycontainmeaningsandassociationsthatarebuiltovertime.品牌印记所反映的一项事实是：大部分的品牌—特别是大品牌——都是多层次的。它们包含了长期建立的意义和联想。5英扬•传奇CC&EHowMuchofAFutureVision?

品牌印记的远景如何？ThebrandFootprintismorethanaconsumer-basedtool.Itneedstoincorporatethethinkingofthe“brandowners”regardingthefuturecourseofabrand.

品牌印记不只是一个消费者对品牌的看法，它更须考虑到把这个品牌的“品牌拥有者”对该品牌未来的看法。6英扬•传奇CC&EHowMuchofAFutureVision?

品牌印记的远景如何？Forestablished,dominantbrands,theFootprintwillinevitablybebuiltaroundexistingpositiveassociationsofheavyusersofthebrand.HeretheprimaryroleoftheFootprintistoexpressthesemeaningssoeveryoneisinsyncwithwhattoprotectandwhattoleverageasthebrandisexpanded.对已建立起来的领导品牌而言，印记当然是建筑在目前重级使用者对此品牌的看法。这种情形下，印记的主要角色是把这些意义表达出来，让每个人同时都知道当这个品牌扩张或延伸时，要保护什么，以及利用什么品牌价值。7英扬•传奇CC&EHowMuchofAFutureVision?

品牌印记的远景如何？Forsomebrands,however,theremaybeaneedtoaddmeaningoradjustexistingmeaningstoallowforexpansionorsimplytomakethebrandmoredynamic.对某些品牌来说，也许必须增加意义或调整原有的意义，以利于扩张或只是让该品牌变得更具时代性。8英扬•传奇CC&EHowMuchofAFutureVision?

品牌印记的远景如何？Ultimately,thefinalbalancebetweenexistingvs.desiredmeaningsisastrategicdecision—builtonthebrand’sconsumertruthandadjusted,whereneeded,toprovidethevisionandinspirationforfuturegrowth.

最重要的是，平衡这个品牌现存的意义及理想的意义，就是一项策略性的决定。即建立在该品牌消费者的真实面上，并加上必要时的调整，以便为该品牌未来成长之要求提供一个远景与灵感。9英扬•传奇CC&EExampleForexample,keycreditcardcategorydriversare:thesourceofaspiration,theworldofusage,andthefunctionalroleofthecard. AmexandvisaFootprintsshowhowthebrandsaredistinguishedonthesedimensions:10英扬•传奇CC&EExampleAmericanExpressBrandFootprint

AmericanExpressmeansMembership

TheBusinessLife

TheChargeCard AmericanExpressisProfessional

Worldly

Responsible11英扬•传奇CC&EExampleVisaBrandFootprint

VisameansEverywhere

TheHighLife

TheCreditCardVisaisSociable

Stylish

On-The-Go12英扬•传奇CC&EThesellingstrategy

销售策略13WhatIsTheRoleofTheSellingStrategy?

销售策略扮演的角色如何？TheSellingStrategyisadisciplinethatissingle-mindedlyfocusedongeneratingbrand-buildingideas.Ideasthatattractbrandcustomersandbuildbrandfranchises.Ideasthatcreatebrand(andmarketplace)dominanceinconsumer’smind.销售策略是一种建立品牌概念单一且专注的方法。所谓品牌概念是指能够吸引消费者，并且建立品牌忠诚度，让消费者产生深刻印象的意念。14英扬•传奇CC&EWhatIsTheRoleofTheSellingStrategy?

销售策略扮演的角色如何？TheSellingStrategycanbeputtoworkatmanydifferentlevels.Atthehighestlevel,itcanbeusedtorevealthecorebrandideathatformstheheartofabrandimagecampaign.ButitcanalsobeusedeffectivelytodevelopSellingIdeasfortheproductsthatcreatecompetitiveadvantageforbrands.

销售策略可运用于不同层次。在最高层次，它可用来展现构成品牌形象活动核心的最重要品牌概念。同样地，它也可以有效地用来为不同的产品或服务发展销售概念，并替品牌创造竞争的优势。15英扬•传奇CC&EWhatIsTheRoleofTheSellingStrategy?

销售策略扮演的角色如何？Thus,whilethereshouldalwaysbeasingleBrandFootprinttodefinethebrandessenceinanymarketorregion,therecanbeanynumberofSellingStrategies.ByworkingwithintheframeworkofbrandvaluesestablishedintheFootprint,theybothsupportandleveragethepowerofthebrand.

虽然在任何市场或区域，都应该有一个单一的品牌足迹来定义品牌本质，但销售策略则不限定有几个。籍有在品牌足迹所建立的品牌价值架构内作业，品牌足迹与销售策略这两者，也同时支持并提升了品牌力量。16英扬•传奇CC&ETheSellingStrategyModel

销售策略的模式TheSellingStrategyModeliscomposedoffivecriticalcomponents：销售策略模式是由五个重要的部份所组成：TheBrandPosition品牌位置TheBrandObjective品牌目标TheSpecificRoleOfTheAdvertising广告担任的角色TheSellingIdeaPlatform销售概念架构TheSellingIdea销售概念17英扬•传奇CC&ETheBrandPosition

品牌位置Theperceptualspacethatthebrandholdsintheconsumers’mindatthebeginningoftheSellingIdeadevelopmentprocess.

销售概念的发展过程开始之前，品牌在消费者心中的认知地位。18英扬•传奇CC&EExampleExamples:

Brand BrandPosition

Marriott A“vanilla”hotel Motorola Atechnologymanufacturer MasterCard Myothercard19英扬•传奇CC&ETheBrandObjective

品牌目标Theperceptualspacethatwewantthebrandtooccupyintheconsumers’mind.我们希望品牌在消费者心中所占据的认知位置。20英扬•传奇CC&EExampleExample:

Brand BrandObjective

Marriott Amemorableexperience Motorola Theleadingbrandinmobilepersonalcommunications MasterCard AcardIfeelgoodabout21英扬•传奇CC&ETheSpecificRoleOfTheAdvertising

广告担任的角色Theroleoftheadvertisingmayvarygreatlyinscope.Itmayentailafundamentalrestagingofthebrand,theaccentuationofanunder-leveragedelementintheBrandFootprint,theintroductionofabrandorlineextension,oraspecifictacticalresponsetolocalcompetitiveactions.

广告的角色可能有相当大范围的差异。它可能承担重新定义一个品牌的任务、强调品牌足迹中尚待提升的一个元素、引进或延伸一个品牌。或可能战术性地回应竞争品牌的活动。22英扬•传奇CC&EExampleExamples:

Brand RoleofAdvertising

Marriott TogetgueststostoptakingMarriottforgranted Motorola Tomake“brand”Motorolaasstrongasitsmarketshare MasterCard Togiveanemotionallybankruptbrandaheart

23英扬•传奇CC&ETheSellingIdeaPlatform

销售概念架构ThecriticalelementsweneedtoknowabouttheconsumerandthebrandinordertoconceivetheSellingIdeaanddeveloptheadvertising:为了构思销售概念并发展广告，我们需要知道以下与消费者及品牌有关的重要元素： A.TheConceptualTarget概念性的目标客层 B.TheCoreDesire最核心的欲望 C.HowTheBrandBestFulfillsTheCodeDesire品牌如何最完美地满足最核心的欲望 D.TheCompellingTruth强而有力的支持事实24英扬•传奇CC&ETheSellingIdeaPlatform

销售概念架构

A.TheConceptualTarget

概念性的目标客层The“naturalconstituency”forthebrand:thenaturalgroupingofconsumersboundbyacommonorientationtowardthecategoryand/orthebrand.他（她）们是对于某一个类别及/或品牌具有共同倾向而自然形成的组合，也是品牌“必然的”顾客。25英扬•传奇CC&ETheSellingIdeaPlatform

销售概念架构

B.TheCoreDesire

最核心的欲望TheCoreDesireisthemostrelevantdesire,need,hope,orfearoftheconceptualtargetthatthebrandcanmeaningfullyaddress.它是概念性的目标客层最关切的欲望、需求、希望或恐惧，而且是品牌可以有意义加以解决的。26英扬•传奇CC&ETheSellingIdeaPlatform

销售概念架构

B.TheCoreDesire

最核心的欲望 TheCoreDesirerepresentsthedeepest,mostpowerful,emotionalbenefitthattheConceptualTargetreceivesfromthebrand.核心欲望代表概念性目标客层能从本品牌获得的最深切、最有力、最富情感的利益。27英扬•传奇CC&ETheSellingIdeaPlatform

销售概念架构

D.TheCompellingTruth

强而有力的支持事实Thecompellingtruththatprovidesthekeyevidencethatsupportsthebrand’sroleinsatisfyingtheCoreDesireoftheConceptualTargetbothinfunctionandbrand.“无庸置疑的事实”，在满足概念性目标客层的核心欲望时，品牌所担任角色之强而有力的支持事实。28英扬•传奇CC&EExampleCompelling

FunctionalTruthSpecificTruthBrand

Performance“Preventsheartdisease”BayerAspirin

FunctionalTruthSpecificTruthBrand

CompanyValues“WereallycareaboutyouJohnson&Johnsonandyours” BrandMyth “MarlboroCountry”MarlboroCigarettes29英扬•传奇CC&EWhatIsASellingIdea?

什么是销售概念ASellingIdeaisastrategicconceptthatfocuseseverythingwehavelearnedaboutwhatthebrandneedstomeantoconsumersintoasinglehighlyfocusedstrategicideathatexpressesexactlywhatwewishtheadvertisingtosaytoconsumers.

销售概念是一个策略性的概念。它将我们所知道的一切有关品牌在消费者心中所须达成的意义与印象，集中成一高专注的策略性概念与想法，进而表达我们希望广告到底要对消费者说什么。30英扬•传奇CC&EExamples Brand SellingIdeaCreativeIdea 7-Up“AnOccasionalAlternativetoCola”“TheUncola” Pepsi(1997)“TheOfficialGenerationXCola”“GenerationNext” Microsoft“AccesstoInformation”“Wheredoyouwanttogotoday?”31英扬•传奇CC&E1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationToolsFootprintSellingStrategy4.

Brand/ProductCommunicationStrategyBecombion/BecombionVitaminBComplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTactics32英扬•传奇CC&EBecombion33VitaminsMarketOverviewTheOTCmultivitaminsmarketisestimatedtobeRMB269mn(US$33mn)34英扬•传奇CC&EProductProfileProductcategory:healthfoodtheorderofproducts(nutrition)mentionedbyconsumers(withaidedorunaided?):Calcium,Codliveroil,Multivitamin,VitC,IronandVitBcomplex.OurConcern:Theyarepossiblyourpotentialcompetitors!!!35英扬•传奇CC&EMultiVitBingredients:B1,B2,B3,B6,B12thefunctionsofeveryingredientsabove(pls.refertoclient’sbrieffordetailedinformation)OurConcern:Thefunctionsareslackandlackofconsistence.ProductProfile36英扬•传奇CC&EProductform:syrupCurrentlyNoVitBcomplexsyrupisfoundinGZOurConcern:Quitenewproductform;moresuitableforchildrenProductProfile37英扬•传奇CC&EGeographicaltargetareaTargetedcities:SZ,GZ,thenrollouttoPRDOurConcern:HigherincomelevelinSZandGZthanotherinlandcitiesFoodsupplementmarketismoremature“Onlyfoodisnotenoughformydailyvitaminconsume”38英扬•传奇CC&ESWOT

Strengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodWeaknessrelativelyhighprice(comparedwithlocalproducts;dailycostRMB1.5)promotionsinthehospitalarelimiteddifficulttosumupintooneUSPOpportunitylesscompetition(intermsofVBcomplex)theawarenessofimportanceofvitaminsisincreasingThreatslowpricestrategyoflocalproduct39英扬•传奇CC&EBecombion

品牌印记(BrandFootprint)

40Becombion

品牌意义Becombion的意义就是来自德国默克的复合维生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意义就是B族维生素均衡糖浆BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意义就是构筑儿童均衡发育的基础Becombionmeansaveryimportantbasisforchildren’sbalancedgrowth41Becombion品牌个性Becombion是维生素的专家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecombion是严谨的Becombionissevere42品牌意义Becombion的意义就是来自德国默克的复合维生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意义就是B族维生素均衡糖浆BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意义就是构筑儿童均衡发育的基础Becombionmeansaveryimportantbasisforchildren’sbalancedgrowth品牌个性Becombion是维生素的专家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecombion是严谨的BecombionissevereBecombion43英扬•传奇CC&EBecombion

销售策略(SellingStrategy)44Becombion

销售策略(SellingStrategy)品牌位置：来自德国默克的复合维生素B均衡糖浆TheBrandPosition:VitaminBComplexBalancedSyrupcomingfromGermanMerck45Becombion

销售策略(SellingStrategy)品牌目标：儿童均衡发育的基础营养源TheBrandObjective:TheBasicNutritionResourceOfChildren’sBalancedGrowth46Becombion

销售策略(SellingStrategy)广告角色：向消费者传达“复合维生素B与儿童均衡发育息息相关”的概念TheSpecificRoleOfTheAdvertising:Deliverthemessagethatchildren’sbalancedgrowthiscloselyboundupwithVitaminBcomplex47Becombion

销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：A）概念性目标客层/谨慎的母亲TheConceptualTarget/CarefulAndCaringMothers48Becombion

销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：D）强有力的支持事实(TheCompellingTruth):功能上：中国市场上唯一糖浆型复合维生素B产品Function：TheonlysyruptypeforVitaminBComplexInChinaMarket49Becombion

销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：D）强有力的支持事实:品牌上:默克是维生素C的发现者TheCompellingTruth:MerckisthediscovererofVitaminC

50Becombion

销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：B）最核心的欲望：希望孩子发育尽善尽美TheCoreDesire/HopeMyKidsGrowPerfectly

51Becombion

销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：C）品牌如何最完美满足最核心的欲望：Becombion全面补充维生素B族营养,改善孩子的胃口，帮助孩子均衡发育HowTheBrandBestFulfillsTheCoreDesire：BecombionprovideschildrenwithcomprehensiveVitaminBcomplexnutrition,helpsstimulateappetiteandgrowinabalancedway.52Becombion

销售策略(SellingStrategy)销售概念:构筑儿童均衡发育的基础TheSellingIdea:Becombionhelpstoconstructingthefoundationofchildren’sbalancedgrowth.

53Becombion

销售策略(SellingStrategy)创意概念:让儿童均衡发育均衡发育从维B开始AdWorks:LetChildrenGrowInaBalancedWay.

54SevenSeasMultivitaminSyrup55Productcategory:healthfoodIngredients:basement:codliveroil(fromdeepsea)supplement:VitA,B1,B2,B3,B6,C,D,EFlavor:Orangeflavor(realorangejuice)ProductProfile56英扬•传奇CC&EOurConcern:7sMVSismorethantraditionalfishliveroil.ProductProfile57英扬•传奇CC&EPotentialCompetitorsfor7sMVStheorderofnutritionmentionedbyconsumers(withaidedorunaided?):Calcium,fishliveroil,Multivitamin,VitC,IronandVitBcomplex.58英扬•传奇CC&EOurConcern:DifferentfromVitB,thenecessaryoffishliveroilismuchgreaterinconsumers’mind,thoughtheymaybecan’tnameitsfunctionsindetails.Themarketoffishliveroilismoremature.PotentialCompetitorsfor7sMVS59英扬•传奇CC&ERealCompetitionThemajorplayersinthemultivitamincategoryare:JuniorTheragan,JuniorCentrum,Kiddi,andScottsIntermofdailycost,7sMVSratedinthemiddleposition.JuniorTheragan--RMB0.85;JuniorCentrum--RMB1.12;Kiddi--RMB4.07/3.20;Scotts--RMB1.317sMVS--RMB1.3860英扬•传奇CC&EConsumer’sAttitudeResearchesshowthemajorityofmothersareinterestedinproductconceptGZ:“helpsstimulateappetite”;”containscodliveroil”;”helpsbraindevelopment”SZ:“containsmanyessentialvitamins”;“containscodliveroil”;“helpsinstrengtheningboneissue”61英扬•传奇CC&EThebuyingintentionofproduct:GZ:65.6%;SZ:77.6%Theperceivedprice:aroundRMB62/perbottleConsumer’sAttitude62英扬•传奇CC&EGeographicalTargetArea1sttargetcities:SZ,GZ,thenrollouttoPRD2ndtargetcities:SHandBJ(launchedinlate2001)63英扬•传奇CC&ESWOT

Strengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodlessdosagecontainsmanyessentialvitaminsbasedoncodliveroilWeaknessproductfunctionisdifficulttomeasurebrandawarenessislow,can’tsupporttheproductpromotionsinthehospitalarelimitedOpportunity

importedproductwithfairpricetheawarenessofimportanceofvitaminsisincreasingThreatsstrongcompetition(likeSquib,Whitewall)64英扬•传奇CC&ESevenSeas

七海

品牌印记(BrandFootprint)

65SevenSeas七海

品牌印记(BrandFootprint)

品牌意义

七海的意义就是来自深海的多种维生素鱼肝油

SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea

七海的意义就是抗污染的

SevenSeasmeansanti-pollution

七海的意义就是可口橙味的

SevenSeasmeanstastywithsweetorangeflavor

66SevenSeas七海

品牌印记(BrandFootprint)

品牌个性

七海是有益的

SevenSeasisbeneficial

七海是健康的

SevenSeasishealthy

七海是可爱的

SevenSeasislovely

67SevenSeas

品牌意义

七海的意义就是来自深海的多种维生素鱼肝油

SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea

七海的意义就是抗污染的

SevenSeasmeansanti-pollution

七海的意义就是可口橙味的

SevenSeasmeanstastywithsweetorangeflavor品牌个性

七海是有益的

SevenSeasisbeneficial

七海是健康安全的

SevenSeasishealthysafety

七海是可爱的

SevenSeasislovely

68英扬•传奇CC&E

SevenSeas

七海

销售策略(SellingStrategy)

品牌位置：来自深海的多种维生素鱼肝油儿童

保健糖浆

BrandPosition:ThedeepseaFishLiverOilHealthSyrupwithmulti-VitaminsForChildrenOnly

69SevenSeas

七海

销售策略(SellingStrategy)

品牌目标：纯净有益的儿童营养必要补充剂

BrandObjective:Anti-pollutionAndNaturalNutritionSupplementNecessaryForChildren’shealth

70SevenSeas

七海

销售策略(SellingStrategy)

广告角色：告诉消费者七海不是一般的鱼肝油

TheSpecificRoleOfTheAdvertising:TelltheconsumerthatSevenSeasisnoordinaryfishliveroil

71SevenSeas七海

销售策略(SellingStrategy)

销售概念构架(TheSellingIdeaPlatform)：

A）概念性目标客层：了解鱼肝油的母亲

TheConceptualTarget：learnedMothersOnFishLiverOilKnowledge

72SevenSeas七海

销售策略(SellingStrategy)

销售概念构架(TheSellingIdeaPlatform)：

B）最核心的欲望:希望自己孩子不一般

TheCoreDesire:

“Mychildisnoordinarykid！”.

73SevenSeas

七海

销售策略(SellingStrategy)

销售概念构架(TheSellingIdeaPlatform)：

C）品牌如何最完美满足最核心的欲望:通过塑造七海不是一般的鱼肝油的品牌形象来满足消费者希望孩子不一般的心理需求

HowTheBrandBestFulfillsTheCoreDesire:SevenSeassatisfiestheconsumer’spsychologicalneedswhichhopingherkidisnoordinarybybuildingsevenseas“noordinary”brandimage

74SevenSeas

七海

销售策略(SellingStrategy)

销售概念构架(TheSellingIdeaPlatform)：

D）强有力的支持事实:

功能上:含有多种重要维生素和深海鱼肝油的成份

TheCompellingTruth:

Function:HaveTheIngredientsOfMulti—vitaminsAndFishliverOilComingFromTheDeepNorthSea

75SevenSeas

七海

销售策略(SellingStrategy)

销售概念构架(TheSellingIdeaPlatform)：

D）强有力的支持事实:

品牌上:来自德国默克

TheCompellingTruth:

Brand:FromGermanMerck

76SevenSeas

七海

销售策略(SellingStrategy)

销售概念：不一般的鱼肝油

TheSellingIdea:

NoOrdinaryFishLiverOil

77SevenSeas

七海

销售策略(SellingStrategy)

创意概念：七海宝宝更出众

TheCreativeIdea:

Outstandingsevenseas，outstandingkids

78DrFreemanCough&ColdSyrupforChildren79Cough&ColdMarketOverviewThemarketishuge:RMB876mn(98’)80英扬•传奇CC&E

图示结论：1、不论男性被访人群,还是女性被访人群感冒前绝大多数人都有感冒前兆或感冒症状2、其中有轻度症状者占绝大多数，男性为59.5%,女性为60.0%3、可以推断——几乎所有人感冒前都有或多或少的症状SettingsofConsumptionbytheWholeSample:

Number：511GenderGroup：16----60SOURCE:IMI81

LocationofBuyingColdMedicineBytheWholeSample:Number：510GenderGroup：16----60岁MultipleAnswers,sopercentmayextra-100%图示结论：1、70.7%的男性以及72.4%的女性会在药店购买感冒药,因此可推断——不论男性还是女性，购买感冒药首选的场所均为药店,其次为医院或诊所2、男女消费者在购药场所选择方面性别差异不大SOURCE:IMI82

TheHabitofKeepingColdMedicineatHome:Number:624Say“Yes”:508Say“No”:116图示结论：81.4%的被调查家庭在家中备有感冒药,只有18.4%的被调查家庭没有此习惯,因此可推断——感冒药是大多数家庭日常必备药。SOURCE:IMI83Rankingoftheidealbrandsorkinds84英扬•传奇CC&EWhichSeasontoPronetoCatchColdThePeakSeason:winter;spring;theinterimbetweentheseasons85英扬•传奇CC&EItfunctionsincoughandcoldanduptonow,nootherproductsclaimtohavethesetwofunctionsonly.Inthemarketofcoughsyrupandcough&cold&feversyrup,wehavekeycompetitorsasbelow:coughsyrup:IsedylfromUnitedLaboratory;JinMinChildrensyrup,ShenquCoughSyrupandTaijiCoughSyrupcough&cold&feversyrup:Tylenol,Bufferin,XiaobaiProductProfile86英扬•传奇CC&EOurConcern:DrFreemanCough&ColdSyrupforChildrenaimsattheearlystageofcold;DrFreemanisthesub-brandofmerckonlyforseriescough&coldproducts.87英扬•传奇CC&ESWOT

StrengthLowPriceUniqueFormulaGoodqualityWeaknessnobrandawarnesstosupporttheproductOpportunity

Concentrateeffectontheearlystageofcoldlargecold&coughmarketCompetitivevoiceisnotnoiseinSandongwelldevelopedretailenvironmentThreatsstrongcompetitionStrictregulatorycontrolonA&Pactivities88英扬•传奇CC&E

Dr.Freeman

品牌印记(BrandFootprint)

89

Dr.Freeman

品牌印记(BrandFootprint)

品牌意义

Dr.Freeman的意义就是来自德国的感冒药

Dr.FreemanmeansafludrugfromGerman

Dr.Freeman的意义就是医生推荐使用的

Dr.Freemanmeansdoctor’srecommended

Dr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆

Dr.Freemanmeansacold&coughsyrupforchildren

90

Dr.Freeman

品牌印记(BrandFootprint)

品牌个性

Dr.Freeman是感冒药专家

Dr.Freemanistheexpertoffludrugs

Dr.Freeman是可信的

Dr.Freemanisreliable

Dr.Freeman是认真负责的

Dr.Freemanisconscientious

91Dr.Freeman品牌意义

Dr.Freeman的意义就是来自德国感冒药

Dr.FreemanmeansafludrugfromGerman

Dr.Freeman的意义就是医生推荐使用的

Dr.Freemanmeansdoctor’sendorsement

Dr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆

Dr.Freemanmeansacold&coughsyrupforchildren

品牌个性

Dr.Freeman就是感冒专家Dr.Freemanistheexpertoffludrugs

Dr.Freeman是可信的

Dr.Freemanisreliable

Dr.Freeman是认真负责的

Dr.Freemanisconscientious

92英扬•传奇CC&E

Dr.Freeman

销售策略(SellingStrategy)

93

Dr.Freeman

销售策略(SellingStrategy)

品牌位置：温和有效治疗儿童伤风咳嗽的糖浆

BrandPosition:ASyrupForMildlyAndEffectivelyRelievingChildren’sCold&Cough

94

Dr.Freeman

销售策略(SellingStrategy)

品牌目标：感冒药专家

BrandObjective:TheExpertOfFluDrugs95

Dr.Freeman

销售策略(SellingStrategy)

广告角色：传达即治疗发烧前的感冒症状非常重要

TheSpecificRoleOfTheAdvertising:DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGettingFever

96

Dr.Freeman

销售策略(SellingStrategy)

销售概念构架(TheSellingIdeaPlatform)：

A）概念性目标客层:细心的父母

TheConceptualTarget:

CarefulParents

97

Dr.Freeman

销售策略(SellingStrategy)

销售概念构架(TheSellingIdeaPlatform)：

B）最核心的欲望/周到

TheCoreDesire/Considerate

98

Dr.Freeman

销售策略(SellingStrategy)

销售概念构架(TheSellingIdeaPlatform)：

C）品牌如何最完美满足最核心的欲望:

感冒药专家的细心周到，让孩子在发烧前即消除感冒

HowTheBrandBestFulfillsTheCoreDesire:GermanFluexpertCanReliveCold&Coughbeforekidsgetfever.

99

Dr.Freeman

销售策略(SellingStrategy）

销售概念构架(TheSellingIdeaPlatform)：

D）强有力的支持事实:Dr.Freeman是治疗感冒的专家

TheCompellingTruth:Dr.Freemanistheexpertinrelievingcold&cough

100

Dr.Freeman

销售策略(SellingStrategy)

销售概念：Dr.Freeman是细心严谨的感冒药专家

TheSellingIdea:Dr.Freemanisasolicitudeandconscientiousexpertinfludrugs101MERCK默克SELLINGIDEAMAINTANCETHEFOUNDATIONOFPEOPLES’HEALTH维护健康的基础CREATIVEIDEATHEPOWEROFPROMISE承诺的力量102英扬•传奇CC&E1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationToolsFootprintSellingStrategy4.

Brand/ProductCommunicationStrategyBecombion/BecombionVitaminBComplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTactics103英扬•传奇CC&EBelow-the-lineandOther

MarketingTactics104Becombion类型：促销活动Style:SPActivity主题：儿童拼图有奖活动Subject:Children’sJigsawPuzzleRewardActivity对象：2——12岁的儿童Target:2----12yearsoldchildren手段：SP活动期间，买就送“贝康安宝宝”拼图卡片，儿童用拼图卡片来拼出包装盒上“贝康安宝宝”的各种姿态，按拼出的姿态种类的多少设立不同奖项目的：1、提高商品接触及使用率2、达到品牌指名购买

活动方案ActivityPlan105SevenSeas

七海

活动方案

ActivityPlan

类型：事件活动Style:EventActivity主题：“不一般宝宝”的“不一般技能”大赛Subject:“NoOrdinaryAbilityContest”For“NoOrdinaryBabies”对象：2——8岁儿童Target:2----8yearsoldchildren方式：将不一般的产品性能和儿童不一般的健康体能有机结合，利用报纸和广播电视的社会影响力，进行前期报名、活动期追踪报道和消息稿的发布，加上开设“儿童与鱼肝油健康咨询热线”，可望达到社会对多种维生素鱼肝油的接受和信赖。106SevenSeas七海

活动方案

ActivityPlan