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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 tr
2、aitsgenerally 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 childrenProduct Profile37英扬传奇 CC daily cost RMB 1.5) promotions in the hospital are limited difficult to sum up into one USPOpportunity less competition ( in terms of VB complex) the awarenes
3、s of importance of vitamins is increasingThreats low price strategy of local product39英扬传奇 CC Junior Centrum-RMB 1.12; Kiddi-RMB 4.07/3.20; Scotts-RMB 1.31 7s MVS-RMB 1.3860英扬传奇 CC ”contains cod liver oil”; ”helps brain development” SZ: “contains many essential vitamins”; “contains cod liver oil”; “
4、helps in strengthening bone issue” 61英扬传奇 CC SZ: 77.6% The perceived price: around RMB 62/per bottleConsumers Attitude62英扬传奇 CC spring; the interim between the seasons85英扬传奇 CC Jin Min Children syrup, Shen qu Cough Syrup and Taiji Cough Syrup coughDr Freeman is the sub- brand of merck only for serie
5、s cough & cold products. 87英扬传奇 CC&ESWOTStrength Low Price Unique Formula Good qualityWeakness no brand awarness to support the productOpportunity Concentrate effect on the early stage of cold large cold & cough market Competitive voice is not noise in San dong well developed retail environmentThrea
6、ts strong competition Strict regulatory control on A&P activities88英扬传奇 CC&EDr.Freeman品牌印记(Brand Footprint)89Dr.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
7、.Freeman means a cold&cough syrup for children 90Dr.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 91Dr. 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 Ger
8、man Dr.Freeman的意义就是医 生推荐使用的 Dr.Freeman means doctors endorsementDr.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 drugsDr.Freeman是可信的 Dr.Freeman is reliableDr.Freeman是认真负责的 Dr.Freeman is conscientious 92英扬传奇 CC&EDr.Fre
9、eman销售策略(Selling Strategy)93Dr.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&Cough94Dr.Freeman 销售策略(Selling Strategy)品牌目标：感冒药专家 Brand Objective: The Expert Of Flu Drugs95Dr.Freeman 销售策略(Selling Strategy)广告角色：传达即治疗发烧前的感
10、冒症状 非常重要The Specific Role Of The Advertising: Deliver The Message That It Is Very Important To Cure Cold And Cough In Time Before Getting Fever 96Dr.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 97Dr.Freeman 销售策略(Selling Strat
11、egy) 销售概念构架(The Selling Idea Platform) ：B）最核心的欲望/周到 The Core Desire/ Considerate98Dr.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
12、. 99Dr.Freeman销售策略(Selling Strategy） 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&cough100Dr.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
13、expert in flu drugs 101MERCK 默克 SELLING 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&E1. Preamble 2. Marketing and Competition Overview 3. CC&E Communication Tools Footprint Selling Strategy4. Brand/Product Communication Strategy Becombi
14、on/Becombion Vitamin B Complex Syrup 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 Tactics103英扬传奇 CC&EBelow-the-line and Other Marketing Tactics104Becombion类型：促销活动 S
15、tyle:SP Activity 主题：儿童拼图有奖活动 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 Plan105Seven 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、 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。106Seven Seas 七 海 活动方案 Activity Plan类型：公关活动 Style:
