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1、What Is The Brand “Means” And “Is”?品牌的“意义”和“个性”是什么,What the brand “means” is what a brand gets credit for in the eyes of consumersits reputation across a number of key dimensions. 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。 What the brand “is” is how we would describe the brands dominant personality tra
2、itsgenerally those that correspond to its principal meanings. 品牌“个性”那些与品牌意义相对应的特征。,1,英扬传奇 CC more suitable for children,Product Profile,37,英扬传奇 CC daily cost RMB 1.5) promotions in the hospital are limited difficult to sum up into one USP,Opportunity,less competition ( in terms of VB complex) the aw
3、areness of importance of vitamins is increasing,Threats,low price strategy of local product,39,英扬传奇 CC Junior Centrum-RMB 1.12; Kiddi-RMB 4.07/3.20; Scotts-RMB 1.31 7s MVS-RMB 1.38,60,英扬传奇 CC ”contains cod liver oil”; ”helps brain development” SZ: “contains many essential vitamins”; “contains cod li
4、ver oil”; “helps in strengthening bone issue”,61,英扬传奇 CC SZ: 77.6% The perceived price: around RMB 62/per bottle,Consumers Attitude,62,英扬传奇 CC spring; the interim between the seasons,85,英扬传奇 CC&E,It functions in cough and cold and up to now, no other products claim to have these two functions only.
5、In the market of cough syrup and cough Jin Min Children syrup, Shen qu Cough Syrup and Taiji Cough Syrup cough&cold&fever syrup: Tylenol, Bufferin, Xiaobai,Product Profile,86,英扬传奇 CC&E,Our Concern: Dr Freeman Cough Dr Freeman is the sub-brand of merck only for series cough & cold products.,87,英扬传奇 C
6、C&E,SWOT,Strength,Low Price Unique Formula Good quality,Weakness,no brand awarness to support the product,Opportunity,Concentrate effect on the early stage of cold large cold & cough market Competitive voice is not noise in San dong well developed retail environment,Threats,strong competition Strict
7、 regulatory control on A&P activities,88,英扬传奇 CC&E,Dr.Freeman品牌印记(Brand Footprint),89,Dr.Freeman品牌印记(Brand Footprint)品牌意义Dr.Freeman的意义就是来自德国的感冒药Dr.Freeman means a flu drug from German Dr.Freeman的意义就是医生推荐使用的Dr.Freeman means doctors recommended Dr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr.Freeman means a cold&cough
8、syrup for children,90,Dr.Freeman品牌印记(Brand Footprint)品牌个性Dr.Freeman是感冒药专家Dr.Freeman is the expert of flu drugsDr.Freeman是可信的Dr.Freeman is reliableDr.Freeman是认真负责的Dr.Freeman is conscientious,91,Dr. Freeman,品牌意义 Dr.Freeman的意义就是来自德国感冒药Dr.Freeman means a flu drug from German Dr.Freeman的意义就是医生推荐使用的Dr.Fre
9、eman means doctors endorsement Dr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr.Freeman means a cold&cough syrup for children,品牌个性 Dr.Freeman 就是感冒专家 Dr.Freeman is the expert of flu drugs Dr.Freeman是可信的Dr.Freeman is reliable Dr.Freeman是认真负责的Dr.Freeman is conscientious,92,英扬传奇 CC&E,Dr.Freeman销售策略(Selling Strategy),93,Dr
10、.Freeman销售策略(Selling Strategy) 品牌位置：温和有效治疗儿童伤风咳嗽的糖浆Brand Position: A Syrup For Mildly And Effectively Relieving Childrens Cold&Cough,94,Dr.Freeman销售策略(Selling Strategy) 品牌目标：感冒药专家Brand Objective: The Expert Of Flu Drugs,95,Dr.Freeman销售策略(Selling Strategy) 广告角色：传达即治疗发烧前的感冒症状非常重要The Specific Role Of T
11、he Advertising: Deliver The Message That It Is Very Important To Cure Cold And Cough In Time Before Getting Fever,96,Dr.Freeman销售策略(Selling Strategy) 销售概念构架(The Selling Idea Platform)：A）概念性目标客层:细心的父母The Conceptual Target: Careful Parents,97,Dr.Freeman销售策略(Selling Strategy)销售概念构架(The Selling Idea Pla
12、tform)： B）最核心的欲望/周到The Core Desire/ Considerate,98,Dr.Freeman销售策略(Selling Strategy)销售概念构架(The Selling Idea Platform)： 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How The Brand Best Fulfills The Core Desire: German Flu expert Can Relive Cold&Cough before kids get fever.,99,Dr.Freeman销售策略(Selling Strateg
13、y）销售概念构架(The Selling Idea Platform)： D）强有力的支持事实:Dr.Freeman是治疗感冒的专家The Compelling Truth:Dr.Freeman is the expert in relieving cold&cough,100,Dr.Freeman销售策略(Selling Strategy) 销售概念：Dr.Freeman 是细心严谨的感冒药专家The Selling Idea:Dr. Freeman is a solicitude and conscientious expert in flu drugs,101,MERCK 默克,SELL
14、ING IDEA MAINTANCE THE FOUNDATION OF PEOPLES HEALTH 维护健康的基础,CREATIVE IDEA THE POWER OF PROMISE 承诺的力量,102,英扬传奇 CC&E,1. Preamble 2. Marketing and Competition Overview 3. CC&E Communication Tools Footprint Selling Strategy 4. Brand/Product Communication Strategy Becombion/Becombion Vitamin B Complex Sy
15、rup Seven Seas/Seven Seas Multivitamin Syrup Dr. Freeman/Dr. Freeman Cough & Cold Syrup for Children 5. Creative Concept and Advertising Mechanics 6. Below-the-line and Other Marketing Tactics,103,英扬传奇 CC&E,Below-the-line and Other Marketing Tactics,104,Becombion,类型：促销活动 Style:SP Activity 主题：儿童拼图有奖活
16、动 Subject:Childrens Jigsaw Puzzle Reward Activity 对象：212岁的儿童 Target:2-12years old children 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 Activity Plan,105,Seven Seas七 海活动方案Activity Plan,类型：事件活动 Style:Event Activity 主题：“不一般宝宝”的“不一般技能”大赛 Subject: “No Ordinary Ability Contest” For “No Ordinary Babies” 对象：28岁儿童 Target:2-8years old children 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、
